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Published by Cory Cotten-Potter
The B2B Revenue Executive Experience is a podcast hosted by Cory Cotten-Potter, who dedicates each episode to helping executives train their sales and marketing teams to optimize growth. Whether you’re interested in increasing margins and growing your market share, enabling your teams to compete on value rather than price, hiring new employees, or trying to stay at the forefront of the latest in sales and marketing techniques, this podcast will give you the tools and skills necessary to win in a B2B marketplace. Each episode features an interview with a thought leader or practitioner, discussing topics like: value selling, B2B sales, sales enablement, sales performance, marketing enablement, increasing revenue, increasing margins, increasing market share, sales strategy, and more.
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From the feed
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Marketing has spent decades trying to prove its value to the rest of the business. Dr. Debbie Qaqish (Gah-geesh), is a leading expert in B2B revenue marketing, Founder and CEO of The Growth Factor, Partner at The Pedowitz Group, and best-selling author who argues that the time has come to stop treating marketing as a cost center and start treating it as a core part of the revenue team. In her view, revenue marketing means transforming marketing from a cost center into a revenue center. That shift requires more than new technology or better reporting. It requires a fundamental change in how organizations define the CMO's role, measure marketing performance, and align sales and marketing around revenue. In this episode of The B2B Revenue Executive Experience, Debbie joins host Cory Cotten-Potter to discuss revenue marketing, CMO leadership, AI in sales and marketing, sales coaching, psychological safety, and the changing responsibilities of revenue leaders. From recognizing the warning signs of burnout to redefining leadership as an "architect of change," the conversation offers practical guidance for leaders navigating constant technological change without losing the human capabilities that make revenue teams effective.
E-commerce growth is often framed as a marketing challenge, but Noah Wickham, VP of Sales and Marketing at My Amazon Guy, a full-service Amazon agency, argues that most brands fail long before customer acquisition becomes the problem. In his experience of working with more than 1,000 brands across Amazon, direct-to-consumer channels, and multichannel e-commerce environments, he explains why the real differentiator between success and failure comes down to whether the business has built the financial and operational foundation required to scale. In this episode of The B2B Revenue Executive Experience, Noah joins host Cory Cotten-Potter to discuss the e-commerce growth strategy that works, PPC advertising optimization for e-commerce, cash flow management, and the mindset shifts that separate brands that thrive from those that disappear within their first two years. From establishing healthy profit margins in e-commerce to diagnosing stalled growth and embracing rapid experimentation, the conversation offers practical lessons for e-commerce founders and B2B revenue leaders alike.
Revenue leaders across industries are under pressure to adopt AI for optimizing their go-to-market strategy and driving predictable growth. Yet many organizations continue to struggle with the same foundational problems: unclear processes, messy pipeline data, poor CRM adoption, and sales teams spending time on the wrong accounts. Technology is advancing quickly, but fundamentals remain the deciding factor between revenue teams that scale and those that stall. In this episode of The B2B Revenue Executive Experience, Eddie Reynolds, CEO of Union Square Consulting, joins host Cory Cotten-Potter to discuss why process-first revenue operations create a competitive advantage, how the Go-to-Market Efficiency Pyramid helps teams improve sales execution, and why AI amplification will reward organizations that get the fundamentals right. For leaders looking to improve sales team productivity, pipeline management, and go-to-market efficiency, this conversation offers a practical framework for building scalable revenue operations.
In this episode of The B2B Revenue Executive Experience, Colleen joins host Cory Cotten-Potter to discuss why an effective B2B sales strategy today should focus more on sales team accountability, and how leaders can improve sales effectiveness through better coaching, stakeholder engagement, and value-based selling. They also explore the role AI will play in the future of B2B sales and why stronger technology alone will never replace human-led nurturing and great sales execution.
AI is changing the sales process; however, most conversations about AI in sales focus on tools, prompts, and automation, but John Barrows believes that's looking at the problem from the wrong angle. Instead, skills including curiosity, empathy, and authenticity will decide who wins. In this episode of The B2B Revenue Executive Experience, John joins host Cory Cotten-Potter to discuss why the future of B2B sales will belong to people who combine AI with curiosity, empathy, and genuine belief in the value they create for customers. While many organizations are racing to implement AI across their go-to-market teams, John argues that technology is amplifying a much deeper question: Do your salespeople actually care about the people they serve? If the answer is no, no amount of technology will save them.
AI transformation does not fail because organizations lack the technology. It fails because leaders underestimate the human side of change. Travis Hahler, transformation and change management expert, author, and strategy leader, explains why resistance to change is not a personal choice but a neurological reaction built into how people process uncertainty. In this episode of The B2B Revenue Executive Experience, Travis sits with host Cory Cotten-Potter to discuss the neuroscience of change, why teams resist transformation, and how leaders can create the conditions for human adoption. They explore why AI transformation requires more than new tools, why psychological safety matters during disruption, and how leaders can help teams move from fear and uncertainty toward trust and adoption. If you want to understand how to lead organizational transformation, reduce change resistance, and help teams adapt to AI-driven workflows, this episode provides a practical framework for navigating change.
Operational friction is quietly eroding revenue performance across B2B organizations, yet most leaders continue treating disconnected workflows, bloated approval chains, and misaligned teams as isolated issues rather than systemic problems. Matt Heinz, Founder and President of Heinz Marketing, argues that collaboration drag has become one of the biggest hidden threats to modern go-to-market strategy. In this episode of The B2B Revenue Executive Experience, Matt joins host Cory Cotten-Potter to unpack why B2B marketing strategy is failing under growing complexity, how AI in marketing is reshaping revenue orchestration, and why most organizations are automating broken systems instead of redesigning them. The conversation explores everything from marketing automation and demand generation to change management, ICP alignment, and the future of go-to-market leadership.
Modern sales organizations are overwhelmed by tools, while being buried in data and struggling to give sellers the one thing they actually need: time to sell. Steve Harding, SVP International for EMEA and APAC at SalesLoft, believes the problem is not a lack of technology, but the way sales technology and revenue operations have evolved around reporting and administration instead of frontline execution. In this episode of The B2B Revenue Executive Experience, Steve joins host Cory Cotten-Potter to unpack why modern sales teams are drowning in admin work, how AI in sales is changing outbound sales strategy, and why the future of predictable revenue depends on revenue orchestration, signal-based selling, and relationship-driven execution.
Sales teams don’t fail for lack of tools or effort. They fail because execution, prioritization, and discipline break down at the operational level. Jeremey Donovan, EVP of Sales and Customer Success at Insight Partners, brings data-driven insights to B2B sales strategy, revenue operations, and AI in sales. Jeremey’s insights are grounded in his experience of driving growth at hundreds of B2B SaaS companies. In this episode of The B2B Revenue Executive Experience, Jeremey joins host Cory Cotten-Potter to break down what actually drives SDR hiring success, AE performance, pipeline generation, and customer success outcomes. The conversation moves beyond theory into practical systems that improve deal intelligence, quota management, and sales team management. If you want to understand how to align AI in sales, this episode offers a clear playbook.
Employee retention fails when recognition is viewed as a nice-to-have, rather than a strategic lever anchored to business outcomes. Tal Keshet, VP of Sales at Snappy, reveals the exact gifting strategy used by over 50% of the Fortune 100 to reduce churn and build transformational loyalty. In this episode of The B2B Revenue Executive Experience, Tal sits with host Cory Cotten-Potter to discuss what separates recognition programs that create impact from those that fade into the background. If you want to learn how to shift from transactional rewards to a measurement framework that treats relationship strength as a core KPI, this episode is worth a listen.
Here’s a hard truth most organizations ignore: your biggest barrier to growth isn’t your strategy, your tech stack, or even your market; it’s your employee engagement. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Stephen Baer to explore how the engagement deficit is quietly destroying business productivity, and why fixing employee experience is the fastest path to improving customer experience and revenue. Most leaders assume that if people are paid well and given the right tools, performance will follow. But the rise of quiet quitting tells a different story. Employees aren’t disengaged because of compensation; they’re disengaged because of leadership, lack of development, and a broken organizational culture.
Here’s a hard truth most organizations avoid: your CRM isn’t failing because of the software; it’s failing because of your CRM strategy. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Jason Kramer, Founder and CEO at Cultivize, to unpack why many companies invest heavily in platforms, features, and integrations, expecting immediate gains in sales pipeline management and visibility. But without a clearly defined process, even the most advanced systems fall short. Instead of enabling revenue optimization, the CRM becomes a fragmented repository of inconsistent data and missed opportunities.
Go-To-Market Strategy is undergoing a fundamental shift as autonomous agents begin to influence the B2B buying journey. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Adrian Rosenkranz, CRO at Webflow, to discuss why traditional revenue models are breaking and what must replace them. Drawing on leadership roles at Salesforce and Webflow, Adrian offers a clear-eyed view of how Revenue Operations must evolve to meet the "dual reality" of modern commerce: human intuition and machine discoverability.
Partner-led GTM strategy is the missing third leg of the B2B revenue stool, yet most programs fail within 12 months due to poor leadership and misaligned incentives. Most B2B organizations believe they have two revenue engines: sales and marketing. What they miss is the third. A partner-led go-to-market motion isn’t a channel tactic. It’s structural leverage. And when executed correctly, it can unlock 40–60% incremental revenue that direct sales alone cannot reach. Vaughn Mordecai, CRO at Mindmatrix, has seen this pattern repeatedly. Organizations launch partner programs reactively, assign them to junior staff, and abandon them before the motion matures. Learn how to solve the attribution crisis, align sales compensation to eliminate internal friction, and leverage AI-powered workflows to meet the demands of digital-first buyers. Vaughn shares his expert framework for transforming partnerships into a strategic growth engine that shortens sales cycles and increases deal sizes.
Pricing strategy in B2B is often driven by reactive discounting, arbitrary price increases, and sales negotiation pressure rather than value-based pricing. Pascal Yammine, CEO of Zilliant and former GM of Salesforce Revenue Cloud, joins Cory Cotten-Potter to reveal how you can transition from fear-driven negotiation to a data-backed B2B pricing model that secures margins. Learn how sales alignment affects pricing outcomes, how AI-driven optimization helps organizations make smarter decisions across markets, and why pricing optimization requires total alignment between sales, finance, and marketing to drive long-term revenue growth.
In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Todd Caponi, Founder of Sales Melon, to discuss how transparency, behavioral psychology, and historical sales practices can transform your approach to selling, negotiating, and building lasting customer relationships.
True GTM alignment requires more than collaboration; it demands consistent outcomes across the entire customer journey. In this episode, Cory sits down with Bill Dwoinen, Chief Revenue Officer at Mural, to deconstruct the myths of revenue alignment.
Most B2B teams are losing qualified buyers not because their product is wrong, but because their sales motion is too slow to keep up with modern intent. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter sits down with Alon Rosenberg, Co-Founder and CEO of Knock AI, to explore why conversational B2B sales and direct messaging are rapidly replacing forms, emails, and delayed demo bookings.
How can founders and revenue leaders achieve revenue growth without burnout, especially when ADHD symptoms are shaping their workday? In this episode of The B2B Revenue Executive Experience, Cory Cotten-Potter sits down with Skye Waterson, ADHD strategist, coach, and Founder of Unconventional Organisation, to break down practical, science-based systems that help entrepreneurs and B2B sales leaders reduce overwhelm, sharpen prioritization, and build consistent revenue engines.
Most mid-market B2B companies leave between 20% and 50% of potential revenue on the table every year. Not because they’re lazy. Not because their teams lack talent. Not even because they face insurmountable market headwinds. They’re leaving money on the table because of a systemic, predictable cycle that starts innocently enough. Marketing doesn’t.
Ranking source
Apple Podcasts rankings via the Mato Topic Intelligence Platform.
Observed September 13, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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