Building a Unified B2B Revenue Team with Andrei Zinkevich
Mon Sep 22 2025
Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode, Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes.
Misalignment within marketing and between marketing and salesImportance of shared KPIs and revenue team structuresChallenges and solutions in marketing attributionUsing AI effectively in enterprise sales and marketingStrategies for CMOs to survive and lead changeTime Stamps01:15 - Introduction and overview of the funnel debate06:40 - Internal marketing misalignment and KPI silos18:50 - Revenue team KPIs and sales pipeline velocity30:10 - Account selection and accelerating funnel velocity42:00 - Attribution challenges and blended models58:30 - AI use cases and limitations in B2B marketing01:10:00 - Upcoming webinar and change management for CMOs
Main Takeaways
Marketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs.
Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews.
AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams.
Subscribe and share this episode to help others align marketing and sales for better revenue outcomes.
A. Lee Judge is the creator and host of The Business of Marketing podcast.Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
More
Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode, Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes. Misalignment within marketing and between marketing and salesImportance of shared KPIs and revenue team structuresChallenges and solutions in marketing attributionUsing AI effectively in enterprise sales and marketingStrategies for CMOs to survive and lead changeTime Stamps01:15 - Introduction and overview of the funnel debate06:40 - Internal marketing misalignment and KPI silos18:50 - Revenue team KPIs and sales pipeline velocity30:10 - Account selection and accelerating funnel velocity42:00 - Attribution challenges and blended models58:30 - AI use cases and limitations in B2B marketing01:10:00 - Upcoming webinar and change management for CMOs Main Takeaways Marketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs. Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews. AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams. Subscribe and share this episode to help others align marketing and sales for better revenue outcomes. A. Lee Judge is the creator and host of The Business of Marketing podcast.Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.