C-Suite Sales & Marketing Perspectives

Episode #222:Stephanie Davis Smith, CMO at The N2 Company, demonstrates how to mitigate channel overwhelm by focusing on areas where execution excels. She explains a six-stage franchise psychology that converts excitement into loyalty. She details budget-efficient content reuse and ROI rigor. She ties it all together with the voice of the customer alignment.“Get down to the people on the ground and talk to them because they always know what they need. Don’t create too many levels where you lose sight of what’s happening on the ground. That’s where the great decisions and ideas come from.” - Stephanie Davis SmithMarketers will learn how Stephanie trims channel sprawl, repurposes content for efficient reach, and uses customer psychology to turn early excitement into lasting advocacy. She shows where to double down, when to pause experiments, and how the voice of the customer aligns teams to measurable outcomes that support revenue and retention.Follow Stephanie Davis Smith on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #221: Amit Shankardass, CMO at VXI Global Solutions, explains why client centricity must guide decisions. He demonstrates how to strike a balance between today’s needs and both near-term and long-term horizons. He explores human biases that block honest listening. He shares practical ways to institutionalize customer voice.“A customer should be the North Star that guides how we begin to think, process, and evaluate.” - Amit ShankardassThis conversation demonstrates how leaders can anchor decisions within the buyer’s frame, mitigate bias when processing feedback, and foster alignment across sales and marketing. Amit outlines habits that scale trust and revenue, from strategic reviews that anticipate tomorrow’s needs to advisory boards that surface hidden opportunities.Follow Amit Shankardass on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #220: Chris Green, Chief Revenue Officer at FreshRealm, explains why process beats outcome chasing in turbulent companies. He shows how accurate and timely communication aligns boards, founders, and teams. Chris connects customer conversations to sharper ICP focus and growth path choices. He closes by emphasizing that relationships are the true compounding asset. “The key is accurate and timely communication of what's happening, what you're thinking, and what you're going to do about it. Today, change is constant and happens at a rapid pace. So, communicate as often as we can and in a meaningful way. It’s the human element of turning a company into a revenue machine.” – Chris GreenChris explains how to cut through chaos by setting precise rhythms, reporting what is happening and what will be done next, and creating space for future-focused customer conversations that sharpen ICP and roadmap choices. He shows leaders how to align boards and founders, rally teams around purpose and relationships, and sustain momentum through frequent, meaningful communication that builds trust and turns scattered effort into a consistent path to revenue across functions and in the face of changing market conditions today.Follow Chris Green on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #219: Jereme Baker, Founder & CEO at Baker Law Group, and Maureen Berkner Boyt, Founder & CEO at C2IQ Inc., share why people are the lifeblood of growth. They detail how culture, values, and incremental improvement keep teams thriving. They also discuss the data and skills behind change resilience. Together, they demonstrate how human connection can become a competitive advantage.“If you want to succeed in business, if you want to grow, if you want to be profitable, you have to center it around the humans.” - Maureen Berkner BoytThis episode explores how culture, values, and resilience to change contribute to sustainable growth. Jereme and Maureen share practical ways to hire for fit, build connections, pace change, and utilize AI to automate routine work, allowing people to focus on higher-value outcomes.Follow Jereme Baker on LinkedInFollow Maureen Berkner Boyt on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #218:Shirin Hameed, CMO at Detroit Engineered Products, explains why trust is the missing link in B2B growth. She shows how post-sale experiences create loyalty. She urges authentic alignment across teams. She shares practical ways to maintain consistent messaging.“It's not the product itself that you're selling, but you are selling a longer relationship with the client. We are enabling mutual success. The more you succeed, the more we grow together.” - Shirin HameedShirin shares why trust after the sale drives real growth. She explains how alignment, feedback loops, and consistent messaging help buyers feel confident in long-term value. You will hear actionable ways to turn post-sale experiences into loyalty, expansion, and measurable revenue impact.Follow Shirin Hameed on LinkedIn Follow host Steve MacDonald on LinkedIn

Episode #217:Aviv Canaani, Chief Revenue Officer at Datarails, breaks down how to engineer a predictable revenue model by treating go-to-market like a factory. He explains the handoffs between marketing, SDRs, AEs, and solution consultants, and why brand trust and creative risk-taking accelerate demand, conversion, and forecasting accuracy.“We generate all the demand and all the leads through marketing. I can actually tell you how much budget we're using in marketing, how many meetings we will be able to generate and become opportunities, and how many will become closed won.” – Aviv CanaaniAviv Canaani highlights a practical model for predictable growth, from budget-to-pipeline math to calendar-level AE focus. He details how brand trust fuels inbound demand, why specialized roles improve velocity, and how paid and organic channels work together to forecast meetings, opportunities, and revenue with confidence.Follow Aviv Canaani on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #216: Tarmo Van Der Goot, Chief Revenue Officer at Frisbii, explains how to reconcile quarterly targets with durable growth. He frames Net Revenue Retention as the North Star that keeps short-term choices tethered to strategy. He details how a unified ICP, tight product partnership, and direct voice-of-customer contact prevent reactive churn. He closes with culture and focus as the foundation for cross-sell at scale."Make sure that your short-term, quarterly goals are aligned with your long-term decision. The way I approach it is making sure that the long-term strategy is my anchor for the short-term decisions.” - Tarmo Van Der GootThis episode examines how a CRO strikes a balance between near-term targets and durable growth by utilizing NRR as a guiding principle, aligning on a single ICP, and translating the voice of the customer into actionable product outcomes. Expect clear examples on cross-sell, operating cadence, and culture so teams can connect daily choices to long-term outcomes.Follow Tarmo Van Der GootFollow host Steve MacDonald on LinkedIn

Episode #215:Cindy White, Chief Marketing Officer at Mitek Systems, traces a global path from B2C brand building to purpose-driven B2B leadership. She explains how advanced AI and biometrics at Mitek safeguard real people and real identities. Her focus is on stopping bots and fraudulent actors before they cause harm. Her personal passions and philanthropy underscore a career centered on using technology for good.“Integration matters in this world of too much information. It's the consistency of message, consistency of approach, and how it's integrated across all the levels in the organization.” – Cindy WhiteCindy highlights how internal alignment and a proper understanding of the customer's voice fuel durable growth. She maps practical steps for making trust repeatable across experiences, reframing ICP beyond demographics, and using customer evidence to guide investments. Her approach centers on one consistent story that teams can execute against to drive ROI.Follow Cindy White on LinkedIn - https://www.linkedin.com/in/cindy-white-2915a613/Follow host Steve MacDonald on LinkedIn - https://www.linkedin.com/in/stevensmacdonald/

Episode #214:Baris Vural, Chief Revenue Officer at Smartlinxs, and Rhiannon Staples, Chief Marketing Officer at ClearCompany, unpack the top growth blockers their peer C-suite leaders face. They connect internal misalignment, weak customer insight, and low trust to stalled revenue and show how ABM, if executed through brand and VoC, solves these gaps. As a result, you can expect practical guidance on aligning teams, refining ICP, and ultimately turning trust into pipeline momentum.“People buy because they trust, and how do you build trust? You build it through your brand and through your voice of customers.” - Rhiannon StaplesBaris and Rhiannon demonstrate how alignment, brand, and customer voice translate into measurable outcomes through ABM. You will learn why ICP must go deeper than firmographics, how regular listening disciplines sharpen priorities, and how trust improves win rates and retention. Expect practical steps, such as utilizing churn and win data, aligning leaders in a single room, and rebalancing spend toward brand and expansion.Follow Baris Vural on LinkedIn Follow Rhiannon Staples on LinkedIn Follow host Steve MacDonald on LinkedIn

Episode #213:Felix Bartels, CMO at Serviceplan Group, discusses how businesses can navigate today’s complexity without losing human connection. He explains why customer trust is the foundation of sustainable growth. Felix emphasizes the crucial role of proactive listening and customer engagement in data-driven strategies. He also shares how building peer communities can create a long-term impact.“The solution to today’s complexity is simple to say but hard to execute. It’s all about the human connection.” – Felix BartelsFelix discusses that leaders face more channels, data, and AI than ever, yet trust still determines growth. He shares why human conversations and listening systems must anchor data strategies, how peer communities reveal real challenges, and why relationship management outperforms transactional outreach. The discussion shows practical ways to simplify complexity through people-first marketing.Follow Felix Bartels on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #212:Simon Hodgkins, Chief Marketing Officer at Vistatec, unpacks why true personalization begins with human insight. It’s not just about using technology, it’s about understanding the people behind the data. He also explains how brands can ensure their messages stay relevant across cultures and languages." Machines talking to machines producing non-personalized or generic content will not tick the box and get you connected on a one-to-one level with the audience. You have to have a human at the control panel." – Simon HodgkinsSimon also warns about the growing danger of “AI slop” and its impact on brand trust. He outlines the data strategies that drive meaningful, personal connections with audiences. Finally, he shares practical ways to merge automation with emotion so every touchpoint feels authentic and truly tailored.Follow Simon Hodgkins on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #211:Dawn Werry, Chief Marketing and Revenue Officer & Partner at Chief Outsiders, and Jamie Gier, Chief Marketing Officer at DexCare, dissect the top challenges B2B C-suite leaders face. They reveal why internal alignment, customer understanding, and balancing short- and long-term goals matter most. They share hard-won insights on building plans to restore trust in selling. Their practical advice equips executives to drive sustainable growth.“Having a trust-building program and seeing and embracing it as an imperative, not just a value that sits on the shelf, is strategic for the organization.” - Jamie GierIn this conversation, Dawn and Jamie share strategies for uniting go-to-market teams, using customer voices to guide messaging, and embedding trust-building into company DNA. Their actionable guidance blends leadership wisdom with real-world examples to help executives navigate today’s trust crisis while driving measurable growth.Follow Dawn Werry on LinkedInFollow Jamie Gier on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #210:Luna Shirley, Chief Revenue Officer at ROI Hunter, and Sanja Gabler, Chief Revenue Officer at Trapets, discuss the most complex growth barriers. They unpack internal alignment, customer obsession, and trust as core levers. They share lessons from long cycles and crowded SaaS markets that turn insights into practical execution.“Once you ensure the general direction is aligned, you are good to go.” - Luna ShirleyThis episode brings two CROs together to unpack alignment, trust, and customer obsession. They contrast clarity of direction with interdepartmental micromanagement, explain how narrative consistency builds buyer confidence, and share practical ways to balance quarterly targets with long-term brand work.Follow Luna Shirley on LinkedInFollow Sanja Gabler on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #208:Efrat Ravid, Chief Marketing Officer at Quantum Metric, and Lina Tonk, Chief Marketing Officer at Recurly, unpack the top three B2B growth challenges from the marketer’s face in today’s market. They reveal why internal alignment, customer voice programs, and balancing short-term versus long-term priorities fall short without trust programs. Their insights guide executives to prioritize honest conversations over generic campaigns.“Show your customer that you are listening and not just for the heck of it. You will be trusted if you're listening to your customers.” - Lina TonkA candid look at what really builds trust today. Lina and Efrat share why intimate customer conversations and adaptive playbooks outperform generic campaigns. They explain how to re-center messaging on human outcomes, align executives around one story, and turn listening into action that customers feel.Follow Efrat Ravid on LinkedInFollow Lina Tonk on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #209:Todd Treml, Chief Executive Officer at Touching Hearts at Home, outlines a 30-year journey leading franchise growth across retail, B2B, B2C, and senior care. He explains franchising as a distribution model for entrepreneurs. He recounts scaling from two stores to 1,200 locations. He shares why home care work delivers dignity and compassion.“Labor is a major challenge, so don't put barriers in place. Be lightning fast in your response to people who want to work for you. Those companies that are prepared to recruit and retain the right way, they're the winners in business.” – Todd TremlTodd Treml highlights why labor is both a constraint and a growth lever. He explains how brand reputation, fast response to applicants, and purposeful work improve conversion and retention. He also shares how culture, training, and targeted technology raise productivity while keeping teams engaged and focused on client experience.Follow Todd Treml on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #207:Courtny Cloeter, Chief Revenue Officer at OneSource Virtual, explains how reframing growth expectations fuels accelerated success. He emphasizes the importance of continually revisiting real customer value, engaging deeply with feedback, and cultivating a culture that welcomes constructive feedback. Courtny shares how using the “so what” test prioritizes high‑impact initiatives. “You have to build a culture within the company and leadership team to embrace challenges, friction, professionalism, and constructiveness, and to foster an attitude that always asks why these things are going to grow the company. Don’t accept that hitting your goal or 15 percent growth year over year is a good thing. Challenge it. Try to be that person you know who hits 50 percent.” - Courtny CloeterCourtny Cloeter underscores that scaling today demands ambitious goals, unmatched customer value, and strong internal collaboration. He argues it’s about reshaping expectations and setting the bar higher than supposed limitations. He also emphasizes the importance of continuous customer engagement and aligned teamwork as the key to industry leadership.Follow Courtny Cloeter on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #206:Julian Kulkarni, Former SVP and CMO at Reapit, CEO at Tangible Consulting, and Senior Adviser at Accel-KKR, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.“Do not forget the importance of human interaction and human trust, both inside your business and outside it, at every level. Continue to nurture it and build upon it. Look yourself in the mirror, ask people what they honestly think of you and your work, take their feedback seriously, and act on it. That’s how you win.” – Julian KulkarnWhen leaders actively build trust within their teams, they create a culture where promises are kept and values are lived daily, not just framed in the boardroom. Julian explains how this internal foundation directly fuels long-term customer relationships and sustainable growth. Trust is not just a soft value. It is a strategic advantage that must be practiced every day.Follow Julian Kulkarni on LinkedInFollow host Steve MacDonald on LinkedI

Episode #205: Lina Lugova, CMO at EPOM, shares her definition of the disruption economy, drawing on Taleb’s concept of antifragility: constant, unpredictable change fueled by geopolitical shifts, AI revolutions, and evolving customer needs. Lina argues that university‑taught playbooks are obsolete and modern leaders need a “goldfish mindset,” letting go of past successes or failures to connect emerging dots early. She also outlines how success now means building resilient, decentralized teams with fast and transparent cross-team communication.“Success today isn’t about perfection, it’s about building trust. The brands and leaders who win are those willing to be genuine. They adapt fast. They lead with empathy, even when everything around them isn’t in flux.” – Lina LugovaLina dives into why the playbooks of yesterday no longer drive results. You’ll learn how to structure cross‑functional teams for decentralized decision‑making, foster transparent communication under pressure, and build a human‑first brand that thrives amid unpredictable change.Follow Lina Lugova on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #204: Jody Guetter, CEO at finmarkIQ, explains why AI‑era marketing must include real people at every stage. She argues that the human-in-the-loop extends beyond data validation to market testing, focus groups, and brand activation. Jody also shows how CMOs must be technologists without forgetting who they serve and outlines how human touch differentiates B2B strategies in an age of automation.“Today’s CMOs must embrace technology and data without neglecting who we do the work for, which are the actual people we serve.” – Jody GuetterIn this in‑depth conversation, Jody examines how B2B CMOs can integrate human‑centered strategies into AI‑driven go‑to‑market plans. Drawing on her pivot from luxury retail to fintech, she outlines how marketers must balance rapid data insights with empathetic market testing, focus groups, and brand activation. Jody shares real‑world examples of how human feedback de‑risks significant investments, accelerates adoption, and strengthens trust in both internal stakeholders and end customers, ultimately driving ROI and sustainable growth.Follow Jody Guetter on LinkedInFollow host Steve MacDonald on LinkedIn

Episode #203: Barbara Toens, Global CMO at Gantrex, explores the often-overlooked impact of pricing on trust and long-term business value. She explains that strategic pricing, when aligned with how customers perceive value, often outperforms a sales volume–driven approach in driving profitability. Rather than relying on traditional cost-based models, Barbara advocates for starting with deep customer insights to set prices that reflect both market expectations and brand positioning."Pricing is one of the key revenue drivers, and probably the most effective. Your price setting also sends a communication message because your price point signals something. It immediately sets an expectation within your audience." - Barbara ToensBarbara also underscores the importance of integrating pricing decisions into a broader, cohesive marketing strategy. Maintaining price integrity, she argues, not only strengthens brand credibility but also builds lasting client relationships. By treating pricing as a trust-building tool rather than a quick-revenue tactic, businesses can develop more resilient growth strategies that withstand market shifts and changing customer demands.Follow Barbara Toens on LinkedIn Follow host Steve MacDonald on LinkedIn