How can businesses maintain their competitive edge while adapting to rapid technological changes?

In part two of conversation, Seth Godin, author of This Is Strategy, shares his insights on strategy, innovation, and the transformative impact of AI. He explains how to balance strategic commitments with the flexibility needed to respond to new opportunities. Seth addresses the potential pitfalls of relying too heavily on AI for efficiency and discusses the importance of creating added value for customers.

The conversation also explores the distinct roles and mindsets necessary for navigating an uncertain landscape. Getting into the differences between tactics and strategy, Seth illuminates how empowering teams can lead to innovative solutions.

In this episode, you’ll learn:

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How do you lead with strategy in a fast-changing world?

In this episode, Seth Godin, author of This Is Strategy, joins Saima Rashid and Adam Kaiser for part 1 of a two-part conversation. Seth discusses his latest book, This is Strategy, and how it challenges traditional views of what strategy really is. He explains why strategy isn’t about planning or quick wins, but about understanding where you’re headed and who you want to become.

He breaks down how companies like Starbucks and Microsoft have successfully navigated the market by sticking to clear, long-term strategies. Seth also touches on the importance of working within systems and how to shift from focusing on short-term results to embracing long-term thinking.

In this episode, you’ll learn:

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What’s the secret to assembling the right team to power your ABM strategy?

In this episode, Max Spanier, Founder of Sloane Staffing, discusses how to build a high-performing team for Account-Based Marketing (ABM). He explains why hiring the right people is just as critical as having the right technology, how to identify key roles like GTM engineers, and why soft skills matter just as much as technical expertise. Max shares his insights on trends in the B2B martech space and the importance of cross-functional alignment for ABM success.

In this episode, you’ll learn:

• The importance of building a team that can execute ABM effectively
• Key hires to consider when scaling your ABM strategy
• How to blend hard and soft skills when staffing for ABM roles

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When does buying software drive real impact, and when is it just a costly mistake?

In this episode, Maxwell Maurier, VP of Growth Marketing at Trellix, shares how to make technology investments that actually move the needle. He explains why strategy should come before software, how Trellix aligns purchases with business goals, and what marketers often overlook about attribution. He also breaks down the risks of chasing the latest tools without a clear plan and how to get finance and sales on board.

Maxwell discusses the role of measurement, the importance of cross-functional buy-in, and why vendors should focus on business outcomes over vanity metrics. Plus, he shares lessons from leading high-stakes software decisions.

In this episode, you’ll learn:

• Why marketing technology should solve business problems, not create them

• How to align software purchases with long-term strategic goals

• The role of measurement and attribution in proving ROI

Jump into the conversation:

(00:00) Introducing Maxwell Maurier

(01:20) How Trellix aligns tech investments with goals

(04:46) The risks of shiny object syndrome in B2B

(07:32) Why cross-functional alignment drives success

(11:32) Why measurement is critical for marketing spend

(15:46) A vendor’s role in supporting business outcomes

(20:07) Key indicators for evaluating software impact

(24:50) Unrealistic expectations in tech deployments

AI-driven email outreach is more than just automation—it’s a game-changer for sales and marketing teams. But how do you deploy AI agents effectively while maintaining compliance, preserving inbox health, and ensuring human alignment?

In this episode, Chris Dutton, VP of Marketing Operations at 6sense, breaks down how his team has scaled AI email agents over the past three years, long before AI became mainstream. He shares the key lessons learned, the crawl-walk-run approach to implementation, and how AI enhances rather than replaces BDRs.

Chris unpacks the metrics that matter beyond vanity stats, the campaigns that work (and those that don’t), and the impact of AI on pipeline generation and team efficiency. From reducing BDR workload by 59% to achieving record-breaking pipeline months, this episode is packed with actionable insights on integrating AI into your outbound strategy.

In this episode, you’ll learn:

• How 6sense successfully scaled AI email agents without compromising compliance
• Why AI email agents complement BDR efforts instead of replacing them
• The key metrics that matter when measuring AI-driven outreach
• Best practices for inbox warming, campaign selection, and maintaining email health

Jump into the conversation:

(00:00) Introducing Chris Dutton and the AI email revolution

(02:16) The importance of AI agents in scaling outreach

(04:48) How 6sense started with AI email agents—cautiously

(07:24) Key metrics for success beyond open and click rates

(10:29) The three most effective AI email agent campaigns

(12:48) Common pitfalls and when not to use AI for outreach

(15:42) How 6sense centralizes AI ownership and ensures compliance

(18:20) The technical crawl-walk-run approach to AI email implementation

(22:03) Surprising AI interactions: empathy, engagement, and success stories

When does a B2B influencer strategy drive real impact and when is it just a distraction?

In this episode, Fredrik Borestrom, Director of International Agency Development, EMEA and LATAM at LinkedIn, shares insights on the rise of B2B influencers. He explains why expertise is more valuable than reach, how brands can tap into employee advocacy, and what LinkedIn’s latest research with Edelman reveals about effective influencer marketing in B2B.

Fredrik explores the role of thought leaders, the growing influence of niche experts, and the balance between corporate messaging and personal brand credibility. He also offers a look at how brands can leverage trusted voices—both internally and externally—to strengthen buyer confidence.

In this episode, you’ll learn:

• Why B2B influencer marketing is driven by expertise and credibility rather than follower count
• How trust-driven interactions are shifting the way buyers make decisions
• The impact of employee advocacy and why it outperforms traditional brand messaging

Jump into the conversation:

(00:00) Introducing Fredrik Borestrom

(02:16) The balance between thought leadership and influencer marketing

(05:48) Why trust-based engagement matters in B2B decision-making

(08:39) How employee advocacy amplifies brand influence

(12:48) The hidden buying group and its role in decision-making

(17:19) LinkedIn’s thought leadership ads and their impact

(20:33) Niche influence: Why expertise beats large followings

(26:02) Long-term strategies for building brand credibility

ABM has always been about precision—knowing the right accounts, the right moments, and the right messages. But as technology evolves, so do the strategies that drive success. With AI, personalization at scale is becoming a reality, while brand-led demand generation is proving more critical than ever.

In this episode, hosts Saima Rashid and Adam Kaiser break down what’s working in ABM today. Then they’ll explore how AI is reshaping account-based strategies, the power of brand-to-demand campaigns, and why aligning sales, marketing, and CS around a single ICP definition is non-negotiable. Plus, Saima and Adam will tackle the ongoing debate around platform consolidation vs. best-of-breed solutions—and why RevOps leaders have strong opinions on both.

In this episode, you’ll learn:

• Why sales, marketing, and CS need to align on ICP—not just for acquisition, but for retention
• How AI agents are transforming BDR workflows without replacing the human touch
• Why brand investments are the ultimate edge in an AI-driven marketing world

Jump into the conversation:

(00:00) Account-based marketing in 2025

(02:08) Why ICP alignment is critical for success

(05:06) Personalization strategies that drive engagement

(07:20) Brand to demand: The key to long-term marketing success

(13:37) The rise of the B2B backchannel and its impact on buying decisions

(17:50) How AI is changing ABM and enabling smarter outreach

Marketers have never been short on big ideas—but executing them has always been the challenge. Too much time spent on production, data wrangling, and operational headaches has kept teams from focusing on strategy and creativity. Now, AI is flipping that equation. Generative AI isn’t just a new tool; it’s redefining what’s possible in marketing, removing barriers, and accelerating innovation.

In this episode, Scott Brinker, VP of Platform Ecosystem at HubSpot, breaks down how AI is reshaping the MarTech landscape. He explores why we’re entering a golden age for marketers, how AI is democratizing software development, and what the future holds for personalization, automation, and AI-powered experiences.

In this episode, you’ll learn:

• How AI is transforming marketing strategy beyond content creation
• The role of AI in reshaping software, from UX to automation
• What companies need to consider when deploying AI-powered agents

Jump into the conversation:

(00:00) Introducing Scott Brinker

(02:44) Scott Brinker on the evolving MarTech landscape

(07:57) How AI is reshaping software experiences

(10:38) The impact of AI on marketers and creativity

(14:26) Why AI is a bigger shift than the web

(17:53) The next era of AI-powered personalization

(22:59) Should companies disclose AI interactions?

(25:50) How AI is changing jobs and industries

For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used?

In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective on the role of MQLs in account-based marketing (ABM). Nadia highlights the operational challenges, change management strategies, and practical adjustments that can make MQLs a valuable signal without letting them take center stage. She also explains how flipping the MQL process can create stronger collaboration between marketing and sales teams.

In this episode, you’ll learn:

Why MQLs get a bad rap and how to redefine their role

The operational and change management challenges of ABM

Practical ways to align sales and marketing for better outcomes

Jump into the conversation:

(00:00) Introducing Nadia Davis

(05:01) The controversy around MQLs in ABM

(08:05) Flipping the traditional MQL process

(11:50) Using MQLs as signals, not goals

(14:08) Timing challenges with MQL engagement

(15:40) Operational hurdles in ABM success

(18:37) Refining ICPs and account lists

(21:52) Change management in ABM adoption

(27:05) Bridging offline and online marketing

The word “no” intimidates many, but Karen Bomber sees it as a key to success. Embracing rejection is essential for growth, reinvention, and making a lasting impact.

In this episode of Revenue Makers, Karen Bomber, Chief Commercial Officer of ABB Energy Industries, shares her career journey—from starting as an engineer to becoming a leader who integrates technology, marketing, and commercial strategy to put the customer at the heart of every decision. Karen’s story of curiosity, self-motivation, and failing forward will inspire revenue leaders to take ownership of their careers and embrace reinvention.

In this episode, you’ll learn:

• Why curiosity is the driving force behind career growth
• How to navigate career transitions and own your journey
• The importance of placing customers at the center of your business strategy

Jump into the conversation:

(00:00) Introducing Karen Bomber

(01:14) Karen’s journey from engineer to commercial leader

(03:35) How to take ownership of your career

(07:10) The role of curiosity and learning in professional growth

(12:01) The myth of the self-made leader

(14:56) Building teams and cultivating talent

(16:56) Karen’s seven functions of commercial operations

(18:43) Embracing the “no” and failing forward