The Interplay Between Goal Alignment and Productivity, Ep #181
Release Date: 02/19/2020
From Sales Mode to Value Alignment, Ep #506
Sales Reinvented
I’m delighted to welcome back Lisa Dennis, an expert in buyer-focused value proposition strategy and key account management. We’re discussing what differentiates key accounts from regular ones and exploring why so many organizations struggle to clearly define them. Lisa shares her insights on aligning with customer priorities, avoiding common pitfalls when transitioning from selling to managing strategic accounts, and developing account plans that stay relevant amidst dynamic business shifts. You’ll also hear practical methodologies for effective stakeholder engagement, the importance of...
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Understanding Why Strategic Account Management Builds Relationships, Ep #505
Sales Reinvented
We’re lucky to have Mark Sellers with us this week. He’s the author of "The Funnel Principle" and "Blind Spots: The Hidden Killer of Sales Coaching," whose programs have been implemented in 20 countries. Mark shares his expertise on building effective key account teams, the importance of stakeholder mapping, and how to access senior decision-makers. Our conversation covers essential tools and methodologies, best practices for creating living, and the critical role of cadence in driving meaningful progress. You'll also hear a compelling real-world example from Mark’s coaching experience,...
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Don’t Miss Out on Key Opportunities for Your Business, Ep #504
Sales Reinvented
On the show this week, I welcome back renowned customer growth expert Janice B. Gordon, founder of the Scale Your Sales framework and award-winning Revtech strategist. We’re exploring what differentiates a key account from a regular one, why organizations struggle with these definitions, and the mindset shift required for salespeople transitioning to account management roles. Janice shares her strategies for creating customer-centric, data-driven account plans and highlights key tools and methodologies that drive long-term client value. From actionable do's and don'ts to a compelling...
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How to Identify a Key Strategic Partner, Ep #503
Sales Reinvented
This week, I’m joined by Jermaine Jones, visionary founder of Jones Global Group and a recognized leader in enterprise risk and strategic talent selection. Jermaine shares his insights on common pitfalls sales professionals encounter during account transitions, and gives actionable strategies for aligning account plans with customer objectives. We also discuss his favorite tools and methodologies for key account managers and why he believes that stakeholder mapping is a crucially important part of the process. Outline of This Episode [00:00] Key Account vs. Regular...
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The Power Law Principle in Key Account Management, Ep #502
Sales Reinvented
Key Account Management (KAM) isn’t just about maintaining relationships and securing renewals. Today’s business environment demands a new approach—one rooted in strategic growth, deep customer understanding, and proactive leadership. I sit down with Alex Raymond, founder of Amplify, author of "The Growth Department," and leading expert in account management and client engagement, to explore what sets world-class key account managers apart and how organizations can improve their KAM strategies. We discuss how to define and segment key accounts, ways to align strategies with customer...
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Building Relationships and Delivering Value as a Key Account Manager, Ep #501
Sales Reinvented
My guest this week, Josh Curcio, is CRO and partner at Protocol 80, a HubSpot community champion, and experienced strategist for technical B2B companies. We dig into key account management—exploring what differentiates key accounts from regular ones, common mistakes salespeople make when transitioning to account management, and strategies for aligning sales approaches with customers’ business objectives. Josh shares his expertise on stakeholder mapping, the importance of regular check-ins, and actionable tips for building lasting relationships. Tune in for practical advice as he shares how...
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How to Build Powerful Key Account Plans, Ep #500
Sales Reinvented
Welcome to the 500th episode of the Sales Reinvented Podcast! I’m joined by returning favorite Mark Hunter, also known as "The Sales Hunter." We dig into the world of key account management—unpacking what sets key accounts apart from regular ones and why so many organizations struggle to define them clearly. Mark brings his extensive experience to the conversation, emphasizing that key account management is less about making the sale and more about building relationships, orchestrating resources, and understanding your customer's business as well as they do themselves. You'll hear...
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Aligning Customer Objectives with Key Account Strategies, Ep#499
Sales Reinvented
Key account management (KAM) is often seen as the pinnacle of business-to-business (B2B) sales, but it’s also one of the most misunderstood areas. The stakes are higher, the relationships more complex, and the rewards, when managed correctly, can be transformative for both supplier and customer. In this episode of the podcast, I welcome Dr. Beth Rogers, former business development practitioner in the IT sector, visiting Fellow at Cranfield School of Management, and researcher in key account management, to shed light on what differentiates key accounts, mistakes salespeople make when...
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Key Communication Skills That Shorten Sales Cycles Ep #498
Sales Reinvented
This week on the podcast, I’m joined by Andy Bounds, recognized as the UK Sales Trainer of the Year. We’re tackling a topic that I know sales professionals everywhere are going to find useful: how communication can be the accelerator for driving more sales, faster. Andy shares practical, actionable strategies for transforming the way leaders and sales teams engage with customers—shifting the focus from pushing harder or offering discounts to truly connecting, understanding, and delivering memorable value. We dig into common communication missteps that create confusion or...
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Becoming Ridiculously Easy to Do Business With, Ep 497
Sales Reinvented
This week, I have with me renowned customer experience expert, David Avrin, for a discussion on why being “ridiculously easy to do business with” is now the ultimate sales advantage. David shares insights into how rigid processes and a lack of flexibility often frustrate customers—and how organizations can turn ease and responsiveness into their biggest differentiators. Tune in as we discuss common friction points, explore practical steps for boosting customer satisfaction, and discover the top dos and don’ts every sales team should follow to future-proof their success in...
info_outlineGoal alignment in business can be a powerful tool. It’s not only a tool—but a necessity. Are the different departments working in unison? Are you part of a sales team at war with the marketing team? If you’re ready to become more productive and ready to find ways to align with the goals of the company, listen to this episode now!
Christopher Ryan joins Paul to share his experience with goal alignment and how it was the key to his success. He is the CEO, founder, and Revenue Growth Catalyst and Execution Expert at Fusion Marketing partners. He is an expert in B2B marketing and helping businesses grow their revenue.
Outline of This Episode
- [1:00] Christopher Ryan shares what productivity means to him
- [1:55] Why aren’t salespeople effective?
- [4:55] What are the attributes of a productive salesperson?
- [7:20] Tools, strategies, and tactics
- [10:05] Top 3 productivity do’s and top 3 don’ts
- [14:30] Christopher’s favorite productivity story
Knowledge and a desire to serve will set you apart
A productive salesperson also needs to master their niche. They should have deep product and domain knowledge. They know how to bring information and resources to the table that a competitor can’t match.
A sales representative doesn’t need to be aggressive. In fact, Christopher points out that the best sales professionals have a desire to serve. They are people who really want to help, not just make a sale. They’ve mastered the art of friendly persistence and the ability to sell without offending the prospect.
Above all else, they recognize that their prospects are human beings. Human beings who aren’t looking for a transaction, but a relationship, a rapport. Successful salespeople have pleasing personalities—they want their prospects to feel happy and confident with the relationship.
Christopher’s favorite tools + tactics
Christopher shares his top 4 solutions for helping a sales professional stay productive. What are they?
- Use a CRM system: It helps keep you organized. It is a tool to help capture everything you’re trying to keep in your head.
- Use a calendar tool: Christopher recommends Calendly or any tool that makes it easy for prospects to book time with you.
- Content Management System (CMS): What resources do you need at certain points in the sales cycle to facilitate the process of selling? Organize it here.
- Find a content curation system: gather information so you understand what’s being talked about and what will help your prospects.
Christopher’s top 3 productivity do’s and don’ts
Christopher brought so much value in this episode and shared some of his best productivity hacks. These are the top 3 things he believes you must do:
- Understand and promote a unique brand promise. If you are different, unique, and offer something of value your product is set apart.
- Work closely with your marketing division. You must agree on a process and recognize you’re on the same team.
- Plug revenue leakages. What leads weren’t followed up on? Was something handled outside of the system? Make the process easier.
What things shouldn’t you do?
- Don’t waste valuable time with unqualified prospects. Make sure you’re talking to the right people.
- Don’t do your own lead qualification. Allow your sales development team to handle this part of the process.
- Never stay in an unpleasant or hostile business. Don’t be afraid to leave. Happy and healthy employees produce the best results.
Why goal alignment is so important
Christopher was the VP of marketing at a software company. The business didn’t have good processes in place. Sales reps were unhappy—and unproductive. With full permission, he met with his sales counterpart. They worked together to establish joint goals, defined what a qualified lead was, and implemented a nurturing process.
The aligned their vision and goals. It changed everything.
The cost to acquire a lead dropped from $150 to $65. They went from less than 50% lead follow-up to over 90%. Lead leakage was lowered to less than 10%. That is the power of discipline and goal alignment.
Christopher confidently stated, “If you put your minds together and look forward in the same direction, and have joint goals, you can do anything”.
Resources & People Mentioned
Connect with Christopher Ryan
Connect With Paul Watts
Audio Production and Show notes by
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