Predictable B2B Success

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...

What if the biggest threat to your company’s growth was lurking right inside your leadership team? In this episode of Predictable B2B Success, Vinay Koshy welcomes category design pioneer Mike Damphousse for an unfiltered look into the art and science of standing out in crowded markets. Mike Damphousse has spent years helping over 50 companies break free from “category jail,” where buyers and analysts overlook your uniqueness and CEOs wonder why nothing is landing.

From emotional boardroom breakthroughs to bruising debates that spark true alignment, you'll hear how Mike Damphousse’s four-day sprint compresses months of strategic chaos into a single powerful narrative. This process transforms confused teams into evangelists and drives millions in fresh investment. Discover why most marketing fails, why your CEO’s involvement is make-or-break, and how companies like Prescriptive closed $26 million in weeks after a strategic pivot.

If you’re ready to escape bland messaging, outmaneuver your competition, and turn your story into your strongest growth lever, this episode will challenge how you think about categories, differentiation, and leadership. Prepare to view your company and market in a new way.

Some topics we explore in this episode include:

• Category Design Essentials: What it is and why it matters.
• Category Jail: How companies get stuck in crowded markets and how to break free.
• 4-Day Category Sprint: The intensive process for executive alignment around category strategy.
• The Importance of Storytelling: Crafting a unifying and impactful company narrative.
• Fundraising & Investor Appeal: How strong category design accelerates funding.
• Internal Buy-In & Execution: Aligning teams and implementing the new category POV.
• The Adjacent Possible: Spotting new category opportunities that balance innovation and adoption.
• Setting Category Rules: Creating standards that favor your company (dominant design).
• The CEO’s Role: Why leadership and commitment from the top are crucial.
• Tech Evolution & AI: How AI and rapid innovation influence category emergence and change.
• And much, much more...

Get ready to rethink your company's legal strategy in this episode of Predictable B2B Success. Host Vinay Koshy speaks with Jeff Holman, founder of Intellectual Strategies and creator of the first fractional legal team model. Whether you're a first-time founder facing hidden legal pitfalls or a seasoned executive scaling fast, Jeff Holman explains why traditional law firms might hold you back and how fractional legal guidance can unlock growth and agility.

You'll hear candid stories about real-world risks, how proactive legal input can save millions, and ways to align intellectual property strategy with investor expectations and business goals. Discover tips on managing legal debt, building IP moats in the era of AI, and why simple documentation can be your strongest defense. Learn how embedded legal partners can streamline product development and turn compliance headaches into competitive advantages.

Curious about the untapped legal potential that can drive revenue growth? Ready to hear how startups and scaleups can turn legal from a roadblock into a driver for success? Tune in and let this conversation challenge what you thought you knew about legal support for growing businesses.

Some topics we explore in this episode include:

• Fractional Legal Team Model: How Jeff Holman developed a scalable alternative to traditional legal services for startups and growing businesses.
• Access to Legal Support for Small Businesses: Addressing the barriers small businesses face in getting affordable, practical legal advice.
• Key Moments Shaping Intellectual Strategies: The pivotal decisions and experiences that led Jeff Holman to build his unique legal offering.
• Translating Legal Complexity for Business Leaders: The importance of making legal and technical concepts business-friendly.
• First-Time vs. Experienced Founders’ Needs: How legal priorities differ and the crucial role of documenting agreements.
• Quantifying the Impact of Legal Teams: Communicating ROI to CFOs, with examples of cost and risk avoidance.
• Strategic IP Management: Aligning patents and trademarks with business goals and investor expectations.
• Adapting IP for Rapid Tech Change (AI Focus): Layering protections and adjusting strategies amidst fast-moving technology.
• Managing Legal Risk and Debt: Using playbooks and frameworks for identifying and prioritizing legal issues.
• Embedding Legal into Operations and Product Development: The value of being closely involved in client teams to deliver timely legal guidance.
• And much, much more...

In this episode of Predictable B2B Success, Vinay Koshy interviews Laurier Mandin, founder and CEO of Graphos Product and author of "I Need That." Mandin draws on over 25 years of experience and more than 6,000 product launches to explain why some products achieve lasting success while others do not. He offers practical insights on how effective validation can transform product launches and highlights common mistakes businesses make in this process.

The episode explores why innovative founders may hesitate to seek honest market feedback, the neuroscience behind B2B buying decisions, and the frameworks Laurier Mandin uses to reduce risk and create compelling offers. It also covers how to identify emotional triggers in enterprise procurement and leverage post-mortems on lost deals for continuous improvement.

Listeners will learn how to distinguish between "nice-to-have" and "mission critical" features, avoid confirmation bias, and leverage AI disruption for competitive advantage. The episode provides a candid and practical approach to achieving predictable B2B product success.

Some topics we explore in this episode include:

• The founding story of Graphos Product – How Laurier Mandin transitioned from journalism to product launches.
• Team building and leadership – The value of a seasoned, long-standing team for successful product launches.
• Product market fit and validation – Why early, unbiased validation is critical and how to do it right.
• Psychology of B2B buying – Understanding emotional (limbic) vs. rational (tank brain) buyer responses.
• Identifying triggers and pain points – Methods for auditing users and understanding their real motivations.
• The CLIMB framework and coveted condition – Mapping the aspirational outcomes buyers seek from products.
• Positioning and messaging – Turning research into clear, compelling statements that resonate with stakeholders.
• The power of case studies and visuals – Using infographics and storytelling to enhance credibility and interest.
• AI’s role in differentiation – Leveraging AI for efficiency and innovation, and why resisting it isn’t an option.
• Gaps in B2B validation practices – What B2B teams can learn from consumer brands about staying close to customer needs.
• And much, much more...

Building a high-performing, resilient B2B sales team requires adapting to rapid changes in roles and technology. In this episode of Predictable B2B Success, Vinay Koshy interviews Walter Crosby, an accomplished sales leader with experience ranging from closing complex deals to mentoring sales managers and founders. Crosby discusses why many top salespeople hesitate to become managers, highlights the risks of pipeline bloat, and explains how to leverage a company’s “untapped wisdom” for a unique sales advantage.

Walter Crosby also shares key strategies for accelerating onboarding, crafting messaging that resonates with buyers, and fostering a culture of high performance. He offers insights on applying neuroscience in sales conversations, the practical role of AI, and the importance of aligning leadership’s vision with frontline execution. This episode provides actionable strategies and practical advice for founders, sales leaders, and sales professionals.

Some topics we explore in this episode include:

• Transition to Sales Management: Walter Crosby explains the challenges salespeople face when promoted to management and why he started Helix Sales Development.
• Coaching as a Key Strength: The importance of spending time coaching sales teams rather than just managing reports and metrics.
• Effective Onboarding and Messaging: How clear ICPs and aligned sales/marketing messages help new salespeople succeed faster.
• Performance vs. Family Culture: Building a sales culture of accountability and high performance, moving away from the "family" mindset.
• Sifter Message and Playbook Creation: Developing a unified sales playbook and messaging to stand out from competitors.
• Pipeline Management: Preventing pipeline bloat by using scorecards, thorough qualification, and regular pipeline reviews.
• Traits of Top Sales Performers: Curiosity, skepticism, and the ability to handle challenging conversations distinguish high performers.
• Motivation and Better Hiring: Hiring sales talent based on motivation type and structured assessments to reduce bias.
• AI and Technology in Sales: Examining the role of AI in sales processes, its limitations, and the continued importance of human connection.
• Leadership, Values, and Strategy Execution: Closing the gap between leadership’s vision and sales execution by integrating company values into daily practices.
• And much, much more...

Imagine a CRM that empowers your sales team and drives predictable B2B growth. In this episode of Predictable B2B Success, host Vinay Koshy interviews John Golden, Chief Strategy and Marketing Officer at Pipeliner CRM, bestselling author, and global sales leader. Learn why John Golden shifted from the CEO track to transform how sales teams use CRM technology, and how a “salesperson-first” approach redefines traditional software.

Drawing on insights from over 1,600 expert interviews and decades of leadership, this episode examines the often-overlooked human elements of B2B sales and the benefits of simplifying strategy. John Golden shares real-world examples of how AI supports relationship-building, enables salespeople to leverage their strengths, and enhances coaching in high-performing organizations. He also offers practical advice on overcoming stalled deals and building trust as a key performance indicator for lasting customer relationships.

Listen to this episode to gain new perspectives on your sales strategy, CRM implementation, and the future of human-driven revenue growth.

Some topics we explore in this episode include:

Key topics discussed in this episode include:

• Career Transition – John Golden explains his shift from prior executive roles to Pipeliner CRM.
• Strategic Simplicity – The value of simplifying business strategy and focusing on fundamentals.
• Strategy vs. Tactics – The risks of prioritizing tactics over a clear, simple strategy.
• Salesperson-First CRM – How Pipeliner CRM flips traditional CRM design to empower salespeople.
• CRM Adoption & Revenue Growth – The impact of higher CRM adoption on predictable revenue.
• Human Elements in B2B Sales – The essential role of creativity, relationships, and authenticity.
• AI in Sales – How AI frees salespeople to focus on relationship-building and deeper work.
• Personal Branding for Salespeople – Building a professional brand and soft skills in sales.
• Trust and Relationship Quality – Patterns of trust-building and metrics for predictability in revenue.
• Human-First Culture – Shifting from technology-first to human-first, and how to measure transformation.
• And much, much more...

What distinguishes a leading brand from the rest of the market? In this episode of Predictable B2B Success, Vinay Koshy interviews Barry LaBov, a multi-award-winning entrepreneur and author of "The Power of Differentiation." Barry shares insights on principled entrepreneurship, his transition from musician to founder, and how successful companies are built on more than revenue alone.

This episode explores why many businesses miss their true differentiators, how leveraging team strengths can drive engagement and profitability, and why striving for perfection may hinder brand success. Barry shares lessons from working with brands like Harley Davidson and offers practical frameworks to help any company stand out, even in traditionally less dynamic industries.

Are your employees engaged with your brand’s mission, or are they simply completing tasks? This episode provides actionable insights for organizations of any size. Learn why differentiation is essential for predictable B2B success.

Some topics we explore in this episode include:

• Barry LaBov's accidental entry into entrepreneurship and the founding of his firm.
• The actual value of business awards and recognition.
• Lessons from music applied to business leadership and teamwork.
• Identifying and celebrating employees’ unique strengths.
• The impact of employee engagement on revenue and business health.
• The importance and challenge of differentiation in business.
• Real-world examples of successful differentiation (Harley Davidson, Copperworks).
• Building a passionate company mission and community.
• Barry LaBov’s five-step framework for uncovering differentiators.
• Key metrics for tracking the success of differentiation strategies.
• And much, much more...

This episode of Predictable B2B Success features host Vinay Koshy in conversation with solopreneur and agency founder Mike Moll. They discuss the strategies required to secure high-profile clients such as Volvo and the government of Canada, while maintaining focus and avoiding burnout. The conversation offers candid insights into the challenges and key breakthroughs that drive sustainable agency growth.

Mike Moll shares lessons learned from ego-driven mistakes and explains how a significant mindset shift transformed his business. He and Vinay Koshy examine why attempting to serve everyone leads to inefficiency, and how focusing on core strengths can improve positioning, pricing, and overall success.

The episode provides practical frameworks for value-based pricing, strategies to differentiate your business amid AI competition, and actionable guidance for future-proofing your operations with effective tools and processes. It is designed for those seeking to remain relevant, attract ideal clients, and build a business that supports both financial and personal goals.

Some topics we explore in this episode include:

• Leadership and Mindset Shifts: Mike Moll’s journey from ego-driven management to effective leadership.
• Niche Positioning: The importance of specializing rather than trying to serve everyone.
• Playing to Your Strengths: Delegating weaknesses and focusing on personal strengths.
• Founder Self-Awareness: Understanding your own vision and business style.
• Value-Based Pricing: Moving from deliverables-based pricing to charging for outcomes and results.
• Effective Discovery and Questioning: Uncovering the true value and needs for each client.
• Making Intangible Services Tangible: Demonstrating the value of hard-to-quantify services like design.
• Common Sales Call Mistakes: Not listening, not closing, and failing to connect solutions to pain points.
• Client Communication for Retention: Keeping clients engaged through ongoing, proactive communication.
• Leveraging Automation and Tools: Improving profitability with technology and automation, not just higher prices.
• And much, much more...