The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers.

• Defining and aligning around a go-to-market strategy
• The power of a unified sales and marketing narrative
• Challenges in measuring marketing and sales effectiveness
• The importance of buyer experience and reducing friction
• Being audacious and innovative in marketing leadership

Time Stamps
01:15 - Evolution of the podcast and guest introduction
04:20 - Defining go-to-market strategy
10:45 - Aligning internal teams through narrative
18:30 - Measuring success and revenue alignment
26:50 - The role of AI in research and decision-making
33:10 - The need for audacity in marketing
41:00 - The Value Pros mission and buyer experience
52:00 - Pro bono work and social impact

Main Takeaways

• A strong, unified narrative aligns teams and drives better go-to-market execution.
• 59% of B2B buying decisions are influenced by the buying experience, not just the product.
• Pipeline equals permission—consistent results give marketers the freedom to innovate.

Subscribe, share the episode, and connect with Bruce Scheer and Lee Judge on LinkedIn for more insights.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation.

• The critical role of clean data in powering AI for marketing
• Building brand awareness to drive top-of-funnel growth
• Creating dashboards and aligning metrics with revenue goals
• Understanding attribution models and sales cycles
• Using AI to accelerate research and content development

Time Stamps
00:00 - The Power of Data in AI & Marketing
00:41 - Host Introduction & Book Insights
02:27 - Recognizing Product Awareness Gaps at Primo Water
04:42 - Shifting Budget to Top of Funnel Awareness
07:04 - Connecting Awareness to Revenue & Gaining C-Suite Buy-In
08:02 - Measuring Brand Awareness: Tools & Strategies
11:19 - Tracking Brand Performance: Surveys, Sentiment, and More
16:36 - Building Effective, Cross-Functional Dashboards
19:57 - Attribution Models: First Touch vs. Last Touch
25:40 - Data Readiness for AI: Building the Foundation
28:23 - Using AI Internally & Delivering Value to Clients

Main Takeaways

• Without clean, structured data, AI cannot deliver meaningful insights or automation.
• Marketers must connect top-of-funnel awareness efforts to revenue to justify budget shifts.
• Start using AI internally to build organizational readiness before deploying it externally.

Subscribe and share this episode to help others align marketing, data, and AI for better results.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors.

• Differences in marketing strategies across industries and personas
• The evolving role of AI and the importance of foundational marketing skills
• Challenges with attribution and the rise of dark social
• Effective sales and marketing alignment and communication
• Clarifying and redefining account-based marketing (ABM)

Time Stamps
01:10 - Introduction to Mary Keough and her marketing background
06:45 - Marketing to engineers vs software buyers
15:30 - The role of AI and the value of human insight
25:00 - Attribution challenges and dark social
35:20 - Sales and marketing alignment strategies
45:00 - Redefining ABM and leadership's role

Main Takeaways

• Marketing must take ownership of strategy and not rely solely on sales to drive initiatives.
• AI is a powerful tool, but it requires human expertise to ensure accuracy and relevance.
• True ABM success requires cross-functional alignment and leadership buy-in.

Subscribe and share this episode to help others improve their marketing and sales alignment.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.