Podcast
"Living a Revenue Culture" podcast
Hosted by Rick McPartlin · EN
Explore how to continually make a profit in a people first organization. Learn with Rick McPartlin CEO of The Revenue Game® the power and joy of "Living a Revenue Culture" one podcast at a time.Our Guest Today Is Matt Hensler! Matt is the VP of Marketing at “Imaging Brands” a thought leader in the professional photography world for over a decade. Matt has a powerful start to branding and business growth at “Imaging Brands”. He starts from a WorldView which drives purpose and Revenue Strategy as fundamental to business value delivered. When "Living a Revenue Culture" Matt keeps a foot in the strategic effort and a foot in operational leadership to create intentional outcomes in the market.
21episodes
Episodes
Newest firstAll episodes
10 Years of Revenue Science: What Actually Works? | Wayne Anaka
3d ago00:49:00Tap to summarize🎙️ 10 Years of Revenue Science: What Actually Works? | Wayne AnakaWhat happens when you spend a decade not just learning Revenue Science, but actually applying it? 📈🧠In this episode of Living a Revenue Culture, Rick McPartlin and Josh Toupalik sit down with Wayne Anaka, one of the very first people to complete the Chief Revenue Officer Thinking certification and a longtime member of the Revenue Science community.Wayne shares his journey from more than 50 years in aviation ✈️ to building, growing, and selling a company—and how discovering Revenue Science changed the direction of his business and the way he thinks about growth.We explore:🔹 How Revenue Science has evolved over the last 10 years🔹 Why organizational alignment is critical to profitable growth🔹 Taking the guesswork out of revenue growth 📊🔹 Why your people are your greatest asset🔹 Building teams around individual "superpowers" 💪🔹 How Revenue Science applies beyond sales and marketing🔹 Wayne's concept of Revenue Engineering across operations, finance, and HR🔹 How AI can complement people instead of simply replacing them 🤖🔹 The connection between leadership, trust, safety, productivity, and revenue🔹 Wayne's advice for leaders discovering SmartRev™ and Revenue Science™ todayWayne has had a front-row seat to the evolution of Revenue Science from its earliest certification program to what has become SmartRev™ today—and his message is clear: sustainable revenue growth starts when the entire organization aligns around one goal. 🎯Whether you're a CEO, CRO, business owner, consultant, or leader trying to build a true Revenue Culture, this conversation offers lessons from someone who has been applying these principles for a decade.🎧 Watch now and discover what 10 years of Revenue Science looks like in the real world.#RevenueScience #SmartRev #RevenueCulture #Leadership #RevenueGrowth #BusinessGrowth #CRO #ArtificialIntelligence #BusinessStrategy #Podcast
Transcribe →🎯 Your Investments Are Failing Because Your Team Isn’t Aligned
Jun 1601:04:27Tap to summarizeIn this episode of Living a Revenue Culture, Rick McPartlin and Josh Toupalik sit down with Dan Miller and Deb Krizmanich of Business Value Story to explore one of the biggest hidden problems inside organizations: major investments often fail because leaders never fully define what success looks like.Dan and Deb explain why business value must be clearly articulated before companies invest in technology, transformation, go-to-market initiatives, M&A, strategic partnerships, or major growth projects. They share how misalignment creates rework, slows execution, increases cost, damages trust, and causes teams to move forward without a shared understanding of the value they are supposed to create.This conversation dives into how organizations can uncover hidden business value, bring the right leaders into the room, create a common language around outcomes, and turn significant investments into measurable returns.Topics include:💡 Why every organization needs a clear business value story🎯 How to define success before making major investments⚠️ The hidden cost of misalignment and rework📈 How business outcomes improve execution and ROI🤝 Why cross-functional alignment unlocks hidden value🧠 How leaders can connect people, strategy, technology, and revenue🔥 Why business value may be the great unifier inside an organization
Transcribe →The Difference Between Sales and Real Business Development 💼
May 400:48:44Tap to summarizeIn this episode of Living a Revenue Culture, Rick McPartlin and Josh Toupalik sit down with Mikey Maynard, a longtime revenue science practitioner, business development expert, and human capital strategist. 💡Mikey shares lessons from decades in B2B leadership, including his time helping grow major technology businesses, building captive leasing models, advising companies as a fractional CRO, and coaching executives through career transitions.The conversation explores why true business development is not the same as sales, why companies keep making costly hiring and onboarding mistakes, and how selfless leadership creates stronger people, stronger teams, and stronger revenue outcomes. 🚀The episode also dives into business acumen, job benchmarking, people analytics, executive relationships, and the difference between chasing short-term deals and building long-term platinum-quality customers.For business owners, executives, sales leaders, and young professionals, this episode offers a powerful look at how revenue is really created through people, trust, leadership, and disciplined business development. 🤝
Transcribe →Business Development Is Chess, Sales Is Checkers ♟️ | Building Revenue Through Relationships
Apr 2000:50:09Tap to summarizeIn this episode of Living a Revenue Culture, Rick McPartlin and Josh Toupalik sit down with Luke Voivoda and Cameron Eck of Ace Business Development for a sharp conversation on what actually drives growth. They break down the real difference between business development and sales, why indecision kills momentum, how relationships create long-term revenue, and why the future belongs to businesses that can combine human connection with smart AI-driven preparation. If you want to understand how to build a stronger pipeline, create trust in the market, and stop treating growth like guesswork, this episode is for you.
Transcribe →Marketing Isn’t Broken… Your Architecture Is 🧠🏗️
Apr 700:44:19Tap to summarizeIn this episode of Living a Revenue Culture, Rick sits down with fractional CMO Paul Mutuura to break down why most marketing fails before it ever has a chance to work. 🚫📣This conversation goes far beyond ads, SEO, and tactics. It dives into marketing architecture, business alignment, buyer understanding, and why true growth only happens when leadership, operations, culture, sales, and marketing are all moving in the same direction. If your company feels stuck doing random acts of marketing, this episode will help you think bigger and smarter. 🧠📈
Transcribe →Why Young Entrepreneurs Need Revenue Strategy, Not Just Hustle 🚀💡
Mar 1600:30:05Tap to summarizeIn this episode of Living a Revenue Culture 🎙️, Rick and Josh sit down with Precious Akupanyin to talk about what young entrepreneurs, freelancers, and content creators are missing when it comes to real business growth. Instead of just chasing trends or relying on hustle alone, this conversation dives into Revenue Science™, value transfer, long-term strategy, and why structure matters if you want sustainable success 📈🔥Precious shares his perspective as a young international marketer and explains why so many people have the talent and audience—but lack the strategy to truly maximize revenue. This is a powerful conversation about building with intention, creating trust, and growing a business that lasts 🌍🤝💼
Transcribe →Why Smart Teams Still Struggle: The Hidden Cost of Misalignment ⚠️🤝
Mar 200:55:44Tap to summarizeWhat if your real growth problem isn’t sales… it’s misalignment? In this episode of Living a Revenue Culture, Rick and Josh sit down with Jon Klein and Paul Sim to break down why organizations stall when teams don’t share language, don’t share reality, and try to “tool their way out” of chaos. You’ll hear why tools without a framework just automate chaos, how to make “alignment” measurable using diagnostics, and what it takes to build a Revenue Game Community where partners can help clients solve constraints as they move around the business. In this episode, we cover:Why “being great at the work” isn’t enough if you can’t transfer value (and get paid) The difference between symptoms vs root cause (and why leaders often only see symptoms) How clear process + shared language builds confidence and execution speed Why community matters: “make new money” together, not protect silos How SMEs can use AI to close the gap—when paired with structure 👇 If you’re building a business, leading a team, or supporting clients as a consultant/partner, this episode will sharpen how you diagnose the real constraint—and align people to fix it.#RevenueCulture #RevenueScience #SmartRev #Leadership #Operations #BusinessStrategy #ProcessImprovement #SMB #AI #Community
Transcribe →From Revenue Science to Real Execution 🎯 | Building the Partner Community
Feb 1600:47:51Tap to summarizeWelcome to Year 6 of Living a Revenue Culture 🎙️🚀 — where we focus on one thing: maximizing profit with the resources you already have 💰. Revenue Science defines a revenue culture as optimizing your people in a low-friction context (because people don’t optimize in chaos) 🧠⚙️ In this episode, Rick McPartlin and Joshua Toupalik are joined by Brad Cartier, our new delivery partner 🤝 — and we unpack how we’re upgrading the way we deliver services, not just talk strategy. We’re building a stronger partner community so clients can move from insight → execution → outcomes 🔥📈 What you’ll hear inside 👇 ✅ What “revenue culture” actually means (in plain English) ✅ Why we’re blending Gen Z + boomer strengths for better outcomes 👥⚡ ✅ Why your content is digital real estate 🏡📲 (and how it builds trust over time) ✅ How we’re evolving the show + delivery model going forward 🎥🧩 💬 Got a topic you want covered next? Send it in—we build future episodes around real questions and real execution.
Transcribe →Gen Z Meets Revenue Science: 🚀 Building Trust, Value, and Growth in a Digital-First World
Jan 1900:47:51Tap to summarizeWhat happens when Gen Z execution meets Revenue Science thinking? 🚀In this episode of Living a Revenue Culture, Rick McPartlin sits down with his grandson Joshua Toupalik—entrepreneur, digital operator, and founder of Golden Horizon Media—to talk about the future of revenue, trust, and business growth in a digital-first world.Joshua has spent the last decade helping modernize how Revenue Science is delivered—turning decades of IP into scalable systems using AI, digital platforms, and new learning models. Together, Rick and Josh explore how timeless revenue principles adapt to modern tools without losing their core purpose.🔥 In this episode:Why most businesses confuse transactions with real value transferHow Gen Z learns, experiments, and solves problems differentlyUsing AI to save time ⏱️, reduce friction, and scale trustWhy creating content is digital real estate 🏗️The shift from SEO to AI-driven discovery 🤖How Gen Z and Boomers can win together 🤝This conversation also previews where the podcast is headed next—more visuals, more education, more community, and more voices shaping the future of Revenue Science.Whether you’re a business owner, consultant, leader, or someone early in your career, this episode offers a clear look at how revenue, trust, and culture are evolving—and how to stay ahead.
Transcribe →From $7.10/Hour to Inc. 5000: Natalia Zacharin’s Playbook for Predictable Profit 💰📈
Jan 500:42:58Tap to summarizeWhat do you do when life forces a reset—and you’re starting over at $7.10/hour as a single mom? 💔➡️💪 In this episode of Living a Revenue Culture, Rick sits down with Natalia Zacharin, an Inc. 5000 entrepreneur whose story is equal parts heartwarming and brutally practical. Natalia breaks down how she went from “side-gig bookkeeping” (with no formal training) into building real decision support for founders—moving into fractional CFO services so clients don’t just “have numbers”… they know what to do with them. 🧾➡️📈 In this conversation, you’ll hear: ✅ Why “bookkeeping isn’t data entry” (it’s clarity) ✅ How to separate business vs. personal money and start bookkeeping immediately 🏦 ✅ The hidden “cost of chaos” (20–40% of top line) and how to recover it 💸🧯 ✅ Why forecasting becomes your “crystal ball” 🔮 ✅ Her hiring method (3 interviews + scorecards + personality tests) to get the right people in the right seats 👥 ✅ The non-negotiable truth: no sales = no business 📣 🆘 Need help finding the levers that move revenue + profit? Natalia can help—reach out here 👉 https://zacharinconsulting.com/revenue/
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