Selling the Cloud
Selling the Cloud delves into the stories of C-suite veterans in Sales, Marketing, Customer Success, and RevOps, revealing the secrets behind building successful SaaS empires. Each episode features seasoned leaders who walk through their career journeys, sharing the wins and lessons learned along the way. From mastering customer acquisition to leveraging AI-powered marketing and sales strategies, our guests provide actionable insights for driving growth and business success in the B2B SaaS space. Guided by a powerhouse team of co-hosts, including Mark Petruzzi, Paul Melchiorre, and Kristin "KK" Anderson, Selling the Cloud offers a front-row seat to the evolving world of Go-To-Market strategies. This podcast extends the insights from the best-selling books "Selling the Cloud" and "Data and Diagnosis-driven Selling", co-authored by Mark Petruzzi and Paul Melchiorre, making it your go-to source for the latest trends and practical tips in SaaS excellence.
Episodes
In Part 2 of our conversation with Steve Smith, Chief Revenue Officer at Live Oak Fiber, we go deeper into how his team is scaling with both agility and authenticity—blending AI, community engagement, and a customer-first mindset to win in a highly commoditized telecom market.
Steve unpacks what it really means to lead with transparency, build a culture that thrives across residential and B2B markets, and design a sales eng...
In this episode of Selling the Cloud, Steve Smith, Chief Revenue Officer at Live Oak Fiber, joins co-hosts Mark Petruzzi and KK Anderson to share what it really takes to stand out in a commoditized market. Drawing from 25+ years of telecom and GTM leadership, Steve reveals how Live Oak is building a “fiercely local” go-to-market model powered by customer obsession, simplicity, and a people-first sales culture.
From recruiti...
In Part 2 of this Selling the Cloud episode, Jamie Wilkinson, CEO of Smart4Cloud.ai, continues his insightful conversation with Mark Petruzzi and KK Anderson on how today’s revenue teams must evolve beyond job specs and tech stacks.
From building integrated, cross-functional orgs to navigating partner ecosystems, Jamie breaks down how human-centered leadership and honest business assessment unlock true scalability. He also ...
In this episode of Selling the Cloud, Jamie Wilkinson, CEO of Smart4Cloud.ai, joins Mark Petruzzi and KK Anderson to explore how the best revenue organizations combine technical talent and sales leadership to create scalable, high-impact GTM engines.
With 25 years of experience in both technical talent strategy and revenue organization design, Jamie breaks down how CROs and CEOs can avoid siloed growth models by integrating...
In this episode of Selling the Cloud, Stephen Messer, co-founder of Collective[i] and LinkShare, shares a bold and timely vision for the future of sales—one that trades CRM inefficiencies, seller churn, and impersonal cadences for AI-powered intelligence, real buyer relationships, and a return to value-based growth.
Stephen unpacks how Collective[i] is building the world’s first economic foundation model for B2B sales—a neu...
In Part 2 of this Selling the Cloud conversation, Josh Payne dives deeper into the future of AI-first growth teams, and how CoFrame is helping B2B orgs replace legacy handoffs and static workflows with continuously learning, automated systems.
Josh shares how teams are deploying AI to automate experimentation, generate code, and even shape strategy in real time. He outlines what it takes to build with AI in production (not ...
In this episode of Selling the Cloud, Josh Payne—Founder & CEO of CoFrame and creator of GPT-Migrate—joins Mark Petruzzi and KK Anderson to explore how AI agents and continuously optimizing websites are changing the future of digital growth.
Josh shares how CoFrame is helping mid-market and enterprise companies drive 30%+ increases in conversion by building adaptive, AI-powered interfaces that test, learn, and optimize ...
In this episode of Selling the Cloud, Mike Milburn—former Chief Customer Officer at Salesforce and founding team member of Service Cloud—joins Mark Petruzzi and KK Anderson for a masterclass in aligning product and sales teams around a shared go-to-market mission.
Drawing from his 15+ years at Salesforce, Mike shares hard-won frameworks for building product roadmaps that sales can actually sell, developing trust between CRO...
In this episode of Selling the Cloud, Mike Milburn—former Chief Customer Officer at Salesforce and founding team member of Service Cloud—joins Mark Petruzzi and KK Anderson for a masterclass in aligning product and sales teams around a shared go-to-market mission.
Drawing from his 15+ years at Salesforce, Mike shares hard-won frameworks for building product roadmaps that sales can actually sell, developing trust between CRO...
This special episode kicks off our Mastering Sales with AI series with a candid, high-impact discussion on how revenue leaders can move beyond AI buzzwords and actually apply intelligent selling strategies—especially in volatile markets.
Stephen Messer and Paul Melchiorre join Mark Petruzzi to break down the hard truths about what makes AI work in real sales orgs: leadership alignment, data readiness, and daily execution. T...
In Part 2 of this Selling the Cloud conversation, Stephen Messer, Co-Founder of Collective[i], continues to challenge the status quo of sales technology and leadership—this time focusing on how GTM teams can embrace AI, real-time data, and agile principles to navigate today’s complex buying environments.
Stephen and the hosts explore what’s broken in forecasting, why reactive CRM systems create risk, and how the modern sell...
In this episode of Selling the Cloud, Stephen Messer, Co-Founder of Collective[i], joins Mark Petruzzi and KK Anderson to challenge outdated sales systems and thinking—starting with the traditional CRM mindset.
Stephen shares why CRM is no longer enough to keep up with how modern B2B buyers actually buy, and how AI, agile selling, and real-time intelligence are enabling sales organizations to operate with precision, speed, ...
In Part 2 of Selling the Cloud, conversation with Kristina Jaramillo, President of Personal ABM, dives deeper into how ABM becomes a true revenue engine when it’s embedded across the entire go-to-market team.
Kristina focuses on post-sale motion; how ABM supports retention and expansion, closes the sales-marketing gap, and helps GTM teams drive value beyond the initial deal. She also shares how executive alignment, buyer en...
In this episode of Selling the Cloud, Kristina Jaramillo, President of Personal ABM, joins KK Anderson to unpack why most ABM programs fall short; and what it really takes to win and expand six- to seven-figure enterprise accounts.
Kristina shares how B2B teams can go beyond persona-based playbooks to deliver personalized, strategic account experiences. She explains how to redefine your ICP, align marketing and sales with s...
In this Part 2 episode, co-host Mark Petruzzi continues the conversation with Jack Zimnavoda, Head of Customer Success at Insightful. This time, they explore how Jack’s team is scaling Customer Success by embedding AI, aligning post-sale marketing, and applying smart segmentation strategies.
Jack shares how predictive tools, data-informed health scores, and hybrid touch models enable CS teams to identify churn risks, stream...
In this episode, co-host Mark Petruzzi welcomes Jack Zimnavoda, Head of Customer Success at Insightful. Jack shares how modern B2B SaaS organizations can turn customer success from a support function into a true driver of revenue and retention.
Together, they explore what it takes to align CS with sales, marketing, and product—without creating channel conflict. Jack reveals how predictive AI, smart segmentation, and aligned...
In this episode, co-hosts Mark Petruzzi and KK Anderson welcome back their friend and former Selling the Cloud host, Cathy Minter, now CEO of Wisdom.io. Cathy brings her deep go-to-market expertise to a timely conversation on what it really takes to scale in today’s fast-changing SaaS environment.
Together, they explore why the traditional, siloed approach to sales, marketing, and customer success no longer works—and w...
In this episode, co-hosts Mark Petruzzi and KK Anderson welcome back their friend and former Selling the Cloud host, Cathy Minter, now CEO of Wisdom.io. Cathy brings her deep go-to-market expertise to a timely conversation on what it really takes to scale in today’s fast-changing SaaS environment.
Together, they explore why the traditional, siloed approach to sales, marketing, and customer success no longer works—and why a ...
In Part 2 of our conversation with B2B Sales Playbook co-author and Growth Forum CEO David Fastuca, we dig deeper into the realities of modern B2B selling—where sales efficiency meets brand experience, and AI is no longer optional.
From the dangers of AI-powered spam to the rise of seller personal branding, David, Mark, and KK unpack the current sales landscape and where it's headed.
In this episode, we explore:
- Why AI sp...
In this episode of Selling the Cloud, we sit down with David Fastuca, CEO and Co-Founder of Growth Forum and co-author of the bestselling new book B2B Sales Playbook. From his base in Melbourne, David shares how high-growth teams can stop relying on random acts of selling and start building systemized, scalable sales engines. If you're still managing sales with gut instinct and ad-hoc processes, this episode is your wake-u...
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