Revenue Makers

Revenue operations play a central role in business, but with so many pieces in motion, managing it all can feel overwhelming before we ever think about optimizing.

Luckily, Sean Lane and Laura Adint have created a clear blueprint to help RevOps professionals navigate it all.

As co-authors of The Revenue Operations Manual, Sean and Laura outline their four-pillar approach to building and scaling a RevOps team. While the specifics may vary by company, they highlight the key qualities that define a great RevOps professional, helping them become strategic partners within the business. They also share valuable insights on fostering collaboration across sales, marketing, and product teams.

The Revenue Operations Manual - https://www.revenueoperationsmanual.com/

Anyone interested in pre-ordering The Revenue Operations Manual can visit https://www.koganpage.com/marketing-communications/the-revenue-operations-manual-9781398616769 and use the code REVOPS20 for 20% off.

In this episode, you’ll learn:

• Best practices for aligning RevOps with marketing, sales, and customer success
• When to bring in a RevOps team for maximum business impact
• Key traits and skills to look for when hiring RevOps professionals

Jump into the conversation:

(00:00) Introducing Sean Lane and Laura Adint

(02:44) The Revenue Operations Manual

(05:39) RevOps as a strategic partner

(10:10) The Revenue Operations blueprint and mindset

(14:04) Designing the customer journey

(19:09) Building strong cross-functional partnerships

(22:51) Hiring the right people and building a RevOps team

(27:06) How RevOps teams can drive strategic initiatives and long-term success

Disrupting the market requires helping people overcome their fear of change.

It’s a huge undertaking, especially in industries that don’t necessarily want to reinvent the wheel. Drawing on her own experience, Lauren Burkemeyer, CMO at YuLife, tells us what it’s like leading a challenger brand to success.

Lauren defines what a challenger brand is, and how these companies disrupt established industries with unique strategies. She emphasizes the importance of fostering a culture that embraces creativity and risk-taking, and how leveraging storytelling and social proof can build credibility for your brand.

Discover how to confidently position your brand against industry giants in this episode.

In this episode, you’ll learn:

• The definition of a challenger brand
• How to build trust with customers through social proof
• How to market your brand as an innovator in traditional industries

Jump into the conversation:

(00:00) Introducing Lauren Berkemeyer

(03:20) What is a challenger brand?

(05:53) Building a culture of innovation and curiosity

(07:35) Balancing demand gen and brand building

(11:21) Establish credibility with social proof

(16:09) Is a challenger brand the right fit for you?

You’re not dreaming. You’ve made it to our third episode featuring Saima and Adam imparting their wisdom, sans-guest. And if you thought this third installment couldn’t top the last, think again.

We’re diving into ABX and ABM measurement—the essential metrics that can help marketers gauge the success of their campaigns. From leading indicators like reach and engagement to lagging indicators like pipeline and revenue, we explain why you need to monitor those metrics closely. Learn how to manage your pipeline within your CRM and how to improve outreach using AI.

In this episode, you’ll learn:

• How to effectively quantify and engage your Ideal Customer Profile (ICP)
• Why a single dashboard is all you need for all your ABX metrics
• The importance of measuring both leading and lagging indicators to evaluate your ABM strategy

Jump into the conversation:

(00:00)Welcome to Revenue Makers

(02:32) Are you reaching and engaging with your ICP?

(09:34) Measuring the effectiveness of advertising

(11:34) Handing off MQLs to the sales team

(15:01) Personalize your outreach using AI and intent data

(16:59) Volume, conversion rate, velocity, deal size

(22:30) Flag ABM accounts in your CRM

Resources:

Segment Performance Reporting: https://6sense.com/6sense-for-6sense/segment-performance-reporting/

Unified Dashboards for Pipeline Management: https://6sense.com/blog/the-game-plan-for-success-unified-dashboards-for-pipeline-management/

SFDC Dashboard at the 30-minute mark of this webinar: https://6sense.com/resources/webinars/Ideas-are-easy-execution-is-everything-webinar

CMO Reporting on leading indicators: https://6sense.com/6sense-for-6sense/cmo-reporting/

Growth at any cost? Not anymore. Boards are shifting their focus, and sustainable progress is the priority.

In this episode of Revenue Makers, Gary Survis gives us his perspective as a board member of several companies and as an Operating Partner at Insight Partners. He discusses which metrics boards are paying attention to, the impact of AI on strategic decisions, and how to make your board meetings more productive.

If you’re curious to know what matters to your board, this just may be the episode for you!

In this episode, you’ll learn:

• The key metrics to present to your board
• Ways to integrate AI meaningfully into workflow and processes
• How to structure board meetings to drive results

Jump into the conversation:

(00:00) Introducing Gary Survis

(01:54) What boards care about

(04:19) KPIs are health indicators of the business

(05:56) The different perspectives of operators and investors

(07:43) Integrating AI to improve processes

(16:10) Build vs. buy for higher ROI

(18:04) Use the wisdom of your board members

Traditional MQL-based marketing is a relic of the past.

It’s time to shift gears and embrace the new era of account-based marketing (ABM). In this episode, Jack Speyer, Director of Marketing Operations at Iron Mountain, shares how they transitioned from MQL metrics to a robust ABM program that delivers over 20x ROI.

Don’t miss out on Jack’s insights about sales and marketing alignment, the power of strong analytic tools, and the implementation of a successful ABM program.

In this episode, you’ll learn:

• What challenges arise when integrating new tools for ABM
• Why sales and marketing alignment is crucial for maximizing ABM results
• How to convince senior leadership to show support for ABM initiatives

Jump into the conversation:

(00:00) Introducing Jack Speyer

(02:22) Shifting from MQL to account-based marketing

(03:39) Early ABM implementation and tools to think about

(09:05) Achieving alignment between sales and marketing

(11:25) Ready for 20x ROI with ABM?

(17:56) Do this before you begin your ABM strategy

Hiring a top-tier Product Marketing Manager (PMM) is a game-changing move that can unlock tens of millions in ARR. The trick is making sure you hire the right PMM.

In this episode of Revenue Makers, we sit down with Kyle Lacy, CMO at Jellyfish, to uncover the criteria for recruiting a stellar PMM leader, and why failing to do so can cost a company dearly. Discover the core competencies that define the role, and learn how to measure a PMM’s impact effectively.

If you’re interested in gaining actionable strategies and insights for effectively integrating product marketing into your overall revenue strategy, have we got an episode for you.

In this episode, you’ll learn:

• How to make sure you’re hiring the right product marketing leader
• Relevant metrics worth watching to measure the impact of your product marketing strategy
• Why it's crucial to hire product marketers early to accelerate revenue growth

Jump into the conversation:

[00:00]Welcome to Revenue Makers

[03:04] When to hire a product marketer

[05:18] The scope of product marketing

[07:02] Challenges in hiring a product marketing manager

[11:49] How to measure the impact of product marketing

[15:05] Building strong relationships between teams

[20:40] The Pragmatic Marketing Framework

Keeping things simple can be a real headache when it comes to marketing. What’s up with that?

Seeking answers, we turn to Gurvinder Sahni, CMO of Persistent Systems. In this episode of Revenue Makers, Gurvinder shares how he cuts through the noise to deliver powerful, straightforward campaigns that drive results. You'll also hear about his Shark Tank-inspired approach to tech investments and his perspective on why balancing brand and growth is crucial for sustained success.

So if you’re interested in uncovering the importance of simplicity in marketing, gaining insights on how to avoid the martech trap, and learning how to use AI to stay ahead of the curve, this episode is for you.

In this episode, you’ll learn:

• Why simplicity is the cornerstone of effective marketing campaigns.
• Strategies for avoiding the martech trap and ensuring technology delivers value.
• The proper way to make the most of AI within marketing teams.

Jump into the conversation:

01:48 Simplicity in marketing.

05:15 The martech trap.

09:51 How to make strategic tech investments.

14:59 Experiments with generative AI.

Is ABM the sum total of paid media? Not quite, but it’s a vital part of the strategy that can’t be overlooked.

In this episode of Revenue Makers, hosts Saima Rashid and Adam Kaiser turn the spotlight on digital media’s role in Account-Based Marketing (ABM). They clear up the misconceptions and discuss effective tactics that can take your campaigns to the next level.

Tune in for practical tips on using predictive technology, intent data, and technographics for successful ABM strategies.

In this episode, you’ll learn:

• How to use intent data to enhance your paid media targeting and improve conversion rates.
• Why defining your Ideal Customer Profile (ICP) is crucial before launching any ABM campaign.
• How to effectively measure the impact of your paid media campaigns by tracking engagement metrics.

Jump into the conversation:

02:40: ABM as a company-wide strategy.

06:15: Getting granular with targeting.

12:47 Effective Use of ABM Channels.

14:14 Advanced targeting strategies.

26:19 Measuring success in paid media.

B2B marketing is no longer just about chasing leads and closing deals. It’s about creating unforgettable experiences that resonate long after the pitch.

In this episode, Tom Stein, CEO and Founder of Stein, reveals the transformative strategies high-achieving B2B businesses are deploying to dominate their markets. You’ll discover why investing in creativity, unifying brand and demand, and focusing on customer experience are critical to massive revenue growth. Plus, hear about the groundbreaking documentary Everybody's Business and its mission to elevate B2B marketing on the main stage at Cannes. That’s right! We’re going Hollywood in this episode!

Tune in to learn how you can leave a trillion dollars of enterprise value on the table – or join the ranks of leaders who seize it.

In this episode, you’ll learn:

• How investing in creativity can significantly elevate your B2B brand and lead to increased revenue. And we back that up with successful case studies and examples of real-world impact.
• Why unifying brand and demand teams can result in a 200% increase in marketing-generated revenue.
• The importance of incrementality testing to justify budget allocation towards brand investment. Find out how top companies have effectively used this strategy to drive growth.

Jump into the conversation:

07:43 Unexpected festival experience solidifies B2B relevance.

15:24 Mimi Turner promotes simple, creative strategies for B2B.

16:17 LinkedIn event showcased power of brand demand.

21:04 BDX creates dynamic omnichannel brand experiences.

23:15 Top B2B brands leaving $1 trillion value.

29:32 B2B not just business-to-business anymore.

External Resources:

New BDX Playbook - Unifying Brand and Demand - https://www.steinias.com/original-thinking/news/new-bdx-playbook-unifying-brand-and-demand/

Everybody's Business Documentary - https://www.youtube.com/watch?v=pDXZ5pJ6Ka0

Is growth at all cost dead? Our guest for this episode certainly thinks so.

In this insightful episode, Jacco van der Kooij, founder of Winning by Design, shares how companies can achieve lasting success by prioritizing intelligent, scalable growth strategies that lead to recurring impact.

Discover the essential metrics for targeting customers effectively, the shift from doing more to doing better, and why the asymmetry of knowledge now favors the buyer. Jacco’s insights will empower you to elevate your sales strategies and achieve sustainable growth with precision and impact.

In this episode, you’ll learn:

The importance of moving away from the "growth at all costs" mentality and instead focusing on creating recurring impact for customers.

How success comes from measuring what works, targeting customers more effectively, and prioritizing impactful actions over sheer volume.

How advancing AI shifts knowledge power to buyers, requiring sales professionals to adapt by refining strategies, offering value-driven interactions, and using AI to meet the evolving needs of informed customers.

Jump into the conversation:

08:53 How impact drives recurring revenue.

13:55 Adapting to evolving SaaS products and sales strategies.

17:56 How AI impacts the SDR role.

20:49 Founders and CEOs have been ignoring revenue growth warnings.

24:16 Why job security depends on adaptability.