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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

Part Seventeen: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/10/06

Episode #347:Melanie Zmetek Naconecy de Souza, Chief Marketing Officer at AERTEC, explains why customer obsession begins with clarity. She shares how purpose, shared customer understanding, and brand consistency align complex B2B organizations. Her perspective shows how marketing can build trust before a sales conversation begins.“A stronger brand can build trust. I think that’s the role of B2B marketing because the relationship with the client is built in a very long cycle, in a very personal way

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32:38

The Growth Asset Most Companies Barely Use

C-Suite Sales & Marketing Perspectives ·

2026/10/01

Episode #346:Ashley Deibert, a three-time Chief Marketing Officer, explains why customers are one of the most valuable growth assets B2B companies often underuse. She shares how loyalty, advocacy, and ongoing customer partnership can protect revenue while creating trust with future buyers. Ashley also explains why long-term growth requires patience, quick wins, and a customer voice that shapes every part of the business.“Sustainable growth isn't something you do to customers, it's something you

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29:08

The Growth Pivot: Stop Building for Yesterday’s Customer

C-Suite Sales & Marketing Perspectives ·

2026/09/30

Episode #345:Charlie Harris, Chief Marketing Officer at Connective3, explains why past success cannot define a company’s next growth strategy. She shares how direct conversations with enterprise buyers revealed new challenges, changed positioning, and strengthened internal decisions. Charlie also explores the revenue impact of customer insight, executive events, thought leadership, and LLM search. “We have to think about what's happening outside of our world, and then how do we better position

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31:14

Part Sixteen: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/09/25

Episode #344:Vincent Placer, Chief Executive Officer at Teletech, explains why customer conversations should be treated as a source of business value, not simply a customer service cost. He shares how companies can use the voice of the customer to identify churn risk, uncover growth opportunities, and improve the customer experience. He also explores how AI can turn thousands of customer interactions into actionable insight. “Customer experience is interesting because it is within the business of

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29:27

Part Fifteen: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/09/23

Episode #343:Tim Farrel, Chief Sales Officer at Soleo, explains why customer obsession is the operating logic behind sustainable revenue growth. He shares how companies can replace heroic wins with repeatable systems, build trust before buyers are ready, and align teams around customer needs. Tim also explores how AI can reveal intent within customer conversations. The human relationship remains essential to every outcome.“The revenue problems are not always just a sales problem. We need to be

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26:12

Why Long-Term Growth Requires More Than Demand

C-Suite Sales & Marketing Perspectives ·

2026/09/22

Episode #342:Jan Willem Doornbos, Chief Marketing Officer at Nomentia, explains why sustainable B2B growth starts with strong foundations. He shares how customer outcomes can align sales and marketing around a common direction. Jan Willem also outlines why companies must build trust with future buyers and create distinctive marketing before demand becomes visible.“Our job as marketers is to earn a place on that shortlist before a buyer even raises their hand. We are not just capturing demand; we are

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28:49

The Great Sales and Marketing Turnaround Story

C-Suite Sales & Marketing Perspectives ·

2026/09/21

Episode #341:Amy Martin, Chief Marketing Officer at TRG, explains why strong sales and marketing alignment cannot be created through shared dashboards alone. She shares how daily relationships, honest discussion, customer understanding, and shared accountability make collaboration real. Her approach positions marketing as an active partner in every important commercial conversation.“The more that you can market authentically, the better you are, and the only way that kind of reality comes true is

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35:21

The Modern CMO: From Chief Marketing Officer to Chief...

C-Suite Sales & Marketing Perspectives ·

2026/09/18

Episode #340:James Nester, Chief Marketing Officer and Senior Director of Client Advocacy at MCNC, explains why the modern CMO must become a chief growth architect. He shares how deep customer understanding can connect marketing, sales, product, and customer success around shared business outcomes. The conversation explores why customer empathy, trust, and internal alignment are becoming essential competitive advantages. James also outlines how customer intelligence can turn a fragmented

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27:23

Part Fourteen: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/09/17

Episode #339:Michael Gumiela, Chief Revenue Officer at Rabine, explains why customer obsession is a revenue strategy, not simply a service mindset. He shares how trust, honest conversations, and operational expertise create lasting customer relationships. Michael also outlines how AI can strengthen preparation while sales leaders balance renewals, expansion, and new business.“Without the customer, the revenue doesn’t happen. The obsession part comes from learning your customer and what truly will

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29:02

The ABM Maturity Scale: Why Most Teams Aren’t Ready

C-Suite Sales & Marketing Perspectives ·

2026/09/14

Episode #338:Vlad Berson, Chief Marketing Officer at SOLVE, explains why ABM is an enterprise-wide go-to-market motion, not a marketing program. He outlines the alignment, skills, and long-term investment needed to earn executive trust. He also shows why strong segmentation and buyer relevance create the foundation for sustainable enterprise growth.“ABM does not save you money. ABM gives you opportunity for bigger returns. For these types of programs to be successful, you have to over-invest in all

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27:24

The Right Go-to-Market Tension Is a Growth Advantage

C-Suite Sales & Marketing Perspectives ·

2026/09/11

Episode #337:Maxime Guirauton, Vice President, Global Head of Marketing and Sales Development at Visa Direct, explains why growth extends beyond the initial sale. He shares how connected marketing, sales development, brand, and customer success teams improve customer value and revenue outcomes. The conversation explores the bow-tie journey, buyer trust, opportunity quality, and healthy commercial tension.“Bringing together marketing and sales development into one department is when you create a

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27:08

Part Thirteen: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/09/09

Episode #336:Liz Emmott, Chief Revenue Officer at CIBT, explores how commercial leaders can rebuild revenue organizations amid changing technology and buyer expectations. She explains why customer understanding, internal trust, and expert collaboration create meaningful differentiation. Her perspective shows how aligned teams can build credibility, improve the customer experience, and drive sustainable revenue growth.“Being able to articulate, understand, and speak the language of our customers and

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29:19

Part Twelve: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/09/08

Episode #335:Stephanie Crockett, President and CEO at Eric Mower + Associates, explains why customer obsession should influence decisions across the entire organization. She explores how customer intelligence can align teams, reduce risk, strengthen trust, and support bolder decisions. Stephanie also shows how CMOs can turn the voice of the customer into greater strategic influence and sustainable growth.“That's where the revenue comes. It's about creating products and services, front of the house

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27:18

Part Eleven: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/09/04

Episode #334:Zach Calef, Chief Revenue Officer at Infinity, explains how customer obsession becomes a practical revenue strategy. He explores client economics, strategic alignment, innovation, trust, human capital, and disciplined execution. Zach shows why understanding what customers truly need can help revenue teams differentiate, strengthen relationships, and build repeatable growth.“The obsession is where it starts, and without the obsession, you're going to minimize the revenue that you're

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31:00

The CRO's Guide to How Emotional Intelligence Leads...

C-Suite Sales & Marketing Perspectives ·

2026/09/03

Episode #333:Jennifer Knecht, Chief Revenue Officer at Western States Lodging, explains how emotional intelligence strengthens B2B revenue performance. She explores how awareness, trust, transparency, and meaningful connections influence buyer decisions. Jennifer also shares how AI can help sales teams understand different perspectives, strengthen human relationships, and reach the emotional level behind buying decisions faster.“Revenue is driven by the exchange of value. The faster you can get to

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27:22

CROs: How to Win in Fewer and Shorter Bursts

C-Suite Sales & Marketing Perspectives ·

2026/08/31

Episode #332:Mike Head, Chief Revenue Officer at Orderful, explains how customer understanding can strengthen every part of the go-to-market organization. He shares practical ways to prepare for executive conversations, improve discovery, coach teams with AI, strengthen retention, and align teams around customer priorities. Mike also explains why consistent execution, genuine curiosity, and continuous customer engagement can build trust, improve revenue performance, and create sustainable

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27:08

Part Ten: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/08/27

Episode #331:Matthias Holder, Chief Sales Officer at Lindner Recyclingtech, explains how customer obsession creates sustainable revenue by helping sales organizations understand customers, their markets, and their needs. He explores how salespeople can become trusted advisors by discussing business needs, market conditions, productivity, quality, costs, and competitive advantage before recommending solutions. Matthias also shows how continuous customer insight can guide sales strategy, product

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27:01

Relationship-Led Growth: Building Executive Access...

C-Suite Sales & Marketing Perspectives ·

2026/08/26

Episode #330:Brooke Norton Lais, Chief Marketing Officer at Venbrook, explains why relationship-led growth requires companies to build trust long before a buying decision occurs. She shares how marketing can create opportunities for salespeople to reach the right executives and build meaningful one-to-one relationships. Brooke also explains how established C-suite relationships can create internal advocates and open access deeper within prospective accounts. “Creating situations where we can drive

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32:14

The New Skill Set Every Modern Salesperson Must Master

C-Suite Sales & Marketing Perspectives ·

2026/08/25

Episode #329:Siddharth Singh, Chief Revenue Officer at Intangles, explains the skills modern salespeople need as buyers become more informed and meetings become harder to secure. He explores deeper discovery, primary research, creativity, and AI-enabled productivity. Siddharth shows why knowing a customer’s business beyond searchable information creates differentiation. He also explains why sales leaders must remain active player coaches as their responsibilities expand.“Ask the right questions. But

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27:27

Part Nine: The Revenue Logic of Customer Obsession

C-Suite Sales & Marketing Perspectives ·

2026/08/24

Episode #328:Michael Scott, Global Chief Revenue Officer at LoopMe, explains the revenue logic behind customer obsession. He shares how deeper customer understanding helps companies identify problems they are uniquely positioned to solve, create greater value, and become more important to customers. The conversation explores why customer obsession requires C-suite alignment, continuous customer learning, and strong data. Michael also explains why it must become part of how the entire organization

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