# 33. Martin & Mikkel - Why most sales trainings fail and how to fix it
The Growth Agenda - Sales & Marketing Podcast
Release Date: 05/29/2024
#50 – Mikkel & Brian: The Growth System – How to "Design Growth" in B2B Companies
The Growth Agenda - Sales & Marketing Podcast
Most companies don’t struggle with ambition when it comes to growth. They struggle with consistency. In this episode, Brian Andersen and Mikkel Bach-Andersen discuss why growth often falls short — not because of strategy, but because of the system behind it. Based on The Growth System, they break it down into three core layers: • Strategic focus – where to compete (and where not to) • Commercial architecture – how you actually win in the market • Execution capability – how you turn it into consistent results They also get into what typically goes wrong in practice: • “Fake...
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#49 – Martin & Oliver: Kink the Curve – Change Your Growth Trajectory
The Growth Agenda - Sales & Marketing Podcast
Most commercial transformations fail, not because the strategy is wrong, but because execution breaks down. In this episode, we explore why changing sales, marketing, and go-to-market ways of working is so difficult in practice, and what leaders can do to improve the odds of success. The conversation dives into the real tensions commercial leaders face: running the business while transforming it, balancing quick wins with long-term change, and aligning leadership, middle management, and frontline teams. The episode builds on insights from Kink the Curve, Kvadrant’s book on commercial...
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#48 - Hannibal & Mikkel: The GenAI Revolution - Scaling AI Assistants in Commercial Operations
The Growth Agenda - Sales & Marketing Podcast
Three years into the GenAI wave, many enterprises are still experimenting without seeing real outcomes. In this episode, Mikkel Bach-Andersen and Hannibal Herforth share what is actually working inside large, global B2B organizations. In this podcast they explore how commercial teams can: Move from hype-driven experiments to measurable value Build a swarm of narrow assistants that free time for creativity and strategy Shift from IT-led moonshots to business-owned AI adoption Create the right governance, guardrails, and change management to scale AI across functions This...
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#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible
The Growth Agenda - Sales & Marketing Podcast
What does it take for a hardware company to build a successful software business? In this episode, Mikkel Bach-Andersen and Brian Andersen explore the real challenges behind the shift. From go-to-market models and new buyer dynamics to organizational resistance and incentive design, they unpack lessons from companies like Trackunit and FOSS that made it work and why so many others failed.
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#46 - Bart & Anders: Why your sales meetings belong in the open office
The Growth Agenda - Sales & Marketing Podcast
On this week’s Growth Agenda Podcast, Bart sits down with Anders Buchman, VP Commercial at Upry, to unpack a simpler, smarter way to build your go-to-market strategy and scale a high-impact team. Ready to discover where B2B growth really comes from?
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#45 - Liza & Natasha: Why do most sales methodologies fail to stick
The Growth Agenda - Sales & Marketing Podcast
In this episode, we sit down with Natasha Lindsey, Director of Global Sales Enablement at Jabra, to explore what it really takes to drive lasting sales transformation. From managing 500+ stakeholders to rolling out global programs across diverse sales models, Natasha shares hard-earned lessons on what works—and what doesn’t—when trying to change how people sell. We talk enablement, coaching, AI, and the shift from feature selling to true value selling. Whether you're in sales, enablement, or leadership, this episode will challenge how you think about building a commercial organization...
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#44 - The New Growth Agenda
The Growth Agenda - Sales & Marketing Podcast
This episode explores The New Growth Agenda, a book designed to help commercial leaders identify new growth opportunities. The conversation between the three authors, Martijn, Brian and Oliver, covers the inspiration behind the book, key insights from a survey of 150 senior leaders, and practical strategies for navigating today’s complex buying landscape. From rethinking sales structures to adapting marketing for sustained impact, the discussion provides actionable advice for driving commercial success. Tune in for fresh perspectives on organic growth in a changing business...
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# 43 - Jeppe & Martin: The Promised Brand - why branding matters with Mats Urde, Brand Orientation
The Growth Agenda - Sales & Marketing Podcast
Just before Christmas, Jeppe and Martin had the pleasure of inviting Brand Strategy Consultant, Mats Urde, into the podcast studio. Mats shares his journey from case-based teaching to consulting and the development of his framework in his book "The Brand Matrix." They discuss the importance of aligning internal culture with external promises, how to manage corporate branding transformations, and the pitfalls of neglecting your organization's identity. With engaging stories, from building sustainable brands to a passion for Icelandic horses - this is an episode you don't want to miss....
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# 42 - Carsten: Navigating the art of growth: Lessons on commercial value, simplicity, and responsiveness to change with Toke Lund, Enterspeed
The Growth Agenda - Sales & Marketing Podcast
In this episode, Carsten Pingel, Partner at Kvadrant Consulting, has his podcast debut in the Palægade studio; joined by Toke Lund, CEO, Partner, and Founder of Enterspeed. Together, they explore Toke's extensive experience in the B2B space, delving into the principles that drive sustained growth. From understanding the power of simplicity to mastering responsiveness in a world of constant change, this conversation uncovers actionable strategies to unlock commercial value. Tune in for practical insights and stories that will inspire your approach to growth and transformation. We hope...
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# 41 - Mikkel & Martin: Rethinking Account Management: From Static Plans to Dynamic Client Partnerships
The Growth Agenda - Sales & Marketing Podcast
In this episode, Mikkel Bach-Andersen, Senior Partner, and Martin Mariussen, Partner, discuss the evolution of account management, shifting from static annual plans to dynamic, monthly engagement models. They examine common pitfalls, like misallocating resources and overinvesting in smaller accounts, and emphasize the skills needed for key account managers to become orchestrators rather than lone operators. Packed with practical advice, this episode is a must-listen for sales leaders and account managers looking to build stronger customer relationships, optimize account plans, and take on the...
info_outlineIn this podcast, Mikkel Bach-Andersen and Martin Mariussen dive deep on the topic of sales trainings.
How can organisationes design impactful capability programs, avoiding traditional training pitfalls, and tailoring training to specific roles are highlighted. The importance of aligning training with performance gaps, involving cross-functional teams, and using interactive methods for behavior change is underscored. The discussion also covers aligning sales and marketing efforts, digitalization's impact, and fostering continuous learning. Martin and Mikkel stress adaptability, alignment, and continuous improvement in sales training design for better outcomes.
In todays episode we cover:
0:05 Introduction
4:14 The Flaws in Sales Training Delivery
4:24 Designing Effective Sales Training Programs
8:37 Avoiding Pitfalls in Implementing Sales Training
12:37 Importance of Role-Specific Training in Sales
17:05 The Value of Different Sales Methodologies
19:05 Customization vs. Off-the-Shelf Training Programs
20:33 Adapting Training Programs to Digital Trends
22:32 Balancing Physical and Virtual Sales Training Delivery
29:39 The Role of Sales Managers
32:30 Motivation in Training Programs
38:24 Initiating a Training Program
43:59 Designing the Program Execution
47:20 Closing Thoughts on Sales Training