Shows
C-Suite Sales & Marketing PerspectivesB2B CEOs: How to Use AI to Accentuate Your Competitive Advantageđź’ˇ Steven Hyde, Chief Executive Officer at Push, delves into the transformative impact of AI on performance marketing, drawing from his extensive experience with major brands. He highlights the significant role AI plays in redefining business strategies, juxtaposing past digital transformations with current and future AI advancements.đź’ˇ"Build a roadmap for how you will implement and approach AI in your marketing organization. Try to gain some clarity and measure where you are now and where you could be." - Steven HydeSteven Hyde offers valuable insights into the transformative impact of AI technology across various industries, partic...2024-10-2232 min
C-Suite Sales & Marketing PerspectivesAligning the Entire Executive Team Behind Your ICP💡 Rhiannon Staples, CMO of GWI, highlights the critical need to align the executive team around the Ideal Customer Profile (ICP). She emphasizes the value of using data to define the ICP and ensuring that this alignment spreads across all business functions. She also discusses how marketers play a key role in improving the customer journey and creating a competitive advantage. 💡"People love to think that the ICP is just a marketing tactic that decides where your marketing dollars are spent. But it’s much more than that. It is, first and foremost, a strategic direction for the business...2024-09-2327 min
C-Suite Sales & Marketing PerspectivesCROs: Understanding Buyer’s Dysfunction💡 Mike Slater, an experienced CRO and Executive Board Member, offers an in-depth analysis of buyer dysfunction and sales process management. He also provides a thorough examination of how sales professionals can effectively navigate the complexities of today’s buying environments, offering valuable insights and practical guidance. 💡"The salesperson should act as a trusted advisor and a coach that can guide the customer through the process. This approach differentiates you from a typical vendor by showcasing your expertise and proactive support, rather than just being reactive." -Mike SlaterMike Slater's insights reveal how sales professionals often overlook...2024-08-2427 min
C-Suite Sales & Marketing PerspectivesWhat Does It Take to Be a Successful Early-Stage CRO?💡 Scott Edmonds, Chief Revenue Officer at Syncari, discusses driving growth in early-stage B2B SaaS startups. He shares insights from his startup and enterprise experiences, emphasizing product-market fit, mission belief, and process simplification. He also covers the importance of leveraging relationships to drive growth, setting clear entry criteria for new customers, and fostering a collaborative team environment.💡“Being a CRO isn't just about one function—it's not just sales closing a big deal, product launching a feature, or marketing running a campaign. It’s about making everything work together. Never assume you can skip steps or avoid the hard, ma...2024-08-2425 min
C-Suite Sales & Marketing PerspectivesB2C Lessons on How to Explode B2B Growth Partnerships💡 Shaun Rowan-Popoff, SVP of Marketing at Green Dot Corporation , shares insights on bridging B2C lessons into the realm of B2B marketing to foster impactful growth partnerships. She delves into the significance of aligning with business partners’ goals, maintaining brand relevance, and elevating executives as thought leaders within their respective industries.💡"B2B partnerships are important because there is the relevance of your brand that you want to continue to elevate, and the right partnerships can position and move your brand with a specific company to the next level." - Shaun Rowan-PopoffShaun Rowan-Popoff’s insights...2024-08-2419 min
C-Suite Sales & Marketing PerspectivesWhy Do B2B CROs Fail So Quickly?💡 Warren Zenna, founder of The CRO Collective discusses why B2B Chief Revenue Officers (CROs) often face rapid turnover. He explores the structural flaws in B2B sales and marketing that lead to this issue and shares his experience, emphasizing the need for businesses to rethink their sales and marketing alignment approach. 💡"Your organization has to be set up for your CRO to succeed, which is why even the most qualified CROs can fail. It often has nothing to do with them and everything to do with the environment they were brought into, which wasn’t set up to wo...2024-08-2434 min
C-Suite Sales & Marketing PerspectivesPart 7: Why Do B2B CMOs Fail So Quickly?đź’ˇ Wendy White, Chief Market Officer at daxko, delves into the reasons why B2B CMOs often face quick turnovers and failures in their roles. She emphasizes the importance of aligning expectations between boards, CEOs, and CMOs, conducting thorough due diligence before accepting a position, and understanding key metrics like pipeline health, product-market fit, and organizational culture. Wendy sheds light on the critical role of data in marketing success and the significance of brand reputation in shaping customer relationships.đź’ˇ"A CMO should focus on investing time in the right culture, executive team, and product fit for their career." - Wend...2024-08-0324 min
C-Suite Sales & Marketing PerspectivesUnlocking the Secrets to Success in Billion-Dollar Quotas💡 Marva Bailer, CEO of Qualaix, shares invaluable insights from her experiences handling billion-dollar quotas. From understanding the importance of scale and ecosystems to embracing shared values and expanding career opportunities, she discusses how these key lessons can drive success in today’s dynamic business landscape. 💡"Be comfortable being uncomfortable. In a billion-dollar company, focus on the customer, control what you can, and lean on your relationships. You'll go far, sleep well, and your customers will love you." - Marva BailerFrom navigating organizational dynamics to fostering meaningful relationships with customers through shared values, Marva delves into ali...2024-08-0323 min
C-Suite Sales & Marketing PerspectivesWhat Successful B2B Go-To-Market Execution Looks Likeđź’ˇ Kara Smith Brown, CEO/Founder of LeadCoverage, delves into the intricacies of creating a successful B2B go-to-market motion in the supply chain industry. She emphasizes the importance of identifying the ideal customer profile, leveraging intent data for strategic decision-making, and aligning marketing, sales, and customer success efforts to drive revenue growth. By sharing insightful anecdotes and practical tips, Kara sheds light on the key components of a robust go-to-market strategy that resonates with the target audience.đź’ˇ"Third-party validation and content play a significant role in the success of a go-to-market strategy. What third party says is a vali...2024-08-0132 min
C-Suite Sales & Marketing PerspectivesCROs: How to Stay Ahead of Your Five-Year Growth Plan💡 Niklas Tjäder, CRO of Abion, emphasizes the importance of building companies for customers and employees. He highlights the significance of nurturing a strong company culture and aligning values to drive growth effectively, ensuring everyone involved is committed to the company's success. 💡“What gives growth to revenue is the growth of people. We’ve created a career path and given people opportunities. We want people to be part of this journey and have long-term investment from both our owners and key employees as well.”- Niklas TjäderNiklas shares insights on Abion's unique approach to sales strat...2024-08-0120 min
C-Suite Sales & Marketing PerspectivesA Leadership Evolution: B2B CMO Switches to CEO and Back💡 Carol Carpenter, Chief Marketing Officer of Unity, reflects on her transition from CMO to CEO. She emphasizes the value of a CEO’s council for support and the importance of thinking beyond functional roles to consider broader organizational aspects. She also highlights the impact of symbolic gestures in fostering effective leadership and building a strong, cohesive team. 💡"We all have to think like a CEO. We have to think through the various areas: strategy, structure, and people. You might already have a functional role to play, but the value you can add is far greater." - Carol Carpente...2024-08-0126 min
C-Suite Sales & Marketing PerspectivesFrom CMO to CRO: Marketing and Sales Alignment💡 Jake Braly, CRO at Krisp, reflects on his transition from CMO to CRO, highlighting the need for strong alignment between marketing and sales teams. He stresses the importance of a unified understanding of target buyers and a focus on driving revenue growth. Jake also delves into how the role of marketing is evolving in B2B contexts and the significant impact content has on buyer decision-making. 💡 "It’s crucial to ensure that your success team, marketing team, sales team, inside sales, revenue operations, and enablement all share a common vision and ownership of goals, specifically revenue and growth."...2024-08-0127 min
C-Suite Sales & Marketing PerspectivesExploring the Great B2B Customer Experience Debate💡 Tue Søttrup, Chief Executive Officer at Smart Role, explores Customer Experience’s critical role in B2B. He discusses its impact on sales cycles, relationships, and revenue compared to B2C. He also highlights varied views on CX's direct link to churn in B2B SaaS and stresses holistic support beyond sales to nurture partnerships and drive sustained business success. 💡"As a B2B company, it's your job to stay top of mind and keep reminding your partner customers about the value you provide. Show them that you understand their business, know your product, and can help them...2024-07-1724 min
C-Suite Sales & Marketing PerspectivesHow to be a CMO in a Rapidly Growing Startupđź’ˇ Melissa Moody, CEO at Matcha with 14 years of experience at Google, shares insights on the evolving role of the CMO. She emphasizes the importance of having a seat at the table and being involved in strategic decision-making. Melissa also highlights the need for marketers to listen to their customers and encourages CMOs to focus on both running the business and changing the business. đź’ˇMelissa discusses how to be an effective CMO in a rapidly growing startup. She shares her insights on the role of a CMO and the importance of having a seat at the table. She also e...2024-07-1728 min
C-Suite Sales & Marketing PerspectivesCMOs: Stop Undervaluing Net Revenue Retention💡 Dave Rigotti, Co-Founder and Head of Marketing at Inflection.io, underscores the critical significance of net revenue retention (NRR) and advocates for a shift in focus among marketers toward this metric. He states that tapping into revenue streams from existing customers is more straightforward and cost-efficient.💡He emphasizes that marketing should focus on customer expansions and driving product usage to improve NRR. He also advocates channeling greater attention and resources into customer marketing efforts and enhancing customer engagement with the product. By doing so, marketers can substantially enhance NRR and consequently drive revenue growth.“CEOs need to...2024-07-1221 min
C-Suite Sales & Marketing PerspectivesCMOs: Closing the Internal and External Perception Gap💡 TJ Waldorf, CMO of 1WorldSync, emphasizes closing the consumption gap between company capabilities and stakeholder perceptions. Amid rapid growth and acquisitions, educating internal and external stakeholders on expanded capabilities is vital. TJ stresses ongoing communication, internal campaigns, and reframing conversations to align understanding. By closing this gap, companies improve client service, drive revenue growth, and establish thought leadership.💡“There always tends to be some gap between those two things. In our case, it has been accentuated because, over the last three and a half to four years, we’ve transitioned from a single-product company to making nine acquisitio...2024-07-1227 min
C-Suite Sales & Marketing PerspectivesHow to Successfully Onboard a New VP of Marketingđź’ˇ Annie Wissner, VP of Marketing at Choozle, shares tips for new VPs or Heads of Marketing. She emphasizes relationship building, understanding existing initiatives, and conducting a listening tour. Annie highlights the need to assess marketing functions, analyze the competitive landscape, and identify gaps. She also discusses the importance of a clear content strategy, creating engaging content, and balancing urgent tasks with long-term planning. đź’ˇ"As an executive marketing leader, you can get caught in a tactics trap from listening to input from your peers and your team. That's why it's important to be strategic and balance tactical execution." - Anni...2024-07-1024 min
C-Suite Sales & Marketing PerspectivesThought Leadership: The Sales Enablement Machineđź’ˇ Marina Devalia, CMO at Vantaca and founder of Playbook Lab, discusses the need for marketers to evolve and take on a more strategic role within organizations. She encourages marketers to be brave and assertive in their approach. She also emphasizes the importance of unpacking the buyer's journey and identifying the touchpoints where thought leadership content can have the most significant impact. đź’ˇ"I'm a huge fan of training your sales force, your sales team, not only to use the content appropriately, which already validates them as points of authority and knowledge in the industry, but also to elevate them t...2024-07-1026 min
C-Suite Sales & Marketing PerspectivesUnlocking Revenue Opportunities Through Win-Loss Analysisđź’ˇStu Perlmeter, founder of 1st Resource, Janet Flesch (Practice Lead), and Kelly Eisner (Interview Analyst) discuss the power of qualitative win-loss analysis. They reveal insights on buyer journeys, pricing, sales streamlining, product development, and marketing improvement. Storytelling and buyer trust are key revenue drivers.đź’ˇ"When done properly, win-loss analysis can deliver deep and surprising insights that help build the roadmap to winning more and the success that every marketing and sales organization strives for." - Stu PerlmeterThe win-loss analysis offers qualitative insights into the buyer journey and decision process, which is particularly beneficial in comple...2024-04-2033 min
C-Suite Sales & Marketing PerspectivesCSO POV: How to Get Marketing More Involved in Sales💡 Megan Howe, Chief Sales Officer at Oversight, explores ways to increase marketing involvement in the sales process. She emphasizes the importance of deeper collaboration between the two teams for faster deal cycles and revenue growth. She also highlights the importance of genuine curiosity about each other's operations and appreciation of the complexities of their respective roles. 💡“The balance between sales and marketing involves having a genuine curiosity for how the other operates and an appreciation for the intricacies behind each role.” - Megan HoweOrganizations prioritizing sales and marketing alignment are nearly three times more likely to...2024-04-1931 min
C-Suite Sales & Marketing PerspectivesLessons Learned from Building Many Aligned GTM Infrastructuresđź’ˇCrys Black, a marketing expert with a background in tech startups, discusses the importance of creating an aligned go-to-market structure within a company. She emphasizes the need for aligned goals, transparency, and trust among different departments, such as sales, marketing, and customer success. By using tools like OKRs and CRM systems, companies can track and measure ROI, empower sales teams with quality content, and create a customer-centric approach to marketing.đź’ˇCrys emphasizes the importance of tracking ROI in an aligned go-to-market structure. By creating dashboards and reports that measure engagement, intent data, and other metrics, teams can assess...2023-12-1228 min
C-Suite Sales & Marketing Perspectives2024 Report: Why Content is the New ABMBarbie Mattie, former VP Principal Analyst at Forrester and current growth strategy consultant at Iron Horse, discusses the findings of her recent report on investments that B2B companies are making in 2024. The report reveals that the top three most important outcomes for high-growth companies are efficiency, retention, and expansion. Mattie emphasizes the importance of content in achieving these outcomes, stating that content is the new ABM (account-based marketing). She highlights the need for audience-centric content and a connected buyer journey. The report also shows that investing in content marketing technology is a top priority for high-growth...2023-12-1200 min
C-Suite Sales & Marketing PerspectivesPart 6: Why Do B2B CMOs Fail So Quickly?Mark Stouse, former CMO and current CEO of Proof Analytics, challenges the notion of being a data-driven CMO. He argues that most CMOs are doing data wrong and need to shift their focus to a more holistic approach to analytics. Mark also points out B2B marketing's time lag in analytics for proving ROI as a major reason why CMOs are being unjustly fired due to lack of performance. "We ran analytics and found out whether the CMO firings were justified. Four out of the five were not justified." - Mark StouseThrough hi...2023-12-0438 min
C-Suite Sales & Marketing PerspectivesCMOs: The Impact of FOMO on Revenue💡B2B marketing specialist Amanda Rabideau highlights FOMO's influence on revenue marketing. She advocates targeting specific audiences, enhancing customer understanding, efficient resource allocation, and faster growth. Emphasizing the importance of aligning sales and marketing goals, she notes that misaligned incentives can impede company performance.💡Amanda emphasizes the importance of understanding the target audience and conducting voice-of-client interviews to create relevant and captivating marketing content. Amanda also highlights the need for startups to narrow and focus on one or two specific audiences to achieve product-market fit and accelerate business growth. "The right content that's relevant, that's timely...2023-11-2726 min
C-Suite Sales & Marketing PerspectivesUsing Content to Do the Heavy Lifting for YouKarla Rivershaw, an award-winning global marketing leader, discusses the power of content marketing and its role in understanding and guiding the buyer's journey. Karla highlights content as a crucial data source, enabling marketers to better understand their audience and tailor their approach accordingly. The conversation also explores the value of intent data in identifying potential buyers and streamlining the sales cycle. Karla discusses the importance of using content to understand and engage with buyers. "Thought leadership is probably one of the most important things we can do as marketers." - Karla RivershawShe e...2023-11-1934 min
C-Suite Sales & Marketing PerspectivesCRO POV: The Future of the B2B Revenue EngineEric Steele, the CRO at Source Advisors and a 15-year veteran at Forrester, stresses that the future of the B2B revenue engine lies in total alignment and strong brand equity. As B2B buyers become more empowered and knowledgeable, it is essential for companies to create a seamless alignment between sales, marketing, and customer success. This alignment not only ensures a consistent and valuable customer experience but also drives growth and success for the business as a whole.Eric discusses one of the most important subjects impacting the B2B companies today: the future of the...2023-11-1839 min
C-Suite Sales & Marketing Perspectives“Why CMOs Need To Be Great Forecasters”Gayle Nixon, a multiple-time B2B CMO in the SaaS space, shares her insights on why CMOs need to be great forecasters and how she has flipped the traditional marketing attribution model. Instead of looking at marketing results after the fact, she focuses on predicting marketing spend and ROI before implementing any tacticsGayle discusses the importance of being a great forecaster and how to predict marketing spend and ROI before implementing tactics. She emphasizes the need for fiscal responsibility and accountability in marketing, using data-driven metrics and regression analysis to forecast outcomes. "It's all a...2023-11-1328 min
C-Suite Sales & Marketing Perspectives“CMOs: Today’s Blue Ocean for Revenue Marketers.”Jonathan Symonds, 2x B2B CMO, highlights the power of thought leadership as critical to embracing a self-serve buying model. By creating high-quality content, B2B companies can engage their target audience earlier in the buyer's journey while building strong trust-based relationships.  "You're not trying to radically transform buyers in a single piece of content. What you are trying to do is get them to think differently by reframing the conversation." - Jonathan SymondsJonathan outlines how thought leadership content allows them to "reframe" the conversation, elevating and clearly differentiating themselves from competitors and establishing the...2023-11-1333 min
C-Suite Sales & Marketing PerspectivesB2B CMOs: The Expanded Perception of Creating GrowthJohn Golden, CMO and Chief Strategy Officer of Pipeliner, brings a unique perspective having held leadership roles from CEO to sales, marketing, and strategy. His experience allows him to shed light on the importance of aligning sales and marketing, questioning assumptions, and finding the right balance between long-term brand building and short-term revenue generation.John emphasizes the need for a fluid and aligned organization that focuses on enabling salespeople to provide a seamless customer experience. He highlights the importance of sales as the tip of the spear and the need for marketing to support and align with...2023-11-0631 min
C-Suite Sales & Marketing PerspectivesA CRO’s POV on Embracing Disruptive Sales StrategiesAnuj Kumar is a former and current Chief Revenue Officer (CRO) with extensive experience in sales and leading global sales teams. Anuj believes in disruptive sales, where you challenge the status quo and provide value that goes beyond what customers can do themselves."My definition of disruptive sales is everything you know about how you procure, how you support, how you keep your customers happy and is completely different than every other company or every other method of actually interacting with another company." - Anuj KumarAnuj talks about how sales velocity, not just speed...2023-10-2942 min
C-Suite Sales & Marketing PerspectivesStarting Targeted, Trust-Based Conversations from Influencer ContentBrynne Tillman, CEO of Social Sales Link, emphasizes shifting from a self-centered, resume-focused approach to a resource-focused one. She helps professionals leverage LinkedIn professionally to position themselves as thought leaders and attract their target audience."This is not about pitch. This is about showing up as a thought leader and a resource." - Brynne TillmanBrynne explains the three legs of content on LinkedIn: curation, engagement, and creation. She provides insights on curating content from prospects and referral partners, engaging with their content to build relationships, and creating valuable content that resonates with the target...2023-10-2330 min
C-Suite Sales & Marketing PerspectivesCMOs: Internal Marketing's Vital SignificanceCharlie Riley, one of the top 50 marketing influencers to follow, emphasizes that when departments work in silos, valuable feedback and insights get lost. Internal marketing ensures customer feedback reaches the right teams, leading to better marketing campaigns and sales strategies."Internal marketing has to be intentional. Get started today at trying to help bridge gaps between departments." - Charlie RileyCharlie suggests creating a culture of sharing feedback and success stories and educating the C-suite on the role of marketing. Charlie also emphasizes the significance of content in sparking conversations and fostering innovation within the...2023-10-2331 min
C-Suite Sales & Marketing PerspectivesCMOs: How to Execute the Perfect Buyer's JourneyStaci Firios, a 3x B2B CMO with over 25 years of marketing experience, discusses the challenges of the non-linear buyer's journey and the need for a multi-channel strategy. She also highlights the importance of combining "book smart" marketing theory with "street smart" customer insights to create an optimal buyer experience. "Nothing interesting happens in the office. Get out of the office, have conversations, know your customers, understand their challenges." - Staci FiriosShe emphasizes the role of content in the buyer's journey and its impact on revenue growth. She shares examples of how analyzing the b...2023-10-1931 min
C-Suite Sales & Marketing PerspectivesCMOs: How to Repair a Broken Marketing DepartmentTanya Stricker, VP of Marketing for CloudGen, shares her expertise in fixing broken marketing departments. She discusses indicators of a broken department, such as missed goals and turf wars, and emphasizes the importance of listening to team members and fostering teamwork."You have to be intentional about fostering relationships in the workplace." - Tanya StrickerTanya highlights the need for personal connections in a remote work environment and suggests activities like one-on-one meetings to build relationships. She also emphasizes the significance of understanding team members' career objectives and providing opportunities for growth. Ultimately, Tanya emphasizes...2023-10-1928 min
C-Suite Sales & Marketing PerspectivesCMOs: How to Ensure that the Right Stuff Gets DoneDavid Howard, the VP of Marketing at Buzzboard, talks us through how getting the right stuff done in marketing requires careful planning, alignment with other departments, marketing operations, and a focus on content creation and measurement. "You always have time to get organized." - David HowardDavid discusses the importance of backward planning and, setting clear goals to avoid missing deadlines, and running from one activity to the next.Follow David Howard on LinkedInFollow host Steve MacDonald on LinkedIn
2023-10-1730 min
C-Suite Sales & Marketing PerspectivesA CMOs' Guide to High-Speed Marketing TransformationIntroducing Bruno Trimouille, the CMO of Littera. Bruno shares his insights on managing a major transformation after acquiring twelve different brands. He stresses the importance of aligning marketing and sales in an Account-Based Marketing (ABM) world where value-added selling requires the focus of a single brand and the thought leadership content to drive a new level of market expertise emerging from the company.  "I really look at it as, I mean, first and foremost is the people, you know, do we have the right people on the team?" - Bruno TrimouilleHe discusses the challenges an...2023-10-1729 min
C-Suite Sales & Marketing PerspectivesThe CRO of the Year & CMO Talk Growth & AlignmentThe alignment between marketing and sales is a perennial challenge for B2B companies. However, Shawn Conahan (CRO of the Year) and Tristan Barnum (CMO) have shown that overcoming this challenge and creating a successful partnership is possible. They have built a high-performing team committed to their client partners' success by fostering trust, collaboration, co-ownership, and a shared vision."We have a culture of freedom and responsibility. Not every company has that, but we tell our entire team on a periodic basis, remember that you have the freedom to do whatever it is that you want within...2023-10-1646 min
C-Suite Sales & Marketing PerspectivesHow Agile Development Skills Lead to Marketing SuccessMatt Klassen, a 2x CMO, explains how adopting an agile development process in marketing can create transparency, accountability, and strong relationships with other departments. It allows for greater flexibility and the ability to pivot based on changing market dynamics."By applying agile development practice to marketing, we've been able to remove random acts of marketing from our operations." - Matt KlassenThrough agile marketing, Matt's team focuses on strategic planning and prioritization, reducing random acts of marketing. They commit to a monthly sprint and leave room for ad hoc requests, ensuring alignment with the go-to-market...2023-10-0630 min
C-Suite Sales & Marketing PerspectivesB2B CMOs: How to Constantly Create A+ ContentDevin Davis, a VP of Marketing with nearly 20 years of experience, explains, "Product marketing is the worst-named function in the world. You should be talking as little as possible about your product and instead talking about the problem area it solves. Once you understand that, it unlocks a new way of reaching your audience in a more effective manner.""As marketers creating content, we must stay focused on the problem to solve. That's what the people that you're reaching out to, that's what they're thinking about every day." - Devin DavisDevin's background in journalism...2023-10-0630 min
C-Suite Sales & Marketing PerspectivesCMOs: Grow Beyond Your Functional SelfAnita Tulsiani, a 2x CMO with a background in high tech, explains how CMOs must foster strong relationships with product, finance, and sales leadership to excel, moving beyond their functional roles. Marketers can align their strategies and drive revenue by understanding the customer, profitability, and pain points better than anyone, giving them a voice at the table in the C-suite. Collaboration is key! "As the CMO, fall in love with your product and carve out a voice at the table from a different lens than others in the C-Suite." - Anita TulsianiAnita stresses that h...2023-10-0626 min
C-Suite Sales & Marketing PerspectivesCMOs: What is the Product Before the Product?James Furbush, VP of Marketing and former managing editor,​ explains how B2B buyers are 83% of the way through their research before they want to talk to a company. So, how do you get on their shortlist? It's all about the product before the product - content!"If you're thinking about your content as a product in and of itself that could stand on its own, then you need to treat it with the respect and care it deserves." - James FurbushJames explains how, as the B2B buying process becomes increasingly self-serve, content is...2023-10-0630 min
C-Suite Sales & Marketing PerspectivesB2B CMOs: What Can You Learn From Category Creation Marketing?Phil Carpenter, CMO at Alice Technologies, believes that being a category creator gives you a competitive advantage. It sets you apart from the pack and positions you as a thought leader, creating new opportunities across the board, including the most highly competitive industries."Even if you're not creating a new category, push for novelty and innovation. Be interesting, take risks, and break the glass ceiling. Don't be afraid to stand out and be different in your industry." - Phil CarpenterPhil explains how boring won't get you into conversations with your buyers. He advises B2...2023-10-0629 min
C-Suite Sales & Marketing PerspectivesThe CMO's Role: A Contrasting PerspectiveWarren Zenna, founder and CEO of the CRO Collective, shares his perspective on the role of CMOs and the need for better integration between marketing and sales functions. He argues that the current organizational dynamics in B2B companies, with multiple C-suite executives, create silos and hinder alignment. "Pipeline and revenue growth are very inward-thinking goals. It's all about customer outcomes. Customers care about the experience that they have when they buy from you. There is much more purpose in focusing on outcomes." Warren ZennaWarren proposes that a single person, the Chief Revenue Officer (C...2023-10-0642 min
C-Suite Sales & Marketing PerspectivesContent 3.0: The Evolution of Content and the Power of CommunityIn this episode, Karen Sage, a 5x B2B Chief Marketing Officer, discusses the evolution of content and introduces the concept of Content 3.0. She explains that content is becoming harder to differentiate and reach due to trends like ChatGPT and the impact of the deprecation of third-party cookies. To overcome these challenges, Karen suggests that companies shift their focus from content to community. "Content 3.0 is all about building authentic relationships and fostering discussions on trustworthy platforms. It's about creating a safe community where like-minded individuals can engage and share valuable insights." - Karen SageAccording t...2023-10-0426 min
C-Suite Sales & Marketing PerspectivesThe Most Under-Utilized Insight Gathering Strategy for CMOsRon Carson, a CMO, former founder, and Forbes Communications Council member with 25+ years of experience, shares his perspective on the critical role of a CMO and the importance of "just asking" customers for insights. He emphasizes the need for marketing departments to stay connected with customers and non-customers to understand their needs, motivations, and preferred channels of communication.  "Without having regular customer conversations, you risk being untethered from our customer base." - Ron CarsonBy having direct and ongoing conversations, marketing can align their content and messaging with the customer journey, uncover blind spots, and en...2023-10-0130 min
C-Suite Sales & Marketing PerspectivesHigh-Growth Lessons of Success from a Bootstrapped StartupDespite being bootstrapped, Kenneth Burke, the VP of Marketing at TexRequest, discusses the value of content marketing as a cost-effective strategy. While it required time and effort, it allowed them to build a reputation, attract qualified traffic, and serve as sales enablement tools."Look at your startup, resources, or time limitations as opportunities and reframe them." - Kenneth BurkeKenneth emphasizes the importance of putting oneself in the customer's shoes and creating content that would be genuinely helpful to them, even beyond the solutions surrounding your company.Follow Kenneth Burke on LinkedIn2023-10-0130 min
C-Suite Sales & Marketing PerspectivesContent 3.0: Crafting Content Experiences for Enhanced EngagementAlex Shevelenko, CEO of RELAYTO, a content experiences company, discusses how content experiences can revolutionize how businesses engage with their customers. By transforming static content into dynamic and interactive experiences, businesses can create a more immersive and personalized journey for their audience. "In the world of modern consumerism, people want to interact. They don't want to hear a lecture. The interesting thing is how do you use AI? How do you use digital tools to create an interactive experience for your customers that makes them experience emotions, move forward with ideas, implement something, and make it their o...2023-09-3026 min
C-Suite Sales & Marketing PerspectivesCreating Uncommon Relationships & Involvement with SalesAccording to Jill Tygh, VP of Marketing at Data Cubed Health, trust is the key to creating a successful relationship between marketing and sales. Both teams need to understand that they are working towards the same goal and that they can rely on each other for support. Jill's secret sauce is building trust and having sales rely on her and the marketing team."Trust with the sales team is required. You're not getting near a customer call with them if they don't trust you." - Jill TyghJill has an uncanny ability to create trust...2023-09-3036 min
C-Suite Sales & Marketing PerspectivesCMOs: Mastering the Evolution of AI and Language ModelsJim discusses how the landscape of content creation is evolving. With the rise of language model AI, marketers need to adapt their strategies to ensure AI-powered search engines discover their content. By structuring data and training AI models, marketers can provide their audience with personalized and contextually relevant content."You can train AI language models on specific topics; marketers can create personalized conversations with customers. This will revolutionize how we build brands, thought leadership, search, and provide more specific results for buyers." - Jim McNielJim emphasizes that the implications of AI in marketing are...2023-09-3029 min
C-Suite Sales & Marketing PerspectivesCMOs: Embracing Emotion, Brand, and Storytelling MasteryToday’s guest is Polo Aristoy, an experienced marketing professional with a unique background in both B2C and B2B. He has worked as an analyst and consultant for companies like Procter & Gamble and Nielsen. He has also served as the CMO of a professional soccer team and has worked with FinTech companies in the B2B world. "The adherence and dedication of a company to content becomes a muscle in the company and used internally by every salesperson, copywriter, and every employee within the company to slowly start developing that storytelling muscle, and it becomes the...2023-09-2736 min
C-Suite Sales & Marketing PerspectivesCMOs: Leveraging AI to Enhance Marketing StrategiesMaria Osipova, CMO at Penny AI, discusses the role of AI in marketing and how it can augment, rather than replace, marketing teams. She emphasizes the need for marketers to understand the different subsets of AI and to start small by identifying areas where AI can improve efficiency and output."AI is like 10, 15 different technologists with different capabilities, different risks and limitations." - Maria OsipovaMaria shares examples of how AI has been applied in marketing departments, from generating content to optimizing websites, assisting with strategic decision-making, and more. She also highlights the importance of...2023-09-2627 min
C-Suite Sales & Marketing PerspectivesHow to Create Hockey Stick Growth as a B2B CMOJeff Perkins, a 3x CMO and CEO, shares his insights on achieving hockey stick growth in startups. He emphasizes the requirements of a deep understanding of the customer journey, the ability to adapt strategies to unique circumstances, alignment between sales and marketing, and a focus on high-quality content."The key is understanding your buyer, their journey, and where you must be to influence them. Your job as a marketer and marketing leader is to be connected at the hip with your customers." - Jeff PerkinsIn this podcast interview, we will delve into the insights...2023-09-2536 min
C-Suite Sales & Marketing PerspectivesHow to Evaluate Your Next B2B CMO Company and RoleJill Ransome, a two-time B2B CMO with over 25 years of marketing experience, discusses the importance of alignment between CMOs and the companies they join to ensure a successful and fulfilling career as a senior marketing executive. It is essential to strategically evaluate potential employers and seek alignment in beliefs and values."You've got to be a good storyteller to the rest of the C-suite about the impact and the role of marketing and cover that off early in the interview process." - Jill RansomeShe emphasizes the need for strategic moves and finding organizations...2023-09-2430 min
C-Suite Sales & Marketing PerspectivesCMOs: How to Re-Shape the Problem as a PriorityMeet Steve Arentzoff, the SVP of Marketing for FlexPay with over 20+ years of experience. Steve introduces the concept of reshaping the buyer's core problem as a bigger opportunity with profound implications for marketing and sales. By redefining the playing field and the true cost of not addressing the problems, as stated in terms of impacting the buyer's company at a strategic growth level, marketers can position their companies as trusted advisors and partners versus vendors. "The narrative that you can create, the strategy you apply to how to build alignment between the problem that you solve and t...2023-09-2433 min
C-Suite Sales & Marketing PerspectivesCMOs: How To Build and Scale Startup TeamsMatt Anthony, the CMO of Query, talks about his experience with 13 different startups and his strategies for developing high-performance teams. Matt shares his insights on the importance of having the right team in place, being flexible, and building a strong communication system. He also discusses the challenges of managing chaos in a startup environment and the need to prioritize and say no to non-critical tasks. "Hiring individuals who are comfortable with ambiguity and can be self-starters is essential for success in a startup." - Matt AnthonyMatt also discusses the need to hire self-starter individuals c...2023-09-2329 min
C-Suite Sales & Marketing PerspectivesCMOs: The PE-Backed B2B Marketing ModelIntroducing Kevin Bobowski, a seasoned B2B CMO boasting 20+ years of SaaS expertise, now serving as CMO at AWARE—an AI data platform. Kevin's rich background includes roles within Private Equity and PE/VC-backed SaaS enterprises, providing valuable insights for any B2B CMO. "PE-backed models tend to be a little more structured and rigorous. The VC models tend to focus more on how to scale quickly, even if you're not doing so at the most efficient standards or opportunities." - Kevin BobowskiIn the PE world, the focus is on driving efficiency and solving cor...2023-09-1732 min
C-Suite Sales & Marketing PerspectivesCMOs: How to Steal Time From Your BuyersJessica Zall is the Chief Marketing Officer of Percent, a company that has created a private credit marketplace. With over 20 years of experience in the financial services and financial technology industry, Jessica has worked with big names such as JP Morgan, Thomson Reuters, and Refinitiv. She brings a mix of corporate organization and entrepreneurial spirit to her role, focusing on client acquisition, nurture, retention, and overall company growth."Marketing is sales. It's a different type of sales that people can self-select into." - Jessica ZallLearn more about how marketing will continue to evolve and...2023-09-1730 min
C-Suite Sales & Marketing PerspectivesPart 2: What B2B CEOs Want From Their CMOsMeet Randy Wootton, Maxio's CEO, a seasoned tech leader (Microsoft, Salesforce) turned 3x CEO. He explores the evolving CMO role, stressing value creation, C-suite collaboration, tech-savviness, data-driven creativity, and thought leadership proficiency. Randy advocates storytelling, a strong POV, and aligning with CEOs for success."You've got to have this real North Star around what you want your experience to be for the people interacting with your company." - Randy WoottonRandy advocates that CMOs must adapt to these changes by developing data-driven strategies, crafting compelling narratives, and aligning their efforts to help shape the company's...2023-09-1734 min
C-Suite Sales & Marketing PerspectivesCMOs, What Makes Your Message 22x More Memorable?Karyn Scott emphasizes the importance of storytelling in B2B marketing. As an experienced journalist, CMO, and marketer with Salesforce and Cisco, she believes storytelling is the key to putting the customer at the forefront and creating an emotional connection. She highlights the neuroscience behind storytelling, explaining how our brains are wired to remember and process stories more effectively than facts and data."The number one job of a CMO is to be a great storyteller. And stories are 22 times more memorable than facts and data." - Karyn ScottKaryn also emphasizes the need for...2023-09-1729 min
C-Suite Sales & Marketing PerspectivesA 2x CMO & Ex-CRO's POV on SuccessIn this interview, 2x CMO and former CRO Dayna Rothman discusses her insights from her time as CMO at OneLogin, where she learned from the failure of three previous CMOs due to their inability to benchmark and track the business impact of marketing and report it all the way up through the board. Dayna states, "Making those connections and ensuring that the organization understands marketing's impact on the business is crucial."Dayna also believes that data-driven content is key to thought leadership and advisory roles in sales. She highlights the importance of leveraging internal research a...2023-09-1726 min
C-Suite Sales & Marketing PerspectivesPart 5: Why B2B CMOs Fail So QuicklyJamie Gier, a three-time B2B CMO, discusses the challenges faced by B2B CMOs and why they often fail quickly. She emphasizes the difficulty of creating a brand and generating high-quality content in a B2B environment with elongated sales cycles and multiple decision-makers. "Today's brand is tomorrow's demand, and CMOs must balance immediate results with a strategic focus on brand building and content creation. Content plays a key role in building trust and influencing purchasing decisions." - Jamie GierJamie also explains the need for a content strategy to remove friction points in t...2023-09-1630 min
C-Suite Sales & Marketing PerspectivesCMOs: Embracing B2C Strategies for More B2B SuccessBrandon Rhoten, the current CMO of GroundTruth, leverages his rich B2C experience acquired during his time at Wendy's and as the CMO at Papa Johns and Potbelly Sandwiches. In this exclusive interview, discover his unique method of merging B2C and B2B marketing that includes but goes much deeper than grabbing more attention and connecting with the emotional needs of B2B buyers. Explore Brandon's unique fusion of B2C and B2B tactics to fuel innovation at GroundTruth.After listening for years to the likes of Forbes, Gartner, and Oracle about making B2B...2023-09-0931 min
C-Suite Sales & Marketing PerspectivesCMOs, Stop Relying on Marketing AttributionIn this interview, Jon Ewing, a three-time B2B CMO, discusses the role of marketing attribution in B2B marketing. While acknowledging the importance of data-driven marketing, he cautions against overreliance on attribution models, particularly in the complex B2B sales process. Ewing emphasizes the need for experimentation and proxy measures to gauge the effectiveness of marketing efforts, especially in areas that are difficult to measure, such as events. Jon discusses the concept of the McNamara fallacy, which highlights the dangers of focusing exclusively on measurable data and ignoring the unmeasurable aspects of marketing. He warns against p...2023-09-0531 min
C-Suite Sales & Marketing Perspectives5 B2B Go-To-Market Best PracticesCMO Fran Wilson has a wealth of experience in B2B software and was involved in the growth of Red Hat from its early stages to its acquisition by IBM for over $4 billion. Fran highlights the importance of focusing on a limited number of growth bets when developing a go-to-market strategy. She advises against spreading resources too thin by simultaneously chasing too many growth opportunities. Fran suggests focusing on three to five growth priorities that align with the organization's goals and capabilities. This approach ensures alignment across the organization and enables effective resource allocation."If you try...2023-09-0528 min
C-Suite Sales & Marketing PerspectivesNurturing Ongoing Thought Leadership: Fueling Content InnovationVincent Guérin, VP and Head of Marketing at Trolley, joins Steve MacDonald on the B2B Marketing Perspectives podcast to discuss the importance of content and thought leadership in B2B marketing. Vincent highlights the challenge of creating content for industries where marketers are not the persona or ideal customer profile (ICP). It's important to create content that addresses the pain points and challenges of the target audience, even if you don't personally experience them.Vincent stresses the need to build trust with potential clients through thought leadership content that showcases expertise and positions th...2023-09-0530 min
C-Suite Sales & Marketing PerspectivesCMO Secrets for Content Strategy & CreationIntroducing Elizabeth Irvine, VP of Marketing and Customer Success at MarketMuse. Elizabeth has a wealth of experience in the marketing industry, having worked at Gartner and led BDR teams. In this interview, we will delve into the importance of content planning and uncover the untapped resources that CMOs can leverage to create thought-provoking and engaging content.Elizabeth highlights the need for marketers to think beyond traditional content planning processes. By prioritizing customer conversations and leveraging customer data, marketers can create content that truly resonates with their audience. This approach not only enhances the effectiveness of content marketing...2023-09-0519 min
C-Suite Sales & Marketing PerspectivesCMO Insights from the Founder of a Revenue Attribution PlatformSteffen Hedebrandt, founder and CMO of Dream Data, discusses the importance of revenue attribution in B2B marketing. He emphasizes the need for marketers to think long-term and connect their activities to revenue outcomes. Steffen shares insights from a benchmark study of 400 customer journeys. Steffen discusses the average length of a B2B customer journey (192 days), the number of touches required (31 sessions), and the implications to B2B marketers for driving revenue. "You need to constantly be curious about how your company wins revenue. So, every time you win a deal, start thinking about what ac...2023-09-0528 min
C-Suite Sales & Marketing PerspectivesThe Importance of Hyper-Personalization in B2B MarketingIn this interview, Anil Rege, CMO of Plastic Financial Rewards, discusses the importance of hyper-personalization in B2B marketing. Drawing from his experience in the CPG industry, Anil explains how B2B marketers can learn from B2C strategies to understand better how to engage their customers. He emphasizes the need to consider B2B prospects as consumers and create personalized content that addresses their needs and pain points. Anil also highlights the role of data in personalization and the importance of building credibility through thought leadership content.In the B2B world, every sale represents a...2023-09-0228 min
C-Suite Sales & Marketing PerspectivesCMOs: Abandon What You Once Held DearIn this interview with Aaron Ballew, CMO of Split, he introduces the concept of forced learning and abandoning traditional marketing practices. Aaron shares his journey from engineering to marketing and discusses the challenges faced by high-growth tech companies in today's economy.He emphasizes the need for companies to shift towards efficiency and lower costs, which requires reevaluating and experimenting with marketing strategies. Aaron provides examples of how he applied forced learning to cut funding for certain marketing activities and the key learning that had never happened before. By going back to first principles and understanding the target...2023-09-0227 min
C-Suite Sales & Marketing PerspectivesCMOs, Are You Using Discriminative or Generative AI?In this interview, Neil Morrison, Global Head of Measurement at Signal AI, discusses key advancements in AI as discriminative AI, which allows for the identification of specific concepts within unstructured data. Morrison explains that discriminative AI enables companies to track their brand mentions, identify relevant topics, and measure their performance against competitors. Companies can gain insights into their brand expertise and trust score by analyzing media coverage. Morrison emphasizes the importance of understanding the full scope of AI capabilities and distinguishing between discriminative AI and generative AI.Neil also talks about the importance of tracking brand reputation...2023-09-0131 min
C-Suite Sales & Marketing PerspectivesEmbracing Marketing and B2B Strategies: A Necessity for Higher EducationMonica Cooper, CMO of the Robinson College of Business, discusses the challenges facing higher education in today's market. The insights shared by Monica Cooper shed light on the changing landscape of higher education marketing. As colleges and universities face declining enrollment challenges and skepticism about a degree's value, they must adapt their marketing strategies to remain competitive.The integration of B2B marketing principles, collaboration with employers, and alumni involvement in the curriculum are crucial elements in positioning higher education institutions as valuable partners to students and businesses. Institutions can attract the right students and forge meaningful...2023-09-0123 min
C-Suite Sales & Marketing PerspectivesThe Modern CMO's Role as Strategic Business PartnerMeet Vinay Nair, a former CMO with experience at companies like IBM and Microsoft, who shares his insights on being a successful CMO and building strong relationships with the C-suite. Vinay has a phenomenal background as an analyst, consulting, the planning side, owning the P&L, and doubling SaaS companies from 25 to 50 million in ARR.He emphasizes the importance of understanding P&L and revenue planning and the need for marketers to be business leaders, not just marketing leaders. Vinay also highlights the value of content in driving growth and success for companies, stressing that it is...2023-09-0125 min
C-Suite Sales & Marketing PerspectivesCracking the Code: Unified Sales & Marketing Revenue StrategiesIntroducing Morgan DiGiorgio, the Senior Vice President of Sales and Marketing at DirectMail 2.0. Morgan is directly responsible for capitalizing on the potential of aligning the sales & marketing functions. Her results? An impressive 152% growth over three years. Despite a challenging market environment for her Ideal Customer Profiles (ICPs), her strategies have helped lead the company to secure a spot on the Inc. 5000 list for the past three consecutive years. Learn from her successes during this in-depth interview.“My sales team heavily relies upon us to put out that content marketing so that they can take advantage of it on...2023-08-3126 min
C-Suite Sales & Marketing PerspectivesBuilding the Foundation for Marketing Success in StartupsIntroducing Anne Gherini, CMO at Sierra Ventures, as she shares her insights on building marketing foundations for startups and the importance of customer obsession. With a background in B2C and B2B marketing and deep experience in the startup and venture capital space, Anne has a wealth of knowledge to share. As the CMO at Sierra Ventures, she works closely with early-stage founders, helping them build a strong foundation for marketing and go-to-market strategies."The best founders we see are obsessed with those customers. They're obsessed with the customer problem. It's really about what are the...2023-08-2734 min
C-Suite Sales & Marketing PerspectivesCMOs: How to Craft Your Dream Sales PartnershipMeet Bill Glenn, a veteran in the world of marketing and CMO at Blueboard, an experiential recognition reward company. With over 25 years of experience in B2B marketing, Bill has held multiple CMO positions at Series B and Series C companies.Bill contends that marketing should provide value in the company's reputation and offerings, as well as an investment in individual salespeople. By helping salespeople establish trust, credibility, and industry expertise, marketing sets them up for success in building long-term relationships with customers. Bill has ideas for creating salespeople’s industry expertise that fall outside of conventional no...2023-08-2728 min
C-Suite Sales & Marketing PerspectivesThe CMO's Cross-Department Success StrategyRyan George, the Chief Marketing Officer of DocuPace Technologies, boasts more than two decades of experience in the realm of marketing communications. His expertise lies in cultivating an all-encompassing and unified marketing strategy. He achieves this by initially deriving value from and integrating insights across all company departments into his blueprint for success. "Don't be fooled into thinking that your job description or your specific role is where you add the most value to the organization. CMOs should be the glue that connects different departments and helps them understand their role in the company's success." - Ryan G...2023-08-2725 min
C-Suite Sales & Marketing PerspectivesCMOs, What's Not Driving 28% of Your Revenue?Introducing Cristy Garcia, the CMO of impact.com and a Chief and Forbes Communication Council member. With almost 20 years of experience in B2B tech marketing, she leads a team of 60 marketers at Impact.com and is a strong advocate for the power of partnerships and influencer marketing.In this episode, Cristy talks about the rising importance of influencer and partner marketing. She discusses how mature partnership programs drive up to 28% of revenue (23% on average), as found in a joint study between Impact.com and Forrester. Â This is the main reason why this channel is becoming increasingly c...2023-08-2628 min
C-Suite Sales & Marketing PerspectivesNavigating the Challenges of a Marketing Department of OneIn this interview, we dive into the challenges and strategies of being a one-person marketing department. Our guest, Ken Lempit from the Austin Lawrence group, shares his wealth of knowledge from serving over 100 B2B SaaS clients.Ken emphasizes the importance of setting expectations, negotiating resources with the CEO, and benchmarking budget allocations. He also highlights the value of thought leadership and credible content in reaching the 97% of potential customers who are not actively searching for a solution."All of us are going after the 3%, and you're only going to get your share. The place...2023-08-2026 min
C-Suite Sales & Marketing PerspectivesCMOs, Stop Trying to Create Thought Leadership ContentIntroducing Tim Hines, the CMO of AmTrav. Tim is a marketing expert, global keynote speaker, and author of the book "The Marketing Starter: How an Entrepreneurial Spirit Will Make You a More Savvy Marketer." In this episode, we discuss the importance of thought leadership and why CMOs should stop trying to create it and simply start implementing it today!Tim recommends that one of the core pillars of a brand’s thought leadership strategy is radical honesty, building tremendous authority and authenticity at the same time.“We try to say, hey, this is what's going on i...2023-08-2023 min
C-Suite Sales & Marketing PerspectivesKey Data Officer Insights for Empowering B2B CMOsHeidi Lanford is a Chief Data Officer with extensive experience in leveraging data and analytics to solve complex business problems. In this interview, she discusses the importance of data in the growth and success of B2B companies. She emphasizes that data is everywhere and that leveraging it effectively is crucial for making informed decisions, building new products, and engaging with customers. Lanford highlights the role of data in digital transformation and explains how it is the driving force behind business processes and decision-making. She also explores the benefits of data internally, with partners, and in marketing and sales.2023-08-2026 min
C-Suite Sales & Marketing PerspectivesData-Driven CMOs: Powering Internal Collaboration & Revenue GrowthIn this interview with Lisa Hayashi, the CMO of Safeguard Cyber, she brings a unique perspective to the table, having started her career in angel investments and business development for startups. She has witnessed the growth and exits of various companies, and she shares her insights on how CMOs can drive internal collaboration and revenue growth."We serve sales. When you serve a team, it means you help them be successful all the time. So we walk in the shoes of our salespeople and bring them along the journey by constantly displaying empathy and using data to...2023-08-2029 min
C-Suite Sales & Marketing PerspectivesHow to Enhance Product Value Through Thought LeadershipAllie Collins is the Head of Marketing at Centime, a cash management company that provides solutions for CFOs and small to midsize businesses. With over a decade of experience in B2B SaaS marketing, Allie has a strong background in RevOps and data-driven marketing strategies. Allie joins Steve MacDonald on the B2B Marketing Perspectives podcast to discuss the significance of thought leadership, its direct correlation with products and their perceived value, methods to infuse absolute authenticity into thought leadership communication, and the influence of data-driven insights on performance enhancement. Allie boasts extensive expertise in B2B S...2023-08-1335 min
C-Suite Sales & Marketing PerspectivesBreaking the Norms of Marketing and Sales AlignmentIntroducing Adam Figueira, a marketing leader with over 15 years of experience in running marketing teams across various industries such as EdTech, MarTech, and FinTech. He has a unique perspective on developing creativity from his teams and working closely with sales—even participating in sales calls.“I tell my marketing teams to think of themselves as air traffic controllers. So the job of an air traffic controller is at any given time to know where the planes are at the airport, who's on the runway, who's on the ramps, who's getting ready to be pushed back from the gate...2023-08-1329 min
C-Suite Sales & Marketing PerspectivesCMOs: From PowerPoint to Profits - Bridging the GapIntroducing Daniel Christian, the Senior Vice President of Marketing at Tradesmen International. Daniel is a proficient bridge builder between marketing strategy and profitability. His distinctive perspective stems from his leadership experience in marketing, running customer support, and the incorporation of insights from all internal departments. This collection of experiences forms his unique approach, termed "internal thought leadership.” By bringing together external perspectives with internal teams and anchoring them to the company's vision and mission, marketers can become thought leaders, propelling growth. Daniel aligns the company's internal focus with customer needs through the concept of a common unit of measure, ef...2023-08-1228 min
C-Suite Sales & Marketing PerspectivesThe Nonlinear Buyer's Journey: Leveraging Content for B2B SuccessMonique de Maio is the founder and CMO of OnDemandCMO, a marketing agency specializing in B2B companies in the tech, professional, and financial services industries. With over 25 years of experience, Monique has helped numerous clients navigate the complex world of B2B marketing and leverage content to drive success.​In this interview, Monique discusses the importance of understanding the non-linear nature of the buyer's journey in B2B marketing. She emphasizes the need for B2B companies to create content that meets the needs of buyers at every stage of their journey rather than relying on a...2023-08-0523 min
C-Suite Sales & Marketing PerspectivesPart 4: Why Do B2B CMOs Fail So Quickly?Introducing Melissa Sargeant, a four-time CMO with 25+ years of experience in tech marketing. Melissa understands that content is the key to the company's success, rating it a 25 on a scale of 1-10. Across all marketing channels, Melissa leverages data to measure content attribution, revealing true pipeline velocity drivers. This data is shared weekly with her team, the C-suite, and sales, fostering trust, respect, and collaborative relationships across teams and the organization. Skillfully using content and marketing attribution data is key to her success, which is why she isn’t a CMO failing quickly—but thriving.How do you...2023-08-0426 min
C-Suite Sales & Marketing PerspectivesWhat CEOs Want From CMOs: Challenging the Typical PerspectiveMeet Denys Dubner, the visionary CEO at the helm of two prominent international companies. Boasting a rich marketing background, Denys has consistently delivered impressive growth in his previous roles as a CMO. His distinct approach to what he expects from his CMOs sets Denys apart.In this interview, Denys strongly emphasizes generating customer value, particularly at the top of the funnel, targeting the 97% of potential customers who are not yet familiar with your brand. For Denys, it's crucial that CMOs prioritize brand awareness, trust, and likability in advance of direct contact. Being a faceless company approaching customers...2023-07-3126 min
C-Suite Sales & Marketing PerspectivesThe Sales Enablement Content Magic FormulaIn this podcast, join Marc McNamara, Founder and CEO of The Enablement Group, and Brian Cleary, a former CMO and Chief Strategy Officer, as they delve into the crucial topic of sales enablement and the significant role of content in this process. The discussion centers around the vital importance of providing salespeople with well-curated and organized content that is readily available to them.Throughout the conversation, they shed light on the challenges that arise in content management and stress the significance of measuring content utilization, attribution, and engagement and how these indicators help sellers easily serve and...2023-07-2837 min
C-Suite Sales & Marketing PerspectivesSubject Matter Experts and Marketing SuccessIn this interview with host Steve MacDonald, meet Monique de Maio, the founder and CMO of ondemandCMO, a 25-year-old marketing company that serves some of the biggest names in B2B marketing, such as IBM, Intel, Cox Communications, and Iron Mountain. Monique discusses the importance of content in B2B marketing and how it can be leveraged across the buyer's journey. She emphasizes the need for companies to have a unique point of view and message bolstered by subject matter expertise that sets them apart from their competitors. Monique explains that thought leadership and highly valuable educational industry content...2023-07-2223 min
C-Suite Sales & Marketing PerspectivesA Modern Approach to the CMO's Strategy & Budgeting FrameworkIn this interview with host Steve MacDonald, meet Stephanie Shreve, a MarTech CMO with over 25 years of marketing experience, as she shares a modern approach to the CMO's strategy and budgeting framework. In a time when marketing budgets are shrinking but expectations are not, Stephanie introduces the CORE-MORE-EXPLORE framework. This framework involves allocating 70% of the budget to known tactics that have proven to work (CORE), 20% to slightly outside-the-box strategies (MORE), and 10% to completely new and experimental tactics (EXPLORE). Stephanie emphasizes the importance of data and collaboration in gaining buy-in from the CFO and CEO. She also highlights the significance...2023-07-2124 min
C-Suite Sales & Marketing Perspectives3x CMO Shares Pennies-to-Profit Email Marketing InsightsAre you getting results from your email marketing for just pennies on the dollar? Join host Steve MacDonald as he delves into the world of email marketing with renowned expert Chip House. As a three-time B2B SaaS CMO and the CMO of Insightly, a leading marketing automation CRM tool, Chip brings a wealth of knowledge and experience to the table. In this episode, they explore successful email marketing strategies, the importance of measuring ROI, and the role of engagement metrics in campaign evaluation. Discover how to create quality content, build trust with your audience, an...2023-07-1523 min
C-Suite Sales & Marketing PerspectivesTransforming Pipeline Development, 1% at a TimeIn this interview with host Steve MacDonald, Amy Kohl, CEO and Founder of AK Operations, shares the revenue-driving activities that, when improved by just 1%, can have a profound impact on team focus and revenue creation from the top to the bottom of the funnel. Amy emphasizes the importance of the quality of the company’s content and assets. When the leadership team grasps the relationship between content and the ability to drive greater pipeline penetration and revenue impact through the power of 1% changes, they are seeing the results much faster than anyone else.The interview's main takeaway is...2023-07-1429 min
C-Suite Sales & Marketing PerspectivesPart 3: Why B2B CMOs Fail So QuicklyJoin host Steve MacDonald in this engaging episode of B2B Marketing Perspectives as he sits down with Darryl Praill, an accomplished four-time CMO and two-time CRO with an impressive track record. Darryl, a renowned content creator and respected figure on LinkedIn, delves into the captivating topic of why B2B CMOs face rapid failure and presents an array of thought-provoking strategies to tackle this issue head-on.Drawing from his extensive experience, Darryl emphasizes the critical importance of cultivating a deep understanding of external audiences and their needs. However, he also sheds light on a less-discussed aspect...2023-06-2844 min
C-Suite Sales & Marketing PerspectivesA B2B CMO’s Most Overlooked AssetIn this interview, Mariana Just, Vice President of Global Revenue Marketing for Acrolinx, discusses the critical importance of content marketing and how it impacts the overall success of a business in driving revenue. Mariana compares content to oxygen for organizations. She stresses that content is an asset with real, measurable value. Mariana has repeatedly proven that content is essential for demand generation and should not be considered an afterthought. She asserts that content impacts all stages of the buying cycle, serving to educate, sell, and provide a positive customer experience.Mariana further stresses the importance of developing...2023-06-2009 min
C-Suite Sales & Marketing PerspectivesPart 2: Why B2B CMOs Fail So QuicklyAre you looking to increase the conversion rate of your leads? Having a hard time getting your marketing team to work well with sales? Want to have a fully integrated go-to-market effort from initial lead generation all the way through customer retention?In this interview, Steve MacDonald interviews Nancy Maluso, a seasoned B2B marketing expert with a background as a leading CMO, a Chief Strategy Officer, a Forrester Analyst specializing in B2B GTM consulting, and former Vice President of Sales. Nancy shares her insider insights from consulting with B2B companies while at Forrester to...2023-06-2037 min
C-Suite Sales & Marketing PerspectivesGuide: 10 Award-Winning GTM & Rev Ops StrategiesAre you struggling with producing demand-generation campaigns that create meaningful sales conversations? Having a hard time expanding and scaling efficiently? Need a new perspective to get back on track or go to the next level?In this podcast interview, Amy Kohl, CEO and Founder of AK Operations, shares 10 unbeatable go-to-market and conversion strategies that have yielded award-winning results. AK Operations, a fractional sales and marketing powerhouse specializing in scalable go-to-market and revenue operations programs, has mastered these strategies.A key focus for Amy is the significance of understanding prospects on a profound level. AK Operations...2023-06-2029 min
C-Suite Sales & Marketing PerspectivesConquering the Top 10 Challenges for Content Marketing SuccessAre you struggling to create content marketing that impacts revenue? Having a hard time justifying growing your content budgets? Want to know how to overcome the biggest content marketing fail?In this podcast interview, Mary Keough, the Head of Marketing at Map My Customers, sheds light on the Top 10 challenges faced in content marketing in the B2B sector. According to Mary, content holds the utmost significance and should be the focal point of any marketing strategy.During the discussion with Steve MacDonald, Mary Keough delves into the major internal and skillset obstacles encountered in...2023-06-0625 min
C-Suite Sales & Marketing PerspectivesRedefining the MQL: Unveiling New Strategies for Marketing and Sales AlignmentThis episode covers lead scoring, aligning with sales, utilizing different content forms, sparking conversations, and Chip's unique approach. The central focus of the discussion revolves around the evolving definition of the marketing qualified lead (MQL). Chip shares his belief that the definition of the MQL needs to evolve and offers valuable insights into the viability of this metric and its relevance to B2B companies.In the past, the concept of the MQL has been frequently misused and manipulated by marketers, often fixating solely on the initial stages of the marketing funnel. However, Chip emphasizes the importance...2023-05-2235 min
C-Suite Sales & Marketing Perspectives"Oxygen for B2B Brands: Unleashing the Power of Content Marketing"In this episode, fractional CMO Michael Baer argues that a strong brand and a comprehensive understanding of the customer are prerequisites for sustainable growth. Companies can create content that fosters meaningful interactions with their brand only when they truly comprehend their customers and their needs. By leveraging this understanding, businesses can develop a compelling and attractive differentiating factor that resonates with their target audience.Michael goes on to emphasize that content acts as the lifeblood or 'oxygen' for any B2B brand. It catalyzes customers to engage with the company and begin envisioning it as a potential...2023-05-2137 min
C-Suite Sales & Marketing Perspectives7 Marketing Tips From a 3x B2B SaaS CMODawn Crew, a three-time B2B SaaS CMO, emphasizes the significance of content to marketing and sales success. The conversation delves into a range of six additional must-have tips on.How important is content to the role of marketing?How to use content to spark new conversations?How to qualify lead conversations in preparation for sales?How do you address the buyers that aren’t in the market today?How to create highly valuable, non-superficial content?Final words of wisdom from DawnThis episode contains Dawn's invaluable marketing insights accumulated from numerous experiences throughout the years, co...2023-05-2031 min