Revenue Alignment Podcast (R.A.P.)
ICAD Marketing
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This is the Revenue Alignment Podcast where we educate Marketers on how to demonstrate and communicate their value at a C-suite level to secure bigger budgets and more creative freedom. This means helping Marketers learn how to be more business and revenue minded, and align with other non-marketing functions to deliver revenue for the company, and not just focusing on marketing metrics.
Available episodes
Newest first
Oldest first
Nov 4, 2022
Becoming a Category Design to Show Marketing's Value | Christopher Lochhead
💥 New Podcast Alert 💥
The season finale of Revenue Alignment Podcast promises to be legendary!
On this episode we have Christopher Lochhead 🏴☠️ and it is one of the best and most valuable conversations we've had on the podcast to date
If you've ever wanted to know what it takes to...
✅ Be a radically different Marketer that stands out and gets the respect of your peers
✅ Create a path to be seen as a rock star by leadership within your organization
✅ Make the type of impact as a Marketing leader that goes beyond proving your value, but creating overwhelming demand for your value
Then you should definitely check out this episode
This isn't a quick listen but a kick back, kick your feet up and listen (in other words it's long but full of gold 😉)
Available on all major podcast platforms
#marketing #categorydesign #demandgeneration #revenuealignment
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Oct 13, 2022
Making the Business Case for Marketing Budget During a Recession (Abby Obomighie)
💥 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
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Sep 22, 2022
Changing Marketing’s Perceived Value Within a Sales-Led Organization (Laura Erdem)
💥 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
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Sep 1, 2022
Aligning With Sales to Deliver Value C-Suites Care About (Donald C. Kelly)
💥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
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Aug 11, 2022
Building Your Internal Thought Leadership to Get C-Suite Buy-In (Ashley Faus)
💥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
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Aug 4, 2022
How Revenue Alignment Helps Marketing and Sales Get What They Want
💥 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
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Jul 26, 2022
Understanding and Executing Marketing Fundamentals to Deliver Business Value and Get Buy-In
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
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Jul 19, 2022
Striking the Balance Between Marketing Leeway and C-Suite Buy-In
💥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
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May 18, 2022
Pulling the Right Levers to Drive Revenue Growth and Prove Marketing's Value (Sam Kuehnle)
💥 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
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Apr 6, 2022
Focusing on the Main Things to Show Marketing's Value to Your CEO (Andrew Smith)
💥 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
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Mar 9, 2022
Shifting from a Marketing to a Business Mindset to Elevate Your Marketing Game (MJ Peters)
💥 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…
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Feb 22, 2022
Breaking Down Attribution to Show Marketing's Contribution to Revenue (Steffen Hedebrandt)
💥 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
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Feb 8, 2022
Getting CEO Buy-In for Your Marketing Campaigns by Being Customer and Data Focused (Zachary Harding) Part 2
💥 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
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Feb 1, 2022
Getting CEO Buy-In for Your Marketing Campaigns by Being Customer and Data Focused (Zachary Harding) Part 1
💥 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…
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Jan 17, 2022
Aligning With Your CEO to Prove Marketing's Value in the Short and Long Term (Megan Bowen)
💥 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
🟢Partne…
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Jan 6, 2022
Dear Marketers: For 2022 Get Out of the Marketing Bubble
💥 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…
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Dec 27, 2021
All Content is Not Created Equal and Your Content Strategy Shouldn’t Be Either
💥 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 jou…
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Dec 21, 2021
Developing a Data Mindset & Business Acumen to Communicate at a C-Suite Level (Cassidy Shield)
💥 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
C…
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Dec 6, 2021
Proving Marketing's Impact to Your CFO to Secure Bigger Budgets (Terrell Turner)
💥 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, A…
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Nov 29, 2021
How Marketers Can Better Align With Sales to Drive the Entire Funnel
💥 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/aHR0cH…
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Nov 23, 2021
How Marketers Can Prove Their Value by Becoming Revenue Responsible (Andrei Zinkevich)
💥 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/38tXQpuk…
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Nov 15, 2021
Marketers: Focus on Business Outcomes NOT Marketing Metrics to Prove Your Value
💥 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 reven…
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Nov 8, 2021
How Marketing Can Better Align With Sales Throughout the Buying Process (Thibaut Souyris)
💥 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
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Nov 1, 2021
Intro to the Revenue Alignment Podcast
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
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