Move: The Go To Market Podcast

Latest Episodes:

156: How to Break Out of Sales Obscurity by Leveraging Social Selling w/ Koka Sexton Aug 27, 2019

Show notes

Most of your sales team is using LinkedIn wrong. As a marketer, your job is to teach sales how to leverage their social media to get visibility.

Visibility creates opportunity.

You may have the cure to the world's deadliest disease, but it won’t save anyone if nobody knows about it.

Train your sales team how to break out of social media obscurity and promote their visibility online.

155: How to Execute ABM on a Small Scale w/ Matt Walsh Aug 27, 2019

Show notes

In today's episode, Kaitlin interviews Matt Walsh, Founder of Noted Analytics all about how to do account-based marketing and sales at a smaller organization.

P.S. If you haven't gotten your tickets to #FlipMyFunnel 2018 yet, you still have a few days! If you're in Boston, register here to grab the $50 practitioner pass: bit.ly/2kbNw95

154: Making Yourself Essential w/ David Pyrzenski Aug 27, 2019

Show notes

My friend David Pyrzenski talks about the “Essentialism Scale.”

In short, how ingrained into your organization is a product?

How vital a role do the power users of that product play in your organization?

Think about SalesForce.

It’s fully ingrained in the companies that use it, and those “power users” are crucial players.

They’re few and far between. They command a pretty penny.

On the other side is Excel.

It might be fully ingrained, but Excel users are a dime a dozen.

So where does your product fall on the Essentialism Scale? Is your product a commodity, or is it ingrained? Are your power users pawns? Or just players?

153: Netflix Culture code: Giving Your Team Freedom Aug 27, 2019

Show notes

Most huge companies aren’t generally known for the “freedom” they offer their employees.

But Netflix isn’t most huge companies.

Most huge companies curtail their freedom as they get bigger and bigger. They tighten down the clamps on their people.

But at Netflix, they’ve adopted something entirely different.

Instead of a culture of process adherence, they’ve created a culture of freedom and responsibility. One of innovation and self-discipline.

Treat your people like people, and they’ll hang around. Treat them like employees, and watch them head for the doors.

152: How Leading With Your Weaknesses Can Fast-Track Your Sales Cycles w/ Todd Caponi Aug 27, 2019

Show notes

Stop selling as if you’re a perfect 5.0.

Products with a 4.2 - 4.5 out of 5 star review sell better than those with a perfect 5.0.

Why? Because vulnerability fosters trust.

A product with a perfect review sounds like a salesperson’s dream, but modern consumers are wary of products that sound too good to be true (because they almost always are!), assuming an authenticity and transparency from a slightly lower rating.

We recently had the chance to sit down with Todd Caponi, author and sales researcher, whose passion and curiosity about sales growth has led him to dig deep into the neuroscience behind this vulnerability “phenomenon”.

During our chat, Todd explained why being upfront about your products’ vulnerabilities can not only earn the trust and business of potential customers, but can shorten your sales cycles.

151: ABM in the Enterprise Aug 27, 2019

Show notes

So you’ve decided that ABM might be right for you.

Obviously, I think that’s a smart decision, (otherwise I wouldn’t be doing what I’m doing today!)

But how do you go about implementing? How do you begin to turn that ship that is your organization towards doing ABM in a sustainable, holistic way?

My friends Raianne Reiss & Joe Quinn shared at a recent #FlipMyFunnel event, and I think had some remarkable insight.

Joe laid out the first thing that his company did when diving into ABM, which was that they went back through their account tactics, and documented the ones that they knew worked.

When all was said and done, they had 17 proven tactics for their ABM toolbox that they knew had proven impact on accounts.

From there, they funneled them into 3 buckets, asking themselves 3 questions:

How do we introduce our sales account owners to new buying centers or new managers not in database?
How do we ensure that the customers who are using our products are supported?
How do we defend against our competition?

Have you recently started to implement ABM into your strategy? How has it worked for you? What have been the successes and road blocks?

Let me know in the comments!

You can also catch Joe & Raianne’s full interview at the link in the first comment.

150: Why Sales/Marketing Alignment Is Foundational for NI's ABM Strategy w/ Kristen Novak Aug 27, 2019

Show notes

In this episode Kaitlin interviews Kristen Novak, Account-Based Marketing Manager for Strategic Accounts at National Instruments.

149: How To Get Everyone Involved In Customer Success w/ David Pyrzenski Aug 27, 2019

Show notes

Customer success is not the job of one person.

It’s the job of your entire organization!

Everyone has a role to play. Even for those departments who define themselves as “Professional Services” instead of “Customer Success.” The specifics of the role might be different, but the goal is the same: Happy customers.

David Pyrzenski recently started as the VP of Professional Services at Terminus, and he had to work across his entire organization to find out what his customers wanted.

What was customer success defined as? Which KPIs correlated to success? What checkpoints did the most successful customers hit and how could David & his team replicate those steps?

David recognized in this new role, that his team’s role was not on an island, he needed to bring in as many groups as possible in his organization to serve customers the right way.

So, here’s a specific challenge for marketers this week: Invite your sales counterparts into your plan. “Look what we have and give us your feedback.” They’ll be more connected.

The next time you’re thinking about going to an event that has a marketing focus, invite your salespeople! Because at the end of the day, your marketing efforts are there to help them make more sales.

148: Netflix Culture Code: Highly Aligned, Loosely Coupled Aug 27, 2019

Show notes

Having issues coordinating your organization’s teams?

You’re not alone.

Fortunately, Netflix has given us a prime example of how best to tackle the challenge of keeping a rapidly growing business under control. It involves unifying your teams on a strategic nucleus and allowing them to work toward the goal as their unique tactics deem necessary.

We talk about that and more on today’s episode.

147: Creating Meaningful Marketing in the B2B World w/ Soon Yu Aug 27, 2019

Show notes

“It’s isn’t always the biggest, baddest, or fastest mouse trap that gets the mice.

It’s the one with the stinkiest cheese.”

And this translates directly to marketing.

So says Soon Yu, author of the new book, Iconic Advantage: Don't Chase the New, Innovate the Old.

Soon helps companies realize that they don’t have to be the fastest, biggest or have the best technology in order to be successful. But they do have to connect with their audience, and the best way to do that is through meaningful marketing.

If there is no emotional connection created with customers, they’re just competing on price. There aren’t many winners in that game.

In this episode of the #FlipMyFunnel Podcast, we chat with Soon about B2B storytelling, chasing the new versus innovating the old, and three qualities behind the most successfully innovative and iconic companies.

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