Read more about the article Unlocking the Business Value of AI Personalization

Unlocking the Business Value of AI Personalization

Episode #349: Alysha McCree, Head of Marketing at FPT Americas, explains why simply claiming AI leadership no longer sets a company apart. She shares how domain knowledge, governance, and meaningful outcomes can demonstrate real value. Alysha discusses adapting marketing as buyers use AI to evaluate vendors and rely on outside sources for trust. She also describes using AI and company data to improve decisions, equip teams, and assess future events.

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Read more about the article (2:19 Q&A Video) “Improve AI Learning With Prompts, Documentation, and Practice”

(2:19 Q&A Video) “Improve AI Learning With Prompts, Documentation, and Practice”

In this 2:19 video, Alysha McCree shares how her team learns to use AI through ongoing experimentation and peer teaching. They build documentation and prompt libraries to help one another get better results. She connects those internal practices to how the company helps software engineers work more efficiently. Her approach is to experiment, document, standardize, and continue optimizing what works.

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Read more about the article Category Leadership: Setting the Foundations of Success

Category Leadership: Setting the Foundations of Success

Episode #348: David Carrel, Global Chief Marketing Officer at Thomson Reuters, explains how category leadership goes beyond thought leadership to shape how a market thinks. He outlines the foundations, from identifying a market shift and proving value through the product to building a shared narrative and company-wide operating system. He also explains how customer insight and cross-functional accountability help turn market leadership into action.

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Read more about the article Part Seventeen: The Revenue Logic of Customer Obsession

Part Seventeen: The Revenue Logic of Customer Obsession

Episode #347: Melanie Zmetek Naconecy de Souza, Chief Marketing Officer at AERTEC, explains why customer obsession begins with clarity. She shares how purpose, shared customer understanding, and brand consistency align complex B2B organizations. Her perspective shows how marketing can build trust before a sales conversation begins.

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Read more about the article (1:54 Q&A Video) “Customer Understanding Is a Core Business Discipline”

(1:54 Q&A Video) “Customer Understanding Is a Core Business Discipline”

In this 1:54 video, Melanie Zmetek Naconecy de Souza explains why B2B customer understanding must begin with people. She shares how buyers bring priorities, challenges, and trust concerns into every decision. Her message reframes customer obsession as a business discipline, not a B2C practice.

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Read more about the article The Growth Asset Most Companies Barely Use

The Growth Asset Most Companies Barely Use

Episode #346: Ashley Deibert, a three-time Chief Marketing Officer, explains why customers are one of the most valuable growth assets B2B companies often underuse. She shares how loyalty, advocacy, and ongoing customer partnership can protect revenue while creating trust with future buyers. Ashley also explains why long-term growth requires patience, quick wins, and a customer voice that shapes every part of the business.

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Read more about the article The Growth Pivot: Stop Building for Yesterday’s Customer

The Growth Pivot: Stop Building for Yesterday’s Customer

Episode #345: Charlie Harris, Chief Marketing Officer at Connective3, explains why past success cannot define a company’s next growth strategy. She shares how direct conversations with enterprise buyers revealed new challenges, changed positioning, and strengthened internal decisions. Charlie also explores the revenue impact of customer insight, executive events, thought leadership, and LLM search.

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Read more about the article (5:37 Q&A Video) “Valuable Peer Conversations Create Trust Before the Pitch”

(5:37 Q&A Video) “Valuable Peer Conversations Create Trust Before the Pitch”

In this 5:37 video, Charlie Harris explains why executives shouldn't measure conversations only by immediate sales results. Open discussions give leaders a rare view of what buyers are trying to solve. She shares how peer learning and useful insights create value across a longer buying journey. Trust grows when every interaction offers more than a product pitch.

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Read more about the article Part Sixteen: The Revenue Logic of Customer Obsession

Part Sixteen: The Revenue Logic of Customer Obsession

Episode #344: Vincent Placer, Chief Executive Officer at Teletech, explains why customer conversations should be treated as a source of business value, not simply a customer service cost. He shares how companies can use the voice of the customer to identify churn risk, uncover growth opportunities, and improve the customer experience. He also explores how AI can turn thousands of customer interactions into actionable insight.

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Read more about the article Part Fifteen: The Revenue Logic of Customer Obsession

Part Fifteen: The Revenue Logic of Customer Obsession

Episode #343: Tim Farrel, Chief Sales Officer at Soleo, explains why customer obsession is the operating logic behind sustainable revenue growth. He shares how companies can replace heroic wins with repeatable systems, build trust before buyers are ready, and align teams around customer needs. Tim also explores how AI can reveal intent within customer conversations. The human relationship remains essential to every outcome.

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