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 turning spend into pipeline — and pipeline into proof.
From attribution challenges and sales alignment to AI-driven insights and demand generation, The ROI Puzzle gets to the real stories behind the numbers.
Expect sharp insights, honest conversations, and practical ideas to help you turn marketing from mystery into measur
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How Highspot Built Their Predictable Pipeline Engine
Tuesday, July 21, 2026 • Duration 13:47
Most B2B marketing teams are measuring the wrong thing. They hit MQL targets. Pipeline still stalls. Somebody needs to explain where the money went, but nobody owns the answer. Patrick Bradshaw has been in that room. He runs acquisition and growth marketing at Highspot.00:00 Why most B2B leads never become pipeline02:17 What Patrick actually runs at Highspot03:43 Where deals quietly go to die05:24 The system that makes reps actually follow up09:32 What changed when marketing joined the Monday call11:10 How to grow pipeline without growing the budgetLearn more at https://www.stirlingmarketing.netDon’t forget to like, comment, and subscribe for more insights from The ROI Puzzle.ABOUT PATRICK BRADSHAWPatrick Bradshaw is Senior Director of Acquisition and Growth Marketing at Highspot, where he leads teams responsible for driving new customer pipeline and scaling their growth engine. With over a decade of experience at the intersection of demand generation, marketing operations, and revenue growth, Patrick has helped B2B organisations turn marketing activity into measurable pipeline.LinkedIn: https://www.linkedin.com/in/patrick-bradshaw-28ab203/Website: https://www.highspot.com/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: https://www.linkedin.com/in/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 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/6ZXy9ccI8JqEAETghD7eDPYouTube: https://www.youtube.com/channel/UC2R7dib6tKP4abfFZjwpbug
Intercom's VP of RevOps Reveals: The Truth About Multi-Touch Attribution
Tuesday, July 7, 2026 • Duration 12:46
Sales blames marketing for bad leads. Marketing blames sales for poor conversion. RevOps sits in the middle trying to make sense of data that doesn't add up. Tyler Will has watched this play out at LinkedIn and now at Intercom, where he runs Revenue Operations. His view: most B2B teams aren't just measuring attribution wrong. They're asking the wrong questions entirely.00:00 Why your attribution is probably lying to you02:15 The Post-it Note Problem04:27 Why disconnected tools make attribution impossible07:29 When every team claims they're winning09:33 The meeting that made everyone use the same data10:56 The one metric Tyler watches above everything elseABOUT TYLER WILLTyler Will is VP of RevOps at Intercom. His team covers analytics, strategy, and ops for global sales and customer success. Before that, at LinkedIn, he ran sales strategy and operations across several divisions: SMB talent products, LinkedIn Learning, and a global SDR org of about 400 people. Before LinkedIn, Bain & Company, doing go-to-market strategy and pricing work for enterprise tech companies in the US and EMEA.Linkedin: https://www.linkedin.com/in/tylerwwill/Intercom: intercom.comABOUT 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: https://www.linkedin.com/in/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 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/6ZXy9ccI8JqEAETghD7eDPYouTube: https://www.youtube.com/channel/UC2R7dib6tKP4abfFZjwpbug
How to Book 8 Meetings at Your Next HR Tech Conference
Wednesday, June 24, 2026 • Duration 12:47
Nicole Stirling from Stirling Marketing breaks down exactly why most HR tech conference sponsors walk away with business cards and zero pipeline - and the precise before, during, and after playbook that helped one client generate over $6M USD in pipeline from just six months of HR tech conference activity across Asia Pacific and Japan.
00:00 Introduction and why conference pipeline is broken for most HR tech sponsors
01:51 Why APAC HR tech is a market you earn, not scale into
03:30 The 95% stat that should change how you approach every event
04:35 Pre-event strategy: building your ICP target list and LinkedIn warm-up
05:40 How to lock in pre-booked meetings before you arrive on site
06:02 On-site rule: every conversation needs a committed next step
07:00 Why booking on the spot beats every follow-up sequence
08:37 The four-touch post-event sequence to keep pipeline momentum alive
10:44 The HR Tech Conference Pipeline Playbook and Pipeline Scorecard
Learn more at https://www.stirlingmarketing.net
Don't forget to like, comment, and subscribe for more insights from The ROI Puzzle.
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.
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.
60 Senior B2B Marketers on AI, ABM & Pipeline
Friday, June 12, 2026 • Duration 12:51
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.
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.
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
Why Your Asia Pacific Pipeline Isn't Converting (Fix It Fast)
Season 1 · Episode 5
Tuesday, March 17, 2026 • Duration 11:21
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: ABOUT 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: YouTube:
EP 4: Turning Prospect Signals Into Pipeline
Episode 4
Wednesday, January 7, 2026 • Duration 13:58
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
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.
EP 3: The Hidden Gap Killing Your Pipeline
Episode 3
Wednesday, December 10, 2025 • Duration 10:33
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
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.
EP 2: Fixing Attribution & Pipeline Gaps
Episode 2
Wednesday, November 26, 2025 • Duration 12:43
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.
Tyler Will leads the Sales Operations team at Intercom, guiding global operations, analytics, and strategy for the company’s Sales and Customer Success organisations.
EP 1: How DigiStore24 Improved Revenue by Fixing Sales-Marketing Disconnects
Episode 1
Wednesday, November 12, 2025 • Duration 09:52
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
The ROI Puzzle Where B2B Marketing Meets Measurable Results
Friday, November 7, 2025 • Duration 01:00
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.
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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:
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
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.
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:
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.
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:
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.
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.
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:
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.
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.
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.
