Rethinking Marketing for Real Revenue ft. Karthiga Ratnam | Hard Corps Marketing Show | Ep 448

Is your marketing driving real revenue or just making noise? In this episode of The Hard Corps Marketing Show, host Casey Cheshire sits down with Karthiga Ratnam, a serial entrepreneur and marketing leader, for a bold and eye-opening conversation about the evolving role of marketing in modern business. Karthiga challenges conventional thinking around titles like "revenue marketer," arguing that all marketers should be tied to revenue outcomes.  The discussion dives deep into brand vs. demand vs. category creation, highlighting why leading with connection, trust, and authenticity beats feature-based messaging every time. Karthiga also explains why understanding metrics like Net Retention Rate (NRR) is crucial, and why marketers need to partner closely with leadership, especially when pioneering a new category. In this episode, we cover:Why the term “revenue marketer” might be holding the industry back How marketing and sales can align more effectively around value and impact Why marketers should be tracking Net Retention Rate, not just pipeline Karthi’s philosophy of kindness, collaboration, and long-term vision Whether you're a B2B marketer, entrepreneur, or aspiring category creator, this episode is packed with hard-earned wisdom and fresh perspective you won't hear anywhere else! 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of The Hard Corps Marketing Show! Follow us on LinkedIn: https://www.linkedin.com/company/the-hard-corps-marketing-show/  Connect with Karthi:LinkedIn: https://www.linkedin.com/in/karthiratnam/  Instagram: https://www.instagram.com/karthi.ratnam/?hl=en   Audience Haus website: https://www.audiencehaus.com/  Ways to Tune In:Apple Podcasts:  https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-showSpotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6KdsamnStitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-showGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93 Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/