The B2B Roundtable
The B2B Roundtable is a podcast about what dashboards miss in B2B revenue systems. Most GTM teams manage what their dashboards can measure. But the numbers don’t always explain why growth is slowing, buyers disengage, or revenue isn’t keeping pace. Hosted by Brian Carroll, GTM advisor and author of Lead Generation for the Complex Sale, the show features candid conversations with B2B leaders, operators, and thinkers about what’s really happening beneath the numbers, what they’ve learned, and what they changed. Learn more at https://www.markempa.com
Episodes
About This Episode
Everybody talks about GTM alignment. Sales, marketing, and customer success all working together around the customer. But actually making that happen changes how teams work together, and that’s where most alignment efforts quietly stall.
In this episode, Brian talks with Martha Mathers about where GTM alignme...
About This Episode
Most GTM teams are using AI to make existing work faster. But faster isn’t the same as different. And the teams that are actually pulling ahead aren’t automating the past — they’re reimagining the work itself.
In this episode, Brian talks with Liza Adams about what separates teams that are getting faster with AI from teams that are actually changing how they work. Liza shares the ...
For years, B2B teams tried to make SDRs more efficient.
More calls. More emails. More activity.
Then AI arrived, and many teams tried to automate the same model.
But what if the problem wasn’t needing a faster version of the old playbook?
What if the real opportunity is to use AI to make people better at the things only humans can do?
That’s the question behind my conversation with Craig Rosenberg.
Craig has been gather...
A company reaches a key moment. The strategy changes, the target buyer shifts, and leadership decides to focus on the enterprise market.
But the go-to-market system underneath the business may still be built for an earlier stage of growth.
Corey Livingston shares why rebuilding your GTM should start with understanding and clarity, how marketing can build trust with sales before results appear, and what leaders should measure before...
Most GTM teams have gotten very good at tracking what buyers do. They can see form fills, intent signals, CRM activity, demo requests, and pipeline movement.
But those systems often miss the people, pressure, risk, trust, and hidden stakeholders shaping the actual decision.
In this conversation, Scott shares what he learned from studying more than 10,000 buyers across 15 industries, including why so many people who influence a deal...
About this episode
Here’s something most B2B marketers know but do not always say out loud.
We have gotten very good at measuring things.
Attribution. Pipeline metrics. Sourced revenue. Influenced revenue. Cost per lead.
And yet, a lot of B2B brands are still forgettable.
Not because the marketers are bad.
Because the system keeps pulling them toward what can be tracked, reported, and defended in the next pipeline re...
DeAnna Ransom explains why more reps, more tools, and more activity aren’t fixing pipeline, and why modern GTM teams need more precision, stronger retention, and deeper customer understanding.
About this episode
Most B2B growth teams are doing more than ever.
More reps. More tools. More signals. More outbound. More dashboards.
And yet, for many teams, the pipeline still doesn’t follow.
That’s the tension ...
About this episode
Most B2B marketing still runs on a single number: the marketing qualified lead. Jon Miller is one of the few people who can tell you where that number came from, because he helped build the system that produced it — first at Marketo, where he helped create the marketing automation category, then at Engagio, then at Demandbase.
What makes this conversation different is that Jon went back and diagnos...
About this episode
Most B2B buyers say they would rather buy without talking to a sales rep.
That sounds like a sales problem. Brent Adamson says it is deeper than that. Buyers are not just avoiding sellers. They are struggling to make confident decisions.
Brent is one of the clearest voices in modern B2B sales. He is co-author of The Challenger Sale, the book that changed how many sales and marketing teams think about com...
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