The B2B Playbook

Your reps are booking meetings with people who were never going to buy this quarter.

In this episode, we're joined by Jake Rivera, founder of the Cacheflow Collective and one of the pioneers of the fractional SDR space. Jake went from SDR to enterprise AE inside some of the biggest software companies in the world, building around $100M in pipeline and closing over $19M along the way. George Coudounaris and Adem Manderovic dig into how he prospects to find each account's buying window, instead of pushing for a meeting on every call.

Jake explains why most of the deals he closed were already in market before he picked up the phone, how a three-step opener (research, insight, then a question that challenges the status quo) keeps cold conversations relevant, and why profiling a whole territory upfront lets one rep carry two or three quotas at once.

Tune in and learn:

• Why most buyers you close were already in their buying window before you called
• How to open a cold call with research, insight and a status quo question
• Why cataloging your territory early helps you forecast and manage up
• How fractional SDRs stack contracts and hit multiple quotas
• Why the reason to follow up is your last conversation, never your product

If you lead an SDR team, or you're an SDR tired of the high-volume grind, listen to this before you set next quarter's activity targets.

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🔗 Links + CTAs

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🧠 Revenue leader, CRO or founder? CRO School installs Revenue Alignment Architecture across Sales, Marketing and Customer Success: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

👤 Follow Jake Rivera on LinkedIn: https://www.linkedin.com/in/jake-r-4b1b63373/

🤝 Check out Jake's community, the Cacheflow Collective: https://elevatetechsales.com

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WATCH on YouTube: https://www.youtube.com/watch?v=P8-Yps0wjvc

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

00:00 Welcome to The B2B Playbook

00:35 How fractional SDRs carry multiple quotas without burning out

01:22 Meet Jake Rivera: from SDR to $19M closed

02:59 The SDR churn problem that led to contract stacking

06:11 High probability prospecting: most buyers were already in market

08:47 Cascading questions and the catalog

12:24 Why relevant context beats brand and product

13:08 The three-step cold call opener: research, insight, question

14:31 Why timing intel dies on the front line

16:26 Why so few sellers reach the same conclusion

19:03 Cataloging vs the meetings-booked metric

21:12 Why rejection becomes market data

22:30 Short-term vs long-term prospecting

23:29 Catalog your territory so you can forecast

25:18 Reverse engineer your quota

26:48 How cataloging powers contract stacking

28:25 The real reason to follow up

29:20 Signals vs a live conversation

33:13 Which industries this works in

35:57 Using AI research tools to profile accounts

37:15 Where the catalog data should live

38:53 Getting front-line insight to product and marketing

39:54 The AE to customer success handover gap

41:58 Inside the Cacheflow Collective

44:19 Final thoughts

Why Sellers Who Stop Chasing Meetings Hit More Quota - The B2B Playbook

AI made outbound easy to automate - so the reps who win now are the ones buyers actually trust.

In this episode, we're joined by Morgan J Ingram, who went from one of the lowest-performing SDRs at Terminus to training more than 50,000 B2B sellers, and now runs AMP Social. George Coudounaris and Adem Manderovic dig into what outbound is really for when anyone can send a thousand messages, and what to do with the prospects who aren't buying today.

Morgan shares the 30-second cold call that turned his career around, why AI is a mirror that only amplifies what you already know, and why he thinks the best sellers are heading back to the field - events, in-person meetings and old-school "street reach".

Tune in and learn:

• The 3 traits every great rep needs: magnetic, intuitive and consistent
• Why meetings-booked targets stop reps asking the questions that matter
• 3 ways to turn sales conversations into marketing and product insight
• Why SDR-to-AE conversion is the metric sales leaders should be watching
• How to move buyers from digital, to in person, to text

If you lead a sales or SDR team and your outbound is getting louder but not landing, listen to this before your next pipeline review.

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🔗 Links + CTAs

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🧠 Revenue leader, CRO or founder? CRO School installs Revenue Alignment Architecture across Sales, Marketing and Customer Success: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

👤 Follow Morgan J Ingram on LinkedIn: https://www.linkedin.com/in/morganjingramamp/

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WATCH on YouTube: https://www.youtube.com/watch?v=mnOjjyRqCiA

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

00:00 Welcome to The B2B Playbook

00:35 Would you take a demo from an AI seller?

01:25 Meet Morgan J Ingram: from struggling SDR to 50,000 sellers trained

04:12 Why Morgan never wanted to be in sales

07:23 The 30-second cold call that changed everything

10:13 How new SDRs learn the buyer's world fast

13:56 AI is a mirror: zero times a thousand is still zero

16:19 The 3 traits of great sellers: magnetic, intuitive, consistent

18:48 Why trust is the most valuable currency in sales

20:28 Sell like a doctor: what being intuitive really means

21:48 Do meetings-booked targets kill good discovery?

26:26 The SDR-to-AE metric most sales leaders ignore

28:50 3 ways to feed sales insights back to marketing

32:17 Getting buyer feedback to product and customer success

36:08 Gen Z, loneliness and the drop in critical thinking

39:48 Dead internet theory and what it means for sellers

43:22 Why elevating trust is the only daily goal that matters

45:50 Digital, then in person, then text: the new outbound path

46:53 Will buyers start choosing local vendors?

48:02 The rise of the field SDR

49:51 Street reach and deal boxes: old-school tactics coming back

53:27 Do we still need the SDR and AE split?

55:19 What cutting a whole SDR team really costs

57:31 Morgan's final advice: have fun selling

The New Way to Do Outbound in 2026 - The B2B Playbook

In this video, I chat with Kevin about LinkedIn ads frequency caps, and why the native member level caps won't stop a handful of big companies from eating your whole budget.

We cover:

How many impressions it actually takes to be remembered, the limits of LinkedIn's native frequency caps, and how to build company level caps with dynamic exclusion audiences.

If you are running LinkedIn ads and your budget keeps going to the same few accounts, this one's for you.

Tune in and learn:

Two quick diagnostics to spot a frequency problem, why 7 day audiences beat 30 day ones, a hack for the engagement objective, and how to make sure you're actually reaching the decision makers.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro

1:23 The Five B's framework refresher

2:56 Why LinkedIn frequency caps matter right now

8:51 How many impressions does it take to be remembered?

10:23 The ideal frequency range

11:37 LinkedIn's native frequency caps and their limits

13:38 Diagnostic: do you have a frequency problem?

15:46 How to build a company level frequency cap

18:36 Why 7 day audiences beat 30 day audiences

21:10 Adapting your thresholds to your ICP

23:18 A frequency hack for the engagement objective

25:04 When to hand engaged accounts to sales

26:22 Diagnostic: check impressions by job title

27:37 Tools like Fibbler and Factors AI

29:30 Outro

How to Stop Big Companies Eating Your LinkedIn Ads Budget - The B2B Playbook

In this video, I chat with Kevin about why your weekly sales and marketing sync isn't enough on its own, and how to turn it into a real feedback loop.

We cover:

Closed feedback loops, which signals sales, marketing and customer success should be sharing, using AI note takers without losing the human touch, and why MQL volume and closed revenue alone are the wrong incentives.

If you are a B2B marketer stuck in sync meetings that feel like a to do list read out loud, this one's for you.

Tune in and learn:

How to swap status updates for insights that actually change your go to market motion, why closed lost deals deserve as much attention as wins, and how a blended scorecard gets every team working toward the same pipeline.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro

2:44 The Five B's framework refresher

3:46 Turning your sync meeting into a feedback loop

4:46 Why sales and marketing alignment matters more now

9:12 Why sync meetings turn into to do lists

10:39 Swap updates for dashboards and closed loops

14:42 Does marketing need to prove its value to sales?

18:02 Closing the loop with customer success and closed lost deals

19:31 What info should flow between sales, marketing and CS

22:46 Getting aligned on ICP and key accounts

24:21 Using AI note takers without losing the human touch

25:29 Tip: ask AI for direct quotes with timestamps

26:27 Tip: use templates and cap your action points

27:27 How measurement and incentives break alignment

32:49 Do SLAs between teams actually help?

33:27 One dashboard with clear owners

35:19 Outro

Why Your Sales and Marketing Alignment Meeting Isn't Working - The B2B Playbook

In this video, I break down why lead scoring falls short in B2B and what to do instead. We get into cataloging the market, buying committees, ICP fit and timing, and how to use scoring as an overlay.

We cover:

→ Why lead scoring answers a much narrower question than most teams think

→ How individual contact scores miss the whole buying committee

→ Why engagement looks like intent when the real blocker is timing

→ What cataloging the market is and how to run it

→ How to use a simple score as an overlay, not the operating model

If you are a B2B marketer or revenue leader who is tired of passing "hot leads" to sales that go nowhere.

Tune in and learn:

→ The data you actually need before a scoring model means anything

→ The questions that surface vendor, contract renewal and circle back permission

→ How to build one shared account map for marketing and sales

→ Where SDRs fit into the cataloging motion

→ How to feed sales and CS feedback back into your scoring over time

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🔗 Links + CTAs

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📈 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and why lead scoring breaks

0:46 Today's topic: does lead scoring actually work

1:15 George heads to Greece for a family wedding

2:06 Live translation in an incubator consultation

3:17 The 5 P's framework explained

4:29 What we're covering this episode

4:54 B2B buying is account based and committee led

6:15 Lead scoring answers a very narrow question

8:28 Why lead scoring breaks and splits sales and marketing

9:49 Do you even have enough data to score leads

11:15 The B2B Incubator

12:06 What you should actually do with lead scoring data

13:12 What cataloging the market means

14:29 Building the account view: intent, timing, blockers

16:06 Use scoring as an overlay, not the operating model

18:06 Review false positives and missed opportunities

18:47 Our demand generation agency

19:26 Working backwards from closed won deals

20:32 One to one conversations and the SDR role

21:55 Key takeaways

In this video, I sit down with David Fastuca, the founder who built Locomotive, sold it to Travelport, bought it back, then sold it again to Webjet.

We cover:

Landing big-name enterprise customers like ANZ, World Vision and JB Hi-Fi as an unknown startup, why founders should build for real problems instead of shoehorning solutions into a market, and how to get honest åççcustomer feedback by taking yourself out of the room.

If you are a B2B founder trying to break into enterprise sales, nail your ICP, or build a product people actually stick with, this one's for you.

Tune in and learn:

How David went from complete travel-industry noobs to winning major enterprise deals, why he builds minimal lovable products and iterates fast, and how he uses analytics and third-party interviews to uncover what customers really think.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Building for a real problem, not chasing one

7:17 Landing enterprise whales as an unknown startup

14:37 Scrappy growth: content, PR, podcasts and referrals

20:15 Making marketing serve sales and stickiness

26:07 Staying close to the customer to build a better product

32:15 Hiring, phone calls and AI in modern selling

41:29 Niching down vs. creating a new category

50:30 What Ricochet does and why it exists

58:12 Wrap-up and the Grow Forum community

In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms.

We cover:

His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power.

If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you.

Tune in and learn:

How giving away real value at scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin

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CHAPTERS:

00:00 Intro

00:42 Welcome and guest introduction

02:29 From FedEx to fashion: Jared's early career

03:56 Building the fashion magazine on zero budget

09:49 Losing his job in Covid and starting on LinkedIn

11:05 The DM group that became revgenius

13:22 Direct market feedback and building relationships

15:32 Relationship selling lessons from FedEx

19:14 Long-term horizons vs short-term sales metrics

22:01 How the market misread Predictable Revenue

24:43 Ad break: B2B demand generation agency

25:20 New reps, SDR roles, and lost resilience

29:36 First principles and closed circuit selling

31:16 Bringing fundamentals back to revgenius

34:33 The goal: community media over another Pavilion

38:19 Ad break: B2B incubator course

39:31 Why Jared became a marketer

43:56 One-to-one marketing and the dream list play

46:13 Live market reports and the new media project

49:49 Closing thoughts on people-driven business

51:12 Wrap-up and outro

In this video, Kevin and I wrap up our 5Bs go-to-market framework with Be The Best, covering how to scale what's working without a bigger team by turning your wins into documented, repeatable systems and playbooks.

We cover:

→ Why growth does not have to mean headcount growth, especially with AI in the mix

→ How documented workflows and standard operating procedures save you time and remove guesswork

→ Why consistency in voice, tone, and quality is what builds trust in the market

→ Building lightweight playbooks anyone can follow for content, distribution, and repurposing

→ Operationalizing systems across sales, customer success, and product, not just marketing

→ Mapping content to the five stages of awareness on a regular cadence

→ When to double down versus pivot using your leading and lagging indicators

If you are a lean B2B team trying to scale demand generation without adding headcount, this episode is for you.

Tune in and learn:

→ How to turn your team's wins and workflows into repeatable assets

→ Why simple systems can live in a spreadsheet before you ever need expensive tools

→ How to build feedback loops between marketing, sales, and customer success

→ Why you should use quarterly reviews to check alignment and adapt

→ How to go from random acts of marketing to compounding growth driven by relentless execution

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and the Be The Best framework

1:00 Scaling without a bigger team

1:55 Documenting workflows and playbooks

4:10 Building consistency to earn trust

6:15 Operationalizing across go-to-market teams

7:45 Lightweight content playbooks

9:45 Mapping content to the five stages of awareness

11:45 Simple systems and not letting tools drive them

13:00 When to double down vs pivot

13:55 Using quarterly reviews to stay aligned

15:55 Key takeaways and recap

S08 E245 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.

We cover:

→ Why the MQL is outdated and how chasing it misaligns sales and marketing

→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity

→ The leading metrics that signal you are moving in the right direction

→ Why attribution is helpful but should never be treated as gospel

→ The "how did you hear about us" trick for uncovering dark social and hidden content impact

→ How to build marketing's credibility internally by tying activity to business goals

→ What good reporting for leadership actually looks like

If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.

Tune in and learn:

→ Why quality engagement beats arbitrary lead scores and lead volume

→ How to align leading and lagging metrics to your funnel and stage of growth

→ Why you should be data informed, not just data driven

→ How to get leadership to change their beliefs using real customer stories

→ How to become a strategic advisor internally, not just the person dumping data into a report

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads?

https://theb2bplaybook.com/linkedin-a...

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SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

0:00 Intro and the Be Better framework

0:50 What Be Better focuses on

1:35 The death of the MQL

3:40 Leading vs lagging metrics

6:20 Qualitative signals from your sales team

7:00 Avoiding the attribution trap

9:00 Be data informed, not data driven

10:30 Building marketing credibility internally

12:45 Getting leadership buy-in

14:20 What good reporting for leadership looks like

15:55 Key takeaways and recap

S08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth

In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/