Sales Pipeline Radio

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Telling the Story of Terminus from Lauren Patrick the Storyteller

Tweets-instream-images-800x600-patrick.jpgListen in when we'll discuss The Power of Storytelling in B2B Marketing.  Host Matt Heinz talks with Lauren Patrick about:

  • How Terminus led the charge into ABM
  • Why storytelling is an important function of branding for startups
  • Why aligning content to every stage of the customer journey is so important
  • Why Customers don’t care about you until you care about them
  • Defining a Revenue Focused Marketer
  • Why people want to hear stories they care about

 Lauren Patrick, Storyteller at Terminus.  

Lauren Patrick is the Storyteller at Terminus, and Editor at  She was employee #12 at Terminus, the leader of the account-based marketing (ABM) movement. Lauren joined the company in 2015 right after they raised their seed round. Today, the company has more than 120 employees, 400 customers, and rapidly growing. Lauren is a graduate of the University of Georgia's Grady College of Journalism & Mass Communication and she discovered her passion for niche marketing during her time as editor of UGA's newspaper, The Red & Black. Before coming into the digital world, she worked for print publications Gwinnett Daily Post, Jezebel Magazine,, plus managing the Services category for RaceTrac Convenience Stores. 

How to Create 24,000 Demos a Year – An Exact Roadmap



Our guest is Henry Schuck, co-founder, and CEO of DiscoverOrg, the leading sales, and marketing intelligence platform. Under Henry's leadership, DiscoverOrg continues its exponential growth path,

What to expect: Journey to 24k Demos/Year from the SDR team:

  • Implemented new hiring methods
  • Created new inbound/outbound team structure
  • Better aligned SDR team w/ Marketing
  • Invested in new Marketing leadership
  • The tech stack:  Highest quality data available remained the foundation
  • SDR incentives:  competitions, awards, clear career path Created a culture of “No politics. No B.S.  No a-holes
  • ”Challenged SDRs to become 1% better each day
  • Bring  Finance team in as an accountability partner
  • Metrics:  What we look for from inbound and outbound teams
  • Henry’s involvement: from “When it’s bad” to “When it can get better”
  • Personal attention, mentorship, and encouragement are all key to keeping the team on track
  • Encourages the rest of the team to stay accountable, hold one another accountable
  • Why being paranoid when it’s good….is good
  • Need to ensure repeatability of excellence
  • The results:  24,000 demos booked in a single year

About Henry Schuck:

Henry Schuck is a leading entrepreneur in sales intelligence and lead generation. Having founded DiscoverOrg in 2007 when he was 23, he has led the company on a rapid growth path including funding investments from the likes of TA Associates, Goldman Sachs BDC, FiveW Capital, and NXT Capital.

Under Henry’s leadership, DiscoverOrg built the industry’s most accurate, highest-quality contact database, through a mix of technology and a team of live researchers who continually call into thousands of IT, marketing, HR, and finance departments. DiscoverOrg was recognized for the quality of its datasets with both a Stevie® and a CODIE award. It was also named a Leader and ranked Number One in customer service by G2 Crowd.

Before founding DiscoverOrg, Henry managed marketing and research at iProfile leading the company to a successful private equity sale.

He is a cum laude graduate of the University of Nevada, Las Vegas where he was selected in 2013 as the Honors College Alumni of the Year. He also holds a Juris Doctorate degree cum laude from The Ohio State University Moritz College of Law and has studied comparative law at Oxford University. He is a licensed attorney in Washington and Nevada.


Sales Truth: Blunt, No Nonsense Advice from Mike Weinberg


This time we have one of the most famous, one of the most, in my perspective, inspirational sales authors, speakers in the circuit today, Mike Weinberg, who is the author of New Sales Simplified and the new book Sales Truth.  I'm calling this one Sales Truth: Blunt, No Nonsense Advice from Mike Weinberg

One of the things I've always really appreciated about his content and approach is that it is no-nonsense. It is no spin. It is direct to the truth.  Plus, we talk some sports too!

Listen in now and/or read the full transcript on our blog starting Monday, 7/8 at 6 am pst.  

I keep reading ...everything in sales has changed and that nothing that used to work still works today. That's the furthest thing from the truth I can imagine.

4 Skills Needed to Make it in Sales Management – Maureen Ezekwugo Podcast


Maureen Ezekwugo, Executive Vice President of Doctor Community and RealSelf. is interviewed by host Matt Heinz. Get pointers on how to take your sales career to the next level. Points to include:

  • Where to start if you want to take your sales career to the next level
  • Four traits or skills needed to make it in sales management.
  • How to position yourself for the next opportunity to advance your sales career.

If you don't know Maureen yet, here's a bit about her: Entrepreneurial senior sales management and operations leader with a record of achievement and demonstrated success driving customer acquisition and multimillion-dollar sales growth in an inside sales and call center.

Can You Predict Your Next Customer? Exploring the Intersection Between AI & ABM


Can You Predict Your Next Customer? Exploring the Intersection Between AI & ABM

Host Matt Heinz interviews MRP CEO Kevin Cunningham and they discuss the results that an enterprise-class account-based marketing platform can bring a company’s pipeline and revenue. They talk about:

  • How to leverage predictive analytics (PA) and AI to help companies better understand their target markets
  • Why PA and AI have allowed marketing to scale an entire target market
  • The value of AI which can look at a lot more data than has been possible in the past
  • Why the PA and AI combination shortens the whole process of getting prospects into the pipeline
  • How PA and AI find the right buyers at the right time
  • Why Predictive and ABM go hand in hand
  • Why AI is table stakes
  • Intent versus Predictive as a data source
  • Why Predictive improves the effectiveness of targeting ability
  • Why ABM powered by Predictive Analytics impacts sales

About Kevin Cunningham  CEO, President & Co-Founder of MRP

Kevin co-founded MRP in 2002. After years of successful growth in the US market, Kevin led the First Derivatives, PLC acquisition of MRP in 2008.  In addition to his role as CEO, Kevin serves on the board of Executive Management for First Derivatives. Since 2007, he has also served on the Board of Trustees of Settlement Music School, the largest community school of the arts in the United States. Prior to founding MRP, Kevin held several sales and consulting positions with technology companies now owned by Infor and Oracle, and began his career with PriceWaterhouseCoopers. He has a bachelor’s degree in accounting from the University of Delaware and earned his CPA license. Kevin enjoys music, cycling and traveling.

About MRP

Founded as a company focused on providing net new sales opportunities for marketing and sales teams, MRP has evolved into a leading global predictive intelligence organization, combining cutting-edge predictive analytics with a full suite of account-based marketing services to acquire new customers, faster. Alongside Kx , MRP is a division of First Derivatives plc. As a global technology provider with over 20 years of experience working with some of the world’s largest institutions, Kx technology delivers the best possible performance and flexibility for high-volume, data-intensive analytics, and applications across multiple industries, and is the driving force behind MRP Prelytix.

Balancing Brand and Demand: How to Drive Short and Long Term Marketing Objectives


Listen in as I to talk to Ryan Luckin, VP of Marketing at LevelTen Energy in this episode called, "Balancing Brand and Demand: How to Drive Short and Long Term Marketing Objectives"

After some fun sports talk ... we talk about balance between brand and demand ... about the intersection of brand and demand and how important, I think brand has always been quite frankly, the driving of demand. But now more and more markers, more and more companies, are realizing that that needs to be a defined and measured and a prominent part of their marketing mix.  I ask Ryan, at LevelTen now for almost two years, how they are thinking about that balance that is investing in the brand but also feeding a sales organization and driving some revenue responsibility?

Ryan says "Let's really focus on the demand generation but the brand (and I'm using air quotes, realizing nobody can see it). The brand has to be a bi-product of that. So what does it look like? What are the messages you're actually saying? And how are you saying them?"  Listen in for these answers and a lot more!  

The full transcript and recording will be on the Heinz Marketing blog starting 6/24/19 at 6am PST.  


Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Personal Touch at Scale: How to Make Your Marketing (and Sales) Irresistible


Talking today with Kris Rudeegraap, CEO of Sendoso, a fast-growing MarTech company that really helps create better customer experiences and is improving communication and getting attention from your target prospects.

We talk about the idea of personalization at scale. And personalization at scale doesn't mean you're doing everything in an automated way. Sometimes it simply means you have a system and a process to allow you to more efficiently personalize what you're doing, and it makes a difference. I think when you've got a set of target accounts, the question you need to ask isn't how much does it cost. The question more is "what is it worth?", "what is it worth to maybe not necessarily just spend more money, but also spend a little extra time creating something special?". And I think that's part of why I think creating a systematic way to really make a mark and stand out is so popular right now.

Sometimes it's not just about getting the demo or getting you to come to our webinar. Sometimes it's creating a unique experience that is memorable.

 Listen in now for this and a lot more.  Read the full transcript on the Heinz Marketing Blog starting Mon. 6/17/19.  

New Research/Insights from SiriusDecisions Summit 2019


Listen in to hear the latest research and insights from SiriusDecisions Summit 2019 from Chief Sales Officer, Strategies at SiriusDecisions, Phil Harrell.  You can read the full transcript on the Heinz Marketing blog starting Mon. 6/3 at 6 am PST.

We talk about the theme of Together... strategically it sounds like a great idea. Operationally, not always so easy. I ask Phil to talk about that difference a little bit.

When we think about sales and marketing and even customer success in a lifetime journey perspective... when you have sales and marketing working together, it's fine to say we have the same objectives but then you have to figure out what does that look like on Tuesday? How do you bridge that gap?  

This and a lot more...


Sales Operations Mistakes


Manny Medina, CEO at Outreach SaaS joins us to discuss:  Mistakes Sales Operations Make and how to trust your tales team with technology. 

He's the CEO and founder of Outreach, a fantastic sales enablement and sales engagement and acceleration platform.

We have a great discussion... at one point I tell Manny, "You're opening up the kimono a little bit, things that not everyone thinks about or has to experience but I appreciate you sharing..."

You'll love Manny's answer to this question: "What should companies be looking for? What should sales leaders be looking for in platforms to ensure they're getting results and ensure that it's additive to their productivity versus negative?"

You'll also hear what he thinks is one of the most common mistakes he sees sales operations teams make.

And, listen to the end to hear some great examples about a couple of their core values:  Grit and Diversity.  

More about our guest

Manny co-founded Outreach in 2014 and now serves as CEO. Prior to Outreach, Manny was employee number three on Amazon’s AWS team and led the Microsoft mobile division from launch to $50M in annual revenue. He holds an MBA from Harvard and a Masters in Computer Science from the University of Pennsylvania.

Manny is a model of vulnerable and transparent leadership to his employees, from his heartfelt weekly email to his employees, to the traditional Friday get-together where the whole company shares their highs and lows of the week. He is a proponent of saving the planet by consuming less and purchasing second-hand whenever possible (he might be the only CEO to take the stage at industry events in shirts purchased from Goodwill). Manny grew up in Ecuador and now lives with his wife and three children in Seattle.

How to Build Relationships That Build Your Future - John Hall Podcast


Our guest is John Hall, author of Top of Mind and Co-founder and CEO of Influence & Company. Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

This will be a great conversation for you to walk away with tips and nuggets. Join us.

Influence & Co., is a company focused on helping brands and individuals extract and leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. In less than three years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to the world’s top publications, ranking No. 72 on Forbes’ “Most Promising Companies in America” list and named Empact’s “Best Marketing and Advertising Company of 2014” at the United Nations.

John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider, The Washington Post, and Harvard Business Review. He is the author of the best-selling book, 'Top of Mind'.