Marketing in Progress

Gayle Kalvert
  • 5.0 (8)
  • Marketing

Marketing in Progress is a spinoff of Work in Progress that digs into what’s moving the needle in B2B. We feature marketing leaders, sales leaders, and agency owners sharing real stories, smart ideas, and no-filter perspectives—so you walk away with practical guidance to help you do your job better.

  1. 2d ago

    The Shortcut: Don't spend more. Spend smarter on event ROI.

    Your event budget isn't the problem. How you spend it might be. In this episode of Marketing in Progress: The Shortcut, Stephanie Worthington, Head of Events and Field Marketing at Upstart, shares practical ways marketing leaders can improve event ROI without asking for a bigger budget. From re-evaluating low-performing events to prioritizing pre-scheduled meetings and measuring what actually matters, these are tactics every event marketer can put into practice. This is Marketing in Progress: The Shortcut. A quick, hyper-focused insight you can put to work today. In This Episode You'll Learn:  How to identify events that aren't delivering enough ROI.Why pre-booking meetings is one of the most effective ways to maximize event success.The event metrics every marketing leader should track to make smarter investment decisions.Highlights: (00:28) Cut back on low-ROI events instead of automatically increasing your budget. (00:57) Why scheduling meetings before the event is critical to event success. (02:05) Track the right metrics to justify future event investments and improve ROI. Resources Mentioned: Stephanie Worthington's LinkedIn: https://www.linkedin.com/in/stephanieworthington/ Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle's website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  2. 4d ago

    The Shortcut: The 3 things that actually work in partner marketing

    When partner marketing works, it scales your brand faster than any single campaign could. Lucy Greenaway, Global Channel Marketing Director at XM Cyber and CRN Women and Diversity in Channel Awards finalist, shares the three non-negotiable tactics every partner marketer needs in their playbook. This is Marketing in Progress: The shortcut giving you a quick, hyper-focused insight you can put to work today.  In This Episode You'll Learn:  •  Why a joint value proposition is the foundation of every successful partner campaign. •  How to create always-on enablement content that partners actually use. •  Why nailing follow-up before committing to an activity is the biggest ROI lever. Highlights: (00:00) The three things that work in partner marketing (01:30) Always-on enablement vs. the 500-page newsletter (02:45) Follow-up as the overlooked step (03:15) Consistency beats flash every time Resources: Lucy’s LinkedIn: https://www.linkedin.com/in/lucy-greenaway-963253126/ Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  3. Jul 22

    The Best CMOs Don't Have All The Answers. They Ask Better Questions.

    Marketing leaders are expected to deliver growth, align with sales, lead high-performing teams, and adapt to constant change. But where do you start? In this episode of Marketing in Progress, Gayle Kalvert sits down with Michelle Randall, CMO at Onspring, to discuss the leadership habits, customer-first mindset, and practical strategies that have shaped her career—and why the best marketing leaders spend more time listening, and asking questions, than talking. In This Episode You'll Learn:  Why every new CMO should interview 30 customers in their first 30 daysHow to build stronger alignment between marketing and salesThe difference between managing people and leading themLeadership practices that help teams grow and performHow to use AI thoughtfully without losing the human touchHighlights: 00:00 The legacy Michelle hopes to leave through mentorship01:59 The "30 Customers in 30 Days" CMO playbook05:55 Demand generation and sales alignment11:37 Leadership lessons for building stronger teams16:57 Mentorship, AI, and the future of marketing leadershipResources Mentioned: Michelle Randall on LinkedInOnspringShe Leads TechMarketing in Progress Community🎧 Enjoyed the conversation? Follow Marketing in Progress on Apple Podcasts, Spotify, and YouTube for more practical conversations with today's marketing leaders. Join the discussion and stay connected by following us on LinkedIn, and share this episode with someone who'd benefit from it.

  4. May 20

    Inside the CMO hiring process with Kate Bullis

    The CMO hiring process has changed.  Boards and CEOs aren’t just looking for marketing operators anymore; they want leaders who can drive transformation and business growth. Kate Bullis, Global Marketing Practice Leader and Managing Director at ZRG Partners, shares what boards, CEOs, and recruiters are looking for in modern marketing leaders — and why many highly experienced candidates still struggle to stand out. In this episode, you'll learn: How CMO expectations have changed in recent yearsWhat CEOs mean when they say they want “innovation.”Why personal brand matters more than most executives realizeHighlights: (00:00) Meet Kate Bullis, executive recruiter for CMOs  (02:55) What recruiters and CEOs actually look for when hiring a CMO  (06:41) Do you need AI experience to land a CMO role?  (12:48)How to identify your leadership superpower as a marketer  (19:03) How executive recruiters source and evaluate CMO candidates  (23:17) The personal brand exercise every aspiring CMO should do Resources: Kate's LinkedIn: https://www.linkedin.com/in/katebullis/ Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

  5. May 13

    Proving Event ROI with Stephanie Worthington

    Your events aren’t failing. They’re just being evaluated the wrong way. Stephanie Worthington, Head of Events and Field Marketing at Upstart, has spent 30+ years turning trade shows into revenue drivers, not money pits. She breaks down the framework that actually makes an event program work – from how to decide which shows are worth the spend to why traditional ROI metrics miss the real impact.  If your events look “fine” on paper but still feel hard to justify, this is the conversation you’ve been missing. In this episode, you'll learn: How to tell if an event is actually worth your budget before you commitWhy event leads stall after the show (and what to do about it)What actually improves event ROI beyond cutting spend or chasing more leadsHighlights:  (00:00) Meet Stephanie Worthington  (01:58) The three-lens framework for prioritizing events  (07:41) Where event teams waste the most money  (10:57) Why event ROI is so hard to prove  (15:14) Making events part of a full-funnel strategy  (20:28) Improving ROI without increasing budget  (22:43) How Stephanie is using AI in her event workflow Resources: Stephanie's LinkedIn: https://www.linkedin.com/in/stephanieworthington/ Club ITCHI: https://www.clubitchi.com/ Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

  6. May 6

    Marketing in Progress | The Conversations B2B Marketers Actually Need

    B2B marketers are asked to do the impossible every single day. Be data-driven, but not too data-driven. Build pipeline, but also build brand. Prove ROI on a broken attribution model. Never miss a trend. Never need more headcount. And whatever you do — don't let them see you scrambling. We see you. And we made something for you. Marketing in Progress is a podcast where B2B marketers talk to B2B marketers — honestly, specifically, and without the polished-conference-talk version of the truth. Real practitioners. Real problems. Real conversations. New episodes dropping now. Link in comments.

  7. Apr 29

    Selling AI to the skeptics with Heidi Malden

    Not long ago, companies resisted adopting analytics. Now it’s table stakes. AI is next, but we’re still in the messy middle. So how do you market when your audience isn’t fully ready yet? Heidi Malden, Head of Americas Marketing at Pigment, gets real about what it takes to market an AI-driven company when your buyers are at very different stages of adoption. Heidi shares how she's building pipeline, stretching budgets, and keeping up with a market that changes every single month.  In this episode, you'll learn: How to position AI without overwhelming or alienating your audienceThe shift from SEO to AI-driven discovery (GEO)Where to spend your time and budget as AI changes everythingHighlights: (00:00) Meet Heidi Malden (04:52) Tailor your messaging for each persona (07:21) Adopt AI or get left behind (11:20) Brand awareness comes from GEO, not SEO (16:17) Keep a lean but efficient tech stack (21:06) Why relationships still close deals Resources: Heidi's LinkedIn: https://www.linkedin.com/in/heidimalden Pigment website: https://www.pigment.com Letter AI website: https://www.letter.ai Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

  8. Apr 22

    Why most AI outreach falls flat with Tal Peretz

    Most B2B marketing teams are sitting on untapped data. The ones winning deals are actually using it. Tal Peretz, Co-Founder & CEO of Onfire AI, shares why generic AI outreach is failing marketers and what a smarter, data-first GTM strategy looks like. Tal breaks down the myths around AI adoption and how contextual intelligence is becoming the real differentiator in B2B. In this episode, you'll learn: Why technical buyers' public communities are your most underused data sourceHow to turn buying signals into context that earns a responseHow to train your AI outreach the way you'd train a new hire Highlights: (00:00) Meet Tal Peretz (02:40) Why AI made outreach harder, not easier (04:12) Mistakes in targeting technical buyers (10:31) Scaling AI outreach without losing data trust (14:19) The three levels of AI maturity (17:19) What Tal looks for when hiring in the AI era Resources: Tal’s LinkedIn: https://www.linkedin.com/in/tal-peretz Onfire AI website: https://onfire.ai Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

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Ratings & Reviews

5
out of 5
8 Ratings

About

Marketing in Progress is a spinoff of Work in Progress that digs into what’s moving the needle in B2B. We feature marketing leaders, sales leaders, and agency owners sharing real stories, smart ideas, and no-filter perspectives—so you walk away with practical guidance to help you do your job better.

Information

  • Creator
    Gayle Kalvert
  • Years Active
    2025 - 2026
  • Episodes
    38
  • Rating
    Clean
  • Copyright
    © 2026 Marketing in Progress
  • Show Website
    Marketing in Progress