Revenue Science | Business Growth & Marketing Strategy

Rich M. Smith | Business Growth & Marketing Expert
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Revenue Science with Rich M. Smith delivers expert insights on business growth, startup growth, and marketing strategy for CEOs and founders. Hosted by an award-winning CMO, keynote speaker and investor, this podcast provides executive leadership and founder advice with evidence-based tactics. Cut through the jargon and discover smart, proven growth strategies designed to accelerate your company's success.

Episodes

  1. 3d ago

    Radical Transparency, Predicting Buyer Behavior, and the Science of Sales with Todd Caponi

    Todd reveals why the modern B2B buyer is driven by risk mitigation and predictability rather than traditional persuasion. By applying radical transparency—such as openly acknowledging your product's weaknesses—sales and marketing organizations can dramatically reduce friction, accelerate deal cycles, and eliminate the dreaded "status quo" competitor. If you want to transform your revenue engine from an unpredictable numbers game into a precise, buyer-centric science, this episode is your blueprint.

    55 min

  2. Jun 2

    The Behavioral Science of Buying: Driving Predictable Revenue with Nancy Harhut

    Why do buyers really say yes? We like to believe our prospects make rational decisions based on features, benefits, and ROI, but the truth is entirely different: humans make decisions based on emotion and rationalize them later with logic. I sit down with Nancy Harhut, Co-founder and Chief Creative Officer of HBT Marketing and author of Using Behavioral Science in Marketing. Nancy has spent decades at the intersection of cognitive psychology and marketing performance, helping brands use established behavioral triggers to materially improve response rates, conversions, and revenue.

    52 min

  3. May 8

    Why Most B2B Positioning Fails — And How to Fix It | April Dunford

    👉 Connect with me: https://richmsmith.com/ In this episode of the Revenue Science Podcast, April Dunford explains why positioning is not just a branding exercise — it’s a revenue strategy that impacts pipeline growth, sales conversion, differentiation, and market expansion. April also shares practical frameworks from her bestselling books Obviously Awesome and Sales Pitch, along with actionable advice for CEOs, marketers, and sales leaders trying to sharpen their competitive advantage. If you work in B2B SaaS, enterprise software, marketing, or revenue leadership, this episode is packed with insights you can apply immediately.

    1h 5m

  4. Apr 9

    The Architecture of Monetization: Unlocking B2B SaaS Pricing with Dan Balcauski

    👉 Connect with me: https://richmsmith.com/Dan Balcauski is the founder of Product Tranquility, a consulting firm based in Austin, Texas. With over 20 years of experience in software engineering, product management, and business strategy, Dan helps B2B SaaS CEOs design pricing and packaging strategies that unlock revenue without adding headcount or increasing acquisition spend. In this episode, we cover business growth, startup growth, marketing strategy, executive leadership, and founder advice. Key Takeaways: The Net Revenue Retention (NRR) Link: Why your pricing strategy is the ultimate driver of NRR and enterprise value. Killing "Discount Theater": How unenforced discounting policies destroy your margins and confuse your market signals. The Danger of B2B A/B Testing: Why consumer-style price experiments break trust in long B2B sales cycles—and what to do instead. Pricing Psychology: Unpacking the behavioral economics behind Good-Better-Best tiers, decoy pricing, and the "magic of the middle." Building a Pricing Committee: Why pricing falls through the cracks and how to build a governance process that outlasts leadership transitions. 00:00 Intro01:52 American Solutions for Business 02:42 Why is pricing often a silent growth lever? 07:16 Why is pricing a constraint to growth? 12:05 Which financial metric get the attention of investors? 14:55 How do you discuss pricing change with your investors? 10:27 How to tell if you have a pricing problem? 33:03 American Solutions for Business 35:24 What are the leading indicators to tell that your pricing is working? 40:29 How do you structure pricing experiments in B2B? 46:36 How to use pricing as a differentiating factor? 52:28 What is the one advice that you would give a CEO to increase their revenue? 54:24 Outro

    56 min

  5. Mar 24

    When Marketing Moves But Revenue Doesn’t w/ Steve Chen of Boldin

    Revenue systems don’t fail loudly—they degrade quietly. This conversation examines how growth actually behaves inside a business, and why most teams default to tactics when the underlying system lacks clarity. Rich Smith and Steve Chen (Boldin) explore how companies diagnose and improve the mechanics of growth—from acquisition through monetization—while navigating real constraints. The discussion surfaces several structural truths: Funnels are systems with interdependent parts, not isolated functionsCustomer behavior—not stated intent—should shape product and GTM decisionsTrust is built through transparency, consistency, and alignment over timeRebrands and strategic shifts only work when they reflect deeper changes in positioning and directionGrowth compounds when teams focus on the right levers, measured against clear metricsThe broader implication is that durable growth is engineered—not accelerated. Listen to full episodes focused on revenue as an engineered system: https://open.spotify.com/show/6ULPzJc0tRVnAIchvfR99s?si=VBZvNgdNSSeeBLQ_3Vvv9Q

    1h 4m

  6. Feb 23

    Why Sales Isn't a Talent Problem w/ Justin Roff-Marsh of Ballistix

    Justin Roff-Marsh (Ballistix, author of The Machine) reframes sales as a designed system optimized for throughput, flow, and leverage—rather than a charisma-driven craft. You’ll hear: Why multiple “qualification” definitions create conflict and bottlenecksHow to define opportunities and stages using objective prospect behaviorWhy commission and autonomy introduce noise into the systemWhy centralized customer service often unlocks sales capacity fastestA sharper boundary between growth (sales/marketing) and revenue (operations) Follow: https://www.linkedin.com/company/109540990

    57 min

  7. Jan 27

    The New Sponsorship Playbook w/ Mike Verlander of Richard Childress Racing

    Sponsorship is often discussed as media. In practice, it behaves more like a revenue system—one that either produces measurable outcomes or fails the renewal test. Rich Smith is joined by Mike Verlander, President of Richard Childress Racing, for a clear breakdown of how sponsorship models evolved from logo placement to objective-driven activation. Core themes explored: Why “generic exposure” is a weak primary metric and rarely satisfies CFO scrutiny How top organizations define partner-specific objectives and build a defensible measurement plan What actually drives renewals: outperforming expectations on the metric that matters, plus strong internal sentiment inside the partner organization The operational shift inside sponsorship organizations: acting like marketers and account managers, not just inventory sellers How AI and first-party data are changing sponsorship measurement by helping teams learn what drives results, not simply report results Why AI search increases the value of third-party credibility, making sponsorship a lever for validation beyond a brand’s own claims The through-line is structural: sponsorship succeeds when it’s designed as a system with levers, feedback loops, and proof that ties back to the partner’s business model. Listen to full episodes focused on revenue as an engineered system. https://open.spotify.com/show/6ULPzJc0tRVnAIchvfR99s?si=VBZvNgdNSSeeBLQ_3Vvv9Q

    55 min

  8. Jan 13

    Designing Revenue Around Trust, Not Tactics w/ Lucas Wilson

    Blaming the customer creates a story that protects the team and punishes the business. This episode makes the opposite move: Lucas Wilson rebuilt predictability by treating churn as diagnostic signal, not a moral failing. His first 90 days as CEO included calling roughly 1,600 churned customers with one question: why did you leave? Two reasons kept repeating: The product felt like a nice-to-have when the business softened Service inconsistency broke trust quickly, especially when the customer’s own customers had zero patience The operating implication is crisp: early adoption is the revenue system. If customers clear the first 90 days with a real “wow” moment, churn drops to about 3.5%. If they don’t, churn can approach 30% inside the first 90 days, and the damage compounds later through refunds and negative word-of-mouth. The episode also reframes “product-led growth” for SMB reality: buyers may request self-serve, but still convert when a human walks them through it. What looks like a product problem is often a trust-and-process problem. Listen to full episodes focused on revenue as an engineered system. https://open.spotify.com/show/6ULPzJc0tRVnAIchvfR99s?si=VBZvNgdNSSeeBLQ_3Vvv9Q

    53 min

  9. 12/29/2025

    Navigating Growth in B2B with KnowledgeNet

    How do you actually know when product–market fit is real? In this episode of The Revenue Science Podcast, host Rich Smith sits down with Mehdi Taranshi, serial founder and CEO of KnowledgeNet, to examine the structural signals behind sustainable, defensible growth. Rather than treating product–market fit as a milestone, this conversation reframes it as a behavioral shift in revenue. When fit is real, sales becomes repeatable, cycles compress, and the effort required to close deals collapses because buyers recognize value without extensive explanation. From there, Rich and Mehdi explore one of the most underutilized assets inside B2B organizations: relationship capital. While CRMs log contacts and activity, they fail to surface the networks that actually drive outcomes—customer champions, internal connectors, board and advisor relationships, and second-degree introductions that create trust before a deal ever reaches the pipeline. In this episode, you’ll hear: The earliest operational signal of product–market fit Why repeatability matters more than growth rate How AI fails when it isn’t anchored to a sales playbook The difference between decision-makers and true champions Why durable revenue depends on systems, not heroics This conversation is for founders, operators, and GTM leaders who want revenue that holds up under scale—not just momentum that looks good on a slide. 🎧 Follow the show on Spotify for research-backed insights on defensible growth and revenue systems.

    57 min

  10. 12/08/2025

    Building Trust in the FinTech Landscape with Sabeer Nelli

    Modern fintech succeeds when it removes friction at the behavioral level—not just when it adds features. In this episode, Zil Money founder Sabeer Nelli explains how fragmented payment workflows inside his own business led to a unified financial operations platform now serving millions of users. The story highlights a structural truth about defensible growth: the most durable moats emerge from solving real operational pain, consistently and at scale.Sabeer breaks down the constraints that forced Zil Money’s earliest innovations: multiple vendors for ACH, wires, cards, checks, payroll, and accounting; volume limits from risk-averse partners; and the surrounding administrative work that drains time from small businesses. The turning point came when a critical ACH provider offboarded his company—creating a moment where consolidation became the only viable path. What followed was a system engineered around how SMBs actually behave, not how banks assume they behave.The conversation explores the mechanisms Zil Money uses to build trust with increasingly complex buyers:• leveraging an established operating track record through Tyler Petroleum• investing early in SOC 1, SOC 2, HIPAA, and NIST compliance• strengthening reliability through transparent service and consistent human supportWe also examine how Zil Money applies AI as a predictive and diagnostic layer—from surfacing financial risk patterns to generating precise, industry-specific demos that reflect each customer's workflow. Inside the organization, AI accelerates integration work, research, and solution mapping, allowing the team to move with materially greater speed while maintaining clarity.Sabeer shares how he builds culture within a global workforce, why behavioral cues shape hiring decisions, and how ownership structures and micro-teams reduce internal friction. Throughout, the episode emphasizes a central pattern: successful fintech companies focus on convenience, time savings, and behavioral insight—while treating revenue growth as the byproduct of solving meaningful problems.

    50 min

  11. 11/17/2025

    Making a Strategic Pivot w/ Tomer Azenkot of VEE24

    Most CEOs talk about growth. Very few talk about survival. When Tomer Azenkot took over as CEO of VEE24, the company was weeks from running out of cash. Declining revenue, rising costs, and a product that wasn’t aligned with where the market was heading. It wasn’t a gentle onboarding. It was a reset under fire. What followed is one of the most disciplined turnaround stories I’ve seen in 20+ years of advising CEOs and boards. In this episode of Revenue Science, Tomer breaks down the mechanics of rebuilding a SaaS company from the inside out — not from theory, but from the trenches: • Why most failing companies don’t have a revenue problem — they have a clarity problem • How he rebuilt pricing, product strategy, and customer mix by getting granular with weekly cash flow • The psychology of leading through layoffs, restructuring, and hard decisions no one prepares you for • The real reason human-to-human digital engagement is becoming a competitive moat again • Where AI enhances sales conversations vs. where humans still outperform technology What impressed me most wasn’t the strategy. It was the discipline. Instead of chasing “growth at all costs,” Tomer rebuilt the business around fundamentals — retention, cost structure, channel mix, and a product customers actually use. The results speak for themselves: stability, loyalty, and nearly two decades of customers who stay because the solution keeps delivering. For any CEO stepping into a distressed business — or anyone questioning whether a turnaround is even worth attempting — this episode is a tactical masterclass on what it actually takes. If you’re scaling a business in 2025, this is required listening. Subscribe on YouTube for more conversations: https://www.youtube.com/@RevenueScienceTV

    48 min
  • 11 Episodes

About

Revenue Science with Rich M. Smith delivers expert insights on business growth, startup growth, and marketing strategy for CEOs and founders. Hosted by an award-winning CMO, keynote speaker and investor, this podcast provides executive leadership and founder advice with evidence-based tactics. Cut through the jargon and discover smart, proven growth strategies designed to accelerate your company's success.

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