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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

30:58

CROs: The Science Behind Building a Predictive...

C-Suite Sales & Marketing Perspectives ·

2025/09/17

Episode #217:Aviv Canaani, Chief Revenue Officer at Datarails, breaks down how to engineer a predictable revenue model by treating go-to-market like a factory. He explains the handoffs between marketing, SDRs, AEs, and solution consultants, and why brand trust and creative risk-taking accelerate demand, conversion, and forecasting accuracy.“We generate all the demand and all the leads through marketing. I can actually tell you how much budget we're using in marketing, how many meetings we will be

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26:06

The CRO's Dilemma: Mastering Long-Term Vision While...

C-Suite Sales & Marketing Perspectives ·

2025/09/09

Episode #216: Tarmo Van Der Goot, Chief Revenue Officer at Frisbii, explains how to reconcile quarterly targets with durable growth. He frames Net Revenue Retention as the North Star that keeps short-term choices tethered to strategy. He details how a unified ICP, tight product partnership, and direct voice-of-customer contact prevent reactive churn. He closes with culture and focus as the foundation for cross-sell at scale."Make sure that your short-term, quarterly goals are aligned with your

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28:53

B2B C-suite: Fixing the Foundational Crisis in our...

C-Suite Sales & Marketing Perspectives ·

2025/09/08

Episode #215:Cindy White, Chief Marketing Officer at Mitek Systems, traces a global path from B2C brand building to purpose-driven B2B leadership. She explains how advanced AI and biometrics at Mitek safeguard real people and real identities. Her focus is on stopping bots and fraudulent actors before they cause harm. Her personal passions and philanthropy underscore a career centered on using technology for good.“Integration matters in this world of too much information. It's the consistency of

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41:36

Inside the Challenge Report: Real ABM Through Trust,...

C-Suite Sales & Marketing Perspectives ·

2025/09/04

Episode #214:Baris Vural, Chief Revenue Officer at Smartlinxs, and Rhiannon Staples, Chief Marketing Officer at ClearCompany, unpack the top growth blockers their peer C-suite leaders face. They connect internal misalignment, weak customer insight, and low trust to stalled revenue and show how ABM, if executed through brand and VoC, solves these gaps. As a result, you can expect practical guidance on aligning teams, refining ICP, and ultimately turning trust into pipeline momentum.“People buy

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29:51

Building Trust Through Human Connections in a Digital...

C-Suite Sales & Marketing Perspectives ·

2025/09/01

Episode #213:Felix Bartels, CMO at Serviceplan Group, discusses how businesses can navigate today’s complexity without losing human connection. He explains why customer trust is the foundation of sustainable growth. Felix emphasizes the crucial role of proactive listening and customer engagement in data-driven strategies. He also shares how building peer communities can create a long-term impact.“The solution to today’s complexity is simple to say but hard to execute. It’s all about the human

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35:14

What Can’t Be Personalized?

C-Suite Sales & Marketing Perspectives ·

2025/08/14

Episode #212:Simon Hodgkins, Chief Marketing Officer at Vistatec, unpacks why true personalization begins with human insight. It’s not just about using technology, it’s about understanding the people behind the data. He also explains how brands can ensure their messages stay relevant across cultures and languages." Machines talking to machines producing non-personalized or generic content will not tick the box and get you connected on a one-to-one level with the audience. You have to have a human at

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42:01

How to Keep the Trust Crisis From Killing Your Pipeline

C-Suite Sales & Marketing Perspectives ·

2025/08/13

Episode #211:Dawn Werry, Chief Marketing and Revenue Officer & Partner at Chief Outsiders, and Jamie Gier, Chief Marketing Officer at DexCare, dissect the top challenges B2B C-suite leaders face. They reveal why internal alignment, customer understanding, and balancing short- and long-term goals matter most. They share hard-won insights on building plans to restore trust in selling. Their practical advice equips executives to drive sustainable growth.“Having a trust-building program and seeing

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42:09

From Internal Politics to Customer Obsession, The CRO...

C-Suite Sales & Marketing Perspectives ·

2025/08/12

Episode #210:Luna Shirley, Chief Revenue Officer at ROI Hunter, and Sanja Gabler, Chief Revenue Officer at Trapets, discuss the most complex growth barriers. They unpack internal alignment, customer obsession, and trust as core levers. They share lessons from long cycles and crowded SaaS markets that turn insights into practical execution.“Once you ensure the general direction is aligned, you are good to go.” - Luna ShirleyThis episode brings two CROs together to unpack alignment, trust, and

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39:02

The Ultimate Trust Builder: Why The Story Is Not...

C-Suite Sales & Marketing Perspectives ·

2025/08/08

Episode #208:Efrat Ravid, Chief Marketing Officer at Quantum Metric, and Lina Tonk, Chief Marketing Officer at Recurly, unpack the top three B2B growth challenges from the marketer’s face in today’s market. They reveal why internal alignment, customer voice programs, and balancing short-term versus long-term priorities fall short without trust programs. Their insights guide executives to prioritize honest conversations over generic campaigns.“Show your customer that you are listening and not just

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27:10

CEOs: Labor Is Your Number One Challenge and Your...

C-Suite Sales & Marketing Perspectives ·

2025/08/08

Episode #209:Todd Treml, Chief Executive Officer at Touching Hearts at Home, outlines a 30-year journey leading franchise growth across retail, B2B, B2C, and senior care. He explains franchising as a distribution model for entrepreneurs. He recounts scaling from two stores to 1,200 locations. He shares why home care work delivers dignity and compassion.“Labor is a major challenge, so don't put barriers in place. Be lightning fast in your response to people who want to work for you. Those companies

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29:21

How to Take Win Rates from 25% to 50%

C-Suite Sales & Marketing Perspectives ·

2025/07/22

Episode #207:Courtny Cloeter, Chief Revenue Officer at OneSource Virtual, explains how reframing growth expectations fuels accelerated success. He emphasizes the importance of continually revisiting real customer value, engaging deeply with feedback, and cultivating a culture that welcomes constructive feedback. Courtny shares how using the “so what” test prioritizes high‑impact initiatives.“You have to build a culture within the company and leadership team to embrace challenges, friction,

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27:22

How to Address the Number One Hidden Challenge for...

C-Suite Sales & Marketing Perspectives ·

2025/07/18

Episode #206:Julian Kulkarni, SVP and Chief Marketing Officer at Reapit, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.“Do not forget the importance of human interaction and human trust, both inside your business and outside it, at

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28:50

How to Define Success in the New Disruption Economy

C-Suite Sales & Marketing Perspectives ·

2025/07/16

Episode #205:Lina Lugova, CMO at EPOM, shares her definition of the disruption economy, drawing on Taleb’s concept of antifragility: constant, unpredictable change fueled by geopolitical shifts, AI revolutions, and evolving customer needs. Lina argues that university‑taught playbooks are obsolete and modern leaders need a “goldfish mindset,” letting go of past successes or failures to connect emerging dots early. She also outlines how success now means building resilient, decentralized teams with

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32:19

The Immersive Human‑in‑the‑Loop Strategy

C-Suite Sales & Marketing Perspectives ·

2025/07/15

Episode #204:Jody Guetter, CEO at finmarkIQ, explains why AI‑era marketing must include real people at every stage. She argues that the human-in-the-loop extends beyond data validation to market testing, focus groups, and brand activation. Jody also shows how CMOs must be technologists without forgetting who they serve and outlines how human touch differentiates B2B strategies in an age of automation.“Today’s CMOs must embrace technology and data without neglecting who we do the work for, which are

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17:31

Mastering B2B Pricing: Driving Profitability, Value,...

C-Suite Sales & Marketing Perspectives ·

2025/07/14

Episode #203: Barbara Toens, Global CMO at Gantrex, explores the often-overlooked impact of pricing on trust and long-term business value. She explains that strategic pricing, when aligned with how customers perceive value, often outperforms a sales volume–driven approach in driving profitability. Rather than relying on traditional cost-based models, Barbara advocates for starting with deep customer insights to set prices that reflect both market expectations and brand positioning."Pricing is one of

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33:20

AI Is Going to Change Our B2B World, But How?

C-Suite Sales & Marketing Perspectives ·

2025/07/09

Episode #202:Rusty Jensen, Chief Revenue Officer at ConnexAI, draws on two decades in contact-center and customer-experience leadership to explain how executives can move beyond AI buzzwords to strategic, high-impact deployment. He clarifies where artificial intelligence delivers immediate gains by automating routine interactions and enhancing the customer experience. He emphasized how disciplined, use-case-driven adoption unlocks trapped capital while positioning teams to innovate faster and serve

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27:33

Chief Sales Officers: How to Get Customers to Come to...

C-Suite Sales & Marketing Perspectives ·

2025/07/08

Episode #201:Ainar Nurk, Chief Sales Officer at Nexi Group, argues that in today’s distrustful climate trust is the decisive currency of B2B growth, demanding company-wide transparency, realistic promises, and long-term value over quick wins. He explains how Nexi’s culture, being rooted in responsible commitments and continuous feedback, converts credibility into lasting customer loyalty, while his own blend of lifelong learning and outside interests models the personal discipline that reinforces

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31:30

CMOs: The Deal Breaker for Creating Long-Term...

C-Suite Sales & Marketing Perspectives ·

2025/07/01

Episode #200:Vladimir Sitnikov, Chief Marketing Officer at Constructor Tech, explains why trust has become the decisive currency in B2B growth. Drawing on his engineering background, he shows how data fluency and AI-driven insights let marketers move from broad claims to verifiable value, turning cautious buyers into committed partners. Vladimir argues that open product trials, transparent pricing, and well-curated analytics shrink the gap between interest and action, especially in competitive

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32:18

It's Unbelievable What Our ICP Shares with Us If We…

C-Suite Sales & Marketing Perspectives ·

2025/05/22

💡 Joris van der Waart, CMO at Lumosa, shares invaluable insights on building brand trust and the critical importance of deeply understanding the Ideal Customer Profile (ICP). He highlights the ongoing decline of trust within B2B relationships and emphasizes that marketers must rebuild it through authentic dialogue and genuine curiosity. Drawing from his experiences, Joris illustrates how direct, unfiltered engagement with customers and internal teams strengthens relationships and sharpens marketing

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30:03

How Marketing Truly Drives Profitable Growth

C-Suite Sales & Marketing Perspectives ·

2025/05/19

💡 Barbara Toens, Global CMO at Gantrex, brings her pricing PhD and global B2B experience to this in-depth discussion. She explains how marketing earns its C-Suite seat by ensuring every decision starts with deep customer understanding. Barbara shares best practices for VOC calls, cross-functional alignment, and transforming marketing from a cost center to a growth engine. 💡 “When marketing leads customer conversations, we transition from vendor to trusted long-term partner.” – Barbara ToensIn this

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239 results

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