Revenue Makers

When there’s so much content competing for attention, customers crave experiences that feel personal and relevant.In this episode, David Edelman discusses insights from his book, Personalized: Customer Strategy in the Age of AI. With decades of experience as a CMO, David shares his five core tenets of personalization and explores ways to measure their success. David also touches on how AI can help brands design better customer experiences that scale.In both B2B and B2C, David demonstrates how personalization serves as a powerful differentiator, relying on cross-functional alignment and a customer-centric approach.In this episode, you’ll learn:How to leverage AI for scalable, context-driven personalizationWhy personalization requires a cross-functional approach across departmentsExamples of personalization done right in B2BJump into the conversation:(00:00) Marketing personalization with David Edelman(05:22) Personalization in B2B(10:09) Personalization is cross-functional (12:46) Using AI appropriately for better customer experience(17:29) How to start personalization efforts(20:00) Core marketing principle: The 4C analysis( 22:10) Measuring success in personalizationResources:Personalized: Customer Strategy in the Age of AI - https://www.amazon.com/Personalized-Customer-Strategy-Age-AI/dp/1647826276

Do you get tongue-tied when you’ve got to talk with the C-suite? You’re not alone.Learn from Carilu Dietrich, former CMO turned hypergrowth advisor, as shares her insights on how to communicate with executives. Having been in the C-suite herself, Carilu explains why too much detail can work against you and how top leaders are looking for clear recommendations backed by key data points.Learn how to deliver high-level insights that balance strategy with detail, using Carilu’s tips for crafting concise board presentations and emails that stand out to busy executives.In this episode, you’ll learn:Essential skills for balancing detail with big-picture insightsThe five pillars of effective communication and its applicationsHow to anticipate and prepare for the questions executives will askJump into the conversation:(00:00) Executive communication with Carilu Dietrich(02:26) “Too much detail makes you look junior”(05:42) How to write effective emails to executives (07:03) Present just the right level of detail(12:17) The five pillars of effective communication(17:22) Boards expect competency and communication (20:25) Impress your C-suite interviewers (23:56) Tips for board presentations and high-level meetings

When does it make sense to build a category, and when is it just a costly distraction? In this episode, Jen Gray, SVP of Marketing at Recharge, shares her perspective on category creation. Having worked with companies like Qualtrics and Adobe, Jen outlines the benefits and risks of category creation—and why product positioning often comes first. She offers advice on how to make the case for a new category, the pros and cons to consider, and strategies for gaining leadership buy-in. Whether or not you pursue category creation, Jen emphasizes the need to examine your brand’s messaging to strengthen its position in the market.In this episode, you’ll learn:The real costs, risks, and rewards of creating a new market categoryWhy product positioning is often the best starting point for growthHow to refine brand messaging to connect with customers more effectivelyJump into the conversation:(00:00) Introducing Jen Gray(01:51) The pros and cons of creating a new category(08:41) Know your position in the market(10:20) Category creation gone wrong(12:31) How to gain leadership buy-in for category creation(14:35) Shape your brand’s thought leadership(17:57) Types of product positioning

Believe it or not, an effective ABM campaign only needs five steps.In this episode of Revenue Makers, we break down the essential steps in 6sense’s Account-Based Marketing (ABM) framework. It starts with selecting target accounts within your ICP, understanding their position in the buyer’s journey, and then crafting tailored outreach. In our own campaign, we put these steps to the test, adding a dose of creativity, nostalgia, and humor to stand out.Ready to take your ABM campaigns to the next level? Here’s your roadmap.In this episode, you’ll learn:The five essential steps for ABM successHow a creative ABM campaign can make your brand stand outKey metrics for measuring awareness and intentJump into the conversation:(00:00) Five steps for successful ABM campaigns(02:46) Step 1: Select the best accounts with technographics(06:50) Step 2: Understand customer intent(09:59) Step 3: Get creative in engaging customers(15:29) Step 4: Collaborate with sales (17:39) Step 5: Track metrics that matter Resources:6sense’s Dump Your Data Vendor ABM Campaign - https://dumpyourdatavendor.com/RevCity Community - https://revcity.6sense.com/

Let’s face it: no one enjoys cold calls—not the salesperson making them, and definitely not the prospect. But when done right, cold calls can be one of the most effective ways to build your sales pipeline.In this episode, Nick Cegelski co-founder of 30 Minutes to President’s Club and co-author of Cold Calling Sucks, reveals his strategies for a successful cold outreach. He explains why many sales reps struggle with cold outreach and shares tactics that can make all the difference—without relying on overused buzzwords or generic pitches.Don’t give up on cold calls just yet. With the right tools and strategies, they can bring unexpected opportunities for your business.In this episode, you’ll learn:Why cold calling remains a powerful tool The importance of targeting the right accountsStrategies to help you make successful cold calls Jump into the conversation:(00:00) Introducing Nick Cegelski(04:27) Cold calls suck, but here’s why they work (08:08) How to open your cold calls (12:15) The difference between average and great cold callers(20:42) Why you need to stop using buzzwords in cold calls(23:50) Frame your customer’s problem in vivid detailResources:Cold Calling Sucks (And That's Why It Works): A Step-by-Step Guide to Calling Strangers in Sales - https://www.amazon.com/Calling-Sucks-Thats-Works-Step-ebook/dp/B0D219QC85

Hiring BDRs isn’t hard. But hiring great BDRs? Now that’s a whole different game. It’s a crucial process that can make or break your sales pipeline. In this episode, 6sense’s very own Head of Sales Development Transformation, Ernest Owusu shares how he recruits top talent and builds a team that consistently delivers. Ernest also discusses how AI is transforming team efficiency through the automation of routine tasks and enhanced personalization. He offers valuable career advice for aspiring BDRs looking to stand out from a crowded job market.In this episode, you’ll learn:The essential traits of top-performing BDRsHow to tailor your BDR leadership needs based on organizational maturityStrategies for integrating AI effectively into your BDR team's workflowJump into the conversation:(00:00) Introducing Ernest Owusu(05:09) Characteristics of high-performing BDRs(09:50) Ernest’s hiring mantra(13:45) Should BDRs be in marketing or sales?(15:31) Using AI to improve BDR efficiency(21:32) For job seekers: treat your interview like a BDR role

Revenue operations play a central role in business, but with so many pieces in motion, managing it all can feel overwhelming before we ever think about optimizing. Luckily, Sean Lane and Laura Adint have created a clear blueprint to help RevOps professionals navigate it all.As co-authors of The Revenue Operations Manual, Sean and Laura outline their four-pillar approach to building and scaling a RevOps team. While the specifics may vary by company, they highlight the key qualities that define a great RevOps professional, helping them become strategic partners within the business. They also share valuable insights on fostering collaboration across sales, marketing, and product teams.The Revenue Operations Manual - https://www.revenueoperationsmanual.com/Anyone interested in pre-ordering The Revenue Operations Manual can visit https://www.koganpage.com/marketing-communications/the-revenue-operations-manual-9781398616769 and use the code REVOPS20 for 20% off.In this episode, you’ll learn:Best practices for aligning RevOps with marketing, sales, and customer successWhen to bring in a RevOps team for maximum business impactKey traits and skills to look for when hiring RevOps professionalsJump into the conversation:(00:00) Introducing Sean Lane and Laura Adint(02:44) The Revenue Operations Manual(05:39) RevOps as a strategic partner(10:10) The Revenue Operations blueprint and mindset(14:04) Designing the customer journey(19:09) Building strong cross-functional partnerships(22:51) Hiring the right people and building a RevOps team(27:06) How RevOps teams can drive strategic initiatives and long-term success

Disrupting the market requires helping people overcome their fear of change.It’s a huge undertaking, especially in industries that don’t necessarily want to reinvent the wheel. Drawing on her own experience, Lauren Burkemeyer, CMO at YuLife, tells us what it’s like leading a challenger brand to success. Lauren defines what a challenger brand is, and how these companies disrupt established industries with unique strategies. She emphasizes the importance of fostering a culture that embraces creativity and risk-taking, and how leveraging storytelling and social proof can build credibility for your brand.Discover how to confidently position your brand against industry giants in this episode.In this episode, you’ll learn:The definition of a challenger brandHow to build trust with customers through social proof How to market your brand as an innovator in traditional industriesJump into the conversation:(00:00) Introducing Lauren Berkemeyer(03:20) What is a challenger brand?(05:53) Building a culture of innovation and curiosity(07:35) Balancing demand gen and brand building(11:21) Establish credibility with social proof(16:09) Is a challenger brand the right fit for you?

You’re not dreaming. You’ve made it to our third episode featuring Saima and Adam imparting their wisdom, sans-guest. And if you thought this third installment couldn’t top the last, think again. We’re diving into ABX and ABM measurement—the essential metrics that can help marketers gauge the success of their campaigns. From leading indicators like reach and engagement to lagging indicators like pipeline and revenue, we explain why you need to monitor those metrics closely. Learn how to manage your pipeline within your CRM and how to improve outreach using AI.In this episode, you’ll learn:How to effectively quantify and engage your Ideal Customer Profile (ICP) Why a single dashboard is all you need for all your ABX metricsThe importance of measuring both leading and lagging indicators to evaluate your ABM strategyJump into the conversation:(00:00)Welcome to Revenue Makers(02:32) Are you reaching and engaging with your ICP?(09:34) Measuring the effectiveness of advertising(11:34) Handing off MQLs to the sales team(15:01) Personalize your outreach using AI and intent data(16:59) Volume, conversion rate, velocity, deal size(22:30) Flag ABM accounts in your CRM Resources:Segment Performance Reporting: https://6sense.com/6sense-for-6sense/segment-performance-reporting/Unified Dashboards for Pipeline Management: https://6sense.com/blog/the-game-plan-for-success-unified-dashboards-for-pipeline-management/SFDC Dashboard at the 30-minute mark of this webinar: https://6sense.com/resources/webinars/Ideas-are-easy-execution-is-everything-webinarCMO Reporting on leading indicators: https://6sense.com/6sense-for-6sense/cmo-reporting/

Growth at any cost? Not anymore. Boards are shifting their focus, and sustainable progress is the priority.In this episode of Revenue Makers, Gary Survis gives us his perspective as a board member of several companies and as an Operating Partner at Insight Partners. He discusses which metrics boards are paying attention to, the impact of AI on strategic decisions, and how to make your board meetings more productive.If you’re curious to know what matters to your board, this just may be the episode for you! In this episode, you’ll learn:The key metrics to present to your board Ways to integrate AI meaningfully into workflow and processesHow to structure board meetings to drive resultsJump into the conversation:(00:00) Introducing Gary Survis(01:54) What boards care about(04:19) KPIs are health indicators of the business(05:56) The different perspectives of operators and investors(07:43) Integrating AI to improve processes(16:10) Build vs. buy for higher ROI(18:04) Use the wisdom of your board members

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

Hiring a top-tier Product Marketing Manager (PMM) is a game-changing move that can unlock tens of millions in ARR. The trick is making sure you hire the right PMM. In this episode of Revenue Makers, we sit down with Kyle Lacy, CMO at Jellyfish, to uncover the criteria for recruiting a stellar PMM leader, and why failing to do so can cost a company dearly. Discover the core competencies that define the role, and learn how to measure a PMM’s impact effectively. If you’re interested in gaining actionable strategies and insights for effectively integrating product marketing into your overall revenue strategy, have we got an episode for you. In this episode, you’ll learn:How to make sure you’re hiring the right product marketing leaderRelevant metrics worth watching to measure the impact of your product marketing strategyWhy it's crucial to hire product marketers early to accelerate revenue growthJump into the conversation:[00:00]Welcome to Revenue Makers[03:04] When to hire a product marketer[05:18] The scope of product marketing[07:02] Challenges in hiring a product marketing manager[11:49] How to measure the impact of product marketing[15:05] Building strong relationships between teams[20:40] The Pragmatic Marketing Framework

Keeping things simple can be a real headache when it comes to marketing. What’s up with that? Seeking answers, we turn to Gurvinder Sahni, CMO of Persistent Systems. In this episode of Revenue Makers, Gurvinder shares how he cuts through the noise to deliver powerful, straightforward campaigns that drive results. You'll also hear about his Shark Tank-inspired approach to tech investments and his perspective on why balancing brand and growth is crucial for sustained success. So if you’re interested in uncovering the importance of simplicity in marketing, gaining insights on how to avoid the martech trap, and learning how to use AI to stay ahead of the curve, this episode is for you. In this episode, you’ll learn:Why simplicity is the cornerstone of effective marketing campaigns.Strategies for avoiding the martech trap and ensuring technology delivers value.The proper way to make the most of AI within marketing teams.Jump into the conversation:01:48 Simplicity in marketing.05:15 The martech trap.09:51 How to make strategic tech investments.14:59 Experiments with generative AI.

Is ABM the sum total of paid media? Not quite, but it’s a vital part of the strategy that can’t be overlooked. In this episode of Revenue Makers, hosts Saima Rashid and Adam Kaiser turn the spotlight on digital media’s role in Account-Based Marketing (ABM). They clear up the misconceptions and discuss effective tactics that can take your campaigns to the next level.Tune in for practical tips on using predictive technology, intent data, and technographics for successful ABM strategies.In this episode, you’ll learn:How to use intent data to enhance your paid media targeting and improve conversion rates.Why defining your Ideal Customer Profile (ICP) is crucial before launching any ABM campaign.How to effectively measure the impact of your paid media campaigns by tracking engagement metrics.Jump into the conversation:02:40: ABM as a company-wide strategy.06:15: Getting granular with targeting.12:47 Effective Use of ABM Channels.14:14 Advanced targeting strategies.26:19 Measuring success in paid media.

B2B marketing is no longer just about chasing leads and closing deals. It’s about creating unforgettable experiences that resonate long after the pitch. In this episode, Tom Stein, CEO and Founder of Stein, reveals the transformative strategies high-achieving B2B businesses are deploying to dominate their markets. You’ll discover why investing in creativity, unifying brand and demand, and focusing on customer experience are critical to massive revenue growth. Plus, hear about the groundbreaking documentary Everybody's Business and its mission to elevate B2B marketing on the main stage at Cannes. That’s right! We’re going Hollywood in this episode!Tune in to learn how you can leave a trillion dollars of enterprise value on the table – or join the ranks of leaders who seize it. In this episode, you’ll learn:How investing in creativity can significantly elevate your B2B brand and lead to increased revenue. And we back that up with successful case studies and examples of real-world impact.Why unifying brand and demand teams can result in a 200% increase in marketing-generated revenue.The importance of incrementality testing to justify budget allocation towards brand investment. Find out how top companies have effectively used this strategy to drive growth.Jump into the conversation:07:43 Unexpected festival experience solidifies B2B relevance.15:24 Mimi Turner promotes simple, creative strategies for B2B.16:17 LinkedIn event showcased power of brand demand.21:04 BDX creates dynamic omnichannel brand experiences.23:15 Top B2B brands leaving $1 trillion value.29:32 B2B not just business-to-business anymore.External Resources:New BDX Playbook - Unifying Brand and Demand - https://www.steinias.com/original-thinking/news/new-bdx-playbook-unifying-brand-and-demand/Everybody's Business Documentary - https://www.youtube.com/watch?v=pDXZ5pJ6Ka0

Is growth at all cost dead? Our guest for this episode certainly thinks so. In this insightful episode, Jacco van der Kooij, founder of Winning by Design, shares how companies can achieve lasting success by prioritizing intelligent, scalable growth strategies that lead to recurring impact.Discover the essential metrics for targeting customers effectively, the shift from doing more to doing better, and why the asymmetry of knowledge now favors the buyer. Jacco’s insights will empower you to elevate your sales strategies and achieve sustainable growth with precision and impact.In this episode, you’ll learn:The importance of moving away from the "growth at all costs" mentality and instead focusing on creating recurring impact for customers.How success comes from measuring what works, targeting customers more effectively, and prioritizing impactful actions over sheer volume.How advancing AI shifts knowledge power to buyers, requiring sales professionals to adapt by refining strategies, offering value-driven interactions, and using AI to meet the evolving needs of informed customers.Jump into the conversation:08:53 How impact drives recurring revenue. 13:55 Adapting to evolving SaaS products and sales strategies.17:56 How AI impacts the SDR role. 20:49 Founders and CEOs have been ignoring revenue growth warnings.24:16 Why job security depends on adaptability.

Data-driven content marketing is your ticket to superior revenue performance!Forget the old playbook—it's time to harness the power of intelligent content operations and AI-driven insights to revolutionize your marketing strategy. In this electrifying episode, Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, unveils the secrets to turbocharging your content engine. Discover the essential tactics for effective tagging, the critical elements of content operations, and why AI is set to transform your marketing landscape. Christine’s roadmap will empower you to fine-tune your content strategy and outpace the competition with precision and innovation.In this episode, you’ll learn:Why meticulous attention to content metadata is a game-changer and how to implement it effectively despite its perceived tedium.The four phases of content lifecycle management—planning, production, promotion, and performance—and how to evaluate and improve your organization’s maturity in each.How to capture, analyze, and apply content engagement data to refine your marketing approach, improve personalization, and drive better business outcomes.Jump into the conversation:06:41 The evolution of the content model. 12:41 Leveraging sixth sense data to personalize content.13:34 Track engagement to understand audience and buying signals.21:10 How to manage content effectively and intelligently.23:26 How to adapt to technology over time.

Could AI become the cornerstone of smart revenue operations?Bryan Bayless, VP of Revenue Center of Excellence at Gong, certainly think so and he has the game-changing strategies to leverage AI and conversational intelligence for explosive revenue growth to prove it.In this episode of Revenue Makers, Bryan explains how to harness AI for pinpoint accuracy in sales messaging, and how to transform mountains of data into actionable insights. And for even more AI goodness, he shares some innovative use cases that are sure to put you ahead of the curve in RevOps.Prepare to be empowered with advanced tactics that will propel your revenue team to new heights of efficiency and effectiveness through AI.In this episode, you’ll learn:How leveraging data from conversation intelligence tools like Gong can prioritize and streamline your revenue team's efforts, ensuring maximum efficiency and effective customer engagement.Why establishing a Center of Excellence can centralize data consumption and drive uniformity in how different teams utilize insights for decision-making and strategic planning.The pivotal role of AI-driven tools in automating routine tasks, allowing revenue leaders to focus on more complex and impactful actions that drive results and revenue growth.Jump into the conversation:06:50 Looking for an effective data strategy? Start with understanding what to solve.07:57 Evolving systems listen and analyze content contextually.11:44 Platforms adapt to user needs for success.15:42 Sales feedback helps improve marketing strategies.19:56 Prioritizing time and intent data is crucial for sales success.24:24 Why you should be pushing for bigger dreams.

Building a unique product just isn't enough to stay ahead in today's competitive marketplace. It's the relationships, trust, and authenticity that truly set you apart and drive sustainable revenue.In this episode, Aaron Ross, the godfather of outbound sales and author of "Predictable Revenue," shares his evolved philosophy on outbound strategies, AI, and effective leadership. You'll discover the timeless principles that transcend changing tactics and learn how to create genuine relationships that can’t be easily replicated. It's not just about hitting numbers—it's about creating an unshakable foundation of trust and inspiration that propels your business toward predictable revenue.In this episode, you’ll learn:Why evolving beyond traditional outbound tactics is crucial in a rapidly changing market and how specialization can give your sales team a competitive edge.How focusing on intangible assets like trust, authenticity, and community-building can differentiate your brand in an environment where product replication is easier than ever.Why you should embrace the unknown and cultivate an entrepreneurial mindset, using intuition and iterative learning to drive breakthrough innovations and long-term success.Jump into the conversation:03:45 How to adapt to new tactics for better results.11:16 Seeking new techniques may lead to breakthrough success.14:46 The struggle of staying unique and relevant amidst competition challenges.24:14 Standing out in the age of AI.

AI isn't just a buzzword. It's a game-changer that can revolutionize how your sales and marketing teams operate.In this powerhouse episode, Randy Littleson, CMO of Salesloft, unveils how AI is reshaping the landscape of revenue generation. From transitioning to a multi-product company to integrating cutting-edge technology without sacrificing user experience, Randy lays down precisely how Salesloft thinks about AI. Randy also delves into the human aspect, emphasizing the importance of transparent communication—a lesson he learned during various mergers and acquisitions. especially during mergers and acquisitions, and the need for patience and vision during transformation processes. His real-life anecdotes stressing the need for patience and vision during moments of transformation are a goldmine for any high-achieving revenue leader.Get ready to elevate your revenue game and be inspired by proven strategies that redefine what’s possible in sales and marketing. In this episode, you’ll learn:How embracing AI as a collaborative tool can elevate sales and marketing efforts, automate mundane tasks, and drive predictable revenue performance.Why transparent communication and integration planning are crucial for successful mergers and acquisitions.The importance of cultivating patience and maintaining a long-term vision while navigating new business opportunities.Jump into the conversation:10:33 Drift becomes a Salesloft product.13:24 Effective communication and transparency ensure consistent messaging.18:15 Collaboration is critical for ongoing campaign success.26:38 Leveraging AI to streamline and prioritize tasks.