The 1% Insight
Welcome to The 1% Insight podcast, where we help B2B Tech Marketers engage, build trust and create value for their target audience + companies through the power of B2B Content!
In each episode, we dive into strategies that will help you engage the majority of your market, those not actively buying today but who are shaping their future buying decisions while also providing value to your existing customers & those who are ready to buy.
We explore how B2B Tech companies can turn their content into strategic communication channels that build trust, engage audiences, and provide real value.
With a focus on creating content engines that position your brand as a trusted industry voice, The 1% Insight content ensures you have the tactics & information to be top of mind when prospects are ready to buy. If you're ready to learn how to turn early-stage awareness into tomorrow's demand, this podcast is for you.
Learn how "The 1%" changes can make all the difference!
The 1% Insight is brought to you & sponsored by Trend 7 Media.
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The 1% Insight
Focus: An Underrated Revenue Lever with Gerard Gilsenan of Fund Recs | #26
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In this episode of The 1% Insight, I sit down with Gerard Gilsenan, Chief Revenue Officer at Fund Recs, an Irish-headquartered B2B tech company who have built a reconciliation and data processing software for the global funds Industry.
We get into why focus is one of the most underrated revenue levers in B2B tech, how trust gets built and broken in regulated industries, what real sales and marketing alignment looks like when both functions share one revenue number, how to build a sales team from scratch when you're the first commercial hire and where AI is genuinely useful in revenue today versus where the hype is.
Key Insights for B2B Tech Marketers:
- Narrow focus beats broad ambition, the companies that grow fastest get really clear on what they do well and who they do it well for
- Trust is the compounding asset in B2B Tech, every bad experience your buyer has had with a previous vendor raises the bar your content and brand have to clear
- The strongest sales and marketing alignment comes from shared goals tied to revenue and pipeline, not from sharing leads
- Attribution will never be perfect, but tracking pipeline generated and revenue closed from specific activity is more honest than chasing lead volume
- ICP alignment between sales and marketing matters more than alignment on tactics, both teams need to be working towards the same type of buyer
- AI's biggest opportunity in revenue is not only efficiency, it's in the quality of capturing what was actually said in a buyer conversation rather than a salesperson's filtered version of it
- Small improvements compound, most teams overestimate what they can do in a day and underestimate what they can build in a year
- Curiosity is the most underrated trait in revenue, the best sellers and marketers are the ones who keep asking better questions
Gerard's 1% Insight comes down to one word: curious. The people who keep getting better are the ones who keep asking better questions, of themselves, their customers and the market.
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Keywords: B2B technology marketing, SaaS Marketing, Revenue Marketing, Sales and Marketing Alignment, B2B Sales, AI in Sales, Trust in B2B, B2B Strategy, Tech Industry Insights, Demand Generation, B2B Content Strategy, Focus, Revenue Growth