Often as marketers, we come unprepared to the table when it comes to getting the budgets we need and the recognition we want. Not only do we feel unappreciated, but we also fight with the sales team over attribution and impact. In this episode, we take a hard look in the mirror and acknowledge that this is mostly our undoing. But don’t despair. We are going to talk No Bull about what we are good at and how to do a better job of persuading the executive team on the importance and revenue generating power of marketing. In the end, you’ll know what success looks like and how to build a business case that the boss will green light – every time. Guest: Cyndi Greenglass, President Livingston Strategies, Adj. Instructor at West Virginia University, Board Member, Cand o-host of "Marketing Horizons" and "Marketing Legends" podcasts
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.
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