Revenue Makers

Measuring the success of an event goes beyond high attendance—it's about targeted strategy and post-launch impact.In this episode of Revenue Makers, EJ Oelling, VP of Account-Based Experience at 6Sense, drives home the point that a picture-perfect event isn’t enough. What counts is crafting experiences that boost sales, increase win rates, and cultivate meaningful connections with accounts. Think of this episode as your primer on how to align event planning with strategic objectives and create experiences your prospects won’t soon forget! In this episode, you’ll learn: Why it's important to connect your end goals with event planning. Doing this helps you make smarter decisions with data that amp up your revenue strategy.The critical role of cross-functional collaboration for event marketing. Getting everyone on the same page, like sales and other market teams, can accelerate deals and increase win rates.How adopting advanced success metrics, such as event influence on sales and win rates, will provide a full picture of your events’ performance and enable you to refine your strategy overtime. Things to listen for:05:23 Increase targeted marketing for better ROI06:39 Building events backward from end goal data10:52 Improving customer engagement and tracking event effectiveness16:09 Maximizing trade show impact through varied approaches21:14 Engage without boring, sell without selling. Unique 6th sensory supper concept25:58 Field marketing team drives targeted event marketing27:27 Strategizing client incentives for individualized engagementResources:More from 6sense: https://6sense.com/revenue-makers/

It’s not just about getting more leads; it’s about getting the right ones. Changing how you make money isn't just about trying lots of things - it's about being precise and purposeful. Alex Olley, CRO and co-founder of Reachdesk, reveals how they boosted their success by focusing on a small, carefully chosen group of accounts.Staying successful in a constantly changing market means staying focused and using strategies that fit. Shifting your team's thinking and workflow to this focused approach can be tough, but it's important for being effective and working well together.Discover why making the counterintuitive choice to "go small" could be the key to success.In this episode, you’ll learn: How focusing on accounts showing strong interest can help you win more deals. Alex Olley's experience at Reachdesk shows that concentrating on these high-interest accounts can make your team's work more efficient and drive efficient spending that aligns sales and marketing goals.How to overcome internal resistance and coordinate across teams to pivot to a new, account-based approach. Learn from the challenges and breakthroughs Reachdesk faced in transitioning their go-to-market strategy, and how they educated and aligned their board, sales, and internal teams to adopt a more targeted and efficient sales process.How adapting your ideal customer profile based on market changes and buyer behavior is crucial for expanding into new areas. Alex Olley's advice highlights how updating your ICP as industries change can keep your organization flexible and ready for new opportunities.Things to listen for:00:00 Focusing on product tools, reaching potential clients.03:21 Focus on intent, target buying stage accounts, innovate events.09:15 Challenges of transitioning marketing teams to adapt.11:28 Precise, sustainable growth, new approach required.16:16 Change management crucial; varied for each company.17:11 Sellers transitioning to facilitators due to changing market.23:00 Prioritize data, focus on retention, involve key players.25:02 Marketing identifies new industry verticals for sales.29:57 Founders skeptical, pursued stealth account-based marketing successfully.32:19 Grateful for the unconventional yet enlightening experience.Resources:More from 6sense: https://6sense.com/revenue-makers/

It’s BDR appreciation week on this episode of Revenue Makers!Sam Gong, SVP of Marketing at WorkSpan, shares his journey from marketing to sales and back again and how his experience earned him a unique perspective on the crucial role of the BDR in the sales and marketing ecosystems. Sam shares his insights on the mission-critical strategies for go-to-market and revenue generation, his stance on BDRs within the marketing vs sales debate, and the essential traits that make a BDR exceptional—even as their responsibilities shift thanks to an AI-driven future. Join hosts Saima Rashid and Adam Kaiser in an illuminating conversation that just may change how you approach outbound marketing, the role of the BDR, and utilizing AI to impact your sales efforts. In this episode you’ll learn:How to adapt outbound strategies to evolving market demands. Sam challenges the notion that outbound is dead, while also stressing the importance of reinventing customer engagement strategies to cut through the clutter of digital noise. How critical it is to maintain human empathy. Sam advocates for an approach that pairs analytics with expertise and reminds us all that spreadsheets are no replacement for our own human understanding.How to best embrace new technologies. Sam discusses how the role of the BDR is changing thanks to technological advancements like the rise of AI. The key to mastering new innovation is all in the approach: augmenting your efforts rather than replacing them. Things to listen for: 05:53 How the BDR role us changing due to Artificial Intelligence. 09:50 How persona research through buyer interaction can help establish empathy.11:33 AI demos lack genuine human empathy in marketing.15:16 Embracing new technology is key to growing your career. 22:25 Successful BDRs approach marketing with empathy. 28:04 How to leverage partnerships for efficient marketing and growth.Resources:More from 6sense: https://6sense.com/revenue-makers/

Discover the importance of choosing meaningful metrics, storytelling in data presentation, and fostering a culture of transparency and continuous evaluation. Learn how to align KPIs with company goals, make data resonate with stakeholders, and adapt performance measurements to changing business environments.

Tech+Strategy. It’s the art+science that every CMO’s gotta nail. But it’s hard.Heidi Melin, Senior Operating Advisor for Hellman Friedman, reveals how to elevate your organization’s revenue performance to an art from. Heidi simplifies the complex link between marketing investments and business outcomes, emphasizing the importance of precision targeting and AI efficiency.Challenge your views on marketing's role in revenue generation as Saima Rashid and Adam Kaiser extract insights from Heidi's rich career. Discover the power of taking risks and leveraging the unexpected in strategic marketing.This episode isn't just a conversation; it's a game-changing plan for revenue leaders eager to create a strong marketing strategy that aligns with sales and sets the pace for market success.In this episode, you’ll: Discover how honing in on your ideal customer profiles (ICPs) not only sharpens your marketing strategy but directly aligns your efforts with the field organization, resulting in a smoother and more cohesive journey toward your revenue goals.Learn how the evolution of revenue operations serves to unify your marketing and sales data, fostering collaboration and creating a single source of truth that drives effective measurement, visualization, and overall revenue growth.Unpack the growing role of generative AI in marketing, from content creation to data analysis, and find out how embracing these tools can elevate your team’s output and ensure you’re making informed, tech-forward decisions that resonate with your market segment.Things to listen for:00:00 Building community, recruiting and due diligence involvement.03:10 Passionate about practical marketing experience and growth.07:59 CMOs face challenges in budgeting and AI.09:31 Using AI to improve marketing team productivity.14:38 Emphasize long-term pipeline for successful sales.18:26 Marketing and sales need to align data.23:33 Discussion on AI implementation in products and growth.25:57 Companies test AI impact on existing tech stack.28:02 Focus on understanding your target for success.32:54 Connecting marketing efforts to business outcomes is crucial.35:47 Leveraged relationships led to terrific results.Resources:More from 6sense: https://6sense.com/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?!