Sales Talk for CEOs

After struggling to hire the right sales team, Russ Macumber made a bold decision—he returned to founder-led sales. The result? A 40% increase in revenue. In this episode, he shares the hard lessons learned from scaling a startup, hiring salespeople, and building a high-retention client base. Tune in for real-world insights on what it takes to grow a sales-driven company.About GuestRuss Macumber is a seasoned entrepreneur and digital marketing expert known for his innovative approaches and thought leadership in the digital realm. With a passion for helping businesses grow their online presence, Russ co-founded Impressive Digital, a leading digital marketing agency focused on delivering cutting-edge solutions. His experience spans various aspects of digital marketing, including search engine optimization (SEO), conversion rate optimization (CRO), and marketing automation. Russ is recognized for his strategic mindset and ability to tailor marketing campaigns that yield significant results for clients. Additionally, he is adept at fostering client relationships and ensuring that the services provided align with the unique goals of each business. Through his leadership, Russ has been a driving force behind the success and growth of Impressive Digital.About Guest CompanyImpressive Digital is a dynamic digital marketing agency headquartered in Austin, known for its comprehensive approach to boosting businesses' online presence. The agency utilizes a strategic combination of SEO, Google Ads, and social media to increase web traffic and brand visibility. Impressive Digital's services extend beyond attracting visitors; they focus on converting these visitors into loyal customers using Conversion Rate Optimization (CRO) techniques and custom-designed landing pages that enhance user experience (UX). The company is also proficient in maintaining customer relations through CRM systems, email marketing, and automation, thus fostering customer loyalty and repeat business. Impressive Digital's hallmark approach, the GAS™ system, seamlessly integrates all facets of digital marketing to create a synchronized and effective marketing strategy. The agency is renowned for its proven track record in driving substantial results for leading clients by elevating traffic, conversion rates, and revenue through meticulously crafted campaigns. More than a service provider, Impressive Digital positions itself as a partner, dedicated to exceeding business objectives and propelling growth.Social Links 🔗 Connect with Russ Macumber: LinkedIn | Website🔗 Connect with Alice Heiman: LinkedIn | Website

Most CEOs think they’re doing thought leadership, but the truth? They’re doing it wrong—if they’re doing it at all.In this solo episode, Alice Heiman breaks down the biggest mistakes CEOs make when it comes to thought leadership and why those missteps are costing them sales. She reveals why most CEOs struggle to build their personal brand, how it impacts their sales team, and what they should be doing instead to drive revenue.If you’re a CEO who wants to make sales easier, attract high-value customers, and become the go-to leader in your industry, this episode is for you.Connect with Alice HeimanLinkedIn Profile: https://www.linkedin.com/in/aliceheiman/Alice’s Website: https://aliceheiman.com/

How does a CEO turn a passion for solving business challenges into a billion-dollar company? Katherine Kostereva, CEO of Creatio, shares her inspiring entrepreneurial journey, from her beginnings at IBM to building a globally recognized no-code platform. Discover how she bootstrapped her company for six years, secured $200 million in funding, and created a collaborative culture that fuels growth. Learn actionable strategies on prioritization, building strong sales teams, and leveraging partnerships to scale efficiently. About GuestKatherine Kostereva is the Founder and CEO of Creatio, a global vendor of an AI-native platform designed to automate CRM and workflows using no-code. With a lifelong passion for technology, she launched Creatio in 2014, bootstrapping the business with a clear mission to empower businesses to automate their ideas in minutes without writing a single line of code. A decade later, in 2024, Creatio achieved unicorn status and raised $200 million at a $1.2 billion valuation. The funding is aimed at advancing AI capabilities and driving further innovation in the no-code and CRM space.Social LinksShe’s Building A No-Code CRM And Workflow Automation Empire B2B tech startup Creatio is latest female-founded unicorn | Fortune Creatio CEO Katherine Kostereva on origin story, 'founder mode,' mentoring, Ukraine - Bizwomen Katherine Kostereva | CEO | Creatio (27) Katherine Kostereva | LinkedIn Book recommended by Katherine: https://www.amazon.com/Amp-Unlocking-Hypergrowth-Expectations-Intensity/dp/1119836115Podcast recommended by Katherine: https://www.blitzscalingvc.com/podcastConnect with Alice HeimanLinkedIn Profile: (27) Alice Heiman | LinkedInAlice’s Website: Alice Heiman | Sales Consultant and Strategist for CEOs

What happens when two QA professionals turn their frustrations with the industry into a groundbreaking solution? In this episode, Alice Heiman sits down with Ivan Barajas Vargas, co-founder of MuukTest, to explore how he and his partner transformed the QA automation process using AI. Ivan shares his journey from bootstrapping to landing funding, his pivot to a top-down sales strategy, and the lessons learned from building a thriving startup. If you’re a CEO looking to scale smarter, embrace innovation, or rethink your sales strategy, this conversation is packed with actionable insights you won’t want to miss.About GuestDuring the 15 years that Ivan Barajas Vargas worked in QA and test automation, he realized that testing was slow and required an army of QAs to get it automated. In 2019, he and Renan Ugalde founded MuukTest, an AI-powered solution that effortlessly automates software testing in days instead of years. Since being part of top startup accelerators like MassChallenge and TechStars, MuukTest received grants from the National Science Foundation’s Small Business Innovation Research (SBIR) program, as well as being included in Google for Startups’ Latino Founders Fund for 2023, among other grants.Social Links Connect with Ivan Barajas VargasOur website: MuukTest - Test Automation ServicesIvan's LinkedIn Profile: (50) Ivan Barajas Vargas | LinkedInMuukTest LinkedIn: https://www.linkedin.com/company/muuktest/Connect with Alice HeimanLinkedIn Profile: https://www.linkedin.com/in/aliceheiman/Alice’s Website: https://aliceheiman.com/

Referrals are an often-overlooked yet highly effective way to boost sales. In this episode, Alice Heiman dives into the transformative impact of a formal referral selling process. Learn why referrals outperform cold outreach, how they lead to higher-quality leads, and why they drive stronger customer retention. With real-world statistics and practical advice, you’ll gain the tools to build a referral system that consistently delivers results for your sales team.Connect with Alice HeimanLinkedIn Profile:  https://www.linkedin.com/in/aliceheiman/Alice’s Website: https://aliceheiman.com/

Dan Pontefract, author of Work-Life Bloom, joins Sales Talk for CEOs to share a groundbreaking approach to leadership. Key takeaways include redefining CEO responsibilities to include care, balancing humanity with execution, and fostering engagement through positive reinforcement. Dan also introduces a unique framework for navigating work-life cycles, offering practical advice for CEOs to inspire their teams and drive sustainable success. About GuestMy new book, WORK-LIFE BLOOM is a Thinkers50 Top New Management Book for 2024 and won the Gold Medal - Axiom Business Book Awards. Otherwise, I'm a leadership strategist, author, consultant, and keynote speaker. Other award-winning books include LEAD. CARE. WIN., OPEN TO THINK, THE PURPOSE EFFECT & FLAT ARMY. I help leaders realize that the future of work is now. Dan Pontefract is a renowned leadership strategist, author, and keynote speaker with over two decades of experience in senior executive roles at companies such as SAP, TELUS, and Business Objects. Since then, he has worked with organizations worldwide, including Salesforce, Amgen, the State of Tennessee, Nestlé, Canada Post, Autodesk, BMO, the Government of Canada, Manulife, Nutrien, and the City of Toronto, among others.As an award-winning and best-selling author, Dan has written five books: WORK-LIFE BLOOM, LEAD. CARE. WIN., OPEN TO THINK, THE PURPOSE EFFECT, and FLAT ARMY. Dan also writes for Forbes, Harvard Business Review, and other outlets.Dan is a renowned keynote speaker who has presented at four TED events and has delivered over 600 keynotes . He is an adjunct professor at the University of Victoria’s Gustavson School of Business and has received over 25 industry, individual, and book awards.Dan’s career is interwoven with corporate and academic experience, coupled with an MBA, B.Ed, and multiple industry certifications and awards. Notably, Dan is listed on the Thinkers50 Radar, HR Weekly’s 100 Most Influential People in HR, PeopleHum’s Top 200 Thought Leaders to Follow, and Inc. Magazine’s Top 100 Leadership Speakers.About Guest CompanyDan offers a range of options to help you, your team, your entire organization, or your event with various leadership and corporate culture insights. Options include keynotes, workshops, strategic planning sessions, assessments, master classes, and various learning modules. Tailored or off-the-shelf, Dan's repertoire of knowledge and solutions is as wide as his musical tastes. (hint: very wide) Inquire: speak@danpontefract.comSocial Links https://www.danpontefract.com/content/https://www.linkedin.com/in/danpontefract/https://www.linkedin.com/company/the-pontefract-group/Books: https://www.danpontefract.com/content/booksbydan/Podcast: https://www.danpontefract.com/content/podcast/Blog: https://www.danpontefract.com/content/blog/Book recommended by Dan: https://www.danpink.com/books/drive/Podcast recommended by Dan: https://munkdebates.com/listen/Connect with Alice HeimanLinkedIn Profile: https://www.linkedin.com/in/aliceheiman/Alice’s Website: https://aliceheiman.com/

Meta DescriptionDiscover the journey of a CTO turned co-founder who mastered founder-led sales and embraced the power of niche specialization to scale a thriving business. Learn how strategic focus and teamwork drive success.About GuestJamon is a software developer, business owner, husband, father of four, and new grandpa, located in southwest Washington state. He is co-founder of Infinite Red, Inc., a fully remote React Native app consultancy located across the USA and Canada. He learned to code at age twelve in order to make games and that led to a lifelong obsession with coding. He is still making games to this day, and also plays ice hockey (as a goalie) on a Finnish-American team and takes any excuse that he can to drive his tractor around his 3 acres.Social Links Jamon (@jamonholmgren) / XJamon (@jamon.dev) — Bluesky(20) Jamon Holmgren | LinkedInJamon Holmgren's Personal Websitehttps://infinite.redBook recommended by Jamon: The Culture Code | Unlock The Secrets to the Most Successful TeamsPodcast recommended by Jamon: The Leadership Podcast – We Study Leaders – The Leadership PodcastConnect with Alice HeimanLinkedIn Profile: (20) Alice Heiman | LinkedInAlice’s Website: Alice Heiman | Sales Consultant and Strategist for CEOs

Discover how CEOs can lead their teams to secure larger corporate deals, transition upmarket, and build strategies for landing transformative accounts with expert insights from Jamal Reimer.About GuestJamal Reimer is an experienced coach, best-selling author, product developer, and ambitious multi-million-dollar Enterprise Seller with more than 2 decades of experience in the field. After closing three 50-million-dollar deals at Oracle, he found his passion in helping others achieve the same. He’s coached hundreds of B2B sellers, teaching them the art of closing mega deals. Jamal has also cultivated a thriving community of more than 600 sellers, all dedicated to supporting and elevating each other’s success.About Guest CompanyEnterprise Sellers is a company that is dedicated to helping sales professionals close mega deals. This company offers training and mentorship to B2B SaaS sellers. They aim to help sales professionals navigate and understand the best strategies to secure large deals with potential customers. The Enterprise Sellers focuses on strategies that have been tested and proven to be effective by experienced industry professionals.Outboundless, where Jamal is a co-founder, focuses on helping companies scale their sales operations. By offering services like on-demand sales teams and tailor-made growth plans to suit each client.Social Links Episode Social LinksLinkedIn: https://www.linkedin.com/in/jamal-reimer/Company Website: https://www.enterprisesellers.com/https://jamalreimer.com/Company LinkedIn (Enterprise Sellers): https://www.linkedin.com/company/enterprise-sellers/Company LinkedIn (Outboundless): https://www.linkedin.com/company/outboundless/Link to Mega Deal Secrets: https://www.megadealsecretsbook.com/order-587089631679443322419Book recommended by Jamal: https://heathbrothers.com/books/the-power-of-moments/Podcast recommended by Jamal: https://www.npr.org/podcasts/510318/up-firstConnect with Alice HeimanLinkedIn Profile:  https://www.linkedin.com/in/aliceheiman/Alice’s Website: https://aliceheiman.com/

Alice Heiman reveals critical strategies to ensure your sales team is at peak performance before expanding your team.Connect with Alice HeimanLinkedIn Profile:  https://www.linkedin.com/in/aliceheiman/Alice’s Website: https://aliceheiman.com/Alice Blog: https://aliceheiman.com/want-more-sales-hiring-more-salespeople-may-not-be-the-answer/

Chapters01:54 Dave Brock's EntryIntroducing guest Dave Brock, a seasoned sales expert and author, discussing the dynamics of executive involvement in sales.02:07 The CEO's Role in SalesUnderstanding the strategic involvement of CEOs in sales, particularly in early-stage companies.02:46 Current Roles and InsightsDave illustrates his current role advising large companies and the unique challenges of early-stage companies.04:04 The Sustainable Role of CEOsDiscussion on how CEOs should balance their involvement in sales to ensure sustainability and growth.05:22 Leveraging Executive PresenceStrategies on how and when CEOs should intervene in sales processes to leverage their authority and experience.06:57 Opening Doors in SalesAnecdotes on how executive titles can accelerate business development and client engagement.07:45 Transition in CEO InvolvementExploring why CEOs might reduce their direct involvement in sales over time and the importance of empowering sales teams.09:56 Effective Use of Executive InfluenceDave shares how CEOs should be strategically used in sales, not just for authority but for significant business impact.10:01 Anecdote: CEO as a Symbolic PresenceHighlighting a quirky yet strategic use of a CEO's presence in international negotiations.11:29 CEO Missteps in Sales InterventionsA discussion on the potential risks and pitfalls when CEOs overstep in sales situations.16:17 The Importance of Strategic Executive InvolvementUnderlining when and why sales teams should leverage their CEOs, with a focus on access and displaying commitment.19:43 CEO Preparedness and CoordinationInsights into how sales teams should prepare and justify the involvement of senior executives in sales discussions.23:15 Establishing Organizational Support StructuresHow companies should structure executive support to ensure agility and efficacy in sales support.27:06 Long-term Strategic EngagementEncouraging CEOs to engage deeply with sales processes to drive organizational success and growth.44:59 Closing RemarksRecapping the essential points of CEO involvement in sales and the benefits of strategic executive participation.About GuestProvided:  Dave is author of the Sales Manager Survival Guide and the upcoming Sales Executive Survival Guide. He is CEO of Partners In EXCELLENCE, boutique consulting company working with Global 500 technology, industrial product, and professional services company.  He is also a highly sought after coach to CEOs, CROs and other executives. AI: Dave Brock is a seasoned professional with a knack for helping businesses navigate the fast-paced and often complex world of sales. He operates as the CEO of Partners in EXCELLENCE, a consulting firm that aids companies in becoming top performers in their fields. Known for his remarkable ability to analyze data and implement strategies that yield tangible results, Brock is admired by many in the industry. Brock carries with him a rich experience and deep understanding of the corporate environment, which allows him to provide effective solutions to companies struggling to cope with change. His forte lies in simplifying the intricacies of the business world, enabling organizations to seize opportunities and launch effective action plans with ease.About Guest CompanyPartners In EXCELLENCE is a consulting firm renowned for its solutions that help business leaders and sales teams deal with today's intricate and dynamic corporate landscape. Their primary aim is to work closely with their clients, helping them innovate, transform and eventually emerge as leaders in their respective fields. Their team of experts provide invaluable coaching and design customized solutions based on the individual needs of each business. According to te