Featured Guest: Sunny Manivannan
In this episode of The CustomerX Files, host Alison Bukowski sits down with Sunny Manivannan, founder and CEO of Peerbound, for a bold, no-BS discussion on the future of customer marketing. From breaking down why the function has long struggled to gain recognition as a revenue driver to how AI is reshaping the game, Alison and Sunny tackle the conversations others often avoid: revenue alignment, organizational placement, and why owning outcomes—not just tasks—will define the next generation of customer marketers. Together, they dig into the hard truths customer marketers are facing today, from persistent questions about revenue impact to the realities of operating within leaner, more outcome-driven organizations.
Sunny brings a refreshingly direct perspective on why customer marketing has historically struggled to be viewed as a true revenue driver. Rather than blaming a lack of effort or creativity, he challenges the function to rethink how it defines success. Throughout the discussion, Alison and Sunny explore the difference between executing tasks and owning outcomes—and why that distinction is critical for customer marketers who want a stronger voice at the leadership table. They also unpack where customer marketing should sit within the organization to maximize influence, alignment, and long-term impact.
A major focus of the episode is the role AI is playing in reshaping customer marketing today. Sunny explains how AI can serve as a powerful “force multiplier,” helping teams do more with less while increasing relevance, personalization, and speed. Instead of viewing AI as a threat, he encourages customer marketers to embrace it as a strategic advantage—one that can free up time, sharpen insights, and enable teams to focus on higher-value work that directly supports revenue and growth.
Whether you’re navigating the pressure of smaller teams, questioning how to future-proof your role, or looking for ways to elevate customer marketing beyond “nice-to-have” activities, this episode delivers actionable insights you can apply immediately. It’s an honest, forward-looking conversation for customer marketers who are ready to step up, claim ownership of outcomes, and shape the future of the function.
Listeners will gain practical guidance on how to better align with sales, speak the language of leadership, and position customer marketing as a strategic nerve center within their organizations. Alison and Sunny share real-world examples and clear advice on building credibility, demonstrating impact, and influencing cross-functional teams—especially in environments where budgets are tighter and expectations are higher.
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