In this episode of Future Proofed, Kyle Coleman, CMO at Copy.ai, sits down with Andrew Ettinger, Founder and CEO of Game Plan Partners, to discuss the evolving role of sales professionals in today's competitive landscape. Andrew shares insights from his extensive experience in enterprise software sales, highlighting the need for sellers to adopt a "mini-marketer" mindset. This conversation explores how the lines between sales and marketing are blurring, requiring sellers to create content, build communities, and drive conversions just like marketers.

Kyle and Andrew break down the "3 Cs" framework—Content, Community, and Conversion—demonstrating how modern sales reps can engage prospects more meaningfully by leveraging AI, data, and strategic thinking. The episode dives into how salespeople can generate demand by deeply understanding their buyer personas, applying data-driven approaches, and positioning themselves as thought leaders in their industries. They also discuss how leaders can support their teams in embracing this new approach, emphasizing the long-term benefits of combining sales and marketing techniques for maximum impact.

If you're a sales leader or professional looking to stay ahead, this episode is packed with actionable insights on how to blend sales and marketing strategies to elevate your success.

Here's a timestamped recap of the major sections discussed in this podcast:

00:00 - 02:11: Introduction and background on Andrew Ettinger's experience

02:11 - 05:46: Discussion of what worked for sellers in the past (10-20 years ago) vs. today

05:46 - 10:13: Breakdown of why individual sellers are struggling in the current environment

10:13 - 15:23: Introduction of the concept of "sellers as mini marketers" and generating demand

15:23 - 21:50: Explanation of the "3 Cs" framework: Content, Community, Conversion

21:50 - 26:27: Importance of understanding buyer personas at a deeper level

26:27 - 28:13: Role of leaders in enabling sellers to adopt this new mindset

28:13 - 31:46: Advice for leaders on implementing this approach, including leading by example

31:46 - 33:16: Additional benefits of this approach, including improved recruitment

33:16 - 34:07: Wrap-up and where to find Andrew Ettinger online

In this webinar, Kyle Coleman (CMO at Copy.ai) and sales expert Jenn Junkin reveal how cutting-edge AI is revolutionizing pipeline generation and empowering sales teams to sell more, faster.

You'll discover:

⚡️ How AI can automate up to 70% of the tedious research and outreach work for "PG Tuesdays" - freeing reps to focus on high-value selling activities

🔗 Powerful ways to seamlessly align your sales and marketing motions through AI-driven account intelligence and automated multi-channel plays

✨ The key to consistent, personalized multi-touch outreach at scale without sacrificing authenticity

Whether you're a sales leader, marketing pro, or rev ops specialist, this session will open your eyes to AI's immense potential for accelerating pipeline and driving explosive revenue growth. Join Kyle and Jenn as they draw from their extensive enterprise experience at companies like Salesforce, ServiceNow, and Clari. They'll share real-world examples and tactical advice for leveraging AI to gain an unfair competitive advantage. If you're ready to leave manual prospecting behind and embrace the future of intelligent selling, don't miss this must-see webinar!

Are you struggling to align your marketing, sales, and product teams around a cohesive go-to-market strategy? Join Kyle Coleman, CMO at Copy.ai, and Sangram Vajre, Co-Founder and CEO at GTMPartners, as they reveal the secrets to crafting a winning go-to-market playbook.

• Gain clarity on what "go-to-market" really means (beyond just marketing and sales)
• Learn how to shift from a minimal viable go-to-market to a differentiated point of view
• Discover frameworks to unify marketing, sales, and product around the total relevant market

In this podcast, you'll walk away with a deeper understanding of why having a unified go-to-market strategy is critical for driving sustainable growth – and how to get started.

The Path to Go-To-Market Mastery

The ability to align all customer-facing teams around a unified go-to-market motion is what separates the growth leaders from the laggards. Yet for many companies, executing an effective go-to-market strategy remains an elusive challenge.

In this session, go-to-market experts Kyle Coleman and Sangram Vajre will break down the core components of a world-class go-to-market playbook. You'll learn how to move beyond operating in silos to create a cohesive, customer-centric strategy that encompasses marketing, sales, product, and customer success.

Expand Beyond the Total Addressable Market

Discover why focusing solely on your total addressable market is limiting growth – and how to identify and capitalize on your total relevant market.

Leverage Account-Based Marketing: Unpack the power of account-based marketing and how a targeted, insight-driven approach can accelerate sales cycles and boost deal sizes.

Build Alignment Across Functions: Learn proven strategies to foster cross-functional collaboration and ensure marketing, sales, product and customer success are all operating from the same go-to-market playbook.

Meet Your Hosts

1. Kyle Coleman is the Chief Marketing Officer at Copy.ai, a leader in conversational AI for marketing teams. With over a decade of experience unifying marketing and sales departments, Kyle is passionate about eliminating "go-to-market bloat" and equipping revenue teams with the processes and playbooks to drive sustainable growth.

2. Sangram Vajre is the Co-Founder and CEO of GTMPartners, and the author of the best-selling book "MOVE: The 4-Question Go-To-Market Framework." A former marketing leader at Salesforce and Terminus, Sangram helped Pardot reach a $2.7B acquisition and has made go-to-market strategy his life's work through ventures like FlipMyFunnel and the Peak Community.

Timestamp

00:00.404 - Sangram explains why he missed Kyle and Alina at an event earlier.

00:29.432 - Kyle introduces Sangram as the co-founder and CEO of GoToMarket Partners. They discuss what "go-to-market" means and the importance of having a cohesive go-to-market strategy across the company.

03:08.974 - Sangram shares how the definition of go-to-market was expanded for him by Brian Halligan of HubSpot to include all business decisions, big and small.

07:48.441 - They discuss the need to ditch siloed "alignment" meetings in favor of inclusive go-to-market meetings where the best ideas can come from any function.

10:40.052 - Sangram explains the concept of the 15 go-to-market problems his research has identified that every company faces a subset of. Focusing on solving 1-2 at a time is crucial.

15:50.205 - Kyle shares how his previous CEO prioritized a few key initiatives each quarter to avoid getting pulled in too many directions.

19:21.731 - Sangram emphasizes that we are in a time of reinventing playbooks, and leaders need to get out of their traditional ways of thinking.

22:04.707 - They discuss the importance of having an opinionated, differentiated point of view in your content and thought leadership.

26:53.43 - Kyle asks about the challenge of go-to-market bloat and disconnected tech stacks at established companies.

29:22.033 - Sangram suggests focusing on 5-6 core integrated go-to-market tech solutions rather than a fragmented stack.

33:16.293 - They discuss the mindset shift required to do true 1:1 account-based marketing rather than mass blasting.

36:17.872 - Sangram shares research showing only 43% of leaders are confident they'll hit their numbers this year.

37:43.052 - Sangram explains why he signs emails with "Love, Sangram" based on his faith.

38:48.12 - Sangram recommends the book "From Strength to Strength" about focusing on loving people over things.