Revenue Makers

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For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution.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