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PODCAST

Executive Conversations

Maeva Cifuentes

A podcast and marketing therapy session for GTM leaders to talk about the things we don’t talk enough about.

business marketing

All Episodes

00:27:14

From IPO prep to mid-market leadership: hard lessons...

Executive Conversations ·

2025/09/23

In this episode of Executive Conversations, Maeva Cifuentes speaks with Rob Freedman, VP of Marketing at EZO. Rob shares insights from his two-decade career in marketing leadership, including lessons from preparing companies for IPO and navigating high-stakes executive rooms. He discusses how the role of marketing has shifted from brand-led to performance-driven, and why CFOs and product leaders are now calling more shots in GTM strategy.Rob explains the pressure VC-backed companies face to deliver

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00:25:04

CMO-to-CRO isn’t capitulation with Kathleen Booth

Executive Conversations ·

2025/09/09

In this episode of Executive Conversations, Maeva Cifuentes speaks with Kathleen Booth, Senior Vice President of Marketing at Pavilion. Kathleen shares her perspective on why so many marketers today feel cornered—expected to own revenue without the resources, time, or internal alignment to succeed. She explores the short-termism trap, where overreliance on pipeline metrics erodes brand value and creates long-term risk. Kathleen talks about the limits of “educating up” in VC- and PE-backed

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00:26:15

Building tech-savvy marketing leadership with Rick Egan

Executive Conversations ·

2025/08/26

In this episode of Executive Conversations, Maeva Cifuentes speaks with Rick Egan, chief marketing officer at Beyond Inc., a public marketplace for home goods. Rick traces his path from SEO specialist to leading marketing at a listed company, explaining how that journey sharpened his focus on demand signals, technology fluency and stakeholder management. He unpacks the post-covid demand crash, why falling conversion rates reveal market size—not media problems—and how tariffs and inventory gluts

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00:22:38

Running sales and marketing as one engine with Dan...

Executive Conversations ·

2025/08/05

In this episode of Executive Conversations, Maeva Cifuentes speaks with Dan Chapman, VP of sales and marketing at DocNow. Dan tells the story of walking into a startup that was generating one or two MQLs a month, then building a 90-day lead-gen engine that lit up the entire pipeline. He explains how owning both sales and marketing forces a single-funnel mindset, why every project must prove its revenue impact fast, and how he justifies brand spend by showing that one closed deal covers the cost. Dan

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00:32:47

Leading without authority with Igor Kranjcec

Executive Conversations ·

2025/07/29

In this episode of Executive Conversations, Maeva Cifuentes speaks with Igor Kranjcec, VP of marketing at Farseer and at the Sastanak conference. Igor traces his 15-year shift from traffic-obsessed marketer to revenue-owned operator, explaining how linking every marketer’s bonus to closed-won deals ended budget battles and vanity metrics. He breaks down the mechanics of joint sales-marketing deal reviews, share-of-wallet dinners, and full-funnel KPIs that turn marketing into a genuine profit driver

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00:23:40

Aligning marketing, sales and CS with Janet Jaiswal

Executive Conversations ·

2025/07/07

Welcome to Executive Conversations, where we dig into the gritty realities of leading modern marketing teams. In this episode, Maeva Cifuentes sits down with Janet Jaiswal, chief marketing officer at Blueshift and long-time marketing advisor. Janet unpacks why her team now owns 90 percent of pipeline, how she killed the vanity of MQLs in favour of BANT-qualified “stage 1” leads, and what it really takes to align marketing, sales and CS around the same revenue target. She explains the hidden CRM and

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00:22:41

Balancing effectiveness and efficiency with Amir Jadbari

Executive Conversations ·

2025/06/23

In this episode, Maeva talks with Amir Jabbari, the three-time CMO now steering growth at BimeBazaar. Amir explains how bouncing from FMCG to fintech to insurtech sharpened his creativity and pushed him to blend street-level observation with hard data. He breaks down why posture and facial cues matter more than click-through rates, how a brand-attitude study convinced a data-obsessed board to bankroll “click-and-brick” campaigns, and why scaling an ineffective channel is a fast track to failure

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00:23:26

Marketing’s Role in Training AI (and Teams) with...

Executive Conversations ·

2025/06/09

In this episode of Executive Conversations, Maeva Cifuentes speaks with Rachel Weeks, former VP of Marketing. Rachel shares her experience leading B2B SaaS marketing teams and how she’s adapting to the rapid rise of AI across GTM functions. She discusses why AI should be treated like a junior hire, not a plug-and-play solution, and why marketers today are responsible for training not just their teams but also their tools and their execs. Rachel unpacks how leadership roles are shifting under PE

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00:22:19

Breaking the D2C mindset: launching B2B marketing...

Executive Conversations ·

2025/05/26

In this episode of Executive Conversations Natalie Naik shares her experience launching a B2B marketing function from scratch inside a traditionally D2C-focused company. Natalie tells us how she navigated educating leadership unfamiliar with B2B marketing, especially around handling long sales cycles and fundamentally different KPIs.Natalie also touches on selecting the right channels for niche B2B markets, advocating for organic growth, ABM, and partnerships over paid channels. Throughout the

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00:31:36

Why SEO needs a seat at the exec table with Malte...

Executive Conversations ·

2025/05/12

In this episode, Maeva Cifuentes speaks with Malte Landwehr, VP of SEO at Idealo. Malte shares how SEO isn’t just a channel, it’s the foundation of Idealo’s business model and what it actually means to lead SEO at executive level. He walks through how he filters out 75% of ideas using prioritization frameworks, how he scopes influence across five departments without direct authority, and how he handles being the first call when traffic drops. Malte also shares how he’s thinking ahead to generative

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00:28:15

Failing fast: Embracing experimentation with Lindsay...

Executive Conversations ·

2025/04/28

In this episode of Executive Conversations, Maeva Cifuentes speaks with Lindsay Kelley, VP of Marketing at Sonar Software. Lindsay talks us through her techniques for advocating for marketing initiatives within the organization to secure necessary resources. They also discuss methods to develop and present budgets that reflect marketing goals and company targets and strategies to identify and collaborate with internal allies who can champion marketing initiatives.In this episode, we talk

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00:29:03

Podcast Episode Title: Marketing Marketing: Selling...

Executive Conversations ·

2025/04/14

In this episode of Executive Conversations, Maeva Cifuentes speaks with Jordan Hwang, VP of Marketing at OpenPhone. Jordan explains why marketing leaders must learn to "market marketing" within their organization to secure buy-in for initiatives. Jordan and Maeva also discuss expanding influence across teams and aligning stakeholders around shared goals. Jordan emphasizes that cross-functional teams should intuitively understand why marketing does what it does.They also discuss how to cut

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00:26:23

Why GTM Leaders Should Sell the Strategy Before the...

Executive Conversations ·

2025/03/31

In this episode of Executive Conversations, Maeva Cifuentes speaks with Hannah Garner, CRO at Arctic Shores, about the real work behind getting leadership on board with a marketing strategy. Hannah explains why starting with budget is a losing game—executives need to agree on what "good" marketing looks like before numbers even enter the conversation. She shares how GTM leaders can sell their vision when they don’t have the data, using industry benchmarks and market shifts to make a

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00:28:06

How to align marketing and sales for shared...

Executive Conversations ·

2025/03/17

In this episode of Executive Conversations, Maeva Cifuentes speaks with Silvia Valencia, VP of Revenue Marketing at Docebo, about her journey from agency to in-house marketing. Silvia shares how her experience at Refine Labs taught her to manage buy-in, present strategic investment cases, and reallocate budgets effectively. Maeva and Silvia also emphasize the importance of starting relationships with clear communication, setting expectations for short- and long-term outcomes, and delivering early

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00:30:16

Why Internal Buy-In is the Hardest Sale with Charlie...

Executive Conversations ·

2025/03/03

In this episode of Executive Conversations, Maeva Cifuentes speaks with Charlie Riley, Head of Marketing at OneScreen. They discuss the importance of establishing trust with internal stakeholders and the need to understand each department’s motivations so you can communicate the value of marketing in their terms. Charlie also shares insights into the challenges of being the first marketing hire and how to navigate building a marketing function from scratch. He also shares some practical advice on

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00:27:45

Making Trade-Offs in Go-to-Market Strategies with...

Executive Conversations ·

2025/02/03

Mark and Maeva discuss navigating experiment overload in GTM strategies, emphasizing the need for trade-offs.The conversation covers the importance of aligning marketing and sales efforts, with a focus on multi-threaded outreach to decision-makers. Mark shares his approach to working closely with the VP of sales to present a united front to the co-founders. The episode explores how to use data effectively to tell a narrative and gain executive buy-in for long-term GTM motions. Mark

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00:25:02

Building trust and authenticity in B2B marketing with...

Executive Conversations ·

2025/01/20

In this episode of Executive Conversations Ana Laura and Maeva discuss the importance of building relationships and connections with leadership and key stakeholders within an organization. She emphasizes the need to bridge the gap between marketing and sales, focusing on mutual understanding and collaboration to drive business growth.Ana Laura also highlights the role of data in storytelling, using it to align marketing efforts with business goals and demonstrate ROI. We get an insight into her

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00:28:06

Internal Marketing Strategies for GTM Leaders: Matt...

Executive Conversations ·

2025/01/06

SummaryExecutive Buy-In and Influence: Matt discusses the challenges of gaining executive buy-in and influence in a mid-market SaaS company. He emphasizes the importance of aligning marketing strategies with company goals and demonstrating ROI through data-driven storytelling. This involves convincing stakeholders that marketing initiatives are not only beneficial but necessary for long-term growth. Using Data to Tell a Narrative: Matt highlights the critical role of data in shaping marketing

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00:29:49

Rewriting the GTM Playbook: Hard Conversations and...

Executive Conversations ·

2024/12/16

Summary Mohamed Reza shares insights into how he navigates executive conversations and aligns marketing strategies with long-term goals. Discusses the challenges of securing executive buy-in and how he overcomes these hurdles using data-driven storytelling. Explains his approach to presenting budgets in a way that aligns with company targets, even when they’re challenging to quantify. Highlights the importance of creating narratives around data to win allies and gain support for GTM

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00:30:18

Earning a seat at the table: showcasing marketing's...

Executive Conversations ·

2024/12/02

SUMMARY Communicating value effectively: emphasizing that communication happens not just at the speaker's mouth, but at the listener's ear. It’s essential for marketing leaders to think about how they communicate value to executives and ensure it’s framed in a way that resonates with the listener's perspective. The power of framing and narrative: Marketing leaders must frame their contributions and value in a way that highlights their impact, especially when navigating executive conversations and

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137 results

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