C-Suite Sales & Marketing Perspectives podcast

C-Suite Sales & Marketing Perspectives

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

for 4 hours siden31:37

31:37

💡 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 1 day 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 15 dager siden30:10

30:10

💡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 15 dager siden31:01

31:01

💡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 16 dager siden27:35

27:35

💡 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 16 dager siden29:47

29:47

💡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 19 dager siden28:54

28:54

💡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 20 dager siden32:08

32:08

💡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 21 dager siden32:08

32:08

💡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 21 dager siden29:21

29:21

💡 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 26 dager 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 28 dager siden32:40

32:40

💡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…

C-Suite Sales & Marketing Perspectives

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A Strong Reminder: Why We Need to Heavily Invest in Content 27:09

for 28 dager siden27:09

27:09

💡Anna Albinsson, CEO of Gridly, underscores the pivotal role of content in accelerating global B2B growth and building digital trust. With a strong background in data analytics and SaaS, she presents a strategic approach that calls for tighter alignment across the C-suite—connecting sales, marketing, and product development to deliver customer-centric, impactful messaging. In an increasingly crowded digital environment, she stresses the importance of authenticity and thought leadership to break through the noise and create lasting connections.💡 "I think that content is the currency in digital marketing and sales today, and the brand is the trust that gives that currency its value. So in a world where we have sales cycles taking a longer period of time, your content is like the product experience that you bring out to the market; the content is the relationship builder." - Anna Albinsson Albinsson highlights that content today acts as both a relationship builder and a stand-in for the product experience, particularly as sales cycles grow longer. Trust, she explains, is not just rooted in data, but in consistent, human-centered storytelling that reflects a brand’s expertise and values. By moving beyond transactional communication, companies can position themselves as strategic partners, using well-crafted, insight-driven content to drive credibility, deepen engagement, and achieve sustained success. Follow Anna Albinsson on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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The Forgotten Power of the Brand 36:15

for 28 dager siden36:15

36:15

💡Shuchi Sarkar, Chief Marketing Officer of LTIMindtree, underscores the critical role of branding as both an immediate catalyst and a long-term asset in driving business success. With deep expertise in tech marketing, she explains that a strong brand builds trust, credibility, and directly fuels demand generation. Rather than viewing branding as detached from short-term objectives, Shuchi positions it as a core driver that influences purchasing decisions and contributes lasting value to the business.💡 "Ultimately the long lasting asset—and that’s why you know when a company is evaluated, you always value the power of your brand—because that’s one asset... not like physical property or your furniture or your computers, but is that intangible that makes the difference." - Shuchi Sarkar She highlights the evolving role of marketers in aligning near-term sales efforts with long-term brand equity. By integrating brand strategy into demand generation, businesses can achieve both immediate impact and sustained growth. Sarkar’s insights stress that brand and demand are not opposing forces but interconnected pillars essential for building customer trust and enduring market relevance. Follow Shuchi Sarkar on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: How to Stop Burning Marketing Spend and Our Teams at the Same Time 28:36

for 29 dager siden28:36

28:36

💡 Ines Hubmann, Senior CX Marketing Consultant at Huble, discusses balancing short-term marketing wins with long-term brand strategies. She reveals how empathy, active listening, and a strong brand foundation save budgets and teams from burnout. Through personal anecdotes and real-world insights, she underscores the need for human-centric marketing in a tech-driven environment. 💡 “The more time we put aside for brand and truly listening to the customer, the more effective our marketing will be, and the higher the results we can show.” - Ines Hubmann Ines unpacks why empathy should be the backbone of marketing. She stresses active listening over quick, surface-level tactics, explaining how a genuine investment in brand strategy aligns teams, avoids burnouts, and boosts results. Through personal stories and proven examples, she illustrates how marketing that focuses on the human element consistently outperforms ego-driven approaches. Follow Ines Hubmann on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: How to Overcome Our Biggest Internal Challenges to Growth 28:39

for 9 weeks siden28:39

28:39

💡Andrej Krahne, Chief Innovation and Marketing Officer at Hyand Technology, dives into the internal challenges that B2B companies face, which Andrej uniquely identifies as the biggest obstacles to sustainable growth. Using his extensive experience in marketing and innovation, Andrej discusses how aligning communication strategies and focusing on enhanced customer experiences can pave the way for overcoming these roadblocks.💡 " Start doing something and do not hide yourself in theoretical light. Everything has to start and along the way it will get better. But if you never start, you will never end somewhere." - Andrej Krahne Andrej emphasizes the essential role of trust in B2B relationships. In today's marketplace, trust has become a scarce commodity, often jeopardized by ineffective communication strategies. Andrej explores how companies can better engage prospects by fostering long-term relationships built on trust, transparency, and empathy. He emphasizes the need for authentic experiences that resonate emotionally with prospects and clients, where companies can move beyond mere transactional relationships to becoming trusted advisors in their customers' journeys. Follow Andrej Krahne on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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Breaking Through the Uphill Trust Battle of Today's Go-to-Market Strategy 33:52

for 9 weeks siden33:52

33:52

💡Jaume Ayerbe, Chief Revenue Officer at Nalanda Global, shares insights about the critical role of trust in B2B sales. Jaume sheds light on the importance of cultivating trust with prospects and customers across different cultural landscapes. He also delves into the complexities of trust, its decline in B2B sales, and how organizations can navigate these challenges to build lasting relationships.💡 " Trust is something that needs to be led from the senior management down to the organization. Trust is with customers, but trust is within the company as well. I cannot be building credibility, building trust with my prospect customers if I'm not having trust back at home, back at the office, back at the workshop, I need to build that trust. This needs to be part of the company culture, this is a never ending game." - Jaume Ayerbe With Jaume's vast experience in international business, focusing on trust as a cornerstone for success in B2B markets, he shares insights into various strategies for establishing trust, such as understanding customer challenges, being a trusted advisor, and leveraging emotional selling over product specifications. Both Steve and Jaume uncover the intricacies of creating a genuine connection with clients, emphasizing that in competitive industries, emotional connections often outweigh technical specs in driving purchase decisions. Follow Jaume Ayerbe on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: Why You Need Five-Star Reviews for Everything You Produce 32:35

for 9 weeks siden32:35

32:35

💡Horst Müncheberg, Chief Marketing Officer at ABLE Management Services, delve into the pivotal role of marketing as an enabler within organizations and the importance of aligning marketing outputs with customer and internal stakeholders' needs. Highlighting the theme "Why You Need Five Star Reviews for Everything You Produce," the discussion unfolds Horst's unique perspective on how marketing content can be validated through effective feedback mechanisms.💡 " Bringing your marketing into high level of management and sales organization; that's the most important thing, and try to engage, try to see the company as community not as we are, they are." - Horst Müncheberg Horst unravels how marketing teams often function as mere executors rather than strategists, with a misleading customer-centric approach. Horst introduces a transformative five-star rating system for internal stakeholders, particularly the sales team, to rate marketing content. This system arguably acts as a powerful enabler and bridge between sales and marketing, enhancing content relevance and value perception. By drawing parallels to ubiquitous customer review systems, Horst underscores the potential of peer-validated content in boosting organizational communication and efficacy. Follow Horst Müncheberg on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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The Missed Opportunity for Fractional CMOs 32:11

for 9 weeks siden32:11

32:11

💡Kaila Yates, Interim CMO at Zellis, delves into the evolving role of the fractional CMO. With the business landscape rapidly shifting due to post-COVID challenges and AI advancements, the role of fractional CMOs is transitioning significantly. Kails discuss, understanding the trajectory of marketing strategies and how fractional leaders can effectively integrate and alter organizational practices is imperative.💡 "It doesn't matter what you do if you can't prove that you've had an impact." - Kaila Yates Yates analyzes how modern technology, particularly AI, has altered the demands and opportunities for fractional CMOs. Where traditional roles required extensive time spent within a company to understand strategic priorities and markets, AI now offers timely insights that can optimize and streamline efforts. However, the essential element remains the human touch, with deep-rooted understanding and strategic thinking guiding technology towards successful outcomes. This episode emphasizes the crucial necessity of continuous learning and curiosity in marketing, underscoring how these can be leveraged to gain insights and challenge preconceived notions for a more pronounced impact. Follow Kaila Yates on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: Why Is Marketing Losing Its Seat at the Table? 35:09

for 9 weeks siden35:09

35:09

💡Edyta Malatrat, Chief Marketing Officer at Symfonia, delves into the substantial role of marketing in today's corporate landscape and how it often faces the challenge of maintaining its seat at the executive table. Edyta shares insights from her robust career journey, emphasizing the need for marketing leaders to blend strategic thinking with tactical prowess, foster strong relationships across the C-suite, and adopt a mindset of business ownership akin to brand managers in the FMCG space.💡 " Show your board that you understand the market. Bring them the knowledge that they need to understand the market the company is in, whether it's the customer, whether it's the technology your customer is in, the market." - Edyta Malatrat Edyta unravels common hurdles faced by CMOs, highlighting the rise of roles like Chief Revenue Officers and how they reflect the evolving demands on marketing. She underscores the importance of marketers staying connected to short-term revenues and long-term brand equity. With practical advice on leveraging data, understanding customers deeply, and positioning marketing as a business driver, Edyta offers a comprehensive roadmap for CMOs aiming to assert their value and strategic input within the executive team. Follow Edyta Malatrat on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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The Mental State of Today’s CMO 30:59

for 9 weeks siden30:59

30:59

💡Kady Srinivasan, Chief Marketing Officer at Lightspeed Commerce, discuss the challenging and ever-evolving role of a CMO in today's business landscape. With vast experience across different market strategies, Kady delves into the mental state of modern CMOs, particularly focusing on the role's stressors and expectations. She also touches upon the dynamic nature of the marketing landscape over the past 15 years and the imperative for constant adaptation.💡 "The one thing that I found very useful in my life is having a very strong support system. And I'm not just talking about family and friends outside of work, but even mentors, other fellow CMOs." - Kady Srinivasan As businesses find themselves amidst data overload and heightened performance pressures, Kady discusses the multifaceted nature of the CMO role, likening it to juggling multiple full-time jobs simultaneously. She emphasizes the critical nature of understanding and aligning with the customer voice and staying ahead of data trends. Moreover, she provides insights into the transformation process she undertook at Lightspeed, highlighting the importance of conviction, strategic alignment, and robust internal communication. Through these reflections, Kady offers a roadmap for surviving and thriving in today's corporate environment, urging CMOs to maintain strong support systems and clear executive relationships. Follow Kady Srinivasan on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: Why Our Internal Challenges Are as Important as External 33:47

for 9 weeks siden33:47

33:47

💡Will Milano, Principal of Paramount Professional Services Marketing, delves into the often-overlooked internal challenges that B2B businesses face in their growth journeys. He also unpacks why these internal hurdles exist and how organizations can overcome them. The conversation explores the lack of marketing experience among C-level executives and the critical role of internal education to align marketing strategies with business goals.💡 " Your brand strategy and your demand strategy are not at odds with each other. They are not mutually exclusive. They have to be working in conjunction with each other so that you're absolutely doing things from a marketing strategy standpoint to help." - Will Milano Will emphasizes the vital interplay between brand and demand in marketing strategies, highlighting that branding is not a secondary concern but a foundational element that can significantly impact business success. As they stress the importance of integrating customer insights and the role of marketing in bringing the customer's voice into strategic discussions, eloquent insights and key strategies are shared on fostering collaboration between sales and marketing. The episode is a treasure trove for marketers aiming to elevate their strategic roles within organizations and navigate internal dynamics effectively. Follow Will Milano on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose 28:20

for 11 weeks siden28:20

28:20

💡 Emily Askham, CMO at Natixis Investment Management, explores the crucial role of marketing in building trust within the B2B financial sector. She highlights strategies for fostering credibility, including voice-of-the-customer programs and third-party research. The discussion also covers proactive problem-solving and CX-driven differentiation for long-term success. 💡 "Most people will listen to you if they like you. But unless they trust you, they won’t do business with you. That’s why trust is the most critical part of it." - Emily Askham Reflecting on Emily Askham’s insights, trust emerges as the goal and outcome of sophisticated, customer-centric B2B strategies. Transformation happens when trust becomes measurable through enhanced customer experiences, increased referrals, and lasting relationships. This journey requires a collective effort, uniting cross-departmental contributions with a deep understanding of the customer’s voice and needs. Follow Emily Askham on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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What Does Creating Hypergrowth Look Like for Today's B2B Companies? 26:42

for 11 weeks siden26:42

26:42

💡 Peggy Studer, CMO at Klaxoon, explores the complexities of driving sustainable hypergrowth in B2B. She shares insights on cultural nuances, marketing technologies, and the balance between short-term wins and long-term growth. She emphasizes product marketing, brand building, and data-driven strategies and highlights team dynamics, customer voice, and adaptability as key to success. 💡 "If you want to achieve hypergrowth, you have to be willing to open up and carefully examine things to see what works and what doesn’t. If you’re just going through the motions without a strategy that addresses a problem or need, it’s not really going to work." - Peggy Studer Peggy Studer highlights the importance of team dynamics, customer voice, and marketing fundamentals in driving hypergrowth. Rather than chasing short-term wins, she advocates for fostering innovation, data-driven decisions, and a customer-centric vision. Companies that embrace these principles achieve immediate success and build a foundation for long-term excellence. Follow Peggy Studer on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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How to Maintain Human Connections Amidst Go-to-Market Complexity 26:31

for 11 weeks siden26:31

26:31

💡 Felix Bartels, CMO of the Serviceplan Group, shares his journey from medicine and sports science to marketing. He explores blending emotional engagement with AI, automation, and big data while maintaining authenticity. This episode highlights storytelling, trust, and human connection as keys to B2B marketing success. 💡 "For companies nowadays, go-to-market strategies are complex. I think the solution is to leverage technology to manage this complexity. However, the real secret is adding an emotional touch—being human, real, and transparent. It's not just about being the first to use the best technology." - Felix Bartels Felix presents a transformative perspective on modern B2B marketing, emphasizing a human-centric approach, storytelling, and consultative strategies. This shift moves businesses from traditional product-focused messaging toward an integrated experience that prioritizes authenticity, emotional connectivity, and innovation. By adopting these insights, companies can strengthen relationships and enhance brand loyalty in an evolving market. Follow Felix Bartels on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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How to Double Down on Your Most Profitable ICP 30:46

for 14 weeks siden30:46

30:46

💡 Jonathan Metrick, Chief Growth Officer and Partner at Sagard, shares invaluable insights into the importance of focusing on a profitable Ideal Customer Profile (ICP) as a strategic approach to sustainable business growth. This interview emphasizes understanding and doubling down on your most profitable customer segments, especially in changing economic conditions where profitability is prioritized over mere expansion.💡 " Not having a clear sense of what is our superpower, what are we doubling down on, what are we going to be best in class at, is a really important item to note, because as you scale, you have to continue to get better at that thing and eventually become best in class in the world at it." - Jonathan Metrick Jonathan delves into the principles of constructing a profitable ICP, stressing the need for companies to analyze their market fit, customer retention, and profitability metrics. He also discusses the critical need for internal alignment within go-to-market teams and how the right data can bridge these gaps. Amidst the ongoing shifts from aggressive growth tactics to more calculated, sustainable strategies, Jonathan provides a roadmap for companies looking to navigate this change effectively. Follow Jonathan Metrick on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: What’s Your Next Best Move? 32:31

for 14 weeks siden32:31

32:31

💡 Brian Cody, Chief Marketing Officer at Basys, delves into the pivotal role of a CMO in fostering sustainable long-term growth and strategic alignment within an organization. With Brian’s rich background in technical and digital marketing leadership, he emphasizes the integration of strategy, processes, and customer service excellence as key drivers for competitive differentiation at Basys.💡 " Moving fast is great, but don't move forward unless you really have confirmation that everyone is aligned to doing what you said you're going to do." - Brian Cody Brian Cody highlights the importance of prioritization and process management in marketing. He underscores the necessity of alignment and collaboration across departments to ensure consistent strategic direction and optimize the marketing impact. He also explores how having a deep understanding of customer needs through tools like NPS scores can drive alignment with organizational goals, ultimately enhancing customer experiences and achieving growth. Follow Brian Cody on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

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CMOs: Why Playbook is the New Dirty Word 31:40

for 14 weeks siden31:40

31:40

💡 Manisha Khadge, Chief Marketing Officer at Mindbowser Inc., delves deeply into the necessity for adaptability in marketing, the rapid pace of technological advancements, and how these factors shape effective leadership and company dynamics. Manisha shares her journey from the technical side of the industry into marketing, underscoring the importance of balancing strategic planning with hands-on practice. 💡 " The real strength of an organization lies in its ability to adapt, experiment and grow in alignment with its unique context and that's the reason I always believe that what works for one will not work for another. " - Manisha Khadge Manisha unpacks the significance of not depending solely on marketing playbooks due to the unique ecosystem each organization operates in. She emphasizes that real organizational strength is derived from the ability to adapt and innovate. She discusses the evolving landscape of B2B marketing, where understanding your ideal customer profile (ICP) is critical, and the importance of establishing a robust corporate culture for sustainable growth. Manisha also touches on how technology and AI are transforming marketing processes and how companies must stay agile to remain competitive. Follow Manisha Khadge on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

1
Is Experience King of the B2B Marketing World? 38:34

for 14 weeks siden38:34

38:34

💡 Derek Weeks, Chief Marketing Officer at Katalon, delves into a thought-provoking discussion about the power of community-led marketing and its transformational role in B2B marketing strategies. He shares insights from his rich experience, particularly focusing on how communities can serve as substantial differentiators in competitive markets. With expertise garnered from years of leading marketing departments in software companies, Derek presents compelling arguments for why building authentic communities is crucial in the modern marketing landscape.💡 "Authenticity is key to any really great marketing. Part of authenticity is you have to be very empathetic to your audience, know who you're talking to, go out and talk about the things that they want to talk about, be honest in your approach to doing that." - Derek Weeks Derek explains the nuances of managing both product-based and interest-based communities, highlighting their individual and collective impacts on brand affinity, customer success, and thought leadership. Authenticity and being genuinely helpful are underlined as the core pillars of effective community engagement. Derek shares tangible examples from his career, such as how discourse forums and community-driven content have significantly enhanced brand visibility and customer loyalty. Follow Derek Weeks on LinkedIn Follow host Steve MacDonald on LinkedIn…

C-Suite Sales & Marketing Perspectives

1
How to Scale from $1M to $20M in ARR 33:08

for 16 weeks siden33:08

33:08

💡 Bryan Burdick, President and Co-Founder of ClearGov, shares his journey, recounting his incredible trajectory from a standout 11-year-old national sales competition winner to leading successful startups. As the discussion unfolds, Bryan delves into his critical role in companies like ZoomInfo and Bizzo, highlighting his knack for understanding customer needs and identifying product-market fit to drive growth. 💡 " You need to have that good product fit to get you going right on growth. If you don't have that, you're not going to have a growing company to begin with." - Bryan Burdick This episode is a treasure trove of insights on scaling businesses, emphasizing the importance of grit, cash management, focus, company culture, and people as the five keys to success. Burdick shares tried-and-tested strategies such as customer-driven product development and fostering a robust culture by design, not by default, to attract top talent. The conversation touches on the evolution of ClearGov and its approach to aligning product strategy with customer pain points, reinforcing the integral role of customer engagement and team alignment in achieving sustained growth. Follow Bryan Burdick on LinkedIn Follow host Steve MacDonald on LinkedIn…

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