Sales Pipeline Radio

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.

This week's show is called "The Art and Science of Sales Negotiations with Jeb Blount".  Jeb is the CEO of Sales Gravy.  Check out his excellent books.  

Jeb shares what the salesperson in the future needs to get and understand and why he thinks this is the best time ever to be in sales ever because...

... in this crucible of pain that we've been through over the last year, salespeople and buyers, by the way, are being forced to learn new technology, learn new skills, step out of these embedded comfort zones and start thinking, "Let's be flexible and agile."

There is going to be a time to meet in person and there's going to be a time to meet by phone. There's going to be a time for text messaging. There's going to be a time for face-to-face meetings. So why not get good at all of those things so you can meet your buyers where they are and you can move faster. And by the way, probably have more time to spend with your family like me.

I also ask Jeb what are some of the best practices he's seeing companies do to make sales kickoff successful in a remote investment?

We also talk about the difference between the outreach and the volume and what people need to do to earn the attention.

This and so much more!  Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 12/28/20 at 6am PST.

This week's show is called "How B2B Buys Software in 2020 (and Beyond): New Research and Insights Revealed" with Russ Somers, VP of Marketing at TrustRadius.

We talk about their well known and respected annual survey, The B2B Buying Disconnect. It's a survey of over a thousand software buyers and vendors to get a sense of trends.  It's a deep, deep research piece. But this year, because there are so many changes in 2020, really generations shifting in terms of buying, a huge number of changes. It's the most dynamism seen in the market report ever, which makes it a really cool time to be in the business.  

Check out the 10 takeaways.  I asked Russ, of the key takeaways, what are things he thinks are the most urgent for sellers to consider as they approach how they manage their buying journey moving into 2021?

The biggest thing is you're not selling to the same person you used to, and that drives all these other changes.

For this and more, DOWNLOAD THE REPORT and listen in now and/or read the full transcript on the Heinz Marketing Blog starting Monday, 12/14 at 6am PST.

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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.

This week's show is called "The Lost Art of Note Taking" and our guest is Saro Zargarian, Senior Director of Go-To-Market Operations at Blueshift and creator of the SMART BOOK FIELD GUIDE.

I am excited to have Saro on for a variety of reasons. He's been a leader in sales management and sales operations for a long time, but what really peaked my interest as a productivity organizational nerd, is what he's done with the SMART BOOK FIELD GUIDE.

It's nothing like I've seen before. I'm a big Getting Things Done fan with David Allen, I've used a variety of journaling tools, full focus planners, et cetera, but I've never seen something specifically for salespeople.

I ask Saro what was the impetus behind putting this together and where it came from.  It is a beautiful physical guide to helping sales leaders manage their day. 

Plan with Intent, Execute with Conviction

Saro talks about what that means and why intent and conviction are so important. 

This and a lot more! 

To learn more about Saro check out his website.  

Listen in now and read the full transcript on the Heinz Marketing blog starting Mon. 11/30/20 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.

This week's show is called "New Lessons on Agility, Leadership and Focus from 2020’s Headwinds" and our guest is Nimmy Reichenberg, CMO at Siemplify

We cover a lot of ground-- talking about the unpredictable nature of this year planning for next year. And we touch a little bit on the interactivity between sales and marketing and driving predictable pipeline. I ask Nimmy what were some of the shifts they had to make in terms of creating more efficient marketing opportunities.

I think A, we came up with content that was relevant for what our target market was going through. The second thing we did is what I call, embrace the suck.

Listen in now for this and a LOT MORE-- or read the full transcript on the Heinz Marketing blog starting Mon. 11/09/20 at 6am PST. 
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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.

his week's show is called "Does 2020 Have any Silver Linings?" and our guest is Paul Roberts, Owner of OC Talk Radio.

This time we talk about silver linings. I not only share a little bit about my experience, but also that of dozens of CMOs I've interviewed over the course of the last couple of months.  We definitely identified some themes that have been helpful for them as well. So, I think it's useful for us to think about what has been good from all this as well and what that means for you going into next year and beyond.

Listen in now and/or read the full transcript on the Heinz Marketing blog. 

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.

This week's show is called "What B2B Marketing and Hall & Oates Have in Common?" and our guest is Bryan Smith, Senior Marketing Manager at Tennant Company.

Bryan has an interesting dichotomy where he is running advanced B2B marketing at a 150 year old manufacturing company. We talk a little bit about that juxtaposition and how he has been able to make that work.

I also ask what the sales team needs for providing engagement and relationship building and if there are separate sales plays we need to put together that can be marketing supported to still help the sales team engage the field.  He shares if that is purely digital or going to expand beyond digital.  

What I do know for sure is that going into 2021, I think with the continued uncertainty, we're going to have to get really focused. And I think as we're planning for next year, we're looking at doing fewer things better, and really trying to focus on the parts of our business that are the most... First of all, the most lucrative, and then also the most differentiating in where marketing can make the most difference.

I also ask what have been some of the successful key components of his journey.  I guarantee we have listeners who are frustrated at the lack of progress between sales and marketing. Bryan shares some things he thinks have been particularly useful... This and a LOT MORE. 

Listen now and/or read the full transcript on the Heinz Marketing blog starting Mon. 10/26/20 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.

This week's show is called "Part User Conference, Part Woodstock. Would it Work Online?" and our guest is Christina Mautz, CMO at Moz

We talk about lessons learned, plans for next year, implications for planning 2021 events, how MozCon went this year (going completely virtual), and a lot more.

I think what we're going to keep from this year's experience is definitely to focus on what is most meaningful to our community, which is superior content.

Christina shares with candor and openness about making the pivot Moz did--what worked, the things they found important, and shared implications for next year.

We also took a quick pivot into culture.  For MozCon and for Moz customers, maintaining a community and really actively fostering a culture of diversity and openness and creativity within that culture is important. Christina shares some of the keys they've found to helping manage and maintain that culture and connectedness of employees when all of a sudden everyone was dispersed full-time working from home.

What we really did was just stay true to our culture.

We have culture principles called TAGFEE. It's an acronym. Transparency, Accountability, Generosity, Fun, Empathy, and Expertise.

Listen in now and/or read the full transcript on the Heinz Marketing Blog starting Mon. 10/19/20 at 6am PST.  

To learn more go to moz.com. Be sure to do a search on their blog for MozCon. You will also find links about the videos mentioned in the show and a ton of free content and training all about SEO and more.

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.

This week's show is called "Is Outbound the New Normal? How Prospecting has Changed in 2020" and our guest is Eric Quanstrom, CMO at CIENCE Technologies

We talk all about outbound and how to make outbound work.

We first talk about why outbound is still working and then differentiate between good outbound and all the bad outbound that we still see. 

I think that number one, outbound works because it's taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward. And then backfills with all of the motions necessary to create sales opportunities for themselves with that targeted group. And that's really the secret sauce if you will.

This AND A LOT MORE.  Listen in now and/or read the full transcript on the Heinz Marketing Blog starting Mon. 10/12/20 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.