Dave Boyce, revenue strategist and PLG expert, flips the funnel on its head and makes a compelling case for why the real money in B2B isn't at the top of the funnel - it's already inside your customer base. If you're still measuring success at closed-won, you're missing 90% of the story.

Tune into this episode, as we explore:

• (00:16) The $100M ARR breakdown that'll make you rethink your entire marketing budget
• (03:41) Why do we hand off our most valuable work to the lowest-paid people in the building
• (04:15) Incentives drive behaviour
• (07:07) Growth loops in action: how Canva, Zoom, and Figma turn customers into pipeline
• (10:11) Community, events, and peer influence - the right-side-of-the-bow-tie playbook most B2B teams are still missing

Listen to the full episode here: https://open.spotify.com/episode/3eehi7RuJmrN59UgjHMr43.