Experience-Focused Leaders

Your host, Alex Shevelenko, talks with the CEO, Host, and Head Coach of Categorynauts, Mark Organ. Mark Organ is a firm believer in the power of customer advocacy. Firstly, customers should feel like part of the team, this sense of identity and connection can turn them into "superheroes" for the brand. Secondly, it's crucial to show customers the impact they're making on the company. Lastly, companies should help their customer advocates prosper in their personal and professional lives. This can be achieved by providing opportunities for career growth, such as writing content or speaking at events.Category development is all about serving a specific persona or niche. In the case of Eloqua, these were the demand-generation professionals who came from engineering and sales backgrounds. By focusing on serving these professionals, Eloqua was able to dominate the category and achieve significant growth.In today's digital age, capturing attention is a challenge. Mark believes that community plays a crucial role in creating relevant content, allowing companies to mobilize their best customers and involve them in content creation.To learn more about Mark's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the President and Chief Marketing Officer of Domestic & General, Gayle Terry. Gayle's career trajectory is unique, starting in general management before transitioning into marketing. Her passion for customer experience and marketing developed from working in industries that didn't prioritize the customer. She started in operational roles, running contact centers and field forces, which allowed her to understand customer interactions and employee needs. This experience was instrumental in her transition into customer retention and product development roles, broadening her understanding of business factors that contribute to a great customer outcome. Gayle talks about the importance of connecting the dots between customer experience, employee engagement, and business profitability.Domestic & General operates as a B2B2C brand, collaborating with well-known manufacturers and retailers to offer protection plans. This partnership with various brands means they have a diverse range of customers with different demographics and interests. To cater to these customers, the company invests in data-driven marketing and data science to understand individual customer needs and provide personalized offers.To learn more about Gayle's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the Co-Founder and GP of HyperGrowth Global Partners, Guillaume "G" Cabane. As the "godfather of growth," Guillaume's approach to growth and how he helps teams transition from relying on tried and true methods to embracing experimentation. Guillaume comes prepared with a bag of tricks based on his past successes but gradually encourages teams to take more risks and try new things. The concept of growth as we know it today originated from B2C platforms like Facebook, which had the advantage of testing different website experiences due to their high usage volume. This approach gradually made its way into the B2B world in the mid-2000s, albeit with a focus on demand generation and growth hacking. Despite B2B companies not having the same volume as B2C platforms, they still employ engineers and analysts to drive growth. Guillaume also highlighted the emergence of product-led growth (PLG) in B2B SaaS companies, where growth teams concentrate on testing and optimizing the app. However, he noted that many businesses adopt a combination of PLG and sales-led approaches, depending on their specific needs.Failure is a normal part of the job for growth teams, as they launch multiple experiments to find the ones that succeed. You're challenged as a growth leader to maintain the different mindsets required for growth teams as the company scales. To learn more about Guillaume's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the Co-Founder and CEO of Scenery, Mike Folgner. Mike's journey began at Stanford Business School, where he started his first company, Jump Cut, founded in 2005, focused on video sharing and allowed users to share videos without the need for downloading. This was a revolutionary concept at a time when video was primarily shot on film. With the idea of bringing digital sharing to video. Inspired by the success of photo-sharing platforms like Shutterfly.Mike saw the rise of social media platforms like Facebook and Twitter, which were feeding the virality of YouTube videos. Recognizing the structural limitations of incumbents like Yahoo, he saw an opportunity to create a platform that allowed rights holders to quickly post highlights to social media.Mike believes that the future of content will involve deeply integrating video with other mediums, allowing for different learning styles and preferences. Mike acknowledges the potential of AI in content creation but believes that human decision-making and editorial processes should remain the primary drivers. He emphasizes the importance of collaboration and teamwork in the content creation process. To learn more about Mike's work at Scenery, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

In this episode, your host Alex speaks to Sales with Marketing Business Agility & OKRs Master Coach at IBM, Anthony Coppedge. Anthony, a leader in global digital sales at IBM, discusses his approach to enterprise sales and how he is driving agility at IBM. He emphasizes the importance of a client-centric approach, learning from failures, and adopting a servant leadership mindset. Anthony also shares the five values they promote at IBM: respect, openness, courage, empathy, and trust. Alex and Anthony also discuss the importance of adopting a service-oriented mindset in B2B sales and how AI and digital tools can enhance the customer experience and drive better sales outcomes. Anthony also stresses the importance of agility in sales and marketing teams and the need for alignment between these teams.To learn more about Anthony's work at IBM, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the VP at Platform Ecosystem of HubSpot, Scott Brinker. Joining us today is the godfather and one of the biggest influencers in the MarTech Community, Scott Brinker — the VP of Platform Ecosystem at HubSpot! Scott Brinker has over 20 years of experience at the intersection of marketing and software. He is the creator and editor of the Chief MarTech blog. He is also the founding Program Chair of the MarTech Conference and author of the book “Hacking Marketing: Agile Practices to make marketing smarter, faster, and more innovative”. Scott is a frequent keynote speaker on marketing and technology topics worldwide and has written articles published by AdAge, Adweek, Harvard Business Review, InformationWeek, TechCrunch, and VentureBeat. To learn more about Scott's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the Co-Founder, CEO, and Managing Partner of Alchemy Crew, Sabine VanderLinden. Alchemy Crew validates corporate venturing activities for established market players to yield successful collaborations and partnerships. They deploy commercialization frameworks to accelerate the most effective engagement with FutureTech growth ventures. They do so to create long-term sustainable impact, turning emerging threats into an unfair advantage.Alchemy Crew doesn’t leave corporate venturing to chance. Their Virtual Venture Labs are 4 to 6-month engagement and acceleration mechanisms that turn venture validation and commercialization activities into reliable, scalable, repeatable co-creation processes. Their goal is to industrialize and democratize your corporate venturing initiatives.To learn more about Sabine's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the Founder of Lookout, Kevin Mahaffey. Lookout Cloud Security Platform is the only cloud-native solution that delivers zero trust security by reducing risk and protecting your corporate data on any device, any app, and any location. With a centralized dashboard and unified policy framework, Lookout helps you consolidate vendors for endpoint security and cloud security.Lookout's mission is to secure and empower productivity in a privacy-focused world, where work can happen anywhere. As the leading provider of Data-Centric Cloud Security, Lookout sets a new standard for helping businesses protect the sensitive data and information they care about most.To learn more about Kevin's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the Vice President and General Manager of NWS, Glenn Poulos. Established in 2012, NWS is a technology infrastructure solutions provider committed to helping companies of all sizes build the connected world of today and tomorrow. From custom connectivity, kitting, logistics, telecom infrastructure materials, and test and measurement solutions, their goal is to develop and deliver solutions for what the world needs next.NWS's cable solutions showcase cutting-edge copper, fiber, and hybrid designs. With a proficient team of engineers, manufacturing, and supply chain experts, they can tailor these custom cable solutions to your precise specifications, ensuring your organization benefits from the most reliable and efficient telecom solutions on the market.To learn more about Glenn's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.

Your host, Alex Shevelenko, talks with the best-selling author on B2B Marketing and Sales for Early Stage SaaS, Tech, and B2B Services of Modern Revenue Strategies, Mark Osborne. Working with CEOs and Sales Leaders at SaaS, Tech, and B2B Services firms for the last 20 years, Modern Revenue Strategies knows the importance of system-based solutions for growth; using data and technology for Revenue Systems that attract the right customers, Accelerate opportunities through the Pipeline, and Activate clients for renewals, upsells, and referrals. Mark Osborne. Recognized by AdAge Magazine as a “Marketing Technology Trailblazer" in 2017, Mark Osborne brings decades of experience creating Revenue Systems that integrate Sales, Marketing, and Customer Success for SaaS, Technology, and B2B Services firms navigating long sales cycles and complex buying committees to secure large contracts.To learn more about Mark's work, click HERE, HERE, and HERE.Think you'd be a great guest on the show? Apply HERE.Want to learn more about Alex's work at Relayto? Check out his website at https://relayto.com/.