Executive Summary
When Dr. Rosie Ward from Salveo Partners launched the Show Up as a Leader podcast in fall 2020, it was intended as a temporary solution during COVID-19. Four years later, with over 150,000 downloads across 50 countries, the podcast has become a cornerstone of her business strategy at Salveo Partners, a consulting firm focused on rehumanizing workplaces.
The Challenge: When Traditional Channels Disappear
Dr. Ward faced a pivotal moment in her business when her traditional marketing channels were no longer delivering results. As the CEO of Salveo Partners, she had relied heavily on speaking engagements and direct client interactions to generate leads and demonstrate her expertise.
Dr. Ward needed to find new ways to showcase her thought leadership and connect with potential clients. With her second book freshly published, she decided to experiment with podcasting – despite significant reservations about the time commitment.
The early days confirmed her concerns. Dr. Ward personally managed everything from guest booking to graphics creation, web page building, and detailed editing reviews.
“Every episode probably took at least six hours of my time,” she explains. “As a small business owner trying to grow a business…this is really not sustainable.”
After a year of this labor-intensive approach, Dr. Ward had established a promising podcast with high-profile guests, but the return on investment remained uncertain. The time demanded by production was pulling her away from client work and other revenue-generating activities. Despite seeing potential in the podcast concept, she was ready to abandon the project entirely.
The PFN Solution: From Burden to Asset
At this critical juncture, Dr. Ward connected with PeopleForward Network (PFN). Their promise was compelling: transform the podcast from an administrative burden into a strategic business tool.
PFN delivered a comprehensive solution
First, they took over production, dramatically reducing Dr. Ward’s time investment.
“I literally just have to show up and have conversations,” she notes, while her team member handles coordination with PFN.
Then they provided strategic guidance that helped reframe the podcast as a business development engine rather than just a marketing expense.
The breakthrough came when PFN proposed their innovative content partner model. Under this approach, Dr. Ward would invite carefully- selected and aligned businesses to host monthly episodes on her feed for a fee. She could maintain quality control over her brand while offsetting production costs.
“We’ve managed to have three content partners, and when one rolls off, we’ve found someone to replace them,” Dr. Ward explains.
The Results: Growth, Relationships, and Revenue
The results of this partnership have been transformative. With PFN’s support, Dr. Ward’s podcast has achieved:
- Exponential audience growth. “Since adding the content partners, we’ve seen 35-40% growth in listeners,” notes Dr. Ward. Each partner brought their own audience, expanding the show’s reach.
- Financial sustainability. The content partner model has transformed the podcast from a cost center to making it viable long-term.
- Streamlined operations. PFN handles the technical aspects while providing templates, guidance, and support for both Dr. Ward and her content partners.
Most importantly, the podcast has created valuable relationships.
“What I’m most proud of is the incredible people that I’ve met,” Dr. Ward reflects. “I have met some of the most amazing human beings that I would have never been connected with otherwise.”
What’s Next: From Content to Conversion
As Dr. Ward looks to the future, she’s focused on transforming these relationships into business results. Her evolved strategy includes:
- Strategic guest selection—dedicating half her guest episodes to potential client avatars rather than general industry voices
- Formalized vetting processes—implementing submission forms to maintain quality as demand grows
- Systematic follow-up—creating a structured relationship development process from initial contact through post-recording engagement
“We have the process mapped out of what are all the touch points along the way,” Dr. Ward explains. “What does that look like and who’s doing what? Now we’re at the point of execution.”
The PFN Difference
What has made the partnership with PeopleForward Network unique is their holistic approach to podcasting as a business development tool rather than just a content channel.
PFN didn’t just solve Dr. Ward’s production problems. They helped evolve her entire approach to thought leadership and relationship-building. From strategic planning sessions to ongoing optimization, PFN has provided both the technical infrastructure and the strategic guidance needed for long-term success.
Perhaps most valuable has been the community that came with the partnership.
“I have a whole new group of friends and colleagues that I wouldn’t have had had I not been around PFN,” Dr. Ward shares. “I just feel like I found my people, found my community.”
For small businesses considering podcasting, Dr. Ward’s journey illustrates that with the right partner, a podcast can be far more than just another marketing tactic—it can become the engine that drives meaningful business relationships and sustainable growth.
This case study was developed based on an interview with Dr. Rosie Ward, CEO of Salveo Partners, conducted in March 2025.