Industrial Growth Institute

Episode 66 - Jeff Tehan on Sensemaking

Sensemaking & Leadership - Turning Technology into Sustainable Business Impact - Episode 66 of the Industrial Growth Institute Podcast with Sensemaking Evangelist Jeff Tehan
Summary
Jeff Tehan, a former Army Blackhawk pilot, technology product manager and "sensemaking evangelist," joins Ed Marsh in the studio to discuss navigating business uncertainty in the AI era. Jeff brings a unique perspective shaped by his military aviation background and extensive product management experience, now focused on helping leaders interpret uncertainty, align teams, and make insight-driven decisions using AI tools.
The conversation explores how AI can help reduce uncertainty in business decision-making while acknowledging the meta-level uncertainty that AI itself creates. Jeff emphasizes the importance of "human in the loop" approaches and explainable AI, arguing that AI should enhance human capabilities rather than replace them. The conversation highlights:
The challenge of making decisions amid unprecedented uncertainty and rapid change
How AI can help process vast amounts of data to reduce uncertainty in business decisions
The importance of distributed decision-making and human oversight in AI implementation
Practical applications of AI in sales qualification, customer insight, and marketing personalization
The evolution from traditional sales pitches to insight-driven customer engagement
Strategies for helping teams embrace rather than fear AI adoption
The concept of "sense-making" as a critical leadership capability in the AI economy
Takeaways
Uncertainty reduction is the key goal: AI's primary value lies in helping leaders process information to reduce uncertainty and make confident decisions
Human-in-the-loop is essential: AI should augment human decision-making, not replace it entirely
Explainable AI builds trust: Teams need to understand how AI tools work and what data they use to embrace adoption
Distributed decision-making becomes possible: AI enables decisions to be made at the point of need rather than flowing up the chain
Top performers will benefit most: High achievers will leverage AI tools to enhance their capabilities, while those resistant to change may be left behind
Sales must shift from pitch to insight: Successful salespeople will use AI to understand customers deeply and co-create solutions
Buyer personas can be enhanced with AI: Marketing teams can create more sophisticated, personalized buyer avatars using AI analysis
Strategic planning improves with AI research: Business planning becomes more powerful when AI handles underlying research and analysis
Validation is crucial: Always verify AI outputs using multiple sources or human judgment
Leadership starts with self-assessment: Leaders must first understand their own capabilities and gaps before implementing AI across their organization
Takeaway Quotes from Jeff Tehan
"Reducing uncertainty has been handed to us with AI"
"People first, human in the loop. We're not developing robots to do humans' jobs."
LinkedIn: Jeff Tehan and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @EdMarsh
Show Transcript 
Chapters
00:00 Introduction: Making Sense of Chaos in the AI Era 02:21 Jeff's Background: From Radar Repairman to Sense-Making Evangelist 08:10 Military Aviation Lessons for Business Uncertainty 10:00 The Science of Reducing Uncertainty 12:49 From Product Management to AI Strategy 16:10 Jobs at Risk from AI Disruption 18:08 Explainable AI and Building Team Confidence 20:27 Avoiding AI Implementation Pitfalls 24:22 The Rise of Sense-Making as a Buzzword and Capability 27:07 AI's Dual Nature: Clarity Tool and Uncertainty Creator 30:20 Corporate Attributes for AI Success 34:07 The Value of Planning Process vs. Plans in AI Era 37:19 Legacy Software Companies vs. AI-Native Platforms 39:27 Integrating AI into Existing Workflows 42:12 Using AI to Understand Buyers Better 45:45 AI Sales Agents and Deal Qualification 48:39 Creating AI-Powered Buyer Personas 52:29 Data Challenges in B2B Sales 55:20 Helping Buyers Make Sense of Their Situation 58:31 Co-Creating Value in the AI Era 01:00:36 Navigating Rapid Change While Maintaining Fundamentals 01:01:55 Training Future Leaders in Sense-Making 01:03:23 The Future of Office Collaboration with AI 01:04:38 Resources for AI Leadership Development 01:07:12 Adopting Sense-Making in Daily Work
 
#Sensemaking #WhatIsSensemaking

Episode 65 - Rick Kranz on AI For Industrial Sales and Marketing

AI Talk is Cheap. It's time for straight talk about what's really necessary to implement AI for marketing and sales in industrial manufacturers - Episode 65 of the Industrial Growth Institute Podcast with Rick Kranz
Summary
Rick Kranz is in the podcast studio this week to delve into the practical applications of AI in marketing and sales. He emphasizes the importance of community and collaboration in adopting AI technologies.
Ed and Rick discuss his diverse career journey, the significance of building practical AI solutions for businesses, and the evolving landscape of marketing strategies in the age of AI. The conversation also highlights:
changing buyer behavior
the future of sales and marketing as influenced by AI tools and technologies
practical applications of AI in marketing and sales
how small and mid-sized businesses can leverage AI tools to enhance their processes
the role of executives in understanding AI capabilities
the future of AI in the workforce.
The discussion also touches on engagement strategies on platforms like LinkedIn and the significance of having guardrails in AI systems to ensure effective implementation.
Takeaways
Midsize industrial manufacturers need to engage with AI at multiple levels.
Community plays a crucial role in adopting AI technologies.
Discipline and methodology are key to mastering any skill, including AI.
Small businesses can leverage AI to compete with larger firms.
The traditional marketing playbook is evolving with AI advancements.
Sales and marketing are increasingly interconnected in the buyer's journey.
Buyers are using AI to streamline their research and decision-making processes.
AI can automate entry-level tasks, changing the landscape of marketing jobs.
The AI Automation Lab is designed for business owners and sales professionals to learn and implement AI solutions.
Weekly sessions include co-build and troubleshooting sessions provide the most value to participants.
Community brainstorming enhances problem-solving.
AI can assist in content creation and writing.
Engagement on LinkedIn requires strategic thinking.
Executives should observe AI applications to trigger ideas.
Guardrails in AI systems prevent mistakes.
Small businesses can automate grunt work with AI.
Practical applications of AI can save time and resources.
The future of AI should focus on enhancing human capabilities.
Takeaway Quotes from Rick Kranz
"It's about methodology and discipline."
"AI is taking over entry-level tasks."
"Get your salespeople on LinkedIn."
Check out Rick's AI Marketing Automation Lab website.
LinkedIn: Rick Kranz and Ed Marsh
Twitter: Rick Kranz and Ed Marsh
Instagram: Rick Kranz and Ed Marsh
YouTube: @AI-Kelly and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to AI in Marketing and Sales 02:16 Rick Kranz: A Multifaceted Career Journey 07:12 The Importance of Community in AI Adoption 11:49 Building Practical AI Solutions for Businesses 15:55 The Role of AI in Small Business Marketing 20:50 The Evolution of Marketing Strategies with AI 25:42 Understanding Buyer Behavior in the AI Era 30:16 The Future of Sales and Marketing with AI 34:23 Buyers' Use of AI in Their Workflows 38:02 The AI Automation Lab: Purpose and Membership 40:00 Collaborative Building and Troubleshooting in AI Systems 42:46 Community Support and Practical Learning 46:02 AI in Content Creation and Writing 48:58 Engagement Strategies on LinkedIn 52:00 The Role of Executives in AI Adoption 55:02 Guardrails in AI Systems 57:56 Practical Applications of AI in Small Businesses 01:01:03 Resources and Roadmap for AI Marketing Automation 01:04:02 Future Predictions for AI in Business
 
Your Old Marketing and Sales Playbooks are Probably Broken
 
Buyer behaviors are changing quickly. That means we need to evolve our marketing and sales. This paper outlines the changes and how companies need to adapt their industrial marketing and sales. 
 
Read more from Ed's recent paper on these critical changes.
 
#AIForMarketingAndSales #AIForSalesAndMarketing #AIForSales #AIForMarketing #RickKranz #KellyKranz #AIMarketingAutomationLab #AIMarketingAutomation #AIMarketingAutomationAgency #AIToolsForDigitalMarketing #BestAIToolsForMarketing #AIMarketingTools #AIToolsForMarketing #B2BMarketing #AIToolsForSales #DigitalMarketing #ContentMarketing #InboundMarketing #AISalesLab #AIToolsForSalespeople #AIForSalesTeams

Episode 64 - Leslie Greenwood on Building Online Community

Trust & Relationships Matter in B2B Sales, and every company should be asking whether and how to build an online community in 2025 - Episode 64 of the Industrial Growth Institute Podcast with Chief Evangelist Leslie Greenwood
Summary
Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, the necessity of a strategic approach, and the essential qualities of a community manager.
The conversation highlights:
common pitfalls in community building
the significance of testing and iterating strategies
key metrics for measuring community success
the intricacies of building and managing online communities
the importance of understanding community personas
generational preferences
mobile accessibility
training moderators
establishing community guidelines
and the role of sponsorship
Leslie emphasizes that investment in community initiatives should be viewed as a long-term commitment, and that communities can include a diverse range of participants, including competitors and partners.
The discussion also highlights the evolution of the Wednesday Women community, its unique approach to member engagement, and the growing significance of community in today's business landscape.
Takeaways
Community is defined by the members who identify with it.
Building a community requires a clear strategy and understanding of the target audience.
Engagement and connection are crucial for a thriving community.
Communities can serve various business outcomes, including support, product feedback, and customer acquisition.
A community manager should be a facilitator, not just a moderator.
Testing and iterating on community strategies is essential for success.
Key metrics for community success include member satisfaction and retention rates.
Investment in community initiatives should be viewed as a long-term commitment.
Segmentation helps in addressing the unique needs of various community members.
Generational preferences influence platform choices for community engagement.
Mobile accessibility is essential for communities catering to deskless workers.
Training moderators can enhance community interactions and support.
Community guidelines should be clear and tailored to the brand's voice.
AI may enhance community interactions but personal connections remain vital.
Integrating online and offline experiences can strengthen community bonds
Takeaway Quotes from Leslie Greenwood
"Community is defined by the members who identify with it."
"Testing and iterating on community strategies is essential."
"Many communities fail due to lack of strategy."
Check out Leslie's Chief Evangelist and Wednesday Women websites.
LinkedIn: Leslie Greenwood and Ed Marsh
Twitter: Leslie Greenwood and Ed Marsh
Instagram: Leslie Greenwood and Ed Marsh
YouTube: @ChiefEvangelistConsulting and @EdMarsh
Show Transcript 
Chapters
00:00 The Changing Landscape of Marketing and Community Building 06:11 The Importance of Strategy in Community Development 09:03 Understanding Community Dynamics and Member Engagement 15:08 The Essential Qualities of a Community Manager 17:58 Common Pitfalls in Community Building 20:58 Testing and Iterating Community Strategies 24:05 Key Metrics for Community Success 26:59 Investment and Planning for Community Initiatives 36:00 Navigating Generational Preferences in Community Platforms 38:02 The Importance of Mobile Accessibility 39:10 Training Moderators for Community Engagement 40:04 Establishing Community Guidelines and Terms of Use 44:11 The Role of AI in Community Building 46:39 Integrating Online and Offline Community Experiences 55:48 Understanding Member Engagement Dynamics 58:15 Common Misunderstandings About Community 01:00:22 The Role of Sponsorship in Community Building 01:03:21 The Growing Importance of Community in Business
 
Community is becoming increasingly crucial as buyer behavior and content consumption change.
 
Read more from Ed's recent paper on these critical changes.
 
#HowToBuildAnOnlineCommunity #HowToCreateOnlineCommunity #OnlineCommunityBestPractices #HowToBuildCommunityOnline #OnlineCommunity #HowToBuildOnlineCommunityForYourBrand #B2BMarketingStrategies #B2BMarketing #CommunityBuilding #CommunityManager #CommunitySuccess #CommunityInvestment #OnlineCommunities #CommunityGuidelines

Episode 63 - Walter Crosby on Fractional Sales Management

When it's time to improve sales management with an upgrade or a new role, fractional sales management may be the answer - Episode 63 of the Industrial Growth Institute Podcast with  Walter Crosby of Helix Sales Development
Summary
Walter Crosby joins Ed in the studio this week to delve into the critical role of sales management in driving revenue growth for industrial manufacturers.
They discuss the concept of fractional sales management, the challenges of implementing effective sales training, and the importance of understanding buyer behavior. Walter emphasizes the need for salespeople to possess business acumen to navigate complex sales environments and highlights the significance of creating urgency in the sales process.
They also discuss:
the evolving landscape of sales in the digital age
the intricacies of sales management, accountability, and methodologies
the importance of congruency in messaging between marketing and sales
the need for accountability in performance
how to motivate sales teams by understanding their personal goals.
Walter shares insights from his podcast, 'Sales and Cigars', and emphasizes the significance of mentorship and training in sales. The discussion also touches on the role of AI in sales training and the benefits of fractional sales management, highlighting the need for effective systems and processes in sales organizations.
Takeaways
Sales management is foundational for consistent growth.
Fractional sales management requires quick impact.
Transformation in sales culture can be uncomfortable.
Salespeople must understand ROI to communicate effectively.
The status quo is the biggest competitor in sales.
Hope is not a strategy; sales require actionable insights.
Sales managers often lack respect within organizations.
Buyers prioritize their needs over the seller's offerings.
Sales training should include both producers and managers.
Investing in sales playbooks is essential for success.
Congruency in messaging is essential for sales and marketing alignment.
Accountability is key; companies get the behavior they tolerate.
Understanding generational differences can enhance sales team dynamics.
Motivating sales reps requires knowing their personal goals.
Podcasting can be a fun and valuable platform for sharing insights.
Books like 'Meditations' and 'The E-Myth' are great resources for professionals.
Not all sales reps can be trained; focus on those willing to learn.
Navigating business challenges is part of growth and learning.
Fractional sales management can provide immediate support and structure.
AI tools can assist in sales but should not replace human interaction.
Takeaway Quotes from Walter Crosby
"Sales management is a fulcrum for revenue."
"Transformation is uncomfortable for teams."
"Companies get the behavior that they tolerate."
"AI is a toolbox, not a solution."
Check out Walter's Helix Sales Development website.
LinkedIn: Walter Crosby and Ed Marsh
Twitter: Walter Crosby and Ed Marsh
Instagram: Walter Crosby and Ed Marsh
YouTube: @WalterCrosby and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Sales Management and Growth 08:03 The Role of Fractional Sales Management 16:36 Sales Training and Management Challenges 22:34 Understanding Buyer Behavior 29:09 The Importance of Business Acumen in Sales 34:11 Managing Stress and Personal Insights 36:24 Rapid Fire Insights on Sales Management 38:50 The Importance of Congruency in Messaging 40:01 Accountability and Performance in Sales 42:28 Understanding Generational Differences in Sales 44:25 Motivating Sales Teams through Personal Goals 46:28 The Birth of a Podcast: Sales and Cigars 50:04 Books that Inspire: Recommendations from Walter 52:34 The Role of Sales Training and Mentorship 54:02 Identifying Trainable Sales Reps 58:34 The Fractional Sales Management Model 01:01:44 Engagements and Span of Control in Sales Management 01:04:44 Balancing Micromanagement and Autonomy 01:08:45 Integrating Sales Systems with EOS 01:12:32 The Role of AI in Sales Training 01:16:11 The Case for Fractional Sales Management
 
Have you made mistakes hiring a sales manager? Check out these resources.
 
Article - Hiring a Sales Manager
Article - Tips for Hiring a Sales Manager
 
#SalesManagement #FractionalSalesManager #FractionalSalesManagement #SalesLeadership #SalesManager #SalesTraining #SalesCoaching #Podcast #HowToHireASalesManager #BestSalesManager #SalesManagerTraining #SalesManagementTraining #SalesTraining #BestSalesManager #SalesCulture #Accountability

Episode 62 - Belinda Ephraim on Corporate Development and Corporate VC for Industrial Manufacturers

Corporate development and corporate VC are two important growth levers that many middle market industrials overlook - Episode 62 of the Industrial Growth Institute Podcast with former investment banker and now Deep Tech VC Belinda Ephraim of Tenseur Capital
Summary
In this episode, Ed Marsh and Belinda Ephraim delve into the world of deep tech and venture capital. Belinda, managing general partner at TENSEUR Capital, shares her insights on the importance of scientific foundations in technology, the challenges of 3D printing, and the necessity of a strong work ethic for founders.
They discuss her transition from investment banking to venture capital, the significance of customer market fit, and the role of lifelong learning in achieving success. The conversation also touches on:
Belinda's immigrant experience from Nigeria to the US
her journey in building a network of innovators through her podcast, the Neo Industrial Podcast
the importance of proof of concept in investment decisions
the need for corporate development strategies in middle-market manufacturing
the potential of corporate venture capital to drive innovation.
Belinda also emphasizes the necessity for companies to adapt and innovate in response to market changes, particularly in the context of U.S. manufacturing and the evolving landscape of technology investments.
Middle market industrial manufacturers may overlook the inorganic growth opportunity of acquisitions and might not consider corporate venturing as a way to place affordable bets on technology.
Takeaways
Deep Tech is rooted in scientific and engineering foundations.
The future of technology will require new infrastructures to support advancements.
Lifelong learning and adaptability are crucial for success in business.
Customer pain points should drive product development in deep tech.
Investment banking experience can provide valuable insights for venture capital.
The importance of a strong work ethic in founders of deep tech startups.
Disruption in industries requires a generalist mindset.
The Neo Industrial Podcast aims to bridge gaps in knowledge and networking.
Building a venture firm involves understanding the complexities of technology commercialization.
There's genius in people.
Corporate VC can become misaligned with the company's vision.
Takeaway Quotes from Belinda Ephraim
"Disruption requires a generalist mindset."
"Corporate development is a critical factor."
Check out Belinda's Deep Tech VC website.
LinkedIn: Belinda Ephraim and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @NEOIndustrialist and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Deep Tech and Venture Capital 02:23 Understanding Deep Tech: Definition and Scope 04:29 The Future of Technology and Its Impact on Humanity 10:27 The Transition from Investment Banking to Venture Capital 11:43 The Importance of Lifelong Learning and Adaptability 15:51 Building a Venture Firm: TENSEUR Capital 18:19 The Work Ethic of Founders in Deep Tech 20:50 Customer Market Fit vs. Product Market Fit 24:30 Navigating the Journey of an Immigrant Entrepreneur 33:04 The Path to Investment Banking and Entrepreneurship 40:54 The Purpose of the Neo Industrial Podcast 42:24 Proof of Concept: The Foundation of Investment 50:54 Navigating Corporate Development and Growth Strategies 01:01:25 The Role of Corporate Venture Capital 01:10:48 The Future of U.S. Manufacturing and Investment Opportunities
 
Inorganic growth should be part of the strategy conversation of middle-market manufacturers.
 
Learn more about my framework for engineered revenue growth ORE™ (Overall Revenue Effectiveness Framework) here.
 
#CorporateDevelopment #CorporateVC #R&D #PrivateEquity #InorganicGrowth #OrganicGrowth #ValueCreation #InvestmentBanking #CorporateDevelopmentStrategy #DealSourcing #TechnologySourcing #MergersAndAcquisitions #StrategicThinking #CorporateStrategy #CorporateVenturing #ManagementStrategy #DeepTech #VentureCapital #Innovation #InvestmentBanking #Entrepreneurship #AI #CustomerMarketFit #Investment #GrowthStratregies #VentureCapital #Manufacturing #IndustrialManufacturing #TenseurCapital #Podcast #BelindaEphraim #Nigeria

Episode 61 - Michael Feuz Provides ITR Economics' Forecast of the 2030s Depression

How long will economic growth last? Join Michael Feuz for Episode 61 of the Industrial Growth Institute Podcast for more on ITR Economics' explosive prediction of a 2030s depression! Learn what you need to do to prepare your company now.
Summary
Michael Feuz, an economic speaker from ITR Economics, is in the Industrial Growth Institute Podcast studio this week to discuss the current business landscape, sales strategies, and the forecast for the 2030s. Mike and Ed explore the importance of understanding market dynamics, the transition from sales to economics, and the challenges businesses face in uncertain times.
Michael shares insights from his unique background, including his experience in tech sales and public speaking, and emphasizes the need for businesses to adapt their strategies in response to economic trends. He and Ed also discuss:
strategic business positioning for the upcoming economic challenges of the 2030s
the importance of understanding economic cycles
leveraging technology and AI for efficiency
the U.S. economy
key economic indicators for business leaders
labor challenges in the industrial sector
the impact of tariffs on the trucking industry.
Additionally, they emphasize the need for businesses to adopt aggressive growth strategies and effective marketing approaches to navigate the changing landscape.
In sum, the conversation offers an interesting dive into ITR's forecast for strong growth in the next five years, then five years of economic depressions, albeit with cyclical fluctuations. The message is to use this period of strength to position your business with a strong balance sheet, an agile structure, and clear competitive advantage.
Takeaways
Practical perspective on economics.
Public speaking skills are essential for conveying economic data.
Sales strategies must adapt during periods of uncertainty.
Building relationships is key to successful sales.
Discipline in sales leads to better outcomes.
Economic forecasting can help businesses prepare for the future.
The 2030s may present significant economic challenges.
Businesses should not miss opportunities for growth in the coming years.
Businesses should prepare for the 2030s by evaluating their market positions.
Understanding economic cycles is crucial for strategic planning.
Investing in automation can enhance productivity and reduce labor needs.
Aligning leadership and board perspectives is essential for effective decision-making.
The U.S. economy is projected to remain strong despite global challenges.
Key economic indicators include B2B spending and money supply.
Labor availability is a significant concern for industrial sectors.
Tariff impact on supply chains.
Alternative data can provide valuable insights into market trends.
Effective marketing strategies are vital for professional services firms.
Takeaway Quotes from Michael Feuz
"If you're preparing for the 2030s, you're not going to be worse off if it doesn't materialize."
"Take care of the little things so the big things fall in place."
Check out Michael's ITR Economics website.
LinkedIn: Michael Feuz and Ed Marsh
Twitter: Mike Feuz and Ed Marsh
Instagram: Mike Feuz and Ed Marsh
YouTube: @ITREconomics and @EdMarsh
Show Transcript 
Chapters
00:00 Understanding Market Dynamics and Trends 07:35 The Art of Engaging Public Speaking 12:36 Transitioning from Sales to Economics 18:16 Sales Strategies in Times of Uncertainty 24:58 Forecasting Economic Trends and Challenges 30:27 Preparing for the 2030s Economic Landscape 37:05 Understanding Economic Cycles and Market Dynamics 46:30 Aligning Leadership and Board Perspectives 51:36 Key Economic Indicators for Business Leaders 57:47 Utilizing Alternative Data for Economic Insights 01:07:14 Preparing for the 2030s: Growth and Pricing Strategies
 
With five years to build revenue and resilience, it's time to get serious about engineering your growth system.
 
Learn more here about Ed's ORE™ (Overall Revenue Effectiveness Framework.)
 
#EconomicGrowth #EconomicCrisis #MarketForecast #ITREconomics ITREcononicsGreatDepression #ITREconomics2030 #MichaelFeuz #IndustrialManufacturing #EconomicBoom #ManufacturingGrowthForecast #ManufacturingEconomy #FutureOfManufacturing #CapitalEquipmentSales #IndustrialAutomation #CapitalInvestment #InterestRateForecast #Demographics #DebtCrisis #Inflation #Deflation #PlantInvestment #CapitalStock #2030Depression #2030GreatDepression #2030Prediction #EconomicCrash #EconomicForecast #GrowthRate

Episode 60 - Taylor Evans on Manufacturing Workforce and the False Binary of Automation vs. Talent

Does Industrial Automation Complement or Compete Against Skilled Trades in Manufacturing? - Taylor Evans on Episode 60 of the Industrial Growth Institute Podcast
Summary
Taylor Evans joins Ed to discuss the current state of manufacturing and workforce development, emphasizing the importance of talent acquisition, employer branding, and the challenges faced in attracting skilled labor.
They explore the evolution of sales and marketing within the manufacturing sector, the significance of building relationships in business development, and the impact of perceptions on manufacturing careers.
The conversation also touches on:
the future of manufacturing jobs
the role of MEPs
broader implications of manufacturing on employment
the evolving perception of manufacturing
the role of private equity
the importance of advocacy in the industry.
Taylor shares insights on investing in local manufacturing, the impact of automation and AI on jobs, and the significance of decisiveness in business decisions. Taylor also explains recruitment process outsourcing and emphasizes the importance of community in business development.
He highlights the potential of podcasts as a business development tool and discusses incentives for hiring veterans, as well as the future of vocational education in the context of a manufacturing renaissance.
Takeaways
Manufacturing companies often hold themselves back by not applying continuous improvement principles to talent acquisition.
The ability to hire and retain talent is a significant challenge in manufacturing.
Employer branding is crucial for attracting talent in manufacturing.
Building relationships is more effective than traditional sales tactics.
The Rust Belt identity is evolving, reflecting a manufacturing renaissance.
Perceptions of manufacturing careers need to change to attract younger generations.
The skills gap and labor shortage are critical issues for the future of manufacturing.
Investment in manufacturing resources, like MEPs, is essential for growth.
Awareness and exposure to manufacturing careers are vital for attracting talent.
Manufacturing jobs create a ripple effect of employment opportunities in support roles. 85% of people now have a positive view of manufacturing.
We need to close the gap in manufacturing perception.
Private equity is evolving to include manufacturing expertise.
Automation enhances job quality and safety.
AI will improve productivity in manufacturing.
RPO offers a strategic partnership for hiring.
Community engagement drives business development.
Podcasts can effectively generate business opportunities.
Incentives exist for hiring veterans in manufacturing.
Takeaway Quotes from Taylor Evans
"Employer branding remains an untapped market."
"Automation makes for better jobs"
Check out Taylor's Rust Belt Recruiting website.
LinkedIn: Taylor Evans and Ed Marsh
Twitter: Ed Marsh
Instagram: Rust Belt Recruiting and Ed Marsh
YouTube: @RustBeltRecruiting and @EdMarsh
Show Transcript 
Chapters
00:00 The State of Manufacturing and Workforce Development 03:00 The Role of Talent Acquisition in Manufacturing 06:04 Sales Education and Entrepreneurial Spirit 08:59 Marketing and Employer Branding in Manufacturing 12:11 Building Relationships in Business Development 15:11 The Rust Belt Identity and Manufacturing Renaissance 17:52 Challenges in Attracting Talent to Manufacturing 21:02 The Future of Manufacturing Jobs 23:49 The Importance of MEPs and Investment in Manufacturing 26:57 Perceptions of Manufacturing Careers 29:56 The Skills Gap and Labor Shortage 33:07 The Broader Impact of Manufacturing on Employment 36:22 The Evolution of Manufacturing Perception 39:25 Advocacy and the Role of Private Equity 42:51 Investing in Local Manufacturing 45:49 Automation and Its Impact on Jobs 51:31 The Role of AI in Manufacturing 56:23 Understanding Recruitment Process Outsourcing 01:01:04 Building Community Through Business Development 01:05:35 Leveraging Podcasts for Business Development 01:08:27 Incentives for Hiring Veterans 01:10:45 The Future of Vocational Education 01:12:20 Workforce Strategy for Manufacturing Renaissance
 
Too Often, Capital Equipment and Industrial Automation Sales Are Viewed as An Alternative to Skilled Labor
The reality is that they're actually often complementary.
 
Learn more about why companies often lose capital equipment deals.
 
#IndustrialAutomation #IndustrialSales #IndustrialManufacturing #IndustrialMarketing #CapitalEquipmentSales #AutomationSales #WorkforceStrategy #SkilledTrades #SkilledTradesShortage #ManufacturingRenaissance #MadeInAmerica #EmployerBranding #VocationalEducation

Episode 59 - Ted McKenna on The JOLT Effect and Overcoming Buyers' Fear of Messing Up

Stop Losing Deals to Buyer Indecision: How to Apply the JOLT Effect in B2B Sales - Ted McKenna on Episode 59 of the Industrial Growth Institute Podcast
Summary
Ted McKenna, coauthor of The JOLT Effect and founding partner of DCM Insights, joins Ed Marsh to dissect why B2B deals often die not from rejection but from buyer indecision. With research showing that up to 60% of complex B2B deals result in no decision, McKenna explains how fear, not preference for the status quo, is often the culprit.
McKenna introduces the JOLT framework:
Judge indecision - Offer a recommendation - Limit the exploration - Take risk off the table
He explains that JOLT helps sellers overcome buyer hesitation. He emphasizes that indecision is largely rooted in FOMU (Fear of Messing Up), which outweighs even FOMO (Fear of Missing Out) and calls for a more empathetic, confidence-building sales approach.
The discussion also explores:
The psychology of buyer paralysis and risk aversion
How sellers unintentionally worsen indecision
The need for sales to provide structure, guidance, and reassurance
Marketing’s role in preempting fear and simplifying decisions
How sales organizations must evolve to help buyers move forward, not just press harder
This episode is must listen for any enterprise seller facing long sales cycles, multiple stakeholders, and stalled deals.
Key Topics Covered
Psychological roots of indecision in B2B buyers
JOLT: A four-part method to dislodge stuck deals
Why fear of failure trumps fear of missing out
The role of sellers as buyer agents, not persuaders
Tactics to reduce perceived risk in capital decisions
Takeaways
Up to 60% of complex B2B deals result in no decision, often due to fear, not logic.
87% of sales conversations show signs of buyer indecision.
FOMU (Fear of Messing Up) outweighs FOMO and freezes deals.
Buyers fear errors of commission (doing something wrong) more than omission (missing out).
Making a confident recommendation builds trust and reduces risk.
Indecision often stems from options overload, information overload, and expectations overload.
Doubling down on FOMO when a buyer hesitates actually worsens indecision.
Internal politics, previous bad experiences, and execution concerns all feed FOMU.
Sellers must adjust forecasting based on buyer indecision, not just intent.
Multi-threading is essential: more voices = more indecision to uncover.
Buying teams may contain internal saboteurs or passive resistors, so JOLT must be applied across the group.
Help deal champions use JOLT tactics on their own team to move forward.
Sellers can qualify out deals based on a buyer’s incapacity to decide, not just budget.
Post-sale validation (to confirm no regret) should be built into project plans.
“Rip and replace” situations require extra effort to reduce FOMU and show safety nets.
Indecision is rising over time and exacerbated in uncertain economic climates.
AI and unstructured data tools may help detect indecision signals proactively.
Sales differentiation today is more about how you sell than what you sell.
Takeaway Quotes from Ted McKenna
"Indecision is often rooted in fear of failure."
"We have to find ways to actively de-risk that decision."
“The buyer already feels fear—when we pile on more fear, we just make it worse.”
Check out Ted's The JOLT Effect and DCM Insights websites.
LinkedIn: Ted McKenna and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @EdMarsh
Show Transcript 
Chapters
00:00 Understanding the No Decision Dilemma 02:58 The Jolt Effect and Its Implications 06:00 The Activator Advantage: Insights from Professional Services 09:12 Indecision: The Core of Sales Challenges 12:02 The Fear of Messing Up: A Psychological Barrier 15:04 Navigating Buyer Indecision: Strategies for Sellers 18:06 The Role of Marketing in Reducing Indecision 20:53 Building Trust: The Balance of Confidence in Sales 24:04 Understanding Buying Teams and Their Dynamics 29:58 The Importance of Emotional Intelligence in Sales 41:48 De-risking Decisions in Sales 46:25 The Importance of Post-Implementation Feedback 51:57 Understanding Indecision in Complex Purchases 01:01:25 The Role of AI in Sales 01:06:14 Win-Loss Analysis and JOLT Elements 01:10:49 The Future of High-Performance Selling
 
Learn more about optimizing complex B2B sales teams and performance.
 
#TheJoltEffect #JoltEffect #TedMcKenna #ChallengerSale #MattDixon #BuyerIndecision #OvercomingBuyerIndecision #B2BSales #SalesCoaching #IndustrialSales #ComplexSales #RiskAversion #DecisionMaker #BuyingTeams #FOMO #FOFU #FOMU