Podcasts about buyer centric revenue

*listeners: please fill out this short 3-min. survey to help me level up the show! https://forms.gle/iporNXSgtfuoHSPJA In this episode I'm getting interviewed by Nelson Gilliat (Founder of the Marketing-Led Growth™️ movement and community modernizing and liberating B2B from Sales-Led Growth from the 1980s). Nelson wrote a book called Marketing-Led Growth via the Buyer Centric Revenue Model. He's been advocating for a more Modern B2B Marketing and Sales model built for today, not 40 years ago. Main topics we cover: First I put my B2B buyer flip flops on to talk about the kind of buyer experience I enjoy (vs. don't enjoy); Then I put my on my Marketing hat and we talk about what's broken with the system today; We also talk about proper, modern, non-spam marketing (which I love). Check out his website: www.buyercentricrevenue.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you'll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also connect with me on LinkedIn: www.linkedin.com/in/annafurmanov --- Send in a voice message: https://anchor.fm/anna-furmanov/message

Tara Robertson is Sr. Demand Gen Manager @ Chili Piper, a Marketing software company for demo request qualification, routing, and scheduling. She is the host of the show “Demand Gen Chat". She and CP help companies achieve MLG via proper, modern, non-spam marketing. Tara dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

George Thomas is the Founder of HubSpot Helper, a Marketing agency for HubSpot (consulting, implementation, training etc). He helps companies achieve MLG via proper, modern, non-spam marketing. He is the creator of the HubEd Helper YouTube channel, the HubEd Helper podcast, and the HubEd Helper blog. George dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Ognjen Boskovic is the Growth Lead at CXL, a Marketing training company where the top 1% of Marketers are teacher. He helps companies achieve MLG via proper, modern, non-spam marketing. Ognjen dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Andy Mowat, the Co-Founder and CEO of Gated, a free email spam filter (“Noise-canceling headphones for email”) so you can focus and be productive. I am a big fan of Gated and proud to be an advisor. Andy is the host of the “Finding Focus” show. Andy dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Alice Heiman is the Founder of Alice Heiman LLC, a Sales consultancy since 1997. Before that, she worked for her parents at the famous Sales training company, Miller Heiman. Alice helps companies achieve MLG via proper, modern, non-spam Sales. She is the host of the show “Sales Talk for CEOs” Alice dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales to help to a smaller extent ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Anna Furmanov is the Founder of Furmanov Consulting, a Marketing consultancy. She helps companies achieve MLG via proper, modern, non-spam marketing. She is the host of the show “Modern Startup Marketing” Anna dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales to help to a small extent ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Mark Colgan is the Co-Founder & CEO of Speak on Podcasts, a guest-podcast booking agency. He helps companies achieve MLG via proper, modern, non-spam marketing. Mark dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Jorge Soto is the Head of Content/Community/Partnerships at Reprise, a software company for interactive product demos/tours on the website to enable buyers to self-serve a custom demo. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “The Product-Led Revenue Show” and "Demo Diaries". Jorge dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Tim Davidson is the Sr. Director of Marketing at Directive, a Marketing agency. He helps companies achieve MLG via proper, modern, non-spam marketing. Tim dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Alex Theuma is the Founder of SaaStock, a community helping SaaS founders scale to $10M ARR by connecting them with financing, industry experts, and peers. SaaSstock runs physical and virtual conferences, a virtual community, and produces educational content like workshops and a podcast. This year's SaaSstock conference will be in Dublin on October 17th. Alex is the host of “The SaaS Revolution Show”, where he interviews Founders to share their stories and lessons. SaaStock achieves MLG via proper, modern, non-spam marketing. Alex dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Mike Grinberg is the Founder of Proofpoint Marketing, a Marketing agency. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “Master Marketer”. Mike dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Noam Horenczyk is the Head of Partnerships at Walnut.io, a software company for interactive product demos/tours on the website to enable buyers to self-serve a custom demo 24/7. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the Executive Member of Partnerships Leaders, an invite-only community of partnership leaders. Noam dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Declan Mulkeen is the CMO of StrategicABM, a Marketing agency. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “Let's talk ABM” Declan dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Sarah McConnell is the VP of Demand Gen at Qualified, software to identify website visitors, chatbot and live chat---specifically for companies that use Salesforce. She helps companies achieve MLG via proper, modern, non-spam marketing. Sarah dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Kap Chatfield is the Founder of Rveal Media, a podcast agency. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “B2B Podcasting” Kap dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Warren Zenna is the Founder & CEO of The CRO Collective, a Sales consultancy, training program, and community that helps CROs succeed. He is the host of the “CRO Spotlight” show Warren dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Ryan Paul Gibson is the Founder of Content Lift, a Marketing agency to help run customer research interviews that don't suck. He helps companies achieve MLG via proper, modern, non-spam Sales. He is the host of the show “Find My Catalyst” Ryan dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

James Gilbert is the CMO of RedRoute, a Customer Service software company. He helps companies achieve MLG via proper, modern, non-spam Sales. He is the host of the show “Spamming Zero” James dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Mike Simmons is the Founder of Catalyst Sale, a Sales consultancy. He helps companies achieve MLG via proper, modern, non-spam Sales. He is the host of the show “Find My Catalyst” Mike dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Matt Paige is the VP of Marketing at Hatchworks, a software development agency with 80 employees. He helps companies achieve MLG via proper, modern, non-spam marketing. Matt dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Scott Marker is the author of "Broken: How to Fix B2B Sales, Drive Profitable Growth & Win". Scott is also a Sales consultant and franchise owner. He helps companies achieve MLG via proper, modern, non-spam Sales. Scott dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Lisa Sharapata is a CMO. She has held various Marketing leadership roles at companies like BoostUp.ai, MindTickle, and 6Sense. She helps companies achieve MLG via proper, modern, non-spam marketing. She is also a Board Member at Peak Community. Lisa dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Janelle Amos, is the Founder at Elevate Growth, a Marketing agency helping companies achieve MLG via proper, modern, non-spam marketing. She is the host of the show “Demand Gen Made Simple” Janelle dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Jason Widup, is the VP of Marketing at Metadata.io, a Marketing software company for LinkedIn-like ad targeting on Facebook, with 170 employees. He helps Metadata.io generate demand via proper, modern, non-spam marketing. To a sizable extent, Metadata.io is an example of MLG. Their MLG efforts are highlighted in the book. Jason dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, texting, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Jon Selig, is the Founder of "Comedy Writing for Revenue Teams", a B2B Marketing agency specializing in funny marketing. He helps companies generate affinity and demand with proper, modern, FUNNY, non-spam marketing. Jon dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales for complex/high pricing ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Karl Yeh, is the Sr. Demand Gen Manager at Benevity, an HR software company with 1K employees. He helps Benevity generate demand via proper, modern, non-spam marketing. He's a big believer in “adapt or die” which is befitting given that companies need to adapt Marketing-Led Growth or stay stuck in the 1980's with Sales-Led Growth Karl dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

Laura Erdem, Marketer and Seller at Dreamdata.io, a Marketing software company for attribution, which can help expose Sales Development and shine a light on Marketing. You might assume from all her amazing social media marketing that she is in Marketing, but she's actually in Sales as an Account Executive. She generates all her leads from LinkedIn social media marketing. She's a great example of proper, modern, non-spam marketing. Laura dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Fernando Amaral, CMO at Rydoo, an expense management software company with 220 employees. He was the host of the “Ungated Marketing” show. Fernando was originally a Computer Science Engineer, but has been working in Marketing for over 20 years. Fernando dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Travis Scott, Marketing and Revenue Ops Consultant at Gravity Global, a Marketing agency. He specializes in helping companies use tech. He is the host of not one but two shows: “The Marketing Unboxed Podcast” which he had me on, as well as “The Winding Road podcast”. He is a fellow author, and his book is called “Think Differently: How Recruitment Marketing Gets You Noticed Above the Noise”. Travis dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

I've been interviewing cybersecurity buyers about why and how they buy for 4 months. The tables have turned. Nelson Gilliat, host of The Buyer Centric Revenue Model Podcast asked me how and why I buy. In this episode of Audience 1st, Nick digs in deep to understand: The methods that get me to look at a vendor or solution. Platforms I trust to learn about new vendors or solutions. How I learn about and research vendors. The % I take a demo from marketing promotions. The % split preference for getting information from marketing versus sales. The preference for working with one salesperson versus multiple salespeople. What turns me off and causes me to tune out. And more! Check out the Buyer Centric Revenue Model: https://www.linkedin.com/company/buyer-centric-revenue-model/ Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/

Obaid Durrani is the Head of Organic Social at KlientBoost, a Marketing agency helping companies do proper, modern, non-spam marketing. Obaid dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales to customize complex product ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Jesse Ouellette is the Founder of Lead Magic, a Marketing and Sales software company to primarily reveal website visitors. Jesse dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, Product Hunt (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales for Legal/Security etc ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Camille Trent is the Head of Content at Dooly, a Sales software company for sellers to take meeting notes and automatically push them to Salesforce, as well as manage their pipeline. 100 employees, Series B. Camille dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers, Google, consultants, agencies, review sites, and on website (tks to Marketing) with option for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Liam Bartholomew is the Global Director of Demand Gen at Cognism, a Marketing and Sales software company primarily for contact info. 370 employees, Series C. Liam dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers, review sites, ex-users, and on website (tks to Marketing) with option for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events

Jay Desai is the Head of Marketing at Captivate Talent, a B2B talent agency for Sales, Marketing, and Customer Success. Jay dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Dan Pfister is the Founder at WinBack Labs a Marketing consultancy to help companies do proper, modern, non-spam marketing via win-back campaigns (remarketing to churned customer accounts). Dan is the host of "WinBack Marketing" show. Dan dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers, YouTube, website (tks to Marketing) with option for Sales for complex product ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development)

MJ Peters, VP Marketing at CoLab, a manufacturing software company with 90 employees, Series A. Prior to that MJ was the VP of Growth at Refine Labs, a B2B Marketing agency. MJ dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam unless it's highly relevant and personalized (Sales Development), gated content and SEO blogs

Dani Woolf is the Director of Demand Gen at Cybersixgill, a cybersecurity software company with 120 employees, Series B. Dani is the host of "Audience 1st" show. Dani dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events

Mikhail Myzgin is the VP Marketing at Slice, a B2B manufacturing company (not SaaS). Mikhail dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website (tks to Marketing) then Sales to customize complex product ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), biased comparisons

Kevin Mulrane is Founder and CRO of The Revenue Standard, a Sales consultancy for Founders/startups. He is the host of "Addicted to Growth" show. Kevin dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers; WEBSITE for product tour/pricing/trial/case studies; Youtube for tutorials (tks to Marketing) and then Sales to customize complex products/use cases, tech q's, comparison ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Stefan Repin is a Fractional CMO for companies with long sales cycles and ACVs over $5K, helping them do proper, modern, non-spam marketing. Stefan dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, Google, G2 (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website for pricing/trial/use cases (tks to Marketing) then Sales need be to customize complex product ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), vague language/hidden pricing on website

Brian Cohen is the Director of Demand Gen for Cognigy, a Customer Service chatbot software with 150 employees, Series B. He also consults companies with at least $10M ARR and ACV of at least $25K. Brian dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers, G2, website for pricing/use cases (tks to Marketing) then Sales for technical info can't get on website ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Scott Vaughan is a CMO and GTM consultant for high growth companies. He is a member of the Gartner CMO Marketing Council. He is a frequent write and speak on Marketing, and has been a Marketing leader since before I was born. Scott dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website (tks to Marketing), his team, Google, then Sales to customize complex products/use cases + pricing ❌Turn off + tune out: telemarketing, email and LinkedIn spam that isn't relevant or personalized (Sales Development)

Elena Iordache Stoica is the Head of Growth at Stoica.co, a B2B Marketing agency for website and HubSpot. She is the host of "Value-Driven Marketing" show. Elena dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex product ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Dan Sanchez is the Director of Growth at Sweet Fish Media, a B2B podcasting agency. He is the co-host of "B2B Growth" show and the host of "Attention Podcast". Dan dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex products/use cases, tech/detailed q's ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Jessie Lizak is the CMO of BDEX (Contact info for B2C) and co-host of Whiskey Wednesday. Jessie dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website (tks to Marketing), then Sales to customize complex products/use cases ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Taylor Wells is the Sr. Director of Demand Gen at Botkeeper, an accounting software company with 300 employees and Series C. Taylor dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers and website (tks to Marketing) then Sales to customize complex products/use cases ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

Gaetano DiNardi is a proven Growth Marketing leader, expert, and teacher. Former VP Marketing at Sales Hacker, VP Growth at Aura, Head of Growth and Demand Gen at Nextiva. Co-host of Demand Gen Live with Chris Walker for many moons. He is also a Growth advisor to startups. Gaetano dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via peers, website, YouTube (tks to Marketing) then Sales to customize complex product ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), display ads, YouTube pre-roll, sponsored webinars and gated content (for Sales Development spam)

Mark Evans is a Fractional CMO and Founder of Marketing Spark, helping companies (primarily < $5M ARR, no Marketing, no website, little demand or awareness) do proper, modern, non-spam Marketing. He is the host of the show "Marketing Spark" Mark Evans dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social (LinkedIn)/communities/networking (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via WEBSITE including pricing, review sites (tks to Marketing) and then Sales for complex product to customize/use case, implement, succeed ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn't want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

David Kirkdorffer is a Fractional CMO, helping companies (primarily w/50-150 employees) do proper, modern, non-spam Marketing. David dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast + research analyst firms (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via WEBSITE, pricing/demo/use cases (tks to Marketing) and then Sales to customize complex products, pricey, org-wide rollout ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn't want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

Mateo Elvira is Founder and CMO of Elvira Media, a Marketing agency for video for social media. He is the host of "EdTech Marketing Post" show. Mateo dons B2B SaaS buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social (e.g., Instagram, Tik Tok, LinkedIn)/communities/networking (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via WEBSITE incl pricing, review sites (tks to Marketing) and then Sales for complex product to customize/use case, implement, succeed ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn't want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

Jason Myers is a Marketing and Sales leader at Austin Lawrence Group, a Marketing agency helping companies do proper, modern, non-spam Marketing. He is the co-host of "SaaS Backwards" show where they interview CEOs and CMOs Jason dons the B2B buyer's flip flops to share his buying preferences for Marketing and Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via WEBSITE (tks to Marketing) and then Sales to customize complex products ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn't want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

Yaagneshwaran Ganesh is a Marketing leader at Avoma, a Sales software company for "conversation intelligence" or "revenue Intelligence" (i.e. AI-generated note-taking for meetings with buyers) for companies with 50 Sales/CS reps. He is the host of "ABM Conversations" show, author of 8 books, and a Marketing expert. Yaagneshwaran dons the B2B buyer's flip flops to share his buying preferences for Marketing and Sales: ✅aware of vendors 99% via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing's influence on peers) ✅learn about vendors via WEBSITE, where he can try product + request help from Sales need be (tks to Marketing) ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn't want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

Mason Cosby is a Marketing leader at Gravity Global, a Marketing agency, which helps global companies with at least $20M ARR do proper, modern, non-spam Marketing. He is also the host of "The Marketing Ladder". Mason shares his buying preferences, his ideal Marketing and Sales model, and the extent of his preference for The Buyer Centric Revenue Model vs. current outdated Sales-led model from 1980's: Marketing-led vs. Sales-led = 85% Marketing-led Marketing vs. Sales Development = 75% Marketing *caveat that Sales Development are subject matter experts creating content and not telemarketing (so actually Marketing!) Full Sales vs. Sales Assembly Line = 100% Full Sales *of course a seller can occasionally loop in others need be (CEO to bend rules and impress, Product for technical stuff, other sellers for some missing expertise) Full Salary Plus Bonus vs. Commission = 100% Full Salary + bonus Buyer Centric Revenue Model vs. Predictable Revenue Model = BCR! **Sorry for speaking so much on this episode. New format, will be better next time. Adopt the MODERN Marketing and Sales model built for TODAY, not 20 years ago: The Buyer Centric Revenue Model. Join the movement modernizing and liberating B2B. Better growth playbook, competitive advantage, more productive and fulfilling careers. Implement the model by taking the proposed "analyze > business case > experiment > gradual transition" approach To learn more about the model, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the movement and the vanguard of progress in a Slack forum/community to discuss the REAL problems and implement the solutions. Connect, learn, ask, teach, hire/get hired. Live Q&A Thurs at 1pm PST. Sign up https://www.buyercentricrevenue.com/

Josh Wagner is a Marketing and Sales leader at Shift Paradigm, which helps big companies do proper, modern, non-spam Marketing. He is the host of "Love Selling, Hate Sales". Josh shares his buying preferences, his ideal Marketing and Sales model, and the extent of his preference for The Buyer Centric Revenue Model vs. current outdated Sales-led model from 1980's: Marketing-led vs. Sales-led = 50%-50% Marketing vs. Sales Development = 90%-10% Full Sales vs. Sales Assembly Line = Full Sales Full Salary Plus Bonus vs. Commission = Full Salary Plus Bonus (*From the buyer's shoes. He's not sure whether it would benefit commissioned sellers that help with large deals) Buyer Centric Revenue Model vs. Predictable Revenue Model = Buyer Centric Revenue Model (*PR outdated, contradicts modern buyer preferences) Adopt the MODERN Marketing and Sales model built for TODAY, not 20 years ago: The Buyer Centric Revenue Model. Join the movement modernizing and liberating B2B. Better growth playbook, competitive advantage, more productive and fulfilling careers. Implement the model by taking the proposed "analyze > business case > experiment > gradual transition" approach To learn more about the model, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the movement and the vanguard of progress in a Slack forum/community to discuss the REAL problems and implement the solutions. Connect, learn, ask, teach, hire/get hired. Live Q&A Thurs at 1pm PST. Sign up https://www.buyercentricrevenue.com/

Join the positive movement liberating and modernizing B2B Marketing and Sales. Join The Buyer Centric Revenue Model community.Join forward-thinking peers in discussing and implementing the MODERN B2B Marketing and Sales model built for TODAY, not 20 years ago: The Buyer Centric Revenue Model. Head to BuyerCentricRevenue.com to sign up. Achieve a better growth playbook: more, faster, easier, for less. Obtain a massive competitive advantage, attracting top talent and buyers alike. Enjoy more productive and fulfilling Marketing and Sales careers Early adopters will help shape the movement and enjoy the biggest competitive advantage. The most productive and fulfilled marketers and sellers. The best Marketing and Sales teams. The best companies. Enjoy insights, data, best practices, resources, and jobs. Learn, ask, and connect. Access preferred Marketing and Sales resources such as agencies, tech vendors, and consultants. Get hired by like-minded companies, or hire like-minded talent. Attend weekly ZOOM discussions on different topics with Q&A. Everyone is welcome: Marketing, Sales, Sales Development, Ops, Founders, thought leaders, and investors. However, the ICP for the movement is marketers. Marketers largely are, have been, and will continue to be the vanguard of progress. Sales is largely fighting a rearguard action against modernization to preserve these bad practices. Join the movement and the community. Sign up today. To learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, and audiobook.

Marketing can and should exclusively generate and qualify leads for Sales via proper, non-spam marketing. To generate real leads, which are website demo requests. Those are the leads that Sales wants. That's how you actually get proper pipeline, revenue, growth, profit, reputation, word of mouth, awareness, demand, conversion, expansion, retention, loyalty, advocacy, market share. Sales does not want junk leads from Sales Development. Sales does not want premature buyers that are just kicking tires to get information they should have gotten from Marketing. Marketing will charm buyers, and before buyers have a chance to request a demo on the website, Sales Development will “pro-actively” spam buyers to turn some buyers off and push some buyers prematurely to Sales. Marketing can automatically qualify website demo requests with a few form questions, and then enable qualified buyers to book a time directly from a seller's calendar. Proper, non-spam marketing includes: content, social, ads, events, co-marketing, influencer, partner, referral, affiliate, community, networking, sponsorships, website, buyer self-service to the extent possible and desired, in-product marketing, advisory board, customer marketing, market research interviews, remarketing to previous buyers that changed jobs, remarketing to previous buyers that spoke to Sales but didn't buy for a reason that has changed (recycle campaigns). Gradually repurpose SD into Marketing. Compare SD to Marketing, instead of blending, to expose the harm. Compare the leads from SD to Marketing's website demo requests via historical CRM data going back 12-24 months. Compare against real marketing goals and metrics: profit, revenue, CAC, CAC Payback, Win Rate, Sales Cycle, ACV, Churn, Customer Lifetime Value, conversion rates throughout the funnel, # customers, # opportunities, $ amount of opportunities. Gauge growth rates and trends. etc. Analyze the hard cost of SD vs. Marketing: salary, benefits, tools. Include management and leadership. What's the budget? Analyze what % of Marketing's resources is wasted on having to support SD with gated content, to capture contact information of uninterested buyers (MQLs), and then prioritize that contact information of uninterested buyers (“lead” scoring, “lead” intent). Those aren't leads, a real lead is a website demo request, they just dress it up so it's easier to swallow. Analyze internal talent metrics across turnover, tenure, goal attainment, and job satisfaction on 1-5 basis. SD suffers high turnover (39%), low tenure (14 months), low productivity (11 months because tenure minus 3 months of ramp), and low performance (48% meeting booked quota attainment)Then get qualitative data by asking buyers how they heard about you on the demo form, from Sales on the first call, and in interviews. Find out what extent Marketing influenced them vs. SD. Chances are: Marketing influenced them positively and SD negatively. SD hides behind Marketing and rides off of Marketing's coattails. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Join The Buyer Centric Revenue Model community to discuss and implement the Buyer Centric Revenue model. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Live Q&A on Thursdays at 1pm PST. Head to BuyerCentricRevenue.com to sign up. Get started on implementing The Buyer Centric Revenue Model by taking the proposed "analyze > business case > experiment > gradual transition" approach outlined in the book.

Interview with Travis Scott, Founder of RainierDigital, a Marketing and Sales Ops consultancy, on their show: "Marketing Unboxed". Travis is helping B2B companies do proper, non-spam marketing, via the tech stack, especially HubSpot implementation and training. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Join The Buyer Centric Revenue Model community to discuss and implement the Buyer Centric Revenue model. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Live Q&A on Thursdays at 1pm PST. Head to BuyerCentricRevenue.com to sign up. Get started on implementing The Buyer Centric Revenue Model by taking the proposed "analyze > business case > experiment > gradual transition" approach outlined in the book. To learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, and audiobook.

Found the original recording. Shorter and probably better than the first episode version. Besides, a marketer never lets good content go to waste. Repurpose all day baby. Enjoy! Get started on implementing The Buyer Centric Revenue Model by making the business case for the experiments to prove it and achieve a gradual transition. Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up. If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It's available on Amazon in ebook, paperback, and audiobook.

Sales Development does prospecting, or spam, full-time. They have a constant high volume of highly accurate contact information of uninterested buyers (MQLs) at their disposal. MQLs are prioritized for them (Lead Scoring, Lead Intent) so Marketing “warms up” buyers before SDRs spam them. SDRs make their spam personal to the recipient to decrease the likelihood that it is ignored and rejected (Personalization). SDRs use a myriad of prospecting automation software. Sales Development has 20+ years of all the know-how, best practices, training, coaching, increased compensation, and a million other resources poured into it. If Sales Development is the alleged holy grail to predictable pipeline and revenue, surely Sales Development must be crushing it, right? How are they performing today and how profitable are they? Do they do more harm than good? Sales Development suffers 39% turnover, 14 months tenure, 11 months productivity, 48% meeting booked quota attainment, and low job satisfaction. 83% of SDR teams missed their quota in 2019. From 2016 to 2018, there was a 32% increase in SDR performance challenges, a 54% increase in SDR motivation challenges, and an 83% increase in SDR retention challenges. In a 2021 study surveying 840 companies, only 18% of SDR teams are hitting meeting quota, with 53% reporting they are way off. According to another dataset by Pavilion (formerly Revenue Collective), the average performance of SDRs-turned-AE's is even lower, with 22% quota attainment. Sales Development is time, capital, and labor intensive. The obvious direct cost of a single SDR can exceed $130K. Then there's management and leadership. Plus, all the time and effort that goes into the construction and maintenance of Sales Development: goals and metrics, budgets and headcounts, operations, recruiting, onboarding, training, managing, tools, team structure, playbooks, compensation, rules of engagement, lead routing etc. High turnover, low tenure, low productivity, and low performance are not typically factored into the cost and harm of an SDR. Nor are any of the other unobvious indirect cost like: turning buyers off, pushing premature buyers to Sales, Sales triaging bad leads, Marketing counteracted and crowded out, damaging your company reputation and word of mouth--your most important Marketing assets. Nor is the opportunity cost of not further pursuing proper, non spam Marketing. High turnover and low tenure is incredibly costly, as the company loses profit on employees. High turnover results in decreased productivity and retention among remaining SDRs, and increased costs for backfilling new SDRs. A revolving door on the SDR team is a vicious cycle. Morale drops and productivity decreases, resulting in more turnover. The total cost of losing an employee can range from 1.5X-2X their annual salary. Get started on implementing the Buyer Centric Revenue model by making the business case for the experiments to prove it and achieve a gradual transition. Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up. If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It's available on Amazon in ebook, paperback, and audiobook.

Recent economic headwinds accelerate progress that should have happened before--just like in Covid. The extent companies are running on the unnecessary and harmful Marketing and Sales practices, is the extent that the harm to growth and profit has become more visible and more painful--especially when the competition has a better Marketing and Sales engine. Companies that have a proper Marketing and Sales engine have a competitive advantage in not only playing defense, but also offense: growing, profiting, attracting buyers and talent alike, further investing in the company's growth, gaining market share etc. Headwinds weed out the companies that should have fixed the roof when the sun is shining, but are now forced to weather the storm ill-prepared. Now such companies are forced to tighten the belt and be smarter with their Marketing and Sales resources to get the most ROI. They are rethinking their GTM. Things will rebound, but it won't be the first or last headwinds. Set your company up for success in both headwinds and tailwinds. The best time to to plant a tree was 20 years ago. Get started on implementing the Buyer Centric Revenue model by making the business case for the experiments to prove it and achieve a gradual transition. Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up. If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It's available on Amazon in ebook, paperback, and audiobook. Get started today and

Data across 30 SaaS companies comparing prospecting leads to Marketing's website demo requests shows that prospecting has a 5X higher cost-per-acquisition (CAC), a 3-5 year CAC payback period compared to 9-12 months for Marketing, and a lower Sales win rate of 2%-10% versus Marketing's 20%-30%. Sales would need 10-50 demos from prospecting to win 1 deal, versus 3-5 demos from Marketing. Another dataset across 15 SaaS companies shows that prospecting leads have a 0.1% conversion rate to revenue versus 4%-12% for Marketing's website demo requests. Companies like Cognism and Saleswhale have compared Sales Development to Marketing and have exposed how lousy Sales Development is relative to proper Marketing. Prospecting turns buyers off and pushes premature buyers to Sales, resulting in fewer good leads, and more bad leads. Prospecting results in lower win rates, higher sales cycles, higher CAC, a bloated Sales org triaging bad leads, misalignment between Marketing and Sales, a damaged company reputation, and decreased word of mouth. Sales' suffering 28% turnover, 29 months tenure, 25 months productivity, and 65% quota attainment. Another dataset across 150K sellers, 11K companies, in 82 countries, shows 11 months tenure and 54% quota attainment. Sales Development, whose job it is to do prospecting full-time, suffer 39% turnover, 14 months tenure, 11 months productivity, 48% meeting booked quota attainment, and low job satisfaction. Prospecting is time, capital, and labor intensive. The obvious direct cost of a single SDR can exceed $130K. Then there's management and leadership. Plus, all the time and effort that goes into the construction and maintenance of prospecting. Goals and metrics, budgets and headcounts, operations, recruiting, onboarding, training, managing, tools, team structure, playbooks, compensation, rules of engagement, lead routing, turnover. High turnover, low tenure, low productivity, and low performance are not typically factored into the cost and harm of an SDR. Nor are any of the other hidden costs of prospecting, like turning off buyers and damaging your company reputation. Nor is the opportunity cost of not further pursuing proper marketing. Prospecting is the primary source of misalignment between Marketing and Sales. Marketing hits their MQL target, Sales Development “crushes” their meeting quota, and Sales gets caught holding the bag, missing their revenue quota. Prospecting is likely one of the biggest reasons why, despite all the advances in marketing software and know-how, 60% of marketers surveyed by HubSpot in 2020 said that their cost-per-acquisition (CAC) has increased since 2017. The harm of prospecting likely plays a sizable factor to the low and ever-shrinking tenure of Marketing and Sales leaders, which sits under 20 months. Get started on implementing the Buyer Centric Revenue model by making the business case for the experiments to prove it and achieve a gradual transition. Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up. If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It's available on Amazon in ebook, paperback, and audiobook.

What is the Buyer Centric Revenue Model? Why should it be the modern B2B Marketing and Sales model? What does it challenge? What are the benefits of adopting it? How can you adopt it? What are the challenges to adopting it and how can you overcome them? Get started on making the business case for the experiments to prove it and achieve a gradual transition. Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up. If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It's available on Amazon in ebook, paperback, and audiobook.

Sales Development does prospecting, which is code for spam. Prospecting is a marketing strategy to generate and qualify leads for Sales via door knocking, telemarketing, texting, emailing, LinkedIn direct messages, physical mail, and bribery via gift cards. A type of marketing activity, not sales. Originated in the pre-internet era when Marketing lacked as much ability to communicate with buyers and to connect buyers with Sales. Rather than Marketing bringing buyers to Sales, Sales would go out to buyers to try to sell to people that haven't requested their help. Basically, Sales operating in the absence of Marketing. Given the low probability of prospecting to produce any results whatsoever, it must be done constantly, in large quantities, and predictably to amount to anything. Yet given the undesirable, time-consuming, and fruitless nature of prospecting, sellers were unable and unwilling to do prospecting part-time in addition to their actual sales job. Therefore, in the late 90's and early 2000s, prospecting was specialized so it could be done full-time via Sales Development. Prospecting is the purpose of Sales Development. Prospecting remains the core B2B Marketing strategy today, consuming significant marketing resources. Prospecting is sometimes referred to as “Outbound Sales” or “Outbound”. Prospecting has been replaced by modern, non-spam Marketing. Sales Development turns buyers off and pushes some buyers prematurely to Sales. These premature buyers, or non-Sales ready leads, are typically not well-informed, and are just exploring (“just browsing” or “kicking the tires”) out of curiosity rather than seriously thinking about purchasing. Premature buyers are less likely to buy, buy as fast, buy as much, or at a better acquisition cost than buyers who are properly marketed to and request Sales' help. Because of Sales Development, Sales gets a lower quantity of good leads, and a higher quantity of bad leads. This harms Sales, resulting in lower win rates, higher sales cycles, higher customer-acquisition-costs (CAC), and a bloated Sales org that triages bad leads. Proper marketing avoids wasting Sales' time, connecting Sales with qualified buyers that request Sales' help, are well-informed, and in buy-mode. Proper marketing generates Sales-ready leads. These are the buyers that Sales loves, the “hot leads” or “layups”. Sales doesn't want premature buyers that are “just-browsing”, especially when buyers can get information easily from Marketing on the website and from peers. Marketing is harmed by Sales Development: preempted, handcuffed, crowded out, and counteracted Sales Development, or spam, contradicts modern marketing and buyer preferences. Buyers do not want or expect spam, but proper marketing. Buyers are avoiding, rejecting, and getting turned off by Sales Development more than ever before. Get started on implementing the Buyer Centric Revenue model by making the business case for the experiments to prove it and achieve a gradual transition. Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up. If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It's available on Amazon in ebook, paperback, and audiobook.

The traditional revenue motion see the customer flow from marketing to sales to success, with their needs at each stage being specially handled by those best equipped to handle them. But how sure are you that they are all still the best fit for the need? In this episode of the CRO Spotlight, Warren is joined by Nelson Gilliat, author of The Death of the SDR: And the Birth of Buyer Centric Revenue. Warren and Nelson explore what's broken with the status quo selling motion, how it originated, why it broke, and where you should start if you're ready to pivot your revenue model.

B2B marketing is broken. That's the main premise of Nelson Gilliat's book—and it's not the only controversial thing he shares in this episode. The way we've done B2B marketing for decades just isn't working anymore. And while it's uncomfortable jumping into uncharted territory, businesses have to adapt if they want to survive and thrive in this new world. In this episode of B2B Podcasting, Kap sits down with Nelson Gilliat, author of “Death of the SDR and the Birth of Buyer Centric Revenue”. Together they discuss how outdated strategies are limiting companies' growth—and what you can change today if you find yourself in that position. Marketers and business owners: you don't want to miss this. Main Takeaways:

Nelson Gilliat is the author of the book called The Death of the SDR: Birth of Buyer Centric Revenue. He is also a Demand Generation Manager at Centerbase, a practice management software provider to law firms. Nelson proposes the Buyer Centric Revenue model as an alternative to help marketers and sellers have more productive and fulfilling careers while helping companies grow better: more, faster, easier, and at less cost.  In this episode, he shares how we can reduce our sales cycle by 33% and drive growth. Insights he shares include: Why Nelson believes companies are running on outdated modelsHow companies should go about sales prospectingDoes Nelson's sales prospecting plan suggest a model change? If so how do we deal with resistance within the organizationBest ways to get buy-in and build the culture requiredInsights from companies that have made the changeand much much more

First, there was the Death of a Salesman. Now - the Death of the SDR. First, there was the Predictable Revenue Model. Now - the Buyer Centric Revenue Model. Episode 198 features the man behind these new iterations - Nelson Gilliat. Nelson Gilliat is the Author of "Death of the SDR: Birth of Buyer Centric Revenue" and the Creator of Buyer Centric Revenue model - an alternative to Predictable Revenue model.David and Nelson dive right into the ins and outs of the Buyer Centric Revenue Model - and Nelson highlights why modern Sales Development professionals need to know about it. Nelson also goes over why he felt it was important to write his book.Maintaining the spirit of the episode - Nelson provides a “no filter” view on the pitfalls of prospecting and the SDR role as whole. He goes on to explain how the Buyer Centric Revenue Model helps Sales Development professionals make more of an impact.To close out this riveting interview, Nelson provides a definitive statement on being buyer centric. You don't want to miss this!Leave a rating if you enjoy the episode and tell a friend to tune in! The Sales Development Framework: by David Dulany and Kyle Vamvouris, we lay out a proven methodology for running a high performance Sales Development program, now available here in paperback Grab it here: https://www.amazon.com/Sales-Development-Framework-Productive-Program/dp/1736768905/#SDR #BDR #salesdevelopment #tenbound #podcast #sales #marketing #salesengagement #salesenablement #research #prospecting

Sometimes the recipe for a good discussion is to simply pick an important topic, invite two smart people who disagree with each other, and then sit back and listen. Today Paul Stansik, Operating Partner at ParkerGale, is joined by Cory Bray (MD at ClozeLoop) and Nelson Gilliat (Author of Death of the SDR: And the Birth of Buyer Centric Revenue) to talk about how to get prospecting and growth right. In the course of a rousing hourlong debate, Paul, Cory, and Nelson cover the spectrum of opinions on “how to prospect well”, the evolving role of the BDR/SDR, and where sales and marketing teams should focus to maximize their chances for success.

In this episode, Nelson Gilliat, the founder of Buyer Centric Revenue and the author of "The Death of the SDR", joins us to discuss 'how to build a buyer-centric revenue model' Through the episode, Nelson shares his insights on: --> Why the predictable revenue model doesn't work anymore? --> What is the Buyer Centric Revenue model, and how does it compare or contrast with the Predictable Revenue Model? --> Steps for organizations to test the Buyer Centric Revenue model --> The levels of transition in an organization when people adopt the buyer-centric model --> Top 2-3 challenges while transitioning into the buyer-centric model --> Why commission and quota are outdated, and a lot more...