Revenue Boost: A Marketing Podcast

What if your competitors are using PR to drive revenue while you’re still chasing headlines? Most B2B leaders still think of PR as press releases and media mentions. But here’s the truth: companies winning today are using PR as a strategic growth lever, integrated into sales, marketing, and customer success to drive measurable revenue impact. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with Kristin Hege, Founder & CEO of Convey Communications, to uncover why the future of B2B PR is AI-driven, story-powered, and revenue-focused. Drawing on original research with 300 CMOs, Kristin reveals how growth leaders are twice as likely to embed PR into their GTM engine and why those who don’t risk falling behind. You’ll learn: Why PR must move beyond press releases to deliver pipeline, trust, and long-term brand equity How to align PR with product marketing, sales, and customer success for faster revenue impact The rising role of AI search and third-party review sites (G2, TrustRadius) in shaping buyer perception How to repurpose thought leadership across formats. From media coverage to TikTok shorts, to do more with less Practical ways to build executive buy-in and prove the ROI of PR This episode is a must-listen for CMOs, B2B tech leaders, and founders who want to strengthen their brand narrative, maximize content ROI, and ensure PR is fueling business growth, not just headlines. Stay tuned to the end, where Kristin shares how brands can start small, prove value fast, and scale PR into a revenue-driving function. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is your team chasing growth or just chasing KPIs? In this episode of Revenue Boost: A Marketing Podcast, titled “From Mission to Metrics: How to Build a Scalable Growth Engine,” CEO Ollie James shares the unfiltered truth: without a clear mission, your GTM strategy is just noise. You’ll hear how Ollie went from RevOps and CRO roles to leading Attribution and how he rebuilt the company’s growth engine from the ground up by anchoring around mission, vision, and values. His approach replaces the leaky funnel with a sieve model, turns onboarding into a revenue driver, and reframes trial periods into proof-of-value commitments that align marketing, sales, product, and finance around outcomes, not activity. This episode is a must-listen for leaders who are tired of misalignment, scattered growth, and pipeline that looks good on paper but leaks trust at every stage. What You’ll Learn: Why chasing KPIs without clarity sabotages scale How to turn onboarding into your most powerful growth lever The “sieve model” that exposes your GTM blind spots Ollie’s POV framework that filters out bad-fit leads and converts faster How to get buy-in from skeptical CFOs and unify your GTM team Who It’s For: CEOs, CROs, CMOs, and RevOps leaders who want to scale smarter—not louder. In just 31 minutes, you’ll gain a new blueprint for building a mission-aligned, revenue-resilient business. Stay to the end, where Ollie shares his narrative structure for winning executive buy-in and designing onboarding that creates trust from day one. Want growth that lasts? Tap play. Let’s scale smart. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Still waiting for the perfect strategy, hire, or agency to fix your growth? While you’re hesitating, someone else is testing faster, learning smarter and winning. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with David Lorango, former head of e-comm at Forever 21 and Nick’s Ice Cream, now founder of Startup Accelerators. David’s helped DTC brands scale from zero to $50M+—and he’s here to give founders a wake-up call. Because in today’s landscape, playing it safe is the most dangerous move you can make. From AI-powered media buying to test-and-learn brand building, David unpacks what it really takes to grow in 2024—and why most founders fail not because they move too fast, but because they wait too long to take the right risks. In this episode, you’ll learn: Why your cautious, “wait and see” mindset is quietly killing your business How to use AI to test, learn, and optimize faster than ever What good risk looks like—and how to take it without torching your budget Why founders fail when they fall in love with their ideas instead of their market The AI myth that’s distracting founders from building real ecosystems ✨ Imagine learning faster than your competition—cutting failure cycles in half and compounding wins across every part of your funnel. 👉 Stay to the end where David shares the story of a founder who almost quit—then unlocked explosive growth one week later. If you’re building a DTC brand in 2024, this episode could save you months of wasted time, spend, and stress. Don’t miss it. 🎧 Hit play now. Your next level might be one test away." Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Are you still posting on LinkedIn without a plan and wondering why it’s not working? If your content feels scattered, generic, or just isn’t converting, the problem isn’t your platform. It’s your strategy. In this episode of Revenue Boost: A Marketing Podcast titled “Stop Posting. Start Converting: How to Build a Strategic Content Engine,” host Kerry Curran sits down with Lindsay Fuchs, co-founder of Undercover Creators, to unpack what most marketers get wrong about content—and how to fix it fast. Lindsay shares why most “content problems” are actually messaging problems—and how brands can stop chasing the algorithm and start building trust, consistency, and credibility that drives real pipeline. Whether you’re a founder, CMO, or content lead, this episode will help you reconnect your mission, voice, and customer journey into one scalable content engine. What you'll learn: Why content that “feels off” usually means your mission isn’t clear How to create a voice guide that makes AI and teams sound like you The messaging missteps that are killing your conversions What channels actually matter for your goals—and how to choose The key to making all your content—from posts to emails—work in sync Who it’s for: Founders, marketers, and content creators tired of spinning their wheels—and ready to build strategy that sticks. ✨ Imagine content that not only connects—but converts, consistently. 👉 Stay tuned to the end where Lindsay shares her 3-step framework for building messaging that scales across every platform—and the #1 mistake brands make when using AI. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Still leading with product features instead of customer results? You could be costing yourself more than just attention—you’re missing the trust that drives real pipeline. In this episode of Revenue Boost: A Marketing Podcast titled “From Vision to Execution: What It Really Takes to Lead Customer-Centric Marketing at Scale,” host Kerry Curran sits down with Kerel Cooper, CMO of GumGum, to unpack what it really means to put the customer at the center of your marketing strategy—and how that shift can unlock revenue at every stage of the funnel. After one year in the CMO seat, Kerel shares how he transformed GumGum’s go-to-market strategy by thinking like a B2C brand: elevating storytelling, designing more human experiences, and scaling emotional connection without losing performance. This conversation goes beyond buzzwords and into real execution—how to get case studies faster, how to build trust earlier, and how to rise above the noise in a crowded space. You’ll learn: How to build branded case studies—starting at the contract, not the campaign recap Why experiential marketing beats pitch decks (even in B2B) How to connect with senior stakeholders by offering strategic value Why Kerel invested in contextual video + their “Mindset Graph” to differentiate GumGum How to turn in-person events into trust accelerators (not just swag drops) Who it’s for: CMOs, revenue leaders, and GTM teams tired of marketing that sounds like everyone else—and ready to lead with empathy, value, and outcomes. What you’ll walk away with: A proven blueprint for how customer-led storytelling, smart events, and executive-level strategy combine to build a brand buyers want to work with. 🎧 In just 28 minutes, you’ll learn how to build marketing that earns trust—and turns buyers into believers. 👉 Stay tuned to the end where Kerel shares the #1 move new CMOs should prioritize—and what he wishes he had done even sooner. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Need to win your next pitch fast? Discover how BrainLabs closes deals in a week—and how you can too. Most agencies overcomplicate pitches. BrainLabs does the opposite—and it’s winning them 84% of the time. In this episode of Revenue Boost: A Marketing Podcast, Kerry Curran sits down with Adam Potashnick, former COO of MediaCom and now CEO of one of the fastest-growing indie agencies in the U.S. Adam shares the tested strategies that are working right now to build pipeline, win trust, and close faster: Steal his “One Week to Win” pitch framework Learn how BrainLabs built deal-flow through creative, PR, and consultant partnerships Discover the one move that flips agency reviews in their favor—every time Understand why how you build the team matters more than what you pitch 🎯 Whether you're tired of being the runner-up or just need a tighter process, this episode will help you show up sharper and close smarter. Stay to the end where Adam breaks down how they won a major retail client within an hour—and why most agencies would’ve blown it. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Feeling the pressure to grow—but struggling to get above the line of power in your deals? You're not alone. In a market saturated with noise, generic emails, and product-first selling, the biggest threat to your revenue isn't bad outreach—it's a lack of real executive relationships. In this episode of Revenue Boost: A Marketing Podcast titled “Beyond the Buyer: How Executive Engagement Drives More B2B Revenue,” host Kerry Curran is joined by Silicon Valley veteran Sarah Moody, tech entrepreneur and co-founder of SEEL (Society of Executive Engagement Leaders). Sarah has helped brands like Splunk, Palo Alto Networks, and other global enterprise players unlock growth through one powerful lever: multi-threaded executive engagement. And the cost of ignoring it? Expansion failure, revenue risk, and brand irrelevance. 🧠 Here’s what you’ll learn: Why fragmented, disjointed exec engagement efforts are silently eroding your brand trust The 5-question audit to evaluate your current strategy—and spot revenue risk before it’s too late What “above the line” relationships really look like (hint: it’s not just wining and dining) How to engage introverted leaders to show up confidently with clients and boards And why post-sale exec engagement is your new growth engine in the age of AI commoditization ✨ Who It’s For: CMOs, CROs, and GTM leaders who want to future-proof revenue by building resilient, trusted relationships in top accounts. 🎯 What You’ll Walk Away With: A playbook to align sales, marketing, and customer success around exec touchpoints—and turn brand trust into expansion, renewal, and category dominance. Stay tuned to the end, where Sarah shares the real ROI of building a proprietary research engine—and why it’s your competitive moat in a world of generic AI content. If you’ve ever lost a deal because the buyer didn’t “feel confident” in your brand, this episode is the wake-up call. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sick of trade shows that cost a fortune but never drive real pipeline? If your events strategy feels more like a brand awareness play than a revenue engine, this episode will help you flip the script. In this episode of Revenue Boost: A Marketing Podcast titled “B2B Events That Close Deals: Strategies for Relationship-First Growth,” host Kerry Curran sits down with Meghan Lavin, VP of Marketing at Choreograph. With 15 years of experience leading events, content, and field strategy, Meghan shares how B2B marketers can drive measurable impact through smart, strategic event planning. She pulls back the curtain on what really works—beyond the booth: How to set goals and budgets that align with sales cycles and AOV What to ask for when negotiating sponsorships (and what not to sign) Creative ways to build hosted events that convert, even with limited budget How to train event staff so your booth doesn’t fumble the first impression The power of post-event follow-up and content to keep relationships warm 📌 Who It’s For: B2B marketers, field marketing leaders, and revenue execs planning events that need to do more than “get your name out there.” 🎯 What You’ll Walk Away With: A proven playbook for building trust, generating pipeline, and strengthening brand reputation through every event touchpoint. Stay to the end where Meghan shares how a niche SEO conference went viral—and what made it the most impactful hosted event of her career. If you’re ready to stop measuring foot traffic and start closing deals, this episode is for you." Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Trade shows and events are back!But most still miss the point. If you're not walking away with real relationships and revenue potential, you're doing it wrong.Hey there, I'm Kerry Curran—B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In this episode, Pipeline in Person: How Relationship-First Events Drive Real ROI, we’re diving into how the smartest B2B brands are getting off the expo floor and into curated conversations that actually convert.I'm joined by Jon Whitfield, Chief Operating Officer at MediaPost, who has spent over 20 years perfecting the art of high-impact, face-to-face marketing. Jon isn’t just running another event company—he’s building a reputation for delivering summit experiences that sponsors rebook year after year because they drive pipeline, not just visibility.And here’s the surprising truth: smaller, niche gatherings with the right ratio of buyers to sponsors consistently outperform massive trade shows—if you get the format right. Jon breaks down why most conferences fail to deliver ROI—and how to fix it.We cover:The one customer value metric sponsors should use to justify their spend How curated experiences like golf, axe throwing, and roundtables deepen buyer trust What brand-side marketers actually want from events in a post-remote world And how to build stronger sponsor-attendee matchmaking and content alignment Picture this: instead of awkward badge scans, you're having real conversations over dinner, sharing challenges in closed-door roundtables, and walking away with warm leads who already know, like, and trust you.Stay to the end, where Jon shares his one non-negotiable rule for evaluating event ROI—and how to spot a conference worth investing in before you spend a dollar.If you're investing in events this year, this episode is your edge.Hit follow, drop a rating, and share it with your field marketing or partnerships lead—because pipeline starts before the pitch.Let’s go!Kerry Curran, RBMA (00:02.296):So welcome, Jon. Please introduce yourself and share your background and expertise.Jon Whitfield (00:07.832):Well, hello, Kerry. Thanks for having me on. My name is Jon Whitfield. I'm the Chief Operating Officer over at MediaPost. I've been there for a long time—I didn’t realize you could be at a place for as long as 22 years. Apparently, there are other places you can work. I didn’t know that. No one ever told me. I just learned that you can get other jobs at other places.Yeah, I’ve been at MediaPost for 22 years. I’ve seen a lot of things change over the years, and yeah, we’re thrilled just to still be kicking and doing our thing.Kerry Curran, RBMA (00:46.176):Excellent. Well, I know you've become the expert at events, and in my own experience with MediaPost, you’ve curated a really valuable experience for both brands, attendees, and sponsors. I want to dive into your expertise and help marketers and sponsors get more out of their conferences—and really think about what that investment looks like.We’re seeing more and more value put into face-to-face relationship-building and brand-building. Conferences offer that, right? Talk about how you've seen the industry evolve and what you're seeing today.Jon Whitfield (01:38.716):Yeah, I mean, it's funny. When I first started out in this business, you had real tentpole events—like the ad:techs and the SESs of the world—that had 300 exhibitors and thousands of attendees. These were real, large gatherings that happened several times a year. If you weren’t at those—whether as an exhibitor or an attendee—you kind of didn’t exist. It was like, “We’ve got to be there.”So in the early 2000s and through the first decade of the new millennium, those large shows were really commonplace and important.We participated not only as exhibitors but also by launching our own conference series called OMMA Global, which had a couple of thousand people, 150 exhibitors, and was a two-day, multi-track content event. It was a big lift. It wasn’t easy to put together or manage.But after five or six years of doing that, we realized it was really difficult to go back to our sponsor pool and guarantee them the ROI they were looking for. Because with large events, you're not really in control of the experience. You're kind of leaving it to chance: maybe someone good stops by a booth, maybe there's a follow-up, maybe someone connects at the cocktail party, maybe someone attends the sponsored presentation.Sometimes you get four people in the room, sometimes 50—you’re just not in control. Over time, we learned that the more control you have over the experience—and the more you're involved in it—the more satisfied everyone will be: sponsors, attendees, everyone.Kerry Curran, RBMA (03:28.800):Right.Jon Whitfield (04:15.984):Exactly. And so, we just evolved. You’ve still got the big tentpole events like CES that serve a purpose. But I don’t know many people in advertising or marketing who come back from CES saying

“It’s never been harder to be a CMO—and never more important to get it right.” Pressure is mounting for go-to-market leaders. Budgets are shrinking. Shortlists are tightening. AI is changing the game before most teams can even catch up. And yet, CMOs are expected to lead with confidence, deliver revenue, and evolve strategy—without burning out. If that sounds familiar, this episode is your blueprint for navigating the storm. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with Kathleen Booth, SVP of Marketing & Growth at Pavilion, to unpack what the most resilient, high-performing marketing leaders are doing differently right now—and why peer collaboration is the competitive advantage most execs overlook. ✅ Why CMOs must stop trying to “do more with less” alone✅ The 3 GTM capabilities every modern marketing leader must build: • Profitable, efficient growth • AI-augmented GTM execution • Executive resilience and personal transformation✅ How cross-functional collaboration beats siloed expertise—every time✅ What Pavilion’s GTM25 Summit is revealing about the next generation of go-to-market leadership Stay to the end where Kathleen shares the #1 strategic muscle every CMO must build this year—and how to develop it before your next board meeting. If you get value from this episode, hit follow, drop a rating, and share it with a marketing or sales leader who needs to hear it. Let’s scale smart. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Experience equals perception. Your event is your brand in action, and every detail tells a story. If your event isn’t memorable, connected, and aligned to your goals, it’s a missed opportunity to deepen loyalty and accelerate the pipeline.” - Emily OlsonHi there, I’m Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of your competition.In Your Brand in Real Life: Event Strategies for Lasting Brand and Revenue Impact, I sit down with Emily Olson, President and Executive Producer at Arrow Event Management. With over two decades of experience producing brand launches, executive summits, and global conferences, Emily breaks down exactly what it takes to turn a live event into a high-ROI marketing channel.Be sure to stay tuned until the end, where Emily shares how homegrown talent shows became one of the most surprising—and most effective—community-building tools in her event playbook.Let’s go!Kerry Curran, RBMA (00:01.774)So welcome, Emily. Please share your background and expertise.Emily Olson (00:06.952)Thanks, Kerry. I'm Emily Olson, President and Executive Producer at Arrow Event Management. I’ve been producing events for almost 25 years, and I think I’ve done just about everything at this point—conferences, galas, brand launches, roadshows. I’ve worked all over the U.S. and internationally, and I’m really excited to be here today to talk about events and brand strategy.Kerry Curran, RBMA (00:38.2)Well, thank you, Emily. I'm very excited to have you on today. We first met when you were producing some events for my agency many years ago, and you definitely raised the bar when it came to delivering a polished and valuable experience for guests. I’m excited to dive in and hear your recommendations.When you typically start speaking with someone who wants to do an event for their company, how do you begin ideating what it will look like or how they should approach it?Emily Olson (01:19.016)That’s a great question. We start by understanding the goal of the event. Why are they hosting it? Who are they trying to reach? How are they measuring success? What do they want their attendees to think, feel, and do? That’s always how we start the conversation. From there, my team puts together a strategy to help achieve those goals.Kerry Curran, RBMA (01:51.406)Mm-hmm. So talk about the typical audience for you and your events. How does that play into the event plan and strategy?Emily Olson (02:27.794)Many of our audiences are different—it almost feels like a unique audience for every single event. Sometimes it’s internal, sometimes B2B, sometimes B2C. I did a sports-related event this week targeting fans of women’s sports. The fan base changes for every event, so there really isn’t a template. For each one, we look at the goals and determine how to best reach that specific audience.Kerry Curran, RBMA (02:58.594)Mm-hmm. Excellent. So what research do you and your team do to understand the audience and come up with ideas?Emily Olson (03:13.084)We look at who they are and what’s been done before. Maybe the organization has hosted this event before—what worked, what didn’t, what was a mess. In many cases, we put together different personas and walk through each one. Persona A might have one experience, Persona B another. We use that approach to figure out how best to reach each audience member or category.Kerry Curran, RBMA (03:49.216)That’s great. You’ve talked before about making events feel special for each attendee. Can you give examples of how your team creates unique, memorable experiences?Emily Olson (04:13.948)Yes—walking away with memories is key. What do you want them to think, feel, and do? Post-COVID, virtual events pushed us to engage people through every step. While we've moved away from most virtual experiences, attendees still expect engagement across all touchpoints. They want unique experiences. They want something they can post on Instagram—something they haven’t seen before. Everyone wants to be first. So, if we create an experience that drives attendees to think, feel, and act in alignment with the event goals, that’s a win. That’s how we create the magic.Kerry Curran, RBMA (05:45.440)I love that. Especially in the era of Instagram, social proof becomes part of the experience. One thing I loved was your example of taking over a department store and turning it into an interactive experience. Talk about how that idea came to life.Emily Olson (06:20.540)That store was in the client’s industry, so it aligned with their audience and created a strong foundation. The event’s goal was to reinforce a sense of community, so we brought in local vendors and restaurants to provide food stations. We tapped into the existing in-store experiences and added our own to connect attendees to bot

"Most agencies are invisible—and it’s their fault. If your positioning is broken, your website forgettable, and your marketing says nothing, you’re out before the game starts. The shortlist isn’t random—it’s earned. If you can’t clearly explain who you help and why you’re different, buyers won’t take the time to figure it out. If you can’t tell a compelling story, stand for something, or look credible online, you won’t even make the list."In this episode of Revenue Boost: A Marketing Podcast, Your Agency Growth Strategy Is Broken: How to Pivot Now to Stand Out and Get Shortlisted, host Kerry Curran sits down with Stephen Boehler, Partner at Mercer Island Group and trusted agency growth advisor.Stephen delivers a blunt reality check for agencies struggling to get shortlisted, stand out, or win more pitches. The biggest problem? A broken strategy—and failure to show up like a brand. If your agency can’t articulate its value, differentiate in-market, or make a credible impression online, you’re not just behind—you’re invisible. We dig into:The 3-part growth flywheel: Be ready, be memorable, be findableWhy most agencies lose before the pitch process even beginsThe shift from reactive pitching to proactive visibility and relevanceWhat today’s clients actually look for when shortlisting agency partnersWhy clarity, consistency, and conviction in your story are your competitive edgeIf you're leading new business, driving growth, or rethinking your agency's positioning—this episode is your wake-up call. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

"Your customer is the hero not your product. The most effective marketing tells their story, not yours. When you lead with empathy and deeply understand their challenges, desires, and identities, you create content that makes them feel seen. That’s what earns attention, trust, and loyalty especially in a world flooded with generic messaging. Great marketing reflects the people it’s for.” - Melissa Moody, Founder of Wednesday Women How do you build a brand that truly resonates in today’s market? One that feels human, inclusive, and authentic? In this episode of Revenue Boost: A Marketing Podcast, Marketing That Resonates: How Empathy and Representation Build Stronger Brands, I sit down with Melissa Moody, founder of Wednesday Women and former Google exec, to explore how empathy and representation create real business impact. We dig into: How customer-centric storytelling earns attention and trust Why diversity and inclusion are revenue strategies, not just values How to build visibility for underrepresented voices (including your own) Ways to shift from promoting product features to elevating your audience’s identity and success Melissa also shares how she’s helping female executives move from operating quietly to showing up powerfully and why that visibility benefits not just the individual, but the brand. If you're ready to make your brand more relevant, more human, and more effective—this one’s for you. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The real reason your pipeline is stalling has nothing to do with tools, scripts, or call volume. It’s coaching.Most sales teams keep adding technology and training, yet deals still slip, buyers stall, and trust erodes. The problem isn’t effort. It’s that reps are being developed as pitch machines instead of trusted partners. And when curiosity, authenticity, and preparation are missing, pipeline performance suffers fast.In this episode of Revenue Boost: A Marketing Podcast titled “The Real Pipeline Fix: How Coaching, Curiosity, and Authenticity Close More Deals,” Kerry Curran sits down with Lee Levitt, sales effectiveness coach and founder of The Accelerate Group. Lee has led marketing, sales, and enablement at companies like Oracle and Google, and he brings a contrarian but practical perspective. Coaching is not about information transfer. It is about behavior change. And that shift is where real revenue leverage lives.You’ll hear why most frontline managers inspect deals instead of developing skills, how lack of deliberate practice quietly kills win rates, and why buyers default to the status quo when sellers fail to lower perceived risk. Lee breaks down what high-performing sellers actually do differently and how leaders can build those behaviors intentionally.What you’ll take away:Why sales training alone does not improve pipeline consistencyHow curiosity and authenticity directly accelerate deal progressionThe role of deliberate practice in improving buyer conversationsHow preparation reframes buyer risk and reduces deal paralysisWhy sales enablement must have a strategic voice, not just a tactical oneImagine a sales team that shows up prepared, listens deeply, connects solutions to real business outcomes, and earns trust before asking for commitment. That is what predictable revenue looks like.Stay tuned to the end, where Lee explains how sales enablement leaders can earn a permanent seat at the strategy table and why that becomes an unfair advantage for long-term, scalable growth. Chapter Highlights and Key Takeaways: 00:00 The Real Pipeline Problem No One Wants to Admit01:18 Why Coaching Beats Training Every Time03:00 Deliberate Practice: Why Reps Shouldn’t Learn on Customers04:24 When Leadership Messaging Doesn’t Match the Field Reality06:50 The Leadership Behaviors That Quietly Kill Performance07:58 The Two Traits That Separate Trusted Sellers from Pitch Machines10:34 Coaching Curiosity: Turning Better Questions into Better Meetings13:34 Preparation Is the Multiplier Most Teams Ignore17:54 Buyer Paralysis: How Sellers Can Reduce Perceived Risk21:43 Why Sales Enablement Must Think Beyond This Quarter22:09 Building a Strategic Enablement Advisory Board24:42 How to Engage External Experts Without Creating Dependency25:16 The Unfair Advantage: How Enablement Earns a Strategic Voice Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Are you underestimating culture as a growth driver? Too many leaders still see it as “soft.” But when trust breaks, retention falls, productivity slows, and your best people quietly start planning their exits.The truth is: culture is infrastructure. It fuels resilience, engagement, and results. And in today’s climate of AI disruption, budget cuts, and constant change, a weak culture will cost you more than any missed marketing tactic.In this episode titled The Culture Multiplier: Why People-First Leadership Is Your Most Underrated Revenue Strategy, host Kerry Curran sits down with Rachel Weeks, veteran marketing executive and HR tech leader, to explore how values-driven leadership creates a competitive advantage in times of uncertainty. Rachel reveals how transparency, empathy, and recognition aren’t just “feel-good” practices—they’re levers for retention and performance.This isn’t about HR perks—it’s about protecting revenue, boosting productivity, and building a resilient growth engine.You’ll discover how to:Navigate layoffs and reorgs without breaking trustUse recognition to lift productivity by 75%+Build a culture that keeps employees engaged—even under pressureTurn people-first leadership into a durable revenue strategyStay tuned until the end, where Rachel shares practical ways to create a culture of recognition—even without a big budget or formal platform.If you want growth that lasts, this episode will change the way you lead. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you want to create content that truly resonates, start by listening. Your audience is already telling you what they care about—you just need to ask the right questions and use their answers to fuel smarter, more personalized marketing. That's a quote from Rachael Bassey and a sneak peek at today's episode.Hi there, I'm Kerry Curran—B2B revenue-growth executive advisor, industry analyst, and host of Revenue Boost, a marketing podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe and stay ahead of the competition.In From Insight to Impact: Smarter Research for Personalization That Resonates, I sit down with Rachael Bassey. She's the research partner to SaaS companies and the founder of ContentCollab.co. We explore how small marketing teams can personalize content at scale through smarter, more targeted audience research. We dig into practical ways to uncover buyer pain points, engage prospects through collaboration, and create content that stands out—especially in a sea of generic AI overviews.If you're looking for a way to connect your content strategy to pipeline impact, you don't want to miss this conversation. Be sure to stay tuned to the end, where Rachael shares how to turn contributors into loyal brand advocates and why that's the smartest way to grow both your content and your customer base. Be sure to subscribe and leave a review so you don't miss future episodes packed with actionable advice. Let's go!Kerry Curran, RBMA (00:01.72)So welcome Rachael, please introduce yourself and share your background and expertise.Rachael Bassey (00:07.279)Hey everyone, I'm Rachael Bassey. People call me Ray—Ray of Sunshine, more like it. I work as a research partner for SaaS companies. My specialization or expertise is helping companies create original research reports. I'll dive into what these reports are and my process later, but in a nutshell, that’s it.Kerry Curran, RBMA (00:41.966)Excellent. Well, thank you. I'm very excited to have you join us today because content is so critically important—especially original content and research specific to the audience. So talk to us a bit about what you're seeing and hearing as you're talking to your prospects or clients. What are the needs in the marketplace these days when it comes to getting smarter, better content?Rachael Bassey (01:10.529)Okay, before I get into that—thank you so much, Kerry, for having me. Really, thank you. So two things: One—AI. You have small companies that are like, “Why bother hiring a writer when I can just go to ChatGPT and say, ‘Help me with my content plan, content calendar, and 50 articles for my blog’ and get it done?” But then, a lot of people can easily spot articles written by ChatGPT, and people are tired of the robotic voice—even though I use a lot of it. People want to hear things that actually sound human.People are also hungry for data—things they can benchmark their performance against.Then on the other hand, budgets are being cut everywhere—left, right, and center. So CEOs and founders are asking, “Why should I invest more in marketing? How do we tie marketing to revenue?”There’s a debate around, “Is the whole marketing funnel even relevant anymore?”You just have different arguments around whether it’s important to invest in marketing or if we should even bother right now. That’s pretty much what I’m seeing in the space.Kerry Curran, RBMA (03:01.484)Yeah, definitely. And it's so true—I can't have a conversation about marketing without AI being front and center. There's a lot of value there, but to your point, if you're putting all your creativity into the AI model, you're not going to get the quality you need.Adding to that, AI also impacts search results. If you're just producing generic content, your rankings will suffer. You have to get smarter about content structure so your expertise can rank better.So much opportunity here. Talk to me about how you're solving this—how are you helping your clients?Rachael Bassey (04:03.102)Great. Okay, so I’ll just do a bit of a rundown.I worked with a company called Databox back in 2019. I’m no longer with them, but we started what I like to call collaborative marketing before it was even a thing. Back then, people didn’t really care about talking to real people or experts and collaborating with them to create content.Now you go on LinkedIn and see a lot of people talking about original research, but before it became the trend, we were doing it. We were a small marketing team. I was employee 25 in the company, and our team had just three people: John, Bella, and me.When you have a small marketing team, you wear many hats. You might not even be an expert in the industry, yet you're expected to write 50 articles in two months. So we said, “Let’s collaborate with our customers and prospects.”At the time, agencies made up the majority of Databox’s clients. I would spend so much time on

“Visibility in the age of AI isn't just about ranking anymore—it's about being understood, trusted, and retrievable by the machines your buyers now rely on. These engines extract only the most relevant chunks of content to answer the query. And if your message isn't structured clearly or consistent across channels, you risk being invisible.” That's a quote from David Kirkdorffer and a sneak peek at today's episode.Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe to stay ahead of your competition.In The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI, I sit down with David Kirkdorffer. He's a B2B marketing strategist and generative SEO expert. We break down how your content, website, and messaging must evolve to be visible in LLM-powered search. We explore what's changed, what still works, and what's next—so your brand stays front and center no matter which AI engine your buyer turns to.Be sure to stay to the end, where David shares why team alignment across content, SEO, PR, and partnerships is your best defense—and greatest opportunity—in an AI-first future. Let's go.Kerry Curran, RBMA (00:01.422)So, welcome, David. Please introduce yourself and share your background and expertise.David Kirkdorffer (00:07.466)Hi, Kerry, and thank you so much for bringing me on the show. My background: I am a B2B marketer. I’ve been doing B2B marketing for—let’s say—30-plus years. I have focused most of my career on generating leads for sales teams, and that is still my focus, though the way that is done nowadays has certainly changed.I’ve worked mostly in technology companies, selling technology to technology departments—so IT tech for IT tech consumers. Over the years, that has gone from enterprise accounts, as technologies became more democratized, down to medium-sized businesses and small businesses.So that’s briefly about me.Kerry Curran, RBMA (01:00.214)Excellent. David, I know you have been deep into the research around what I’ll introduce as the evolution of SEO. Tell me: What are you hearing? What triggered your interest in diving into gaining visibility for brands within the GPTs and other AI engines?David Kirkdorffer (01:25.994)Right. OK, that’s a great question. Given my background of trying to get information into buyers’ hands—being buyer-centric—a number of years ago I focused on what we might call buyer enablement and the buyer experience: the buyer being successful in finding the information they’re looking for on our website. I realized that a lot of the great information buyers want sits behind a gate where you have to speak to a sales rep.The idea I was working with—and many people, of course, not just me—was, “Can we get this information onto our website so that when buyers come, they can find what they need and say, ‘This looks like a good fit’?” Along come these LLMs, and now all of a sudden I’m thinking, “How do I AI-enable training? How do I make sure the AIs have the information that answers buyer questions?”In a way, AI LLM tools are a disintermediating force separating my buyer from my answer. They’re turning to the ChatGPTs, the Geminis, the Perplexities, the Claudes, the Copilots, and various other tools—some specialized for particular domains. Our challenge is to make sure our answers are read, understood, and correctly represented within these LLMs so that, when a buyer goes there for an answer, our brand is visible.It’s much more effective for a buyer to ask questions with ChatGPT, and you might ask the same question to four or five tools just to validate, because they all have different information sets, models, crawlers, and licensing agreements. Therefore, you may have high visibility in one and low visibility in another. Training data differs; retrieval data differs; the models themselves differ—so they have different “brains,” just like different people. That’s what brought me into this: trying to be customer-centric and helping my salespeople so that, when buyers do find information, our brand is there.Kerry Curran, RBMA (04:27.744)That’s excellent, David, and it’s such a hot topic. I don’t think I can go through a few hours of my day without it coming up. I know you’ve been evangelizing it a lot, which I’m sure generates many questions. What are the main questions people ask you about this capability and opportunity?David Kirkdorffer (04:51.442)Everyone wants to know, “What am I supposed to do? How is this different—is it different?” Two main lines of inquiry emerge. One comes from senior marketing leaders—the CMO or someone at a higher level—who wants to understand what they and their teams can do holistically. The other is very tactical: people approach it from their domain expertise—website, SEO, content—and ask, “What do I do within

“Digital out-of-home is where attention lives. It's unskippable, brand-safe, and contextually relevant—right when and where people are most engaged. If your brand isn't showing up in high-dwell environments, you're missing a powerful and measurable way to connect.” That's a quote from Peter Schofield, VP of Partnerships at Atmosphere TV, and a sneak peek at today's episode.Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe and stay ahead of your competition today.In The Last Untapped Channel: Driving Precision, Attention, and Revenue with Smart Digital Out-of-Home, I sit down with Peter Schofield. He's the VP of Brand Partnerships at Atmosphere TV. We explore how digital out-of-home advertising has evolved into one of the most targeted, high-impact channels in modern media. From smart targeting and unskippable content to real-world attribution and creative flexibility, Peter breaks down how brands are turning physical spaces into revenue-generating media environments.Be sure to stay tuned until the end, where Peter shares how top brands are using API-powered digital out-of-home to personalize in-the-moment engagement at scale. Let's go!Kerry Curran, RBMA (00:01.698)So welcome, Peter. Please introduce yourself and share your background and expertise.Peter Schofield (00:07.960)Thanks, Kerry. I'm excited to be here today. I'm Peter Schofield, VP of Brand Partnerships with Atmosphere TV. I've been in the marketing and advertising space for the better part of 30 years. I've always been curious about human behavior, social sciences, marketing, and advertising—connecting brands with people and people with people. That always puts you at the front of technology and innovation. So I've always been excited about that, and that's where I've spent most of my adult career.Kerry Curran, RBMA (00:41.112)Excellent, great. I'm excited to dive into your area of expertise. When we first met and dove into Atmosphere TV and your capabilities, I got really excited about the unique aspect of connecting consumers with brands and helping brands with their narrative and storytelling. So, excited to dive in. Talk about out-of-home—what trends are you seeing and hearing today?Peter Schofield (01:18.670)Sure. The out-of-home market, specifically the digital out-of-home market, is certainly thriving. The extraordinary reach, context, and impact of digital out-of-home are literally reshaping consumer engagement. Brands and agencies looking to move the needle are tapping into screens and spaces that have been previously overlooked, undervalued, or underutilized.Peter Schofield (01:48.192)Three key elements that are a consistent part of the narrative—what folks are looking for in their investment—are efficacy, deliverability, and accountability. Out-of-home provides all of those.Kerry Curran, RBMA (01:59.448)Definitely. I think the advent and growth of digital out-of-home really revamped and breathed new life into what we knew as traditional billboards, bus stops, etc. It’s very cool to see the evolution and the more advanced targeting capabilities.Peter Schofield (02:26.644)It is sophisticated now. It’s not your father’s billboards, as they say, right? It's the optimal blend of scale, mass reach, and local precision. Brand-safe channels are really making this a distinguished place to market, for sure.Kerry Curran, RBMA (02:45.142)Yeah. How are you seeing that increased interest in out-of-home as part of the media mix?Peter Schofield (02:51.706)I think folks are recognizing it as a real opportunity to align messaging with not only what people are doing, but why they're doing it. At the neighborhood level, we can connect with what people are doing, how they’re feeling, and what they’re experiencing in real time—where they live, work, and play. It’s inherently location-based and enhanced significantly by contextual targeting. That’s where companies like Atmosphere really come into play.Kerry Curran, RBMA (03:26.784)Definitely. There are so many stats that prove the engagement and growth opportunity. I know you had some from eMarketer. Want to dive into those?Peter Schofield (03:40.846)Yes. In 2024, out-of-home revenue in the U.S. was just over $9 billion—a 4.5% increase from 2023. More notably, digital out-of-home, where I focus, represented about 34% or $3 billion of that market, also growing 4.5% year-over-year.Kerry Curran, RBMA (04:30.104)Definitely. With location targeting and dynamic creative, it’s a perfect blend of niche targeting and visual storytelling.Peter Schofield (04:56.696)Absolutely. One person described it as, “Out-of-home is where attention lives.” It lets marketers deliver the right message at the right moment—contextually relevant, unskippable, and effective.Kerry Curran, RBMA (05:11.700)Right—a

Fractional leaders aren’t here for job security—we’re here to build legacies. We remove the internal angst that clouds big decisions. We’re not protecting titles or playing politics. We’re focused on what drives transformation, growth, and lasting impact.Hi there, I’m Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of the competition.In The Rise of the Fractional CMO: How to Accelerate Revenue Growth Without the Overhead, I sit down with Virginie Glaenzer, a fractional CMO, tech entrepreneur, and community builder.We explore how fractional marketing leaders are reshaping go-to-market execution, AI adoption, and executive alignment across today’s most innovative organizations.Be sure to stay tuned until the end, where Virginie shares her advice on how to scope your first fractional engagement and make an immediate impact, without the overhead.Let’s go!Kerry Curran, RBMA (00:02.148)So, welcome, Virginie. Please introduce yourself and share your background and expertise.Virginie Glaenzer, Frac. CMO (00:09.086)Thank you so much, Kerry, for having me on your podcast. I’m really excited—I think the work you’re doing is amazing. My name is Virginie—Virginie Glaenzer. I’m originally from France and am your typical immigrant. I’ve had quite an interesting journey: I moved to the San Francisco Bay Area in 1998, started a couple of software businesses, and had my fair share of successes and failures.After 17 years in Silicon Valley, I moved to New York for about 12 years, where I served as VP of Marketing and CMO for mid-size organizations. I’ve been in D.C. for the last year and a half. Over the past 30 years, most of my career has been in B2B SaaS tech, helping organizations. Today, as a fractional CMO, I enjoy supporting small- to mid-size companies that are trying to disrupt their industries—mostly in tech, where technology is part of their offering. That’s just a little bit about me.Kerry Curran, RBMA (01:21.594)Thank you. I’m very excited to speak with you today. You have a wealth of experience, but I want to start by diving into fractional CMOs and the evolution of fractional executives. I know you serve both as a fractional CMO and as the leader of Acorn Oak, so I’d love to hear what you’ve seen regarding this evolution and why you find it so valuable.Virginie Glaenzer, Frac. CMO (01:54.804)That’s a great question. I actually fell into the fractional model—I never thought I would become a consultant—but it has changed my life, and I love it. I chose the fractional path because I wanted to make real, lasting change. When I was a VP of Marketing, I found that people wanted me to make them feel comfortable instead of guiding them through change. As a fractional CMO, I offer an unbiased outside perspective, removing the anxiety and internal angst that often accompany big decisions—something I couldn’t do as a full-time employee.My focus isn’t on protecting a title or playing politics; it’s about building a legacy, not job security. As a result, I avoid the “drink-the-Kool-Aid” syndrome that can cloud judgment. The fractional model really works, and I think it took off after COVID because companies realized they could hire talent anywhere. When you hire people remotely, you don’t see the hours; you see the output. A fractional executive who works two days a week can deliver the equivalent of four days from a traditional employee—and often, that’s all a company needs.AI is also disrupting organizations. Internal employees may hesitate to rock the boat, but a fractional executive will do whatever is necessary to drive change.Kerry Curran, RBMA (04:01.762)I love that example—doing in two days what others might do in four—because when you can focus solely on the initiative, you avoid the distractions of full-time employment and get more done. Another benefit is that fractional CMOs must stay on top of trends—from AI to strategy—and can apply learnings from one client to another, an opportunity full-time employees don’t always have.Virginie Glaenzer, Frac. CMO (04:59.680)Absolutely. Working with multiple clients gives you a different view of each market. You come in with broad experience, fresh perspectives, and numerous frameworks. It’s a win–win—deeply satisfying for the individual and invaluable for the organization.Kerry Curran, RBMA (05:28.266)I’m seeing a trend: six years ago, most engagements were project-based—solving urgent challenges over three to six months. Now, clients hire me as a fractional CMO for assignments that can last a couple of years. As long as you’re helping the company reach its next growth stage, why not?Virginie Glaenzer, Frac. CMO (05:57.428)Exactly. Hiring a fractional CMO can be a smart way to secure expert support without the full-time cost. When should a c

“If your team's still selling features, your packaging is broken. Most CEOs focus on scaling sales, but they overlook pricing and packaging as core revenue levers. When your pricing aligns with the value you deliver, value-based selling becomes second nature, discounting drops, and revenue growth accelerates. You don't need a new product—you need a smarter way to package what you already have.” That's a quote from Roee Hartuv and a sneak peek at today's episode.Hi there, I'm Kerry Curran—revenue growth strategist, go-to-market advisor, and host of Revenue Boost: A Marketing Podcast. Every week, I sit down with the sharpest minds in marketing, sales, and strategy to unpack real-world tactics that drive measurable revenue growth. No fluff—just bold, actionable insights to help you outpace your competition. If you're serious about scaling smarter, hit subscribe and let's boost your bottom line together.Today's episode: Packaging and Pricing—the Key Revenue Strategy Most CEOs Miss. I'm joined by Roee Hartuv, a pricing and packaging expert helping B2B companies unlock hidden revenue and tie pricing to ROI. In this episode, we discuss the critical growth lever most CEOs miss—and how that lever leads to faster expansion, stronger retention, and more confident salespeople.Stay tuned until the end, where Roee shares a practical action you can take today and where to find free resources to help you get smarter about pricing and start driving revenue growth now. Let's go!Kerry Curran, RBMA (00:01.155)Welcome, Roee. Please introduce yourself and share your background and expertise.Roee Hartuv (00:06.326)Hello, and thanks for having me. My name is Roee Hartuv. I currently focus on pricing and packaging as an advisor. Over the past five years, I’ve worked in the broader area of go-to-market excellence, helping transform go-to-market strategies and operations. Before that, I was a SaaS—or software—seller.Kerry Curran, RBMA (00:35.745)Excellent. Thank you, Roee. We’re excited to have you back. This is actually your second time with us. Last time, we covered different stages of go-to-market with a focus on customer success and the importance of net and gross recurring revenue. Today, I want to dive into what you’re focusing on now. Let’s talk about willingness to pay and your specialty at your new company.Roee Hartuv (01:12.236)In the past five years, I’ve helped companies generate more revenue—everyone’s top priority. Most conversations revolve around process improvements, automation, or AI-enabled productivity, all aimed at increasing win rates and reducing churn. I’ve done all that, but I realized one lever delivers the best ROI and is often the quickest and simplest to pull: pricing and packaging.Once I understood that, I decided to spend most of my time there—helping companies increase revenue by getting pricing and packaging right. You don’t necessarily need a new product; you need a smarter way to package what you already have. That’s what we do at Willingness to Pay: pricing and packaging, and we’ve seen great results.Kerry Curran, RBMA (03:02.094)I agree. Companies spend a lot of effort cutting costs and increasing efficiency, yet overlook pricing. When prospects contact you, what business challenges are they trying to solve?Roee Hartuv (03:43.564)When they come to us, they already sense a pricing or packaging issue—and most companies have one. Early on, no single person truly owns pricing. Is it finance, the CRO, product, or product marketing? Because no one owns it, pricing often stays untouched for years while products, features, and value grow. For example, a client recently added a fantastic AI feature but decided to charge only $5,000 a year—far below the value it delivers.The main problem is that companies don’t adapt pricing and packaging to market dynamics. As a result, they leave money on the table. The most common pain we hear: “Our sellers keep talking features instead of value. They give big discounts, and we know we’re underpricing.” That’s the core challenge: enabling value-based selling through better packaging.Kerry Curran, RBMA (05:12.399)Beyond revenue growth, pricing can boost average contract value and reduce churn. Still, many leaders hesitate to raise prices. What objections do you hear most, and how do you address them?Roee Hartuv (05:38.68)Two big fears: First, customer success worries that price increases will trigger churn. Second, sales fears that higher list prices will tank win rates—“We’re already discounting!” We mitigate these with a four-step process:Internal validation—get input from sellers and stakeholders. Customer interviews—talk to 5–20 close customers using a structured methodology. We start with value proposition, then packaging, then pricing model, and only last reveal price levels. Controlled sales test—roll the new model to a small “demo” team and watch results. Phased rollout—once it works, deploy to the full sales org, then migrate existing customers in waves, starting