Jennifer Jurgens, CEO of 1BoldStep, shares how to reframe marketing as a core revenue function by focusing on measurable outcomes, fixing funnel bottlenecks, and driving customer retention.

From aligning with sales to applying Lean principles across the revenue cycle, Jennifer explains what it really takes to prove marketing’s value and earn a permanent seat at the table.

Conversation points:

• Why the marketing-to-sales handoff is where growth stalls
• The bowtie funnel: A smarter model for modern B2B
• How to prioritize content by identifying the biggest revenue gaps
• Why marketers must stop chasing leads and start solving sales problems
• What execs need to hear before they slash your budget
• How to align sales, marketing, and customer success for continuous improvement

00:00 - Why Retention Beats Acquisition: Revenue After The First Sale
00:57 - Introducing Jennifer Jurgens: Revenue-First Marketing Advocate
01:25 - Shifting Focus: From Marketing Metrics to Revenue Metrics
04:19 - The Long Game: Content Marketing & Sales Alignment
07:30 - Setting Realistic ROI Expectations for Content and Social
10:35 - Rethinking the Funnel: The Modern, Nonlinear Customer Journey
13:54 - Funnels, Side Doors & Buying Committees: Understanding Customer Behavior
15:36 - The Bow Tie Funnel: Cross-Sell, Upsell, and Retention
18:01 - The Pivot to Lean: Optimizing the Entire Revenue Cycle
20:41 - Building the Machine: Managing Expectations & Creating Sustainable Growth
24:17 - Sales & Marketing Alignment: Best Practices and Communication Protocols
27:44 - Where to Connect with Jennifer Jurgens & Final Thoughts

A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.