Podcasts about ideal customer profile

In episode 100 of the Branded Bull Podcast, Adam breaks down how your branding, website, and advertising directly impact the type of customers your business attracts. Building off a conversation from Brian's podcast yesterday, this episode dives into why understanding your Ideal Customer Profile (ICP) is critical if you want better leads, higher-value jobs, and long-term growth in the green industry. Important Links: https://www.brandedbull.com/  https://www.instagram.com/brandedbull/ https://www.facebook.com/brandedbullinc https://www.lawntrepreneuracademy.com/ 

I'm back to kick off a brand-new three-part series on a topic that hits home for many: dealing with poor sales performance.I recently heard from a listener I'm calling "Fresh Prince," (not his real name) a salesperson in Lagos who has been struggling to close deals for three months. It happens to the best of us, but as a "business doctor," I know we have to diagnose the system before we can find the cure. In this first part, I'm breaking down three major areas where your sales process might be breaking down:1. Targeting: Are you chasing everyone with a pulse, or are you actually talking to your Ideal Customer Profile? If you're selling roofing sheets to someone who just broke ground on their foundation today, you're way ahead of yourself.2. Advancements: A sale isn't just one big jump; it's a series of mutually agreed-upon next steps. If you aren't securing a commitment for the next meeting or a site visit, you aren't advancing, you're just talking.3. Conversation Frameworks: From building rapport and credibility to using tools like BANT (Budget, Authority, Need, Timeline), you need a roadmap for your conversations so you aren't just "freestyling."Sales isn't magic; its about looking under the hood and fixing what's broken. If you're feeling like Fresh Prince and need a detailed consultation to look at your data and your process, reach out!

What does it take to build a truly iconic brand in South Africa's luxury alcohol industry? In this episode, we sit down with Reagan Clay — a brand strategist who has gone from the halls of St Joseph's College and Rondebosch Boys to managing a prestigious French luxury brand across the entire South African market.Reagan breaks down everything from his early days at British American Tobacco, to why "hyperpersonalisation" is the secret weapon of luxury brands, and why knowing your "Ideal Customer Profile" is the difference between building a brand and shouting into the void.We dive into:

Eitan Koter is joined by Matt Raminick, Founder and CEO of Sunnyside, to talk about what's really going on behind performance marketing numbers.They start with a simple idea, strong ROAS doesn't always mean a healthy business. Matt explains how brands often rely too much on platform data without connecting it back to real revenue and costs.The conversation moves into what to focus on instead, like profitability at the order level, total marketing efficiency, and how to think about acquiring new customers the right way.They also cover a common mistake, pushing too hard for growth without checking if the spend actually makes sense. Matt shares how brands can reset and build a more stable approach.Towards the end, they talk about how much creative is needed today, how fast things move on Meta, and why keeping things simple with tools and data still works best.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter's LinkedIn | Vimmi LinkedIn | YouTube Guest: Matt Raminick, Founder & CEO at SunnysideMatt Raminick's LinkedIn | SunnysideTakeaways:Performance marketing metrics that matterThe importance of diversification in marketing channelsBuilding sustainable and profitable brandsChapters:00:00 Introduction to Sunnyside and Its Unique Approach02:26 Understanding ROAS and Profitability Metrics05:15 The Importance of Customer Acquisition Costs07:49 Net Contribution Margins and Their Impact10:35 Transitioning from Brand to Agency13:33 Creative Strategies in Performance Marketing16:25 Balancing Growth and Profitability18:44 Diversification in Marketing Channels21:28 Tools and Technology for Performance Marketing24:15 Ideal Customer Profile for Sunnyside26:54 Creative Production and AI in Marketing28:35 Conclusion and Final Thoughts

Most companies don't fail because of product, they fail because they never build a clear, repeatable sales system around a problem that actually matters. That shows up early when founders delegate sales too soon, chase broad markets without focus, and struggle to translate technical insight into customer urgency. In this conversation, Lou Shipley brings a career spanning door-to-door selling to leading and teaching at Harvard to break down what separates companies that scale from those that stall. He introduces frameworks like the “problem with the problem” and the “murder board,” while reinforcing a consistent theme: sales is not a downstream function, it is the organizing discipline of the business. For leaders trying to build a high-performance culture or evaluate their next move, this conversation clarifies what to look for and what to avoid. Lou Shipley is a three-time CEO, Harvard Business School professor, and author of Unlikely Entrepreneurs. He has led multiple startups and previously taught sales at MIT. Connect with Lou:  LinkedIn Website Resources mentioned: Unlikely Entrepreneurs: Wins, Losses, and Crucial Lessons on Building Great Companies by N. Louis Shipley and Patricia Favreau Key takeaways from this episode: 00:00 – How Lou Shipley built his sales foundation on 100% commission 06:00 – The 30-second mistake sellers keep making and how it kills deals early 10:33 – Why Lou Shipley believes emotional connection to the problem changes everything 25:55 – Why founders who delegate sales too early almost always get it wrong 33:33 – A behind-the-scenes look at how great teams pressure-test their strategy before the market does 40:22 – The three questions that instantly expose whether a company is worth joining 44:25 – Why narrowing your ICP is the fastest path to real revenue growth, not a limitation 58:33 – The real reason most companies fail before they ever scale Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Most revenue teams believe they have a definedIdeal Customer profile (ICP), but the reality is far less precise, with the majority of pipeline often sitting outside the segments that actually drive retention and expansion. This disconnect creates inefficiency across marketing, sales, and customer success, and is only amplified by AI-driven outreach that scales poor targeting. Dan Sperring, founder and CEO of Align ICP, breaks down why ICP must evolve from a static definition into a dynamic operating system rooted in use cases, lifetime value, and market health. The conversation challenges traditional go-to-market structures, highlights the risks of misaligned incentives, and offers a clear framework for building predictable, durable growth. Dan Sperring is the founder and CEO of AlignICP, a company focused on helping revenue teams align around high-value customer segments to drive predictable growth. He brings experience across customer success, revenue leadership, and scaling SaaS businesses through product-market and go-to-market alignment. Connect with Dan: AlignICP LinkedIn Books mentioned: The Innovator's Dilemma by Clayton M. Christensen The Innovator's Solution by Clayton M. Christensen and Michael E. Raynor Predictable Revenue by Aaron Ross and ​​Marylou Tyler  Amp It Up by Frank Slootman Tools and podcasts mentioned: clay.com zoominfo.com The Science of Scaling Podcast Get the Force Management framework for aligning your ICP, sales motion, and customer lifecycle around high-value use cases and measurable business outcomes: The Predictable Revenue Framework: Guide for Leaders Key takeaways from this episode:  00:00 – What Dan Sperring really thinks about ICP and why 70% of pipeline is wasted before it even starts 14:12 – Why use case is the signal most teams miss and what actually predicts expansion and retention  23:37 – What high-performing ICPs all have in common and why most segments fail one of the three tests  25:21 – The hidden tradeoff between product-market fit and sales complexity that early teams underestimate  40:27 – A peek into what really breaks when sales and customer success are separated across the customer journey  56:06 – How top teams shift comp from bookings to LTV and what that unlocks in pipeline quality and predictability Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Send us Fan MailIn this episode of Imperfect Marketing, Kendra Corman sits down with SEO expert Kyle Bailey to explore how artificial intelligence is changing the search landscape—and what businesses should really focus on to stay visible online.Kyle shares his journey from growing up around construction trades to building an SEO agency focused on helping home service businesses succeed online. Along the way, the conversation dives into the realities of modern SEO, the myths around AI replacing search, and why understanding your customer still matters more than any algorithm update. The Evolution of SEO in the Age of AIAI tools like ChatGPT are changing how people search for information—but they haven't replaced traditional search engines.Kyle explains:Why Google still has a major advantage because it can crawl and understand websites more effectivelyHow AI platforms currently rely on signals like reviews and third-party sources (Yelp, Google Reviews, etc.)Why businesses need to expand their reputation across multiple platforms—not just GoogleThe risks of “gaming the system” with SEO shortcuts that create short-term gains but long-term damage The takeaway? Solid SEO fundamentals still matter—and probably always will.The Right Way to Approach SEO StrategyOne of the biggest mistakes businesses make is chasing SEO “cheat codes.”Kyle describes the smarter approach:80% solid SEO fundamentals20% experimentation with new tacticsThis balance allows businesses to stay competitive without risking their entire marketing strategy on short-lived hacks. If you put all your effort into shortcuts, you may see quick wins—but you'll likely lose everything when algorithms update.Does Blogging Still Matter for SEO?The answer, like many things in marketing, is: it depends.Blogging isn't just about stuffing keywords anymore. Instead, it should help customers make better decisions.Effective blog content should:Address customers' biggest fears about working with your businessExplain how your process prevents common problemsEducate buyers so they feel confident choosing youDemonstrate expertise through real-world examplesWhen content answers real questions, it improves both the customer experience and your search visibility. Why Your Website Strategy Matters More Than EverMany businesses try to save money by piecing together website tools or building sites themselves using drag-and-drop builders.Kyle explains why this can create problems:DIY website builders often lack advanced SEO capabilitiesBusinesses may not truly own their domains or dataPiecemeal marketing strategies lead to inconsistent resultsA holistic approach—website, content, reviews, and SEO—creates stronger long-term growthIn other words, your website shouldn't just exist. It should function as the foundation of your entire marketing strategy. The Most Important Marketing LessonAt the end of the episode, Kyle shares a powerful question every business should ask:“If you c Looking to leverage AI? Want better results? Want to think about what you want to leverage?Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

Most businesses struggle with growth not because they lack effort — but because they lack focus.When you try to serve everyone, your messaging becomes generic, your positioning weakens, and your sales conversations lose impact.In this episode, we break down why defining a clear ideal customer profile (ICP) is one of the most important decisions you can make, and how narrowing your focus actually creates more opportunities — not less.We also explore:Why broad targeting leads to weak messagingHow to think about your ideal client in a practical wayThe difference between activity and real progress in salesWhy focus improves both confidence and conversionThis is Episode 2 of the How To Get More Clients mini-series.If you work in B2B sales, SaaS, professional services, or revenue leadership, this episode will challenge common sales assumptions and help you build a more effective sales process.⭐ Unlock free resources (templates, frameworks & prompts):⁠⁠⁠⁠⁠⁠https://coachpilot.beehiiv.com/⁠⁠⁠⁠⁠⁠Join the community & access 157+ templates, frameworks and mega AI prompts used by top revenue teams.Watch Full Episode on YouTube:⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@revenueleaders⁠⁠⁠⁠⁠⁠⁠Follow us:⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/davidfastuca/⁠⁠⁠⁠⁠⁠

In this episode of the Future Fuzz Podcast, Michelle Brammer, Director of Growth Marketing at Lingo, shares what it's like to step into a company with no formal marketing function and build the growth engine from scratch. Michelle explains how she approached the challenge of creating systems, defining the ideal customer profile, and prioritizing marketing initiatives in a small team environment. She also explores the often-overlooked problem of digital asset chaos inside organizations—how scattered files, endless “final-final” versions, and inconsistent branding slow teams down and erode brand trust. Michelle discusses how Lingo's digital asset management platform helps teams centralize brand assets, maintain consistency, and scale across complex industries like cannabis, where strict regulations and multi-state operations create unique challenges. The conversation dives into the importance of niche positioning, owning the narrative in a crowded category, and why brand governance is becoming even more critical in an AI-driven world where content can be generated instantly—but not always on brand.Guest BioMichelle Brammer is the Director of Growth Marketing at Lingo, a digital asset management platform that helps organizations organize, manage, and share brand assets more effectively. With over a decade of experience in B2B SaaS marketing, Michelle has previously worked in areas including employee advocacy platforms and ad fraud prevention.Before moving into SaaS, Michelle built her marketing career in CPG and food marketing, giving her a strong perspective on brand management and distribution. At Lingo, she leads growth strategy, marketing infrastructure, and go-to-market initiatives, helping position the company in specialized industries like cannabis where asset management, compliance, and brand consistency are critical.TakeawaysBuilding marketing from scratch requires prioritizing infrastructure such as CRM, customer data, and messaging before scaling lead generation. Niche positioning allows smaller companies to compete effectively in crowded markets. Digital asset chaos—duplicate files, version confusion, and scattered storage—creates major operational bottlenecks for marketing teams. Centralized digital asset management helps maintain brand consistency across teams, vendors, and agencies. Industries like cannabis require specialized asset distribution because products, names, and marketing materials must change across states. Word-of-mouth growth can become a powerful acquisition channel when products solve industry-specific problems. Owning a category narrative is often more powerful than competing solely on features. Brand governance is becoming increasingly important as AI-generated content makes it easier to create off-brand assets quickly.Chapters 00:00 Introduction to Michelle Brammer and Lingo 00:46 Michelle's Background in SaaS and Marketing 01:24 Joining Lingo and Building Marketing from Scratch 02:24 Prioritizing Systems, CRM, and Early Marketing Strategy 04:14 Identifying Lingo's Ideal Customer Profile 05:22 Why Lingo Focused on the Cannabis Industry 06:25 The Hidden Problem of Digital Asset Chaos 08:58 When Asset Management Becomes a Business Bottleneck 10:42 How Centralized Brand Assets Improve Team Efficiency 11:36 Standing Out in a Crowded Asset Management Market 12:43 Cannabis Regulations and Multi-State Asset Challenges 14:00 Partnerships, Referrals, and Industry Events 15:05 Speaking the Language of the Customer 17:06 Case Study: Scaling Asset Management for Curaleaf 19:47 Competing Through Narrative Instead of Features 21:27 The Future of Brand Governance in the AI Era 24:16 Building Industry Voice Through Thought Leadership 25:35 Why Brand Consistency Matters More Than Ever 27:10 Where to Connect with MichelleLinkedInFollow Michelle Brammer on LinkedIn Follow Harry Duran on LinkedIn

In today's segment with Eric Erstin, longtime sales leader and CRO of RegScale, Eric shares what separates top-performing sales teams from the rest – from maintaining laser focus on metrics and success definitions, to rigorously qualifying leads based on budget, timeframe, and pain points. Eric emphasizes the critical importance of deeply understanding both the ideal customer profile and the individual persona, including the human motivators behind decision-makers, not just their titles. He also discusses how this evolved understanding of persona dynamics becomes essential when transitioning from being an individual seller to leading and scaling a sales team. Eric Erstin is a longtime sales leader and currently serves as Chief Revenue Officer at RegScale. With deep expertise in sales process, qualification methodology, and building high-performing teams, Eric shares insights on what separates top performers from the rest of the pack. Want to build a sales organization grounded in clear qualification, defined success metrics, and repeatable execution? Get Force Management's  Predictable Revenue Framework: Guide for Leaders . Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Caleb interviews Brian Brown, owner of Estate Landscape and Tree in the Lake Tahoe region. Brown details his professional journey, explaining how he transitioned from an employee to the owner of a high-end firm through a strategic buyout. He emphasizes the importance of utilizing business management systems like LMN and the Leandcaper operating system to maintain profitability within a strictly regulated 24-week construction season. The discussion highlights the value of peer groups, mentorship, and leadership development for entrepreneurs seeking financial freedom and a better family lifestyle. Brown also recounts a dramatic story regarding an encounter with a Mexican cartel during a previous business venture. Key Takeaways: Implement business systems and software in gradual "baby steps" to avoid becoming overwhelmed while building a more efficient operation. Transition from employee to owner by proposing a strategic buyout plan that demonstrates clear value and creates a win-win scenario for the current founder. Define an Ideal Customer Profile to align your branding and services with the specific high-end or niche market you intend to dominate. Join a peer group or hire a business coach to gain objective perspectives from other leaders and ensure you aren't operating in isolation. Commit to constant evolution and the next "expedition" to prevent your business from stagnating once you reach an initial level of success. Connect with Auman Landscape

Send a textIn this episode of Imperfect Marketing, I sit down with Kay Miller — sales expert, author of Uncopyable Sales Secrets, and co-creator of the “Be Uncopyable” movement. Kay shares how businesses can stop blending in and start standing out by identifying their ideal customer — or as she calls it, their “moose.”From her early days in male-dominated sales industries to building a brand around differentiation, Kay breaks down why strategy must come before tactics — and why chasing everyone often leads to serving no one.We discuss:Why Most Businesses Struggle with Their Ideal CustomerThe danger of trying to be “all things to all people”Why having business doesn't always mean having profitable businessHow defining your “moose” clarifies your message and increases resultsThe power of focusing on the 20% that drives 80% of your revenueThe “Moose” Framework ExplainedWhat a moose is — and why you shouldn't waste time chasing squirrelsHow to identify customers who bring both revenue and long-term valueWhy some audiences may look ideal but lack motivation to buyWhen and how to pivot if you've targeted the wrong marketStrategy Before TacticsWhy sending a mailing without clear strategy is a mistakeThe temptation to “just do something” in marketingHow to evaluate your ideal customer through a dollars-and-cents lensWhy profitability and alignment matter more than volumeThe Power of Offline & DifferentiationWhy physical, offline marketing stands out more than everHow targeted “shock and awe” packages can create major ROIWhy branding goes beyond your product or serviceHow to position yourself as uncopyable — even in crowded marketsKey Takeaways for MarketersStart with strategy, not tactics.Define your ideal customer before refining your offer.Being different is not optional — it's essential.The right customers make your business more profitable and more enjoyable.Marketing works best when it's aligned, intentional, and focused.Whether you're just starting your business or re-evaluating your direction, this episode is a reminder to pause, reassess, and ask:Who is my moose — and am I actually speaking to them?If you're ready to stop blending in and start building a business that's truly uncopyable, this conversation is for you. Tune in and rethink the way you approach your marketing strategy.Resources & LinksConnect with Kay:

Send a textIf your pipeline feels inconsistent, there's a good chance the real issue isn't “more leads” — it's ICP clarity.In this episode of Predictable B2B Growth, I break down how I help founder-led B2B companies find their ICP using a simple, operator-friendly approach: start with a founder hypothesis, pull real evidence from customers and pipeline, translate patterns into 2–3 ICP pods, and validate everything through measured experiments and market signals.We'll cover:Why ICP is a prediction (win rate, cycle time, pricing power), not a demographic descriptionHow to extract the truth from founder insight, customer interviews, and real sales conversationsThe missing pieces most teams skip: buying triggers, exclusion rules, and expansion logicHow to validate ICP without endless debating — and pivot when the market tells you you're wrongIf you want to pressure-test whether ICP is actually your constraint (or if the leak is demand, alignment, RevOps, metrics, or scale readiness), grab the Predictable Pipeline Diagnostic — a quick self-assessment you can run in under 20 minutes.https://boldermediasolutions.com/pipelineJoin my weekly newsletter for strategic and tactical marketing and sales motions that actually work.https://boldermediasolutions.com/newsletter

In this episode, Mark Roberge, author of the upcoming book The Science of Scaling, breaks down why so many companies fail to evolve their Ideal Customer Profile (ICP) despite changing market conditions—and reveals the surprising truth: it's emotional decision-making, not data, holding them back. Discover the game-changing "green, yellow, red" framework that separates truly ideal customers (those with high lifetime value) from those draining your resources, and learn how to strategically reallocate your team's efforts to maximize retention and expansion. Plus, explore how getting your ICP right doesn't just boost sales—it aligns your entire organization, from marketing and product development to customer success, creating a powerful go-to-market engine that drives real scaling.Mark Roberge is the founding Chief Revenue Officer of HubSpot, a senior lecturer at Harvard Business School, co-founder of Stage 2 Capital, and the author of The Science of Scaling and The Sales Acceleration Formula. He is widely known for helping companies design go-to-market systems that scale sustainably. Connect with Mark: Stage 2 CapitalResources mentioned:The Science of Scaling by Mark RobergeThe Sales Acceleration Formula by Mark RobergeForce Management resources on scaling predictably:The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Show Notes: Isa D'Elia, co-founder of GoalBridge, an AI startup in stealth mode opens the conversation with a brief overview of her background, mentioning she was at Amazon for five years and her co-founder, Vedant, was a software engineer at a financial institution in India. The Origin Story of GoalBridge Isa met her business partner in Berkeley Haas Business school. Through many discussions, they identified a problem in the consulting industry where consultants spent too much time on admin and manual work. They saw an opportunity to use AI to automate these tasks, leading to the creation of GoalBridge. Isa describes how they started working on GoalBridge, entering accelerators, and doing pivots. GoalBridge Iterations They found a design partner who needed a solution to discover their work within SharePoint, Google Drive, CRM, and email. GoalBridge's first iteration was a search AI agent that taps into various platforms to understand the context of engagements. The tool is called "building the brain of a firm" and has been tested with clients, leading to the development of additional agents. Isa introduces the first agent they built, a proposal building agent, which focuses on storyboarding proposals. Dealing with Non-billable Work Streams Consultants often complain about the tediousness of writing proposals, which are non-billable work streams. The agent helps create cohesive stories for proposals by using information from various sources and allowing iterations. They have a roadmap of additional agents to help consultants focus on strategy work rather than manual tasks. GoalBridge's Ideal Customer Profile When asked about the ideal customer profile for GoalBridge, Isa confirms they are targeting SMBs and tier two consulting firms, as larger firms have the resources to build their own tools. Currently, they have signed letters of intent with larger firms, indicating interest in their solution. The tool is designed to help consultants tap into strategy more effectively by automating manual tasks. Goalbridge's Access to Data The conversation turns to the limitations of GoalBridge in terms of access to data. Isa explains that the tool only accesses data that the user has access to, such as their email and specific folders in Google Drive or SharePoint. The tool acts as an AI agent that can quickly scan and understand the context of the data the user has access to. She talks about the challenges of accessing data that is not organized in SharePoint or Google Drive, such as emails. AI Agent that Writes Case Studies and Compendiums Isa introduces the project closeout agent, which helps partners extract and share information, write case studies and compendiums for projects. The agent anonymizes data and creates a cohesive story from various sources, including emails. This agent addresses the issue of knowledge management being left to good intentions and helps capture project context. The closeout agent can also be used for older projects. Demonstrating GoalBridge Isa shows the tool's interface, which includes a project creation feature, a chat dialog box for queries, and a files tab for uploading documents.   The tool can tap into various platforms like SharePoint, Google Drive, and CRM systems, with current integrations for HubSpot and Salesforce. They talk about the tool's ability to find examples of old projects and provide feedback on proposals. Isa explains the limitations of GoalBridge in terms of access to data. The tool only accesses data that the user has access to, such as their email and specific folders in Google Drive or SharePoint. The tool acts as an AI agent that can quickly scan and understand the context of the data the user has access to. She also talks about the challenges of accessing data that is not organized in SharePoint or Google Drive, such as emails. Primary Use Cases for GoalBridge Isa outlines the primary use cases for GoalBridge, including partners finding examples of old projects, engagement managers leveraging formatting, and associates copying slides. They discuss the potential for the tool to create PowerPoint presentations and provide feedback on them. Isa mentions future agents in the roadmap, such as a case study writing agent and a pricing strategy agent. The tool is designed to help consultants at all levels by automating manual tasks and improving the quality of their work. Security Concerns and Data Privacy On the issue of security and data privacy when giving external firms access to sensitive data, Isa explains that they have a separate server hosting client data, ensuring it is secure and not accessible by other clients. They are working on SOC 2 certification to further assure clients of their security measures. The tool does not train on client data, ensuring IP is protected and not used for other purposes. When it comes to pricing, Isa mentions their willingness to discuss pricing on a case-by-case basis. Timestamps: 00:02: GoalBridge AI Startup Introduction 02:19: Development and Initial Success of GoalBridge 03:36: Proposal Building Agent and Future Plans 05:59: Target Market and Ideal Customer Profile 09:20:Privacy and Access Limitations 11:25: Project Closeout Agent and Additional Use Cases 15:58: Demonstration of GoalBridge Tool 21:57: Primary Use Cases and Future Agents 22:55: Security and Data Privacy Links: Website: www.GoalBridge.ai Email: isa@GoalBridge.ai   This episode on Umbrex: https://umbrex.com/unleashed/episode-629-isa-deila-co-founder-of-goalbridge/ Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com. *AI generated timestamps and show notes.    

Send us a textA Journey Through Wireless Technology, Fostering Pets, and Outdoor Adventures with Madison BeedyIn this episode of The Wireless Way, host Chris Whitaker welcomes Madison Beedy, Director of Channel Sales at Earthlink Business. They discuss her journey in technology, the role of Earthlink Business in providing diverse connectivity solutions, and the importance of SLAs in wireless internet services. Additionally, Madison shares her experiences as an active foster volunteer with the Arizona Humane Society and her love for outdoor activities. The episode also delves into the lessons learned from hiking and fostering pets, touching on personal fulfillment and professional success. Show notes include links to the Alliance of Channel Women and the Humane Society.00:00 Introduction and Host Welcome00:18 Guest Introduction: Madison Beedy01:42 Personal Background and Interests03:07 Journey into Technology and Channel Industry04:38 EarthLink's Evolution and Services06:03 Importance of Backup Connectivity09:21 Ideal Customer Profile and Sales Cycle17:27 Fostering and Volunteering with Humane Society17:55 Starting the Foster Journey18:20 Foster Fails and Successes19:01 Unique and Memorable Fosters19:16 Balancing Personal Pets and Fosters20:21 Challenges and Rewards of Fostering21:28 Temporary Care Program22:07 Special Needs Pets23:04 Personal Stories and Reflections24:56 Hiking Adventures and Lessons27:15 The Appalachian Trail Dream28:28 Final Thoughts and Reflections32:10 Closing Remarks and ResourcesLearn more about EarthlinkMore on Madison BeedyAlliance of Channel WomenHumane SocietyA Walk in the Woods book Support the showCheck out my website https://thewirelessway.net/ use the contact button to send request and feedback.

Ein Unternehmen lebt von seinen Kundinnen – doch nicht jede Beziehung zahlt auf Wachstum, Zufriedenheit und Entwicklung ein. Was macht einen guten Kunden aus und wo ziehen erfahrene Gründer:innen die Grenze, auch wenn Umsatz und Marke locken? Gero Decker teilt, wie profitables Wachstum, Betreuungsaufwand und strategische Passgenauigkeit über Erfolg entscheiden. Eine ehrliche Episode über Optimismus, Ernüchterung und die Kunst, im Vertriebsalltag mutig das Richtige zu wählen. Du erfährst... …wie du gute von schlechten Kund*innen unterscheidest und deinen Sweetspot findest. …welche Kriterien den Erfolg deines Unternehmens langfristig sichern. …wie du Kund*innenbeziehungen strategisch optimierst und profitabel gestaltest. __________________________ ||||| PERSONEN |||||

The Biggest GTM Mistake (Spoiler Alert: Stop Chasing CAC!!!)Mark Roberge shares how AI is transforming sales, customer success, and go-to-market strategy. The former HubSpot CRO, now co-founder of Stage 2 Capital and senior lecturer at Harvard Business School, Mark Roberge breaks down the 4 phases of AI evolution that will redefine how companies sell, serve, and scale. From agentic AI to LTV-driven growth, this is a masterclass on what the next era of go-to-market looks like.Mark Roberge helped take HubSpot from $0 to $100M and literally wrote The Sales Acceleration Formula. Now, he's turning his attention to the AI transformation sweeping every GTM function. In this episode, Mark explains why it's time to stop obsessing over CAC and start optimizing for LTV—the customers who actually succeed—and how AI can make that possible at scale.He also shares bold predictions about the future of work, the death of departments, and why capitalism itself may need to evolve for the AI era.Timestamps0:00 – Preview & Introduction1:19 – Meet Mark Roberge: Co-Founder, Stage 2 Capital2:45 – The Early Days of AI in GTM6:33 – What's Slowing Down AI Adoption8:00 – Why Most AI Startups Are Still Too Iterative12:00 – The "Agentic" Shift: From Co-Pilots to Autonomous Agents14:15 – The 4 Phases of AI Go-to-Market Evolution20:35 – Managing Your Agents: The New CRO Skillset26:00 – Deciding the ICP: It's Not CAC29:35 – How AI Breaks Down Department Silos35:40 – Can Capitalism Survive the AI Era?46:00 – The Science of Scaling: Mark's Next Big Book---What You'll Learn* Why CAC is the wrong north star metric for GTM leaders* How to use AI to identify and retain high-LTV customers* The 4 phases of AI transformation in go-to-market* How agentic AI will redefine the roles of CROs, CSMs, and RevOps* Why AI will blur departmental boundaries and change the structure of business* How capitalism and work culture must evolve in the AI era---Check out the Key Takeaways & Transcripts: ⁠https://www.gainsight.com/presents/series/unchurned/⁠---Where to Find Mark:LinkedIn: ⁠https://www.linkedin.com/in/markroberge/Where to Find Josh: LinkedIn: ⁠https://www.linkedin.com/in/jschachter/⁠---Resources mentioned:* Stage 2 Capital Blog – Go-to-Market AI Case Studies: https://www.stage2.capital * The Sales Acceleration Formula by Mark Roberge

Here's a question that'll keep you up at night: How do you take a company from $300K in annual revenue to $1.5 million in 18 months, then scale to $3-$5 million within five years? That's the challenge facing Greg Hirschi from Colorado. He's the new executive leader of an 18-year-old company selling ethics assessment services to professional licensing boards. They've expanded from an entrepreneurial model to a small team with one salesperson and one customer service representative. The goal is aggressive growth, and Greg needs to know where to focus his limited resources to get the biggest bang for his buck. If you're nodding your head right now because you're in a similar situation, pay attention. Because the mistakes you make at $300K will haunt you at $3 million. The Resource Reality Check Let's be brutally honest about what a $300K revenue company means: You have no money. You have a razor-thin budget. You have one salesperson and one leader trying to do everything. At this stage, you have exactly one priority: REVENUE. You don't have the luxury of fixing operations, perfecting your tech stack, or building elaborate systems. You need to sell. Period. Here's where most small companies screw this up. They think selling means taking anything with a pulse. If it can fog a mirror, they'll do business with it. That's a death spiral disguised as growth. The Operator's Dilemma Greg comes from an operations background. He's analytical, process-driven, and systematic. Those traits are incredible assets for building a business, especially when the goal is to scale fast. But they can also be a liability when managing salespeople. Here's what happens: Operators think in systems and logic. Salespeople think in relationships and emotion. Operators want everything organized and predictable. Salespeople throw deals on the table that are messy and unpredictable. If you're an operator trying to lead sales, you need to understand this fundamental tension. Your salesperson is out there getting hammered with objections every single day, building narratives in their head about why people won't buy. You're thinking, "Just brush it off and do it again. What's wrong with you?" They're thinking, "You have no idea what it's like out here." This is why reading New Sales Simplified by Mike Weinberg is non-negotiable if you're an operator managing sales. You need to learn how salespeople think, how they operate, and how to lead them effectively without losing your mind. Start With Your ICP or Die Trying The single most important thing Greg needs to do right now to scale is get laser-focused on his Ideal Customer Profile. Not kind of focused. Not "we have a general idea." I mean obsessively, precisely, ridiculously dialed in on exactly who they should be targeting. Why does this matters so much at $300K? Greg's salesperson has a $600K pipeline and will close 50% of it. Sounds great, right? But if half those customers churn because they're the wrong fit, requiring constant re-education and hand-holding, Greg's salesperson will get stuck in account management mode. They'll stop prospecting for new business because they're too busy re-selling existing accounts. That's how you stay stuck at $300K forever. Your ICP drives everything. It determines your messaging, your marketing, your presentation materials, and which stakeholders you need to reach inside target organizations. It helps you build relevant social proof stories. It allows you to coach your salesperson on handling specific objections instead of generic brush-offs. Most importantly, it gives you guardrails. You can ask your salesperson in pipeline reviews: "Tell me the strategic reason why we should chase this account. How does it fit our ICP? Why is this worth our limited resources when our singular goal right now is growth?" When you're running a $300K company with one salesperson and one leader, you cannot afford to chase every deal. You need to focus on the right deals that will close and stick around. The Resell Problem Greg's company doesn't have contracts. They discovered that larger organizations with stable staff become sticky customers once they see the value. Smaller organizations with high turnover require constant re-education and reselling. This is not how you scale. If you don't segment your market correctly and build processes around retention, you'll hit a wall fast. Your salesperson will close deals, then get pulled back into account management, abandoning the pipeline. Salespeople will always choose talking to people they already know over talking to strangers. You don't have this problem yet at $300K. But you will as you begin to scale. Start thinking strategically now about your retention process and which customer segments are worth the ongoing investment. The Foundation That Changes Everything Getting your ICP right isn't just about qualifying accounts. It's about building a foundation that allows you to scale without constantly backtracking to fix problems you created by going after the wrong customers. Every time you chase the wrong deal, you're creating downstream problems. You're wasting limited resources. You're building frustration in your team. You're teaching your salesperson bad habits about what constitutes a qualified opportunity. The leap from $300K to $600K in annual revenue is hard. The leap to $1.2 million is harder. The leap to $3.5 million is brutal. But if you get the foundation right now while you have backing and support, those leaps become exponentially easier. Your Playbook for Growth Start with objection handling fundamentals that are specific to your ICP. When you know exactly who you're targeting, you can anticipate their concerns and craft precise responses that resonate. Build your messaging around the multi-threaded stakeholders in your target organizations. Who needs to be involved in the buying decision? What does each person care about? Create a systematic, process-based approach to pipeline management. As an operator, this is your superpower. You can bring discipline and structure to a highly emotional profession. The Bottom Line At $300K, you're essentially starting from scratch. You have aggressive growth targets, limited resources, and one shot to get this right. Stop being reactive. Start being strategic. Get obsessed with your ICP. Build processes around the right customers. Coach your salesperson with precision instead of frustration. That's how you scale from $300K to millions. That's how you avoid the mistakes that kill small companies. And that's how you build a business that doesn't just grow, but grows sustainably. The good news? You have the backing to do this right. Don't waste it chasing the wrong customers just because you need revenue today. Build the foundation that generates revenue for years to come. Lead your salesperson, focus on the right deals, and scale from $300K to millions—start Jeb Blount's Sales Leadership Essentials course on Sales Gravy University today.

Here's a question that'll keep you up at night: How do you take a company from $300K in annual revenue to $1.5 million in 18 months, then scale to $3-5 million within five years? That's the challenge facing Greg Hirschi from Colorado. He's the new executive leader of an 18-year-old company selling ethics assessment services to professional licensing boards. They've expanded from an entrepreneurial model to a small team with one salesperson and one customer service person. The goal is aggressive growth, and Greg needs to know where to focus his limited resources to get the biggest bang for his buck. If you're nodding your head right now because you're in a similar situation, pay attention. Because the mistakes you make at $300K will haunt you at $3 million. The Resource Reality Check Let's be brutally honest about what a $300K revenue company means: You have no money. You have a razor-thin budget. You have one salesperson and one leader trying to do everything. At this stage, you have exactly one priority: REVENUE. You don't have the luxury of fixing operations, perfecting your tech stack, or building elaborate systems. You need to sell. Period. But here's where most small companies screw this up. They think selling means taking anything with a pulse. If it can fog a mirror, they'll do business with it. That's a death spiral disguised as growth. The Operator's Dilemma Greg comes from an operations background. He's analytical, process-driven, and systematic. Those traits are incredible assets for building a business, especially when the goal is to scale fast. But they can also be a liability when managing salespeople. Here's what happens: Operators think in systems and logic. Salespeople think in relationships and emotion. Operators want everything organized and predictable. Salespeople throw deals on the table that are messy and unpredictable. If you're an operator trying to lead sales, you need to understand this fundamental tension. Your salesperson is out there getting hammered with objections every single day, building narratives in their head about why people won't buy. You're thinking, "Just brush it off and do it again. What's wrong with you?" They're thinking, "You have no idea what it's like out here." This is why reading New Sales Simplified by Mike Weinberg is non-negotiable if you're an operator managing sales. You need to learn how salespeople think, how they operate, and how to lead them effectively without losing your mind. Start With Your ICP or Die Trying The single most important thing Greg needs to do right now to scale is get laser-focused on his Ideal Customer Profile. Not kind of focused. Not "we have a general idea." I mean obsessively, precisely, ridiculously dialed in on exactly who they should be selling to. Here's why this matters so much at $300K: Greg's salesperson has a $600K pipeline and will close 50% of it. Sounds great, right? But if half those customers churn because they're the wrong fit, requiring constant re-education and hand-holding, Greg's salesperson will get stuck in account management mode. They'll stop prospecting for new business because they're too busy re-selling existing accounts. That's how you stay stuck at $300K forever. Your ICP drives everything. It determines your messaging, your marketing, your presentation materials, and which stakeholders you need to reach inside target organizations. It helps you build relevant social proof stories. It allows you to coach your salesperson on handling specific objections instead of generic brush-offs. Most importantly, it gives you guardrails. You can ask your salesperson in pipeline reviews: "Tell me the strategic reason why we should chase this account. How does it fit our ICP? Why is this worth our limited resources when our singular goal right now is growth?" When you're running a $300K company with one salesperson and one leader, you cannot afford to chase every deal.

Send us a textIt's the conversation every sales professional avoids, but the one you desperately need to hear. This week on "The Selling Podcast," Mike and Scott pull no punches on a critical question: when is it time to fire a client? They reveal that holding on to a bad customer can be more damaging than letting them go, costing you not just revenue, but your time, your team's morale, and your business's future.In this episode, we break down 12 unmistakable red flags that signal a toxic relationship. We're not talking about minor annoyances; we're talking about a client who:Costs more than they make, draining your support and time.Constantly disrespects you or your team, making every interaction a source of dread.Demands unrealistic expectations and causes endless scope creep without paying for it.Chronically pays late, wreaking havoc on your cash flow.Mike and Scott provide a simple but powerful rule of thumb: if a client consistently ticks three or more of these boxes, they are a bad fit. This episode is your playbook for identifying unprofitable relationships and having the confidence to cut them loose, freeing up your pipeline for better, more aligned opportunities.Support the showScott SchlofmanMike Williams - Cell 801-635-7773 #sales #podcast #customerfirst #relationships #success #pipeline #funnel #sales success #selling #salescoach

Most entrepreneurs are obsessing over the perfect AI prompt when they should be building systems instead. In this episode, I share the game-changing framework I taught at a workshop recently at Chapman University that helped students create compelling, targeted content in under 30 minutes. Discover why context beats prompts every time and learn the same 3-pillar system I recommend to my Fractional CMO clients.What You'll Learn:Why treating ChatGPT like a "vending machine" kills your content qualityThe 3-pillar framework that transforms generic AI output into brand-specific contentHow to build an Ideal Customer Profile that makes AI content 10x more effectiveThe brand voice development process that ensures consistency across all contentWhy most AI content fails (and how to avoid these critical mistakes)The "library of content" strategy for long-term SEO and authority buildingHow to scale one blog post into 10+ pieces of repurposed contentReal examples from student startups (safety translation software, career guidance platforms, and more)Key Takeaways:✅ AI isn't creative until you teach it your context ✅ Specificity in your Ideal Customer Profile is what makes AI come alive ✅ Your brand voice becomes your secret weapon for unique AI content ✅ Pain points should drive your content topics, not random keyword research ✅ Search engines need to recognize you as an authority through consistent, expert contentPerfect For:Entrepreneurs struggling with content creationSmall business owners wanting to compete with bigger brandsMarketing professionals looking for scalable content systemsAnyone tired of generic, obvious AI-generated contentStartups needing to establish thought leadership quicklyLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

In a world increasingly dominated by software and automation, how vital are human relationships in banking and finance? In this episode, CJ sits down with Meghan McKenna, founder of Females in Finance (FIF) and a seasoned banker with experience at JPMorgan, HSBC, and Stifel, to explore how trusted connections continue to drive success. As a community builder and banker, Meghan has a unique perspective on the intersection of human connection and capital markets. She explains the philosophy behind her community, which is based on generosity and genuine connection rather than a transactional mindset, and how this has become her competitive advantage. The conversation also covers sales as an essential leadership skill, the rise of the modular banking stack, changes in private credit, the evolving ERP landscape, how a personal touch proved invaluable during the SVB crisis, and career lessons Meghan learned along the way.—LINKS:Meghan McKenna on LinkedIn: https://www.linkedin.com/in/meghan-curtin-mckenna-%F0%9F%94%A5-66a5022b/FIF Collective: https://www.fifcollective.comMeghan McKenna email: meghan@fifcollective.coCJ on X (@cjgustafson222): https://x.com/cjgustafson222Mostly metrics: https://www.mostlymetrics.comRELATED EPISODES:Venture Debt for Growth With Ruslan Sergeyev of Hercules Capital — The One Use Case for Venture Debt That Most Founders Never Think About — —TIMESTAMPS:(00:00) Preview and Intro(02:30) Sponsor – RightRev | Navan | Rillet(06:41) Connecting People as a Skill(08:03) Sales as an Essential Leadership Skill(12:07) The Power of In-Person Community & Events(14:39) FIF's Ideal Customer Profile(15:42) Sponsor – Pulley | Brex | Aleph(20:05) The Evolution of the Banking Ecosystem(22:00) Modular Banking Stacks and Fintech Challengers(24:37) The Rise of Private Credit(27:32) Banks Adapting to Companies That Stay Private Longer(30:06) Fintechs vs. Traditional Banks(31:54) Current Trends in AI and ERP in Finance(35:07) Importance of Human Relationships When Software Fails(36:09) Reflecting on the SVB Bank Run & Facing New Risks in Tech(37:59) Building a Personal Brand in Finance(39:42) Community Spirit, Giving Back, & Sharing Your Network(43:25) Meghan's Early Career and Mentors(46:15) Long-Ass Lightning Round: Staying Too Long in a Role(47:49) Advice to Younger Self(48:24) A Memorable Deal & Client Story(50:07) Wrap—SPONSORS:RightRev automates the revenue recognition process from end to end, gives you real-time insights, and ensures ASC 606 / IFRS 15 compliance—all while closing books faster. For RevRec that auditors actually trust, visit https://www.rightrev.com and schedule a demo.Navan is the all-in-one travel and expense solution that can give you access to exclusive, proprietary Nasdaq-validated data that reveals what's happening with corporate travel investments. See the Navan Business Travel Index at https://navan.com/bti.Rillet is the AI-native ERP modern finance teams are switching to because it's faster, simpler, and 100% built for how teams operate today. See how fast your team can move. Book a demo at https://www.rillet.com/metrics.Pulley is the cap table management platform built for CFOs and finance leaders who need reliable, audit-ready data and intuitive workflows, without the hidden fees or unreliable support. Switch in as little as 5 days and get 25% off your first year: https://pulley.com/mostlymetrics.Brex offers the world's smartest corporate card on a full-stack global platform that is everything CFOs need to manage their finances on an elite level. Plus, they offer modern banking and treasury as well as intuitive expenses and accounting automation, bill pay, and travel. Find out more at https://www.brex.com/metricsAleph automates 90% of manual, error-prone busywork, so you can focus on the strategic work you were hired to do. Minimize busywork and maximize impact with the power of a web app, the flexibility of spreadsheets, and the magic of AI. Get a personalised demo at https://www.getaleph.com/run#FemalesInFinance #FinanceLeadership #BankingInnovation #Networking #FinanceCommunity This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cjgustafson.substack.com

Defining an ideal customer and sourcing a target account list to match should be easy, but it isn't. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help, and warn about pitfalls along the way.

Lightning Round: Top 10 Discipline & Mindset Hacks for Salespeople   Question: John Leota asked on Spotify, “Hello Meredith and Mark, amazing show. I feel that I'm falling short as a sales rep because my sales discipline is lacking. I always convince myself that I'm going to start prospecting, and when it's time to do so I find a reason to not get out there and do it. I think it's due to my lack of knowing my Ideal Customer Profile or plan of action. Any advice you can give me to change my mindset?"   Book: Unbeatable—The Legend of the Salesman on Fire by Carson Heady

Lightning Round: Top 10 Discipline & Mindset Hacks for Salespeople   Question: John Leota asked on Spotify, “Hello Meredith and Mark, amazing show. I feel that I'm falling short as a sales rep because my sales discipline is lacking. I always convince myself that I'm going to start prospecting, and when it's time to do so I find a reason to not get out there and do it. I think it's due to my lack of knowing my Ideal Customer Profile or plan of action. Any advice you can give me to change my mindset?"   Book: Unbeatable—The Legend of the Salesman on Fire by Carson Heady

Independent retailers often say, “Everyone is my customer.” But in reality, trying to appeal to everyone means you end up connecting with no one. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch and explains why defining your ideal customer profile is the single most important step in creating a successful retail marketing strategy.You'll learn: Why the traditional “everyone is my customer” mindset hurts small businesses How to create a clear Ideal Customer Profile with demographics, psychographics, buying behavior, and pain points Simple ways independent retailers can use data, conversations, and community trends to identify their perfect customer How to tailor your marketing messages so they resonate with the people most likely to buy, return, and refer Three practical steps you can take this week to sharpen your marketing focus If you want to stop wasting money on broad marketing and start building a loyal base of repeat customers, this episode is for you.Keywords: independent retail, small business marketing, ideal customer profile, retail strategy, customer journey, retail growth, Main Street marketing, target audience, retail customer loyalty, John Jantsch, Duct Tape Marketing

In this episode, a former top-ranked commercial truck sales rep, Sean Lyden of Systematic Selling, breaks down what actually works in freight sales!  We talk about the 90-day rule in B2B, how to reframe cold calls as shopping for customers, and why your Ideal Customer Profile isn't just about who to target, but also who to avoid. Sean also shares his dial-based prospecting strategy, KPI tracking tips, and why consistency beats intensity every time! If you're a freight broker, carrier representative, or logistics founder, this is the kind of tactical strategy that can immediately shift your sales game. Want better conversions and a stronger pipeline? Tune in and start doing the work!   About Sean Lyden Sean is the founder and CEO of Systematic Selling, where they help SMB owners and their sales teams in the service trades scale their sales (without the chaos). Sean is a former U.S. Top 25 medium-duty truck sales rep (GMC, Chevrolet, Isuzu brands), has been in sales for 28 years, has handled over 1,200 coaching sessions for founders, owners, and their sales teams, and the co-author of Collaboration Effect on Profit: Overcoming Founder's Syndrome to Achieve Sustainable Success (2024).   Connect with Sean LinkedIn: https://www.linkedin.com/in/seanlyden/ Newsletter: https://www.systematicselling.co/  

In this short segment of the Revenue Builders Podcast, we revisit the discussion with veteran sales leader and CRO of RegScale, Eric Erston, to unpack what truly sets top-performing sales teams apart. From the importance of laser focus and understanding your ideal customer persona to evolving qualification strategies and leveraging modern tools to decode human motivation — Eric shares hard-won wisdom from decades in enterprise sales and leadership. Whether you're a rep or a revenue leader, this conversation reveals why success depends on where you spend your time — and who you spend it with.KEY TAKEAWAYS[00:00:25] Top performers exhibit relentless focus — not just on numbers but on aligning activity with outcomes.[00:01:10] Teams with process clarity and metric discipline stand in stark contrast to disorganized teams[00:01:52] The “measure twice, cut once” principle applies in sales — especially in qualification and time prioritization.[00:02:16] Beyond BANT: Success requires knowing the ideal company profile and persona profile — both matter deeply.[00:03:14] Not all CISOs are equal — role scope and influence vary by industry and product category.[00:03:54] Many teams ignore the depth of the human behind the persona — a costly oversight.[00:04:16] Use modern tools (social, blogs, panels, LinkedIn) to research what excites and motivates decision-makers.[00:05:36] There's a work persona and a human persona — both drive behavior. Understand them both.[00:06:00] Success in scale comes not from personal talent, but repeatable frameworks others can execute.QUOTES[00:00:25] "Top performers are always focused… focused on what they sell, their metrics, and what success actually looks like.[00:01:52] "Measure twice, cut once — you can't qualify without knowing what success looks like.[00:02:38] "I didn't spend enough time thinking about the role of the human… I thought if you get to the exec, you're good. Well, maybe."[00:03:54] "We know how they're measured — but we rarely go deeper into what drives them as a person."[00:06:49] "As a seller, I could get deals done. But when you're leading a team, you realize you have to teach those nuances."Listen to the full conversation through the link below.https://revenue-builders.simplecast.com/episodes/mastering-sales-leadership-with-eric-erstonEnjoying the podcast? Sign up to receive new episodes straight to your inbox:https://hubs.li/Q02R10xN0Check out John McMahon's book here:Amazon Link: https://a.co/d/1K7DDC4Check out Force Management's Ascender platform here: https://my.ascender.co/Ascender/

For most leaders, uncertainty is like a storm you weather by cutting costs, delaying decisions, and basically waiting for calmer waters to return. But is it possible that this protective mindset is the very reason why organizations struggle to grow and evolve during periods of uncertainty? In other words, are the difficulties we have with uncertainty less to do with uncertainty itself, and more to do with how we choose to view and respond to it? In this episode of "Leadership Biz Cafe," my guest Dr. Rebecca Homkes presents her findings and a model that challenges us to rethink uncertainty as the fuel for breakthrough growth rather than an obstacle organizations need to overcome. Through our discussion of her book, "Survive, Reset, Thrive: Leading Breakthrough Growth Strategy in Volatile Times", Rebecca shares her proven SRT Loop framework - a cyclical three-stage process that will help leaders develop strategies to ensure their organization can withstand and grow whatever setbacks and market shocks that cross their path. What You'll Learn:Why treating uncertainty as temporary is the biggest strategic mistake leaders can makeHow to use the Uncertainty Matrix to categorize and respond to different types of volatilityThe five hard truths about survival that most leaders get wrongRebecca's power moves for creating stable foundations during turbulent timesHow to define your beliefs and test assumptions when you don't have all the dataThe difference between Right to Play and Right to Win (and why confusion kills growth)How to identify your Ideal Customer Profile and why narrowing focus drives expansionWhat "must-win battles" are and how to maintain focus as conditions changeHow to use the Black Box of Execution to transition from Reset to ThriveCommon SRT Leadership Traps and how to avoid them Whether you're navigating economic uncertainty, industry disruption, or organizational transformation, this conversation will fundamentally shift how you think about leading growth in volatile times. Hosted on Acast. See acast.com/privacy for more information.

Why MQLs Are Broken (And What to Measure Instead)B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy.In this episode, we're joined by Steve Patti — 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework — alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling.Together, we unpack why the MQL became marketing's biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it's actually commercially viable.Steve shares real stories — including how he used account intelligence to guide $200M in CapEx — and outlines the system he used to align sales, marketing, and product around real buyer needs.Tune in and learn:+ Why MQLs are based on “fantasy intent” — and what to track instead+ How to replace lead gen with real account intelligence+ What sales, marketing, and CS need to align on to win deals (and renew them)If you're a B2B marketer frustrated with misaligned GTM motions, noisy Martech promises, and the pressure to deliver pipeline from people not ready to buy — this episode is a must-watch.-----------------------------------------------------

In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Eric Erston, CRO of RegScale. They explore the characteristics of top sales teams and delve into the importance of focus, understanding the ideal customer and persona profiles, and the balance of technology and human connection in sales. The conversation also highlights the critical role of leadership in fostering vulnerability, accountability, and continuous learning within sales teams. Eric shares valuable lessons from his extensive career, emphasizing the importance of hiring the right people, empowering teams, and adapting sales strategies to evolving market demands. The episode is rich with practical tips and heartfelt anecdotes, making it a must-listen for sales leaders and professionals aiming to elevate their game.ADDITIONAL RESOURCESLearn more about Eric Erston:https://www.linkedin.com/in/ericerston/Read Force Management's Guide to Embedding AI In Your B2B Sales Organization: https://hubs.li/Q03ldrzD0Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0HERE ARE SOME KEY SECTIONS TO CHECK OUT[00:02:07] Qualities of Top Performing Sales Teams[00:05:37] Understanding the Ideal Customer Profile[00:07:53] The Importance of Persona Profiles[00:18:43] Creating a Culture of Vulnerability[00:34:17] Leadership Authenticity and Empowerment[00:35:18] Balancing Vision and Execution[00:37:14] Setting Standards of Performance[00:41:14] Accountability and Rewarding Overachievers[00:41:48] The Importance of Simplicity in Leadership[00:44:40] The Role of Coaching and Feedback[00:51:05] Adapting Sales Strategies[00:56:44] The Impact of Video Calls on Sales[01:00:43] Opportunities at RegScaleHIGHLIGHT QUOTES"You have to earn the right to get to that personal discussion.""Enablement without accountability is a failure to lead.""Get the right people, everything is so much easier.""Lots of sales teams aren't focused.""In order to know how to qualify out, we've gotta know what success is.""The most elite people devour the information provided by the company and then invest their intellect and curiosity into getting to know the individual human component.""How you sell can be just as important as what you sell.""In the old days, one of the best pieces of advice I ever got was if it's in print, expect that they expect you've read it.""If you're not making enough calls, you're not going to succeed.""Find a culture where it's comfortable being vulnerable."

Kara Brown and Joe Lynch discuss the revenue engine. Kara is the Founder and CRO of LeadCoverage, the premier B2B marketing and PR firm dedicated to helping logistics companies increase lead generation through targeted marketing strategies and media coverage. About Kara Brown A prominent thought leader in B2B go-to-market strategy, Kara Smith Brown is CEO of LeadCoverage, the pioneering consultancy transforming approaches to PR, demand generation and marketing across the supply chain, heavy industrial, and tech sectors. Her successful corporate career started at Echo Global Logistics where she played a key role in its ascent to a market leader and celebrated IPO in 2009. In 2017 Kara leveraged her prior corporate experience to launch LeadCoverage, a strategy consultancy addressing all elements of the B2B sales conversion cycle for supply chain companies. Today LeadCoverage is an Inc. 5000 company and continues to grow. Kara's new book "The Revenue Engine" offers readers a guide to effective revenue-generating strategies. The book goes beyond theoretical concepts and serves as a playbook for crafting data-driven go-to-market strategies. These principles mirror the philosophy Kara has embodied and advocated throughout her career. Kara's achievements extend beyond her corporate success. She is an advocate for diverse emerging leaders. She has been named a “Top Women in Marketing” by PR Daily and her influence shapes future entrepreneurs through her many advisory roles as well as board membership in the Entrepreneur's Organization Atlanta chapter and LaunchPad2x. She is an Ironman triathlete and lives in Atlanta with her husband and two girls. About LeadCoverage LeadCoverage is the premier supply chain go-to-market consulting group, dedicated to driving revenue growth for their clients. Company specializes in crafting GTM strategies that are grounded in data-backed insights and sophisticated mathematical models. Their proven expertise transforms businesses into market leaders, ensuring they stay ahead of the competition and achieve sustained success. LeadCoverage's headquarters is located in the beautiful Coda building in Midtown Atlanta, adjacent to the Georgia Tech campus. This particular corridor — "Supply Chain Square” — also includes cloud warehousing company Stord, supply chain intelligence company Verusen, as well as the Georgia Tech Supply Chain & Logistics Institute. For more information about LeadCoverage and its suite of supply chain, manufacturing, andlogistics-focused marketing, public relations, and analyst  relations services, please visit LeadCoverage's website. The Revenue Engine: Fueling a B2B High Octane Pipeline by Kara Smith Brown Unlock the secrets to B2B go-to-market success with Kara Smith Brown's transformative book, The Revenue Engine. This is your roadmap to building a powerful revenue engine: Share Good News: Build relationships and keep conversations alive with compelling stories and data insights. Track Interest: Identify opportunities and guide prospects through your pipeline effectively. Follow Up Consistently: Convert leads into loyal customers with proactive engagement. Packed with real-world case studies and actionable strategies, this playbook is essential for both seasoned professionals and newcomers. CEOs and leadership teams will gain insights on leveraging data and measuring success through pipeline volume, velocity, and value―empowering informed decisions. Say goodbye to random acts of marketing and embrace a structured approach that delivers measurable results and secures your place at the executive table. Elevate your marketing game and drive your business forward! Kara has written a book titled "The Revenue Engine: Fueling a B2B High Octane Pipeline." Pre-order Kara's book on Amazon here: https://a.co/d/geq5TDn To receive a free book, fill out this form and Kara will send you one in the mail: The Revenue Engine | Kara Smith Brown Key Takeaways: The Revenue Engine Kara Smith Brown and Joe Lynch discuss Kara's new book "The Revenue Engine: Fueling a B2B High Octane Pipeline" and some of the strategies outlined in the book including: Ideal customer profile Executive thought leadership Intent data tools Sales partnerships LeadCoverage is the premier logistics and supply chain go-to-market consulting group, dedicated to driving revenue growth for their clients. Below are the services and results LeadCoverage clients receive: Marketing Automation Streamlined Processes: Automate repetitive tasks to save time and reduce errors. Targeted Campaigns: Reach your ideal audience with personalized messages. Data-Driven Insights: Gain valuable insights into your marketing efforts. Revenue Operations Aligned Teams: Create a cohesive approach across sales, marketing, and customer service. Optimized Processes: Streamline your revenue generation process for maximum efficiency. Data-Driven Decision Making: Make informed decisions based on real-time data. Public Relations Measurable ROI: Track the tangible results of your PR efforts. Thought Leadership: Establish your brand as an industry expert. Media Relations: Secure high-quality media placements to increase visibility. Paid Media Ads Targeted Reach: Connect with your ideal customers on the platforms they use. Measurable Results: Track the performance of your campaigns and optimize for better outcomes. Brand Awareness: Increase your brand's visibility and reach a wider audience. Timestamps (00:00:02) The Revenue Engine (00:00:21) Introducing Kara Smith Brown (00:01:32) Ideal Customer Profile (00:02:18) Account-Based Marketing and Intent Data (00:05:50) Go-to-Market vs Marketing (00:10:49) The Revenue Engine Book (00:12:44) Kara Wagner's Background (00:16:28) Global Clients and ODW Logistics (00:19:21) Thought Leadership Strategy (00:25:43) HubSpot Diamond Shop (00:27:31) Writing "The Revenue Engine" Book (00:32:41) Book Release Date and Data-Driven Go-to-Market (00:36:47) Intent Data Tools (00:42:07) Partnership Strategy (00:45:38) Ideal Customer Profile Focus (00:48:46) Three Go-to-Market Strategies Recap (00:49:50) Measuring Success with Volume, Velocity, and Value (00:53:25) Intent Data in Supply Chain (00:59:00) Podcast Outro Learn More About The Revenue Engine Kara Brown | LinkedIn LeadCoverage | LinkedIn LeadCoverage Lead Gen for Logistics with Kara Brown | The Logistics of Logistics LeadCoverage Ranks on Inc. 5000 List for Third Consecutive The Logistics of Logistics Podcast If you enjoy the podcast, please leave a positive review, subscribe, and share it with your friends and colleagues. The Logistics of Logistics Podcast: Google, Apple, Castbox, Spotify, Stitcher, PlayerFM, Tunein, Podbean, Owltail, Libsyn, Overcast Check out The Logistics of Logistics on Youtube

In this short segment of the Revenue Builders Podcast, we revisit the discussion with Matt Maloney, SVP of Global Sales at Fireblocks, to dissect a critical lesson in sales leadership: the unwavering focus on hitting the number. Maloney recounts a pivotal mentoring moment at CloudLock that reshaped his approach to sales strategy, team structure, and market calibration. The episode also explores common missteps in early-stage startups—like trying to pursue too many use cases or building teams misaligned with the product's true market fit. It's a candid and practical masterclass for CROs, sales leaders, and founders navigating go-to-market chaos.KEY TAKEAWAYS[00:01:52] The #1 job of a sales leader isn't building teams—it's figuring out how to hit the number.[00:02:41] Calibration of resources is critical: Balance dominance in core markets with smart expansion into emerging ones.[00:03:41] A hard lesson: Building the wrong sales team for the product's actual market fit can derail everything.[00:04:24] Why focusing on 3-4 key use cases is more effective than spreading thin across many[00:05:50] Avoid copying old playbooks—be objective about your current product and ICP[00:06:35] Collaborate with technical founders: Align sales goals, use data, and define outlier strategies together.[00:07:24] Operating without a clear ICP is dangerous—know how to scale, train, and forecast from it.QUOTES[00:02:15] "Your job is not to build an enterprise sales team or an SMB team—it's to build the right team to hit the number.[00:03:41] "I was convinced our guiding light was to build an enterprise team. What I didn't realize was that our product was really suited for mid-market."[00:05:08] "You can't build world-class products, marketing, or sales training for 13 use cases. Focus is everything.[00:07:00] "Outliers are okay, but you need a plan for them. Don't pretend they're your core ICP."[00:07:47] "If you can't identify your ICP and scale from it, you're operating in dangerous water."Listen to the full conversation through the link below.https://revenue-builders.simplecast.com/episodes/blockchain-the-future-of-finance-with-matt-maloney-loysynttEnjoying the podcast? Sign up to receive new episodes straight to your inbox:https://hubs.li/Q02R10xN0Check out John McMahon's book here:Amazon Link: https://a.co/d/1K7DDC4Check out Force Management's Ascender platform here: https://my.ascender.co/Ascender/

Join Nataraj as he sits down with Vijaye Raji, founder and CEO of Statsig, a platform revolutionizing product development with data-driven decision-making. Formerly a VP at Facebook and head of Facebook Seattle, Vijaye shares his journey from big tech to startup founder.About the Episode:This conversation explores Vijaye's transition from leading entertainment at Facebook to building Statsig, a developer platform empowering data-driven decisions.  He dives into his experience at Microsoft and Facebook, highlighting the challenges and motivations that led him to entrepreneurship. Vijaye discusses Statsig's value proposition, differentiating it from existing point solutions by consolidating feature flagging, analytics, and experimentation into one platform.  The discussion extends to the future of experimentation in an AI-first world.  He emphasizes the importance of product intuition alongside experimentation and shares Statsig's approach to culture, talent acquisition, and growth.About the Guest and Host:Vijaye Raji: Founder and CEO of Statsig, former VP at Facebook, and head of Facebook Seattle. Connect with Vijay:→ LinkedIn:  https://www.linkedin.com/in/vijaye/→ Website: https://www.statsig.com/Nataraj: Host of the Startup Project podcast, Senior PM at Azure & Investor.→ LinkedIn:   https://www.linkedin.com/in/natarajsindam→ Twitter: https://x.com/natarajsindam→ Email updates: ⁠https://startupproject.substack.com/⁠→ Website: ⁠⁠⁠https://thestartupproject.io⁠⁠⁠Timestamps:00:01 - Introduction and Guest Introduction00:48 - Vijay's Background and Transition from Big Tech01:11 - Leaving Facebook and the Motivation for Startups02:05 - Early Career at Microsoft and Facebook's Startup Phase04:21 - Diverse Roles and Experiences at Facebook05:38 - Problems and Scale as Head of Entertainment at Facebook07:41 - Business Side of Entertainment: Licensing and Content Acquisition08:30 - From Facebook to Statsig: Idea Evaluation10:27 - Getting the First Customers: Avoiding Common Mistakes13:19 - Blind Spots in Transitioning from Big Tech to Startups14:38 - Go-to-Market Intuition and Building Conviction17:03 - Statsig's Value Proposition and Differentiation19:28 - Explanation of Feature Flagging20:47 - Trends in Experimentation and Product Validation23:00 - Ideal Customer Profile for Statsig24:38 - Experimentation vs. Gut Feeling: Balancing Data and Intuition28:20 - Statsig's Growth: Customers, Users, and Scale29:44 - Positioning Statsig: Developer Tool vs. Product Development Platform31:08 - Marketing Efforts and ROI32:24 - Culture: In-Person Work Environment34:41 - Attracting Talent: Statsig's Approach40:04 - Fundraising: Strategy and Benefits41:35 - AI: Integration with LLMs and Product Extensions44:26 - ML vs. LLMs: Democratization of Access46:44 - Favorite Failure and Learning from Mistakes49:31 - Current Consumption (Books, Podcasts, etc.)50:11 - Lessons Learned as a Founder51:16 - Big Company Perks Missed and Not MissedSubscribe to Startup Project for more engaging conversations with leading entrepreneurs!→ Email updates: ⁠https://startupproject.substack.com/⁠#StartupProject #Statsig #ProductDevelopment #Experimentation #FeatureFlagging #ProductAnalytics #DataDriven #AI #ArtificialIntelligence #SaaS #Entrepreneurship #Podcast #YouTube #Tech #Innovation

John Barrows is joined by Dan Sperring, founder of AlignICP, to unpack one of the most overlooked—but critical—elements of GTM success: your Ideal Customer Profile.Dan has made it his mission to help sales and marketing teams work together to define, refine, and activate a high-impact ICP strategy. The conversation dives into common ICP mistakes (like defaulting to company size or segment), how your ICP evolves year over year, and what characteristics actually matter when targeting the right customers.John and Dan also break down the data on vertical vs. horizontal selling, discuss sales efficiency, and share real-world tips for aligning GTM teams to hit their number more effectively—with less waste.If you want to stop guessing and start closing with clarity, this episode is a tactical must-listen.Are you interested in leveling up your sales skills and staying relevant in today's AI-driven landscape? Visit www.jbarrows.com and let's Make It Happen together!Connect with John on LinkedIn: https://www.linkedin.com/in/johnbarrows/Connect with John on IG: https://www.instagram.com/johnmbarrows/Check out John's Membership: https://go.jbarrows.com/pages/individual-membership?ref=3edab1 Join John's Newsletter: https://www.jbarrows.com/newsletterConnect with Dan on LinkedIn: https://www.linkedin.com/in/dansperring/ and https://www.linkedin.com/company/86145623/Check out Dan's Website: www.alignicp.com

Marketing and sales must operate in alignment to effectively execute an organization's strategic plan and vision. When these work together: messaging is consistent and clear; customer insights are gained, fueling better campaigns and more effective sales approaches; sales close and growth is accelerated. Angus Robertson, Chief Marketing Officer at ConnectWise, joins us to discuss the evolving role of marketing leadership in today's tech ecosystem. Angus brings a global lens to shaping partner success and telling compelling stories that drive business impact. Highlights include: ConnectWise's proactive stance on AI, cybersecurity, community education and supporting MSP's with their reach and impact. Why MSPs must define and align around their Ideal Customer Profile (ICP.) The power of sales and marketing alignment to scale impact. The core message of Angus's book, Outcome Marketing: focusing on value and results Key statements from Angus: “Know your lane and then create a powerful story around it.” “You have to be convinced that you're right. You must have conviction.” “It's the job of marketing to turn strategy into something that engages the market.” Follow Angus on LinkedIn, stay in touch with the community through connectwise.com and pick up his book, Outcome Marketing on Amazon. Timestamps: [16:12] Growing Internationally [18:47] understanding your Ideal Customer Profile [22:09] His Book: Outcome Marketing [27:09] Storytelling success --- more --- If you want to master the art of audience engagement while learning how to conquer speaking anxiety, deliver persuasive presentations, and close more deals, this is the program for you. Twins Talk It Up is hosted by identical twin brothers Danny Suk Brown and David Suk Brown, who share leadership communication strategies designed to help professionals embrace the power of their authentic voice. Together, we'll explore tips and tools to unlock the full potential of your voice, dominate every stage you step onto, and elevate your influence and value. Along the way, we'll crush goals and share plenty of laughs. Book a Free 15-minute discovery call: dsbleadershipgroup.com/schedule-a-call/ Website: appmeetup.com/twinstalkitup/ Community: facebook.com/groups/publicspeakingpoints Patreon: patreon.com/twinstalkitup

Your ideal customer profile (ICP) is the north star for your entire company: it determines who you're building for and selling to. Though most growth-stage founders think they know who their ICP is, very few know how to update and refine it to keep the company focused as they grow—which can lead to a lot of headaches down the road.In this debut episode of a16z Growth's new company scaling podcast, the a16z Guide to Growth, a16z's Joe Morrissey (General Partner, a16z Growth), Michael King (Partner, Go-to-Market Network), and Mark Regan (Partner, a16z Growth) break down why ICP misalignment is often the hidden cause of common problems across the entire company, from pipeline gaps and bloated marketing spend to stalled product roadmaps—and dive deep on how to fix it.They offer tactical advice for defining (and refining!) your ICP as you scale, explain why getting it right requires company-wide alignment, and how to navigate the “precision paradox” when implementing it. Plus, why ICPs matter even more in the AI era, and how a well-executed ICP shows up across the business when it's working. Resources: Read more on sales and go-to-market on our Growth Content CompendiumFind Joe on LinkedIn: https://www.linkedin.com/in/morrisseyjoe/Find Mark on LinkedIn: https://www.linkedin.com/in/mregan178/Find Michael on LinkedIn: https://www.linkedin.com/in/michael-king-62258/Find Emma on LinkedIn: https://www.linkedin.com/in/emmajanaskie/ Stay Updated: Let us know what you think: https://ratethispodcast.com/a16zFind a16z on Twitter: https://twitter.com/a16zFind a16z on LinkedIn: https://www.linkedin.com/company/a16zSubscribe on your favorite podcast app: https://a16z.simplecast.com/Follow our host: https://twitter.com/stephsmithioPlease note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

Betsy Kent is a world expert on the formation of the Ideal Customer Profile. Since 2018, Be Visible has paved the way in identifying the perfect audience for businesses. Now with MeclabsAI, Betsy is creating Simulators for ICPs and that is transformational. Empower your business with smarter, faster, and more effective marketing driven by AI Agents and Customer Simulators.Summary of the PodcastIntroductions and Podcast OverviewKevin and Graham introduce the podcast and welcome their guest, Betsy Kent, an expert in the creation of an Ideal Customer Profile (ICP). They provide background on how Kevin and Graham started the podcast years ago after meeting through an online marketing course.Defining the Ideal Customer ProfileBetsy explains that an ICP is a detailed profile of a business's perfect buyer - the person or people who will see immediate personal benefit in the offering and are in a position to say yes. She shares how she developed her own methodology for creating ICPs when working with clients, going beyond just demographics to deeply understand the customer's mindset, emotions, and decision-making process.Applying ICPs in PracticeBetsy provides a case study of how she worked with a high-end dentist client to identify their ideal patients, leading to immediate improvements in how the dentist interacted with and converted prospects. She emphasizes the importance of truly understanding your target customer, rather than just casting a wide net.Evolving ICPs with AIBetsy discusses how she is now using AI to take her ICP process to the next level, creating "buyer simulators" that allow businesses to test ideas and content with a highly detailed, interactive version of their ideal customer. She explains the benefits of this approach compared to traditional market research methods.Future Plans and Wrap-upBetsy shares her vision for making her ICP and buyer simulator tools more accessible and user-friendly for businesses to use themselves. The hosts and Betsy also discuss her other interests and plans for the future. The hosts thank Betsy for being a fantastic guest on the podcast.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, which combines the world's biggest source of 10,000 marketing experiments with AI. Find Graham on LinkedIn.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Russ D'Argento, CEO and founder of FINTRX, sits down with CJ in this episode to discuss building a Data as a Service (DaaS) business while also sharing insight into the highly lucrative world of family offices. He explains what a family office is (name a billionaire, they probably have one), their roles in wealth management, and how he identified this niche. He sheds light on FINTRX, what it does, and why building a verticalized data business for a niche market can be both exceptionally complicated and rewarding. He delves into the nuances of DaaS business models, what makes them different from SaaS, why it's so important to own your own data, and the unique challenges one faces in a business like this. He also talks bout the fine art of workflow integration and how allowing customers to access FINTRX's data in other APIs has been surprisingly beneficial.If you're looking for an ERP, head to NetSuite: https://netsuite.com/metrics and get the CFO's Guide to AI and Machine Learning.—SPONSORS:Rippling Spend is a spend management solution that handles your entire company's spending in one unified system. It enables you to bring your corporate cards, expense management, bill pay, and more into one place to achieve real-time visibility and uniquely granular control with automated policy controls across every type of spend. Get a demo to see how much time your org would save at rippling.com/metrics.Vanta's trust management platform takes the manual work out of your security and compliance process and replaces it with continuous automation. Over 9000 businesses use it to automate compliance needs across over 35 frameworks like SOC 2 and ISO 27001. Centralize security workflows, complete questionnaires up to five times faster, and proactively manage vendor risk. For a limited time, get $1,000 off Vanta at vanta.com/metrics.Tropic is an intelligent spend management solution that consolidates your spend data and processes into one unified offering, enabling insights and decisive action. From spotting hidden optimization opportunities to automating painful procurement workflows and giving you the best market data to turn vendor negotiations in your favor, Tropic combines smart insights with real human expertise to keep you ahead of the curve. Visit tropicapp.io/mostlymetrics to learn how.NetSuite provides financial software for all your business needs. More than 40,000 companies have already upgraded to NetSuite, gaining visibility and control over their financials, inventory, HR, eCommerce, and more. If you're looking for an ERP platform, head to NetSuite https://netsuite.com/metrics and get the CFO's Guide to AI and Machine Learning.Planful is a financial performance management platform designed to streamline financial tasks for businesses. It helps with budgeting, closing the books, and financial reporting, all on a cloud-based platform. By improving the efficiency and accuracy of these processes, Planful allows businesses to make better financial decisions. Find out more at www.planful.com/metrics.Subscript is a modern billing and revenue recognition platform designed for SaaS finance teams that need flexibility and accuracy. From automated invoicing and dunning to compliant, transparent revenue recognition and real-time analytics, Subscript eliminates manual work, reduces errors, and gives you a single source of truth for all your financial data. Book a free demo at subscript.com.—FOLLOW US ON X:@cjgustafson222 (CJ)—TIMESTAMPS:(00:00) Preview and Intro(02:57) Sponsor – Rippling Spend | Vanta | Tropic(07:23) What Is a Family Office(11:49) Why Family Offices Are an Attractive Place To Grow Your Career(14:06) Examples of Family and Multi-Family Offices(18:04) Sponsor – NetSuite | Planful | Subscript(21:13) The Founding Story of FINTRX(23:38) What FINTRX Does(25:02) The Data as a Service Business Model(28:50) The Challenges of Starting a DaaS Business(34:07) Broad Versus Narrow in DaaS(37:57) Building FINTRX's Ideal Customer Profile(42:20) Sourcing Your Own Data Versus Partnering With Others(46:09) Hiring for Engineering and Data Science(51:07) Using FINTRX's Interface Versus Accessing the Data in Another Tool(1:02:26) Advice for Someone Launching a DaaS Business(1:02:02) A Habit That Russ Swears By as a Founder(1:03:24) A Lesson From Something That Went Awry Get full access to Mostly metrics at www.mostlymetrics.com/subscribe

How can organizations drive sustainable growth and predictable profitability by refining not just their Ideal Customer Profile, but also their Ideal Partner Profile? With economic uncertainties impacting the market, it's no longer sufficient to only understand who your ideal buyer is — businesses must now focus on identifying and investing in the right partnerships. We dive into questions like: What does an ideal partner look like? and What defines a fair, mutually beneficial partnership? Key takeaways include: Go Beyond the ICP: While knowing your ICP is crucial, the real growth may come from honing in on your IPP. The Power of Balanced Partnerships: A successful partnership ensures that the client wins, the partner wins, and you win — avoiding one-sided relationships. What Makes Partnerships Work: Strategic fit, aligned values, shared ICPs, and synchronized buying cycles. Why Some Partnerships Fail: A lack of shared vision, poor alignment, or no clear go-to-market strategy. Tools to Support Partnerships: Move beyond CRMs — consider Partner Relationship Management (PRM) tools to effectively manage partner engagement. Examples of Great IPPs: Highlighting the Red Bull and GoPro collaboration — a case study in complementary brands going to market together. The AppMeetup IPP Framework: A structured approach to evaluating partnerships that can help forecast revenue outcomes. Tips for Success: Develop a partner-first strategy, communicate often, define shared goals, and go to market together. Whether you're a startup or an enterprise, this is packed with actionable insights into building strategic alliances that fuel lasting growth. For more insight into identifying and building strategic partnerships, visit AppMeetup.com --- more --- If you want to master the art of audience engagement while learning how to conquer speaking anxiety, deliver persuasive presentations, and close more deals, this is the program for you. Twins Talk It Up is hosted by identical twin brothers Danny Suk Brown and David Suk Brown, who share leadership communication strategies designed to help professionals embrace the power of their authentic voice. Together, we'll explore tips and tools to unlock the full potential of your voice, dominate every stage you step onto, and elevate your influence and value. Along the way, we'll crush goals and share plenty of laughs. Book a Free 15-minute discovery call: dsbleadershipgroup.com/schedule-a-call/ Website: appmeetup.com/twinstalkitup/ Community: facebook.com/groups/publicspeakingpoints Patreon: patreon.com/twinstalkitup

In this insightful episode of “Path to Market”, Director Natasha Lytton and co-host Micah Smurthwaite, Partner at Pipeline Ventures, are joined by Alicia Carney, a seasoned product marketing expert with extensive experience at high-growth startups like Deliveroo.Together, they dive deep into identifying and validating Ideal Customer Profiles (ICPs) in pre and post product-market fit stages. Alicia shares her insights on navigating early market fit through to scaling operations post-product market fit.She emphasizes the importance of starting with customer needs rather than product ideas, advocating for qualitative user research and pain mapping to identify and validate ideal customer profiles (ICP). She also shares her best strategies for conducting effective customer interviews, iterating quickly based on market feedback, and leveraging practical tools and methodologies for market research.Elaborating on her experiences at Deliveroo, she explains how she managed to segment and prioritize different types of customers, from small businesses to large enterprises, and used iterative testing to refine go-to-market strategies.Chapters:01:01 - 01:36 | Pre-Product Market Fit Strategies01:36 - 02:30 | Validating Customer Assumptions02:30 - 03:50 | Effective Customer Interviews03:50 - 05:04 | Identifying ICP and Pain Points06:23 - 07:39 | The Importance of Customer Feedback07:39 - 08:54 | Retention vs. Acquisition Strategies08:54 - 10:15 | Post-Product Market Fit Tactics

In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by John Rowell, co-founder of Pinned Golf, about his transition from a successful career in enterprise sales to entrepreneurship. Rowell shares his invaluable experiences from working at EMC Dell Technologies and Lacework, highlighting the importance of process and preparation. He discusses how these skills translated into building a thriving startup, explains the significance of defining an ideal customer profile, and offers insights into the challenges and rewards of making the leap to start his own company. The episode also delves into Pinned Golf's innovative products, the dynamics of working with friends, and strategies for effective sales and management in both B2B and B2C environments.ADDITIONAL RESOURCESVisit Pinned Golf! Check out their products here: https://pinnedgolf.com/Connect with John Rowell:https://www.linkedin.com/in/johnerowell/Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0Read Force Management's Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0HERE ARE SOME KEY SECTIONS TO CHECK OUT[00:01:39] John Rowell's Career Journey at EMC and Lacework[00:05:21] Advice for BDRs and SDRs: Building Confidence and Authenticity[00:07:37] The Importance of Pre-Call Preparation[00:15:01] Process Equals Speed: Lessons from Lacework[00:19:23] Transitioning to Entrepreneurship: Founding Pinned Golf[00:25:19] Developing and Marketing Pinned Golf Products[00:31:36] The Caddy: Revolutionizing Golf Technology[00:34:17] Pre-Order and Market Gap[00:35:46] Finding the Ideal Customer Profile (ICP)[00:38:26] Distribution Strategies[00:41:14] Entrepreneurial Journey and Challenges[00:46:56] Manufacturing and Role Segregation[00:48:30] Partnership Dynamics and Decision Making[00:57:50] Sales and Growth Mindset[01:04:53] Product Customization and Corporate GiftsHIGHLIGHT QUOTES"Process equals speed.""If you're not prepared, you'll figure it out after the call, but then it's too late.""The best way, the best connection you can make is to give that person space to be able to articulate what their challenges or problems are.""If you can get the channel really working for you and selling on your behalf, you can touch so many more people.""You can have three guys in a boat, but if only one's rowing, it's definitely not gonna work."

When economic and market turbulence strikes without warning, SaaS founders and marketers naturally start to wonder... should we cut marketing budget, pivot our message, or hold the line? In Episode 83 of B2B SaaS Marketing Snacks, co-hosts Brian Graf and Stijn Hendrikse explore how B2B SaaS companies can not only survive but thrive when the economy takes a dip. You'll hear why maintaining focus on customer value is more important than ever, and how to avoid knee-jerk reactions that can hurt long-term growth. Here's what you'll learn:Why value beats panic pricing: How to double down on real customer value and practice value-based pricing instead of slashing prices or entering a race to the bottom, ensuring your offering remains essential even as budgets tighten.Adapting your ICP and personas: How to re-evaluate your Ideal Customer Profile in a downturn – identifying which segments of your market still have budget or greater need for your solution – and adjusting your buyer personas (e.g. addressing newly empowered CFOs) to align with shifting priorities.Retention and expansion first: Why it's crucial to prioritize customer retention and expansion over pure new customer acquisition during a recession. Learn ways to strengthen customer success, keep your existing clients happy, and grow revenue from your install base so you protect your ARR.Smart budget optimization: Guidance on trimming the fat in your marketing spend without killing your growth engine. Discover how to audit your channels and CAC, cut the underperforming tactics, and double down on the efficient strategies so your go-to-market stays lean and effective.Flexible pricing & “survivor” offers: Creative strategies to help customers stay on board. This includes shifting to usage-based or monthly pricing options, offering more flexible payment terms, or even introducing a limited-time “survivor package” – a pared-down, high-ROI product tier designed to prevent churn and attract budget-conscious buyers from less flexible competitors.Pivoting your content strategy: How to tweak your marketing messaging and content in tough times. Our hosts share why thought leadership alone isn't enough in a downturn – and how creating practical “survival” guides, checklists, and playbooks for your audience can build trust and relevance. (Spoiler alert... help your champions justify your product internally by focusing on immediate execution and ROI, not just big ideas.)Rather than resorting to fear-driven cuts, you'll learn how to strategically adjust your approach – protecting the customer base you've worked hard to build and seizing opportunities that competitors might miss. Brian and Stijn's advice will help you keep your growth engine running strong (even on a leaner budget), align your product and messaging with what customers need right now, and ultimately come out of the downturn with a healthier, more focused business. B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.Resources shared in this episode:How to update your B2B Marketing Strategy in a recession8 B2B marketing tips to offer a modern and adaptive marketing strategy4 Red Flags in SaaS MarketingHiring great marketers in todays outsourced labor marketT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.Meet our Marketing Snacks Podcast Hosts: Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of KalungiAs a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft's Office platform.Brian Graf: CEO of KalungiAs CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.Visit Kalungi.com to learn more about growing your B2B SaaS company.

Ideal Customer Profile (ICP) is a term commonly used across the SaaS industry - but what does it really mean, how can a company effectively build a customer acquisition strategy around it and what METRICS can be used to determine a company's ICP and then measure if it really is the best target customer segment?During this week's episode, Dave "CAC" Kellogg and Ray "Growth" Rike discuss the following ICP elements to understand, execute and measure the ROI on the "Ideal Customer Profile":What variables are used to determine the ICPHow to measure the relevant fit of a prospect to the ICPHow to measure if the identified "ICP" is the best target customer segment(s)What metrics can be added to the traditional ICP criteria to enhance the targeting strategyAs always - CAC and Growth introduce a new pairing and an attempt at humor throughout the episode

Peter Czepiga is the founder of Flighted, an agency that helps DTC brands profitably scale their advertising on platforms like Meta, TikTok, and Google. He also runs his own brand, Ando. Flighted has worked with some of the most popular DTC brands spending between $50-300k per month on ads.In this episode of DTC Pod, Peter shares his strategies for launching and scaling profitable ad campaigns on Meta for DTC brands. He covers how much to spend to prove out product-market fit, what types of creative work best, his approach to audience targeting, and how AI is impacting ad creative production. Peter also explains how DTC ad tactics can be applied to other business models like SaaS.Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.On this episode of DTC Pod, we cover:1. Proving Product-Market Fit2. Setting up Ad Accounts for New Brands3. Budget and Assets Needed to Test Ad Creative4. Creative Strategies for Successful Ads5. AI in Ad Creative Generation6. Applying DTC Ad Tactics to Other Business Models7. Flighted's Agency Model and Client EngagementsTimestamps00:00 Peter's background in ecommerce and growth 04:08 What is takes to prove product-market fit with ads 09:57 Scaling ad budget after initial traction 13:32 What is Meta Advantage+ campaigns and when to use it16:10 How to manage ad frequency and exclusions19:31 Creative mix: formats, messaging, placements24:36 Messaging frameworks that resonate in ads27:43 Tips for sourcing and creating ad creative 32:31 AI-generated ad creative: potential and limitations 38:28 Applying D2C ad tactics to SaaS and other businesses 43:23 How Flighted works with clients 45:32 Wrap up; how to connect with PeterShow notes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here.Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTokPeter Czepiga - Founder of FlightedBlaine Bolus - Co-Founder of CastmagicRamon Berrios - Co-Founder of Castmagic

Mastering Sales Strategies and Building a Robust Referral System from the Sales Hunter himself, Mark Hunter. Learn the skills needed to dominate your field, from setting purposeful daily routines to maintaining an up-to-date CRM and executing a seamless follow-up process.  Mark guides you through critical strategies like understanding your sales pipeline and close ratios, and the power of engaging in meaningful conversations to boost productivity. By the end of this episode, you'll be equipped with the mindset and habits that set the top performers apart from the rest. Referrals are not just the cherry on top—they're the whole cake! Discover the secrets to building a robust referral system that aligns perfectly with your Ideal Customer Profile. Don't miss this chance to elevate your sales game; your future self will thank you. ⭐ Leave us a rating or review on your favorite podcast app. We actually read them!  

Irene Chen and Matthew Grenby are the co-founders of Parker Thatch, a luxury handbag and accessories brand they bootstrapped to 8-figures over the course of 20 years. Matt's expertise spans tech, design, and marketing, while Irene brings deep fashion industry knowledge from working with powerhouse brands like Donna Karan and Calvin Klein.In this episode of DTC Pod, Matt and Irene share how they navigated the shift from an e-stationery startup to eventually finding product-market fit with their signature luxury bags. They discuss key lessons learned in bootstrapping—the importance of market timing, how to manage inventory risks, and why flexibility and systems are critical when growing a brand.Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.On this episode of DTC Pod, we cover:1. Founding and Evolution of Parker Thatch2. Initial Business Concepts and Pivots3. Strategies for Managing and Allocating Inventory4. Importance of Flexibility in Business Operations5. Bootstrapping and Capital Allocation6. Building Systems for Scalability7. Marketing and Demand Generation Strategies8. Community and Customer EngagementTimestamps00:00 Matt and Irene's backgrounds before Parker Thatch 06:55 Starting an e-stationery business in 200007:43 Pivoting to selling physical stationery and home goods 9:00 Lessons on market timing and pivoting when starting a business11:51 Changing company name from iomoi to Parker Thatch13:52 Creating Parker Thatch's debut handbag18:19 Bootstrapping, capital allocation, inventory decisions22:08 Why early business success depends on flexibility and testing25:53 Introducing leather bags and streamlining production29:10 Why small businesses fail without systems32:29 Shifting to systems thinking to enable business growth35:07 Marketing strategies to drive customer demand37:01 Building community and brand identity around "functional luxury"42:34 Relationship dynamics as husband and wife co-founders45:55 Key focuses for 2025 and beyond with PTTV 47:48 Where to find and connect with Parker ThatchShow notes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here.Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTok  Irene Chen and Matthew Grenby -  Co-Founders of Parker ThatchBlaine Bolus - Co-Founder of CastmagicRamon Berrios - Co-Founder of Castmagic

Send us a textEvery business needs to know its avatar (or "Ideal Customer Profile"). Once you know who you're serving and why, giving them what they need becomes much easier. In today's episode, we'll discuss 5 keys to discovering your ICP and 5 key questions to ask about them. Enjoy. Also, come join us July 14-18 in sunny Cancun on a marriage retreat designed for busy entrepreneurs and their spouses!  Click HERE for more details. 

Dan and Ian reflect on their personal and business highlights from 2024, discussing parenting, travel, finance, making hard decisions in business and gaining clarity. They also dive into the systems and frameworks that have driven meaningful progress for them and their coaching clients over the past year. Learn more at dynamitecircle.com (dynamitecircle.com) Chapters (00:00:27) New Year Reflections and Personal Updates (00:02:54) Exploring Relationships and Parenting Dynamics (00:08:00) Travel Goals: Family and Wifi (00:10:16) Year of Changing Views on Finance (00:15:01) What people who are making progress have in common (00:22:10) What those who are stagnating have in common (00:23:50) Are you the best person for this job? (00:25:14) Understanding your Ideal Customer Profile (00:29:23) Scoreboard discipline (clarity) (00:37:30) Crazy event schedule Connect with us: Dan: @TropicalMBA (https://twitter.com/TropicalMBA) or dan@tropicalmba.com Ian: @AnythingIan (https://twitter.com/AnythingIan) or ian@tropicalmba.com Useful links: Connect with other entrepreneurs (https://dynamitecircle.com/join-dc/) Coaching for $250K+ founders (https://dynamitecircle.com/dc-accelerator) Community for 1M+ founders (https://dynamitecircle.com/dc-black) Hire remote talent (https://remotefirstrecruiting.com/) Find a remote job (https://dynamitejobs.com/) Follow us on Instagram (https://www.instagram.com/tropicalmba/) Past guests on TMBA include Cal Newport, David Heinemeier Hannson, Seth Godin, Ricardo Semler, Noah Kagan, Rob Walling, Jay Clouse, Einar Vollset, Sam Dogan, Gino Wickam, James Clear, Jodie Cook, Mark Webster, Steph Smith, Taylor Pearson, Tommy Griffith, Justin Tan, Matt Gartland, Travis Jamison, Ayman Al-Abdullah, Tynan, Brian Balfour, Nick Huber, Mike Michalowicz, Greg Crabtree, Jordan Gal Additional episodes you might enjoy: “$1.5 Million from LinkedIn: Strategies for Building Influence and Consistent Revenue” (https://tropicalmba.com/episodes/million-from-linkedin) “It's easier to 10X than to 2X” + 8 Lessons from CEO Bootcamp (https://tropicalmba.com/episodes/easier-10x-than-2x) Building ‘Brick by Brick': Goals, Plans, Scorecards, Cadence (https://tropicalmba.com/episodes/brick-by-brick)