Episodios

  • Episode 23 - Jim Blasingame on the Age of Customer Relevance: Human Connection in a Digital World

    Episode 23 - Jim Blasingame on the Age of Customer Relevance: Human Connection in a Digital World
    Aug 14 2024
    Jim Blasingame on the Age of Customer Relevance - Industrial Growth Institute Podcast Episode # 23 with Ed Marsh Summary Jim Blasingame, a consultant, strategist and futurist, chats with host Ed Marsh about the importance of capitalism and the concept of abundance. He emphasizes the need for businesses to adapt to the digital age and prioritize relevance in order to succeed. Blasingame also highlights the significance of storytelling in connecting with customers and building relationships and shares insights from his book, 'The Age of the Customer,' which focuses on the impact of digital transformation and the customer's control over interactions. Additionally, he discusses: the importance of helping customers and their customerschallenges faced by industries slow to embrace changeimpact of the 2008 GFC (great financial crisis) on business decision-makingimportance of veterans in the workforcevalue of building customer communitiesneed for leadership and ownership transitions in businessesthe power of analog human connections in a digital age. Takeaways Capitalism is the only ideology that continues to work and provide abundance.Businesses must adapt to the digital age and prioritize relevance to succeed.Storytelling is a powerful tool for connecting with customers and building relationships.Helping customers and their customers is crucial for long-term success.Industries that are slow to embrace change may struggle to stay relevant. The 2008 financial crisis had a significant impact on decision-making in businesses, leading to a shift in authority and decision-making power.Veterans bring valuable skills and attributes to businesses, including organization, discipline, and decision-making abilities.Building customer communities and demonstrating values are essential for businesses to attract and retain customers in the digital age.Leadership transitions and ownership transitions are critical for the growth and success of middle-market companies.Analog human connections and high touch interactions are still essential in a digital world.Businesses should focus on loving and nurturing their customers to build long-term relationships and loyalty. Takeaway Quotes from Jim Blasingame "Capitalism is ugly and complicated and unfair and brutal. It can be lots of things that are not so sweet, but still the only one that works.""The best way to describe capitalism is abundance.""Help your customers help their customers. If you want to have loyal customers, you can't just be transactional.""After 2008, that person who'd maybe been with the company 20 or 30 years was no longer there. They were replaced by a younger person who was given no budget, no authority.""I used to call on the president of that company, the CEO of that company. And I'd go in there and I'd say, hey, George, I got this idea here. And George would say, how much? About $8 million. And George would reach over and push the button and say, send bill in here or Mary in here and Mary would come in a VP a senior VP and George would say here Jim wants to do this make it happen." Check out Jim's website LinkedIn: Jim Blasingame and Ed Marsh Twitter: Jim Blasingame and Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript Chapters 00:00 Introduction and Jim Blasingame's Background 02:11 The Power of Capitalism and Abundance 06:37 Adapting to the Digital Age and Prioritizing Relevance 10:19 The Role of Storytelling in Connecting with Customers 14:17 Helping Customers and Their Customers 43:13 The Impact of the 2008 Financial Crisis 46:32 The Challenge of Decision-Making in the Digital Age 51:31 The Importance of Being a Generalist 53:46 The Value of Veterans in the Workforce 59:15 Building Customer Communities in the Digital Age 01:02:34 Leadership and Ownership Transitions in Businesses 01:09:23 The Struggle for Proficiency in Hobbies 01:10:44 Preparing for the Silver Tsunami 01:14:51 The Power of Inorganic Growth 01:17:10 Creating Content and Overcoming Perfectionism 01:21:20 Analog Human Connections in a Digital Age 01:23:32 Loving and Nurturing Customers for Long-Term Success #Podcast #Leadership #Relevance #DecisionMaking #Community #Veterans #SilverTsunami #Digital #HumanConnection #Storytelling #Capitalism #AgeOfTheCustomer #B2BStorytelling
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    1 h y 25 m
  • Episode 22 - Dan Ott on Generational Conflicts in Industrial Marketing and Sales

    Episode 22 - Dan Ott on Generational Conflicts in Industrial Marketing and Sales
    Aug 7 2024
    Dan Ott on Generational Conflicts in Industrial Marketing and Sales - Industrial Growth Institute Podcast Episode # 22 with Ed Marsh Summary In this episode Ed Marsh interviews Dan Ott, the Creative Content Manager for the National Tooling and Machining Association (NTMA). They discuss the challenges faced by middle-market industrial manufacturing companies, particularly in the machine shop industry, and the need for a shift in mindset and marketing strategies. They also explore the importance of building relationships and trust with customers, the role of content in industrial marketing, and bridging the generational gap in the industry. They cover various topics related to marketing in the manufacturing industry and touch on the role of marketing in attracting production talent. Other topics include: importance of showcasing clean and organized manufacturing facilities to attract talent and change misconceptions about the industrygenerational differences in marketing and sales activities, emphasizing the need for humility and open-mindedness on both sidesrole of marketing in building and maintaining relationships with customersimportance of creating success contentvalue of trade associations like NTMA and the need for active engagement to fully benefit from membership. The conversation concludes with a discussion on the role of AI in marketing and the importance of flexibility and adaptability in the industry. Takeaways Middle market industrial manufacturing companies, especially in the machine shop industry, face challenges in adapting to changing market dynamics and technology.Traditional marketing strategies in the industry, such as emphasizing years of experience and facility size, are no longer effective.Building relationships and trust with customers is crucial in industrial marketing, and content plays a key role in facilitating conversations and establishing credibility.There is a need to bridge the generational gap in the industry, with older generations being more resistant to technological changes and younger generations needing to develop in-person relationship-building skills.Content in industrial marketing goes beyond written material and includes various forms of communication, such as videos, online courses, and knowledge bases.The machine shop industry can be made more appealing and enticing through creative content that showcases the capabilities and intricacies of machining processes. Clean and organized manufacturing facilities can help attract talent and change misconceptions about the industry.Humility and open-mindedness are essential for successful marketing and sales activities, especially when bridging generational differences.Trade associations like NTMA offer valuable networking, learning, and advocacy opportunities for manufacturers.Flexibility and adaptability are key in the manufacturing industry, both in terms of work arrangements and marketing strategies. Takeaway Quote from Dan Ott "I honestly think that the two biggest things that get in the way, even the biggest thing is just pride because they've done things for so long and it's worked for so long that the idea that someone would come in and tell them how to do what they've done for 20 to 30 years is just completely out of left field." Check out Dan's website LinkedIn: Dan Ott and Ed Marsh Twitter: Ed Marsh Instagram: Dan Ott and Ed Marsh YouTube: @NTMANow and @EdMarsh Show Transcript Chapters 00:00 Challenges and Mindset Shifts in Middle Market Industrial Manufacturing 14:38 Building Relationships and Trust in Industrial Marketing 21:33 The Role of Content in Industrial Marketing 25:22 Bridging the Generational Gap in the Machine Shop Industry 36:39 Expanding the Definition of Content in Industrial Marketing 43:32 Making the Machine Shop Industry Appealing and Enticing 46:23 Bridging Generational Differences 48:53 Overcoming Pride and Embracing Humility 52:43 The Importance of Listening and Learning 54:48 Creating Success Content for Customer Retention 56:39 The Value of Trade Associations 01:02:31 Flexibility and Adaptability in Work and Marketing 01:10:32 AI in Marketing: A Tool, Not a Replacement 01:18:17 Preparing for In-Person Events 01:25:05 Final Thoughts on Industrial Marketing #IndustrialMarketingAndSales #IndustrialSalesAndMarketing #AI #IndustrialSales #IndustrialMarketing #ManufacturingMarketing #NTMA #IMTS #Pride #IntergenerationalConflict #MachineShops #Trust #Humility #Content #ContentMarketing #DemandGeneration #LeadGeneration
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    1 h y 28 m
  • Episode 21 - Cece Kintner on Marketing and Sales Operations for Industrial Manufacturers

    Episode 21 - Cece Kintner on Marketing and Sales Operations for Industrial Manufacturers
    Jul 31 2024
    Cece Kintner on RevOps and Marketing and Sales Operations for Industrial Manufacturers - Industrial Growth Institute Podcast Episode # 21 with Ed Marsh Summary Cece Kintner, Director of Marketing and Sales Operations at TekStream Solutions, shares her insights on industrial marketing and sales, trade shows and events, and the evolution of buyer behaviors. Cece emphasizes the importance of understanding the changing role of buyers, the need for sales and marketing alignment, and the value of sales enablement. She also discusses: the impact of technology on marketing and salesimportance of understanding buyer personasrole of CRM in the sales processchallenges and strategies of aligning marketing and sales in the industrial sectorneed for sales reps to trust and utilize the tools and resources provided by marketing. Cece also explores the impact of the internet on channel sales and the role of social media in the industrial industry, and the value of user groups and communities in building relationships and sharing experiences. The conversation concludes with Cece sharing insights on the role of AI in marketing and sales, the importance of experimentation and testing, and the need for continuous learning and adaptation in the ever-changing digital landscape. Takeaways Buyers now do extensive research before engaging with a companySalespeople play a crucial role in building relationships with buyers and partners, and their success depends on having the right tools and support from marketing.B2B buyers have higher expectations for refined experiences, similar to B2C experiences, so companies need to adapt and provide personalized and valuable interactions.Marketing and sales operations (revenue operations (RevOps)), are essential for aligning marketing and sales teams and providing the tools and processes needed for success.Understanding buyer personas and tailoring messages to different stakeholders within a buying team is crucialEvents and trade shows are still importantCRM use is not optionalSales reps should trust and utilize the tools and resources provided by marketing to enhance their selling process.The internet has transformed channel salesUser groups and communities play a vital role in building relationshipsAI can be a valuable tool for generating ideas and refining marketing strategies, but human creativity and judgment are still essential.Experimentation, testing, and continuous learning are key to staying ahead in the digital landscape of marketing and sales. Takeaway Quotes from Cece Kintner "Buyers don't come to me or to my team to ask all of their questions any longer. Before we even know who they are or that they have interest in our product, they have done research.""Salespeople are relationship builders to start. Number one, they have a duty to build a relationship with their buyers and with their partner sales managers." Check out Cece's website LinkedIn: Cece Kintner and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript Guide to Building an Effective Sales Tech Stack Sales Operations for Industrial Manufacturers Marketing and Sales Operations Chapters 00:00 Introduction and Background of Cece Kittner 04:40 Understanding the Evolution of Buyer Behaviors in Industrial Marketing 07:05 The Importance of Sales and Marketing Alignment in Industrial Sales 20:49 The Value of Understanding Buyer Personas in Industrial Marketing 25:39 The Role of CRM in the Sales Process 47:10 The Impact of the Internet on Channel Sales 49:40 The Importance of Social Media in the Industrial Industry 52:41 The Value of User Groups and Communities 56:06 The Role of AI in Marketing and Sales 01:04:46 Effective Prospecting Strategies 01:06:43 Partnerships in the Industrial Sector 01:10:06 Experimentation and Continuous Learning in the Digital Landscape 01:15:00 Bridging the Gap Between Sales and Marketing 01:19:26 The Risk of Speeding Past Opportunities #B2BSales #SalesOps #SalesOperations #RevOps #RevenueOperations #MarketingOps #MarketingOperations #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #Podcast #ComplexSales #SalesAndMarketingAlignment #RevenueGrowth #ManufacturingRevenueGrowth #CRM #MarketingAutomation #SalesEnablement #SalesTechStack #ChannelSales #SalesChannel #IndirectSalesChannel #BuyerPersona
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    1 h y 22 m
  • Episode 20 - Jon Russo on Account Based Marketing and Sales for Industrial Manufacturers

    Episode 20 - Jon Russo on Account Based Marketing and Sales for Industrial Manufacturers
    Jul 24 2024
    Jon Russo on Account-Based Marketing and Go To Market Strategies - Industrial Growth Institute Podcast Episode # 20 with Ed Marsh Summary In this episode, Ed Marsh interviews Jon Russo, a three-time global CMO and the founder of B2B Fusion. They discuss account based marketing (ABM) and its evolution into account-based go-to-market strategies. They also touch on the importance of executive commitment, sales enablement, and the integration of marketing and sales. Jon emphasizes the need for data-driven decision-making and the common mistakes made in strategy and tactics as well as: having a clear ideal customer profile (ICP) when developing an account-based go-to-market strategyneed for a long-term approach, the right technology to support and track the strategyimportance of training sales teams to focus on the ICPvalue of marketing and sales collaborationneed to add value to prospects by addressing their specific business needs. Their conversation concludes by exploring the challenges and opportunities of AI in the go-to-market space, the importance of community and events, and the need for great content in marketing efforts. Takeaways Account-based marketing (ABM) has evolved into account-based go-to-market strategies, integrating marketing and sales.Executive commitment is crucial for the success of ABM and other go-to-market strategies.Sales enablement is important in helping sales teams execute marketing strategies effectively.Industrial manufacturers can benefit from applying the same rigor and data-driven approach to marketing and sales as they do to manufacturing and operations.Optimizing the funnel and executing tactics require a focus on sales and marketing productivity and the ownership of data. Having a clear ideal customer profile (ICP) is crucial for developing an effective account-based go-to-market strategy.A long-term approach is necessary for success in account-based go-to-market, with a focus on building relationships and adding value to prospects.Technology plays a key role in supporting and tracking the account-based go-to-market strategy.Marketing and sales teams must collaborate closely and align their efforts to effectively target and engage the ideal customer profile.Great content is essential for attracting and engaging prospects, and events can be a valuable tool for building relationships and sharing insights.AI has the potential to transform go-to-market strategies, but accuracy and data quality are important considerations.Community engagement and continuous learning are important for staying up-to-date with industry trends and best practices. Takeaway Quotes from Jon Russo "Account-based go-to-market is target account sales with marketing mixed in.""ABM has evolved into a go-to-market motion and is less about account-based as a function.""You don't know what your white space is. Who do I target? How do I target? Your sellers are kind of going through the morass of their systems trying to piece all this information together and they're losing valuable time." Check out Jon's website LinkedIn: Jon Russo and Ed Marsh Twitter: Jon Russo and Ed Marsh Instagram: Ed Marsh YouTube: @B2BFusion and @EdMarsh Show Transcript Learn more about ABX and Account Based Marketing for Industrial Manufacturers Chapters 00:00 Introduction and Background 06:02 The Evolution of Account-Based Marketing 13:36 Account-Based Go-to-Market Strategies 28:07 Starting a Business and Frustration with Data 42:17 Common Mistakes in Strategy and Tactics 45:10 The Challenges of Upselling and Targeting 47:00 Nashville's Focus on Technology, Healthcare, and Manufacturing 52:49 Identifying the Ideal Customer Profile (ICP) 56:13 The Importance of a Long-Term Approach 58:23 Starting Small and Building Momentum 01:00:37 The Opportunities and Challenges of AI 01:08:12 Embracing Change and Taking Risks 01:10:49 The Importance of Great Content 01:14:03 The Power of LinkedIn and Continuous Learning #ABM #ABX #AccountBasedMarketing #AccountBasedSales #SalesEnablement #B2BSales #EnterpriseSales #IndustrialSales #IndustrialMarketing #EventMarketing #Community #ContentMarketing #AccountBasedGoToMarket #GTM #TargetAccountSales #ManufacturingMarketing #Podcast #salesAndMarketing #SalesAndMarketingAlignment #RevenueGrowth #RevenueGrowthStrategy
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    1 h y 25 m
  • Episode 19 - Ben Tagoe on Using Data to Optimize Your B2B Sales Hiring and Performance

    Episode 19 - Ben Tagoe on Using Data to Optimize Your B2B Sales Hiring and Performance
    Jul 17 2024
    Ben Tagoe on the Power of Data and Analytics to Improve B2B Sales Performance - Industrial Growth Institute Podcast Episode #19 with Ed Marsh Summary Ben Tagoe is the CEO of Objective Management Group (OMG), a company that provides talent assessments for sales teams. He and Ed discuss the importance of data in sales and how OMG uses data to help companies hire and develop top-performing salespeople. Ben explores: the unique value proposition of OMGcomparing sales specific skill assessments vs. personality and behavioral testing toolsa decline in sales training investmenthow OMG's assessments provide accurate data for hiring decisions They also discuss the role of an assessment in a sales hiring process and other sales related topics including: the importance of continuous learning and personal developmentproductivity, hiring, and the future of salesthe challenges of hiring and retaining salespeople, particularly in the context of changing demographics and job market trendsthe importance of measuring the cost of sales hiring mistakesthe need for quick decision-making in managing sales teamspotential of AI in sales and the importance of personalization in sales outreach The conversation concludes with Ben reiterating the power of data in making management decisions and the importance of storytelling in presenting data effectively. Takeaways Data is crucial in sales and can be used to improve hiring and develop top-performing salespeople.Objective Management Group (OMG) provides talent assessments for sales teams, helping companies identify and train their salespeople.Ben Tagoe's background in finance and data modeling has shaped his understanding of the power of data in making better business decisions.Let's Get Ready is a nonprofit organization that provides college counseling and SAT tutoring to students from under-resourced backgrounds.OMG's unique value proposition lies in their ability to provide sales-specific talent assessments and their extensive data on sales competencies and performance.OMG aims to scale and work with thousands of companies in the future, leveraging their data-driven approach to improve sales effectiveness. OMG's tools are skills assessments that measure specific sales skills correlated to success.Personality tests are not effective in evaluating sales skills. - Many sales training programs only treat symptoms rather than addressing the root cause of underperformance.OMG's assessments provide accurate data for hiring decisions, but should be used in conjunction with other hiring processes.Onboarding and coaching are crucial for success in sales.The channel distribution model allows OMG to scale expertise and provide value to partners.The changing demographics and job market trends necessitate a reevaluation of hiring and retention strategies.Measuring the cost of sales hiring mistakes is crucial for understanding the impact on the business.Data is essential in making management decisions, but it must be presented in a compelling and coherent story. Takeaway Quote from Ben Tagoe "Investment in sales training was not keeping pace with trends in sales hiring." Check out Ben's website Support Let's Get Ready - Website and YouTube LinkedIn: Ben Tagoe and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @ObjectiveManagementGroup and @EdMarsh Show Transcript Chapters 00:00 The Role of Data in Sales and Revenue Growth 04:01 From Finance to Data Modeling: Ben Tagoe's Background 06:24 Let's Get Ready: Empowering Students from Under-Resourced Backgrounds 14:18 OMG's Unique Value Proposition: Sales-Specific Talent Assessments 29:53 OMG's Tools vs. Other Assessment Options 34:02 The Decline in Sales Training Investment 36:58 Using OMG's Assessments for Sales Hiring Decisions 43:31 Taking the Gut Feeling Out of Hiring Decisions 47:39 Realizing the Full Potential of Individual Contributors 49:27 The Benefits of the Channel Distribution Model 51:18 Continuous Learning and Managing Personal Energy as a CEO 01:03:14 Adapting to Changing Demographics and Job Market Trends in Sales Hiring 01:06:45 Measuring the Cost of Sales Hiring Mistakes 01:14:45 The Potential and Challenges of AI in Sales 01:17:24 Data-Driven Decision Making: The Power of Data and Storytelling in Sales #SalesHiring #SalesRecruiting #B2BSales #ComplexSales #SalesImprovement #SalesCoaching #SalesTraining #SalesTransformation #SalesEffectiveness #SalesEfficiency #SalesCandidateAssessment #SalesTesting #OMG #DataScience #Statistics #PrivateEquity #RevenueGrowth #ObjectiveManagementGroup
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    1 h y 27 m
  • Episode 18 - Franz Josef Schrepf on Partnership Ecosystems and Go To Market Strategy

    Episode 18 - Franz Josef Schrepf on Partnership Ecosystems and Go To Market Strategy
    Jul 10 2024
    Franz Shrepf Lays out the Power of Partnership Ecosystems and the Nearbound Movement - Industrial Growth Institute Podcast Episode #18 with Ed Marsh Summary In this episode, Ed Marsh interviews Franz Schrepf, a director of strategic partnerships at StreamYard and a renowned expert on partnerships. They discuss the importance of partnerships in tech revenue growth and how it applies to various industries. Franz shares his journey from being a Bavarian banker to working in the tech industry in Northern California, and the conversation covers various topics including: the power of face-to-face interactionspersonal branding in partnershipsthe importance of partnerships and how they can create a competitive advantage for companiesthe concept of an ideal partner profile and the different types of partnerships that exist. Franz emphasizes the need for partnerships to be mutually beneficial and aligned with the goals of both companies involved. He suggests that by partnering with market leaders and integrating their products, companies can attract more customers and gain a competitive advantage. They also discuss: Nearbound aims to redefine partnerships as a go-to-market strategy for all departments within a companyIndirect sales channels, such as value-added resellers, are examples of partnerships that are still relevantSales enablement content plays a critical role in supporting partnerships and sharing the better together storyOrganizational structure for partnerships depends on the type of partnerships a company focuses on, with teams often sitting in marketing, sales, or product departments Franz closes with the thought that the biggest risk for businesses in the next five years is staying top of mind for customers. However, partnerships present a significant opportunity for companies to leverage existing trust and customer bases to succeed in a rapidly changing landscape. Takeaways Partnerships are a strong trend and a key driver of revenue growth in the tech industry.Partnerships leverage trust and recommendations to acquire new customers and access new audiences.Partnerships can create a competitive advantage for companies by leveraging shared customers and social capital.An ideal partner profile should focus on companies that have a customer overlap and can help achieve mutual goals.Different types of partnerships exist, such as marketing partnerships, technology partnerships, and service partnerships.The Nearbound movement redefines partnerships as a go-to-market strategy for all departmentsIndirect sales channels, like value-added resellers, are still relevantSales enablement content is crucial for supporting partnerships and sharing the better together storyThe organizational structure for partnerships depends on the type of partnerships a company focuses onStaying top of mind for customers is a significant challenge in an era of AI and automationPartnerships present a significant opportunity for companies to leverage existing trust and customer bases Takeaway Quotes from Franz Schrepf "If you partner with the market leader, all the competitors will want to partner with you as well." "There is a special magic to being in person." "Good marketing means being at the right time at the right place." Check out Franz' website Franz' TEDx talk LinkedIn: Franz Schrepf and Ed Marsh Twitter: Franz Schrepf and Ed Marsh Instagram: Ed Marsh YouTube: @ThePartnerShip and @EdMarsh Show Transcript Chapters 00:00 The Power of Partnerships in Tech Revenue Growth 09:14 The Magic of Face-to-Face Interactions 25:21 Leveraging Trust and Recommendations in Partnerships 31:12 Creating a Competitive Advantage through Partnerships 43:07 The Importance of Partnerships 45:46 Defining a Partnership and Competitive Advantage 47:25 Uncovering Partnership Opportunities 51:20 Exclusivity and Mutually Beneficial Partnerships 53:24 The Power of Partnerships 57:39 The Nearbound Movement 01:00:44 Partnerships as a Testing Ground 01:01:40 The Role of Sales Enablement Content 01:05:20 Structuring Partnerships 01:19:15 Partnerships in a Changing Landscape 01:21:28 The Opportunity of Partnerships #PartnershipEcosystems #Partnerships #RevenueGrowth #FaceToFace #PersonalBranding #BookOnPartnerships #PersonalKnowledgeManagement #CompetitiveAdvantage #IdealPartnerProfile #GoToMarketStrategy #Exclusivity #Distribution #ChannelSales #Nearbound #IndirectSalesChannel #ValueAddedResellers #SalesEnablement #SalesEnablementContent #B2BSales #B2BMarketing
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    1 h y 24 m
  • Episode 17 - Brisa Renteria on Recruiting, Hiring, Onboarding and Retaining Top Sales Talent

    Episode 17 - Brisa Renteria on Recruiting, Hiring, Onboarding and Retaining Top Sales Talent
    Jul 3 2024
    Brisa Renteria on Recruiting, Hiring, Onboarding and Retaining Top Sales Talent - Industrial Growth Institute Podcast Episode # 17 with Ed Marsh Summary In this episode, Ed Marsh interviews Brisa Renteria, a sales expert and CEO of Improved Growth, about the challenges of hiring and training sales teams. The discussion covers a variety of topics including: the high cost of sales hiring mistakesimportance of behavior in sales successneed for sales managers to provide proper training and accountabilitythe misconception of sales being pushythe value of phone calls in today's digital age Brisa touches on the challenges of scaling up a business and the importance of hiring the right people, and how training salespeople compares to raising children, and how her commitment to donating a portion of her revenue to a nonprofit focused on children's cancer originated from her personal experience with cancer. The conversation then shifts to the common mistakes companies make in sales hiring and the importance of having a strong hiring process. Brisa emphasizes: the significance of onboarding, training, and coaching in retaining top sales talent - the value of using assessments to inform the hiring and development processthe importance of attracting and hiring the right salespeoplethe need for companies to be clear about the responsibilities and requirements of the role, as well as the skills and qualities needed for successthe value of creating job postings that describe the ideal person rather than just listing duties and responsibilitiesthe personal approach that female leaders often bring Takeaways Sales hiring mistakes can be costly, with expenses exceeding two to three times the salesperson's salary.Behavior is a crucial factor in sales success, and accountability is keySales managers play a vital role in training and holding salespeople accountable.Phone calls are still an effective sales tool, as many salespeople have abandoned this method.Training salespeople can be more challenging than raising children, as many salespeople are not coachable and resistant to change.Common hiring mistakes include hiring based on personality, hiring from the same industry, and lacking a structured hiring process.Sales onboarding (vs. orientation), training, and coaching are crucial for retaining top sales talent and setting them up for success.Assessments provide valuable data to inform the hiring and development process, helping identify strengths and areas for improvement.Job postings should focus on describing the ideal person rather than just listing duties and responsibilities.Female leaders often bring a personal and caring approach to leadership.Companies should embrace AI as an opportunity and explore how it can enhance their sales hiring process. Takeaway Quotes from Brisa Renteria "No matter how perfect your strategy or how brilliant your marketing or how genuine your focus on the customer, if your sales team can't execute, the rest of it's wasted." "If I had to choose one, I would say behavior is the most important in sales success." "We want to help the salesperson through the sales leader." "You have to understand what would it take for someone to be successful in your business." Check out Brisa's website LinkedIn: Brisa Renteria and Ed Marsh Twitter: Ed Marsh Instagram: Brisa Renteria/Improve Growth and Ed Marsh YouTube: @ImproveGrowth and @EdMarsh Show Transcript Chapters 00:00 Introduction and the Crisis in Sales Execution 02:33 The High Cost of Sales Hiring Mistakes 16:30 The Importance of Behavior in Sales Success 23:34 The Role of Sales Managers in Training and Accountability 28:04 The Journey of an Entrepreneur 33:56 Challenges of Training Salespeople 38:03 Common Hiring Mistakes 46:23 Importance of Onboarding, Training, and Coaching 49:49 Using Assessments in Hiring and Development 56:09 Helping Salespeople through Sales Leaders 59:08 Understanding Success in Your Business 01:03:00 The Impact of AI in Sales Hiring 01:09:19 Balancing Business and Personal Life 01:15:49 The Five Interview Questions Companies Miss 01:22:30 Improving Sales Hiring to Change Your Business #SalesHiring #SalesRecruiting #SalesManagement #SalesOnboarding #RetainingTopSalesTalent #RetainingSalesReps #SalesTalentManagement #SalesHiringProcess #CandidateAssessment #SalesCandidateAssessment #OMG #ObjectiveManagementGroup #BrisaRenteria #SalesInterviewingTips #HowToHireTopSalesTalent #Entrepreneurship #Accountability #SalesHiringMistakes #B2BSales
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    1 h y 25 m
  • Episode 16 - Dustin Levy on Channel Sales, Risk Aversion and Marketing & Sales Alignment

    Episode 16 - Dustin Levy on Channel Sales, Risk Aversion and Marketing & Sales Alignment
    Jun 26 2024
    Dustin Levy on Channel Sales, Risk Aversion and Marketing & Sales Alignment - Industrial Growth Institute Podcast Episode # 16 with Ed Marsh Summary Dustin Levy, Vice President of the Industrial Safety Business Group at Gentex Corporation, chats with host Ed Marsh about a wide range of industrial marketing and sales topics including: comfort, learning, and panic zonesthe importance of leaders and mentors in helping individuals navigate the learning zone without entering the panic zone and the significance of having a growth mindsetimportance of self-awareness and self-correction in one's careertransition from product management to sales managementthe value of understanding channel partners' businesses They discuss three types of salespeople: technical, account managers, and sales managers and explore the channel sales question of exclusive or non-exclusive representation agreements and the imperative of sales and marketing alignment. Other topics include: the Jolt Effect, buyer risk aversionuse of AI in saleschallenges and opportunities facing businesses in the industryDustin's implementation of a new program based on the Jolt Effectthe importance of effective sales and marketing strategies for industrial manufacturers. Takeaways The comfort zone is where we feel safe and familiar, while the learning zone is just outside of it, where we stretch and grow. The panic zone is beyond the learning zone, where we feel overwhelmed and retreat back to our comfort zone.Having a growth mindset and continuously expanding our comfort zones is essential to adapt to the accelerating rate of change.Dustin's career trajectory, combining science, marketing, and sales, is a result of his natural curiosity and empathy for blue-collar workers.The transition from product management to sales management requires understanding the end user and channel partners' businesses.Successful channel sales require finding the right partners who bring unique value to end users and managing a limited distribution model.There are three types of salespeople: technical salespeople, account managers, and sales managers, each with their own strengths and challenges.Balancing marketing and sales is essential in today's complex buying journey, where customers expect seamless interactions and expertise.Understanding and addressing buyer risk aversion is crucial in the industrial manufacturing industry.AI can be used to support sales channels, but face-to-face interactions and understanding the customer's work environment remain important. Takeaway Quotes from Dustin Levy "A fixed mindset is not a safe place. A growth mindset is where you're proactively controlling your own outcomes and future." "I think it probably is something that if you haven't figured it out and learned that lesson on the first half of your career, highly unlikely that your second half is gonna show major behavioral differences." "We really feel the pain of a loss substantially more than the boost from a win." Check out Dustin's website and watch his TEDx talk on YouTube LinkedIn: Dustin Levy and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript Chapters 00:00 Introduction to Dustin Levy and his expertise 03:15 The Comfort, Learning, and Panic Zones 14:35 Dustin Levy's Career Trajectory 29:42 The Importance of Followers and Servant Leadership 35:06 The Value of Diverse Experiences in Career Development 37:43 Transitioning from Product Management to Sales Management 43:26 Managing Channel Partners and Exclusive vs. Non-Exclusive Representation Agreements 51:53 The Three Types of Salespeople: Technical, Account Managers, and Sales Managers 59:41 Navigating the Intersection of Marketing and Sales 01:05:57 Re-Centering Through Exercise and Personal Well-Being 01:08:14 Addressing Buyer Risk Aversion 01:12:32 The Jolt Effect and Offering Recommendations 01:14:25 Taking Risk Off the Table 01:19:25 Dealing with Indecision in Sales 01:22:54 Professional Growth Resources 01:31:00 The Future of AI in Sales 01:34:19 Challenges and Opportunities in Industrial Manufacturing 01:36:38 Final Thoughts and Advice #GrowthMindset #FixedMindset #ChannelSales #IndirectSalesChannel #SalesManager #MarketingAndSalesAlignment #RiskAversion #ComplexSales #ManufacturingMarketing #IndustrialMarketing #ScientistsAsSalespeople #IndustrialSales #ProductMarketing #AccountManagement #NewLogoSales #ProductDesign #ProductRoadmap #SalesManagement #CustomerFocus #Leadership #ServantLeadership #Manufacturing
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    1 h y 39 m