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C-Suite Sales & Marketing Perspectives: Daily Summaries Delivered
by Steven MacDonald
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.
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 1 weeks ago24 min
Why Soft B2B Advantages Are Reshaping B2B Growth
Episode #319: Rebecca Welsher Kaplan, Chief Marketing Officer at Slice Merchant Services, explains why trust, customer obsession, and empowered employees have become the real competitive advantage in modern B2B growth. She explores how AI, personalization, and strong relationships work together to build lasting customer loyalty. The companies that consistently prioritize people alongside technology will earn stronger brands and sustainable growth."There is never one solution, there is never one channel, and there is no one right way to build a successful marketing campaign or branding practice. It comes down to who you are as a business, who your customers are, and the value proposition you provide at a human level." — Rebecca Welsher KaplanIn this episode, Rebecca shares why sustainable B2B growth depends on balancing technology with human connection. She explains how customer obsession, empowered employees, thoughtful AI adoption, and trusted relationships influence buying decisions long before a prospect evaluates vendors. The discussion offers practical leadership insights for executives focused on long-term brand strength, customer loyalty, and measurable business growth.Follow Rebecca Welsher Kaplan on LinkedInFollow Steve MacDonald on LinkedIn
- 1 weeks ago29 min
Part Five: The Revenue Logic of Customer Obsession
Episode #318: Eliana Angelova, Global Chief Revenue Officer at iSON Xperiences, explains why customer obsession has become the defining growth strategy in the AI era. She shares practical lessons on exceeding customer expectations, aligning teams around shared outcomes, and using AI to strengthen customer experiences rather than simply improve efficiency. She also provides a practical framework for building sustainable revenue through customer-first thinking."Always have the end customer in mind. If every decision starts there, you'll make better choices for your business, your people, and your customers." — Eliana AngelovaCustomer expectations are evolving faster than ever, driven by AI, digital transformation, and increasing competition. In this conversation, Eliana shares practical strategies for turning customer obsession into measurable business growth by aligning every department around customer outcomes, using AI to improve experiences rather than simply increase efficiency, and creating organizations that consistently exceed customer expectations while building long-term loyalty and sustainable revenue.Follow Eliana Angelova on LinkedInFollow Steve MacDonald on LinkedIn
- 1 weeks ago28 min
Sales and Marketing Alignment Starts Long Before Revenue
Episode #317John Lamb, Chief Marketing Officer at Elo Touch Solutions, explains why sales and marketing alignment begins long before revenue is generated. He shares how mutual respect, shared priorities, and customer-focused collaboration create stronger execution across every department. The conversation also explores how culture, brand consistency, and organizational alignment help companies build trust, accelerate growth, and create lasting customer relationships."You have to realize we perform very different roles, and that's meant to be. But to be aligned is absolutely critical. If you don't have it somewhere, you honestly need to make a change in your organization, probably at the top, on one side or the other, to figure out where that misalignment is." — John LambThis conversation explores why alignment is not merely a sales and marketing initiative but a company-wide responsibility that shapes strategy, the customer experience, and long-term growth. John discusses how strong internal relationships, proactive planning, customer obsession, and a culture built around solving problems enable organizations to execute consistently. He also explains why successful marketing organizations balance immediate sales support with long-term brand building while keeping every team focused on delivering customer value.Follow John Lamb on LinkedInFollow Steve MacDonald on LinkedIn
- 1 weeks ago36 min
The Three-Tiered B2B Strategy to Double Revenue
Episode #316:Justin Steinman, Chief Marketing Officer at ModMed, shares why sustainable growth requires three disciplines working together: brand, demand generation, and product marketing. He explains how a unified message increased market awareness, aligned the organization, and strengthened revenue outcomes. Justin also reveals why the best marketers listen closely to customers to create strategies that drive long-term growth."You've got to have brand, you've got to have demand generation, and you've got to have unbelievable product marketing, and it's really all three of those working together that make an effective marketing organization." - Justin SteinmanThis conversation explores how brand awareness, organizational alignment, and customer obsession create measurable business impact. Justin shares practical strategies for simplifying messaging, creating company-wide alignment around a single vision, and embedding customers directly into product and marketing decisions. The discussion offers valuable insights into building stronger brands, creating differentiated demand, and developing customer-driven growth strategies.Follow Justin Steinman on LinkedInFollow Steve MacDonald on LinkedIn
- 2 weeks ago25 min
Part Four: The Revenue Logic of Customer Obsession
Episode #315: Gregory Banning, Chief Revenue Officer at Rithum, explains why customer obsession is the foundation of sustainable revenue growth. He shares how internal alignment, company culture, and customer feedback systems help organizations stay focused on what truly matters. Gregory also reveals why leaders should regularly pause and audit whether the customer remains at the center of every decision."Are customers interested in engaging you, talking to you, and then ultimately partnering with you? This isn't about us. We don't exist if the client isn't served, if the client isn't gaining value, if we're not going to where the client wants to be" - Gregory BanningIn this conversation, Gregory shares why customer obsession is much more than a business philosophy. It is a practical framework for driving revenue growth and building long-term relationships. He explains how internal alignment, employee engagement, and deliberate customer feedback systems help organizations stay focused on what matters most. Gregory also offers leaders a simple but powerful reminder to pause regularly and ensure every decision still serves the customer.Follow Gregory Banning on LinkedInFollow Steve MacDonald on LinkedIn
- 3 weeks ago27 min
Part Three: The Revenue Logic of Customer Obsession
Episode #314: Lauren Shleifer Goldstein, Chief Growth Officer at Winning by Design, explains why customer obsession is the foundation of sustainable business growth. She shares practical strategies for aligning teams, building trust, and using customer insights to improve decisions across the organization. Lauren also reveals why people, processes, and customer understanding matter more than technology alone."Trust is built by understanding what success looks like, and then making sure there's a plan to deliver that. In SaaS or recurring revenue, it's not just one time; it's every day, every month, every year. Trust and customer obsession are, from my perspective, linked concepts. They're not separate." - Lauren Shleifer GoldsteinLauren’s insights demonstrate that customer obsession is not a marketing initiative or a technology investment. It is a company-wide commitment to understanding what success means for customers and delivering on that promise consistently over time. Organizations that embrace this mindset are better positioned to create trust, strengthen alignment, and achieve lasting revenue growth. Follow Lauren Shleifer Goldstein on LinkedInFollow Steve MacDonald on LinkedIn
- 3 weeks ago26 min
Part Two: The Revenue Logic of Customer Obsession
Episode #313: Bettina Isabelle Berntsen, Chief Marketing Officer at SuperOffice, explains how customer obsession becomes a measurable growth strategy when it drives every business decision. She shares how combining customer insight, market research, and internal alignment strengthened positioning, increased pipeline, and improved deal quality. The result is a practical framework that connects customer trust directly to sustainable revenue growth. It demonstrates why customer obsession must become an operating model rather than a marketing initiative."The one most important thing is not to say that you're customer-obsessed, but make sure that you truly are in how you're building your GTM strategy and function." – Bettina Isabelle BerntsenDiscover how customer evidence, cross-functional alignment, strategic brand investment, and continuous market learning create measurable business outcomes. Bettina shares practical lessons on strengthening positioning, improving deal quality, increasing pipeline, and building long-term trust, giving B2B leaders a proven framework for sustainable revenue growth driven by genuine customer obsession.Follow Bettina Isabelle Berntsen on LinkedInFollow Steve MacDonald on LinkedIn
- 3 weeks ago27 min
Part One: The Revenue Logic of Customer Obsession
Episode #312:Christine Ravanat, Group CMO and Executive Committee Member at Expleo Group, explains why customer obsession is becoming the foundation of sustainable B2B growth. She shares how organizations can replace assumptions with deeper customer understanding to improve alignment, trust, and revenue outcomes. She also outlines practical leadership changes that help customer insights influence strategic decisions across the business."You need to forget about what you want to sell and really have the deep will to understand where your customer sits, what problems they are facing, and how you can genuinely help them. It all comes down to trust at the end of the day." — Christine RavanatCustomer relationships are no longer built by simply responding to buying opportunities. In this episode, Christine explains why lasting growth comes from understanding customers before they enter a purchasing cycle. She discusses how stronger executive alignment, authentic conversations, and continuous customer learning enable marketing and sales to influence strategic decisions, build trust, and create measurable revenue impact across the organization.Follow Christine Ravanat on LinkedInFollow Steve MacDonald on LinkedIn
About C-Suite Sales & Marketing Perspectives
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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