# Revenue Innovations

> Revenue Innovations is a B2B GTM revenue enablement firm. Proprietary GIVE methodology, modern revenue curriculum, custom AI tools, and senior practitioners who have carried the number.

**Authoritative profiles:** https://www.linkedin.com/company/revenue-innovations · https://www.instagram.com/revenueinnovations · https://www.youtube.com/@RevenueInnovations

For the full long-form content of every page, see [/llms-full.txt](https://www.revenueinnovations.com/llms-full.txt).

## Core pages

- [Home](https://www.revenueinnovations.com/): Revenue Innovations is a B2B GTM revenue enablement firm. Proprietary GIVE methodology, modern revenue curriculum, custom AI tools, and senior practitioners who have carried the number.
- [About](https://www.revenueinnovations.com/about.html): Firm, philosophy, founders, areas served.
- [Services](https://www.revenueinnovations.com/services.html): Four engagement types — sales process, messaging, playbooks, AI readiness.
- [GIVE methodology](https://www.revenueinnovations.com/give.html): Our proprietary GTM methodology.
- [Results](https://www.revenueinnovations.com/results.html): Case studies and outcomes.
- [Revenue Curriculum](https://www.revenueinnovations.com/curriculum.html): Training programs for revenue teams.
- [Insights](https://www.revenueinnovations.com/insights.html): Long-form essays on GTM practice.
- [Podcast: Some Goodness](https://www.revenueinnovations.com/podcast.html)
- [Contact](https://www.revenueinnovations.com/contact.html)
- [Free GTM Assessment](https://www.revenueinnovations.com/assessment.html): 5-minute assessment, personalised score across 5 dimensions.

## Services

- [AI Micro-Tools](https://www.revenueinnovations.com/services/ai-micro-tools.html): AI Micro-Tools is a Revenue Innovations service. Generic AI tools require too much customization to be immediately useful. We build AI micro-tools tuned to your ICP, your motion, and your team's actual workflow, so adoption happens in days, not months.
- [AI Readiness Workshop](https://www.revenueinnovations.com/services/ai-readiness-workshop.html): AI Readiness Workshop is a Revenue Innovations service. Your team has heard about AI. They need to know where it creates leverage and how to use it without adding complexity. Two questions. One workshop.
- [GTM Inflection Sprint](https://www.revenueinnovations.com/services/gtm-inflection-sprint.html): GTM Inflection Sprint is a Revenue Innovations service. Your GTM motion isn't producing. You can't spend 6 months diagnosing why. The Sprint finds the real gap and rebuilds the motion in 90 days.
- [Modern Revenue Curriculum](https://www.revenueinnovations.com/services/modern-revenue-curriculum.html): Modern Revenue Curriculum is a Revenue Innovations service. Sales training that actually changes behavior. RI's curriculum is built for how modern revenue professionals actually learn: modular, modern, and tied to the GIVE framework.
- [Sales Leadership](https://www.revenueinnovations.com/services/sales-leadership.html): Sales Leadership is a Revenue Innovations service. Our research shows 41% of frontline managers cannot effectively coach their methodology. The methodology training didn't fail; the manager enablement did. We build the systems that turn managers into coaches who can actually diagnose where deals break down.
- [Sales Messaging](https://www.revenueinnovations.com/services/sales-messaging.html): Sales Messaging is a Revenue Innovations service. When every rep tells a different story, you lose deals you should win. We build unified, competition-tested messaging that every seller can deliver. Pigment used our messaging work to compete against Anaplan and Oracle in enterprise evaluations they'd been losing.
- [Sales Process and Operating System](https://www.revenueinnovations.com/services/sales-process-operating-system.html): Sales Process and Operating System is a Revenue Innovations service. A sales process that lives in a deck isn't a process. We build the operating system your team actually runs: buyer-aligned stages, clear exit criteria, and a CRM that tracks what matters instead of what's easy to log.
- [Sales and Marketing Strategy](https://www.revenueinnovations.com/services/sales-marketing-strategy.html): Sales and Marketing Strategy is a Revenue Innovations service. Most GTM problems aren't sales problems or marketing problems. They're alignment problems. We design the full-funnel strategy that gets both functions pulling in the same direction, toward the same buyer, with the same message.



## Team

- [Richard Ellis — Co-Founder & CEO](https://www.revenueinnovations.com/team/richard-ellis.html)
- [Heather Easterday — Co-Founder & Partner](https://www.revenueinnovations.com/team/heather-easterday.html)
- [Tim Kruse — Co-Founder & Partner](https://www.revenueinnovations.com/team/tim-kruse.html)
- [Joel Dokkestul — Partner & Chief Technologist](https://www.revenueinnovations.com/team/joel-dokkestul.html)

## Insights (long-form)

- [The Five Questions Every Revenue Leader Should Ask Before SKO](https://www.revenueinnovations.com/articles/five-questions-before-sko.html): Every year, revenue leaders spend six figures and three days trying to inspire their teams at a Sales Kickoff. And every year, within two weeks of returning, most of that energy has evaporated. The problem isn't effort. It's sequence.
- [Why Most B2B Companies Are Wasting Their Trade Show Investment (And What to Do Instead)](https://www.revenueinnovations.com/articles/why-most-b2b-companies-are-wasting-their-trade-show-investment.html): The U.S. B2B trade show market hit $15.78 billion in 2024. That number is projected to climb to $17.3 billion by 2028. Companies are spending more on events than ever, and 74% of Fortune 1000 companies increased their event budgets last year. And yet, here's the stat that should keep every VP of Sales and CMO up at night: only 6% of Fortune 1000 exhibitors feel confident in their ability to convert event leads into revenue.
- [ABM Didn't Fail. Marketing Discipline Did.](https://www.revenueinnovations.com/articles/abm-didnt-fail-marketing-discipline-did.html): Over the last decade, B2B marketing adopted more technology than any previous era. And yet pipeline efficiency declined. MQL conversion rates stagnated. Buying groups expanded while marketing teams quietly reverted to the volume tactics they once claimed to outgrow. Account-based marketing was supposed to fix this. Instead, many organizations now ask whether ABM still matters at all.
- [The Storytelling Trap: Why Most Business Content Fails and What GTM Leaders Should Do Instead](https://www.revenueinnovations.com/articles/the-storytelling-trap.html): Every few years, business rediscovers storytelling. Job titles shift. Teams reorganize. According to a recent Wall Street Journal article, companies are now "desperately seeking storytellers," with LinkedIn job postings using the term doubling in a single year. Executives increasingly invoke storytelling on earnings calls. Marketing functions rename themselves around the concept.
- [Why the MQL is a Failed Metric (And What to Measure Instead)](https://www.revenueinnovations.com/articles/why-the-mql-is-a-failed-metric.html): For nearly two decades, the Marketing Qualified Lead (MQL) has been the central currency of B2B marketing. We've built entire funnels, dashboards, and compensation plans around this single number. But what I find is that the MQL is fundamentally broken.
- [Why Your Win Rate is a Vanity Metric (And What to Measure Instead)](https://www.revenueinnovations.com/articles/why-your-win-rate-is-a-vanity-metric.html): For decades, sales leaders have lived and died by one number: the win rate. We present it in board meetings, use it to stack rank our reps, and often see it as the ultimate measure of our success. In today's complex B2B sales motion, however, the win rate can be one of the most misleading numbers on your dashboard.
- [Rethinking Customer Health: It's Not About Who Likes You](https://www.revenueinnovations.com/articles/rethinking-customer-health.html): We've all seen it. A cheerful Net Promoter Score slides across the screen in a board meeting, and for a moment, it feels like a win. But then someone shifts in their seat and asks, "Do we really know how our customers are doing?" That pause says everything.
- [A Stack of Good Intentions: Simplifying Marketing Ops](https://www.revenueinnovations.com/articles/a-stack-of-good-intentions.html): There's something deeply satisfying about a clean dashboard. The way it looks. The promise it holds. But that feeling fades fast when the data doesn't speak, the tools don't connect, and no one remembers who bought what or why. That's the quiet problem marketing leaders like Dreya Armstrong are tackling, one calendar invite, one MarTech audit, one frustrated team at a time. Dreya was a guest on our latest episode of "Some Goodness."
- [The Space Between the Questions](https://www.revenueinnovations.com/articles/the-space-between-the-questions.html): One year in. When we started Some Goodness, the idea was simple. What if we captured the kinds of conversations we were already having with leaders, the ones that didn't make it onto the slide deck, but stuck in our minds for days?
- [When Strategy Becomes Personal](https://www.revenueinnovations.com/articles/when-strategy-becomes-personal.html): You can tell when it shifts. At first, strategy is something leaders talk about like it's external. A plan someone else made. A target someone else set. A deck they were asked to present.
- [What We Say Over and Over](https://www.revenueinnovations.com/articles/what-we-say-over-and-over.html): It wasn't a statistic that persuaded them. It wasn't a product demo. It wasn't even the deck. It was the sixth story.

## Optional

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