One of the most important lessons I’ve learnt from working with Adem Manderovic:

One of the most important lessons I’ve learnt from working with Adem Manderovic:

“Meetings booked” as a KPI quietly broke B2B go-to-market.

Not revenue
Not qualified pipeline
Just… meetings.

Adem’s seen it play out firsthand - across 24 years, 5 continents, and countless revenue teams.

Here’s what happens when meetings become the measure:

🔹 Marketing is forced to chase volume, not relevance.
They optimise for MQLs - at the cost of trust, timing, and message-market fit.

🔹 Sales shifts from market validation to calendar stuffing.
Instead of understanding buyer needs, they push for the slot. And the feedback loop with marketing disappears.

🔹 Customer Success inherits deals with no context.
No communication plan. No clear expectations. Just fires to put out.

In this clip from The B2B Playbook, Adem unpacks the downstream consequences - and outlines how we fix it with commercial oversight, market validation, and alignment from the very start.

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Check out this episode in collab with The B2B Playbook and Chief Revenue School

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