Explorez tous les épisodes du podcast Closed Circuit Selling™ w/ Adem Manderovic + George Coudounaris
| Titre | Date | Durée | |
|---|---|---|---|
| Ep 128 - How to build a B2B community of 100k members from scratch w/ Jared Robin & George Coudounaris | 29 sept. 2026 | 00:51:34 | |
In this video, I sit down with Jared Robin, the founder of revgenius, to unpack how he built a 100,000-plus member community by staying obsessively close to his market and betting on relationships over platforms. We cover: His messy road from FedEx sales rep to running a fashion magazine to launching revgenius during Covid, plus why he thinks audiences are now table stakes for real power. If you are trying to build a community, grow an audience, or run go-to-market the human way instead of blasting spam-filled outbound, this one's for you. Tune in and learn: How giving away real value at scale, doing things a little differently, and treating market feedback as a live loop can quietly compound into something way bigger than a transaction. 🔗 Links + CTAs 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 📕 https://www.amazon.com/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y CCS resources & partners - https://theb2bplaybook.com/ccs-resources GET the latest CONTENT: https://theb2bplaybook.com/ Follow Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin CHAPTERS: 00:00 Intro 00:42 Welcome and guest introduction 02:29 From FedEx to fashion: Jared's early career 03:56 Building the fashion magazine on zero budget 09:49 Losing his job in Covid and starting on LinkedIn 11:05 The DM group that became revgenius 13:22 Direct market feedback and building relationships 15:32 Relationship selling lessons from FedEx 19:14 Long-term horizons vs short-term sales metrics 22:01 How the market misread Predictable Revenue 24:43 Ad break: B2B demand generation agency 25:20 New reps, SDR roles, and lost resilience 29:36 First principles and closed circuit selling 31:16 Bringing fundamentals back to revgenius 34:33 The goal: community media over another Pavilion 38:19 Ad break: B2B incubator course 39:31 Why Jared became a marketer 43:56 One-to-one marketing and the dream list play 46:13 Live market reports and the new media project 49:49 Closing thoughts on people-driven business 51:12 Wrap-up and outro | |||
| Ep 127 - Why RevOps Fails W/Pasha Irshad & George Coudounaris | 19 juil. 2026 | 00:55:25 | |
In this episode, I sit down with RevOps expert Pasha Irshad to unpack why revenue is really an architecture problem, not just a sales problem. We cut through the AI noise, why your CRM ends up as a “record of optimism,” and what it actually takes to get sales, marketing, and success working as one unit.
Ready to turn revenue architecture into your unfair advantage? | |||
| Ep 126 - Revenue Enablement Masterclass based on 20 years in tech w/Georgia Watson & George Coudounaris | 19 juin 2026 | 00:58:03 | |
In this episode, George Coudounaris with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it. We cover: • Why strategy is rarely the problem but execution almost always is • What revenue enablement actually means and why most orgs get it wrong • The real reason AI pilots fail 95% of the time • Why human skills like trust, storytelling and value articulation still win deals If you’re a sales leader, revenue leader or marketer wondering why your sellers still struggle to have commercial conversations despite all the investment you’re making in them. Tune in and learn: • Why tools and training alone don’t move the needle • How incentives and measurement drive the wrong behaviours • What world class enablement actually looks like in practice • Why the best sellers win 88% of the time no matter what they’re handed Links + CTAs Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ Timestamps: • 00:00 Why Revenue Performance Is an Execution Problem • 00:07 Georgia Watson’s 21 Years at IBM • 00:12 What Revenue Enablement Actually Is • 00:20 The 7-Part Enablement Framework • 00:25 Why AI Pilots Fail 95% of the Time • 00:31 Human Skills AI Can’t Replace • 00:38 Incentives, Measurement and Broken Pipeline Reviews Ready to watch/listen? Drop a comment if you’re tuning in! https://theb2bplaybook.com/ccs-resources | |||
| Ep 125 - Why Most B2B Sales Methodologies Fail (And What Architecture-First Selling Looks Like Instead) with Kieran Longhurst & George Coudounaris | 20 avr. 2026 | 01:18:01 | |
Most B2B sales methodologies fail for the same reason. Not because the methodology is flawed but because it sits on an operating model never designed to support it. Your team trains on MEDDIC, tweaks CRM fields, and runs Friday scorecards. Six weeks later, everyone is back to booking meetings with the 5% of the market actively buying while the other 95% of your target accounts remain untouched. That silent leak is quietly killing B2B revenue engines. Closed Circuit Selling solves it the next evolution of Predictable Revenue, built from 24 years of frontline B2B selling across 12 industries. A sales methodology only works when architected around the buyer's timeline, not your quarterly targets. It must give reps a reason to engage the 95%, a structure for timing circle-backs, and a closed feedback loop that funnels intelligence back to marketing, product, and leadership. Why most methodologies break There's no shortage of strong frameworks MEDDIC, Challenger, SPIN, Sandler. Yet in nearly every B2B organisation, the methodology lives in a training deck while daily behaviour looks nothing like it. The bottleneck isn't execution. It's architecture. When sales is measured on meetings booked, that metric warps everything: reps skip discovery to hit activity numbers, qualification happens inside the meeting, and marketing gets reduced to feeding MQLs over the wall. The 5% Problem At any moment, roughly 5% of your addressable market is actively in-market. The other 95% are not they're mid-contract, pre-budget, or not ready. When your motion revolves around booking meetings, you disqualify 95% of your future pipeline before the first dial. Every skipped conversation is market intelligence your teams never receive. The 95% aren't refusing to engage they're refusing to take a meeting. They'll share who they use, what they like, when their contract ends, and what would make them switch if you're not trying to sell them in the next ten seconds. Closed Circuit Selling fixes the operating model with four pillars: 1. Catalogue the Market Reps call to understand, not to book meetings. Five questions cover current vendor, desired improvements, contract end date, evaluation timing, and switching triggers. No pitch just structured curiosity. This turns every rep into a live sensor and opens conversations with the 95%. 2. Timing Is Everything Tag every catalogued account into four buckets: Now (0–90 days), Soon (90–180 days), Later (6–12 months), Not Yet (12–24+ months). Engage 3–6–9 months before their window opens so you're the default option when they're ready. 3. Close the Feedback Loop End every catalogue call with: "Can I circle back when you're closer to renewal?" Then route the intelligence: marketing gains competitor insights, product gets roadmap signals, CS improves handovers, and leadership receives market truth. 4. Architecture Over Frameworks Once the first three pillars are running, any tactic (phone, LinkedIn, email, video) works inside the same structure. The architecture carries the team. The book Partner page More about our programs | |||
| Ep 124 - Why Revenue Enablement Fails Without Commercial Architecture w/Phil Cleary & George Coudounaris | 16 févr. 2026 | 01:06:33 | |
Your Pipeline Isn’t Unpredictable. It’s Unvalidated. Revenue leaders across SaaS and enterprise sales are describing the same tension: Pipeline coverage looks fine. Yet confidence feels thinner than it used to. Close dates slip. In a recent discussion, Phil Cleary, who spent over two decades leading revenue enablement at Salesforce, described the issue clearly: “The realness of the pipeline… how much of it is fabricated.” Fabricated doesn’t mean dishonest. Deals can progress through stages without being stress-tested for viability. Confidence rises faster than evidence. Stage movement becomes a substitute for truth. That gap is where predictability erodes. When validation isn’t enforced by the system, pipeline can look stable while remaining fragile. Coverage ratios stay healthy. As Phil Cleary surfaced, the uncertainty many leaders feel isn’t coming from effort or intent — it’s coming from a validation gap. The system allows opportunities to advance without consistently proving they deserve to. At scale, this creates what many leaders call fake pipeline. Not invented deals — unproven ones. A viable deal has evidence behind it. Not enthusiasm. Viability requires clear answers to simple questions: Who is driving this internally — and do they have influence? When those answers are missing, the opportunity may be real. It just isn’t forecastable. This is where Adem Manderovic and George Coudounaris introduced cataloguing within Closed Circuit Selling™. Cataloguing isn’t CRM hygiene. It doesn’t speed buyers up. Phil Cleary also highlighted a critical shift in buyer psychology: Fear of Messing Up now outweighs Fear of Missing Out. When buyers fear personal or reputational risk, decision cycles lengthen, committees expand, and scrutiny intensifies. From the outside, this looks like unpredictability. Better questioning frameworks don’t solve that. Visible commercial continuity does. Revenue volatility isn’t a skills problem. Closed Circuit Selling™ is not a sales methodology. When validation, handover, delivery, and retention aren’t governed by a unified system, volatility is inevitable. When they are, confidence compounds. Your pipeline isn’t unpredictable. It’s unvalidated. Pipeline Volatility Is a Validation ProblemWhat Viability Actually MeansFOMO vs FOMUThe Bottom Line The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 123 - Why the funnel is breaking your go to market and why closed loops are the answer (Closed Circuit Selling) w/Charles Needham & George Coudounaris | 15 déc. 2025 | 01:12:35 | |
Closed Circuit Selling: Why the Funnel Is Breaking Your GTM Most go-to-market teams aren’t failing on effort. They’re failing on architecture. In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound. We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together. Tune in and learn:
If you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns. 🔗 Links + CTAs 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... 🧑🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ 00:00 The “Sacred Cow”: Why the Linear Funnel Breaks Reality 01:00 Who’s Charles Needham (And Why He Thinks Like a Quant) 04:30 From Mortgage Bonds to CRMs: Seeing Sales as a Database 07:00 The Moment He Realised “Meetings Booked” Is a Trap 09:10 Closed Loop Continuity vs Funnel Checklists 11:40 What Silos Destroy: Feedback Loops That Never Make It Back 14:10 CAC Payback Madness: When “Growth” Becomes Insanity 17:10 The Conversations Model: Comp People for Learning, Not Meetings 20:05 Predictable Revenue Misread: “Market Development” Got Lost 21:00 VC Algebra vs Real Buyers: “The Customer Doesn’t Exist” 28:10 The 2008 Analogy: Incentives Create Fragile Systems 32:20 Intent Data Hot Take: “Or You Could Call Them” 36:00 The Guitar Demo: What “Cataloguing” Really Means 39:00 “Talk to Everybody”: The Outbound Belief Most CROs Don’t Hold 41:45 Fixing the Root: Change Comp, or Nothing Changes 48:10 Market Validation vs Cataloguing: The Language Problem 56:35 AI Didn’t Fix Outbound. It Scaled the Spam Cannon 59:30 What Works Next: Follow the Underpriced Channel (Then Move) 1:06:00 Cold Call Algo: The “Unplanned Communication” Thesis 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. https://theb2bplaybook.com/demand-gen... https://theb2bplaybook.com/closed-circuit-selling The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 122 - Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes & George Coudounaris | 08 déc. 2025 | 00:56:59 | |
Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes Most teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals. But those are signals of a deeper problem: the revenue system itself is broken. In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today. We get into:
We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling. Tune in and learn:
If you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up. 🔗 Links + CTAs 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... 🧑🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ 00:00 Why sales & marketing broke 01:02 Where misalignment actually began 03:10 Why inbound intent pushes sellers into a red ocean 06:20 How sales used to validate the market (and why it matters) 08:45 The ICP framework sales & marketing should share 11:15 Turning sales discovery into marketing air cover 13:55 How MQL targets fractured GTM 17:20 Cataloguing: foundation of a modern revenue system 20:05 Why frontline sales leadership is the weakest link 23:40 When sales & marketing target different lists 27:05 When to run a sales-led vs marketing-led motion 31:40 Talk to more of the market (not just in-market buyers) 34:05 Why feature-selling kills deals 38:35 RSVP vs BANT: a smarter way to qualify 42:10 What CMOs actually respond to in outreach 46:15 Adem’s journey to Closed Circuit Selling 50:05 Tony’s research: AI, AGI & the future of selling 53:40 Why every seller becomes a cyborg 55:05 Where to find Tony J Hughes ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-gen... Learn everything you have seen, and heard here? The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 121 - What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling) | 17 nov. 2025 | 00:58:35 | |
What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling) Outbound sales is at a crossroads. Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever. So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question: What’s next for outbound sales? Alongside Aaron, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like. We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals. If you sell, market, or run a revenue team, this conversation will change how you think about outbound. Tune in and learn: • Why Predictable Revenue was never meant to be a “meetings engine” • How outbound broke — and how to rebuild it around market validation • Why the future of outbound is more human, not more automated Links + CTAs 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2playbook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 💼 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📬 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ Timestamps 00:00 What’s Next for Outbound Sales? 01:00 How Predictable Revenue Was Misinterpreted 03:00 Why Meetings Became the Wrong Metric 05:00 Outbound as a Market Validation Engine 08:00 Inbound vs Outbound: Why the Debate Won’t Die 11:00 The Anxiety Economy: Overreacting vs Fixing GTM 14:00 When Leaders Do More of What Doesn’t Work 17:00 Relationship Systems: The Missing Link in Outbound 20:00 The Most Underrated Outbound Move: Talk to People 23:00 When Sales Stopped Validating Markets 26:00 Adem’s Closed Circuit Selling: Timing & Cataloguing 29:00 Aligning Sales, Marketing & CS Under a CRO 32:00 Why AI Makes EQ and Creativity More Valuable 36:00 Sales as a Communication Channel 40:00 Intent Data vs Real Customer Conversations 45:00 Aaron Ross’ New Books: Income Systems & AI Selling 50:00 Winners vs Losers in the AI Revenue Era 53:00 Final Takeaways for Modern Outbound 👥 Are you responsible for revenue in a small or midsize or enterprise B2B team? Do you feel the pressure to generate more, with fewer resources, tighter timelines, and rising expectations from sales and leadership? 💰 You don’t need more noise — you need alignment. CRO School gives you the architecture, not just tactics: 🔹 Strategy — grounded in market validation, not guesswork 🔹 Templates — built for Closed Circuit execution, not funnels 🔹 Tools — that create consistency, clarity, and compound revenue When marketing, sales, product, and success operate as one system, revenue stops leaking — and starts scaling. This is why marketers, founders, and revenue leaders around the world are shifting to Chief Revenue School to learn the modern commercial operating system. The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 120 - What Most Teams Got Wrong About Predictable Revenue (and the Fix for Outbound for 2026) | 12 nov. 2025 | 00:11:33 | |
Most teams blame Predictable Revenue for broken outbound. The truth? The model wasn’t wrong — the market’s interpretation was.In this 5-minute Mid-Week Musing, we unpack why Predictable Revenue went off track and show how small B2B teams can fix outbound in 2026 through market validation — not meetings.You’ll learn:
Perfect for small-team marketers and sales leaders ready to modernise outbound and build predictable revenue the right way.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------🧑🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: / @theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Predictable Revenue Wasn’t Wrong01:14 Market Validation: The Fix for Outbound in 202603:12 How to Catalogue Accounts (Instead of Chasing Meetings)05:08 Why Timing Beats Pressure in Modern Outbound08:45 Systemising the Handoff: Turning Validation into Revenue-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubator The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| EP 119 - Outbound Sales Strategy 2026: The Evolution of Predictable Revenue w/ Collin Stewart, George & Adem | 10 nov. 2025 | 01:02:09 | |
Outbound Sales Strategy 2026: The Evolution of Predictable Revenue w/ Collin Stewart, George & Adem Guests: Collin Stewart (CEO, Predictable Revenue) & Adem Manderovic (Closed Circuit Selling™) Description: Outbound sales has changed — and so has Predictable Revenue. In this episode, we sit down with Collin Stewart, CEO of Predictable Revenue, and Adem Manderovic from Closed Circuit Selling™, to unpack how outbound has evolved, what the market misunderstood, and what’s working for 2026 and beyond. We explore how outbound is shifting from brute-force prospecting to a smarter, signal-led strategy. You’ll hear the inside story behind Predictable Revenue, how SDR roles were originally designed, and why “market validation” is now the key measure of success. Tune in and learn: • Why Predictable Revenue was never just about meetings • How to rebuild outbound around timing, trust, and signals • The 4-Funnel System that helps sales and marketing stay aligned If you want to future-proof your outbound strategy for 2026, this episode is a must-watch. 🔗 Links + CTAs 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎯 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Access all courses: https://theb2bplaybook.com/courses https://theb2bplaybook.com/closed-circuit-selling ⏱️ Chapters 00:00 — The Flaw That Broke Outbound: When Predictable Revenue Lost Its Way 01:00 — How Predictable Revenue Changed SaaS Forever 03:00 — The Untold Story: From Voltage CRM to Predictable Revenue 06:00 — Cold Email in 2012: When 40% Reply Rates Were Normal 09:00 — What Problem Predictable Revenue Was Really Built to Solve 11:00 — The Email Revolution: How the Market Misread the Book 14:00 — SDRs, Specialization & The Original Intent Behind the Model 17:00 — Why Outbound Broke: Misuse, Metrics, and “Growth-at-All-Costs” 20:00 — From Prospecting to Market Validation: A Smarter Measure for 2026 23:00 — The Lazy SDR Problem — And How to Fix It with Better Habits 26:00 — How to Replace “Closed Lost” with a Real Nurture System 30:00 — Building the Four-Funnel System That Actually Works 33:00 — Why CRMs Became a Nightmare — and How to Rebuild Them for Sales 37:00 — AI, Clay & n8n: The New Tech Stack Powering Smart Outbound 41:00 — How Founders Can Build VC Lists & Market Maps with AI 44:00 — Humanic + Clay = Next-Gen Market Intelligence 46:00 — Why Collin Shut Down Predictable Revenue’s Sales Floor 50:00 — The Brutal Truth About Agency Models and Churn 54:00 — Writing “The Terrifying Art of Finding Customers” 57:00 — Product-Market Fit as the Real Multiplier of GTM Success 1:00:00 — Closing Thoughts: How to Rebuild Outbound for 2026 The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 118 - Predictable Revenue Feat w Collin Stewart A New Sales Paradigm with Adem Manderovic & George Coudounaris | 23 oct. 2025 | 00:29:00 | |
Closed Circuit Selling™ (CCS) and the category we architected Revenue Alignment Architecture™ featured on the Predictable Revenue™ Inc. Podcast with Collin Stewart 🙏 🤩 This isn’t just another GTM episode. It’s a signal that the industry is shifting from frameworks to architectures. from silos to circuits. from guesswork to timing intelligence. With the team that helped revolutionize modern outbound, we just laid down the blueprint for how commercial operating systems will work from here on. In this episode of the Predictable Revenue Podcast, host Collin Stewart speaks with George Coudounaris and Adem Manderovic, co-founders of CRO School, about innovative approaches to sales and marketing. They discuss the challenges of scaling companies, the limitations of traditional sales playbooks, and the importance of building relationships first. The conversation delves into the concept of Closed-Circuit Selling™, market validation, and the need for alignment between sales and marketing teams. They also explore the future of outbound sales and the significance of understanding market dynamics. Highlights include: • Understanding Closed Circuit Selling (03:17) • Qualifying Opportunities Through Discovery (07:01) • The Evolution of Cold Calling (09:55) • The Pillars of Effective Selling (15:07) • Aligning Sales and Marketing (19:27) • Impact of Methodology on Client Success (27:02) • And more… Stay updated with our podcast and the latest insights on Outbound Sales and Go-to-Market Strategies! ⸻ Chapter Markers (Full Segment Index) • Unpacking CRO School and New Sales Paradigms — 00:00 • The Origins and Mechanics of Closed Circuit Selling — 03:12 • From Cold Calls to Relationship-First Selling — 07:01 • Embracing a Relationship-First Sales Approach — 12:38 • Core Pillars for Revenue Alignment Architecture™ — 15:07 • Achieving Sales-Marketing Alignment Through Cataloging — 19:23 • Evolving Outbound Sales and New Metrics — 24:47 • Discover CRO School and the New Sales Paradigm — 27:19 The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 117 - with Scott Leese & George Coudounaris Why Outbound Is Broken – And How B2B Teams Win with Network Selling | 20 oct. 2025 | 00:58:33 | |
In this episode, Scott Leese joins George Coudounaris and Adem Manderovic to unpack why the Predictable Revenue model is collapsing — and how to rebuild outbound around networks, trust, and real timing. We break down how the SDR ➝ AE split eroded skills and alignment, how “meetings booked” became the wrong KPI, and what today’s best sellers are doing differently: validating markets, leveraging relationships, and comping on actual revenue. Scott shares what he’s seeing across 160+ companies and 12 unicorns, from collapsing cold-call pickup rates to the rebirth of in-person plays. We tie it back to CRO School’s Closed Circuit Selling™ — a system that gets sales, marketing, and product working in sync again. Tune in and learn: • • Why outbound is breaking — and what replaces it • • How to comp on held meetings or revenue, not vanity KPIs • • How to validate and catalogue your market for smarter timing • • The new edge: AI + network + unscalable plays If you’re a small-team B2B marketer or sales leader sick of empty pipelines and spam tactics, this episode gives you the modern framework to fix it. 🔗 Links + CTAs: 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 📣 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 👨🏫 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook ✉️ Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ https://theb2bplaybook.com/closed-circuit-selling Timestamps / Episode Structure: 00:00 — The Volume Game Is Dead 01:00 — Why Scott Leese Ditched Outdated Playbooks 02:20 — “Hobbyists with Pitch Decks” 04:40 — Funding ≠ Success 07:18 — Founders Must Sell First 10:50 — What Great Sellers Do Differently 13:40 — Validate the Market Before You Sell 16:04 — How Predictable Revenue Broke Sales 19:40 — Lost Coaching & Skill Decay 23:58 — AI + Network + Unscalable Grit 26:50 — Fix Your Sales Technical Debt 29:21 — Stop Paying for Meetings Booked 32:00 — The MQL Hamster Wheel 35:00 — Rebuilding Sales–Marketing Handoffs 41:10 — Cold Calls Are Dying 45:10 — Referral Math That Opens Doors 46:20 — In-Person Plays That Win 49:20 — Deepfakes & IRL Trust 55:10 — Scott’s 3 Bets for the Future 👥 Like the revenue architecture discussed in this one?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔷 Strategy 🔷 Templates 🔷 Tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 116 - With Joey Gilkey Titanx & George Coudounaris (Chief Revenue School & The B2B Playbook) | 30 sept. 2025 | 00:58:22 | |
B2B Outbound Strategy: Conversations, Not Meetings If your outbound is optimised for meetings, not conversations, you’re burning cash and trust. We sit down with Joey Gilkey (CEO, Titan X) and Adem Manderovic (Closed Circuit Selling, CRO School) to rebuild B2B outbound so it actually drives revenue. We unpack why the SDR-AE factory failed, how to get 25% connect rates, and how to use first-party signals to guide timing, ads, and follow up. Joey shows why he pays SDRs to create completed conversations and rigorous disposition buckets. Adem explains cataloguing and channel validation so marketing stops guessing and starts planning around real timing. We dig into audience activation using opt-in texts and VSLs, and why “buyer intent” data isn’t the shortcut you think it is. Tune in and learn: • A practical B2B outbound strategy built on conversations and 6 disposition buckets • Why the SDR-AE model and Predictable Revenue broke outbound (and what replaces it) • Why pipeline coverage and meeting quotas mislead teams, and what to measure instead This is a must-watch if you’re a B2B revenue leader. Stop chasing low-value meetings and start engineering high-value conversations that inform ads, timing, and deals. Links + CTAs 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 📈 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧑🏫 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📧 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ⸻ Chapters 00:00 Why today’s outbound is breaking trust 01:34 Joey Gilkey on Titan X and the “phone intent” wedge 02:58 The 25% connect-rate play and why conversations matter 04:30 How the SDR-AE split eroded buyer trust 06:05 Cheap headcount, costly model: the real flaw 08:36 What APAC got right: senior sellers and CS roots 10:28 Market validation beats MQLs every time 12:44 VC incentives and the sales industrial complex 13:58 Joey’s reversal: paying SDRs to have conversations 15:42 Long-cycle selling lessons that fix short-term thinking 18:32 Buckets, not bookings: 6 dispositions that run your follow up 21:05 Full-cycle AEs vs modern roles — what actually works 27:10 Audience activation: VSL + phone + SMS that scales trust 32:33 Opt-in texting, pixeling, and smarter retargeting 34:52 Make marketing useful: capture commercial intel, not contacts 36:55 Pipeline coverage is a vanity metric without context 38:28 Phone intel powering LinkedIn ads and account timing 40:28 Why “buyer intent” data misses the mark 45:35 PE firms are cutting SDRs — what to run toward instead 52:57 Retraining SDRs is easy. Leaders are the bottleneck 55:40 Final take: value conversations, not meetings The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 115 Why Most B2B Revenue Engines Fail w George Coudounaris and Paul Perrett (Firmable). | 01 sept. 2025 | 00:58:32 | |
Why Most B2B Revenue Engines Fail – And How Paul Perrett is Building One to Go From $2–10M ARR Podcast: The B2B Playbook Guests: • Paul Perrett (CEO, Firmable) • Adem Manderovic (Closed Circuit Selling, CRO School) Theme: Why most B2B revenue engines stall, what causes failure, and how to build one that actually scales. Key Learnings & Topics • The 10-line economic model behind a scalable B2B revenue engine. • Replacing MQLs with market validations and fixing SDR incentives. • Ecosystem activation plays that compound trust and pipeline. • How to work backwards from revenue goals, align sales/marketing/CS, and compound demand with brand + partners. • Practical, numbers-first frameworks for B2B marketers and small teams. Breakdown by Timestamp • 00:00 – Scaling from traction to a real revenue engine. • 01:00 – Meet Paul Perrett (Firmable CEO) + Adem Manderovic. • 03:00 – What Firmable does and the CEO’s many hats. • 05:20 – Modelling $2M to $10M ARR with a 10-line engine. • 09:30 – Three demand channels: SDR, inbound, partners. • 12:20 – Cataloguing vs predictable revenue: the missing metric. • 18:50 – Why incentives break SDRs (and how to fix them). • 22:00 – Ecosystem activation and compounding demand. • 26:40 – Brand, trust, and the founder-led play. • 33:00 – Selling brand and long-term plays to boards & CFOs. • 42:00 – The bets Firmable is making to reach $10M ARR. • 49:40 – Signals, SEA expansion, and the myths of Aussie SaaS. Links & CTAs • LinkedIn Thought Leadership Ads: theb2bplaybook.com/linkedin-ads-agency • CRO School: theb2bplaybook.com/cro-school • Demand Generation Program: theb2bplaybook.com/demand-generation-course • YouTube: youtube.com/@theb2bplaybook • Newsletter: theb2bplaybook.com/newsletter • Main site: theb2bplaybook.com https://theb2bplaybook.com/closed-circuit-selling Positioning Takeaway This episode cements: • Closed Circuit Selling™ and CRO School as the structural fix for failed B2B revenue engines. • Adem Manderovic alongside Firmable as the architect-level voice explaining the deeper mechanics. • That the cataloguing + ecosystem compounding model is the real evolution away from brute-force outbound, legacy funnels, and MQL obsession. The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 114 - Podcast - The Circuit - Ep 1 - Why Your GTM is Misfiring, and how to fix it from the frontlines w/George Coudounaris | 18 août 2025 | 01:07:54 | |
If your sales and marketing teams feel like they’re running different races, this episode will show you the framework to fix it — fast. We break down the exact sales and marketing alignment framework we use with revenue leaders to unite GTM teams, reduce wasted spend, and win more deals. You’ll see why the old playbooks like Predictable Revenue create silos — and how our “Circuit” model hardwires sales, marketing, and customer success into one connected system. We’ll walk you through cataloguing the market to capture first-party intent, feeding that intelligence into marketing for targeted trust-building campaigns, and closing the loop with customer success so deals stick and expand. Tune in and learn: • Why most GTM teams are misaligned — and the root cause • How to capture first-party market intelligence that makes marketing commercially viable • The step-by-step framework for aligning sales, marketing, and customer success This is a must-watch if you lead sales, marketing, or customer success and want a system that unites your teams around the same revenue goal. Want access to the GTM Map that’s blurred out? Register for our next webinar: 🔗 https://theb2bplaybook.com/cro-school https://theb2bplaybook.com/closed-circuit-selling Links + CTAs 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🔗 Want access to our GTM Map? Register for our next webinar at https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 📚 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📧 Newsletter: https://theb2bplaybook.com/newsletter/ 📖 Latest content: https://theb2bplaybook.com/ Chapters 00:00 Welcome to The Circuit: Why GTM Misfires Happen 01:20 The Big Promise: A Framework for Fixing GTM from the Frontlines 03:40 Why Sales & Marketing Misalignment Costs You Revenue 05:50 The Predictable Revenue Problem No One Talks About 08:15 How Team Incentives Broke the GTM System 10:30 The Fallout: Low-Quality Meetings & Rising CAC 13:20 Marketing’s MQL Trap — and How to Escape It 15:40 Why Traditional Sales Methodologies Aren’t Enough 18:00 The Real Cost of Sales Overpromising & CS Under-delivering 21:00 Old Principles, Modern Twist: The Case for Cataloguing 24:10 Step 1: How BDMs Capture First-Party Intent 28:30 Step 2: Turning Catalog Data into Marketing Firepower 32:20 Step 3: Live Quoting Days & Seamless Handoffs 36:00 Step 4: Customer Success as a Growth Engine 39:20 The Circuit vs Predictable Revenue — Side-by-Side 42:00 Why Cataloguing Builds Long-Term Alignment 45:10 Real-World Wins: From Stalled Deals to Biggest Ever 48:20 How to Pilot This Framework in Your Organisation 51:00 Next Steps: CRO School, Health Checks & Roundtables The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 113 - Why MQLs Are Broken (And What to Measure Instead) Steve Patti, George Coudounaris & Adem Manderovic | 21 juil. 2025 | 01:16:51 | |
Why MQLs Are Broken (And What to Measure Instead) B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy. In this episode, we’re joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling. Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable. Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs. Tune in and learn: Why MQLs are based on “fantasy intent” — and what to track instead How to replace lead gen with real account intelligence What sales, marketing, and CS need to align on to win deals (and renew them) If you’re a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch. ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... ----------------------------------------------------- 🧑🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: / @theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ 📚 Latest content: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Why MQLs Are a Lie We Keep Telling Ourselves 02:10 Sales and Marketing Broke Each Other 04:00 How Martech Incentivised the Wrong Behaviours 06:00 The Rise of GTM Engineers (and Why It’s Dangerous) 07:30 What Sales Used to Measure vs. Today’s Mess 09:00 From Carrying the Bag to Calling the Bluff 12:00 Brand Still Matters More Than Martech Tells You 15:00 Why “Create Demand” is the Wrong Idea 17:00 The Real GTM Fix: Start With Account Intelligence 19:30 Cataloguing the Market: The Mid-Market Hosting Playbook 23:00 A Real Example of ABM Done Right 26:00 The Problem With ABM Without ABS 28:00 Make Marketing the Wingman, Not the Hero 30:00 Stop Guessing: Why Marketing Shouldn’t Chase Intent 33:00 Micro-Events That Actually Move Pipeline 36:00 IVP Fit: Ideal Vendor Profile vs Ideal Customer Profile 39:00 Don’t Waste Sales Time on Unwinnable Deals 41:00 Sales Looks Right to Left, Marketing Left to Right 44:00 Closed Lost Isn’t the End—It’s an Opportunity 47:00 When CS Is Set Up to Fail From the Start 50:00 Reactivating Lost Deals With Class 54:00 The Real Reason So Many GTM Systems Fail 57:00 How PE and VC Killed Long-Term Thinking 1:00:00 The Problem With Building to Sell, Not to Last 1:03:00 Want Behaviour Change? Fix Beliefs, Not Just KPIs 1:06:00 The Pyramid of Beliefs, Values, and Actions 1:09:00 How to Convince the C-Suite to Change GTM 1:12:00 Final Thoughts: This Isn’t Just a Sales Problem The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 112 - Fix Broken Outbound Sales…w/Leslie Venetz & George Coudounaris | 07 juil. 2025 | 00:57:16 | |
We sat down with sales legend Leslie Venetz and CRO School co-founder Adem Manderovic to untangle why outbound is still stuck in 2011—and how modern SDRs and BDRs can fix it fast. Outbound targets have never been tougher, yet teams keep blasting buyers with the same tired sequences. In this no-fluff chat, we unpack a buyer-first framework that swaps brute-force tactics for trust-led outreach and market validation. Tune in and learn:
This episode is a must-watch if you’re serious about building a profit-generating pipeline without burning trust (or your team). 🔗 Links + CTAs The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 111 - Why Most SDR Teams Fail Before the First Call - With George Coudounaris & Shawn Sease | 23 juin 2025 | 01:09:18 | |
Why Most SDR Teams Fail Before the First Call Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on. But this week on The B2B Playbook, we sat down with Shawn Sease — aka The Professor of Prospecting — to expose why that model is broken. Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today. Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity. ⸻ Here’s what we cover in this episode: • Why most sales development strategies fail before the first call • The power of cataloguing accounts (and why it’s better than intent data) • How to build outbound systems that don’t collapse when your SDR quits • What real Sales and Marketing alignment looks like • Why timing is a weak signal (and what to track instead) • How cataloguing transforms your outreach strategy • What great commercial architecture actually looks like ⸻ 🔥 This episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale—and wants a better way to reach your market. 🎧 Listen now: Why Most SDR Teams Fail Before the First Call 🎯 The B2B Playbook ⸻ 🔗 Links + CTAs 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course ⸻ 👨🏫 Access our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📩 Newsletter: https://theb2bplaybook.com/newsletter/ The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 110 - Why Buyer-First Selling Is the Future of B2B: Lessons from Humantic AI & CRO School | 09 juin 2025 | 00:54:46 | |
Why Most B2B Sales Teams Are Failing (And How to Fix It) Most B2B sales teams are stuck in outdated tactics — pushing for meetings, flooding inboxes, and hoping something sticks. But that’s not how today’s buyer wants to buy. In this episode, we sit down with Amarpreet Kalkat (Founder of Humantic AI) and our own Adem Manderovic (Co-founder of CRO School) to break down what’s broken in B2B sales — and what comes next. We dive into how AI can be used to build trust, not spam, and how real commercial oversight starts with market validation, not meetings booked. Here’s what we cover in this episode:
Tune in and learn:
If you’re in B2B and tired of tactics that don’t work anymore, this is a must-watch. 🔗 Links + CTAs 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 📚 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 👨🏫 ACCESS our B2B COURSES: https://theb2bplaybook.com/courses 📺 YouTube: https://www.youtube.com/@theb2bplaybook 📧 Newsletter: https://theb2bplaybook.com/newsletter/ 📖 Latest content: https://theb2bplaybook.com/ 00:00 Why B2B Sales is Broken in 2025 03:00 What is Humantic AI & How It Works 06:00 What Broke B2B Go-To-Market (And How to Fix It) 08:45 How B2B Buyer Behaviour Has Radically Changed 11:30 Why Predictable Revenue Doesn’t Work Anymore 13:45 Lessons from the Australian Market 16:15 The Real Reason Teams Default to Volume 18:30 The ‘Dust Bowl’ Analogy of B2B Sales 21:00 Why Most B2B Sales Teams Are Stuck in 2010 23:30 What Market Validation Actually Means 26:30 DISC Profiles: Stop Selling to Personas 30:00 Matching Message, Timing & Channel with Buyer Personality 33:00 Why AI Makes Lazy Sellers Worse, Not Better 37:00 Why GTM Tools Can’t Replace Commercial Sense 40:00 The Rise of Full-Cycle Selling & Death of the SDR Model 43:00 Will AI Replace Bad Sellers? Amarpreet’s Warning 46:30 Fitness, Spinal Injuries & The Grit Behind CRO School 49:30 Why No Kid Wants to Be a Salesperson (But Should!) 🧍♂️ Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔷 strategy 🔷 templates 🔷 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator https://theb2bplaybook.com/demand-generation-course The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 109 - Revenue Alignment Architecture: How Passetto x CRO School Are Redefining B2B GTM | 28 avr. 2025 | 00:45:06 | |
Revenue Alignment Architecture — Why is go-to-market still broken in B2B? Because nobody owns the commercial outcome. In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change. This isn’t another “alignment” chat. It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good. We cover:
If your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system. At the heart of every broken B2B system is one simple truth: No one truly owns the commercial outcome. In this pivotal conversation, Carolyn Dilks (Passetto) and Adem Manderovic (CRO School) finally lay bare why sales, marketing, and CS keep colliding despite endless alignment efforts — and why Revenue Alignment Architecture™ is the true foundation needed to rebuild from the ground up.
This episode isn’t just knowledge. It’s an open doorway into the future of revenue itself.
Then this is your invitation. Revenue Alignment Architecture™ isn’t an idea. It’s here. It’s operational. It’s ready. And it’s calling the real leaders — the ones who will rebuild commerce from a place of truth, sovereignty, and structural excellence. The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 108 - Why Sales Methodologies Alone Can’t Fix B2B Revenue Alignment w/George Coudounaris | 07 avr. 2025 | 00:34:29 | |
Traditional sales methodologies like GAP, Challenger, and SPIN are misaligned with today’s go-to-market realities. These frameworks were never designed for true revenue alignment, and they’re actively fragmenting teams. Key Points Covered: • The commercial damage caused by Predictable Revenue models • Why CROs with only sales backgrounds lack the full picture • How Closed Circuit Selling™ offers a scalable, aligned system • The importance of engaging 100% of the market, not just the “in-market” 5% • The need for a new commercial architecture across GTM teams Target Audience: Founders, marketers, and sales leaders who are tired of silos and are looking for a unified, proven system to scale revenue teams with clarity. Calls to Action: • Access B2B courses: https://theb2bplaybook.com/courses • Subscribe to their YouTube: @theb2bplaybook The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 107 - The Hump w/Marc Mac | 08 déc. 2024 | 01:23:04 | |
Today I meet with Marc Mac for the SDR Insider Where we dive into everything everything Sales Development should be and was prior to the Predictable Revenue™ Inc. Revenue split outs. Things like ;
-I've always believed that sales isn't about how many calls you make but how deep you can engage with each prospect. My method involves thoroughly understanding the customer's needs, aligning them with business objectives, and ensuring every interaction adds value. This approach counteracts the impersonal, volume-based sales tactics that have become too common. The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 106 - Full Circle 2024 - Segmenting your market for outsized impact w Adem Manderovic | 21 nov. 2024 | 00:36:40 | |
Adem Manderovic is widely recognized for his insights into B2B sales, marketing, and customer success, emphasizing a strategic alignment across these functions to foster sustainable business growth. He advocates for a “Closed Circuit Selling” methodology, which integrates marketing and sales goals with customer success metrics to achieve higher retention and expansion rates. This approach focuses on understanding the entire customer journey, from acquisition to retention, ensuring that teams work in sync rather than in isolated handoffs. Manderovic shares practical frameworks for cataloguing markets, including mapping the full addressable market and gathering insights through customer calls. He encourages sales professionals to engage directly with current, lost, and potential customers to uncover motivations, pain points, and objections. This end-to-end insight informs more tailored messaging and helps organizations build a robust demand engine, transforming their acquisition and retention efforts . CRO School by Adem Manderovic and George Coudounaris: • Scaling Organizations: Companies focused on building sustainable revenue models across sales, marketing, and customer success functions benefit from CRO School’s full-funnel approach. • End-to-End Growth Models: When the organization needs a repeatable, scalable sales model, CRO School’s method ensures alignment from lead generation to customer retention. • Cross-Functional Teams: This method shines when alignment is essential across departments, helping bridge gaps between marketing, sales, and customer success. • Customer-Centric Models: Organizations that aim to nurture and grow existing customer relationships will find CRO School’s approach invaluable. 5. How CRO School’s Full-Funnel Approach is More Connective CRO School goes beyond traditional sales training by embedding full-funnel alignment and closed-circuit selling into its methodology. Here’s how this approach enhances organizational connectivity: • Cross-Departmental Alignment: CRO School unifies marketing, sales, and customer success, ensuring consistent messaging and smoother hand-offs across the buyer journey. • Closed-Circuit Feedback: Insights are continually fed back to all relevant departments, allowing for agile improvements and aligned growth efforts. • Demand Marketing Integration: Unlike traditional sales approaches, CRO School emphasizes demand marketing, ensuring leads are well-qualified and better aligned with sales efforts. • Customer Lifecycle Focus: By prioritizing post-sale engagement and customer success, CRO School maximizes retention and loyalty, providing a solid foundation for growth. • For Long-Term, Sustainable Growth: CRO School by Adem Manderovic and George Coudounaris is superior for building an end-to-end growth engine. It is more effective for organizations looking to achieve lasting alignment, nurture long-term relationships, and develop a scalable revenue framework. But where to start? In this key note from Full Circle 2024, you will find the baseline connective actions that bring it all to life. Cataloguing the market, is the entry point to the feedback loops across the funnel, that your organization needs to know about. This method is widely accepted as Closed Circuit Selling. The bookhttps://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner pagehttps://theb2bplaybook.com/ccs-resources More about our programshttps://theb2bplaybook.com/cro-school | |||
| Ep 105 - Revenue Mechanics Episode 9 w Adem Manderovic | 23 oct. 2024 | 00:49:20 | |
In this episode we cover the inner workings of Closed Circuit Selling.. and how to apply it. BDs role was ALWAYS to obtain feedback loops and validate the market to provide marketing with what’s required to allow them to conduct proper marketing. This contained things like ; → who was with who, what they liked, what they didn’t, what they paid, what they wished they could change, when they might go to tender, and how often they audit their current offer versus what’s out there. → annual contract value versus potential contract value. - important if you want to understand at CS is this deal serviceable for us? → known objections were captured from (closed/lost) why didn’t you buy from us, what could we have done better? You don’t need to be Nikola Tesla to understand this made Marketings role a heck of a lot easier than the No Intent Lead Gen, rubbish we see today. The second component of their role was to provide a Live Quoting Day. Within, key stakeholders, buyers, end users were treated to a presentation, objections were covered off from the room. Key Account Management were introduced and the Communication Plan was discussed and aligned. This did a few things. This enabled an insight to see what it would look like to work together. This provided a clear line of sight as to if the deal was commercially viable - and serviceable at CS. Why is this important? So you don’t see what we see now, tech SaaS running around in circles asking how to ‘reactivate’ or ‘reengage’ accounts to mitigate churn factor. None of this happened before as it was all tucked up and outlined in the communication plan, and it was piss easy to follow. The sooner we get back to basics. The better off, and more commercially viable, ALL business will be. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 104 - Pasha Irshad | 01 oct. 2024 | 00:27:37 | |
The last four years shaped what could be for many. Many taking the plunge into building their own agencies and showing what can be done better, and with less. Pasha, a keen intersect of what can now be with technology meets advocacy for fundamentally sound marketing and tool enhancement caught my attention. Pasha Irshad from shape & scale Joins me for episode 104, @better business building. ---- The backstory ---- How, where, what, why. ---- How shape and scale might just be heavily leaned on within whats to come globally ---- Where its all headed ---- Where you can best find Pasha This one has absolutely everything, and it is not one to miss! The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 103 - Nemanja Zivkovic | 20 sept. 2024 | 00:35:26 | |
We help B2B companies generate revenue from the modern-day B2B buyer through better positioning, planning, and execution. With a bit of funk. Is the official line, but this conversation with Nemanja is so much more. Apologies this one has appeared to have taken us four years in the making, but I am super pumped we finally had this direct conversation. Nemanja from Funky Marketing Joins me for episode 103, @better business building. This one covers everything from what it’s like in alternate markets, to what should happen, but doesn’t. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 102 - Alan Hale | 11 sept. 2024 | 00:55:56 | |
Everything that marketing should be. This one needs to be heard to be believed. If like many you would like a refresher on where things came from, and how things should be, then this one is for you. Alan Hale from Consight Marketing Group, LLC. Joins me for episode 102, @better business building. Where we dive into how far off the path we have strayed with what marketing is now, versus what it should be. Fundamentalists this is the one for you. In my mind I have never heard a better display on whats gone wrong, why it’s gone wrong and how we fix it. I bring to you Alan Hale. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 101 - 7x Sales Leader & 2x CRO - Reveals the Truth of Sales and Marketing | 15 août 2024 | 00:42:10 | |
Adem Manderovic discusses the fundamentals of B2B marketing and sales, emphasizing the importance of aligning marketing and sales efforts. He challenges the traditional approach of selling the meeting and instead focuses on building relationships and providing value to prospects, while uncovering whats needed for organisational success. Showcasing this documented methodology and why this creates organizational alignment, and lower operating costs. Manderovic shares his strategies for cataloging the market and using that information to create personalized and compelling marketing content. He also discusses the concept of selling to multiple clients within an organization and the benefits of content marketing on LinkedIn. Adem Manderovic discusses his approach to repurposing content and his online programme on organisational alignment… With early feedback touting it as ‘The curriculum for sales, marketing & customer success’’. He also talks about the challenges of using AI in marketing and the potential of SEO. Adem shares his experience building that programme in conjunction with The B2B Playbook and George Coudounaris and their future plans for their online learning center. He discusses the pricing and target audience for the programme, as well as his strategy for finding participants. Adem also emphasizes the importance of providing a positive experience for guests on his show. Andrew Rohm - The Website Podcast. https://www.youtube.com/@AndrewRohmcm The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 100 - How to Reduce Churn with Onboarding and Increase Revenue with Expansion | CRO School -Part 5 | 08 août 2024 | 00:17:58 | |
You put so much time, effort and money into winning new customers. But keeping them, preventing churn, and looking for expansion opportunities is what helps take your organisation to the next level. Otherwise you’re just constantly trying to fill a bucket with holes in it. So many organisations don’t have a smooth onboarding process to ensure the customer sticks around. Even fewer know how to look for expansion opportunities to win more revenue from existing customers. Today we’re showing you how to do exactly that. Tune in and learn: + How to setup customer success to reduce churn + The checklist you need prior to going ‘live’, and what to include in your commercial deal pack + How to look for opportunities for revenue expansion This is the final part of our mini-series with 7x ex-head of sales, Adem Manderovic. We’re combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth. ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Creating an End-to-End Business Growth Engine 02:28 Recap: Building Your Growth Framework 05:14 The Importance of Live Quoting Days 07:10 Ensuring Commercial Viability in Deals 09:00 Streamlining the Onboarding Process 11:10 Leveraging Customer Relationships for New Opportunities 13:00 The Power of Referrals in B2B Growth 14:30 Bringing Back Common Sense in Business Development 16:00 Solving Sales, Marketing, and Customer Success Misalignment 16:31 Accessing the Full Mini-Series and Additional Resources ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. We've teamed up with The B2B Playbook and George Coudounaris .....to give you an end-to-end framework - And showing you HOW to change the measure and therefore change the outcomes.... If you're a: + CRO + CMO + Head of Sales Or you want to understand what 'alignment' can look like We've put together a mini-series for you Check out part 5 of our mini-series where we share our joint Framework on The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 99 Eric Iannello | 08 août 2024 | 00:39:20 | |
Outside of the Tech SaaS bubble, some would say the real skillsets can be found. Have you ever wondered what are the pieces the full funnel, that bring together organisational alignment? Selling the meeting, isnt all it’s cracked up to be. As apart from these clickbaity gimmicky manipulation tactics, what happens AFTER the meeting to become billed and banked revenue, is MORE important than tricking someone into a meeting they don’t want to take in the first place. If you are looking for completely obvious entry level tactics that you can cut paste for vitality on certain platforms, this isn’t the one for you. If you are looking for heavy hitting cut through on how simple business should be, this episode has it all. I bring to you @Eric Iannello Founder @Cold Catalyst Sales, GTM consultant @Revenue Reimagined & Head of Sales @SalesRoom For episode 99 BBB - 🎙 Podcast - Adem Manderovic I strongly recommend, giving Eric a follow, and even DM The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 98 - Haris Halkic | 30 juil. 2024 | 00:16:46 | |
Did you know that peer advocacy can rapidly accelerate not only yourself but all those around you? Well my next guest, has done just that, and then some at scale. With multiple posts gaining subsequent viralty I needed to speak with the man behind these master moves for myself. Haris’s story is possibly different from what you would expect, turning from complete left field into a massive household name, where it matters!! I bring to you @Haris Halkic Founder @ SalesDaily.co The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 97 - How to Maximize Your Chance of Winning Deals | CRO School - part 4 | 29 juil. 2024 | 00:17:11 | |
You've finally got your target customer to a meeting. It's taken even more touchpoints than research says it should. How do you make sure you don't screw it up? How can you maximize your chances of winning their business? And once you've won it, making sure it gets past legal, finance - and to make sure they stick around as a happy customer? Today we're taking you through what you need to cover so you can nail your demo, live quoting day, or however else it is you're meeting with your target customer. This is part of our mini-series with 7x ex-head of sales, Adem Manderovic. We're combining marketing and sales forces to build a revenue engine with total alignment. The outcome? A more efficient acquisition system that leads to sustainable growth. Today we are sharing step 3 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system. Step 3 is all about maximizing your chances of winning a deal. Tune in and learn: + Why mega deals are the gold standard for business growth + Essential components for deal success, including market cataloging and objection handling + How to adapt mega deal strategies for smaller contracts If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework. ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Unlocking the Secrets of Mega Deals 02:10 Why Mega Deals are the Gold Standard 03:40 Essential Components for Deal Success 05:50 The Power of Live Quoting Days 07:20 Introducing Your A-Team to Clients 08:40 Aligning Expectations and Overcoming Objections 10:20 Navigating Legal and Credit Processes 11:50 The Commercial Pack: Sealing the Deal 13:20 Adapting Mega Deal Strategies for Smaller Contracts 14:40 Key Benefits of Partnership Alignment 15:30 The Importance of Customer Success Planning 16:10 Wrapping Up: Next Steps in the Framework ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 96 - How to Build Relationships of Trust and Make Companies Want to Buy | CRO School - Part 3 | 22 juil. 2024 | 00:29:59 | |
If you want more customers to buy your product or service, you need to build trust with them first. Trust that you won’t let them down, that you will deliver the outcomes expected, and that they won’t regret their decision for choosing your company. Companies that are focussed on ‘selling the meeting’ don’t build trust. In an effort to look for the ‘needle in the haystack’ that’s willing to buy from you now, their hungry SDR team churn and burn the market. Ever downloaded an eBook and had a sales team call you non-stop for the next few months? Doesn’t build a great deal of trust does it? (We go deep into the problems with ‘selling the meeting’, the Predictable Revenue modelling and why it’s hurting your business in pt.1 of our mini-series). But how do you build trust? Is it through content? Events? Ads? We have a system that you can use to consistently build trust with your prospective buyers, which is a key part of your revenue engine. Today we are sharing step 2 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system. Step 2 is all about building relationships with your target customers and getting them to buy from you. Tune in and learn: + Why trust is essential to your revenue engine + The 4 components to building trust + How to accelerate the trust building process If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework. ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Unveiling the Ultimate Business Growth Engine 02:00 The Power of Targeted Marketing: Setting Up for Success 04:40 Building Bridges of Trust: The 5 Stages of Awareness 08:10 Real-Life Example: How Content Drives Purchasing Decisions 11:30 Next-Level Content: Making Lives Better Beyond Your Product 14:00 The Secret Recipe for Overcoming Objections 17:10 Distribution Tactics: Getting Your Message to the Right People 20:20 One-to-One Interactions: The Art of Personalized Selling 23:40 Shortening Sales Cycles: The Power of Education 26:30 The Future of B2B Sales: Mega Deal Room Tactics Revealed ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 95 - Tom Slocum | 19 juil. 2024 | 01:02:45 | |
This is one is one of the most impactful, no nonsense interviews that I have ever untaken in my life. Where this one goes will likely give the many three months free consulting, that is easily applied to you, and your market. It stands to reason, why Tom and I hit this one for such a home run, given our backgrounds came up from not ONLY before the Predictable Revenue split outs, but from working the back end of deals in financial services first and the automotive industry first. So what do you get when we discuss two decades of experience, half a million cold calls, and endless strategic approaches? Well you will need to tune into find out.. Speaking with @Tom Slocum CEO @SD Labs For episode 95 →If you find yourself wondering how we got here in terms of landscape. →If you find yourself wondering WILL other verticals take on fundamentals across the funnel, and what were they? →If you find yourself, nodding your head..thinking I need to hear this… you will not be alone. We could have dissected this for another three hours, but we have some of the most practical ways to apply better business all in one episode that will hit the mark. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 94 -Foundations to Set Up Your Revenue Engine | CRO School - Part 2 | 15 juil. 2024 | 00:23:37 | |
If you're a CMO, CRO or Head of Sales, you should be asking yourself: how can our teams work better together to drive more revenue, in a more efficient way? We've come across so many organizations that have bloated methods for acquiring customers. They're loaded to the brim with hungry SDRs who have 'book the meeting at all costs' as their mandate. They've handcuffed marketing and reduced them to 'lead gen' to feed the sales machine. The result? A 'spray and pray' method that doesn't work unless you have serious cash to burn. Marketing, sales and customer success are incentivised to behave in ways that compete with each other. A poor customer experience. And a high level of churn and dissatisfaction at customer success. To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn. It gets sales, marketing and customer success to all play on the same team. Today we are sharing step 1 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system. Step 1 is all about laying the foundations in place for your revenue engine before you go-to-market. Tune in and learn: + How to define your next best market + How to reposition your business to make it a 'no brainer' for future customers + How to prioritize your next targets by cataloguing the market If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework. ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Welcome to the B2B Playbook: Creating a Business Growth Engine 01:28 Why Understanding Your Best Market is Crucial for Success 03:41 The Four-Step Process to Drive Better Commercial Outcomes 05:42 Step 1: Identifying Your Best Customers Using the 80/20 Rule 08:40 Step 2: Deep Dive into Customer Understanding 11:22 Uncovering Hidden Insights from Lost Deals and Churned Clients 13:50 The Power of Direct Customer Interviews vs. Data Analysis 16:20 Step 3: Updating Your Positioning and Messaging 17:52 Step 4: Cataloging the Market - A Lost Art in Modern Sales 20:20 The Benefits of Building Relationships Through Market Research 22:08 Wrapping Up: The Foundation for a Successful Growth Engine ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 93 - Adam Robinson | 10 juil. 2024 | 00:32:20 | |
From bootstrapping startups from 0-$10M three times… to what you see today with the call it as it is attitude carving your linkedin feed my next guest has all but redefined the category in which he finds himself. Taking on some of the global heavyweights is no mean feat. But to come up time and time again as the victor means this person exemplifies what it is to when, and the matter which you need to do it. Speaking with @Adam Robinson CEO retention.com and RB2B For episode 93 We get into more of the backstory of what he saw when others didn’t, and how he was able to capitalise on the way things should have been delivered from the outset. We touch on whats possibly next, and will Saas lean into other industry norms. Whether you sit on the spectrum of wanting to do better with less, this is not one to miss. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 92 - 5 Steps to Building an End-to-End Business Growth Engine | CRO School PART 1 | 08 juil. 2024 | 00:19:53 | |
Are you struggling to acquire new customers profitably? Do you have a bloated sales team that are trying to find the needle in the haystack? Are customers churning after being sold a dream you can't deliver on? You may have been setup to fail with a sales-led model that just won't work for your business as you scale. To answer your prayers for a 'better way', we've teamed up with 7x ex Head of Sales, Adem Manderovic, to bring you a combined marketing and sales system that will completely align your business. It will help you build a growth engine that allows you to win more customers for less, and reduce churn. It gets sales, marketing and customer success to all play on the same team. Tune in and learn: + The end-to-end process for building a growth engine + Why the predictable revenue model has set you up to fail + Why marketing aren't able to do real marketing If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework. ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00 Introducing the Mini-Series on Business Growth 01:10 Meet Adam Manderovic: 7x Head of Sales 02:10 The Gap in B2B Go-to-Market Strategies 03:40 Revolutionizing Sales Proposals with Animations 05:00 Aligning Marketing and Sales for Revenue Growth 06:40 What is a Business Growth Engine? 08:10 The Impact of Venture Capital on Marketing Metrics 09:50 The MQL Trap: Why Traditional Lead Gen Fails 11:30 Lost Marketing Fundamentals in B2B 13:10 The 5 Stages of Buyer Awareness 14:30 Targeting the 97%: Beyond Active Buyers 15:40 The Reality of Your Addressable Market 16:50 Why Only 0.6% of Your Market is Accessible 17:50 The Loss of Key Business Development Skills 18:40 Bringing Back Commercial Acumen to Marketing and Sales ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S06 E144 - The B2B Playbook ↳Whether you are a founder that doesn’t wasn’t to be held over a barrel, by those that can do. ↳Whether you are a leader in any part of the funnel, that wants to better understand how to become irreplaceable ↳Whether you are a CEO, that wants to better understand how to do more with less. ↳Whether you know organizationally you have a silo problem, but cant put a finger on how to fix it. Then this is the series for you. Backwards to go forwards The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| Ep 91 - Paul Thomson | 10 mai 2024 | 00:36:15 | |
It’s always super interesting to me, to find those that have that same inspired vision, and break apart what gave them that lens and ability to see what appears missed on the majority. Paul, speaks of his marketing journey from Australia, Silicon Valley and back again. This episode without shadow of doubt is the most in-depth look, at why globally companies are failing with Sales Led Growth, not only that outline, but what can be done to course correct as quickly as possible. If you are a marketer, head of sales, head of customer success, a founder and know something is wrong but cant put your finger on what. You know your cost of acquisition is continually going up. You know you have constant churn both internally and externally. Then, this episode is for you. We dissect practical steps with what changes you can implement, in an easy to understand language. Breaking down myths, barriers, and all the excuses along the way! I bring to you that @Paul Thomson Head of Marketing of @Letterdrop for episode 91 BBB - 🎙 Podcast - Adem Manderovic Links in comments. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 90 - Ilija Sumracki | 08 mai 2024 | 00:34:58 | |
Unlike NEC beating apple to the tablet market and failing for being too early, the story of what one man on a mission to bring flavour, life and fun into true health is nothing but truly inspiring. Sometimes in life, we see gaps in the market of what could be.. but it takes a different level of inspired action to execute and create at a level, where quite Franky mostly fail. The story of how not only Nutrition Republic came to be in not only an inspiring one, creating menu items in line with their brand and mission, but it also happened at exactly the right time of certain social medias becoming highly prevalent in our day to day. And the result? A cult following for those that want to not only be healthy, but have enjoyable experiences while doing it. At its peak, Nutrition Republic, and Ilija Sumracki’s vision, filled line ups in the street. Quickly growing to four stores, and an admirable wholesale to boot. Ilija joins us to share some of that vision, that growth, the ups the downs.. and most importantly his why, and what he learned along the journey. If inspiring journeys, and building brands in markets that haven’t been done before, then this one is for you! I bring to you that @Ilija Sumracki Founder of @Nutrition Republic for episode 90 BBB - 🎙 Podcast - Adem Manderovic The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 89 - Sam Shaper | 07 mai 2024 | 00:36:44 | |
Sales Led Growth is a scam! Sure it would be easy to say something seemingly so outlandish, if this wasn’t the finding from more and more professionals whom have been in the trenches with results more than most could dream in a lifetime. So for my next guest, to come from heavy in the doing, with overwhelming success, to now like myself, understand the commercial repercussions of Sales Led Growth causing organisational failures across the board, something must have stuck with him, to provide him that lens, right? In this episode we touch on Sam’s journey, from high pressure commission only roles, to leading high ticket teams, to his very Ahuh moments, where also like me when in management still broke sales records that exceeded the teams performance with some of that very finding. If you like many know something is wrong with your go to market, but can’t quite put your finger on what that is, and can’t forge your path forward, this one is not one to miss. I bring to you that @Sam Shaper Founder of @Shapers for episode 89, BBB - 🎙 Podcast - Adem Manderovic . The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 88 Richard F Purcell | 05 avr. 2024 | 00:28:00 | |
With the ever changing landscape that we find ourselves in.. have you ever wondered, how we could do better, but without all the manual touchpoint? I know I have. Sure, buying signals are all the rage now, but what if that would be all in one place mixed with who what where why. If you are thinking multi index points of joint ventures, and it’s got you excited, well you now have reason to be. Years ago, the best go to market strategists realised that leaning into other’s within your niche’s key target audience might be a treasure trove for your ideal customers. But no one has mastered how to actually do this, from multiple places with the right signals at scale. Well, my next guest has. If you care about doing more with less, but better, then this one is not to be missed. I bring to you, Founder of @MoxieGTM Richard F Purcell , for episode 88, BBB. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 87 - Ben Logan | 05 févr. 2024 | 00:28:24 | |
“A firm believer in the life you live and the things you do today are testament to the person that you are and how you will be judged later. “ THAT is the type of the Authenticity, accountability, truth, honesty and integrity you will come to expect from the mastery of Ben Logan and Hoodies Magazine! “It’s the whole system thats broken, nobody is really going, why do we put up with the lies of this lot? Why are we not actually saying, no we understand, but whats the truth?” Throughout the pandemic. Like me, many found a sense of reason in the literal accuracy of Ben Logan. Ben, pulled no punches with the cut throat decisive clarity in what he saw in all aspects of mismanagement. Not just in government, but in all pillars of society. And with that clarity mixed with the market conditions at the time, created it a recipe for success. And a cult following. Realising this, that not only did his word-smithery have power, but that very attention could be so much more. And with that, the voice of that reason Hoodies was formed. Now, Hoodies boasts expert delivery in business, fashion, food, wine and is at the foundational crossroads of what you may have seen at the beginning of some the world’s biggest magazines. This morning I sat down with Editor in Chief, Ben Logan for episode 87 @BBB DO NOT, miss your chance to get in now at foundation! Why Hoodies? Because it matters. Hoodies, is a monthly online magazine, news service and podcast that has been set up for people tired of all the BS we are fed from Politicians, Bureaucrats and the woke cancel culture. A wave is coming, which side will you be on? Link in comments to the most recent issue, to see what all the hype is about for yourselves. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 86 - George Coudounaris | 28 janv. 2024 | 00:32:06 | |
What is the biggest professional transition you have ever seen? Surely, this one, has to come close? Never before have I heard of a commercial lawyer turning their back on everything they have learned in law school, to not only transition into a Demand Marketer, but having done so creating their own well known global brand and agency, the way in which my next guest has. Ive credited him with some of the best commercial literary I’ve ever witnessed. Perhaps drawing inspiration from summary briefs and being able to communicate audience specific messaging in the past has given George a severe advantage in how he now methodologically provides commercial cut through with the B2B Playbook. George’s journey of growth of self discovery was formed from his internal measures relating to wanting to achieve a better result than any performance marketer could. Leaving him, with an accurate lense and recipe framework to create demand which he calls the 5 BEs Framework for demand generation. For those that have followed me over the past four years, you will recognise a lot of what George has said, I mirror, through my own discoveries, creating my own demand frameworks through sheer necessity having been in large organisations which were handcuffed to Sales Led Growth measurements, only leaving marketing the ability to create No Intent Lead Gen. Don’t just take my word for it, hear George’s expert delivery for yourself. I bring to you, CO Founder of @B2B Playbook George Coudounaris , for episode 86, BBB. Within this one you will find : + George’s origin story + George’s journey from SEO, Performance marketing and a pivot from a market title of Sustainable Marketing changed everything +George’s introduction to the @B2B Playbooks 5 BEs Framework for demand generation. + Our joint alignment on why proper demand receipts for success is so important + Why Sales Led Growth organisations have caused the misalignment between sales, marketing and customer success. + How that very fact was exasperated from certain tools that changed how marketers were measured, changing their day to day activities + Will B2B lean into better marketing practices from our B2C counterparts? + If marketers were allowed to market properly, they would enable organisational success through flatter faster structures. Like many that our now tasked with doing more with less, but more effectively than this one is not one to miss. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 85 - Better B2B Marketing Outcomes: Smarter Marketing with the Closed Circuit Selling Framework | 22 janv. 2024 | 00:47:21 | |
This week we have a 7x ex-head of sales - turned marketing expert on The B2B Playbook - Adem Manderovic! He's combined his unique experience as both an 'old school' seller and a modern marketer to bring us an advanced, holistic Demand Generation framework called Closed Circuit Selling. Tune in and learn:+ why marketers need to 'Catalogue the Market' + how and why you need to validate a channel before you begin+ why marketers need to 'go backwards to go forwards' And most importantly, the business acumen that has been lost by marketers and sales people alike that is now more important than ever. -----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Welcome and Introduction to Adem Manderovic05:00 Understanding Commercial Acumen in B2B10:00 The Concept of Closed Circuit Selling15:00 Addressing Sales and Marketing Disconnection20:00 Effective Demand Generation Tactics25:00 Enhancing Customer Journeys and Experiences30:00 Marketing and Sales Alignment Strategies35:00 Crafting Persuasive Sales Content40:00 Future Trends in B2B Sales and Marketing45:00 Wrapping Up: Key Insights and Takeaways----------------------------------------------------- The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 84 Barratt Kennett | 17 janv. 2024 | 00:36:47 | |
Diverse backgrounds, and skills, at times either make or break someone to be their best self. Speaking with Barratt, it’s clearly evident from the how he articulates he operates from heart centred integrity. Barratts journey perhaps would have needed a few hours to unpack. However, if like me, you resonate with those that are out there truly making a difference to inspire people from within, then this episode cant be missed. The way in which he demonstates building safety and care for those who are selected to work with him, should be replicated across the nation as the benchmark. I bring to you, CEO and Founder of EFCOMM Barrett Kennett, for episode 84, BBB. Find more from Barratt https://www.linkedin.com/in/barrattkennett/ Barratt's mentioned book can also be found here https://www.amazon.com.au/LEADERSHIP-SALES-SIMPLE-STEPS-SUCCESS-ebook/dp/B09K8TVLP5 The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 83 - DXB Podcast - The Deal Room | 20 déc. 2023 | 00:53:41 | |
Probably the most candid and complete interview I have ever undertaken. If you want to learn how I gained the lense that I do. Then this is not one to miss. Taken from DXB Deal Room Podcast Thanks again @Shane Mahi Adem Manderovic: Unconventional Wisdom & Unique Perspectives Description: Welcome to another episode of the DXB Deal Room Podcast, where today we have the privilege of hosting Adam Manderovic. Known for his intriguing content on LinkedIn and his distinctive approach to life and business, Adem stands out with his unique perspectives and straightforward insights. 🔍 Understanding Unique Personalities: Delve into what makes Adam one of the unique personalities among many. Explore Adam's approach to standing out in a crowd and making an impact. 🌐 Adam's Global Insights: Discover how Adam's experiences across various industries have shaped his viewpoints. Learn about Adam's ability to find common sense solutions across different sectors and situations. 🗣️ Who is Adem Manderovic? Hear Adem discuss who he is in his own words - the person in the corner calling it as he sees it. Understand Adam's philosophy on life, work, and his approach to problem-solving. 🤔 What Does Adam Do? Gain insight into Adam's current endeavours and how his unique approach influences his work. Explore the ways in which Adam applies his diverse experiences to current challenges and opportunities. This episode is not just a conversation; it's a journey into the mind of someone who sees the world differently. Adem Manderovic’s insights and perspectives are sure to leave you with new ways of thinking about your own life and career. 🎧 Tune in now to this fascinating episode on our YouTube channel. Remember to Like, Subscribe & Share to stay updated with the latest from the DXB Deal Room Podcast. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 82 CT FALK | 14 déc. 2023 | 00:31:11 | |
Seeing things as clearly as some do can be a blessing or a curse. Watching CT from afar, one thing stuck out to me, he calls things as he sees them and doesn’t shy away from the facts. He is easily able to translate commercial acumen into business cases, but also set for organisational success with clear decisive deliberate actions. We are going to need more and more skilful concise operators like CT for whats to come in the business revolution. For those that, like when I speak of backwards to go forwards and give outlines and examples this one is not to be missed. I bring to you, CEO and Founder of Skrillo, CT Falk, for episode 82, BBB. The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 81 - How to apply #Closed Circuit Selling to the Market | 30 nov. 2023 | 00:08:05 | |
The simplicity of #ClosedCircuitSelling only works, if you lean into ALL components. As @Scott Martinis recently discussed your contact data, targeting and list segmentation needs to be right. That would look something like this ; TARGETING What are the triggers and cross reference points that enable you to sell their story? Company / persona research. -Account level, why is this good for them? - based on their goals and mission. -Job boards, hiring, new to role, financials, -if tasked with implementing changes, growing?, budget? -@Apollo. - Check comparisons of companies you have won with in the past. -@Humantic.ai - DISC personality profiled, and list segmented -> what content per persona. I personally will look at easier ways to frame this with @clay again shortly. Thank you @varun AT ALL TIMES Cross reference that with ; Previous — Closed / Lost - Bid Contracts and RFP/RFQ - interviews, what were the actual objections. List them. Educational to get you here + isolating and overcoming objections = promise land. Build that. CATALOGUING THE MARKET First pass needs to be catalogue - contract discussion. -Who are you with? -What do you like about it? -How long have been with them before? -Is there anything you would like to change? -If you ever went to tender, what would the winning bid proposal need to contain? -Permission - Would it be okay if I call back within x timeframe to see if anything has changed? You now have permission, their contract information and their key drivers for change. You will craft creative to dial in against that - and then use things like permission based creative to shortcut the long sales cycles. Account manager for a contract you dont yet have is the key. 🔐 NOW apply some Permission Based Creative to a catalogued market 💡 Set yourselves for success.
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YOU, and your company are now set for success. BUT in order to shift to this modelling you need to be looking at removing -meetings up -meetings held -app rate -contract rates Redefined Success looks like; -billed and banked revenue against ; -Minimal internal billables (legal, credit, customer success time to activate) The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 80 - Tony J Hughes | 29 mars 2023 | 00:26:59 | |
Unless you have been living under a rock for the entirety of your sales and marketing career, my next guest needs know introduction. Having shaped, ne pioneered whats what in sales and marketing for the past thirty five years, and documented these very predictions in his books The Joshua Principle (into its 10th printing) and of course Combo Prospecting and Tech Powered Sales its safe to say Tony J Hughes, is one of if not the authority on whats to come. If always ups killing and staying relevant is important to you in your career, then this is not one to miss! I couldn’t be more excited to bring this to you, Author, Speaker and Sales IQ Global CEO Tony J Hughes! Tony joins me for a discussion around whats shaped some of those predictions and possibly whats to come for Episode 80, Better Business Building!! The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||
| EP 79 Phil Howie | 08 mars 2023 | 00:17:00 | |
I dont know about you but with the world where it currently is, being secure and being secure in business for that matter is not something to take lightly. After years at the forefront of some of APAC’s movers and shakers in the innovative space, my next guest saw a further market niche and decided that is where he could truly make his mark. Fast forward, from 2020 to now, Onwardly is an award winning cyber Saas platform that helps you build and scale in the comfort whilst knowing your baby is well protected. If hearing truly inspiring people tell their truth, their story and their roadmap to success gets you inspired to operate from a space of clarity then this is not one to miss. I am excited to bring to you, Phil Howie CEO and Founder of Onwardly! Phil and I sit down across the ditch for episode 79 Better Business Building! Phil also has his own show based out of Auckland New Zealand, if this is something you would like to hear more about The book https://www.amazon.com.au/Closed-Circuit-Selling-Predictable-Unpredictable/dp/B0GQ2YV52Y/ Partner page https://theb2bplaybook.com/ccs-resources More about our programs https://theb2bplaybook.com/cro-school | |||