Rattle & Pedal: B2B Marketing Podcast

<p>Mark Stach, Chief Services Officer from ESG SaaS-provider Sphera, shares when, why, and how firms should change their business models to maximize value for clients and the firm.</p> <p>The post <a href="https://rattleandpedal.com/how-and-when-to-adapt-professional-services-business-model/">Adapting Your Business Model to Maximize Value with Mark Stach</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Jeff Hyland from turnaround expert, CR3, tells us how CR3 determines a firm’s core value and why inertia is the greatest threat to long-term value creation for both healthy and at-risk firms.</p> <p>The post <a href="https://rattleandpedal.com/greatest-threat-to-long-term-value-creation-in-professional-services/">Determining and Driving a Firm’s Core Value-A Turnaround Expert’s View</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Steve Gido from ROG Partners, a leading valuation firm, talks about macro and micro trends impacting the creation and realization of value in the AEC industry.</p> <p>The post <a href="https://rattleandpedal.com/creating-and-realizing-value-in-the-aec-industry/">Creating and Realizing Value in the AEC Industry</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Michelle Swan joins us to talk about the objective and subjective value drivers that her growth-equity firm, Tercera, uses to evaluate firms. We learn that value is often in the eye of the beholder.</p> <p>The post <a href="https://rattleandpedal.com/the-investors-perspective-on-value/">The Investor’s Perspective on Value with Tercera’s Michelle Swan</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>We pivot to our new series, Creating a more valuable firm. In this episode, we talk about the definition of value and the value-creating levers leaders can pull to systematically enhance their firms.</p> <p>The post <a href="https://rattleandpedal.com/the-importance-of-creating-a-valuable-professional-services-firm/">The Importance of Creating a Valuable Firm</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Brian Caffarelli from Hewitt joins us again to share how to select key accounts, align your firm, and begin pursuing your ideal targets.</p> <p>The post <a href="https://rattleandpedal.com/key-account-program-professional-services/">Moving Beyond Just a List: Developing a Strategic Key Account Program</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>The Unified Commercial Engine used by Smart Technologies is an intuitive and innovative approach to organizing the sales and marketing function. We discuss the pros and cons of using it in professional services firms.</p> <p>The post <a href="https://rattleandpedal.com/unified-commerical-engine-in-professional-services/">Is the Unified Commercial Engine Organizational Structure Right for Professional Services Firms?</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Whether selling candy bars or complex B2B solutions, you need a sales plan. Jeff Bishop shares how to set your sales strategy in motion with actionable sales planning guidance.</p> <p>The post <a href="https://rattleandpedal.com/moving-from-a-reactive-to-proactive-sales-strategy/">Moving from a Reactive to Proactive Sales Strategy</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>What would happen if you blew up sales and marketing altogether? As it turns out, Jenna Pipchuk and Jeff Lowe of Smart Technologies did just that. And amazing things started to happen.</p> <p>The post <a href="https://rattleandpedal.com/b2b-sales-marketing-reinvention/">Blowing Up Sales and Marketing with the Unified Commercial Engine</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Conversational Intelligence is the “game tape” for high-performance salespeople. Learn from industry leader, Revenue.io’s CEO, Howard Brown how to apply this game-changing technology to your revenue generation efforts.</p> <p>The post <a href="https://rattleandpedal.com/applying-conversational-intelligence-with-revenue-io-ceo-howard-brown/">Applying Conversational Intelligence with Revenue.io CEO, Howard Brown</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>We discuss more tech roll-up chaos and answer the question, “Is Saletech the new Martech?”</p> <p>The post <a href="https://rattleandpedal.com/unleashing-the-power-of-sales-and-marketing-tech-with-dan-gottlieb-from-gartner-pt-2/">Unleashing the Power of Sales and Marketing Tech with Dan Gottlieb from Gartner – Pt 2</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>We discuss revenue-tech stacks, virtual selling, data stories, tech roll-up chaos, and what it all means to those responsible for leading growth in a B2B environment.</p> <p>The post <a href="https://rattleandpedal.com/unleashing-the-power-of-sales-and-marketing-tech-with-dan-gottlieb-gartner/">Unleashing the Power of Sales and Marketing Tech with Dan Gottlieb from Gartner – Pt 1</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Does Sales ruin everything? We have fun at Sales’ expense while discussing what the best Sales teams do and what the bad ones don’t.</p> <p>The post <a href="https://rattleandpedal.com/sales-ruins-everything/">Sales Ruins Everything</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Enverus Chief Sales Officer, David Ranucci, shares what it feels like for a firm to have the organizational alignment that moves a market. Learn what your firm needs to do to empower Sales to sell like the “good ol’ days” referred to in brand histories.</p> <p>The post <a href="https://rattleandpedal.com/lightning-in-a-bottle-what-it-feels-like-when-a-sales-team-fires-on-all-cylinders/">Lightning in a Bottle-What It Feels Like When a Sales Team Fires On All Cylinders</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Flo Heinrichs, long-time R&P listener, former Accenture marketer turn consultant, joins us from Germany to talk entrepreneurship, juxtapose big and small firm life, and banter in true R&P fashion.</p> <p>The post <a href="https://rattleandpedal.com/florian-heinrichs-from-consultancy-client-friendly-talks-marketing-and-pro-services-life/">Florian Heinrichs from Consultancy, Client Friendly, talks Marketing and Pro Services Life</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Shayne Jackson from Gartner shares insights on the evolution of sales training: what it takes to get into Gartner’s new Sale Training Magic Quadrant, what to look for in a training vendor, and how to ensure an ROI on this huge investment in your people.</p> <p>The post <a href="https://rattleandpedal.com/the-evolution-of-modern-sales-training/">The Evolution of Modern Sales Training with Shayne Jackson from Gartner</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>From being human to the foibles of content marketing to unleashing culture, we take time to reflect and consolidate our learnings from our brilliant guests on our Modern Selling series.</p> <p>The post <a href="https://rattleandpedal.com/what-weve-learned-about-modern-selling-professional-services/">What We’ve Learned About Modern Selling</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Learn what top firms do to reward performance, unleash their cultural strengths, and realize growth potential. David Rhoads from compensation strategy firm Three Point Consulting discusses the strategic implications that many compensation programs miss.</p> <p>The post <a href="https://rattleandpedal.com/how-to-create-a-growth-culture-with-david-rhoads/">How to Create a Growth Culture Without Killing Your Firm’s Soul</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Scott Brinker joins us to discuss the Martech trends and patterns exponentially impacting sales and marketing organizations. Learn how to competitively position your firm’s tech to exploit them and drive broader firm success.</p> <p>The post <a href="https://rattleandpedal.com/changing-sales-and-marketing-tech-landscape-professional-services-scott-brinker-chiefmartec/">Scott Brinker, Chiefmartec and HubSpot’s VP Platform Ecosystem, Riffs on the Sales and Marketing Trends of the 2020s</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Want to know how to be a successful channel partner? Brendan Sullivan from Coastal Cloud shares the not-so-secret secret to growth.</p> <p>The post <a href="https://rattleandpedal.com/how-to-be-a-successful-channel-partner/">Your Guide to Growth & Success as a Channel Partner with Brendan Sullivan from Coastal Cloud</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Cross-selling is the most misunderstood approach to revenue generation. Charlie Green shares why it’s so important for professional services firms to get cross-selling right—and how to do so.</p> <p>The post <a href="https://rattleandpedal.com/how-to-get-cross-selling-in-professional-service-right-with-charlie-green/">How to Get Cross-selling Right with Charlie Green</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Before you try to align Sales and Marketing, you must realize that you’re not solving a problem like the Hatfields and McCoys feud. Instead, you’re managing a tension to its synergistic and healthy potential.</p> <p>The post <a href="https://rattleandpedal.com/3-steps-to-get-sales-and-marketing-on-the-same-revenue-generating-page/">3 Steps to Get Sales and Marketing On the Same Revenue-Generating Page</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Is your team “selling out” or “selling in”? Learn how to use the normal attributes of being human to sell both more naturally and how buyers really prefer to buy.</p> <p>The post <a href="https://rattleandpedal.com/humanizing-sales-with-andy-paul-from-the-sales-house/">Humanizing Sales for Buyers—and Sellers—with Andy Paul from The Sales House</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>To scale, a firm must break out of the billable-hour trap. Killing the Seller-Doer mindset is the first step in getting free and unleashing your firm’s growth.</p> <p>The post <a href="https://rattleandpedal.com/shifting-your-firm-from-a-seller-doer-to-a-thinker-seller-culture/">Shifting Your Firm from a Seller-Doer to a Thinker-Seller Culture</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Joe Rice, CEO of CXponent, shares how professional services firms can help buying committees validate solutions and build consensus along the buyer’s journey</p> <p>The post <a href="https://rattleandpedal.com/how-to-help-clients-make-a-complex-purchase-with-joe-rice/">How to Enable Clients to Make a Smarter Complex Purchase with Joe Rice from CXponent</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Responding to RFPs in professional services firms sucks. RFPs are inefficient, expensive, and seldom lead to selecting the most qualified provider. Cal Harrison of Beyond Referrals teaches us how to fix them.</p> <p>The post <a href="https://rattleandpedal.com/whats-wrong-with-rfps-professional-services-cal-harrison/">Why RFPs Suck and What to Do About It with Cal Harrison from Beyond Referrals</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Content marketing was supposed to make buying and selling easier. Unfortunately, it did just the opposite. Gartner’s CSO Whisperer, Maria Boulden, shares why the pandemic, digitization, and sales behavior have combined for inefficiency and ineffectiveness.</p> <p>The post <a href="https://rattleandpedal.com/avoiding-the-sales-kill-box-gartners-maria-boulden/">Avoiding the Sales Kill Box with Gartner’s Maria Boulden</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>In part 2, Blair Enns shares how expertise, positioning, and value-based selling are inextricably linked. Learn why you should narrow your expertise and develop a differentiated POV that connects with buyers who value the value you provide.</p> <p>The post <a href="https://rattleandpedal.com/from-value-based-pricing-to-value-based-selling-with-blair-enns-part-2/">From Value-Based Pricing to Value-Based Selling with Blair Enns – Part 2</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>You cannot implement a coveted value-based pricing approach unless you implement value-based selling first. Learn why and how to do both effectively.</p> <p>The post <a href="https://rattleandpedal.com/value-based-pricing-and-selling-professional-services-blair-enns-part-1/">From Value-Based Pricing to Value-Based Selling with Blair Enns – Part 1</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Selling professional services in a technology-powered, content-marketing-inundated world is evolving. Is your firm adjusting its approach?</p> <p>The post <a href="https://rattleandpedal.com/evolution-of-professional-services/">Selling professional services is evolving. What does modern selling look like today?</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Leaders have a HUGE impact on our work and lives. A firm’s culture drives its growth and leaders drive the culture. These are the special people who have inspired and taught us to be leaders.</p> <p>The post <a href="https://rattleandpedal.com/our-leadership-heroes/">Our Leadership Heroes</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>We cover the leadership behaviors that shape growth-oriented cultures and separate the best firms from the mediocre ones.</p> <p>The post <a href="https://rattleandpedal.com/what-do-leaders-do-to-create-cultures-that-unleash-growth-potential/">Creating a Culture That Unleashes Your Firm’s Growth Potential</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Culture enables growth and leaders create culture. Are you creating a culture that enables growth or destroys your potential?</p> <p>The post <a href="https://rattleandpedal.com/leadership-foibles-that-limit-firm-growth/">Leadership Foibles That Limit Firm Growth</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>What fears do we humans suffer and where do they come from? We discuss the roots of the anxieties that shape our thinking, drive our behaviors, and fashion our firms’ cultures.</p> <p>The post <a href="https://rattleandpedal.com/fears-that-limit-leaders-and-professional-services-firms/">The Fears that Limit Leaders and Firms</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Fear is the elephant in the room of many professional services firms, fear of not knowing an answer, looking stupid, making a mistake, or “failing” in some way. Jeff Munn, a recovering consultant turned leadership coach, tells us how to recognize and address this obstacle so your firm can realize its growth potential.</p> <p>The post <a href="https://rattleandpedal.com/how-fear-inhibits-growth-in-professional-services/">How Fear Inhibits Growth in Professional Services</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>We revisit one of our most popular–and humbling–podcast subjects, “How we’ve screwed things up–and learned–along our careers.”</p> <p>The post <a href="https://rattleandpedal.com/growing-list-of-our-biggest-mistakes/">The Growing List of Our “Biggest” Mistakes</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>ESG will strategically impact professional services firms. Here’s how leaders can think about the ramifications to their firm’s positioning, demand generation, and employer brand.</p> <p>The post <a href="https://rattleandpedal.com/how-to-approach-esg-marketing-and-branding/">How to Approach ESG Marketing and Branding Successfully</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Environmental Social, and Governance (ESG) may not be the simple, straightforward trend you think it is. How you position your firm’s relationship to each area presents rewards and risks to your brand and firm’s performance. Have you defined the risks and rewards for your firm?</p> <p>The post <a href="https://rattleandpedal.com/the-risk-and-rewards-of-esg-positioning/">The Risks and Rewards of ESG Positioning</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>In the great post-COVID reset, Environmental, Social, and Governance measures are moving front and center when accessing capital, proposing new business, and hiring talent. We discuss the strategic implications of ESG on firms and their brands.</p> <p>The post <a href="https://rattleandpedal.com/how-will-esg-impact-professionals-services-brands/">How Will ESG Impact Professionals Services Brands?</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Every firm wants more leads. Here are some critical tips to get the most out of your lead generation investments of time and money.</p> <p>The post <a href="https://rattleandpedal.com/tips-for-building-a-base-of-high-quality-leads/">Tips for Building a Base of High-Quality Leads</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>We discuss how to use assessment tools throughout the marketing and sales funnel and the neuroscience behind driving higher quality leads and differentiated sales conversations.</p> <p>The post <a href="https://rattleandpedal.com/bridging-from-intellectual-capital-to-leads-in-professional-services/">Bridging from Intellectual Capital to Lead Generation: An Interview with Tom Hessen, CEO of 9 Lenses</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>What the early-pandemic and late-pandemic data say about leads and sales pipelines. We cover significant changes to lead volume, deal values, and sales cycle times. Is your firm’s performance up to par?</p> <p>The post <a href="https://rattleandpedal.com/post-pandemic-lead-flow-research-to-drive-your-lead-generation-strategy/">Post-pandemic Lead Flow Research to Drive Your Lead Generation Strategy</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Think you already know how to manage leads, don’t think lead management is important, or don’t know how to manage leads? This episode sheds light on the strategic importance of lead management and how top firms do it.</p> <p>The post <a href="https://rattleandpedal.com/the-strategic-importance-of-lead-management/">The Strategic Importance of Lead Management</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Jason and Jeff celebrate our 100th episode and 1087 days of bloviating with phenomenal guests and loyal listeners. Hear what listeners say about their favorite episodes, why they listen, and what J & J have learned from guests and one another.</p> <p>The post <a href="https://rattleandpedal.com/rattle-and-pedal-celebrates-100th-episode/">Celebrating 100 Episodes!</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>No term is more misunderstood in professional services marketing than the word lead. Learn why the proper definition is important and what it means to revenue generation activities.</p> <p>The post <a href="https://rattleandpedal.com/what-is-a-lead/">What is a Lead?</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>The thought leadership thought leader, Bob Buday shares lessons learned from a 30-year career helping firms think about and publish thought leadership in Harvard Business Review, Forbes and other prestigious journals.</p> <p>The post <a href="https://rattleandpedal.com/interview-with-thought-leadership-guru-bob-buday-part-2/">Intellectual Capital Hits and Misses: An Interview with Thought Leadership Guru, Bob Buday – Part 2</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>The thought leadership thought leader, Bob Buday shares lessons learned from a 30-year career helping firms think about and publish thought leadership in Harvard Business Review, Forbes and other prestigious journals.</p> <p>The post <a href="https://rattleandpedal.com/an-interview-with-thought-leadership-guru-bob-buday-part-1/">Intellectual Capital Hits and Misses: An Interview with Thought Leadership Guru, Bob Buday – Part 1</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Looking for a little inspiration to up your intellectual capital efforts from firms that are not McKinsey or Accenture? Jeff and Jason provide great examples of firms with disciplined, cool, differentiated approaches to their thought leadership.</p> <p>The post <a href="https://rattleandpedal.com/what-firms-do-intellectual-capital-strategy-well/">What Firms Do Intellectual Capital Strategy Well?</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Intellectual capital isn’t just about problem definition and lead generation. IC should focus on removing impediments at each stage of the buying cycle.</p> <p>The post <a href="https://rattleandpedal.com/intellectual-capital-removes-friction-buyers-journey/">How Intellectual Capital Removes Friction from the Buyer’s Journey</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>

<p>Your intellectual capital strategy must transform your core capabilities and knowledge into a compelling POV and real tangible client value.</p> <p>The post <a href="https://rattleandpedal.com/how-to-create-an-effective-intellectual-capital-strategy/">How to Create an Effective Intellectual Capital Strategy</a> appeared first on <a href="https://rattleandpedal.com">Rattle and Pedal</a>.</p>