The traditional B2B marketing funnel is officially broken. Joined by guest Heidi Ramich on Tea Time with Tech Marketing Leaders, host Kerry Guard explores why modern customer journeys look less like a straight line and more like a Jackson Pollock painting—and what smart marketing teams are doing about it.
In a landscape where buying decisions are driven by entire committees rather than solo decision-makers, Heidi outlines the playbook for transitioning from vanity lead counts to true account-centric strategies.
What we dive into:
- Mapping the Non-Linear Path: Ditch outdated funnel models for an account-centric (ABX) approach designed to earn trust across complex buying groups.
- Smart Data & Tech: Use AI and predictive insights to spot accounts ready for change, focusing on buyer engagement clusters rather than isolated MQLs.
- Unified Revenue Teams: Why sales and marketing need to play like a single team, delivering strategic "air cover" during the quiet phases of the sales cycle.
- Metrics That Actually Matter: Shift your focus to long-term brand awareness, short-list placements, and high-intent actions—leaving open rates in the past.
What is Back on T-R-A-C-K?
Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders) is where founders learn how to build a true marketing growth engine — one that runs smoothly, scales sustainably, and supports the business you actually want to lead.
After hundreds of conversations with marketing leaders on Tea Time, one truth kept surfacing: too many founders are stuck chasing what’s shiny and new instead of strengthening the systems that create consistent, compounding growth.
Back on T-R-A-C-K is your reset. Join me and a lineup of fractional marketing leaders and founders who’ve paved the way — or are finding it in real time — as we share honest stories, practical strategies, and proven frameworks to help you get clarity, build momentum, and stay the course. Because growth doesn’t come from doing more — it comes from getting back on track.