HeyJaredThe ROI Puzzle
The ROI Puzzle explores the hardest question in B2B marketing — how to prove what’s really working.Each episode, host Nicole Stirling from Stirling Marketing sits down with marketing and sales leaders from some of the most innovative B2B tech companies to unpack how they’re…
- Indexed episodes, last 90 days
- 8
- Latest publication
- Sep 29, 2026
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- Earliest in this view
- Jul 7, 2026
Latest episodes
The Global Marketing Head Who Tracks $7M Pipeline Reveals Al (opens the original)
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Jasmeet Sawhney has spent a lot of time on this problem. He is the Global Head of Marketing at Axtria, where sales cycles are long and some of the most important marketing work - executive relationships, brand credibility - never shows up in any dashboard. 00:00 Why proving marketing spend keeps getting harder 02:16 The events everyone loved but nothing showed in the CRM 03:00 Why "if you can't track it" needs a caveat 04:37 The marketing work that matters but can't be measured 06:44 How AI is c
Global Marketing Head Who Tracks $7M Pipeline Reveals All | Jasmeet Sawhney (opens the original)
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Jasmeet Sawhney has spent a lot of time on this problem. He is the Global Head of Marketing at Axtria, where sales cycles are long and some of the most important marketing work - executive relationships, brand credibility - never shows up in any dashboard. 00:00 Why proving marketing spend keeps getting harder 02:16 The events everyone loved but nothing showed in the CRM 03:00 Why "if you can't track it" needs a caveat 04:37 The marketing work that matters but can't be measured 06:44 How AI is c
Why B2B Deals Are Moving Back Into the Room (opens the original)
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AI was supposed to push B2B marketing further into the digital. The room landed somewhere else. Face-to-face is becoming the premium play. In this episode, Nicole Stirling covers the second half of the B2B Marketing Leaders panel she moderated in Melbourne, with IBM, Twilio and Zendesk. She breaks down why Zendesk splits its year between brand awareness and pipeline conversion, why IBM's CXO roundtables go unrecorded on purpose, the difference between account-based marketing and account-based mo
How B2B Teams Are Actually Using AI (opens the original)
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IBM, Twilio and Zendesk aren't talking about hypothetical AI use cases. Their marketing teams are already putting them to work. In this episode, Nicole Stirling shares lessons from a B2B Marketing Leaders panel she moderated in Melbourne. She breaks down how IBM is using AI to personalise event follow-up, how AI can act as a marketing assistant, and how teams are using it to solve attribution problems between sales and marketing. 00:00 Inside the Melbourne B2B marketing panel 02:39 What IBM, Twi
The Dext GM Who Transformed His Team's Close Rate (opens the original)
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Your buyer already knows your product before they talk to your sales team. They've done the research. Run it through AI tools. Compared you against the competition. By the time they get on a call, they're not there to learn — they want to know if the numbers hold up. Paul Wittich has been dealing with this shift for a while now. He's General Manager APAC at Dext, and in this conversation he talks through what's actually changed in pipeline generation across Asia Pacific - longer cycles, more peo
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