Why SEO needs a seat at the exec table with Malte Landwehr
In this episode, Maeva Cifuentes speaks with Malte Landwehr, VP of SEO at Idealo. Malte shares how SEO isn’t just a channel, it’s the foundation of Idealo’s business model and what it actually means to lead SEO at executive level. He walks through how he filters out 75% of ideas using prioritization frameworks, how he scopes influence across five departments without direct authority, and how he handles being the first call when traffic drops. Malte also shares how he’s thinking ahead to generative search, what’s working for brand visibility in LLMs today, and why B2B leaders should be watching that space more closely than they are.
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31:36
Failing fast: Embracing experimentation with Lindsay Kelley
In this episode of Executive Conversations, Maeva Cifuentes speaks with Lindsay Kelley, VP of Marketing at Sonar Software. Lindsay talks us through her techniques for advocating for marketing initiatives within the organization to secure necessary resources. They also discuss methods to develop and present budgets that reflect marketing goals and company targets and strategies to identify and collaborate with internal allies who can champion marketing initiatives.In this episode, we talk about:Executive Buy-InLong-Term GTM StrategiesData-Driven NarrativesBudget AlignmentInternal Marketing
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28:15
Podcast Episode Title: Marketing Marketing: Selling Your Ideas Internally with Jordan Hwang @OpenPhone
In this episode of Executive Conversations, Maeva Cifuentes speaks with Jordan Hwang, VP of Marketing at OpenPhone. Jordan explains why marketing leaders must learn to "market marketing" within their organization to secure buy-in for initiatives. Jordan and Maeva also discuss expanding influence across teams and aligning stakeholders around shared goals. Jordan emphasizes that cross-functional teams should intuitively understand why marketing does what it does.They also discuss how to cut through noise, establish credibility, and prevent “armchair marketing” from derailing real strategies.
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29:03
Why GTM Leaders Should Sell the Strategy Before the Budget with Hannah Garner
In this episode of Executive Conversations, Maeva Cifuentes speaks with Hannah Garner, CRO at Arctic Shores, about the real work behind getting leadership on board with a marketing strategy. Hannah explains why starting with budget is a losing game—executives need to agree on what "good" marketing looks like before numbers even enter the conversation. She shares how GTM leaders can sell their vision when they don’t have the data, using industry benchmarks and market shifts to make a compelling case. In this episode, we talk about: executive buy-in GTM strategy marketing budget approval CFO alignment internal marketing
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26:23
How to align marketing and sales for shared accountability with Silvia Valencia
In this episode of Executive Conversations, Maeva Cifuentes speaks with Silvia Valencia, VP of Revenue Marketing at Docebo, about her journey from agency to in-house marketing. Silvia shares how her experience at Refine Labs taught her to manage buy-in, present strategic investment cases, and reallocate budgets effectively. Maeva and Silvia also emphasize the importance of starting relationships with clear communication, setting expectations for short- and long-term outcomes, and delivering early wins to gain credibility.
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