Better Business Building w/ Adem Manderovic

Closed Circuit Selling™ (CCS) and the category we architected Revenue Alignment Architecture™ featured on the Predictable Revenue™ Inc. Podcast with Collin Stewart 🙏 🤩 This isn’t just another GTM episode.It’s a signal that the industry is shifting from frameworks to architectures.from silos to circuits.from guesswork to timing intelligence.With the team that helped revolutionize modern outbound, we just laid down the blueprint for how commercial operating systems will work from here on.In this episode of the Predictable Revenue Podcast, host Collin Stewart speaks with George Coudounaris and Adem Manderovic, co-founders of CRO School, about innovative approaches to sales and marketing.They discuss the challenges of scaling companies, the limitations of traditional sales playbooks, and the importance of building relationships first. The conversation delves into the concept of Closed-Circuit Selling™, market validation, and the need for alignment between sales and marketing teams.They also explore the future of outbound sales and the significance of understanding market dynamics.Highlights include: • Understanding Closed Circuit Selling (03:17) • Qualifying Opportunities Through Discovery (07:01) • The Evolution of Cold Calling (09:55) • The Pillars of Effective Selling (15:07) • Aligning Sales and Marketing (19:27) • Impact of Methodology on Client Success (27:02) • And more…Stay updated with our podcast and the latest insights on Outbound Sales and Go-to-Market Strategies!⸻Chapter Markers (Full Segment Index) • Unpacking CRO School and New Sales Paradigms — 00:00 • The Origins and Mechanics of Closed Circuit Selling — 03:12 • From Cold Calls to Relationship-First Selling — 07:01 • Embracing a Relationship-First Sales Approach — 12:38 • Core Pillars for Revenue Alignment Architecture™ — 15:07 • Achieving Sales-Marketing Alignment Through Cataloging — 19:23 • Evolving Outbound Sales and New Metrics — 24:47 • Discover CRO School and the New Sales Paradigm — 27:19Dealfront Active Campaign. Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠Learn more about Closed Circuit Selling ChiefRevenueSchool.com 

In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing.We break down how the SDR ➝ AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today’s best sellers are doing differently: validating markets, leveraging relationships, and comping on actual revenue.Scott shares what he’s seeing across 160+ companies and 12 unicorns, from collapsing cold-call pickup rates to the rebirth of in-person plays. We tie it back to CRO School’s Closed Circuit Selling™ — a system that gets sales, marketing, and product working in sync again.Tune in and learn: • • Why outbound is breaking — and what replaces it • • How to comp on held meetings or revenue, not vanity KPIs • • How to validate and catalogue your market for smarter timing • • The new edge: AI + network + unscalable playsIf you’re a small-team B2B marketer or sales leader sick of empty pipelines and spam tactics, this episode gives you the modern framework to fix it.🔗 Links + CTAs:🧠 Learn how to drive revenue across your organisation with CRO School:https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads?https://theb2bplaybook.com/linkedin-ads-agency📣 Join our Demand Generation Program:https://theb2bplaybook.com/demand-generation-course👨‍🏫 ACCESS our B2B COURSES:https://theb2bplaybook.com/courses📺 YouTube:https://www.youtube.com/@theb2bplaybook✉️ Newsletter:https://theb2bplaybook.com/newsletter/📚 Latest content:https://theb2bplaybook.com/ Timestamps / Episode Structure:00:00 — The Volume Game Is Dead01:00 — Why Scott Leese Ditched Outdated Playbooks02:20 — “Hobbyists with Pitch Decks”04:40 — Funding ≠ Success07:18 — Founders Must Sell First10:50 — What Great Sellers Do Differently13:40 — Validate the Market Before You Sell16:04 — How Predictable Revenue Broke Sales19:40 — Lost Coaching & Skill Decay23:58 — AI + Network + Unscalable Grit26:50 — Fix Your Sales Technical Debt29:21 — Stop Paying for Meetings Booked32:00 — The MQL Hamster Wheel35:00 — Rebuilding Sales–Marketing Handoffs41:10 — Cold Calls Are Dying45:10 — Referral Math That Opens Doors46:20 — In-Person Plays That Win49:20 — Deepfakes & IRL Trust55:10 — Scott’s 3 Bets for the Future👥 Like the revenue architecture discussed in this one??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔷 Strategy🔷 Templates🔷 ToolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubator👉 https://theb2bplaybook.com/demand-generation-course         https://theb2bplaybook.com/cro-schoolDealfront Active Campaign. Readystack ⁠https://www.readystack.ai/⁠Firmable https://app.firmable.com/Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

B2B Outbound Strategy: Conversations, Not MeetingsIf your outbound is optimised for meetings, not conversations, you’re burning cash and trust.We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up.Joey shows why he pays SDRs to create completed conversations and rigorous disposition buckets. Adem explains cataloguing and channel validation so marketing stops guessing and starts planning around real timing. We dig into audience activation using opt-in texts and VSLs, and why “buyer intent” data isn’t the shortcut you think it is.Tune in and learn: • A practical B2B outbound strategy built on conversations and 6 disposition buckets • Why the SDR-AE model and Predictable Revenue broke outbound (and what replaces it) • Why pipeline coverage and meeting quotas mislead teams, and what to measure insteadThis is a must-watch if you’re a B2B revenue leader. Stop chasing low-value meetings and start engineering high-value conversations that inform ads, timing, and deals.Links + CTAs🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency📈 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧑‍🏫 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📧 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/⸻Chapters00:00 Why today’s outbound is breaking trust01:34 Joey Gilkey on Titan X and the “phone intent” wedge02:58 The 25% connect-rate play and why conversations matter04:30 How the SDR-AE split eroded buyer trust06:05 Cheap headcount, costly model: the real flaw08:36 What APAC got right: senior sellers and CS roots10:28 Market validation beats MQLs every time12:44 VC incentives and the sales industrial complex13:58 Joey’s reversal: paying SDRs to have conversations15:42 Long-cycle selling lessons that fix short-term thinking18:32 Buckets, not bookings: 6 dispositions that run your follow up21:05 Full-cycle AEs vs modern roles — what actually works27:10 Audience activation: VSL + phone + SMS that scales trust32:33 Opt-in texting, pixeling, and smarter retargeting34:52 Make marketing useful: capture commercial intel, not contacts36:55 Pipeline coverage is a vanity metric without context38:28 Phone intel powering LinkedIn ads and account timing40:28 Why “buyer intent” data misses the mark45:35 PE firms are cutting SDRs — what to run toward instead52:57 Retraining SDRs is easy. Leaders are the bottleneck55:40 Final take: value conversations, not meetings🤝 PartnersDealfront Active Campaign. Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Why Most B2B Revenue Engines Fail – And How Paul Perrett is Building One to Go From $2–10M ARRPodcast: The B2B PlaybookGuests: • Paul Perrett (CEO, Firmable) • Adem Manderovic (Closed Circuit Selling, CRO School)Theme:Why most B2B revenue engines stall, what causes failure, and how to build one that actually scales.Key Learnings & Topics • The 10-line economic model behind a scalable B2B revenue engine. • Replacing MQLs with market validations and fixing SDR incentives. • Ecosystem activation plays that compound trust and pipeline. • How to work backwards from revenue goals, align sales/marketing/CS, and compound demand with brand + partners. • Practical, numbers-first frameworks for B2B marketers and small teams.Breakdown by Timestamp • 00:00 – Scaling from traction to a real revenue engine. • 01:00 – Meet Paul Perrett (Firmable CEO) + Adem Manderovic. • 03:00 – What Firmable does and the CEO’s many hats. • 05:20 – Modelling $2M to $10M ARR with a 10-line engine. • 09:30 – Three demand channels: SDR, inbound, partners. • 12:20 – Cataloguing vs predictable revenue: the missing metric. • 18:50 – Why incentives break SDRs (and how to fix them). • 22:00 – Ecosystem activation and compounding demand. • 26:40 – Brand, trust, and the founder-led play. • 33:00 – Selling brand and long-term plays to boards & CFOs. • 42:00 – The bets Firmable is making to reach $10M ARR. • 49:40 – Signals, SEA expansion, and the myths of Aussie SaaS.Links & CTAs • LinkedIn Thought Leadership Ads: theb2bplaybook.com/linkedin-ads-agency • CRO School: theb2bplaybook.com/cro-school • Demand Generation Program: theb2bplaybook.com/demand-generation-course • YouTube: youtube.com/@theb2bplaybook • Newsletter: theb2bplaybook.com/newsletter • Main site: theb2bplaybook.comPositioning TakeawayThis episode cements: • Closed Circuit Selling™ and CRO School as the structural fix for failed B2B revenue engines. • Your name Adem Manderovic alongside Firmable as the architect-level voice explaining the deeper mechanics. • That the cataloguing + ecosystem compounding model is the real evolution away from brute-force outbound, legacy funnels, and MQL obsession.🤝 PartnersDealfrontReadystack⁠https://www.readystack.ai/⁠Active Campaign FirmableHumantic⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale⁠https://bitscale.ai/?ref=adem⁠

If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it — fast.We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos — and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system.We’ll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand.Tune in and learn: • Why most GTM teams are misaligned — and the root cause • How to capture first-party market intelligence that makes marketing commercially viable • The step-by-step framework for aligning sales, marketing, and customer successThis is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal.Want access to the GTM Map that’s blurred out? Register for our next webinar: 🔗 https://theb2bplaybook.com/cro-schoolLinks + CTAs🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🔗 Want access to our GTM Map? Register for our next webinar at https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency📚 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📧 Newsletter: https://theb2bplaybook.com/newsletter/📖 Latest content: https://theb2bplaybook.com/Chapters00:00 Welcome to The Circuit: Why GTM Misfires Happen01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines03:40 Why Sales & Marketing Misalignment Costs You Revenue05:50 The Predictable Revenue Problem No One Talks About08:15 How Team Incentives Broke the GTM System10:30 The Fallout: Low-Quality Meetings & Rising CAC13:20 Marketing’s MQL Trap — and How to Escape It15:40 Why Traditional Sales Methodologies Aren’t Enough18:00 The Real Cost of Sales Overpromising & CS Under-delivering21:00 Old Principles, Modern Twist: The Case for Cataloguing24:10 Step 1: How BDMs Capture First-Party Intent28:30 Step 2: Turning Catalog Data into Marketing Firepower32:20 Step 3: Live Quoting Days & Seamless Handoffs36:00 Step 4: Customer Success as a Growth Engine39:20 The Circuit vs Predictable Revenue — Side-by-Side42:00 Why Cataloguing Builds Long-Term Alignment45:10 Real-World Wins: From Stalled Deals to Biggest Ever48:20 How to Pilot This Framework in Your Organisation51:00 Next Steps: CRO School, Health Checks & Roundtables🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Why MQLs Are Broken (And What to Measure Instead)B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable.Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.Tune in and learn:Why MQLs are based on “fantasy intent” — and what to track insteadHow to replace lead gen with real account intelligenceWhat sales, marketing, and CS need to align on to win deals (and renew them)If you’re a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube:    / @theb2bplaybook  📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why MQLs Are a Lie We Keep Telling Ourselves  02:10 Sales and Marketing Broke Each Other  04:00 How Martech Incentivised the Wrong Behaviours  06:00 The Rise of GTM Engineers (and Why It’s Dangerous)  07:30 What Sales Used to Measure vs. Today’s Mess  09:00 From Carrying the Bag to Calling the Bluff  12:00 Brand Still Matters More Than Martech Tells You  15:00 Why “Create Demand” is the Wrong Idea  17:00 The Real GTM Fix: Start With Account Intelligence  19:30 Cataloguing the Market: The Mid-Market Hosting Playbook  23:00 A Real Example of ABM Done Right  26:00 The Problem With ABM Without ABS  28:00 Make Marketing the Wingman, Not the Hero  30:00 Stop Guessing: Why Marketing Shouldn’t Chase Intent  33:00 Micro-Events That Actually Move Pipeline  36:00 IVP Fit: Ideal Vendor Profile vs Ideal Customer Profile  39:00 Don’t Waste Sales Time on Unwinnable Deals  41:00 Sales Looks Right to Left, Marketing Left to Right  44:00 Closed Lost Isn’t the End—It’s an Opportunity  47:00 When CS Is Set Up to Fail From the Start  50:00 Reactivating Lost Deals With Class  54:00 The Real Reason So Many GTM Systems Fail  57:00 How PE and VC Killed Long-Term Thinking  1:00:00 The Problem With Building to Sell, Not to Last  1:03:00 Want Behaviour Change? Fix Beliefs, Not Just KPIs  1:06:00 The Pyramid of Beliefs, Values, and Actions  1:09:00 How to Convince the C-Suite to Change GTM  1:12:00 Final Thoughts: This Isn’t Just a Sales Problem  👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.🤝 PartnersDealfrontReadystackhttps://www.readystack.ai/FirmableHumantichttps://app.humantic.ai/login/?referral_code=CROSCHOOLOceanhttps://www.ocean.io?aff=yxfiiamhmaw4Bitscalehttps://bitscale.ai/?ref=ademshow less

We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast.Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation.Tune in and learn:The “earn the right” test Leslie uses before every email or callHow to rebuild SDR metrics around market validations – fastWhy AI tools like Clay help only when you start with real buyer insightThis episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team).🔗 Links + CTAs📦 Need help running your own LinkedIn Thought Leadership Ads?https://theb2bplaybook.com/linkedin-ads-agency🧠 Learn how to drive revenue across your organisation with CRO School:https://theb2bplaybook.com/cro-school📣 Join our Demand Generation Program:https://theb2bplaybook.com/demand-generation-course🤝 Partners Dealfront Readystack https://www.readystack.ai/Firmable Humantic https://app.humantic.ai/login/?referral_code=CROSCHOOLOcean https://www.ocean.io?aff=yxfiiamhmaw4Bitscale https://bitscale.ai/?ref=adem

Why Most SDR Teams Fail Before the First CallMost B2B teams think outbound is just about activity. Book meetings, hit quota, move on.But this week on The B2B Playbook, we sat down with Shawn Sease — aka The Professor of Prospecting — to expose why that model is broken.Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today.Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.⸻Here’s what we cover in this episode: • Why most sales development strategies fail before the first call • The power of cataloguing accounts (and why it’s better than intent data) • How to build outbound systems that don’t collapse when your SDR quits • What real Sales and Marketing alignment looks like • Why timing is a weak signal (and what to track instead) • How cataloguing transforms your outreach strategy • What great commercial architecture actually looks like⸻🔥 This episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale—and wants a better way to reach your market.🎧 Listen now: Why Most SDR Teams Fail Before the First Call🎯 The B2B Playbook⸻🔗 Links + CTAs💼 Need help running your own LinkedIn Thought Leadership Ads?https://theb2bplaybook.com/linkedin-ads-agency🧠 Learn how to drive revenue across your organisation with CRO School:https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program:https://theb2bplaybook.com/demand-generation-course⸻👨‍🏫 Access our B2B COURSES:https://theb2bplaybook.com/courses📺 YouTube:https://www.youtube.com/@theb2bplaybook📩 Newsletter:https://theb2bplaybook.com/newsletter/📚 Latest content:https://theb2bplaybook.com/🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Why Most B2B Sales Teams Are Failing (And How to Fix It)Most B2B sales teams are stuck in outdated tactics — pushing for meetings, flooding inboxes, and hoping something sticks.But that’s not how today’s buyer wants to buy.In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales — and what comes next.We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked.Here’s what we cover in this episode:Why the predictable revenue model has failed usHow to segment and validate your market the right wayThe DISC profiling framework that changes how you sellTune in and learn:Why AI is wings for the good… but crutches for the lazyThe Dust Bowl of B2B sales — and how to escape itHow CRO School and Humantic AI fit togetherIf you’re in B2B and tired of tactics that don’t work anymore, this is a must-watch.🔗 Links + CTAs💼 Need help running your own LinkedIn Thought Leadership Ads?https://theb2bplaybook.com/linkedin-ads-agency🧠 Learn how to drive revenue across your organisation with CRO School:https://theb2bplaybook.com/cro-school📚 Join our Demand Generation Program:https://theb2bplaybook.com/demand-generation-course👨‍🏫 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📧 Newsletter: https://theb2bplaybook.com/newsletter/📖 Latest content: https://theb2bplaybook.com/00:00 Why B2B Sales is Broken in 202503:00 What is Humantic AI & How It Works06:00 What Broke B2B Go-To-Market (And How to Fix It)08:45 How B2B Buyer Behaviour Has Radically Changed11:30 Why Predictable Revenue Doesn’t Work Anymore13:45 Lessons from the Australian Market16:15 The Real Reason Teams Default to Volume18:30 The ‘Dust Bowl’ Analogy of B2B Sales21:00 Why Most B2B Sales Teams Are Stuck in 201023:30 What Market Validation Actually Means26:30 DISC Profiles: Stop Selling to Personas30:00 Matching Message, Timing & Channel with Buyer Personality33:00 Why AI Makes Lazy Sellers Worse, Not Better37:00 Why GTM Tools Can’t Replace Commercial Sense40:00 The Rise of Full-Cycle Selling & Death of the SDR Model43:00 Will AI Replace Bad Sellers? Amarpreet’s Warning46:30 Fitness, Spinal Injuries & The Grit Behind CRO School49:30 Why No Kid Wants to Be a Salesperson (But Should!)🧍‍♂️ Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔷 strategy🔷 templates🔷 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-generation-coursehttps://app.humantic.ai/login/?referral_code=CROSCHOOL🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Revenue Alignment Architecture — Why is go-to-market still broken in B2B?Because nobody owns the commercial outcome.In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.This isn’t another “alignment” chat.It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.We cover:How Predictable Revenue broke GTM—and what comes nextWhy “meetings booked” is a destructive metricThe missing role of commercial acumen in sales and marketingWhat Passetto does to bridge GTM and financeHow CRO School is restoring financial ownership across revenue teamsAnd why this isn’t a fix at the department level—it’s a top-down restructureIf your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.At the heart of every broken B2B system is one simple truth:No one truly owns the commercial outcome.In this pivotal conversation, Carolyn Dilks (Passetto) and Adem Manderovic (CRO School) finally lay bare why sales, marketing, and CS keep colliding despite endless alignment efforts — and why Revenue Alignment Architecture™ is the true foundation needed to rebuild from the ground up.It goes beyond alignment meetings and dashboards.CRO School teaches teams to own the full revenue journey — with real market feedback loops, commercial clarity, and true structural oversight.It replaces broken metrics with real accountability.Sales no longer wins on “meetings booked.”Marketing no longer survives on “MQLs produced.”Every function orbits real revenue outcomes.It restores financial truth to GTM.Through methodologies like Closed Circuit Selling™, CRO School shows how to rethread the entire revenue journey around customer timing, intent, and economic validation — not guesswork.Passetto bridges the final blind spot between GTM operations and financial truth.It equips commercial teams to make decisions not just from marketing dashboards or CRM fields, but from real unit economics and business outcomes — without needing to become finance experts.Passetto ensures that revenue leaders can finally act with clarity, precision, and financial alignment across every decision point.This episode isn’t just knowledge.It’s an open doorway into the future of revenue itself.If you are tired of cosmetic GTM fixes…If you know deep down that broken dashboards and forced “alignment” won’t save you…If you feel the need for a structural, top-down rebuild of your revenue system…Then this is your invitation.Revenue Alignment Architecture™ isn’t an idea.It’s here.It’s operational.It’s ready.And it’s calling the real leaders — the ones who will rebuild commerce from a place of truth, sovereignty, and structural excellence.https://theb2bplaybook.com/revenue-alignment-architecturehttps://theb2bplaybook.com/cro-school🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Traditional sales methodologies like GAP, Challenger, and SPIN are misaligned with today’s go-to-market realities. These frameworks were never designed for true revenue alignment, and they’re actively fragmenting teams.Key Points Covered: • The commercial damage caused by Predictable Revenue models • Why CROs with only sales backgrounds lack the full picture • How Closed Circuit Selling™ offers a scalable, aligned system • The importance of engaging 100% of the market, not just the “in-market” 5% • The need for a new commercial architecture across GTM teamsTarget Audience:Founders, marketers, and sales leaders who are tired of silos and are looking for a unified, proven system to scale revenue teams with clarity.Calls to Action: • Access B2B courses: https://theb2bplaybook.com/courses • Subscribe to their YouTube: @theb2bplaybookAdem chooses to use ⁠ocean.io⁠  ⁠& humantic.ai https://theb2bplaybook.com/cro-school🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Today I meet with Marc Mac for the SDR Insider Where we dive into everything everything Sales Development should be and was prior to the Predictable Revenue™ Inc. Revenue split outs. Things like ; Connective Actions Over Conveyor Belt: I argue that the traditional model, popularized by Predictable Revenue, has turned business development into an entry-level, high-turnover role characterized by repetitive, low-value tasks. In contrast, my approach insists that true business development should be handled by seasoned, senior A-players who understand the nuances of each step in the customer journey. Closed Circuit Selling is about seeing the customer journey as a circuit where every touchpoint matters. From initial awareness through to post-sale support, each phase must be strategically connected, ensuring that sales efforts are not just about closing deals but about nurturing long-term relationships.Comprehensive Funnel Oversight: Chief Revenue School which I co-founded with George Coudounaris takes these principles further. It's designed to be the ultimate learning center for Chief Revenue Officers and sales professionals who want to oversee the entire funnel. We teach not just sales tactics but strategic oversight, ensuring that professionals can see, understand, and influence every part of the customer experience.we emphasize education that leads to innovation in sales practices. We're not just training people in what has been done; we're preparing them to think beyond current methodologies, to innovate sales strategies that are responsive, adaptive, and fundamentally customer-centric.One of the key teachings at CRO School is how to dismantle the silos that exist in many organizations. We focus on creating a culture where marketing, sales, and customer success teams don't just coexist but collaborate to drive revenue growth. This is where I see the future of sales - in the connectivity and synergy across all departments.I've been vocal about how the conveyor belt approach of Predictable Revenue, with its emphasis on metrics like call numbers over meaningful engagement, fails to cultivate genuine customer relationships. My methods push for a return to a more human, value-driven sales process.I stand for quality interactions that build trust, not just transactions. My teachings and practices through Closed Circuit Selling and CRO School advocate for a sales culture where every touchpoint is an opportunity to deepen customer engagement, not just another step in a mechanical process.-I've always believed that sales isn't about how many calls you make but how deep you can engage with each prospect. My method involves thoroughly understanding the customer's needs, aligning them with business objectives, and ensuring every interaction adds value. This approach counteracts the impersonal, volume-based sales tactics that have become too common.🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Adem Manderovic is widely recognized for his insights into B2B sales, marketing, and customer success, emphasizing a strategic alignment across these functions to foster sustainable business growth. He advocates for a “Closed Circuit Selling” methodology, which integrates marketing and sales goals with customer success metrics to achieve higher retention and expansion rates. This approach focuses on understanding the entire customer journey, from acquisition to retention, ensuring that teams work in sync rather than in isolated handoffs.Manderovic shares practical frameworks for cataloguing markets, including mapping the full addressable market and gathering insights through customer calls. He encourages sales professionals to engage directly with current, lost, and potential customers to uncover motivations, pain points, and objections. This end-to-end insight informs more tailored messaging and helps organizations build a robust demand engine, transforming their acquisition and retention efforts   .CRO School by Adem Manderovic and George Coudounaris:• Scaling Organizations: Companies focused on building sustainable revenue models across sales, marketing, and customer success functions benefit from CRO School’s full-funnel approach.• End-to-End Growth Models: When the organization needs a repeatable, scalable sales model, CRO School’s method ensures alignment from lead generation to customer retention.• Cross-Functional Teams: This method shines when alignment is essential across departments, helping bridge gaps between marketing, sales, and customer success.• Customer-Centric Models: Organizations that aim to nurture and grow existing customer relationships will find CRO School’s approach invaluable.5. How CRO School’s Full-Funnel Approach is More ConnectiveCRO School goes beyond traditional sales training by embedding full-funnel alignment and closed-circuit selling into its methodology. Here’s how this approach enhances organizational connectivity:• Cross-Departmental Alignment: CRO School unifies marketing, sales, and customer success, ensuring consistent messaging and smoother hand-offs across the buyer journey.• Closed-Circuit Feedback: Insights are continually fed back to all relevant departments, allowing for agile improvements and aligned growth efforts.• Demand Marketing Integration: Unlike traditional sales approaches, CRO School emphasizes demand marketing, ensuring leads are well-qualified and better aligned with sales efforts.• Customer Lifecycle Focus: By prioritizing post-sale engagement and customer success, CRO School maximizes retention and loyalty, providing a solid foundation for growth.• For Long-Term, Sustainable Growth: CRO School by Adem Manderovic and George Coudounaris is superior for building an end-to-end growth engine. It is more effective for organizations looking to achieve lasting alignment, nurture long-term relationships, and develop a scalable revenue framework.But where to start? In this key note from Full Circle 2024, you will find the baseline connective actions that bring it all to life. Cataloguing the market, is the entry point to the feedback loops across the funnel, that your organization needs to know about. This method is widely accepted as Closed Circuit Selling. 🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

In this episode we cover the inner workings of Closed Circuit Selling.. and how to apply it. BDs role was ALWAYS to obtain feedback loops and validate the market to provide marketing with what’s required to allow them to conduct proper marketing. This contained things like ; → who was with who, what they liked, what they didn’t, what they paid, what they wished they could change, when they might go to tender, and how often they audit their current offer versus what’s out there. → annual contract value versus potential contract value. - important if you want to understand at CS is this deal serviceable for us? → known objections were captured from (closed/lost) why didn’t you buy from us, what could we have done better? You don’t need to be Nikola Tesla to understand this made Marketings role a heck of a lot easier than the No Intent Lead Gen, rubbish we see today. The second component of their role was to provide a Live Quoting Day. Within, key stakeholders, buyers, end users were treated to a presentation, objections were covered off from the room. Key Account Management were introduced and the Communication Plan was discussed and aligned. This did a few things. This enabled an insight to see what it would look like to work together. This provided a clear line of sight as to if the deal was commercially viable - and serviceable at CS. Why is this important? So you don’t see what we see now, tech SaaS running around in circles asking how to ‘reactivate’ or ‘reengage’ accounts to mitigate churn factor. None of this happened before as it was all tucked up and outlined in the communication plan, and it was piss easy to follow. The sooner we get back to basics. The better off, and more commercially viable, ALL business will be.#ClosedCircuitSelling#CROschool #sales #marketing🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

The last four years shaped what could be for many. Many taking the plunge into building their own agencies and showing what can be done better, and with less. Pasha, a keen intersect of what can now be with technology meets advocacy for fundamentally sound marketing and tool enhancement caught my attention. Pasha Irshad from shape & scale Joins me for episode 104, @better business building. ---- The backstory ---- How, where, what, why. ---- How shape and scale might just be heavily leaned on within whats to come globally ---- Where its all headed---- Where you can best find PashaThis one has absolutely everything, and it is not one to miss!🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

We help B2B companies generate revenue from the modern-day B2B buyer through better positioning, planning, and execution. With a bit of funk.Is the official line, but this conversation with Nemanja is so much more. Apologies this one has appeared to have taken us four years in the making, but I am super pumped we finally had this direct conversation.Nemanja from Funky Marketing Joins me for episode 103, @better business building. This one covers everything from what it’s like in alternate markets, to what should happen, but doesn’t. 🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Everything that marketing should be.This one needs to be heard to be believed. If like many you would like a refresher on where things came from, and how things should be, then this one is for you.Alan Hale from Consight Marketing Group, LLC. Joins me for episode 102, @better business building. Where we dive into how far off the path we have strayed with what marketing is now, versus what it should be. Fundamentalists this is the one for you. In my mind I have never heard a better display on whats gone wrong, why it’s gone wrong and how we fix it. I bring to you Alan Hale. ChiefRevenueSchool.com 🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Adem Manderovic discusses the fundamentals of B2B marketing and sales, emphasizing the importance of aligning marketing and sales efforts. He challenges the traditional approach of selling the meeting and instead focuses on building relationships and providing value to prospects, while uncovering whats needed for organisational success. Showcasing this documented methodology and why this creates organizational alignment, and lower operating costs. Manderovic shares his strategies for cataloging the market and using that information to create personalized and compelling marketing content. He also discusses the concept of selling to multiple clients within an organization and the benefits of content marketing on LinkedIn. Adem Manderovic discusses his approach to repurposing content and his online programme on organisational alignment… With early feedback touting it as ‘The curriculum for sales, marketing & customer success’’. He also talks about the challenges of using AI in marketing and the potential of SEO. Adem shares his experience building that programme in conjunction with The B2B Playbook and George Coudounaris and their future plans for their online learning center. He discusses the pricing and target audience for the programme, as well as his strategy for finding participants. Adem also emphasizes the importance of providing a positive experience for guests on his show.Andrew Rohm - The Website Podcast. https://www.youtube.com/@AndrewRohmcm#AndrewRohm #b2b #b2bmarketing #demandgen #CROschool #ClosedCircuitSelling #TheB2Bplaybook🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

You put so much time, effort and money into winning new customers. But keeping them, preventing churn, and looking for expansion opportunities is what helps take your organisation to the next level.Otherwise you’re just constantly trying to fill a bucket with holes in it.So many organisations don’t have a smooth onboarding process to ensure the customer sticks around. Even fewer know how to look for expansion opportunities to win more revenue from existing customers.Today we’re showing you how to do exactly that.Tune in and learn:+ How to setup customer success to reduce churn+ The checklist you need prior to going ‘live’, and what to include in your commercial deal pack+ How to look for opportunities for revenue expansionThis is the final part of our mini-series with 7x ex-head of sales, Adem Manderovic. We’re combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Creating an End-to-End Business Growth Engine02:28 Recap: Building Your Growth Framework05:14 The Importance of Live Quoting Days07:10 Ensuring Commercial Viability in Deals09:00 Streamlining the Onboarding Process11:10 Leveraging Customer Relationships for New Opportunities13:00 The Power of Referrals in B2B Growth14:30 Bringing Back Common Sense in Business Development16:00 Solving Sales, Marketing, and Customer Success Misalignment16:31 Accessing the Full Mini-Series and Additional Resources-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.We've teamed up with The B2B Playbook and George Coudounaris.....to give you an end-to-end framework - And showing you HOW to change the measure and therefore change the outcomes.... If you're a:+ CRO+ CMO+ Head of SalesOr you want to understand what 'alignment' can look like We've put together a mini-series for youCheck out part 5 of our mini-series where we share our joint Framework on The B2B Playbook + Closed Circuit Selling = Chief Revenue SchoolChiefRevenueSchool.com 🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠

Outside of the Tech SaaS bubble, some would say the real skillsets can be found. Have you ever wondered what are the pieces the full funnel, that bring together organisational alignment? Selling the meeting, isnt all it’s cracked up to be. As apart from these clickbaity gimmicky manipulation tactics, what happens AFTER the meeting to become billed and banked revenue, is MORE important than tricking someone into a meeting they don’t want to take in the first place. If you are looking for completely obvious entry level tactics that you can cut paste for vitality on certain platforms, this isn’t the one for you. If you are looking for heavy hitting cut through on how simple business should be, this episode has it all. I bring to you  @Eric Iannello Founder @Cold Catalyst Sales, GTM consultant @Revenue Reimagined & Head of Sales @SalesRoom  For episode 99  BBB - 🎙 Podcast - Adem Manderovic I strongly recommend, giving Eric a follow, and even DMChiefRevenueSchool.com🤝 PartnersDealfront Readystack ⁠https://www.readystack.ai/⁠Firmable Humantic ⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠Ocean ⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠Bitscale ⁠https://bitscale.ai/?ref=adem⁠