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/

Slicing through the B2B sales noise requires more than tenacity; it demands strategic precision.In the high-stakes world of revenue generation, knowing your buyer's journey isn't just important—it's crucial. Enter Kerry Cunningham, renowned former Forrester and SiriusDecisions analyst and Head of Research at 6sense, as he joins Saima Rashid and Adam Kaiser to drop some truth bombs revealed in 6sense's new research on the buyer experience. In this episode, you’ll learn: 1. The strategic advantage of being the first vendor that potential buyers interact with, which the report shows, is a crucial factor in winning the business. Discover tactics for strategically positioning your solution to be top-of-mind early in the buying journey, ensuring you're a step ahead in the competitive race.2. The importance of understanding and influencing buyer requirements before the first sales conversation. With 78% of buyers having their requirements set by this time, learn how to engage and educate your prospects beforehand, so your solution becomes the benchmark against which all others are measured.3. Practical steps to align your marketing and sales teams for a cohesive buyer journey, focusing on consistent messaging and technology integration. Learn why a unified front is key to delivering a personalized and effective engagement strategy that resonates with buyers at all stages, especially crucial decision-makers.Things to listen for:00:00 Experienced tech sales and marketing professional in SF.06:12 Understanding the B2B buying process is crucial.07:02 Understanding B2B buying: complex, group-oriented decisions.13:21 Doubtful buyers seem set on initial requirements.15:19 Sales reps' perspectives are important for strategy.18:14 Effective sales strategy requires clear account focus.21:51 Addressing buyer persona challenges with relevant content.24:10 Syncing marketing and sales with technology is critical.27:18 Study finds adding vendors increases buying team workload.31:25 Focus on key vendors for early prospects.34:41 Kerry doesn’t care much for curling.Resources:Check out the full research report: https://6sense.com/report/buyer-experience

In this episode of 6sense, Molly Bruckman, Head of Growth at Mutiny, takes us on an exhilarating journey through their groundbreaking campaign, "Surv-ai-vor". Discover how she orchestrated one of the most unconventional revenue-generating strategies of the year, leveraging the power of AI and gamification to achieve remarkable results.Tune in as Molly shares the secrets behind the success of "Surv-ai-vor", as well as her strategic approach to audience engagement, the pivotal role of influential speakers, and the game-changing results that followed. Learn how a well-executed gamified learning experience can transform revenue generation and deliver a 40X ROI.If you're a revenue leader or aspire to be one, this episode is your ticket to unlocking new heights of success. Join us to gain actionable insights and inspiration to revolutionize your revenue game plan. Get ready to drive substantial ROI and take your revenue strategies to the next level.In this episode, you’ll learn: 1. Evolving Skills in the Age of AI: Molly Bruckman discusses the changing landscape of marketing and the impact of AI on marketers' skill sets. Learn how AI empowers marketers to become more broad and versatile in their approach, augmenting weaker skills and enabling a more holistic approach to marketing strategies.2. Gamifying Learning for Practical AI Workflows: Get insights into how Mutiny's "Surv-ai-vor" campaign leveraged gamification to engage users in learning practical AI workflows. Discover how they incentivized participation, utilized customer referrals, and leveraged social sharing to drive engagement, and how these strategies could be adapted for your revenue projects.3. Lessons Learned and Future Strategies: Understand the challenges faced and lessons learned from the Survivor campaign, and gain valuable insights into planning, project management, and execution. Discover how to avoid bottlenecks and optimize distribution, and gain practical advice on content repurposing and shelf life considerations. Get ready to level up your revenue strategies with real-world learnings from this engaging episode.Things to listen for:00:00 Transitioned from analyst to consultant, joined Mutiny.04:27 Customers earn rewards through interactive punch cards.06:31 Making AI practical for customers, not just theoretical.12:33 Selecting top speakers to attract the right audience.14:45 Efficient event registration system with backup site.17:09 Creating media sponsors, incentivizing engagement, repurposing content.23:39 LinkedIn profile picture, marketing team, planning mistakes.26:58 Positive feedback on event, expecting future inspiration.Resources:Mutiny’s “Surv-AI-vor”: https://games.mutinyhq.com/

AI is not the future of revenue generation; it's the NOW.Nicole Leffer, an esteemed AI consultant, dispels the myth that AI is a job thief and asserts that avoiding AI tools now could be detrimental to your job later. In this powerful episode of Revenue Makers, Nicole, alongside hosts Saima Rashid and Adam Kaiser, unveils the transformative power of AI in enhancing efficiency and elevating content quality without diminishing the workforce.With Nicole's insider perspective, learn why immediate AI adoption isn't just wise, it's imperative. If you're not already employing AI, you're lagging behind—don't let the fast pace of technological change leave you in its digital dust.In this episode, you’ll learn: 1. The essential role AI adoption plays in keeping your revenue teams competitive and efficient, and how resistance to these tools could threaten future job security. Nicole’s experience underscores that AI is an enhancer, not a replacer, of human talent—leading to an improved quality and consistency in tasks such as BDR outreach and content creation.2. Strategies to successfully integrate AI-generated content into your marketing efforts, ensuring it stands out and remains distinctive. As Nicole highlights, the key to differentiation in an AI-dominated landscape is infusing content with unique ideas and maintaining a focus on the human reader—even as SEO evolves to prioritize original concepts over keywords.3. The critical importance of leadership in fostering an organizational culture of AI readiness, adaptability, and continuous learning. Nicole advocates for an approach that values curiosity and an experimental mindset among team members while emphasizing the significance of a foundational AI tool to streamline adoption and maximize impact across the board.Things to listen for:00:00 AI benefits individuals by addressing weaknesses.05:06 Transitioned from marketing to AI consulting unexpectedly.06:38 Utilized Grammarly and generative AI for writing.12:08 Clear AI policy crucial for company security.15:28 Inform team, implement AI, celebrate successes publicly.19:19 Younger professionals may need support adapting technology.22:39 Refusing AI tools may cost your job.26:14 Focus on relevant AI updates for success.29:38 AI writing for human reader with SEO.32:10 Seek candidates with curiosity, adaptability, and learning mindset.35:22 Establish core foundational tool before introducing others.38:12 Evaluate AI tools in the context of funding.41:01 …sugar?!

It’s taking more resources to earn the same number of returns, whether it’s revenue or prospects. Latané Conant, Chief Revenue Officer at 6sense, coined a term for it: B2B inflation. It’s why it’s imperative for business leaders to understand how they can best allocate their precious resources to achieve healthy growth.On this episode of Revenue Makers, Latané shares her thoughts on navigating B2B inflation and managing dwindling resources. Listen to learn how to stand out among other businesses and capitalize on the engagement you do have.In this episode, you’ll learn: Surrounding yourself with crazy driven people enables you to achieve great things.It’s more important now than before to focus your resources on your ideal customer profiles to minimize your waste. Adopting generative AI can enable massive productivity boosts without needing to hire additional employees.Things to listen for:[03:51] Defining B2B inflation[08:24] Addressing B2B inflation within the company[13:30] Balancing healthy growth with tightening budgets[19:06] Planning in a time of B2B inflation[21:56] Maximizing your time in front of customers[24:29] Tips for executing well in the current economy[26:35] Wrapping upResources:6sense RevenueCity: https://revcity.6sense.com/home/

OK, so a new tactic for your revenue teams is introduced. It makes total sense. It’s going to make their lives easier (and their bonuses bigger)...why the heck aren’t they adopting it?Casey Carey knows the answer. On this episode of Revenue Makers, Casey Carey, Chief Marketing Officer at Quantive, shares stories of how the strategic approach to marketing and generating revenue has helped his company grow effectively. Listen in to understand just how the philosophy works and how you could implement it into your business. And, he reveals the secret he uncovered as to why more teams aren’t adopting this “no-brainer” approach (and how he overcame it with his teams).In this episode, you’ll learn: Beginning at the account-level is the foundation of an account-based strategy.Accounts-based marketing can form the basis for solid decision making.While the philosophy isn’t perfect, it could potentially be the best in the industry so far.Things to listen for:[00:22] What is an Account-Based Marketing Strategy?[06:24] Key Criteria for ICPs[14:22] How the CMO Role has Evolved [19:41] Changing Metrics for an Account-Based Strategy[21:21] Casey’s Account-Based Success Story[28:15] The Important Role of Technology[31:48] The Most Ridiculous Thing Casey Had to Do

HOT TAKE:Revenue generation does not rest solely on the shoulders of sales and marketing teams.Every member of an organization has a vital role in the revenue equation, and a well-executed plan is the key to sustainable success.In this episode, Kristi Faltorusso, Chief Customer Officer at Client Success, shares the strategies and mindsets she uses in her organization to cultivate a one-revenue team.As you’ll hear, it’s all about ensuring team alignment with a North Star metric and sustaining that original plan throughout all quarters, not just the first. In this episode, you’ll learn: How the shape of your customer success efforts depends on your big-picture business goalsHow accountability and ownership are critical ingredients for successful customer success teamsWhy metrics don’t exist in a vacuum; checking them against others helps you determine their accuracyThings to listen for:[02:04] Introducing Kristi [04:35] What it means to be a one-revenue team[09:43] Aligning teams under a North Star metric[11:26] The challenge of enablement[14:41] Rethinking CSM processes[19:47] Tracking short, medium, and long-term goals[26:09] Investing in customers[30:34] The most ridiculous thing Kristi had to do