Optimizing Sales and Marketing Data, with Susan Walsh
Release Date: 03/09/2026
Paid Traffic for Non-Profits, with Sean Moher
Funnel Reboot podcast
How do you amplify a message when you can’t lean on traditional justifications like “because we’ll make a profit out of this”? In the for-profit world, the justification for marketing spend is straightforward: you put money in to get more money out. But how do you amplify a message when you can’t lean on traditional bottom-line justifications? For non-profits, associations, and social enterprises, the "profit motive" is replaced by a mission, yet the fundamental challenge remains identical—you must find and keep your "customers," whether they are donors, members, or...
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Depositioning, with Todd Irwin
Funnel Reboot podcast
Episode 226 Positioning is an element that’s so foundational to Marketing, it’s taught in every introductory class alongside the "Four Ps" of marketing. Positioning is meant to describe the choices a brand makes to maximize how the market sees it. Positioning is very powerful because it can set perceptions that drive customer loyalty, strong demand, and the willingness to pay a premium price. But if all this is true, then why is the landscape littered with examples of where brands have flopped—cases where brand positioning actually caused a product to fail? Take...
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Tried and True Marketing Reads
Funnel Reboot podcast
Episode 225 At the time I’m recording this it’s a new year. This is a typical time when people plan what they’re going to achieve fitness-wise, financially and professionally. If you’re working on that last one and wonder about what marketing reads you should try, I have some marketing books that could do just the thing. There are Five in all. - Let’s dive right in. Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.
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Mastering constraints of Healthcare Marketing, with Cindy Grabowski
Funnel Reboot podcast
Thinking up a new product and commercializing it is not easy. All products face Financial, Technological and of course Competitive market barriers. But doing this in the field of Healthcare is not like any other industry. In healthcare, there exist extra regulatory hurdles that make product innovation even more difficult. Before every medical device is introduced, they must find academics who will research them and publish articles that are heavily scrutinized by peers. Then they have to endure clinical screening before receiving government approval, which applies tight...
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The Classical Marketing book, with Anthony "Tas" Tasgal
Funnel Reboot podcast
The world we inhabit today is, in countless ways, an extended echo of breakthroughs made by two extraordinary cultures that came from a compact corner of the mediterranean between the 4th century BCE to the 2nd century of the current era. I’m talking about Greece and Rome, whose influence on contemporary language, thought, and culture is so deeply woven into the modern world that we navigate it every day without noticing. Taking just language, be it English, French, Spanish or Italian, they all use words with origins that tie back to ancient law, institutions, arts and sciences. The...
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Keeping the Revenue Engine Running, with Karl Ortmanns
Funnel Reboot podcast
We often hear marketers talk about how vital their work is to sales. What we don’t hear nearly as often is the reverse: how essential sales is to a well-functioning marketing team. If marketing creates the content, sales provides the context. And that context is what makes campaigns relevant, credible, and grounded in the real world. Sales teams feed marketing the on-the-ground truth—what prospects are actually saying, how they react to new pricing, and how they interpret a company's positioning in different segments. That’s especially clear when a business serving the SMB market tries...
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Brandjitsu, with Michael Dargie
Funnel Reboot podcast
Is your Brand truly memorable? Would a person who bought from you a year ago be able to recall your name or say what they found compelling about you? The reality is that a lot of brands are instantly forgettable. You don’t have to wallow in a world of Meh - you can turn your brand into something memorable - we’re going to hear a process that’s been codified in a book that came out in 2025 called BrandJitsu. . Listen in as we delve into the book’s process, which begins not with a funnel but with a Loop we’ve got to Embrace. We’ll hear how to plumb the depths of our brand...
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Human Centered Marketing, with Ashley Faus
Funnel Reboot podcast
Here’s a question a lot of us are asking ourselves today. How do marketers build genuine, durable trust when the cost of generating massive volumes of AI content is basically zero? How can you argue for making humanly-crafted content in small quantities When it’s so easy to have AI pump it out in big quantities? The hard truth is that humans are wired to notice what other humans do. Meaningful communication with buyers contains elements that just don't scale - this takes more than a trivial amount of work. But that is precisely why you need to do them. A new book came out...
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Analytics that's Metrics Centred, with Allan Wille
Funnel Reboot podcast
Up to the 18th century, making and trading things was harder than it needed to be. You had to deal with a bewildering patchwork of local constants and norms. It was actually the French Revolution & administrators who came out of it that started to codify how we measure things. The standards they adopted were ultimately formalized in 1875 at a Convention whose name you may recognize, the Metre - or should I say Meter - Convention. The Standard set at the convention spread beyond France to most of Europe, removing friction in commerce and everyday life. Engineers could spec...
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Scar Tissue, with Danny Covey
Funnel Reboot podcast
For any professional, life often presents unexpected challenges that test our resilience and strength. The Ottawa-based marketer we’ll hear from today, has had an extraordinary journey, For those born with congenital heart defects like Danny Covey’s, surgery isn’t an if, it’s not even a when, it a HOW MANY. Without undergoing them, they have no hope of living to adulthood, Danny has had eight of these life-threatening operations. But throughout all that, he’s displayed unwavering courage. His emotional and physical scars have shaped him, but they have also given him...
info_outlineEpisode 228
To enjoy the wondrous technologies we have today, we first had to grasp the science behind them. Science is built on good data—but did you know that bad data delayed one of the most significant inventions of the last 150 years? The engine at the heart of every plane, train, and automobile was held up for decades simply because of how records were kept.
For millennia, we’ve known that combusting fossil fuels releases immense power. By the 1700s, scholars realized that if the gases trapped within those fuels could be ignited predictably in a chamber, they could create an internal combustion engine. To do that, however, you’d need to know the exact nature of every gas—the fuel composition, the air-to-fuel ratio, and the necessary heat resistance. Without those specifics, an engine stays on the drawing board.
That didn’t stop scholars from trying. They studied gases under various pressures and charted their results in massive tables. Robert Boyle recorded values when temperature was constant; Jacques Charles did the same for volume. But despite all this data, we weren’t getting closer to a functional engine. Using tables to capture every possible variable was inefficient—we needed a universal rule.
In the early 1800s, physicist Émile Clapeyron compiled these century-old tables with recent findings from Amedeo Avogadro. By consolidating these scattered sources, he realized they all pointed to a single law governing gas behavior that had been buried in the noise. This was the Ideal Gas Law. With it, engineers could finally calculate exactly what an engine needed, moving from theory to the rapid production of the vehicles we use today.
Your marketing and sales data is likely in the same shape as those old tables. It may contain breakthrough ideas for growth, but they will remain hidden as long as your data is disorganized. Just as it worked for the scientists of the industrial revolution, once your data is in order, the insights will follow.
Today’s guest will convince you that your data must be in a scientific state. She is a recognized expert in data classification, cleaning, and transformation. Known as the Classification Guru, her blogs, books, and talks have earned her over 43,000 followers on LinkedIn. We’re discussing her 2026 book, Optimizing Sales and Marketing Data.
Let’s go to Guildford, England, to talk with Susan Walsh.
Chapter Timestamps
00:00 Intro
02:34 Meet Susan Walsh
03:31 Why Clean Data
04:27 Blunders And Backlash
06:32 Ethics And Accountability
09:30 Hidden Costs ROI
12:49 Duplicates Fraud Waste
14:29 Segmentation People Problems
18:21 Taxonomy And Standards
21:25 Master Lists Automation
23:23 Data Code Framework
25:56 Spot Checks Pivot Tables
27:17 Excel Cleanup Toolkit
30:20 Revenue Advantage AI
33:12 Where to get a hold of Susan/her book
Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.