Join us for an insightful discussion as we explore the evolving role of Revenue Operations (RevOps) with special guests Amy Cook and Ryan Westwood, founders of Fullcast. This episode is a unique opportunity to understand how RevOps is redefining traditional business operations by aligning revenue growth with organizational efficiency. Amy and Ryan share compelling insights from recent surveys, illustrating how the RevOps role is increasingly elevated, often reporting directly to CEOs, and navigating the priorities of both CROs and CFOs. This dynamic highlights the growing strategic importance of RevOps in influencing both revenue and margins.

Discover how RevOps is emerging as a crucial function for eliminating silos and ensuring alignment across sales, marketing, and customer success teams. Amy provides her perspective from the marketing side, emphasizing the transformative power of collaboration in breaking down old bureaucratic structures. Meanwhile, Ryan discusses the critical role of technology in managing sales territories, commissions, and forecasts to enhance the well-being and productivity of sales teams. Together, they highlight how fostering a silo-free company culture can lead to greater efficiency and success in achieving business goals.

We also explore the strategic vision behind Fullcast's recent acquisitions of Comissionly, EBSTA, and Atrium, aiming to build a comprehensive revenue operations platform. This move from fragmented solutions to a consolidated ecosystem addresses vendor fatigue and enhances efficiency for Chief Revenue Officers. Listen in as Amy and Ryan share their approach to integrating sales planning, forecasting, deal intelligence, and commission management into a unified platform, underscoring the market's evolving digital maturity post-COVID. The episode wraps up with a look at the transformative potential of AI technology in marketing, sales, and brand unification, and the exciting expansion towards an AI agency. Don't miss this engaging conversation filled with strategic insights and future-focused ideas.

(00:04) Evolving Role of Revenue Operations Leader

(10:18) Strategic Empowerment in Revenue Operations

(21:25) Building a Comprehensive Revenue Platform

(31:32) Expanding Benefits of AI Agency

What if you could revolutionize your sales process and boost your team's productivity without adding a single new hire? Join us as we uncover the transformative power of AI in sales with insights drawn from a compelling Salesforce study and engaging conversations with three seasoned sales leaders. Discover how AI is reshaping sales workflows, enabling teams to reclaim valuable time for direct customer interactions and driving substantial growth and value creation. We emphasize the critical role of structured initiatives in harnessing these capacity gains and how well-trained sellers can outperform their peers, ultimately generating significant revenue.

In another exciting segment, we explore how Chief Revenue Officers can leverage AI and coaching to maximize sales effectiveness. By reallocating time saved through AI into deeper, high-quality engagements, sales teams can seize opportunities even in limited-deal scenarios. Learn about the use of conversation intelligence as an early warning system to prevent lost deals, and get a sneak peek into the future of sales with a discussion on the shift from traditional SaaS contract pricing to usage-based models. Tune in for valuable insights from our guests and get ready to explore the evolving landscape of sales with industry innovators.

(00:05) Using AI to Drive Sales Efficiency
(07:33) Leveraging AI for Sales Improvement

(00:05) Using AI to Drive Sales Efficiency

This chapter explores how AI can drive value and efficiency within sales organizations, emphasizing that the future of sales is about collaboration between humans and technology. By reimagining workflows, sales teams can use AI to reduce non-selling time and increase direct customer interaction, ultimately boosting productivity. We examine a Salesforce study suggesting that by enhancing efficiency in five key areas, sales teams can reclaim 5% of their time for direct selling, potentially generating significant revenue without additional hires. The discussion highlights the importance of structured initiatives to maximize capacity gains and improve key performance indicators. Additionally, we touch on the impact of effective training, noting that well-trained sellers can significantly outperform their peers. Overall, the focus is on leveraging AI for both efficiency and effectiveness, aiming for substantial growth and value creation in sales organizations.

(07:33) Leveraging AI for Sales Improvement

This chapter focuses on the innovative ways CROs can harness AI and coaching to enhance sales effectiveness. I discuss how reallocating time saved through AI into deeper, higher-quality engagements can maximize opportunities in limited-deal scenarios. Additionally, I highlight the importance of using conversation intelligence to set up tripwires, allowing sales teams to detect and address issues in individual engagements early, thus preventing lost deals. Looking ahead, I introduce the upcoming topic for November, which examines the transition from traditional SaaS contract pricing to usage-based models. This shift involves moving revenue generation from upfront contracts to ongoing usage, posing new challenges and opportunities for sales organizations. I look forward to exploring this with revenue innovators across various industries.

Mike Groenevald, the Vice President of Global Sales at Everstage, takes center stage as we explore the exciting intersection of AI and sales. Known for his strategic insights, Mike reveals how Everstage is reimagining its role as a CPQ company to better serve its conservative customer base. Our discussion uncovers the transformative potential of AI, particularly in automating manual sales tasks like quote and proposal creation. By harnessing tools such as Slack and Teams to extract valuable information from CRM systems and call recordings, Everstage is empowering its sales teams to escape the administrative grind and focus on strategic activities that drive results.

Our conversation also ventures into the broader landscape of sales enablement, emphasizing AI's role in not just speeding up processes, but enriching them for more meaningful customer interactions. Mike's insights illustrate how AI is shifting the focus from merely saving time to maximizing the effectiveness of sales efforts, including transforming one-on-one coaching into scalable learning tools. We wrap up with a deep dive into the strategic use of CRM systems, where personal notes and alerts act as vital safeguards against information overload. Join us for this thought-provoking episode as we uncover AI's game-changing impact on sales success and the ongoing journey to refine these innovative strategies.

(00:05) AI in CPQ for Sales Growth

(08:54) Leveraging AI for Sales Enablement

(19:33) Maximizing CRM Notes for Sales Success

(00:05) AI in CPQ for Sales Growth

This chapter features a conversation with Mike, the Vice President of Global Sales at Everstage, where we explore the intersection of sales performance management and the company's recent pivot towards becoming a CPQ (Configure, Price, Quote) company. We discuss the conservative nature of Everstage's customer base and the cautious approach towards AI adoption, highlighting the potential of AI in automating manual tasks to enhance efficiency. I talk with Mike about how AI can significantly streamline the process of creating quotes and proposals, making it more accurate and less time-consuming. Mike shares insights into Everstage's innovative use of AI to automate the proposal creation process by integrating tools like Slack and Teams to gather information from CRM systems and call recordings, thus reducing administrative tasks for sales teams and allowing them to focus on more strategic activities.

(08:54) Leveraging AI for Sales Enablement

This chapter focuses on enhancing productivity through the strategic use of AI in sales processes. I share my perspective on how AI can not only speed up tasks like pre-call preparation but also enrich them, enabling deeper discovery during calls and more personalized interactions with customers. The conversation highlights the importance of using AI to improve the quality of work rather than merely increasing efficiency. We discuss how AI can transform one-on-one coaching sessions into scalable learning tools by recording and converting these sessions into easily accessible battle cards. This approach is aimed at improving win rates by focusing on better customer interactions and more impactful coaching. We explore how these methods relate to driving ROI in sales enablement, emphasizing the shift from time-saving to maximizing the effectiveness of sales efforts.

(19:33) Maximizing CRM Notes for Sales Success

This chapter explores the strategic use of CRM systems, emphasizing the importance of personal notes and alerts to streamline processes and maintain focus on key opportunities. We discuss the value of setting up "tripwires" to manage information overload and ensure that critical details, like competitor insights and pricing, don't go unnoticed. This approach allows for timely interventions, such as revisiting calls where follow-ups are lacking. Through

Phil Harrell, a seasoned revenue executive with a track record of scaling hyper-growth companies, joins me to explore how AI is set to revolutionize sales efficiency. We'll uncover the promise of AI in transforming selling time by reducing non-selling activities, even by a modest 1%, which can lead to significant productivity gains. We'll discuss strategic initiatives for making the most of saved time, ensuring that it's not left to individual sellers to decide. Listen as we project substantial long-term productivity improvements with the adoption of AI, despite the cautious steps being taken in this transformative journey.

Our conversation goes further into how AI can streamline crucial elements of the sales process. From enhancing data accuracy and identifying ideal customer profiles to standardizing sales pitches, AI stands to elevate every facet of sales organizations. We also delve into the role of AI-driven tools in reducing onboarding time and improving new reps' readiness, setting the stage for increased revenue. Bill and I express our excitement for AI's potential in addressing sales challenges like candidate fit and attrition. Join us as we anticipate future innovations and their impact on the sales landscape.

(00:05) Using AI to Drive Sales Efficiency

(12:36) Leveraging AI for Sales Efficiency

(19:54) Driving Sales Success With AI

(00:05) Using AI to Drive Sales Efficiency

This chapter focuses on the transformative potential of AI in enhancing the productivity of growth leaders in 2026. I am joined by Bill, a seasoned revenue executive with extensive experience in scaling hyper-growth companies. We explore the persistent challenge of increasing selling time and how AI offers a promising solution by improving efficiencies. By potentially reducing non-selling activities by even a conservative 1%, significant productivity gains can be realized. We discuss the strategic approach to redeploying saved time, emphasizing the importance of structured initiatives over leaving the decision to individual sellers. The chapter highlights the promising yet cautious adoption of AI, projecting substantial productivity improvements in the long term while recommending a conservative start for immediate impact.

(12:36) Leveraging AI for Sales Efficiency

This chapter focuses on the critical areas of efficiency and productivity in sales organizations, particularly the impact of AI on streamlining processes. We explore the importance of accurate account information and the identification of ideal customer profiles (ICPs) to enhance sales reps' effectiveness. By addressing common challenges such as contacting unsuitable prospects and improving data accuracy, we aim to significantly boost productivity. Additionally, we highlight the potential of AI in standardizing sales pitches and demos, especially in high-velocity sales environments. The chapter emphasizes the value of AI-driven role-playing and training tools to reduce onboarding time, enhance new reps' readiness, and ultimately increase revenue. We also express keen interest in emerging AI solutions for real-time role-playing feedback, underscoring the significant return on investment such innovations can provide.

(19:54) Driving Sales Success With AI

This chapter focuses on the transformative potential of AI in the sales industry, particularly in enhancing candidate fit, reducing ramp-up times, and tackling the persistent issue of attrition, which can reach up to 25% annually. We explore how AI can revolutionize the sales process by ensuring better alignment between candidates and roles, ultimately leading to more successful and long-lasting hires. The excitement around AI's impact on the future of sales is palpable, highlighting numerous opportunities for seasoned professionals to guide and adapt to these changes. I express my enthusiasm for the upcoming advancements and extend gratitude to Bill

Mary Shea, co-founder of Meerkat, Inc. graces our inaugural episode of The Innovative Revenue Leader podcast, sharing her expertise in sales transformation through AI. As a visionary in harnessing AI for revolutionizing sales strategies, Mary opens up about how Chief Revenue Officers can navigate the evolving tech landscape. She shares insights into her innovative strategies at Meerkat, Inc. where AI and channel partnerships are key to securing enterprise deals and preparing to introduce B2B sellers. This episode offers a deep dive into the dynamics of product-led growth and how sales teams can thrive in fast-paced growth environments.

(00:05) Revolutionizing Sales With AI in 2026

(15:16) Maximizing Sales With AI Integration

(00:05) Revolutionizing Sales With AI in 2026

This chapter introduces our podcast's inaugural guest, Mary Shea, who shares insights into the evolving role of sales within fast-paced technological environments. We discuss how the Chief Revenue Officer (CRO) can leverage AI to succeed in the coming years, with Mary shedding light on her experiences and vision at her company, Meerkat. The conversation explores the dynamics of product-led growth (PLG) and how sales teams can adapt to rapid growth scenarios. Mary describes how she and her co-founder are currently fulfilling sales roles, utilizing AI and channel partnerships to drive enterprise deals, while planning to introduce B2B sellers in the near future. We touch on the importance of understanding various go-to-market strategies and the pivotal role AI plays in scaling operations efficiently.

(15:16) Maximizing Sales With AI Integration

This chapter explores the integration of AI in enhancing the efficiency and effectiveness of B2B enterprise selling, as shared by Dustin Brown, a renowned expert in the field. We discuss how AI, while not inherently improving sales skills, can transform proficient sellers into highly efficient "machines." By processing vast amounts of data, such as earnings reports and calls, AI enables sellers to personalize their engagement with C-suite executives, ultimately optimizing ROI. The conversation highlights the transformative potential of AI in sales and sets the stage for future discussions on similar topics.

Unlock the secrets to elevating your role as a Chief Revenue Officer in a tech-driven world. Join me, Seth Marrs, as we explore how CROs can effectively harness technology and AI to drive success by 2026. This month, our podcast is buzzing with insights from three pioneering revenue innovators who dive deep into the evolving responsibilities of CROs. Listen in as they share their unique perspectives, practical strategies, and key actions to help you stay ahead in an ever-changing business environment.

Our expert guests provide actionable insights and expert feedback on the challenges and opportunities that revenue leaders face today. We synthesize their ideas for a comprehensive understanding of the future of revenue leadership, setting the stage for a new topic next month. Whether you're a seasoned revenue leader or aiming to become one, prepare for a thought-provoking conversation packed with insights you won’t want to miss. Join us and be part of the discussion that could redefine your approach to revenue leadership.