56 episodes

How businesses make money is changing. It’s not all sales. It’s not all marketing. Revenue is everyone’s business now. Join Drift’s Justin Keller (VP of Revenue Marketing), as they sit down with experts across sales, marketing, and customer success to talk about what it really takes to accelerate revenue as a go-to-market team. In just 40 minutes, you’ll hear how different organizations use conversations, technology, and cross-functional alignment to build better pipeline and drive expansion. Because if there’s one thing GTM leaders know, it’s that revenue talks.

Revenue Talks with Justin Keller & Armen Zildjian Drift Podcast Network

    • Marketing
    • 5.0 • 1 Rating

How businesses make money is changing. It’s not all sales. It’s not all marketing. Revenue is everyone’s business now. Join Drift’s Justin Keller (VP of Revenue Marketing), as they sit down with experts across sales, marketing, and customer success to talk about what it really takes to accelerate revenue as a go-to-market team. In just 40 minutes, you’ll hear how different organizations use conversations, technology, and cross-functional alignment to build better pipeline and drive expansion. Because if there’s one thing GTM leaders know, it’s that revenue talks.

    Buying Group Marketing | Joe McNeill

    Buying Group Marketing | Joe McNeill

    Ask your sales team what it means to "win." Now ask your marketing team the same question. Are their answers the same?

    Joe McNeill, the Chief Revenue Officer of Influ2, a person-based advertising platform for B2B companies, would bet on no, and it's this discrepancy that he believes is the key blocker for sales and marketing alignment at companies today.

    That's why Influ2 created Buying Group Marketing (BGM) - a new way to focus on all the people that matter in a sales process. On this episode of Revenue Talks, Joe tells Katie what exactly Buying Group Marketing is, how it can improve a company's go-to-market alignment, and he explains how BGM can co-exist with, and enhance, an ABM strategy.

    Like this episode? Let us know by leaving a review! You can connect with Katie on Twitter @KatieJfoote, @DriftPodcasts, and Joe on LinkedIn.

    • 22 min
    Don't Fear Differentiation | Sally Hogshead

    Don't Fear Differentiation | Sally Hogshead

    "Best in class" "Cheapest" "Fastest"

    All of these "-est" words seem great to win in the moment. But that's all they are: momentary wins. If you really want to win as a B2B brand today, you need to create a relationship with your customers - one that survives on the longevity of the emotional connection you create by solving a pain point your customers have. People have a lot of different pain points, so how do you pick just one, and what differentiates your solution, or brand, from the others?

    If you can answer these questions, Sally Hogshead, best-selling author and world-class branding expert, believes you'll be better than the rest.

    In this episode of Revenue Talks, Sally explains the logic behind her newest book, Different is Better. She explains why B2B marketers shouldn't fear being different (in fact, why we should embrace it), why marketing can be a lot like online dating, and she physically draws out the chart that will help you decide what stage of differentiation your brand is in, and where you need to go, in order to win, in the Revenue Era.

    Like this episode? Let us know by leaving a review! You can connect with Justin and Sally on Twitter @justinkeller, @SallyHogshead, and @DriftPodcasts.

    • 27 min
    Delight & Deliver Value in Every Aspect of the Business | Christy Marble

    Delight & Deliver Value in Every Aspect of the Business | Christy Marble

    It's no secret that on this podcast we believe revenue is the responsibility of all go-to-market teams. But that begs the question, how do we think about attribution for sourced revenue?

    Christy Marble, the current CMO of Pantheon - a WebOps platform that empowers marketers and developers to create, iterate, and scale websites - has been thinking about this question for years, and she always comes back to the same answer: Marketing's job is to delight and deliver value to their customer's at every aspect of their business.

    In this episode of Revenue Talks, Christy explains what exactly delighting customers and delivering value at every aspect of the business looks like at Pantheon. She and Katie discuss leveraging automation to find out what buyers want and need, and they reminisce on direct mail - is it really dead?

    Like this episode? Let us know by leaving a review! You can connect with Katie and Christy on Twitter @KatieJfoote, @MarbleChristy, and @DriftPodcasts.

    • 29 min
    The Core to Every Successful Business is Trust | Fred Tsai

    The Core to Every Successful Business is Trust | Fred Tsai

    Banks, software, even groceries. It doesn't matter the business - trust in the brands where we invest our money is a key reason for why we make the decisions we do, and it's why former Vice President of Customer Success at Liferay, Fred Tsai, believes trust is the core to every successful business.

    In this episode of Revenue Talks, Fred explains why he believes building trust with buyers is crucial to a company's long-term success, how Liferay builds trust with its buyers, and how the Liferay customer success team aligns and works alongside the marketing team in a way the benefits both them and their customers.

    NOTE: At the time of this recording, Fred led the Liferay customer success team. He has since moved on to Checkr, where he served as the Vice President of Customer Success.

    Like this episode? Let us know by leaving a review! You can connect with Justin and Fred on Twitter @justinkeller, @fhtsai, and @DriftPodcasts.

    • 22 min
    Measure Marketing on Outcomes, Not Actions | Scott Berg

    Measure Marketing on Outcomes, Not Actions | Scott Berg

    Pipeline - is it the responsibility of sales, or marketing? And even before deciding that, how do you define "pipeline"?

    Scott Berg, Vice President of Global Revenue and Field Marketing at Hitachi Vantara - an IT service management company - says that there are two definitions to pipeline, but both are the responsibility of both sales AND marketing.

    In today's go-to-market landscape, Scott believes that for marketing to build trust with sales, sales and marketing teams must first align on the definition of pipeline, and marketing must be measured on outcomes (revenue), not actions (clicks).

    In this episode of Revenue Talks, Scott explains what go-to-market alignment looks like at Hitachi Vantara, how his go-to-market processes scale globally, and he and Katie predict what marketing will look like in five years.

    Like this episode? Let us know by leaving a review! You can connect with Katie and Scott on Twitter @KatieJfoote, @ScottBerg, and @DriftPodcasts.

    • 32 min
    Growing Upmarket | Lauren Weinberg

    Growing Upmarket | Lauren Weinberg

    Growing upmarket as a company means more than just hiring account executives to sell into new territory.
    Lauren Weinberg, Global Head of Marketing and Communications at Square, a financial services and digital payments company, knows this first hand.
    Before sales teams can even start selling, extensive research needs to be done in order to understand who the personas are in the new market and how they think and operate differently from the personas that reps may be used to selling to. It means tapping into the marketing channels you know they're in and creating content that will resonate with them, all while fighting to get ahead of a noisy digital market.
    But more than anything, growing upmarket means increasing your brand's awareness not just of one product, but of your entire suite of solutions.
    During this episode of Revenue Talks, Lauren explains how she's worked over the past four years to increase Square's brand awareness to help the company grow not only upmarket but also internationally.
    Like this episode? Let us know by leaving a review! You can connect with Katie and Lauren on Twitter @KatieJfoote, @WeinbergLauren, and @DriftPodcasts.

    • 31 min

Customer Reviews

5.0 out of 5
1 Rating

1 Rating

urbansun ,

Helpful and Approachable

I don’t know why so many marketing podcasts feel like it’s a bunch of guys in an ivory tower laughing at marketing questions on Reddit but that IS NOT THE VIBE OF THIS ONE.

Entertaining? Yep!
Helpful? So far, yes!
Honest? I think so!
Feeling like there’s someone out there who feels you? Oh yes.

Thanks for some great episodes so far, im gonna check out more and see if I can finally dissect the mystery of digital B2B marketing

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