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 Beyond Lead Generation: The Nitty Gritty Of Marketing with Mark Goblirsch

Published on October 05, 2022


Running a business requires coordination among several moving parts working together towards a common goal. And while it’s safe to assume that everyone has a clear and crucial role to play, one department that often bears the pressure to prove its mettle is marketing. 

In this episode of the Love Selling Hate sales podcast, Josh Wagner talks to management consultant and SVP and Managing Director, Client Advisory for Shift Paradigm, Mark Goblirsch. Mark talks about the most common challenges that marketers today face, including the balancing of both art and numbers, as marketing involves both creativity and data-driven approach in its daily operations. He also gives us a high-level overview of the many marketing trends that are emerging in today’s fast-paced business environment. 


  • Leads are not the only measure of marketing
  • The C-Suite often speaks a different language than marketing
  • Organization beliefs that hinder progress
  • The kind of marketer that you should be looking for 
  • The creative side of marketing is not less important than the results
  • Emotional Appeal: Why B2B companies need to act more like B2C 


Mark on the pressure that the Chief Marketing Officer experiences: “Sometimes I joke about it being a little bit like Survivor. You don’t want to get voted off the island, you end up in this kind of survival mode in what you’re going through. And even if you’re crushing it, you tend to in that role, you tend to feel the pressure, you feel the stress.”

Mark on the communication gap between marketing and other departments: “Sometimes folks can end up feeling like they’re on a different page when oftentimes they are on the same page. They might be using different nomenclatures or their business plans aren’t quite aligned. But communication and how they think about the business, how they talk about it and what those key metrics are, I think are really important to achieve that alignment.” 

Mark on focusing market resources: “You can’t market to everybody on the planet all at once. You’ll go bankrupt in like 24 hours. So you have to have some methodology for figuring out who to market to and when, and how much.” 

Connect with Mark through the links below:

About Josh Wagner: 

Josh is a growth advisor and the host of the Love Selling Hate Sales podcast. He specializes in helping executives understand modern marketing and sales to drive growth in a scalable way. 

To learn more about Josh and his work, follow the links below: