The Unexpected Lever

Are you using AI correctly for market research?

In this episode of V5, Jarod Greene sits down with Claudia Natasia, CEO of Riley AI, to discuss the evolving role of AI in customer insights.

Claudia breaks down how AI is transforming market research, but she’s quick to caution against a plug-and-play approach. Off-the-shelf tools or LLMs alone won’t cut it if you want a real edge. She shares why blending proprietary data with AI is the key to unlocking insights your competitors will miss. With Riley’s innovative approach, they're helping businesses uncover the kind of golden nuggets that actually move the needle.

In this episode, you’ll learn:

1. Why AI alone isn’t enough – To stay ahead, companies will have to use their own data alongside AI models to generate unique insights instead of blending into the field.
2. The value of proprietary data in gaining a competitive edge – Pulling from the same sources leaves you blind to opportunities others are missing.
3. How user research drives business success – Real customer stories not only shape product development but also fuel substantial revenue growth.

Things to listen for: 

(00:00) Introduction

(00:52) Using AI as a research tool

(02:00) The outdated GTM playbook

(01:47) Why AI tools fall short

(03:01) Riley AI’s data-driven approach

(04:27) User research’s business impact

Is the CRO role changing to meet modern sales demands?

In this episode, Jarod Greene connects with Kelly Lewis of  B2B Go-To-Market Strategy, to discuss the ever-evolving nature of the CRO role and B2B selling teams in general.

Kelly explains why today’s CROs need more than just sales skills. They have to master strategy, operations and even AI to lead teams effectively and scale success. She also predicts a rise in CRO educational programs to meet these needs.

Listen to learn how sales leaders can evolve into CROs and adapt to the growing expectations of this complex role.

In this episode, you’ll learn:

1. How the CRO role is expanding – Beyond sales, the role now includes responsibilities in operations and strategy, making it a more complex leadership position.
2. Why asking “why” matters – Sales leaders aspiring to be CROs must develop a deeper understanding of decision-making processes across their teams.
3. The shift towards a new breed of sellers – With AI transforming the industry, Kelly shares her thoughts on where the next generation of sales talent will come from.

Things to listen for: 

(00:00) Introduction

(02:25) Why scaling teams and adopting AI are key CRO challenges

(03:54) Balancing marketing, ops, and sales within the CRO role

(05:57) Why realistic expectations matter in revenue operations

(07:37) The role of behavior change in successful enablement

(13:09) How AI is reshaping the next generation of sellers

(14:17) The future of sales engineers transitioning to account executives

Is brand the last real differentiator?

In this episode of V5, Jarod Greene talks with Margaret Kelsey, CMO of Kodaris, about the shifting landscape of B2B marketing.

Margaret argues that software has become a commodity—AI has made it easier than ever to build and replicate products. Yet many companies still rely on outdated go-to-market strategies instead of investing in brand and creative distribution. She explains why personal brands, employee advocacy, and strong cultural alignment are the key to standing out in a crowded market.

In this episode, you’ll learn:

1. Why traditional GTM playbooks don’t work – Relying on paid demand gen and performance marketing is no longer enough to win.
2. How brand has become the ultimate moat – When technology and distribution look the same, differentiation comes from the values and authenticity behind a company.
3. The power of advocacy at every level – From founders to employees, building trust through personal branding and cultural alignment drives long-term growth.

Things to listen for: 

(00:00) Introduction

(00:52) Software is now a commodity

(02:00) The outdated GTM playbook

(02:37) Why brand is the last competitive moat

(03:17) Leveraging podcasts for brand-building

(04:16) Personal brands and internal advocacy

(05:03) Hiring for cultural and brand alignment

(06:07) The flywheel that drives real growth

What actually is an AI agent vs. a personal productivity tool? And how do you navigate the vast vendor landscape? 

AI is changing the sales game, but are leaders truly harnessing its potential? In this episode, Vivun CEO Matt Darrow and CRO Trevor Jett break down what sales leaders need to know about AI agents.

From cutting through vendor noise to understanding the real impact on sales productivity, they bring clarity to an often-misunderstood topic. With firsthand insights from scaling high-performing teams, they explore how AI can democratize expertise, not replace sales roles.

Deal velocity and quality relationships don’t have to be at odds in B2B. Listen in to learn how leading teams are bringing more power to sales with Agentic AI.

In this episode, you’ll learn:

1. What makes an AI agent different – Why most sales leaders get the definition wrong and how it impacts decision-making.
2. Avoiding AI tool overload – How to filter out distractions and focus on tech that truly moves the needle.
3. Rethinking enablement – Why top reps don’t rely on traditional training and how AI can level the playing field.

Things to listen for: 

(00:00) Introduction

(01:08) How CROs navigate AI vendor pitches

(02:45) Defining AI agents: What most sales leaders get wrong

(04:13) The real challenge of AI tool sprawl in sales

(06:14) The spectrum of AI experiences: three AI categories every sales leader should know

(08:47) Too much “AI,” not enough actual intelligence 

(12:00) Agentic AI’s role in accelerating sales enablement and ramp time

(17:19) The myth of AI agents replacing sales teams

Are sales engineers too focused on features instead of what customers really need?

In this episode, Jarod Greene connects with Tom Josephson, Senior Director of Solution Consulting at TCP Software, to explore the power of discovery in building solid relationships with buyers.

Tom explains why curiosity is a superpower for SEs, how the right questions reveal real customer needs, and why great SEs show less, not more.

This episode gets into how SEs can shift their approach from demonstrating technical prowess to being strategic partners who understand the customer's goals.

In this episode, you’ll learn:

1. Why curiosity is essential in discovery – the best SEs ask insightful questions to uncover what truly matters to the customer.
2. When less is more in a customer conversation – Saying “yes” and moving on can be more effective than over-explaining, and a well-placed “no” can actually build credibility.
3. How to keep prospects engaged – Letting them feel like they’re driving the conversation creates stronger buy-in and more powerful rapport. 

Things to listen for: 

(00:00) – Introduction

(00:54) – Why curiosity makes discovery more effective

(02:25) – Why SCs should resist the urge to show everything

(03:54) – When to say “yes” and move on (and when to ask follow-ups)

(05:57) – The power of a well-placed “no” in sales conversations

(07:37) – Helping prospects reframe the problem, not just the solution

(14:17) – How great SCs shift from demoing features to guiding decisions

Are sales engineers relying too much on technical expertise and missing what truly drives customer decisions?

In this special V15 episode, Jarod Greene sits down with Marjorie Abdelkrime, Head of US West and Healthcare Solutions at VMware by Broadcom, to explore what separates great SEs from those who get stuck. Marjorie shares why curiosity is the most critical trait for success, how Sales Engineers can build trust by admitting what they don’t know, and why AI-powered demos provide an opportunity to elevate the human element in technical sales. She unpacks the evolution of the SE role, from product expert to strategic advisor, and the mindset shifts required to elevate sales engineering conversations.

From leveraging AI to enhance—not replace—SEs to understanding the customer’s customer, this episode explores the nuances of modern solution consulting.

In this episode, you’ll learn:

1. Why curiosity is the foundation of SE success - The best SEs go beyond technical expertise by asking deeper questions, uncovering business needs, and connecting solutions to real customer challenges.
2. How admitting “I don’t know” strengthens credibility - SEs who acknowledge knowledge gaps and follow up with thoughtful insights build stronger trust with customers and internal teams.
3. The evolving role of AI in sales engineering - AI-powered demos can enhance efficiency, but SEs need to double down on soft skill development to drive meaningful business conversations and strategic decision-making.

Things to listen for: 

(00:00) Introduction

(00:58) Why curiosity determines SE success

(02:25) The danger of pretending to know it all

(03:54) AI’s role in demos and what it can’t replace

(05:57) How SEs can use AI to advance their careers

(07:37) Understanding the customer’s customer

(14:17) From demo expert to trusted business advisor

Are sales teams too focused on flashy demos and missing what really matters to customers?

In this episode of V5, Jarod Greene welcomes Jeff Margolese, SVP of Global Solution Consulting at ServiceNow, to break down one of the biggest challenges in B2B SaaS: showing real customer value. Jeff shares why sales teams often get caught up in showcasing features without connecting them to business impact—and how to fix it. He explains the power of storytelling, why ‘before and after’ framing is crucial, and how differentiation is more important than ever in a crowded AI market.

From improving sales conversations to sharpening presales strategy, this episode explores the mindset shifts that drive better outcomes.

In this episode, you’ll learn:

1. Value-driven sales methodology changes the game – The best SEs don’t just showcase features; they frame solutions in the context of a buyer’s real challenges, making the “before and after” crystal clear.
2. The qualities of the best SC to ever live – The most effective Solution Consultants embrace curiosity—not just about the tech, but about their buyers as people. From noticing what books are on their desks to asking the right questions, curiosity is the key to differentiation.
3. How to connect features to business outcomes – Buyers want to see the cool tech, but what they really need is to know what’s in it for them. Aligning demos with real-world impact ensures your solution doesn’t just look good—it makes sense.

Things to listen for: 

(00:00) Introduction

(00:32) The challenge of showing true customer value

(01:15) Balancing demos with customer relevance

(02:36) The power of storytelling in sales

(03:32) Differentiation in an AI-saturated market

(04:30) Curiosity as a key trait in solution consulting

Is AI security keeping up?

Agentic AI is poised to transform B2B, but will security concerns block its potential? In this episode of The Unexpected Lever, Vivun CEO Matt Darrow sits down with security leaders Jamie Brown and Jessica Siclari to separate fact from fear in AI Agent security.

From navigating the evolving threat and regulatory landscape to designing a framework for AI vendor evaluations, they cut through the hype and provide a practical lens into how businesses can embrace AI Agents without compromising security.

In this episode, you’ll learn:

1.  The actual risks of AI agents – Beyond the buzzwords, what threats actually matter? From data training risks to AI hallucinations, and which security principles remain unchanged?
2. How to navigate shifting regulations – What global businesses must know about compliance in the U.S., EU, and beyond.
3. Red flags when evaluating AI vendors – The non-negotiables for keeping your data protected.

Security and innovation don’t have to be at odds. Listen in to learn how leading security teams are safeguarding data—while still embracing the power of Agentic AI.

Things to listen for: 

(00:00) Introduction

(02:15) AI’s impact on security and risk management

(04:46) The hidden risks of AI model training

(07:15) Data loss: the security team’s worst nightmare

(09:22) AI regulations: the U.S. vs. the EU

(11:34) Red flags when evaluating AI vendors

(13:26) The key to AI security: adaptation, not avoidance

Is an AI Sales Engineer the key to faster presales onboarding and smarter sellers?

In this episode of V5, Jarod Greene sits down with Toby Penn, an experienced global presales leader, to explore how AI agents are transforming sales engineering. Toby shares how AI, specifically Vivun’s AI Sales Engineer, Ava, is helping presales teams ramp faster, stay ahead of process changes, and focus on high-value tasks. He discusses the role of AI in simplifying sales enablement, fielding complex technical questions, and even empowering Account Executives with better decision-making. 

From scaling SE expertise to improving sales rep independence, this conversation highlights how AI agents are reshaping the go-to-market landscape.

In this episode, you’ll learn:

1. How an AI SE accelerates onboarding – Cutting PreSales ramp time from months to weeks by providing real-time guidance and training.
2. The difference between knowledge and expertise in AI agents - The best AI solutions don’t just retrieve knowledge. They have the expertise to present information in the context you need for real-world success.
3. How an AI Sales Engineer increases sales efficiency – Freeing up SEs from repetitive tasks and enabling AEs to make smarter, data-driven decisions, without distracting SEs from value-driven work.

Things to listen for: 

(00:00) Introduction

(00:22) AI and presales enablement

(01:31) Reducing sales onboarding time with AI

(02:53) AI’s role in continuous sales enablement 

(03:41) Extending AI beyond presales

(04:45) The importance of domain expertise in AI agents

(05:37) AI for sales independence and scale

Are marketing channels dead?

In this episode of The Unexpected Lever, Jarod Greene sits down with Mark Kilens, CEO and Co-Founder of TACK, to challenge a long-held belief in B2B marketing. 

Mark argues that traditional channels—email, paid ads, and SEO—are losing effectiveness while networks are becoming the real drivers of growth. He breaks down the shift from channels to networks and why companies need to rethink their marketing strategy. From building a network map to understanding the power of trust, this conversation explores a new way to connect with buyers.

In this episode, you’ll learn:

1. Why traditional channels are losing impact – High costs, crowded spaces, and diminishing returns are making old-school marketing tactics less effective.
2. How networks are shaping modern marketing – People, brands, and places hold more influence than ever, and leveraging them is key to growth.
3. The role of trust in reaching buyers – Aligning with trusted figures, communities, and brands can build credibility faster than any paid campaign.

Things to listen for: 

(00:00) Introduction

(00:25) Channels are dead—sort of

(00:56) The challenge with traditional channels

(01:36) The power of networks over channeling

(02:22) Rethinking marketing plans and budgets

(03:40) Building a network map
(04:37) Trust: the foundation of successful networks