B2B Pipeline Pioneers

Cole Courson of Unify shares:Why 30 to 40% of the pipeline should still come from AEsHow AI is amplifying, not replacing, every stage of pipeline generationThe cost of a misaligned ICP and how to fix it fastThe power of founder-led growth and how Unify invests in itWhy fewer reps + smarter AI = a better GTM strategyIf you’re building pipeline in an early-stage company and wondering where to put your next 100 pennies, this episode will help you invest wisely.Follow Cole Courson on LinkedInFollow Manoj Ramnani on LinkedIn

Mason Cosby, Founder & CEO of Scrappy ABM, who reveals how his small team built over $11.8 million in pipeline using nothing but organic strategies, podcasting, and scrappy ABM execution.Follow Mason Cosby on LinkedInFollow Manoj Ramnani on LinkedIn

Stephanie Neale, CEO of Blind Zebra, shares why defining your ICP early (and often) is more than a marketing exercise, it’s a business safeguard.From her hands-on approach to pipeline generation to her creative direct mail tactics (yes, actual rocks), Stephanie opens up about what’s working, what’s not, and how she’s using AI in practical, real-world ways. If you’re building pipeline with limited resources and want to hear from someone who’s been in the sales trenches, this episode is for you.Follow Stephanie Neale on LinkedInFollow Manoj Ramnani on LinkedIn

Kristi Faltorusso, Chief Customer Officer at ClientSuccess, shares how customer success can do more than retain accounts. It can build and accelerate pipeline. From success probability scoring to social-led growth, this conversation is packed with bold ideas for driving expansion and alignment across GTM teams.Follow Kristi Faltorusso on LinkedInFollow Manoj Ramnani on LinkedIn

Frannie Danzinger, VP of Sales, Strategic Accounts at Integrate, to explore how aligning brand and demand drives scalable enterprise growth.What you'll learn:• Why demand marketers must also think like brand builders• How to influence enterprise buyers long before they fill out a form• The evolution of go-to-market motions in complex sales cycles• Practical advice for sellers navigating multiple buyer personasFollow Frannie Danzinger on LinkedInFollow Manoj Ramnani on LinkedIn

Randi-Sue Deckard, SVP of Growth at BESLER, who shares her unique journey from scientist to go-to-market leader. Randi unpacks how her data-driven mindset shapes everything from defining the ideal customer profile (ICP) to deploying AI thoughtfully, and why refining pipeline strategy quarterly is non-negotiable. Learn how BESLER leverages community, referrals, and events to accelerate its pipeline, and discover where Randi invests her “100 pennies” to maximize growth in a resource-conscious world.If you’re building a pipeline in enterprise sales or healthcare tech or just trying to do more with less, this episode is packed with insight you won’t want to miss.Follow Randi-Sue Deckard on LinkedInFollow Manoj Ramnani on LinkedIn

Alex Grace, VP of Sales at Arta, returns with a masterclass in pipeline strategy. What happens when your ICP is over defined? Alex walks us through how he inherited a total addressable market of just 130 companies, and what it took to expand it to over 2,000 viable targets.From redefining ideal customer profiles, leveraging AI as a strategic assistant, to doubling down on high-ROI marketing and event investments, Alex shares real, unfiltered insights on how to scale a modern B2B pipeline, especially in industries still catching up with SaaS-level sophistication.Follow Alex Grace on LinkedInFollow Manoj Ramnani on LinkedIn

Jonathan Gandolf, Founder & CEO of Audience Plus (formerly The Juice), to talk about building pipeline the founder-led way that includes boots on the ground, field events, and dinners that convert.Fresh off a major acquisition, Jonathan shares how Audience Plus evolved its ICP from brand marketers to demand gen leaders, what it takes to align product, sales, and marketing around that shift, and why “breaking bread” may just be the best marketing strategy out there. From the field to the funnel, Jonathan reveals how startups can build momentum in a challenging SaaS market without leaning on expensive sponsorships or outdated tactics.Follow Jonathan Gandolf on LinkedInFollow Manoj Ramnani on LinkedIn

Kristie Jones, Founder and Principal of Kristie K. Jones and author of Selling Your Way In. Kristie shares fresh perspectives on why a tightly defined ICP (even as narrow as 250 accounts!) is the foundation of a successful go-to-market strategy, especially for early-stage SaaS startups.She dives into how AI is transforming top-of-funnel research and outreach, offering real-world examples of how tools like ChatGPT can turn hours of manual work into minutes of personalized outreach. Plus, Kristie plays the "100 Pennies" game, revealing where she'd invest across sales, marketing, product, and events in 2025 to generate the highest pipeline ROI.Follow Kristie Jones on LinkedInFollow Manoj Ramnani on LinkedIn

Sandy Yu, Founder and Growth Executive at Revenue Retention Advisors, explores a refreshingly unconventional path to pipeline growth. The one that starts after the sale. Sandy shares how she helps B2B SaaS companies generate "second-order revenue" by reducing churn, doubling down on upsell and cross-sell opportunities, and aligning product, marketing, and sales around the real pain points of their ideal customers.Tune in to hear how Sandy diagnoses pipeline problems like a doctor before prescribing fixes, why she prioritizes marketing over sales when resources are tight, and what her unique "100-penny framework" reveals about breaking away from the status quo.If you’ve ever felt like you're pouring leads into a leaky bucket, this one’s for you.Follow Sandy Yu on LinkedInFollow Manoj Ramnani on LinkedIn

Akshaya Ravi, Sr. Founding SDR & Evangelism at Storylane, to explore how she’s helping Storylane evolve from an inbound-only engine to a balanced, outbound-powered revenue machine.Akshaya shares her experiences of building outbound motion from scratch, defining the ideal customer profile (ICP) in fast-moving environments, and how her team is leveraging AI to stay lean and scalable by automating what should be automated and protecting the human moments that truly move deals forward.What you’ll learn in this episode:How to build an outbound engine in an inbound-heavy orgThe evolving definition of ICP (and why it’s not just your “target customer”)Real-world examples of using AI to accelerate but not replace sales effortsHer “100-penny” framework for distributing pipeline generation efforts across channelsWhy Storylane doubles down on product-led, founder-led, and social-led growthTactical tips on staying agile and system-aware in a fast-scaling teamWhether you're scaling your first SDR team or fine-tuning your go-to-market playbook, this conversation is full of first-hand insights, practical strategies, and a refreshing perspective on the power of experimentation in modern pipeline generation.Tune in now to learn how to build a pipeline that’s not just big but built to convert.Follow Akshaya Ravi on LinkedInFollow Manoj Ramnani on LinkedIn

Tim Hillison, Founder & Chief Marketing Officer at Entry Point 1. Tim shares his 25+ years of GTM experience to explain why defining a clear and consistent Ideal Customer Profile (ICP) across all teams is the cornerstone of effective pipeline generation.He dives deep into how organizations can align sales, marketing, product, and customer success around one shared ICP using data, technographics, and evolving signals. Tim also explores the role of AI in GTM, highlighting how synthetic datasets, automation, and personalized workflows can supercharge growth without sacrificing human context.Wrapping up with the "100 Penny" exercise, Tim lays out his go-to-market investment strategy and shares his take on the growing trend of founder-led growth. Whether you're a startup or scaling mid-market business, this episode is packed with actionable insights to help you build smarter, more aligned pipelines.Follow Tim Hillison on LinkedInFollow Manoj Ramnani on LinkedIn

Ronnell Richards, Founder & CEO of Sayless Academy and author of Shut Up And Sell. Ronnell shares his insights on the evolving sales landscape, the power of AI in pipeline generation, and why understanding your Ideal Customer Profile (ICP) is the foundation of successful sales.From leveraging AI intelligently to optimizing marketing channels for maximum impact, Ronnell breaks down how businesses can drive revenue with the right strategy. He also discusses the importance of relationship-building in a tech-driven world and reveals where he would invest his "100 pennies" to fuel pipeline growth in 2025.Tune in for expert strategies, practical advice, and a candid conversation on what truly moves the needle in sales!Follow Ronnell Richards on LinkedInFollow Manoj Ramnani on LinkedIn

Building a scalable, high-converting pipeline isn’t just about generating more leads, it’s about targeting the right ones. In this episode, Sriharsha Guduguntla and Atul Raghunathan, the founders of Hyperbound, reveal the key strategies behind their go-to-market success.They dive into the ever-evolving nature of defining an Ideal Customer Profile (ICP) and how factors like remote teams, global operations, and industry-specific needs can shape high-impact sales strategies. Sriharsha and Atul also share how they transitioned from SMBs to mid-market and enterprise accounts by identifying where their product was a 'must-have' rather than just a 'nice-to-have.'Beyond ICP refinement, they explore the role of AI in pipeline generation. They cover how automation revolutionizes account research, boosts SDR efficiency, and ensures every sales conversation delivers maximum value.And when it comes to resource allocation, where should sales teams place their bets? Sriharsha and Atul reveal how they strategically distribute investments across sales-led growth, partnerships, and product-led strategies to drive sustainable revenue.If you’re looking for insights on evolving your ICP, leveraging AI for smarter prospecting, and making the most of your go-to-market investments, this episode is a must-listen.Follow Sriharsha Guduguntla on LinkedInFollow Manoj Ramnani on LinkedIn

Caroline Holt, a seasoned expert in sales, enablement, and consulting, reveals the key to breaking that cycle. She shares how refining your Ideal Customer Profile (ICP) and understanding buyer personas can transform your sales strategy from guesswork into precision.Caroline takes us behind the scenes of high-performing sales organizations, explaining how analyzing existing customers and renewals uncovers game-changing insights. She dives into the art of tailoring messaging for different stakeholders, ensuring that every touchpoint resonates and drives action.But sales success isn’t just about knowing your audience, it’s also about using the right tools. AI is revolutionizing research and ideation, yet Caroline highlights where AI adds value and where human expertise remains irreplaceable.Beyond technology, she explores the smartest ways to invest across multiple channels, with customer success, sales enablement, and partnerships proving to be powerful growth levers. And for companies battling in crowded or commoditized markets, she reveals strategies to break through the noise by engaging senior decision-makers and using targeted, high-impact approaches.Perhaps most importantly, Caroline stresses why alignment between sales, product, and leadership on ICPs is non-negotiable and how crafting the right message for the right persona can make all the difference.This episode is a must-listen if you’re looking for proven, practical strategies to build a pipeline that actually converts.Follow Caroline Holt on LinkedInFollow Manoj Ramnani on LinkedIn

James Kaikis Chief Revenue and Experience Officer at TestBox to discuss changes in pipeline generation since his last appearance in Season 1.James dives deep into the power of refining your Ideal Customer Profile (ICP) and shares how TestBox uncovered the key attributes of their most successful customers, those with complex data needs and a drive for competitive differentiation. The results? Game-changing growth.But that’s not all. AI is shaking up pipeline generation, and James breaks down where it’s a game-changer (think account research and lead scoring) and where it still falls short (like genuine personalization).And if you’re curious about where to invest for maximum impact, James lays out his “pennies” allocation across different pipeline channels emphasizing executive-led, event-led, customer-led, and social-led growth. He even shares his surprise at the industry’s continued heavy investment in marketing-led growth.This episode is packed with insights you won’t want to miss. Tune in now!Follow James Kaikis on LinkedInFollow Manoj Ramnani on LinkedIn

Alina Vandenberghe, Co-CEO of Chili Piper, unpacks powerful pipeline generation strategies for B2B companies. She champions a team-first approach, emphasizing the role of community, partnerships, and events alongside the growing influence of LinkedIn. Alina shares how stepping into a CMO role sharpened her GTM strategy and why nailing the ideal customer profile (ICP) is key to maximizing resources. She reveals how Chili Piper zeroes in on SaaS companies with fast-moving decision cycles and how AI fills data gaps to enhance attribution, especially on LinkedIn. Wrapping up, Alina shares her unconventional investment philosophy: build a strong community first, and sales will follow naturally with less friction.Follow Alina Vandenberghe on LinkedInFollow Manoj Ramnani on LinkedIn

Ryan Staley, Founder & CEO of Whale Boss, shares his journey from bootstrapping an enterprise team to scaling AI-driven revenue systems for B2B powerhouses. This episode dives deep into the high-stakes world of pipeline generation, a “team sport” that goes far beyond just sales or marketing. Ryan brings his candid insights on investing “pipeline pennies” across channels, including his surprising strategy for AI, sales-led, and customer-driven growth. B2B leaders will get a behind-the-scenes look at the budgeting blueprint he used to scale $30M in ARR — all while balancing 10,000 kid activities and a very busy dog named Larry!About the Pioneer: 00:47About Your ICP: 03:00100 Pennies Game: 05:26Final Thoughts: 10:40View the 100 Pennies Game: Click Here!Follow Ryan Staley on LinkedInFollow Manoj Ramnani on LinkedInAbout this PioneerOver the past decade, Ryan has grown a division from zero to $30M ARR with a lean team of just four salespeople and has upskilled over 1,600 GTM executives on AI, enterprise sales, and GTM strategy. His mission is to inspire one million Go-To-Market executives to work less and sell more by becoming superhuman through Artificial Intelligence. As the founder of Whale Boss, an AI Sales & Marketing consulting and skill transformation company, and The Scale Up Show, a top 1% global podcast, Ryan helps revenue leaders transform their teams by acquiring essential AI skills that break them free from the operational grind and accelerate topline revenue growth. Ryan instructs executives and sales and marketing teams on implementing AI tools like ChatGPT, Copilot, and Claude and also serves as a Chief AI Officer advisor, specializing in human capital development. His results are remarkable: he scaled a division from zero to $30M ARR without funding, marketing, or SDRs, implemented over 500 AI use cases, and taught more than 800 CROs proprietary selling strategies and tactical execution. Having consulted over 40 technology companies on customized revenue growth strategies, Ryan has earned recognition as a top global AI thought leader, Gartner Ambassador, and Sales Assembly thought leader.

Nick Turner, CRO at Dreamdata, shares valuable insights on defining an ICP and focusing on the right market segments. Nick reflects on the challenges of refining their ICP and realizing that catering to a broader range of customers can lead to tremendous success. He emphasizes the need for continuous iteration in messaging and market understanding, advocating for a customer-centric approach that drives pipeline growth.About Your ICP: 00:37How Did You Define It?: 03:13How Often Do You Review Your ICP?: 05:51100 Pennies Game: 07:17Final Thoughts: 11:52View the 100 Pennies Game: Click Here!Follow Nick Turner on LinkedInFollow Manoj Ramnani on LinkedInAbout this Pioneer20 years of experience as a team member, executive, founder and advisor working at early stage startups primarily in the B2B Enterprise SaaS space. The most fun I've had in my career are at early stage SaaS startups that are looking for PMF or are in the next stage, ready to start scaling and need GTM guidance. I like being somewhere that I can maximize my impact on the organization and my colleagues. I love building companies, leading teams and developing strategy across all facets of the business (product, GTM, pricing, moving up market, team structure, competitive considerations, new market expansion, etc.). I love problem solving in general - and there are always problems to solve at a startup. I've been lucky to do that with great teammates, companies and products throughout my career. I've worked on and/or led teams that have scaled from 0-$5MM, $2-20MM, $10-20MM+, $20MM-$60MM+, all in high growth mode, happening in 2-4 years time. I've also failed to scale and learnt just as much from those experiences as the successes. I've shared below all of the specific stories from my career. Please reach out if you'd like to chat or if you think I can be of service!Aside from work. I spend a lot of time with my family, Leanne, Conlin and Jack. I really love running, triathlons and adventure races, I've run over 75 races in my life. I enjoy the outdoors and travel when I can.

Sophia Agustina, Founder & Marketing Advisor of Gain Relationship, shares her insights on expanding ICP account reach through website visitor intelligence. In this episode, Sophia discusses the evolution of ICP targeting from traditional demographic methods to the integration of intent data and account-based marketing. She reveals how utilizing tools like SalesIntel boosted IBM's account reach by 5x through targeted engagement strategies. Tune in to learn how combining data, customer insights, and strategic partnerships can enhance your pipeline and optimize go-to-market efforts in today’s competitive B2B landscape.View the 100 Pennies Game: Click Here!Follow Sophia Agustina on LinkedInFollow Manoj Ramnani on LinkedInAbout this PioneerSophia Agustina is a Global Marketing Leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She is also the co-creator of a GTM 9 Cs framework (with Margaret Safford) that focuses on customer value and business outcomes.