This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott, to discuss how marketing can help sales defeat the biggest competitor in many B2B deals - do nothing.

They discuss:

Quantify the cost of inaction
Understand persona needs
Lower risk of change
Bring proof
Build internal consensus

Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to celebrate 6 years of the podcast.

Over a fabulous cocktail, they revisit the first chat they had in the bar, about expressing your point of view in “unprecedented” times and how this relates to his work today, and their discussion two weeks ago about showing your “pointy bits”.

Enjoy!

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The Links

The people:

Ian Truscott on LinkedIn
Jeff Clark on LinkedIn
Robert Rose on LinkedIn

Mentioned this week:

The JOLT Effect
What is Customer Indecision? Understanding and Overcoming Buyer Hesitation
The Greatest Sales Deck I’ve Ever Seen | by Andy Raskin | Mission.org | Medium
Rockstar CMO FM #9 - Ahmed Hasan and Cocktails with Robert Rose
Robert’s podcast: This Old Marketing
Robert’s newsletter: Lens, his websites, robertrose.net and seventhbear.com

Rockstar CMO:

The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

We’ll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
Prince - Nothing Compares 2 U (Official Music Video)

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

Learn more about your ad choices. Visit megaphone.fm/adchoices

The Fighting Do Nothing and 6 Year Anniversary Episode