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

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

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: @saywhatsales
• LinkedIn: https://www.linkedin.com/in/jamessaywhatsalesbuckley/
• Instagram:https://www.instagram.com/saywhatsales/?hl=en
• Website: 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

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

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

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/sethmarrs
• Website: https://sandler.com
• Trilliad’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

In this episode, host Seth Marrs sits down with Sahil Aggarwal, Co-Founder and CEO of Von & Rattle, to discuss how AI agents are beginning to transform revenue operations and the broader go-to-market landscape. Sahil shares his vision for AI-native systems that can analyze business context across CRM data, customer conversations, and internal workflows to generate insights and execute tasks that traditionally require multiple teams.

The conversation explores why traditional dashboards may soon be replaced by intelligent agents, how AI can extract value from raw business data, and why productivity expectations for revenue teams are about to rise dramatically. Sahil also discusses how sellers and revenue leaders can adapt as AI becomes embedded into everyday workflows, empowering top performers to operate at an entirely new level of effectiveness.

Takeaways:

• AI Agents Will Replace Dashboards: Traditional dashboards require humans to interpret data before action can be taken. AI agents will shift this model by analyzing performance and executing tasks automatically.
• AI Can Work Directly From Raw Business Data: Many organizations struggle with incomplete or inaccurate CRM data. Modern AI can extract insights directly from emails, calls, and other business signals to generate more reliable context.
• The “Super Agent” Model Is Emerging: Instead of relying on dozens of separate automation tools, companies will increasingly use powerful AI agents that coordinate workflows across multiple systems.
• AI Will Become Core Business Infrastructure: Just like the internet or electricity, AI will soon power nearly every application. The conversation will move from “using AI” to simply building products that run on it.
• Productivity Expectations Will Dramatically Increase: As AI removes manual work, leaders will expect significantly higher output from individuals and teams.
• Revenue Roles Will Become More Technical: Sellers, marketers, and revenue operators will need to understand how to work alongside AI systems to stay competitive.

Quote of the Show:

• “AI is like electricity. It will power everything we do in business.” - Sahil Aggarwal

Links:

• LinkedIn: https://www.linkedin.com/in/saggarwal2/
• Website: https://www.gorattle.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

In this episode of Innovative Revenue Leader, Seth Marrs sits down with Laura Valerio, Global Evangelist for GTM Performance at Highspot, to explore what it truly means to operationalize customer-centric growth inside modern revenue organizations.

Laura shares a thoughtful and strategic perspective on aligning go-to-market teams around the customer journey, breaking down silos between sales, marketing, and customer success, and building scalable systems that drive consistent performance. The conversation dives into leadership discipline, operational clarity, and the structural shifts required to move from reactive selling to intentional revenue architecture.

This episode is a masterclass in turning strategy into sustainable execution.

Takeaways:

• Customer-Centricity Requires Structural Change: Aligning around the customer journey demands intentional redesign of processes, metrics, and incentives across revenue teams.

• Alignment Drives Predictable Performance: When sales, marketing, and customer success operate from shared definitions and goals, pipeline velocity and retention improve dramatically.

• Revenue Strategy Must Be Operationalized: Vision alone does not scale. Clear systems, defined handoffs, and accountability mechanisms turn strategy into measurable outcomes.

• Silos Destroy Momentum: Disconnected teams create friction for customers and inefficiency internally. Integration creates compounding growth.

• Leadership Sets the Standard for Alignment: Revenue transformation begins with leaders modeling cross-functional collaboration and disciplined execution.

• Metrics Should Reflect the Customer Journey: Organizations that measure the full lifecycle, not just isolated stages, make smarter decisions and reduce churn risk.

Quote of the Show:

• “Customer centricity isn’t a slogan. It’s a structural decision you make about how your organization operates.” - Laura Valerio

Links:

• LinkedIn: https://www.linkedin.com/in/lauravalerio1/
• Website: https://www.highspot.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