Introduction

What if the true cost of customer acquisition isn't just your ad spend or sales funnel, but how you, the founder or leader, show up and speak? In this episode of Predictable B2B Success, we sit down with Dia Bondi, a renowned leadership communications expert, author of "Ask Like an Auctioneer," and coach to top CEOs and founders for over two decades. Known for helping ambitious professionals amplify their impact, Dia Bondi reveals why most leaders unknowingly undermine business growth by neglecting their distinct voices and how cultivating that voice can shift the economics of customer acquisition, partnership, and deal-making.

We explore why most B2B founders default to safe, vanilla communication, how that quiets their leadership in high-stakes moments, and what actionable frameworks they can use to stand out, reduce paid acquisition costs, and win trust faster. Dia Bondi reveals the secrets behind her Platform Map framework, how to ask strategically without leaving value on the table, and why tolerating your own power might be the least-talked-about growth lever for founders.

If you’ve ever wondered why your story isn’t landing, or your personal brand feels invisible, this conversation will challenge, equip, and inspire you to make your voice your business’s most valuable asset.

Some topics we explore in this episode include:

• Leadership Voice as a Strategic Tool: The importance of founders cultivating a distinct leadership voice to accelerate customer acquisition and growth.
• The Platform Map Framework: Dia Bondi's four-part framework (purpose platform, provenance, point of view & playbook, principles) for clarifying and operationalizing authentic leadership voices.
• Auctioneering to Communications Coaching: How Dia Bondi layered auctioneering insights into her leadership coaching.
• Voice vs. Paid Customer Acquisition: The impact of leadership voice on reducing dependency and costs associated with paid channels.
• Founders’ Communication Blind Spots: Why many leaders default to generic, safe messaging instead of leveraging bold perspectives.
• Attributes of Powerful Communicators: Six traits Dia Bondi identifies, including being bold, strategic, and prepared.
• Boldness in Content and Perspective: Encouraging leaders to embrace risk and share strong viewpoints rather than just safe, agreeable content.
• Self-Diagnosis and Feedback: Practical ways for leaders to assess and refine the impact of their voice through experimentation and observation.
• Getting Useful Feedback: Methods like the spiral feedback framework can help gather actionable input on how others experience your leadership voice.
• AI, Authenticity, and Content Differentiation: How to use AI tools without losing uniqueness by training them on your Platform Map-derived voice.
• And much, much more…

How do you earn trust and drive sales success today? In this episode of Predictable B2B Success, Rory reunites with Scott Roy, co-founder of Whitten & Roy Partnership, to explore actionable strategies for building authentic relationships and empowering sales teams. The episode delves into Roy's discipline, mindset, and childhood influences, emphasizing why genuine care, active listening, and vulnerability are not just soft skills but essential tools for achieving measurable sales performance and driving organizational transformation.

If you want practical guidance on building lasting business relationships, inspiring executive growth, and leveraging the human side of sales, this episode is for you. Scott Roy goes beyond strategy, sharing science-backed insights and real stories from London boardrooms to rural Africa to help you build trust and spark transformation. Whether you lead teams, manage sales pipelines, or want proven methods to strengthen business trust, you’ll find clear, actionable lessons throughout the conversation. Let’s dive in.

Some topics we explore in this episode include:

• Establishing Trust and Credibility: How Scott Roy and his partner built credibility for their new consulting business, focusing on referrals and reputation .
• DQ (Decision Intelligence) Selling Method: A consultative, listening-first approach to identifying and solving client problems.
• Centrality of Trust in Business Relationships: Why authentic curiosity and care underpin lasting client trust.
• Vulnerability and Authenticity in Sales: The role of sharing personal stories and being genuine with clients.
• Personal Growth and Overcoming Limitations: Connecting childhood experiences to limiting beliefs and the importance of "rewiring" for sales success.
• Coaching Executives Through Blind Spots: Private, trust-based coaching methods for organizational leaders.
• Deep Listening and Asking Insightful Questions: Using active listening and expert questioning to uncover client needs.
• Purpose and Meaning in Sales: Helping salespeople identify personal and professional purpose, not just chase numbers.
• The Role of Sales Managers: Importance of regular check-ins and supporting salesperson growth.
• Legacy and Mission: Scott Roy's goal is to change global sales culture and promote ethical, decision-based selling.
• And much, much more…

What if everything you thought you knew about high-performance sales was only half the story? In this episode of Predictable B2B Success, we speak with Scott Roy, co-founder of Whitten & Roy Partnership (WRP), a seasoned consultant and author of innovative sales methodologies that have transformed organizations across more than 50 countries. From selling educational books door-to-door as a college student to coaching global giants and social enterprises, Scott has seen firsthand what drives sales teams to predictable, repeatable success.

But here’s the twist: it’s not just about hitting numbers or mastering pitch decks. Scott challenges conventional wisdom, revealing why attitude, culture, and a unique “Decision Intelligence Selling” methodology create lasting change beyond what AI or slick technology promises. Why does the “Race Equation”, a formula blending attitude, competence, and execution, make or break sales teams? And in an age obsessed with fast closings, why does lingering longer in the diagnostic stage actually speed up the sales process?

If you’re a sales leader, founder, or anyone invested in growth, this episode will change how you think about scaling revenue and building world-class commercial organizations. Get ready for actionable insights and real-world stories that defy the status quo.

Some topics we explore in this episode include:

• How WRP Got Started: The backstory behind Whitten & Roy Partnership, including Speaker B's journey in sales.
• Sales Reps vs. Sales Managers: Why being good at selling doesn’t make you a good manager—and how those roles need different skills.
• What’s This RACE Thing: Results = Attitude + Competence + Execution; it’s a formula Speaker B swears by for sales success.
• The Power of Attitude: Why mindset and willingness to learn matter just as much as—or more than—hard skills.
• DQ Selling, Step by Step: Their four-step method: get clear on the problem, figure out what it’s costing, see if the client actually wants to fix it, then pitch the solution.
• Precision Listening (Not Just Asking Questions): Inspired by psychologist Carl Rogers, it’s all about really listening and playing back what the customer says, not just grilling them.
• Selling is Selling—Everywhere: Turns out selling in Ghana or Cambodia isn’t that different from selling to big Western companies.
• AI in Sales & Company Culture: AI can help, but it mostly amplifies what’s already there—good or bad—in your sales team and culture.
• Training vs. Real Change: Why one-off training sessions don’t stick, and the real secret is embedding new habits through ongoing coaching.
• Sales Mistakes Leaders Keep Making: Not seeing sales as a science, not coaching enough, and forgetting to keep high performers happy.
• And much, much more…

How do you turn B2B messaging from “just another feature list” into a magnetic force for growth—especially when your competition is shouting the exact same promises? In this episode of Predictable B2B Success, we’re joined by Christopher Silvestri, a conversion alchemist who traded engineering complex machines for the art (and science) of helping SaaS companies clarify and scale their message. With roots in industrial automation and a knack for uncovering the hidden triggers behind why people buy, Christopher brings a unique perspective on what really drives revenue growth, and why most B2B companies get it wrong.

You’ll discover why even a great product can flatline if your message doesn’t fit the market, and how a systematic, iterative approach to customer research can unlock game-changing insights most business leaders overlook. Christopher lays out the invisible journey from positioning to messaging to great copy, sharing stories from the trenches of SaaS and practical frameworks you can start using today. Whether you feel like your team is flying blind when it comes to customer insight, or you simply want a faster path to message-market fit, this episode is packed with “aha” moments you won’t want to miss. Ready to dig deeper? Let’s get started.

Some topics we explore in this episode include:

• Transition from Engineering to Messaging: How Speaker B’s engineering background influences his approach to B2B messaging
• Positioning, Messaging, Copy: Diagnosing Growth Plateaus: Identifying which layer is causing growth issues and how to address it
• Message-Market Fit vs. Product-Market Fit: The definition and importance of message-market fit in driving B2B growth
• Reviewing & Updating Message-Market Fit: When and how to regularly revisit positioning and messaging
• Three Layers of Customer Research: Description and value of surface, behavioral, and deep psychological research
• Uncovering Emotional Drivers: Practical ways to extract emotional insights from customers
• Positioning Workshops for Internal Alignment: Getting team consensus and validating assumptions before talking to customers
• Common Website Messaging Failures: Top mistakes leading to poor conversion rates and why they persist
• Synthetic Message Testing: Accelerating validation of messaging using AI Personas and tools
• 90-Day Messaging Action Plan: Concrete steps for CEOs to fix messaging problems and test improvements
• And much, much more...

How much does luck influence business success, and how much can we control? In this episode of Predictable B2B Success, we speak with Dr. Michael Orkin, statistician, data scientist, and author of "The Story of Chance: Beyond the Margin of Error." With decades of experience consulting for game developers, analyzing risk for companies, and demystifying mathematical concepts for the public, Dr. Orkin brings sharp insights into the fascinating and often misunderstood world of probability, risk, and data-driven decision-making.

We explore why most executives still trust gut instinct over data, the hidden pitfalls even smart leaders fall into, and how companies like Tesla and SpaceX walk the line between skill and luck. Hear stories about games of chance vs. games of skill, real-life case studies featuring figures like Elon Musk and Sam Bankman-Fried, and the statistical traps waiting to derail your next big decision.

By tuning in, you'll discover strategies for recognizing and managing risk, learn how data-driven approaches lead to more predictable outcomes, and gain tools to spot and avoid common statistical pitfalls. This episode empowers you to apply probability and statistical thinking to make smarter decisions in business and daily life.

Some topics we explore in this episode include:

• Games of skill vs. chance: key differences and regulations.
• Expected value, money management: casino and business lessons.
• Regression, correlation pitfalls: data misinterpretations in business.
• Statistical thinking in decision-making: examples from Tesla, SpaceX, and B2B.
• Measuring marketing effectiveness: statistical frameworks for testing campaigns.
• Setting parameters for experimentation: importance for tech and innovation.
• Trial and error: iterative problem-solving approaches.
• Feedback integration: using audience and research input.
• Data analysis teams: preventing flawed models and errors.
• Statistical expertise: avoiding common business data mistakes.
• And much, much more...

What if you were just one connection away from transforming your life and business? In this episode of Predictable B2B Success, Vinay Koshy speaks with serial entrepreneur and author Devin Sizemore, creator of "Connection Expansion" and founder of the ACES Connection Group. Together, they unravel the art and science of making high-impact connections that can spark massive success.

Drawing on his unique journey, from launching a cat café to running marketing agencies, Devin Sizemore shares actionable strategies for building a powerful network that delivers results. You’ll discover why most people stumble while networking, a simple framework for running intentional meetings, and how nurturing your connections can lead to unexpected opportunities and big wins.

This isn’t just theory. Devin Sizemore reveals practical tools, templates, and processes anyone can use to turn latent potential into active opportunity. Whether you’re a CEO looking to amplify your influence or a professional wanting to unlock your own community flywheel, this episode is packed with expert insights, fresh perspectives, and real-world tactics.

Curious how a single book can rally a thriving community, and why a $2.50 investment can make you unforgettable? Tune in and discover why connection might just be the secret lever you’ve been missing.

Some topics we explore in this episode include:

• The power of making high-impact connections.
• Using books to establish authority and open networking doors.
• Common mistakes in business networking (e.g., selling too soon, poor asks).
• The importance of intentional, systematic networking.
• Frameworks for effective connection meetings.
• Scaling relationships with one-to-many strategies, like group calls.
• Simple strategies for nurturing and staying top of mind with connections.
• Delivering value without being salesy (with courses, books, free resources).
• Viewing connection-building as community-building.
• Tagging and segmenting your network for better relationship management.
• And much, much more...

What if every impression you made at work was as powerful as your first? In this episode of Predictable B2B Success, Vinay Koshy speaks with serial entrepreneur, sales leader, and author Glenn Poulos. Glenn’s three-decade journey from technical sales rep to building and selling companies is packed with real-world wisdom. He reveals why a thriving sales culture is not about luck, but about structure, core values, and the courage to leap, even when fear is loud.

Hear the story behind his book, “Never Sit in the Lobby,” and how the lessons he began jotting down in 1985 became actionable strategies anyone can use to win clients and build lasting relationships. Discover Glenn’s approach to assembling high-performing sales teams, why onboarding and core value buy-in are non-negotiable, and how simple shifts in communication can transform results and reputations.

Whether you’re a leader struggling with turnover, a founder ready to scale, or fascinated by what makes top sales organizations tick, this episode is filled with candid stories, practical frameworks, and memorable tactics you’ll want to try starting today.

Some topics we explore in this episode include:

• Glenn Poulos’s Sales and Entrepreneurial Journey: His career path, company exits, and industry moves.
• Why and How He Wrote "Never Sit in the Lobby": The motivation and process behind the book.
• Risk-Taking and Overcoming Fear in Business: Practical frameworks for pushing past fear and launching ventures.
• Building Customer-Centric Companies: Operationalizing exceptional customer service.
• Sales Team Structure & Metrics: Organizing sales departments, roles, and compensation.
• Core Values in Hiring and Culture: Identifying and maintaining strong team cultures and values.
• Common Pitfalls in Sales Organizations: Mistakes like unclear roles and poor onboarding.
• Strengthening Customer Relationships: Methods to be a consistent pleasure to work with.
• Communication and Active Listening: Why rapport and listening trump talking in sales.
• Transforming Teams into Revenue Machines: Systematic approaches for turning sales teams into high-performing, aligned organizations.
• And much, much more...

What happens when a demand generation specialist steps out from the comfort of high-growth SaaS startups to launch a growth marketing agency dedicated to quality over quantity? In this episode of Predictable B2B Success, Vinay Koshy speaks with Scott Gelber, founder of SIG Marketing, whose innovative approach has generated over $3.6 million in qualified inbound pipeline for Series A and Series B SaaS companies—all fueled by the power of Google Ads.

Curious why Google Ads is not always a perfect fit for every SaaS business, or how to focus on prospects that truly make a difference? Scott Gelber shares lessons from his transition to agency life, revealing the criteria he uses to identify ideal clients and the frameworks he uses to prioritize qualified opportunities. Discover why automated bidding strategies may not work for B2B SaaS, the secret to optimizing landing pages, and the real math behind advertising ROI.

Whether you are a SaaS marketer, founder, or growth enthusiast, this episode uncovers the building blocks of success in digital marketing and challenges conventional wisdom on ad strategy. Tune in for actionable insights you will not hear anywhere else.

Some topics we explore in this episode include:

• From In-house to Agency: Scott Gelber describes his shift from demand gen specialist to marketing agency founder.
• Mindset & Strengths: The importance of constant testing, innovation, and learning in demand generation.
• Ideal SaaS Clients for Google Ads: Key criteria for targeting Series A/B SaaS startups, including market size and product maturity.
• Market & Product Fit: Why total addressable market and category familiarity matter for Google Ads success.
• Lifetime Value & Pricing: How average contract value and competitiveness influence campaign feasibility.
• Google Ads as a Lead Entry Point: Using ads to start conversations, including follow-up and multi-channel touchpoints.
• Campaign Setup & Optimization Framework: Scott Gelber’s step-by-step process for campaign structure, reporting, and keyword selection.
• Landing Pages & Ad Copy: Strategies for developing relevant landing pages and differentiating ad copy.
• Managing Multiple Personas: Balancing messaging and campaign structure for companies with diverse buyer types.
• B2B SaaS Ad Strategy vs. Common Advice: Why B2B SaaS firms should prioritize manual bidding and tight targeting over Google’s automated recommendations.
• and much, much more...

Welcome to Predictable B2B Success. In this episode, Vinay Koshy interviews John Cousins—investor, tech founder, and educator—whose MBA ASAP program has helped over 30,000 students worldwide. Learn how John turns business theory into practical advice for founders at every level.

Hear why John created MBA ASAP, how mental models and curiosity drive founder success, and his approach to simplifying business concepts. Get practical tips on financial literacy, pricing, and common pitfalls for entrepreneurs.

Want actionable business advice and new ways to think about B2B success? Listen in for practical strategies you can use now.

Some topics we explore in this episode include:

• John Cousins’ Career Path – His trajectory from engineering to business, teaching, writing, and investing.
• Creation and Purpose of MBA ASAP – Addressing the gap between academic business education and real-world practices.
• Educational Techniques – Making complex business topics simple and actionable through practical examples.
• Mental Models – Using frameworks for strategic thinking and decision-making in business.
• AI and Automation – Impact of AI on business operations, vibe coding, and leveraging tech tools.
• Decision-Making Processes – Heuristics, Bayesian analysis, and strategies for faster, smarter choices.
• Financial Literacy – Simplifying accounting concepts and why finance matters for founders.
• Iterative Market Testing – Applying the “ready, fire, aim” philosophy to test product demand via email and feedback.
• Pricing and Revenue Strategies – Finding optimal pricing, avoiding underpricing, and scaling revenue.
• Skill Stacking – Building complementary skills like reading, sales, and negotiation to excel in business communication.
• And much, much more...

What if scaling your B2B SaaS business could be as simple as asking, “Who, not how?” In this episode of Predictable B2B Success, host Vinay Koshy speaks with Mike Malloy, founder of Malloy Industries, whose knack for executive matchmaking and battle-tested leadership has helped companies leap from $2M to $20M+ in revenue.

Hear how a pandemic, a move to the beach, and life-changing moments sparked Mike Malloy’s mission to build a business fueled by core values like generosity and trustworthy leadership. Discover the frameworks, scorecards, and insights that reveal why “what got you here won’t get you there,” and learn how fractional executives can help founders multiply their impact without burning out.

Ever wondered what holds SaaS companies back from scaling, or why founders get stuck in “if I want it done right, I’ll do it myself” thinking? This episode is packed with practical tips, stories including the business lessons behind an infamous bankruptcy, and actionable strategies for founders ready to level up. Plus, you’ll find out what Hawaiian shirts and dad jokes have to do with building a remarkable brand.

Curious? Dive in to uncover the future of scalable leadership and why fractional expertise may be the game-changer your business needs.

Some topics we explore in this episode include:

• How Malloy Industries was founded and Mike Malloy’s career journey.
• Core values in business and ways to operationalize them.
• Pattern recognition in executive matchmaking for SaaS growth.
• Building scalable sales systems and the importance of delegation.
• Customer acquisition cost and cash flow management tips for SaaS founders.
• Cultural alignment vs. skillset when hiring fractional executives.
• Sales scalability scorecard and diagnosing sales process gaps.
• Transitioning from founder-led sales to fractional leadership and avoiding revenue dips.
• Time management and delegation for CEOs using frameworks like “who, not how.”
• Referral-based networking and educational marketing for fractional executive services.
• And much, much more...