How to Keep the Trust Crisis From Killing Your Pipeline

Dawn Werry, Chief Marketing and Revenue Officer & Partner at Chief Outsiders, and Jamie Gier, Chief Marketing Officer at DexCare, dissect the top challenges B2B C-suite leaders face. They reveal why internal alignment, customer understanding, and balancing short- and long-term goals matter most. They share hard-won insights on building plans to restore trust in selling. Their practical advice equips executives to drive sustainable growth.

How to Keep the Trust Crisis From Killing Your Pipeline A Conversation with Dawn Werry, Chief Marketing and Revenue Officer & Partner at Chief Outsiders, and Jamie Gier, Chief Marketing Officer at DexCare EPISODE 211 Steve MacDonald HOST:

Table of Contents [1:42] Introduction to Dawn Werry and Jamie Gier [4:59] Why Trust Is Your Most Precious Asset in Business [42:02] Full Podcast Episode [3:12] How Customer Experience and Transparency Impact the Trust Bank [3:04] Highlights Video [5:41] Trust as the Unseen Driver of Revenue and Growth [5:39] Stop Firefighting by Clarifying Roles for Growth [1:54] Today’s Brand Fuels Tomorrow’s Demand [2:16] How Shared Metrics Fuel Go-to-Market Success [2:40] Utilizing Strong Brand as Your Best Sales Tool [1:36] Removing Ambiguity with Clear SLA Agreements [1:49] Build Trust at Every Customer Touchpoint [3:04] CRM Data as a Starting Point in Elevating Engagement [0:57] Short - Why Trust Is Your Most Precious Asset in Business [4:19] How to Be More Interested Than Interesting [0:57] Short - Trust as the Unseen Driver of Revenue and Growth

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ABOUT Dawn Werry & Jamie Gier Dawn Werry, Chief Marketing and Revenue Officer & Partner at Chief Outsiders, and Jamie Gier, Chief Marketing Officer at DexCare, dissect the top challenges B2B C-suite leaders face. They reveal why internal alignment, customer understanding, and balancing short- and long-term goals matter most. They share hard-won insights on building plans to restore trust in selling. Their practical advice equips executives to drive sustainable growth.

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FULL EPISODE “Having a trust-building program and seeing and embracing it as an imperative, not just a value that sits on the shelf, is strategic for the organization.” – Jamie Gier

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[3:04] Episode Highlights

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[05:39] Stop Firefighting by Clarifying Roles for Growth “If you could recapture that 20 to 65% of time firefighting internal things and focus on engaging the customer, you make more impact with the team you've got.” – Dawn Werry

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[2:16] How Shared Metrics Fuel Go-to-Market Success “I’m a big believer in SLAs, playbooks, and shared KPIs. If there is a shared number, we’ll check in with each other to make sure everyone is marching toward that goal.” – Jamie Gier

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[1:36] Removing Ambiguity with Clear SLA Agreements “When you introduce much change in the market engine, SLAs become really important because to get a lift and value out of it, it has to be very clear who owns which aspects.” – Jamie Gier

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[3:04] CRM Data as a Starting Point in Elevating Engagement “You need to have excellent case studies in ROI or impact data to effectively sell, and there's more credibility and authenticity when it comes directly from the mouths of your customers.” – Jamie Gier

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[4:19] How to Be More Interested Than Interesting “You don't sell to someone. You develop a relationship and you become a trusted advisor or partner to them.” – Jamie Gier

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[4:59] Why Trust Is Your Most Precious Asset in Business “Trust takes time to build and to earn. It starts not just when a buyer becomes a customer. It starts from the first moment that they start having a conversation with you or hear about you.” – Jamie Gier

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[3:12] How Customer Experience and Transparency Impact the Trust Bank “Everyone in the organization has an impact on trust and when you have that collective power of focus, it's the greatest currency that a company can have.” – Dawn Werry

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[5:41] Trust as the Unseen Driver of Revenue and Growth “If you are building trust, your customers are gonna stay for a while. It's so much less expensive to keep selling to the same, trusted customer than building a whole new set of customers every time.” – Dawn Werry

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[1:54] Today’s Brand Fuels Tomorrow’s Demand “People think about brands as just name recognition. But it's so much about who you are, what you stand for, and that promise that people are getting from you.” – Dawn Werry

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[2:40] Utilizing Strong Brand as Your Best Sales Tool “If you haven’t built your brand, you may not even get the at-bats to hit your pipeline targets.” – Jamie Gier

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[1:49] Build Trust at Every Customer Touchpoint “You build or degrade your trust at every single touchpoint for the customer.” – Dawn Werry

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YOUTUBE SHORT: “Trust takes time to build and to earn. It starts not just when a buyer becomes a customer. It starts from the first moment that they start having a conversation with you or hear about you.” – Jamie Gier

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      YOUTUBE SHORT: “If you are building trust, your customers are gonna stay for a while. It's so much less expensive to keep selling to the same, trusted customer than building a whole new set of customers every time.” – Dawn Werry

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