We’re kicking off the first episode of “The Modern Revenue Executive” with a conversation on breaking down silos between sales and marketing.
Michelle Barbeau, Chief Revenue Officer of eHealth, Inc., explains how she unified marketing and sales under one revenue-focused function. Michelle dives into how shared KPIs, cross-functional data access and daily standups helped build trust, drive collaboration and ultimately drive revenue.
Key Takeaways:
00:00 Introduction.
06:18 Why aligning people, process and priorities matters.
07:57 How shared conversion KPIs unlock growth.
09:27 The impact of inviting marketing into sales standups.
11:36 Structuring the go-to-market engine around AEP.
15:33 Diversifying beyond seasonal revenue peaks.
21:00 Replacing off-hours with empathetic AI agents.
26:50 Turning retention into a strategic growth lever.
31:30 Building trust through authentic brand messaging.
Resources Mentioned:
https://www.linkedin.com/in/michellebarbeau/
eHealth, Inc. | LinkedIn
https://www.linkedin.com/company/ehealthinsurance/
eHealth, Inc. | Website
https://www.ehealth.com
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#B2BSales #AIInMarketing #RevenueGrowth
Disclaimer: References to “about 50 organizations” and “LTV of two to three years” in this episode specifically refer to eHealth’s Medicare Advantage business.