ayeQ Answers

Why do great marketing strategies fail to get executed?In this episode, Eric Dickmann, fractional CMO and founder of The Five Echelon Group, shares his 10-80-10 AI Framework — a simple way for small marketing teams to scale output without losing strategy or brand voice.We discuss how to use AI as an execution engine, why marketers should think like architects and editors (not just creators), and how lean teams can perform like full-scale agencies.If you’re trying to do more with less, this episode is packed with practical insights you can apply right away.Guest: Eric Dickmann, Founder and CMO, The Five Echelon Group

AI in revenue forecasting is inevitable. But most executives don’t trust the answers.Why?Because AI can’t fix what it can’t see.In this episode of ayeQ Answers, we break down why most B2B companies don’t actually have a model of how revenue works—they have data, stages, and dashboards.We explore:why forecasts are often wrong (and hard to trust)how a clear revenue model changes board-level conversationswhat it takes to move from reporting → decision-makingand why AI only becomes useful once your GTM system is structuredIf you’ve ever questioned your forecast—or your AI—this episode will show you what’s missing.

This episode is Part 3 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group.In this conversation, we focus on the data and AI layer — the foundation underneath modern GTM strategy that determines whether everything above it is scalable… or fragile.Drawing on insights from Adverity’s State of Data report and real-world GTM operating experience, we unpack why data quality has quietly eroded across most organizations — and why AI is now exposing that reality instead of fixing it.You’ll learn:Why CMOs estimate that nearly half of their GTM data is incomplete, inaccurate, or outdatedWhy teams have normalized poor data quality as “good enough”Why AI amplifies bad data rather than correcting itWhy CRM, marketing automation, and finance systems weren’t built for analyticsWhy analytics — not automation — is the fastest path to cleaning data and enabling AIThis episode closes the series by explaining why even the best buyer, brand, and ABX strategies collapse without a trusted data foundation — and what GTM teams must fix to move forward with confidence.

This episode is Part 2 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group.In this conversation, we focus on the brand and demand layer — and why brand is no longer a communications function, but a confidence-driving system that determines whether buyers feel safe enough to move forward.Building on the buyer dynamics explored in Part 1, this episode examines how emotional confidence, cultural resonance, and social proof shape the entire B2B buying journey — long before intent signals ever appear.You’ll learn:Why modern B2B buyers choose the most defensible option, not the “best” oneWhy brand, demand, and ABX must operate as one coordinated systemHow hidden process buyers influence shortlist inclusion and late-stage decisionsWhy disconnected messaging creates risk inside buying groupsHow confidence forms — and collapses — across complex buyer committeesThis episode reframes brand as the system that closes deals by building trust and alignment across the buying group.Next up: Part 3 explores the data and AI foundation underneath GTM — and why broken data breaks even the best strategies.

This episode is Part 1 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group.In this conversation, we focus on the buyer layer — and why modern B2B deals stall even when everything appears to be going well.Drawing on research from the B2B Institute, we unpack how buying power is split between visible technical buyers and largely invisible process buyers — and how this dynamic leads to late-stage deal stalls, quiet rejections, and “no decision” outcomes.You’ll learn:Why half of the real decision-makers in B2B buying groups are invisible to marketing and salesHow process buyers quietly veto vendors late in the buying processWhy defensibility matters more than differentiation in modern B2B decisionsHow social proof, relationships, and brand familiarity influence buyer confidenceWhy Millennial and Gen Z buyers are reshaping trust and credibility inside buying groupsThis episode sets the foundation for the series by reframing how B2B buying actually works — and why GTM strategies must evolve to support confidence-driven decisions.Next up: Part 2 explores brand as a confidence-driving growth system, and why brand and demand must operate as one adaptive GTM engine.

Malbek has made remarkable strides in growth over the past two years — achieving more than 50% annual growth and, most recently, recognition in the Gartner Magic Quadrant as an industry leader in Contract Lifecycle Management.In this episode, ayeQ Founder and Host Dana Marxer sits down with Ed Breault, Malbek’s Chief Marketing Officer, to discuss how his team built the infrastructure for growth — one rooted in process discipline, data-driven execution, and a culture that embraces measurable progress.Ed shares what it really takes to transform a marketing organization into a predictive, AI-led growth engine; how Malbek positioned itself as a market disruptor in a $30 billion industry; and the leadership mindset required to scale efficiently, sustainably, and with purpose.

In this episode of ayeQ Answers, host Dana Marxer, Founder of ayeQ, sits down with Wendy Warner, a transformational growth leader who’s scaled B2B manufacturing companies from $600M to $2B through private equity ownership, IPO, and acquisition.Wendy shares her framework for building sustainable, scalable growth — the Solution-Oriented Relationship Approach (SORA). Together they unpack what it takes to align strategy to execution, create value through partnerships, and increase enterprise value in a PE-backed environment.🎧 Tune in to learn how SORA helps companies defend their base, open new markets, and scale with structure, transparency, and resilience.

What does it take to break out of the founder grind and actually scale a SaaS business?In this episode of ayeQ Answers, host Dana Marxer sits down with Jason Bennett—2x founder, B2B SaaS coach, and ex-SpecOps operator—to unpack the real barriers that keep technical founders stuck. From stalled sales to go-to-market chaos, Jason helps CEOs rebuild the foundation so they can lead—not just survive.You’ll hear what most founders get wrong about growth, how to step back without losing control, and what it really means to scale with clarity, confidence, and a team that can run without you.

In this episode of ayeQ Answers, host Dana Marxer sits down with Leah Russo—strategic CMO, RevOps advisor, and founder of Novara—for a candid conversation about growing B2B SaaS companies without losing yourself in the process.They dive into:• Why GTM leaders burn out—and how to prevent it• How authenticity fuels alignment and performance• What it really takes to build sustainable growthIf you're leading go-to-market strategy and want to grow smarter—not just faster—this episode is for you.

What happens when a CMO becomes a CRO? In this episode, Dana Marxer sits down with Sanja Gabler, Chief Revenue Officer at Trapets, to unpack the powerful perspective she gained by crossing over from marketing to sales. Sanja brings a rare blend of empathy and insight—she’s lived both sides of the growth function and now champions alignment from the top.You’ll hear what surprised her most when she stepped into sales leadership, the advice she wishes every CMO understood about the pressures of revenue accountability, and why finger-pointing between sales and marketing is a sign of deeper organizational misalignment. If you're in either function—or leading both—this is a masterclass in bridging the gap, building trust, and creating one unified go-to-market engine.

What does it take to scale a go-to-market function when everything is moving fast—and breaking even faster?In this episode, Dana Marxer speaks with Isabelle Papoulias, Head of Strategic Operations and Marketing at EliteOps, about navigating the complexity of hypergrowth. Isabelle brings a rare blend of CMO, Chief of Staff, and now cross-functional operations experience—including finance and HR. She shares how B2B companies, especially those backed by private equity, can align strategy, people, and execution in a high-pressure, founder-led environment.This conversation dives into the evolving role of marketing and ops in GTM success, how to lead through scale without losing focus, and why understanding the mindset of founders is crucial when building a platform for sustainable growth.

In this episode, Dana Marxer sits down with Dan Albaum—servant leader, B2B marketing strategist, and host of the award-winning Market Impact Insights podcast—to explore what truly makes a great leader in today’s B2B world.Dan shares his perspective on the six dimensions of exceptional leadership, drawn from decades of experience guiding high-performing teams and elevating brand and demand strategies across the B2B tech space.Whether you're an executive or emerging leader, this conversation will challenge how you think about influence, alignment, and leading with impact.What servant leadership really means in a B2B context  How leadership affects go-to-market success  Developing leadership at every level of the organization  Practical takeaways for leading with purpose and clarity Listen now and discover what it takes to lead in a way that truly matters.

In this episode, Dana Marxer sits down with Kristen Rachels, Chief Marketing Officer at Itential, to explore one of the most pressing challenges for B2B marketing leaders today: proving marketing’s true contribution to growth. Kristen shares how modern CMOs must move beyond vanity metrics and lead with data that reflects impact on revenue, pipeline, and company strategy. You’ll hear why so many organizations struggle to get these metrics, how marketing can gain credibility with the C-suite, and what it really takes to become a strategic growth driver in a B2B business. Whether you’re a marketing leader trying to elevate your influence—or a CEO wondering what marketing should be accountable for—this episode will give you actionable insight and a fresh perspective on marketing’s evolving role in the growth function.Kristen Rachels is a full-stack CMO who’s spent over two decades growing B2B tech companies. She currently serves as the CMO at Itential, an enterprise IT SaaS company, where she’s spent the past 6+ years helping take the business from its early days defining a market to becoming a recognized leader in it. Kristen’s a true startup-to-scaleup CMO who’s not afraid to get into the weeds—whether that’s shaping strategy, building pipeline, or partnering with sales to make the numbers real.

In this episode, B2B CMO and Go-to-Market strategist Lisa Sharapata dives into the essentials for creating high-performance teams. Hear Lisa’s experience developing a culture of creativity, innovation, and dedication that has true impact in the path to hypergrowth for B2B companies. Don’t miss her 3 takeaways that you can take back to your organization and change the game for success.

Rhys Williams, Founder of Domestique, a RevOps consulting agency, defines what true strategic RevOps really is. Listen in as ayeQ Founder Dana Marxer and Rhys talk about why so much of the B2B market is getting it wrong when they use the term “RevOps” in their organizations. Rhys talks about how they define RevOps at Domestique and why it matters if you want to realize the ROI touted by the analyst community. Rhys also gives some practical takeaways for RevOps leaders to create a RevOps discipline.

In this episode of the ayeQ Answers Podcast, Dana Marxer sits down with Greg Guido, a seasoned B2B growth leader, to explore the future of the B2B CRO role. Greg delves into the fundamentals of growth, the evolving role of the Chief Revenue Officer, and how companies can align culturally, functionally, and operationally to support this critical leadership position. Whether you're considering a CRO role or already in the seat, Greg shares valuable advice on RevOps discipline, executive alignment, and building a winning revenue team. Don't miss this insightful discussion!

In this episode of the ayeQ Answers Podcast, Dana Marxer sits down with Greg Larsen, an expert in B2B SaaS growth strategy, to discuss the critical role of annual growth planning in driving sustainable success. Together, they unpack the unique challenges SaaS companies face, explore the latest trends in RevOps adoption, and share actionable strategies for setting ambitious yet achievable growth targets. Learn how to navigate board expectations, align Sales, Marketing, and Customer Success, and ensure execution stays on track. Whether you’re a CEO, CRO, CFO, CMO or RevOps leader, this conversation is packed with insights to elevate your growth planning process. Don’t miss it!

In this episode of the ayeQ Answers Podcast, recorded back in September of 2023, Dana Marxer interviews Greg Jones, Chief Revenue Officer of BizzDesign, and Christoph Risch, their fractional RevOps Leader, to explore how a disciplined RevOps function has transformed their business. Greg and Christoph share insights on the power of RevOps processes, modeling, and culture in driving predictability, accountability, and alignment across teams. If you're a B2B SaaS executive looking to elevate your growth strategy, this conversation is packed with actionable takeaways you won't want to miss!