Pipeline Visionaries

This episode features an interview with Sarah Kennedy, Vice President of Global Growth and Demand at Google Cloud. Prior to Google, Sarah led multiple marketing transformations as CMO of Marketo and as CMO for the enterprise software divisions at Adobe and Sabre.  On this episode, Sarah discusses the marketing efficiencies and ROI drivers she’s anchored her career around, how to navigate the macro...

This episode features an interview with Suku Krishnaraj, CMO of Sumo Logic. Suku is a seasoned senior executive with extensive experience scaling growth at companies like AppFog, HP, CenturyLink, and SolarWinds.  On this episode, Suku explains his strategy for driving revenue for the Machine Data Analytics pioneer that went public earlier this year, why the CMO’s primary job is to solve problems,...

This episode features an interview with Kyle Christensen, VP of Marketing at Zuora. Prior to Zuora, Kyle served as CMO of 6Sense, SVP of Marketing at Invoca, and VP of Marketing at Responsys, where he drove the growth of the enterprise business up until the company's $1.5B acquisition by Oracle.  On this episode, Kyle shares his demand gen master plan that starts with a marketing strategy that per...

This episode features an interview with Jen Dimas, CMO of Gigster For more than 20 years, Jen has led marketing teams at high-growth enterprise software companies like Plex, Demandbase, Egnyte, Polycom, and Hyperion. In this episode, Jen dives into the ever-changing landscape of demand gen strategy, highlighting the importance of understanding and adapting to the needs of the moment. She also emph...

This episode features an interview with Lauren Vaccarello, CMO of Talend. Lauren is an award-winning marketing executive with a track record of accelerating revenue growth for some of the fastest-growing SaaS companies in Silicon Valley including Box, AdRoll, and Salesforce. On this episode, Lauren talks about how to hit your numbers in the short term while working to expand the scope of who you’r...

This episode features an interview with Michael King, Senior Director of Cloud Marketing at VMware. Inside the $64 billion cloud computing and virtualization software giant, Michael is responsible for the VMware Cloud Marketing team and is tasked with transforming the customer perception of VMware’s cloud services and products. On this episode, Michael expands on the demand gen strategy that he ca...

This episode features an interview with Adam Blitzer, Executive Vice President and General Manager of Digital at Salesforce. Adam is truly one of the godfathers of marketing automation and B2B demand generation, having founded and sold Pardot, one of the most important marketing automation platforms ever created for CMOs and demand gen leaders. Adam currently oversees the multi-billion-dollar mark...

This episode features an interview with Jamie Grenney, CMO of OwnBackup. Prior to OwnBackup, Jamie spent 11 years at Salesforce learning from the best in the business. Most recently, he led a large product marketing and enablement team as a Global VP at Okta, and is now working on making OwnBackup into his fourth Unicorn.  On this episode, Jamie discusses the death of cold outreach, the right way...

This episode features an interview with Heidi Melin, CMO of Workfront. Heidi has held the position of CMO 6 times over an impressive two-decade career of developing and executing marketing strategies that drive growth.  On this episode, Heidi illustrates her approach to pivoting Workfront’s marketing strategies in response to the paradigm shift that companies are experiencing in 2020, and she expl...

This episode features an interview between Ian Faison and Udi Ledergor, CMO of Gong. A 5-time VP of Marketing, Udi has 20 years of experience heading marketing teams and is an expert in helping B2B companies grow faster by optimizing and transforming their marketing efforts. On this episode, Udi discusses the synergy between Gong’s demand gen efforts and brand plays, and lays out the content strat...

This episode features an interview with Chandar Pattabhiram, CMO of Coupa. Chandar has more than 25 years of experience in strategic marketing and management consulting, including his previous role as CMO at Marketo. As CMO of Coupa, he is responsible for driving all aspects of worldwide marketing including strategic segment marketing, product marketing, growth marketing and corporate marketing. O...

This episode features an interview with Melton Littlepage, Senior VP of Marketing at Tenable. Melton has more than 15 years of marketing experience, including as VP of Global Marketing for SAP Concur, and CMO of Schoology. At Tenable, Melton is responsible for driving demand gen for cybersecurity solutions that are used by more than 30,000 organizations worldwide, including more than half of the F...

This episode features an interview with Dave King, CMO of Asana. Specializing in B2B enterprise marketing and growth, Dave joined Asana in 2017 to oversee global marketing efforts after having previously led marketing teams at Percolate, Highfive and Salesforce. On this episode, Dave breaks down Asana’s unique, hybrid demand gen strategy that starts with a core belief in an exceptional product exp...

Julie Liegl is used to being a part of big things. As EVP of Global Marketing at Salesforce, she helped create and oversee the world-class corporate event that is known as Dreamforce, and she’s currently overseeing a complete transformation in the way that businesses communicate as CMO of Slack. On this episode, Julie unveils some of the plays that have made her so successful across her career. Sh...

Tom Butta, Former CMO of SignalFx (acquired by Spunk for $1.05B), discusses the demand-gen mindset that leads to high-dollar acquisitions. On this episode of Demand Gen Visionaries, Tom explains the importance of focusing on marketing fundamentals to see big results, how putting your customers above all will lead to retention and more pipeline, and keeping a company-wide eye to make sure your dema...

Latane Conant is the CMO of 6Sense and author of No Forms. No Spam. No Cold Calls:  The next generation of account-based sales and marketing. discusses the importance of personalized marketing . On this episode of Demand Gen Visionaries, Latane explains how she generates demand by illuminating “the dark funnel”, why cold outreach is undergoing a fundamental change, and much more. Key Takeaways The...

Tracy Eiler, CMO of InsideView Technologies, explains how she has aligned marketing and sales to accelerate pipeline, and shares how optimizing your CRM can drive growth. She also talks about the importance of human interaction with customers to turn buyers into company advocates, and the importance of generating quality vs. quantity leads. Tracy was also a key speaker at the Growth Marketing Conf...

Mike Marcellin, CMO of Juniper Networks, explains the benefits of having automated, AI-driven systems that allow marketers to focus on understanding the market and creating organic connections with potential customers. Key Takeaways Competition in the marketplace is inevitable. Working smarter than competitors with larger budgets can put you in the same league. The more data, the better the AI. Ma...

Ryan Bonnici discusses why the campaign-based approach to marketing needs to be jettisoned for a new school mindset that constantly tests and adapts, his philosophy for creating useful content that drives value and leads to conversion, how he's driven growth at G2, and much more. Key Takeaways The campaign-based approach to marketing needs to be jettisoned for a new school mindset that constantly...

Corinne Sklar, CMO of IBM, shares how demand gen influences their marketing strategies, and vice versa. She dives into the partnership her team shares with sales to ensure seamless execution of their acquisition strategy. On this episode of Demand Gen Visionaries, Corinne talks about growth at IBM and how companies, big and small, can implement consistent marketing strategies to generate a success...

Fewer demand challenges are greater than driving growth in a mature market. But it’s not impossible, according to Nate Skinner. On this episode of Demand Gen Visionaries, Nate explains how he has been able to help drive growth at Oracle by stepping in and understanding the landscape, identifying opportunities, coordinating with sales, and clearly articulating value. Key Takeaways: In today’s digit...

According to Sara Varni, every marketer is a demand gen marketer in some respect, because success is all about performance. But that doesn’t mean that every marketer needs to be a “spreadsheet jockey.” On this episode of Demand Gen Visionaries, Sara tells us why it’s important to combine the art and science of demand gen to fully master the art of B2B marketing. Key Takeaways: Funneling leads to s...

Marketers perform all sorts of important functions, from brand campaigns to assisting PR. But if a marketer isn’t filling the pipeline, nothing else matters, according to Scott Holden, CMO of ThoughtSpot. On this episode of Demand Gen Visionaries, he tell us that the most important duties of a demand gen marketer are to know their numbers, answer for them, and be able to explain why they are where...

Welcome to Demand Gen Visionaries, where we interview marketing executives from all sorts of companies, from the Fortune 500 to high-growth startups. They walk you through their playbooks. We’re not talking about theory and concepts, we are talking x’s and o’s. We’re getting into the nitty gritty of how they drive results. They discuss their customers, prospects, how they structure their organizat...