The Innovative Revenue Leader

Seth Marrs
  • 5.0 (5)
  • MANAGEMENT

This podcast explores the future of sales performance, giving Chief Revenue Officers and other growth leaders the insights, tools, and stories they need to lead with confidence. Through candid conversations with top executives, analysts, and tech innovators, we uncover how to harness data, optimize talent, and build tech-enabled sales teams that win. Listeners will walk away with actionable strategies to drive growth, outpace change, and future-proof their revenue engine.

  1. Forecasting Starts with Pipeline Discipline - Thorsten Reichenberger - Innovative Revenue Leader - Ep. #32

    2D AGO

    Forecasting Starts with Pipeline Discipline - Thorsten Reichenberger - Innovative Revenue Leader - Ep. #32

    Why do so many forecasting efforts fail to deliver accurate outcomes despite advanced tools and data? Today’s guest is a global revenue operations leader driving transformation at scale. Introducing Thorsten Reichenberger, Head of Forecasting and Engagement Environment at Digital Industries. Thorsten joins host Seth Marrs to share how large, complex organizations can rethink forecasting by focusing on pipeline management, process discipline, and organizational enablement. He breaks down why forecasting should not be treated as a standalone task, how organizations must segment and better understand different revenue streams like run rate vs true opportunity, and why data quality and consistency are critical to success. Thorsten also dives into the human side of transformation, emphasizing that changing behavior, not deploying tools, is the hardest and most important part of building a high-performing revenue organization.  Takeaways: • Forecasting is the result of strong pipeline management. Thorsten explains that forecasting is not a standalone activity but the output of how well opportunities are managed, engaged, and progressed through the pipeline. • Not all revenue should be treated the same. He highlights the importance of separating true opportunities from run rate or contractual revenue, allowing teams to focus effort where active selling is required. • Data quality and consistency are critical. Organizations must focus not just on tools, but on ensuring data is accurate, consistent, and usable to generate meaningful insights. • Change management is the hardest part of transformation. Thorsten emphasizes that while tools and processes can be implemented, changing behavior and adoption across teams takes time and sustained effort. • Enablement must be continuous, not one-time. Training and communication must be ongoing, delivered through multiple channels, and reinforced consistently to drive adoption. • Scaling requires structured support across the organization. He describes building layers of support, including forecast managers and internal champions, to drive consistency across a global organization. • AI and agents will support, not replace sellers. Thorsten notes that AI will act as a “digital colleague,” enhancing insights and efficiency, but human judgment and interaction remain essential. Quote of the Show: “Forecasting is not a task itself. It’s actually the pipeline management which gets important.” - Thorsten Reichenberger Links: LinkedIn: https://www.linkedin.com/in/thorsten-reichenberger-b03b101/Website: http://www.siemens.com Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    29 min
  2. Outbound Entering a New Era - Peter Mollins - Innovative Revenue Leader - Episode #31

    APR 29

    Outbound Entering a New Era - Peter Mollins - Innovative Revenue Leader - Episode #31

    How is AI fundamentally changing the way revenue teams generate pipeline? Today’s guest is a forward-thinking marketing leader at the forefront of AI driven go-to-market strategy. Introducing Peter Mollins, Vice President of Marketing at Nooks. Peter joins host Seth Marrs to break down how AI is reshaping outbound, sales development, and the way modern revenue teams operate. He shares how traditional outbound methods are evolving, why AI powered dialing and automation are increasing efficiency, and how teams must rethink productivity and performance metrics. Peter also dives into the importance of signal-based selling, the shift toward higher quality conversations, and what it takes for revenue organizations to adapt to this rapidly changing landscape. AI is transforming outbound execution: Peter explains that AI is dramatically increasing the volume and efficiency of outbound activity, fundamentally changing how pipeline is generated. Productivity is being redefined: Traditional metrics like calls and emails are becoming less meaningful as AI changes the scale and speed of activity. Signal-based selling is becoming essential: He highlights the importance of using data and intent signals to prioritize outreach and improve connection rates. More activity does not equal better outcomes: With increased automation, teams must focus on quality conversations rather than just volume. AI enables more focused selling time: Automation reduces manual work, allowing reps to spend more time actually engaging with prospects. Revenue teams must adapt quickly: Organizations that fail to evolve their processes, metrics, and workflows risk falling behind. Quote of the Show: “More activity doesn’t necessarily mean better outcomes.” - Peter Mollins  Links: LinkedIn: https://www.linkedin.com/in/petermollins/Website: https://nooks.ai Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    39 min
  3. Rethinking the BDR Role in Modern GTM - Kathy Macchi - Innovative Revenue Leader - Episode #30

    APR 22

    Rethinking the BDR Role in Modern GTM - Kathy Macchi - Innovative Revenue Leader - Episode #30

    How can revenue teams balance scale and personalization without sacrificing effectiveness? Today’s guest is a deeply experienced operator and systems thinker in B2B go-to-market strategy. Introducing Kathy Macchi, Executive VP and Co-Founder at Inverta. Kathy partners with host Seth Marrs to share how AI and evolving buyer behavior are reshaping the BDR role, sales motions, and how revenue teams operate. She dives into how what was once considered unscalable personalization is now achievable, why disconnected systems are limiting execution, and how the role of BDRs is shifting from activity-based outreach to driving buying group engagement and internal consensus. Kathy also emphasizes the importance of leadership, alignment, and operational discipline in turning strategy into real pipeline outcomes. Takeaways: • Relevance at scale is now achievable. Kathy explains that teams historically had to choose between personalization and scale, but AI now makes it economically feasible to deliver deeply relevant outreach across a much larger set of accounts. • The BDR role is shifting toward buying group engagement. Rather than just setting meetings, BDRs are evolving into “signal interpreters” responsible for engaging multiple stakeholders and helping drive internal consensus within buying groups. • Deals stall due to lack of internal alignment. She highlights that many deals do not fail because of value or urgency, but because organizations struggle to align multiple stakeholders and reach agreement internally. • Disconnected systems limit execution. Kathy points out that teams are often overwhelmed by fragmented tools and data, making it difficult to extract meaningful insights and act with clarity. • Context matters more than data volume. It is not about having more information, but about delivering the right insight in context so sellers know how to engage effectively. • BDR success depends heavily on training and leadership. Many organizations underinvest in onboarding, coaching, and leadership, which directly impacts the effectiveness of the role and overall pipeline performance. • Sales and marketing alignment determines success. Kathy emphasizes that whether BDRs sit in sales or marketing matters less than having unified leadership, shared goals, and clear accountability for pipeline outcomes.  Quote of the Show: “The challenge isn’t a lack of data, it’s a lack of context around what actually matters.” - Kathy Macchi Links: LinkedIn: [https://www.linkedin.com/in/kathy-macchi-aa148b/Website: http://www.inverta.com Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    37 min
  4. AI Is Not a Sales Strategy - Kyle Smith - Innovative Revenue Leader - Episode # 29

    APR 15

    AI Is Not a Sales Strategy - Kyle Smith - Innovative Revenue Leader - Episode # 29

    What if the most innovative thing a sales leader can do right now is resist the urge to blow everything up? Kyle Smith, Managing Partner at The Bridge Group and one of the sharpest minds in B2B revenue strategy, joins host Seth Marrs to challenge the AI driven hysteria sweeping sales organizations. With data from the industry's most respected BDR benchmarking report, Kyle breaks down what's actually working, what's getting leaders fired, and why the fundamentals of great selling have never been more valuable. If you lead a revenue team and you're feeling the pressure to overhaul everything, this episode will give you the clarity, and the courage to do it right. Takeaways: Before layering in new AI tools, audit what you already have. Most platforms that your team uses daily already have AI functionality, max those out first before signing new contracts.Don't restructure your sales team around AI ROI that hasn't been proven yet. Leaders who cut headcount based on projected AI efficiency gains are missing their numbers and losing their jobs.When deciding where your SDR team reports, sales or marketing, let the business model make the call, not internal politics. Who has the most relevant expertise and the right inbound-to-outbound mix should drive the decision.Use a 'wins above replacement' mindset when hiring SDRs. A recent college grad with 1,500 cold calls and six sales competitions under their belt isn't the same as a rookie from five years ago, calibrate your comp and expectations accordingly.If your win rate is dropping, don't just flood the funnel with lower-quality pipeline. Diagnosing the real problem first with more volume without better qualification is a self-fulfilling spiral downward.Great conversations never go out of style. No matter how much the tools change, the human ability to have a meaningful, contextually relevant conversation is what actually converts pipeline to revenue. Quote of the Show: “Having good quality conversations has been the one thing that’s never gone out of style and seems to be the thing that actually drives meaningful pipeline that converts to revenue.” - Kyle Smith Links: LinkedIn: https://www.linkedin.com/in/kylesmithtbg/Website: https://www.bridgegroupinc.com/  Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    34 min
  5. Do Better, Not More - James Buckley - Innovative Revenue Leader - Episode #28

    APR 8

    Do Better, Not More - James Buckley - Innovative Revenue Leader - Episode #28

    In this episode of Innovative Revenue Leader, Seth Marrs sits down with James Buckley, Host of the Sell Better Daily Sales Show, to unpack what’s actually working in modern outbound and why most sales teams are getting it wrong. James shares how signal-based selling, sharp messaging, and real time relevance are replacing outdated volume driven tactics. The conversation dives into the realities of selling in a world flooded with AI generated noise, from why “doing more” is no longer the answer to how top performers are standing out with better, more intentional outreach. James explains how messaging, not tools, is the true differentiator, and why sales teams must rethink how they engage buyers to drive results.   Takeaways: Focus on quality over quantity. Doing more outreach won’t fix poor results instead more intentional messaging will.Use signals to guide your outreach. Prioritize prospects showing buying intent so your message is timely and relevant. Don’t sell in the first message. Your goal is to spark interest and earn the meeting, not close the deal immediately.Make your messaging personal and contextual. Tie your outreach to something specific about the prospect or their company to stand out.Be effective before you try to scale. Refine what works first, then use tools and AI to amplify it.Stay persistent, but bring value every time. If a prospect hasn’t responded, change your approach and come back with something meaningful.Master the fundamentals before relying on tools. AI and automation can enhance your work, but they can’t replace strong messaging and strategy. Quote of the Show: “If you can’t have fun selling it, no one’s having fun buying it from you.” - James Buckley Links: Twitter: @saywhatsalesLinkedIn: https://www.linkedin.com/in/jamessaywhatsalesbuckley/Instagram:https://www.instagram.com/saywhatsales/?hl=enWebsite: https://sellbetter.xyz/ Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    40 min
  6. Selling in the Age of AI Agents - Joseph Miller - Innovative Revenue Leader - Episode #27

    APR 1

    Selling in the Age of AI Agents - Joseph Miller - Innovative Revenue Leader - Episode #27

    In this episode of Innovative Revenue Leader, Seth Marrs sits down with Joseph Miller, Co-Founder and Chief AI Officer at Vivun, to explore how AI agents are fundamentally changing how revenue teams operate. Joseph shares how AI is moving beyond support tools and into real-time decision-making, joining conversations, surfacing insights, and accelerating outcomes. The conversation dives into the realities of building in an AI-first world, from making high-risk bets during uncertain market shifts to rethinking how deals are won. Joseph explains how AI is compressing sales cycles, reshaping team roles, and creating a new dynamic where human judgment and machine intelligence must work together. Takeaways: • AI is moving into real-time decision making. The most innovative shift is AI participating in live moments like sales calls and meetings. Instead of supporting work before or after, AI is now influencing decisions as they happen. • Companies must be willing to disrupt themselves. Joseph highlights the need to pivot early, even when it is uncomfortable. Waiting for certainty can leave companies out of position in fast-moving markets. • Building in uncertainty is required for innovation. Leaders must make bets without perfect information. Success comes from acting on conviction and adapting quickly as technology evolves. • AI is compressing sales cycles dramatically. Buyers increasingly want fast, direct answers rather than long relationship-driven processes. AI enables teams to deliver value quickly and close deals faster. • Human value becomes more important, not less. As AI takes over repetitive work, the remaining human contributions like judgment, creativity, and relationship-building become more critical. • There is an emerging “age of abundance” in work. AI is expanding what is possible by removing low-value tasks. This allows teams to spend more time on meaningful, high-impact work. • Exploration drives long-term innovation. Joseph emphasizes that broad exploration across disciplines builds better problem-solving ability and leads to more innovative thinking over time.  Quote of the Show: “The most innovative things are happening in the moments where AI is actually joining the decisions.” - Joseph Miller Links: LinkedIn: https://www.linkedin.com/in/likeascientist/Website: http://www.vivun.com Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    33 min
  7. AI Strategy Meets Real Execution - Nithya Lakshmanan - Innovative Revenue Leader - Episode #26

    MAR 25

    AI Strategy Meets Real Execution - Nithya Lakshmanan - Innovative Revenue Leader - Episode #26

    In this episode of Innovative Revenue Leader, Seth Marrs sits down with Nithya Lakshmanan, Chief Product Officer at Outreach, to explore what it really takes to adopt AI successfully inside modern revenue organizations. Nithya shares that while AI is often positioned as a technology transformation, the real challenge lies in aligning people, processes, and workflows. The conversation dives into how organizations can move beyond experimentation to meaningful adoption by embedding AI into daily operations, prioritizing real business problems, and ensuring teams are equipped to use it effectively.   Takeaways: • AI adoption is a people and process challenge, not just technology: Organizations often underestimate the human side of AI. Success depends on aligning teams, workflows, and incentives so AI becomes part of how work actually gets done. • Start with real business problems, not tools: Many companies adopt AI without a clear use case. Nithya emphasizes that leaders must begin with specific problems tied to revenue, pipeline, or efficiency before introducing technology. • Workflow integration determines success: AI only creates value when embedded into existing systems and daily habits. Bolting on tools without integration leads to low adoption and minimal impact. • Enablement is critical for adoption: Teams need training, context, and confidence to use AI effectively. Without proper enablement, even the best tools will fail to deliver results. • Experimentation must lead to execution: Pilots and proofs of concept are only the first step. Organizations must scale what works and operationalize AI to drive measurable outcomes. • Leadership alignment accelerates transformation: When leadership is aligned on goals, expectations, and use cases, AI adoption becomes faster and more effective across the organization. Quote of the Show: “AI doesn’t fail because of the technology. It fails because it’s not embedded into how people actually work.” - Nithya Lakshmanan Links: LinkedIn: https://www.linkedin.com/in/nithya-lakshmanan/Website: http://www.outreach.io/ Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    37 min
  8. The Five Pillars of the New Sales Era - Innovative Revenue Leader - Episode #24

    MAR 18

    The Five Pillars of the New Sales Era - Innovative Revenue Leader - Episode #24

    Take your sales performance to the next level with forward-looking insights from Trilliad’s 2026 Growth Imperatives. It’s time to move beyond simple efficiency and start architecting a sales system that actually sticks, and who better to guide you than IRL’s very own Seth Mars! In this episode, Seth dives deep into the final imperative: building progressive sales performance systems that enable sustainable seller effectiveness. You will learn how to replace outdated one-time workshops with "always-on" systems, leverage AI to personalize training for every individual, and finally bridge the gap between training activities and hard financial outcomes. Get motivated to transform your sales team into a high-performance engine destined to maximize revenue per seller and stay ahead of the competition. Takeaways: Pillar 1: Build Sustainable Performance Systems. Move beyond one-time workshops to create "always-on" systems that treat sales performance with the same analytical rigor as revenue forecasting. Pillar 2: Treat Skill Erosion as a Strategic Risk. Protect your investment by monitoring "training decay" in real-time and using targeted interventions to ensure sellers retain and execute what they’ve learned. Pillar 3: Scale Personalized Development with AI. Use AI-driven roleplay and conversation intelligence to move away from generic enablement and tailor training to the specific needs and personality of every individual seller. Pillar 4: Operationalize the Data Layer. Eliminate subjective opinions by integrating unstructured data from calls and emails into a single view to understand exactly what behaviors drive success. Pillar 5: Align Investments with Financial Outcomes. Shift the conversation with your CFO by proving how skill adoption directly correlates to key metrics like revenue per seller. Build an ecosystem, not isolated initiatives. The five pillars work together to transform traditional sales training into a comprehensive performance organization. Quote of the Show: “Last year was about AI enabling efficiency. This year is about taking that efficiency and turning it to effectiveness” - Seth Marrs Links: Twitter: https://x.com/smarrs88 LinkedIn: linkedin.com/in/sethmarrsWebsite: https://sandler.comTrilliad’s Growth Imperatives: trilliad.com/2026-growth-imperatives Ways to Tune In: Innovative Revenue Leader Website: InnovativeRevenueLeader.ai Spotify: https://open.spotify.com/show/4Hn0sJKCzneggQj3j4XKo3?si=02c4c44769dc41bb Apple Podcasts: https://podcasts.apple.com/us/podcast/the-innovative-revenue-leader/id1843401468 Amazon Music: https://music.amazon.com/podcasts/48477601-e33b-4c80-a4af-739863e58131 Podchaser: https://www.podchaser.com/podcasts/the-innovative-revenue-leader-6233089

    21 min
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Ratings & Reviews

5
out of 5
5 Ratings

About

This podcast explores the future of sales performance, giving Chief Revenue Officers and other growth leaders the insights, tools, and stories they need to lead with confidence. Through candid conversations with top executives, analysts, and tech innovators, we uncover how to harness data, optimize talent, and build tech-enabled sales teams that win. Listeners will walk away with actionable strategies to drive growth, outpace change, and future-proof their revenue engine.

Information

  • Creator
    Seth Marrs
  • Years Active
    2025 - 2026
  • Episodes
    31
  • Rating
    Explicit
  • Copyright
    © 2025 Sandler Systems, LLC. 
  • Show Website
    The Innovative Revenue Leader

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