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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

Joshua Leatherman has been CMO at Service Express for 9 years now—during that tenure, revenue has grown from 30 million to 130 million, marketing efforts now contribute a whopping 70% of qualified leads in their sales pipeline, and their NPS score is currently at 90. Behind these impressive numbers is a lot of hard work, gaining executive buy-in, inspiring staff with an employee-first organizational purpose, and building a customer experience that drives satisfaction and referrals.

Leatherman is an expert on the metrics that matter, both the impressive ones listed above, and the ones that you look at behind the scenes to get there. It’s not about the number of meetings, it’s about the number of quality meetings; not the number of prospects, but the strategy behind how prospects are brought in and engaged. In this episode, you’ll get an up-close look at CMO math as Leatherman discusses how they calculate ROI and the essential steps to building a revenue-generating marketing engine. For more on measuring metrics that matter, check out chapter 10 of our B2B Brand Strategy Guide, here.

Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with a large service component. What role did marketing play in developing these relationships and garnering this reputation? Drew sits down on this week’s episode with Mandy Dhaliwal, Dell Boomi’s CMO and certified sommelier, to discuss how she kept Boomi’s marketing initiatives grounded in company strategy in order to modernize engagement across the board.

When she joined in 2018, Mandy hit the ground running: she developed a company purpose within a six-week period (during a holiday, no less!), presented the positioning at the annual sales kickoff, and oversaw a complete rebrand with a clearer customer focus than ever before. This week’s Renegade Thinkers Unite is packed with remarkable insights. Check it out! Additionally, for a closer look at building a company purpose like Dell Boomi’s, take a look at chapter 3 of our recent guide to effective B2B brand strategy.

Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

How important are your customers to your business? This one should be a no-brainer—the relationships you build with your customers are vital to success. Leaders that actively focus on customer engagement and satisfaction are able to nurture a customer-base that will champion your product on your behalf and help push innovation. With a wealth of experience under his belt, Chip Rodgers, CMO of WorkSpan, knows the quantifiable value of cultivating customer champions and is here to tell us how he nurtured these relationships from WorkSpan’s early startup days to now.

Chip puts a special emphasis on building and retaining trust, and shared a perfect Bill McDermott quote on the subject: “Trust is earned in drops and lost in buckets.” For more gems like this, listen in to this week’s Renegade Thinkers Unite and learn about how cultivating customer champions can boost your business value, shape your product, and bring in new prospects. Plus, for additional material on the subject, take a look at the aptly named 8th chapter of our guide to effective B2B brand strategy, “Cultivate Customer Champions.”

Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

It’s tough enough to build a company’s marketing engine from the ground up, but Isabelle Papoulias, CMO of Mediafly, successfully navigated through not just one, but two acquisitions within a six-month period. What did she learn? Not all acquisitions are created equal: it was two weeks before their second acquisition announcement when Isabelle, in conversation with her CEO, realized they had an opportunity to completely pivot their brand messaging for the better and decided to scrap their original plan. While this would be considered risky to most, the decision ultimately elevated Mediafly to a new level within the sales enablement category.

Join us on this week’s episode of Renegade Thinkers Unite to hear all about Isabelle’s experience during these back-to-back acquisitions, how their campaign brought both expected and unexpected successes, and why ABM goes beyond marketing to give a company a surround-sound approach to targeting valuable prospects. If you’re looking for additional materials on polishing a brand—which can be helpful in scenarios like Isabelle’s—take a look at our comprehensive guide to effective B2B brand strategy, here!

Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

When purpose moves front and center, a company can attract better talent and better customers. This is not conjecture. Dov Baron, via his leadership consulting practice, has proven it over and over. Dov, who is also a top podcaster, best-selling author and speaker, gets to purpose by asking the tough questions. No wonder he sees himself as the “father of dragons,” helping executive teams find their own distinct purpose, and a collective purpose for the organization. This means digging deep and even exploring one’s biggest fears. There’s obviously a lot more to it and we spend a lot of time in this episode exploring why “starting with why” is in fact just the beginning of every organization’s purpose-seeking journey.

On this week’s episode, Dov and Drew are also joined by a live audience of industry-leading CMOs, who weigh-in and help shape the engaging discussion. Listen in for more about the best way to find the why of your why, which questions you really should be asking to get there, and how to get tangible results from shining a light on your company’s purpose.

Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. That’s part of what happened with White Ops, and on this episode, Dan Lowden, CMO, discusses how.

White Ops is fueled by their purpose-driven mission to disrupt the illicit economy built by cybercriminals; that mission has caught fire and stands as a sterling example of why purpose is a must. Tune in to hear about how they formed their mission, how they show it to the world, why they shun the hard sell, and how an overarching purpose came from a simple t-shirt that just read “human.”