How Marketing Truly Drives Profitable Growth

Episode #198:💡 Barbara Toens, Global CMO at Gantrex, brings her pricing PhD and global B2B experience to this in-depth discussion. She explains how marketing earns its C-Suite seat by ensuring every decision starts with deep customer understanding. Barbara shares best practices for VOC calls, cross-functional alignment, and transforming marketing from a cost center to a growth engine. 💡 “When marketing leads customer conversations, we transition from vendor to trusted long-term partner.” – Barbara ToensIn this episode, Barbara Toens explores the strategic role of marketing in driving profitable growth through customer-centric leadership, voice-of-customer initiatives, and value-based pricing. She also learned how CMOs can influence cross-functional teams, build trusted customer partnerships, and move beyond transactional marketing to measurable business impact.Follow Barbara Toens on LinkedIn Follow host Steve MacDonald on LinkedIn

There are no comments yet.

Please log in to write the first comment.