#212: Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes
The B2B Playbook · 2025-12-07 · 60 min
Episode notes
Why Sales & Marketing Broke (And How to Rebuild a Modern Revenue System) ft. Tony J Hughes Most 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 collapsed How sales stopped validating the market How marketing lost strategic direction to MQL targets And 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.
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