Episodios

  • Revenue and Retention: Why Customer Success Is Key to Sustainable Growth

    Revenue and Retention: Why Customer Success Is Key to Sustainable Growth
    May 8 2025
    "Most companies focus on acquiring new customers, but in recurring revenue businesses, 70–90% of revenue comes from existing customers. If you're not investing in retention and expansion, you're leaving your biggest growth lever untapped.” Roee Hartuv In this episode of Revenue Boost: A Marketing Podcast titled, Revenue and Retention: Why Customer Success Is Key to Sustainable Growth host Kerry Curran is joined by Roee Hartuv, Head of Revenue Architecture at Winning by Design, to unpack a mindset shift that B2B companies must embrace to grow sustainably: true revenue growth doesn’t end at the closed-won stage—it begins there. Drawing from his experience advising recurring revenue businesses around the world, Roee breaks down how the traditional go-to-market model focused almost entirely on new acquisition—is no longer enough. He introduces the “bowtie” framework, a more holistic approach to GTM that prioritizes retention, expansion, and customer lifetime value. Throughout the conversation, you’ll learn: Why 70–90% of recurring revenue comes from existing customers—and why most companies are underinvesting in that opportunity How customer success can become a strategic growth engine not just a support function Why expansion is more efficient than acquisition, and how to resource accordingly How to structure high-performing CS pods to support mid-market and enterprise clients Ways to equip account managers with the mindset and messaging to grow accounts without sounding “salesy” The critical role of marketing in supporting post-sale growth, from product updates to thought leadership And why companies should stop thinking of GTM as a funnel and start treating it as a bowtie This episode is a must-listen for marketing, sales, RevOps, and customer success leaders who are ready to drive sustainable revenue growt not just this quarter, but long-term. If you're serious about building a revenue engine that lasts, this one’s for you."🎙️ Thanks for tuning in! Struggling with flat or slowing revenue growth? You’re not alone. That’s why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster. 🚀 🔥 If you’re serious about growth, hit follow, subscribe, and drop a ⭐⭐⭐⭐⭐ rating—it helps us keep the game-changing content coming! New episodes drop regularly—don’t miss out! 🎧 Follow us on Apple Follow us on Spotify Watch on YouTube Read Revenue Boost: A Marketing Podcast transcripts. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. RBMA specializes in business transformation to drive revenue growth. We lead companies move from an ABM strategy to a company wide Go-to-Market program that sets you up for sustainable, year-over-year revenue growth. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.
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    28 m
  • AI + EQ + GTM: The New Growth Equation for B2B Leaders

    AI + EQ + GTM: The New Growth Equation for B2B Leaders
    May 7 2025
    "If done right, AI will actually make us more human. It handles the busy work and surfaces real-time insights—so GTM teams can focus on what really drives revenue: building relationships, solving real problems, and creating long-term customer value." That’s a quote from Roderick Jefferson and a sneak peek at today’s episode.Hi there, I’m Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost, A Marketing Podcast. In every episode, I sit down with top experts to bring you actionable strategies that deliver real results. So if you're serious about business growth, find us in your favorite podcast directory, hit subscribe, and start outpacing your competition today.In this episode, titled AI + EQ + GTM: The New Growth Equation for B2B Leaders, I sit down with keynote speaker, author, and enablement powerhouse Roderick Jefferson to unpack the modern formula for revenue growth: AI + EQ + GTM.We explore why traditional sales enablement isn’t enough in today’s landscape—and how real go-to-market success requires alignment across marketing, sales, and customer success, powered by emotional intelligence and smart technology integration.Whether you're a CRO, CMO, or GTM leader looking to scale smarter, this episode is packed with real-world insights and actionable strategies to align your teams and drive sustainable growth.Stick around until the end, where Roderick shares expert tips for building your own AI-powered revenue engine.If you’re serious about long-term growth, it’s time to get serious about AI, EQ, and GTM. Let’s go.Kerry Curran, RBMA (00:01)Welcome, Roderick. Please introduce yourself and share your background and expertise.Roderick Jefferson (00:06)Hey, Kerry. First of all, thanks so much for having me on. I’m really excited—I’ve been looking forward to this one all day. So thanks again. I’m Roderick Jefferson, CEO of Roderick Jefferson & Associates. We’re a fractional enablement company, and we focus on helping small to mid-sized businesses—typically in the $10M to $100M range—that need help with onboarding, ongoing education, and coaching.I’m also a keynote speaker and an author. I actually started my career in sales at AT&T years ago. I was a BDR, did well, got promoted to AE, made President’s Club a couple of times. Then I was offered a sales leadership role—and I turned it down. I know they thought I was crazy, but there were two reasons: first, I realized I loved the process of selling more than just closing big deals. And second, oddly enough, I wasn’t coin-operated. I did it because I loved it—it gave me a chance to interact with people and have conversations like this one.Kerry Curran, RBMA (01:16)I love that—and I love your background. As Roderick mentioned, he does a lot of keynote speaking, and that’s actually where I met him. He was a keynote speaker at B2BMX West in Scottsdale last month. I also have one of your books here that I’ve been diving into. I can’t believe how fast this year is flying—it’s already the first day of spring!Roderick Jefferson (01:33)Thank you so much. Wow, that was just last month? It feels like last week. Where is the time going?Kerry Curran, RBMA (01:45)I appreciate your experience for so many reasons. One is that—like we talked about before the show—my dad was in sales at AT&T for over 20 years. It paid for my entire education. So we were comparing notes on that era of innovation and what we learned back then.Roderick Jefferson (02:02)Thank you, AT&T!Kerry Curran, RBMA (02:13)So much of what you talked about on stage and wrote about in your book is near and dear to my heart. My background is in building integrated marketing-to-sales infrastructure and strengthening it to drive revenue growth. I’m excited to hear more about what you’re seeing and hearing. You talk to so many brands and marketers—what’s hot right now? What’s the buzz? What do we need to know?Roderick Jefferson (02:44)A couple of things. The obvious one is AI—but I’ll add something: it’s not just AI, it’s AI plus EQ plus IQ. Without that combination, you won’t be successful.The other big theme is the same old problem we’ve always had: Why is there such a disconnect between sales and marketing? As an enablement guy, it pains me. I spent 30 years in corporate trying to figure that out. I think we’re getting closer to alignment—thank you, AI, for finally stepping in and being smarter than all of us! But we’ve still got a long way to go.Part of the issue is we’re still making decisions in silos. That’s why I’ve become a champion of moving away from just "sales enablement."Yes, I know I wrote the book on sales enablement—but I don’t think that’s the focus anymore. In hindsight, “sales enablement” is too myopic. It's really about go-to-market. How do we bring HR, marketing, product marketing, engineering, sales, and enablement all to the same table to talk about the ...
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    36 m
  • The CEO’s Strategic Growth Edge: A Go-To-Market System That Scales

    The CEO’s Strategic Growth Edge: A Go-To-Market System That Scales
    May 5 2025
    "You don’t need more leads, you need clarity. Clarity on where your business can grow the most, the fastest, and at the highest margin. That’s what a real go-to-market system delivers. It’s not about volume anymore. It’s about alignment, focus, and making sure every team... marketing, sales, customer success is executing toward the same outcome. That’s how CEOs scale with confidence." Sangram Vajre In this episode of Revenue Boost: A Marketing Podcast, titled, The CEO’s Strategic Edge: A Go-To-Market System That Scales, host Kerry Curran sits down with go-to-market expert Sangram Vajre to unpack the GTM system that’s helping CEOs move from chaos to clarity—and from growth stalls to scalable revenue. If you’re a CEO or business leader struggling to align your executive team, spinning your wheels on pipeline that doesn’t convert, or unsure where to invest for the biggest return—this conversation is your strategic edge. Sangram shares the modern GTM framework used by thousands of companies to align cross-functional teams, identify high-margin opportunities, and build a scalable system that drives predictable growth. You’ll walk away with the core principles behind GTM operating systems, how to identify your Total Relevant Market (TRM), and why the CEO—not marketing or sales—must own the go-to-market strategy. What You’ll Learn: Why traditional sales-led growth strategies are failing The 3 stages of scalable growth: Problem-, Product-, and Platform-Market Fit How to align your executive team on a single GTM slide The key to driving 120%+ NRR without adding headcount Why GTM isn’t a department—it’s a business system How CEOs can lead GTM without running it 🎙️ Thanks for tuning in! Struggling with flat or slowing revenue growth? You’re not alone. That’s why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster. 🚀 🔥 If you’re serious about growth, hit follow, subscribe, and drop a ⭐⭐⭐⭐⭐ rating—it helps us keep the game-changing content coming! New episodes drop regularly—don’t miss out! 🎧 Follow us on Apple Follow us on Spotify Watch on YouTube Read Revenue Boost: A Marketing Podcast transcripts. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. RBMA specializes in business transformation to drive revenue growth. We lead companies move from an ABM strategy to a company wide Go-to-Market program that sets you up for sustainable, year-over-year revenue growth. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.
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    36 m
  • Smarter Tech, Sharper Targeting: Fueling Revenue with AI, Data Quality, and GTM Alignment

    Smarter Tech, Sharper Targeting: Fueling Revenue with AI, Data Quality, and GTM Alignment
    Apr 30 2025
    “AI is only as powerful as the data behind it. If you don’t trust the inputs, you can’t trust the outputs and that’s where most companies get stuck. It’s not enough to have automation or algorithms; you need quality, transparency, and alignment across your go-to-market motion. That’s the difference between tech that looks smart and tech that actually drives revenue.” AI is everywhere but without clean data and strategic alignment, it’s just noise. In this episode of Revenue Boost: A Marketing Podcast, titled, Smarter Tech, Sharper Targeting: Fueling Revenue with AI, Data Quality, and GTM Alignment, Demandbase CMO Kelly Hopping joins host Kerry Curran to unpack what it really takes to make AI work for B2B revenue growth. From smarter targeting to scaling with efficiency, Kelly shares how enterprise leaders can leverage AI-powered tools only when grounded in high-quality data and a clearly defined ICP. You’ll learn why GTM alignment matters more than ever and how to avoid the pitfalls of disconnected tech stacks and generic automation. If you’re building or optimizing your go-to-market engine, this episode is your roadmap to doing it smarter. 🎙️ Thanks for tuning in! Struggling with flat or slowing revenue growth? You’re not alone. That’s why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster. 🚀 🔥 If you’re serious about growth, hit follow, subscribe, and drop a ⭐⭐⭐⭐⭐ rating—it helps us keep the game-changing content coming! New episodes drop regularly—don’t miss out! 🎧 Follow us on Apple Follow us on Spotify Watch on YouTube Read Revenue Boost: A Marketing Podcast transcripts. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. RBMA specializes in business transformation to drive revenue growth. We lead companies move from an ABM strategy to a company wide Go-to-Market program that sets you up for sustainable, year-over-year revenue growth. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.
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    28 m
  • From Strategy to Speed: Building a Modern Marketing Engine with AI

    From Strategy to Speed: Building a Modern Marketing Engine with AI
    Apr 28 2025
    “AI can accelerate everything, but if you don't have a clear strategy and alignment across leadership, you're just scaling inefficiency faster. Before you invest in tools or systems, you need to know why they matter, how you'll measure impact, and whether your organization is built to move fast enough to see results.” That's a quote from Mark Goloboy and a sneak peek at today's episode.Welcome to Revenue Boost, A Marketing Podcast. I'm your host, Kerry Curran—revenue growth expert, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, we bring you the strategies, insights, and conversations that help drive your revenue growth. Search for Revenue Boost in your favorite podcast directory and hit subscribe to stay ahead of the game.In a world where AI is evolving faster than your org chart, how do you build a marketing engine that's both smart and scalable? In From Strategy to Speed: Building a Modern Marketing Engine with AI, I sat down with Mark Goloboy, founder of Market Growth Consulting. We unpack how AI is transforming B2B marketing—and why strategy still comes first.From RAG pipelines and LLM optimization to lean team structures and rapid execution, Mark shares what today's business leaders need to know to move fast, stay aligned, and drive measurable growth. If you're tired of the AI hype and ready for more practical ways to accelerate performance, this one's for you.Be sure to listen through to the end, where Mark shares what you need to do to get started building your AI marketing engine today. Let's go!Kerry Curran, RBMA (00:01.359)So welcome, Mark. Please introduce yourself and share your background and expertise.Mark Goloboy (00:07.502)Excellent. Thank you, Kerry, for having me. Mark Goloboy, I'm the founder and CEO of Market Growth Consulting. We provide a variety of services to everything from small businesses to public companies. Our clients range from a private manufacturer north of Boston to global public companies.My background is on the sales-facing side of marketing. I’ve been the head of demand gen, marketing operations, and marketing analytics as I grew into marketing leadership. About two and a half years ago, I went out on my own to work directly with CEOs to fill in marketing gaps.At smaller companies, we place fractional CMOs and heads of demand gen to lead marketing, filling in subcontractors and agencies to execute. At larger companies, we run projects covering everything from marketing strategy, org strategy, budgeting, go-to-market strategy, and building out systems—we're currently doing a HubSpot to Salesforce and Marketo migration. We also do executive staffing, placing directors through CMOs either as temp-to-perm so clients can try before they buy, or through contingent staffing where if we find the right person, the client hires them for their future marketing leadership.Kerry Curran, RBMA (01:37.057)Excellent. Thank you, Mark. You’ve seen it all and are still very involved across business challenges and needs from a marketing, demand gen, and go-to-market perspective. There are lots of hot topics we could cover, but what are you hearing the most from your clients today? What's hottest for them?Mark Goloboy (02:03.662)Marketing really grew in 2022 and 2023 in terms of department size. But I think a lot of us felt it—venture-backed companies especially, but really everyone—wanted to get smaller again in 2023 and 2024. That was a painful adjustment across the industry. Now, as we move through 2024 into 2025, everyone is focused on:How do we do more with less? How do we think about fractional or contract roles in areas we never would have previously?That extends into AI-driven marketing, where every leader is looking to be more efficient and scale faster and smarter by using tools that take over some of the marketing workload. The real challenge now for marketing leaders is finding the balance between the people they need to hire, the money they need to spend, and where AI can make them faster, smarter, and more scalable—while still needing human review and strategic oversight.Kerry Curran, RBMA (03:38.947)Yeah, I agree. And you see so many emerging tools. I think if you search for AI in MarTech today, there’s been a huge increase in companies claiming to offer something new or different. But AI actually means a lot of different things. You and I were talking earlier about how important it is to dig into the formula and structure behind what’s labeled "AI." What are you seeing from that perspective?Mark Goloboy (04:15.054)Well, I think the big challenge, for me at least—I'm a solo entrepreneur running my own business with just myself and no employees—is figuring out how to work efficiently while wearing many hats.I use subcontractors who are experts at what they do, and I hire based on likeability and capability because my clients will keep rehiring me if they like who I bring them and the work ...
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    28 m
  • Your Brand Is Your Future: Scaling B2B Revenue Beyond Playbooks and Tech Stacks

    Your Brand Is Your Future: Scaling B2B Revenue Beyond Playbooks and Tech Stacks
    Apr 23 2025
    "No tech stack, no playbook, no AI prompt is ever going to get you to that ultimate breakthrough that legacy status, that hockey-stick growth. It just won’t. What gets you there is brand: your story, your why, and the emotional connection you build with your buyers. No one buys from you because you’re great at executing a playbook. They buy because of who you are, what you stand for and ultimately, what you stand for for them.” Lindsay Tjepkema In this episode of Revenue Boost: A Marketing Podcast, titled, Your Brand Is Your Future: Scaling B2B Revenue Beyond Playbooks and Tech Stacks, host Kerry Curran sits down with brand strategist and three-time founder Lindsay Tjepkema to challenge the conventional wisdom dominating B2B go-to-market strategies. Amid the noise of AI, tech stacks, and templated playbooks, Lindsay makes a bold case: brand is the ultimate growth engine and the most overlooked. Together, Kerry and Lindsay unpack why so many B2B leaders are stuck in a cycle of sameness, chasing tools and frameworks while ignoring the emotional resonance that actually drives buyer decisions. Lindsay shares her BRAVE framework and explains how real, human brand storytelling creates clarity, trust, and long-term revenue impact. If you’re tired of performance marketing that plateaus, or if your tech stack feels full but your pipeline doesn’t this episode will show you why your brand is your future.🎙️ Thanks for tuning in! Struggling with flat or slowing revenue growth? You’re not alone. That’s why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster. 🚀 🔥 If you’re serious about growth, hit follow, subscribe, and drop a ⭐⭐⭐⭐⭐ rating—it helps us keep the game-changing content coming! New episodes drop regularly—don’t miss out! 🎧 Follow us on Apple Follow us on Spotify Watch on YouTube Read Revenue Boost: A Marketing Podcast transcripts. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. RBMA specializes in business transformation to drive revenue growth. We lead companies move from an ABM strategy to a company wide Go-to-Market program that sets you up for sustainable, year-over-year revenue growth. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.
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    28 m
  • The Future Is Multicultural: How Inclusive Marketing Fuels Revenue Growth

    The Future Is Multicultural: How Inclusive Marketing Fuels Revenue Growth
    Apr 17 2025
    “When 70% of consumers say they prefer to buy from brands that reflect their values, inclusive marketing stops being a ‘nice-to-have’ it becomes a competitive advantage. Align your marketing dollars with that reality, and you’re not just doing the right thing you’re unlocking a scalable growth opportunity.” Dennis Tse In this episode of Revenue Boost: A Marketing Podcast, titled, The Future Is Multicultural: How Inclusive Marketing Fuels Revenue Growth, Kerry Curran sits down with Dennis from Sertify to tackle a topic too many executives still overlook: the direct link between inclusive marketing and bottom-line revenue. With 70% of U.S. consumers preferring to buy from brands that reflect their values—and a multicultural majority already emerging in the under-35 demographic—this isn’t just a social conversation. It’s a business imperative. Dennis breaks down: Why inclusive marketing isn’t just ethical, it’s profitable The hard data behind shifting demographics and consumer behavior How brands can identify and invest in diverse-owned media partners What readiness looks like to scale inclusive marketing across affiliate, programmatic, and influencer ecosystems If you're a brand leader serious about long-term growth, you can’t afford to ignore the multicultural future. Tune in for the insights and strategies to start making inclusive marketing a core part of your revenue plan. 🎙️ Thanks for tuning in! Struggling with flat or slowing revenue growth? You’re not alone. That’s why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster. 🚀 🔥 If you’re serious about growth, hit follow, subscribe, and drop a ⭐⭐⭐⭐⭐ rating—it helps us keep the game-changing content coming! New episodes drop regularly—don’t miss out! 🎧 Follow us on Apple Follow us on Spotify Watch on YouTube Read Revenue Boost: A Marketing Podcast transcripts. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. RBMA specializes in business transformation to drive revenue growth. We lead companies move from an ABM strategy to a company wide Go-to-Market program that sets you up for sustainable, year-over-year revenue growth. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.
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    27 m
  • Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact

    Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact
    Apr 14 2025
    Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact“Affiliate marketing intersects with every part of your marketing stack—PR, influencer, paid search, content—but too often, it operates in a silo. The real opportunity lies in integrating it into your brand and performance strategy from day one. When you align affiliate with your broader media mix and apply smarter measurement, it stops being just a channel and becomes a strategic growth lever.” That's a quote from Lacie Thompson, an executive at New Engen and founder of LT Partners and a sneak peek at today’s episode. Welcome to Revenue Boost: A Marketing Podcast. I'm your host, Kerry Curran—Fractional Chief Growth Officer, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, I bring you the strategies, insights, and conversations that will fuel your revenue growth. So search for Revenue Boost in your favorite podcast directory, and hit subscribe to stay ahead of the game.In this episode, we're pulling back the curtain on one of the most misunderstood and under-leveraged growth drivers in your marketing stack: affiliate marketing. In Redefining Affiliate Marketing Brand Performance for Maximum Revenue Impact, I'm joined by Lacie Thompson—founder of LT Partners and now an executive at New Engen, a top-tier performance marketing agency. We'll talk about why affiliate deserves a seat at your media planning table, how to integrate it with your broader marketing strategy, and how smart brands are using data and measurement to unlock serious revenue impact. So stay tuned through the ad, where Lacie shares how you can get smarter about measuring affiliate and truly integrating it into your broader strategy.Let’s go.Kerry Curran, RBMA (00:01.23):So welcome, Lacie. Please introduce yourself and share a bit about your background and expertise.Lacie Thompson (00:06.617):Yeah, thanks so much for having me. I'm Lacie Thompson. My background, before I started LT Partners—an affiliate marketing agency—was in affiliate and digital marketing on the brand side.I was very lucky in the early days to have some really great mentors and leaders. After spending about six years on the brand side and then three years at another startup agency, I started LT Partners in September of 2018. We grew very quickly—very organically, I should add—and were acquired by New Engen, which is a digital marketing agency, in June of 2023.Kerry Curran, RBMA (00:53.998):Excellent. Well, we're so glad to have you here. I've always been very impressed with your success—and congratulations on building your own successful company and getting acquired.I know you've been in the industry a long time and have lots of expertise to share with us. So, to start: when you're talking to other senior executives, marketing leaders, CMOs, what's the buzz you're hearing? What are people talking about today—especially when it comes to affiliate and digital marketing?Lacie Thompson (01:27.459):Yeah, thinking of the big picture—what I found really interesting about New Engen is the way they have grown and adapted over the course of their history. New Engen is about eight or nine years old at this point, but initially started as a tech company. They built a hyper-granular bidding model on top of Google and Meta, primarily.Over time, as those platforms introduced their own algorithms, that technology became a little less important. What they realized when they took a step back was—they were an agency. It was the people helping the brands leverage the technology who were actually making a big impact. So over time, New Engen pivoted to become a performance marketing agency. Then, just before the acquisition of LT Partners, what the New Engen leaders were hearing in the market was a need to stop thinking about marketing in silos of brand and performance—and to bring it all together. Because thinking about it more holistically is where a lot of brands are trying to get. We had seen that in Affiliate very early on. That was a big part of our growth and success—this focus on understanding the incremental value of partnerships and working more closely with the ones that were more incremental. For us, that means introducing brands to new audiences. We had been hyper-focused on that in our "channel"—I use that word in quotes, because there's always debate about whether to call it a channel. But we had been doing that for a long time. So, at the same time that New Engen was pivoting toward a digital marketing solution in the space—we had already been doing that for a long time in affiliate. And they didn’t have Affiliate as a capability. So it was a really natural coming together, because our thought process around measurement and how to evaluate how different marketing channels and methodologies create value for brands—whether it's within a branding ecosystem or a performance one—was very aligned. And ...
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    33 m
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