In this episode of Gaining the Technology Leadership Edge, Mike Mahoney talks with Mark Osborne, founder of Modern Revenue Strategies, about why most B2B SaaS and technology companies struggle to grow—even with automation, data, and modern marketing tools.
Mark breaks down how revenue really works as a system that spans marketing, sales, and customer success. He explains why automation only creates leverage when it is built on strong foundations—and how chasing growth hacks, shiny tools, or poorly targeted leads often makes things worse. Drawing on decades of experience and recognition as an Ad Age marketing technology trailblazer, Mark shares what actually drives predictable revenue growth.
The conversation covers the impact of Apple’s privacy changes on advertising, why Facebook’s algorithms fail early-stage B2B companies targeting narrow niches, and how permission-based data models outperform pixel replacements. Mark also explains why storytelling still matters in B2B, why customers—not brands—must be the hero, and how misaligned leads can quietly destroy margins, retention, and product focus.
Mark also introduces his book on revenue systems and explains how companies that align their product vision, buyer journey, and data systems consistently outperform competitors chasing volume. This episode is a practical guide for leaders who want growth without chaos.
