Episode 125

full
Published on:

5th Nov 2025

125: Process Over Outcomes: The Real Path to GTM Efficiency - with Sidney Waterfall, VP Marketing at OpenBrand

Sidney Waterfall has led agencies, advised high-growth teams, and now runs marketing in-house at OpenBrand. In this episode of Women in B2B Marketing, we unpack how focusing on process, not outcomes, builds momentum, clarity, and GTM efficiency that actually lasts.

Sidney shares how her team runs PR without an agency, uses proprietary data to earn credibility, and measures what truly moves the business forward. From pipeline coverage to process discipline, she offers a refreshingly honest take on what modern marketing leadership really looks like.

Here’s what we cover:

  • Why “process over outcomes” is the mindset every marketing leader needs
  • How OpenBrand built long-term PR credibility through data, not hype
  • Obsessing over inputs instead of chasing metrics
  • Partnering with finance to tie marketing to business outcomes
  • The frameworks Sidney uses to track rolling pipeline coverage and GTM efficiency
  • Redefining pipeline sources to align sales and marketing around shared success
  • How to build a team culture that learns from what doesn’t work
  • What Sidney learned moving from consulting to in-house leadership


Key Links:


––

Like WIB2BM? A quick rating or review helps new listeners find the show.

Next Episode All Episodes Previous Episode

Listen for free

Show artwork for Women in B2B Marketing

About the Podcast

Women in B2B Marketing
A weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

Profile picture for Jane Serra

Jane Serra