The B2B Revenue Executive Experience

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.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Jason Moss, a prominent business coach known for his impactful strategies and community-building efforts, to explore why personal branding and human connection are your biggest competitive advantages, how to balance structure with vulnerability in your sales process, and the key strategies to stand out in a world of AI-generated content.

B2B sales often focus on metrics, ROI calculations, and product features. But what if the key to closing more deals lies not in our logical arguments, but in our ability to understand and respond to emotions? In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by James Woodfall, the Founder of Raise Your EI, to share why emotional intelligence is a competitive advantage for financial planners and salespeople alike.

In recent years, AI has dominated headlines and boardroom discussions, presenting revenue leaders a critical challenge: How can they leverage AI’s power while maintaining the human elements that make RevOps successful? In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Navin Persaud, VP of Revenue Operations at 1Password, to discuss how AI is transforming revenue operations, why the GTM Engineer role is becoming crucial for modern businesses, and practical strategies for balancing automation with human expertise.

In the B2B tech industry, we often celebrate the brilliant engineers and technical experts who launch groundbreaking products. But what happens when these same individuals suddenly find themselves in the CEO’s chair? In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Pete Steege, the Founder of B2B Clarity, to unpack the challenges of the “accidental CEO” and help technical founders successfully transition into strategic leadership roles.

In this episode of The B2B Revenue Executive Experience, Sahil joins host Cory Cotten-Potter to share effective landing page optimization, the power of systematic A/B testing, and building a culture of experimentation in B2B organizations.

While companies are fighting for market share and struggling with efficient growth, most of them overlook one of their most powerful levers: pricing strategy. While companies obsess over product features and marketing tactics, pricing often remains an afterthought. However, according to Bill Wilson, Founder and CEO of Pace Pricing, this approach could be leaving significant value on the table. In this episode of The B2B Revenue Executive Experience, Bill joins host Cory Cotten-Potter to share why pricing should be treated as a core business function, not just a tactical afterthought, and learn practical strategies for implementing price changes that drive growth.

What Is a Disciplined Seller? A disciplined seller is a B2B sales professional who achieves consistent results through systematic execution of sales fundamentals rather than relying on charisma or luck. According to John Golden, Chief Strategy and Marketing Officer at Pipeliner CRM, disciplined sellers focus on preparation, mental resilience, and repeatable processes to build trust and drive performance.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter welcomes Miruna Dragomir, Chief Marketing Officer at Planable. Together, they share insights on how B2B social media has evolved from a checkbox task to a strategic growth channel, and how brands can scale by balancing polish with personality, redefining virality, and letting go of outdated rules.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter welcomes Kraig Swensrud, Founder and CEO of Qualified.com. Together, they share insights on the transformative impact of AI agents on B2B marketing and pipeline generation, particularly in replacing traditional SDR functions.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter welcomes Candice October, PJ Nisbet, Nalliby Haddad Cela, and Yuichi Abe, Managing Partners at ValueSelling Associates. Together, they discuss how organizations can successfully implement value-based selling methodologies across global teams while maintaining cultural relevance and driving lasting behavior change.

In this episode of The B2B Revenue Executive Experience, host Cory welcomes two powerhouse guests: Roland Griesmayer, Head of Revenue at GHD Digital, and Tony Cascio, Managing Partner at ValueSelling Associates. Together, they reveal how they transformed a 100-year-old engineering firm into a forecasting machine that hits quota to the dollar for six straight quarters.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Rob Auld, CRO at Readymode, to share how Readymode transformed their sales approach by reimagining the traditional SDR role and leveraging AI.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Jennelle McGrath, Founder and CEO of Market Veep, to share insights about transforming sales and marketing strategies in the manufacturing and industrial sectors while maintaining the human touch that makes these industries unique.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Karla Jo Helms, Founder and CEO of JOTO PR Disruptors, to share her innovative approach to PR that combines crisis management principles with advanced media algorithms to help companies build and protect their market position.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint, to share proven strategies for creating compelling thought leadership content that drives engagement and builds brand authority in B2B tech marketing.

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Julie Thomas, President and CEO of ValueSelling Associates, to reveal how entrepreneurs can transform their approach to sales from uncomfortable necessity to confident value creation. What You’ll Learn: How to transition from technical expertise to effective selling without compromising authenticity Why listening and questioning skills matter more than traditional "pitch and present" approaches The four fundamental questions every sales conversation must address to drive meaningful outcomes How to quantify value in a way that resonates with prospects and builds credibility The “Stop Selling > Start Solving” framework for transforming uncomfortable sales conversations into value-driven discussions Why AI will enhance but not replace the human elements of consultative selling Julie Thomas is the President and CEO of ValueSelling Associates and leader of Growist, bringing decades of sales leadership experience to help revenue leaders achieve unprecedented results. A former Gartner executive turned sales methodology expert, Julie has established ValueSelling as an award-winning training provider serving mid-size and enterprise companies worldwide. She is the author of the bestselling book “The Power of Value Selling: The Gold Standard to Drive Revenue and Create Customers for Life” and pioneer of the “Stop Selling, Start Solving” program designed specifically for entrepreneurs and small businesses.

Want to master the art of leading successful tech acquisitions? In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Alyse Daghelian, CRO at Rocket Software, to explore how she guided a $2.2B acquisition integrating 750+ employees. What You’ll Learn: Why leading with empathy and culture is crucial when integrating acquired teams The "Welcome Home" framework for making newly acquired employees feel valued and heard How to structure intentional face-to-face meetings to build momentum and unite teams around common goals Why data-driven account planning combined with field-level relationships drives successful cross-selling How to maintain cultural values through significant organizational change With a unique background in computer science, engineering, and sales leadership, Alyse brings over 25 years of experience from influential roles at IBM and ServiceNow. Prior to joining Rocket Software, she served as Global VP of Cloud Expert Services at IBM and Senior Vice President of Global Sales at ServiceNow.

What if you could transform your small business into an actual million-dollar machine? In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Ernesto Mandowski, Founder of The Million Dollar Machine, to dive into why so many entrepreneurs get stuck at the $1M mark and how to break through. Ernesto is a multi-faceted entrepreneur, author, and business consultant specializing in transforming businesses into momentum-driven machines. With over 15 years of experience, including leading the turnaround of a $100 million family-owned steakhouse chain, he has developed deep expertise in helping small businesses harness the power of technology for sustainable growth.

Traditional lead generation is no longer enough—B2B companies must focus on building real, lasting connections. In this episode of The B2B Revenue Executive Experience, host Cory sits down with Moaaz Nagori, Head of Marketing at ConvergeX Connections, to discuss the shift toward relationship-driven marketing. They explore the rise of B2B influencer marketing, the power of micro-events, and how businesses can create meaningful engagement beyond transactional networking. Moaaz shares best practices for hosting impactful events, measuring the ROI of relationship-building, and balancing short-term wins with long-term growth. His key insight? Only 1-3% of prospects are ready to buy at any time, but nurturing the remaining 97% can unlock major opportunities. Tune in to learn how to move beyond outdated lead-gen tactics and build a marketing strategy for sustainable success.