About the Episode

In this episode, Angelo Esposito sits down with Michael Beck, Co-founder and CRO of Popcorn GTM, a dynamic agency specializing in go-to-market strategies within the hospitality tech sector. They delve into the nuances of marketing to the hospitality industry, discussing evolving sales strategies and the art of differentiation in a crowded market. Central to their conversation is the role of empathy and deep industry insight in fostering meaningful connections with clients.

Popcorn GTM sets itself apart by infusing a rock and roll pop culture vibe into its operations, emphasizing not only revenue growth for clients but also cultivating a vibrant and engaging work culture.

The discussion also covers broader challenges and opportunities in the restaurant sector, especially concerning technological advancements like AI and XR. They address the ethical use of customer data, the significance of comprehending AI's practical applications, and the value of mentorship in navigating the industry landscape. Michael also shares his commitment to waterway conservation, reflecting on his project aimed at purifying rivers and lakes.

The episode wraps up with both offering book recommendations and a lighthearted debate on the hypothetical benefits of time travel for sealing business deals.

Takeaways

• Selling into the hospitality industry requires empathy and industry knowledge.
• The sales landscape has shifted from hero salesmen to risk mitigation and tribal selling.
• To stand out in a competitive market, brands should focus on creating a unique and memorable identity.
• Popcorn GTM differentiates itself by bringing a rock and roll pop culture swagger to its work and focusing on revenue creation for its clients.
• Restaurant operators should assess their pain points and quantify the cost of those pain points before choosing a tech system. AI and XR are playing a significant role in the restaurant industry, but it is important to understand the utility and ethical considerations of these technologies.
• Customer experience is a key focus in the restaurant industry, but there is a fine line between personalization and manipulation.
• Finding good mentors is crucial for personal and professional growth.
• Waterway conservation is an important cause, and efforts should be made to clean up rivers and lakes.
• Book recommendations: 'The 7 Habits of Highly Effective People' by Stephen R. Covey and 'Start with Why' by Simon Sinek.
• The superpower of time travel would be useful for going back and correcting mistakes in sales interactions.

Timestamps

00:00 Selling into the Hospitality Industry 04:15 The Shift in the Sales Landscape 08:22 Empathy and Industry Knowledge 13:29 Standing Out in a Competitive Market 16:35 Popcorn GTM: Bringing a Rock and Roll Pop Culture Swagger 24:31 The Impact of AI and XR in the Restaurant Industry 41:10 Balancing Personalization and Ethics in Customer Experience 44:03 The Importance of Waterway Conservation 45:58 Book Recommendations for Sales Professionals 46:56 The Superpower of Time Travel for Closing Deals