Aligning Customer Objectives with Key Account Strategies, Ep#499
Release Date: 03/25/2026
Practical Do’s and Don’ts for Lead Generation, Ep #520
Sales Reinvented
This week I’m joined by three inspiring industry experts, Mark Hunter, Sonia Dumas, and Diane Helbig, who unravel the secrets behind effective prospecting and lead generation. We discuss best practices and attitude shifts, and each guest shares their story sharing their experience of the transformative power of the right prospecting process. You’ll be inspired by my guests' essential prospecting and lead generation do’s and don’ts that have shaped successful outreach strategies. As well as tactical advice, we also dig into the mindset changes necessary for long-term...
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How to Win at Prospecting, Ep #519
Sales Reinvented
Sales prospecting and lead generation are the lifeblood of any thriving sales career—but they’re also some of the most misunderstood and mismanaged aspects of the job. Carole Mahoney, Darryl Praill, and Tim Hughes share insights that challenge traditional mindsets and equip listeners to approach prospecting with precision, empathy, and creativity. We explore the necessity of ongoing learning, time-blocking for prospecting, and seeking support from peers. My experts also discuss the risks of overvaluing a single champion in the sales cycle and the power of humanized content to...
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Building Connections that Convert, Ep #518
Sales Reinvented
We’re digging deep into the essentials of prospecting and lead generation with guests Brynne Tillman, Jeff Bajorek, and Caryn Kopp this week. They share their top actionable do's and don'ts, revealing prospecting strategies that they have found to work. You’ll hear real-world success stories—from making warm connections on LinkedIn to the power of consistent, quality touchpoints and the importance of solving your client’s real challenges, not just following the standard playbook. Outline of This Episode [05:53] Challenges of prospecting and leads [07:09] Taking...
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Unlocking the Science of Prospecting, Ep #517
Sales Reinvented
This episode of Sales Reinvented dives deep into the essential do’s and don’ts of prospecting and lead generation with advice from three industry trailblazers. I host Bill McCormick, Mary Grothe, and Tony Hughes to help you transform cold outreach into meaningful connections and qualified leads. You'll hear their top do's and don'ts for successful lead generation, compelling real-world sales stories, and get their lessons learned from overcoming challenges in the field. Outline of This Episode [01:49] Nurture prospects on LinkedIn by providing value and insight...
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Spinning Sales Gold—Why Stories Sell, Ep #516
Sales Reinvented
Today’s “Best Of” episode brings together top minds in storytelling for sales success. In this episode, you'll hear practical do’s and don’ts from Philip Humm, Doug Keeley, and Patti Pokorchak, who share how to craft stories that engage, connect, and create real value for clients. Whether it’s making your customer the hero, keeping stories concise and relevant, or demonstrating the undeniable power of value-driven storytelling, this episode is packed with actionable insights to elevate your sales conversations and results. Get ready to be inspired by compelling examples and...
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How to Captivate Customers, Ep #515
Sales Reinvented
Storytelling isn’t just a buzzword in the world of sales, it’s a transformative tool that can turn mundane pitches into memorable, persuasive conversations. This week, I bring together industry experts Mark Smyth, Kristie Jones, and Park Howell to share their top storytelling do’s and don’ts for sales professionals. Whether you struggle to keep your stories concise, want to captivate your audience, or wonder how to make your data more compelling, this episode will give you actionable advice and inspiring real-world examples. Outline of This Episode [01:40] Guide the...
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Don’t Just Tell—Engage, Listen, and Share Stories that Stick, Ep #514
Sales Reinvented
Sales isn't just about products, features, or numbers, it's all about forging genuine human connections. The best way to do this is by mastering the craft of storytelling. In this episode, I speak to some phenomenal sales experts, Mike Adams, John Livesay, and Kyle Gray, who share their favorite storytelling do’s and don’ts, and their personal strategies for winning business and building trust. Listen in as they share their wisdom and practical tips to help you refine your own sales storytelling. Outline of This Episode [00:00] Importance of knowing what a story is and isn't...
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Mastering Sales Storytelling, Ep #513
Sales Reinvented
This week, my three expert guests, Mary Jane Copps, Paul Smith, and Roy Furr, cover everything from injecting humor and vulnerability into your stories to crafting narratives that move prospects closer to a sale. They discuss the importance of using stories with purpose: tailoring them to your audience, keeping them concise, and ensuring they support your sales process. They also share their thoughts on the dangers of boastfulness, going off topic, or using stories without a clear connection to your sales goals. Tune in for practical advice, real-world examples, and memorable lessons to help...
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Mastering Referral Selling: Strategies, Stories, and Lessons from the Pros, Ep #512
Sales Reinvented
Referral selling remains a game-changer in modern sales, not just for filling pipelines with high-quality leads, but for building lasting business relationships rooted in trust. My guests, Stacey Brown Randall, Steve Hall, and Dr. Ivan Misner shared their most impactful referral selling strategies, missteps to avoid, and stories that deliver invaluable lessons for any sales professional looking to maximize their impact through referrals. The lessons shared in this episode will help you elevate your referral selling game to new heights. Outline of This Episode [01:04] Identify and revisit...
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How to Build Powerful Referral Networks, Ep #511
Sales Reinvented
Referrals are the lifeblood of high-performing sales organizations, yet many teams overlook their full potential. In this Best Of episode of Sales Reinvented, I bring together three dynamic referral selling experts, Steve Benson, Lori Richardson, and Joanne Black, to share actionable strategies, hard-hitting do’s and don’ts, and memorable stories from their own careers. Outline of This Episode [0:00] When to ask for referrals [00:55] Importance of tracking referrals [02:03] Making the referral process fun and personal [05:48] Creating value leads to natural,...
info_outlineKey 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 transitioning to KAM, tools and methodologies, and how to build action-driven key account plans.
Outline of This Episode
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[00:00] Key accounts: building value and growth
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[03:48] Key account management challenges
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[08:02] Building and mapping key connections
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[12:50] Customer-focused key account strategy
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[15:45] Key account management tips
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[18:12] Steps to key account management success
What Makes a Key Account “Key”?
A key account isn’t defined by its current size or spend, but by its strategic value, which can change depending on your organization’s objectives. As Beth Rogers explains, strategic value can be realized in many ways: volume of business, innovation, quality, and most importantly, growth potential. It’s about asking, “How much could this account grow over the medium to long term?” rather than focusing on current revenue.
Transitioning from Sales to Account Management
One of the biggest pitfalls for sales professionals moving into KAM is underestimating the complexity and the patience required. Key account management isn’t about quick wins, it’s a marathon, not a sprint. The tendency to rely on previous sales habits can cause frustration, making coaching and developmental support essential.
Interestingly, coaches don’t always have to be senior managers. Sometimes, external consultants add value by helping navigate internal politics and providing perspective, supporting account managers through the slower, relationship-driven process of managing strategic accounts.
Strategic Tools and Methodologies
To align key account strategies with clients' business objectives, Beth recommends putting yourself in the customer’s shoes and using analytical tools such as the 9-box SWOT. Unlike standard SWOT, this version offers a more nuanced mapping of the interplay between strengths, weaknesses, opportunities, and threats, helping uncover where internal capabilities meet external realities and where investment or change is required.
Stakeholder mapping is equally vital, especially in complex B2B relationships. Leveraging relationship mapping software like IntraHive can reveal hidden connections, trust points, and potential introductions, which are useful in an era where job turnover is rapid and maintaining up-to-date relationship maps is a constant challenge.
Must-Have Tools for Modern Key Account Managers
Effective KAM plans start from the customer’s perspective and use logical flow to connect supplier capabilities to customer needs. Plans should be ideas-driven and, crucially, shared with customers. When customers see creativity and “sparks” in the plan, they’ll hold account managers accountable, ensuring the plan becomes a living document rather than a shelf artifact.
Beth offers a shortlist of methodologies:
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Account-Based Marketing (ABM): Delivers relevant messaging to decision-makers.
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Knowledge Management (KM): Identifies expertise within the supplier organization and matches it with customer needs.
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Relationship Mapping: Documents all touchpoints and connections.
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Scenario Planning / Horizon Scanning: Keeps the conversation with customers innovative and ahead of the curve.
Always start with the big picture. Each day, focus on what will help your customer succeed strategically—and translate that into immediate, actionable steps. As companies move towards sustainable growth, key account management becomes a catalyst for partnership, innovation, and long-term value.
Resources & People Mentioned
Connect with Beth Rogers
Connect With Paul Watts
Audio Production and Show Notes by
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