Welcome to a world where the role of CMOs is rapidly evolving, demanding not just creative genius but strategic acumen and data-driven decision-making. It’s up to today’s marketing leaders to understand how their responsibilities intertwine with sales, product, and finance to drive cohesive growth strategies.

Today, we’re diving into the art of driving efficient growth as an enterprise CMO, while juggling limited budgets, lots of competition, product complexity, and the never ending challenges of alignment. From defining and refining your Ideal Client Profile (ICP), to driving an orchestrated execution of your go-to-market strategy, the CMO role feels a lot like a pressure cooker.

Pull up a seat as we dig in with Corey Livingston, and discover the lessons, insights, and warning signs she’s gathered in her decades of steering growth in complex enterprise environments. This episode provides an insider's view on strategies that will keep your marketing and sales teams harmonized amidst product innovation and shifting market dynamics.

About the Guest

Corey Livingston is a results-driven marketing leader with over two decades of experience in strategic marketing, demand generation, and revenue operations. Formerly the Senior Vice President of Marketing & Sales Operations at OneNeck IT Solutions (now US Signal), Corey leads cross-functional teams in executing go-to-market strategies that drive brand visibility, customer acquisition, sales pipeline and revenue. Her leadership has been pivotal in implementing a data-driven demand generation engines, resulting in increased sales pipeline and new logo growth across complex buying journeys. Corey holds an MBA from Loyola Marymount University and a BBA from Texas Tech University.

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As revenue leaders, we spend the majority of our time working on strategy, processes, and metrics... And we should. But when you step back and look at how our customers and prospects actually get to know us, what they really interact with, it’s our content.

Content is the heartbeat of B2B growth—yet, let's face it, much of it is uninspired and forgettable. B2B content is often generic, jargony, and timid. And it’s not a stretch to say you could swap logos on the content in most categories and not even tell the difference.

So how do you create content that doesn’t suck? That’s what we’re going to cover today with content expert Ardath Albee. Join us as we walk through the key steps of the content process and uncover insights, advice, and mistakes to avoid so we can create content that is super engaging, highly relevant, differentiating, and actually drives growth.

About the Guest

Ardath Albee is a B2B Marketing Strategist and CEO of Marketing Interactions where she creates personas and persona-driven content marketing and buyer enablement strategies for her clients. She’s written two books—Digital Relevance and eMarketing Strategies for the Complex Sale—and is often found speaking at industry events, leading workshops, and on the lists of the top B2B industry experts to follow.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.

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B2B buyers have changed—and your strategy should too. Are your strategies still centered around the outdated MQL model? You're not alone, but it's time to break free and step into the realities of new buyer behavior, buying teams, and multi-threading. These challenges are more connected than you might think.

Today we’re tackling the monumental shifts in B2B buyer behavior and why clinging to Marketing Qualified Leads (MQLs) is no longer the path to revenue success. It's time to equip your business with the know-how to engage buyers on their terms and dramatically improve your revenue process.

Join us as we reconnect with two game-changers from season one, Terry Flaherty and Kerry Cunningham. With their decades of experience in shaping B2B marketing and sales processes–the funnel model to name one–they bring a wealth of insights into the 'why' and 'how' of aligning your strategies with modern buyer behavior.

Terry Flaherty is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.

Check out Terry’s first episode on Growth Driver:

https://www.growthdrivershow.com/mqls-are-out-buying-groups-are-in-with-terry-flaherty/

Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.

Check out Kerry’s first episode on Growth Driver:

https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/

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