David MacIntosh

Picture of David MacIntosh
Dave’s revenue career has covered a broad spectrum from growth strategies and sales execution across various sales channels (enterprise, SMB, partnerships, resellers, eCommerce, etc.) and international markets to systems/processes and talent management. He has more than 25 years of experience in Revenue Strategy, Execution and Management. His operator experience in private equity portfolio companies coupled with delivering M&A deal value, has demonstrated significant success to increase revenues and company valuations.
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Recent Posts

What CEOs Should Look for in a B2B Manufacturing CMO: Part 2

What CEOs Should Look for in a B2B Manufacturing CMO: Part 2

Tue, Sep 15, 2026 | Posted by Dawn Werry

In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.

Appealing to Emotions

Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.

They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?” 

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