More leads won’t save your business if your revenue systems, lead quality, and sales pipeline health aren’t working the way they should.
Maartje van Krieken talks with Mark Osborne, a fractional chief revenue officer for boutique professional services and B2B firms, about what really drives sustainable growth. If your team is chasing volume, are you missing the chance to focus on the opportunities that truly matter? Have you ever celebrated a deal only to realize later it cost more in time, energy, and margin than it returned? Mark shares why building strong revenue systems matters more than stacking up tools, how focusing on lead quality shifts the way you allocate resources, and why sales pipeline health is a vital sign that reveals the truth about your business. This episode encourages you to step back from the noise, take an honest look at the systems behind your revenue, and make the kind of deliberate choices that protect margins, strengthen customer relationships, and set your business up for long-term resilience.
Episode Breakdown:
00:00 The Importance of a Healthy Revenue System
01:52 Mark Osborne’s Early Career and Internet Marketing
05:01 Transition to Strategy and Process in Marketing
07:52 The Pitfalls of Chasing Quantity Over Quality in Leads
11:04 Symptoms of a Broken Revenue System
16:06 Key Metrics for Healthy Revenue Systems
21:21 Adapting to New Tools and Technologies
26:03 Focused Execution vs. Chasing New Tools
Connect with Mark Osborne:
Get Mark’s Book: “Are Your Leads KILLING Your Business?”
The B2B Growth Blueprint Podcast
Mark Osborne is an award-winning marketing and sales strategist with over 25 years of experience driving hundreds of millions in revenue for startups, scale-ups, and global enterprises. Named by AdAge as one of the Top 25 Marketing Technology Trailblazers, he combines brand strategy, product marketing, and sales leadership into revenue systems that boost both EBITDA and enterprise value. A Certified Exit Planning Advisor and #1 best-selling author, Mark leads Modern Revenue Strategies with a bold “10X ROI Growth Guarantee,” hosts The B2B Growth Blueprint podcast, and holds an MBA from USC’s Marshall School of Business. Outside of work, he enjoys sport fishing in Cabo and mixing craft cocktails at his tiki bar in Los Angeles.
Connect with Maartje van Krieken:
Host Maartje van Krieken is a crisis strategist and decision-making expert who thrives in high-stakes business environments. Combining disaster management training, hands-on experience in global industries, and leadership skills honed as a seasoned sailor, she helps businesses navigate chaos with precision. Whether tackling transformation, scaling challenges, or leadership bottlenecks, Maartje delivers actionable insights to turn turbulence into...
