Revenue Xchange

Hosted by Davis Potter

Business Marketing

Website RSS feed

Episodes

Latest episode

Apr 2026

Language

EN-US

About the show

Revenue Xchange is forging the future of Account-Based GTM + AI. Davis Potter, CEO & Co-Founder of ForgeX, welcomes thought leaders, fields AMAs, critically evaluates vendors, and shares research-backed insights to help you elevate your programs and career. Join us as we explore the latest trends and strategies in ABM, and learn how to build a holistic go-to-market strategy that drives growth. Have any questions? Drop them here https://docs.google.com/forms/d/1f4hz20MIobLXrh2tWBIqgjzySUdrHPxCBh-fZgn02uo/edit

Listen to episodes

32 recent

April 7, 202632 min

RX17 - The Shift from ABM to Account-Based GTM: Why Standalone ABM Teams Are Being Reintegrated | Nancy Harlan, ABM Consulting

In this week's episode of the Revenue Xchange, host Davis sits down with Nancy Harlan, Founder of NCH ABM Consulting and former VP of Global ABM at Qlik and UiPath. Together, they break down why ABM is no longer a marketing initiative, how to structure an Account Investment Strategy across tiers, and what it takes to align marketing, sales, and CS around a single account list.Key Takeaways:1.) ABM Is a Company Strategy, Not a Marketing Tactic: When 90% of GTM resources commit to a defined account list, marketing, sales, and CS have to operate from the same playbook.2.) The Account Investment Strategy Defines the Tiers: Tier one is reserved for accounts that can drive millions in year-over-year revenue, not the thousand logos most teams want to label strategic.3.) Reintegrating Standalone ABM Teams Requires Cross-Functional Skills: As ABM gets folded back into demand gen and integrated campaigns, marketers need business fluency and account analysis chops, not just campaign execution.4.) AI Should Free Marketers for Strategy, Not Replace Them: The highest-leverage use cases sit in account research, ICP definition, and messaging creation, freeing time for analysis and refinement.Closing Note: Nancy brings a rare dual lens as both a former in-house ABM leader at two category-defining companies and an active consultant across a wide range of B2B organizations. For CMOs, CROs, and ABM leaders weighing how to restructure their teams or shift from ABM to Account-Based GTM, this episode offers a clear blueprint for aligning leadership, defining tiers, and building the investment strategy that holds it all together.

April 2, 202641 min

RX16 - Building an Always-On ABM Orchestration Engine | Justin Lopez, Bonterra

In this week's episode of the Revenue Xchange, host Davis sits down with Justin Lopez, ABM Manager at Bonterra. Together, they break down how Justin built a five-component ABM orchestration engine that runs on autopilot across thousands of accounts, and what it took to get there as a one-person ABM team.Key Takeaways:1.) Start With Closed-Won, Not Just Open Ops: Justin earned executive buy-in by leading with revenue outcomes, not activity metrics. That support unlocked budget, headcount, and cross-functional resources that made scaling possible.2.) ABM Orchestration Engine that WORKS: The engine connects account identification (6sense), contact enrichment (Clay), contact-level advertising (Influ2), personalization (Tofu), and sales execution (SalesLoft + Marketo) into a continuous, always-on motion.3.) Contact-Level Signals Changed the Sales Conversation: Shifting from account-level intent signals to contact-level ad engagement gave sales a fundamentally different starting point for outreach. Real-time Slack notifications with contact-level data replaced generic MQA alerts.4.) Quarterly Sales QA Keeps Targeting Honest: Justin runs recurring quarterly reviews where AEs and solutions architects audit segmentation filters live in 6sense, flagging bad fits and surfacing cross-sell opportunities before budget gets wasted.Closing Note: Justin's perspective is shaped by building this program from scratch over three years with no dedicated team. For ABM practitioners looking to scale while keeping sales alignment tight, this episode walks through the exact infrastructure, governance, and sequencing required to get there.

March 9, 202631 min

RX15 - 1:1 Enterprise ABM + Answer Engines: The Combination Most Teams Are Missing | Vincent DeCastro, ABMA

In this week's episode of the Revenue Xchange, host Davis sits down with Vincent DeCastro, Founder of The ABM Agency (ABMA). Together, they dig into what true 1:1 Enterprise ABM actually looks like in practice, and why answer engines are about to reshape how enterprise buying groups evaluate your brand.Key Takeaways:1.) True 1:1 Means Three Accounts, Not Fifteen: Vincent recommends a ceiling of roughly three accounts per ABM practitioner. Weekly strategic sessions with each account's sales team eat bandwidth fast, and quality drops beyond that.2.) Sales Partnership, Not Sales Enablement: Enterprise AEs have decades of relationship capital. The ABM practitioner's job is to extract that intelligence and amplify it, not show up claiming expertise the seller already has.3.) Answer Engines Are Reconstructing Your Brand in Real Time: Only 9% of buyers trust vendor websites, and buyers now trust answer engines more than salespeople. Vincent's team found that prompting about one vendor's pricing surfaced a competitor as the cited source three times.4.) AI Changes 1:1 Capacity, but Not How Most Think: The real unlock isn't templated landing pages with logos. It's using AI to evolve individual buying group journeys over time, adapting content based on engagement signals across months-long campaigns.Closing Note: Vincent brings a rare perspective as both a sales practitioner and an ABM agency operator. For GTM leaders running or considering 1:1 programs, this episode lays out where the bar actually sits, why answer engines are a blind spot in most programs, and where the whole model is heading.1 reply

February 20, 202642 min

RX14 - ABM and Demand Gen Have Converged. Now What? | Davis Potter

In this week's episode of the Revenue Xchange, host Davis unpacks the convergence of ABM and Demand Generation, introduces the concept of an Account Investment Strategy, and cuts through the noise on buying groups.Key Takeaways:1.) ABM and Demand Gen Have Converged: Standalone ABM teams are being reintegrated into demand gen organizations. The most mature programs are doing this thoughtfully by enabling demand gen teams with account-based principles, not just reshuffling org charts.2.) Think Account Investment Strategy, Not Just ABM: Instead of debating naming conventions, leaders should focus on how they deploy budget, resources, and capacity across accounts based on revenue potential and strategic importance, aligning one-to-one, one-to-few, and one-to-many models to what the business actually needs.3.) Buying Groups Are Not a Repackaged Trend: Buying groups are distinct from target personas. They represent the actual people involved in complex purchase decisions, and mapping these "buying group constellations" across business units and opportunities is critical for enterprise sellers.Closing Note: Davis delivers a grounded and candid look at how the GTM landscape is shifting beneath the surface. For marketing and revenue leaders looking to align their teams around a unified account strategy and cut through vendor-driven buzzwords, this episode lays out a practical framework for thinking about where and how to invest.

January 21, 202629 min

RX13 - 5 ABM Trends from 2025 Shaping the Future of B2B Marketing in 2026 | Davis Potter

In this week's episode of the Revenue Xchange, host Davis Potter kicks off 2026 with a solo deep-dive into the five biggest trends that shaped ABM and B2B marketing in 2025 and why they'll continue to dominate this year.Key Takeaways:The ABM Team Inversion: Large, mature organizations are reintegrating standalone ABM teams into demand gen, while smaller companies are spinning up dedicated ABM teams for the first time. This fascinating inverse trend is driven by ABM principles becoming foundational across all marketing functions.Account-Based Principles Are Now Table Stakes: For any non-transactional B2B sale, ABM principles (targeting, segmentation, cross-functional alignment) have become the underlying foundation for effective go-to-market strategy.The MQL Era Is Officially Over: The conversation has shifted from "do MQLs work?" to "how do we transition off of them?" Simply swapping to MQAs isn't the answer.Buying Groups Take Center Stage: The focus is moving beyond individual leads (MQLs) and whole accounts (MQAs) to buying group constellations, the people who actually make purchase decisions together.AI Moves from Isolated Tests to Integrated Workflows: AI adoption in ABM hit 91% in early 2025, and we're now seeing cross-functional AI workflows between marketing, sales, and CS teams.Closing Note: Davis delivers a sharp, data-backed overview of where B2B marketing stands heading into 2026. For GTM leaders looking to stay ahead, this episode provides a clear-eyed assessment of the shifts reshaping account-based strategy, plus a teaser for Part 2 featuring 10 predictions for the year ahead.

December 10, 202554 min

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.

November 28, 202558 min

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.

November 28, 202555 min

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.

November 7, 202555 min

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.

October 27, 202553 min

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.