Move: The Go To Market Podcast

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298: Flashback - The 22 Immutable Laws of Marketing Aug 27, 2019

Show notes

Despite being a mere two hour read, The 22 Immutable Laws of Marketing provides immense clarity. Detailed amongst the 22 immutable laws, reside lifelong lessons that are extremely relevant to people in Marketing and Sales; as well as if you’re someone who's building a leadership team, a company and you’re grappling with associated challenges.

While most people and organizations are focused on pursuing the trends and changes occurring throughout the world’s markets, this book instead makes a brilliant case as to why we should stay grounded in what’s not changing.

In other words, the 22 immutable laws.

In this interview, Sangram chooses to focus on his three favorite laws of the 22.

One of the biggest realizations one could make through the explanation of the laws of leadership, category and focus is that Marketing is a battle of perceptions.

When it comes down to it, in order to gain a competitive advantage in order to win the hearts and minds of your target market, the first step is to change the way you think about Marketing … you need to change your perceptions.

Then after applying the “22 Immutable Laws”, the rest will fall into place.

297: How to Make a Difference at Work and In Your Career Aug 27, 2019

Show notes

When you work in marketing, whether it is ABM or traditional marketing, you sometimes can get caught up in the latest tools. but for Heidi Melin, the CMO of Workfront, a Work Management platform company based in Utah, the more important assets are the members of your team.

Over a long and varied career, she has learned valuable lessons about risk taking, change, listening to your gut, leadership, and what it's like to be a highly successful career woman and mom.

296: Pivoting from a Startup Leader to a Scale-up Leader w/Brian Halligan Aug 27, 2019

Show notes

A scaling up company leader needs to shed his startup skin and re-emerge as a whole new animal. (S)he needs to:

Let the experts you hired make their best decisions
Make your major changes in the startup phase
Regardless of industry, tech’s holy grail has an enterprise back-end, and consumer-friendly front end
The leader sets the tone and makes the big picture decisions
Make your product easy to buy and use - no exceptions
Make a plan, prioritize, and stick with it

295: How Commitment Creates Movement Aug 27, 2019

Show notes

Here’s a big idea that can change your life and maybe the world around you:

Commitment creates movement.

Commitment is how you achieve anything meaningful in your life. Let’s say you wanted to lose weight. You have to commit to making it happen.

You worked out, you slept, you ate right, all those things happened and you got in better shape. But then you stopped having the same commitment. Guess what came up? Excuses, and excuses don't create movement.

Commitment to your purpose will create clarity of focus, which means that if you know where you're going, then it will create clarity, not just for you but people around you.

294: Flashback - How to Measure ABM Success w/ Masha Finkelstein Aug 27, 2019

Show notes

What if you modeled the way you made friends after account-based marketing?

Crazy, right? Maybe not.

I recently chatted with Masha Finkelstein and asked her this very question.

Her answer was incredibly insightful.

Say you just moved to a new town, you don’t know anybody, and are looking to make friends. You never know if you’re going to be close friends with somebody, so you take the ABM approach.

First, you figure out your ideal friend profile. You identify a set of interests, hobbies, or traits that you desire in a friend.

Second, you look through your “network” of acquaintances to see which of the people in that group have those traits that you’re looking for.

Third, you talk to them.

You talk to their friends. You show them that you have those same traits.

Instead of talking to 100 people, you zero in on the people who match the traits you desire in a friend.

Lastly, you see which of those people have the intent of making new friends, and begin to explore things beyond your initial shared interests.

The big question in ABM, as well as life, is really quite simple:
Are you creating deeper relationships with the right people?

Listen to my conversation with Masha by clicking the link in the first comment.

293: How to Make Your Customers Feel at Home Aug 27, 2019

Show notes

My former boss Marc Benioff, the founder of Salesforce, is a genius at turning customers into evangelists. I have learned so much from him that I now use in my own company.

This week, James and I completed another #FlipMyFunnel episode in our series discussing Marc Benioff’s Behind the Cloud book.

Here we talk about the many ways Marc made Salesforce their customers’ home and how you can apply those lessons to your business.

292: How to Bring About Change and Get Everyone on Board Aug 27, 2019

Show notes

How can a leader bring about change in their organization and get everyone on board?

It's Take Over Tuesday and today my host David Lewis is speaking with Ruth Rowan who handles the Group Executive Marketing at Dimension Data.

Learn how to paint the picture of the future and get your team to understand why change is important, why taking time to explain and creating a journey for your team to join you on is important, how simplifying can create more purpose and more by listening to this episode.

291: What is Branding and How Iconic Brands Do It w/Hayley Berlent Aug 27, 2019

Show notes

Where do great ideas come from?

From people who have seen the world from a different point of view.

That’s what Hayley Berlent says. And she would know.

Hayley was born in Potchefstroom, a small town in South Africa. So small, in fact, that it only had one stop light.

Later in life, Hayley moved to the United States - New York City, to be specific - where she built a thriving career and became a brand expert. She has worked with organizations like Aetna, Memorial Sloan Kettering, and the YMCA to develop their own brands.

Now, she runs her own brand consultancy agency, The Additive Agency.

Hayley came on the #FlipMyFunnel show to share her expertise on creating an iconic brand.

Check it out.

290: Why Being Respected is More Important Than Being Liked Aug 27, 2019

Show notes

When it comes down to it, being respected is more important than being liked.

Being respected is a long term play for somebody’s betterment. Being liked is a short term play of avoiding the difficult situations.

It may not be what you want to hear, but the most important lessons in life most often come from those that everybody respects, but not everybody seems to like.

Steve Jobs. Elon Musk. Jeff Bezos.

Pleasing others is easy, but respect is difficult.

What kind of leader do you want to be? One that is respected? Or one that is liked?

289: How This Terminus User is Adopting ABM to Drive Growth Aug 27, 2019

Show notes

Why do I want to brag about Pramata who’s web traffic has gone down?

To be clear, it’s gone down directly because of using Terminus.

Jeremy Middleton is the Senior Director of Digital Marketing at Pramata. This episode of #FlipMyFunnel comes from a recent Terminus Customer of the Month event in which Jeremy was our guest speaker.

Jeremy’s company specializes in working with large companies with complex customer relationships who struggle to manage them for a number of reasons related to portfolio size/complexity and a very low operating margin.

Companies like this suffer from revenue leakage, an issue that many in the organization don’t know about, are in denial of, or simply don’t care about.

Jeremy unpacks the ways in which the company struggled prior to using Terminus and adopting an ABM model, and how and why his business growth is accelerating now.

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