Sales Pipeline Radio

The Perfect MarTech Stack? How to Customize Software to Your Business

This week's show is called "The Perfect MarTech Stack?  How to Customize Software to Your Business” and our guests are Subbu Vempati, CEO at Cuspera and Judy Ash, GTM Adviser and CMO.

The idea of selecting your MarTech stack and selecting the right sales and marketing tools is something most marketers are grappling with.

The problem is getting worse because there are more and more tools on a regular basis. I feel like if you go and talk to each of them, if you go to every tool's website or you see them in a trade show (eventually we'll see them at trade shows again), you go to their website and you hear from them-- everybody individually has a great story.

It sounds like a good pitch. Sounds like a good opportunity, interesting, but you can't buy 7,000 tools. So the idea of selecting which tools are important to you, which vendors are going to be best for your business and for your stack is a real challenge.

I ask Subbu to talk a little bit about why he decided to go down the route of creating a tool to help people make better technology decisions. 

We also talk about the importance of knowing what are the outcomes you are trying to achieve as well as what capabilities you need and how peer feedback can really help us.  Don't miss Judy's insights! 

This and A LOT MORE.  Listen in now and/or read the full transcript on the Heinz Marketing blog starting 3/15/21 at 6am PST.

Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

The Power of Podcasts & Radio (Why You Need One Too!)

This week's show is called "The Power of Podcasts & Radio (Why You Need One Too!)” and our guest is Susan Finch, President of Funnel Media Group LLC.

This week we talk about the podcast format and the power of podcasting in a digital world.  In this age of video, in an age of clubhouse, we talk about the continued power and importance of audio content.  Susan also shares some of the biggest hurdles people don't think enough about before they start.

The biggest thing you have to know is, why are you doing this? And be so brutally honest.

Learn more about what goes into the before and after to do a podcast well. If you are literally at square zero, what do you do to get started? She shares why is it useful to have a third party like Funnel Media Group come and help you build this foundation from scratch.  Listen in to hear Susan's go-to for transcripts and time stamping too and A LOT MORE.

To learn more, we highly recommend you reach out to Susan at Susan@funnelradio.com.

Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Business Activity vs Lead Generation – Where True Demand Comes From

This week's show is called "Business Activity vs Lead Generation – Where True Demand Comes From” with Justin Shriber, CMO at people.ai. We're talking about signals and trigger events you can pull out of your consolidated information to have better contextual conversations with your prospects.

We have complex buying journeys that not only take a long period of time, but also sit across multiple members of the buying committee. We also have multiple people on the selling team. So if you have an insight, it's not as binary as saying, "Well, let's put that into an email sequence," or, "Hey sales person, go mention this on your call." Ideally it's integrated across multiple channels in an appropriate sequenced way.

Justin and I talk about how sales and marketing are increasingly embracing that complexity and he shares some keys to helping companies integrate those insights and those triggers into that more complex nuanced sequence. 

Listen to the end to hear some great lessons he's taken away from COVID and from other experiences like it as well.  This and a lot more! 

Listen in now and/or read the transcript on the Heinz Marketing blog starting 3/1/21 at 6am PST.
Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Remote Selling Best Practices from the “King of Sales”

This week's show is called "Remote Selling Best Practices from the “King of Sales” and our guest is Jeffrey Gitomer, King of Sales | International Sales Trainer and Keynote Speaker | Best-Selling Author and the author of many books-- the latest of which is "Go Live" about taking your virtual connections and turning them into paying customers.  Check out the book as well the podcast Jeffrey does with his wife, Jennifer called Sell or Die.

Hear about the impetus for the new book and what in includes.  I also ask Jeffrey, for those who feel reticent to do go live, get out there (consistently) and who say, "Well I've been nervous about putting myself out there and what am I actually going to say?" Hear his response and get some great tips.

We also talk about what he's noticed about the level of motivation and whether it is more difficult for sellers right now.  This and a lot more!

Listen in now and/or read the transcript on the Heinz Marketing blog starting Monday, 2/15/21 at 6am PST. 

To be considered or nominate a guest for Sales Pipeline Radio, send us an email. 

He Predicted Marketing Automation and ABM. What’s Next?!

This week's show is called "He Predicted Marketing Automation and ABM.  What’s Next?!" and our guest is Jon Miller, CMO at Demandbase

I ask Jon how do we get beyond ABM? If this is a marketing exercise, you're neutering its impact from the beginning. 

The account-based revolution isn't over. 

There's a reason why everybody has adopted account-based, but traditional demand generation is fishing with a net, whereas account-based marketing is fishing with a spear.  You throw your net out, you see what you catch, you don't know what you catch versus you go after the big fish.

But I've been thinking a lot about the limitations of both ABM and fishing with a spear. And partly, it just comes down to...

It doesn't feel very good to get poked by a spear.

I think, fundamentally the fact that with traditional ABM, we would identify the accounts we really wanted to go after, and we'd go after them, regardless of whether they were interested in hearing from us or if it was the right time. And so, you end up having this world where we were doing traditional demand gen, which was great, because we only called people who had high scores and we thought really actually were ready to be called. With ABM, we were calling people regardless of whether they were interested.

Is there some way to merge these concepts?

Is there some way to bring the engage-ability of inbounds with the precision and targeting of ABM?

I think I've come up with a concept that I've been playing with a little bit, and that's the phrase of account-based experience, or ABX. And I think account-based experience is a customer-centric rethinking about how you go after accounts, but really rooted on that buyer experience.

It's about engaging with these modern buyers on their own terms, letting them be anonymous when they want to be anonymous, being really helpful and relevant when they're ready, always based on trust.

And the other cool part about ABX is it fixes the biggest problem in the ABM name, which is it had marketing in there. And as we all know, it's bigger than just marketing. It's got a hold on the market team. 

This and A LOT MORE! Listen in now or read the full transcript on the Heinz Marketing Blog starting Mon. 2/8/21 at 6am PST.

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Partner Marketing Best Practices with the Master

Listen in now to "Partner Marketing Best Practices with the Master" with my guest Jason Yarborough, VP of Partnerships at Terminus. @yarby

As marketers, we focus so much on direct demand gen, direct sales-- we focus on this direct line of sight that marketers control and yet there is so much leverage and opportunity for so many people in their partner ecosystems. It is definitely more complicated, it's definitely less predictable, may be high risk, but lots of high reward.

I ask Jason why is this function so interesting? What about partner marketing is so exciting?

Jason shares about the pros and cons of how companies should think about direct versus indirect direct versus channel.

There's a balance there between content and demand, between leveraging and building trust and credibility while also still driving pipeline.

ROI is a two-way street.

How do we also stay focused on deals? What's the chicken versus the egg, which one's the egg?

I ask Jason about how to think about exclusivity versus playing multiple sides? Both inbound and outbound from a partner standpoint, are there advantages to one approach versus the other? And if there is, what are some of the criteria and variables you would look at to try to make that decision?

This and a lot more! Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 1/25/21 at 6am PST. 

The Startup of You: How to Prioritize Your Brand, Career & Future

This week's show is called "The Startup of You: How to Prioritize Your Brand, Career & Future" and our guest is Ben Shapiro, host of the MarTech podcast and owner of benjshap LLC which is a Brand Development & Marketing Strategy consulting firm comprised of boutique consultants that help businesses identify, reach, and monetize their customers. 

Accidental media mogul, Ben Shapiro, has a fascinating story of going from being a consultant and now really making his living with media properties.  I think it's a lesson for any marketer in any organization-- the power of creating your media channel. Ben shares some some lessons for those who want to engage an audience. This and a LOT MORE! 

Listen in now and/or read the full transcript on the Heinz Marketing blog starting Monday. 1/18/21 at 6am PST.  

"... relying on the things that you just do inherently well, it's going to drive you to be more successful... really understanding who you are as a person was lesson number one"

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

The Art and Science of Sales Negotiations with Jeb Blount

This week's show is called "The Art and Science of Sales Negotiations with Jeb Blount".  Jeb is the CEO of Sales Gravy.  Check out his excellent books.  

Jeb shares what the salesperson in the future needs to get and understand and why he thinks this is the best time ever to be in sales ever because...

... in this crucible of pain that we've been through over the last year, salespeople and buyers, by the way, are being forced to learn new technology, learn new skills, step out of these embedded comfort zones and start thinking, "Let's be flexible and agile."

There is going to be a time to meet in person and there's going to be a time to meet by phone. There's going to be a time for text messaging. There's going to be a time for face-to-face meetings. So why not get good at all of those things so you can meet your buyers where they are and you can move faster. And by the way, probably have more time to spend with your family like me.

I also ask Jeb what are some of the best practices he's seeing companies do to make sales kickoff successful in a remote investment?

We also talk about the difference between the outreach and the volume and what people need to do to earn the attention.

This and so much more!  Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 12/28/20 at 6am PST.

How B2B Buys Software in 2020 (and Beyond): New Research and Insights Revealed

This week's show is called "How B2B Buys Software in 2020 (and Beyond): New Research and Insights Revealed" with Russ Somers, VP of Marketing at TrustRadius.

We talk about their well known and respected annual survey, The B2B Buying Disconnect. It's a survey of over a thousand software buyers and vendors to get a sense of trends.  It's a deep, deep research piece. But this year, because there are so many changes in 2020, really generations shifting in terms of buying, a huge number of changes. It's the most dynamism seen in the market report ever, which makes it a really cool time to be in the business.  

Check out the 10 takeaways.  I asked Russ, of the key takeaways, what are things he thinks are the most urgent for sellers to consider as they approach how they manage their buying journey moving into 2021?

The biggest thing is you're not selling to the same person you used to, and that drives all these other changes.

For this and more, DOWNLOAD THE REPORT and listen in now and/or read the full transcript on the Heinz Marketing Blog starting Monday, 12/14 at 6am PST.

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Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

The Lost Art of Note Taking

This week's show is called "The Lost Art of Note Taking" and our guest is Saro Zargarian, Senior Director of Go-To-Market Operations at Blueshift and creator of the SMART BOOK FIELD GUIDE.

I am excited to have Saro on for a variety of reasons. He's been a leader in sales management and sales operations for a long time, but what really peaked my interest as a productivity organizational nerd, is what he's done with the SMART BOOK FIELD GUIDE.

It's nothing like I've seen before. I'm a big Getting Things Done fan with David Allen, I've used a variety of journaling tools, full focus planners, et cetera, but I've never seen something specifically for salespeople.

I ask Saro what was the impetus behind putting this together and where it came from.  It is a beautiful physical guide to helping sales leaders manage their day. 

Plan with Intent, Execute with Conviction

Saro talks about what that means and why intent and conviction are so important. 

This and a lot more! 

To learn more about Saro check out his website.  

Listen in now and read the full transcript on the Heinz Marketing blog starting Mon. 11/30/20 at 6am PST.  

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.