Episode #207:

Courtny Cloeter, Chief Revenue Officer at OneSource Virtual, explains how reframing growth expectations fuels accelerated success. He emphasizes the importance of continually revisiting real customer value, engaging deeply with feedback, and cultivating a culture that welcomes constructive feedback. Courtny shares how using the “so what” test prioritizes high‑impact initiatives.

“You have to build a culture within the company and leadership team to embrace challenges, friction, professionalism, and constructiveness, and to foster an attitude that always asks why these things are going to grow the company. Don’t accept that hitting your goal or 15 percent growth year over year is a good thing. Challenge it. Try to be that person you know who hits 50 percent.” - Courtny Cloeter

Courtny Cloeter underscores that scaling today demands ambitious goals, unmatched customer value, and strong internal collaboration. He argues it’s about reshaping expectations and setting the bar higher than supposed limitations. He also emphasizes the importance of continuous customer engagement and aligned teamwork as the key to industry leadership.

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Episode #206:

Julian Kulkarni, Former SVP and CMO at Reapit, CEO at Tangible Consulting, and Senior Adviser at Accel-KKR, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.

“Do not forget the importance of human interaction and human trust, both inside your business and outside it, at every level. Continue to nurture it and build upon it. Look yourself in the mirror, ask people what they honestly think of you and your work, take their feedback seriously, and act on it. That’s how you win.” – Julian Kulkarn

When leaders actively build trust within their teams, they create a culture where promises are kept and values are lived daily, not just framed in the boardroom. Julian explains how this internal foundation directly fuels long-term customer relationships and sustainable growth. Trust is not just a soft value. It is a strategic advantage that must be practiced every day.

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Episode #205:

Lina Lugova, CMO at EPOM, shares her definition of the disruption economy, drawing on Taleb’s concept of antifragility: constant, unpredictable change fueled by geopolitical shifts, AI revolutions, and evolving customer needs. Lina argues that university‑taught playbooks are obsolete and modern leaders need a “goldfish mindset,” letting go of past successes or failures to connect emerging dots early. She also outlines how success now means building resilient, decentralized teams with fast and transparent cross-team communication.

“Success today isn’t about perfection, it’s about building trust. The brands and leaders who win are those willing to be genuine. They adapt fast. They lead with empathy, even when everything around them isn’t in flux.” – Lina Lugova

Lina dives into why the playbooks of yesterday no longer drive results. You’ll learn how to structure cross‑functional teams for decentralized decision‑making, foster transparent communication under pressure, and build a human‑first brand that thrives amid unpredictable change.

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Episode #204:

Jody Guetter, CEO at finmarkIQ, explains why AI‑era marketing must include real people at every stage. She argues that the human-in-the-loop extends beyond data validation to market testing, focus groups, and brand activation. Jody also shows how CMOs must be technologists without forgetting who they serve and outlines how human touch differentiates B2B strategies in an age of automation.

“Today’s CMOs must embrace technology and data without neglecting who we do the work for, which are the actual people we serve.” – Jody Guetter

In this in‑depth conversation, Jody examines how B2B CMOs can integrate human‑centered strategies into AI‑driven go‑to‑market plans. Drawing on her pivot from luxury retail to fintech, she outlines how marketers must balance rapid data insights with empathetic market testing, focus groups, and brand activation. Jody shares real‑world examples of how human feedback de‑risks significant investments, accelerates adoption, and strengthens trust in both internal stakeholders and end customers, ultimately driving ROI and sustainable growth.

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Episode #203:

Barbara Toens, Global CMO at Gantrex, explores the often-overlooked impact of pricing on trust and long-term business value. She explains that strategic pricing, when aligned with how customers perceive value, often outperforms a sales volume–driven approach in driving profitability. Rather than relying on traditional cost-based models, Barbara advocates for starting with deep customer insights to set prices that reflect both market expectations and brand positioning.

"Pricing is one of the key revenue drivers, and probably the most effective. Your price setting also sends a communication message because your price point signals something. It immediately sets an expectation within your audience." - Barbara Toens

Barbara also underscores the importance of integrating pricing decisions into a broader, cohesive marketing strategy. Maintaining price integrity, she argues, not only strengthens brand credibility but also builds lasting client relationships. By treating pricing as a trust-building tool rather than a quick-revenue tactic, businesses can develop more resilient growth strategies that withstand market shifts and changing customer demands.

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Episode #202:

Rusty Jensen, Chief Revenue Officer at ConnexAI, draws on two decades in contact-center and customer-experience leadership to explain how executives can move beyond AI buzzwords to strategic, high-impact deployment. He clarifies where artificial intelligence delivers immediate gains by automating routine interactions and enhancing the customer experience. He emphasized how disciplined, use-case-driven adoption unlocks trapped capital while positioning teams to innovate faster and serve clients better.

"The limitations are not our ideas or our minds; the limitation is the resources, the ability, the money, the capacity to execute. All AI does is open that up. So, one thing about leveraging AI in B2B is this: stay on the path, identify specific use cases, and work with vendors who have already made it to the other side." - Rusty Jensen

Artificial intelligence is fast becoming the bridge to a future defined by operational excellence and standout customer experiences. Rusty shows that success lies in tackling real-world, high-impact use cases, turning skepticism into measurable gains in profitability, efficiency, and growth. By treating AI as a strategic commitment rather than a tech experiment, leaders can create adaptable, resilient organizations that set the pace in a rapidly evolving marketplace.

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Episode #201:

Ainar Nurk, Chief Sales Officer at Nexi Group, argues that in today’s distrustful climate trust is the decisive currency of B2B growth, demanding company-wide transparency, realistic promises, and long-term value over quick wins. He explains how Nexi’s culture, being rooted in responsible commitments and continuous feedback, converts credibility into lasting customer loyalty, while his own blend of lifelong learning and outside interests models the personal discipline that reinforces professional excellence.

"Everyone must understand their role and the value they bring to the customer. If you cannot deliver a service, do not promise it. Instead, tell the customer, ‘If we cannot help, I know someone who can.’ The goal is always the best solution for the customer." - Ainar Nurk

Ainar underscores that trust, fostered through organization-wide transparency, integrity, and genuine client focus, is the catalyst for turning sales teams into industry thought leaders and for reshaping market standards exemplified by guiding customers from closed-loop to open-loop models, while his own commitment to continuous self-development shows how personal growth fuels business innovation, proving that authentic, client-centric strategies drive ethical and sustainable long-term success in B2B.

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Episode #200:

Vladimir Sitnikov, Chief Marketing Officer at Constructor Tech, explains why trust has become the decisive currency in B2B growth. Drawing on his engineering background, he shows how data fluency and AI-driven insights let marketers move from broad claims to verifiable value, turning cautious buyers into committed partners. Vladimir argues that open product trials, transparent pricing, and well-curated analytics shrink the gap between interest and action, especially in competitive markets where prospects delay outreach.💡

" Trust is critical. It is a deal-breaker not only in B2B but in some specific markets where you cannot go anywhere without trust. People don’t have enough time and attention to understand all the details, so they look for signs of trust before they start listening to whoever is informing them about tools, products, or approaches they need." - Vladimir Sitnikov

Vladimir also highlights culture as the force that sustains these gains. Teams must embrace continuous learning, honest fit assessments, and cross-functional collaboration so insights travel faster than market shifts. When the same data informs product, sales, and support, companies can adjust strategies in real time while maintaining credibility. Trust, data mastery, and cultural adaptability together form a holistic model that equips B2B leaders to convert short-term wins into long-term, sustainable growth.

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