Selling Into the Boss: Why We Are Not Successful at It

In this lively episode of B2B No Bull, hosts Liz and Mark Brohan dig into one of the toughest challenges B2B marketers face: selling ideas into their own organizations. Why is it so difficult to get the boss—and sometimes even sales teams—to buy in? To help unravel the problem, they welcome Cyndi Greenglass, President of Livingston Consulting Strategies, adjunct instructor at West Virginia University, and co-host of Marketing Horizons.

Cyndi brings a wealth of experience to the conversation, showing why marketers often fail at the very thing they’re supposed to be good at—communication. She challenges listeners to stop hiding behind acronyms, learn the language of business, and build relationships with finance leaders to understand what really drives the company. From finding unexpected insights in retention metrics to learning how to present data without “puking numbers,” Cyndi provides clear, practical advice for becoming a trusted voice at the leadership table.

The group also explores the generational shift in B2B buying, the rise of “answer marketing,” and why self-service expectations are reshaping the customer experience. This no-nonsense conversation will leave you with fresh ideas—and maybe even some homework.

Resource Links

1. Livingston Consulting Strategies
2. Marketing Horizons Podcast
3. Honor Flight Chicago

Highlight Quotes

1. “Marketers fail at internal communication because we don’t speak the language of business. Start by learning what drives your CFO.”
2. “Don’t puke your data—interpret it. Insight, not numbers, gets you a seat at the table.”
3. “Retention isn’t boring—it’s financial impact. Losing just 10% of customers can sink the business.”