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What drives B2B marketing success—and why do so many companies get it wrong? In this episode of Predictable B2B Success, we sit down with Andy Culligan, a straight-talking marketing leader, fractional CMO, and former CRO with a wealth of experience steering SaaS brands through turbulent growth. Andy gets candid about why 79% of marketing leads go nowhere and how the disconnect between sales and marketing is silently draining your revenue potential.
Listen as Andy unpacks the real secrets behind turning your marketing into a revenue machine (hint: there’s no magic bullet, just honest, consistent work) and why fancy attribution models might not be as valuable as you think. Discover the “human interface” role of SDR teams, the power of true sales-marketing alignment, and why some of the most critical tactics—like analyst relations and active thought leadership from company executives—fly under the radar until it’s almost too late.
If you’ve ever grappled with stagnant pipeline, siloed teams, or wondered when it’s time for a fractional CMO, Andy’s battle-tested frameworks and blunt advice will give you a fresh perspective on how to unlock your business’s next growth phase. Don’t miss this episode, brimming with actionable insights and surprising truths.
Some areas we explore in this episode include:
- Marketing as a Revenue Driver – How effective marketing directly impacts business growth and revenue, particularly in SaaS and B2B.
- Sales and Marketing Alignment – The necessity of tight collaboration between marketing, sales, and SDR teams.
- Evolving Marketing Mindset – Andy’s transition from traditional marketing to a revenue-focused approach in tech.
- Demand Generation & Brand Consistency – The importance of consistent, holistic demand generation and brand efforts.
- Marketing Attribution Challenges – Difficulties in measuring marketing’s impact on revenue and why practical metrics matter.
- Fractional vs. Full-Time Leadership – When to hire a fractional CMO, common hiring mistakes, and scaling leadership.
- Scaling Teams Through Growth Stages – When and how to grow marketing and SDR teams as companies scale.
- Account-Based Marketing Strategies – Concrete ABM tactics that engage high-value accounts with tailored plays.
- Short-Term vs. Long-Term Marketing Needs – Balancing immediate revenue goals with brand-building activities.
- Overlooked Growth Levers – The importance of analyst relations and getting executives involved in brand efforts.
- And much, much more...
