Revenue Makers

Maximizing revenue growth is not just about the numbers—they're about the story behind them.In this riveting second half of our conversation with the legendary Guy Kawasaki, we certainly heard some stories. Guy spoke about seeing failure as an opportunity for learning and how to cultivate a company’s soul starting with mission-driven business approaches. Never one to shy away from blunt truths, Guy laid out how embracing diversity—not just demographically but in thoughts and experiences—can propel companies to profound success.Guy is all about leading by example and ensuring every action aligns with a deeper purpose, beyond mere profit. Listen in for a chance to reflect on your leadership, the diversity of your teams, and how you handle failure—with one of the absolute best players in the game. In this episode, you’ll learn: 1. How leading by example and fostering a culture of respect and inclusivity impacts team performance and revenue growth. 2. Why diversity and inclusion aren't just checkboxes but essential components of successful companies.3. The undeniable value of experiencing failures and learning from them. Setbacks and failures are merely stepping stones on the path to achieving greater success. Things to listen for:05:12 Intelligence and ability are randomly distributed everywhere.14:03 Jane Goodall exemplifies what it means to be mission-driven.17:08 Learn from bad bosses, like Elizabeth Holmes.

Driving unprecedented revenue isn't just about great products; it's also about embodying grit, growth, and grace in your go-to-market strategies.In this captivating episode, Guy Kawasaki, the former Chief Evangelist at Apple and current Chief Evangelist at Canva and prolific author, unpacks the profound impact ethical leadership and innovative sales approaches can have on business success. Kawasaki shares how bringing "good shit" to market can fundamentally shift how products are perceived and sold.Ready to uncover the secrets to transforming your go-to-market strategy from ordinary to extraordinary by embracing a mindset that prioritizes making genuine impacts over mere transactions? Prepare to be inspired to infuse your sales and marketing efforts with creativity, morality, and, most importantly, results that matter.Join us for this first half of a two-part series to explore not just how to meet your numbers but how to redefine and achieve new heights in business and personal success straight from Guy Kawasaki. In this episode, you’ll learn: Why embracing the principles of growth, grit, and grace can transform your leadership style and the culture of your team, leading to more sustained and meaningful success in the market.How the concept of "evangelism" in sales shifts the focus from simply hitting targets to genuinely enhancing customer welfare, establishing deeper connections and loyalty within your market.The importance of product design and empathetic innovation in creating products that not only meet but anticipate customer needs. Things to listen for:05:16 Evangelism is sales with a focus on welfare.08:40 The best way to understand electric cars is to drive one. 10:47 Tech CEOs built what they wanted to use.14:18 Grace leads to change. We have an obligation to help.18:12 A mission-driven leader prioritizes excellence and innovation.

The art of gifting is not just about thoughtfulness—it can be a strategic powerhouse in the world of revenue generation.In this episode, which may prove to be the gift that keeps on giving, Kris Rudeegraap, CEO of Sendoso, unwraps the surprising might of personalized gifting in driving meaningful business connections. Explore the innovative tactics that elevate gifting from a generous gesture to a revenue-accelerating move. Learn to use intent data segmentation to fine-tune your outreach for resonant impact.Whether you're a revenue leader looking to break through the noise with something unique or a high-achiever eager to harness data for personalized buyer experiences, this episode of "Revenue Makers" has gift-giving all wrapped up. In this episode, you’ll learn: 1. The transformative power of gifting in ABM: Discover how personalized gifting can serve as a potent tool in account-based marketing, helping you cut through the clutter and create memorable interactions with potential clients. 2. Harness data and AI for precision in sales outreach: Unearth the secrets to leveraging intent signals, interest data, and AI technology to enhance the relevance of your sales approaches. 3. Expand your global reach with tailored regional strategies: Gain actionable insights into how understanding regional preferences and utilizing local resources can amplify your gifting campaigns' effectiveness. Things to listen for:04:42 Learn how to maximize your gift-giving strategies09:15 Check out a new framework that automates personalized gifting and messaging.15:19 Marketers value good advertising and gifting strategy.22:12 Customers want personalized, data-driven marketing strategies.23:56 How not to manage a warehouse in Las Vegas. 26:43 Master the international gifting market.

Attribution isn't just a buzzword—it's the backbone of your revenue machinery.In this episode of Revenue Makers, Saima and Adam peel apart the complex world of attribution to unleash its potent revenue-generating power. They address the elephant in the room: Can marketing really influence 100% of closed deals? The answer is a resounding yes, and the path to understanding how begins in this definitive attribution episode. In this episode, you'll be equipped with the insights to navigate the attribution maze and turn data into your most reliable ally. You’ll learn why a definitive measurement perspective isn't just helpful—it's crucial for consistent success. Whether you're defending your budget at the next board meeting or adjusting your sales model in real-time, this episode promises high-impact takeaways that will sharpen your competitive edge. Listen in and ignite your attribution strategy for an unassailable approach to revenue growth.In this episode, you’ll learn: Why embracing a single source of truth for attribution in your pipeline is crucial for alignment across your revenue team. Adam and Saima explore the complexities of various attribution models and provide insights on creating a singular, reliable reporting approach. The importance of measuring the right kind of engagement and intent across deals, moving beyond traditional MQLs to propel your revenue strategy forward. Our hosts share their hard-won lessons on why intent data and proper engagement metrics can outvalue conventional lead-quantifying methods, leading to more qualified opportunities and higher conversion rates.Practical tips on how to effectively analyze and adapt your marketing strategies in response to the evolving buyer landscape. Adam and Saima discuss how shifts in buying behavior dictate the need for adjusted marketing models and what patterns in won accounts should be shared with your entire revenue team to replicate success.Things to listen for:05:24 Your pipeline number should have one attribution source.06:43 Strategies for ad implementation, including attribution and measurement.15:44 The deal-making process has intensified, requiring more resources than ever.17:55 Want to achieve success? You’ll need a well-informed go-to-market team.20:53 The importance of content and its ROI measurement.Resources:More from 6sense: https://6sense.com/revenue-makers/

These days budget cuts mean all organizations are doing more with less. Turns out, a lack of budget doesn't necessarily mean disaster for innovative revenue leaders.@Ashley Deibert, CMO at Piano, for example, shows how embracing AI and fostering key relationships can turn tight budgets into opportunities for creative innovation. Ashley leverages technology to not just sustain but enhance her team's efficiency – even in lean times. Being transparent, communicating openly, and having a collective leadership approach can help boost morale during tough financial times.Ashley highlights the benefits of working together on budgeting, showing how marketing and sales can complement each other, and how the CFO plays a key role in boosting revenue. She also talks about the risks of not nurturing this vital relationship.Tune in to find out how budget limitations don't have to mean the end of revenue growth. They're a chance to rethink, adapt, and inspire your team to reach new heights if you can get a little creative.In this episode, you’ll learn: How to balance human expertise with AI capabilities to foster an environment of productivity and innovation, particularly when faced with the need to make strategic cuts. Learn from Ashley's experience on how AI can not only replace routine tasks but also enhance human roles, ultimately benefiting your business infrastructure.The art of negotiating vendor contracts with a focus on cultivating relationships grounded in trust. Discover Ashley's perspective on the importance of shared understanding and how this strategic approach can lead to long-term success and mutually beneficial partnerships.Strategies for maintaining team morale and effectiveness in the face of budget cuts by championing transparency, collaboration, and shared leadership. Gain actionable tactics to empower your team with contributions to the budgeting process, ultimately fostering a more creative and resilient organizational culture.Things to listen for:05:05 Leveraging AI to streamline content creation processes09:17 Initial skepticism shifted to AI as a valuable partner20:32 Balancing top-down and bottom-up budgeting approaches24:55 How the CFO can be a strategic motivator in business31:49 Facing budget woes with surety and self-assuranceResources:More from 6sense: https://6sense.com/revenue-makers/

A true marketing genius doesn't back away from the edge; they walk the tightrope between boldness and brilliance. As the creative force behind two groundbreaking companies (Gong and Clari), Devin Reed is very comfortable on the tightrope. Devin specializes in crafting sharp, strategic content that breaks through the noise and seamlessly aligns with the CEO’s vision. In this episode of Revenue Makers, Devin provides real-world insights on crafting compelling narratives that engage and convert, whether you’re talking about revamping existing material or creating new campaigns that demand attention.Get ready to rethink your traditional marketing strategies as Devin, along with our hosts, Saima Rashid, and Adam Kaiser, explore new territory with data-driven decisions and cutting-edge content. In this episode, you’ll learn: The strategic art of alignment in content marketing. Devin Reed underscores the necessity of synchronizing marketing metrics with the broader strategic objectives of your CEO. This practice ensures that your marketing tasks are not just data-driven but also laser-focused on the company's overarching goals, promising more impactful outcomes.The pivotal role that storytelling plays in B2B marketing. Devin emphasizes the need to craft narratives that resonate with your brand's unique perspective as well as the customers' problems. By shifting your content strategy from a product-centric to a problem-solving narrative, engaging potential customers by addressing their specific needs.The undervalued power of bold and differentiated marketing. Devin advocates for creating intentionally polarizing campaigns that capture majority interest. By listening in, you'll learn how embracing a strong and sometimes controversial point of view in your outreach can cut through the noise, resulting in memorable campaigns that not only attract attention but also catapult brand recognition and customer engagement.Things to listen for:03:58 Content should be insightful, relevant, and actionable.10:09 Be bold and create a divisive narrative for your content strategy.13:29 With big risks comes the potential for big successes. 27:44 Understanding success metrics is critical.34:36 Using an f-bomb can close a CEO deal.Resources:More from 6sense: https://6sense.com/revenue-makers/

Transforming revenue isn't just about cold calls and content—it's about having the audacity to try something new and alignment with your goals.In this episode of Revenue Makers, Saima Rashid and Adam Kaiser chat with 2X CEO Domenic Colasante, about how he is boldly reimagining marketing tactics. Colasante's approach with 2X highlights a crucial point: traditional marketing methods are becoming outdated. By turning trucks into billboards and targeting CIO hotspots, he demonstrates how thinking outside the box can be a powerful force in enhancing brand visibility.For high-achieving revenue leaders, consider this conversation a call to reevaluate your ABM strategies and empower your teams to courageously embrace new ideas. Throw out your old scripts and transform your sales approach by infusing your marketing with a human touch and turning faceless statistics into a narrative that drives engagement and conversions.In this episode, you’ll learn:The effectiveness of account-based marketing (ABM) strategies in driving sales adoption - Learn about Domenic's firsthand experience with an innovative ABM campaign for Siemens and take away key insights on how you can apply similar strategies to captivate high-value accounts and shift your sales organization toward more targeted and effective approaches.The importance of aligning sales and marketing through not just data, but human interaction - Domenic delves into the necessity of educating sales teams on the transition from traditional marketing qualified leads (MQLs) to intent-driven ABM. Discover how to foster a culture of collaboration by bringing human conversations and joint efforts to the forefront of your marketing efforts.Maximizing your existing marketing technology before seeking new solutions - Domenic explains how conducting thorough tech stack health assessments can unveil opportunities to enhance your capabilities and add value without significant additional investments. Embrace the power of using what you have to its full potential and learn how to drive better results while reducing costs.Things to listen for:[00:00] Embrace change in marketing and sales strategies[03:30] ABM: Account-Based Marketing shifts focus to individuals[19:28] How sales and marketing teams adapt to new data[20:41] Salespeople need proof and support to change[24:58] Building a team of 1,000 innovating marketers and specialized services[27:52] Maximizing tech integration boosts performance and impact[32:22] How Domenic created an ABM program Resources:More from 6sense: https://6sense.com/revenue-makers/

While businesses everywhere are engaging in quarterly business reviews, we’re taking time to do something a little unprecedented: We’re performing a QBR for Revenue Makers! In this episode, hosts Saima Rashid and Adam Kaiser take a retrospective look at their podcast journey, highlighting significant insights gained from their engaging conversations with a quarter’s worth of eye-opening guests. The big themes? Having the courage to embrace boldness, innovation, and change management while acknowledging the importance of being data-driven in today's business landscape. Tune in as Saima and Adam offer actionable insights that can inspire and guide your own revenue projects and, just maybe, help you learn to stop worrying and learn to love QBRs. In this episode, you’ll learn: The significance of preparing for QBR: Gain valuable insights into the internal workings of a QBR and how it offers an opportunity to understand what worked, what didn't, and how to align goals moving forward—even when applied to a podcast.The art of differentiation and being bold: Learn how to cut through the noise by executing innovative campaigns that resonate with your audience.The power of being data-driven: Effectively utilize data to drive impactful decisions within your organization.Things to listen for:03:32 QBRs as a moment for reflection and celebration.06:39 How to build events backward from end goal data.11:58 Challenging integrated marketing campaign to raise awareness.19:00 AI tools are becoming essential for work.26:20 Discussing strategy with leadership. Resources:More from 6sense: https://6sense.com/revenue-makers/

Measuring the success of an event goes beyond high attendance—it's about targeted strategy and post-launch impact.In this episode of Revenue Makers, EJ Oelling, VP of Account-Based Experience at 6Sense, drives home the point that a picture-perfect event isn’t enough. What counts is crafting experiences that boost sales, increase win rates, and cultivate meaningful connections with accounts. Think of this episode as your primer on how to align event planning with strategic objectives and create experiences your prospects won’t soon forget! In this episode, you’ll learn: Why it's important to connect your end goals with event planning. Doing this helps you make smarter decisions with data that amp up your revenue strategy.The critical role of cross-functional collaboration for event marketing. Getting everyone on the same page, like sales and other market teams, can accelerate deals and increase win rates.How adopting advanced success metrics, such as event influence on sales and win rates, will provide a full picture of your events’ performance and enable you to refine your strategy overtime. Things to listen for:05:23 Increase targeted marketing for better ROI06:39 Building events backward from end goal data10:52 Improving customer engagement and tracking event effectiveness16:09 Maximizing trade show impact through varied approaches21:14 Engage without boring, sell without selling. Unique 6th sensory supper concept25:58 Field marketing team drives targeted event marketing27:27 Strategizing client incentives for individualized engagementResources:More from 6sense: https://6sense.com/revenue-makers/

It’s not just about getting more leads; it’s about getting the right ones. Changing how you make money isn't just about trying lots of things - it's about being precise and purposeful. Alex Olley, CRO and co-founder of Reachdesk, reveals how they boosted their success by focusing on a small, carefully chosen group of accounts.Staying successful in a constantly changing market means staying focused and using strategies that fit. Shifting your team's thinking and workflow to this focused approach can be tough, but it's important for being effective and working well together.Discover why making the counterintuitive choice to "go small" could be the key to success.In this episode, you’ll learn: How focusing on accounts showing strong interest can help you win more deals. Alex Olley's experience at Reachdesk shows that concentrating on these high-interest accounts can make your team's work more efficient and drive efficient spending that aligns sales and marketing goals.How to overcome internal resistance and coordinate across teams to pivot to a new, account-based approach. Learn from the challenges and breakthroughs Reachdesk faced in transitioning their go-to-market strategy, and how they educated and aligned their board, sales, and internal teams to adopt a more targeted and efficient sales process.How adapting your ideal customer profile based on market changes and buyer behavior is crucial for expanding into new areas. Alex Olley's advice highlights how updating your ICP as industries change can keep your organization flexible and ready for new opportunities.Things to listen for:00:00 Focusing on product tools, reaching potential clients.03:21 Focus on intent, target buying stage accounts, innovate events.09:15 Challenges of transitioning marketing teams to adapt.11:28 Precise, sustainable growth, new approach required.16:16 Change management crucial; varied for each company.17:11 Sellers transitioning to facilitators due to changing market.23:00 Prioritize data, focus on retention, involve key players.25:02 Marketing identifies new industry verticals for sales.29:57 Founders skeptical, pursued stealth account-based marketing successfully.32:19 Grateful for the unconventional yet enlightening experience.Resources:More from 6sense: https://6sense.com/revenue-makers/

It’s BDR appreciation week on this episode of Revenue Makers!Sam Gong, SVP of Marketing at WorkSpan, shares his journey from marketing to sales and back again and how his experience earned him a unique perspective on the crucial role of the BDR in the sales and marketing ecosystems. Sam shares his insights on the mission-critical strategies for go-to-market and revenue generation, his stance on BDRs within the marketing vs sales debate, and the essential traits that make a BDR exceptional—even as their responsibilities shift thanks to an AI-driven future. Join hosts Saima Rashid and Adam Kaiser in an illuminating conversation that just may change how you approach outbound marketing, the role of the BDR, and utilizing AI to impact your sales efforts. In this episode you’ll learn:How to adapt outbound strategies to evolving market demands. Sam challenges the notion that outbound is dead, while also stressing the importance of reinventing customer engagement strategies to cut through the clutter of digital noise. How critical it is to maintain human empathy. Sam advocates for an approach that pairs analytics with expertise and reminds us all that spreadsheets are no replacement for our own human understanding.How to best embrace new technologies. Sam discusses how the role of the BDR is changing thanks to technological advancements like the rise of AI. The key to mastering new innovation is all in the approach: augmenting your efforts rather than replacing them. Things to listen for: 05:53 How the BDR role us changing due to Artificial Intelligence. 09:50 How persona research through buyer interaction can help establish empathy.11:33 AI demos lack genuine human empathy in marketing.15:16 Embracing new technology is key to growing your career. 22:25 Successful BDRs approach marketing with empathy. 28:04 How to leverage partnerships for efficient marketing and growth.Resources:More from 6sense: https://6sense.com/revenue-makers/

Success is more than just crunching numbers.Jill Wiltfong, CMO of Korn Ferry, is defining what truly matters in driving your business forward. Discover how to avoid data paralysis by choosing metrics that resonate with all stakeholders and why storytelling in metrics is your unspoken edge in communication. She’s sharing her tips to embrace a culture of transparency, context, and continuous reevaluation -- essential tactics to inspire not just teams, but whole organizations. And, she’s got a framework to share that will change your business for the better. In this episode, you’ll learn: How to identify which metrics truly matter to your business. Jill stresses the importance of KPIs that align with your company’s goals and growth strategy. This approach helps prevent data overload and ensures that you’re not just busy measuring, but measuring what really counts. How to make your number story resonate with different stakeholders. Jill shares her expertise in presenting data through relatable stories that not only inform, but inspire action. By using this strategic communication approach, you’ll empower every team member to understand the significance behind the statistics and their role in achieving business success.How to adopt a flexible approach to performance measurement that evolves with your business environment. Jill discusses the importance of reassessing and adjusting metrics in response to market changes. Learn how to foster an environment of innovation and promote a culture of growing from both successes and setbacks.Things to listen for:00:00 From news anchor to business consultant and leader.04:07 Data and emotions are both crucial for understanding.09:12 Love data, use metrics, know your audience.13:22 Contextual metrics drive consistency, authenticity, and growth.16:48 Marketing influence grew from 76M to 550M.18:57 Importance of being a collaborative leader.24:06 Seek out introverts and recognize their needs.26:03 Empower team, be radically human, authentic leadership.30:22 Optimize actions for team well-being and cohesion.32:09 Career support and coaching are crucial.37:24 Suitcase confiscated in India; risky airport encounter.Resources:More from 6sense: https://6sense.com/revenue-makers/

Tech+Strategy. It’s the art+science that every CMO’s gotta nail. But it’s hard.Heidi Melin, Senior Operating Advisor for Hellman Friedman, reveals how to elevate your organization’s revenue performance to an art from. Heidi simplifies the complex link between marketing investments and business outcomes, emphasizing the importance of precision targeting and AI efficiency.Challenge your views on marketing's role in revenue generation as Saima Rashid and Adam Kaiser extract insights from Heidi's rich career. Discover the power of taking risks and leveraging the unexpected in strategic marketing.This episode isn't just a conversation; it's a game-changing plan for revenue leaders eager to create a strong marketing strategy that aligns with sales and sets the pace for market success.In this episode, you’ll: Discover how honing in on your ideal customer profiles (ICPs) not only sharpens your marketing strategy but directly aligns your efforts with the field organization, resulting in a smoother and more cohesive journey toward your revenue goals.Learn how the evolution of revenue operations serves to unify your marketing and sales data, fostering collaboration and creating a single source of truth that drives effective measurement, visualization, and overall revenue growth.Unpack the growing role of generative AI in marketing, from content creation to data analysis, and find out how embracing these tools can elevate your team’s output and ensure you’re making informed, tech-forward decisions that resonate with your market segment.Things to listen for:00:00 Building community, recruiting and due diligence involvement.03:10 Passionate about practical marketing experience and growth.07:59 CMOs face challenges in budgeting and AI.09:31 Using AI to improve marketing team productivity.14:38 Emphasize long-term pipeline for successful sales.18:26 Marketing and sales need to align data.23:33 Discussion on AI implementation in products and growth.25:57 Companies test AI impact on existing tech stack.28:02 Focus on understanding your target for success.32:54 Connecting marketing efforts to business outcomes is crucial.35:47 Leveraged relationships led to terrific results.Resources:More from 6sense: https://6sense.com/revenue-makers/

Metrics alone aren't the magic bullet for skyrocketing revenue – it's the rigor of reviewing them that propels an organization to new heights.In this lively episode of Revenue Makers, hosts Adam and Saima chat with Robert Zimmermann, CRO at Qualified, to dive deep into what makes high-performance revenue teams tick. Zimmermann brings a wealth of experience from the C-suite, where he's known for conducting metric-driven strategies that inspire action and drive success. He shares insights on why operational cadence is more than just a trendy term—it's a guiding light that shapes every aspect of the organization, from the boardroom to the sales floor.See the incredible impact of data in steering the ship, how to align comp plans with KPIs to create sharp incentives, and find out why sometimes a simple 'cup of coffee' might just be your dashboard's best friend.In this episode, you’ll learn: Robert’s systematic approach to analyzing detailed metrics not only promotes transparency but also fuels growth. Gain valuable strategies for maintaining a strong operational rhythm and cultivate a culture where accountability and data guide decisions for revenue teams.How to align your team's incentives with your company’s key performance indicators (KPIs) to drive long-term growth. Benefit from Robert's insights into compensation and strategy adjustments that prioritize high-potential opportunities and streamline pipeline management. Implement his methods for incentivizing multi-year agreements and high-conversion opportunities to ensure your team's efforts directly contribute to company success.The game-changing impact of real-time analytics and strategic dashboard tools in prioritizing revenue-generating activities. Robert shares insights on an innovative 'cup of coffee' dashboard that serves as a daily guide for sales teams, directing them toward immediate engagement in the most impactful areas. By integrating ABM strategies, intent data, and automated tools, you'll be equipped to refine your go-to-market strategy and empower your team to capitalize on high-intent opportunities for better results.Things to listen for:00:00 Measuring sales, marketing, and customer success performance.05:14 Challenges in new projects, focus on sales efficiency.07:01 Key KPIs for SaaS business: ACV, ARR, NRR, GRR. Also monitor asps and revenue trends.10:45 Culture of data, important for organizational success.12:38 How to strategically expand sales and engagement.18:16 Embrace transparency, start slow, progress gradually.20:20 Focus on specific campaigns for operational effectiveness.23:08 Evaluating transaction cycle effectiveness and customer intent.29:32 Fundraiser for leukemia, got engaged unexpectedly.Resources:More from 6sense: https://6sense.com/revenue-makers/

Inefficiency is the silent killer of growth, and nowhere is that more evident than within the sales and marketing machinery of an organization.Dive into the world of efficient growth with Sam Jacobs, CEO and co-founder of Pavilion, as he unveils the toolkit for fine-tuning your revenue engine. In this episode of Revenue Makers, Sam addresses the $2 trillion inefficiency problem plaguing go-to-market strategies and equips revenue leaders with actionable insights to pivot from growth at any cost to growth at peak efficiency.This isn't just about forecasting revenue; it's about creating a resilient, robust revenue reality.In this episode, you’ll learn: How businesses can streamline their structures and sales strategies to enhance efficiency and effectiveness. Learn to identify and act on key areas for improvement, focusing on lead concentration, sales rep efficiency, and unit economics.The intricacies of crafting personalized customer messages and the impact of new hiring practices on customization levels. Gain insights into balancing personalized customer journeys with sustainable business practices.The importance of sustainable, efficient growth over short-term gains. Understand the significance of aligning team operations, data transparency, and financial stability for long-term success in business. Ideal for leaders navigating a changing economic landscape.Things to listen for:00:00 Sam Jacobs, CEO of Pavilion, leads go-to-market community.05:40 Decline in responsiveness, growth challenges, and inefficiency.09:10 Understand math behind business, sales job efficiency.13:49 Investing in events, community, and content effectiveness.14:49 AI will enhance the importance of storytelling.20:03 Department heads often argue over dashboard data.21:26 CEO's job: set vision, manage money, lead.27:13 AI, automation will reshape marketing and labor.28:26 VC pressure, lower valuations, smaller teams, storytelling.Resources:More from 6sense: https://6sense.com/revenue-makers/