How to Build the Reputation Layer That Makes Revenue Easier - with Jillian Als

Everyone knows brand matters. Almost nobody structures it like a system. So what does it actually take to make brand drive revenue instead of just sitting in a deck? Jillian Als, CMO at Leadfeeder (formerly Dealfront) and a nearly two-decade veteran of B2B SaaS marketing, joins Michael Jäger to break down how she rebuilt her company's brand from the ground up, and why she killed the two-brand strategy that was costing Leadfeeder its focus. In this episode: ✌️ Win #1 — The internal creator program: how Jillian and her team turned employees into LinkedIn creators, using Claude and a points-to-swag system, for a 20x jump in impressions over the company page. ✌️ Win #2 — Mission, purpose, and vision first: why Jillian rebuilt the brand foundation before scaling any content, and how it aligned every customer interaction. 🌱 Fail — The newsletter that went nowhere: a six-month sponsorship with zero measurable return, and why "just get a list" is bad marketing advice in 2026. Whether you're a CMO, a founder, or a marketer trying to make brand measurable, this episode gives you a concrete way to build it, staff it, and prove it against revenue. Connect with Jillian on 🔗 LinkedIn: https://www.linkedin.com/in/jillianals/ 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 — Intro & Jillian's background 04:58 — The Dealfront to Leadfeeder rebrand and identity crisis 02:56 — Why B2B buyers are harder to track than ever 04:32 — Rapid fire: myths, reputation, and the most underrated skill 06:20 — Win #1: building an internal LinkedIn creator program 09:44 — Proving revenue impact with Fibbler 10:31 — Win #2: vision, mission, and purpose as the brand foundation 13:22 — The fail: the newsletter sponsorship that went nowhere 15:55 — Key takeaways 18:35 — Where to find Jillian and upcoming events