Sales methodologies didn’t just change sales. They rewired what marketing was allowed to be.

Sales methodologies didn’t just change sales.
They rewired what marketing was allowed to be.

Before Predictable Revenue, marketing had a clear role:
🔹 Build familiarity, trust and recall
🔹 Fill educational gaps
🔹 Reach future and in-market buyers

Then came the shift
Suddenly, marketing’s job became feeding a hungry SDR machine

Lead gen replaced brand building.
We were judged on how many MQLs we could shovel across to Sales -
regardless of quality or timing.

As a marketer, I hit my numbers.
But it didn’t help the business
And it definitely didn’t help Sales.

Sales were chasing needles in haystacks -
spending expensive time trying to turn cold leads into revenue
And blaming us when it didn’t work.

This wasn’t just inefficient
It was the beginning of the breakdown across GTM

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In this clip from my chat with Adem Manderovic, we unpack how one sales methodology reshaped an entire generation of go-to-market teams - and what to do about it now.

🎥 Watch the clip below

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