GTM Made Simple (Sangram Vajre)

You've got a marketing strategy, a content strategy, a social strategy, an ABM strategy. You may also have a crisis strategy, a sales strategy, a hiring and recruiting strategy .… You probably have an entire desk full of strategies. 

But few businesses have a word-of-mouth strategy.

Jay’s on a mission to change that. 

He’s the author 6 best-selling books, including Talk Triggers (as well as the founder of 5 multi-million dollar businesses.)

On this episode, Jay shares some of his best secrets about how businesses can operationalize a word-of-mouth strategy that will keep your customers talking.

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In the latest episode taken from B2BSMX, Kory Geyer, Sr. Director of Revenue Operations at 6sense, and Rauli Garcia, Vice President of Strategic Marketing at Sage Intacct, cover everything you need to know about cracking the marketing measurement code. This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange - Targeting accounts is the foundation of ABM. But, wow, can it be a challenge. Who owns it? How do you delineate your broader set of target accounts from micro-segments for fast-hitting campaigns? How do you scale to feed all the sales channels, while still being nimble and responsive to the market? Come listen to how heads of sales and marketing are tackling these challenges — not just for ABM initiatives, but for all of their demand generation efforts. We will cover how we look at this at Terminus and how our thinking has evolved over time. And we will also weave in success stories we’ve seen from working with our 500+ ABM clients.

After stumbling last week, I’ve picked myself up and am charging ahead.

This week, I got my interviews and I’m working on making my book memorable through a framework that works.

Now, I’m ready to start testing it. 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.

They are organized. They stick to a process. They focus on the wins. They are vital to many organizations.

Many times, people within the B2B space do not fully appreciate the role they play. What are “they”?

SDRs.

Both Jim Tocci and Brad Wilkerson of Terminus joined Sangram on this one to talk about a day in the life of an SDR.

Where do great ideas come from? 

From people who have seen the world from a different point of view.

That’s what Hayley Berlent says. And she would know. 

Hayley was born in Potchefstroom, a small town in South Africa. So small, in fact, that it only had one stop light. 

Later in life, Hayley moved to the United States - New York City, to be specific - where she built a thriving career and became a brand expert. She has worked with organizations like Aetna, Memorial Sloan Kettering, and the YMCA to develop their own brands. 

Now, she runs her own brand consultancy agency, The Additive Agency. 

What if the best business advice you could get was told in the form of a japanese comic book? In this episode Sangram talks about Daniel Pink’s book “The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need.”

For routine jobs, an hourly schedule is perfect for keeping you organized and focused. But, if your job doesn’t support that, you still need some sort of schedule to be exceptional.

According to my friend Allen Gannett, the CEO of TrackMaven, and one of the keynote speakers at the very first #FlipMyFunnel conference, anybody can be a genius. 

Allen has written a book called The Creative Curve, in which he explores the myth that we are born creative, and how you too can be a creative genius.

All it takes is a lot of hard work, a little luck, and what Allen calls “The 4 Laws of the Creative Curve.” 

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The media environment is radically different. So the tactics we use as marketers must become radically different. Enter human-to-human marketing.

On this takeover episode, Barb Mosher Zinck talks with Matthew Sweezey, the Director of Market Strategy at Salesforce, about the newest revolution in marketing.

When the news of George Floyd’s death broke, I was trying to stay positive and hopeful for the future. That’s who I am. 

I was called out on it. And rightly so. 

I wasn’t thinking very deeply about it. I was taking it lightly.

Nikki Ivey, Co-Founder at SDRDefenders, was the one to call me out and through that, we had a call. And I’m so grateful for that conversation.

It led me to ask the question I really should be asking more: What should I do?

Nikki said I should use my platform to reach out to those who are doing amazing things in their professional lives while fighting this fight every day — to share stories and practical recommendations for actually addressing these issues. 

And Nikki was gracious enough to come on the show and do just that.

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Resilience and luck in the face of adversity can be the difference between failure and extraordinary success. While navigating the COVID-19 pandemic, some inspiring companies have begun to pivot their business to align with the changing world.

Henry Schuck, CEO of ZoomInfo, joins the show to share his company’s success strategies and personal insight:

• Going public with the largest software IPO in a decade during the pandemic
• Helping client companies shift their business strategies and thriving
• Outbound and inbound marketing: how the two can work together
• Advice on starting a company today 

To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform. 

Connect with Henry at https://www.linkedin.com/in/hschuck/

Moments matter, experience gathers, everything else scatters.

This episode of the #FlipMyFunnel podcast, Sangram dives into how you can create meaningful moments for your B2B customers. He uses examples from hospitality to show how the B2C world often really gets it right, and we could all learn a thing or two from magical moments and experiences (like Magic Castle’s poolside popsicle delivery service!).

Not all accounts are created equal.

If you really want to scale content marketing, you have to start treating your accounts differently.

In this episode, Sangram and Kaitlin discuss a blog post from B2B marketing leader Cynthia Stephens about how to scale content marketing for an ABM strategy.

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Nobody likes to ask for help. 

But in a world where we’ve been taught that asking for help is a weakness, it’s more important now than ever before to get comfortable asking for help. 

So says my latest guests, Jessica Lalley & Eden Hansing. Jessica is the founder of Voices to Connect, and Eden is the Community Manager at Peak Community, and they joined us on this episode to talk about the power of asking for help. 

In this episode, we discuss:

• Why asking for help is the best thing you can for your career
• Why networking outside your comfort zone is so important
• HOW to ask for the help that you need

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.

My former boss Marc Benioff, the founder of Salesforce, is a genius at turning customers into evangelists. I have learned so much from him that I now use in my own company.

 

This week, James and I completed another #FlipMyFunnel episode in our series discussing Marc Benioff’s Behind the Cloud book.

 

Here we talk about the many ways Marc made Salesforce their customers’ home and how you can apply those lessons to your business.

One-time success in business means nothing.  To really “make it,” you’ve got to learn how to find that same amazing result again and again.

As part of our flashback series (celebrating 100 episodes of the #FlipMyFunnel Podcast!), we’re going back to Episode 2, an interview with David Cancel, CEO of Drift.  

This week only, enter promo code: 100PODCAST for $100 off any conference ticket. Check out the link to register here: http://bit.ly/2kbNw95

David shared some insights on four simple rules for cutting through the clutter of today’s noisy environment:

1. Focus on the basics
2. Establish a progression mentality
3. Follow your spidey senses
4. Develop a growth mindset

Alex Gobbi, CMO at Secureworks, and Kira Mondrus, CMO of QASymphony, discuss their important role at their respective companies. They share their expertise on what it means to be a modern chief marketing officer, and how others can implement their tips in their own companies.

More than ever, sales and marketing need to be on the same page and providing content. In this interview Ryan O’Hara, VP of Growth and Marketing at LeadIQ, talks about alignment and content strategies that work for sales teams. 

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For today’s episode of the Flip My Funnel podcast, we spoke with JD Prater, Quora Evangelist at Quora. 

 

JD and I talked about why Quora needs to be part of any marketer’s arsenal.

Here’s what we’re unpacking today:

• From Quora Believer to Quora Evangelist
• How an Evangelist Measures Success
• Why Marketers Need to Quora Seriously
• Sangram’s Summary
• JD’s Challenge

Have you ever been super excited about change at work?

Have you ever been confused, or frustrated, as to why not everyone is on the same page as you?

Transition can be overwhelming. Simply announcing the launch of a new platform or core value isn’t going to cut it. 

That seems like common sense right? Right. But in practice, it’s not uncommon to want to move at a faster pace.

Some people can feel ready from the get go. Others need to take time to process and understand what is expected before they are fully on board. What’s the best way to effectively communicate change so your team isn’t left frustrated and frantically trying to keep up? Glad you asked.

Enter the 7x7 Framework. 

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Today's episode is a throwback to when we were able to celebrate 100 episodes of the FlipMyFunnel Podcast. Now we're well over 600 episodes, and we're not stopping anytime soon!

Join me for weekly special LinkedInLive sessions where I interview your favorite guests like Pat Lencioni, Seth Godin, Whitney Johnson, and Kim Scott — LIVE!

 

Here's the one-click invite: https://evt.mx/mSGV4Ka8

Derek Grant is an incredible sales leader. He is the VP of Sales at SalesLoft and recently won an ABMie for Best Sales Leader. We caught up with Derek at the #FlipMyFunnel Conference and talked all about sales leadership, sales and marketing alignment, ABM, and more!

Learn how modern marketers are using intent data to improve email open rates, launch precision account-based ads, and win better deals before their competition knows what hit ‘em. 

 

Discover the benefits of each type of intent and what you really need to know before launching an intent-fueled ABM program.

 

In this adapted seminar Millie Resnick, Director of Product Marketing from Bombora, and Josh Lucas, Solutions Architect from Terminus, share the power of combining ABM and intent-based marketing.

 

Here’s just a taste of what they cover:

 

• Common types of intent data
• Bombora intent and machine learning
• Real customer stories
• Intent-powered ABM use cases
• Email nurtures
• Ad nurtures
• Event planning

 

To listen to this episode and more like it, you can subscribe to #FlipMyFunnel on Apple Podcasts or tune in on our website.

In a small company, it’s easy to know what to do next. The approval process is small -- your boss has a desk right next to you and you ask them, “Hey, here’s my idea, what do you think?” Two days later, you’re up and going.

That’s the attitude we should always have -- the beginner’s mindset. Sometimes as our company grows or we grow personally, we can get up in the routine. Today we talk about how to keep that beginner’s mindset, let the ideas flow, and don’t paralyze yourself with considering all the problems. 

So dive in to the podcast to hear why we think a beginner’s mindset is the key to your next success.

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Marketing automation platforms can be complex. 

There is a specific process to follow for set up, and then once the technology is set up it’s time to dig in! 

But what happens when the training period is over, and your team is left to actually utilize the thing? Teams are tapping into only 30% or less of their platform's capabilities, and Casey Cheshire, Founder & CMO of Cheshire Impact really wants to help change that. 

What we talked about:

• Marketing automation implementation 
• Tapping into the platforms full potential
• Utilizing the information and streamlining that automation brings

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Forcing function are the greatest reason why innovation happens in companies at a rapid scale.

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In the past few years, it seems like more companies have exploded onto the scene with great big missions. And older companies are making waves for their causes, too.

You have companies like TOMS, with their B1G1 model for giving away free shoes, or Patagonia donating a $10M tax-break to climate causes. 

On the surface, it may seem like these companies are just doing a better business strategy, but there is more to it than just a pricing strategy.

There’s a soul to it. There’s storytelling. There’s an evolution happening in business.

Our guest today, Yanik Silver, is the leading expert on this evolution. Founder of Maverick1000 and two-time Oscar Meyer shootout champion, Yanik is the author of “Evolved Enterprise,” a book that delves into why this evolution — and revolution — is taking over. 

I’ve learned so much from Yanik’s book, so I’m super excited for you all to hear some of his great ideas. 

Here’s what we’re unpacking today:

• What makes an enterprise evolved
• Why evolved enterprises are taking over
• How you can evolve your company
• Why sharing your story matters

This post is based on a podcast with Yanik Silver. If you’d like to listen to the full episode, you can check it out here and below.

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Digital transformation isn’t just about technology; it’s about people. If you’re focusing on the customer every step of the way, you’re focused on the right people.

In this Takeover episode host Samir Kumar Sah, Founder & CEO of Pritbor, explains how Nike’s digital transformation provided a better customer experience that gave them the competitive advantage over their competitors. 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.

Chandar Pattabhiram, CMO at Coupa sheds light on the difference between AI and Machine Learning and their future use-cases in marketing departments.  He advocates for their use in steps of the buyer’s journey far beyond acquisition (where 87% of B2B marketing spend is focused today). Successful marketing teams are driving higher lifetime value within their existing customer base by leveraging AI and driving alignment in additional areas like Adoption Marketing, Cross-Sell Marketing & Advocacy Marketing.

Is it better to hire people who have an impressive CV, or who will roll up their sleeves and do whatever needs to be done to bring a project to fruition?

Sangram knows the answer. “Passion trumps resume. Every day and twice on Sunday.”

“Passion is something that can cut through fear and create love for who we are and what we do. It’s an important idea for anyone who’s in any kind of leadership role that requires cross-functional support or buy-in. It’s about making our customers heroes in their own organization.”

 

 

In the 1960s, it wasn’t that hard to imagine flying cars by 2019.

The world would have solved all its issues by then so we can all peacefully zoom around in our personal saucers.

Turns out, that while we may be a little closer to flying cars, we’re not much closer to solving the world’s problems. Namely, gender equality.

What would our 1960s selves think?

Jeffery Halter, President of YWomen and author of Why Women, recently spoke at Leadercast’s Evolve session about gender equality in the workplace. We here at Terminus are excited to share this special episode with you.

Jeffery covers:

• Driving change in workplace gender equality
• How respecting women makes companies more money
• What you can do today to support diversity

Resources mentioned:

• Women in the Workplace 2018

To listen to this episode and more like it, subscribe to #FlipMyFunnel on Apple podcasts or listen on our website.

Call me crazy but here's what I am doing - Text ABMisB2B to 33777 to receive a copy of Sangram's newest book.

This is gift to YOU as a listener for a limited time! All I ask is for a review of the book on Amazon when you are done reading. Deal?

Religion, fitness clubs, and even brands all have followings for the same reason—they create communities that meet a basic human need to belong to something.

This need to belong extends to all areas of life, including the workplace.

We recently chatted with Judd Borakove, member of the Forbes Coaches Council and strategic consultant extraordinaire, as he shared with us the inherent value of building community in your business and the benefit of employees who feel they are valued beyond their talent.

In 2008, Dale Dupree found himself heading back home to help out at the family business.

He never would have guessed that selling copiers would lay the foundation of his wildly successful career in B2B sales.

Now, as the founder of The Sales Rebellion, Dale shares his and his father’s incredible story of triumph over tribulation and the importance of prioritizing relationships over transactions.

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Today, we're replaying an interview with Bryan Brown, Chief Product Officer at Terminus, who shares his wisdom on strategy that has served him during his 17 years of success in the marketing tech industry.

There are three important questions to consider when determining strategy.

First up: where do you compete? Second: how do you differentiate? And third: can you transform your product into a platform?

Using these three questions as a guide, a successful strategy can be created to align and propel a company forward in its industry.

“It’s isn’t always the biggest, baddest, or fastest mouse trap that gets the mice.

It’s the one with the stinkiest cheese.”

And this translates directly to marketing.

So says Soon Yu, author of the new book, Iconic Advantage: Don't Chase the New, Innovate the Old.  

Soon helps companies realize that they don’t have to be the fastest, biggest or have the best technology in order to be successful.  But they do have to connect with their audience, and the best way to do that is through meaningful marketing.

If there is no emotional connection created with customers, they’re just competing on price.  There aren’t many winners in that game.

In this episode of the #FlipMyFunnel Podcast, we chat with Soon about B2B storytelling, chasing the new versus innovating the old, and three qualities behind the most successfully innovative and iconic companies.

What makes you buy one loaf of bread over another? They’re both bread right? When a brand differentiates itself from another, the choice is easy. Ignoring the art of differentiation can leave your loaf stale on the shelf. 

We speak with David Brier, President and Creative Director of DBD International, about branding’s essential part of a product’s success. 

David covers:

• How to become scalable through writing a book
• Letting a brand breathe instead of suffocate
• A challenge for the audience

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

You can find Amber on LinkedIn and her website 

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

ABM is not about doing using the same tactics over and over again. It’s about using creative means (cross-selling, upselling, and encouraging expansion) to hit revenue goals.

Listen in to hear all this and more from Chris Reene, Enterprise Account Executive at Terminus.

Also, learn why Chris stopped wearing socks! Weird...

Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange

This dynamic panel will close the day with perspectives from executives representing different roles in the business, as well as different industries and stages of growth. The executives will share specifics into their company’s strategies, results and future priorities for initiatives such as ABM and sales and marketing alignment.

Businesses have had to adapt to the changing landscape caused by the COVID-19 Pandemic. From remote work to company culture, businesses share success stories and inspire others to learn from their reboots.

Michael Kostow, EVP & GM, Marketing Cloud at Salesforce, joins the show to discuss how he has navigated the COVID-19 Pandemic and to share others’ journeys: 

• How Salesforce Handled the 2020 Pandemic
• Salesforce Events Moving Into 2021
• Success Stories & Strategies of Businesses Already Rebooting 

The launch of a company is a big deal, but if preparation hasn’t been taken to build momentum up to that launch, you’re wasting valuable time. Think of every musical artist that leaked a few songs to hype up their upcoming album.

Jonathan Gandolf, Co-Founder & CEO, and Brett McGrath, VP of Marketing of The Juice, join the show to discuss why launch should never be just a one-day event. 

Jonathan and Brett cover:

• Building momentum to the launch
• Buying the company, not the product
• Discussing the vision for the launch

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

ABM is easy as soon as soon as you define your original ideal customer profile.

But that’s just like the old Steve Martin answer on how to be a millionaire:

“First step: Get a million dollars.”

So how do you get that million dollars? Or, in this case, how do you define your ideal customer profile?

Our advice, listen to this guy: Kirby Wadsworth. If that name is familiar to you, it’s because he’s an author of an Amazon 5-Star book, he was featured in Forbes’ Most Influential CMOs on Social Media, and he’s won tons of awards in the B2B space, including the Webby and W3 Awards and SiriusDecisions Return on Marketing & Sales Integration Award, to name a few.

Currently, Kirby’s the CMO at Illusive Networks, where he and his team are on a tremendous growth trajectory, while Kirby is helping define their ICP.

He came on #FlipMyFunnel to share what he’s learned.

Don’t miss it.

On today's throwback episode of the FlipMyFunnel Podcast, Lincoln Murphy discusses the difference between customer success and customer happiness.

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We're back again with guest host Noah Omri Levin, Director, Applied Analytics & Optimization - Media Lead at Search Discovery and host of the Digital Marketing Life podcast.

This week Noah interviews Olivia Hawkins, Associate Director of Global Media at VaynerMedia, about career longevity and happiness.  

How do we stay joyful and happy while navigating the outcomes of both good and bad decisions we make in our career paths?  According to Olivia, finding the job that gets you out of bed every day might make all the difference.

Call me crazy but here's what I am doing - Text ABMisB2B to 33777 to receive a copy of Sangram's newest book.

This is gift to YOU as a listener for a limited time! All I ask is for a review of the book on Amazon when you are done reading. Deal?

A few weeks ago, we did an episode about forcing functions. The LinkedIn messages, emails, and comments just keep rolling in, so we had to revisit this topic.

Co-hosted by both Sangram and James Carbary, this episode tackles “big rocks, rolling thunder, and small wins.” Sangram shares his secrets what it takes to continually motivate your team with the right amount of challenge, tempered by celebrating milestones along the way.

Sangram pulled out some lessons from NFL player Reggie Rivers as well and shared what he’s learned about comparing your business environment to an athletic event. Don’t miss this second take on forcing function, and how it creates the team mentality that delivers results.

(If you missed the first episode on forcing functions you can find it here.)

This was a power-packed episode, so let’s dive into Sangram’s three ways you as a leader can motivate yourself and your team.

Vulnerability is not a weakness, as you may have been told. Vulnerability and self-awareness are actually keys to great leadership, especially in marketing, where a primary function is connection with people.

Getting to the heart of the matter -- a path far too many shy away from. But Not Andrea Neiman.

Andrea joined me on the #FlipMyFunnel podcast to tell about how vulnerability and self-awareness are powerful tools in marketing. Andrea is the Senior Manager of Marketing at NetLine Corporation, and has been a Product and/or Channel Marketing Manager at various companies, including Adobe, Logitech ,and others.

She came on the show to help us humanize B2B.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

While companies continue to invest in the digital transformation through desktop sites, many are ignoring the same level of investment in mobile apps.

This can be a costly mistake as more consumers prefer to use their phones for purchases; if a company's mobile site & app experience is less than the consumer expects, they might turn elsewhere.

Samir Kumar Sah, host of The Experience Business podcast, discusses the critical importance of mobile app investment and 7 key steps to a mobile-first strategy.

In a recent podcast I spoke with Duane Cummings, speaker, author, former CEO of Leadercast. and host of the Leadercast podcast.

Here are just a few highlights of our discussion:

• Leaders make other people leaders.
• Communication is vitally important.
• Leadership is about serving.
• Use “wow!” instead of “how?” whenever you hear an idea.
• "What an opportunity" is another way to get people to think not solely about problems, but ways to solve them.
• Everybody wants to be valued. Create an environment that brings everybody together, no matter what level they are.
• Leaders are inclusive, they bring people into the fold to solve a problem.
• Leaders are empathetic.
• You cannot be a sensational leader unless you are amazingly self-aware.

Remember the Facebook boycott in July 2020? And the Stop Hate for Profit campaign?

Those concerns haven’t abated even slightly.

In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Jim Edmunds, CEO at Ingeniux, about ethics and digital content. 

The nonprofit world gets a bad rap.

Images of people sitting around in circles talking about being nice, operating without a clear set of goals, using marketing as an afterthought.

It can sometimes seem like the nonprofit organizations aren’t on par with for-profit companies, or those in the B2B or B2C worlds.

On the other side of the coin, there’s a reason people want to go to work for nonprofits. They want to feel like they’re waking up in the morning to make a difference in the world. Like their lives are being used to make other people’s lives better, not just to make another dollar.

So what can the nonprofit and for-profit worlds learn from one another?

Kristen Wendel, Director of Marketing Operations at Planview, (Previously Director of Marketing Operations at VersionOne) shares how her team uses insightful tools to build a practical pipeline of marketing qualified leads and accounts.

On this throwback episode of #FlipMyFunnel, Sangram talks with Bryan Brown a few things that B2B marketers can adopt from B2C marketers.

A lack of consistency in the marketing community seems to be the only consistency. Change is constantly being thrust upon us and yet we’re still surprised when it shows up at our door. 

But Ruth Rowan has a different experience with change. She embraces it; she’s a biologist by academic training, started her career in banking, then wound up in publishing until she fell into marketing. Lots of change, and she welcomes it. She also introduces change as the global CMO at Dimension Data. I guess you could call it a dream job. 

Digital transformation and change in general in any organization is difficult. But Ruth has seldom experienced resistance when leading the charge. Why? Well, that’s exactly it. She starts with why. 

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Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise.

In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• Marketing owns the experience. Therefore, they own GTM.
• Go to market is an understanding of which channels and segments work
• “You can’t build an amazing product if nobody hears about it”

Having issues coordinating your organization’s teams?

You’re not alone.

Fortunately, Netflix has given us a prime example of how best to tackle the challenge of keeping a rapidly growing business under control. It involves unifying your teams on a strategic nucleus and allowing them to work toward the goal as their unique tactics deem necessary.

We talk about that and more on today’s episode.

Taking a look at your annual marketing plan, you may be apprehensive to uproot it, even in favor of a slightly improved plan. So what can a marketing team do in lieu of timely restructuring? Improve the template rather than replace it. 

We speak with Pam Didner, Founder at Relentless Pursuit, about the 7 key elements of marketing strategy and how to integrate them into existing marketing plans or to give a framework for those who have yet to adopt a plan. 

Pam covers:

• Understanding marketing plans
• The 7 key elements of marketing strategy
• Final thoughts for the audience 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

In this episode, we brought in our very own Bryan Brown, Chief Product Officer at Terminus, to chat about the difference between B2B and B2C marketing and what we, as B2B, can learn from the B2C sphere.

Sometimes it’s good to take things up a notch.

Perhaps your ABM program has some wings, or you have some ABM tech … but you want to take things deeper. This is the #FlipMyFunnel episode for you.

This week’s #TakeoverTuesday episode is hosted by Steve Watt, an ABM Strategist. He interviews Meredith Fuller, Managing Director of Buying Engagement at Quarry.

Quarry is a B2B agency, that was, once again, named to the top 10 US B2B marketing agencies. And to top that, they were the only one singled out as specialists in ABM.

Meredith unpacks:

• How intent data can go one layer deeper than traditional analytics
• How behavioral data builds on predictive analytics
• The difference between table-stakes personalization and depersonalization

Jill Rowley has been exceptionally vulnerable on social media about her work/life balance.

Work is her great passion in life, and her career has taken a high percentage of her time and energy. But now, stepping into a new space as a Partner at Stage 2 Capital, she’s working on changing her lifestyle to achieve more balance in her life.

One major way she’s doing it is becoming allergic to the word “hustle,” the idea of the never-stopping, never-slowing grind that can easily become an addiction for professionals.

She’s got an amazingly vulnerable story of how she’s learning what actually matters in life and work, and she was kind enough to share it on the podcast in an interview with guest host Carlos Hidalgo.

In the economic volatility of the pandemic, we talk a lot about businesses downsizing or even shutting down their operations and it’s easy to think things are hopeless. 

But what about the businesses who are seizing the opportunity to do big things…

Like launching the biggest software IPO in a decade? 

That’s exactly what Henry Schuck, CEO & Co-Founder at ZoomInfo, did. And his story is not just a beacon of hope when we need it most, it’s a how-to guide for taking a company from $0 to $360 million. 

Trish Bertuzzi with Bridge Group, Inc. discusses why account types matters and techniques to make the most out of your account-based marketing strategy.

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Most people do not learn personal finance or investing in school. Why is this a problem? Because, you spend your whole life working to bring in money, but then once you have it, what do you do with it? Do you spend it faster than it comes in? Do you dig a hole and bury it in the ground for safekeeping? Hopefully not. Let’s look at finances this way.

If you are running a marathon or training for a marathon, you have to have discipline. You have to learn the skills over time. You don’t become the best marathon runner overnight. So what are the steps necessary to become the best that you can be, and becoming the most financially fit that you can be?

Bob Stammers, Investor Education at CFA Institute, recently revealed 7 steps to financial fitness which really break down some complex ideas about money management in order to help you become more fit with your pocketbook. He also ties these 7 core ideas back to marketing, and how a marketer should look at their company’s money as their own.

P.S. Speaking of finance, you still have a few days to get our BOGO deal for the #FlipMyFunnel Conference. Just type in the promo code "BOGO" when buying your tickets! Get your tickets here: bit.ly/2MKBf7B

We all have to have faith that we will get through the pandemic to keep our sanity and to come out on the other side stronger. 

In the mean-time, as leaders, we need to expertly with our employees.

And for some leaders, faith and communication already go hand-in-hand

In this episode, I speak with Ginger Herring, CEO at 1st Franklin Financial Corporation, about how her faith-based leadership is helping her team through this crisis and beyond.

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Join me for weekly special LinkedInLive sessions where I interview your favorite guests like Pat Lencioni, Seth Godin, Whitney Johnson, and Kim Scott — LIVE.

Here's the one-click invite: https://evt.mx/mSGV4Ka8

 

How far back was the funnel invented? Go ahead, give your best guess. 1920s? 30s? 2000? What’s the answer?

Give up? 

The funnel has been around since the 1890s. Which means that the way that we think about the funnel hopefully has changed in the 100+ years it's been around. But for a lot of organizations, they’re still looking at the funnel in the same tired way. 

Shove as much as you can in the top and hope that you get some good stuff at the bottom. 

Tiffani Bova, Customer Growth and Innovation Evangelist at Salesforce, was on the show recently to talk about her new book GrowthIQ, and why she can’t stand the funnel in the first place.

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P.S. - 

We've released a book!  Check it out: ABM is B2B.
And the best part, profits benefit New Story Charity!

How could something as low-tech as direct mail possibly be effective in the digital age?

Sudhir Kumar, Marketing Director at BPI ROK, wrote a great article on the subject, and we took a lot away from it.

This week was a big week for the book — the kind where everything just clicked.

But that didn’t happen by accident…

If you want to get things done, time block.

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.

In honor of releasing our 100th episode, we’re taking the time to look back at some of our favorite episodes from the past few months! We’re starting with our 6th episode from Matt Heinz who will be speaking at the #FlipMyFunnel Conference in Boston on August 8th.

Enter promo code: 100PODCAST for $100 off any conference ticket. Check out the link to register here: http://bit.ly/2kbNw95

In a past talk, Matt shared eight keys to integrate account-based marketing with your sales team’s existing target account program.  That’s you, as a marketer, fitting into their plans—not the other way around. Studies show that the more integration marketing and sales have with each other, the higher percentage of revenue goals they achieve.

But it all has to start somewhere.  Matt believes you need to make the sales team an early partner and collaborator.   More than that, you need to make them the leader and build from their methods.

Check out Episode 101 for Matt’s full talk!

Two weeks ago, Jim Tocci and Brad Wilkerson talked about what makes for a successful SDR.

Today, they talk about what makes for a successful AE.

The two, it turns out, are not that much alike.

In this one, Sangram does a book review of Communicating for a Changeby Andy Stanley and Lane Jones.

In the early stages of company growth, it might feel like your attention is being pulled in a million different directions; but don’t let that distract you from the benefit that a few great customers can give during pre-launch. 

We speak with Jonathan Gandolf, Co-Founder & CEO of The Juice, about his experience in the early days at The Juice and just how valuable customer relationships really are to the success of the business. 

Jonathan covers:

• Discussing founder-led sales
• Customer confidence & expectations
• Passing the torch on customer relationships

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

There are important processes that every go-to-market leader should have in place to know they’re on the right track.

Do you know what they are?

In this episode, co-authors Sangram and Bryan are breaking down the “V” in the “MOVE” framework–velocity–and how organization can use the enablement ramping to scale their business effectively, no matter what stage they’re in.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• The importance of velocity
• How GTM leaders can know when (and how) to scale
• How to create “enablement ramps” that will ensure successful scaling

You’ve probably heard this phrase before:

What gets measured gets done.

Well, sometimes the reverse is true.

And if it is for you, it might be killing your ROI.

So says Chris Walker, CEO at Refine Labs. He joined us today to talk about why shifting your marketing investment from performance to brand is the smart move.

Is the problem that your company is looking to solve big enough?

Many companies spend too much time thinking about whether or not they have product/market fit and not enough time on whether or not they have a problem/market fit.  If you are going to be a category leader in an industry you need to be singularly focused on solving a problem, not just building a product.

Another requirement for category leadership is a rock solid culture. At Terminus, the fuel to our fire is in our two company values:

1. One Team Mindset
2. Keys to the Ferrari

These are two sides of the same coin.  One Team means we are all focused around a singular goal and our employees feel comfortable with the crew around them.  Keys to the Ferrari means our employees also feel empowered to change the world with one idea. There is a healthy tension between these two poles, allowing us to be unified and ambitious at the same time.

Tim Kopp, a Venture Investor at Hyde Park Venture Partners, sat down with Sangram in Indianapolis to talk about life as a industry leader.  Solving problems and building culture are a lot easier discussed than executed, but they are two keys to winning in the long run!

What was it like at Mount Sinai Health System in New York in early 2020? The leadership decisions directly affected the patients, staff, first responders, and public who were fighting against COVID-19 before we even had a way to test for it.

Nobody argues this point anymore: Emergency management for health systems is of the highest importance. 

In this takeover episode, Ted Weyn, host of the Heroes of Healthcare podcast, talks with Dr. Marc Napp, SVP & Chief Medical Officer at Memorial Healthcare System, about his experience leading emergency management as SVP & Deputy Chief Medical Officer at Mount Sinai Health System during 2020.

They discuss:

• Building emergency management capabilities
• Realizing COVID was indeed a crisis
• A few components of emergency management
• The second wave of emergency response: social responsibility

Meg Zelman is one of our rockstars at Terminus.

As a new mom, Meg has a lot on her plate. She likes to think of everything on her to-do list as either a glass ball or a rubber ball.

Glass balls will break if they’re dropped. Rubber balls will bounce for a little while.

At the end of the day, far more things are rubber balls than glass ones. Give yourself some grace once in a while.

On this takeover episode, guest host David Lewis talks with Joe Paone about the demand gen strategy he's built at Splunk. From planning and budgeting to execution, Joe shares how he kept his demand gen efforts running like a well-oiled machine.

One of the big challenges that I get asked about all the time is, how do I enable my internal teams to do ABM?

Well, I recently stumbled upon a couple of folks who are doing this really well. I thought it would be great to invite them on the show to talk about this topic. So, on our most recent episode of the #FlipMyFunnel podcast, I interviewed Jordan Fanelli and Cassie Sperber, the enablement experts. Jordan and Cassie are both Account Based Marketing Associate at iCIMS. 

In this episode, you’ll learn about their experience with enablement — what’s worked well and how they’ve overcome common roadblocks to success. 

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Join me for weekly special LinkedInLive sessions where I interview your favorite guests like Pat Lencioni, Seth Godin, Whitney Johnson, and Kim Scott — LIVE.

Here's the one-click invite: https://evt.mx/mSGV4Ka8

You’ve probably heard this phrase before: What gets measured gets done.

Well, sometimes the reverse is true. 

And if it is for you, it might be killing your ROI.

So says Chris Walker, CEO at Refine Labs. In our takeover episode with hosts with Yaagneshwaran Ganesh and Manish Nepal, the three join together today to talk about why shifting your marketing investment from performance to brand is the smart move.

What we talked about:

• Why brand beats performance
• The unmeasurables that provide real ROI
• How to kill it with content

Are you ready to live the life of your dreams?

 

You have to be ready to make a hard choice and gamble on the unknown. 

 

That’s my life lesson from today’s Big Idea.

 

It is a quote from Oprah: “You can have everything in life but not all at once.”

 

You need to see where this quote has taken me as it weaves in and out of the choices I’ve made in my life.

 

On paper, two of these choices were dumb, idiotic and very risky. Did they pay off?

 

Listen to the podcast and decide if this approach will work for you too.

 

Try it and let me know your results.

Since the onset of the COVID-19 pandemic, customer support has been more important than ever to company success. Even still, many companies struggle to move away from traditional thinking that may limit growth.

Samir Kumar Sah, host of The Experience Business podcast, is joined by Rajesh Srinivasan, a marketing leader and business growth consultant, for this episode of the Takeover Series to discuss the challenges of customer support and insight on how to improve:

• How to Stop Thinking Traditionally about Customer Service
• The Best Practices for Customer Retention
• Streamlining Customer Support
• Employee Empathy and Feedback

To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform. 

Click here to listen to The Experience Business podcast.

ABM is all about marketing, right? I mean, it’s in the name — account-based marketing.

But ABM is more than that. Done right, it should be something that spans your whole organization.

That’s where ABM 360 steps in. 

In this episode taken from B2BSMX, Alex Symos, Darryl Praill and Anamika Gupta make up an expert panel to dissect the secrets of ABM 360. Whether you’re a seasoned veteran of ABM or a new recruit, you’ll want to hear what they have to say.

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.

Everyone gets their start somewhere, but very few end up making it to the CEO level.

 

Even fewer climb that far up the ladder at the very company that gave them their first job.

 

But that’s exactly what today’s guest managed.

Kalpit Jain is CEO of Netcore, a position he grew into after initially being hired as a programmer, and he came on today to share his amazing journey. 

What is so remarkable about Kalpit is he advanced so far while uplifting those around him. 

When he saw people performing better in the roles he was in, instead of getting jealous or tearing them down, he saw it as an opportunity to find a way he could provide more value to the company.

And he did something bigger and better every time.

Here’s what we’re unpacking today:

• How something as simple as a schoolyard argument can change your life’s trajectory
• How a willingness to try new things leads to opportunity
• How a good leader uplifts their team (and a good team supports its leader)

This post is based on a podcast with Kalpit Jain. If you’d like to listen to the full episode, you can check it out here and below.

What’s your biggest fear?

If you’re anything like the rest of the world, public speaking is probably one of your top three. But what if that was one thing holding you back from taking your business to the next level? Would you do something about it? Would you finally lead the staff meeting, write that book or say yes to that speaking engagement?

Joe Yazbeck wrote No Fear Speaking to help leaders get over this common fear. As a leadership and public speaking trainer, he helps people master the art of effective communication--in public. He also coined the term leadership-quality communications while writing his book. A practice he now travels the world teaching on because he deeply believes you can’t become an effective leader if you're not a confident, dynamic communicator.

On this episode, we talk about how any personality style can become a better communicator, how to build your influence, and so much more.

We did something a little different on this episode. It’s not about ABM, or sales, or marketing, or even B2B.

This episode is about parenting. (But if you don’t have kids, don’t worry — we still found plenty of ways to relate parenting to leadership within a business setting.)

Our guest Mark Greene joined us to talk about his book, The Relational Book for Parenting. In it, Mark explores the power of relationships, and the power between relationships.

He shows us how to truly listen. Whether you’re a parent, or a business leader, you don’t want to miss this powerful episode.

SEO has changed a lot over the last decade. 

Gone are the days when shenanigans like keyword stuffing were the only way to rank on Google.

Now, for the most part, all SEO and content strategies center on one fact: 

The most engaging content wins.

In this takeover episode, Barb Mosher Zinck speaks with Ken Mafli, Account Based Marketing Manager at Foundry, to learn how to create such content and ensure you’re constantly ranking top in any search. 

How well do you know your customer experience? 

Have any of your friends, family, neighbors, enemies or old middle school teachers ever tried to buy your product? Where were the sticking points?

If you don’t know, you should. If you want to be as successful as Amazon, you need a frictionless customer experience.

So says Steve Anderson, Author of “The Bezos Letters,” who came on the show today to go some of the 14 principles for Amazon’s success he uncovered going through Bezos’ letters to shareholders.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

Your org is growing. Time to hire the perfect CMO.

But that person doesn’t exist.

At least not the way you think.

You’re probably thinking of a CMO who can ...

Build company culture
Strategize
Create rapid, explosive growth
Speak tech, and translate it
Market your product(s) to consumers
Develop your brand

… Sure. But you’re looking for a unicorn, said our latest interview guest Tim Kopp, managing partner at Hyde Park Venture Partners.

Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange

In this session, Jake Dunlap will discuss the emerging trend of shifting your sales process to a more buyer-focused model. In addition, you’ll learn why sales and marketing alignment from a KPI standpoint is crucial to scaling your business.

It’s easier than ever to build a pipeline acceleration campaign, providing you have the right tools and team members in place. In this special FlipMyFunnel, One Hero episode, we sat down with Justin Keller, VP of Marketing at Sigstr to discuss how his latest campaign won the best pipeline acceleration award.

A successful ABM campaign is tough. Doing it at scale is even tougher. So we thought we’d talk to someone who has quite literally won an award for her ABM campaign at scale. Heidi Vandermeer talks about what it takes to run an ABM campaign at scale, and how her company did it. 

There is a myth out there that influencers are only useful for B2C.

Today, we’re going to set the record straight.

Influencers are more important than ever in B2B — and you can start taking advantage of their help today.

In this Takeover episode, host Casey Cheshire speaks with Neal Schaffer, CEO & Principal Social Media Strategy Consultant at NealSchaffer.com, about how B2B companies can leverage influencer marketing.

On Office Hours we talk about all things marketing, sales, and customer success.

I’m doing office hours on LinkedIn Live every Friday, or you can catch the recording right here!

Do you need MQL, SQL when you are actually trying to be an #accountbased organization?

Join the FlipMyFunnel Community group for more information, a pre-order link, and exciting giveaways: https://lnkd.in/e63TC4J

What one area in B2B Marketing should you focus on for the greatest impact, that by focusing on in it for the next 6 months, your win rate will double?

Meet Daniel Oxenburgh. He’s the Co-Founder & Managing Director at Ox Consulting, who’s one focus is to help tech companies strike a balance between foundation & growth using ABM.

Most people’s immediate hunch when switching to ABM is to run a demand generation campaign and go from there. But that won’t have the greatest impact; pipeline acceleration will!

“Work back from your customer. Figure out what ABM campaign / tactic to start with and just start there,” said Daniel, “Start hyper focusing on solving that one challenge.”

The idea of ABM is really about alignment. It's about focusing. It's about concentrating on the group of accounts that are going to provide the highest value to your business. To flesh out the concept of ABM, we brought Renny Fidlon and Sarah McGlinchey from Optymyze to discuss the pillars of ABM success.

These days, it’s no secret that most people hop around multiple jobs in their careers. Gone are the days of having any expectation to retire from the same company you started at. 

So, going from intern to VP is almost unheard of in the modern working world. 

But my guest today, Melinda Sung, spent about a decade doing exactly that. 

After finishing the marketing classes for her major early and needing to fill up some class time, Melinda decided to take some finance classes, which led to an internship.

And now she’s a VP.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

Happy employees will go the extra mile to serve their customers because they feel valued, respected, and cared for by their organization.

One of the best ways to show both employees and customers that they’re valued is to listen to them. Each group has something to teach the other, and a company becomes stronger when they listen to the people they serve and share that information between themselves.

Make regular opportunities to understand what your customers and employees want and need and communicate with both groups:

• Launch a “customer in the office program.” 
• Tell customers’ stories as part of your weekly company update.
• Have different members on the team share a customer win (not just sales).
• Create an “In the customer’s office” program, the reverse of the “Customer in the office” program.

Most people are aware of Quora. As a marketer, though, I bet it’s not on your top ten list of things to do this year. And why should you? You have a blog and are active on Linkedin. What value could Quora bring that you don’t already have through a different channel?

JD Prater, Head of Marketing at Osmos, discusses Quora and how it’s providing high intent value to their audience. When someone is on Facebook or Twitter, they might just be scrolling through. When they go onto Quora, they’re bringing a specific question.  

JD covers:

• Being an evangelist at Quora & measuring success
• Explaining the value of Quora for marketing & sales
• How to organize good content 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

What did 2020 teach you? 

In this episode, I have a number of CMOs joining me live to share their biggest lessons from the year that was, as we look ahead into 2021. 

If a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community

We’ve all been given a second chance at some point in our lives. But, workplaces aren’t always so forgiving. Televerde is looking to change that — attracting, training, and developing previously incarcerated women for the workforce. 

Deanna Ransom, Head Of Global Marketing at Senzing, Inc., discusses how Televerde is helping give women cutting-edge work experience and why more companies should emulate the strategy.

What you’ll hear:

• Televerde’s training & employment strategy explained
• Removing the stigma of incarceration
• Creating diversity in the workforce
• Using marketing to create brand authenticity

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

We’ve all had to deliver a speech sometime in our lives; and, over time, the more we publicly speak, the better we get. But, once we step down from the stage, that confidence doesn’t always stick around. How, then, do we build that confidence to deliver a brand message?

We speak with Monique Russell, Training & Communication Consultant | Leadership & Relationship Development Coach at Clear Communication Solutions, LLC, about how confidence in communication is an internal struggle rather than something improved upon behind a podium. 

Monique covers:

• A communication myth & understanding validation
• Mistakes to avoid with communication
• Next steps for the audience to find their voice

Check out this additional resource mentioned in the episode:

• The Success Principles by Jack Canfield

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.