Leading without authority with Igor Kranjcec

Executive Conversations

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.

In this episode, we talk about:

• revenue accountability

• marketing-sales alignment

• leading without authority

• full-funnel KPIs

• executive buy-in