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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

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.“B2B is a

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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.“Your margin for success comes from how buyers experience every interaction and whether they feel understood at each stage.” – Mark FlanaganIn this episode, Mark

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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.“Trust is paramount. Everything is built on trust. If there's no trust, then there's no relationship

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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.“We need to align only on what’s important at any given time, talking to stakeholders

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28:33

Transform GTM by Solving the Right Customer Problems

C-Suite Sales & Marketing Perspectives ·

2025/11/10

Episode #233:Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.“Obsess about the strategic big problem that you solve for

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27:25

CMOs and Conversion: Turning Great Pipeline Into...

C-Suite Sales & Marketing Perspectives ·

2025/11/06

Episode #232: Paul Taylor, Chief Marketing Officer and Senior Vice President at SS&C Blue Prism, explains why handoffs break buyer trust and conversion. He describes orchestration across marketing, sales, and success. He urges leadership to set one revenue story. He demonstrates how alignment enhances win rates and reduces churn.“The winners aren't necessarily those that are generating the most leads. They're the ones that are converting the right ones into lasting customers.” - Paul TaylorThis

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30:36

Beyond Templates: How Leaders Evolve ABM for Real...

C-Suite Sales & Marketing Perspectives ·

2025/11/04

Episode #231:Nicholas Ghitti, Chief Revenue Officer at Native Teams, explains why trust and alignment beat shiny tools. He breaks down living playbooks, voice of the customer, and shared KPIs. He shows how rituals and AI can coexist to drive execution. He closes with a call for leaders to stay close to the front lines.“Most of the right answers in life are boring. We just don't like it to be that way, but rituals and processes go a long way if they're done properly. This is how we can try to

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31:33

CMOs: Stop Selling Yourself Short on What Really...

C-Suite Sales & Marketing Perspectives ·

2025/11/03

Episode #230:Emily Ferdinando, Chief Marketing Officer at Bugcrowd, explains why pipeline quality and progression outclass vanity metrics. She details how non-linear journeys demand broader influence tracking. She demonstrates that regional activities account for a quarter of closed opportunities and closes with ABM activation, shared KPIs, and content mapped to stages.“We're no longer doing things just because that's what marketers are supposed to do. We're doing things that are really going to

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28:41

Reinventing ABM for the AI Search Era

C-Suite Sales & Marketing Perspectives ·

2025/10/29

Episode #229:Rebecca Colwell, SVP of Marketing at Yext, explains why AI search adoption is surging and how it reshapes visibility. She shares research on usage and click behavior. She outlines three strategic shifts for marketers and shows how trust and accurate brand facts drive citations.“If you’re not visible in that first moment, you miss the entire opportunity. The goal isn’t just to rank for a keyword, it’s to be cited and trusted by the model so you appear in the answer.” – Rebecca

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28:52

Adopting an Entrepreneurial Model for Growth

C-Suite Sales & Marketing Perspectives ·

2025/10/22

Episode #228:David Reid, CTO & CMO at NOV, shares how enterprise leaders grow by combining near-term cashflow discipline with long-horizon innovation. He explains why corporate groups often reject ideas they did not create. He shows how trust and relationships win complex deals. He closes with practical ways to build healthier, higher-performing teams.“The difference between good and bad strategists is that some people understand this concept, or recognize it as a weakness and compensate for it

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37:01

Nailing C-Suite Success Under a PE Playbook

C-Suite Sales & Marketing Perspectives ·

2025/10/21

Episode #227:Ray Wizbowski, Chief Marketing Officer at ECI Software Solutions, explains how C-suite leaders succeed under a private equity playbook by aligning to exit economics, mastering unit economics, and balancing growth with profitability while reducing churn and investing in practical AI.“You have to understand your unit economics better than anybody else. You have to understand that for every dollar I spend, I get what in return? CAC payback period becomes a lot more meaningful as you're

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28:14

From Random Acts to Scalable Growth: The $100M...

C-Suite Sales & Marketing Perspectives ·

2025/10/16

Episode #226:Joshua Leatherman explains why many B2B companies stall around 80 to 100 million when a sales-led approach exhausts the easier parts of the market. He shows how to replace random acts of marketing with a scalable go-to-market system that unites demand marketing, sales development, revenue operations, sales, and client success around a shared process and attribution.“Often, private companies hit an inflection point. Once you reach a certain point, around 80 to 100 million, they start to

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30:25

From Turbulence to Tenure: Retaining A-Players...

C-Suite Sales & Marketing Perspectives ·

2025/10/15

Episode #225:Naomi Brezi, Chief Revenue Officer at Ruffalo Noel Levitz, explains how to lead through constant transformation without burning out teams or customers. She frames today’s trust recession and shows why credibility must be earned at every touch. Naomi maps a dual-track plan that balances quarterly targets with long-term brand and people investment. She closes with practical ways to protect morale, pipeline, and relationships. “You can't over-communicate when you're leading in times of

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31:17

Turning B2B’s Biggest Challenges into Competitive Wins

C-Suite Sales & Marketing Perspectives ·

2025/10/14

Episode #224:Brian Gilman, Chief Marketing Officer at ThetaRay, explains why AI has equalized claims and intensified a B2B trust gap. He shows how quickly getting into the room with C-suite buyers reframes discovery around business outcomes. He details why alignment across product, sales, and finance prevents roadmap drift. He closes with a practical lens for activating authentic customer voice.“As a buyer, I'm more likely to evaluate you as a vendor if you can better articulate what you're going to

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31:18

How to 3x Your Sales: Building the Trust Funnel

C-Suite Sales & Marketing Perspectives ·

2025/10/09

Episode #223:Patrick McGuire, Chief Revenue Officer at Kompound, unpacks a trust-first system for scaling sales. He shows how short videos, tailored one-to-one demos, and service-led follow-through turn credibility into revenue, and why involving customer success early keeps wins compounding long after the close.“I really believe that the secret sauce is trust. It's doing business the way it's supposed to be done. If I can't trust you, we can't do business, it's not going to work, and you're not

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02:13

From Channel Chaos to Customer Psychology: A Growth...

C-Suite Sales & Marketing Perspectives ·

2025/10/06

Episode #222:Stephanie Davis Smith, CMO at The N2 Company, demonstrates how to mitigate channel overwhelm by focusing on areas where execution excels. She explains a six-stage franchise psychology that converts excitement into loyalty. She details budget-efficient content reuse and ROI rigor. She ties it all together with the voice of the customer alignment.“Get down to the people on the ground and talk to them because they always know what they need. Don’t create too many levels where you lose

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27:31

Why Client Centricity Is Your North Star

C-Suite Sales & Marketing Perspectives ·

2025/10/01

Episode #221:Amit Shankardass, CMO at VXI Global Solutions, explains why client centricity must guide decisions. He demonstrates how to strike a balance between today’s needs and both near-term and long-term horizons. He explores human biases that block honest listening. He shares practical ways to institutionalize customer voice.“A customer should be the North Star that guides how we begin to think, process, and evaluate.” - Amit ShankardassThis conversation demonstrates how leaders can anchor

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32:43

Transform Internal Chaos Into a Sustainable Revenue...

C-Suite Sales & Marketing Perspectives ·

2025/09/30

Episode #220:Chris Green, Chief Revenue Officer at FreshRealm, explains why process beats outcome chasing in turbulent companies. He shows how accurate and timely communication aligns boards, founders, and teams. Chris connects customer conversations to sharper ICP focus and growth path choices. He closes by emphasizing that relationships are the true compounding asset.“The key is accurate and timely communication of what's happening, what you're thinking, and what you're going to do about it

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39:14

The C-Suite’s Most Overlooked Playbook for Creating...

C-Suite Sales & Marketing Perspectives ·

2025/09/26

Episode #219:Jereme Baker, Founder & CEO at Baker Law Group, and Maureen Berkner Boyt, Founder & CEO at C2IQ Inc., share why people are the lifeblood of growth. They detail how culture, values, and incremental improvement keep teams thriving. They also discuss the data and skills behind change resilience. Together, they demonstrate how human connection can become a competitive advantage.“If you want to succeed in business, if you want to grow, if you want to be profitable, you have to center

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28:04

Why Your B2B Growth Strategy Is Missing the Trust Factor

C-Suite Sales & Marketing Perspectives ·

2025/09/23

Episode #218:Shirin Hameed, CMO at Detroit Engineered Products, explains why trust is the missing link in B2B growth. She shows how post-sale experiences create loyalty. She urges authentic alignment across teams. She shares practical ways to maintain consistent messaging.“It's not the product itself that you're selling, but you are selling a longer relationship with the client. We are enabling mutual success. The more you succeed, the more we grow together.” - Shirin HameedShirin shares why trust

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239 results

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