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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

26:18

Our Land-and-Expand Strategy Is Broken

C-Suite Sales & Marketing Perspectives ·

2025/04/08

💡 Vidhya Srinivasan, Chief Product and Marketing Officer at Magnit, discusses how companies miss massive revenue gains by fixating on new customer logos. She emphasizes the urgency of building greater trust with existing clients to expand deals more efficiently. She pinpoints the role of collaboration across sales, marketing, and product in guiding the entire customer lifecycle. She invites leaders to rethink land-and-expand as a long-term growth engine. 💡“It’s really important that people don’t

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29:03

How Important Are People in Creating Unicorns?

C-Suite Sales & Marketing Perspectives ·

2025/04/07

💡Guillem Fiter, the CMO of Opti Digital, talks about the often-underestimated role of the people factor in creating unicorn companies. He discusses his transition from engineering to marketing, emphasizing how a solid people-centric culture is crucial for fostering exponential growth in organizations. Fiter also shared practical insights into fostering company culture, encouraging employee engagement, and the strategic role of marketing in building competitive advantages.💡" I’d say that in

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30:07

How Do You Demonstrate B2B Value? A Challenge to...

C-Suite Sales & Marketing Perspectives ·

2025/04/07

💡Lina Tonk, the Chief Marketing Officer of Recurly, Lina Tonk, as they delve into the complexities of demonstrating B2B value. With her vast experience in marketing and sales, Tonk offers a distinctive perspective on aligning sales strategies and enhancing customer experiences by exploring the significance of customer-centric strategies, the vital role of intimate listening in differentiating brands, and how these elements contribute to delivering tangible value in the B2B landscape.💡"Listening

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26:14

Overcoming the Challenge of B2B Buyers' Own...

C-Suite Sales & Marketing Perspectives ·

2025/04/02

💡 Vera Huebner, Chief Marketing Officer at Frankfurt School of Finance & Management, discusses re-educating B2B buyers in detail. Her insights explain how reframing challenges creates urgency and builds trust. She underscores the importance of positioning the brand as a trusted advisor before engaging in sales. Her message motivates decision-makers to rethink their approach and seize growth opportunities.💡“When speaking to a customer, you need to reframe their problem. Show them that they are

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24:56

How to Redefine Value in the Buyer’s Journey

C-Suite Sales & Marketing Perspectives ·

2025/04/02

💡 Ryan Nelsen, Chief Marketing Officer at StackAdapt, dives deeply into redefining value across today’s complex buyer journeys. He discusses the impact of trust, the power of customer-centricity, and the strategic role of brand marketing. He shares real-world insights on combining brand and performance efforts for maximum revenue impact. He also outlines how AI and creative collaboration spark new ideas in B2B marketing. 💡"Know your audience and the pain points they truly need you to solve

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30:40

Why B2B Companies Fail to Capitalize on Their Most...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Aleassa Schambers, Chief Marketing Officer at Seerist, shares her rich history in marketing and delves into the crucial topic of leveraging customer experience (CX) as a competitive advantage. With insights from her diverse background that spans PR, sales enablement, and broad marketing leadership, Aleassa discusses how CMOs can elevate their role within the C-suite by championing CX and building deeper customer relationships.💡"Marketing has much more responsibility and ownership of the customer

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32:13

How to Create Year-Over-Year Growth in a Vastly More...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Sunita Kishnani, Chief Marketing Officer at Softude, discuss innovative strategies in account-based marketing (ABM) and go-to-market approaches for B2B companies. Sunita dives into the transformation and elevation of marketing roles within businesses and the critical shift towards chief growth officers. In an industry characterized by extreme competition, understanding the new landscape of ABM and being a strategic advisor to clients are pivotal.💡" There are no shortcuts, so be consistent in what

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33:38

What is the CMO's Agenda for Setting Priorities?

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Sheel Gupta, Fractional CMO/CGO and Co-Founder of 1to10, dives into the critical agenda for CMOs in their first 60 days, focusing on leveraging customer insights to drive comprehensive marketing strategies. Sheel shares her journey from a marketing operations specialist to a strategic leader managing sales, marketing, and customer success, offering listeners a wealth of knowledge on aligning marketing initiatives with corporate growth objectives.💡" When you join a company, it's so important to do

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37:04

CMOs: Start Being Uncomfortable About the Concept of...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Lee Grunnell, CMO at Womble Bond Dickinson (UK), sheds light on the critical examination of the Ideal Customer Profile (ICP) and the necessity of being uncomfortable with traditional marketing concepts to achieve growth and customer satisfaction. He advocates for a market-oriented approach, urging businesses to see the world through their customers' lenses rather than their own. This marketing podcast episode is filled with insights on customer focus, market orientation, and the ever-evolving

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36:22

Why Our Lack of Focus Is Our Number One Growth Problem

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Monica Elgemark, Chief Marketing Officer at Oneflow, delves on the challenges companies face in maintaining focus on their Ideal Customer Profile (ICP). Monica brings her extensive experience to the table, discussing how internal company issues can sometimes be the biggest roadblocks to sustainable growth. She emphasizes the crucial role of marketing in aligning company-wide strategies with a clearly defined ICP.💡" Focus in general is very important, and ICP is one of the basestones for

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30:49

How to Create Your Go-to-Market Ecosystem

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Stephen McCarney, CMO at The Merlin Group, shares his extensive experience in scaling businesses and turning around stagnation by forming robust ecosystems. He delves into his professional journey, reflecting on his role in areas like cybersecurity, secure access services, and FedRAMP compliance. This episode sheds light on the Merlin Group's structured approach to fostering collaboration within and outside the organization to drive business growth.💡" The best technologies aren't the most

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28:39

CMOs: How to Overcome Our Biggest Internal Challenges...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Andrej Krahne, Chief Innovation and Marketing Officer at Hyand Technology, dives into the internal challenges that B2B companies face, which Andrej uniquely identifies as the biggest obstacles to sustainable growth. Using his extensive experience in marketing and innovation, Andrej discusses how aligning communication strategies and focusing on enhanced customer experiences can pave the way for overcoming these roadblocks.💡" Start doing something and do not hide yourself in theoretical light

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33:52

Breaking Through the Uphill Trust Battle of Today's...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Jaume Ayerbe, Chief Revenue Officer at Nalanda Global, shares insights about the critical role of trust in B2B sales. Jaume sheds light on the importance of cultivating trust with prospects and customers across different cultural landscapes. He also delves into the complexities of trust, its decline in B2B sales, and how organizations can navigate these challenges to build lasting relationships.💡" Trust is something that needs to be led from the senior management down to the organization. Trust

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32:35

CMOs: Why You Need Five-Star Reviews for Everything...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Horst Müncheberg, Chief Marketing Officer at ABLE Management Services, delve into the pivotal role of marketing as an enabler within organizations and the importance of aligning marketing outputs with customer and internal stakeholders' needs. Highlighting the theme "Why You Need Five Star Reviews for Everything You Produce," the discussion unfolds Horst's unique perspective on how marketing content can be validated through effective feedback mechanisms.💡" Bringing your marketing into high level

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32:11

The Missed Opportunity for Fractional CMOs

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Kaila Yates, Interim CMO at Zellis, delves into the evolving role of the fractional CMO. With the business landscape rapidly shifting due to post-COVID challenges and AI advancements, the role of fractional CMOs is transitioning significantly. Kails discuss, understanding the trajectory of marketing strategies and how fractional leaders can effectively integrate and alter organizational practices is imperative.💡"It doesn't matter what you do if you can't prove that you've had an impact." - Kaila

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35:09

CMOs: Why Is Marketing Losing Its Seat at the Table?

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Edyta Malatrat, Chief Marketing Officer at Symfonia, delves into the substantial role of marketing in today's corporate landscape and how it often faces the challenge of maintaining its seat at the executive table. Edyta shares insights from her robust career journey, emphasizing the need for marketing leaders to blend strategic thinking with tactical prowess, foster strong relationships across the C-suite, and adopt a mindset of business ownership akin to brand managers in the FMCG space.💡" Show

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30:59

The Mental State of Today’s CMO

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Kady Srinivasan, Chief Marketing Officer at Lightspeed Commerce, discuss the challenging and ever-evolving role of a CMO in today's business landscape. With vast experience across different market strategies, Kady delves into the mental state of modern CMOs, particularly focusing on the role's stressors and expectations. She also touches upon the dynamic nature of the marketing landscape over the past 15 years and the imperative for constant adaptation.💡"The one thing that I found very useful in

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33:47

CMOs: Why Our Internal Challenges Are as Important as...

C-Suite Sales & Marketing Perspectives ·

2025/03/14

💡Will Milano, Principal of Paramount Professional Services Marketing, delves into the often-overlooked internal challenges that B2B businesses face in their growth journeys. He also unpacks why these internal hurdles exist and how organizations can overcome them. The conversation explores the lack of marketing experience among C-level executives and the critical role of internal education to align marketing strategies with business goals.💡" Your brand strategy and your demand strategy are not at

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28:20

The Pre-Decision Playbook: Building Trust Before B2B...

C-Suite Sales & Marketing Perspectives ·

2025/02/26

💡 Emily Askham, CMO at Natixis Investment Management, explores the crucial role of marketing in building trust within the B2B financial sector. She highlights strategies for fostering credibility, including voice-of-the-customer programs and third-party research. The discussion also covers proactive problem-solving and CX-driven differentiation for long-term success. 💡"Most people will listen to you if they like you. But unless they trust you, they won’t do business with you. That’s why trust is

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26:42

What Does Creating Hypergrowth Look Like for Today's...

C-Suite Sales & Marketing Perspectives ·

2025/02/25

💡 Peggy Studer, CMO at Klaxoon, explores the complexities of driving sustainable hypergrowth in B2B. She shares insights on cultural nuances, marketing technologies, and the balance between short-term wins and long-term growth. She emphasizes product marketing, brand building, and data-driven strategies and highlights team dynamics, customer voice, and adaptability as key to success. 💡"If you want to achieve hypergrowth, you have to be willing to open up and carefully examine things to see what

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239 results

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