The Customer-Led Shift: When Marketing Drives Revenue (Omnicell)
In complex B2B markets, growth requires more than great products. It requires understanding what customers need, aligning the organization around those needs, and helping sales translate that insight into value buyers understand. In this episode, Stella Prefach, CMO at Omnicell, joins Gavin Finn to discuss her approach to transforming marketing from an internally focused function into a customer-driven growth engine, bringing marketing, sales, product, and engineering together to uncover customer needs, identify new opportunities, and create more relevant buyer experiences. Drawing on her experience across both B2C and B2B marketing, Stella shares how she is challenging organizational complacency, bringing the voice of the customer deeper into decision-making, and repositioning marketing as a strategic partner to the business. In this episode, we'll explore: Moving from product-led to customer-led marketing: Shifting focus from what the company sells to the problems customers need to solve. Breaking through organizational complacency: Challenging established thinking to uncover new markets and growth opportunities. Turning customer insight into action: Using customer, sales, and win/loss insights to shape strategy and create more relevant buyer experiences. Aligning marketing, sales, product, and engineering: Breaking down silos to create shared customer understanding and stronger go-to-market execution. Transforming marketing into a growth driver: Engaging complex buying committees, enabling sales, and making marketing accountable for customer engagement and business outcomes. Discover how Kaon helps B2B companies spark meaningful change through compelling experiences: kaon.com
