The Transaction

In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with John Henry Schurk, a strategic marketing expert with a knack for bold, game-changing moves. Together, they dive into the evolving landscape of content marketing and the importance of taking risks for big wins. John shares his insights on why dipping your toes in the water just won't cut it anymore and how significant investments and bold strategies lead to remarkable results.Takeaways:Small, iterative approaches often lead to mediocrity; bold moves yield bold results.Companies must have a unique and meaningful voice in a saturated market.Building an owned audience is crucial for long-term success, rather than relying on rented channels.Time to value and scannability are essential for effective content today.Strategic risk-taking in content creation can lead to significant wins.Chapters:00:00 Introduction02:00 Welcoming John Henry Schurk05:00 Importance of Bold Moves in Marketing15:30 Unique and Meaningful Content in a Saturated Market25:00 Building and Leveraging an Owned Audience35:00 Time to Value and Scannability in Content45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final ThoughtsQuote of the Show:“Bold moves get bold results. Safe bets lead to mediocrity.” - John Henry SchurkSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.comConnect with John Henry Schurk:LinkedIn: John Henry SchurkShoutouts:Eric Ries: The Lean StartupGremlin: Chaos Monkey GuideFonoa: International Tax GuidesAdam Robinson: RTBApollo: Apollo AcademyAudience Plus: Audience PlusPhrases Minted in this Episode:"Bold Moves Get Bold Results""Time to Value and Scannability""Go Big or Go Home Approach"Follow the Show:Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune In:Spotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

In this insightful episode of The Transaction, Craig Rosenberg and Matt Amundsen are joined by Matt Dixon, renowned author and sales expert, to delve into the complexities of sales indecision. Matt Dixon shares profound insights from his book, The Jolt Effect, and discusses the significant challenges salespeople face today. He breaks down his innovative strategies for overcoming customer indecision, offering practical advice on how to navigate the nuanced sales landscape. Tune in for a masterclass on modern sales techniques and learn how to convert hesitation into confident decision-making.Takeaways:Salespeople must move beyond endless needs diagnosis and offer clear recommendations to guide customer decisions.Establishing trust through transparency about product limitations can build credibility and reduce indecision.High performers choreograph expert involvement to maintain their position as trusted advisors.Chapters:00:00 - Introduction and Anecdote: LinkedIn Encounter05:45 - Meet Matt Dixon: Sales Strategy Guru08:30 - The Jolt Effect: Addressing Sales Indecision14:20 - Choice Overload: Guiding Customer Decisions20:15 - Information Overload: Building Trust and Demonstrating Expertise28:40 - Outcome Uncertainty: Ensuring Value and Building Confidence36:50 - Applying the JOLT Methodology: Real-World Examples45:15 - Q&A: Handling Indecision in Sales Conversations52:30 - Final Thoughts and TakeawaysQuote of the Show:“If you want your customers to trust you as their expert, you have to be ruthlessly transparent about what you can and can't do.” - Matt DixonSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at Ringmaster.Connect with Matt Dixon:LinkedIn: Matt DixonThe Jolt Effect: https://www.jolteffect.com/Shoutouts:Pavilion: Pavilion WebsiteEPSTA: EPSTA WebsiteBrent Adamson: Sensemaking for Sales ArticlePhrases Minted in this Episode:"The Smartness Arms Race""Ruthless Transparency"Follow the Show:Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The TransactionSubstack: The Transaction SubstackWays to Tune In:SpotifyApple PodcastsYouTube

As a GTM leader, you’re probably working every day to improve your playbook and you’re not alone. If improving your sales motions is a serious priority, you should probably check out this episode. Doug Landis is the CEO of DL Advisory and both a renowned sales professional and storyteller. Doug joins Co-Hosts Craig Rosenberg and Matt Amundson for a B2B sales and messaging masterclass, including an explainer of his Hypothesis Selling methodology. Doug dives into why outbound sales motions have become so ineffective, the value of verticalization in competitive markets, and how much of an impact the "Thought-Leadershipization" of your Executive Team can have on your win rate. Also, Craig is locked in a life-or-death struggle against the internet and Matt shares his personal insights on Nick Mehta and Doug’s fashion choices.Takeaways:Outbound sales reps need to earn the right to have a conversation with buyers before they share more about who they are and what they do. Sellers need to show buyers that they know them and understand the problems they’re facing, more so than the product solutions and features the buyer thinks they need.The core idea of Hypothesis Selling is for sellers to communicate that they understand the problems a buyer is facing by providing them with a hunch or a hypothesis of what the seller thinks the buyer’s world might be like.Chapters:00:00 Triassic Tattoos02:44 Introducing Doug Landis: A Beacon of Sales Wisdom05:36 How has the GTM Playbook Changed in the Past 4 years11:34 The Art of Outbound: Rethinking Sales Strategies25:16 Unlocking the Secrets of Killer Products26:16 Survival Tips for Inferior Products27:37 The Art of Execution: From Market Demand to Customer Conversations34:24 The Impact of the "Thought-Leadershipization" of your Executive Team41:49 Who’s the Best-dressed in B2B?Quote of the Show:“If you're going to earn the right to actually share more about who you are and what you do, then you've got to build that.” - Doug LandisSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Doug Landis:LinkedIn: https://www.linkedin.com/in/douglandis/ DL Advisory Website: https://www.douglandis.com/ Shoutouts:Maria Pergolino: https://www.linkedin.com/in/mariapergolino/ Arc'teryx logo tattoo: https://www.tiktok.com/@kjadeg/video/7337453935013252394 Arc'teryx response: https://www.tiktok.com/@kjadeg/video/7345316691762711851 Lavender: https://www.lavender.ai/ Norwest Ventures: https://www.nvp.com/ Doug’s post about Norwest Ventures report: https://www.linkedin.com/posts/douglandis_kudos-to-norwest-venture-partners-for-this-activity-7179189994635370496-LULM?utm_source=share&utm_medium=member_desktopKyle Coleman: https://www.linkedin.com/in/kyletcoleman/ Copy.ai: https://www.copy.ai/ Infor: https://www.infor.com/ Chris Ball: https://www.linkedin.com/in/chris-ball-010/ Veeva: https://www.veeva.com/ Peter Gassner: https://www.linkedin.com/in/pgassner/ Nick Mehta: https://www.linkedin.com/in/nickmehta/ Gainsight: https://www.gainsight.com/ Amy Chang: https://www.linkedin.com/in/changamy/ John Barrows: https://www.linkedin.com/in/johnbarrows/ John Barrows’ episode of The Transaction: https://thetransaction.substack.com/p/augmenting-automating-the-transaction Robert Koehler: https://www.linkedin.com/in/rkoehler/ Brandon O’Sullivan: https://www.linkedin.com/in/tailwindsales/ Phrases Minted in this episode: The Honest, Truthful, Ideal Customer Profile"Thought-Leadershipization" of the Executive TeamFollow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Please welcome a phenomenal sales thought leader that is bringing some much-needed fresh ideas to the world of B2B sales. Ashley Welch is the Co-Founder of Somersault Innovation and the author of Naked Sales. Ashley joins hosts Craig Rosenberg and Matt Amundson to discuss the core idea of “Selling by Design”, how to craft a collaborative co-creating process with your buyers, and why you need to know how to navigate your customer’s customer map.Also, Craig gives an update on his son’s Instagram followers and Matt takes a sip of something scrumptious. Takeaways:Prioritize curiosity in customer interactions. Understanding the customer's needs, fears, and motivations through genuine inquiry can build stronger, trust-based relationships and uncover deeper insights into how to meet their needs effectively.Shift from presenting solutions to co-creating them with customers. This approach not only makes the solution more tailored and relevant but also builds a sense of ownership and partnership with the customer, leading to higher engagement and satisfaction.Push for a deeper understanding of the customer's broader ecosystem, including their end-users and other stakeholders. This comprehensive perspective can inform a more strategic and impactful solution that addresses wider organizational goals and challenges.Foster a mindset of innovation and creative problem-solving within the team by adopting principles of design-thinking. Encourage them to always start with the customer perspective and iterate solutions based on feedback and changing requirements.Chapters:00:00 - BRIEF Final Four Recap from Junior  Sports Correspondent, Craig Rosenberg02:53 - Introducing Ashley Welch! 05:17 - Drink Break05:29 - Does Expertise Trump Curiosity in Sales?15:29 - Putting Yourself In The Customers' Shoes22:12 - Deep-dive into Design Thinking in Sales40:38 - Get More Creative With Your Discovery Process43:53 - Creating Your Customer’s Customer Map53:11 - 4 Doorways to Deeper Discussions with ProspectsQuote of the Show:“At the end of the day, I think everybody just wants to feel loved and listened to. That is your job as a seller. Love them, listen to them.” - Ashley WelchSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Guest LinkedIn: https://www.linkedin.com/in/awelch1/ Guest Website: https://www.somersaultinnovation.com/ Naked Sales: https://a.co/d/bZtDydk Shoutouts:John Barrows: https://www.linkedin.com/in/johnbarrows/ Doug Landis: https://www.linkedin.com/in/douglandis/ Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Our special guest today is a three-time CMO and seasoned veteran in the customer experience and SalesTech world who offers CX and sales software companies a wealth of expertise that he has accumulated over several decades. Nicolas de Kouchkovsky is a Fractional Chief Marketing Officer & Industry Analyst at CaCube Consulting. Nicolas joins Hosts Craig Rosenberg and Matt Amundson to discuss the transition from traditional methods to Signal-based Selling and the urgent need for precision and relevance in outbound sales efforts. They also dive into the critical role of modern data architectures, such as cloud data warehouses, in enabling efficient and effective sales strategies, stressing the importance of moving beyond CRM as the system of record to embrace more flexible, data-rich platforms.Also, Craig makes a re-introduction and Matt sets the record for the number of times a person has said data warehouse on a podcast. Takeaways:The transition towards signal-based selling highlights the need for marketers to adapt to advanced methods of identifying and engaging with potential customers. The ability to harness and interpret signals can significantly improve targeting and personalization.Precise market segmentation and pinpointing the Ideal Customer Profile (ICP) are more crucial than ever. Generic approaches are no longer effective. Teams should invest time in deeply understanding their target segments to tailor messages and offers accordingly.Crafting and communicating a clear, compelling value proposition is essential. Vague statements about benefits can undermine trust. Marketers must articulate how their products or services address specific customer needs and pain points.Chapters:00:59 Reintroducing Nicolas De Kouchkovsky02:34 Understanding Signal-based Selling11:57 The CRM As The System of Record27:23 Automation and Precision: The Future of Outbound34:41 The Lost Art of Segmentation44:11 AI’s Role is to Assist the Seller49:11 Get Rid of Mushy MessagingQuote of the Show:“If you start a business right now, your data should be the foundation and it will be your mid to long-term sustainable differentiator against any legacy business” - Nicolas de KouchkovskySponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Nicolas:LinkedIn: https://www.linkedin.com/in/nicolask3/ CaCube Consulting Website: https://www.cacubeconsulting.com/ Shoutouts:Scott Brinker: https://www.linkedin.com/in/sjbrinker/Fivetran: https://www.fivetran.com/Airbyte: https://airbyte.com/Clay: https://www.my-clay.com/6Sense: https://6sense.com/Demandbase: https://www.demandbase.com/Madkudu: https://www.madkudu.com/Bombora: https://bombora.com/Regie.ai: https://www.regie.ai/Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

To help you wrap your head around the rapidly evolving technological landscape as a revenue leader, we have a very special guest today. Mary Shea is the former Principal Analyst at Forrester and is currently advising and coaching multiple high-growth companies. Mary joins Hosts Craig Rosenberg and Matt Amundson to discuss the technology-enabled future of B2B sales organizations, which stages of the funnel should be automated first, and understanding “Signal-based Selling.”Also, Craig relishes getting a great compliment and Matt is put on the hot seat for one of his takes on B2B sales.  Takeaways:Investing in sales training and enablement is vital, both internally and via third parties. This focus on upskilling is critical during times of change, especially as enablement professionals are among the first to be let go when budgets are tight. Consistent investment in enablement is key to maintaining a high-performing sales team.Look beyond point solutions to vendors who offer comprehensive support for the sales cycle. Try to work with vendors who possess an exciting vision for the future, particularly those who incorporate embedded and generative AI into their offerings, allowing for a more consolidated and efficient tech stack.Focus on insights over mere data to improve buyer-seller interactions. It’s much more important to extract meaningful insights from data, than just collect data for its own sake. The term 'Signal-based Selling' highlights the need for sales and marketing professionals to focus on actionable insights that drive meaningful engagements with prospects and customers.Chapters:00:00 - Craig is called a “Living Legend”01:23 - Introducing special guest Mary Shea03:30 - The Agile, Tech-Enabled Salesforce10:51 - Are Smaller Sales Teams the Future?13:12 - Can You Scale Back on SDRs & Sell More?17:41 - How Sales Leaders should Think about Automation Today 21:19 - Is Greater Specialization in Sales the Solution?29:18 - The Emerging SE Tech Stack34:05 - Embracing Gen AI in the Enterprise44:51 - Understanding Signal-Based SellingQuote of the Show:“If I’m a revenue leader …  I need to think about technology as another arrow in my quiver.” - Mary SheaSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Mary:LinkedIn: https://www.linkedin.com/in/maryshea/ Shoutouts:Andy Hoar: https://www.linkedin.com/in/andyhoar/ Testbox: https://www.testbox.com/ Outreach: https://www.outreach.io/ Gong: https://www.gong.io/ Salesloft: https://www.salesloft.com/ Apollo: https://www.apollo.io/ Drift, a Salesloft Company: https://www.drift.com/ Seismic: https://seismic.com/ Mediafly: https://www.mediafly.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Joining Craig Rosenberg and Matt Amundson in Episode 5 is special guest Chris Orlob, the Co-Founder & CEO of pclub.io. Many of you probably know about Chris or his awesome work early on at Gong which helped the company reach hockey stick level growth. Chris shares his “unqualified” thoughts on when to gate content, how to get deals done on demo calls, and what prime sales prospecting outreach should look and feel like.Also, Craig compares himself to a cartoon image on a coffee mug and Matt mixes up two timeless classic holiday films. Takeaways:Some of the best prospecting messages don't even like talk about the product, its benefits, or your company. For example, a good prospecting email could be: [A very well articulated grasp of the challenges they're probably going through] and we've been able to help a bunch of other companies solve this. Is this challenge worth a live chat?“It's not multi threading, it's single threading with multiple people.”Chapters:00:00 - Comparing Craig’s Mug to Craig’s Mug07:24 - Customer at the Gates: Dodging the Ungated Content Dogma14:30 - Mastering Multi-Threading in B2B Sales28:16 - Demystifying the Sales Deck31:24 - Crafting the Perfect Prospecting Email37:06 - When to Demo & How to Run That Call48:00 - Negotiations: What Happens when there’s now Win-Win?Quote of the Show:“I'm like the world's least qualified marketer of all time, but I still have strong opinions about it.” - Chris OrlobSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Chris Orlob:LinkedIn: https://www.linkedin.com/in/chrisorlob/ pclub.io Website: https://www.pclub.io/ Twitter: https://twitter.com/Chris_Orlob Shoutouts:Kelly Wright: https://www.linkedin.com/in/kellybreslinwright/ Kelly Wright’s Episode of The Transaction: https://thetransaction.substack.com/p/people-people-people-kelly-wright?r=3iae7z Krysten Conner: https://www.linkedin.com/in/krystenconner/ Ted Purcell: https://www.linkedin.com/in/tedpurcell/ Ted Purcell’s Podcast Episode: https://www.gtmunfiltered.com/episodes/building-trust-through-grit-based-authenticity-ted-purcell-gtm-unfiltered-episode-006 Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Joining Hosts Craig Rosenberg and Matt Amundson is John Barrows, the CEO of JB Sales and Author of I Want To Be In Sales When I Grow Up. John outlines what led to the current poor performance amongst sales reps and what leaders can do about it to increase performance today and in the long run. They also get into why buyers dread demos, whether marketers should control all of the messaging from sales, and how smart sellers will approach incorporating AI into their workflows.Also, Craig tells a story about sending around a slide deck and Matt showcases the latest improvement to the production value of the show: the Clapper.Takeaways:Sales success is more achievable through repeatable processes than through unreliable shortcuts.Encourage personalized and relevant outreach: Teach sales reps to conduct thorough research before outreach, making every interaction as relevant and personalized as possible.Highlight the importance of business understanding: Sales reps must develop a deeper grasp of the customer's business landscape, priorities, and challenges for more effective positioning of solutions.Use AI to augment human efforts in sales, especially for research and personalization, but don’t try to automate humans out of the process. Augmenting > AutomatingChapters:00:00 - Matt Applauds Today’s Guest02:59 - The Golden Age of Sales and Its Pitfalls10:38 - The Role of Hard Work in Sales Success22:56 - Fixing The Crisis in Sales31:32 - Applying Design Thinking to Sales36:59 - Demystifying the Dreaded Demo44:29 - The Impact of Research and Preparation47:24 - The Role of Experience and Empathy in Sales51:37 - Addressing the Generational Shift in Sales PracticesQuote of the Show:“The quantity game is over” - John BarrowsSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with John Barrows:LinkedIn: https://www.linkedin.com/in/johnbarrows/ Website: https://www.jbarrows.com/ Sell Better Website: https://sellbetter.xyz/ I Want To Be In Sales When I Grow Up: https://www.iwanttobeinsaleswhenigrowup.com/ Shoutouts:Sam Jacobs: https://www.linkedin.com/in/samfjacobs/ Ashley Welch: https://www.linkedin.com/in/awelch1/ Naked Sales: https://a.co/d/1oJjOc2 Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/ Dan Waldschmidt: https://www.linkedin.com/in/danielwaldschmidt/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Today’s episode is a real treat because we have multiple amazing guests joining Craig Rosenberg and Matt Amundson for a deep dive into the state of MarTech today and how to think about generative AI within the larger AI conversation. Scott Brinker & Esteban Kolsky are two of the foremost thinkers and analysts in the B2B world and are here together to volley high-value concepts and insights. Scott, Esteban, and Craig dissect the challenges and potentials of generative AI (Gen AI), the proliferation of MarTech vendors, and the critical need for democratized data in use versus data in storage.Also, Matt shares why he thinks Mr. and Mrs. Smith has the best season finale in tv history and Craig examines his use of the word “gangster”.Takeaways:Build software solutions with integration in mind. Data in storage is vastly different from data in use. The value of data comes not just from collecting it but from actively applying it to solve problems and guide decisions. Make your data actionable.Chapters:00:00 - Quick Recap of True Detective and What Craig Learned10:07 - Introducing the Dynamic Duo: Scott Brinker & Esteban Kolsky14:17 - The Trouble with Defining the Value of Marketing Properly21:57 - Comparing Marketers’ Relationship to  MarTech and Marketing Agencies28:54 - Barriers to Entry for SaaS Vendors Have Dropped Drastically37:57 - A Surprisingly Apt Football Analogy for Thinking About AI & Vendors45:27 - How Generative AI is Democratizing Access to Data56:37 - Liquid Death Auctioning Off Ad Space on EbayQuote of the Show:“You need to treat integration as a first-class capability because if people can't integrate this stuff with the rest of their stack, they're not going get the value out of you.” - Scott Brinker“Once you understand that computers make based on one and zeros that are stored, the world is a lot simpler to go through. Then it's just go play poker.” - Esteban KolskySponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Scott Brinker:LinkedIn: https://www.linkedin.com/in/sjbrinker/ Twitter: https://twitter.com/chiefmartec Chief Martec Website: https://chiefmartec.com/ HubSpot Website: https://www.hubspot.com/ Martech for 2024 Report: https://martechmap.typeform.com/martechfor2024Connect with Esteban Kolsky:LinkedIn: https://www.linkedin.com/in/estebankolsky/ Shoutouts:Paul Greenberg: https://www.linkedin.com/in/pgreenbe/ Mike Fauscette: https://www.linkedin.com/in/mfauscette/ Brent Leary: https://www.linkedin.com/in/brentleary/ Brian Vellmure: https://www.linkedin.com/in/brianvellmure/Maria Pergolino: https://www.linkedin.com/in/mariapergolino/Kipp Bodnar: https://www.linkedin.com/in/kippbodnar/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Welcome back to The Transaction! In our second episode, you’ll hear from a truly classic Founder who is full of marketing ideas that are disrupting the status quo of B2B marketing. Mac Reddin is the Founder and El Rey de Dinos at Commsor, the company behind both Matcha and Bronto. Mac joins co-hosts Craig Rosenberg and Matt Amundson to save go-to-market teams from the 99% of what they do that is wrong or misguided. Mac dives into his Vibe-First Marketing approach, how a few hundred chicken wings upended event marketing, and what it takes to inundate LinkedIn without spending a dime. Also, Craig complains about New York City winter weather and Matt divulges his European shoe size.Takeaways:Marketers shouldn’t judge an idea solely based on how measurable it is. The bar for a campaign working and being seen as creative and new is incredibly low in B2B. Come up with an idea that actually breaks through the noise of sameness from your competitors and then stick to it. Build strong relations with your customers, prospects, and audience by creating something they want to be a part of.When Founders are active on social and leading from the front, it allows people to connect closer with them and the company, making the marketing team’s (and everyone else’s) jobs much easier.Chapters:00:00 - Craig Complains about the Cold01:48 - Introducing Special Guest Mac Reddin!04:03 - What GTM Teams are Doing Wrong & Vibe-First Marketing09:05 - The Chicken Wing Example of a Vibe-First Marketing Approach16:39 - How Commsor’s Booth Compares to Traditional Event Marketing20:40 - Mac’s B2C Sources of Inspiration 24:49 - How to Create an Influencer Campaign to Conquer LinkedIn31:29 - The Impact of Consistently Building Strong Relationships In Your Market 34:46 - How B2B Marketers Should Think About Video Content38:22 - Founders That are Active on Social Media are a Secret Weapon43:46 - Being Intentional and Consistent with LinkedIn are KeyQuote of the Show:“When I think about marketing ideas and when our team thinks about them, we tend to think from a vibe-first mentality. We think more from the perspective of how are people going to feel about this?” - Mac ReddinSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Mac:LinkedIn: https://www.linkedin.com/in/mac-reddin/ Commsor Website: https://www.commsor.com/ Matcha.so Website: https://matcha.so/ Bronto Website: https://www.bronto.co/ YouTube: https://www.youtube.com/@Commsor/featured Shoutouts:Sam Guertin: https://www.linkedin.com/in/sam-guertin/ MSCHF: https://mschf.com/ Most viewed videos on YouTube: https://en.wikipedia.org/wiki/List_of_most-viewed_YouTube_videos Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Welcome to the first full episode of The Transaction! We’re kicking things off right with an amazing guest who is known for her time as President and COO of Gong, and as Executive Vice President, Sales at Tableau. Kelly Breslin Wright is now the Founder of Culture Driven Sales and an Adjunct professor at the University of Washington. Kelly joins Host Craig Rosenberg for a fantastic conversation about the shift from traditional sales methods towards a 'Culture Driven Sales' approach, how a company’s mission and values are crucial for internal alignment, and how companies can actually be data-driven in their decision-making processes.Chapters:00:00 - Welcome to the Show & Recapping Matt’s California Road Trip07:54 - Introducing Special Guest Kelly Wright11:36 - Most Company Leaders are NOT Aligned24:34 - People, People, People: The Core of Successful Companies33:32 - Simplifying Business: The Power of Keeping It Simple34:27 - The Impact of Culture on Sales and Customer Relationships35:54 - Navigating the Challenges of High Performers with Poor Cultural Fit39:16 - Embracing Data-Driven Strategies in Go-to-Market Teams49:39 - The Basis of Culture Driven SalesQuote of the Show:“Culture Driven Sales is about emotionally connecting with other human beings so that  you can understand what their need is and they're more likely to buy because you're actually speaking on a more emotional level than on a transactional, tactical level.” - Kelly WrightSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Kelly Wright:LinkedIn: https://www.linkedin.com/in/kellybreslinwright/ Culture Driven Sales Website: https://culturedrivensales.com/ University of Washington Foster School of Business Website: https://foster.uw.edu/faculty-research/directory/kelly-wright/ Shoutouts:Barbareño: https://www.barbareno.com/ Sam Guertin: https://www.linkedin.com/in/sam-guertin/ Casey Cheshire: https://www.linkedin.com/in/caseycheshire/ Lena Waters: https://www.linkedin.com/in/lenawaters/ Dannie Herzberg: https://www.linkedin.com/in/dannieherzberg/ Olivia Nottebohm: https://www.linkedin.com/in/olivia-nottebohm-7095b0/ Panel Mentioned by Craig: https://afterparty.gong.io/public/76/%23Celebrate-70ab8437/296a7c22 Words Coined This Episode:   Unactionable - Craig RosenbergFollow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Welcome to The Transaction! This is just a taste of what you can expect from the first four episodes of the show. First Episode drops 3/14Learn more at https://thetransactionpod.com/Follow The Show!Social Media:~LinkedIn: https://www.linkedin.com/company/the-transaction/~Substack: https://thetransaction.substack.com/===============================================Podcast Players:~YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1~Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309~Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz~iHeart Radio: https://www.iheart.com/podcast/269-the-transaction-156497699/ ~Pandora: https://www.pandora.com/podcast/the-transaction/PC:1001085545 ~Amazon Music: https://music.amazon.com/podcasts/7a7bea5d-f365-4744-bdad-230e1b11b49e/the-transaction ~Pocket Casts: https://pca.st/ssrir2v3 ===============================================#podcasttrailer #officialtrailer #newpodcast #techpodcast #businessideas

Welcome to The Transaction.From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.Hosted by Craig Rosenberg and Matt Amundson.Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.