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Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Brian Kotlyar on today’s challenges and opportunities in B2B marketing. Brian emphasizes the pivotal role of data warehouses in refining marketing strategies, noting that traditional methods are waning in effectiveness. He champions smaller, targeted projects for better risk management and stresses the significance of tailoring strategies to individual needs. Even as technology advances, Brian underscores the enduring value of foundational business skills. The discussion guides B2B marketers, urging adaptability, foresight, and a data-driven approach in the modern marketing era. About the Guest Brian Kotlyar is VP of Marketing and Growth at Hightouch, a Data Activation company that helps businesses automatically get their most valuable data into the hands of their business teams. Before this, he was SVP of Marketing at New Relic, where he helped to lead a tripling in growth rate under the watchful eye of the public markets. He has worked extensively in building and growing multiple B2B startups successfully, including Sprinklr, Intercom, and Dachis Group (acquired by Sprinklr). Connect with Brian Kotlyar Key Takeaways - Achieving growth targets requires revisiting and redefining strategies, especially with old playbooks proving less effective. - Start small and specific. Initiating projects on a smaller scale allows for better risk management and paves the way for innovative solutions. - Massive system-wide projects often fail due to their complexity and need for clear direction. - Data warehouses can efficiently ingest and manage vast amounts of data, making them invaluable for B2B marketing. - Tailoring marketing strategies to individual or account-specific needs can significantly improve outcomes. - Sometimes, the most effective solutions are straightforward and don't require overly complex technological implementations. - Innovative data utilisation can lead to impressive efficiencies and results even with limited resources. - Properly used, data can replace the need for large teams or budgets by automating and optimising processes. - Thoughtfully constructed advertising campaigns with a data-backed foundation can achieve remarkable cost-effectiveness. - Don 't be confined to conventional B2B platforms; explore and leverage B2C platforms for targeted advertising when the data supports it. - Ground all strategies and innovations in reliable data, using it as a foundation to build upon. - Despite technological advancements, specific fundamental business and marketing skills remain crucial. - Marketers should focus on future outcomes, understanding that today's efforts will yield results in the longer term. Quote "If you're not figuring out how to build up a deep well of first-party data, manipulate it, and then use it to resurrect old tactics and invent new ones, You're in some trouble." – Brian Kotlyar  Managing Oneself by Peter F. Drucker Wynter Shout-outs François Dufour – Marketing Partner and CMO in Residence at Decibel Partners Manav Khurana – Chief Product Officer at New Relic, Inc. ⁠Connect with Brian Kotlyar⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, Jordan Saucedo interviews Renny Fidlon on navigating challenges in ABM like a seasoned pro. Renny highlights the shift from lead-based models to strategic account approaches and emphasises aligning marketing with sales in B2B sales. He discusses common ABM pitfalls and the importance of showcasing ROI to leadership. Renny shares advice for B2B SaaS marketers, emphasising predicting client intent and providing value-added tools. He also stresses sales adoption as crucial when launching ABM platforms and suggests businesses pivot from sales enablement to buying enablement in the current unpredictable economy. Renny encapsulates the mantra "Do Less, Better" and consistently champions the need to showcase value to customers. About the Guest As VP of Marketing at SproutLoud, Renny Fidlon is responsible for building a predictable, repeatable revenue engine. He oversees SproutLoud’s branding, marketing programs, product marketing, revenue operations, and sales development. With over 25 years in strategy and marketing, Fidlon has spent the last decade scaling high-growth Enterprise B2B SaaS and technology companies. Prior to SproutLoud, Fidlon led global marketing teams at Aria Systems, Optymyze, Softmart (acquired by Connection), and Audience Partners (acquired by Altice USA). Renny holds a bachelor’s degree in communications from the University of Pennsylvania. When not immersed in data, Fidlon spends most of his free time travelling, watching movies, and playing games with his wife and three children. ⁠Connect with Renny Fidlon⁠ Key Takeaways A successful ABM approach prioritises the needs of sellers and supports them in scaling their efforts strategically. Do Less, Better: Concentrate resources efficiently to get the best outcomes. Marketing's primary role is to support sales motions, expanding and prioritising them as needed. Beware the assumption that all buying group members are synchronised in their buyer's journey. For effective ABM, marketing should aim to connect with individuals that sales might overlook, often those at the top of the funnel. Manual tracking, while labour-intensive, can offer insightful statistics to underscore marketing strategies. Prioritise quality over quantity; it's about doing fewer things exceptionally rather than spreading oneself thin. Always prioritise long-term success over immediate, potentially superficial results. Sales adoption is paramount for the successful implementation of ABM platforms. First impressions matter: if sales teams aren't impressed initially, winning them over later becomes challenging. After the acquisition, customers should quickly see the value and be guided in measuring success over time. Turn customers into advocates by consistently showcasing the value provided. Quote “One of the biggest things that I see all the time is people trying to align their campaigns to a buyer's journey at the account level. The problem is that not all the members of a buying group or the influences of that buying group are in the same place in their buyer's journey.” – Renny Fidlon Recommended Resource The Lean Startup by Eric Ries Dan Pink - Drive: The Surprising Truth About What Motivates Us ⁠⁠Connect with Renny Fidlon⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary  In this episode of Sunny Side Up, Philip Warren chats with Siara Nazir about integrating your marketing strategy with artificial intelligence and data science. Siara discusses the transformative impact of Mixed Media Modeling, Artificial Intelligence (AI), and the MarTech stack's future direction in the evolving digital marketing landscape. Siara also shares her experience creating an AI chatbot powered by natural language processing that improved customer engagement and boosted non-branded keyword revenue. About the Guest  Siara Nazir is an award-winning global digital marketer and media leader who has pioneered AI-based solutions that quadrupled conversions and doubled engagement for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in Forrester and other industry publications. She speaks at many industry conferences and was recently the recipient of the Equality Impact Award for women in tech.  Connect with Siara Nazir  Key Takeaways  ● Beyond just sales and clicks, recognising the revenue contribution of your brand's equity is crucial.  ● Mixed media modelling’s advantage – This approach goes beyond traditional attribution models, helping marketers understand the revenue implications of their brand's presence across different channels.  ● Multi-touch attribution, while popular, may not give a comprehensive picture of a brand's value and impact. Consider alternative models for a fuller perspective.  ● Achieving success in non-branded spaces, which are highly competitive and challenging, can significantly boost a brand's visibility and conversions.  ● Utilize AI tools to automate various marketing tasks, from content creation to customer engagement. These tools not only speed up processes but also enhance quality.  ● Tomorrow's Martech stack will thrive on seamless interaction between software components. Ensure interoperability with robust API connections.  ● Balance the decision between choosing best-in-breed solutions and integrated ones. The right choice can significantly impact data flow and efficiency.  ● Established tech platforms, though significant, might not always provide the most agile solutions.  Quote“The beauty of mixed media modelling is that the software that it sits on actually looks at many other parts of the business that influence revenue, including brand presence.” – Siara Nazir ⁠Connect with Siara Nazir⁠  ⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Episode Summary  In this episode of Sunny Side Up, Brian Hopper chats with Catherine Dummitt to discuss success in transitioning from sales to marketing. Catherine champions the mantra: 'Engage, don't just sell your products.' Drawing from her rich sales experience, she underscores the importance of relationship-building in today's vibrant marketing world, emphasising value-driven strategies over mere transactions. Listen in to learn how Catherine merges adaptability, collaboration, and profound field insights to redefine success in marketing. About the Guest  Catherine Dummitt is the VP of Marketing at Narvar. In her role, Catherine oversees all aspects of Narvar’s marketing, generating brand awareness, driving demand, and powering customer advocacy. As a Marketing leader, Catherine is passionate about building diverse teams, who operate as organizational growth catalysts. Catherine is dedicated to advancing women in the workforce – having stood up ERCs at previous organizations and having served as the Co-President to mBolden (formerly Women in Wireless) in NY. Connect with Catherine Dummitt   Key Takeaways  - Don’t overlook the transferability of your skillset. A career switch can be daunting, but a diverse career can often be your competitive advantage.  - A carefully crafted narrative distinguishes a brand from its competition.  - A holistic understanding of the sales process, from the first touchpoint to closing the sale, is indispensable.  - Persuasion, negotiation, presentation skills, data-driven decisions, and understanding the complete sales process can be directly transferred and beneficial in a marketing role.  - Broaden your focus. Transitioning from sales to marketing requires shifting from individual client focus to larger demographic targets.  - Marketing is not just about quick wins; it's about building a lasting brand and nurturing growth over time.  - The cornerstone of effective marketing is understanding who you're speaking to and tailoring your message accordingly.  - Communication should not be unidirectional. Engage with your audience and build a rapport instead of pushing a product.  - Using data as a guiding tool is crucial for decision-making and strategy formation.  - Recognize that first attempts might not be perfect. Be prepared to pivot based on feedback and emerging trends.  - Overemphasizing immediate KPIs can neglect essential long-term brand-building initiatives.  - Marketing should not just push a product; it should offer value and engage customers through a consultative approach.  - Value-based marketing is about depositing into the relationship before making withdrawals.  Quote “It's really important to think big picture when you're in marketing.” – Catherine Dummitt Shout-Outs  Christopher Hansen – Chief Client Officer at Power Digital  John Charlesworth – Director of Marketing Operations at Narvar  Anisa Kumar – Chief Customer Officer at Narvar ⁠Connect with Catherine Dummitt ⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Beth Forester on her journey from entrepreneurship to corporate leadership. Beth talks about the challenges and rewards of transitioning from running her own business for over two decades to navigating the corporate world of SaaS at Animoto. She emphasises the importance of stakeholder buy-in and the significant role of product marketing from the early stages of development. Throughout the discussion, Beth highlights the value of learning directly from customers, prioritising core SaaS metrics, and building trust to drive collaboration. Our conversation is packed with insights for those navigating career changes or transitions between startups and established organisations. About the Guest Beth Forester is a dynamic marketer fueled by a passion for data and storytelling. From founding her first company in her early 20s to her experience as a product marketer in the tech industry, she gained a deep understanding of market dynamics, pricing strategy, SaaS business models, consumer behaviour, and product positioning. Her unique career trajectory, entrepreneurial spirit, and diverse experience have established her as a formidable leader in her field. She currently is the VP of Marketing at Animoto, where she leads a team of talented and passionate marketing and customer service professionals. Connect with Beth Forester Key Takeaways - Major career shifts can be daunting, but sometimes, they are necessary steps towards greater fulfilment and success. - Clear communication and alignment become paramount in larger organisations where multiple stakeholders are involved. - Integrating product marketing early in the development process can enhance product value and market relevance. - Understanding and articulating the broader benefits of a change can help in gaining buy-in from various departments. - By breaking down decisions into a series of simple questions, it becomes easier to evaluate the potential impact and value of different initiatives, leading to more informed choices. - Regular and direct communication with customers provides valuable, real-time feedback. - Recognise the potential of expansion revenue, especially if there's limited scope for upselling or cross-selling. - Understand that genuine product adoption signifies real value to customers. - Top-of-the-funnel growth is crucial; ensure initiatives align with driving this growth. - Building trust is essential for collaboration and team success. Quote “Probably the most beneficial thing that you can bring as a product marketer is diplomacy and gaining trust and being able to collaborate well with your team.” – Beth Forester  Recommended Resource How to Win Friends & Influence People by Dale Carnegie Product Marketing Debunked by Yasmeen Turayhi Multipliers by Liz Wiseman  Shout-outs Yasmeen (Roxanne) Turayhi – Co-Founder at Blood Moon Box and Author  Patrick Campbell – Founder & CEO at  ProfitWell ⁠Connect with Beth Forester⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Episode Summary In this episode of Sunny Side Up, Rory Costello interviews Prashant Bhatia, a seasoned professional with over 25 years in enterprise software, on navigating modern leadership hurdles and fostering organizational expansion. From starting in product management to transitioning into product marketing and eventually embracing executive leadership roles, Prashant highlights the importance of adaptability and continuous learning. He discusses the challenges of moving from a smaller company to a global enterprise, emphasising trust, transparency, and accountability as keys to professional networking. As he outlines his current role at SpendHQ, Prashant's vision for the high-growth SaaS company's future shines through.  About the Guest Prashant Bhatia has been in the enterprise software industry for 25+ years, most recently joining SpendHQ as Chief Marketing Officer responsible for global go-to-market strategy. Prior to SpendHQ, he was CMO at Blue Ridge Global, and prior to that, he was with Radial as SVP of Technology Services. Throughout Prashant’s career, he has been focused on value selling and value creation, whether that be via Product Management, Product Marketing, or serving as an executive leader focused on go-to-market functions. Connect with Prashant Bhatia Key Takeaways - Career paths are often nonlinear, and early decisions can lead to unexpected opportunities. - Leadership in higher roles is not just about guiding company direction but also about nurturing and shaping individual careers. - Continuous learning and adaptability are crucial to navigating the evolving demands of the professional world. - In a remote-working world, building trust requires proactive effort and clear communication. - When inheriting or creating a new team, trust, transparency, vision, and accountability form the foundation of strong team dynamics. - Consistency in core values, whether working with customers, peers, or teams, ensures uniformity in approach and results. - Scaling up should be adaptive, considering both the growth of the company and the evolving needs of the market. - Building and nurturing direct and indirect teams is crucial for driving organisational value. - It's essential to have a clear vision and strategy, especially in growth-oriented roles, to steer the company in the right direction. Quote "Be open to change and be willing to embrace it." – Prashant Bhatia Recommended Resource Pragmatic Institute: Expert Training for Product, Data & Design ⁠Connect with Prashant Bhatia⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Episode Summary  In this episode of Sunny Side Up, Tyler Gambardella chats with Octavian Brezoi of Verifone about how your brands can do more with less by optimising your sales funnels and marketing channels. They talk about navigating the challenges and opportunities of omni-channel sales approaches. While e-commerce continues to grow, most transactions still occur through traditional channels, underscoring the importance of creating consistent, integrated customer experiences. Leading effectively in such an environment, he notes, is akin to successful B2B selling, requiring trust-building, expertise, and leadership. He further dives into the intricacies of managing P&L, advocating for a vigilant approach to tracking risks and opportunities.  About the Guest  Octavian is a highly accomplished and results-oriented Sales Leader with over 14 years of experience in driving growth and building fruitful, long-term partnerships. With a "can-do" attitude and a growth mindset, he is passionate about empowering people and fostering value-driven conversations. He is currently serving as the Head of Digital Sales for EMEA at Verifone.  Connect with Octavian Brezoi  Key Takeaways  ● Customer Experience is King. Today's paramount challenge is creating a cohesive, relevant customer experience regardless of the sales method or channel.  ● In an omni-channel approach, companies retain control over customer experiences, even if sales transpire through third-party resellers.  ● When large clients interact with self-service systems, it's vital to have monitoring mechanisms to provide optimal support.  ● For a seamless omnichannel experience, aim to provide a consistent and integrated customer experience, whether they choose self-service or require assistance.  ● Despite the consistent growth of e-commerce, traditional sales channels remain dominant. This presents both challenges and opportunities for businesses.  ● The adoption of AI in corporate settings is inevitable. It's about understanding its value and managing its usage effectively.  ● Leading a sales team parallels B2B selling, demanding trust-building, expertise demonstration, and thought leadership.  ● Steer the P&L by identifying, tracking, and mitigating risks and opportunities consistently. ● Don't shy away from probing questions during the sales process. Asking prospects about potential obstacles can provide critical insights.  Quote  “Managing a sales team is a lot like selling in the sense that you need to be able to win the trust of your people. You need to be able to show expertise and be a leader.” – Octavian Brezoi  Recommended Resource Never Split the Difference by Christopher Voss and Tahl Raz  The Advice Trap by Michael Bungay Stanier ⁠Connect with Octavian Brezoi⁠ ⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, Kieran Conway interviews Gail Buffington, a seasoned expert in analytics. Drawing from her rich background in both marketing and analytics, Gail discusses the importance of using diverse data sources to gain deeper business insights. She shares insights from her role at MilliporeSigma, emphasising the value of blending internal and external data, collaborating with third-party data providers, and the innovative use of public data sets. Gail's main message? Adopt a broad, exploratory approach to data to unlock its full potential. About the Guest Gail Buffington is the Head of Data Science and Analytics for Millipore Sigma, a global life sciences company. Previously, she worked in retail as vice president of marketing and analytics for a women's apparel company. She has over 15 years of experience across a wide breadth of data careers. Outside of her current role, she also serves as a training officer with the United States Army and is a Girl Scout troop leader. ⁠Connect with Gail Buffington⁠ Key Takeaways - An ability to sell or promote is not limited to products; it can be applied to skills, teams, and contributions. - Analytics teams should focus on quantifying their contributions to showcase their impact on the company's success. - Not all anomalies in data are harmful; some can offer positive insights and opportunities. - Relying solely on internal data may limit the understanding of more significant trends and influencing factors. External economic data can provide context and predictive insights. - The value of forecasting lies not just in the data itself but in understanding the influences behind that data. - Challenging preconceived notions and expanding data sources can lead to more accurate and insightful predictions. - Solely focusing on primary metrics like revenue might limit the understanding of a situation. - Approach public data broadly and avoid restricting yourself to apparent connections. - Realise that correlations may only sometimes be apparent, requiring more profound analysis and consideration. - Utilise the extensive directories and resources available on government websites to access many data sets. - Embrace an exploratory attitude in analytics, allowing for brainstorming and discovery. Quote “Being able to see that full picture allows us to get to a spot where we can utilise data that otherwise is very interesting, but doesn't give us the tools we need to unlock any insights with it.” – Gail Buffington  Recommended Resource Towards Data Science Stack Overflow ⁠⁠Connect with Gail Buffington⁠⁠⁠⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary  In this episode of Sunny Side Up, Carolyn Najac interviews Christian DeMarais on crafting success and navigating landscapes in business. We discuss how engaging stakeholders successfully requires a blend of empathy, strategic narrative crafting, and in-depth understanding. He emphasises the power of understanding stakeholder perspectives and crafting a compelling narrative. Christian underscores the importance of empathy, especially towards internal stakeholders, viewing them as the real 'customers'. Finally, while discussing B2B and B2C dynamics, he emphasises the significance of listening to customers and efficiently leveraging resources across diverse teams.  About the Guest  Christian DeMarais is currently serving as Director of Revenue Operations and Strategy at Wix, where he has helped build and scale over 25 Sales and Account Management teams in 3 years. In addition to a career as a RevOps and Sales Strategy Pro, DeMarais is also an accomplished actor who recently had a recurring role in Maniac (Netflix), as well as guest roles on Mr. Robot (USA), The Equalizer (CBS) and Elementary (CBS). DeMarais holds an MFA in acting from NYU and a BA in Business Management and Theatre, with a Minor in Dance from Gustavus Adolphus College.  Connect with Christian DeMarais  Key Takeaways  When engaging with stakeholders, immerse yourself in their perspectives, understanding their needs, concerns, and objectives.  ● Avoid Direct Objectives – Don't always lead with your end goal. Let stakeholders understand your objectives through the information you provide and the narrative you weave. ● Craft a Narrative: Whether it's a presentation, a proposal, or a report, build a story that captivates your stakeholders and takes them on a journey.  ● It's crucial to know what drives your stakeholders. Identify their priorities, financial metrics, time-saving efficiencies, or other KPIs, and cater your strategy to these. ● Empathy is key. While clear goals and KPIs matter, other aspects like ease of use and time-saving can be equally crucial.  ● Never judge. Understand the perspectives and challenges of all team members. Your internal stakeholders, often acting as your 'customers', need that understanding the most. ● Ensure your services or products cater to a broad spectrum of your customers' needs, making it easier for them to choose you over competitors.  ● Continuously seek and incorporate customer feedback to refine and improve your offerings. Centre your strategies around customer needs. Listening to and acting on their input can lead to product innovations and sustained growth.  ● Balance Macro and Micro Perspectives. Keep an eye on the broader business strategy while attending to day-to-day operations.  Quote: “Understanding is such a huge part of what we do. And I think understanding your customer, but a lot of times for RebLabs specifically, your customers are also internal stakeholders in the company and the business.” – Christian DeMarais  Recommended Resource The Power of Habit" by Charles Duhigg  Shout-Outs  Melanie Terranova – Head of RevOps at Wix  Dhwani Dalal – Director, Sales Strategy & Operations at DocuSign Meg Goetsch – Vice President, Global Sales Operations and Strategy at Forter  ⁠Connect with Christian DeMarais⁠ ⁠⁠⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Paige Marsin, a Marketing Strategy Specialist at Palo Alto Networks and Demandbase Champion on her transition from higher education to the fast-paced tech industry. Paige emphasises the unexpected advantages of imposter syndrome in driving efficiency and innovation. She underscores the value of precise, data-driven targeting over broad campaigns. Drawing from her past, Paige highlights how working with tight budgets has honed her resource optimisation skills, even in a well-funded environment. This episode dives into insights such as the significance of tracking accounts across funnel stages and the importance of critical metrics in campaign evaluation. About the Guest Paige is a seasoned marketing specialist, passionate about data-driven sales and marketing strategies. She started her career in higher education where she learned the importance of using data in her marketing campaigns. She is an expert in ABM/ABX and takes pleasure in learning new targeting strategies to keep Palo Alto Networks ahead of the competition. Outside of work, Paige is a mom to two very active boys, enjoys yoga and hiking. Connect with Paige Marsin Key Takeaways - Imposter syndrome can be an advantage. It challenges individuals to achieve better results with fewer resources, leading them to optimise efficiency and innovation. - Focus on what delivers the most value, not just where there's ample budget. - Prior experience in lean environments can inform strategies in better-funded sectors. - The “Spray and Pray” approach is broken. Precise targeting, backed by data, is more effective than a broad marketing approach. Not every process has to be templated – When standardised tools or platforms don't cater to unique business needs, manual customisation is worth the effort. - Continuously tracking account movement through varying funnel stages, from top to mid to lower, is vital for valuable insight. - Metrics and data-driven insights are crucial in evaluating campaign success. Metrics like account lift, engagement rates, and impression counts are particularly significant. - Centralising the process through a dedicated team ensures effective targeting without oversaturating shared accounts across multiple go-to-market strategies. Quote "We are empowered to make our own decisions. It’s very different from higher education, where you have to go through a slew of approvals to get something done.” – Paige Marsin Recommended Resource The Gifts of Imperfection by Brene Brown Shout-outs Lauren Daley – Director, Marketing Operations at Palo Alto Networks  Lauren Beer – Digital Product Manager at Palo Alto Networks Jeremy Schwartz – Sr. Manager, Global Lead Management & Strategy at Palo Alto Networks ⁠Connect with Paige Marsin⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Michael Malone interviews Catherine Blades, an award-winning corporate leader with over 30 years of professional experience, including C-suite roles at three Fortune 500 companies. Catherine serves as the SVP of Marketing and Communications at SAIC, a company delivering innovative solutions to the U.S. government. They discuss the intersection of purpose and profit in corporations, highlighting how companies that prioritize communities and humanity often yield better fiscal results. Catherine shares her journey in realizing the connection between purpose and financial success, drawing from her experiences in different roles and companies. She elaborates on three key strategies: leveraging platform-based thought leadership to humanize the brand, pivoting brand icons for purpose-driven solutions, and utilizing unconventional methods for effective CSR initiatives. Catherine emphasizes the importance of authentic values, risk mitigation, and stakeholder engagement when engaging with social causes. She also provides insights into measuring the impact of CSR efforts using modeling, outcome-based data, and effectiveness metrics. About the Guest Catherine Hernandez-Blades is an award-winning corporate leader in Marketing, Communications, Government Relations, CommTech, Digital Transformation, Change Management, and Environmental, Social & Governance (ESG) with more than 30 years of professional experience, including C-suite roles at three Fortune 500 companies. Currently, Catherine is the SVP of Marketing and Communications at SAIC, a company that delivers innovative and transformational solutions to the U.S. government in the civilian and defense markets. ⁠Connect with Catherine Blades⁠ Key Takeaways - Purpose-driven companies achieve better fiscal outcomes by focusing on communities and humanity. - Purpose is a crucial factor in revitalizing brands, connecting people, and driving results. - Humanizing brands through CSR and ESG efforts fosters authentic connections and engagement. - Engage with social issues aligned with values, stakeholders' expectations, and actual impact. - Risk mitigation, stakeholder engagement, and curating genuine efforts are vital in avoiding pitfalls. - Outcomes matter more than activities; measure progress through modeling, outcome-based data, and effectiveness metrics. - RepTrack model reveals 7 reputation dimensions, with governance, citizenship, and workplace being crucial. - Outcome-based data indicates success or failure based on ROI metrics and key performance indicators. - Effectiveness metrics, such as engagement and click-through rates, provide real-time insights for adjustments. - Purpose-driven strategies can be quantifiably correlated to stock price, employee engagement, and more. - Purpose and profit are interconnected, demonstrated through data, authentic engagement, and measurable outcomes. Quote "When you humanize the brand, you make that human connection and you go from share of wallet to share of heart." - Catherine Blades Recommended Resources Book: ⁠Find Your Why by Simon Sinek⁠ Shout-outs ⁠Jane Randel⁠ – Co-President at Karp Randel ⁠Rochelle L. Ford⁠ – President at Dillard University ⁠Connect with Catherine Blades⁠⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary Paul Curto's career journey from a technical background to sales leadership is characterized by a strong technical foundation. He initially worked on network upgrades and designs, later transitioning into consulting with Deutsche Telekom to explore network technologies and innovation. His foray into technical marketing provided a unique blend of technology and marketing expertise. About a decade ago, he transitioned into sales with Aruba Networks, where he highlighted the importance of aligning solutions with desired outcomes and building enduring relationships. RetailNext, the company Paul discussed, specializes in retail analytics, offering e-commerce-style insights to brick-and-mortar stores. Their solutions encompass sensor-based systems for customer traffic tracking, loss prevention modules, and in-store analytics, helping retailers make data-driven decisions. Paul also shared insights into the MEDDIC and Miller Heiman sales methodologies, emphasizing understanding customer pain points, decision processes, and the role of economic buyers and champions. For those implementing MEDDIC, he recommended coaching, tracking keywords with conversation intelligence tools like Gong, and consistent use of Salesforce for reinforcement. About the Guest Paul Curto is passionate about enhancing sales teams and customer experiences, specializing in alleviating retail analytics challenges. His focus lies in empowering brick-and-mortar retailers with e-commerce-style analytics, driving data-driven decisions. With a career marked by inspiring sellers, he emphasizes matching solutions to outcomes and fostering lasting win-win relationships. Sales strategy, enriched by customer-centric methodologies, is his forte, driven by enablement and sales technology. Paul is dedicated to helping clients achieve business success while ensuring exceptional, fact-based decision-making and unparalleled customer satisfaction. Connect with Paul Curto Key Takeaways - RetailNext brings e-commerce-style analytics to brick-and-mortar stores, aiding in business growth. - Data-driven sales involve tracking customer behavior, optimizing operations, and improving the customer experience. - Paul highlighted the MEDDIC and Miller Heiman sales methodologies. - Economic buyers are crucial, and champions play a pivotal role in influencing buying decisions. - A strong action plan is created through MEDDIC, incorporating red flags and strengths. - Reinforce MEDDIC concepts through coaching and deal reviews with the sales team. - Utilize sales technology, like conversation intelligence tools, to track and analyze MEDDIC-related keywords. - Implement MEDDIC opportunity review forms in Salesforce to ensure consistent adoption and reinforcement. Quote "People buy for personal reasons even at work, and so when the sellers try to help you look good for your boss and try to help you make the right decision and become seen as a superhero inside the buying team, that's when you start to make magic happen with MEDDIC in these deals."  – Paul Curto Recommended Resources Books: - "Cracking the Sales Management Code" by Jason Jordan and Michelle Vazzana - "The Sales Development Playbook" by Trish Bertuzzi - "Never Split the Difference: Negotiate Like Your Life Depends on It" by Chris Voss Newsletters: - Charlotte Lloyd’s LinkedIn Newsletter - Matt McNamara’s YouTube Channel - Josh Braun’s LinkedIn Newsletter - Becc Holland’s LinkedIn Newsletter ⁠Connect with Paul Curto⁠⁠⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Neda Huda, a seasoned sales professional with expertise in data management and strategic leadership. Neda shares insights into his career journey, emphasizing the importance of understanding the "why" behind customer decisions and the evolving role of buyers in today's market. He discusses the challenges of transitioning from individual contributor to a leadership role and highlights the significance of collaboration and aligning with other teams within an organization. Neda also touches on current trends in buyer journeys, emphasizing the need for sellers to deliver value and understand customers' business goals. About the Guest Neda started his sales career right after university, boots on the ground knocking on doors, managing accounts to ultimately selling to enterprise organizations. Throughout his journey, he was truly focused on understanding buyer paths, as well as how to navigate large portfolios to bring the most value to customers.  When he’s done making deals at work, he is at home making deals with his daughters.Connect with Neda Huda Key Takeaways - Transitioning into a leadership role involves a deep understanding of the "why" at various levels—territories, industries, and departments.  - Effective leadership entails threading this understanding into conversations and gaining buy-in for strategic initiatives. - Collaboration across teams requires sharing a compelling vision and fostering trust. Building relationships by investing time and supporting colleagues' efforts before asking for cooperation is essential for achieving common goals. - Modern customer journeys involve extensive pre-engagement research.  - Sales professionals must speak the customer's language and emphasize the business value of their offerings to effectively navigate this landscape. - With professionals changing jobs more frequently, knowledge sharing and movement significantly influence technology choices.  - Leadership involves understanding the "why" on a larger scale. - Fostering collaboration across teams requires sharing the vision and building trust. - Buyers are more informed and conduct extensive research before engaging with sales professionals. - Successful sales now depend on speaking the customer's language and delivering business value. Quote “You don't just ask, you don't just take, you give before you ask... creating that trust and creating that collaborative approach, I find is the key to make sure that a large organization gets involved and advises your success.” – Neda Huda Recommended Resources Newsletter: The Challenger Sale by Brent Adamson and Dixon Matthew Shout-outs Trent Dressel – Tech Sales Instructor at CourseCareers  Brian G. Burns – Host of The Brutal Truth about Sales Podcast Vin Mantano – Senior Account Executive at Demandbase Connect with Neda Huda⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Ken Lorenz, the VP of Global Sales at Riva International, where he oversees the company's customer-facing sales team members. With a developer background, Ken's passion lies in aiding customers in using technology to address business challenges. Over his extensive 30-year career, Ken has been pivotal in helping countless customers globally to select and implement ERP and CRM solutions. A seasoned member of ITA, Ken has contributed significantly to many content committees and has made numerous presentations at ITA collaboratives. Throughout the episode, Ken delves into the evolution of RevOps, the intersection of generative AI like ChatGPT in sales, and the importance of clean data in CRM. He also sheds light on the potential challenges and implications of integrating AI with customer data, emphasizing the importance of caution and privacy.  About the Guest Ken Lorenz is currently the Vice President of Global Sales at Riva where he looks after all of Riva’s customer-facing sales team members. A developer by background, Ken is passionate about helping customers leverage technology to solve business problems.  Over the past 30 years, Ken has personally helped tens of thousands of customers evaluate, select and implement ERP and CRM solutions, globally. As a long-standing member of ITA, Ken has contributed to many Content Committees and has presented numerous sessions at ITA Collaboratives. Connect with Ken Lorenz Key Takeaways - RevOps is a sector that has dramatically evolved from basic personal information managers to complex systems impacting sales and marketing processes over 30 years. - Modern technology advancements, including generative AI like ChatGPT, are poised to revolutionize sales processes, changing how businesses interact and transact. - The key differentiator in sales remains human touch and relationship-building, even as advanced AI tools gain prominence. - Data quality is paramount; without clean, accurate data, no amount of technology can yield successful results in the RevOps field. - Recent years have seen a proliferation of add-on technologies around CRM systems, increasing the complexity and cost of integration. - Organizations often grapple with data "swamps" instead of efficient data "lakes," complicating the process of gaining insights and actionables. - ABM platforms have emerged as crucial tools to aggregate, analyze, and provide actionable insights, focusing on genuinely engaged accounts for businesses. - Integrating ChatGPT with RevOps systems presents opportunities and challenges, especially when handling sensitive, customer-specific data. - In regulated industries like banking and insurance, there is heightened caution about introducing any customer data into AI models, ensuring strict compliance and data protection. - Bad actors can exploit data, and with evolving large language models, there is a potential risk of data breaches or misuse, necessitating stringent safeguards. - Regulations might become stricter, with businesses potentially needing to disclose when content is AI-generated, emphasizing transparency in communication. Quote "I think it's going to be very interesting to see how the next generation of salespeople leverage that technology and allow themselves to differentiate from their competitors." – Ken Lorenz Shout-outs Tony Hughes – CEO and Co-founder at Sales IQ Global Justin Michael – CRO Coach & Co-Founder at Hard Skill Exchange ⁠Connect with Ken Lorenz⁠⁠⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Andrew Peters, a seasoned marketing professional with extensive experience in the Internet of Things (IoT) industry. Andrew shares insights into transforming marketing strategies using data-driven approaches and discusses the challenges of targeting complex markets like IoT. He delves into the significance of identifying Ideal Customer Profiles (ICPs) and leveraging in-market intent signals to drive successful account engagement. The conversation also touches on the role of generative AI in accelerating product launches and the potential it holds for expediting complex use cases.  About the Guest Andrew Peters thrives at the nexus of people and processes, building global departments from the ground up, leading impactful revenue strategies, improving developer experience, and ensuring alignment across sales and marketing that’s always focused on the customer. His innovative approaches to marketing operations, customer analytics, and digital experiences have garnered numerous awards. Andrew also serves as the Chair-elect for the Austin LGBTQ+ Chamber of Commerce, where he promotes community for all, and our ability to impact the cities we live in.Connect with Andrew Peters Key Takeaways - Focusing on in-market signals aids in identifying valuable accounts in the IoT space, streamlining efforts, and improving targeting precision for effective marketing strategies. - IoT sales cycles can be prolonged, making it vital to identify accounts showing in-market intent early to nurture relationships and capitalize on opportunities. - Clearly defining Ideal Customer Profiles (ICPs) aligns marketing and sales efforts, enabling better targeting and engagement, leading to improved conversion rates and growth. - Metrics validation helped solidify the new ICP model's success, demonstrating a 60% better likelihood of converting to new opportunities, leading to enhanced conversion rates and growth. - Leveraging Generative AI accelerates product launches and refines complex use-case solutions, offering quicker decision-making and innovation in various domains. - Generative AI supports efficient data gathering and analysis, empowering quicker, well-informed decisions by extracting valuable market insights for strategic advantage. - Generative AI accelerates content creation by generating marketing materials, campaigns, and creative assets, reducing manual efforts and increasing marketing output efficiency. - AI-driven automated email outreach acts as an efficient business development representative, identifying and engaging potential clients, and driving meaningful conversations. - Generative AI has the potential to expedite chip development by 20-30%, reducing time-to-market, cutting costs, and ensuring faster access to improved product offerings. - Successful individuals invest countless unseen hours of effort to achieve excellence, underscoring the significance of persistent dedication and determination in achieving success. Quote "I think the most important part about that journey is sometimes you need a manager or a mentor that's going to push you and put you into that uncomfortable position where you're like, 'I don't know if I'm ready for this,' but you're actually more ready than you think."  Recommended Resources  Podcasts:How I Built This podcast by Guy Raz The Huberman Lab by Andrew Huberman Book: Grit by Angela Duckworth Shout-outs Deirdre Walsh – Chief Executive Officer & Co-Founder at IGC Trisha Fields – Director, Performance Marketing at Silicon Labs Connect with Andrew Peters⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Tara Quehl interviews Davis Potter, diving deep into the intricate realm of Account-Based Marketing (ABM). Davis, a seasoned ABM practitioner, delineates the nuances between growth ABM and enterprise ABM strategies, spotlighting the crucial considerations of resource limitations and tiered methodologies. The discussion delves into key performance indicators, focusing on escalating contact engagement and burgeoning revenue, essential for gauging ABM effectiveness. As the conversation unfolds, the transformative potential of AI takes center stage, envisioning a future of scalable personalization and automated ad optimization.  About the Guest Davis currently leads the ABM function at Telesign, and the CEO of ForgeX, a B2B market research and advisory think tank specializing in Account-Based Go-To-Market (GTM) strategies and Generative AI. He has experience launching, optimizing, and scaling ABM programs within hyper-growth VC-backed startups, mid-size organizations, and some of the world's largest and most renowned enterprises. Connect with Davis Potter Key Takeaways - ABM methods vary: Choose growth or enterprise based on launch speed and account coverage. - Account engagement and revenue growth are core ABM success indicators. - AI revolutionizes personalization at scale, elevating ad messaging and account intelligence. - Contact engagement categorizes interactions, enabling focused actions for specific contacts. - Deal velocity, sourced, and influenced revenue metrics measure ABM's revenue impact. - Differentiate between tiered accounts for resource allocation and strategic alignment. - Growth ABM adopts a tiered methodology for efficient account prioritization and faster testing. - Personalized ad platforms driven by AI optimize and iterate messaging for better results. - ABM evolves with AI, enhancing personalization, account intelligence, and ad optimization capabilities. - Prioritize account engagement for both overall contact interaction and core buying group involvement. - Growth ABM offers a streamlined approach, allowing faster testing and resource allocation within tiers. - Enterprise ABM demands deeper one-to-one or one-to-few interactions, requiring more resources. Quote “In growth ABM, you're able to test and iterate so fast within your tactics.” – Davis Potter Recommended Resources Newsletter:The Pleiss is Right by Tyler Pleiss Shout-outs Désirée Daniels – Head of ABM & Industry - Retail, Fashion, Beauty & Consumer at Google Alessandra Fagone – Director, Global Revenue Marketing - Acquisition and Customer Growth at Workhuman Akriti Gupta– Marketing Director at LinkedIn ⁠Connect with Davis Potter | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Michael Malone interviews Kathy Neumann, CMO of Rent., about mastering marketing strategies for success in changing landscapes. Michael welcomes Kathy to the show and delves into her extensive background in retail marketing, discussing how it has shaped her current role as CMO at Rent.. Kathy emphasizes the importance of understanding consumer motivations and solving their problems by marrying consumer insights with technology trends. She talks about the challenges of maintaining consumer-centricity and avoiding personal biases in marketing strategies. The conversation shifts towards the impact of COVID-19 on digital transformation, with Kathy highlighting how the pandemic accelerated the adoption of mobile-first and digital experiences. She shares insights about her approach to building teams, focusing on hiring for attitude and aptitude, and cultivating a culture of curiosity and adaptability. Kathy also discusses the successful rebranding of Rent. and the crucial role of engaging employees in the transformation process. She emphasizes the significance of internal engagement metrics and external client feedback in measuring the success of a rebrand. About the Guest Kathy joins us from Rent. where she has been CMO for the last year and a half.  During her tenure at Rent. she has led a complete relaunch of the company including branding, product architecture, and company culture, resulting in a reversal of business trends from declining business to double-digit growth.   Kathy's background is steep in consumer, digital, and brand marketing across brands such as Chewy, Carter's, Lands' End, and Victoria's Secret.Connect with Kathy Neumann Key Takeaways - Perspective shift: View industry challenges from the consumer's point of view, not just personal perspective. - COVID-19 accelerated digital adoption and mobile-first mindset, impacting consumer expectations. - A curious attitude is crucial when hiring for marketing roles; look for adaptability over current expertise. - Embrace progress over precision and encourage trying new ideas within the marketing team. - Successful rebranding involves rallying the entire organization around the "why" and fostering engagement. - Metrics for internal success: Employee engagement, referrals, swag requests, and pride in the brand. - External metrics include traffic, conversion rates, engagement, and feedback from customers. - Navigating chaos: Maintain curiosity, recognize evolving industry trends, and stay adaptable. - Rebranding isn't just about visuals; it's about transforming culture and aligning the entire organization. - Communicate the "why" of change multiple times in different ways to ensure understanding and buy-in. - Embrace disruption by focusing on where the industry is headed and adapting accordingly. Quote "You can't stretch standing still, so I applaud people on my team that try new things, and we celebrate the failures by learning what we can out of those interactions and quickly course correcting, but if you're not moving, you're not growing in today's environment.” – Kathy Neumann Recommended Resources Shoe Dog by Phil Knight Shout-outs Susan Sachatello – Chief Marketing Officer at Compeer Financial Matthew Doerrs – Vice President of B2B Marketing at Rent. Connect with Kathy Neumann | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠
Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Dan Radu, the founder and president of Macro, a digital marketing partner specializing in ABM programs. Dan shares insights into the concept of Account-Based Everything (ABE), emphasizing the importance of aligning marketing, sales, and customer success teams around a common account-focused mindset. He discusses the challenges faced by organizations operating in a resource-constrained landscape and highlights key metrics like account engagement score, opportunity creation probability, and deal size that drive ABM success. Dan underscores the significance of collaboration between teams and the role of agency partners like Macro in operationalizing go-to-market strategies. He provides step-by-step guidance on effectively implementing ABM, from tiering accounts to evaluating channel performance. About the Guest Dan is the founder & president of Macro, a digital marketing partner helping global marketing teams run ABM programs. For the past 10 years, the team serviced enterprise-class clients working as a natural extension of their team. Connect with Dan Radu Key Takeaways - Account-Based Everything (ABE) is a mindset aligning marketing, sales, and customer success around account engagement. - Prioritize limited resources by focusing on ideal customer profiles and joint team efforts. - Metrics: Track account engagement score, initiative impact on opportunities, deal probability, and size. - Collaboration among teams is crucial; cross-discipline experts can bridge gaps effectively. - Agencies like Macro help operationalize go-to-market strategies, adapting and executing with expertise. - Ideal clients for agency support are global marketing teams needing regional assistance and tech expertise. - Challenges include aligning diverse objectives, integrating systems, and replicating successful tactics. - Start with understanding account-based readiness and the need for external partnership. - Assess current account-based marketing efforts to determine readiness and approach. - Efficient operationalization involves tiering accounts, monitoring buying signals, and defining partner roles. - Consistent attribution models enhance performance tracking; and avoid frequent changes. - Maintain accurate account data, ensure team alignment, and adopt an account-based everything mindset. Quote "Account-Based Everything (ABE) is a mindset aligning marketing, sales, and customer success around account engagement." – Dan Radu Book:- The Black Swan by Nassim Nicholas Taleb Shout-outs Geoff Linton – Co-Chair Market Council at the Canadian Marketing Association and Founder of Connect Digital Hub ⁠Connect with Dan Radu⁠ |Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Kevin Chen, VP of sales development at Pure Facts Financial Solutions. Chen shares his journey from starting as a door-to-door salesperson to becoming a sales leader. He discusses the importance of discovering one's "why" and the mindset of playing to win rather than playing not to lose. Chen emphasizes the evolving role of sales development, where reps may become content creators and thought leaders to engage prospects effectively. He delves into the role of AI and technology, advising reps to embrace them as tools to enhance their efficiency. Kevin also highlights the significance of maintaining a healthy balance to prevent burnout and the impact of mentors and continuous learning. About the Guest Kevin is the VP of Sales Development at Pure Facts Financial Solutions, leading strategic growth initiatives. He drives transformational WealthTech solutions across global markets, leveraging expertise in wealth management, AI, and machine learning. He started his career at 21 as a door-to-door salesperson in a 100% commission role, he was the top performer in Canada by the end of that year, and by 23 he transitioned into entrepreneurship, starting his own sales consultancy firm before joining Purefacts in his current role.Connect with Kevin Chen Key Takeaways - Cultivating a strong "why" and a growth mindset are vital for motivation and success, aiding resilience and preventing burnout. - AI, like ChatGPT, enhances sales by aiding account research, email crafting, analytics, and content personalization, improving efficiency and results. - Future SDRs may evolve into content creators and thought leaders, using various platforms to engage and resonate with audiences effectively. - Prioritizing physical and mental well-being, like exercise, downtime, and learning, ensures sustained high performance while avoiding burnout. - Setting clear goals and pacing oneself according to the big picture helps prevent burnout and sustain motivation on the journey to success. - Adapting to changes, whether in technology or roles, is essential for longevity and success in the dynamic sales landscape. - Developing a clear end goal and maintaining focus on the bigger purpose provides direction and sustains motivation over the long haul. - Communication skills, empathy, and connection are crucial for effective sales, making emotional intelligence an invaluable asset. - Embracing lifelong learning and seeking out challenges nurture personal growth, enabling individuals to stay relevant and excel in their careers. Quote "Begin with the end in mind. You always need to know where you're going before you start going somewhere." – Kevin Chen Recommended Resources Podcast: - Selling Well Podcast by Mark Cox Books: Play to Win by Larry and Hirsch Wilson - How to Win Friends and Influence People by Dale Carnegie - The 7 Habits of Highly Effective People by Stephen R. Covey Connect with Kevin Chen⁠⁠ ⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Episode Summary In this episode of Sunny Side Up, host Tyler Gambardella interviews Tyler Haney, a marketing and operations expert, about the innovative intersection of data science, automation, and creative problem-solving. Tyler Haney shares his journey from building websites in college to becoming a pivotal force in driving data-driven decisions at his current organization. Exploring the synergy between his interest in smart home automation and his professional pursuits, Haney discusses how leveraging technology to create efficiencies in one's daily life can inspire similar creative approaches in business operations. Drawing parallels between his passion for home automation and the world of marketing, he emphasizes the importance of finding practical solutions that enhance quality of life while applying a similar mindset to solve business challenges. Haney delves into the role of predictive modeling and data-driven dashboards in optimizing sales processes, shedding light on his team's recent endeavors to predict gaps in the pipeline and strategically reallocate resources. With insightful anecdotes and a passion for utilizing technology creatively, Haney's expertise offers a compelling glimpse into the exciting future of data-driven business innovation. About the Guest Tyler is an experienced digital and demand generation executive who is passionate about using data and analytics to drive business results. With a deep background in marketing and information science, Tyler focuses on breaking down complex processes into simplified concepts to help teams improve efficiency and gain back time for intellectual curiosity and creativity. Tyler has led marketing teams in the technology, healthcare, and retail sectors and holds an MBA from the University of Kentucky.Connect with Tyler Haney Key Takeaways - Smart home automation inspires creative problem-solving in business operations. - Leveraging available tools creatively can solve problems effectively, improving work efficiency. - Home automation principles apply to marketing and sales, enhancing decision-making. - Predictive modeling and dashboards optimize sales by predicting gaps and reallocating resources. - Balancing human input with AI-driven predictions results in actionable insights. - Data-driven decision-making can improve accuracy and efficiency in various processes. - Navigating automation requires understanding limitations and making thoughtful adaptations. - Creative thinking applied to technology can lead to successful problem-solving in diverse domains. - Strategic automation choices can boost efficiency while considering practicality and costs. - Applying data science to marketing enhances understanding and predictions of market behavior. - Embracing automation's potential requires embracing both successes and failures to drive growth. - Effective automation solutions often stem from addressing real-world inconveniences and simplifying complex processes. - Integrating historical data and predictive models can aid in resource allocation and decision-making for business growth. - Recognizing cognitive biases and heuristics can inform more strategic communication and decision-framing. Quote “Automation is about what makes you more efficient or what makes your life easier or better in some way." – Tyler Haney Recommended Resources Blog: - Lifehacker Book:- Thinking Fast and Slow by Daniel Kahneman Connect with Tyler Haney⁠⁠ ⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
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