Marketing Impact Unlocked: Prove, Scale, and Strengthen Revenue Contribution

“We need to stop forcing marketing metrics on the business—MQLs, click-through rates, web traffic—and start speaking the language of pipeline, bookings, and revenue. When marketers align their reporting with what the executive team actually cares about, they stop defending their existence and start leading the growth conversation.” That’s a quote from Leslie Alore and a sneak peek at today’s episode.

Hi there, I’m Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of your competition.

In Marketing Impact Unlocked: Prove, Scale, and Strengthen Revenue Contribution, we’re unlocking marketing impact with Leslie Alore, SVP of Marketing at Flexera.

If you’re tired of defending MQLs and want to start proving real business value, this episode is for you. Leslie breaks down how to align marketing with what your executive team actually cares about—pipeline, bookings, and growth.

You’ll learn how to build a contribution model, earn executive trust, and scale marketing’s influence across the full customer lifecycle.

Stay tuned until the end, where Leslie shares how to flip the script—from proving marketing’s value to collaborating on shared outcomes.

Let’s go!

Kerry Curran, RBMA (00:01.553)
Welcome, Leslie. Please introduce yourself and share your background and expertise.

Leslie Alore (00:08.065)
Hi, Kerry—thank you for having me. I’m Leslie Alore, Senior Vice President of Marketing at Flexera, a B2B SaaS company offering IT and FinOps solutions. Before Flexera, I held growth marketing, lifecycle marketing, and marketing-operations roles at organizations in the private-equity space—like Ivanti—and in the public space, such as Iron Mountain.

Kerry Curran, RBMA (00:37.209)
Excellent—welcome. We’re excited to have you here. I first met you at B2B MX in Arizona earlier this year, where your presentation on marketing measurement and alignment really resonated. I learned so much and knew it would make a great podcast topic.

You’re deep in B2B marketing and often talk with peers about current challenges. What are you seeing as the biggest issues marketers face today?

Leslie Alore (01:42.862)
One challenge is that we’ve trained business leaders to focus on marketing terms like MQLs, SQLs, and conversion rates—metrics that don’t directly connect to business outcomes. That disconnect makes marketing look separate from driving real impact, even though we’re a commercial, go-to-market function working alongside sales and customer success.

Kerry Curran, RBMA (02:34.790)
So, how can we improve that connection? Where are the gaps?

Leslie Alore (02:51.246)
First, we need to change the way we talk. Discussions about web traffic and MQLs belong in the marketing room. When speaking with business leadership, we should focus on pipeline, bookings, revenue, and smart financial investments—rather than only ROI. Up-leveling the conversation helps everyone see marketing’s impact.

We also have to explain how marketing drives those outcomes. It’s not always a pull-a-lever, dollar-in/dollar-out scenario—it’s nuanced, and that nuance matters.

Kerry Curran, RBMA (04:11.696)
Definitely. The shift from tactic-centric marketing to growth-centric marketing is big—especially now that buying behavior and investment climates have changed. Complex, long-cycle solutions versus transactional ones vary widely. How do you approach measuring brand initia