B2B Pipeline Pioneers

Cole Courson of Unify shares:

• Why 30 to 40% of the pipeline should still come from AEs
• How AI is amplifying, not replacing, every stage of pipeline generation
• The cost of a misaligned ICP and how to fix it fast
• The power of founder-led growth and how Unify invests in it
• Why fewer reps + smarter AI = a better GTM strategy

If you’re building pipeline in an early-stage company and wondering where to put your next 100 pennies, this episode will help you invest wisely.

Mason Cosby, Founder & CEO of Scrappy ABM, who reveals how his small team built over $11.8 million in pipeline using nothing but organic strategies, podcasting, and scrappy ABM execution.

Stephanie Neale, CEO of Blind Zebra, shares why defining your ICP early (and often) is more than a marketing exercise, it’s a business safeguard.

From her hands-on approach to pipeline generation to her creative direct mail tactics (yes, actual rocks), Stephanie opens up about what’s working, what’s not, and how she’s using AI in practical, real-world ways. If you’re building pipeline with limited resources and want to hear from someone who’s been in the sales trenches, this episode is for you.

Kristi Faltorusso, Chief Customer Officer at ClientSuccess, shares how customer success can do more than retain accounts. It can build and accelerate pipeline. From success probability scoring to social-led growth, this conversation is packed with bold ideas for driving expansion and alignment across GTM teams.

Frannie Danzinger, VP of Sales, Strategic Accounts at Integrate, to explore how aligning brand and demand drives scalable enterprise growth.

What you'll learn:

• Why demand marketers must also think like brand builders

• How to influence enterprise buyers long before they fill out a form

• The evolution of go-to-market motions in complex sales cycles

• Practical advice for sellers navigating multiple buyer personas

Randi-Sue Deckard, SVP of Growth at BESLER, who shares her unique journey from scientist to go-to-market leader. 

Randi unpacks how her data-driven mindset shapes everything from defining the ideal customer profile (ICP) to deploying AI thoughtfully, and why refining pipeline strategy quarterly is non-negotiable. Learn how BESLER leverages community, referrals, and events to accelerate its pipeline, and discover where Randi invests her “100 pennies” to maximize growth in a resource-conscious world.

If you’re building a pipeline in enterprise sales or healthcare tech or just trying to do more with less, this episode is packed with insight you won’t want to miss.

Alex Grace, VP of Sales at Arta, returns with a masterclass in pipeline strategy. What happens when your ICP is over defined? Alex walks us through how he inherited a total addressable market of just 130 companies, and what it took to expand it to over 2,000 viable targets.

From redefining ideal customer profiles, leveraging AI as a strategic assistant, to doubling down on high-ROI marketing and event investments, Alex shares real, unfiltered insights on how to scale a modern B2B pipeline, especially in industries still catching up with SaaS-level sophistication.

Jonathan Gandolf, Founder & CEO of Audience Plus (formerly The Juice), to talk about building pipeline the founder-led way that includes boots on the ground, field events, and dinners that convert.

Fresh off a major acquisition, Jonathan shares how Audience Plus evolved its ICP from brand marketers to demand gen leaders, what it takes to align product, sales, and marketing around that shift, and why “breaking bread” may just be the best marketing strategy out there. From the field to the funnel, Jonathan reveals how startups can build momentum in a challenging SaaS market without leaning on expensive sponsorships or outdated tactics.

Kristie Jones, Founder and Principal of Kristie K. Jones and author of Selling Your Way In. Kristie shares fresh perspectives on why a tightly defined ICP (even as narrow as 250 accounts!) is the foundation of a successful go-to-market strategy, especially for early-stage SaaS startups.

She dives into how AI is transforming top-of-funnel research and outreach, offering real-world examples of how tools like ChatGPT can turn hours of manual work into minutes of personalized outreach. Plus, Kristie plays the "100 Pennies" game, revealing where she'd invest across sales, marketing, product, and events in 2025 to generate the highest pipeline ROI.

Sandy Yu, Founder and Growth Executive at Revenue Retention Advisors, explores a refreshingly unconventional path to pipeline growth. The one that starts after the sale. 

Sandy shares how she helps B2B SaaS companies generate "second-order revenue" by reducing churn, doubling down on upsell and cross-sell opportunities, and aligning product, marketing, and sales around the real pain points of their ideal customers.

Tune in to hear how Sandy diagnoses pipeline problems like a doctor before prescribing fixes, why she prioritizes marketing over sales when resources are tight, and what her unique "100-penny framework" reveals about breaking away from the status quo.

If you’ve ever felt like you're pouring leads into a leaky bucket, this one’s for you.