Move: The Go To Market Podcast

Latest Episodes:

601. Measuring the Hard-to-Measure with Marketing Mix Modeling May 05, 2020

Show notes

Sometimes in life, it’s the hard-to-measure things that make the biggest impact.

Can you quantify your love for family and friends, your artistic sensibilities, your passions? And maybe you don’t need to. You just know they matter.

But when it comes to marketing, not measuring the hard-to-measure things can lead to some seriously unwise decisions.

In this #TakeoverTuesday episode, guest host Steve Watt sits down with Chris Engman, CRO/CMO of Proof Analytics, to learn how marketing mix modeling can help you better understand these hard-to-measures and spend your marketing budget wisely.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

600. Melinda Sung on Going from Intern to VP May 04, 2020

Show notes

These days, it’s no secret that most people hop around multiple jobs in their careers. Gone are the days of having any expectation to retire from the same company you started at.

So, going from intern to VP is almost unheard of in the modern working world.

But my guest today, Melinda Sung, spent about a decade doing exactly that.

After finishing the marketing classes for her major early and needing to fill up some class time, Melinda decided to take some finance classes, which led to an internship.

And now she’s a VP.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

599. How Should You Budget for ABM? May 02, 2020

Show notes

Sam Melnick, VP of Marketing for Marketing Performance Management firm Allocadia, provides a framework for thinking about the best way to allocate budget for Account-Based Marketing.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

598. An Inside Look at Oracle’s Account-Based Strategy May 01, 2020

Show notes

Ready for an account-based strategy treat? This week Steve Watt continues as a guest host on this takeover episode. He interviewed Kelvin Gee, Sr. Director of Modern Marketing Business Transformation.

With a title like that, you know this interview is going to be packed with insights into revolutionary account-based strategy and tactics.

Kelvin talks about accentuating your strengths, and hiding your weaknesses with your account-based strategy. (And, we even got him to share some of his tech stack secrets with us!)

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

597. To Break Through, Be Willing to Break Your Routine Apr 30, 2020

Show notes

You’ve heard the advice:

Wake up at 5 am and get your routine right
Take cold showers to spark up your creative brain
Have a routine to gain maximum productivity
Eat like a tadpole and not like a frog (what does that even mean?)

These types of advice are not about doing the things themselves. Instead, the underlying truth is when you’re stuck, you should break your routine and try something new.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

597. ABM is About Trust More than Awareness Apr 28, 2020

Show notes

So, you’re an ABM marketer of a little fish in a sea of big fish.

A lot of people think that marketing a small to medium-sized B2B company in a market dominated by giants is all about awareness.

The problem is companies looking to hire a new player instead of an established one aren’t making that decision based on their awareness of your company.

They are asking themselves questions like:

“Do I have the confidence that this vendor has the capabilities of delivering what they say?”

“If something goes wrong, will they help me or abuse the situation?”

“Are they trying to convince me to adopt something totally new or are they a better version of something I already believe in?”

This is especially true for large deals.

On this #TakeOverTuesday, Chris Engman CRO, CMO and lead investor at Proof Analytics joins the show to talk about:

4 big failures in ABM
2 key ways to win

Chris Engman is also an author of the amazing book Megadeals, a deep analysis of what goes into landing large, complex B2B deals.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

596. Bob Burg on The Go-Giver Influencer Apr 27, 2020

Show notes

Ah, influencers. They seem so modern, right? As though spawned by LinkedIn and Instagram — or at least no further back than Myspace.

But influencers must go as far back as communication — the first humans who mastered that probably earned a loyal following and thousands.

Maybe a bunch of supportive handprints under their cave-paintings.

It may have looked different, but I’ll bet they did it the exact same way the greatest influencers do it now — empathy, understanding and knowing when to shut up and listen.

These are the skills Bob Burg says any great influencer always needs.

Bestselling co-author of the Go-Giver Book series, Bob came on the show to talk about the latest in the series, “The Go-Giver Influencer,” which looks at what makes the greatest influencers become so influential.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

594. How Reply Marketing Can Help with Sales Apr 24, 2020

Show notes

Email marketing is a huge component of a campaign and when we let replies just drop, we lose the potential of future customers.

When we focus on reply marketing, we can essentially help our sales team gain more valuable information on the customer making the customer journey more specific.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

593. How to Practice ABM Using the TEAM Framework Apr 24, 2020

Show notes

We have a surprise for you:

Instead of our host, Sangram, interviewing someone, he was actually interviewed for a webinar called the 4 Steps to ABM Success. Sangram, and the webinar hosts, David Garrow and Justin Kitagawa, discussed the 4-step ABM process called TEAM.

And we brought you all the highlights right here.

The webinar was hosted by David Garrow, the Technology Content Strategist for HG DATA and Justin Kitagawa, Sr. Director of Product Marketing & Operations at HG DATA.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

592. Why Experimenting is the New Marketing Apr 24, 2020

Show notes

Question: If your company had 40 events per year instead of 1, would you improve as if you had 40 years worth of learning?

This question has to do with the benefits of an iterative approach which is one of the pillars of agile marketing.

There is a lot of confusion about what agile marketing is, and many dismiss it as just the latest buzzword. But In this episode of #FlipMyFunnel, we’re joined by Jim Ewel, former Vice President of Marketing at Microsoft.

Jim unpacks why iterative, goal-aligned experimentation is a superior strategy to large expensive campaigns.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.

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