The Healthtech Marketing Show: How to Connect Marketing to Revenue

How to Connect Marketing to Revenue On this episode host Adam Turinas is joined by two guests who have done the real work of building a model that clearly connects marketing to revenue. First, Paula Cobb, VP of Marketing at AvaSure, a private equity-backed virtual care platform. Paula brings over 30 years of healthcare marketing experience and runs what she calls a peanut butter and jelly go-to-market model, where sales, marketing, and customer success are genuinely inseparable. What he find compelling about her perspective is how tightly she has wired marketing into product decisions and the fact that AI tools have essentially become named members of her org chart. His second guest is Alex Esquivel, VP of Marketing at Luma Health. Alex has an unusual background for a marketer. She came up through finance and operations, which gives her an unusually clear-eyed view of why the traditional MQL model was, in her words, doomed from the start. She describes what a genuinely revenue-accountable marketing model looks like in practice, including how she structures account-based motions, why she does not measure MQLs at all, and how she is moving from slow campaign cycles to fast, iterative content that responds to what buyers actually care about. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen/