Why Most B2B Positioning Fails — And How to Fix It | April Dunford

Radical Transparency, Predicting Buyer Behavior, and the Science of Sales with Todd Caponi

Todd reveals why the modern B2B buyer is driven by risk mitigation and predictability rather than traditional persuasion. By applying radical transparency—such as openly acknowledging your product's weaknesses—sales and marketing organizations can dramatically reduce friction, accelerate deal cycles, and eliminate the dreaded "status quo" competitor. If you want to transform your revenue engine from an unpredictable numbers game into a precise, buyer-centric science, this episode is your blueprint.

The Behavioral Science of Buying: Driving Predictable Revenue with Nancy Harhut

Why do buyers really say yes? We like to believe our prospects make rational decisions based on features, benefits, and ROI, but the truth is entirely different: humans make decisions based on emotion and rationalize them later with logic. I sit down with Nancy Harhut, Co-founder and Chief Creative Officer of HBT Marketing and author of Using Behavioral Science in Marketing. Nancy has spent decades at the intersection of cognitive psychology and marketing performance, helping brands use established behavioral triggers to materially improve response rates, conversions, and revenue.

Why Most B2B Positioning Fails — And How to Fix It | April Dunford

👉 Connect with me: https://richmsmith.com/ [https://richmsmith.com/] In this episode of the Revenue Science Podcast, April Dunford explains why positioning is not just a branding exercise — it’s a revenue strategy that impacts pipeline growth, sales conversion, differentiation, and market expansion. April also shares practical frameworks from her bestselling books Obviously Awesome and Sales Pitch, along with actionable advice for CEOs, marketers, and sales leaders trying to sharpen their competitive advantage. If you work in B2B SaaS, enterprise software, marketing, or revenue leadership, this episode is packed with insights you can apply immediately.

The Architecture of Monetization: Unlocking B2B SaaS Pricing with Dan Balcauski

👉 Connect with me: https://richmsmith.com/ [https://richmsmith.com/]Dan Balcauski is the founder of Product Tranquility, a consulting firm based in Austin, Texas. With over 20 years of experience in software engineering, product management, and business strategy, Dan helps B2B SaaS CEOs design pricing and packaging strategies that unlock revenue without adding headcount or increasing acquisition spend. In this episode, we cover business growth, startup growth, marketing strategy, executive leadership, and founder advice. Key Takeaways: The Net Revenue Retention (NRR) Link: Why your pricing strategy is the ultimate driver of NRR and enterprise value. Killing "Discount Theater": How unenforced discounting policies destroy your margins and confuse your market signals. The Danger of B2B A/B Testing: Why consumer-style price experiments break trust in long B2B sales cycles—and what to do instead. Pricing Psychology: Unpacking the behavioral economics behind Good-Better-Best tiers, decoy pricing, and the "magic of the middle." Building a Pricing Committee: Why pricing falls through the cracks and how to build a governance process that outlasts leadership transitions. 00:00 Intro01:52 American Solutions for Business 02:42 Why is pricing often a silent growth lever? 07:16 Why is pricing a constraint to growth? 12:05 Which financial metric get the attention of investors? 14:55 How do you discuss pricing change with your investors? 10:27 How to tell if you have a pricing problem? 33:03 American Solutions for Business 35:24 What are the leading indicators to tell that your pricing is working? 40:29 How do you structure pricing experiments in B2B? 46:36 How to use pricing as a differentiating factor? 52:28 What is the one advice that you would give a CEO to increase their revenue? 54:24 Outro

When Marketing Moves But Revenue Doesn’t w/ Steve Chen of Boldin

Revenue systems don’t fail loudly—they degrade quietly. This conversation examines how growth actually behaves inside a business, and why most teams default to tactics when the underlying system lacks clarity. Rich Smith and Steve Chen (Boldin) explore how companies diagnose and improve the mechanics of growth—from acquisition through monetization—while navigating real constraints. The discussion surfaces several structural truths: * Funnels are systems with interdependent parts, not isolated functions * Customer behavior—not stated intent—should shape product and GTM decisions * Trust is built through transparency, consistency, and alignment over time * Rebrands and strategic shifts only work when they reflect deeper changes in positioning and direction * Growth compounds when teams focus on the right levers, measured against clear metrics The broader implication is that durable growth is engineered—not accelerated. Listen to full episodes focused on revenue as an engineered system: https://open.spotify.com/show/6ULPzJc0tRVnAIchvfR99s?si=VBZvNgdNSSeeBLQ_3Vvv9Q