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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

11:55

Replacing Sales Quotas With KPI-Driven Collaboration

C-Suite Sales & Marketing Perspectives ·

2026/02/19

Episode #265: Tetiana Gorbunova, Chief Sales Officer at Jooble, explains why quota-driven bonuses can sabotage ABM by pushing sellers to chase late-stage deals and pressure prospects. She shares how her team removed the bonus system and replaced it with KPIs, development plans, and structured performance reviews. She explains how this shift reduced desperate outreach, improved nurturing, and increased knowledge sharing across the team. She also describes why the result was stronger revenue, better

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30:18

What Changed? Why Winning New Customers Feels Harder...

C-Suite Sales & Marketing Perspectives ·

2026/02/13

Episode #264: Tetiana Gorbunova, Chief Sales Officer at Jooble, introduces her sales leadership journey across multiple roles and transformations. She shares how leading more than 40 sales professionals requires focus, structure, and a clear team direction. She explains what it takes to operate across six countries while staying consistent in execution. She sets up the episode focus on what is changing in B2B sales and how leaders should respond.“Today, the level of certainty is gone. Instead of

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28:16

CROs: When Opportunity Becomes the Enemy of Scale

C-Suite Sales & Marketing Perspectives ·

2026/02/12

Episode #263:Mark Greenaway, former Chief Revenue Officer at Crownpeak, explains why opportunity itself can become the biggest barrier to scaling revenue. He shares how spreading go-to-market teams too thin weakens execution, increases customer acquisition costs, and reduces long-term growth potential. Mark discusses how disciplined focus, cross-team alignment, and early trust-building enable CROs to scale efficiently while protecting customer retention and profitability.“If you get your focus

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27:22

From Personalization to Cohorts: A CRO’s ABM Evolution

C-Suite Sales & Marketing Perspectives ·

2026/02/11

Episode #262:Sagi Reuven, Chief Revenue Officer at Deepdub, explains how ABM must evolve in an AI-driven market. He explains why trust and market knowledge set demos apart from production outcomes. He explains that sellers must communicate the roadmap and execution, not just the product. He closes with a lens for enterprise ABM that starts with the size of the customer problem.“Successful ABM is about building something really unique and doing something new with your clients. Is this a $100 million

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33:01

The New ABM Skillset: Engineering the Modern...

C-Suite Sales & Marketing Perspectives ·

2026/02/05

Episode #261:Brett Hannath, Corporate Vice President, Global Marketing at Intel Corporation, explains why many ABM programs fail too early when they are measured like consumer advertising despite much longer B2B buying cycles. He breaks down how misaligned expectations around timing and measurement often undermine ABM effectiveness, even when the strategy itself is sound. He also shows how ABM can strengthen sales partnerships by delivering deeper insights that align expectations with real business

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30:36

The 2025 Challenge Report: How Alignment Fuels Every...

C-Suite Sales & Marketing Perspectives ·

2026/02/03

Episode #260: Maureen Power Sweeny, Chief Revenue Officer at RapidScale, breaks down why alignment is the foundation of sustainable growth in today’s market. She explains how trust, internal coordination, and a deep understanding of the customer must work together to drive consistent outcomes. She also highlights why misalignment across teams erodes credibility and decision-making and how aligned execution turns strategy into a long-term growth advantage.“If we’re aligned on the outcome we’re trying

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36:57

The C-Suite’s Top Predictions for the Future of ABM

C-Suite Sales & Marketing Perspectives ·

2026/02/02

Episode #259: Steve MacDonald, CEO and Founder at Content Strategies, explains why B2B growth often breaks down inside the company, not in the market. He explains why internal alignment is the most common issue and why most teams claim to be customer-first but fail to execute. He breaks down what the voice of the customer really means, why typical sales and success motions limit honesty, and also shows how to turn customer insight into usable, trust-building enablement.“Trust was going to be the

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32:07

The Funnel Is a Fraud: Reinventing Speed and...

C-Suite Sales & Marketing Perspectives ·

2026/01/30

Episode #258: Nathan Burke, Chief Marketing Officer at 7AI, explains why the funnel no longer matches how buyers actually purchase. He explains why being different is measurable and why sameness kills attention in cybersecurity, and he breaks down what buyers want now, including trust in the people behind AI. He also outlines how speed, service, and relationships can replace outdated motions.“The way that we’ve approached buying behavior hasn’t been updated to reflect the reality of the world

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28:58

Why CMOs Fail When They Rush Instead of Reflect

C-Suite Sales & Marketing Perspectives ·

2026/01/19

Episode #257: Venkat Patla, Chief Marketing Officer at RWA Wealth Partners, shares why reflection is essential for long-term marketing success in fast-moving environments. He explains how urgency without thoughtful judgment leads to mediocre outcomes and weakened brand trust. Venkat discusses balancing speed with insight while staying grounded in customer reality. He emphasizes why CMOs must protect long-term value even under board-level pressure.“Just because someone says fail fast does not mean

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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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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.“Figure out what partners need to succeed in a partnership with you. Know your ideal partner

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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.“Use AI to deliver the value for your customers that you’ve always wished you could do. You’ll

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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.“We try to show the customer, through every part of that lifecycle, that we’re doing things to support their journey. We at Sugar, as an executive team, talk about making sure that

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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.“Market your department internally very well. You need to give the reasons, the problem's

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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.“You can never overcommunicate on any strategy, any topic, or any result. Be customer focused, but overcommunicate with your internal teams and your

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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.“In the go-to-market, voice of the customer is a foundational element because it can help you

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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.“Start looking at your data and begin understanding the commonalities between the deals you’re

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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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28:14

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.“You have to meet the buyers and customers where they are on the journey that they are on, because it is not

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267 results

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