Sales Pipeline Radio

This week's show is called "A Former Military Officer Talks About Teamwork and Sales/Marketing Alignment” and our guest is Drew Chapin, CMO at Hyland.

We start with the backstory of how representing Xander Schauffele came to be and how this became part of the marketing mix for Highland. Drew also explains the X-Factor campaign and talks about the broader sales and marketing mix and how it has changed in the last 12 months.

He tells what he had to pivot to... and now as we see a little light at the end of the tunnel, what adjustments may become fixtures for his marketing mix moving forward.

We also talk about something that comes up a lot when we talk to CMOs and marketing leaders, especially with fast growing companies, and it's marketing's role in M&A. He shares a what that means for a marketing team.

When you're trying to drive growth, when you're trying to drive pipeline, acquisitions can be a distraction, and they can be an accelerator. sometimes both, sometimes one of the other.

Listen in for this and a lot more or read the full transcript on the Heinz Marketing blog starting Monday, 4/6/21 6am PST.

Listen in now and/or read the full transcript below.

This week's show is called "Driving Sales Performance in a Virtual World” and our guest is Brian Trautschold, Co-Founder at Ambition. This time we are talking about sales management intelligence. 

What the hell is that? What does it mean? What does it mean for your organization? Why do you need it?

This and a lot more!

Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 3/29/21 at 6am PST.  

Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

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. For Sponsorship opportunities, reach out to Cherie.  

This week's show is called "Are Partnerships Your Next Growth Engine? ” and our guest is Brendon Cassidy, Co-Founder & Co-CEO of Co-Sell.io.

It seems to me one of the still underutilized go-to-market efforts is partnerships. I ask Brendon to talk a little bit about what he's seen in the market.

I also ask "why have referrals been so difficult?" "Why has this been a perennial challenge for sales organizations, not just to do, but really do consistently at scale?"

Some people will use the term partner marketing and channel marketing interchangeably as if they're the same things. Brendon tells what he sees as the difference between having a partner referral introduction approach and what a lot of people think of the sales channel channel approach. 

This and a lot more!

Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 3/22/21 at 6am PST.  

Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

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.

This week's show is called "The Perfect MarTech Stack?  How to Customize Software to Your Business” and our guests are Subbu Vempati, CEO at Cuspera and Judy Ash, GTM Adviser and CMO.

The idea of selecting your MarTech stack and selecting the right sales and marketing tools is something most marketers are grappling with.

The problem is getting worse because there are more and more tools on a regular basis. I feel like if you go and talk to each of them, if you go to every tool's website or you see them in a trade show (eventually we'll see them at trade shows again), you go to their website and you hear from them-- everybody individually has a great story.

It sounds like a good pitch. Sounds like a good opportunity, interesting, but you can't buy 7,000 tools. So the idea of selecting which tools are important to you, which vendors are going to be best for your business and for your stack is a real challenge.

I ask Subbu to talk a little bit about why he decided to go down the route of creating a tool to help people make better technology decisions. 

We also talk about the importance of knowing what are the outcomes you are trying to achieve as well as what capabilities you need and how peer feedback can really help us.  Don't miss Judy's insights! 

This and A LOT MORE.  Listen in now and/or read the full transcript on the Heinz Marketing blog starting 3/15/21 at 6am PST.

Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

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.

This week's show is called "The Power of Podcasts & Radio (Why You Need One Too!)” and our guest is Susan Finch, President of Funnel Media Group LLC.

This week we talk about the podcast format and the power of podcasting in a digital world.  In this age of video, in an age of clubhouse, we talk about the continued power and importance of audio content.  Susan also shares some of the biggest hurdles people don't think enough about before they start.

The biggest thing you have to know is, why are you doing this? And be so brutally honest.

Learn more about what goes into the before and after to do a podcast well. If you are literally at square zero, what do you do to get started? She shares why is it useful to have a third party like Funnel Media Group come and help you build this foundation from scratch.  Listen in to hear Susan's go-to for transcripts and time stamping too and A LOT MORE.

To learn more, we highly recommend you reach out to Susan at [email protected].

Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

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.

This week's show is called "Business Activity vs Lead Generation – Where True Demand Comes From” with Justin Shriber, CMO at people.ai. We're talking about signals and trigger events you can pull out of your consolidated information to have better contextual conversations with your prospects.

We have complex buying journeys that not only take a long period of time, but also sit across multiple members of the buying committee. We also have multiple people on the selling team. So if you have an insight, it's not as binary as saying, "Well, let's put that into an email sequence," or, "Hey sales person, go mention this on your call." Ideally it's integrated across multiple channels in an appropriate sequenced way.

Justin and I talk about how sales and marketing are increasingly embracing that complexity and he shares some keys to helping companies integrate those insights and those triggers into that more complex nuanced sequence. 

Listen to the end to hear some great lessons he's taken away from COVID and from other experiences like it as well.  This and a lot more! 

Listen in now and/or read the transcript on the Heinz Marketing blog starting 3/1/21 at 6am PST.
Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

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.

This week's show is called "Remote Selling Best Practices from the “King of Sales” and our guest is Jeffrey Gitomer, King of Sales | International Sales Trainer and Keynote Speaker | Best-Selling Author and the author of many books-- the latest of which is "Go Live" about taking your virtual connections and turning them into paying customers.  Check out the book as well the podcast Jeffrey does with his wife, Jennifer called Sell or Die.

Hear about the impetus for the new book and what in includes.  I also ask Jeffrey, for those who feel reticent to do go live, get out there (consistently) and who say, "Well I've been nervous about putting myself out there and what am I actually going to say?" Hear his response and get some great tips.

We also talk about what he's noticed about the level of motivation and whether it is more difficult for sellers right now.  This and a lot more!

Listen in now and/or read the transcript on the Heinz Marketing blog starting Monday, 2/15/21 at 6am PST. 

To be considered or nominate a guest for Sales Pipeline Radio, send us an email. 

This week's show is called "He Predicted Marketing Automation and ABM.  What’s Next?!" and our guest is Jon Miller, CMO at Demandbase

I ask Jon how do we get beyond ABM? If this is a marketing exercise, you're neutering its impact from the beginning. 

The account-based revolution isn't over. 

There's a reason why everybody has adopted account-based, but traditional demand generation is fishing with a net, whereas account-based marketing is fishing with a spear.  You throw your net out, you see what you catch, you don't know what you catch versus you go after the big fish.

But I've been thinking a lot about the limitations of both ABM and fishing with a spear. And partly, it just comes down to...

It doesn't feel very good to get poked by a spear.

I think, fundamentally the fact that with traditional ABM, we would identify the accounts we really wanted to go after, and we'd go after them, regardless of whether they were interested in hearing from us or if it was the right time. And so, you end up having this world where we were doing traditional demand gen, which was great, because we only called people who had high scores and we thought really actually were ready to be called. With ABM, we were calling people regardless of whether they were interested.

Is there some way to merge these concepts?

Is there some way to bring the engage-ability of inbounds with the precision and targeting of ABM?

I think I've come up with a concept that I've been playing with a little bit, and that's the phrase of account-based experience, or ABX. And I think account-based experience is a customer-centric rethinking about how you go after accounts, but really rooted on that buyer experience.

It's about engaging with these modern buyers on their own terms, letting them be anonymous when they want to be anonymous, being really helpful and relevant when they're ready, always based on trust.

And the other cool part about ABX is it fixes the biggest problem in the ABM name, which is it had marketing in there. And as we all know, it's bigger than just marketing. It's got a hold on the market team. 

This and A LOT MORE! Listen in now or read the full transcript on the Heinz Marketing Blog starting Mon. 2/8/21 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.

Listen in now to "Partner Marketing Best Practices with the Master" with my guest Jason Yarborough, VP of Partnerships at Terminus. @yarby

As marketers, we focus so much on direct demand gen, direct sales-- we focus on this direct line of sight that marketers control and yet there is so much leverage and opportunity for so many people in their partner ecosystems. It is definitely more complicated, it's definitely less predictable, may be high risk, but lots of high reward.

I ask Jason why is this function so interesting? What about partner marketing is so exciting?

Jason shares about the pros and cons of how companies should think about direct versus indirect direct versus channel.

There's a balance there between content and demand, between leveraging and building trust and credibility while also still driving pipeline.

ROI is a two-way street.

How do we also stay focused on deals? What's the chicken versus the egg, which one's the egg?

I ask Jason about how to think about exclusivity versus playing multiple sides? Both inbound and outbound from a partner standpoint, are there advantages to one approach versus the other? And if there is, what are some of the criteria and variables you would look at to try to make that decision?

This and a lot more! Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 1/25/21 at 6am PST. 

This week's show is called "The Startup of You: How to Prioritize Your Brand, Career & Future" and our guest is Ben Shapiro, host of the MarTech podcast and owner of benjshap LLC which is a Brand Development & Marketing Strategy consulting firm comprised of boutique consultants that help businesses identify, reach, and monetize their customers. 

Accidental media mogul, Ben Shapiro, has a fascinating story of going from being a consultant and now really making his living with media properties.  I think it's a lesson for any marketer in any organization-- the power of creating your media channel. Ben shares some some lessons for those who want to engage an audience. This and a LOT MORE! 

Listen in now and/or read the full transcript on the Heinz Marketing blog starting Monday. 1/18/21 at 6am PST.  

"... relying on the things that you just do inherently well, it's going to drive you to be more successful... really understanding who you are as a person was lesson number one"

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.