How do you build a revenue engine that doesn’t just generate pipeline—but generates the right pipeline? In this episode, Kyle Lacy, CMO of Jellyfish, shares how his team tackled one of the biggest challenges in B2B go-to-market: pipeline predictability.

 

In this episode of Topline Spotlight, Kyle explains why traditional metrics like Stage 1 pipeline weren’t cutting it, how Jellyfish revamped its approach with deeper segmentation and leading indicators, and the impact of launching a Pipeline Council to align sales and marketing around quality, not just volume. Sam, Asad, and Kyle also touch on the biggest forecasting mistakes GTM teams make, why tracking pipeline per rep, source, and channel is a game-changer, how AI is reshaping marketing strategy, and what it takes to be a great CMO in 2025.

 

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Tune into The Revenue Leadership Podcast with Kyle Norton every Wednesday. He dives deep into the strategies and tactics that drive success as a revenue leader, featuring real operators like Jason Lemkins of SaaStr, Stevie Case of Vanta, and Ron Gabrisko of Databricks.

 

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Key chapters:

(00:00) - Introduction to Top Line Spotlight

(02:20) - Overview of Jellyfish and Its Purpose

(04:15) - Addressing Challenges with Leading Indicators

(09:50) - The Shift to Marketing for Engineers

(11:42) - The Role of AI in Modern Marketing

(16:22) - Inspiration and Closing Thoughts