"You are putting your deal in the hands of people you're never meeting, doing research you have no control over, trusting sources you've never vetted, and hoping for a good outcome." — Glen Torregiani, Founder, EnAIbld

The average B2B buying team now includes 8 to 14 stakeholders. In a typical SaaS deal, sales will talk to three of them. The rest are doing their own research — opening Claude, checking Reddit, showing up to the internal meeting you're not invited to with their own objections already formed. The person who goes quiet after the demo is the one who kills your deal. And you'll never know why.

This episode picks up where the Steve Krull and Glen Torregiani episode left off. Getting found by AI search is step one. What happens in the middle of the buying journey — after awareness, before the hand goes up — is where aligned deals are being quietly lost right now.

Toni Hopponen, Founder of LandingRabbit, covers how to get the knowledge locked inside your sales team's heads onto your website where buyers and LLMs can actually find it. He makes the case for ungating your best content, why product documentation is now a sales asset, and why your content needs to repel the wrong buyers as much as it attracts the right ones. If your content is attracting leads that never close, that's a message problem before it's a sales problem.

Glen Torregiani returns to cover why 90% of the current GTM stack is pointed at seller activity while buyers are making decisions without anyone. The compliance officer, the CTO, the end user — the stakeholders who don't say yes but can absolutely say no — are being ignored by most companies' content strategies. Glen walks through what persona-specific content looks like and why disqualification is every bit as important as qualification.

Summer adds the sales lens throughout: the quiet stakeholder in the room, why salespeople know why deals are lost but that knowledge never makes it into the content strategy, and how to close that loop between sales insight and content production.

Lightning round closes with one thing to audit today if you're generating leads but not closing enough of them.

This episode is part of a series. The previous episode with Steve Krull and Glen Torregiani covers AI search visibility, the dark funnel, and the free audit that proves your brand is invisible in LLM results. Look for the episode right before this one.

Toni Hopponen — Founder, LandingRabbit. Turns sales knowledge into web content that converts.

Glen Torregiani — Founder, EnAIbld. Buyer enablement for the AI era.

Summer Poletti is the Founder and CRO of Rise of Us, a revenue architecture consultancy for growth-stage B2B companies. When revenue is flat and the old playbook isn't working, she diagnoses where the real gap is — GTM strategy, sales hiring, partner-led growth, content infrastructure, or the revenue system holding it all together — and builds what fixes it. It's never just sales. theriseofus.com

Revenue Remix is on Apple Podcasts, Spotify, YouTube, Amazon Music, and iHeart.

"Bad enablement is worse than no enablement. A frustrated prospect is worse than one that didn't get quite enough." — Glen Torregiani, Founder, EnAIbld

HubSpot called it a traffic apocalypse. Neil Patel confirmed it earlier this year: bot traffic has surpassed human traffic for the first time. Inbound leads are dropping. Buyers are arriving later, with a shorter list and less patience — and most sales and marketing teams are still operating like it's 2021.

Here's what's actually happening. B2B buyers are using AI as a research assistant, not a search engine. They're asking ChatGPT, Perplexity, and Claude who to call before they ever visit your website. That traffic doesn't show up in your analytics. You're not seeing the first third of their buying journey. And if you're not part of those LLM conversations during the research phase, you're not on the shortlist before the hand goes up.

This episode is the first in Revenue Remix's dark funnel series. Steve Krull, CEO of BeFound Online, breaks down why most brands are invisible in LLM search results and exactly what to do about it — including a free audit using SEMrush's AI visibility tool that gives you proof of the problem you can take straight to your leadership team. He also covers content architecture: why a 13-piece pillar structure drives up to 35% greater organic exposure and why your first paragraph now matters more than your entire keyword strategy.

Glen Torregiani, Founder of EnAIbld, covers the other half of the problem — what has to happen on your website when an anonymous buyer finally lands on it. Why gated content is broken now that buyers can get a good-enough answer from Claude in 30 seconds. Why a bad chatbot experience loses deals before sales ever gets involved. Why 97% of your visitors will never fill out a form and what you can do about it.

They also cover query fan-outs — the related questions LLMs generate when a buyer prompts them — and how to reverse-engineer those questions into your next content strategy. Practical and specific throughout.

One critical tip from the episode: when auditing your own AI visibility, log out, open a private browser, and start a new chat. If you test from your own account, the results are biased toward your brand. You need a clean session to see what a stranger actually finds.

This episode is part of a series. The follow-up with Toni Hopponen and Glen Torregiani covers what to do once a buyer is in the middle of the funnel — the 8 to 14 stakeholders sales never meets and the content gap that's killing deals. Dropping next week.

Steve Krull — CEO, BeFound Online. 20+ years in digital marketing and AI search visibility.

Glen Torregiani — Founder, EnAIbld. Buyer enablement for the AI era.

Summer Poletti is the Founder and CRO of Rise of Us, a revenue architecture consultancy for growth-stage B2B companies. She works with founders and CEOs past $5M who need more than another sales hire — they need the system that makes growth sustainable and the diagnosis that tells them where the real gap is. It's never just sales. theriseofus.com

Revenue Remix is on Apple Podcasts, Spotify, YouTube, Amazon Music, and iHeart.

Most companies stuck between $5M and $20M ARR aren't failing because of one broken thing. They're failing because the team, the pricing, the messaging, and the offer all quietly stopped matching the company they've become — and nobody stepped back long enough to notice.

This episode continues the Messy Middle series, expanding on the $5M-to-$20M wall conversation from a few weeks back. Today's focus: what actually needs to shift once you outgrow the playbook that got you here.

Jenna Reback, messaging strategist and founder of Blueberry Creative Studios, opens with the three questions every stalled company fails to answer clearly: why this, why you, why now. She breaks down the difference between messaging that stopped landing because the market moved, and messaging that stopped landing because the company quietly moved up-market without updating how it talks about itself. Her closing point: don't outsource your differentiation to AI. She proves it with a story about her own name that no model could have generated.

Victoria Chemko, executive coach and 24-year operator, brings her four-part framework — signal, state, structure, support — for why leadership teams thrash instead of pivot cleanly during a stall. Her case: the shift has to start with the leader before it can show up anywhere else in the business. Get honest about burnout and self-awareness first, or every other fix is built on a shaky floor.

Shimon Perry, customer success leader, makes the case for interviewing your current team as if they were external candidates for the company you're becoming — not out of disloyalty, but because keeping someone in a seat they've outgrown does nobody any favors. He also shares a controversial move from a company he worked with: requiring customer success to sign off on deals before close, and what that structural friction actually prevented.

Summer threads it together with the sales lens: why custom pricing kills a repeatable engine, why every department needs a shared, quantified goal instead of a number pulled from thin air, and why "we don't have a retention problem — yet" is the sentence that should worry every founder in this revenue range.

Lightning round closes with one thing each guest says to review this week if growth feels stuck — from messaging to pricing to your own bandwidth.

Jenna Reback — Founder, Blueberry Creative Studios. Messaging and positioning for scaling B2B companies. [LinkedIn]

Victoria Chemko — Executive Coach, 24-year operator. Works with leadership teams navigating growth-stage change. [LinkedIn]

Shimon Perry — Customer Success Leader. Builds CS functions that operate as revenue teams, not just relationship teams. [LinkedIn]

Summer Poletti is the Founder and CRO of Rise of Us, a revenue architecture consultancy for growth-stage B2B companies. When revenue is flat and the old playbook isn't working, she diagnoses where the real gap is — GTM strategy, sales hiring, partner-led growth, content infrastructure, or the revenue system holding it all together — and builds what fixes it. It's never just sales. theriseofus.com

Revenue Remix is on Apple Podcasts, Spotify, YouTube, Amazon Music, and iHeart.

Trade shows and conferences can eat up to 30% of a B2B marketing budget — and for growth-stage companies, a single industry "Super Bowl" can run $150,000 before the booth footprint is even built. So why do so many teams fly home with a stack of badge scans and nothing that looks like pipeline? Summer Poletti sits down again with Sandi Green of Miracle Max Marketing to break down the full event lifecycle — pre-event planning, mid-show execution, and post-event follow-up — the three phases where money gets made or left on the table.

Sandi opens with the million-dollar question every company should answer before signing the contract: why are you going? Skip it and you show up with a beautiful booth and no plan. From there, she and Summer walk the timeline. At 100 days out, gather a cross-functional team — sales, marketing, product, customer success, and finance — into one room to align on goals, story, and who owns what. That single meeting surfaces what teams usually miss: customers quietly at churn risk who'll be walking the floor, a speaking slot marketing already negotiated, a market shift worth building your whole campaign around. Your pre-show outreach doesn't have to be "are you going, are you going?" — it can lead with research, a point of view, or a reason to care.

They dig into booth giveaways your ICP actually wants (and why the $100 gift-card raffle is dead), the merch-store approach that beats a table of pens, tying giveaways to a creative theme, and calling your vendor to ask "what's hot, what's played out." On the customer side: the non-logoed gift that gets remembered, why sending customer success pays dividends, and how a busy booth creates its own FOMO.

Mid-event, they cover working the floor instead of guarding the booth, designating a photographer and videographer 100 days in advance, action shots over static setups, rotating the team so the booth stays inviting, and the partner "treasure map" that drives reciprocal traffic. On outreach: pulling the show manager's pre-registration list early, enriching it, running lookalike ads, and re-engaging deals that went dark.

Post-event, Summer makes her case for blocking the entire following week as sacred follow-up time — book the next step at the booth, not by email later — while Sandi layers marketing "air cover," nurture streams, the 30-second teaser that earns a 30-minute meeting, and the post-event event that catches everyone who couldn't attend. Two messages from a company you visited won't offend anyone. One dropped ball between sales and marketing will cost you the deal.

The throughline: an event is a growth lever that produces zero ROI without a plan and clear ownership. Badge scans aren't pipeline. Brand awareness isn't enough. What moves the scoreboard is coordination decided before you ever step on the show floor — including a shared definition of what a sales-ready lead actually is.

Guest: Sandi Green, Miracle Max Marketing
100-Day Event Checklist

About Rise of Us: Summer Poletti is founder and CRO of Rise of Us, a revenue architecture consultancy for growth-stage B2B companies. Summer helps founders and CEOs stop wasting money and momentum on growth strategies that fall flat — diagnosing where revenue stalls and building systems that convert. More salespeople won't fix a broken system, and more pipeline won't help if nothing moves it. It's never just sales.

Listen wherever you get your podcasts

A CEO at roughly $6M ARR came in wanting to grow his small sales team. He had a specific revenue goal and he was willing to spend to reach it.

Summer Poletti — founder and CRO of Rise of Us — took the project, looked at the system underneath it, and found every profitability gap covered in the previous episode of this series sitting inside the company. So she told him something most people brought in to build a sales team don't say: let's not hire yet. Let me fix this first, and then we'll decide whether hiring makes sense.

What happened

They hit his revenue goal. No new headcount.

The half a million dollars or more earmarked for payroll went to the bottom line instead, because the gaps that were leaking revenue got closed rather than papered over with more people.

The second outcome was the one he hadn't asked for. The salespeople already on the team started selling considerably more than they had been, which put more money in their pockets — and that ended a revolving door problem he'd been living with. Reps weren't earning what they wanted, so they left, and replacing them carried its own cost. Fixing the system fixed the retention problem underneath it.

Why this is the proof point

Everything else in this series is structural: what sales-readiness looks like, what to build before, during, and after a hire, and which profitability gaps to close first. This episode is the version with a number attached.

The premise a growth-stage CEO rarely tests: more revenue does not require a bigger organization. Doubling a sales team doubles payroll, and if the added reps produce just enough to cover themselves, the result is a larger company with a flat profit line. Closing the leaks first changes what the same team is capable of producing — and can change how many people the plan needs at all.

There's a version of this where the company you end up running is smaller than the one you pictured, and both the profit and the life you wanted are still there.

Who this episode is for

Founders, CEOs, and presidents at B2B SaaS, fintech, and professional services companies between $5M and $25M ARR who are about to add sales headcount, watching revenue climb while profit stays flat, or losing salespeople who aren't earning enough to stay.

If this story struck a chord, send it to someone who needs to hear it. If you're the one who needed to hear it, DM Summer on LinkedIn and let's figure it out.

Rise of Us — revenue architecture for growth-stage B2B companies. theriseofus.com

profitable growth, sales team expansion, revenue without headcount, profitability gaps, sales rep retention, B2B SaaS revenue strategy, when not to hire salespeople, fractional CRO case study

Doubling your sales team doubles your payroll. If the new reps bring in just enough to cover themselves, you end up with more revenue, more headcount, more headaches — and the same profit line.

In this bonus solo episode, Summer Poletti — founder and CRO of Rise of Us — walks through what she looks for inside a $5M–$25M ARR company before anyone signs off on new sales headcount. Not the sales-readiness gaps covered earlier in this series. These are the profitability gaps: the places where revenue is already leaking out of a system that looks like it's working.

The goal isn't revenue growth. It's profitable growth — revenue up, profit up more.

The 5 profitability gaps she finds most often

1. The marketing-to-sales handoff. Marketing defines a lead one way. Sales defines it another. The buyers in the middle — sent over, judged not ready, sent nowhere — are the leakage. Where does a lead go when sales won't take it? Most companies can't answer that, and nobody is nurturing the people stuck in the gap.

2. Stalled and lost deals with no follow-up motion. Buyers fall off after the demo or after pricing. Some say no. Some just go quiet. Either way, they frequently sit untouched for years. Not-buying-ready is a timing verdict, not a permanent one, and treating it as permanent is one of the most expensive habits in a growth-stage revenue system.

3. Partners in name only. Listed in the CRM, sitting in a spreadsheet, or living in someone's head. A conversation happened, both sides agreed to partner up, and nothing was built after that. Underoptimized partnerships leave a significant amount of money on the table quietly, because nobody is measuring what they were supposed to produce.

4. Underoptimized middle clients. Not the marquee accounts and not the scrappy early customers you took when all revenue was good revenue. The accounts in the middle — underusing the product, no expansion motion, no referral motion. Building out that middle is also how you de-risk the top: one company Summer worked with had more than 60% of revenue tied to a single client.

5. Underperforming events. Event spend runs second only to payroll in some companies, with no real marketing wrapped around the event and no answer to the only question that matters: what revenue did we recognize because of this?

Why plug these first

Two reasons, and one of them answers the speed objection. Closing profitability gaps produces lift and momentum before a new hire ever starts, which means the planning window isn't dead time. And the system that hire steps into is already built to convert payroll into profit rather than just into activity.

Who this episode is for

Founders, CEOs, and presidents at B2B SaaS, fintech, and professional services companies between $5M and $25M ARR who are planning to expand a sales team, questioning whether more headcount is the right move, or watching revenue climb while profit stays flat.

Know someone scratching their head about where their leads are going, whether their events return anything, or why the partnerships they announced never delivered? Be a good business friend and send this over.

And if it sounds like you, DM Summer on LinkedIn.

Rise of Us — revenue architecture for growth-stage B2B companies. theriseofus.com

profitable growth, revenue leakage, lead handoff marketing to sales, stalled deal follow-up, partner program optimization, client expansion strategy, event ROI B2B, scaling a sales team, B2B SaaS revenue strategy, fractional CRO

"All of this planning sounds slow, and I don't want to slow down."

That's the objection Summer Poletti hears most from founders and CEOs who already know their sales hire needs structure underneath it. In this bonus solo episode, the founder and CRO of Rise of Us answers it directly — and she answers it as a 3x founder who doesn't like waiting either.

The premise: you don't have to choose between speed and structure. You have to sequence them.

The sequence is the strategy

Most sales-readiness advice hands a CEO a list and implies everything on it has to exist before the job posting goes up. It doesn't. Knowing when something needs to exist is as important as knowing what needs to exist. This episode breaks the build into three windows:

Before the hire. Comp plan, job description, pricing strategy threaded into the comp plan, and a defined ideal client profile and ideal partner profile. This is the non-negotiable layer — you cannot write a comp plan or a job description without knowing who the role sells to.

During the search. Sales process, sales strategy, and a 90-day success plan with real metrics — longer if your sales cycle runs long. The target is day one, not offer day. Candidates in an interview loop have no visibility into whether your sales process exists yet, which means the interview window is free build time most CEOs waste.

After day one. Cross-training, sales playbook build-out, decks and enablement content, partner program, additional lead generation. Built while the new hire is ramping, staying one step ahead of where they are in the 90-day plan.

Summer's sales coach told her early in her first leadership role to stay one lesson ahead of her team and she'd be fine. She did, and she was. The same principle governs the build.

This works for small teams too, not just first hires

Companies scaling a scrappy team of one to four salespeople face a different version of the same gap. Those early reps are often founding employees — resourceful, close to the founder, operating without an execution layer because they never needed one. When the team scales, the next hires arrive with an employee mindset instead of a founding-employee mindset, and the missing structure becomes visible fast. A $20M ARR company has systems a $5M company doesn't. The fix is the same sequence, right-sized: identify the gaps, then build before, during, and after.

Who this episode is for

Founders, CEOs, and presidents at B2B SaaS, fintech, and professional services companies between $2M and $25M ARR who are hiring their first salesperson, scaling a small sales team, or rebuilding after a hire that didn't work — plus the CMOs, recruiters, CFOs, and advisors who get asked what to do first.

Know a founder who thinks they don't have time to plan because they need to grow right now? Be a good business friend and send this over. And if it sounds like you, DM Summer on LinkedIn.

Rise of Us — revenue architecture for growth-stage B2B companies. theriseofus.com

hiring your first salesperson, sales hiring process, sales onboarding plan, 90-day sales success plan, founder-led sales, scaling a small sales team, ideal client profile, sales process, B2B SaaS revenue strategy, fractional CRO

Most first sales hires don't fail because the salesperson was wrong. They fail because nothing was built for that salesperson to step into.

In this solo episode, Summer Poletti — founder and CRO of Rise of Us — breaks down what has to be in place inside a growth-stage B2B company before you post the job description, build the comp plan, or make an offer. If you're a founder or CEO between $5M and $20M ARR planning your first sales hire, expanding a sales team, or rebuilding after a sales hire that didn't work, this is the diagnostic conversation that usually happens behind closed doors.

The referral pattern nobody talks about

Summer is rarely called by the CEO first. The call comes from a CMO, a recruiter, a CFO, a board member, or an advisor — someone with the CEO's ear who has heard the growth plan and knows how the movie ends. The plan almost always sounds the same: let's hire a salesperson. The person listening sees what's missing underneath it.

Two kinds of CEOs planning growth

Both are planners. Both write the job description, build the comp plan, buy the CRM. The difference sits in the middle — what the new hire walks into after the HR onboarding packet is signed. One CEO builds the structure first. The other places an expensive bet on a sales hire figuring it out for them. Only one of those is a growth strategy.

The four gaps that predict a failed sales hire

Covered in this episode:

1. No defined ideal client profile. "We serve everyone, all industries, all sizes, all stages" reads like freedom and lands as paralysis. A salesperson needs to know exactly who to call, why you serve them better than anyone else, and what changes for them afterward.

2. No sales process. Knowing why buyers buy, why they don't, who sits on the buying committee, what buying-ready looks like, and what triggers the decision. Without it, your rep is being helpful to a prospect who might be price-checking a current vendor — or filling a third-quote requirement for someone else's board meeting.

3. No elevator pitch that leadership can deliver. New reps belong on the phone by the end of week one. That only works if someone in leadership can model the hook live. If they can't, trust with the new hire breaks immediately.

4. No real onboarding plan. Not the half-day with HR and the handbook. A structured ramp with metrics and milestones tied to revenue — 90 days minimum, two years for B2B SaaS in a high-trust sale, because that's when a rep in a complex sale is genuinely producing.

The magician problem

Say you find the rare full-cycle rep who can prospect, close, demo, manage pipeline, and build the strategy. They build your entire sales motion. Then a competitor recruits them. Or they quit. The question every CEO eventually faces: do you want your entire growth motion living in the brain of one employee?

Who this episode is for

Founders, CEOs, and presidents at B2B SaaS, fintech, and professional services companies scaling between $2M and $25M ARR who are moving out of founder-led sales — plus the CMOs, recruiters, CFOs, and advisors who get asked "who do I call?" before the hire gets made.

A failed sales hire is a $150K–$500K mistake at this stage. This series is about not making it twice.

Part 2 continues the series.

Rise of Us — revenue architecture for growth-stage B2B companies. theriseofus.com

first sales hire, when to hire a salesperson, founder-led sales, B2B SaaS sales hiring, sales onboarding plan, ideal client profile, sales process, VP of sales hire, growth-stage revenue strategy, fractional CRO

What a Bad Sales Hire Actually Costs You. It's not Just Financial, There's an Emotional Toll and also Brand, Trust, and Momentum

Founders reach for a sales hire when revenue stalls — but the real cost of getting it wrong isn't the salary. In this conversation, Summer Poletti (founder of Rise of Us, a revenue architecture consultancy for growth-stage B2B companies) brings together three operators who see this problem from different seats: a recruiter who places sales talent, a customer success leader, and a go-to-market marketing co-founder.

Together they break down what actually happens when a company hires its first — or fourth — sales rep before the system underneath them is ready. The conversation covers the financial cost, the emotional cost founders don't talk about, and the brand and trust damage that outlasts any bad quarter. They also dig into what separates a sales hire that sticks from one that becomes a cautionary tale: documented process, coaching (not just closing), shadowing, and hiring for likability without skipping the fundamentals.

Topics covered:

• Why "hire a salesperson" is often the wrong answer to a revenue problem
• The real cost of a bad sales hire: financial, emotional, and reputational
• Why founder-led sales doesn't automatically translate into a repeatable process
• The EOS visionary/operator split and what it means for early sales hires
• Why AI tools help analyze sales conversations but can't replace human judgment in hiring
• How to build your sales process in tandem with your hiring search, instead of waiting

Summer delivers this topic as a workshop for founder or CEO groups, learn more here.

Follow our Guests:

• JMS – John Mason-Smith
• Shimon Perry
• Sandi Green

Hosted by Summer Poletti, founder of Rise of Us (theriseofus.com), helping growth-stage founders avoid expensive sales mistakes before they make them.

Catch Revenue Remix wherever you get your podcasts and binge clips on YouTube

#SalesHiring #B2BSales #GrowthStageStartups #RevenueOperations #FounderLedSales #SalesLeadership

Let's call it what it is. Marketing says no one follows up with their leads. Sales says the leads suck. The CEO is just asking about the ACTUAL numbers because they have to report projections to the board. And somewhere in the middle, real pipeline is dying because nobody will say the quiet part out loud.

This episode is the quiet part out loud.

Summer met Edward Preston (EP) at TechCon SoCal, where he introduced himself as the BS meter: the person who sits between the CMO and the CRO and calls out whoever is covering their own ass at the expense of the business. Summer immediately recognized her people. She brought in Jeanne, a marketer who has spent her career actually caring whether leads close, and one of Summer's longest-standing professional collaborators from her corporate days. The three of them sat down to say the things that usually only get said after the meeting ends.

What came out of it was one of the most honest conversations about sales and marketing alignment that has appeared on this show. Not the version where everyone agrees that collaboration is important. The version where someone finally admits that MQLs have become a vanity metric dressed up as a strategy, that salespeople are often whining about leads they haven't actually worked, that marketing is building content based on what they think sales needs instead of what the front line is actually hearing, and that the CEO who shows up twice a year for an all-hands and expects the revenue number to hit is the real problem nobody wants to name.

They get into where buyers actually are by the time they show up in your pipeline, and why a salesperson using techniques from ten years ago is going to be obvious to a prospect who has already done 70% of their research before the first call. They talk about what real alignment looks like beyond the polite version: the forensic deal analysis, the call transcripts, the pricing objections that reveal your messaging isn't landing, and the two-way enablement loop that most companies only run in one direction.

EP makes the case for closing first and demoing last. Jeanne makes the case for marketing enablement as the missing counterpart to sales enablement. Summer makes the case that if all a salesperson does is take a sales-ready lead and get a signature, you don't need a salesperson at all.

And then they land where every honest revenue conversation eventually lands: accountability. What gets measured gets done. Numbers don't lie. And the companies where sales and marketing are still playing a blame game usually have a CEO who hasn't looked in the mirror yet.

This one is for every founder, CRO, CMO, and revenue leader who has ever sat in a pipeline review and known that something was off but couldn't name it. This episode names it.

Connect with Edward Preston EP on LinkedIn
Watch Summer's TechCon interview with EP on YouTube
Connect with Jeanne on LinkedIn
TechCon SoCal

Follow Summer

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#SalesAndMarketing #RevenueAlignment #B2BGrowth #SalesEnablement #MarketingEnablement #DemandGeneration #GTMStrategy #RevenueRemix #SalesLeadership #CMO #CRO #PipelineStrategy #VanityMetrics #B2BSales #BuyerJourney #SalesProcess #StartupGrowth #TechConSoCal