Accelerate Podcast with Andy Paul
January 26, 2017

How to Shorten Time to Revenue with Account-Based Everything. With Jon Miller. #365

Joining me on this episode of Accelerate! is my guest Jon Miller, Founder and CEO of Engagio. Among the many topics that John and I discuss, are how Account-Based Everything (ABE) is not marketing automation but human engagement, methodically orchestrated, assisted by data; how ABE breaks down silos and aligns marketing and sales; and, how ABE shortens the time to revenue for the large, complex sale.  

KEY TAKEAWAYS

[:46] Jon’s BS is in physics, studying fusion. He was accepted by MIT into a Ph.D. program, but, instead, followed his friends into management. Engagio is Jon’s second startup. He cofounded Marketo — recently bought by Visa Equity.

[3:28] With Marketo, Jon fished with a net for whatever they picked up. They tried reaching out to spear big fish with outbound marketing tactics, but Marketo was not a fit for that. Engagio was built as a platform for account based marketing.

[5:48] Until recently, marketing has been a lead-centric business, not an account-centric platform, as sales has been. When marketing and sales work together on the same accounts, they are more relevant, focused, and personalized.

[8:56] TOPO says marketing alone will only get about 15% penetration into the target accounts. What does penetrate better is the account based sales development function.

[10:16] Account based sales development, working independently from account based marketing, builds silos. Engagio works to build all functions together under the same tent: Account Based Everything, a phrase borrowed from TOPO.

[11:06] ABE is a strategy for aligning and orchestrating marketing, sales, sales development, and customer success, into personalized interactions across the account — both for new business and existing customers.

[13:03] How does the ABE approach gives a shorter time to revenue than marketing alone?

[15:34] Account based outbound lets you target big fish, reaching high into those accounts, using the challenger model to create the opportunity, which puts you in a strategic place.

[16:24] The traditional sales model for large account has many hand-offs. The ABE model involves everybody in an orchestrated process. There are no marketing deals or sales deals, but team deals.

[20:36] Jon uses two analogies for Engagio: the orchestra conductor, making sure the right people come in and out at the right time; and the football play mapped out in a diagram, emphasising the elements of the team.

[23:16] This is not marketing automation, but human engagement, methodically orchestrated, assisted by data. Jon explains how it is the opposite of sales spam.

 

December 6, 2016

How to Use Deal Reviews to Close More Orders. With Cian McLoughlin. #323

Joining me on this episode of Accelerate! is Cian McLoughlin. Cian is Founder and CEO of Trinity Perspectives, a sales consultancy based in Sydney, Australia, and author of the new bestselling book, The Rebirth of the Salesman. Among the many topics that Cian and I discuss are the value of detailed Win/Loss Reviews, the surprising things that influence customers in their decisions to buy or not, and why ‘tier two’ salespeople are not your best choice for account management and customer success roles.

October 25, 2016

How to Accelerate the Growth of your SaaS Company. With Nic Poulos. #288

Joining me on this episode of Accelerate! is Nic Poulos, Founder of Bowery Capital, a thesis-driven early-stage investor backing exceptional founders. Among the topics Nic and I discuss in this episode are: why enterprise customers are becoming more willing to buy mission critical systems from start-ups, what strategies help a start-up to get through the growth stage, and how to structure an effective proof-of-concept trial that works for your buyer and you.

September 30, 2016

Is the B2B Salesperson An Endangered Species? With Bridget Gleason. #267

Welcome to another edition of Front Line Friday with my regular special guest, Bridget Gleason. On this episode, we focus our conversation on the changing role of the B2B salesperson in the face of rapidly evolving sales tools, automation, and systems. We talk about the sales behaviors and skills in the sales cycle that are “uniquely human”, and nearly impossible to replace with technology. Listen in as Bridget and I discuss how salespeople can develop the habits and behaviors that not only improve their current performance, but also secure their role in future.   

September 26, 2016

How to Accelerate Your Business Growth. With Jake Dunlap. #263

Joining me on Accelerate! is Jake Dunlap, founder and CEO of Skaled, a revenue innovation group focused on helping clients develop replicable ways to generate new business. In this episode, Jake and I talk about the key revenue growth strategies that Skaled has gleaned from working with hundreds of B2B clients to help them refine their sales processes and increase sales.

July 27, 2016

How to Build A High Performance Sales Culture. With Ron Karr. #211

Ron Karr is the founder of Karr Associates, Inc., a leading sales speaker, consultant and author of several books, including the bestselling Lead, Sell, Or Get Out of the Way: The 7 Traits of Great Sellers. On this episode, Ron joins me to detail the 7 traits shared by great sellers, how to grow a high performance sales culture and how to increase your influence through significance. Ron also talks about “mastermind” groups, how they work and how you can benefit from membership in one.

July 26, 2016

How to Break Through The Noise to Sell to CEOs. With Bill Stinnett. #210

Bill Stinnett is the President and Founder of Sales Excellence International, a global training and consulting organization and the author of Selling Results!: The Innovative System for Maximizing Sales by Helping Your Customers Achieve Their Business Goals. On this episode, Bill and I discuss how to effectively sell to CEOs and major accounts. Among the topics we discuss are Bill’s strategies for breaking through the noise and capturing the attention of CEOs and how to conduct an effective discovery call with C-level execs. Be sure to listen now!

July 24, 2016

Special Episode: What Impact Will “Brexit” Have on Your Sales?

If you do business in Europe, then the UK’s decision to exit the European Union (EU), otherwise known as Brexit, could have a direct impact on yours sales. And your business.

In this special episode of Accelerate! I talk with three European-based sales experts about the possible near-term and long-term, ramifications of Brexit for business in general. And B2B sales in particular.

While there is still much uncertainty that surrounds Brexit, and the UK’s future relationship with the EU, it’s prudent to begin thinking about how it could impact your business.

My guests today are not political commentators. But they are business experts with very definite opinions that you’ll want to hear.

First, I speak with Tim Hughes. Tim Hughes is the Uk-based founder and partner of Digital Leadership Associates, a social digital transformation agency. He is one of the leading experts on social selling and the author of a great new book: Social Selling: Techniques to Influence Buyers and Change Makers. Tim was previously on Accelerate in Episode #157 titled The 5 Pillars Of Social Selling To Re-Energize Your Pipeline.

After Tim, I talk with Regis Lemmens. Regis is the Brussels-based founder of Sales Cubes, a consulting firm which helps sales organizations to innovate and co-create value with their customers. He is also a professor in Sales and Sales Management teaching at business schools in Belgium , the Netherlands and in the UK. Regis was also previously been on Accelerate in Episode #76 titled The Future Of B2B Sales And The Changing Role Of Sales Reps. Check out our excellent conversation on how B2B sales reps will have to become value co-creators.

Finally, I chat with Bob Apollo, Founder of Inflexion-Point Strategy Partners based in Reading, UK (about 45 miles west of London.) Bob is an expert on the subject of value-based selling for the complex B2B sale. Be sure to check out my previous conversation with Bob in Episode #66 of Accelerate! titled How To Simplify And Shorten Sales Cycles With Value-Based Selling.

Be sure to listen now!

May 31, 2016

On Accelerate! Now: Episode 167 with Tony Hughes. The Coming B2B Sales Disruption. How to Survive It and Thrive.

Tony Hughes is ranked the #1 Influencer for professional selling in Asia-Pacific by Top Sales World magazine and the best-selling author of The Joshua Principle.

Tony has some startling news for sales reps today. Based on a variety of industry forecasts, the number of B2B sales reps is projected to dramatically shrink over the next four years.

The driving force for this change is that too many B2B customers do not receive sufficient value from their interactions with sales reps during their buyer’s journey. Given the trove of information readily available to them online, newly empowered buyers are willing to go outside the traditional engagement with sales reps to gather the information they need to quickly make good decisions.

In this episode, Tony and I discuss the growing challenges for B2B sales reps and what they need to do become a lasting and powerful source of value to their customers. Among the topics we discuss include:

• The reasons why so many sales reps vulnerable to seismic shifts taking place in how their prospects and customers buy.

• The forces that could dramatically shrink the number of B2B sales reps over the next four years.

• The challenges sales reps must confront in order to continue to add value to their buyers. (And keep their jobs in the process.)

• How to inspire your buyers to follow you.

April 28, 2016

On Accelerate! Now: Episode 144 with Guy Nirpaz. The Role of Customer Success Teams in Growing Your Revenue

Guy Nirpaz is the co-founder and CEO of Totango, a leading customer success platform. He is also the author of the new book Farm Don’t Hunt: The Definitive Guide to Customer Success.  In today’s episode Guy and I discuss the critical role Customer Success teams play in expanding the lifetime value of your customers. Among the many topics we are discuss are:

  • The essential differences between Customer Success and Customer Service. And, what this means for your business.
  • The role of Customer Success in onboarding, expanding and renewing customer relationships.
  • How to use Customer Success data to reduce customer churn.
  • The role of value creation in driving renewals.
  • The biggest challenges that customer success teams face.