sales and marketing alignment

Do you know how sales and marketing alignment can achieve full marketing attribution? If not, feast your ears on this fantastic FINITE Podcast episode. 

We’re joined by Mitali Israni, Marketing Director at Medallia, who shares her secrets to achieving full multi-touch attribution. We also cover ABM, cookie-less tracking, AI and the death of sales, and how these impact attribution.

This is our first video podcast! Watch it here: https://www.youtube.com/watch?v=j26Cqx1aHdk 

On today’s episode, I spoke with Dee Acosta about pipeline growth in 2023 and outbound marketing. Dee is the Senior Director of Sales and Strategic Growth at Modigie. He’s done $20 million in sales and set at least 2000 outbound meetings, so lots to dive into here.

Here’s what you’ll learn:

• How pipeline growth has changed a strategy
• Ways to impact pipeline as a marketer
• Why outbound is a top-tier strategy for companies

Mathias is one of the co-founders of the revenue and profitability agency specializing in B2B companies with complex sales structures, Salesonomics. They serve as a strategic growth partner, achieving remarkable results:

Over the past three years, they have collaborated with over 100 companies, and the results speak for themselves. Over a 12-month period, on average, these companies increased their turnover by 34% and profitability by a staggering 193%!

When it comes to OPEX, they truly understand what they're talking about.

In this episode of 'Fail n’ Grow,' we delve into why only bold and forward-thinking CEOs, truly focused on revenue, dare to challenge their sales managers. We also explore the responsibilities of the entire management team in future-proofing your sales function and how to genuinely become customer-oriented.

Can you afford to miss out on this episode?

In this episode of Revenue Today, host Jared Robin interviews Lindsay Cordell, the GTM Analyst and Founding Partner at Go-To-Market Partners. With a background in revenue operations, Lindsay has extensive experience in helping companies optimize their go-to-market strategies and improve their overall efficiency.

Jared and Lindsay discuss the importance of a collaborative approach to go-to-market (GTM) and debunk the myth that GTM should be solely owned by the marketing department. Lindsay emphasizes the need for alignment and equal involvement from all departments, including sales, marketing, product, customer success, and revenue operations. She also highlights the challenges faced by companies in the current economic climate and provides insights on how to recalibrate and focus on efficient growth.

Takeaways

• GTM should be a collaborative effort involving all departments, not just marketing.
• Efficient growth is more sustainable and desirable than artificial growth.
• Companies should focus on their ideal customer profile and prioritize segments that are still able to spend.
• Agile marketing and quick adaptation to market changes are crucial for success.
• Revenue operations play a critical role in ensuring alignment and efficiency across all GTM teams.

Quote of the Show

"Cutting inefficiencies in your GTM system requires equal involvement from all departments." - Lindsay Cordell

"Focus on efficient growth rather than artificial growth for long-term success." - Lindsay Cordell

"Agile marketing and quick adaptation to market changes are crucial for success in the current economic climate." - Lindsay Cordell

Connect with Lindsay in the links below:

• LinkedIn: https://www.linkedin.com/in/lindsaycordell/
• Website: https://gtmpartners.com/

Ways to tune in:

• Amazon Music: https://music.amazon.com/podcasts/40b665df-1a4f-455a-a514-ef599fd1a106
• Apple Podcast: https://podcasts.apple.com/us/podcast/revenue-today/id1626063261
• Spotify: https://open.spotify.com/show/38z3wZIAcpoAYF5LQ65xON
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly93d3cucmV2ZW51ZXRvZGF5LmxpdmUvZmVlZC54bWw
• YouTube: https://youtu.be/6KEho9RSaHs

#104.5: Collin Mitchell, chief evangelist at Humantic AI, joins Outbound Sales Lift Bonus Round to answer rapid-fire sales questions.

#104: 236 percent.

236 percent?

236 percent!

Yes, Collin Mitchell is serious. He wants to help you increase your positive outbound replies by 236% through personalization.

But he doesn’t mean traditional personalization by targeting a persona or an ICP. He doesn’t even mean combing a prospect’s LinkedIn profile to find out where they went to college or connecting based on a recent post.

Collin Mitchell and Humantic AI are taking personalization a step further by understanding a prospect’s personality type and using it to your advantage. Knowing someone’s personality type can improve your communication and pitch by helping you present information in a way your prospect is most likely to respond.

With insights into specifics such as which personality type prefers longer emails versus bulleted lists or how to increase your open rate with a perfect subject line, you can win over more prospects with tailored outreach.

EPISODE HIGHLIGHTS

01:07: Using personalization to increase your outbound sales replies

• Baseline sequences for outreach
• Moving from personas and ICPs to personality types

04:49: Tailoring your outreach based on how your prospect prefers to receive information

• Subject lines, bullet points, and message content
• The importance of the right CTA

13:15: How is it possible to figure out a prospect’s personality type?

• Using social media profiles to your advantage
• Blending different personality types using specific surveys
• How much data is needed to understand a person’s personality type

#103.5: JR Butler, founder and CEO of Shift Group, joins Outbound Sales Lift Bonus Round to answer rapid-fire sales questions.

#103: In this episode, JR Butler joins Outbound Sales Lift to discuss how companies can recruit top sales talent. He discusses factors like sales process, unique IP, and equity that can help incoming SDRs get excited about an opportunity.

However, JR explains that companies should consider taking their recruiting efforts a step further by targeting entry-level sales reps who are focused on getting better and want to grow in their role versus those who are solely focused on a paycheck.

Lastly, JR shares his tips for closing a deal and ensuring that the top sales talent will thrive at your company.

EPISODE HIGHLIGHTS

01:00: How companies can position themselves to recruit top sales talent

• Missionary versus mercenary employees — how to spot them and which one is right for your company
• The importance of work-life balance and remote work

08:31: Discussion training and professional development in the hiring process

• Emphasizing competitive culture while providing the skills needed to succeed
• Selling a position through a job description

17:39: Positing your company well during the interview process

• Who should participate in interviews

#102.5: Amelia Taylor, lead evangelist at Regie.ai, joins Outbound Sales Lift Bonus Round to answer rapid-fire sales questions.

#102: Amelia Taylor joins Outbound Sales Lift to describe the role of sales evangelist and why more companies should consider investing in the position. An evangelist is focused on networking, connecting directly with prospects to build strong, trusting relationships.

Amelia explains that evangelists typically use social media, making connections online then having one-on-one conversations with prospects. She believes that no matter what stage of growth a company is in, the sales evangelist role can help develop key relationships that drive sales.

EPISODE HIGHLIGHTS

The basics: Explaining the sales evangelist role

• 01:27: What it means to be a lead evangelist
• 03:28: The difference between a sales evangelist and an SDR
• 06:42: Does the evangelist role sit in sales or marketing?

Digging deeper: How to incorporate a sales evangelist role in your company

• 10:34: The stage of growth during which companies should start thinking about a sales evangelist role
• 19:07: The differences between social selling and evangelism

Developing an evangelist: Doing it differently than “the way it’s always been done”

• 20:47: Moving beyond cold calling to a different type of outreach
• 23:35: Finding the right roles for your team

Jeanette Anttila is a professional board member and experient operational advisor for the investment company Summa Equity. She has previously worked as companies such as SAP and Klarna. 

In this episode Jeanette shares the top 5 things successful sales and marketing teams do differently: 

(Without mutual order) 

• Define and develop ICP
• Define and develop your Sales and Marketing Playbook
• Define the blueprint from Lead to Deal 
• Be data driven and use your CRM and Marketing Automation 
• Metrics that matters 

This episode is for you who are keen to have a high competitive advantage. 

#101.5: Yurii Veremchuk, head of business growth at Woodpecker, joins Outbound Sales Lift Bonus Round to answer rapid-fire sales questions.

#101: Imagine this — you start a cold call, mention your name and company, and instead of immediately remembering an important meeting they just can’t miss, your prospect says, “Hey, I know you.” Once you’re able to pick your jaw off the floor and start asking a few questions, you learn that your prospect has read a few of your posts on LinkedIn and maybe watched some of the sales videos you shared. What started as a cold call has quickly turned into a warm conversation.

And that’s the power of a personal brand.

Yurii Veremchuk joins Tyler Lindley to share tips and insights around how to build your personal brand and the importance of content in sales. He explains how social media can boost sales by elevating both individuals and the company profile. While it may seem daunting to get started, once you do, a personal brand can elevate your work in sales and may also enhance your understanding of yourself.

EPISODE HIGHLIGHTS

Building a personal brand in sales

• 00:51: Why a personal brand is important in sales
• 02:23: Using content to create your personal brand

Why a personal brand is also important for sales leaders

• 05:04: How a company benefits from a sales leader developing a personal brand
• 06:07: How you personally benefit from developing a personal brand as a sales leader
• 12:41: How to use data to show the impact creating content can have for your company

Challenges in getting started with building a personal brand

• 16:01: Connecting with leaders in your industry
• 18:03: Overcoming imposter syndrome
• 21:27: What if no one is interacting with your content right away?

#100: Host Tyler Lindley celebrates his 100th podcast episode by considering the connections between podcasting and sales. He explains how recording, producing, and releasing 100 podcast episodes have actually improved his sales techniques.

Tyler focuses on three things — organization, interviewing, and consistency — and explores how he’s had to hone each skill to deliver engaging and relevant episodes while also exploring the relationship to his work in sales.

EPISODE HIGHLIGHTS

Organization

• 00:55: The importance of research, production, and release when recording a podcast episode

Interviewing

• 01:40: Why staying quiet is just as important as asking good questions
• 02:41: How sales deals can be won or lost depending on the questions you ask

Consistency

• 02:36: Sales is about showing up

#99.5: Kellen Casebeer, sales advisor for Sales Driven Agency, and founder of a paid sales community called The Speakeasy, joins Outbound Sales Lift Bonus Round to answer rapid-fire sales questions.

#99: Do you know who you’re selling to? Sure, you have a name on a list, but who are they really? What keeps them up at night? What opening line will make them stay on the phone a beat longer to help you close a deal?

On the latest episode of Outbound Sales Lift, Kellen Casebeer shares the ins and outs of building and using an Ideal Customer Profile to help you sell. He explains how deep to go when developing a customer profile, who should be creating an ICP (hint: it’s probably you, at least in part), and how to use your profile to have a memorable conversation with a prospect.

Tyler and Kellen also dive in to attention-grabbing cold call introductions and how to use the concept of dilemmas to engage prospects.

If you want more than just a name on a list for your prospecting, this episode will help you understand the true value of developing an Ideal Customer Profile.

EPISODE HIGHLIGHTS

00:47: Kellen explains what an Ideal Customer Profile is, how to develop one, and who should be responsible for developing an ICP

05:24: How SDRs can go deeper in building their understanding of an ICP

07:11: Why being direct, and starting with known objections, can improve your cold calls

13:01: Defining dilemmas and using pattern interruption to better connect with prospects

17:26: The importance of not just understanding prospects’ pain points, but why they have yet to be resolved

ABOUT KELLEN CASEBEER

Kellen is a Sales Advisor for SDA & Founder of a paid sales community called The Speakeasy. He also sells a guide for breaking into remote sales without any selling experience.

#98.5 Channing Ferrer joins Outbound Sales Lift Bonus Round to answer rapid-fire sales questions.

#98: As sales teams are increasingly embracing remote work, leaders are finding that managing a remote sales team comes with a unique set of challenges. To explore the differences between in-person and remote management, Channing Ferrer joins Outbound Sales Lift to discuss his experience managing remote sales teams.<br>

Channing and Tyler explore the ins and outs of remote management including hybrid versus fully remote teams, how to connect and communicate with remote SDRs, in-person meetings, and peer enablement.<br>
EPISODE HIGHLIGHTS

Remote Leadership versus In-Person Leadership

• 02:06: How can you create accountability remotely given that SDRs are typically entry level employees?
• 03:38: Importance of a daily standup meeting to bring the sales team together for time-blocking
• 06:29: Advantages and disadvantages of hybrid sales teams

Communicating with Remote Sales Teams

• 09:41: How to set team norms when using Slack to communicate
• 13:06: Establishing communication methods as a manager — text, phone calls, etc.

Building Trust with Remote SDRs

• 17:45: Remote SDR enablement
• 19:18: Benefits of peer-to-peer sales coaching
• 21:48: Giving feedback when managing a remote sales team

ABOUT CHANNING FERRER

Channing is a Go-To-Market advisor, proven Chief Revenue Officer, and an early-stage investor. He has extensive experience developing and growing international teams, implementing processes & systems across global technology companies. He has helped both start-up and mature organizations to scale. His reputation for success is based on his experience designing inside and field sales teams and building processes across multiple Saas companies. He has consistently driven market leading revenue growth.

#97.5: Outbound Sales Lift Bonus Round is a series of rapid fire questions about sales. Thanks to our first bonus round guest, Jack Knight, for joining us.

#97: Host Tyler Lindley is joined by Jack Knight, founder of CallBlitz, to discuss coaching SDRs in cold calling. Jack explains the four types of call coaching and what he sees as the pros and cons of role playing. He shares specific tips to get reps comfortable making cold calls and the role of an SDR manager in developing their team.

Jack and Tyler compare notes on effective scorecards to provide actionable, useful feedback to sales reps. Lastly, they discuss coaching in a remote work environment and how to develop culture when your team isn’t regularly sharing an office.

EPISODE HIGHLIGHTS

SDR Call Coaching

• 00:52: Jack compares the four types of call coaching to sports, including the role of a coach or SDR manager
• 02:10: Why most SDR programs aren’t coaching

The Role of SDR Managers

• 09:21: What SDR managers need for an effective cold call role play
• 13:56: What makes an effective scorecard — keeping it simple and putting yourself in the prospect’s shoes

Sales Coaching and Culture in a Remote Work Environment

• 18:46: SDR coaching in remote work environments
• 26:07 Building culture in a remove work environment