Chief Revenue School

Chief Revenue School – The Only Full-Funnel Revenue System That Drives True Commercial Oversight

The biggest flaw in sales training? It only teaches sales. The biggest gap in marketing programs? They don’t touch sales. The biggest failure in customer success? They’re left out of both.

Chief Revenue School - changes everything.

We’re not another sales methodology. We’re not another marketing playbook. We’re the only full-funnel program that connects every revenue-driving function—sales, marketing, customer success, and leadership—into one unified system.

With Closed Circuit Selling™ (CCS) at its core, Our CRO School teaches connective actions across the entire funnel, eliminating the silos that choke growth and cause misalignment. We don’t just show you what’s wrong with your revenue engine—we give you the tools to fix it.

What you get with Chief Revenue School:
✅ A repeatable, scalable revenue system built for modern business
✅ A framework that operationalizes commercial oversight across departments
✅ The ability to create predictable, high-impact revenue outcomes without reliance on outdated sales tactics
✅ A methodology that works inside real companies—not just in theory

If you’re serious about dominating your market, scaling revenue, and eliminating blind spots in your business—CRO School is the only program that gets you there.

🚀 Join the revolution. Let’s redefine revenue leadership together.

CRO School

The B2B Incubator

Learn more and apply here: https://theb2bplaybook.com/demand-generation-course

Love The B2B Playbook? Implement Our Demand Gen Framework In Your Business

Strategy, Tools & Templates To Drive Demand For Your Brand - 12 Week Program

Apply To Join Our Next Cohort

Are you:
✔️ In a small B2B marketing team of < 5 people?
✔️ Unsure if your brand awareness and thought leadership is getting results?
✔️ Struggling to get 'buy-in' on your content strategy?
✔️ Looking for B2B hacks and tactics on Hubspot's blog and LinkedIn?
✔️ Wanting to launch REAL demand generation programs that make dream customers love you?

If so, you're not alone. 

There's lots of smart B2B marketers just like you, who also don't have the time to figure it out.

So we're here to give you:
✔️ The strategy you need
✔️ The tools you need
✔️ The templates you need
✔️ The network of like-minded B2B marketers you need

To create real, long-term marketing plans that lead to sustainable growth. 

It's called THE B2B INCUBATOR

And in 12 weeks, you will learn and implement the strategy small marketing teams need to DOMINATE their industry and win more customers by focussing on PEOPLE, not platforms.

But you won't do it alone.

You'll do it in a group of 10 B2B marketers just like you, and with the help of myself and Kevin Chen. 


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So what does your life like after The B2B Incubator?
➡️ You have a system to build relationships at scale, and know how to demonstrate that it's working
➡️ You are able to show how demand generation wins more business
➡️ Sales love you as you send them more qualified buyers
➡️ You have all the strategy and tactics you need
➡️ You pay less to acquire customers
➡️ Your entire B2B demand generation strategy is documented for your boss

The result?
✔️ Better inbound leads
✔️ Faster sales cycles
✔️ Increased brand loyalty and referrals


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Check out The B2B Incubator 👉 https://theb2bplaybook.com/demand-generation-course

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Co-Founder | The B2B Incubator

⭐⭐⭐⭐⭐

"After following your program last year, it's like a masters degree in Demand Gen. I don't even think in college they would cover 1 third of the good stuff in your course."

Dario Milard | Director of Demand Generation


⭐⭐⭐⭐⭐

"The B2B Incubator was an incredible course. As well as being absolutely stuffed full of useful theory and information about the current B2B landscape, the biggest benefit was the wealth of templates, frameworks and processes to get full B2B marketing programs up and running in a short time. These hands-on tools helped streamline our B2B efforts, but also added plenty of legitimacy that gave confidence to a senior leadership team previously unfamiliar with B2B marketing"

Ryan McIntyre | VP of Marketing


⭐⭐⭐⭐⭐

"I used your framework to launch a video podcast on a new technology category in construction. And built an outline with subject matter experts on the topic. And the results have been AMAZING. We are now driving 70% of pipeline."

Alison Accavitti | CMO at RIVET

What B2B Marketers Are Saying About It...

The B2B Playbook

The B2B Playbook is a weekly show that helps go-to-market teams implement systems that drive demand with our proprietary 5 BEs Framework. Viewers get a step-by-step guide to grow their pipeline and revenue, sustainably.
✅ Released every Monday across all major podcast platforms.
✅ Articles are resources to help you execute
✅ Videos with whiteboard demonstrations

Check it out: theb2bplaybook.com

Co Host of The B2B Playbook | GTM Podcast Released Every Monday Morning 🎙️

Demand Generation requires consistent execution of a well informed strategy. Today we’re going to give you our Demand Gen strategy (The 5 BEs Framework) that’s helped marketers drive up to 80% of pipeline for their business.

Get Our Demand Generation Framework 👇

The B2B Playbook is a B2B Marketing Agency that specialises in helping B2B Business Owners and Marketers build, follow and execute plans for business growth that work. 

So what can we do for your business? 

We take the guesswork out of building a marketing plan and team that just works.

📅 PLAN: We create a tailored, DETAILED marketing plan for your business.

🤝 BUILD: We help you build a virtual, expert team that doesn't cost an arm and a leg.

🛠️ EXECUTE: We guide you and your team to execute the plan like clockwork.

--- Does Any Of This Sound Like You? ----

✔️ You're tasked with marketing for the whole business with little to no guidance

✔️ It's hard to get internal management in the business to understand how digital marketing delivers value in B2B

✔️ Everyone wants results right now

✔️ You have a limited budget to work with

✔️ You have limited time and need help with this

✔️ You're not sure if you can trust another online marketing 'expert'

If any of this sounds like you, feel free to reach out for a chat. 

We also give away our strategy and tools for free at The B2B Playbook if you'd like to do it yourself or learn more! Check it out and FOLLOW >>> https://www.linkedin.com/company/the-b2b-playbook/

Partner

UNSW

UNSW Founders Mentor

Sparro

Digital Marketing Specialist

Clifford Chance

Graduate Lawyer

Sydney Lodges

Sydney Lodges is a boutique group of properties located in Sydney's CBD and the heart of Randwick. As a digital marketing specialist, I developed and implemented strategies to increase direct bookings from customers, resulting in an increase in revenue for the hotels and a deeper understanding on maximising revenue from their customer base. My role included:

•	Spearheading the design and creation of a new website that was integrated with Facebook’s Pixel and Google Analytics
•	Using Google Analytics, Adwords and Facebook Pixel to target and retarget potential customers 
•	Building and segmenting a customer database across the hotels 
•	The creation of multiple customer journeys using Adwords, Mailchimp, Facebook and Optinmonster
•	Implementing SEO (Search Engine Optimisation) to increase local and international visibility in Google 
•	The creation of automatic surveys to create a feedback loop between the customer and the hotels

Social Impact Hub

Student Internship

Kingsford Legal Centre

Legal Summer Clerkship

🎙️ Co-Host of The B2B Playbook | 💭 Bringing Clarity to Demand Generation That Drives Revenue | The 5 BEs Framework

If you're in a small B2B marketing team, I'm guessing you've felt some of these pains:

❌ you're unsure if your brand awareness and thought leadership are getting results
❌ it's hard to show your marketing is making an impact on revenue
❌ you want more engagement with your content from Dream Customers
❌ you are in service of sales
❌ you look for B2B 'hacks' and tactics on sites like Hubspot and LinkedIn
❌ you struggle to get 'buy-in' on your content strategy
❌ your costs on advertising platforms keep going up
❌ you don't have time to document your strategy for your boss

---------------
So how can I help you?
---------------

With our 5 BEs Framework, that shows marketers exactly how to create more demand for your business

Here's what your life looks like after implementing it:
✔️ you have higher intent leads
✔️ you have faster sales cycles
✔️ you have more word of mouth and brand loyalty

Not to mention the other benefits:
✅ you have a system to build relationships at scale, and know how to demonstrate it's working
✅ you are able to show how demand generation wins you more business
✅ you build a community that will vouch for you
✅ sales love you as you send them more qualified buyers
✅ you have all the strategy and tactics you need
✅ you move beyond just 'thought leadership', and experts outside the marketing department help you create content
✅ your entire b2b demand generation strategy is documented for your boss

------------

So! Here's 2 ways you can use The 5 BEs Framework

1/
👉 Listen to The B2B Playbook podcast 🎙️

https://the-b2b-playbook.captivate.fm/listen

2/ 
👉 Get the strategy, tools & templates you need to generate new demand for your business

https://theb2bincubator.com/

Questions?

👉🏼 Shoot me a DM

George Coudounaris

What a start to our new marketing leaders cohort at The B2B Incubator!
Our first Live Q&A this morning was packed with energy, sharp questions, and brilliant discussion from a seriously talented group preparing for 2026.

One thing I like to make clear is I do not run the Live Q&As to be the oracle of demand gen. We all come to the group with our own experiences, strengths and blind spots - which makes it very fun to learn from each other. 

Here's what we're working through together right now:

PART 1 - BE READY
+ market analysis & segmentation
+ practical ICP documentation
+ customer interviews
+ positioning & messaging
+ introduction to cataloguing the market

This give us the strong foundation we need to be aligned across marketing + sales + CS. Plus intel to feed back into product and pricing

THEN UP NEXT! 

PART 2 - BE HELPFUL
+ Identifying triggers + CEPs
+ Connecting expert content to product
+ Unique content ideas & repurposing process
+ Messaging for in-market vs future buyers
+ Measurement for Brand & Demand

Then Part 3? Check out the program schedule down below to find out! 

ALSO! 

Our next 6 week cohort launches End of November. So if you want to get your planning for 2026 done, make sure you apply to join us! (see below)

----

Big thanks to the marketing leaders who joined today - and for those who couldn't make it, see you in the next one!

----

Katya Garber (Director of Growth Marketing at Sisense)
Morgan Cole (VP Demand Generation at Red Canary)
Meghan Yemola (Marketing Director at Association Headquarters)

Japheth Franco (Head of Marketing at MicroHalos)
Brandon Thurgood (Head of Marketing at Redo)
Vicky Browne (Director of Marketing at KINETIC)

ANd of course thank you to Dealfront and 👨🏻‍💻 Dipak Vadera for helping make all of this happen!

Marketers - it’s not our job to tell sales exactly who's “in-market.”
And if you’re trying to do it, you’re kidding yourself.

We’ve fallen for the myth that intent data can read buyer minds.
Website visits. Keyword spikes. Content downloads.

They look like buying signals - but most of the time, they’re not.

Someone reading about CRMs might be switching tools.
Or they might just be a new hire trying to learn the category.
You can’t know which until sales actually talks to them.

That’s why the best teams replace guesswork with cataloguing.

📒 Instead of asking marketing to predict who’s ready...
they use sales to map the market:

That means finding out 1:1

+ What vendor they currently use
+ Renewal dates
+ WHat they like / dislike about it
+ Decision-makers

And of course, permission to circle back at the right time. 

Those insights go back to marketing. And to product. 
Marketing sharpens the signals.
Sales circles back when timing’s right.

That’s not a funnel.
It’s a closed circuit. One that compounds every quarter as you map more and more of th emarket. 

Stop trying to guess who’s in-market.
Start remembering when they will be.

---

I think sales are best equipped to do this. 

(I think you'll agree Adem Manderovic)

And marketing with the right approach can help too (something we discuss extensively in Chief Revenue School) 

🎧 Full Midweek Musing: “It’s Not Our Job to Guess Who’s In-Market”
(link below)

Winvesta 

Marketing Lead

Peer Support Australia

Key achievements: 
1) Brought in $350k AUD worth of revenue within 9 months at a CaC of 3.68% of LTV
2) Worked with the customer relationship and operations team to reduce churn from 19% to 7% annually
3) Launched a new front-end and back-end website and customer journey experience resulting in a 324% increase in time on page, 17% increase in lead acquisition and 83% increase total views within 2 months of launch. 
4) Created a robust lead acquisition and conversion strategy which reduced time spent on dead leads by 3 times and reduced the sales cycle by 28.75% within 10 months. 
5) Created and led all content marketing efforts including a year long partnership with News.com to create online content for their platforms to boost student mental health topics. 

- Crafting the strategy and execution of the brands email marketing end to end. 
- Creating bespoke content and copy for all channels ATL & BTL. 
- Working with the customer facing teams to build a stronger relationship with key audiences through empirical customer research. 
- Building and managing the brand’s website, landing pages and briefing in design needs. 
- Implementing CRO principles and lead nurturing campaigns to organically grow the business. 
- Developing robust processes and systems to manage MQL’s and SQL’s in the backend workflows. 
- Creating brand awareness campaigns for the businesses initiatives and sales efforts. 
- Supporting the Marketing Manager in executing the overall marketing strategy.
- Overseeing all content production and distribution strategies for marketing content. 
- Supporting business development by crafting conversion strategies and sales collateral for leads at different funnel stages. 
- Working with the Marketing Manager in all brand building exercises for the business

Marketing & Communications Coordinator

:Different

Key achievements: 
1) Led content strategy and execution, creating diverse content pipelines that drove AUD $180k in blog revenue alone, from a AUD $48k investment.
2) Spearheaded the CommBank home loan marketing collaboration for ATL and BTL channels resulting in a conversion rate of 31% for retention and 7-8% conversion rate for their acquisition team. 
3) Supported the rebranding and strategic pivot to a B2B2C model, driving a 4x business growth and achieving AUD $9 million in ARR within 10 months.
4) Led partner growth initiatives, helping property agencies scale their rent roll while retaining their most loyal customers across wide geographic regions. 
5) Created and led c-suite content camps, helping key executives grow their personal brand to drive advocacy in the market for our new PMaaS solution. Participants saw a growth in post impressions by 87% and follower growth of 22% quarter-on-quarter.

- Content Development Management: Leading a team to draft and edit diverse content types, ensuring quality and relevance.
- Strategic Content Planning: Defining and executing the editorial vision and content strategy, tailored to audience needs and channels.
- SEO and Keyword Research: Utilizing keyword research and SEO principles to guide content creation and optimization.
- Cross-Functional Collaboration: Working with internal teams and external influencers to develop and distribute content effectively.
- Customer-Centric Approach: Understanding customer needs to create targeted, problem-solving content.
- Industry Trend Monitoring: Keeping abreast of industry news and trends to stay ahead of opportunities and threats.
- Data-Driven Strategy: Testing and refining content strategies using data to enhance performance and engagement.

Marketing Coordinator

The Social Trace

Core responsibilities include writing inspiring content for:

- Search Engine Optimisation
- Digital Advertising
- Websites
- Electronic Direct Newsletters
- Blogs
- E-books
- Case Studies
- Internal Campaigns
- External Client Campaigns
- Creating & Managing The Social Trace Posting

Marketing Creative

Monash University

Crafted content and copy for the South Asia Pacific region for Monash University as part of the Audience Marketing team.

Core responsibilities include writing inspiring content for:

- Assisted with creative content, research and marketing campaigns for a wide range of deliverables.

- During my time there, I have worked on a wide range of digital content, partnered content, collateral adaptation content and event-specific content.

- Worked on campaign extensions into new markets and competitor analysis of possible 
new markets, such as the ‘Change It’ campaign that I created content and researched for. 
   See it here - https://change-it.monash.edu/

- Created content for campaign extensions into new markets and competitor analysis of possible new markets.

Marketing Creative/Audience Marketer

Another Idea

Key achievements: 

1) Creative marketing lead on various pan-asia property developers such as Ajmera, Peninsula Land, Sheth Developers. 
2) Worked in a dynamic team of strategists, creatives and planners to build end to end campaign experiences for acquisition and retention strategies. 
3) On average the campaigns and projects I worked on resulted in inventory selling out in under 60 days of a new residential project. 
4) Supported business development initiatives as well, helping the organisation bring in two new clients during my tenure with them. 

- Accumulated and honed an array of skills considered fundamental to any creative advertising
practitioner, such as Content Creation, Ideation, Marketing Campaign Creation, Visualisation,
Experimental & Guerilla Marketing, Advertising Research and Advertising Intuition.

- Crafted copy and content for many realty and suedo-realty brands across platforms, mediums and markets. Assisted in all marketing efforts from research to campaign tracking.

- Took charge of big realty clients (both national & international) & was responsible for all communication crafted for them.

- Crafted content and copy as part of the pitch team for business development.

Created content/copy for campaigns and collaterals - 
- eDMs
- SEO blogs
- Digital Advertising
- Collection launches
- Social media pages
- Category pages 
- Product packaging
- In-store signage
- Campaign adaptations
- ‘Big Idea’ ideation
- SWOT/Market research
- Competitor analysis
- TVC scriptwriting,
- Radio scriptwriting
- Social media monitoring & listening
- Brand upkeep

Reverse Advertising LLP

Wrote and developed content and copy for two brands across their social platforms and digital presence. 

Core responsibilities include writing inspiring content for:

- Worked on ideation & content creation for an array of clients ranging from fashion to tourism,
primarily on digital platforms.

- Crafted copy across all digital platforms and created web content for my clients with a focus on
SEO.

I have worked across the real estate (construction), fashion, education, tourism, property management solutions and user-technology sectors, making brands come alive to find their feet and audiences, with human values and relations at its core. My expertise encompasses 'big idea campaigns', conversion-focused sales copy, social media content, video scripts and much more that can give you tangible results.

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