Why Most B2B Revenue Engines Fail – And How Paul Perrett is Building One to Go From $2–10M ARR

Podcast: The B2B Playbook

Guests:

• Paul Perrett (CEO, Firmable)

• Adem Manderovic (Closed Circuit Selling, CRO School)

Theme:

Why most B2B revenue engines stall, what causes failure, and how to build one that actually scales.

Key Learnings & Topics

• The 10-line economic model behind a scalable B2B revenue engine.

• Replacing MQLs with market validations and fixing SDR incentives.

• Ecosystem activation plays that compound trust and pipeline.

• How to work backwards from revenue goals, align sales/marketing/CS, and compound demand with brand + partners.

• Practical, numbers-first frameworks for B2B marketers and small teams.

Breakdown by Timestamp

• 00:00 – Scaling from traction to a real revenue engine.

• 01:00 – Meet Paul Perrett (Firmable CEO) + Adem Manderovic.

• 03:00 – What Firmable does and the CEO’s many hats.

• 05:20 – Modelling $2M to $10M ARR with a 10-line engine.

• 09:30 – Three demand channels: SDR, inbound, partners.

• 12:20 – Cataloguing vs predictable revenue: the missing metric.

• 18:50 – Why incentives break SDRs (and how to fix them).

• 22:00 – Ecosystem activation and compounding demand.

• 26:40 – Brand, trust, and the founder-led play.

• 33:00 – Selling brand and long-term plays to boards & CFOs.

• 42:00 – The bets Firmable is making to reach $10M ARR.

• 49:40 – Signals, SEA expansion, and the myths of Aussie SaaS.

Links & CTAs

• LinkedIn Thought Leadership Ads: theb2bplaybook.com/linkedin-ads-agency

• CRO School: theb2bplaybook.com/cro-school

• Demand Generation Program: theb2bplaybook.com/demand-generation-course

• YouTube: youtube.com/@theb2bplaybook

• Newsletter: theb2bplaybook.com/newsletter

• Main site: theb2bplaybook.com

Positioning Takeaway

This episode cements:

• Closed Circuit Selling™ and CRO School as the structural fix for failed B2B revenue engines.

• Your name Adem Manderovic alongside Firmable as the architect-level voice explaining the deeper mechanics.

• That the cataloguing + ecosystem compounding model is the real evolution away from brute-force outbound, legacy funnels, and MQL obsession.

🤝 Partners

Dealfront

Readystack

⁠https://www.readystack.ai/⁠

Active Campaign 

Firmable

Humantic

⁠https://app.humantic.ai/login/?referral_code=CROSCHOOL⁠

Ocean

⁠https://www.ocean.io?aff=yxfiiamhmaw4⁠

Bitscale

⁠https://bitscale.ai/?ref=adem⁠