Jennifer Jurgens, CEO of 1BoldStep, shares how to reframe marketing as a core revenue function by focusing on measurable outcomes, fixing funnel bottlenecks, and driving customer retention.
From aligning with sales to applying Lean principles across the revenue cycle, Jennifer explains what it really takes to prove marketing’s value and earn a permanent seat at the table.
Conversation points:
00:00 - Why Retention Beats Acquisition: Revenue After The First Sale
00:57 - Introducing Jennifer Jurgens: Revenue-First Marketing Advocate
01:25 - Shifting Focus: From Marketing Metrics to Revenue Metrics
04:19 - The Long Game: Content Marketing & Sales Alignment
07:30 - Setting Realistic ROI Expectations for Content and Social
10:35 - Rethinking the Funnel: The Modern, Nonlinear Customer Journey
13:54 - Funnels, Side Doors & Buying Committees: Understanding Customer Behavior
15:36 - The Bow Tie Funnel: Cross-Sell, Upsell, and Retention
18:01 - The Pivot to Lean: Optimizing the Entire Revenue Cycle
20:41 - Building the Machine: Managing Expectations & Creating Sustainable Growth
24:17 - Sales & Marketing Alignment: Best Practices and Communication Protocols
27:44 - Where to Connect with Jennifer Jurgens & Final Thoughts
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.