Dave is joined by Ruth Zive, CMO at LivePerson, who shares her journey in marketing leadership across tech and nonprofits. Ruth talks about aligning marketing and sales teams and navigating enterprise marketing.
Ruth and Dave cover:
- How to align marketing and sales teams by focusing on shared goals and accountability for pipeline outcomes
- The best-performing marketing channels for driving enterprise pipeline — including SEO, email, and events
- Inbound and outbound strategies in enterprise sales and how they work together to build a successful pipeline
Timestamps
- (00:00) - - Intro to Ruth
- (06:34) - - Work-Life Balance as a CMO
- (20:48) - - How to Balance Cost, Volume, and Conversion Rates in Channel Optimization
- (23:25) - - Optimizing Enterprise Sales
- (28:43) - - Why You Need to Align Sales and Marketing Leadership
- (31:50) - - Budgeting and Measuring Brand Initiatives
- (34:42) - - How to Plan for Future Revenue
- (38:10) - - Quarterly and Monthly Marketing Strategy Execution
- (40:16) - - Creating Weekly Leadership Priorities and a Problem-Solving Document
- (45:33) - - How To Make a Good Hire
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Brought to you by:
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive.
AirOps - The content engineering platform that helps marketers create and maintain high-quality, on-brand content that wins AI search. Go to airops.com/exitfive to start creating content that reflects your expertise, stays true to your brand, and is engineered for performance across human and AI discovery.
Visit exitfive.com/retreat to apply for Exit Five’s first-ever, in-person Marketing Leadership Retreat, March 18–20, 2026 in Scottsdale, Arizona. Join 100 CMOs and VPs of Marketing from companies like like Zoom, Snowflake, Manychat, Bitly, G2, HP, and more for two days of thinking bigger around a trusted group of peers in marketing.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
