Go to Market Mastery (Alexander Kohler)
Explorez tous les épisodes de Go to Market Mastery
| Date | Titre | Durée | |
|---|---|---|---|
| 25 Jan 2024 | Partnership sales done right I Robert Gimbel - Ex CRO @Camunda | 00:46:51 | |
In this podcast, Alexander and Robert Gimbel discuss partnership sales in the B2B SaaS industry. Robert shares his experience working in the Berlin tech scene, particularly at Camunda, where he built a go-to-market engine. They discuss the importance of partnership sales in a company's growth journey, the benefits of partnerships, and the challenges involved. Robert emphasizes the need for clear business cases and alignment of interests between partners. He also advises focusing on building a strong sales team before scaling the partnership program and highlights the importance of understanding and incentivizing partners. They discuss measuring ROI and the influence of partners in deals. Robert suggests being selective when acquiring partners and developing a profile that aligns with your company's needs. Lastly, he gives advice to smaller companies, encouraging them to prioritize building their sales team and then consider programatizing their partnership approach. He emphasizes the importance of providing value to partners and treating them like valued customers. Robert:
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| 14 Jun 2024 | First Time Front Line Sales Manager I Alex King - VP of Sales/Revenue @Figures | 00:50:47 | |
In this episode, hosts Alex King and Alexander discuss the challenges of first-time sales managers. Alex shares his career journey, highlighting the distinct skills needed for sales versus management. They cover hiring, managing talent, and Jeremy Duggan's "three Rs" framework: Recruiting, Retention, and Revenue. Emphasizing growth and independence, they stress the importance of allowing team members to learn from mistakes and develop problem-solving skills. Alex also discusses the transition from player-coach to manager and the need to balance support with autonomy to foster a culture of trust and development. - - Questions? Alexander Kohler: alexander@sellabl.co Alex King: 00:00 - 01:28 Introduction Alexander and Alex King introduce the topic and share a light-hearted moment about Alex’s last name. 01:28 - 04:09 Alex King’s Career Journey Alex King discusses his career path from media sales to running his own business, and eventually moving into SaaS and revenue leadership roles. 04:09 - 05:51 Challenges of First-Time Sales Managers** Alex King reflects on the difficulties he faced as a first-time sales manager and CEO, emphasizing the lack of guidance and resources available at the start of his career. 05:51 - 08:36 Role of a Sales Manager Alex King explains the critical responsibilities of a sales manager, including recruiting, retention, and revenue, and introduces the “Three Rs” framework by Jeremy Duggan. 08:36 - 10:33 Player-Coach Dynamics Discussion on the dual role of player-coach in startups, its challenges, and the misalignment of incentives when a manager also has a sales quota. 10:33 - 11:54 Founders and Sales Leadership Transition Exploration of the transition phase from founder-led sales to establishing a structured sales organization, and the importance of leaders being involved in the sales process. 11:54 - 14:40 Recruiting the Right Salespeople The significance of hiring the right caliber of individuals at different stages of a company's growth and the impact of having a competent sales leader on securing investments. 14:40 - 17:58 Promoting Salespeople to Managers Alex King discusses the common pitfalls of promoting top salespeople to management roles and the differing skill sets required for successful sales management. 17:58 - 20:40 Characteristics of Successful Sales Managers The necessary attributes and mindset shifts needed for salespeople transitioning into management roles, emphasizing selflessness and team-focused leadership. 20:40 - 24:38 Real-Life Scenario: Promoting the Right Person A deep dive into a scenario where a VP must decide between promoting a top-performing salesperson or another team member, weighing the impact on team dynamics and respect. 24:38 - 26:20 Supporting Without Selling for AEs The importance of a VP supporting their team without taking over their sales efforts, ensuring account executives grow and succeed independently. 28:11 - 32:44: Encouraging independent thinking and fostering a culture where team members are allowed to fail in a controlled environment are crucial for team development and scalability. 32:44 - 37:19: Hiring people better than oneself is essential for growth and scalability in a sales team, as it fosters a culture of excellence and self-sufficiency among team members. 37:19 - 42:17: Adapting leadership styles based on individual team members' needs is crucial for effective management and team performance, facilitating the transition from forming to performing stages. 42:17 - 47:08: Managing by numbers involves creating transparency and accountability by outlining clear expectations and performance metrics for team members, supported by coaching and feedback tailored to individual needs. 47:08 - 50:22: Providing feedback effectively requires understanding individual preferences and delivering it with pure intent, while handling difficult situations like termination with transparency, compassion, and support for the individual's next steps. | |||
| 31 Aug 2023 | Scaling from 0 to 1 Million Revenue I Manuel Hartmann - CEO of Salesplaybooks | 00:35:09 | |
In this Episode Alex and Manuel are deep diving into what it takes to scale from 0-1 Million Revenue. If you are a founder or GTM professional and currently on the journey to the first Million. THIS IS A MUST HEAR! Alex: Manuel: Ressources discussed: -- 03:34 - 04:35 First Key Steps to Scale 04:35 - 06:56 Achieving Message Market Fit 06:56 - 11:45 First Outbound Campaigns 11:45 - 13:20 Tracking Outbound (Cheatsheet from Manuel) 13:20 - 18:05 What CRM to use? 18:05 - 22:05 Building the right GTM tool stack 22:05 - 26:05 First hires (Who? When? What?) 26:05 - 30:20 Achieving Product Market Fit 30:20 - 32:55 Retaining Customers 32:55 - 35:05 Advice to Founders | |||
| 08 Mar 2024 | Gearing Product and GTM I Björn W. Schäfer - Founder @Rowing8 | 00:44:14 | |
In this episode Alexander and Björn talk about strategies for building and scaling start-ups. They emphasise simplicity, transparency and data-driven decision-making. Björn gives insights into successful startups and emphasises factors such as deep market knowledge, transparency, ownership and tracking implementation. They emphasise the importance of establishing a feedback loop between product and go-to-market teams and using real customer data. Overall, their discussion offers valuable insight into strategic considerations for startup growth. -- Questions ? Alex: Björn: -- 00:00 - 04:43 Introduction 04:43 - 08:03 Transparency and Decision-Making 08:03 - 12:30 Leveraging Real Customer Data 12:30 - 16:58 Deep Market Knowledge 16:58 - 21:15 Simplifying Decision-Making 21:15 - 24:27 Identifying Market Needs and Prioritizing Features 24:45 - 30:23 Lean Approaches and the Role of AI in Startups 30:23 - 36:11 Building Effective Feedback Loops between Product and Go-To-Market
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| 20 Feb 2024 | Breaking into Tech sales I Saif Quraishi - Ex - Enterprise Account Executive @Elementary | 00:57:22 | |
In this episode, Saif and Alexander share invaluable insights for excelling in tech sales interviews. They stress the importance of networking, authentic storytelling, and thorough preparation. The hosts provide practical tips for aligning experiences with job descriptions, negotiating salaries, and leaving a lasting impression on interviewers. Overall, the podcast offers a comprehensive guide for aspiring tech sales professionals, emphasizing the development of essential skills and eventually tells you how you can break into tech sales no matter in which situation you are in. alexander@sellabl.co
00:00 - 04:43 Introduction 08:03 - 11:46 Skills for Tech Sales: IQ, EQ, Coachability, Control, Technical Experience 11:46 - 17:29 Learning Resources and Mentors 17:29 - 21:26 Crafting Applications and Resumes 21:26 - 27:54 Interview Preparation: Research, Networking, Stories 27:54 - 31:26 Salary Expectations and Offers 31:26 - 34:54 Researching Employers, Networking 34:54 - 41:41 Standing Out in Applications, Messages 41:41 - 47:05 Passing Recruiter Screen, First Interviews 47:05 - 51:53 Interviews with Sales Directors, Managers 51:53 - 56:32 Final Advice for Tech Sales Entry: Persistence, Growth, Self-Worth | |||
| 28 Jun 2024 | Selling Physical Products I Josephine Wichmann - Head of Sales @Foodji | 00:39:55 | |
In this podcast episode, Alexander interviews Josephine Wichmann about her career transition from chef to corporate roles, now leading sales at Fuji, a food startup in Munich. Josephine discusses Fuji's mission to offer fresh, nutritious food via advanced vending machines, particularly for SMEs. She highlights the challenges of selling a physical product and the importance of building client trust. The discussion also covers the sales process, expectation management, and using machine learning for food customization. Josephine stresses the importance of aligning with operational teams to ensure customer satisfaction and reduce churn during trials. - - Questions? Alexander Kohler: alexander@sellabl.co Josephine Wichmann: 00:00 - 00:28 Introduction and weather chat 00:28 - 02:30 Josephine's background in the food industry, her transition to Fuji, and leading a sales team 02:30 - 03:36 Challenges of being the first sales hire at a startup and Josephine's learning curve 03:36 - 05:32 Hiring insights and the founders' decision to bring Josephine on board 05:32 - 07:10 Introduction to Fuji, its mission, and product offering 07:10 - 09:51 Discussion on Fuji's typical customers, sales process, and demo methods 09:51 - 12:34 Target market focus on SMBs, handling objections, and the significance of subsidizing food costs 12:34 - 15:38 Challenges of selling a physical product and educating customers about Fuji's vending machines 15:38 - 17:16 Managing expectations within the sales process and alignment with operations and food teams 17:16 - 19:35 The importance of B2C satisfaction for B2B sales success and handling food subsidies 19:35 - 22:16 Selecting cuisines and using algorithms for optimal food assortment 22:16 - 23:21 Overview of contract terms and managing customer trials 23:21 - 24:01 Handling issues during trials, customer success involvement, and churn rate 24:01 - 25:00 Proactive communication to mitigate operational hiccups 30:12 - 31:57 Discussion on the main revenue drivers for the business, focusing on selling food over leasing contracts. 31:57 - 32:33 Exploring the importance of qualifying customers to ensure profitability, especially in terms of employee numbers and company subsidies. 32:33 - 34:54 Detailing the process of qualifying potential customers and the impact of employee subsidies on profitability, along with regional expansion plans. 34:54 - 36:00 Addressing the go-to-market strategy and the need for alignment between customer support, marketing, and sales teams. 36:00 - 38:23 Describing the alignment processes within the company, including weekly meetings and monthly business reviews, and discussing the transition to a new CRM system to better scale the business. 38:23 - 38:48 Emphasizing the importance of understanding and meeting customer expectations through feedback and tailored solutions. 38:48 - 39:18 Closing remarks and invitation to the audience to connect with Josie on LinkedIn and learn more about Fuji. | |||
| 02 Nov 2023 | CRM Setup done right I David Chevalier - Founder of @Surf | 00:44:00 | |
The podcast discusses setting up and maintaining CRMs correctly. The guest, David Chevalier, co-founder of Surf, shares insights and experiences related to CRM usage. The discussion covers topics such as CRM selection, common mistakes in setting up and maintaining CRMs, data cleanliness, reporting and analytics, integrations, and the future of Surf. David: 11:04 - 23:00 Data cleanliness, lead qualification process, data enrichment, and updates. 23:00 - 29:58 Reporting and analytics in CRMs, touchpoint analysis, conversion rates, and forecasting. 36:06 - 37:06 Founder involvement in CRM implementation, leveraging personal networks, and Surf's future plans for sales intelligence and warm intros. 37:06 - 43:06 An Outlook to the future | |||
| 17 May 2024 | Go-to-Network: Buzzword or the future of Go-to-Market? I David Connors - Co-Founder & CEO @The Swarm | 00:35:35 | |
In this podcast, Alexander and David discuss the concept of GoToNetwork, exploring its potential as a strategy for sales and growth. David shares his experiences in the startup world and explains how GoToNetwork leverages relationships for sales, recruitment, and fundraising. They dive into its effectiveness compared to traditional outbound methods and share success stories. David emphasizes the importance of authentic relationship-building and offers insights into how companies can leverage networks for success. With over 3,000 users already, GoToNetwork aims to revolutionize the way businesses approach their go-to-market strategies. - - Questions? Alexander Kohler: David Conners: 00:00 - 01:27: Introduction to the podcast and guest David, discussing his background and experience in go-to-market functions. 01:27 - 03:52: David explains his journey from Australia to London to San Francisco, detailing his roles in startups and at Sequoia Capital. 03:52 - 05:38: David introduces his startup "the swarm" and discusses its focus on leveraging networks for company building. 05:38 - 07:47: Discussion on the evolution of sales and go-to-market strategies, and the significance of trust in business relationships. 07:47 - 10:41: Explanation of GoToNetwork's role in leveraging relationships for sales, recruiting, and fundraising. 10:41 - 11:23: Clarification on whether GoToNetwork aims to replace outbound sales. 11:23 - 13:54: David discusses the blend of cold outbound and leveraging relationships for sales effectiveness. 13:54 - 16:42: Addressing concerns about overusing network connections and maintaining trust in relationships. 16:42 - 17:23: Discussion on whether GoToNetwork is more suitable for early-stage startups or enterprise companies. 17:23 - 19:41: Explanation of how even early-stage startups can leverage networks effectively for sales. 19:41 - 21:12: Ensuring connections are relevant to the target accounts and how CRM integration helps track relationships. 21:12 - 23:36: Discussion on incentivizing network contributors and tracking referrals within the GoToNetwork platform. 23:36 - 25:04: Overview of how GoToNetwork integrates with existing sales processes and strategies. 25:04 - 27:41: The importance of mapping relationships, defining playbooks, and nurturing networks for successful go-to-market motions. 27:41 - 30:09: Discussion on the potential role of a dedicated network manager in companies and coordination with RevOps. 30:09 - 32:53: Examples of revenue and results seen by companies applying GoToNetwork strategies, along with the number of users on the platform. 32:53 - 33:26: Conclusion and invitation for further discussion with David about GoToNetwork and its potential impact on go-to-market strategies. | |||
| 24 Nov 2023 | Selling on Events I Korbian Guglhoer - Team Lead Business Development @InsightConsulting | 00:41:25 | |
This episode of the podcast explores the topic of selling at events and the correlation between personal branding and event success. Korbi and Alex discuss the importance of physical events in a digital world, strategies for approaching and qualifying leads at events, and the dos and don'ts of engaging with prospects. They also cover the role of personal branding and LinkedIn in event marketing, the process of tracking and following up with leads, and share insights and anecdotes from their own experiences. Overall, the episode provides valuable information and tips for sales professionals aiming to make the most out of events and leverage personal branding to drive success. Korbi: 06:03 - 09:56 The importance of selling at physical events in a digital world 09:56 - 12:49 The benefits of selling at events compared to other marketing approaches. 12:49 - 14:45 Strategies for selling at events, including speaker slots, booths, and creative approaches. 14:45 - 20:25 Approaching and qualifying leads at events, including open questions and providing value. 20:25 - 21:37 Identifying and disqualifying irrelevant leads at events. 21:37 - 30:27 Collecting and tracking leads, follow-up strategies, and the importance of multi-channel communication. 30:27 - 36:12 Best and worst conversations at events, dos and don'ts of approaching prospects at events. 36:12 - 38:07 Leveraging personal branding and LinkedIn for event success. 38:07 - 40:43 The correlation between personal branding, events, and marketing, and the potential for closing deals at events. | |||
| 19 Jan 2024 | Transitioning from Founder-Led-Growth to Sales-Led-Growth I Philip Olesch - Sr. Sales Unit Builder @SalesCloud | 00:40:53 | |
In this podcast, the Alex & Philip discuss the transition from founder-led sales to sales-led growth in startups. They talk about the challenges involved in this phase and the importance of resource planning. The guest, Philip Olesch, shares his experience in B2B sales and discusses the difference between founder-led sales and sales-led growth. He emphasizes the need to factor in time and the common mistakes in resource planning. They also touch on aligning the ideal customer profile (ICP) and messaging, creating an activity plan, and testing different channels and approaches. Philip shares some success stories and best practices, such as the involvement of founders and sales leaders, building a structured approach, and seeking advice and mentorship. Philip:
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| 21 Sep 2023 | The myth of the trusted advisor I Stefan Pravits - Enterprise AE @SAP | 00:34:36 | |
Discover the secrets to becoming a trusted advisor in this insightful episode with a real Go-to-Market Master Stefan Pravits who is an Enterprise AE for SAP. We delve into the qualities and actions necessary to earn trust, explore strategies for building strong relationships, and provide practical tips for establishing credibility. Join us as we uncover the path to becoming a trusted advisor and unlock the key to fostering meaningful connections in professional settings. Alex: Stefan: -- 00:00 - 05:35 Introduction 05:35 - 07:45 What is a trusted advisor 07:45 - 09:10 How to become a trusted advisor, while spending not much with prospects? 09:10 - 11:05 How to become a trusted advisor 11:05 - 15:20 Leverages for the trusted advisor status 15:20 - 19:02 Maintaining the trusted advisor status 19:02 - 21:13 How many people in an account should recognize me as a trusted advisor? 21:13 - 26:50 Using non decision makers to influence decision makers and thrive deals 26:50 - 31:50 Stefan's best practices and a story about a close 31:50 - 34:35 How to succeed in a challenging market | |||
| 06 Dec 2024 | Creating B2B Content that converts I Mark Walker - Founder @Revved Up | 00:44:55 | |
In this podcast episode, Alex and Mark discuss the importance of creating B2B content that converts. They explore the evolution of B2B marketing over time and the channels that modern companies should focus on. They emphasize the value of building a newsletter audience and leveraging LinkedIn as a distribution channel. They also discuss the concept of programmatic SEO and the power of thought leadership content. While YouTube and podcasts can be effective channels, they may not always be the best fit for B2B SaaS businesses. Overall, the key is to create content that addresses different time horizons and provides value to the audience. Mark: -- Timestamps: 00:00 Introduction 03:46 Guest Introduction and Background 07:23 Evolution of B2B Marketing and Content Creation
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| 12 Oct 2023 | Customer Led Growth I Christoph Schachner - Head of Growth @WeAreDevelopers | 00:37:04 | |
In this podcast, Alexander and Christoph discuss customer-led growth. They emphasize the importance of understanding customer needs and preferences and using customer insights to inform marketing decisions. They explore strategies for personalized marketing, customer engagement, and customer retention. They also touch on the benefits of customer advocacy and referral programs. Christoph suggests non-monetary incentives and involving customers in product boards. The podcast also concludes with a discussion on partner management, with sales often leading in partnership initiatives. Alex: Christoph: 06:13 - 17:43 Customer Led Growth 17:43 - 26:55 Personalized Marketing and Customer Engagement 26:55 - 30:53 Customer Retention and Loyalty 30:53 - 34:14 Referral Programs and Customer Advocacy 34:14 - 36:18 Who should take over Partnership Management. Sales or Marketing? | |||
| 22 Mar 2024 | Designing a Successful Sales Onboarding I Haris Halkic - Senior Sales Manager @PowerUs | 00:42:07 | |
In this episode Alexander and Haris discuss effective sales team onboarding, emphasizing deep product knowledge, sales leader support, and transparent culture. In hyper-growth phases, balancing physical and remote onboarding is key. Success metrics include time to productivity and retention rates, with tips including focusing on product knowledge and leveraging technology. A structured and supportive onboarding process is crucial for sales team success. - - Questions? Alex: Haris: - - 00:00 - 04:44 Introduction 04:44 - 06:31 Importance of Product Knowledge 06:31 - 10:00 Sales Leader's Role 10:00 - 11:44 Onboarding in Hyper-Growth Phases 11:44 - 14:08 Remote vs. Physical Onboarding 14:08 - 17:34 Tracking Onboarding Success 17:34 - 19:49 Best and Worst Onboarding Experiences 19:49 - 22:41 Final Tips for Onboarding Design 22:41 - 23:45 Importance of Product Knowledge 24:35 - 26:31 Sales Leader's Role 26:40 - 28:06 Onboarding in Hyper-Growth Phases 28:06 - 30:49 Remote vs. Physical Onboarding 31:13 - 33:47 Tracking Onboarding Success 33:47 - 36:44 Best and Worst Onboarding Experiences 36:49 - 39:43 Final Tips for Onboarding Design 39:43 - 41:40 Conclusion | |||
| 12 Jul 2024 | Building a Sales Team with Few Resources I Kevin Meyer - Enterprise Sales Director @Corsearch | 00:46:27 | |
In this episode, Alexander Kohler and Kevin discuss the challenges of building and managing sales teams with limited resources. Kevin shares his journey from selling beer mugs to leading sales teams, emphasizing the value of hiring motivated young reps. He describes turning a minimal operation into a successful team, highlighting the importance of managing remote teams and fostering a supportive culture. Kevin also touches on people management, pressures from upper management, incentivizing quality over quantity, and the need for proper delegation. The episode offers valuable insights and practical advice for startups on creating effective and motivated sales teams with few resources. Questions? Alexander Kohler: alexander@sellabl.co Kevin Meyer: - - 01:07 - 02:36 Kevin introduces himself and his background in sales. 02:36 - 04:41 Kevin shares his early experiences in sales and how he started. 04:41 - 07:25 Kevin's first job in tech sales and how he transitioned into the role. 07:25 - 08:45 Discussion about building a sales team with limited resources. 08:45 - 11:06 Kevin's experience building sales teams in Berlin and Barcelona. 11:06 - 13:20 Challenges and successes of training and managing working students. 13:20 - 15:10 Comparison of hiring junior reps vs. working students. 15:10 - 17:22 Insights on managing a remote sales team and maintaining motivation. 17:22 - 19:10 Tools and methods Kevin used to manage and train his team.
21:26 - 23:39 Importance of call shadowing and providing feedback to junior reps. 23:39 - 25:06 Handling feedback and training junior reps effectively. 27:45 - 30:06 Kevin discusses challenges in hiring junior sales reps under time pressure. 30:44 - 33:51 Kevin shares strategies for managing pressure from senior leadership. 34:00 - 40:15 Kevin reflects on the benefits of hiring senior sales staff to support team growth and outlines effective commission models for junior sales reps based on meeting and deal outcomes. 40:23 - 44:31 Kevin concludes with insights on learning through hands-on experience and the importance of early delegation in managing workload and team dynamics effectively. | |||
| 31 May 2024 | Post Discovery Qualification I Florian Godefroy - Head of DACH @enmacc | 00:48:26 | |
In this podcast episode, Alexander and Florian discuss the importance of post-qualification in sales discovery calls. Florian, with his background in consulting and aerospace, explains how it ensures alignment and clarity after initial client discussions. They also address handling unresponsive clients, with Florian recommending honest, direct communication and sharing his success with handwritten letters to capture client interest. Questions? Alexander Kohler: alexander@sellabl.co Florian Godefroy: -- 00:00 - 03:41 Introduction and background of Florian's experience in sales, including his work in consulting, particularly in the aerospace sector. 03:41 - 06:41 Florian discusses how he unexpectedly transitioned into sales from a background in political science and history, emphasizing his affinity for problem-solving and building relationships. 06:41 - 09:17 Florian explains the concept of post-qualification in the sales process, focusing on understanding customer needs, defining criteria for success, and gaining agreement on proposed solutions. 09:17 - 10:53 Florian discusses the importance of aligning expectations and actions in post-qualification, emphasizing the need for simplicity and prompt follow-up to ensure effective communication and progress. 10:53 - 14:15 Florian elaborates on tools and strategies for building post-qualification frameworks, including mutual action plans and effective communication methods such as emails and follow-up calls. 14:15 - 18:54 Florian addresses challenges in dealing with different types of buyers, including "poker players," and emphasizes the importance of reading people's actions and commitments to gauge genuine interest and progress in the sales process. 18:54 - 24:27 Florian shares strategies for navigating interactions with challenging buyers, including maintaining open communication, setting realistic expectations, and creatively engaging prospects, such as sending handwritten letters to prompt responses. 25:00 - 28:20: Florian emphasizes the importance of closing deals promptly after a prolonged sales process and suggests strategies for determining whether to pursue further or move on to other prospects. 28:20 - 33:23: Florian and Alexander discuss the significance of post-qualification presentations, highlighting the differences in sales approaches between North America and Germany and the importance of tailoring presentations to meet the prospect's needs. 33:23 - 40:12: The conversation shifts to presenting price effectively and addressing objections, including tips for equipping champions to advocate for the product and strategies for convincing stakeholders, such as arranging meetings with advocates and emphasizing ROI. 40:12 - 47:09: The focus turns to handling objections from CFOs and other stakeholders, with Florian suggesting strategies such as engaging in lunch meetings with advocates and exploring alternative pricing models. They conclude by summarizing the key elements of post-qualification presentations and invite listeners to reach out for further discussion and access to templates provided in the show notes. | |||
| 20 Oct 2023 | Selling in to a hyper competitive market I Cait Kennedy - VP/Director/Head of Sales & Business Development | 00:51:39 | |
In this podcast episode, Cait and Alex discuss the challenges of selling into a hyper-competitive market. Cait, is a expert in Sales roles in the recruiting space, shares her insights and experiences. They cover topics such as understanding your buyer's needs and problems, building a strong value proposition, developing the right mindset for success, handling objections effectively, and scaling your sales team. Cait emphasizes the importance of curiosity, being process-driven, and finding ways to stand out in a crowded market. She also suggests practical strategies like personalized messaging, using AI tools for research, and organizing roundtable discussions with target customers. Alex: Cait: 05:12 - 06:24 Challenges of selling into a hyper-competitive market 06:24 - 10:22 Understanding the buyer's needs and problems 10:22 - 12:29 Building a strong value proposition 12:29 - 14:55 Developing the right mindset for success 14:55 - 16:05 Handling objections effectively 16:05 - 16:56 Strategies for identifying the ideal customer profile (ICP) 16:56 - 19:42 Defining the unique selling proposition (USP) 19:42 - 20:51 Selling to unattractive buying personas 20:51 - 23:07 Tips for being successful in hyper-competitive markets 23:07 - 23:45 Overcoming objections through conversation and questioning 23:45 - 25:25 Techniques for objection handling 25:25 - 27:28 Motivating a sales team in a competitive market 27:28 - 31:24 Scaling sales processes efficiently 31:24 - 33:22 Leveraging research and personalized messaging 33:22 - 34:19 Staying efficient while scaling a sales team 34:19 - 36:41 Selling to HR or talent acquisition function 36:41 - 39:59 Approaches for prospecting and building relationships 39:59 - 46:06 Techniques, strategies, and examples for success in hyper-competitive markets 46:06 - 50:05 Tips for staying efficient, scaling, and maintaining success 50:05 - 51:38 End Conclusion and contact information. | |||
| 31 Jul 2024 | Breaking in & standing out in a competitive market I Alan Zhao - Co-Founder @Warmly | 00:36:03 | |
This GTM Mastery Episode dives into the entrepreneurial journey of Alan Zhao, co-founder of Warmly, exploring his transition from a math major to AI startup ventures. The conversation covers insights on market differentiation, strategies for entering competitive markets, and the importance of identifying bottlenecks in business growth. Alan shares valuable lessons on market saturation, copying strategies, and the significance of brand positioning in building a successful go-to-market approach. The discussion also highlights the role of inbound marketing, leveraging LinkedIn for brand visibility, and the development of a signal-based orchestration platform for future growth. Alan: --
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| 03 May 2024 | Brand-vs-Performance-Marketing I Mario Fassbender - Vice President Marketing @IDnow | 00:40:44 | |
Host Alexander and marketing veterans Mario dissect the differences between brand and performance marketing in this episode. Drawing from Mario's extensive experience, they explore metrics, strategic priorities, and measuring success, emphasizing the interconnectedness of the two approaches. Mario stresses the importance of balancing both strategies for sustainable growth, breaking down silos, and establishing a common vision. They encourage listeners to engage with them on LinkedIn for further discussion. - - Questions? Alexander Kohler: Mario Fassbender: 00:00 - 03:08 Host Alexander introduces marketing veteran Mario and the topic of brand versus performance marketing. 03:08 - 04:14 Mario shares his extensive marketing experience spanning over 20 years, including his roles in various tech companies. 04:14 - 09:08 Mario discusses his career path and the evolution of marketing strategies in the industry. 09:08 - 11:45 Mario explains the objectives and goals of brand marketing, emphasizing the importance of perception and trust. 11:45 - 16:22 The conversation delves into the differences between B2B SaaS brand marketing and consumer brand marketing, highlighting the need for a balance between short-term and long-term strategies. 16:22 - 19:35 Mario defines performance marketing and its focus on immediate, measurable outcomes, contrasting it with brand marketing. 19:35 - 22:37 The discussion covers key metrics for performance marketing and the importance of breaking down silos between brand and performance teams to align strategies and goals. 22:37 - 23:25 Mario explains the challenges of measuring brand success and suggests creative approaches to gather data and assess brand impact.
26:28 - 29:12 Mario outlines the strategic priorities of balancing brand building and performance marketing, emphasizing team roles based on company maturity and market expansion. 31:21 - 33:22 Mario highlights the crucial skills for hiring brand and performance marketers: messaging consistency, emotional connection, SEO proficiency, and stakeholder collaboration. 33:22 - 37:13 Mario stresses a holistic approach to measuring brand marketing success, integrating channels and considering overspill effects and the 95-5 rule. 37:59 - 39:21 Mario summarizes key takeaways, stressing the interconnectedness of brand and performance marketing, team alignment, balance, and implementing a guiding North Star metric. 39:21 - 40:42 Host Alexander wraps up, thanking Mario, urging audience engagement, and sharing LinkedIn profiles for further discussion. | |||
| 31 Aug 2023 | Intro Episode I Alexander Kohler - Host | 00:01:06 | |
Welcome to the Go-to-Market Mastery Podcast, hosted by Alex Kohler. Are you a founder or a Go-to-Market professional striving to navigate the intricate journey of business growth? You're not alone. Join us on this captivating podcast where we unravel the art and science of scaling businesses.
Each week, a fresh episode awaits you, featuring an industry expert who delves into a specific facet of the Go-to-Market landscape. Whether it's honing your sales strategy, mastering the art of customer success, orchestrating a compelling marketing campaign, or optimizing revenue operations, we've got you covered. Our guests bring a wealth of experience and insights, making every episode a treasure trove of actionable wisdom. Your host, Alex Kohler, spearheads engaging conversations that demystify the challenges and unveil the opportunities. With each new episode, a unique Go-to-Market topic takes center stage, explored through the lens of practical experience and industry know-how.
Enjoy the podcast! | |||
| 19 Apr 2024 | Allignment between Marketing Sales and CSM I Chrisitan Weißbrodt - Chief Revenue Officer @finway | 00:41:36 | |
Questions?
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02:17 - 06:08 Exploration of Christian's journey into go-to-market roles 06:08 - 13:37 Christian and Alexander discuss the challenges of aligning sales and the consequences of misalignment. 13:37 - 14:38 Incentivizing sales teams for long-term success
25:48 - 34:41 Defining criteria for leads as pipeline and discussing qualification frameworks 36:56 - 40:41 Challenges of aligning marketing and sales in SMBs versus enterprises, plus advice for founders and chief revenue officers, emphasizing hiring practices and attention to detail. | |||
| 10 Nov 2023 | Email Outbound done right I Tyler Hickey - Account Executive @Branch | 00:46:24 | |
In this podcast, Alexander and Tyler discuss best practices for writing meaningful emails. They cover topics such as research and personalization, email structure, subject lines, follow-ups, open rates, meeting booking rates, A/B testing, and getting into sales. Listeners can find valuable tips and strategies for crafting effective emails in this episode. Tyler: 04:33 - 05:14 Importance of effective time management and focus in a quota-carrying role. 05:14 - 08:38 Emphasizing a problem-focused approach in cold emails. 08:38 - 10:25 Leveraging the Lavender tool to generate more meeting opportunities. 10:25 - 15:46 Value of personalization in emails using prospect-specific information. 15:46 - 20:59 Importance of identifying decision makers and creating champions for successful outreach. 20:59 - 23:05 A recommended email structure: observation, problem, solution, and curiosity-based CTA. 23:05 - 27:22 Tips for keeping emails concise and impactful 27:22 - 31:09 Effective CTAs and strategies for follow-ups. 43:08 - 45:39 Advice for those starting out in sales and the importance of showcasing skills and knowledge. 45:39 - Wrapping up the podcast and encouraging further engagement and questions. | |||
| 26 Oct 2023 | Identifying Leads & Booking Meetings Successfully I Michael Larche - VP New Business Sales @Dealfront | 00:43:17 | |
In this podcast episode, Michael, a VP of Sales at Dealfront, shares insights on identifying leads and booking meetings. He emphasizes the importance of having a clear Ideal Customer Profile (ICP) and personalizing outreach efforts. Dealfront offers a go-to-market platform focused on B2B sales in Europe, leveraging AI to filter high-quality customers and optimize messaging. Michael suggests spending 15-25 minutes on research before reaching out to prospects. He also discusses lead scoring, setting expectations for sales reps, and the impact of AI on sales. Michael: | |||
| 16 Sep 2023 | Personalization at scale I Jan Benedikt Mundorf - Account Executive @Pleo | 00:35:46 | |
In this episode, Alex and Jan dive deeper into personalization at scale. Often misused by many sellers, but when used and done correctly, it offers huge leverage in sales. This is a must for everyone who wants to take their sales to the next level, with Jan sharing best practices from his own career and job as an Account Executive. Alex: Jan: -- 00:00 - 06:26 Introduction 06:30 - 10:11 What is personalization at scale, and how to spent with which target personas? 10:11 - 12:33 How to leverage non decision makers for closing deals 12:33 - 16:10 Personalization at scale used right 16:10 - 20:25 How to mix up automated steps, while still being meaningful and personalized 20:25 - 22:45 A/B testing done right 22:45 - 26:35 When do you know your messaging work? 26:35 - 29:10 How to leverage AI in your sales 29:10 - 31:35 The future of email as a sales channel and Pleo's current (creative) sales channel ;) 31:35 - 35:36 Jan's recommendation to reps just starting out in sales | |||
| 31 Aug 2023 | Scaling from 2 to 50 Million Revenue I Oliver Manojlovic - VP Sales Personio | 00:34:04 | |
In this podcast episode, Alex engages in a conversation with his guest Oliver, who successfully scaled Personio 2 to 50 Million ARR (and beyond). Oliver shares insights, highlighting the journey, challenges, and strategies involved in achieving this impressive growth. They discuss crucial aspects such as building a strong foundation, avoiding common scaling mistakes, defining growth tactics, finding the right growth engine, and the contrasting sniper vs. shotgun approaches. Alex: Oliver: -- 04:20 - 06:05 Building a solid fundament 06:05 - 10:40 Common mistakes while scaling 10:40 - 13:25 Key tactics & strategies for growth 13:25 - 18:10 Finding your growth engine 18:10 - 20:35 Sniper vs Shotgun approach 20:35 - 23:50 Role of a founder in a company’s Go-to-Market motion 23:50 - 26:21 Retaining customers while scaling up 26:21 - 28:25 Olivers most valuable lessons during Personio's growth 28:25 - 30:35 Advice for founders in the current market 30:35 - 31:55 How Hanno Renner acquired the first Personio customers 31:55 - 34:04 Outlook on the future | |||
| 08 Dec 2023 | Winning Enterprise Deals I Jiri Siklar - Sr. Enterprise Account Executive @MongoDB | 00:47:50 | |
In this podcast episode, the hosts discuss the process of winning enterprise accounts. They cover various topics, including the stages every enterprise deal goes through, the importance of research and relevance, the role of discovery and validation, and the need for teamwork and collaboration in enterprise sales. The hosts also share some funny and memorable experiences from their sales careers. Overall, the episode provides valuable insights into the world of enterprise sales. Jiri: 04:43 - 08:03 Stages every enterprise deal goes through and the importance of understanding the customer's goals and initiatives. 08:03 - 11:09 The differences between enterprise deals and SMB deals, including the complexity and size of the deals. 11:09 - 13:58 Research in enterprise sales, including selecting the most promising accounts and identifying the strategic priorities of the company. 13:58 - 16:35 Timing and relevance in reaching decision-makers, as well as the need for multiple touchpoints and follow-ups. 16:35 - 19:41 Importance of being relevant to decision-makers, understanding their problems, and attaching the solution to their strategic initiatives. 19:41 - 24:39 Discovery in the sales process, including understanding the current state, negative consequences, future state, and positive outcomes of the customer. 24:39 - 26:09 Need for patience and persistence in enterprise sales, even if the initial contact does not result in an immediate deal. 26:09 - 34:59 The importance of ongoing qualification, technical validation, and business validation in the sales process, as well as the involvement of other team members in the process. 34:59 - 37:37 Transition from the sales phase to customer success, highlighting the need for effective handover and ongoing support. 37:37 - 40:11 Teamwork and the involvement of legal and finance departments, while noting that procurement usually comes after the buying decision. 40:11 - 43:40 Collaboration with HR, legal, and finance departments when necessary, as well as the individual requirements of different enterprise deals. 43:40 - 47:11 Funniest sales experiences | |||
| 17 Nov 2023 | Digital Sales Rooms I Marc Grewenig - Co-Founder @emlen | 00:36:44 | |
The episode focuses on digital sales rooms and their benefits in the sales process. They discuss the concept of a digital sales room as an interface between sellers and buyers, where communication, content sharing, collaboration, and closing deals can take place digitally. They highlight the advantages of using a digital sales room, such as improved conversion rates, shorter sales cycles, and better customer experience. The podcast also touches on emerging trends and innovations in this space, including product demo experiences and the potential use of AI and augmented reality. Marc: 05:10 - 07:34 Use Cases for Digital Sales Rooms 07:34 - 11:11 Return on Investment (ROI) of Digital Sales Rooms 11:11 - 15:28 Industries and Deals Benefiting from Digital Sales Rooms 15:28 - 19:24 When to Implement Digital Sales Rooms 21:37 - 24:13 Integration of Digital Sales Rooms with CRMs 24:13 - 26:18 Emlen's Growth Engine 26:18 -30:18 Future Trends and Innovations in Buyer Enablement 30:18 - 34:30 Category Building and Potential Future Innovations 34:30 - 36:43 Game Plan for the Future | |||
| 05 Apr 2024 | Selling into blue collar accounts I Christian Städler - Founder @GTM Pioneers & MD @Mobile Jobs | 00:51:14 | |
Chris and Alexander discuss the intricacies of sales strategy, pipeline management, and customer retention, focusing on blue-collar account segments. They emphasize the importance of segment focus, pipeline velocity, and achieving a high conversion rate. Chris shares insights on improving conversion rates through a shift towards profitable growth and fostering a culture of quick decision-making. Additionally, they explore unique customer retention strategies, such as incentivizing repeat purchases and referrals. Towards the end, Chris introduces the Go-to-Market Pioneers community, aiming to drive collaborative best practices for go-to-market strategies in Europe. -- Questions? Alex: Christian: -- 07:46 - 08:02 Alexander asks about differences in software startups and blue-collar accounts. 08:02 - 09:29 Chris explains blue-collar accounts as small to medium-sized businesses with unique sales approaches. 09:29 - 10:11 Alexander discusses strategic interactions with white-collar workers in blue-collar companies. 10:11 - 11:46 Chris details strategic approaches for blue-collar accounts, stressing trust and exclusivity. 11:46 - 13:21 Alexander asks about sales development and understanding blue-collar pain points. 13:21 - 15:01 Chris explains learning blue-collar language and nuances through direct interactions. 15:01 - 16:08 Chris emphasizes speaking the language of blue-collar workers for trust. 16:08 - 18:12 Alexander asks about strategies for blue-collar accounts. 18:18 - 20:00 Chris discusses effective channels and trust-building for blue-collar accounts. 20:00 - 22:48 Alexander discusses go-to-market approaches and sales channel rankings with Chris. 24:03 - 26:11 Chris discusses tailoring sales playbooks and efficiency in different market stages. 26:11 - 30:45 Chris highlights pipeline coverage, velocity, and forecasting in sales. 30:45 - 34:13 Chris discusses essential metrics for successful sales reps, focusing on blue-collar accounts. 35:50 - 39:32 Chris explains the unique sales approach for blue-collar accounts. 39:46 - 43:31 Alexander and Chris discuss factors driving increased conversion rates and the importance of quick rejection in sales. 43:31 - 44:45 They shift focus to customer retention strategies for blue-collar segments. 44:45 - 48:06 Chris elaborates on tailored retention approaches and incentivizing referrals. 48:06 - 50:35 Alexander discusses Go-To-Market Pioneers with Chris. | |||
| 01 Mar 2024 | LinkedIn Outreach done right I Diego Sosa - Sales Consultant @SalesPlaybook | 00:39:46 | |
In this Episode ,Alexander and Diego discuss LinkedIn outreach strategies, emphasizing personalization, relevance, and value in messages. They cover automation tools, multi-channel approaches, and engaging sales teams on LinkedIn. They stress the benefits of being active on the platform to build personal brands and offer advice for starting and maintaining engagement. -- Alex: Diego: -- 00:00 - 04:43 Introduction 04:43 - 08:03 Importance of Warming Up Prospects 08:03 - 13:29 Exploring Outreach Channels on LinkedIn 13:29 - 19:18 Relevance of Automation on LinkedIn 19:18 - 24:56 Engaging Sales Teams on LinkedIn 24:56 - 30:42 Content Creation and Personal Branding on LinkedIn 30:42 - 35:56 Advice for LinkedIn Engagement 35:56 - 40:39 Closing Remarks | |||
| 31 Aug 2023 | Cold Calling Done Right I Noah Makiola - Account Development Representative Mongo DB | 00:35:44 | |
In this episode Noah and Alex are talking about how you nail cold calling and if done right create a sales channel for your company or if you already do cold calling just get the most out of it. Noah is working in the enterprise segment at MongoDB which is one of the most competitive sales environments on the market. Alex: Noah: -- 05:10 - 06:33 Cold calling as a sales channel 06:33 -08:20 Fear of cold calling 08:20 - 11:10 How to structure & approach calls 11:10 - 13:35 Dealing with rejection 13:35 - 18:20 Cold calling prep 18:20 - 18:50 Initial call 18:50 - 20:20 Post call 20:20 - 25:30 Cold calling script & guidelines 25:35 - 28:00 Building a connection with the prospect 30:15 - 32:35 Creating feedback loops & improve 32:35 - 33:20 Noah's funniest cold calling story 33:20 - 35:43 Advice for seller just starting out | |||
| 28 Nov 2024 | Customer Success as Growth Engine I Markus Rentsch - Founder @Remark-able | 00:44:04 | |
In this episode, Alexander and Markus dive deep into the world of Customer Success Management (CSM) and its potential as a growth engine for businesses, particularly in the SaaS sector. The discussion explores the common pitfalls organizations face when implementing CSM, emphasizing the need for a customer-centric approach. Markus, a veteran in customer success, shares his journey into the field and highlights the importance of understanding customer goals and delivering real value. Markus: -- Timestamps:
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| 13 Sep 2024 | From 0 to President: Building Sales Reps from Scratch I Dominic Klingberg - Founder ARRtist Circus | 00:33:56 | |
In this conversation, Alex interviews Dominik Klingberg, co-founder of AI Artist Circus, about building a successful sales organization from scratch. They discuss the stages of a seller's life cycle, the importance of mentorship, effective onboarding strategies for junior reps, and the qualities of top-performing account executives. They also explore how to create a culture that values both SDRs and AEs, and how to retain and develop sales talent. Dominik shares insights from his experience as a sales manager and offers advice on balancing mentorship and managerial responsibilities. Dominic: -- Timestamps: 00:00 Introduction and Topic Overview 02:59 Building a Successful Sales Organization 08:17 Onboarding Strategies for Junior Reps 12:43 Qualities of Top-Performing Account Executives 20:25 Creating a Culture that Values SDRs and AEs 28:36 Retaining and Developing Sales Talent | |||
| 28 Sep 2023 | Buying External Leads I Johan Sloos - Ex-Head of Sales @Go1 | 00:34:34 | |
The podcast episode with Johan discusses the importance of external lead sources and the limitations of relying solely on Sales Development Representatives (SDRs). Johan explores the advantages of working with specialized external lead providers and provides insights on pricing and evaluating external leads. The episode also covers the integration of external leads with sales strategy and process, as well as sales metrics to measure the success of purchased leads. Lastly, Johan highlights the benefits of having a Sales Operations role in the overall sales function. Alex: Johan: 04:53 - 07:38 Importance of External Lead Sources 07:38 - 11:55 Limitations of Relying Solely on SDRs 11:55 - 16:36 Advantages of Working with Specialized External Lead Providers 16:36 - 20:58 Pricing and Evaluating External Leads 20:58 - 24:12 Integration with Sales Strategy and Process 24:12 - 28:26 Sales Metrics to Measure Success of Purchased Leads 28:26 - 31:07 Benefits of Having a Sales Operations role 31:07 - 33:56 Final Thoughts and Conclusion | |||
| 02 Feb 2024 | Authentic Selling I Dennis Sprute - GTM Advisor | 01:03:07 | |
In this episode Dennis and Alexander discuss personal growth, eclectic selling, and the impact of AI on authenticity in sales. They emphasize the importance of aligning sales with personal values, integrating intuition with structured processes, and maintaining genuine human interaction. Dennis advocates for continuous learning and passing on knowledge, emphasizing authenticity, honesty, and relatability in sales interactions. Alex: alexander@sellabl.co Dennis: Dennis Linkedin -- 00:00 - 02:29 Introduction 02:29 - 22:17 Personal Growth and Eclectic 22:17 - 39:53 Integrating intuition and Structured Processes 39:53 - 58:51 Impact of AI on Authenticity in Sales 58:51 - 01:00:41 Closing Remarks | |||
| 11 Sep 2023 | Founder Led Sales I Carolina Hinrichsen - Founder & CEO @BLOCKS | 00:47:39 | |
In this episode, we are joined by Lina, an early-stage founder, as she imparts her wisdom on founder-led sales. Lina offers practical advice and shares her own journey, providing listeners with valuable insights to navigate the challenges and opportunities that arise when founders take on the responsibility of sales. Tune in to gain valuable strategies for successful founder-led salesmanship. -- Questions? Alex: alexander@sellabl.co Carolina: -- 00:00 - 04:45 Introduction 04:45 - 09:45 How to approach sales as a founder 09:45 - 09:45 Starting from scratch 09:45 - 19:15 Identifying & converting leads 19:15 - 26:40 When do you know a sales channel works? 26:40 - 32:34 First processes build up & tools 32:34 - 37:34 Blocks for sales in a crazy founder schedule 37:34 - 40:25 Pitching done right as a founder 40:25 - 47:07 Lina’s advice to founders | |||
| 15 Dec 2023 | Working with junior reps I Michael Klaus-Georg Sonnenschein - Founder @Growth Combinator GmbH | 00:53:41 | |
In this podcast, Alexander and Michael discuss the importance of working with junior sales representatives in startups. Michael shares his background and expertise in supporting startups with sales and growth. They cover topics such as hiring junior reps, tracking their progress and development, common mistakes made by junior reps, and advice for those starting out in sales. The discussion highlights the significance of proper onboarding, goal-setting, training, and providing guidance to help junior reps succeed in their roles. Michael: 04:43 - 14:25 The challenges of young startups and the importance of having experienced sales leaders. 14:25 - 25:27 Benefits of Working with Junior Reps 25:27 - 31:55 Hiring Junior Reps 31:55 - 43:09 Tracking and Developing Junior Reps 43:09 - 53:36 Common Mistakes and Advice for Junior Reps 53:36 - 54:42 Closing Remarks | |||