Read more about the article The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

Episode #267: Maryna Stavnycha, Former Chief Marketing Officer at SupportYourApp, explains why a predictable pipeline comes from learning systems, not fragmented funnel activity. She shows how teams can replace guesswork with repeatable loops, sharper ICP decisions, and clearer downstream metrics. She also makes the case that marketing must own business impact, not just output. Her perspective reframes marketing as the function that aligns teams, captures customer reality, and earns trust.

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Read more about the article (3:18 Q&A Video) “Defining the Right ICP Before Scaling Pipeline Experiments”

(3:18 Q&A Video) “Defining the Right ICP Before Scaling Pipeline Experiments”

In this 3:18 video, Maryna Stavnycha explains why predictable pipeline starts with a well-defined ICP. She argues that teams waste time when testing and measurement sit atop weak customer definitions. Her view is that ideal customers are not just buyers but customers who quickly reach value, stay longer, and expand. She also stresses that ICP clarity must come from behavior, data, and testing.

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Read more about the article The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

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Episode #267: Maryna Stavnycha, Former Chief Marketing Officer at SupportYourApp, explains why a predictable pipeline comes from learning systems, not fragmented funnel activity. She shows how teams can replace guesswork with repeatable loops, sharper ICP decisions, and clearer downstream metrics. She also makes the case that marketing must own business impact, not just output. Her perspective reframes marketing as the function that aligns teams, captures customer reality, and earns trust.

Continue ReadingThe Predictable Pipeline Playbook: Moving Beyond Funnel Thinking
Read more about the article (4:02 Q&A Video) “How Voice of Customer Prevents Costly Scaling Mistakes”

(4:02 Q&A Video) “How Voice of Customer Prevents Costly Scaling Mistakes”

In this 4:02 video, Grainne Maycock explains why customer voice is non-negotiable. She warns that misunderstood problems lead to wasted product investment. She highlights real-world constraints like InfoSec, procurement, and integration. She shows how true partnership requires the right people, not just sellers.

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Read more about the article Why Deals Die: The Momentum Problem in B2B

Why Deals Die: The Momentum Problem in B2B

Episode #451: Grainne Maycock, Chief Revenue Officer at Acolad Group, explains why deals lose momentum. She outlines how internal friction and misalignment quietly stall progress. She also shares how trust is built through transparency and consistent follow-through. She closes with practical ways to operationalize customer voice and communication.

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Read more about the article Why Deals Die: The Momentum Problem in B2B

Why Deals Die: The Momentum Problem in B2B

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Episode #451: Grainne Maycock, Chief Revenue Officer at Acolad Group, explains why deals lose momentum. She outlines how internal friction and misalignment quietly stall progress. She also shares how trust is built through transparency and consistent follow-through. She closes with practical ways to operationalize customer voice and communication.

Continue ReadingWhy Deals Die: The Momentum Problem in B2B
Read more about the article From CMO to CRO: Marketing and Sales Alignment

From CMO to CRO: Marketing and Sales Alignment

Jake Braly, CRO at Krisp, reflects on his transition from CMO to CRO, highlighting the need for strong alignment between marketing and sales teams. He stresses the importance of a unified understanding of target buyers and a focus on driving revenue growth. Jake also delves into how the role of marketing is evolving in B2B contexts and the significant impact content has on buyer decision-making.

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