Revenue Makers

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?

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.