The B2B Revenue Executive Experience

Here’s a hard truth most organizations avoid: your CRM isn’t failing because of the software; it’s failing because of your CRM strategy. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Jason Kramer, Founder and CEO at Cultivize, to unpack why many companies invest heavily in platforms, features, and integrations, expecting immediate gains in sales pipeline management and visibility. But without a clearly defined process, even the most advanced systems fall short. Instead of enabling revenue optimization, the CRM becomes a fragmented repository of inconsistent data and missed opportunities.The CRM Pressure Test That Reveals the TruthEarly in the conversation, Jason introduces a deceptively simple diagnostic for evaluating CRM implementation effectiveness:Ask your team: “If we deleted the CRM tomorrow, what would you miss most?”This single question exposes the reality behind CRM best practices. If the answers don’t align with leadership expectations, there’s a disconnect. If the team struggles to respond, adoption is likely superficial. And if they highlight unexpected features, it signals a deeper issue in how the system supports the actual sales process optimization.This approach directly ties into B2B CRM strategy and revenue operations, where alignment between tools and team behavior is critical. A CRM that isn’t actively relied upon isn’t driving value; it’s simply documenting activity.Process First, Technology SecondA central theme of the discussion is the importance of process-first CRM implementation and optimization. Jason emphasizes that technology should reinforce a well-defined process, not attempt to replace one.He illustrates this with a case study of a roofing company that uncovered nearly $4 million in unclosed deals within its pipeline. The issue wasn’t demand; it was execution. Without structured sales funnel management, each salesperson operated differently, leading to inconsistent data, stalled deals, and poor visibility.By redefining the sales pipeline management around the actual buying journey and introducing sales automation, the company transformed its results. Automated follow-ups ensured that long sales cycles, sometimes extending 15–18 months, were consistently nurtured rather than abandoned.This shift highlights how aligning systems with processes can unlock significant revenue optimization without increasing lead volume.The Silent Killer: Poor Lead NurturingOne of the most striking insights from the episode is that 63% of prospects who aren’t ready to buy today will eventually make a purchase. The critical question is whether they will buy from the same company that first engaged them.This is where lead nurturing becomes essential. However, most organizations approach it incorrectly, treating it as a periodic task rather than a structured system.Jason advocates for multi-channel lead nurturing strategies for B2B sales funnels, combining email, LinkedIn outreach, phone calls, and educational content over extended periods. Effective nurturing aligns with the buyer’s timeline, not the seller’s urgency.Advancements in AI-driven CRM, automation, and sales workflows are making it easier to scale these efforts. When properly implemented, nurturing becomes consistent and personalized, reducing pipeline leakage and improving conversion rates.Without such systems, sales teams revert to reactive behavior, limiting sales team productivity and allowing qualified opportunities to slip away.The Missing Data Point: “Why Now?”Another critical gap in most customer relationship management systems is the absence of a structured way to capture urgency. Jason emphasizes the importance of documenting the “Why Now” behind each opportunity. This insight plays a pivotal role in lead scoring and lead qualification, as it identifies the real drivers of purchase intent.Understanding why a prospect is acting at a specific moment enables more accurate targeting, messaging, and timing. It also supports designing CRM systems around the customer buying journey, ensuring that pipeline stages reflect actual buyer behavior rather than internal assumptions.Without this context, organizations risk misinterpreting data and misallocating resources, ultimately weakening sales funnel management effectiveness.Why Most CRM Implementations Fail to Deliver ROIA recurring theme throughout the episode is why most CRM implementations fail to deliver ROI. The root cause is rarely technical; it’s strategic.Companies often prioritize CRM software selection, debating options like HubSpot vs Salesforce, without first addressing foundational questions about process and workflow. As a result, the system is configured around assumptions rather than reality.This leads to poor CRM data management, unreliable reporting, and ineffective decision-making. In turn, it becomes difficult to align sales and marketing efforts or fully leverage marketing automation and sales enablement capabilities.Addressing these challenges requires a shift in mindset: from focusing on tools to focusing on outcomes. When the process is clear, the technology can be configured to support it effectively.When CRM Actually Makes SenseKramer also outlines when investing in CRM is truly necessary. Not every business benefits from early adoption, and premature implementation can introduce unnecessary complexity.Key indicators include:Significant marketing spend requiring ROI trackingExpansion of the sales team necessitates standardized processesThe need to integrate systems such as ERP and customer data platformsIn these scenarios, CRM plays a critical role in improving sales team productivity and enabling scalable operations. Otherwise, simpler tools may be more effective until the business reaches the appropriate stage.A System That Reflects the BusinessUltimately, the episode reinforces that CRM is not just a tool; it’s a reflection of how an organization operates.When aligned with well-defined processes, it becomes a driver of:Sales process optimizationSales pipeline managementLong-term revenue optimizationWhen misaligned, it introduces friction, obscures insights, and limits growth.The key takeaway from the conversation is clear: before optimizing technology, organizations must first understand and refine their processes. Only then can CRM fulfill its role as a strategic asset, capturing value that already exists within the pipeline but often goes unrealized.What You’ll LearnHow to pressure-test your CRM strategy with a single questionWhy 63% of deals in your pipeline will eventually close, just not necessarily with youThe "Why Now" field every CRM needsHow to shift from "sales stages" to "buying stages."The hidden $4M revenue opportunity in follow-up automationWhen to implement CRM for solopreneurs and early-stage teamsSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

Adrian Rosenkranz, CRO at Webflow and seasoned enterprise revenue leader formerly at Salesforce, shares how AI is reshaping go-to-market playbooks. He explores shifting from a linear sales funnel to two priorities: discoverability by humans and agents, and conversion into trust. He also discusses uniting revenue teams, using AI for rolling ICPs, and where humans still add decisive value.

Partner-led GTM strategy is the missing third leg of the B2B revenue stool, yet most programs fail within 12 months due to poor leadership and misaligned incentives. Most B2B organizations believe they have two revenue engines: sales and marketing. What they miss is the third.A partner-led go-to-market motion isn’t a channel tactic. It’s structural leverage. And when executed correctly, it can unlock 40–60% incremental revenue that direct sales alone cannot reach.Vaughn Mordecai, CRO at Mindmatrix, has seen this pattern repeatedly. Organizations launch partner programs reactively, assign them to junior staff, and abandon them before the motion matures.Learn how to solve the attribution crisis, align sales compensation to eliminate internal friction, and leverage AI-powered workflows to meet the demands of digital-first buyers. Vaughn shares his expert framework for transforming partnerships into a strategic growth engine that shortens sales cycles and increases deal sizes.What You’ll LearnHow to shift partnerships from tactical afterthought to strategic growth engineWhy assigning partnerships to junior staff guarantees failureThe compensation framework that eliminates sales team frictionHow to solve the attribution and ROI visibility crisisThe AI-powered operating system approach that replaces fragmented platformsWhy younger buyers demand digital-first experiences, and how to deliver themThe Strategic Power of Partner-Led GTM: Scaling B2B Revenue Beyond Direct Sales In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Vaughn Mordecai, Chief Revenue Officer at Mindmatrix, to deconstruct the myths surrounding channel sales and explore why a partner-led GTM strategy is becoming the essential lever for B2B organizations looking to scale in a digital-first economy.Vaughn explains that while many mid-market companies still treat partnerships as a tactical afterthought, the world’s largest technology and manufacturing giants like SAP and HP go to market almost entirely through partner ecosystems. The shift is driven by performance: partner-involved deals consistently yield higher win rates, larger contract values, and faster closing cycles. By leveraging local partners who possess deep customer intimacy and combining that with the resource backing of a global enterprise vendor, the overall customer experience improves significantly.The Strategic Shift to Partner-Led Go-to-MarketThe transition from a purely direct sales model to a partner-led ecosystem is a fundamental shift in how a business views its growth architecture. Vaughn highlights that a partner-led GTM strategy is not just about adding resellers, it is about building a "three-legged stool" of revenue consisting of direct sales, marketing-led inbound, and partner-led ecosystems. Without that third leg, an organization is inherently unstable. In today’s market, where 80-90% of a buyer's journey is completed before they ever speak to a salesperson, partners provide the necessary human-experience-delivered-digitally that modern buyers crave.Why Year One is the Danger Zone for Partner ProgramsOne of the most common pitfalls in B2B growth is the premature abandonment of channel initiatives. Vaughn notes that many organizations attempt to launch partner programs when they hit the $5–10 million ARR mark, often as a reactive move to enter new regions like EMEA or Asia. However, because revenue rarely materializes in the first six months, impatient leadership often shuts these programs down.Vaughn is adamant: fully optimizing a partner motion is a two-to-three-year commitment. Success requires executive-level patience and a long-term strategic horizon.Solving the Sales Compensation and Friction ProblemInternal alignment is perhaps the greatest hurdle to a successful partner-led GTM strategy. If a direct sales team views a partner as a threat to their commission, they will actively undermine the relationship. Vaughn argues that the only way to eliminate this friction is through a radical rethink of compensation.By compensating direct sales reps on partner-sourced deals, the organization turns internal competition into collaboration. Furthermore, attribution remains a high-stakes challenge for the CRO and CFO. With modern buying committees growing to 15 or more stakeholders, organizations must implement systems that provide clear visibility into every touchpoint, ensuring that partner contribution is accurately measured and rewarded.Leveraging AI to Scale Global Partner EcosystemsAs ecosystems grow, fragmentation often follows. Managing multiple communication platforms and disconnected workflows can stifle the very growth the program was designed to create. Vaughn suggests that the future of partnerships lies in AI-powered operating systems rather than standalone tools.Looking ahead, he predicts that AI-driven workflows and agent-based enablement will further reduce global friction. AI can allow partners to operate in their native languages and local environments while maintaining brand consistency and compliance. By embedding these AI-driven capabilities directly into the daily workflows of partners, vendors can accelerate revenue at a scale that direct sellers simply cannot achieve alone.Subscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

Most B2B organizations don’t actually have a pricing strategy. What they have is a collection of habits: annual price increases, end-of-quarter discounts, and sales-led negotiation tactics that evolve over time. These behaviors are rarely coordinated across departments, and the result is inconsistent margins, confused buyers, and reactive decision-making.According to Pascal Yammine, pricing problems are usually alignment problems. Pricing touches sales, finance, marketing, product, and operations. When each function has a different objective, the pricing model becomes fragmented. Sales teams discount out of fear of losing deals. Finance pushes for margin targets. Marketing protects brand positioning. Without a unified strategy, pricing becomes reactive rather than strategic.One of the most common examples of this behavior is the annual 9–10% price increase. Many companies treat this number as standard practice, but buyers recognize it as arbitrary and negotiable. Instead of reinforcing value, it signals that pricing is flexible and driven by internal pressures rather than customer outcomes.Strategic pricing works differently. It starts with segmentation. Instead of applying the same logic across all markets and customers, organizations decide where to prioritize growth and where to protect margin. A company may accept lower margins in a strategic market to gain share while maximizing margins in mature segments.Value-based pricing becomes the anchor of this strategy. Rather than applying percentage increases across the board, companies ask a more important question: are we still creating enough value for this customer? When value is clear and understood, arbitrary increases become irrelevant.Data and AI now play a central role in enabling this shift. Modern pricing systems combine transactional data, market conditions, competitive intelligence, and supply-chain variables to generate recommendations. However, technology alone does not solve pricing problems. The real challenge is building trust across teams and aligning on commercial goals.Organizations that succeed with pricing transformation typically start small. Instead of rolling out a new pricing model across the entire company, they begin with one region, one business unit, or one product line. Once leaders see measurable improvements in margin or growth, adoption spreads organically. Other teams ask for the capability rather than resisting it.Over the next five years, pricing will likely move from AI-assisted insights to automated pricing actions. As organizations build trust in AI recommendations, pricing decisions will increasingly shift from manual analysis to real-time, automated adjustments based on market signals.Learn more about Pascal Yammine:Connect on LinkedInVisit Zilliant WebsiteKey Quotes:"Pricing is used in a reactive way as opposed to a proactive and a strategic way.""If I'm trying to solve a problem with technology, the problem has to be solved through technology, through process changes, workflow changes and to human behavior." “You will never create a model that is right. You will create a model that hopefully is okay, and then you'll get feedback, and then you'll make it better." "What's different today is that technology has gotten to the point where you can prepare yourself for it. You can do something about it as opposed to always looking reactively to it." Subscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

Sales transparency in B2B sales has become a competitive advantage that accelerates deals, improves forecasting, and builds long-term customer trust.In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Todd Caponi, Founder of Sales Melon, to discuss how transparency, behavioral psychology, and historical sales practices can transform your approach to selling, negotiating, and building lasting customer relationships.Drawing on behavioral science, sales history, and real-world executive experience, Todd explains why buyers trust imperfection more than polished pitches, and how revealing trade-offs, pricing logic, and constraints actually increase win rates and deal velocity.Todd Caponi is a seasoned C-level sales leader, author, sales historian, and one of 400 active Certified Speaking Professionals worldwide, as well as the founder of Sales Melon. He’s also the Chief Sales Historian and Nerd at The Sales History Podcast. Todd is also the author of The Transparency Sale, The Transparent Sales Leader, and the Four Levers Negotiating.What You'll Learn:Why sales transparency speeds up the sales process and improves buyer confidenceHow revealing downsides and trade-offs increase trust in B2B sales conversationsWhy fake urgency and discounting hurt pipeline management and forecastingHow the “Four Levers Negotiating” creates a sound pricing basis without pressureWhy buyers with more information actually need more guidanceGUESTS: Todd Caponi, Founder of Sales MelonWant more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodesSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

True GTM alignment requires more than collaboration; it demands consistent outcomes across the entire customer journey.In this episode, Cory sits down with Bill Dwoinen, Chief Revenue Officer at Mural, to deconstruct the myths of revenue alignment. With over 20 years of experience scaling teams at powerhouses like Slack and Salesforce, Bill explains why consistent alignment throughout the customer journey drives faster closes and leads to happier customers. He breaks down the specific leadership principles required to transform team burnout into revenue momentum and how to execute a strategy that goes beyond simply “working together.”GTM alignment in B2B sales isn’t more collaboration; it’s consistent alignment on outcomes across the full customer journey. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Bill Dwoinen, Chief Revenue Officer at Mural, to break down why consistent alignment throughout the customer journey drives faster closes and happier customers, how to distinguish between collaboration and true alignment, and the leadership principles that transform burnout into momentum.Bill Dwoinen is the Chief Revenue Officer at Mural, bringing more than 20 years of experience in scaling revenue teams. Prior to his current role, he held key leadership roles at powerhouse companies, such as Slack and Salesforce, where he was responsible for driving growth, leading global teams, and developing sales strategies focused on long-term success.What You'll Learn:How to define GTM alignment as outcome ownership across timeThe fastest warning signs you’re stuck in collaboration dragHow to structure feedback loops across sales, marketing, product, and customer successWhich metrics move first when alignment improvesLearn more about Bill:Bill Dwoinen on LinkedInMural WebsiteWant more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodesSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

Most B2B teams are losing qualified buyers not because their product is wrong, but because their sales motion is too slow to keep up with modern intent. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Alon Rosenberg, Co-Founder and CEO of Knock AI, to explore why conversational B2B sales and direct messaging are rapidly replacing forms, emails, and delayed demo bookings.As buyer attention spans shrink and speed to lead becomes critical, Alon shares real data showing why 84% of qualified B2B buyers prefer to chat rather than fill out forms, and how blending AI with human trust is reshaping how deals actually close today. When 84% of qualified buyers prefer chat, forcing them into a form isn’t neutral friction. It’s an active disqualifier.“Selling is trust and relationship. Without those two, it doesn't matter if you have the most amazing product; I'm not going to proceed with you. And I think that that's where a human touch will come. So it has to be a combination of AI and human.” — Alon RosenbergWhat You'll Learn:Why 84% of qualified leads prefer direct chat over forms and emailsHow to leverage the 90-minute intent windowThe psychology behind why messaging feels different than emailHow to pilot messaging adoption without disrupting your entire funnelWhy this works across all deal sizes and industriesHow AI and human touchpoints must work togetherAlon Rosenberg is the Co-founder and CEO of Knock AI, a platform transforming buyer-seller engagement through direct messaging. With vast experience scaling teams and building go-to-market strategies across startups and enterprise organizations, Alon brings a data-driven perspective to modern sales challenges.Want more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodesSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

How can founders and revenue leaders achieve revenue growth without burnout, especially when ADHD symptoms are shaping their workday? In this episode of The B2B Revenue Executive Experience, Cory Cotten-Potter sits down with Skye Waterson, ADHD strategist, coach, and Founder of Unconventional Organisation, to break down practical, science-based systems that help entrepreneurs and B2B sales leaders reduce overwhelm, sharpen prioritization, and build consistent revenue engines.What You'll Learn:Why entrepreneurs with ADHD get stuck in urgency mode and how the waiting-room test cuts through the noiseThe AI-assisted delegation system that turns chaotic processes into clear SOPs your team can actually followHow to identify true needle-moving tasks when everything feels importantWhy starting a task is the real barrier for the ADHD brainsHow to break down huge strategic projects without getting overwhelmedWhy 7-week execution cycles help ADHD teams move faster and stay alignedHow ADHD strengths translate into unfair advantages in leadershipSkye Waterson is an ADHD strategist, coach, and founder of Unconventional Organisation, a firm dedicated to helping entrepreneurs and executives build consistent revenue and scale sustainably without overwhelm or burnout. With a background in academia and extensive experience working with clients ranging from solopreneurs to Fortune 500 companies, Watterson brings both research-backed insights and practical, real-world expertise to the neurodiversity conversation. As host of The ADHD Skills Lab podcast, she shares actionable strategies for managing ADHD symptoms while leveraging the creative thinking and problem-solving strengths that often characterize high-performing leaders.Want more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodesSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

Most mid-market B2B companies leave between 20% and 50% of potential revenue on the table every year. Not because they’re lazy. Not because their teams lack talent. Not even because they face insurmountable market headwinds. They’re leaving money on the table because of a systemic, predictable cycle that starts innocently enough. Marketing doesn’t.In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Dave Mastovich, the CEO and Founder of MASSolutions, to discuss why most B2B companies get stuck in the stalled growth cycle, how to systematically gather insights across six critical target markets, and the key strategies to align your leadership team around a shared scorecard.What You'll Learn:How to recognize the B2B stalled growth cycle before it destroys revenueWhy systematically gathered insights are non-negotiableThe framework to align leadership on a single scorecardHow to define your real competitive advantageWhy turning away bad-fit clients strengthens your brand long-termThe B2E marketing strategy that drives retention, recruiting, and productivityDave Mastovich is the CEO and Founder of MASSolutions, a growth-oriented marketing consultancy known for its no-nonsense approach to B2B marketing strategy. With a background spanning radio, television, journalism, and healthcare leadership, Dave brings decades of expertise in behavioral insights, storytelling, and organizational transformation. He is the author of the Amazon #1 bestseller No Bullsh!t Marketing: 17 Contrarian Ways to Increase Referrals for Healthcare Services and host of the long-running No BS Marketing podcast, featuring over 500 episodes on marketing, leadership, and effective messaging.GUESTS: Dave Mastovich, CEO and Founder of MASSolutionsSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Jason Moss, a prominent business coach known for his impactful strategies and community-building efforts, to explore why personal branding and human connection are your biggest competitive advantages, how to balance structure with vulnerability in your sales process, and the key strategies to stand out in a world of AI-generated content.What You'll Learn:How to shift from problem-solver to coach as a leaderWhy pre-call relationship building drives higher conversion rates than perfecting your sales pitchHow to build a multi-touch, long-sales-cycle strategy that compounds over timeWhy imperfection and vulnerability outperform polished, templated sales interactionsThe blue ocean opportunity in humanity during the AI eraJason Moss is a prominent business coach and personal branding strategist known for his expertise in scaling service-based businesses through organic marketing and authentic human connection. With a background spanning music production, audio engineering, and sales leadership, Jason has built a thriving community of over 20,000 entrepreneurs worldwide and scaled his own coaching business to half a million dollars annually.Want more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodesSubscribe to the podcast or write a review YouTubeSpotifyApple PodcastStitcherTuneInPrevious guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen CorthoutEpisode 299: How to Break the Used Car Salesperson Stereotype with Harry SpaightEpisode 301: From Tech Sales to Business Conversation with Eric ShaverReady to Join the Conversation? Click fame.so/vsa-guest to apply. Tell us about your expertise, experience, and why you’d make an exceptional guest on the B2B Revenue Executive Experience podcast. We can’t wait to explore the insights and strategies that make you a leader in the revenue space.The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so