UA-79607335-2 Sales Pipeline Radio

Sales Pipeline Radio

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Marketing Operations Exposed! The good, bad & ugly with Mike Braund from Tableau Software

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Mike will touch on:

  • Current focus: Cross channel orchestration is a focus for us (usermind, lytics)
  • Current focus: Marketing data story from impression to closed deals
  • Current focus: Refreshing our approach on predictive lead scoring with 6Sense
  • Product promotion and operational tips: We will talk about how Tableau uses a product day-to-day as a marketing operations team
  • Tips and advice: Learnings from the last year of building out center of excellence
    • Process, cross department accountability, how I’d prepare if I were starting today with the experience I now have
    • Thoughts on centralized approach vs decentralized
  • Marketing technology and teams like marketing operations teams have allowed marketing departments to transition from the perceived “cost center” to being able to paint an end to end story of all measurable engagements throughout the buyer's journey and what sources those engagements.

More about our Guest:  Mike Braund Director, Marketing Operations at Tableau. I’ve worked at Tableau for six years. I’m newly engaged, and getting married out in Chelan this summer. I proposed on top of Table Mountain in Cape Town last September while visiting my Dad’s side of the family. I’m a huge Seahawks fan and golf addict (though I’m not good at golf yet).

If data visualization is new to you or you have interest in learning more about Tableau check out Tableau.com. Also check out Tableau's annual conference-- a one of kind experience bringing together over 15,000 data enthusiasts worldwide every year.

Sales Enablement Live: New Insights & Research from Miller Heiman CEO Byron Matthews

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Our guest, Byron Matthews is the President & CEO of Milller Heiman Group.  

Check out Byron's new book, Sales Enablement:  A Master Framework to Engage, Equip and Empower a World-Class Sales Force

Highlights from this Episode:  

  • Companies investing in sales enablement is up 26% from last year, with 59% of organizations that now have a sales enablement function. Yet, only 34% of organizations are achieving their sales enablement goals. (CSOi Report)
  • B2B companies can assess their sales teams’ gaps and opportunities in relation to each component of sales enablement and look for the alignment (per the Clarity Model).
  • Sales enablement cannot be put in a box like other functions. It is cross-functional, and orchestrates all enablement efforts across all “boxes,” including its alignment with the customer journey.
  • Defining sales enablement: Sales force enablement is a strategic, collaborative discipline designed to increase predictable sales results by providing consistent, scalable enablement services that allow customer-facing professionals and their managers to add value in every customer interaction.

More about and from Byron:  Anyone familiar with Miller Heiman Group (brands include: Miller Heiman, Huthwaite, AchieveGlobal, Impact Learning, Channel Enablers, and CSO Insights) knows that championing the customer experience is a main tenet of their mission—and also one that I happen to share.As President and CEO of Miller Heiman Group, I bring a broad depth of experience in growing, leading and providing guidance to the best organizations globally surrounding their sales processes, as well as the leading operations that support the mission of a great sales organization.

Throughout my career, I have sought out challenges and answered demands that call for singular vision, energy and creativity. I have consulted and collaborated with industry leaders throughout the world and crafted new funnel-management solutions, compensation plans, sales methodologies, and sales-management processes, as well as developed and implemented sales-operations capabilities, sales structure, and territory design, for such Fortune 500 companies as Microsoft, AT&T, Sprint, and Aflac.

Personally, I am passionate about the education of sales as a discipline. In collaboration with university faculty and administrators, I am working to drive a nationwide effort to incorporate the study of sales into graduate and undergraduate academic environments. I teach and volunteer my time as a guest lecturer for universities including Cornell and Harvard Business School and contribute to published academic and industry research on sales strategy and concepts. I also run sales boot camps and coach, train, and judge students at university sales competitions across the U.S. and participate regularly as a featured speaker at industry wide events.

Data Intelligence 101: The Key to Faster Growth & More Efficient Marketing

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Listen in for another great episode, this time with Raviv Turner, CEO at CaliberMind.  In addition to being the Co-Founder & CEO of CaliberMind, Raviv is also an angel investor and mentor at Techstars and a regular speaker at marketing & AI events.

We're talking about how he sees a disconnect between Demand (buyers) & Ops (users) of data & analytics platform.  For a full transcript, go to the Heinz Marketing blog starting 4/30/18.  

Some highlights:

  • Your data strategy is your B2B growth strategy (quick overview of the paper)
  • Without a clear and concise data-driven marketing strategy, B2B marketers lack the ability to effectively acquire, organize, analyze and translate customer information into actionable insights. But what does an effective B2B data-driven marketing strategy look like?
  • Understanding what needs to be accomplished is the first step in developing an effective data-driven marketing strategy. For B2B data-driven marketers, a top priority is basing more decisions on data analysis.
  • Most Critical Challenges? Integrating data across platforms and enriching data quality and completeness are the most critical challenges to achieving data-driven marketing success 
  • Marketing data is a marketing problem! Not devs, not IT - 100% marketing
  • But data is hard, data is not sexy - so marketing is pushing it out - over 90% of B2B marketers outsourcing all or part of data tasks (Ascend2)
  • But high performing marketers are doing the opposite, they license data and analytics tools and train their team to bring data capabilities in house
  • Most of the reasons why marketing can't prove value and impact are data related, yet we prefer to outsource this - lead qualification, ICP score, account scoring, lead routing are all data problems before they are marketing problems.
  • To be successful with ABM you need - Data, Account Planning, Content, Execution and Measurement - yes ABM is a data challenge not a media challenge..
  • No wonder that marketing and sales ops are spending more than 80% of their time in spreadsheet hell on marketing data wrangling, exporting/ importing, vlookups in Excel what not
  • There is a disconnect between the C/VPs and Ops inside the marketing org - Demand looks at pipeline sourced/ influenced/ ops created - but Ops don't give a hoot about it, they care about operational efficiency, workflow automation, the data integrity - they want to get out of spreadsheet, but guess what? - most ops don't have the budget to solve this problem, the biggest budget is demand and that budget mostly goes to programs not to data and analytics - but guess what? Without data and analytics you can't measure programs, you can't multi-touch attribution, you can't track engagement and orchestrate demand between channels..so that's changing, according to Gartner for the first time in 2018 analytics is the biggest spend in Marketing, more than social, more than content - why? Because without data and analytic we are going to see marketers continue to lose their jobs and go home

Sales Enablement’s Evolution from a Front Row Seat with Jim Ninivaggi

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Join us for this episode:  Sales Enablement’s Evolution from a Front Row Seat with Jim Ninivaggi,Chief Readiness Officer at Brainshark, Inc.

 Hear Jim as he talks about:

  • His front row seat to the evolution of sales enablement.  How does it differ from what he saw 6 years ago?
  • The “bifurcation” that is happening and how it is primarily around two key areas of sales enablement: sales readiness and sales content management. We will discuss what this means.
  • We will discuss how this bifurcation is shaping the sales enablement tech landscape.
  • How sales enablement is a critical component of marketing alignment in some key areas:
    • Helping in the management of content.
    • Ensuring reps can use assets effectively in their buyer interactions.
    • Helping ensure lead conversion through better initial buyer conversations.
    • Working hand-in glove with product marketing to ensure reps are ready to position enhancements and new products.
  • We will wrap up by talking about the group that seems always lost in the alignment discussion – first-line managers, and how we need to think about providing assets for managers to use in coaching reps.

More about our guest:  Jim is an established thought leader and business analyst from his former role as the head of SiriusDecisions' sales enablement practice. He has researched and presented to business leaders around the world on advanced concepts in optimizing sales talent, maximizing rep productivity, world-class sales leadership and sales enablement technology. Jim has published more than 200 research briefs and engaged audiences at hundreds of conferences, forums and executive presentations.

 

How Microsoft is Shaping The Future of Sales

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Listen in to hear us: 

  1. Touch on Microsoft and LinkedIn Acquisition One Year Later.  Provide context for how Microsoft and LinkedIn are partnering to drive relationship selling impact.
  2. Talk about how CRM Systems no longer need to be a system of oppression.
  3. Discuss how Machine Learning and predictive analytics change the day to day life of the seller.
  4. Discuss what an innovative solution like Microsoft Relationship Sales has in common with a well known music app (Shazam). Making the magic happen!
  5. Explain what conventional sales tactics will no longer apply?
  6. Share how will the use of new selling tools and technologies change the buying and selling experience?

(Read the transcript and listen again on the Heinz Marketing Blog, Mon. 4/09 at 6am PST).

 Download the Microsoft Ebook – Empowering the Modern Seller 

About Our Guest:  Christine Zmuda, Sr. Dir. of Sales at Microsoft.

Christine says of herself:  My passion and professional satisfaction comes from identifying market opportunities before they are mainstream. My most rewarding roles and accomplishments have centered around developing sales and market strategy for emerging businesses and scaling new acquisitions. I'm always open to learning more about technology and happy to share my own experiences of leading sales, marketing, and channel teams if it's helpful.

On a personal note, I enjoy golf, tennis, spending time with my family and embracing new experiences. My new found love is abstract painting, the bigger the canvas the better.

Sales Presentations That Don’t Suck (& How Marketing Can Help)

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Alli McKee, Founder and CEO at Stick has a Bachelors from the University of Virginia in studio art. She has an MBA from Stanford. Her original oil paintings have been featured in a variety of publications and exhibits. She's spent almost two years in Africa creating new design thinking curriculum, and then a couple years ago she decided, "Well, what the hell, I'll just go back to the valley and I'll create a start up." 

It seems like we're focused sometimes more on the math [in marketing] or more on the quantitative and not enough on the design. Alli talks to us about the impact and importance just generally of good design in driving businesses today.

Along the way, if you don't already know, find out what a "word wall" is.

You'll also hear Alli's view on creativity: 

I think about creativity is that it's really just collecting things, collecting information, and putting it together in interesting ways. It's really not about having this creative talent, it's more having access to that inventory from which you can invent. So the way that Stick works is we're trying to give you a jumpstart on that creative process. It's built around this behavior that I've seen in real life as a designer working with business people, a lot of people, just like yourself, saying, "I'm not creative. I need help with this." But the second you give them a first draft, they always have feedback. Always. Right? So what we've tried to do is build that first draft into a tool. So you can put in your content, Stick automatically generates that first draft for you, and then enables you to act on that feedback in a few clicks in seconds rather than a two day email exchange.

Listen in to see what doing improv has to do with sales and marketing... and a lot more!

You can find the transcript and recording of this episode on the Heinz Marketing blog on Monday, 4/2/18.  

Marketing Operations 2.0: How One Company is Managing the Next Generation of Martech Stacks

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Jonah-kai, Senior Director of Marketing at TUNE, is a proven leader with 15 years of experience creating content, building marketing programs and leading highly-functional teams. His experience encompasses Product Marketing, Online Marketing, Marketing Strategy, and Content Strategy for B2B focused companies. Follow Jonah-kai on Twitter

Join us as Jonah-kai, answers some GREAT questions: Here are just a few:

  • How do we get better at driving campaigns that focus on target accounts?
  • How do we get better at working regionally in accounts to focus on that?
  • How do we get better at measuring those things so that everything we do drives around a strategy that drives performance?
  • Where are you putting focus in building systems that can directly track marketing's effectiveness and impact on the sales pipeline?
  • What cadence do you use to make adjustments?
  • How often are you looking at those results?
  • How often are you making changes to your execution?

Read the transcript of this episode on the Heinz Marketing Blog starting Mon. 3/26/18.  

Can You Trust Your Sales Team with Technology? Outreach Thinks So

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Find the transcription and recording on the Heinz Marketing Blog on Mon. 3/19/18.

 

This week, Manny Medina, CEO at Outreach SaaS joins us to discuss:  Can You Trust Your Sales Team with Technology?  Outreach Thinks So

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.

Your Crazy-Busy Buyer: How to Break Through, Build Value & Get the Sale

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I'm very honored to have Jill Konrath join me to talk about her latest book, More Sales, Less Time.  

Jill Konrath’s career is defined by her relentless search for fresh strategies that actually work in today’s sales world.

Listen in to hear how someone with a Bachelors in Education ended up getting into sales, let alone becoming a keynote speaker in one of the world's preeminent sales office.

Jill shares some great insights including the inspiration behind her books. 

"It starts with a problem. It always starts with a problem and in every case and every book I've written it started with a problem that I faced. And when I face it initially, I get really discouraged and I bat my head against the wall and say, oh I'm so stupid. I can't figure it out and then I finally realize that it's not just my problem, but other people are struggling with that issue, too. And then I go to work and it becomes like a puzzle to me and how to solve it. So, I actually dig in and wrestle with the material myself til I can figure out what works today. And then, again I guess because I do come from teaching roots it's real important for me to make it easy for people to understand.

PEOPLE ARE BUSY! 

"When people are this busy, you have to fundamentally shift how you do things in order to peak your curiosity, make them stop and listen and actually then respond to you and say, hey I'm interested in learning more."

STRIVE FOR MAXIUM IMPACT:

"One thing I always try to stress with people is that they really need to stop and think about what they're doing and they need to strive for maximum impact in every single customer interaction and that customer interaction may be a 20 second email message. Maybe a 60 word ... or 20 second phone message, a 60 word email message, you know, but what can you do to have the maximum impact and I think way too many people in sales just say, make more, do more, send more, have more meetings. But, to me the smartest thing to do is ensure that every single interaction provides some value and moves you toward things"

Keep listening to hear Jill's perspective about women in sales and a lot more! 

Read the entire transcription on the Heinz Marketing Blog on Monday, 3/12/18.  

Confessions of a CMO: The Secrets and Successes Behind B2B’s Revenue Leaders

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Confessions of a CMO: The Secrets and Successes Behind B2B’s Revenue Leaders

You can also read the transcript (and listen to this episode) on the Heinz Marketing Blog starting Mon. 3/5/18.  

Listen in on a great discussion about Integrated Marketing.  Joe believes marketing (and economics) are about the audience and never about you.  Find out how a Government Major ended up in B2B Marketing and if he cares about events like Webinar World making money or not.  

Listen to the end to learn who has inspired and influenced Joe in his marketing career.   

As CMO, Joe Hyland is responsible for driving the global marketing, communication and brand strategy for ON24. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College