Podcasts about ABM

What's up folks, welcome to our 4 part series of Crawling THROUGH THE DUNGEON OF MARTECH ARCHITECTUREYou've arrived at Part1 : The Fall of CRM Gravity (00:00) - Intro (00:57) - In This Episode (01:31) - Sponsor: MoEngage (02:28) - Sponsor: Knak (04:53) - FLOOR 1: Why the CRM Lost Its Authority (06:09) - Why Every Team Moved Into the CRM (And How It Lost Its Authority) (13:57) - Why Sharing CRM Data Always Breaks It (18:02) - Why CRM Gravity Outlasts the Technical Argument (24:04) - BOSS BATTLE: The False Truth King (25:44) - Sponsor: GrowthLoop (26:48) - Sponsor: GrowthBench (34:56) - Why Centralizing Data Only to Copy It Out Defeats the Purpose (39:31) - BOSS BATTLE: The Export Hydra (40:53) - How to Move to a Warehouse-Native Architecture (46:36) - How to Achieve Portable Audiences (56:52) - How CLI/MCP Servers Are Changing Marketing Stack Integration ---------------------------------------------------------------------------OPENING---------------------------------------------------------------------------Welcome to the descent into the Dungeon of Martech Architecture, a 4-part journey through the unhinged and constantly expanding world of marketing technology.As a massive sci-fi fan currently reading the Dungeon Crawler Carl books, I have used their level-by-level progression as the direct inspiration for this 'dungeon crawl' analogy, and while you don't need to know the books to enjoy the journey, those who do will recognize some of the gaming lore and achievement-style rewards woven into our descent. This will be educational and helpful for anyone that works and builds martech, and hopefully it's also a bit fun. Without a doubt though, it will be weird. Here is your quick guide to the floors ahead:Episode 1: CRM GravityYou'll conquer the source of truth and discover that the data warehouse replaces the CRM with portable audiences.Episode 2: The Eye of ContextYou'll learn why AI fails without shared meaning, why context engineering is the layer between data and agent authority, and why the industry built the wrong kind of meaning infrastructure in 2012.Episode 3: The Correlation MasqueradeYou'll escape the correlation trap and build the causal memory layer that separates agents that optimize correctly from agents that confidently scale the wrong behavior.Episode 4: The Dispatch TowerYou'll tackle the governance chaos of 30 vendors all claiming authority, and confront the interface decision that most organizations already made without realizing it.Let's start our descent.---Be honest: when was the last time you pulled up a number in your CRM and actually trusted it? like… no second-guessing, no “that feels a bit off”… just total confidence?Maybe you didn't really have time to double check the logic behind the number and you were too excited to share the positive results. So you forwarded it to a peer. Or maybe you've been in that meeting… 2 people arguing over a number, both pull it up in the same CRM, and somehow get 2 completely different answers… and no one can explain which one's actually right.We've all been there, we've felt it. That dark, creeping dread. When “which number is right?” gets answered with “well… it depends who built the report,”. They know it. You know it. The CRM admin knows it. Everyone in the room knows it. You don't have a source of truth… just a CRM that's turned into a dumping ground of lost updates that have slowly compounded into competing versions of reality.Call it counterfeit truth or data mirage… I call it bad data. Data that has the appearance of authority without the actual authority behind it. It's everywhere in the modern marketing stack. And the CRM is often where it starts.That's where our first boss is hiding. ---------------------------------------------------------------------------FLOOR 1: Why the CRM Lost Its Authority---------------------------------------------------------------------------If you're in B2B or B2C the first floor looks a bit different but only because of terminology. In B2B the 2 cornerstone platforms are the CRM and the MAP: the Customer Relationship Management software and the Marketing Automation Platform. Sales works in the former, marketing works in the latter, ops is stuck making the two talk to each other.In B2C though, for some reason you all decided that the MAP is actually called a CRM and the B2B version of the CRM isn't really needed because there's often no sales team, instead it's a customer support or product led motion.In both scenarios though the same thing happens to that central platform. It gets inherited by teams that weren't its original audience. It accumulates data it wasn't designed to hold. And it becomes the unofficial source of truth for the whole business without anyone explicitly deciding that was a good idea.Why Every Team Moved Into the CRM (And How It Lost Its Authority)So how did we get here? CRMs were built for one job: tracking the sales motion. Contacts, deals, stages, activity logs. They were good at that job. Then marketing moved in. Marketers ruin everything. But leadership is worse. Leadership started pulling board metrics from the CRM. Then the product team added usage data. Then we added ABM and account signals, and we had to push that data somewhere. Then AI interactions needed a home.What a mess.Everyone needed a record of the customer, and the CRM was already there. It's literally called the Customer Relationship Manager. So it became the shared folder everyone saved their customer work into, even though it was designed for a very specific kind of work.The problem is that once data is stored in a CRM, it starts reflecting the team that works there. Sales edits the contact. Marketing overwrites a field. Customer success adds a note. Each edit is local logic applied to what everyone assumes is shared truth. The data looks official but you know deep down that the authority behind it belongs to whoever edited it last.Meg Gowell, Head of Marketing at Elly.ai and former Head of Marketing at Typeform  crossed over from a Salesforce-first organization to one where the warehouse had already taken over:MEG GOWELL, Episode 155“The tricky part of our tech stack is that I'm used to Salesforce or HubSpot being the single source of truth. Here, our core business is represented more in the data warehouse than anywhere else, and Salesforce supports the sales-led part of the business.Understanding how those data pieces come together is something I'm still working through. I've only been here three and a half or four months, and it's tricky. The biggest challenge is figuring out how the self-serve and sales-led motions fit together. In PLG, they have to serve one another. If your tech stack doesn't support that, it becomes really hard.We run into questions like: do we have all the right data points in the right places for people to act on them? Do we know everything we need to know? I've really experienced how important the underlying data structure is, and how important consistency across tools is.In the past, there was this wide spectrum. In one area, we had a very advanced multi-touch attribution system. In another area, it was very basic reporting. So there was this weird mix of super deep and super surface-level, but without an underlying structure that fully worked.I think that happens to a lot of companies when they're growing fast. You take opportunities where you see them, and you move quickly. Now we're taking a step back and saying: we really ...

I have wanted to do this episode for a long time. One of the questions I often hear most healthtech marketers is whether starting a podcast is actually worth it. And if you already have one, are you thinking about it the right way?I brought on two guests who have built one of the most distinctive shows in healthtech together: Ed Gaudet, CEO and Founder of Censinet, and his brother Mark Gaudet, Director of Market Development at Censinet and the host of their podcast, Risk Never Sleeps, which just hit 200 episodes.This conversation gets past the usual "build your brand" rationale for podcasting and into the real, honest story of what it actually takes and what it actually delivers. Ed and Mark talk about the grind of those first six months, why most podcasts never make it past 25 episodes, and how Risk Never Sleeps has become a genuine source of pipeline for Censinet. I share my own experience too, including how syndication 5X'd our reach and how listeners have turned into real business conversations.There is also a moment in this episode where Ed shares a story about a message he received from the wife of a guest who had passed away. I will let him tell it, but it is a reminder of why this work matters beyond the metrics.If you are weighing whether to start a podcast or wondering why your current one is not quite working yet, this episode is for you.Key Topics:"(00:00:00)" Introduction"(00:03:00)" Background on Censinet"(00:04:30)" How Risk Never Sleeps got started"(00:05:45)" The philosophy behind the show"(00:06:15)" Guest mix on Risk Never Sleeps"(00:07:45)" The business value of podcasting for Censinet"(00:09:00)" Nearly quitting the HealthTech Marketing Show multiple times"(00:10:00)" How syndication with Healthcare Now Radio 5X'd the show's reach"(00:11:00)" Ed shares a story about a message from a listener's widow"(00:13:30)" Where Risk Never Sleeps is headed next"(00:14:00)" Improving show quality"(00:16:45)" Health Launchpad sponsor message"(00:17:15)" Advice for anyone considering starting a podcast"(00:18:30)" Learning the craft of interviewing"(00:19:00)" Four key takeawaysIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Matt Lyman is the Vice President of Marketing at Flosum, an enterprise Salesforce-native platform for DevOps, data protection, backup, security, and governance. With nearly 20 years of experience across demand generation, ABM, marketing operations, and B2B growth, he leads marketing strategy for technical audiences and helps translate complex products into clear, human-centered messaging. Matt previously held marketing leadership roles at Chef Software and LeanData and brings a people-first perspective shaped by his background in theater and community building. In this episode… Marketing to technical audiences exposes weak assumptions quickly. These buyers rarely respond to vague promises or generic campaigns. So how can marketers create marketing systems that earn trust, generate demand, and keep improving? Matt Lyman, a B2B marketing leader with expertise in demand generation, technical audiences, paid media, and community-led growth, explains that the answer starts with understanding the human behind every technical buying decision. Instead of treating messaging as a static brand exercise, teams should treat it like a hypothesis: test it, listen to feedback, and adjust based on what the market reveals. Matt emphasizes the importance of tailoring messages to executives and practitioners, choosing events based on audience fit, watching leading indicators before pipeline slips, and using AI to accelerate work without replacing human strategy. The result is a more focused marketing engine built around precision, context, and continuous learning. In this episode of the Revenue Engine Podcast, Alex Gluz talks with Matt Lyman, Vice President of Marketing at Flosum, about building effective marketing engines for technical audiences. Matt shares how technical buyers shape messaging, why event and paid media strategy require focus, and what leading indicators reveal about pipeline health. He also touches on AI, community building, and mentorship.

When leveraged strategically, LinkedIn can be an incredibly powerful platform for B2B companies to build their brands, establish credibility in their vertical, and capture high-intent inbound opportunities. Unfortunately, many company are using tactics that are either too salesy or aggressive, resulting in a massive trust gap and a stagnant pipeline. So, how can B2B companies and their marketing teams close the trust gap, dismantle the friction, establish credibility in their industry, and build a predictable LinkedIn lead generation system without wasting precious advertising dollars?That's why we're talking to Niall Ratcliffe (CEO, noticed) who shares the secrets that top B2B companies use to win on LinkedIn. During our conversation, Niall highlighted how to balance profile positioning, narrative-driven content, and targeted outbound communication. He discussed the critical shift from founder-led content to employee-generated content (EGC) through well-structured internal advocacy programs. Niall mapped out exactly what content formats and structural frameworks are moving the needle right now, providing an actionable blueprint for modern B2B personal branding and organic reach. Stay to the end, where Niall actually revealed some secrets that top B2B companies use behind the scenes that they won't discuss in public. 

In this episode of The Way We See It, Pastor Alex Bryant unpacks 20 pieces of advice for young men from Patrick Bet-David, the Iranian-American businessman, podcaster, and entrepreneur known for his straightforward approach to leadership, success, and personal responsibility. As Alex walks through PBD's list, he offers his own commentary, insights, and biblical perspective on what it takes to become a strong man in today's world. From discipline and work ethic to relationships, character, and purpose, this episode is packed with practical wisdom for young men and anyone interested in personal growth and leadership. #TWWSI, #PatrickBetDavid, #PBD, #Leadership, #YoungMen, #Manhood, #PersonalResponsibility, #SuccessPrinciples, #FaithAndLeadership, #PastorAlexBryant, #TheWayWeSeeIt Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

Account-based marketing isn't new to manufacturers, but the way they have to run it is unlike anyone else's. In this episode, Demandbase's Nick Cholakis unpacks the defining tension of industrial ABM: a sales cycle that can stretch past two years, punctuated by a buying window that slams open and shut in weeks. With most research now happening anonymously and offline — increasingly inside LLMs — Nick explains how signal aggregation helps manufacturers spot in-market accounts, why behaviour should override firmographics when tiering, and how to arm distributors and channel partners with the context they need to act before the window closes.

Something fundamental has changed in how health tech buyers do research — and if you're watching your website traffic decline, you might be misreading what it actually means.In this episode, I sit down with Suyog Deshpande, Founder and CEO of Webless AI, to dig into one of the most consequential shifts in B2B buyer behavior in a generation.Will websites die?Probably not but something big is happening.Here's what's actually happening: your buyers haven't stopped doing research. They've moved it upstream — to ChatGPT, Claude, Perplexity, and Gemini. They're building their shortlists there, forming their preferences there, all before they ever land on your website. By the time they show up, they're not browsing. They're validating.Suyog calls this the low volume, high intent era, and it completely reframes the traffic problem.This matters enormously for health tech vendors. Healthcare buying cycles run nine months or more, and around 75% of buyers go with the first vendor they contact after that research phase. If you're not on the shortlist before the process starts, your odds of winning are close to zero. The battle is won long before sales gets involved.We also get into something I find genuinely underused: the first-party intent data sitting on your own website. The queries visitors type into your site search aren't keywords anymore — they're prompts, often 100 to 200 words long, and they tell you exactly what content to create to get cited by AI engines.Full disclosure: we use Webless at healthlaunchpad.com and it's one of the most useful things we've implemented in the past year. We've lived the traffic dip, made the pivot, and we're now seeing inbound opportunities increase even as overall volume has flattened out.If you're wrestling with declining traffic or trying to figure out what AEO actually means in practice, this episode will give you a clear framework for what your website is really for in the age of AI search.Key Topics:"(00:00:00)" Introduction"(00:05:30)" Why Websites Were Built for Google, Not Buyers"(00:07:00)" Will Websites Go Away?"(00:09:00)" AI Search Engines as the New Top of Funnel"(00:10:30)" Unpacking Low Volume, High Intent"(00:12:00)" The Shortlist Problem in Healthcare Buying"(00:15:30)" How Webless Helps Brands Surface in AI Search"(00:18:00)" Sponsor Break: Health Launchpad AIO Audit"(00:19:30)" Prompts, Not Keywords: The New Content Challenge"(00:21:00)" What Webless Actually Is on Your Website"(00:23:00)" Content Strategy vs. Measurement for AEO"(00:24:30)" Real Results: Traffic Down, Inbound Opportunities Up"(00:26:00)" Where to Find Webless AI and Closing"(00:27:00)" Four TakeawaysIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

2:58:30 – Frank in New Jersey, plus the Other Side. Topics include: Plastic Man, Gravity’s Rainbow, The Fall, flashes in the sky, Elon Musk becomes world’s first trillionaire, milliard, World Cup, NBA Finals, Doctor Who on hiatus, ABM update, next morning, mate, Roberta (1935), censorship, Top Hat (1935), seltzer bottles, the house detective, Nightstation – Nothingness Express, […]

2:58:30 – Frank in New Jersey, plus the Other Side. Topics include: Plastic Man, Gravity’s Rainbow, The Fall, flashes in the sky, Elon Musk becomes world’s first trillionaire, milliard, World Cup, NBA Finals, Doctor Who on hiatus, ABM update, next morning, mate, Roberta (1935), censorship, Top Hat (1935), seltzer bottles, the house detective, Nightstation – Nothingness Express, […]

Enhance your B2B marketing strategy by understanding how account-based marketing (ABM) and demand generation can be used synergistically. This episode breaks down the evolution of ABM, its integration with demand gen, and practical tips for aligning sales and marketing efforts.00:00 Intro06:36 What Modern ABM Looks Like10:34 How Technology is Reshaping ABM Strategies15:10 How Demand Gen and ABM Work Together25:19 ABM Beyond Acquisition30:06 When ABM Makes Sense - and When it Doesn't Episode Resources:- Learn more about B2B demand generation → https://www.boundify.io/blog- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know Book a Free Strategy Call:https://www.boundify.io/lets-talk Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of The Way We See It, Pastor Alex Bryant tackles a difficult but necessary conversation about what some have called "Black Fatigue," the frustration and exhaustion that comes from repeatedly seeing destructive behaviors that hurt the Black community and reinforce negative stereotypes. Alex says he wishes we could have a players-only meeting and deal honestly with some of the issues holding black people back. Using clips from a variety of Black voices, leaders, commentators, and cultural influencers, he highlights those who have been sounding the alarm for years. But this episode isn't just about identifying problems. It's about finding solutions. Drawing from the words of Tupac Shakur, Alex argues that real change begins when we change the way we think, the way we live, and the way we treat each other. This is a candid conversation about responsibility, culture, and the path forward. #TWWSI, #BlackFatigue, #BlackCulture, #CommunityLeadership, #PersonalResponsibility, #CultureChange, #Tupac, #FaithAndCulture, #RealTalk, #PastorAlexBryant, #TheWayWeSeeIt, #LeadershipMatters, #ChangeStartsWithUs, #StrongerTogether #Tupac Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

Quiet Courage of the CMO There is a version of the marketing leader's job that looks great on a slide deck, and then there is the real thing. On this episode, we wanted to get at the real thing. Host Adam Turinas sat down with two marketing leaders who are currently in the middle of major company transformations, Erik Johnson, VP of Marketing at Harmony Healthcare IT, and Steffany Whiting, EVP of Marketing at iMethods. They are talking rebrands, ABM programs built from scratch, website overhauls, and bold calls about where to focus and where to pull back. The stakes are real for both of them. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen

One of the most common and costly mistakes in medtech commercialization is confusing clinical buy-in with commercial buy-in. A surgeon who loves your device, peer-reviewed data supporting it, and a field rep with a 20-year relationship can all be in place, and the deal can still stall out completely. Why? Because the doctor is not the buyer.I sit down with Todd Laderach, a medtech commercial strategy veteran with over two decades of experience across sales, marketing, and go-to-market leadership. Todd now runs his own firm helping device companies get life-saving products off the shelf and into the hands of clinicians, and he brings a clarity to the commercial realities of medical device selling that I think will resonate well beyond the device world.We dig into why clinical validation is necessary but not sufficient, how to map a hospital buying committee and figure out who actually holds the yes, and how to arm your clinical champion to sell internally to stakeholders you will likely never get in front of directly. We also get into where commercial revenue gets stuck in mid to large device companies, how ABM applies in a world of complex IDN accounts, and where AI is genuinely moving the needle on account prioritization versus where it is mostly hype.If you work in medtech or want to better understand the device commercial landscape, this one is worth your time.Key Topics:"(00:00:00)" Introduction"(00:03:00)" Todd's background"(00:04:00)" The biggest shift in go-to-market"(00:05:00)" Why "the doctor said he'd use it tomorrow" is one of the most dangerous things to hear"(00:06:00)" Linking clinical benefit to economic outcome"(00:07:00)" Following the money"(00:08:00)" Arming the clinical champion"(00:09:00)" Anatomy of a hospital buying committee"(00:10:00)" Journey mapping stakeholders"(00:11:00)" Best practices for gathering actionable insights from sales teams and market research"(00:12:00)" ABM in med devices"(00:13:00)" The critical role of sales and marketing alignment"(00:15:00)" Is the field-rep-dominant model still fit for purpose? "(00:17:00)" Where commercial revenue actually gets stuck"(00:18:00)" Account prioritization"(00:19:00)" Breadth versus depth"(00:21:00)" AI in medtech commercialization"(00:22:00)" Using AI to make existing data actionable"(00:24:00)" Unlocking non-traditional data sources"(00:25:00)" What separates companies getting commercial strategy right"(00:26:00)" Four key takeaways from the conversationIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Too many B2B marketing teams are still talking leads when they should be talking revenue. In this episode, Shahin sits down with David Heyworth, GTM advisor and former Head of Marketing at Vocus, to unpack what it really takes to drive commercial outcomes in the second half of 2025. From ditching MQL vanity metrics to building genuine alignment with sales, finance, and product, David brings hard-won lessons from complex B2B environments in Australia. This is a conversation packed with practical frameworks and honest war stories, including one of the most creative ABM activations you'll hear about: a commissioned coin ceremony at the Australian War Memorial, hosted by former Governor-General Sir Peter Cosgrove, that cemented a 20-year defence sector partnership without a single sales pitch. Guest Introduction David Heyworth is a GTM advisor and CMO with deep experience leading marketing in complex B2B environments across Australia, including his tenure as Head of Marketing at Vocus, one of Australia's leading fibre and network solutions providers. He specialises in go-to-market strategy, sales and marketing alignment, and account-based selling for enterprise and government markets. Key Topics Why agility, balance, and growth are the non-negotiables for B2B marketing teams in the second half of 2025Shifting the conversation from lead generation to revenue opportunities and why talking in dollars gets marketing a seat at the tableHow marketing can own the full GTM motion: building interlocks with sales, finance, and product leadership rather than operating in isolationThe case for an inside sales or sales discovery rep function that sits within marketing and how to prove the model before committing headcountWhy ABM works better when reframed as account-based selling (ABS) and how to sequence one-to-many, one-to-few, and one-to-one engagementBattle-tested lessons from event marketing gone wrong and how champions and pre-agreed outreach schedules turned it aroundA standout defence sector ABM case study: creating a custom commemorative coin and hosting a ceremony at the Australian War Memorial to honour a 20-year partnershipGo-to-market fundamentals that get skipped: market definition, value proposition, messaging frameworks by segment and buyer persona, and why these must come before the marketing plan Resources & Links People Peter Cosgrove-former Chief of the Defence Force and 26th Governor-General of AustraliaSeth Godin - Author and marketing thought leader; David recommends his book Purple Cow on differentiation. Companies & Tools Vocus -Australian telco where David served as CMO.Akimbo -Seth Godin's Podcast Books Purple Cow by Seth Godin Contact & Credits Host: Shahin Hoda Guest: David Heyworth Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

For years, Marketers have known newsletter advertising works…but proving it has been nearly impossible. Daniel sits down with Adam Ryan, CEO of Workweek to discuss Workweek's new Partner Platform and why it could change how B2B marketers measure newsletter performance forever. They break down why traditional metrics like opens and clicks are often misleading, how bot traffic has distorted reporting, and why many Marketers have been under-crediting newsletters for years. Adam explains how Workweek is connecting newsletter engagement directly to CRM systems, helping marketers finally see the impact newsletters have on pipeline, revenue, and account engagement. And, a handful of decision-makers from the right accounts can be far more valuable than thousands of anonymous clicks. How can you make that happen right off the bat? If you're a Marketer who wants to learn more about ABM, brand marketing, creator-led advertising, attribution challenges, and why the future of B2B marketing is about knowing who engaged, this is the episode for you.   Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at https://wrike.com/tmm Follow Adam: LinkedIn: https://www.linkedin.com/in/adamtryan/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

In this episode of The Way We See It, Pastor Alex Bryant discusses what's really at stake in the upcoming elections. He examines the vision of Texas politician James Talarico and the implications of his stated desire to fundamentally change politics in Texas and across America. Alex also highlights important developments in Missouri, where pro-life advocates are working to place measures on the ballot that would protect life and challenge the expansion of abortion. More than ever, voters need to understand what's on the ballot before they step into the voting booth. This episode is a reminder that elections matter, ideas matter, and informed citizens make a difference. #TWWSI, #WhatsOnTheBallot, #JamesTalarico, #ProLife, #Election2026, #FaithAndCulture, #KnowTheIssues, #VoteInformed, #ProtectLife, #PastorAlexBryant, #TheWayWeSeeIt Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

In this episode of In Demand, Asia and Kim continue their two-part series on SaaS marketing channels with a rapid-fire breakdown of the most common growth channels available to SaaS companies. They cover everything from word of mouth, SEO, and social ads to conferences, partnerships, PLG, engineering as marketing, ABM, and community building. Throughout the episode, Asia explains which channels tend to work best, where founders waste money, and why context always matters more than trends or generic advice. This episode is a practical guide to evaluating marketing channels, understanding the tradeoffs behind each one, and avoiding the trap of searching for a universal “best” growth strategy. Got a question you'd like Asia to unpack on the podcast? Record a voicemail here. Links:  DemandMaven Subscribe to The Work by DemandMaven on Substack Link to Part One The SaaS Playbook by Rob Walling Chapters (00:00:05) - In Demand: How to Troubleshoot Growth for Saa(00:00:27) - Choosing the Best Marketing Channels for SaaS(00:02:02) - Asia' Lightning Round(00:02:27) - Is Word of Mouth the best channel for sales?(00:04:03) - Organic Search: The Most Sustainable Channel for SaaS(00:07:04) - Is Organic Social Social Good for Business?(00:08:45) - What are Social and Display Ad Networks?(00:10:29) - What is Content Marketing?(00:11:55) - How to Integrate Email Marketing with Your Inbound Marketing(00:13:52) - Affiliate Marketing: Types of Channels, and How to Use(00:16:05) - Offline Ad Strategy: Social Media vs Traditional Media(00:19:51) - Do I Need to Invest in a Marketplace?(00:21:37) - Top 5 Channels for Product Led Growth(00:22:49) - "Engineering as Marketing"(00:26:38) - Speech Engagements(00:32:40) - Cold Outreach: The Low-Cost Channel(00:38:46) - Does Viral Marketing Impact SaaS Sales?(00:40:36) - Tim Ferriss on Community Building(00:42:36) - Partnerships: What are they and how do they work?(00:48:56) - What is Unconventional PR and Regular PR for SaaS(00:51:44) - How to Get Strategic with Your Channels

There is a version of the marketing leader's job that looks great on a slide deck, and then there is the real thing. In this episode, I wanted to get at the real thing.I sat down with two marketing leaders who are currently in the middle of major company transformations, Erik Johnson, VP of Marketing at Harmony Healthcare IT, and Steffany Whiting, EVP of Marketing at iMethods. We are talking rebrands, ABM programs built from scratch, website overhauls, and bold calls about where to focus and where to pull back. The stakes are real for both of them.What I really wanted to explore was the human side of leading marketing at this level. The doubt. The pressure. The moments of second-guessing when you have convinced leadership to make a big bet, and you start wondering whether you went too far. What came out of this conversation was candid in a way I did not fully anticipate. Erik and Steff talked openly about how they build alignment before launching major initiatives, how they manage the ongoing pressure to show ROI from programs that take time to prove out, and what they do when the inner voice starts asking hard questions. They also went back into their careers to talk about the moments they were genuinely in over their heads, and what those experiences taught them.If you are a healthtech marketing leader carrying the weight of a big program right now, this episode is for you. And honestly, if you are early in your career and wondering what it actually looks like to lead at this level, this is worth your time too.Key Topics Covered“(00:00:00)” - Introduction"(00:01:00)" - What It Really Means to Lead Marketing in Healthtech"(00:03:00)" - Guest Introductions: Steffany Whiting and Erik Johnson"(00:06:00)" - Risk-Taking in a Fast-Moving Environment"(00:08:00)" - iMethods' Bold Call to Step Back from Events in 2026"(00:10:00)" - Building and Sustaining ABM Programs: The Long Game"(00:16:00)" - Why ABM Is Poorly Named (and What It Actually Is)"(00:20:00)" - Leading a Rebrand: Conviction, Expectation-Setting, and Founder Dynamics"(00:23:00)" - The Website Overhaul at iMethods"(00:25:00)" - Moments of Self-Doubt and What Brings You Back"(00:28:00)" - Have You Ever Genuinely Wondered If You Were the Right Person for the Job?"(00:32:00)" - Where Resilience Comes From in Healthcare Marketing"(00:34:00)" - Advice to a Younger Self"(00:39:00)" - Five Key Lessons From the ConversationIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

#359 | Dave sits down with Casey Patterson, Director of ABM at Snowflake, to talk about what ABM actually looks like inside one of the biggest companies in enterprise software. Casey breaks down how she cold LinkedIn messaged her now-boss Hillary to get her ABM decks reviewed before ever working together, why ABM works best when marketing stops thinking about credit and just focuses on helping sales get into accounts, and how she's thinking about the shift from traditional ABM plays to agent-driven ABM. They also get into geo-fenced out-of-home advertising, one-to-one field marketing plays, and why the future of ABM looks more like Netflix than a campaign calendar. Plus a surprisingly good tangent on finding mentors and how to actually get one.Timestamps(00:00) - - How Casey cold LinkedIn messaged her way into a mentorship (08:42) - - What a mentor actually is and how to find one (15:41) - - Why delusional confidence is underrated in marketing (20:12) - - The crux of ABM: sales alignment or nothing (23:19) - - ABM is not running digital ads to a list of accounts (28:44) - - How Casey thinks about running a team of 23 ABM marketers (31:39) - - A real ABM play: field event, OOH, gifting, and email at once (40:52) - - How to figure out the right number of accounts to target (45:53) - - Agent ABM: the three phases Casey is building toward (49:09) - - The future of ABM: reaching people in their preferred channels (51:11) - - How Dave uses AI to write his newsletter (57:54) - - The bull case for marketers in the age of AI Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get their new MCP server by clicking here. Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this powerful episode of The Way We See It, Pastor Alex Bryant sits down with Stone Moss from Limitless Church to talk about the incredible growth of a church that launched just three years ago and is already reaching nearly 1,000 people. But this conversation goes far beyond church growth. Stone opens up about the pressures of leadership, the challenges of securing a new building, and a terrifying moment during his wife Maddie's pregnancy with twins when doctors warned they may have to choose between the babies or even her life. Through heartbreak, uncertainty, and fear, Stone shares the miraculous story of how God carried their family through the fire. This is a conversation about faith, obedience, resilience, and trusting God when everything is on the line.

In this episode, I sit down with Larry Kaiser, Chief Marketing Officer at Optimum Healthcare IT, for a candid conversation about what it really takes to build a marketing team that lasts. Larry has spent nearly a decade growing the marketing function at Optimum from a logo and an outdated Drupal website into a tight, high-performing team. The lessons he has picked up along the way are ones that any marketing leader in healthtech will recognize.The heart of this conversation is about people. Larry talks openly about the discipline of hiring for culture fit, not just qualifications, the difference between department culture and company culture, and why he deliberately builds teams where every member knows more about their domain than he does. He also shares what it means when a former team member calls and says they would come back and work for him again.If you are a marketing leader thinking about how to build something that compounds over time, this one is worth your full attention.Key Topics Covered"(00:00:00)" Introduction "(00:03:30)" Larry's background and Optimum Healthcare IT"(00:05:30)" Building a content and thought leadership engine from scratch "(00:08:30)" Using AI in content creation without losing quality"(00:11:30)" Optimum's podcast strategy "(00:18:30)" Building the team: structure, culture, and hiring "(00:22:30)" The difference between management and leadership "(00:26:00)" Relationships as the competitive advantage in healthcare"(00:28:00)" Four takeawaysIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

A Practical Guide to Intent-Driven ABM and AI in Healthtech This episode is the final installment in a three-part miniseries on ABM and go-to-market strategy, and it is extremely practical. Host Adam Turinas is joined by guest Rehan Mirza, Chief Growth Officer at Verifiable, a credentialing automation platform that has lived through every stage of the ABM journey, from cold outbound blasting to sophisticated, intent-driven orchestration across a complex enterprise sales motion. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen/

Send us Fan MailRob Young, CMO of LockThreat GRC and Founder of MarketingHQ, recently joined Eric Gruber on the ABM Done Right Podcast to discuss how the teams are approaching brand and demand with ABM in mind, what ABM is from the perspective of a product marketer, how most ABM programs are nothing more than targeted demand gen, and the content that's needed in the post-pipeline to move accounts to revenue. 

Does everyone on your revenue team actually agree on who your ideal customer is? Daniel sits down with Hailey McDonald, the new VP of Revenue Marketing at Sprout Social, on day one of her new role. They get into one of the most expensive mistakes in B2B Marketing: building campaigns before your ICP is truly locked in across every team. Hailey breaks down why most companies are doing ABM in name only, how to tell within five minutes that a team's ICP is broken, and why getting Marketing, sales, CS, and rev ops aligned on a single definition is the foundation everything else is built on. She also explains the difference between ICP and total addressable market, and how pipeline hitting while revenue misses is one of the clearest signals something is off with your targeting. Daniel makes the case that personalization at scale is really just personality at scale, and why the brands that stay consistent with their messaging even under pressure are the ones that win long term. Plus, Hailey's marketing hill she would die on: you can't have demand without brand. If you're looking to actually understand and identify who your audience is, this episode is for you.  Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at https://wrike.com/tmm Follow Hailey: LinkedIn: https://www.linkedin.com/in/haymcdee/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

Richa Pande is a highly accomplished B2B marketing executive specializing in Account-Based Marketing (ABM), customer journey design, and precision targeting. She is currently a driving force behind HP's global commercial and industrial print marketing strategies. Key Highlights of Her Career & Expertise:The "Science" of ABM: Richa is a leading voice in the marketing community regarding the foundational structure of ABM. She advocates that true marketing success isn't about letting sales "fend for themselves," but rather doing the heavy analytical lifting beforehand—filtering firmographics, building rich persona insights, and mapping out tight customer journeys. Customer-Centric Execution: A major pillar of her philosophy is creating "peer-to-peer" environments. She leverages marketing to connect high-value clients with one another and with industry experts, prioritizing relationship-building and direct feedback over traditional, aggressive sales pitches. MarTech & AI Integration: Richa frequently speaks at industry events (like Martechify) on the future of B2B marketing. She focuses heavily on how modern enterprise brands can leverage artificial intelligence, marketing mix modeling, and zero-party data to align marketing and sales teams under unified revenue goals.

This episode is the final installment in a three-part miniseries on ABM and go-to-market strategy, and it is extremely practical. My guest is Rehan Mirza, Chief Growth Officer at Verifiable, a credentialing automation platform that has lived through every stage of the ABM journey, from cold outbound blasting to sophisticated, intent-driven orchestration across a complex enterprise sales motion.Rehan tells the story of how Verifiable evolved its ICP from fast-moving digital health startups to regional health plans with hundreds of thousands of providers, and why that shift forced a complete rethink of how marketing, BDR, and alliances teams operate together. He talks candidly about the early lesson that volume-based outbound erodes trust, especially in healthcare, and how that shaped a completely different philosophy built around delivering value before making an ask.If you are a healthcare technology marketer working through how to make ABM actually function inside your organization, this episode gives you a clear, honest view of what it takes. Rehan has the scars to prove it.Key Topics: "(00:00:00)" Introduction and the Sway Health Podcast of the Year Award"(00:03:00)" Bridging the gap between AI activity and revenue results"(00:05:00)" Defining credentialing and Verifiable's origin story"(00:07:00)" Transitioning from a free proof of concept to a Salesforce-integrated platform"(00:09:00)" Shifting from cold outbound to intent-based lead orchestration"(00:10:00)" Ideal Customer Profile (ICP) evolution: From digital health to major payers"(00:14:00)" Moving up-market and the role of hyper-focus in ABM"(00:15:00)" Rethinking attribution: Why 70 to 80 percent overlap is the goal"(00:18:00)" Moving from pipeline generation to pipeline acceleration"(00:22:00)" The CORE framework: Conversion, Orchestration, Resonance, and Ecosystems"(00:23:00)" Using AI SDRs as a channel rather than a replacement for humans"(00:25:00)" Lessons learned: Why volume-based "spamming" erodes trust in healthcare"(00:28:00)" Closing summary and key takeaways for ABM successIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Get the 3 prompts (research + classify, gift ideas, note writer) in my paid newsletter here.---In this episode, I break down the 2-step ABM gifting system you can run on your top 200 accounts. How to find the clue. How to classify the prospect into one of four buckets (Identity, Passion, Milestone, or No Gift). How to pick a gift that maps to the specific niche. And how to write the note that proves the research wasn't AI-generated.--If you're new here, I'm Elric Legloire, founder of Outbound Kitchen. I help B2B SaaS companies between $2M and $50M ARR fix and scale their outbound system. My view: in 2026, productivity is the multiplier to scale outbound teams.Menu:- Why a $300 researched gift is cheaper than the cold email sequence you'd run into a $200K to $1M ARR account- The 4-bucket prospect classification: Identity, Passion, Milestone, No Gift (and why ~70% land in No Gift)- The specificity ladder: vague vs. niche vs. Passion vs. Signature clues, and which two qualify for a gift- Where to find Signature clues: LinkedIn About sections, podcast appearances, keynotes, blogs, book forewords- A worked example on Kyle Norton (CRO at Owner.com). From clue ("former MMA gym co-owner, black belt") to gift (personalized oak belt display from Etsy with his "Slow is smooth. Smooth is fast." quote)- The 5-part note template: research proof, rabbit hole, gift bridge, pitch + proof, soft ask- Why Perplexity beat ChatGPT for clue research this round, and why you should keep benchmarking AI modelsReferenced:- Stevie Case (CRO, Vanta), Quake rocket launcher gift, sent by Brennan- Tom (CMO, Incident.io), signed vinyl gift- Newsletter with the 3 prompts (research + classify, gift ideas, note writer): https://newsletter.outbound.kitchen/p/abm-how-to-gift-your-top-200-accountsChapters(00:00) Why Gifting Works(01:37) ABM Outbound Fit(02:41) Step One Find Clues(03:29) Clue Buckets Framework(04:41) Avoid Creepy Research(05:38) Make Clues Specific(06:55) Where To Research(07:17) Kyle Norton Example(09:51) Decision Tree Choices(10:40) Step Two Gift Ideas(11:56) Personalized Gift Build(13:24) Write The Note(14:58) Note Template--When you're ready⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Want to work with me? Send me a DM⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ---Connect with me⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

How Sales Leaders Cracked the ABM Code On this episode instead of talking to marketers about account-based marketing, host Adam Turinas sat down with two sales leaders who have built and executed ABM programs from the ground up. They bring sharp, practical views on what it actually takes to make ABM work. His guests are Clint Mooneyham, VP of Sales at Sagility, a healthcare operations company serving payers and providers, and Tony Mancuso, an enterprise sales leader on the growth team at Onymos, a Series A AI startup focused on diagnostic labs and precision medicine. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen/

This week, I am joined by two guests who have done the real work of building a model that clearly connects marketing to revenue. First, Paula Cobb, VP of Marketing at AvaSure, a private equity-backed virtual care platform. Paula brings over 30 years of healthcare marketing experience and runs what she calls a peanut butter and jelly go-to-market model, where sales, marketing, and customer success are genuinely inseparable. What I find compelling about her perspective is how tightly she has wired marketing into product decisions and the fact that AI tools have essentially become named members of her org chart.My second guest is Alex Esquivel, VP of Marketing at Luma Health. Alex has an unusual background for a marketer. She came up through finance and operations, which gives her an unusually clear-eyed view of why the traditional MQL model was, in her words, doomed from the start. She describes what a genuinely revenue-accountable marketing model looks like in practice, including how she structures account-based motions, why she does not measure MQLs at all, and how she is moving from slow campaign cycles to fast, iterative content that responds to what buyers actually care about.Both conversations offer something different. Paula gives you a vivid inside look at a mature, integrated GTM operation. Alex gives you a sharp, first-principles case for rebuilding from scratch. And at the end of the episode, I come back with five key takeaways from both conversations that I think you will find genuinely useful wherever you are on this journey.If you are a healthtech marketer still working through what modern demand generation actually looks like, this one is worth your full attention.Key Topics:Introduction “(00:00)”The Shift from Lead Volume to Revenue Accountability "(01:00)"The Peanut Butter and Jelly Model at AvaSure "(07:00)"Moving from MQLs to Deep Discovery "(12:00)"Why Customer Success is Part of GTM "(21:00)"AI on the Org Chart "(27:00)"Why Traditional Demand Gen was Doomed "(36:00)"Measuring Stage Three Opportunities "(38:00)"Killing the Traditional Campaign Model "(41:00)"The Power of the Zero-Party Data Field "(53:00)"Hiring for Curiosity Over Skillsets "(59:00)"If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Send us Fan MailOn this episode of the ABM Done Right Podcast, Sloan Newman (North American ABM Leader at NTT Data and author of "The Relationship Revolution) joins Eric Gruber (CEO of Personal ABM) to discuss:1. The strategic ICP - Why it's important, how it's different from the traditional ICP,  how Sloan built the strategic ICP for NTT Data, what he looked at to build it,  and how the strategic ICP should inform the ICP?  2. How compensation needs to change  3. Why senior-level marketers need to drive the ABM program?  4. The role that Challenger should play in ABM. 

In this episode of the HR Leaders Podcast On The Road, we sit down with Raúl J. Valentín, EVP & Chief Human Resources Officer at ABM Industries, live from Workhuman Live Orlando 2026, to unpack what it really takes to lead a frontline workforce through constant change, AI transformation, and rising employee expectations.Raúl explains why the future of HR is not about choosing between people and technology, but designing systems where people and AI work together to make work faster, fairer, and more human.He shares how ABM is building resilience across a workforce of more than 100,000 team members by focusing on fairness, recognition, manager capability, and helping employees feel seen, heard, and valued wherever they work.Most importantly, Raúl reveals why HR leaders must stop waiting for perfect answers before taking action, and instead create safe ways to launch, learn, improve, and lead transformation in motion.

In this episode, instead of talking to marketers about account-based marketing, I sat down with two sales leaders who have built and executed ABM programs from the ground up. They bring sharp, practical views on what it actually takes to make ABM work.My first guest is Clint Mooneyham, VP of Sales at Sagility, a healthcare operations company serving payers and providers. Clint brings 15 years in sales, nine of them in healthcare, and his perspective will slow you down before you start, which is exactly the point. He makes the case that most companies launch ABM before they have earned the right to, and that skipping the validation steps at the front end is the single biggest reason these programs fail.My second guest is Tony Mancuso, an enterprise sales leader on the growth team at Onymos, a Series A AI startup focused on diagnostic labs and precision medicine. Tony started with tens of thousands of potential accounts and built, essentially from scratch and with limited startup resources, one of the most disciplined account selection and execution systems I have come across.What struck me about both conversations is how well they complement each other. Clint is asking the question you need to answer before you begin. Tony is showing you how to execute once you have answered it.If you are wrestling with your ABM program, or wondering why a previous attempt did not produce results, this episode is worth your time.Key Topics:"(00:00:00)" Introduction to ABM from a Sales Perspective"(00:03:25)" Theme 1: Is ABM Even Right for You? "(00:05:50)" Validating Strategy with Buyer Intent Data "(00:08:45)" Theme 2: Building a Disciplined Account Selection System "(00:12:10)" Scoring Criteria and Trigger Events "(00:14:50)" Theme 3: Deep Account Research and Intelligence "(00:19:55)" Theme 4: Messaging Outcomes Over Features "(00:23:45)" The Water Cooler Test and Win Themes "(00:25:40)" Theme 5: Alignment, Measurement, and Knowing When to Pivot "(00:31:40)" Closing Summary and Top Five Takeaways If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

La ABM asegura que reducir comisiones pagos digitales en combustibles beneficiará al sistema Exportaciones de mercancías alcanzan cifra récord en marzoLeón XIV reconoce martirio de 49 religiosos  durante la Guerra Civil Española  Más información en nuestro podcast#grc

Over the last six months, Health Launchpad has seen inbound meetings grow by 89% year over year, direct and referral traffic increase by 3.6x, and session engagement run 35% longer from AI-sourced visitors. Perhaps most telling, prospects are regularly showing up to first calls already familiar with who we are and what we do, because they found us through ChatGPT or Claude, not through Google or any outbound campaign.In this episode, I sit down with Mark Erwich, our Chief Strategy Officer, to walk through exactly how we got here and what you can do to see similar results.The shift we are responding to is fundamental. AI tools have become the number one source influencing B2B buyer shortlists, ahead of review sites and analyst firms. 94% of B2B buyers now use AI in their purchasing process, and when they do, they get one synthesized answer, not ten links to explore. If AI does not name you in that answer, you are simply not in the deal.Mark breaks down the three-part framework we built around Authority, Relevance, and Readability, and gets specific about the technical and content changes we made on our own site. What surprised us most was the speed. We expected results to take months. In some cases, we were seeing citations within two weeks of making changes.If you are a healthtech marketer who has watched your SEO-driven traffic soften and is wondering what to do about it, this episode gives you both the framework and a concrete action plan you can start on this week.Key Topics Covered:"(00:00:00)" Introduction"(00:01:12)" The recent increase in inbound meetings driven by AI engines"(00:05:00)" Why being on the "day one" shortlist is critical for B2B deals."(00:05:44)" How AI is now the number one source of influence for building buyer shortlists."(00:07:37)" The concept of "zero click" searches"(00:09:23)" Why AI visitors convert at five times the rate of traditional Google traffic."(00:15:32)" The Three Pillars Framework"(00:16:15)" Building Authority: Third party signals, client references, and earned media."(00:18:52)" Building Relevance: Shifting content strategy from keywords to buyer questions."(00:22:21)" Improving Readability: Technical optimization, robots.txt, and LLM text files."(00:30:26)" Health Launchpad's internal results and strategy."(00:37:23)" Action Plan: Diagnostics and steps to take for immediate AI visibility."(00:42:55)" Introduction to the AI Audit service for healthtech companies.Sources Cited in this Episode:95% purchase from day-one vendors - 6sense, 2025 Buyer Experience Report94% of B2B buyers using AI in the purchasing process - 6sense, 2025 Buyer Experience ReportAI chatbots as the number one source influencing shortlist creation - G2 The Answer Economy: How AI Search Is Rewiring B2B Software Buying, March 2026zero-click rates: one-third, 43%, 93% - Semrush 2026AI visitors converting 5x vs Google traffic - Superlines, March 2026Crawler budget claim - Optimize your crawl budget - Google for DevelopersIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

See the results: https://xgrowth.com.au/reports/abm-pulse/ ABM is evolving fast in APAC, and xGrowth has the data to prove it. In this episode, Shahin Hoda and Alexander Hipwell unpack the findings from xGrowth's latest ABM Pulse benchmark, based on responses from 93 B2B marketers actively running ABM programs across the region. From a dramatic shift away from one-to-few programs to AI quietly expanding the scale of what a single budget can cover, this episode cuts through the noise and tells you exactly what is actually happening with ABM in 2025. If you are making investment decisions or defending the ABM line item to your CFO, this one is for you. Key Topics Why one-to-few ABM dropped from 72% adoption in 2024 to around 38% in 2025, and what that signals about market maturity in APACHow strategic (one-to-one) ABM has held steady at around 50% as organisations focus on protecting and expanding existing customer relationshipsThe AI effect on program scale: why nearly a third of respondents are now running programs targeting 100 or more accounts on the same budgets they used for far fewerABM investment sentiment in 2025: 57% of respondents are holding or growing their ABM budgets, with only 5.2% cuttingWhy inbound is under pressure from zero-click search and LLM-driven traffic drops, and how this is pushing more organisations toward ABM as a primary pipeline channelBudget planning paralysis: why a significant portion of APAC marketing leaders still had not confirmed their 2026 budgets well into Q1, and what that says about market uncertaintyHow to use benchmark data like this as social proof when making the case for ABM investment to a CFO or board Resources & Links xGrowth ABM Pulse Report - download the full benchmark findingsxGrowth - APAC's B2B growth agencyShahin Hoda on LinkedInAlexander Hipwell on LinkedIn Contact & Credits Hosts: Shahin Hoda and Alexander Hipwell Produced by:  Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Marketing is one of those things companies think they're doing right, but often approach through more tactics, more tools, and more activity instead of alignment, clarity, and systems that actually drive revenue.In this episode of Uncomplicate It, I sit down with Jessica Fewless, ABM pioneer and author, to talk about what it really takes to move from disconnected marketing efforts to a strategy that actually works. Jessica shares how decades in marketing shaped her perspective on what's broken today, from the early days of spreadsheets and lead handoffs to the evolution of account-based marketing. Her experience reframes marketing entirely, not as a series of campaigns, but as a system that must align sales, marketing, and data to perform.Her message is clear: without alignment, even the most sophisticated marketing fails.We talk about why so many organizations generate activity without results, and how the disconnect between teams leads to wasted effort, poor conversion, and constant frustration. Jessica also breaks down why more data isn't the answer, and how most teams misuse it in ways that create more noise instead of better decisions.We also get into the reality behind modern marketing, from the pressure to constantly produce to the overreliance on tools and AI without a solid foundation underneath.We cover:Why marketing often becomes “random acts of activity” without a systemWhat account-based marketing actually solves forThe real reason sales and marketing alignment breaks downWhy targeting everyone leads to weaker resultsHow to define and use an ideal customer profile correctlyWhat it means to treat marketing as a system, not a campaignWhy more data doesn't automatically lead to better outcomesHow teams misuse attribution and metricsThe role of discipline in building effective marketingWhy layering AI on a weak foundation makes things worseTakeaways:Alignment between teams is what drives real resultsMore tactics and tools won't fix a broken foundationClarity on who you're targeting changes everythingData should guide conversations, not just prove valueMarketing works best when it's structured as a systemNot every customer is worth pursuingStrong foundations outperform constant activityAI amplifies whatever system is already in placeIf marketing has ever felt scattered, overcomplicated, or disconnected from actual revenue, this conversation will help you rethink how to approach it with clarity, structure, and intention.Connect with Jessica:LinkedIn — www.linkedin.com/in/jfewless/Follow Us:

This week's episode of The Way We See It serves as a powerful follow-up to last week's conversation on Who Is Discipling the Culture? If culture is shaping the way people think, then the next question is clear: what are those thoughts producing in our lives? Pastor Alex Bryant dives into the biblical truth that as a man thinks in his heart, so is he, unpacking how our thoughts shape our emotions, our actions, our habits, and ultimately our future. From the influence of social media, media, and higher education to the rise of emotionalism, anxiety, and worry, Alex explores how wrong thought patterns can quietly shape identity and behavior. He closes with a practical challenge on how to retrain the mind to think biblically, reject toxic mental loops, and let truth become louder than feelings. This is a timely, practical, and deeply personal conversation about how the way we think is shaping the way we live. #TWWSI #Mindset #ThoughtLife #RenewYourMind #Leadership #Culture #Faith #Anxiety #TruthOverFeelings #TheWayWeSeeIt #PastorAlexBryant Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

In this episode, I sit down with two guests who are doing something genuinely different in the world of healthcare events, and they represent two very different moments in the buyer journey.First, Jane Bogue, SVP and Chief Growth Officer at CHIME, gives a refreshingly honest take on how to get real value from a CHIME membership so that tomorrow's HIT buyers view you as partners. She also covers the mistakes that will guarantee you waste your investment. Then I talk with Jeremy Gottlich, Partnerships Lead at Elion Health. Elion is a research and intelligence platform focused on AI and emerging healthcare technology. They run intimate summits built around one very specific design principle: confirmed buying intent. Only health system leaders who are actively evaluating solutions in a specific category get invited, and vendor attendance is capped tightly. Jeremy explains why this model is genuinely different from anything else in the market and why it is resonating at a moment when so many marketing teams are questioning what they are actually getting from big events.I recorded both of these conversations at ViVE, and together they make a compelling case for thinking about your event strategy in a more deliberate way. This episode pairs well with the previous one on making the most of major events like HIMSS and ViVE. Together, they give you a fuller picture of where to invest and what to expect in return.Key Topics:"(00:00)" Introduction and episode setup"(02:55)" Why intimate event communities matter"(05:10)" Jane Bogue on CHIME's role and membership model"(08:15)" Why CHIME is not a pipeline driver"(10:35)" How to engage the CHIME community the right way"(12:25)" Why face-to-face connection still matters"(14:35)" Who should and should not invest in CHIME"(16:10)" Transition to Elion's different event model"(17:40)" Jeremy Gottlich on Elion's platform and mission"(20:25)" What makes an Elion summit different"(23:20)" Confirmed buying intent as the core design principle"(24:50)" Why smaller events are gaining importance"(27:25)" Four practical takeaways for marketersIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this episode of The Way We See It, Pastor Alex Bryant tackles one of the biggest questions shaping our moment: who is discipling the culture? From defining cultural Marxism to unpacking John Ashcroft's framework of stigma and affirmation, Alex breaks down how society shapes behavior through what it rewards and what it condemns. He also explores how labels, identity, and intersectionality are changing the conversation, and why the growing tendency to judge entire groups instead of individuals is reshaping truth, character, and culture in real time. This is a bold, thought-provoking conversation about the forces shaping the way we see it. #TWWSI, #Culture, #Leadership, #CulturalMarxism, #JohnAshcroft, #ErwinLutzer, #StigmaAndAffirmation, #Intersectionality, #PastorAlexBryant, #TheWayWeSeeIt Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

We are delighted to welcome Ashleigh Cook, the Chief Marketing Officer of RainFocus, as today's guest. In this episode, Ashleigh focuses on strategy, data, AI, and the aspects of events that must change. Stay tuned to learn how, with the right strategy and data foundation, events can truly become impactful drivers of business growth. Ashleigh's Journey Ashleigh began her career in the research and advisory space at companies such as Gartner and Forrester, where she managed marketing programs and consistently tracked events that drove the strongest growth. She joined RainFocus in 2020, during the pandemic, inspired by its focus on data and personalization. There, she saw firsthand how virtual events expanded reach and accessibility, and how hybrid experiences strengthened engagement. Today, she collaborates with leading brands to develop event strategies that enhance business outcomes. Events Ashleigh believes that events are one of the most effective ways to bring teams together around the customer experience. They help attract new customers, deepen relationships, and build loyalty. She points out that conversion rates from events are consistently strong, making them a powerful channel when used intentionally. Formatting Events The format of an event should always reflect its goal—virtual works well for reaching wider audiences and delivering content at scale. In-person is more impactful for connection and relationship-building. Hybrid offers flexibility, while roadshows are becoming more common to meet audiences where they are. Clear Intent A key message from Ashleigh is to avoid running events just because they happen each year. She encourages organizations to be clear about what they are trying to achieve, and then design the event around that goal. Beyond Attendance Ashleigh explains that event registrations and attendance only tell part of the story. What really matters is how people engage at events, the sessions they attend, who they meet, and how actively they participate throughout the event. Data Ashleigh emphasizes the importance of event data after the event ends. Teams should focus on follow-up, understanding attendee interests, and tracking how those interactions turn into opportunities, accelerated deals, and long-term relationships. Data Strategy Data should be intentional. Instead of simply collecting information habitually, organizations should consider how they will use it across the entire customer journey, from registration to post-event engagement. Personalization With the right data, events can become far more personalized. Attendees can be guided toward sessions, content, and experiences that match their interests, making their time more valuable and increasing engagement. AI AI helps teams save time and work more efficiently. It supports recommendations, workflows, and analyzing feedback, allowing teams to focus less on logistics and more on creating better experiences. The Human Element While AI is powerful, Ashleigh is clear that it cannot replace human connection. The real value of events lies in relationship building, trust, and in-person interactions. An Ongoing Journey Ashleigh encourages people to think beyond one single event. Events should connect to a broader journey, where each interaction builds on the last and helps teams engage more meaningfully over time. Events Are Growing More organizations are investing in events because they offer a real connection in an increasingly digital world. Events cut through the noise and create lasting impact. Learning and Staying Relevant Keeping up with new tools and trends does not have to be overwhelming. Ashleigh recommends learning from peers, joining professional communities, and experimenting with new technologies to build confidence and improve results. Authenticity Matters Authenticity matters. As more content becomes automated, people are becoming more adept at spotting what feels real. Lasting connections and strong brands come from genuine, human interaction. BIO: Ashleigh Cook, Chief Marketing Officer at RainFocus Ashleigh is an accomplished marketing executive with deep expertise in sales, marketing, and product best practices and technology. She is driven by a passion for helping high-growth companies establish and scale marketing functions to deliver an exceptional customer experience that aligns with rapidly changing expectations and technology advancements. Before RainFocus, Ashleigh led marketing teams spanning GTM strategy, demand generation, ABM, client marketing, and operations at SiriusDecisions and Forrester. Ashleigh holds her BSBA in Marketing from the University of Richmond. Outside of work, she enjoys spending time with family, golfing with her husband, being active with her dog, and traveling. Connect with Eric Rozenberg LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Ashleigh Cook On LinkedIn RainFocus  

Big events like HIMSS and VIVE are the biggest single investment for many health tech marketing companies. They serve many needs, but there is always an expectation of a positive ROI from them.In this week's episode, I go deep with two highly experienced and brilliant health tech marketers on their strategies for creating highly engaging events that deliver strong results: Lea Chatham, VP of Marketing at Heidi Health, and Aaron Bours, CMO at Hyro.Lea and Aaron talk candidly about how they set goals before they touch a single tactic, how they decide which events are worth their time and money, and why experiential activations only work when they are genuinely connected to your brand message. They also get into the execution mechanics that most teams skip: the pre-event outreach, the lead capture systems you run during the show, and the follow-up discipline that determines whether an event was actually profitable.They both end up in the same place: in healthtech, especially when you are selling into enterprise health systems, relationships are the one thing that protects you when things get hard. Key Topics Covered"(00:00:00)" -- Introduction"(00:03:00)" -- Theme 1: Start with goals, not tactics"(00:05:00)" -- Theme 2: Event selection discipline"(00:08:00)" -- Theme 3: Experiential as brand expression"(00:12:00)" -- Lea on Heidi Health's branded Uber activation at ViVE"(00:16:00)" -- Theme 4: Creativity within constraint"(00:17:00)" -- Theme 5: Intimate beats massive"(00:20:00)" -- Theme 6: Pre, during, and post"(00:24:00)" -- How Lea scales pre and post-event systems"(00:26:00)" -- Theme 7: Relationships as durable ROI"(00:29:00)" -- Five key takeaways and closing thoughtsIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Marketing is easy to understand as a Marketer, duh. But to other departments (like Finance, Ops, Sales, etc.), it can be hard to get them to understand WHY your company needs Marketing.  Enter: Steve Stano, a Marketing leader in the financial services space. Sure, not everyone is a Marketer, but he's here to break down how you can get everyone on board, in the loop, and up to date about what Marketing can do.  What does data have to do with it? Turns out, data should be the reason you do anything. You need the numbers to back it up. And as Marketers, it's our job to paint the picture so others understand why we do things.  Plus, what's smarter ABM? We talk about how account-based marketing tactics are evolving based on buying signals and behavior. Whether you're a Marketer at a large company or at a startup, this is the episode for you.  Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at wrike.com/tmm⁠ Follow Steve: LinkedIn: https://www.linkedin.com/in/stevestano/ Follow Daniel: LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/ Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

Is Account-Based Marketing Worth It? (Most Teams Get This Wrong)Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it?In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and why most ABM efforts fail before they even start.We go beyond theory and show you the practical decisions you need to make, including how to define your target list, why deal size changes everything, and why “cataloguing the market” is the missing piece most teams ignore.Tune in and learn:When ABM actually works (and when it doesn't)Why most teams waste money targeting the wrong accountsHow to use cataloguing to stop guessing and start closingIf you're a B2B marketer trying to drive real pipeline, not just activity, this is a must-watch.SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/00:00 Why Everyone Is Talking About ABM (But Few Get It Right)00:35 The Big Question: Should You Even Do ABM?01:10 Why Most B2B Marketing Still Feels Like “Spray and Pray”01:30 The Hidden Truth: ABM = Disciplined Go-To-Market02:00 Why Weak Targeting Kills Your Positioning02:30 When ABM Actually Makes Sense (And When It Doesn't)03:00 What ABM Really Is (And What It Isn't)04:00 The 3 Decisions You Must Make Before Doing ABM05:00 Step 1: Define Your Objective06:00 Why Most Teams Skip Proper Target Lists07:00 The ICP Trap08:00 When Your TAM Is Too Small for Paid Ads09:00 The Real ABM Filter: Deal Size10:00 Why ABM Fails for Low-Value Products11:00 Step 2: The Missing Piece – Cataloguing12:00 Why Marketing Can't Guess Who's In-Market13:00 The 95/5 Reality14:00 The Contract Problem That Kills Deals15:00 Real Example: Why Campaigns Fail16:00 How Cataloguing Changes Everything17:00 Why Your TAM Might Be Wrong18:00 Step 3: Not Everything Should Be ABM19:00 Running ABM + Broad Marketing Together20:00 Enterprise vs SME21:00 Why Over-Personalised Ads Don't Work22:00 What Actually Works: Real Conversations23:00 The Problem With AI Personalisation24:00 Why Buyers Don't Share Pain Publicly25:00 The Final Answer: Is ABM Worth It?26:00 The 3 Rules for Deciding27:00 Final Takeaways

In this episode of The Way We See It, Pastor Alex Bryant breaks down a powerful conversation between Stephen A. Smith and Anton Daniels on politics and Black culture. Using clips from their full conversation, Alex weighs in on some of the toughest questions facing the Black community today. Why does it often feel like you can only be a Democrat? Why are Black Republicans so often attacked? And what role does the victim mindset play in holding people back? Anton Daniels makes the bold claim that 98% of the struggles in the Black community are self-inflicted wounds, and Stephen A. Smith pushes the conversation into deeper waters. Pastor Alex adds his own perspective on personal responsibility, political identity, and what it takes to move forward with truth and accountability. This is real talk on culture, politics, and the way we see it. #TWWSI, #BlackCulture, #PoliticsAndCulture, #StephenASmith, #AntonDaniels, #VictimMindset, #PersonalResponsibility, #FaithAndCulture, #PastorAlexBryant, #RealTalkLeadership Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

In this episode of The Way We See It, Pastor Alex Bryant speaks with his friend Derrick McBride about the biggest story in sports right now, the Chicago Bulls' decision to waive Jaden Ivey after his public comments criticizing the NBA's Pride Month messaging from his Christian convictions. (SB Nation) The move has sparked a much bigger conversation around faith, free expression, and what athletes are allowed to say in today's culture. Alex and Derrick dive into the cost of standing on conviction, the cultural pressures surrounding sports, and what this means moving forward. They also hit several other major sports headlines, including Tiger Woods' latest DUI incident, the madness of March Madness, and how NIL money and the transfer portal continue to reshape college athletics. This is a strong conversation on sports, culture, faith, and the price of speaking up. #TWWSI, #SportsAndCulture, #JadenIvey, #FaithInSports, #TigerWoods, #MarchMadness, #NIL, #TransferPortal, #FreeSpeech, #PastorAlexBryant Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

Is signal-based selling really the next step in B2B growth, or are most teams still just getting better at managing noise?Sales and marketing teams have more data than ever. They can see site visits, account activity, intent signals, and engagement across a growing stack of tools. But that still leaves a basic problem unsolved: who is actually in-market, what signal matters, and what should your team do next?In this episode of B2B SaaS Marketing Snacks, Stijn Hendrikse sits down with serial entrepreneur and B2B martech builder Mani Iyer to unpack the shift from account-based marketing to person-based, signal-driven selling. They talk through why older ABM approaches often fall short, what changed in the data layer, and how go-to-market teams can turn scattered signals into something sales can actually use.You'll hear how to think about first-party and offsite intent, why human review still matters in AI-assisted outreach, and why high-signal communities like Reddit, Slack, and WhatsApp can still tell you more than a polished dashboard. By the end, you'll have a clearer view of what signal is worth acting on, what noise to ignore, and how to build a sharper GTM motion around real buyer behavior. In this podcast, you'll learn:Critical topics in this episodeWhy ABM stopped being enoughWhere person-level signal changes the gameHow teams rank and act on signalsWhy human review still mattersWhat Reddit and communities revealWhere AI agents may take this nextBy the end, you'll have a clearer view of what signal-based selling really means, where it works, and how to use it without adding more noise to your go-to-market motion.

In this episode of The Way We See It, Pastor Alex Bryant dives into what it really means to be born again. After a viral video from social media influencer Trisha Fenimore, Alex addresses the claim that people are "born this way" and reminds us of a core truth of the gospel, Jesus meets you where you are, but loves you too much to leave you there. That is what being born again is all about, transformation. He also responds to the backlash and speaks directly to those who say they are disappointed in believers who stand on Scripture, offering a clear and compassionate response rooted in truth. This is a real talk conversation about identity, grace, and the life-changing power of Jesus. #TWWSI, #BornAgain, #GospelTruth, #FaithAndCulture, #BiblicalTruth, #StandFirm, #GraceAndTruth, #IdentityInChrist, #PastorAlexBryant #RealTalkFaith Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

In this episode of The Way We See It, Pastor Alex Bryant takes a sobering look at what real authoritarianism actually looks like. When members of the Iranian women's national soccer team refused to sing their national anthem during the Women's Asian Cup, it was not a loud protest. It was silence. But that silence carried enormous risk. These athletes knew that speaking out against the regime could cost them their careers, their freedom, and possibly their lives. As several players sought asylum in Australia, the Iranian government reportedly began pressuring their families back home, threatening relatives and detaining loved ones. One by one, many of the players chose to return to Iran anyway, not because they trusted the regime, but because their families were now in danger. Pastor Alex uses this story to challenge the way Americans casually throw around words like tyranny and fascism. In many parts of the world, dissent is not debated. It is punished. This episode is a powerful reminder that freedom is messy, but it is also precious, and there are people across the globe risking everything just to experience a fraction of it. #TWWSI, #FreedomMatters, #IranProtests, #Authoritarianism, #ValueFreedom, #SpeakTruth, #GlobalPerspective, #PastorAlexBryant, #RealTalkFaith, #TheWayWeSeeIt Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

Mastering Ecosystem Growth and AI Transformation Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ In this episode, Vince Menzione sits down with Rebecca Jones, Chief Growth Officer of Bridge Partners, to deconstruct the “Power of Three” co-selling model and the shift from AI experimentation to scalable business outcomes. They explore the critical importance of customer-centricity, the role of agentic workflows in solving complex B2B problems, and why the most successful leaders prioritize progress over perfection to show momentum within weeks rather than years. From her background in the financial sector to her experience scaling with industry titans like Microsoft, Rebecca provides a masterclass on navigating the current “tectonic shifts” in technology through strategic alignment and executive commitment. Key Takeaways Bridge Partners focuses on connecting strategy to execution, boasting a 90% referral rate driven by deep expertise in product marketing and partner ecosystems. The market is shifting from mere AI “dabbling” to purposeful applications in MVP and scale, specifically through agentic AI that tackles real business problems. Success in today's landscape requires knowing your underlying value and maintaining an unwavering focus on customer-centricity. The “Power of Three” (Hyperscaler, GSI, and ISV) remains the ultimate design for go-to-market scaling, provided there is a clear joint value proposition. To show immediate momentum, new executives should focus on “quick wins” achievable within six to eight weeks rather than long-term three-year plans. Effective co-selling requires removing blockers like compensation misalignment and securing top-down executive sponsorship across all leadership silos. If you're ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. https://youtu.be/nClWjCm6S6A At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags Rebecca Jones, Bridge Partners, Chief Growth Officer, co-selling, Power of Three, Hyperscaler, GSI, ISV, SAP, Microsoft, agentic AI, AI experimentation, pipeline velocity, pre-sales workshops, account-based marketing, ABM on steroids, GTM strategy, executive sponsorship, partnership ecosystems, B2B growth, tech industry trends 2026, Ultimate Partner, Vince Menzione, orchestration, value proposition. Transcript Rebecca Jones Audio Episode [00:00:00] Rebecca Jones: Because most of the agents I’ve seen drop into um, a lot of the areas where you and I can download are features. [00:00:07] Vince Menzione: Yes, [00:00:08] Rebecca Jones: they’re really feature agents. I love where we are ’cause we’re starting to tackle real business problems. [00:00:17] Vince Menzione: We just finished Ultimate Partners Winter Retreat here in beautiful Boca to a sold out crowd. Today I’m joined by Rebecca Jones, the Chief Growth Officer of Bridge Partners for this compelling discussion. Rebecca, welcome to the podcast. [00:00:33] Rebecca Jones: Thank you, Vince. [00:00:34] Vince Menzione: I am so thrilled to have you in Boca in the studio. [00:00:37] Vince Menzione: We’ve been working together now for a couple of years. We [00:00:39] Rebecca Jones: have, [00:00:40] Vince Menzione: and yesterday we were at the Ultimate Partner live executive winter retreat here in Boca. Uh, we’re recording in late February, early March timeframe. And, uh, just it was so thrilling to have everyone in the room yesterday. [00:00:55] Rebecca Jones: Was it? I mean, the energy. [00:00:56] Rebecca Jones: It was amazing. [00:00:57] Vince Menzione: Yeah, [00:00:58] Rebecca Jones: it was amazing. And thank you so much for having me. I mean, Florida’s gorgeous this time of year. It’s nice to get outta Seattle. [00:01:04] Vince Menzione: Well, it’s, it’s always, I, I, we, we love Seattle. Yes, we love, we do love to be in Seattle and especially in the spring, which we’ll be there together. We’ll talk about that in a little bit, but, um. [00:01:14] Vince Menzione: This is our first time actually having an interview. I mean, we’ve had you on stage. Yes. We’ve had Bridge as a part. Bridge Partners has been a partner. It’s ultimate partner. How’s that? And, uh, you’ve led some workshops. You help organizations to be successful and I thought just like to start out like, tell us more about you. [00:01:32] Vince Menzione: Yeah, bridge Partner and your role at Bridge Partners. And, uh, just to frame, to frame the conversation today. [00:01:40] Rebecca Jones: Okay. Of course. So let me tell you a little bit about my background. Um, I’ve been in the technology industry for a few decades now, and I started within the product and go to market, side of the house. [00:01:54] Nice. [00:01:54] Rebecca Jones: And I’ve navigated across a number of functional areas. From product to partner and sales. [00:02:02] Vince Menzione: So product development, [00:02:04] Rebecca Jones: engineering, [00:02:04] Vince Menzione: product marketing. Product marketing. [00:02:05] Rebecca Jones: Product marketing. [00:02:06] Vince Menzione: Yeah. [00:02:07] Rebecca Jones: Yes. And so when you look back on the areas of where I focus my time, it’s really how do you help customers grow and how do you help companies grow? [00:02:17] Rebecca Jones: Um, and a lot of my background is in B2B. [00:02:20] Vince Menzione: Very cool. [00:02:21] Rebecca Jones: Yeah. [00:02:21] Vince Menzione: And where’d you get your start? [00:02:23] Rebecca Jones: I started actually in the financial sector. [00:02:26] Vince Menzione: Very cool. [00:02:27] Rebecca Jones: Yeah, [00:02:27] Vince Menzione: very cool. That’s, well, that’s a good grounding and [00:02:30] Rebecca Jones: it’s an excellent grounding. And when you look back, and when I look back at what that provided as a foundation, it’s really the economics of a business and how do you help a business and what are the trend lines behind that by industry and and whatnot. [00:02:45] Rebecca Jones: And so I moved from that over to. More agency view, and so the real market facing view and then back inside to really look at how companies develop their products and bring ’em to market. [00:02:56] Vince Menzione: That’s an exciting, well, I think it’s exciting. I hope our listeners and viewers think it’s exciting and I know Bridge Partners because when I was at Microsoft, we worked with Bridge Partners. [00:03:06] Vince Menzione: But for the listeners and viewers that are with us today, maybe a little bit of background about the company and its, and its structure and go to market. [00:03:13] Rebecca Jones: Yeah, of course. So Bridge Partners is almost 20 years old. [00:03:18] Vince Menzione: Wow. [00:03:19] Rebecca Jones: Wow. [00:03:19] Vince Menzione: Yeah. [00:03:19] Rebecca Jones: Can you believe it? [00:03:20] Vince Menzione: We were newbies when I was working with you. [00:03:22] Rebecca Jones: We, we were newbies and uh, the company was really founded on the principle of how do you connect strategy to execution. [00:03:32] Rebecca Jones: And within that, our first customer was Microsoft. [00:03:36] Vince Menzione: Interesting. [00:03:37] Rebecca Jones: Yeah, yeah, yeah. Uh, and that was an incredible spot to be and an incredible time to be in a company that started to evolve and grow with one of the titans in the industry. And obviously a incredible market leader in the tech industry. [00:03:56] Vince Menzione: Well, and that time 20 years ago, ’cause I was, I was along for that journey. [00:03:59] Rebecca Jones: Yeah. [00:04:00] Vince Menzione: Uh, it was a time of tumultuous change at Microsoft. [00:04:03] Rebecca Jones: Yes. [00:04:04] Vince Menzione: Uh, in fact, we were talking about the, uh, entrepreneur’s dilemma earlier, uh, today, and Microsoft was going through that period where, you know, we, everyone loves Steve Bomber, but there was a time within the organization that it was stuck. [00:04:18] Rebecca Jones: Mm-hmm. [00:04:19] Vince Menzione: And it had to transform as an organization. [00:04:22] Rebecca Jones: A hundred percent. And so when you think about companies like Microsoft, it’s not only what they do, but how they bring that to market. Yep. And uh, so when you think about where Bridge Partners started and having the privilege to be in Microsoft of all places to, um, cut your teeth on you look at where we started and where we’ve grown from there. [00:04:44] Rebecca Jones: Uh, within the tech industry, we’ve worked across, um, multiple hyperscalers. We’ve worked across, uh. Really the top tier tech and telco, those top 100. Yep. And all the household names. And then throughout that, across the partner ecosystem, because you and I both know these companies grow and scale their businesses through the partner ecosystem, and so we’ve been privileged to work across. [00:05:08] Rebecca Jones: Multiple depth and breadth partners in that play. [00:05:12] Vince Menzione: And as an agency, are you more known for project management go to market? Uh, what, what are the areas and focus where the outcomes that you achieve? [00:05:21] Rebecca Jones: Yeah, so we’re known for. Being on the growth side of the house. And how I define that is you find us in marketing, but that center of gravity is in product marketing. [00:05:32] Vince Menzione: Yes. [00:05:32] Rebecca Jones: And then how you scale that through partner ecosystems and then supporting that field or that sales organization. So when you think about those three pillars within the organization, that’s where you’ll find us. [00:05:43] Vince Menzione: And why would I choose Bridge Partners? [00:05:46] Rebecca Jones: Oh, well, um, based on experience. Um, and then when you think about Bridge Partners, it’s not, um, just what we do, but when you take a look at our engagements and background, we’re over 90% referral. [00:06:01] Vince Menzione: Wow. [00:06:02] Rebecca Jones: And so people take us with them and um, what I look at is have we actually moved the needle or driven the customer outcomes? And when you think about the customers that we’ve worked with and the companies in this industry. It’s quite a roster and I don’t take that lightly because if you’re going to help support these companies and help them grow, it’s a testament to how we were able to accomplish that. [00:06:27] Rebecca Jones: Because all these companies have complex enterprise organizations. Their go to market is nuanced and how they want to, and then, um, get and grow. And so these are just a couple of the different ways that we’ve been able to be successful. [00:06:42] Vince Menzione: Fantastic. You know, you’ve done workshops at our events and talked to our community about how to help them achieve their greatest results. [00:06:50] Vince Menzione: What would you say to them? Now we’re living in this time? I, I I, I said this earlier, I don’t want to use the term tectonic shifts, but I’m running out of words to describe how tumultuous this time feels right now to me. [00:07:03] Rebecca Jones: It’s interesting you say that. I was thinking about that. ’cause both you and I have been in the industry for a bit. [00:07:08] Rebecca Jones: Yeah. And, um, there’s some pattern recognition happening right now for me and how I look at the go to market and these, these points in time and the evolution and. This point in time, it is a tectonic shift. But a lot of companies have other, have had to go through these challenges before. If you think about, um, the migration to the cloud and [00:07:33] Vince Menzione: yes, [00:07:33] Rebecca Jones: all of the unlocks that it has, and at the end of the day it’s, it’s shifting and thinking about new business models and it’s shifting and thinking about go to market, but there is. [00:07:43] Rebecca Jones: There are things that ring true no matter where you are. And one of the things I’ve always taken a look at is, do you know your underlying value and relevance in market? And are you being customer centric? That never goes outta style, right? Do [00:07:58] Vince Menzione: you know your value and are you customer centric? That makes a lot of sense, right? [00:08:02] Vince Menzione: Yeah. And do they, what do you do? And, and do they, how do what, how do they answer to that question? [00:08:07] Rebecca Jones: Well, that’s a, that’s a thinking question. Yes. Right? Yes. It takes a minute to think about that. Um, where is your moment of relevance with a customer? [00:08:16] Vince Menzione: Yeah. [00:08:17] Rebecca Jones: Where is your moment of relevance with a customer? [00:08:19] Rebecca Jones: And when you think about your reason to exist as a business, you have a really defined ICP, an ideal customer profile, and where’s your moment of relevance and. Yes. There’s a lot happening right now, and I think also because of where we sit in the industry and being in the midst of all of these giants with incredible technology to bring to market. [00:08:44] Rebecca Jones: Yeah. We’re, we’re in the front end of this wave or the, the, the tectonic shift that you’re talking about. It’s just, you know, it’s unsettling to a certain degree, but it’s really energetic and it’s. Dynamic and, and there’s so much opportunity out there. So [00:08:59] Vince Menzione: much so, you know, you had me thinking about the $600 billion that’ll be invested this year and just in cloud infrastructure and chips, right? [00:09:08] Vince Menzione: Yeah. So data centers and chips, and talk about that being like kind of creating this wave, this huge tsunami that’s coming for the beaches and, and everything seems to be. Every week there’s a new announcement, and recently it’s been philanthropic and clawed. And yes, uh, the markets are reacting. They’re, um. [00:09:30] Vince Menzione: They’re almost, uh, imploding in some ca in some cases because they’re trying to react the financial analysts, they’re trying to react to what’s happening right now. [00:09:38] Rebecca Jones: It, the investment is massive and it’s, it’s incredible and it’s massive. And over the last year, you saw a lot of experimentation. Yeah. And you saw a lot of dabbling, a lot of, you know, quite. [00:09:52] Rebecca Jones: Frankly, a little bit of concern about is this gonna pay off? [00:09:56] Vince Menzione: Yes. [00:09:57] Rebecca Jones: And when you look at where we are in this chain cycle and this adoption cycle, we’re right at the front end, the early adopters. And so a lot of the work that we’re doing, and where I’m focused on is how do you move from experimentation? To truly having some movement over into MVP and scale. [00:10:18] Rebecca Jones: And so I’ll just harken back to Yeah, [00:10:19] Vince Menzione: please. [00:10:20] Rebecca Jones: That product mindset of when you’re looking at opportunity within the business, there was a lot of, um, there was a lot of pockets of experimentation just for fun. Just for fun. And so when you look across the business, um, and what, what we observed was, um, businesses of all different sizes, experimenting and, and some were just, they’re fun, they’re dabbling, right? [00:10:45] Rebecca Jones: But it, it changed in the second half of last year, people became much more thoughtful, much more purposeful, um, thinking forward about how would this be applied to my business? Yeah, because the question now isn’t. Could we do this? It’s really, should we do this [00:11:03] Vince Menzione: right? And and there was a period of time, I don’t mean to interrupt you, but there was a period of time when we were talking about earlier in in last year, we were talking about halluc hallucinations still. [00:11:13] Vince Menzione: Yes. So there was a lack of confidence on the platform side. Yes. Microsoft had brought out. Uh, it’s copilot solutions early to market. And there was some, uh, pushback from the community saying, we’re not seeing the results of that. Yeah. From the financial community specifically. And then I think what you said is then the second half of the year things started to change. [00:11:35] Vince Menzione: There was greater confidence. The [00:11:36] Rebecca Jones: Yeah, [00:11:37] Vince Menzione: I’d say the models got better. [00:11:38] Rebecca Jones: The models got better. But when you think about innovation, that’s inherent risk, [00:11:43] Vince Menzione: right? [00:11:43] Rebecca Jones: Right. Yes. When, when you’re on an innovation curve, yes, that’s risk. And so you have to look at as any great CFO will tell you diversification innovation. [00:11:56] Rebecca Jones: When you start to look at that market landscape, you’re creating risks. Yes. So they’re investing a lot and they wanna know when the payoff is coming back into the business. Right? Or back into the market. [00:12:08] Vince Menzione: So Rebecca, where is the AI market right now? [00:12:13] Rebecca Jones: Oh, that is a tough and great question, Vince. [00:12:18] Vince Menzione: I mean, we’ve gone through it and I’ll, I’ll kind of frame this for, yes, for, for everyone, at least from my perspective of what’s happened, right? [00:12:24] Vince Menzione: So, uh, September, 2022. Chat, GBT. Yeah. So we get into chat bots or chat bot, chat bot, chat bot, chat bot the first year or so, beginning of last year, 2025. A agentic AI really starts to take hold. It’s, it becomes a new term. In fact, I don’t think we were even using the term agentic AI before the end of 24, beginning of 25. [00:12:47] Vince Menzione: And then agents have really proliferated, um, all of the marketplaces now have agents and people are developing their own agents and so on. And all the tools, like all, all the cloud tools have agent capabilities. And now, um. We’re in 2026 and we’re still in the first quarter. It feels like the agents are starting to rule the world and maybe taking over the world [00:13:10] Rebecca Jones: they might be. [00:13:11] Vince Menzione: Yeah, [00:13:11] Rebecca Jones: right. There is definitely a proliferation of agents and I’m anticipating a lot of consolidation of that. ’cause most of the agents I’ve seen drop into, um. A lot of the areas where you and I can download are features. [00:13:26] Vince Menzione: Yes. [00:13:26] Rebecca Jones: They’re really feature agents and those will get consolidated ’cause the where we are and you ask where we are in the market. [00:13:33] Rebecca Jones: What I love. I love where we are ’cause we’re starting to tackle real business problems. And what I’m observing and what we’re working on is really helping connect back into the business to really start that transformational work. [00:13:48] Vince Menzione: So take us through that. I’d love that. I’d love, give us a scenario or [00:13:51] Rebecca Jones: give us a use case. [00:13:52] Rebecca Jones: Do this. Yeah. I think’s really great scenarios here that I can walk you through. And first and foremost it is, and I’m gonna go back and I talked about specialization in specialty areas. Yes. That’s really important. Um, we talked yesterday during the conference around, um, industry. What industry are you in? [00:14:11] Rebecca Jones: You know, I’m in tech and that’s, that’s, we know that industry, we know those business models really well. That’s extremely important. And then you move within that. And what functions do you know and functions in this, you know, order are the product marketing function, how does that work? [00:14:30] Vince Menzione: Yeah. [00:14:30] Rebecca Jones: How does that work in an enterprise organization or a sales function or a. [00:14:36] Rebecca Jones: Partner function. And within that, what are all the workflows? How do these teams operate together? And so that’s where that curiosity comes in of not just how you did the work. How is the work orchestrated? [00:14:49] Vince Menzione: Inter orchestration is a huge topic area. [00:14:51] Rebecca Jones: Orchestration is a huge topic. Let’s, let’s go [00:14:53] Vince Menzione: there. [00:14:54] Rebecca Jones: E Exactly. [00:14:55] Rebecca Jones: And that’s where that curiosity, you know, I was talking about pattern recognition comes in how is the work designed? And that becomes. The blueprint for how you start to think about agentic workflows. And if you don’t have a great workflow, you don’t wanna replicate that in an agent, but Exactly. You definitely need to understand that. [00:15:18] Rebecca Jones: And so why don’t I take something that, um, I think will resonate for anyone listening to this podcast, because everyone is probably looking for growth this year and wanting to accelerate [00:15:28] Vince Menzione: Yes. [00:15:29] Rebecca Jones: Sales. Their pre-sales funnel. So if we just take that pre-sales motion and specifically now with where partners might play in that or where, um, technology companies might want to enable their partners better. [00:15:47] Rebecca Jones: When I start to break down a pre-sales function, you have areas within that. Whole workflow that your marketing department might be driving. They might be driving top of the funnel or or demand programs. And then as you move down the funnel, let’s call it mid funnel, that really has opportunities for partner and field sellers to come in and. [00:16:07] Rebecca Jones: You might be seen or observing that your, um, pipeline velocity is not where you want that, right? Mm-hmm. You might be, you know, as they say, stuck. Stuck. [00:16:18] Vince Menzione: Yep. [00:16:19] Rebecca Jones: And so when you start to look at what agents could do within that, I’ll use a real use case, um, around pre-sales workshops. You and I are both familiar with that. [00:16:28] Vince Menzione: We, we are, we were just talking about this last night, in fact, at dinner, about pre pre-sales workshops and how this is still such a vital component, how organizations work together. [00:16:37] Rebecca Jones: Such a vital component, um, for multiple reasons, right? You get to engage directly with the customer. You get to spend time with that customer. [00:16:46] Rebecca Jones: You get to ensure you understand what are their most pressing use cases and really help them design and buy into a solution far before you get to a proposal. And quite frankly, if you do this right. You also have an adoption plan, and then think about it from other functional areas in the organization. [00:17:02] Rebecca Jones: You start to pattern match across those presale workshops. You can start to see the use cases that are most valuable in market and start to put that into your messaging. So you think about presale workshop, it’s just not the activity of having a workshop, but if you could build an agent. To really help design around partners, enabling partners to deliver better presale workshops. [00:17:27] Rebecca Jones: Interesting. And how are you ingesting information that goes into the workshop? How are you helping, um, develop materials and first drafts faster for proposals post? How are you. Data is informing this. What are you collecting and what are you providing, and then what are you delivering? If you take that one simple component in a pre-sales process, you can see where I’m going. [00:17:53] Rebecca Jones: Yeah. All of a sudden, an ecosystem starts to show up around how could you connect better back with product marketing? What are they doing? What could you inform them with, with the data that you’re bringing in? [00:18:03] Vince Menzione: Interesting. [00:18:03] Rebecca Jones: And then what are the. Deterministic pathways outside of that, that you could be informing downstream down to first, first stress faster on proposals. [00:18:13] Rebecca Jones: Are you helping those partners with an adoption plan? The service partners in there. And so that is the designer and the architect of understanding how that workflow comes to life. And then you can really start to think about the outcomes that you wanna drive. And that’s where I love to start the conversations. [00:18:31] Rebecca Jones: That shouldn’t be an afterthought. That should be where you start. [00:18:35] Vince Menzione: So how do you, how do you, how do you start with this? You gave me a great example, but how do you apply this in the business? Like what do you take when you meet with a client to talk about pre-sales workshops as an example? [00:18:47] Rebecca Jones: Yeah. [00:18:47] Vince Menzione: You take a proforma of what a pre-sales workshop would look like. [00:18:51] Vince Menzione: I’m, I’m, I. I might be wrong on this, but you have, like, you, you now have, uh, AI or AI that they go out and pull the data that you would normally ask maybe in some, some, uh, process, uh, information flow process that we grab and, and pull this into the, to the, to the form. The [00:19:10] Rebecca Jones: first question I always ask is, why. [00:19:12] Rebecca Jones: Why is this so important and valuable? I might have an assumption why, based on my experience, but I want the facts, right? I wanna know how they’re measuring it today, so we have a baseline and I wanna understand what their goals are. [00:19:28] Vince Menzione: Okay? [00:19:29] Rebecca Jones: Are they looking to increase revenue? X percentage. Uh, how many deals are they anticipating? [00:19:38] Rebecca Jones: How many presale workshops do they typically deliver through partner a year? Are they looking to scale that? Probably, yes. Are they looking to increase the value that they’re getting into contract post presale workshop? Probably yes. But I want that empirical data. And then I also wanna know where are they storing that? [00:19:57] Rebecca Jones: Where are they sourcing that? And so it, it really. The question and the question set really is understanding the business outcomes and the why. I, I ask a lot of why, and it really helps you frame in what would be the best outcome or the best solution, and then where do you start? Because there’s a lot of appetite for a. [00:20:21] Rebecca Jones: A transformational workflow from A to Z. And that’s a hard place to, [00:20:26] Vince Menzione: it’s hard show momentum. It’s hard. It’s hard, [00:20:27] Rebecca Jones: right? [00:20:27] Vince Menzione: It’s, it’s hard to document your current workflow flows. [00:20:30] Rebecca Jones: Yeah. [00:20:30] Vince Menzione: Let alone come back and do this ally. [00:20:33] Rebecca Jones: Yes. [00:20:34] Vince Menzione: And create the best outcomes. [00:20:36] Rebecca Jones: Yes. [00:20:36] Vince Menzione: So I go back to this and I go, well, what, what creates the best outcomes? [00:20:39] Vince Menzione: Where the customer signs at the dotted line, and then how do you work back from that to the pre-sales workshop? Is that how [00:20:46] Rebecca Jones: you do it? A hundred percent. It’s a hundred percent. And then where do you start? How do you show, um, progress, not perfection. And so in this world, there’s a lot of, um, pressure. To show progress, outcomes, momentum. [00:21:00] Rebecca Jones: Yeah. And these very significant investments that are being made. And so how do you get them to quick wins? And so you know this, for any new executive coming into role, what are your quick wins? Yes. Right? Yes. You need to transform an organization, you need to transform a function. How do you set them up for success? [00:21:19] Rebecca Jones: And that’s always in my mind, that’s always in the mind of. The bridge partners, leaders of how do you set this leader up for success? And it’s that point between strategy and execution. How do you help them show quick wins? And so I broke you down that process. Yep. Of how would you think about in that use case, how to bring that back and help them show quick wins? [00:21:42] Rebecca Jones: Not in six months or a year, but in six weeks to eight weeks. How do you, how do you get them on that journey and then help them build to that next slide. And [00:21:51] Vince Menzione: in fact, that’s how you, you, you’ve made your, your name or your fame in the industry is really coming in and helping some of these executives, especially when they’re newer in role. [00:22:00] Rebecca Jones: Yes. [00:22:00] Vince Menzione: And those of us who’ve been around the Microsoft ecosystem know this well. Like you get asked day one, what’s your plan? The, while the fire, while the fire hose is blowing in your face at a hundred, a hundred miles an hour? Uh, what’s your plan? [00:22:14] Rebecca Jones: What’s your plan? What’s your [00:22:14] Vince Menzione: plan? [00:22:15] Rebecca Jones: What is your plan? [00:22:16] Vince Menzione: Yeah, yeah. [00:22:16] Vince Menzione: And then you have to show some measurable results fairly quickly. [00:22:19] Rebecca Jones: You have to [00:22:20] Vince Menzione: because you’re asked to get up in front of everyone. Yeah. Very soon. [00:22:23] Rebecca Jones: And that’s a blueprint that we have. We have, it’s a quick win. And when you think about all of these organizations that we’ve worked with, um, speed to market is a value signal. [00:22:36] Vince Menzione: Yep. [00:22:36] Rebecca Jones: Right? And that speed and quality. Where are you willing to take the risk? Where are you willing to fail fast? And what outcomes are non-negotiable and what are, and so when you look at that, there’s, there’s conversations that need to be had on. And being able to filter out the noise to get down to what’s really gonna move the needle, um, for our clients and for the executives that we work with. [00:23:06] Rebecca Jones: So they can show momentum and progress quickly. And then we talked a lot about it. We don’t do three year plans, right? We’re gonna help you show progress in months, [00:23:16] Vince Menzione: nice. [00:23:17] Rebecca Jones: And in quarters, right? It’s not, um, 10 years. [00:23:19] Vince Menzione: Can anybody even have a three year plan anymore? [00:23:22] Rebecca Jones: Who’s got one? [00:23:23] Vince Menzione: I’d love to spend some time on co-selling with you. [00:23:25] Vince Menzione: Yeah. Just because I know this was a topic that came up one of our workshops in the Yeah. We hosted, yes. Last year we hosted a session. With another partner. Bridge Partners. [00:23:34] Rebecca Jones: Yes. [00:23:35] Vince Menzione: And you talked about the power of three and I know you’ve published some information about the power of three. I thought maybe we’d talk about that. [00:23:41] Vince Menzione: ’cause I think that is fascinating and it seems very relevant even in yesterday’s conversation. Uh, there was a conversation about another partner, uh, that is looking to build an ecosystem that hasn’t really thought about building out an ecosystem before, as an example. And this, this, I think is some of the work that you do really applies against this. [00:24:01] Rebecca Jones: Yeah. This, I mean, it, it’s a hot topic, right? Yeah. Power of three, which fits under the umbrella of co-sell Yes. And co-selling. And everyone has a slightly different definition, so I’ll define where we play. Good in there. Um, and then I’ll talk to you about the power of three, um, because that’s one of. Um, I’ll call it the scenarios under co-selling. [00:24:23] Rebecca Jones: Yes. And it’s a very popular one. It [00:24:24] Vince Menzione: is pop Well, it is for v various reasons too because, and I’ll just set the context for this. We were used to co-selling being a technology organization and a and a hyperscaler, like a Microsoft. [00:24:37] Rebecca Jones: Yes. [00:24:37] Vince Menzione: Going to do something together and driving direct output or sales. Now we have finally seen where marketplaces, which has become the co-sell engine, have now enabled the channel. [00:24:49] Vince Menzione: Um, the reseller enabled, uh, offers now to now, uh, operate on behalf of, and so at least in that case, that’s three right there. Now, there might be more than just three. We talk about the seven seats of the table, but the power of three is palpable right now. [00:25:04] Rebecca Jones: Yeah. Let me tell you about that concept of the power of three. [00:25:07] Rebecca Jones: ’cause when you think about the classic one [00:25:10] Vince Menzione: yeah, [00:25:10] Rebecca Jones: it’s a hyperscaler. [00:25:11] Vince Menzione: Yep. [00:25:12] Rebecca Jones: A GSI. And then an ISB. [00:25:15] Vince Menzione: Yes. [00:25:15] Rebecca Jones: Right? [00:25:16] Vince Menzione: Yes. [00:25:16] Rebecca Jones: I mean that’s the, that’s the power, the powerful power, the three three, [00:25:19] Vince Menzione: the three giants in the [00:25:20] Rebecca Jones: room. The three giants. Yeah. And that’s rarefied air. [00:25:24] Vince Menzione: It is [00:25:25] Rebecca Jones: very [00:25:26] Vince Menzione: verified air. It’s, [00:25:26] Rebecca Jones: yeah. Right. And, uh, we do, we have a published article on that, um, and running a power three with SAP, uh, and it is, um, it changes the dynamics. [00:25:41] Rebecca Jones: Of how companies are gonna scale and grow in this market, right? [00:25:46] Vince Menzione: Yes. [00:25:46] Rebecca Jones: Because we know, um, that what got you to this point? Is likely not gonna get you to that next stage of growth. And all the conversations around the platform play is the partner ecosystem, right? And I look at the opportunity, not just with the power through, I’m gonna talk to you a little bit more about that story and what we’re doing there and how we’re looking at that. [00:26:12] Rebecca Jones: Um, but it is the ultimate. Design for your go to market. Yeah. When you think about how partners and the various types of partners can help you scale, but you need to know what you need. You absolutely need to know, [00:26:29] Vince Menzione: yeah. [00:26:30] Rebecca Jones: What are you trying to achieve in your go to market and what’s missing? [00:26:34] Vince Menzione: What are the gaps? [00:26:34] Vince Menzione: Gaps? [00:26:35] Rebecca Jones: What are the gaps? Are the gaps before you apply? Yes. The power of three, or I’ll talk to you about a couple other use cases within that. So the power of three. Has long been on everybody’s, you know, can, can we get this done right? Can you pattern match the customer set? I’ll often refer to it as a BM on steroids, account-based marketing and on steroids. [00:26:59] Rebecca Jones: Can you pattern match, um, the, the hyperscaler, let’s just use Microsoft in this scenario, the, the. High potential customers of Microsoft Joint with SAP joint, with A GSI. And the more specialized and specific you get in there, it’s not just any, because think about the size of these, you know, companies. Yeah, right. [00:27:24] Rebecca Jones: Then you start to look at, well, let’s get a little bit more specific on these product sets, these industries, these use cases. And then you start to refine that where you can start to identify your greatest opportunity for growth. So that’s the first stage of that. And it is, you know, we, we think about where is that overlap and where is that opportunity, but how do you activate that? [00:27:51] Vince Menzione: And it’s complex because, uh, as you, as you mentioned those three. Organizations, each of them have different go to markets. [00:27:59] Rebecca Jones: They do, [00:27:59] Vince Menzione: they have different, a different mapping of their geographies and their ideal customer profiles. [00:28:05] Rebecca Jones: Mm-hmm. [00:28:06] Vince Menzione: Um, and they, yeah, and they apply different tactics and selling tactics and channel tactics and so on that you have to layer in or you have to take into account when you build this. [00:28:15] Vince Menzione: And SAP’s a very different go-to market motion than a Microsoft, than a, than a, an EY or any name the GSI percent. Yeah. [00:28:23] Rebecca Jones: And so that is why not only is it, um, complex from a. Sharing and figuring out what data you’re going to share. Yeah. But how do you activate it? How [00:28:35] Vince Menzione: do you activate it? [00:28:36] Rebecca Jones: And uh, and that is what all companies are striving to do. [00:28:41] Rebecca Jones: Who are you gonna go to market with? Yeah. What is your best play in the industry? And so I, you know, while this one. There’s very few companies that are gonna be able to activate directly with the hyperscaler, right? Yes. Uh, Microsoft AWS or Google. Um, but there are ways in which you can apply this strategy no matter the size of your organization. [00:29:05] Rebecca Jones: And so when you think about. The power of three. It could be any combination. You are the designer, you are the decider of who is in your power of three. And when you start to kind of unpack that a little bit, it could be Microsoft, SAPN one ISV, or it could be a combination of complementary I ISVs that unlock a play. [00:29:28] Vince Menzione: Mm-hmm. [00:29:29] Rebecca Jones: Like migration to the cloud. [00:29:31] Vince Menzione: Right. [00:29:31] Rebecca Jones: Like it, it could be [00:29:33] Vince Menzione: backup and recovery. I could rattle off the different types of solutions. Yeah. [00:29:37] Rebecca Jones: What is, where are you seeing the greatest opportunity to scale and what ISVs could come in to help you do that? So when you extract that from the power of three, the classic power of three of Costone, you brought that down to, you know, how do you think about that in the masses of marketplace? [00:29:56] Rebecca Jones: Yeah. Or partners of any size. I like to bring this back to. Where do you believe your greatest opportunity is? Do you have, um, opportunity or weakness in your portfolio, your product set? Could a partner come in and help augment that? Do you have a tech platform and you need a services arm to help extend that? [00:30:19] Rebecca Jones: I I mean the, it it, the world’s your oyster. Yeah. You get to kit this together any way you need and then. The power of bringing these companies together. And you and I both know, and that was much of the conversation yesterday, is, um, the greater goodness of companies coming together Yes. To compliment one another to solve a customer problem. [00:30:39] Vince Menzione: How do you take it from concept to execution? Because to me, that’s. Especially when you’re talking about not just one organization like a micro, you’re working with a Microsoft or an SAP, but you’re layering in three types of organizations and you’re going across different sales motions. How do you get them all? [00:30:58] Vince Menzione: How do you get them all aligned in working together the right way? [00:31:02] Rebecca Jones: Magic. Magic. [00:31:03] Vince Menzione: Okay. [00:31:04] Rebecca Jones: I’m kidding. [00:31:04] Vince Menzione: Call bridge, call Rebecca [00:31:07] Rebecca Jones: Magic. [00:31:07] Vince Menzione: Nine nine nine five five five five. [00:31:09] Rebecca Jones: Let, let, let me, uh, let me talk about that because [00:31:13] Vince Menzione: Yeah, [00:31:13] Rebecca Jones: it’s one, there’s the good work, there’s the good thought work and the strategy of how to ensure you’re, you’re pointing and you’ve got the team lined up, right? [00:31:22] Rebecca Jones: Right. And the players lined up. But activation of that. Oh, [00:31:28] Vince Menzione: massive work. [00:31:29] Rebecca Jones: It’s massive work. Yeah. And it’s not a set it and forget it. [00:31:33] Vince Menzione: Right, [00:31:34] Rebecca Jones: right, [00:31:34] Vince Menzione: right. [00:31:35] Rebecca Jones: And when you think about the alignment, and you talked about we, we’ve got different fiscal year ends and we’ve got different sales and center plans. I will talk about a few things. [00:31:45] Rebecca Jones: One, executive sponsorship, top down. [00:31:48] Vince Menzione: Yep. [00:31:48] Rebecca Jones: Right. Um, ensuring, you know, compensation. You gotta get rid of the blockers and the barriers. [00:31:55] Vince Menzione: Yep. [00:31:56] Rebecca Jones: And you have to make it easy and you have to create that space because it’s really, and I’ll talk to you about some of the platforms and technology behind it, but it’s humans working together. [00:32:07] Rebecca Jones: There’s a lot of power in what we’re able to do now with, um, part tech platforms and with agentic solutions. And how do you automate this and how do you bring more power and visibility? Better than ever and, and more than ever. But at the end of the day, we’re activating teams. Across companies. Yep. To work together to bring this together. [00:32:34] Rebecca Jones: And there are playbooks, um, and any, there’s great playbooks out there, but you need to activate that. [00:32:41] Vince Menzione: You need to activate it. And you, you said you gotta get the executive commitment at the top? [00:32:45] Rebecca Jones: Yeah. [00:32:46] Vince Menzione: Not just at the CEO level, but across the leadership team. That’s right. In every silo. Uh, you’ve gotta get, uh, the organization, you have to get compensation taken care of because those, those can be blockers, those could be real blockers from getting the results you want to get. [00:33:00] Vince Menzione: And then you gotta get activation. [00:33:03] Rebecca Jones: Yeah. [00:33:03] Vince Menzione: Right? [00:33:04] Rebecca Jones: You gotta get activation and you have to be really clear on how you’re gonna activate what’s gonna move the needle. And you have to be ready to test, learn, optimize, and you need to put those into sprints. So I’ll give some examples around that. [00:33:20] Vince Menzione: Please do take us through the sprints. [00:33:21] Vince Menzione: ’cause this is, this is getting beyond the theory now. This is what I really wanted to capture with you. Take us through it. [00:33:28] Rebecca Jones: Yeah. [00:33:28] Vince Menzione: Yeah. [00:33:29] Rebecca Jones: So let’s just say we’ve got, we’ve got a power of three. [00:33:32] Vince Menzione: Yeah. [00:33:32] Rebecca Jones: You know, um, ready to roll and, and we’ve picked our industry and we have our use case. Um, between the three of us, the three players, you’re gonna start by allowing someone, and in this case it’s been Bridge Partners to really ensure we have a joint value prop, um, proposition for that end customer. [00:33:54] Rebecca Jones: Mm-hmm. And, you know, you gotta take a little ego out of the room. Typically on the power of three, you’ve got the leading companies coming in. But at the end of the day, if you’ve done this right, it’s, it’s customer first. It’s what’s gonna help solve this customer pain point in that language. And then when you think about activation, it’s who’s, who’s in role first? [00:34:20] Rebecca Jones: Right. And who’s taking point in these customer conversations. Right. Okay. And that is really, really, that’s important. Important. That is important. Who has the relationship? Yeah. Who is going to take lead and who’s gonna follow? And it gets all the way down to whose paper. Is this on? And that’s, that’s sometimes hard. [00:34:41] Rebecca Jones: You’ve got three players in the room, but it’s incredibly important to have those conversations and ensure that this is really end state for the customer. Yeah. So really going through roles and responsibilities and how are we gonna architect this for the customer’s success. Yeah. So that is a critical component of the playbook and then understanding. [00:35:02] Rebecca Jones: Where and what programs are we gonna drive, and then who’s taking what actions. And so I, I mentioned a BM on steroids a little before. Yes. There’s amazing things that you can be doing in market, [00:35:14] Vince Menzione: account-based marketing, [00:35:15] Rebecca Jones: m account-based based marketing, you dunno. Um, account-based marketing and there are some amazing things. [00:35:20] Rebecca Jones: Really truly connected sales and marketing, in this case. Connected sales, marketing and partner. Yeah. And how do you activate these partners together? [00:35:27] Vince Menzione: You used the term part tech, which. Not everyone understands partner technologies. Yes. Organizations like Partner Tap, work Span. Yeah. Tackle. [00:35:37] Rebecca Jones: Structured. Yeah. [00:35:38] Vince Menzione: Structured. If you, these are companies that help with co-selling methodologies, marketplace methodologies. [00:35:44] Rebecca Jones: Yes. [00:35:45] Vince Menzione: Or combining all of those, [00:35:46] Rebecca Jones: if you know, uh, J McBain, uh. Beautiful visual flat map of, um, it looks a little, the 28 moments. Yes. I was just, well, the 28 moments and he’s got the part tech landscape. [00:35:59] Vince Menzione: Oh, [00:35:59] Rebecca Jones: the islands. The islands. [00:36:00] Vince Menzione: Yes. The islands. [00:36:00] Rebecca Jones: Yes, we got it. But there are part tech solutions that support [00:36:03] Vince Menzione: Yeah. [00:36:03] Rebecca Jones: Partner programs, co-sell programs, partner marketing, you know. Yes. And really help to automate a lot of those processes. [00:36:11] Vince Menzione: Yes. [00:36:12] Rebecca Jones: Um, and a lot of those programs. [00:36:13] Vince Menzione: So Rebecca is such a great conversation today. [00:36:16] Vince Menzione: I mean, we can go. Thank you so deep on this. [00:36:18] Rebecca Jones: I know. [00:36:18] Vince Menzione: Which means that we’re all gonna have to be back together in Redmond. You live in the Seattle area? I do. And you’ll be with us. Um, we’ll be hosting the Ultimate Partner, live in, uh, may, May 11th to the 13th. If you’re marking your calendar as listeners and friends, uh, and you’ll be there and. [00:36:36] Vince Menzione: Probably driving some more of this conversation in a workshop format, I hope. [00:36:41] Rebecca Jones: I hope so too. Yeah, it was really rewarding last year. I mean, there’s nothing more powerful to be in the room with partners because the partners are frontline to customers. [00:36:51] Vince Menzione: Yes. [00:36:51] Rebecca Jones: And understanding what they’re seeing and hearing. [00:36:53] Rebecca Jones: And I always think voice of the customer is your ultimate signal. Yeah. So I can’t wait to be there. [00:36:58] Vince Menzione: Very cool. And I have a favorite question I ask all of my guests now. Uh, it is a favorite of mine. You are hosting a dinner party and you can choose where in the world you wanna host this dinner party, and you can invite only three guests, though from the present or the past to this amazing dinner party. [00:37:18] Vince Menzione: Whom would you invite Rebecca and why? And why? [00:37:22] Rebecca Jones: Yeah. Yeah. I’d, um, this is such a great question. I think on every single day I’d have a different collection of folks that I’d want at my home. Uh, I’ve had dinner at some amazing places for me. I would love to host this at my home. [00:37:38] Vince Menzione: Very cool, very [00:37:39] Rebecca Jones: cool. Uh, and the people that I would want there for this particular dinner party, I’m gonna pick, um, three iconic women. [00:37:51] Rebecca Jones: Coco Chanel, [00:37:52] Vince Menzione: Coco Chanel very cool [00:37:54] Rebecca Jones: designer. [00:37:55] Vince Menzione: Yeah. [00:37:56] Rebecca Jones: Um, really changed how women thought about an identity and wardrobe. Um, I would invite Georgia O’Keefe. Wow. She’s my favorite artist. [00:38:07] Vince Menzione: Yeah. [00:38:08] Rebecca Jones: Um, she is one of my favorite artists. Uh, I’m, uh, art and history background. And, uh, [00:38:16] Vince Menzione: that explains, [00:38:17] Rebecca Jones: that, explains that, um, a really interesting perspective. [00:38:22] Rebecca Jones: I love her view on landscapes and. She, [00:38:26] Vince Menzione: that’s why I know her as, you know, landscapes [00:38:28] Rebecca Jones: a landscape artist, um, and much more behind that. And then I would bring one of my favorite authors in, who’s Tony Morrison? [00:38:36] Vince Menzione: Tony [00:38:37] Rebecca Jones: Morrison. [00:38:38] Vince Menzione: I don’t know Tony Morrison. [00:38:39] Rebecca Jones: Oh, um, I would, beloved is her book and Oh, yes. When you think about. [00:38:45] Rebecca Jones: Um, and this is really my passion, my background in art and literature and design, and to have three, three women there, that voice of Tony Morrison, you’ve put that book on your list. Okay. It, it, it changed my life. Uh, and, um, Coco Chanel and, um, Giorgio O’Keefe, I think it would be a really interesting conversation. [00:39:07] Rebecca Jones: I love very cool trailblazers, women who really helped. I don’t know how much they recognize how much they really changed the narrative for other women, um, in their fields and together. But I think it’d be a really fun evening. [00:39:23] Vince Menzione: Very different. Very different. Uh, I was, I know a little bit about Cocoa Chanel ’cause my mom was always in the beauty and fashion industry. [00:39:31] Vince Menzione: So as a kid growing up, I mean her shoe was iconic. [00:39:34] Rebecca Jones: Yeah. [00:39:34] Vince Menzione: Iconic. Chanels an iconic brand was iconic. And, and she was a, wasn’t she a survivor of the. Of, uh, Nazi Germany maybe or something. There’s some, there’s some background or there’s [00:39:44] Rebecca Jones: some background. Flee. Flee [00:39:45] Vince Menzione: Nazi Germany [00:39:46] Rebecca Jones: or something. And what she’s really known for is, um, well many things, but yes, as a designer, really changing the tone and temperature Yes. [00:39:56] Rebecca Jones: Of um. How, you know, fashion and female identity. I think she, um, created the, what everybody knows is the little black dress and really got all that more structured and more modern look and feel of how to, how to wear and just really created a powerful path. [00:40:14] Vince Menzione: Very cool. Yeah. Very cool. [00:40:15] Rebecca Jones: So that’s who I’d have it, this one. [00:40:16] Vince Menzione: That will be a funer. [00:40:17] Rebecca Jones: Next time I’m on your podcast, I’d have a whole new crew. [00:40:21] Vince Menzione: Okay. Well I might. Bring dessert. If you don’t mind, I might bring a little, maybe a little chocolates I think maybe might be very appropriate would for this group and just maybe pop in for a few minutes. [00:40:29] Rebecca Jones: That would be great. [00:40:30] Vince Menzione: Because I don’t wanna inter interrupt the flow my, because this is be a great conversation. Oh my, [00:40:33] no, [00:40:33] Rebecca Jones: you would, I think you’d have a ball. [00:40:34] Vince Menzione: Okay. I, [00:40:35] Rebecca Jones: I mean, I know how close you were to your mother. [00:40:37] Vince Menzione: I am. [00:40:37] Rebecca Jones: And so, yeah. [00:40:39] Vince Menzione: So, um, this isn’t, again, I use this tumultuous term, but we are living in interesting times right now. [00:40:47] Rebecca Jones: We are. [00:40:47] Vince Menzione: And for all of our viewers and listeners. What is your advice to them? What is the one thing you would say? We’re in the first quarter of 2026. Yeah. This ball is moving fast or this puck is moving fast. Yeah. If you were a hockey player, um, what would you say to us now? What, what, what is the one thing you would go do if you’re not doing it now that you should be doing? [00:41:11] Rebecca Jones: Take a moment. Take a moment. As leaders. Your company and your organizations are looking for clarity. They’re looking for a path forward, and there’s a lot of energy out there, which is very exciting, but it can be also very distracting. [00:41:30] Vince Menzione: Yes. [00:41:31] Rebecca Jones: So hold some confidence and clarity for your organization and figure out where you need to be and where you’re going. [00:41:39] Rebecca Jones: That’ll help set your strategy, and this will all come into view. And so what I look to is how do we help enable the organization to grow? And by doing that, you ha you have to put the oxygen mask on yourself. Yeah. Take a moment. [00:41:53] Vince Menzione: Pause. [00:41:55] Rebecca Jones: Pause. Reflect, reflect. I told you I walked down to the beach this morning. [00:41:59] Rebecca Jones: It’s a great moment. Take a moment for yourself. It’s not passing you by. We’re just getting started. [00:42:06] Vince Menzione: Did you hear that? My friends and listeners? Take a moment. And so great to have you here in the room. Yeah. [00:42:13] Rebecca Jones: Thank you so [00:42:14] Vince Menzione: much. Thank you. And I want to thank our listeners, our viewers, for following along, ultimate Guide to Partnering and our YouTube channel Ultimate Partner. [00:42:23] Vince Menzione: And please, please, please come join us. We have an incredible year ahead. This was our event, number one of five. And Ultimate partner Live will be in Bellevue on the 11th through the 13th of May. [00:42:36] Rebecca Jones: Yeah, I’ll [00:42:36] Vince Menzione: see. You’ll see you there. Rebecca will be there. It’s [00:42:38] Rebecca Jones: in my backyard. [00:42:39] Vince Menzione: It’s in your backyard. And we are gonna have incredible leaders in the room. [00:42:42] Vince Menzione: So thank you for watching. Thank you for listening to The Ultimate Guide to Partnering. [00:42:47] Rebecca Jones: Don’t forget, ultimate Partner Live is coming [00:42:50] Vince Menzione: soon, May 11th through the 13th in beautiful Bellevue, Washington. I hope to see you there.s I, as I wrap up here, I just wanna make sure that what, where

In this episode of The Way We See It, Pastor Alex Bryant sits down with Nixa High School football coach, Coach John Perry. Coach Perry has been a staple in high school football coaching for nearly three decades, both in Mississippi and Missouri. After winning a state championship and making multiple title runs in Mississippi, he moved to Missouri, where under his leadership, Nixa High School has made back-to-back appearances in the Class 6A state championship game. But while the scoreboard tells one story, Coach Perry's real legacy goes far deeper. After a family medical crisis reshaped his priorities, he re-centered his life around faith, family, and then football. Now he's focused on developing young men who are winners not just on the field, but in life. This episode is filled with coaching wisdom, real talk about priorities, and what it means to never stop getting better—in every area that matters. #TWWSI, #NeverStopGettingBetter, #FaithFamilyFootball, #CoachPerry, #NixaFootball, #LeadershipMatters, #HighSchoolCoaching, #RaisingMen, #LifeBeyondTheGame, #PastorAlexBryant   Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram