Podcasts about mql

ABM programs often fail to deliver revenue results. Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in transforming account-based marketing strategies into effective revenue generators. She breaks down the five most critical three-letter acronyms for B2B marketers today—ABM, CRM, MQA, MQL, and CAC—while explaining how to build holistic omni-channel ABM frameworks that contribute meaningfully to sales pipelines.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

ABM programs often fail to deliver revenue results. Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in transforming account-based marketing strategies into effective revenue generators. She breaks down the five most critical three-letter acronyms for B2B marketers today—ABM, CRM, MQA, MQL, and CAC—while explaining how to build holistic omni-channel ABM frameworks that contribute meaningfully to sales pipelines.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

W tym odcinku bierzemy pod lupę 5 kluczowych błędów, które najczęściej psują współpracę między działem marketingu a sprzedaży. Zamiast stereotypowych narzekań typu „marketing nie wie, czego chce sprzedaż” lub „sprzedaż nie domyka leadów”, wskazuję głębsze, systemowe problemy i proponuję konkretne sposoby ich rozwiązania.

This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget. They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently.Carolyn explains why “go-to-market bloat” is a symptom of deeper system issues, not bad people. She shares how Passetto is helping companies rethink how they connect marketing, sales, finance, and RevOps through a unified GTM data layer. Nick challenges the hype around AI in outbound, and the two unpack why trust, process, and measurement (not volume) are the levers that matter most.If you've ever questioned whether your CAC is actually sustainable, or felt stuck trying to prove marketing's impact, this episode is your blueprint.Key topics in this episode:Why most CRM data is unusable, and what to do about itThe epidemic of go-to-market bloat and over-hiringHow AI is flooding outbound and eroding trustWhy finance must own more of GTM efficiencyThe trap of MQL targets and performance by teamWhat it takes to build a real full-funnel revenue factoryThis episode is powered by ⁠Passetto⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠passetto.com

"If done right, AI will actually make us more human. It handles the busy work and surfaces real-time insights—so GTM teams can focus on what really drives revenue: building relationships, solving real problems, and creating long-term customer value." That's a quote from Roderick Jefferson and a sneak peek at today's episode.Hi there, I'm Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost, A Marketing Podcast. In every episode, I sit down with top experts to bring you actionable strategies that deliver real results. So if you're serious about business growth, find us in your favorite podcast directory, hit subscribe, and start outpacing your competition today.In this episode, titled AI + EQ + GTM: The New Growth Equation for B2B Leaders, I sit down with keynote speaker, author, and enablement powerhouse Roderick Jefferson to unpack the modern formula for revenue growth: AI + EQ + GTM.We explore why traditional sales enablement isn't enough in today's landscape—and how real go-to-market success requires alignment across marketing, sales, and customer success, powered by emotional intelligence and smart technology integration.Whether you're a CRO, CMO, or GTM leader looking to scale smarter, this episode is packed with real-world insights and actionable strategies to align your teams and drive sustainable growth.Stick around until the end, where Roderick shares expert tips for building your own AI-powered revenue engine.If you're serious about long-term growth, it's time to get serious about AI, EQ, and GTM. Let's go.Kerry Curran, RBMA (00:01)Welcome, Roderick. Please introduce yourself and share your background and expertise.Roderick Jefferson (00:06)Hey, Kerry. First of all, thanks so much for having me on. I'm really excited—I've been looking forward to this one all day. So thanks again. I'm Roderick Jefferson, CEO of Roderick Jefferson & Associates. We're a fractional enablement company, and we focus on helping small to mid-sized businesses—typically in the $10M to $100M range—that need help with onboarding, ongoing education, and coaching.I'm also a keynote speaker and an author. I actually started my career in sales at AT&T years ago. I was a BDR, did well, got promoted to AE, made President's Club a couple of times. Then I was offered a sales leadership role—and I turned it down. I know they thought I was crazy, but there were two reasons: first, I realized I loved the process of selling more than just closing big deals. And second, oddly enough, I wasn't coin-operated. I did it because I loved it—it gave me a chance to interact with people and have conversations like this one.Kerry Curran, RBMA (01:16)I love that—and I love your background. As Roderick mentioned, he does a lot of keynote speaking, and that's actually where I met him. He was a keynote speaker at B2BMX West in Scottsdale last month. I also have one of your books here that I've been diving into. I can't believe how fast this year is flying—it's already the first day of spring!Roderick Jefferson (01:33)Thank you so much. Wow, that was just last month? It feels like last week. Where is the time going?Kerry Curran, RBMA (01:45)I appreciate your experience for so many reasons. One is that—like we talked about before the show—my dad was in sales at AT&T for over 20 years. It paid for my entire education. So we were comparing notes on that era of innovation and what we learned back then.Roderick Jefferson (02:02)Thank you, AT&T!Kerry Curran, RBMA (02:13)So much of what you talked about on stage and wrote about in your book is near and dear to my heart. My background is in building integrated marketing-to-sales infrastructure and strengthening it to drive revenue growth. I'm excited to hear more about what you're seeing and hearing. You talk to so many brands and marketers—what's hot right now? What's the buzz? What do we need to know?Roderick Jefferson (02:44)A couple of things. The obvious one is AI—but I'll add something: it's not just AI, it's AI plus EQ plus IQ. Without that combination, you won't be successful.The other big theme is the same old problem we've always had: Why is there such a disconnect between sales and marketing? As an enablement guy, it pains me. I spent 30 years in corporate trying to figure that out. I think we're getting closer to alignment—thank you, AI, for finally stepping in and being smarter than all of us! But we've still got a long way to go.Part of the issue is we're still making decisions in silos. That's why I've become a champion of moving away from just "sales enablement."Yes, I know I wrote the book on sales enablement—but I don't think that's the focus anymore. In hindsight, “sales enablement” is too myopic. It's really about go-to-market. How do we bring HR, marketing, product marketing, engineering, sales, and enablement all to the same table to talk about the entire buyer's journey?Instead of focusing on our internal sales process and trying to shoehorn prospects into it, we should be asking: How do they buy? Who buys? Are there buying committees? How many people are involved? And yes, ICP matters—but that's just the tip of the iceberg. It goes much deeper.Kerry Curran, RBMA (04:44)Yes, absolutely. And going back to why you loved your early sales roles—it was about helping people. That's how I've always approached marketing too: what are their business challenges, and what can I offer to solve them? In your keynote, you said, “I want sales to stop selling and start helping.” But that's not possible without partnering with marketing to learn and message around the outcomes we drive and the pain points we solve.Roderick Jefferson (05:22)Exactly. Let's unpack that. First, about helping vs. selling—that's why we have spam filters now. Nobody wants to be sold to. That's also why people avoid car lots—because you know what's coming: they'll talk at you, try to upsell you, and push you into something you don't need or want. Then you have buyer's remorse.Now apply that to corporate and entrepreneurship. If you're doing all the talking in sales, something's wrong. Too many people ask questions just to move the deal forward instead of being genuinely inquisitive.Let's take it further. If marketing is working in a silo—building messaging and positioning—and they don't bring in sales, then guess what? Sales won't use it. Newsflash, right? And second, it's only going to reflect marketing's perspective. But if you bring both teams together and say, “Hey, what are the top three to five things you're hearing from prospects over and over?”—then you can work collaboratively and cohesively to solve those.The third piece is: let's stop trying to manufacture pain. Not every prospect is in pain. Sometimes the goal is to increase efficiency or productivity. If there is pain, you get to play doctor for a moment. And by that, I mean: do they need an Advil, a Vicodin, a Percocet, or an extraction? Do you need to stop the bleeding right now? You only figure that out by getting sales, marketing, product, and even HR at the same table.Kerry Curran, RBMA (07:34)Yes, absolutely. I love the analogy of different levels of pain solutions because you're right—sometimes it's not pain, it's about helping the customer be more efficient, reduce costs, or drive revenue. I've used the doctor analogy before too: you assess the situation and then customize the solution based on where it “hurts” the most. One of the ongoing challenges, though, is that sales and marketing still aren't fully aligned. Why do you think that's been such a persistent issue, and where do you see it heading?Roderick Jefferson (08:14)Because sales speaks French and marketing speaks German. They're close enough that they can kind of understand each other—like ordering a beer or finding a bathroom—but not enough for a meaningful conversation.The core issue is that they're not talking—they're presenting to each other. They're pitching ideas instead of having a dialogue. Marketing says, “Here's what the pitch should look like,” and sales replies, “When's the last time you actually talked to a customer?”They also get stuck in “I think” and “I feel,” and I always tell both groups—those are the two things you cannot say in a joint meeting. No one cares what you think or feel. Instead, say: “Here's what I've seen work,” or “Here's what I've heard from prospects and customers.” That way, the conversation is rooted in data and real-world insight, not opinion or emotion.You might say, “Hey, when we get to slide six in the deck, things get fuzzy and deals stall.” That's something marketing can fix. Or you go to product and say, “I've talked to 10 prospects, and eight of them asked for this feature. Can we move it up in the roadmap?”Or go back to sales and say, “Only 28% of the team is hitting quota because they're struggling with discovery and objection handling.” So enablement and marketing can partner to create role plays, messaging guides, or accreditations. It sounds utopian, but I've actually done this six times over 30 years—it is possible.It's not because I'm the smartest guy in the room—it's because when sales and marketing align around shared definitions and shared goals, real change happens. Go back to MQLs and SQLs. One team says, “We gave you all these leads,” and the other says, “Yeah, but they all sucked.” Then you realize: you haven't even agreed on what a lead is.As a fractional enablement leader, that's the first question I ask: “Can you both define what an MQL and SQL mean to you?” Nine times out of ten, they realize they aren't aligned at all. That's where real progress starts.Once you fix communication, the next phase is collaboration. And what comes out of collaboration is the big one: accountability. That's the word nobody likes—but it's what gets results. You're holding each other to timelines, deliverables, and follow-through.The final phase is orchestration. That's what enablement really does—we connect communication, collaboration, and accountability across the entire go-to-market team so everyone has a voice and a vote.Kerry Curran, RBMA (13:16)You're so smart, and you bring up so many great points—especially around MQLs, SQLs, and the lack of collaboration. There's no unified North Star. Marketing may be focused on MQLs, but those criteria don't always match what moves an MQL to an SQL.There's also no feedback loop. I've seen teams where sales and marketing didn't even talk to each other—but they still complained about each other! I was brought in to help, and I said, “You're adults. It's time to talk to one another.” And you'd think that would be obvious.What I love is that we're starting to see the outdated framework of MQLs as a KPI begin to fade. As you said, it's about identifying a shared goal that everyone can be accountable to. We need to all be paddling in the same direction.Roderick Jefferson (14:16)Exactly. I wouldn't say we're all rowing yet, but we've definitely got our hands in the water, and we're starting to go in the same direction. You can see that North Star flickering out there.And I give big kudos to AI for helping with that. In some ways, it reminds me of social media. Would you agree that social media initially made us less social?Kerry Curran, RBMA (14:27)Yes, totally agree. We can see the North Star.Roderick Jefferson (14:57)Now I'm going to flip that idea on its head: if done right, I believe AI will actually make us more human—and drive more meaningful conversations. I know that sounds crazy, but I have six ways AI can help us do that.First, let's go back to streamlining lead scoring. If we use AI to prioritize leads based on their likelihood to convert, sales can focus efforts on the most promising opportunities. Once we align on those criteria, volume and quality both improve. With confidence comes competence—and vice versa.Second is automating task management. Whether it's data entry, appointment scheduling, or follow-up emails, those repetitive tasks eat up sales time. Less than 30% of a rep's time is spent actually selling. If we offload that admin work, reps can focus on high-value activities—like building relationships, doing discovery, and closing deals.Kerry Curran, RBMA (15:59)Yes! And pre-call planning. Having the time to prepare properly makes a huge difference.Roderick Jefferson (16:19)Exactly. Third is real-time analytics. If marketing and ops can provide sales reps with real-time insights—like funnel data, deal velocity, or content performance—we can start making decisions based on data, not assumptions or feelings.The fourth area is personalized sales coaching. I talk to a lot of leaders, and I'll make a bold statement: most sales leaders don't know how to coach. They either use outdated methods or try to “peanut butter” their advice across the team.But what if we could use AI to analyze calls, emails, and meetings—then provide coaching based on each rep's strengths and weaknesses? Sales leaders could shift from managing to leading.Kerry Curran, RBMA (17:55)Yes, I love that. It would completely elevate team performance.Roderick Jefferson (18:11)Exactly. Fifth is increasing efficiency in the sales process. AI can create proposals, contracts, and other documents, which frees up time for reps to focus on helping—not chasing paperwork. And by streamlining the process, we can qualify faster and avoid wasting time on poor-fit deals.Kerry Curran, RBMA (18:58)Right, and they can focus on the deals that are actually likely to move forward.Roderick Jefferson (19:09)Exactly. And sixth—and most overlooked—is customer success. That's often left out of GTM conversations, but it's critical. We can use AI-powered chatbots and virtual assistants to handle basic inquiries. That frees up CSMs to focus on more strategic tasks like renewals, cross-sell, and upsell.Let's be honest—most CSMs were trained for renewals, not selling. But cross-sell and upsell aren't really selling—they're reselling to warm, happy customers. The better trained and equipped CSMs are, the better your customer retention and growth.Because let's face it—we've all seen it: 90 days before renewal, suddenly a CSM becomes your best friend. Where were they for the last two years? If we get ahead of that and connect all the dots—sales, marketing, CS, and product—guess who wins?The prospect.The customer.The company—because revenue goes up.The employee—because bonuses happen, spiffs get paid, and KPIs are hit.But most importantly, we build customers for life. And that has to start from the very beginning, not just when the CSM steps in at the end.Kerry Curran, RBMA (20:47)Yes, this is so smart. I love that you brought customer success into the conversation. One of the things I love about go-to-market strategy is that it includes lifetime value—upsell and renewal are a critical part of the revenue journey.In my past roles, I've seen teams say, “Well, that's just client services—they don't know how to sell.” But to your point, if we coach them, equip them, and make them comfortable, it can go a long way.Roderick Jefferson (21:34)Absolutely. They become the lifeblood of your business. Yes, you need net-new revenue, but if sales builds this big, beautiful house on the front end and then customers just walk out the back door—what's the point?And I won't even get into the stats—you know them—about how much more expensive it is to acquire a new customer versus retaining one. The key is being human and actually helping.Kerry Curran, RBMA (21:46)Exactly. I love that. It leads perfectly into my next question—because one of the core components of your strategy and presentation was the importance of EQ, or emotional intelligence. Can you talk about why that's so critical?Roderick Jefferson (22:19)Yeah. It really comes down to this: AI can provide content—tons of it, endlessly. It can give you all the data and information in the world. But it still requires a human to provide context. For now, at least. I'm not saying it'll be that way forever, but for now, context is everything.I love analogies, so I'll give you one: it's like making gumbo. You sprinkle in some seasoning here, some spice there. In this case, AI provides the content. Then the human provides the interpretation—context. That's understanding how to use that generated content to reach the right person or company, at the right time, with the right message, in the right tone.What you get is a balanced, powerful approach: IQ + EQ + AI. That's what leads to truly optimal outcomes—if you do it right.Kerry Curran, RBMA (23:19)Yes! I love that. And I love every stage of your process, Roderick—it's so valuable. I know your clients are lucky to work with you.For people listening and thinking, “Yes, I need this,” how do they get started? What's the baseline readiness? How do they begin integrating sales and marketing more effectively—and leveraging AI?Roderick Jefferson (23:34)Thank you so much for that. It really starts with a conversation. Reach out—LinkedIn, social media, my website. And from there, we talk. We get to the core questions: Where are you today? Where have you been? Where are you trying to go? And most importantly: What does success look like?And not just, “What does success look like?” but, “Who is success for?”Then we move into an assessment. I want to talk to every part of the go-to-market team. Because not only do we have French and German—we've also got Dutch, Spanish, and every other language. My job is to become the translator—not just of language, but of dialects and context.“This is what they said, but here's what they meant. And this is what they meant, but here's what they actually need.”Then we dig into what's really going on. Most clients have a sense of what's “broken.” I'm not just looking for the broken parts—I'm looking at what you've already tried. What worked? What didn't? Why or why not?I basically become a persistent four-year-old asking, “Why? But why? But why?” And yes, it gets frustrating—but it's the only way to build a unified GTM team with a shared North Star.Kerry Curran, RBMA (25:32)Yes, I love that. And just to add—sometimes something didn't work not because it was a bad strategy, but because it was evaluated with the wrong KPI or misunderstood entirely.Like a top-of-funnel strategy did work—but the team expected it to generate leads that same month. It takes time. So much of this comes down to digging into the root of the issue, and I love your approach.Roderick Jefferson (26:10)Exactly. And it's also about understanding that every GTM function has different KPIs.If I'm talking to sales, I'm asking about average deal size, quota attainment, deal velocity, win rate, pipeline generation. If I'm talking to sales engineering, they care about number of demos per deal, wins and losses, and number of POCs. Customer success? They care about adoption, churn, CSAT, NPS, lifetime value.My job is to set the North Star and speak in their language—not in “enablement-ese.” Sometimes that means speaking in sales terms, sometimes marketing terms. And I always say, “Assume I know nothing about your job. Spell out your acronyms. Define your terms.”Because over 30 years, I've learned: the same acronym can mean 12 different things at 12 different companies.The goal is to get away from confusion and start finding commonality. When you break down the silos and the masks, you realize we're all working toward the same thing: new, long-term, happy customers for life.Kerry Curran, RBMA (27:55)Yes—thank you, Roderick. I love this. So, how can people find you?Roderick Jefferson (28:00)Funny—I always say if you can't find me on social media, you're not trying to find me.You can reach me at roderickjefferson.com, and you can find my book, Sales Enablement 3.0: The Blueprint to Sales Enablement Excellence and the upcoming Sales 3.0 companion workbook there as well.I'm on LinkedIn as Roderick Jefferson, Instagram and Threads at @roderick_j_associates, YouTube at Roderick Jefferson, and on BlueSky as @voiceofrod.Kerry Curran, RBMA (28:33)Excellent. I'll make sure to include all of that in the show notes—I'm sure this episode will have your phone ringing!Thank you so much, Roderick. I really appreciate you taking the time to join us. This was valuable for me, and I'm sure for the audience as well.Roderick Jefferson (28:40)Ring-a-ling—bring it on! Let's dance. Thank you again. This was an absolute honor, and I'm glad we got the chance to reconnect, Kerry.Kerry Curran, RBMA (28:59)For sure. Thank you—you too.Roderick Jefferson (29:01)Take care, all.Thanks for tuning in. If you're struggling with flat or slowing revenue growth, you're not alone. That's why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster.If you're serious about growth, search for us in your favorite podcast directory. Hit follow or subscribe, and leave a five-star rating—it helps us keep the game-changing content coming.New episodes drop regularly. Don't let your revenue growth strategy fall behind. We'll see you soon!

Everyone's analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken.They explain why it's not enough to measure performance after the fact, and how traditional attribution misses the hidden work happening in the earliest phases of pipeline creation. Carolyn explains how early signal data is shaping a new standard for pipeline visibility, and Trevor shows how to connect that data to real decisions: budget, headcount, channels, and more.If your GTM reporting starts at the opportunity stage, you're already behind.Key topics in this episode:Why traditional approaches to attribution often tells a false storyWhy marketing and sales leaders need to rethink “first touch” and “last touch” measurementWhat happens when early-stage activity is left out of pipeline ROI modelsHow to expose the invisible work that actually drives revenueThe GTM gaps that surface when ops teams aren't tracking signalsThe early indicators that help you scale GTM programs with confidenceThis episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com

This episode features an interview with Jenny Force, VP of Global Demand Generation at Meltwater, a company with a suite of solutions that spans media, social, consumer, and sales intelligence. Jenny discusses her experience launching the company's first big summit, as well as the work they have done to automate their inbound process to maximize each MQL.Key Takeaways:Launching a new big initiative and then proving ROI to the executive team requires careful positioning and careful measurement against KPIs.Automating the process for inbound leads through tech removes manual human intervention and puts the sellers into positions where they can do their job at a more impactful level.Imbuing campaigns with humor, while a little scary, can cause a big lift in engagement.Quote: We've been really investing and not just spending more money to get more MQLs. It's making, not to sound cliche, but every MQL count. It's about automating the process. Here at Meltwater, we're a 20-year-old company, we're very sales-centric and there's a lot of energy that used to be put behind outbound. So, it was changing the narrative around inbound. Until we totally make this change as a business where everyone in the business is shouting to get an inbound lead and are super excited about it, it's how can I get every single lead responded to in under an hour without any delays? And it's been a bit of a journey to put the right tech in place to automate those processes that we can, take out that manual human intervention and then put the sellers into the business so they can actually sell. So, I've got some tech around instant meeting scheduling, self-serve demos, a conversational email that we've put in. And honestly, I feel like that has already had such an impact on our conversion rates. I wouldn't get rid of it.Episode Timestamps: *(06:03) The Trust Tree: Improving inbound efficiency and increasing deal velocity*(14:32) The Playbook: Launching a summit and investing in automation *(45:53) The Dust Up: Changing inbound KPIs to get a seat at the table *(49:30) Quick Hits: Jenny's quick hitsSponsor:Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Jenny on LinkedInLearn more about MeltwaterLearn more about Caspian Studios

In this Starr-Led solo episode of Revenue Rehab, Brandi Starr takes a But Also approach to the frequently heard declaration that MQLs (Marketing Qualified Leads) are dead. While acknowledging common frustrations around the inefficacy of current MQL definitions, she contends that the real problem lies in the lack of clarity and alignment between sales and marketing on what constitutes an MQL. Brandi outlines a collaborative approach to redefining MQLs that can harmonize sales and marketing teams and enhance pipeline quality. This episode is essential for CMOs and CROs who seek to improve lead processing and bolster revenue outcomes by fostering better interdepartmental cooperation.  Episode Type: Starr-Led   Brandi Starr cuts through industry noise with bold, unfiltered insights on revenue growth. These solo episodes challenge outdated advice, debunk myths, and break down industry reports to reveal what really drives results. Expect sharp commentary, data-backed analysis, and actionable strategies to refine your marketing and sales approach.  Bullet Points of Key Topics + Chapter Markers: Topic #1: Importance of Defining MQLs Clearly [02:15]  Brandy emphasizes that the term "Marketing Qualified Lead" (MQL) isn't the issue; rather, it's the lack of a clear, agreed-upon definition. Incorrect definitions lead to sales ignoring leads, causing friction between sales and marketing. She argues that an MQL should be an agreement between sales and marketing on when sales should engage.  Topic #2: Focus on Middle of the Funnel [23:29]  Brandy stresses that fixing the middle of the funnel is crucial for revenue growth. The middle of the funnel involves nurturing leads to reach the qualification that warrants sales involvement, thus impacting revenue. She points out that this stage can be vast and complex but is essential for orchestrating the buyer's journey effectively.  Topic #3: The Fallacy of Volume-Based MQL Metrics [25:31]  Brandy challenges the conventional approach of measuring success based on MQL volume. She argues that focusing on volume leads to misaligned incentives and poor-quality leads. Instead, she advises aligning goals with pipeline impact and improving the quality of leads, which leads to faster conversion, larger deal sizes, and enhanced collaboration between sales and marketing.  Why Should Revenue Leaders Stop Ignoring This Problem Right Now?  Because the MQL misunderstanding is sabotaging your sales-marketing synergy. Brandy argues that misaligned marketing qualified lead definitions cause sales to ignore leads, waste time, and crumble trust between departments. Ignoring this alignment crisis results in pipeline chaos, delayed deals, and missed revenue—addressing it is your fast lane to grow  What's the First Action Someone Should Take to Apply This Insight Today?  Brandi says: If you can't quickly pull up the documented definition of an MQL for your organization, you have a problem. Sit down with sales and draft that clear, agreed-upon definition now—that's your first step to aligning and driving better revenue results.  Takeaways  Brandi emphasizes the critical need for alignment between sales and marketing to improve lead quality and ultimately impact revenue. She challenges leaders to shift their mindset from focusing on MQL volume to ensuring MQLs are aligned with true buyer intent and sales interest. The next steps? Leaders should clarify what truly signals buyer readiness by having deep conversations with sales and making sure there is clear, agreed-upon qualification criteria. The core message—define when sales should engage effectively to speed up deals, increase win rates, and get sales and marketing on the same page.  Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live    

This week, marketing and revenue operations expert Simon Daniels joins Ian after a two-year break working with Forrester to discuss how we define the discipline of revenue operations, how this sits with sales operations and marketing operations, and how we should implement this function.  In this discussion, they cover: Revenue operations, marketing, sales, and customer success operations. The organizational structure for RevOps varies by business context. Collaboration between sales and marketing  The death of the MQL Understanding the buying group and metrics for revenue and pipeline health The key technology and data platforms The role of AI in the analysis of revenue operations. As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Simon Daniels on LinkedIn As mentioned this week and some further reading that Simon recommends: Blowing in the wind - Why I'm sticking with Revenue Operations (even if the rest of the world is not!) - LinkedIn post by Simon Why the MQL model is failing B2B marketing and what to use instead - Mark Stouse on Martech.org regarding ditching MQLs Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups - B2B Marketing webinar on moving beyond the MQL Meet the new martech stack: systems of context and systems of truth – Chief Marketing Technologist RevOps And AI: The Cobbler's Children Need Shoes, Too – Simon co-wrote this on tech for Rev Ops ​​What's Broken in GTM and How to Fix It - Simon's podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

¡Comenzamos la Séptima Temporada! Wow. En este episodio de RitaCast, hablamos de MQLs (Marketing Qualified Leads) y por qué son clave para no perder tiempo ni dinero en leads que nunca van a comprarte. Si bien ya discutimos el Funnel de Conversión en la temporada pasada, hoy nos enfocamos en cómo detectar cuándo el horno está para bollos y ese lead está listo para avanzar.

This week Jeanette Belashov, of Anvilogic, joins the show to talk about smarter and more authentic cybersecurity marketing.George K and George A talk to Jeanette about: Why the lead gen MQL mindset is total BS and hurts both your strategy AND your buyers Using selling signals instead of vanity metrics to actually help your sales team connect with the right accounts at the right time about the right use case Why marketers MUST get their hands dirty with the product and spend time understanding the day-to-day challenges of practitioners Creating hybrid attribution frameworks that actually make sense for today's complex buyer journeysJeanette drops some serious science about how successful cybersecurity marketers need to immerse themselves in the community - from Reddit threads to conference conversations - to truly understand what matters to security teams.As the CISO said: "This has to be one of the most value-filled episodes I've ever been a part of... You could probably do an entire course based on the themes and ideas she brought up."Check out the full episode wherever you listen to podcasts!

How do you keep the spark alive with MQLs when everyone's ready to call them dead? In this episode, Ruta and Emma sit down with Ross Howard, Product Marketing Director at Inbox Insight, to share a no-holds-barred conversation about the messy, hilarious, and sometimes maddening world of Marketing Qualified Leads. Rather than ditching MQLs altogether, our guest and hosts explore how a little relationship-building, a whole lot of content creativity, and a fresh look at aligning sales and marketing can make all the difference.We dive into: ✅ The truth behind the “MQL myth” and why these leads aren't the enemy✅ How early marketing blunders (hello, email typos!) paved the way for smarter strategies✅ Balancing lead gen and demand gen without sacrificing quality or your sanity✅ Creative multi-touch tactics that keep your audience engaged long after the first email✅ The secret sauce of building genuine connections, even when the system seems stacked against you✅ Insider marketing gossip that proves even the pros have their off daysIf you're ready to rethink your lead strategy without scrapping everything you've built, this episode is your new go-to guide. Let's embrace our MQLs for life—done right, they can be your secret weapon.We're Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you're in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we're here for it.Visit blameitonmarketing.com and let's get this show on the road.

Guest: Jon Miller, Co-Founder & CEO of a Stealth AI StartupJon Miller, co-founder of Marketo and former CMO of Demandbase, argues that B2B marketing's traditional playbook—built on predictable demand generation, MQL scoring, and SDR-driven outbound—is broken. The “gumball machine” approach, where marketers expect predictable revenue by simply feeding in budget and campaigns, no longer works. Buyers have evolved, becoming more resistant to outbound tactics and opting for anonymous research. To succeed, revenue leaders must shift from short-term lead generation to long-term brand building, customer experience, and relationships.Key Takeaways:

Text us your thoughts on the episode or the show!What if your marketing strategy could be supercharged by AI? Clemens Diemann, a leading AI growth consultant from Algomarketing, joins us to share his expertise on navigating the complex world of marketing operations. He brings to light the struggles marketers endure when relying on historical data and intuition, revealing how this pressure can lead to strategic decisions based more on hope than certainty. Clemens discusses the often daunting task of meeting ever-increasing targets and how running ad hoc campaigns without thorough analysis can strain marketing teams and lead to incomplete data-driven decisions.Clemens dives deep into the transformative role of predictive analytics and AI in marketing. He challenges traditional models like the MQL to SAIL to pipeline approach, which can flatten conversion rates when not integrated with a broader revenue operations strategy. By encouraging collaboration across teams and employing predictive analytics, marketing professionals can unlock significant improvements in campaign performance and sales funnels. Clemens illustrates this with a compelling case study from Cisco, showing how AI-driven insights can elevate sales team performance and foster better decision-making.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals Find your next great hire in the MarketingOps.com community. Reach specific members seeking new opportunities by region, years of experience, platform experience, and more. Support the show

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 roleThe operational and change management challenges of ABMPractical ways to align sales and marketing for better outcomesJump 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

Guest: Steve Brothers, CEO of SplashmetricsWith 77% of millennial buyers avoiding sales interactions until they've already made a purchase decision, buyers are consistently clear about what they need: fast, personalized, and self-directed answers. Yet vendors stubbornly stick to outdated practices, forcing buyers into their processes rather than meeting them where they are.In this episode of SaaS Backwards, Steve Brothers, CEO of Splashmetrics, explores how modern B2B buyers are reshaping the sales process—and how many vendors are failing to adapt. He discusses how Splashmetrics bridges this gap by enabling companies to deliver tailored, interactive content journeys that put buyers in control while providing sales with critical insights to close deals more effectively.Key Takeaways:The buyer is in control: Buyers prefer to self-educate, completing 80% of their research before engaging with sales. Vendors must adapt or risk irrelevance.Outdated models kill opportunities: Relying on traditional MQL-driven processes results in 95% of SDR outreach being ignored.TheSplashmetrics solution: The platform allows buyers to “choose their own adventure,” and bridges the sales-marketing divide to create a truly buyer-centric experience.This episode is a wake-up call for companies still stuck in yesterday's playbook.---Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.---Is your messaging a sales ally or sneaky saboteur? Let us help with our free messaging audit.We'll look at your website's messaging, content, and conversion potential from the eyes of today's buyer and deliver a presentation with new combinations to more sales conversations and demos. And the best part? It's absolutely free. Get started today!

Send us your thoughtsIn this episode of CFO 4.0, host Hannah Munro speaks with Mark Blakemore, CFO at Compleat Software, about the unique challenges and opportunities of working in SaaS finance. Mark shares valuable insights from his 30+ year career in finance, offering a detailed look into the world of SaaS, including practical advice for CFOs and finance professionals aspiring to break into the sector.Key topics covered in this episode:Mark's journey to becoming a CFO and his transition from audit to SaaS finance.The evolution of SaaS models and the challenges of shifting from perpetual licences to recurring revenue.Key metrics for SaaS CFOs, including MQL-to-win ratios, CAC, and revenue growth levers.The importance of cross-functional collaboration with sales, marketing, and engineering teams.Lessons learned from managing cultural differences and communication challenges in international teams.Links mentioned:Mark's LinkedinLearn more about Compleat Software Explore other CFO 4.0 Podcast episodes here. Subscribe to our Podcast!

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 ICPWhy ongoing iteration and adaptation are critical for ABM successHow to measure engagement beyond traditional lead metricsJump 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

Episode Summary In this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success. Connect with Jeremy Key takeaways - Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts. - Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation. - First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts. - Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process. - By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future. - Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively. - Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration. - The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale. Quotes On Identifying Buying Groups: “Being able to see who's in a buying group and understanding their personas is the first step to transforming your account-based strategy.” On Optimizing Resources Based on Signals: “Don't spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.” Communities: - Buying group members (LinkedIn community):  A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.

►  A Wake-Up Call for Marketers & Founders! Book a call: https://www.breakingb2b.com/book-a-call 

In this episode of The Tech Leader's Playbook, Avetis Antaplyan interviews Hamlet Azarian, founder and CEO of Azarian Growth Agency. They discuss the importance of identifying gaps in business and surrounding oneself with the right talent. Hamlet shares his journey into growth marketing, emphasizing the significance of data-driven strategies and understanding ROI in marketing budgets. The conversation also covers B2B marketing strategies, the distinction between marketing qualified leads (MQL) and sales qualified leads (SQL), and the challenges of hiring in today's market. Finally, they explore how startups can build a growth engine to scale effectively. In this conversation, Avetis Antaplyan discusses the critical stages of startup growth, emphasizing the importance of building a scalable growth engine, navigating pivots, and understanding product-market fit. He explores the balance between marketing-led and product-led growth strategies, the transformative role of AI in marketing, and the necessity of experimentation in developing effective marketing strategies. Avetis also addresses the evolving landscape of SEO and the significance of thought leadership in establishing authority. Finally, he highlights the importance of delegation and surrounding oneself with the right talent to achieve business success. Takeaways Surrounding yourself with the right talent is crucial. A career transition can lead to discovering new passions. Data-driven marketing is essential for success. Every marketing dollar should be viewed as an investment. Expect varying timelines for marketing results based on strategies. Understanding MQL and SQL is vital for effective sales. Hiring challenges require a strategic approach. Automation and AI can enhance outreach efforts. Building authority through thought leadership is important. A predictable growth engine is key for startups. Customer discovery is essential for understanding real problems. Building a repeatable growth engine is crucial for scaling. Pivots can lead to significant success in startups. Product-led growth works best for self-serve businesses. AI tools are integral to modern marketing strategies. Experimentation is key to discovering effective marketing tactics. SEO will evolve, focusing more on personal expertise. Thought leadership enhances authority and drives business. Delegation allows founders to focus on their strengths. Surrounding yourself with the right talent is vital for growth. Chapters 00:00 Identifying Gaps and Building Teams 03:04 Hamlet Azarian's Journey to Growth Marketing 05:50 The Importance of Data-Driven Marketing 09:04 Understanding ROI and Marketing Budgets 11:51 B2B Marketing Strategies for Service Businesses 17:58 MQL vs SQL: Understanding Lead Qualification 21:11 The Challenges of Hiring and Recruitment 23:05 Scaling Startups: Building a Growth Engine 24:04 Building the First Growth Engine 25:28 Navigating Pivots and Product-Market Fit 27:52 Marketing vs. Product-Led Growth 31:08 The Role of AI in Growth Marketing 34:13 Experimentation in Marketing Strategies 37:30 The Future of SEO and Thought Leadership 40:50 The Importance of Delegation and Team Building Hamlet Azarian's Website: https://azariangrowthagency.com/ https://hamletazarian.com/ Hamlet Azarian's Social Media Links: https://www.linkedin.com/in/hamletazarian/ https://x.com/hamletazarian Resources and Links: https://www.hireclout.com https://www.podcast.hireclout.com https://www.linkedin.com/in/hirefasthireright

Ralph and Lauren tackle the challenges marketers and business owners face when managing lead generation and sales processes. They break down the critical differences between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) and share actionable strategies for optimizing ad algorithms and leveraging CRM data effectively. The conversation highlights the power of transparency and alignment within teams and with agency partners to maximize ROI. With a focus on practical insights, they also explore how to use standard events in digital advertising to improve lead quality and drive better business outcomes.Chapters:00:00:00 - Kickoff: Welcome to an Unfiltered Dive Into Marketing Strategies00:01:00 - Listener Reviews: What You're Saying About the Show00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads00:19:30 - Lead Qualification Secrets: How to Spot the Real Prospects00:20:45 - Custom Thank You Pages: The Game-Changer You're Overlooking00:22:08 - Campaign Optimization: Attracting the Customers You Actually Want00:28:43 - Standard Events Masterclass: Supercharging Your Ad Performance00:33:39 - Final Thoughts: Quick Wins and Next Steps to Level UpLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you'd like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:AdCritter for Agencies

Natalie Marcotullio, Head of Growth at Navattic, takes us in for a behind-the-scenes look into the process of launching their freemium motion. Going through the strategic reasons behind the shift and how it fits into their overall growth strategy, she reflects on the challenges of aligning the sales team, navigating risk, and measuring success in both the short and long term. Natalie also shares her perspective on the realities of product-led growth, the importance of soft-pitching ideas, and the unexpected lessons learned during the launch process.Natalie opens up about: The excitement and pressure of launching a freemium planThe value of soft-pitching product-led growth strategies over timeThe challenge of aligning a sales team to embrace PLG leadsThings to listen for: (00:00) Intro(03:17) Why Navattic chose freemium over a free trial model(05:53) The impact of freemium on pipeline and user conversion(08:00) Navigating internal buy-in and the importance of soft-pitching PLG(10:01) Testing and experimenting with lower-priced plans before going freemium(12:13) Aligning the sales team with the PLG motion and managing challenges(14:00) Modeling pipeline projections and the impact on MQL and PQL metrics(16:19) The role of customer support in managing increased user inquiries(18:42) Sales engagement with self-serve users and building trust(20:25) Reflecting on early success indicators and word-of-mouth growthResources:Connect with Natalie:LinkedIn: https://www.linkedin.com/in/natalie-marcotullio/Connect with Andrew:LinkedIn: https://www.linkedin.com/in/andrewcapland/ Hire Andrew as your coach: https://deliveringvalue.co/coaching

In this episode, host Paul Barnhurst (aka The FP&A Guy) dives deep into the evolving world of Financial Planning & Analysis with Olivia MacDonald, a highly skilled financial professional with a diverse background in FP&A process optimization and system implementation. The conversation explores what makes FP&A great, focusing on business partnerships and the strategic role FP&A can play beyond just reporting numbers.Olivia is a qualified CPA and ACA with a proven track record of delivering strategic solutions that drive efficiency, accuracy, and transparency across organizations. With a mastery of data extraction and transformation tools like MQL, SQL, and SOQL, Olivia has helped companies streamline operations, enhance financial transparency, and drive decision-making through data. Her non-traditional path into FP&A—from audit to FP&A consultancy—gives her a unique perspective on how finance can be a business driver, not just a reporting function.Expect to LearnWhat distinguishes great FP&A teams, with a focus on strategic business partnering.How audit and FP&A share common skills, and how auditors can leverage financial modeling experience.The importance of building strong relationships as an FP&A professional and working with different business units.Olivia's unique career journey from auditing in Ireland to working in FP&A and the key lessons learned.Strategies to streamline the budgeting process and engage business partners in decision-making.Here are a few relevant quotes from the episode:“FP&A shouldn't just be a reporting function. It needs to be a strategic business partner that helps drive decision-making.” - Olivia MacDonald“Having mentors who can tell you, ‘That's a bad idea,' is invaluable. It's how I ended up taking risks in my career that paid off.” - Olivia MacDonald“When I got into FP&A, I realized how important it is to be a business partner, not just a numbers person.” - Olivia MacDonaldThis episode with Olivia MacDonald takes us through the evolving role of FP&A where she emphasizes the importance of involving business partners in the budgeting process, learning from mentors, and embracing technology, including generative AI.Follow FP&A Tomorrow:Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 Follow Olivia:LinkedIn - https://www.linkedin.com/in/oliviarosemacdonald/Follow Paul: Website - https://www.thefpandaguy.com LinkedIn - https://www.linkedin.com/in/thefpandaguyWorld-class Digital FP&A Course Bundle: Signup for over ten hours of video content with 4 different courses and 8 modules on FP&A topics including: Business Partnering, Data Analysis, Financial Modeling Design Principles, and Modern Excel. Use code Podcast to save 25%. What are you waiting for signup now: https://bit.ly/4decOf3Enroll for Financial Planning & Analysis Certificate Program:Sign up for the 8 week online...

In episode #244, I address a student question from my SaaS Metrics Crash course. When we attend tradeshows, how do we measure the ROI? - MQL, SQL, Pipeline Creation - Treat your leads like cohorts Have you downloaded my 5 Pillar SaaS Metrics Framework?

In this episode, Elizabeth tackles one of the biggest challenges marketers face—proving marketing ROI. Learn how to tie your efforts to revenue, work more effectively with your sales team, and use HubSpot to track the metrics that matter. Whether you're setting your 2025 marketing budget or simply trying to increase it, these practical tips on average deal size, MQLs, and lead scoring will get you there. Plus, Elizabeth shares her personal tricks to streamline reporting and collaboration between marketing and sales. Let's set you up for success!

ACTIONABLE TAKEAWAYS: 80/20 Rule for Experimentation: Keep 80% of your team's work process-driven and reserve 20% for new, experimental ideas to avoid chaos. Track MQL to Reply Rates: Use the MQL to reply rate metric to gauge how well your messaging engages prospects. Key Metrics for Pipeline Meetings: Focus on leads by source, conversion rates, meeting-to-op conversions, and total pipeline in every pipeline meeting. Methodical Problem Solving: When top-of-funnel issues arise, fix one area at a time—start with accounts, then people, triggers, and finally messaging. SONNY'S PATH TO PRESIDENTS CLUB: Director of Global Sales Development @ Panopto Senior Manager, Global Sales Developnent @ Sift Sales Development Manager @ Sift Manager, Account Development Team @ Mesosphere RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal

Welcome to another episode of the Predictable B2B Success podcast! We are privileged to learn from authority marketing expert Frank Husmann, founder of Maxiality. Frank is a marketing guru with over two decades of experience in B2B marketing and a track record of pioneering strategies that propel SaaS companies to new heights. But what is authority marketing, and how can it shift your business from drowning in traditional metrics to thriving with human-centric content strategies? Frank shares his unique journey from exiting a successful SaaS venture to becoming the go-to marketing guru for founders and investors desperate for more effective growth solutions. We'll uncover how leveraging the expertise of your company's key figures can position you as an industry authority, driving demand and opportunities through both inbound and outbound tactics. Get ready to explore practical and intriguing concepts such as building compelling video content, integrating AI for content efficiency, offline marketing strategies like handwritten direct mail, and continuously engaging with your customers. Whether you aim to refine your marketing approach or seek to understand the benefits of authority marketing, this episode promises invaluable insights that you can apply to your business immediately. Join us as we redefine the path to success with Frank Husmann, only on Predictable B2B Success. Some areas we explore in this episode include: Authority Marketing in B2B Tech: Using company expertise to establish authority and drive predictable revenue growth.The Concept and Process: Authority marketing through founder interviews, content creation, and blending inbound and outbound strategies.Strategic Approach to Authority Marketing: Defining a unique perspective and focusing on clients' problems and company results.Integrating Marketing, Tech, and Sales: Frank Husmann's approach to combining these aspects with an entrepreneurial mindset.Content Creation and Coaching: Coaching clients for effective communication and storytelling with tailored interview questions.Emerging Trends in B2B Marketing: Companies becoming media entities, increased video content, and AI integration for efficiency.Measuring Marketing Success: Transition to qualitative metrics, ROI tracking with tools like HubSpot, and targeted PPC strategies.Creative and Offline Marketing Strategies: Utilizing offline methods like handwritten mail and roundtable sessions for unique engagement.Content Library and Amplifying Success: Building and analyzing a content library, focusing on audience engagement, and moving away from MQL-centric approaches.Shifting C-Level Mindsets: Encouraging C-level executives to prioritize authority and brand value through demand generation strategies.And much, much more...

Does your marketing strategy rely on short-term fixes and MQL targets? This episode will show you why it's time to return to a deeper, more sustainable approach. Drew Neisser sits down with Jon Miller to tackle the tough questions, like whether the traditional marketing playbook is broken—and how CMOs can fix it. Jon shares actionable insights on: Revisiting the Fundamentals: Why product-market fit, positioning, and reputation are more important than ever for marketing success.  Doing Right by the Customer: How focusing on short-term results can undermine the customer experience and damage long-term growth.  Embracing AI for the Long Haul: Why CMOs need to prepare for AI's lasting impact (beyond content creation) to stay competitive. If you're ready to move beyond outdated tactics and rethink your approach to marketing, this episode offers practical strategies for success. Tune in!  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

In the final part of our Resonance in Marketing Masterclass series, we explore the key strategies that help brands create unshakable brand loyalty. This episode breaks down how personalization, emotional connections, and strong communities are the cornerstones of marketing success in today's world. We'll explore:• How personalization creates deeper, more meaningful relationships with your customers.• The role of emotional engagement in building long-lasting loyalty and advocacy.• Why fostering and nurturing communities around your brand is the ultimate way to cultivate trust and drive growth.Through real-world examples, actionable insights, and practical takeaways, this episode is a must-listen for brands looking to build loyalty that stands the test of time. Whether you're a seasoned marketer or just starting out, you'll discover powerful strategies to connect with your audience on a deeper level and turn customers into lifelong advocates. Previous Episodes In This Masterclass Series:•  Listen To Resonance In Marketing Masterclass Part 1•  Listen To Resonance In Marketing Masterclass Part 2 Beyond The Episode Gems:• Grow Your Business Faster Using HubSpot's CRM Platform• Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up That Is Referenced In This Episode: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Need Growth Strategy, A Keynote Speaker, Or Want To Sponsor The Podcast? Go To FindTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel

In today's hyper-competitive landscape, it's not about how loud you are—it's about how deeply you resonate.In this episode, we explore building meaningful connections through relationship-driven marketing, focusing on:• Emotional connection > Grabbing attention.• Why trust, loyalty, and community advocacy matter more than one-time conversions.• The role of storytelling in creating authentic, long-lasting connections with your audience.• Empathy-driven marketing: understanding your customers' needs and emotions to foster brand loyalty.• Tapping into the power of personalized experiences to resonate on a deeper level.• How niche marketing and community-building create stronger advocacy than broad messaging.• How to evoke emotion and create lasting memories to resonate deeply.• Relationship-driven marketing tactics you can apply across social media, content, email, and more to engage meaningfully. Beyond The Episode Gems:• Grow Your Business Faster Using HubSpot's CRM Platform• Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up That Is Referenced In This Episode: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Need Growth Strategy, A Keynote Speaker, Or Want To Sponsor The Podcast? Go To FindTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel

In a world of endless noise, the brands that stand out are the ones that resonate, not the ones that shout.In this episode, we break down how resonance plays in marketing along with:•  Resonance vs Volume in marketing.•  Emotional connection > Simply Exposure.•  The Psychology of Resonance: tapping into customer emotions, needs, and values.•  Appealing to Emotions and Creating Memories (Limbic System) > Appealing to Logic (Neocortex)•  LTV > One-Time Conversions.•  How to create trust currency, brand loyalty, and community advocacy.•  The importance of relationship-driven marketing and communication tactics.•  How to apply this to social media, content, email, copy, and other media on various platforms. Beyond The Episode Gems:• Grow Your Business Faster Using HubSpot's CRM Platform• Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up That Is Referenced In This Episode: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Get Strategy Solutions & Services: GrowWithTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel

Transform 'garbage' leads into gold while meeting your revenue goals with precision. In this episode, you'll learn how to seamlessly align your sales and marketing teams through a flawless Ideal Customer Profile and smart opportunity grading. Plus, we share tips on crafting personalized follow-up emails that will delight your prospects. And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.==Let's Break It Down==05:39 Rev ops concept debated, crucial for organizations.09:33 Early feedback helps adjust and holds accountable.10:24 Incomplete data led to ineffective sales strategy.15:04 Reddit uses business intelligence for data efficiency.17:11 Data science team's struggle with data wrangling.20:29 Deals stuck, campaign targeted security teams, shortened cycle.26:19 Mitigating fear in marketing and sales process.29:15 Effective marketing means using targeted messaging consistently.31:10 Behavioral side vs. people-first side in decisions.35:50 Boardrooms stuck in old MQL world methods.37:11 Marketers shift focus to qualified accounts and multithreading.43:28 Most people miss opportunity in prompt engineering.46:09 Evaluate seller meeting, identify bias, avoid finger-pointing culture.==Where You Can Find Us==Website: https://strategycast.com/Instagram: https://www.instagram.com/strategy_cast/Facebook: https://www.facebook.com/strategycast==Leave a Review==Hey there, StrategyCast fans!If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

Why have marketing qualified leads (MQLs) become so controversial lately? Doug and Jess unpack some of the common misconceptions around MQLs and provide clarity on why properly defining and using MQLs can still provide value.For updates on new episodes follow us on:LinkedIn: Lift Enablement, Doug Davidoff, Jess CardenasYou can access the show notes and watch the video version of the show on our page. Thanks for listening and remember to just say no to shitty RevOps!

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 ABMWhy sales and marketing alignment is crucial for maximizing ABM resultsHow to convince senior leadership to show support for ABM initiativesJump 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

This week our host Brandi Starr is joined by Jason Kramer, Founder of Cultivise, a consulting firm specializing in B2B lead nurturing strategies and technology. Meet Jason Kramer, a seasoned expert who has identified and bridged revenue gaps in marketing and sales funnels for businesses of all sizes. Through his innovative work at Cultivise, Jason empowers companies to connect prospect and customer data with marketing campaigns and sales activities, driving better quality leads and substantial revenue growth. In this episode of Revenue Rehab, Brandi and Jason dive into the challenge of cleaning dirty data, aligning technology with business goals, and the importance of holistic reflection on marketing efforts. Discover actionable strategies to nurture leads effectively, harness the power of CRM, and boost your team's productivity by leveraging the right technology. Whether you're struggling with data chaos or looking for ways to enhance your sales and marketing connectivity, this episode promises invaluable insights.  Bullet Points of Key Topics + Chapter Markers: Topic #1: The Challenge of Dirty Data in Business Processes [08:22] “Cleaning data is like convincing your child to clean their room,” Jason Kramer explains. “It's not glamorous, but it's essential. You can't just fix one corner and expect everything to be perfect. It's a continual commitment to maintaining a clean state, and this process needs to be holistic.” Topic #2: Evaluating Marketing Channel Effectiveness [17:45] “A key part of successful marketing is tracking and attributing where your best leads come from,” Brandi Starr comments. “If you're able to predict which channels generate the most revenue, you can tailor your future investments efficiently.” Jason Kramer builds on this, “We used QR codes to track lead origins and found that Facebook leads were less effective because we couldn't connect with them reliably. This insight told us we needed to tweak our approach.” Topic #3: The Gap in Lead Nurturing [23:14] “Companies often treat marketing and sales as separate silos,” Jason Kramer notes. “Marketing qualified leads (MQL) and sales qualified leads (SQL) are concepts that emphasize the importance of handoffs between teams, yet many companies fail to nurture leads who aren't ready to buy yet. A systematic nurturing process, like email sequences and education, can increase conversion rates by 63%.”  So, What's the One Thing You Can Do Today? Jason's 'One Thing' is to start with a technology inventory. "Begin by taking a comprehensive inventory of the technology and software that you currently use within your sales and marketing teams. Identify what's being utilized effectively and what's not, and then consider the integration points between these tools. This will help you free up budget, ensure alignment with your business goals, and streamline your data flow. Remember, the right technology should support your strategy, not define it. By taking this first step, you'll lay the groundwork for better lead nurturing and ultimately, drive revenue growth." Take this actionable step to create a clear and organized snapshot of your current technology landscape, which will help in making informed decisions moving forward. Buzzword Banishment: Jason Kramer's Buzzword to Banish is "synergy." He wants to banish it because, as he explains, “It's become this catch-all word that, frankly, presents more confusion than clarity. Companies throw it around without really understanding or explaining what it truly means in their specific context. Instead of driving alignment, the term often ends up muddling communication.” Links: Get in touch on: LinkedIn Facebook YouTube Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website 

How much of the realities of your business do you want your audience to see? The truth is, there are benefits to baring it all.Especially when you're a startup, showing your trials and tribulations endears your brand to viewers. It feels raw and real and trusting. It's a way to build an audience of dedicated fans. And in this episode, we're learning about this kind of radical transparency from Jeremy Clarkson.Known in the car world for his shenanigans and quick wit on the show The Grand Tour, Jeremy Clarkson is now learning how to farm on his new show, Clarkson's Farm. He's doing what we call “building in public,” and showing viewers what it's really like to grow a farm from the ground up. That's one of the things we're talking about this week on Remarkable with the help of our special guest, Co-Founder & SVP of GTM Strategy at Passetto, Sidney Waterfall.Together, we talk about the benefits of building in public, using comedic tropes to add humor to your marketing, and transitioning your audience to a new POV. About our guest, Sidney WaterfallSidney Waterfall is the Co-Founder and SVP of GTM Strategy at Passetto. She's a sales and product-led B2B SaaS Marketer that transitions marketing teams from MQL's to revenue. Prior to her current role, Sidney served as SVP of Growth at Refine Labs. She has also previously held marketing roles at Ally.io, Trupanion, Simply Measured, Microsoft and Verizon.What B2B Companies Can Learn From Clarkson's Farm:Build in public. Show the real, raw moments with your audience as a way to be transparent and build trust. Sidney says, “Share your experience to connect with your audience and become relatable. [Jeremy Clarkson] was known in the car world. He has a huge audience. He's trying something else. So he's like, ‘I'm just going to show the real raw moments.' And they do on the show. They show exciting moments, they show frustrating moments. I think that is becoming more popular in the B2B space. People are sharing their journey of building a company or building a product or using a product, and they're being a little bit more transparent with the ups and downs of that, even when they're marketing to a certain ICP.” She adds, “I think that helps content really resonate with people and that helps people build audiences and brands build audiences through that type of strategy.”Add humor by using comedic tropes. Sidney says, “Good writing or copy stands out with a bit of humor. And wit is very effective.” Ian adds, “There's a comedic lesson there any time you have a fish out of water. You take someone who knows nothing and put them with a bunch of people who know lots of stuff.” It's like how Jeremy Clarkson doesn't know anything about farming and he's surrounded by farmers trying to help him work his land. Viewers are also learning while watching the show, so it's a great way to edutain as well.You can transition your current audience and acquire new audience members from a new POV or a new niche. Jeremy Clarkson will draw viewers from his previous show, The Grand Tour, to his new one, Clarkson's Farm, because he's built a name for himself. And he'll also gain new viewers who are interested in the concept of his new show. So some will have been interested in cars, some in farming or homesteading, others in Jeremy Clarkson as a personality. Sidney says, “This is applicable to my current situation of going from one brand that was very well known with a huge founder brand, and now standing up another company underneath that same founder.” She says, “We have an incredible audience to use and leverage. So really positioning our founder's brand as multiple businesses. And he's talking to a different level of audience than he previously was. So from his content strategy, we're changing up who the content is targeted for. And then on the side of that, it's like, ‘Okay, how do we build the brand of Passetto outside of the founder at the same time as we start to scale so that people in the market know the difference between Refine Labs and Passetto?'”Quotes *”One of the things that I thought you did so well at Refine Labs was naming the problem with something specific. To say, ‘Dark social is the thing that is happening. And here is how you go attack it.'That is the part of thought leadership that just frames the audience so quickly into solve and learn mode, and is super important. You have to find the thing that's going to resonate, and be easy to say and easy to understand.” - Ian Faison*”[Jeremy Clarkson] is definitely the main character, what kind of makes the show. And I relate that to marketing as, like, that's the founder brand, or like, that's like the face of the company or the spokesperson. And he's been able to take his massive audience and transition some of that over, but also acquire a new audience into his brand. But he's still being very true to himself, his personality and his character. It's like rinse and repeat what he was doing over in the automotive space in this new space.” - Sidney WaterfallTime Stamps[0:55] Meet Sidney Waterfall, Co-Founder & SVP of GTM Strategy at Passetto[2:28] About the Creation of Clarkson's Farm[4:01] Jeremy Clarkson's Farming Journey[7:50] Showing the Realities of Farming[20:39] Marketing Lessons from Clarkson's Farm[24:12] Using Comedic Tension in B2B Marketing[25:46 How to Transition Audiences with a New POV[27:50] Building a Brand Outside the Founder[28:47] Sidney's Content Strategy and Execution[36:00] The Importance of Thought Leadership[40:40] Sidney's Favorite Content Projects and How She Proves ROI[46:51] Sidney's Advice for Other Marketing ProfessionalsLinksConnect with Sidney on LinkedInLearn more about PassettoAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

“What's more critical to me than reporting structures is strategic alignment. What is strategically and critically important to the business? “ William Chia, VP of Marketing at Styra In this episode of Executive Conversations, Maeva Cifuentes interviews William Chia, the VP of Marketing at Styra. They discuss the challenges of getting buy-in from various stakeholders in the go-to-market space. William shares his experience of building the skill of negotiation and persuasion throughout his career as a marketer. They also discuss the importance of strategic alignment and how reporting structure is not the sole determinant of success. William shares a story of disagreeing and committing to a decision that went against his beliefs, which turned out to be a successful move. He also shares a story of influencing a change in the go-to-market motion by transitioning from a traditional MQL-based model to an account-based motion. In this episode, we talk about: Strategic alignment Product marketing Account-based marketing Takeaways Leadership by influence: How to influence without authority, especially in product marketing. Strategic alignment: The crucial role of strategic alignment over traditonal reporting structures in achieving company goals. Transparency benefits: How transparency, even with competitors, can enhance credibility and SEO. Disagree and commit: The value of committing to a strategy even when you initially disagree. Transitioning marketing models: Shifting from traditional MQLs to account-based marketing for better quality leads. Time chapters [00:01] Introduction [02:36] Learning leadership skills in marketing [04:15] The role of product marketing and leadership by influence [06:45] Reporting structure and its impact on marketing strategies [10:30] Strategic alignment vs. reporting structure [13:26] Navigating misalignment in organizations [18:00] Embracing transparency in competitive strategy [22:11] The power of Bezo's disagree and commit [25:57] Achieving buy-in for strategic changes [28:31] Conclusion and final thoughts About William Chia Product-minded storyteller who's been crafting both code and copy since the late 90's. Obsessed with customers, I leverage both qualitative and quantitative research to make data-driven decisions. With the heart of a teacher, I make others around me better. Proven track record of driving go-to-market strategy, sales enablement, content, messaging, and positioning for new technologies in new markets. Connect with William here. Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

Episode SummaryIn this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach. He also provides recommendations for using AI in marketing to empower sales teams, as well as books, podcasts, and industry experts that listeners should check out. About the guest Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Product, and Tech teams to ensure success. Committed to delivering actionable strategies, Peter empowers businesses to drive substantial growth through strategic innovation. Connect with Peter Bregman Key takeaways- The traditional "marketing qualified lead" (MQL) metric is flawed and doesn't accurately reflect the relationship between marketing and sales. Marketers should focus on "marketing qualified accounts" (MQAs) instead. - Aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach is crucial for successful B2B growth. - AI can be a valuable tool in marketing, but it should be used to empower sales teams, not replace them. The key is finding specific use cases and having enough data to train the AI models effectively. Quotes"Quality Matters way more than quantity, prospects have to be at the right place in their buying cycle, the ideal customer profile has to match, and generating a whole bunch of leads is really just resulting in bad conversion metrics, distrust between marketing and sales." -Peter Bregman Recommended Resource Books:- "Invisible Rulers" by Renee de Resta - A fascinating look at how influence and ideas spread on the internet and the creation of "bespoke realities" on social media. Podcasts:- "Planet Money" - An entertaining economics podcast - "Hard Fork" - A podcast covering the state of technology - "In Depth" from First Round Capital - Interviews with founders of companies they've invested in ⁠Connect with Peter Bregman⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

  If you're feeling frustrated with your SDR BDR team's results and struggling to increase pipeline creation, then you are not alone! Have you heard the myths about building successful SDR BDR teams? Myth 1: SDR BDR teams can only focus on outbound or inbound, not both. Myth 2: Texting prospects is not effective for SDR BDR outreach. Myth 3: SDR BDR roles are just a stepping stone and don't require long-term commitment. Want to know the truth? Stay tuned for the secrets to building a high-performing SDR BDR team. In this episode of The Modern Selling Podcast, Joey Vendel, the AVP of Sales Development at Seismic, joins host Mario Martinez Jr. to share his insights on building successful SDR/BDR teams. With over seven years of experience in sales development, Joey brings a wealth of knowledge and practical strategies to the table. The conversation delves into the pillars of a successful sales development team, including the architecture, activity optimization, omnichannel presence, and coaching. Joey's emphasis on nurturing SDRs for career growth and his innovative approach to pipeline development at Seismic offers valuable takeaways for sales development leaders and professionals. From discussing the challenges of engaging multiple buying groups to insights about the velocity program and the importance of personalized outreach, this episode provides actionable strategies to enhance pipeline creation and drive career development for SDRs. If you're looking to boost your team's performance and navigate the evolving landscape of sales development, this episode is a must-listen for practical guidance and inspiration. I think the key, Mario, is bringing value, right? That every touch point needs some form of value. And I think that's why we've seen the rise of how many touch points it takes to get ahold of a prospect is because more and more of it has become this, this, more mass message versus a personalized, relevant message for that specific person. - Joey Vendel Joey Vendel, the AVP of Sales Development at Seismic, brings over seven years of SDR experience, from honing his skills as an individual contributor to managing a team of successful SDRs. He has a knack for generating high-quality pipelines and has helped numerous SDRs advance into roles as account executives, sales engineers, and beyond. His passion for sports not only fuels his free time but also provides valuable parallels and practices that he seamlessly translates to the sales field. With a deep understanding of building scalable SDR teams and a commitment to coaching, Joey's insights promise an engaging and insightful conversation on the strategies and pillars essential for successful sales development teams. Skills you will learn in this Episode: Mastering the art of building high-performing SDR BDR teams. Accelerating your career through strategic sales development role progression. Crafting sales email frameworks that captivate and convert. Embracing the power of an omnichannel sales approach for amplified results. Elevating sales outreach with the impact of personalized strategies.   The key moments in this episode are: 00:00:08 - Introduction to Vengreso and FlyMSG 00:01:14 - Importance of Sales Development 00:06:55 - Personalization in Sales Outreach 00:11:33 - The Role of Coaching in Sales Development 00:14:41 - Creating Quality Pipeline 00:16:00 - Multi-Threaded Selling 00:17:33 - Career Development Path 00:20:39 - Bridging the Skills Gap 00:23:09 - SDR Role Duration 00:29:41 - SDRs' Daily Activities and Time Management 00:31:41 - Leveraging LinkedIn Engagement 00:34:15 - Challenges and Solutions in Sales Development 00:36:09 - Leveraging Text Messaging in Sales Outreach 00:41:57 - Adding Value in Sales Touchpoints 00:43:17 - Leveraging LinkedIn for Prospecting 00:46:15 - Successful Reps' Cadence vs. Bottom Performing Reps' Cadence 00:51:47 - Consolidating Inbound and Outbound Sales 00:55:35 - Joey's Favorite Movie 00:57:13 - Conclusion and Farewell 00:00:00 - Introducing Joey Vendel 00:15:45 - Importance of Personalized Selling 00:30:22 - Leveraging Technology in Sales 00:45:18 - Adapting to Changing Sales Landscape Timestamped summary of this episode: 00:00:08 - Introduction to Vengreso and FlyMSG Mario Martinez Jr. introduces Vengreso and FlyMSG, an application to help sales leaders grow their sales numbers at scale. 00:01:14 - Importance of Sales Development Mario Martinez Jr. and Joey Vendel discuss the challenges and importance of sales development, focusing on outbound and inbound strategies in the current sales landscape. 00:06:55 - Personalization in Sales Outreach Joey Vendel emphasizes the importance of personalized outreach in sales, sharing his passion for Minnesota sports as a way to build rapport and connect with prospects. 00:11:33 - The Role of Coaching in Sales Development Joey Vendel explains the key elements of effective coaching for SDRs, including reviewing sales activity, account strategy, pipeline development, and career aspirations to drive success in the role and beyond. 00:14:41 - Creating Quality Pipeline Joey discusses the importance of creating a quality pipeline for outside sales to close deals effectively, especially when targeting enterprise customers with multiple stakeholders and buying groups. 00:16:00 - Multi-Threaded Selling Mario and Joey delve into the concept of multi-threaded selling, which involves bringing in different personas and stakeholders to build a business case for account executives when selling to large organizations. 00:17:33 - Career Development Path The conversation shifts to the career development path for BDRs and SDRs, highlighting the challenges of transitioning to management or AE roles. Joey shares how their velocity program helps SDRs develop closing skills and progress towards AE roles. 00:20:39 - Bridging the Skills Gap Mario and Joey discuss the importance of bridging the skills gap between SDR and AE roles, emphasizing the need for coaching and development to prepare SDRs for handling deals and conversations effectively. 00:23:09 - SDR Role Duration Joey provides insights into the average duration of SDR roles at Seismic, emphasizing the importance of learning and progression within the role before aspiring to transition into AE roles. 00:29:41 - SDRs' Daily Activities and Time Management Joey discusses the average daily activities of their SDRs, including emails, dials, and LinkedIn steps. He emphasizes the importance of time management and framing these activities as "effort metrics" within their control. 00:31:41 - Leveraging LinkedIn Engagement Mario and Joey discuss the importance of engaging on LinkedIn posts to stand out. They emphasize the need for personalized and thoughtful comments to make an impact, leading to a potential product enhancement idea for Joey's company. 00:34:15 - Challenges and Solutions in Sales Development Joey highlights the challenge of tracking engagement on LinkedIn and mentions a tool called Surfy for synchronizing LinkedIn messages. They discuss the importance of an omni-channel approach in reaching prospects. 00:36:09 - Leveraging Text Messaging in Sales Outreach Joey and Mario discuss the use of text messaging in sales outreach, emphasizing the need for an established relationship before using text as a channel. They also touch on the strategy of connecting all three channels - phone, text, and LinkedIn. 00:41:57 - Adding Value in Sales Touchpoints The importance of bringing value in every touchpoint is highlighted. Joey emphasizes the need for personalized, relevant messages for specific prospects, and Mario shares insights on the PVC sales methodology - personalization, bringing value, and a call to action. 00:43:17 - Leveraging LinkedIn for Prospecting Joey explains the importance of using the follow button on LinkedIn as part of the outbound cadence. He emphasizes the value of the follow button in engaging passive buyers and triggering a response from them. 00:46:15 - Successful Reps' Cadence vs. Bottom Performing Reps' Cadence Joey discusses the key elements of a successful sales cadence, including personalization, problem statement, value proposition, and interest-based call to action. He highlights the importance of concise and value-driven messaging in both emails and cold calls. 00:51:47 - Consolidating Inbound and Outbound Sales Joey talks about the decision to consolidate inbound and outbound sales under the same team at Seismic. He explains how this hybrid model has improved MQL to demo conversion rates and strengthened the partnership between the sales and marketing teams. 00:55:35 - Joey's Favorite Movie Joey shares his all-time favorite movie, "Crazy, Stupid, Love," and mentions his tradition of asking SDRs about their favorite movie when they start at Seismic. He invites listeners to use the movie title in their subject line when reaching out to him. 00:57:13 - Conclusion and Farewell Mario Martinez Jr. concludes the episode by thanking the listeners and encourages them to keep selling effectively until the next episode. 00:00:00 - Introducing Joey Vendel Mario Martinez Jr. introduces the guest, Joey Vendel, and sets the stage for the upcoming discussion on sales strategies. 00:15:45 - Importance of Personalized Selling Joey Vendel emphasizes the significance of personalized selling and the impact it has on building strong customer relationships and driving sales success. 00:30:22 - Leveraging Technology in Sales The conversation shifts to the role of technology in sales, with Joey Vendel sharing insights on how to effectively leverage technology to streamline sales processes and improve efficiency. 00:45:18 - Adapting to Changing Sales Landscape Mario Martinez Jr. and Joey Vendel discuss the need for sales professionals to adapt to the evolving sales landscape and embrace new strategies and tools to stay competitive in the market. Crafting Irresistible Sales Email Frameworks for Maximum Impact Crafting sales email frameworks that are personalized, concise, and value-driven is key to maximizing impact in prospecting activities. Leveraging technology and the latest sales tools to enhance the effectiveness of sales cadences and outreach strategies is vital in the modern sales landscape. Storytelling can be a powerful tool in sales, allowing sales professionals to create compelling narratives that resonate with prospects and drive engagement. Mastering the Art of Building High-Performing SDR BDR Teams Crafting a successful sales development team involves understanding the key pillars of team architecture, activity optimization, omnichannel presence, and coaching to drive success. Aligning different roles within the team with the organization's sales process and customer base is essential for building a scalable and efficient team. Balancing volume and personalization in sales outreach is crucial for engaging prospects effectively. Accelerating Your Sales Development Career Progression SDRs can accelerate their career progression by gaining exposure to running inbound deals in addition to outbound responsibilities. Programs like Seismic's velocity program allow top-performing SDRs to showcase their skills in closing deals and prepare for advancement to AE roles. It's crucial to focus on skill development, refinement of discovery and demonstration skills, and preparing SDRs for future career growth opportunities within the organization. The resources mentioned in this episode are: Download FlyMSG for free to save 20 hours or more in a month and increase your productivity. Connect with Joey Vendel on LinkedIn and mention that you heard him on the modern selling podcast. Personalize your outreach to Joey Vendel to get a response, showing that you did research about him and his role. Use the subject line Crazy Stupid Love when reaching out to Joey Vendel to get his attention. Give the modern selling podcast a five-star rating and review on iTunes.

Ready or not, AI is making a huge impact in wholesale distribution and manufacturing (and in our opinion, it's definitely better to be ready than not).In this week's episode, Kevin and Tom look at that basic challenges facing businesses that want to—or at least know they should—adopt AI. We start by discussing the most common issues businesses face when integrating AI into marketing strategies. How does AI help with relevance, confidence, and trust in customer acquisition and retention?And have you heard about Amazon using generative AI to scan packages for defects? How does this highlight the potential for AI to enhance quality control processes in distribution and manufacturing? Can this kind of technology optimize human roles or replace them?Furthermore, we explore the evolving landscape of B2B marketing, focusing on the shift away from traditional MQL approaches towards more customer-centric strategies. Nothing can replace the need for seamless e-commerce experiences to build customer confidence and trust...but can AI assist with that, too? Finally, we delve into the distinction between open and closed AI systems, discussing the implications for executives and decision-makers in choosing the right AI solutions for their organizations. This episode provides valuable insights into the intersection of technology, marketing, and AI in the modern business landscape.Join the conversation each week on LinkedIn Live.Want even more insight to the stories we discuss each week? Subscribe to the Around The Horn Newsletter.You can also hear the podcast and other excellent content on our YouTube Channel.Follow us on Facebook, Twitter, Instagram, or TikTok.

This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences. In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determining where to play and how to win at Lightspeed Commerce.Key Takeaways:You need to understand your segments in order to ensure that you are talking appropriately about the value proposition for each segment. Go through the exercise of determining where to play in the market and how you can win there. Gain clarity regarding the choices that you are making and where you should say no. Position yourselves as a partner, instead of the provider of a product or service, when you are building your brand. Quote:“The short-term focus on the short-term ROI is a big problem. And then the second thing is like the unattributable spend and how to make the right business case for it. I'll say as a tee up to our budget masterclass, when we do it,  there are three segments of metrics that I've realized, uh, CFOs care about: there's volume, which is usually your MQL, SQL, closed one, you know, whatever that is, right? Then there is the velocity bucket, which is time to close, or time to first transaction, time to XYZ, whatever that is, time to first touch. And then the third one is efficiency. So it could be ROAS, it could be sales and marketing as a spend, as a percentage of spend. If you can convincingly present these three buckets  or the right kind of information in these three buckets, you get a lot of mileage out of your conversations.”Episode Timestamps: *(02:49) The Trust Tree: Leading the shift towards prioritizing higher value ICPs *(23:45) The Playbook: Managing brand building as CMO at different companies *(36:08) The Dust Up: The translation problem *(38:50) Quit Hits: Kady's Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Kady on LinkedInLearn more about Lightspeed Commerce Learn more about Caspian Studios

This week our host Brandi Starr is joined by Anastasia Pavlova, Founder & CMO at Bold GTM. Anastasia is not your average CMO.  She is a go-to-market strategist with a robust foundation in business, backed by an MBA from the prestigious Haas School of Business, and enriched by nearly 20 years of full-funnel marketing experience across B2B SaaS, cybersecurity, ecommerce, and B2C Tech. Her career spans a wide range of company stages, from agile VC/PE-backed start-ups to established enterprises. Her journey has been anything but linear. Starting her career in Europe, Anastasia has not only helped companies there but also scaled US go-to-market teams across the European and APAC markets. This global experience, combined with her background in linguistics, gives her a unique edge in leveraging AI language models to communicate effectively and understand customers deeply. On the couch in this week's episode of Revenue Rehab, Brandi and Anastasia will tackle optimizing B2B customer marketing to enhance retention and maximize cross-selling success.   Bullet Points of Key Topics + Chapter Markers: Topic #1 Retention vs Growth Stages Strategies [05:52]  “I think that it really depends on the size of the company and the stage that they're in,” says Anastasia, “as companies move from sort of first building the product and building the initial customer base, they start expanding to become a platform, and then they start launching new products. So, there's more opportunities to cross sell additional products into their existing customer base. And companies just have more levers, perhaps they grow through acquisitions. So, they acquire new customers, or they acquire new tools. So, there are additional opportunities for them to cross sell into the existing base.” Topic #2 The Changing Landscape of the Buying Environment [12:06] “The old lead gen marketing playbook just doesn't work anymore,” Anastasia explains, “the reality is that when companies operate in silos and…marketing is responsible for driving in MQL, sending them over to SDRs, and then trying to set up meetings and bombarding all the prospects with mass email…and putting gates in front of prospects, and then doing SDR cold calls…it translates into lots of inefficiencies for companies and frustrated buyers and longer sales cycles.”  She continues, “companies that are working in this outbound sales go-to-market motion, they really need to think about a more integrated and targeted way to go-to-market.” Topic #3 An Integrated Go-to-Market 5 Step Framework [29:52] “The framework is very simple,” Anastasia says, “it's five steps that starts with setting the goals, or really getting everyone on the page with regard to the goals.” Step two is selecting the accounts that you're going to focus on.  Step three, she explains, is developing content that would help you drive whether it is retention or cross sell, for example.  Step four is running campaigns, she says “that's what we just touched upon which tactic tactics are available to you, where do you find your customers, and testing different things and see what works.”   The final step is measuring and optimizing. So, What's the One Thing You Can Do Today? Anastasia's ‘One Thing' is: “if you are in customer marketing, make sure that you go and talk to your sales and customer success leaders and align with them on the goal. So, understand the goals in their priorities and start thinking about how you can partner with them together and drive the same outcomes and what things you need to do to change your current processes in order to help them achieve the same goals.” Buzzword Banishment: Anastasia's  Buzzword to Banish is ‘Doing more with less'. “It's not about doing more with less,” Anastasia says, “it is about doing the right things, right. And it's focusing on the outcomes that you're trying to drive and really focusing on what will make the biggest impact. So, it is not about quantity of things that we do, we really need to focus on quality.” Links: Get in touch with Anastasia Pavlova: LinkedIn Bold GTM Episode 72: Deciphering Customer Desires Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

Many sales forecasts are inaccurate. Let's make yours more predictable:1. Ground your projections in actual data instead of feelings. Many forecasts are based on opinion rather than actual data. If you've been in business for 3 or more months, you likely have access to data you can use. Let's say you had 20 demos and 2 closed-won deals in the past three months—with this information, you can start to build a picture of your conversion rates. Roughly 10% of your demos convert to closed-won deals. And you can use that number as a starting point to calculate pipeline stage probabilities and weighted pipeline metrics based on actual historical data.2. Maintain good deal stage hygiene.Data hygiene always suffers when changes are made to pipeline stage names, conversion rate assumptions, or entry/exit criteria. This typically happens when sales or marketing leadership changes. If a stage is added or removed, it can have many downstream effects on reporting and conversion rate assumptions. The best way to avoid this is by being thoughtful and deliberate when building your deal stages—and sticking to them. Here are some best practices for deal stage setup: Only keep the necessary stages. 3–7 stages should cover most B2B scenarios. Too many stages can make upkeep harder for your sales team.Don't allow for "parking lot" stages. Don't create stages that collect stalled deals. A typical example of this is “Discovery call no-show.” Instead of a unique deal stage, that should be converted to a property with a Yes/No value.Make stage entry/exit criteria discrete. Binary (yes/no) criteria should determine deal entry into each stage. For example, “Stage 1: Demo call scheduled” is clear, well-defined, and verifiable. A deal can only enter this stage if a prospect has a scheduled demo call calendar event with your sales rep. This is much more concrete than Stage 1: “Demoing,” which leaves room for ambiguity and subjective interpretation.Deals should only travel in one direction. Deals should never move backward in your funnel—you can't ‘un-present' a demo or proposal. Install rules to close out stalled deals (which inflate your pipeline), but never move deals backward.Percentage closure forecasts from stage to stage should be meaningful. For example, if a deal moves from Stage 1 to Stage 2, the change in the forecasted close rate should be significant—15% or more. If the forecast difference between two different stages is small (5%–10%), consider combining them into a single stage.Hold salespeople accountable for accurate data. What often seems like unimportant data entry has important implications for analyzing your marketing efforts, funnel dynamics, and ICP strategies.____Links shared in this episode:Stijn Hendrikse - A guide to sales strategy & performance management Stijn Hendrikse - How to coach B2B sales teamsMike Northfield - How to define an MQL for B2B SaaSTemplate - Define your marketing and sales lifecycle stagesT2D3 CMO MasterclassSubmit and vote on our podcast topics

With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023! *** Chris joined Ricky Sevta and Sean Diljore on the Sassy Talk podcast to share his insights on demand capture, demand creation, and revenue operations for early-stage B2B companies. He emphasizes the need for a data-driven approach to marketing and go-to-market strategies, highlighting the importance of using large-scale aggregated data to inform decision-making. Chris also discusses the disadvantages of the traditional MQL hamster wheel model and the need for a new operating model that is continuously updated based on data and insights. He explains how the traditional MQL SQL model is subjective and lacks data-driven decision-making, and suggests that companies should focus on performance-based objective data to determine the stages of the revenue process. Chris highlights the challenges faced by companies as they scale and the importance of finding efficient and effective ways to drive growth. He also emphasizes the need for early-stage founders to prioritize marketing and demand creation in order to accelerate growth and reach their target market. Additionally, Chris discusses the importance of pricing and how it should be listed on the website based on customer preferences and feedback. Key Takeaways: -The traditional MQL SQL model is subjective and lacks data-driven decision-making. -Companies should focus on performance-based objective data to determine the stages of the revenue process. -The current influenced revenue model often leads to analysis paralysis and hinders strategic decision-making. -Early-stage founders should prioritize marketing and demand creation to accelerate growth and reach their target market. -Pricing should be listed on the website based on customer preferences and feedback. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Marketing teams are working furiously to fulfill MQL quotas as the end of the year swiftly approaches. But are MQLs the best metric to determine your marketing team's performance? What other metrics might provide a better indicator of the health of your business and the success of your campaigns?In this episode of The Revenue Growth Architects, we're breaking the MQL myth that more MQLs = hitting your revenue goals. We've packed this episode with discussions from how demand capture is not brand-building to why some sources like content syndication have such low conversion rates and what you're better off doing instead. And we're going deep on why focusing too much on MQLs over other metrics will lead you astray.Tune in to this episode and find out how to use other funnel metrics that tie directly to opportunities!Do you have a marketing ops question you'd like answered? Reach out to us at rga@cs2marketing.com.

Chris joined Ricky Sevta and Sean Diljore on the Sassy Talk podcast to share his insights on demand capture, demand creation, and revenue operations for early-stage B2B companies. He emphasizes the need for a data-driven approach to marketing and go-to-market strategies, highlighting the importance of using large-scale aggregated data to inform decision-making.  Chris also discusses the disadvantages of the traditional MQL hamster wheel model and the need for a new operating model that is continuously updated based on data and insights. He explains how the traditional MQL SQL model is subjective and lacks data-driven decision-making, and suggests that companies should focus on performance-based objective data to determine the stages of the revenue process. Chris highlights the challenges faced by companies as they scale and the importance of finding efficient and effective ways to drive growth. He also emphasizes the need for early-stage founders to prioritize marketing and demand creation in order to accelerate growth and reach their target market. Additionally, Chris discusses the importance of pricing and how it should be listed on the website based on customer preferences and feedback. Key Takeaways: -The traditional MQL SQL model is subjective and lacks data-driven decision-making. -Companies should focus on performance-based objective data to determine the stages of the revenue process. -The current influenced revenue model often leads to analysis paralysis and hinders strategic decision-making. -Early-stage founders should prioritize marketing and demand creation to accelerate growth and reach their target market. -Pricing should be listed on the website based on customer preferences and feedback. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris was asked to appear on the Founder Wisdom YouTube Stream hosted by Charles Cormier, to share his unique perspective on revenue operations and go-to-market strategies for B2B companies. He emphasizes the importance of viewing the sales and marketing process as a system, rather than a series of disjointed steps. By focusing on creating, capturing, and converting demand, companies can align their marketing, sales, and SDR teams to drive net new revenue. Chris also discusses the importance of mindset, personal growth, and taking care of your body in order to achieve success. Key Takeaways: Companies often get stuck in an MQL machine and struggle to transition to an account-based model. Organizational change management is the biggest challenge for larger companies looking to transform their go-to-market strategies. AI has potential in areas such as data analysis and process automation, but caution is needed when it comes to customer-facing interactions. Podcasting can be a highly effective marketing tool, driving both revenue and brand awareness. Sustainable marketing efforts have a compounding effect over time, leading to significant long-term benefits. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, and this week he opened by covering a couple important and timely industry observations.  First, he previews the current state of Revenue Operations, including the expectations and what he is seeing in practice. He presents this as an opportunity for people to think about assuming higher level responsibilities in order to vault their careers forward.   Then, he digs into some recent feedback on reasons that companies aren't shifting from Lead Gen to Demand Gen. He acknowledges that attribution is going to keep holding people up until they reframe their thinking around it, and also talks through the misuse of terminology between MQL and SQL to create a perceived void in sales team productivity.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris was invited on the Revenue Formula Podcast, hosted by Toni Hohlbein & Mikkel Plaehn to discuss planning. They cover the challenges and problems faced by companies when planning marketing strategies, and Chris emphasizes the need to view marketing and sales planning as one overall system, rather than separate entities. He explains the importance of analyzing historical data to determine the effectiveness of different pipeline sources and make informed decisions about future strategies. He also highlights the inefficiencies and hidden costs associated with traditional MQL models and the need to focus on capturing high-intent buyers. Chris suggests that companies should optimize their demand capture budget and allocate resources to demand generation activities that drive meaningful results. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm