Nick sits down with Alan Gonsenhauser, Founder/CEO of Demand Revenue and 11x CMO, to talk about going from ham radio geek to global marketing leader. They dive into brand vs. demand, fixing churn, aligning marketing, sales, product & CS, and how CMOs should speak CFO language using metrics like NRR, LTV:CAC, and pricing power. Plus, Alan shares stories from Xerox, Panasonic, GE, Enron-era startups, and why he launched his own advisory firm.

👉 Learn how to think like a business leader, not just “the marketing person.”

https://www.demandrevenue.com/podcasts/

In this Durham Lane Executive Roundtable, host Richard Lane is joined by Alan Gonsenhauser (CEO, Demand Revenue) to unpack what’s really behind a broken inbound funnel — and how to fix it.

Together, they explore how to bridge the gap between marketing, sales, and customer success using data, alignment, and technology.

🎙️ Key Takeaways:

How to define and align your Ideal Customer Profile (ICP)

The importance of lead qualification and clean CRM data

Setting Service Level Agreements (SLAs) between sales and marketing

The right way to use AI in your inbound strategy

Understanding problem-market fit → product-market fit → platform-market fit

Avoiding tech bloat and maximizing your MarTech ROI

📈 Whether you’re a CMO, CRO, or startup founder, this conversation reveals the strategies top executives use to align teams, optimize inbound conversion, and drive sustainable growth.

🎧 Subscribe to Durham Lane for more live discussions on B2B growth, marketing strategy, and sales excellence.

#DurhamLane #InboundMarketing #SalesAlignment #DemandRevenue #MarketingAutomation #B2BLeadership #AIinSales #CRMStrategy #ExecutiveRoundtable #LeadGeneration #BusinessGrowth

https://www.demandrevenue.com/podcasts/

Welcome to CMO Huddle Studio, the live show inspiring B2B greatness with host Drew Neisser (NYC). In this episode, we unpack the realities of fractional and interim CMO roles—when they work, when they don’t, how to price/position them, and how they impact full-time CMO value.

We’re joined by returning guest Alan Gonsenhauser (Founder & CEO, Demand Revenue; former 11x CMO; mentor to 150+ CMOs) who shares a concrete playbook for building trust fast, aligning ELT/board, setting expectations, and delivering speed-to-value—without getting trapped in politics.

What you’ll learn:

Why and when to hire fractional vs. interim vs. full-time CMOs

How fractionals build trust, alignment, and momentum in 30 days

Niche strategy for consultants: saying “no,” pricing, and positioning

The PE-backed environment: pain sensitivity vs. price sensitivity

Avoiding the pitfalls: dirty data, tech debt, churn, ICP misalignment

Retention metrics that matter (GRR, NRR, LTV:CAC) and board-level language

AI expectations for CMOs: convergent vs. divergent thinking and how to lead

Featured Guest
👤 Alan Gonsenhauser — Founder & CEO, Demand Revenue
Website: demandrevenue.com
(Discusses: customer-led growth, PE portfolio dynamics, interim/fractional operating models)

If this helped you:
👍 Like 
💬 Comment your #1 takeaway
🔔 Subscribe for more C-suite-level B2B marketing insights
📤 Share with a CMO/operator considering fractional or interim work

https://www.demandrevenue.com/podcasts/

🎙 Unlock the Secrets to Becoming an Indispensable Marketing Leader | Connect to Market Podcast

In this episode, host Casey Cheshire sits down with Alan Gonsenhauser, founder & CEO of Demand Revenue LLC, 11-time CMO, mentor, and executive adviser to over 150 CMOs and marketing leaders.

Alan shares powerful insights on:
✅ Why CMOs must act like business leaders, not just marketers
✅ The shift from performance marketing to building a remarkable brand and future pipeline
✅ How to align marketing, sales, product, and customer success for faster growth
✅ Understanding churn, retention, and lifetime value as key financial drivers
✅ The role of AI in convergent vs. divergent thinking — and how to stay innovative

If you want to become the kind of marketing leader your CEO and CFO see as a strategic partner, not just a tactical executor, this episode is a must-watch.

📚 Books & Concepts Mentioned:

Winning on Purpose by Fred Reichheld

Net Promoter Score (NPS) & Earned Growth

Clayton Christensen’s Disruptive Innovation

🔗 Connect with Alan Gonsenhauser:
Website: demandrevenue.com

Email: [email protected]

📢 Enjoyed this episode?
👍 Like this video
💬 Comment your top takeaway
🔔 Subscribe for more conversations with marketing leaders
📤 Share this with a fellow CMO or marketing pro who needs to hear it!

#MarketingLeadership #B2BMarketing #CMO #CustomerExperience #BrandStrategy #BusinessGrowth #GoToMarket #Churn #NetPromoterScore #AI #MarketingPodcast

https://www.demandrevenue.com/podcasts/

Fractional/Interim CMO and CMO coach Alan Gonsenhauser (Demand Revenue) explains what it really takes to thrive in PE-backed companies: speaking the language of finance, aligning on value creation and MOIC, building repeatable revenue engines, and acting like a business leader (not just a marketer). We cover why PE can be a career accelerator, when it becomes misery, and how to prepare 6–12 months ahead if you want that PE CMO role.

What you’ll learn

Why PE is good news (fast learning, frameworks, career upside) and when it’s bad news

The must-have shift from tactics → strategy → growth outcomes

How to interview for PE CMO roles (use STAR stories tied to revenue & retention)

Core metrics: MOIC, LTV/CAC, retention, and efficient growth

Thriving vs. struggling CMOs: expectation-setting, cross-functional alignment, and budget discipline

Preparing for PE in 6–12 months: finance fluency (EBITDA, CVP), GTM leadership, and cutting non-performers

Why brand reputation fuels future pipeline and win rates (not just “make it pretty”)

Who this is for
CMOs, VPs of Marketing, PE operators, founders/CEOs, and leaders targeting fractional/interim CMO or PE portfolio roles.

Connect

Alan Gonsenhauser – Demand Revenue: demandrevenue.com • [email protected]

Coaching, interim/fractional CMO, and PE portfolio growth advisory.

👍 If this helped, like & subscribe. Drop your PE CMO questions in the comments for a follow-up AMA.

https://www.demandrevenue.com/podcasts/

What It Takes to Be an Indispensable CMO | Alan Gonsenhauser Interview

Alan Gonsenhauser, founder of Demand Revenue and former CMO at 11 companies, shares what truly makes a CMO indispensable in today’s business landscape.

💡 Topics Covered:

• How customer-led growth drives long-term value
• Why churn kills growth—and how to fix it
• The power of aligning brand, demand, and retention
• What most companies still misunderstand about marketing
• Advice for new fractional CMOs and PE-backed execs

🎯 Ideal for CMOs, PE investors, and marketing leaders who want to lead like business strategists.

📍 Learn more at: demandrevenue.com

#CMO #MarketingStrategy #CustomerLedGrowth #FractionalCMO #PrivateEquity #Churn #DemandGeneration #ExecutiveLeadership #AlanGonsenhauser

https://www.demandrevenue.com/podcasts/

Why Customer-Led Growth Is the Future of Marketing | Full Interview with Alan Gonsenhauser

In this candid and insightful conversation, CMO coach and former Gartner analyst Alan Gonsenhauser breaks down why customer-led growth—not just lead gen—is the key to sustainable business success. Whether you're a CMO, CEO, or PE-backed executive, this is a must-watch on how customer experience, churn, and strategic alignment define the future of your revenue.

🧠 Key Takeaways:

Why revenue is a lagging indicator—and how focusing on retention and customer value drives future growth

The truth about churn: how it silently kills sales momentum, brand equity, and financial value

How CMOs can become indispensable strategic leaders by aligning brand, demand, and customer-led growth

The role of Net Promoter Score 3.0 in improving customer experience and business outcomes

How to work effectively with private equity firms and prove marketing's impact in financial terms

A real-world success story from FinThrive, where customer feedback led to a dramatic shift in retention and reputation

The importance of cross-functional alignment, shared KPIs, and defining what “good” looks like across departments

Why you need to measure earned growth, not just acquisition

📘 Recommended Reading:
Winning on Purpose by Fred Reichheld – a blueprint for building truly customer-centric organizations.

🎯 Whether you're stuck chasing leads or ready to become a business-first CMO, this conversation offers the mindset and metrics to lead with impact.

📌 Chapters:
00:00 - Introduction
01:20 - What is customer-led growth?
04:15 - Why revenue is a lagging indicator
06:40 - Metrics that matter to PE firms
10:30 - From tactical to strategic marketing leadership
14:05 - Case study: FinThrive and NPS 3.0
18:50 - Churn as a growth killer
21:00 - Aligning your ICP and internal teams
24:30 - Earned growth: the next evolution of NPS
27:00 - Final advice for CMOs and CEOs

#CustomerLedGrowth #CMO #MarketingLeadership #CustomerExperience #Churn #NetPromoterScore #FinThrive #PrivateEquity #BusinessStrategy #ExecutiveCoaching #MarketingMetrics #FullInterview

https://www.demandrevenue.com/podcasts/

Unlock the mindset and strategies of elite Chief Marketing Officers in this full coaching session with Alan Gonsenhauser, a top CMO advisor and fractional executive.

In this powerful session, Alan shares:

Proven frameworks for B2B and SaaS growth

How to align marketing with revenue and business goals

CMO challenges in 2025 and how to overcome them

Insights from advising PE-backed and health tech companies

How CMOs can lead through AI disruption and economic shifts

Whether you're an aspiring CMO, a VP of Marketing, or part of a growth-stage startup, this session is packed with valuable takeaways you can implement immediately.

🔔 Don’t forget to like, comment, and subscribe for more leadership insights.

📌 About Alan Gonsenhauser:
Alan mentors CMOs and marketing executives, often stepping in as a fractional/interim CMO for SaaS, health tech, and PE portfolio companies.

https://www.demandrevenue.com/podcasts/

Exploring the Synergy between CFOs and CMOs | Grow CFO Show

Join host Kevin Appleby and special guest Alan Gonsenhauser, Founder and CEO of DemandRevenue.com on the Grow CFO Show as they delve into the crucial relationship between Chief Financial Officers (CFOs) and Chief Marketing Officers (CMOs). 

Discover how these C-suite leaders can collaborate effectively to drive company growth and customer satisfaction.

In This Episode:

Alan’s Unique Perspective: With a background in finance and extensive experience as a 10-times CMO, and coaching and mentoring over 130 CMOs, Alan provides unique insights into the dynamics between CFOs and CMOs.

Key Discussion Points:

The evolving role of marketing in business and how it can be quantified and understood by finance.

Practical advice for CFOs on fostering a productive partnership with CMOs— and CMOs aligning effectively with their CFOs.

The importance of customer-led growth metrics like customer lifetime value, net promoter score, net revenue retention, and brand advocates bringing you new business on future financial performance, valuations, and goodwill.

Alan’s tips for creating predictive and impactful KPI dashboards that align marketing and finance objectives.

Why Watch? Learn strategies to enhance collaboration across departments, understand the modern demands of marketing, and harness the full potential of your company’s growth strategies. Whether you’re a CFO, CMO, or another C-suite executive, this episode offers valuable insights into maximizing business success through cross-functional alignment.

If you are a CFO, Join Grow CFO for access to a vibrant community of finance professionals and more insights on enhancing C-suite relationships to drive business success: www.growcfo.net

If you are a CMO, Demand Revenue includes blogs on enhancing relationships between the CMO and other C-suite members to drive business alignment and growth. www.demandrevenue.com

https://www.demandrevenue.com/category/c-suite-cross-functional-alignment/

https://www.demandrevenue.com/podcasts/

An April 17, 2025 candid conversation with veteran CMO and growth advisor Alan Gonsenhauser, CEO of Demand Revenue, LLC and Fractional United Marketing and Growth Advisory Board member. Alan's unique career journey began in finance and evolved into leading marketing at some of the world’s largest B2B companies. Alan will share how his financial roots shaped his approach to marketing leadership - and why today’s CMOs must understand and align with finance more than ever.

​We’ll explore how marketing and finance can work better together, lessons from Alan’s experience as a CMO (both full-time and fractional) and what it really means to be a business-first marketer.

​Expect sharp insights, real talk, and takeaways you can apply immediately in your fractional marketing leadership.

​Learn more about Alan at https://www.demandrevenue.com/

https://www.demandrevenue.com/podcasts/