C-Suite Sales & Marketing Perspectives

38 episodes scanned.

Recent Episodes

1. CROs: When Growth Stalls, Change the Rules

   Oct 30, 2026

   Jordan Bulkoski, Chief Revenue Officer at Jeeves, an international fintech company, discusses how revenue leaders can build predictable team performance, create trust and alignment across the executive team, and use direct customer feedback and AI tools to inform decisions. He argues that internal challenges, rather than external market conditions, are often the main barrier to sustainable growth, and that leaders should be willing to change markets, products, or compensation plans when current approaches stop producing results. The conversation with host Steve MacDonald also covers how AI can free salespeople and leaders to spend more time on human work.

2. When Sales and Marketing Own the Same Outcomes

   Oct 28, 2026

   Brandon Salisbury, Chief Revenue Officer at Tilt, discusses his move from CMO to CRO and how shared revenue accountability aligns sales and marketing around the same outcomes. He covers customer research, early buyer education and thought leadership, and stage-based measurement using a bow-tie framework rather than channel attribution. He also shares lessons on ICP alignment, the risks of splitting focus on ABM, and why strong marketing fundamentals matter more than new AI tools.

3. Part Eighteen: The Revenue Logic of Customer Obsession

   Oct 27, 2026

   Alex Wakefield, Chief Revenue Officer at AcuityMD, discusses how deep customer research, in-person engagement, and consistent value build the trust needed to become a trusted advisor. The conversation covers why buyers want to meet the team they will work with, how sales teams can use research to teach customers and keep deals moving, and how AcuityMD brings customer-facing teams into the sales process through a 'handshake' rather than a handoff. Alex draws on his path from operations and sales into CEO and CRO roles, and on industry statistics about customer obsession.

4. Why the Future of B2B Belongs to Companies That Own Results

   Oct 27, 2026

   Yariv Drori, Chief Marketing Officer at MultiView, discusses why B2B companies should focus on the business results their customers want rather than only delivering technology. He draws on his experience in e-commerce and ad tech, including his work at Seismic and an agency built around outcomes, to explain how services, technology, and shared accountability can align vendors and customers. The conversation covers how SaaS's licensing model has shaped vendor behavior and what it would take for vendors to act as partners.

5. The Hidden ABM Problem No New Platform Can Solve

   Oct 26, 2026

   Jay Manciocchi, Chief Marketing Officer of Wipro's AI-Native Business and Platforms Unit, discusses why ABM success depends on sales and marketing alignment rather than on the technology platform. He covers shared revenue metrics, joint accountability, operating rhythms, using voice-of-customer findings to challenge internal assumptions, and the need for clean account data before applying AI. The conversation also addresses AI-driven personalization, creative outreach, and change management as teams adopt AI-enabled ABM.

6. Growth Breaks When Customer and Company Priorities Stop Aligning

   Oct 23, 2026

   Michelle Sidwell, Chief Revenue Officer at Velo3D, describes how the metal 3D printing company rebuilt its go-to-market strategy during a difficult turnaround after its 2023 financial stress and 2024 layoffs. She explains how working closely with customers led Velo3D to shift from selling printers to helping customers qualify parts, move into production, and narrow its focus to a few industries. The conversation centers on her argument that sustainable growth depends on aligning customer needs, internal teams, investment, and execution.

7. Your Short-Term Growth Strategy May Be Undermining Long-Term Revenue

   Oct 21, 2026

   Milja Saarimaa, Group Chief Marketing Officer at Midagon, an expert services firm focused on large business and technology transformations, discusses how short-term pipeline pressure can crowd out the trust and relationship-building that drive long-term B2B revenue. The conversation covers earning the right to advise, expanding existing customer relationships, using customer insights to inform leadership decisions, and marketing's role in connecting departments around shared growth goals. The host is Steve MacDonald.

8. The Bermuda Triangle of Growth: Why Mid-Market Playbooks Stop Working

   Oct 19, 2026

   Irina Nicoleta Scarlat, Chief Marketing Officer at venture builder Improbable, discusses why growing B2B companies struggle when the playbooks that worked at earlier stages stop fitting their size, customers, and market. The conversation covers building trust through product delivery and authentic communication rather than volume of content, the role of customer listening and retention in revenue growth, and the need for leaders to unlearn established habits. Her closing advice centers on talking less, listening more, and approaching new situations with a beginner's mindset.

9. Unlocking the Business Value of AI Personalization

   Oct 15, 2026

   Alysha McCree, Head of Marketing at FPT Americas, discusses how B2B marketers can move beyond claiming AI leadership and instead prove it through domain knowledge, governance, and measurable outcomes. She covers how buyers now use AI and third-party sources to evaluate vendors, which makes influencer presence, PR, and trust-building central to the go-to-market playbook. She also describes an internal event intelligence database that uses AI and historical cost, ROI, and team feedback to evaluate future trade show and event investments.

10. Category Leadership: Setting the Foundations of Success

    Oct 12, 2026

    David Carrel, Global Chief Marketing Officer at Thomson Reuters, discusses how category leadership goes beyond thought leadership to shape how customers and the broader market understand a category. He outlines his framework of identifying a market shift, proving value through the product, building a consistent company narrative, and turning marketing into a company-wide operating system. The conversation also covers internal accountability, using the voice of the customer to drive change, and the role of perceived innovation as AI-native startups challenge established category leaders.