Revenue Makers

What if your marketing budget could actually build pipeline instead of just plug holes?

In this episode of Revenue Makers, Alana Hass, Head of Integrated Campaigns and Growth Marketing at FireMon, shares her 20 years of experience in B2B tech marketing.

She discusses the value of strategic budget planning, the role of consistent brand messaging in long-term growth, and how marketing budgets should be viewed as investments in trust and pipeline. Alana also explores the evolving landscape of growth marketing and the need for cross-functional collaboration.

In this conversation, you’ll hear about:

The importance of planning marketing budgets for consistency and long-term impact

How brand trust is essential for building pipeline and opportunities

The interplay between brand, demand, and growth marketing

Real-world examples of how consistent brand messaging drives results

Jump into the conversation:

(00:00) Introducing Alana Hass

(02:30) Why marketing budgets should focus on long-term consistency

(05:10) The impact of human behavior on B2B buying decisions

(08:00) How brand trust drives pipeline growth

(11:20) Balancing short-term needs with long-term brand-building

(13:40) The role of cross-functional teams in growth marketing

(16:00) Showcasing brand impact through measurable results

(19:15) Real-world examples of growth marketing at FireMon

(22:00) Aligning marketing and sales for maximum impact

(25:10) How consistent branding shapes strategy and results

Sales and marketing alignment may sound straightforward, but it’s often reduced to process charts and dashboards, rather than focusing on the people doing the work.

• Why marketers should rethink their funnel language to reflect real sales impact
• How to lead with empathy when functional teams aren’t getting along

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AI is changing how marketing teams work, but it’s not just about new tools — it’s about shifting mindsets and building a true partnership between humans and AI.

In this episode, Liza Adams, a former big tech marketing executive turned AI and marketing advisor, shares how she helped a marketing team transform by integrating AI “teammates” alongside humans. With 25 marketers and 25 AI agents working together, this case study demonstrates how AI can deliver real value by automating repetitive tasks, enhancing creativity, and enabling more informed decision-making.

Liza breaks down how to start small with AI, aligning use cases with business goals and leaning into early adopters who inspire the rest of the team. She also emphasizes the importance of AI literacy and empathy in managing fears and resistance while sharing practical tips on integrating various AI tools to minimize errors and enhance outcomes. This episode goes beyond theory, providing a grounded examination of how AI is reshaping marketing organizational charts and workflows as we speak.

In this episode, you’ll learn:

• What it means to think of AI as a teammate, not just a tool
• How to identify the best AI use cases by aligning with strategic priorities or pain points
• Ways to build AI literacy and manage change with empathy
• Tips for combining AI models to reduce hallucinations and improve accuracy

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Events have always been a powerful way to connect, but in the world of B2B marketing, they often don’t get the recognition they deserve as a proper growth channel. Today, event-led growth is making a strong comeback, particularly as people yearn for genuine human connection in a tech-heavy, AI-driven world. When done right, events become much more than a one-time experience. They are strategic moments that drive revenue, build relationships, and fuel pipeline growth.

In this episode, Kate Hammitt, VP of Marketing at Cvent and an event marketing veteran, shares insights from her extensive experience running events, from the US Open to major trade shows. She breaks down how event-led growth is evolving, why rigor and data are crucial, and how to create events that not only deliver exceptional experiences but also generate ongoing value through content and follow-up.

Kate also shares smart tips on measuring success, curating the right audience, and using personalization to make every event meaningful.

In this episode, you’ll learn:

• What event-led growth means, and why it needs a clear strategy
• How to measure event success beyond just attendance and anecdotes
• Ways to use data and AI to personalize and elevate event experiences
• Practical advice for identifying gaps in your buyer’s journey where events can add the most value

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How does a company transform its market potential by tapping into the latest technology?

In this episode, Tricia Gellman, CMO of Box, shares how the company expanded its addressable market by $40 billion through AI integration. She discusses the need for new products, messaging, team structure, and partnerships. Tricia highlights the rapid changes in AI for content management and the importance of aligning sales, marketing, and customer success to win over new and existing personas.

The conversation highlights innovative AI use cases, such as recruiting automation and sales contract creation, emphasizing the importance of developer engagement. Tricia discusses navigating rapid change and the significance of adaptability and celebrating successes.

In this episode, you’ll learn:

• How AI is opening up a $40 billion market for Box

• The role of unstructured data in driving AI value

• Why Box is moving from on-premise to AI-driven solutions

Jump into the conversation:

(00:00) Introducing Tricia Gellman

(02:35) Box expands into $40 billion AI market

(04:17) Disrupting on-prem solutions with AI-driven content

(06:49) Organizing transformation in the AI era

(10:22) Rethinking buyer personas and IT’s role

(14:46) Adapting sales and CS for new narrative

(18:21) Real-world AI agents emerging in HR

(21:25) Enabling agent collaboration for sales efficiency

(25:17) Marketing shifts to developer engagement strategy

A successful brand refresh is more than just a new look. It’s about aligning your messaging, visuals, and product to tell a cohesive story. But getting there requires careful planning, clear ownership, and a deep understanding of what’s changing.

In this episode, Saima Rashid and Adam Kaiser share the inside story behind 6sense’s brand refresh. They’ll explore how aligning messaging with product architecture drove design decisions, the importance of maintaining core elements, and how to avoid pitfalls in the process.

In this episode, you’ll learn:

• What teams often get wrong when updating their brand
• How to measure impact across product, marketing, and sentiment
• Why clarity in ownership and timing makes or breaks the process

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