Sales Talk for CEOs

Lars Grønnegaard is the CEO of Dreamdata, a SAAS company that gathers, joins, and cleans revenue-related data to help B2B businesses understand what is driving sales so they can focus on what works. Like most new companies, Dreamdata started with founder-led sales to get their first customers, but within 18 months Lars realized he needed a professional sales team. In this Sales Talk for CEOs episode, Lars offers some invaluable advice!Lars and I discuss the importance of finding new sales hires with an entrepreneurial spirit. We explore why previous experience does not necessarily translate to a new startup environment. We talk about experimenting (and using data) to find what works and offering fair compensation to your first hires. Finally, we explore the ways in which Lars is still highly involved in the sales process even now that the professional sales team is handling the bulk of the work. If it’s time to hire your first salespeople (or if you’ve been trying to do so—unsuccessfully!), you’ll want to listen to the tips offered in this podcast. Highlights1:57 How a problem inspires a solution5:20 From founder-led sales to a professional sales team in 18 months9:50 Hiring for entrepreneurial spirit13:45 Learning from the data to discover what works17:50 Hiring for the entrepreneurial spirit29:41 CEO…but still head of sales36:20 Encouraging more referrals Quote“The most fundamental thing we went looking for was an entrepreneurial spirit. You have to love the concept of being part of building something. You’re living in the house while you’re building it and remodeling everything at the same time. So we went looking for people who would like that.” Connect with Lars Grønnegaard in the links below:Website: https://dreamdata.ioLinkedIn: https://www.linkedin.com/in/larsgroennegaard/Article on B2B Attribution You can learn more about and connect with Alice Heiman in the links below.Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/ 

Dr. Barbara Kinnaird is CEO of Response Biomedical, a point-of-care testing solution helping to diagnose acute diseases. A microbiologist by trade, Barb stepped in as CEO after a significant company downsize, and she soon discovered there were many other problems in the business that needed fixing. One of the big ones? Lack of clarity on who the core customer is. Research in this area led Barb (and the company) to a huge mindset shift: from focusing on product features and end users, to concentrating on channel partners."I think we're on the right path with the core customer being the channel partner," says Barb. "It's a little bit differentiated in this industry, so I think it helps us because they feel the love." During this episode of Sales Talk for CEOs, you'll learn about Barb's journey, including moving from public to private, finding investors, and trying to understand sales. You'll also find out how Barb has restructured Response Biomedical to support channel partners and compete with big companies in this fast-paced field of medicine. Highlights3:30 From microbiologist to product development to CEO8:24 We've got some problems to fix…12:07 Who are we selling to? A shift in focus to channel partners22:26 Setting up a system to support channel partners28:56 On the horizon: showing more love to channel partners, a streamlined product33:04 Growing as a CEO Quote"When you aren't really sure about how to do sales, you're going to be agile, and you're going to move, and you're going to try again because you don't have a preset way." Connect with Barb Kinnaird in the links below:Website: https://responsebio.com/LinkedIn: https://www.linkedin.com/in/barbkinnaird/ You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/

On this episode of Sales Talk for CEOs, Steve Benson, CEO of Badger Maps, joins me as an Expert to talk about what CEOs can (and should!) be doing to level up sales at their company. Now hold on a moment before everyone goes, "Wait a minute, I have a sales leader who does that. I have a CRO in place. I have a VP of sales." Yes, I'm sure you do. But CEOs always have a role in sales, regardless of whether the company was just founded or is a mature business. The role changes as you grow, which is what we're talking about during this podcast, a special episode in my Experts Series.During our discussion of how CEOs can level up sales, Steve and I focus on three important roles in sales that CEOs must embrace. CEOs are responsible for building the sales organization. Steve has tips on how to do that and how the strategy changes based on how long your company has been in business. CEOs are responsible for creating a feedback loop and using that to make decisions. Steve shares his thoughts on how the CEO can get data and what to do with the feedback you receive. CEOs are responsible for creating a culture of learning and curiosity. Steve offers advice on how he trains and develops his sales team, as well as makes ideas on how to make changes when needed. These are three roles that every CEO should look at improving in their company in order to level up sales. Get started today by listening to this episode! Highlights5:58 Building your sales team8:55 Staying involved in the feedback loop14:20 Taking action on the feedback you receive19:08 Coaching VPs of sales to make the right hires24:32 Making changes to your sales organization29:00 Developing your sales team internally and externally33:22 The benefits of peer-to-peer training38:30 Encouraging a culture of learning QuoteGreat CEOs are, first and foremost, on the sales and customer success team.As a CEO, you should be in the sales seat, driving new business, keeping customers happy, and have your fingers on the pulse of those parts of the business. Connect with Steve Benson in the links below:Website: https://www.badgermapping.com/LinkedIn: https://www.linkedin.com/in/stevenbenson/  You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/ 

Many CEOs struggle to find sales leaders, including sales managers and VPs of sales. Not Patrick Parker. Patrick is the CEO of SaaS Partners, which helps early-stage entrepreneurs and builds in-house products to start new companies. Patrick is launching new businesses all the time, yet he never struggles to find sales leaders. His secret? Patrick has identified the exact traits to look for in new salespeople, and then he strategically grooms them into leadership roles. If you want to learn the formula for successfully developing sales leaders from inside your business, you’ll have to listen to this episode of Sales Talk for CEOs!Patrick has always been interested in team-building and has a passion for lifting people up. During our discussion, he talks about this background, and then we dig into the details of finding the right salespeople that show promise. You’ll learn Patrick’s theory on promoting people from within and how he uses incentives to build up individuals and teams. We also dive into the exact traits to look for in new sales hires, including self-awareness, motivation, curiosity, and agility, and how you can evaluate those characteristics during the job interview and in daily work. If you’re a CEO who has struggled to find the right sales leaders for your company, listen in to learn how you can groom the perfect managers and VPs from inside your business! Highlights6:19 A passion for lifting people up9:12 Promoting people from within15:09 Using incentives to build individuals and teams18:16 Traits to look for in promising sales team members  21:06 Understanding what motivates your team30:22 Building a culture of curiosity and growth35:48 More indicators of a person who can ‘level up’ Quote“When you strengthen the weakest team member, it makes the entire team stronger.” Connect with Patrick Parker in the links below:Website: https://saaspartners.io/LinkedIn: https://www.linkedin.com/in/patrickbparker/ You can learn more about and connect with Alice Heiman in the links below.Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/ 

Lead generation is often ranked as one of the biggest challenges of growing a business. That’s why I invited expert Brian Carroll to the Sales Talk for CEOs podcast to discuss what CEOs should know about generating leads for complex sales. Brian is the founder of Markempa, an empathy-based marketing company, and the author of the bestselling book Lead Generation for the Complex Sale. In this episode, he shares expert advice and actionable strategies for CEOs to evaluate their current lead generation practices and make adjustments that will increase sales.In this interview, Brian diagnoses the problem of many marketing messages, and he encourages CEOs to see things differently by developing empathy and trying to understand the world of the customer. He shares many practical steps CEOs can take, including conducting customer journey interviews, keeping an eye on specific metrics, and employing strategies like empathetic listening and emotional leadership. This episode is for CEOs who want to improve lead generation by evaluating current methods and guiding their teams to adopt better practices. If this sounds like you, then listen in today! Highlights1:45 Diagnosing the problem with most marketing messages7:25 How to conduct customer journey interviews16:09 How to use empathy indexing to improve the customer experience21:53 Specific metrics CEOs should use to assess their sales team and processes30:25 Analyzing sales calls to improve strategy and training35:55 The value of empathetic listening44:24 Three questions to ask to improve your sales processes48:00 Using emotional leadership to empower your team Quote“We need to understand what’s the mind of our customer, what’s the heart of our customer, and what are the things that they really care about.” Connect with Brian Carroll in the links below:Website: https://www.markempa.com/LinkedIn: https://www.linkedin.com/in/brianjcarroll/ You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/

Amy DuRoss is the co-founder and former CEO of Vineti, an enterprise software platform for personalized cell and gene therapies. Personalized medicine—designing custom therapeutics for each patient to cure diseases like cancer—is a whole new terrain in the pharmaceuticals industry. So, what’s it like to start and build a company in a brand new category? In this episode of Sales Talk for CEOs, Amy talks about what it takes to become a trailblazer in a new market, including the role of passion, storytelling, networking, and referrals. If you’re a CEO entering a new market (or innovating in an old one!), you’ll want to listen in.During the episode, Amy talks about how Vineti got its start with one customer who took a chance on the company because they shared the same passion and vision. Next, she explains the role of storytelling in acquiring additional customers and the importance of networking to build a pipeline. Finally, Amy and I discuss making complex sales more customer-focused and the customer success team’s role in growing trust and reference-ability. Listen to Amy’s advice and take some of her tips to become a trailblazer in your own industry! Highlights2:28 Seeing the gaps in the medical market7:52 How to sell a business in a new category13:08 Forming powerful partnerships18:21 Crafting a story that carries itself  25:40 Customer-focused complex sales38:45 Increasing reference-ability46:18 A continuous learning mindset Quote“It’s genuinely felt in the marketplace—that our team is committed, and we’re out there working day and night, united by this shared mission, culture, and values.” Connect with Amy DuRoss in the links below:Website: https://vineti.com/LinkedIn: https://www.linkedin.com/in/amy-duross-695b743/ You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/

Account-based marketing is one of the hottest growth strategies right now (note: it's not new, just hot), with companies in all industries looking to create a personalized buying experience for targeted accounts. If you're a CEO who wants to unleash the power of account-based marketing in your own business, you'll want to listen to this episode of the Sales Talk for CEOs podcast. My guest, Blake Williams, is the founder and CEO of Ampfactor, an account-based marketing that teaches companies to do this, but all of his business has come from referrals. Find out how he grew sales and how he serves his customer.In our discussion, we talk about account-based marketing from two standpoints. First, you'll learn how account-based marketing can help you focus on specific prospective clients in order to build relationships that lead to a sale. Next, you'll discover how account-based marketing can help you expand opportunities with your current clients and increase your revenue potential. If you're interested in account-based marketing (or you're doing it but want to up your game!), then this episode is a must-listen. Check it out below! Highlights:1:14 The importance of an account-based focus for complex sales6:54 Leveraging relationships and referrals11:25 Outbound marketing to build relationships17:17 Growing your sales organization25:04 Winning hearts and minds with account-based marketing33:12 Are your salespeople developing coaches?40:03 Call to CEOs: Challenge your thinking and align your strategies    Quote“The goal is to win hearts and minds, get them to engage, and start creating targeted content.” Connect with Blake Williams in the links below:Website: https://ampfactor.com/LinkedIn: https://www.linkedin.com/in/blakewilliamsmba/ You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/

Darren Dixon is the founder and CEO of Fyxify, a software platform for the home services industry that connects consumers and contractors. He describes Fyxify as "the most energy-efficient software in the world" because the company's vision is to address the problem of global warming by equipping homeowners and service providers with the information they need to handle home maintenance in an energy-efficient way. This vision permeates everything they do at Fyxify, from sales to hiring to customer experience. If you are a CEO who wants to build your company around a strong vision, you will want to tune into this Sales Talk for CEOs episode to learn about how Fyxify is standing out in this area, and how you can too. In this episode, Darren discusses the CEO's role in sales as being the person in charge of the company's vision. He explains how the CEO needs to communicate this vision clearly and consistently to the sales team and check their understanding by "inspecting what you expect" instead of assuming. Darren and I also discuss the importance of creating a reputation (online and offline) that reflects your vision and values, and we touch on how you can attract the right people to your business when your mission permeates the workplace too. This episode is for CEOs who want to get more strategic with their company vision and use it to drive sales, hiring, operations, and the customer experience. Listen in now! Highlights0:50 The mission of Fyxify: addressing global warming4:59 Understanding the target market15:26 The CEO in the sales role18:54 Taking charge of the vision23:00 The importance of repetition28:09 Everyone is watching…always32:07 When vision and mission permeate the workplace35:14 The marketing battlefront today: customer experience Quote"My job in sales transitions into a role in which I am making sure that the vision of our organization stays very, very clear to the people who are in charge of communicating it. That's the challenge that organizations have as they grow." Connect with Darren Dixon in the links below:Website: https://fyxify.pro/LinkedIn: https://www.linkedin.com/in/darren-dixon-663b4511 You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/

Brent Keltner is the founder and President of Winalytics LLC, a go-to-market and revenue acceleration consultancy. His upcoming book, The Revenue Acceleration Playbook, teaches CEOs and go-to-market teams the importance of having authentic conversations with potential buyers. In this episode of the Sales Talk for CEOs podcast, we dive into the topic of authentic conversations: what they are, how to spot them, and how they differentiate your business. The episode will leave CEOs contemplating what authentic conversations with their customers look like and how to build and train a sales team that can have these conversations.We cover all aspects of having authentic conversations with buyers during our discussion. You’ll learn how to find out if your team is currently having authentic conversations, how authentic conversations can lead to better discovery calls and more sales, and how to hire salespeople with an aptitude for having authentic conversations. If you’re looking to differentiate yourself from the competition, having authentic conversations is the way to do it. Listen in to learn more! Highlights1:27 Authentic buyer conversations9:50 Outbound and inbound marketing for lead generation10:56 The importance of referrals (and how to get more!)15:20 Better discovery calls: shifting from shallow discovery to value discovery18:44 Hiring the right salespeople for authentic conversations23:24 The importance of playbooks in marketing, prospecting, and selling31:30 Saying goodbye to product pitching and traditional selling33:51 Authenticity wins Quote“We talk about the work we do as building an authentic buyer journey and having authentic conversations, which means simply, don’t talk about your product until you know how it will make your customer more successful, and then talk about your product aligning to what their goals are for a better future.” Connect with Brent Keltner in the links below:Website: https://winalytics.com/LinkedIn: https://www.linkedin.com/in/bkeltner/The Revenue Acceleration Playbook: https://winalytics.com/our-book/ You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/

Voice of the customer research is more than just sending out a customer survey or asking for a review. It involves conducting strategic interviews, often handled by a third party, to get targeted insights for your business. Every CEO should be looking at voice of the customer research, which is why I invited expert Tonya Bjurstrom, founder of Dirby Group, a voice of the customer research company, to join me for this episode of Sales Talk for CEOs. In it, we discuss everything that CEOs need to know to get started with voice of the customer research.In this episode, you’ll learn what voice of the customer research is, its benefits, and how you can use the information for customer retention and growth. Tonya also shares examples that demonstrate the power of voice of the customer research—when you learn how it’s worked for other companies, you’ll want to try it in your business too. Finally, we discuss how to structure your interviews using KDIs, and how to know when it’s time to employ voice of the customer research in your business. This episode has everything CEOs need to know to get started with voice of the customer research. Dive in now!  Highlights:2:47 Customer listening: the missing element6:45 Using voice of the customer research for retention and growth7:16 Why you should use a third party to get voice of the customer data11:00 The key benefit of voice of the customer research13:29 Voice of the customer example 1: saving a big client19:00 Voice of the customer example 2: avoiding a bad investment27:22 Identifying KDIs – key desired insights30:12 Knowing when to conduct voice of the customer research Quote:“Who better to help you understand why companies should buy your product than companies who bought your product?” Connect with Tonya Bjurstrom in the links below:Website: https://www.dirbysolutions.com/LinkedIn: https://www.linkedin.com/in/tonyabjurstrom/ You can learn more about and connect with Alice Heiman in the links below:Website: https://AliceHeiman.comLinkedIn: https://www.linkedin.com/in/aliceheiman/