The ROI Puzzle

Nicole Stirling breaks down a Sydney breakfast panel with senior B2B marketers from Google Cloud, Dynatrace, Schneider Electric, and Island. No slides, no vendor pitches, just an honest conversation about AI, ABM, MQLs, and the stuff most marketers only say out loud when sales isn't in the room. Plus the story of how one client recovered $500K in pipeline that had been wrongly handed to sales.

00:09 Four marketers, 56 mentions of AI, zero panic

03:39 The $500K that was hiding in plain sight

04:30 When ABM is just expensive account management

06:58 Stop chasing the magic lead

08:30 "Marketing isn't a service," start at hiring

10:17 What works in Sydney flops in Tokyo

11:52 The data's already there. The story isn't.

Learn more at https://www.stirlingmarketing.net

Don’t forget to like, comment, and subscribe for more insights from The ROI Puzzle.

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ABOUT NICOLE STIRLING

Nicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.

You can reach out to Nicole through:

LinkedIn:  https://www.linkedin.com/in/nicolestirling/

Website: https://www.stirlingmarketing.net

ABOUT THE ROI PUZZLE

The ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with executive leaders focused on growth in sales and marketing from top tech companies. Each episode explores topics like 

attribution, pipeline visibility, sales and marketing alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.

To know more about The ROI Puzzle, you can visit the links below:

Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDP

YouTube: https://www.youtube.com/channel/UC2R7dib6tKP4abfFZjwpbug

Nicole Stirling shares new research from 24 senior GTM leaders across Asia Pacific and Japan revealing why traditional demand gen fails in this region and the four strategies high performers use instead.01:54 Why Global Playbooks Fail in APJ05:42 Four Strategies That Actually Work06:00 Partner Led Entry Model06:30 Curated Executive Engagement07:30 Signal Based Outreach08:00 Building Local Proof Systems08:30 Metrics That Drive Revenue09:19 Your 90 Day Action Plan10:47 Download the Full ResearchResources:Download the full research: The Quiet Pipeline Crisis in APJ White Paper at stirlingmarketing.netBook your free Pipeline Acceleration Roadmap (60 minute strategy session to audit your funnel and identify where leads are stalling): stirlingmarketing.net/roadmap----------------------------------------------------------------------------ABOUT NICOLE STIRLINGNicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.You can reach out to Nicole through:LinkedIn:   / nicolestirling  Website: https://www.stirlingmarketing.netABOUT THE ROI PUZZLEThe ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with executive leaders focused on growth in sales and marketing from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales/marketing alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.To know more about The ROI Puzzle, you can visit the links below:Podcast/Blog: https://open.spotify.com/show/6ZXy9cc...YouTube:    / @theroipuzzle  

Nicole Stirling sits down with Christina St.Pierre, Director of Growth Marketing at Contentstack, to talk about how to grow the pipeline even when budgets are flat and teams are small.

Christina breaks down how she combines BDRs and field marketers into one strong team, how she uses AI to sharpen outbound messages, and how her team creates personalised marketing experiences without spending a lot.

You’ll hear real examples of what’s working today, how to align sales and marketing, and smart ways to personalise campaigns that actually move the needle.

Here's what you're in for:

00:00 – Welcome to The ROI Puzzle

00:09 – How to scale the pipeline with fewer resources

00:32 – Stirling Marketing wins and real results

01:25 – Meet Christina St.Pierre

01:47 – Christina’s team setup and responsibilities

02:13 – Bringing BDRs and field marketers together

06:49 – Using AI to make outbound sharper and faster

10:14 – Smarter, personalised direct mail ideas

12:27 – Final thoughts + how to connect

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Learn more at https://www.stirlingmarketing.net

Don’t forget to like, comment, and subscribe for more The ROI Puzzle insights!

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ABOUT CHRISTINA ST.PIERRE

Christina is currently the Director of Growth Marketing at Contentstack, where she leads programs that strengthen marketing and sales alignment, improve outbound performance, and drive consistent pipeline growth.

Previously, as Global Director of Partner Marketing at Zuora, Christina built the partner marketing function from the ground up, created Joint Market Activation Plans (JMAPs), and launched scalable partner programs that increased engagement by more than 10% and grew sponsorship revenue 5x.

She is known for delivering high-impact integrated campaigns, coaching and developing teams, and bringing cross-functional groups together to achieve measurable results. Christina is passionate about building strategic, innovative marketing programs that elevate brand presence, empower people, and accelerate pipeline growth

You can reach out to Christina through:LinkedIn: https://www.linkedin.com/in/cstpierre912/ 

Website: https://www.contentstack.com 

ABOUT NICOLE STIRLING

Nicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.

You can reach out to Nicole through:

LinkedIn: https://www.linkedin.com/in/nicolestirling

Website: https://www.stirlingmarketing.net

ABOUT THE ROI PUZZLE

The ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with marketing leaders, CMOs, and growth strategists from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.

To know more about The ROI Puzzle, you can visit the links below:

• Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDP

• YouTube: https://www.youtube.com/@theroipuzzle

In this episode of The ROI Puzzle, Nicole Stirling sits down with Ethan Lippman, Vice President of Revenue Operations at Alkami Technology, to unpack the blind spots hiding inside most B2B funnels.

They break down why teams lose visibility between SDRs and sales, why attribution often falls apart, and practical ways to improve the buyer journey from first touch through to closed-won.

If you’re a marketing or RevOps leader looking to prove ROI with confidence, this episode is for you.

Here’s what you’re in for:

00:00 Introduction to The ROI Puzzle

00:35 Understanding the Pipeline Acceleration Roadmap

01:27 Introducing Ethan Lippman and Alkami Technology

01:55 Challenges in Lead Conversion: SDR to SQL

05:39 Creative Mid-Funnel Marketing Strategies

08:37 Leveraging Intent Data for Marketing Success

10:51 Conclusion and Contact Information

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Learn more at https://www.stirlingmarketing.net

Don’t forget to like, comment, and subscribe for more The ROI Puzzle insights!

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ABOUT ETHAN LIPPMAN

Ethan Lippman is the Vice President of Revenue Operations at Alkami Technology, where he oversees sales, marketing, and customer success to keep every part of the go-to-market engine aligned. Alkami Technology provides community and regional banks with a modern, all-in-one digital banking platform, and Ethan plays a key role in driving revenue growth, improving pipeline visibility, and closing operational gaps across the full lead-to-revenue journey.

You can reach out to Ethan through:LinkedIn:https://www.linkedin.com/in/ethanlippman/ 

Website:https://www.linkedin.com/company/alkamitech 

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ABOUT NICOLE STIRLING

Nicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.

You can reach out to Nicole through:

LinkedIn: https://www.linkedin.com/in/nicolestirling

Website: https://www.stirlingmarketing.net

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ABOUT THE ROI PUZZLE

The ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with marketing leaders, CMOs, and growth strategists from top tech companies.

Each episode explores topics like attribution, pipeline visibility, sales alignment, and the use of AI to measure impact.

Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.

To know more about The ROI Puzzle, you can visit the links below:

• Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDP

• Youtube: https://www.youtube.com/@theroipuzzle
  

In this episode of The ROI Puzzle, Nicole Stirling from Stirling Marketing sits down with Tyler Will, VP of Revenue Operations at Intercom, to unpack the messy reality behind attribution, pipeline blind spots, and disconnected revenue stacks.

Tyler shares how Intercom’s revenue operations team aligns marketing, sales, and customer success to speak a common language around metrics and how leaders can build a single source of truth that drives clarity, accountability, and results.

You’ll learn what causes pipeline leakage, how to build a unified dashboard that everyone trusts, and why “pipeline is oxygen” for your business.

Here’s what you’re in for:

00:00 Understanding Pipeline Gaps

01:33 Challenges in Attribution

09:30 Best practices for clear Attribution

11:41 Where to connect with Tyler Will online

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Learn more at https://www.stirlingmarketing.net

Don’t forget to like, comment, and subscribe for more insights from The ROI Puzzle.

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ABOUT TYLER WILL

Tyler Will leads the Sales Operations team at Intercom, guiding global operations, analytics, and strategy for the company’s Sales and Customer Success organisations.

Previously, he led multiple strategy and operations teams at LinkedIn, including Global SMB Sales Strategy & Operations for Talent Solutions, North America Sales Operations for LinkedIn Learning, and Global Sales Operations for Sales Development, supporting teams across all LinkedIn SaaS products.

Before LinkedIn, he worked at Bain & Company in the Technology, Media & Telecom practice, focusing on go-to-market strategy, pricing, and large-scale change management, as well as performing private equity diligence across several industries.

He began his career at Bates White Economic Consulting, developing deep expertise in litigation and financial analysis across asbestos liability, insurance coverage, antitrust, and early-stage startup strategy.

You can reach out to Will through:LinkedIn: https://www.linkedin.com/in/tylerwwill

Website: https://www.intercom.com/ 

ABOUT NICOLE STIRLING

Nicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.

You can reach out to Nicole through:

LinkedIn: https://www.linkedin.com/in/nicolestirling

Website: https://www.stirlingmarketing.net

ABOUT THE ROI PUZZLE

The ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with executive leaders focused on growth in sales and marketing from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales/marketing alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.

To know more about The ROI Puzzle, you can visit the links below:

• Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDP

• YouTube: https://www.youtube.com/@theroipuzzle
  

In this pilot episode of The ROI Puzzle, Nicole Stirling, CEO of Stirling Marketing, talks with Julianne Martin, Director of Marketing at DigiStore24, about how misalignment between sales and marketing can directly impact revenue.

Julianne shares a real campaign story that went off track when the sales team joined too late, and how her team fixed it by bringing sales and marketing together earlier in the process. She also explains how DigiStore24 now works to educate potential customers sooner, so sales conversations are smoother and more effective.

This episode breaks down practical steps to improve collaboration between teams, avoid message mismatches, and boost revenue performance across the funnel.

Here’s what you’re in for:

00:00 – When Sales and Marketing Don’t Speak the Same Language

01:30 – Julianne Martin of  Marketing Director at DigiStore24

02:04 – Real Story: The Campaign That Fell Apart Without Sales Input

04:30 – How DigiStore24 Rebuilt Alignment and Collaboration

05:44 – The Revenue Results of Working as One Team

08:08 – Julianne’s Best Advice for Marketing Leaders09:18 – Connect with Julianne and DigiStore24

10:00 – Nicole’s Final Thoughts + How to Fix Your Funnel

Learn more at https://www.stirlingmarketing.net

Don’t forget to like, comment, and subscribe for more The ROI Puzzle insights!

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ABOUT JULIANNE MARTIN

Julianne Martin is the Head of Marketing for DigiStore24 US, where she leads global initiatives to grow the brand, empower top affiliates, and bring together the brightest minds in digital commerce through high-impact events and experiences.

Known for building strategic, metrics-driven marketing ecosystems, Julianne blends creativity with data to deliver measurable results across both B2B and B2C markets. Her expertise spans affiliate and partner strategy, performance marketing, global campaign execution, and event marketing, all anchored by a passion for human connection, team culture, and brand integrity.

Julianne believes great marketing is both art and alignment—driven by bold ideas, authentic relationships, and teams that share a common vision.

You can reach out to Julianne through:LinkedIn: https://www.linkedin.com/in/juliannesmartin

Website: https://www.digistore24.com

ABOUT NICOLE STIRLING

Nicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.

You can reach out to Nicole through:

LinkedIn: https://www.linkedin.com/in/nicolestirling

Website: https://www.stirlingmarketing.net

ABOUT THE ROI PUZZLE

The ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with marketing leaders, CMOs, and growth strategists from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.

The hardest question in B2B marketing is what’s really working?

Host Nicole Stirling sits down with CMOs and growth leaders to untangle the numbers behind great marketing.

Learn how high-performing teams prove value, align with sales, and build engines that turn spend into measurable growth.