Renowned sales professional and storyteller Doug Landis discusses why outbound sales motions are ineffective, the value of verticalization in competitive markets, and the impact of Thought-Leadershipization. Hypothesis Selling focuses on understanding buyer problems. Key takeaways include earning the right to converse with buyers and providing hypotheses of their world.

Sales thought leader Ashley Welch discusses applying design-thinking to sales, emphasizing curiosity in customer interactions and co-creating solutions with buyers. The podcast highlights the importance of understanding the customer's broader ecosystem and fostering a mindset of innovation within the team through principles of design-thinking.

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 

Former Principal Analyst at Forrester, Mary Shea, discusses the future of B2B sales organizations, signal-based selling, and the importance of investing in sales training and enablement. She emphasizes the need for vendors with a comprehensive support system and the focus on extracting meaningful insights from data for improved buyer-seller interactions.

Join Craig Rosenberg and Matt Amundson as they chat with Chris Orlob, Co-Founder & CEO of pclub.io, about content gating, multi-threading in sales, crafting prospecting emails, and running demo calls. Chris shares unconventional sales insights and the importance of empathetic outreach in prospecting.

Hosts Craig Rosenberg and Matt Amundson discuss sales fundamentals with guest John Barrows, CEO of JB Sales. Topics include the need for repeatable processes, personalized outreach, business understanding, AI integration, and the value of hard work in sales success. They also touch on the importance of genuine messaging, client relationships, empathy in conversations, and the mindset shift in marketing. Overall, the episode emphasizes the key principles of successful sales strategies.

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