Industrial Growth Institute

Episode 13 - Jon Selig Unleashed on Humor in Sales and Prospecting

Jon Selig on the Power of Humor to Improve Sales and Prospecting - Industrial Growth Institute Podcast Episode 13
Summary
Episode 13 starts with Jon Selig and Ed Marsh lamenting the fact that sales can be less fun than it was a decade ago. Salespeople and prospects feel overwhelmed by repetitive sales cadences and stale tactics.
John Selig, a stand-up comic and former salesperson, shares his journey from enterprise sales to comedy and how he found overlap between the two. He emphasizes:
the importance of injecting humor into sales and marketing messaging to create a connection with prospects
the process of creating comedy material and how it can be applied to content creation in the industrial space
techniques for crafting effective cold openers
the value of humor in sales and the benefits of mastering business acumen
the importance of humor in sales and marketing
how humor can build trust, break through the noise, and evoke emotion, making consultative sales more effective.
Jon also shares his process for helping companies incorporate humor into their messaging and sales strategies. He emphasizes the need for understanding the buyer's challenges and being able to have meaningful conversations. Jon shares his belief that the biggest problem in business is the increasing dependence on screens and the lack of human communication. He encourages companies to get back to basics and prioritize genuine interactions.
Takeaways
Sales can be less fun than it was a decade ago, with repetitive sales cadences overwhelming both salespeople and prospects.
Injecting humor into sales and marketing messaging can create a connection with prospects and make the sales process more enjoyable.
The process of creating comedy material can be applied to content creation in the industrial space, allowing for the development of engaging and relatable content.
Crafting effective cold openers can help salespeople make a strong first impression and initiate meaningful conversations with prospects.
Mastering business acumen is essential for sales success, and incorporating humor can help sales reps develop a deeper understanding of their target audience. Humor can build trust, break through the noise, and evoke emotion in sales and marketing.
Understanding the buyer's challenges and being able to have meaningful conversations is crucial in consultative sales.
The biggest problem in business is the increasing dependence on screens and the lack of human communication.
Companies should prioritize genuine interactions and get back to basics.
Incorporating humor into messaging and sales strategies can help companies stand out and connect with prospects.
Takeaway Quotes from Jon Selig
"This connection request is colder than a manufacturing sales exec's sweat during unplanned downtime."
"The process of crafting humor to specifically make your target persona smile will force your reps to master the business acumen they need to increase their subject matter expertise."
"Humor is empathetic, it connects with the audience."
"When it's packaged up properly, there's an element of surprise."
"Humor helps build comfort and rapport, breaks through the noise, and evokes emotion."
Check out Jon's website
LinkedIn: Jon Selig and Ed Marsh 
Twitter: Jon Selig and Ed Marsh
Instagram: Jon Selig and Ed Marsh
YouTube: Jon Selig and Ed Marsh 
 
Show Transcript 
 
Chapters
00:00 B2B Sales: More Work, Less Amusement
09:29 The Overlap Between Comedy and Sales
16:07 Crafting Effective Cold Openers
29:58 The Importance of Genuine Interactions
39:56 Incorporating Humor to Stand Out
49:52 The Psychology of Humor
01:00:07 The Process of Incorporating Humor
01:09:56 The State of B2B Sales and Marketing
01:18:32 Wrapping Up / Just Getting Started
 
#HumorInSales #HumorAndSarcasmInSalesCalls #HumorInSalesCalls #HowToUseHumorInSales #SalesJokes #UsingHumorInSales #SalesHumorJokes #JonSelig #ProspectingTips #Trust #B2BSales #IndustrialSales #SalesProspecting #TradeShows #EdMarsh

Episode 12 - Kathleen Booth on why Community is the New Google

Kathleen Booth on Professional Communities and Marketing and Sales Alignment - Industrial Growth Institute Podcast Episode 12
Summary
In Episode 12 of the Industrial Growth Institute Podcast, host Ed Marsh and guest Kathleen Booth discuss the role of community in personal and professional development, as well as organizational success.
Boil it all down into a couple key quotes that convey Kathleen's commitment to communities:
"Community is the new Google."
"Community is the roadmap to all the stuff you need to figure out."
"Community is the support system for go-to-market executives."
"You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community."
They highlight the importance of having a different perspective and a supportive community to overcome mindset barriers in industrial revenue growth.
Kathleen shares her journey from being the founder and CEO of a digital marketing agency to her current role as SVP of Marketing and Growth at Pavilion. They also discuss:
the value of community in learning, problem-solving, and finding opportunities
the need for continuous learning and the importance of surrounding oneself with smart and experienced individuals
importance of community and continuous learning in the fast-paced world of marketing
need for marketers to surround themselves with peers who are further along and have more knowledge, as well as the value of participating in communities as part of the job
the rise of AI and the erosion of trust in information
importance of marketing and sales alignment
need for a relationship-led approach to marketing.
Kathleen shares her insights on the future of marketing, including the emphasis on original research and data, authenticity, and unique points of view. She also highlights the potential of AI and the concerns surrounding its misuse. Finally, she encourages industrials to focus on building relationships, trust, and reducing friction in the buying process.
Takeaways
Having a supportive community and a different perspective is crucial for overcoming mindset barriers in industrial revenue growth.
Continuous learning and surrounding oneself with smart and experienced individuals are key to personal and professional development.
Community provides valuable resources, insights, and solutions for learning, problem-solving, and finding opportunities.
Community is the new Google, as people increasingly rely on their communities for trustworthy information and recommendations.
Being part of a community helps alleviate imposter syndrome and provides a support system for go-to-market executives.
Community is essential for staying up-to-date with the rapidly changing landscape of marketing and sales.
Community fosters collaboration, accountability, and personal growth, leading to individual and organizational success. Surround yourself with peers who are further along and have more knowledge to keep pace with the fast-changing marketing landscape.
Participating in communities is essential for personal growth and staying ahead of best practices.
AI has the potential to erode trust in information, and its misuse is a concern that needs to be addressed.
Marketing and sales alignment is crucial for revenue growth, and it requires good communication, shared metrics, and a focus on the company's success.
The future of marketing lies in original research and data, authenticity, and unique points of view.
Building relationships, trust, and reducing friction in the buying process should be the focus for industrials.
Takeaway Quotes from Kathleen Booth
"Community is the new Google."
"Community is the roadmap to all the stuff you need to figure out."
"Community is the support system for go-to-market executives."
"You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community."
"AI is great, but it's also very dangerous in the sense that it's eroding our trust."
Check out Kathleen's website
LinkedIn: Kathleen Booth and Ed Marsh 
Twitter: Kathleen Booth and Ed Marsh
Instagram: Kathleen Booth and Ed Marsh
YouTube:   @EdMarsh 
 
Show Transcript 
 
Chapters
00:00 Introduction and Mindset Barriers in Industrial Revenue Growth
14:50 Kathleen's Career Journey and the Importance of Community
30:13 Pavilion: Serving the Go-to-Market Leadership Team
37:21 The Importance of Community and Continuous Learning
43:54 Measuring Results and Avoiding Infighting
51:42 The Value of Participating in Communities
59:57 Marketing and Sales Alignment: Effective Communication
01:08:03 The Biggest Opportunity: AI and Human Connection
 
#SalesAndMarketingAlignment #ManufacturingMarketing #IndustrialMarketing #B2BSales #Community #IndustrialSales #ComplexSales #ProfessionalCommunity #CommunityIsTheNewGoogle

Episode 11 - Scott MacKenzie on Podcasting for Business Development

Scott MacKenzie on the Business Development Power of Podcasting - Industrial Growth Institute Podcast Episode 11
Summary
Scott MacKenzie is the founder of Industrial Talk, an innovative and disruptive business that he founded after taking a company public, retiring, and wanting to do something fun.
But the business builds on a crucial discovery he made when he was running a staffing agency. It was a tough, competitive market in which he had difficulty differentiating his offering from others. Until he struck upon the idea of creating a podcast through which he could reach prospects and provide resources for the market as well.
Our conversation covers:
importance of marketing and media in the industrial sector
Scott's journey from a background in operations to becoming a marketing and salesperson
power of content and media in building relationships and trust with customers
how he uses media as a prospecting tool
Scott's super-efficient workflow and automation strategies
importance of diversifying revenue streams
his business model, including speaking engagements, training, content development, and white-label services
the importance of aligning marketing and sales
best and worst practices at trade shows
his Superbowl performance!
insights into the integration of marketing and sales and the role they play in revenue growth
exciting opportunities for business and offering guidance for industrial manufacturers.
Takeaways
Marketing and media are crucial for industrial companies to build relationships and trust with customers.
Content creation and media can be used as effective prospecting tools.
Building relationships through conversations and storytelling is key to successful marketing.
Efficient workflows and automation can streamline content creation and distribution.
Diversifying revenue streams is important for long-term business success.
Aligning marketing and sales is crucial for business success.
Trade shows require effective follow-up strategies to maximize impact.
Content development should be tailored to address customer problems and provide value.
The integration of marketing and sales is essential in the modern buying journey.
Check out Scott's website
LinkedIn: Scott MacKenzie and Ed Marsh 
Twitter: Scott MacKenzie and Ed Marsh
Instagram: Ed Marsh
YouTube:  @IndustrialTalk  and  @EdMarsh 
 
Show Transcript 
 
Chapters
00:00 Introduction and Background04:15 Transition to Marketing and Media08:13 The Importance of Marketing in the Industrial Sector11:18 Shift from Operations to Marketing16:38 The Power of Content and Media23:55 Extracting Stories and Getting People to Talk25:56 Efficient Workflow and Automation31:47 Diversified Revenue Streams38:25 Overview of Scott MacKenzie's Business Model39:18 Speaking Engagements and Training40:44 Content Development and Industrial Academy42:46 Best and Worst Practices at Trade Shows46:07 Maximizing Impact at Trade Shows48:19 Scott MacKenzie's Hobbies and Fun Activities51:40 Scott MacKenzie's White Label Services54:14 The Importance of Aligning Marketing and Sales56:49 The Role of Marketing and Sales in the Buying Journey01:00:25 The Integration of Marketing and Sales01:02:27 The Role of Marketing and Sales in Revenue Growth01:05:11 Exciting Opportunities for Business01:09:36 How to Contact Scott MacKenzie01:10:05 Scott MacKenzie's Guidance for Industrial Manufacturers
 
#podcast #BusinessDevelopment #Prospecting #LeadGeneration #TradeShows #Broadcasting #SalesLeads #Coldcall #Media #ManufacturingMarketing #IndustrialSales #B2BSales #IndustrialMarketing #Innovation #CompetitiveBusiness #Differentiation

Episode 10 - Trista Morrison on Strategic Communications as a Forcing Function for Corporate Strategy

Trista Morrison Talks Strategic Communications, Strategy and Boards - Industrial Growth Institute Podcast Episode 10
Summary
Trista Morrison, a seasoned bio-pharmaceutical executive, started her career as a biologist and journalist. In this episode she discusses the intersection of communications and strategy in the industrial growth context.
Trista emphasizes the importance of understanding the company's vision, mission, and strategy in order to effectively communicate with various audiences. She explores the concept of story making, which involves aligning communications with the company's strategy and purpose and highlights the significance of the 'so what' factor in storytelling.
The conversation also touches on:
Trista's perspective as an independent director
the need to convey the impact and value of products or services
role of communications in internal engagement and the importance of prioritizing different audiences based on business needs
content creation requires discipline and the ability to overcome writer's block
positioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interests
differentiating strategy and execution, and communications should support corporate goals
a dedicated communications function depends on the size and needs of the company
role of consultants and agencies can provide strategic guidance and execution support
impact of AI on communications will vary depending on the industry and its sensitivities
crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels
Boy scouts, hobbies, reading and dogs
Takeaways
Communications is a forcing function for strategy, as it prompts companies to define their approach and philosophy on various topics.
Story making is an important aspect of communications, as it involves aligning communications with the company's strategy and purpose.
The 'so what' factor is crucial in storytelling, as it helps convey the impact and value of products or services.
Communications plays a vital role in internal engagement, ensuring that employees have the information they need to make decisions aligned with the company's vision and strategy.
Prioritizing different audiences based on business needs is essential, as it allows companies to effectively communicate with the right stakeholders at the right time. Communications should always be respectful and considerate of the audience.
Overcoming writer's block requires discipline and setting a timer to get started
Positioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interests
Strategy and execution should be clearly differentiated, and communications should support corporate goals
The need for a dedicated communications function depends on the size and needs of the company
Consultants and agencies can provide strategic guidance and execution support
The impact of AI on communications depends on the industry and its sensitivities.
Crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels.
Transparency and authenticity are key in communicating the company's story and values to potential employees.
Resources for learning about communications include organizations like PRSA and NRI, as well as seminars and courses.
Communications is a critical function in setting and achieving corporate goals.
Trista's website
LinkedIn: Trista Morrison and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: Ed Marsh
Show Transcript
00:00 Introduction and Overview09:05 Communications as a Forcing Function for Strategy 25:55 The Importance of Storytelling in Industrial Growth 28:09 Internal Engagement: Communicating the Company's Vision 30:29 Prioritizing Audiences for Effective Communication 33:04 Respectful Communications 34:37 Overcoming Writer's Block 35:04 Content Creation Strategies 36:28 Positioning as Industry Experts 45:15 Differentiating Strategy and Execution 49:26 Communications Supporting Corporate Goals 55:03 Considerations for a Dedicated Communications Function 01:02:19 The Impact of AI on Communications 01:03:40 Crafting Communications to Attract and Retain Talent 01:08:00 Resources for Learning about Communications 01:10:20 The Reputational Risk of Unethical Decisions in Business Communications 01:12:10 Building Authentic Relationships with Customers 01:17:25 The Critical Role of Communications in Setting and Achieving Corporate Goals
#podcast #Communications #StrategicCommunications #Strategy #BoardDirector #Biotech #Journalism #Marketing #ContentMarketing #PublicRelations

Episode 9 - Mario Trafficante on NCAA Athletes in Sales and Sales Management KPIs

Mario Trafficante on Athletes in Sales & Managing Sales KPIs: Industrial Growth Insitute Podcast Episode 9
Summary
In Episode 9, host Ed Marsh interviews Mario Trafficante, a former NCAA hockey player, and an expert in technology optimization and sales.
Mario shares his background and expertise in B2B sales and discusses the importance of routine, discipline, and constant improvement in his personal and professional life.
The conversation covers many topics including:
the connection between hockey and sales
his career transition from finance to sales and the value of a finance background in enterprise sales
attributes of collegiate athletes that excel in sales and the role of competitiveness in driving sales performance
perspectives on sales management
value of team sports in developing a competitive nature and camaraderie among salespeople
different sales methodologies and the importance of tailoring them to individual salespeople
the role of compensation in driving sales results and the need for a balance between earning potential and company goals.
Mario highlights the significance of activity and quality conversations in sales, as well as the importance of coaching and developing sales reps. He also discusses the challenges of managing underperforming sales reps and the need for accountability.
Mario shares his perspective on effective pipeline reviews, avoiding deals that end in no decision, and the role of marketing in supporting sales. He concludes by discussing the future of sales and the importance of personal interaction in a world driven by technology.
Takeaways
#TeamSports can help #salespeople tap into their competitive nature and create camaraderie.
#SalesMethodologies should be tailored to individual salespeople and their strengths.
#Compensation plays a crucial role in driving #SalesResults, and a balance must be struck between earning potential and company goals.
Activity and quality conversations are key metrics to track in sales.
Coaching and developing sales reps is essential for their success.
Managing underperforming sales reps requires a case-by-case approach and providing support through #PerformanceImprovementPlans (PIPs).
Effective #PipelineReviews involve digging into the details of deals and providing guidance to move them forward.
Avoiding deals that end in no decision requires asking the right questions and understanding the customer's needs.
Marketing should focus on providing qualified leads and creating tailored, focused events to engage customers.
#SalesEnablement tools should support personalized, intimate conversations with customers.
Personal interaction and building relationships are still crucial in sales, despite advancements in technology.
#AI will have a significant impact on sales, but human interaction will remain essential.
Continuing education in sales is important, and learning from various sources, such as military books, can provide valuable insights.
Success in #ComplexSales requires knowledge, courtesy, curiosity, and #accountability.
Check out Mario's website
LinkedIn: Mario Trafficante and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube:  @EdMarsh 
 
Show Transcript
 
Guide to Episode
00:00 Introduction and Overview 00:29 Mario Trafficante's Background and Expertise 05:03 The Importance of Routine and Discipline 06:49 The Connection Between Hockey and Sales 13:09 The Value of Finance Background in Enterprise Sales 15:08 Direct Sales vs. Channel Sales 21:46 Transitioning from Sales Rep to Sales Manager 23:13 Maintaining Relationships and Losing Friends as a Sales Manager 25:42 The Role of Sales Managers in Company Success 27:13 Attributes of Collegiate Athletes that Excel in Sales 29:33 Selling to Manufacturing, Food, and Logistics Industries 31:15 The Importance of Prospecting and Discipline 35:06 The Role of Competitiveness in Sales 36:20 The Value of Team Sports in Sales 38:09 Sales Methodologies and Training 40:13 The Role of Compensation in Driving Sales Results 43:52 The Importance of Activity and Quality Conversations in Sales 46:47 Managing Underperforming Sales Reps 50:14 Effective Pipeline Reviews 53:03 Avoiding Deals that End in No Decision 55:46 Coaching and Developing Sales Reps 58:07 Marketing's Understanding of Sales 59:43 Sales Enablement Tools 01:03:01 The Importance of Personal Interaction in Sales 01:05:11 The Future of Sales and AI 01:08:19 Keys to Success in Complex Sales
#podcast #hockey #salescoaching #salesmanagement #salesKPIs #athletesinsales #ncaahockey #managedservices #b2bsales #industrialsales #salesmetrics

Episode 8 - Jeff Cross on Creating a Media Publishing Function

Jeff Cross on Industrial Media and Publishing: Industrial Growth Insitute Podcast Episode 8
Summary
Ed Marsh is joined by Jeff Cross, the media director of ISSA, the Industrial Cleaning Trade Association for Episode 8 of the Industrial Growth Institute.
Jeff shares his career journey and how he transitioned from journalist to owning a cleaning and restoration firm to later becoming a content creation machine.
Jeff discusses the importance of content marketing and the editorial ethos of  @ISSAMediaTV 's media brands and touches on the misconceptions about industrial cleaning and the value of cleanliness in the #IndustrialManufacturing space. He provides insights on starting and maintaining a content creation effort, as well as the role of #LinkedIn groups in promoting content and the importance of incremental wins in #ContentMarketing.
The conversation takes many turns as Jeff shares practical insights on finding valuable information, optimizing engagement with #TradeAssociations, making #TradeShows more effective, hiring journalists for content marketing, workflow, and time management, remote work and team collaboration, the role of #AI in #ContentCreation, and adding a publishing function to a B2B company.
Takeaways
Content marketing is an effective way to promote a brand and provide solutions to industry pain points.
Creating a publishing brand requires focusing on a specialty and providing valuable content to the target audience.
Publishing content outside of core expertise is possible by soliciting outside expertise, conducting interviews, and facilitating the exchange of information.
LinkedIn groups can still have value, but moderation is necessary to filter out promotional content.
Incremental wins in content marketing, such as reaching a targeted audience, are more important than aiming for viral success. Stay informed by listening to #podcasts, reading blogs, and watching videos related to your industry.
Engage with trade associations to network and learn from others in your industry.
Make trade shows more effective by being engaging, personable, and interested in others.
Consider hiring #journalists for content marketing to bring a journalistic approach and storytelling skills to your company's content.
Manage your time effectively and create a workflow that allows for consistent content creation.
Embrace remote work and leverage technology to collaborate with your team.
Be cautious and intentional when using AI in content creation, ensuring authenticity and transparency.
Check out Jeff's website
LinkedIn: Jeff Cross and Ed Marsh
Twitter: Jeff Cross and Ed Marsh
Instagram: Ed Marsh
YouTube:  @ISSAMediaTV  and  @EdMarsh 
Show Transcript
00:00 Introduction and Background 02:28 Jeff's Career Journey 06:19 Transition to Content Creation 08:36 Editorial Ethos 12:15 About ISSA 13:32 Misunderstandings about Industrial Cleaning 15:12 Importance of Cleanliness in Industrial Manufacturing 19:43 Starting and Maintaining a Content Creation Effort 25:07 Creating Content Outside of Core Expertise 28:09 Publishing vs. Content Marketing 31:25 Value of LinkedIn Groups 32:41 Importance of Incremental Wins 33:01 Finding Valuable Information 35:08 The Value of Listening to Podcasts 36:19 Optimizing Engagement with Trade Associations 39:28 Making Trade Shows More Effective 40:52 Hiring Journalists for Content Marketing 44:27 Workflow and Time Management 46:31 Remote Work and Team Collaboration 48:46 The Role of AI in Content Creation 52:59 The Concerns and Excitement around AI 57:53 Connecting with Jeff Cross 01:00:18 Adding a Publishing Function to a B2B Company
#podcast #IndustrialMedia #MediaAndPublishing #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #MarketingVideo #VideoMarketing #Podcasting #ContentMarketing #InboundMarketing #PublishingCompany #MediaPublishing #ContentPublishing #ContentPromotion #ContentDistribution #ContentChannels #JeffCross #ISSA #Journalist #Journalism #ManufacturingJournalism #IndustrialCleaning #BuildingServiceContractors #VideoProduction #TradeJournal #TradeShows #TradeAssociation #ISSA

Episode 7 - Terri Hoffman on Industrial Marketing for Manufacturers

Industrial Marketing for Manufacturers Built Right - Terri Hoffman riffs on NCAA athletics, accountability, strategy, and even UTVs and wine - all on Industrial Growth Institute Episode 7
Summary
In Episode 7 of the Industrial Growth Institute Podcast, Terri Hoffman, founder and CEO of Marketing Refresh, joins Ed Marsh to discuss industrial marketing for manufacturers.
Terri simplifies industrial marketing by focusing on making it easy for clients' target buyers to find and engage with them online. She brings 30 years of marketing experience, including working in-house, as a consultant, and now on the agency side. Terri's background as a former NCAA athlete and her engineering mindset contribute to her unique perspective on marketing. She emphasizes the importance of accountability and doing what you say you're going to do in business.
Terry's agency, Marketing Refresh, specializes in helping B2B industrial brands generate leads and navigate the digital landscape. The conversation explores:
the importance of accessibility and convenience in customer experience
challenges of bridging the gap in vocabulary between marketers and clients
evolving roles of marketing and sales in the industrial space
impact of #AI on marketing
significance of branding in the industrial manufacturing sector
budget allocation for marketing
Terri & Ed dive deep into the importance of digital marketing for industrial manufacturers including:
changing buyer's journey
role of marketing in driving growth
need for strategy over tactics
importance of data and reporting and Terri's partnership with Databox
the need for companies to embrace digital marketing and close the knowledge gap between what is possible and what is understood
the importance of boards of directors having a deep understanding of contemporary sales and marketing
Takeaways
#IndustrialMarketingForManufacturers is about making it easy for target buyers to find and engage with a company online.
#Accountability and doing what you say you're going to do are crucial in marketing and business.
How being an #NCAAWomensBasketball captain and engineering student contribute to her unique perspective on marketing.
#DigitalMarketing has changed the expectations of #B2Bbuyers, who now expect the same convenience and accessibility as in B2C experiences.
Qualitative research and understanding the exact words and experiences of buyers can provide valuable insights for marketing strategies.
Focus on the fundamentals and provide a great customer experience.
The roles of marketing and sales are evolving, with more overlap and the need for digital skills in both areas.
AI can enhance decision-making and efficiency in marketing, but it cannot replace human creativity and understanding.
Branding is important in the industrial manufacturing sector, both visually and in terms of messaging and value proposition.
Budget allocation for marketing in the middle market industrial manufacturing sector can range from 3% to 8% of revenue, depending on factors like company stage and goals.
Shifting resources from sales to marketing can be a strategic move to optimize revenue growth and improve marketing capabilities.
Strategy is more important than tactics when it comes to marketing.
Data and reporting are essential for measuring the effectiveness of marketing efforts and making informed decisions.
Check out Terri's website
LinkedIn: Terri Hoffman and Ed Marsh
Twitter: Ed Marsh 
Instagram: Ed Marsh 
YouTube:  @MarketingRefresh  &  @EdMarsh 
Show Transcript 
00:00 Simplifying Industrial Marketing 04:18 The Power of Accountability 05:30 The Unique Perspective of an NCAA Athlete and Engineer 09:07 The Changing Expectations of B2B Buyers 13:16 The Value of Qualitative Research 32:03 The Evolving Roles of Marketing and Sales in the Industrial Space 35:38 The Significance of #Branding in the Industrial Manufacturing Sector 46:35 Budget Allocation for Marketing in the Middle Market Industrial Manufacturing Sector 58:02 Shifting the Resource Pool between #SalesAndMarketing 59:09 The Possibilities of #Ecommerce Platforms 01:01:16 Differentiating #MarketingStrategy and Tactics 01:02:05 Prioritizing the Right Marketing Initiatives 01:03:06 The Importance of Strategy in Marketing 01:14:42 Focusing on Business Outcomes Rather Than Product Specs 01:19:02 Automating #SalesProcesses for Efficiency 01:24:29 Closing the Knowledge Gap and Embracing
 
#DigitalMarketing #InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #IndustrialGrowthInstitute #IndustrialMarketingForManufacturers #MarketingRefresh #OverallRevenueEffectiveness #TerriHoffman

Episode 6 - Carole Mahoney on the Role of Sales Managers and Buyer First Selling

From Single Mom and Struggling Waitress to Sales Trainer & Author - Carole Mahoney on Industrial Growth Institute Episode 6
Summary
In this episode, Ed Marsh interviews Carol Mahoney, a sales trainer and coach, about her journey through personal and business frustrations, the critical role of B2B Sales Managers, and the importance of mindset in sales success.
 
Carol shares her personal background growing up in a family of entrepreneurs and her initial belief that marketing would eliminate the need for sales. However, after facing challenges in her own business, she realized the importance of sales and the need to change her mindset.
 
Carol digs deep into evolving B2B Sales:
emphasizing the need to challenge buyers' thinking and build trust by asking tough questions
coexistence of sales and marketing and the importance of aligning the sales process with the buyer's journey
the launch of her book and the buzz surrounding it
importance of relevance to different audiences
need for salespeople to understand the current state of sales and the importance of collaborative selling
impact of technology on the buyer experience and how it can be used to enhance or hinder the sales process
insights on selling to buying teams and managing change
importance of sales managers in driving behavioral change and supporting their teams
role of coaching and role-playing in sales training and the ideal span of control for sales managers
involvement in sales communities and her mission to increase the representation of women in sales
origin of her company, Unbound Growth
final advice for sales professionals.
 
Takeaways
The transition from marketing to sales requires a mindset shift and a willingness to challenge buyers' thinking.
Self-limiting beliefs, such as the need for approval, can hinder sales success. It is important to replace these beliefs with positive and empowering ones.
Sales and marketing should collaborate and align their efforts to effectively engage buyers throughout the buying journey.
Key performance indicators (KPIs) for industrial companies include click-through rates, sales-qualified leads, velocity in the sales pipeline, average order rates, and involvement of key stakeholders in deals.
Sales enablement content should address buyers' concerns and objections to lower the likelihood of no decision due to fear of making the wrong decision. Sales managers play a crucial role in driving behavioral change and supporting their teams.
Coaching and role-playing are essential for effective sales training.
Sales communities provide valuable opportunities for collaboration and learning.
Increasing the representation of women in sales can lead to diverse perspectives and improved outcomes.
Continuous learning and personal development are key to success in sales.
Check out Carole's website - https://www.unboundgrowth.com/
LinkedIn: Carole Mahoney & Ed Marsh
Twitter: Carole Mahoney & Ed Marsh
Instagram: Carole Mahoney & Ed Marsh
YouTube: Carole Mahoney & Ed Marsh
Show Transcript 
Learn about Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth
#InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #RickRoberge #CaroleMahoney #UnboundGrowth #SalesCoaching #SalesRolePlaying
Chapters
00:00 Introduction and Background
01:08 Early Entrepreneurial Spirit
03:21 Impact of the 2007 Financial Crisis
04:30 Struggles with Sales Training
05:23 Challenges with Closing Deals
06:25 The Need for Mindset Change
07:11 Replacing Self-Limiting Beliefs
08:07 The Importance of Mindset in Sales
09:45 The Need for Tough Questions
10:37 The Impact of Negative Sales Mindsets
11:58 The Influence of Leadership Mindsets
12:19 The Importance of Buyer Perspective
13:31 Replacing Self-Limiting Beliefs
15:10 The Role of Sales and Marketing
18:29 Putting Buyers First
20:21 Aligning Sales Process with Buying Journey
21:33 Contrasting Sales and Marketing
22:11 The Importance of Sales in Revenue Growth
24:15 Key KPIs for Industrial Companies
27:16 Translating Buyer Decisions in Sales
28:09 Importance of Sales Enablement Content
28:51 Launch of Carol's Book
28:55 Book Launch and Buzz
30:02 Relevance to Different Audiences
31:16 Sales Savviness and Understanding
33:05 Title and Purpose of the Book
33:59From Doing to Collaborating
36:11 Consultative Sales and Asking Questions
39:20 Technology and the Buyer Experience
45:14 Buying Teams and Change Management
50:36 Personal Interests and Growth
55:00 What Makes Carole Tick
56:30 Pink Floyd and Music
57:52 Carole's Background in Music and Sales
59:06 The Importance of Sales Managers
01:00:08 Coaching and Role-Playing in Sales
01:02:09 The Ideal Span of Control for Sales Managers
01:07:21 The Importance of Sales Communities
01:11:18 Women in Sales
01:16:01 The Origin of Unbound Growth
01:18:45 Recommended Resources for Learning about Sales
01:23:19 Carole's Concerns about Climate Change
01:25:04 How to Connect with Carole
01:26:00 Final Advice