Leading without authority with Igor Kranjcec.
In this episode of Executive Conversations, Maeva Cifuentes speaks with Igor Kranjcec, VP of marketing at Farseer and at the Sastanak conference.
VP of Marketing, Farseer
Maeva CifuentesHost, Founder and CEO of Flying Cat
In this episode of Executive Conversations, Maeva Cifuentes speaks with Igor Kranjcec, VP of marketing at Farseer and at the Sastanak conference. Igor traces his 15-year shift from traffic-obsessed marketer to revenue-owned operator, explaining how linking every marketer’s bonus to closed-won deals ended budget battles and vanity metrics. He breaks down the mechanics of joint sales-marketing deal reviews, share-of-wallet dinners, and full-funnel KPIs that turn marketing into a genuine profit driver. Igor also digs into the psychology of “leading without authority,” showing how project-management rigor plus emotional intelligence lets marketers influence peers and executives without formal power. For new leaders, he shares why landing a visible win in the first 30–60 days is non-negotiable and how to manage up by handing execs decisions—not research. Finally, Igor warns against promoting star performers who refuse to leave execution, and offers a playbook for making support and CS teams accountable for upsell revenue.
“As soon as I connected marketing with revenue, it was the last time I asked for permission to do anything in marketing.”Igor Kranjcec, VP of Marketing at Farseer
What leaders can take from Igor
- 1Revenue-based kpisIgor shows how tying marketer bonuses to closed-won deals ends budget fights and vanity metrics.
- 2Shared accountabilitymarketing and sales jointly own missed revenue targets, forcing collaboration instead of blame.
- 3Leading without authorityproject management plus emotional intelligence lets you influence peers and execs without formal power.
- 4Early value deliverynew leaders must land a visible win in the first 30–60 days to earn trust and latitude.
- 5Relationship with salesregular deal reviews and assets like executive dinners unblock stalled enterprise pipeline.
