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Revenue Xchange

Davis Potter

24 episodes

2 days ago

In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...

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In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...

Show more...

Episodes (20/24)

Revenue Xchange

RX 9 - Rewiring GTM: The age of the connected marketer | Hailey McDonald, SVP of Growth Marketing, Marigold

In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...

2 days ago

55 minutes

Revenue Xchange

RX 8 - ABM in Startups vs. Large Established Organizations | Amber Bogie, Director, Global Marketing, UCC, GoTo

In this week’s episode of the Revenue Xchange, host Davis sits down with Amber Bogie, Director of Global Marketing at GoTo, to explore how ABM programs differ between startups and enterprise organizations. Key Takeaways: 1.) PE vs. VC Expectations: PE-backed companies demand strict efficiency metrics and ROI proof, while VC-backed orgs encourage experimentation and accept failure. 2.) Regional Strategies: Global ABM practices need local adaptation. North American tactics don’t work globally,...

1 week ago

53 minutes

Revenue Xchange

RX 7 - Account vs Contact-level Intent for ABM | Anna Tsymbalist, Head of ABM, Influ2

In this week’s episode of the Revenue Xchange, Davis is joined by Anna Tsymbalist, Head of ABM at Influ2. They explore how contact-level intent is impacting ABM strategies and why timing matters more than personalization. Key Takeaways: 1) Contact-Level Intent Signal Importance: Contact-level signals capture search behavior, third-party content consumption, and social activity for individual buying group members, even zero-click AI searches, enabling SDRs to reach out at the right moment. 2) ...

3 weeks ago

54 minutes

Revenue Xchange

RX 6 - Inside the GTM Playbook of an AI Powerhouse: Narrative, Events, and the Future of Marketing | Zach Diamond, Head of Revenue Marketing, Cognition

In this episode of the Revenue Xchange, host Davis Potter sits down with Zach Diamond, Head of Revenue Marketing at Cognition (from recently acquired Windsurf). They unpack how modern marketing teams are rethinking messaging, events, and AI operations inside high-growth, enterprise AI companies. Key Takeaways: ) Narrative Is the Strategy: Zach explains why the story, not just the channels, must drive GTM execution. He shares how leading with a strong messaging architecture fuels relevance in ...

3 weeks ago

55 minutes

Revenue Xchange

RX 5 - How to Align Your Organization for ABM Success in the AI Era | Robert Norum, ABM & Demand Strategy Expert, B2B Marketing

In this week’s episode of the Revenue Xchange, host Davis sits down with Robert Norum, ABM & Demand Strategy Expert at B2B Marketing. Together, they unpack how to align your entire organization for ABM success in the AI era. Key Takeaways: 1.) The Full Stack ABM Model: Structure your ABM program across three tiers (one-to-many, one-to-few, and one-to-one) so marketing, sales, and customer success operate from a unified target account framework. 2.) AI for Scale, Not Volume: Use AI to deep...

3 weeks ago

56 minutes

Revenue Xchange

RX 4 - Building a Smarter Account Qualification Model | Amanda Heredia, ABX Stack

In this week’s episode of the Revenue Xchange, host Davis sits down with Amanda Heredia, Principal ABM Strategist & Founder at ABX Stack. Key Takeaways: 1) Four-Badge Qualification System: Replace one-size-fits-all account scoring with distinct badge types. Each representing a different buying motion with specific signals, owners, and expiration windows. 2) Signal Stacking is Non-Negotiable: Single-platform ABM tools can fall short. Effective account qualification requires layerin...

1 month ago

54 minutes

Revenue Xchange

RX 3 - Operationalizing Buying Groups in ABM | Davis Potter, ForgeX

In this week's episode of the Revenue Xchange, host Davis Potter leads an interactive session on operationalizing buying groups in ABM. Davis breaks down why buying groups aren't replacing ABM but rather represent the evolution of account-based strategy beyond outdated MQL models. Key Takeaways: 1.) Buying Groups ≠ Glorified Lead Lists: Most organizations treat buying groups like contact lists, missing the nuanced layer between individual contacts and full accounts that includes business uni...

1 month ago

51 minutes

Revenue Xchange

RX 2 - AI Transformation Overview and Why It's Urgent | Vincent DeCastro, Abma

In this week's episode of the Revenue Xchange, host Davis sits down with Vincent DeCastro, President & Founder at ABMA. Together, they explore how AI is fundamentally reshaping B2B search behavior and what marketers must do to adapt before it's too late. Key Takeaways: 1) Zero-Click Search is the New Reality: 67% of B2B search results now end without clicking through to websites, as AI answer engines provide responses directly within search platforms, dramatically reducing traditional or...

1 month ago

59 minutes

Revenue Xchange

RX 1 - ABM vs. Demand Gen: What's the Difference in 2025? | Jen Leaver, Rithum

In this week’s episode of the Revenue Xchange, host Davis Potter sits down with Jen Leaver, Senior Director of Demand Generation at Rithum. Together, they explore the convergence of ABM and Demand Generation, examining whether these strategies are *actually* converging and what that means for a modern B2B marketing strategy. Key Takeaways: 1.) ABM and Demand Gen Are Two Lenses of the Same Revenue Engine: Rather than viewing these as competing strategies, successful organizations treat them ...

1 month ago

55 minutes

Revenue Xchange

FxF 15 - Why ABM Programs Fail: The Brutal Truth About Strategy, Targeting, and Tech | Mason Cosby, Scrappy ABM

In this week's episode of the ForgeX Files, host Davis sits down with Mason Cosby, Founder and CEO of Scrappy ABM. Together, they unpack why most ABM programs crash before they ever take flight. Key Takeaways: 1.) Leadership Buy-In is Essential: ABM programs often collapse when they are initiated without strong sponsorship from senior leadership. 2.) One Person ≠ Strategy + Ops + Content: Expecting a single ABM lead to manage strategy, operations, and content without a supporting team is a st...

3 months ago

31 minutes

Revenue Xchange

FxF 14 - Inside ForgeX’s 2025 State of ABM Report | What GTM Leaders Must Know

In this week's episode of the ForgeX Files, host Davis Potter welcomes Marcus Hiles, SVP of Strategy at Just Global. They break down ForgeX's State of ABM 2025 Report (sponsored by Just Global), exploring the data-backed insights shaping the future of ABM. The discussion covers emerging trends, operational challenges, and what GTM leaders need to start thinking about for 2025. Key Takeaways: 1.) The Definition Dilemma: Lack of clarity around ABM definitions and deployment models is stunting...

4 months ago

38 minutes

Revenue Xchange

Ep. 13 - 7 Predictions for ABM and GTM in 2025

In this week’s episode of The Forge X Files, host Davis Potter shares 7 of the biggest shifts shaping account-based go-to-market strategies in 2025. From fixing misaligned revenue teams to debunking the "new GTM" myth.Key Takeaways:1. Closing the Alignment Gap: How ABM and product marketing collaboration is essential for messaging, segmentation, and strategy.2. Unified Target Account Lists: The critical need for cross-functional alignment among sales, marketing, and customer success teams.3. ...

9 months ago

28 minutes

Revenue Xchange

Ep. 12 - ABM + Product Marketing: The Revenue-Driving Partnership You’re Ignoring | Dan Potter

In this week's episode of the ForgeX Files, host Davis Potter welcomes Dan Potter, VP of Product Marketing at Qlik, for a discussion about the revenue-crushing misalignment between Account-Based Marketing (ABM) and Product Marketing teams. Key Takeaways: 1.) What Great Alignment Looks Like: Practical strategies for breaking silos and building a unified GTM strategy between ABM and Product Marketing. 2.) The Data Deficit: Why data literacy, governance, and system integrations are the missin...

9 months ago

49 minutes

Revenue Xchange

Ep. 11 - How to Shift From ABM to Account-Based GTM | Tyler Pleiss

In this episode of the ForgeX Files, Davis Potter dives into the intricacies of Account-Based Go-to-Market strategies with Tyler Pleiss, Associate Director of Growth Marketing, Movable Ink and a member of the executive council at ForgeX. Tyler has recently authored an in-depth guide on Account-Based GTM, offering valuable insights that are crucial for anyone looking to enhance their marketing strategy. Key Takeaways: Evolution of ABM Models: Tyler discusses the limitations of the traditional ...

1 year ago

56 minutes

Revenue Xchange

Ep. 10 - The New Era of B2B: Redefining Attribution and Data Models | Data Axle

In this episode of the ForgeX Files, host Davis Potter is thrilled to welcome Tom Zawacki, President of Enterprise Solutions at Data Axle. Tom brings a unique perspective from his rich background in B2B marketing, providing a deep dive into the evolution of attribution. Key Takeaways: Historical Perspectives on Marketing: Tom discusses his journey from the early days of the internet to the forefront of digital marketing, including his involvement in the creation of the first banner ads and e-...

1 year ago

34 minutes

Revenue Xchange

Ep. 9 - The Evolution of GTM Strategies | ForgeX

In this episode of the ForgeX Files, host Davis Potter welcomes Amber Bogie, the new Fractional VP of Growth and Partnerships at ForgeX and a recognized authority in Account-Based Marketing (ABM). Amber brings her insights into the shifting landscape of go-to-market (GTM) strategies in the B2B sector, particularly focusing on the rise of fractional marketing roles and the dynamic changes in technology adoption within organizations. Key Takeaways: Fractional Marketing's Rise: Amber discusses t...

1 year ago

37 minutes

Revenue Xchange

Ep. 8 - Challenging the Status Quo in Demand Generation and ABM | Google

In this episode of the ForgeX Files, host Davis Potter engages with Steve Armenti, a seasoned Global Demand Generation Leader at Google. They dive into the evolving dynamics of marketing and sales alignment, demand generation, and the future of Account-Based Marketing (ABM). Key Takeaways: Marketing and Sales Alignment: Steve shares his insights on effective strategies for aligning marketing and sales goals, emphasizing the importance of unified metrics, effective communication, and leveragin...

1 year ago

36 minutes

Revenue Xchange

Ep. 7 - Tearing Apart Go-To-Market Norms: Exposing ABM and Demand Gen Flaws | Tania Saez

In this episode of the ForgeX Files, host Davis Potter welcomes Tanya Saez, a renowned ABM expert and industry thought leader. Tanya shares her wealth of experience in orchestrating diverse go-to-market motions, tailored to different customer bases and buying processes. Key Takeaways: Holistic Market Strategies: Tanya discusses the importance of not relying on a single go-to-market strategy like ABM, but rather adopting a holistic approach that aligns with various customer segments and buying...

1 year ago

36 minutes

Revenue Xchange

Ep. 6 - Building ABM from the Ground Up: An Unforgiving Journey | Phenom

In this episode of the ForgeX Files, host Davis Potter welcomes Ken Almack, Field & ABM Marketing Manager at Phenom. Ken shares his journey from sales to ABM and field marketing, highlighting his proactive and personalized approach to business growth. Key Takeaways: Building ABM from Ground Up: Ken discusses the inception of ABM at Phenom, transitioning from traditional sales-driven strategies to a more targeted ABM approach.Challenges in ABM Implementation: Insights into the initial chal...

1 year ago

30 minutes

Revenue Xchange

Ep. 5 - Exposing the hidden truths of Enterprise ABM™️ success | Pega

In this episode of the ForgeX Files, host Davis Potter welcomes Stephanie Clark, Regional Marketing Manager at Pegasystems and an Executive Council member of ForgeX. Stephanie shares her expertise in account-based marketing (ABM) and discusses Pega's unique approach to this strategy. Key Takeaways: Pega's ABM Strategy: Stephanie discusses Pega's global ABM team's approach, emphasizing research, sales alignment, and tailored content.Enterprise ABM Framework: Insights into Pega's execution of o...

1 year ago

30 minutes