Beyond Revenue – Narratives of Revenue Leaders [with Michael Jäger]

How do you actually prove that brand drives revenue, without overcomplicating attribution or falling back on “it’s long term, trust us”?

In this episode of Beyond Revenue – Narratives of Revenue Leaders, Michael Jäger sits down with Guta Tolmasquim, Founder & CEO of Purple Metrics, a machine learning platform that connects brand, media, and organic signals directly to revenue outcomes.

In this conversation, we talk about:

• Why brand is so notoriously hard to connect to revenue

• The most common mistakes companies make when trying to “measure brand”

• How Purple Metrics uses machine learning to connect podcasts, billboards, TV, YouTube, performance marketing and more into one simple view

• Real examples of how shifting spend and timing transformed results

• Why RevOps should treat brand as a core part of their toolkit

• The shift from an engineering mindset (“we know the machine”) to a scientific mindset (“we test, learn, and adapt”) in marketing

• What the future of marketing measurement looks like in a world of AI, fragmented media, and audience-of-one experiences

If you’re a RevOps, marketing, or revenue leader trying to bridge the gap between brand and pipeline, this episode will give you a more practical, measurable way to think about brand’s role in revenue.

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In this episode of Beyond Revenue – Narratives of Revenue Leaders, Michael Jäger talks with Emelie Linheden, VP of Marketing at Younium and former first marketing hire, about what it really takes to scale SaaS marketing from a single market to a global footprint.

You’ll hear about:

• Why SaaS marketing is much more than lead generation
• How to build a scalable, global marketing foundation with local execution
• Turning marketing into a true growth partner from day one
• Driving expansion, retention and advocacy in complex, higher-ACV deals
• Leading a remote, multicultural marketing team across regions
• How Younium thinks about hybrid growth, PLG elements and partners

Emelie also shares her core principle for SaaS growth: deep respect for your ICP and long-term relationship building across the whole customer lifecycle.

Perfect for B2B SaaS founders, revenue leaders and marketing leaders heading towards or beyond €10M ARR.

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What really happens when you put sales and marketing under one roof?

In this episode of Beyond Revenue – Narratives of Revenue Leaders, Michael Jäger sits down with Laura Keddi, VP Sales & Marketing at egroup.io / ebuero AG, to talk about the realities behind “The Power of One”: one commercial organization, one set of goals, one customer journey.

Laura shares how she:

• Broke down long-standing silos between sales and marketing

• Moved both teams from channel/KPI thinking to shared revenue ownership

• Reduced customer acquisition costs while improving conversion and customer experience

• Keeps balance as a marketing-native now leading the whole commercial engine

You’ll hear concrete tactics like:

• Monthly business reviews that forced both teams to speak the same language

• Moving away from separate sales vs. marketing targets towards joint, high-level revenue goals

• How they unlocked growth once they stopped treating “lead quality” as a blame game

• Why patience, transparency and “prayer-like repetition” are non-negotiable when changing how people work

About Laura
Laura Keddi is VP Sales & Marketing at egroup.io / ebuero AG, Europe’s leading provider of smart office solutions and telecommunication services for small and medium-sized businesses.

In this episode of Beyond Revenue, host Michael Jäger sits down with Methodios Chousmekiaris, CRO at MMD Smart, to explore one of the biggest challenges in SaaS growth: the internationalization of revenue teams.

Together, they discuss how to successfully expand go-to-market operations across regions, balance enterprise and startup sales motions, and navigate cultural differences that shape commercial success.

Packed with hands-on insights and practical frameworks, this episode is a must-listen for revenue leaders looking to build and scale truly global GTM organizations.

In this episode of Beyond Revenue, host Michael Jäger sits down with Anoop Vasisht, a global go-to-market leader who scaled a SaaS company from $1M to $100M ARR.

Together, they unpack the six key pillars of scaling B2B SaaS — from strategy and structure to process, culture, and leadership. Drawing on Anoop's experience across continents and functions, the conversation dives deep into what truly drives sustainable hypergrowth and operational maturity.

Tune in for actionable insights on how to build, scale, and align your revenue organization for long-term success.

In this episode of Beyond Revenue – Narratives of Revenue Leaders, host Michael Jäger sits down with Jimena Mondragón, a digital strategist, entrepreneur, and growth leader whose career spans startups, her own ventures, scale-ups, and global enterprises.

Jimena shares her unique perspective on building and transforming go-to-market strategies, scaling from chaos to clarity, and what it really takes to evolve from a hypergrowth startup to a sustainably operating organization.

From her experience leading marketing, communications, and partnerships at WorkMotion, to driving strategic partner ecosystems, Jimena unpacks the truths and trade-offs of growth, organizational alignment, and operational maturity.

🎙️ Listen in to uncover what defines growth that lasts — and how leaders can shape scalable GTM models that truly work.

In this episode of Beyond Revenue, host Michael Jäger talks with Ferdinand Leon Meister, Chief Revenue Officer at Datashake, about what it really takes to scale a SaaS business across borders.

From navigating cultural complexity to finding product-market fit in new regions, Ferdinand shares firsthand insights from his international expansion experience, with a special focus on Latin America as a high-potential yet challenging market for B2B SaaS growth.

Tune in to learn how data, go-to-market structure, and leadership mindset shape global scaling success.

In this episode of Beyond Revenue: Narratives of Revenue Leaders, host Michael Jäger speaks with Mitch Goovaerts, VP Revenue at checkhub.io. With over 15 years of experience in SaaS, industrial tech, and international go-to-market leadership, Mitch shares how to balance organic growth and strategic partnerships while expanding into global markets.
We dive into the challenges of internationalization, building scalable frameworks, and the mindset shift required when moving from sales to revenue leadership. A must-listen for anyone navigating growth across borders.

Catia Franco (Global Director, Customer Strategy & RevOps, Fujitsu) unpacks how to turn “customer centricity” from a slogan into an operating system. Together with Michael they dive into launching a global marketing hub, tripling B2B display sales in one year, and making RevOps a strategic partner (not a reporting team) across regions and time zones.

You’ll learn:

• How to link NPS, churn, and sentiment to renewals, margins, and growth

• The playbook: data → shared ownership → cross-functional alignment

• Standardize the core, localize the edge: non-negotiables vs. market flexibility

• RevOps as the connective tissue (process, enablement, systems, data) and why tools come last

• Leading global change: culture, trust, and communication (Erin Meyer’s Culture Map in action)

• Execution that sticks: toolkits, aligned metrics, tight feedback loops, quick wins

• Building high-performing teams: “circle of safety”, ownership over outcomes, and Innovation Days

• Career advice for emerging leaders: learn to speak sales, marketing, ops, and finance

🎧 If you care about CX, RevOps, and scaling globally without losing customer reality, this one’s for you.

Guest: Catia Franco (Global Director, Customer Strategy & RevOps, Fujitsu)

Markus Kieslich joins Michael to unpack how to drive go-to-market strategies from classic “new logo” obsession to a lifecycle, system-first revenue architecture. Together they cover moving from hero sellers to repeatable systems, why Customer Success must be proactive (not reactive), and how RevOps + OKRs create the backbone for sustainable ARR.

You’ll learn:

• The shift from funnel thinking to recurring impact across the customer lifecycle

• Building a system over superstars: clear entry/exit criteria, handoffs, and shared ownership

• The KPIs that align everyone: generated pipeline value (vs. MQL vanity), expansion vs. new logo mix

• Standing up proactive Customer Success and fixing incentives & comp to match LTV goals

• How to run cross-functional campaigns (AE + SDR + CS + Marketing + Product) with real ownership

• Using OKRs to replace siloed, short-term targets and drive outcomes, not activities

• Where AI helps GTM today (content, data prep, automation) and where humans are indispensable