Podcast
The Transaction
Hosted by Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction · EN
Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.*
Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market.
But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving B2B revenue growth that you can take and implement in your own go-to-market roles.
Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode.
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.
Join our newsletter to get every episode + exclusive extras & insights right in your overcrowded inbox: https://thetransaction.substack.com/
About Your Hosts
Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie.
Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard.
The Transaction is produced by Sam Guertin.
*This claim is entirely unsubstantiated and is made wholly based on the subjective judgment of the inherently biased people who are part of this show.
30episodes
Episodes
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Narrow Down Your Damn ICP with David Politis - The Transaction - Ep. 34
Dec 5, 202400:50:28Summary readyWhat would you say if your CEO told you they wanted to speak with 100 customers in 100 days? That’s exactly what our guest, David Politis, did and he still thinks it’s one of the best things he’s done in his career.David, the Founder and Executive Chairman of BetterCloud and Host of Not Another CEO Podcast, joins co-hosts Craig Rosenberg and Matt Amundson for a must-listen episode for founders, CEOs, and B2B execs. David explains why having a smaller TAM (Total Addressable Market) is actually good for smaller or newer-stage companies. There are also great discussions about when landing a big customer can be a bad thing for your company’s roadmap, why meeting with customers is so critically important for leaders, and how to stand out as a sales rep to book meetings with decision-makers at ideal customers.Also, Matt gets a very meaningful head nod and Craig is called an inspiration, a high that his ego may be chasing for a long time.Critical TakeawaysNarrow down both your ideal customer profile and your ideal buyer persona. While this may seem counterintuitive, the larger your TAM (Total Addressable Market), the slower your company will grow. When you try to go after too many customer profiles and buyer personas, your budget, time, and effort get dispersed across them and it’s harder to gain a real foothold in any niche from which you can later expand beyond.When you focus on one key buyer persona within one ICP (Ideal Customer Profile), you can delve deeper into understanding not only how they will use your product, but also what your product actually means to them. For example, when Matt was working in marketing automation, he was able to understand that his product gave buyers a seat at the revenue table and made their jobs easier.Especially for early-stage startups, there is nothing that is more valuable than talking with your customers. Those conversations function as critical data points that you can use in every aspect of the company, from writing messaging and crafting sales narratives to building new features and raising funds. Proving to people that you and your email or message aren’t just automated is harder than ever now, so to really cut through the noise and get noticed, you need to do things that can’t be automated. In-person and handwritten things work well for this.Sponsored SegmentRingmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.comChapters00:00 When Craig Met David, His Forever-23-ish Wunderkind06:07 Stop Supersizing Your TAM, Narrow Down Your ICP09:34 The Dangers of Landing a Whale Client & How To Handle Your Big Fish18:11 Which Comes First, The Product or The Persona?23:19 Why a CEO Would Want to Meet 100 Customers in 100 Days30:48 Sales Reps Need To Take The Opposite Approach to Automation41:50 Creating Memorable Moments for Prospects & Customers Through Events47:50 Matt Provides His Expert Critique of David’s Art ExhibitionSign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“In the early stage, every customer conversation is gold.” - David Politis“There's nothing that you can do that's as valuable as meeting customers, once you're an executive.” - Matt AmundsonConnect with DavidLinkedIn: https://www.linkedin.com/in/davidpolitis/ BetterCloud Website: https://www.bettercloud.com/ Work-Bench Website: https://www.work-bench.com/ Not Another CEO Podcast: https://podcast.notanotherceo.com/ The StartUp Founder Survival Guide: https://www.linkedin.com/posts/davidpolitis_startup-founder-survival-guide-david-politis-activity-7158455968194875393-QVdh ShoutoutsChris Degnan: https://www.linkedin.com/in/chris-degnan-524470/ Nick Mehta: https://www.linkedin.com/in/nickmehta/ Phil Fernandez: https://www.linkedin.com/in/phil-fernandez-6902881/ Jon Miller: https://www.linkedin.com/in/jonmiller2/ Ryan Azus: https://www.linkedin.com/in/ryanazus/ Megan Eisenberg: https://www.linkedin.com/in/meageneisenberg/ Warburg Pincus: https://warburgpincus.com/Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
Summary
Startup Stunts & Loving Your Customers with Kyle Porter - The Transaction - Ep. 33
Nov 21, 202400:58:19Tap to summarizeHow do you steal the spotlight from Marc Benioff at Dreamforce? By hiring a Benioff impersonator. Yes, Kyle Porter and the Salesloft team ACTUALLY did that. But they didn’t stop there…Joining co-hosts Matt Amundson and Craig Rosenberg to chat about the amazing stunts pulled in the early days of Salesloft and how to build a healthy company culture is Kyle Porter himself, the Founder and Board Chair of Salesloft. Beyond bringing a Benioff doppelganger to Dreamforce, Kyle shares some brilliant plays his team used to drive brand awareness and become the biggest story at their competitor’s conference. Kyle also dives into how he built a loving culture within Salesloft and how that loving culture was extended to and felt by their customers. Also, Craig provides a gripping tale about his experience with an elevator and Matt sets the record straight on whether a presentation he gave was sweaty or swear-y.Sign up for our Newsletter: https://thetransaction.substack.com/Critical TakeawaysWhen you really love your customers and they can actually feel that love, they are willing to go to bat for you and your company. Because Matt felt that Kyle loved him-as a customer-he would defend and promote Salesloft when others were defending or promoting a competitor.Building a strong company culture is more important than ever. It should be built on love–in a platonic way–for the members of your organization. A healthy organizational culture translates to better team dynamics, productivity, and ultimately, better customer interactions and satisfaction.Dare to be different, especially when it comes to events. People will only really remember 1-2 things from an event, so it’s critical to make that shortlist. A bigger booth doesn’t necessarily make you more memorable. Most event booths zig, so find a way to zag, even if it means doing something other than a booth (Sorry if that one hit too close to home).Sponsored SegmentThis episode is 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.Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.comChapters00:00 Introducing Kyle Porter!08:25 Awesome SaaS Stunts from the Salesloft Team26:00 The Importance of Organizational Culture and Leadership30:18 Loving Your Customers32:54 Building a Community & Leveraging Customer Advocacy44:28 How to Build a GREAT Sales Deck and Engage with Key Decision Makers50:36 The Impact of Kyle’s Brand as a FounderEpic Quotes“We're going to continually love and serve our customers and our people better than anyone else. And when you care more than anyone else, you're going to win ultimately.” - Kyle Porter“When a customer bought SalesLoft, I had the mentality that they had just saved my life and I was going to treat them as such” - Kyle Porter“Taking care of your employees Actually helps you take care of your customers” - Matt AmundsonConnect with KyleLinkedIn: https://www.linkedin.com/in/kyleporter/ Website: https://www.salesloft.com/ Kyle’s post about the Marc Benioff Impersonation (with pictures): https://www.linkedin.com/pulse/20141022175506-2446560-how-we-impersonated-the-salesforce-com-ceo-for-one-of-the-best-marketing-hacks-at-dreamforce/ The Puppy Party for #Unleash17: https://x.com/Salesloft/status/872167164123459584 ShoutoutsJon Birdsong: https://www.linkedin.com/in/birdsong/ Mike Damphousse: https://www.linkedin.com/in/damphoux/ Behind the Cloud by Marc Benioff: https://amzn.to/3CE8WXS AJ Gandhi: https://www.linkedin.com/in/anjaigandhi/ AJ Gandhi’s episode of The Transaction: https://thetransactionpod.com/episodes/navigating-market-success-with-aj-gandhi-the-transaction-ep-26 Cam Melson: https://www.linkedin.com/in/cameronmelson/ Anthony Zhang: https://www.linkedin.com/in/theanthonyzhang/ Tami McQueen: https://www.linkedin.com/in/tamimcqueen/ Business Insider Article about Benioff for President Campaign: https://www.businessinsider.com/dreamforce-2015-adrian-grenier-wants-to-be-marc-benioffs-running-mate-2015-9 Sean Kester: https://www.linkedin.com/in/theseankester/ Mac Reddin: https://www.linkedin.com/in/mac-reddin/ Kevin O’Malley: https://www.linkedin.com/in/omalley/ Peter Kazanjy: https://www.linkedin.com/in/kazanjy/ Carolyn Feibleman: https://www.linkedin.com/in/carolynfeibleman/ Nick Mehta: https://www.linkedin.com/in/nickmehta/ Maria Pergolino: https://www.linkedin.com/in/mariapergolino/ Trish Bertuzzi: https://www.linkedin.com/in/trishbertuzzi/ Steve Richard: https://www.linkedin.com/in/saleskickoffspeaker/ John Barrows: https://www.linkedin.com/in/johnbarrows/ Jason M. Lemkin: https://www.linkedin.com/in/jasonmlemkin/ Mark Suster: https://www.linkedin.com/in/marksuster/ Brad Feld: https://www.linkedin.com/in/bfeld/ Ken Krogue: https://www.linkedin.com/in/kenkrogue/ Love the show? Give us a shoutout on LinkedIn and tell what you loved!
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Defining Metrics & Aligning Goals with Tricia Gellman - The Transaction - Ep. 32
Nov 14, 202400:45:35Tap to summarizeWhat does an opportunity mean to you? Would the rest of your company give the same answer? Probably not. But not to fear, GTM leader, because Tricia Gellman, the CMO of Box joins hosts Matt Amundson and Craig Rosenberg to explain how to fix the cracks between sales and marketing. Tricia outlines the importance of having shared goals across sales and marketing teams, why defining terms clearly is so critical, and what it’s like for those selling AI tools to B2B buyers.Also, Craig recounts his time spent hanging out with reps at Dreamforce and Matt gushes about the events TOPO used to run.Critical TakeawaysA crucial component in driving sales and marketing alignment is using the same metrics and dashboards to accomplish shared goals. Consistency and agreement on these metrics will help streamline the goal-setting process, reduce friction, and ensure everyone is working towards the same company objectives.Clearly define what constitutes an opportunity and different stages within the pipeline. Aligning these definitions across marketing and sales will prevent discrepancies and confusion, leading to more accurate performance tracking and reporting.Invest in brand building. A strong brand is essential for long-term success and helps in making conversations happen at the C-suite level. This investment continues to pay off by fostering word-of-mouth recommendations and creating a lasting impression in the minds of decision-makers.Building a community, especially around high-level executives and key decision-makers, can significantly enhance your brand's reach and credibility. Hosting events and creating opportunities for peer networking add tremendous value and deepen customer loyalty.Sponsored SegmentThis episode is 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.Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.comChapters00:00 Tricia's Italy Trip & Career Advice03:08 Overcoming the Challenges of a CMO04:51 Managing Pipeline in the Current Environment08:56 How to Align Marketing and Sales Teams23:26 Aligning Incentives Across Teams24:01 Defining Opportunities and Meetings25:18 Adapting to AI in Sales27:13 Transitioning to a New CMO Role32:22 Building Community and Product AlignmentSign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“Saying you can't do it because you don't have the data is just a cop out.” - Tricia Gellman“Everybody works to their goals. Whatever the incentive is, that's what people work towards.” - Tricia Gellman “One of the key roles of leadership across sales and marketing is really being clear on who are we going after? Why are we going after it? And then, how are we going to go after it?” - Tricia GellmanConnect with Tricia GellmanLinkedIn: https://www.linkedin.com/in/gellmansfmarketing/ Website: https://www.box.com/home ShoutoutsMini Peiris: https://www.linkedin.com/in/mini8ture/ Maria Pergolino: https://www.linkedin.com/in/mariapergolino/ Sydney Sloan: https://www.linkedin.com/in/sydsloan/ Ted Purcell: https://www.linkedin.com/in/tedpurcell/ Latané Conant: https://www.linkedin.com/in/latane-conant/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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AI Idea Starters, Influencers, & LinkedIn with Dave Gerhardt - The Transaction - Ep. 31
Nov 7, 202400:53:03Tap to summarizeWow, Season Two is kicking off strong with this incredible episode with Dave Gerhardt, the Founder & CEO of Exit Five. Dave joins Craig Rosenberg and Matt Amundson to share how he approaches AI for B2B marketers, why influencers present a huge opportunity for B2B, and the outsized impact that building a Founder Brand can have for companies. Also, Matt shares his innermost feelings about Dave and Craig examines his own facial hair.Critical TakeawaysSocial media should be treated as the primary marketing channel, not just a supplementary piece of your strategy.AI is best used as an “idea starter” to get your writing going, rather than relying on AI to do the actual writing itself.Working with micro-influencers who have a strong, niche following can be highly effective in B2B. To see good results, it's important to create offers and content that align with what their audience wants to see. Narrowing down your Ideal Customer Profile (ICP) is crucial. Starting with a more specific market allows for easier traction and learning which you can later apply more broadly. Sponsored SegmentNew Sponsor coming soon!Interested in becoming a sponsor of The Transaction? Contact transactionpod@samguertin.comChapters00:00 Matt provides a safe space for Dave02:06 Discussing Founder Brand and Marketing Strategies04:45 The Power of Personal Branding and Social Media09:42 AI in Marketing: Opportunities and Misconceptions20:00 Influencers and LinkedIn Strategies for B2B26:19 Understanding the Full Funnel in Marketing27:26 The Power of LinkedIn and Social Media31:18 Narrowing Down Your Ideal Customer Profile (ICP)37:03 The Drift Success Story40:00 Building a Strong Brand and Content Strategy46:56 An In-depth Review of Craig’s Facial HairSign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“Social media is the way marketing happens in our lives today.” - Dave Gerhardt“I use [AI] a lot as my writing partner, you can't really have writer's block anymore because you kind of always have something to get going” - Dave Gerhardt“I love you.” - Matt AmundsonConnect with DaveLinkedIn: https://www.linkedin.com/in/davegerhardt/ Website: https://www.exitfive.com/ Podcast: https://media.exitfive.com/podcast ShoutoutsAdam Robinson: https://www.linkedin.com/in/retentionadam/ Bland AI: https://www.bland.ai/ HeyGen: https://www.heygen.com/ Danielle Messler: https://www.linkedin.com/in/daniellemessler/ Natalie Taylor: https://www.linkedin.com/in/nataliecstaylor/ Capsule: https://capsule.video/ Planful: https://planful.com/ Mac Reddin: https://www.linkedin.com/in/mac-reddin/ David Politis: https://www.linkedin.com/in/davidpolitis/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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Align and Conquer with Carlos Hidalgo - The Transaction - Ep # 30
Oct 24, 202400:49:36Tap to summarizeToday Matt and Craig open the floodgates to actionable marketing insights with seasoned guest, Carlos Hidalgo Co-Founder and CEO of Digital Exhaust. The episode focuses on the landscape of marketing, shedding light on the challenges and missteps related to AI, new technologies, and the tendency to chase after shiny objects. It examines the struggles CMOs face in balancing short-term demands with long-term strategies, emphasizing the significance of mutual respect and alignment between marketing, sales, finance, and product teams for sustainable success. Takeaways:Treat sales, finance, and product teams as partners. Spend dedicated time to understand their perspectives and needs, just as you would with external customers.Avoid reliance on broad ICP (Ideal Customer Profile) definitions. Instead, invest in detailed customer insights and keep them updated.Encourage shared goals amongst all business teams to foster a sense of joint accountability and drive consistent messaging and strategy.Resist the temptation to engage in short-term tactics at the expense of long-term strategy. Balance immediate actions with initiatives that build sustainable growth.Use customer insights to drive the creation of valuable content, campaigns, and product features that genuinely address customer pain points.Integrate sales feedback into marketing plans to ensure campaigns and content meet the practical needs of the sales process.Celebrate joint successes and publicly acknowledge contributions from different teams to reinforce the value of teamwork.Chapters:00:00 Introduction / Why Are You Bitter Today?02:08 Guest Introduction: Carlos Hidalgo02:30 Carlos' Story: Meeting Craig07:54 Market Misconceptions and Shiny Object Syndrome08:57 The Importance of Customer Understanding10:38 CMOs and the Seat at the Table18:09 Alignment Across the Organization25:58 Shared Goals and Compensation27:47 Customer-Centric Marketing28:18 Addressing Sales Roadblocks32:41 The People Problem in Alignment35:39 The Role of Marketing in Sales Success38:10 Understanding the Customer42:13 Final Thoughts and ConclusionQuote of the Show:“Growth doesn't go out of style. Growth has always been the goal.” - Carlos HidalgoSponsor: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 Carlos:LinkedIn: https://www.linkedin.com/in/carlosahidalgo/ Website: https://digitalexhaust.co/ Shoutouts:Phil Fernandez https://www.linkedin.com/in/phil-fernandez-6902881/ Ray Rike https://www.linkedin.com/in/rayrike/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ McAfee https://www.mcafee.com/ ZoomInfo https://www.zoominfo.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
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Building Trust and Reputation in Today's Market with Jon Miller - The Transaction - Ep # 029
Oct 17, 202400:48:54Tap to summarizeIn this episode, Matt and Craig welcome Jon Miller, Co-Founder of both Marketo and Engagio, who discusses the evolution of B2B marketing and sales strategies. They critique traditional methodologies like MQLs and programmatic email marketing, stressing the need for creativity and relationship-building. Key themes from this episode include the significance of content quality over quantity, customer-centric approaches, and the foundational role of market positioning and core fundamentals. The conversation explores the strategic shift required of modern CMOs, the importance of proprietary research, personal branding, and community building for reputation, and the necessity of evolving marketing metrics and reporting to reflect new market realities.Takeaways:Emphasize creating high-quality, valuable content that genuinely addresses the needs and interests of your target audience. Avoid the temptation to flood the market with low-value, high-volume content.Assess the effectiveness of current marketing tactics and adapt to evolving market dynamics. Consider moving away from outdated methods that no longer resonate with buyers.Shift the focus from treating buyers as leads to nurturing relationships and providing genuine value. Evaluate how your strategies impact customer satisfaction and loyalty.Use long-form content like podcasts, research reports, and comprehensive guides to build authority and engagement.Encourage key executives and thought leaders within the company to build their personal brands. This can amplify the company's reputation and provide a human touch to your corporate identity.Create content based on unique, proprietary data that your organization possesses. This positions your company as a thought leader and provides valuable insights that only you can offer.Invest in creating and nurturing vibrant communities both online and offline, including organizing events, fostering online forums, and creating spaces for meaningful interactions.Chapters:00:00 - Discussing Matt’s Haircut01:29 - Guest Introduction: Jon Miller07:13 - Challenges in Modern Marketing12:45 - Customer-Centric Strategies20:48 - Content Creation and Market Education24:35 - Reputation vs. Brand: Building Trust in the Marketplace24:57 - Leveraging Personal Brands and Proprietary Research29:06 - The Role of Community in Reputation Building33:06 - Positioning and Differentiation: The Key to Market Success40:53 - The Evolving Role of the CMO43:48 - Concluding ThoughtsQuote of the Show:“We've lost sight of the core fundamental. The true core fundamental is a mindset of what's right for the customer.” - Jon MillerSponsor: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 Jon:LinkedIn: https://www.linkedin.com/in/jonmiller2/ Website: https://www.jonmiller.com/ Shoutouts:Gretchen DeKnikker https://www.linkedin.com/in/gretchend/ Outreach https://www.outreach.io/ SalesLoft https://www.salesloft.com/ Gong https://www.gong.io/ Carta https://carta.com/ DemandBase https://www.demandbase.com/ Adam Robinson https://www.linkedin.com/in/retentionadam/ AudiencePlus https://audienceplus.com/ John-Henry Scherck https://www.linkedin.com/in/jhtscherck/ Rippling https://www.rippling.com/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ 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
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Advisor Avengers: Assembling Your Network with Carilu Dietrich - The Transaction - Ep # 28
Oct 10, 202400:45:59Tap to summarizeIn this episode, Matt and Craig explore the role of advisors in driving B2B business growth with Carilu Dietrich, an ex-CMO and current hypergrowth advisor to CEOs and CMOs. Carilu shares her insights on the importance of having a skilled team of advisors to support executives, highlighting the need for different types of advisors at various growth stages. The discussion also delves into the nuances of building valuable professional networks and how to effectively seek and maintain advisory relationships. The episode emphasizes that the right advisory connections can be pivotal in determining the success and growth trajectory of a business.Takeaways:Determine the specific areas where your team lacks expertise and seek advisors who can fill those knowledge gaps.Create advisory roles with clear goals, timelines, and built-in review periods to ensure the relationship remains beneficial.Actively attend and engage in industry events and speaking engagements to build your network.Regularly nurture relationships with your network through periodic meetings and informal get-togethers to maintain strong connections.Maintain a small group of trusted individuals who are intimately familiar with your challenges and can provide immediate feedback.When reaching out to potential advisors or network connections, reference their work and specify how their expertise could help with your current challenges.Continuously assess the value derived from advisory relationships and refine your advisory strategy to better align with your evolving business needs.Chapters:00:00 - Introducing B2B Famous05:29 - The Importance of Advisors10:10 - Building Trust with Advisors14:08 - Effective Executive-Advisor Relationships21:29 - The Value of Continuous Learning23:37 - The Quest for Knowledge and Networking25:06 - The Role of Advisors in Business26:41 - Building and Leveraging Networks30:43 - Effective Outreach Strategies39:56 - The Importance of Layers in Networking42:24 - Conclusion and Final ThoughtsQuote of the Show:“Trust is the biggest currency we have in business.” - Carilu DietrichSponsor: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 Carilu:LinkedIn: https://www.linkedin.com/in/cariludietrich/ Website: https://www.carilu.com/ Shoutouts:Maria Pergolino https://www.linkedin.com/in/mariapergolino/ Dennis Lyandres https://www.linkedin.com/in/dlyandres/ Atlassian https://www.atlassian.com/ 1Password https://1password.com/ Oracle https://www.oracle.com/ Rick Schultz https://www.linkedin.com/in/rischultz/ Databricks https://www.databricks.com/ Diego Lomanto https://www.linkedin.com/in/diegolomanto/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ 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
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Triple T POV with Dan Gottlieb- The Transaction - Ep # 27
Oct 3, 202400:57:06Tap to summarizeIn this episode, Craig and Matt host Dan Gottlieb, Vice President Analyst at Gartner. They discuss sales strategies, highlighting the need for modern sales organizations to rethink their talent strategies, simplify sales processes, and intelligently apply technology. Dan shares insights from Gartner research on the competencies of high-performing sales reps and the importance of adaptability, tactical flexibility, and AI partnership. They also discuss the challenges and opportunities in adopting AI in sales, the value of point-of-view selling, and how technology can enhance sales tactics.Takeaways:Focus on hiring and developing talent that exhibits essential future skills like mentalizing, tactical flexibility, and AI partnership. Develop hiring processes that test these competencies through practical exercises and scenarios.Replace overly complex sales methodologies like MEDIC and MedPIC with simplified processes centered around developing a differentiated point of view and creating compelling business cases, making the sales process more agile and buyer-focused.Emphasize practical applications such as AI-led sales research and automated transcription summaries to optimize efficiency.Encourage sales teams to be creative and adaptable in their approach to customer interactions and deal-making. Move away from rigid sales processes that can stifle innovation and responsiveness.Implement visual and interactive tools, such as virtual whiteboards for discovery and technical discussions. These tools can enhance engagement and collaboration during the sales process.Simplify and streamline buyer interactions by maintaining a focus on value delivery at each stage of the sales process. Ensure that your sales methodologies take into account the total buyer journey from initial engagement to final sale.Shift focus from generic approaches to more tailored, client-specific solutions. This entails understanding client needs deeply and adjusting your offerings to meet those needs uniquely.Chapters:00:00 - Discussing the Map and National Parks02:34 - Introducing Dan Gottlieb05:02 - Dan's Professional Journey10:28 - Sales Strategies and Talent Acquisition28:30 - Brief “Airplane” Reference 29:27 - Simplifying the Sales Process31:15 - Exercises in Sales Interviews32:50 - Point of View Selling34:13 - Interactive Discovery Techniques37:28 - AI in Sales Tech42:24 - Challenges in AI Adoption51:41 - Storytelling in Sales56:05 - Closing out the EpisodeQuote of the Show:“Think about what great prospecting is. It's all about finding a point of view and delivering that in a time that makes sense with a message that makes sense, but it originates from a point of view.” - Dan GottliebSponsor: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 Dan:LinkedIn: https://www.linkedin.com/in/danielpgottlieb/ Website: https://www.gartner.com/en Shoutouts:Glacier National Park https://www.nps.gov/glac/index.htm Cutco https://www.cutco.com/ Miro https://miro.com/ Lucid Chart https://lucid.co/ ZoomInfo https://www.zoominfo.com/ Gong https://www.gong.io/ Outreach https://www.outreach.io/ Clary https://www.clary.com/ John Barrows https://www.linkedin.com/in/johnbarrows/ Ashley Welch https://www.linkedin.com/in/awelch1/ Microsoft CoPilot https://copilot.microsoft.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
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Navigating Market Success with AJ Gandhi - The Transaction - Ep # 26
Sep 26, 202400:53:52Tap to summarizeIn today’s episode, Matt and Craig are joined by AJ Gandhi, Chief Growth Officer at Marlin Equity. The discussion is an in-depth exploration of go-to-market (GTM) strategies. They cover the importance of core selling skills, the impact of over-reliant sales enablement tools, and the undervalued power of creative marketing. AJ emphasizes the critical role of coherent, cross-functional collaboration in GTM strategies and the need to reassess current methods to align with today's discerning buyers. They also discuss the importance of accurate marketing spend, talent development, and the overlooked strategic role of customer and partner funnels in driving business growth.Takeaways:Be realistic about growth objectives and ensure that spending on sales and marketing is justified by actual returns.Focus more on marketing activities influencing the self-managed buyer's journey as buyers become more self-sufficient.Prioritize marketing activities that can quantitatively demonstrate influence on the buyer’s journey rather than just focusing on attribution metrics.Define and rigorously pursue your Ideal Customer Profile (ICP).Create and maintain a targeted list of potential customers. Ensure all marketing and sales efforts are aligned with engaging this list.Implement structured hiring and talent assessment practices to ensure you are onboarding the right people.Ensure the CEO and executive team understand the value of different marketing and sales strategies and invest in the most promising approaches.Chapters:00:00 - Introduction and Paella Party Realization01:06 - AJ's Networking and Social Schedule06:59 - The Value of In-Person Problem Solving10:48 - Rethinking Go-To-Market Strategies14:15 - The Importance of Marketing in the Buyer’s Journey21:38 - Holistic Approach to Pipeline Management28:50 - Marketing Spend and Attribution41:24 - Challenges in Sales Talent Development47:34 - Evaluating Marketing Investments50:04 - Building a Winning Team51:14 - Closing Thoughts and FarewellQuote of the Show:“People just need to step back and almost like forget all the stuff that they're doing that's part of the standard playbook. Take a step back and really think about what are we trying to do here and how do we actually influence these buyers’ dreams.” - AJ GandhiSponsor: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 AJ:LinkedIn: https://www.linkedin.com/in/anjaigandhi/ Website: https://www.marlinequity.com/ Shoutouts:Sydney Sloan https://www.linkedin.com/in/sydsloan/ Ryan Azus https://www.linkedin.com/in/ryanazus/ RingCentral https://www.ringcentral.com/ Marc Benioff https://www.linkedin.com/in/marcbenioff/ Jen Igartua https://www.linkedin.com/in/jen-igartua/ Salesforce https://www.salesforce.com/ Guy Rubin https://www.linkedin.com/in/rubinguy/ 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
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From Siloed Heroics to Aligned Growth Playbooks with John Common - The Transaction - Ep # 25
Sep 19, 202400:57:35Tap to summarizeIn this episode of 'The Transaction,' Matt and Craig are joined by John Common, CEO of Intelligent Demand, to discuss various aspects of B2B growth strategy. The conversation focuses on the importance of different go-to-market motions, ICP targeting, and the implementation of cross-functional alignment. John stresses moving beyond tactical focus to strategic integration, operationalizing alignment, and realistically tackling people problems to achieve scalable growth. The episode wraps up with a focus on practical steps for CEOs and ELTs to improve business performance through clearly defined roles and metrics, and learning from successful case examples.Takeaways:Regularly assess and adjust the ICP (Ideal Customer Profile) to ensure that targeting remains focused and effective. This ensures marketing and sales aim at the most lucrative customer segments.Translate alignment from a conceptual level to actionable, everyday practices. Implement clear role definitions, SLAs, and regular cross-functional meetings to ensure sustained alignment.Distinguish between primary and secondary go-to-market motions. Focus resources on getting exceptionally good at one or two primary motions before expanding efforts.Constantly educate and train leadership and teams on effective go-to-market strategies and the importance of cross-functional collaboration. Consider establishing training programs or workshops for this purpose.Sales and marketing should collaborate closely during the budgeting process to ensure coherent and mutually supportive plans. Present a unified budget to the board to reinforce company-wide commitment to shared goals.When facing alignment or performance issues, carefully diagnose whether they stem from role misalignment, poor management, or cultural issues. Address these root causes rather than defaulting to replacing personnelThe CEO or top leadership must set a strong precedent for cross-functional collaboration. Leaders should emphasize the importance of integrated strategies and reinforce them by example and mandate.Chapters:00:00 - Craig’s Hat and John's Music03:50 - Transition to Business Talk05:19 - Discussing Business Alignment08:28 - The Importance of Integrated Growth Plays25:17 - Professed vs. Actual Alignment29:05 - Realistic Expectations for Operators29:26 - Challenges in Sales and Marketing Alignment31:57 - Product Management in SMBs33:21 - Scaling Post Product-Market Fit36:49 - The Role of Heroics in Business Success47:20 - Final Thoughts and ReflectionsQuote of the Show:“By doing more, you actually might be hurting your brand more, you might be pissing buyers off more, and you definitely will be wasting your budget more.” - John CommonSponsor: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:LinkedIn: https://www.linkedin.com/in/johncommon/ Website: https://intelligentdemand.com/Podcast: https://www.growthdrivershow.com/ Shoutouts:Mark Kosoglow https://www.linkedin.com/in/mkosoglow/ Ray Rike https://www.linkedin.com/in/rayrike/ Salesforce https://www.salesforce.com/ Definitive Guide to Lead Scoring https://business.adobe.com/resources/guides/lead-scoring.html Quartet https://www.quartet.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
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