#196: Why Most B2B Revenue Engines Fail - And How Paul Perrett is Building One to Go From $2-10mil

The B2B Playbook

Most B2B revenue engines stall out. In this episode, we break down why — and how to build one that actually scales.

Paul Perrett (CEO, Firmable) joins us with Adem Manderovic (Closed Circuit Selling, CRO School) to map ARR model, the 10-line economic engine, and why cataloguing and ecosystem activation beat brute-force outbound.

We unpack how to work backwards from revenue goals, align Sales, Marketing and CS around market validations, and build compounding demand with brand and partners.

Tune in and learn:

+ The 10-line economic model behind a scalable B2B revenue engine

+ How to replace MQLs with market validations and fix SDR incentives

+ Ecosystem activation plays that compound trust and pipeline

If you’re a B2B marketer in a small team, this is a must-watch. It’s practical, numbers-first, and shows how to turn brand, SDRs, inbound, and partners into one working B2B revenue engine.

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🔗 Links + CTAs

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00:00 Scaling from traction to a real revenue engine

01:00 Meet Paul Perrett (Firmable CEO) + Adem Manderovic

03:00 What Firmable does and the CEO’s many hats

05:20 Modelling $2M to $10M ARR with a 10-line engine

09:30 Three demand channels: SDR, inbound, partners

12:20 Cataloguing vs predictable revenue: the missing metric

18:50 Why incentives break SDRs (and how to fix them)

22:00 Ecosystem activation and compounding demand

26:40 Brand, trust, and the founder-led play

33:00 Selling brand and long-term plays to boards & CFOs

42:00 The bets Firmable is making to reach $10M ARR

49:40 Signals, SEA expansion, and the myths of Aussie SaaS

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

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S07 E195 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #outboundsales