Revenue Rebels by DemandLab

It’s not often that we have both marketing and sales roles on one show. This month, we do! Steve Ross and Kelly Justice lead sales and marketing, respectively, at Outreach, the leading enterprise-ready sales engagement platform that accelerates revenue growth by optimizing every interaction throughout the customer lifecycle. This month on Revenue Rebels, host Rhoan Morgan sits down with our guests to get both the marketing and sales perspective as it relates to alignment, reporting, attribution, and more.

This month on Revenue Rebels, we're switching things up with Rhoan in the interviewee seat. In a recent interview with Glenn Gaudet on the AMP Up Your Digital Marketing podcast, Rhoan discusses all things marketing-led CX. From what CX is, how B2B and B2C CX are different, to how marketing can influence organization-wide CX efforts. If you're interested in learning more about marketing-led customer experience (MLCX), visit DemandLab's MLCX resource center. And if you enjoyed listening to this show, check out more episodes of the AMP Up Your Digital Marketing podcast.

In many ways, CX and Marketing are the key parts of the business tasked with thinking about the future of the business, and in particular, customer needs. Businesses that closely align these two functional areas can have a greater impact on the customer experience, and essentially a better business outcome. This month on Revenue Rebels, join us as Rhoan Morgan sits down with Stuart Gilchriest, Director of Customer Experience and CCX at Hertz to explore:Who owns CX and where it should live within an organizationThe role data plays in a successful CX strategyTips B2B can take from B2C CX

Being adaptable and relevant in today's market requires a powerful marketing strategy and incorporating video is a great place to begin. In this episode of Revenue Rebels, host Rhoan Morgan is joined by CEO of 522 Productions, Alisa Vossen to discuss how to effectively leverage video marketing. Alisa shares her team's latest "rebel act," how video improves the customer experience, and how to measure success and ROI.

There are two pillars of marketing: success and engagement. Success is typically measured by revenue growth and business goal attainment. Engagement is focused on building relationships with your audience, proving value, and establishing lasting connections. This month’s guest, Joe Folan, shares how marketers can pivot from being selling-centered to relationship-centered to drive success.

This month's Revenue Rebel joining the podcast is Shannon Dougall, Head of Marketing at DevFacto and she's giving listeners insights on revenue marketing, organizational alignment, and more. Listen in as Shannon shares:How she defines revenue marketingWhy organizational alignment to customer experience is keyBarriers to companies becoming revenue-centered and focusedThe tools and tech marketers should have in their toolkit to lead this transformationTo learn from more Revenue Rebels like Shannon Dougall, listen to previous episodes here.

Jeanne Bliss is a leadership and customer experience strategic advisor and keynote speaker who helps the worlds' most beloved companies become unforgettable; earning growth and admiration through their elevated business practices and the humanity of their people.In this episode, Jeanne shares how true customer experience transformation can and should lead to companies and brands becoming unforgettable.

Brand invincibility isn’t something that happens instantaneously. It takes a culture that values crisis management on which this month’s guest is an expert. Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. She sits down with host Rhoan Morgan, to discuss how companies can build an invincible brand that can withstand crises in all forms.About Our GuestAuthor of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted speaker, commentator, and advisor to some of today's leading organizations faced with the greatest risks.

This month’s guest helped create a new category of marketing – Tactile Marketing Automation (TMA) – and is helping marketers learn how to leverage this marketing tactic to engage with customers and prospects on a personalized level while overcoming digital clutter. Join us as Rhoan Morgan talks with Marne Reed, Chief Evangelist, VP Strategic Alliances at PFL.com about direct mail, personas, and more.About Our GuestMarne Reed is the Chief Evangelist and a 17-year veteran at PFL. She is an authentic business leader tasked with guiding PFL’s expansion into enterprise software solutions, which includes the creation of a new category called Tactile Marketing Automation (TMA). Not afraid of a good business or personal challenge including raising her 4 boys without the loss of any major body parts. She is passionate about a fine glass of wine and relaxing with her chickens.

We consider today’s guest a true rule breaker! Randy Frisch, CMO and Co-Founder of Uberflip, joins the Revenue Rebels podcast to share how marketers can evolve their thinking around content marketing and content experience.Host, Rhoan Morgan sits down with Frisch to discuss:Why marketing leaders must prioritize content experiencesWhat a successful content experience looks likeHow marketers can overcome the biggest roadblocks to crafting exceptional experiencesP.S. We do drop an F-bomb or two in today’s episode, so turn the volume down or use headphones if you’re around children or in the office.About Our GuestRandy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. He is also a host of Conex: The Content Experience Show podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Lauren Weiner, Executive Director, Marketing at IHS Markit has been through four acquisitions in her career and has some tips, insights, and word of wisdom for marketers. In this episode of Revenue Rebels, we explore what happens in the first hectic months after acquisition and how marketing can smooth the transition. Host Rhoan Morgan and Lauren Weiner discuss:How marketing should prepare for an acquisitionHow to pivot and adjust the brand on the flyCollaborating with the right business teamsIntegrating marketing technology across businessesOvercoming challenges to achieve successAbout Our GuestLauren drives marketing and strategic planning efforts for IHS Markit’s Private Markets and Corporate businesses on a global scale. She is also responsible for enhancing client relationships through network affecting experiences and ensuring that client-facing sales and service professionals are able to communicate and deliver the unique value that IHS Markit’s products and services bring to clients and business partners. Lauren joined IHS Markit through the acquisition of Ipreo in July of 2018. Prior to Ipreo’s acquisition of iLEVEL, Lauren held the role of iLEVEL’s Head of Marketing. As a leader with nearly 15 years of experience, Lauren has a well-rounded marketing background in both B2B and B2C.

Is marketing & sales alignment achievable? There is no question how critical alignment between your marketing and sales team is. But, is alignment achievable? At Lola.com, it certainly is.Jeanne Hopkins, CMO and Ryan Ball, VP of Sales join the podcast this month to share how their collaboration and alignment impacts business growth and revenue. Listen to this episode to uncover the root causes of misalignment and gain tips for achieving alignment within your own company.About Our GuestJeanne Hopkins, CMOAs Chief Marketing Officer at Lola.com, Jeanne Hopkins leads both the company’s marketing organization, building a metrics-based powerhouse to fuel demand as well as its customer success organization, ensuring a great Lola customer experience.Jeanne hosts Lola.com’s Table Fries podcast which introduces listeners to the diverse group of Lola.com women.Ryan Ball, VP of SalesAs the Vice President of Sales, Ryan is responsible for driving the organization towards its broader revenue goals by establishing the strategy, targets, onboarding, training, and career growth of the sales team.Ryan hosts the Road Warrior Radio podcast where he shares stories and tips for and from frequent business travelers.

In last month’s episode of the Revenue Rebels podcast, Rhoan Morgan sat down with Kristy DelMuto who shared her journey leading a content marketing effort that boosted drastic results for private equity firm, LLR Partners – like a triple-digit increase in engagement. In part two, DelMuto shifts the discussion from strategy to execution to provide listeners with specific tactics their companies can implement to elevate their content marketing. Listen to the full show to learn:How to create content that excites top-level executivesHow to effectively engage your entire team in your content effortsWhy data is key to content successAbout Our GuestKristy DelMuto, VP of Strategic Marketing, LLR PartnersAs the leader of LLR’s strategic marketing, Kristy works to codify why growth happens and help business owners access the capital, insights, and resources they need to scale. She translates actionable growth advice from LLR’s portfolio companies, network of senior operators and team into digital and live content, creating opportunities for best practice sharing among business leaders.Kristy also manages LLR’s brand, marketing, public relations, and social media presence, enabling intermediaries to stay informed on the firm’s investment focus and helping executives determine if LLR is the right partner to support their company’s growth.

How did a middle-market private equity firm manage to differentiate itself in an overly crowded and competitive market while attracting a wider audience and driving revenue? By leveraging content marketing and developing high-quality thought leadership.In this episode of Revenue Rebels with Rhoan Morgan, Kristy DelMuto, VP of Strategic Marketing at LLR Partners shares how she has helped to elevate the firm’s content marketing initiatives while boosting results like a 195% increase in engagement, 18% month over month site conversions, and a 62% in social reach.About Our GuestKristy DelMuto, VP of Strategic Marketing, LLR PartnersAs the leader of LLR’s strategic marketing, Kristy works to codify why growth happens and help business owners access the capital, insights, and resources they need to scale. She translates actionable growth advice from LLR’s portfolio companies, network of senior operators and team into digital and live content, creating opportunities for best practice sharing among business leaders.Kristy also manages LLR’s brand, marketing, public relations, and social media presence, enabling intermediaries to stay informed on the firm’s investment focus and helping executives determine if LLR is the right partner to support their company’s growth.

Digital transformation is an organization-wide effort, but it starts with the leadership of marketing. From vision creation to team empowerment, CMOs and marketing leaders are poised to drive transformation within their organizations but not all are well-versed in how to approach this transformation.This month on Revenue Rebels, Rhoan Morgan sits down with colleague Eric Hollebone, Chief Marketing Technologist and VP Marketing at DemandLab to motivate and empower marketing leaders to lead digital transformation from within. Listen as they discuss:Why marketing is the ideal candidate to lead digital transformationHow to get the organizational buy-in needed to lead your transformation effortsThe role data plays in this transformationHow to transition from strategy to executionIf today’s episode inspires you to begin your transformation journey, access your complimentary copy of the Change Agents Book and Playbook to get started.About Our GuestEric Hollebone, Chief Marketing Technologist, VP Marketing, DemandLabEric brings DemandLab’s Revenue Ecosystem® Framework to life for our clients by integrating strategy, technology, and data across the marketing, sales, and services continuum. By leveraging enterprise data architecture and developing growth engines to drive digital innovation, Eric designs and customizes solutions for the entire length of the customer journey—from creating awareness to increasing revenue to enhancing loyalty and customer lifetime value.

You wouldn’t market to the CEO of a Fortune 100 company in the same way you’d market to an SMB marketing director. Why market to your customer and prospect audiences in the same way? When you prioritize segmentation, you enable your company to target the right audience with the right message at the right time, while delivering a superior experience. This month on Revenue Rebels, Rhoan Morgan sits down with Rebecca Kaufman, Director, Strategic Marketing at Phreesia to discuss the importance of segmentation in marketing.About Our GuestRebecca Kaufman, Director, Strategic MarketingRebecca Kaufman oversees Phreesia’s marketing plans and top of the funnel strategy. She is responsible for aligning Phreesia’s positioning and messaging with the appropriate segment, offering and stage of the buyer’s journey.Prior to Phreesia, Rebecca managed the New York Medicare advantage market and ACO relationships at Aetna. She also worked in management consulting at Navigant Consulting, helping to improve healthcare provider operations. Rebecca earned an MBA from Columbia Business School and holds a BA in Economics from Washington University in St. Louis.

Is your product or service a vitamin or a painkiller? This contrast is a common metaphor among startups, but one that companies across many sizes, industries, etc. should consider. As we welcome David Priemer, Founder and Chief Sales Scientist at Cerebral Selling back to the podcast, we’ll dig into a vitamin strategy vs. painkiller strategy and help listeners understand how to achieve success with the right approach.Check out David Priemer’s original article: “Want to sell someone a band-aid? Cut them."If you missed the previous episode with David, listen to it here.

Some argue marketing, some argue sales. No matter where inside sales lives, both marketing and sales play a critical part in this team’s success. Tune in to this month’s episode of Revenue Rebels as Rhoan Morgan sits down with David Priemer, Founder and Chief Sales Scientist at Cerebral Selling to discuss where inside sales fits in and how marketing and sales must bridge the gap to support this team.About Our GuestFrom his early days tinkering with test tubes and differential equations as an award-winning scientist to leading top-performing sales teams at high-growth tech start-ups, David Priemer brings a lifelong passion for uncovering the hidden insights in the world around us, to his practice as the founder of Cerebral Selling. Often referred to as the "Sales Professor", David helps organizations supercharge revenue growth, people development, and culture by combining the core principles of science, empathy, and execution. The result: an empowered organization of modern sellers who think like their customers, learn fast, and win! Previously, David held several executive leadership positions at leading technology companies including Salesforce, where he was the Vice President of Commercial Sales and creator of the Sales Leadership Academy program. He is also an Adjunct Professor at the Smith School of Business at Queen's University.David holds a B.Sc. in Chemistry and Atmospheric Science from York University and a Master’s degree in Chemical Engineering from the University of Toronto. When he's not thinking about Sales, David loves to cook, write, and spend some quality family time with his wife and three girls.

As the new year inches closer, everyone starts publishing “the top X trends every marketer must follow in 2019.” While this trend-focused content may spark some ideas, basing the entirety of your plan on trends and best practices is what’s holding marketers back.This month on the Revenue Rebels podcast, we’re helping you move from trend-follower to trend-setter as we sit down with rule-breaking marketing leader, Maria Pergolino, Chief Marketing Officer of Anaplan. Stay tuned to learn:How marketers can overcome the “trend-follower” mindset and become more strategic in their planning effortsTop tips for developing your 2019 marketing plansHow to connect your plan to revenue goalsBecause here on Revenue Rebels, we don’t just follow the rules, we break them and set new ones.About Our GuestMaria Pergolino is the Chief Marketing Officer (CMO) of Anaplan. Maria is known for building world-class teams that drive growth, product differentiation, and category development. Prior to Anaplan, Maria was Senior Vice President of Global Marketing and Sales Development at Apttus, where she directed go-to-market strategy, sales development, customer advocacy, demand generation, strategic events and communications initiatives. She also has held leadership positions at Marketo, Shunra Software (acquired by Hewlett-Packard), and Chubb Ltd. Maria holds both a B.S. and an MBA in Marketing from Rutgers University.

Did you catch last month’s episode of Revenue Rebels? We’re back with part 2 of “How to Accelerate Company Growth Strategically” as Darryl details the last step in his 4-step approach to strategically growing VanillaSoft in just over a year:TriageRinse and RepeatMake some NoiseGrowListen to the full episode to hear Darryl and Rhoan discuss growth tactics, team restructuring, business team alignment, and transformation results.About Our GuestDarryl Praill, Chief Marketing Officer of VanillaSoft, is a high-tech marketing executive with over 25 years’ experience spanning startups, re-starts, consolidations, acquisitions, divestments and IPO’s. He has been widely quoted in the media including television, press, and trade publications. He is a guest lecturer, public speaker, and radio personality and has been featured in numerous podcasts, case studies, and best-selling books.