Monthly recurring revenue is the holy grail of every business.  Sam Jacobs, the Founder of Revenue Collective, joins George this week to compare notes on monthly recurring revenue and the effectiveness. Sam explains how not only does a product need to have market fit but that the product has to be ready and deliver value beyond a testing environment. He goes on to decode the notion that sales comes first, when in actuality it should start with product, then customer success, moving to marketing and demand generation, and then finally onto sales. Artificial intelligence is coming, what does that mean for our beloved SDR? George and Sam explore the importance of the human connection when it comes to sales.  Sam founded the Revenue Collective in 2016 and in a few short years and it has sky rocketed to over 600 members. The Revenue Collective is an exclusive membership for growth operators dedicated to providing support, assistance, education, and career growth to their members. He helps commercial operators change the trajectory of their careers. They are a global organization with official chapters in New York, London, Denver, Toronto, Boston, Indianapolis, and Amsterdam and more chapters coming online in the next few months and years. For the past 15 years, Sam has helped companies scale from just north of $0 in revenue to just shy of $300M. During that time, he's developed deep operational expertise with particular emphasis on go-to-market strategy and execution mainly with SaaS and recurring revenue businesses. Sam has been a commercial operator at GLG, Livestream/Vimeo, The Muse, and Behavox. Subscribe to the podcast now, on iTunes goo.gl/8vPm1B and Google Play goo.gl/uyDsij