Nelson Gilliat, author of The Death of the SDR: And the Birth of Buyer Centric Revenue (https://www.amazon.com/product-review...) is over the Predictable Revenue Model and thinks your company should be, too.   

In this episode, he explains the benefits he sees in transitioning to what he calls the Buyer Centric Revenue Model.   

He offers a detailed 5-step plan (use this deck: https://drive.google.com/file/d/1EhkR...) to make the business case for doing so.   

Hint: it's not an overnight process, but a gradual phasing in of new tactics that support the modern buyer's preferences (and a phasing out of tactics that fill CRMs with uninterested leads).   

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Ryan Gibson helps B2B marketing teams run customer research interviews that don't suck.  

Sam Kuehnle, VP of Demand Generation at Refine Labs joined us to discuss how to establish a marketing budget based on your revenue goals. 

We've all heard we need to reverse engineer our lead goals and build a budget based on funnel conversion rates and, ultimately, revenue goals.  But that's oftentimes much easier said than done. And it's often based on leads that convert at .01%, not high-intent leads who are asking to speak to someone about buying your product.   

Sam tackled this complicated issue on Marketing CTA by creating a spreadsheet to illustrate which levers marketers can pull, which metrics can be optimized, and how a realistic budget can be created based on revenue goals. He showed us how to plug in a company's metrics and tweak the example he provides to understand what you'll need to spend to hit your goals.

💻 To access the spreadsheet and use it yourself, click here, choose File, and then Make a Copy.

Key moments in the conversation:   

0:00 How to mute Ashley 

0:35 Intros: Sam, Ashley, Jess & the Topic  

1:59 Why start from revenue in calculating your lead goal? 

2:56 Empower yourself to understand how revenue goals are established 

8:32 Reverse engineering lead count to hit revenue 

14:16 What you might not be able to influence 

27:04 Which funnel levers can you improve to hit revenue goals?  

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Thanks, 

Ashley Guttuso & Jess Goss