Episode Overview

What does it take to turn marketing into a genuine driver of growth?

In this episode of Shaking the B2B Tree, Rob Skinner speaks with Steve Stano, who leads B2B marketing at Morgan Stanley at Work, about the thinking behind his approach. Drawing on 15 years in the field, Steve explains how he has moved beyond instinct alone, blending experience with data to guide decisions. That shift has shaped both campaign results and how marketing is viewed across the business.

He also questions the value of MQLs in complex buying cycles, arguing that individual leads reveal little. A stronger focus, he suggests, is on account engagement and intent signals. Alongside this, he addresses the risks of reworking measurement models, the need to tie activity to business priorities, and why marketers must think commercially to secure influence.

Key Takeaways

Alignment to business priorities

Marketing without a strong link to commercial outcomes becomes noise.

Data sharpens instinct

Strong decisions come from blending judgement with data rather than relying on one in isolation.

MQLs fall short

Single lead metrics do not reflect how B2B buying works. With larger buying groups, success sits in account engagement and signals of intent across multiple stakeholders.