Balancing Data in B2B Partnerships, with Brendan Ziolo
Funnel Reboot podcast
“Black Swan” author Nassim Nicholas Taleb says “understanding how to act under conditions of incomplete information is the highest and most urgent human pursuit" He might have been referring to B2B marketing. Think of it. Internal teams have internal data that give insight into customer accounts and lifetime value. Their agencies are close to different data: media auction signals, campaign trends. But both of them are data-poor, disadvantaged by limited access to each others’ systems. As long as we tolerate the status quo, both sides will keep making false...
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Content, Simplified with Lee Densmer
Funnel Reboot podcast
Talk of Content marketing started appearing online around 2007. One of the few people who started talking about it was former Funnel Reboot guest Joe Pulizzi. It wasn’t until 2014 I became aware of marketers who were staking their career on the profession of creating content. I found the idea of giving-away-expertise a bit unsettling. Maybe it was because for a dozen years prior to that, I’d mainly communicated with audiences through paid ads. Gradually, Content marketing won out - we simply expect content on social media brings marketing results. Only one problem, our...
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Why you want AI to be a more Skilled Marketer than you, with Chris Dore
Funnel Reboot podcast
Small businesses run on lean marketing teams and tight budgets, but don't count them out. They're the overwhelming majority of businesses on earth. Small companies have one function that's poised to figure out AI through experimentation, analysis and strategic changes in direction. It's marketing, and it may very well determine the winner of the AI race. After graduating from Laurentian University, our guest worked in corporate and consulting positions across Canada and even in Korea. He then founded a business which he grew to a successful exit, which led to mentoring students at Algonquin...
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Earn It! with Steve Pratt
Funnel Reboot podcast
Everyone makes content now. But having content doesn’t automatically mean anyone will actually consume it. There are brands with long-running programs and audiences that carve out time for their content, while other brands’ programs fade because it became a thankless chore. What’s different between content that’s adored and content that dies in obscurity? The brands that win make content that audiences don’t see as branded content. Where the work they made was so genuinely useful, or surprising, or true — that instead of feeling exploited, the recipients felt like they...
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From Adversaries to Advocates: How to win friends (and budgets) with data
Funnel Reboot podcast
I can't prove it, but I think many marketers wish they could improve how they're perceived by corporate leadership. I have felt this way in more than one role, and racked my brain on how to fix it. I've entertained everything including coming to board meetings with a dozen custom-branded donuts. Thankfully, the a solution I have come up with isn't extreme and it doesn't require donuts. I was recently given the chance by a local association - the OPMMA - to give a talk and I picked this problem. I hope as you listen to how I think it's solved and the three moments where this...
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Using CRM for Total Recall, with Brandon Drake
Funnel Reboot podcast
We humans like conversations that keep moving forward. Every time we share some detail about ourselves, we expect the other person to remember it. If they bring that detail back up in our next interaction, we feel pleased and want to keep that relationship going. Conversely, we get annoyed when they blast us with messages we had already said didn’t interest us. This is severely problematic for us sales and marketing professionals. The sheer volume of people and details we all encounter is too much to keep straight in our outbound emails, let alone in our heads, and that's...
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The Marketing Growth Formula, with Heidi Hattendorf
Funnel Reboot podcast
Episode 233 In the 2009 movie “Up” there’s a golden retriever whose collar can translate his thoughts to speech. When Dug the dog first starts speaking, the main characters marvel at how smart he is, but expectations drop a moment later when he snaps his head around and halts mid-sentence when he hears a squirrel. We marketers are prone to Squirrel-chasing. Let’s be honest and admit that we get caught on a treadmill of activity without stopping to ask ourselves if it’s having an impact. How do we break this habit? This month’s book says it’s by creating a...
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Market Eminence, with David Newman
Funnel Reboot podcast
Episode 232 There is a quiet, enduring power in wisdom that resists the urge to conform. Wise people refuse to abandon their convictions. It’s not obvious who will be the Wise character in These Stories, the role often casts them as having lowly beginnings or in the shadow of others who are more powerful. But they speak out anyway, even if they are mocked or sidelined. Take: Don Quixote’s sidekick Sancho Panza, whom Quixote usually makes fun of, becomes so well known for his practical wisdom that he becomes a Governor. In the story of Sidharrtha, when the prince leaves his palace, he is...
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Sales and Marketing that’s Scalable, with Peter Fillmore
Funnel Reboot podcast
It goes without saying that the purpose of sales and marketing is to help a company grow. We create forecasts where revenue grows a hundred-thousand, a million, or 10 million dollars. But we expect to achieve that with incremental changes to our resources and tech-stacks. When Base 10 Math is used to express numbers that differ by orders of magnitude, we use exponents, noted with the letter N put in superscript (N stands for the Latin word numerus or number). N to the power of 5 is equal to a hundred-thousand, N to the power of 7 is equal to ten million. We don’t have to raise N...
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The Social Shift, with Katie Brinkley
Funnel Reboot podcast
Social media platforms can serve as both vibrant marketplaces and spaces for genuine social interaction, where consumers feel valued, while businesses boost engagement and sales. This picture may not look anything like the reality of social media that you see, but our guest will remind you that things haven’t always been this way. A short glance back of the Internet shows that in the year 2000 the Internet’s governing body actually had looked at using a citizen model to allow individuals who use the internet to kind of come together as a social contract and to decide how they would...
info_outlineIncreasingly, many Marketing teams have been forced to transform their own teams, or the Business as a whole has had to start transforming itself.
But no matter how technically sophisticated they are, no matter how many consultants they have or how many Project management meetings they hold, most companies struggle through these transformations. At best, when transformations succeed, they leave heart-ache and sore feelings
Most of them revert to the status quo they tried so hard to shake. Those leading the initiative end up demoralized, marginalized or downsized.
People who say they can make transformations successful are treated with skepticism. But when that someone has skills that are so multifaceted and has pulled off this feat in multiple industries, you ought to lean in & hear them out.
Susan Odle is someone whose life's journey and heritage spans three continents. Born to Guyanese parents moved first to London England, then to Toronto, Canada where she went to high school; it happened to be the same school where I went. Anyway, she moved to Ottawa to study music at University. The musician in her has been strong from then until now, evidenced by a solo project she released in 2017.
Our paths crossed again years later when I moved to Ottawa. In the interim Susan had been holding pivotal roles in high tech firms, leading channel & direct sales, professional services, and ops which helped several to successful exits. Susan was honored In 2020 as one of the top 50 women in SaaS by the Software Report. She’s also owned several businesses as well. Currently, Susan specializes in operationalizing change through her consultancy, 8020CS. She’s taken her understanding of navigating successful change and literally wrote the book on it. "Successful Change," was released in 2023.
Chapters & Timestamps
00:00:00 - Intro
00:02:47 - Welcome Susan
00:06:46 - The chaos that comes with transformation
00:11:50 - The 8020CS Blueprint
00:21:46 - Break change down into four dimensions
00:29:38 - PSA
00:30:32 - Moving through 'gates' toward successful change
00:48:59 - Overcoming resistance
00:53:45 - Susan’s coordinate and other resources
For all the people, products and concepts mentioned, go to Episode 186's page on the Funnel Reboot site.