The PeerSignal Podcast

This podcast is sponsored by Keyplay. Check out their new AI Agents for ICP Targeting. You can use them to answer any question about every account in your market and find ICP accounts that your competitors are missing.If you're a marketing leader, you should be studying Kyle Lacy's career. * Pioneered content marketing in B2B at ExactTarget (acq. for $2.5B by Salesforce)* Scaled Lessonly's marketing team from 7-80 people. * Drove 20X revenue growth with marketing consistently sourcing 70%+ of revenue.* Now CMO at a publicly traded company (Docebo, $1.1B market cap)* And most importantly. When most CMOs last <18months, he hasn't been fired once. He came on my podcast and shared the lessons he wish he'd learned at the start of his 17 year career. We covered:* Why ABM doesn't work (and how to fix it) * Sales, marketing & CFO alignment advice that isn't "just have a weekly pipeline meeting". * Elevating marketing to a strategic partner, not an order taker.* 'Surpsise and Delight' in practice. * How he builds 'high horspower' marketing teams. * How he got to CMO before 35. * Pipeline modeling for dummies (and smarties).* Avoiding burnout as a leader and a dad. and more. My favorite takeaways: 1️⃣ Why ABM Doesn't Work (and How to Fix It) ABM fails because marketers overcomplicate it with technology and processes. Kyle's Fix: * Start small with 20 accounts, not 5,000. Get sales leadership involved in account selection from day one ("don't come with the answer, ask the question"). * Build a test with clear success metrics ($15-20 of pipeline per dollar spent), prove it works, then scale. * Focus on helping AEs hit quota capacity, not just generating stage one pipeline. Use a combination of air cover (ads, content) and human outreach (BDRs, AEs doing prospecting). 2️⃣ How to Get Sales, Marketing & CFO Alignment The CFO sees sales and marketing as one line item against blended CAC. When they have $100K to spend, it should be a joint conversation between sales and marketing leaders about where that money goes - not a fight for separate budgets & who gets credit. So, as a marketing leader, you should know how AEs are doing, where pipeline stands, and what the sales forecast looks like. Misalignment shows up when marketing celebrates brand campaigns while missing bookings targets. 3️⃣ 30% Rule to Balance Brand & Demand It's easy to get sucked into predictable demand investments. Especially with pressure from above. But this hurts you in the long term. Kyle always makes sure to allocate at least 30% of his spend to creative, illogical bets that won't have clear ROI. Surprise & delight direct mail is a great place for this spend to go. 4️⃣ Building High Horsepower Marketing Teams Kyle doesn't choose between doers and managers on his teams; he looks for both. High-horsepower practitioners who can set a sharp strategy and are excited to execute. You'll get better results, and it'll be more fun.Thanks so much for listening!Have any guests you’d like me to interview for future episodes?Let me know, I read all the replies :) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

“Sales is hard again… Good.” That’s what Josh Allen (ex-CRO of Drift, Owl Labs, VP Sales CarGurus) told me on this week's episode of the PeerSignal podcast. We talked about what WON’T change in GTM. His sales fundamentals and insights learned from 20+ years as one of the best CROs in the industry, and how he's applying them as CRO at Quickbase.What we covered:* His "sales math" framework for predictable revenue growth.* The outbound that actually works (still).* How to build a culture where salespeople control their own destiny.* The special trait to look for in the very best reps.* Why sales enablement leaders MUST have carried a quota.* How running ultra-marathons shapes his leadership approach.We covered a lot of the "simple but not easy" practices that separate the best sales leaders from the rest. 1️⃣ Sales MathJosh shared his "Sales Math" framework. Proving, with real data, how a rep will hit their number should be every CRO's #1 goal. Proof begets belief which begets results. Without it, reps don't put in full effort because they never believed they could hit their number in the first place. This is how Josh gets more out of every rep and builds a culture of real accountability. 2️⃣ CarGurus $900M ICP FrameworkJosh shared how the best teams map TAM, SAM, & ICP. We talked about what good looks like. How, at CarGurus their ICP was so clear "that we never even had to talk about it" and how that clarity propelled them from $198m to $454m in revenue in the 2 years he was there.3️⃣ Intensity + Focus = Outbound Success (this still works)Josh shared his playbook for building an outbound culture that actually drives results; intensity & focus. Focus, on the right plays to the right accounts, and intensity in how they execute those plays.4️⃣ How to win when "Sales is hard again""There's a group of sales people who leave the workforce in technology and never come back." Sales is hard again. Josh has been through hard times before and shared how he responds quickly and decisively. From how he builds teams who actually enjoy, and thrive, in this new environment, to how he re-works revenue forecasts to reflect the new reality.This episode was one of my favorites. It's one I'll continue to come back to as the work evolves.What did you think? Would love any feedback or guest ideas! Just reply to this email, I read them all. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

This podcast is sponsored by Keyplay. Check out their new AI Agents for ICP Targeting. You can use them to answer any question about every account in your market and find ICP accounts that your competitors are missing. Heidi Bullock has been the CMO of Tealium for the last 5+ years (Engagio & Marketo before that). She's widely regarded as one of the top CMOs in SaaS. I wanted to learn how she got to be so good, and what GTM Excellence looks like on the inside for Tealium.That’s what we cover in today’s episode of the PeerSignal Podcast.What you'll learn in our conversation:* The three non-negotiable fundamentals of effective ABM.* Why Tealium focuses on regulated industries despite initial success elsewhere.* Why your ICP strategy is probably wrong (and how to fix it).* How to get "story-audience fit" and why it matters more than most tactics.* How AI is transforming her marketing operations.* Her daily mantra for maintaining calm in high-pressure marketing roles.My take-aways from our talk:1️⃣ Story-audience fit trumps storytellingEven brilliant stories fail when they don't resonate with your specific audience. Heidi tests every narrative with actual buyers, not just colleagues who'll praise anything. This is why many B2B brands invest heavily in storytelling but still sound generic - they create stories they love rather than stories their customers connect with.2️⃣ ABM requires the entire revenue teamThe reason ABM is hard is the same reason it works - it requires true alignment across marketing, sales, and customer success. Everyone needs to understand what you're trying to do and their role in the game. Heidi some resources that helps operationalize this.3️⃣ Make your customer the heroAt Marketo, they realized marketers weren't seen as revenue drivers. Instead of being "just another marketing automation tool" they built a movement where they elevated the entire job. The best B2B brands don't just solve problems - they tap into emotion and identity. They make customers feel seen, understood, and empowered. They make them a hero. 4️⃣ Win credibility with ICPHeidi shared how strategic she is about ICP. Looking deep at retention by segment and bringing that data forward into their ICP Modeling & Account Selection. This is foundational to her results, but also her success in the board room. Every modern CMO should be proving ICP with value & business metrics first, and marketing metrics second.Thanks so much for listening! Have any guests you’d like me to interview for future episodes? Let me know, I read all the replies :) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

Going upmarket is always attractive, but never easy.Jeff Wharton is doing it right.He walked me through his approach, moving from 100% inbound to landing logos like 7-eleven, MGM, Cisco, and Shake Shack.This interview is a perfect ICP Marketing story.Jeff went deep on the specific challenges LogRocket faced in their trek upmarket and how he overcame them (with lots of details). What you'll learn in our conversation:* How he turned a failed 'donut campaign' into a machine that consistently penetrates 25% of target accounts.* Why they treat their SDR engine as a "product with modules".* The art of knowing when to abandon vs. optimize marketing tactics.* How they use AI throughout their GTM.* Why they strive to be "data-guided" not "data-driven" marketers.* How to use true value delivery as a way to differentiate your GTM.Oh, and the surprising importance of phonetic pronunciation guides in enterprise outreach.My takeaways from our talk:1️⃣ "Treat your go-to-market motion as a product"Jeff approaches his enterprise SDR engine as "a product that we're building in the marketing team." Each growth initiative is focused and accountable to specific metrics within the system. There are so many breakthroughs us marketers can steal from product people. This is one of them.2️⃣ "Know when to kill vs. optimize"We all struggle with knowing when to pivot vs. persevere. Jeff shared a helpful frame: "Was the original idea a flyer, or did we think about it from a very nuanced perspective?" and "Do we have at least one anecdotal proof point?" if we do, sometimes one more crank of the wheel is all it takes to get it to work. If not, we need to be "unemotional about stopping things."3️⃣ Enterprise and PLG isn't "or" it's "and""If you build a product that is intuitive enough that credit card swipe customers can continue to use it really well and find value, it's gonna be easy for enterprise customers to use too." It doesn't need to be PLG or enterprise. These motions can be mutually beneficial. 4️⃣ It's not the channels, it's youFor all the talk about dead channels, it was good to hear what's working for Jeff. Specifically, LinkedIn Ads. He shared how they segment, retarget, and bid intelligently. For anyone, it's a good reminder that it might not be the channel that's broken; it's the way you're executing inside of it. This episode is the third of my new PeerSignal podcast series where I'm interviewing go-to-market leaders on what works and the principles behind them. Full Interview:https://www.peersignal.org/podcastWould love to hear from you!What did you think of this episode? Who do you want to learn from? What else do you want us to dive deep on?Reply to this email, I read every one :) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

TalkDesk ($10B+), Gong ($7.25B+), and Cresta ($1.6B+) had a secret weapon.Russell Banzon.As CMO at Cresta (an AI unicorn), he's building an enterprise marketing machine that's powering incredible growth in a competitive market. And it’s built on a foundation of learnings he acquired at some of the most effective marketing organizations in tech.He shared this ‘unicorn-building GTM playbook’ with me on episode 2 of our PeerSignal Podcast. What you'll learn in our conversation:* How they close 7 figure deals by getting Fortune 500 executives to eat helium-filled sugar balloons.* Why they 3.5Xd their SDR team (and enterprise sales is NOT dead).* How and why to avoid "The PLG Trap".* When to say no as a marketing leader.* How to differentiate AI with real value.* The "Bullseye" framework for account selection.My takeaways from our talk:1️⃣ Your brand is built on customer outcomesDifferentiation isn't about features anymore - it's about proof. "Anyone can build a demo in a couple days. Getting it into production at enterprise scale is really freaking hard." Let your customers' results speak for themselves.2️⃣ Wining and dining still worksWining and dining works, but you have to go all-in. Courtside seats to watch Luka return to Dallas. Private dinner at a michelin restaurant. These are the experiences that earn you enterprise relationships. "I've never seen senior executives like this in 25 years." That's what Russells CEO told him at one of the dinners, and it was the moment Russell knew it was working.3️⃣ Follow value not hypeWhen deciding who to target, focus and maximize the center of your bullseye-- where you deliver the most true value for customers. This is how you deliver real business value, and earn executive credibility as a marketing leader.4️⃣ Raving fans are your best marketers"Our number one operating principle at Gong was to create raving fans." Russell's teams don't just deliver software - they get customers promoted because of their products. When customers become evangelists, everything gets easier.Full Interview: https://www.peersignal.org/podcastWould love to hear from you!What did you think of this episode? Who do you want to learn from? What else do you want us to dive deep on?Reply to this email, I read every one :) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

Elissa Fink is the former CMO of Tableau, where she led the company from roughly $5 million to over $1 billion in ARR. After a storied career building one of the most beloved brands in B2B software, Elissa now sits on multiple boards and advises CMOs on how to combine brand and demand into unstoppable growth. In this episode, she joins host Adam Schoenfeld to unpack lessons learned on everything from marketing’s role in the boardroom to preventing small “trash can fires” from turning into full-blown “house fires.”What You’ll LearnHow to communicate with the board so they truly understand marketing’s impact (without bogging them down in every funnel detail)Why brand and demand go hand-in-hand—and how every “demand touch” is also a “brand touch”The difference between good CMOs and great CMOs (hint: it’s all about curiosity, adaptability, and team empowerment)Actionable tips for preventing small issues from becoming big crises, including Elissa’s “trash can fires” frameworkHow to maintain brand authenticity at scale and avoid “best-kept secret” syndromeElissa’s biggest ‘How to Fail as a CMO’ pitfalls and the importance of aligning with sales for overall company successIn This Episode, We Cover(00:00) – Intro and warm-up• Elissa and Adam settle in, adjust cameras, and talk dogs, kids, and music before kicking off(04:02) – The official start: Brand vs. Demand• Why every demand initiative also affects your brand and how to keep messaging consistent(07:00) – Marketing’s seat at the board table• How boards think about marketing, what they really care about, and how to show competence(14:00) – Good vs. Great CMOs• Why a fixed playbook can fail and how curiosity unlocks better problem-solving(20:00) – Storytelling that resonates in the boardroom• Turning data into powerful customer narratives that remind stakeholders why they invested(28:00) – “Pipeline is permission”• Ensuring your demand efforts drive real revenue, giving you freedom to invest in brand(34:00) – How to fail as a CMO• Elissa’s tongue-in-cheek “chapters” on what not to do—from refusing to delegate to playing politics(39:00) – Trash can fires vs. house fires• Identifying small problems early so they don’t become organizational crises(45:00) – Brand authenticity at scale• Examples from Apple, Snowflake, and HubSpot on consistent messaging and mission-led marketing(53:00) – Maintaining a clear head under stress• Elissa’s personal strategies for staying grounded and action-focused when chaos hits(58:00) – Other marketing leaders to watch• Elissa’s shoutouts to top CMOs—what makes them excel and where to learn from them(01:03:00) – Wrap-up and final thoughts• How to get in touch with Elissa, her perspective on lifelong learning, and parting adviceEnjoy this conversation with a legendary B2B marketer who helped build an iconic brand and continues to inspire the next generation of CMOs. If you’d like to connect with Elissa Fink, find her on LinkedIn or email her directly at elissa@elissafink.com. And if you have questions, comments, or want to share your own marketing stories, reach out to Adam Schoenfeld any time. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

Introducing the PeerSignal Podcast with Adam SchoenfeldWe all know what bad looks like in B2B.Spray and pray, turn and burn, growth at all costs. Vendor-centric mindset drives buyer-second behavior.For the last decade, eager SaaS buyers have tolerated mediocre sales & marketing.We're now seeing a return to rigor. As buyer rigor returns, great products with “good enough” sales & marketing will no longer thrive.Winning now requires GTM excellence.GTM excellence is not a "new way" tactic, channel, or motion. It's not a platform that you need to buy. There’s no silver bullet. It's a pursuit.This show documents the stories, learnings, and insights from operators deep in this pursuit who we can all learn from.Welcome to The PeerSignal Podcast with Adam Schoenfeld. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org