Episode #265:

Tetiana Gorbunova, Chief Sales Officer at Jooble, explains why quota-driven bonuses can sabotage ABM by pushing sellers to chase late-stage deals and pressure prospects. She shares how her team removed the bonus system and replaced it with KPIs, development plans, and structured performance reviews. She explains how this shift reduced desperate outreach, improved nurturing, and increased knowledge sharing across the team. She also describes why the result was stronger revenue, better team morale, and faster skill growth.

“We just canceled the bonus system. Now, we have KPIs and personal development plans with personal goals for each salesperson and each customer success. We conduct performance and salary reviews once a year. We have, on a regular basis, monthly reviews where everyone brings some successful or unsuccessful cases with the customers, and it really helps to grow the whole team.” - Tetiana Gorbunova

Tetiana highlights how quota incentives can create internal competition, rushed outreach, and poor early-stage nurturing. She recommends replacing bonus pressure with clear KPIs, coaching plans, and consistent performance reviews so teams collaborate, share what works, and stay engaged with prospects until timing is right, improving both revenue outcomes and team capability.

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Episode #264:

Tetiana Gorbunova, Chief Sales Officer at Jooble, introduces her sales leadership journey across multiple roles and transformations. She shares how leading more than 40 sales professionals requires focus, structure, and a clear team direction. She explains what it takes to operate across six countries while staying consistent in execution. She sets up the episode focus on what is changing in B2B sales and how leaders should respond.

“Today, the level of certainty is gone. Instead of building rigid, linear plans, we now have to plan aggressively, but with built-in flexibility and lots of chip points and metrics because, as a C-level, it's our core responsibility to operate in uncertainty.” - Tetiana Gorbunova

Tetiana highlights how volatility, attention overload, and faster buying shifts are changing how teams win new customers. She recommends building flexible plans with clear checkpoints, running short tests to learn fast, and using real customer dialogue to stay relevant. She also explains why ICP clarity and saying no protect focus, delivery, and revenue.

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Episode #263:

Mark Greenaway, former Chief Revenue Officer at Crownpeak, explains why opportunity itself can become the biggest barrier to scaling revenue. He shares how spreading go-to-market teams too thin weakens execution, increases customer acquisition costs, and reduces long-term growth potential. Mark discusses how disciplined focus, cross-team alignment, and early trust-building enable CROs to scale efficiently while protecting customer retention and profitability.

“If you get your focus right, your approach right, and your proposition right, and you approach the customer with insight into their organization, their challenges, and how you can help them, there isn’t going to be a need to turn your entire sales organization and approach upside down.” - Mark Greenaway

In this episode, Mark explains how CROs can protect scale by aligning marketing, sales, and customer success around a tightly defined ideal customer profile. He shares why saying no early protects profitability, how trust drives expansion and retention, and why modern CROs must orchestrate the entire revenue ecosystem rather than optimizing individual functions in isolation.

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Episode #262:

Sagi Reuven, Chief Revenue Officer at Deepdub, explains how ABM must evolve in an AI-driven market. He explains why trust and market knowledge set demos apart from production outcomes. He explains that sellers must communicate the roadmap and execution, not just the product. He closes with a lens for enterprise ABM that starts with the size of the customer problem.

“Successful ABM is about building something really unique and doing something new with your clients. Is this a $100 million problem I can help my client solve? If the answer is yes and you understand that, then you probably have a play that will lead to an enterprise deal.” - Sagi Reuven

This conversation breaks down how ABM changes in an AI-driven market, where buyers judge vendors by production outcomes, not demos. Sagi shares how trust is built through honest guidance, clear roadmaps, and real execution support. He also explains how to qualify opportunities based on the size of the customer problem to secure enterprise-level deals.

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Episode #261:

Brett Hannath, Corporate Vice President, Global Marketing at Intel Corporation, explains why many ABM programs fail too early when they are measured like consumer advertising despite much longer B2B buying cycles. He breaks down how misaligned expectations around timing and measurement often undermine ABM effectiveness, even when the strategy itself is sound. He also shows how ABM can strengthen sales partnerships by delivering deeper insights that align expectations with real business outcomes.

“ABM stretches beyond marketing tactics and functions. It extends into sales. A one-size-fits-all model does not exist. This discipline evolves over time. AI will add new possibilities, and new challenges, especially if the skills to execute are not in place,” - Brett Hannath

In this episode, Brett explains why ABM fails when treated as short-cycle advertising and how leaders should reset expectations around time, trust, and measurable outcomes. He explains how ABM strengthens sales execution through actionable insights and why modern teams must add engineering and AI capabilities to deliver on their promises.

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Episode #260:

Maureen Power Sweeny, Chief Revenue Officer at RapidScale, breaks down why alignment is the foundation of sustainable growth in today’s market. She explains how trust, internal coordination, and a deep understanding of the customer must work together to drive consistent outcomes. She also highlights why misalignment across teams erodes credibility and decision-making and how aligned execution turns strategy into a long-term growth advantage.

“If we’re aligned on the outcome we’re trying to drive together and we trust each other and we are accountable to each other, that’s the way you build trust.” - Maureen Power Sweeny

This episode unpacks how trust gets built in real operating moments, not in slogans. Maureen explains what alignment looks like before the contract, during delivery, and when things go wrong. The conversation connects customer understanding, unified execution, and leadership accountability into one practical growth system teams can apply immediately.

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Episode #259:

Steve MacDonald, CEO and Founder at Content Strategies, explains why B2B growth often breaks down inside the company, not in the market. He explains why internal alignment is the most common issue and why most teams claim to be customer-first but fail to execute. He breaks down what the voice of the customer really means, why typical sales and success motions limit honesty, and also shows how to turn customer insight into usable, trust-building enablement.

“Trust was going to be the currency to close deals, and if you don’t have it, you don’t get onto that list upfront. When we bring in the voice of the customer and the voice of the market, we are giving our voice a chance to be trusted.” - Steve MacDonald

In this episode, Steve MacDonald explains how ABM performance improves when leaders stop guessing and start aligning teams around real customer truth. He shares why trust is earned before the first sales call, why voice-of-customer must sit outside sales pressure, and how AI makes insights usable in daily sales and marketing execution.

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Episode #258:

Nathan Burke, Chief Marketing Officer at 7AI, explains why the funnel no longer matches how buyers actually purchase. He explains why being different is measurable and why sameness kills attention in cybersecurity, and he breaks down what buyers want now, including trust in the people behind AI. He also outlines how speed, service, and relationships can replace outdated motions.

“The way that we’ve approached buying behavior hasn’t been updated to reflect the reality of the world anymore. The real answer is being able to create an experience and to create something where it’s different, it’s interesting, and it solves a problem.” – Nathan Burke

In this episode, Nathan challenges legacy go-to-market thinking and explains why linear funnels fail to reflect real buying behavior. He explains how differentiation, trust, and human relationships drive measurable impact, especially in complex markets such as cybersecurity. The conversation explores how speed comes from solving real problems with the right people, not louder outreach or more automation.

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