In this episode of Executive Conversations, Maeva Cifuentes speaks with Lindsay Kelley, VP of Marketing at Sonar Software. Lindsay talks us through her techniques for advocating for marketing initiatives within the organization to secure necessary resources. They also discuss methods to develop and present budgets that reflect marketing goals and company targets and strategies to identify and collaborate with internal allies who can champion marketing initiatives.

In this episode, we talk about:

• Executive Buy-In​

• Long-Term GTM Strategies​

• Data-Driven Narratives​

• Budget Alignment​

• Internal Marketing

In this episode of Executive Conversations, Maeva Cifuentes speaks with Jordan Hwang, VP of Marketing at OpenPhone.

Jordan explains why marketing leaders must learn to "market marketing" within their organization to secure buy-in for initiatives. Jordan and Maeva also discuss expanding influence across teams and aligning stakeholders around shared goals.

Jordan emphasizes that cross-functional teams should intuitively understand why marketing does what it does.
They also discuss how to cut through noise, establish credibility, and prevent “armchair marketing” from derailing real strategies.

In this episode of Executive Conversations, Maeva Cifuentes speaks with Hannah Garner, CRO at Arctic Shores, about the real work behind getting leadership on board with a marketing strategy. Hannah explains why starting with budget is a losing game—executives need to agree on what "good" marketing looks like before numbers even enter the conversation. She shares how GTM leaders can sell their vision when they don’t have the data, using industry benchmarks and market shifts to make a compelling case.

In this episode, we talk about:

• executive buy-in

• GTM strategy

• marketing budget approval

• CFO alignment

• internal marketing