#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 (06:23) - - Work-Life Balance as a CMO (20:37) - - How to Balance Cost, Volume, and Conversion Rates in Channel Optimization (23:14) - - 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 Grammarly.Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:– Cut down on back-and-forth– Automate content, research, and reporting– Eliminate busywork– Make space for strategyWe’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.Get the report and see how top teams are making AI actually useful.Visit go.grammarly.com/exitfive to grab it.***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