Episodes
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by George Mogannam, CRO at Celigo. George shares insights from his extensive experience in scaling high-growth businesses and leading world-class sales organizations. The discussion delves into the common challenges startups face as they grow, highlighting the importance of establishing the right hiring profiles, formal onboarding and training, key performance indicators (KPIs), and an operating rhythm to drive sustainable growth. The episode offers practical advice for CROs on building high-performing revenue teams, ensuring effective communication, and integrating sales processes across various departments to maintain a competitive edge in today's market. George emphasizes the need for continuous enablement, cultural cohesion, and the pivotal role of the CRO in fostering an accountable and disciplined sales environment.
ADDITIONAL RESOURCES
Learn more about George Mogannam:
https://www.linkedin.com/in/georgemogannam/
Read Force Management’s Guide to Embedding AI In Your B2B Sales Organization: https://hubs.li/Q03ldrzD0
Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:02:05] The Importance of Process in Scaling Startups
[00:02:40] Common Challenges in Sales Organizations
[00:03:43] Hiring the Right Salespeople
[00:04:46] The Role of Sales Enablement
[00:06:53] Defining Sales Terminology
[00:09:11] Adapting Hiring Profiles for Growth
[00:23:44] Onboarding and Training New Hires
[00:32:03] Leveraging Tools and Metrics for Success
[00:37:59] Understanding the Five Quarter Report
[00:40:06] Implementing Sales Disciplines Across Departments
[00:44:15] The Role of the CRO in Organizational Growth
[00:48:26] The Importance of Operating Rhythms
[00:52:44] Challenges in Sales Processes and Technology
[00:57:02] The Impact of Remote Work on Sales Teams
[01:00:00] The Criticality of Efficient Hiring Processes
HIGHLIGHT QUOTES"When you implement these disciplines, it helps pull the rest of the company along."
"You must have the right people on the bus executing in the direction we need to go."
"A common language and definitions become critical as part of the enablement."
"Everybody loves to be in an environment where they can be led to a place they couldn't get to on their own."
"Creating a hiring profile that evolves with the company is essential; what works at one stage may not work at another."
"It's critical to have the tools and metrics in place to provide direction and identify gaps in the sales process." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with John Rowell, co-founder of Pinned Golf and a former enterprise sales leader, to explore the timeless value of preparation in both sales and entrepreneurship. Rowell breaks down how his enterprise sales discipline shaped his startup success, sharing tactical wisdom on transforming cold calls into warm connections, creating repeatable processes, and winning buyer trust from the very first interaction. Whether you’re a rep, a sales leader, or a founder, this is a playbook for showing up like a pro.
KEY TAKEAWAYS
[00:00:44] Preparation Builds Confidence: Rowell shares how structured pre-call prep creates clarity and control in high-stakes sales interactions.
[00:01:06] Hypothesize Before You Call: Great reps make educated assumptions about the buyer’s needs before they ever get on the phone.
[00:02:21] Preparation Is the Message: How you prep shows who you are and how you'll show up for the customer.
[00:02:57] Cold Calls Shouldn’t Be Cold: Transform outreach by researching industries, personas, and proof points before dialing.
[00:04:09] Sales Is a High-Performance Sport: Like elite athletes, the best reps obsessively prepare to perform at their peak.
[00:05:31] Preparation Builds Trust Early: First impressions matter—showing up prepared signals reliability.
[00:06:24] Presence Over Performance: When you're prepped, you can truly listen and be present instead of trying to sound “interesting.
[00:07:29] Process Equals Speed: Rowell unpacks how process-driven sales teams outpace the competition by removing guesswork and bottlenecks
[00:08:34] Apply Process to Entrepreneurship: From startup KPIs to sales funnels, the mindset of structure translates directly to building a business.QUOTES
[00:00:44] “Process equals speed. If you can build what you're gonna do every day into a defined process, you're gonna move faster.”
[00:01:46] “I saw 50-year-old President’s Club winners still taking time to read 10-Ks before calls. That prep never stops being valuable.”
[00:02:57] “They shouldn't be cold calls. They should be warm calls because you should figure out ways to make them warm.
[00:04:09] “If you're an enterprise rep, that’s your NFL. You should be prepping like Patrick Mahomes watches film.
[00:05:55] “Preparation allows you to be present, not scrambling to sound interesting.
[00:06:45] “When you’re prepared, you’re not performing. You’re just being yourself—and that’s when trust is built.
[00:08:34] “Dialing in a process and measuring success—whether in sales or startups—gives you repeatable wins.”Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/pinned-golf-making-the-shift-from-sales-to-entrepreneurshipEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/ -
Missing episodes?
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Tony Marino, a senior advisor and executive coach with a storied career as CHRO for major global companies like Fiserv. The discussion revolves around the critical aspects of corporate leadership, the parallels between athletics and business, and the importance of maintaining physical and mental well-being for optimal performance. Marino introduces the concept of 'five-tool players' in a corporate context, emphasizing the need for well-rounded leaders proficient in six key areas: financial and business acumen, client focus, people and team leadership, risk and controls, operational excellence, and innovation. The episode also covers practical strategies for establishing priorities, key lessons from transformative sales effectiveness initiatives, and the impact of habits and routines on leadership success.
ADDITIONAL RESOURCES
Learn more about Anthony Marino:
https://www.linkedin.com/in/anthony-s-marino-94a6476/Read Force Management’s Guide to Embedding AI In Your B2B Sales Organization: https://hubs.li/Q03ldrzD0
Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10x
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:01:59] Corporate Athlete: Balancing Leadership and Well-being
[00:04:13] Transferable Lessons from Athletics to Business
[00:06:31] The Importance of Physical and Mental Health for Leaders
[00:09:56] Setting and Achieving Goals: The 6% Club
[00:12:34] Prioritizing and Managing Time Effectively
[00:28:11] Real-life Examples and Practical Advice
[00:33:54] The Importance of Operating Rhythm in Corporations
[00:35:43] Predictable Management Routines for Leaders
[00:38:18] Understanding the Concept of Five Tool Players
[00:40:17] Six Key Traits of Successful Leaders
[00:47:49] The Role of Feedback and Coachability
[00:51:07] Identifying Team Archetypes
[00:59:36] The Impact of Sales Effectiveness on Company SuccessHIGHLIGHT QUOTES
"The greatest leaders are well-rounded, like five tool players."
"If you don’t take care of yourself, you lose perspective."
"The best leaders I've ever met are self-aware."
"Every leader should evaluate all the activities on their desk regularly to ensure they are adding value."
"Sales productivity should be the number one metric for any company."
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In this short segment of the Revenue Builders Podcast, we revisit the discussion with Matt Nolan, CRO of Redwood Software, to discuss what it really takes to scale a revenue organization beyond the $200M mark. Matt shares what he’s learned stepping into the CRO role—shifting from deal-maker to system-builder, navigating cultural integration post-acquisition, managing board dynamics, and building trust through authentic leadership. If you're a sales leader, aspiring CRO, or operating in a private equity-backed company, this candid conversation is loaded with actionable insights.
KEY TAKEAWAYS
[00:00:30] The shift from deal involvement to systems thinking as a CRO
[00:01:40] Navigating complexity: PLG, SLG, and assisted motions in one org
[00:02:15] Tackling organizational friction points no one else can move
[00:03:00] Building credibility with a board that has a different go-to-market background
[00:03:45] The challenge of balancing learning vs. initiating change as a new leader
[00:05:00] Why being authentically yourself is the best leadership strategy
[00:06:15] How to build trust without gutting legacy teams
[00:06:45] Culture wins: no account conflicts, cross-region harmony, and shared mission
[00:07:15] Going from “best kept secret” to magic quadrant leaderQUOTES
[00:01:45] “My job is to go turn all the ‘what's not working’ into ‘what's working.’”
[00:02:10] “There are some rocks in the business that only the CRO can move."
[00:03:05] “You’ve got to earn trust to make big moves—especially when your vision differs from the board’s.”
[00:05:00] “The only way to do it is to be yourself—even if that means being more open than most."
[00:06:50] “I’m proud of a very corny thing: no account conflict has ever escalated to me in three years.
[00:07:00] “We were the best kept secret in software—now we’re in the magic quadrant.”Listen to the full conversation through the link below:
https://revenue-builders.simplecast.com/episodes/navigating-the-cro-role-while-building-a-great-culture-with-matt-nolanEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDCCheck out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook: https://www.forcemanagement.com/roi-of-sales-messaging
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Marcello Gallo, Chief Revenue Officer at Sigma Computing. The discussion dives into Marcello's extensive experience in enterprise sales leadership, including his non-traditional path, lessons from leading roles at various companies, and the importance of structure, mentorship, and continuous learning. Marcello shares valuable insights on transitioning from technical roles to sales, territory management, and the significance of aligning with customer needs to drive value. The conversation also emphasizes the importance of having a growth mindset, understanding customer environments, and leveraging product-market fit for sustained success.
ADDITIONAL RESOURCES
Learn more about Marcello Gallo:
https://www.linkedin.com/in/gallomarcello/Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:01:53] Marcello's Journey into Enterprise Sales
[00:08:13] The Importance of Structure in Sales
[00:28:37] Navigating Major Accounts and Complex Sales
[00:34:32] Understanding the Champion's Role in Sales
[00:35:15] Building Strong Relationships with Champions
[00:37:59] The Importance of Predicting and Preparing for Objections
[00:39:14] Role-Playing and Preparation Techniques
[00:40:05] Leadership and Helping Teams Get Unstuck
[00:42:03] Lessons from Climbing the Corporate Ladder
[00:43:21] The Value of Enablement and Territory Management
[00:46:20] Adapting to Market Changes and Customer Feedback
[00:53:59] Choosing the Right Opportunities and Taking Risks
[01:04:50] Sigma Computing's Growth and OpportunitiesHIGHLIGHT QUOTES
“If you can't bet on yourself, who can you bet on?"
“Knowledge is courage.”
“You get delegated to those that you sound like.”
“Hire the people commensurate to the territory that you have open.”
“Don't confuse position with opportunity.” -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Jane Thompson of BigPanda to unpack the art and science of selling into strategic accounts. Jane shares hard-won wisdom on navigating multi-divisional enterprises, building champions across layers of influence, and translating technical capabilities into board-level business value. If you want to elevate from tactical selling to true strategic impact, this episode delivers the roadmap.
KEY TAKEAWAYS
[00:00:45] Focus beyond standard research—find personal executive insights to connect meaningfully.
[00:01:15] Strategic sellers must bridge technical solutions to business outcomes.
[00:02:00] Map value by stakeholder: technical director, VP, CIO—tailor it to each.
[00:03:30] Selling to multi-divisional organizations requires managing multiple champions, needs, and value props.
[00:04:15] Ecosystems are interdependent—solutions impact multiple departments.
[00:05:00] Use the “M and W Effect” to navigate accounts vertically and horizontally.
[00:06:00] Prevent single-threading—schedule multiple meetings at once and communicate openly.
QUOTES
[00:01:20] “Anyone can go read a 10-K, but go find personal tidbits that help you build a champion at every level.”
[00:01:55] “You have to translate what you do into business issues—or you’re not going to be a good strategic account rep.”
[00:02:40] “If you think in a strategic sense, mapping value by stakeholder becomes second nature.”
[00:04:00] “It’s a skill to unify multiple divisions with multiple stakeholders into a single ROI conversation.”
[00:05:10] “If you’re not moving up and down in the org chart, you won’t make it in strategic accounts.”
[00:06:05] “Be transparent—reach high and wide without being sneaky. It works if done right.”
Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/selling-into-strategic-accounts-with-jane-thompsonEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here:
Revenue Builders Podcast, John Kaplan, John McMahon, Force Managementhttps://hubs.li/Q02Zb8WG0Read Force Management's eBook:
https://www.forcemanagement.com/roi-of-sales-messaging -
In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Matt Nolan, Chief Revenue Officer at Redwood Software. Matt shares his extensive experience in developing global revenue strategies, scaling enterprise automation solutions, and transitioning from venture capital to private equity environments. The conversation covers key lessons such as the importance of culture, the significant role recruiting plays in a CRO's success, the complexities of managing a board, and strategies for building top-performing sales teams. Matt emphasizes the critical nature of hiring ahead, discipline in recruiting, the layered impact of having strong leaders, and creating a high-performance, team-based culture that can drive prolific growth. Listeners will gain valuable insights on how to build and sustain a winning sales organization.
ADDITIONAL RESOURCES
Learn more about Matt Nolan:
https://www.linkedin.com/in/matthewanolan
https://www.linkedin.com/company/redwood-software/Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:02:02] Lessons from a First-Time CRO
[00:03:47] Building and Maintaining Company Culture
[00:04:45] Navigating Leadership During COVID-19
[00:06:05] Managing the Board and Leadership Challenges
[00:07:03] Scaling Revenue and Systems Thinking
[00:10:15] Recruitment and Team Building Strategies
[00:11:16] The Importance of Authentic Leadership?
[00:15:21] Fostering a Team-Based Culture
[00:20:39] Recruitment Pipeline and Talent Acquisition
[00:21:30] The Relentless Pursuit of Top Talent
[00:34:00] The Power of Networking and Recruiting
[00:35:14] Building a Leadership Team
[00:36:15] The Importance of Recruiting Top Talent
[00:39:10] Sourcing and Recruiting Strategies
[01:01:21] The Role of Culture in Building a DynastHIGHLIGHT QUOTES
"Recruiting is the foundation and culture is what sustains you and allows you to win multiple championships."
"Once you see the impact of having great people, you can't unsee it."
"You can be bad at everything, but if you're great at recruiting, you can cover for a lot of sins."
"Every word you say as a leader is internalized deeply by your team."
"You've got to be relentless about recruiting, it can't just be something you do when there's an opening." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Bob Ranaldi of FTV Capital to unpack the delicate dynamics between CROs, CEOs, and board members. From managing expectations to avoiding pitfalls of dysfunction, this conversation dives deep into how CROs can approach board interactions with strategy, self-awareness, and alignment. Perfect for revenue leaders who want to strengthen executive relationships and drive healthy boardroom collaboration.
KEY TAKEAWAYS
[00:00:35] Understand the Board’s Purpose: CROs must recognize the board’s role in needs analysis and bringing strategic value—not just oversight
[00:01:10] Diversify Board Experience: Great boards consist of varied backgrounds and expertise; avoid redundancy in experience sets
[00:01:45] Root Cause vs. Surface Complaints: Before raising issues with the board, ensure the CRO and CEO have sought resolution together.
[00:02:15] Bring Solutions, Not Just Problems: Leaders must shift from venting to proactive solution-building
[00:02:50] Avoid Commiserating with Board Members: CROs should direct internal concerns to CEOs first, not the board—keep relationships clear and constructive.
[00:03:30] Align Board Expertise with Department Needs: Strong boards mirror company functions, acting as mentors to department leaders when the CEO is confident and secure.QUOTES
[00:00:55] "The board needs to do a needs analysis… making sure you don’t have redundancy in experience is really important."
[00:02:00] "If you’ve got a problem and you’re not thinking about a solution, then you’ve got to look in the mirror."
[00:02:50] "If you're bringing something to me that looks like you don’t have a solution, you’re just complaining."
[00:03:50] "The really good CEOs bring in board members who can act as mentors aligned to each function.
[00:04:15] "For that to work, the CEO must be very secure in their job."Listen to the full conversation through the link below. https://revenue-builders.simplecast.com/episodes/understanding-the-nuances-of-the-cro-ceo-relationship
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook: https://www.forcemanagement.com/roi-of-sales-messaging
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Jane Thompson, Director of Strategic Accounts at Big Panda. They discuss the intricacies of managing strategic accounts in B2B sales. Highlights include essential characteristics for reps, such as thinking in terms of value, having confidence and courage, understanding the customer's organization, and translating technical capabilities into business outcomes. The conversation also covers the importance of internal support, effective compensation structures, and the critical timing for scaling accounts in startups. Jane shares her experiences and insights on what makes a successful strategic accounts manager, while the hosts emphasize the pitfalls of transitioning reps without the right skill set into strategic roles.
ADDITIONAL RESOURCES
Learn more about Jane Thompson: https://www.linkedin.com/in/jane-thompson-5aa940/
Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:01:58] Understanding Strategic Accounts
[00:03:06] Navigating Organizational Structures
[00:05:16] The Importance of Value in Sales
[00:11:17] Characteristics of Successful Strategic Account Reps
[00:21:30] Building Relationships and Trust
[00:29:50] Challenges and Pitfalls in Strategic Account Management
[00:31:20] Managing Strategic Accounts Effectively
[00:32:33] Common Mistakes in Scaling Startups
[00:33:13] Effective Strategies for Major Accounts
[00:34:36] Challenges with Strategic Account Management
[00:37:20] Organic Growth in Early-Stage Companies
[00:39:19] The Importance of Strategic Reps
[00:56:00] Compensation and Incentives for Strategic RepsHIGHLIGHT QUOTES
"If you're curious, you know how to map very quickly; you have to know the top three value drivers."
"You need people who can get others to want to, when they don't have to."
"You can't put a tactical leader on top of a strategic account."
"Most importantly is understanding the organization first and foremost. How is the company structured?"
"You need to start high and work your way down to find the power base." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Frederik Maris, CRO at Atoss Software SE. Frederik shares how he interviews, assesses, and hires elite enterprise sales talent by focusing on EQ, character, and curiosity over resumes alone. Learn the power of the ICE criteria and how seasoned leaders spot top performers by blending science, gut instinct, and situational awareness.
KEY TAKEAWAYS
[00:01:00] The ICE criteria: Intelligence, Character, Coachability, and Experience—what it means and how to apply it in hiring
[00:02:00] How “Spin Selling” still applies to modern interviews and what it reveals about candidates
[00:03:00] Why understanding hiring criteria is a test of a rep’s customer empathy
[00:04:00] EQ as a deal accelerator—how top reps build champions both internally and externally
[00:05:00] The role of self-awareness, curiosity, and integrity in elite salespeople
[00:06:00] How to spot emotional intelligence in subtle cues during interviews
[00:07:00] Why gut feel, not just metrics, is a critical part of hiring decisions
[00:08:00] Frederik’s favorite interview question that reveals a rep’s self-awareness instantlyQUOTES
[00:01:00] "If they don't ask what I'm looking for in this interview, how are they going to understand what a customer wants?"
[00:04:00] "EQ is about the ability to build champions—internally and externally."
[00:05:00] "I'm looking for people who do what's right for the customer, the partner, the company—and hopefully, the world."
[00:06:00] "You can feel EQ—how they interact with the receptionist, how they carry warmth in a conversation."
[00:08:00] "How do you think you're doing in this interview?" That one question shows me their self-awareness instantly."Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/training-your-teams-for-complex-enterprise-sales-with-frederik-marisEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook:
https://www.forcemanagement.com/roi-of-sales-messaging -
In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by John Rowell, co-founder of Pinned Golf, about his transition from a successful career in enterprise sales to entrepreneurship. Rowell shares his invaluable experiences from working at EMC Dell Technologies and Lacework, highlighting the importance of process and preparation. He discusses how these skills translated into building a thriving startup, explains the significance of defining an ideal customer profile, and offers insights into the challenges and rewards of making the leap to start his own company. The episode also delves into Pinned Golf’s innovative products, the dynamics of working with friends, and strategies for effective sales and management in both B2B and B2C environments.
ADDITIONAL RESOURCES
Visit Pinned Golf! Check out their products here: https://pinnedgolf.com/
Connect with John Rowell:
https://www.linkedin.com/in/johnerowell/Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:01:39] John Rowell's Career Journey at EMC and Lacework
[00:05:21] Advice for BDRs and SDRs: Building Confidence and Authenticity
[00:07:37] The Importance of Pre-Call Preparation
[00:15:01] Process Equals Speed: Lessons from Lacework
[00:19:23] Transitioning to Entrepreneurship: Founding Pinned Golf
[00:25:19] Developing and Marketing Pinned Golf Products
[00:31:36] The Caddy: Revolutionizing Golf Technology
[00:34:17] Pre-Order and Market Gap
[00:35:46] Finding the Ideal Customer Profile (ICP)
[00:38:26] Distribution Strategies
[00:41:14] Entrepreneurial Journey and Challenges
[00:46:56] Manufacturing and Role Segregation
[00:48:30] Partnership Dynamics and Decision Making
[00:57:50] Sales and Growth Mindset
[01:04:53] Product Customization and Corporate GiftsHIGHLIGHT QUOTES
"Process equals speed."
"If you're not prepared, you'll figure it out after the call, but then it's too late."
"The best way, the best connection you can make is to give that person space to be able to articulate what their challenges or problems are."
"If you can get the channel really working for you and selling on your behalf, you can touch so many more people."
"You can have three guys in a boat, but if only one's rowing, it's definitely not gonna work." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Chris Vik, CRO at Leapwork, to discuss the critical role of pipeline generation (PG) in both sales and recruiting. Chris challenges the notion that PG is dead, emphasizing the relentless effort required from leaders to inspect, inspire, and engage their teams. He also highlights the importance of leaders taking ownership of recruitment rather than outsourcing it, ensuring they build high-performing teams. Tune in to learn why getting “in the pit” with your reps is essential and how to recruit top talent—even as a lesser-known company.
KEY TAKEAWAYS
[00:01:00] Pipeline Generation Isn't Dead – Leaders must commit to driving PG consistently.
[00:02:00] The Role of Leaders in PG – Inspiring and supporting reps is critical to success.
[00:02:30] Getting ‘In the Pit’ – Leading by example fosters accountability and growth
[00:03:00] Recruiting as a Team Sport – Why leaders should be hands-on in hiring.
[00:06:00] The Art of Recruiting Top Talent – Overcoming objections when hiring for a lesser-known company.QUOTES
[00:01:00] “PG isn’t dead—you just have to do it the right way.
[00:02:00] “Your job as a leader is to help people get unstuck.”
[00:02:30] “If you're not in the pit with your reps, how can you coach them?”
[00:06:00] “Recruiting is a team sport—don’t outsource your dream team.”Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/data-driven-decision-making-with-parm-uppalEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook: https://www.forcemanagement.com/roi-of-sales-messaging
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Bob Ranaldi, a seasoned global sales executive with over 20 years of experience. Bob shares insights on optimizing CRO-CEO relationships, emphasizing high communication, aligned goals, and data-driven decision-making. The discussion explores how to create a strong board, the importance of sales efficiency, and the need for CROs to own their numbers and impact the forecast immediately. Bob and the hosts provide valuable advice for sales leaders, highlighting the significance of understanding the company's ideal candidate profile, fostering a winning mindset, and balancing growth with EBITDA. They also delve into the nuances of maintaining effective communication, especially in post-COVID, remote work environments, and the critical role of board members in supporting various company disciplines.
ADDITIONAL RESOURCES
Learn more about Bob Ranaldi:
https://www.linkedin.com/in/bob-ranaldi-54a46514/Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0
Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:02:57] The Importance of CRO-CEO Relationship
[00:04:39] Effective Communication and Data-Driven Decisions
[00:07:40] Balancing Growth and Efficiency in Private Equity
[00:11:53] Sales Efficiency and Productivity Metrics
[00:16:33] Navigating Challenges in Sales Leadership
[00:29:10] The Role of Communication in Remote Work
[00:32:50] Leadership Language and Mindset
[00:33:28] Advice for First Board Meetings
[00:34:45] Owning the Forecas
[00:39:32] Building the Right Team
[00:46:12] Navigating CEO and CRO Dynamics
[00:51:06] Effective Board Member SelectionHIGHLIGHT QUOTES
"You have to see yourself on the same level as the CEO. You're paid to express your opinion on what you think."
"It's important to set the bar high, but it has to be an attainable goal to maintain team morale and drive performance."
"The interaction verbally is the place to start. The face-to-face communication helps resolve disagreements and builds relationships."
"Always put the company first. Your department and your role matter, but they come second to the company's success."
"Understanding the current state and helping the team win early builds momentum and fosters team cohesion." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Parm Uppal, CRO at Benchling, to discuss the critical shift from measuring sales activities to tracking accomplishments. Parm shares insights on setting clear expectations for reps, training them for high-impact meetings, and aligning their daily actions with business outcomes. The conversation explores strategies for reaching economic buyers, adapting to shifting funding landscapes, and simplifying sales execution for maximum effectiveness.
KEY TAKEAWAYS
[00:00:26] The power of simplifying expectations for sales reps.
[00:01:19] Training reps for high-impact meetings to close deals.
[00:02:13] Why accomplishments matter more than activity metrics.
[00:03:16] Aligning rep performance with business goals using a proven framework.
[00:04:52] Adapting to shifts in funding and decision-making authority.
[00:05:45] Setting clear expectations: the three-to-four things reps must always know.
[00:07:07] Keeping sales execution simple and focusing on small wins.QUOTES
[00:01:45] “If we know these are the toughest meetings, we have a duty as leaders to be training reps for them.”
[00:02:32] “If you got an EB meeting, chances are you already have a champion. To get a champion, you probably did proper discovery.”
[00:04:07] “Are you the chief problem officer, or are you just running deals? Your sales strategy depends on how well you define the problem.”
[00:05:45] “I want my reps to wake up and immediately know the three to four things I expect from them—without having to write them down.”
[00:07:24] “We keep it simple: What’s the biggest red flag in MEDDIC today, and who do we take the Three Whys to?”Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/data-driven-decision-making-with-parm-uppalEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook: https://www.forcemanagement.com/roi-of-sales-messaging
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Frederik Maris, the Chief Revenue Officer at Atoss Software SE. Frederik shares his extensive experience in B2B sales leadership, offering insights on recruiting top talent, the importance of early career learning, and the critical role of first-line managers. The discussion delves into qualities to look for in sales reps, the significance of qualifying prospects, and how to instill a culture of continuous learning and accountability within sales teams. Frederik underscores the need for conscious competence in sales and leadership, and the value of self-awareness and emotional intelligence in driving success. This episode is packed with actionable advice for current and aspiring sales leaders.
ADDITIONAL RESOURCES
Learn more about Frederik Maris:
https://www.linkedin.com/in/frederikmaris/Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:02:26] Early Lessons in Sales: Learning and Networking
[00:03:48] The Importance of Qualification in Sales
[00:04:39] Becoming Consciously Competent
[00:06:13] Building a Strong Network and Recognizing Special Opportunities
[00:08:32] The Key to Sales Success: Understanding Pain and Champions
[00:09:43] Effective Discovery Process in Sales
[00:12:22] The Role of CRO in Aligning Company and Sales Strategy
[00:23:02] Knowledge, Skills, and Culture in Sales Organizations
[00:33:36] Scaling Challenges in Sales Leadership
[00:33:50] The Importance of First Deals
[00:34:00] Understanding the Sales Cycle
[00:34:15] Conscious Competence in Sales
[00:34:39] The Role of Sales Managers
[00:34:50] The Science Behind Sales
[00:37:15] Champion Building and Sales Science
[00:40:13] Recruiting Top Performing Reps
[00:41:50] Qualities of Successful Salespeople
[00:44:22] Testing for Emotional Intelligence
[00:54:42] Why Sales Reps Fail
[00:58:13] Accountability in Sales Leadership
[01:02:20] The Journey of Sales SuccessHIGHLIGHT QUOTES
[00:04:00] "It's incredibly important to qualify everything, from deals to recruits, and even why you are at the company."
[00:09:25] "The more you understand the pain points, the better you can build a champion."
[00:12:13] "Sales reps need to earn the right to ask questions by being well-prepared and differentiating themselves from others."
[00:37:22] "If you don't understand the science behind what you're doing, you can't teach others or replicate success."
[00:39:29] "Strong first-line managers who can coach and develop their teams are essential for scaling any sales organization." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Mike Earnest from Wiz to discuss the critical topic of retaining top sales talent. Mike shares his philosophy on building a culture of buy-in rather than compliance, the role of authenticity in leadership, and how sales leaders can help their teams see a clear future within the company. He also highlights the importance of transformational management, showing how investing in employees’ growth leads to long-term loyalty.
KEY TAKEAWAYS
[00:01:08] Understanding Employee Motivations – Retention starts with knowing what employees want to achieve both personally and professionally.
[00:02:15] Creating a Culture of Buy-In vs. Compliance – Employees who believe in the process stay longer than those who are forced into it.
[00:03:02] Transactional vs. Transformational Leadership – Developing employees and helping them grow outweighs short-term financial incentives.
[00:03:50] Helping Employees See Their Future – Retention is at risk when employees cannot envision their future within the company.
[00:04:12] Taking Ownership of Employee Development – Sales leaders, not just enablement teams, must actively guide career growth.QUOTES
[00:01:55] “If you're authentic and genuinely care about your team, they’re not going to leave. They won’t chase a shiny object because they’re already in one.”
[00:02:37] “There's a difference between adhering to a sales process and wanting to adhere to a sales process because it adds value.”
[00:03:02] “When you help someone develop skills they never thought they could master, they’re not leaving for another $10,000.”
[00:03:50] “One of a leader's greatest traits is helping people see themselves in the future.”
[00:04:37] “Retention isn’t just about the company’s reputation—it’s about whether employees see a clear future for themselves.”Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/revenue-retention-and-recruiting-with-mike-earnestEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here:
https://hubs.li/Q02Zb8WG0Read Force Management's eBook:
https://www.forcemanagement.com/roi-of-sales-messaging -
In this episode of the Revenue Builders Podcast, host John McMahon and John are joined by Christopher Vik, Chief Revenue Officer at Leapwork. Chris shares his journey through various sales leadership roles before delving into the state of pipeline generation today. He emphasizes the ongoing need for consistent pipeline generation, detailing how AI and shifting markets impact this critical activity. Through personal anecdotes, Chris outlines the five key components of building a robust pipeline generation culture. He discusses the intricacies of recruiting A-players, stressing the importance of preparation, values, and alignment with company needs. This episode provides a comprehensive look at refining both sales and recruitment processes to enable revenue expansion.
ADDITIONAL RESOURCES
Learn more about Christopher Vik:
https://www.linkedin.com/in/christophervik/Read Force Management’s Guide to Increasing Company Valuation:
https://hubs.li/Q038n0jT0Enjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:02:00] Pipeline Generation: Is It Still Alive?
[00:02:25] Building a Pipeline Generation Culture
[00:04:01] The Five Mechanisms of Successful Reps
[00:15:53] The Importance of Preparation in Pipeline Generation
[00:24:26] Recruitment and Building a Dream Team
[00:33:00] Leveraging AI and Tools for Pipeline Generation
[00:35:01] Leveraging Thought Leaders for Sales
[00:35:32] The House Party Analogy for Warm Introductions
[00:38:21] Tailoring the Challenger Approach
[00:43:30] Importance of In-Person Meetings
[00:46:14] Creating an Invisible Fence in Sales
[00:49:02] Connecting Systems for Sales Success
[00:53:37] Recruiting the Right Sales Reps
[01:03:27] Defining and Living by Your ValueHIGHLIGHT QUOTES
[00:02:00] "Pipeline generation is not dead; it's about evolving the methods with new tools like AI."
[00:03:33] "You can build a business on pipeline generation, but it has to be sustainable and strategic to avoid burnout."
[00:16:56] "Preparation leads to attitude. If you're really prepared, you have a better attitude."
[00:50:01] "Everyone loves to be led, provided you can take them to a place they can't get to on their own."
[01:04:03] "As a leader, you need to know your values and articulate them; it helps build a strong, values-driven culture." -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Patrick Ball, CRO of Crux Informatics, to explore the power of a well-defined sales process. Patrick shares how aligning with the buyer’s journey improves win rates, eliminates wasted efforts, and sets the foundation for a strong business case. He also discusses key red flags to look for, the role of stakeholder engagement, and how to structure a sales motion that drives real value. If you're in B2B sales, you won't want to miss this deep dive into sales execution.
KEY TAKEAWAYS
[00:01:37] 53% of buyers select a vendor based on the buying process, making structured engagement essential.
[00:02:05] How a clearly defined sales process builds trust and credibility with prospects.
[00:02:53] The importance of “go/no-go” checkpoints to prevent wasted time and stalled deals.
[00:04:15] Red flags that indicate you’re dealing with the wrong person in the buying process.
[00:05:09] Why business value assessments (BVA) are critical to securing executive buy-in.
[00:06:10] Understanding the complexity of selling a managed service vs. traditional SaaS.QUOTES
[00:01:37] “53% of buyers choose a vendor based on the buying process. So why wouldn’t we want to control that in the best possible way?”
[00:02:53] “A well-structured sales process keeps both the vendor and the prospect in lockstep, ensuring we’re not wasting time on deals that won’t close.”
[00:04:15] “If a prospect resists engaging in a business value assessment, it’s often a sign you’re talking to the wrong person.”
[00:05:40] “Sales isn’t just about a single point of contact—it’s about engaging all the necessary stakeholders to drive a deal forward.”Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/complex-sales-critical-stages-in-a-customers-buying-processEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook: https://www.forcemanagement.com/roi-of-sales-messaging
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John are joined by Parm Uppal, the Chief Revenue Officer at Benchling. Parm shares his journey through various sales and executive roles, illustrating his approach to using data as a cornerstone for the development and coaching of sales teams. They delve into the intricacies of simplifying vast amounts of data to draw actionable insights and avoid overwhelming sales reps. The conversation also explores the importance of distinguishing between skill and knowledge issues among reps, hiring the right sales leaders for startups, and maintaining a clear focus on the ideal customer profile (ICP). Parm gives practical advice for newly appointed CROs, stressing the importance of a 90-day listening tour and aligning with cross-functional teams. Additionally, the discussion touches on the impact of AI tools in sales processes and the evolving role of data in modern sales strategies. This episode offers a treasure trove of insights and best practices for sales leaders at various stages of their careers.
ADDITIONAL RESOURCES
Learn more about Parm Uppal:
https://www.linkedin.com/in/parmuppal/Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0
Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:01:05] Introducing Parm Uppal: Career Highlights
[00:01:54] Using Data to Develop Sales Reps
[00:03:45] Simplifying Data for Effective Coaching
[00:05:09] Identifying and Solving Sales Problems
[00:07:30] Leading Indicators and Coaching Strategies
[00:10:36] Balancing Data and Observation in Sales
[00:23:29] Adapting to Buyer Changes and Market Shifts
[00:35:30] Building the CRO Scorecard
[00:36:58] The Importance of a 90-Day Listening Tour
[00:38:48] Commanding the Plan and Talent
[00:41:08] Key Metrics for Success
[00:48:15] Challenges in Recruiting and Retention
[01:01:34] Emerging Tools in SalesHIGHLIGHT QUOTES
[00:02:15] "You can't just walk into that conversation with an opinion because everybody's got an opinion."
[00:02:37] "We have so much more data nowadays. If you don't simplify it, and you don't take a step back... it can overwhelm you."
[00:19:55] "It's activity with accomplishment versus activity without purpose."
[00:31:00] "You can't cookie-cutter sales methodologies from one context into another without understanding the unique market dynamics. -
In this short segment of the Revenue Builders Podcast, we revisit the discussion with Steve Fitz, veteran sales leader and CRO of Modern Health, about the power of persistence in sales. We explore why embracing the grind is essential for long-term success, how rejection fuels growth, and why resilience separates top performers from the rest. This episode is packed with insights on mindset, career longevity, and why playing the long game always wins.
KEY TAKEAWAYS
[00:00:26] Sales is a grind, and embracing it is key to long-term success.
[00:01:04] The best sales reps don’t fear rejection—they master the art of the “no” and find a way back.
[00:01:47] Career success comes from commitment; jumping around too often limits long-term impact.
[00:02:55] A grinder’s mindset means working harder, more often, and at times others won’t.
[00:04:21] Employers value perseverance over job-hopping—grit signals trust and loyalty.
[00:06:04] Running away from challenges stunts growth; learning is in the struggle.
[00:07:02] Mindset shift: Change “I have to” into “I get to” for lasting motivation.QUOTES
[00:01:04] “You gotta love rejection as a sales rep. You gotta love the art of ‘no’ and then find a way back.”
[00:02:55] “To be successful today, you have to do it better, more often, and at times others are unwilling to.”
[00:06:04] “Grinding is learning. The struggle becomes your foundation—if you play it right.”
[00:07:02] “The mindset shift is everything. It’s not ‘I have to’—it’s ‘I get to.’” – Steve FitzListen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/lessons-from-the-grind-tackling-complex-enterprise-salesEnjoying the podcast? Sign up to receive new episodes straight to your inbox:
https://hubs.li/Q02R10xN0Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/Force Management is hiring for a Sales Director. Apply here: https://hubs.li/Q02Zb8WG0
Read Force Management's eBook: https://www.forcemanagement.com/roi-of-sales-messaging
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