Generating marketing revenue contribution presents challenges for new CMOs. The traditional handoff of leads from marketing to sales is not working. Demand Generation must be integrated into the buyer’s journey from inception to a closed sale.


We recently spoke with Mark Roberts, CMO at ShoreTel, on SBI’s Sales and Marketing Podcast. Watch here as he describes how to manage the transition to revenue contribution. He will explain how new marketing leaders can successfully navigate the challenges faced.


  • How to assess rebranding vs. building on the existing brand. Mark walks through how to evaluate the attributes of the brand when making this decision.
  • An early area of focus, Mark evaluated the campaign process from start to finish. Watch as Mark describes how he transitioned activities to full campaigns.
  • Learn how Mark transitioned from a fragmented budget to total transparency. Mark describes how he brought his team together to unpack the budget number. This shifted the power from budget ownership to driving demand for the organization.


Mark wraps up the show by giving new marketing leaders 3 actions they can take immediately. Watch here as Mark explains how to make the most of your honeymoon period as a new CMO.


Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job




Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.


A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.


Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.




Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.


What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.


What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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