Revenue Alignment Podcast (R.A.P.)

💥 New Podcast Alert 💥

With talks of marketing budgets being cut due to a recession it was an opportune time to speak with Abby who has years of experience in the Finance space for some of the biggest brands across the world

In this episode of the Revenue Alignment Podcast she shares her wisdom on:

1️⃣ The importance of seeing your CFO as a partner when it comes to getting budget approval

2️⃣ Why Marketers should think in terms of 3-5 years and not 12 months when it comes to budgeting

3️⃣ The importance of understanding overall business costs - and not just marketing - when making the case for budget

This one is short but packed full of insights every Marketer can benefit from

You can watch the video version on YouTube as well

💥 New Podcast Alert 💥

Our next guest Laura is someone that it was a real pleasure interviewing because of how much energy and insight she brought to the show

In this episode of Revenue Alignment Podcast Laura and I talk about:

1️⃣ Why Marketing Isn’t Valued by Sales in Most companies (and how to change it)

2️⃣ Achieving better alignment between marketing and sales through departmental collaboration

3️⃣ Where to start if no alignment between both functions currently exists

4️⃣ How to use social selling to get internal buy-in and communicate Marketing’s value

You can watch the video version on YouTube @ ICAD Marketing

#marketing #sales #revenuealignment

💥New Podcast Alert💥

This week on Revenue Alignment Podcast we have a chat with Donald

He has extensive experience in Sales and gave some really great advice on how Marketers can better work with Sales to show their value

In this episode we talk about

1️⃣ How to use competitor case studies to create a value-add messaging that creates demand for your offer

2️⃣ How Marketing can help Sales get in front of the right prospects and the right time

3️⃣ How to deliver business value C-Suites care about by attaching a $ value to top of funnel marketing execution

As a bonus he also included a link to his free sales course that I highly recommend you check out https://thesalesevangelist.com/winston

Check out his full episode and as always your feedback is welcomed

#marketing #sales #revenuealignment

💥New Podcast Alert💥   

We've often seen the case around why thought leaderships is important to  building your personal brand, in order to create job and business  opportunities  But what about thought leadership to build your internal brand and  credibility within your organization?  

That's the question I asked our next amazing guest Ashley who broke it  down for us in this episode of Revenue Alignment Podcast   

In it we spoke about   

1️⃣ How to use her 4 Pillars of Thought Leadership to build credibility  and trust within your company as a Marketer 

2️⃣ How to get buy-in from non-marketing functions for employee advocacy  programs  

3️⃣ How to make the business case to get budget to invest in marketing  versus other company-wide priorities    

Listen to the latest episode

💥 New Podcast Alert 💥

Marketing and Sales alignment

Where does it start?

How does it happen?

What's needed from both functions to make it work?

In  this episode I go through and answer these questions to highlight how  Marketing and Sales can work together in a mutually beneficial  relationship

Marketing gets more budget and creative freedom to execute the programs they want to

Sales gets higher quality leads and increased pipeline volume, convert more opportunities, thus increasing revenue (and bigger commissions 😉)

Take a listen and let me know what you think (it's a pretty short listen)


#marketing #sales #revenuealignment

Our next guest is one who we would consider a rising star in the LinkedIn B2B space  

In this episode of Revenue Alignment Podcast we chat with Vladimir on proving marketing's value, specifically:  

1️⃣ Launching pilot programs to create quick revenue wins and get C-Suite buy-in

2️⃣ How to translate brand awareness into sales opportunities

3️⃣ What Marketers should focus on to demonstrate business value to CEOs  

If you're like us and love actionable tips and advice then you'll love this episode for sure

And as always let us know your biggest takeaway from the episode   

#marketing #ABM #sales #revenue

💥New Podcast Alert💥

We're back for Season 2 of the Revenue Alignment Podcast!

For this first episode I wanted to kick things off with a different perspective

I, and the guest that come on, speak a lot of about what Marketers should be doing to get buy-in

But truth is there are situations where CEOs and other C-Suites are more of a hindrance to marketing delivering how they need to

In this episode I share stories of instances where that happens

I also give feedback to CEOs on what they need to do to get out of marketing's way and allow them to do what they need to

And of course I also share a bit on what Marketers can do to set the proper expectations early so CEOs don't block the potential marketing can deliver to the organization

It should make for a pretty good conversation 

Listen the full episode and as always I welcome your feedback and your thoughts on it

#marketing #sales #revenue

💥 New Podcast Alert 💥  

If I could use a phrase to describe the episode with my next guest it  would be "a predictable and pragmatic approach to marketing that proves  its value"  

My next guest is the one and only Sam and in this episode he really went  through some great content for the audience  

We spoke about  

1️⃣ What metrics to focus on to get C-Suite leadership buy-in  

2️⃣ Why the North Star that leadership sets can sometimes make or break marketing results  

3️⃣ (My personal favourite) A full break down of what levers Marketers can pull to drive revenue growth  

Believe me when I say you have to listen to this episode with Sam if you're really serious about how to show marketing's value at the highest level  

For most value be sure to watch it on YouTube as he goes through the different growth levers on his spreadsheet  

Links to full interview are in the comments below  

Link to download Sam's spreadsheet https://docs.google.com/spreadsheets/d/16CyFi0R-SzBfGOoLoeE5jPEg21BqU4PxDnBgQC0Rcdg/edit#gid=0   

#marketing #revenue #sales

💥 New Podcast Alert 💥

One of the things I appreciated the most about my next guest is how pragmatic his advice is

It's one of those conversations that will have you nodding in agreement the entire time

In this episode of the Revenue Alignment Podcast I speak with Andrew Smith, Director of Growth at Directive Consulting

We discussed:

1️⃣ How to change the narrative of marketing being seen as the "arts and crafts" department

2️⃣ Why Marketers should focus on the sales goal to determine what the marketing goal should be

3️⃣ The best way to partner with sales to show marketing's value

4️⃣ How to communicate with C-Suites at a business level

This episode exceeded my expectations by how much value Andrew gave and I'm sure it will for you as well

Click the links in the comments to watch and listen

Available on YouTube, Spotify, Apple and Google Podcasts

#marketing #sales #revenue

💥 New Podcast Alert 💥

It was the greatest pleasure interviewing this week's guest, and I'll tell you why

This isn't my first time interviewing MJ, we did an interview almost 2 years ago for Conversation With Marketers

I've watched MJ grow over the years from being a marketing leader to a business leader that happens to be in a marketing function (huge difference)

And how that has helped the trajectory of her career

So of course I wanted her to talk more about that transition and what does it take for other Marketers to do the same 

To get buy-in at a C-Suite level and a seat at the leadership table

In the episode we discussed

1️⃣ How to get buy-in from a CEO who doesn't value marketing

2️⃣ How to shift from having a marketing mindset to developing a business mindset and acumen

3️⃣ How doing a bit of sales in her current role helped create a more customer-centric and effective messaging, and better alignment with marketing and sales

And much more!

This is a short but sweet episode jam packed with value so go check it out

Available on YouTube, Spotify, Apple and Google Podcasts

#marketing #sales #business #revenue

💥 New Podcast Alert 💥

How important is marketing attribution in proving marketing's value at a C-Suite level?

This is the question we sought to answer with my next guest on the Revenue Alignment Podcast Steffen

Most people may not believe much in it but for me it's a big deal

So I was more than delighted to have this conversation with Steffen where we discussed

1️⃣ How to attribute marketing activity to revenue 

2️⃣ How to map and track your customer journey back to revenue (with examples of how they're doing at Dreamdata)

3️⃣ What levers should Marketers focus on to drive revenue growth in their companies

This promises to be a great episode on breaking down marketing attribution

Available on YouTube, Spotify, Apple and Google Podcasts

Also check out this article from Dreamdata which breaks down how Marketers can better show attribution to revenue https://dreamdata.io/b2b-customer-journey

#marketing #revenue #data

💥 New Podcast Alert 💥  

So last week we had part 1 with our interview with Zachary Harding, Executive Chairman and Co-Founder at Delta Capital Partners  

This week as promised I bring you part 2 of our conversation  

We went through:  

1️⃣ What marketers should be doing to drive revenue growth in a venture backed company  

2️⃣ How to make the business case for an increase in marketing budget  

3️⃣ How to make the business case and justify brand to your CEO  

4️⃣ How to be more strategic as a marketer to prove your value at the board level  

Part 2 promises to be even better than part one!  

Listen and let us know your biggest takeaways   

Available on YouTube, Spotify, Apple and Google Podcasts

#marketing #revenue #business

💥 New Podcast Alert 💥

This week on the Revenue Alignment Podcast I sit down with fellow Jamaican🇯🇲 Marketer and Co-Founder of Delta Capital Partners Zachary Harding

Zachary is a legend in the game of marketing and his years of wisdom in the field certainly came out in this interview

I enjoyed every second of this conversation (as you'll see from my many outbursts laughing) as we discussed 

1️⃣ How to use research and data to justify marketing spend

2️⃣ The importance of having a cash flow break down for your marketing campaigns

3️⃣ Why marketing is more than just tactics and techniques but understanding people

4️⃣ Having a predictable and measurable process for tying marketing to revenue

Plus a lot more gems

This was such an engaging convo that it went close to two hours, so I had to split this episode into Part 1 and 2

Part 1 I'll release this week and Part 2 next week

Hope you enjoy it as much as I did and get as much value from this discussion with Zachary

Available on YouTube, Spotify, Apple and Google Podcasts

#marketing #business #revenue

💥 New Podcast Alert 💥

I'm not gonna lie, this is one of those episodes I knew was going to be good but I didn't expect it to be this good!

I've said Marketers should learn non-marketing functions that align with their role to have a better perspective of how marketing fits into the bigger picture and I don't think there is anyone else I've met that embodies that more than my next guest Megan Bowen

She's held positions in Operations, Customer Success, Sales and Marketing, so it was truly refreshing the wealth of wisdom and different perspectives she brought to this conversation

In this episode of the Revenue Alignment Podcast we discussed:

🟢Making the mindset shift to see problems how it affects the company and not just how it affects the marketing function

🟢How to strike the balance between helping CEOs get marketing and proving the ROI of marketing

🟢What Marketers can do their first 90 days to get C-Suite buy-in and start gaining leverage and momentum

🟢Partnering with Customer Success to reduce customer churn, increase retention and build affinity with existing customers

And so much more!

If you've been struggle to better align with your CEO to get buy-in for your marketing initiatives then you definitely want to check out this episode

Listen to the full episode and us know your biggest takeaway

Available on YouTube, Spotify, Apple and Google Podcasts

#marketing #sales #revenue #customersuccess

💥 New Podcast Alert 💥

As Marketers we struggle to prove our value at a C-Suite level because we seem to be stuck in what I call the Marketing Bubble. Now what is the Marketing Bubble? 

Think of it as there is an enclosed space where only beliefs that are held and shared amongst Marketers are considered to be right and correct

The issue with this, it creates a mindset where we focus more on blaming than finding creative solutions

It takes away accountability from us and places it on someone else for the part we play in the growth of the company

It creates a biased POV where we believe that anyone who questions marketing and its value is an enemy of marketing, instead of approaching with empathy and understanding

It creates the mindset where we believe the best marketing can't and shouldn't be measured, without even trying to see if it can

Worst of all it's counterproductive to getting what we truly want which is more budget and more creative freedom to execute the type of marketing we want to

In this week's episode of the Revenue Alignment Podcast I talk about this a bit and even a few suggestions on how we, as the collective marketing community, can fix this

Consider this my open letter to all Marketers

A call to action to change the way we've been thinking about this problem in order to change the narrative of how marketing is seen and valued within our companies

Available on YouTube, Spotify, Apple and Google Podcasts


#marketing #business

 💥 New Podcast Alert 💥

Question...what does your content strategy look like for 2022?

When talking about content marketing we as Marketers often speak about things such as

How to come up with ideas for content

What are the best formats

The best tools for content creation

The length the content should be

Distribution and repurposing strategies

However there are two things we almost never talk about

❓ What content should be created depending on the stage of the buyer's journey and its purpose

❓ What metrics should we be measuring at each stage to know if our content is successful in achieving the objective

The typical approach is to focus all our efforts on content creation, get as much of it out there as possible, and hope and pray it all works out

"Just create great content regardless of the buyer's journey"

Here's the problem with this premise

It doesn't take into account that buyer's thought process are different depending on where they are in their buyer's journey

A buyer that only wants to consume content for educational purposes to learn isn't the same as one who consumes content to make a purchasing decision

So if you lump all content into one big batch of "great content" it can be misleading and create confusion and therefore inaction for the buyer

In this week's episode of the Revenue Alignment Podcast I wanted to tackle this topic a bit

In it I discuss

1️⃣ Why you shouldn't lump all your content together as a whole

2️⃣ What content you should be creating depending on the stage of the buyer's journey

3️⃣ What metrics should you be using to measure the effectiveness of content at each stage

I go pretty deep in this one so before planning your 2022 content strategy I highly recommend taking a listen

Check it out and as always let me know what resonated with you the most

Available on YouTube, Spotify, Apple and Google Podcasts

#marketing #contentmarketing #contentstrategy #revenue

💥 New Podcast Alert 💥

One of the main reasons I've seen why Marketers find it difficult to demonstrate and communicate marketing's value is because we don't use data enough to justify why we make certain decisions we do

We tend to focus only on having a marketing perspective and so struggle with having business acumen necessary to play at a C-Suite level

This is why I love this episode with Cassidy Shield, SVP of Marketing and Sales at Narrative Science

One of the things he said that truly stood out to me was "data levels the playing field for Marketers to prove their value"

In this episode of Revenue Alignment Podcast he and I discuss

1️⃣ How to use data to justify their increase in marketing budget

2️⃣ How to develop business acumen to play at the C-Suite level

3️⃣ Creating a culture of having a data-driven mindset

4️⃣ How he handles Marketing and Sales alignment at Narrative Science

This promises to be a truly insightful episode, so go check it out

Click to listen

Now available on YouTube, Apple, Spotify and Google Podcast

#marketing #sales #data #revenue

💥 New Podcast Alert 💥

THE biggest challenge every Marketer at every level from entry to CMO struggles with is getting approval for more marketing budget

This is why I am absolutely elated to have our next guest on the Revenue Alignment Podcast, Terrell Turner CPA

I loved every second of this conversation so much because Terrell dropped so many gems

As a matter of fact there were so many gems I struggled to decide which video clips to use to promote the episode

We talked about

1️⃣ How to make the business case to your CFO and CEO for more budget

2️⃣ What CFOs look for when approving budget for marketing campaigns 

3️⃣ How to gain C-Suite execs confidence by reporting on metrics they value

4️⃣ How to partner with your CFO to get a seat at the leadership table

AND SO MUCH MORE!

If you're a Marketer it's an absolutely must for you to listen to this episode...And be prepared to take notes 🖊️📓

Listen to the full episode now!

Available on YouTube, Apple, Spotify and Google

#marketing #cfo #finance

💥 New Podcast Alert 💥

So I'm not a believer that B2B should copy what B2C does in every aspect

However, there is one aspect I believe B2B Marketers should and that is thinking about and executing their marketing in a way that drives the entire funnel and not just the top

This is something most B2C Marketers have to think about, as often there isn't a sales team or sales reps to make that happen

For B2B this means not only focusing on building brand, or even stopping at generating qualified leads

But also thinking about how Marketing aligns with Sales to help convert those leads to paying customers

And this is what your CEO cares about

In this week on the Revenue Alignment Podcast I break down how Marketing can better align with Sales by focusing on driving the entire funnel from awareness to acquisition (and revenue)

Now available on Apple - https://podcasts.apple.com/us/podcast/revenue-alignment-podcast-r-a-p/id1595588725
Google - https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy83MTZiZTcwNC9wb2RjYXN0L3Jzcw
Spotify - https://open.spotify.com/show/38tXQpukkVcuHpVMZEaAdU

💥 New Podcast Alert 💥

Is it true that CEOs don't get marketing? Or is it as Marketers we've become less accountable to business outcomes in the name of fluff?

One of the things I love about my next guest is how practical his advice is and it isn't based on fluff and theory, but what delivers actual business outcomes

There's a huge trend on LinkedIn around CEOs not getting marketing and he talks about it all

In this week's episode of the Revenue Alignment Podcast I chat with Andrei, Co-Founder of FullFennel on

1️⃣ Why It's not the CEO's job to get Marketing 😱

2️⃣ What it means to truly be revenue responsible as a Marketer

3️⃣ His playbook on how Marketers can start delivering on revenue to prove their value

Now available on Apple - https://podcasts.apple.com/us/podcast/revenue-alignment-podcast-r-a-p/id1595588725
Google - https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy83MTZiZTcwNC9wb2RjYXN0L3Jzcw
Spotify - https://open.spotify.com/show/38tXQpukkVcuHpVMZEaAdU

#marketing #abm #revenue

💥 New Podcast Alert 💥

Here's the brutal truth about marketing most don't want to admit

Marketing is only seen as valuable at a C-Suite level if it helps the company make money or save money

That's it!

Sure we can talk about vanity metrics, how not everything in marketing can be measured or "My CEO doesn't get marketing"

Even if it can't be measured directly you should still find a way how you can tie it back to business outcomes

Take Brand for example

Many say brand can't be quantified or attributed to revenue, but that's not true

Brand lowers sales cycle and makes it easier to give sales reps access to decision makers which lowers the time to close a deal, which saves costs

Brand lowers customer acquisition costs, which therefore increases bottom line net revenue

In my conversation with Terrell he told a story of how brand helped to increase outstanding payments from clients, therefore helping accounts receivables collect more money (and the company more revenue)

The moment we immediately accept that "not everything in marketing can be measured or attributed to revenue" is the moment we stop being accountable, and start accepting excuses rather than thinking of solutions

And your CEO isn't about any excuses

This week on the Revenue Alignment Podcast I break down 7 areas/metrics marketers can focus on to prove their impact and value within the organization that C-Levels care about

These are: 

1️⃣ Revenue

2️⃣ Market Share

3️⃣ Market Cap

4️⃣ Sales Cycle

5️⃣ Brand Authority

6️⃣ Customer Retention & Lifetime value

7️⃣ Customer Acquisition Costs

Listen for the full break down 

Now available on Apple - https://podcasts.apple.com/us/podcast/revenue-alignment-podcast-r-a-p/id1595588725
Google - https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy83MTZiZTcwNC9wb2RjYXN0L3Jzcw
Spotify - https://open.spotify.com/show/38tXQpukkVcuHpVMZEaAdU

💥 New Podcast Alert 💥

How can Marketing better align with Sales?

Our first guest on the Revenue Alignment Podcast Thibaut Souyris, CEO and Founder of SalesLabs breaks it down for us

In it him and I discuss

✅ How to manage expectations between Marketing and Sales

✅ Why your marketing sometimes fail to connect and drive qualified leads (and how to solve it)

✅  The challenges that Sales struggles with and how Marketing can achieve  better alignment by making sales easier for SDRs and BDRs

Listen to the full episode!

Now available on Apple - https://podcasts.apple.com/us/podcast/revenue-alignment-podcast-r-a-p/id1595588725
Google - https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy83MTZiZTcwNC9wb2RjYXN0L3Jzcw
Spotify - https://open.spotify.com/show/38tXQpukkVcuHpVMZEaAdU

This is the first episode in the Revenue Alignment Podcast. In it I talk about why I started the podcast, the challenge it solves for Marketers and what to expect moving forward.

Now available on Apple - https://podcasts.apple.com/us/podcast/revenue-alignment-podcast-r-a-p/id1595588725
Google - https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy83MTZiZTcwNC9wb2RjYXN0L3Jzcw
Spotify - https://open.spotify.com/show/38tXQpukkVcuHpVMZEaAdU