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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

00:28:44

The Bold New Playbook for Reaching Overloaded B2B Buyers

C-Suite Sales & Marketing Perspectives ·

2026/01/13

Episode #256: Robert Sanchez, Chief Executive Officer at Anteriad, breaks down why overloaded B2B buyers are changing how they evaluate vendors and why the old playbook no longer works. He explains how trust is built by showing up where buyers already search for answers and by consistently delivering strong customer experiences. He also shares why brand and pipeline should be treated as one connected motion, not competing priorities. The discussion ties growth to customer insight, cross-functional

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00:30:41

Why Partnerships Must Be the Third Leg of Your GTM Stool

C-Suite Sales & Marketing Perspectives ·

2026/01/09

Episode #255: Vaughn Mordecai, Chief Revenue Officer at Mindmatrix, explains why partnerships must become a core go-to-market motion. He outlines how partner ecosystems unlock revenue that direct sales alone cannot. Vaughn shares why deal sizes grow, close faster, and win rates improve when trust and alignment exist. He also breaks down what leaders must commit to for partnerships to succeed long-term.

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00:27:02

Why AI Enables a Redefinition of Customer Value

C-Suite Sales & Marketing Perspectives ·

2026/01/08

Episode #254:Christy Marble, Chief Marketing Officer at Siteimprove, explains why AI is changing what “value” means in B2B. She argues that buyers want outcomes, not tools, and that AI makes it easier to deliver those outcomes. She also shares how agents and orchestration can connect systems to create seamless experiences. The result is faster execution, clearer value, and stronger alignment with growth.

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00:29:42

Customer Retention Strategy: Making Loyalty the New...

C-Suite Sales & Marketing Perspectives ·

2026/01/07

Episode #253: David T. Roberts, Chief Executive Officer at SugarCRM, explains why loyalty is a primary growth lever for B2B. He shares how curiosity, process, and data make customer focus real. He breaks down how teams can activate feedback to improve retention. He also explains why context is essential for using AI well.

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00:31:43

Marketing’s Identity Crisis in the C-Suite

C-Suite Sales & Marketing Perspectives ·

2026/01/06

Episode #252: Anand Sankara Narayanan, Chief Marketing Officer at Finance House Group, explains why marketing faces an identity crisis in the C-suite. He argues that marketing has not clearly defined its value within organizations. He breaks down marketing as a discipline built on customer psychology, data, and persuasion. He shares practical ways leaders can defend strategy and build internal trust.

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33:44

Why Deals Die: The Momentum Problem in B2B

C-Suite Sales & Marketing Perspectives ·

2025/12/17

Episode #451: Grainne Maycock, Chief Revenue Officer at Acolad Group, explains why deals lose momentum. She outlines how internal friction and misalignment quietly stall progress. She also shares how trust is built through transparency and consistent follow-through. She closes with practical ways to operationalize customer voice and communication.

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30:45

Voice of Customer Drives the Only GTM that Lasts

C-Suite Sales & Marketing Perspectives ·

2025/12/16

Episode #250:Asmita Singh, Chief Marketing Officer at BARBRI Global, explains why the voice of the customer is the foundation of a durable go-to-market. She explains how trust is built on credible data, not cherry-picked claims. She shares how marketing can connect siloed insights across sales, product, and service. She also outlines how bottom-up models improve revenue predictability with finance alignment.

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30:46

B2B CMOs: How to Smash Targets without Paid Media

C-Suite Sales & Marketing Perspectives ·

2025/12/15

Episode #249: Stephanie Pilon, Chief Marketing Officer at Singular, shares how her team exceeded revenue targets without relying on paid media. She explains why long sales cycles and niche ICPs reduce the effectiveness of paid channels in B2B. Stephanie also walks through data-backed decisions that drove a strategic shift away from ads. Her approach shows how focus, alignment, and execution outperform spend.

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31:36

Turning Customer Centricity Into an Operational Strategy

C-Suite Sales & Marketing Perspectives ·

2025/12/15

Episode #248: Michelle Urdiales, CMO at LAM and a Member of the Regional Leadership Board at A.P. Moller - Maersk, explains how customer centricity must move beyond intention and become an operational strategy. She outlines how working backward from the customer shapes leadership decisions, prioritization, and long-term value creation. Michelle connects customer focus to retention, trust, and internal alignment across the organization. Her insights show how sustainable growth follows when customer

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28:13

How Deep Partnerships Can Become Your Number 1 Growth...

C-Suite Sales & Marketing Perspectives ·

2025/12/10

Episode #247: Vitaly Bochkarev, Chief Marketing Officer at Звук, explains how companies can grow when traditional channels disappear and trust becomes the real competitive edge. He shares how deep partner integration, not surface-level collaboration, creates scalable customer value. Vitaly demonstrates how unified journeys, shared KPIs, and multi-level buy-in turn ecosystems into high-performing engines. His insights reveal why partnerships succeed only when every layer of both organizations

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26:15

The 2025 Challenge Report: Mastering the Everyday...

C-Suite Sales & Marketing Perspectives ·

2025/12/04

Episode #246:Vidhya Srinivasan, Chief Marketing Officer at Prophix, explains why modern land and expand strategies are breaking down. She details why trust erosion, misaligned incentives, and weak customer journeys derail revenue growth. Her insights show where companies must shift their mindset and structure. She also illustrates how leaders can rebuild trust, teamwork, and customer value.

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28:10

Customer-Led Advantage: Your Most Reliable Growth Engine

C-Suite Sales & Marketing Perspectives ·

2025/12/03

Episode #245: Willem Hendrickx, Chief Revenue Officer at Vectra AI, shares how customer insight becomes the foundation for strong strategy and lasting momentum. He shows how a clear ICP sharpens focus and accelerates growth. Willem connects culture, leadership, and the voice of the customer into one unified system. He highlights how internal alignment transforms customer evidence into predictable, scalable success.

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34:24

The Hidden Challenge Every C-Suite Executive Faces...

C-Suite Sales & Marketing Perspectives ·

2025/12/02

Episode #244: Jillian Als, Chief Marketing Officer at Dealfront, reveals why misalignment is the hidden challenge slowing growth inside every organization. She explains how internal definitions of success must match across departments. Jillian shares why direct, agenda-free customer conversations reshape strategy. She also warns that chasing AI without clarity results in wasted effort rather than impact.

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34:32

Execution Only Works When Trust Comes First

C-Suite Sales & Marketing Perspectives ·

2025/12/01

Episode #243:Jacqueline Woods, Chief Marketing Officer at Teradata, explains why execution only works when trust and culture come first. She shows how clear roles, accountability, and mutual respect unlock performance. Jacqueline connects preparation and discipline to sustainable innovation. Even with an average product, the right culture can still win.

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30:48

From Chaos to Clarity: Creating Predictable Revenue...

C-Suite Sales & Marketing Perspectives ·

2025/11/26

Episode #242: Kari Hanson, Chief Marketing Officer at Robin, explains why traditional ideas of predictability are breaking under the pressure of AI-driven change. She describes how shifting buyer behavior makes historic performance less reliable as a guide. Kari shows how brand and voice of the customer can restore clarity in this chaos and outlines a path to rebuild more predictable revenue systems grounded in genuine customer insight.

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32:01

Why C-Suite Misalignment Vanishes in Customer-Led...

C-Suite Sales & Marketing Perspectives ·

2025/11/20

Episode #239: Dr. Adrian Seeger, Chief Sales Officer at thyssenkrupp Schulte, explains why fundamental restructuring must start with the customer, not with internal cost-cutting. He describes customer centricity as a shared mindset that reaches far beyond tools and dashboards. Adrian urges every C-suite leader to spend meaningful time in direct conversations with customers. He shows how treating sales as a value center creates alignment, trust, and sustainable B2B growth.

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29:23

Your Funnel Leaks Trust, Not Leads. Fix It.

C-Suite Sales & Marketing Perspectives ·

2025/11/18

Episode #237:Alena Iakaitite, CMO at Ozon Global, explains that B2B pipelines rarely leak leads but instead leak trust, which modern buyers increasingly rely on peers to validate. She shows how even a single failure can spread across business communities within hours, and why transparency, promise-keeping, and internal alignment are the only durable defenses. She also demonstrates how consistent communication and accountability create the customer experience that drives long-term growth.

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27:24

How CROs Regain Line-of-Sight to Real Customer Value

C-Suite Sales & Marketing Perspectives ·

2025/11/13

Episode #236:Mark Flanagan, Chief Revenue Officer at LOGEX, explains why customer value must anchor every decision a revenue team makes. He highlights how rigid sales processes create friction that erodes trust early in the buyer experience. He explores why buyers arrive more informed than ever and how CROs must adapt to remain credible.

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28:56

Turning B2B’s Trust Gap Into Growth

C-Suite Sales & Marketing Perspectives ·

2025/11/12

Episode #235: Mark Humphreys, Chief Marketing Officer at Trasna, examines how trust has become the defining currency of growth in B2B relationships. He explains that every partnership, purchase, and brand reputation depends on credibility built through consistent, authentic communication. He also shares how deep customer understanding and one-to-one relationships drive loyalty and long-term success.

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28:25

Orchestrating Growth: Mastering the CMO Balancing Act

C-Suite Sales & Marketing Perspectives ·

2025/11/11

Episode #234:Joni Helminen, Chief Marketing Officer at Barona, explores how CMOs can orchestrate growth by mastering the constant balancing act between short-term results and long-term brand building. Speaking from his experience leading marketing for one of Finland’s largest staffing and recruitment companies, Joni explains why alignment, trust, and creative courage are the cornerstones of sustainable success.

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126 results

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