Revenue Optimization Radio by Altify

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Building a level 3 strategic seller – and strategic sales force


Most tenured salespeople think of themselves as strategic sellers, but do they really have the skills? The real judge and jury is the customer.  Are you perceived as a professional seller vs. those you compete with? The harsh reality is that you are compared, whether you like it or not? This episode will explore the different levels of sales expertise and what good looks like.

About our guest:

He has spent his entire professional career transforming sales organizations and moving sales metrics for the Sales Executives he works for. His passion is leading sales force effectiveness through sales enablement strategy building, sales metrics design, customized sales and sales management training.

He has 20 years of sales and sales management experience in strategic software and services sales, earning multiple sales honors and recognition from clients all across the globe. As a Sales Enablement Leader, he continues to use this experience in the designing & leading of Global Sales Productivity initiatives, building and managing delivery teams further gaining vital knowledge of what it takes to consistently succeed and how to avoid failure.

So where do you find a sales scientist?


With the explosion of technology and the macro-trend of digital sales transformation, sales is aggressively moving from art to science. Where do you find sales scientists? And what’s required to build a sales scientist. Cari Baldwin joins us to talk about how you build the next generation of sales scientist to join your revenue team.

About our guest, Cari Baldwin

Cari is an inventive, data-driven professional with more than 20 years of marketing achievement. Through up-to-date knowledge of the latest technology in my field, she has been able to generate consistent powerful results. A marketer by trade, she has been able to drive healthy business growth through her expertise in multiple revenue models, and through productive collaboration with sales teams. 

She's drawn to the challenge of educating the next generation of marketers, and providing the opportunity to make career dreams come true. A highlight of her career has been designing and implementing curriculum for Greenfig, where the focus on making our students job ready based on the skills required in the digital economy. 

Cracking the Code on Sales and Marketing Alignment


You need to LISTEN to this episode. Lance Walter walks us through the difference between hearing and listening, as well as how sales and marketing can actually integrate with a lot of success in an organization. The code is right in front of you. Get ready to shake up how you've been doing it somewhat successfully to taking it much further.

About our guest: Lance Walter, CMO

Lance Walter has more than two decades of Enterprise Product Management and Marketing experience. Lance started his career in technical roles at Oracle Corporation supporting enterprise relational database deployments. Since then, Lance has worked at industry leaders like Siebel Systems and Business Objects, as well as successful startups including Onlink (acquired by Siebel Systems), Pentaho (acquired by Hitachi Data Systems), Aria Systems, Capriza. Lance’s first experience with alternative database platforms was at Arbor Software, the pioneer of the multi-dimensional database / OLAP market.

Twitter: @lancewalter


Women In Revenue – What it takes to attract and retain the top talent



In this session, host Patrick Morrissey interviews Tracy Eiler about what it takes to attract and retain women in revenue. 

Top players that increase revenue are in demand, be it attendance at a professional game or products sold in B2B. Recruiting top revenue creators is taking on a new urgency as companies realize there is competition for talent and those that know how to recruit win over those that don’t know it is a skill.

Specifically, many companies have found that women in revenue creation and management often are judged to be especially prized as a recent report from CSO Insights - 2018-2019 SALES PERFORMANCE STUDY specifically points out. This is an annual survey of nearly 900 B2B companies that says women in revenue are especially sought and valued.

About Tracy Eiler

Currently an Executive at Inside View

Revenue-driven SaaS marketing executive with “core DNA” in demand generation and awareness. Co-author of “Aligned to Achieve: How to Unite Your Sales & Marketing Teams into a Single Force for Growth” (Wiley, 2016). Eiler has driven marketing strategy for companies with a variety of revenue models including freemium, high velocity/small business, midmarket, enterprise, and OEM. Start-up, public company, and M&A experience. Marketed to line-of-business executives, end users, IT, and C-suite. Metrics-driven across all initiatives. Roll-up-the sleeves attitude with a strategic and creative outlook. Professional recognition includes: named a B2B Demand Marketing Game Changer, Top 20 Women to Watch in Sales Lead Management, Most Influential Women in B2B Marketing Technology, and Top 35 #WomenInSales.

AI & The Rise of the Account Based Approach to Everything


The two biggest buzzwords in sales and marketing are ABM and AI. In this interview, Nipul Chokski, VP of Marketing and Lattice Engines cuts through the jargon to talk about how account based marketing and AI improve sales and marketing, and increase revenue.


Predictable Revenue Radio is sponsored by Altify and hosted by Altify CMO Patrick Morrissey.

Startling Results: Altify’s 2019 Customer Optimization Study


Host Patrick Morrissey interviews Altify’s Sr. Director of Product Marketing, Nigel Cullington about the results of Altify’s Customer Optimization Benchmark Study. Pat and Nigel discuss  the report results which show  dramatic shifts underway for companies attempting to drive top-line results. Customer Optimization appears to be the secret sauce for these companies as they look at sales and marketing leadership and execution.

  • Revenue Growth is the top Priority (Optimizing for growth starts with people)
  • Digital Transformation and the rise of AI continue to disrupt the landscape (Trust is in a precipitous decline)
  • Companies are focusing on sales effectiveness to drive revenue (with some limited results)
  • Sales Teams require more investment
  • Win rate is directly tied to deal qualification and forecast accuracy

The 29 page report, loaded with graphics and charts is discussed at length.   

Down load the report here: 


Customer Revenue Optimization Benchmark Study

The research report is reviewed on the Sales Lead Management Today blog and has earned a Recommended Read badge.


Predictable Revenue Radio is hosted by Patrick Morrissey and is sponsored by Altify.

Altify's CRO applications helps thousands of salespeople, sales leaders and executives achieve sustained customer revenue optimization and sales success.

Building pipeline from Series A to scale


The challenge to driving predictable growth is building pipeline. This week we’re talking about how to monetize and build pipeline starting starting with Series A to scale. Patrick's guest is Ursula Ayrout, CEO of Measure Co. 

Scaling for Growth, Lessons Learned the Hard Way – Podcast with  John Kreisa


In the intersection of sales and marketing in a growing company there are always lessons learned the hard way, but once learned they can stay with you. 

Live from Dublin, Ireland and San Jose, CA: How do you go from innovative new technology to building and owning a category? That’s the question will dig into with John Kreisa, VP Marketing at Hortonworks – one of the fastest growing tech companies in history. We’re going to talk about the ins and out, challenges and difficulties of creating and scaling a category.

  • Finding repeatable processes
  • Hiring entrepreneurial spirited people
  • New ventures put sales and marketing close in the same foxhole and from that both learn
  • Why marketing and sales has to be a partnership

About our guest, John Kreisa:

John brings over 20 years of experience in technology marketing leadership to Hortonworks and is responsible for the strategy and execution of all of its marketing activities. Most recently, John led the Data Storage marketing activity at Red Hat via the acquisition of Gluster Inc. Prior to Gluster, John held various marketing roles at Cloudera, MarkLogic, Business Objects John holds a BS in Computer Science from The University of Texas in Austin.


Predicable Revenue is hosted by Patrick Morrissey and sponsored by Altify the sales transformation software company.

The Role of Customer Success on the revenue team


Everyone talks about customer success, but what is it? How to do you measure it and what’s part does Customer Success Play on the revenue team. Fundamentally, customers success is about ensuring customer value and revenue protection. Patrick's guest for this episode is Bob Slaby, Chief Customer Officer, Altify. 

Pat Morrissey Asks Sunny Bliss: Why do So Many Customer Experiences Suck?


Success in selling is all about understanding people and problems. But the best of the best take it to another level by delivering exceptional customer experiences. Sunny Bliss joins Predictable Revenue Radio to talk about what exceptional sales and account management looks like, the importance of methodology and how to craft a successful sales presentation.

Sunny is Director of Strategic Accounts at New Voice Media, the cloud contact center designed for Designed for the needs of sales and support teams, New Voice Media designs solutions to help companies make their customers feel great every time.