Higgle: The B2B Sales Club

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It’s all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

Mastering Supplier Relations Through Strategic Dialogue with Kelly Barner 06/23/2025

Mastering Supplier Relations Through Strategic Dialogue with Kelly Barner How can procurement professionals transition from mere cost-cutting to becoming strategic partners that drive amazing business outcomes? Kelly Barner, Co-Founder and Head of Content and Operations at Art of Procurement, is here to talk all about strategic procurement as shown through her journey from traditional purchasing roles to building strategic, relationship-focused positions. We explore the critical shift in procurement, highlighting how sourcing and procurement differ, and the importance of moving beyond just cost-cutting to build meaningful supplier collaborations. Together, we look at the challenges procurement professionals face as they transition from transactional tasks to strategic partnerships. Kelly explains the unintended consequences of supplier rationalization and centralization, emphasizing the need for respect and influence within organizations. Throughout the episode, Kelly provides a roadmap for building ethical supplier relationships, focusing on transparency and professionalism in risk management. Topics covered during this episode include: How procurement roles have evolved from transactional tasks to strategic partnerships. Why procurement now emphasizes respect and influence over cutting costs. What really motivates procurement professionals. How sourcing differs from procurement, often indicating larger, segmented organizations. Why supplier rationalization and centralization have reshaped procurement professionals' roles. How ethical supplier-procurement relationships require timing and strategic dialogue. Why transparency and professionalism are crucial in procurement risk management. How winning supply proposals require specificity, cultural fit, and understanding business outcomes. Why engaging procurement professionals effectively involves being professional, prepared, and courteous. How procurement professionals aim to be strategic collaborators with suppliers and internal teams. Why understanding category management is important for suppliers. How regular dialogue and offering insights can help prospective suppliers engage with procurement. Dig into this episode if you want to master the art of strategic procurement and enhance your organization's supplier engagements! Kelly Barner on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/37086750

Typical Agency Dysfunctions and How to Avoid Them with Leah Power 06/16/2025

Typical Agency Dysfunctions and How to Avoid Them with Leah Power Is your agency prepared to counteract typical dysfunctions and build value-driven client partnerships? Leah Power, EVP, Strategic Operations Consultant at the Institute of Canadian Agencies, joins us for a second appearance to discuss the relationship between cost efficiency and creativity in agency-client relationships. Leah examines the role of procurement in this dynamic, describing the challenges that arise when cost-saving measures threaten the innovative spirit that is crucial for successful partnerships. We unravel the tensions between procurement-driven processes and the collaborative heart of agency work, advocating for a more balanced approach that values long-term innovation and value creation alongside financial sensibility. As we navigate the difficulties of modern procurement, Leah shares her insights on the importance of qualification-based selection and relationship-centred dialogues. We also discuss strategies to counteract typical agency dysfunctions (TADs) that often lead to client dissatisfaction and explore alternatives to the high stakes repitching process. Topics covered during this episode include: Why a balanced approach between financial metrics and long-term value is the best practice. How the procurement process has evolved to become more structured and price-focused. How typical agency dysfunctions can lead to client dissatisfaction and loss of business. Why maintaining transparency and understanding client needs is vital in procurement discussions. How strategic alternatives, like audits, can help agencies avoid costly repitching processes. Why it is important for agencies to have open, honest conversations with clients about procurement reasons. How agencies can creatively respond to procurement's cost-saving demands without compromising innovation. Why focusing on operational excellence and communication can prevent agency churn. How agencies can leverage relationship building to counteract procurement's emphasis on cost. Discover the secrets to successful agency-client dynamics and learn how to maintain creativity amidst cost-saving pressures! Leah Power on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/37010790

Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 1 06/09/2025

Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 1 Ready to find out how agencies can strike the perfect balance between upselling and nurturing lasting client relationships? Jon Peppiatt, who has amassed over 35 years of marketing experience including his time as Chairman at BBH London, joins us today. In this first of two parts, the conversation focuses on upselling as well as the balance between retaining existing clients and acquiring new ones. Jon emphasizes the importance of not overpromising on new capabilities, as it can negatively impact client relationships. We closely examine the evolving landscape of B2B advertising, where generative AI and strategic creativity play increasingly significant roles. Jon speaks to the importance of authenticity in pitches and the human element in client-agency relationships, drawing from BBH's legacy of challenging client assumptions with bold ideas. We later explore how agencies can stand out in the crowded media environment by creating impactful and memorable content. Topics covered during this episode include: Why delivering promises is crucial to sustaining robust client relationships in advertising. How staying engaged with marketing post-retirement has led to a satisfying lifestyle for Jon. Why generative AI's transformative influence is reshaping agency strategies. How strategic thinking remains indispensable amidst the rise of generative AI. Why challenging client assumptions and bold creativity are so useful in agency pitches. How agencies can triumph in pitches by maintaining authenticity and creativity. Why a well-defined strategy is vital for effective creative execution. How to stand out in pitches and RFPs through focus, brevity, and impactful moments. Why avoiding marketing jargon and being authentic is critical in client interactions. How memorable content is more crucial than ever in today's media-saturated world. Tune in for actionable strategies and an engaging discussion that will inspire your approach to agency growth and creative excellence! Jon Peppiatt on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36900335

Humanize Your Sales Approach Using The Wes Method with Wes Schaeffer 06/02/2025

Humanize Your Sales Approach Using The Wes Method with Wes Schaeffer What unique sales insights can be gained from someone who traded military discipline for the dynamic challenges of B2B? Wes Schaeffer, AKA The Sales Whisperer, is a former Air Force member who has successfully transitioned into the world of B2B sales. Today’s conversation has Wes sharing his unique journey from the structured environment of the military to the ever-evolving landscape of sales, emphasizing the importance of adaptability and self-motivation. We talk about the critical overlap of sales and marketing, exploring how aligning these efforts can lead to success. Wes shares personal stories that show the vital role of effective communication and marketing automation in achieving sales success. Wes also introduces the "Wes Method," an approach to human-centric selling that aligns sales techniques with the buyer's journey. He discusses the challenges younger salespeople face in forming genuine connections and the impact of digital marketing on these interactions. Through analogies, Wes highlights the necessity of both consistency and personalized coaching. Topics covered during this episode include: How Wes transitioned from the Air Force to a successful career in B2B sales. Why adaptability and self-drive were crucial in his career transition. How prospecting and aligning sales with marketing contributes to sales success. Why effective communication and marketing automation are non-negotiables. How humanizing sales can overcome the impersonal nature of digital marketing. Why understanding customer perspectives improves connection and sales outcomes. How the "Wes Method" aligns sales techniques with customer buying habits. Why consistency and personalized coaching are vital for mastering sales skills. How Wes's tools offer cost-effective solutions for sales professionals. Why having mentors and engaging in self-evaluation enhance sales effectiveness. How practicing sales fundamentals leads to long-term success and mastery. Check out this inspiring episode to learn real strategies for enhancing your sales skills with the unique "Wes Method" that blends personal experience with cost-effective tools! Wes Schaeffer on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36786150

Mastering Negotiation Through Compassionate Curiosity with Kwame Christian 05/26/2025

Mastering Negotiation Through Compassionate Curiosity with Kwame Christian Is embracing emotional intelligence while understanding the amygdala hijack the secret to mastering negotiations under pressure? Kwame Christian, a globally recognized negotiation expert and CEO of the American Negotiation Institute, joins us today. He shares his inspiring journey from a novice negotiator to a LinkedIn Top Voice with over 119,000 followers, emphasizing the importance of emotional intelligence and managing emotions under pressure. His unique approach to negotiation, influenced by his passions for chess and powerlifting, offers valuable insight into mastering difficult conversations. We explore the transformative power of compassionate curiosity as a negotiation tool, focusing on building trust and human connection. Kwame and I discuss the role of authenticity in social media engagement and how this has helped us both grow our follower bases. We delve into strategies like role-playing, and even using tools like ChatGPT, to refine communication and prepare for challenging discussions. Kwame also explains the concept of the amygdala hijack, which shows the critical role of emotional intelligence in managing conflict. Topics covered during this episode include: How Kwame built an authentic social media presence, expanding his follower base significantly. Why understanding amygdala hijack is crucial for emotional intelligence in negotiations. How compassionate curiosity serves as a fantastic negotiation tool. Why role-playing, even with AI tools, can refine communication strategies. How building trust through compassionate curiosity creates conditions for effective persuasion. Why negotiation requires managing emotions so that you can perform under pressure. The three core negotiation skills: listening, asking questions, and managing emotions. Why consistent, authentic content is the best for growing a following on LinkedIn. How adapting content to each social media platform enhances audience engagement. Why Kwame views negotiation as a skill anyone can master with practice. Join us as we delve into the profound impact of compassionate curiosity and role-playing on enhancing your negotiation prowess! Kwame Christian on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36667745

Avoiding Complacency Through Agency and Consultancy Dynamics with Dino Myers-Lamptey 05/19/2025

Avoiding Complacency Through Agency and Consultancy Dynamics with Dino Myers-Lamptey Ready to learn the strategic shifts that can help organizations avoid the pitfalls of complacency? This week we’re welcoming Dino Myers-Lamptey, who founded The Barber Shop, which is a strategy-led media, creative, and tech company. We look at the complex world of agency and consultancy dynamics, revealing how complacency can derail organizations. Dino's involvement in several organizations, including being a trustee at Brixton Finishing School, allows for him to provide a unique perspective on maintaining a competitive edge. Dino talks about the need for strategic problem-solving in consultancy, emphasizing the importance of understanding clients' true needs beyond superficial KPIs. He also introduces Leaps, an innovative product designed to quickly align stakeholders and tackle clearly defined business challenges. We also explore the distinctions between agency and consultancy skill sets, emphasizing the importance of trust and relationships in agency-client partnerships. As we discuss the shift to a consultative sales approach, we get into the strategic advantage of creating discussion documents and the power of asking the right questions to fine-tune pitches and build genuine partnerships. Topics covered during this episode include: Why organizations can falter due to complacency and lose focus on competition and customer needs. How problem solving in consultancy balances targeted outcomes. Why understanding clients' needs beyond KPIs is crucial for effective consultancy. How Leaps helps businesses align stakeholders and tackle defined challenges through focused sprints. Why trust and relationships are more critical than creative ideas in agency-client partnerships. How agencies and consultancies differ in skill sets and pitching processes. Why transitioning to a consultative sales approach emphasizes understanding client needs over traditional proposals. How listening and asking the right questions refine pitches and build partnerships. Why understanding sector expertise can determine the success of a pitch in consultative sales. Unlock the secrets of balancing creativity with data-driven strategies and learn how to maintain a competitive edge in agency-client partnerships! Dino Myers-Lamptey on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36612975

Why Independent Agencies Are Making Waves in the Advertising World with Nigel Roberts 05/12/2025

Why Independent Agencies Are Making Waves in the Advertising World with Nigel Roberts Can the rise of independent creative agencies signal a revival in the craft of advertising? Nigel Roberts, Creative Partner at Orange Panther Collective, shares the secrets behind making ads that resonate with audiences for years to come in this episode. We explore the balance between creativity and sales, and Nigel reveals how engaging and persuading consumers are the cornerstones of effective advertising. We navigate the shifting landscape of marketing strategies, contrasting traditional approaches with modern, process-driven methods. We also dissect the evolving dynamics within the advertising world, particularly the rise of independent creative agencies. Nigel discusses how these nimble firms are reviving the art of advertising by offering personalized service and focusing on quality. As we examine the industry's shift from valuing creative work to prioritizing brand awareness, we check out the roles of words and imagery in captivating consumer attention. Nigel's journey through various agencies, from major networks to independents, provides a detailed look at the challenges and opportunities in today's advertising environment. Topics covered during this episode include: The campaign that Nigel has been the proudest of in his career. How creativity and sales need balance to engage and persuade consumers effectively. Why marketing strategies are shifting to fragmented, process-driven approaches. How brand and performance marketing influence consumer decision making differently. Why the industry is moving away from valuing creative agency work, affecting campaign impact. How independent agencies are reviving advertising through personalized service. Why smaller agencies can present unique opportunities and carve out niches in the industry. How Nigel's career journey reflects on the advertising industry's evolution and current trends. Why focus groups and process-driven approaches challenge creative integrity in advertising. How remuneration models can negatively impact creativity. Why Nigel believes the best opportunities are for independent agencies right now. Explore the dynamic interplay between brand and performance marketing and gain valuable insights into the future of advertising! Nigel Roberts on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36522085

Mastering Connections from LinkedIn to Real Life with Steve Fair and Matt Broughton 05/05/2025

Mastering Connections from LinkedIn to Real Life with Steve Fair and Matt Broughton Ready to make your agency stand out in a saturated market by focusing on verifiable facts rather than self-description? Steve Fair and Matt Broughton, both from Sponge NB, are here today to discuss how to build authentic business relationships, including how to form genuine connections on LinkedIn without the pressure of immediate sales pitches. We dig deep into the nuances of effective communication, offering useful advice on presenting your agency's offerings in a way that resonates with potential clients. Later, we focus on the evolution of cold outreach and the importance of humanized communication. We tackle the challenges of standing out by emphasizing transparency, trust-building, and outcome-focused storytelling. By sharing their own real-world examples, Steve and Matt illustrate how focusing on tangible results can differentiate your agency from the competition. Topics covered during this episode include: Why Matt's beekeeping and Steve's drumming hobbies influence their business approaches. How effective communication should focus on verifiable facts and results. Why imagining a specific friend can be a useful way to deliver authenticity in business presentations. How agencies should highlight outcomes, not creative abilities, to attract clients. Why transparency and admitting mistakes build trust with clients. How to form real business relationships on LinkedIn without the pressure of sales. How humanized communication makes cold outreach more effective and memorable. Why balancing humility with confidence will strengthen your pitches. How focusing on tangible outcomes differentiates agencies in a crowded market. Why understanding client needs is crucial for de-risking the buying process. How outcome-focused storytelling wins clients as opposed to process-oriented pitches. Why some clients make decisions based on budget, time, and past partnerships. Enhance your business relationships and master the art of impactful engagement by listening to this episode packed with real-world advice! Matt on LinkedIn: Steve on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36386180

Aligning Teams for Long-Term B2B Sales Excellence with Adam Miller 04/28/2025

Aligning Teams for Long-Term B2B Sales Excellence with Adam Miller Could the art of collaboration transform your sales and marketing strategies for C-suite success? This time we sit down with Adam Miller, CEO of Elevate, to explore the art of aligning sales and marketing for B2B success. He explains the nuances of targeting C-suite decision makers in complex sales cycles, and shares his expertise on defining clear, actionable goals that drive business growth. We also tackle common misconceptions surrounding account-based marketing (ABM) and emphasize the importance of collaboration between sales and marketing teams. We address the critical issue of aligning expectations across business, sales, and marketing departments in a way that promotes long-term growth. Then, we explore the tension between short-term sales pressures and the necessity for strategic planning, illustrating the need for effective messaging and foresight in navigating the evolving landscape of B2B sales. Adam provides the tools you’ll need to harmonize your teams and thrive in the challenging terrain of B2B sales. Topics covered during this episode include: Why targeting C-suite decision-makers is crucial in complex B2B sales cycles. How defining clear, actionable goals can drive business growth and success. Why account-based marketing involves collaboration beyond just marketing teams. How tailored strategies can enhance both new and existing customer engagement. Why aligning expectations across departments is essential for long-term growth. How strategic, long-term planning prevents misalignment and inefficiencies in sales processes. Why immediate sales pressures can conflict with the need for long-term relationship building. How effective messaging can clarify a brand's unique market position and purpose. Why a lack of alignment between sales, marketing, and senior management can lead to dissatisfaction. How interdepartmental collaboration can uncover valuable insights for customer engagement. Why understanding an ideal customer profile is vital for targeted sales strategies. How technology advancements have increased the popularity of account-based marketing. Unlock actionable insights on harmonizing your sales and marketing efforts for lasting business impact. Listen now! Adam Miller on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36325490

Why You Need to Grow Your Customer’s Decision Confidence with Brent Adamson and Karl Schmidt 04/21/2025

Why You Need to Grow Your Customer’s Decision Confidence with Brent Adamson and Karl Schmidt Are you ready to discover why building customer self-confidence is more crucial than ever in today's B2B sales landscape? Brent Adamson and Karl Schmidt join us today, the duo behind the upcoming book "The Framemaking Sale." These sales experts unravel the critical yet often overlooked aspect of buyer confidence. They shift the focus from traditional supplier-centric models to the empowering idea that true confidence comes from within the customers themselves. This perspective not only transforms how we view B2B sales, but also highlights the importance of nurturing decision confidence. Throughout our conversation, Brent and Karl introduce their innovative concept of framemaking, a strategy that aligns sales solutions with client priorities. This approach goes beyond typical sales tactics by fostering genuine, lasting relationships with clients, even when they choose competitors. Their ideas promise to shake up conventional sales methods. Topics covered during this episode include: Why buyer confidence should be supplier-agnostic and focus on customers' decision making abilities. How Brent and Karl met each other at Corporate Executive Board (now part of Gartner). Why nurturing customer decision confidence is crucial in B2B. How framemaking aligns sales solutions with client priorities to overcome decision complexity. Why the book emphasizes customer confidence over supplier trust for effective decision making. The impact of decision complexity, information overload, and outcome uncertainty. Why understanding clients' businesses deeply helps navigate obstacles and maintain deal momentum. How salespeople can anticipate and overcome potential deal barriers. Why gaining customer confidence involves addressing emotional and rational decision aspects. Listen now to learn how to revolutionize your B2B sales approach with innovative framemaking techniques that build lasting customer relationships. Brent on LinkedIn: Karl on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36236210

Secrets of Fueling Growth Through Non-Traditional Collaborations with Iain Scott 04/14/2025

Secrets of Fueling Growth Through Non-Traditional Collaborations with Iain Scott What secrets do successful businesses use to convert initial collaborations into long-term, profitable partnerships? Iain Scott, the CEO and Founder of Base Creative, joins today’s conversation as we get into the transformative power of strategic partnerships for business growth. He shares his journey of leveraging his digital marketing agency's success through unique alliances. With an intriguing mix of personal interests, Iain highlights how these passions have paved the way for building impactful connections with like-minded people. We explore the dynamics of white labeling, joint ventures, and agency referrals, uncovering how these collaborations can lead to remarkable client acquisition. Our conversation takes a deeper dive into the long-term benefits of partnership building, where trust and shared interests play a pivotal role. Iain introduces his "flywheel" strategy, emphasizing how positive experiences can turn partners into advocates. Topics covered during this episode include: How strategic partnerships can drive business growth, leveraging networks for client acquisition. How partnerships involving white labeling and joint ventures boost new client acquisition. Why non-competing agencies collaborate to meet demand and enhance service offerings. How the "acqui-hire" concept strengthens expertise by merging teams and skills. Why partnerships can be likened to dating, evolving into lasting, beneficial relationships. How consistent efforts and shared passions can turn business relationships into alliances. Why a "flywheel" strategy can turn partners into advocates through trust and positive experiences. How authentic connections can be built through shared interests and unconventional networking spaces. Why maintaining long-term partnerships requires scalability and inherited credibility. How aligning values with potential partners enhances connection and collaboration. How repetition bias keeps businesses front of mind with partners and clients. Why being deliberate about partnerships is essential for long-term success and growth. Learn the strategies behind successful agency collaborations and client acquisition in this must-listen episode! Iain Scott on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36109800

Why You Need to Rethink RFP Processes for Sustainable Growth with Leah Power 04/07/2025

Why You Need to Rethink RFP Processes for Sustainable Growth with Leah Power Is your brand caught in the cycle of short-term gains due to outdated RFP processes? In this episode, we’re examining the nuances of agency operations with Leah Power, EVP, Strategic Operations Consultant at the Institute of Canadian Agencies. We unravel the overwhelming nature of agency pitches and explore the challenges agencies face, from the RFP process to building long-term relationships. Leah shares her valuable insights into navigating economic turbulence, emphasizing the importance of moving beyond commoditized views of agency services. We challenge traditional agency selection methods, likening them to recruiting a CEO rather than a mere transaction. By highlighting the pitfalls of the current RFP process, Leah advocates for a more tactful approach that focuses on transparency, trust, and competency. We also discuss the critical role of account departments in making strong client relationships and the necessity of trust as a foundation for growth. Topics covered during this episode include: Why the traditional RFP process commoditizes agency services, impacting long-term relationships. How agencies can have sustainable growth through innovative strategies and trust building. How nurturing existing client relationships contributes to long-term agency success and growth. Why traditional agency selection processes may be inefficient for complex services. How procurement practices affect agency and brand dynamics amid economic challenges. Why agencies must adapt business development strategies beyond RFPs for sustained success. How transparency and credibility are crucial for strengthening agency-client relationships. Why understanding an agency’s journey and handling challenges is vital in the selection process. How collaboration and alignment between agencies and brands enhance mutual growth. Why long-term thinking in business strategies can mitigate pitfalls in agency operations. How alternative approaches to procurement can better align with business growth needs. Join us for a deep dive into agency dynamics and uncover alternative approaches to enhance collaboration and sustainable success! Leah Power on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/36019510

Reimagining Relationships in Media and Marketing with Adam Hopkinson 03/31/2025

Reimagining Relationships in Media and Marketing with Adam Hopkinson Could formalized training in media planning and buying be the key to elevating industry standards? Adam Hopkinson, the innovative founder of PASHN, takes us into the world of media buying this week. We examine the crucial role of media planners and buyers, exploring the need for robust training and formal qualifications in the industry. Adam argues for the elevation of training standards to match other professions, ensuring that media professionals can manage client budgets effectively and confidently. We later discuss the often-misunderstood world of sales within the marketing and media sectors. We challenge the negative stereotypes associated with sales, advocating for specialization and integrity in service offerings. We also touch on the balance between remote work and face-to-face interactions, recognizing the value of networking and podcasting in building meaningful industry connections. Topics covered during this episode include: How Adam bridges media and art through his agency. Why training and qualifications in media are crucial for managing client budgets effectively. How stereotypes in sales can be dispelled to emphasize the value of specialization. Why building genuine, trusting relationships with clients is essential in media and marketing. How maintaining authenticity in service offerings is crucial for client trust. Why industry recognition of qualifications is needed in advertising media. Why the trusted advisor model is gaining relevance in today's information-rich world. Why maintaining integrity in service offerings prevents dilution of core competencies. The blurring of the line between work and personal life with clients. How remote work and in-person interactions can balance industry relationships. What risks there are when being a purely remote employee. Why you should encourage your team to network as much as possible. Discover how to elevate your sales and media expertise by building genuine relationships and fostering trust in a media-driven world! Adam Hopkinson on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35927700

Building an Incredibly Powerful Sales and Marketing Engine with Caroline Hodson 03/24/2025

Building an Incredibly Powerful Sales and Marketing Engine with Caroline Hodson How can you ensure your marketing and sales strategies are not just aligned, but actively collaborating for shared success? Today we’re joined by Caroline Hodson, Managing Director of WoolfHodson, to explore how to build a robust sales and marketing engine in the ever-changing B2B landscape. Caroline explains the critical role technology plays in crafting personalized and compliant marketing strategies, and we discuss how these elements can drive business objectives. We confront misconceptions about AI's capabilities, especially regarding unstructured data, with Caroline sharing her insights on the necessity of structured data and clear objectives for AI to produce meaningful results. We also examine the crucial need for marketing and sales alignment, advocating for a proactive partnership rather than a mere agreement. Topics covered during this episode include: The importance of building a sales and marketing engine. Why data and technology are pivotal for personalized and compliant marketing strategies. How integration of people and change management ensures successful marketing strategy adoption. Why businesses must deliver personalized experiences, similar to Netflix and Amazon. How a unified data view is essential to fully leverage AI capabilities. Why AI struggles with unstructured data without proper structure and clear objectives. Why marketing and sales alignment must evolve into active collaboration and shared goals. How a balanced approach to brand and performance marketing helps achieve business objectives. Why CMOs face increasing pressure to demonstrate their impact on sales outcomes. How changing consumer expectations influence the B2B marketing landscape. How clarity and organization in data management are critical for a competitive advantage. Why constant adaptation and data excellence are needed in an ever-changing market landscape. Discover how to revolutionize your B2B marketing strategy with cutting-edge insights on data, technology, and AI. Tune in now! Caroline Hodson on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35818565

From Passion to Profit: A Guide to Agency Transformation with Emily Metcalfe 03/17/2025

From Passion to Profit: A Guide to Agency Transformation with Emily Metcalfe Are you ready to redefine your agency's strategies for a competitive edge? Emily Metcalfe, a strategic marketing consultant, is here to guide us through the future of agency growth and client relationships. Emily dissects the crowded UK market, showcasing the critical need for agencies to articulate unique value propositions that go beyond generic descriptors. We discuss the importance of fostering genuine client relationships and how agencies, often born from passion rather than market needs, must adapt their strategies to stand out. Emily's insights challenge the outdated outreach methods, urging us to focus on building meaningful connections through authenticity and craft. As we navigate the competitive landscape, Emily offers valuable strategies for agencies facing increasing pressure from larger networks. She emphasizes the power of specialization and strategic use of AI, advocating for a "shrink to grow" approach that consolidates strengths and maintains long-term growth. Topics covered during this episode include: How agencies must articulate unique value propositions in the crowded UK market. Why many agencies start from passion rather than market needs. How genuine client relationships surpass outdated outreach methods, causing authentic engagement. Why specialization and strategic AI use are crucial in competitive agency landscapes. How enabling technologies and acquisitions shifts agency competition. Why a "shrink to grow" strategy aids long-term agency growth amidst market challenges. How focusing on clear client strategies and proven success enhances agency management. Why client-focused approaches lead to compelling proposals. Why patience and persistence transform client relationships into lasting partnerships. Why avoiding panic-driven strategies helps agencies maintain stability and growth potential. How strategic use of marketing materials can address client concerns and offer tailored solutions. Don't miss this masterclass in agency management that offers actionable insights on standing out and thriving in a competitive landscape! Emily Metcalfe on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35706050

How to Massively Build Trust to Power Global Market Entry with John Birtwhistle 03/10/2025

How to Massively Build Trust to Power Global Market Entry with John Birtwhistle How can cultural strengths and technical expertise from Latin America unlock new opportunities in the European tech market? John Birtwhistle has worked in technology consulting for nearly 20 years; developing and implementing commercial strategies aligning to goals and objectives with an aim to accelerate growth. Utilising best of breed technology and analysis to create commercial opportunities through automation, increased efficiencies, business development and cost savings. Having joined FCamara in the summer of 2024, he is responsible for executing the GTM strategy and bringing a well established LATAM brand to the UK. John shares fascinating insights in this episode on how Latin American companies are making waves in sectors like fintech and e-commerce, using their cultural strengths and technical expertise to capitalize on opportunities in countries throughout Europe. He emphasizes the importance of trust and relationship-building in navigating global markets and offers advice on how to maintain open lines of communication with stakeholders and become a reliable advisor. We discuss the challenges of entering new markets, adapting strategies, and balancing quality perception with pricing, especially when offering offshoring capabilities. John’s stories highlight the value of a strong network and clear messaging, proving how these elements can unlock significant business opportunities across the globe. Topics covered during this episode include: John’s abnormal transition from a holiday rep to a tech consultancy leader. Why Latin American companies excel in European tech markets through cultural strengths and technical expertise. How strategic networking and trust-building are crucial in navigating global business landscapes. Why the UK and European markets are attractive for Latin American tech firms despite market saturation. Why translating marketing strategies across regions presents both challenges and opportunities. How Brazil has been advancing in enterprise-scale technology, particularly in financial services. Why trusted relationships and strategic marketing are vital for entering new geographic markets. How leveraging existing networks leads to business opportunities and successful deals. Why having a clear message and point of view enhances business development efforts worldwide. How simple acts like sharing valuable information can nurture trusted business relationships. Why resilience and confidence are essential in pursuing business opportunities in new territories. Join us as we unravel the surprising advancements in the Latin American tech scene and gain insights into successful global market entry strategies! John Birtwhistle on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35592350

Debunking the Colossal Myth of B2B Consumerization with Jason Nyhus 03/03/2025

Debunking the Colossal Myth of B2B Consumerization with Jason Nyhus Could digital sales rooms be the game changer your sales team needs to overcome channel conflict and boost revenue? Jason Nyhus serves as President of Shopware, a market leading open source commerce platform with over 50,000 clients, which enables retail brands to quickly scale their businesses and easily sell across every channel. He was previously SVP of sales, marketing and partnerships at Digital River. He is a highly accomplished sales, marketing and partnership leader with over 20 years of experience in ecommerce, driving revenue growth and market adoption in the technology industry. His global expertise spans various product/service types, including SaaS, E-commerce, Cloud, and B2B, as well as several customer verticals, such as enterprise software, publishing, and consumer electronics. We’re welcoming Jason today to break down the myth of B2B consumerization and explore the unique challenges and intricacies of B2B commerce. He explains why treating B2B transactions like B2C is a strategic misstep, often resulting in unmet needs for businesses. Jason gets further into the details by shedding light on the distinct purchasing behaviours and governance that set B2B apart from B2C. We also discuss how platforms like Shopify, despite claiming to cater to both markets, often fall short in addressing the specific demands of B2B transactions. We explore the transformative power of technology in B2B sales, particularly through digital sales rooms. These innovative tools are not just about enhancing sales efficiency, but are completely redefining how customer interactions are handled in today's digital landscape. We discuss strategies for maximizing sales through both direct and distribution channels, while addressing conflicts that often arise. Topics covered during this episode include: How the myth of B2B consumerization misleads businesses and fails to meet B2B needs. Why treating B2B transactions like B2C is not a good approach to take. How platforms claiming to serve B2B and B2C often miss B2B requirements. Why B2B sales processes and governance differ significantly from B2C. How digital sales rooms can enhance sales efficiency and redefine customer interactions. Why empowering sales teams can resolve channel conflicts and boost overall sales. Why investing in sales education is crucial for economic growth and professional appeal. How understanding potentially underserved customers can unlock new growth opportunities. Why digital experiences are vital in the predominantly digital B2B buyer's journey. How B2B commerce platforms should focus on orchestration and customization. Why capitalizing expenses benefits distributors in high-volume, low-margin environments. Why Jason believes that curation is key when presenting offerings to clients. Elevate your sales game by exploring transformative strategies for maximizing B2B growth in this must-listen episode! Jason Nyhus on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35454380

Cracking the Code of Boutique Consultancy Growth with John Godfrey 02/24/2025

Cracking the Code of Boutique Consultancy Growth with John Godfrey What secrets do boutique consultancies need to unlock to build long-lasting client relationships? John Godfrey, Commercial Director at Red Badger, is here to give his insights on the challenges boutique consultancies face, especially when competing with industry giants. John shares invaluable insights on transitioning from a reliance on networks to building scalable and repeatable sales pipelines. We explore the myth of the "little black book" and discuss how to establish long-lasting client relationships that sustain growth, showing the critical differences between networking and true business development. As our conversation brings us into partnerships, we highlight how borrowing credibility from established entities can accelerate a boutique consultancy's path to becoming a trusted advisor in the C-suite market. John also shares his thoughts on the importance of hiring versatile leaders who can expand a consultancy's reach and refine its market propositions. Topics covered during this episode include: How boutique consultancies can differentiate from bigger companies through niche specialization. Why moving from networking to building scalable sales pipelines is crucial for growth. Why building trust and shared history is vital for establishing professional relationships. How transforming cold contacts into clients requires tailored strategies and client readiness. Why strategic partnerships accelerate boutique consultancies' credibility and market presence. How partnering with established entities can boost trust in specific markets. The importance of not being boring to the niche you’re trying to attract. How hiring versatile leaders can expand consultancy reach and market propositions. How the distinction between awareness, credibility, and trusted advisor status impacts client relationships. Why experimentation in marketing strategies is fundamental in finding success. Don't miss this episode for actionable insights on becoming a trusted advisor and breaking the cycle of feast and famine in boutique consultancies! John Godfrey on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35393055

Crafting Winning Pitches That Truly Connect with Freia Muehlenbein 02/17/2025

Crafting Winning Pitches That Truly Connect with Freia Muehlenbein Is your agency equipped to craft pitches that align with the shifting economic, technological, and societal landscape? Freia Muehlenbein, an insightful agency growth consultant, joins us in this episode to explore the evolving art of agency pitches. She reveals why traditional pitching methods often fall short in today's fast-paced business world, and emphasizes the need for agencies to truly understand client needs. Freia shares her experiences of collecting post-pitch feedback, revealing how economic, technological, and societal changes demand a fresh approach to pitching. As we examine modern agency pitches, Freia highlights the importance of building trust, maintaining communication, and aligning creative efforts with financial growth. Freia also shares her insights on developing strong qualification strategies and writing thought leadership papers, ensuring pitches resonate with clients' broader goals. Topics covered during this episode include: Why understanding client needs is a non-negotiable for creating successful agency pitches. How traditional pitching methods may be inadequate in today's business landscape. Why differentiation is challenging in a mature market where methodologies have become standardized. How building trust and maintaining communication can fuel client engagement. Why aligning creative efforts with financial growth influences decision-makers. How crafting a compelling narrative strategically differentiates agency pitches. Why writing thought leadership papers based on client insights is so valuable. How developing strong qualification strategies increases pitch success probability. Why identifying stakeholders and understanding budget constraints are key to winning pitches. How agencies can benefit from post-pitch feedback to improve future presentations. Why creating a detailed checklist can help overcome common barriers in pitches. Elevate your agency's pitch game by tuning into this episode packed with expert strategies for success! Freia Muehlenbein on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35299690

Massive Insights on Content Syndication and Lead Generation with Freya Ward 02/10/2025

Massive Insights on Content Syndication and Lead Generation with Freya Ward How does content syndication elevate your brand's status as a thought leader in the crowded tech marketplace? Let’s sit down with Freya Ward, the Global Sales Director at Headley Media, for her expert insights on how content syndication can be the winning medium for reaching technology decision-makers. She explains the strategies that enable companies to connect with their ideal customer profiles, emphasizing the importance of offering valuable content to address client challenges. As we navigate the challenges of tight marketing budgets, Freya provides great advice on setting micro goals and collaborating with clients to optimize lead generation efforts. By leveraging behavioral psychology principles, businesses can position themselves as thought leaders and foster long-lasting client relationships. Topics covered during this episode include: How content syndication attracts targeted audiences by using gated forms on industry sites. How setting micro goals can optimize lead generation amidst budget constraints. Why collaboration with clients is key to understanding and solving their pain points. How leveraging principles of behavioural psychology, like reciprocity, benefits sales strategies. Why you need to align lead generation efforts with the ideal customer profile. How Freya's volunteering enriches both her personal and professional life. Why choosing reliable lead generation suppliers avoids overpromising and underdelivering. Why Freya emphasizes strategic approaches over traditional tactics like cold calling. Why the buying committee's evolution requires sales to provide thought leadership content. How ABM campaigns in particular benefit from content syndication for long-term relationship building. Encouragement from Freya to be open to having conversations with lead gen suppliers. Listen now to explore this innovative strategy that can help you power through the challenges of the digital B2B marketplace! Freya Ward on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35208670

Transforming Promotions from Quick Fixes to Lasting Success with Carey Trevill 02/03/2025

Transforming Promotions from Quick Fixes to Lasting Success with Carey Trevill Are your promotional strategies genuinely fostering trust and engagement, or merely offering short-lived spikes in sales? Carey Trevill hails from a successful agency background with award-winning campaigns across broadcast and non-broadcast media for global brands. She is an experienced business owner which has included the M&A of her agency, going on to manage the UK flagship for global agency group TLC Marketing Worldwide. Swapping stages to work in trade and industry, she was appointed Managing Director of The Institute of Promotional Marketing until 2018 which included a position on the Committee of Advertising Practice in the UK (CAP) examining the broadcast and non-broadcast advertising regulations in the UK. She remains an independent advisor on the CAP Promotional Marketing Direct Response Panel (PMDRP) panel, reviewing promotional and direct marketing cases with the ASA. Working with a wide variety of organisations through her consultancy Mission Element, she provides advice and support to organisations with business growth, operational and change management, campaign compliance, marketing and promotion. With Carey’s guidance, this episode explores the role of promotions in marketing along with their impact on brand loyalty. In particular, we take a close look at how promotions can sometimes erode brand loyalty by attracting consumers from competitors, resulting in temporary sales spikes that might not sustain long-term growth. Carey and I discuss the importance of questioning client briefs to ensure promotional activities align with genuine consumer needs and avoid costly missteps. We emphasize the need to question assumptions and foster clear communication to truly understand stakeholders' needs. Drawing from experiences in marketing agencies, we highlight the role of procurement in crafting effective briefs, ensuring campaigns are realistic, compliant, and creative. Topics covered during this episode include: How promotions can simultaneously build and disrupt brand loyalty in marketing. Why promotions are often misused, leading to temporary sales boosts but not sustained growth. How strategic promotions can foster trust, especially in digital spaces. Why consumer behaviours are influenced by platforms like TikTok and the need for simplicity. How agencies should challenge client briefs to uncover true priorities and avoid missteps. Why understanding the real purpose of promotions is crucial for creating effective strategies. How the complexities of using new technologies impact user experience in promotional campaigns. Why trust and concise messaging are vital in promotional strategies for capturing consumer attention. How agencies can unlock creative potential by questioning initial instructions and assumptions. Why challenging the status quo in marketing can lead to more impactful campaigns. How data collection obsession can lead to irrelevant promotions and wasted efforts. Why testing and planning are essential to meet modern consumer expectations and avoid negative experiences. Join us for a deep dive into effective promotional strategies and learn how to avoid common pitfalls that could harm your brand loyalty. Carey Trevill on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35115835

Constructing a Winning, Sustainable Revenue Strategy with Roee Hartuv 01/27/2025

Constructing a Winning, Sustainable Revenue Strategy with Roee Hartuv Are SaaS firms ready to pivot from aggressive expansion to becoming trusted advisors for their clients? Roee Hartuv is a Revenue Architect at Winning by Design. WbD is a global B2B revenue consulting and training company that enables recurring revenue teams to architect sustainable growth. Leveraging its experience with high-growth companies, WbD applies scientific frameworks and proven models to help sales, marketing, and customer success teams at B2B companies and global enterprises maximize their impact. Roee shares his expert insights on transitioning from the traditional emphasis on top-line growth to a more balanced approach that prioritizes profitability. As we explore pivotal shifts in the SaaS market, Roee explains the critical need for data-driven strategies and customer retention, using notable examples like Dropbox's severe stock price drop in 2021 as a turning point for the industry. We go deeper into the challenges that SaaS companies face in today's competitive market, especially amid the slowdown in IPOs and the liquidity constraints on venture capital. Roee emphasizes the importance of becoming trusted advisors to clients, leveraging AI to cut costs, and shifting focus from aggressive growth to sustainable models. Roee illustrates how companies can thrive by solving real customer problems and expanding existing customer bases. Topics covered during this episode include: How Roee emphasizes designing revenue strategies based on scientific methods, not intuition. Why SaaS companies must pivot from aggressive growth to sustainable profitability. How the IPO slowdown affects venture capital liquidity in the SaaS market. Why customer retention and expansion are crucial for SaaS success. How AI can help SaaS companies cut costs and enhance customer retention. Why SaaS companies should become trusted advisors to differentiate in the market. How companies have transitioned to profitability by focusing on existing customers. Why balancing standardization with customization poses challenges for SaaS companies. How data-driven decision making can enhance sales productivity and efficiency. How sales teams need to build deeper client relationships to succeed in the enterprise market. Why current economic conditions demand a reevaluation of SaaS business models. Don't miss out on expert insights that reveal how to navigate the complexities of B2B sales and emerge as a trusted advisor in today's economic climate. Roee Hartuv on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/35012020

Embracing the Salespreneur Mindset by Transforming Sales Through Positivity with John Golden 01/20/2025

Embracing the Salespreneur Mindset by Transforming Sales Through Positivity with John Golden What strategies can you employ to cultivate a positive sales mindset and build genuine client connections? We’re talking about how to be your best self as a salesperson with John Golden in this week’s show. He is the Chief Marketing and Strategy Officer at Pipeliner CRM, and redefines what it means to be a salesperson by embracing an entrepreneurial spirit. As we explore the challenges salespeople face, such as variable compensation and daily rejections, John highlights the importance of starting each day with positivity. He advises against the negativity of social media and news, offering strategies to maintain an upbeat outlook. By consciously choosing a positive mindset, salespeople can better navigate the ups and downs of their profession, fostering resilience and creativity. We discuss how truly understanding clients and their industries allows for more effective engagement and the avoidance of common pitfalls. John shares insights on balancing professionalism and authenticity, stressing the importance of gravitas in client interactions. We conclude with key takeaways for sales professionals that are essential for building strong client relationships and achieving sales success. Topics covered during this episode include: How John redefines salespeople as "salespreneurs" with an entrepreneurial mindset for success. Why starting the day with positivity helps salespeople navigate professional challenges. How to maintain a positive mindset by avoiding negativity from news and social media. Why curiosity and active listening are crucial for understanding clients and industries. How active listening prevents premature conclusions and builds stronger client relationships. Why the "business of business" knowledge is essential for modern sales strategies. Why balancing professionalism and authenticity enhances client interactions. How exploring client needs thoroughly prevents missing crucial issues. Why starting the day with positive inputs can improve sales performance. Strategies for overcoming sales challenges like rejections and variable compensation. Why exploring deeper issues creates more value in sales interactions. The importance of gravitas and avoiding overly casual approaches. How leaning into curiosity and preparation fosters sales success. Why you may think you are busy when in reality you are just distracted. Embrace the art of active listening and learn how to navigate sales challenges with confidence by listening to this insightful episode. John Golden on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34909910

Transforming Lead Generation Via Strategic SDR Use with Gabe Lullo 01/13/2025

Transforming Lead Generation Via Strategic SDR Use with Gabe Lullo Could outsourcing your SDR function be the game-changing move your company needs for lead generation? Gabe Lullo, CEO of Alleyoop, brings an intriguing blend of skills to the table in this episode, including a background as a professional juggler. Gabe dissects the evolving role of sales development representatives (SDRs) and the often-overlooked costs associated with maintaining a sales team. He provides insight to how tech companies are revolutionizing the sales process by assigning prospecting tasks to SDRs, allowing account executives to concentrate on closing deals. This strategic shift has been pivotal in reshaping the sales landscape, especially in professional services firms. By comparing two competing companies, we discover that consistent content creation and social proof can drastically improve appointment show-up rates. Gabe emphasizes the importance of viewing the SDR role as a career path rather than a stepping stone, which can enhance team stability and long-term success. We concluded with some advice for auditing current sales strategies and considering outsourcing to optimize sales potential. Topics covered during this episode include: Why companies often underestimate the true costs of supporting a sales team beyond payroll. The SDR role’s significant evolution due to technological advancements. How SDRs allow account executives to focus on closing deals rather than prospecting. Why professional services firms benefit greatly from employing SDRs for lead generation. How content marketing enhances SDR effectiveness and boosts appointment show-up rates. Why consistent content creation and social proof are vital for building trust. How organizations can audit sales strategies and consider outsourcing for better efficiency. Why recruiting SDRs who see the role as a career leads to team stability. How economic dynamics and ROI determine the success of SDR integration. Elevate your sales game with expert advice on leveraging content marketing for SDR success in this captivating episode. Gabe Lullo on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34824905

Timing, Relationships, and AI's Impact on B2B Marketing Strategies with Rob Twells 01/06/2025

Timing, Relationships, and AI's Impact on B2B Marketing Strategies with Rob Twells Could AI-driven insights be the key to transforming traditional B2B pricing models for a competitive edge? Today we’re welcoming Rob Twells, Co-Founder & Managing Director of The Digital Maze. Rob shares insights on the importance of timing and relationship-building in achieving sales success, emphasizing a strategic focus on top-of-funnel activities. He highlights the significance of in-person meetings in the post-pandemic landscape, alongside the effective use of LinkedIn advertising to maintain client engagement. By nurturing leads with a blend of automation and personalized outreach, Rob reveals how his agency successfully converts warm leads into valuable sales opportunities, especially by tracking renewal dates through integrated CRM systems. Shifting to the impact of AI, Rob addresses the challenges posed by extended sales cycles and cautious marketing budgets. He critiques traditional pricing models and advocates for a transition towards output-based pricing, which AI-driven efficiencies can enhance. With AI reshaping the consulting landscape, Rob underscores the necessity for agencies to pivot towards high-value consulting and value-based pricing. Encouraging a mindset that views market challenges as growth opportunities, he offers advice for smaller agencies aiming to scale, urging them to adapt their business models to thrive in an AI-enhanced environment. Topics covered during this episode include: How timing and relationship-building should be prioritized over quick wins in B2B sales. Why LinkedIn advertising is essential for engaging potential clients in top-of-funnel activities. How in-person meetings are becoming more important for securing new business post-pandemic. How a combination of automation and manual processes nurtures warm leads into successful sales. The usefulness of tracking renewal dates and buying seasons through a CRM. How AI is impacting agency models and the shift towards output-based pricing. Why traditional pricing models are being reevaluated in extended sales cycles and cautious budgets. How smaller agencies can scale by embracing high-value consulting and value-based pricing. Maintaining a competitive edge in the market with the help of AI. How the consulting landscape is evolving with AI, focusing on value rather than time-based pricing. Discover huge growth opportunities in a changing market. Listen now! Rob Twells on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34723895

Empowering the Future of Sales Using AI and Innovation with Lauren Palmer 12/30/2024

Empowering the Future of Sales Using AI and Innovation with Lauren Palmer How can sales professionals navigate the shift from face-to-face interactions to digital-first strategies effectively? Lauren Palmer, VP of North America for Interlink, explores the transitions seen in B2B sales post-COVID in this episode. She emphasizes the growing demand for flexibility and the critical role of relationships in contemporary sales strategies. As the industry continues to evolve from traditional face-to-face interactions to a digital-first approach, Lauren shares insights on how AI and digital tools are reshaping outreach strategies, enabling sales professionals to cut through the digital noise and connect with prospects. The episode further digs into the need for a cultural transformation within sales, focusing on ethical practices and value addition beyond mere product promotion. Lauren speaks to the importance of fostering an inclusive environment, championing women's voices in sales, and breaking down gender disparities, particularly in leadership roles. She shares her vision for a supportive space for women in sales, including her upcoming podcast which aims to amplify female experiences. Lauren also provides practical advice for newcomers to sales, encouraging them to build supportive networks and embrace continuous learning, while also stressing the importance of finding the right company fit to thrive in the industry. Topics covered during this episode include: How B2B sales have evolved post-COVID, focusing on flexibility and digital strategies. Why relationships are crucial in modern sales, with a shift from face-to-face to digital. How AI and digital tools are transforming outreach and personalization in B2B sales. Why B2B needs to catch up with B2C in offering personalized experiences. How platforms like LinkedIn can enhance personal branding and engagement in sales. Why ethical sales practices and value addition are essential for transforming sales culture. How gender disparities in sales leadership can be addressed through inclusivity. How newcomers can succeed in sales by finding supportive networks and mentors. Why understanding company culture is crucial when starting a sales career. Why sales should be seen as a rewarding and equitable career path. Tune in now to hear Lauren's journey from the lacrosse field to sales leadership, and learn how AI and digital tools are transforming B2B sales. Lauren Palmer on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34642340

The Best of B2B Pitching Tips, Building Client Relations, and More 12/23/2024

The Best of B2B Pitching Tips, Building Client Relations, and More Ready to hear some of the conversations I’ve loved this year? In this special festive edition, I’ve curated some of the most insightful moments the podcast has offered this year, providing a quick masterclass in negotiation and agency-client dynamics. The episode kicks off with the nuances of negotiation, where seasoned negotiator John Cornwell emphasizes the importance of distinguishing between demands and interests to achieve win-win outcomes. David Meikle then talks a lot about framing agency work as an investment rather than a cost as well as the agency-client relationships and the often-grueling pitch process. Chris Jones highlights the critical nature of RFP qualification to prevent burnout and maintain agency alignment. Followed by Lucas Bergmans stressing the importance of transparency and strong relationships in commercial negotiations. Finally, the taxing journey of pitches is explored with Gareth Turner, revealing the emotional toll of unsuccessful outcomes from the client’s perspective. Topics covered during this episode include: How negotiation skills can transform agency-client relationships for mutual success. Why focusing solely on demands in negotiations leads to dead-ends. How understanding true motivations enables win-win outcomes in B2B negotiations. Why emotions in negotiations can obscure real issues and solutions. How agency work should be viewed as an investment, not just a cost. Why RFP qualification is crucial for agency alignment and preventing burnout. How direct client communication improves RFP conversion rates and relationship transparency. Why the pitch process can be resource-draining for agencies and clients. How emotional dynamics can be a tactic in negotiations. How transparent commercial structures align agency and client incentives. Why the success of a marketing campaign is tied to investment and risk management. How to improve pitch success by focusing on agency-client chemistry and understanding. Make sure you don’t miss out on the best clips from the past while! See you again in 2025. John Cornwell on LinkedIn: David Meikle on LinkedIn: Chris Jones on LinkedIn: Lucas Bergmans on LinkedIn: Gareth Turner on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34569775

An Examination of Business Exits and Scaling with Stephen Kenwright 12/16/2024

An Examination of Business Exits and Scaling with Stephen Kenwright Stephen Kenwright, the guest on this episode, is the Director of Strategy and Digital Marketing at Ride Shotgun and was a co-founder of the creative agency Rise at 7. With a rich background in digital marketing, Stephen brings valuable insights into business exit strategies and scaling up startups. His experiences in navigating management buyouts and leveraging innovative marketing philosophies has led to his expertise in maintaining a competitive edge in the market. We are brought through Stephen’s journey of co-founding Rise at 7 and navigating a management buyout in this episode, as he discusses the emotional and strategic layers involved. Stephen shares insights on avoiding pitfalls in business planning, the importance of shareholders' agreements, and strategies for rapid scaling. We also explore agency growth tactics, emphasizing creativity and distinctive messaging to stand out in a crowded marketplace. Topics covered during this episode include: How Stephen co-founded Rise at & with an angel investor. Why clear legal frameworks are crucial in navigating business growth and exit strategies. How to balance leverage dynamics among board members during transitions. Obstacles that Stephen hit upon his exit. How strategic recruitment and onboarding can help scale a startup rapidly. Why a mix of fresh graduates and experienced professionals is vital for talent pipelines. How segmentation, targeting, and positioning differentiate an agency in the market. Why leveraging creativity and distinctive messaging helps agencies stand out. Why maintaining a social media presence is crucial for agencies to remain top of mind. How being "partially famous" helps agencies attract potential clients actively seeking solutions. How embracing digital transformation can enhance operational efficiency and client engagement. Why fostering a culture of continuous learning and innovation keeps businesses competitive. How aligning corporate social responsibility with brand values can strengthen client relationships. Why data-driven decision-making is vital for optimizing marketing strategies. Why having a strong co-founder relationship and future planning eases day-to-day business decisions. Stephen Kenwright on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34459325

How to Ethically Use Behavioural Science in B2B Sales with Hayk Hakobyan 12/09/2024

How to Ethically Use Behavioural Science in B2B Sales with Hayk Hakobyan Hayk Hakobyan is the CEO and co-founder of InsightGenie, a customer intelligence technology company. He has an unconventional background, transitioning from training in breakdancing in Nepal to leading a fintech company. Hayk leverages his experiences to develop innovative strategies that integrate behavioural science with sales techniques. In this episode, we’ll talk with Hayk about how his background influences his innovative sales strategies, particularly in customizing offers to resonate with procurement professionals. Additionally, we discuss the role of behavioural science in modern sales, examining its ethical implications and how understanding human behaviour can enhance strategic approaches. Topics covered during this episode include: How Hayk's breakdancing experience informs his innovative sales strategies. Why tailoring sales offerings to procurement professionals can lead to cost-effective solutions. How academic principles of behavioural science face challenges in real-world application. How behavioural science plays a transformative role in modern B2B sales strategies. Why understanding human behaviour is crucial for industries like recruitment and finance. How ethical implications arise from leveraging behavioural insights in sales. How emotions and cognitive biases like loss aversion can impact decision-making processes. Why anchoring techniques can be effective in gaining client responses in B2B sales. Why sales should focus on human interactions rather than purely business transactions. Why understanding individual agendas within a company enhances tailored sales offerings. Recommend resources that can aid in understanding cognitive biases. What Hayk’s leadership method looks like at InsightGenie. Why framing innovation as a cost-effective solution is vital for engaging decision-makers. Hayk’s top three tips for sales professionals to utilize behavioural science ethically. Hayk Hakobyan on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34334425

From Weak Cold Calls to Authentic Connections with Rich McHardy 12/02/2024

From Weak Cold Calls to Authentic Connections with Rich McHardy The McHardy Collective is a portfolio of independent studios, agencies, consultancies and creative technology companies. Founder Rich McHardy supports the leaders of those firms with new business generation and growth by joining the dots between them and prospects looking for creative support in areas such as content creation, live experience delivery, digital UX, audio, client relationship consultancy and culture. Prior to launching The McHardy Collective in 2012, Rich spent 15 years sharpening my business development skills for several leading international agencies, including 5 years at WPP. In this conversation, we hear about Rich’s story from overcoming phone anxiety to mastering business development. He shares his expertise on shifting from traditional cold calling to modern strategies focused on authentic networking and relationship building. We discuss the importance of nurturing individual strengths within agencies and explore the strategic use of referrals, packing this episode with advice for agency leaders looking to expand their client base through genuine connections. Topics covered during this episode include: How mental health challenges are prevalent in the business development industry. The Guinness World Record that Rich has received, related to mental health. How transitioning from cold calls to networking builds genuine business relationships. Why preparation and listening are crucial for transforming cold calls into warm interactions. How strategic use of referrals can avoid the usual pitfalls of cold calling. The concept of "afters" and how it enhances client relationships. How agency leaders can expand client bases through authentic relationship-building. Why not every team member should be expected to generate leads. How asking team members about their expertise can aid business development. Why Rich emphasizes community and support in the often solitary field of business development. How attending industry events is key to building professional relationships. Why a generous networking approach benefits both personal and business growth. How business developers can identify key moments to introduce experts. Why aligning agency strengths with potential clients is essential for successful connections. Rich McHardy on LinkedIn: /episode/index/show/9e87cc1f-f19f-4fe0-9a73-46635c121ed2/id/34217095

Higgle: The B2B Sales Club

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