Imagine integrating AI into your marketing strategy to automate workflows and drive measurable results across your team.In this episode of Revenue Makers, Rachel Truair, CMO at Simpro Software, shares her experience of embedding AI within her marketing organization. Rachel talks about her team’s shift from initial AI experimentation to fully operationalizing AI. She highlights how AI is now embedded in everything her team does, from optimizing workflows to building better customer personas. She also gives practical examples of how AI tools are transforming processes, increasing efficiency, and enhancing customer insights.
In this conversation, you’ll hear about:The cultural shift required to adopt AI across marketing teamsHow AI is used to automate workflows, campaigns, and inbound outreachThe importance of data-driven decision-making and how AI supports this processThe role of AI in voice of the customer initiatives and digital twins for persona-buildingJump into the conversation:
(00:00) Introducing Rachel Truair
(01:37) The importance of AI experimentation
(03:42) From foundational to operational AI
(05:32) Cultural shifts and AI integration
(07:55) Voice of the customer and digital twins
(17:03) AI in content creation and SEO
(19:17) Building a competitive moat in AI search
(23:38) Experimentation and team dynamics
(24:39) AI-Driven campaigns and web strategy
(29:11) Automating outbound and inbound outreach
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36:52
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36:52
The Growth Marketing Episode
What if your marketing budget could actually build pipeline instead of just plug holes?In this episode of Revenue Makers, Alana Hass, Head of Integrated Campaigns and Growth Marketing at FireMon, shares her 20 years of experience in B2B tech marketing. She discusses the value of strategic budget planning, the role of consistent brand messaging in long-term growth, and how marketing budgets should be viewed as investments in trust and pipeline. Alana also explores the evolving landscape of growth marketing and the need for cross-functional collaboration.In this conversation, you’ll hear about:The importance of planning marketing budgets for consistency and long-term impactHow brand trust is essential for building pipeline and opportunitiesThe interplay between brand, demand, and growth marketingReal-world examples of how consistent brand messaging drives resultsJump into the conversation:(00:00) Introducing Alana Hass (02:30) Why marketing budgets should focus on long-term consistency(05:10) The impact of human behavior on B2B buying decisions(08:00) How brand trust drives pipeline growth(11:20) Balancing short-term needs with long-term brand-building(13:40) The role of cross-functional teams in growth marketing(16:00) Showcasing brand impact through measurable results(19:15) Real-world examples of growth marketing at FireMon(22:00) Aligning marketing and sales for maximum impact(25:10) How consistent branding shapes strategy and results
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29:52
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29:52
A Human-Centric Approach to Sales and Marketing
Sales and marketing alignment may sound straightforward, but it’s often reduced to process charts and dashboards, rather than focusing on the people doing the work.
In this episode, Lia Davidson, CMO at EAB, joins Adam and Saima for a refreshingly honest conversation about what real alignment looks like inside complex organizations. She shares how building trust with sales didn’t come from structure or incentives, but from solving problems together and staying radically candid.
Lia also unpacks the moment she realized marketing needed to stop celebrating metrics that didn’t match sales outcomes—and how shifting to shared KPIs changed everything. Plus, why personality tests, casual hangs, and a simple phone call can outperform strategy offsites.
In this episode, you’ll learn:Why marketers should rethink their funnel language to reflect real sales impactHow to lead with empathy when functional teams aren’t getting along
What happens when marketing and sales review pipeline togetherHow to create team alignment without reporting lines or reorgsJump into the conversation:
(00:00) Introducing Lia Davidson and sales-marketing alignment
(02:47) The human side of misalignment and why process alone doesn’t fix it
(04:38) How Lia’s early sales experience shaped her approach as a CMO
(06:44) A people problem disguised as a pipeline problem
(08:15) The offsite that solved misalignment without touching strategy
(10:19) Why marketing can’t claim green if sales is red
(12:52) How Lia celebrates marketing wins while staying tied to revenue
(14:32) Building one team without a shared reporting structure
(18:59) Why “one funnel mentality” is more than just a slogan
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23:46
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23:46
Build Your First AI Teammate This Week
AI is changing how marketing teams work, but it’s not just about new tools — it’s about shifting mindsets and building a true partnership between humans and AI.In this episode, Liza Adams, a former big tech marketing executive turned AI and marketing advisor, shares how she helped a marketing team transform by integrating AI “teammates” alongside humans. With 25 marketers and 25 AI agents working together, this case study demonstrates how AI can deliver real value by automating repetitive tasks, enhancing creativity, and enabling more informed decision-making.Liza breaks down how to start small with AI, aligning use cases with business goals and leaning into early adopters who inspire the rest of the team. She also emphasizes the importance of AI literacy and empathy in managing fears and resistance while sharing practical tips on integrating various AI tools to minimize errors and enhance outcomes. This episode goes beyond theory, providing a grounded examination of how AI is reshaping marketing organizational charts and workflows as we speak.In this episode, you’ll learn:What it means to think of AI as a teammate, not just a toolHow to identify the best AI use cases by aligning with strategic priorities or pain pointsWays to build AI literacy and manage change with empathyTips for combining AI models to reduce hallucinations and improve accuracyJump into the conversation:
(00:00) Introducing Liza Adams and the AI teammate concept
(05:30) Real AI use cases transforming marketing workflows
(09:00) Aligning AI projects with strategic initiatives
(11:00) Case study: shrinking human headcount, growing AI agents
(15:40) Overcoming fear and resistance through empathy and education
(18:10) AI literacy as foundational for smart adoption
(20:20) Legal and policy considerations in AI rollout
(25:00) Practical prompts and ways to reduce AI hallucinations
(28:30) Career moments and marketing myths busted
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30:23
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30:23
Turning Every Event Into A Growth Engine
Events have always been a powerful way to connect, but in the world of B2B marketing, they often don’t get the recognition they deserve as a proper growth channel. Today, event-led growth is making a strong comeback, particularly as people yearn for genuine human connection in a tech-heavy, AI-driven world. When done right, events become much more than a one-time experience. They are strategic moments that drive revenue, build relationships, and fuel pipeline growth.In this episode, Kate Hammitt, VP of Marketing at Cvent and an event marketing veteran, shares insights from her extensive experience running events, from the US Open to major trade shows. She breaks down how event-led growth is evolving, why rigor and data are crucial, and how to create events that not only deliver exceptional experiences but also generate ongoing value through content and follow-up. Kate also shares smart tips on measuring success, curating the right audience, and using personalization to make every event meaningful.In this episode, you’ll learn:What event-led growth means, and why it needs a clear strategyHow to measure event success beyond just attendance and anecdotesWays to use data and AI to personalize and elevate event experiencesPractical advice for identifying gaps in your buyer’s journey where events can add the most valueJump into the conversation:
(00:00) Introducing Kate Hammitt and event-led growth
(05:19) Defining event-led growth and the role of strategy
(07:24) Post-event follow-up and measuring impact
(09:30) What makes a good event
(10:22) Content creation and attendee experience
(12:04) Trends in personalization and peer connections
(15:06) How clients are shifting event budgets and formats
(16:23) Using data and AI to personalize events
(19:04) Kate’s favorite events and career highlights
(20:22) Advice for starting or scaling an event program
There's so much noise when it comes to marketing and sales strategies, and it can be hard to differentiate between the junk and what will actually drive impact. We’re here to help make sense of the nonsense.
Through conversations with other revenue leaders, we’re going to explore the projects and campaigns they’ve executed to drive their business forward.
Whether mundane or illogically ridiculous, we’ll share key insights as we break down how, and why, they were successful in making revenue.
Proudly brought to you by 6sense, let’s make sense of the strategies others have tried so you can be one step ahead of the rest.
Ireland