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. CMOs and Conversion: Turning Great Pipeline Into Closed-Won

    2D AGO

    CMOs and Conversion: Turning Great Pipeline Into Closed-Won

    Episode #232: Paul Taylor, Chief Marketing Officer and Senior Vice President at SS&C Blue Prism, explains why handoffs break buyer trust and conversion. He describes orchestration across marketing, sales, and success. He urges leadership to set one revenue story. He demonstrates how alignment enhances win rates and reduces churn. “The winners aren't necessarily those that are generating the most leads. They're the ones that are converting the right ones into lasting customers.” - Paul Taylor This episode explores why conversion, not volume, is the ultimate growth differentiator. Paul shares how aligning leadership on a single revenue story transforms business culture, eliminates silos, and strengthens long-term customer relationships. Follow Paul Taylor on LinkedIn Follow Steve MacDonald on LinkedIn

    27 min
  2. Beyond Templates: How Leaders Evolve ABM for Real Results

    4D AGO

    Beyond Templates: How Leaders Evolve ABM for Real Results

    Episode #231: Nicholas Ghitti, Chief Revenue Officer at Native Teams, explains why trust and alignment beat shiny tools. He breaks down living playbooks, voice of the customer, and shared KPIs. He shows how rituals and AI can coexist to drive execution. He closes with a call for leaders to stay close to the front lines. “Most of the right answers in life are boring. We just don't like it to be that way, but rituals and processes go a long way if they're done properly. This is how we can try to overcome challenges and many others in the company.” – Nicholas Ghitti This episode examines how go-to-market leaders can strike a balance between human connection and modern tools. Nicholas explains why alignment, rituals, and customer understanding create durable systems that evolve beyond templates and drive measurable business impact. Follow Nicholas Ghitti on LinkedIn Follow Steve MacDonald on LinkedIn

    31 min
  3. CMOs: Stop Selling Yourself Short on What Really Drives Growth

    5D AGO

    CMOs: Stop Selling Yourself Short on What Really Drives Growth

    Episode #230: Emily Ferdinando, Chief Marketing Officer at Bugcrowd, explains why pipeline quality and progression outclass vanity metrics. She details how non-linear journeys demand broader influence tracking. She demonstrates that regional activities account for a quarter of closed opportunities and closes with ABM activation, shared KPIs, and content mapped to stages. “We're no longer doing things just because that's what marketers are supposed to do. We're doing things that are really going to drive business impact.” — Emily Ferdinando In this episode, Emily breaks down what CMOs must change to align marketing with measurable business outcomes. She shares how redefining attribution, refining ABM activation, and adopting shared sales goals create stronger cross-team accountability and faster revenue growth. Follow Emily Ferdinando on LinkedIn Follow Steve MacDonald on LinkedIn

    32 min
  4. Reinventing ABM for the AI Search Era

    OCT 29

    Reinventing ABM for the AI Search Era

    Episode #229: Rebecca Colwell, SVP of Marketing at Yext, explains why AI search adoption is surging and how it reshapes visibility. She shares research on usage and click behavior. She outlines three strategic shifts for marketers and shows how trust and accurate brand facts drive citations. “If you’re not visible in that first moment, you miss the entire opportunity. The goal isn’t just to rank for a keyword, it’s to be cited and trusted by the model so you appear in the answer.” – Rebecca Colwell Marketers are entering a new era of visibility, where AI-generated answers replace search results. Rebecca shares Yext’s findings on how LLMs are changing buyer journeys and what steps leaders can take to earn trust, measure citations, and ensure brands are visible when AI provides the answer. Follow Rebecca Colwell on LinkedIn  Follow host Steve MacDonald on LinkedIn

    29 min
  5. Adopting an Entrepreneurial Model for Growth

    OCT 22

    Adopting an Entrepreneurial Model for Growth

    Episode #228: David Reid, CTO & CMO at NOV, shares how enterprise leaders grow by combining near-term cashflow discipline with long-horizon innovation. He explains why corporate groups often reject ideas they did not create. He shows how trust and relationships win complex deals. He closes with practical ways to build healthier, higher-performing teams. “The difference between good and bad strategists is that some people understand this concept, or recognize it as a weakness and compensate for it. You’re always doing something that pays us now so that we can do the big stuff later. It’s a split brain that you need.” – David Reid This episode explores how leaders can balance innovation and sustainability by pairing entrepreneurial vision with disciplined execution. David also uncovers why internal ownership and trust-based relationships are essential to turning big ideas into scalable growth. Follow David Reid on LinkedIn Follow host Steve MacDonald on LinkedIn

    29 min
  6. Nailing C-Suite Success Under a PE Playbook

    OCT 21

    Nailing C-Suite Success Under a PE Playbook

    Episode #227: Ray Wizbowski, Chief Marketing Officer at ECI Software Solutions, explains how C-suite leaders succeed under a private equity playbook by aligning to exit economics, mastering unit economics, and balancing growth with profitability while reducing churn and investing in practical AI. “You have to understand your unit economics better than anybody else. You have to understand that for every dollar I spend, I get what in return? CAC payback period becomes a lot more meaningful as you're getting through that hold period, being able to say, ‘Well, our CAC payback period is less than 20 months.’ That's now a good story for the next person who wants to invest in the company.” – Ray Wizbowski Ray highlights how PE timelines shape strategy and day-to-day decisions. He recommends rigorous unit economics, clear CAC payback, and a disciplined approach to the rule of 50. He also details a churn-first retention motion and practical AI that improve marketing, sales operations, and product value, enabling leaders to protect EBITDA while sustaining double-digit growth. Follow Ray Wizbowski on LinkedIn Follow host Steve MacDonald on LinkedIn

    37 min
  7. From Random Acts to Scalable Growth: The $100M Revenue Blueprint

    OCT 16

    From Random Acts to Scalable Growth: The $100M Revenue Blueprint

    Episode #226: Joshua Leatherman explains why many B2B companies stall around 80 to 100 million when a sales-led approach exhausts the easier parts of the market. He shows how to replace random acts of marketing with a scalable go-to-market system that unites demand marketing, sales development, revenue operations, sales, and client success around a shared process and attribution.  “Often, private companies hit an inflection point. Once you reach a certain point, around 80 to 100 million, they start to plateau. Usually, this is because they are sales-led and have not built a scalable go-to-market team that includes demand marketing, sales development, revenue operations, and sales and client success. Companies are focused on sales and need to learn how to build scalable teams.” – Joshua Leatherman Joshua highlights a practical blueprint for moving from activity to outcomes. He identifies the core issue as misalignment and missing revenue operations, then outlines how demand marketing surfaces in-market intent while SDR and client success extend pipeline quality and expansion. The result is a predictable motion that scales beyond the plateau and aligns teams with revenue, attribution, and the voice of the customer. Follow Joshua Leatherman on LinkedIn Follow host Steve MacDonald on LinkedIn

    28 min
  8. From Turbulence to Tenure: Retaining A-Players Through Change

    OCT 15

    From Turbulence to Tenure: Retaining A-Players Through Change

    Episode #225: Naomi Brezi, Chief Revenue Officer at Ruffalo Noel Levitz, explains how to lead through constant transformation without burning out teams or customers. She frames today’s trust recession and shows why credibility must be earned at every touch. Naomi maps a dual-track plan that balances quarterly targets with long-term brand and people investment. She closes with practical ways to protect morale, pipeline, and relationships. “You can't over-communicate when you're leading in times of uncertainty. You have to communicate more and more often, and you have to really make this a practice. This really helps build that trust and honesty.” – Naomi Brez Naomi unpacks the trust recession, dual-track growth, and retaining A-players during reorgs. She shares practical plays like tiered ABM, disciplined ICP focus, transparent town halls, and KPI-aligned accelerators that safeguard culture and pipeline while delivering quarterly results. Follow Naomi Brezi on LinkedIn Follow host Steve MacDonald on LinkedIn

    30 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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