EP 61 - Why Signal-Based Marketing Is Replacing Everything You Know with Jeanette Stepanchuk @ Cusp GTM
Most B2B marketing teams are still running the same playbook: generate MQLs, hand them to sales, and hope the pipeline math works out. It rarely does. The handoff model creates a false sense of accountability on both sides, and the metrics that look good in a board deck often have no relationship to revenue. The gap between what the dashboard says and what sales actually sees is where pipeline quietly dies.
Jeanette Stepanchuk has spent her career marketing to one of the hardest audiences in enterprise tech: security practitioners and leaders. SOC analysts and detection engineers are…
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