Predictable B2B Success

What happens when a trained mental health counselor applies therapeutic models to B2B marketing strategy? In this episode of Predictable B2B Success, host Vinay Koshy speaks with Rai Hyde Cornell, CEO and strategic marketing consultant at Cornell Content Marketing, whose unconventional journey from psychology and criminology into marketing has fundamentally changed how they approach demand generation. Discover how Rai harnesses behavioral psychology—borrowed straight from clinical therapy—and weaves it into brand messaging, organic content, and buyer journey mapping for SaaS and B2B companies. Rai shares the secrets behind their “elite method,” reveals why investing in deep buyer psych profiles is a game-changer, and explains how to truly connect with the 95% of your audience that isn’t ready to buy (yet). Additionally, gain practical insights on transitioning from high-pressure sales tactics to long-lasting, trust-building content, uncovering unspoken buyer objections, and striking a balance between empathy and scalable results. If you’re curious about banishing manipulative marketing, want to know exactly how to engineer organic demand, or are eager to learn which tried-and-tested psychological models work best in B2B, this episode is for you. Tune in for a rare blend of brain science and business wisdom—perfect for the marketer who wants to think deeper and act smarter. Some areas we cover in this episode include: Rai’s transition from mental health to marketing and how psychology informs their approach.Applying behavioral psychology models to marketing (e.g., stages of change, cognitive behavioral therapy).Long-term organic demand generation versus short-term tactics, such as ads.The ELITE Method for educating and nurturing buyers through modular, stage-based content.Structuring content to align with the buyer’s journey and decision-making process.Identifying and targeting different decision makers and gatekeepers within B2B accounts.Research methods for buyer insights (interviews, forums, feedback loops).Balancing thorough buyer research with the need for fast marketing results.Choosing meaningful metrics and behavioral indicators at each stage of the funnel.Using AI in content creation—its value as a tool and its limitations compared to human insight.And much, much more...

What do world-class persuasion, the secret storytelling power of “Baby Mozart,” and the real reason most B2B startups fail all have in common? In this episode of Predictable B2B Success, we’re joined by Dr. Yaniv Zaid, aka Dr. Persuasion, an economist, attorney, public speaking coach, and the author of 11 bestselling business books, including The 21st Century Sales Bible. Broadcasting from Tel Aviv but consulting with companies worldwide, Dr. Zaid reveals why so many organizations struggle to turn technical brilliance into commercial success and how a simple shift in communication can transform the fate of your business. If you’ve ever wondered why your incredible product isn’t winning over customers or if your marketing team keeps missing the emotional mark, Dr. Zaid shares actionable frameworks to bridge the gap between tech teams and buyers, plus the art of “selling the problem before the solution” (using examples that will stick with you). He unpacks the psychology behind how buyers make decisions, the four crucial steps every sale must pass through, and the overlooked power of social proof and storytelling, even for the most technical founders. Prepare for myth-busting insights and practical tactics that could change the way you pitch, write, and sell. Dive in; you might discover the persuasion secrets your business never knew it needed. Some areas we explore in this episode include: The Importance of Communication in B2B: Why poor communication leads to failure and the need to bridge knowledge gaps.Yaniv Zaid’s Background in Persuasion: His journey from debate and law to helping organizations persuade and connect.Common Startup Mistakes: Overemphasis on product development at the expense of sales and marketing.Focusing on Problems, Not Just Solutions: The value of selling by addressing the customer’s core problem.Translating Technical Jargon: Making complex ideas understandable to non-technical audiences.Balancing Logic and Emotion: Combining facts with storytelling to connect with clients.The Know, Like, Trust, Buy Framework: The buying steps every client takes.Effective Web and Copywriting: Structuring websites and marketing messages to prioritize customer pain points.Storytelling and Social Proof: Using stories and testimonials to build trust and credibility.Customer-Centric Mindset: Always focusing on customer needs and emotions over features.And much, much more...

What if the secret to explosive sales growth isn't just about having the best product but about creating genuine trust and joy in every deal you close? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Bob King—seasoned sales expert, author of The Joy of Closing, and former filmmaker—to explore why the traditional, product-centric sales mindset falls short in today's complex B2B landscape. With insights drawn from decades of experience spanning retail, B2B, in-home sales, and even the film industry, Bob challenges conventional wisdom about closing, persuasion, and providing value. Why do so many B2B brands struggle to connect with real decision-makers and lose prospects not to better solutions, but to perceived apathy and indifference? How can one pitch, delivered with sincerity and emotional intelligence, change your company's whole trajectory? And what can storytelling and a bit of "one-call magic" teach us about influencing the buying committee, without resorting to tired sales tactics? Get ready for candid stories, practical frameworks, and hard-earned advice that could transform the way you approach trust-based selling forever. If you've ever wondered what it means to close with integrity—or found yourself wishing for a bit more joy along the way—this conversation is for you. Some areas we cover in this episode include: Trust-Based Selling: Shifting from product-focused to trust-building approaches in B2B sales.Common B2B Sales Challenges: Navigating complexity, multiple decision-makers, and customer indifference.One Call Close Philosophy: Maximizing impact during initial meetings and why it matters in B2B.Crafting Effective Sales Pitches: The importance of storytelling, emotional engagement, and clarity.Overcoming Resistance: Strategies for addressing objections and moving buyers toward decisions.Avoiding "Salesy" Behaviors: Reframing closing as service, not manipulation.Role of Storytelling: Using company and personal stories to connect with buyers.Driving Change and Commitment: Helping customers overcome discomfort with new decisions.Personalization & Emotional Intelligence: Treating clients as individuals rather than forcing rigid personas.Sales Coaching & Leadership: The need for leadership buy-in and connecting company vision to sales success.And much, much more...

Think customer support is just a cost center? Think again. In this episode of Predictable B2B Success, host Vinay Koshy speaks with James O’Brien, COO of Ducky, a cutting-edge AI-powered customer platform, to challenge the traditional narrative around support teams and explore how artificial intelligence can transform them into engines of sustainable revenue growth. James shares his entrepreneurial journey from Nashville musician to fintech founder to leading an AI startup, revealing surprising insights from hundreds of industry conversations and candid lessons learned from high-growth fintech and asset management roles. Hear him uncover why most organizations are missing out on the massive knowledge buried within their support channels, why traditional BI and AI tools fall short, and how clever use of automation can not only boost productivity but reduce burnout and supercharge customer happiness. Curious about the real ROI of AI in support? Want to know why trendy industry metrics like CSAT might be misleading—and what you should be measuring instead? James digs into practical examples and hard-won wisdom you won’t hear elsewhere. If you’re a leader looking to leverage your support team in brand new ways or love a fresh perspective on AI’s impact on business, you won’t want to miss this one! Some areas we explore in this episode include: Customer Support as a Revenue Driver – Rethinking support as a source of business growth, not just a cost.Impact of AI in Customer Support – How AI tools like Ducky can improve efficiency and insight.Barriers to AI Adoption – Addressing costs, trust, low BI maturity, and change resistance.Knowledge Management Challenges – The issue of siloed information and how AI can solve it.Voice of the Customer Insights – The limitations of current customer feedback practices versus better, AI-driven methods.James O’Brien’s Entrepreneurial Path – How James’s background shaped his approach to business.Importance of Relationships in Business – Building trust and partnerships for long-term success.Misconceptions about AI in Support – AI as an enabler rather than just a job-replacer.Empathy & Team Wellbeing – The role of empathy, burnout, and happiness in support teams.Scaling Startups & Smart Hiring – Lessons on balancing hiring, process improvement, and growth.And much, much more...

What drives B2B marketing success—and why do so many companies get it wrong? In this episode of Predictable B2B Success, we sit down with Andy Culligan, a straight-talking marketing leader, fractional CMO, and former CRO with a wealth of experience steering SaaS brands through turbulent growth. Andy gets candid about why 79% of marketing leads go nowhere and how the disconnect between sales and marketing is silently draining your revenue potential. Listen as Andy unpacks the real secrets behind turning your marketing into a revenue machine (hint: there’s no magic bullet, just honest, consistent work) and why fancy attribution models might not be as valuable as you think. Discover the “human interface” role of SDR teams, the power of true sales-marketing alignment, and why some of the most critical tactics—like analyst relations and active thought leadership from company executives—fly under the radar until it’s almost too late. If you’ve ever grappled with stagnant pipeline, siloed teams, or wondered when it’s time for a fractional CMO, Andy’s battle-tested frameworks and blunt advice will give you a fresh perspective on how to unlock your business’s next growth phase. Don’t miss this episode, brimming with actionable insights and surprising truths. Some areas we explore in this episode include: Marketing as a Revenue Driver – How effective marketing directly impacts business growth and revenue, particularly in SaaS and B2B.Sales and Marketing Alignment – The necessity of tight collaboration between marketing, sales, and SDR teams.Evolving Marketing Mindset – Andy’s transition from traditional marketing to a revenue-focused approach in tech.Demand Generation & Brand Consistency – The importance of consistent, holistic demand generation and brand efforts.Marketing Attribution Challenges – Difficulties in measuring marketing’s impact on revenue and why practical metrics matter.Fractional vs. Full-Time Leadership – When to hire a fractional CMO, common hiring mistakes, and scaling leadership.Scaling Teams Through Growth Stages – When and how to grow marketing and SDR teams as companies scale.Account-Based Marketing Strategies – Concrete ABM tactics that engage high-value accounts with tailored plays.Short-Term vs. Long-Term Marketing Needs – Balancing immediate revenue goals with brand-building activities.Overlooked Growth Levers – The importance of analyst relations and getting executives involved in brand efforts.And much, much more...

What if everything you know about B2B sales prospecting is due for a radical rethink? In this episode of Predictable B2B Success, we sit down with Mike LaRusso—a seasoned sales consultant with forty years of in-the-trenches experience and the author of "The Sales Professional Survival Guide: A Blueprint for Tactical Prospecting." Mike is on a mission to disrupt outdated sales mindsets, unpacking why most traditional prospecting methods are less productive than you think and revealing how intuition, analytics, and relationship-driven tactics can transform your sales pipeline. You'll hear Mike's refreshingly frank perspective on why leadership is often the bottleneck to sales success, how the misunderstood alliance process can unlock game-changing results, and why the proper prospecting tactic could mean the difference between cold-call drudgery and high-performance revenue growth. Whether you're a sales rep, leader, or founder, get ready to question your assumptions, rethink your KPIs, and discover how the future of B2B sales is being redefined—one strategic relationship at a time. Don't miss this thought-provoking conversation that could make you see prospecting in a whole new light. Some areas we explore in this episode include: Mike's sales background – Starting at age 16 and his extensive industry experience.Intuition in sales and formal methodology – Turning intuition into a structured methodology.Problems with traditional sales leadership – How leadership mindsets inhibit sales success.Importance of prospecting – Why prospecting is the foundation of sales.Using data analytics and systems – Applying metrics and analytics to sales processes.The Alliance Process – Building and leveraging alliances for better lead generation.Impact of automation and AI – How automation is changing prospecting and SDR roles.Effective sales metrics – Focusing on appointment ratios and closing rates over just activity counts.Driving leadership buy-in – Challenges in convincing sales leadership to adopt new methods.Hiring for business development mindset – What to look for in sales hires and how to train them.And much, much more ...

What does it take to build a business that grows beyond your wildest dreams—without losing yourself along the way? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Scott Ritzheimer, CEO of Scale Architects and author of The Founder's Evolution, who has helped launch nearly 20,000 businesses and nonprofits before turning 35. Scott shares the untold story behind rapid, sustainable growth—and the unexpected personal challenges that come with it. You'll hear firsthand how Scott resurrected a failing company during the 2008 financial crisis, what he learned by navigating the seven distinct stages every founder faces, and why most entrepreneurs experience frustration at critical transition points. How do you know if you're a "reluctant manager"? What's the secret to building a team you can truly scale with? And why is clarity of vision—and joy—in business more important than chasing arbitrary revenue milestones? Brimming with honest stories, practical frameworks, and questions that turn traditional business advice on its head, this conversation will help you pinpoint exactly where you are on your founder's journey—and what to do next. If you want to create not just predictable revenue but predictable fulfillment, don't miss this episode! Some areas we explore in this episode: Scott Ritzheimer's Background – His journey through Start Church and early entrepreneurial experiences.The Seven Stages of Founder Growth – An overview and explanation of key founder stages from dissatisfied employee to visionary founder.Predictable Success – What it means, both organizationally and personally, for founders.Identifying Growth Stage Transitions – How to recognize and manage moving from one founder stage to the next.Overcoming Early-Stage Business Challenges – Real stories about dealing with chaos, debt, and survival at Start Church.People vs. Systems – The importance of hiring the right people at certain stages before focusing on systems.Vision and Mindset – Why founders need a clear, personal vision and adaptable mindset at every stage.Letting Go and Leadership Evolution – Shifting from doing everything to building and leading executives and teams.Addressing Founder Burnout and Alignment – Pros and cons of scaling, exits, and aligning business with personal fulfillment.Practical Tools and Resources – Assessments, the Founder's Evolution book, and actionable steps for identifying your current stage.And much, much more...

What if you discovered that 79% of your company’s top-line revenue could be slipping away, right under your nose, all because of outdated billing and invoicing processes? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Randy Wootton, CEO of Maxio, to dig into one of the most overlooked deal killers and revenue drains in B2B SaaS: broken financial operations. With over 25 years in tech and a history of scaling and exiting firms, Randy brings deep, candid insights from the frontlines of SaaS operations. Together, they unpack why so many CFOs still cling to spreadsheets, how to create a culture of accountability and data-driven decision-making, and why getting serious about monetization, beyond customer acquisition and retention, can exponentially boost your company’s valuation. You’ll also hear behind-the-scenes stories of SaaS mergers, the battle to win over finance teams, and why nailing your monetization strategy is now a CEO’s must-have skill. Whether running a startup, growing a SaaS company, or steering a PE-backed venture, this episode is packed with real-world lessons and contrarian takes you can’t afford to miss. Ready to get funded—and stay funded? Let’s dive in. Some areas we explore in this episode include: Problems in B2B Billing & Financial Operations: Common issues like revenue leakage, billing errors, and spreadsheet dependence.What Maxio Does: How Maxio connects CRM and general ledger systems to streamline financial processes for B2B SaaS.Randy Wootton’s Leadership Journey: His background in the military and tech and how that shaped his leadership approach.Execution, Metrics & Growth Culture: The importance of accountability, data-driven execution, and fostering an environment of continuous improvement.CFO Mindsets and the Move From Spreadsheets: Why CFOs resist change and how companies can encourage adoption of automated systems.AI and Data Insights in Financial Ops: How Maxio and similar platforms are moving toward more intelligent, AI-driven analytics and business insights.Monetization Strategies for SaaS Companies: Monetization (pricing, packaging, value capture) matters as much as acquisition and retention.Maxio’s Pricing Model: Details on its billing-based pricing and why this approach benefits customers.Brand Strategy After Merger: Lessons from combining SaaSOptics and Chargeify into Maxio, and the challenges of rebranding.Get Funded, Stay Funded: The “dolphin strategy” for SaaS businesses—balancing growth, profitability, and investor expectations.And much, much more...

In this episode of the "Predictable B2B Success" podcast, host Vinay Koshy delves into the dynamic business consulting and growth strategy world with the versatile entrepreneur and finance expert Tim Calise. Tim, renowned for his meteoric achievements, including raising an astounding $325 million for his first hedge fund by age 25, dives deep into his journey and the insightful lessons he learned. Discover Tim's transition from an inquisitive child with a penchant for recreating systems to a strategic business consultant eager to help others navigate the intricate landscape of entrepreneurship. With a focus on aligning product, pricing, and positioning, Tim shares his unique "product to profit" framework—a game-changer for business owners eyeing sustainable success and lucrative exits. But the episode doesn't stop there. Explore how businesses can differentiate themselves amid stiff competition and the hustle of modern market dynamics. Uncover secrets to transforming acquisition costs into profit centers and discover why a market of one might be your business's missing link. Join us for a conversation packed with actionable insights designed to fuel your entrepreneurial spirit and craft a roadmap for success. Whether you're a seasoned founder or an aspiring entrepreneur, Tim's strategies will ignite your business aspirations. Some areas we explore in this episode include: Tim's Entrepreneurial Journey: Tim shares how he knew he wanted to be an entrepreneur from an early age and his experiences growing up.Business Consulting and Co-creating: Tim discusses his transition to business consulting and why he decided to co-create with other founders and business owners.Challenges for B2B Brands: Vinay and Tim discuss the struggles B2B brands face in aligning profit with business exit strategies.Product to Profit Framework: Tim introduces his Product to Profit framework and how it helps businesses succeed.Personal Area of Strength: Tim identifies his personal area of strength as aligning investor mindset with on-the-ground experience.Customer Acquisition and Profitability: Tim explains how building a profitable acquisition system turns acquisition costs into a profit center.Creating a Market of One: The idea of differentiating by niching down to create a unique position in the market.Strategic Pricing and Tiers: The importance of having a three-tier pricing system to cater to different client needs and maximize profit.Overcoming Entrepreneurial Challenges: Discussion on how to counter the loneliness and mental exhaustion that can come with entrepreneurship by having a support system and focusing on core strengths.Future Business Trends: Tim shares insights on the importance of recurring revenue and how live events can differentiate businesses in a competitive market.And much, much more ....

Have you ever wondered if your drive for success could be holding your business back? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Scott Anderson, serial entrepreneur, author of You’re Not Toast, and founder of Double Dare, to expose the hidden dangers of burnout for high-achieving professionals and founders. Scott shares his raw journey: from launching 10 companies and selling eight to hitting a wall of exhaustion that sleep, weekends, and vacations couldn’t fix. You’ll discover why the very grit and hustle that fuel growth in the early days can quietly transform into a ceiling on your revenue—and even endanger your health and business. Scott unpacks the subtle signals leaders often miss, explains why hustle culture is not a strategy for scalable success, and reveals actionable techniques, like his 5-second R&R method, to break the burnout cycle quickly. If you’re secretly feeling stuck, tired, or can’t scale past that next revenue milestone, this conversation will challenge everything you think you know about perseverance, leadership, and growth. Tune in to learn how saying no and letting go might be your smartest business move this year. Some areas we explore in this episode include: Scott Anderson’s Personal Burnout Experience: How Scott recognized his own burnout and began seeking solutions.Burnout in High Achievers: Why successful professionals are especially at risk of burnout.The Double-Edged Sword of Perseverance: How traits that drive business success can also lead to burnout.Scaling Challenges and Revenue Plateaus: Mistakes entrepreneurs make when trying to grow their businesses beyond early milestones.Early Warning Signs of Burnout: Key symptoms and overlooked indicators of burnout in leaders.Delegation and Building Systems: The need for founders to delegate and build scalable systems to prevent burnout and enable growth.Shifting Leadership Mindsets: Moving from founder-centric leadership to a more humble, team-oriented approach.Hustle Culture vs. Sustainable Growth: Debunking the myth that nonstop hustling leads to long-term success.Practical Burnout Prevention Techniques: Tools like the R and R Technique for managing stress on the go.Implementing the Burnout Breakthrough Method: How Scott’s approach boosts cognitive capacity and resilience for leaders and their teams.And much, much more...