Revenue Marketing: How to Think Beyond Leads with Archana Chopda | The Marketing Couch | Ep 21

Meet Archana Chopda, a senior B2B marketing leader with over two decades of experience across some of the world’s most respected technology brands, including GE, HP, Microsoft, and Salesforce. Archana is currently the Vice President of Marketing at greytHR, a leading HRMS SaaS platform, where she leads marketing across India, Southeast Asia, and the Middle East.

In this episode of The Marketing Couch, we sit down to unpack what modern B2B marketing leadership really looks like—beyond funnels, templates, and surface-level metrics.

Archana shares grounded perspectives on revenue marketing strategy, what it truly means for CMOs to own revenue outcomes, and why understanding buyer behavior in B2B matters more than obsessing over funnel stages. We explore how enterprise marketing differs from startup marketing, what founders often underestimate while building go-to-market strategies, and how marketing and sales alignment directly impacts predictable revenue pipelines.

The conversation also dives deep into AI in B2B marketing—why AI should be treated as a powerful assistant and not a replacement for leadership judgment, how AI is reshaping market research and competitive intelligence, and what skills B2B marketers need to stay relevant in 2025 and beyond.

With firsthand experience scaling SaaS businesses across India, Southeast Asia, and the Middle East, Archana brings valuable GEO-aware insights into market expansion, cultural nuance, and building trust-driven growth in diverse regions.

We also discuss hiring and building high-performance marketing teams, mentoring founders and marketers, and what separates effective marketing leaders from execution-focused operators.

What you’ll learn

🔹 What revenue marketing really means in practice
🔹 How CMOs and VPs of Marketing think about owning growth
🔹 Why funnels fail without buyer behavior understanding
🔹 Enterprise vs startup marketing: what needs to change
🔹 How AI is changing B2B marketing leadership
🔹 Why AI cannot replace a CMO’s judgment
🔹 How to align marketing and sales for real revenue impact
🔹 Skills required for modern B2B marketers
🔹 Scaling SaaS marketing across India, SEA, and MEA

Where to find Archana Chopda
LinkedIn:   / archanachopda  

Where to find Jaydip Sikdar
LinkedIn:   / jaydipsikdar  

Timestamps

0:00 - Intro
2:04 - Introduction to Archana Chopda and her role
2:44 - Discussion on revenue marketing and the importance of buyer personas
3:20 - The role of AI in marketing and its limitations
4:45 - Archana's approach to marketing at Great HR
5:20 - Importance of understanding market behavior and competitive intelligence
8:45 - Differences in marketing approaches between India and Southeast Asia
12:06 - Unique value proposition of Great HR in the HRMS space
14:46 - Importance of community in marketing
20:01 - Differences between startup and enterprise marketing
22:15 - Importance of revenue ownership in marketing
25:02 - Demand generation strategies and the significance of quality leads
29:18 - Importance of multi-channel marketing strategies
31:15 - Tips for startup marketers on channel prioritization
36:07 - Importance of aligning marketing and sales efforts
40:45 - The role of AI in modern marketing
46:10 - Insights from Archana's diverse experience in marketing
50:27 - Criteria for hiring talent in marketing
56:45 - Common mistakes made by entrepreneurs and the importance of mentorship
01:03:15 - The complexity of B2B marketing and why it should be taught more in schools
01:10:00 - Recommendations for young marketers to succeed in B2B marketing

About The Marketing Couch
The Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory — from startup growth to enterprise scale.

For inquiries about the podcast, contact geetha@unstopppable.club

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B2B marketing leadership
Revenue marketing strategy
Owning revenue as a CMO
B2B SaaS marketing strategy
Enterprise vs startup marketing
Marketing and sales alignment
Buyer behavior in B2B
Building predictable revenue pipelines
What does revenue marketing really mean?
How do CMOs own revenue outcomes?
Why funnels fail without buyer behavior understanding
How AI is changing B2B marketing
Can AI replace a CMO?
What skills B2B marketers need in 2026
What makes enterprise marketing different from startup marketing
AI in B2B marketing
AI as a marketing assistant
Using AI for research and intelligence
AI and decision-making in marketing