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. How CROs Regain Line-of-Sight to Real Customer Value

    HÁ 3 DIAS

    How CROs Regain Line-of-Sight to Real Customer Value

    Episode #236: Mark Flanagan, Chief Revenue Officer at LOGEX, explains why customer value must anchor every decision a revenue team makes. He highlights how rigid sales processes create friction that erodes trust early in the buyer experience. He explores why buyers arrive more informed than ever and how CROs must adapt to remain credible. “Your margin for success comes from how buyers experience every interaction and whether they feel understood at each stage.” – Mark Flanagan In this episode, Mark examines how CROs can reduce friction in the buyer's journey, rebuild trust in a skeptical market, and create systems that keep revenue teams aligned with real customer needs. He highlights why organizations succeed when customer proximity becomes a regular practice, not just an aspiration. Follow Mark Flanagan on LinkedIn  Follow Steve MacDonald on LinkedIn

    27min
  2. Turning B2B’s Trust Gap Into Growth

    HÁ 4 DIAS

    Turning B2B’s Trust Gap Into Growth

    Episode #235: Mark Humphreys, Chief Marketing Officer at Trasna, examines how trust has become the defining currency of growth in B2B relationships. He explains that every partnership, purchase, and brand reputation depends on credibility built through consistent, authentic communication. He also shares how deep customer understanding and one-to-one relationships drive loyalty and long-term success.  “Trust is paramount. Everything is built on trust. If there's no trust, then there's no relationship. In the B2B world, people want to be able to trust you more than anything.” – Mark Humphreys In this episode, Mark outlines why companies must elevate the “voice of the customer” from a one-off activity to a continuous, embedded practice. Drawing on his global experience integrating multiple brands and leading enterprise transformations, he reveals how listening systems, disciplined strategy, and saying “no” to distractions enable brands to bridge the trust gap and turn credibility into sustainable growth. Follow Mark Humphreys on LinkedIn Follow Steve MacDonald on LinkedIn

    29min
  3. Orchestrating Growth: Mastering the CMO Balancing Act

    HÁ 5 DIAS

    Orchestrating Growth: Mastering the CMO Balancing Act

    Episode #234: Joni Helminen, Chief Marketing Officer at Barona, explores how CMOs can orchestrate growth by mastering the constant balancing act between short-term results and long-term brand building. Speaking from his experience leading marketing for one of Finland’s largest staffing and recruitment companies, Joni explains why alignment, trust, and creative courage are the cornerstones of sustainable success.  “We need to align only on what’s important at any given time, talking to stakeholders internally and figuring out the current balance in business, and then we adjust and support.” – Joni Helminen In this episode, Joni highlights how internal misalignment weakens business impact, how CMOs can earn credibility by speaking the language of sales and finance, and why balance across B2B and B2C efforts drives measurable results. Through practical insights and a data-driven perspective, Joni shows how alignment transforms marketing from a cost center into a growth engine. Follow Joni Helminen on LinkedIn Follow Steve MacDonald on LinkedIn

    28min
  4. Transform GTM by Solving the Right Customer Problems

    HÁ 6 DIAS

    Transform GTM by Solving the Right Customer Problems

    Episode #233: Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion. “Obsess about the strategic big problem that you solve for your customers, and get in alignment about why you do that uniquely, how you do that uniquely, and why it matters.” – Ken Rutsky In this conversation, Ken unpacks practical ways to listen and lead, replace feature talk with problem-led storytelling, and say no to off-ICP deals. He shows how a shared problem thesis unites marketing, sales, and product, and how simplifying the buying experience turns alignment into measurable revenue impact. Follow Ken Rutsky on LinkedIn Follow Steve MacDonald on LinkedIn

    29min
  5. CMOs and Conversion: Turning Great Pipeline Into Closed-Won

    6 DE NOV.

    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

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

    4 DE NOV.

    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

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

    3 DE NOV.

    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

    32min
  8. Reinventing ABM for the AI Search Era

    29 DE OUT.

    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

    29min
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Sobre

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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