The modern B2B buyer doesn’t want to talk to sales until they’ve done their homework. In the latest episode of Supercharge Marketing, we flip the script as Thomas Klinger, Sales Manager @ Lumen5, interviews Pius Chan, Lumen5’s VP of Revenue, about the fundamental transformation of how enterprise buyers research, evaluate, and purchase solutions today.
Meet Pius Chan
Pius Chan brings 25 years of B2B technology experience to the conversation, having led growth teams at global giants like SAP and Hootsuite, as well as running his own marketing and sales agency for five years. At Lumen5, he oversees the entire go-to-market strategy across sales, marketing, and customer experience—giving him a unique vantage point on what actually drives revenue in today’s market.
What You’ll Learn
- The three forces reshaping buyer behavior: Generational changes, technology access, and product proliferation have created self-sufficient buyers who complete 70% of their journey before ever contacting sales
- Revenue marketing vs. arts and crafts: Why marketing teams not tied to pipeline generation are at risk, and how to structure KPIs at every funnel stage (awareness, consideration, decision)
- The three-pillar framework: Small to mid-size companies must master revenue marketing first, then product marketing, then brand marketing—skipping steps creates weak foundations
- Cross-functional alignment strategies: How to make revenue a company-wide goal by building strong relationships between marketing, sales, product, and customer experience teams
- Customer truth over internal opinions: Why listening to churned customers reveals more than case studies with happy customers ever will
Why You Should Care
If your marketing team is focused on brand campaigns and social impressions without clear ties to pipeline, you’re not alone—but you might be in trouble. As Pius bluntly puts it: “Marketing that doesn’t drive revenue is just arts and crafts.” In times of economic uncertainty and tighter budgets, proving your marketing ROI isn’t optional anymore. This Supercharge Marketing episode gives you the framework to transform from cost centre to revenue engine, whether you’re at a startup or enterprise organization. The insights on buyer behaviour evolution and marketing maturity stages provide a practical roadmap for survival and growth.
Ready to build a revenue-driven marketing function? Listen to the full episode of Supercharge Marketing on your favorite podcast platform and subscribe for more actionable insights from marketing leaders who’ve been in the trenches.
