The Transaction

What does a sales opportunity mean to you? Would the rest of your company give the same answer? Probably not. But not to fear, GTM leader, because Tricia Gellman, the Chief Marketing Officer of Box joins hosts Matt Amundson and Craig Rosenberg to explain how to fix the cracks between sales and marketing in B2B. Tricia outlines the importance of having shared goals across B2B sales and marketing teams, why defining terms clearly is so critical, and what it’s like for those selling AI tools to B2B buyers.Also, Craig recounts his time spent hanging out with reps at Dreamforce and Matt gushes about the events TOPO used to run.Critical TakeawaysA crucial component in driving B2B sales and marketing alignment is using the same metrics and dashboards to accomplish shared goals. Consistency and agreement on these metrics will help streamline the goal-setting process, reduce friction, and ensure everyone is working towards the same company objectives.Clearly define what constitutes an opportunity and different stages within the pipeline. Aligning these definitions across marketing and sales will prevent discrepancies and confusion, leading to more accurate performance tracking and reporting.Invest in brand building. A strong B2B brand is essential for long-term success and helps in making conversations happen at the C-suite level. This investment continues to pay off by fostering word-of-mouth recommendations and creating a lasting impression in the minds of decision-makers.Building a customer or peer community, especially around high-level executives and key decision-makers, can significantly enhance your brand's reach and credibility. Hosting events and creating opportunities for peer networking add tremendous value and deepen customer loyalty.Sponsored SegmentThis episode is presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.Interested in becoming a sponsor of The Transaction? Contact [email protected]:00 Tricia's Italy Trip & Career Advice03:08 Overcoming the Challenges of a B2B Chief Marketing Officer04:51 Managing Pipeline in the Current SaaS Environment08:56 How to Align B2B Marketing and Sales Teams23:26 Aligning Incentives Across Go-To-Market Teams24:01 Defining Opportunities and Meetings25:18 Adapting to AI in B2B Sales27:13 Transitioning to a New CMO Role in a B2B company32:22 Building a Customer Community and Product AlignmentSign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“Saying you can't do it because you don't have the data is just a cop out.” - Tricia Gellman“Everybody works to their goals. Whatever the incentive is, that's what people work towards.” - Tricia Gellman “One of the key roles of leadership across sales and marketing is really being clear on who are we going after? Why are we going after it? And then, how are we going to go after it?” - Tricia GellmanConnect with Tricia GellmanLinkedIn: https://www.linkedin.com/in/gellmansfmarketing/ Website: https://www.box.com/home ShoutoutsMini Peiris: https://www.linkedin.com/in/mini8ture/ Maria Pergolino: https://www.linkedin.com/in/mariapergolino/ Sydney Sloan: https://www.linkedin.com/in/sydsloan/ Ted Purcell: https://www.linkedin.com/in/tedpurcell/ Latané Conant: https://www.linkedin.com/in/latane-conant/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

Wow, Season Two is kicking off strong with this incredible episode with Dave Gerhardt, an astonishing marketer and the Founder & CEO of Exit Five. Dave joins Craig Rosenberg and Matt Amundson to share how he approaches using AI for B2B marketing, why LinkedIn influencers present a huge opportunity for B2B brands, and the outsized impact that building a strong Founder Brand can have for startups. Also, Matt shares his innermost feelings about Dave and Craig examines his own facial hair.Critical TakeawaysSocial media should be treated as the primary marketing channel for B2B SaaS brands, not just a supplementary piece of your strategy.AI tools are best used as an “idea starter” to get your writing going, rather than relying on the artificial intelligence to do the actual writing itself.Working with micro-influencers who have a strong, niche following can be highly effective in B2B SaaS. To see good results, it's important to create offers and content that align with what their audience wants to see. Narrowing down your Ideal Customer Profile (ICP) is crucial for B2B growth. Starting with a more specific market allows for easier traction and learning which you can later apply more broadly as your company scales. Sponsored SegmentNew Sponsor coming soon!Interested in becoming a sponsor of The Transaction? Contact [email protected]:00 Matt provides a safe space for Dave02:06 Discussing Founder Brand and B2B Marketing Strategies04:45 The Power of Personal Branding and Social Media for Startups09:42 AI Tools in B2B Marketing: Opportunities and Misconceptions20:00 B2B Influencers and LinkedIn Strategies for SaaS companies26:19 Understanding the Full Funnel in B2B Marketing27:26 The Power of LinkedIn and Social Media31:18 Narrowing Down Your Ideal Customer Profile (ICP)37:03 The Story Behind Drift's Success40:00 Building a Strong B2B Brand and Content Strategy46:56 An In-depth Review of Craig’s Facial HairSign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“Social media is the way marketing happens in our lives today.” - Dave Gerhardt“I use [AI] a lot as my writing partner, you can't really have writer's block anymore because you kind of always have something to get going” - Dave Gerhardt“I love you.” - Matt AmundsonConnect with DaveLinkedIn: https://www.linkedin.com/in/davegerhardt/ Website: https://www.exitfive.com/ Podcast: https://media.exitfive.com/podcast ShoutoutsAdam Robinson: https://www.linkedin.com/in/retentionadam/ Bland AI: https://www.bland.ai/ HeyGen: https://www.heygen.com/ Danielle Messler: https://www.linkedin.com/in/daniellemessler/ Natalie Taylor: https://www.linkedin.com/in/nataliecstaylor/ Capsule: https://capsule.video/ Planful: https://planful.com/ Mac Reddin: https://www.linkedin.com/in/mac-reddin/ David Politis: https://www.linkedin.com/in/davidpolitis/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

Today Matt and Craig open the floodgates to actionable marketing insights with seasoned guest, Carlos Hidalgo Co-Founder and CEO of Digital Exhaust. The episode focuses on the landscape of marketing, shedding light on the challenges and missteps related to AI, new technologies, and the tendency to chase after shiny objects. It examines the struggles CMOs face in balancing short-term demands with long-term strategies, emphasizing the significance of mutual respect and alignment between marketing, sales, finance, and product teams for sustainable success. Takeaways:Treat sales, finance, and product teams as partners. Spend dedicated time to understand their perspectives and needs, just as you would with external customers.Avoid reliance on broad ICP (Ideal Customer Profile) definitions. Instead, invest in detailed customer insights and keep them updated.Encourage shared goals amongst all business teams to foster a sense of joint accountability and drive consistent messaging and strategy.Resist the temptation to engage in short-term tactics at the expense of long-term strategy. Balance immediate actions with initiatives that build sustainable growth.Use customer insights to drive the creation of valuable content, campaigns, and product features that genuinely address customer pain points.Integrate sales feedback into marketing plans to ensure campaigns and content meet the practical needs of the sales process.Celebrate joint successes and publicly acknowledge contributions from different teams to reinforce the value of teamwork.Chapters:00:00 Introduction / Why Are You Bitter Today?02:08 Guest Introduction: Carlos Hidalgo02:30 Carlos' Story: Meeting Craig07:54 Market Misconceptions and Shiny Object Syndrome08:57 The Importance of Customer Understanding10:38 CMOs and the Seat at the Table18:09 Alignment Across the Organization25:58 Shared Goals and Compensation27:47 Customer-Centric Marketing28:18 Addressing Sales Roadblocks32:41 The People Problem in Alignment35:39 The Role of Marketing in Sales Success38:10 Understanding the Customer42:13 Final Thoughts and ConclusionQuote of the Show:“Growth doesn't go out of style. Growth has always been the goal.” - Carlos HidalgoSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Carlos:LinkedIn: https://www.linkedin.com/in/carlosahidalgo/ Website: https://digitalexhaust.co/ Shoutouts:Phil Fernandez https://www.linkedin.com/in/phil-fernandez-6902881/ Ray Rike https://www.linkedin.com/in/rayrike/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ McAfee https://www.mcafee.com/ ZoomInfo https://www.zoominfo.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode, Matt and Craig welcome Jon Miller, Co-Founder of both Marketo and Engagio, who discusses the evolution of B2B marketing and sales strategies. They critique traditional methodologies like MQLs and programmatic email marketing, stressing the need for creativity and relationship-building. Key themes from this episode include the significance of content quality over quantity, customer-centric approaches, and the foundational role of market positioning and core fundamentals. The conversation explores the strategic shift required of modern CMOs, the importance of proprietary research, personal branding, and community building for reputation, and the necessity of evolving marketing metrics and reporting to reflect new market realities.Takeaways:Emphasize creating high-quality, valuable content that genuinely addresses the needs and interests of your target audience. Avoid the temptation to flood the market with low-value, high-volume content.Assess the effectiveness of current marketing tactics and adapt to evolving market dynamics. Consider moving away from outdated methods that no longer resonate with buyers.Shift the focus from treating buyers as leads to nurturing relationships and providing genuine value. Evaluate how your strategies impact customer satisfaction and loyalty.Use long-form content like podcasts, research reports, and comprehensive guides to build authority and engagement.Encourage key executives and thought leaders within the company to build their personal brands. This can amplify the company's reputation and provide a human touch to your corporate identity.Create content based on unique, proprietary data that your organization possesses. This positions your company as a thought leader and provides valuable insights that only you can offer.Invest in creating and nurturing vibrant communities both online and offline, including organizing events, fostering online forums, and creating spaces for meaningful interactions.Chapters:00:00 - Discussing Matt’s Haircut01:29 - Guest Introduction: Jon Miller07:13 - Challenges in Modern Marketing12:45 - Customer-Centric Strategies20:48 - Content Creation and Market Education24:35 - Reputation vs. Brand: Building Trust in the Marketplace24:57 - Leveraging Personal Brands and Proprietary Research29:06 - The Role of Community in Reputation Building33:06 - Positioning and Differentiation: The Key to Market Success40:53 - The Evolving Role of the CMO43:48 - Concluding ThoughtsQuote of the Show:“We've lost sight of the core fundamental. The true core fundamental is a mindset of what's right for the customer.” - Jon MillerSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Jon:LinkedIn: https://www.linkedin.com/in/jonmiller2/ Website: https://www.jonmiller.com/ Shoutouts:Gretchen DeKnikker https://www.linkedin.com/in/gretchend/ Outreach https://www.outreach.io/ SalesLoft https://www.salesloft.com/ Gong https://www.gong.io/ Carta https://carta.com/ DemandBase https://www.demandbase.com/ Adam Robinson https://www.linkedin.com/in/retentionadam/ AudiencePlus https://audienceplus.com/ John-Henry Scherck https://www.linkedin.com/in/jhtscherck/ Rippling https://www.rippling.com/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode, Matt and Craig explore the role of advisors in driving B2B business growth with Carilu Dietrich, an ex-CMO and current hypergrowth advisor to CEOs and CMOs. Carilu shares her insights on the importance of having a skilled team of advisors to support executives, highlighting the need for different types of advisors at various growth stages. The discussion also delves into the nuances of building valuable professional networks and how to effectively seek and maintain advisory relationships. The episode emphasizes that the right advisory connections can be pivotal in determining the success and growth trajectory of a business.Takeaways:Determine the specific areas where your team lacks expertise and seek advisors who can fill those knowledge gaps.Create advisory roles with clear goals, timelines, and built-in review periods to ensure the relationship remains beneficial.Actively attend and engage in industry events and speaking engagements to build your network.Regularly nurture relationships with your network through periodic meetings and informal get-togethers to maintain strong connections.Maintain a small group of trusted individuals who are intimately familiar with your challenges and can provide immediate feedback.When reaching out to potential advisors or network connections, reference their work and specify how their expertise could help with your current challenges.Continuously assess the value derived from advisory relationships and refine your advisory strategy to better align with your evolving business needs.Chapters:00:00 - Introducing B2B Famous05:29 - The Importance of Advisors10:10 - Building Trust with Advisors14:08 - Effective Executive-Advisor Relationships21:29 - The Value of Continuous Learning23:37 - The Quest for Knowledge and Networking25:06 - The Role of Advisors in Business26:41 - Building and Leveraging Networks30:43 - Effective Outreach Strategies39:56 - The Importance of Layers in Networking42:24 - Conclusion and Final ThoughtsQuote of the Show:“Trust is the biggest currency we have in business.” - Carilu DietrichSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Carilu:LinkedIn: https://www.linkedin.com/in/cariludietrich/ Website: https://www.carilu.com/ Shoutouts:Maria Pergolino https://www.linkedin.com/in/mariapergolino/ Dennis Lyandres https://www.linkedin.com/in/dlyandres/ Atlassian https://www.atlassian.com/ 1Password https://1password.com/ Oracle https://www.oracle.com/ Rick Schultz https://www.linkedin.com/in/rischultz/ Databricks https://www.databricks.com/ Diego Lomanto https://www.linkedin.com/in/diegolomanto/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode, Craig and Matt host Dan Gottlieb, Vice President Analyst at Gartner. They discuss sales strategies, highlighting the need for modern sales organizations to rethink their talent strategies, simplify sales processes, and intelligently apply technology. Dan shares insights from Gartner research on the competencies of high-performing sales reps and the importance of adaptability, tactical flexibility, and AI partnership. They also discuss the challenges and opportunities in adopting AI in sales, the value of point-of-view selling, and how technology can enhance sales tactics.Takeaways:Focus on hiring and developing talent that exhibits essential future skills like mentalizing, tactical flexibility, and AI partnership. Develop hiring processes that test these competencies through practical exercises and scenarios.Replace overly complex sales methodologies like MEDIC and MedPIC with simplified processes centered around developing a differentiated point of view and creating compelling business cases, making the sales process more agile and buyer-focused.Emphasize practical applications such as AI-led sales research and automated transcription summaries to optimize efficiency.Encourage sales teams to be creative and adaptable in their approach to customer interactions and deal-making. Move away from rigid sales processes that can stifle innovation and responsiveness.Implement visual and interactive tools, such as virtual whiteboards for discovery and technical discussions. These tools can enhance engagement and collaboration during the sales process.Simplify and streamline buyer interactions by maintaining a focus on value delivery at each stage of the sales process. Ensure that your sales methodologies take into account the total buyer journey from initial engagement to final sale.Shift focus from generic approaches to more tailored, client-specific solutions. This entails understanding client needs deeply and adjusting your offerings to meet those needs uniquely.Chapters:00:00 - Discussing the Map and National Parks02:34 - Introducing Dan Gottlieb05:02 - Dan's Professional Journey10:28 - Sales Strategies and Talent Acquisition28:30 - Brief “Airplane” Reference 29:27 - Simplifying the Sales Process31:15 - Exercises in Sales Interviews32:50 - Point of View Selling34:13 - Interactive Discovery Techniques37:28 - AI in Sales Tech42:24 - Challenges in AI Adoption51:41 - Storytelling in Sales56:05 - Closing out the EpisodeQuote of the Show:“Think about what great prospecting is. It's all about finding a point of view and delivering that in a time that makes sense with a message that makes sense, but it originates from a point of view.” - Dan GottliebSponsor:The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Dan:LinkedIn: https://www.linkedin.com/in/danielpgottlieb/ Website: https://www.gartner.com/en Shoutouts:Glacier National Park https://www.nps.gov/glac/index.htm Cutco https://www.cutco.com/ Miro https://miro.com/ Lucid Chart https://lucid.co/ ZoomInfo https://www.zoominfo.com/ Gong https://www.gong.io/ Outreach https://www.outreach.io/ Clari https://www.clari.com/John Barrows https://www.linkedin.com/in/johnbarrows/ Ashley Welch https://www.linkedin.com/in/awelch1/ Microsoft CoPilot https://copilot.microsoft.com/ Jeremy Donovan https://www.linkedin.com/in/jeremeydonovan/Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In today’s episode, Matt and Craig are joined by AJ Gandhi, Chief Growth Officer at Marlin Equity. The discussion is an in-depth exploration of go-to-market (GTM) strategies. They cover the importance of core selling skills, the impact of over-reliant sales enablement tools, and the undervalued power of creative marketing. AJ emphasizes the critical role of coherent, cross-functional collaboration in GTM strategies and the need to reassess current methods to align with today's discerning buyers. They also discuss the importance of accurate marketing spend, talent development, and the overlooked strategic role of customer and partner funnels in driving business growth.Takeaways:Be realistic about growth objectives and ensure that spending on sales and marketing is justified by actual returns.Focus more on marketing activities influencing the self-managed buyer's journey as buyers become more self-sufficient.Prioritize marketing activities that can quantitatively demonstrate influence on the buyer’s journey rather than just focusing on attribution metrics.Define and rigorously pursue your Ideal Customer Profile (ICP).Create and maintain a targeted list of potential customers. Ensure all marketing and sales efforts are aligned with engaging this list.Implement structured hiring and talent assessment practices to ensure you are onboarding the right people.Ensure the CEO and executive team understand the value of different marketing and sales strategies and invest in the most promising approaches.Chapters:00:00 - Introduction and Paella Party Realization01:06 - AJ's Networking and Social Schedule06:59 - The Value of In-Person Problem Solving10:48 - Rethinking Go-To-Market Strategies14:15 - The Importance of Marketing in the Buyer’s Journey21:38 - Holistic Approach to Pipeline Management28:50 - Marketing Spend and Attribution41:24 - Challenges in Sales Talent Development47:34 - Evaluating Marketing Investments50:04 - Building a Winning Team51:14 - Closing Thoughts and FarewellQuote of the Show:“People just need to step back and almost like forget all the stuff that they're doing that's part of the standard playbook. Take a step back and really think about what are we trying to do here and how do we actually influence these buyers’ dreams.” - AJ GandhiSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with AJ:LinkedIn: https://www.linkedin.com/in/anjaigandhi/ Website: https://www.marlinequity.com/ Shoutouts:Sydney Sloan https://www.linkedin.com/in/sydsloan/ Ryan Azus https://www.linkedin.com/in/ryanazus/ RingCentral https://www.ringcentral.com/ Marc Benioff https://www.linkedin.com/in/marcbenioff/ Jen Igartua https://www.linkedin.com/in/jen-igartua/ Salesforce https://www.salesforce.com/ Guy Rubin https://www.linkedin.com/in/rubinguy/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode of 'The Transaction,' Matt and Craig are joined by John Common, CEO of Intelligent Demand, to discuss various aspects of B2B growth strategy. The conversation focuses on the importance of different go-to-market motions, ICP targeting, and the implementation of cross-functional alignment. John stresses moving beyond tactical focus to strategic integration, operationalizing alignment, and realistically tackling people problems to achieve scalable growth. The episode wraps up with a focus on practical steps for CEOs and ELTs to improve business performance through clearly defined roles and metrics, and learning from successful case examples.Takeaways:Regularly assess and adjust the ICP (Ideal Customer Profile) to ensure that targeting remains focused and effective. This ensures marketing and sales aim at the most lucrative customer segments.Translate alignment from a conceptual level to actionable, everyday practices. Implement clear role definitions, SLAs, and regular cross-functional meetings to ensure sustained alignment.Distinguish between primary and secondary go-to-market motions. Focus resources on getting exceptionally good at one or two primary motions before expanding efforts.Constantly educate and train leadership and teams on effective go-to-market strategies and the importance of cross-functional collaboration. Consider establishing training programs or workshops for this purpose.Sales and marketing should collaborate closely during the budgeting process to ensure coherent and mutually supportive plans. Present a unified budget to the board to reinforce company-wide commitment to shared goals.When facing alignment or performance issues, carefully diagnose whether they stem from role misalignment, poor management, or cultural issues. Address these root causes rather than defaulting to replacing personnelThe CEO or top leadership must set a strong precedent for cross-functional collaboration. Leaders should emphasize the importance of integrated strategies and reinforce them by example and mandate.Chapters:00:00 - Craig’s Hat and John's Music03:50 - Transition to Business Talk05:19 - Discussing Business Alignment08:28 - The Importance of Integrated Growth Plays25:17 - Professed vs. Actual Alignment29:05 - Realistic Expectations for Operators29:26 - Challenges in Sales and Marketing Alignment31:57 - Product Management in SMBs33:21 - Scaling Post Product-Market Fit36:49 - The Role of Heroics in Business Success47:20 - Final Thoughts and ReflectionsQuote of the Show:“By doing more, you actually might be hurting your brand more, you might be pissing buyers off more, and you definitely will be wasting your budget more.” - John CommonSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with John:LinkedIn: https://www.linkedin.com/in/johncommon/ Website: https://intelligentdemand.com/Podcast: https://www.growthdrivershow.com/ Shoutouts:Mark Kosoglow https://www.linkedin.com/in/mkosoglow/ Ray Rike https://www.linkedin.com/in/rayrike/ Salesforce https://www.salesforce.com/ Definitive Guide to Lead Scoring https://business.adobe.com/resources/guides/lead-scoring.html Quartet https://www.quartet.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Today Craig and Matt welcome guest Andy Raskin, a renowned figure in the B2B space. The discussion revolves around the importance of creating impactful sales narratives. They discuss the structure and strategy behind compelling sales decks, leaning on examples like the famous Zuora deck. Andy shares insights on transitioning from founder-led sales pitches to scalable narratives and emphasizes the significance of CEO involvement in crafting these stories. The conversation also explores how narratives can frame market changes and embody a movement, making them more relatable and engaging for diverse audiences. Takeaways:Emphasize understanding and communicating the significant shifts in the market. Define the transition from the old way of doing things to the new, improved method. This helps in making the change more tangible and understandable for the audience.Clearly describe the benefits or the "promised land" that will be achieved by adopting the new approach or mindset.Ensure that the CEO or top leadership is deeply involved in crafting and telling the company’s story. This helps align the entire organization around a unified narrative.Include insights from sales, marketing, product, and other relevant teams to enrich the narrative with diverse perspectives and validate its applicability across different functions.Utilize the same narrative across various contexts like sales meetings, investor presentations, media interactions, and recruiting conversations to maintain consistency and reinforce the message.Revisit and adjust the narrative as the company grows, especially when integrating new acquisitions or entering new markets. Ensure the core story remains relevant and compelling as the business landscape evolves.Chapters:00:00 - Welcome to Foster City01:13 - Introducing Andy Raskin02:02 - The Greatest Sales Deck Ever04:43 - The Power of Movements in Business17:59 - The Subscription Economy23:07 - The Importance of CEO Involvement in Sales Decks26:16 - Challenges in Replicating Founder's Passion27:21 - Crafting a Compelling Narrative27:59 - The Role of the CEO in Shaping the Narrative29:27 - Key Points in a Company's Growth31:29 - Teasing the Promised Land36:00 - Identifying and Overcoming Obstacles43:51 - The Power of a Unique Story48:02 - Final Thoughts and Closing RemarksQuote of the Show:“He’s championing a movement, and I think the best leaders, I'm not even talking about marketers, I'm talking about CEOs, frame their companies this way.” - Andy RaskinSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Andy:LinkedIn: https://www.linkedin.com/in/andyraskin/ Website: https://andyraskin.com/ Shoutouts:Zuora https://www.zuora.com/ Marc Benioff https://www.linkedin.com/in/marcbenioff/ Barnes and Noble https://www.barnesandnoble.com/ Salesforce https://www.salesforce.com/ Tien Tzuo https://www.linkedin.com/in/tientzuo/ Dreamforce https://www.salesforce.com/dreamforce/ One Trust https://www.onetrust.com/ Chris Voss https://www.linkedin.com/in/christophervoss/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode, Matt and Craig delve into the evolving landscape of LinkedIn as a key platform for B2B thought leadership and brand building with the insights of Alec Paul, a LinkedIn strategist and Founder of SalesBrand. Alec discusses the significance of authenticity, audience engagement, and the potential of LinkedIn video. The conversation also covers the limitations and strategies for optimizing LinkedIn profiles, promoting podcasts, and understanding LinkedIn's algorithm. This episode is a deep dive into actionable strategies that can transform LinkedIn into a powerful tool for business growth.Takeaways:Encourage executives and key leaders to build their personal brands on LinkedIn. This creates authenticity and can serve as a powerful channel for engagement and outreach.Share personal experiences, including successes and failures, to build trust and depth with your audience. Vulnerability makes leaders relatable and credible.Focus on producing high-quality, engaging content rather than flooding your feed with frequent, less impactful posts. Two to three well-crafted posts can be more effective than daily low-value content.While having a content calendar is useful, remain flexible to adjust based on what is resonating with the audience. Be prepared to pivot based on feedback and engagement metrics.Use podcasts or episodic videos to create compelling LinkedIn posts. Focus on extracting interesting stories or key insights from these content forms to create high-engagement posts.Ensure that LinkedIn profiles are well-crafted with a clear narrative. Include a professional banner image, a strong headline, and a detailed resume that aligns with the content being posted.Weave the company’s story into personal content authentically. Share insights into company decisions, product launches, and behind-the-scenes activities to engage the audience deeply.Chapters:00:00 - Gen Z Slang03:42 - Guest Introduction: Alec Paul06:05 - The Importance of Personal Branding on LinkedIn07:58 - Common Misconceptions About Outsourcing Content11:07 - Getting Started with LinkedIn Content17:39 - Finding Content Market Fit25:30 - The Sixth Sense Approach in Startups27:45 - Building Credibility Through Transparency30:20 - Turning Companies into Characters33:35 - The Role of Executives in Social Media38:54 - Leveraging Executive Brands for Go-to-Market47:19 - Challenges and Strategies in Podcast Promotion49:40 - (Not) Understanding LinkedIn's Algorithm54:07 - Concluding Thoughts and Future InsightsQuote of the Show:“You want to learn the best practices and different forms of engagement or writing, but you still need to be the most authentic you.” - Alec PaulSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Alec:LinkedIn: https://www.linkedin.com/in/alecjpaul/ Shoutouts:Adam Robinson https://www.linkedin.com/in/retentionadamSam Jacobs https://www.linkedin.com/in/samfjacobsPavilion https://www.joinpavilion.com/ Snowflake https://www.snowflake.com/en/ Sridhar Ramaswamy https://www.linkedin.com/in/sridhar-ramaswamyJohn Miller https://www.linkedin.com/in/jonmiller2Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode of The Transaction, Hosts Matt Amundson and Craig Rosenberg are joined by Ray Rike, the Founder and CEO of BenchmarkIt and the Co-Host of SaaS Talk, to delve into the world of metrics. Ray shares his passion for allowing SaaS operators to make metric-informed and benchmark-validated decisions by looking at metrics across the entire customer journey. He highlights key metrics such as CAC ratio, inbound hand raisers, and expansion CAC ratio, emphasizing their crucial roles in making informed business decisions. The conversation also explores the significance of shared goals among go-to-market teams and the need for a detailed analysis of the sales funnel. The episode wraps up with actionable insights on optimizing sales and marketing investments to improve efficiency and drive sustainable growth.Takeaways:Move beyond just tracking the number of top-of-funnel leads. Look at long-term metrics such as the percentage of qualified pipeline from inbound hand raisers and the efficiency metrics like CAC ratio.Ensure that both the CMO and the CRO have shared goals that include both pipeline and revenue numbers. This shared accountability can drive better collaboration and overall performance.Track metrics such as cycle time, average contract value (ACV), and win rates for inbound hand raisers compared to outbound sourced leads to better understand the efficiency of your marketing efforts.Break down pipeline sources by marketing, outbound sales development, direct sales, and channel partners. Assess pipeline coverage ratios and CAC ratios for each source to identify inefficiencies.Adopt rolling metrics, such as five or nine months, to track the long-term impact of marketing investments like podcasts or large content initiatives.Set AE-specific pipeline goals and offer incentives for AE-generated opportunities to improve the balance and efficiency of pipeline creation.As your company scales, regularly reassess and reallocate resources between new customer acquisition and existing customer expansion to optimize efficiency and growth.Chapters:00:00 - Matt's Tardiness & Ray's GE Story01:40 - Introduction to Ray Rike, the Founder & CEO of Benchmarkit03:37 - Ray's Mission: Understanding SaaS Metrics & Benchmarks08:11 - B2B Marketing Metrics: CAC Ratio and Pipeline Efficiency11:43 - Deep Dive: CAC Ratio and Marketing Spend for SaaS Startups25:26 - Sales Development & Pipeline Coverage in B2B29:27 - Pipeline Challenges & Inefficiencies in B2B SaaS32:49 - The Importance of Go-to-Market Alignment for Startups34:16 - Evaluating SDR Performance and Metrics for Sales Leaders35:41 - Optimizing Startup Growth in a Capital-Constrained Environment41:15 - Shared Goals and Collaboration in B2B Sales & Marketing teams49:33 - The Impact of Expansion CAC Ratio53:59 - Concluding Thoughts and Key TakeawaysQuote of the Show:“I believe that shared goals that are measurable by metrics help with alignment and integration of a go-to-market team.” - Ray RikeSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Guest LinkedIn: https://www.linkedin.com/in/rayrike/ Guest Website: https://www.benchmarkit.ai/ Shoutouts:Dave Kellogg https://www.linkedin.com/in/kelloggdave/ SaaS Talk with the Metrics Brothers https://www.benchmarkit.ai/saas-talk SaaS Metrics Palooza https://www.benchmarkit.ai/saas-metrics-palooza Byron Dieter https://www.linkedin.com/in/byrondeeter/ Bessemer https://www.bvp.com/ Dave Spitz https://www.linkedin.com/in/dspitz/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

The Transaction’s guest today is one of many talents. Jen Igartua, who is not only the CEO of GoNimbly but also a side hustler in both comedy and board game designing, provides her insights on the sales and marketing world today. The conversation covers transforming B2B sales strategies using signal-based selling and PLG (Product-Led Growth) insights. Jen shares her innovative approach of using algorithmic scoring and playbooks to refine lead scoring and offering specific actionable insights for sales teams. She emphasizes the importance of integrating data from diverse sources and creating systems in Salesforce to optimize outcomes. The discussion also touches on evolving roles for SDRs and leveraging automation to enhance their effectiveness. Towards the end, Jen shares her side venture as a board game designer and the unexpected success of her game, 'Side Effects.'Takeaways:Develop a system that triggers alerts and notifications based on specific business signals, ensuring those signals are integrated into CRM platforms like Salesforce for easy access by sales teams.Deliver summarized and relevant data insights to the sales team. Ensure that raw data is processed into actionable information, with clear next steps included.Design playbooks that align with specific triggers and signals, providing the sales team with structured guidance on how to respond and engage clients based on the data insights.Ensure that all customer interactions, whether in marketing or sales, are unified in a single repository like a data warehouse and accessible from the CRM. This avoids silos and allows for a holistic view of client engagement.Consider automating the initial touchpoints of outbound campaigns through marketing, and then routing the responses and qualified leads to SDRs for further personalized engagement.Move beyond traditional lead scoring to a more outcome-focused model that considers multiple signals for different stages of the customer lifecycle, such as expansion opportunities and churn risks.Even with automation, ensure that meaningful human interactions remain a core part of the sales process, particularly for high-value touchpoints.Chapters:00:00 - Jen's Comedy Career01:28 - Welcoming Jen Igartua02:48 - Jen's Background and Experience03:28 - The Big Question04:12 - Shifts in Lead Scoring07:10 - Intercom's Tactical Example08:40 - Challenges in Signal-Based Selling14:29 - Building Effective Sales Playbooks18:39 - Integrating Signals into Salesforce25:10 - Leveraging High Usage Data for AI Product Pitches26:01 - Effective Playbooks and Workflow Integration27:05 - The Shift to Data Warehouses29:29 - The Role and Future of SDRs in Sales33:27 - The Human Element in Sales Automation42:44 - Exploring the Side Hustle: Board Game Design46:53 - Conclusion and Final ThoughtsQuote of the Show:“It’s rare that you actually see folks really putting themselves in the customer’s shoes and saying ‘What do they actually need?’” - Jen IgartuaSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Jen:Jen’s LinkedIn: https://www.linkedin.com/in/jen-igartua/ Website: https://gonimbly.com/ Shoutouts:Scott Brinker https://www.linkedin.com/in/sjbrinker/ Esteban Kolsky https://www.linkedin.com/in/estebankolsky/ EverString https://lsvp.com/company/everstring/ Salesforce https://www.salesforce.com/ Intercom https://www.intercom.com/ Twilio https://www.twilio.com/en-us Ashley Welch https://www.linkedin.com/in/awelch1/ Dave Brock https://www.linkedin.com/in/davebrock/ Zendesk https://www.zendesk.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Today Mark Kosoglow, an experienced sales professional and an advisor at HockeyStack, discusses with Craig and Matt his insightful perspectives on sales strategies. He emphasizes the importance of creativity over sheer volume in outreach and the challenges posed by current sales practices. Mark highlights his approach to sales from his time at Outreach, underscoring the significance of business acumen, the use of relevant buyer experiences, and the concept of a 'buyer room.' The discussion also explores the effectiveness and potential drawbacks of digital sales rooms and inbound-led outbound strategies, concluding with a reflection on the importance of helping buyers make confident decisions.Takeaways:Evaluate and shift from increasing touchpoints to enhancing the quality of interactions. Encourage your sales team to prioritize meaningful, well-crafted communications rather than mass outreaches.Train your sales team to understand and analyze business data, industry trends, and customer insights.Develop sales processes and tools that are centered on the buyer’s journey. Consider introducing tools or methodologies that allow for co-creation with buyers to make them feel more involved and valued in the sales process.Leverage platforms like Slack where your customers are already active. Integrate your sales communications and materials into these existing workflows to increase adoption and engagement.Foster an environment where creativity is valued and different approaches are encouraged. This can help your team stand out in a crowded market.Reduce friction points for potential customers, like unnecessary qualification steps. Make it easier for them to get the information and demos they need, minimizing any barriers to engagement.Use AI to enhance the buyer’s experience, such as providing insights and recommendations based on their interactions. However, be wary of over-automation that could lead to impersonal experiences.Chapters:00:00 - Introduction and Story Swapping02:46 - Endorsements and Praise for Mark04:25 - Sales Leadership and Challenges06:44 - The Problem with Sales Touches14:04 - Creativity in Sales16:45 - Business Acumen in Sales22:11 - Marketing and Personalization24:31 - Sales Rooms Discussion27:10 - The Buyer's Perspective on Digital Sales Rooms28:46 - Real-World Sales Cycle Example30:26 - The Concept of a Buyer Room39:26 - Inbound vs. Outbound Marketing Debate44:22 - Reimagining the Sales Demo Process51:29 - Final Thoughts and ConclusionQuote of the Show:“Sales is a numbers game, but unfortunately there's two sides to that coin. One is if you don't do enough, you won't get results. The other one is if you do too much, you won't get results.” - Mark KosoglowSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Mark’s LinkedIn: https://www.linkedin.com/in/mkosoglow/ Shoutouts:Doug Landis https://www.linkedin.com/in/douglandis/ Outreach https://www.outreach.io/ Adam Robinson https://www.linkedin.com/in/retentionadam/ Little Red Book of Selling https://www.amazon.com/Little-Red-Book-Selling-Principles/dp/1885167601 Catalyst https://catalyst.io/ Dave Brock https://www.linkedin.com/in/davebrock/ Slack https://slack.com/ Matt Dixon https://www.linkedin.com/in/matthewxdixon/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/

This episode brings on Dennis Lyandres as the guest. He is currently an advisor at ICONIQ Capital and has many years of sales, marketing, and strategy experience. Along with Craig and Matt, Dennis discusses effective leadership techniques and the importance of relentless learning in the sales and marketing world. He emphasizes the importance of hiring curious, humble, and growth-oriented individuals. The conversation covers critical aspects of scaling a business, such as proactive hiring and firing practices, leadership development, and leveraging unique people strategies. They stress the need for purposeful learning and personalized development plans to foster great leaders and retain high-performing teams. This episode is chalked full of insight from Dennis, listen to hear more!Takeaways:When hiring, focus on vetting candidates for qualities such as curiosity, humility, and a growth mindset. These attributes can significantly impact their success and the culture of the organization.Effective firing is crucial. While hiring is about adding value, firing ensures that non-performing or culture-misaligned individuals do not hinder organizational progress. Handle firings with dignity and as potential growth opportunities for those individuals.Encourage a culture of continuous learning and development. This contributes to better leadership and organizational adaptability.Building and maintaining trust within the team is essential. Transparency in operations, especially involving key metrics and strategic goals, can significantly enhance trust and performance.Ensure that sales leaders and managers are adept at the core competencies and are continuously certified in areas like product knowledge and pitching.The B2B sales and marketing world evolves rapidly. Leaders need to stay updated and adapt quickly to avoid obsolescence.Chapters:00:00 Dennis's Story: From Cloudera to Procore02:34 Welcoming Dennis Lyandres03:16 The Rapid Evolution of B2B Sales and Marketing05:59 The Importance of People Strategy in Business10:20 Hiring and Firing: Key Leadership Insights16:09 Curiosity and Learning in Sales19:23 The Role of Leadership in Organizational Success27:33 The Excitement of Hiring vs. The Dread of Firing29:30 The Importance of Effective Firing32:01 Learning and Development in Leadership36:30 Transparency and Leadership Development40:53 Tailoring Enablement Programs for Leaders47:44 Developing Marketing Leaders51:19 Conclusion and Final ThoughtsQuote of the Show:“I'm willing to bet that leadership is the most important thing to winning, that training and development are super important.” - Dennis LyandresSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Dennis:Dennis’ LinkedIn: https://www.linkedin.com/in/dlyandres/ Website: https://www.iconiqcapital.com/ Shoutouts:Cloudera https://www.cloudera.com/ Lars Nilsson https://www.linkedin.com/in/lanilsson/ Procore https://www.procore.com/ SalesLoft https://www.salesloft.com/ Robert Koehler https://www.linkedin.com/in/rkoehler/ Carol Dweck https://profiles.stanford.edu/carol-dweck Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/

Today’s episode welcomes Sydney Sloan, former CMO of Drata and newest CMO of G2, to sit down with Craig and Matt to give strong insights on the evolving strategies being used in marketing. Sydney discusses the shift from account-based to segment-based strategies, and elaborates on how triangulation of data points can enhance targeting and campaign effectiveness. The discussion also covers practical approaches centered on data-backed decision-making, the importance of regular updates, and optimizing digital channels. Sydney emphasizes the necessity of clean data, strong branding, and a focused organic LinkedIn strategy. Listen now to hear her personal insights and hear examples from her experience!Takeaways:Marketers should consider evolving traditional account-based marketing (ABM) strategies to focus more on segment-based strategies. This involves identifying segments based on a combination of data points (like industry, buyer type, and pain points) rather than individual accounts.Keep your campaigns simple and focused. Instead of spreading your efforts too thin across multiple channels or segments, concentrate on a few high-impact segments and execute them well.Utilize both qualitative and quantitative data to inform decisions on where to invest marketing and sales efforts. This includes building financial models to forecast potential ARR from various segments.Leverage partnerships with platforms like Google and LinkedIn. Actively engage with platform representatives to get the most out of your ad spend and learn best practices.Focus on a few key industry events and participate in a big way to make a memorable impact. It’s better to show up strong at a few events than to have a diluted presence across many.Integrate both organic and paid strategies on platforms like LinkedIn. Use employees and satisfied customers to generate organic content that complements paid efforts.Ensure your brand voice is consistent across all channels, especially when spending on paid advertisements. Brand alignment is crucial for effective demand capture.Chapters:00:00 - Icebreaker: Dream Jobs1:49 - Intro: Sydney Sloan4:27 - Goodbye Account-Based Approaches9:44 - Creating Effective Segments18:50 - Implementing Segment Strategies24:10 - Building a Simple Segment Strategy25:49 - Channel Strategies: What Works and What Doesn’t28:54 - Going Big at Events: Strategic Success35:38 - Importance of Organic LinkedIn45:10 - Closing Thoughts/OutroQuote of the Show:“The choice that I made was we're not going to go to every show, but the shows we do go to, we're going to go big.” - Sydney SloanSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Sydney’s LinkedIn: https://www.linkedin.com/in/sydsloan/ Shoutouts:Drata https://drata.com/Salesloft https://www.salesloft.com/KnowBe4 https://www.knowbe4.com/Nicolas de Kouchkovsky https://www.linkedin.com/in/nicolask3/ Lisa Horner https://www.linkedin.com/in/lisahorner/Okta https://www.okta.com/Sprout Social https://sproutsocial.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Today’s episode showcases Craig and Matt as they hear powerful insights from the Founder of Cloud Ratings, Matt Harney, as he discusses the importance of ROI and value selling within the software industry. The conversation begins with a discussion on the underutilization of ROI calculators by software companies, emphasizing how personalized ROI can be a game-changer for sales. This episode also highlights AI potential and how that might look in the future. Listen to hear Matt Harney’s fascinating insights into the world of software research analysis.Takeaways:Emphasizing quantified ROI is crucial. Leaders should incorporate this into their sales strategies by developing personalized ROI calculators.The primary driver of high Net Promoter Scores (NPS) is the quality of support. Ensuring an excellent support experience can significantly uplift customer satisfaction and loyalty.There is a gap between the hyped potential of AI and its actual implementation by established players. Leaders should focus on practical, impactful AI integrations rather than just following trends.Security and HR software sectors yield higher quota attainment rates for sales teams compared to collaboration and productivity tools. This can inform strategic decisions on market focus and product development.Leveraging internal financial analysts such as FPA teams or CFOs to build ROI models can provide more credible, detailed insights. Software industry leaders should be flexible and prepared to adapt to evolving market demands and emerging technologies, ensuring their offerings stay relevant and competitive.Chapters:00:00 - Intro01:09 - Matt Harney: Passion for Software03:00 - Colbert Questions for Matt6:10 - Market Misconceptions7:58 - Power of ROI12:47 - Applications of ROI23:47 - Third Party Validation/True ROI28:29 - Revenue Multiples and Valuation30:34 - AI and SaaS33:46 - Future of B2B AI43:17 - Quality Support in SaaS46:49 - Most Attractive Categories in SaaS52:47 - Outro and Final ThoughtsQuote of the Show:“To me, it's surprising how little there is on ROI, and I think it should be a point of pride, right? That would be great if there was more of that in this industry because it also reflects that all of these things exist for a reason - it's to serve customers. You have to earn your way, and it all comes back to, what do customers get from the software?” - Matt HarneySponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Matt’s LinkedIn: https://www.linkedin.com/in/mattharneylinkedin/ Shoutouts:Colbert Questionert - Stephen Colbert https://thecolbertquestionert.com/#questions Dave Brock https://www.linkedin.com/in/davebrock/ 1992 Dream Team https://usopm.org/1992-mens-basketball-team/Chris Mullin https://www.nba.com/news/history-nba-legend-chris-mullin Anfernee Hardaway https://www.basketball-reference.com/players/h/hardaan01.htmlChris Webber https://www.basketball-reference.com/players/w/webbech01.htmlPenny Hardaway https://www.instagram.com/iam1cent/?hl=enPatrick Campbell https://www.linkedin.com/in/patrickccampbell/?originalSubdomain=prAres Management https://www.aresmgmt.com/ ZoomInfo https://www.zoominfo.com/ Microsoft https://www.microsoft.com/en-us/Crowdstrike https://www.crowdstrike.com/en-us/Oracle https://www.oracle.com/Gartner https://www.gartner.com/en Service Now https://www.servicenow.com/Calendly https://calendly.com/Salesforce https://www.salesforce.com/ G2 https://www.g2.com/ https://cloudratings.com/roi-of-it-software/https://cloudratings.com/software-roi-drivers/https://www.saasletter.com/p/drivers-of-nps-category-leadershiphttps://www.saasletter.com/p/selling-satisfactionhttps://www.saasletter.com/p/b2b-ai-interest-index-march-2024Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/

In today’s episode of The Transaction, hosts Craig and Matt sit down to talk with sales expert Dave Brock. Dave is a well-established sales consultant, the founder and CEO of Partners in EXCELLENCE, and the author of “Sales Manager Survival Guide”. They discuss the pivotal changes required in the sales approach, focusing on customer engagement, win rates, and efficient prospecting methods. Dave shares his insights on getting involved earlier in the buying cycle, understanding customer problems, and the importance of business acumen. He also shares multiple inspiring and informative stories from his many years of experience. Tune in for invaluable advice on transforming your sales strategies and achieving outstanding results from Dave!Takeaways:It's vital to understand customer pain points and align sales approaches accordingly to achieve better results.By improving customer understanding and engagement, companies can achieve higher win rates, larger average deal sizes, and shorter sales cycles.Instead of pitching products, the focus should be on understanding customer needs and challenges.Using the correct terminology specific to the customer’s industry can help establish credibility and understanding.Helping customers navigate the buying process can reduce sales cycle lengths and improve decision-making.Develop guides and tools to educate customers on how to navigate the buying process effectively. This not only helps the customer but also improves sales outcomes.Chapters:00:00 - Intro/Dave’s Rap Website01:55 - Welcoming Dave Brock03:04 - Flaws in Sales Approaches06:29 - Taking Control of the Buying Cycle12:30 - Importance of Business Acumen Training16:01 - Understanding Your Customer19:52 - The Colbert and Brock Questionnaires26:44 - The Importance of Language in Sales32:00 - Customers Don’t Know How to Buy37:57 - Engaging Customers Earlier42:44 - Dave’s Greatest Sales Story45:30 - Outro and Final ThoughtsQuote of the Show:“It's so easy to change our win rates. It's so easy to change our average deal value. It's so easy to do these things. But we never do it.” - Dave BrockSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Dave’s LinkedIn: https://www.linkedin.com/in/davebrock/ Shoutouts:HipHopBattle.com: https://www.hiphopbattle.com/ Wu-Tang Clan https://www.youtube.com/channel/UCl0q_XqiWDMA-Q9SzUO3y-Q “Sales Manager Survival Guide” by Dave Brock Sales Manager Survival Guide - Amazon Howard Dover, Professor at University of Texas - Dallas https://www.linkedin.com/in/howarddover/ Colbert Questionert - Stephen Colbert https://thecolbertquestionert.com/#questions Brock Questionert https://partnersinexcellenceblog.com/the-brock-questionert/ Procore Procore Website Motorola Rugged Wireless https://www.motorola.com/we/ General Motors https://www.gm.com/ Scala https://www.scala-lang.org/ Marketo https://chapmanbright.com/marketo/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this engaging episode of The Transaction, hosts Matt Amundson and Craig Rosenberg welcome Kevin Maney, renowned author of “Play Bigger” and expert in category design. Kevin shares his insights on the importance of creating a unique market category, how to effectively communicate a company’s value, and why businesses need to focus on solving specific problems rather than just showcasing their products. The conversation delves into the evolution of tech categories, the role of innovative messaging, and practical strategies for standing out in a crowded market. Whether you’re an entrepreneur, marketer, or business leader, this episode is packed with actionable advice to help you master the art of category design. Takeaways:The dominant design in a category sets the standard and expectations for all subsequent competitors.Effective messaging should focus on the problem your product solves, not just the product itself.The evolution of tech categories often follows the adoption of new technologies or significant shifts in context.Creating a new market category can place a company in a powerful position, setting industry standards.Regularly revisiting and updating your category design is crucial as market contexts continuously change.Chapters:00:00 Introduction02:00 Welcoming Kevin Maney04:00 Importance of Effective Messaging in Tech10:00 The Role of Category Design in Business Success15:00 Understanding Market Context and Missing Elements20:00 Creating and Communicating a Unique Value Proposition30:00 Examples of Successful Category Design40:00 Practical Steps for Implementing Category Design50:00 The Power of Storytelling in Business Strategy55:00 Outro and Final ThoughtsQuote of the Show:“Effective category design is about creating a space in people’s minds and setting the expectations for what your industry should be.” - Kevin ManeyConnect with Kevin Maney:LinkedIn: Kevin Maney (https://www.linkedin.com/in/kevinmaney/)Website: Category Design Advisors (https://www.categorydesignadvisors.com/)Shoutouts:“Play Bigger” by Kevin ManeyPaul Garosky, author of “The Evolution of New Markets”Sponsor:The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode of The Transaction, Matt Amundson and Craig Rosenberg are joined by Alastair Woolcock, a renowned expert in sales tech and AI. Together, they explore the current trends and future disruptions in sales technology, the importance of user experience, and the concept of signal-based selling. Alistair shares his insights on how enterprise buyers are adapting to new technologies and the vital role of data in driving sales and marketing strategies. Tune in for a deep dive into the future of sales tech and actionable advice on staying ahead in the competitive business world.Takeaways: • Sales tech vendors often overwhelm enterprise buyers with advanced features, neglecting the basic functionalities buyers need. • Microsoft’s Copilot and similar AI solutions are set to disrupt high-cost vendors by integrating essential features into everyday applications. • Achieving desired outcomes within six clicks is crucial for user adoption and success. • The difference between fast innovation (incremental improvements) and disruptive innovation (game-changing advancements) is vital for understanding market dynamics. • CIOs are increasingly repatriating data to on-premises to maintain control and leverage AI internally. • Warehouse-native applications will be essential as customers demand direct access to their data. • Signal-based selling focuses on actionable insights rather than just data analytics, driving more effective sales processes. • Consolidation of marketing and sales operations into pod structures can significantly improve efficiency and results.Chapters: • 02:00 Icebreaker and Spirit Animals Discussion • 05:00 Welcoming Alastair Woolcock • 07:00 Enterprise Buyers vs. Sales Tech Vendors • 12:30 Impact of AI and Generative AI in Sales Tech • 17:00 Importance of User Experience in Sales Tech • 20:00 Fast Innovation vs. Disruptive Innovation • 25:00 Data Ownership and Repatriation Trends • 30:00 Warehouse Native Applications and Data Access • 35:00 Signal-Based Selling Explained • 40:00 Consolidation and Operational Integration • 45:00 Lessons from B2C E-commerce for B2B Companies • 55:00 Outro and Final ThoughtsQuote of the Show:“Signals to me are about the action, not about the insight.” - Alastair WoolcockConnect with Alastair Woolcock: • LinkedIn: Alastair WoolcockShoutouts: • Brent Adamson: For insights on pod structures. • Dave Gerhart: For the book “Founder Brand.” • Lars Van Dam: For research on user experience and market performance.Sponsor:Ringmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.com.Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode of The Transaction, Co-Hosts Matt Amundson and Craig Rosenberg chat with Adam Robinson, founder of a $20 million ARR bootstrapped SaaS company. Adam shares his journey of leveraging LinkedIn for marketing, discussing the power of personal branding and asymmetrical marketing in today’s competitive business environment. He offers insights on content creation, audience engagement, and the future of sales strategies.Takeaways • Personal branding on LinkedIn can significantly impact business growth. • Authenticity and transparency build strong audience connections. • Asymmetrical marketing allows smaller companies to outmaneuver larger competitors. • Sharing both successes and failures creates relatable and engaging content. • Leveraging organic social media can lead to substantial business opportunities.Chapters • 00:00 Introduction • 02:00 Viral Memes and Easter Bunny Anecdote • 05:00 Welcoming Adam Robinson • 07:00 Adam’s LinkedIn Journey and Personal Branding • 15:00 Challenges in Outbound Sales and Market Trends • 25:00 Importance of Authenticity and Transparency • 35:00 Asymmetrical Marketing Strategies • 45:00 Building a Personal Brand and Engaging Content • 55:00 Outro and Final ThoughtsQuote of the Show“Being famous within your target audience is the most valuable thing you could ever have as a founder.” - Adam RobinsonConnect with Adam Robinson• LinkedIn: Adam RobinsonSponsorThe Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.Shoutouts • Andy Paul Podcast • Scott Lease • Chris Walker • Sam Jacobs • Devin Reed • Dave Gerhart • Anthony Kaneda • Shopify PlusPhrases Minted in this Episode • “Asymmetrical Marketing” • “Personal Branding on LinkedIn” • “Sharing the L’s”Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

In this episode of The Transaction, Co-Hosts Matt Amundson and Craig Rosenberg sit down with Becc Holland, a sales expert known for her innovative approaches to diagnosing and solving sales challenges. They delve into the nuances of effective sales strategies, emphasizing the importance of proper diagnosis over traditional sales tactics. Becc shares her insights on understanding buyer metrics, discovering hidden problems, and delivering real value.TakeawaysEffective selling is about diagnosing problems the buyer is unaware of.Understanding and leveraging buyer metrics are crucial.Sellers should focus on delivering insights, not just pitching products.Discovery calls should be separate from demo calls to allow thorough diagnosis.Providing value through actionable advice builds credibility and trust.Chapters00:00 Introduction02:00 Viral Meme and Easter Bunny Anecdote05:00 Transition to Business Discussion08:00 Welcoming Becc Holland10:00 Importance of Bold Moves in Marketing15:30 Discovering Hidden Problems25:00 Diagnosing and Solving Buyer Issues35:00 Metrics and Industry Averages45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final ThoughtsQuote of the Show "It's not about showing me that you know me; it's about showing me that you know something about me that I don't know." - Becc HollandSponsor The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.Connect with Becc HollandLinkedIn: Becc HollandShoutoutsGartnerForresterJordan PetersonAndy RaskinPhrases Minted in this Episode"Diagnose the Correct Things""Pain is Different from a Problem""Outlearn Your Competitors"Follow the ShowCraig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune InSpotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

In this episode of The Transaction, Co-Hosts Matt Amundson and Craig Rosenberg sit down with John-Henry Scherck, a strategic marketing expert with a knack for bold, game-changing moves. Together, they dive into the evolving landscape of content marketing and the importance of taking risks for big wins. John shares his insights on why dipping your toes in the water just won't cut it anymore and how significant investments and bold strategies lead to remarkable results.Takeaways:Small, iterative approaches often lead to mediocrity; bold moves yield bold results.Companies must have a unique and meaningful voice in a saturated market.Building an owned audience is crucial for long-term success, rather than relying on rented channels.Time to value and scannability are essential for effective content today.Strategic risk-taking in content creation can lead to significant wins.Chapters:00:00 Introduction02:00 Welcoming John Henry Scherck05:00 Importance of Bold Moves in Marketing15:30 Unique and Meaningful Content in a Saturated Market25:00 Building and Leveraging an Owned Audience35:00 Time to Value and Scannability in Content45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final ThoughtsQuote of the Show:“Bold moves get bold results. Safe bets lead to mediocrity.” - John Henry ScherckSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.comConnect with John Henry Schurk:LinkedIn: John Henry ScherckShoutouts:Eric Ries: The Lean StartupGremlin: Chaos Monkey GuideFonoa: International Tax GuidesAdam Robinson: https://www.linkedin.com/in/adam-robinson/Apollo: Apollo AcademyAudience Plus: Audience PlusPhrases Minted in this Episode:"Bold Moves Get Bold Results""Time to Value and Scannability""Go Big or Go Home Approach"Follow the Show:Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune In:Spotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

In this insightful episode of The Transaction, Craig Rosenberg and Matt Amundson are joined by Matt Dixon, renowned author and sales expert, to delve into the complexities of sales indecision. Matt Dixon shares profound insights from his book, The Jolt Effect, and discusses the significant challenges salespeople face today. He breaks down his innovative strategies for overcoming customer indecision, offering practical advice on how to navigate the nuanced sales landscape. Tune in for a masterclass on modern sales techniques and learn how to convert hesitation into confident decision-making.Takeaways:Salespeople must move beyond endless needs diagnosis and offer clear recommendations to guide customer decisions.Establishing trust through transparency about product limitations can build credibility and reduce indecision.High performers choreograph expert involvement to maintain their position as trusted advisors.Chapters:00:00 - Introduction and Anecdote: LinkedIn Encounter05:45 - Meet Matt Dixon: Sales Strategy Guru08:30 - The Jolt Effect: Addressing Sales Indecision14:20 - Choice Overload: Guiding Customer Decisions20:15 - Information Overload: Building Trust and Demonstrating Expertise28:40 - Outcome Uncertainty: Ensuring Value and Building Confidence36:50 - Applying the JOLT Methodology: Real-World Examples45:15 - Q&A: Handling Indecision in Sales Conversations52:30 - Final Thoughts and TakeawaysQuote of the Show:“If you want your customers to trust you as their expert, you have to be ruthlessly transparent about what you can and can't do.” - Matt DixonSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at Ringmaster.Connect with Matt Dixon:LinkedIn: Matt DixonThe Jolt Effect: https://www.jolteffect.com/Shoutouts:Pavilion: Pavilion WebsiteEPSTA: EPSTA WebsiteBrent Adamson: Sensemaking for Sales ArticlePhrases Minted in this Episode:"The Smartness Arms Race""Ruthless Transparency"Follow the Show:Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The TransactionSubstack: The Transaction SubstackWays to Tune In:SpotifyApple PodcastsYouTube

As a GTM leader, you’re probably working every day to improve your playbook and you’re not alone. If improving your sales motions is a serious priority, you should probably check out this episode. Doug Landis is the CEO of DL Advisory and both a renowned sales professional and storyteller. Doug joins Co-Hosts Craig Rosenberg and Matt Amundson for a B2B sales and messaging masterclass, including an explainer of his Hypothesis Selling methodology. Doug dives into why outbound sales motions have become so ineffective, the value of verticalization in competitive markets, and how much of an impact the "Thought-Leadershipization" of your Executive Team can have on your win rate. Also, Craig is locked in a life-or-death struggle against the internet and Matt shares his personal insights on Nick Mehta and Doug’s fashion choices.Takeaways:Outbound sales reps need to earn the right to have a conversation with buyers before they share more about who they are and what they do. Sellers need to show buyers that they know them and understand the problems they’re facing, more so than the product solutions and features the buyer thinks they need.The core idea of Hypothesis Selling is for sellers to communicate that they understand the problems a buyer is facing by providing them with a hunch or a hypothesis of what the seller thinks the buyer’s world might be like.Chapters:00:00 Triassic Tattoos02:44 Introducing Doug Landis: A Beacon of Sales Wisdom05:36 How has the GTM Playbook Changed in the Past 4 years11:34 The Art of Outbound: Rethinking Sales Strategies25:16 Unlocking the Secrets of Killer Products26:16 Survival Tips for Inferior Products27:37 The Art of Execution: From Market Demand to Customer Conversations34:24 The Impact of the "Thought-Leadershipization" of your Executive Team41:49 Who’s the Best-dressed in B2B?Quote of the Show:“If you're going to earn the right to actually share more about who you are and what you do, then you've got to build that.” - Doug LandisSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Doug Landis:LinkedIn: https://www.linkedin.com/in/douglandis/ DL Advisory Website: https://www.douglandis.com/ Shoutouts:Maria Pergolino: https://www.linkedin.com/in/mariapergolino/ Arc'teryx logo tattoo: https://www.tiktok.com/@kjadeg/video/7337453935013252394 Arc'teryx response: https://www.tiktok.com/@kjadeg/video/7345316691762711851 Lavender: https://www.lavender.ai/ Norwest Ventures: https://www.nvp.com/ Doug’s post about Norwest Ventures report: https://www.linkedin.com/posts/douglandis_kudos-to-norwest-venture-partners-for-this-activity-7179189994635370496-LULM?utm_source=share&utm_medium=member_desktopKyle Coleman: https://www.linkedin.com/in/kyletcoleman/ Copy.ai: https://www.copy.ai/ Infor: https://www.infor.com/ Chris Ball: https://www.linkedin.com/in/chris-ball-010/ Veeva: https://www.veeva.com/ Peter Gassner: https://www.linkedin.com/in/pgassner/ Nick Mehta: https://www.linkedin.com/in/nickmehta/ Gainsight: https://www.gainsight.com/ Amy Chang: https://www.linkedin.com/in/changamy/ John Barrows: https://www.linkedin.com/in/johnbarrows/ John Barrows’ episode of The Transaction: https://thetransaction.substack.com/p/augmenting-automating-the-transaction Robert Koehler: https://www.linkedin.com/in/rkoehler/ Brandon O’Sullivan: https://www.linkedin.com/in/tailwindsales/ Phrases Minted in this episode: The Honest, Truthful, Ideal Customer Profile"Thought-Leadershipization" of the Executive TeamFollow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Please welcome a phenomenal sales thought leader that is bringing some much-needed fresh ideas to the world of B2B sales. Ashley Welch is the Co-Founder of Somersault Innovation and the author of Naked Sales. Ashley joins hosts Craig Rosenberg and Matt Amundson to discuss the core idea of “Selling by Design”, how to craft a collaborative co-creating process with your buyers, and why you need to know how to navigate your customer’s customer map.Also, Craig gives an update on his son’s Instagram followers and Matt takes a sip of something scrumptious. Takeaways:Prioritize curiosity in customer interactions. Understanding the customer's needs, fears, and motivations through genuine inquiry can build stronger, trust-based relationships and uncover deeper insights into how to meet their needs effectively.Shift from presenting solutions to co-creating them with customers. This approach not only makes the solution more tailored and relevant but also builds a sense of ownership and partnership with the customer, leading to higher engagement and satisfaction.Push for a deeper understanding of the customer's broader ecosystem, including their end-users and other stakeholders. This comprehensive perspective can inform a more strategic and impactful solution that addresses wider organizational goals and challenges.Foster a mindset of innovation and creative problem-solving within the team by adopting principles of design-thinking. Encourage them to always start with the customer perspective and iterate solutions based on feedback and changing requirements.Chapters:00:00 - BRIEF Final Four Recap from Junior Sports Correspondent, Craig Rosenberg02:53 - Introducing Ashley Welch! 05:17 - Drink Break05:29 - Does Expertise Trump Curiosity in Sales?15:29 - Putting Yourself In The Customers' Shoes22:12 - Deep-dive into Design Thinking in Sales40:38 - Get More Creative With Your Discovery Process43:53 - Creating Your Customer’s Customer Map53:11 - 4 Doorways to Deeper Discussions with ProspectsQuote of the Show:“At the end of the day, I think everybody just wants to feel loved and listened to. That is your job as a seller. Love them, listen to them.” - Ashley WelchSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Guest LinkedIn: https://www.linkedin.com/in/awelch1/ Guest Website: https://www.somersaultinnovation.com/ Naked Sales: https://a.co/d/bZtDydk Shoutouts:John Barrows: https://www.linkedin.com/in/johnbarrows/ Doug Landis: https://www.linkedin.com/in/douglandis/ Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Our special guest today is a three-time CMO and seasoned veteran in the customer experience and SalesTech world who offers CX and sales software companies a wealth of expertise that he has accumulated over several decades. Nicolas de Kouchkovsky is a Fractional Chief Marketing Officer & Industry Analyst at CaCube Consulting. Nicolas joins Hosts Craig Rosenberg and Matt Amundson to discuss the transition from traditional methods to Signal-based Selling and the urgent need for precision and relevance in outbound sales efforts. They also dive into the critical role of modern data architectures, such as cloud data warehouses, in enabling efficient and effective sales strategies, stressing the importance of moving beyond CRM as the system of record to embrace more flexible, data-rich platforms.Also, Craig makes a re-introduction and Matt sets the record for the number of times a person has said data warehouse on a podcast. Takeaways:The transition towards signal-based selling highlights the need for marketers to adapt to advanced methods of identifying and engaging with potential customers. The ability to harness and interpret signals can significantly improve targeting and personalization.Precise market segmentation and pinpointing the Ideal Customer Profile (ICP) are more crucial than ever. Generic approaches are no longer effective. Teams should invest time in deeply understanding their target segments to tailor messages and offers accordingly.Crafting and communicating a clear, compelling value proposition is essential. Vague statements about benefits can undermine trust. Marketers must articulate how their products or services address specific customer needs and pain points.Chapters:00:59 Reintroducing Nicolas De Kouchkovsky02:34 Understanding Signal-based Selling11:57 The CRM As The System of Record27:23 Automation and Precision: The Future of Outbound34:41 The Lost Art of Segmentation44:11 AI’s Role is to Assist the Seller49:11 Get Rid of Mushy MessagingQuote of the Show:“If you start a business right now, your data should be the foundation and it will be your mid to long-term sustainable differentiator against any legacy business” - Nicolas de KouchkovskySponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Nicolas:LinkedIn: https://www.linkedin.com/in/nicolask3/ CaCube Consulting Website: https://www.cacubeconsulting.com/ Shoutouts:Scott Brinker: https://www.linkedin.com/in/sjbrinker/Fivetran: https://www.fivetran.com/Airbyte: https://airbyte.com/Clay: https://www.my-clay.com/6Sense: https://6sense.com/Demandbase: https://www.demandbase.com/Madkudu: https://www.madkudu.com/Bombora: https://bombora.com/Regie.ai: https://www.regie.ai/Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

To help you wrap your head around the rapidly evolving technological landscape as a revenue leader, we have a very special guest today. Mary Shea is the former Principal Analyst at Forrester and is currently advising and coaching multiple high-growth companies. Mary joins Hosts Craig Rosenberg and Matt Amundson to discuss the technology-enabled future of B2B sales organizations, which stages of the funnel should be automated first, and understanding “Signal-based Selling.”Also, Craig relishes getting a great compliment and Matt is put on the hot seat for one of his takes on B2B sales. Takeaways:Investing in sales training and enablement is vital, both internally and via third parties. This focus on upskilling is critical during times of change, especially as enablement professionals are among the first to be let go when budgets are tight. Consistent investment in enablement is key to maintaining a high-performing sales team.Look beyond point solutions to vendors who offer comprehensive support for the sales cycle. Try to work with vendors who possess an exciting vision for the future, particularly those who incorporate embedded and generative AI into their offerings, allowing for a more consolidated and efficient tech stack.Focus on insights over mere data to improve buyer-seller interactions. It’s much more important to extract meaningful insights from data, than just collect data for its own sake. The term 'Signal-based Selling' highlights the need for sales and marketing professionals to focus on actionable insights that drive meaningful engagements with prospects and customers.Chapters:00:00 - Craig is called a “Living Legend”01:23 - Introducing special guest Mary Shea03:30 - The Agile, Tech-Enabled Salesforce10:51 - Are Smaller Sales Teams the Future?13:12 - Can You Scale Back on SDRs & Sell More?17:41 - How Sales Leaders should Think about Automation Today 21:19 - Is Greater Specialization in Sales the Solution?29:18 - The Emerging SE Tech Stack34:05 - Embracing Gen AI in the Enterprise44:51 - Understanding Signal-Based SellingQuote of the Show:“If I’m a revenue leader … I need to think about technology as another arrow in my quiver.” - Mary SheaSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Mary:LinkedIn: https://www.linkedin.com/in/maryshea/ Shoutouts:Andy Hoar: https://www.linkedin.com/in/andyhoar/ Testbox: https://www.testbox.com/ Outreach: https://www.outreach.io/ Gong: https://www.gong.io/ Salesloft: https://www.salesloft.com/ Apollo: https://www.apollo.io/ Drift, a Salesloft Company: https://www.drift.com/ Seismic: https://seismic.com/ Mediafly: https://www.mediafly.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Joining Craig Rosenberg and Matt Amundson in Episode 5 is special guest Chris Orlob, the Co-Founder & CEO of pclub.io. Many of you probably know about Chris or his awesome work early on at Gong which helped the company reach hockey stick level growth. Chris shares his “unqualified” thoughts on when to gate content, how to get deals done on demo calls, and what prime sales prospecting outreach should look and feel like.Also, Craig compares himself to a cartoon image on a coffee mug and Matt mixes up two timeless classic holiday films. Takeaways:Some of the best prospecting messages don't even like talk about the product, its benefits, or your company. For example, a good prospecting email could be: [A very well articulated grasp of the challenges they're probably going through] and we've been able to help a bunch of other companies solve this. Is this challenge worth a live chat?“It's not multi threading, it's single threading with multiple people.”Chapters:00:00 - Comparing Craig’s Mug to Craig’s Mug07:24 - Customer at the Gates: Dodging the Ungated Content Dogma14:30 - Mastering Multi-Threading in B2B Sales28:16 - Demystifying the Sales Deck31:24 - Crafting the Perfect Prospecting Email37:06 - When to Demo & How to Run That Call48:00 - Negotiations: What Happens when there’s now Win-Win?Quote of the Show:“I'm like the world's least qualified marketer of all time, but I still have strong opinions about it.” - Chris OrlobSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Chris Orlob:LinkedIn: https://www.linkedin.com/in/chrisorlob/ pclub.io Website: https://www.pclub.io/ Twitter: https://twitter.com/Chris_Orlob Shoutouts:Kelly Wright: https://www.linkedin.com/in/kellybreslinwright/ Kelly Wright’s Episode of The Transaction: https://thetransaction.substack.com/p/people-people-people-kelly-wright?r=3iae7z Krysten Conner: https://www.linkedin.com/in/krystenconner/ Ted Purcell: https://www.linkedin.com/in/tedpurcell/ Ted Purcell’s Podcast Episode: https://www.gtmunfiltered.com/episodes/building-trust-through-grit-based-authenticity-ted-purcell-gtm-unfiltered-episode-006 Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Joining Hosts Craig Rosenberg and Matt Amundson is John Barrows, the CEO of JB Sales and Author of I Want To Be In Sales When I Grow Up. John outlines what led to the current poor performance amongst sales reps and what leaders can do about it to increase performance today and in the long run. They also get into why buyers dread demos, whether marketers should control all of the messaging from sales, and how smart sellers will approach incorporating AI into their workflows.Also, Craig tells a story about sending around a slide deck and Matt showcases the latest improvement to the production value of the show: the Clapper.Takeaways:Sales success is more achievable through repeatable processes than through unreliable shortcuts.Encourage personalized and relevant outreach: Teach sales reps to conduct thorough research before outreach, making every interaction as relevant and personalized as possible.Highlight the importance of business understanding: Sales reps must develop a deeper grasp of the customer's business landscape, priorities, and challenges for more effective positioning of solutions.Use AI to augment human efforts in sales, especially for research and personalization, but don’t try to automate humans out of the process. Augmenting > AutomatingChapters:00:00 - Matt Applauds Today’s Guest02:59 - The Golden Age of Sales and Its Pitfalls10:38 - The Role of Hard Work in Sales Success22:56 - Fixing The Crisis in Sales31:32 - Applying Design Thinking to Sales36:59 - Demystifying the Dreaded Demo44:29 - The Impact of Research and Preparation47:24 - The Role of Experience and Empathy in Sales51:37 - Addressing the Generational Shift in Sales PracticesQuote of the Show:“The quantity game is over” - John BarrowsSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with John Barrows:LinkedIn: https://www.linkedin.com/in/johnbarrows/ Website: https://www.jbarrows.com/ Sell Better Website: https://sellbetter.xyz/ I Want To Be In Sales When I Grow Up: https://www.iwanttobeinsaleswhenigrowup.com/ Shoutouts:Sam Jacobs: https://www.linkedin.com/in/samfjacobs/ Ashley Welch: https://www.linkedin.com/in/awelch1/ Naked Sales: https://a.co/d/1oJjOc2 Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/ Dan Waldschmidt: https://www.linkedin.com/in/danielwaldschmidt/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Today’s episode is a real treat because we have multiple amazing guests joining Craig Rosenberg and Matt Amundson for a deep dive into the state of MarTech today and how to think about generative AI within the larger AI conversation. Scott Brinker & Esteban Kolsky are two of the foremost thinkers and analysts in the B2B world and are here together to volley high-value concepts and insights. Scott, Esteban, and Craig dissect the challenges and potentials of generative AI (Gen AI), the proliferation of MarTech vendors, and the critical need for democratized data in use versus data in storage.Also, Matt shares why he thinks Mr. and Mrs. Smith has the best season finale in tv history and Craig examines his use of the word “gangster”.Takeaways:Build software solutions with integration in mind. Data in storage is vastly different from data in use. The value of data comes not just from collecting it but from actively applying it to solve problems and guide decisions. Make your data actionable.Chapters:00:00 - Quick Recap of True Detective and What Craig Learned10:07 - Introducing the Dynamic Duo: Scott Brinker & Esteban Kolsky14:17 - The Trouble with Defining the Value of Marketing Properly21:57 - Comparing Marketers’ Relationship to MarTech and Marketing Agencies28:54 - Barriers to Entry for SaaS Vendors Have Dropped Drastically37:57 - A Surprisingly Apt Football Analogy for Thinking About AI & Vendors45:27 - How Generative AI is Democratizing Access to Data56:37 - Liquid Death Auctioning Off Ad Space on EbayQuote of the Show:“You need to treat integration as a first-class capability because if people can't integrate this stuff with the rest of their stack, they're not going get the value out of you.” - Scott Brinker“Once you understand that computers make based on one and zeros that are stored, the world is a lot simpler to go through. Then it's just go play poker.” - Esteban KolskySponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Scott Brinker:LinkedIn: https://www.linkedin.com/in/sjbrinker/ Twitter: https://twitter.com/chiefmartec Chief Martec Website: https://chiefmartec.com/ HubSpot Website: https://www.hubspot.com/ Martech for 2024 Report: https://martechmap.typeform.com/martechfor2024Connect with Esteban Kolsky:LinkedIn: https://www.linkedin.com/in/estebankolsky/ Shoutouts:Paul Greenberg: https://www.linkedin.com/in/pgreenbe/ Mike Fauscette: https://www.linkedin.com/in/mfauscette/ Brent Leary: https://www.linkedin.com/in/brentleary/ Brian Vellmure: https://www.linkedin.com/in/brianvellmure/Maria Pergolino: https://www.linkedin.com/in/mariapergolino/Kipp Bodnar: https://www.linkedin.com/in/kippbodnar/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Welcome back to The Transaction! In our second episode, you’ll hear from a truly classic Founder who is full of marketing ideas that are disrupting the status quo of B2B marketing. Mac Reddin is the Founder and El Rey de Dinos at Commsor, the company behind both Matcha and Bronto. Mac joins co-hosts Craig Rosenberg and Matt Amundson to save go-to-market teams from the 99% of what they do that is wrong or misguided. Mac dives into his Vibe-First Marketing approach, how a few hundred chicken wings upended event marketing, and what it takes to inundate LinkedIn without spending a dime. Also, Craig complains about New York City winter weather and Matt divulges his European shoe size.Takeaways:Marketers shouldn’t judge an idea solely based on how measurable it is. The bar for a campaign working and being seen as creative and new is incredibly low in B2B. Come up with an idea that actually breaks through the noise of sameness from your competitors and then stick to it. Build strong relations with your customers, prospects, and audience by creating something they want to be a part of.When Founders are active on social and leading from the front, it allows people to connect closer with them and the company, making the marketing team’s (and everyone else’s) jobs much easier.Chapters:00:00 - Craig Complains about the Cold01:48 - Introducing Special Guest Mac Reddin!04:03 - What GTM Teams are Doing Wrong & Vibe-First Marketing09:05 - The Chicken Wing Example of a Vibe-First Marketing Approach16:39 - How Commsor’s Booth Compares to Traditional Event Marketing20:40 - Mac’s B2C Sources of Inspiration 24:49 - How to Create an Influencer Campaign to Conquer LinkedIn31:29 - The Impact of Consistently Building Strong Relationships In Your Market 34:46 - How B2B Marketers Should Think About Video Content38:22 - Founders That are Active on Social Media are a Secret Weapon43:46 - Being Intentional and Consistent with LinkedIn are KeyQuote of the Show:“When I think about marketing ideas and when our team thinks about them, we tend to think from a vibe-first mentality. We think more from the perspective of how are people going to feel about this?” - Mac ReddinSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Mac:LinkedIn: https://www.linkedin.com/in/mac-reddin/ Commsor Website: https://www.commsor.com/ Matcha.so Website: https://matcha.so/ Bronto Website: https://www.bronto.co/ YouTube: https://www.youtube.com/@Commsor/featured Shoutouts:Sam Guertin: https://www.linkedin.com/in/sam-guertin/ MSCHF: https://mschf.com/ Most viewed videos on YouTube: https://en.wikipedia.org/wiki/List_of_most-viewed_YouTube_videos Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Welcome to the first full episode of The Transaction! We’re kicking things off right with an amazing guest who is known for her time as President and COO of Gong, and as Executive Vice President, Sales at Tableau. Kelly Breslin Wright is now the Founder of Culture Driven Sales and an Adjunct professor at the University of Washington. Kelly joins Host Craig Rosenberg for a fantastic conversation about the shift from traditional sales methods towards a 'Culture Driven Sales' approach, how a company’s mission and values are crucial for internal alignment, and how companies can actually be data-driven in their decision-making processes.Chapters:00:00 - Welcome to the Show & Recapping Matt’s California Road Trip07:54 - Introducing Special Guest Kelly Wright11:36 - Most Company Leaders are NOT Aligned24:34 - People, People, People: The Core of Successful Companies33:32 - Simplifying Business: The Power of Keeping It Simple34:27 - The Impact of Culture on Sales and Customer Relationships35:54 - Navigating the Challenges of High Performers with Poor Cultural Fit39:16 - Embracing Data-Driven Strategies in Go-to-Market Teams49:39 - The Basis of Culture Driven SalesQuote of the Show:“Culture Driven Sales is about emotionally connecting with other human beings so that you can understand what their need is and they're more likely to buy because you're actually speaking on a more emotional level than on a transactional, tactical level.” - Kelly WrightSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Kelly Wright:LinkedIn: https://www.linkedin.com/in/kellybreslinwright/ Culture Driven Sales Website: https://culturedrivensales.com/ University of Washington Foster School of Business Website: https://foster.uw.edu/faculty-research/directory/kelly-wright/ Shoutouts:Barbareño: https://www.barbareno.com/ Sam Guertin: https://www.linkedin.com/in/sam-guertin/ Casey Cheshire: https://www.linkedin.com/in/caseycheshire/ Lena Waters: https://www.linkedin.com/in/lenawaters/ Dannie Herzberg: https://www.linkedin.com/in/dannieherzberg/ Olivia Nottebohm: https://www.linkedin.com/in/olivia-nottebohm-7095b0/ Panel Mentioned by Craig: https://afterparty.gong.io/public/76/%23Celebrate-70ab8437/296a7c22 Words Coined This Episode: Unactionable - Craig RosenbergFollow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Welcome to The Transaction! This is just a taste of what you can expect from the first four episodes of the show. First Episode drops 3/14Learn more at https://thetransactionpod.com/Follow The Show!Social Media:~LinkedIn: https://www.linkedin.com/company/the-transaction/~Substack: https://thetransaction.substack.com/===============================================Podcast Players:~YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1~Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309~Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz~iHeart Radio: https://www.iheart.com/podcast/269-the-transaction-156497699/ ~Pandora: https://www.pandora.com/podcast/the-transaction/PC:1001085545 ~Amazon Music: https://music.amazon.com/podcasts/7a7bea5d-f365-4744-bdad-230e1b11b49e/the-transaction ~Pocket Casts: https://pca.st/ssrir2v3 ===============================================#podcasttrailer #officialtrailer #newpodcast #techpodcast #businessideas

Welcome to The Transaction.From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.Hosted by Craig Rosenberg and Matt Amundson.Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.