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.“Predictable pipeline is about building a system that learns first, aligns teams, and earns trust. When teams are aligned, growth becomes explainable and repeatable.” - Maryna StavnychaIn this episode, Maryna explains how B2B leaders can move beyond fragmented funnel activity and build learning systems that improve with every cycle. She shares practical guidance on ICP definition, downstream metrics, internal alignment, and customer insight, showing how trust and repeatability turn marketing into a true growth function.Follow Maryna Stavnycha on LinkedInFollow Steve MacDonald on LinkedIn