The Transaction

Sydney Sloan, former CMO of Drata and newly appointed CMO of G2, shares her expertise on modern marketing strategies. She discusses the evolution from account-based to segment-based marketing, emphasizing data triangulation for better targeting. Clean data and strong branding take center stage, complemented by effective use of digital channels like LinkedIn. Sloan also highlights the growing importance of live events and the necessity of focusing on a few impactful segments rather than spreading efforts too thin. Personal anecdotes add a relatable touch to her insights.

Listen to the Founder of Cloud Ratings, Matt Harney, share insights on the importance of ROI in SaaS. Discover how personalized ROI can revolutionize sales strategies. Learn about the impact of AI integration in the software industry and the significance of support quality for customer satisfaction. Find out why security and HR software sectors have higher sales success rates than collaboration tools.

Sales expert Dave Brock shares valuable insights on improving sales win rates by prioritizing customer needs, understanding pain points, and engaging in meaningful conversations. He emphasizes the importance of aligning sales approaches with customer problems, using industry-specific language, and guiding buyers through the purchasing process for business success.

Renowned author Kevin Maney discusses the importance of category design in businesses, focusing on problem-solving over product features. The conversation explores tech category evolution, the power of unique messaging, and strategies for staying ahead in a competitive market.

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

Renowned sales expert Matt Dixon joins hosts to discuss overcoming sales indecision in a dynamic market. Topics include guiding customer decisions, building trust through transparency, and applying the JOLT methodology for real-world examples.

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.