x close
Nothing to display...
2 min read

A foundation for a winning revenue engine | Let’s Talk Revenue Marketing | Eve Chen & Bernadette McClelland


In our State of Revenue Marketing 2022 report, we found that:

  • Only half of the participating companies reached their revenue goals
  • Only 38.9% of the participating companies have dedicated revenue marketing roles
  • 47.5% of the companies said they have below-average practices when it comes to sales and marketing alignment

But if revenue generation is critical for the survival and health of a company, why are we seeing the above statistics? That’s what we’re addressing in this episode of Let’s Talk Revenue Marketing.

Our host Eve Chen is joined by Bernadette McClelland, an expert coach who specializes in personalized and effective messaging, to discuss building a revenue engine.

Key talking points:

  • Revenue generation responsibilities
  • Key performance activities
  • The misalignment challenge
  • How marketing can help lead generation
  • Telling stories using mental models

Meet the guest

Bernadette McClelland

Bernadette is an expert coach who specializes in personalized and effective messaging using her unique StorySelling methodology.

Bernadette offers her clients a unique experience in helping them market and sell in this new Connection Economy. She is a natural storyteller and a very inspirational speaker on leadership, sales, and motivation including at the B2B marketing events such as Intrigue.

She has been a High-Performance Coach for Anthony Robbins, a Sales Mentor for Harvard MBA students, a resource for the Nasdaq Entrepreneurial Centre, an award-winning author, a Top 50 sales speaker, awarded Top 35 Most Influential Women in Sales Globally and her presentations are a game changer. A high-content, warm yet direct speaker who walks her talk, you will be remembering her insights well after you leave the room.

Meet the host

Eve Chen

A best-selling author, speaker, entrepreneur, veteran revenue marketer, and change driver with extensive experience from global organizations.

Eve developed the first iteration of the Revenue Generation Value Chain (RVC) and a maturity framework to help organizations transform into a high-performing system with a methodical approach by building a robust growth engine to exceed their goals. Eve authored Ascending Growth which provides practical insights into transforming Marketing into a strategic growth enabler.

Eve sits on a number of boards and leads a revenue marketing and growth performance agency, The Growth Engine, which focuses on helping businesses to accelerate their revenue growth.

Be on the podcast

Did you enjoy this episode of Let’s Talk Revenue Marketing? If so, make sure you subscribe so you can always catch the latest episodes as they’re released!

If there’s a topic you’d like us to cover in a future episode, let us know on the Revenue Marketing Alliance community Slack channel.

Want to appear as a guest? Or do you know someone else who does? Contact hannah@revenuemarketingalliance.com with your pitch.

Written by:

Hannah Wesson

Hannah Wesson

Hannah has worked in content marketing since graduating and has a wealth of experience writing for a wide range of B2B and B2C companies.

Read More
A foundation for a winning revenue engine | Let’s Talk Revenue Marketing | Eve Chen & Bernadette McClelland