Revenue Makers

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.

Is ABM the sum total of paid media? Not quite, but it’s a vital part of the strategy that can’t be overlooked. In this episode of Revenue Makers, hosts Saima Rashid and Adam Kaiser turn the spotlight on digital media’s role in Account-Based Marketing (ABM). They clear up the misconceptions and discuss effective tactics that can take your campaigns to the next level.Tune in for practical tips on using predictive technology, intent data, and technographics for successful ABM strategies.In this episode, you’ll learn:How to use intent data to enhance your paid media targeting and improve conversion rates.Why defining your Ideal Customer Profile (ICP) is crucial before launching any ABM campaign.How to effectively measure the impact of your paid media campaigns by tracking engagement metrics.Jump into the conversation:02:40: ABM as a company-wide strategy.06:15: Getting granular with targeting.12:47 Effective Use of ABM Channels.14:14 Advanced targeting strategies.26:19 Measuring success in paid media.

B2B marketing is no longer just about chasing leads and closing deals. It’s about creating unforgettable experiences that resonate long after the pitch. In this episode, Tom Stein, CEO and Founder of Stein, reveals the transformative strategies high-achieving B2B businesses are deploying to dominate their markets. You’ll discover why investing in creativity, unifying brand and demand, and focusing on customer experience are critical to massive revenue growth. Plus, hear about the groundbreaking documentary Everybody's Business and its mission to elevate B2B marketing on the main stage at Cannes. That’s right! We’re going Hollywood in this episode!Tune in to learn how you can leave a trillion dollars of enterprise value on the table – or join the ranks of leaders who seize it. In this episode, you’ll learn:How investing in creativity can significantly elevate your B2B brand and lead to increased revenue. And we back that up with successful case studies and examples of real-world impact.Why unifying brand and demand teams can result in a 200% increase in marketing-generated revenue.The importance of incrementality testing to justify budget allocation towards brand investment. Find out how top companies have effectively used this strategy to drive growth.Jump into the conversation:07:43 Unexpected festival experience solidifies B2B relevance.15:24 Mimi Turner promotes simple, creative strategies for B2B.16:17 LinkedIn event showcased power of brand demand.21:04 BDX creates dynamic omnichannel brand experiences.23:15 Top B2B brands leaving $1 trillion value.29:32 B2B not just business-to-business anymore.External Resources:New BDX Playbook - Unifying Brand and Demand - https://www.steinias.com/original-thinking/news/new-bdx-playbook-unifying-brand-and-demand/Everybody's Business Documentary - https://www.youtube.com/watch?v=pDXZ5pJ6Ka0

Jacco van der Kooij, founder of Winning by Design, brings his expertise in intelligent growth strategies to the forefront. He challenges the outdated growth-at-all-costs mentality, advocating for sustainable practices that prioritize recurring impact for customers. The discussion delves into essential customer targeting metrics, the evolving dynamics of SaaS sales influenced by AI, and the need for sales professionals to adapt to informed buyers. Jacco emphasizes the importance of creating value-driven interactions to foster genuine relationships in a rapidly changing landscape.

Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, shares her expertise on data-driven content marketing. She discusses revolutionizing your content strategy through intelligent operations and AI insights. Learn about the critical importance of content metadata and the four phases of content lifecycle management. Christine also emphasizes the need for tracking engagement data to refine personalization and improve business outcomes. Her roadmap reveals how adapting to technology can give you a competitive edge in the marketing landscape.

Bryan Bayless, VP of Revenue Center of Excellence at Gong, shares AI strategies for revenue growth. Topics include leveraging data for sales messaging accuracy, establishing a Center of Excellence for uniform data utilization, and using AI to automate tasks for revenue growth.

Aaron Ross, author of 'Predictable Revenue,' discusses evolving outbound strategies, specialization in sales, and the importance of trust and authenticity in driving sustainable revenue. He emphasizes embracing the unknown, entrepreneurship mindset, and standing out amidst competition and AI challenges.