From Adversaries to Advocates: How to win friends (and budgets) with data
Release Date: 06/09/2026
The Limitless CMO, with Lisa Cole
Funnel Reboot podcast
I want to share three experiences I’ve had and I want you to see if there’s anything off about them: A while ago I sat with a RevOps leader, while they scrolled through a CRM where every single lead was tagged as an MQL. "Marketing sets them all to that," they said matter-of-factly. Sales knew, marketing knew, and everyone went along because the company was venture-backed and under executive demands to produce. Marketing simply bent the metric so the dashboard would look healthy. A Director of Marketing I knew understood that he could put a large budget bump in his annual plan....
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Running CTV & OOH Video Ads, with Aaron Foley
Funnel Reboot podcast
Up to the end of the twentieth century, the only ads that appeared on a screen were the ones arranged by a handful of TV networks. They were the only ones who could sell commercials, and only the biggest companies could afford what they charged for 30 seconds of airtime. Then, about 25 years ago, some digital marketing innovations started to make a new ad model possible. In 2000, Google launched a self-serve ad platform, and it was later joined by display ad exchanges like Right Media and DoubleClick. For a while, they displayed image ads, but faster broadband internet eventually meant they...
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Rebranding Done Right, with Travis Gobeil
Funnel Reboot podcast
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What Analysts wish marketers knew, with Marc-Andre Seguin
Funnel Reboot podcast
Some of us are lucky enough to work in a place with analysts who can help us make sense of our data. But there are added challenges in making this collaboration work. Analysts may struggle with the questions marketers ask, finding them too vague for analyzing. Marketers may get data back that they find irrrelevant; they may assume the analyst misunderstood their request. I’ll grant that we can speak the same language, but that isn’t enough. An Analyst cannot look at all the data, they cannot do analysis that will answer all your questions. The outcome you get will match...
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The Personal Branding Book, with Daria Dmitrieva
Funnel Reboot podcast
When I ask how someone forms their perception of a brand, what comes to mind? It might be they hear about it by word of mouth, or on an email thread or private message. In a nutshell, what’s said about our company when we’re not in the room, when we’re not in control of the message. Now try the same experiment with our personal brand. Is our immediate thought how to look as good as possible? Is it how to curate the results that pop up when they search our name? Truth is, our personal brand has already been formed, we just weren’t in on those conversations. Being active on...
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Balancing Data in B2B Partnerships, with Brendan Ziolo
Funnel Reboot podcast
“Black Swan” author Nassim Nicholas Taleb says “understanding how to act under conditions of incomplete information is the highest and most urgent human pursuit" He might have been referring to B2B marketing. Think of it. Internal teams have internal data that give insight into customer accounts and lifetime value. Their agencies are close to different data: media auction signals, campaign trends. But both of them are data-poor, disadvantaged by limited access to each others’ systems. As long as we tolerate the status quo, both sides will keep making false...
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Content, Simplified with Lee Densmer
Funnel Reboot podcast
Talk of Content marketing started appearing online around 2007. One of the few people who started talking about it was former Funnel Reboot guest Joe Pulizzi. It wasn’t until 2014 I became aware of marketers who were staking their career on the profession of creating content. I found the idea of giving-away-expertise a bit unsettling. Maybe it was because for a dozen years prior to that, I’d mainly communicated with audiences through paid ads. Gradually, Content marketing won out - we simply expect content on social media brings marketing results. Only one problem, our...
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Why you want AI to be a more Skilled Marketer than you, with Chris Dore
Funnel Reboot podcast
Small businesses run on lean marketing teams and tight budgets, but don't count them out. They're the overwhelming majority of businesses on earth. Small companies have one function that's poised to figure out AI through experimentation, analysis and strategic changes in direction. It's marketing, and it may very well determine the winner of the AI race. After graduating from Laurentian University, our guest worked in corporate and consulting positions across Canada and even in Korea. He then founded a business which he grew to a successful exit, which led to mentoring students at Algonquin...
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Earn It! with Steve Pratt
Funnel Reboot podcast
Everyone makes content now. But having content doesn’t automatically mean anyone will actually consume it. There are brands with long-running programs and audiences that carve out time for their content, while other brands’ programs fade because it became a thankless chore. What’s different between content that’s adored and content that dies in obscurity? The brands that win make content that audiences don’t see as branded content. Where the work they made was so genuinely useful, or surprising, or true — that instead of feeling exploited, the recipients felt like they...
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From Adversaries to Advocates: How to win friends (and budgets) with data
Funnel Reboot podcast
I can't prove it, but I think many marketers wish they could improve how they're perceived by corporate leadership. I have felt this way in more than one role, and racked my brain on how to fix it. I've entertained everything including coming to board meetings with a dozen custom-branded donuts. Thankfully, the a solution I have come up with isn't extreme and it doesn't require donuts. I was recently given the chance by a local association - the OPMMA - to give a talk and I picked this problem. I hope as you listen to how I think it's solved and the three moments where this...
info_outlineI can't prove it, but I think many marketers wish they could improve how they're perceived by corporate leadership.
I have felt this way in more than one role, and racked my brain on how to fix it. I've entertained everything including coming to board meetings with a dozen custom-branded donuts.
Thankfully, the a solution I have come up with isn't extreme and it doesn't require donuts.
I was recently given the chance by a local association - the OPMMA - to give a talk and I picked this problem.
I hope as you listen to how I think it's solved and the three moments where this method demands doing the opposite of what our gut says to do.
So give a listen to 'From Adversaries to Advocates'
All references in this show are linked in the Shownotes for this episode on the Funnel Reboot site.