Revenue Xchange

In this week's episode of the Revenue Xchange, Davis goes solo to break down the identity crisis unfolding across B2B marketing titles, and why the convergence of ABM, demand gen, field marketing, and integrated campaigns all points to one thing: a unified account investment strategy. Key Takeaways: 1.) The Convergence Is Now in Job Postings: Autodesk, Samsara, QuinStreet, and Reputation are...

In this solo episode of the Revenue Xchange, host Davis breaks down what Account-Based GTM actually is in 2026 and why AI is maturing the ABM deployment models rather than breaking them. Key Takeaways: 1.) ABM is an account investment strategy, not a personalization tactic. The real work is allocating budget, resources, and human capacity across a target account portfolio so the ROI justifies the...

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:...

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 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 ceilin...

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 thoughtfull...

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 dedica...

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 siz...

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 ac...

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 sa...

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...

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 Str...

In this week’s episode of the Revenue Xchange, Davis is joined by Anna Tsymbalist, Head of ABM at Influ2. They explore how contact-level intent is impacting ABM strategies and why timing matters more than personalization. Key Takeaways: 1) Contact-Level Intent Signal Importance: Contact-level signals capture search behavior, third-party content consumption, and social activity for individual buyin...

In this episode of the Revenue Xchange , host Davis Potter sits down with Zach Diamond, Head of Revenue Marketing at Cognition (from recently acquired Windsurf). They unpack how modern marketing teams are rethinking messaging, events, and AI operations inside high-growth, enterprise AI companies. Key Takeaways: ) Narrative Is the Strategy: Zach explains why the story, not just the channels, must d...

In this week’s episode of the Revenue Xchange, host Davis sits down with Robert Norum, ABM & Demand Strategy Expert at B2B Marketing. Together, they unpack how to align your entire organization for ABM success in the AI era. Key Takeaways: 1.) The Full Stack ABM Model : Structure your ABM program across three tiers (one-to-many, one-to-few, and one-to-one) so marketing, sales, and customer suc...

In this week’s episode of the Revenue Xchange, host Davis sits down with Amanda Heredia, Principal ABM Strategist & Founder at ABX Stack. Key Takeaways: 1) Four-Badge Qualification System: Replace one-size-fits-all account scoring with  distinct badge types. Each representing a different buying motion with specific signals, owners, and expiration windows. 2) Signal Stacking is Non-Negotiable:...

In this week's episode of the Revenue Xchange, host Davis Potter leads an interactive session on operationalizing buying groups in ABM. Davis breaks down why buying groups aren't replacing ABM but rather represent the evolution of account-based strategy beyond outdated MQL models. Key Takeaways: 1.) Buying Groups ≠ Glorified Lead Lists: Most organizations treat buying groups like contact...

In this week's episode of the Revenue Xchange, host Davis sits down with Vincent DeCastro, President & Founder at ABMA. Together, they explore how AI is fundamentally reshaping B2B search behavior and what marketers must do to adapt before it's too late. Key Takeaways: 1) Zero-Click Search is the New Reality : 67% of B2B search results now end without clicking through to websites, as...

In this week’s episode of the Revenue Xchange, host Davis Potter sits down with Jen Leaver, Senior Director of Demand Generation at Rithum. Together, they explore the convergence of ABM and Demand Generation, examining whether these strategies are *actually* converging and what that means for a modern B2B marketing strategy. Key Takeaways: 1.) ABM and Demand Gen Are Two Lenses of the Same Revenue...

In this week's episode of the ForgeX Files, host Davis sits down with Mason Cosby, Founder and CEO of Scrappy ABM. Together, they unpack why most ABM programs crash before they ever take flight. Key Takeaways: 1.) Leadership Buy-In is Essential : ABM programs often collapse when they are initiated without strong sponsorship from senior leadership. 2.) One Person ≠ Strategy + Ops + Content : E...

In this week's episode of the ForgeX Files, host Davis Potter welcomes Marcus Hiles, SVP of Strategy at Just Global. They break down ForgeX's State of ABM 2025 Report (sponsored by Just Global), exploring the data-backed insights shaping the future of ABM. The discussion covers emerging trends, operational challenges, and what GTM leaders need to start thinking about for 2025. Key Takeaw...

In this week’s episode of The Forge X Files, host Davis Potter shares 7 of the biggest shifts shaping account-based go-to-market strategies in 2025. From fixing misaligned revenue teams to debunking the "new GTM" myth. Key Takeaways: 1. Closing the Alignment Gap: How ABM and product marketing collaboration is essential for messaging, segmentation, and strategy. 2. Unified Target Account...

In this week's episode of the ForgeX Files, host Davis Potter welcomes Dan Potter, VP of Product Marketing at Qlik, for a discussion about the revenue-crushing misalignment between Account-Based Marketing (ABM) and Product Marketing teams. Key Takeaways: 1.) What Great Alignment Looks Like: Practical strategies for breaking silos and building a unified GTM strategy between ABM and Product Mar...

In this episode of the ForgeX Files, Davis Potter dives into the intricacies of Account-Based Go-to-Market strategies with Tyler Pleiss, Associate Director of Growth Marketing, Movable Ink and a member of the executive council at ForgeX. Tyler has recently authored an in-depth guide on Account-Based GTM , offering valuable insights that are crucial for anyone looking to enhance their marketing str...

In this episode of the ForgeX Files, host Davis Potter is thrilled to welcome Tom Zawacki, President of Enterprise Solutions at Data Axle. Tom brings a unique perspective from his rich background in B2B marketing, providing a deep dive into the evolution of attribution. Key Takeaways: Historical Perspectives on Marketing: Tom discusses his journey from the early days of the internet to the forefro...