Tune in for a conversation with Kyle Norton, Chief Revenue Officer at Owner.com, on how modern revenue teams are using AI, data, and systems thinking to do more with less. Kyle breaks down how Owner built a highly efficient go-to-market engine by combining deep customer understanding with proprietary data, machine learning models, and relentless operational rigor.
The hosts dig into why today’s CRO must think like a systems engineer, how to evaluate AI tools without chasing silver bullets, and what founders get wrong when they expect AI to fix broken sales motions. They also explore the future of CRMs, agentic workflows, and why disciplined execution, not flashy tools, is the real competitive advantage in an AI-powered sales world.
Chapters
00:00 Introduction to AI in Revenue Generation
03:54 Leveraging Data for Targeting in Vertical SaaS
10:16 Building an Outbound Engine: Strategies and Results
13:13 Attention to Detail: The Key to Sales Efficiency
18:00 The Evolving Role of Sales Leadership
22:04 AI Integration: Balancing Top-Down and Bottom-Up Approaches
24:52 AI in Sales: Understanding Market Dynamics
28:12 Evaluating AI Tools: Testing and Implementation Strategies
32:53 The Future of CRM: Disruption and Integration
39:57 Architecting AI Solutions: Master Agents and Context Management
43:03 Organizational Design for AI: Building Effective Teams
References in the Show:
https://www.revenuebrew.com/stories/2025/10/06/why-cros-are-rising-in-popularity
https://www.hansonsearch.com/articles/sales-marketing-chief-revenue-officer/
Quote of the Show:
"You have to combine art and science. Like you can't just tell a model, hey, tell me what my ICP is. You have to bring nuance to it. And you have to have a very in-depth and intimate understanding of the types of customers that you feel like you can win and serve really well and try to get hyper-targeted with it. And all the AI tools can help tremendously to do that refinement and then eventually do the scraping, enrichment, scoring and targeting. But it all starts with a really clear understanding of ICP.” - Kyle Norton
Ways to Tune In: