Sales Pipeline Radio

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Sales Enablement and Account-Based Partnering with Scott Salkin, CEO of Allbound.com

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Listen in as we hear from Scott Salkin, Founder and Chief Innovative Officer at Allbound, Inc. about Sales Enablement.

Channel touches a ton of pieces of your business, which is part of why it's so complex, but also part of why it can be so effective if you do it right.

Matt and Scott had just come off of Dreamforce 2017 having spoke on the same panel about Sales Enablement. 

In this episode, they ask and answer some great questions including:

Identifying one of the most important things that goes along with growing a great channel.

Scott answers:

  • What do you see in the market?
  • Where do you see the best companies investing and positioning to create a more effective channel?

Find out what he thinks is "the coolest thing and most exciting thing."

Matt also asks: 

  • What is influencing deals to move through the pipeline and actually close?
  • How are things being influenced throughout your pipeline and how are you measuring those things and relating it back?

Scott also reveals the people he would put up on his personal Mount Rushmore of sales. 

Lastly--- they coin a new phrase - Account-Based Partnering.... you heard it here first!

Listen in now or read the transcript on the Heinz Marketing blog on Monday, 11/20/17.  

More about our Guest:

Scott Salkin is the Founder and CEO of Allbound, a next generation platform that helps companies accelerate revenue through their channel partner programs by replacing portals and PRM with a smart SaaS solution that guides partners to more closed deals and renewals.

Scott’s high-tech career started at the nonprofit San Diego Regional Technology Alliance (SDRTA), providing technology equipment and training to underprivileged communities throughout the region. 
His next stops were at Cisco Systems and NetPro Computing (now Dell Software), before launching his first startup, IDS Technology Marketing, in 2007.

Scott has been listed by the Arizona Republic as one if its “Top 35 Entrepreneurs Under 35," as one of the Phoenix Business Journal’s “40 Under 40” and was featured as one of AZ Business Magazine’s "Generation Next Business Leaders.” He was honored as the Phoenix Business Journal and Business Marketing Association (BMA) Marketer of the Year as as a finalist for Arizona's Tech CEO of the Year.

Scott also served as board president for the Phoenix chapter of the Business Marketing Association (BMA), as Chairman for the Arizona Technology Council’s Startup and Entrepreneurship Committee, and as a board member for Playworks Arizona and for the Arizona Technology Council Foundation.

 

 

Bringing manufacturing Lean/Six Sigma best practices to B2B sales and marketing

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Matt and Ashley give you some great ideas and the WHYS for this subject. 

  1. Why we need to bring the science of quality from manufacturing process to sales and marketing processes
  2. How we do it - 
  • culture
  • daily habits
  • view your problems as process, not people

Ashley is offering a bootcamp for 5 local small to medium businesses in SLC & OC. Each attendee will leave with a documented & optimized sales process to increase conversion rate & profit. 

More about our guest on LinkedIn

View the offer details here >

Brand Matters: Every interaction and experience, inside and outside the company

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Join Matt and Jeremy Korst. He's a mentor, the Executive VP and CMO at Avalara. Establishing an effective and actionable brand strategy is no easy task. It takes a dedicated team of strategic and creative experts who have a strong sense of customer empathy. It requires outside-in thinking, so it’s often quite valuable to bring in some external expertise to help facilitate the process. Now, while the strategy takes a tremendous effort to get right, the company-wide implementation and execution is even more important. Some of what they'll be covering includes:

  1. Creating a new category.  How do you get prospects to be interested in doing something a new way.
  2. The importance of brand.  How a brand strategy is much more than branding. 
    More at:https://www.linkedin.com/pulse/your-experiences-brand-jeremy-korst/

About our guest, Jeremy Korst:

Jeremy Korst is Executive Vice President and Chief Marketing Officer of Avalara, a quickly growing Seattle-based SaaS company focused on transactional tax compliance for businesses of all sizes. Before Avalara, Jeremy was general manager of Microsoft’s Windows & Devices marketing group, responsible for the worldwide marketing and sales of Windows, and the highly successful launch of Windows 10.  He also serves as a mentor to the University of Washington’s entrepreneurship program. Jeremy has served on various industry boards, as well as past Chair of the Seattle Accelerator YMCA Board of Managers.

Taking your sales career to the next level

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Join Matt this week with Maureen Ezekwugo, Executive Vice President of Doctor Community and RealSelf. Get pointers on how to take your sales career to the next level. Points to include:

  • Where to start if you want to take your sales career to the next level
  • Four traits or skills needed to make it in sales management.
  • How to position yourself for the next opportunity to advance your sales career.

If you don't know Maureen yet, here's a bit about her: Entrepreneurial senior sales management and operations leader with a record of achievement and demonstrated success driving customer acquisition and multimillion-dollar sales growth in an inside sales and call center.

The Wizard of Mox Shares SEO Secrets for 2018

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Join Matt as he and Rand Fishkin, The Wizard of Moz, will take away the misconception of what SEO does to affect marketing. The first thing is to blow up the myths, then understand how you can use it to your advantage, and finally how to interpret the information and apply it to more growth and success. Rand says, "My goal is just to help their audience understand SEO and web marketing. Whatever they think is most useful/important is where I'd love to assist."'ll also be talking about Moz Explorer. It's the one tool to discover and prioritize the best keywords to target. Try out it before the show: https://moz.com/explorer

Predictable Pipeline with Robert Pease

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Guest host, Robert Pease,talks about predictable pipeline. Some of the point covered include:

  • Have you built the marketing plan around the revenue plan?
  • We really need to accelerate. Basically we need more customers.
  • Someone who comes to your website and downloads a white paper, that's a content lead. That's not remotely sales qualified.
  • If you don't know who you're selling to, you don't know that there's a market or that there's a need in the market for what you sell, that's going to wound you.

 

Why would you define sales personas down to their favorite author?

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Our guest today is Joe Chernov. He's now the Chief Marketing Officer at @InsightSquared. He also lends a hand to startups and wildlife causes when he can. Diving right in, he says, "It's unbelievable what you can get done if you don't care if you get fired!" Talking about his experience at Eloqua, "If we were to publish something that is valuable, we could edge our way into deeper coverage by the media." 

Scorecard - even though we're not supposed to keep score: 
16 articles after spending 2 years developing a product and writing up the release.
An infographic got 800 articles. Very eye-opening.
Joe says, "Content marketing is what happens when a marketing department shifts its thinking from knowing that the company that signs their paychecks needs to shift to the customer signs the paycheck." That shift in mindset turned collateral into an ebook, a self-serving whitepaper into a more valuable, lengthy piece of content.
 
 

Point: The opportunity to leverage the correct content through the active sales process:

 
Best content ideas come from your sales people. Conversations with sales will be the source of the best ideas. 
Example: They publish a issue of their "blog" once a month that includes a recap of 4-5 articles on similar content. Each month has a new theme which helps to focus the articles on that topic. 
 
He's talking about a sales team creating an editorial calendar. You heard Matt right.
 
Point: Personas as a driving force for effective content.
 
Personas help reduce the size of your universe so that as a writer or content creator, your writing universe is smaller which helps guide the writing and allow it to be less daunting.  But, he cautions against being way too specific with a persona. "Susie Seller" is just a role in an organization. We don't need to know which college she attended or coffee brand she prefers, unless you are selling coffee.
 
People have a hard time comparing their content metrics to their business metrics.
 
The very best way to shine a light on the value of your content is to look at lead quality. Your lead or transactional content success could be measured by downloads, subscribers. These are higher value than typical leads. 
You want to know did they close?
Did they move deeper into the funnel than other sources?
Lead Quality tops the list for this comparison and measurment.
 
Favorite KISS song and why: Deuce. Gene Simmons wrote it on a bus. It's about absolutely nothing. 
 
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Even though this is a replay, it's timely as it mentions the upcoming Dreamforce. Matt will be presenting 5 minute walk from Moscone. Take a break:

 
 

You Can’t Buy a Beer With a Hashtag: How to Translate #ABM Into Execution, Pipeline & Closed Deals - Matt Heinz

Champion your way through Dreamforce –visit the B2B Champions Club!

Need to step away from all the noise at Dreamforce? Look no further. Come to the B2B Champions Club – just a 5 minute walk from Moscone Center. Hear industry leading speakers as well as relax, recharge and network. Sign up to reserve your spot!

Stop by anytime throughout the week for:

  • 20+ sessions by top B2B Sales and Marketing Leaders
  • Networking alongside industry leading peers during breakfast, lunch, and happy hours
  • Live streaming of Marc Benioff keynote

Register for the #B2BChampionsClub today!

Modern database management best practices

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Join Matt this week with his guest, Adam Schoenfeld, CEO of Siftrock, Inc.

 

Adam explained, "When you send emails, marketing emails or prospecting emails on the sales side, you get a lot replies back. Auto replies, bounce backs, out of office messages and of course real people sometimes raising their hand or asking questions.

Typically, what we've found is that marketers and marketing office folks handle that manually. So we built some machine learning that [inaudible 00:02:50] all those replies, figure out what they are and then help you take action. Whether it's cleaning up your database when somebody's left the company, that's really kind of a classic example. You get that "no longer with company" response. Or servicing a new lead for the sales team when you get a referral or correctly routing a human response so that you can take action. So all those things that we do by basically more intelligently managing the reply emails that come back to your marketing campaigns."

Matt then asked about list hygiene, "Let's talk a little bit about that related to database hygiene.  People are moving all the time, we've heard that B2B database can deteriorate at a rate of three to five percent per month. Not even per year, per quarter. So to have some of that auto updated for you is significant, not just for the efficiency of your list, but for keeping yourself off of spam, block list and more."

Adam was on top of this. "Deliverability is a big thing and then making sure you're getting to the right person with the right phone number, and the right email address as all that stuff's changing around. Those email replies have a lot of information that can help with that. Automating this and integrating into the major marketing platforms like Marketo, HubSpot, Eloqua et cetera saves so much time over manual processing of this information..This isn't the whole solution to keeping a clean and updated database, but it can be a big piece of that sort of broader initiative everybody's thinking about right now."

Adam's Mount Rushmore of Sales, Marketing, Start Ups:

"I'll give you a couple CEOs that have influenced me either sort of from afar or more directly. Dave Hersh, who's CEO of Jive and who is an investor in Simply Measured has influenced me a lot. While we haven't interacted a ton, maybe once at year we sit down in person. Every one interaction has just been so impactful. I'm huge fan of Gainsight right now, I think they're the gold standard in B2B marketing and Nick Mehta there is incredible. I'd put him on the Mount Rushmore.

I'm going to give a shout out to my co-founder Chris Hundley because he built this company on his own and actually closed business as a technology-centric guy. I think that's just an incredible feat to build a sustaining business all at once on your own."

Marketing mobility: How to move from marketing to the c-suite

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Join Matt and his guest, Liz Pearce as they discuss marketing mobility.

  • A lot of marketers envy your path – marketer to CEO.  How did you do it, and what recommendations would you have for other marketing leaders who want to someday run their own business?
  • Have you found it hard to manage other markters, especially CMOs?  What’s key to managing them without micromanaging given your marketing background?
  • You’re in a crowded market, what’s your key to differentiating and winning?
  • We’ve talked before about your impressive productivity habits.  What’s working for you right now?

Liz Pearce is Chief Executive Officer at LiquidPlanner, the fast-growing Seattle-based maker of predictive project management technology. She is responsible for the company’s overall vision, strategic direction and growth. Liz is an entrepreneurial leader with more than 15 years of marketing, product management and technology leadership experience. She started her career at LiquidPlanner as Director of Marketing in 2007 before being named COO in 2011 and CEO in August of 2012.

Book: The Lost Art of Closing

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Join host, Matt Heinz and his guest, Anthony Iannarino as they review Anthony's book, The Lost Art of Closing. He'll have some insights that will help you close more deals.

Talking Points: 

  • Why did you write this book
  • What’s changed about closing?
  • Why so much emphasis on change?

They will also talk about CEB, changes in sales, and how sales now requires better marketing.