How to Turn Your C-Suite Into a Sales Advantage with Serena Walker

Every technology company is chasing the same handful of senior decision makers right now, and their inboxes are full. So how do you actually get through, and how do you turn your own senior leaders into part of the answer rather than a name on a slide? In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Serena Walker, a commercial marketing leader who has spent her career driving enterprise growth for large corporate tech companies. Serena shares how she has moved C-suite executives from occasional guest appearances into active participants in the sales process, building peer-to-peer engagement that gets real traction with the hardest people in the building to reach. Serena also unpacks what actually cuts through the noise before a peer-to-peer relationship even begins, from the role brand and PR play in shaping how senior buyers see you before sales ever gets a call, to how ABM and demand generation work together rather than as separate strategies. All of it points back to the same conclusion: the strategy only works if your senior leaders are actually part of it. What You'll Learn in This Episode: ✔️ Why cutting through C-suite inbox noise takes more than a good subject line ✔️ How peer-to-peer engagement builds trust faster than any sales outreach ✔️ What an executive engagement programme actually looks like in practice ✔️ How ABM and demand generation work together rather than as separate strategies ✔️ How sales and marketing collaboration actually works day to day, not just in theory If your C-suite is still sitting on the sidelines while sales does all the reaching out, this episode makes the case for why that has to change, and exactly how to do it. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - If you’re a CEO, Senior Marketing Leader, or decision-maker in B2B, this is your gateway to building a trusted recruitment partnership. Karen Lloyd works closely with high-growth businesses to headhunt senior talent and build strong connections with leadership teams that deliver results. Connect:   / lloydkaren   Leadership starts with the right conversations. This is one of them. For more insights from this episode, check out the full blog recap here: https://www.armstronglloyd.co.uk/podcast Subscribe for insights into the world of sales, B2B marketing and leadership.