C-Suite Sales & Marketing Perspectives
Business & Finance
About
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.
Episodes
- Customer Value Consulting: Turning Insight Into Sustainable Growth
Ian Plummer, Chief Customer Officer at Autotrader, explains how customer value consulting turns insight into sustainable growth. He details how continuous help, actionable data, and consultative partnerships strengthen trust, improve custo…
- The Hard Truth About Scaling Revenue Organizations
Ryan Wilson, Chief Revenue Officer at Generis, explains that scaling revenue organizations requires constant iteration, customer obsession, and organizational alignment. He discusses how credibility, empathy, and authentic messaging can cr…
- ABM Reality Check: Why Conventional Approaches Fail
In episode #287, Paul Gottsegen explains why traditional ABM strategies falter. He emphasizes the need for human connection and understanding customer pain points over AI-generated communication to build buyer trust.
- ABM Reality Check: Why Conventional Approaches Fail
Paul Gottsegen explains why conventional Account-Based Marketing (ABM) strategies often fail, highlighting the importance of deep customer understanding, conversational messaging, and authentic human connection to build buyer trust in an A…
- From Vendor to Peer: VoC Learning as Differentiation
Robert From explains how trust drives long-term growth by moving beyond transactional models to align partner incentives and focus on customer value, creating a durable competitive advantage and sustainable growth.
- From Vendor to Peer: VoC Learning as Differentiation
Robert From explains how trust, empathy, and customer-driven alignment create sustainable growth in complex ecosystems by fostering long-term partnerships beyond transactional relationships. He emphasizes building a foundation of trust to…
- AI Strategy Shift: Moving Beyond Workflow Automation
Jerome Stewart explains how AI can drive real business impact beyond automation by using iteration, systems, and sharper messaging for growth. He highlights the continued importance of trust and relationships in leadership.
- AI Strategy Shift: Moving Beyond Workflow Automation
Jerome Stewart, CMO at Conviva, argues that AI must evolve beyond workflow automation to create significant business impact. He outlines how marketers can leverage AI for growth through improved systems, sharper messaging, and emphasizes t…
- Voice of the Customer: The Overlooked Engine Behind Scalable Growth
Atri Chatterjee, CMO of DigiCert, discusses how trust is key to scalable growth, emphasizing customer proof, platform value, and consistent delivery. The episode also touches on AI, security, and changing expectations.
- Voice of the Customer: The Overlooked Engine Behind Scalable Growth
In episode #284, Atri Chatterjee, CMO at DigiCert, explains how trust is crucial for scalable growth, emphasizing customer proof, platform value, and consistent delivery. He discusses translating technical value into business outcomes and…
- C-Suite Sales and Marketing Perspectives: Why Trust Is Breaking Down
CMO Jonathan Symonds explains that trust is now the most important factor in AI infrastructure decisions. He highlights the role of proof points, brand credibility, and execution in distinguishing reliable providers and discusses how marke…
- C-Suite Sales and Marketing Perspectives: Why Trust Is Breaking Down
Jonathan Symonds, CMO at Radiant, explains how trust is crucial in AI infrastructure decisions, emphasizing proof points, brand credibility, and execution. The episode discusses challenges in communicating value to complex buying groups an…
- Building Buyer Trust: Rethinking How B2B Relationships Are Built
Gethin Nadin discusses building B2B buyer trust by focusing on customer problems, not products. Strategies include tailoring outreach, nurturing relationships early, and leveraging thought leadership to influence buying groups and win larg…
- Rethinking Where B2B Growth Opportunities Actually Exist
In Episode 281, Acclaro CEO Russell Haworth explains that international growth is often an overlooked B2B opportunity. He argues that localization and cultural resonance unlock new markets faster than traditional expansion, enabling simult…
- Modern Growth Leadership: Owning Revenue Outcomes
Jason Cimino explains that growth leaders must be accountable for client business outcomes, emphasizing the balance between strategic thinking and hands-on execution. Alignment and prioritization frameworks are key to driving sustainable r…
- The Hidden Power of the Modern CMO in Driving Company Growth
Episode #279 features Signe Julie Valeur Bodholdt explaining how modern CMOs drive growth by representing the customer internally, focusing on problems solved and building trust through storytelling, rather than just listing features. The…
- LinkedIn ABM Strategy: Turning Target Accounts into Real Pipeline
This episode features Anthony Blatner discussing LinkedIn's role in Account-Based Marketing (ABM). He explains how to define target audiences, align teams, and build account lists using features like intent signals and thought leader ads t…
- Internal Alignment Gaps: The Real Reason B2B Growth Stalls
Lawrence McGlown, Chief Growth Officer at Careerminds, explains that internal alignment is key to sustainable B2B growth, as siloed functions create friction that slows revenue velocity. He emphasizes the need for shared purpose, disciplin…
- Sustainable B2B Growth: Moving Beyond the Vendor Mindset
In episode #276, Asier Garcia, Chief Growth Officer at VML, explains that sustainable B2B growth necessitates moving beyond a vendor mindset to become a strategic partner. This involves deeply understanding client objectives, building trus…
- The Hidden Revenue Cost of Executive Misalignment
CMO Tracy Hansen explains that executive misalignment is a key barrier to sustainable growth, as differing functional perspectives cause friction and slow execution. She provides practical methods for leaders to achieve alignment around sh…
- The Evolving CMO: Owning Strategy Beyond Demand
Tami Cannizzaro explains how the CMO role is evolving to encompass full growth strategy ownership, moving beyond traditional demand generation. She details how AI is transforming marketing teams by enabling personalization at scale and res…
- Faster Markets, Fragile Loyalty: The CX Wake-Up Call
Amita Gudipati, Chief Customer Officer at Renaissance Learning, discusses treating customer experience (CX) as a growth strategy. She explains how organizations can scale CX through structured voice-of-customer programs, segmentation, and…
- Scaling B2B Growth Without Scaling Headcount
Abhijeet Prabhune discusses scaling B2B growth without increasing headcount, emphasizing how innovation, organizational design, and system-level thinking drive scalable performance. He explains that removing constraints and improving proce…
- Trust Epidemic: Why Transparency and Fairness Now Win B2B Growth
Imogen Wethered discusses how trust, transparency, and fairness are crucial for B2B growth. The episode emphasizes that building credibility requires authentic experiences, customer control, and transparency in pricing and product design,…
- The New Sales Experience Model for Sustainable B2B Growth
CMO Kamron Kunce explains how integrating customer experience into marketing transforms strategy for scalable, sustainable B2B growth. He details how team alignment, data leverage, and customer insights improve conversations and outcomes,…
- The Trust-First Advantage in Modern B2B Growth
Seth Carpien and Misti Fragen discuss the 'Trust-First Advantage' in B2B growth, emphasizing that building authentic relationships and trust is crucial for collaboration, long-term partnerships, and sustained success.
- Why Your CRO Playbook Is Already Obsolete
Dean Hickman-Smith discusses how traditional CRO planning is becoming obsolete in fast-paced tech markets. He emphasizes the need for revenue leaders to shorten planning cycles, strengthen feedback loops between sales, product, and marketi…
- The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking
Maryna Stavnycha explains how to achieve a predictable pipeline by implementing learning systems instead of relying on fragmented funnel activities. She emphasizes the importance of repeatable loops, precise ICP decisions, clear downstream…
- The Case Against Playing It Safe in Revenue Leadership
Victor Padee explains how revenue leaders must be adaptive while maintaining a clear long-term direction, using customer truth, ICP focus, and experimentation to improve outcomes. He emphasizes that solving important problems is key to rev…
- Replacing Sales Quotas With KPI-Driven Collaboration
Tetiana Gorbunova explains how her team replaced quota-driven bonuses with KPIs and development plans, resulting in reduced desperate outreach, better nurturing, increased knowledge sharing, stronger revenue, and improved team morale.
- What Changed? Why Winning New Customers Feels Harder Than Ever
Tetiana Gorbunova shares her sales leadership experience and discusses how volatility, attention overload, and faster buying shifts are impacting B2B sales, emphasizing the need for flexible planning and clear team direction.
- CROs: When Opportunity Becomes the Enemy of Scale
Former Crownpeak CRO Mark Greenaway explains how excessive opportunity can obstruct revenue scaling by stretching go-to-market teams thin. He advocates for disciplined focus, cross-team alignment, and building trust to achieve efficient sc…
- From Personalization to Cohorts: A CRO’s ABM Evolution
Sagi Reuven explains how Account-Based Marketing (ABM) must adapt to an AI-driven market, emphasizing trust, market knowledge, and clear roadmaps. He suggests qualifying opportunities by the scale of the customer's problem to secure enterp…
- The New ABM Skillset: Engineering the Modern Go-To-Market Team
Brett Hannath explains that ABM programs fail when measured like consumer advertising due to long B2B buying cycles. He emphasizes the need for engineering and AI capabilities in modern ABM teams to align expectations with business outcome…
- The 2025 Challenge Report: How Alignment Fuels Every Growth Strategy
Maureen Power Sweeny explains that alignment, trust, and internal coordination are essential for sustainable growth. She details how aligned execution drives long-term advantage and how trust is built through operating moments and accounta…
- The C-Suite’s Top Predictions for the Future of ABM
In this episode, Steve MacDonald discusses the importance of internal team alignment and authentic customer insights for B2B growth and ABM performance. He explores how leveraging the voice of the customer and utilizing AI can help sales a…
- The Funnel Is a Fraud: Reinventing Speed and Innovation in ABM
Nathan Burke explains that the traditional sales funnel doesn't reflect current buyer behavior. He argues that differentiation, trust in AI, speed, service, and relationships are key to measurable impact, especially in cybersecurity.
- Why CMOs Fail When They Rush Instead of Reflect
CMO Venkat Patla explains that rushing marketing initiatives without reflection leads to poor results and damaged brand trust. He advises CMOs to balance speed with insight, stay connected to customer reality, and protect long-term value d…
- The Bold New Playbook for Reaching Overloaded B2B Buyers
Robert Sanchez explains how B2B buyers are changing their evaluation methods due to information overload. He highlights the importance of building trust through consistent customer experiences and meeting buyers where they search for answe…
- Why Partnerships Must Be the Third Leg of Your GTM Stool
In episode #255, Vaughn Mordecai discusses the importance of partnerships as a core go-to-market strategy. He highlights how partner ecosystems generate revenue beyond direct sales, leading to larger, faster, and more successful deals by f…
- Why AI Enables a Redefinition of Customer Value
Christy Marble explains how AI is changing B2B customer value by focusing on delivering outcomes rather than just tools. She highlights the importance of orchestration for seamless experiences and aligning growth, CX, and revenue for measu…
- Customer Retention Strategy: Making Loyalty the New Growth Engine
David T. Roberts, CEO of SugarCRM, explains how customer loyalty acts as a primary growth lever in B2B. He details how curiosity, process, and data enhance customer focus and how feedback can be activated to improve retention, emphasizing…
- Marketing’s Identity Crisis in the C-Suite
Anand Sankara Narayanan explains marketing's identity crisis within the C-suite, attributing it to a lack of clearly defined value. He outlines marketing's basis in customer psychology, data, and persuasion, and provides strategies for lea…
- Why Deals Die: The Momentum Problem in B2B
Grainne Maycock explains why B2B deals lose momentum, citing internal friction and misalignment. She emphasizes building trust via transparency and consistent follow-through, and operationalizing customer voice to protect growth.
- Voice of Customer Drives the Only GTM that Lasts
Asmita Singh explains that the voice of the customer is foundational for a lasting go-to-market strategy. Marketing can bridge insights across departments and use customer data to build better products and strategies, improving revenue pre…
- B2B CMOs: How to Smash Targets without Paid Media
Stephanie Pilon of Singular shares strategies for B2B CMOs to exceed revenue targets without paid media. She details how focusing on data, customer insights, and strategic execution, rather than ad spend, can create a more predictable pipe…
- Turning Customer Centricity Into an Operational Strategy
Michelle Urdiales discusses transforming customer centricity from an intention into an operational strategy. She explains how this approach shapes leadership decisions, prioritization, and creates long-term value, ultimately driving sustai…
- How Deep Partnerships Can Become Your Number 1 Growth Engine
Vitaly Bochkarev, CMO at Звук, explains how deep partner integration drives growth by building trust and creating scalable customer value, especially when traditional channels are limited. The episode emphasizes the importance of unified j…
- The 2025 Challenge Report: Mastering the Everyday Obstacles to Scale
Vidhya Srinivasan explains that internal alignment is the biggest obstacle to scaling. She shares strategies like simple processes, clear communication, and feedback loops to overcome friction and achieve sustainable growth.
- Customer-Led Advantage: Your Most Reliable Growth Engine
In episode #245, Willem Hendrickx, CRO at Vectra AI, explains how customer insights form the basis of effective strategy and sustained growth. He emphasizes aligning leadership, data-driven targeting, and customer advocacy to create a reli…