C-Suite Sales & Marketing Perspectives

Steven MacDonald
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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.

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

    5D AGO

    Internal Alignment Gaps: The Real Reason B2B Growth Stalls

    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 thinking, where everyone executes against a shared operating model for how you win. That continuity across messaging, selling, and delivery creates the alignment needed to move faster." - Lawrence McGlown This conversation explores how leaders can remove internal friction and build alignment that drives measurable growth. McGlown explains the importance of shared intent, disciplined execution, and trust across teams. He also outlines how alignment improves revenue velocity, strengthens customer relationships, and helps organizations move faster with confidence. Follow Lawrence McGlown on LinkedIn Follow Steve MacDonald on LinkedIn

    24 min
  2. Sustainable B2B Growth: Moving Beyond the Vendor Mindset

    5D AGO

    Sustainable B2B Growth: Moving Beyond the Vendor Mindset

    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 opportunities. “We need to build a relationship with the company. Each time we receive a brief from the marketing department, we ask to talk with the procurement team, the intelligence team, and the product team. We start building relationships with different stakeholders inside the company. We are not only the partners for the marketing team, but we are also the partners for the full company.” - Asier Garcia This conversation focuses on how B2B leaders can strengthen partnerships by shifting from transactional delivery to strategic collaboration. Asier outlines practical ways to deepen client understanding, align with broader business objectives, and build trust across departments. The discussion highlights how these actions drive sustainable growth, increase long-term value, and position organizations as true business partners rather than short-term vendors. Follow Asier Garcia on LinkedIn Follow Steve MacDonald on LinkedIn

    25 min
  3. The Hidden Revenue Cost of Executive Misalignment

    6D AGO

    The Hidden Revenue Cost of Executive Misalignment

    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 takes trust, it takes accountability, and it takes clarity. Alignment is absolutely possible, and everybody should be striving to achieve it.” - Tracy Hansen In this conversation, Tracy explains why executive alignment is the most overlooked barrier to revenue growth. She outlines how functional thinking creates friction, why leadership teams unintentionally work against each other, and how structured alignment around shared outcomes improves execution speed, decision-making, and long-term growth performance across the organization. Follow Tracy Hansen on LinkedIn Follow Steve MacDonald on LinkedIn

    31 min
  4. The Evolving CMO: Owning Strategy Beyond Demand

    MAR 27

    The Evolving CMO: Owning Strategy Beyond Demand

    Episode #274: Tami Cannizzaro, Chief Marketing Officer at Thryv, explores how the CMO role is expanding beyond demand generation into full growth strategy ownership. She explains how AI is transforming marketing teams, enabling personalization at scale and reshaping organizational structures. Cannizzaro highlights how CMOs must rethink staffing, workflows, and alignment. Her perspective shows how strategic category ownership now defines marketing leadership. “Every single company is a snowflake. You really need to think through that go-to-market strategy, because it informs where you put the wood behind the arrow and where you spend your money. Owning a growth strategy is understanding the category and buyer and helping the business align product capability and revenue go-to-market decisions to become one of the top players.” - Tami Cannizzaro In this conversation, Cannizzaro explains how CMOs are shifting from demand generation leaders to strategic growth owners. She outlines how AI reshapes team structures, enables deeper personalization, and strengthens category-focused go-to-market strategies. The discussion also explores internal alignment, voice-of-the-customer insights, and how marketing leaders can use AI agents to drive measurable business impact across revenue, product, and customer experience functions. Follow Tami Cannizzaro on LinkedIn Follow host Steve MacDonald on LinkedIn

    26 min
  5. Faster Markets, Fragile Loyalty: The CX Wake-Up Call

    MAR 24

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

    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 design model and a growth strategy that every organization, CEO, CS, CXO, CFOs, anybody who's thinking about this should absolutely invest.” - Amita Gudipati In this conversation, Amita outlines how CX leaders can move beyond support functions to become revenue contributors. She explains practical frameworks for scaling customer engagement, connecting feedback to product strategy, and demonstrating ROI to executive leadership. The discussion highlights how structured voice-of-customer programs drive retention, expansion, and long-term growth while balancing automation and meaningful human interaction. Follow Amita Gudipati on LinkedIn Follow host Steve MacDonald on LinkedIn

    31 min
  6. Scaling B2B Growth Without Scaling Headcount

    MAR 24

    Scaling B2B Growth Without Scaling Headcount

    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 one constraint at a time, whether it is customer issues, documentation gaps, or process friction, allows exponential growth over time. When you look back, it is the small improvements each day that drive significant scale.” - Abhijeet Prabhune This conversation explores how leaders can rethink growth by focusing on operational alignment, organizational design, and customer outcomes. Abhijeet shares real examples of scaling customers and revenue without proportional team growth. He outlines how removing constraints, improving processes, and aligning teams around customer impact can unlock sustainable, repeatable performance. The discussion highlights practical ways executives can drive measurable growth using internal optimization. Follow Abhijeet Prabhune on LinkedIn Follow host Steve MacDonald on LinkedIn

    27 min
  7. Trust Epidemic: Why Transparency and Fairness Now Win B2B Growth

    MAR 20

    Trust Epidemic: Why Transparency and Fairness Now Win B2B Growth

    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 throughout the entire journey. “Control is everything when it comes to reducing stress. People want to feel in control of the experience they are going to have. And in order to give customers that control, you need to give them transparency and the information they need to make decisions.” - Imogen Wethered In this conversation, Imogen breaks down how modern buyers judge credibility long before they speak to a company. She explains why transparency must be built into pricing, product design, content, and customer experience, and why authentic, human-centered brands are better positioned to earn trust, reduce doubt, and create stronger long-term growth. Follow Imogen Wethered on LinkedIn Follow host Steve MacDonald on LinkedIn

    28 min
  8. The New Sales Experience Model for Sustainable B2B Growth

    MAR 19

    The New Sales Experience Model for Sustainable B2B Growth

    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 leaders. “When you embed customer experience within your marketing, it shifts strategic priorities and creates a foundation that is scalable and sustains growth. It’s one thing to talk about it, but when you’re very intentional about it, and you align internally, that’s the difference.” - Kamron Kunce This episode explores how modern CMOs redefine their role by connecting marketing to revenue, aligning with sales, and leveraging data to improve customer conversations. Kamron shares practical examples of how internal alignment, AI, and customer insights create measurable growth and stronger business outcomes. Follow Kamron Kunce on LinkedIn Follow Steve MacDonald on LinkedIn

    28 min
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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.

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