#212: Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes

Why Sales &amp; Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J HughesMost teams feel the symptoms — pipeline gaps, misaligned targets, MQL chaos, sellers chasing “now or never” deals.But those are signals of a deeper problem: the revenue system itself is broken.In this episode, we sit down with Tony J Hughes and Adem Manderovic to unpack why sales and marketing drifted apart… and how to rebuild a modern revenue system that actually matches how buyers make decisions today.We get into:Why predictable revenue models collapsedHow sales stopped validating the marketHow marketing lost strategic direction to MQL targetsAnd how to replace the old funnel with a closed-circuit GTM system that creates control and credibility again.We also talk ICP, cataloguing, air cover, performance gaps, and Tony’s new book Sentient — plus what AI means for the future of selling.Tune in and learn:Why the old sales &amp; marketing playbooks brokeHow to build a shared ICP that actually aligns both teamsWhy cataloguing is the foundation for a modern GTM systemHow to create air cover that supports real sales cyclesThe future of selling in a world of advanced AIIf you’re a B2B marketer or sales leader stuck in the old predictable-revenue logic, this episode is your blueprint for rebuilding alignment and revenue performance from the ground up.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen...💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a...-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: &nbsp;&nbsp;&nbsp;/&nbsp;@theb2bplaybook&nbsp;&nbsp;📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why sales &amp; marketing broke01:02 Where misalignment actually began03:10 Why inbound intent pushes sellers into a red ocean06:20 How sales used to validate the market (and why it matters)08:45 The ICP framework sales &amp; marketing should share11:15 Turning sales discovery into marketing air cover13:55 How MQL targets fractured GTM17:20 Cataloguing: foundation of a modern revenue system20:05 Why frontline sales leadership is the weakest link23:40 When sales &amp; marketing target different lists27:05 When to run a sales-led vs marketing-led motion31:40 Talk to more of the market (not just in-market buyers)34:05 Why feature-selling kills deals38:35 RSVP vs BANT: a smarter way to qualify42:10 What CMOs actually respond to in outreach46:15 Adem’s journey to Closed Circuit Selling50:05 Tony’s research: AI, AGI &amp; the future of selling53:40 Why every seller becomes a cyborg55:05 Where to find Tony J Hughes-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B Incubatorhttps://theb2bplaybook.com/demand-gen...S07 E212 - The B2B Playbook#b2bgrowth #b2bmarketing #sales #salesleadership #revenuearchitecture <a href="https://www.youtube.com/hashtag/demandgeneration" rel="noopener...