Beyond Revenue – Narratives of Revenue Leaders [with Michael Jäger]

Cremanski and Company
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20 minutes. One GTM leader. Real wins, real fails, zero filler. Beyond Revenue is the weekly show for B2B leaders who want practical insight from the people actually in the arena, across sales, marketing, RevOps, and the C-suite. Host Michael Jäger keeps it honest and specific so you leave every episode with at least one thing worth trying. Like what you hear? Follow the show, share it with your team, and leave us a rating ✨ Want to submit a guest speaker request or be invited on the show yourself? Get in touch at: beyondrevenuepodcast@cremanski.com

  1. 5d ago

    The Revenue Side of M&A: A GTM Leader’s Reality Check with Franziska Schneider

    Post merger integration looks clean from the outside. Inside, you're running two marketing functions while building a third. So what does the revenue side of M&A really look like? Franziska Schneider, VP of Marketing at nilo, the employee mental health platform, joins Michael Jäger to share what she learned helping integrate marketing through the Likeminded and nilo merger, while keeping pipeline and revenue moving in about ten weeks. In this episode: ✌️ Win #1: The old school integration plan. One spreadsheet, one owner per task, strict prioritisation and weekly check ins. ✌️ Win #2: Business strategy first. Founder and team lead workshops that aligned the new company on a quality leader positioning before any brand work. 🌱 Fail: Expecting 1+1 to equal 2. Why overlapping pipeline and fading merger hype meant resetting the baseline. Whether you're preparing for an acquisition or living through one, this episode is a practical reality check for GTM leaders on making M&A work for revenue. Connect with Franziska: 🔗 LinkedIn: https://www.linkedin.com/in/franziska-schneider-rt/🔗 nilo: https://www.nilohealth.com 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 · Intro 01:05 · Franziska & nilo's background 02:39 · What post merger integration feels like04:40 · Building a third function 05:27 · People, process or tech06:13 · When to involve marketing in M&A 07:12 · Win #1: The spreadsheet integration plan 08:49 · Win #2: Business strategy first 10:27 · The fail: why 1+1 isn't 2 12:03 · Key takeaways 14:13 · What AI would change 14:37 · Where to find Franziska

    The Revenue Side of M&A: A GTM Leader’s Reality Check with Franziska Schneider

  2. Oct 23

    ABM: What Actually Turns Target Accounts Into Pipeline with Mafalda Johannsen

    Your account based marketing (ABM) campaign hit the right accounts with the right message. So why is pipeline still flat Mafalda Johannsen, Director of Commercial Strategy at N.Rich, joins Michael Jäger to explain why ABM is a strategy you run in a loop, and what actually turns target accounts into pipeline: trusted signals, account context and outreach that earns the call. In this episode: ✌️ Win #1: Signals where sales works. Hot and warm accounts synced to the CRM, plus an AI agent that sends BDRs account research in Slack. ✌️ Win #2: The new CMO trigger. Three webinar invites, zero registrations, then the prospect asked for a call. 🌱 Fail: The gifting campaign that exposed bad contact data. Whether you're running ABM, leading sales or aligning a GTM team, this episode shows how to turn intent signals into pipeline your sales team will act on. Connect with Mafalda: 🔗 LinkedIn: https://www.linkedin.com/in/mafalda-johannsen 🔗 N.Rich: https://nrich.io/ 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 · Intro & Mafalda's background 01:21 · The ABM visibility gap 05:00 · ABM is a strategy, and no Thermomix 08:21 · Which signals should trigger sales action 10:31 · Win #1: Signals in the CRM + AI account research 15:05 · Win #2: The new CMO trigger 18:20 · The fail: unstructured ABM and bad contact data 22:01 · Key takeaways 24:28 · ABM across the full funnel 25:31 · Where to find Mafalda

    ABM: What Actually Turns Target Accounts Into Pipeline with Mafalda Johannsen

  3. Oct 16

    GTM Enablement: The Missing Layer in Your AI Strategy with Ambre Jeanneau

    Your AI strategy has a missing layer: GTM enablement. Without it, new tools and processes never become how your team actually works. Ambre Jeanneau, Principal, GTM Enablement at Cremanski & Company, who has built enablement functions from scratch three times, joins Michael Jäger to break down what really drives adoption: changing behaviour, embedding it in daily work and earning trust early. In this episode: ✌️ Win #1: Embed it in the day to day. Why a new sales methodology only sticks once it lives in deal qualification, the process and the CRM. ✌️ Win #2: Quick wins first. How early, visible improvements build the buy in and momentum a six month programme need 🌱 Fail: One programme for every market. Why copying an enablement programme into a new region led to low adoption. Whether you lead enablement, sales or RevOps, this episode shows you how to turn strategy into habits your teams actually adopt. Connect with Ambre: 🔗 LinkedIn: https://www.linkedin.com/in/ambre-jeanneau-enablement/ 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. 🛎️ Follow us on Spotify ⏱️ Episode's timestamps 00:00 Intro: GTM enablement and AI strategy 00:50 Driving execution and adoption 01:36 The one hour training myth 02:21 Strategy vs consistency 03:09 The underrated skill: behaviour change 04:01 Win #1: Embedding a sales methodology in daily work 05:23 Win #2: Quick wins for buy in 06:33 The fail: one programme for every market 08:29 Key takeaways 10:39 Where to find Ambre

    GTM Enablement: The Missing Layer in Your AI Strategy with Ambre Jeanneau

  4. Oct 9

    Everything That Has to Be True Before Your Website Goes Live, with Julieta Varsano

    A B2B website launch usually fails on scope... So what actually has to be true before you hit publish? Julieta Varsano, Head of Marketing at Upvest, the leading investment infrastructure provider in Europe, joins Michael Jäger to break down what it takes to relaunch a website without losing the scope, the timeline, or the message along the way. In this episode: ✌️ Win #1: Running the relaunch as a cross functional project, with one point of contact managing leadership, product, sales, legal and the agency. ✌️ Win #2: Validating messaging with sales and writing for two audiences at once, human readers and AI/LLM search. 🌱 Fail: Starting with a "refresh" scope too small for how much the business had grown, fixed with a staged launch instead of one big release. Whether you're planning a relaunch or rewriting your B2B messaging, this episode gives you the scoping questions to answer before you build anything. Connect with Julieta: 🔗 LinkedIn: https://www.linkedin.com/in/julieta-varsano/ 🔗 Upvest: https://upvest.co 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 Intro and Julieta's background 04:20 Why Stripe is the benchmark for B2B website messaging 05:10 The most common mistake before a website launch 06:35 Why a website is never actually finished 07:50 Win #1: treating the launch as a cross functional project 11:52 Win #2: writing for humans and AI search at once 15:09 The fail: scoping a "refresh" that outgrew itself 18:11 What Julieta would change: building in flexibility earlier 21:11 Key takeaways 22:08 Where to find Julieta

    Everything That Has to Be True Before Your Website Goes Live, with Julieta Varsano

  5. Oct 2

    Building the Agent-Powered GTM Organisation - with Rayson Chia

    Using ChatGPT and Claude for one-off tasks? That's what almost everyone is doing. Bur building an organization that actually runs on agents? Not so many have mastered this one yet. Rayson Chia, RevOps Lead at Packmatic, joins Michael Jäger to look at what is needed to move a GTM org from scattered AI tool use to a coherent, agent-powered system built on a clean data foundation and real onboarding. In this episode: ✌️ Win #1 — The deterministic data foundation: why Rayson built a clean, single-source-of-truth data warehouse before touching AI, and why messy CRM fields turn into AI's guessing game. ✌️ Win #2 — Onboarding agents like new hires: the context layer Rayson built to teach AI not just what the business has, but why it works that way. 🌱 Fail — The one-person second brain: Rayson encoded his own knowledge and his team's into the agent's context layer, centralizing his own blind spots instead of the company's actual knowledge. Whether you're building your first agent or trying to scale past scattered AI use cases, this episode gives you a concrete playbook for what actually needs to be true before AI can help your GTM team. Connect with Rayson: 🔗 LinkedIn: https://www.linkedin.com/in/raysonchia/ 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 — Intro & Rayson's background 02:39 — Icebreakers: the GTM task he'd hand to AI first 04:12 — The most overhyped AI use case in revenue teams 04:50 — The biggest misconception about AI agents 05:52 — Win #1: The deterministic data foundation 10:09 — Win #2: Onboarding agents like new hires 12:07 — Building the context layer, the "second brain" 13:04 — The fail: building a personal brain, not a company brain 15:17 — The fix: department leads, monthly reviews 16:01 — The stack: Claude Code and a vault of MD files 16:15 — Build it in the LLM or keep it portable? 17:31 — Advice for teams just getting started 19:52 — Key takeaways 21:30 — Where to find Rayson

    Building the Agent-Powered GTM Organisation - with Rayson Chia

  6. Sep 25

    Building Go-To-Market for GovTech with Ellen Lina Schmitt

    The public sector looks too slow and too bureaucratic for most B2B sales teams. So how do you actually build a go-to-market motion that works there? Ellen Lina Schmitt, CRO at Ayunis, a GovTech company, and former builder of Personio's public sector, nonprofit, and education arm, joins Michael Jäger to break down how she scaled that arm from zero into a 35 person team that helped Personio reach 1.6 million managed employees. In this episode: ✌️ Win #1: Narrowing the ICP to Germany's municipal level, where local self-government lets each city procure software on its own and cuts the sales cycle. ✌️ Win #2: Building a shared mission, "enabling better public organizations," to get top AEs excited about selling into an unglamorous industry. 🌱 Fail: Chasing government tenders like a consultant instead of picking up the phone, and winning nothing until the team switched motions. Whether you're eyeing the public sector or scaling GTM into any hard to sell vertical, this episode gives you a concrete playbook for getting the ICP and the team right. Connect with Ellen: LinkedIn: https://www.linkedin.com/in/ellenlinaschmitt/ 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. 🕦 Episode's timestamps 0:00 Intro and background 04:27 What the Silk Road taught her about public sector risk 09:44 The first shock of consulting to software sales 11:32 Win #1: Narrowing the ICP to municipal government 15:34 Win #2: Building a shared mission 18:23 The fail: chasing tenders instead of the phone 20:08 Recap and key takeaways 23:40 Where to find Ellen

    Building Go-To-Market for GovTech with Ellen Lina Schmitt

  7. Sep 18

    Building a Human Brand in an AI-Saturated Market - with Maren Kaspers

    Every AI company sounds the same right now. So how do you actually get noticed — and trusted — in a market where every vendor is running the same playbook? Maren Kaspers, VP Marketing at Octonomy and all-bound GTM leader owning both marketing and the SDR team, joins Michael Jäger to break down the ALL-BOUND model: how to fuse pipeline ownership under one roof, rebrand your way out of a noisy category, and treat every failure as fast, cheap data. In this episode: ✌️ Win #1 — Look at what everyone else does, then do the opposite: how spotting a sea of identical competitor branding at a trade show led to a rebrand and a bold public claim that got Octonomy's booth noticed. ✌️ Win #2 — All-bound: why marketing owns the SDR team, and how that single structural call has kept sales and marketing aligned and pipeline on target every quarter. 🌱 Fail — Booking events that didn't convert: why Maren sends teams to events that flop, and treats it as the cost of moving fast. Whether you're building a brand in a noisy AI market or rethinking how sales and marketing should split pipeline ownership, this episode gives you a concrete playbook for standing out without losing the human touch. Connect with Maren 🔗 LinkedIn: https://www.linkedin.com/in/maren-kaspers/🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 — Intro & Maren's background at Octonomy 00:47 — Octonomy overview: an all-bound company in a noisy AI market 03:00 — Rapid fire: the employer-branding lesson that still applies today 05:25 — Building a human brand in an AI-saturated market 09:02 — Win #1: differentiating Octonomy's brand at a crowded trade show 14:57 — Win #2: all-bound — why marketing owns the SDR team 19:13 — The fail: booking events that didn't convert 21:27 — Key takeaways 23:14 — Where to find Maren

    Building a Human Brand in an AI-Saturated Market - with Maren Kaspers

  8. Sep 11

    The Niche Famous Framework: Becoming the Obvious Choice Before Anyone's Buying - with Tycho Luijten

    Cold outbound is annoying and inbound alone is slow. So how do you become the obvious choice before a prospect even starts looking? Tycho Luijten, CEO and co-founder of Dapper — a 70 person B2B marketing agency in Rotterdam and Lisbon behind a Wolf of Wall Street parody that reached millions of views — joins Michael Jäger to break down the NICHE FAMOUS FRAMEWORK: how a narrow ICP and personal LinkedIn content built an agency's brand before it had an ad budget. In this episode: ✌️ Win #1 — The Niche Famous Framework: picking an audience small enough to fit in a stadium and becoming known, trusted, and preferred inside it through personal profiles, not a company page. ✌️ Win #2 — Owning listicles, then owning GEO: how ranking in B2B agency listicles built early authority, and why Dapper now applies the same tactic to get cited by ChatGPT and Claude. 🌱 Fail — The outbound email that read as narcissistic: why leading with his own credentials instead of the prospect's problem backfired, and what public feedback taught him. Whether you're building a personal brand or trying to make your B2B marketing findable by both search engines and AI, this episode gives you a concrete, tested playbook for becoming niche famous. Connect with Tycho: 🔗 LinkedIn: https://www.linkedin.com/in/tycholuijten/ 🔗 Dapper: https://dapper.agency 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode's timestamps 00:00 — Intro & Tycho's background 00:36 — Inside Dapper: agency size, Rotterdam, and Lisbon 02:48 — Quickfire: the marketing term Tycho would retire 03:49 — Best content: the Wolf of Wall Street sketch 05:20 — The tactic other agencies use that Dapper never copied 06:45 — Naming the Niche Famous Framework 08:09 — Win #1: The Niche Famous Framework explained 11:01 — How Tycho scaled it with a seven-person team 13:05 — Win #2: Winning listicles, then winning GEO 14:59 — The fail: the cold outbound email that backfired 19:56 — Key takeaways 22:00 — Where to find Tycho

    The Niche Famous Framework: Becoming the Obvious Choice Before Anyone's Buying - with Tycho Luijten
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About

20 minutes. One GTM leader. Real wins, real fails, zero filler. Beyond Revenue is the weekly show for B2B leaders who want practical insight from the people actually in the arena, across sales, marketing, RevOps, and the C-suite. Host Michael Jäger keeps it honest and specific so you leave every episode with at least one thing worth trying. Like what you hear? Follow the show, share it with your team, and leave us a rating ✨ Want to submit a guest speaker request or be invited on the show yourself? Get in touch at: beyondrevenuepodcast@cremanski.com

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