Predictable B2B Success

<p>What if every impression you made at work was as powerful as your first? In this episode of Predictable B2B Success, Vinay Koshy speaks with serial entrepreneur, sales leader, and author Glenn Poulos. Glenn’s three-decade journey from technical sales rep to building and selling companies is packed with real-world wisdom. He reveals why a thriving sales culture is not about luck, but about structure, core values, and the courage to leap, even when fear is loud.</p> <p>Hear the story behind his book, “Never Sit in the Lobby,” and how the lessons he began jotting down in 1985 became actionable strategies anyone can use to win clients and build lasting relationships. Discover Glenn’s approach to assembling high-performing sales teams, why onboarding and core value buy-in are non-negotiable, and how simple shifts in communication can transform results and reputations.</p> <p>Whether you’re a leader struggling with turnover, a founder ready to scale, or fascinated by what makes top sales organizations tick, this episode is filled with candid stories, practical frameworks, and memorable tactics you’ll want to try starting today.</p> <p>Some topics we explore in this episode include: </p> <ul><li><b>Glenn Poulos’s Sales and Entrepreneurial Journey</b>: His career path, company exits, and industry moves.</li><li><b>Why and How He Wrote "Never Sit in the Lobby"</b>: The motivation and process behind the book.</li><li><b>Risk-Taking and Overcoming Fear in Business</b>: Practical frameworks for pushing past fear and launching ventures.</li><li><b>Building Customer-Centric Companies</b>: Operationalizing exceptional customer service.</li><li><b>Sales Team Structure &amp; Metrics</b>: Organizing sales departments, roles, and compensation.</li><li><b>Core Values in Hiring and Culture</b>: Identifying and maintaining strong team cultures and values.</li><li><b>Common Pitfalls in Sales Organizations</b>: Mistakes like unclear roles and poor onboarding.</li><li><b>Strengthening Customer Relationships</b>: Methods to be a consistent pleasure to work with.</li><li><b>Communication and Active Listening</b>: Why rapport and listening trump talking in sales.</li><li><b>Transforming Teams into Revenue Machines</b>: Systematic approaches for turning sales teams into high-performing, aligned organizations.</li><li>And much, much more...</li></ul> <p><br /></p>

<p>What happens when a demand generation specialist steps out from the comfort of high-growth SaaS startups to launch a growth marketing agency dedicated to quality over quantity? In this episode of Predictable B2B Success, Vinay Koshy speaks with Scott Gelber, founder of SIG Marketing, whose innovative approach has generated over $3.6 million in qualified inbound pipeline for Series A and Series B SaaS companies—all fueled by the power of Google Ads.</p> <p>Curious why Google Ads is not always a perfect fit for every SaaS business, or how to focus on prospects that truly make a difference? Scott Gelber shares lessons from his transition to agency life, revealing the criteria he uses to identify ideal clients and the frameworks he uses to prioritize qualified opportunities. Discover why automated bidding strategies may not work for B2B SaaS, the secret to optimizing landing pages, and the real math behind advertising ROI.</p> <p>Whether you are a SaaS marketer, founder, or growth enthusiast, this episode uncovers the building blocks of success in digital marketing and challenges conventional wisdom on ad strategy. Tune in for actionable insights you will not hear anywhere else.</p> <p>Some topics we explore in this episode include:</p> <ul><li><b>From In-house to Agency</b>: Scott Gelber describes his shift from demand gen specialist to marketing agency founder.</li><li><b>Mindset &amp; Strengths</b>: The importance of constant testing, innovation, and learning in demand generation.</li><li><b>Ideal SaaS Clients for Google Ads</b>: Key criteria for targeting Series A/B SaaS startups, including market size and product maturity.</li><li><b>Market &amp; Product Fit</b>: Why total addressable market and category familiarity matter for Google Ads success.</li><li><b>Lifetime Value &amp; Pricing</b>: How average contract value and competitiveness influence campaign feasibility.</li><li><b>Google Ads as a Lead Entry Point</b>: Using ads to start conversations, including follow-up and multi-channel touchpoints.</li><li><b>Campaign Setup &amp; Optimization Framework</b>: Scott Gelber’s step-by-step process for campaign structure, reporting, and keyword selection.</li><li><b>Landing Pages &amp; Ad Copy</b>: Strategies for developing relevant landing pages and differentiating ad copy.</li><li><b>Managing Multiple Personas</b>: Balancing messaging and campaign structure for companies with diverse buyer types.</li><li><b>B2B SaaS Ad Strategy vs. Common Advice</b>: Why B2B SaaS firms should prioritize manual bidding and tight targeting over Google’s automated recommendations.</li><li>and much, much more...</li></ul>

<p>Welcome to Predictable B2B Success. In this episode, Vinay Koshy interviews John Cousins—investor, tech founder, and educator—whose MBA ASAP program has helped over 30,000 students worldwide. Learn how John turns business theory into practical advice for founders at every level.</p> <p>Hear why John created MBA ASAP, how mental models and curiosity drive founder success, and his approach to simplifying business concepts. Get practical tips on financial literacy, pricing, and common pitfalls for entrepreneurs.</p> <p>Want actionable business advice and new ways to think about B2B success? Listen in for practical strategies you can use now.</p> <p>Some topics we explore in this episode include: </p> <ul><li><b>John Cousins’ Career Path</b> – His trajectory from engineering to business, teaching, writing, and investing.</li><li><b>Creation and Purpose of MBA ASAP</b> – Addressing the gap between academic business education and real-world practices.</li><li><b>Educational Techniques</b> – Making complex business topics simple and actionable through practical examples.</li><li><b>Mental Models</b> – Using frameworks for strategic thinking and decision-making in business.</li><li><b>AI and Automation</b> – Impact of AI on business operations, vibe coding, and leveraging tech tools.</li><li><b>Decision-Making Processes</b> – Heuristics, Bayesian analysis, and strategies for faster, smarter choices.</li><li><b>Financial Literacy</b> – Simplifying accounting concepts and why finance matters for founders.</li><li><b>Iterative Market Testing</b> – Applying the “ready, fire, aim” philosophy to test product demand via email and feedback.</li><li><b>Pricing and Revenue Strategies</b> – Finding optimal pricing, avoiding underpricing, and scaling revenue.</li><li><b>Skill Stacking</b> – Building complementary skills like reading, sales, and negotiation to excel in business communication.</li><li>And much, much more...</li></ul> <p><br /></p>

<p>What if scaling your B2B SaaS business could be as simple as asking, “Who, not how?” In this episode of Predictable B2B Success, host Vinay Koshy speaks with Mike Malloy, founder of Malloy Industries, whose knack for executive matchmaking and battle-tested leadership has helped companies leap from $2M to $20M+ in revenue.</p> <p>Hear how a pandemic, a move to the beach, and life-changing moments sparked Mike Malloy’s mission to build a business fueled by core values like generosity and trustworthy leadership. Discover the frameworks, scorecards, and insights that reveal why “what got you here won’t get you there,” and learn how fractional executives can help founders multiply their impact without burning out.</p> <p>Ever wondered what holds SaaS companies back from scaling, or why founders get stuck in “if I want it done right, I’ll do it myself” thinking? This episode is packed with practical tips, stories including the business lessons behind an infamous bankruptcy, and actionable strategies for founders ready to level up. Plus, you’ll find out what Hawaiian shirts and dad jokes have to do with building a remarkable brand.</p> <p>Curious? Dive in to uncover the future of scalable leadership and why fractional expertise may be the game-changer your business needs.</p> <p><br /></p> <p>Some topics we explore in this episode include: </p> <ul><li><b>How Malloy Industries was founded</b> and Mike Malloy’s career journey.</li><li><b>Core values in business</b> and ways to operationalize them.</li><li><b>Pattern recognition in executive matchmaking</b> for SaaS growth.</li><li><b>Building scalable sales systems</b> and the importance of delegation.</li><li><b>Customer acquisition cost and cash flow management</b> tips for SaaS founders.</li><li><b>Cultural alignment vs. skillset</b> when hiring fractional executives.</li><li><b>Sales scalability scorecard</b> and diagnosing sales process gaps.</li><li><b>Transitioning from founder-led sales to fractional leadership</b> and avoiding revenue dips.</li><li><b>Time management and delegation for CEOs</b> using frameworks like “who, not how.”</li><li><b>Referral-based networking and educational marketing</b> for fractional executive services.</li><li>And much, much more...</li></ul> <p><br /></p>

<p>What if the biggest threat to your company’s growth was lurking right inside your leadership team? In this episode of Predictable B2B Success, Vinay Koshy welcomes category design pioneer Mike Damphousse for an unfiltered look into the art and science of standing out in crowded markets. Mike Damphousse has spent years helping over 50 companies break free from “category jail,” where buyers and analysts overlook your uniqueness and CEOs wonder why nothing is landing.</p> <p>From emotional boardroom breakthroughs to bruising debates that spark true alignment, you'll hear how Mike Damphousse’s four-day sprint compresses months of strategic chaos into a single powerful narrative. This process transforms confused teams into evangelists and drives millions in fresh investment. Discover why most marketing fails, why your CEO’s involvement is make-or-break, and how companies like Prescriptive closed $26 million in weeks after a strategic pivot.</p> <p>If you’re ready to escape bland messaging, outmaneuver your competition, and turn your story into your strongest growth lever, this episode will challenge how you think about categories, differentiation, and leadership. Prepare to view your company and market in a new way.</p> <p><br /></p> <p>Some topics we explore in this episode include: </p> <ul><li><b>Category Design Essentials:</b> What it is and why it matters.</li><li><b>Category Jail:</b> How companies get stuck in crowded markets and how to break free.</li><li><b>4-Day Category Sprint:</b> The intensive process for executive alignment around category strategy.</li><li><b>The Importance of Storytelling:</b> Crafting a unifying and impactful company narrative.</li><li><b>Fundraising &amp; Investor Appeal:</b> How strong category design accelerates funding.</li><li><b>Internal Buy-In &amp; Execution:</b> Aligning teams and implementing the new category POV.</li><li><b>The Adjacent Possible:</b> Spotting new category opportunities that balance innovation and adoption.</li><li><b>Setting Category Rules:</b> Creating standards that favor your company (dominant design).</li><li><b>The CEO’s Role:</b> Why leadership and commitment from the top are crucial.</li><li><b>Tech Evolution &amp; AI:</b> How AI and rapid innovation influence category emergence and change.</li><li>And much, much more...</li></ul>