Sales Pipeline Radio

The best marketing and sales plans are the result of a process that addresses the business interests, revenue requirements and marketing goals of a company.  In this interview with TJ Waldorf, VP of Global Marketing for INAP, host Matt Heinz asks how INAP addresses the needs of the stakeholders to create a budget and plan.  In the first part of the interview we discuss the planning process, in the second half we explore how the budget is created.

 Some thoughts:

TJ....

• Starts early, in August and September
• Get all parties on the same page to allocate resources of people and dollars
• Discusses how he aligned his marketing and sales team
• Explains the value of regularly scheduled meetings between sales and marketing
• Talks about the need to develop a return on investment model that the CEO and CFO buy into
• Goes into why creating a scorecard for marketing’s impact is important for everyone

About our Guest: TJ Waldorf  Vice President, Global Marketing

TJ Waldorf leads INAP’s global marketing organization as Vice President of Global Marketing. Prior to this position, he served as Vice President of Inside Sales and Marketing at SingleHop, which was acquired by INAP.

His previous experience encompasses a broad spectrum of marketing, sales, operations and business management positions, including management roles at Phoenix NAP and Secured Servers. There, he led initiatives to increase global market share across several data centers with a broad IaaS portfolio of dedicated and virtual servers, colocation, private and hybrid cloud.

About INAP

At INAP, we make performance-driven IT transformations a reality every day.   The performance of your IT strategy depends on the performance of your infrastructure—its speed, resiliency and scalability.  But as increasingly complex data center and multicloud solutions transform the ways we power applications and connect them to people, achieving the performance vital to the purpose of your organization is no longer straightforward.   From data center location and compute environments to network security and interconnection, myriad factors dictate the performance of critical workloads and systems.

Thank you to our sponsor, MailTag.io.

MailTag.io is a Chrome browser extension for your Gmail that allows you to track and schedule your emails.

It’s a super helpful recommend if you’re in sales because you can receive real-time alerts, right on your desktop, as soon as your prospects open your emails or click links within your emails.

For more info, be sure to check out MailTag.io!

Matt Gorniak, Co-Founder of G2 Crowd joins us as we talk about the power of reviews in B2B products.  Most of us use reviews either intentionally or subtly in so many decisions we make, whether we're buying something on Amazon, buying an app on our iPhones. But reviews are just as important for complex B2B technology decisions. In this episode we talk about how reviews might be a little bit different for those complex decisions, but also what Matt has learned about how important they are, and how directly linked they are to preference and decision making.

We loved having Anil Kaul, CEO at AbsolutData join us to talk about artificial intelligence.

Read the full transcription on the Heinz Marketing blog starting Mon. 12/24/18

".... we went from using data quite literally and quite directly to now using information to make conjectures and to create new experiences for customers. I think maybe five years ago, the big buzzword in B2B was maybe "social selling," "social media." A couple years later "account based marketing" and then we start talking about AI and I think there has been a lot of interest in artificial intelligence, a lot of discussion.

I think inevitably that initial frothing turns into, "Well what exactly is it and how do we use it?" And you guys really have been at Absolutdata at the forefront of this.

Listen as Anil talks about what AI means to him and about some of the practical applications that can help more marketers or more business leaders wrap their arms around how to leverage it. 

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Thank you to our sponsor, MailTag.io.

MailTag.io is a Chrome browser extension for your Gmail that allows you to track and schedule your emails.

It’s a super helpful recommend if you’re in sales because you can receive real-time alerts, right on your desktop, as soon as your prospects open your emails or click links within your emails.

For more info, be sure to check out MailTag.io!

Read the transcript starting Mon. 12/17/18 on the Heinz Marketing Blog.

We were thrilled this last time to talk to David Priemer (a repeat guest) in an episode called, "Cerebral Selling: How Science, Art and Metrics Combine to Exceed Your Sales Quota".  

To get a glimpse of our conversation, enjoy this excerpt:

Matt:  if you think about it like science, there're scientific systems. Whether it's, you know, the water table, or the meteorological systems, they're all based on certain amounts of rules, but those systems do tend to change over time.

David:  If you're kind of an astute observer, you can see when those systems change. Certainly, over the course of the last 20 years, the world of sales has changed quite a lot. I just love applying kind of the lens of the curiosity, the why, to the world of sales. I just love seeing it evolve. That's kind of how I harmonize these two worlds.

Matt:  I love that. You know, this is changing, of course, but there traditionally have not been a lot of educational paths in sales. We're starting to see some sales certificate programs and some sales management and sales mastery programs in higher education, but I think when you think about the people that tend to get into sales, it's a different brain set. Right? I mean, it's the left brain versus right brain. That scientific approach to selling, I would argue, is in the minority. I would say, in the follow-up question I was going to ask you before, is around just the connotation of science in selling. I think you've got a lot of folks that believe, that are in sales, that sales is an art, that if you put science behind it, then you lose what works on the periphery to build relationships and rapport, and you lose the uniqueness that each individual selling opportunity requires.

But knowing your work, and seeing the work that you write, I know it's really, it's not one or the other, it's a combination of both. Talk a little bit from the science side how that really does help sellers. Then, marketers listening, as well, differentiate their work and impact.

A big shout out to our sponsor, MailTag.io.

MailTag.io is a Chrome browser extension for your Gmail that allows you to track and schedule your emails.

It’s a super helpful tool  if you’re in sales because you can receive real-time alerts, right on your desktop, as soon as your prospects open your emails or click links within your emails.

Thank you to our sponsor, MailTag.io.

MailTag.io is a Chrome browser extension for your Gmail that allows you to track and schedule your emails.

It’s a super helpful recommend if you’re in sales because you can receive real-time alerts, right on your desktop, as soon as your prospects open your emails or click links within your emails.

For more info, be sure to check out MailTag.io!

Mastering your purpose & value with Mark Magnacca

Mark Magnacca joins Matt Heinz on this episode of Sale Pipeline Radio!  

Mark is the author of "So What?" and President and Founder of Allego, Inc. 

Listen in to see why practice for sales professionals is so important and as Matt and Mark ask the question-- "Are you good enough?"

I asked Patrick Morrissey, "What are some of the keys you find to building really high performance marketing teams that can deliver results?" 

He said... "It's an interesting question because I think everybody comes to the notion of team a little bit differently. But I would say, particularly in marketing that, marketing is fundamentally a team sport. And not just on your team, but the extension of marketing into sales. So, there's a few different things I would call out in terms of focus on teams that I have found to be successful over time." 

Listen in as I talk to Gillian Muessig CEO & Founder of Outlines Venture Group.  You can follow her @SEOmom 

Check out the full transcription on the Heinz Marketing Blog starting Mon. 12/10/18.

Gillian has and tells a great story with themes of resilience and challenges throughout.  Among other things we talk about the intersection of work and family and the fact that was more of a work-life mixture than a work-life balance.  She gives some great insights and background info about her time at Moz.  

She says... "I guess the short of it is the hottest tip is, again, trust your gut. You know whom you should get into business and which ones you have to pass up. Have a rudder in the water. Know what's important to you in life and what you will prioritize and how that will change over time."

Don't miss this one!

Thank you to our sponsor, MailTag.io.

MailTag.io is a Chrome browser extension for your Gmail that allows you to track and schedule your emails.

It’s a super helpful recommend if you’re in sales because you can receive real-time alerts, right on your desktop, as soon as your prospects open your emails or click links within your emails.

For more info, be sure to check out MailTag.io!

Our guest is Eric Spatzer, WW Sr. Manager Enablement Tools & Services at Citrix. 

This program is an important eight-minute segment that talks about what it means to have the right sales funnel for your business. This is part of a previous interview about Sales Enablement at Enterprise Scale: How Citrix Does It

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 

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.

Thank you to our sponsor, MailTag.io.

MailTag.io is a Chrome browser extension for your Gmail that allows you to track and schedule your emails.

It’s a super helpful recommend if you’re in sales because you can receive real-time alerts, right on your desktop, as soon as your prospects open your emails or click links within your emails.

For more info, be sure to check out MailTag.io!

For some of you, this can be the most powerful 3 minutes of your life if you have the consciousness to take Matt's advice. 

For the full interview with Matt Maberry go here: 

Matt Mayberry: “You have to win in your mind before you win at your profession”

Matt Mayberry, a former NFL linebacker for the Chicago Bears joins Matt Heinz on today's episode.