Revenue Xchange

• RX 12 - How to build a unified account-based GTM that aligns marketing and sales around the right accounts and buying groups| Dan Sperring, CEO & Founder, Align ICP

  In this week’s episode of the Revenue Xchange, host Davis sits down with Dan Sperring, CEO and founder of AlignICP. Together, they unpack why most companies struggle with ICP segmentation and how misalignment between marketing and sales undermines ABM programs before they start.Key Takeaways:Segmentation Must Include the Full Revenue Lifecycle: Most teams only optimize for win rates and deal size, but ignore retention, expansion, and customer lifetime value. This leads to acquiring customers that churn before payback, destroying unit economics.Different Teams Define “Best Customer” Differently: Marketing and sales often select segments based on highest win rates, while CS and product prioritize retention and expansion. Without unified segmentation that creates wins for every function, your campaigns are dead on arrival.Buying Groups Vary by Segment AND Revenue Motion: The contacts involved in an initial sale can differ from those in expansion or cross-sell. Overlaying a generic buying group framework without segment-specific analysis compromises your entire targeting model.Closing Note: Dan provides a direct assessment of the data gaps and operational challenges that prevent GTM teams from making informed segmentation decisions. For ABM and demand gen leaders building target account strategies, this episode outlines the analytical foundations required to align teams around accounts that drive compound revenue growth.

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• RX 11 - Building a 1:few ABM Program: How to Lead with an Iterative Mindset | Marlee McDonald-Yepes, Account-Based Marketing Manager, Global Enterprise, Coursera

  In this week’s episode of the Revenue Xchange, host Davis sits down with Marlee Katlyn McDonald-Yepes, ABM Manager, Global Enterprise at Coursera. Together, they unpack how to successfully launch and scale a 1:Few Enterprise ABM pilot.Key Takeaways:Start Small and Focused: Limit your pilot to 25-30 accounts per industry in a single geo. Attempting to launch across multiple regions or too many accounts simultaneously sets you up for failure.Build the Right Team Structure: You need dedicated ops support, clear decision-making frameworks (RACI), and cross-functional partnerships. One person cannot execute strategy, operations, and content creation alone.Launch Before It’s Perfect: Get your foundation in place with existing content before waiting for industry-specific assets. Use early phases to work through ops complexity, routing, and enablement while showing quick wins.Closing Note: Marlee provides proven best practices for launching 1:Few Enterprise ABM programs, emphasizing the importance of setting realistic expectations, maintaining leadership alignment, and treating the pilot as an iterative test. For ABM practitioners building their first programs or optimizing existing, this episode outlines the critical infrastructure and mindset shifts required to move from planning to execution.

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• RX 10 - Building Your FY'26 Marketing Plan | Mindy Johnson, Sr. Demand Generation Manager, Bill

  In this week's episode of the Revenue Xchange, host Davis sits down with Mindy Johnson, Sr. Demand Generation Manager at Bill. Together, they unpack how to build a marketing plan that aligns with business goals and drives revenue impact.Key Takeaways:1.) Start with Your North Star: Align marketing goals with business objectives before getting into tactics. Cross-functional alignment with sales, BDR, and revenue ops is critical from day one.2.) Use Data to Drive Targeting: Build an ABM ROI model using historical closed-won data to identify high-value accounts and determine where to place your biggest bets.3.) Balance AI with Human Connection: Leverage AI tools like Clay and User Gems for efficiency and personalization, but reserve tier-one accounts for high-touch, human-driven plays like field events and direct mail.Closing Note: Mindy provides a practical framework for 2026 planning, emphasizing the importance of signal-based prioritization, clear SLAs between teams, and relationship building as the foundation for successful ABM programs. For demand gen and ABM leaders, this episode outlines how to move from fragmented campaigns to strategic, revenue-focused execution.

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• 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, triggers, and timelines creates natural alignment across marketing and sales.2.) Revenue Pods Drive Real Collaboration: Weekly cross-functional pods bringing together AEs, BDRs, and field marketers create proximity and relationship building that transforms execution. This isn't alignment, it's connection at the territory level.3.) Incentivize Deal Progression, Not Just Creation: Shifting BDR compensation to reward advancing deals rather than just generating them creates better buyer experiences and builds trust throughout the sales cycle. Accounts are a limited resource, not an unlimited one.Closing Note:Hailey offers a practical blueprint for restructuring GTM operations around the buyer journey. The message is clear: proximity breeds collaboration, and collaboration drives results. For revenue leaders looking to move beyond surface-level alignment, this episode provides the tactical framework for building truly connected go-to-market teams.

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• 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, ignoring cultural and market differences kills programs.3.) Speed vs. Scale: Startups launch campaigns in weeks with lean teams, while enterprises work through longer timelines and complex approval processes.Closing Note: Amber brings 15 years of ABM experience across organizations ranging from Series C startups to billion-dollar enterprises. Her perspective is clear: there’s no universal ABM playbook. Success requires understanding your organization’s structure, funding model, and capacity, then building accordingly.

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