Podcasts about ABM

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

In this episode, I am revisiting one of our most popular and enduring discussions on pipeline optimization. Last year, guest host Mark Erwich led a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante.The conversation that Mark, Amy, and Michael had about pipeline goals, buying committees, BDR alignment, and brand versus demand has not dated one bit. If anything, with sales cycles getting longer and budgets staying tight, it feels more relevant than ever. I listened back to it recently and found myself nodding along the whole way through.At the end of the episode, I come back in to share four key takeaways from the conversation and layer on an AI lens, because a lot has changed since we first recorded this. Tools like agentic opportunity scoring, signal intelligence platforms, and AI-powered content workflows are now making it genuinely possible to execute on the strategies Amy and Michael described in ways that simply were not accessible before.You should listen to this episode if you want to understand how to shift from simply creating more pipeline to building a smarter, more efficient one.Key Topics Covered"(00:00:00)" - Introduction"(00:01:00)" - Why this archived episode remains critical"(00:03:10)" - Defining pipeline"(00:04:20)" - How to reverse engineer pipeline goals"(00:05:50)" - Measuring marketing influence and engagement"(00:07:15)" - Building a collaborative scorecard"(00:09:40)" - Establishing a reporting cadence"(00:11:40)" - Understanding the buying committee"(00:14:00)" - The "Ron Weasley syndrome""(00:18:20)" - Calibrating KPIs for long-tail, complex healthcare sales cycles"(00:19:40)" - Translating marketing jargon into potential pipeline value"(00:21:20)" - Using digital deal rooms and technology to differentiate the buyer experience"(00:23:00)" - Balancing marketing resources"(00:28:15)" - Why brand building is essential"(00:31:30)" - Four key takeaways and the application of agentic AIIf 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.

If you are not hitting your pipeline goals, you might be ignoring the easiest way to generate revenue: a systematic referral program. Mason Cosby argues that most organizations leave millions of dollars on the table simply because they do not know how to ask for referrals effectively.ㅤMany revenue leaders fall into the trap of thinking referrals are serendipitous or awkward to request. In this episode of Scrappy ABM, Mason breaks down a repeatable process to turn referrals into a scalable revenue engine. He explains exactly when to make the ask, how to structure incentives so everyone wins, and why even offboarding can be a prime opportunity for growth.ㅤWhat We CoverThe three common referral camps: Why most companies either never ask, only get referrals by accident, or rely on a single salesperson to do all the work.The "Wingman Referral" concept: How to structure incentives (inspired by Acquisition.com) that reward both the person making the referral and the new prospect.Asking at the close: Why new customers are actually the best source of referrals immediately after they sign the contract.Leveraging QBRs: Using Quarterly Business Reviews to remind happy clients about referral incentives with a one-time invoice discount.Monetizing offboarding: A strategy to waive final invoices in exchange for introductions when a client leaves due to budget cuts.The economics of referrals: How to calculate the right incentive amount based on your existing Customer Acquisition Cost (CAC).Target Account Mapping: Moving away from generic "who do you know" questions to asking for specific introductions within your target market.ㅤResourcesAcquisition.com: The source of the "Wingman Referral" concept mentioned by Mason.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason: Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

ABM isn't a campaign. It's a behavioral listening system.In this episode of the OnBase Podcast, Chris Moody sits down with Radoj Glisik, SVP of Digital Strategy & Design at Altudo, to explore how account-based marketing evolves when you combine behavioral psychology, customer experience design, and modern data infrastructure.They unpack evaluation patterns, buying group detection, why intent data alone fails, how to structure a marketing data lake, and why ungating content improves outcomes. You'll also learn how GA4, DXPs, and personalization engines work together to create meaningful account-level engagement.If you're serious about scaling ABM beyond campaigns and building a system that sales actually trusts, this conversation is essential.About the GuestRadoj Glisik is a battle-tested CX, branding, marketing, and content strategy executive. He has delivered significant results in market research, new market entry, digital product strategy, information architecture, advertising, operational and process design, customer experience, and user testing. Radoj specializes in advanced personalization using behavioural psychology and the JTBD framework.Connect with Radoj.

If you are struggling to make your revenue results highly repeatable, you need a simple system to ensure you cover all your bases. In this episode of Scrappy ABM, Mason Cosby walks through the "4D framework" that has helped generate a hundred million in revenue over the past three years.ㅤMason breaks down the four critical components of every successful program: Data, Distribution, Destination, and Direction. He explains why simply sending mass emails to a database fails to create nuanced messaging and how to align your outreach triggers with the right people. You will learn why the standard "book a call" page is often the wrong destination for prospects and how to measure success based on where a buyer actually sits in their journey.ㅤ

In this episode of The Way We See It, Pastor Alex Bryant breaks down the latest on Operation Epic Fury, the joint United States and Israeli military campaign responding to escalating Iranian aggression. Pastor Alex explains why every military conflict is not a war, how limited strikes work, and why strong action now may actually prevent a much larger conflict later. They explore Iran's retaliation, the regional fallout, and what all of this means for America and our allies. Pastor Alex is joined by former United States Attorney General John Ashcroft, who brings seasoned insight and experience to help make sense of a rapidly shifting global situation. This is straight talk, clear thinking, and the way we see it. #TWWSI, #OperationEpicFury, #JohnAshcroft, #USIsraelAlliance, #MiddleEastUpdate, #FaithAndFreedom, #NationalSecurity, #StrongLeadership, #PastorAlexBryant, #RealTalkOnGlobalEvents 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

Ian sits down with Trinity Nguyen, CMO at UserGems, to unpack how modern B2B teams balance AI-powered demand capture with measurable brand building. Trinity shares how signal-based ABM drives pipeline, why SDRs report to marketing, how owned events outperform conference booths, and what it really takes to move fast without losing alignment in an AI-driven go-to-market world. Key Takeaways:  Signal-based outbound wins. Prioritizing who to target, when to engage, and why drives higher conversion than volume alone. · Brand can't stay a black box. Marketing leaders must map awareness to buying stages and find breadcrumbs to revenue. · AI should scale capacity, not replace thinking. Used well, it gives teams air cover when resources are tight. · Owned events create real lift. Even registration alone can significantly increase downstream win rates. · Prospecting is one of the hardest jobs in GTM. SDR roles build resilience — but closing requires a different muscle. · Alignment matters more than speed alone. Moving fast is powerful, but only if marketing and sales stay in lockstep. Episode Timestamps:(02:23) Trust Tree: Demand capture and building brand (18:48) The Playbook: When you depend on your own product Sponsor: Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: · Connect with Ian on LinkedIn:  https://www.linkedin.com/in/ianfaison/   · Connect with Trinity on LinkedIn:  https://www.linkedin.com/in/trinitynguyen/   · Learn more about UserGems:  https://www.linkedin.com/in/trinitynguyen/   · Learn more about Caspian Studios:  https://www.linkedin.com/company/caspian-studios/about/ Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Text us your thoughts on the episode or the show!The traditional B2B marketing playbook is becoming irrelevant. At the same time, AI is fundamentally transforming how buyers research, evaluate, and purchase.In this episode of Ops Cast, Michael Hartmann is joined by Naomi Liu and Mike Rizzo for a wide-ranging conversation with Jon Miller. Jon co-founded Marketo, helped define modern Marketing Operations, later co-founded Engagio, and is now the Co-Founder and CEO of a stealth AI startup focused on the future of buying behavior and revenue systems.This conversation challenges long-held assumptions about campaigns, MQLs, attribution, and the systems Marketing Ops teams have relied on for over a decade. Jon explains why rules-based automation is not sufficient now, how AI changes what marketing platforms must do, and what it means to move from campaigns to AI-orchestrated experiences.The panel also explores buying groups, lifecycle orchestration across anonymous and known buyers, and how Marketing Ops can operationalize trust, brand, and customer experience in a world where AI filters much of what buyers see.The topics that we covered include: • Why the traditional B2B playbook is no longer working • How AI shifts marketing from campaigns to orchestration • What it really takes to operationalize buying groups • Why MQLs and last-touch attribution are losing relevance • How Marketing Ops can build infrastructure for modern buying behavior • The evolving role of Marketing Ops in 2026 and beyond • Where AI is genuinely useful today versus oversoldIf you work in Marketing Ops, RevOps, or revenue leadership, this episode will push you to rethink the systems you are building and how artificial intelligence can transform them.Be sure to like, share, and subscribe to Ops Cast, and join the conversation at MarketingOps.com.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals We're an official media partner of B2BMX 2026 — the B2B Marketing Exchange — happening March 9-11 at the Omni La Costa Resort in Carlsbad, CA. It's practitioner-focused with 50+ breakout sessions, keynotes, and hands-on workshops covering AI in B2B, GTM strategy, and advanced ABM. Real networking, real takeaways. And because we're a media partner, you get 20% off an All-Access Pass with code B2BMAOP at checkout. Head to b2bmarketing.exchange to grab your spot. MarketingOps.com is curating the GTM Ops Track at Demand & Expand (May 19-20, San Francisco) - the premier B2B marketing event featuring 600+ practitioners sharing real solutions to real problems. Use code MOPS20 for 20% off tickets, or get 35-50% off as a MarketingOps.com member. Learn more at demandandexpand.com.Support the show

In this episode, I am joined by Chris Marin, Associate VP of Digital Marketing at Inovalon, for a deep dive into how AI is moving from an experimental science project to a core piece of operational infrastructure. Chris brings a technologist's perspective to marketing and shares practical ways his team is using integrated AI systems to change how they get work done.We explore the critical distinction between automation and acceleration, focusing on how to compress the time between a market signal and an intelligent response without hitting a wall. Chris explains how they have encoded expert best practices into agentic workflows for paid search and content diagnostics to ensure that as speed increases, quality actually goes up instead of down. We also discuss their Agentic Opportunity Scoring system, a fascinating example of tying AI and signal intelligence directly to revenue outcomes and learning loops. This conversation is a must-listen for anyone looking to build a hybrid human AI operating model that prioritizes judgment and eliminates the "drudgery" of the boring stuff.Key Topics Covered"(00:00)" Introduction"(04:00)" Defining execution versus acceleration in the healthcare sales cycle"(05:00)" Moving AI from a science project to core operational infrastructure"(06:00)" The difference between simple automation and intelligent acceleration"(07:00)" Deep dive into agentic workflows for paid search and competitive intel"(11:00)" Using AI diagnostics to evaluate content "punchiness" and persona alignment"(14:00)" Standardizing brand voice with a "knowledge block library""(15:00)" The Agentic Opportunity Scoring system and tying AI to revenue"(18:00)" Establishing guardrails and governance in AI systems"(19:00)" The three strands of orchestration: Humans, AI, and Deterministic Code"(20:00)" Lessons learned from testing AI SDRs for outbound and inbound"(23:00)" The concept of AI as a brilliant but supervised "entry level team member""(25:00)" The future of the hybrid human AI operating model"(27:00)" Final takeawaysCheck out the previous episodes in our AI Pipeline Series:The AI Pipeline Growth GapAI and Signal IntelligenceOrchestration – The Decision Layer of AI GrowthIf 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.

Mason Cosby shares a webinar on finding a treasure trove of opportunities in closed-lost programs. If you are looking for a quick way to generate a pipeline right now, this is it. You have already spent money to acquire these accounts, built relationships, and uncovered real pain. Mason explains why 60 to 80 percent of closed-lost opportunities are lost for reasons that can change: budget, timing, and priorities.ㅤThis episode breaks down the 4 D framework: Data, Distribution, Destination, and Direction. Mason outlines a systematic approach to re-engagement rather than just reaching out when the pipeline is low. He walks through specific playbooks designed to address industry changes, overcome past objections, and engage missing personas in the buying committee.ㅤWhat We CoverDefining ABM as a Revenue Strategy: Aligning marketing, sales, and customer success around shared target accounts that reflect your best customers.Why ABM Programs Fail: How a lack of sales marketing alignment, measurement difficulties, and undefined ownership stall progress.The 4D Framework: Using Data (targets and triggers), Distribution (channels), Destination (content), and Direction (measurement) to build repeatable processes.Vertical Specific Playbooks: Reactivating deals by addressing industry changes—like tariffs or regulations—that impact your target accounts.Objection-Based Playbooks: Creating campaigns that directly address and diffuse reasons for saying no, such as pricing, missing features, or status quo.Persona-Based Playbooks: Identifying deal cycles where key decision makers were missing or single-threaded, and re-engaging with a multi-threaded approach.Roles in Distribution: Why the Account Executive should lead outreach to known contacts while SDRs and Executives support with new contacts and alignment.ㅤResources MentionedScrappy ABM Plan TemplateABM in a Day WorkshopFathomHubSpotLinkedInㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM: Mason CosbyㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Anna Tsymbalist, Head of Account-Based Marketing (ABM) at Influ2, explores the rapid rise of ABM and its impact on modern B2B marketing. She unpacks the evolution of Influ2's platform, highlighting how it enables marketers to target specific decision-makers, build dynamic audiences, and track contact-level intent and engagement with precision. Anna explains why this shift—from account-level to person-level marketing—has been critical for delivering more relevant, measurable campaigns. Throughout the conversation, Anna emphasizes that successful ABM hinges on tight alignment between marketing and sales, long-term strategy, and a deep understanding of buyer behavior. She also discusses common pitfalls, such as over-reliance on intent data and lack of cross-team coordination.   About Influ2 Influ2 is a B2B marketing platform built to bring precision and transparency to account-based marketing. Instead of targeting entire accounts, Influ2 enables marketers to reach specific decision-makers within buying committees, delivering highly personalized ads and tracking engagement at the individual level. By connecting marketing activities directly to sales outcomes, Influ2 helps teams align more effectively, optimize campaigns with real data, and drive measurable revenue impact. With Influ2, you can act on contact-level intent, reach specific buyers with ads, and make the revenue impact clear. 180+ enterprises and mid-market companies worldwide, including industry leaders such as Capgemini, AppsFlyer, and Hexaware, love the Influ2 technology.   About Anna Tsymbalist Anna's expertise has fueled 123% growth in ABM-generated revenue at Influ2, and contributed to a $52.5M Series B fundraising round at Shelf, alongside a year of 4x ARR growth. Anna is passionate about data-driven ABM campaigns that convert top-tier accounts.   Time Stamps 00:00:17 - Guest Introduction: Anna Tsymbalist 00:04:12 - Influ2 Overview and Its Role in ABM 00:04:30 - Challenges in ABM and the Need for Precision 00:08:07 - Contact-Level Targeting vs. Account-Level Targeting 00:12:39 - Key Elements for Successful ABM Campaigns 00:15:03 - The Importance of Data and Timing in ABM 00:17:57 - Common Mistakes in ABM Campaigns 00:26:18 - Best Marketing Advice Received 00:27:13 - Advice for New Marketing Graduates   Quotes "ABM is like this interesting mixture of strategic campaigns, demand gen and content, basically.” Anna Tsymbalist, Head of Account Based Marketing at Influ2. "Human behavior is at the core of any purchase. And that's what I always keep in mind that people are people and they're going to be behaving the way people behave." Anna Tsymbalist, Head of Account Based Marketing at Influ2. “ABM is not just a marketing initiative. So ABM can't be something that a couple of marketers are doing in their free time because it's just not going to work that way.” Anna Tsymbalist, Head of Account Based Marketing at Influ2   Follow Anna: Anna Tsymbalist on LinkedIn: https://www.linkedin.com/in/anna-tsymbalist Influ2 website: https://www.influ2.com/ Influ2 on LinkedIn: https://www.linkedin.com/company/influ2/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favorite podcast platform. Want more? Check out Napier's other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

AI is everywhere in B2B marketing. But most teams are still working with disconnected tools and fragmented data.In this episode of the OnBase podcast, Chris Moody sits down with Dan Rosenberg, co-founder of Octane11, to explore why composable B2B marketing is the foundation for real AI-driven growth. They unpack the myth that ABM is dead, why monolithic marketing clouds fall short, and how connected account-level data allows AI to replace outdated attribution models.Dan shares practical insights on building modular stacks, orchestrating buying groups, scaling multi-channel campaigns, and letting AI interpret what is actually driving pipeline and revenue.If you want to move beyond dashboards and truly connect marketing to outcomes, this episode is for you.About the GuestDan Rosenberg is a thought leader and frequent speaker on B2B data, marketing analytics, and the evolution of modern martech. He's the Founder and CEO of Octane11, an AI-powered, multi-channel analytics platform built for agencies and enterprise B2B marketers. Previously, Dan served as Chief Strategy Officer and CMO at MediaMath and has held senior operating and investing roles across adtech, martech, private equity, and venture capital. He's a graduate of Harvard College and Harvard Business School and lives in New York City.Connect with Dan.

Send a textWe weigh the stories nations tell about themselves against the record of wars, sanctions, and deterrence, and test whether intentions matter less than outcomes. From Vietnam to Venezuela, NATO to North Korea, we press for clearer language, broader history, and fewer illusions.• Emerson and Hawthorne as mirrors of intellectual courage and conformity• Vietnam's legacy, media limits, and moral judgment versus “mistake” framing• NATO at Russia's border, ABM systems, and Cold War lessons revived• Sanctions in Venezuela and Iran as civilian punishment, not reform• China, innovation, and the politics of intellectual property• Korean-led steps toward deescalation and deterrence realities• Trump's media strategy, party capture, and fear as a political tool• Climate risk, nuclear posture, and the real election interference: money• Syria's devastation, Kurdish safety, and difficult tradeoffs• Israel, the Golan Heights, and shifting U.S. support coalitionsPatreon subscribers can find the full video of this program immediately at patreon.com/OriginsPodcast Support the show

In this episode of The Way We See It, Pastor Alex Bryant weighs in on the national conversation surrounding Voter ID. Is it Jim Crow 2.0? Is it an attempt to suppress the Black vote? Pastor Alex does not believe that. He breaks down why voter ID is simple common sense and highlights a key fact the media often ignores: 70% of all Americans, Black or white, believe people should show identification when they vote. He is joined by his friend Carl Jackson, host of The Carl Jackson Show, and together they take a deeper look at how the SAVE Act fits into the larger debate. This conversation is a timely reminder that voter integrity is not a partisan issue, but a unity issue, and the future of our elections depends on clarity, honesty, and shared values. #TWWSI, #VoterID, #TheSAVEAct, #ElectionIntegrity, #FaithAndCulture, #CarlJacksonShow, #CommonSenseVoting, #PastorAlexBryant, #TruthAndUnity, #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

A CMO Confidential Interview with Bill Zengel, B2B Practice Leader and SVP of the Association of National Advertisers (ANA). Bill explains how there's nearly $2 trillion in hidden brand value in the B2B space, how to become one of the 39% of B2B marketers who are confident, why marketers should focus on contribution versus attribution, and why measurement is more complicated in the B2B space. Key discussion topics include: why one of the main emotions in B2B buyers can be fear of failure; the importance of being on the "Day One List;" and how to avoid the forces that drive conservative creative in a time where breakthrough matters. Tune in to hear if you suffer from "lead addiction" and how many fries are in a Burger King serving. The Confident B2B Marketer: The 8 Markers That Separate Winners (with ANA's Bill Zengel)Only 39% of B2B marketers describe themselves as “confident.” In this episode of CMO Confidential, Mike Linton sits down with Bill Zengel (SVP, B2B Practice Leader at the Association of National Advertisers) to break down what the top performers do differently—and why “confidence” is really a proxy for measurable commercial contribution.Bill shares the research behind ANA's Confident B2B Marketer study (built from a survey of 200 senior marketers) and the operating system it points to: measurement first, then AI readiness built on a real data foundation, modern ABM, buyer-group/channel strategy, brand and creativity, and the martech stack that makes it all work. The conversation also gets into the leadership tension that keeps teams stuck—lead addiction, short-term performance thinking, and the core emotion that drives B2B buying: fear.What you'll learn:- Why B2B marketing is still unevenly managed—and why that's changing- The 8 “markers” that correlate with B2B marketing success- Why AI readiness is mostly a data foundation problem- The shift from attribution arguments to contribution language- Why lead addiction and “performance marketing” create short-term traps- How fear shapes B2B creativity (and how winners still take smart risks)- Why customer reviews and existing customers matter more than most teams admitResources mentioned:- ANA B2B Practice: https://www.ana.net/b2bChapters:00:00 Welcome + today's topic (The Confident B2B Marketer) + Bill Zengel01:38 Why so many B2B studies (measurement, accountability, contribution)03:01 Is B2B marketing worse managed than B2C?04:35 From “Marcom” to buyer groups + younger self-serve buyers06:00 What “confident” means + how ANA designed the study06:23 Why Bill fielded the study + surveying 200 senior marketers07:42 The “biomarkers” story: how to identify what actually matters09:18 The 8 markers (measurement, AI readiness, ABM, buyer-group/channel, brand/creativity, data foundation, martech)11:22 AI readiness explained: why data foundations are the real constraint16:05 Measurement reframed: contribution vs. attribution17:53 Brand as a moat (and why major “B2B brands” dominate value)19:56 Lead addiction + the short-term performance marketing trap22:16 The core B2B buying emotion is fear—and why that blocks creativity25:14 The B2B brand opportunity (and why solving it extends careers)26:08 What boards/CEOs should test now to avoid getting passed27:55 The “Day One List” + how peer/customer reviews shape growth28:52 Two great stories: the missing Trojan horse + Burger King fry-counting31:28 Where to find more episodes + sign-offNew shows drop every Tuesday. Subscribe for more interviews on marketing leadership, measurement, brand-to-demand, and modern B2B growth.#B2BMarketing #MarketingMeasurement #CMO #ABM #BrandStrategySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Text us your thoughts on the episode or the show!In this episode of Ops Cast, we explore a side of operations leadership that rarely appears in roadmaps or system diagrams but determines whether teams thrive or burn out.Kimi Corrigan, Vice President of Marketing Operations at Huntress, joins Michael Hartmann on our latest Ops Cast episode. Kimi shares her perspective on servant leadership, psychological safety, and the emotional intelligence required to lead effectively inside fast-growing, complex organizations.The conversation goes beyond tools and processes to focus on the human side of operations. Kimi discusses how to lead with empathy without lowering standards, how to navigate difficult conversations with honesty and accountability, and how to create sustainable team rhythms in environments that often default to constant firefighting.They also examine how ops leaders can enter new organizations thoughtfully, read culture before pushing change, and decide where to invest their energy early. Kimi shares where AI can genuinely support leadership development, not as a replacement for judgment, but as a tool for reflection, communication, and clarity.What you will learn: • How to balance servant leadership with high performance expectations • Why psychological safety is essential in ops teams • How to lead through growth and organizational transition • Ways to build sustainable team trust outside of crisis moments • The non-technical skills that prepare operators for leadership roles • Where AI can strengthen communication and self-awarenessIf you are leading a Marketing Ops team or aspiring to step into leadership, this episode highlights the interpersonal skills that often matter more than technical mastery.Be sure to subscribe, rate, and review Ops Cast, and join the conversation at MarketingOps.com.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals We're an official media partner of B2BMX 2026 — the B2B Marketing Exchange — happening March 9-11 at the Omni La Costa Resort in Carlsbad, CA. It's practitioner-focused with 50+ breakout sessions, keynotes, and hands-on workshops covering AI in B2B, GTM strategy, and advanced ABM. Real networking, real takeaways. And because we're a media partner, you get 20% off an All-Access Pass with code B2BMAOP at checkout. Head to b2bmarketing.exchange to grab your spot. MarketingOps.com is curating the GTM Ops Track at Demand & Expand (May 19-20, San Francisco) - the premier B2B marketing event featuring 600+ practitioners sharing real solutions to real problems. Use code MOPS20 for 20% off tickets, or get 35-50% off as a MarketingOps.com member. Learn more at demandandexpand.com.Support the show

Companies go upmarket, hit three slow months, and decide the strategy “doesn't work.” In this live episode, Yann (co-founder of Userled, former Salesforce enterprise seller) breaks down what enterprise deals actually look like up close: long stretches of silence that aren't rejection, stakeholders who shape the decision without ever joining a call, and why “activity” can feel busy while the deal goes nowhere. You'll also hear the less glamorous side: what founder life feels like when momentum disappears, why some teams survive the hard quarters (and others don't), and how hiring for energy changes everything. Yann shares how Userled changed their ICP, survived two brutal quarters — then closed more in October–November than the rest of the year combined. We enjoyed this conversation. Hope you will too.

In this episode of The HealthTech Marketing Show, I am joined by two of my colleagues from Health Launchpad, Design Lead Pepper Fee and Account Director Amy Hamilton. Both Amy and Pepper bring decades of experience in healthcare IT marketing and design to the table, having managed everything from massive trade show booths for global corporations to high-impact activations for startups.We discuss why the traditional obsession with lead volume often misses the mark, and how to reframe events as tools for building and growing human relationships in an increasingly digital world. Whether you are struggling to decide if a booth theme is powerful or just a gimmick, or you want to know how to prevent your sales team from hiding behind furniture, this conversation is packed with practical advice. We also share real-world stories of what works, from live screen printing to "margarita bicycles," and discuss the critical behavior rules every booth staffer should follow.Key Topics Covered"(00:00:00)" Guest Introductions"(00:02:13)" Reframing the Goal"(00:03:02)" Defining Experiential Marketing"(00:05:46)" Logistics vs. Design"(00:06:47)" The Power and Pitfalls of Themes"(00:10:19)" The Customer Journey"(00:12:49)" Case Study: AI in Healthcare"(00:15:38)" Creative Booth Activations"(00:18:38)" Attracting and Engaging Visitors"(00:21:37)" The Swag Debate"(00:27:31)" Learning from the Giants"(00:34:38)" Common Mistakes"(00:38:24)" Booth Behavior and Coordination"(00:41:43)" What to Stop DoingIf 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.

#331 | Dave is joined by a group of marketing leaders from Ramp, Snowflake, and Hightouch for a discussion about ABM and their plans for 2026. Casey Patterson (Director of ABM, Snowflake), Drew Pinta (Director of Growth Data Science, Ramp), and Brian Kotlyar (CMO, Hightouch) break down what ABM actually looks like in 2026 and what's working right now inside of their companies. They share how they're picking target accounts, aligning with sales, and building programs that go way beyond running ads. The group also digs into measurement, personalization, and how teams are using better data and AI to scale ABM without wasting budget. If you need a deeper dive on ABM tactics right now, this is the episode for youTimestamps(00:00) - - Why ABM is still a top topic in 2026 (04:31) - - Intros: Snowflake, Ramp, and Hightouch (07:51) - - Defining ABM (and why sales alignment is everything) (14:01) - - The “stop list”: ABM tactics they've killed (16:31) - - Why paid social “ABM awareness” is overrated (19:51) - - Shifting ABM to in-person and physical plays (24:01) - - Budgeting for ABM and how to start small (28:59) - - Why ABM measurement is different than traditional demand gen (34:19) - - How they build ABM audiences using data + signals (39:39) - - Scaling personalization without making it manual (45:19) - - Final takeaways and wrap-up 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:Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do). 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.  ***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

Did you know that online sports betting is now fully active in Missouri? In December alone, over $543 million was spent on online wagers. In this episode of The Way We See It, Pastor Alex Bryant sits down with two young men—Trey Bryant and Ashwin Garlapaty—to talk about a rising cultural trend that's quietly targeting their generation. With just a few taps on an app, users can bet on everything from the game winner to the color of Gatorade dumped on the coach. What seems like harmless fun can lead to long-term consequences like addiction, secrecy, and habits that follow young men into marriage and family life. Pastor Alex shares his concerns and creates space for real, honest dialogue about the dangers, the appeal, and the spiritual responsibility of navigating it all. This isn't just a conversation about gambling—it's about wisdom, identity, and guarding your future. #TWWSI, #OnlineSportsBetting, #FaithAndCulture, #GamblingAddiction, #GuardYourFuture, #TalkToYoungMen, #BettingApps, #PastorAlexBryant, #MissouriSportsBetting, #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

Text us your thoughts on the episode or the show!In this episode of Ops Cast, Michael Hartmann sits down with Jacqueline Freedman, CEO and Founder of Monarch Advisory Partners and Global Head of Advisory at The Martech Weekly, to discuss where modern marketing outreach has crossed the line from helpful to harmful.Jacqueline brings experience across B2B and B2C environments and challenges one of the most uncomfortable truths in marketing today: much of what we call cold outreach is still spam, just better branded. The conversation explores how incentive structures drive volume at the expense of trust, why deliverability issues are often symptoms of deeper misalignment, and what leaders need to rethink about how they show up in buyers' inboxes.They also discuss the difference between compliance and consent, how fragmented sending erodes inbox credibility, and why marketers cannot subject-line their way out of systemic problems. Along the way, Jacqueline shares what B2B can learn from B2C about respecting attention, and what B2C can learn from B2B about discipline, governance, and durability.What you will learn: • Why cold email fatigue is an incentive problem, not just a messaging problem • The behaviors that quietly damage deliverability over time • How to know when it is time to bring in specialized deliverability expertise • Why serious tone does not equal credibility in B2B • How to distinguish real thought leadership from polished noise • What responsibility operators have when narrative drifts from realityIf you care about sustainable growth, brand trust, and long-term deliverability, this episode will challenge how you think about outreach and accountability.Be sure to subscribe, rate, and review Ops Cast, and join the conversation at MarketingOps.com.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals We're an official media partner of B2BMX 2026 — the B2B Marketing Exchange — happening March 9-11 at the Omni La Costa Resort in Carlsbad, CA. It's practitioner-focused with 50+ breakout sessions, keynotes, and hands-on workshops covering AI in B2B, GTM strategy, and advanced ABM. Real networking, real takeaways. And because we're a media partner, you get 20% off an All-Access Pass with code B2BMAOP at checkout. Head to b2bmarketing.exchange to grab your spot. MarketingOps.com is curating the GTM Ops Track at Demand & Expand (May 19-20, San Francisco) - the premier B2B marketing event featuring 600+ practitioners sharing real solutions to real problems. Use code MOPS20 for 20% off tickets, or get 35-50% off as a MarketingOps.com member. Learn more at demandandexpand.com.Support the show

If you've been following our series on using AI to grow your pipeline, you know we've already covered how to spot early buyer signals. But here is the reality: even the most sophisticated signal detection won't build your pipeline on its own. Pipeline is built through decisions.In this episode, I'm diving into the "decision layer" of AI: Orchestration. This is where AI moves beyond just observing behavior and starts shaping how your go-to-market pipeline actually responds. I'll walk through a realistic healthtech scenario involving a complex sale to a hospital system to show you how orchestration works in the real world. We'll discuss how AI helps you prioritize accounts based on patterns rather than intuition, routes leads with actual conditional logic, and designs responses that coordinate multiple personas without creating chaos. This episode is about shifting your mindset from buying tools to designing an AI-assisted decision system.Key Topics Covered"(00:00:00)" Introduction"(00:01:01)" Review of the AI Pipeline series "(00:02:00)" Defining Orchestration"(00:03:00)" A Real-World Scenario"(00:04:00)" Layering Tools"(00:05:00)" The First Layer"(00:07:01)" The Second Layer"(00:08:48)" Budget-Friendly Orchestration"(00:09:58)" The Third Layer"(00:11:01)" Aligning Messaging"(00:11:51)" Why Orchestration Fails"(00:12:30)" Advice for CMOs"(00:13:00)" Preview of the next episodeIf 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.

If your podcast has 10,000 downloads and only two sales meetings, Jason's take is blunt: you're doing everything wrong. In this solo episode of Pipe Dream, host Jason Bradwell breaks down why most B2B podcasts become expensive therapy sessions for executives who like hearing themselves talk, and more importantly, how to fix it. Jason's core point is clear: downloads don't pay salaries, pipeline does. Most B2B podcasts fail commercially for four reasons. They borrow strategy from B2C entertainment instead of building revenue assets. They optimise for vanity metrics because that's what vendors sell. They exist in a silo with no connection to sales motion or funnel stages. And the generic interview format doesn't map to the buyer journey. The problem isn't production quality or download numbers. The problem is that marketing makes the show, sales doesn't know it exists, and when sales don't use it, it's just an expensive content theatre. One 45-minute conversation with a random influencer doesn't help a prospect at the consideration stage trying to figure out if you can actually deliver results, or help a champion sell your solution internally to their CFO. Instead of downloads, impressions, and social shares, here's what actually matters. Leading indicators like enterprise guests booked from your ABM lists, meetings created attributed to podcast touch, and accounts touched. Commercial outcomes like deal stage acceleration, rep usage in sequences and discovery calls, and pipeline influenced. That's the difference between vanity metrics and revenue metrics. One makes marketing feel busy, the other moves the business forward. Jason shares a real example. A B2B tech company ran a podcast for 18 months with 40 episodes, a few thousand downloads, and zero pipeline influence. They interviewed random influencers because "that's what podcasts do." Their sales team had never heard of the show. B2B Better killed the influencer strategy and started interviewing their own clients, CTOs and engineering leaders who'd worked with them but would never sign traditional case studies due to compliance constraints. They packaged content as battle cards and sales enablement artifacts, not social clips. Within 90 days, sales used clips in 60% of discovery calls, influenced £3 million in pipeline, and improved outbound reply rates by 34% when reps included a 92-second client clip in sequences. Same production effort, completely different outcome. The only difference was strategy. Here's the process. Audit your funnel gaps to find where deals actually stall. Map content to that stage. Design multi-segment episodes that serve different funnel stages, not one 45-minute interview that does nothing particularly well. Package for sales with battle cards, objection handlers, and committee packs. Measure commercial impact through meetings created, accounts touched, pipeline influenced, and deal velocity, not downloads. If you can't answer "which specific deals will this help us close," you're not ready for a podcast. You don't have a content problem, you have a strategy problem. Stop trying to be Joe Rogan. You're building a revenue asset, not an entertainment show. Chapter Markers 00:00 - Why downloads don't pay salaries, pipeline does 01:00 - The word podcast has become a red herring 02:00 - Four reasons B2B podcasts fail commercially 03:00 - No connection to sales motion equals content theatre 04:00 - Revenue metrics that actually matter 05:00 - Real example: Zero to £3 million pipeline influenced 06:00 - The process: Audit, map, design, package, measure 07:00 - Multi-segment episodes serving different funnel stages 08:00 - Most teams shouldn't have a podcast yet 09:00 - The activation test: Ask sales if they've used it Useful Links Connect with Jason Bradwell on LinkedIn Listen to Pipe Dream Podcast on Podbean HubSpot ABM reporting guide for tracking accounts touched Explore B2B Better website and the Pipe Dream podcast 

How to Scale Faster with B2B Brand Strategy Here's a common scenario in B2B marketing: you launch campaigns, hit the deadlines, and fill the pipeline, but the results feel disconnected from your long-term goals. Internal messaging discussions resurface, campaigns feel shallow and reactive, and when you ask people what your brand stands for, you get 50 different answers. This inconsistent approach creates friction and impedes scalable growth. So what can B2B marketers do when their tactical execution is outpacing their brand strategy, and how to do you realign for lasting impact? That's why we're talking to JoAnne Gritter (COO, ddm marketing + communications), who shares her expertise and actionable insights on how to scale faster with B2B brand strategy. During our conversation, JoAnne underscored why a foundational strategy is crucial for building credibility and trust in competitive markets. She also discussed the role of AI in marketing, commenting that while it can support with idea generation and research, it shouldn't replace direct communication with customers and employees. JoAnne shared some common pitfalls such as messaging misalignment and inconsistent branding, which can lead to distrust and reduced credibility, She explained the importance of having a cohesive brand strategy that aligns values, messaging, and customer experiences across all company touchpoints through proactive brand management. https://youtu.be/_Alwkinhw-g Topics discussed in episode: [02:36] The “Soul vs. Body” framework: Why marketing is just the body in action, while brand strategy is the soul that provides direction and values.  [06:51] Red flags that your marketing has outpaced your strategy: When content feels fragmented and sales teams are telling completely different stories.  [08:52] Defining true brand strategy: Moving beyond logos and colors to include deep research, stakeholder analysis, and internal alignment.  [14:41] The critical differences between a brand refresh (auditing existing assets), a complete revamp (starting from scratch), and branding during a merger.  [24:10] Actionable steps you can take to realign your brand: – Audit your customer journey – Define messaging pillars – Ensure HR and onboarding match the brand promise  [29:37] Why “data-only” marketing fails: The importance of human emotion and psychology that performance data often misses.  Companies and links mentioned: JoAnne Gritter on LinkedIn  ddm marketing + communications  Transcript JoAnne Gritter, Christian Klepp JoAnne Gritter  00:00 AI can be used as a tool. It should not replace thinking and actually talking to your customers and your employees and your sales team. So you can use AI as a crutch to to like, ask it for ideas, idea generation. You can use it for deep research on your on your audience, and stuff like that. But nothing replaces the gold standard of talking to people. I see this in messaging misalignment or content misalignment. If content feels like it’s been written by four different people or completely different companies, that’s a red flag. Christian Klepp  00:37 This is a common scenario for B2B Marketers. You launch campaigns, hit the deadlines and fill the pipeline. It all looks great on paper, but something is still off internal messaging discussions resurface. Campaigns feel shallow and reactive, and when you ask people what the brand stands for, you get 50 different answers. So what can B2B Marketers do when their marketing is outpacing their brand strategy? Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp, today, I’ll be talking to JoAnne Gritter, who will be answering this question. She’s a member of the leadership team at DDM Marketing Communications that provides integrated marketing solutions to drive business success. Tune in to find out more about what this B2B Marketers Mission is and here we go. JoAnne Gritter, welcome to the show. JoAnne Gritter  01:25 Hi Christian. Happy to be here. Christian Klepp  01:27 We you know, we had such a wonderful, like, pre-interview conversation. I almost feel like we’re neighbors or something, and something to that extent. But I’m, I’m really, like, happy to have you on the show, and I’m really looking forward to this conversation, because this topic is, I’m a little bit biased because I am in the branding space, so it’s a bit near and dear to my heart, but it’s also something that’s extremely important, because you’ll agree. I mean, you, I know you’ll agree because you wrote an article about it. JoAnne Gritter  01:54 Yeah Christian Klepp  01:55 It’s something that marketing teams tend to overlook. And good, goodness gracious me, I’m gonna, like, stop keeping people in suspense. We’ll just jump right in all right. JoAnne Gritter  02:04 Okay Christian Klepp  02:04 So JoAnne, you’re on a mission to provide integrated marketing solutions that drive B2B business success. So for this conversation, let’s focus on this topic, how brand strategy helps B2B organizations to realign for long term growth. So I’m going to kick off this conversation with the following question. In our previous conversation, our previous discussion, you talked about how marketing without a brand is a strategy without a soul. Could you please explain what you meant by that? JoAnne Gritter  02:36 So I just made the comparison kind of to the whole human, as in, like the brand is your soul, meaning like your values, what drives you, why you’re here, what differentiates you, what makes you different than the person standing next to you, whereas, like marketing is your body in action, or action in general, where you hopefully, if you if you’re a trustworthy person, what is, what are your values internally are matching your actions externally? And that is often where we see a divergent in companies, because they don’t think about those as like two sides of the same coin. It is really important that you make sure that you know the direction that you’re going as a company and what you stand for and who you’re there to support or serve, and what markets you’re there to do, and like your whole company, everybody that’s part of interfacing with customers understands that and is and is speaking the same language. Christian Klepp  03:37 Yeah, no, absolutely. And I suppose the the follow up question to that is like, where do you see a lot of, like, marketing teams go wrong. Because, like, you know, more often than not, a lot of teams are like, Okay, we’ve we’ve implemented the campaigns check. We’re generating results and driving pipeline or filling the pipeline, rather check. So where does it all go wrong? JoAnne Gritter  04:00 If you are not paying attention to your branding, you can have a lot of activity without a lot of traction. So or you can have a lot of different messages going out that seem not cohesive or fragmented. And so you can or more examples you can have, like your sales folks going out and telling different stories about about what your company stands for and what you do and how you’re different, that creates a lot of waste, because then you’re continuously trying to get more activity and more campaigns going more sales people out there, because you’re not getting the quality leads that you need, because nobody really knows what you stand for. Everybody says it a little bit differently, and that goes for customer service too. Branding. People think about branding as a marketing problem, or a marketing, you know, teams problem. But if, let’s say part of your brand is your brand identity or values is to put the customer. First, if you don’t really solidify that from your sales team and your customer support team, then there would be a mismatch there, right then you’re just putting out into the world that customers first, but that doesn’t match up with what the customer is experiencing. Christian Klepp  05:16 Yeah, there’s certainly some kind of misalignment there, and you touched on it, like, briefly. It’s interesting to me, like, even in my own experience, one of the telltale signs of that is when you ask people within the organization, well, what makes you different? And you get 50 different answers, and some of them are similar, and some of them are completely, like, different. And it’s like, okay, yep, okay, I see where this is going, or to your to your other point, when sales teams are having those discovery calls, and you listen back to some of those recordings, which I hope you marketing people out there are doing, and you listen to the way that the sales deal with objections, and maybe the procurement team or people like, you know, on the prospect side, they’re probably not phrasing it exactly the way I’m going to say it right now, but like, but they probably are asking something to the effect of, okay, what makes you different from vendor B, C and D, right? What is different about your solution? Like, why are you charging this guy? Why are your rates like, this high. JoAnne Gritter  05:16 Right. Absolutely. And if they have different answers, or if you go and you listen in on four different sales calls and they’re all a little bit different, then that tells you have a branding issue that people don’t fully understand your brand and how you’re different and who you support and serve. Christian Klepp  05:16 Yep, absolutely, absolutely. So you’ve touched on it a little bit, but like, tell us about some more of these. I’m going to call them red flags, right? That signal when marketing has outrun brand strategy. JoAnne Gritter  05:16 Sure, I see this in messaging misalignment or content misalignment. If content feels like it’s been written by four different people or completely different companies, that’s a red flag. If, like we mentioned, your sales team talks about your company completely differently, it’s okay that they put their own little spin on it, as long as you’re still hitting like the purpose of your company, why you’re here, how you serve whatever your target audience or audiences are what your values are. If that’s not coming through in in those different places, then you may have a brand issue, or your training issue, or your brand is not being carried out through the company. So when you have a solid brand, it should be, should be repeated in in like your onboarding process, in HR kind of things, in performance conversations, in obviously, your sales and marketing and your customer service, so that everybody is aligned to that brand, and so that there’s a common message, common theme, because repeatability is is super important. Consistency is super important in marketing. I’m sure a lot of people have heard that it takes multiple multi multiple times of hearing the same message for it to actually resonate, and if they’re hearing multiple different messages, it’s causes confusion and a lack of trust in whatever the company is offering. Christian Klepp  05:16 Yeah, that’s absolutely right. JoAnne, I’ve got a I just thought of another fall off question, and you’ll indulge me here. Um, you know it, I know it. But let’s, let’s clear the air here for a second. Because I’ve been hearing this like, and I’m sure you have as well, in the B2B world, it’s just been thrown around, like, very loosely. Let’s clear the air here. Like, what do you mean by brand strategy, because I’ve heard people, especially at senior level, say, like, Yeah, we don’t need branding. We’ve got a logo and we’ve got a website. We’re good, so maybe just clear the air on that one, please. JoAnne Gritter  05:16 Well, brand strategy is, let’s see, like, I think of strategy in like, four or three different tiers. Like, we have your business strategy, it’s how you win in the marketplace. Then you have your brand strategy, which is positions you in the market and in the minds of your consumers or your customers. And then your marketing strategy is how you take that and communicate it out and you deliver that message in multiple different channels. So if you have marketing running without, without laddering up to that business strategy and and brand strategy, then it’s just, it’s just running and putting stuff out there. So it’s just activity without, without purpose and strategy. So like a brand strategy is so much more than just a lot of people think about it as their logo, their identity suite, whatever, but there should be research that goes into it. They should be stakeholder analysis. They should talk to your customers and kind of understand what they value about about your company compared to another company. So then, using. Their language in some of your brand messaging is super helpful. So if you have like, customers that say, you know, like, I just love working with, you know, Company X, Y and Z, because the people are great. They’re super responsive. They they get me what I need, etc. Like, using some of that as part of your brand is going to be really important. So like, a strategy may may include, like, the focus, the brand, promise your your core values can be part of that. The naming can be part of that. Obviously, the the design part that a lot of folks actually think about and listen or think about and recall would be, like the visual identity that also needs to be consistent, from your logo to your fonts to your colors, and then like, multiple touch points on that, like, again, like repeating that consistency from like the stationary, the collateral, the assets, all that stuff, but then also making sure that the messaging and the voice carries throughout your company, past past your your marketing team, past your sales team. Christian Klepp  05:16 Yeah, that’s absolutely right. I mean, I like to tell people that all of these things that you mentioned, especially the visual aspect, the the sexy part of it, right, like the the visual identity, the logo, the web design and all that. It’s the end result. It’s one of the outcomes of right branding, right? JoAnne Gritter  05:16 That doesn’t come out of a vacuum, right? You don’t show a designer that’s like, I’m super excited about the color red, so we’re gonna do it’s what do our customers, current customers, feel about us, and what do we want our prospective customers to feel about us? And then there’s a lot of strategy behind that. Christian Klepp  05:16 That’s right, that’s right. I’m gonna move on to the topic of key pitfalls to avoid. So what are some of these key pitfalls that B2B Marketing Teams should avoid, and what should they do instead? JoAnne Gritter  05:16 So pitfalls that I see is companies teams that get really excited about certain trends. I’m just going to pick on Tiktok. There’s time and a place for Tiktok, but like, for B2B, they’re like, oh, man, everybody’s on Tiktok, or this latest, you know, social media platform, channel, we really got to get on there. It’s or we got to use AI in some specific way without, like, thinking about the strategy behind that and just like going forward, because you know that that’s the hottest trend right now. So always make sure it ladders up to where your customers are and what you want them to think about you. If you’re a B2B company, it’s likely that your customers are more on LinkedIn than they are on Tiktok. That’s just an example. I can’t say that across the board, but like picking picking things that are always centered on on your customer and your brand are super important. So that’s a pitfall, and then what to do about it? Also treating the brand as a one time exercise, like set it and forget it, kind of thing. A lot of people are just like, Okay, we did the brand. We got a great logo, we got stationery, we even got PowerPoints that are branded and then never think about it again, except for, like, just the, you know, the colors and the logo on all of your media assets, right? So, but the brand is so much more than that. The brand is so much about, like, how you want them to feel, what the differentiators are, what makes you different, what you deliver and like, how you talk about it, how you position yourself. So like, every bit, every asset that goes out the door, should be aligned to that there should be almost a hierarchy. Christian Klepp  05:16 Yeah, no, exactly, exactly. And I’m gonna throw another follow up question at you, only because I know you can handle you can handle it. You probably hear this a lot, and you hear this a lot, most likely also from marketing teams that perhaps don’t have as much experience in the branding space as you do, and they say things like, JoAnne, you know, we’re looking at our company, and we feel that, you know, the overall look and feel and the direction, it’s not really in line with what we aspire to be. So we’re looking for a revamp. And then, and then, as the conversation progresses, they say, Oh, actually, we want maybe, maybe just a refresh, right? And then you hear another prospect say, Well, you know, we just merged the two companies. So like, what do we do there? So maybe just, just to, again, clear the air, so people don’t throw around these terms so recklessly, what actually is the difference between a brand refresh, a brand revamp, and branding as a result of a merger, Speaker 1  06:02 like a brand like from scratch, is going to take a lot of different kind of research efforts than like a brand refresh. Like, if you’re doing a brand refresh, then you’re looking at assets that already exist, you know, and and you’re looking at reasons why they might change or are no longer working. So you’re doing more. Of an audit kind of thing, like, what’s different now than it was 20 years ago when we created this brand, and where are we going? Their new leadership? Are they focused on different parts of this like even even DDM, the marketing agency that I work with or that I work for. We, every once in a while, look at our brand, and not just the visuals, but like the things that make us unique. And we say, hey, those are still unique, but we’re talking about them slightly differently now. So we need to take a look at that and change the messaging a little bit. We’re heading in a slightly different direction lately with our creative so let’s, let’s make sure that we’re still in line, so that everything, everything matches. And if they see us on Instagram versus if they see us on LinkedIn or on our website, that it still looks like ABM, you know, and then a merger is slightly different, because you’re putting together two brands, and a lot of times they’re creating a new brand from that, or they might keep one of the brands and then just bring another like, you know, Company X is now a, you know, Company Y brand. And there might be, like a sub. There’s all kinds of different ways hierarchies of brands in that kind of scenario. But more recent one that we did, they created a new brand, which was a combination of the two names, and they completely they went through the whole exercise with the new leadership team. So it’s more similar to like starting from scratch, but also taking bits and pieces that they want to keep from both brands and what’s working. So you kind of look at what clients from both brands like about those brands, and make sure that you keep those and you preserve those, and make sure that it’s it’s heading in the direction that the company wants to go a lot of discovery and research and questions, Christian Klepp  06:16 Absolutely, absolutely. And I love that you keep bringing that up, though, because that is, again, one of these components that people tend to overlook, that this comes with a lot of research. It’s not, as you said, it’s not okay. Here’s the brief. Graphic designers or design team have at it. JoAnne Gritter  17:07 Right? Christian Klepp  17:07 Come up with something, something else, great, right? Yeah, my favorite briefs are always the ones that said we want something modern, clean, yet traditional and exciting. It’s like, JoAnne Gritter  17:17 Oh yes, creative. Make it creative, splashy mean to you? Christian Klepp  17:25 Yeah, yeah, open to interpretation, I suppose. Why do you believe that inconsistent messaging and internal misalignment cost organizations credibility and dollars? And you did touch on it earlier on the conversation. JoAnne Gritter  17:41 It’s a misalignment of what you say versus what you do. If you have on your website that you are there to serve X population and that you are like your mission and purpose in in this world is to support that population in in achieving whatever goal, whatever needs that that population needs, but then that customer or population that comes and interacts with your brand does not get that from the people or get that from their experience with your product. Then then that’s a misalignment, and that creates, you know, instant distrust, like you are not following through on, on what your brand promise was, or if you have multiple people saying they’re promising different things and they don’t get that, that’s a lack of trust. Christian Klepp  18:27 I’m kind of slightly grinning here, although I know that anyone who’s been in this situation probably will not see any humor in it, but like, I’m just thinking about anyone that’s experienced a flight delay, JoAnne Gritter  18:37 right, Christian Klepp  18:39 or been trapped at the airport, and whichever airline it is you’re flying with, and you have to deal with ground staff that are either unprofessional and rude or you just have zero transparency. And I’m sure, like, I’ve certainly gone through it like I’ve experienced a 10, 12 hour flight delay, right where I was at the airport until like, one or two in the morning, and then they finally come and say, well, the plane’s not coming. JoAnne Gritter  19:04 Yeah, that really rocks the brand reputation. I also see that in health care a lot, which, God bless everybody in health care, it’s hard, but like, if all those services are disjointed and the scheduling gives you a different feeling than the doctor gives and trying to do things online, it doesn’t match what your experience is in person. People don’t want to go to that provider anymore. You know, they’re like, this is confusing. I just want help. Just want to get what you’re promising. Christian Klepp  19:35 It’s a very for lack of a description of fragmented ecosystem. JoAnne Gritter  19:39 Yeah, absolutely. And that’s a bigger issue than we can solve here, but Christian Klepp  19:43 Yeah, no amount of branding is going to fix that. JoAnne Gritter  19:47 You got to follow through on it. Christian Klepp  19:49 That’s absolutely right. That’s absolutely right. Talk to us about how aligning, and you’ve touched on it briefly, how aligning soul and action will help to build. Trust, loyalty and resilience and please provide examples where relevant. JoAnne Gritter  20:04 Let me think of an example. We work with a very large medical device manufacturer, and we’ve worked with them for 15, probably close to 20 years now. And so 15 years ago, they were very product centric. They also grow by acquisition. So they have, like several different companies that came in under this master global brand. And even though they have the same logo, they still had their own kind of visual identity. They all talked about their stuff differently. And as a result of that, in those different teams, the customers were getting wildly different experiences from this company, even though they were all under the same master company. So they rebranded. We helped them rebrand seven years ago, maybe, and this is a global organization where they brought all their business units under the same brand. They have a very strict, robust brand now. And I’m not saying that everybody needs 100 page brand guidelines. They don’t, but, like they they went all in on branding, and they make all their new employees do their brand training. It’s worked in through their onboarding. It’s worked in through their like, performance conversations, and they have just really exploded and created this, this amazing reputation as a leader. Christian Klepp  21:25 I’m sorry you’re talking about, you’re talking about real branding, then JoAnne Gritter  21:27 Real branding. Yes, they are now a leader in their industry. I mean, they were big before, but they have just really exploded in the last seven years since rebranding, and it’s been really helpful for them, because now they still grow by acquisition, but they bring in a new company, and they know what the process is to get them on board, not just from a visual identity, like rebranding all the collateral, like the sales enablement and stuff like that, but bringing the internal teams up to speed about like, what what we stand for, what we hire, like, what kind of values we Look for, so that every customer gets the same experience Christian Klepp  22:04 from your experience. How did that exercise of helping them to re brand and take all of this because, you know, there’s that situation of taking all the business units and putting them under one roof, so to speak. How did that exercise help to improve them as an organization. JoAnne Gritter  22:22 It’s been a long time, like in multiple phases. So it improves their organization. It creates a lot of clarity for them. So they’re not like redoing each other’s work, and they’re not all creating the same or they’re they’re not all creating from scratch anymore. They have a they have a similar starting point on, like, the different messaging pillars that they need to hit, even for just their products, you know. So this goes into product messaging and product launch. So like, if they are medical device, they are they want to sell, you know, knee replacements or or stuff along those lines, they know that they need to hit on a couple core values, and they need to make sure that they are targeting the same audience, and that they need to make sure that they that what they’re saying out there aligns with the master brand. Of course, there’s they still need to do the differentiators on the product level, but they also have the full brand that that supports it. So it’s just a higher level like reputation. I like to, I like to compare like branding to your reputation. So that goes along with every product that they bring in. Christian Klepp  23:32 Yeah, no, absolutely, absolutely. Okay, we get to the part in the conversation. We’re talking about actionable tips. And you’ve, you’ve actually given us quite a bit already, but if we were to summarize it, okay, JoAnne, like, if there was somebody out if there was somebody out there that was listening to this conversation, and they were listening to what you were saying, and they were like, oh my goodness, this is exactly what we’re going through right now, right? I mean, besides contacting you, right, what are like three to five things that you would recommend they do right now to realign for long term growth using brand strategy, JoAnne Gritter  24:10 I would take a look at what brand strategy you already have, if you have one otherwise kind of creating at least the bones of that. Like, what are our values? What are we focused on? What is our purpose here and mission? And then, like, what are messaging pillars or groups that align with those values? And then once you have those making sure that you have a succinct narrative or story, or even, like an elevator pitch, that everybody is aligned on. Having that is kind of a simple, hopefully a simple thing for you to figure out and align on, and then auditing the customer journey for those promises and values. So like, if you have a customer journey, they’re going from, you know, awareness of you. Or a problem to consideration between you and your company, and, you know, multiple other companies, and then you’re they’re making a decision, then they’re purchasing, then they’re hopefully your customer experience, and your delivery teams are delivering on those promises, and then you’re creating loyalty. So that’s the customer journey. So of these phases are, they are the customers still experiencing the brand that you want them to experience. So that’s like a little audit that you can do. And then from there, also making sure that all of your content that’s out there, from your like your brochures, your website, your sales enablement kind of stuff, making sure that that’s still aligned to the brand and the message that that you want it to and then making sure that, of course, throughout the company, in your like, HR documentation, you’re, I’ve said onboarding a million times, but like, making sure that everybody that’s coming into your organization understands who you are and who you who you serve, and why? Christian Klepp  26:01 Absolutely, absolutely. And that’s a really good list. And I have to ask you this question, because you know, at the time of the recording, we’re at the end of 2025, and you did bring up AI, so I’m going to bring it up again. How, how has in your experience, from what you’re seeing out there, how has AI impacted brand strategy and all the work that comes along with that. JoAnne Gritter  26:24 Well, that’s a loaded question, right? So as far as brand strategy, I kind of see it. AI can be used as a tool. It should not replace thinking and actually talking to your customers and your employees and your sales team. So you can use AI as a crutch to to, like, ask it for ideas, idea generation. You can use it for deep research on your on your audience, and stuff like that. But nothing replaces the gold standard of talking to people. So like, the the best resources from that research perspective are your customers, or your prospective customers and your sales team, if you can’t get to those customers, will often hear those like, you know, positive and negatives about your products and services. So getting to those and aligning on stakeholders, AI can be used as you know, you can use it to help think of ideas for like, let me think if you were thinking of like values, like core values, like in and messaging pillars, you can say, hey, you know, I really want it to be something along these lines. We’re circling around on like, exactly right the what the right way to phrase this is. And it can give you 50 different ideas, and you can cross out 45 of them and then land on like the top five that you communicate with your team. Don’t ever take it for rate for like per vatum, sorry, exactly as chat GPT gives you, Christian Klepp  27:55 at face value. JoAnne Gritter  27:57 Thank you. I see that that is a lot harder for early career individuals because they don’t have that discernment yet. So they, they will, they will use it as a crutch, and then, like, oftentimes not have that same kind of editing expertise to see what actually works and what doesn’t. So like pairing AI as a tool with with human intelligence and empathy, for sure, Christian Klepp  28:23 Absolutely, absolutely. I mean, at least in from my observation, and this is where I think AI really falls flat, especially when you’re coming up with the verbal expression component of brand strategy. AI doesn’t really have any soul or character, like everything, it turns out, is very, for lack of a better description, lifeless, so, and that’s where the human element, or to your point, the human intervention, can then come into play, because then you can inject that story, you can inject that human emotion, which also is a very crucial component in B2B, right? As much as people like to say, oh, B2B is all factual, right? And I would, I would disagree with that, JoAnne Gritter  29:06 yeah, it’s, it’s quality over quantity. Now, you know people, people can spot, can spot the AI generated content, and there can be a whole bunch of it, and that can help you in a variety of ways. But if it’s not actually, if it doesn’t sound human speaking or human human sounding, then, then people reject it and they don’t trust it as much. Christian Klepp  29:28 Okay, get up on your soapbox a status quo that you passionately disagree with, and why? JoAnne Gritter  29:37 I passionately disagree with data only marketing. So the big push for data driven marketing, I am, I am on board with that at face value, but it still doesn’t tell the whole story, because you can still look at data from, let’s say you did like a. Um, a focus group about about what customers want from a like a beverage or something. I’m thinking of Coca Cola, and they and they say that they they want it to be healthy. They want it to be low sugar. They want it to taste amazing. They want it to make them, you know, feel great, and stuff like that that does not you’re gonna try to create like this Frankenstein kind of soda instead, instead of recognizing that, like, there’s more psychology to this. Like a Coca Cola has, like, a whole traditional, like branding kind of way that, or traditional and emotional way that they make people feel, and that doesn’t show up in the data, necessarily. That doesn’t show up in the performance data. You know that that is a totally different kind of research too. Christian Klepp  30:51 Yeah, yeah, JoAnne Gritter  30:55 You know, that’s performance, marketing and branding. Christian Klepp  30:58 I totally agree. I totally agree that, as much as there is a big camp out there that says the future is data driven now when it comes to B2B Marketing, and I’m like, Yeah, JoAnne Gritter  31:11 humans are tricky. Christian Klepp  31:13 We’re not robots. Absolutely, absolutely, okay, here comes the bonus question. So Rumor has it that you like to draw. JoAnne Gritter  31:23  I do. Christian Klepp  31:24 Yes, and from one enthusiastic sketcher to another, I thought, I thought deep and hard about this question. Tell us about one of the most well exciting, yes, but more importantly, one of the most challenging works that you’ve created to date. So what was the theme and subject? What made it so challenging to draw, and what did you learn from that experience when you when you completed it? JoAnne Gritter  31:50 I really like to find, like, kind of micro moments I have. I have three children at home, and I like to take pictures, or, like, capture, like small moments of, like one of them snuggling the cat, or like holding hands or doing something unexpected. And in, like, not a macro view, but in a micro view of like, the different connections that people have. And then, usually, I’ll take a picture, and then I will sketch those out after they go to sleep and stuff like that. And that’s just kind of my own personal way to, I don’t know it’s it’s therapeutic. It’s a way to see, see the beauty in the world, you know, and to slow down in the moment. Christian Klepp  32:37 100%. I like to call it Balsam for the soul. JoAnne Gritter  32:40 Yeah, Christian Klepp  32:40 all right, I don’t know about you, but like, I like to sketch in the in this very room where we’re doing the recording, and I usually play classical music. So like, show pen, so something like, with with piano. Like, no opera, because that can get a bit too dramatic. JoAnne Gritter  32:59 I like classical too, when, when I’m focused at classical music, and I also like binaural beats, or it’s more like meditation kind of music. So kind of zone, zone into the moment, instead of all the crazy thoughts that go through your head and all the things you have to do. Christian Klepp  33:17 Very nice, very nice. One of the things I learned about drawing is pretty much like certain aspects of our professional work, you know, like marketing and branding. It starts with a line, and then you just keep adding the layers, right? And it’s almost the same like when you’re implementing a campaign, you know, some especially nowadays, right? You try to start small first, and do a lot of testing to see if it works. And you scale from there. And I like to, I like to think of drawings that way too. You start, you start not by adding the details. You start like, you know, with a lighter pencil. And there’s a certain, there’s a certain way of holding the pencil tool, right, so you have lesser control. And just, it’s just a bit free flowing. And for me personally, it took me a long time to start drawing like that, because I’m like, No, then I don’t have control of the process. But that’s kind of the point, right? Let go of the perfectionism, right? JoAnne Gritter  34:18 You outline it first, and then you start filling in. You know that the shadows and the light marks, and then you slowly bring in the detail. I mean, that you’re totally right, that that is like a marketing or branding strategy. You got to outline it first before you go fully in on any specific detail. Otherwise, you’re you may be way off target. Christian Klepp  34:38 That’s it. That’s it. I mean, JoAnne like I think we just found our next podcast interview topic. But thank you so much for coming on and for sharing your expertise and experience with the listeners. So please a quick introduction to yourself and how people out they can get in touch with you. JoAnne Gritter  34:57 JoAnne Gritter, I’m at DDM Marketing and Communications headquartered in Grand Rapids, Michigan, USA. And I am COO, Vice President of our company. You can get a hold of me at joanneg@teamddm.com or you can just check us out at Teamddm.com Christian Klepp  35:18 Fantastic, fantastic. And we will be sure to like drop all those links in the show notes. So once again, JoAnne, thanks so much for your time. Take care, stay safe and talk to you soon. JoAnne Gritter  35:27 Thanks, Christian. Bye. Christian Klepp  35:29 Bye, for now you.

In this episode of The Way We See It, Pastor Alex Bryant is joined by Dr. Todd Preston to talk through a recent Facebook post that stirred up a whole lot of conversation. The post was directed to Black Americans and shared what Alex calls the "cheat codes for success in America"—a challenge originally laid out by Booker T. Washington and W.E.B. Du Bois. Their message was clear: if you want to build lasting success, pursue education, own land, and start your own business. While many embraced the post, others didn't like it. In this candid conversation, Alex and Dr. Preston dive into the tension between two prevailing mindsets—one that says "pull yourself up by your own bootstraps," and another that says "the system is rigged, so why even try?" This episode is a real talk discussion about personal agency, generational struggle, and how we move forward with both grace and grit. #TWWSI, #CheatCodesForSuccess, #BlackExcellence, #FaithAndAction, #BookerTWashington, #WEBDuBois, #OwnLandOwnBusiness, #RealTalkLeadership, #RiseAbove, #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

Ivan Cossu is Co-Founder and CEO of deskbird, a flexible workplace management platform that's scaled past $10 million ARR. Founded in April 2020 during COVID's most uncertain period, deskbird survived a near-death pivot just months in and scaled across 10 international markets within six months—an unconventional path that challenged conventional wisdom about market domination strategies. Ivan shares the tactical decisions behind their international expansion, the shift from founder-led to scalable sales, and why they're deliberately targeting an underfunded VC category. Topics Discussed: The critical pivot from an Airbnb for co-working spaces to workplace management software in July 2020, months before running out of capital The counterintuitive decision to scale internationally within six months rather than dominating a single market first Balancing consumer-grade UX with enterprise-level customization in a category where competitors felt like "database queries" The mechanics of transitioning from pure inbound to incorporating outbound without breaking what's working US market expansion from Europe with higher close rates than home markets—and what that signaled about timing Why traditional email outbound is dead in the AI era and what actually works for breaking through GTM Lessons For B2B Founders: Scale your proven funnel globally before you perfect it locally: When deskbird saw strong early traction, they launched landing pages across UK and US markets within months to test demand signals. Ivan's contrarian take: "If you have a good funnel that's working, be bold enough to scale it globally" rather than spending years dominating Germany first. The key qualifier—you need solid core product and conversion metrics, not just initial traction. They were "way too scared of going international because it always worked out way better than we thought," often seeing better metrics in new markets than home markets. Most founders over-index on local penetration when they should be testing international demand. Choose validation channels by cycle time, not potential scale: In the first 6-12 months, avoid any channel with an 18-month feedback loop, even if it's your eventual ICP. Ivan targeted paid search and lower mid-market specifically because "you get a good sample size quite fast." Fast feedback loops let you iterate positioning, messaging, and ICP assumptions weekly rather than annually. Once you have conviction from high-velocity channels, then layer in longer-cycle enterprise motions. This sequencing prevents burning 12+ months on the wrong strategy. Founder-led sales is a permanent muscle, not a phase to exit: At $10M+ ARR, Ivan still joins sales calls regularly, citing a top entrepreneur-investor's rule: "Sales always needs to remain a final topic." The evolution isn't binary—it's additive. First hires (around 9 months post-MVP) were generalist "hard workers" who could sell vision over process. Today's hires are more disciplined as repeatable plays emerged. But the founder never exits—they shift from doing all deals to strategic deals, competitive situations, and maintaining direct customer insight. Even Benioff at Salesforce's scale still jumps into deals. Outbound in the AI era requires anti-scale tactics: Ivan's blunt assessment: "I don't believe in emails and any kind of written communication, especially not in the age of AI—it's just inflated." What works: (1) Targeted account selection—not 1:1 but not 1:1000 either, find the sweet spot of focused ABM, (2) Physical mail and offline media, (3) Cold calling with proper infrastructure. The challenge isn't the tactic—it's "having all the BDRs and AEs knowing which accounts they have to call, seamlessly calling account after account." Most companies can't operationalize the calling machine. Best results come when marketing warms leads with intent data, then hands them to outbound teams—not pure cold outreach. Underfunded categories force better unit economics: Deskbird's space isn't flooded with VC dollars—Ivan mapped 50-60 European competitors but limited mega-rounds. His take: "There's a downside, it's harder to get VC money, but once you get it you don't have the problem that some spaces are overfunded and it's crazily driving up customer acquisition cost." Markets with excessive capital often have one winner and "very sad consolidation" for positions 2-4. Constrained capital forced deskbird to build profitably and focus on product differentiation (Airbnb-like UX meets enterprise customization) rather than outspending competitors. Close rates in new markets signal expansion timing better than absolute numbers: Deskbird closed US deals from Europe with European AEs in mismatched time zones—and saw the highest close rates of any market. Ivan's logic: "If we can close them from Europe with our European AEs working in different time zones who cannot deliver the same SLAs, and we then go to the US, it should get even better." Don't wait for perfect execution—if you're winning despite structural disadvantages, that's your signal to invest. They hired their first US-based team only after proving they could win remotely. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

Healthcare marketers are having to navigate massive shifts across the industry, including shrinking ROI timelines and increasingly complex buyer committees. In this episode, I'm joined by my two colleagues and fellow Health Launchpad principals, Mark Erwich and Matthew Piette, for a conversation about what it means to be a marketing leader in healthcare right now. We explore how the industry is moving from the traditional triple aim toward what we call the quintuple squeeze, where providers face intense pressure from regulatory changes, margin constraints, and severe staffing shortages.We provide a deep dive into how both health tech and biotech firms can adapt their strategies to remain defensible in front of CFOs. We also share our perspectives on the practical use of AI as an efficiency tool and why focusing on risk reduction may be more important than selling growth in the coming year.Key Topics Covered"(00:00:00) Introduction""(00:09:00) Big Drivers in Healthcare Technology""(00:13:00) The Quintuple Squeeze""(00:15:00) Challenges in Biotech and Life Sciences""(00:16:00) Pressure on Marketing Leaders""(00:17:00) Shortened Planning Horizons""(00:19:00) Biotech Marketing Constraints""(00:21:00) AI: Friend or Foe?""(00:26:00) Impact on Marketing Budgets""(00:30:00) Justifying Your Marketing Budget""(00:34:00) Stop Doing This to Survive""(00:37:00) Five Key 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.

Bassem took Briq from a failed data idea to a Series B leader in construction financial automation.But the path wasn't linear. In this episode, Bassem reveals how he pivoted to RPA bots, why he killed a high-growth fintech product to survive the 2023 cash crunch, and how he uses a relentless "Go-to-Market" strategy. He breaks down his exact ABM playbook, why he hates trade shows, and why he believes AI orchestration is a bigger shift than the cloud.Why You Should ListenHow to identify the "Challenger" who will kill your deal.Why trade shows are a waste of money (and what to do instead).The "1-Person Webinar" hack to close high-value accounts.The brutal reality of cutting 50% of staff to survive.Why selling "risk reduction" beats selling "time saved."Keywordsstartup podcast, startup podcast for founders, product market fit, account based marketing, construction tech, go to market strategy, enterprise sales, finding pmf, robotic process automation, ai orchestration00:00:00 Intro00:06:23 The RPA "Aha" Moment with a Tech Giant00:11:52 Selling Risk vs. Selling Time Saved00:13:27 The "New CFO" Signal in Account Based Marketing00:17:06 Identifying the "Challenger" in Enterprise Sales00:23:22 The 1-Person Webinar Strategy00:29:19 Killing the Fintech Product to Survive 202300:36:20 Why You Never Truly Have Product Market FitSend me a message to let me know what you think!

Modern ABM is not a channel or a quick win. In this episode of the OnBase podcast, Paul Gibson sits down with Katie Skene, Senior ABM Manager at Global Relay, to explore what modern account-based marketing really takes to succeed. They discuss why account selection is the foundation of ABM, how sales and marketing alignment drives long-term impact, where AI and intent signals can go wrong, and why curiosity is becoming the defining skill for ABM leaders. If you are trying to scale ABM, overcome internal resistance, or move from theory to execution, this episode offers practical insight from the front lines.About the GuestKatie Skene is a B2B marketing professional with 14 years of experience across agency and in-house roles. She began her career in marketing at a US medical devices company before spending a decade in agencies, where she built expertise across marketing automation, paid media, and multi-channel campaign execution, alongside commercial responsibility for pipeline and revenue.Specialising in B2B technology, Katie has worked with global brands including Adobe, HPE, Capgemini, and Fujitsu. Account-based marketing has been a consistent focus throughout her career, and her time at Agent3, now Pretzel, working within ABM centres of excellence cemented her passion for aligning marketing, technology, and sales to drive meaningful growth.Connect with Katie.

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In this episode of The Way We See It, Pastor Alex Bryant leans straight into the racial tension happening in our nation and challenges believers to respond differently than the world. Instead of holding on to offense, anger, or bitterness, Alex reminds us that Christians are called to lead the way in forgiveness. He draws inspiration from the song "One" by U2 and the words of Bono as the call for us to leave racism, resentment, and division in the dark and choose to love each other in the light. In a moment when culture encourages outrage, Alex calls the Church and all who claim to be Christians to rise above it with humility, grace, and unity. This episode is a heartfelt reminder that love is our greatest witness and forgiveness is our greatest weapon.  #TWWSI, #OneLove, #FaithOverOffense, #ChooseForgiveness, #RacialHealing, #LoveInAction, #UnityInChrist, #PastorAlexBryant, #GraceOverGrievance, #ChristiansLeadTheWay 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

The GTM Poker Table Turning Word of Mouth and ABM Into Predictable GrowthIn this week's episode, Sacha sits down with Andrew Seidman, Co Founder and COO of Digital Reach, to unpack why the best go to market leaders think less like campaign managers and more like high stakes poker players.With over a decade designing full funnel GTM strategies for enterprises and funded startups, Andrew brings deep expertise across brand, content, rev ops, digital experience, and pipeline generation. The real twist is that his former life in professional poker shaped how he thinks about process, probability, and decision making when outcomes are never guaranteed.From random acts of marketing to the auto mechanic trust problem, from ABM myths to measurable advocacy systems, this episode is a masterclass in building a GTM engine that compounds.We dig into:Process over outcomes and why short term results do not always prove you are doing the right thingsMarketing as a collection of bets and how probabilistic thinking changes strategy, hiring, and executionThe auto mechanic trust problem and why buyers choose agencies based on trust, not technical detailsABM defined for real and why not all accounts are equalABM incentives that actually work and shifting quotas to value based point systemsWord of mouth as the ultimate ABM channel and why relationships beat fancy tactics every timeMeasuring advocacy through referrals, churn, and advocates created as a growth KPISilos and systems and why ads cannot outrun weak messaging, messy data, or a disqualifying websiteRev ops investment resistance and why systems work is hard to fund even when it is clearly neededAI reality checks including the power and procurement risks across company sizesIntent signals at scale and where AI creates leverage instead of noiseKey Takeaways:Results are not the whole story and strong processes win over time even when the market shiftsABM starts with value curves and treating every lead the same quietly kills upsideWord of mouth is the strongest entry strategy especially for tightly guarded tier one accountsAdvocacy is measurable through referrals, NPS, testimonials, and expansionsGo to market scales only as far as its least mature layerAI multiplies clarity and systems but exposes weak foundations

Frauke berichtet in dieser Folge direkt aus ihrem Forschungszelt im afrikanischen Busch. Sie ist in Kenia auf einer ehemaligen Rinderfarm, aus der jetzt ein Schutzgebiet mit sanftem Ökotourismus wird. Hier hilft sie Kamerafallen und Soundboxen zu installieren um mehr über die wilde Tierwelt in der Gegend zu erfahren. Sie hat für uns mit einem der Besitzer der Farm gesprochen und die Ranger mit denen sie im Busch unterwegs ist interviewt. Und natürlich erzählt sie von ihren besten Tierbegegnungen.Wir lernen aber auch einige charismatische Tierarten wie das Gerenuk und die Streifenhyäne kennen!Also: Ab in den Jeep und los geht die Afrika-Safari!Ps: Ihr seid der Wahnsinn! Es sind schon ganz viele auf unserer Steadyseite Teil vom Team tierisch! geworden. So ganz reicht es aber noch nicht- falls ihr was übrig habt, werft sehr gerne noch ein bisschen mit in den Hut! Wir sind im Gegenzug ganz fleißig auf der Suche nach einer nachhaltigen Finanzierung. Ab März sind wir dank eurer Großzügigkeit erstmal wieder zurück im einwöchigen Rhythmus! Juhu!Hier könnt ihr uns unterstützen, ewige Dankbarkeit sei euch gewiss: https://steady.page/en/tierisch/Weiterführende Links:Masaai und Rinder: https://education.nationalgeographic.org/resource/cattle-economy-maasai/5th-grade/Masaai und Klimawandel: https://africaclimateinsights.org/how-africas-time-tested-traditions-are-tackling-climate-change/Streifenhyäne: https://www.nabu.de/tiere-und-pflanzen/saeugetiere/sonstige-saeugetiere/23840.htmlGrevyzebra: https://www.spektrum.de/news/grevyzebras-in-kenia-besonders-selten-nuetzlich-und-bedroht/2024797Gerenuk: https://www.awf.org/wildlife-conservation/gerenukGerenuk Video: https://www.youtube.com/watch?v=oZtd8J0ttiM Hosted on Acast. See acast.com/privacy for more information.

While most of us are already using AI for research and content creation, very few healthcare marketing teams have figured out how to use it to drive measurable top-line revenue. In this episode, I dive into the critical first pillar of using AI to grow your pipeline: signal intelligence. I explain why interpreting patterns of behavior across entire accounts is far more valuable than simple lead scoring or tracking individual clicks.This episode will help you understand how to detect meaningful buyer behavior earlier in the process. This is especially vital in the healthcare industry, where sales cycles often stretch to 13 or even 24 months and involve dozens of stakeholders. I also share practical ways to use AI for pattern recognition and weak signal interpretation, even if you do not have a massive budget for enterprise platforms.Key Topics:"(00:00)" - Introduction"(01:00)" - The challenge"(02:47)" - Defining signal intelligence"(03:45) - The three layers of signal intelligence"(05:39) - Why early detection is critical"(09:44) - Four primary use cases for AI"(12:44) - Exploring Tiga AI and social engagement signals"(15:15) - How established platforms detect intent at scale"(18:18) - Using AI tools for strategy"(20:45)" - Identifying longitudinal patternsIf 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.Companies & Platforms Mentioned (with URLs)Media / NetworksHealthcare Now Radio https://www.healthcarenowradio.comIntent, Signal Intelligence & ABM PlatformsDemandbase https://www.demandbase.com6sense https://6sense.comBombora https://bombora.comZoomInfo https://www.zoominfo.comFactors AI https://www.factors.aiWebsite Visitor Identification / TrackingVector https://www.vector.coRB2B https://www.rb2b.comGet Squidhttps://getsquid.ai/ Virtual Visitorhttps://www.visualvisitor.com/ Social & Signal Detection ToolsTiga AI https://www.tiga.aiLinkedIn https://www.linkedin.comMarketing Automation & CRMHubSpot https://www.hubspot.comHubSpot Breeze (HubSpot's AI / intelligence layer)https://www.hubspot.com/products/artificial-intelligence AI / GenAI PlatformsChatGPT (OpenAI): https://chat.openai.comGoogle Gemini: https://gemini.google.com/ Claude (Anthropic): https://www.anthropic.com/claudeMicrosoft Copilot: https://www.microsoft.com/copilotHealthcare / Industry Orgs & CompaniesHIMSS: https://www.himss.orgInovalon: https://www.inovalon.comCaregility: https://caregility.com/ Productivity / AI UtilitiesWhisper Flow https://www.whisperflow.aiPrevious EpisodesNick Panayihttps://open.spotify.com/episode/0rxPdzByXBjNsIKvNBhnck?si=TsQ68QEGT1WSEZjjzoGkmA Kelly McDermott – ABM Storyhttps://open.spotify.com/episode/2QTrvyWVA6W6vJcCmDdvQd?si=ORU62SX7TPiU_Ke5vUE5HQ

Right-Sized ABM with Brianna Miller On this episode host Adam Turinas welcomes Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account-Based Marketing (ABM).They discuss why ABM does not have to be a massive investment in time and dollars. 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

Level up your B2B marketing and build a brand that actually stands out: subscribe to the Pipe Dream podcast from B2B Better for narrative-driven B2B marketing strategy, media-led content ideas, and practical GTM frameworks from host Jason Bradwell. Ever feel like AI is the new “pivot to video”? Recorded live at SaaStock, Jason Bradwell sits down with repeat guest Danielle Parker to ask whether we're living through an AI hype bubble and what that really means for B2B marketers, content engines, and your career. They dig into how AI is reshaping B2B marketing strategy in practice: which entry-level tasks are most at risk, why teams might get smaller (but not disappear), and what B2B buyers actually expect now that ChatGPT can answer basic questions in seconds. The conversation cuts through generic “AI for marketers” takes and focuses on building media-led, narrative-driven brands with a clear, differentiated point of view. Danielle also walks through her unconventional path from municipal bond analyst to running a 100K+ food Instagram (Boston Brunch Guide), growing Mel Robbins' audience past 1M, and helping build ProfitWell's Recur Media into one of B2B's best examples of serialised, media-first content. She and Jason unpack what it really takes to launch a show, avoid the “repurposing industrial complex”, and use frameworks like B2B Better's distribution grid to map episodes across the full awareness journey. Finally, they explore the one marketing skill Danielle believes is truly AI-proof: events and face-to-face experiences and why companies are hiring dedicated events marketers earlier than ever. Subscribe to catch every episode. Leave a review to help others discover the show. Share with security professionals or B2B marketers trying to break through technical noise. Follow B2B Better on LinkedIn for weekly insights. 00:00 - Introduction: Reconnecting at SaaStock where they first met  01:30 - The biggest challenge for B2B brands right now  02:30 - Are we in an AI hype bubble? 04:00 - What B2B buyers actually expect in 2025  06:30 - Why your people and point of view are your biggest differentiator  07:00 - Danielle's journey: From bond analyst to Boston Brunch Guide  08:30 - Growing Mel Robbins' Instagram from 30K to 1M+ followers  10:00 - ProfitWell as the gold standard for media-led B2B companies  11:30 - How Recur Media impacted ProfitWell's acquisition valuation  12:30 - Launching Boxed Out during COVID & the D2C ASMR video  14:00 - Why distribution needs to be part of the plan from day one  15:30 - Turning six ABM podcast transcripts into one comprehensive guide  17:00 - The content repurposing trap: Quality over quantity  18:30 - The distribution grid framework explained  21:00 - What AI absolutely cannot replace  22:00 - Why events marketing is having a major moment  23:30 - Being a person people want to do business with: The ultimate AI-proof skill Connect with Jason Bradwell on LinkedIn Connect with Danielle Parker on LinkedIn Learn more about SaaStock Explore B2B Better website and the Pipe Dream podcast

MDM, DDM, VPP, ABM, even MSCP - all the acronyms that help us to manage devices the way that we need to, providing the amazing end-user experiences that the macadmin community is so conscious of. But what do we do when the tools provided by Apple or our device management service don't provide the capabilities we need? That's right, we build it ourselves! Michael Page is going to talk us through Dock Composer, one of these very tools that he has built to solve his own problem and help others solve the same problems in their environments Hosts: Tom Bridge - @tbridge@theinternet.social Marcus Ransom - @marcusransom Selina Ali - LinkedIn Guests: Michael Page - LinkedIn Links: Dock Master https://github.com/Error-freeIT/Dock-Master https://techion.com.au/blog/2015/4/28/dock-master Dock Composer on the Mac App Store https://apps.apple.com/app/dock-composer/id6751523907 Dockutil - https://github.com/kcrawford/dockutil Docklib - https://github.com/homebysix/docklib Git Kraken: https://www.gitkraken.com/ Sponsors: Iru Fleet Device Management Meter Watchman Monitoring If you're interested in sponsoring the Mac Admins Podcast, please email podcast@macadmins.org for more information. Get the latest about the Mac Admins Podcast, follow us on Twitter! We're @MacAdmPodcast! The Mac Admins Podcast has launched a Patreon Campaign! Our named patrons this month include Weldon Dodd, Damien Barrett, Justin Holt, Chad Swarthout, William Smith, Stephen Weinstein, Seb Nash, Dan McLaughlin, Joe Sfarra, Nate Cinal, Jon Brown, Dan Barker, Tim Perfitt, Ashley MacKinlay, Tobias Linder Philippe Daoust, AJ Potrebka, Adam Burg, & Hamlin Krewson  

Most B2B podcasts fail because they skip strategy and jump straight to recording. In this solo episode of Pipe Dream, host Jason Bradwell breaks down B2B Better's Podcast to Pipeline Framework, a six-step system designed to turn a podcast from a “nice content idea” into a revenue-generating GTM asset. Jason's core point is that marketing strategy matters more than microphones. The goal isn't to ship episodes, it's to create commercial momentum. That's why B2B Better positions itself as a podcast marketing agency, not just a production company: a podcast should drive pipeline, create revenue, and ultimately turn a profit. Anything else becomes a vanity project that dies after a handful of episodes. From there, he walks through the six phases: 1) Strategy development (the most skipped step). Instead of asking what gear to buy, brands should define what success looks like, who the audience is, and what messages matter. Jason runs strategy workshops with stakeholders across marketing, sales, product, and leadership to build a “show blueprint” that clarifies the what/why/who/how and prevents random feedback from derailing things later. 2) Funnel mapping. Most companies treat podcasts as top-of-funnel awareness only, but Jason argues podcasts can move buyers through awareness, consideration, evaluation, and conversion when you map content intentionally. He introduces B2B Better's distribution grid to align segments and content to different buyer awareness stages and distribution paths. 3) Pre-production. This is the setup work that makes recording smooth: scripting, guest booking and research, and establishing visual/audio treatments so the show feels consistent and intentional. 4) Creative treatment. Here Jason draws a key distinction: production is editing raw footage into a finished episode, while producing is editorial oversight and strategic control to ensure the episode hits the right messages. Many brands only buy production, but what they really need is a producer who can guide the conversation and keep the content aligned to the goal. 5) Integrated campaigns. Distribution and promotion shouldn't be “repurpose one episode into 100 assets.” Jason pushes back on that trend because it often creates redundant content that doesn't move the needle. Distribution has to match the objective: brand awareness might mean short clips plus paid spend; ABM might mean sales enablement and targeted account plays. 6) Reporting and optimisation. A show isn't static. Someone needs to review performance at the episode, channel, and show level with what's working, what isn't, and what market feedback is signaling and then feed that back into strategy (stay the course, pivot, or double down). If you're launching a B2B podcast or already have one that feels like it's going nowhere, Jason's framework is a practical way to treat podcasting like the GTM asset it should be, align every phase to commercial outcomes, and avoid the “six episodes then abandon it” trap. 00:00 - Introduction: From concept to commercial results 01:30 - Why B2B Better is a podcast marketing agency 03:00 - Phase 1: Strategy development and the show blueprint 06:00 - Phase 2: Funnel mapping and the distribution grid 09:00 - Phase 3: Pre-production essentials 11:00 - Phase 4: Creative treatment - producing vs production 14:00 - Phase 5: Integrated campaigns and smart distribution 17:00 - Phase 6: Reporting and optimisation 20:00 - How to get started with B2B Better Connect with Jason Bradwell on LinkedIn Check out Jason's several tools in building guest lists: HubSpot CRM Clay Apollo Explore B2B Better website and the Pipe Dream podcast 

Topics Covered Influencer marketing as a modern demand lever in a “feeds are flooded” environment (credibility + distribution vs polish)Building an influencer program as a repeatable system (not one-off posts)Aligning influencer strategy to GTM motion: PLG + sales-led dual motion, fast sales cycle, and audience behavior on LinkedInTalent sourcing: internal creators, power users, frontline thought leaders, executive narrative voices, and “entertainer/evangelism” creatorsUsing influencer content as paid social creative (thought leadership ads) and deciding what to amplifyProgram mechanics: 3-month trials, post cadence, onboarding, briefs, review cycles, and relationship managementIncentives tied to outcomes (PLG signup bonus, ARR percentage via UTM)Measurement options: cost per signup, CPM/efficient reach, ABM-style reach goals, qualitative signals, and attribution constraintsQuality control: “smell test” for AI slop, engagement pods, and meaningful comment engagementActivation workflow: first-hour engagement, “let it cook” windows, reporting, UTM updates for paid vs organic, and distribution trade-offsQuestions This Video Helps AnswerHow do you structure B2B influencer marketing so it drives demand (not just awareness) without becoming random acts of promotion?How should a B2B team align influencer strategy to GTM motion (PLG vs sales-led) and measurement constraints?What's the best place to start: internal creators, power users, or external influencers?How do you choose influencer “types” (executive narrative, frontline education, entertainment/evangelism) based on goals?What contract length and cadence reduces the risk of declaring influencer “doesn't work” too early?How do you turn influencer posts into paid social assets using thought leadership ads?What's a practical incentive structure for creators tied to signups and revenue (UTM-based)?How do you spot inflated performance from AI-generated engagement or engagement pods?When should you promote a post, and when should you leave it organic?How can you evaluate influencer impact using CPM, reach, signups, and qualitative sales signals?Key TakeawaysIf you want results, avoid one-off influencer posts; start with at least a 3-month trial so performance can compound and audience association can form.In crowded feeds, influencer works because it combines trust with distribution; paid amplification (thought leadership ads) can make “small” creators valuable when the story is strong.Start sourcing from internal creators and product power users first; they're cheaper, more credible on use cases, and their content can be promoted to the right audience.Make onboarding and relationships non-negotiable: demo the product, ideate together, and set a clear review cycle so feedback doesn't show up only as late-stage Google Doc edits.Tie incentives to business outcomes and effort: bonus for PLG signups over the contract window, percentage of ARR from UTM-driven revenue, and paid boosts for high-performing posts (which also benefits the creator's audience growth).Don't boost everything: let posts run organically first, then selectively promote what's likely to work in paid (not every organic winner is a paid winner).Quality control requires human judgment: scan comments and engagement patterns for meaningful conversation vs AI slop, pods, or gamed metrics.

Want to book amazing podcast guests that actually match your ICP? In this solo episode of Pipe Dream, host Jason Bradwell shares his playbook for finding and booking ideal guests without turning the interview into a thinly veiled sales pitch. Jason starts with the elephant in the room: yes, you can invite guests who are also potential customers, but you cannot Trojan horse them. If you bring someone on the show and pitch them live, you create a bad experience for the guest, your audience, and your reputation. The rule is simple: content-first, always. Focus on a great conversation and a genuine value exchange, then let the relationship deepen naturally over time. Next, he breaks down where to find great guests. First: your immediate network. Start with executives, employees, customers, partners, and trusted connections, people who already know you and will say yes faster. Those first few episodes build credibility and social proof, which makes outreach to strangers dramatically easier. Second: your CRM. Jason recommends targeting lapsed prospects accounts you haven't engaged with in weeks or months and using the podcast as a re-engagement mechanism. If you run an ABM strategy, this is especially powerful: you can target high-fit accounts, invite the right people, and start meaningful conversations without a sales agenda. From there, Jason walks through prospecting tools. LinkedIn Sales Navigator helps with demographic and firmographic targeting, and tools like Apollo and Clay can help you build precise guest lists at scale. But the sleeper channels are Slack communities and conference speaker lists. In industry-specific Slack groups, people don't ignore direct notifications the way they do email or LinkedIn DMs. Jason notes content-first outreach can reach 60–70% response rates in the right communities. And conference speakers are already primed to share expertise, so their speaking topic becomes an easy hook to start the conversation. Once you've built your target list, Jason outlines a two-step outreach sequence. Message one is intentionally short: introduce the show, explain why you're reaching out to them, and ask if they'd like more details, no episode pitch, no long explanation. Message two comes after they've shown interest: reinforce why it's worth their time (downloads, guest lineup, maybe even payment) and share a personalised episode angle based on their experience, proving it's a real content opportunity, not random outreach. 00:00 - Introduction: Finding and booking dream guests 01:00 - The Trojan horse trap: content-first always 02:30 - Where to find guests: start with your network 04:00 - Mining your CRM for lapsed prospects 05:30 - Using LinkedIn, Apollo, and Clay for targeting 07:00 - Sleeper channels: Slack communities and speaker lists 09:00 - The two-message outreach sequence 11:30 - Message one: gauge interest only 12:30 - Message two: personalise and reinforce value 14:00 - How to get 60-70% response rates Connect with Jason Bradwell on LinkedIn Check out several tools in building guest lists: HubSpot CRM Clay Apollo Explore B2B Better website and the Pipe Dream podcast 

Does ABM have to be complicated and expensive? Brianna Miller doesn't think so, and she will tell you why.In this episode, I sit down with Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account-Based Marketing (ABM). We discuss why ABM does not have to be a massive investment in time and dollars.Brianna shares her "right-sized" approach to ABM, explaining how to use one-to-few strategies instead of just one-to-one and how to build resource hubs that keep buyers engaged. We also dive into the critical importance of sales alignment and how AI tools like Jasper and HubSpot Breeze fit into the mix. If you are looking for practical ways to implement ABM without over-engineering it, you will want to listen to this conversation.Key Topics Covered"(00:00)" Introduction"(05:30)" Common misconceptions about ABM"(08:20)" How to avoid over-engineering ABM"(14:22)" Defining "Right-sized ABM" and finding the right tools"(16:20)" The necessity of sales and marketing alignment"(19:00)" How to report engagement data"(26:00)" Viewing ABM as an orchestrator of multichannel tactics"(28:00)" Tracking buyer journey stages"(30:10)" The role of AI in ABM"(33:00)" Don't forget the basicsIf 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 speaks candidly about the unrest in Minneapolis and beyond, pulling back the curtain on the real issue at hand. While some are quick to frame the chaos as a matter of race or immigration, Alex challenges us to look deeper. This isn't just about who is coming to our cities—it's about what holds our communities together. Without shared values, laws, language, and respect for civic norms, diverse societies don't strengthen, they fracture. Pastor Alex calls for a renewed focus on integration, not isolation. Assimilation doesn't mean losing identity, it means joining a common culture that protects everyone. This episode is a bold reminder that diversity alone doesn't create unity. It takes shared commitment, mutual responsibility, and a clear understanding that freedom comes with expectations. Without that, the chaos we're witnessing is not only predictable—it's inevitable. #TWWSI, #MinneapolisUnrest, #CivicValuesMatter, #AssimilationNotErasure, #FaithAndCulture, #UrbanChaos, #SharedResponsibility, #IntegrationMatters, #RealTalkLeadership, #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 of The Way We See It, Pastor Alex Bryant sits down with Scott Morris, a 23-year Army veteran, leadership coach, husband, father, and man of God. From the battlefield to the boardroom, Scott shares how his military experience shaped his passion for developing leaders in every sphere—work, home, and ministry. They dive into why leadership is all about intentionality, character, emotional intelligence, and living out your values. Whether it's mentoring young ROTC cadets, raising up his sons, or coaching CEOs through Arrowhead Leadership Consulting, Scott is all about building people up from the inside out. This conversation is packed with wisdom, stories, laughter, and a powerful reminder that great leadership starts with who you are, not just what you do. #TWWSI, #LeadershipDevelopment, #VeteranVoices, #FaithAndLeadership, #IntentionalFatherhood, #ArrowheadLeadership, #EmotionalIntelligence, #LeadAtHomeAndWork, #MilitaryToMarketplace, #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

You are on slide 34 when the CFO's phone buzzes. She glances down. The VP to her left is nodding, but you can tell he checked out ten minutes ago. You know this pitch cold. You have rehearsed it. You built the deck. You covered every feature, every capability, every objection. And still, you are dying up there. You spent weeks on this presentation. None of it matters because everyone in that room has already sat through the same pitch from three other vendors this month. “Pitching sucks,” says Danny Fontaine, author of Pitch, on an episode of the Sales Gravy Podcast. “It sucks for the people doing it because we get so stressed out, and we spend weeks doing mountains of work. Meanwhile, there is a whole audience who has just as bad of a time as us because they have to sit through an hour of 100 PowerPoint slides and they're bored.” He is right. The audience suffers just as much. They sit through identical presentations, back to back, trying to remember which vendor said what. Both sides leave exhausted. No one wins. There is a better way. Effective sales pitch techniques don't rely on slides. They create engagement, tell stories, and turn monologues into conversations that actually move deals forward. Why Traditional Pitches Fail The standard pitch follows the same predictable pattern. Company overview. Capabilities. Case studies. Pricing. Questions at the end. Every competitor uses the same structure. That means you are asking your prospect to choose between nearly identical presentations. When everything looks the same, decision makers default to price or familiarity. Your carefully crafted message gets lost in the noise. You are treating the pitch like a presentation when it should be a conversation. You are trying to inform when you should be persuading. https://www.youtube.com/watch?v=0h7RqBuThf0 Experience Beats Information In 1979, a small advertising agency called Allen Brady and Marsh (ABM) competed against industry giant Saatchi & Saatchi for the British Rail account. ABM's founder, Peter Marsh, knew he couldn't win by playing it safe. When the British Rail executives arrived for the pitch, no one answered the door. They rang the buzzer three times before it finally opened, with no one behind it. The receptionist ignored them while filing her nails. The waiting area was filthy. After a while of being dismissed, the chairman stood up to leave. That is when Marsh burst through the doors and said, “Gentlemen, you have just experienced what your customers go through every single day. Shall we see what we can do to put it right?” ABM won the account. And it worked because the executives didn't just understand the problem. They felt it. Most sales pitches fail because they ask buyers to care before they are emotionally engaged. Information alone doesn't create urgency—experience does. Start With Them, Not You Pitches always start the same: ‘Thanks for your time. Here's our agenda. Let me tell you about our company.' Your prospect stops listening after the first sentence. If you want engagement, start with a question. Ask what matters to them. Ask what would make the time valuable. Ask what problem they are trying to solve. Before you show a single slide, say something like, “Before we start, what would make this conversation worth your time today?” Or, “What is the biggest challenge you are facing with this right now?” Those questions do three things immediately. They show respect. They give you intelligence. And they turn the pitch into a conversation from the first minute. This works even better over Zoom, where attention is fragile and distractions are everywhere. When you ask early questions, you pull people in instead of competing with their inbox. Stories Create Memory The most powerful stories aren't pulled from case studies. They come from real life. Every meaningful achievement involves obstacles. Those obstacles contain lessons. Those lessons connect directly to the challenges your prospects are facing. A story without relevance is just noise. A story with a clear lesson becomes a lever. A consultant once shared a story about buying a secondhand Lego set. She started building it, only to discover key pieces were missing. After hours of searching for replacements, she had to start over. When pitching a complex implementation, she said, “That taught me something. At the beginning of any project, we have to make sure all the pieces are in the bag.” That story worked because it made preparation tangible. It made risk visible. It connected emotionally and logically. If the story does not clearly support the point you are making, don't tell it. Ask Before You Lose Them Most salespeople cling to their script even when they can see the room drifting away. They are afraid of losing control, so they keep talking. That is how you lose the deal. Don't wait until the Q&A to ask questions. Sprinkle them throughout your pitch to keep your audience engaged and the conversation alive. Ask if you're hitting the mark, what they want to explore deeper, and what matters most to them. When you ask questions, you aren't giving up control. You are gaining it. The person asking the questions is always in control of the conversation. Emotion First, Logic Second Buyers like to believe they are rational. They are not. Emotion drives decisions. Logic justifies them. If you want someone to care, you have to make them feel something. Frustration. Relief. Possibility. Urgency. That is why the British Rail experience worked. Marsh didn't argue that customer service was bad. He made them experience it. The feeling came first. The logic followed. Once a buyer is emotionally engaged, they start looking for reasons to say yes. They look for data to support the decision they already want to make. This is why information-first pitches fall flat. You are asking people to care before you have given them a reason to. Create the emotional connection first. Then give them the facts. When the Room Goes Cold Even the best sales pitch techniques don't work every time. Sometimes the wrong people show up, there is a fire you didn't know about, or your message just doesn't land. When that happens, don't push harder. Pivot. Call it out. Ask what would be more valuable. Acknowledge the moment instead of pretending it is not happening. That level of honesty builds trust. It shows you are there to solve a problem, not deliver a performance. Why This Matters Your prospect didn't show up to be entertained or to be bored. When you give them an experience they didn't expect, you separate yourself from every competitor running the same tired deck. You become memorable. You become relevant. You become human. The pitch that feels risky is usually the one that wins. The personal story. The direct question. The willingness to have a real conversation. Because the alternative is being forgotten the moment you leave the room, no matter how many slides you showed. Want to take your pitch from forgettable to unforgettable? Download the FREE A.C.E.D. Buyer Style Playbook, which shows you exactly how to read your buyers, adapt your approach, and turn every conversation into a deal-closing opportunity.

You are on slide 34 when the CFO's phone buzzes. She glances down. The VP to her left is nodding, but you can tell he checked out ten minutes ago. You know this pitch cold. You have rehearsed it. You built the deck. You covered every feature, every capability, every objection. And still, you are dying up there. You spent weeks on this presentation. None of it matters because everyone in that room has already sat through the same pitch from three other vendors this month. “Pitching sucks,” says Danny Fontaine, author of Pitch, on an episode of the Sales Gravy Podcast. “It sucks for the people doing it because we get so stressed out, and we spend weeks doing mountains of work. Meanwhile, there is a whole audience who has just as bad of a time as us because they have to sit through an hour of 100 PowerPoint slides and they're bored.” He is right. The audience suffers just as much. They sit through identical presentations, back to back, trying to remember which vendor said what. Both sides leave exhausted. No one wins. There is a better way. Effective sales pitch techniques don't rely on slides. They create engagement, tell stories, and turn monologues into conversations that actually move deals forward. Why Traditional Pitches Fail The standard pitch follows the same predictable pattern. Company overview. Capabilities. Case studies. Pricing. Questions at the end. Every competitor uses the same structure. That means you are asking your prospect to choose between nearly identical presentations. When everything looks the same, decision makers default to price or familiarity. Your carefully crafted message gets lost in the noise. You are treating the pitch like a presentation when it should be a conversation. You are trying to inform when you should be persuading. Experience Beats Information In 1979, a small advertising agency called Allen Brady and Marsh (ABM) competed against industry giant Saatchi & Saatchi for the British Rail account. ABM's founder, Peter Marsh, knew he couldn't win by playing it safe. When the British Rail executives arrived for the pitch, no one answered the door. They rang the buzzer three times before it finally opened, with no one behind it. The receptionist ignored them while filing her nails. The waiting area was filthy. After a while of being dismissed, the chairman stood up to leave. That is when Marsh burst through the doors and said, “Gentlemen, you have just experienced what your customers go through every single day. Shall we see what we can do to put it right?” ABM won the account. And it worked because the executives didn't just understand the problem. They felt it. Most sales pitches fail because they ask buyers to care before they are emotionally engaged. Information alone doesn't create urgency—experience does. Start With Them, Not You Pitches always start the same: ‘Thanks for your time. Here's our agenda. Let me tell you about our company.' Your prospect stops listening after the first sentence. If you want engagement, start with a question. Ask what matters to them. Ask what would make the time valuable. Ask what problem they are trying to solve. Before you show a single slide, say something like, “Before we start, what would make this conversation worth your time today?” Or, “What is the biggest challenge you are facing with this right now?” Those questions do three things immediately. They show respect. They give you intelligence. And they turn the pitch into a conversation from the first minute. This works even better over Zoom, where attention is fragile and distractions are everywhere. When you ask early questions, you pull people in instead of competing with their inbox. Stories Create Memory The most powerful stories aren't pulled from case studies. They come from real life. Every meaningful achievement involves obstacles. Those obstacles contain lessons. Those lessons connect directly to the challenges your prospects are facing. A story without relevance is just noise. A story with a clear lesson becomes a lever. A consultant once shared a story about buying a secondhand Lego set. She started building it, only to discover key pieces were missing. After hours of searching for replacements, she had to start over. When pitching a complex implementation, she said, “That taught me something. At the beginning of any project, we have to make sure all the pieces are in the bag.” That story worked because it made preparation tangible. It made risk visible. It connected emotionally and logically. If the story does not clearly support the point you are making, don't tell it. Ask Before You Lose Them Most salespeople cling to their script even when they can see the room drifting away. They are afraid of losing control, so they keep talking. That is how you lose the deal. Don't wait until the Q&A to ask questions. Sprinkle them throughout your pitch to keep your audience engaged and the conversation alive. Ask if you're hitting the mark, what they want to explore deeper, and what matters most to them. When you ask questions, you aren't giving up control. You are gaining it. The person asking the questions is always in control of the conversation. Emotion First, Logic Second Buyers like to believe they are rational. They are not. Emotion drives decisions. Logic justifies them. If you want someone to care, you have to make them feel something. Frustration. Relief. Possibility. Urgency. That is why the British Rail experience worked. Marsh didn't argue that customer service was bad. He made them experience it. The feeling came first. The logic followed. Once a buyer is emotionally engaged, they start looking for reasons to say yes. They look for data to support the decision they already want to make. This is why information-first pitches fall flat. You are asking people to care before you have given them a reason to. Create the emotional connection first. Then give them the facts. When the Room Goes Cold Even the best sales pitch techniques don't work every time. Sometimes the wrong people show up, there is a fire you didn't know about, or your message just doesn't land. When that happens, don't push harder. Pivot. Call it out. Ask what would be more valuable. Acknowledge the moment instead of pretending it is not happening. That level of honesty builds trust. It shows you are there to solve a problem, not deliver a performance. Why This Matters Your prospect didn't show up to be entertained or to be bored. When you give them an experience they didn't expect, you separate yourself from every competitor running the same tired deck. You become memorable. You become relevant. You become human. The pitch that feels risky is usually the one that wins. The personal story. The direct question. The willingness to have a real conversation. Because the alternative is being forgotten the moment you leave the room, no matter how many slides you showed. Want to take your pitch from forgettable to unforgettable? Download the FREE A.C.E.D. Buyer Style Playbook, which shows you exactly how to read your buyers, adapt your approach, and turn every conversation into a deal-closing opportunity.

In this episode of The Way We See It, Pastor Alex Bryant uncovers a powerful leadership truth that plays out over and over in Scripture—everything is a test, even when you don't realize it. From Adam and Eve in the garden to Cain's unchecked anger, Saul's impatience, David's discipline, Gideon's downsized army, Rebekah's work ethic, the Rechabites' convictions, and the integrity test faced by Ananias and Sapphira, the Bible is filled with quiet moments that exposed character under pressure. These weren't dramatic moral crossroads. They were ordinary decisions made during times of stress, waiting, opportunity, emotion, or relief. Pastor Alex challenges us to recognize that leaders usually don't fall in a single moment. They fall in a series of small compromises that seem justifiable in the moment. Learning to see these hidden tests may be the key to lasting impact and long-term faithfulness. #TWWSI, #LeadershipTest, #HiddenTests, #CharacterUnderPressure, #FaithfulLeadership, #SpiritualGrowth, #BibleLessons, #TestedAndProven, #EveryDecisionMatters, #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 of The Way We See It, we break down what actually happened in Venezuela, why it happened, and why the reaction has been so intense. We examine the collapse of the country under Nicolás Maduro, his illegitimacy, corruption, ties to drug trafficking, and the use of military force to stay in power, while highlighting the strength and precision of the U.S. military response. We also address the backlash, why Democrats are calling the action illegal despite historical precedent, and why Republicans and many Venezuelans view it as necessary and overdue. We close by looking ahead at Donald Trump's plan moving forward and what this moment means for stability, accountability, and leadership on the world stage. #TheWayWeSeeIt #Venezuela #WorldAffairs #ForeignPolicy #Leadership #PowerAndPolitics #Accountability #GlobalSecurity 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.  

Most B2B brands think growth comes from turning everything up: more campaigns, more hustle, more competitive swagger. But the brands people actually follow know when to slow down, tune out the noise, and get real.That's the unexpected lesson of KPop Demon Hunters, a movie that uses K-pop stardom, rivalry, and emotional honesty to show what makes an audience stay loyal. In this episode, we break down his marketing lessons with the help of our special guest Ray Lin, Fractional Head of Marketing.Together, we explore what B2B marketers can learn from pacing for quality, standing for something bigger than the rivalry, and making vulnerability a trust engine that drives demand.About our guest, Ray LinRay Lin is a mission-driven marketing leader who turns messy funnels into clean revenue. Over 13+ years across SaaS, marketplaces, and wellness tech, he's built demand gen and ABM machines that actually align with sales—and he's unapologetically pro-AI when it lifts both creativity and efficiency.A Bay Area native and former sports writer turned “accidental but strategic marketer,” Ray believes great marketing is H2H—human to human—before it's ever B2B. He's led and rolled up his sleeves across demand gen, digital, ABM, field, performance, growth, content, product marketing, and lifecycle CRM, with 8+ years inside B2B2C marketplaces like Grubhub, Wellhub and SeatGeek.If your pipeline's leaky, your teams are siloed, or “content” isn't moving deals, Ray's the marketing leader who fixes the system, centers the customer, and gets momentum back on the scoreboard.What B2B Companies Can Learn From KPop Demon Hunters:Work smarter, not harder. KPop Demon Hunters shows that momentum dies when you confuse output with impact. Ray pulls a direct B2B parallel: “one of the lessons that come from Golden is working smarter, not harder… [Marketers] a lot think that extra 10 attempts at ad creative or 10 extra emails that you queue up in your CRM are gonna make all the difference. When in reality, it's about quality, not quantity.” For B2B, this movie is your warning label: speed without intention burns out the team and blurs the story. Make fewer bets, make them sharper, and give your work room to land.Compete with conviction, not contempt. The movie's diss track, Takedown, is a trap: when your identity becomes anti-them, you shrink your own story. Ray says it plainly: “Don't let competitive obsession poison your well.” The point isn't to never compete, it's how you compete. If your positioning is mostly about your rival, you've already let them write your narrative. Lead with what you stand for, and you won't need a villain to feel heroic.Let vulnerability be your differentiator. The movie's emotional turn lands because the heroes stop performing perfection and start telling the truth. That's the B2B move too: honesty travels farther than polish. Ray says, “ The power of vulnerability and transparency… can really skyrocket a B2B brand.” In B2B, authenticity isn't a vibe, it's a trust engine. Build a brand worth believing in.Quote“Always be ready. You don't know what's gonna be a hit and what's not going to. And when it does happen, know how to capitalize on it. And the multiple prongs, the octopus of this behemoth that is KPop Demon Hunters, I think, is that it has all these tentacles… [and] is what makes it so powerful. You can't plan for the success of one tentacle without thinking at least about the others.”Time Stamps[00:55] Meet Ray Lin, Fractional Head of Marketing[02:15] Why KPop Demon Hunters?[05:10] Role of a Fractional Head of Marketing[06:20] Behind the Scenes of KPop Demon Hunters[16:00] B2B Marketing Lessons from KPop Demon Hunters[27:00] High Concept Storytelling in Media[40:57] Final Thoughts and TakeawaysLinksConnect with Ray on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.