Most marketing leaders inherit chaos and respond by adding more: more people, more tech, more campaigns. Douglas Nelson did the opposite—and grew originated revenue contribution to over 30% with an overall marketing influence of 58% of all new ARR in three years.
As Chief Marketing Officer at ExtensisHR, Doug was handed a rare gift: leadership said "build the marketing structure we need to be successful”. Instead of going on a hiring and spending spree, he applied surgical discipline. He built a three-part marketing organization that separates strategic work from operational execution. He kept his team lean at 12 people when he could have hired more. He ditched underperforming tech and resisted shiny objects. He focused on vintage tactics like direct mail for new verticals while implementing smart personalization tech where it actually moved the needle.
The result? A marketing team that punches far above its weight, drives a high-performing direct pipeline engine while enhancing their broker relationships - ensuring both channels grow stronger together as we prepare for an AI-enabled future.
With AI disrupting traditional marketing roles and budgets under constant scrutiny, CMOs face an identity crisis: scale up or slim down? Doug's story proves you can grow revenue contribution dramatically by being more strategic, not just more active. His Marketing 3.0 framework shows what to protect, what to optimize, and what to eliminate—giving overwhelmed marketing leaders a clear path forward.
Guest:Doug Nelson - CMO, ExtensisHRLinkedIn Profile https://www.linkedin.com/in/douglascnelson/
Resources: The RevRoom Podcast https://www.inverta.com/resources-category/the-revroom-podcastInverta on Marketing Orgs: https://www.inverta.com/resources-category/strategic-planning
Direct Mail: S2, Episode 13 https://www.inverta.com/resources/why-you-cant-afford-not-to-do-direct-mail
Marketing leaders are caught in a perfect storm: shrinking budgets, rising expectations, and an avalanche of AI promises. Everyone's talking about AI transformation, but few are clear on where it actually belongs in their marketing strategy.
In this episode, we sit down with Brian Schmid fresh from MAICON, the premier AI conference for marketers, to cut through the noise. Brian shares what's actually working in AI implementation and introduces a critical framework every CMO needs: the distinction between Strategic (Core) and Operational (Support) marketing work.
The conversation reveals a counterintuitive truth: AI isn't here to do your strategic thinking—it's here to free you up to do more of it. We explore how smart marketing teams are using AI to automate operational drag (content production, reporting, campaign execution) while protecting and amplifying the strategic work that truly differentiates their business (positioning, messaging, account selection).
You'll discover practical frameworks for auditing your team's work, real-world examples from companies getting AI right, and a clear path to implementation that starts small and scales smart. This isn't about replacing marketers with machines—it's about building a revenue engine where humans focus on what humans do best, and AI handles the rest.
Guest:
Brian Schmid, InvertaLinkedIn Profile https://www.linkedin.com/in/brianschmid/
Resources / Links:
Invera’s AI Marketing Services: https://www.inverta.com/services/ai-consulting-pilot-governance-rollout
Inverta’s AI Resources: https://www.inverta.com/resources-category/artificial-intelligence
2024 Post-MAICON Episode: https://www.inverta.com/resources/ai-marketing-trends-2024
Overview: B2B marketing has fundamentally changed, but most teams are still stuck playing "spray and pray" with their content strategy. While everyone's talking about AI writing tools, the companies actually winning are building systematic content workflows that respond to buyer signals, not marketing calendars.
In this episode, we go deep with practitioners who've cracked the code on AI-powered content that drives real revenue. You'll hear how one company grew their ChatGPT referral traffic from under 5% to over 20% in just nine months by completely reimagining their content team structure and processes.
We explore the emergence of the "content engineer" role, the critical shift from SEO to GEO (Generative Engine Optimization), and why your traditional nurture sequences are dead. Plus, you'll get a practical roadmap for transforming your content operations without overwhelming your existing team.
This isn't another conversation about AI writing better blogs. This is about building content systems that actually move the revenue needle.
Perfect for: Content marketers, demand gen managers, marketing ops professionals, and CMOs looking for tactical implementation guidance on AI-powered marketing workflows.
Brian Schmid, Inverta
LinkedIn Profile https://www.linkedin.com/in/brianschmid/
James Lamberti, CMO Georgian
LinkedIn Profile https://www.linkedin.com/in/jameslamberti/
Resources / Links:
Invera’s AI Marketing Services: https://www.inverta.com/services/ai-consulting-pilot-governance-rollout
Inverta’s AI Resources: https://www.inverta.com/resources-category/artificial-intelligence
Georgian AI Lab Research: https://georgian.io/ai-lab/research/
Overview: Marketing planning season is here, and most teams are about to repeat the same frustrating cycle: waiting for sales numbers that never come, getting vague revenue targets without context, and building campaign plans that look suspiciously like last year's with inflated numbers. But what if there was a better way?In this episode, Rachel and Danielle break down how marketing teams can shift from reactive order-takers to strategic revenue drivers by owning their planning process. Drawing from Inverta's experience with hundreds of B2B companies, they reveal the frameworks that bridge the gap between high-level strategy and tactical execution - including the Revenue Map that creates "aha moments" in planning workshops.
Guest: Danielle Contreras, Inverta
LinkedIn: linkedin.com/in/daniellercontreras
Resources:
Inverta Planning and Templates: https://www.inverta.com/services/strategic-planning
The traditional event playbook is dead – host a webinar, collect MQLs, pass to sales, celebrate pipeline. Today's successful events serve as relationship accelerators and community builders that extend far beyond the initial touchpoint. Event strategy expert Andrea Rutherford shares real-world insights on transforming events from one-off lead generation tactics into sustainable revenue engines. We explore practical challenges like stagnant budgets and shrinking attention spans, plus what's actually working: content multiplication strategies, AI-driven personalization, and measurement frameworks that prove relationship value to skeptical stakeholders. Whether you're defending your event budget or evolving your strategy, this episode provides actionable tactics to transform transactional moments into strategic movements.
Andrea Rutherford, Vineacular Events
LinkedIn Profile https://www.linkedin.com/in/anrutherford/
In this episode of The RevRoom, we explore how field marketing creates irreplaceable human connections that demonstrably drive revenue in today's B2B landscape. Our guests share their contrasting but complementary approaches to field marketing, revealing how they've balanced strategic objectives with sales partnerships through practical frameworks like the "Field Marketing Menu" and strategic territory planning. They discuss how field marketing delivers 2.2x higher close rates despite changing work environments and budget constraints, offering insights on different event types for various buyer journey stages. From navigating sales relationships without becoming order-takers to leveraging AI while maintaining the human element, this conversation provides both strategic vision and tactical implementation details for marketing leaders looking to optimize their field marketing approach in a digital-first but relationship-driven world.
Beth Tiltges - Director of Marketing at Channel99
LinkedIn Profile https://www.linkedin.com/in/bethtiltges/
Christine Farrier Rosemin - Head of Partner Marketing at Rho
LinkedIn Profile https://www.linkedin.com/in/christinefarrierrosemin/
In this episode of The RevRoom, we sit down with Julie Wiethop from Ocrolus to explore how direct mail is making a powerful comeback in B2B marketing—not as a nostalgic throwback, but as a strategic revenue driver. Julie shares how her team achieves impressive ROI from direct mail campaigns with a modest annual budget, proving that you don't need massive resources to see meaningful results. We dive into their "Fintech Bros" campaign strategy, the art of persona-specific curation, and how to integrate direct mail with digital channels for maximum impact. This conversation challenges the "we can't afford it" mindset and reveals why smart marketers are using physical touchpoints to cut through digital noise and accelerate deal cycles. Whether you're looking to stand out in a crowded market or justify marketing spend with concrete results, this episode delivers actionable strategies for making direct mail a cornerstone of your revenue-focused marketing playbook.
Julie Wiethop - Director of Growth Marketing at Ocrolus
LinkedIn Profile https://www.linkedin.com/in/juliewiethop/
For your direct mail needs, check out our friends at Sendoso: https://www.sendoso.com/
In this episode of The RevRoom, we explore how B2B marketers can move beyond traditional channels to embrace video as a powerful relationship-building tool. Our guest, Ademola Adelakun from A2 Media, debunks common misconceptions about video marketing being too expensive, time-consuming, or difficult to measure. Through practical examples and firsthand experience, we'll discover how batch recording can dramatically reduce production time, explore the untapped potential of interactive video experiences, and learn why authentic content consistently outperforms high production value. Join us for actionable strategies to incorporate video into your marketing mix without overwhelming your team or budget, ultimately helping you build deeper connections with prospects and accelerate the buying journey.
Ademola Adelakun - CEO at A2 Media
LinkedIn Profile https://www.linkedin.com/in/ademola-adelakun/
This episode of The RevRoom explores how B2B companies can successfully implement influencer marketing strategies, featuring insights from Madhav Bhandari of Storylane. The conversation traces Storylane's journey from complete beginners to running a successful B2B influencer program generating 700K monthly impressions. We unpack the challenges of building an influencer program without an established playbook, reveal their two-tiered approach to influencer types, and discuss how they measure success and integrate this channel with their broader marketing strategy.
Madhav Bhandari - VP of Marketing at Storylane
LinkedIn Profile https://www.linkedin.com/in/madhavbhandari/
This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
Kerry Cunningham - Research and Thought Leadership @ 6sense
LinkedIn Profile https://www.linkedin.com/in/kerrycunningham/
Kathy Macchi - Founder and EVP of Innovation @ Inverta
LinkedIn Profile https://www.linkedin.com/in/kathy-macchi-aa148b/
Resources
Most B2B marketing budgets are flat or shrinking, forcing teams to make tough decisions about where to invest. This episode challenges conventional thinking by arguing that creative excellence isn't a luxury line item but a strategic necessity. Through the lens of Inverta's partnership with creative agency Fenwick, we'll explore how thoughtful, problem-focused creative can transform marketing effectiveness even with limited resources.
Chris Gillespie - CEO and Creative Director at Fenwick (https://www.fenwick.media/)
LinkedIn Profile https://www.linkedin.com/in/christophermatthewgillespie/
Jessica Fewless - Sr. Director of Partnerships and Demand Generation at Inverta
LinkedIn Profile https://www.linkedin.com/in/jfewless/
In this episode of The RevRoom, host Rachel Bryant speaks with David Coates and Ivonne Smith from Forter about their innovative approach to combining customer advocacy with account-based marketing. They share how their strategic partnership between teams has created a powerful growth engine that drives larger deals, faster closings, and creates a flywheel of customer advocates eager to help win new business. Through real-world examples and practical insights, they demonstrate how B2B organizations can implement similar approaches without massive budgets, instead focusing on creating authentic connections between prospects and successful customers.
David Coates - Customer Advocacy leader at Forter
LinkedIn Profile https://www.linkedin.com/in/david-coates-3596282/
Ivonne Smith - Director of ABX at Forter
LinkedIn Profile https://www.linkedin.com/in/ivonne-smith-4a5a533/
In this episode of The RevRoom, host Rachel Bryant welcomes back Brian Schmid, Inverta's AI Practice Lead, to discuss how AI is transforming B2B marketing in 2025. Building on their October 2024 conversation, they'll explore how AI tools have evolved, share practical implementation strategies from Inverta's own experience, and provide actionable guidance for marketing leaders. The discussion will focus on aligning AI with business objectives, driving team adoption, measuring impact, and navigating the evolving technological landscape—all with real-world examples from Inverta's client work and internal initiatives.
https://www.linkedin.com/in/brianschmid/
Marketing teams face unprecedented challenges in 2025, from shifting buyer behaviors to resource constraints. In this episode of The RevRoom, host Rachel Bryant welcomes marketing leader and founder Lindsay Tjepkema to explore how the BRAVE framework can transform marketing effectiveness at every level. From building relationships at scale to making values-driven decisions, discover practical approaches to implement today—whether you're a CMO or individual contributor.
LINDSAY TJEPKEMA, FOUNDER @ HUMAN BRANDS WIN
LinkedIn Profile https://www.linkedin.com/in/lindsaytjepkema/
All things Lindsay Tjepkema: https://lindsaytjepkema.com/linktree
In this RevRoom episode, Kelly Santos of Intelex Technologies shares how strategic campaign planning transformed her marketing team from creating disconnected content pieces to developing integrated, buyer-aligned campaigns. She reveals how this process not only improved marketing outcomes but strengthened team dynamics by establishing clear roles and shared goals. Kelly's journey demonstrates that building a strong campaign foundation is essential before implementing advanced strategies like ABM, offering practical insights for marketing leaders trying to achieve more with constrained resources.
KELLY SANTOS, VP, DEMAND GENERATION AND FIELD MARKETING @ INTELEX
LinkedIn Profile https://www.linkedin.com/in/kellyjsantos/
Part 2 of 2: In this episode of the RevRoom, we explore the revolutionary shift from Marketing Qualified Leads (MQLs) to Marketing Qualified Accounts (MQAs) and buying groups with Jeremy Schwartz from Palo Alto Networks. Jeremy shares his team's journey in transforming their marketing approach, breaking down traditional silos, and achieving measurable improvements in pipeline and revenue generation. This episode offers both strategic insights for leadership buy-in and tactical implementation guidance for B2B marketing teams considering this transition. This episode combines strategic vision with practical implementation details, backed by real data and results from a major enterprise implementation. It addresses both the "why" and the "how" of marketing transformation, making it valuable for both strategic leaders and tactical implementers.
JEREMY SCHWARTZ, SR. MANAGER, GLOBAL LEAD MANAGEMENT & STRATEGY @ PALO ALTO NETWORKS
LinkedIn Profile: https://www.linkedin.com/in/jeremysethschwartz/
Part 1 of 2
In this episode of the RevRoom, we explore the revolutionary shift from Marketing Qualified Leads (MQLs) to Marketing Qualified Accounts (MQAs) and buying groups with Jeremy Schwartz from Palo Alto Networks. Jeremy shares his team's journey in transforming their marketing approach, breaking down traditional silos, and achieving measurable improvements in pipeline and revenue generation. This episode offers both strategic insights for leadership buy-in and tactical implementation guidance for B2B marketing teams considering this transition. This episode combines strategic vision with practical implementation details, backed by real data and results from a major enterprise implementation. It addresses both the "why" and the "how" of marketing transformation, making it valuable for both strategic leaders and tactical implementers.
JEREMY SCHWARTZ, SR. MANAGER, GLOBAL LEAD MANAGEMENT & STRATEGY @ PALO ALTO NETWORKS
LinkedIn Profile:https://www.linkedin.com/in/jeremysethschwartz/
In this episode of The RevRoom, we explore how customer marketing has transformed from a traditional advocacy function into a critical revenue-driving component of modern B2B organizations. Our guest shares real-world insights on building effective partnerships between marketing and customer success teams, leveraging data for better customer outcomes, and scaling customer marketing programs efficiently. Through practical examples and actionable strategies, listeners will learn how to evolve their customer marketing approach to drive retention, expansion, and sustainable growth.
BRITTNEE DAWSON, DIR CUSTOMER MARKETING @ ALPHASENSE
LinkedIn Profile https://www.linkedin.com/in/brittneedawson/
In our first episode of Season 2, we explore how Marketing Operations teams are evolving from tactical executors to strategic enablers of the buyer’s journey experience. We'll discuss with Mike Rizzo and Darrell Alfonso how MOPs leaders can help their organizations move beyond traditional marketing playbooks to create more effective, customer-centric approaches. Drawing from their extensive experience and upcoming workshop, Mike and Darrell share practical frameworks and actionable advice for MOPs professionals looking to drive this transformation.
Darrell’s LinkedIn Post on MOPs Transformations: https://www.linkedin.com/posts/darrellalfonso_marketing-martech-marketingoperations-activity-7281670787105730560-NARY
Lead with Confidence: A Practical Workshop for Marketing Ops Mastery: https://marketingops.com/lead-with-confidence-a-practical-workshop-for-marketing-ops-mastery-with-darrell-alfonso/
MIKE RIZZO, FOUND & CEO @ MARKETINGOPS.COM
LinkedIn Profile https://www.linkedin.com/in/mikedrizzo/
DARRELL ALFONSO, DIR OF MARKETING STRATEGY & OPERATIONS @ INDEED
LinkedIn Profile https://www.linkedin.com/in/darrellalfonso/ i9o890o80oi
Join us as Kimmah Lewis shares how she transformed abstract ABM concepts into tangible learning experiences at Actian. Through an innovative approach, she'll reveal practical strategies for helping marketing teams embrace organizational change. Learn how creative engagement, consistent reinforcement, and cross-functional ownership can drive successful transformation from traditional lead generation to account-based marketing.