{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Connect To Market","title":"The Pipeline Wake-Up Call Every B2B Marketer Needs to Hear: Randy Brasche - Episode #58","html":"","width":"100%","height":180,"duration":2861,"description":"What if the reason marketing keeps getting sidelined is because marketers are measuring the wrong things?\nIn this episode of Connect To Market, host Casey Cheshire sits down with Randy Brasche, Chief Revenue Officer at Spot-On, Principal at Adaptive B2B Solutions, and author of \"Some Assembly Required,\" to explore how marketers can connect to their market by getting close to revenue rather than hiding behind conversions and volume metrics. Brasche argues that marketers must understand pipeline coverage multiples, participate in pipeline calls with confidence, and build strategy around ICP definition, account engagement, and the full customer lifecycle, not just top-of-funnel lead generation. He makes the case that the marketers who earn a seat at the revenue table are the ones who can speak the language of pipeline math and tie their work directly to acceleration, churn reduction, and expansion.\nBrasche walks through why most marketers default to volume and conversion metrics that don't resonate with revenue leaders, and how shifting focus to pipeline multiples and lifecycle engagement changes the entire conversation. He breaks down the math behind pipeline coverage, explains how to identify the 10 percent of your market that is actually in-market at any given time, and shares how intent data and ICP refinement can sharpen targeting. The conversation also dives into the AI balance: Brasche outlines how AI can improve ICP definition, context delivery, and messaging quality at scale, but warns that data cleanliness and human oversight are non-negotiable for accuracy. \nIn this episode, we cover:Why marketers must learn pipeline coverage math and participate in pipeline calls to earn credibility with revenue leadersHow to move beyond volume and conversion metrics to focus on lifecycle engagement, churn reduction, and expansionUsing AI to sharpen ICP definition and deliver context at scale while maintaining data cleanliness and human oversightWhy personal agency,...","thumbnail_url":"https://img.transistorcdn.com/KGx4-BCjpGbp-E_DEDOku79tqQ_1dY9T5ogWaJ3I3S8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS84ODRk/OTAxZmYwOTcwOTcy/ZGNhZTYwYzc3M2Iz/NWQ0NC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}