How a former IT buyer rebuilt sales from the inside out

Cracking Outbound

Rick Kickert, co-founder and CEO of revlogic, joins Todd Busler to share how his time managing million-dollar budgets shaped a radically different approach to sales. Now advising some of the fastest-growing SaaS companies, Rick brings a buyer-first lens to pipeline generation, sales enablement, and revenue process design.

In the episode, Rick shares why chasing massive pipeline numbers often leads teams in the wrong direction, and what top reps do differently to cut through a noisy market. He reflects on a hard-earned lesson from a lost deal that changed how he thinks about differentiation, not as something you sell, but as something you show up with.

In this episode, you’ll learn:

• Why forecasting problems often start with win rates
• How to make every sales stage buyer-facing
• What reps should stop waiting on marketing to do

Things to listen for:

(00:00) Introduction

(02:50) Why most enablement teams get ignored

(03:46) Metrics that actually move revenue forward

(06:54) What buyers really want from reps

(10:31) How and Why AppDynamics hired a buyer to sell

(13:59) Impostor syndrome and finding your value

(18:16) Mapping sales stages to buyer jobs

(24:29) Standing out in crowded markets

(30:34) Easy ways to differentiate as a rep

(33:08) The painful lesson Rick never forgot