C-Suite Sales & Marketing Perspectives podcast

C-Suite Sales & Marketing Perspectives

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It's Unbelievable What Our ICP Shares with Us If We… 32:18

for 11 dager siden32:18

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32:18

💡 Joris van der Waart, CMO at Lumosa, shares invaluable insights on building brand trust and the critical importance of deeply understanding the Ideal Customer Profile (ICP). He highlights the ongoing decline of trust within B2B relationships and emphasizes that marketers must rebuild it through authentic dialogue and genuine curiosity. Drawing from his experiences, Joris illustrates how direct, unfiltered engagement with customers and internal teams strengthens relationships and sharpens marketing strategies. 💡 "Trust is a basic need, and trust is also about feeling. When your intentions are pure and good, and you are authentic, really close to yourself and genuinely interested in helping your customer, people feel that and respond to it." - Joris van der Waart This conversation explores the profound transformation when businesses shift from mere familiarity to truly knowing their customers by asking the right questions and being proactively involved. Joris advocates bridging internal communication gaps and fostering sincere involvement inside and outside the organization. His strategic approach demonstrates how prioritizing transparency and continuous conversation elevates customer satisfaction and aligns teams around common goals, creating a culture of trust and authentic interaction in B2B leadership. Follow Joris van der Waart on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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How Marketing Truly Drives Profitable Growth 30:03

for 14 dager siden30:03

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💡 Barbara Toens, Global CMO at Gantrex, brings her pricing PhD and global B2B experience to this in-depth discussion. She explains how marketing earns its C-Suite seat by ensuring every decision starts with deep customer understanding. Barbara shares best practices for VOC calls, cross-functional alignment, and transforming marketing from a cost center to a growth engine. 💡 “When marketing leads customer conversations, we transition from vendor to trusted long-term partner.” – Barbara Toens In this episode, Barbara Toens explores the strategic role of marketing in driving profitable growth through customer-centric leadership, voice-of-customer initiatives, and value-based pricing. She also learned how CMOs can influence cross-functional teams, build trusted customer partnerships, and move beyond transactional marketing to measurable business impact. Follow Barbara Toens on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Why Hypergrowth Shouldn't Be Our Primary Goal 27:19

for 17 dager siden27:19

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💡 Luna Shirley, CRO at ROI Hunter, challenges the obsession with hypergrowth and its hidden costs. She shares industry data showing 73% of revenue stems from existing clients and explains why Net Revenue Retention (NRR) is critical. She also discusses how focusing on customer success and team wellbeing leads to sustainable profitability. 💡 “We need to understand what lies behind sustainable growth. It is profitability and reasonable growth momentum. Profitability allows you to retain the freedom to make the right and necessary decisions, while reasonable growth momentum enables you to continue investing in your people and your clients.” - Luna Shirley Luna uncovers that a people-first approach, AI readiness, and retention strategies can drive sustainable growth. With firsthand lessons from leading ROI Hunter through a turnaround, she delivers hard-earned insights CROs can use today. Follow Luna Shirley on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Why You Need to Stop Your Growth-at-All-Costs Strategy 31:37

for 19 dager siden31:37

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💡 Peter Mullen, Growth Leader of AI, GTM, Brand, and CX at Simply Systems LLC, explains why the “growth-at-all-costs” era is breaking trust and gutting long-term value. Drawing on 30 years of scaling tech brands, he urges marketers to pivot spend toward thought leadership, brand integrity, and customer experience so revenue compounds instead of spiking and crashing. 💡 “We need to reconnect with what our customers truly need and shift our mentality from ‘growth at all costs’ to building long-standing partnerships. The exciting part is that this approach allows us to reimagine the entire engine of our growth strategy.” - Peter Mullen Peter insists today’s skeptical, part-time buyers reward vendors who replace vanity funnels with transparency: add 50 % of budget to “trust development,” spotlight real executive and frontline voices, and trade flashy mega-booths for smaller forums where experts shake hands twice and share stories that stick. This trust-first playbook, he argues, is how companies escape quarter-to-quarter whiplash and build sustainable, loyalty-driven growth. Follow Peter Mullen on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Closing the B2B Trust Gap Through Authentic Insights 27:30

for 20 dager siden27:30

27:30

Andi Giri, CEO of Softsquare and veteran venture investor, brings decades of experience, from the early days of Y2K through today’s AI frontier, to show how transparent collaboration and strategic adaptability can earn genuine B2B credibility. By putting partners first, optimizing costs fairly, and co-creating solutions with clients, he lays out a practical roadmap for lasting loyalty. “Know and listen to your customers as they’re our breadwinners. No business thrives without loyal clients. Serve them uncompromisingly, stay honest, work within budget and expertise, and never overpromise. Do that, and we will have success.” — Andi Giri Andi underscores that real influence springs from honest feedback loops, proactive license audits, and deepening customer perspectives into roadmaps. Instead of relying on polished case studies, he champions authentic conversations, the courage to steer clients toward better fits, and the agility to pivot based on unfiltered input. This human-centered approach, he argues, is what truly cements long-term partnerships and sustainable growth. Follow Andi Giri on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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How Can We as CMOs Succeed in a Short-Term Horizon? 30:10

for 5 weeks siden30:10

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💡Nikhil Kalanjee, Founder & Managing Director at Time to First Bite, shares key strategies for thriving in today’s rapidly evolving business landscape. Drawing from his diverse experience across agencies and corporations, Nikhil highlights the importance of aligning marketing with core business values, understanding the Ideal Customer Profile (ICP), and balancing short-term ROI with long-term brand growth. He positions the CMO not just as a marketer, but as a strategic leader who must advocate for the customer and steer the organization with insights rooted in real-world engagement.💡 "Skilled marketers obviously have to hold two thoughts in the head at the same time: how do you manage the short and the long term? You have to become a master allocator of resources." - Nikhil Kalanjee A central theme in Nikhil’s perspective is the CMO’s role in bridging the gap between customers and corporate decision-making. By fostering direct connections with customers and championing their voice within the organization, CMOs can elevate their strategic impact and unify internal efforts around customer needs. Nikhil’s insights underscore the need for B2B leaders to remain agile, insight-driven, and aligned across departments to ensure resilience and relevance in a disruptive market. Follow Nikhil Kalanjee on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Why the Most Important Part of B2B Can’t Be Measured? 31:01

for 5 weeks siden31:01

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💡German Ramirez, Chief Marketing & Communications Officer at Bitcoin Suisse AG, emphasizes the overlooked importance of human-to-human (H2H) connections in B2B marketing. Drawing from his extensive background in marketing and technology, he stresses that behind every business decision is a person seeking trust, understanding, and authenticity. As digital interactions increase and sales cycles lengthen, investing time in personal connection becomes more crucial than ever. German encourages professionals to move beyond transactional conversations and focus on truly understanding the individuals they engage with.💡 "It’s very difficult to measure how much someone trusts you or believes in your abilities. So in every conversation, forget everything that has to do with the business, and try to understand and focus on who that person is." - German Ramirez Reframing B2B as fundamentally human interactions, German argues that emotional connection and genuine interest are powerful drivers of successful relationships. While data and automation play a growing role in marketing, they cannot replace the trust built through authentic engagement. By integrating personal storytelling and empathy into business exchanges, companies can foster lasting relationships that drive loyalty and long-term success. Follow German Ramirez on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Beyond the Product: Culture as a Competitive Advantage 27:35

for 5 weeks siden27:35

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💡 Saverio Russo, Chief Operating Officer at Hemargroup, highlights the critical importance of company culture as a core competitive advantage, particularly within the demanding manufacturing sector. Drawing from his diverse background in engineering, startups, and blockchain, he emphasizes that a well-defined internal culture directly impacts operational efficiency and customer satisfaction. At Hemargroup, this approach is embedded in every facet of the business, ensuring that cultural values like quality, reliability, and openness guide both internal practices and external interactions. 💡 "At the end of the day, it’s really important to choose the right culture before the company, before the brand, before everything. And when you find it, everything will be in place." - Saverio Russo Despite operating in a highly competitive, price-sensitive market, Hemargroup leverages its Swiss heritage and strong cultural foundation to differentiate itself. Rather than competing on cost, the company prioritizes exceptional service and transparent communication, elements that drive superior customer experience. Saverio’s insights underscore that when culture is aligned with strategic goals and supported by technology, it becomes a powerful engine for sustainable growth and long-term market leadership. Follow Saverio Russo on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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How to Keep Your B2B Buyers From Shutting Down 29:47

for 5 weeks siden29:47

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💡Cliff Quicksell, Chief Executive Officer at QuicksellsSpeaks, offers a timely perspective on bridging the trust gap in B2B sales by focusing on authenticity, patience, and real human connection. In a landscape where buyers are more cautious and often delay interaction until late in the purchasing process, Cliff emphasizes the importance of engaging earlier through listening, learning, and delivering genuine value. His insights encourage a shift away from transactional selling and toward building meaningful relationships that stand out amid market noise.💡 "In my opinion, from my position, it's really understanding the client to the best of your ability, especially if it's someone that's new, and then not making assumptions, but asking questions. All of a sudden, you're starting to relax and believe in this person that they genuinely have your best interest at heart." - Cliff Quicksell As trust in traditional marketing tactics and statistics wanes, Cliff advocates for a more transparent, conversational approach to sales, one rooted in integrity and long-term partnership. By leaning into honest dialogue and embracing failures as learning opportunities, businesses can position themselves not just as vendors, but as trusted advisors. His approach serves as a practical roadmap for navigating today’s skeptical buyer landscape with clarity and confidence. Follow Cliff Quicksell on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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What Makes for a Successful Startup Journey? 28:54

for 5 weeks siden28:54

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💡Daniel Rodriguez Miguel, Chief Growth Officer, Board Director and Co-Founder of The Luxembourg House of Web3, offers a comprehensive view of what it takes to build a successful startup, drawing from experience across diverse industries. He breaks down the key stages of growth, from identifying product-market fit to scaling through strong go-to-market strategies and fostering a culture of innovation. Daniel emphasizes that success isn't just about having a great idea, but about aligning market needs, team collaboration, and continuous learning to create lasting impact.💡 "You have to surround yourself with individuals that perform better than you in certain aspects or industries, and for me, this element not mentioned before is the company culture. The team you have around in order to move on." - Daniel Rodriguez Miguel Daniel also highlights the importance of learning from failure and adapting quickly—critical traits in the fast-moving startup landscape. He underscores the role of KPIs in guiding decisions and how company culture becomes a differentiator as startups grow. Moreover, he distills startup growth into a blend of vision, execution, and resilience, providing actionable insights for entrepreneurs aiming to thrive in a competitive environment. Follow Daniel Rodriguez Miguel on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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The CX Roadmap: What Is It? Why Is It Important? 32:08

for 6 weeks siden32:08

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💡Oriol Guitart, Business Advisor and Marketing & Sales Strategist at Oriol Guitart Business Advisor, emphasizes that B2B companies can greatly benefit by adopting customer experience strategies commonly found in B2C markets. He advocates for a more seamless, customer-centric approach, highlighting the need for unified sales and marketing efforts to enhance go-to-market strategies. By leveraging digital transformation and understanding the customer journey, businesses can personalize experiences and improve operational efficiency.💡 "It’s very important to take a holistic approach, deeply understand your customer like their needs, behaviors, decision‑making pace. It’s very important to strive for a seamless balance between sales and marketing, as they are interconnected because you cannot have a good B2B sales cycle if there’s a lack of activity in marketing." - Oriol Guitart Oriol draws from his background in music to underscore the importance of internal harmony and collaboration. He encourages organizations to approach customer experience as a core business strategy, not a supplementary function. Through aligned efforts and strategic innovation, companies can elevate customer relationships and stand out in an increasingly competitive landscape. Follow Oriol Guitart on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMO's Point of View: Changing Our Own Paradigm for Success 32:08

for 6 weeks siden32:08

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💡Valeria Sologoub, Chief Marketing Officer of Stealth Startup, explores the expanding role of Chief Marketing Officers, emphasizing their potential to shape long-term strategy and gain a respected voice at the executive level. She highlights how CMOs can redefine success by moving beyond traditional metrics and instead focusing on customer understanding, market foresight, and brand positioning to build lasting trust and influence within the organization.💡 "The most effective CMOs in my opinion today are actually business strategists first and marketers second; they’re shaping category leadership, influencing pricing strategy, product‑market fit, even sometimes investor confidence." - Valeria Sologoub Valeria underscores the importance of marketing in driving sustainable revenue growth, encouraging CMOs to prioritize category leadership and strategic differentiation. By approaching their role as business leaders rather than just marketers, CMOs can elevate their impact—shaping not only how their companies are perceived but how they lead in competitive markets. Follow Valeria Sologoub on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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What Every CRO Needs to Know: The Growth Helix 29:21

for 6 weeks siden29:21

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💡 Maureen Power Sweeny, Chief Revenue Officer at RapidScale, introduces the Growth Helix framework, which intertwines strategy, execution, and organizational DNA. She explains how companies that co‑evolve these helixes stay aligned with market and customer needs. She also draws on her 30‑year career shaping global business models to illustrate each component. 💡 “Strategy without execution will fail, and an operating model that has no vision of where it’s going will also fail. When strategy and execution co‑evolve and stay aligned with the market, that’s when success occurs.” – Maureen Power Sweeny Maureen emphasizes that long-term success hinges on integrating vision with action. She offers practical insights on how to anchor strategic direction while building flexible, high-performing operating models. Her approach encourages organizations to adapt as markets shift and customer expectations evolve continuously. Through real-world examples and leadership experience, she demonstrates how this framework drives lasting and accelerated growth. Follow host Steve MacDonald on LinkedIn Follow Maureen Power Sweeny on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Why B2B Lead Nurturing Hasn't Changed In The Last 10 Years? 29:05

for 6 weeks siden29:05

29:05

💡 Mark Walker, Co-founder and CEO at Revved Up, dives into the enduring challenges of B2B lead nurturing. He explores why many companies still rely on outdated tactics despite the availability of new tools and data. He shares insights on the power of brand-building, customer alignment, and elevating sales conversations. His perspective underscores the importance of bridging the gap between strategy and execution for sustainable growth. 💡 “Lead nurture gets overlooked because everyone's focused on stuffing the top of the funnel. They chase more leads while ignoring the middle: moving leads through the funnel more effectively. You are sitting on a gold mine in your lead nurture that you are not touching.” – Mark Walker This episode examines the impact of uniting sales and marketing on growth strategy. Mark’s experiences guide listeners toward a holistic revenue approach, helping them see how seamless collaboration fuels pipeline health and accelerates business outcomes. By uncovering real-world insights on aligning both disciplines, executives can equip their teams with a roadmap for long-term success. Follow Host Steve MacDonald on LinkedIn Follow Mark Walker on LinkedIn…

C-Suite Sales & Marketing Perspectives

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How Your Sales North Star and Tech Stack Are Your Key to Success 32:40

for 7 weeks siden32:40

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💡Marc Gasser, Chief Customer Officer at CREATEQ and a seasoned entrepreneur behind more than ten ventures, offers a compelling perspective on aligning sales strategy with scalable business success. Grounded in his passion for innovation and change, Marc underscores the importance of a clearly defined North Star, the strategic use of technology, and customer involvement in decision-making. His emphasis on simplicity and adaptability reflects the practical mindset needed to navigate today’s dynamic market landscape.💡 "If you bring that idea of ‘new and change’ to a company, it’s usually not that easy for all the people who have to run after you. That’s why I see entrepreneurship is a lot about those different perspectives. The entrepreneur, the founder—one main task is to give, in rough times and good times, the direction." - Marc Gasser Marc stresses that effective B2B leadership requires a balance between strategic direction and agility. He champions the use of technology not just for operational efficiency, but to deepen customer relationships and simplify internal workflows. Instead of relying on endless meetings, he encourages leaders to focus on clear priorities, intentional collaboration, and alignment around a unified vision. For Marc, the fusion of strategic clarity, tech optimization, and human connection is essential for sustained growth. Follow Marc Gasser on LinkedIn Follow host Steve MacDonald on LinkedIn…

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