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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

35:03

Building Buyer Trust: Rethinking How B2B...

C-Suite Sales & Marketing Perspectives ·

2026/04/14

Episode #282: Gethin Nadin, Chief Innovation Officer at Benifex, explains why trust now sits at the center of successful B2B growth. He shows how companies can improve ABM performance by helping buyers build internal business cases, using expert-led outreach, and nurturing relationships long before an active buying cycle begins. The conversation also reveals why tailored relevance, trusted voices, and deeper industry understanding help teams open better conversations, influence hidden stakeholders,

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27:16

Rethinking Where B2B Growth Opportunities Actually Exist

C-Suite Sales & Marketing Perspectives ·

2026/04/10

Episode 281: Russell Haworth, Chief Executive Officer at Acclaro, discusses how companies often overlook international growth as a scalable path to revenue. He explains why localization and cultural resonance unlock new markets faster than traditional expansion models. The conversation highlights how simultaneous launches can multiply revenue opportunities. Haworth emphasizes that personalization and local context build trust and accelerate adoption globally.“The winners, in my view, won’t be the

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32:34

Modern Growth Leadership: Owning Revenue Outcomes

C-Suite Sales & Marketing Perspectives ·

2026/04/09

Episode #280:Jason Cimino, Chief Growth Officer at Bond Brand Loyalty, explains how growth leaders must take accountability for client business outcomes. He shares why executives should balance strategic thinking with hands-on involvement. He also discusses prioritization frameworks and alignment across leadership teams. His perspective highlights how execution and alignment drive sustainable revenue growth.“My job as Chief Growth Officer has one singular focus, and that is growing our clients’

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29:44

The Hidden Power of the Modern CMO in Driving Company...

C-Suite Sales & Marketing Perspectives ·

2026/04/08

Episode #279:Signe Julie Valeur Bodholdt, Chief Marketing Officer at Famly, explains how modern CMOs must move beyond lead generation to represent the customer inside the business. She highlights the risks of focusing solely on decision-makers rather than end users. She also discusses category leadership, storytelling, and trust as competitive advantages. The conversation emphasizes deep customer understanding as the foundation for sustainable growth.“I think the role of a CMO is to help find the

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29:47

LinkedIn ABM Strategy: Turning Target Accounts into...

C-Suite Sales & Marketing Perspectives ·

2026/04/06

Episode #278: Anthony Blatner, Managing Director, Founder, and CMO at Speedwork, explains how LinkedIn can transform ABM programs into a measurable pipeline. He outlines the importance of defining target audiences, aligning teams, and building dynamic account lists. He also discusses intent signals, persona targeting, and thought leader ads. These strategies help organizations reach buying groups and improve the quality of qualified leads.“You're going to build trust the fastest when you're going

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24:27

Internal Alignment Gaps: The Real Reason B2B Growth...

C-Suite Sales & Marketing Perspectives ·

2026/03/31

Episode #277:Lawrence McGlown, Chief Growth Officer at Careerminds, explains why internal alignment is the most critical factor in achieving sustainable B2B growth. He discusses how siloed functions create friction that slows revenue velocity and weakens execution. McGlown highlights the importance of shared purpose across leadership teams. He also outlines how alignment around profitable growth accelerates collaboration and results."You have to shift from functional ownership to best-of-breed

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25:21

Sustainable B2B Growth: Moving Beyond the Vendor Mindset

C-Suite Sales & Marketing Perspectives ·

2026/03/31

Episode #276:Asier Garcia, Chief Growth Officer at VML, explores why sustainable B2B growth requires moving beyond a vendor mindset and becoming a true strategic partner. He explains that companies must deeply understand their clients’ long-term objectives, not just project requirements. Asier emphasizes challenging clients, building trust across departments, and aligning with broader business goals. These practices strengthen relationships and create more meaningful, lasting growth

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30:47

The Hidden Revenue Cost of Executive Misalignment

C-Suite Sales & Marketing Perspectives ·

2026/03/30

Episode #275:Tracy Hansen, Chief Marketing Officer at SBI, The Growth Advisory, explains why executive alignment is the top barrier to sustainable growth. She describes how leadership teams often approach the same problem from different functional lenses. She shares why this creates friction across departments and slows execution. She also outlines practical ways leaders can align around shared outcomes and operate as one team.“Alignment is possible. It is not an impossible goal. It takes time, it

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25:51

The Evolving CMO: Owning Strategy Beyond Demand

C-Suite Sales & Marketing Perspectives ·

2026/03/27

Episode#274:TamiCannizzaro,ChiefMarketingOfficeratThryv,exploreshowtheCMOroleisexpandingbeyonddemandgenerationintofullgrowthstrategyownership.SheexplainshowAIistransformingmarketingteams,enablingpersonalizationatscaleandreshapingorganizationalstructures.CannizzarohighlightshowCMOsmustrethinkstaffing,workflows,andalignment.Herperspectiveshowshowstrategiccategoryownershipnowdefinesmarketingleadership.“Everysinglecompanyisasnowflake.Youreallyneedtothinkthroughthatgo-to-marketstrategy,becauseitinformswhe

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31:23

Faster Markets, Fragile Loyalty: The CX Wake-Up Call

C-Suite Sales & Marketing Perspectives ·

2026/03/24

Episode #273:Amita Gudipati, Chief Customer Officer at Renaissance Learning, explains why customer experience must be treated as a growth strategy. She shares how organizations can scale CX while maintaining meaningful human engagement. Her approach highlights structured voice-of-customer programs, segmentation, and ROI measurement. The discussion connects CX directly to retention, expansion, and long-term sustainable growth.“Customer experience is not just a department or a function, but it is a

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27:02

Scaling B2B Growth Without Scaling Headcount

C-Suite Sales & Marketing Perspectives ·

2026/03/24

Episode #272: Abhijeet Prabhune, Chief Customer Success Officer at IP Infusion, explains how organizations can scale growth without increasing headcount. He highlights how constrained environments can drive innovation, improve organizational design, and increase efficiency. By focusing on system-level thinking and customer outcomes, teams unlock scalable performance. His insights show how deliberate operational changes enable exponential growth without proportional increases in staffing.“Removing

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28:00

Trust Epidemic: Why Transparency and Fairness Now Win...

C-Suite Sales & Marketing Perspectives ·

2026/03/20

Episode #271:Imogen Wethered, Chief Executive Officer at EnableAll, explores why trust, transparency, and fairness have become essential drivers of modern B2B growth. She explains how companies that prioritize customer control, clear communication, and authentic experiences reduce buyer stress and build stronger, more credible relationships. Her perspective highlights how trust is shaped not just by messaging but also by product design, pricing models, and the way organizations engage customers

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28:06

The New Sales Experience Model for Sustainable B2B...

C-Suite Sales & Marketing Perspectives ·

2026/03/19

Episode #270:Kamron Kunce, Chief Marketing Officer at RJ Young, explains how marketing is evolving into a company-wide growth driver through customer experience, data, and sales alignment. He shares how integrating CX into marketing transforms strategy and creates scalable growth. He also outlines how aligning teams, leveraging data, and focusing on real customer insights improve both conversations and outcomes. His approach demonstrates how modern CMOs shift from support roles to strategic revenue

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30:51

The Trust-First Advantage in Modern B2B Growth

C-Suite Sales & Marketing Perspectives ·

2026/03/17

Episode #269: Seth Carpien, Chief Growth Officer at Tricon Infotech, and Misti Fragen, VP of Change Management and Digital Transformation at Tricon Infotech, explore why trust must come before selling in modern B2B environments. They explain how leaders who invest time in building authentic relationships create stronger opportunities for collaboration, long-term partnerships, and sustained growth across industries. Their discussion highlights how genuine engagement, community building, and human

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25:48

Why Your CRO Playbook Is Already Obsolete

C-Suite Sales & Marketing Perspectives ·

2026/03/11

Episode #268:Dean Hickman-Smith, Chief Revenue Officer at Testlio, explains why traditional CRO planning models are becoming outdated in faster technology markets. He describes how revenue leaders must shorten planning cycles and strengthen feedback loops among sales, product, and marketing. Dean shows that modern revenue leadership requires constant learning, customer alignment, and faster decision-making to keep up with rapidly changing buyer expectations.“We’re in a phase of constantly

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24:57

The Predictable Pipeline Playbook: Moving Beyond...

C-Suite Sales & Marketing Perspectives ·

2026/03/09

Episode #267:Maryna Stavnycha, Former Chief Marketing Officer at SupportYourApp, explains why a predictable pipeline comes from learning systems, not fragmented funnel activity. She shows how teams can replace guesswork with repeatable loops, sharper ICP decisions, and clearer downstream metrics. She also makes the case that marketing must own business impact, not just output. Her perspective reframes marketing as the function that aligns teams, captures customer reality, and earns

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30:15

The Case Against Playing It Safe in Revenue Leadership

C-Suite Sales & Marketing Perspectives ·

2026/03/05

Episode #466Victor Padee, Chief Revenue Officer at Aevi, explains why revenue leaders must stay adaptive while keeping a clear long-term direction for their teams. He outlines how customer truth, ICP focus, and consistent experimentation help teams avoid distraction and improve outcomes over time. He also shares how demand creation, authentic thought leadership, and trust-building can shift deal momentum within enterprise buying groups and drive inbound interest from major brands.“Unless we are

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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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284 results

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