Sales Pipeline Radio

This week's show is called "He Predicted Marketing Automation and ABM.  What’s Next?!" and our guest is Jon Miller, CMO at Demandbase I ask Jon how do we get beyond ABM? If this is a marketing exercise, you're neutering its impact from the beginning.  The account-based revolution isn't over.  There's a reason why everybody has adopted account-based, but traditional demand generation is fishing with a net, whereas account-based marketing is fishing with a spear.  You throw your net out, you see what you catch, you don't know what you catch versus you go after the big fish. But I've been thinking a lot about the limitations of both ABM and fishing with a spear. And partly, it just comes down to... It doesn't feel very good to get poked by a spear. I think, fundamentally the fact that with traditional ABM, we would identify the accounts we really wanted to go after, and we'd go after them, regardless of whether they were interested in hearing from us or if it was the right time. And so, you end up having th

Listen in now to "Partner Marketing Best Practices with the Master" with my guest Jason Yarborough, VP of Partnerships at Terminus. @yarby As marketers, we focus so much on direct demand gen, direct sales-- we focus on this direct line of sight that marketers control and yet there is so much leverage and opportunity for so many people in their partner ecosystems. It is definitely more complicated, it's definitely less predictable, may be high risk, but lots of high reward. I ask Jason why is this function so interesting? What about partner marketing is so exciting? Jason shares about the pros and cons of how companies should think about direct versus indirect direct versus channel. There's a balance there between content and demand, between leveraging and building trust and credibility while also still driving pipeline. ROI is a two-way street. How do we also stay focused on deals? What's the chicken versus the egg, which one's the egg? I ask Jason about how to think about exclusivity versus playing multip

This week's show is called "The Startup of You: How to Prioritize Your Brand, Career & Future" and our guest is Ben Shapiro, host of the MarTech podcast and owner of benjshap LLC which is a Brand Development & Marketing Strategy consulting firm comprised of boutique consultants that help businesses identify, reach, and monetize their customers.  Accidental media mogul, Ben Shapiro, has a fascinating story of going from being a consultant and now really making his living with media properties.  I think it's a lesson for any marketer in any organization-- the power of creating your media channel. Ben shares some some lessons for those who want to engage an audience. This and a LOT MORE!  Listen in now and/or read the full transcript on the Heinz Marketing blog starting Monday. 1/18/21 at 6am PST.   "... relying on the things that you just do inherently well, it's going to drive you to be more successful... really understanding who you are as a person was lesson number one" Sales Pipeline Radio is

This week's show is called "The Art and Science of Sales Negotiations with Jeb Blount".  Jeb is the CEO of Sales Gravy.  Check out his excellent books.   Jeb shares what the salesperson in the future needs to get and understand and why he thinks this is the best time ever to be in sales ever because... ... in this crucible of pain that we've been through over the last year, salespeople and buyers, by the way, are being forced to learn new technology, learn new skills, step out of these embedded comfort zones and start thinking, "Let's be flexible and agile." There is going to be a time to meet in person and there's going to be a time to meet by phone. There's going to be a time for text messaging. There's going to be a time for face-to-face meetings. So why not get good at all of those things so you can meet your buyers where they are and you can move faster. And by the way, probably have more time to spend with your family like me. I also ask Jeb what are some of the best practices he's seeing companies d

This week's show is called "How B2B Buys Software in 2020 (and Beyond): New Research and Insights Revealed" with Russ Somers, VP of Marketing at TrustRadius. We talk about their well known and respected annual survey, The B2B Buying Disconnect. It's a survey of over a thousand software buyers and vendors to get a sense of trends.  It's a deep, deep research piece. But this year, because there are so many changes in 2020, really generations shifting in terms of buying, a huge number of changes. It's the most dynamism seen in the market report ever, which makes it a really cool time to be in the business.   Check out the 10 takeaways.  I asked Russ, of the key takeaways, what are things he thinks are the most urgent for sellers to consider as they approach how they manage their buying journey moving into 2021? The biggest thing is you're not selling to the same person you used to, and that drives all these other changes. For this and more, DOWNLOAD THE REPORT and listen in now and/or read the full transcript

This week's show is called "The Lost Art of Note Taking" and our guest is Saro Zargarian, Senior Director of Go-To-Market Operations at Blueshift and creator of the SMART BOOK FIELD GUIDE. I am excited to have Saro on for a variety of reasons. He's been a leader in sales management and sales operations for a long time, but what really peaked my interest as a productivity organizational nerd, is what he's done with the SMART BOOK FIELD GUIDE. It's nothing like I've seen before. I'm a big Getting Things Done fan with David Allen, I've used a variety of journaling tools, full focus planners, et cetera, but I've never seen something specifically for salespeople. I ask Saro what was the impetus behind putting this together and where it came from.  It is a beautiful physical guide to helping sales leaders manage their day.  Plan with Intent, Execute with Conviction Saro talks about what that means and why intent and conviction are so important.  This and a lot more!  To learn more about Saro check out his w

This week's show is called "New Lessons on Agility, Leadership and Focus from 2020’s Headwinds" and our guest is Nimmy Reichenberg, CMO at Siemplify We cover a lot of ground-- talking about the unpredictable nature of this year planning for next year. And we touch a little bit on the interactivity between sales and marketing and driving predictable pipeline. I ask Nimmy what were some of the shifts they had to make in terms of creating more efficient marketing opportunities. I think A, we came up with content that was relevant for what our target market was going through. The second thing we did is what I call, embrace the suck. Listen in now for this and a LOT MORE-- or read the full transcript on the Heinz Marketing blog starting Mon. 11/09/20 at 6am PST.  _________________________________________________________ Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest

his week's show is called "Does 2020 Have any Silver Linings?" and our guest is Paul Roberts, Owner of OC Talk Radio. This time we talk about silver linings. I not only share a little bit about my experience, but also that of dozens of CMOs I've interviewed over the course of the last couple of months.  We definitely identified some themes that have been helpful for them as well. So, I think it's useful for us to think about what has been good from all this as well and what that means for you going into next year and beyond. Listen in now and/or read the full transcript on the Heinz Marketing blog.  Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

This week's show is called "What B2B Marketing and Hall & Oates Have in Common?" and our guest is Bryan Smith, Senior Marketing Manager at Tennant Company. Bryan has an interesting dichotomy where he is running advanced B2B marketing at a 150 year old manufacturing company. We talk a little bit about that juxtaposition and how he has been able to make that work. I also ask what the sales team needs for providing engagement and relationship building and if there are separate sales plays we need to put together that can be marketing supported to still help the sales team engage the field.  He shares if that is purely digital or going to expand beyond digital.   What I do know for sure is that going into 2021, I think with the continued uncertainty, we're going to have to get really focused. And I think as we're planning for next year, we're looking at doing fewer things better, and really trying to focus on the parts of our business that are the most... First of all, the most lucrative, and then also the

This week's show is called "Part User Conference, Part Woodstock. Would it Work Online?" and our guest is Christina Mautz, CMO at Moz We talk about lessons learned, plans for next year, implications for planning 2021 events, how MozCon went this year (going completely virtual), and a lot more. I think what we're going to keep from this year's experience is definitely to focus on what is most meaningful to our community, which is superior content. Christina shares with candor and openness about making the pivot Moz did--what worked, the things they found important, and shared implications for next year. We also took a quick pivot into culture.  For MozCon and for Moz customers, maintaining a community and really actively fostering a culture of diversity and openness and creativity within that culture is important. Christina shares some of the keys they've found to helping manage and maintain that culture and connectedness of employees when all of a sudden everyone was dispersed full-time working from home.

This week's show is called "Is Outbound the New Normal? How Prospecting has Changed in 2020" and our guest is Eric Quanstrom, CMO at CIENCE Technologies We talk all about outbound and how to make outbound work. We first talk about why outbound is still working and then differentiate between good outbound and all the bad outbound that we still see.  I think that number one, outbound works because it's taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward. And then backfills with all of the motions necessary to create sales opportunities for themselves with that targeted group. And that's really the secret sauce if you will. This AND A LOT MORE.  Listen in now and/or read the full transcript on the Heinz Marketing Blog starting Mon. 10/12/20 at 6am PST.   Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sal

This week's show is called "Multichannel Marketing Best Practices and Success Stories" and our guest is Nick Runyon, CMO at PFL. Ryan and I are talking about tactile marketing, talking about building relationships and the value of still leaning in on a non-digital world when we can. Nick says of PFL "... we are a marketing technology company. We have a SAS solution that coordinates tactile marketing, direct mail, dimensional mail with your digital marketing efforts. So, we integrate with your CRM or marketing automation platform to have a true multi-channel experience by that coordination, the orchestration of the physical and the digital. And, we leverage a long history of printing expertise in order to have that entire vertical integration operating at peak capacity for all of our customers." What we've seen is what you would expect that the warmer the contact, the more relationship that you have there, the more impactful it is. And the more quickly you can connect with a prospect and carry that convers

This week's show is called "Actions Sales Leaders Need to Take in a Recession" and I'm joined by Steven Benson, CEO of Badger Maps. We've all been faced with headwinds this year in terms of shifting demand, shifting way people sell, opportunity and challenges. I ask Steven about the advice he has given to the outside world and how much of that have he had to apply to his own business.  Steven talks about the importance of changing your messaging to better fit with the world and the mindset customers and prospects are in, in a down economy versus a good one.  Specifically, helping companies to do more with less. And then, showing prospects exactly how much in terms of dollars, you'll be able to help them do more with less. It could be less money, manpower, resources, whatever. We went through this exercise ourselves. It's a good example, but when times are good, the sales team and the marketing team at Badger, their messages is, "Hey, we're going to... We'll help you sell 20% more with your field sales team

This week's show is entitled"Creating a Predictable Pipeline with Special Guest, Cheri Keith" Cheri Keith is Head of Strategy for ON24. I think a lot about making sure, even though I'm no longer in an operational marketing leadership role inside a company, I maintain that edge. I have to make sure I still understand what operational marketers are going through, what the current issues are. I ask Cheri what where her best practices doing that as an analyst and what are some of her best practices for staying sharp.   The best practice for me was really just listening as much as humanly possible ... Ask for feedback really early on. People think you have all the answers, but you won't, so you may as well just go in very early and as part of a research process, whether you're creating a technology report or something that's more model and framework based and say, "I'd love your feedback on this." . And there's lots more all about creating predictable pipeline!  Listen in now or read the full transcript on the

This week's show is called "Wanna Be CMO of a B2B Travel Company Right Now?  Here’s How One is Pivoting and Winning" and her name is Wendy White, VP of Global Marketing at Egencia. As a marketing leader, not only in travel, but in B2B travel, this has been an interesting year. I ask Wendy to share a little bit about what it was like mid-March as the you-know-what started hitting the fan and what that was like internally for her.   As business leaders, we're going to have to figure out how to lead through this. I ask Wendy how she helped the team learn how to lead the customer, lead prospects, really be a voice of leadership and thought leadership to help figure out how to get through this together.   ----more---- "...bring your empathy to the fore and start putting yourself in the shoes of those customers. We asked ourselves what message is changing right now? What do clients and prospects need to hear? And we decided for us the best thing we could do was be a source of information and education." We also

This week's show, "How Design Thinking Can Help You Sell More" features Ashley Welch, Co-Founder of Somersault Innovation. Ashley starts us out describing her business and tells us what design thinking means as it relates to effective sales teams. Somersault Innovation is a sales enablement firm who has pioneered bringing the tools, techniques, and mindsets from the world of design thinking into the sales environment to help sellers at all levels in the sales organization, and really stay customer centric, stay co-creative with their customers and then accelerate the deal cycle. ----more---- Even though many people haven't heard of it, most people have been a beneficiary of it. Design thinking is an innovation process. I ask Ashley if there are particular organizations better suited for this approach.  Also, are there some were she sees particular red flags or warning signs or signals that this approach would be particularly useful? I think the more complex a sale is the more useful this approach is.  Let's

Don't miss this one.  We pack a lot of great information into a short amount of time!  Listen in now or read the transcript on the Heinz Marketing blog starting Monday, 8/24/20 at 6am PST.  Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

This week's episode is entitled "Successful Event Pivots: Best Practices and Lessons from Will Curran"  Will is the Founder and Chief Event Einstein at Endless Events. We talk about what it's looked like the last few months as he's worked with clients to create engaging events online. Will has so much energy and enthusiasm.  I ask him how much of that is a key part of the recipe for success. "...you have to do start with really good content. You can't just come in and say like, "Oh, we'll just create a high energy experience," and not have this thought-provoking, good content, good ideas and things like that as well." ----more---- I think where the last couple of months have shifted, since in-person experiences have dissipated and now we're a hundred percent virtual, is that people are also recognizing that there needs to be production value. I think that when people are now getting so much webinar fatigue and Zoom fatigue that they don't want to sit and watch a square box with someone talking with slides

This week's episode is entitled "What Cognitive Behavioral Therapy Has to do with Sales, Rollow-Up and Emotional Connections" and our guest is Jeff Shore, president of Shore Consulting.  Jeff has been a sales expert, author, speaker and executive coach for more than three decades.  He's guided executives and sales teams in large and small companies across the globe to embrace their discomforts and grow in ways never thought possible. ----more---- We talk about the new book, Follow Up and Close the Sale: Make Easy (and Effective) Follow-Up Your Winning Habit. And we talk about the work he's doing around customer experience and the law and the entire customer life cycle as well. We don't get a lot of people on the show that can talk about cognitive behavioral therapy. We also talk about his background and experience around research in this area and how it relates to sales. This and a lot more!  Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best

In this week's episode ("How to Personalize ABM: A Blueprint for Sales Executives") my guest is Kristina Jaramillo, President at Personal ABM. I ask her to describe her approach and what her firm does. I love the angle they're taking, we don't see it often enough. "We actually personalize everything from profiles, content, messaging, sales communications, because we want to get down to the level of the actual individual. Who is responsible within that account for different things? They're all going to have the end goal of increasing revenue for their company. But a sales rep is going to have a different goal than the SVP of Sales. Or whoever you're targeting, whatever decision making group you're targeting, they're all going to have different goals and we want to make sure to speak to all of them, so you can create that collective buy-in and change why they should be working with you versus maybe a competitor or why they even need to change at all." ----more---- We also talk a little bit about the persona