How Marketing Truly Drives Profitable Growth
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How Marketing Truly Drives Profitable Growth
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Episode #198:
💡 Barbara Toens, Global CMO at Gantrex, brings her pricing PhD and global B2B experience to this in-depth discussion. She explains how marketing earns its C-Suite seat by ensuring every decision starts with deep customer understanding. Barbara shares best practices for VOC calls, cross-functional alignment, and transforming marketing from a cost center to a growth engine. 💡
“When marketing leads customer conversations, we transition from vendor to trusted long-term partner.” – Barbara Toens
In this episode, Barbara Toens explores the strategic role of marketing in driving profitable growth through customer-centric leadership, voice-of-customer initiatives, and value-based pricing. She also learned how CMOs can influence cross-functional teams, build trusted customer partnerships, and move beyond transactional marketing to measurable business impact.
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Follow host Steve MacDonald on LinkedIn