Episode Summary
In this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach. He also provides recommendations for using AI in marketing to empower sales teams, as well as books, podcasts, and industry experts that listeners should check out.

About the guest

Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Product, and Tech teams to ensure success. Committed to delivering actionable strategies, Peter empowers businesses to drive substantial growth through strategic innovation.

Connect with Peter Bregman

Key takeaways
- The traditional "marketing qualified lead" (MQL) metric is flawed and doesn't accurately reflect the relationship between marketing and sales. Marketers should focus on "marketing qualified accounts" (MQAs) instead.

- Aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach is crucial for successful B2B growth.

- AI can be a valuable tool in marketing, but it should be used to empower sales teams, not replace them. The key is finding specific use cases and having enough data to train the AI models effectively.

Quotes
"Quality Matters way more than quantity, prospects have to be at the right place in their buying cycle, the ideal customer profile has to match, and generating a whole bunch of leads is really just resulting in bad conversion metrics, distrust between marketing and sales." -Peter Bregman

Recommended Resource

Books:
- "Invisible Rulers" by Renee de Resta - A fascinating look at how influence and ideas spread on the internet and the creation of "bespoke realities" on social media.

Podcasts:
- "Planet Money" - An entertaining economics podcast

- "Hard Fork" - A podcast covering the state of technology

- "In Depth" from First Round Capital - Interviews with founders of companies they've invested in

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Episode Summary
In this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoid overfitting, to validate outputs and understand the reasoning behind recommendations, especially for high-stakes decisions. Overall, the discussion highlights the potential for AI to create new opportunities in marketing by enabling more data-driven, scientific practices, and recommends that marketers learn about machine learning concepts to become more proficient in this area.

About the guest

Mana Ionescu is a digital marketing leader and Head of Digital Marketing at Axos Bank in San Diego. A former agency founder, Mana loves to demystify complex marketing concepts and debunk digital marketing myths. She teaches at the Kellogg Professional Certificate in Digital Marketing and is a sought-after keynote. In her free time, Mana likes to explore the peaks and valleys of our beautiful earth: hiking and SCUBA diving.

Connect with Mana Ionescu

Key takeaways
- Implement ethical and unbiased AI practices through diverse data, regular audits, and transparency

- Ask fundamental questions about AI models, like how they avoid overfitting, to validate outputs

- Maintain visibility into the "why" behind AI recommendations, especially for high-stakes decisions

- Embrace AI's potential to create new opportunities in marketing by enabling more data-driven, scientific practices

- Recommend that marketers learn about machine learning concepts to become more proficient

Quotes
"We can't have a black box. You need to be able to explain to stakeholders how the AI models work and the risks involved." -Mana Ionescu

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Episode Summary

In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes the importance of understanding customer needs, monitoring trends, and using an innovation pipeline framework to guide strategy development. She advocates for quality over quantity in marketing efforts, recommending targeted campaigns for specific audiences rather than broad, unfocused approaches. Sakal underscores the value of curiosity and asking better questions to drive growth and innovation in marketing and product development.

About the guest

With a passion for turning complex inputs on customers, market dynamics, and competitors into smart strategies that drive growth, Victoria has spent the last decade helping companies ask better questions to get better data, source more powerful insights, and stay on top of important dynamics that matter. Previously at Morning Consult and Kantar, Victoria now focuses on all things demand gen, product marketing, market research, and growth strategies to deliver more value for Wonder users.

Connect with Victoria Sakal

Key takeaways
- Balance data-driven insights with intuition for effective marketing decisions

- Focus on customer needs and problems when developing go-to-market strategies

- Use an innovation pipeline framework to guide strategy from problem identification to launch

- Prioritize quality over quantity in marketing by targeting specific audiences with tailored messages

- Stay informed through industry newsletters, podcasts, and thought leaders

- Embrace curiosity and ask better questions to drive growth and innovation

- Align different parts of the organization for cohesive go-to-market execution

- Adapt agile approaches to market research for speed and relevance

Quotes

"Being a degree off at your starting point can leave you a mile off down the road." -Victoria Sakal

Recommended Resource

Newsletters:

- Scott Clary's newsletter on mental models and business inspiration

- James Clear's newsletter on life frameworks and processes

- Seth Godin's daily digestible content

Podcasts:-

Lenny's Podcast, which covers product strategy and related disciplines
⁠Connect with Victoria Sakal⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
In this episode, Joshua Hoffman discusses strategies to align sales and marketing teams for better business outcomes. He emphasizes focusing on partnership and shared metrics, using data throughout the sales process, involving marketing in forecasting and pipeline discussions, and creating a culture of cross-team collaboration. Hoffman also highlights the importance of leveraging customer success teams for stronger partnerships.

About the guest

Josh is currently a partner at CH Consulting after spending the last three decades in global leadership roles at Dell, Avaya, Palo Alto Networks, Datto, and Netrix Global. CH Consulting is a team of experts with relevant expertise in Sales, Marketing, Transformation, Strategy, Growth, Operational Excellence, Legal, and more.

Connect with Joshua Hoffman

Key takeaways
- Focus on the partnership between sales and marketing, not finger-pointing
- Establish shared metrics and common language across teams
- Use data and analytics throughout the entire sales process
- Involve marketing in forecasting meetings and pipeline discussions
- Create a culture of collaboration and mutual support
- Leverage customer success teams to build stronger partnerships
- Break down silos to drive better business outcomes

Quotes
"This is supposed to be a partnership. When sales and marketing get at odds, which happens in a lot of organizations, there has to be a way to bring people back to square." -Joshua Hoffman

Recommended Resource

Books
-The One Minute Manager

-Atomic Habits

-Everybody Writes

⁠Connect with Joshua Hoffman⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
Vinod shares insights from growing revenue by 40x in 7 years. Some key strategies include understanding customers thoroughly, offering a diversified portfolio of solutions, and networking extensively. Vinod also emphasizes the importance of building effective relationships with decision-makers through mutual respect, problem-solving focus, and self-awareness. He recommends staying informed by reading competitors' reports, attending industry events, and maintaining a strong professional network.

About the guest

Vinod Venkatesan is the Vice President of Sales, Strategic Accounts at Amkor Technology Inc. He is one of the emerging leaders at Amkor and is a results-oriented, technology-focused sales executive. Vinod is a problem solver at heart, questions the status quo, passionate about impactful leadership, and is driving change to continue to deliver growth for his organization.

Connect with Vinod Venkatesan

Key takeaways
- Understand your customers thoroughly by learning about their business, market position, goals, challenges, and future plans

- Offer a diversified portfolio of solutions to manage risk and provide solutions for multiple customer needs

- Build strong relationships through mutual respect, acting as a problem solver rather than taking sides, and having open conversations

- Stay informed by reading competitors' reports, listening to industry podcasts and talks, and regularly networking with contacts in your field

Quotes
"You really need to learn everything about what your customer is doing, their market position, and more importantly, where they're headed." -Vinod V. on understanding customers.

Recommended Resource

Leadership podcasts to gain different perspectives from various roles and industries

TED Talks for innovative ideas and insights

Industry-specific newsletters

Earnings calls, 10-Ks, and investor presentations for valuable market intelligence

Episode Summary This episode provides insights into effective global marketing strategies and cultural considerations for international expansion. Manuela Furtado shares best practices for localizing content and campaigns to resonate with target audiences in different countries and cultures. She emphasizes the importance of understanding local markets through research and tailoring strategies for each region. Manuela also discusses the need to align global and local marketing efforts with sales to ensure consistent branding while making the experience culturally relevant in each new market. Overall, the episode offers guidance to companies on prioritizing localization from the start of their global expansion planning.

About the guest

Manuela Furtado has 25 years of experience in the localization industry, driving innovative processes and technologies. With a strong background in languages and communication, she expertly guides clients through best practices, whether they are new to localization or looking to expand their global reach to maximize impact. As a leader in Sales and Account Management, Manuela excels in building meaningful relationships across the globalization ecosystem. She adeptly matches client goals with the most targeted services, technologies, and expertise, ensuring optimal results.

Connect with Manuela Furtado

Key takeaways
- Understand target audiences' cultural sensitivities and preferences through market research

- Tailor marketing strategies, content, design, and messaging for each local market

- Maintain brand consistency while adapting campaigns to be culturally relevant

- Involve localization experts from the beginning of global expansion planning

- Align global and local marketing efforts with in-country sales teams

- Start with pilot testing and localization of the most important pages/content

- Ongoing testing and adaptation is needed as the localization process is continuous

Quotes
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”

-Manuela highlights Nelson Mandela’s quote that emphasizes the importance of truly connecting with target audiences by speaking to them in their language at a deeper, emotional level rather than just translating.

Recommended Resource

Books
-"Take Your Company Global" by Nataly Kelly.

Websites
-BornToBeGlobal.com by Nataly Kelly - Accompanying blog to the book above.

-AlphaCRC - For localization case studies and resources.

-Nimdzi Insights - Consulting agency that publishes content on localization.

-Slator - For content on localization and multilingual insights.

-CSA Research

-Locworld- A conference for localization professionals, networking, and industry innovation.

Episode Summary

This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships.

About the guest

Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion for people and results and a proven track record of success. She has held leadership positions in sales and marketing, including ABM, partnerships, demand gen, field and corporate marketing for global Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) companies. When she’s not growing people or pipeline at leading tech companies, she enjoys spending time with her family in the mountains or at the beach, running daily, and practicing mindfulness.

Connect with Amanda Dyson

Key takeaways
- Lead with customer pain points rather than product features to build trust.

- Collaboration between sales and marketing is required through an account nomination process and campaign planning sessions.

- Focus ABM efforts to avoid trying to sell everything at once and "boil the ocean."

- Leverage ABM for existing customers through custom landing pages and insider advocates to drive retention, upsell, and cross-sell.

- Overcommunicate ABM strategies internally through a living overview deck and consistent updates on calls and materials.

Quotes
"ABM is probably my favorite type of marketing because it can be disruptive and provocative. And, honestly, it's just all about the customer and how to stand out to them." -Amanda Dyson

Recommended Resource

Books
-"How Women Rise" by Sally Helgesen and Marshall Goldsmith

-"Radical Candor" by Kim Scott

-"Amp It Up" by Frank Slootman

-Fiction books by Kristin Hannah and Frederick Bachman

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