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Welcome to the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and especially SaaS growth. Today, we're diving into how to build demand gen that actually drives revenue with Irina Jordan.

Irina is Head of Demand Gen at Chowly, a leading restaurant growth platform trusted by over 17,000 restaurants nationwide. But what makes Irina fascinating isn't just her role, it's her revolutionary approach to demand gen that has the entire marketing community talking.

We explore why she publicly declares that MQLs are "lazy," how she's pioneered variable compensation tied to SQLs, and why reporting to a Chief Revenue Officer as one unified revenue team transforms everything about demand generation strategy and execution.

Here are the core areas we discuss in today's episode:

1: The MQL Death Sentence: Why Marketing's Favorite Metric is "Lazy"

2: Variable Comp Revolution: Putting Your Money Where Your Metrics Are

3. The Revenue Team Unification: Breaking Down Silos Through Structure

4. Bowtie Mastery: Demand Gen Across the Complete Customer Journey

5. AI-Era Adaptation: Fundamentals Over Panic in the GEO Revolution

As Irina demonstrates, when you align compensation with revenue outcomes, structure teams around shared goals, and focus on the complete customer journey rather than isolated metrics, demand generation transforms from a cost center into a true revenue driver. In an AI-driven world where traditional tactics are evolving rapidly, this foundation of alignment and accountability becomes even more critical for sustainable growth.

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