Sunny Side Up Podcast: Recent Episodes
Sunny Side Up Podcast by Demandbase
A B2B podcast that brings together real-world insights to help Go-To-Market professionals evolve and stay up-to-date on the latest trends. Join us as we bring you the best practices and proven techniques from industry experts and practitioners.
Episode Summary
In this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding projects, including setting expectations, keeping the core team small, and trusting the process even when faced with criticism. He emphasizes maintaining a company's core values and culture while adapting to changing market needs. The episode also explores potential pitfalls in B2B branding, such as over-relying on competitors and seeking too many subjective opinions.
About the guest
Bill Kenney is the Co-founder, Partner, and CEO of Focus Lab and Odi, two global B2B branding agencies. Past clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Bill is also the author of the Amazon best-seller "Conquer Your Rebrand." When he's not working you can find Bill in one of three places: his couch, the local Jiu-Jitsu gym, or his camper in Vermont.
Connect with Bill Kenney
Key takeaways
- Common reasons for rebranding include company maturity, M&A activity, trademark issues, and the need to differentiate from competitors.
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Tips for successful branding projects include setting expectations, keeping the core team small, and trusting the process even when faced with criticism.
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Maintaining a company's core values and culture is crucial when rebranding, as it helps bring the brand's heart and soul forward.
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Potential pitfalls in B2B branding include over-relying on competitors, seeking too many subjective opinions, and over-emphasizing measuring ROI.
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AI can be a useful tool in enhancing visual storytelling, but it cannot replace the human interaction and strategic decision-making required for successful branding.
Quotes
"The brand is going to be so much larger and different in received through different meanings than what it is when you're creating it." -Bill Kenney
Recommended Resource
Books:
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“Daring Greatly” by Brene Brown
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“Can't Hurt Me” by David Goggins
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“Traction” by Gino Wickman
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“The Infinite Game” by Simon Sinek
Podcasts:
- A Bit of Optimism hosted by Simon Sinek
Connect with Bill Kenney | Follow us on LinkedIn | Website
Episode Summary
In this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach. He also provides recommendations for using AI in marketing to empower sales teams, as well as books, podcasts, and industry experts that listeners should check out.
About the guest
Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Product, and Tech teams to ensure success. Committed to delivering actionable strategies, Peter empowers businesses to drive substantial growth through strategic innovation.
Connect with Peter Bregman
Key takeaways
- The traditional "marketing qualified lead" (MQL) metric is flawed and doesn't accurately reflect the relationship between marketing and sales. Marketers should focus on "marketing qualified accounts" (MQAs) instead.
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Aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach is crucial for successful B2B growth.
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AI can be a valuable tool in marketing, but it should be used to empower sales teams, not replace them. The key is finding specific use cases and having enough data to train the AI models effectively.
Quotes
"Quality Matters way more than quantity, prospects have to be at the right place in their buying cycle, the ideal customer profile has to match, and generating a whole bunch of leads is really just resulting in bad conversion metrics, distrust between marketing and sales." -Peter Bregman
Recommended Resource
Books:
- "Invisible Rulers" by Renee de Resta - A fascinating look at how influence and ideas spread on the internet and the creation of "bespoke realities" on social media.
Podcasts:
- "Planet Money" - An entertaining economics podcast
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"Hard Fork" - A podcast covering the state of technology
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"In Depth" from First Round Capital - Interviews with founders of companies they've invested in
Connect with Peter Bregman | Follow us on LinkedIn | Website
Episode Summary
In this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoid overfitting, to validate outputs and understand the reasoning behind recommendations, especially for high-stakes decisions. Overall, the discussion highlights the potential for AI to create new opportunities in marketing by enabling more data-driven, scientific practices, and recommends that marketers learn about machine learning concepts to become more proficient in this area.
About the guest
Mana Ionescu is a digital marketing leader and Head of Digital Marketing at Axos Bank in San Diego. A former agency founder, Mana loves to demystify complex marketing concepts and debunk digital marketing myths. She teaches at the Kellogg Professional Certificate in Digital Marketing and is a sought-after keynote. In her free time, Mana likes to explore the peaks and valleys of our beautiful earth: hiking and SCUBA diving.
Connect with Mana Ionescu
Key takeaways
- Implement ethical and unbiased AI practices through diverse data, regular audits, and transparency
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Ask fundamental questions about AI models, like how they avoid overfitting, to validate outputs
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Maintain visibility into the "why" behind AI recommendations, especially for high-stakes decisions
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Embrace AI's potential to create new opportunities in marketing by enabling more data-driven, scientific practices
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Recommend that marketers learn about machine learning concepts to become more proficient
Quotes
"We can't have a black box. You need to be able to explain to stakeholders how the AI models work and the risks involved." -Mana Ionescu
Connect with Mana Ionescu | Follow us on LinkedIn | Website
Episode Summary
In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes the importance of understanding customer needs, monitoring trends, and using an innovation pipeline framework to guide strategy development. She advocates for quality over quantity in marketing efforts, recommending targeted campaigns for specific audiences rather than broad, unfocused approaches. Sakal underscores the value of curiosity and asking better questions to drive growth and innovation in marketing and product development.
About the guest
With a passion for turning complex inputs on customers, market dynamics, and competitors into smart strategies that drive growth, Victoria has spent the last decade helping companies ask better questions to get better data, source more powerful insights, and stay on top of important dynamics that matter. Previously at Morning Consult and Kantar, Victoria now focuses on all things demand gen, product marketing, market research, and growth strategies to deliver more value for Wonder users.
Connect with Victoria Sakal
Key takeaways
- Balance data-driven insights with intuition for effective marketing decisions
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Focus on customer needs and problems when developing go-to-market strategies
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Use an innovation pipeline framework to guide strategy from problem identification to launch
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Prioritize quality over quantity in marketing by targeting specific audiences with tailored messages
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Stay informed through industry newsletters, podcasts, and thought leaders
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Embrace curiosity and ask better questions to drive growth and innovation
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Align different parts of the organization for cohesive go-to-market execution
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Adapt agile approaches to market research for speed and relevance
Quotes
"Being a degree off at your starting point can leave you a mile off down the road." -Victoria Sakal
Recommended Resource
Newsletters:
-
Scott Clary's newsletter on mental models and business inspiration
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James Clear's newsletter on life frameworks and processes
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Seth Godin's daily digestible content
Podcasts:-
Lenny's Podcast, which covers product strategy and related disciplines
Connect with Victoria Sakal | Follow us on LinkedIn | Website
Episode Summary
In this episode, Joshua Hoffman discusses strategies to align sales and marketing teams for better business outcomes. He emphasizes focusing on partnership and shared metrics, using data throughout the sales process, involving marketing in forecasting and pipeline discussions, and creating a culture of cross-team collaboration. Hoffman also highlights the importance of leveraging customer success teams for stronger partnerships.
About the guest
Josh is currently a partner at CH Consulting after spending the last three decades in global leadership roles at Dell, Avaya, Palo Alto Networks, Datto, and Netrix Global. CH Consulting is a team of experts with relevant expertise in Sales, Marketing, Transformation, Strategy, Growth, Operational Excellence, Legal, and more.
Connect with Joshua Hoffman
Key takeaways
- Focus on the partnership between sales and marketing, not finger-pointing
- Establish shared metrics and common language across teams
- Use data and analytics throughout the entire sales process
- Involve marketing in forecasting meetings and pipeline discussions
- Create a culture of collaboration and mutual support
- Leverage customer success teams to build stronger partnerships
- Break down silos to drive better business outcomes
Quotes
"This is supposed to be a partnership. When sales and marketing get at odds, which happens in a lot of organizations, there has to be a way to bring people back to square." -Joshua Hoffman
Recommended Resource
Books
-The One Minute Manager
-Atomic Habits
-Everybody Writes
Connect with Joshua Hoffman | Follow us on LinkedIn | Website
Episode Summary
Rebekah Gardner and Jason Keever discuss how the tax industry has evolved significantly in recent years to keep up with digitalization and changing client needs. They explore how Ryan is leveraging technologies like artificial intelligence to improve efficiency and deliver exceptional client value. The speakers highlight the importance of breaking down silos between professional services and product teams. They emphasize building trust, communication, and incentives to encourage collaboration. Gardner and Keever also address balancing innovation through new product development while maintaining important client relationships. Keever provides an example of how AI could streamline processing large volumes of variable tax documents.
About the guests
Rebekah Gardner
Rebekah is a relationship-focused global sales leader with over 20 years of experience as a federal tax partner. She has a proven track record across multiple industries, and from small businesses to Fortune-ranked companies. Her expertise spans private equity, strategic partnerships, and software channels, all underscored by a commitment to collaboration, accountability, and achieving results.
Connect with Rebekah Gardner
Jason Keever
Jason serves as the President of Ryan’s tax.com™ division. With over 15 years of experience in driving revenue for private-equity-backed, high-growth SaaS companies, he leads the executive team in expanding technology services for existing clients and venturing into new markets. Jason's previous leadership roles include Chief Revenue Officer, President, Chief Sales Officer, and Vice President of Sales across various industries.
Connect with Jason Keever
Key takeaways
- The tax industry has significantly evolved to keep up with digitalization and changing client needs and expectations.
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Technologies like AI can be leveraged to improve work efficiency and enhance the client experience.
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It's important to break down silos between professional services and product teams through improved trust, communication, and aligned incentives.
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Companies must balance innovation through new product development while maintaining important client relationships.
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Accumulating and analyzing vast amounts of industry data can provide a competitive advantage through solutions like streamlining document processing.
Quotes
"Now one of the prominent pieces of the conversation with Clients is inevitably, what technology are you using to get this done? How are we certain that you are doing this in the most efficient way?" -Rebekah Gardner
"We're uniquely positioned, we’re uniquely focused on corporate tax, and we have the breadth of data that's going to help empower that type of movement in the market."-Jason Keever
Recommended Resource
Books
Good to Great by Jim Collins
Dare to Lead by Brene Brown
Scaling People by Claire Hughes Johnson
Amp It Upby Frank Slootman
Episode Summary
Vinod shares insights from growing revenue by 40x in 7 years. Some key strategies include understanding customers thoroughly, offering a diversified portfolio of solutions, and networking extensively. Vinod also emphasizes the importance of building effective relationships with decision-makers through mutual respect, problem-solving focus, and self-awareness. He recommends staying informed by reading competitors' reports, attending industry events, and maintaining a strong professional network.
About the guest
Vinod Venkatesan is the Vice President of Sales, Strategic Accounts at Amkor Technology Inc. He is one of the emerging leaders at Amkor and is a results-oriented, technology-focused sales executive. Vinod is a problem solver at heart, questions the status quo, passionate about impactful leadership, and is driving change to continue to deliver growth for his organization.
Connect with Vinod Venkatesan
Key takeaways
- Understand your customers thoroughly by learning about their business, market position, goals, challenges, and future plans
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Offer a diversified portfolio of solutions to manage risk and provide solutions for multiple customer needs
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Build strong relationships through mutual respect, acting as a problem solver rather than taking sides, and having open conversations
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Stay informed by reading competitors' reports, listening to industry podcasts and talks, and regularly networking with contacts in your field
Quotes
"You really need to learn everything about what your customer is doing, their market position, and more importantly, where they're headed." -Vinod V. on understanding customers.
Recommended Resource
Leadership podcasts to gain different perspectives from various roles and industries
TED Talks for innovative ideas and insights
Industry-specific newsletters
Earnings calls, 10-Ks, and investor presentations for valuable market intelligence
Episode SummaryThis episode provides insights into effective global marketing strategies and cultural considerations for international expansion. Manuela Furtado shares best practices for localizing content and campaigns to resonate with target audiences in different countries and cultures. She emphasizes the importance of understanding local markets through research and tailoring strategies for each region. Manuela also discusses the need to align global and local marketing efforts with sales to ensure consistent branding while making the experience culturally relevant in each new market. Overall, the episode offers guidance to companies on prioritizing localization from the start of their global expansion planning.
About the guest
Manuela Furtado has 25 years of experience in the localization industry, driving innovative processes and technologies. With a strong background in languages and communication, she expertly guides clients through best practices, whether they are new to localization or looking to expand their global reach to maximize impact. As a leader in Sales and Account Management, Manuela excels in building meaningful relationships across the globalization ecosystem. She adeptly matches client goals with the most targeted services, technologies, and expertise, ensuring optimal results.
Connect with Manuela Furtado
Key takeaways
- Understand target audiences' cultural sensitivities and preferences through market research
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Tailor marketing strategies, content, design, and messaging for each local market
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Maintain brand consistency while adapting campaigns to be culturally relevant
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Involve localization experts from the beginning of global expansion planning
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Align global and local marketing efforts with in-country sales teams
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Start with pilot testing and localization of the most important pages/content
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Ongoing testing and adaptation is needed as the localization process is continuous
Quotes
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
-Manuela highlights Nelson Mandela’s quote that emphasizes the importance of truly connecting with target audiences by speaking to them in their language at a deeper, emotional level rather than just translating.
Recommended Resource
Books
-"Take Your Company Global" by Nataly Kelly.
Websites
-BornToBeGlobal.com by Nataly Kelly - Accompanying blog to the book above.
-AlphaCRC - For localization case studies and resources.
-Nimdzi Insights - Consulting agency that publishes content on localization.
-Slator - For content on localization and multilingual insights.
-CSA Research
-Locworld- A conference for localization professionals, networking, and industry innovation.
Episode Summary
This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships.
About the guest
Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion for people and results and a proven track record of success. She has held leadership positions in sales and marketing, including ABM, partnerships, demand gen, field and corporate marketing for global Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) companies. When she’s not growing people or pipeline at leading tech companies, she enjoys spending time with her family in the mountains or at the beach, running daily, and practicing mindfulness.
Connect with Amanda Dyson
Key takeaways
- Lead with customer pain points rather than product features to build trust.
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Collaboration between sales and marketing is required through an account nomination process and campaign planning sessions.
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Focus ABM efforts to avoid trying to sell everything at once and "boil the ocean."
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Leverage ABM for existing customers through custom landing pages and insider advocates to drive retention, upsell, and cross-sell.
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Overcommunicate ABM strategies internally through a living overview deck and consistent updates on calls and materials.
Quotes
"ABM is probably my favorite type of marketing because it can be disruptive and provocative. And, honestly, it's just all about the customer and how to stand out to them." -Amanda Dyson
Recommended Resource
Books
-"How Women Rise" by Sally Helgesen and Marshall Goldsmith
-"Radical Candor" by Kim Scott
-"Amp It Up" by Frank Slootman
-Fiction books byKristin HannahandFrederick Bachman
Connect with Amanda Dyson | Follow us on LinkedIn | Website
Episode SummaryThis episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highlights culture, technology, and data silos as major barriers for manufacturing companies looking to align. The discussion covers how account-based marketing (ABM) can help manufacturers by prioritizing the right accounts for large deals and providing a framework for collaboration. They emphasize starting simple with ABM and having a dedicated sales leader champion the approach.
About the guest
Kathy has thrived through 25 years in sales, marketing, and IT, and now leads Inverta’s consulting. She takes a no-nonsense approach to the role of digital skills, processes, and tools, and has helped Citrix, Microsoft, and HP transform their marketing. Additionally, she’s one of the foremost authorities in account-based marketing and has been certified by ITSMA as an ABM practitioner since 2007. Kathy conducts workshops, webinars, and training sessions, and has supported hundreds of ABM rollouts and scale-ups. When Kathy isn’t traveling the world, she enjoys a top-shelf vegetarian breakfast taco at her home in Austin, TX.
Connect with Kathy Macchi
Key takeaways
- Buyer behavior is changing, with younger buyers wanting more control over the sales process
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Major challenges for manufacturing companies in aligning sales and marketing include cultural resistance, lack of digital tools, and data silos
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ABM can help manufacturers target the right accounts for large deals, select key messages, and implement supporting technology
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When getting started with ABM, companies should pick the right sales leader, start simply, focus on goals and measurement, and continually reinforce the approach with sales
Quotes
"Buyer behavior is changing, they're no longer an individual buyer like you used to have, it's a buying group, and a lot of that buying group is anonymous.” -Kathy Macchi
Recommended Resource
Books
-The Next CMO
Podcast
-The Artificial Intelligence Show
Connect with Kathy Macchi | Follow us on LinkedIn | Website
Episode SummaryIn this episode, host Chris Moody talks with John Common of Intelligent Demand about the ongoing challenge of aligning sales and marketing teams. They discuss why misalignment often stems from a lack of clear strategy and leadership guiding the organization. John emphasizes that B2B growth requires cross-functional collaboration but most companies still operate in silos. John also dives into common mistakes made with account-based marketing programs when they are treated as solely a marketing initiative. He outlines why traditional metrics like marketing qualified leads are outdated.
About the guest
John Common, CEO and founder of Intelligent Demand brings 20 years of expertise in growth strategy, technology, marketing, sales, and customer success. His career focuses on driving measurable revenue growth for tech and service firms, both internally and as an agency partner. Under his leadership, Intelligent Demand has emerged as a premier revenue growth agency, prioritizing its people, culture, and client success. John also hosts "Growth Driver," a podcast for B2B executives eager to drive growth, featuring thought leaders and experts.
Connect with John Common
Key takeaways
- B2B growth requires cross-functional alignment and collaboration, but most companies still operate in silos due to a lack of clear go-to-market strategy and leadership.
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Common mistakes with account-based marketing programs include treating it as solely a marketing initiative, not setting clear growth goals, and relying on outdated metrics like MQLs.
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Companies need to critically examine their assumptions around go-to-market approaches and commit to developing integrated growth strategies, as traditional playbook methods are no longer effective.
Quotes
"B2B growth is a team sport, there is no go-to-market motion where cross-functional alignment is not." -John Common
Recommended Resource
Books
-Kotler on Marketing by Philip Kotler.
-Sales Pitch by April Dunford.
-Obviously Awesome by April Dunford.
Podcast
-Growth Driver
-Lenny’s Podcast
Connect with John Common | Follow us on LinkedIn | Website
Episode SummaryRandy Welch talks about mission-driven sales in the education sector. He discusses his background in school psychology and administration, and how it led him to a career in education technology focused on school safety solutions. He emphasizes the importance of truly understanding customer needs through active listening. Randy also provides insights into navigating the challenges of the education market by prioritizing safety over sales numbers. The interview covers Randy's vision for developing a holistic safety ecosystem and recommendations for incorporating learning into a sales mindset.
About the guest
Randy Welch is an educator at heart but found his way into the technology sector through his passion to ensure the safety and security of school students and staff. At Motorola Solutions, Randy oversees the education focused Sales efforts for the North America region and highlights the technology, safety, and security solutions schools need to solve their biggest safety challenges. Prior to Motorola Solutions, Randy served for more than 20 years as a school psychologist, special education director, Chief Program Officer, and board member for multiple public and charter schools. Randy has also spoken nationally and internationally about a variety of education topics.
Connect with Randy Welch
Key takeaways
- Understand customer needs through active listening, not just hearing what they say
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Prioritize solving customer problems and mission over making sales numbers
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Develop a holistic, integrated ecosystem approach to school safety rather than isolated systems
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Keep focus on the mission of keeping students safe even during budget cuts or challenges
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Incorporate continuous learning into sales through recommended books and shared learning
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Bring an educator's passion for learning to the sales field
Quotes
"Someone has a problem, your job is not to solve their problem, your job is to help them find a solution to that problem." - Randy Welch on drawing connections between education and sales.
Recommended Resource
Books
-"New Sales. Simplified." by Mike Weinberg.
-"Sales Management. Simplified." by Mike Weinberg.
-"Selling in a Crisis" by Jeb Blount.
-"Sales EQ" by Jeb Blount
-"The Little Red Book of Selling" by Jeffrey Gitomer.
Connect with Randy Welch | Follow us on LinkedIn | Website
Episode SummaryThis podcast episode discusses how Jodie Woodworth implemented an agile marketing framework to improve efficiency and productivity at her company. She shares how she overcame resistance from her team by empowering them and introducing agile principles gradually. Originally the team struggled with slow project completion due to perfectionism, but agile practices helped deliver value to customers faster. The speaker discusses optimizing meetings, prioritizing tasks, and improving communication through daily stand-ups and regular team collaboration. Metrics for tracking campaign performance and strategies for continuous improvement are also covered. The importance of adapting quickly to changes in their fast-paced industry is emphasized.
About the guest
Jodie Woodworth is the head of marketing for Envysion, a Motorola Solutions company focused on managed video technology to reduce loss, improve safety & security, and create operational excellence protecting restaurant and retail establishments. She is passionate about B2B marketing and leading an agile marketing team by empowering others to flourish in their role.
Connect with Jodie Woodworth
Key takeaways
- Implement agile marketing gradually to gain team buy-in and overcome resistance to change
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Empower your team to make decisions, take risks, and learn from failures
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Prioritize tasks based on duration and value delivered to customers
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Optimize meetings and communication through daily stand-ups and collaboration across teams
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Track campaign metrics like engagement and lead generation to improve strategies
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Continuously adapt strategies and processes to changes in your industry's pace of innovation
Quotes
“If you're stuck and don't know why it didn't work, figure out why it didn't work and try something else. But do it quickly.” -Jodie Woodworth
Recommended Resource
Books
-Story Brand by Donald Miller.
-Atomic Habits by James Clear.
Podcast
-Exit Five by Dave Gerhardt.
Connect with Jodie Woodworth | Follow us on LinkedIn | Website
Episode SummaryKara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provides insights on adapting to a cookieless future through enhanced customer data collection and analytics.
About the guests
Kara Alcamo
Kara is the founder of Alcamo Marketing, a B2B marketing consultancy. With over 15 years of experience in marketing strategy, media, SEO, content, and technology, she started Alcamo Marketing to provide strategic consulting services and execution capabilities. In addition to her marketing expertise, Kara has diverse interests outside of work. She is a proud beekeeper with over 4 beehives, a bunch of chickens, two cats, a dog, and a horse on her regenerative permaculture farm. Kara brings her passion for innovation to her clients, helping leading B2B brands navigate evolving privacy regulations and the cookieless future of digital marketing.
Connect with Kara Alcamo
Rachel Curasi
Rachel is the EVP of Activation at Alcamo Marketing. She started her career in media buying and planning where she worked for 10 years and then shifted to B2B media technology and strategy. At Alcamo Marketing, she focuses on overseeing all of the operations, client support, and B2B technology.
Connect with Rachel Curasi
Key takeaways
- Privacy concerns and regulations are driving the deprecation of third-party cookies by 2024
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Loss of cookies will impact targeting precision and measurement accuracy for marketers
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Marketers should leverage first-party data through tools like identity resolution
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Focus on personalized experiences to build loyalty and collect more customer data
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Contextual targeting and direct publisher buys are alternative targeting strategies
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Statistical analysis expertise will be needed to properly track and analyze performance
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Investing in data/analytics skills is important for the cookieless future of marketing
Quotes
"I think that even just basic statistical analysis is hugely under-leveraged right now in marketing."-Kara Alcamo
“People want a personalized experience, but at the same time, they don't want it personalized to a point where it gets a little creepy.”-Rachel Curasi
Recommended Resource
Books
-A World Without Email
-Deep Work
Follow us on LinkedIn | Website
About the guest
Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries.
Connect with Matthew Leopold
Episode Summary
Matthew Leopold from LexisNexis shares how they segment their messaging for different stakeholders in the buying process, from managing partners to IT directors to users. He discusses challenges around data privacy and attribution in B2B marketing. The importance of understanding sales teams and aligning marketing and sales goals is also covered.
Key takeaways
- Personalized marketing is important for diverse personas in professional services firms like law firms
- Understanding the buying journey and different needs of stakeholders like partners, IT directors, and users is key
- Attribution is difficult in B2B but tracking engagement, conversion, and retention is important
- Regulated industries face data privacy challenges that marketing must work within
- Aligning sales and marketing goals through collaboration and understanding each team's perspectives improves effectiveness
- Thought leadership should provide relevant insights sales can leverage with clients
Quotes
"I think no matter how many meetings I have with our clients, or with lawyers, I will never have as much time on the front line, as our salespeople will."
- Matthew Leopold on why marketing should understand the sales perspective.
Episode SummaryThis episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications and aligning sales and marketing efforts through shared goals and processes. There is discussion about how AI can enhance jobs by automating repetitive tasks and improving products. The importance of focusing marketing efforts on the right target accounts and cutting wasteful spending rather than resources is also covered.
About the guest
Jens Olivariusis the CMO at FE fundinfo, previously being part of the Executive team at MDM Solutions company Stibo, and CMO at SimCorp, a global investment management IT solutions company, following an 18-year career with SaaS Institute where he undertook a variety of sales and marketing roles both in the US and Denmark. He presently resides in the beautiful city of Copenhagen.
Connect with Jens Olivarius
Key takeaways
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Marketing is evolving due to shifts in buyer control and the need for more relevant, creative communications
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Tactics like email are still relevant when used strategically, targeting the right audience at the right time
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AI can enhance jobs by automating repetitive tasks, freeing up time for creativity and strategic work
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Aligning sales and marketing is crucial through shared goals, processes, and a focus on customer experience
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Understanding buyer groups within organizations leads to more effective engagement
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Cutting wasteful spending, not resources, is important when budgets are tight
Quotes
"AI took my job to new levels. And I think that's really what it's about, to a large extent. It's about a new technology, a new set of tools out there that can help you increase productivity." -Jens Olivarius
Connect with Jens Olivarius | Follow us on LinkedIn | Website
Episode Summary
In this episode, Ruth Zive, CMO of LivePerson, discusses how to successfully navigate the AI landscape with business leaders. She shares LivePerson's conversational flywheel framework for understanding customer needs and implementing AI in a practical way. Ruth also emphasizes the importance of aligning sales and marketing teams through shared goals and data-driven strategies.
About the guest
Ruth Zive oversees LivePerson’s global marketing organization, focused on growing scalable, measurable, and predictable world-class demand generation, with operational rigor. A three-time enterprise software CMO, she leads the company’s digital and demand generation, field marketing, and sales development, vertical and product marketing, branding, and internal and external communications functions.
Connect with Ruth Zive
Key takeaways
- Understand customer needs through data insights before implementing AI
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Use a framework like the conversational flywheel to practically implement AI and continuously improve
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Prove business benefit and ROI of AI to consumers to narrow the "AI gap"
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Align sales and marketing teams by holding them accountable to shared pipeline outcomes
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Empower SDRs as brand ambassadors to improve conversion and feedback loops
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Standardize messaging in an early funnel and ensure consistency through implementation
Quotes
"Business leaders have this enthusiasm around AI, this eagerness to roll it out. But then on the consumer side, there's a little bit of a reluctance. And we think that all ultimately comes back to delivering ROI on your AI investment." -Ruth Zive
Recommended Resource
Books
-”Amp It Up" by Frank Slootman - A book about winning go-to-market strategies that influenced Ruth.
Podcast
-Honestly by Bari Weiss - Ruth's current favorite podcast that covers controversial topics gracefully.
Websites
-Fast Company - Ruth contributes articles here every couple of months.
Connect with Ruth Zive | Follow us on LinkedIn | Website
Episode SummaryThis episode discusses how Devo implemented account-based marketing (ABM) and aligned its marketing and sales teams. Greg Aquavella from Devo shares how they overcame challenges through Demandbase training sessions with sellers and weekly one-on-ones. He emphasizes the importance of aligning sales and marketing efforts through collaboration and providing insights that matter to sellers. The episode also covers identifying opportunities for pipeline acceleration and integrating demand generation tools into existing sales workflows to streamline processes. Overall, it focuses on best practices for ABM success through effective alignment between revenue teams.
About the guest
Greg Aquavella is the Director of Marketing at Devo. With over 12 years of experience in marketing and 6+ years focused on account-based strategies, Greg is a leading expert in aligning marketing and sales for ABM success. At Devo, Greg spearheaded the implementation of their global ABM program to better target large enterprise accounts. He is responsible for building revenue and delighting customers through global ABM, Digital, and Field marketing strategies and supports Devo’s programmatic account intelligence engine.
Connect with Greg Acquavella
Key takeaways
-
ABM is a holistic approach that requires aligning marketing, sales, and customer success
-
Aligning sales and marketing is crucial for successful ABM implementation
-
Schedule weekly one-on-ones with individual reps to understand account priorities
-
Leverage Demandbase training to help sellers apply insights in their sales approach
-
Identify opportunities for "pipeline acceleration plays" based on open opportunities
-
Integrate demand generation tools into the sales workflow to streamline the rep experience
-
Aligning tools and insights with existing sales processes provides quick wins
Quotes
"ABM encompasses so much more than marketing because if you're doing it well, you're working across the org, across multiple functions, and getting everything bought in at the right time, and getting everybody aligned to a singular goal and output." -Greg Acquavella
Recommended Resource
Books
-The ABM Effect- A good intro book for anyone getting started with ABM.
Websites
- Fullfunnel.io- They break down marketing concepts visually and share case studies.
Newsletter
-Dashdot newsletter by Strategic ABM that highlights global ABM programs and use cases.
Connect with Greg Acquavella | Follow us on LinkedIn | Website
Sunny Side Up Podcast is now OnBase, where hosts Chris Moody and Paul Gibson tackle B2B challenges weekly with top experts.
For most companies, the gap between sales and marketing isn’t just a crack—it’s a chasm. And ignoring this rift? It’s not just risky; it's practically business sabotage.
So that got us thinking, just why are so many sales and marketing teams, well, off-base–and what can we do to fix it?
OnBase is about smashing those sales and marketing misalignments.
If syncing sales and marketing to supercharge your revenue sounds like your kind of play, then “OnBase” is your must-listen.
Rate us and subscribe now on Spotify, Apple Podcast, YouTube, or wherever you love to listen. Keep winning and stay OnBase.
Episode Summary
This episode of the Sunny Side Up podcast discusses overcoming challenges faced by women in their careers, with a focus on imposter syndrome, advocating for career advancement, and maintaining work-life balance. Hardeep Kaur shares her experiences and advice on these topics, emphasizing the importance of authenticity, mentorship, and addressing unconscious biases.
About the guest
Meet Hardeep Kaur, the Director of People at Demandbase India. With 17+ years in HR, she's all about making things happen. Whether it's influencing leaders, spurring teams into action, or crafting tailored solutions, Hardeep's got it covered. She's passionate about solving challenges and works hand-in-hand with colleagues to drive meaningful change. In short, Hardeep is the driving force behind people-centric success at Demandbase India.
Connect with Hardeep Kaur
Key takeaways
- Overcome imposter syndrome through self-awareness, self-compassion, and recognizing accomplishments
-
Advocate for your career through effective communication, finding mentors, and understanding different perspectives
-
Address unconscious biases through open discussions with senior leaders to create an inclusive environment
-
Maintain work-life balance by prioritizing both equally, setting boundaries, and not feeling guilty about priorities
-
Networking is an ongoing process - find common ground and stay in touch with new connections
Quotes
"Networking is about being in constant touch, whatever the frequency. It's not a one-time task." -Hardeep Kaur
Connect with Hardeep Kaur | Follow us on LinkedIn | Website
Episode SummaryThis episode of Sunny Side Up features an interview with Jill Canada, VP of Commercial at Mendaera, about her experience creating new markets and implementing disruptive technology. Jill discusses the challenges of market creation, especially in healthcare, and emphasizes the importance of change management. She also shares insights into building effective teams, lessons from both startups and large companies, and recommendations for books and guests.
About the guest
Jill Canada currently serves as the Vice President of Commercial at Mendaera Inc., a Silicon Valley-based healthcare technology company developing a platform that combines robotics, real-time imaging, artificial intelligence, and connectivity. Before Mendaera, Jill served as the Vice President of Corporate and Enterprise Sales and as a key member of the Executive team at Avail Medsystems where she led a dynamic team dedicated to supporting some of the healthcare sector’s largest and most influential entities.
Connect with Jill Canada
Key takeaways
- Creating new markets takes longer and more money than expected, especially in healthcare with its regulatory complexities
-
Finding the right product-market fit and beachhead is critical for startups
-
Building a diverse, multidisciplinary team with empowerment and a culture of experimentation is important for disruptive technology
-
Change management is essential but often overlooked, especially in communicating with and guiding clients through workflow changes
-
Experience from both startups and large companies is valuable; leadership qualities like accountability translate between environments
-
Aligning with investors and boards that understand your sector and market creation is important for startup success
Quotes
"Sometimes, success is defined by what you say no to as much as what you say yes to" -Jill Canada
Recommended Resource
Podcast
-DeviceTalks Podcast Network (MedtechWOMEN Talks, DeviceTalks Weekly)
-Fast Five Medtech News
-Huberman Lab
-WorkLife with Adam Grant
Connect with Jill Canada | Follow us on LinkedIn | Website
Episode Summary
This episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails.
About the guest
Graceanne (Domino) MacDonald
Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds.
Connect with Graceanne (Domino) MacDonald
Liam Moroney
Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing.
Connect with Liam Moroney
Key takeaways
- Google will classify companies as bulk senders if they send over 5,000 emails per day from their domain
-
Bulk senders must keep their spam rate below 0.3% or risk having their entire domain blocked from sending emails
-
Companies should audit their marketing databases and purge or suppress unengaged Gmail addresses
-
Implement SPF, DKIM, and custom tracking domains to improve email deliverability
-
Add unsubscribe links to all marketing and sales emails, including sales outreach emails
-
Challenge teams to truly understand their audiences through research and send more personalized content
Quotes
"It's not even a technical problem. It is not a design problem. It's philosophical, did they ask for this email? Is this email valuable?" -Liam Moroney
"I fought a number of uphill battles on email deliverability, I was constantly beating the drum against bulk sending." -Graceanne MacDonald
Recommended Resource
Books
Liam recommended books on marketing fundamentals like "Ogilvy on Advertising" and "Hey, Whipple, Squeeze This" which provide timeless principles
Newsletters
Graceanne recommended, ‘The Spark Toro’ and ‘Exit Five’ newsletters for great content on audience research and understanding.
Episode Summary
Brian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals.
About the guest
Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500.
Connect with Brian Finnerty
Key takeaways
- Map content assets to stages of the buyer's journey, including top-of-funnel awareness content and bottom-of-funnel proof points
-
Invest in lower-funnel customer success stories and third-party validation reports
-
Validate content assumptions directly with customers through feedback
-
Optimize the content mix regularly based on performance data and attribution to opportunities
-
Track pipeline as the primary metric for measuring content marketing success
Quotes
"If you're able to track all of those touchpoints, and make sure that they're associated with opportunities in your CRM, then I think you've got a fairly consistent way of assessing how your content engine is performing." -Brian Finnerty
Recommended Resource
Books
Brian suggests "No Rules Rules" by Reed Hastings and Erin Meyer about Netflix's approach to talent and culture.
Podcast
Professor Galloway's podcast, ‘The Prof G Pod’ for marketing and sales insights.
Connect with Brian Finnerty | Follow us on LinkedIn | Website
Episode Summary
Emily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally.
About the guest
Emily is a Sr. Director of Marketing at Honeywell Aerospace Technologies where she leads a team of demand and digital marketers in the Americas. Emily has 24 years of experience leading high-performing B2B marketing teams. Before Honeywell Aerospace Technologies, Emily was the head of digital marketing and demand generation at a full-service marketing agency working with brands such as Symantec, Spirent, Model N, ServiceNow, BroadSoft, Infovista, Sage, and several startups acquired by Cisco and Oracle.
Connect with Emily Butler
Key takeaways
- The importance of balancing brand and demand marketing, even with budget pressures
-
Measuring success through pipeline and revenue, not just MQLs
-
Gaining customer insights directly through VoC sessions and sales call participation
-
Aligning marketing, sales, and supply chain for transparency on aerospace industry challenges
-
Prioritizing moments that matter most in the customer journey
-
Building internal belief in your brand message before external campaigns
Quotes
"Your brand really starts with internal marketing. So for your brand to be successful your entire employee base needs to believe the message, they need to live it, they need to breathe it." -Emily Butler
Recommended Resource
Books
Emily recommends the book "The Micro Stress Effect" by Rob Cross as a must-read for high performers and those at risk of burnout.
Connect with Emily Butler | Follow us on LinkedIn | Website
Episode Summary
Shelley Morrison shares her insights on mastering marketing through experimentation, creativity, and building an innovative culture. She discusses how her background in advertising and marketing has prepared her to thrive in an ever-changing industry. She emphasizes the importance of embracing risk, testing new ideas, and fostering psychological safety to encourage idea-sharing and learning from failures. Shelley also stresses aligning brand and creative efforts to positively impact demand generation. Listeners learn about Shelley's approach to monthly test-and-learn sessions and how sharing results openly helps teams improve continuously. Useful recommendations are provided on history podcasts and inspiring B2B marketing leaders.
About the guest
Shelley Morrison, VP of Global Growth Marketing at Domo, is a seasoned full-journey marketer with deep expertise in global demand generation, offline and digital media, growth strategy, and sales and marketing alignment. She’s skilled in leading best-in-class global marketing teams and is a savvy, data-driven marketer with high-scale expertise, systematically establishing operational rigor and accelerating marketing programs to maximize efficiency and drive business results while ensuring personalized and relevant experiences for customers and prospects alike.
Connect with Shelley Morrison
Key takeaways
-
Embrace constant testing and innovation to stay ahead of changing consumer habits
-
Work at an agency to develop a mindset of flexibility, risk-taking, and experimentation
-
Winning internal buy-in is crucial - this can be learned from agency experience
-
Create psychological safety for teams to feel comfortable sharing new ideas and failures
-
Conduct regular test-and-learn sessions to foster a culture of continuous improvement
-
Brand and creative efforts are important for downstream demand generation results
-
Sharing learnings openly from tests helps teams progress together
Quotes
"Brand creatives are the initial imprint of the brand on the audience. Someone is going to see your brand ad and it is so crucial that it is exactly how you want your brand to be seen." -Shelley Morrison
Recommended Resource
Podcast
Shelley recommended the "Unobscured" podcast, which takes a deep dive into various historical events and periods to uncover the true context and lessons we can learn.
Connect with Shelley Morrison | Follow us on LinkedIn | Website
Episode Summary
This episode of Sunny Side Up discusses scaling marketing at a fast growing tech company with Sally Winter, Marketing Director at Benefex. Sally shares insights on implementing AI strategies to stay competitive and challenges in the B2B landscape. She details how her company effectively measured ABM campaigns through a repeatable model leveraging existing content and targeting personas. Sally emphasizes the importance of great content and brand building for future buyers. She also discusses scaling teams and measuring influence over vanity metrics. Valuable lessons are provided on using events for emotional connectivity and recommending books on transforming the B2B journey.
About the guest
An award-winning content producer and SaaS marketer, Sally specializes in the workplace technology sector, where she’s led marketing functions in start-ups, scale-ups, and multinational enterprises. She’s currently the Marketing Director for Benefex, the tech company that uses employee benefits, recognition, and wellbeing platforms to power exceptional employee experiences for global companies.
Connect with Sally Winter
Key takeaways
- AI's strategic significance in modern marketing and challenges in B2B implementation
-
Importance of understanding AI innovation in martech and buying solutions well
-
Using existing content and a repeatable model to run effective ABM campaigns on a limited budget
-
Building brand awareness before lead generation as only 5% of buyers are in market at a time
-
Measuring influence over just vanity metrics from events and activities
-
Scaling teams while cutting across functions like marketing, demand gen, and customer success
Quotes
"AI is going to fundamentally change marketing. And it's going to fundamentally change the types of jobs that people do in marketing forever." -Sally Winter
Recommended Resource
Books
Sally suggests "Transforming the B2B Buyer Journey" by Tony Wade. She found it a useful reframing of familiar buyer journey concepts.
Connect with Sally Winter | Follow us on LinkedIn | Website
Episode SummaryThis episode of Sunny Side Up Media discusses fostering professional communities and networking in tech. The speakers share their career journeys in roles like operations, enablement, and sales. They emphasize building relationships through open communication and understanding. Advice includes finding mentors, embracing new opportunities, and focusing on quality connections over quantity. Tips address networking for introverts, dealing with rejection, and giving/receiving balance. The episode stresses authenticity, trust, and collaboration in cultivating meaningful work relationships.
About the guests
Angela Mueters
Angela is a Strategic Account Director at Demandbase, with a decade of experience at the company. She has held several roles on the Sales team at Demandbase and works with some of the most well-known brands in B2B. She has earned multiple President’s Club honors and has become a go-to person for insights and feedback within the organization. Angela constantly seeks ways to grow professionally and stay inspired through networking, mentoring, and different learning paths. Outside of work, Angela finds joy in traveling and spending time with her kids.
Fationa Whittinghill
Fationa “Yona” Whittinghill is an Advertising Operations Specialist at Demandbase where she has worked for almost 2 years now. From the B2C world of the Automotive industry, she made the switch to B2B with Demandbase. She brings her collaborative spirit in partnering with the campaign management team in the execution, management, and optimization of complex ad campaigns. Yona graduated from the University of South Florida with a Major in Marketing and International Business. In her free time, she enjoys the outdoors, the beach, live music, and quality time with her daughter and friends in Florida.
Meghann Del Guercio
Meghann is the Senior Revenue Enablement Manager, CX at Demandbase, with nearly 6 years of tenure. Her passion lies in enabling and mentoring others, where she finds fulfillment in empowering peers to reach their full potential. Aside from work, Meghann is a mom of two boys, whose energy and love inspire her every day.
Key takeaways
- Build relationships through open communication and understanding others
-
Find mentors to help guide your career growth and development
-
Embrace opportunities outside your comfort zone for new experiences and connections
-
Focus on quality over quantity when networking and building professional connections
-
Ask questions and seek feedback to learn and strengthen relationships
-
Balance giving and receiving in professional relationships for mutual benefit
-
Be authentic and let your voice be heard with confidence in male-dominated fields
-
Cultivate communities both within and outside your organization for inspiration and support
Quotes
"I think cultivating trust and showing a genuine interest in other's success. And having a shared knowledge. I think it helps build the relationship."-Van on building new skills and learning for growth. -Fationa Whittinghill
"I love when people internally will approach me and say Oh, I know you've been here for a while. I'd love to get time on your calendar. I'd love to kind of Like, learn from you." -Angela Mueters
"Moving into the enablement space, I never found a community that was so influential and impactful. In any other field that I've been in, like, these people want you to succeed, regardless as to where they work." -Meghann Del Guercio
Follow us on LinkedIn | Website
Episode SummaryThis podcast episode of Sunny Side Up discusses the impact of Google's removal of third-party cookies on digital advertising and marketing strategies. Tom Keefe, a marketing ops expert, provides an overview of third-party cookies and Google's plans for a "privacy sandbox." The discussion focuses on how this change will affect account identification, personalization, and B2B marketers. Keefe suggests ways marketing organizations may adapt, including evaluating vendors and implementing first-party cookies. Both speakers emphasize the need to track changes to benchmarks and strategies as the digital landscape evolves in a cookieless world.
About the guestTom Keefe is the Senior Director, Marketing Operations at Demandbase. As a RevOps leader Tom strives to expand his knowledge outside of the standard Ops role. Whether it's helping drive business within the revenue org, running trainings/best practice sessions, consulting with prospects and customers around their internal practices or aiding product/engineering; he always put an emphasis being a main contributor across multiple departments within an organization.
Connect with Tom Keefe
Key takeaways
-
Google is removing third-party cookies and introducing a "privacy sandbox" to securely store browsing data for targeted ads while protecting privacy
-
This will impact account identification and website personalization technologies that rely on third-party cookies
-
B2B marketers may not need to change much directly but should assess vendor preparedness for cookieless targeting
-
Marketing organizations should evaluate technology stacks, diversify ad networks, and prepare vendors for questions about cookieless strategies
-
Benchmarks, like reach, conversions, and data identification, may change and need to be tracked over time as cookies are phased out
Quotes
"I personally want to be advertised to the nth degree, I want you to know that I only ever buy Subaru, I don't want to see a Ford F-150 truck. But at the same time, I want my data to be safe." - Tom Keefe
Connect with Tom Keefe | Follow us on LinkedIn | Website
Episode Summary
This episode of the Sunny Side Up podcast features Carol Holly discussing building a brand through customer relationships. As CMO of Exclaimer, Carol shares her background and interest in marketing. She emphasizes prioritizing customer experiences and aligning business processes to meet customer needs. Carol also highlights the challenges of collaboration across departments and measuring the impact of brand-building efforts. Overall, she provides valuable insights on balancing brand awareness and demand generation investments for business growth.
About the guest
Carol is the CMO at Exclaimer, an email signature software platform. She is a senior leader backed by over 15 years in the digital and technology space for established businesses and start-ups. Coming from a background in product marketing, brand development, and demand generation. Carol is hugely passionate about building strategy, storytelling, bringing products to life for consumers, and driving growth. From building the first intelligent customer journeys at a global hotel brand to scaling the business marketing function from zero to hero for a Skyscanner, managing global demand for a leading pre-IPO software giant, Carol has a proven track record in engaging with the business, developing key stakeholder relationships, managing budgets and leading teams to realize their potential.
Connect with Carol Howley
Key takeaways
-
Prioritize customer experiences and align business processes to meet customer needs
-
Cross-departmental alignment is key to achieving customer-centric growth
-
Balance investments in brand awareness and demand generation for business growth
-
Measure brand awareness impact through metrics like NPS, engagement, sentiment
-
Personalization, AI, ABM, and video are areas of focus for future marketing strategy
-
Building trust through the brand is important for long-term visibility and sales opportunities
Quotes
“How do we focus on what's in the market, tailor our message to those particular verticals, or those types of or groups of people, and start to be really intelligent about where we spend our money? Because if we did spend on every possible industry vertical and company size would be very, very poor very quickly. -Carol Howley
Connect with Carol Howley | Follow us on LinkedIn | Website
Episode Summary
This episode of Sunny Side Up features a discussion about women's careers in tech with Debbie Saskin and Van Hsieh from Demandbase. The speakers share their non-traditional paths into tech from fields like education and biochemistry. They discuss challenges like adapting to new skills and industries, as well as strategies for career advancement through self-advocacy, mentorship, and asking questions. The importance of flexibility, adaptability, and supportive work environments for women in tech are also highlighted.
About the guests
Van Hsieh
Van is a dynamic Sr. Software Engineer at Demandbase. With a career that’s taken her from sales to solutions engineering and finally to software development, Van's love for crafting and delivering tangible projects shines through in her work. Her path, marked by continuous learning and adaptability, showcases a deep-seated passion for exploring new horizons and mastering diverse skills.
Outside of the digital realm, Van finds solace and creativity in pottery, an art form that mirrors their professional approach—meticulous, thoughtful, and uniquely personal. Residing in San Francisco, they draw inspiration from the city's vibrant energy, blending the artistry of their hobbies with the innovation of their tech career to create a fulfilling, balanced life.
Connect with Van
Debbie Saskin
Meet Debbie, a seasoned professional in digital marketing and campaign strategy, currently serving as a Manager, Campaign Strategy at Demandbase. Her journey began in a small tech company, evolving through roles in sales assistance and publisher-side Ad Operations before thriving as a Senior Optimization Manager at PebblePost. With a background in education, Debbie seamlessly integrates learning principles into her work, fostering innovative strategies. Her diverse experience equips her for client-facing roles, consistently delivering exceptional results. Beyond work, Debbie enjoys cooking, live music, and travel, finding inspiration in diverse cuisines and cultures.
Connect with Debbie
Key takeaways
-
Career paths in tech can start from non-technical backgrounds through opportunities and absorbing new skills
-
Self-advocacy, asking questions and finding mentors are important for career growth
-
Negotiating salary and promotions requires understanding your own worth and industry standards
-
Flexibility and adaptability are valued traits for navigating an ever-changing industry
-
Supportive work environments and connections help retain women in tech careers
Quotes
“You start rising up, learning a lot, facing a lot of challenges when you're first picking up the skill, everything is new, everything is challenging. So for me, the learning part is pretty much always the biggest challenge. But once you're able to adapt it for yourself, it's going to be with you forever.” -Van on building new skills and learning for growth.
"I think it's really important to have someone that you can look up to and that's advocating for you, as well as doing it for yourself." -Debbie on having a mentor.
Episode SummaryIn this episode, Uzair Dada of Iron Horse shares how professional services firms can leverage account-based growth strategies to expand beyond their traditional one-to-one sales approach. Uzair outlines opportunities in scaling thought leadership and personalizing content for target personas. The discussion also emphasizes using AI technologies to improve targeting and segmentation while bridging the gap between marketing and sales. Aligning teams through change management and focusing on customer success and adoption are highlighted as key factors for long-term success.
About the guest
Uzair Dada is the Founder and CEO of Iron Horse. Over the last 24 years, Uzair has built Iron Horse from a startup to an award-winning growth marketing agency helping global B2B companies build scalable revenue-focused integrated marketing programs.
His areas of expertise include building B2B Marketing programs that focus on ABM, sales enablement, connected Martech, and intent data.
Connect with Uzair Dada
Key takeaways
-
Professional services firms can apply account-based strategies to uncover new opportunities beyond their current relationships
-
Intent data and account insights platforms can help surface these broader account opportunities
-
Focusing content strategy on targeted personas and their intent needs through clear strategy and segmentation is important
-
AI-based personalization allows testing variations at scale to optimize personalization
-
Bringing marketing and sales alignment through change management processes is critical
-
Ensuring customer success and adoption after the sale is as important as acquiring new logos
Quotes
“I feel we over-index because of ABM on the M side. And there's a lot of stuff for account-based growth that exists on the sales side. And I think the next generation of evolution and sort of innovation really needs to happen to bring those two things together.” -Uzair Dada
Recommended Resource
Podcast
- Decoder by Nilay Patel, which discusses the history of AI and interviews with leaders in the field.
- Empire which provides insights into South Asian history, even for those from the region.
Shout-outs
- Avanish Sahai, an expert on partner selling and partner go-to-market.
- Bruce Chesebrough for insights on sales, ABM, and operating as a sales leader and investor.
- Monica Behncke for her thinking and foresight around persona journeys and driving progress across the funnel.
Episode SummaryThis episode of Sunny Side Up discusses revenue alignment at UserGems. Christian Kletzl, CEO of UserGems, and Trinity Nguyen, VP of Marketing, discuss how they align their sales and marketing teams to work towards shared goals and metrics. They highlight challenges like differing objectives but emphasize removing ego and prioritizing company goals. Champion tracking is also discussed as a way to focus sales and marketing efforts on key accounts and individuals. Setting OKRs and transparency in goals are identified as ways to build alignment.
About the guest
Christian KletzlChristian Kletzl is CEO and co-founder of UserGems, a pipeline generation software that helps teams boost pipeline and reduce churn by monitoring job changes of your most valuable buyers and then automating the next steps. He is a software engineer turned seller, so even though most of his days are spent with customers and prospects, he still applies an engineering mindset to sales processes to optimize and achieve more with less.
Connect with Christian Kletzl
Trinity NguyenTrinity is VP of Marketing at UserGems. She has 10+ years of experience in go-to-market strategy, product marketing, demand generation, and account-based marketing. She is passionate about helping technology companies accelerate their growth and building great teams while doing it.
Connect with Trinity Nguyen
Key takeaways
-
Revenue alignment is important for sales and marketing to work together toward the same customers and goals
-
Shared success metrics and KPIs help align sales and marketing teams
-
Transparency in setting goals across the organization builds alignment
-
Removing ego and prioritizing company goals over personal objectives is important
-
Champion tracking can help align account-based marketing and sales outreach
-
Setting OKRs and reviewing them regularly can help teams stay aligned
Recommended Resource
Books
- "SPIN Selling" by Neil Rackham.
-
"Crossing the Chasm" by Geoffrey Moore.
-
"Busting Silos" by Hillary Carpio.
- "Amp It Up" by Frank Slootman.
Shout-outs
-Hilary Headlee, Advisory Leader, Insight Partners.
Connect with Christian Kletzl & Trinity Nguyen | Follow us on LinkedIn | Website
Episode SummaryThis episode of Sunny Side Up discusses finding balance in work and life for women in tech. The speakers share their career journeys and experiences maintaining boundaries while prioritizing demanding work. They discuss challenges like burnout and pressures to overwork without children or partnerships. The speakers appreciate Demandbase's supportive culture that values employees' well-being and personal lives. Flexibility, leading by example, and connecting with other women in the industry are suggested as helpful for work-life balance.
About the guests
Jennie McCormick
Jennie is a Senior Customer Success Manager at Demandbase serving the east coast region. She has been passionate about the customer experience and setting her customers up for success for over 15 years in various client-facing roles. From the worlds of customer service to B2C, to agency, to B2B, she has focused on being as well-rounded as she is being an expert in her fields. She took an unconventional route in life starting her career at 19 years old, beginning university at age 25, living abroad, then moving across the country by herself to NYC in her 30’s. Jennie is proud to mentor women navigating their careers and loves squashing biases around child-free and neurodiverse women in the workplace.
Connect with Jennie
Moira Van den Akker
Moira van den Akker is a seasoned revenue marketer with a passion for MarTech. Working for organizations big and small, she has over a decade of experience driving growth and building high-performance marketing teams. In her current role as Director of Enterprise and Customer Marketing at Demandbase, she enjoys partnering with Sales to build and accelerate pipeline across the entire customer lifecycle. Moira lives in sunny Denver with her partner, two toddlers, and two pugs.
Connect with Moira
Lea Brown
Lea is an Employee Communications and DE&I Specialist at Demandbase. Before transitioning into the tech industry, she spent over five years in health care, higher education, and non-profit spaces. Although Lea’s professional background is in communications, her passion is building equitable workplaces where employees of all identities are respected, valued, and empowered. She is proud to have the opportunity to cultivate such an environment at Demandbase. In her spare time, Lea enjoys travelling, reading, and sewing. She also serves on the board of directors for HEARTH, a Pittsburgh-based non-profit offering transitional housing for women.
Connect with Lea
Key takeaways
-
Finding balance is an ongoing challenge, especially for ambitious career-driven women without children.
-
Setting boundaries like calendar blocks and ending workdays is important to prevent burnout.
-
Companies should support work-life balance through flexibility, mental health resources, and leadership that prioritizes personal well-being.
-
Leading by example and respecting others' time and boundaries helps set expectations for a balanced culture.
-
Connecting with other women in similar roles provides valuable perspectives on navigating work and life.
Episode SummaryThis episode of the Sunny Side Up podcast discusses strategies for unlocking B2B marketing growth through Account Based Experiences (ABX) with Jodi Lebow of Hexagon. Jodi shares her experience in B2B technology marketing and insights into how ABM strategies have evolved with the help of data and technology. She emphasizes the importance of remaining customer-centric and leveraging customer insights. Jodi also discusses challenges in aligning sales and marketing teams for ABX and strategies for success, including tailoring content, measuring the right metrics, testing and learning, and continuous optimization. She stresses the value of data-driven decision-making and ensuring roles for everyone on the ABM team through collaboration and communication.
About the guest
Jodi Lebow leads the Global Demand Center at Hexagon’s Asset Lifecycle Intelligence division. Her team focuses on brand & design, global campaigns, digital marketing, global events, and account-based marketing. Jodi is recognized as an experienced B2B marketing leader with vast experience in data-driven demand generation and account-based marketing (ABM) with a track record of creating strategic, integrated go-to-market strategies that generate pipeline, accelerate revenue creation, and enhance brand awareness.
Connect with Jodi Lebow
Key takeaways
-
ABM strategies have evolved significantly with the help of data and technology.
-
Remaining customer-centric and leveraging customer insights are essential for effective ABM.
-
Aligning sales and marketing teams through collaboration, communication, and data is critical.
-
Tailoring content and messaging based on customer segments drives better engagement.
-
Focusing on the right metrics and continuous testing/optimization leads to improved results over time.
-
Leveraging technology enables personalization, measurement, and scaling of ABM programs.
Quotes"It's a focus on customer needs over what we have to sell. So it's great that we have several solutions that I think this organization should or want or could need, but it's how do you make that pivot to really trying to understand more about your customers and prospects.”
Connect with Jodi Lebow | Follow us on LinkedIn | Website
Episode Summary
Don McGuire, the CMO of Qualcomm, discusses marketing strategies and AI-powered growth. Some key topics covered included McGuire's career advice on staying true to oneself and being open to opportunities. He also discussed how Qualcomm has evolved its marketing structure and is adopting AI tools like Writer and Firefly to accelerate content development. McGuire emphasized the potential of generative AI to improve work-life balance by freeing up time. He also talked about building the Snapdragon brand through visual and sonic elements. Overall, the episode provided valuable insights from McGuire on marketing, AI adoption, and career leadership.
About the guest
Don McGuire is the CMO of Qualcomm. In this role, Don leads global marketing across all Qualcomm’s businesses, as the company continues to diversify beyond mobile into new growth areas. Don joined Qualcomm in 2016 to lead the Global Product Marketing organization, where he redefined Qualcomm’s strategic approach to product marketing.
A seasoned marketing leader with 25 years of experience, Don has worked across mobile providers, device OEM, content/developer, and semiconductor industries. Before joining Qualcomm, he was a senior leader at Intel, where he led global marketing strategy, campaigns, and messaging for their Client Computing Business.
Connect with Don McGuire
Key takeaways
-
Stay true to yourself and be open to opportunities in career development
-
Tie marketing objectives to business objectives to drive success
-
Build brand awareness and affinity through storytelling and partnerships
-
Use sonic branding to create instant brand recognition
-
Adopt AI tools like Writer and Firefly to accelerate content development
-
Generative AI can improve work-life balance by freeing up time for creativity
-
Experiment with AI tools in a controlled way before deploying enterprise-wide
Quotes
"It's not meant to replace people in jobs, it's meant to replace tasks."
- Don responding to the fears about job loss due to AI.
"Sonic branding can be a very, very important and effective tool in building out an affinity for your brand."
Recommended Resource
-Young China: How the Restless Generation Will Change Their Country and the World
Shout-outs
-Carla Zakhem-Hassan, CMO at JP Morgan Chase & Co.
-Drew Panayiotou, Global CMO at Pfizer
Connect with Don McGuire | Follow us on LinkedIn | Website
Episode Summary
This episode of the Sunny Side Up Specials discusses overcoming impostor syndrome and cultivating inclusion for women in the tech industry. The speakers shared their diverse career journeys and experiences navigating the challenges of being women in tech. They discussed ways to challenge stereotypes through representation and open conversations. Advice was given on overcoming impostor syndrome through self-confidence, seeking help, and gaining experience. The speakers also suggested ways companies can better support women, such as providing resources, encouraging innovation, and promoting women into leadership roles.
About the guests
Jennifer Hughes
Jennifer is the Principal Digital Expert at Demandbase. After a decade-long career in law and starting a family (three kids in four years), Jennifer turned her sights to writing and marketing. After years in B2C marketing, she moved to the B2B world. She started at Demandbase as the head of Digital Marketing in 2021 and is now Prinicipal Digital Expert, a client-facing role. She is delighted to be part of the Demandbase Expert Team, helping customers to succeed in all things account-based advertising. Jennifer is passionate about empowering women in technology through open conversations and efforts that drive more leadership opportunities.
Connect with Jennifer
Ashwini Majrekar
Ashwini is a tech enthusiast with over five years of dedicated experience in the ad-tech industry. Armed with a degree in Computer Engineering and a Master's in Management of Technology from NYU, Ashwini possesses a unique blend of technical prowess and strategic acumen.
Beyond her professional pursuits, Ashwini finds joy in traveling. Ashwini also likes reading books and has a knack for writing as well. With her multifaceted interests and a relentless drive for innovation, Ashwini continues to carve her path in the ever-evolving digital landscape.
Connect with Ashwini
Stella Wei
Stella Wei is a Design Specialist at Demandbase where she has worked for over two years. With a background in design from art school, Stella brings creative problem-solving skills to her role. Since joining as an intern, she has taken on increasing responsibilities while advancing her knowledge of the technology industry. Stella is committed to challenging stereotypes through representation and encourages women to embrace learning experiences outside their comfort zone.
Key takeaways
-
Speaking up about experiences and having open conversations can help break down stereotypes
-
Finding representation and a support network boosts confidence and combats impostor syndrome
-
Companies should provide processes to encourage innovation from all employees
Quotes
"I think representation is such an important factor in fighting stereotypes. And it's not only for yourself but for other women to see that there is an example out there, there is representation out there." - Stella Wei.
"What I would love to see is companies normalizing and rewarding trying new things and taking risks. Women are taught to be so much more risk averse than men." - Jennifer Hughes.
“Companies need to start leading by example and we hear that we need more women in the tech industry, we need more women in STEM and stuff. But it’s when the companies start creating these opportunities for women, I feel, that's where it motivates these women to try out something new.” - Ashwini Manjrekar.
Recommended Resource
Stella Wei recommended the "Woman at Work" podcast from Harvard Business Review which covers topics on career, leadership, and personal growth for women.
Ashwini Manjarekar suggested the books "Atomic Habits" for implementing changes professionally and personally, and "I Am Malala" as an inspiring read about fighting for women's education.
Jennifer Hughes advised exploring TED Talks on topics like women in tech and imposter syndrome, as well as gaining perspective from listening to a diversity of speakers.
Episode Summary
This episode of Sunny Side Up discusses the impending deprecation of third-party cookies and its impact on digital advertising. Gareth Noonan of Demandbase explains how the industry is transitioning from individual-level targeting to cohort-based advertising using signals like topics of interest. He reassures listeners that partners like Demandbase are prepared to guide customers through the changes. Some key takeaways are the importance of building first-party data and understanding context to reach audiences in a cookieless world. The discussion provides useful insights for marketers to consider as they prepare their strategies for the future of digital marketing.
About the guest
Gareth Noonan is the GM of Advertising at Demandbase. He is a proven leader in managing cross-functional international teams and owning profitable P&Ls for business units generating $100M+ revenue. His areas of expertise include- Programmatic Strategy, Operations, Business Development & Product for mobile app and desktop video, OTT, native, and display across all screens.
Connect with Gareth Noonan
Key takeaways
-
Third-party cookies will be gradually phased out of Chrome starting in 2024
-
Advertising will shift from individual targeting to cohort-based using topics of interest
-
B2B advertising may be more resilient due to alternative signals like IP addresses
-
Focus on building first-party data through consented lists and account-based strategies
-Understand the context of where your audiences consume information
- Partner with experts who are actively preparing for a cookieless future
Quotes
“We need to look at alternative identity identifiers and alternative identity providers. And so these can be thought of as companies that are bringing together signals and identifiers that don't depend on cookies."
Connect with Gareth Noonan | Follow us on LinkedIn | Website
Episode Summary
This episode of the Sunny Side Up podcast discusses pricing and packaging strategies for business growth with guest David Vogelpohl. Key topics covered include prioritizing pricing as an iterative strategy, identifying moves for growth while navigating complexity, marketing misconceptions around pricing, optimizing free trials, ensuring sales and marketing alignment, and determining ownership of pricing decisions. David provides insights and recommends several individuals as sources to learn more about go-to-market strategies.
About the guest
David is the CMO at FastSpring, a payment & subscription platform for SaaS, software, & digital product companies offering 100% automated sales tax and VAT compliance worldwide. For 25+ years David has led teams building engines of growth & innovative software for leading brands like WP Engine, AWS, Cloudflare, and more. David is an actionable-insights style speaker focusing on tactics you can use to drive growth.
Connect with David Vogelpohl
Key takeaways
-
Pricing and packaging should be prioritized as an ongoing iterative strategy for business growth, not just for new product launches
-
Use a "growth mustache" framework to identify which parts of the growth equation (new ARR, upgrades, downgrades, churn) pricing moves will affect
-
Marketers may misconceive that customers won't accept price increases or that they solely control packaging decisions
-
Take an iterative approach to pricing testing rather than direct A/B tests to maintain trust
-
Optimize free trials by surfacing critical moments and considering paid trials for validation
-
Ensure transparency, clear communication, and alignment between sales and marketing on pricing strategies
Quotes
“At the end of the day, you're operating a business that delivers value to your customers and part of your duty in that is to operate a successful business. If you don't operate a successful business, you can't fulfill your duty to deliver that value.”
David on how businesses need to make decisions that ensure long-term success.
Shout-outs
-Jason Cohen, Founder, WP Engines
-John Hessinger, VP of Demand at WP Engines
-Michael Bonfils, Managing Director at SEM International
Connect with David Vogelpohl | Follow us on LinkedIn | Website
Episode Summary
Barry Klein of Talroo discusses leading through change and building alignment in hybrid work. He shares insights on balancing trust and accountability for remote teams through communication and addressing performance issues supportively. Klein stresses maintaining cultural alignment through in-person meetings for companies adjusting to remote work. He advocates treating people with empathy, dignity, and brevity when delivering difficult news like layoffs. Klein also fosters shared success across departments by prioritizing lifetime customer value.
About the guest
Barry Klein is Vice President of Success and Enablement at Austin-based Talroo. Barry provides leadership to Talroo’s Customer Success Analysts team who have revenue and customer service responsibilities for multiple verticals. Passionate about establishing “customers” as “partners”, he focuses on long-term relationships, lifetime value, and establishing raving fans.
With more than 30 years of experience in customer-facing and executive roles, including Vice President of Sales Engineering for Vignette Corp, Barry also spent several years running his own small business and consultancy. As a result, he is equally comfortable with enterprise-class relationships as he is with start-ups and small businesses.
Connect with Barry Klein
Key takeaways
-
Balance trust and accountability for remote teams through clear communication and addressing performance issues supportively
-
Maintain cultural alignment for companies adjusting to remote work by periodically bringing teams together in person
-
Treat people with empathy, dignity, and brevity when delivering difficult news like layoffs
-
Foster shared success across departments by prioritizing lifetime customer value over short-term gains
-
Lead through change by building alignment in hybrid work environments through open communication and supportive leadership
Quotes
"I don't want to lose the best of what we have, which is we do get along and we do like each other. And we do learn from each other."
This quote highlights Klein's focus on maintaining the positive aspects of company culture even in remote work.
Recommended Resource
Books:
-
The Infinite Game
-
Books by Jon Meacham
Shout-outs
- Emilia D'Anzica, Growth Molecules
Connect with Barry Klein | Follow us on LinkedIn | Website
Episode Summary
Kerrie Jordan shares her perspective on how ERP systems are evolving from transactional systems to platforms that leverage data, analytics, and AI to drive better decision-making and insights. She discusses common challenges customers face with ERP implementation and offers best practices around change management, customization, and choosing a trusted partner. Jordan also provides examples of successful innovating companies, like the Formula One racing team Scuderia AlphaTauri. The conversation covers strategies for fostering innovation through customer involvement and looks at how ERP can position businesses for future success through integration, data platforms, and visibility. Valuable resources on automation and building are recommended for listeners.
About the guest
Kerrie is the Group Vice President of Product Management at Epicor Software. Kerrie leads the strategic direction of Epicor cloud-enabled solutions to ensure that they continue to deliver high-value innovation, security, and performance for all of their customers. She is based in Richmond, Virginia, and has over a decade of experience in ERP, supply chain, e-commerce, cloud computing, product development, and business solutions.
Connect with Kerrie Jordan
Key takeaways
- ERP is evolving from transactional systems to data-driven platforms powering insights with analytics and AI
-
Top challenges for ERP implementation include data management and customization
-
Involve IT and choose a trusted partner for a successful implementation
-
Foster innovation through customer involvement and crowdsourcing ideas
-
ERP can future-proof businesses by integrating systems and providing visibility
-
Scuderia AlphaTauri exemplifies constant innovation needs in fast-paced industries
Quotes
“ERP is the perfect place within an organization to consolidate data, to transform it, and to serve it up to really create some helpful insights in the business."
Recommended Resource
Books:
- Build by Tony Fadell
Podcasts:
- The New Automation Mindset Podcast
Shout-outs
- Markus Zirn
Connect with Kerrie Jordan | Follow us on LinkedIn | Website
Episode Summary
This episode features Taylor Sterling, CMO at MedBridge, discussing marketing in healthcare. Taylor shares insights on changes in the industry, like consumerization of care and the telehealth boom. MedBridge is adapting by improving the customer experience and launching new products while educating clinicians. Taylor discusses challenges like rebranding and expansion, emphasizing the importance of understanding customer needs and aligning marketing and sales. Predictions include continued consumerization and a shift towards therapy-first and home-based care models. Learn how MedBridge improves the buying journey, educates clinicians, and expands into new markets while navigating industry changes.
About the guest
Taylor has over 20 years of experience and a proven track record of success in driving growth, brand awareness, and developing breakthrough customer experiences. Before she joined MedBridge, she was the director of customer marketing for Google Workspace and SVP of marketing at Aurea, where she built teams and set and exceeded end-to-end go-to-market efforts. She is known for bringing incomparable energy, vision, and structure to marketing teams and delivering results. She is very passionate about building teams and brands through crisp, differentiated narratives and designing data-driven demand engines at scale.
Connect with Taylor Sterling
Key takeaways
-
Healthcare is becoming more consumer-driven, with patients expecting convenient digital care options
-
MedBridge is adapting to changes by improving the buying journey, launching new products, and educating clinicians on digital tools
-
Rebranding an established healthcare company requires thought leadership, product innovation, and change management
-
Understanding customer needs and aligning marketing and sales teams on shared metrics is critical for growth
-
Future trends include increased consumerism, therapy-first models, and more care delivered in patients' homes
Quotes
“One of the massive trends that we've really seen, which I think sort of started in IT and has really moved everywhere, is really around consumerization. Our expectations as patients are very much similar to our expectations of how we consume any service, and we want that bar to be higher and better.”
Recommended Resource
Book:
- Good to Great
Connect with Taylor Sterling | Follow us on LinkedIn | Website
Episode Summary
This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requires rethinking demand generation to focus on high-value accounts. He also covers common reasons ABM strategies fail and recommends multi-channel programs aligned with customer needs and buying cycles.
About the guest
Matthew Miller is currently the Global ABX Principal at Workday, where he is focusing on scaling their ABM strategy to cover really the top 15% of their addressable market. Before joining Workday, he spent about four years at Demandbase, where he helped customers advance their ABM strategy. He resides in the Silicon Slopes of Utah and is a father of two rescue pups.
Connect with Matthew Miller
Key takeaways
-
Building relationships is crucial for successful sales enablement pilots to incorporate feedback constructively.
-
ABM requires rethinking demand gen to focus on a small number of high-value accounts through a multi-channel, multi-touch approach.
-
Branding and awareness lay the foundation for consideration during customers' active buying cycles.
-
Common reasons ABM fails include misapplication, lack of strategy/ROI understanding, and reliance on a single channel.
-
Successful ABM programs identify customer pain points and leverage multiple data sources to gain trust and alignment.
Quotes
“What are those compelling events that would cause your prospects to say, oh, we need to make a change, we're probably going to have to buy something, who should we be talking to, you can use those and ABM to start to define little clusters of accounts that are going through that.”
Erin highlights the importance of identifying compelling trigger events that get prospects into an active buying cycle as the best starting point for ABM.
Recommended Resource
Books:
-
Strategic Selling
-
The Challenger Sale
People to follow on LinkedIn for insightful content:
-
Matt Heinz
-
Jon Miller
Connect with Matthew Miller | Follow us on LinkedIn | Website
Episode Summary
This Sunny Side Up podcast episode features an interview with Erin Pryor, the Chief Marketing Officer of First Horizon Bank. She discusses how AI is transforming marketing strategies in the banking industry, focusing on personalisation, content creation, and fraud protection. Pryor explains how AI can enhance customer experiences while respecting privacy. She also shares lessons learned from her background in volleyball that relate to teamwork, communication, and accountability. The interview provides insights into the challenges and opportunities AI brings to financial services.
About the guest
Erin Pryor serves as the Chief Marketing Officer for First Horizon Bank and is responsible for corporate-wide marketing, brand management, and client experience. She leads a team that creates and executes marketing and client experience strategies, supporting the bank’s brand and business objectives. With over 20 years of experience in the finance, banking, and media industries, Erin has demonstrated success in businesses of all sizes, from start-ups to Fortune 100 enterprises.
Prior to joining First Horizon, Erin led the brand and go-to-market strategy development for USAA Bank.
Connect with Erin Pryor
Key takeaways
- First Horizon Bank uses AI to increase personalisation and deliver more relevant messaging to customers.
-
AI is being implemented cautiously in the financial services domain and is primarily used to enhance existing marketing and customer experiences rather than replace human interactions.
-
AI helps analyse customer data and behaviours to provide predictive insights and recommend the next best actions.
-
Privacy and security are top priorities when using customer data and AI due to the sensitive nature of financial information.
-
AI can enhance fraud protection by detecting abnormal spending patterns or potential fraudulent activities.
-
The relationship between customers and their bankers remains central, with AI aimed at providing bankers insights to serve customers' individual needs and goals better.
-
Erin sees potential for AI to increase personalisation at scale while maintaining trust through responsible data practices and respecting customers' preferences around invasive marketing.
Quotes
"And so we're looking at it more to enhance what we do, like marketing. Marketing can be used in any industry, but banking specifically is highly regulated. The privacy of our clients is critical, the trust is super important."
Erin highlights how regulation impacts AI adoption in banking due to the importance of privacy and trust.
Recommended Resource
The Morning Brew newsletter for quick business news hits each day.
Fortune CEO Daily newsletter for insights on leading companies.
Bucket List-ening podcast to learn about the career path and stories of First Horizon Bank's clients.
Connect with Erin Pryor | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Michael Malone interviews Joy Milkowski on the evolving landscape of MarTech. Joy emphasises the importance of using MarTech tools effectively and introduces the GIVE Method for content creation. She underscores the necessity of understanding and segmenting target audiences. Joy shares valuable insights on starting with user-centric goals and ensuring content is personalised and relevant. We discuss the need for collaboration between sales and marketing, focusing on practical, outcome-driven marketing strategies and the significance of segmenting accounts and salespeople in ABM efforts.
About the Guest
Joy is an experienced marketer and sales professional, currently a partner at Access Marketing Company. Her career spans roles on both the client and agency sides, covering strategic messaging, product consulting, and hands-on marketing. What sets Joy apart is her solid background in sales, which she actively engages into this day. This blend of marketing and sales experience gives her a unique perspective, especially in sales enablement, understanding not just how to make marketing efficient but also how to make it effectively drive sales. Her hands-on experience with quotas allows her to relate to and address real-world sales challenges.
Connect with Joy Milkowski
Key Takeaways
-
Shift from collecting many MarTech tools to focusing on used and valuable ones.
-
Always start with your end goals and work backwards to determine the necessary tools.
-
Shift focus from alignment to active collaboration and coordination between sales and marketing.
-
Understanding and segmenting your target audience is not just beneficial but essential. Recognise that different segments have unique needs and preferences.
-
Adopt the GIVE Method for Content Creation: Goals, Insights, Vision, and Evidence.
-
Every piece of marketing and sales activity should start with the user's perspective in mind.
-
Encourage regular and meaningful collaboration between sales and marketing.
-
While marketing teams should focus on creating broad, macro-level content that addresses general needs and trends, sales teams should personalise this content at a micro-level.
-
The impact of content is not determined by its length but by its relevance and personalisation.
-
Both sales and marketing should engage in regular discussions to validate and refine content strategies.
-
ABM success varies among salespeople; segment them based on their commitment and ability to engage in the program.
-
Tier accounts for targeted outreach. Classify accounts into different tiers based on potential ROI and customise your outreach efforts for each tier.
-
Encourage ongoing feedback from sales teams and adapt strategies based on this input to refine the ABM process.
Quote
"If you are not starting every marketing and sales activity with your user first in mind, not what you want to say, but what your user needs to hear, it is likely not going to make a dent, hit the mark, or cause any sort of engagement." – Joy Milkowski
Recommended Resource
Extreme Ownership by Jocko Willink
Jocko Podcast by Jocko Willink
Limitless by Jim Kwik
Radical Candor by Kim Scott
Connect with Joy Milkowski | Follow us on LinkedIn | Website
Episode Summary
In today’s episode, Erik Charles emphasises the importance of understanding the difference between incentives and rewards in the workplace. His extensive experience across various companies, including his current role at Xactly Corp, has given him profound insights into effective revenue and incentive management. Erik's career journey demonstrates the value of adaptability, a keen understanding of market dynamics, and the significance of integrating sales, marketing, and engineering to drive business success. His insights are a valuable guide for professionals seeking to enhance their approach to revenue generation and employee motivation.
About the Guest
With over 30 years of experience in marketing, consulting, and solution evangelization, Erik has cultivated a deep passion for bridging the realms of sales, marketing, and engineering to propel the advancement of revenue and incentive management. As the Chief Evangelist at Xactly Corp, his role involves collaborating with partners, analysts, and academics to deliver seamlessly integrated solutions across the spectrum of revenue intelligence, sales performance management, and employee motivation.
In addition to Erik’s substantial consulting and research background, he has honed his focus on crucial metrics for sales and marketing roles, customer acquisition and retention, and the design and communication of incentive plans. Holding certifications as a Quote-to-Cash professional, Erik is recognized as a subject-matter expert in the interconnected realms of revenue intelligence, performance, and optimization.
Connect with Erik Charles
Key Takeaways
-
Understand that incentives drive behaviour changes, while rewards acknowledge contributions.
-
Embrace new opportunities and challenges.
-
Integrating sales, marketing, and engineering is critical to advancing revenue and incentive management.
-
Balance hands-on experience with academic research and insights.
-
Deep knowledge of market trends, customer needs, and competitive landscapes is vital for developing effective marketing and sales strategies.
-
Stay abreast of and utilise emerging technologies, like AI, to enhance business operations and decision-making.
-
Develop the ability to convey complex ideas clearly and persuasively, both in writing and verbally, as these skills are crucial in marketing and leadership roles.
Quote
"Nobody changes their behaviour at the office because they're on a profit-sharing plan." - Erik Charles
Connect with Erik Charles | Follow us on LinkedIn | Website
Episode Summary
On today's episode, Ashley and Kyle demonstrate a deep understanding of the intersection between client needs, healthcare billing complexities, and digital solutions. She focuses on deriving product ideas from client pain points and the importance of aligning marketing strategies with these insights. She also shares how her experience at SoftTech, especially in developing and implementing comprehensive marketing strategies, is relevant as she discusses the challenges in healthcare billing and the role of technology.
About the Guests
Kyle Crow is the Regional Vice President of Sales at Softek. In his current role, Kyle works with clients to understand their challenges with Oracle Cerner Millennium and provide solutions to optimize their system and ultimately, help their bottom line.
Prior to Softek, Kyle spent seven years at Oracle Cerner as an Integration Architect, managing dozens of Oracle Cerner implementations.
Kyle knows first-hand the issues clients are facing and harnesses those experiences to drive client success in their system performance and revenue cycle initiatives.
Ashley Mitts is the Director of Marketing at Softek. In her current role, she is in charge of developing and implementing the company's overarching marketing strategy to improve brand awareness and support product offerings. She also leads Softek's integrated digital and social presence, including social strategy, content creation, and digital promotions to drive lead generation and sales.
Prior to Softek, Ashley spent seven years at Blue Cross and Blue Shield of Kansas City as Marketing Manager, developing and executing marketing and communications campaigns and strategies.
Connect with Kyle Crow & Ashley Mitts
Key Takeaways
-
Success in technology solutions, especially in healthcare, hinges on understanding and addressing client pain points.
-
Data plays a pivotal role in streamlining processes between healthcare providers and payers, emphasising the need for efficient data management systems.
-
Building strong partnerships and gaining referrals from satisfied clients can be more impactful than traditional marketing strategies in healthcare technology.
-
Embracing ongoing learning through industry-specific resources or broad skill-enhancing literature is essential for growth and success.
Quote
"Our vision is really to deliver innovative solutions to help solve complex problems within the electronic medical record space." - Kyle Crow
"All of our ideas for products come from our clients and the pain points that they're having with their systems." - Ashley Mitts
Recommended Resource
How to Win Friends and Influence People
KLAS Research
Becker's Hospital Review
HubSpot
Connect with Kyle Crow & Ashley Mitts | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Tara Quehl interviews Harsha Chachadi on all things ABM. Harsha emphasises the role of strategy over technology in ABM, introduces the 5 “W” Framework, and shares insights from his journey with FM Global. He discusses the importance of understanding your audience, tailoring content, choosing the proper communication channels, and timing. Addressing the challenges of recent market volatility, Harsha champions a customer-centric approach in our current information-saturated era, suggesting that businesses must pivot from product promotion to genuinely addressing customer needs.
About the Guest
Harsha leads Global Marketing Campaigns and ABM at FM Global, to support retention, renewal, growth, and profitability goals. With close to 20 years of experience across ABM, large deals, digital, social, industry and product marketing, demand generation, business analysis, presales, and account management he rolls with ‘Customer is the center of our universe’, ‘focus on audience journeys and integrated experiences’ and ‘here is your cherry on the top’.
Harsha along with his telecom engineer wife and two fast-growing kids, is based in Northern Virginia. He holds a master’s degree in management, and a bachelor’s degree in engineering.
Connect with Harsha Chachadi
Key Takeaways
-
Experience in various marketing aspects can provide a holistic view and better preparedness for specialised fields like ABM.
-
While technology plays a role in ABM, it should include the strategy and execution components.
-
Before scaling any strategy, demonstrate its efficacy with a few significant changes to ensure it's effective.
-
Applying ABM principles should evolve based on experience and market trends.
-
Choosing the right company environment is pivotal for successful ABM implementation.
-
The 5 “W” Framework focuses on the questions: Why, Who, What, Where, and When.
-
Always prioritise the customer's perspective, ensuring your strategies are relevant and timely to their needs.
-
Continuously question the purpose behind your actions, ensuring alignment with company and customer goals.
-
Clearly define and understand your target audience, stakeholders, and decision-makers.
-
Establish a strong value proposition and ensure your message aligns with it.
-
Identify the best platforms and touchpoints to communicate your message and reach your audience effectively.
-
Engage and educate the sales team to ensure a consistent approach towards customer-centricity.
-
Traditional marketing methods might need to be unlearned when adopting ABM, which focuses on customer-first approaches.
Quote
“When you start with the customer's challenges; their wants, their needs and what they are trying to solve for, it becomes so much more meaningful to them." – Harsha Chachadi
Connect with Harsha Chachadi | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Alex Pavia interviews Ellina Shinnick to discuss key strategies to navigate the challenges of modern marketing and leadership. Ellina shares her extensive experience in managing complex roles, emphasising the need for focus, curiosity, and discipline in today's marketing environment. She delves into her approach to omnichannel strategies, team building, customer understanding, and leveraging generative AI while maintaining a crucial human touch in content development. Ellina's insights extend across various aspects of marketing, from digital transformation in traditional industries to the nuances of content creation in complex sales environments. Her perspective offers invaluable advice for both seasoned and emerging marketers in the SaaS and B2C sectors.
About the Guest
Ellina Shinnick is the Chief Marketing Officer for HUB International. She is based in Chicago and oversees a global marketing organisation. Ellina leads the strategy for both the HUB and VIU by HUB brands that span B2C and B2B customer segments. During her tenure with HUB, Ellina built the Marketing Center of Excellence, growing the organisation from 12 employees to more than 100 contributors. In response to the COVID-19 pandemic, Ellina led the charge to position HUB as a partner for its clients and prospects, developing a marketing strategy that provided pertinent content and virtual events to help them navigate the pandemic. She has also been instrumental in helping to advance HUB along its digital journey, investing in the latest marketing technology and skillsets that enable HUB to connect with and serve its ever-changing client base. Additionally, Ellina oversaw the design and launch of multiple HUB brand refreshes and the launch of HUB’s newest brand - VIU by HUB.
Connect with Ellina Shinnick
Key Takeaways
-
Success in higher roles often hinges on the ability to strategise effectively and build strong, capable teams.
-
Understand and implement an omnichannel approach to meet evolving customer expectations in a digital world.
-
Develop tactics to engage new and existing customers through digital and hybrid channels.
-
Embrace an omni-channel approach to meet customer expectations for seamless interactions across different platforms.
-
Go beyond the surface to fully understand the customer's business and the macro dynamics impacting them.
-
Focus on storytelling that is driven by performance metrics and market insights.
-
Blend creativity with a solid understanding of business metrics and KPIs.
-
Approach marketing strategies with empathy and curiosity about the customer as an individual.
-
Utilise generative AI for content creation, but always keep human expertise in the loop, especially in regulated industries.
-
Identify areas where AI can be appropriately used without compromising the depth of advice and industry-specific requirements.
-
Focus equally on understanding both end consumers and internal stakeholders.
-
Actively work on building culture and high performance, especially in remote settings.
-
Apply the same discipline, focus, and strategic thinking to all aspects of your role, from talent strategy to technology implementation.
Quote
“Pause, listen, and be curious about your buyer as a whole individual.” – Ellina Shinnick
Recommended Resource
- Dare to Lead by Brené Brown
- Radical Candor by Kim Scott
-
Think Again by Adam Grant
-
Marketing Brew
- Morning Brew
- Finance Brew
Connect with Ellina Shinnick | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Katharine Noonan interviews Erik Kostelnik on thriving in the MarTech space. Erik underscores the critical need to build customer-centric brands, carefully balance marketing investments, and prioritise hiring skilled marketers for storytelling and brand development. He highlights the importance of creating a human-first brand strategy that values customer engagement and relationships. He advises marketers to cut through the noise of the marketplace. He underscores the value of hiring skilled marketers who craft compelling stories and develop brands that listen and respond to customer needs.
About the Guest
Erik Kostelnik is a serial entrepreneur, professor, and investor with over 15 years of experience building and scaling technology companies in the B2B space. He is the founder and CEO of Postal, an offline marketing automation platform and marketplace that helps personalise, automate, and scale direct mail, internal and external events, branded company swag, and personalised gifts.
Connect with Erik Kostelnik
Key Takeaways
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Cultivate a brand that resonates with and delights customers, encourages sharing, and integrates seamlessly with users' systems to foster organic growth and customer loyalty.
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Allocate marketing spending strategically between digital and physical outreach for balanced engagement.
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Focus on increasing conversion rates by innovating within typically underutilised channels.
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Prioritise hiring talented marketers to build a strong brand and tell compelling stories.
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Listen to customers and partners to become adept problem solvers and improve your offerings.
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Integrate customer interactions with brand-building efforts to showcase real value and foster loyalty.
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Aim to transform every product experience into a potential user acquisition channel.
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Focus on problem-solving and adding genuine customer value, which builds brand loyalty.
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In challenging economic times, selectively target a customer base with transparent, addressable needs.
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View human capital as the bedrock of your business and prioritise hiring individuals who align with your brand’s mission and values.
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Develop a human-first brand strategy that prioritises customer relationships and personal engagement.
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Prioritise direct feedback from customers to tailor the technology to their journey.
Quotes
“You’ve got to hire great marketers. We believe in brands, great marketers, and in telling good stories. Part of our development of Postal has always been to be the best storytellers out there and listen to our customers.” – Erik Kostelnik
Recommended Resource
Podcast – Taking Flight: GTM Experiments From Today's Top Leaders
Benjamin Franklin: An American Life Paperback by Walter Isaacson
Shout-Outs
Manny Medina – CEO of Outreach
Henry Schuck – CEO & Founder of ZoomInfo
Connect with Erik Kostelnik | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Corrine Kasman interviews Daniella Latham on the evolving landscape of product marketing. Daniella emphasises the importance of voicing customer needs from the outset of product development, advocating for oneself, and crafting compelling, data-backed narratives. Her approach to building strong, genuine relationships across departments, particularly between product marketing and sales, underscores the necessity of understanding and aligning with sales goals for mutual success. She also shares insights into the role of AI in product marketing and how marketers can utilise AI as a tool to augment human capabilities to focus on solving customer problems.
About the Guest
Daniella Latham is a curious product marketer with experience leading marketing and growth strategies at some of the fastest-growing and innovative SaaS companies in the world She is passionate about product marketing craft, product-led growth, crafting rich narratives, and AI for business. Daniella has twice been named a top 100 product marketing influencer by the Product Marketing Alliance. Daniella is currently working at Atlassian on AI features across their product portfolio.
Connect with Daniella Latham
Key Takeaways
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Voice customer needs and opinions from the beginning of the product development process.
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You need to advocate for yourself. Promote your work and achievements, ensuring visibility and recognition within your organisation.
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Develop the ability to craft compelling narratives backed by data to communicate with target audiences effectively.
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Proactively contact sales teams to offer feedback and insights, fostering solid interdepartmental relationships.
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Recognise the sales team's objectives, such as closing deals and customer satisfaction, to align marketing strategies accordingly.
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Build genuine relationships rather than viewing interactions as mere transactions.
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AI should be used to augment, not replace, human capabilities.
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Focus on how AI solves customer problems rather than just listing features.
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Listen to sales calls to identify knowledge gaps and customer concerns.
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Embrace AI for automating tasks and mining insights from various data sources.
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Shift towards more targeted, specific marketing that addresses core customer segments.
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Recognise the growing importance of community in establishing brand trust and authenticity.
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Prioritise genuine, human-centric approaches in an increasingly AI-driven world.
Quote
"Understand what the sales team’s goals are and then frame how you build relationships around that."
Recommended Resource
Wes Kao’s Newsletter
Lenny’s Newsletter
Lenny's Podcast: Product | Growth | Career with Lenny Rachitsky
Product Marketing Alliance
Shout-Outs
Matt Hodges – Head of Product Marketing at Equals
Andrew Capland – Founder of Delivering Value
Mary Sheehan – Head of Lightroom Product Marketing at Adobe
Connect with Daniella Latham | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Chris Moody interviews Jana Eggers on explainability, trends, and tools in AI marketing. Jana emphasizes the need for transparency to identify and correct biases, urging the prioritization of user needs over technological capabilities. She argues that explainability should not be an afterthought but a fundamental aspect of AI. Chris and Jana discuss trends in AI-driven personalization in marketing, pointing out the need for more nuanced feedback mechanisms. The conversation then shifts to best practices for utilizing AI in marketing strategies. Jana advises a balanced approach, combining trust in AI with human expertise and scepticism.
About the Guest
Jana Eggers is CEO of the neuroscience-inspired artificial intelligence platform company Nara Logics. She’s an experienced tech exec focused on inspiring teams to build great products. She’s started and grown companies and has also led large organizations at public companies. She is active in customer-inspired innovation, the artificial intelligence industry, as well as running and triathlons. She’s held technology and executive positions at Intuit, Los Alamos National Laboratory, Basis Technology, Lycos, American Airlines, Spreadshirt, and more.
Connect with Jana Eggers
Key Takeaways
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Understanding the reasoning behind AI's decisions is crucial for practical sales, marketing, and healthcare applications.
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Transparency in AI helps identify and correct biases, ensuring fair and ethical use of technology.
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Prioritise understanding user needs over purely focusing on technological capabilities.
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Explainability in AI should be viewed not as an add-on but as a crucial element for effective and contextualised user interaction.
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Challenge the 'better results' notion to include practical usability and relevance to users' contexts.
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Engaging with LLMs helps develop a broader understanding and literacy of AI among users and organisations.
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Popular items can sometimes skew AI recommendations, leading to less relevant suggestions.
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The goal is to evolve AI systems to a point where users feel that recommendations are genuinely tailored for them.
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Don't over-trust AI; use it as a tool while maintaining critical thinking and scepticism.
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Employing AI when scaling beyond human capabilities, such as handling multiple data segments, is needed.
Quote
"Tuning these AI systems without having that explainability is really kind of like surgery with your eyes closed." – Jana Eggers
Recommended Resource
Elements of AI: https://www.elementsofai.com
Connect with Jana Eggers | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Chris Moody interviews Dora Boussias on the nuances of developing a robust data strategy and balancing immediate data requirements with a long-term vision. She underscores the need to align teams, particularly sales and marketing, around a unified set of goals and metrics and foster an environment encouraging transparency and teamwork. Dora also stresses the critical balance between data-driven storytelling and emotional intelligence, emphasising the need for professionals to build relationships and communicate effectively in the workplace. Throughout the conversation, they discuss the importance of adapting to change, investing in soft skills, and the mutual respect required for successful collaboration.
About the Guest
Dora Boussias is a business data and technology strategic thought leader and practitioner with deep domain expertise in data & analytics, enterprise architecture, and digital transformation; accustomed to walking the line between Business & IT, comfortable with driving change at global organizations. Dora is a passionate frequent speaker on the topics of data, organizational culture, and transformational leadership. She advocates for ‘women in tech’ and was recognized on the ‘Global Data Power Women List 2023’. Dora is a sought-out mentor/coach by early to senior career professionals. She also serves on several advisory boards leveraging her domain expertise and exposure to Financial Services, Insurance, Retail, Education, and Healthcare/MedTech over her 29-year career.
Connect with Dora Boussias
Key Takeaways
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Coupling technical expertise with a firm grasp of business operations is essential.
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Aim to rapidly access and trust your data, ensuring it meets operational needs and scalability.
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Align your team with a shared language and common goals to prioritise data initiatives effectively.
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Immediate solutions should consider potential future applications to avoid costly revisions later on.
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Build what is necessary for the present while strategically advancing toward a well-defined target state methodically.
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Design data systems that adapt to the macro economy, industry, and technology changes.
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Clear, shared goals and understanding standard success metrics are foundational for effective teamwork.
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Transparency and accountability in roles and expectations encourage a united effort towards organisational objectives.
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Asking "What can I do to help you?" rather than "What can you do for me?" shifts the focus to mutual support and expected progress.
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Change is inevitable, and resisting it is futile. Instead, embracing change and seeking collaboration leads to shared success.
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Respecting what each person brings and approaching interactions with curiosity can drive better collaboration.
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Recognise the importance of personal development in soft skills, often overlooked in traditional education, to improve workplace dynamics.
Quote
"When we work together, we are going further together." – Dora Boussias
Recommended Resource
https://dataverse.com
Some good people: Could you share the names of 3 inspirational people in the B2B space that you recommend we bring to the show?
George Firican – Founder of LightsOnData Consulting & Training
Connect with Dora Boussias | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Kelly Hopping interviews Jane Lee on her transition from B2C to B2B marketing. Jane discusses the significance of a strong brand as a sustainable competitive advantage, the necessity of aligning brand position with company vision, and the importance of building brand equity and customer connections. Jane emphasises adapting marketing strategies to support overall business goals, aligning them with sales objectives, and focusing on processes that lead to measurable outcomes. Jane also shares her experience during the COVID-19 pandemic and the need for rapidly adaptable marketing strategies in crises. Lastly, we discuss the shift from B2C to B2B marketing regarding data strategies, emphasising the value of direct customer data.
About the Guest
Jane Gasparian Lee is the Managing Director of B2B Marketing at United Airlines. She leads the United for Business marketing strategy and B2B product development. Prior to joining United Airlines, Jane worked for 10+ years in the Consumer Packaged Goods industry at PepsiCo. Most recently, she led the product innovation team at Quaker Foods, developing a robust innovation pipeline to drive category growth. During her time at PepsiCo, she also launched a healthy snacks portfolio for the Chinese market.
Connect with Jane Lee
Key Takeaways
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A robust and well-defined brand is a key sustainable competitive advantage in any market.
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Clearly define your brand's position and ensure alignment with the company vision.
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Prioritise building brand equity and customer connection, which is crucial for long-term success.
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Shift focus from isolated marketing tasks to strategies that align with and support overall business goals.
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Align marketing strategies with sales objectives for cohesive and effective business operations.
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Prioritise strategies and tactics that lead to specific, measurable business outcomes.
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Steer clear of metrics that do not contribute to actual revenue or business success.
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B2C digital experiences shape customer expectations in B2B environments.
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Develop self-service digital options for B2B customers, allowing for efficient and independent transactions.
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Stay attuned to changing digital preferences and behaviours, especially post-pandemic shifts in online purchasing.
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Quickly adapt marketing strategies in response to sudden industry changes or crises.
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High data quality helps you use verified information for more accurate insights.
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Prioritise hiring skilled data scientists to effectively manipulate and draw insights from the data.
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Be transparent and proactive in identifying and addressing data collection and analysis gaps.
Quote
"The only sustainable competitive advantage is your brand." – Jane Lee
Recommended Resource
Podcast: The Daily Podcast
Book: Getting More by Stuart Diamond
Connect with Jane Lee | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Chris Moody interviews Meredith on B2B marketing. She discusses the need to understand buyers' functional and emotional needs and stresses the importance of authenticity and empathy in marketing. Meredith greatly advocates for realistic communication and tangible evidence to support product claims. Her key strategies include developing detailed customer personas, engaging with sales teams for direct feedback, and continuously testing marketing messages to ensure relevance. Meredith highlights the effectiveness of conversational marketing and the importance of comprehensive strategies that focus on customer retention and acquisition. This conversation offers valuable takeaways for anyone in the B2B space looking to enhance their marketing strategies and build stronger customer relationships.
About the Guest
Meredith has an extensive career in marketing and product management with leadership roles at high-growth and Fortune 500 companies in healthcare and financial services. Most recently, Meredith was Director of Enterprise and Collaborative Marketing at Walgreens, where she led B2B product and brand marketing for the company. A data-driven go-to-market strategist, Meredith is excited about identifying innovative solutions that address current and future customer needs.
Connect with Meredith Hein
Key Takeaways
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Understand and cater to the functional and emotional requirements of your B2B buyers.
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Make sure to communicate realistically about your products and services to build trust with your buyers.
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Demonstrate, don't just claim. Use tangible evidence like data, demonstrations, and customer testimonials to substantiate your claims.
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Foster genuine connections with customers by being authentic and empathetic in your marketing communications.
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Understand the full scope of customer personas. Consider both the role of the customer within their organisation and their stage in the buying process.
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Develop specific personas for important targets to tailor your approach effectively.
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Engage with sales and account management teams for direct customer feedback and insights.
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Focus on understanding what worries your customers, which can inform how to position your services to address their concerns.
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Continuously test your marketing messages with essential target buyers to ensure relevance and engagement.
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Foster genuine, conversational interactions with B2B buyers to create a more human and relatable marketing experience.
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Employ a comprehensive marketing strategy surrounding your customers with positive messages about your product.
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Focus on current and potential clients in your marketing efforts to build stronger relationships.
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Aim not just for customer retention but also for turning customers into advocates for your brand.
Quote
“The B2B buyer is supporting an entire organization, even if it is a small business, and they have emotional needs as well. As a B2B marketer, you need to think about partnering with your account and sales team to help support those emotional needs.” – Meredith Hein
Recommended Resource
Range by David Epstein
Shout-outs
Adam Terenas – CEO & Founder of Health Launchpad
Chris Rahill – Chief Strategy Officer at Yamamoto
Dawn-Marie Kerper – Executive Consultant at Ogilvy
Connect with Meredith Hein | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Corrine Kasman interviews Helana Zhang on her role in shaping Atlassian’s ABM strategy. Helena delves into her career from the semiconductor industry to leading Atlassian's global ABM team. Helena shares her key strategies, such as aligning marketing with sales goals and focusing on top-tier enterprise accounts. She highlights the significance of differentiating between one-to-one and one-to-few strategies, particularly for global accounts with complex structures. Helena emphasises the importance of detailed documentation and goal-setting for effective collaboration across teams and also discusses integrating events into ABM strategies and balancing operational and strategic roles.
About the Guest
Helana is a seasoned enterprise marketer and is currently the Head of Global Account-based Marketing at Atlassian. She has over a decade of experience in ABM, demand generation, and event marketing roles. Prior to Atlassian, Helana led demand gen and campaigns teams at Zuora, Optimizely, and Cisco Meraki, but began her career in the semiconductor space at Texas Instruments in Dallas. Outside of work, Helana enjoys hiking and running around Marin County and chasing around her two-year-old daughter.
Connect with Helena Zhang
Key Takeaways
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Recognise the importance of clearly defining roles within a team, as Helena does with strategists, campaign managers, and others on the ABM team.
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Marketing efforts must be closely aligned with sales goals, as seen in the strategists' role of owning pipeline numbers and aligning with sales.
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Pay attention to specific areas like top-of-funnel and executive journey marketing to reach the right audience.
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Deepen engagement with key accounts by developing in-depth strategies for top-tier enterprise accounts.
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Target CXO and Top-of-Funnel Marketing: Allocate dedicated resources to these areas, emphasising analytics and conversion rates.
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Shift from broad marketing influence metrics to detailed milestone-based assessments.
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Consider the entire journey from deal acceleration to customer loyalty and adoption.
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Coordinate with sales teams to ensure marketing efforts complement sales strategies, particularly in competitive or coexistent environments.
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Manage the trade-offs between one-to-one and one-to-few campaigns, allocating resources effectively.
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Use events as opportunities for high-touch, personalised engagement with key decision-makers.
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Document processes and playbooks diligently to ensure clarity and accountability.
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Clearly define the goals of collaboration in initial conversations with new teams.
Quote
“We really have to start to shift that narrative around ABM to focus more deeply on the milestones that we are delivering in each campaign.” – Helana Zhang
Recommended Resource
Morning Brew
The Hustle Daily Newsletter
Robinhood Snacks
Connect with Helena Zhang | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Gareth Noonan interviews Alex Donics on Spotify’s evolution in mastering engagement and measuring success. Alex highlights the importance of personalisation, noting that Spotify prioritises individual user experiences. This focus on personalisation, coupled with an emphasis on the needs of creators and listeners, has contributed to Spotify's incredible reach across 184 markets with 550 million listeners. Podcasts, especially during COVID-19, have emerged as powerful tools for topical exploration, allowing creators and brands to connect deeply with audiences. Alex dives into how Spotify has refined its strategies to offer brands effective means of engagement and debunks common myths about audio advertising's measurability.
About the Guest
Alex is the Global Director of Demand Marketing at Spotify, where he leads a global B2B marketing team that is responsible for growing demand for Spotify Advertising. In his five years at Spotify, Alex has held leadership roles that span marketing, strategy, and partnership development. Prior to joining Spotify in 2018, Alex held several B2C marketing roles at PepsiCo, covering product innovation, channel marketing, and brand communications, working with several of the company’s most-loved trademarks. Before his time at PepsiCo, Alex spent over six years on the agency side, working in communications planning at Publicis Groupe’s Starcom Worldwide.
Connect with Alex Donics
Key Takeaways
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Personalisation lies at the heart of Spotify's user experience, ensuring no two listener experiences are identical.
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By focusing on the needs and preferences of creators and listeners, Spotify has ensured consistent growth and user engagement. Their emphasis on discovery features enhances their value proposition to both parties.
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Spotify's reach across 184 markets and 550 million listeners is a testament to its adaptability and understanding of global music and audio content trends.
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Collaboration and open-mindedness in leadership can lead to unexpected successes, as in the evolution of the "Discover Weekly" feature.
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Personalisation isn't just a feature—it's a core philosophy that drives growth and user loyalty.
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While scale is essential, ensuring quality reach for brands is paramount for impactful advertising.
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Audio shouldn't be boxed into just upper-funnel campaigns; it has potential across various marketing funnels.
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Successful audio campaign measurement hinges on three pivotal metrics: reach, resonance, and reaction.
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Effective communication is more than just data-driven precision; it's about connecting with audiences on a deeper level.
Quote
"What drives our engagement is that we always put the creator and the listener first.” – Alex Donics
Recommended Resource
Exit Five - B2B Marketing with Dave Gerhardt
The B2B Marketing Podcast
The Bigger Narrative with Andy Raskin
Connect with Alex Donics | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Erik Blaze interviews Carolyn Crandall on the evolving world of marketing and AI integration. She discusses the importance of personalised customer experiences and adopting a full-stack marketer mindset. Marketers should strategise effectively, embrace continuous learning, and recognise AI's diverse impact beyond content creation. Forward-thinking leaders and tools like Imperative drive innovative marketing initiatives through data correlation and sentiment analysis.
About the Guest
Carolyn Crandall is a technology CMO and executive with over 30 years of experience in building emerging technology markets in security, networking and storage industries. She has a demonstrated track record of successfully taking companies from pre-IPO through to multibillion-dollar sales and has held leadership positions at Attivo Networks, Cisco, Juniper Networks, Nimble Storage, Riverbed and Seagate. Carolyn is recognized as a global thought leader on technology trends and for building strategies that connect technology with customers to solcomplexult information technology challenges.
Connect with Carolyn Crandall
Key Takeaways
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The interconnectedness of today's world demands a seamless and personalised customer experience. It's crucial to ensure that your brand resonates with the audience, making them want to engage in business with you.
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A full-stack marketer mindset focuses on the holistic customer experience.
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Amidst rapid changes, it's essential to strategise effectively, start with small steps, and move quickly in executing projects.
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Emphasise ongoing self-improvement and learning. Dedicate your day to learning and development to stay ahead of the curve.
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While AI might not replace all functions, its integration can significantly improve efficiency, enabling marketers to undertake more activities and experiments.
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Recognise AI's role beyond content and creativity, particularly in reporting, analytics, and predictive modelling.
Quotes
“So much has changed that I just encourage people to think strategically and think big but move fast and start small wherever you can to move your projects and initiatives.” – Carolyn Crandall.
Recommended Resource
Marketing AI Institute
CMO Alliance
National Cybersecurity Society
Shout-outs
Leslie Alore – GVP, Growth Marketing at Ivanti
Daniel Raskin – Co-Founder & Chief Marketing Officer at Mperativ
Melissa Turek – Integrated Marketing Strategy Director at Matter Communications
Connect with Carolyn Crandall | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Chris Moody interviews Brian Kotlyar on today’s challenges and opportunities in B2B marketing. Brian emphasizes the pivotal role of data warehouses in refining marketing strategies, noting that traditional methods are waning in effectiveness. He champions smaller, targeted projects for better risk management and stresses the significance of tailoring strategies to individual needs. Even as technology advances, Brian underscores the enduring value of foundational business skills. The discussion guides B2B marketers, urging adaptability, foresight, and a data-driven approach in the modern marketing era.
About the Guest
Brian Kotlyar is VP of Marketing and Growth at Hightouch, a Data Activation company that helps businesses automatically get their most valuable data into the hands of their business teams. Before this, he was SVP of Marketing at New Relic, where he helped to lead a tripling in growth rate under the watchful eye of the public markets. He has worked extensively in building and growing multiple B2B startups successfully, including Sprinklr, Intercom, and Dachis Group (acquired by Sprinklr).
Connect with Brian Kotlyar
Key Takeaways
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Achieving growth targets requires revisiting and redefining strategies, especially with old playbooks proving less effective.
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Start small and specific. Initiating projects on a smaller scale allows for better risk management and paves the way for innovative solutions.
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Massive system-wide projects often fail due to their complexity and need for clear direction.
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Data warehouses can efficiently ingest and manage vast amounts of data, making them invaluable for B2B marketing.
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Tailoring marketing strategies to individual or account-specific needs can significantly improve outcomes.
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Sometimes, the most effective solutions are straightforward and don't require overly complex technological implementations.
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Innovative data utilisation can lead to impressive efficiencies and results even with limited resources.
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Properly used, data can replace the need for large teams or budgets by automating and optimising processes.
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Thoughtfully constructed advertising campaigns with a data-backed foundation can achieve remarkable cost-effectiveness.
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Don 't be confined to conventional B2B platforms; explore and leverage B2C platforms for targeted advertising when the data supports it.
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Ground all strategies and innovations in reliable data, using it as a foundation to build upon.
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Despite technological advancements, specific fundamental business and marketing skills remain crucial.
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Marketers should focus on future outcomes, understanding that today's efforts will yield results in the longer term.
Quote
"If you're not figuring out how to build up a deep well of first-party data, manipulate it, and then use it to resurrect old tactics and invent new ones, You're in some trouble." – Brian Kotlyar
Managing Oneself by Peter F. Drucker
Wynter
Shout-outs
François Dufour– Marketing Partner and CMO in Residence at Decibel Partners
Manav Khurana– Chief Product Officer at New Relic, Inc.
Connect with Brian Kotlyar | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Jordan Saucedo interviews Renny Fidlon on navigating challenges in ABM like a seasoned pro. Renny highlights the shift from lead-based models to strategic account approaches and emphasises aligning marketing with sales in B2B sales. He discusses common ABM pitfalls and the importance of showcasing ROI to leadership. Renny shares advice for B2B SaaS marketers, emphasising predicting client intent and providing value-added tools. He also stresses sales adoption as crucial when launching ABM platforms and suggests businesses pivot from sales enablement to buying enablement in the current unpredictable economy. Renny encapsulates the mantra "Do Less, Better" and consistently champions the need to showcase value to customers.
About the Guest
As VP of Marketing at SproutLoud, Renny Fidlon is responsible for building a predictable, repeatable revenue engine. He oversees SproutLoud’s branding, marketing programs, product marketing, revenue operations, and sales development. With over 25 years in strategy and marketing, Fidlon has spent the last decade scaling high-growth Enterprise B2B SaaS and technology companies. Prior to SproutLoud, Fidlon led global marketing teams at Aria Systems, Optymyze, Softmart (acquired by Connection), and Audience Partners (acquired by Altice USA). Renny holds a bachelor’s degree in communications from the University of Pennsylvania. When not immersed in data, Fidlon spends most of his free time travelling, watching movies, and playing games with his wife and three children.
Connect with Renny Fidlon
Key Takeaways
- A successful ABM approach prioritises the needs of sellers and supports them in scaling their efforts strategically.
- Do Less, Better: Concentrate resources efficiently to get the best outcomes.
- Marketing's primary role is to support sales motions, expanding and prioritising them as needed.
- Beware the assumption that all buying group members are synchronised in their buyer's journey.
- For effective ABM, marketing should aim to connect with individuals that sales might overlook, often those at the top of the funnel.
- Manual tracking, while labour-intensive, can offer insightful statistics to underscore marketing strategies.
- Prioritise quality over quantity; it's about doing fewer things exceptionally rather than spreading oneself thin.
- Always prioritise long-term success over immediate, potentially superficial results.
- Sales adoption is paramount for the successful implementation of ABM platforms.
- First impressions matter: if sales teams aren't impressed initially, winning them over later becomes challenging.
- After the acquisition, customers should quickly see the value and be guided in measuring success over time.
- Turn customers into advocates by consistently showcasing the value provided.
Quote
“One of the biggest things that I see all the time is people trying to align their campaigns to a buyer's journey at the account level. The problem is that not all the members of a buying group or the influences of that buying group are in the same place in their buyer's journey.” – Renny Fidlon
Recommended Resource
The Lean Startup by Eric Ries
Dan Pink - Drive: The Surprising Truth About What Motivates Us
Connect with Renny Fidlon | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Philip Warren chats with Siara Nazir about integrating your marketing strategy with artificial intelligence and data science. Siara discusses the transformative impact of Mixed Media Modeling, Artificial Intelligence (AI), and the MarTech stack's future direction in the evolving digital marketing landscape. Siara also shares her experience creating an AI chatbot powered by natural language processing that improved customer engagement and boosted non-branded keyword revenue.
About the Guest
Siara Nazir is an award-winning global digital marketer and media leader who has pioneered AI-based solutions that quadrupled conversions and doubled engagement for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in Forrester and other industry publications. She speaks at many industry conferences and was recently the recipient of the Equality Impact Award for women in tech.
Connect with Siara Nazir
Key Takeaways
● Beyond just sales and clicks, recognising the revenue contribution of your brand's equity is crucial.
● Mixed media modelling’s advantage – This approach goes beyond traditional attribution models, helping marketers understand the revenue implications of their brand's presence across different channels.
● Multi-touch attribution, while popular, may not give a comprehensive picture of a brand's value and impact. Consider alternative models for a fuller perspective.
● Achieving success in non-branded spaces, which are highly competitive and challenging, can significantly boost a brand's visibility and conversions.
● Utilize AI tools to automate various marketing tasks, from content creation to customer engagement. These tools not only speed up processes but also enhance quality.
● Tomorrow's Martech stack will thrive on seamless interaction between software components. Ensure interoperability with robust API connections.
● Balance the decision between choosing best-in-breed solutions and integrated ones. The right choice can significantly impact data flow and efficiency.
● Established tech platforms, though significant, might not always provide the most agile solutions.
Quote
“The beauty of mixed media modelling is that the software that it sits on actually looks at many other parts of the business that influence revenue, including brand presence.” – Siara Nazir
Connect with Siara Nazir | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Brian Hopper chats with Catherine Dummitt to discuss success in transitioning from sales to marketing. Catherine champions the mantra: 'Engage, don't just sell your products.' Drawing from her rich sales experience, she underscores the importance of relationship-building in today's vibrant marketing world, emphasising value-driven strategies over mere transactions. Listen in to learn how Catherine merges adaptability, collaboration, and profound field insights to redefine success in marketing.
About the Guest
Catherine Dummitt is the VP of Marketing at Narvar. In her role, Catherine oversees all aspects of Narvar’s marketing, generating brand awareness, driving demand, and powering customer advocacy. As a Marketing leader, Catherine is passionate about building diverse teams, who operate as organizational growth catalysts. Catherine is dedicated to advancing women in the workforce – having stood up ERCs at previous organizations and having served as the Co-President to mBolden (formerly Women in Wireless) in NY.
Connect with Catherine Dummitt
Key Takeaways
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Don’t overlook the transferability of your skillset. A career switch can be daunting, but a diverse career can often be your competitive advantage.
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A carefully crafted narrative distinguishes a brand from its competition.
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A holistic understanding of the sales process, from the first touchpoint to closing the sale, is indispensable.
-
Persuasion, negotiation, presentation skills, data-driven decisions, and understanding the complete sales process can be directly transferred and beneficial in a marketing role.
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Broaden your focus. Transitioning from sales to marketing requires shifting from individual client focus to larger demographic targets.
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Marketing is not just about quick wins; it's about building a lasting brand and nurturing growth over time.
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The cornerstone of effective marketing is understanding who you're speaking to and tailoring your message accordingly.
-
Communication should not be unidirectional. Engage with your audience and build a rapport instead of pushing a product.
-
Using data as a guiding tool is crucial for decision-making and strategy formation.
-
Recognize that first attempts might not be perfect. Be prepared to pivot based on feedback and emerging trends.
-
Overemphasizing immediate KPIs can neglect essential long-term brand-building initiatives.
-
Marketing should not just push a product; it should offer value and engage customers through a consultative approach.
-
Value-based marketing is about depositing into the relationship before making withdrawals.
Quote
“It's really important to think big picture when you're in marketing.” – Catherine Dummitt
Shout-Outs
Christopher Hansen– Chief Client Officer at Power Digital
John Charlesworth – Director of Marketing Operations at Narvar
Anisa Kumar – Chief Customer Officer at Narvar
Connect with Catherine Dummitt | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Chris Moody interviews Beth Forester on her journey from entrepreneurship to corporate leadership. Beth talks about the challenges and rewards of transitioning from running her own business for over two decades to navigating the corporate world of SaaS at Animoto. She emphasises the importance of stakeholder buy-in and the significant role of product marketing from the early stages of development. Throughout the discussion, Beth highlights the value of learning directly from customers, prioritising core SaaS metrics, and building trust to drive collaboration. Our conversation is packed with insights for those navigating career changes or transitions between startups and established organisations.
About the Guest
Beth Forester is a dynamic marketer fueled by a passion for data and storytelling. From founding her first company in her early 20s to her experience as a product marketer in the tech industry, she gained a deep understanding of market dynamics, pricing strategy, SaaS business models, consumer behaviour, and product positioning. Her unique career trajectory, entrepreneurial spirit, and diverse experience have established her as a formidable leader in her field. She currently is the VP of Marketing at Animoto, where she leads a team of talented and passionate marketing and customer service professionals.
Connect with Beth Forester
Key Takeaways
-
Major career shifts can be daunting, but sometimes, they are necessary steps towards greater fulfilment and success.
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Clear communication and alignment become paramount in larger organisations where multiple stakeholders are involved.
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Integrating product marketing early in the development process can enhance product value and market relevance.
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Understanding and articulating the broader benefits of a change can help in gaining buy-in from various departments.
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By breaking down decisions into a series of simple questions, it becomes easier to evaluate the potential impact and value of different initiatives, leading to more informed choices.
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Regular and direct communication with customers provides valuable, real-time feedback.
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Recognise the potential of expansion revenue, especially if there's limited scope for upselling or cross-selling.
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Understand that genuine product adoption signifies real value to customers.
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Top-of-the-funnel growth is crucial; ensure initiatives align with driving this growth.
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Building trust is essential for collaboration and team success.
Quote
“Probably the most beneficial thing that you can bring as a product marketer is diplomacy and gaining trust and being able to collaborate well with your team.” – Beth Forester
Recommended Resource
How to Win Friends & Influence People by Dale Carnegie
Product Marketing Debunked by Yasmeen Turayhi
Multipliers by Liz Wiseman
Shout-outs
Yasmeen (Roxanne) Turayhi – Co-Founder at Blood Moon Box and Author
Patrick Campbell – Founder & CEO at ProfitWell
Connect with Beth Forester | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Rory Costello interviews Prashant Bhatia, a seasoned professional with over 25 years in enterprise software, on navigating modern leadership hurdles and fostering organizational expansion. From starting in product management to transitioning into product marketing and eventually embracing executive leadership roles, Prashant highlights the importance of adaptability and continuous learning. He discusses the challenges of moving from a smaller company to a global enterprise, emphasising trust, transparency, and accountability as keys to professional networking. As he outlines his current role at SpendHQ, Prashant's vision for the high-growth SaaS company's future shines through.
About the Guest
Prashant Bhatia has been in the enterprise software industry for 25+ years, most recently joining SpendHQ as Chief Marketing Officer responsible for global go-to-market strategy. Prior to SpendHQ, he was CMO at Blue Ridge Global, and prior to that, he was with Radial as SVP of Technology Services. Throughout Prashant’s career, he has been focused on value selling and value creation, whether that be via Product Management, Product Marketing, or serving as an executive leader focused on go-to-market functions.
Connect with Prashant Bhatia
Key Takeaways
-
Career paths are often nonlinear, and early decisions can lead to unexpected opportunities.
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Leadership in higher roles is not just about guiding company direction but also about nurturing and shaping individual careers.
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Continuous learning and adaptability are crucial to navigating the evolving demands of the professional world.
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In a remote-working world, building trust requires proactive effort and clear communication.
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When inheriting or creating a new team, trust, transparency, vision, and accountability form the foundation of strong team dynamics.
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Consistency in core values, whether working with customers, peers, or teams, ensures uniformity in approach and results.
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Scaling up should be adaptive, considering both the growth of the company and the evolving needs of the market.
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Building and nurturing direct and indirect teams is crucial for driving organisational value.
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It's essential to have a clear vision and strategy, especially in growth-oriented roles, to steer the company in the right direction.
Quote
"Be open to change and be willing to embrace it." – Prashant Bhatia
Recommended Resource
Pragmatic Institute: Expert Training for Product, Data & Design
Connect with Prashant Bhatia | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Tyler Gambardella chats with Octavian Brezoi of Verifone about how your brands can do more with less by optimising your sales funnels and marketing channels. They talk about navigating the challenges and opportunities of omni-channel sales approaches. While e-commerce continues to grow, most transactions still occur through traditional channels, underscoring the importance of creating consistent, integrated customer experiences. Leading effectively in such an environment, he notes, is akin to successful B2B selling, requiring trust-building, expertise, and leadership. He further dives into the intricacies of managing P&L, advocating for a vigilant approach to tracking risks and opportunities.
About the Guest
Octavian is a highly accomplished and results-oriented Sales Leader with over 14 years of experience in driving growth and building fruitful, long-term partnerships. With a "can-do" attitude and a growth mindset, he is passionate about empowering people and fostering value-driven conversations. He is currently serving as the Head of Digital Sales for EMEA at Verifone.
Connect with Octavian Brezoi
Key Takeaways
● Customer Experience is King. Today's paramount challenge is creating a cohesive, relevant customer experience regardless of the sales method or channel.
● In an omni-channel approach, companies retain control over customer experiences, even if sales transpire through third-party resellers.
● When large clients interact with self-service systems, it's vital to have monitoring mechanisms to provide optimal support.
● For a seamless omnichannel experience, aim to provide a consistent and integrated customer experience, whether they choose self-service or require assistance.
● Despite the consistent growth of e-commerce, traditional sales channels remain dominant. This presents both challenges and opportunities for businesses.
● The adoption of AI in corporate settings is inevitable. It's about understanding its value and managing its usage effectively.
● Leading a sales team parallels B2B selling, demanding trust-building, expertise demonstration, and thought leadership.
● Steer the P&L by identifying, tracking, and mitigating risks and opportunities consistently.
● Don't shy away from probing questions during the sales process. Asking prospects about potential obstacles can provide critical insights.
Quote
“Managing a sales team is a lot like selling in the sense that you need to be able to win the trust of your people. You need to be able to show expertise and be a leader.” – Octavian Brezoi
Recommended Resource
Never Split the Difference by Christopher Voss and Tahl Raz
The Advice Trap by Michael Bungay Stanier
Connect with Octavian Brezoi | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Kieran Conway interviews Gail Buffington, a seasoned expert in analytics. Drawing from her rich background in both marketing and analytics, Gail discusses the importance of using diverse data sources to gain deeper business insights. She shares insights from her role at MilliporeSigma, emphasising the value of blending internal and external data, collaborating with third-party data providers, and the innovative use of public data sets. Gail's main message? Adopt a broad, exploratory approach to data to unlock its full potential.
About the Guest
Gail Buffington is the Head of Data Science and Analytics for Millipore Sigma, a global life sciences company. Previously, she worked in retail as vice president of marketing and analytics for a women's apparel company. She has over 15 years of experience across a wide breadth of data careers. Outside of her current role, she also serves as a training officer with the United States Army and is a Girl Scout troop leader.
Connect with Gail Buffington
Key Takeaways
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An ability to sell or promote is not limited to products; it can be applied to skills, teams, and contributions.
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Analytics teams should focus on quantifying their contributions to showcase their impact on the company's success.
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Not all anomalies in data are harmful; some can offer positive insights and opportunities.
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Relying solely on internal data may limit the understanding of more significant trends and influencing factors. External economic data can provide context and predictive insights.
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The value of forecasting lies not just in the data itself but in understanding the influences behind that data.
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Challenging preconceived notions and expanding data sources can lead to more accurate and insightful predictions.
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Solely focusing on primary metrics like revenue might limit the understanding of a situation.
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Approach public data broadly and avoid restricting yourself to apparent connections.
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Realise that correlations may only sometimes be apparent, requiring more profound analysis and consideration.
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Utilise the extensive directories and resources available on government websites to access many data sets.
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Embrace an exploratory attitude in analytics, allowing for brainstorming and discovery.
Quote
“Being able to see that full picture allows us to get to a spot where we can utilise data that otherwise is very interesting, but doesn't give us the tools we need to unlock any insights with it.” – Gail Buffington
Recommended Resource
Towards Data Science
Stack Overflow
Connect with Gail Buffington | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Carolyn Najac interviews Christian DeMarais on crafting success and navigating landscapes in business. We discuss how engaging stakeholders successfully requires a blend of empathy, strategic narrative crafting, and in-depth understanding. He emphasises the power of understanding stakeholder perspectives and crafting a compelling narrative. Christian underscores the importance of empathy, especially towards internal stakeholders, viewing them as the real 'customers'. Finally, while discussing B2B and B2C dynamics, he emphasises the significance of listening to customers and efficiently leveraging resources across diverse teams.
About the Guest
Christian DeMarais is currently serving as Director of Revenue Operations and Strategy at Wix, where he has helped build and scale over 25 Sales and Account Management teams in 3 years. In addition to a career as a RevOps and Sales Strategy Pro, DeMarais is also an accomplished actor who recently had a recurring role in Maniac (Netflix), as well as guest roles on Mr. Robot (USA), The Equalizer (CBS) and Elementary (CBS). DeMarais holds an MFA in acting from NYU and a BA in Business Management and Theatre, with a Minor in Dance from Gustavus Adolphus College.
Connect with Christian DeMarais
Key Takeaways
When engaging with stakeholders, immerse yourself in their perspectives, understanding their needs, concerns, and objectives.
● Avoid Direct Objectives – Don't always lead with your end goal. Let stakeholders understand your objectives through the information you provide and the narrative you weave.
● Craft a Narrative: Whether it's a presentation, a proposal, or a report, build a story that captivates your stakeholders and takes them on a journey.
● It's crucial to know what drives your stakeholders. Identify their priorities, financial metrics, time-saving efficiencies, or other KPIs, and cater your strategy to these.
● Empathy is key. While clear goals and KPIs matter, other aspects like ease of use and time-saving can be equally crucial.
● Never judge. Understand the perspectives and challenges of all team members. Your internal stakeholders, often acting as your 'customers', need that understanding the most.
● Ensure your services or products cater to a broad spectrum of your customers' needs, making it easier for them to choose you over competitors.
● Continuously seek and incorporate customer feedback to refine and improve your offerings. Centre your strategies around customer needs. Listening to and acting on their input can lead to product innovations and sustained growth.
● Balance Macro and Micro Perspectives. Keep an eye on the broader business strategy while attending to day-to-day operations.
Quote:
“Understanding is such a huge part of what we do. And I think understanding your customer, but a lot of times for RebLabs specifically, your customers are also internal stakeholders in the company and the business.” – Christian DeMarais
Recommended Resource
The Power of Habit" by Charles Duhigg
Shout-Outs
Melanie Terranova – Head of RevOps at Wix
Dhwani Dalal – Director, Sales Strategy & Operations at DocuSign
Meg Goetsch – Vice President, Global Sales Operations and Strategy at Forter
Connect with Christian DeMarais | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Chris Moody interviews Paige Marsin, a Marketing Strategy Specialist at Palo Alto Networks and Demandbase Champion on her transition from higher education to the fast-paced tech industry. Paige emphasises the unexpected advantages of imposter syndrome in driving efficiency and innovation. She underscores the value of precise, data-driven targeting over broad campaigns. Drawing from her past, Paige highlights how working with tight budgets has honed her resource optimisation skills, even in a well-funded environment. This episode dives into insights such as the significance of tracking accounts across funnel stages and the importance of critical metrics in campaign evaluation.
About the Guest
Paige is a seasoned marketing specialist, passionate about data-driven sales and marketing strategies. She started her career in higher education where she learned the importance of using data in her marketing campaigns. She is an expert in ABM/ABX and takes pleasure in learning new targeting strategies to keep Palo Alto Networks ahead of the competition. Outside of work, Paige is a mom to two very active boys, enjoys yoga and hiking.
Connect with Paige Marsin
Key Takeaways
-
Imposter syndrome can be an advantage. It challenges individuals to achieve better results with fewer resources, leading them to optimise efficiency and innovation.
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Focus on what delivers the most value, not just where there's ample budget.
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Prior experience in lean environments can inform strategies in better-funded sectors.
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The “Spray and Pray” approach is broken. Precise targeting, backed by data, is more effective than a broad marketing approach.
Not every process has to be templated – When standardised tools or platforms don't cater to unique business needs, manual customisation is worth the effort.
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Continuously tracking account movement through varying funnel stages, from top to mid to lower, is vital for valuable insight.
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Metrics and data-driven insights are crucial in evaluating campaign success. Metrics like account lift, engagement rates, and impression counts are particularly significant.
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Centralising the process through a dedicated team ensures effective targeting without oversaturating shared accounts across multiple go-to-market strategies.
Quote
"We are empowered to make our own decisions. It’s very different from higher education, where you have to go through a slew of approvals to get something done.” – Paige Marsin
Recommended Resource
The Gifts of Imperfection by Brene Brown
Shout-outs
Lauren Daley – Director, Marketing Operations at Palo Alto Networks
Lauren Beer – Digital Product Manager at Palo Alto Networks
Jeremy Schwartz – Sr. Manager, Global Lead Management & Strategy at Palo Alto Networks
Connect with Paige Marsin | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Michael Malone interviews Catherine Blades, an award-winning corporate leader with over 30 years of professional experience, including C-suite roles at three Fortune 500 companies. Catherine serves as the SVP of Marketing and Communications at SAIC, a company delivering innovative solutions to the U.S. government. They discuss the intersection of purpose and profit in corporations, highlighting how companies that prioritize communities and humanity often yield better fiscal results. Catherine shares her journey in realizing the connection between purpose and financial success, drawing from her experiences in different roles and companies. She elaborates on three key strategies: leveraging platform-based thought leadership to humanize the brand, pivoting brand icons for purpose-driven solutions, and utilizing unconventional methods for effective CSR initiatives. Catherine emphasizes the importance of authentic values, risk mitigation, and stakeholder engagement when engaging with social causes. She also provides insights into measuring the impact of CSR efforts using modeling, outcome-based data, and effectiveness metrics.
About the Guest
Catherine Hernandez-Blades is an award-winning corporate leader in Marketing, Communications, Government Relations, CommTech, Digital Transformation, Change Management, and Environmental, Social & Governance (ESG) with more than 30 years of professional experience, including C-suite roles at three Fortune 500 companies. Currently, Catherine is the SVP of Marketing and Communications at SAIC, a company that delivers innovative and transformational solutions to the U.S. government in the civilian and defense markets.
Connect with Catherine Blades
Key Takeaways
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Purpose-driven companies achieve better fiscal outcomes by focusing on communities and humanity.
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Purpose is a crucial factor in revitalizing brands, connecting people, and driving results.
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Humanizing brands through CSR and ESG efforts fosters authentic connections and engagement.
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Engage with social issues aligned with values, stakeholders' expectations, and actual impact.
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Risk mitigation, stakeholder engagement, and curating genuine efforts are vital in avoiding pitfalls.
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Outcomes matter more than activities; measure progress through modeling, outcome-based data, and effectiveness metrics.
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RepTrack model reveals 7 reputation dimensions, with governance, citizenship, and workplace being crucial.
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Outcome-based data indicates success or failure based on ROI metrics and key performance indicators.
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Effectiveness metrics, such as engagement and click-through rates, provide real-time insights for adjustments.
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Purpose-driven strategies can be quantifiably correlated to stock price, employee engagement, and more.
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Purpose and profit are interconnected, demonstrated through data, authentic engagement, and measurable outcomes.
Quote
"When you humanize the brand, you make that human connection and you go from share of wallet to share of heart." - Catherine Blades
Recommended Resources
Book:
Find Your Why by Simon Sinek
Shout-outs
Jane Randel– Co-President at Karp Randel
Rochelle L. Ford– President at Dillard University
Connect with Catherine Blades | Follow us on LinkedIn | Website
Episode Summary
Paul Curto's career journey from a technical background to sales leadership is characterized by a strong technical foundation. He initially worked on network upgrades and designs, later transitioning into consulting with Deutsche Telekom to explore network technologies and innovation. His foray into technical marketing provided a unique blend of technology and marketing expertise. About a decade ago, he transitioned into sales with Aruba Networks, where he highlighted the importance of aligning solutions with desired outcomes and building enduring relationships. RetailNext, the company Paul discussed, specializes in retail analytics, offering e-commerce-style insights to brick-and-mortar stores. Their solutions encompass sensor-based systems for customer traffic tracking, loss prevention modules, and in-store analytics, helping retailers make data-driven decisions. Paul also shared insights into the MEDDIC and Miller Heiman sales methodologies, emphasizing understanding customer pain points, decision processes, and the role of economic buyers and champions. For those implementing MEDDIC, he recommended coaching, tracking keywords with conversation intelligence tools like Gong, and consistent use of Salesforce for reinforcement.
About the Guest
Paul Curto is passionate about enhancing sales teams and customer experiences, specializing in alleviating retail analytics challenges. His focus lies in empowering brick-and-mortar retailers with e-commerce-style analytics, driving data-driven decisions. With a career marked by inspiring sellers, he emphasizes matching solutions to outcomes and fostering lasting win-win relationships. Sales strategy, enriched by customer-centric methodologies, is his forte, driven by enablement and sales technology. Paul is dedicated to helping clients achieve business success while ensuring exceptional, fact-based decision-making and unparalleled customer satisfaction.
Connect with Paul Curto
Key Takeaways
-
RetailNext brings e-commerce-style analytics to brick-and-mortar stores, aiding in business growth.
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Data-driven sales involve tracking customer behavior, optimizing operations, and improving the customer experience.
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Paul highlighted the MEDDIC and Miller Heiman sales methodologies.
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Economic buyers are crucial, and champions play a pivotal role in influencing buying decisions.
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A strong action plan is created through MEDDIC, incorporating red flags and strengths.
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Reinforce MEDDIC concepts through coaching and deal reviews with the sales team.
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Utilize sales technology, like conversation intelligence tools, to track and analyze MEDDIC-related keywords.
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Implement MEDDIC opportunity review forms in Salesforce to ensure consistent adoption and reinforcement.
Quote
"People buy for personal reasons even at work, and so when the sellers try to help you look good for your boss and try to help you make the right decision and become seen as a superhero inside the buying team, that's when you start to make magic happen with MEDDIC in these deals." – Paul Curto
Recommended Resources
Books:
- "Cracking the Sales Management Code" by Jason Jordan and Michelle Vazzana
-
"The Sales Development Playbook" by Trish Bertuzzi
-
"Never Split the Difference: Negotiate Like Your Life Depends on It" by Chris Voss
Newsletters:
- Charlotte Lloyd’s LinkedIn Newsletter
-
Matt McNamara’s YouTube Channel
-
Josh Braun’s LinkedIn Newsletter
-
Becc Holland’s LinkedIn Newsletter
Connect with Paul Curto | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Devan Cohen interviews Neda Huda, a seasoned sales professional with expertise in data management and strategic leadership. Neda shares insights into his career journey, emphasizing the importance of understanding the "why" behind customer decisions and the evolving role of buyers in today's market. He discusses the challenges of transitioning from individual contributor to a leadership role and highlights the significance of collaboration and aligning with other teams within an organization. Neda also touches on current trends in buyer journeys, emphasizing the need for sellers to deliver value and understand customers' business goals.
About the Guest
Neda started his sales career right after university, boots on the ground knocking on doors, managing accounts to ultimately selling to enterprise organizations. Throughout his journey, he was truly focused on understanding buyer paths, as well as how to navigate large portfolios to bring the most value to customers. When he’s done making deals at work, he is at home making deals with his daughters.
Connect with Neda Huda
Key Takeaways
-
Transitioning into a leadership role involves a deep understanding of the "why" at various levels—territories, industries, and departments.
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Effective leadership entails threading this understanding into conversations and gaining buy-in for strategic initiatives.
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Collaboration across teams requires sharing a compelling vision and fostering trust. Building relationships by investing time and supporting colleagues' efforts before asking for cooperation is essential for achieving common goals.
-
Modern customer journeys involve extensive pre-engagement research.
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Sales professionals must speak the customer's language and emphasize the business value of their offerings to effectively navigate this landscape.
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With professionals changing jobs more frequently, knowledge sharing and movement significantly influence technology choices.
-
Leadership involves understanding the "why" on a larger scale.
-
Fostering collaboration across teams requires sharing the vision and building trust.
-
Buyers are more informed and conduct extensive research before engaging with sales professionals.
-
Successful sales now depend on speaking the customer's language and delivering business value.
Quote
“You don't just ask, you don't just take, you give before you ask... creating that trust and creating that collaborative approach, I find is the key to make sure that a large organization gets involved and advises your success.” – Neda Huda
Recommended Resources
Newsletter:
- The Challenger Sale by Brent Adamson and Dixon Matthew
Shout-outs
Trent Dressel– Tech Sales Instructor at CourseCareers
Brian G. Burns– Host of The Brutal Truth about Sales Podcast
Vin Mantano– Senior Account Executive at Demandbase
Connect with Neda Huda | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Devan Cohen interviews Ken Lorenz, the VP of Global Sales at Riva International, where he oversees the company's customer-facing sales team members. With a developer background, Ken's passion lies in aiding customers in using technology to address business challenges. Over his extensive 30-year career, Ken has been pivotal in helping countless customers globally to select and implement ERP and CRM solutions. A seasoned member of ITA, Ken has contributed significantly to many content committees and has made numerous presentations at ITA collaboratives. Throughout the episode, Ken delves into the evolution of RevOps, the intersection of generative AI like ChatGPT in sales, and the importance of clean data in CRM. He also sheds light on the potential challenges and implications of integrating AI with customer data, emphasizing the importance of caution and privacy.
About the Guest
Ken Lorenz is currently the Vice President of Global Sales at Riva where he looks after all of Riva’s customer-facing sales team members. A developer by background, Ken is passionate about helping customers leverage technology to solve business problems. Over the past 30 years, Ken has personally helped tens of thousands of customers evaluate, select and implement ERP and CRM solutions, globally. As a long-standing member of ITA, Ken has contributed to many Content Committees and has presented numerous sessions at ITA Collaboratives.
Connect with Ken Lorenz
Key Takeaways
-
RevOps is a sector that has dramatically evolved from basic personal information managers to complex systems impacting sales and marketing processes over 30 years.
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Modern technology advancements, including generative AI like ChatGPT, are poised to revolutionize sales processes, changing how businesses interact and transact.
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The key differentiator in sales remains human touch and relationship-building, even as advanced AI tools gain prominence.
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Data quality is paramount; without clean, accurate data, no amount of technology can yield successful results in the RevOps field.
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Recent years have seen a proliferation of add-on technologies around CRM systems, increasing the complexity and cost of integration.
-
Organizations often grapple with data "swamps" instead of efficient data "lakes," complicating the process of gaining insights and actionables.
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ABM platforms have emerged as crucial tools to aggregate, analyze, and provide actionable insights, focusing on genuinely engaged accounts for businesses.
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Integrating ChatGPT with RevOps systems presents opportunities and challenges, especially when handling sensitive, customer-specific data.
-
In regulated industries like banking and insurance, there is heightened caution about introducing any customer data into AI models, ensuring strict compliance and data protection.
-
Bad actors can exploit data, and with evolving large language models, there is a potential risk of data breaches or misuse, necessitating stringent safeguards.
-
Regulations might become stricter, with businesses potentially needing to disclose when content is AI-generated, emphasizing transparency in communication.
Quote
"I think it's going to be very interesting to see how the next generation of salespeople leverage that technology and allow themselves to differentiate from their competitors." – Ken Lorenz
Shout-outs
Tony Hughes – CEO and Co-founder at Sales IQ Global
Justin Michael – CRO Coach & Co-Founder at Hard Skill Exchange
Connect with Ken Lorenz | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Chris Moody interviews Andrew Peters, a seasoned marketing professional with extensive experience in the Internet of Things (IoT) industry. Andrew shares insights into transforming marketing strategies using data-driven approaches and discusses the challenges of targeting complex markets like IoT. He delves into the significance of identifying Ideal Customer Profiles (ICPs) and leveraging in-market intent signals to drive successful account engagement. The conversation also touches on the role of generative AI in accelerating product launches and the potential it holds for expediting complex use cases.
About the Guest
Andrew Peters thrives at the nexus of people and processes, building global departments from the ground up, leading impactful revenue strategies, improving developer experience, and ensuring alignment across sales and marketing that’s always focused on the customer. His innovative approaches to marketing operations, customer analytics, and digital experiences have garnered numerous awards. Andrew also serves as the Chair-elect for the Austin LGBTQ+ Chamber of Commerce, where he promotes community for all, and our ability to impact the cities we live in.
Connect with Andrew Peters
Key Takeaways
-
Focusing on in-market signals aids in identifying valuable accounts in the IoT space, streamlining efforts, and improving targeting precision for effective marketing strategies.
-
IoT sales cycles can be prolonged, making it vital to identify accounts showing in-market intent early to nurture relationships and capitalize on opportunities.
-
Clearly defining Ideal Customer Profiles (ICPs) aligns marketing and sales efforts, enabling better targeting and engagement, leading to improved conversion rates and growth.
-
Metrics validation helped solidify the new ICP model's success, demonstrating a 60% better likelihood of converting to new opportunities, leading to enhanced conversion rates and growth.
-
Leveraging Generative AI accelerates product launches and refines complex use-case solutions, offering quicker decision-making and innovation in various domains.
-
Generative AI supports efficient data gathering and analysis, empowering quicker, well-informed decisions by extracting valuable market insights for strategic advantage.
-
Generative AI accelerates content creation by generating marketing materials, campaigns, and creative assets, reducing manual efforts and increasing marketing output efficiency.
-
AI-driven automated email outreach acts as an efficient business development representative, identifying and engaging potential clients, and driving meaningful conversations.
-
Generative AI has the potential to expedite chip development by 20-30%, reducing time-to-market, cutting costs, and ensuring faster access to improved product offerings.
-
Successful individuals invest countless unseen hours of effort to achieve excellence, underscoring the significance of persistent dedication and determination in achieving success.
Quote
"I think the most important part about that journey is sometimes you need a manager or a mentor that's going to push you and put you into that uncomfortable position where you're like, 'I don't know if I'm ready for this,' but you're actually more ready than you think."
Recommended Resources
Podcasts:
How I Built This podcast by Guy Raz
The Huberman Lab by Andrew Huberman
Book: Grit by Angela Duckworth
Shout-outs
Deirdre Walsh– Chief Executive Officer & Co-Founder at IGC
Trisha Fields– Director, Performance Marketing at Silicon Labs
Connect with Andrew Peters | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Tara Quehl interviews Davis Potter, diving deep into the intricate realm of Account-Based Marketing (ABM). Davis, a seasoned ABM practitioner, delineates the nuances between growth ABM and enterprise ABM strategies, spotlighting the crucial considerations of resource limitations and tiered methodologies. The discussion delves into key performance indicators, focusing on escalating contact engagement and burgeoning revenue, essential for gauging ABM effectiveness. As the conversation unfolds, the transformative potential of AI takes center stage, envisioning a future of scalable personalization and automated ad optimization.
About the Guest
Davis currently leads the ABM function at Telesign, and the CEO of ForgeX, a B2B market research and advisory think tank specializing in Account-Based Go-To-Market (GTM) strategies and Generative AI. He has experience launching, optimizing, and scaling ABM programs within hyper-growth VC-backed startups, mid-size organizations, and some of the world's largest and most renowned enterprises.
Connect with Davis Potter
Key Takeaways
- ABM methods vary: Choose growth or enterprise based on launch speed and account coverage.
-
Account engagement and revenue growth are core ABM success indicators.
-
AI revolutionizes personalization at scale, elevating ad messaging and account intelligence.
-
Contact engagement categorizes interactions, enabling focused actions for specific contacts.
-
Deal velocity, sourced, and influenced revenue metrics measure ABM's revenue impact.
-
Differentiate between tiered accounts for resource allocation and strategic alignment.
-
Growth ABM adopts a tiered methodology for efficient account prioritization and faster testing.
-
Personalized ad platforms driven by AI optimize and iterate messaging for better results.
-
ABM evolves with AI, enhancing personalization, account intelligence, and ad optimization capabilities.
-
Prioritize account engagement for both overall contact interaction and core buying group involvement.
-
Growth ABM offers a streamlined approach, allowing faster testing and resource allocation within tiers.
-
Enterprise ABM demands deeper one-to-one or one-to-few interactions, requiring more resources.
Quote
“In growth ABM, you're able to test and iterate so fast within your tactics.” – Davis Potter
Recommended Resources
Newsletter:
The Pleiss is Right by Tyler Pleiss
Shout-outs
Désirée Daniels– Head of ABM & Industry - Retail, Fashion, Beauty & Consumer at Google
Alessandra Fagone– Director, Global Revenue Marketing - Acquisition and Customer Growth at Workhuman
Akriti Gupta– Marketing Director at LinkedIn
Connect with Davis Potter | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Michael Malone interviews Kathy Neumann, CMO of Rent., about mastering marketing strategies for success in changing landscapes. Michael welcomes Kathy to the show and delves into her extensive background in retail marketing, discussing how it has shaped her current role as CMO at Rent.. Kathy emphasizes the importance of understanding consumer motivations and solving their problems by marrying consumer insights with technology trends. She talks about the challenges of maintaining consumer-centricity and avoiding personal biases in marketing strategies. The conversation shifts towards the impact of COVID-19 on digital transformation, with Kathy highlighting how the pandemic accelerated the adoption of mobile-first and digital experiences. She shares insights about her approach to building teams, focusing on hiring for attitude and aptitude, and cultivating a culture of curiosity and adaptability. Kathy also discusses the successful rebranding of Rent. and the crucial role of engaging employees in the transformation process. She emphasizes the significance of internal engagement metrics and external client feedback in measuring the success of a rebrand.
About the Guest
Kathy joins us from Rent. where she has been CMO for the last year and a half. During her tenure at Rent. she has led a complete relaunch of the company including branding, product architecture, and company culture, resulting in a reversal of business trends from declining business to double-digit growth.
Kathy's background is steep in consumer, digital, and brand marketing across brands such as Chewy, Carter's, Lands' End, and Victoria's Secret.
Connect with Kathy Neumann
Key Takeaways
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Perspective shift: View industry challenges from the consumer's point of view, not just personal perspective.
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COVID-19 accelerated digital adoption and mobile-first mindset, impacting consumer expectations.
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A curious attitude is crucial when hiring for marketing roles; look for adaptability over current expertise.
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Embrace progress over precision and encourage trying new ideas within the marketing team.
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Successful rebranding involves rallying the entire organization around the "why" and fostering engagement.
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Metrics for internal success: Employee engagement, referrals, swag requests, and pride in the brand.
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External metrics include traffic, conversion rates, engagement, and feedback from customers.
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Navigating chaos: Maintain curiosity, recognize evolving industry trends, and stay adaptable.
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Rebranding isn't just about visuals; it's about transforming culture and aligning the entire organization.
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Communicate the "why" of change multiple times in different ways to ensure understanding and buy-in.
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Embrace disruption by focusing on where the industry is headed and adapting accordingly.
Quote
"You can't stretch standing still, so I applaud people on my team that try new things, and we celebrate the failures by learning what we can out of those interactions and quickly course correcting, but if you're not moving, you're not growing in today's environment.”– Kathy Neumann
Recommended Resources
Shoe Dog by Phil Knight
Shout-outs
Susan Sachatello – Chief Marketing Officer at Compeer Financial
Matthew Doerrs – Vice President of B2B Marketing at Rent.
Connect with Kathy Neumann | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Devan Cohen interviews Dan Radu, the founder and president of Macro, a digital marketing partner specializing in ABM programs. Dan shares insights into the concept of Account-Based Everything (ABE), emphasizing the importance of aligning marketing, sales, and customer success teams around a common account-focused mindset. He discusses the challenges faced by organizations operating in a resource-constrained landscape and highlights key metrics like account engagement score, opportunity creation probability, and deal size that drive ABM success. Dan underscores the significance of collaboration between teams and the role of agency partners like Macro in operationalizing go-to-market strategies. He provides step-by-step guidance on effectively implementing ABM, from tiering accounts to evaluating channel performance.
About the Guest
Dan is the founder & president of Macro, a digital marketing partner helping global marketing teams run ABM programs. For the past 10 years, the team serviced enterprise-class clients working as a natural extension of their team.
Connect with Dan Radu
Key Takeaways
-
Account-Based Everything (ABE) is a mindset aligning marketing, sales, and customer success around account engagement.
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Prioritize limited resources by focusing on ideal customer profiles and joint team efforts.
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Metrics: Track account engagement score, initiative impact on opportunities, deal probability, and size.
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Collaboration among teams is crucial; cross-discipline experts can bridge gaps effectively.
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Agencies like Macro help operationalize go-to-market strategies, adapting and executing with expertise.
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Ideal clients for agency support are global marketing teams needing regional assistance and tech expertise.
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Challenges include aligning diverse objectives, integrating systems, and replicating successful tactics.
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Start with understanding account-based readiness and the need for external partnership.
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Assess current account-based marketing efforts to determine readiness and approach.
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Efficient operationalization involves tiering accounts, monitoring buying signals, and defining partner roles.
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Consistent attribution models enhance performance tracking; and avoid frequent changes.
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Maintain accurate account data, ensure team alignment, and adopt an account-based everything mindset.
Quote
"Account-Based Everything (ABE) is a mindset aligning marketing, sales, and customer success around account engagement." – Dan Radu
Book:
- The Black Swan by Nassim Nicholas Taleb
Shout-outs
Geoff Linton– Co-Chair Market Council at the Canadian Marketing Association and Founder of Connect Digital Hub
Connect with Dan Radu |Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Devan Cohen interviews Kevin Chen, VP of sales development at Pure Facts Financial Solutions. Chen shares his journey from starting as a door-to-door salesperson to becoming a sales leader. He discusses the importance of discovering one's "why" and the mindset of playing to win rather than playing not to lose. Chen emphasizes the evolving role of sales development, where reps may become content creators and thought leaders to engage prospects effectively. He delves into the role of AI and technology, advising reps to embrace them as tools to enhance their efficiency. Kevin also highlights the significance of maintaining a healthy balance to prevent burnout and the impact of mentors and continuous learning.
About the Guest
Kevin is the VP of Sales Development at Pure Facts Financial Solutions, leading strategic growth initiatives. He drives transformational WealthTech solutions across global markets, leveraging expertise in wealth management, AI, and machine learning. He started his career at 21 as a door-to-door salesperson in a 100% commission role, he was the top performer in Canada by the end of that year, and by 23 he transitioned into entrepreneurship, starting his own sales consultancy firm before joining Purefacts in his current role.
Connect with Kevin Chen
Key Takeaways
-
Cultivating a strong "why" and a growth mindset are vital for motivation and success, aiding resilience and preventing burnout.
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AI, like ChatGPT, enhances sales by aiding account research, email crafting, analytics, and content personalization, improving efficiency and results. - Future SDRs may evolve into content creators and thought leaders, using various platforms to engage and resonate with audiences effectively.
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Prioritizing physical and mental well-being, like exercise, downtime, and learning, ensures sustained high performance while avoiding burnout.
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Setting clear goals and pacing oneself according to the big picture helps prevent burnout and sustain motivation on the journey to success.
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Adapting to changes, whether in technology or roles, is essential for longevity and success in the dynamic sales landscape.
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Developing a clear end goal and maintaining focus on the bigger purpose provides direction and sustains motivation over the long haul.
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Communication skills, empathy, and connection are crucial for effective sales, making emotional intelligence an invaluable asset.
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Embracing lifelong learning and seeking out challenges nurture personal growth, enabling individuals to stay relevant and excel in their careers.
Quote
"Begin with the end in mind. You always need to know where you're going before you start going somewhere." – Kevin Chen
Recommended Resources
Podcast:
- Selling Well Podcast by Mark Cox
Books:
Play to Win by Larry and Hirsch Wilson
-
How to Win Friends and Influence People by Dale Carnegie
-
The 7 Habits of Highly Effective People by Stephen R. Covey
Connect with Kevin Chen | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Tyler Gambardella interviews Tyler Haney, a marketing and operations expert, about the innovative intersection of data science, automation, and creative problem-solving. Tyler Haney shares his journey from building websites in college to becoming a pivotal force in driving data-driven decisions at his current organization. Exploring the synergy between his interest in smart home automation and his professional pursuits, Haney discusses how leveraging technology to create efficiencies in one's daily life can inspire similar creative approaches in business operations. Drawing parallels between his passion for home automation and the world of marketing, he emphasizes the importance of finding practical solutions that enhance quality of life while applying a similar mindset to solve business challenges. Haney delves into the role of predictive modeling and data-driven dashboards in optimizing sales processes, shedding light on his team's recent endeavors to predict gaps in the pipeline and strategically reallocate resources. With insightful anecdotes and a passion for utilizing technology creatively, Haney's expertise offers a compelling glimpse into the exciting future of data-driven business innovation.
About the Guest
Tyler is an experienced digital and demand generation executive who is passionate about using data and analytics to drive business results. With a deep background in marketing and information science, Tyler focuses on breaking down complex processes into simplified concepts to help teams improve efficiency and gain back time for intellectual curiosity and creativity. Tyler has led marketing teams in the technology, healthcare, and retail sectors and holds an MBA from the University of Kentucky.
Connect with Tyler Haney
Key Takeaways
-
Smart home automation inspires creative problem-solving in business operations.
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Leveraging available tools creatively can solve problems effectively, improving work efficiency.
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Home automation principles apply to marketing and sales, enhancing decision-making.
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Predictive modeling and dashboards optimize sales by predicting gaps and reallocating resources.
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Balancing human input with AI-driven predictions results in actionable insights.
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Data-driven decision-making can improve accuracy and efficiency in various processes.
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Navigating automation requires understanding limitations and making thoughtful adaptations.
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Creative thinking applied to technology can lead to successful problem-solving in diverse domains.
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Strategic automation choices can boost efficiency while considering practicality and costs.
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Applying data science to marketing enhances understanding and predictions of market behavior.
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Embracing automation's potential requires embracing both successes and failures to drive growth.
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Effective automation solutions often stem from addressing real-world inconveniences and simplifying complex processes.
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Integrating historical data and predictive models can aid in resource allocation and decision-making for business growth.
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Recognizing cognitive biases and heuristics can inform more strategic communication and decision-framing.
Quote
“Automationis about what makes you more efficient or what makes your life easier or better in some way." – Tyler Haney
Recommended Resources
Blog:
- Lifehacker
Book:
- Thinking Fast and Slow by Daniel Kahneman
Connect with Tyler Haney | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, Devan Cohen interviews Vikas Kalra, a marketing professional with 15+ years of experience. With an MBA, Lean Six Sigma certification and a background in economics, Vikas discusses his journey from managing large accounts in paid search to his current role as a marketing leader at Equisoft. Based in Toronto, Canada, Vikas balances his professional life with his role as a father of two and his interests in spirituality, travel, and tea. He is a certified tea sommelier and a travel advisor in Ontario. Vikas sheds light on Equisoft's transformational journey, strategies for success, and the pivotal role of face-to-face interactions and events in their ABM space. He also discusses the synergy between sales and marketing enablement, and how they work together to nurture target accounts through effective CRM management and data-driven approaches.
About the Guest
Vikas is a seasoned marketing professional with over 15 years of expertise across diverse functions in the marketing landscape. He holds an MBA, Lean Six Sigma Certification, and a BA in Economics, which has fueled his passion for data-driven and process-oriented strategies. Currently based in Toronto, Canada, Vikas balances his professional life with his role as a father of two. Beyond the business world, Vikas has a deep interest in spirituality, travel, and tea. He is a certified tea sommelier and a travel advisor in the state of Ontario.
Connect with Vikas Kalra
Key Takeaways
-
Vikas’s primary objective is to manage a healthy pipeline of prospects and nurture existing ones.
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Diverse digital marketing functions and integrated approaches have shaped Equisoft's growth.
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Face-to-face interactions are crucial for building trust in long sales cycle markets.
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Trust is essential in the insurance sector for major digital transformation projects.
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Events play a significant role in breaking through the noise and connecting with prospects.
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ABM strategy relies on data integrity, CRM management, and sales-marketing collaboration.
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Sales and marketing enablement ensures synergy for successful ABM execution.
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Successful marketing involves balancing digital efforts, event participation, and effective CRM usage.
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Strong data utilization and meaningful interactions underscore successful marketing endeavors.
Quote
“Action is key. Action is critical. CRM plays a big role in that." – Vikas Kalra
"Growth is hidden in tweaking your existing processes, starting somewhere subtle, not in completely restructuring your processes."– Vikas Kalra
Recommended Resources
Books:
- Measure What Matters by John Doerr
- Leaders Eat Last by Simon Sinek
Connect with Vikas Kalra | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Ryan Schimmel engages in an enlightening conversation with Zari Venhaus, Vice President of Corporate Marketing Communications at Eaton. Zari, a seasoned professional in product marketing, brand management, and audience-focused marketing, delves into the intricate landscape of a marketer's content strategy. The discussion centers around the crucial aspects of understanding target audiences, setting clear objectives, and integrating generative AI into marketing efforts. Zari underscores the significance of balancing creativity and process, noting that a strategic foundation is essential for successful execution. The dialogue delves into leveraging AI tools for enhanced efficiency, while Zari also acknowledges the need for cautious optimism as AI's legal implications are navigated.
About the Guest
As Vice President of Corporate Marketing Communications at Eaton, Zari is responsible for driving enterprise brand positioning, content strategy, and marketing operations, and supporting Eaton’s digital transformation.
Over the last 20 years, she has built her career with roles in product marketing communications, brand management, and audience-focused marketing. Her focus is on building dynamic, customer-focused marketing teams that deliver business results.
Connect with Zari Venhaus
Key Takeaways
-
Zari emphasizes the importance of audience understanding for effective content strategies.
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Marketers need to target specific audiences, avoiding the mistake of targeting too many.
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Effective content strategy requires understanding business, buyer decisions, and audience funnel placement. -
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Successful content strategy involves knowing customers, their needs, and content usage timing.
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Zari recommends close collaboration with sales teams for valuable customer insights.
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Message mapping and cross-functional teams help build customer-focused value propositions.
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Team development involves setting clear competencies, tools, and training paths.
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Turning ideas into actions requires clear objectives, testing, and scalable processes.
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Generative AI can enhance content creation and ideation, yet cautious implementation is advised due to legal uncertainties.
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Embrace standardized processes and AI tools for efficiency, freeing time for strategic work.
Quotes
“At the heart of any content strategy is the audience.” – Zari Venhaus
"The best way to drive a successful content strategy is to take as much information as you can about your customer and understand why they would be using the content you're creating and when." -– Zari Venhaus
Recommended Resources
Newsletter:
- Joe Pulizzi’s Newsletters
Blog:
- Content Marketing Institute
Book:
- Positioning: The Battle for Your Mind by Al Ries and Jack Trout
- Everybody Writes by Ann Handley
Connect with Zari Venhaus | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Ryan Schimmel interviews Greg Graham, a seasoned marketing operations expert, on the critical role of end-to-end testing, the value of adopting a macro view in marketing strategies, and how leaders can tap into their team's collective intelligence. The conversation delves into the importance of thorough testing, highlighting real-world examples and emphasizing the need to trust nothing and test everything. Greg's insights shed light on bridging the gap between individual tasks and broader perspectives within marketing teams, suggesting collaboration across functions and mapping out processes to drive value. Moreover, he explores effective ways for leaders to harness their team's experience before seeking external consultants, from reorganizing teams for improved collaboration to fostering controlled changes for fresh insights
About the Guest
Greg Graham is an expert in diagnosing, simplifying, and resolving demand generation problems to improve business performance. He particularly enjoys helping businesses that have great products and technologies but want the scale effect of a modern marketing and sales engine with the customer at the center. His approach to scaling revenue retention and growth is grounded in Six Sigma principles and has been recognized in multiple company awards. His hands-on approach increases productive leads, builds trust across sales, marketing, and technology teams, and shortens sales cycles lowering operational costs and building greater customer trust and enterprise value.
Connect with Greg Graham
Key Takeaways
-
Shift perspective to view challenges holistically, driven by process optimization.
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Prioritize human relationships and avoid getting lost in complex tools and measurements.
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Start by being effective before scaling with technology. Don't overcomplicate tasks.
-
Remember the human touch in communication, ensuring emails and interactions are relatable.
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Focus on interconnectedness in campaigns; avoid building disjointed components that lack cohesion.
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Thorough testing guarantees accurate outcomes, uncovering potential issues throughout the process for improvement.
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Collaboration across departments fosters comprehensive views, enhancing solutions and efficiency.
-
Effective leadership optimizes team structure and encourages creativity to harness collective expertise.
-
Controlled organizational changes spark fresh ideas, breaking routines and fostering adaptability.
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Storytelling and branding connect emotionally, conveying purpose and engaging audiences effectively.
-
Diverse podcast guests enrich discussions, offering varied viewpoints and experiences.
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Process mapping and inter-departmental collaboration streamline efforts for value-driven results.
-
Strategic team changes stimulate growth and rejuvenate dynamics for long-term success.
Quote
"Trust nothing, test everything... You can sit around a table and concoct these brilliant ideas, only to have one little single thing break and the entire campaign goes."– Greg Graham
Recommended Resources
Book:
- The Goal by Eliyahu M. Goldratt
Shout-outs
Dan Seeger – Technical Writer at Epic
Kent Peterson – Senior Vice President, Chief Marketing Officer at McGraw Hill
Joseph Lapin – VP of Marketing at Bisk
Connect with Greg Graham | Follow us on LinkedIn | Website |
Episode Summary
In this episode of Sunny Side Up, host Brian Hopper interviews Minnie Dimesa, Executive Vice President of Advanced Media & Marketing at ICON Media Direct, discussing the future of connected TV and the exciting concept of "clean rooms". Minnie provides her expert insights on how big publishers like Roku, Disney, and Samsung leverage secure data-sharing environments to offer advertisers more accurate consumer targeting capabilities. The discussion extends to the infancy stage of clean rooms, their potential applications in future planning, measurement, and attribution, as well as the role of beta programs in figuring out the best use cases for this technology. Minnie also discusses her favored industry resources and the professionals who inspire her in the B2B space.
About the Guest
Minnie is EVP of Advanced Media & Marketing at Icon Media Direct, an independent Performance Media agency in Los Angeles California. As EVP of Advanced Media, she drives the Advanced TV practice forward to ensure that Icon maintains its leadership position of innovation in the industry. She is a veteran marketer with vast experience working across many industries.
Connect with Minnie Dimesa
Key Takeaways
- Clean rooms are environments where data is shared securely between publishers and advertisers, improving targeted advertising efforts.
-
Big publishers like Roku, Disney, and Samsung are venturing into clean rooms, still in their infancy.
-
Clean rooms help in future planning, and understanding where customers view content and what type they're viewing.
-
Beta programs are a significant part of working out the best use cases for clean rooms.
-
EMarketer is a go-to resource for Minnie, providing topical and relevant research in the media and marketing industry.
-
Media Post is another recommended resource, keeping one up-to-date with the marketing world.
-
The technology from Rembrandt allows for the dynamic insertion of product placements, creating a unique viewing experience.
-
The company uses automatic content recognition technology to get granular, deterministic data about linear television.
-
This technology aids in combining measurements from linear TV and streaming TV, giving a holistic view.
-
Convergent television, a combination of linear television and connected TV, is the new frontier in TV advertising.
-
ACR technology has a transformative effect on TV advertising, providing a higher level of measurement accuracy.
Quote
“[OTT] is no longer a little niche play or channel that a few people are dabbling in and experimenting with. It's something that needs to be part of the day-to-day discussions when we talk about media." - Minnie Dimesa
Recommended Resources
Newsletters
- Insider Intelligence’s eMarketer Newsletter
- MediaPost
Shout-outs
Julian Mintz – Head of US Brand Sales at Roku
Omar Tawakol – CEO at Rembrand
Danny Reuben – Senior Director of Sales at VideoAmp
Connect with Minnie Dimesa | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Erik Blaze interviews Mary Gilbert, CMO at Folloze, who shares her expertise on navigating the new marketing landscape and ABM-driven strategies. The conversation covers the concept of agility as a prominent factor for CMOs, the importance of customer engagement as a valuable asset, and the need for a holistic and personalized approach. Mary emphasizes the shift from traditional demand generation to ABM on steroids, combining insights, targeting, and measurement. They also discuss the integration of third-party and first-party intent signals, the transition from outreach emails to a value-added engagement approach, and the significance of ABM-driven demand gen.
About the Guest
Mary, CMO at Folloze, has over 20 years of experience in leading integrated B2B marketing organizations. She led digital transformation for Microsoft, HP, and Cisco, introducing B2B buyer journey alignment. Mary launched early ABM programs for companies like Centrify, Microsoft, and Ingram Micro CloudBlue. Passionate about team culture, organizational effectiveness, and digital transformation, she offers a unique perspective on market dynamics.
Connect with Mary Gilbert
Key Takeaways
-
The concept of agility has become increasingly prominent in the minds of CMOs, as companies need to adapt quickly to the digital-first environment and evolving market dynamics.
-
Engagement is the new currency of pipeline momentum, serving as a beacon of insight and guiding every action of the entire go-to-market team.
-
CMOs must effectively drive engagement and utilize it as a valuable asset for building a robust and predictable pipeline.
-
Traditional go-to-market strategies and conventional demand generation methods, such as relying solely on MQLs are losing momentum in today's landscape.
-
The integration of third-party and first-party intent signals provides valuable insights for personalized engagement and supporting buyers throughout their journey.
-
Ineffective use and understanding of data systems can be a common hurdle for organizations, and it's important to have experts who can maximize the potential of marketing technologies.
-
Centralization and decentralization need to be balanced in organizational design to empower frontline marketers and enable personalized experiences while maintaining brand integrity.
-
Revenue teams should transition from solely relying on outreach emails to providing a holistic engagement approach that focuses on value creation for customers.
-
Aligning sales and marketing metrics and strategies and developing coordinated plays that support personalized information and leverage intent signals is crucial.
-
Breaking down silos and ensuring everyone has access to the same experience platform and data helps create a seamless experience for buyers.
-
Marketing operations (MOPS) teams play a vital role in transformation and should be considered a valuable resource for insights and strategic implementations.
-
ABM-driven demand gen model is gaining popularity among CMOs as a means to not only survive but thrive in the current market space, offering scalability, personalization, and agility.
-
Leveraging available data and insights enhances decision-making and optimizes team efficiency, resulting in an enhanced buyer experience.
Quote
“Technology is moving way faster than humans can adapt, and we're all still trying to catch up.” –Mary Gilbert
Recommended Resources
Books
- Scott Brinker’s Chiefmartec
- Sam Jacobs’ Pavillion Community
Shout-outs
Jon Miller – CMO at Demandbase
Jessica Kao – Senior Director, Marketing Operations and Martech at Cloudflare
Jason Widup – VP of Marketing at metadata.io
Connect with Mary Gilbert | Follow us on LinkedIn | Website |
Episode Summary
In this episode of Sunny Side Up, host Jon Miller interviews Heidi Bullock, Chief Marketing Officer at Tealium, to gain insights into navigating tough economic times in the realm of B2B marketing. The conversation delves into four crucial areas of focus: efficiency, driving meetings in customer accounts, delivering bad news, and managing team growth during downturns. Heidi stresses the importance of understanding customer pain points by regularly engaging with them to identify their needs and concerns. Transparent communication is highlighted as a cornerstone for building trust and credibility, especially when delivering unfavorable news. Keeping messaging simple, focused, and repetitive emerges as a powerful approach to ensure information retention and audience engagement. Additionally, Heidi offers valuable advice on optimizing team productivity, certifying members for specific tools, and utilizing project management platforms like Asana to enhance collaboration in global teams. As a leader, she emphasizes the significance of promoting growth opportunities for team members during challenging economic times.
About the Guest
Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. She is currently the CMO of Tealium, one of the largest independent and most trusted customer data platforms (CDP). Before Tealium, she held leadership roles at Engagio and Marketo.
Connect with Heidi Bullock
Key Takeaways
-
Focus on four key areas: efficiency, customer meetings, delivering bad news, and team growth during downturns.
-
Set clear goals for both net new logo acquisition and customer expansion.
-
Regularly interact with customers to stay attuned to their needs and pain points.
-
Prioritize transparency when delivering bad news to build trust and credibility.
-
Keep messaging simple and focused to resonate with the audience.
-
Utilize repetition to reinforce important information and ensure it sticks with the audience.
-
Build efficient teams by organizing and leveraging existing content and tools.
-
Certify team members for certain tools to increase efficiency and autonomy.
-
Use project management tools like Asana to facilitate collaboration and visibility in global teams. - Offer growth opportunities to team members even during tough economic times.
-
Involve global teams early on in projects to ensure their perspectives are heard and incorporated.
-
Product marketing should focus on customer pain points and storytelling for impactful messaging.
-
Have an optimistic approach as a leader during challenging times.
-
Drive expansion by dedicating resources to customer-focused efforts in marketing and customer success.
-
Success in B2B marketing lies in clear goal setting, customer-centricity, effective messaging, and strong leadership.
Quote
"I think maybe the role of marketing in many cases stays the same. It's just where you put your focus and energy changes." - Heidi Bullock
Recommended Resources
Book
- "The Happiness Advantage" by Shawn Achor
Blog
Dave Kellogg's "Kellblog"
Podcast
- a16z Podcast by Andreessen Horowitz
Shout-outs
Bhaskar Roy – Head of Marketing at Workato
Rashmi Vittal – CMO at Productiv
Chandar Pattabhiram – CMO at Coupa Software
Connect with Heidi Bullock | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Jordan Saucedo interviews Marshall Hamilton, an expert in go-to-market strategy and customer profiling with over 10 years of experience. They discuss his current projects and initiatives at Sprout Social, how AI is impacting business execution, program management, internal tech stack, data governance policies, and creating operational effectiveness. Marshall shares strategies for scaling the business by looking at factors such as sales territories, customer density, segmentation, and resource reallocation. He also provides insights into having clarity around the direction of the business and how to provide it, as well as strategies for effective territory planning and understanding customer profiles. They also cover key metrics to prioritize when targeting customers such as firmographic data. Additionally, they discuss methods for maintaining data quality in a CRM system such as data governance policies and reaching out to thought leaders. Finally, they offer advice on how businesses can make during the current downturn such as cost optimization and adjusting pricing strategies.
About the Guest
Marshall Hamilton is a seasoned expert in go-to-market strategy and customer profiling, with a passion for helping companies optimize their sales and marketing efforts. With over 10 years of experience in the field, Marshall has developed a keen understanding of the intricacies involved in identifying and targeting the right customers across numerous organizations.
Coming from a sales background, both as a seller and leader of sales functions, Marshall has practical experience in guiding businesses to align their sales and marketing activities to maximize revenue growth and customer acquisition.
Connect with Marshall Hamilton
Key Takeaways
- Go-to-market strategy and customer profiling are essential for optimizing sales and marketing efforts.
-
The impact of AI on social media management and the democratization of data query are significant trends to consider.
-
Territory planning requires aligning talent with opportunities and providing clarity to stakeholders.
-
Regularly updating the Ideal Customer Profile (ICP) is crucial to adapt to market changes and prioritize metrics effectively.
-
Scaling a business involves strategic planning, including program management, internal tech stack, and go-to-market strategies for maximum effectiveness.
-
Focusing solely on customers who already buy from you can limit your ability to identify potential customers outside that group.
-
It's important to regularly revisit and refresh your ideal customer profile based on changes in business metrics and market dynamics.
-
Sales metrics evolve, with different stages requiring different measurements, such as deal size, conversion rate, and opportunity flows.
-
Firmographic data, including industry variables and site metrics, can provide valuable insights for targeting specific verticals.
-
Continuous improvement is key in devising a go-to-market strategy, involving feedback loops, postmortems, and learning from other companies' sales operations.
-
Processes and steps can be similar across different roles and industries, fostering growth and change.
-
Seeking different perspectives through postmortems, interviews, and external resources sparks creativity and prevents stagnation.
Quote
“Quick wins are great, but playing the long game and having that long-term strategy and execution is vital.” – Marshall Hamilton
Recommended Resources
Books:
- The Lean Startup by Eric Ries
- Predictable Revenue by Aaron Ross and Mary Lou Tyler
- Crossing the Chasm by Jeffrey Moore
- Tech Powered Sales by Justin Michael and Tony Hughes
Connect with Marshall Hamilton | Follow us on LinkedIn | Website
Episode Summary
In a world where businesses are constantly seeking effective strategies to connect with their audience and drive revenue, it is crucial to learn how to effectively leverage contextual keywords, collaborate for success, and make incremental changes for remarkable results. This episode explores the power of analyzing keyword intent and classifying them based on customer journeys, embracing collaboration between marketing and sales teams to maximize lead potential and revenue.
About the Guest
Branden Welch is the Director of Revenue Operations at Nerdery. He has over 16 years of experience in Revenue Operations, Sales, and Demand Generation. Throughout his career, Branden has gained valuable insights by holding both sales and marketing roles, which gave him a comprehensive perspective on the challenges and opportunities each discipline presents. Beyond his professional endeavors, he finds great joy in various outdoor activities such as fishing, hunting, and dog training.
Connect with Branden Welch
Key Takeaways
-
Analyzing keyword intent and classifying them based on customer journeys and problems enables businesses to create targeted content and outreach that effectively connects with their audience.
-
Instead of abandoning an initiative that isn't yielding desired results, making small adjustments and tweaks can lead to significant improvements.
-
By analyzing response rates, engagement metrics, and feedback, you can make informed decisions about which modifications are driving better outcomes.
-
Marketing and sales collaboration maximizes lead potential, secures meetings, and drives revenue.
Quote
“Finding the balance between moving quickly and measuring the right things is key. Don't overlook the importance of assessing the actual impact of your changes to drive the right outcomes." - Branden Welch
Recommended Resources
Blog:
https://distill.pub/
Book:
Endure: How to Work Hard, Outlast, and Keep Hammering by Cameron R. Hanes
Shout-outs
Abby Hill - Associate Integrated Marketing & Comms Manager - Hair Care at Johnson & Johnson
Amy Gregory - Corporate Marketing Director at OneNeck IT Solutions
Joseph T. Dunsmore - Founder and CEO, The Digital Truth.
Connect with Branden Welch | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Ryan Schimmel and Diana Morante discuss the marketing metamorphosis at Intelsat, exploring the transition from centralized to regional marketing and the key drivers behind this strategic shift. Diana highlights the significance of localization in connecting with specific audiences and emphasizes the importance of staying close to customers to adapt marketing strategies accordingly. They also delve into the dynamic focus markets of Intelsat, with a focus on Brazil and Mexico, driven by unique growth opportunities and cultural diversity. Diana shares valuable advice for B2B marketers, advocating for a customer-centric mindset, fostering a culture of innovation, and leveraging technology and automation to streamline processes. Throughout the conversation, Diana offers insights into successful regional marketing strategies and the role of partnerships in enhancing credibility and reach.
About the Guest
Diana Morante is the Senior Principal Marketing Manager at Intelsat Latin America. Diana brings a wealth of experience in leading regional teams, strategic planning, branding, and driving revenue growth in the technology industry. With a history spanning HP, Zed, Nortel, and Ricoh, Diana’s experience spans hardware, software, and services from a variety of go-to-market perspectives. She holds an Executive MBA from Florida International University and has completed coursework in renowned institutions in both Psychology and Digital Marketing.
Connect with Diana Morante
Key Takeaways
- Intelsat is a global brand with a mission to connect people, businesses, and governments to maximize human potential through network services and broadcast capabilities.
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The shift from centralized marketing to a regional approach aims to leverage local insights and better connect with target audiences to achieve relevance and trust.
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Brazil and Mexico are key focus markets for Intelsat due to significant growth potential and diverse business landscapes in these regions.
-Localization goes beyond translation and involves adapting marketing strategies to resonate with local audiences' cultural characteristics and preferences.
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Segmentation is crucial when entering new markets, enabling marketers to tailor messages and value propositions to specific regions.
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Building partnerships with local industry experts and associations can enhance credibility and expand reach in new markets.
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Embrace a customer-centric mindset by staying close to evolving customer needs, gathering feedback, and using data-driven insights to inform marketing strategies.
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Foster a culture of innovation within marketing teams, encouraging creativity, risk-taking, and ongoing learning to adapt to changing customer preferences.
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Leveraging technology and automation, such as AI, can streamline marketing processes, enhance efficiency, and provide real-time customer insights.
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When transitioning from a centralized marketing approach to a regional one, it's essential to conduct market research and analysis of competitors, cultural factors, and local business drivers.
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To succeed in a regional marketing approach, marketers should continuously communicate the value proposition and benefits of their offerings to customers and adapt to local regulations.
Quote
“Embrace a customer-centric mindset. Stay close to your customers, evolving needs, preferences, and pain points is key.” –Diana Morante
Recommended Resources
Books
- Influence: The Psychology of Persuasion by Robert Cialdini
- Dual Transformation by Clark Gilbert, Mark W. Johnson, and Scott D. Anthony
Blog
- HubSpot’s Blog
Shout-outs
Neil Patel – Co-Founder at Neil Patel Digital
Simon Sinek – Speaker and Author. Founder at The Optimism Company
Maureen Stevens – VP of Marketing at Intelsat
Connect with Diana Morante | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunnyside Up, host Joe Delamere interviews Palvi Verma, a marketing strategist with a distinguished career in financial services. Palvi shares her insights on the best practices for establishing successful Account-Based Marketing (ABM) strategies for organizations. She emphasizes the significance of obtaining internal consensus and undertaking thorough preparations, as well as the importance of comprehending customer perspectives and fostering a sense of urgency. Additionally, she offers valuable perspectives on the challenges organizations face when implementing partner models for sales. Moreover, Palvi discusses a highly acclaimed marketing framework that she employed, resulting in remarkable revenue growth from seven to 21 million within a single year. She delineates a comprehensive five-part process for effective marketing initiatives, encompassing the definition of an ideal customer profile, understanding the customer's worldview, identifying their needs, evaluating competitors, and devising a strategy accordingly. Lastly, Palvi elucidates how the art of storytelling and the use of visualization techniques can be instrumental in gaining the support and approval of stakeholders.
About the Guest
With a distinguished career spanning over a decade and a half, Palvi Verma has earned a reputation as a dynamic and visionary Marketing Strategist. Honing her skills with prestigious firms such as Goldman Sachs, JP Morgan, and Accenture, she has meticulously crafted her role within the financial services industry. She currently serves as the Marketing Strategy Leader at Westfield, a fast-growing international insurance company, where she continues to demonstrate her marketing acumen.
Connect with Palvi Verma
Key Takeaways
- 3 key elements for successful B2B ABM practices: internal buy-in, understanding customer worldview, and creating urgency.
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Challenges faced when selling through a partner model include having multiple partners and ensuring they are all on the same page.
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Ensuring that new employees get trained properly and keeping a tight eye on new employee training programs at partner agencies
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Making sure partners understand how the brand is different from competitors without just throwing money at them
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Adopting marketing strategies to maintain a competitive edge in a resource-constrained world.
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Internal buy-in and preparation are crucial for successful B2B ABM practices.
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Understanding the worldview of customers is essential in developing effective marketing strategies.
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ABM's success relies on focusing on key accounts and not constantly adding new ones.
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B2B organizations selling through partner models face challenges in ensuring consistent brand messaging and differentiation.
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Building strong partnerships requires training and aligning partner employees with the brand story.
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Maintaining a competitive edge in a resource-constrained world involves strategic channel selection rather than being present on every channel.
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Identifying underutilized channels can provide a competitive advantage and drive growth.
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Balancing creative thinking with analytical decision-making helps optimize marketing efforts within resource constraints.
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Timing plays a crucial role in gaining buy-in for new initiatives within an organization.
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Building a coalition of champions fosters collaborative decision-making and support for new strategies.
Quote
“You understand that art of standing out, understanding your brand story, and making sure there's a fit there.” – Palvi Verma
Recommended Resources
Newsletter
- Andrew Chen’s Blog
Books
- Purple Cow by Seth Godin
- Start with Why by Simon Sinek
Shout-out
Darryl Siryl – Chief Technology Officer at SiriusPoint
Lakshmi Reddy – Venture Partner at Sybilla Masters Fund
Connect with Palvi Verma | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Brian Hopper interviews Chris Clemente, a seasoned marketer and online marketing director. They discuss audience segmentation, content personalization, and the transformative impact of AI in B2B marketing. Chris emphasizes understanding the target audience and tailoring content to their needs. Data-driven segmentation, including sub-specialties, cohorts, regions, and age groups, is crucial for crafting effective messages. A/B testing is highlighted as a valuable tool to determine optimal strategies for different audience segments. Ethical considerations in AI marketing are explored, such as data privacy and transparency. Crafting relevant messages that drive engagement requires an audience-first approach, considering where people are in their customer journey. Technical writing's role in documenting processes and knowledge transfer is emphasized. Chris shares insights on balancing new technologies with expertise, and the importance of embracing AI responsibly. The interview also touches on Chris' background in web development and his recommended books.
About the Guest
Christopher is an Online Marketing Director. His background is in web development, but he has been working in email for the last 10+ years. He’s worked with agencies and ESPs, and also worked with clients from the American Cancer Association to the Academy Awards, along with running the marketing channel at WebMD. At Medscape WebMD, he oversees the email channel health of physician and healthcare professional users.
Connect with Chris Clemente
Key Takeaways
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Personalizing content based on audience data is essential for effective marketing campaigns.
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Segmentation allows marketers to target specific subgroups and deliver relevant messages.
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Understanding the customer lifecycle helps in crafting tailored content for each stage.
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Documenting processes and defining target audiences can streamline content curation and distribution.
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Adapting to new technologies is crucial for marketers to stay relevant and thrive in their field.
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Introverts have valuable contributions and should be recognized for their unique perspectives.
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Happiness cannot be solely achieved through money and fame; other factors play a significant role.
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Autobiographies and biographies offer insights into personal growth and different life experiences.
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Attention to design elements influences A/B testing outcomes and reader engagement.
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Storytelling skills are valuable in both screenwriting and marketing contexts.
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The impact of AI on industries raises concerns about ownership and creative expression.
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LinkedIn provides an effective platform for professionals to connect and network.
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The marketing industry is evolving and becoming increasingly complex, requiring ongoing discussions and resources.
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The value of continuous learning and adapting to changes in the marketing landscape.
Quote
“With AI it's either adapt and succeed, or you're just going to fall by the wayside.” – Chris Clemente
Recommended Resources
Books
- Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain
- Friends, Lovers, and the Big Terrible Thing: A Memoir by Matthew Perry
- Cinema Speculation by Quentin Tarantino
Podcast
- Scriptnotes Podcast by John August and Craig Mazin
Shout-outs
Fabio (Manuel) Carneiro – VP of Product at Nordstream
John August – Writer
Jordan Elliott - Director of Product at ieso
Connect with Chris Clemente | Follow us on LinkedIn | Website | LinkedIn
Episode Summary
In this episode of Sunny Side Up, host Randy Ilas interviews Gregory Callahan, Partner and Founder of Bain & Company. This episode explores the ways that companies are adapting to the new digital landscape due to COVID-19. It looks at how businesses can leverage their digital capabilities to personalize their offering and deliver leads faster. Additionally, it touches on the importance of understanding customer needs and creating an ideal customer profile, as well as providing bite-sized trials of products before purchase and leveraging independent third-party reviews to create a better customer experience. Finally, it covers how sales and marketing teams must work together to execute successful ABM strategies.
About the Guest
Greg Callahan is a Partner at Bain & Company. He works with tech-enabled businesses to help them accelerate top and bottom-line performance. Greg is also the founder and product leader for Coro Account Planning (Bain's digital account planning tool) and leads Bain's Account Planning and RevOps practices globally. In his work with Bain’s clients, Greg has developed a blueprint for getting the most yield out of your customers that have the most potential.
Connect withGregory Callahan
Key Takeaways
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The COVID-19 pandemic necessitated a significant pivot towards B2B marketing, with a focus on building digital capabilities.
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Traditional in-person interactions were replaced by virtual meetings and digital outreach.
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The acceleration in B2B marketing resulted in a merging of B2C marketing practices into the B2B realm.
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The importance of personalized and tailored marketing campaigns for different industries and customer segments.
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The concept of virtual sales emerged, allowing for specialized industry and product expertise to be present in customer interactions.
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Virtual selling has shown higher win rates, enabling more efficient and effective sales conversations.
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The challenge of determining the right balance between field-based and virtual sales resources.
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The significance of maintaining a positive and selling-oriented culture within organizations.
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The need for sales and marketing to work together as a cohesive system, driven by aligned incentives and open dialogue.
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The importance of focusing on high-quality leads and confronting "zombie pipe" to maximize efficiency.
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The shift towards agile sales and marketing plays is supported by a system that enables reps and teams to deliver results.
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The role of leadership involvement in bridging the gap between sales and marketing teams.
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Staying informed about the economy, industry trends, and competitor performance to better engage with customers.
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Seeking insights and perspectives from peers and industry forums to expand knowledge and test theories.
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The value of building a sales and marketing system that streamlines processes and allows for effective collaboration.
Quote
“Trust is earned, it's not just awarded. It does take time.” – Gregory Callahan
Connect with Gregory Callahan | Follow us on LinkedIn | Website | LinkedIn
Episode Summary
In this episode of Sunny Side Up, host Chris Moody interviews Jessica Woodside, an experienced marketer specializing in account-based strategies. They delve into the world of internal account-based strategies and discuss Jessica's approach to multiple markets and strategic focus areas. Jessica highlights the importance of collaboration and alignment with cross-functional teams, emphasizing the value of stakeholder input and the need to report meaningful metrics that align with organizational goals. She shares insights on celebrating success, maintaining work-life balance, and finding personal fulfillment outside of work. Jessica also emphasizes the significance of failing forward and taking risks in account-based strategies. She suggests creating personalized content and leveraging brand recognition to expand visitors' understanding of their product portfolio.
About the Guest
Jessica Woodside is an experienced marketer with a diverse background in literature, dance, and an MBA in Marketing. With over 14 years of experience, she excels in creating marketing strategies that blend digital and traditional tactics, yielding measurable results for B2C and B2B brands. Apart from her professional pursuits, Jessica is an avid reader, hiker, dancer, hot yoga enthusiast, and devoted cat mom.
Key Takeaways
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Strategic focus areas are essential when approaching multiple markets in account-based strategies.
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Collaboration and alignment with cross-functional teams are crucial for success.
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Meaningful metrics and reporting are necessary to demonstrate the impact of marketing efforts.
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Celebrating success and maintaining work-life balance is important for overall well-being.
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Failing forward and taking risks are key components of successful account-based strategies.
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Personalized content and leveraging brand recognition can enhance visitor engagement.
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Creating a dedicated workspace and setting boundaries contribute to work-life balance.
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Enjoying personal passions outside of work enhances fulfillment and productivity.
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Success in account-based strategies often comes from laser-focused targeting.
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Understanding intrinsic motivation is crucial for effective marketing.
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Balancing candor and trust within teams fosters a healthy work environment.
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Embracing failure and learning from it is an integral part of growth and improvement.
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Leveraging input from stakeholders can provide valuable insights and perspectives.
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Find the people in your organization who already understand the value of marketing.
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Report out on metrics that matter to the organization and are meaningful.
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Connect what you're reporting to actual ROI.
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Focus on case studies for specific problems solved for end users.
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Celebrate small wins and find traction with account-based marketing strategies
Quote
“Ultimately, you've only got one life, and you should enjoy what you do. You should be fulfilled by what you do, but it shouldn't be all that you do.” - Jessica Woodside
Recommended Resources
Books
- Drive by Daniel H. Pink
- To Sell is Human by Daniel H. Pink
- Radical Candor by Kim Scott
Shout-out
Dave Gerhardt – Founder at Exit Five
Connect with Jessica Woodside | Follow us on LinkedIn | Website | LinkedIn
Episode Summary
In this episode of Sunny Side Up, host Chris Moody interviews Maurina Venturelli, a marketing expert, about the power of a great message and bridging the gap between B2B and B2C marketing. Maurina emphasizes the importance of aesthetics, visuals, and relatability in marketing efforts, as well as the need for personalized approaches and building relationships in account-based marketing. She shares insights on the role of offers and experiences in engaging the audience and discusses the challenges of aligning product marketing and demand generation teams. She also suggests considering an executive coach, an educator, or even a child for inspiring perspectives on leadership and marketing.
About the Guest
Maurina Venturelli was born and raised in small-town Anaconda, Montana. Shortly after graduating college, she found herself in the Bay Area. Her marketing career started in social media, creating content for HopeLab, a non-profit dedicated to social innovation at the intersection of tech and youth mental health. From there she went on to product marketing at WhitHat Security and later found her way in Demand Generation.
Connect with Maurina Venturelli
Key Takeaways
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The power of a great message and its impact on attracting an audience.
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Bridging the gap between B2B and B2C marketing for more effective strategies.
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Emphasizing aesthetics, visuals, and relatability in marketing efforts.
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The significance of personalized approaches and relationship-building in account-based marketing.
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The role of offers and experiences in engaging the audience and creating memorable experiences.
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Challenges and benefits of aligning product marketing and demand generation teams.
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The importance of trust, resolve, and shared outcomes in marketing collaborations.
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Cultivating writing talent within existing teams through inspiration from magazines and other creative sources.
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Exploring the psychology of marketing and the need for understanding and empathy in messaging and communication.
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Recognizing the value of diverse perspectives, including those of executive coaches, educators, and children, for fresh insights and inspiration.
Quote
"Change is hard, but we need to embrace the idea of diversifying the way we go to market." - Maurina Venturelli
Recommended Resources
Book
- The Four Agreements by Don Miguel Ruiz
Shout-out
Kate Gigax – Founder at Development Corps
Connect with Maurina Venturelli | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Brian Hopper interviews Derek Hall, Senior Director of Solutions Engineering at ServiceTitan. They delve into the evolving dynamics between account executives and solutions engineers, highlighting the need for a value-focused approach. Derek explains the significance of adopting the Challenger Sale methodology, emphasizing the importance of teaching, tailoring, and taking control during the sales process. He emphasizes that prospects have limited time and attention, making it crucial to provide value and relevance to engage them effectively. The conversation underscores the balance between meeting customer needs and maintaining control over the sales process to convey the value story successfully. Derek also shares valuable advice he would give to his younger self, stressing the importance of embracing intellectual curiosity and continuous learning.
About the Guest
Derek Hall is the Sr. Director of Solutions Engineering at ServiceTitan. Over the last 11 years, he's worked his way from professional football player to entry-level sales development role to Sales Engineer, eventually building out the Sales Engineering org at ServiceTitan. Over the past 7 years, he's built a diverse team of 26 ICs and managers. He's also an advisor with Us In Technology, whose mission is to diversify the Tech C-Suite through mentorship and facilitating the hiring of underrepresented talent.
Connect with Derek Hall
Key Takeaways
- The relationship between account executives and solutions engineers is evolving towards a focus on value and problem-solving.
-The Challenger Sale methodology is influential in today's sales landscape, emphasizing teaching, tailoring, and taking control.
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Prospects have limited time and attention, so providing value and relevance is crucial during interactions.
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Tailoring the message and demo content to the prospect's needs is essential for engagement and interest.
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Balancing customer needs with maintaining control over the sales process is a challenge but necessary for conveying the value story effectively.
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The Challenger Sale methodology arose from the changing sales landscape post-2008 crisis, with more stakeholders involved in the buying process.
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Successful salespeople in the new buying climate challenge prospects and provide valuable insights and tailored solutions.
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Derek recommends embracing intellectual curiosity and continuously seeking knowledge and personal growth.
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Taking statistics and science classes seriously early on can shorten the learning curve in a tech career.
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Maintaining control over the sales process while being receptive to the prospect's needs ensures a coherent and impactful value story.
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Embracing a growth mindset and continuously seeking knowledge and personal development can accelerate professional success.
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Finding inspiration from diverse sources, such as sports, can provide valuable insights into leadership, mindset, and perseverance.
Quote
“Prospects have limited time and attention. If you're not making them feel like they're getting value out of their time, they're going to disconnect.” – Derek Hall
Recommended Resources
Newsletters
- The Daily Coach by Michael Lombardi
- Not Boring by Packy McCormick
Books
- Infinite Game by Simon Sinek
- The Challenger Sale by Matthew Dixon and Brent Adamson
Shout-outs
Simon Sinek – Founder at The Curve and Simon Sinek, Inc.
Ross Biestman – Chief Revenue Officer at ServiceTitan
Daymond John – CEO at The Shark Group
Connect with Derek Hall | Follow us on LinkedIn | Website
Episode Summary
In today's rapidly evolving marketing landscape, the need for digital transformation in the financial services industry has become crucial. As customers increasingly expect seamless experiences, striking the right balance between digital and in-person services can be a challenge. In this episode, we discuss how Fifth Third Bank embraces digital transformations while prioritizing customer support and human interaction. Explore the role of marketing in driving successful digital transformations and creating impactful customer experiences.
About the Guest
Melissa is an executive vice president and chief marketing officer for Fifth Third Bancorp. She is responsible for ensuring a client-centered, digital-first approach to all areas of the Bank. She also oversees the Bank’s Enterprise Workplace Services and Corporate Communications organizations. Melissa joined Fifth Third in May 2016 and has been integral to the Bank’s transformation to thrive in the digital world. She has designed an integrated and seamless customer experience across the organization.
Connect with Melissa Stevens
Key Takeaways
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A key part of balancing digital and in-person services is to ensure that customers feel supported throughout their journey without overly relying on digital or automated solutions.
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It’s important to combine meaningful conversations with quality data, insights, and integrations to help solve customer problems more effectively and point them to the right tools and solutions.
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Success in digital transformations requires understanding the "why," "how," and the people involved. Evaluate technology, processes, and people to make necessary adjustments and raise expectations based on customer experiences and the competitive landscape.
Quote
“It's not about marketing a product or hacking a product or service, it's about understanding those business’ needs, understanding those institutions’ needs and bringing them thought leadership, bringing them a great partnership.” – Melissa Stevens
Recommended Resources
Books:
- The Best Interface Is No Interface by Golden Krishna
- Start with WHY by Simon Sinek
- Learned Optimism: How to Change Your Mind and Your Life by Martin E. P. Seligman
Shout-out
Devika Mathrani - Chief Marketing & Communications Officer (CMO) at NewYork-Presbyterian Hospital
Connect with Melissa Stevens | Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Chris Moody interviews Jeff White and Carman Pirie from Kula Partners, a B2B marketing agency specializing in the manufacturing industry. They delve into the unique challenges and opportunities that arise in manufacturing marketing, offering valuable insights for marketers looking to succeed in this space. Jeff and Carman discuss the varying levels of ABM maturity in manufacturing organizations, ranging from traditional inside sales setups to highly integrated CRM and ABX platforms. They emphasize the importance of brand-building activities and the need to balance them with demand-oriented campaigns for long-term success. The conversation explores the concept of intent signals and how they differ in the context of longer sales cycles, prompting the exploration of experimentation and the pitfalls of pursuing perfect attribution. The guests also touch on the coin-operated model prevalent in B2B marketing and the significance of the polarity of the sale, highlighting the need to adapt marketing and sales strategies based on buying intent. Additionally, they address the current economic landscape and discuss how manufacturing companies are navigating supply chain shifts and making investments to stay competitive.
About the Guests
Jeff White
Jeff is the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.
Connect with Jeff White
Carman Pirie
Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients.
Connect with Carman Pirie
Key Takeaways
- The manufacturing industry faces varying levels of ABM maturity, from traditional inside sales organizations to highly integrated CRM and ABX platforms.
- Longer sales cycles in manufacturing require a different approach to identifying and interpreting intent signals.
- Experimentation is crucial in understanding what works and what doesn't, and perfect attribution should not be the sole focus.
- Balancing brand-building activities with demand-oriented campaigns is essential for long-term success.
Quotes
"Don't think that short-term experiments alone can revolutionize your brand or leapfrog your competition. Longer-term bets on creative platforms and content have a more significant impact." - Carman Pirie
"The polarity of the sale is not always in our favor. It's important to measure activities, adapt approaches, and create engagement even when the buying intent hasn't flipped." - Jeff White
Recommended Resources
Podcasts
- How I Built This podcast by Guy Raz
Books
- Any of Dave Trott’s Books
Shout-outs
Kristin Thompson Fallon – Founding Member at Chief
Mike Nager – Business Development / Program Management at Festo Didactic
Jessica Woodside – Director of Marketing at WIKA USA
Monique Eliott – SVP, Global Brand & Communications at Schneider Electric
Connect with Jeff White | Connect with Carman Pirie |Follow us on LinkedIn | Website
Episode Summary
In this episode of Sunny Side Up, host Katherine Noonan interviews Mike Head, the Chief Revenue Officer at impact.com, discussing the revolutionization of sales strategies and best practices for modernizing the sales process. The conversation highlights several key takeaways, including the importance of delivering a delightful customer experience and meeting buyers where they are in the information-rich landscape. They emphasize the value of transparency in sales, being open about both strengths and limitations and leveraging unbiased third-party information to guide buyers. The discussion also explores strategies for navigating risk-averse buyers, aligning solutions with strategic priorities, and adapting to the current economic environment. Mike also discusses adapting messaging and positioning in uncertain times, including CFOs in the process by speaking their language, understanding customers' persona, and aligning products or solutions to their problems.
About the Guest
Mike Head is an accomplished executive with a strong background in revenue generation and strategic partnerships. Currently serving as the Chief Revenue Officer (CRO) at impact.com, he is responsible for driving overall global revenue growth for the organization. During his tenure as the Chief Partnerships Officer at impact.com, Mike played a vital role in the company's growth journey, starting as an Account Executive and progressing to the Senior Leadership team. He worked across all go-to-market functions, building teams and partnerships, shaping strategies, and contributing to exceeding $100 million in annual recurring revenue (ARR).
Connect with Mike Head
Key Takeaways
- Emphasizing the customer experience and adapting to the evolving buyer landscape.
- Leveraging transparency and openness to build trust and credibility.
- Utilizing third-party information and unbiased reviews to guide buyers.
- Adapting sales strategies to address the challenges posed by risk-averse buyers.
- Aligning solutions with the strategic priorities of the company and its executives.
- Navigating the current economic downturn by refining messaging and focusing on key metrics.
- Incorporating CFOs into sales processes and speaking their language.
- Highlighting the importance of understanding company strategic priorities.
- Leveling up conversations to tie persona priorities with strategic objectives.
- Aligning solutions with top-line initiatives for increased success.
- Increasing CFO involvement in vendor contracts and scrutiny on single vendor line items.
- Adapting sales approaches to address evolving CFO engagement.
- Recognizing the value of strategic partnerships in driving revenue growth.
- Focusing on revenue generation, building teams, and shaping sales strategies for success.
- Taking risks to drive growth is no longer the primary focus in the current economic climate.
- The sales process should uncover pain points and make sure recommendations are specific and actionable.
- Multi-threading is important to understand the concerns and priorities of any given company.
- Messaging and positioning must be adapted to the times, with an emphasis on profitability, payback periods, customer acquisition costs, etc.
- CFOs are more involved in decision-making, so communication must be leveled up.
Quote
“It's all about the buyer. It's all about the customer experience. If you can deliver a delightful experience for the customer that both get some of the information that they need and helps them see a new way of doing business, you create wins for everyone involved.” – Mike Head
Recommended Resources
- The Transparency Sale by Todd Caponi
- The JOLT Effect by Mathew Dixon and Ted McKenna
- The Challenger Sale by Brent Adamson and Mathew Dixon
Shout-outs
Matthew Dixon – Author and Founding Partner at DCM Insights
Chris Orlob – CEO at pclub.io
Connect with Mike Head | Follow us on LinkedIn | Website
In this episode of Sunny Side Up, host Chris Moody interviews Graceanne MacDonald and Liam Moroney, co-founders of Storybook Marketing, to discuss the complexities of demand generation. They share insights and strategies for marketers to understand their buyers and create successful demand-gen campaigns. They emphasize the importance of convincing people that your product is valuable and educating them about your offerings. Outbound efforts build trust, and text messaging, and reach potential customers on a limited budget. They also discuss internal partnerships, understanding customer problems through sales conversations, content creation, conversion tracking, and storytelling for attribution. The conversation highlights the need for sales and marketing alignment, B2B marketing tactics, product maturity curves, and navigating the buying process.
Connect with Graceanne (Domino) MacDonald | Connect with Liam Moroney |Follow us on LinkedIn
In this episode of Sunny Side Up, host Brian Horvath engages in an enlightening conversation with Karen Stephens, Chief Revenue Officer at Revinate, about the role of AI and first-party data in the hospitality industry. They explore how AI is being embraced in the industry, its benefits in terms of automation and improved guest experience, and the importance of integrating AI technologies with first-party data. They also discuss the challenges hoteliers face in aggregating and leveraging data effectively, ensuring data privacy and compliance, and offering valuable recommendations for industry resources.
Karen emphasizes the necessity for hoteliers to align with evolving technology, compliance laws, and data privacy standards like GDPR. The conversation also touches on the benefits of industry partnerships for better data handling, using Revinate’s collaboration with Amazon Web Services as an example. To conclude, Karen advocates for the organization and effective utilization of data at different levels within the hospitality industry. This insightful episode offers a deep dive into the intersection of hospitality, technology, and data privacy.
Connect with Karen Stephens |Follow us on LinkedIn
In this episode of Sunny Side Up, host Erik Blaze interviews Jay Hinman, the VP of Marketing at Vibes, a trusted mobile engagement platform for enterprise brands. They discuss the evolution of Demand Generation (Demand Gen), highlighting how it has transitioned from being seen as a cost center to a revenue center, largely due to advancements in cloud-based marketing automation platforms and the rise of Account-Based Marketing (ABM). He delves into the shift in success metrics in the field and how Vibes helps brands nurture customer relationships on mobile platforms. Jay further explores the engagement gap between email marketing and mobile app marketing and the future of mobile marketing technology. Finally, they discuss navigating economic downturns and the power of testing and learning from small successes.
Connect with Jay Hinman |Follow us on LinkedIn
In this episode of Sunny Side Up, host Jordan Saucedo interviews Clint Buechler, a demand generation manager with experience in SaaS, FinTech, payments, and real estate. They discuss the importance of combining product marketing and demand generation roles to create a successful ABM program. Clint shares his insights on setting up the data structure, analytics, and testing for success. He also provides segmentation tips, leveraging tools such as chatbots for audience list building and competition monitoring, using firmographic, demographic, and technographic data, and integration partners to segment accounts. Additionally, he suggests looking at LinkedIn ads impressions and job titles when setting up campaigns to capture demand. Finally, they discuss the need for sales engagement and getting buy-in from sales and marketing teams as well as finding product-market fit and having the right message for the right audience at the right time.
Connect with Clint Buechler |Follow us on LinkedIn
In this episode of Sunny Side Up, host Katharine Noonan interviews Cristy Garcia, Chief Marketing Officer at impact.com. Cristy explores the skills and qualities a modern CMO needs to be successful in their business and career. She discusses the importance of being data-driven, understanding digital marketing channels, and having a creative mindset. She also explains why it’s important to invest in relationships and stay up-to-date with trends in the rapidly evolving marketing industry. Cristy then touches on advice for leveraging partnerships as a more efficient way to drive growth and revenue in challenging times. Finally, she talks about how CMOs can stay ahead by understanding Gen Z and the latest technologies.
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In this episode of Sunny Side Up, host Rory Costello interviews Michael McCunney, VP of Marketing at Revenue Analytics and winner of the 2022 CMO Club Marketing Award for Creativity and Storytelling. He shares his experience of applying to the CMO Club and getting rejected before reapplying with a larger company. He discusses the importance of investing in communities to build relationships, gain knowledge, and strengthen self-confidence. He encourages junior marketers to speak in terms of revenue, sales, and costs to earn respect from C-Suite peers. Michael also talks about his upcoming book, Marketer One, aimed at marketers who are a team of one or entrepreneurs who need to do their marketing. The book will offer practical advice on how to build and scale a MarTech stack, build a W2 team, and avoid landmines along the way.
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In this episode of Sunny Side Up, host Robert Hall interviews Chris Shakarian, a startup marketing leader, about the world of strategic data assets and their impact on modern-day marketing. Shak believes that companies can gain an advantage in the market by leveraging the strategic data assets generated by customers using their products. Rather than just talking about the value delivered, showing it through data is more effective in a world oversaturated with content and advertising. Chris emphasizes the value of software as a means to gather data and provide actionable insights. One example he highlights is Gong, a call recording tool that collects voice data and performs meta-analysis to provide insights on talk ratios and business outcomes. He also acknowledges the threat of ChatGPT, a generative tool for marketers, but argues that critical thinking and the use of strategic data assets are still crucial for differentiation from competitors. Chris stresses the importance of embracing the concept of a strategic data asset and using it for an unfair advantage in the market. By finding unique data within the product, picking insights that align with buyers’ needs, and exposing it through static forms or real-time dashboards, companies can create a unique marketing strategy that draws people in rather than just “shouting from rooftops.”
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In this episode of Sunny Side Up, host Isaac Atashkar interviews Ryan Almond on the evolution of Account-Based Marketing and how ABM has changed over the past two decades. From a salesperson’s one-on-one customer relationship to leveraging technology for personalization and a better customer experience, Ryan explains how to scale an ABM strategy enterprise-wide. He suggests piloting it first, setting shared goals between sales and marketing teams, leveraging technology, and building the right strategy. Also discussed is the importance of starting small, scaling deliberately and incrementally, and having a strategy in place before implementing technology. They also introduce the concept of an “account-based enterprise,” which speaks to aligning all functions within an organization to provide customers with a first-class experience throughout their lifetime relationship with the company.
Additionally, they discuss Artificial Intelligence, automation, and deflationary technologies that are aiding in this trend, as well as how companies such as Henkel have achieved success due to their long-term vision and focus on delivering value.
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In this episode of Sunny Side Up, host Joe Delamere interviews David Levy, Vice President of America’s Marketing at Foundever, about the power of growth marketing and the importance of taking a data-driven approach to the customer life cycle, from acquisition to engagement and retention to revenue generation. David discusses how personalization is key and why companies must focus on understanding customer pain points to tailor campaigns that will reach customers with the right offers in the right channels at the right moments. He talks about strategies for account-based marketing and what it takes to create an effective narrative. He also discusses generative AI, marketing strategy, customer experience, and other topics related to understanding consumer psychology. Finally, he addresses why marketers should keep the macro-context in mind while creating messaging that resonates with buyers.
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In this episode of Sunny Side Up, host Lisa Josephson interviews Marcus Lancaster, VP of Strategic Sales for Quad, who shares Quad’s journey from a family-owned printing business to a leading marketing solutions provider. They’ve expanded through organic growth and acquisitions, adding services like photography and content creation workflow solutions to stay relevant. Quad offers consulting and creation services throughout the marketing journey, and its 2023 brand campaign aims to raise awareness and highlight its unique approach. Marcus discusses Quad’s agile approach, focusing on analytics and audience curation to serve customers effectively. He stresses the importance of adapting to stay ahead, providing tailored solutions for success in the direct-to-consumer space. Marcus also advises career starters: to listen more, seek feedback, and embrace continuous learning.
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In this episode of Sunny Side Up, host Michael Malone interviews Clayton Ruebensaal on the topic of the obsession advantage and its importance in unleashing competitive edge and inspiration. Clayton, an experienced leader in marketing and analytics, shares insights on how obsession fuels the pursuit of extraordinary accomplishments, citing NASA’s success in getting a man to the moon. The conversation explores the challenge of getting different stakeholders on board with a singular mission, emphasizing the power of creating a unified focus on improving customer experience. Clayton shares how a focus on safety at Alcoa Aluminum Company led to better communication and accountability. The conversation also examines successful companies like Apple and Google that have chosen a central thought or identity as their key to success, emphasizing the advantages of a singular focus. Clayton also shares personal experiences at American Express during the pandemic, where focusing on helping businesses led to high ROI.
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On this episode of Sunny Side Up, host Rory Costello talks with Benjamin White, VP of Business Development at Ironscales, about his successful career building a sales team in cybersecurity. Ben emphasizes the importance of creating a familial culture, personalization in outbound sales communication, and hiring and training efficient business development representatives (BDRs). He also discusses the challenges of working remotely and provides tips on overcoming isolation through daily standup meetings, continuous learning, and supportive team culture. Ben stresses the significance of asking questions as a leader and embracing continuous learning for personal and professional growth.
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In this episode of Sunny Side Up, host Devan Cohen interviews Amy Vosko, VP of Revenue Marketing at PathFactory, about sales and marketing success in today’s market. She emphasizes the importance of technology to bridge gaps between teams and align resources. Amy also highlights the need for both sales and marketing to target audiences and prove their methods through a methodical BO process. She advocates for a holistic approach to account-based marketing (ABM) and emphasizes the importance of using smart signals for effective decision-making. ABM can be used to retain and expand existing customers by creating bespoke conversations and addressing their needs effectively. Amy encourages having a supportive professional community and giving back by mentoring others.
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On this episode of Sunny Side Up, host Rory Costello speaks with marketing expert Sherry Grote about supercharging your marketing organization. Sherry shares her experience building high-performing teams and emphasizes the importance of collaboration between sales and marketing teams. They discuss tactics for facilitating this collaboration and highlight the need for nimble, results-driven approaches. Sherry also shares her playbook for achieving growth through effective marketing strategies, including building a demand gen engine, partnering with the right companies, and creating hyper-personalized account-based approaches.
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In this episode of Sunny Side Up, host Katherine Noonan interviews VP of Product Jeff Freeman on hybrid engagement models. Jeff shares his career journey from small tech companies to Fortune 100 firms and startups, and his current role at Postal, where he focuses on offline engagement through corporate gifting and B2B connections. They discuss Postal's latest offering - Postal ABM - for account-based marketing (ABM), and the importance of offline engagement in today's saturated digital channels. Jeff emphasizes the need for a combination of B2B ads, email outreach, and offline engagement, and mentions that the new investment in Postal's product will lead to deeper ROI reporting. The conversation also covers virtual events and activities, the use of Postal's ABM product for marketing and sales alignment, and the importance of measuring engagement and ROI.
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In this episode of Sunny Side Up, host Rory Costello interviews Mishaal Murawala, VP of Marketing at MacroFab. Mishaal discusses how marketing can enhance business growth and customer relationships in the manufacturing industry. He highlights the importance of quality products and manufacturing, and how marketing starts before clicking on an ad. B2B manufacturing marketers face unique challenges due to a lack of marketing and measurement products. Mishaal stresses the need for agile marketers who can handle chaos and have expertise across different marketing functions. They also discuss how technology has changed manufacturing processes, providing valuable insights into marketing challenges and opportunities in the manufacturing industry.
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In this episode of Sunny Side Up, host Andrew Smith talks with Andrea Wrinkle, a leader in the IT channel space and a 16-year veteran of Insight Enterprises. Andrea shares her journey of helping Insight transform from a reseller to a bold solutions integrator, as well as how their core values of Hunger, Heart, and Harmony have enabled them to become the leading solutions integrator for their customers.
She dives into the e-commerce transformation led by Amazon alum Rob Green, which enabled customers to have a consumer experience when purchasing for B2B. She also explains how Insight is adapting to the current economic climate to provide products and solutions that help simplify complex processes, cut costs, and remain innovative.
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In this episode of Sunny Side Up, host Tara Quehl talks with Preethi Janardhanan, the Lead Product Manager at Rapid Finance. Preethi has worked at startups, Fidelity Investments, and American Express and is now focused on launching Rapid's Lending as a Service solution. Tune in to hear about her journey and how Rapid Finance was able to quickly implement a loan origination platform to help the Small Business Administration (SBA) launch the Disaster Recovery Program for Covid Idle in April 2020. Hear about how she was able to accept 700,000 applications on day one and how their experience opened up a new product journey for Rapid. Learn more about what banks and FinTech need to do to stay ahead of the competition, including providing tailored and scalable solutions that meet customer expectations such as speed, efficiency, and transparency. Discover what trends are driving lending as a service today, such as shrinking availability of capital to small businesses, understanding data analytics and trends to minimize risk, tighter regulations, and digital transformation.
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In this episode of Sunny Side Up, host Lisa Josephson talks to Waseem Kawaf, about how unlocking the power of real-time insights and customized flows can transform the customer experience. Waseem has an inspiring career path that started in investment banking and moved on to working with big-name brands such as Bowes, Dell, and Rite Aid on their digital innovation. He'll explain how Stanley Security transformed their site experiences to become more focused and journey driven through the implementation of a chat feature that revealed hundreds of customers with real needs. He will also be sharing his story and how Stanley Security transformed its website to be more focused and the journey is driven by using chat. They will also discuss how to create a connected, frictionless customer experience by leveraging chat and marketing automation, gaining C-level buy-in, measuring conversion metrics, tracking customer intents, and building machine learning operations teams.
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In this episode of Sunny Side Up, host Ryan Schimmel talks to Jordan Rost about how streaming is revolutionizing the entertainment and media landscape. Jordan, who leads marketing for Roku's advertising business, explains how streaming has combined the best of traditional television with digital precision and accountability. They delve into topics such as how streaming services are giving viewers more control over what they watch, sports viewership in the streaming world, and shifting from acquisition to retention and lifetime value for marketers. Jordan also shares insights on new ad experiences being explored in streaming services, such as brands being part of the content discovery experience and allowing ads to be shoppable on the TV screen. As well, he dives into how marketers can leverage data to deliver more relevant advertising in light of a current economic downturn and provides resources to better understand the relationship between technology and its impact on focus and attention spans.
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In this episode of the Sunny Side Up podcast, host Tyler Gambardella interviews Jorge Quant, Vice President of Strategy and Marketing for the Americas of Carestream Health, a worldwide provider of medical and industrial imaging systems. They discuss how Carestream adapted to the pandemic by creating virtual spaces to showcase their solutions, and the future of B2B marketing in the current economic climate, stressing the importance of solving customers' problems in a better and more efficient way than competitors to create significant and relevant value and differentiate themselves to maximize profitability. Jorge also discussed the importance of understanding the customer's needs and how it is key for companies to be able to create value and differentiate themselves. He also talked about how companies need to be continuously listening to their customers to stay relevant and adapt to the changing market conditions. Ultimately, Jorge emphasizes the importance of a customer-centric approach in B2B marketing, even in a downturn, to be able to create value and maximize profitability.
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On this episode of Sunny Side Up, host Eric McIntyre is joined by Dave Woolwine, Vice President of Sales for Americas at HackerOne. Dave has extensive experience in sales with mini high-growth companies and provides insights on the importance of building a high-performance team. Dave shares his journey from AE to leadership positions in the SaaS space and how companies should define their ideal employee profile (IEP) when hiring for high-growth positions. They discuss the difficulty and complexity of the hiring process for salespeople, as resumes often lack the information needed to determine if a candidate is suitable for the position. Additionally, Dave shares tips on creating an environment where employees can continually better themselves through training and leadership – even in a remote work environment.
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In this episode of Sunny Side Up, host Chris Moody interviews Julia McClatchy, a partner at McKinsey's Philadelphia office. Julia sheds light on the findings from McKinsey's new B2B growth equation report, which surveyed 3,500 B2B decision makers across 12 markets globally. Shel discusses how sales are increasingly becoming digital and how sales operating models are becoming more hybrid. Additionally, she explores the importance of using analytics and personalization to engage customers more effectively and to ensure sales teams are upskilled and trained properly. They also discuss the challenge of retaining top talent in the market and how companies need to get creative with their training approaches along with the disconnect between sales reps and managers in terms of understanding the key skills for customer growth as well as strategies for creating successful transformations. This conversation highlights the importance of hybrid selling in today's world as well as why it is expected to be the most dominant sales strategy by 2024. Join us as we learn best practices for building and designing world-class sales teams that emphasize collaboration, purpose, competitive compensation and incentive structures, lifelong learning, and a strong culture.
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In this episode of Sunny Side Up, host Eric McInturff interviews accomplished marketing leader Prachi Gore on building an agile go-to-market strategy. Prachi has nearly 15 years of experience in marketing, consulting, and driving demand generation, brand adoption, and operational efficiency. The guest shares her background in marketing, starting with consumer tech and digital marketing, and transitioning into B2B and large enterprise markets. The conversation also includes a discussion of Checkr’s strategic intent behind their acquisitions of ModoHR and GoodHire in 2020, and how they were directly tied to the company’s growth strategy, as well as potential changes and pivots in the go-to-market strategy that may be needed in the future.
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In this Sunny Side Up episode, Join Chris Allen and Jon Miller as they discuss building a content marketing organization that focuses on revenue marketing and meaningful content. Chris outlines four key players: governance, strategy, execution, and analysis. He discusses roles and responsibilities and the importance of a corporate narrative, leveraging technology to measure results, and staying up to date on trends. Chris also shares tips for maximizing reach and engagement on social media platforms and becoming a revenue center. Tune in for this insightful conversation about building a successful content marketing organization!
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Scott Brinker, VP of platform ecosystem at HubSpot shares his insights on the future of marketing technology. Scott discusses the concept of Martec’s Law and why organizations are not keeping up with technology’s advances. He discusses how change management is anxiety-provoking for many people, how marketers need to be strategic about which changes they embrace and talk about prioritization, and how marketers should think about using data to optimize their execution rather than just their technology.
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In this Sunny Side Up episode, host Jason Goldenberg interviews Jay Suggs, the Senior Director of New Business Development for Strategic Accounts and former Global Director of Diversity and Inclusion for Johnson Controls. They discuss how the concept of business leadership has evolved from managing to actual leadership over the past decade. Jay talks about his work in building and deploying diversity and inclusion initiatives within Johnson Controls, and his belief that inclusivity is essential for effective leadership. They also discuss Jay's role in cultivating new opportunities and clients as the director of business development for strategic accounts, and the exciting trajectory of Johnson Controls' digital platform and new platform solution, Open Blue.
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This episode of Sunnyside Up explores the importance of engaging with an audience on an emotional level in B2B marketing. Matt Quirk, Head of Digital Marketing for Insight Enterprises, joins us to discuss how understanding customer pain points and using emotional triggers can lead to successful campaigns. He shares his experience in applying psychology to marketing for Fortune 100 companies and small businesses alike and explains how organizations can pivot quickly to remain client-centric. Matt also provides insight into marketing and sales collaborations, multi-touch attribution, feedback sessions, optimization meetings, and other tactics that can drive digital transformation projects. He dives into an incredible project of his own which began with a single idea from marketing and resulted in vision work, machine learning, AI, data storage, cloud security, and more.
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Today’s guest is Jason Wilman, Head of Education Sales and GTM at Canva. Jason talks about how to sell to educators and make your products more user-friendly and intuitive. Jason discusses how the market depends on understanding the needs of educators and motivating them to use your products. That means focusing on impact rather than features, and providing training so that users can get the most out of EdTech applications.
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In this episode of Sunny Side Up, host Chris Moody talks with Neil Dowling, the chief marketing officer for Rightpoint, about go-to-market strategies for the future. Neil discusses the challenges facing marketers in the current climate, including the need to do more with less and the importance of articulating the value of marketing. He also highlights the opportunities that marketers have to demonstrate the value of their work and the potential for marketers to expand into new areas, such as talent acquisition. Overall, Neil emphasizes the need for marketers to come together to defend the value of their work in the face of increased scrutiny.
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In this episode of Sunny Side Up, Kim Kaminski, a technology marketing expert with more than 30 years of experience, discusses the importance of a strong and empowered leadership team for a CMO to focus more on market and strategy than day-to-day marketing activities. Listen in as Kim talks about how a CMO should have a bench across different areas of marketing and be able to make connections between different parts of the organization to prioritize and focus on customer needs.
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In this episode of Sunny Side Up our guest is Melanie Deziel. A writer, speaker, and author with a background in marketing and sales. Melanie discusses the importance of proving value to your customers, the difference between objective and subjective claims, the types of claims that you need to market a product successfully, and much more.
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In today’s episode, we have Jennifer Renaud discussing what it takes to initiate gathering consumer insights and the ways to use this data for better strategizing. Jennifer is responsible for driving the company's marketing strategy and recently ran its first B2C campaign, which used customer insights to target homeowners directly. She talks about how this research helped them understand their target market better and how it was instrumental in redefining the buyer journey.
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In today's episode, Naren Chawla discusses the concept of revenue intelligence and how it can help businesses improve their overall revenue cycle. He shares how revenue intelligence can help identify where revenue is leaking and the challenges and benefits of focusing on an organization's current customers to grow revenue. Listen as he explores some of the key metrics that should be tracked to optimize an organization's revenue process. Finally, he provides examples of how revenue intelligence can be used to improve an organization's process and impact its top line.
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In this episode of Sunny Side Up our guest is Megan Morreale. Megan discusses how contextual targeting capabilities have helped her work with clients in different regions and languages, and how trial error was necessary to perfect the localization process and how she learned about taking into account how global differences necessitate a different timeline for campaigns, as well as localization of content to make it culturally relevant.
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In this conversation, Colin Gerber, Revenue Operations and Strategy Leader at Socure discuss his career path, how he first got into sales operations, and his experiences working at different scales in startups and larger companies. Colin shares his insights on systematic reorganization, being mindful of the importance of clear communication across the organization, and setting the team up for success.
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In today’s episode, Benjamin Richardson shares his story on building a marketing organization within Stanley Black & Decker, which became a catalyst to the company’s success. Listen closely as he shares his insights on selecting the right metrics, tools, and technologies to effectively lead the organization.
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In this episode of Sunny Side Up, Kevin Knight, a seasoned marketing leader with deep experience in consumer and enterprise marketing, discusses the importance of a strong and empowered leadership team for a CMO to focus more on market and strategy than day-to-day marketing activities. Listen in as Kevin talks about how a CMO should have a bench across different areas of marketing and be able to make connections between different parts of the organization to prioritize and focus on customer needs.
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In this episode, Michael Jackson shares his insights on the art of marketing. Tune in to gather practical information as he offers advice for marketers on how to improve their workflows and identify opportunities earlier, which can help move projects forward more quickly and efficiently.
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Today’s episode features Shashank Salunkhe. Listen as he shares his wisdom on solving the B2B marketing challenges with ABM and MarTech with his years of experience. Shashank describes how the concept of ABM X.0 can be used to better understand the buying patterns and intent of customers. This information is valuable for sales teams when writing emails, giving demos, and negotiating deals.
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In this episode, Ray discusses Demandbase Data Labs, which specializes in data sets, and how they have built data sets that inform users when a contract is up for renewal and how customers can sell into businesses that manage fleets of vehicles. Fleet insight is a data set that allows customers to identify the size of businesses with fleets, the function of fleets within those businesses, and what technologies are being deployed. By understanding these details, customers can target potential business prospects or customers.
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In this episode, Paul Williams discusses the smart home industry in a lot of detail. He explains that a smart home is more than just a bunch of connected devices – it’s an experience that unlocks different possibilities for the consumer. For example, one possibility is that the home can be kept secure and monitored without anyone having to be there all the time. Paul also discusses product management and shares insights about how to identify candidates that would be a good fit for a position in this field.
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In today’s episode, Dan Cafiero speaks from years of experience when discussing the projection of marketing, particularly ABM. Listen in as he explains how to drive efficiencies by adopting a shift in campaign strategy. He emphasized the importance of targeting accounts and creating content based on where the customers are in the buyer’s journey.
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In today’s episode, we welcome Ikram Guerd as she shares her insights on how marketing has evolved and how marketers should be excited to take on the challenge of keeping up with approaches, technology, data, and tools. Listen carefully as she lays out practical steps to building up an efficient campaign and the key points to look for when conducting new business. She notes that it is especially important to take advantage of all the digital channels available to interact with customers.
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Today’s guest, Ann Handley, discusses her writing process and the steps for marketers to connect with their target audience. She explains the GPS framework and how it helps in turning your ideas into feasible steps that are both useful and memorable. She urges marketers to identify the goals of the marketing content and to focus on one person when delivering the message.
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Kris Barton talks about his career and how his passion for marketing and technology has led him to where he is today. He shares some anecdotes about learning from noteworthy individuals, such as Steve Ballmer, Steve Jobs, and Bill Gates, regarding leadership and time management. Kris also discusses how he instills a culture of accountability and responsibility in his company through local focus.
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In this episode, Gina Stracuzzi urges employers to promote a culture of accountability and to make sure that their senior executives are held accountable. She also provides advice to young women and to employers on how to create a productive and trusting workplace for both parties.
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In this episode of Sunny Side Up, Tom Keuten, who’s garnered 20 years of experience helping clients identify, adopt, and realize value from technology, joins the conversation to talk about how selling services from one business to another isn’t something to fear. Why go fast alone when you can go further with others? Tom dives into the importance of networking for life by building strong, genuine relationships, instead of just “pitch-slapping” people.
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In this episode of Sunny Side Up, Avishek Chakrobarty, who has well over 11 years of experience in enterprise sales and marketing across multiple industries, joins us to discuss the intricacies of account-based marketing. Avishek discusses how his team navigates large and complex enterprise deals that often span years in their sales cycles. We dive into strategies on how to keep leads engaged and nurtured through these lengthy and layered cycles, how he builds multi-layered, multi-channel campaigns, and pitfalls to avoid when doing ABM.
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In this conversation, Jill Santos Hutcheson shares advice on how to learn and grow in a sales career during tough times through value-focused selling. She emphasizes the importance of having a positive outlook, staying committed to your goals, and taking criticism well. She also recommends taking certifications or learning new skills to help you be even more successful beyond normal work.
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Being a true partner to your clients reveals drastic effects, such as having the clients approach the sales team with the thought of solving business problems collaboratively, and not perceiving the company as merely trying to sell. In this episode, William Schwartz shares how Alpha CRC establishes the Trust-based selling model and how they prioritize reputation. Listen in!
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This episode is jam-packed with information on tackling these questions. We welcome Bob Marsh to explain to us how consumers changed their preferences over a short time when it comes to sales and how businesses can go wrong in meeting this expectation. Listen closely as he explains the sound surround selling approach and how organizations can take advantage of this method. Tune in!
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In this episode, Teresa shares how storytellers use a variety of methods to create compelling narratives, including interviews with users, ideation sessions, and affinity clustering. In addition, she discusses the importance of formulating a clear value proposition and developing a story that is concise, accurate, and resonates with the audience. Listen in!
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In this episode of Sunny Side Up, Uttam Reddy joins the conversation to talk about sales enablement in the IT and SaaS space. Listen as Uttam discusses strategies to break the digital barrier when nurturing customer relationships. He dives deeply into the importance of onboarding and setting sales reps up for success. Uttam also shares key industry secrets on how to turn an economic downturn into a win.
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In today's episode, we're talking to Natalie Jackson from CBIZ about demand generation. Listen as she discusses how important it is for marketers to understand how a CRM system is architected and to be able to speak the language of the software to sell its story. She also mentions that sales teams must not be treated like data entry people and that respect is key when working with them. Finally, she suggests marketers understand further how a CRM system works and sell its story.
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Today on the show, Bobby Greenberg talks about emotional loyalty and how marketers can measure it to create a more engaging customer experience. He also discusses that by understanding the key drivers of loyalty, brands can focus their marketing on the most valuable customers. This is important because, during recessions, it is important to focus on creating long-term relationships with customers rather than just getting them to spend as quickly as possible. Listen in!
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In today’s episode, Mat Singer discusses the importance of building a resilient sales organization to maintain success in tough economic times. He shares his experience in coaching the sales reps to walk into renewal conversations to achieve success can involve using tactics such as quarterly business reviews and health checks. Tune in!
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In this episode, Nielsen’s CMO Jamie Moldafsky talks with Demandbase CMO Jon Miller about the importance of knowing your audience. Jamie shares insights on what marketers need to know to understand their audience, the qualitative and quantitative data that can help in this endeavor, how frequently marketers need to reassess their audience, and much more.
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The shift towards green growth is a major trend, and sustainable growth is key to success in today’s market. This episode brings you the insights of our guest, Sinem Hostetter, as she discusses the importance of green growth and how it can be a source of durable competitive advantage. She also shares the positive impact sustainability initiatives have on a wide set of stakeholders, including employees, suppliers, customers, and ultimately, society as a whole. Tune in!
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In this episode, we're joined by Leila Modarres. She believes that this new generation of employees are great storytellers and are conscious about being in alignment with their values. When it comes to retention, Leila shares how they are more likely to leave if there isn't a meaning behind their work. By investing in employee training programs and cultivating an environment where employees feel valued, businesses can help ensure that they retain top talent.
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In today's episode, we welcome Tom Gavin from ACI to tackle the e-payments system within the educational sector and the influence of the current macroeconomic headwinds that many people are facing. He shares ACI's solutions for alleviating some of those pains. Listen in as he shares advice on how companies can stand out amidst the intense competition.
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Maintaining a culture that inspires the team to grow and trust each other requires effective initiatives from business leaders. In this episode, we interview David Reid as he talks about his career in marketing and technology, and how his background shapes his approach to leadership. Tune in as he shares his story of how his unique experience with both sales and technology has helped his company thrive in today's competitive market. He also tackles the challenges companies face during the growth cycle and how leaders can take the opportunity to build better company culture.
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David Mead, Director of Sales Intelligence at Deluxe Corporation, joins Andrew to discuss how he uses data to shorten the sales cycle and help sellers get in front of actionable buyers. As open market data becomes more valuable and software as a service tool becomes more prevalent, sales processes are becoming increasingly complex. However, this doesn’t automatically translate into more profits. David shares the value of sales intelligence and how companies can more efficiently allocate their sales resources.
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With all the technology and tools available at our disposal, companies should consider ways to transform digitally to keep up with the times. How do we promote and execute this journey for organizations? Sandesh de Silva discusses how executive buy-in is necessary for a successful digital transformation. He provides advice on setting goals, coming up with a strategy, and attracting and retaining stakeholders with the right mindset. He stresses the importance of asking questions to get the right answers and advises leaders to do their homework before embarking on a digital transformation journey.
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It is no secret that changes in data policies are taking place and that we are moving towards a cookieless future. Is this something marketers should be afraid of? In this episode, Louis Cohen argues otherwise by presenting the ways companies can leverage by mindfully managing data. He tackles how the tools to thrive exist, but companies need to know how to piece them together. Tune in!
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The scientific method helps in solving various problems and for Brooke Melia, it meant merging her data-centered left brain with her creative-obsessed right brain, which allows her to think through customer interactions holistically. In this conversation, Brooke shares Matterport’s approach to ABM campaigns, which focuses on driving results through a combination of using various channels and personalization. She also mentions that having a scientific background helped her identify problems and hypotheses, conduct research, and execute targeted campaigns. She adds that it is important to keep testing campaigns constantly to ensure success. Listen in!
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Gender bias is a subject many companies may now be aware of but not necessarily focused on. The indications of this misconception may not even be obvious and even be driven by the subconscious. Because of this, it is important to introspect and allow for dialogue to pinpoint existing and potential areas for improvement in handling gender bias. In this conversation, Jenny Fuss shares some real-life situations of gender bias in organizations and the action steps to take as leaders to help fight against this erroneous perception.
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How powerfully has AI affected the MarTech space, and how will businesses benefit from it? Today’s conversation features Vinod Kumar. Tune in to gather insights on how AI evolved remarkably and is being adopted by businesses in a wider fashion, moving closer to the business user. Listen closely as Vinod goes in-depth on what AI can do to help businesses grow and thrive in an ever-changing landscape.
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With the competitive marketplace, how do we successfully build a brand? In such a chaotic environment - COVID-19, the Great Resignation, and now an economic downturn, how do we attract and retain top talent? In this episode, Julia Stead dives into the practicals on implementing a systematic marketing plan, focusing on investment, marketing research and analysis, and understanding the growth stages of the company. Listen closely as she offers advice on what leaders can do to attract and keep top talent and the ways to create a supportive work environment. Tune in!
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Rebranding companies, especially that of a huge organizations is a big feat. What are the elements of a successful brand convergence? In this episode, we interview Mark Owen Burson, CMO of Nice North America, about demystifying brand convergence. He goes in-depth into Nice's strategy for rebranding and expanding into new markets. The key aspect of brand convergence is understanding the impact that rebranding will have on the partners, as well as the end users. Tune in for more practical advice on upholding the customer focus and company culture throughout the shift!
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Technologies are only as important and can only be as successful as the strategy and people that you have around to support it. The science of marketing strikes a balance between utilizing the latest marketing technologies and building the right team. In this episode, we talk with Jared Gardner, who has held growth in demand generation roles at other high-growth software companies. He shares how marketing teams can leverage technology to reach their full potential.
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In today’s episode, Jeevan Duggempudi is speaking to us about applying data fabric artificial intelligence and machine learning to make a step change improvement in business operations. He identifies the common challenges enterprises face when scaling their insights initiatives, most notably in the areas of data availability and scalability. Also, he shares his observations on the impact of decentralized data and how this structure allows teams to own their data in a much more manageable way and allows them to provide insights to the business stakeholders faster.
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How do you understand ego? When it comes to leadership, what does it take to be truly transformational? In today’s episode, our guest, Dena Mayne tells the story of how she overcame adversity and earned an unconventional path to a successful career in marketing. She discusses her leadership style and how it helps her cultivate talent and bring out the best in others.
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In this episode of Sunny Side Up, we welcome our guest, Murilo Juchem. He discusses how data science can be used in product management. He shares how data science can help position the effectiveness of a product, quantify the value created by a product, and determine the price. Listen in as he shares insights from his experience on real-world projects and working with people in the organization employing data science principles.
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What does it mean when marketing responds to customer needs? In this episode of Sunny Side Up, we have Brian Wagner. Listen in as he talks about how technology has transformed and how marketing must adjust to create a fantastic customer experience. He points out that to capture a customer's post-purchase experience, marketers must have a robust technology stack that includes data analytics and customer insights.
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Customers are now being empowered to the point where they can walk into a dealership and know more about the product than the salesperson. How does this affect marketing strategies; how should revenue leaders approach this? Today's episode with Jay McBain is about the changing revenue cycle and how companies must consider new partnerships and strategies to keep customers engaged. He mentions that the key to success in this environment is to be cross-functional and think about your company in terms of the channels it operates. He also emphasizes the importance of being present in every channel to remain competitive.
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In this conversation, our guest, Chris Johnson, discusses how important it is to have a good relationship with clients and partners to be successful in sales. With the data available to sales teams nowadays, it becomes easier than ever to make informed decisions about product selection and pricing. Listen closely as he also emphasizes the importance of building trust and relationships with clients and partners to create a win-win situation for all involved.
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In today’s episode, we welcome Kyle Robinson. Listen in as he discusses keeping operations aligned with sales goals and ensuring a seamless transition between sales and customer interactions. He also discusses how to approach change from a customer's perspective and ensure that the focus on a product is aligned with business outcomes.
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In this episode of Sunny Side Up, Mariana Prado Cogan, a marketing professional with over 20 years of experience, joins the conversation to talk about how digital marketing can drive results with sales. Listen in as Mariana discusses how marketing is in a digital transformation and how technology allows marketers to build a predictable engine that can deliver on expectations.
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In today’s episode, get to know our guest, Ana Milicevic, a thought leader in the marketing space. She discusses the importance of third-party cookies, how they are used to connect different entities, and how privacy concerns have led to them fading in the coming years. Listen in as we discuss the changes, including browsers being able to block or restrict third-party cookies and the effects on how browsers are becoming even more privacy-friendly.
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In today’s episode, Mindi Cox, discusses the importance of a deep relationship in business and how companies need to be aligned with their customers' goals if they want to be successful. When companies are not aligned, it is doomed from the start. Taking a closer look at the people involved–the employees (internally) and the customers (externally)–and focusing on their experience to allow impact is the way.
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Rowdy Clagg is on the show to discuss the company's recent efforts to use data analytics to improve customer experiences. He has been in the analytics space for many years and has a wealth of knowledge to share about how companies can use data to deliver better customer experiences. He discusses how using analytics can help businesses improve efficiency and performance and align teams more effectively. Rowdy shares his story of overcoming homelessness and hardship to become a successful podcaster and entrepreneur. His story provides listeners with insight into the importance of persisting through difficult times and pursuing your passions.
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Jennifer Ravalli from PandoLogic joins Harry Leavitt to discuss the importance of an integrated marketing strategy. Jennifer outlines four key content themes that ladder up to the brand message, how they align with marketing, and how they influence revenue. She also discusses how an integrated approach helps marketers deliver their message most efficiently. Listen in as she shares her perspective on the importance of MQLs as a leading indicator of successful marketing and sales integration.
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AI systems are biased and can mimic human biases in hiring, which can lead to unfair outcomes for diverse candidates. In this episode, Lindsey breaks down the ways to prevent this. She is passionate about helping companies build good interviews that measure attributes that are important for a particular job and assess all the candidates in the same way. With the help of quantitative methods and policies that are comfortable for candidates, companies can counteract this issue.
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Private networking refers to the ability of businesses and consumers to connect directly with each other instead of relying on third-party providers such as cellular networks or ISPs. 5G is a significant technology shift that will allow for even faster connections between devices. Private networking is an important part of the transition to 5G, as it will allow for more efficient use of bandwidth and increased reliability.
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What are the keys to staying relevant for a long time? How do legacy brands do it? It takes a lot of effort and observation to keep up with the times and Devon Watson’s experience in Diebold Nixdorf attests to this. Listen closely as he talks about some of the challenges that come along and the marketing strategies to employ in the aim to transform a brand over time.
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Sales and marketing need to be aligned at a high level but also be aligned on the specific tactics or campaigns or accounts targeted to maximize impact and success. Tracking sales growth is critical in making the most informed decisions about where to allocate your resources. It's important for both sides to feel supported and work together as a team, not just go their separate ways. The key is to align strategy with execution and navigate the complex challenges of running a successful business.
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Scaling Go-To-Market requires strategy and further consideration of the variances in regulations and compliance measures. In this episode, our guest, Bas Paumen, discusses the tactics and shares horror stories in dealing with this transition. He emphasizes the importance of due diligence and contingency plans in the process. Ultimately, the goal is to elevate the consumer experience. By being closely involved with the customers, defining the rate of satisfaction, expectations, and call-to-action become easier.
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Robbie is Movable Ink's Associate Director of Financial Services Strategy, supporting Financial Service clients to leverage Movable Ink technology to reach their business objectives. Prior to joining Movable ink, he spent 8 years at American Express driving customer lifecycle strategies for the Small Business, Consumer, and Foreign Exchange business units with a focus on increasing share of wallet, driving the best customer behavior, and optimizing production efficiency. His ten years of customer marketing experience include omnichannel experiences across email, mobile, direct mail, web, and social media.
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In her career spanning over ten years, Lubaina has been an Animator, Business Analyst, Project Manager, Product Marketer and now an Account-Based Marketer. She has helped both product and business teams create a strong brand presence, powerful positioning and a focused go-to-market strategy. Lubaina currently leads the Account-Based Marketing practice at Thoughtworks for its high priority accounts. She has helped set up the ABM process for the organization and piloted its global ABM program, scaling it from 9 to 30+ accounts.
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Are you struggling to keep up with the ever-changing technology, economics, culture, and movements in the world? It can be hard to stay on top of all these changes while still selling to customers effectively. But according to Dillon Nugent, VP of Demand Generation at Khoros, it’s not impossible. In this episode, Dillon recommends that companies get their customers involved at all levels of their business, create a dialogue with them, and make sure they are constantly learning and keeping up with changes in the industry.
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Dillon Nugent is the VP of Demand Generation at Khoros. She started her career in the advertising industry, specializing in highly scalable campaigns for mass-marketed consumer brands fueled by cultural drivers and innovation across packaged goods, athletics, fashion, and auto, just to name a few. She then branched into the B2B world, focusing on product innovation with transformation teams that were responsible for experimentation and finding new growth opportunities at their companies. Today, she continues to innovate in the tech industry with both programmatic and account-based strategies.
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Join me in this episode and learn how to leverage advanced analytics for your business!
- The reason Viswanath Srikanth pursued a career in analytics.
- What is “cross channel diligence,” and why is it important?
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This episode of Sunny Side Up provides a definitive rundown on the magic behind MEDDPICC. David Weiss, Regional Vice President of Sales at Seismic, breaks down the acronym and explains its applications. He is passionate both about helping sellers reach their full potential and hitting their goals. With his focus on creating a lasting impact on clients and forming partnerships at all levels, David uses targeted gap analyses to create effective, groundbreaking solutions (about which you can learn more from his Psych & Sales Podcast). In addition to explaining the MEDDPICC sales qualification methodology, he also shares speedbumps that can bog down the process and foundational MEDDPICC elements essential to a successful implementation. Hint: Knowing your pain points and decision criteria are the critical first step. Our guest also offers up some resources for further reading.
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Karl Van den Bergh is Chief Marketing Officer of Gigamon and is responsible for global awareness and demand for the Gigamon solution portfolio. Throughout his 20+ plus-year career, Karl has held go-to-market and product leadership roles in $1B+ tech companies as well as working as part of the executive team at early-stage startups.
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In this episode, Jeremy Foster talks about cross-functional collaboration’s do’s and don’ts. He breaks down what cross-functional collaboration is, his framework for it, and how he prepared himself to become a cross-functional leader. Jeremy also shares the challenges and opportunities he’s come across during cross-functional collaboration and how to leverage a project management organization (PMO) for success.
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In this episode, Timothy Humphrey talks about driving data adoption. He breaks down what a data platform and data services are, how to help your customers adopt your data platforms and services, the top “land mines to data adoption” you should be aware of, and more.
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In this episode, Nielsen’s Tina Wilson talks about the shifting sands of consumer behavior and measuring ROI as power shifts to consumers. She shares her perspective on how consumer behavior and marketing tactics have changed since 2000, avoiding overwhelming consumers, the differences and commonalities between B2B and B2C buyers’ journeys, what technologies marketers are using right now to help them make decisions, and much more.
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This episode of Sunny Side Up features Suhas Uliyar, a leader in the world of enterprise software and cloud platform technology who has held multiple leadership roles both as a start-up founder and as a key member of executive teams with such companies as Oracle, Motorola, and SAP. As VP for Digital Assistant, AI & Integration at Oracle, he is currently responsible for multiple cores and innovative cloud solutions and has fascinating anecdotes to share about career highlights as well as insights into what he sees ahead as the pace of AI and digital transformation accelerates.
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In this episode, Ryan Bearden talks about how the right content strategy can shape today’s B2B buyer journey. He shares the best B2B content strategies he has come across in his marketing career, what role content plays in effective sales enablement, and how B2B buying practices will evolve in 2022 and beyond. Plus, Ryan shares his thoughts on why marketing hasn’t evolved to adapt to the digital landscape as quickly as it should have.
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This episode of Sunny Side Up features a business leader whose growth mindset is the key to inexhaustible energy and driving long-term business success. Keith Sampson, National Sales Director for North American Bancard, learned early in life that adversity could serve as a block or an invitation to learn. He has chosen the latter at every turn, including when pandemic shut down his bread-and-butter roadshows overnight. Within a matter of hours, he had reimagined his sales outreach program and ramped up virtual conferences that were attracting hundreds of attendees within weeks. Learn how Keith’s 3E’s fuel sales and how purpose-driven businesses are the key to a meaningful – and fulfilling – life.
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In this episode, Sarah Gieringer talks about the future of digital payments and their impact on B2B businesses. Why it’s important for marketers to learn the business they’re marketing, the biggest lessons she’s learned about disruption, the mindset needed for succeeding in a new company division, the types of data or intelligence she’s using to identify the right customers, and what you can expect for the future of B2B financial services.
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This episode of Sunny Side Up features Gary Hurry, international marketing director for the global analytics giant IRI. Over the past year, he has instituted cross-department alignment around account-based marketing (ABM), yielding great results. Previously marketing lead at Thomson Reuters, he has a strong track record driving major revenue growth within B2B and B2C brands. Gary is an innovator and visionary who shares his passion for implementing and optimizing commercially successful ABM systems for marketing purposes and equally as a demonstrable engine of growth through the identification of leads, retention, and expansion of business. He also offers up some recommended reading and advice for marketing leaders interested in the step-by-step process entailed in rolling out an ABM initiative.
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This episode of Sunny Side Up features Ash Parikh, chief marketing officer at Druva. As a marketing visionary with deep knowledge of B2B and SaaS, he offers a unique take on the transformational impacts of pandemic and accelerated digital advances over the past two years. No single CMO can juggle the multiple roles required – field marketing, digital, partner marketing, content marketing, demand gen, corporate gen, branding. That’s why Ash urges hiring the best possible team, offering leadership that empowers and promotes strategies like ABM and AI-driven prospecting for optimal results. Personal touch and live engagement will always be important, but a confluence of factors has now also created a parallel hybrid sales and marketing universe that Ash believes is here to stay.
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This episode of Sunny Side Up highlights a company that has made Diversity, Equity, and Inclusion a focal point within the workplace – not just for now but in the future. C Space CEO Jessica DeVlieger and Kisha Payton, head of the company’s DEI Think Tank, walk us through their journey in the wake of the pandemic and Black Lives Matter. Their workplace program no longer checks a box or offers a bandage. Rather, Jessica has taken the trauma of George Floyd’s murder and used it as a springboard to make C Space a model for meaningful change. She and Kisha share their experience in starting difficult conversations and the internal work that had to be done before the company could even start to think about promulgating a DEI agenda among clients. They have put in place systems to advance authentic understanding and programs with actual teeth when it comes to things like hiring. Most of all, Jessica says, there is a firm, bold, ongoing commitment to making space for marginalized voices to be heard. Operating from a place of respect and communication makes good business sense, but at C Space, it’s also personal; something is woven daily into the culture’s core values.
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This episode of Sunny Side Up breaks down the biggest challenges – and smartest strategies – for taking mergers and acquisitions from execution to implementation. In his role as director of global sales & service ops at Siemens Digital Industries Software, it’s Jeff’s job to smooth the way when organizations need to come into alignment quickly post M&A. Among other things, he leads Sieman’s integration team, which is responsible for driving the process from alignment to critical systems deployment to continued operating efficiency and seamless user experience. For sales teams, the news of an acquisition or merger often comes as somewhat of a surprise and maybe disturbing or distracting. Not, however, if companies act intentionally and undertake some of the measures that Jeff describes in this conversation, including strategies to leverage technology, communications, and data analytics.
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This episode of Sunny Side Up features someone who has his finger on the pulse of today's television viewing habits – which in this world of streaming, browsing, and multiple devices is a more complicated accomplishment than ever. In his role as EVP at Nielsen and MD Demand Side Media, David Hohman has found new ways to understand and leverage both Nielsen's longtime role as America's source of advertising metrics as well as leading-edge access to viewer behavior as it's quickly evolving today. This conversation touches on an overview of CTV terminology, consumer privacy requirements and constraints, the most effective ways for B2B marketers to leverage ad buy (Hint: Integrating as much as possible with content is a big one) and what advantage Nielsen derives from its unique partnership with Roku, the #1 device in America for enabling TV and movie streaming services.
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In this episode of Sunny Side Up, the focus is on career success as anything but a straight line. For Utkalika Badu, Managing Vice President for Global Sales Strategy and Operations at Gartner®, the trajectory has been steep and often unexpected. She shares her journey from preconceived notions based on university classes to on-the-ground experiences that have shaped an entirely different conception of what it takes to be a successful leader. Along the way, she has picked up a wide range of skill sets, always prompted by curiosity and a willingness to stretch and take a risk. Utkalika offers advice to would-be leaders on their ascent and uses lessons from sports as a great metaphor for business success through collaboration and team building. You'll also enjoy some evergreen book recommendations!
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This episode of Sunny Side Up highlights not only a huge marketing success story (a 50% increase in demand generation in under three years!) but also the step-by-step strategy our guests used to get there. Alberto Cantor, senior director of demand generation & corporate marketing at ArisGlobal, has taken the company's historically sales/product-led culture from virtually no marketing function to a sophisticated, multi-pronged program. The B2B SaaS company, which is based in the life sciences sector, has enjoyed organic, sustained growth as well as branding awareness and improved user acquisition and engagement. Alberto has grown his team 6x over in his brief tenure and acquired buy-in among the top executive ranks. How has he done it? This conversation reveals his process – from the initial campaign to secure buy-in with metrics and demonstrated results to reinventing marketing basics (such as email and website content) to the massive overhaul of a legacy CRM system that – once cleaned up – started to yield amazing results. Alberto shares tips and tricks in this methodical look at the anatomy of a marketing department from conception to robust maturity!
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This episode of Sunny Side Up brings the latest and greatest data from McKinsey & Co., where guest Liz Harrison is a partner specializing in all things B2B marketing and commercial growth. She provides insights from recently released research that will shape how B2B decision-makers choose to interact with customers going forward. The number of available sales and marketing channels has exploded, which has crowded and complicated the field. Liz sorts out where resources should be allocated (which generally follows what she calls “the rule of thirds”) and why, despite huge leaps in e-commerce adoption, the “personal touch” still matters. You’ll also be interested to hear about how companies best leverage data analytics and what key leadership style elements many “super-executives” to share.
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This episode of Sunny Side Up features Jeff Perry, chief revenue officer at Carta, a cloud-based provider of equity management solutions. This fast-growing company started out as a provider of software products but has grown to include an equity management platform now serving more than 20,000 companies (at all stages of growth) as well as more than 2 million investor, law firm, and employee accounts. Originally known as eShares, the company's initial focus was on capitalization tables and valuation software. But these days, Jeff is responsible for marshaling core products and burgeoning new frontiers related to investor relations and data and computational tools. Learn about Carta's latest offerings, sales strategies for keeping up with what's on the horizon, and recommended reading for anyone interested in the world of business.
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This episode of Sunny Side Up features Shivani Bhatt, who has made the art of integrating data science across marketing team functions. In her role as Director of Analytics at Zuora, she is laser-focused on the integration of data analytics, strategic marketing, and growth operations. She shares insights into the role metrics have to play and where they inevitably fall short if all stakeholders are not brought along throughout the process. Shivani believes the tools and insights data science affords very often originate in the service of marketing functions but ultimately, as organizations scale and evolve, can play a centralized role across the enterprise. You'll hear about some of the people who have influenced her development as well as recommend reading for anyone who shares her passion for all things marketing: demand generation, performance metrics, and growth strategy.
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This episode of Sunny Side Up features Aimee Johnson, a marketing dynamo whose career portfolio has included a unique mix of consumer and tech brands. She shares insights about what it takes to build and maintain a marketplace niche that resists erosion. As CMO at Seattle-based Zillow, an online real estate platform, Aimee is daily tasked with protecting a brand that is vulnerable to a perpetual onslaught of challenges from competitors and generalized social media noise. Her leadership style, developed through personal reflection and evolution, is a big part of what Aimee brings to the table. She’s constantly assessing the landscape and figuring out how to identify corporate brand and marketing needs. Another primary focus is empowering those around her, especially in the C-suite, to nurture, grow and protect one of their company’s most valuable assets: Brand identity. Enjoy this lively conversation with a marketing pro who’s sharing wisdom along with tactics for ascending to that next rung on the managerial ladder.
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Advertisers and agencies both need to come to the table – and right from the outset when it comes to optimizing outcomes. How, when, and why that should happen is the focus of this episode of Sunny Side Up, which features Earl Potter, Senior VP of Media Analytics at Quad. He brings extensive experience with technology and analytics, helping clients get the most out of their market investments by finding the right combination of technology, method, and analytical framework to optimize media spend. Before joining Quad in 2019, Earl worked in senior positions at some of the largest global media analytics firms, including Gain Theory, a marketing effectiveness consultancy that is part of WPP, and Mediabrands, the media and data arm of Interpublic group. He shares insights on advertisers and agencies – how they can best leverage ad dollars and maximize ROI through candid communication, planning, research, and transparency.
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In this episode of Sunny Side Up, Alina Gubavu, Director of Analytics and B.I. at Microsoft, shares her change management philosophy. A voraciously curious lifelong learner, she has expanded her roots in Romania and taken flight in the world of business intelligence. Reflecting on the key elements of her success, Alina recognizes the power both in being a mentor and staying perpetually open to mentoring. Progress comes in pieces, she says, and it takes a network pulling together to identify, sort, and leverage those pieces. Change management is a cornerstone to Alina’s work, helping organizations optimize operations through business information, data analysis, and decision-making support. But none of it works without intentionality, clearly identifying goals and mitigating risks. Productivity means different things to different companies, but there’s always a value-add available if you can get buy-in and stay open to what’s on the horizon. “See change happening,” she says, “and embrace new waves of change in order to continually grow your business.”
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Aditya will talk to us about helping marketing and sales teams evolve and stay updated on new trends by bringing together real-world insights. He will also help us understand the achievements of ratings and what is beyond the quadrants.
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Andres Ceballos is a trusted district advisor and manages initiators and programs that focus on Salesforce's portfolio growth and adoption. In this episode, Andres shares his experience in leadership roles from the past 20 years. He defines the difference between a mentor and a leader, highlights the significance of inner work, details how to change our thought process effectively.
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This episode of Sunny Side Up highlights a pioneering Chief Data Officer who shares what the role means and why it has grown increasingly important within the enterprise. Inderpal Bhandari, named Chief Data Officer of the Year 2017 by the CDO Club, has moved through several roles at IBM, but none has been more transformational than his current C-suite presence as CDO. He and his teams have been empowered to accomplish in-house at IBM what companies of all sizes want most to see: Growth in the top line, expansion of the bottom line, and overall risk reduction. Data transformation, AI, and cybersecurity are the three main pillars for getting there. With his methodology, Inderpal has found ways not only to leverage data in myriad ways but also to create transformation within the IBM culture – that adoption piece without which, says Inderpal, there can be no meaningful or sustainable implementation. You’ll enjoy Inderpal’s front-line observations and some recommended resources for learning yet more about what’s on the horizon as enterprises seek to transform data into business value.
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Call it what you like: Paradigm Shift, Transformation, Revolution. Whatever the term, the pandemic has prompted a global realignment. The concept of remote work, which used to be doled out reluctantly, overnight became the new standard. This episode of Sunny Side Up invites guest Jo Powell to assess the results. Change has been perhaps most profound among public institutions once known as lumbering and committee-heavy. Thanks to Covid19, the landscape changed completely. Decision-making was accelerated, and deployment of resources is agile by necessity. Technology was leveraged to improve data management and quality of life. Enjoy this conversation about the future of remote work in a world that will never go back entirely to business as usual. Jo is among those embracing change, getting creative, and adapting in ways that will benefit workers and organizations alike.
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Aaron talks about the competitive market space and how to adapt and adjust to the fast pace B2B market changes to stay ahead in the game. He explains how to build a revamping go-to-market strategy, design a successful marketing campaign to promote your products, and boost sales. Aaron also shares some of his personal experiences, use cases, and tips to speed up with the evolving changes.
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Andy Niemann will discuss with us how the world has changed for B2B since the pandemic, the challenges, and how to overcome these challenges in new innovative ways.
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Eduardo will be talking to us on starting and accelerating digital transformation initiatives and will walk us through how we help small and large-scale companies to go through the digital transformation.
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Jieun Chung will be discussing with us the art of succeeding events, constant pushback and will take us through the journey of her career path and what the challenges she faced and how she successfully overcame them. She will talk about the cultural norms she has come across and how one can adapt and learn new things.
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Giorgia Favaretto today will explain to us how to think on your feet and pivot on a dime and learn how to survive a real crisis, sharing her experience on how to offer value to customers, how to communicate and support them. She also talks about managing clients and employees and encouraging them to practice a work-life balance.
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Ratul Sengupta today will be discussing with us about driving business impact using data from a customer experience perspective, solutions that empower brands to build strong relationships with their end customers through meaningful connections that boost their brand value that create shareholder value. He also talks about how to create innovative solutions and reduce customer effort driving a higher customer experience engagement plan.
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Mark Turner explains go-to-market planning for a brand new division with zero historical data. How do we upscale a business using the first-party intent data and analyze customer behavior patterns to understand their pain points and offer solutions?
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This episode of the Sunny Side Up podcast packs the whole expanse of technology into a conversation with one of the industry’s longtime innovators. George Gatsis, who has been leading seamless enterprise-level business and digital transformations dating back to the days of mainframe computing. He shares his insights on ever-accelerating rates of tech development as well as the impacts of AI, big data, and machine learning – all nascent but here to stay. Also, George suggests two critical elements to effectively managing remote workplace environments (trust and metrics) and recommends some valuable reading you’ll want to check out.
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The first draft of anything is going to be imperfect, but that’s the point! This episode of Sunny Side Up features Claudia Virlanuta, CEO at Edlitera, who wants to empower even the least technical of executives to leverage data science and analytics. It starts, however, with a willingness to feel foolish or even outright fail. While some 81% of executives believe big data is key to enterprise leadership, a majority of the same sample group believe themselves to be ill-equipped and most likely unable to acquire the necessary tool kit. Not true! Claudia lists the barriers to effective data adoption and management – as well as some very concrete strategies for removing those stumbling blocks. Some of Claudia’s solutions require no more than enlisting help from team members or taking a couple of basic online courses to become conversant on your own. A big part of leveraging data science is creating and supporting its integration within the workplace culture. And you don’t have to have a Ph.D. to do that. Just be willing to feel awkward or elementary – and open to learning something new. Enjoy this info-packed session with a data science and machine learning expert who knows how to future-proof teams and businesses by turning data into profits.
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Acquisitions can be anxiety-provoking on many levels, but there are ways in which marketing has a very specific (and useful) role to play in smoothing the way. This episode of Sunny Side Up features Stacy West, Chief Marketing Officer at insight software, who shares some of the tools she has developed to facilitate the M&A process. With some 20 acquisitions in the past three years alone, insight into both organic and inorganic growth. The goal is to be a world-class company fueled by both the acquisition of companies and the extension and growth of their products. Stacy explains how marketing due diligence requires its own set of metrics to measure a target’s maturity, depth of resources, and ability to integrate out of the gate. She also recommends tactics for team-building and creating a sense of transparency that helps unsettled employees stay focused on big-picture unity and how they can contribute. And, speaking of contributions, the single most important thing that individuals at any level of the marketing structure can do is be proactive. Speak up, stay relevant, offer suggestions and run with any opportunity. In fast-paced, high-intensity environments, executives are less interested in rank than they are in engaging with employees at any level who strongly desire to be in the mix – and say so! Enjoy this lively conversation with a woman who uses her global management experience and unique marketing lens to help us learn how to navigate the world of M&As.
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This episode of the Sunny Side Up podcast features a sales pro who got his start in an unlikely place. Corey Kleinbauer, a Boston-based sales executive with SAS, planned a career in the mental health space. When he decided to switch his focus to sales, it turned out that the psychology skill sets he’d studied transferred with great results. As VP of Sales, Corey has developed and led a team producing double-digit growth year over year. He shares with us valuable insights about how to develop meaningful trusted advisory relationships, turn curtailed pandemic travel to the best advantage and make inroads with C-suite executives through hustle, homework, curiosity, and empathy.
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This episode of the Sunny Side Up Podcast features Kristopher Clark, a Silicon Valley visionary who has built his career on the results-oriented product, project, and business relationship management for consumer-facing products. He’s uniquely positioned to talk about something top-of-mind for companies across every enterprise sector: Digital Adoption. The conversation covers both tactical and strategic issues, including insights from Kristopher’s current work as Head of Digital Adoption & Content at ServiceNow and throughout a career that has also encompassed important roles at Allergan, Genentech, and Silicon Chef. He has a passion for what he does that will inspire you to reconsider all things Digital Adoption – and more!
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Senior VP of Sales, Dale Limes shares an approach that imagines Halo’s sales team as an extension of their client’s in-house marketing function. The emphasis is on selling solutions, not just products, and constantly pivoting to identify and understand customer needs. If circumstances are fluid, as they have been with the unfolding pandemic, Halo’s philosophy is to get ahead of the curve and anticipate how best to provide branded merchandise that is not only an important promotional vehicle but also a source of fun and diversion. Dale shares his marketing perspectives and provides some interesting resources to consider, along with a shout-out referral for a future interview.
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In this episode, Raja Narula talks about the power of traditional marketing and digital marketing. He speaks on his view of the current landscape of traditional and digital marketing, how they can work together to achieve sales goals, and the biggest marketing trends he’s been seeing. Plus, he shares wise words on the most powerful attributes of digital marketers.
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The impacts of supply chain disruption, which have been looming on the retail and e-commerce horizon for months, are coming into sharp relief as the holiday season kicks into high gear. This episode of Sunny Side Up features Yael Zlatin, whose marketing savvy translates across sectors and transcends pandemic-related challenges. National Sales Director and Head of Ecommerce at Adtaxi, she shares strategies for coping with the escalating costs of digital advertising and optimizing business intelligence (data that in many cases your company already owns for months into the future) into long-term marketing muscle. This is a lively conversation that every company navigating uncharted seasonal merchandising terrain will want to hear.
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This episode of Sunny Side Up is all about how to turn the successful sales reps fight so hard to achieve into long-term financial freedom and legacy wealth. Guest Matthew Buchalski has 15 years of experience with sales in both the financial/brokerage and high-tech sectors, but his wisdom extends beyond how to lead teams and close deals. He’s here to share best practices for sales reps and others interested in building wealth through smart investment planning and execution. The episode is full of great tips as well as resources to grow your knowledge base along with your financial bottom line. Join Host Asher Mathew for a turbo-charged conversation about what it means to pay yourself first, again and again.
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Growth is good, but it’s not always easy. As Senior VP for Technology, Mike’s role has been to guide the leading mobile engagement platform’s evolution with focus and intentionality. Hear about the process Airship deployed in defining what it does best and executing on strategies aimed laser-like at one goal: Being the best of the best. Mike provides a preview of his company’s upcoming Elevate 2021 online conference, which will include some exciting app unveilings, and he also shares some recommended reading for executives trying to foster a collaborative, ordinary but extraordinary, the culture of growth and development across the enterprise.
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Laurent De Grauwe is a leader among leaders; he is a Global Field Marketing Director - Business Applications for Microsoft. His goal is to balance the scale between people and business, to accelerate business while continuing to care for customers. In this episode, Laurent does a deep dive into the intricacies of building connections while earning trust and establishing credibility. He presents a forecast on what to expect for sales in the digital realm and lays out important details when forming lasting connections.
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Joanna Sim is the Director of Strategy Intuit Brand Storytelling and Experiences. In this episode, she shares how Intuit transforms customer insights and business strategies into amazing stories. Joanna uses the art of storytelling to capture the hearts and minds of people to form a narrative that captivates audiences.
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On this episode of the Sunny Side Up podcast, David Szabo of Palo Alto Networks shares a fascinating strategy that took him from a curious young coder through the full spectrum of roles within the sphere of tech product development – from inception through design, testing, marketing, sales, and customer experience. Once he got familiar with all the different hats, it was easy for him to identify the one that fits best and at which he excels: Sales Enablement. David is known as an innovator who supports reps and SE’s by challenging them to uncover their motivation and define their mission. Learn about the array of creative tools, live exercises, and training that David provides in order to set up his teams for enduring success in the field.
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In this episode, James Stone talks about investing in future growth and implementing meaningful automation, especially in your sales processes. James breaks down why investing in future growth is important, how automation in sales helps drive future growth, his framework for driving future growth in sales, and how to define key success metrics (KPIs) in your sales processes. He also shares valuable resources, like books and podcasts, so you can learn more about sales and growing your business’s revenue.
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On this episode of the Sunny Side Up podcast, guest Anna Baird—Outreach’s CRO of Sales and Development—shares her tips on moving from the VP role to the C-Suite, how to make sure you’re in alignment with the company you’re working for, and why taking time off to replenish your soul is so important. Anna is an executive with a rich level of experience that has led to her current role as CRO and on to the board of directors for Ticketmaster competitor, Screen Geek. Anna’s biggest piece of advice for leaders? Always be looking ahead to the future of your company.
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On this episode of the Sunny Side Up podcast, Dr. Chequeta Allen joins us to talk through marketing in the healthcare sector, the growing trends around data analytics in healthcare, and how patients and healthcare providers alike are taking advantage of social channels and social care to revolutionize general health and wellbeing. Dr. Allen discusses the nature of social channels and the kind of data that can be mined there, how some providers are offering next-level care through a harmonized customer platform, and how investors are helping healthcare providers bridge the wellness gap between in-office care and patients’ daily lives.
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On this episode of the Sunny Side Up podcast, Anoop sits down with Zoom’s Doug Starzak to talk about co-selling, optimizing meetings, and how to engage partners in a co-selling organization. Co-selling is really an organization that has adopted a fully integrated go-to sales model, but engaging all partners in a co-selling operation is not easy. Throughout their conversation, Doug offers some of his best practices when it comes to co-selling organizations, and the two wrap up their conversation by discussing the books Doug thinks everyone should read in their lifetime.
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On this episode of The Sunny Side Up podcast, guest Natalie Yancy of Belo + Company comes on the show to talk about all things sales, leadership, and what it looks like to be a leader outside of the office. The pandemic has changed a lot about sales and marketing, and Natalie gives listeners a step-by-step overview of how her team managed the pandemic and how it continues to affect them and their clients. But the pandemic is not the only change sales and marketing has had to weather recently, sales have changed dramatically over the past 10 years, and Natalie gives some insight into why she believes that is and how companies can respond to their client’s changing needs. The episode concludes with Natalie’s best advice to those looking to become the next sales leader, including leading with empathy, having a personal board of directors, and putting your team’s success above your own.
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In this episode of the Sunny Side Up podcast, Sam Novaha breaks down how we can build customer trust in the era of a new industry. She believes we can add value and create more trust for our customers through digital marketing. During our conversation, Sam shares insights into how to actually build for your customer’s real value, real relationships, and real impact in the post-pandemic world.
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On this episode of the Sunny Side Up podcast, Zack Ciesinski sits down with Anoop to talk about his time as a sales leader at Stripe. Zack has a wide variety of experience in sales and shares his advice about how to nail your sales pitch, the concept of transparency-based sales, and how the role of the seller is not to act as support—it’s to go after businesses and talk to them about the challenges they’re facing. The episode concludes with Zack’s word to managers about choosing which opportunities to spend the time on, plus a few resources he recommends to sellers and managers.
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In this episode of the Sunny Side Up podcast, Michael Stowe of RingCentral introduces us to the concept of developer marketing and how this new form of marketing builds relationships between a company’s software developer and those creating said software has emerged as this new world of developer marketing. A former software engineer himself, Michael shares how he got into developer marketing, why companies should consider developer marketing, and some of the common misconceptions about the field. The episode concludes with Michael sharing his best piece of advice for individuals and companies looking to adopt developer marketing.
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In this episode of the Sunny Side Up podcast, Sam Gong dives into why we should change our ideas about data science to empower marketing, sales, and the growth of your company. Sam explains that, up to this point, data scientists have more or less lived in their bubbles because key people don’t understand just how valuable it is. Sam wants key leaders and thought movers in business development to see that using smart data can help narrow the discrepancies in the sales funnel and create more opportunities for generating revenue. His model based on a grading system uses data science to “rate” prospective leads, which allows sales to take them on more confidently, giving them back time to pursue other leads. During the episode, Sam breaks this down along with some other key reasons the best biz dev people in the world should be using data science. He wraps up with some advice to the young entrepreneur, a solid book recommendation, and a few shout-outs to industry leaders we may one day see here on Sunny Side Up.
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This episode of Sunny Side Up reveals tactics that every aspiring executive’s go-to-market toolkit should contain. Philip Moyer, VP of Strategic Industry Teams at Google, understands what it takes to build out an effective sales and marketing team. Over a career that has also seen him in top roles at AWS and Microsoft, he has developed a keen understanding of what works and doesn’t when it comes to ramping up. Great sales teams are built on vision, insight, and honesty – all of which Philip provides along with vivid examples from his own sales journey. Enjoy this lively, informative conversation!
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This episode of Sunny Side Up is all about demystifying data science with Celeste Fralick, Chief Data Scientist at McAfee, as our guide. She outlines some of the basic questions that companies (and particularly Sales and Marketing teams) should be asking their data scientists. The models for Artificial Intelligence (AI) that go out into the field are critical to business success – and constantly at risk of decay and vulnerable to bias. If you want your company’s investment in big data to pay off over time, models out in the field need to be monitored. Celeste provides a detailed breakdown of what that monitoring should look like and what elements those focused on the go-to-market need to ask their data science team about as well as a track for optimal results.
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This episode of Sunny Side Up offers a cutting-edge approach to sales optimization. Caroline Tarpey, VP of Sales and Customer Success at QuotaPath, deploys data to transform cultures and create a positive peer-to-peer feedback loop. She shares her coaching methodology and some of the sources that have informed it, such as the “Nudge” framework. The goal is to motivate individuals and improve team performance by leveraging data in a positive rather than punitive way. Caroline gives us a step-by-step guide to using this innovative behavioral approach to define trouble spots, accelerate sales and strengthen overall team morale.
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This episode of Sunny Side Up is all about the power of marketing – and the unique obstacles associated with it. As Chief Marketing Officer for Veracode, Elana has built her career on some key fundamentals, which she shares with Asher in this engaging conversation. If you’ve ever wondered how to become a CMO and what it takes to excel at the job, this is the podcast for you. Elana reveals tips and tricks for building a powerful marketing platform and making sure that everyone company-wide understands the value it brings. Marketing ROI may be hard to measure, but Elana will equip you with smart strategies for getting the message across, both inside your company and out in the marketplace.
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This episode of Sunny Side Up focuses on Lifelong Learning, a value woven throughout Carolee Gearhart’s fascinating, highly successful career. Vice President of Worldwide Channel Sales and Global SMB Sales, she has taken a path uniquely her own and shares with Asher the elements she believes are critical to leadership success. She offers actionable advice for those looking to optimize their career development, including:
- Be willing to work with people with whom you disagree.
- Be willing to admit you don’t know what you don’t know.
- Make the extra effort to incorporate diversity in all its forms.
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In this episode, David Wakeman talks about the journey to leadership, detailing his candid thoughts on having a growth mindset, the role of a sales leader, and how to drive change as a sales executive. David speaks on the challenges and opportunities that come with adapting to change, especially during the digital transformation of the pandemic, along with how he inspires and shapes his team as a sales leader.
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In this episode, Zarina Lam Stanford shares her perspective on marketing and the many ways in which branding equates with a substantial return on investment. She explains why inclusion and diversity transcend the realm of HR, offering corporate leaders a way in which to unify messaging across the enterprise and out into the marketplace. Over a career that has spanned different corporate cultures and geographies, Zarina has seen the power of distinguishing between a local “go-to-market” approach and a carefully cultivated corporate brand identity – and shares thoughts on how to leverage both.
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In this episode, Rik Walters discusses data science for executives. We learn a new take on data science that talks about projecting and not predicting data. Rik dives deeper into the nuances of anonymous ID tagging, explaining how it’s being used by companies and brands today to provide a better customer experience and to skyrocket sales!
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In this episode, Bryan Urioste discusses rebuilding a brand and the intricacies that go into that process, beyond coming up with a new color palette or logo. He shares the process behind rebranding and offers his perspective on what is most important when starting - including his definition of rebranding vs. refresh.
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In this episode, Heather Adkins discusses account-based marketing, sharing the tips that she's accumulated around planning and execution. She discusses what ABM is, how to practice joint-account planning and what are ABM KPIs, and how to measure them?
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In this episode, Matthew Sell defines what CMI is and goes on to discuss how the function of competitive and market intelligence has evolved and how CMI teams have had to adapt to the shifts. He also shares his observations on how he sees CMI evolving in the future as markets become more dynamic.
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In this episode, Patrick Moorhead discusses brand story innovation using Martech. He explains Rishad Tobaccowala’s concept of water vs. plumbing and how it draws a parallel to sales vs. marketing channels. He dives into the process of brand story innovation, novel ways for marketing and sales to work hand-in-hand, and strategies to implement buyer-friendly and sales-focussed marketing. Listen in!
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In this episode, Matt Sickler discusses the authenticity of the content. He talks about the importance of creating authentic content. He further mentions what the role of the subject matter expert is in verifying the authenticity of the content published.
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In this episode, Kerry Ok discusses how to scale your marketing content strategy. She mentions why it is important for B2B marketing organizations should consider scalable marketing content. She also talks about how to leverage using an artist approach while creating content and the hidden secrets of content writing.
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In this episode, Tim Downs discusses his shift from IT to sales leadership and the lessons learned along the journey. He discusses: What are the three Cs to achieving success in any position? What Mamba Mentality means? He also shares amazing tips for new leaders to become successful in their careers and life.
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In this episode, Sandeep Kumar talks about what commercial effectiveness is, why it’s important for B2B tech companies in 2021, and how to improve your organization’s commercial effectiveness. He details challenges you might encounter in your journey to improving commercial effectiveness and the key role of customer success in commercial effectiveness.
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In this episode, Ashton Moran talks about the evolution of executive search, detailing the biggest changes that have happened in the executive search industry over the last decade. He speaks on what it’s like to lead teams through challenges as a general manager of executive search, how Invenias is making an innovative impact on the executive search industry, and what the next big innovation in hiring will be.
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In this episode, Michelle Huff talks about testing at scale, highlighting her framework for testing as an in-house initiative. She shares insight into what testing is, why it’s an important process for marketers, and what it’s like to work with UserTesting for all your testing needs. Michelle also shares some of the top lessons she’s learned as an expert in testing the market.
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In this episode, Paroma Sen discusses marketing, specifically go-to marketing. She expands on the past, present, and future of marketing and the trends she’s witnessed over the years. We also learn about cultivating healthy relationships, having an agenda in our conversations, and much more. Listen in!
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In this episode, Jessica Vose talks about building content strategy from scratch, sharing what content and content strategy are, as well as her framework and approach to designing content strategy. Jessica also talks about the roles of a content team and the crucial lessons she’s learned from building content strategy over the years.
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In this episode, Kate Sheridan discusses marketing and the role of data in enabling the same. She shares insights from her experience working with different organizations, switching industries, and how drawing parallels from her past roles helped her grow in any new ones offered.
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In this episode, Jeff Grillo talks about the definition of a sales strategy. He mentions the key components of a strong sales strategy and explains why he refers to his salespeople as “sales athletes”. He also teaches about how to inject partners, channel resellers, marketing individuals, training and development etc into your sales strategy.
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In this episode, Scott Salkin talks about scalable demand generation tactics, including early-stage demand gen. He details how to get started with implementing demand generation tactics, how to scale them, and what you should do if your performance starts to plateau. He also shares his thoughts on category creation and Pulse, the conference his company started and grew from 500 to 6,000 attendees.
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In this episode, Alex Yakubov talks about how to thrive during an acquisition, shedding light on the reality of the acquisition process. Having lived through multiple acquisitions during her career, she shares insight into some of the first things you need to do as a manager or executive during an acquisition, along with her top tips and advice on living through the chaos of an acquisition.
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In this episode, Mackenzie Bushy discusses virtual sales and their ability to revolutionize the customer experience. She details her research, leaving us with valuable insights on enhancing UX designs for customers. She also suggests how we could benefit from the strategy in the coming times and the challenges we need to overcome.
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In this episode, Meem Ahsan talks about the evolution of Auto-ML and its significance in the technology industry today. Regardless of it scoring great on the time, speed, and assets fronts, Auto-ML has its set of difficulties that makes data scientists indispensable in the technological sector presently. Meem details the pros and cons of the process, explaining why it could be an essential productivity hack for professionals working in data science.
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In this episode, Tamara Yarovoy talks about how to use creative incentives to fuel engagement in your business. She first breaks down what incentives and engagement are, then highlights stories and lessons she’s learned from using creative incentives to fuel engagement. Tamara also shares her candid thoughts on ABM technology in 2021 and gives great advice for marketers interested in pursuing ABM and customer incentives more.
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In this episode, Biswarup Bhattacharjee talks about what is the 3Ds in the 3D framework of sales coaching. He also shares his journey into becoming a sales enablement leader and his passion for podcasting.
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In this episode, Eric Carino talks about his framework for storytelling for executives, breaking down the importance of storytelling in business and offering his best advice for advancing to the senior executive level.
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In this episode, Sandy Carter talks about the life of a data-driven super executive, highlighting how data helps executives with digital transformation and innovation in 2021 and beyond. Sandy talks about the state of data in 2021, how COVID has changed the way companies are using data, and the roles of data scientists and partners in digital transformation. Plus, she shares her thoughts on what it takes for an early stage VP to become a senior VP, along with the requirements and boundaries you should have when mentoring someone.
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In this episode, Leslie Alore talks about the basics of precision marketing, detailing why she thinks precision marketing will be adopted industry-wide in the future. Leslie also shares her candid thoughts on the past, present, and future of B2B and B2C marketing, how to effectively scale precision marketing and the importance of incorporating data science into your marketing strategy.
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In this episode, Sahil Soni details the future of ads. He explains the five pillars upon which advertising would be dependent in the future and how to make the best out of it. Sahil breaks down complicated marketing concepts into easy-to-understand bite-sized learnings, so anyone listening can have a smooth experience putting them into practice!
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In this episode, Mark Banfield talks about value-based selling and how to enable your sales team to succeed in value-based selling. Mark shares insight into his role as a CRO, his approach and framework to value-based selling, and why it’s important to enhance not only the customer’s experience but the seller’s experience. Plus, he divulges the sales enablement tactics that he uses at LogicMonitor and the lessons he’s learned from quadrupling his company in three years.
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In this podcast interview, Stacy Greiner shares actionable insights on the rise of RevTech, or revenue technology. She shares with us the challenges in the technology industry and the impacts they have on marketers as well as how to solve the need for the three P’s: Privacy, Personalization, and Proliferation. She also shares knowledge on how RevTech could potentially enable B2B customers to solve go-to-market issues.
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In this episode, Praveen Sathyadev discusses Data-driven Omnichannel marketing. Praveen uses his broad overview and knowledge in digital marketing, automation, data analytics, and AI to discuss the trends, disruptions, and definitions surrounding the same. Tune in to learn how to master customer experience using omnichannel marketing techniques.
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In this episode, Neha Dhingra clears our understanding of social selling and tells us how it differs from social media marketing. We learn how social selling leverages your social network and uses one-on-one conversations to land you the right prospects. Listen in to also analyze some of the typical bottlenecks to social selling and determine how to make the best out of the process.
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In this episode, Tomasz Skowronek discusses the importance of a human-centric approach to enterprise architecture. Tomasz explains how enterprise architecture in the past was more technology-focused and why that continues in many organizations today. He also opens up why many companies today irrationally fall for short-term profits or benefits while compromising employee retention and wellness. Listen in to see how a people-focused approach can help organizations generate long-standing success in the times to come!
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In this episode, Brett Hannath talks about the secret to creating leverage in a business… channel marketing. He shares his framework for channel marketing, how to pay for it, and how channel marketing helps to protect your business. Brett also details how he and his team at McAfee are leveraging channel marketing to create new opportunities for growth and innovation.
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In this episode, Tricia Gellman discusses the behind-the-scenes of career growth. Tricia talks about the incredible role of VPs in a company and how they can converge their skills into growing for a better position at any company. We also discuss the advantage in momentum that leaders have when they move from a more prominent company to a growing startup and what things they need to keep in mind to leverage any opportunity given to them. Listen in!
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In this episode, Eric MacColl talks about intent-based customer journeys and how you can use them to effectively market and advertise to customers in your target market. Eric talks about why you should use intent-based customer journeys, the mechanics and pitfalls of intent data, as well as where to start when first using intent data.
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In this episode, Johnathan Bald talks about enterprise sales management, how sales tactics have changed as a result of the covid-19 pandemic, and the significance of the sales experience and highly technical enterprise sales tactics. Johnathan also speaks on how to enable your sales team to deliver top-of-the-line sales experiences in a world of digital communication, along with what to do when you have a sales rep that just isn’t cutting it.
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In this episode, Ajit Sivadasan discusses scaling e-commerce beyond your state. We learn how to work with market leaders and see through the challenges of making people understand e-commerce. We also look at how the pandemic has shaped the industry today. In the rapidly changing times, there is a need to build cordial relationships with people, hire the right workforce for your organization, and use data consistently and effectively. Tune in as Ajit shows us how to do that in the best way possible!
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In this episode, Jaspreet Jaffer discusses future training and enablement. We learn about internal and external training, its benefits, and individual setbacks. She also discusses the gaps that occur when creating and conducting training, citing her personal experiences. We also break down the step-by-step process of developing a training program today. Listen in!
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In this episode, Abhinav Dasgupta discusses the rapidly changing partner landscape of today. We learn how the virtual world offers more opportunities for partner marketing and how to leverage them. We also dig into the ways to generate more prospects and look into the challenges that could slow down the pace of the industry’s growth. Listen in!
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In this episode, Dhruv Anand discusses the role of product engineers and product owners in the business space. While sharing his insightful journey into becoming a product owner, Dhruv highlights the need for product engineers and owners to collaborate with the sales and marketing teams in any organization. We also learn the importance of business agility and creating an exceptional user experience for product-based companies.
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In this episode, Bjorn Engelhardt talks about how new technology is helping advance APAC countries and close the gap between men and women in business. He speaks on the significance of leap-frogging in enablement, leveraging adoption and adaption of new technology, and the most powerful attributes of an APAC leader in 2021.
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In this episode, Gene Cornfield talks about digital transformation for growth in the 21st century and how to become a business of experience. Gene breaks down the five dimensions of his framework for holistic growth transformation and shares his candid thoughts on where the world of business is in terms of digital transformation. He highlights lessons learned and best practices for growing your business through digital transformation and learning from customers.
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In this episode, Brian Clevenger discusses the rebranding of companies and how to do that right. He shares his journey shifting from the client-side to the agency side of the business now. Brian explains in detail how BlackBerry made the flip from handheld to software, focusing entirely on cybersecurity and how they used relevancy in their marketing to keep their value intact. Tune in to learn all about rebranding and refreshing and how they differ in practice.
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In this episode, Seema Swamy talks about the impact of customer insights. She first defines what customer insights are and why they are needed in all parts of an organization, then highlights how companies and researchers are approaching determining ROI from customer insights. Plus, she shares how innovation and increased customer expectations are impacting the need for continuously analyzing customer insights.
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In this episode, Jayme Smithers talks about the art of ThoughtExchange and how enterprise discussion management can build relationships and boost sales. Every customer wants to know more about the revenue leaders and how revenue teams interact with them, so Jayme shares how he and ThoughtExchange are helping your teams make meaningful connections and drive the highest level of performance possible with their Modern Revenue Leader Series.
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In this episode, Prateek Vasishta discusses customer and client behavior amid the changing times of today. We learn to adapt our sales and marketing teams to understand client requirements better. Prateek also offers a dynamic overview of the changing landscape of sales today. If you have been looking for ways to enhance the customer experience for your company effortlessly, this episode is for you. Tune in!
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In this episode, Utkarsh Bahadur describes the journey from being a regional leader to a global leader. He highlights the similarities and differences between both levels of leadership as well as necessary steps and factors to consider in preparation for higher leadership roles.
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In this episode, Kristine Colosimo talks about the importance of building trust and how building communities for your prospective customers has become the next big opportunity for B2B sales teams. Kristine talks about the past, present, and future of building trust and nurturing relationships with customers and prospects, as well as how to boost sales by building your own community of prospects.
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Civilians may not be aware of the unique challenges that separating from the military and integrating back into civilian life can present. In this episode, Gavi Kumar talks about the meaning behind the phrase “Veteran, Don’t Give Up” and speaks on how veterans can successfully integrate back into the civilian world, specifically in a corporate setting. He talks about his journey transitioning from the military to a corporate career and shares powerful lessons and pieces of advice for both corporate leaders and veterans to making the process easier.
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In this episode, Abhijit discusses cognitive biases and Behavioral Intelligence. We learn how biases play a huge role in decision-making and how these work from an organizational perspective. He also talks about its different types and heuristics - a natural reaction to cognitive biases. We see the potential gaps in providing data and decision-making and the need for business intelligence interfaces. Tune in to learn how to accept biases and adapt to the current changing environment of decision-making.
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In this episode, Jeremy Levine talks about the role of a business development representative (BDR), also known as a sales representative, in 2021. Jeremy shares insight into what sales development looks like right now, what skills a BDR needs in 2021, the value a BDR brings to a company (even with all the automation present in sales), and how to stay motivated as a BDR.
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In this episode, Lori Mitchell-Keller talks about scaling industry or vertical teams, detailing the duties of an industry team and why executives would benefit from joining an industry team. Lori explains how to build an industry team and provides insightful examples of how she and her industry teams at Google Cloud have built solutions for companies that improve and scale their data analytics, machine learning, and overall business operations.
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In this episode, Reena Mishra expounds on the topic "On the other side of fear stands your dream,” highlighting the challenges of female sales leaders, practical solutions to the obstacles, qualities of a good leader, and a framework for leadership.
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In this episode, Indrasis Mondal speaks with us on building a data-driven product and why it is important in today’s times. We also discuss the benefits of aligning the product and GTM teams in a company and understanding the collective goals for the better functioning of an organization. If data science products are what your startup or established business is into, this episode is for you. Listen in!
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In this episode, Behzaad Habibi talks about partner marketing and why performance-based marketing partnerships are so important to business growth and expansion in 2021 and beyond. Curious to know what the future of marketing partnerships looks like? Tune in to learn how partner marketing will likely evolve in the coming years, along with a great framework for implementing marketing partnerships in your business.
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In this episode, Amit Vaish brings a unique perspective to the go-to marketing strategy that delivers success in marketing programs. He’ll talk about creating a brand that is more thoughtful and memorable. We will also learn the importance of content marketing today and how it became all about building relationships with others. And how can you help customers move through their buyer journey? We will go with the same passion and zeal that we always love to have. Tune in to this episode!
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In this episode, Anirudha Takle talks about Industry 4.0 and the rise of digital transformation, especially during the covid-19 pandemic. He shares his thoughts and experiences with the impact of digital transformation on skill gaps, multiple different industries, data sensitivity and cybersecurity, sales and marketing teams, and more. Tune in for expert insight into where the future of business and technology is taking us in 2021 and beyond!
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In this episode, Janani Sriram shares her insights on "Effective AI for practitioners,” explaining how to get value from Artificial Intelligence, Advanced Analytics, and Machine Learning.
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In this episode, Kuldeep Solanki discusses being a transformational leader, benefits, and necessary steps to be taken if such a leadership style is adopted. He also highlights the qualities of a successful leader and the skill sets that make them stand out.
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In this episode, Daniel Marty talks about how to define and develop an Account-Based Marketing (ABM) approach to drive business objectives. He shares his thoughts and approaches to aligning sales and marketing, data-driven practices, defining and defending Ideal Customer Profiles (ICPs), and developing ABM KPI measurements.
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In this episode, Ike Dimitriadis discusses Salesforce Implementation in detail, the different approaches and their suitable applications, as well as major principles to be considered to achieve a successful Salesforce implementation.
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In this episode, Rachit Maheshwari discusses how brands stand out using strong marketing and promotion. We discuss Trendjacking, see how to make the best use of it, and learn what to keep in mind before using the same. Rachit also shares his implementation framework and shows by example how to work on scaling your brand or business!
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In this episode, Alan Love shares key insights on Customer Life Cycle Transformation, with detailed analysis on the shift from the Deal-focused approach in sales, to a Customer-centric perspective. He highlights the importance of this transition, compared with a Deal-focused model, and discusses major aspects of businesses that need attention for the transition to be fully implemented.
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In this episode, Wilson Raj shares his knowledge about marketing and customer experience from a career spanning over two decades and dives into modern marketing practices, including AI, and discovers why no automation methods today can gimmick human marketing. We also talk about marketing analytics, immersive technology, and the challenges faced by the industry today. Tune in to the episode for unparalleled insights on the subject from the global marketing genius!
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In this episode, Soo Shim talks about the value of industry teams. Soo discusses working with global industry teams and procurements. We also learn the purpose and benefits of the Think Tank programs at SAP. If you're somebody who wishes to understand industry teams for better organizational growth, this episode is for you!
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In this episode, Kathy Chou expounds on the role of Operations in productivity, the importance of, as well as different approaches towards efficiently harnessing the power of operations across functions. Also discussed are the concepts of Customer Success, Customer Experience, the Framework of Diversity of experiences, and Change, all as relevant aspects to be considered in applying Operations as a strategy to improve outcome.
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In this episode, Scott Vaughan talks about designing marketing organizations for the Buyer-Driven world. He shares his insights into the past, present, and future of MarTech, what businesses need to do in order to be more buyer-driven, and why company culture is an essential part of MarTech. He also details how companies can structure their teams to align with changing buyer behaviors.
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In this episode, Ben Royce discusses Artificial Intelligence, AI, sharing newer trends and latest developments in this field. He explains in detail what AI is, and other related concepts including Natural Processing Language, GPT-3, and Cloud infrastructure as they all affect the general perception and functionality of Artificial Intelligence today.
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In this episode, Catherine Williams talks about the trifecta model; how a data scientist, a product manager, and a data engineer come together to help you achieve success anywhere in your organization. She shares her candid thoughts and experiences on data scientists being a part of go-to-market teams and how to effectively build a data science team.
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In this episode, Sheryl Wharff explains the advantages of innovation for customers and how modernization can help big companies. She shares insights about her company and how they help their customers with their journey using the “Modernization-Maturity Model.” Tune in on this episode!
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In this episode, Sheryl Wharff explains the advantages of innovation for customers and how modernization can help big companies. She shares insights about her company and how they help their customers with their journey using the “Modernization-Maturity Model.” Tune in on this episode!
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In this episode, Dennis Guzy speaks about selling to the state and local government. He explains the process of selling to state and local government, the legal requirements, and the important things to know to have a successful digital transformation. We also learn the type of people that we will encounter and the possible future for technology and capability in the state and local government. Tune in on this episode!
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In this episode, Matt Marshall talks about how culture adds the right people for your stage of the company. He shares the mindset a VP of Sales needs to have, as well as insight into how VPs of Sales should be thinking about culture and people in growing and scaling their company. Matt also gives powerful tips on hiring the right people for your company’s culture.
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In this episode, Vinay Nichani joins the conversation of understanding the decision-making behind market shifts and taking opportunities that others will not see. He explains how to identify when change happens to the market, rallying people on board with the changes, executing it splendidly, and the mindset the leader should have when making tough decisions. This will be the episode of transformation and how sheer insight and information can forge your path towards success!
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In this episode, Maureen joins the conversation to bring new perspectives about brand strategy. It’s common to think that “the customer is always right,” but how will you create an experience worth for them without treating your employees correctly? With her expertise in Alignable, Maureen sets forth to tell the world that customer is not the only piece of the puzzle, employees too!
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In this episode, Unnikrishnan talks about global strategy and local adoption. He explains the criticality of marketing and the changes on Funnel Systems. He shares the importance of the narrative strategy and much more. Tune in!
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In this episode, Sultan Semlali talks about applying Agile to sales management. He shares with us what the Agile methodology is, how it can be applied to business teams, like sales and marketing, as well as how Sultan has experimented with applying Agile to his business. He also speaks on the technologies that help the applications of Agile, how to keep your existing goals while leveraging Agile, and what his future plans are for further implementing Agile in his team.
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In this episode, Sebastian Scrofina discusses efficient GTM strategies and how they are used in his company. He aptly airs his views and the extents of segmentation while in the process, also making understand how it is practiced in the workplace. We also learn about organizational silos and some tips on balancing the segmentation model in any company. For those who wish to understand the need to adopt emerging marketing strategies for better products and sales, this episode is just right for you. Tune in!
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In this episode, Amy Slater shares her wealth of knowledge in making us understand all of that which makes a successful career. It wouldn't be wrong to ask ourselves in this fast-paced environment of today what we would like to do with our careers next - to switch companies or to stick with the present, to scale or to pivot, how to find out what to do next. Happiness, mindfulness, and growth mindset are perhaps your driving factors too. If you wish to find out ways to propel your career and invest in your choices rightly, this episode is for you. Tune in!
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In this episode, Angela Earl talks about generating content that converts leads into loyal customers. Angela shares insight into the best ways to approach content creation and how to get started, while giving valuable tips for creating engaging, authentic content and starting your own podcast.
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In this episode, Amarnath Lingam talks about AI, ML and DevOps and how it is building momentum in these times. He also connects his insights into the B2B world, making known why modern AI and analytics may not completely replace the dashboards for solving certain problems. Amar also talks about data analytics, internal and external data and strategies for managing them. To know more about how these technologies are revolutionizing businesses and customers today, listen in to the entire conversation with our guest!
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In this episode, Lisa Horner walks us through her winding career through services and marketing, sharing all that she finds most important for her role and company. We learn why employee well-being is fundamental to any business and how investing in culture can take your company forward at all times. COVID hit companies and careers hard. Do you want to know how AppFolio managed it well even then? Tune in!
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In this episode, Bhaskar Roy talks about how to achieve a data-driven organization that operates at scale. He explains what it means to be a data-driven company, why it’s important, and the main elements of becoming data-driven, including insights into pitfalls to avoid and the potential time you can save with automation.
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In this episode, Ryan Bearden talks about how to avoid checkbox marketing in order to accomplish your goals and grow your business. Ryan explains what checkbox marketing is, how companies are using it against themselves, and how to pivot to work that makes a greater impact. He also breaks down how to balance speed and focus in your marketing strategy and how to provide hard work to your teams while keeping them feeling accomplished.
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In this episode, Ryan O’Neil talks about Sales focused Marketingand how he has been into it. We learn how bringing the sales and marketing teams together can increase the frequency of qualified sales opportunities for the business. Ryan also talks about Marketing Qualified Leads, Personalization, and how he has integrated the principles into everyday practice. If you have been wanting to know how you can increase your company’s sales outcomes, this episode is for you! Tune in to the episode for actionable tips and invaluable insights to stepping up your career or company goals!
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In this episode, Jay Bowden talks about why growth is the result of velocity and thoughtfulness and this thinking behind that formula. He shares what he’s heard from marketers and learned in 2020, gives recommendations for marketing leaders who want to activate a growth mindset, and gives advice to those marketing executives who want to accelerate and level up their career.
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In this episode, Jake Hofwegen talks about what it takes to be a leading Chief Revenue Officer (CRO), as well as the significance of operational deficits or debt in business, how revenue operations have changed over time, and when the best time to invest in revenue operations is.
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In this episode, Melissa Schneider discusses her journey as a product manager and how she’s evolved to become a major in the profession. She talks about her learnings from the role and why she loves doing what she does at GoDaddy. Also, we learn the significance of small businesses in the global economy and the importance of having an exceptional customer service team in any business. Understanding, empathy, and good communication will take you a long way in your career as a product management professional. Listen in for insightful advice and actionable tips to mastering the skills required to become a top-notch product manager!
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In this episode, Uday Nayar dives into the intricacies behind buyer enablement. He examined its crucial components, how companies enable their buyers, the significance of robust organizational design, and the mindset that companies should adopt to enable their buyers and improve their customer’s experience.
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In this episode, Frederic Page talks about leveling up as an executive, explaining why having a growth mindset is key to having a remarkable career in life. He discusses how self-awareness and openness to receiving feedback are the first steps to developing a growth mindset and why failures are your stepping stones to success and development. If you wish to know how you can upgrade your skills as a professional, and build the right mindset for your goals, tune in to the episode today and take with yourself some amazing ideas to think upon!
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In this episode, Rob Giglio talks about the new customer experience that mixes physical and digital experiences, discussing lessons learned in adapting customer experience for the next era of business. He addresses the importance of trust and transparency, how to build resilience in marketing, how to leverage new digital tools to meet customers where they’re at in their journeys, and how to find the right voice for your brand.
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In this episode, Vik Mediratta talks about simplifying sales enablement while explaining the core elements of sales enablement and providing tips and tricks for creating successful sales enablement experiences. Vik details the importance of empathy in sales, touching on how to incorporate empathy into sales enablement, as well as who should be involved in curating sales enablement content, and much more!
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In this episode, Vik Mediratta talks about Sales Enablement Simplified, while explaining the core elements of sales enablement and providing tips and tricks for creating successful sales enablement experiences. Vik details the importance of empathy in sales, touching on how to incorporate empathy into sales enablement, as well as who should be involved in curating sales enablement content, and much more!
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In this episode, Brenda Hodge talks about unlocking go-to-market strategy. She breaks down the critical elements of her go-to-market strategy framework, shares what she finds the most interesting about the strategic process, and offers advice for marketers on developing strategies and gaining cross-functional alignment between sales and marketing.
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In this episode, Michelle talks about Digitally driving B2B Sales Performance. She divulges her learnings in 2020 and the expectations of B2B buyers. Michelle also shares how the digital transformation impacted B2B market and delivered more ROI. In the end, she gives some great advice to B2B marketers.
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In this episode, Jeff Richardson talks about Personalized GTM intelligence system. He shares his insights on the need for a go to market team to have their own data science team. Jeff defines how the framework work and he also adds Why 'one size fits all' data strategy doesn’t work.
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In this episode, Cynthia Stephens talks about How to build and run a global Demand Gen Strategy at scale. She differentiates Localization, globalization and internationalization. Cynthia describes her journey at Lionbridge developing the global demand generation strategy and shares her learnings to other demand gen marketers on going global.
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In this episode, Arun Krishnaswamy talks about Data Science 101. He adds some of the skill sets that are needed to be successful in the AI/ML space. Arun teaches how to make a transition from academics to a professional setting in AI/ML space. He also shares his insights on how one should prepare to build a career in AI/ML.
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In this episode, Charles Thibault talks about Demand-side vs Supply-side Analytics. He shares about the journey of the analytics leaders. Charles adds some of the things that analytics leaders should watch out for in their evolution at a company. He also shares his advice to the current and future analytics leaders.
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In this episode, Dan Frohnen talks about When OutBound becomes InBound, his journey and experience in the music industry where he worked with B2B & B2C markets, his love for the entrepreneurial spirit. He shares his views on demand families and sales development.
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In this episode, Anand Akela talks about Go-To-Market strategy to win the market. He gives amazing tips on successfully executing the go-to-market strategy. Anand shares some insights on developing strong product messaging and why sales enablement is required to support the successful execution of your GTM strategy.
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In this episode, Nick King talks about how to implement complex change at scale. He breaks down the framework of transformational change and shares in what terms he measures ROI. Nick shares his insights on galvanizing an organization around the transformation.
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In this episode, Jen Bennett talks about how to rebrand a business and its vision to the future in a way that improves the identity of the organization internally and externally. Also, she conveys the message to the stakeholders and teams that change their perspective. She shares her advice on why the target audience plays a key role and the power of communication in order to build a sustainable relationship with clients and teams and rollout the idea.
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In this episode, Byron Workman talks about how to attract top tier SDR talent. He also shares his insight into how DSRs became very motivated on their quota, the importance of hiring people with the right attitude and work ethics in order to develop a great team, and the importance of Internal culture & coalition.
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In this episode, Jennie Leigh talks about “Becoming Operationally Savvy”. She explains why to have the strategic and inspirational people on the team and how to determine Marketing ROI. She also elaborates the need for transparency between teams to understand each other's workflow to be on the same page even when they are working on the goal through a different process.
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In this episode, Rajesh talks about Marketing in the Asia Pacific (APAC). He explains the data-driven market existence in APAC and shares some of the things to consider when you're starting to think about the market in APAC.
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In this episode, Micheline talks about product-led marketing and how to use it to achieve growth. She explains how to create demand for the product and how enterprises buy complex software products. Micheline also shares some amazing tips for marketers who are interested in product-led growth strategies.
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In this episode, Rory Stern talks about playing for the long term. He discusses his mental model of how he cultivated champions in the past and his hiring procedure. Rory shares some great Career Progression tips at the end of the episode.
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In this episode, Cassidy Lammers talks about achieving effective storytelling, breaking down her framework for it, and sharing an intriguing example of her storytelling process with Aston Martin. Want to learn how to create and tell a story to your customers that’s not a bland or gimmicky one-pager? Tune in to learn from an expert the best, most efficient way to approach storytelling for nearly any type of brand.
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In this episode, Monica Kumar talks about her framework for “how to be more strategic to your organization”. She shares her thoughts on the connection between marketing and sales, aligning KPIs to the strategic goal, aligning outputs to be more strategic, and how revenues, customer relations, and innovation are aligned to become more strategic. Monica gives insight into the ineffective ways of using stories and vulnerability to build relationships and shares a real story that exemplifies these concepts.
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In this episode, Rakhi talks about the evolution of the digital sales development role. She shares her exciting journey of leading the Digital Sales Development function at IBM. Rakhi explains the key learnings from the external benchmarking they did. She describes her passion for diversity and inclusion, specifically getting more women into sales. And at the end of the episode, Rakhi offers some amazing tips for the companies looking to attract, retain, and advance diverse sellers.
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In this episode, Arvinda Billavara talks about the marketing story and explains how your customer is your hero. He provides some valuable insights on storytelling and how he leads a team of global storytellers to inspire customers to help them solve their problems. In the end, Arvinda suggests books to get in-depth knowledge of storytelling and selling.
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In this episode, Craig Rosenberg talks about the revenue framework for 2021. He shares the effect of the pandemic on today's buying environment. Craig adds how much the effect will last in 2021. Craig explains about his team’s new framework for Product-Market-Fit as a result of the buying environment. He also adds some valuable initiatives that marketers should focus on.
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In this episode, we demystify intent data with Erik Matlick. Erik defines 'Ideal Customer Persona' and why building an ICP still remains a big challenge. He talks about why intent is essential for building an ICP. He also shares the different flavors of intent and how best to activate the data.
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In this episode, Jonathan Hunter talks about the Chief Revenue Officer (CRO)’s plan being the company’s plan. He details the characteristics of a CRO and their team that are essential for creating and carrying out an effective and successful plan, as well as his specific framework for aligning the CRO’s plan to the company’s plan. Jonathan shares his thoughts on the timeframe of plan alignment and explains the difference between an adaptive problem and a technical problem. He then offers powerful advice that will help CRO’s stay on track in their plan and make sure it’s executed properly and efficiently.
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In this episode, Ivan Galea talks about the role of data science and analytics in B2B sales. He shares his thoughts on whether the technology of employing machine learning (ML) has improved and how he structures data science teams, detailing how to help go-to-market teams cultivate a deeper appreciation for data. Ivan then offers advice for new executives of data science and machine learning, as well as how to approach incentivizing data science teams.
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In this episode, Tammy Schuring talks about her framework for “once upon a time” in sales. She shares her thoughts on the connection between cultivating customer relationships, product knowledge, and sharing stories, emphasizing the importance of vulnerability, authenticity, and active listening. Tammy gives insight into the ineffective ways of using stories and vulnerability to build relationships and shares a real story that exemplifies these concepts.
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In this episode, Helen Dwight talks about product launches done right, from defining a product launch to breaking down the key elements of a successful and impactful launch. She shares her candid thoughts on if it’s necessary or not to build excitement with teasers and FOMO (fear of missing out), as well as the most common mistakes she sees businesses make when launching a product. Helen also gives insight into what to do when a product launch goes wrong or when immense change occurs during a launch, like a global pandemic, and what an organization can do to respond to and cope with it.
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In this episode, Martin Gontovnikas talks about the rise of the Chief Technology Marketing Officer (CTMO) and specifically, applying product techniques to marketing to drive results. Everyone’s talking about marketing becoming more technical and Martin puts a very cool spin on this topic. He details his framework for driving results with product techniques and offers expert advice that will make it easier for you to implement this into the marketing efforts of your organization.
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In this episode, Rakesh Patil talks about understanding data science nuances and building models for the right stage of your customer journey. He breaks down the differences between machine learning, data science, and artificial intelligence, then shares his frameworks for creating a data science team and applying data science to solve business problems. Rakesh also gives suggestions for furthering your education with specific online course platforms you can take advantage of today.
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In this episode, Keith Landis talks about the fascinating journey of a Chief Marketing Officer (CMO) and his experience with rebranding. He details what tasks his role as CMO at Persistent Systems has consisted of during the past year and breaks down his approach to rebranding a 30 year old legacy brand. Keith speaks on the significance of culture in rebranding any organization and shares what lessons he’s learned from transitioning to a smaller company after working in large companies for many years. He divulges his simple, yet powerful framework for executing a rebranding initiative and offers expert advice for people who are looking to become a CMO.
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In this episode, Gregory Callahan talks about what “best in class” selling looks like. He describes what “best in class” selling is and details his framework for it, which includes four core concepts that sales leadership should act on. Gregory offers valuable insight into what should be top of mind when thinking about sales, especially during the era of covid-19, sharing powerful questions to ask yourself and your team that will help you achieve “best in class” sales.
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In this episode, David Johnson talks about how to achieve authenticity in sales. He speaks on the critical elements of selling authentically and breaks down the steps you need to take to best solve your prospects problems. David emphasizes the importance of intent and helps us to understand how we can gain the trust of our customers before even talking to them.
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In this episode, Kimberly Kaminski talks about aligning marketing and sales, touching on how the product team is also involved in this crucial alignment. She speaks on why sales and marketing must be aligned and the results of a tight and dynamic alignment, as well as the steps a marketing leader can take to create this type of working relationship with sales. Kimberly also details the meaning and significance of why vs. how thinking and notes a few KPIs that sales and marketing can look at to gauge the effectiveness of their alignment.
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In this episode, Arwa Kaddoura talks about the evolution of sales and sales transformation. She tells us exactly what she has noticed over the last decade in terms of sales evolution, detailing the major transformations that have occurred in sales. Arwa then breaks down the old persona of a salesperson and how salespeople have changed, along with the changes that have occurred in sales processes over the years, spotlighting a theme of increased efficiency. What does the future of sales look like? Is SaaS Dead? Tune in to hear Arwa’s candid thoughts on these pressing questions!
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In this episode, Subbu Deivanayagam talks about a different path to sales, one which has evolved from the sales methodologies of the past few decades. Subbu starts off by sharing his candid thoughts on what has changed in the style of sales over the years, as well as what his current mental model for sales is and how that has evolved. He offers valuable advice on building champions and shares a book recommendation that will help you have a credible and honest conversation with your customers.
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In this episode, Varun Paranjpe talks about how to infuse competitive intelligence into your go-to-market strategy. He defines both of those terms in his own words and then breaks down exactly what steps you need to take to utilize competitive intelligence to your company’s advantage. Varun gives detailed examples based on ServiceTitan’s strategy, detailing why structuring your organization by product, competitor, or segment can be very effective in executing your go-to-market strategy and beating your competition.
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In this episode, Lukas N.P. Egger talks about the misconceptions around data science, machine learning, and AI, detailing why people misunderstand these innovations and why we should get on board with them. He divulges what trends and technologies he’s most excited about as a head of innovation in the sales and Martech domain and his candid thoughts on whether or not AI will replace people’s jobs. Are you curious about opening your mind to the future of machine learning or even becoming a data scientist? This episode is for you!
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In this episode, Thimaya Subaiya talks about his three-part framework for paving a path to success and the significance of identifying if you are a generalist or a functional expert. He breaks down what these terms mean and why it’s important to figure this out about yourself before beginning to chart your path to success. Thimaya also shares insight into how he finds young, passionate, motivated people to hire and what the role of leaders and mentors are in their path to success.
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In this episode, Ben Howell defines performance marketing and talks about how Salesforce has implemented this concept into their business. He speaks on how performance marketing has changed over time, what changes Salesforce has seen in 2020, and his candid thoughts on their center of excellence being a center of empowerment, rather than control. Ben also details the building blocks that Salesforce is made up of and how their teams deliver on three different budgets.
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In this episode, Max Zieky talks about what it means to align your values to your career framework, the steps you need to take to execute such a plan to achieve your goals, and why all of this is significant in creating your success story. Max shares his powerful story of what influenced him to develop his unique value equation and align it with his career framework, as well as how both have evolved over time.
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In this episode, Michael DiGiacomo breaks down his framework for selling in the new normal, meaning doing business through the global covid-19 pandemic. He details how we should be thinking of selling in 2020 and beyond, from being empathetic to leveraging technology, along with how he has guided his team through the shift from field sellers to insight sales sellers. Michael then touches on the sustainability of working through this new normal and the top lessons he’s learned from doing business in 2020.
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In this episode, David Wilner talks about exploring the CRO (Chief Revenue Officer) journey and redefining the go-to-market in the age of SaaS (Software as a Service). He shares his opinions on what the responsibilities of a CRO are, detailing the relationship between a CRO and the marketing team, CEO, and CFO, among other roles. David then speaks on the ideal mindset of a CRO and offers great insight into what it takes to be a successful CRO, how to survive the difficulties that come with the role, and many of the most important lessons he’s learned on his journey.
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In this episode, Leslie Canning talks about eating the sales enablement cookie, one bite at a time. She describes her framework for sales enablement and what the outcome is that she looks for, as well as how she approaches sales enablement on a global scale, working with different countries and cultures. Leslie offers valuable advice for those new VPs of sales enablement who are looking to transition from a national sales enablement role to a global one, emphasizing the significance of relationship-based collaboration.
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In this episode, Nikki Harrell talks about creating successful sales talent programs within organizations. She details the intentions and goals behind the current programs AWS is running, their intern program and sales rotation program, and how they go about finding talent. Nikki breaks down the necessary components and steps to initiating and executing a successful talent program, offering insight into the biggest lessons she’s learned and which metrics she uses for measuring the success of her talent programs, emphasizing the importance of focusing on diversity and inclusion.
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In this episode, Michael Misiewicz talks about building a data science team, while breaking down what data science is, what his framework for it is, and giving insight into the many lessons he’s learned from his journey in building these teams. He offers advice to people who are looking to a build data science team and people who are looking to improve their existing team. Michael also shares his candid thoughts on organizational structure in data science teams.
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In this episode, Shade Vaughn talks about what Capgemini is doing to be able to deliver the right marketing at the right time, as well as what has recently shifted in terms of the marketing funnel and how he’s built a thriving talent pipeline in marketing. Shade speaks on how covid-19 has impacted his company and his marketing efforts and offers powerful insight into what you can do to foster an innovative, multi-talented, and experimental marketing team.
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In this episode, Sean Lane talks about the past, present, and future of the Revenue Era. He details the three eras we have had in the marketing industry, how they’ve differed from each other, and how our current era, the Revenue Era, is going to continue to evolve. Sean notes what impacts the Revenue Era is making on companies and customers, as well as what internal functions are going to help us adapt to the coming evolution. He shares the makeup of his team, as well as his thoughts on the significance of the reporting structure and how the martech stack is starting to change in this new era.
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In this episode, Pat Oldenburg defines Total Addressable Market (TAM) and shares ServiceMax’s formula for calculating it. He describes how the pandemic has shifted the company and the process of discovering accounts, as well as how he’s thinking about sales and marketing alignment post-covid. Pat then offers great advice for someone looking to build their TAM.
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In this episode, Brendan Dell defines a narrative strategy for us and describes his framework for building a successful narrative strategy. He gives valuable insight into how to implement it into your company, how you should think about differentiating yourself, and he even outlines an effective way to put your narrative on your website.
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In this episode, Linden Hillenbrand talks about customer success and leading teams, emphasizing the importance of communication and prioritizing your customers and employees. He speaks on how he scaled Cloudera, how customer success and customer support fit together, and the impact of the pandemic on his company. Linden also offers powerful advice for business leaders during this challenging time.
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In this episode, Genefa Murphy talks about the evolution of marketing metrics and the FIRE framework. She details the significance of the four components of the FIRE framework while sharing how to best put them into action.
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In this episode, Kelly Hopping talks about product-led growth strategies, emphasizing the power of and value in customer reviews. She speaks on why they’re so critical for business growth, especially in 2020, how they’re changing the future of marketing, and how you can start collecting product reviews for your business. Kelly offers insight into Gartner’s brands, how they approach targeting vendors for Gartner’s platforms, and the concept of competitive sabotage.
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In this episode, Shelly Kulesza talks about the concept of failing fast and walks us through the mental model of it, detailing how we can think about it in a positive light to spur growth in ourselves and our organization. She also shares her executive perspective on finding the motivation to fail fast and how you can find that motivation too.
Contact Shelly Kulesza | Follow us on LinkedIn
In this episode, Susan Norgaard talks about the perils of marketing attribution, detailing how Avalara implemented a multi-touch attribution model and noting what she would have done differently. Susan has learned a lot throughout that project, so she’s here to give her valuable input on the proper way to approach a multi-touch model, why it benefits marketers, and the first steps you should take when creating this type of model in your business.
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In this episode, Mike Pugh talks about going from executive to super executive with the three pillars of his executive framework. He speaks on what it’s like to be a conflict management coach, some of the common issues he sees in the world of startups, and the best way to handle conflict and too much complexity in business. Mike also offers insight into an action step you can take today in order to implement radical candor in your professional life.
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In this episode, Andy Jolls talks about category creation and design, detailing what it is, its significance, and what may happen to your company if you don’t categorize it. He offers great insight into how to design your category and why it’s important to get your category definition correct. Andy also provides the first few steps you will need to take in order to create a category.
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In this episode, Ciaran talks about his plan to go from consulting to sales, effective sales strategies for the European market, and offers powerful advice for companies looking to work with foreign entities in other countries. He details what it’s like to build a high performing sales team in Europe and shares his candid thoughts on company culture vs. the culture of a country. Ciaran also shares an insightful war story that holds an interesting lesson on foreign business relations.
Contact Ciaran Avitabile | Follow us on LinkedIn
In this episode, Danny Nail talks about what Account-Based Marketing (ABM) entails, along with what is needed to scale accounts with ABM, including intent, Ideal Customer Profile (ICP), synergies between accounts, and more. He offers insight into the core principles of ABM and his framework for executing it successfully, emphasizing the significance of innovation and a solid partnership with sales.
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In this episode, Anish Jariwala talks about the secret ingredients of success in marketing, especially in critical times such as 2020, as well as the transition from traditional marketing to ABM and his three C’s for improving marketing efforts. He details a few ways you can figure out the right accounts for your company and gauge interest in those accounts, what trends and changes he’s observing in the marketing industry, and he shares his candid thoughts on MQLs and SQLs.
Contacts Anish Jariwala | Follow us on LinkedIn
In this episode, Rishi Mallik talks about leading growth marketing in B2B companies. Rishi also explains the growth mindset and how to utilize it in funnel optimization and across the customer journey. We discuss the framework for growth marketing and its critical parts.
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In this episode, Aaron Ballew talks about implementing an agile framework into marketing, specifically why he decided to implement it in his marketing department, how he eased the minds of his team during this change, and how they think about marketing performance after the transition to agile marketing. Aaron also offers insight into why engineers and people with backgrounds in math, software development, and statistics make great additions to marketing teams.
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In this episode, Maria White shares insights about getting comfortable in a remote environment and building the right mindset for virtual meetings. She also shares some great insights on how sellers can build an emotional connection with the prospects and have an impact on their virtual sales meetings.
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In this episode, Wes Yee breaks down all the aspects related to growth marketing right from the definition to the tips on getting started with growth marketing. He also shares insights on growth marketing tactics, the right metrics, and a guiding framework for growth marketers and aspirants.
embraceyourjourney
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In this episode, Steve Arentzoff shares insights and his approach towards building a marketing organization that’s focused on revenue. Steve touches upon different areas like martech stack, marketing data, and highlights the pitfalls to watch out for by demand generation teams while driving outcomes.
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In this episode, Thani Gopalakrishnan takes us through his journey and shares insights on using the three dimensions- people, process, and technology as levers to solve business problems. He also shares his framework for marketing technology and best practices on managing data for marketing operations professionals.
simplifytoscale
Contact Thani Gopalakrishnan | Follow us on LinkedIn
In this episode, Hilary Headlee discusses sales operations, having agile teams, and aligning the sales organization for enablement initiatives. She also talks about how they set up their sales teams to manage a high product demand during the on-going COVID situation.
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In this episode, Mukul Sheopory a product marketing leader at Ring Central talks about customer data-driven product marketing approach and shares his framework for product marketing inspired by the ten principles of good design by Dieter Rams.
Contact Mukul Sheopory | Follow us on LinkedIn.
In this episode, Gabe Rogol talks about the three different layers to the ABM approach and executing ABM at scale using a priority-based account segmentation method. Gabe also explains how personalization really depends on the data and resources available that ultimately affects the level of personalization and the complexity associated with it. We further discuss what the future looks like for Account-Based Marketing.
Contact Gabe Rogol | Follow us on LinkedIn.
In this episode, Paul Cesar, Digital Marketing Lead for demand generation at Cloudflare brings up an interesting conversation around the benefits of having an agency-driven model for demand generation and how should you go about picking the right one for your business.
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In this episode, Stacey Justice, Vice President of Sales Strategy and Enablement at Workfront talks about how Sales enablement should always tie back to the ROI and business outcomes. Right now with COVID and remote work environment, sales enablement's role at companies becomes even more critical to help turn their sales reps into digital sellers.
Contact Stacey Justice | Follow us on LinkedIn.
In this episode, Jennifer Schulze, VP of Product Marketing at Epicor talks about what customer marketing teams should really focus on to build better relationships credibility and trust and how to operationalize this in the organization. She also highlights the role of data and the right way to measure success.
Contact Jennifer Schulze | Follow us on LinkedIn
In this episode, we take a deep dive into the impact of competitive intelligence on sales performance and outcomes with Matthew Coblentz, a competitive intelligence expert at Salesforce. Learn how you can keep your sales teams well informed around the competition to handle objections effectively and to build better relationships.
Contact Matthew Coblentz | Follows us on LinkedIn.
In this episode, Giovanni Riva, the Head of Employer Branding & Talent Acquisition at Pipefy shares insights on expanding into LATAM market and how to build high performing sales teams and nurturing the A players in your team.
Contact Giovanni Riva | Follow us on LinkedIn.
In this episode, Ali Penny, Senior Director of Recruiting programs at Yext who has helped build multiple teams, recruiting programs and innovative processes shares amazing insights from her experience to help professionals at every stage of their career get on the right path to success.
Contact Alison Penny on LinkedIn.
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In this episode William Lum an expert in marketing and marketing operations for a number of technology companies like Palo Alto Networks, Adobe, and Oracle shares his proven framework for optimizing marketing to help marketers get amazing results from their marketing efforts- right from identifying target accounts and buying teams to creating relevant content and generating quality leads for sales.
Contact William Lum: Email- marketingoptimized@gmail.com | LinkedIn
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In this episode, David Gray presents a new outlook on sales enablement as a function that can help companies effectively utilize sellers by putting them in a position of becoming an informed marketer to further their relationships at every stage of the funnel. David shares a framework to operationalize sales enablement along with some key takeaways for enablement professionals.
To learn more about this contact David Gray: LinkedIn | Email
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In this episode, Kevin Sellers the CMO of Ping Identity digs deeper into the roots of marketing and the evolution of marketing technology while presenting an actionable template for marketers to build great brands and tell compelling brand stories. He covers many aspects surrounding the brand building and why having just the data and technologies is not enough for companies to win.
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In this latest episode of Sunny Side Up Podcast, Madhukar Kumar, VP of Product Marketing at Nutanix shares actionable insights for product marketers to build virtual experiences for customers and users and to overcome the challenges while building them. He talks about why you need to build these experiences and how to get started on it.
Contact Madhukar Kumar | Follows us on LinkedIn
In this episode, Jyoti Kukreja shares her insights on the data landscape along with a tried and tested framework called DIKA that helps you analyze the data and derive insights from it to drive meaningful actions. She also highlights the importance of Artificial Intelligence technology in helping business decision-makers surface data points that are often overlooked or are hidden but have a great impact on the decisions.
You can contact Jyoti Kukreja on LinkedIn | Follow us on LinkedIn.
In this episode Gerry Murray makes us re-think customer data and highlights the responsibility of marketers as a steward of data and how brands can build better data relationships with customers by focusing on the input side of the data and being honest and open about the use of customer data. Gerry shares his framework for brands to get consent and gain the customer's trust in them when it comes to data.
Contact Gerry Murray on LinkedIn | Follow us on LinkedIn,
In this episode, Steve Rodenberg shares insights on Competitive intelligence. We talk about the difference between competitive intelligence and market intelligence and understand the strategic and tactical role it plays in a company. Steve walks us through the different use-cases for it and shares his 7 Steps to build a successful competitive intelligence program.
If you have questions related to competitive intelligence you can reach out to Steve on LinkedIn.
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In this episode Liz Kokoska, Sr. Director of Demand Generation at Okta, joins us to discuss creating teams and departmental alignment, pivoting to virtual events in the wake of COVID-19, and offers advice for anyone else looking to take the plunge into virtual events as she has and making it really work.
Liz shares some great tips for marketers to make their next virtual events work.
- Use data to understand trends
- Get clear on the audience goals
- Build a super targeted list based on your ICP and personas
- Be time-zone focused
- Be creative
- Record the events to create on-demand assets
- Choose a good virtual platform
Contact Liz on LinkedIn
In this podcast, we speak to Stephanie White, a Global Enablement Tools Manager at Juniper Networks. Stephanie explains what sales enablement really means and how she helps sellers succeed using the right combination of tools, insights, and sales enablement initiatives.
Contact Stephanie White to learn more about such best practices.
In this episode, Bill Kent, a Senior Strategist at Bonfire Marketing, talks about how the current MQL model has flaws and it doesn't help salespeople succeed. He walks us through his approach of 'Going Beyond MQLs' to improve the quality of leads going to sales.
You can contact Bill regarding this topic | LinkedIn.
On this episode of Sunny Side Up, Asher catches up with Scott Caulfield, managing director of Bang Australia. Scott and Asher discuss Scott’s beginnings and his journey through his career to becoming a managing director at Bang Australia. Scott also summarises the biggest differences in dealing with the Americas and dealing with the Asia-Pacific region and how you might need a couple of playbooks for each country you’re dealing with.
LinkedIn | Email
On this unscripted episode of Sunny Side Up podcast, Deanna Ransom, a senior marketing leader and woman of color discusses recent events in the context of her corporate career and marketing practices. This episode explores various themes surrounding the #BlackLivesMatter movement which is broadening worldwide. Deanna concludes by citing marketing as a unique way of listening, understanding, and engaging with the audience. And that, by addressing difficult conversations in marketing, we achieve meaningful change in people’s mentality and broader society.
In this episode, Oscar Collingwood-Smith from MindTickle shares some creative strategies that can help Sales professional prospect better and provide more value to existing customers.
In this episode, Piyanka Jain an expert on data science, AI, and machine learning shares her insights on how companies can leverage data to stay profitable and how marketing and sales can fill the demand gap due to COVID-19 crisis.
Learn the importance of having an amazing Sales Tech Stack for driving success for Sales teams.
About Tyler
Tyler is a passionate Marketing Leader with 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He also reserves a passion for customer-centric problem solving, creative storytelling, and data-driven marketing
After building and leading teams in B2B sales and accomplishing several core business goals as Chief Product Officer of Salesforce Marketing Cloud, Bryan started his stint as CEO at Sigstr back in 2017 with the sole aim of building a product that creates the next frontier in email marketing. Bryan participates in this episode of Sunny Side Up to share his tips on Email Marketing, on specific B2B marketing challenges and of course to discuss the future of SaaS!
Sam Melnick, VP of Marketing at Allocadia joins us in this episode of Sunny Side Up to share his thought-leadership on top revenue driven B2B marketing strategies that can impact overall goals and your company bottomline.
Pedro Arellano joins us in today’s episode of Sunny Side Up to share his expertise on evergreen B2B go-to market and product marketing strategies! With over twenty years of experience in the data and analytics industry, Pedro has relevant industry experience and expertise in various aspects of technical, professional , product management and marketing roles and we’re excited to hear his thoughts in this episode!
We’ve all seen the growth in demand for CDPs in both the B2B and B2C marketing and sales domains. Optimizing the use of your customer data platform is essential to ensure teams get full value out of it. In this episode we have Chris Slovak, VP of Global Sales Solutions at Tealium share his thoughts on some best practices for B2B sales and the use of CDPs!
On this episode of Sunny Side Up, a B2B podcast hosted by DemandMatrix, we have Toby Daniels, Co-founder and CEO of Crowdcentric Media and Founder of Social Media Week join us to share his thoughts on what everyone in B2B marketing loves- data while also sharing his thoughts on trending B2B marketing strategies.
In today’s data driven marketing and sales environment, we all know how crucial it is to simplify data and make it easier to use in order to fuel better marketing and sales results. In this episode we have Patrick Pitre of IBM join us to share tips on harnessing data for better ROI.
In this episode of Sunny Side Up, we welcome Abhi Yadav, Founder and CEO of Zylotech, a self-learning Customer Data Platform. As an Entrepreneur and Technologist, Abhi is known to be passionate about AI/ML and loves to solve problems and build products that sit at the intersection of data, decision-making, and marketing. He has worked with several enterprise brands across the retail, technology and financial industries. In this episode, Abhi and our CEO Meetul Shah have a quick debate on CDPs and DMPs and the future of these technologies in a typical B2B marketing stack.
We all know how content is key or rather, as you’ve often heard it being said – content is king to any B2B marketing strategy. And that’s why we have Michael Brenner, CEO of Marketing Insider Group, join us on this episode of Sunny Side Up. At Marketing Insider Group, Michael has worked with over 75 brands to build out effective content marketing and employee activation programs. Michael has been recognized as a Forbes top CMO influencer, a Top Business Keynote Speaker by the Huffington Post and a Top Motivational Speaker by Entrepreneur Magazine and it’s a pleasure to host him on our podcast!
Mark Rogers, Chief Revenue Officer at Impartner Software, a leading SaaS-based Partner Relationship Management solution joins us in this episode to share his thoughts on the evolution of the SaaS marketplace while also throwing light on proven tips and strategies that can optimize B2B Partner Relationship Management and go-to market strategies.
On this episode of Sunny Side Up, (a podcast hosted by DemandMatrix), we have Account-based Marketing expert Masha Finkelstein join us to discuss – well – everything ABM under the sun!
Masha led Growth Marketing at Google Cloud until recently and then moved over to Intuit as Marketing Technology Innovation and Best Practices at Intuit. She shares her expertise when it comes to designing, implementing and optimizing an ABM campaign with us in this episode.
Jay McBain, Principal Analyst of Global Channels at Forrester joined us on the Sunny Side Up podcast hosted by DemandMatrix in this episode!
Jay leads Forrester's research and advisory for global channels, alliances, and partnerships. In this episode, our CEO Meetul Shah discuss the future of channel marketing within the B2B and Tech marketing domain with Jay , given his extensive background in channel leadership, sales, marketing, and operations, …so well, there’s lots to uncover and learn from this conversation!
Atul Jalan, the founder and CEO of leading B2C Customer Data Platform Manthan discusses the future of tech and its impact on mankind in this interesting conversation.
About Atul
Atul is a serial tech entrepreneur and founder of Manthan, a platform that offers artificial intelligence (AI) and analytics as a service. Before Manthan, Atul ran three ventures. Atul is also the author of the book Where Will Man Take Us?
About Manthan
Manthan offers a portfolio of analytics-enabled business applications, advanced analytics platforms and solutions that are developed to help users across industries walk the complete data-to-result path – analyze, take guided decisions and execute these decisions real-time.
Key takeaways from the episode
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“A blog on how data and data analytics will be the last frontier in computing resulted in the idea behind Manthan.”
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“Everything is data today, we try to solve consumer focused business problems (B2C) and the journey is amazing. This is the time to be doing all of this.”
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“Today’s consumer is a newly empowered customer and it takes a deeper understanding to give them what they need and want. “
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“The problem with today’s consumer is that they are already intelligent and knowledgeable. You have to be authentic with them.”
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“To my mind, to address key objectives of customer experience and to provide a very individualized customer experience is integral.”
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“It is important to avoidtaking shortcuts while planning and implementing a CDP solution or any other tech solution that breaks down data and analytics.”
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“Using your marketing automation and infusing it with more intelligent marketing communication will drive results and personalization.”
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“Always remember, Technology is not just for marketing or for a specific purpose anymore! It’s everywhere and we use it all the time, for everything – to improve our lives and make it more convenient.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Spencer talks about the need for better data storytelling and data literacy within the B2B marketplace in this episode.
Serial Salesperson, 3x Multi-Million Dollar Entrepreneur, Author, INVESTOR and expert speaker on sales, marketing and entrepreneurship- Brandon Bornancin joins us on the Sunny Side Up podcast by DemandMatrix to discuss B2B Sales techniques that make a difference!
About Brandon
Brandon Bornancin is the founder and CEO of SeamlessAi and is known to be a sales obsessed entrepreneur, leader, author & investor!
About Seamless.Ai
SeamlessAi was started by Brandon Bornancin and a group of award-winning entrepreneurs who are working to disrupt the B2B Sales industry.
Key takeaways from the episode
- “I built Seamless.Ai because I needed to sell faster!”
- “Seamless.Ai helped me make over 7 figures in sales in a year! And I wanted to help the industry do the same!”
- “Over a course of a decade I wrote thousands of sales scripts through my roles at IBM and Google. And I always felt, if I don’t let the industry see this or help them lift their sales with this, its not worth it.”
- “Thousands of SaaS companies have the right software perhaps, but their Sales won’t know what to say and they won’t know how to sell to let’s say thousand people per day!”
- “My company almost went bankrupt three times! But that led to a new learning curve.”
- “The first 3-5 years are usually startup hell, but after that, it is all experimentation and expansion. I’m on a mission to build a million dollar company even if it means losing everything I own.”
- “Pick a niche to get rich when you sell in B2B! Don’t sell to too many people. Sell one thing to one person in an industry at a time.”
- “Go laser-specific when you need to target or sell something to someone. Write all your sales cold scripts and pitches, ads and case studies aligned to that one persona at a time.”
- “Persona based outreach will always cut through the noise faster.”
- “Messaging based on one persona will ensure your audience reacts to you and engages with you more!”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Rick Girard, the Host of the Hire Power Radio show who is also the CEO of Stride Search Inc, (an agency focused on disrupting the Recruiting & Talent Acquisition space) shares interesting hiring tips to help you transform how you hire and shape your Marketing and Sales teams.
About Rick
Rick is a Talent Acquisition Leader and serves as the CEO of Stride Search. He is also the host of the Hire Power Radio show.
About Stride Search
Stride Search is on a mission to help startups gain a competitive advantage by formalizing a process to maximize candidate hiring and engagement.
Key takeaways from the episode
- “When it comes to candidate engagement: it’s all about treating people the way they’d like to be treated.”
- “There’s not enough care and thought that’s put into building an interview process and understanding what it is that your company needs.”
- “People don’t really know how to interview for a cultural fit, but they know how to interview to identify skills.”
- “I’m a big believer of hire for culture first and skills second, because skills can be learnt. But you need the people with the right attitude.”
- “This is especially important for a small set-up or culture.”
- “As a culture, you want to be able to offer upskilling and augmenting options to your candidates and team. You need to be career-minded of the people you do have.”
- “When you bring in someone better, they help elevate the success of the entire company.”
- “You should always be talking to your people to understand what they want and where they want to be fit.”
- “It is important to try and provide something more than just monetary benefits.”
- “There’s still talent shortage and you need to go out and be pro active to find the right people.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Jon Ferrara, the pioneer and creator of #CRM solutions and Founder/CEO of Nimble LLC a social CRM service for small businesses joins us on Sunny Side Up to discuss the future of Customer Relationship Management within the B2B segment.
About JonJon is a tech entrepreneur best known as the co-founder of Goldmine Software Corp. He is the founder of Nimble which is also his most recent venture.
About NimbleNimble is a smart CRM that works directly inside your Office 365 or G Suite inbox.
Top takeaways from the episode
“I think my passion was inspired by my youth because our president decided to spend trillions of dollars to send men to the moon and as a young boy growing up watching the Mercury Gemini and Apollo programs do what they did, I wanted to be like that and I saw that the emergence of microcomputers was a way for me to tap into that technical side.”
“I believe people sell what they know and they know what they use.”
“The way that you build a brand is- you need to tell stories and get people to tell those stories because it’s more powerful when other people talk about you than when you talk about you.”
“So the marketing technology stack if you will has to include at its basics some type of marketing automation system that helps you to do lead qualification and you can think of that as the bomber flying over the battlefield that drops bombs to soften up the battlefield, but to win a war you’ve got to put boots on the ground!”
“But the thing is that there’s two hundred twenty five million global businesses, less than 1 percent use any CRM. So what does that tell us? That tells us that CRM systems don’t really serve the masses.”
“I share content on Twitter Facebook and LinkedIn thought leadership materials on social sales and marketing. And then I listen and engage in order to connect those conversations into mutually beneficial relationships.”
“The more digital we get the more human we need to be. We need to take digital conversations face to face.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Nick Bonfoglio, CEO and Founder of Data Management Platform- Syncari and Former founding CEO of Aptrinsic shares interesting entrepreneurial learnings and takeaways while also discussing his thoughts on the future of the DaaS/SaaS marketplace.
About Nick
Prior to starting Syncari and Aptrinsic, Nick was the EVP of Global Products at Marketo where he was responsible for product, engineering, cloud operations, technical support, and security services. Nick has over 25 years of experience working in product development, technology and customer service.
About Syncari
Syncari is a new Data Management Platform currently in stealth mode.
Top ten takeaways from the episode
- “The trick as an entrepreneur is knowing when to dive deeply into the business during various stages of growth.”
- “I love to build products that move the needle for users. That’s why I’m an entrepreneur today.”
- “I really want to build a big successful, public company”
- “We are nearing a stage in SaaS where features and products are emerging and evolving all the time”
- “There’s a huge problem in businesses when it comes to data quality and data management, an average company will have 100,000 records but will spend 4M dollars on data quality issues! We want to fix these issues.”
- “Data quality when you’re doing a Marketing campaign is absolutely critical.”
- “Marketing teams are once again going through a transformation. Nothing is working like before, I see more multimedia and targeted outbound and Relationship Management becoming more important. At Marketo we called this hyper-personalization with an Account-based focus.”
- “Data quality and Data Relevancy and Data Consistency is just immensely critical to ensure people are attacking the right things.”
- “As a new entrepreneur to go slow and make sure that there is an adequate product-market fit is key to driving goals.”
- “I would resist the urge to raise a lot of money right in the beginning.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Carlos Hidalgo, the author of Driving Demand (2015) and The UnAmerican Dream (2019) and Founder/CEO of Customer Experience agency VisumCX speaks to us today to talk about his journey, his books and how marketing and sales teams can enable better B2B customer experiences.
About Carlos Hidalgo:
Carlos is a 25-year business veteran who has held several corporate roles, started his own entrepreneurial ventures and served in non-profits. Carlos is a keynote speaker who regularly discusses topics on marketing, business leadership, B2B customer experiences.
About VisumCX:
VisumCX is an agency that is focused on working with mid-market companies to enable and deliver better customer experiences.
Top ten takeaways from the episode:
- “My book The UnAmerican Dream is about this hustle that everyone is all about today. It talks about the balance we need between our professional and personal lives.”
- “There’s a clear difference between customer service and customer experience. Often times , companies can provide stellar customer service because of a bad customer experience.”
- “Organizations confuse the two, they often feel that because they provide a good customer service, it takes care of the customer experience aspect.”
- “Customer experience starts long before anybody buys anything.”
- “If a customer has a bad experience when on the website or when looking for product information, that’s already impacted their perception of your brand!”
- “It is important to look at the full buying journey to create a better customer experience.”
- “A good CX starts with a good employee experience as a base. It is important to work up from that level, to understand the mission of the company and the experience that the company wants the customer to feel.”
- “There’s now a California Gold Rush in the B2B marketing segment- with too much martech! Companies are buying into martech without a clear vision of what they want the tools to do or without a clear understanding of how to fully optimize value from them.”
- “It is crucial for teams to define their strategy before investing in martech or any tech.”
- “The fact that people are paying more attention to data and they are looking more at what they can do with it also helps plan interactions with the customer the way they want – thereby creating a better overall customer experience.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Julien Thuy who is an Enterprise Relationship Manager at Glassdoor (UK) shares interesting tips on Account Management and B2B Enterprise Relationship Management to help boost your end results.
About Julien
Julien is a seasoned Enterprise Relationship Manager and Account Manager who has worked with leading companies like Blue Jeans Network in the past.
About Glassdoor
Glassdoor is one of the world’s largest job and recruiting sites. Their mission is to help people find a job and a company they love. Glassdoor pairs the latest job listings with information from employees on what it’s like to work at a company, such as company reviews and salary details. Glassdoor helps employers recruit and hire quality talent.
Top ten takeaways from the episode:
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“Finding new strategies for business is always a crucial part of everyday for me!”
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“Users come to Glassdoor because we have a network of high quality users and employees.”
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“I like to meet with the right people in a company and find out why they would need a solution like ours before I start a Sales conversation.”
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“Knowing your customers like the KYC process in the banking industry can actually be useful in B2B!”
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“You can’t have the same material sent to everyone. Having the right message for the right person is easy to do when you build a good business/enterprise relationship. For this to happen, you need to have the right mindset and not be just a random sales guy!”
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“Try to think of Account Management as treating your clients like you treat your colleagues!”
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“I like to build Enterprise Relationships with this in mind: partnering together to achieve goals together.”
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“You have to have regular reviews to understand changing customer behavior to understand when is the right time to upsell/cross-sell something.”
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“By talking to clients and partners regularly, it is easier to build a relation and identify upselling/cross-selling triggers.”
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“Ask the right questions to get the right results!”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Jennifer Pockell Dimas, a marketing leader who was spearheaded business growth in enterprise software companies like Plex, Demandbase before starting her stint as CMO at Gigster shares interesting techniques to boost your B2B marketing.
About Jennifer
For over 20 years, Jennifer (Jen) has led marketing at high growth enterprise software companies like Plex, Demandbase, Egnyte, Polycom and Hyperion. Currently, as CMO at Gigster, Jen engages with our global customers and prospects about the benefits of digital transformation. She also extends and celebrates the Gigster Talent Network and amplifies the Gigster brand.
About Gigster
Gigster provides a quick and easy way to build custom software solutions.
Top ten takeaways from the episode:
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“How well you create a foundation for a 100% ABM approach is crucial to long-term growth and results.”
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“You can use various inputs from your data and insights to constantly monitor your prospects and plan appropriate cadence to get better engagement.”
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“Everyone in marketing needs to work on a very clean and well articulated representation of their brand!”
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“How can we articulate who we are and what we do uniquely in a concise and powerful way.”
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“There’s a difference between amplifying a brand and defining a brand!”
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“A good corporate positioning workshop that represents every function of the business helps in building that aligned brand message.”
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“If we are evolving our marketing programs all the time, there may not be a post form world anymore because of the tools and digital signals available to us today!”
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“A form at this point is something we are all comfortable with but I don’t think it is something that is helpful in a buying process!”
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“A must-have in any marketing campaign – focus on your customer!”
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“Always think from the perspective of your customer and how you can add value to their work and life!”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Tom Treanor, Global Head of Marketing, Arm Treasure Data discusses everything under the sun when it comes to B2B marketing, from what keeps marketers in this segment up at night to better strategies that drive your ABM results!
About Tom
As Arm Treasure Data’s Global Head of Marketing, Tom is responsible for driving the overall marketing strategy for Treasure Data’s CDP (Customer Data Platform) and IoT Data Analytics solutions.
About Arm Treasure Data
Arm Treasure Data is an Enterprise CDP that integrates and uses marketing data from multiple different platforms.
Top ten takeaways from the episode:
- “Customer data is often optimized around a certain function – it’s important today for marketing teams to integrate all this data before using it to understand the customer.”
- “Marketing today is now driving the conversation in most B2B companies.”
- “Generation of Account-based focused marketing from all groups, whether its sales or others is an important trend that needs accurate measurement of results.”
- “The fundamental of personalizing any campaign starts with understanding all the different aspects of the customer – how they respond to campaigns, etc. If you personalize without understanding this, you will be marketing to prospects who don’t like what you’re saying.”
- “Quality interactions are crucial in B2B, more than in B2C – that is where a CDP can help B2B marketing teams.”
- “Because most tools are optimized around a certain function, they don’t provide the raw data that helps all-round understanding of customer behavior.”
- “It is crucial to have a neutral place to gather all your data, run analysis and activate around it.”
- “What we say is a trend of companies putting one person in charge to administer customer data.”
- “The main pain point any CDP solves is aligning disparate data.”
- “Sometimes, lack of clear ownership of customer data can be a drawback or challenge for teams.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode, Founder and CEO of top rated review site TrustRadius- Vinay Bhagat discusses his entrepreneurial journey while also breaking down the future of the SaaS marketplace.
About Vinay and TrustRadius
Vinay is a serial entrepreneur who conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. Prior to founding TrustRadius and his earlier company – Convio, Vinay served as a Director at Trilogy Software and a Consultant at Bain & Company in London, Hong Kong and Kiev. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors. When he’s not working, Vinay loves spending time with his kids, swimming and the occasional squash game.
Top ten takeaways from the episode:
- “The epiphany for TrustRadius came when we were procuring technology to run our own business. In one case, we rolled out a tool that wasn’t the right fit for our team. Without doing sufficient diligence to see how the product would work in our case led to a great degree of buyer’s remorse!”
- “3 Trillion Dollars are spent on enterprise technology purchase every year. Businesses need trusted buyer reviews to make the right technology choice.”
- “One of the rules we always follow – Put the Buyer First.”
- “The SaaS marketplace is proliferating. Software will become more pervasive. And with time, the idea of owning a software will eventually be replaced by subscription-only models.”
- “The democratization of IT purchasing boosts the demand for trusted buyer review sites like ours.”
- “When it comes to customer reviews, people come to read them because they are looking for the other side of the coin – they want to understand what the cons are for a particular tech product.”
- “No longer are people choosing technologies purely on the basis of a brand name anymore.”
- “We’ve seen a tremendous growth across the board in martech. There are certain categories like Customer Data Platforms that are gaining popularity.”
- “Having a more systematic way to gather customer feedback will be more and more critical.”
- “The combination of a very focused advertising campaign teamed with a strong conversion page can be a compelling strategy for any Account-based Marketing strategy.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode, we discuss top Data Management Tips and Techniques with Christopher Penn, Co-founder and Chief Data Scientist at TrustInsights.ai
About Christopher and TrustInsights.ai
Christopher is an established expert on analytics, digital marketing, and marketing technology. As a recognized thought leader, author, and keynote speaker, he has helped shape four key fields in the marketing industry. He co-founded TrustInsights, a Marketing Data and Analytics Consulting in 2017.
Top ten takeaways from the episode:
- “As a “Data detective”, you have to keep an open mind because you don’t know what is going to happen next!”
- “The serious problem today is that, if you don’t know where your data is or what quality it is in, you will have a fundamental problem. Adding more data to this is not going to do anything.”
- “I follow the 6 Cs when it comes to dealing with data mismanagement issues!”
- “If your data is not in the format for both people and machines to use – there will be problems later on.”
- “People are thinking of compartmentalizing their functions and data today. They have all these ingredients that they need to optimize. But they need to first understand what the goal is that they want to achieve first.”
- “The problem with all the tools out there is that they are just tools. You need to have the tools but before the tools, you need to have a plan.”
- “It’s never a good idea to have technology for technology’s sake.”
- “Except for the most progressive companies, most B2B marketers are doing the same thing that they did before.”
- “When you talk about B2B data, things like do you know who your customer is, do you have the right analytics are all important. But companies need to get better when it comes to using all these software to understand their data.”
- “Companies need to get smarter about bringing in relevant third-party data to augment their efforts.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
John Common discusses key B2B Marketing and Revenue Generation trends with us in this episode.
About John:
John is the CEO and founder of Intelligent Demand. Throughout his career spanning over 20 years, he has focused on creating measurable revenue growth, from inside the org chart, as well as a trusted agency partner.
About Intelligent Demand:
Intelligent Demand is a full service revenue agency that helps clients find, keep and grow relationships with their ideal customer base.
Top ten takeaways from the episode:
- “At Intelligent Demand, we try to be the answer to the ever evolving question: what does it take to grow real revenue and bring your brand to life.”
- “The master trend right now in the B2B space is Account-based Marketing or Account-based Sales. Though here at ID we like to call it Account-based Revenue.”
- “I’m seeing a continued rise of the Sales Development function within B2B.”
- “Obviously, we are seeing a renewed focus on Data that’s driven by Account-based Marketing and also the rise of privacy laws.”
- “B2B companies have started taking Customer Experience more seriously today.”
- “A common mistake I still see is people adopting technologies and tools hoping to see magic from them.”
- “Marketing alone cannot transform performance. Revenue growth is a team sport.”
- “You need deep cross-functional relationships between teams to ensure best results from any revenue generation strategy.”
- “Stakeholder alignment is crucial throughout a business journey.”
- “At the core of any strategy, always remember that not every account is equally valuable to you.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Sophie Asher, International Product Marketing Manager at Twilio breakdowns key Product Marketing and Go-to Market trends in B2B with us in this conversation.
About Sophie:
Sophie is an enterprise go-to-market specialist and product strategy leader with proven expertise in creating effective enterprise positioning.
About Twilio:
Twilio is a cloud communication platform that helps build SMS, Voice & Messaging applications on an API built for global scale.
Top ten takeaways from the episode:
- “In Product Marketing today, there are a couple of different broad trends today. But the focus is increasingly shifting on being more customer-centric when driving decisions.”
- “I think one of the key sources of data is always around the key customer base – what trends you see in terms of HOW customers use your product, what kind of buyers they are, what industry they belong to – that helps to be a starting point when testing various hypothesis down the road.”
- “Interactions with your customers and keeping a tab on how they are interacting with you across your channels is always crucial.”
- “The role of Product Marketing Managers could increasingly evolve to becoming more involved in overall business strategy with a focus on creating better use cases and product integrations.”
- “Some of the biggest challenges in Product Marketing is differentiating your product in a crowded space. Particularly getting customers to believe they need your product over others.”
- “Product Marketers who have a broad cross-functional experience will be able to bring in better expertise with the changing dynamics.”
- “Tying back some of the technical benefits of a product to the customer’s benefit besides focusing on how different it is crucial to creating that valuable engagement.”
- “I think its important to think not only about the immediate users of your product but to also talk about the impact it can have.”
- “Becoming a trusted thought partner for your customer is important to ensure a good flow of communication.”
- “Always focus in providing content that is valuable and not always promotional.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode, we discuss key Growth Marketing trends with Jorge Selva, Senior Growth Marketing Manager at G2 Crowd:
About Jorge:
Jorge Selva discusses his journey from the B2C to the B2B domain and shares the similarities between the two that have helped him thrive.
About G2 Crowd:
G2 Crowd is one of the world’s leading peer-to-peer review websites that helps compare the best business software and services based on user ratings and social data.
Top ten takeaways from the episode:
- “Its been fun for me to go from B2C to B2B and explore the many similarities between the two in terms of behaviors and trends.”
- “Communication is a fundamental issue when it comes to key challenges among marketing and sales teams for instance.”
- “We focus on better ways to build out profiles of our target audience to figure out which are the best personas to target.”
- “One of the main drivers is figuring out how to speak to your target personas and create content accordingly.”
- “Tools that provide buyer intent data and tell you who is in market at the moment helps align marketing dollars.”
- “We use intent data and insights in alot of our nurture sequences to explain some of our benefits and how we stack up against our competitors.”
- “Any stage of the funnel where you can explain your product better helps move customers across their journey.”
- “A big first-part to ensuring optimized ROI is always to ensure that every team and system is working the way they should be.”
- “Keep an open communication with your sales team at all times.”
- “The main role in Growth Marketing is testing all the time. What worked yesterday may not work today.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode, our CEO Meetul Shah discusses martech with none other than chiefmartec– Scott Brinker!
About Scott and Chiefmartec:
Scott is an entrepreneur, technologist, marketer, author and most famously also often referred to as the Father of the Martech Industry, especially because of his martech landscape chart! His popular chief marketing technology blog cheifmartec.com serves as a one-stop-shop for every #martech need.
Top ten takeaways from the episode:
- “I would have LOVED to end up somewhere in the music industry! My work is actually easy compared to them!”
- “I look back at the number of companies from 2011 and a large number of them have been acquired. Very clearly, consolidation happens. The natural course is – innovation cycles lead us to consolidation.”
- “The net number of software companies continues to increase globally. But the same pattern follows in most segments.”
- “Stuff like Uber didn’t even exist before. But they changed how people thought about transportation! Now transportation-as-a-service is a flooded market! Think about it. Things keep emerging and when something new emerges it makes us all think.”
- “I don’t know any marketer who says that everything they need they have through their tools and technologies. There is a lot of scope for innovation here.”
- “Everyone needs something that connects to other areas of the business in order to bridge silos.”
- “People want a mix today- the smallest number of tools that at the same time help them beat their competitors! Everyone wants to be a Hero CMO!”
- “There is a lot happening in martech and marketing for any one company to solve entirely.”
- “It is crucial to have better foundational platforms.”
- “As software providers, it is now important to give CMOs the best of both worlds.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode, Brian Hession, VP of Data Quality and Innovation at TechTarget discusses key Demand Gen and Data Quality trends that will disrupt the B2B Marketplace.
About Brian and TechTarget:
Brian was the President & Founder of Oceanos (acquired by TTGT.)
Brian is a thought-leader and known to be an innovator who helps companies improve their demand generation initiatives with the aim of driving maximum revenue from it. He advises teams to ensure an optimal application of data and technology to produce better results. Under his leadership, Oceanos held a market leader position for a decade.
Top ten takeaways from the episode:
- “I spend a lot of time collaborating with multiple teams to ensure everything is optimized.”
- “The trend today is connecting first-party data to third-party sources to gain a richer view of the customer and the marketplace.”
- “Sales and Marketing are now better equipped to create robust profiles of their target customer.”
- “It is always crucial to keep your contact data in good shape.”
- “Third-party behavioral data can help create maximum value by creating more aggressive messaging.”
- “More and more Teams should ensure they are helping contributing to Sales productivity.”
- “In today’s environment it is important to use multiple sources of data to improve decision-making. The breakthrough we are seeing is based on what insights a particular team really needs, they then work backwards to ensure they get those insights from the right data set.”
- “Connecting better data input to AI-powered messaging helps marketing teams to be more timely and relevant in their messaging.”
- “Poor contact data will sabotage anyone’s ABM process.”
- “Teams are moving from a more modelled persona to more relevancy in messaging and campaigns.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode, we had Kate Bradley Chernis talk about the inspiration behind Lately Inc and the latest social media marketing trends that are prevalent in the B2B and Tech marketing domain.
About Kate and Lately Inc:
Kate Bradley Chernis is the Founder & CEO of Lately, an AI-powered marketing dashboard that helps reinvent marketing processes to give individual marketers the power to create and scale smarter and more consistent messaging.
Kate initially created the idea for Lately out of spreadsheets for her then-client, Walmart. Well, not just Walmart but also tens of thousands of local, small business and nonprofit affiliates who were all using her spreadsheet system – because they all had the same problems – lack of coordination, widespread redundancies, no proper visibility and no organization.
Prior to starting Lately, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM.
Top ten takeaways from the episode:
1.”I was a rock and roll DJ in another life!”
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“It was during a trying time and week that I met some Angel Investors who loved me and my idea and wanted to give me the initial fund to start this!”
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“What was so interesting with the Walmart project is that what I created for them helped other businesses with the same kind of marketing challenges.”
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“The spreadsheet system I created became a map for marketers. Because, in a big way, marketers have to do alot of the same thing again and again.”
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“As social engagement tools go, tools like Lately literally help curate and scale social media marketing in minutes. The demand for social engagement will always be there because its a channel that can help marketers with revenue. So optimizing social channels enables that effort in many ways.”
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“While we are an AI-powered company, one of the things we often tell our customers is that our goal with AI is to help marketers with their efforts, but at the same time we tell them that they cannot remove the human element from their writing when marketing anything.”
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“It is important to retain one-to-one elements of personalization and communication.”
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“About 80% of what an external agency can do is what a social engagement tool can help small and medium businesses do in half the time.”
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“Marketers now have to say the same thing differently, in different ways across multiple channels. That’s the biggest challenge today.”
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“People spend hours writing long form content. But that content needs to be re-purposed and re-shared many times after that, that’s one of the main purposes of social media engagement tools like Lately Inc – to help marketers scale.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
In this episode we had Jim Dickie, Partner at Sales Mastery discuss latest trends in B2B Sales and Marketing.
About Jim:
Jim Dickie is a Co-Founder of CSO Insights and Research Fellow for Sales Mastery; an independent research firm that focuses on profiling case study examples of how firms in the B2B marketplace are leveraging sales process, CRM, AI and knowledge to optimize revenue performance. Jim has over 30 years of sales and marketing management experience. Jim began his career with IBM and Sterling Software and then went on to launch two successful software companies. Jim then went on to co-found CSO Insights, which was acquired by Miller Heiman Group.
Jim is also a contributing editor for CRM Magazine, CustomerThink, Top Sales World, and a contributing author for the Harvard Business Review. He has served as an advisor to Baylor Center for Professional Selling, William Patterson University’s Russ Berry Institute for Professional Selling, and is a lecturer at the University of Georgia’s Terry College of Business and the University of Colorado’s Leeds School of Business.
Over the past twenty years, Jim’s teams have surveyed over a thousand sales transformation initiatives. Their research has become the benchmark for understanding how the role of sales is evolving, the challenges that are impacting sales performance, and most importantly what companies are doing to address those issues. Having worked with clients spanning multiple industries, including such firms as 3M, ADP, Cisco Systems, Corning, Direct Energy, Fairchild Semiconductor, Federal Express, IBM, Accenture, VISA, Xilinx, McKesson, Unocal, as well as many small to midsize enterprises, Jim has a broad perspective into sales transformation in the B2B world.
Top ten takeaways from the episode:
- “A key question to ask in B2B Sales today is- What’s the next generation of solutions to optimize sales through better solutions.”
- “I spend part of my time looking for answer and the other part of my time sharing answers!”
- “One of the major trends we are seeing (because people have access to better data) is that marketing and sales is trying to be all things to all people.“
- “We see people spend a lot of time identifying what their ideal prospect looks like.”
- “We have to start thinking about things from our prospect’s perspective. A personalized message should talk about how you can help someone do their job better. Everyone makes a decision based on personal payback.”
- “We spend a lot of time doing an analysis to understand who we want to engage with. But we forget to identify how we can help other people do something better.”
- “We have to earn the right to engage people as Sales and Marketing people today.”
- “A lot of companies do sales cycle reviews to understand why they lost a deal. But how often do they ask themselves, ‘what did you do to lose the deal’?”
- “If Customer Support people are not part of a prospecting campaign or part of the marketing campaign, there will always be a disconnect.”
- “When we did our study, the number one thing people were focused on is AI for lead generation.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Jenn Steele, currently the Chief Marketing Officer at Madison Logic discusses her journey as a tech marketer and shares some interesting insights and tips on B2B marketing in this episode of Sunny Side Up.
About Jenn:
Jenn is a marketing leader with considerable experience working in all major business units. She has worked in marketing roles across organizations like Amazon, Bizible and HubSpot before starting her stint as CMO at Madison Logic.
About Madison Logic:
Madison Logic helps enable sales and marketing teams with relevant buying insights to ensure every buyer interaction becomes more meaningful.
Top ten takeaways from the episode:
- “There is no such thing as a typical day for most CMOs anymore.”
- “ABM is shaping up differently depending on region.”
- “What amuses me is that for enterprise B2B sales, ABM is ancient to some extent. I call it sales with a digital assist.”
- “I don’t see ABM dying, even before it had a name, it was something we had to do as companies.”
- “What we are trying to figure out today as an industry is what constitutes ABM.”
- “Most companies consider their ABM approach to be tiered out.”
- “There are thousands of ABM platforms out there including Madison Logic, but every one has a different feature set. As a market, we will have to decide on a feature set.”
- “There’s a thin line between personalization and being creepy, marketers need to address that today.”
- “According to me, being agile is important in marketing. Marketing can be more agile and impact more accounts at once.”
- “One of my favorite Sales and Marketing alignment tips- Don’t be afraid to drink with sales!”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Tessa Barron, Senior Director of Brand and Communications at ON24 talks about the latest trends in the B2B and tech marketing industry and the common challenges B2B marketing and sales teams face in their everyday roles.
Mike Orr, Co-founder and COO of Grapevine6 (an enterprise social and digital sales engagement platform) speaks to us about the importance of a good end-to-end user experience while discussing innovative digital marketing and social media marketing trends within the B2B marketplace.
About Grapevine6:
Grapevine6 serves to be a powerful, personalized content engagement platform that allows your sales force to start valuable conversations and build trusted relationships with the right buyers at the right time. Grapevine6 was recently named a Leader in The Forrester New Wave™: Sales Social Engagement Tools, Q2 2019.
Top ten takeaways from the episode:
- “There is a growing demand for social engagement tools. It’s really because the most influential relationship is between the salesperson and the buyer and this is slowly moving to social.”
- “Any tools that can help salespeople engage authentically with customers will always be very valuable.”
- “Our customers build social selling programs using Grapevine6 to publish content and engage audiences on social globally.”
- “One of the things that work really well in this market is featuring employees that work on a project through various pieces of content.”
- “We use AI to analyze digital footprints to recommend content that is a best-fit for a specific account or specific contact. We tie content into personalisation basically.”
- “Creating a consistent customer experience across digital and self-serve channels is important throughout any Marketing or Sales campaign.”
- “We are seeing alot of video being used by both marketing and sales teams to create value.”
- “Whenever we see success in any content distribution program, marketing can’t keep up with creating personalized content at scale. That’s why outside tools that help you find relevant third-party content come handy.”
- “The industry is trying to get towards better attribution today. You can’t have a simple attribution model anymore.”
- “Understanding what the sales team needs is critical to content creation, in order to understand what the end customer needs to see.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
David Raab, Founder and CEO of The CDP Institute discusses the many benefits of Customer Data Platforms for B2B marketers and why there will always be a growing demand for technologies and platforms like CDPs.
About David Raab and The CDP Institute:
David is founder and CEO of CDP Institute, which helps marketers make better use of their customer data. David has been an industry consultant for many years, working with marketers to find and deploy the best technology of the period. He denies having known Benjamin Franklin personally!
Top ten takeaways from the episode:
- “About 3 weeks ago, we reacted to a great deal of confusion in the marketplace – that was the reason behind The Real CDP Program.”
- “You’ll be surprised to find many systems call themselves CDPs but don’t have all the capabilities to really be a CDP.”
- “The need for unified customer data will be with us for a long time.”
- “CDPs make it easier to deliver on Account-based Marketing/ABM. Specialized CDPs designed for B2B companies work at both levels to enable this.”
- “Sales and Marketing people need enough data to understand the current state of each target contact, that’s where CDPs are most useful.”
- “We used to define CDP as a marketer-controlled system, but its meant for Customer Success teams, Sales teams…many teams within a company can make use of the information in a CDP. CDP is focused on giving a product view of the data.”
- “What a CDP can do is give access to the same data to multiple teams within an organization so everyone has the same data to look at.”
- “Getting good data, knowing who to talk to, understanding what they’ve purchased in the past are some of the things that can be streamlined through CDPs.”
- “A good CDP, some of the more advanced ones will look at advanced messaging features, it will suggest who to talk to and when. There’s a lot of interesting work being done here that borders on predictive and prescriptive models.”
- “Many predictive modeling systems eventually morphed into CDPs.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Nina Church-Adams, currently the SVP of Marketing at Act-On Software discusses B2B marketing tactics that global tech leaders and her team at Act-On Software uses to ensure consistent pipeline generation. In this episode she breaks down the upcoming trends in the technology marketing domain and talks about the various ways in which B2B marketing and sales will change in the future.
About Nina:
Nina is a senior marketing leader with more than 15 years of experience building teams, products and brands. Nina has been successful in leading global cross-functional teams through product launches, go-to-market transformations, and organizational transitions. She is a marketer, and a storyteller who can align a diverse team around a shared vision by harnessing and focusing on a team’s creativity.
About Act-On Software:
Act-On Software is a leading marketing automation / SaaS product that helps sales and marketing teams increase and convert leads faster and more efficiently throughout the buying journey.
Top ten takeaways from the episode:
- “From a marketing standpoint, my team is now trying to enable a more agile marketing process.”
- “So often people jump ahead into the measurement without any focus on ensuring they have the right kind of data.”
- “Paying attention to multiple data sets helps us optimize every campaign.”
- “Specifically coming from this space, I’ve seen people think about Demand Gen first when it comes to what they should their martech for. But they don’t think about leveraging marketing technology for activities beyond that and that is a big miss in itself. Often people don’t even think of marketing automation for a Sales use case!”
- “With subscription-models becoming more prevalent, it is crucial for Marketing and Sales to stay close to their customer!”
- “The role of the Salesperson according to me will continue to be important in the B2B space.”
- “Buyers have growing expectations now and this evolution is changing the industry, it is changing how we personalize campaigns.”
- “Its all about leveraging multiple technologies and data points to grab the best results today.”
- “Marketing and Sales alignment helps get better traction from every campaign and outreach.”
- “What our customers need is good technology plus the support to optimally use it.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Jeremey Donovan is SVP of Sales Strategy at SalesLoft, the world’s leading sales engagement platform. Over the past 20+ years, he has had an eclectic career spanning semiconductor engineering to product development/management to sales & marketing leadership at Xilinx, Gartner, AMA, GLG, and CB Insights. Jeremey is the author of five books including the international public speaking bestseller “How to Deliver a TED Talk” as well as “Predictable Prospecting.” He holds a BS and an MS in Electrical Engineering from Cornell University and an MBA from the University of Chicago Booth School of Business.
In this episode, Jeremey discusses key B2B sales strategies that help organizations like SalesLoft drive more results.
Top ten takeaways from the episode:
- “My days are highly varied. I try to have these ‘deep work’ periods were I tackle complex projects on some days.”
- “Predictive models are only as good as the data that comes in. And too many organizations don’t have super clean data.”
- “Picking the ‘right’ contacts or ‘right’ accounts will always remain elusive.”
- “Any sort of change in audience behavior requires alignment between people, process and technology to deal with it correctly.”
- “Today, we don’t have a technology problem…we have a problem with people and processes, process adherence more specifically.”
- “Email and phone remain dominant channels to reach prospects on…social is picking up too in this space. Today, Direct Mail is being used as a differentiator. Though few years ago, it was a dead channel. The one bad thing you can do in B2B Sales is use just a single channel.”
- “I follow a retrospective A/B testing, where I can test something on data and make the abstract more concrete.”
- “We’ve discovered that one-word subject lines have the best reply rates!”
- “The most common best word for prospecting is in fact just a company name!”
- “Tools that help you figure out what your next best action is will be big in demand, especially by salespeople.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Peter Gillett, Founder and CEO of Zuant discusses his professional journey, from being a mechanical engineer to the CEO of a mobile lead data capture company. He talks about his experiences and what gave rise to the idea of Zuant.
Peter discusses various aspects related to B2B marketing and sales in this episode, with a key focus on lead data management. Key takeaway from Peter: GDPR isn’t necessarily a bad thing for the B2B marketplace. Its actually a good thing! Catch the whole episode to know why he said that.
About Zuant:
Zuant is a platform made for B2B marketing and sales teams with the aim of streamlining the process of mobile lead data capture.
Top ten takeaways from the episode:
- “Some of the basic things in B2B marketing and sales still remain the same despite rapidly changing trends.”
- “Database marketing is especially useful in B2B marketing.”
- “Getting constant feedback from my clients is always valuable, I always try to join in on client or sales calls as a result.”
- “For salespeople, having an easy to use platform that can be used on-the-go is important. That’s what Zuant helps with!”
- “I don’t think many people talk about having easy to use platforms that can help when they are in the field or on-the-go.”
- “ABM is great obviously. In B2C its easier to apply. In B2B, it gets a little complicated. Knowing where to find data about your target’s preferences is important here.”
- “Large companies like Verizon have applied Zuant’s technology to pull data together in a consistent way.”
- “Technology if applied correctly can be a good approach to use to achieve marketing and sales goals.”
- “Process flow from web to inside sales is crucial for B2B marketing and sales.”
- “Build your customer journey based on how you would like to be treated.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
David Lewis, CEO of DemandGen is known as an innovator in digital marketing technology and methodologies. He has overseen marketing strategies for some of Silicon Valley’s leading technology firms.
In this episode, David discusses key issues related to adoption of martech stacks and best practices to ensure maximum output from them besides sharing some interesting thoughts on B2B marketing, B2B sales and Demand Generation.
About David and DemandGen International:
David started DemandGen International, an Inc. 500 global consulting and services company that helps sales and marketing teams achieve alignment, define and operationalize their demand-generation processes to create maximum advantage from marketing technology and sales technology systems.
DemandGen has developed a reputation of being THE experts in MarTech and trusted advisor to the world’s most innovative and progressive companies including Apple, Dell, American Express, Concur, Siemens, SAP, Medtronic, Citrix, CenturyLink, Workday, and hundreds more.
Top ten takeaways from the episode:
- “As CEO of the company, there’s a pattern every week. But a typical day includes working on blogs, working on books, working on my podcast — I just did my 100th episode at DemandGen Radio!”
- “I’m also a bit of a Chief Innovation Officer and that’s important to the company! I spend alot of time researching the marketplace and that’s important too!”
- “My first book ‘Manufacturing Demand’ has done incredibly well. It explains the WHY of aligning Sales and Marketing and its the Number 1 book in the category. The working title of my new book is ‘Agents of Change’ and its a story, a tapestry of stories that our clients have gone through so I can share with everyone how to go about Sales and Marketing.”
- “If Sales and Marketing doesn’t focus on Customer Experience, it doesn’t matter if you have the best products or processes.”
- “If Sales and Marketing view themselves as #oneteam with a common set of goals it optimizes results.”
- “To reduce friction between Sales and Marketing, I would say – walk in the shoes of your colleague!”
- “From a trend perspective, we are seeing Sales playing a different role in B2B buying. In every single industry where products and sellers meet, we are seeing less involvement by a person. Companies want less interaction with prospects in the buying process. I wouldn’t say Sales will be completely displaced. There needs to be representation from an individual. But in terms of skill sets and the role itself, it would shift towards more education – educating prospects on technologies and products. You got to be an excellent marketing person to be able to do good in Sales today.”
- “Unfortunately, a lot of companies do not align on vision and strategy. This affects the end outcome. It doesn’t align, its basically then random acts of marketing and random acts of selling.”
- “ABM is really hard. Its way easier to buy lists and go the generic email route. Its harder to think of a specific audience and personas within. But is ABM worth it? Absolutely. If people want ABM to be successful, it might make sense to target them through their install base data.”
- “Everything sounds practical and directional, but its hard. It takes the right team, it takes focus and it takes vision to succeed!”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Martech Influencer Kelly J Waffle, currently the Head of Digital Strategy at Hinge Marketing took some time out to speak to us about upcoming B2B and Digital Marketing trends and how marketers can use them to boost ROI and conversions. What are some of the biggest challenges digital marketers face in the industry? Listen to Kelly’s thoughts in this crisp 19-minute episode!
About Kelly:
With more than 15 years of hands-on B2B and digital marketing experience, Kelly guides clients through the complex interplay of technology, processes, research/data, programs, creative and analytics. Over the years, he has built and led teams in the corporate marketing, marketing consulting, vendor and creative agency environments. He always brings an independent, 360-degree view of branding, demand generation and business growth to every engagement.
Kelly is also a well-known practitioner and thought leader in Account-Based Marketing (ABM). Recognized by Onalytica as a Top 50 Martech Global Influencer, Kelly has also won awards with Eloqua (now Oracle) and Marketo (now Adobe) for his marketing automation expertise.
About Hinge Marketing:
Hinge is the world’s leading research-based branding and marketing firm for the professional services. We take a scientific approach to marketing, answering hard questions like:
- What do high-growth professional services firms do differently?
- How does a firm increase its marketplace visibility?
- How do a firm’s experts become industry stars?
- What tools and techniques deliver the best results?
Top ten takeaways from the episode:
- “I now see more of a focus on branding, a few years it was swinging from branding to demand generation and now it’s back to branding.”
- “I see quite a big skills gap in digital marketing and B2B marketers are now realizing how much they need to focus on differentiating themselves.”
- “I see folks using video marketing in more creative ways and part of this is because it is becoming more search-friendly.”
- “I see a lot of B2B Sales people sending personalized videos as opposed to emailing and cold calling.”
- “A lot of the skills gap today comes because marketing has transitioned over the last few years. Folks have the traditional skills but may not be as up-to-date with the changing trends and demands.”
- “Processing data and turning it into relevant intelligence is a big miss today.”
- “When it comes to ABM, I see most people being cautious about it. Personalization has a high adoption rate. They use it for email and even website visits.”
- “Right now only 9% of B2B marketers have implemented hypersonalization as a strategy.”
- “Its important for B2B marketers to go beyond emailing and cold calling.”
- “B2B sales and marketing should tie back to prospect behavior to shorten sales cycles as much as they can.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
If you’re thinking of ways to improve your B2B sales effectiveness to drive profitable growth, grab these interesting insights by Mike Kunkle, VP of Sales Enablement Services at SPA and SPASIGMA.
About Mike:
Mike Kunkle is a respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 35 years in the sales profession and 25 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven-effective sales transformation methodologies. Today, Mike is the Vice President of Sales Enablement Services for SPA and SPASIGMA, where he advises clients, writes, speaks, leads webinars, publishes sales training courses, and designs sales enablement systems that get results.
About SPA and SPASIGMA:
SPA (sales analytics) and SPASIGMA (sales training & enablement) help clients improve sales effectiveness and drive profitable growth through the effective implementation of sales analytics, training, and tools.
Top ten takeaways from the episode:
- “I think one of the current trends out there is thinking about sales stacks and sales enablement stacks.”
- “We are seeing a lot of collaboration happening so companies can increase their set of offerings and functionalities.”
- “What sales enablement leaders can do is think strategically think about sales enablement and support and find out what exactly their Sales reps need to close deals faster.”
- “Its important to identify whether sales reps need better contact info, training to close competency gaps, or additional skills to enable better conversations.”
- “It is important to find the right strategy and then support it with the right sales stacks and sales enablement tools.”
- “I still see a ton of product pitching and its all about them (the reps) and their product. People don’t want that anymore.”
- “We don’t demonstrate enough of a buyer-centric approach today, that’s the need of the hour.”
- “Sales reps have to be able to speak two different languages on the basis of the title they are speaking to, that doesn’t happen often enough.”
- “Buyer expectations are changing and modern buyers won’t tolerate direct product pitching much longer.”
- “Sales tools are meant to integrate with the role of a sales rep, to help them work better.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Gar Smyth, VP of Enterprise Marketing at Drift.com talks to us about the importance of conversational marketing in today’s B2B marketplace. Why is it becoming so crucial for marketers and sales people to integrate this into their strategy? Have a quick listen to find out!
About Gar:
Gar has a rich background in B2B branding, demand generation, product marketing, field and channel marketing, and sales enablement. He has built and led outstanding B2B marketing teams in the US and globally
Prior to Drift, he led Demand Generation, Field Marketing and Channel Marketing at Carbon Black which had a successful IPO in May 2018.
About Drift:
Drift is a leading conversational marketing platform that helps businesses turn their online traffic into meetings.
Top ten takeaways from the episode:
- “I usually have 2500 accounts that I care about at a time, I use multiple types of activities to go after multiple personas within those accounts…”
- “The challenge with traditional tactics is that none of those methods work anymore.”
- “The biggest value prop at Drift is that we help buyers connect to sellers when its the right time to sell.”
- “We’ve seen that there is usually a 48 hour gap between a form fill on a website and a BDR reaching out. Its important to shorten that gap”
- “Bring live human experiences to your website to drive business from web traffic.”
- “With conversational marketing, sales reps can jump onto a call with leads without losing any time.”
- “We are seeing 30% to 40% conversions with conversational marketing.”
- “Most of the opportunities being generated today are coming via chat.”
- “With our intel, we can notify an Account Manager when a strategic account is on the website – that is the first core technology we use through reverse IP lookup to drive business.”
- “Always have context on the who the person is to get most value out of conversational marketing.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Jay Gaines, currently CMO at SiriusDecisions talks to us about the Demand Unit Waterfall (the newest, re-architectured version of the Demand Waterfall) changes in B2B marketing trends and the increased use of install tech data and technographics in this space.
Listen on for some interesting insights and takeaways!
About Jay:
Jay Gaines is passionate about marketing leadership that drives innovation, and measurable results. In his career that spans over 20 years, he has been in a variety of b-to-b industries. His experience includes organizational design leadership, marketing strategy and planning, marketing budget, operations management, demand creation, sales and marketing alignment, digital strategy. Jay has held executive-level marketing and business development positions at well-established and startup b-to-b companies.
Prior to SiriusDecisions, Jay was Chief Marketing Officer at EDR, a b-to-b information company, where he led all marketing, communications, market research and events activities across the company’s six business divisions.
About SiriusDecisions:
SiriusDecisions empowers the world’s leading marketing, sales and product professionals to make better decisions, execute with precision and accelerate growth. SiriusDecisions clients grow 12-15X faster than their peers, and are 34% more profitable.
Top ten takeaways from the episode:
- “I spend a lot of time with the Field Sales team, which I think is important to any CMO.”
- “The primary way I approach Sales and Marketing alignment is to create a common view of the customer.”
- “We do a lot of things in terms of structure to create alignment with Sales and Marketing too.”
- “The biggest challenge that CMOs can have is their own CEOs and CFOs!”
- “Really understanding the nature of your offering is key to driving revenue and planning strategies.”
- “Account-based Marketing has been and continues to be all the rage. Every client at SiriusDecisions focuses on it in one form or the other.”
- “ABM is best when you want to go after large accounts.”
- “In B2B marketing and ABM, engagement metrics are important at every stage.”
- “One of the big trends we’ve been tracking for a while now is increased consumption of install tech data, technographics.”
- “Technographic data helps create better Customer Experiences. Expectations are being defined by experiences in B2B marketing. Retaining customers is crictical and CX begins before anyone becomes a customer…technographics can help create that experience, to serve better outcomes.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
If you’re (still!) looking for new ways to disrupt your B2B Sales initiatives, these useful tips and ideas from Ben Simms, Vice President of Commercial Client Services at MarketSource will come handy.
About Ben:
As the leader of delivery for commercial client services at MarketSource, Ben is responsible for deploying and executing a wide range of B2B sales and marketing solutions for Fortune 500 and enterprise clients across several verticals and industries. Ben’s client engagement programs manage inside sales, account development, brand advocacy, and channel sales teams for some of the most iconic brands in the B2B space. He has an insatiable thirst for learning how different industries can most efficiently grow revenue and share knowledge management principles to instigate strategic thinking. The #1 motivating factor throughoutBen’s profession has been growing careers.
Prior to MarketSource he spent 15 years as a leader in admissions, marketing, and operations for higher education institutions to launch careers for graduates and now enjoys growing careers at MarketSource on behalf of his clients. Combining his experience in education and passion for rock music Ben has a “side hustle” as the owner of School of Rock – Johns Creek, inspiring people to rock on stage and in life, which was voted “best music lessons in North Atlanta” by Appen Media. Ben has lived in 13 states calling Georgia home since 2013.
He holds a BBA from Western Michigan University and an MBA from the University of Colorado. Ben lives in Johns Creek with his wife, Christina, and two rock star sons. You can follow him on Twitter or connect with him on LinkedIn.
Top ten takeaways from the episode:
- “I’m a fan of high amount of sales prospecting touchpoints.”
- “If you have a high volume of attempts within a timeframe, you get more results.”
- “Sales and marketing alignment is an age-old question that I don’t think will ever be solved!.”
- “Sales and Marketing conflict can actually help challenge the status quo.”
- “The one thing Marketing is responsible for (always) is generating leads.”
- “Its never only about impressions and touches and triggers.”
- “Sales should have SLAs – how quickly will they respond to a lead, how quickly will they follow up.”
- “I believe Marketing should focus on Demand Generation and Inbound leads.”
- “Its more common to have BDRs and SDRs report to Sales and this also gives more results.”
- “Data is improving dramatically and in a quick way. I’m excited about technographic data which analyses digital signals to see who is using or recently purchased different technologies. ”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
We had the pleasure of speaking with martech influencer Matt Heinz (President and Founder of B2B marketing and sales acceleration firm Heinz Marketing) in this episode on B2B marketing trends. Have a quick listen!
About Heinz Marketing:
Established in 2008, Heinz Marketing is a B2B sales and marketing firm located in Redmond, WA, serving businesses throughout North America and overseas. Heinz Marketing focuses on driving results through strategic demand generation, disciplined sales funnel strategies, fully-integrated campaigns and collaboration between marketing and sales organizations.
Top ten takeaways from the episode:
- “The more sales and marketing work together, the more likely the company is to achieve its goals.”
- “Account-based Marketing done well requires tight integration between sales and marketing and the buying committee at your target accounts.”
- “Addressing the buying committee as one team is the biggest challenge to overcome today.”
- “No one can do enterprise sales and marketing without a pretty complex data that tells you who your targets are, and why to target one company over the other.”
- “There is often a lot of variables that go into choice of data.”
- “Alot of content is ask and not give.”
- “The fallacy I hear is that people are not consuming content, that is simply not true. We have more content coming to us in various formats today.”
- “Your content strategy should go from interruptive to creative.”
- “In 2019 we will see smaller and narrower, more focused content created, maybe even to audiences of just one!”
- “Direct mail has made an enormous comeback, when people get Direct Mail, they think its novel because they don’t get too many mails anymore!.”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
What does 2019 hold for B2B sales and salestech?
We recently spoke with Christy Kirkland from SalesLoft to discuss upcoming trends in B2B sales.
About Christy, in her own words:
“I started my career in SaaS almost by mistake, or rather grand design. I began at Lead Forensics, which was an incredible learning experience & eventually graduated into a more challenging role at Marketo. After much deliberation, I chose to leave and venture off to SalesLoft – an Atlanta-based & quickly growing, but immensely successful start-up.”
Top ten takeaways from the episode:
- “The biggest push I’m seeing today is rising popularity of Sales Engagement platforms, the whole world right now is paying attention to Sales Engagement”
- “An important part of Sales Engagement is having a multi-channel platform”
- “80% of top performing organizations use at least 3 channels”
- “If you just use phone or email, you will be missing the mark”
- “Sales tech and Sales engagement is an evolving market, sales people are slower in adopting tools and technologies”
- “Its all about being politely persistent today”
- “It is hard to build a predictable pipeline with substandard data”
- “Marketing teams have picked up on ABM, ABM is meant to drive alignment between Marketing and Sales”
- “More and more people are taking an account-based approach to Sales too. Everyone has a different take on what ABM means to them”
- “It all comes down to personalization, everyone likes to feel special”
About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
Why is Account-based marketing gaining so much importance in B2B Marketing?
Sangram Vajre responds while sharing his predictions for ABM in 2019.
Pamela Muldoon , Chief Content Strategist at The Pedowitz Group returns to our podcast series titled Sunny Side Up to discuss the future of gated content and what leading brands do to gain leads with this strategy.
Key Takeaways from the episode:
- A lot of folks in B2B sales are finding it very tough to break through the noise to connect with their target accounts. Having your own podcast gives your team the unique ability and often times the ability for sales too to break in to new accounts starting with the aim of interviewing your ideal clients on your podcast.
- The big reason we see audio content gaining attention is because of the nature of the way that we live and do work these days.
- The timing for podcasting is really really good as we touched upon. But the thing I would encourage folks to think about is this idea of content based networking where you collaborate with your ideal clients and potential referral partners to create content.
The face of content marketing and content consumption has seen a shift, with audiences showing a rapid increase in preference for video and audio content.
We spoke with Logan Lyles of Sweet Fish Media in this episode to discuss the various ways in which B2B marketers can use podcasts to enhance their content marketing efforts. Have a quick listen!
Key Takeaways from the episode:
- A lot of folks in B2B sales are finding it very tough to break through the noise to connect with their target accounts. Having your own podcast gives your team the unique ability and often times the ability for sales too to break in to new accounts starting with the aim of interviewing your ideal clients on your podcast.
- The big reason we see audio content gaining attention is because of the nature of the way that we live and do work these days.
- The timing for podcasting is really really good as we touched upon. But the thing I would encourage folks to think about is this idea of content based networking where you collaborate with your ideal clients and potential referral partners to create content.
Data drives all of marketing today. But how can marketers and companies use it optimally to plan their B2B marketing efforts? Paroma Sen, the Innovation and Industry Marketing Lead at SAP India shares her views in this podcast episode.
Key Takeaways from the episode:
- Demand is like energy, you cannot create it from zero from nothingness you can only convert it from one form to the other, like you can convert potential energy into kinetic energy if you remember you know high school physics. Demand today exists in the world in the form of customer pain points and when we take that, harness it, articulate it and contextualize it, then we can work those pain points into demand.
- But marketing is ultimately any form of marketing going back to basics, it’s about putting your message where the customer eyeballs are and data helps us fine tune that approach, data tells us where to go where to make best use of our budget to put our message where.
- Having intent data, being able to tell what the context and the behavior of a person is…with respect to a certain product or service that you’re trying to put out there. Which is great. I mean that’s the gold mine right. That’s what we all want, we all love. But the other side of that now is GDPR, where the lines are being drawn, where we are seeing consent and privacy being a priority.
A Quick Discussion on Digital Marketing Practices and trends for B2B Tech Marketers.
In this podcast episode, we discuss changing B2B Digital Marketing Practices and trends that affect B2B Tech Marketers with Eric Sharp, Founder and CEO of Protofuse Inc and Host of the 1 to 10 Podcast series.
Key Takeaways from the episode:
- If you try to set up multiple channels at the same time and you’re trying to do everything well and you have a resource issue and you don’t have people that are helping you push content to that channel and engaging people when they engage with you it’s just you’re going to get burned out really quickly.
- I think using video in your digital marketing is a bit of a foregone conclusion right. Everyone knows that they have to it. I think from a B2B space. I think the leaders that B2B companies especially within this space. Again they understand that video is important in their overall digital marketing. But I think the gap that I’m seeing at least is, is it doing well.
- Your website should be running Google Analytics especially if you’re going to be subscribing to some sort of content marketing plan. You need some sort of other tool to measure the effectiveness of that too.
A Chat with Anastasia Pavlova on B2B Content Marketing and its Changing Dynamics .
Anastasia Pavlova, (Former) Vice President of Marketing at Webgility talks about the current and evolving trends in B2B Content Marketing.
Key Takeaways from the episode:
- When it comes to content marketing there’s a lot of noise out there. Everyone is now a content marketer, everyone has a blog, everyone is trying to communicate their message and it’s harder and harder to stand out. So you really need the right tools and you need the right skills to be able to break through the noise
- We are now seeing a really big transition from inbound marketing or traditional demand generation where content really plays a big role transition to account-based marketing
- Having shorter videos, shorter webinars is a trend we see happening right now
B2B Content Marketing is evolving at a rapid pace. Here’s what Pamela Muldoon, the lead content strategist at The Pedowitz Group feels about these dynamics.
Sarah Beldo, Director of Content Marketing at Sift Science shares her thoughts on the changing trends in the realm of B2B content marketing and how new technologies will impact content consumption behaviors.
Kira Mondrus, the Chief Marketing Officer at QASymphony shares her views on the most debated topic of webforms, content gating and ungating.
In this episode the Jeff Rohrs, CMO of Yext, a Digital knowledge management platform talk about the content marketing strategy of Yext and his views on content gating.
Jess Weimer, the head of global demand and growth marketing at Magento, the #1 digital commerce platform, shares her thoughts on content gating strategies and key areas for collaboration with sales, product marketing and the content team.
Nishit Jain, Technical Leader at Media magic technologies shares his experience of moving to a startup after working with large companies and why it turned out to be a good decision for him.
Darrly Zuzarte, a Regional Leader who runs one of the most ambitious startup programs in India shares his insights for entrepreneurs, including the skills, dedication and the resiliency required to succeed with your startup.
Amaresh Shirsat, COO at Qualitia Software share his experience of founding startups and what it takes to products that are really useful. He also share his thoughts around building the best teams and the culture from very early on.
Young founders of Aadharapi.com, Vijay Chuttani and Ritesh Kothari explain how they recognized a huge gap in market and their experience overcoming the obstacles of dealing with bureaucrats to build a business around a government initiative.
Mahesh Gawali, the Head of engineering at IntouchApp shares his motivation behind joining a startups and how in order to change something you need to make changes yourself for others to follow.
Aquid Shahwar, an Engineer leader with Shoppingpal shares his amazing experience and learning, working with different startups. He talks about choosing the right startup, the mindset and the right culture to achieve success in a startup.