Revenue Makers

ABM has always been about precision—knowing the right accounts, the right moments, and the right messages. But as technology evolves, so do the strategies that drive success. With AI, personalization at scale is becoming a reality, while brand-led demand generation is proving more critical than ever.In this episode, hosts Saima Rashid and Adam Kaiser break down what’s working in ABM today. Then they’ll explore how AI is reshaping account-based strategies, the power of brand-to-demand campaigns, and why aligning sales, marketing, and CS around a single ICP definition is non-negotiable. Plus, Saima and Adam will tackle the ongoing debate around platform consolidation vs. best-of-breed solutions—and why RevOps leaders have strong opinions on both.In this episode, you’ll learn:Why sales, marketing, and CS need to align on ICP—not just for acquisition, but for retentionHow AI agents are transforming BDR workflows without replacing the human touchWhy brand investments are the ultimate edge in an AI-driven marketing worldJump into the conversation:(00:00) Account-based marketing in 2025(02:08) Why ICP alignment is critical for success(05:06) Personalization strategies that drive engagement(07:20) Brand to demand: The key to long-term marketing success(13:37) The rise of the B2B backchannel and its impact on buying decisions(17:50) How AI is changing ABM and enabling smarter outreach

Marketers have never been short on big ideas—but executing them has always been the challenge. Too much time spent on production, data wrangling, and operational headaches has kept teams from focusing on strategy and creativity. Now, AI is flipping that equation. Generative AI isn’t just a new tool; it’s redefining what’s possible in marketing, removing barriers, and accelerating innovation.In this episode, Scott Brinker, VP of Platform Ecosystem at HubSpot, breaks down how AI is reshaping the MarTech landscape. He explores why we’re entering a golden age for marketers, how AI is democratizing software development, and what the future holds for personalization, automation, and AI-powered experiences.In this episode, you’ll learn:How AI is transforming marketing strategy beyond content creationThe role of AI in reshaping software, from UX to automationWhat companies need to consider when deploying AI-powered agentsJump into the conversation:(00:00) Introducing Scott Brinker(02:44) Scott Brinker on the evolving MarTech landscape(07:57) How AI is reshaping software experiences(10:38) The impact of AI on marketers and creativity(14:26) Why AI is a bigger shift than the web(17:53) The next era of AI-powered personalization(22:59) Should companies disclose AI interactions?(25:50) How AI is changing jobs and industries

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

The word “no” intimidates many, but Karen Bomber sees it as a key to success. Embracing rejection is essential for growth, reinvention, and making a lasting impact.In this episode of Revenue Makers, Karen Bomber, Chief Commercial Officer of ABB Energy Industries, shares her career journey—from starting as an engineer to becoming a leader who integrates technology, marketing, and commercial strategy to put the customer at the heart of every decision. Karen’s story of curiosity, self-motivation, and failing forward will inspire revenue leaders to take ownership of their careers and embrace reinvention.In this episode, you’ll learn:Why curiosity is the driving force behind career growthHow to navigate career transitions and own your journeyThe importance of placing customers at the center of your business strategyJump into the conversation:(00:00) Introducing Karen Bomber(01:14) Karen’s journey from engineer to commercial leader(03:35) How to take ownership of your career(07:10) The role of curiosity and learning in professional growth(12:01) The myth of the self-made leader(14:56) Building teams and cultivating talent(16:56) Karen’s seven functions of commercial operations(18:43) Embracing the “no” and failing forward

Many fear a robot uprising, but AI isn’t here to replace humans—it’s here to assist and enhance what we do best.In this episode of Revenue Makers, Paul Roetzer, Founder and CEO of the Marketing AI Institute and SmarterX, explains what AI agents are and what businesses need to know to maximize their potential. As an expert in artificial intelligence, Paul shares his perspective on the impact of AI on jobs, industries, and the future of work. He shares practical advice on identifying the right use cases and explains why human oversight is essential in every AI-powered process.In this episode, you’ll learn:The capabilities and limitations of AI agentsWays to introduce AI into your workflow for improved productivityThe balance between AI-driven efficiency and maintaining a human touchJump into the conversation:(00:00) Introducing Paul Roetzer(03:56) The evolution of AI(07:01) What AI agents can actually do (09:43) AI’s impact on jobs and task efficiency(16:02) Scaling the use of AI in an organization(20:38) Multimodal AI and advancements in reasoning (23:55) Treat AI as your strategistResources:JobsGPT - https://smarterx.ai/jobsgpt

For years, B2B marketers stuck to predictable, overly rational campaigns, believing it was the only way to build trust. But times have changed and B2B marketing is finally breaking free from what’s boring. In this episode, Joel Harrison, Founder and Editor-at-large of B2B Marketing, reveals the five key trends shaping the future of B2B. Joel explores how today’s top marketers are leaning into creativity and emotion to forge deeper connections with their audiences. He also shares why those bold ideas are essential for brands to truly stand out in a crowded market. In this episode, you’ll learn:The five trends shaping B2B marketing in 2025Ways to break free from the tedium of traditional B2B campaignsThe role of entertaining experiences in building brand loyaltyJump into the conversation:(00:00) Introducing Joel Harrison(05:01) Highlights from the B2B Marketing Awards(08:05) The resurgence of long-form content(11:50) The rise of B2B influencers(14:08) Data visualization in B2B campaigns(15:40) Gamification to engage audiences(18:37) The expanding role of audio in B2B(21:52) Pushing the boundaries of B2B marketing

Building a marketing function from the ground up is no small feat, especially when the pressure is on to deliver results fast.In this replay episode, Kelly Wenzel, CMO of Andela, shares her experience leading a complete marketing turnaround. From fixing broken processes and re-aligning with sales, Kelly details what it takes to transform a team and achieve success. She also opens up about the challenges of managing executive expectations while keeping her team motivated during a period of intense change.In this episode, you’ll learn:How to rebuild a marketing function from scratchTips for earning trust and leading teams through uncertaintyThe importance of alignment for teams involved in the revenue processJump into the conversation:(00:00) Introducing Kelly Wenzel(02:04) Starting a marketing rebuild(06:04) Building the foundation: People, Process, and Infrastructure(11:29) Launching a product under pressure(15:44) Building trust with stakeholders and your team as a new CMO(22:03) Driving change with cross-functional teamwork

Proving ROI, maximizing impact with limited budgets, and staying ahead of industry trends—these are just a few of the common struggles faced by Chief Marketing Officers. Having been a CMO herself, Heidi Melin now helps others tackle these challenges head-on.Heidi Melin is a Senior Operating Advisor at Hellman & Friedman, where she guides marketing leaders across B2B and B2C companies. In this replay episode, she shares strategies for aligning with sales teams, building a quality pipeline, and leveraging AI to enhance productivity.In this episode, you’ll learn:How to build trust and alignment between marketing and sales teamsThe evolving role of marketing in revenue strategyA more effective way to think about attribution and closed-won deals Jump into the conversation:(00:00) Introducing Heidi Melin(02:10) Advising CMOs at Hellman & Friedman(08:08) The biggest challenges CMOs face today(11:30) CMOs stepping up to own the long-term pipeline(16:28) Aligning sales and marketing teams on the revenue process(19:48) What makes a good CMO?(22:12) Enhance productivity with AI(25:21) How to think about attribution

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

We’ve hit the big 5-0! What have we learned from 50 episodes of Revenue Makers? Aside from the fact that Adam and Saima always have something to say, we’ve gathered a wealth of insights along the way.In this episode, Saima Rashid and Adam Kaiser revisit the episodes that have sparked the most conversations and impact: Cold calling, Account-Based Marketing (ABM), and revenue operations. With 50 episodes under our belt, we’re just getting started! Tune in and tell us what you think—we’re all ears for your feedback.In this episode, you’ll learn:Actionable tips for improving cold calling and prospectingBest practices for building a high-performing revenue operations teamHow to adjust your ICP as market conditions evolveJump into the conversation:(00:00) Celebrating 50 episodes of Revenue Makers(04:47) Effective cold-calling strategies(06:55) Understanding the customer journey & attribution(10:32) The evolution of revenue operations(12:59) Know your ICP and its impact on planning(17:56) Challenges of shifting to an ABM approach

There can be no demand without a strong brand.In this episode, Benjamin O’Dell, Global Director of Demand Generation at Exclaimer, reveals how the company rebranded and transitioned to an Account-based marketing (ABM) strategy. Ben explains how Exclaimer built a strong brand identity through partnerships, ambassadors, and a deeper understanding of their ICPs. He also shares key lessons on personalization, aligning go-to-market teams, and leveraging AI to enhance operations.In this episode, you’ll learn:Key steps to transitioning from an inbound strategy to an ABM approach Strategies to overcome buyer indifferencePractical ways to use AI to streamline workflowsJump into the conversation:(00:00) The power of brand with Benjamin O’Dell (02:23) Exclaimer’s rebrand and its effects (05:36) Building a strong brand identity(08:39) Testing ABM and personalization strategies(13:32) Using AI to streamline marketing efforts(15:32) How to combat buyer indifference (18:21) Exclaimer’s accelerated growth strategy

Sales teams face immense pressure to meet monthly quotas, which often lead them to resort to tactics that prioritize their convenience over the customer’s needs.It’s time for sellers to step up and truly give a sh*t.In this episode, Jen Allen-Knuth, Founder of DemandJen, talks about what it means to care about your prospects. Having been in sales for 18 years, Jen points out the common pitfalls for sellers such as relying on outdated scripts, generic outreach, and shallow research. When sellers can demonstrate an understanding of their customer's pain points, they earn trust that lasts beyond the first call.In this episode, you’ll learn:How to preempt and overcome the status quo with proactive messagingThe three outdated sales motions you should stop usingWays to build relevance and urgency in every buyer interactionJump into the conversation:(00:00) Customer-centric sales with Jen Allen-Knuth(06:40) Why most deals are lost to the status quo(09:48) Three outdated sales motions(13:28) The problem prompter framework(22:06) How to engage with “learners” vs. “hand raisers”(25:56) Leveraging AI for better outreach

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?