In this episode of Selling the Cloud, Stephen Messer, Co-Founder of Collective[i], joins Mark Petruzzi and KK Anderson to challenge outdated sales systems and thinking—starting with the traditional CRM mindset.

Stephen shares why CRM is no longer enough to keep up with how modern B2B buyers actually buy, and how AI, agile selling, and real-time intelligence are enabling sales organizations to operate with precision, speed, and adaptability. If your team is still relying on lagging indicators to drive revenue, this conversation is a must-listen.

What You’ll Learn:

• Why CRMs Fall Short: How today’s buying environments outpace static, backward-looking CRM data.
• AI’s Role in Sales Agility: How machine learning and predictive intelligence change how reps prepare, forecast, and engage.
• Modern Buyer Behavior: Why linear sales cycles are dead and what sellers need to do to stay relevant.
• Real-Time Revenue Intelligence: How agile systems give sellers an edge by tracking live signals, not just past activities.
• Breaking Old Habits: What it really takes to shift from CRM dependence to a future-forward, AI-enhanced GTM approach.

Key Topics:

• CRM limitations in today’s sales environment
• How AI enhances human selling, not replaces it
• The evolution of sales ops and forecasting
• Agile frameworks in B2B sales
• The speed and complexity of modern buying journeys
• Building a responsive, data-informed sales organization

Guest Spotlight: Stephen Messer

Stephen is Co-Founder and Vice Chairman of Collective[i], a platform that delivers AI-powered insights for enterprise sales organizations. A serial entrepreneur and digital innovator, Stephen brings deep insight into how technology and data can transform sales performance.

Resources & Mentions:

• Company: Collective[i]
• Topics: AI in sales, agile revenue systems, sales enablement tech
• Recommended Reading: The JOLT Effect, The Challenger Sale, Predictable Revenue

🎧 Listen now and follow Selling the Cloud for weekly expert conversations on the future of enterprise selling, GTM strategy, and revenue innovation. Subscribe wherever you get your podcasts.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of Selling the Cloud, Kristina Jaramillo, President of Personal ABM, joins KK Anderson to unpack why most ABM programs fall short; and what it really takes to win and expand six- to seven-figure enterprise accounts.

Kristina shares how B2B teams can go beyond persona-based playbooks to deliver personalized, strategic account experiences. She explains how to redefine your ICP, align marketing and sales with shared revenue accountability, and build campaigns that influence real pipeline movement; especially when targeting enterprise buyers.

What You’ll Learn:

• ABM Foundations that Win: How true account insights—beyond intent data or personas—unlock six- and seven-figure deals.
• Strategic ICP Redefinition: Mapping accounts by strategic readiness and revenue potential, not just firmographics.
• Full-Funnel Alignment: Tactics that unite sales, marketing, and CS around shared expansion and retention goals.
• Personalization at Scale: Frameworks for moving from one-to-one to one-to-few without losing relevance.
• Revenue-Centric Metrics: Using stage progression, influenced pipeline, and NRR to prove ABM impact.

Key Topics:

• Strategic account-based marketing for mid-market & enterprise growth
• Differentiating ABM from demand gen
• Intent data traps and tech misuse
• Metrics that go beyond MQLs: NRR, stage progression, deal influence
• Aligning CS, sales, and marketing around buyer relevance
• Orchestrating account experiences, not just sourcing leads

Guest Spotlight: Kristina Jaramillo

Kristina is President of Personal ABM and host of the ABM Done Right podcast. With a deep focus on revenue-driven marketing, she helps B2B tech and SaaS companies build customized go-to-market motions that win and expand high-value enterprise accounts.

Resources & Mentions:

• Podcast: ABM Done Right
• Go-to-market strategist to follow: Sangram Vajre
• Recommended Books:
• The Challenger Sale
• The Challenger Customer
• The JOLT Effect

🎧 Listen now and follow Selling the Cloud for more GTM insights from leading voices in enterprise growth. Subscribe wherever you get your podcasts.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.