Episodios
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Chapters
01:06 Guest Introduction
01:13 Dakota's Dual Business Model
02:39 Origin Story of Dakota
03:10 Transition from Employee to Entrepreneur
05:06 Early Days and Initial Client Acquisition
06:37 Growing the Company and Sales Team Development
07:42 Implementing the 'Dakota Way'
09:01 CEO's Role in Sales Process
10:32 Sales Team Expansion and Developing Leadership
12:07 Introducing AI in Sales
13:14 Utilizing AI for Enhanced Customer Targeting
16:03 Cold Outreach Strategies
18:50 Building a Sales Culture Focused on Belief and Persistence
20:28 Importance of the Human Element in Sales
25:07 Final Insights and Advice for CEOs
About GuestGui Costin is an entrepreneur and thought leader with a track record of success in the field of sales and marketing. He is the founder and CEO of Dakota, a sales and marketing company specializing in investment services. With over 30 years of experience in the industry, Gui possesses an extensive knowledge of the global economy and investment world. Throughout his career, he has successfully launched and managed numerous businesses in the investment space. His expertise lies in sales strategy, business development, market research and product management.
About Guest CompanyDakota is an industry leader when it comes to sales and marketing in the investment services sector. The company was established by Gui Costin with a vision to revolutionize investment sales and marketing efforts through technology. Today, Dakota boasts a comprehensive sales platform â Dakota Marketplace, which is the first-ever search engine for investment strategies. The platform connects asset managers with potential investors. Alongside Dakota Marketplace, the company offers various other services like fund placement, investor research, data sync service that help drive revenues of businesses in capital raising.
LinksConnect with Gui Costin
LinkedIn Profile: https://www.linkedin.com/in/guicostin/
Company Website: https://www.dakota.com/
Gui Costin's book 'Millennials Are Not Aliens' on Amazon: https://www.amazon.com/Millennials-Are-Not-Aliens-Everything/dp/1946633429
Gui Costinâs book âThe Dakota Wayâ: Stay Tuned - Scheduled to be released in February 2025!
Dakota's YouTube Channel featuring Gui Costin: https://www.youtube.com/@DakotaLivePodcast
Book recommended by Gui : Amazon management systems The Amazon Management System - Ram Charan - Author, CEO Advisor
Podcast recommended by Gui: Chris Lockhead Podcast : Category Pirates (2) Category Pirates đŽââ ïž - YouTube
Connect with Alice Heiman
LinkedIn Profile: https://www.linkedin.com/in/aliceheiman/
Aliceâs Website: https://aliceheiman.com/
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Episode DetailsChapters
00:01 Introduction and Importance of Modern Sales Strategies
01:40 Understanding and Organizing Sales Opportunities
03:16 Differentiating Leads from Opportunities
04:47 Tracking and Managing Opportunities
06:13 The Funnel vs. The Pipeline
07:33 Analyzing Pipeline Health and Sales Quotas
09:02 The Significance of Periodic Reviews
10:51 Avoiding Common Pipeline Review Mistakes
12:24 Conducting Effective Funnel and Deal Reviews
Social LinksConnect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
Aliceâs Website: https://aliceheiman.com/
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Chapters
01:21 Guest Introduction
Introduction to guest Jay Aigner, a founder of a QA software testing company, sharing glimpses into starting his business.
01:39 Current Company Operations
Jay Aigner explains his company's role in alleviating QA bottlenecks and providing quality assurance services to software companies.
02:17 Initial Inspiration for Starting a Business
Jay recounts his career journey leading up to entrepreneurship, inspired by personal life challenges and a lack of job opportunities.
03:17 Side Gigs Before Entrepreneurship
Jay discusses managing multiple consulting gigs while holding a full-time job and how that transitioned into his business.
04:02 Transitioning to Full-Time Business
The turning point when Jay decided to focus solely on his business, pursuing an opportunity after being laid off.
05:02 First Steps in Growing Business
Details on how Jay's business acquired its first customers through Upwork and networking in local business groups.
06:21 Building a Team
Jay describes the initial team-building phase, stating the importance of offloading tasks to focus on growth and leadership.
07:34 Addressing Sales Challenges
The struggles and learning curve involved in establishing an effective sales framework and team within the company.
08:43 Utilizing AI and Technology
Discussing how the company integrates AI for enhanced efficiency while focusing on personalized client interactions.
10:11 Sales Strategies and Customer Relationships
Insights into maintaining customer relationships and developing targeted sales strategies through localized networking.
11:54 Importance of a Structured Sales Framework
The critical role of a formal sales framework and accountability in scaling and managing sales efforts effectively.
12:40 Strategic Partnership and Lead Generation
Jay emphasizes the importance of strategic partnerships and localized lead generation in scaling the business.
14:24 Utilizing, Training, and Implementing AI
How AI is utilized for list building and data analysis, providing a competitive edge in personalized marketing.
16:18 Growth Through Strategic Partnerships
Jay elaborates on the future growth strategies focused on forming strategic partnerships within the industry.
19:31 Value of a Podcast in Business Networking
Jay shares the benefits of running a podcast for networking, brand building, and direct business opportunities.
About GuestJay Aigner is the founder and CEO of JDAQA Software Testing, a leading provider of QA solutions for modern software platforms. With over a decade of experience across various software domains, Jay has expertise in development, quality assurance, and product management. He transformed JDAQA from a startup consulting firm into a prominent software testing company operating nationally and internationally. Jay also hosts The First Customer Podcast, interviewing successful software entrepreneurs and leaders. In his free time, he enjoys spending time with his family, astrophotography, flying, skateboarding, and fishing.
Social LinksConnect with Jay on LinkedIn:
(13) Jay Aigner | LinkedIn
The First Customer YouTube Channel:
The First Customer - YouTube
Books recommended by Jay:
Ecosystem Lead Growth. https://a.co/d/bM2siVq
Fanatical Prospecting: Fanatical Prospecting - Jeb Blount
Aliceâs Website:https://aliceheiman.com/
Connect with Alice on LinkedIn:
https://www.linkedin.com/in/aliceheiman/
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Imagine freeing up hours in your day while boosting your teamâs productivity and engagement. With the right AI tools, thatâs possible. In this Sales Talk for CEOs episode, Alice Heiman speaks with Gillian Utesch, CEO of Broken Glass Ceiling Marketing, about how AI-driven tools can help your team to streamline marketing, personalize engagement, and tackle sales in a whole new way. Hereâs what you need to know about AI to enhance your go-to-market strategy without stretching your team to the limit.
From Pharmacist to Marketing Innovator: Gillianâs JourneyGillianâs story starts in a surprising placeâa pharmacy. Transitioning from a pharmacist to a marketer, makes sense right? LOL, I think she has a whole book in that story. She started a firm to do traditional marketing and she quickly realized there were a lot of things she didnât want to do. That set her on a path to automate those tasks so she could get them off her plate. She was so successful that she realized that her clients might like to do the same. They wanted to automate the repetitive tasks that often bogged down teams. So she built out the tools so that everyone can use them. Now, her company helps clients minimize time on routine activities, allowing CEOs and their teams to focus on growth. As Gillian puts it, âI didnât build a business around what I loved doingâI built it around what I didnât want to do, so others wouldnât have to either.â
Key Insights for CEOs Embracing AI in Marketing and SalesReaching Clients in Multiple Time Zones
After COVID, work styles and locations became more dispersed, with clients now spread across global time zones. Instead of a one-size-fits-all approach to communication, AI can help you identify ideal times for outreach, increasing the likelihood of engagement without adding work to your teamâs plate.Cutting Through the Noise with Personalized Communication
Email inboxes are overflowing, making it harder than ever to connect meaningfully with customers. AI can analyze your audienceâs preferences, enabling your team to deliver highly relevant content that resonates. Rather than sending blanket emails, think about messages that address your clients' specific industries and needs.Engagement Over Posts: Building Authentic Connections on LinkedIn
Posting on LinkedIn isnât enough. True engagement happens through interaction, which is often time-consuming. AI tools can handle initial connections and automate responses in line with your brand voice, freeing you to jump into conversations when they matter most.Action Steps for CEOs to Implement AI EfficientlyAssess and Integrate AI Tools with Purpose
Determine which tasks are ripe for automationâthink of repetitive, high-volume activities like initial outreach or follow-ups. Tools like xiQ allow for deep research and message personalization, helping your team engage meaningfully without sacrificing time.Build Authenticity into Automation
AI tools should support authentic connection. Personalization doesnât just mean using a contactâs first name; itâs about showing real knowledge of their challenges. Setting up guidelines for your team can ensure AI outputs reflect your brand and bring value to every interaction.Scale Strategically Without Losing Personal Touch
As your reach expands, so does the need for genuine, tailored responses. AI can assist in automating responses that sound natural and caring, allowing your team to handle larger volumes without compromising quality.Leveraging AI to Free Up Time and Maximize ImpactThe real value of AI for CEOs isnât just about saving time; itâs about allowing you and your team to focus on what matters mostâbuilding relationships, strategizing for growth, and driving impactful outcomes. As Alice Heiman notes, âAI is here to stay, and those who embrace it will outpace those who donât.â
For more on how to apply AI to your business and improve your sales and marketing strategy, tune into the full episode of Sales Talk for CEOs with Alice Heiman.
Episode DetailsChapters00:00 Introduction
01:27 Guest Introduction
02:33 From Pharmacy to Marketing
03:17 Business Challenges and Innovations
04:25 Application of Pharmacist Skills in Marketing
06:10 Changing Workspaces and Marketing Strategies
07:59 Adapting to Global Clientele
10:02 Evolution of Communication and Marketing Tools
11:50 Customization and Personalization in Marketing
13:57 Leveraging AI for Efficient Marketing
17:01 The Impact of AI-Driven Tools on Business Growth
19:45 Automating Interactions and Engagement
23:13 The Crucial Role of CEO in Marketing
26:24 Efficacy of AI in Crafting Genuine Engagement
32:09 Summation and Special Advice for CEOs
39:27 Conclusion
About GuestI come from the âlost and foundâ marketer bin. At the fourth-grade career fair I didnât choose Marketing as my field, life chose it for me. Twenty years later (at 29 years-old!) I still love chasing new ideas and reinventing better, smarter, cooler ways to do old things. I live in Raleigh, NC with my little family and 2 silly dogs. I wanted to connect with you about your podcast because as an entrepreneur I was stressed and overwhelmed leading my own company. So in a moment of desperation, I pulled pieces from my creative and technocrat background to create an envelope-pushing proposition: harness artificial intelligence to revolutionize how businesses go-to-market in a human way. I truly had to figure it out, or my business wasnât going to survive. I needed to design a way to blend the analytical power of AI with the resonant touch of human storytelling. Storytelling is the secret sauce of marketing success. People want to be seen, heard and connected with in a genuine way, but how do you scale that? That single question drove me to design, iterate, break and rebuild until I had created a brand, agency and platform that wasnât just a business but a manifesto: a marketing renaissance where technology amplifies creativity, and every strategy remains a personalized narrative. I'm trying to dispel any fears folks may have about using AI in their lives + business. AI is just the instrument; the human heart remains the composer.
About Guest CompanyIn a digital age craving innovation, our visionary Founder and SheEO pulled pieces from her creative and technocrat background to create an envelope-pushing proposition: **harness artificial intelligence to revolutionize how businesses go-to-market in a human way**. Broken Glass Ceiling Marketing was born from this dichotomy, and was welcomed into the world with skepticism as we drove to blend the analytical power of AI with the resonant touch of **human storytelling.** Storytelling is the secret sauce of marketing success. People want to be seen, heard and connected with in a genuine way, but how do you scale that? That **single question** drove us to design, iterated, break and rebuild until we had created a brand, agency and platform that wasnât just a business but a manifesto: **a marketing renaissance where technology amplifies creativity, and every strategy remains a personalized narrative.**
Social LinksGillianâs Website: brokenglassceilingmarketing.com
Follow Gillianâs Facebook Page: https://www.facebook.com/brokenglassceilingmarketing
Connect with Gillian on LinkedIn: https://www.linkedin.com/in/gumoney/
Connect with Gillianâs company page on LI https://www.linkedin.com/company/broken-glass-ceiling-marketing/
Aliceâs Website:https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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Imagine your sales team leveraging tools that analyze data, predict trends, and create personalized messages in real-time. This isnât some futuristic fantasyâitâs happening now in todayâs AI-driven sales landscape. As Alice Heiman puts it, âSalespeople who donât use AI will be replaced by those who do.â
In this episode of Sales Talk for CEOs, Alice explores how AI can reshape your go-to-market (GTM) strategy. Letâs dive into the key takeaways and action steps every CEO should consider.
AIâs Impact on Customer Success and MarketingBefore tackling sales, letâs look at how AI is already transforming customer success and marketing. AI enhances customer interactions by delivering fast, accurate responses, personalizing communication, and even predicting customer needs.
In marketing, AI tools handle content creation, manage social media, and even assist with graphic design. This ensures consistent messaging and saves your team countless hours.
Sales and AI: Navigating the New FrontierIntegrating AI into sales feels like stepping into uncharted territory. Thereâs enormous potential, but also new challenges. Some CEOs worry AI might dilute their brandâs voice or leak sensitive data. The truth? When used properly, AI is a game-changer.
Action Steps for CEOs: Implementing AI in SalesEstablish Clear Guidelines: Set rules on AI use to protect data security. Make sure your team knows the risks of free AI tools and has clear directives on approved software.Train Your Sales Leaders: Train sales leaders on AI policies and tool usage. Then, empower them to educate their teams so AI becomes a strategic advantage, not a point of confusion.Use AI for Research and Personalization: Tools like xIQ offer valuable insights into prospects, help with SWOT analyses, and tailor messaging based on personality types. Your team can use this information to connect on a deeper level.Craft AI-Powered Emails and Messages: AI can help create engaging, personalized emails. However, always review and refine the content to ensure itâs accurate and fits your brandâs tone.Develop Sales Strategies Using AI:
Stay Competitive by Embracing AI
AI can analyze account data, spot new opportunities, and suggest next steps. This helps your team make informed decisions and stay ahead of the competition.AI is rapidly changing how sales teams operate. By integrating it into your GTM strategy, you can improve efficiency, boost customer engagement, and drive more revenue. As Alice Heiman says, âAI is here; itâs doing great things. We need to use it, but we need to be smart.â
Ready to learn more about using AI in your sales strategy? Tune in to the full episode of Sales Talk for CEOs with Alice Heiman for a deeper dive.
Chapters00:02 Introduction to AI in Sales
01:51 Establishing AI Guidelines and Policies
03:25 AI in Customer Success and Marketing
06:22 Addressing Fears and Misconceptions About AI in Sales
08:53 Training and Implementing AI for Sales Teams
10:06 AI Tools for Sales Coaching
11:28 AI for Sales Research and Prospecting
14:16 AI for Crafting Effective Sales Communication
17:05 AI for Developing Sales Strategies
20:42 Conclusion and Call to Action
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Imagine if the key to faster growth and deeper connections was something as simple as being yourselfâauthentically. In this episode of Sales Talk for CEOs, Erin Hatzikostas reveals how authenticity, when used intentionally, becomes a powerful tool for CEOs to lead with confidence, build trust, and create a lasting impact in their organizations.
Key Insights from the Episode:
1. Authenticity is a Strategic Advantage
Erin Hatzikostas makes a bold claim: authenticity isnât about just "being yourself"âit's a strategic tool for leadership and business success. She defines authenticity as being genuine, original, and authoritative. By focusing on these traits, leaders can create trust and connection, both internally and externally. Erin explains that many leaders mistakenly believe they are already authentic, but true authenticity is more nuanced and requires intentionality.âAuthenticity isnât about you; itâs about showing up for others. Itâs an absolute fast pass to connection, trust, and differentiation,â Erin explains.
2. The Myth of "Being Yourself"
Erin debunks the common belief that authenticity simply means being yourself. Instead, she explains that authenticity must be in service to others, meaning itâs about how you show up for your team, your customers, and your partners in unexpected ways. It's about being genuine in moments where people least expect it, and knowing that being transparent doesn't always mean oversharing.âItâs not how you act in a room with your direct staffâthatâs easy. The real challenge is showing up authentically in high-stakes situations, like board meetings or client interactions,â Erin points out.
3. Authenticity in Action: Where It Matters Most
For CEOs, the opportunities to be authentic go beyond one-on-one conversations with direct reports. Erin emphasizes that the real challenge lies in high-stakes settingsâlike board meetings, client interactions, and public communications. Itâs in these moments where authentic leadership can truly shine and create a lasting impact.Erin explains, âCEOs need to focus on whatâs needed, not whatâs normal. If you're delivering a message and it isnât genuine and authoritative, you're not going to keep people's attention."
4. The 50% Rule: Innovate Your Way to Success
Erin shares a practical strategy she calls the "50% Rule," which allows leaders to break free from traditional playbooks. Instead of trying to follow every best practice, CEOs should adapt by taking what works and infusing their own originality. By doing this, leaders can create something that is both innovative and authentic to who they are and what their company stands for.5. Reducing the Zero Moments of Truth
Erin introduces the concept of "zero moments of truth," explaining how CEOs can reduce the time it takes for potential clients to know, like, and trust them. Building authentic connections early through thought leadership and strategic content allows CEOs to build relationships faster and more effectively. Erin encourages leaders to reduce these zero moments through consistent and authentic interactions, both online and offline.Action Steps for CEOs:
Start with Authenticity: Make a conscious effort to show up genuinely in high-stakes settings. Authenticity can be your differentiator.Apply the 50% Rule: Donât feel pressured to follow every rule. Take what works, discard what doesnât, and add your own unique spin.Create Trust through Consistency: Whether it's online content, meetings, or public communication, reduce the zero moments of truth by showing up authentically and consistently.Final Thought:
In today's competitive market, authenticity is more than just a personal traitâit's a powerful strategy for success. Erin Hatzikostas shows us that by being genuine, original, and authoritative, CEOs can not only build trust but also differentiate themselves and their companies.Listen to the full episode with Erin Hatzikostas to learn more about how you can use authenticity to transform your business.
Chapters00:48 - Introducing Erin Hatzikostas - Erin Hatzikostas is introduced as the guest, with a teaser about the power of authenticity as a strategic advantage.
01:42 - Defining Authenticity - Erin begins to explain what authenticity truly means and how it differs from common misconceptions.
02:08 - Authenticity as a Strategic Advantage - Discussion on how authenticity can set companies apart in a business world where inauthenticity is the norm.
03:30 - The Misconception of Easy Authenticity - Erin challenges the notion that authenticity is a given and explains its complexity.
04:13 - The True Meaning of Authenticity - Authenticity is defined through the Greek root as being genuine, original, and authoritative.
06:00 - Authenticity in Unexpected Places - The importance of displaying authenticity in places like board meetings and public appearances.
08:30 - Genuine, Original, and Authoritative Messaging - How these three elements should guide communication, especially in crises.
10:33 - Zero Moments of Truth - Introduction of the concept of reducing zero moments of truth to build trust more efficiently.
14:46 - Content Creation and Cold Outreach - How CEOs can leverage content creation and cold outreach to reduce zero moments of truth.
16:25 - The 50% Rule - Erin introduces the 50% rule, which encourages leaders to adopt half of established guidelines while bringing their unique approach to the other half.
18:23 - Applying the 50% Rule - Examples of how the 50% rule has been successfully applied in various fields, from Broadway to business development.
22:47 - Juxtaposition for Impact - The power of combining traditional methods with unexpected elements to create memorable and impactful results.
26:20 - The Humans Framework - Erin introduces her "Humans" framework, which includes humility, unexpectedness, modeling, adapting, narrating, and sparking.
28:19 - Final Thoughts and Resources - Erin shares final thoughts on using authenticity as a strategic advantage and recommends books, podcasts, and how to connect with her.
About GuestErin is the best-selling author of You Do You(ish), a TEDx and keynote speaker, coach-sultant, and the co-host of an offbeat career and leadership podcast, b Cause with Erin & Nicole.
Erin's talks have reached hundreds of thousands of people and her thought leadership has been featured on ABC, CBS and published in Business Insider, Fast Company, Well+Good, among several others. â
Erin spent her career âfirst halfâ working at a Fortune 50 company, where at the age of 42, she became the CEO of their $2bn AUM subsidiary company, PayFlex. In just three years, she took a struggling company and turned it around, tripling earnings and sending employee engagement skyrocketing. Her secret? Radical authenticity.â
Erin holds a BBA in Statistics from Western Michigan University and an MBA in Finance and Marketing from the University of Connecticut. She is married to her husband, Manny, who she met while stumbling through (and failing) an early career in the Actuarial field. Erin and Manny have two highly authentic children - Ella (16) and Mick (13). In Erin's free time you can find her coaching basketball, running, skiing, drinking wine in her fat pants, or dancing wherever you're not supposed to dance.
Social LinksConnect with Erin on Linked In: https://www.linkedin.com/in/erin-hatzikostas/
Check out Erin's website: https://www.linkedin.com/company/b-authentic-inc/
Check out Erin's books: The 50% Rule I Sassy Self-Help & Business Innovation Book | Erin Hatzikostas (the50percentrule.com)
Amazon.com: You Do You(ish): Unleash Your Authentic Superpowers to Get the Career You Deserve eBook : Hatzikostas, Erin: Kindle Store
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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What does it take to build a company from the ground up and lead it to success for 16 years? For Vineet Jain, CEO and Co-founder of Egnyte, the answer is a relentless focus on product excellence and customer satisfaction. In a recent episode of Sales Talk for CEOs, Vineet shared how these principles helped him grow Egnyte into a leading cloud-based content collaboration and governance platform, serving over 23,000 customers.
Key Insights from Vineet Jain:Product First, Always Vineet credits Egnyteâs success to being a product-centric company. By developing a solution that offers a seamless, turnkey experience for mid-market companies, Egnyte solves the critical challenges of content security and collaboration without complicating user workflows.
âOur superpower is the product,â Vineet said. âItâs easy to manage, saves time, and reduces costs, which is exactly what mid-market customers need.âCustomer Satisfaction Over Revenue From day one, Vineet instilled a culture that prioritizes customer happiness over quick revenue gains. He believes that happy customers are the foundation of long-term success, and heâs made Net Promoter Scores (NPS) a key metric for success at Egnyte. âA happy customer is more important to me than revenue targets,â he explained. âWithout happy customers, the rest wonât matter.âSelling with Integrity Jainâs approach to sales is simple: donât oversell, and donât treat customers like a quick win. His sales strategy focuses on building trust and long-term relationships, ensuring that customers feel valued well beyond the initial sale. âIntegrity matters in sales. Itâs not about short-term wins but about building relationships that last,â Vineet shared.The Power of Inside SalesEarly on, Jain recognized that the best way to scale Egnyte was by building an inside sales team focused on mid-market customers. This strategy allowed them to efficiently acquire customers while maintaining a personalized approach.
âOur inside sales model gave us the ability to scale while keeping acquisition costs low and sales cycles short,â said Vineet.
Action Steps for CEOs:Prioritize Product Excellence: Build a solution that truly solves customer problems.Focus on Customer Success: Make customer satisfaction your number one metric.Maintain Integrity in Sales: Build long-term trust with your customers.Leverage Inside Sales: For mid-market companies, inside sales can be more efficient and cost-effective.Vineet Jainâs journey with Egnyte highlights the importance of focusing on what truly matters: a great product, happy customers, and long-term success. For more insights, listen to the full episode below.
Chapters01:11 - What Ignite Does - Vineet explains that Ignite provides a cloud-based content collaboration and security platform, targeting mid-market companies.
02:33 - Solving Mid-Market Challenges - Discussion on how Ignite offers a turnkey solution for content management and security, addressing the unique needs of mid-market companies.
04:53 - The Genesis of Ignite - Vineet shares the origins of Ignite, including the transition from their previous company and the early development of the product.
06:57 - The Early Days of Cloud Computing - Insight into how Ignite started as an "on-demand file server" and evolved as the concept of cloud computing emerged.
07:37 - Product-Centric Culture - Vineet discusses Igniteâs strong focus on building a robust product before going to market, a practice rooted in their engineering background.
08:52 - Early Customer Acquisition - The strategy behind Igniteâs initial customer acquisition, relying heavily on search engine marketing and the importance of product-market fit.
11:20 - Identifying Target Industries - How Ignite organically identified its primary industriesâAEC, financial services, life sciences, and mediaâand adapted the product to serve them better.
14:05 - Scaling Sales with Inside Sales - The decision to build an inside sales team early on, focusing on mid-market clients to optimize sales efficiency.
15:19 - Inside Sales Strategy - A closer look at how Igniteâs inside sales team is structured, including geographic territories and industry-specific reps.
17:40 - Combining Direct and Channel Sales - Vineet explains the importance of blending direct and channel sales to drive growth, with a significant investment in channel partnerships.
20:43 - The Role of Channel Partners - The shift in channel partner dynamics, particularly from a perpetual license model to a subscription-based model.
22:53 - Vineetâs Role in Sales as CEO - As CEO, Vineet focuses on relationship management and strategic involvement in key customer interactions, particularly with larger accounts.
About GuestVineet Jain is the Chief Executive Officer (CEO) and co-founder of Egnyte, a leading cloud-based collaboration and governance platform. An entrepreneur at heart, prior to Egnyte, Vineet founded Valdero, a supply chain solution provider that received funding from leading investors like KPCB, MDV, etc. Under Vineetâs leadership, Egnyte has grown exponentially, serving more than 22,000 customers globally and having 1,000+ employees worldwide.
Vineet started his career at Boots Plc in the United Kingdom and has also worked in various senior-level positions at Bechtel Corporation and KPMG in Silicon Valley. He holds a bachelorâs of science in engineering from Delhi College of Engineering and a masterâs in business administration (MBA) from Santa Clara University.âŻ
Social LinksConnect with Vineet on LinkedIn: https://www.linkedin.com/in/vineetkjain/
Connect with Vineet on Twitter: (1) Vineet Jain (@CloudNotEnough) / X
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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Accurate sales forecasting is critical for sustainable growth, with companies that effectively forecast being 10% more likely to increase their revenue year-over-year. Yet, many CEOs struggle with this crucial aspect of their business. If accurate forecasting remains a challenge, it may be time to examine the health of the sales funnel.
In a recent episode of Sales Talk for CEOs, Alice sat down with Hamish Knox, a renowned sales consultant and Sandler trainer, to explore why understanding and properly managing the sales funnel is vital for any CEO. Hamish, known for his expertise in creating scalable, repeatable sales engines, shared insights on how CEOs can optimize their funnels to drive growth.
Key Insights:Funnel vs. Pipeline: Hamish emphasizes the importance of viewing the sales process as a funnel rather than a pipeline. This approach provides a clearer picture of potential bottlenecks and ensures a healthy flow of opportunities.Ideal Client Profile (ICP): A funnel filled with prospects who donât match your ICP can drain resources and lower win rates. Ensuring alignment on ICP across your sales and marketing teams is essential.Qualifying Leads: Jumping to demos too early can lead to wasted effort. Sales teams should focus on gathering information to ensure leads are genuinely qualified before moving them through the funnel.Maintaining Funnel Health: A bloated funnel, with too many opportunities stuck in the middle, can signal inefficiencies. Regular reviews and a focus on mutual next steps help keep the funnel flowing smoothly.Understanding the Sales Funnel vs. PipelineHamish Knox advocates for the funnel over the pipeline analogy in managing sales processes. While pipelines suggest a linear progression of leads, a funnel better captures the filtering process necessary to identify the most promising opportunities. As discussed previously, the buyerâs journey can also be visualized as a bow tie, extending beyond the initial purchase.
"A glance at the funnel can tell you whatâs gone wrong, whatâs happening, and whether the funnel is healthy," says Hamish. This visualization helps CEOs and sales leaders quickly identify issues, such as a funnel clogged with unqualified leads or one thatâs too narrow at the top, signaling insufficient lead generation.
Filling the Funnel with Quality LeadsThe foundation of a healthy funnel is a steady flow of ideal customer profile (ICP) leads. Hamish notes that one of the biggest challenges companies face is ensuring that only high-quality leads enter the funnel. "Anybody and everybody is not an ICP," he stresses, underscoring the need for strict adherence to the ICP criteria.
Misalignment between sales and marketing can often lead to a funnel filled with less-than-ideal prospects. CEOs should ensure that both teams are synchronized in their understanding of the ICP and work together to attract and nurture these high-value leads.
Qualifying Leads: The Right WayProperly qualifying leads is crucial for maintaining funnel efficiency. Jumping straight to demos without understanding the lead's needs can result in missed opportunities or wasted resources. "Sellers get paid on the information gathered, not the information given," Hamish reminds us. Effective qualification means thoroughly understanding the lead's requirements before moving them forward.
This disciplined approach prevents the funnel from becoming bloated with unqualified opportunities, which can distort forecasting and lead to frustration within the sales team.
Avoiding the Bloated FunnelA common issue in many sales organizations is the "bloated funnel"âa situation where too many opportunities get stuck in the middle stages of the funnel. Hamish advises that if there isnât a mutually agreed-upon next step within 45 calendar days, the opportunity should be re-evaluated or even discarded. "This helps maintain a healthy funnel and ensures that salespeople focus on genuine opportunities," says Hamish.
Regular funnel reviews, focused on next actions and mutual agreements, are key to keeping the funnel flowing and ensuring that opportunities are progressing as they should.
Action Steps for CEOs:Audit Your Funnel: Regularly review your sales funnel to ensure itâs filled with ICP-aligned leads and has a healthy flow from top to bottom.Align Sales and Marketing: Ensure that your sales and marketing teams are working from the same playbook when it comes to defining and targeting the ICP.Enforce Qualification Rigor: Train your sales leaders to enforce strict qualification criteria to prevent unqualified leads from clogging the funnel.Implement Regular Funnel Reviews: Establish a routine for funnel reviews, focusing on opportunities that are stuck and need attention.Leverage Data for Forecasting: Use insights from your funnel reviews to improve your sales forecasting accuracy, which in turn will drive sustainable growth.By understanding and optimizing the sales funnel, CEOs can significantly improve their ability to forecast accurately, leading to more predictable and sustainable business growth.
Ready to transform your sales forecasting? Tune in to the latest episode of Sales Talk for CEOs with Hamish Knox for expert insights on optimizing your sales funnel and driving sustainable growth. Hamishâs expertise in sales leadership and funnel management provides valuable insights for any CEO looking to improve their sales process.
Episode DetailsChapters00:00 Introduction - Welcome to the sales focus and the essence of sustainable growth.
01:45 Hamish Knox Introduction - Alice introduces sales consultant and Full Funnel Freedom podcast host Hamish Knox.
02:16 Hamish's Expertise - A brief on what Hamish offers CEOs for sustainable sales growth.
03:48 Sandler Method and Sales Methodologies - Discussing the Sandler sales technique and the importance of sticking with a single methodology.
06:21 Ideal Client Profile - Emphasizing the necessity for a clear ICP and its significance in forecasting.
08:07 Proactive Prospecting Activities - How proper check-ins and prospective activities can maintain funnel health.
10:57 Ensuring Top Funnel Quality - Strategies for filling the top of the funnel with quality leads.
13:26 Using Events for Lead Generation - Leveraging trade shows and events to garner ideal customer leads.
17:28 Networking Events Strategy - Tips for salespeople to maximize their impact at networking events.
20:17 Email and Cold Outreach - Discussing effective outbound campaigns and contact marketing techniques for today.
22:42 Leveraging Referrals - Utilizing customer referrals as an overlooked yet potent top-of-funnel resource.
27:41 Now Open the Opportunity - Turning qualified leads into concrete opportunities.
30:21 Keeping the Funnel Moving - Avoiding funnel congestion and enforcing next steps for ongoing sales momentum.
33:23 The Funnel Shape Diagnostic - Recognizing and addressing problematic funnel shapes for accurate forecasting.
37:20 Final Takeaways and Farewell - Closing thoughts and how to find more from Hamish Knox.
About GuestPresident of Sandler in Calgary
A member of the global Sandler network, Hamish supports private organizations in Southern Alberta to create and maintain a scalable, repeatable, consistent sales engines and an engaged, motivated team by holding them accountable to implementing the structures, systems and processes shared in our sessions.
Social Media Links
https://linktr.ee/sandleryyc
https://twitter.com/sandlerinyyc
https://www.linkedin.com/company/sandlerincalgary/
https://www.instagram.com/sandler\_yyc/
https://www.facebook.com/sandlerincalgary/
Connect with Hamish on LinkedIn: (11) Hamish Knox | LinkedIn
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
Podcast:
Listen to Alice's appearance on the Full Funnel Freedom Podcast: When to Call in the CEO (fullfunnelfreedom.com)
Books:
Accountability - https://www.hamish.sandler.com/resources/sandler-books/accountability
Change - https://www.hamish.sandler.com/resources/sandler-books/change
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One question is on the minds of many CEOs: What exactly should sales leaders be doing to ensure their teams are performing at their peak? The answer, while multifaceted, revolves around a critical shift in focusâprioritizing customer experience and empowering sales teams to excel.
Shifting Focus: From Internal Metrics to Customer ExperienceTraditionally, sales leadership has often been about hitting targets, managing internal metrics, and ensuring the sales funnel is full. However, the modern approach demands a pivot. The primary role of sales leaders today is to ensure that salespeople are equipped to provide an exceptional customer experience. This customer-centric focus is not just about closing deals; itâs about making it easier to be your customer and harder to be your competitor.
âSales leaders need to ask every day, what are we doing to make it easier to be our customer? That means we're providing a great customer experience from hello to 'I'm your loyal customer,'â says Alice Heiman.
Empowering Sales Teams: The Role of LeadershipSales leaders are the backbone of the sales team. They are not only responsible for managing their teams but also for inspiring, coaching, and developing them. The challenge lies in balancing the day-to-day management tasks with the need to spend quality time coaching and strategizing with their sellers. The reality is that sales leaders should be spending 80% of their time coaching salespeople to close business effectively.
This involves a variety of activities:
Strategic Account Management: Sales leaders must be deeply involved in developing account strategies, ensuring the right resources are allocated, and that senior leadership is engaged when needed.Continuous Development: Sales leaders must assess the strengths and weaknesses of their team members and create development plans that include ongoing learning. This could involve reading industry-specific literature, attending webinars, or even engaging in peer learning.Effective Deal Coaching: With many deals stalling or ending in no decision, sales leaders need to provide thorough deal coaching, helping salespeople map out strategies, understand customer pain points, and navigate the complexities of the sales process.Managing the Managers: Who Coaches the Sales Leaders?One of the critical, yet often overlooked, aspects of a sales leader's role is their own development. Who is coaching the coaches? CEOs must ensure that their sales leaders are receiving the guidance and development they need to continue growing. This could mean bringing in external coaches, providing access to leadership training, or fostering a culture of continuous learning within the organization.
Final Thoughts: A Call to Action for CEOsIf youâre a CEO wondering whether your sales leaders are equipped to lead a peak-performing team, it might be time to reassess. Shadow your sales leaders, understand their daily activities, and ensure that they are not bogged down by non-essential tasks that detract from their ability to coach and lead their teams. By focusing on the development of your sales leaders, youâre not only improving their performance but also driving the overall success of your sales team and, ultimately, your company.
If you want to discuss improving sales leadership in your organization, feel free to reach out. Iâm always happy to chat and offer insights tailored to your needs.
âThe job of a sales leader, all of them, no matter what their title, is to ensure that salespeople can do their job and that customers have a great experience.â
Episode DetailsChapters00:02 Introduction and Setting the Scene
01:43 Role of Sales Leaders and Customer Experience
05:18 Communicating Needs to Leadership and Building Foundations
08:02 Daily Activities of Sales Managers
11:03 Strategic Planning and Senior Leadership Involvement
13:50 Ongoing Development and Deal Coaching
15:18 Pipeline Management and Effective Reviews
18:02 Development and Coaching for Sales Leaders
20:18 Conclusion and Call to Action
Social LinksCheck out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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How can CEOs consistently hire top-tier sales talent? Kristie Jones, a sales leadership expert with over 20 years of experience, shares her strategies for attracting, hiring, and onboarding the best sales professionals in the latest episode of Sales Talk for CEOs. Kristie dives into the hiring process, the importance of structured onboarding, and ensuring long-term success for your sales team.
Creating an Ideal Candidate ProfileKristie emphasizes creating an ideal candidate profile over a generic job description. âWe need to start by building out an ideal candidate profile, just like we would build out an ideal customer profile,â Kristie explains. This involves analyzing the traits of past successful hires and defining the necessary skills and experience.
Your Blueprint to Hiring Effectively:Kristie shares her approach to sourcing and screening candidates, ensuring a smooth and efficient hiring process:
Effective Candidate Sourcing: Kristie promotes job postings on LinkedIn, uses paid LinkedIn ads, and leverages Slack channels. âI ask my client to post it on their company page on LinkedIn and promote it,â she says. This multi-channel strategy helps gather a substantial number of qualified applicants.Streamlined Screening Process: The initial screening process is critical to filter out unsuitable candidates. Kristieâs assistant conducts phone screens to ask about compensation structure, contributions to past organizations, and reasons for leaving previous jobs. They each get a grade. âIf they're a nine or ten, they move forward,â Kristie explains.Behavioral-Based Interviews and Assessments: Candidates undergo a formal interview and an assessment to validate their skills. âWe do an assessment review,â Kristie says, involving the prospective manager in the process. This helps ensure that the candidate is a good fit for the role and the company culture.The Verbal OfferBefore extending a written offer, Kristie makes a verbal offer and tells them that once the written offer is received it requires a decision within 24 hours. This ensures candidates are committed and ready to join the team promptly.
Smooth Onboarding ProcessKristie highlights the importance of an effective onboarding process. âI stay on and support the first two weeks of the onboarding process,â she says. A structured onboarding plan is essential to ensure new hires receive the necessary support and start contributing quickly.
Action Steps for CEOs:Develop an Ideal Candidate Profile: Define traits of your best sales performers to guide your hiring process.Leverage Multiple Sourcing Channels: Promote job openings widely to gather a substantial number of qualified applicants.Implement a Structured Screening Process: Use consistent, competency-based interviews and assessments to filter candidates.Ensure Effective Onboarding: Develop a detailed onboarding plan to support new hires and integrate them into the team quickly.Kristie Jonesâ insights provide a clear roadmap for CEOs and sales leaders looking to build a high-performing sales team. Her experience underscores the importance of a structured hiring process and a supportive onboarding program.
To gain deeper insights into Kristie's strategies and how they can transform your hiring process, listen to the full episode below. Whether you're a budding entrepreneur or an established CEO, this episode provides practical advice and inspiration for building your dream sales team.
Episode DetailsChapters03:25 Initial Steps in the Hiring Process
04:56 Building Ideal Candidate Profiles
06:46 Gender Decoder for Job Descriptions
09:29 Promoting Job Openings Strategically
12:38 Handling Large Numbers of Applications
14:50 Initial Screening Process
18:16 Behavioral-Based Interview Questions
23:11 Assessment Stage
31:22 Assessment Review and Manager Conversation
34:07 Candidate Engagement
36:53 High-Level Executive Interview
37:38 Verbal and Written Offer
39:37 Onboarding Process
About GuestKristie Jones Principal â Kristiejones.com
Kristie, author of âSelling Your Way INâ, is a speaker, coach, and sales process
consultant. Companies hire Kristie to elevate their sales organization because most
sales leaders and professionals are discouraged and frustrated about anemic pipelines,
low close rates and missed targets.
Kristieâs willingness to get her hands dirty and her âtake no prisonersâ approach when
helping companies drive more revenue from their Sales and Customer Success teams
is what makes her so valuable to her clients. Her mission is helping companies find top
talent as well as creating a sales accountability culture to ensure revenue growth.
Kristie is passionate about coaching sales teams to leverage their superpowers to reach
their full potential, and she wants representatives and sales leaders to identify and
embody the practices and characteristics of Top Ten Percent achievers.
Social LinksConnect with Kristie on LinkedIn: (16) Kristie K. Jones | LinkedIn
Check out Kristie on YouTube: Kristie Jones - YouTube
Follow Kristie on Instagram: Kristie Jones (@kristiejones.sales) âą Instagram photos and videos
Check out Aliceâs website: Alice Heiman | Sales Consultant and Strategist for CEOs
Connect with Alice on LinkedIn: (16) Alice Heiman | LinkedIn
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What if the key to your companyâs success lay hidden in a challenge youâre currently facing? David Dulany's journey from sales frustration to creating a thriving business is a testament to this idea.
In this episode of Sales Talk for CEOs, Alice Heiman speaks with David Dulany, founder of Tenbound, about his transition from working at Achieve Global to founding a company focused on sales technology tools. David shares insights on pivoting his business, building a robust sales team, and the importance of niching down to meet market demands.
Hereâs what youâll discover:
Davidâs journey from sales training to founding Tenbound.The significance of pivoting and niching in business.Challenges and strategies in building an effective sales team.Insights into the evolving landscape of sales technology.Davidâs advice for CEOs on continuous learning and adaptation.Finding a Niche in Sales TechnologyDavid Dulany, founder of Tenbound, didn't start his career with a clear path to entrepreneurship. Initially working at Achieve Global, a sales and leadership training company, David always had a passion for the tech industry. "I got my foot in the door at Glassdoor when they first started, and we built up the SDR team there," David recalls. His experience at Glassdoor paved the way for his eventual leap into entrepreneurship.
The Accidental EntrepreneurDavid describes his entry into entrepreneurship as accidental. "I was between jobs and a friend needed help with his SDR program," he says. This opportunity led to his first client and the birth of Tenbound. Davidâs story is a testament to seizing opportunities as they come and being open to new paths. "I was really interested in the predictable revenue model, and a lot of things converged at the same time," he notes.
Building TenboundTenbound initially focused on consulting and training services for SDR teams. "We started doing playbooks, training, and consulting with different companies," David explains. The company's growth was largely driven by word of mouth and referrals. "People I had worked with in the past reached out, and that became a source of business," he says.
Pivoting to Sales TechnologyThe major pivot for Tenbound came with the realization of the growing demand for sales technology tools. "Everybody wanted to talk about the tools," David observes. This led to the creation of a comprehensive database of over 2,000 sales technology tools on Tenbound's website. "We've compiled this database where you can research and look into the best solutions for your sales problems," he explains.
Overcoming Challenges in HiringHiring the right salespeople was a significant challenge for David. "One person can make such a huge difference to your company," he emphasizes. David's approach involved a lot of trial and error, but ultimately, he found success by hiring individuals with a proven track record in sales.
Action Steps for CEOsEmbrace Flexibility: Be open to pivoting your business model based on market demands.Invest in People: Hiring the right talent can make a significant impact on your companyâs success.Leverage Technology: Utilize sales technology tools to streamline operations and enhance efficiency.Build a Community: Foster strong relationships with clients and industry peers to create a robust referral network.David Dulanyâs journey with Tenbound highlights the importance of adaptability, leveraging technology, and the power of community in building a successful business. To learn more about his strategies and insights, watch the full episode of Sales Talk for CEOs below.
Episode DetailsChapters00:52 David's Early Career and Foundational Experience
01:59 Introduction to Ten Bound and Its Current Focus
02:54 David's Career Ride and Transition to Ten Bound
06:03 Becoming an Accidental Entrepreneur
07:54 Initial Hiring and Overcoming Early Challenges
09:12 Strategies in Growing Ten Bound
12:27 Sources of Early Business and Role of Referrals
16:07 Launching Sales Development Conferences
17:39 Realizing the Shift Towards Sales Technology
19:56 Coping with Industry Shifts and Economic Changes
22:47 Building the Market Map and Creating the Directory
25:23 Interaction with Competitors and Future Plans
29:05 Monetization and Customer Engagement
30:53 Sales Strategy and Future Events
32:59 Final Reflections and Key Takeaways
About GuestDavid Dulany is Founder and CEO of Tenbound, a research and advisory firm focused on the Sales Technology industry. Tenbound.com lists over 2500 Sales Technology products and services and offers guidance on the best Sales Tech available.
Social Links(39) Tenbound: Posts | LinkedIn
(39) David Dulany | LinkedIn
Main List Signup (tenboundplus.com)
Tenbound - YouTube
Tenbound | Facebook
Tenbound (@Tenbound) / X
Tenbound (@tenbound) âą Instagram photos and videos
Podcast Supporter Club
The Sales Development Podcast (spreaker.com)
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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In an era where technology evolves at lightning speed, having the right team in place is no longer a luxuryâit's a necessity. CEOs today face the critical task of ensuring their organizations are equipped for sustained growth and success. Matthew Toth, CEO of C3 Technology Advisors, shares valuable insights from his 15-year journey in building a successful technology consulting firm. Hereâs what heâs learned about hiring, training, and retaining top talent.
Building a Foundation for SuccessMatthew emphasizes the importance of laying a solid foundation for business success. "Sales is a lagging indicator of just doing the right things," he says. "If you build the right culture, bring on the right people, and have a good strategy, the numbers will follow." He believes that focusing on long-term goals and creating a strong company culture are essential steps toward sustainable growth.
Effective Hiring StrategiesWhen Matthew decided to start his own business, he knew he needed to hire the right people to grow. His approach to hiring involved planting seeds early. "I started seeding my network with, 'When this thing works out, I'm going to come for you one day,'" he shares. This proactive strategy allowed him to build a pipeline of potential hires who were already familiar with his vision and values.
Matthew's first hire was someone he saw as a perfect fit for his company culture. Despite the initial challenges, he trained this employee by giving him numerous opportunities to engage in real-world sales activities. "I just decided I'm going to go grind this thing out," Matthew recalls. His emphasis on practical experience and on-the-job training helped his first hire become a successful leader within the company.
Training and Development
Training new hires can be challenging, especially without a formal process in place. Matthew's solution was to provide hands-on training through real-world experiences. By involving new employees in client interactions and sales processes, he ensured they gained practical skills and knowledge. "There's no training manual when you hire your first employee," he admits. "But giving them as many at-bats as possible was a great way to learn."
Retaining Top Talent
Retaining top talent is crucial for long-term success. Matthew believes that treating employees well and investing in their development is key. "I measure my success by year-over-year retention of extraordinary people," he says. By creating a supportive and growth-oriented environment, he has been able to maintain a high level of employee satisfaction and performance.
Action Steps for CEOs
Build a Strong Foundation: Focus on creating a positive company culture, hiring the right people, and developing a clear strategy.Proactive Hiring: Continuously build a pipeline of potential hires by networking and keeping in touch with talented individuals.Hands-On Training: Provide new hires with practical experiences and real-world opportunities to develop their skills.Invest in Retention: Treat employees well, invest in their development, and create a supportive work environment to retain top talent.Matthew Tothâs journey from a solo entrepreneur to the CEO of a successful technology consulting firm offers valuable lessons for any leader. His experience underscores the importance of building a strong foundation, proactive hiring, hands-on training, and investing in employee retention.
To learn more about Matthew's strategies and insights, listen to the full episode below. Whether you're a budding entrepreneur or an established CEO, this episode provides practical advice and inspiration for your business journey.
About GuestIâm the father of one amazing girl, husband to a police officer and founder of C3 Technology Advisors. When Iâm not growing C3 into everything it possibly can be, I like to golf, work out, read, and spend time with my friends and family.
I started C3 Technology Advisors in November of 2008. Iâll never quite forget family and friends questioning the wisdom of starting a company just as the economy started to crumble and stalwarts of the banking industry failing left and right. I just had faith that C3 was what I was meant to do. I didnât want to continue to work for corporate America and be subject to the whims of whoever my next director, VP, or company acquirer would be.
I started this journey 15+ years ago as a one-man band. Today, I'm lucky to be surrounded by 38 incredible consultants, engineers, marketers, project managers, and more who now service clients on a wide range of technologies. I couldn't be any more blessed. I'm committed to building an enduring company that our employees, clients, and other stakeholders can be proud of.
Social LinksCheck out C3 Technology Advisors' website: https://c3techadvisors.com/
Connect with Matthew on LinkedIn: https://www.linkedin.com/in/c3matthewtoth/
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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In the complex world of company leadership structures, the role of the Chief Revenue Officer (CRO) has sparked debates on its necessity and timing. In this episode of "Sales Talk for CEOs," Alice Heiman dives into the nuances of the CRO role, helping CEOs determine if and when it might be essential for their company.
Deciphering the CRO Role:The emergence of the CRO role aims to bridge the gaps between sales, marketing, and customer success. Alice Heiman discusses the strategic integration these departments require, emphasizing that alignment is key to fostering growth and customer retention.
When is a CRO Necessary?Alice points out that not every company needs a CRO immediately. She suggests that the consideration for a CRO often becomes relevant as companies approach or surpass the $50 million revenue mark. For smaller ventures, the CEO often needs to handle these alignments directly.
Action Steps for CEOs:Assess Organizational Needs: Analyze whether your current setup effectively supports growth and customer alignment.Understand the CROâs Impact: Consider how a CRO could influence your strategic outcomes.Prepare for Integration: Plan how a CRO would fit within your existing leadership framework.Educate Your Team: Ensure your staff understands the potential impact of a CRO on the companyâs success.Why Consider a CRO?Understanding when a CRO is necessary involves recognizing the potential for better strategic alignment across departments that directly influence revenue generation. "The decision to appoint a CRO should be driven by specific business needs, not just industry trends," Alice explains.
Tune Into the Full Discussion:For a deeper exploration of whether your company could benefit from a CRO, listen to the full episode of "Sales Talk for CEOs." Alice offers detailed advice that can guide your decision-making process about this pivotal role.
Chapters00:00 Introduction to Sales Strategies
01:45 Evolution of Sales and Marketing
03:13 The Rise of Customer Success
04:37 The C-Level Conundrum
06:12 The Need for a CRO
07:54 CEOâs Role in Alignment
09:36 Creating Synergy for Customer Success
11:08 Evaluating CRO Readiness
Social LinksConnect with Alice on LinkedIn:
(40) Alice Heiman | LinkedIn
Check out Aliceâs website:
https://AliceHeiman.com
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What role does vision play in sales and leadership? John Klymshyn, a Navy veteran turned renowned sales coach, author, and speaker shares his insights on how a clear vision can transform sales teams and inspire individuals to achieve greatness. Join us as John discusses his journey, the importance of vision, and actionable strategies for CEOs to lead their organizations effectively.
Vision Precedes EverythingJohn emphasizes that a clear vision is the foundation of successful leadership. "The first three words in my book on sales management are 'vision precedes everything.' Without vision, the people perish. Our employees are our precious inventory," John explains. A compelling vision inspires individuals to go the extra mile and fosters a sense of purpose within the organization.
Inspiration Over MotivationAccording to John, the role of a CEO is not to motivate but to inspire. "Motivation fades, inspiration feeds," he says. Leaders can drive sustained performance and commitment by understanding individual motivations and creatively inspiring their teams. This approach helps individuals connect with the company's vision and see how their efforts contribute to a larger goal.
Precision of LanguageClear and precise language is essential for communicating vision effectively. John advises leaders to start sentences with "Here's where we're headed" to align their teams' focus. "When the vision can be expressed in one sentence, people either buy into it or they don't," he asserts. Precise language ensures everyone in the organization understands and can articulate the vision, leading to better alignment and execution.
Action Steps for CEOs:Develop a Clear Vision: Spend time defining a concise vision for your organization. Ensure it resonates with your team's values and goals.Inspire, Donât Just Motivate: Understand what drives your team members and use this knowledge to inspire them towards achieving the vision.Use Precise Language: Communicate the vision clearly and consistently. Use language that resonates and inspires action.John Klymshyn's insights on vision, inspiration, and leadership offer valuable lessons for CEOs looking to drive their sales teams to new heights. Leaders can align their organizations and achieve lasting success by developing a clear vision, inspiring rather than just motivating, and using precise language.
Listen to the full episode below to gain deeper insights into Johnâs strategies and experiences. Whether you're a new CEO or an experienced leader, this episode provides practical advice on inspiring and leading your team effectively.
Chapters01:22 The Importance of Vision
05:10 Articulating Vision
10:18 Crafting a Vision Statement
15:10 Implementing Vision Throughout the Organization
20:23 Vision and Sales Strategy
25:05 Motivating Enterprise Salespeople
29:42 Overcoming Misconceptions About Salespeople
33:26 Engagement and Contribution
38:50 The Lifelong Learner
41:59 The Importance of Retention and Recruiting
44:08 Closing Remarks and Key Takeaways
About GuestJohn Klymshyn spends many of his waking hours Coaching âCâ Suite Executives... and
those on the path to those roles. Constructing and Maintaining GREAT Teams is his
Focus.
For John: âItâs all about the language!â
Johnâs clients include: Indeed.com, Four Seasons Hotels & Resorts, The New York
Times, Colliers International, Rent.com (now Apartments.com). Pinehurst Golf resort,
Fish Richardson Law and many more. As a professional speaker, John has spoken in
Mexico City, Cabo San Lucas, Toronto, Montreal, Honolulu, Dublin, Ireland and every
major city in the United States.
He has written 12 books, which have evolved from addressing and exploring creativity, to executive development and leadership of diverse teams. His sales trilogy led to one of his works being translated and published in Russian.
In 2017 Klymshyn collaborated with noted Inventor and Designer Isaac Naor on a
unique work: | STREAM | an Audio â Book, exploring creativity and flow states.
Klymshyn and Terri (his wife of 39+ years) have two grown children, and currently
divide their time between their home in Southwest Idaho and the worldâs great wine
tasting rooms.
Social LinksJohn Klymshyn Author Page on AMAZON
Find Johnâs website here: https://www.klymshyn.com/
Connect with John on LinkedIn here: https://www.linkedin.com/in/johnklymshyn/
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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Having no plans of becoming a CEO, engineer Marko Dinic shares his 18-year journey to becoming the leader of a company that excels in compliance solutions. Leading his company through both triumphs and challenges, Marko, CEO of Jatheon, delves into his experiences, lessons learned, and the unique insights he's gained along the way.
Complex Sales Require Technical ExpertiseMarko emphasizes the need for deep technical understanding when selling intricate compliance solutions. Marko states, âIn our industry, sales cycles are very long and involve numerous technical evaluations and integrations. Having a technical lead ensures that we can address any technical concerns that arise during the process, providing confidence to our clients and streamlining the sales journey.â
Adapting Through Economic TurmoilFacing market turmoil and recession, Marko had to downsize and rebuild, showcasing resilience and adaptability in leadership. He recalls, âWe went from 32 people down to six. So it wasn't going according to plan. But we were able to get back to a cash flow positive state by 2013.â
Building the Right TeamThe journey to finding the right sales team involved trial and error, emphasizing the need for experienced, senior salespeople who understand the intricacies of the industry. Marko shares, âWe arrived at our current setup, which is primarily SEO-based and PPC-based inbound leads. They come to our senior account executives. We do not have SDRs in front of them because we found that young sales executives do not help us at all.â
Action Steps for CEOs:Embrace Technical Expertise in Sales: Ensure your sales team includes technical leads to handle complex details and improve the overall sales process.Focus on Resilience: Prepare for economic challenges by having adaptable strategies and a resilient mindset.Invest in Senior Talent: Hire experienced salespeople who can navigate complex sales environments and provide valuable feedback for product development.Marko Dinic's journey from engineer to CEO of Jatheon offers invaluable lessons for any leader. His experience underscores the importance of technical expertise in sales, resilience in the face of economic challenges, and the critical role of hiring the right team.
To gain deeper insights into Marko's story and the strategies that have driven his success, listen to the full episode below. Whether you're a budding entrepreneur or an established CEO, this episode provides practical advice and inspiration for your own business journey.
Episode DetailsChapters00:49 Overview of Jatheon Technologies
02:52 Early Career and Joining Jatheon
09:33 Navigating Financial Challenges and Reorganization
09:33 Transitioning to CEO and Sales Department Challenges
14:25 Structuring and Scaling the Sales Team
20:34 Lessons from Trial and Error in Hiring
24:30 Remote Work and Open Communication Culture
30:51 Alignment and Continuous Improvement
42:26 Recommendations and Closing Remarks
About GuestMarko Dinic is an SaaS B2B entrepreneur, investor, and CEO of Jatheon Technologies, a Toronto-based com tech company that is a leader in the archiving and compliance technology sector.
With a sharp focus on innovation and customer-centric solutions, Marko has spearheaded Jatheonâs transformation into a key player in the data archiving space. His strategic vision centers around providing robust and secure archiving solutions that cater to regulated industries, including financial services, healthcare, and government entities. Markoâs leadership is marked by a commitment to delivering technologies that ensure compliance with evolving regulations and enhance operational efficiency. His expertise and dedication have been pivotal in Jatheonâs growth and its ability to help organizations manage their information governance and compliance challenges effectively.
Social LinksConnect with Marko on LinkedIn: https://www.linkedin.com/in/markodinic/
Connect with Marko on Twitter: https://twitter.com/mdinic
Check out Jatheonâs website: https://jatheon.com/
Follow Jatheon on LinkedIn: linkedin.com/company/jatheon-technologies
Follow Jatheon on YouTube: https://www.youtube.com/@jatheon
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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In 2015, Sujan Patel faced a common frustration: sales teams failing to follow up with prospects. His solution? Build a tool so effective that it turned into a successful company, Mailshake.
In this episode, Alice Heiman talks with Sujan Patel, co-founder of Mailshake, about his journey from solving his own sales problems to building a successful bootstrapped company. Sujan shares valuable lessons learned over the past ten years.
Hereâs what youâll discover:
How Sujan transitioned from marketing to sales and founded Mailshake.The importance of pivoting and targeting the right audience.Building a community early for successThe benefits of product-led growth.Advice for CEOs on staying focused and differentiating in a crowded market.A Problem-Solver's BeginningSujan Patel, co-founder of Mailshake, didn't initially set out to create a sales engagement platform. As a VP of Marketing at a SaaS company, he discovered a significant gap in sales follow-up and engagement. "I needed a simple tool to make sure the sales team follows up. Humans, step aside; software, let's go solve this problem," Sujan recalls. His background in marketing led him to develop Mailshake to address his own sales challenges. "I took over the sales team with no real background in sales," Sujan shares. He realized that effective follow-up and engagement were missing, prompting him to create a solution.
Building a CommunityInitially targeting marketers, Sujan quickly realized that salespeople were the primary users who benefited most from Mailshake. "We changed all of our branding and copy to focus specifically on the sales use case," Sujan explains. This pivot was crucial for the company's growth and product-market fit. His strategy involved building a community and sharing his journey with potential customers. "I built about a 50,000-person email list and updated them weekly on my journey," he says. This approach not only created early traction but also fostered a sense of involvement among his audience.
Scaling the Sales OrganizationAs Mailshake grew, Sujan transitioned from handling sales himself to building a sales team. "I hired a sales assist first, which effectively doubled our conversion rate," he notes. This move allowed him to focus on the company's vision while ensuring that customers received the support they needed. Mailshake's product-led growth strategy enabled them to scale without a massive sales team. "We went from a team of 15 sales reps to a lean, mean five people," Sujan highlights. By focusing on simplicity and ease of use, Mailshake maintained high customer satisfaction and retention.
Sujanâs Advice for CEOsSujan emphasizes the importance of knowing your differentiator in a crowded market. "You need to have one thing that is your differentiator or what you're amazing at," he advises. By staying focused on their strengths and continuously improving their product, Mailshake continues to thrive.
Action Steps for CEOsUnderstand Your Market: Regularly reassess your target audience and be willing to pivot based on feedback and market demand.Leverage Community Building: Engage with your potential customers early and often. Building a community can create loyal advocates and provide valuable insights.Invest in Product-Led Growth: Focus on making your product so good that it sells itself. Simplify the user experience and provide clear value.Scale Thoughtfully: Grow your team and processes in response to demand. Ensure each addition to your team aligns with your strategic goals.Sujan Patelâs journey with Mailshake highlights the power of innovation driven by personal frustration and a deep understanding of market needs. To learn more about his strategies and insights, watch the full episode of Sales Talk for CEOs below.
Episode DetailsChapters01:00 Introduction & Background
02:17 The Origin of Mailshake
06:55 Bootstrapping & Finding Product-Market Fit
10:03 Early Growth Strategies
15:09 Transitioning to Sales-Led Growth
18:25 Challenges in Outbound Sales
22:02 Focusing on Specific Verticals
25:04 Current Organizational Structure
29:27 Product-Led Growth and AI Integration
36:06 Recommendations for CEOs
39:34 Conclusion & Final Thoughts
About GuestSujan Patel is the co-founder of Mailshake, a sales engagement software used by 62,000 sales and marketing professionals. He also owns 4 other SaaS companies under Ramp Ventures. Sujan has over 20 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Cafepress and many other Fortune 500 caliber companies.
Social LinksCheck out Sujan's portfolio of SaaS businesses:
AI Powered Sales Engagement & B2B Lead Platform - Mailshake - Sales Engagement & Automation
Free Work Schedule Maker & Time Clock App - ZoomShift - Scheduling and Time Clock
Email Finder: Free 50 Verified Email Addresses - VoilaNorbert - Sales Prospecting Data
Email Tracking, Create Email Reminders & Recurring Email In Gmail (rightinbox.com)- Supercharge Gmail
Connect with Sujan on LinkedIn: (35) Sujan Patel | LinkedIn
Check out Aliceâs website: Alice Heiman | Sales Consultant and Strategist for CEOs
Connect with Alice on LinkedIn: (35) Alice Heiman | LinkedIn
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Imagine this: every person reporting directly to you is not just competent, but an A-player, fully aligned with your vision and driving your company's growth. Sounds ideal, right? This is not just a dreamâit's an achievable reality that can transform the way you lead. Today on "Sales Talk for CEOs," Alice Heiman delves into why having the right people in the right roles is not just beneficial but essential for your company's success.
Key TakeawaysEvaluate Your Team: It's crucial to assess if each team member is an A-player who contributes positively to your companyâs performance and culture. Alice notes, âYou do not need to struggle with the people who work for you. Itâs not good for you, itâs not good for them, and it isnât good for the rest of the company.âLeverage Individual Strengths: Encourage team members to operate in their "genius zone" where they excel and are most passionate, boosting morale and efficiency. Alice emphasizes, âKnow what youâre good at and do that. Letâs figure out how to get someone else to do things youâre not good at, rather than having you do them poorly.âStrategic Restructuring: Be willing to make tough decisions. If team members are not suited to their roles, consider reassignments or changes to better align their strengths with the companyâs needs. Donât just live with it. As Alice points out, âItâs just really not fair to anyone and it doesnât make your company grow faster, thatâs for sure.âAlice discusses the common challenges CEOs face with team dynamics, emphasizing the importance of not just filling positions, but filling them with people who truly fit the companyâs vision and values.
Action Steps for CEOs:Conduct a Performance Review: Identify who truly meets the A-player criteria.Focus on Your Strengths: Ensure you are working within your genius zone and encourage your team to do the same.Clear Communication on Roles: Have honest discussions with your team about their performance and future within the company.Alice challenges leaders to envision a team that not only supports but propels company growth. She poses a critical reflection for every CEO, "What would your world be like if every team member was an A-player?"
Aligning your team with your company's goals isn't just beneficialâit's crucial for thriving in today's competitive market. Tune into the full podcast for a deeper dive into how you can lead your team to success.
Chapters00:00 Introduction - Alice Heiman kicks off the podcast addressing CEOs and discussing the challenges with sales strategies.
02:14 A Player Struggles - Exploring the common CEO issue of having underperforming team members and the desire to turn them into A players.
04:24 CEO's Role in Team Performance - The harsh truth that a part of the struggle with team performance lies with the CEOs' decisions.
06:23 Genius Zone Concept - Alice Heiman introduces the concept of working within one's 'genius zone' to enhance personal and company growth.
08:02 Team Structuring - Discussing the importance of aligning team members' roles with their strengths and talents.
09:24 Personnel Changes - Insights on making tough personnel decisions to ensure each team member is playing to their strengths.
11:14 Impact on Customer Experience - How internal team dynamics directly influence customer satisfaction and sales.
13:04 Call to Action for CEOs - Alice Heiman urges CEOs to evaluate themselves and their teams to optimize company performance and growth.
13:50 Conclusion - Wrapping up by emphasizing the CEO's role in building a strong company culture and inviting listeners to the next episode.
Connect with Alice on LinkedIn:
(40) Alice Heiman | LinkedIn
Check out Aliceâs website:
https://AliceHeiman.com
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Landing big deals, or "whale hunting," is crucial for small and mid-sized businesses aiming to grow. In a recent episode of "Sales Talk for CEOs," Barbara Weaver Smith, an expert in whale hunting, shared invaluable insights on how CEOs can successfully target and secure these significant accounts.
From Strategy to Action: The Essence of Whale Hunting
Whale hunting is a systematic process for scouting, hunting, and harvesting large accounts. Barbara explains, âA whale is a customer that could give you a deal that's ten to twenty times bigger than your current average deal.â This approach requires the involvement of the CEO and senior leaders to succeed. "Selling is a team sport. The salesperson is an orchestrator,â says Barbara.
Why Whale Hunting Matters
Securing large accounts is one of the safest and least expensive ways to grow your business. Barbara highlights, "If you get one big company and understand strategically how to move in that company, you can do a lifetime of business with that one customer."
Key Strategies for Whale Hunting
Identify the Right Targets: Itâs essential to know which companies to target. Barbara advises picking a specific geography and industry to build brand recognition and power.Mitigate Risks: Big companies have significant fears about working with smaller companies. Barbara suggests preparing materials to address these fears, such as detailed onboarding plans and financial stability assurances.Leverage Networks: Use your network to gain introductions to key decision-makers. Barbara shares, "The idea that you picked them out because you have a set of criteria and they fulfill it perfectly... they just beam."Involve the CEO: The CEO must play an active role in the sales process, especially in building trust with potential clients. Barbara notes, "They need to know you, and they need to know you know what the sales team is doing."From Insights to Implementation: Key Action Steps for CEOs
To transform these strategies into successful outcomes, CEOs need to take deliberate actions. Here are the crucial steps to effectively pursue and land whales:
Emphasize Personal Interaction: Build trust by having direct engagement at the right level with potential clients.Understand the Risks: Prepare in advance to mitigate the risks the leaders of large companies will have. Build a Dedicated Team: Train a team that can effectively execute your whale hunting strategy.Barbara Weaver Smithâs insights provide a roadmap for CEOs looking to elevate their sales game by targeting and securing large accounts. For more detailed strategies and expert advice, watch the full episode below.
Chapters00:00 Introducing Barbara Weaver Smith - Host Alice welcomes Barbara Weaver Smith. She is an expert in "whale hunting" â landing major accounts.
01:33 The Excitement of Sales Talk - Barbara expresses her anticipation for discussing her area of expertise.
01:53 Defining Whale Hunting - Barbara explains whale hunting as a business strategy. She emphasizes CEO involvement for successful large deals.
03:07 The Importance of Teams in Sales - Emphasizing sales as a team sport. Lone wolves are a thing of the past.
05:50 Scouting and Engaging Targets - The process of identifying ideal clients. The role of scouts and engaging teams in whale hunting.
07:44 The Value of Large Accounts - Barbara discusses strategic growth through large client accounts. She explains their impact on businesses.
08:03 Repeat Success - Addressing the challenge of replicating the success of landing a first-time whale. This requires a deliberate and structured approach.
10:35 Overcoming "Whale Fears" - Introducing the notion of mitigating big companies' fears. This includes dealing with smaller vendors and financial risks.
14:11 Building Effective Sales Teams - The need for sales teams to be business-savvy. They must also be capable of leading a buyer's journey.
17:31 Crafting a Precise Customer Approach - Using customer dossiers for targeted engagement. Proper introductions are key.
21:54 Establishing the Buying Journey - Sales teams lead the buying journey. They identify key stakeholders in a large deal.
25:04 CEO Involvement - Discussing the strategic role of a CEO in sales meetings. This is crucial during complex negotiations.
28:01 After the Whale Hunt - Post-sale strategies are vital. The importance of onboarding new large accounts for long-term success.
31:21 Introducing The Whale Hunters Institute - Barbara reveals her new project. It offers resources and a digital coach to help companies in whale hunting.
About GuestI am Barbara Weaver Smith, the founder of The Whale Hunters Institute. At The Whale Hunters, we are passionate about pioneering innovative sales strategies. With the introduction of Barbara AI, we are revolutionizing sales coaching, making it accessible 24/7. Our mission is to empower businesses of all sizes with practical tips for success. Let's navigate the sales world together!
Social LinksBarbara Weaver Smith LinkedIn: https://www.linkedin.com/in/barbaraweaversmith/
Whale Hunters LinkedIn: https://www.linkedin.com/company/the-whale-hunters/
Barbara Weaver Smith Twitter: https://twitter.com/thewhalehunters
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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Episode Summary: Ever felt the frustration of navigating customer service bots that just don't get your problem? Alex Levin of Regal.io understands this pain all too well and is transforming customer interaction with a human touch. He shares his journey from working to build Angieâs list to cofounding Regal.io, getting customer feedback in the early days and growing sales to $3M ARR in the first year.
Here's what you'll discover:
After taking Angie's List from 1 million to 1.5 billion, why Alex craved the startup world.The founding story of Regal.io and its mission.How personalized customer interactions can drive sales.The importance of a hands-on approach in the early stages of a startup.From Angie's List to Regal.io: The Founding Story After helping Angie's List grow from 1 million to 1.5 billion in revenue, Alex Levin yearned for the dynamic environment of a startup. Recognizing a gap in how companies interact with customers online, he co-founded Regal.io. âPeople were nervous about making big decisions online. What worked was actually talking with the customer,â says Alex. He found that for complex services, customers preferred real conversations to feel reassured and confident.
Personalized Customer Engagement Regal.io was born from the insight that certain industries, like home services, healthcare, and education, benefit immensely from personalized customer interactions. At Angie's List, Alex saw that conversion rates improved significantly when customers had real conversations. He explains, âWe had a team of 5000 people engaging directly with customers, but the tools were not made for proactively engaging them.â This meant using a large team to personally interact with customers, build trust, and guide them, even though existing tools werenât designed for this proactive approach.
Building the Business Alex and his co-founder took a calculated risk, leaving their jobs to build Regal.io without a finished product. They validated their concept by showing potential customers mockups and iterating based on feedback before raising money. Alex emphasizes, âDon't raise any money until you've convinced yourself it's a real business.â
Scaling and Sales Strategy Initially, Alex led the sales efforts himself, leveraging his industry knowledge and personal network and was able to close $3M in ARR the first year. When you are doing all the selling and decide you are ready for some help, he advises, âGet somebody to shadow you, see what you're doing, figure out how you're doing it.â This hands-on approach helped them get others up to speed more quickly.
The Role of Human Interaction In a world increasingly driven by digital interactions, Regal.io stands out by emphasizing the value of human touch. âIf youâre lucky, people go to that one feature they like, and you end up spending years building that,â Alex notes. This approach has helped Regal.io grow rapidly, reaching significant milestones in a short time.
Action Steps for CEOs
Emphasize Personal Interaction: Identify areas where direct engagement can significantly impact customer experience and conversion rates.Validate Early: Before investing heavily, use mockups and direct customer feedback to refine your product concept.Build a Dedicated Team: Hire individuals who can shadow and learn from your sales process to create a scalable sales strategy.Making real connections with your customers can make a big difference. Alex Levin's journey with Regal.io shows how personal touch can drive business success. For more insights and detailed strategies, watch the full episode below.
Chapters01:02 Guest Welcome - Introduction of Alex Levin, founder of Regal IO, and his journey from Angie's List to starting his venture.
01:32 Regal IO Explained - Alex provides insights on Regal IO's conception from his experiences at Angie's List and the gap in the home services industry.
02:48 Customer Engagement Realities - The revelation of conversational engagement increasing conversion rates and how Regal IO addresses this in various industries.
05:03 The Human Touch in Digital - Discussing why despite digital trends, human interaction remains crucial in customer engagement and business dealings.
05:56 Startup Leap - Alex shares the motivations for leaving a large company and deciding to build a startup addressing sales engagement difficulties.
07:37 Founding Moments - Strategy behind launching Regal IO, including initial market research and the philosophy of avoiding premature funding.
09:13 Entrepreneurial Grit - The importance of perseverance and adaptability in an entrepreneurâs journey from concept to successful company growth.
10:24 Sales Strategies - Alex reflects on the early sales approach of Regal IO and the lessons learned about pricing and building a sales team.
13:23 Scaling Sales - From sales tactics at 3 million ARR to scaling up operations and transitioning to an enterprise sales model and channel partnerships.
16:55 Customer-Centric Sales Structure - Alex stresses the significance of customer experience during onboarding and maintaining executive involvement in the sales process.
18:39 Role of the CEO in Scaling - Alex advises CEOs on evolving their roles in sales strategy as their company grows, using both personal involvement and strategic delegation.
20:14 Growth and Sales Team Evolution - An overview of how Regal IO went from a solitary sales front to a robust 30-member team tailored to market needs.
24:10 Executive Participation - Navigating the balancing act in bringing senior executives into sales conversations to provide value and secure customer loyalty.
27:30 Final Thoughts and Advice - Alex imparts final advice for CEOs on positioning their products in a cost-conscious market and ensuring they convey unique value.
About GuestAlex Levin is Co-Founder and CEO of Regal.io. He leads the GTM teams. Prior to Regal.io, Alex was a product manager at Personal and Thomson Reuters, and then joined Handy (acquired by ANGI in 2018) as an early employee. At Handy and then ANGI Alex led growth and marketing. Alex grew up in New York and received his BA from Harvard.
Social LinksConnect with Alex on LinkedIn:https://www.linkedin.com/in/alexlevin1/
REGAL LinkedIn: https://www.linkedin.com/company/regal-io/
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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Did you know 95% of Americans eat at least one cookie per month? In today's "Sales Talk for CEOs," Alice speaks with Grayson Hogard's entrepreneurial journey from hobby baking to a hugely successful business. As CEO of Grove Cookies, Grayson turned traditional treats into a powerhouse of corporate gifting. Discover how cookies can reshape client relations and strategies.
A Sweet StartIn 2020, amidst the pandemic, Grayson and his wife began baking as a hobby. Their homemade Oreo cookies were a hit among friends, sparking the idea to sell them. "When I took a bite out of our Oreo cookie, I was like, okay, this is real," Grayson recalls. They quickly set up their business, choosing traditional cookie flavors over trendy ones to stand out in the crowded market.
From Home Kitchen to Corporate GiftingGrayson's logistics expertise and initial positive feedback led them to focus on corporate gifting. They realized the potential when a financial advisor requested hundreds of cookies as client gifts. "When you get a client that wants to send out 500 gifts a year, you just are like, oh, there's a market here, let's explore it," Grayson explains. This insight shifted their business towards serving corporate clients, offering a memorable and delicious touch to business relationships.
Navigating Business GrowthDespite no formal business background in baking or sales, Grayson's experience in logistics helped streamline their operations. They refined their offerings based on customer feedback, ensuring their cookies always arrived intact and delicious. "All that mattered to them at the moment was cookies do not break. And we succeeded on the first try," Grayson notes about their packaging efforts.
The Key to Success: Listening and AdaptingListening to their clients has been crucial. Grove Cookies adapted their packaging and expanded their range based on client needs, maintaining high standards and customer satisfaction. Grayson emphasizes, "Really listening to your customers, which is always important, and executing off of that."
Action Steps for CEOs:Identify Unique Opportunities: Like Grayson, look for unique angles in crowded markets.Leverage Personal Passions: Turn personal passions into business opportunities.Listen to Your Customers: Use client feedback to refine and adapt your offerings.For more insights and the full story of how Grove Cookies turned a simple idea into a thriving business, make sure to watch the full episode of Sales Talk for CEOs. Discover the power of combining passion with business acumen!
Chapters01:42 Overview of Grove Cookie - Grayson explains the focus of Grove Cookie, specializing in corporate gifting and sales and marketing.
About Guest
02:23 Popularity of Cookies - Discussion about the universal appeal of cookies and their role in corporate gifting.
04:01 Choosing the First Cookie Flavor - Grayson talks about selecting the Oreo cookie as their first flavor and how it became a favorite.
05:27 Packaging and Shipping Challenges - The initial challenges of packaging and shipping cookies without them breaking.
06:36 First Sale and Realization of Market - Grayson's first sale to his mother and the realization of a market for corporate gifting.
07:51 Networking for Initial Clients - The importance of networking in securing their first major clients and building relationships.
09:33 Cold Calling Strategy - Grayson shares his experience with cold calling and the success it brought in securing clients.
10:40 Ideal Customer Profile - How they identified financial advisors as their initial target market.
12:53 Learning from Feedback - The significance of customer feedback in refining their products and services.
16:52 Expanding Customer Base - How the ideal customer profile has changed and the benefits of partnering with gifting platforms.
18:05 Using Gifting for Prospects - Grayson discusses their strategy of using cookies to initiate contact with potential clients.
20:27 Sales Techniques - Insights into effective sales techniques, including personalized outreach and follow-up strategies.
22:31 Building Partnerships - The role of partnerships with gifting platforms in expanding their market reach.
25:22 Organic Marketing Success - The impact of organic marketing and social media in growing Grove Cookies' brand presence.
28:30 Challenges of Scaling - The challenges and learning experiences of scaling the business while maintaining quality and service.Founder of Grove Cookie Company. My wife and I launched our company from our townhome in 2021 with a focus on B2B gifting with cookies.
Social Links
We are the premier B2B cookie company focused solely on enhancing your professional relationships.
What started as a fun side hustle crafting small batch, soft and delicious cookies became a fun and exciting business that quickly outgrew our home kitchen.
In 2022, we moved our operation out of our home and into our very own production facility in Tigard, Oregon.
We use quality ingredients from companies known for their ethical treatment of animals and a commitment to sustainability, like Ghirardelli & Bob's Red Mill.
We offer nationwide shipping, DoorDash delivery, and pickup.
Cookies delivered - 2021, year 1: 13,990
Cookies delivered - 2022, year 2: 52,437
Cookies delivered - 2023, year 3: 220,186
Cookies Delivered - 2024, year 4: TBDConnect with Grayson on LinkedIn: https://www.linkedin.com/in/graysonhogard/
Grove Cookies LinkedIn:https://www.linkedin.com/company/grovecookiecompany/
Grove Cookies Website: https://www.grovecookiecompany.com/
Check out Aliceâs website: https://aliceheiman.com/
Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/
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