ayeQ Answers

Dana Marxer
  • 5.0 (1)
  • Business
  • Updated Biweekly

Welcome to the ayeQ Answers Podcast, your go-to resource for actionable insights on scaling B2B SaaS companies. Each episode features in-depth conversations with industry experts on go-to-market strategies, the power of Revenue Operations (RevOps), SaaS benchmarks and KPI's, and the critical perspectives the C-suite needs to drive sustainable growth. Whether you're a CEO, CRO, CMO, CFO, or RevOps Leader, this podcast offers the tools and strategies you need to navigate the complexities of growth in today's competitive SaaS landscape. Tune in and transform the way you. think about growth.

  1. Jul 16

    The Bowtie Problem: Solved for the Bowtie. Not for Pricing. The Bowtie Works. Pricing Doesn't (Yet).

    The Bowtie — Winning by Design's model for the full customer journey — is one of the most cited frameworks in SaaS revenue growth. Knowing it and running it, though, are two different things. In this episode, we sit down with Roee Hartuv, who spent years building Winning by Design's revenue architecture practice and now runs Willingness to Pay, to talk about what it actually takes to operationalize the Bowtie: breaking down the silos between marketing, sales, and customer success, giving teams a common language across the customer journey, and treating go-to-market as a system instead of a chain of handoffs. We also get into pricing and packaging — the one piece of revenue architecture that, even with a great framework in hand, still resists being systematized. This isn't an episode about ayeQ, but it lands squarely on the problem we exist to solve: turning the Bowtie from a whiteboard model into something teams can actually run on.

  2. Jun 25

    Built to Scale: How Acuity Insights Graduated from Startup Hustle to High-Growth Discipline — with ayeQ as Their Secret Weapon

    Acuity Insights is an ed tech company that doesn't fit neatly into a box. Subscription revenue. Consumption-based models. Academic billing cycles. A merged Salesforce instance from a 2021 acquisition. Multiple product lines with different buyer personas. And a board expecting the kind of financial clarity that their tech stack simply couldn't deliver — yet. In this episode of ayeQ Answers, host Dana sits down with two of the leaders behind Acuity's ongoing revenue transformation: Meegan Carlson, Vice President, People & Revenue Operations, and Carmel Mikol, Director of Growth Enablement and Execution. Together, they pull back the curtain on what it actually takes to graduate from startup hustle to high-growth discipline — and why they chose ayeQ as their partner to make it happen. You'll hear how they: Tackled a fragmented tech stack and messy data hygiene without halting the business Used the ayeQ implementation as a "forcing function" to fix long-overdue Salesforce architecture Brought together bookings, pipeline, marketing, financial, and consumption data into a single source of truth Built trust across the organization — from the sales floor to the CEO and board — through an intentional, phased adoption strategy Kept the team energized through a complex, high-stakes project (including a little thing called Project Arg 🏴‍☠️) Meegan's and Carmel's shared insight — that you can't solve complex business problems with systems alone, that you need people, process, and vibes — is the kind of hard-won wisdom that only comes from leading a transformation of this scale from the inside. If you're leading a revenue transformation, scaling through product complexity, or trying to get your data house in order before your next board meeting, this one's for you. Meegan Carlson and Carmel Mikol on leading a company-wide data transformation — aligning Salesforce, HubSpot, Stripe, and Xero into a single revenue intelligence platform — and why they chose ayeQ as the strategic partner to make it happen.

  3. May 28

    Why Revenue Growth Lies (and what it's hiding)

    In this episode of ayeQ Answers, we sit down with commercial architect and transformation leader Valerie Cobb to unpack a question many businesses avoid asking: What if revenue growth is actually hiding the real problem? Valerie shares why companies can hit revenue goals while quietly damaging margins, increasing customer acquisition costs, and creating operational instability behind the scenes. Together, we explore the concept of Commercial Architecture—the structure behind how revenue behaves—and why sustainable growth requires more than just sales performance. In this conversation, Valerie breaks down: The warning signs that growth is becoming expensive Why forecasting starts to fail How product, pricing, and channel decisions create hidden friction The difference between scalable revenue and unstable revenue What founders and leadership teams should evaluate before scaling further If your business is growing but feels harder to manage, less predictable, or less profitable than it should, this episode will challenge the way you think about revenue. Valerie Cobb is the creator of the Commercial Architecture framework and works with founders, operators, and investors to align revenue, margin, and operational structure for scalable growth and increased enterprise value. #ayeQAnswers #BusinessGrowth #RevenueStrategy #CommercialArchitecture #Leadership #ScalingBusiness #Entrepreneurship #BusinessPodcast #RevenueGrowth #OperationsStrategy

  4. Apr 1

    The 10-80-10 Rule: How Small Marketing Teams Execute Big Strategies with AI

    Why do great marketing strategies fail to get executed? In this episode, Eric Dickmann, fractional CMO and founder of The Five Echelon Group, shares his 10-80-10 AI Framework — a simple way for small marketing teams to scale output without losing strategy or brand voice. We discuss how to use AI as an execution engine, why marketers should think like architects and editors (not just creators), and how lean teams can perform like full-scale agencies. If you’re trying to do more with less, this episode is packed with practical insights you can apply right away. Guest: Eric Dickmann, Founder and CMO, The Five Echelon Group

  5. Mar 27

    AI in B2B Forecasting: Making AI Work

    AI in revenue forecasting is inevitable. But most executives don’t trust the answers. Why? Because AI can’t fix what it can’t see. In this episode of ayeQ Answers, we break down why most B2B companies don’t actually have a model of how revenue works—they have data, stages, and dashboards. We explore: why forecasts are often wrong (and hard to trust) how a clear revenue model changes board-level conversations what it takes to move from reporting → decision-making and why AI only becomes useful once your GTM system is structured If you’ve ever questioned your forecast—or your AI—this episode will show you what’s missing.

  6. Jan 26

    The Great GTM Reset for B2B – Part 3: AI Won’t Fix Broken Data — It Will Expose It (Why Weak Data Foundations Break GTM Strategy)

    This episode is Part 3 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group. In this conversation, we focus on the data and AI layer — the foundation underneath modern GTM strategy that determines whether everything above it is scalable… or fragile. Drawing on insights from Adverity’s State of Data report and real-world GTM operating experience, we unpack why data quality has quietly eroded across most organizations — and why AI is now exposing that reality instead of fixing it. You’ll learn: Why CMOs estimate that nearly half of their GTM data is incomplete, inaccurate, or outdated Why teams have normalized poor data quality as “good enough” Why AI amplifies bad data rather than correcting it Why CRM, marketing automation, and finance systems weren’t built for analytics Why analytics — not automation — is the fastest path to cleaning data and enabling AI This episode closes the series by explaining why even the best buyer, brand, and ABX strategies collapse without a trusted data foundation — and what GTM teams must fix to move forward with confidence.

  7. Jan 16

    The Great GTM Reset for B2B – Part 2: Brand Is the Confidence System that Closes Deals -- Why Disconnected Brand, Demand, and ABX Kill Deals Before You’re Shortlisted

    This episode is Part 2 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group. In this conversation, we focus on the brand and demand layer — and why brand is no longer a communications function, but a confidence-driving system that determines whether buyers feel safe enough to move forward. Building on the buyer dynamics explored in Part 1, this episode examines how emotional confidence, cultural resonance, and social proof shape the entire B2B buying journey — long before intent signals ever appear. You’ll learn: Why modern B2B buyers choose the most defensible option, not the “best” one Why brand, demand, and ABX must operate as one coordinated system How hidden process buyers influence shortlist inclusion and late-stage decisions Why disconnected messaging creates risk inside buying groups How confidence forms — and collapses — across complex buyer committees This episode reframes brand as the system that closes deals by building trust and alignment across the buying group. Next up: Part 3 explores the data and AI foundation underneath GTM — and why broken data breaks even the best strategies.

  8. Jan 12

    The Great GTM Reset for B2B – Part 1: The Buyer Is the Reset, and They’re Stalling Your Deals

    This episode is Part 1 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group. In this conversation, we focus on the buyer layer — and why modern B2B deals stall even when everything appears to be going well. Drawing on research from the B2B Institute, we unpack how buying power is split between visible technical buyers and largely invisible process buyers — and how this dynamic leads to late-stage deal stalls, quiet rejections, and “no decision” outcomes. You’ll learn: Why half of the real decision-makers in B2B buying groups are invisible to marketing and sales How process buyers quietly veto vendors late in the buying process Why defensibility matters more than differentiation in modern B2B decisions How social proof, relationships, and brand familiarity influence buyer confidence Why Millennial and Gen Z buyers are reshaping trust and credibility inside buying groups This episode sets the foundation for the series by reframing how B2B buying actually works — and why GTM strategies must evolve to support confidence-driven decisions. Next up: Part 2 explores brand as a confidence-driving growth system, and why brand and demand must operate as one adaptive GTM engine.

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About

Welcome to the ayeQ Answers Podcast, your go-to resource for actionable insights on scaling B2B SaaS companies. Each episode features in-depth conversations with industry experts on go-to-market strategies, the power of Revenue Operations (RevOps), SaaS benchmarks and KPI's, and the critical perspectives the C-suite needs to drive sustainable growth. Whether you're a CEO, CRO, CMO, CFO, or RevOps Leader, this podcast offers the tools and strategies you need to navigate the complexities of growth in today's competitive SaaS landscape. Tune in and transform the way you. think about growth.

Information

  • Creator
    Dana Marxer
  • Years Active
    2026
  • Episodes
    21
  • Rating
    Clean
  • Copyright
    © Dana Marxer
  • Show Website
    ayeQ Answers