How to Connect Marketing to Revenue

This week, I am joined by two guests who have done the real work of building a model that clearly connects marketing to revenue. 

First, Paula Cobb, VP of Marketing at AvaSure, a private equity-backed virtual care platform. Paula brings over 30 years of healthcare marketing experience and runs what she calls a peanut butter and jelly go-to-market model, where sales, marketing, and customer success are genuinely inseparable. What I find compelling about her perspective is how tightly she has wired marketing into product decisions and the fact that AI tools have essentially become named members of her org chart.

My second guest is Alex Esquivel, VP of Marketing at Luma Health. Alex has an unusual background for a marketer. She came up through finance and operations, which gives her an unusually clear-eyed view of why the traditional MQL model was, in her words, doomed from the start. She describes what a genuinely revenue-accountable marketing model looks like in practice, including how she structures account-based motions, why she does not measure MQLs at all, and how she is moving from slow campaign cycles to fast, iterative content that responds to what buyers actually care about.

Both conversations offer something different. Paula gives you a vivid inside look at a mature, integrated GTM operation. Alex gives you a sharp, first-principles case for rebuilding from scratch. And at the end of the episode, I come back with five key takeaways from both conversations that I think you will find genuinely useful wherever you are on this journey.

If you are a healthtech marketer still working through what modern demand generation actually looks like, this one is worth your full attention.

Key Topics:

• Introduction “(00:00)”
• The Shift from Lead Volume to Revenue Accountability "(01:00)"
• The Peanut Butter and Jelly Model at AvaSure "(07:00)"
• Moving from MQLs to Deep Discovery "(12:00)"
• Why Customer Success is Part of GTM "(21:00)"
• AI on the Org Chart "(27:00)"
• Why Traditional Demand Gen was Doomed "(36:00)"
• Measuring Stage Three Opportunities "(38:00)"
• Killing the Traditional Campaign Model "(41:00)"
• The Power of the Zero-Party Data Field "(53:00)"
• Hiring for Curiosity Over Skillsets "(59:00)"

If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.

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