This episode focuses on Sabih Ahmed, Director of Demand Generation at SalesScreen — a sales gamification platform built for revenue teams. Sabih came from B2C marketing, where continuous testing, creative iteration, and audience obsession weren't a methodology — they were just how things worked. When he moved into B2B during COVID, he found a world running on playbooks, intent tools, and the kind of patience for results that B2C would never tolerate.

He spent five years inside SalesScreen rebuilding how demand generation actually works. What he found is that most B2B teams are optimizing the wrong thing: they chase intent signals, automate outreach, and run bottom-of-funnel campaigns at people who aren't close to buying.

In his view, the fix isn't a better stack. It's doing the slow work most founders skip — understanding not just who ...