The Revenue Leadership Podcast with Kyle Norton

Kyle Norton, CRO at Owner.com, is interviewed by Everett Berry to break down exactly how to scale pipeline generation using applied AI and GTM engineering.
Scaling an SMB sales motion requires ruthless efficiency and a modern outbound automation stack. This episode covers how to integrate applied AI into your GTM strategy to dramatically increase decision-maker connect rates, streamline pipeline generation, and execute high-volume cold calling campaigns.
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Key Takeaways:
Automate pre-call research to maximize SDR output. By injecting AI-generated local name drops and personalized pain points directly into Salesloft, Kyle's reps can make 150 to 200 dials and connect with 20 to 30 decision makers daily - a 5x improvement from where they started.

Run GTM engineering pilots in small batches. Seat your applied AI specialists directly next to frontline reps so they can accurately assess impact. Test specific interventions—like shifting call blocks to 5:00 PM—so you're only handing proven workflows for broader application across the team.

Leverage executive personal branding for inbound recruiting. Publishing consistent, AI-assisted content on LinkedIn generates massive inbound applicant volume. In Kyle's case, this has completely eliminated the need for expensive external recruiting agencies.

Keep sales managers focused on core competencies. Let your applied AI team build the tech while managers focus on hiring and coaching. 

 
Chapters:
00:00 Episode Intro 
01:37 Scaling AI-Driven SMB Sales
03:43 The PICRIOS Cold Call Structure
06:25 Running GTM Engineering Experiments
08:38 Structuring an Applied AI Team
10:06 Automating Transactional SMB Sales
13:17 Future Go-to-Market Team Roles
15:39 Personal Branding for GTM Recruiting
18:52 AI Workflows for Content Creation
23:19 Finding Time to Learn AI Tools
26:38 Buying vs Building Data Stacks
28:33 Using Claude to Learn Tech Skills

Aviv Canaani, CRO at DataRails, joins Kyle Norton to break down exactly how to build a highly predictable, inbound-led revenue machine.
This episode details the transition from a purely outbound sales motion to a scalable inbound engine driven by demand generation and organic brand building. You will discover how to align marketing and sales, engineer an efficient B2B SaaS GTM strategy, and leverage AI tools to drastically increase pipeline generation and AE productivity.
Key Takeaways:
Account Executives should focus entirely on closing deals, not prospecting, to maximize per-rep efficiency and win rates.

Revenue leaders must treat GTM as a math equation, balancing pipeline volume, conversion rates, and AE capacity to forecast accurately.

Marketing must be held accountable for closed-won revenue because "...you don't count assists if the shooting guard didn't make the shot."

AI tools like Momentum and Clay can fully automate CRM updates and lead qualification, freeing reps to focus on active selling.

🎧 Tune into Topline Podcast (our other show!), the #1 podcast for founders, operators, and investors in B2B tech: https://www.joinpavilion.com/topline-podcast
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Chapters:
01:23 Path to the CRO Seat
05:13 Outbound to 90% Inbound
08:20 Investing in Organic Brand
12:33 Marketer Running Sales
16:39 AEs Should Never Prospect
21:13 Real Math Behind Quotas
27:31 Building Predictable Revenue
33:38 Using AI for CRM Data
43:47 AI Use Cases in GTM
51:58 Future of the CRO Role
55:05 Books for GTM Leaders

Most revenue leaders see a missed number and immediately jump to a solution: more training, new SPIFFs, or pricing changes. Product leaders isolate variables and solve for root causes.
Usha Iyer (Chief Customer & Growth Officer, President - US @ Hivebright) brings a developer's rigor, and a product leader's clarity to GTM. She explains why you should treat your GTM strategy like a product roadmap: test small, validate with data, and only scale what's proven to work.
Highlights include:
Input vs. Output: Why chasing results without fixing process inputs increases failure ratesThe SWAT Team Model: The safer way to scale processes
Churn Forensics: How to use control groups to diagnose retention issues (hint: it's rarely just pricing).
Friction Hunting: Stop selling the "happy path" and how to get at the truth.

Plus a lot more. And thanks for tuning in! Catch new episodes every Wednesday. 
Subscribe to Topline Newsletter.
Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech.
Join the free Topline Slack channel to connect with 600+ revenue leaders to keep the conversation going beyond the podcast!

 
Chapters:
00:00 Introduction: Usha Iyer's journey from engineering to revenue
03:52 Transitioning from product management to go-to-market leadership
07:34 The difference between winning in product versus sales
08:17 Identifying hidden customer friction points that data misses
12:19 How revenue leaders should communicate with product teams
13:36 Applying a product mindset to the sales process
15:56 Input-driven product development versus output-driven sales
21:48 Using data patterns and control sets to diagnose churn
34:46 Running hypothesis-driven experiments in GTM teams
37:39 Building data structures to track the customer journey
43:08 Experimenting with pricing and packaging strategies
46:02 Integrating onboarding directly into the product experience
52:00 Using SWAT teams to pilot new initiatives
56:16 Creating a culture of psychological safety for experimentation
01:01:05 Rapid fire questions and career advice

Crescendo went from zero to $100M ARR in under two years. And today's guest, CRO Michelle Donnelly, is leading the revenue team.
In a market where every AI competitor claims the exact same capabilities, Michelle argues that "trust me" sales tactics don't work anymore, and what her team is doing instead. She explains why she banned traditional sales demos in favor of building functional prototypes using prospect data (sometimes within 24 hours). Michelle also breaks down the transition to outcome-based pricing and how she she's working to compress new rep ramp time.
All this, and a ton more!
Thanks for tuning in. Catch new episodes every Wednesday. 
 
Subscribe to Topline Newsletter.
Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech.
Join the free Topline Slack channel to connect with 600+ revenue leaders to keep the conversation going beyond the podcast!
 
Chapters:
01:39 Introduction to Michelle Donnelly and Crescendo
04:54 Leaving Salesforce for a risky hardware startup
11:25 Leveraging your network to spot market trends
16:18 Navigating pivots and finding product-market fit
19:44 Selling amidst the noise of the AI market
25:50 The challenge of simplifying complex messaging
30:45 Strategic priorities for scaling revenue teams
33:18 Replacing standard demos with "show me" solutions
35:50 Building trust by becoming your customer's customer
40:21 Balancing high-level strategy with frontline realities
43:02 Maintaining focus with the rule of three
45:09 Using internal AI to accelerate rep onboarding
48:23 Rapid fire: Traits of great revenue leade

As EVP of Sales and CS at Insight Partners, Jeremey advises over 500 B2B SaaS companies. In this episode, he reveals why the top 10% of performers are actually expanding their outbound teams, not cutting them.
And we cover a ton, including:
The Outbound Paradox: Why winning companies are doubling down on SDRs while everyone else pulls back.

Build vs. Buy: Why purchasing point solutions right now is a "risky business" (and the case for building your own).

The Great Consolidation: How AEs are absorbing the SDR function and what it means for your org chart.

The CRO Differentiator: The one trait that separates good revenue leaders from the truly great.

Thanks for tuning in. Catch new episodes every Wednesday. 
Subscribe to Topline Newsletter.
Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech.
Join the free Topline Slack channel to connect with 600+ revenue leaders to keep the conversation going beyond the podcast!
 
Chapters:
00:00 Introduction and Jeremey Donovan's Career Journey
03:59 AI Adoption: Disillusionment vs. Reality
06:28 Shifting From Bottom-Up to Top-Down AI Innovation
08:29 Navigating Governance and the "AI Czar" Role
13:58 Why Disciplined Execution Trumps AI Tactics
16:11 AI for Performance Reviews and Real-Time Feedback
21:45 The Rise of "Build" and Agentic Coding
27:33 Augmentation, Outbound Sales, and Human Effort
41:40 The Build vs. Buy Debate in RevTech
52:13 Realistic Expectations for AI Productivity Gains
59:13 The Future of SDR and Solutions Engineer Roles
01:03:12 Redesigning Processes and Unbundling Roles for AI
01:13:06 Preserving Critical Thinking in an AI World
01:19:05 Quick Fire: Leadership, Hiring, and Hard Lessons