Executive Conversations · 2025-07-29 · 33 min
In this episode of Executive Conversations, Maeva Cifuentes speaks with Igor Kranjcec, VP of marketing at Farseer and at the Sastanak conference. Igor traces his 15-year shift from traffic-obsessed marketer to revenue-owned operator, explaining how linking every marketer’s bonus to closed-won deals ended budget battles and vanity metrics. He breaks down the mechanics of joint sales-marketing deal reviews, share-of-wallet dinners, and full-funnel KPIs that turn marketing into a genuine profit driver. Igor also digs into the psychology of “leading without authority,” showing how project-management rigor plus emotional intelligence lets marketers influence peers and executives without formal power. For new leaders, he shares why landing a visible win in the first 30 - 60 days is non-negotiable and how to manage up by handing execs decisions - not research. Finally, Igor warns against promoting star performers who refuse to leave execution, and offers a playbook for making support and CS teams accountable for upsell revenue. In this episode, we talk about: revenue accountability marketing-sales alignment leading without authority full-funnel KPIs executive buy-in
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