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PODCAST

C-Suite Sales & Marketing Perspectives

Steven MacDonald

Welcome to the C-Suite Sales & Marketing Perspectives podcast, a resource of the latest updates and insights in B2B growth strategies. Join us as we engage with CMOs, CEOs, and CROs at the forefront of innovation. Discover how these experts push boundaries, experiment with new approaches, and successfully implement cutting-edge strategies. Stay informed and ahead in the ever-evolving landscape of B2B sales and marketing with this show.

business marketing

All Episodes

19:59

B2C Lessons on How to Explode B2B Growth Partnerships

C-Suite Sales & Marketing Perspectives ·

2024/08/23

💡 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

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34:53

Why Do B2B CROs Fail So Quickly?

C-Suite Sales & Marketing Perspectives ·

2024/08/23

💡 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

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31:10

How to Get Your Sales People Out from Behind the Product

C-Suite Sales & Marketing Perspectives ·

2024/08/15

💡 Sebastiano Pistritto, Chief Marketing Officer at ParcelShield, shares invaluable insights on how to shift the sales perspective from pushing products to building relationships based on trust and understanding. By emphasizing the importance of listening, asking the right questions, and offering solutions rather than sales pitches, Sebastian outlines a strategic approach to sales that focuses on customer-centricity and rapport building.💡"Build trust and go out not thinking you want to sell

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24:26

Part 7: Why Do B2B CMOs Fail So Quickly?

C-Suite Sales & Marketing Perspectives ·

2024/08/02

💡 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

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23:32

Unlocking the Secrets to Success in Billion-Dollar...

C-Suite Sales & Marketing Perspectives ·

2024/08/02

💡 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

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32:23

What Successful B2B Go-To-Market Execution Looks Like

C-Suite Sales & Marketing Perspectives ·

2024/08/01

💡 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

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20:06

CROs: How to Stay Ahead of Your Five-Year Growth Plan

C-Suite Sales & Marketing Perspectives ·

2024/08/01

💡 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

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26:25

A Leadership Evolution: B2B CMO Switches to CEO and Back

C-Suite Sales & Marketing Perspectives ·

2024/08/01

💡 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

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27:38

From CMO to CRO: Marketing and Sales Alignment

C-Suite Sales & Marketing Perspectives ·

2024/08/01

💡 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

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24:14

Exploring the Great B2B Customer Experience Debate

C-Suite Sales & Marketing Perspectives ·

2024/07/17

💡 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

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28:22

How to be a CMO in a Rapidly Growing Startup

C-Suite Sales & Marketing Perspectives ·

2024/07/17

💡 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. 💡Melissa discusses how to be an effective CMO in a rapidly growing startup. She shares her insights on the role

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21:40

CMOs: Stop Undervaluing Net Revenue Retention

C-Suite Sales & Marketing Perspectives ·

2024/07/12

💡 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

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27:04

CMOs: Closing the Internal and External Perception Gap

C-Suite Sales & Marketing Perspectives ·

2024/07/12

💡 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

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24:43

How to Successfully Onboard a New VP of Marketing

C-Suite Sales & Marketing Perspectives ·

2024/07/10

💡 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. 💡"As an executive marketing leader, you can get

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26:24

Thought Leadership: The Sales Enablement Machine

C-Suite Sales & Marketing Perspectives ·

2024/07/10

💡 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. 💡"I'm a huge fan of training your sales force, your sales team, not only to use the content

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33:09

Unlocking Revenue Opportunities Through Win-Loss...

C-Suite Sales & Marketing Perspectives ·

2024/04/19

💡Stu 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.💡"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

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31:32

CSO POV: How to Get Marketing More Involved in Sales

C-Suite Sales & Marketing Perspectives ·

2024/04/19

💡 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

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28:33

Lessons Learned from Building Many Aligned GTM...

C-Suite Sales & Marketing Perspectives ·

2023/12/12

💡Crys 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.💡Crys emphasizes the

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00:04

2024 Report: Why Content is the New ABM

C-Suite Sales & Marketing Perspectives ·

2023/12/12

Barbie 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

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38:22

Part 6: Why Do B2B CMOs Fail So Quickly?

C-Suite Sales & Marketing Perspectives ·

2023/12/04

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

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240 results

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