From Trail to Takeaway
Each episode starts with a business question and ends with a leadership takeaway.
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How to Turn AI Deployment Into Measurable Growth Outcomes
A lot of companies have some version of the same objective sitting in a strategic plan: We need to deploy AI. That sounds a little like me saying, “I bought an automatic leash. Therefore, Dusty and Tanner are walked.” No. I bought a piece of technology. The dogs still need a destination. Someone still needs… Watch episode
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Walking in Sync: B2B Funnel Orchestration Across One Revenue Team
Your buyer should not have to manage your internal handoffs. Episode 15 explores how one revenue team connects buyer signals, context, ownership, and next actions. Watch episode
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Who Is Holding the Leash? Why Growth Strategy Fails Without the Right Skills and Resources
Every once in a while, Tanner spots something during our walk and decides we have a new strategic direction. A squirrel. Another dog. A bicycle. Apparently, anything moving faster than I am deserves immediate pursuit. At that moment, the route we planned matters less than one practical question: Who is holding the leash? Leadership teams… Watch episode
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Your GTM Strategy Has Too Many Routes
Too many routes can stall growth. Learn how to choose the go-to-market motions that fit your destination, buyers, economics, and capacity. Watch episode
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Your ICP Has Gone Stale: How to Refocus Your Market and Sharpen Your Positioning
Your ideal customer profile can go stale fast. Learn how to refocus the market, sharpen positioning, and align growth around the buyers you can truly win. Watch episode
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How to Measure Brand Marketing: From Brand Vibes to Numbers on the Scoreboard
Brand marketing needs more than vibes. See how to measure brand impact by connecting the right audience to outcomes that matter. Watch episode
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Your Teams Can Hit Every KPI and Still Miss the Growth Goal
Teams can hit every KPI and still miss the goal. Align metrics to a shared North Star so activity translates into growth. Watch episode
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Future-Back Growth Strategy: Turn the Map Around Before You Execute
Start with the destination, not the map. A future-back growth strategy helps teams align priorities before execution begins. Watch episode
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Your TAM Is Probably Lying to You
TAM estimates can hide the customers you can actually reach. Reframe market sizing around SAM, SOM, and a focused target-account list. Watch episode
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Your AI Strategy Is Only as Good as the Data It Cannot Find
AI strategy breaks down when critical customer context is missing. Build the data foundation and operating model that make smarter decisions possible. Watch episode
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Why Your Dashboard Is Not a Growth Diagnosis
A dashboard shows activity, not diagnosis. Learn how to turn signals into a clear growth baseline and decide what deserves action. Watch episode
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Your Revenue Team Is Not a Team If Everyone Is Running a Different Play
Revenue alignment fails when every team runs a different play. Create shared handoffs and one customer journey from first touch to expansion. Watch episode
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The Butterfly Effect of GTM: How Small Operational Fixes Compound Into ARR
Small go-to-market fixes can compound into meaningful ARR. See how operational choices across the funnel create momentum over time. Watch episode
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Your Marketing Doesn’t Have a Campaign Problem. It Has a Priority Problem.
Campaigns falter when everything is a priority. Focus marketing on the few outcomes that matter most, then align resources and execution around them. Watch episode
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Get to SAM Quickly:
SaaS growth starts with the right accounts, not more accounts. Define a focused serviceable market and prioritize the buyers most likely to drive durable growth. Watch episode
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Chasing CAC? You Might Be Walking the Wrong GTM Dog
Chasing CAC can send growth in the wrong direction. Learn when acquisition efficiency hides a flawed go-to-market path and what to measure instead. Watch episode
Check out my Case Studies
Turning Demand Into Sales Pipeline
Meru Networks
Putting Unit Economics Behind Growth
GoGrid
Connected acquisition strategy with customer economics by using CAC, customer value, payback and revenue modeling to determine where marketing investment could scale profitably.
Turning Campaign Marketing Into a Revenue System
HP
Led integrated acquisition and nurture programs supporting HP’s commercial business, redesigned campaign planning around audience and revenue priorities, and introduced multi-touch measurement. An omnichannel pilot increased opportunity influence 27% quarter over quarter.
Scaling Global Demand Through ABM
Citrix
Designed an integrated global campaign architecture and pioneered Citrix’s first global ABM framework across North America, EMEA and APJ, contributing to 25% YoY growth in marketing-influenced pipeline and 42% growth in net-new contacts.
Building a Growth Engine from the Ground Up
ClearStory Data
Built the company’s first scalable demand engine across positioning, digital acquisition, website personalization, nurture, automation and sales alignment. The result: 115% above pipeline target and $17M in ARR pipeline.
Connect with me
When a new product is introduced, or growth is not yet meeting KPIs, your marketing function likely needs to start looking very different and you need to adjust initiatives to predictably scale revenue by developing a more sophisticated, data-driven marketing function that efficiently produces results. Tune in for advice and a roadmap to sustainable growth!