Revenue Makers (6sense)

Do you get tongue-tied when you’ve got to talk with the C-suite? You’re not alone.

Learn from Carilu Dietrich, former CMO turned hypergrowth advisor, as shares her insights on how to communicate with executives. Having been in the C-suite herself, Carilu explains why too much detail can work against you and how top leaders are looking for clear recommendations backed by key data points.

Learn how to deliver high-level insights that balance strategy with detail, using Carilu’s tips for crafting concise board presentations and emails that stand out to busy executives.

In this episode, you’ll learn:

• Essential skills for balancing detail with big-picture insights
• The five pillars of effective communication and its applications
• How to anticipate and prepare for the questions executives will ask

Jump into the conversation:

(00:00) Executive communication with Carilu Dietrich

(02:26) “Too much detail makes you look junior”

(05:42) How to write effective emails to executives

(07:03) Present just the right level of detail

(12:17) The five pillars of effective communication

(17:22) Boards expect competency and communication

(20:25) Impress your C-suite interviewers

(23:56) Tips for board presentations and high-level meetings

Slicing through the B2B sales noise requires more than tenacity; it demands strategic precision.

In the high-stakes world of revenue generation, knowing your buyer's journey isn't just important—it's crucial. Enter Kerry Cunningham, renowned former Forrester and SiriusDecisions analyst and Head of Research at 6sense, as he joins Saima Rashid and Adam Kaiser to drop some truth bombs revealed in 6sense's new research on the buyer experience.

In this episode, you’ll learn:

1. The strategic advantage of being the first vendor that potential buyers interact with, which the report shows, is a crucial factor in winning the business. Discover tactics for strategically positioning your solution to be top-of-mind early in the buying journey, ensuring you're a step ahead in the competitive race.

2. The importance of understanding and influencing buyer requirements before the first sales conversation. With 78% of buyers having their requirements set by this time, learn how to engage and educate your prospects beforehand, so your solution becomes the benchmark against which all others are measured.

3. Practical steps to align your marketing and sales teams for a cohesive buyer journey, focusing on consistent messaging and technology integration. Learn why a unified front is key to delivering a personalized and effective engagement strategy that resonates with buyers at all stages, especially crucial decision-makers.

Things to listen for:

00:00 Experienced tech sales and marketing professional in SF.

06:12 Understanding the B2B buying process is crucial.

07:02 Understanding B2B buying: complex, group-oriented decisions.

13:21 Doubtful buyers seem set on initial requirements.

15:19 Sales reps' perspectives are important for strategy.

18:14 Effective sales strategy requires clear account focus.

21:51 Addressing buyer persona challenges with relevant content.

24:10 Syncing marketing and sales with technology is critical.

27:18 Study finds adding vendors increases buying team workload.

31:25 Focus on key vendors for early prospects.

34:41 Kerry doesn’t care much for curling.

Resources:

Check out the full research report: https://6sense.com/report/buyer-experience

Approached with the right strategy, expanding enterprise contracts can lead to big wins.

In this episode, Gabrielle “GB” Blackwell, senior manager for sales development at Lattice, talks about the evolving landscape of outbound and sales development, debunking the myths that these strategies are obsolete, and shedding light on their critical role in modern pipeline generation.

Gabrielle shares her thoughts on the importance of clarifying strategy before investing in sales development, and her emphasis on supporting the entire sales team, not just top performers. And Gabrielle’s insights on relationship-building, strategic thinking, and the human element in sales leadership are bound to resonate with today's sales development professionals.

In this episode, you’ll learn:

How to have clarity in sales development before investing in sales management and aligning business development representatives (BDRs) to specific account executives.

The importance of a cohesive and efficient sales development team and supporting the majority of the sales team, not just focusing on top performers.

The role of AI and technology with AI as a force multiplier and accelerator in sales development, AI improving BDR metrics and pipeline generation and how technology has streamlined sales engagement processes.

Things to listen for:

04:13 Rethink your strategy to include the average sales rep.

08:42 Clarity of feedback and well-stated goals are essential for successful sales development.

12:21 Make no mistake: the relationship between manager and employee affects performance.

21:40 AI and technology can streamline your process, but they’re no replacement for honest work.

26:32 Sales challenges during the pandemic proved that a new approach is required.

Gone are the days when marketers relied on broad, generic campaigns in hopes of catching a few leads. There’s a better way: focusing on the right accounts with a more targeted and strategic approach.

In this replay episode, Casey Carey, CMO at TCP Software, discusses the process of shifting from traditional lead-based sales to Account-Based Marketing (ABM). Casey shares how to tackle common challenges like gaining sales alignment and crafting a strong Ideal Customer Profile (ICP). He also highlights why the biggest barrier to ABM success isn’t technology—it’s change management.

In this episode, you’ll learn:

How to align cross-functional teams around a unified ICP

Why ongoing iteration and adaptation are critical for ABM success

How to measure engagement beyond traditional lead metrics

Jump into the conversation:

(00:00) Introducing Casey Carey

(02:23) What is an Account-Based Strategy?

(05:02) Marketing and sales alignment

(08:49) Identifying your ICP

(13:22) Getting stakeholders on board for ABM

(19:29) The overlap between MQL, ABM, and PLG

(23:38) Casey’s successful ABM campaign

(30:17) Using tech to connect the dots

When does a B2B influencer strategy drive real impact and when is it just a distraction?

In this episode, Fredrik Borestrom, Director of International Agency Development, EMEA and LATAM at LinkedIn, shares insights on the rise of B2B influencers. He explains why expertise is more valuable than reach, how brands can tap into employee advocacy, and what LinkedIn’s latest research with Edelman reveals about effective influencer marketing in B2B.

Fredrik explores the role of thought leaders, the growing influence of niche experts, and the balance between corporate messaging and personal brand credibility. He also offers a look at how brands can leverage trusted voices—both internally and externally—to strengthen buyer confidence.

In this episode, you’ll learn:

• Why B2B influencer marketing is driven by expertise and credibility rather than follower count
• How trust-driven interactions are shifting the way buyers make decisions
• The impact of employee advocacy and why it outperforms traditional brand messaging

Jump into the conversation:

(00:00) Introducing Fredrik Borestrom

(02:16) The balance between thought leadership and influencer marketing

(05:48) Why trust-based engagement matters in B2B decision-making

(08:39) How employee advocacy amplifies brand influence

(12:48) The hidden buying group and its role in decision-making

(17:19) LinkedIn’s thought leadership ads and their impact

(20:33) Niche influence: Why expertise beats large followings

(26:02) Long-term strategies for building brand credibility

There can be no demand without a strong brand.

In this episode, Benjamin O’Dell, Global Director of Demand Generation at Exclaimer, reveals how the company rebranded and transitioned to an Account-based marketing (ABM) strategy. Ben explains how Exclaimer built a strong brand identity through partnerships, ambassadors, and a deeper understanding of their ICPs. He also shares key lessons on personalization, aligning go-to-market teams, and leveraging AI to enhance operations.

In this episode, you’ll learn:

• Key steps to transitioning from an inbound strategy to an ABM approach
• Strategies to overcome buyer indifference
• Practical ways to use AI to streamline workflows

Jump into the conversation:

(00:00) The power of brand with Benjamin O’Dell

(02:23) Exclaimer’s rebrand and its effects

(05:36) Building a strong brand identity

(08:39) Testing ABM and personalization strategies

(13:32) Using AI to streamline marketing efforts

(15:32) How to combat buyer indifference

(18:21) Exclaimer’s accelerated growth strategy

It’s BDR appreciation week on this episode of Revenue Makers!

Sam Gong, SVP of Marketing at WorkSpan, shares his journey from marketing to sales and back again and how his experience earned him a unique perspective on the crucial role of the BDR in the sales and marketing ecosystems.

Sam shares his insights on the mission-critical strategies for go-to-market and revenue generation, his stance on BDRs within the marketing vs sales debate, and the essential traits that make a BDR exceptional—even as their responsibilities shift thanks to an AI-driven future.

Join hosts Saima Rashid and Adam Kaiser in an illuminating conversation that just may change how you approach outbound marketing, the role of the BDR, and utilizing AI to impact your sales efforts.

In this episode you’ll learn:

How to adapt outbound strategies to evolving market demands. Sam challenges the notion that outbound is dead, while also stressing the importance of reinventing customer engagement strategies to cut through the clutter of digital noise.

How critical it is to maintain human empathy. Sam advocates for an approach that pairs analytics with expertise and reminds us all that spreadsheets are no replacement for our own human understanding.

How to best embrace new technologies. Sam discusses how the role of the BDR is changing thanks to technological advancements like the rise of AI. The key to mastering new innovation is all in the approach: augmenting your efforts rather than replacing them.

Things to listen for:

05:53 How the BDR role us changing due to Artificial Intelligence.

09:50 How persona research through buyer interaction can help establish empathy.

11:33 AI demos lack genuine human empathy in marketing.

15:16 Embracing new technology is key to growing your career.

22:25 Successful BDRs approach marketing with empathy.

28:04 How to leverage partnerships for efficient marketing and growth.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Marketers have never been short on big ideas—but executing them has always been the challenge. Too much time spent on production, data wrangling, and operational headaches has kept teams from focusing on strategy and creativity. Now, AI is flipping that equation. Generative AI isn’t just a new tool; it’s redefining what’s possible in marketing, removing barriers, and accelerating innovation.

In this episode, Scott Brinker, VP of Platform Ecosystem at HubSpot, breaks down how AI is reshaping the MarTech landscape. He explores why we’re entering a golden age for marketers, how AI is democratizing software development, and what the future holds for personalization, automation, and AI-powered experiences.

In this episode, you’ll learn:

• How AI is transforming marketing strategy beyond content creation
• The role of AI in reshaping software, from UX to automation
• What companies need to consider when deploying AI-powered agents

Jump into the conversation:

(00:00) Introducing Scott Brinker

(02:44) Scott Brinker on the evolving MarTech landscape

(07:57) How AI is reshaping software experiences

(10:38) The impact of AI on marketers and creativity

(14:26) Why AI is a bigger shift than the web

(17:53) The next era of AI-powered personalization

(22:59) Should companies disclose AI interactions?

(25:50) How AI is changing jobs and industries

Hiring BDRs isn’t hard. But hiring great BDRs?

Now that’s a whole different game.

It’s a crucial process that can make or break your sales pipeline. In this episode, 6sense’s very own Head of Sales Development Transformation, Ernest Owusu shares how he recruits top talent and builds a team that consistently delivers.

Ernest also discusses how AI is transforming team efficiency through the automation of routine tasks and enhanced personalization. He offers valuable career advice for aspiring BDRs looking to stand out from a crowded job market.

In this episode, you’ll learn:

• The essential traits of top-performing BDRs
• How to tailor your BDR leadership needs based on organizational maturity
• Strategies for integrating AI effectively into your BDR team's workflow

Jump into the conversation:

(00:00) Introducing Ernest Owusu

(05:09) Characteristics of high-performing BDRs

(09:50) Ernest’s hiring mantra

(13:45) Should BDRs be in marketing or sales?

(15:31) Using AI to improve BDR efficiency

(21:32) For job seekers: treat your interview like a BDR role

AI isn't just a buzzword. It's a game-changer that can revolutionize how your sales and marketing teams operate.

In this powerhouse episode, Randy Littleson, CMO of Salesloft, unveils how AI is reshaping the landscape of revenue generation. From transitioning to a multi-product company to integrating cutting-edge technology without sacrificing user experience, Randy lays down precisely how Salesloft thinks about AI.

Randy also delves into the human aspect, emphasizing the importance of transparent communication—a lesson he learned during various mergers and acquisitions. especially during mergers and acquisitions, and the need for patience and vision during transformation processes. His real-life anecdotes stressing the need for patience and vision during moments of transformation are a goldmine for any high-achieving revenue leader.

Get ready to elevate your revenue game and be inspired by proven strategies that redefine what’s possible in sales and marketing.

In this episode, you’ll learn:

How embracing AI as a collaborative tool can elevate sales and marketing efforts, automate mundane tasks, and drive predictable revenue performance.

Why transparent communication and integration planning are crucial for successful mergers and acquisitions.

The importance of cultivating patience and maintaining a long-term vision while navigating new business opportunities.

Jump into the conversation:

10:33 Drift becomes a Salesloft product.

13:24 Effective communication and transparency ensure consistent messaging.

18:15 Collaboration is critical for ongoing campaign success.

26:38 Leveraging AI to streamline and prioritize tasks.

When does it make sense to build a category, and when is it just a costly distraction?

In this episode, Jen Gray, SVP of Marketing at Recharge, shares her perspective on category creation. Having worked with companies like Qualtrics and Adobe, Jen outlines the benefits and risks of category creation—and why product positioning often comes first. She offers advice on how to make the case for a new category, the pros and cons to consider, and strategies for gaining leadership buy-in.

Whether or not you pursue category creation, Jen emphasizes the need to examine your brand’s messaging to strengthen its position in the market.

In this episode, you’ll learn:

• The real costs, risks, and rewards of creating a new market category
• Why product positioning is often the best starting point for growth
• How to refine brand messaging to connect with customers more effectively

Jump into the conversation:

(00:00) Introducing Jen Gray

(01:51) The pros and cons of creating a new category

(08:41) Know your position in the market

(10:20) Category creation gone wrong

(12:31) How to gain leadership buy-in for category creation

(14:35) Shape your brand’s thought leadership

(17:57) Types of product positioning

What’s the secret to assembling the right team to power your ABM strategy?

In this episode, Max Spanier, Founder of Sloane Staffing, discusses how to build a high-performing team for Account-Based Marketing (ABM). He explains why hiring the right people is just as critical as having the right technology, how to identify key roles like GTM engineers, and why soft skills matter just as much as technical expertise. Max shares his insights on trends in the B2B martech space and the importance of cross-functional alignment for ABM success.

Max also breaks down the challenges of staffing in a rapidly changing industry and offers advice on how to successfully scale ABM teams to drive real business impact.

In this episode, you’ll learn:

• The importance of building a team that can execute ABM effectively
• Key hires to consider when scaling your ABM strategy
• How to blend hard and soft skills when staffing for ABM roles

Jump into the conversation: (00:00) Introducing Max Spanier (01:20) How Trellix aligns tech investments with goals (04:46) The risks of shiny object syndrome in B2B (07:32) Why cross-functional alignment drives success (11:32) Why measurement is critical for marketing spend (15:46) A vendor’s role in supporting business outcomes (20:07) Key indicators for evaluating software impact (24:50) Unrealistic expectations in tech deployments

Success is more than just crunching numbers.

Jill Wiltfong, CMO of Korn Ferry, is defining what truly matters in driving your business forward. Discover how to avoid data paralysis by choosing metrics that resonate with all stakeholders and why storytelling in metrics is your unspoken edge in communication.

She’s sharing her tips to embrace a culture of transparency, context, and continuous reevaluation -- essential tactics to inspire not just teams, but whole organizations. And, she’s got a framework to share that will change your business for the better.

In this episode, you’ll learn:

How to identify which metrics truly matter to your business. Jill stresses the importance of KPIs that align with your company’s goals and growth strategy. This approach helps prevent data overload and ensures that you’re not just busy measuring, but measuring what really counts.

How to make your number story resonate with different stakeholders. Jill shares her expertise in presenting data through relatable stories that not only inform, but inspire action. By using this strategic communication approach, you’ll empower every team member to understand the significance behind the statistics and their role in achieving business success.

How to adopt a flexible approach to performance measurement that evolves with your business environment. Jill discusses the importance of reassessing and adjusting metrics in response to market changes. Learn how to foster an environment of innovation and promote a culture of growing from both successes and setbacks.

Things to listen for:

00:00 From news anchor to business consultant and leader.

04:07 Data and emotions are both crucial for understanding.

09:12 Love data, use metrics, know your audience.

13:22 Contextual metrics drive consistency, authenticity, and growth.

16:48 Marketing influence grew from 76M to 550M.

18:57 Importance of being a collaborative leader.

24:06 Seek out introverts and recognize their needs.

26:03 Empower team, be radically human, authentic leadership.

30:22 Optimize actions for team well-being and cohesion.

32:09 Career support and coaching are crucial.

37:24 Suitcase confiscated in India; risky airport encounter.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Measuring the success of an event goes beyond high attendance—it's about targeted strategy and post-launch impact.

In this episode of Revenue Makers, EJ Oelling, VP of Account-Based Experience at 6Sense, drives home the point that a picture-perfect event isn’t enough. What counts is crafting experiences that boost sales, increase win rates, and cultivate meaningful connections with accounts.

Think of this episode as your primer on how to align event planning with strategic objectives and create experiences your prospects won’t soon forget!

In this episode, you’ll learn:

Why it's important to connect your end goals with event planning. Doing this helps you make smarter decisions with data that amp up your revenue strategy.

The critical role of cross-functional collaboration for event marketing. Getting everyone on the same page, like sales and other market teams, can accelerate deals and increase win rates.

How adopting advanced success metrics, such as event influence on sales and win rates, will provide a full picture of your events’ performance and enable you to refine your strategy overtime.

Things to listen for:

05:23 Increase targeted marketing for better ROI

06:39 Building events backward from end goal data

10:52 Improving customer engagement and tracking event effectiveness

16:09 Maximizing trade show impact through varied approaches

21:14 Engage without boring, sell without selling. Unique 6th sensory supper concept

25:58 Field marketing team drives targeted event marketing

27:27 Strategizing client incentives for individualized engagement

Resources:

More from 6sense: https://6sense.com/revenue-makers/

AI is not the future of revenue generation; it's the NOW.

Nicole Leffer, an esteemed AI consultant, dispels the myth that AI is a job thief and asserts that avoiding AI tools now could be detrimental to your job later. In this powerful episode of Revenue Makers, Nicole, alongside hosts Saima Rashid and Adam Kaiser, unveils the transformative power of AI in enhancing efficiency and elevating content quality without diminishing the workforce.

With Nicole's insider perspective, learn why immediate AI adoption isn't just wise, it's imperative. If you're not already employing AI, you're lagging behind—don't let the fast pace of technological change leave you in its digital dust.

In this episode, you’ll learn:

1. The essential role AI adoption plays in keeping your revenue teams competitive and efficient, and how resistance to these tools could threaten future job security. Nicole’s experience underscores that AI is an enhancer, not a replacer, of human talent—leading to an improved quality and consistency in tasks such as BDR outreach and content creation.

2. Strategies to successfully integrate AI-generated content into your marketing efforts, ensuring it stands out and remains distinctive. As Nicole highlights, the key to differentiation in an AI-dominated landscape is infusing content with unique ideas and maintaining a focus on the human reader—even as SEO evolves to prioritize original concepts over keywords.

3. The critical importance of leadership in fostering an organizational culture of AI readiness, adaptability, and continuous learning. Nicole advocates for an approach that values curiosity and an experimental mindset among team members while emphasizing the significance of a foundational AI tool to streamline adoption and maximize impact across the board.

Things to listen for:

00:00 AI benefits individuals by addressing weaknesses.

05:06 Transitioned from marketing to AI consulting unexpectedly.

06:38 Utilized Grammarly and generative AI for writing.

12:08 Clear AI policy crucial for company security.

15:28 Inform team, implement AI, celebrate successes publicly.

19:19 Younger professionals may need support adapting technology.

22:39 Refusing AI tools may cost your job.

26:14 Focus on relevant AI updates for success.

29:38 AI writing for human reader with SEO.

32:10 Seek candidates with curiosity, adaptability, and learning mindset.

35:22 Establish core foundational tool before introducing others.

38:12 Evaluate AI tools in the context of funding.

41:01 …sugar?!

Many fear a robot uprising, but AI isn’t here to replace humans—it’s here to assist and enhance what we do best.

In this episode of Revenue Makers, Paul Roetzer, Founder and CEO of the Marketing AI Institute and SmarterX, explains what AI agents are and what businesses need to know to maximize their potential. As an expert in artificial intelligence, Paul shares his perspective on the impact of AI on jobs, industries, and the future of work. He shares practical advice on identifying the right use cases and explains why human oversight is essential in every AI-powered process.

In this episode, you’ll learn:

• The capabilities and limitations of AI agents
• Ways to introduce AI into your workflow for improved productivity
• The balance between AI-driven efficiency and maintaining a human touch

Jump into the conversation:

(00:00) Introducing Paul Roetzer

(03:56) The evolution of AI

(07:01) What AI agents can actually do

(09:43) AI’s impact on jobs and task efficiency

(16:02) Scaling the use of AI in an organization

(20:38) Multimodal AI and advancements in reasoning

(23:55) Treat AI as your strategist

Resources:

JobsGPT - https://smarterx.ai/jobsgpt

Approached with the right strategy, expanding enterprise contracts can lead to big wins.

In this episode, Andrew Johnson, head of sales and go-to-market at Superhuman, unveils the secrets behind transitioning from B2C to B2B and leveraging Product Led Sales (PLS) to target enterprise-level accounts.

Learn how Andrew's "seed, land, and expand" motion transforms small user engagements into large-scale contracts, and discover the power of product signals in building a robust sales pipeline.

From understanding your Ideal Customer Profile (ICP) to navigating the challenges of up-market organizations, Andrew lays out actionable insights that can immediately elevate your revenue strategy.

In this episode, you’ll learn:

How leveraging product signals can create a warmer, more effective sales motion by operationalizing data for both sales and customer success.

Why transitioning from B2C to B2B requires a strategic messaging adjustment and the identification of key customer signals to attain traction.

How defining and targeting your Ideal Customer Profile (ICP) is crucial for scaling up and achieving successful product-market fit with enterprise-level accounts.

Things to listen for:

03:44 Product-led sales focus on usage-based signals for higher intent and a warmer customer experience.

07:36 How to expand your user base through high-intent engagement.

15:33 Andrew’s tips on using CRM and sales conversations.

26:06 Learning to meet client needs in chaos.

Proving ROI, maximizing impact with limited budgets, and staying ahead of industry trends—these are just a few of the common struggles faced by Chief Marketing Officers. Having been a CMO herself, Heidi Melin now helps others tackle these challenges head-on.

Heidi Melin is a Senior Operating Advisor at Hellman & Friedman, where she guides marketing leaders across B2B and B2C companies. In this replay episode, she shares strategies for aligning with sales teams, building a quality pipeline, and leveraging AI to enhance productivity.

In this episode, you’ll learn:

• How to build trust and alignment between marketing and sales teams
• The evolving role of marketing in revenue strategy
• A more effective way to think about attribution and closed-won deals

Jump into the conversation:

(00:00) Introducing Heidi Melin

(02:10) Advising CMOs at Hellman & Friedman

(08:08) The biggest challenges CMOs face today

(11:30) CMOs stepping up to own the long-term pipeline

(16:28) Aligning sales and marketing teams on the revenue process

(19:48) What makes a good CMO?

(22:12) Enhance productivity with AI

(25:21) How to think about attribution

Tech+Strategy. It’s the art+science that every CMO’s gotta nail. But it’s hard.

Heidi Melin, Senior Operating Advisor for Hellman Friedman, reveals how to elevate your organization’s revenue performance to an art from. Heidi simplifies the complex link between marketing investments and business outcomes, emphasizing the importance of precision targeting and AI efficiency.

Challenge your views on marketing's role in revenue generation as Saima Rashid and Adam Kaiser extract insights from Heidi's rich career. Discover the power of taking risks and leveraging the unexpected in strategic marketing.

This episode isn't just a conversation; it's a game-changing plan for revenue leaders eager to create a strong marketing strategy that aligns with sales and sets the pace for market success.

In this episode, you’ll:

Discover how honing in on your ideal customer profiles (ICPs) not only sharpens your marketing strategy but directly aligns your efforts with the field organization, resulting in a smoother and more cohesive journey toward your revenue goals.

Learn how the evolution of revenue operations serves to unify your marketing and sales data, fostering collaboration and creating a single source of truth that drives effective measurement, visualization, and overall revenue growth.

Unpack the growing role of generative AI in marketing, from content creation to data analysis, and find out how embracing these tools can elevate your team’s output and ensure you’re making informed, tech-forward decisions that resonate with your market segment.

Things to listen for:

00:00 Building community, recruiting and due diligence involvement.

03:10 Passionate about practical marketing experience and growth.

07:59 CMOs face challenges in budgeting and AI.

09:31 Using AI to improve marketing team productivity.

14:38 Emphasize long-term pipeline for successful sales.

18:26 Marketing and sales need to align data.

23:33 Discussion on AI implementation in products and growth.

25:57 Companies test AI impact on existing tech stack.

28:02 Focus on understanding your target for success.

32:54 Connecting marketing efforts to business outcomes is crucial.

35:47 Leveraged relationships led to terrific results.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Growth at any cost? Not anymore. Boards are shifting their focus, and sustainable progress is the priority.

In this episode of Revenue Makers, Gary Survis gives us his perspective as a board member of several companies and as an Operating Partner at Insight Partners. He discusses which metrics boards are paying attention to, the impact of AI on strategic decisions, and how to make your board meetings more productive.

If you’re curious to know what matters to your board, this just may be the episode for you!

In this episode, you’ll learn:

• The key metrics to present to your board
• Ways to integrate AI meaningfully into workflow and processes
• How to structure board meetings to drive results

Jump into the conversation:

(00:00) Introducing Gary Survis

(01:54) What boards care about

(04:19) KPIs are health indicators of the business

(05:56) The different perspectives of operators and investors

(07:43) Integrating AI to improve processes

(16:10) Build vs. buy for higher ROI

(18:04) Use the wisdom of your board members

Your Ideal Customer Profile (ICP) is not a static list handed down from your sales team—it's a dynamic, data-driven roadmap to revenue domination.

Join hosts Saima Rashid and Adam Kaiser as they unpack the intricacies of implementing an ICP that aligns marketing and sales, garners actionable insights, and drives substantial results.

In this episode, you'll learn how companies that review their ICP regularly outmaneuver those that don't. Get ready to harness the power of technographics, buying patterns, and data analytics to pinpoint your true target customers.

By the end of this conversation, you'll be armed with the knowledge to transform your ICP into a revenue-generating machine.

In this episode, you’ll learn:

Understand the critical differences between Ideal Customer Profile (ICP) and Total Addressable Market (TAM). TAM covers who you could sell to, ICP zeroes in on who you should be selling to for optimal success.

Discover the steps necessary to create a strong, data-driven ICP with input from cross-functional teams, including sales, marketing, finance, and product.

Learn how to maintain a dynamic ICP that evolves with market trends, product changes, and customer behaviors.

Things to listen for:

06:06 How marketing can act as a steward of your pipeline.

10:55 How to craft a dynamic ICP.

17:31 Analyze inbound data to improve your overall marketing strategy.

22:56 How to generate pipeline and revenue from ICP accounts.

We’ve hit the big 5-0! What have we learned from 50 episodes of Revenue Makers?

Aside from the fact that Adam and Saima always have something to say, we’ve gathered a wealth of insights along the way.

In this episode, Saima Rashid and Adam Kaiser revisit the episodes that have sparked the most conversations and impact: Cold calling, Account-Based Marketing (ABM), and revenue operations.

With 50 episodes under our belt, we’re just getting started! Tune in and tell us what you think—we’re all ears for your feedback.

In this episode, you’ll learn:

• Actionable tips for improving cold calling and prospecting
• Best practices for building a high-performing revenue operations team
• How to adjust your ICP as market conditions evolve

Jump into the conversation:

(00:00) Celebrating 50 episodes of Revenue Makers

(04:47) Effective cold-calling strategies

(06:55) Understanding the customer journey & attribution

(10:32) The evolution of revenue operations

(12:59) Know your ICP and its impact on planning

(17:56) Challenges of shifting to an ABM approach

Data-driven content marketing is your ticket to superior revenue performance!

Forget the old playbook—it's time to harness the power of intelligent content operations and AI-driven insights to revolutionize your marketing strategy. In this electrifying episode, Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, unveils the secrets to turbocharging your content engine.

Discover the essential tactics for effective tagging, the critical elements of content operations, and why AI is set to transform your marketing landscape. Christine’s roadmap will empower you to fine-tune your content strategy and outpace the competition with precision and innovation.

In this episode, you’ll learn:

• Why meticulous attention to content metadata is a game-changer and how to implement it effectively despite its perceived tedium.
• The four phases of content lifecycle management—planning, production, promotion, and performance—and how to evaluate and improve your organization’s maturity in each.
• How to capture, analyze, and apply content engagement data to refine your marketing approach, improve personalization, and drive better business outcomes.

Jump into the conversation:

06:41 The evolution of the content model.

12:41 Leveraging sixth sense data to personalize content.

13:34 Track engagement to understand audience and buying signals.

21:10 How to manage content effectively and intelligently.

23:26 How to adapt to technology over time.

Building a marketing function from the ground up is no small feat, especially when the pressure is on to deliver results fast.

In this replay episode, Kelly Wenzel, CMO of Andela, shares her experience leading a complete marketing turnaround. From fixing broken processes and re-aligning with sales, Kelly details what it takes to transform a team and achieve success. She also opens up about the challenges of managing executive expectations while keeping her team motivated during a period of intense change.

In this episode, you’ll learn:

• How to rebuild a marketing function from scratch
• Tips for earning trust and leading teams through uncertainty
• The importance of alignment for teams involved in the revenue process

Jump into the conversation:

(00:00) Introducing Kelly Wenzel

(02:04) Starting a marketing rebuild

(06:04) Building the foundation: People, Process, and Infrastructure

(11:29) Launching a product under pressure

(15:44) Building trust with stakeholders and your team as a new CMO

(22:03) Driving change with cross-functional teamwork

Leadership in sales isn't just about crushing quotas and closing deals and if you need proof, look no further than Chris Lee. As the CRO of Zilliant and seasoned veteran from Salesforce, Siebel, and DocuSign, Chris is an expert in the less-discussed aspects of revenue leadership — mentorship, culture, and the human touch. Whether it’s navigating quirky scenarios to close a deal or mentoring new leaders in making fearless decisions, Chris’s insights remind us that at the heart of sales, it's all about people buying from people.

Tune in to discover why mastering fundamental skills trumps reliance on technology and how setting clear visions can transform your team's output.

In this episode, you’ll learn:

• How building strong personal connections can greatly enhance B2B sales success, reiterating the age-old but crucial philosophy that people buy from people they trust and know.
• Why mentorship and cultivating a positive work environment are key strategies for new sales leaders aiming to foster a team that balances respect and camaraderie, driving better decisions and enhancing team dynamics.
• The importance of viewing failures as stepping stones, akin to solving a Rubik’s cube, where each setback is an opportunity for recalibration and eventual triumph.

Things to listen for:

04:31 A primer on avoiding office politics

10:08 How to connect with customers on a personal level.

16:07 When considering sales rep success, it’s about more than just hitting the numbers.

17:03 True success comes from personal connection and understanding.

26:05 Building relationships throughout the customer journey is crucial.

HOT TAKE:

Revenue generation does not rest solely on the shoulders of sales and marketing teams.

Every member of an organization has a vital role in the revenue equation, and a well-executed plan is the key to sustainable success.

In this episode, Kristi Faltorusso, Chief Customer Officer at Client Success, shares the strategies and mindsets she uses in her organization to cultivate a one-revenue team.

As you’ll hear, it’s all about ensuring team alignment with a North Star metric and sustaining that original plan throughout all quarters, not just the first.

In this episode, you’ll learn:

How the shape of your customer success efforts depends on your big-picture business goals

How accountability and ownership are critical ingredients for successful customer success teams

Why metrics don’t exist in a vacuum; checking them against others helps you determine their accuracy

Things to listen for:

[02:04] Introducing Kristi

[04:35] What it means to be a one-revenue team

[09:43] Aligning teams under a North Star metric

[11:26] The challenge of enablement

[14:41] Rethinking CSM processes

[19:47] Tracking short, medium, and long-term goals

[26:09] Investing in customers

[30:34] The most ridiculous thing Kristi had to do

Keeping things simple can be a real headache when it comes to marketing. What’s up with that?

Seeking answers, we turn to Gurvinder Sahni, CMO of Persistent Systems. In this episode of Revenue Makers, Gurvinder shares how he cuts through the noise to deliver powerful, straightforward campaigns that drive results. You'll also hear about his Shark Tank-inspired approach to tech investments and his perspective on why balancing brand and growth is crucial for sustained success.

So if you’re interested in uncovering the importance of simplicity in marketing, gaining insights on how to avoid the martech trap, and learning how to use AI to stay ahead of the curve, this episode is for you.

In this episode, you’ll learn:

• Why simplicity is the cornerstone of effective marketing campaigns.
• Strategies for avoiding the martech trap and ensuring technology delivers value.
• The proper way to make the most of AI within marketing teams.

Jump into the conversation:

01:48 Simplicity in marketing.

05:15 The martech trap.

09:51 How to make strategic tech investments.

14:59 Experiments with generative AI.

The art of gifting is not just about thoughtfulness—it can be a strategic powerhouse in the world of revenue generation.

In this episode, which may prove to be the gift that keeps on giving, Kris Rudeegraap, CEO of Sendoso, unwraps the surprising might of personalized gifting in driving meaningful business connections. Explore the innovative tactics that elevate gifting from a generous gesture to a revenue-accelerating move. Learn to use intent data segmentation to fine-tune your outreach for resonant impact.

Whether you're a revenue leader looking to break through the noise with something unique or a high-achiever eager to harness data for personalized buyer experiences, this episode of "Revenue Makers" has gift-giving all wrapped up.

In this episode, you’ll learn:

1. The transformative power of gifting in ABM: Discover how personalized gifting can serve as a potent tool in account-based marketing, helping you cut through the clutter and create memorable interactions with potential clients.

2. Harness data and AI for precision in sales outreach: Unearth the secrets to leveraging intent signals, interest data, and AI technology to enhance the relevance of your sales approaches.

3. Expand your global reach with tailored regional strategies: Gain actionable insights into how understanding regional preferences and utilizing local resources can amplify your gifting campaigns' effectiveness.

Things to listen for:

04:42 Learn how to maximize your gift-giving strategies

09:15 Check out a new framework that automates personalized gifting and messaging.

15:19 Marketers value good advertising and gifting strategy.

22:12 Customers want personalized, data-driven marketing strategies.

23:56 How not to manage a warehouse in Las Vegas.

26:43 Master the international gifting market.

Let’s face it: no one enjoys cold calls—not the salesperson making them, and definitely not the prospect. But when done right, cold calls can be one of the most effective ways to build your sales pipeline.

In this episode, Nick Cegelski co-founder of 30 Minutes to President’s Club and co-author of Cold Calling Sucks, reveals his strategies for a successful cold outreach. He explains why many sales reps struggle with cold outreach and shares tactics that can make all the difference—without relying on overused buzzwords or generic pitches.

Don’t give up on cold calls just yet. With the right tools and strategies, they can bring unexpected opportunities for your business.

In this episode, you’ll learn:

• Why cold calling remains a powerful tool
• The importance of targeting the right accounts
• Strategies to help you make successful cold calls

Jump into the conversation:

(00:00) Introducing Nick Cegelski

(04:27) Cold calls suck, but here’s why they work

(08:08) How to open your cold calls

(12:15) The difference between average and great cold callers

(20:42) Why you need to stop using buzzwords in cold calls

(23:50) Frame your customer’s problem in vivid detail

Resources:

Cold Calling Sucks (And That's Why It Works): A Step-by-Step Guide to Calling Strangers in Sales - https://www.amazon.com/Calling-Sucks-Thats-Works-Step-ebook/dp/B0D219QC85

ABM has always been about precision—knowing the right accounts, the right moments, and the right messages. But as technology evolves, so do the strategies that drive success. With AI, personalization at scale is becoming a reality, while brand-led demand generation is proving more critical than ever.

In this episode, hosts Saima Rashid and Adam Kaiser break down what’s working in ABM today. Then they’ll explore how AI is reshaping account-based strategies, the power of brand-to-demand campaigns, and why aligning sales, marketing, and CS around a single ICP definition is non-negotiable. Plus, Saima and Adam will tackle the ongoing debate around platform consolidation vs. best-of-breed solutions—and why RevOps leaders have strong opinions on both.

In this episode, you’ll learn:

• Why sales, marketing, and CS need to align on ICP—not just for acquisition, but for retention
• How AI agents are transforming BDR workflows without replacing the human touch
• Why brand investments are the ultimate edge in an AI-driven marketing world

Jump into the conversation:

(00:00) Account-based marketing in 2025

(02:08) Why ICP alignment is critical for success

(05:06) Personalization strategies that drive engagement

(07:20) Brand to demand: The key to long-term marketing success

(13:37) The rise of the B2B backchannel and its impact on buying decisions

(17:50) How AI is changing ABM and enabling smarter outreach

Attribution isn't just a buzzword—it's the backbone of your revenue machinery.

In this episode of Revenue Makers, Saima and Adam peel apart the complex world of attribution to unleash its potent revenue-generating power. They address the elephant in the room: Can marketing really influence 100% of closed deals? The answer is a resounding yes, and the path to understanding how begins in this definitive attribution episode.

In this episode, you'll be equipped with the insights to navigate the attribution maze and turn data into your most reliable ally. You’ll learn why a definitive measurement perspective isn't just helpful—it's crucial for consistent success.

Whether you're defending your budget at the next board meeting or adjusting your sales model in real-time, this episode promises high-impact takeaways that will sharpen your competitive edge. Listen in and ignite your attribution strategy for an unassailable approach to revenue growth.

In this episode, you’ll learn:

• Why embracing a single source of truth for attribution in your pipeline is crucial for alignment across your revenue team. Adam and Saima explore the complexities of various attribution models and provide insights on creating a singular, reliable reporting approach.
• The importance of measuring the right kind of engagement and intent across deals, moving beyond traditional MQLs to propel your revenue strategy forward. Our hosts share their hard-won lessons on why intent data and proper engagement metrics can outvalue conventional lead-quantifying methods, leading to more qualified opportunities and higher conversion rates.
• Practical tips on how to effectively analyze and adapt your marketing strategies in response to the evolving buyer landscape. Adam and Saima discuss how shifts in buying behavior dictate the need for adjusted marketing models and what patterns in won accounts should be shared with your entire revenue team to replicate success.

Things to listen for:

05:24 Your pipeline number should have one attribution source.

06:43 Strategies for ad implementation, including attribution and measurement.

15:44 The deal-making process has intensified, requiring more resources than ever.

17:55 Want to achieve success? You’ll need a well-informed go-to-market team.

20:53 The importance of content and its ROI measurement.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Hiring a top-tier Product Marketing Manager (PMM) is a game-changing move that can unlock tens of millions in ARR. The trick is making sure you hire the right PMM.

In this episode of Revenue Makers, we sit down with Kyle Lacy, CMO at Jellyfish, to uncover the criteria for recruiting a stellar PMM leader, and why failing to do so can cost a company dearly. Discover the core competencies that define the role, and learn how to measure a PMM’s impact effectively.

If you’re interested in gaining actionable strategies and insights for effectively integrating product marketing into your overall revenue strategy, have we got an episode for you.

In this episode, you’ll learn:

• How to make sure you’re hiring the right product marketing leader
• Relevant metrics worth watching to measure the impact of your product marketing strategy
• Why it's crucial to hire product marketers early to accelerate revenue growth

Jump into the conversation:

[00:00]Welcome to Revenue Makers

[03:04] When to hire a product marketer

[05:18] The scope of product marketing

[07:02] Challenges in hiring a product marketing manager

[11:49] How to measure the impact of product marketing

[15:05] Building strong relationships between teams

[20:40] The Pragmatic Marketing Framework

Believe it or not, an effective ABM campaign only needs five steps.

In this episode of Revenue Makers, we break down the essential steps in 6sense’s Account-Based Marketing (ABM) framework. It starts with selecting target accounts within your ICP, understanding their position in the buyer’s journey, and then crafting tailored outreach. In our own campaign, we put these steps to the test, adding a dose of creativity, nostalgia, and humor to stand out.

Ready to take your ABM campaigns to the next level? Here’s your roadmap.

In this episode, you’ll learn:

The five essential steps for ABM success

How a creative ABM campaign can make your brand stand out

Key metrics for measuring awareness and intent

Jump into the conversation:

(00:00) Five steps for successful ABM campaigns

(02:46) Step 1: Select the best accounts with technographics

(06:50) Step 2: Understand customer intent

(09:59) Step 3: Get creative in engaging customers

(15:29) Step 4: Collaborate with sales

(17:39) Step 5: Track metrics that matter

Resources:

6sense’s Dump Your Data Vendor ABM Campaign - https://dumpyourdatavendor.com/

RevCity Community - https://revcity.6sense.com/

Transforming revenue isn't just about cold calls and content—it's about having the audacity to try something new and alignment with your goals.

In this episode of Revenue Makers, Saima Rashid and Adam Kaiser chat with 2X CEO Domenic Colasante, about how he is boldly reimagining marketing tactics. Colasante's approach with 2X highlights a crucial point: traditional marketing methods are becoming outdated. By turning trucks into billboards and targeting CIO hotspots, he demonstrates how thinking outside the box can be a powerful force in enhancing brand visibility.

For high-achieving revenue leaders, consider this conversation a call to reevaluate your ABM strategies and empower your teams to courageously embrace new ideas. Throw out your old scripts and transform your sales approach by infusing your marketing with a human touch and turning faceless statistics into a narrative that drives engagement and conversions.

In this episode, you’ll learn:

The effectiveness of account-based marketing (ABM) strategies in driving sales adoption - Learn about Domenic's firsthand experience with an innovative ABM campaign for Siemens and take away key insights on how you can apply similar strategies to captivate high-value accounts and shift your sales organization toward more targeted and effective approaches.

The importance of aligning sales and marketing through not just data, but human interaction - Domenic delves into the necessity of educating sales teams on the transition from traditional marketing qualified leads (MQLs) to intent-driven ABM. Discover how to foster a culture of collaboration by bringing human conversations and joint efforts to the forefront of your marketing efforts.

Maximizing your existing marketing technology before seeking new solutions - Domenic explains how conducting thorough tech stack health assessments can unveil opportunities to enhance your capabilities and add value without significant additional investments. Embrace the power of using what you have to its full potential and learn how to drive better results while reducing costs.

Things to listen for:

[00:00] Embrace change in marketing and sales strategies

[03:30] ABM: Account-Based Marketing shifts focus to individuals

[19:28] How sales and marketing teams adapt to new data

[20:41] Salespeople need proof and support to change

[24:58] Building a team of 1,000 innovating marketers and specialized services

[27:52] Maximizing tech integration boosts performance and impact

[32:22] How Domenic created an ABM program

Resources:

More from 6sense: https://6sense.com/revenue-makers/

When there’s so much content competing for attention, customers crave experiences that feel personal and relevant.

In this episode, David Edelman discusses insights from his book, Personalized: Customer Strategy in the Age of AI. With decades of experience as a CMO, David shares his five core tenets of personalization and explores ways to measure their success. David also touches on how AI can help brands design better customer experiences that scale.

In both B2B and B2C, David demonstrates how personalization serves as a powerful differentiator, relying on cross-functional alignment and a customer-centric approach.

In this episode, you’ll learn:

• How to leverage AI for scalable, context-driven personalization
• Why personalization requires a cross-functional approach across departments
• Examples of personalization done right in B2B

Jump into the conversation:

(00:00) Marketing personalization with David Edelman

(05:22) Personalization in B2B

(10:09) Personalization is cross-functional

(12:46) Using AI appropriately for better customer experience

(17:29) How to start personalization efforts

(20:00) Core marketing principle: The 4C analysis

( 22:10) Measuring success in personalization

Resources:

Personalized: Customer Strategy in the Age of AI - https://www.amazon.com/Personalized-Customer-Strategy-Age-AI/dp/1647826276

OK, so a new tactic for your revenue teams is introduced. It makes total sense. It’s going to make their lives easier (and their bonuses bigger)...why the heck aren’t they adopting it?

Casey Carey knows the answer.

On this episode of Revenue Makers, Casey Carey, Chief Marketing Officer at Quantive, shares stories of how the strategic approach to marketing and generating revenue has helped his company grow effectively. Listen in to understand just how the philosophy works and how you could implement it into your business. And, he reveals the secret he uncovered as to why more teams aren’t adopting this “no-brainer” approach (and how he overcame it with his teams).

In this episode, you’ll learn:

Beginning at the account-level is the foundation of an account-based strategy.

Accounts-based marketing can form the basis for solid decision making.

While the philosophy isn’t perfect, it could potentially be the best in the industry so far.

Things to listen for:

[00:22] What is an Account-Based Marketing Strategy?

[06:24] Key Criteria for ICPs

[14:22] How the CMO Role has Evolved

[19:41] Changing Metrics for an Account-Based Strategy

[21:21] Casey’s Account-Based Success Story

[28:15] The Important Role of Technology

[31:48] The Most Ridiculous Thing Casey Had to Do

While businesses everywhere are engaging in quarterly business reviews, we’re taking time to do something a little unprecedented: We’re performing a QBR for Revenue Makers!

In this episode, hosts Saima Rashid and Adam Kaiser take a retrospective look at their podcast journey, highlighting significant insights gained from their engaging conversations with a quarter’s worth of eye-opening guests. The big themes? Having the courage to embrace boldness, innovation, and change management while acknowledging the importance of being data-driven in today's business landscape.

Tune in as Saima and Adam offer actionable insights that can inspire and guide your own revenue projects and, just maybe, help you learn to stop worrying and learn to love QBRs.

In this episode, you’ll learn:

The significance of preparing for QBR: Gain valuable insights into the internal workings of a QBR and how it offers an opportunity to understand what worked, what didn't, and how to align goals moving forward—even when applied to a podcast.

The art of differentiation and being bold: Learn how to cut through the noise by executing innovative campaigns that resonate with your audience.

The power of being data-driven: Effectively utilize data to drive impactful decisions within your organization.

Things to listen for:

03:32 QBRs as a moment for reflection and celebration.

06:39 How to build events backward from end goal data.

11:58 Challenging integrated marketing campaign to raise awareness.

19:00 AI tools are becoming essential for work.

26:20 Discussing strategy with leadership.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

You’re not dreaming. You’ve made it to our third episode featuring Saima and Adam imparting their wisdom, sans-guest. And if you thought this third installment couldn’t top the last, think again.

We’re diving into ABX and ABM measurement—the essential metrics that can help marketers gauge the success of their campaigns. From leading indicators like reach and engagement to lagging indicators like pipeline and revenue, we explain why you need to monitor those metrics closely. Learn how to manage your pipeline within your CRM and how to improve outreach using AI.

In this episode, you’ll learn:

• How to effectively quantify and engage your Ideal Customer Profile (ICP)
• Why a single dashboard is all you need for all your ABX metrics
• The importance of measuring both leading and lagging indicators to evaluate your ABM strategy

Jump into the conversation:

(00:00)Welcome to Revenue Makers

(02:32) Are you reaching and engaging with your ICP?

(09:34) Measuring the effectiveness of advertising

(11:34) Handing off MQLs to the sales team

(15:01) Personalize your outreach using AI and intent data

(16:59) Volume, conversion rate, velocity, deal size

(22:30) Flag ABM accounts in your CRM

Resources:

Segment Performance Reporting: https://6sense.com/6sense-for-6sense/segment-performance-reporting/

Unified Dashboards for Pipeline Management: https://6sense.com/blog/the-game-plan-for-success-unified-dashboards-for-pipeline-management/

SFDC Dashboard at the 30-minute mark of this webinar: https://6sense.com/resources/webinars/Ideas-are-easy-execution-is-everything-webinar

CMO Reporting on leading indicators: https://6sense.com/6sense-for-6sense/cmo-reporting/

Revenue operations play a central role in business, but with so many pieces in motion, managing it all can feel overwhelming before we ever think about optimizing.

Luckily, Sean Lane and Laura Adint have created a clear blueprint to help RevOps professionals navigate it all.

As co-authors of The Revenue Operations Manual, Sean and Laura outline their four-pillar approach to building and scaling a RevOps team. While the specifics may vary by company, they highlight the key qualities that define a great RevOps professional, helping them become strategic partners within the business. They also share valuable insights on fostering collaboration across sales, marketing, and product teams.

The Revenue Operations Manual - https://www.revenueoperationsmanual.com/

Anyone interested in pre-ordering The Revenue Operations Manual can visit https://www.koganpage.com/marketing-communications/the-revenue-operations-manual-9781398616769 and use the code REVOPS20 for 20% off.

In this episode, you’ll learn:

• Best practices for aligning RevOps with marketing, sales, and customer success
• When to bring in a RevOps team for maximum business impact
• Key traits and skills to look for when hiring RevOps professionals

Jump into the conversation:

(00:00) Introducing Sean Lane and Laura Adint

(02:44) The Revenue Operations Manual

(05:39) RevOps as a strategic partner

(10:10) The Revenue Operations blueprint and mindset

(14:04) Designing the customer journey

(19:09) Building strong cross-functional partnerships

(22:51) Hiring the right people and building a RevOps team

(27:06) How RevOps teams can drive strategic initiatives and long-term success

In this episode of 6sense, Molly Bruckman, Head of Growth at Mutiny, takes us on an exhilarating journey through their groundbreaking campaign, "Surv-ai-vor". Discover how she orchestrated one of the most unconventional revenue-generating strategies of the year, leveraging the power of AI and gamification to achieve remarkable results.

Tune in as Molly shares the secrets behind the success of "Surv-ai-vor", as well as her strategic approach to audience engagement, the pivotal role of influential speakers, and the game-changing results that followed. Learn how a well-executed gamified learning experience can transform revenue generation and deliver a 40X ROI.

If you're a revenue leader or aspire to be one, this episode is your ticket to unlocking new heights of success. Join us to gain actionable insights and inspiration to revolutionize your revenue game plan. Get ready to drive substantial ROI and take your revenue strategies to the next level.

In this episode, you’ll learn:

1. Evolving Skills in the Age of AI: Molly Bruckman discusses the changing landscape of marketing and the impact of AI on marketers' skill sets. Learn how AI empowers marketers to become more broad and versatile in their approach, augmenting weaker skills and enabling a more holistic approach to marketing strategies.

2. Gamifying Learning for Practical AI Workflows: Get insights into how Mutiny's "Surv-ai-vor" campaign leveraged gamification to engage users in learning practical AI workflows. Discover how they incentivized participation, utilized customer referrals, and leveraged social sharing to drive engagement, and how these strategies could be adapted for your revenue projects.

3. Lessons Learned and Future Strategies: Understand the challenges faced and lessons learned from the Survivor campaign, and gain valuable insights into planning, project management, and execution. Discover how to avoid bottlenecks and optimize distribution, and gain practical advice on content repurposing and shelf life considerations. Get ready to level up your revenue strategies with real-world learnings from this engaging episode.

Things to listen for:

00:00 Transitioned from analyst to consultant, joined Mutiny.

04:27 Customers earn rewards through interactive punch cards.

06:31 Making AI practical for customers, not just theoretical.

12:33 Selecting top speakers to attract the right audience.

14:45 Efficient event registration system with backup site.

17:09 Creating media sponsors, incentivizing engagement, repurposing content.

23:39 LinkedIn profile picture, marketing team, planning mistakes.

26:58 Positive feedback on event, expecting future inspiration.

Resources:

Mutiny’s “Surv-AI-vor”: https://games.mutinyhq.com/

For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used?

In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective on the role of MQLs in account-based marketing (ABM). Nadia highlights the operational challenges, change management strategies, and practical adjustments that can make MQLs a valuable signal without letting them take center stage. She also explains how flipping the MQL process can create stronger collaboration between marketing and sales teams.

In this episode, you’ll learn:

Why MQLs get a bad rap and how to redefine their role

The operational and change management challenges of ABM

Practical ways to align sales and marketing for better outcomes

Jump into the conversation:

(00:00) Introducing Nadia Davis

(05:01) The controversy around MQLs in ABM

(08:05) Flipping the traditional MQL process

(11:50) Using MQLs as signals, not goals

(14:08) Timing challenges with MQL engagement

(15:40) Operational hurdles in ABM success

(18:37) Refining ICPs and account lists

(21:52) Change management in ABM adoption

(27:05) Bridging offline and online marketing

Sales teams face immense pressure to meet monthly quotas, which often lead them to resort to tactics that prioritize their convenience over the customer’s needs.

It’s time for sellers to step up and truly give a sh*t.

In this episode, Jen Allen-Knuth, Founder of DemandJen, talks about what it means to care about your prospects. Having been in sales for 18 years, Jen points out the common pitfalls for sellers such as relying on outdated scripts, generic outreach, and shallow research.

When sellers can demonstrate an understanding of their customer's pain points, they earn trust that lasts beyond the first call.

In this episode, you’ll learn:

• How to preempt and overcome the status quo with proactive messaging
• The three outdated sales motions you should stop using
• Ways to build relevance and urgency in every buyer interaction

Jump into the conversation:

(00:00) Customer-centric sales with Jen Allen-Knuth

(06:40) Why most deals are lost to the status quo

(09:48) Three outdated sales motions

(13:28) The problem prompter framework

(22:06) How to engage with “learners” vs. “hand raisers”

(25:56) Leveraging AI for better outreach

AI-driven email outreach is more than just automation—it’s a game-changer for sales and marketing teams. But how do you deploy AI agents effectively while maintaining compliance, preserving inbox health, and ensuring human alignment?

In this episode, Chris Dutton, VP of Marketing Operations at 6sense, breaks down how his team has scaled AI email agents over the past three years, long before AI became mainstream. He shares the key lessons learned, the crawl-walk-run approach to implementation, and how AI enhances rather than replaces BDRs.

Chris unpacks the metrics that matter beyond vanity stats, the campaigns that work (and those that don’t), and the impact of AI on pipeline generation and team efficiency. From reducing BDR workload by 59% to achieving record-breaking pipeline months, this episode is packed with actionable insights on integrating AI into your outbound strategy.

In this episode, you’ll learn:

• How 6sense successfully scaled AI email agents without compromising compliance
• Why AI email agents complement BDR efforts instead of replacing them
• The key metrics that matter when measuring AI-driven outreach
• Best practices for inbox warming, campaign selection, and maintaining email health

Jump into the conversation:

(00:00) Introducing Chris Dutton and the AI email revolution

(02:16) The importance of AI agents in scaling outreach

(04:48) How 6sense started with AI email agents—cautiously

(07:24) Key metrics for success beyond open and click rates

(10:29) The three most effective AI email agent campaigns

(12:48) Common pitfalls and when not to use AI for outreach

(15:42) How 6sense centralizes AI ownership and ensures compliance

(18:20) The technical crawl-walk-run approach to AI email implementation

(22:03) Surprising AI interactions: empathy, engagement, and success stories

For years, B2B marketers stuck to predictable, overly rational campaigns, believing it was the only way to build trust. But times have changed and B2B marketing is finally breaking free from what’s boring.

In this episode, Joel Harrison, Founder and Editor-at-large of B2B Marketing, reveals the five key trends shaping the future of B2B. Joel explores how today’s top marketers are leaning into creativity and emotion to forge deeper connections with their audiences. He also shares why those bold ideas are essential for brands to truly stand out in a crowded market.

In this episode, you’ll learn:

• The five trends shaping B2B marketing in 2025
• Ways to break free from the tedium of traditional B2B campaigns
• The role of entertaining experiences in building brand loyalty

Jump into the conversation:

(00:00) Introducing Joel Harrison

(05:01) Highlights from the B2B Marketing Awards

(08:05) The resurgence of long-form content

(11:50) The rise of B2B influencers

(14:08) Data visualization in B2B campaigns

(15:40) Gamification to engage audiences

(18:37) The expanding role of audio in B2B

(21:52) Pushing the boundaries of B2B marketing

Building a unique product just isn't enough to stay ahead in today's competitive marketplace. It's the relationships, trust, and authenticity that truly set you apart and drive sustainable revenue.

In this episode, Aaron Ross, the godfather of outbound sales and author of "Predictable Revenue," shares his evolved philosophy on outbound strategies, AI, and effective leadership. You'll discover the timeless principles that transcend changing tactics and learn how to create genuine relationships that can’t be easily replicated. It's not just about hitting numbers—it's about creating an unshakable foundation of trust and inspiration that propels your business toward predictable revenue.

In this episode, you’ll learn:

• Why evolving beyond traditional outbound tactics is crucial in a rapidly changing market and how specialization can give your sales team a competitive edge.
• How focusing on intangible assets like trust, authenticity, and community-building can differentiate your brand in an environment where product replication is easier than ever.
• Why you should embrace the unknown and cultivate an entrepreneurial mindset, using intuition and iterative learning to drive breakthrough innovations and long-term success.

Jump into the conversation:

03:45 How to adapt to new tactics for better results.

11:16 Seeking new techniques may lead to breakthrough success.

14:46 The struggle of staying unique and relevant amidst competition challenges.

24:14 Standing out in the age of AI.

B2B marketing is no longer just about chasing leads and closing deals. It’s about creating unforgettable experiences that resonate long after the pitch.

In this episode, Tom Stein, CEO and Founder of Stein, reveals the transformative strategies high-achieving B2B businesses are deploying to dominate their markets. You’ll discover why investing in creativity, unifying brand and demand, and focusing on customer experience are critical to massive revenue growth. Plus, hear about the groundbreaking documentary Everybody's Business and its mission to elevate B2B marketing on the main stage at Cannes. That’s right! We’re going Hollywood in this episode!

Tune in to learn how you can leave a trillion dollars of enterprise value on the table – or join the ranks of leaders who seize it.

In this episode, you’ll learn:

• How investing in creativity can significantly elevate your B2B brand and lead to increased revenue. And we back that up with successful case studies and examples of real-world impact.
• Why unifying brand and demand teams can result in a 200% increase in marketing-generated revenue.
• The importance of incrementality testing to justify budget allocation towards brand investment. Find out how top companies have effectively used this strategy to drive growth.

Jump into the conversation:

07:43 Unexpected festival experience solidifies B2B relevance.

15:24 Mimi Turner promotes simple, creative strategies for B2B.

16:17 LinkedIn event showcased power of brand demand.

21:04 BDX creates dynamic omnichannel brand experiences.

23:15 Top B2B brands leaving $1 trillion value.

29:32 B2B not just business-to-business anymore.

External Resources:

New BDX Playbook - Unifying Brand and Demand - https://www.steinias.com/original-thinking/news/new-bdx-playbook-unifying-brand-and-demand/

Everybody's Business Documentary - https://www.youtube.com/watch?v=pDXZ5pJ6Ka0

It’s not just about getting more leads; it’s about getting the right ones.

Changing how you make money isn't just about trying lots of things - it's about being precise and purposeful. Alex Olley, CRO and co-founder of Reachdesk, reveals how they boosted their success by focusing on a small, carefully chosen group of accounts.

Staying successful in a constantly changing market means staying focused and using strategies that fit. Shifting your team's thinking and workflow to this focused approach can be tough, but it's important for being effective and working well together.

Discover why making the counterintuitive choice to "go small" could be the key to success.

In this episode, you’ll learn:

How focusing on accounts showing strong interest can help you win more deals. Alex Olley's experience at Reachdesk shows that concentrating on these high-interest accounts can make your team's work more efficient and drive efficient spending that aligns sales and marketing goals.

How to overcome internal resistance and coordinate across teams to pivot to a new, account-based approach. Learn from the challenges and breakthroughs Reachdesk faced in transitioning their go-to-market strategy, and how they educated and aligned their board, sales, and internal teams to adopt a more targeted and efficient sales process.

How adapting your ideal customer profile based on market changes and buyer behavior is crucial for expanding into new areas. Alex Olley's advice highlights how updating your ICP as industries change can keep your organization flexible and ready for new opportunities.

Things to listen for:

00:00 Focusing on product tools, reaching potential clients.

03:21 Focus on intent, target buying stage accounts, innovate events.

09:15 Challenges of transitioning marketing teams to adapt.

11:28 Precise, sustainable growth, new approach required.

16:16 Change management crucial; varied for each company.

17:11 Sellers transitioning to facilitators due to changing market.

23:00 Prioritize data, focus on retention, involve key players.

25:02 Marketing identifies new industry verticals for sales.

29:57 Founders skeptical, pursued stealth account-based marketing successfully.

32:19 Grateful for the unconventional yet enlightening experience.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Driving unprecedented revenue isn't just about great products; it's also about embodying grit, growth, and grace in your go-to-market strategies.

In this captivating episode, Guy Kawasaki, the former Chief Evangelist at Apple and current Chief Evangelist at Canva and prolific author, unpacks the profound impact ethical leadership and innovative sales approaches can have on business success. Kawasaki shares how bringing "good shit" to market can fundamentally shift how products are perceived and sold.

Ready to uncover the secrets to transforming your go-to-market strategy from ordinary to extraordinary by embracing a mindset that prioritizes making genuine impacts over mere transactions? Prepare to be inspired to infuse your sales and marketing efforts with creativity, morality, and, most importantly, results that matter.

Join us for this first half of a two-part series to explore not just how to meet your numbers but how to redefine and achieve new heights in business and personal success straight from Guy Kawasaki.

In this episode, you’ll learn:

Why embracing the principles of growth, grit, and grace can transform your leadership style and the culture of your team, leading to more sustained and meaningful success in the market.

How the concept of "evangelism" in sales shifts the focus from simply hitting targets to genuinely enhancing customer welfare, establishing deeper connections and loyalty within your market.

The importance of product design and empathetic innovation in creating products that not only meet but anticipate customer needs.

Things to listen for:

05:16 Evangelism is sales with a focus on welfare.

08:40 The best way to understand electric cars is to drive one.

10:47 Tech CEOs built what they wanted to use.

14:18 Grace leads to change. We have an obligation to help.

18:12 A mission-driven leader prioritizes excellence and innovation.

Metrics alone aren't the magic bullet for skyrocketing revenue – it's the rigor of reviewing them that propels an organization to new heights.

In this lively episode of Revenue Makers, hosts Adam and Saima chat with Robert Zimmermann, CRO at Qualified, to dive deep into what makes high-performance revenue teams tick. Zimmermann brings a wealth of experience from the C-suite, where he's known for conducting metric-driven strategies that inspire action and drive success. He shares insights on why operational cadence is more than just a trendy term—it's a guiding light that shapes every aspect of the organization, from the boardroom to the sales floor.

See the incredible impact of data in steering the ship, how to align comp plans with KPIs to create sharp incentives, and find out why sometimes a simple 'cup of coffee' might just be your dashboard's best friend.

In this episode, you’ll learn:

Robert’s systematic approach to analyzing detailed metrics not only promotes transparency but also fuels growth. Gain valuable strategies for maintaining a strong operational rhythm and cultivate a culture where accountability and data guide decisions for revenue teams.

How to align your team's incentives with your company’s key performance indicators (KPIs) to drive long-term growth. Benefit from Robert's insights into compensation and strategy adjustments that prioritize high-potential opportunities and streamline pipeline management. Implement his methods for incentivizing multi-year agreements and high-conversion opportunities to ensure your team's efforts directly contribute to company success.

The game-changing impact of real-time analytics and strategic dashboard tools in prioritizing revenue-generating activities. Robert shares insights on an innovative 'cup of coffee' dashboard that serves as a daily guide for sales teams, directing them toward immediate engagement in the most impactful areas. By integrating ABM strategies, intent data, and automated tools, you'll be equipped to refine your go-to-market strategy and empower your team to capitalize on high-intent opportunities for better results.

Things to listen for:

00:00 Measuring sales, marketing, and customer success performance.

05:14 Challenges in new projects, focus on sales efficiency.

07:01 Key KPIs for SaaS business: ACV, ARR, NRR, GRR. Also monitor asps and revenue trends.

10:45 Culture of data, important for organizational success.

12:38 How to strategically expand sales and engagement.

18:16 Embrace transparency, start slow, progress gradually.

20:20 Focus on specific campaigns for operational effectiveness.

23:08 Evaluating transaction cycle effectiveness and customer intent.

29:32 Fundraiser for leukemia, got engaged unexpectedly.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

A true marketing genius doesn't back away from the edge; they walk the tightrope between boldness and brilliance.

As the creative force behind two groundbreaking companies (Gong and Clari), Devin Reed is very comfortable on the tightrope. Devin specializes in crafting sharp, strategic content that breaks through the noise and seamlessly aligns with the CEO’s vision. In this episode of Revenue Makers, Devin provides real-world insights on crafting compelling narratives that engage and convert, whether you’re talking about revamping existing material or creating new campaigns that demand attention.

Get ready to rethink your traditional marketing strategies as Devin, along with our hosts, Saima Rashid, and Adam Kaiser, explore new territory with data-driven decisions and cutting-edge content.

In this episode, you’ll learn:

The strategic art of alignment in content marketing. Devin Reed underscores the necessity of synchronizing marketing metrics with the broader strategic objectives of your CEO. This practice ensures that your marketing tasks are not just data-driven but also laser-focused on the company's overarching goals, promising more impactful outcomes.

The pivotal role that storytelling plays in B2B marketing. Devin emphasizes the need to craft narratives that resonate with your brand's unique perspective as well as the customers' problems. By shifting your content strategy from a product-centric to a problem-solving narrative, engaging potential customers by addressing their specific needs.

The undervalued power of bold and differentiated marketing. Devin advocates for creating intentionally polarizing campaigns that capture majority interest. By listening in, you'll learn how embracing a strong and sometimes controversial point of view in your outreach can cut through the noise, resulting in memorable campaigns that not only attract attention but also catapult brand recognition and customer engagement.

Things to listen for:

03:58 Content should be insightful, relevant, and actionable.

10:09 Be bold and create a divisive narrative for your content strategy.

13:29 With big risks comes the potential for big successes.

27:44 Understanding success metrics is critical.

34:36 Using an f-bomb can close a CEO deal.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Gone are the days of treating content as a mere traffic driver. It's time to elevate your strategy. Join us as Anthony Kennada, founder of Audience Plus, breaks down why B2B brands must shift to becoming media brands to truly thrive. In this power-packed episode, you'll discover how leveraging first-party data and consumer-centric content can revolutionize your conversion rates and audience engagement.

From overcoming CMS challenges to mastering video production, Anthony shares invaluable insights from his transition from CMO to CEO, revealing the scrappy (but effective) techniques needed for early-stage growth. His unique perspective on combining marketing prowess with CEO responsibilities will leave you inspired and ready to take bold steps on the journey to building a media brand.

In this episode, you’ll learn about:

• How to leverage first-party data to personalize content and drive conversion rates through subscriber engagement.
• How to create an effective video content strategy starting with a manageable publishing cadence—particularly for small companies looking to scale
• Why treating your B2B brand as a media company can lead to more efficient marketing investments and deeper customer connections.

Jump into the conversation:

06:17 How Anthony transformed a blog into a consumer-friendly, data-driven website.

10:58 Why cookie deprecation means first-party data is crucial.

15:58 Netflix's data-driven content strategy enhances subscription sales

19:01 The importance of taking the time to explore and learn from others to build viewership

21:40 Video content is the future

When does buying software drive real impact, and when is it just a costly mistake?

In this episode, Maxwell Maurier, VP of Growth Marketing at Trellix, shares how to make technology investments that actually move the needle. He explains why strategy should come before software, how Trellix aligns purchases with business goals, and what marketers often overlook about attribution. He also breaks down the risks of chasing the latest tools without a clear plan and how to get finance and sales on board.

Maxwell discusses the role of measurement, the importance of cross-functional buy-in, and why vendors should focus on business outcomes over vanity metrics. Plus, he shares lessons from leading high-stakes software decisions.

In this episode, you’ll learn:

• Why marketing technology should solve business problems, not create them

• How to align software purchases with long-term strategic goals

• The role of measurement and attribution in proving ROI

Jump into the conversation:

(00:00) Introducing Maxwell Maurier

(01:20) How Trellix aligns tech investments with goals

(04:46) The risks of shiny object syndrome in B2B

(07:32) Why cross-functional alignment drives success

(11:32) Why measurement is critical for marketing spend

(15:46) A vendor’s role in supporting business outcomes

(20:07) Key indicators for evaluating software impact

(24:50) Unrealistic expectations in tech deployments

Could AI become the cornerstone of smart revenue operations?

Bryan Bayless, VP of Revenue Center of Excellence at Gong, certainly think so and he has the game-changing strategies to leverage AI and conversational intelligence for explosive revenue growth to prove it.

In this episode of Revenue Makers, Bryan explains how to harness AI for pinpoint accuracy in sales messaging, and how to transform mountains of data into actionable insights. And for even more AI goodness, he shares some innovative use cases that are sure to put you ahead of the curve in RevOps.

Prepare to be empowered with advanced tactics that will propel your revenue team to new heights of efficiency and effectiveness through AI.

In this episode, you’ll learn:

• How leveraging data from conversation intelligence tools like Gong can prioritize and streamline your revenue team's efforts, ensuring maximum efficiency and effective customer engagement.
• Why establishing a Center of Excellence can centralize data consumption and drive uniformity in how different teams utilize insights for decision-making and strategic planning.
• The pivotal role of AI-driven tools in automating routine tasks, allowing revenue leaders to focus on more complex and impactful actions that drive results and revenue growth.

Jump into the conversation:

06:50 Looking for an effective data strategy? Start with understanding what to solve.

07:57 Evolving systems listen and analyze content contextually.

11:44 Platforms adapt to user needs for success.

15:42 Sales feedback helps improve marketing strategies.

19:56 Prioritizing time and intent data is crucial for sales success.

24:24 Why you should be pushing for bigger dreams.

Maximizing revenue growth is not just about the numbers—they're about the story behind them.

In this riveting second half of our conversation with the legendary Guy Kawasaki, we certainly heard some stories. Guy spoke about seeing failure as an opportunity for learning and how to cultivate a company’s soul starting with mission-driven business approaches. Never one to shy away from blunt truths, Guy laid out how embracing diversity—not just demographically but in thoughts and experiences—can propel companies to profound success.

Guy is all about leading by example and ensuring every action aligns with a deeper purpose, beyond mere profit. Listen in for a chance to reflect on your leadership, the diversity of your teams, and how you handle failure—with one of the absolute best players in the game.

In this episode, you’ll learn:

1. How leading by example and fostering a culture of respect and inclusivity impacts team performance and revenue growth.

2. Why diversity and inclusion aren't just checkboxes but essential components of successful companies.

3. The undeniable value of experiencing failures and learning from them. Setbacks and failures are merely stepping stones on the path to achieving greater success.

Things to listen for:

05:12 Intelligence and ability are randomly distributed everywhere.

14:03 Jane Goodall exemplifies what it means to be mission-driven.

17:08 Learn from bad bosses, like Elizabeth Holmes.

It’s taking more resources to earn the same number of returns, whether it’s revenue or prospects. Latané Conant, Chief Revenue Officer at 6sense, coined a term for it: B2B inflation. It’s why it’s imperative for business leaders to understand how they can best allocate their precious resources to achieve healthy growth.

On this episode of Revenue Makers, Latané shares her thoughts on navigating B2B inflation and managing dwindling resources. Listen to learn how to stand out among other businesses and capitalize on the engagement you do have.

In this episode, you’ll learn:

Surrounding yourself with crazy driven people enables you to achieve great things.

It’s more important now than before to focus your resources on your ideal customer profiles to minimize your waste.

Adopting generative AI can enable massive productivity boosts without needing to hire additional employees.

Things to listen for:

[03:51] Defining B2B inflation

[08:24] Addressing B2B inflation within the company

[13:30] Balancing healthy growth with tightening budgets

[19:06] Planning in a time of B2B inflation

[21:56] Maximizing your time in front of customers

[24:29] Tips for executing well in the current economy

[26:35] Wrapping up

Resources:

6sense RevenueCity: https://revcity.6sense.com/home/

Traditional MQL-based marketing is a relic of the past.

It’s time to shift gears and embrace the new era of account-based marketing (ABM). In this episode, Jack Speyer, Director of Marketing Operations at Iron Mountain, shares how they transitioned from MQL metrics to a robust ABM program that delivers over 20x ROI.

Don’t miss out on Jack’s insights about sales and marketing alignment, the power of strong analytic tools, and the implementation of a successful ABM program.

In this episode, you’ll learn:

• What challenges arise when integrating new tools for ABM
• Why sales and marketing alignment is crucial for maximizing ABM results
• How to convince senior leadership to show support for ABM initiatives

Jump into the conversation:

(00:00) Introducing Jack Speyer

(02:22) Shifting from MQL to account-based marketing

(03:39) Early ABM implementation and tools to think about

(09:05) Achieving alignment between sales and marketing

(11:25) Ready for 20x ROI with ABM?

(17:56) Do this before you begin your ABM strategy

Inefficiency is the silent killer of growth, and nowhere is that more evident than within the sales and marketing machinery of an organization.

Dive into the world of efficient growth with Sam Jacobs, CEO and co-founder of Pavilion, as he unveils the toolkit for fine-tuning your revenue engine. In this episode of Revenue Makers, Sam addresses the $2 trillion inefficiency problem plaguing go-to-market strategies and equips revenue leaders with actionable insights to pivot from growth at any cost to growth at peak efficiency.

This isn't just about forecasting revenue; it's about creating a resilient, robust revenue reality.

In this episode, you’ll learn:

How businesses can streamline their structures and sales strategies to enhance efficiency and effectiveness. Learn to identify and act on key areas for improvement, focusing on lead concentration, sales rep efficiency, and unit economics.

The intricacies of crafting personalized customer messages and the impact of new hiring practices on customization levels. Gain insights into balancing personalized customer journeys with sustainable business practices.

The importance of sustainable, efficient growth over short-term gains. Understand the significance of aligning team operations, data transparency, and financial stability for long-term success in business. Ideal for leaders navigating a changing economic landscape.

Things to listen for:

00:00 Sam Jacobs, CEO of Pavilion, leads go-to-market community.

05:40 Decline in responsiveness, growth challenges, and inefficiency.

09:10 Understand math behind business, sales job efficiency.

13:49 Investing in events, community, and content effectiveness.

14:49 AI will enhance the importance of storytelling.

20:03 Department heads often argue over dashboard data.

21:26 CEO's job: set vision, manage money, lead.

27:13 AI, automation will reshape marketing and labor.

28:26 VC pressure, lower valuations, smaller teams, storytelling.

Resources:

More from 6sense: https://6sense.com/revenue-makers/

Disrupting the market requires helping people overcome their fear of change.

It’s a huge undertaking, especially in industries that don’t necessarily want to reinvent the wheel. Drawing on her own experience, Lauren Burkemeyer, CMO at YuLife, tells us what it’s like leading a challenger brand to success.

Lauren defines what a challenger brand is, and how these companies disrupt established industries with unique strategies. She emphasizes the importance of fostering a culture that embraces creativity and risk-taking, and how leveraging storytelling and social proof can build credibility for your brand.

Discover how to confidently position your brand against industry giants in this episode.

In this episode, you’ll learn:

• The definition of a challenger brand
• How to build trust with customers through social proof
• How to market your brand as an innovator in traditional industries

Jump into the conversation:

(00:00) Introducing Lauren Berkemeyer

(03:20) What is a challenger brand?

(05:53) Building a culture of innovation and curiosity

(07:35) Balancing demand gen and brand building

(11:21) Establish credibility with social proof

(16:09) Is a challenger brand the right fit for you?

These days budget cuts mean all organizations are doing more with less. Turns out, a lack of budget doesn't necessarily mean disaster for innovative revenue leaders.

@Ashley Deibert, CMO at Piano, for example, shows how embracing AI and fostering key relationships can turn tight budgets into opportunities for creative innovation.

Ashley leverages technology to not just sustain but enhance her team's efficiency – even in lean times. Being transparent, communicating openly, and having a collective leadership approach can help boost morale during tough financial times.

Ashley highlights the benefits of working together on budgeting, showing how marketing and sales can complement each other, and how the CFO plays a key role in boosting revenue. She also talks about the risks of not nurturing this vital relationship.

Tune in to find out how budget limitations don't have to mean the end of revenue growth. They're a chance to rethink, adapt, and inspire your team to reach new heights if you can get a little creative.

In this episode, you’ll learn:

How to balance human expertise with AI capabilities to foster an environment of productivity and innovation, particularly when faced with the need to make strategic cuts. Learn from Ashley's experience on how AI can not only replace routine tasks but also enhance human roles, ultimately benefiting your business infrastructure.

The art of negotiating vendor contracts with a focus on cultivating relationships grounded in trust. Discover Ashley's perspective on the importance of shared understanding and how this strategic approach can lead to long-term success and mutually beneficial partnerships.

Strategies for maintaining team morale and effectiveness in the face of budget cuts by championing transparency, collaboration, and shared leadership. Gain actionable tactics to empower your team with contributions to the budgeting process, ultimately fostering a more creative and resilient organizational culture.

Things to listen for:

05:05 Leveraging AI to streamline content creation processes

09:17 Initial skepticism shifted to AI as a valuable partner

20:32 Balancing top-down and bottom-up budgeting approaches

24:55 How the CFO can be a strategic motivator in business

31:49 Facing budget woes with surety and self-assurance

Resources:

More from 6sense: https://6sense.com/revenue-makers/

The word “no” intimidates many, but Karen Bomber sees it as a key to success. Embracing rejection is essential for growth, reinvention, and making a lasting impact.

In this episode of Revenue Makers, Karen Bomber, Chief Commercial Officer of ABB Energy Industries, shares her career journey—from starting as an engineer to becoming a leader who integrates technology, marketing, and commercial strategy to put the customer at the heart of every decision. Karen’s story of curiosity, self-motivation, and failing forward will inspire revenue leaders to take ownership of their careers and embrace reinvention.

In this episode, you’ll learn:

• Why curiosity is the driving force behind career growth
• How to navigate career transitions and own your journey
• The importance of placing customers at the center of your business strategy

Jump into the conversation:

(00:00) Introducing Karen Bomber

(01:14) Karen’s journey from engineer to commercial leader

(03:35) How to take ownership of your career

(07:10) The role of curiosity and learning in professional growth

(12:01) The myth of the self-made leader

(14:56) Building teams and cultivating talent

(16:56) Karen’s seven functions of commercial operations

(18:43) Embracing the “no” and failing forward

Revolutionizing your marketing infrastructure isn’t just a bold move; it’s a necessity for driving unparalleled growth. Just Andela CMO Kelly Wenzel. In this episode, she shares how she rebuilt a neglected website in 90 days, aligned sales and marketing, and navigated a volatile tech landscape to achieve explosive demand and efficiency. Her path forward? She established trust within executive teams, set clear visions, and inspired her entire organization to navigate challenging times. Tune in to learn how her bold strategies and unwavering patience turned potential into performance, proving that effective leadership fuels extraordinary results.

In this episode, you’ll learn:

The critical steps to revitalize a broken website and turn it into a powerful lead generation tool and driving significant growth.

The strategic importance of aligning sales and marketing: Learn from Kelly's experience on laying the groundwork with scoring systems, nurturing campaigns, and fostering collaboration between sales and marketing teams to improve efficiency and meet quarterly goals.

How to build trust and influence in a leadership role. Understand the key methodologies Kelly used to build trust and align with key stakeholders during Andela's transformative journey, emphasizing transparency and teamwork to navigate economic and operational challenges.

Jump into the conversation:

06:41 How to develop a playbook for success while assembling the right people and tech.

10:58 What it means to double a team while streamlining process.

17:33 Best practices for collaborating with key stakeholders to drives business transformation.

24:34 How to craft a value message that resonates with your audience.

Is growth at all cost dead? Our guest for this episode certainly thinks so.

In this insightful episode, Jacco van der Kooij, founder of Winning by Design, shares how companies can achieve lasting success by prioritizing intelligent, scalable growth strategies that lead to recurring impact.

Discover the essential metrics for targeting customers effectively, the shift from doing more to doing better, and why the asymmetry of knowledge now favors the buyer. Jacco’s insights will empower you to elevate your sales strategies and achieve sustainable growth with precision and impact.

In this episode, you’ll learn:

The importance of moving away from the "growth at all costs" mentality and instead focusing on creating recurring impact for customers.

How success comes from measuring what works, targeting customers more effectively, and prioritizing impactful actions over sheer volume.

How advancing AI shifts knowledge power to buyers, requiring sales professionals to adapt by refining strategies, offering value-driven interactions, and using AI to meet the evolving needs of informed customers.

Jump into the conversation:

08:53 How impact drives recurring revenue.

13:55 Adapting to evolving SaaS products and sales strategies.

17:56 How AI impacts the SDR role.

20:49 Founders and CEOs have been ignoring revenue growth warnings.

24:16 Why job security depends on adaptability.

Is ABM the sum total of paid media? Not quite, but it’s a vital part of the strategy that can’t be overlooked.

In this episode of Revenue Makers, hosts Saima Rashid and Adam Kaiser turn the spotlight on digital media’s role in Account-Based Marketing (ABM). They clear up the misconceptions and discuss effective tactics that can take your campaigns to the next level.

Tune in for practical tips on using predictive technology, intent data, and technographics for successful ABM strategies.

In this episode, you’ll learn:

• How to use intent data to enhance your paid media targeting and improve conversion rates.
• Why defining your Ideal Customer Profile (ICP) is crucial before launching any ABM campaign.
• How to effectively measure the impact of your paid media campaigns by tracking engagement metrics.

Jump into the conversation:

02:40: ABM as a company-wide strategy.

06:15: Getting granular with targeting.

12:47 Effective Use of ABM Channels.

14:14 Advanced targeting strategies.

26:19 Measuring success in paid media.