Revenue Makers

Shifting to buying groups isn’t just a strategy change. It’s a cultural shift that touches everything from campaigns to content to measurement.

In this episode, Yesica Schaaf, VP of Global Demand Generation Marketing at Veeam, joins Adam and Saima to break down how her team made the leap from a traditional lead-based model to a fully operational buying group motion, and why ripping the band-aid was the best decision they made.

Yesi...

Imagine integrating AI into your marketing strategy to automate workflows and drive measurable results across your team.

In this episode of Revenue Makers, Rachel Truair, CMO at Simpro Software, shares her experience of embedding AI within her marketing organization.

Rachel talks about her team’s shift from initial AI experimentation to fully operationalizing AI. She highlights how AI is now embedded in everything her team does, fro...

What if your marketing budget could actually build pipeline instead of just plug holes?

In this episode of Revenue Makers, Alana Hass, Head of Integrated Campaigns and Growth Marketing at FireMon, shares her 20 years of experience in B2B tech marketing.

She discusses the value of strategic budget planning, the role of consistent brand messaging in long-term growth, and how marketing budgets should be viewed as investments in trust a...

Sales and marketing alignment may sound straightforward, but it’s often reduced to process charts and dashboards, rather than focusing on the people doing the work.

In this episode, Lia Davidson, CMO at EAB, joins Adam and Saima for a refreshingly honest conversation about what real alignment looks like inside complex organizations. She shares how building trust with sales didn’t come from structure or incentives, but from solving ...

AI is changing how marketing teams work, but it’s not just about new tools — it’s about shifting mindsets and building a true partnership between humans and AI.

In this episode, Liza Adams, a former big tech marketing executive turned AI and marketing advisor, shares how she helped a marketing team transform by integrating AI “teammates” alongside humans. With 25 marketers and 25 AI agents working together, this case study demonstra...

Events have always been a powerful way to connect, but in the world of B2B marketing, they often don’t get the recognition they deserve as a proper growth channel. Today, event-led growth is making a strong comeback, particularly as people yearn for genuine human connection in a tech-heavy, AI-driven world. When done right, events become much more than a one-time experience. They are strategic moments that drive revenue, build rela...

How does a company transform its market potential by tapping into the latest technology?

In this episode, Tricia Gellman, CMO of Box, shares how the company expanded its addressable market by $40 billion through AI integration. She discusses the need for new products, messaging, team structure, and partnerships. Tricia highlights the rapid changes in AI for content management and the importance of aligning sales, marketing, and cust...

A successful brand refresh is more than just a new look. It’s about aligning your messaging, visuals, and product to tell a cohesive story. But getting there requires careful planning, clear ownership, and a deep understanding of what’s changing.

In this episode, Saima Rashid and Adam Kaiser share the inside story behind 6sense’s brand refresh. They’ll explore how aligning messaging with product architecture drove design decisions, ...

How can businesses maintain their competitive edge while adapting to rapid technological changes?

In part two of conversation, Seth Godin, author of This Is Strategy, shares his insights on strategy, innovation, and the transformative impact of AI. He explains how to balance strategic commitments with the flexibility needed to respond to new opportunities. Seth addresses the potential pitfalls of relying too heavily on AI for effici...

How do you lead with strategy in a fast-changing world?

In this episode, Seth Godin, author of This Is Strategy, joins Saima Rashid and Adam Kaiser for part 1 of a two-part conversation. Seth discusses his latest book, This is Strategy, and how it challenges traditional views of what strategy really is. He explains why strategy isn’t about planning or quick wins, but about understanding where you’re headed and who you want to become...

What’s the secret to assembling the right team to power your ABM strategy?

In this episode, Max Spanier, Founder of Sloane Staffing, discusses how to build a high-performing team for Account-Based Marketing (ABM). He explains why hiring the right people is just as critical as having the right technology, how to identify key roles like GTM engineers, and why soft skills matter just as much as technical expertise. Max shares his insig...

When does buying software drive real impact, and when is it just a costly mistake?

In this episode, Maxwell Maurier, VP of Growth Marketing at Trellix, shares how to make technology investments that actually move the needle. He explains why strategy should come before software, how Trellix aligns purchases with business goals, and what marketers often overlook about attribution. He also breaks down the risks of chasing the latest to...

AI-driven email outreach is more than just automation—it’s a game-changer for sales and marketing teams. But how do you deploy AI agents effectively while maintaining compliance, preserving inbox health, and ensuring human alignment?

In this episode, Chris Dutton, VP of Marketing Operations at 6sense, breaks down how his team has scaled AI email agents over the past three years, long before AI became mainstream. He shares the key le...

When does a B2B influencer strategy drive real impact and when is it just a distraction?

In this episode, Fredrik Borestrom, Director of International Agency Development, EMEA and LATAM at LinkedIn, shares insights on the rise of B2B influencers. He explains why expertise is more valuable than reach, how brands can tap into employee advocacy, and what LinkedIn’s latest research with Edelman reveals about effective influencer marketi...

ABM has always been about precision—knowing the right accounts, the right moments, and the right messages. But as technology evolves, so do the strategies that drive success. With AI, personalization at scale is becoming a reality, while brand-led demand generation is proving more critical than ever.

In this episode, hosts Saima Rashid and Adam Kaiser break down what’s working in ABM today. Then they’ll explore how AI is reshaping a...

Marketers have never been short on big ideas—but executing them has always been the challenge. Too much time spent on production, data wrangling, and operational headaches has kept teams from focusing on strategy and creativity. Now, AI is flipping that equation. Generative AI isn’t just a new tool; it’s redefining what’s possible in marketing, removing barriers, and accelerating innovation.

In this episode, Scott Brinker, VP of Pla...

For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used?

In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective on the role of MQLs in account-based marketing (ABM). Nadia highlights the operational chall...

The word “no” intimidates many, but Karen Bomber sees it as a key to success. Embracing rejection is essential for growth, reinvention, and making a lasting impact.

In this episode of Revenue Makers, Karen Bomber, Chief Commercial Officer of ABB Energy Industries, shares her career journey—from starting as an engineer to becoming a leader who integrates technology, marketing, and commercial strategy to put the customer at the heart ...

Many fear a robot uprising, but AI isn’t here to replace humans—it’s here to assist and enhance what we do best.

In this episode of Revenue Makers, Paul Roetzer, Founder and CEO of the Marketing AI Institute and SmarterX, explains what AI agents are and what businesses need to know to maximize their potential. As an expert in artificial intelligence, Paul shares his perspective on the impact of AI on jobs, industries, and the future...