#175: Strategy | Enterprise Pipeline Growth and Channel Optimization Strategies with Ruth Zive, 3x CMO and Current CMO at LivePerson

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 outcomesThe best-performing marketing channels for driving enterprise pipeline — including SEO, email, and eventsInbound and outbound strategies in enterprise sales and how they work together to build a successful pipelineTimestamps(00:00) - - Intro to Ruth (06:09) - - Work-Life Balance as a CMO (20:23) - - How to Balance Cost, Volume, and Conversion Rates in Channel Optimization (23:00) - - Optimizing Enterprise Sales (28:12) - - Why You Need to Align Sales and Marketing Leadership (31:19) - - Budgeting and Measuring Brand Initiatives (34:11) - - How to Plan for Future Revenue (37:39) - - Quarterly and Monthly Marketing Strategy Execution (39:45) - - Creating Weekly Leadership Priorities and a Problem-Solving Document (45:02) - - How To Make a Good Hire Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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