Outbound is breaking — and most teams don’t even realise it yet.

In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing.

We break down how the SDR→AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today’s best sellers are doing differently: validating markets, leveraging relationships, and comping on actual revenue.

Scott shares what he’s seeing across 160 + companies and 12 unicorns, from collapsing cold-call pickup rates to the rebirth of in-person plays. We tie it back to CRO School’s Closed Circuit Selling™ — a system that gets sales, marketing, and product working in sync again.

Tune in and learn:

+ Why outbound is breaking — and what replaces it

+ How to comp on held meetings or revenue, not vanity KPIs

+ How to validate and catalogue your market for smarter timing

+ The new edge: AI + network + unscalable plays

If you’re a small-team B2B marketer or sales leader sick of empty pipelines and spam tactics, this episode gives you the modern framework to fix it.

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🔗 Links + CTAs

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🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 The Volume Game Is Dead

01:00 Why Scott Leese Ditched Outdated Playbooks

02:20 “Hobbyists with Pitch Decks”

04:40 Funding ≠ Success

07:18 Founders Must Sell First

10:50 What Great Sellers Do Differently

13:40 Validate the Market Before You Sell

16:04 How Predictable Revenue Broke Sales

19:40 Lost Coaching & Skill Decay

23:58 AI + Network + Unscalable Grit

26:50 Fix Your Sales Technical Debt

29:21 Stop Paying for Meetings Booked

32:00 The MQL Hamster Wheel

35:00 Rebuilding Sales–Marketing Handoffs

41:10 Cold Calls Are Dying

45:10 Referral Math That Opens Doors

46:20 In-Person Plays That Win

49:20 Deepfakes & IRL Trust

55:10 Scott’s 3 Bets for the Future

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E201 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales

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