Marketing-Led Growth via The Buyer Centric Revenue Model
Nelson
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Join the Marketing-Led Growth™️ (MLG) movement liberating and modernizing B2B Marketing and Sales via the MODERN B2B Marketing and Sales model built for TODAY, not 40 years ago: The Buyer Centric Revenue Model™️. Sunset Sales-Led Growth from the 1980s: Sales Development, Sales Assembly Line (AE-CSM split), quota, and commission. Adopt Marketing-Led Growth: Marketing, Real Sales, Real goals and metrics, full salary plus bonus. Follow implementation blueprint for better profit, growth, careers, competitive adv. Grab the book and join the Slack community.
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Aug 2, 2022
What is Marketing Led-Growth (MLG)? (And How to Transition From Sales-Led Growth from 1980s)
Marketing-Led Growth (MLG)= prioritize Marketing > Sales to grow and profit
Marketing generates customers via buy now, free trial activations via free trial, and leads for Sales via website demo requests
Influences buyers directly + indirectly thru peers to become aware, learn, try, buy. Drives buyers to website to self-serve (learn, try, buy) to extent possible and desired—with OPTION for Sales. Website = 24/7 marketer and seller, best a company has
Via proper, modern, non-spam marketing tactics: website, content, social, ads, events, co-marketing, influencer/expert, partnerships, referral, affiliate, community, networking, WOM, sponsorships, in-product, advisory board, self-service, customer marketing, buyer interviews for feedback etc
Sales is a support function to Marketing to help mostly with post-sale fulfillment: implementation, adoption, succes. Sales is more “CSM” than “AE”. Sales can report to Marketing
MLG is aligned with modern buyer preferences and modern Marketing and Sales. Buyers want little-to-zero Sales; mostly-to-100% Marketing. Buyers want Sales where Marketing can’t
*PLG = euphemism for free trial, which is an aspect of MLG
Sales Development (SD) = spam. Unnecessary and more harm than good relative to Marketing. Handcuffs, preempts, counteracts, and crowds out Marketing while hiding behind Marketing and riding off of Marketing's coattails. SD poison in Marketing champagne. Gradually repurpose SD into Marketing to unlock profit and growth. SD first to thank you
𝐁𝟐𝐁 𝐬𝐭𝐮𝐜𝐤 𝐢𝐧 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐟𝐫𝐨𝐦 𝟏𝟗𝟖𝟎𝐬: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to generate contact info of uninterested buyers (MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). B4 Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—SD “pro-actively” spams buyers to turn some buyers off and push some buyers artificially and prematurely to Sales to get info they should have gotten from Marketing. Sales Assembly Line (AE-CSM split etc) for buyer handoffs among bloated Sales org of partial sellers. Quota and Commission pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (SD)
❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭
To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.
𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/.Join the vanguard of progress
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Jul 28, 2022
How Jiggy Is LAURA ERDEM with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Marketer and Seller at Dreamdata.io, Marketing software for attribution
Laura Erdem, Marketer and Seller at Dreamdata.io, a Marketing software company for attribution, which can help expose Sales Development and shine a light on Marketing. You might assume from all her amazing social media marketing that she is in Marketing, but she’s actually in Sales as an Account Executive. She generates all her leads from LinkedIn social media marketing. She’s a great example of proper, modern, non-spam marketing.
Laura dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 70% M if complex/costly product
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)
❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭
To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.
𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/.Join the vanguard of progress
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Jul 22, 2022
How Jiggy Is TRAVIS SCOTT with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Marketing and Rev Ops Consultant at Gravity Global (Marketing agency)
Travis Scott, Marketing and Revenue Ops Consultant at Gravity Global, a Marketing agency. He specializes in helping companies use tech. He is the host of not one but two shows: “The Marketing Unboxed Podcast” which he had me on, as well as “The Winding Road podcast”. He is a fellow author, and his book is called “Think Differently: How Recruitment Marketing Gets You Noticed Above the Noise”.
Travis dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 95% M depending complexity/cost
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 22, 2022
How Jiggy Is FERNANDO AMARAL with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with CMO at Rydoo (Expense management software company)
Fernando Amaral, CMO at Rydoo, an expense management software company with 220 employees. He was the host of the “Ungated Marketing” show. Fernando was originally a Computer Science Engineer, but has been working in Marketing for over 20 years.
Fernando dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M depending complexity/cost
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 21, 2022
How Jiggy Is MJ PETERS with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with VP Marketing at CoLab (Manufacturing software company)
MJ Peters, VP Marketing at CoLab, a manufacturing software company with 90 employees, Series A. Prior to that MJ was the VP of Growth at Refine Labs, a B2B Marketing agency.
MJ dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam unless it's highly relevant and personalized (Sales Development), gated content and SEO blogs
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 80% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 21, 2022
How Jiggy Is DAN PFISTER with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Founder at WinBack Labs (Marketing consultancy for win-back campaigns for churned customers)
Dan Pfister is the Founder at WinBack Labs a Marketing consultancy to help companies do proper, modern, non-spam marketing via win-back campaigns (remarketing to churned customer accounts). Dan is the host of "WinBack Marketing" show.
Dan dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers, YouTube, website (tks to Marketing) with option for Sales for complex product
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99.8% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Commission
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 20, 2022
How Jiggy Is JAY DESAI with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Head of Marketing at Captivate Talent
Jay Desai is the Head of Marketing at Captivate Talent, a B2B talent agency for Sales, Marketing, and Customer Success.
Jay dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 50%
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 20, 2022
How Jiggy Is LIAM BARTHOLOMEW with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Global Director of Demand Gen at Cognism
Liam Bartholomew is the Global Director of Demand Gen at Cognism, a Marketing and Sales software company primarily for contact info. 370 employees, Series C.
Liam dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers, review sites, ex-users, and on website (tks to Marketing) with option for Sales
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL, hasn't had RS experience to compare
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 20, 2022
How Jiggy Is DANI WOOLF with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Director of Demand Gen at Cybersixgill
Dani Woolf is the Director of Demand Gen at Cybersixgill, a cybersecurity software company with 120 employees, Series B. Dani is the host of "Audience 1st" show.
Dani dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 20, 2022
How Jiggy Is CAMILLE TRENT with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Head of Content at Dooly (Sales software for SFDC notes)
Camille Trent is the Head of Content at Dooly, a Sales software company for sellers to take meeting notes and automatically push them to Salesforce, as well as manage their pipeline. 100 employees, Series B.
Camille dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers, Google, consultants, agencies, review sites, and on website (tks to Marketing) with option for Sales
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS
𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB
Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences
B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development) ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction
𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/
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Jul 20, 2022
How Jiggy Is JESSE OUELLETTE with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Founder at Lead Magic, a Marketing and Sales software company (reveal website visitors)
Jesse Ouellette is the Founder of Lead Magic, a Marketing and Sales software company to primarily reveal website visitors.
Jesse dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, Product Hunt (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales for Legal/Security etc
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 80% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-…
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Jul 20, 2022
How Jiggy Is OBAID DURRANI with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Head of Organic Social at KlientBoost (Marketing Agency)
Obaid Durrani is the Head of Organic Social at KlientBoost, a Marketing agency helping companies do proper, modern, non-spam marketing.
Obaid dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales to customize complex product
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 75% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-…
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Jul 20, 2022
How Jiggy Is BRIAN COHEN with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Director of Demand Gen at Cognigy
Brian Cohen is the Director of Demand Gen for Cognigy, a Customer Service chatbot software with 150 employees, Series B. He also consults companies with at least $10M ARR and ACV of at least $25K.
Brian dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers, G2, website for pricing/use cases (tks to Marketing) then Sales for technical info can't get on website
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬.…
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Jul 20, 2022
How Jiggy Is STEFAN REPIN with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Fractional CMO
Stefan Repin is a Fractional CMO for companies with long sales cycles and ACVs over $5K, helping them do proper, modern, non-spam marketing.
Stefan dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, Google, G2 (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website for pricing/trial/use cases (tks to Marketing) then Sales need be to customize complex product
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), vague language/hidden pricing on website
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 80% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒…
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Jul 20, 2022
How Jiggy Is MIKHAIL MYZGIN with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with VP Marketing at Slice
Mikhail Myzgin is the VP Marketing at Slice, a B2B manufacturing company (not SaaS).
Mikhail dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website (tks to Marketing) then Sales to customize complex product
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), biased comparisons
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS
𝐅…
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Jul 20, 2022
How Jiggy Is GAETANO DINARDI with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Growth Marketing leader and expert
Gaetano DiNardi is a proven Growth Marketing leader, expert, and teacher. Former VP Marketing at Sales Hacker, VP Growth at Aura, Head of Growth and Demand Gen at Nextiva. Co-host of Demand Gen Live with Chris Walker for many moons. He is also a Growth advisor to startups.
Gaetano dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers, website, YouTube (tks to Marketing) then Sales to customize complex product
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), display ads, YouTube pre-roll, sponsored webinars and gated content (for Sales Development spam)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃…
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Jul 20, 2022
How Jiggy Is TAYLOR WELLS with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Sr. Director of Demand Gen at Botkeeper
Taylor Wells is the Sr. Director of Demand Gen at Botkeeper, an accounting software company with 300 employees and Series C.
Taylor dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website (tks to Marketing) then Sales to customize complex products/use cases
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌…
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Jul 20, 2022
How Jiggy Is SCOTT VAUGHAN with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with CMO and GTM consultant
Scott Vaughan is a CMO and GTM consultant for high growth companies. He is a member of the Gartner CMO Marketing Council. He is a frequent write and speak on Marketing, and has been a Marketing leader since before I was born.
Scott dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website (tks to Marketing), his team, Google, then Sales to customize complex products/use cases + pricing
❌Turn off + tune out: telemarketing, email and LinkedIn spam that isn't relevant or personalized (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬…
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Jul 20, 2022
How Jiggy Is ELENA IORDACHE STOICA with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Head of Growth at Stoico.co (Marketing agency for website and HubSpot)
Elena Iordache Stoica is the Head of Growth at Stoica.co, a B2B Marketing agency for website and HubSpot. She is the host of "Value-Driven Marketing" show.
Elena dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex product
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧…
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Jul 20, 2022
How Jiggy Is DAN SANCHEZ with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Director of Growth at Sweet Fish Media (B2B podcasting agency)
Dan Sanchez is the Director of Growth at Sweet Fish Media, a B2B podcasting agency. He is the co-host of "B2B Growth" show and the host of "Attention Podcast".
Dan dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex products/use cases, tech/detailed q’s
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞…
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Jul 20, 2022
How Jiggy Is JESSIE LIZAK with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with CMO of BDEX (Contact info for B2C)
Jessie Lizak is the CMO of BDEX (Contact info for B2C) and co-host of Whiskey Wednesday.
Jessie dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers and website (tks to Marketing), then Sales to customize complex products/use cases
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 75% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS
𝐅𝐮…
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Jul 19, 2022
How Jiggy Is KEVIN MULRANE with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Founder and CRO of The Revenue Standard (Sales Consultancy for Founders/Startups)
Kevin Mulrane is Founder and CRO of The Revenue Standard, a Sales consultancy for Founders/startups. He is the host of "Addicted to Growth" show.
Kevin dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via peers; WEBSITE for product tour/pricing/trial/case studies; Youtube for tutorials (tks to Marketing) and then Sales to customize complex products/use cases, tech q’s, comparison
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 60% M
𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞…
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Jul 2, 2022
How Jiggy Is MATEO ELVIRA with The Buyer Centric Revenue Model and Marketing-Led Growth? Interview with Founder and CMO of Elvira Media (Marketing Agency for video for social media)
Mateo Elvira is Founder and CMO of Elvira Media, a Marketing agency for video for social media. He is the host of "EdTech Marketing Post" show.
Mateo dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social (e.g., Instagram, Tik Tok, LinkedIn)/communities/networking (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via WEBSITE incl pricing, review sites (tks to Marketing) and then Sales for complex product to customize/use case, implement, succeed
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M
𝐅…
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Jul 2, 2022
How Jiggy Is MARK EVANS with The Buyer Centric Revenue Model And Marketing Led-Growth? Interview with Fractional CMO (primarily for companies <$5M ARR)
Mark Evans is a Fractional CMO and Founder of Marketing Spark, helping companies (primarily < $5M ARR, no Marketing, no website, little demand or awareness) do proper, modern, non-spam Marketing. He is the host of the show "Marketing Spark"
Mark Evans dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social (LinkedIn)/communities/networking (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via WEBSITE including pricing, review sites (tks to Marketing) and then Sales for complex product to customize/use case, implement, succeed
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒…
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Jul 2, 2022
How Jiggy Is DAVID KIRKDORFFER with The Buyer Centric Revenue Model and Marketing-Led Growth? Interview with Fractional CMO (primarily for companies w/50-150 employees)
David Kirkdorffer is a Fractional CMO, helping companies (primarily w/50-150 employees) do proper, modern, non-spam Marketing.
David dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast + research analyst firms (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via WEBSITE, pricing/demo/use cases (tks to Marketing) and then Sales to customize complex products, pricey, org-wide rollout
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M if complex/pricey/org-wide rollout
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M
𝐅𝐮𝐥…
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Jul 1, 2022
How Jiggy Is JASON MYERS with The Buyer Centric Revenue Model and Marketing-Led Growth? Interview with Marketing and Sales Leader at Austin Lawrence Group (Marketing Agency)
Jason Myers is a Marketing and Sales leader at Austin Lawrence Group, a Marketing agency helping companies do proper, modern, non-spam Marketing. He is the co-host of "SaaS Backwards" show where they interview CEOs and CMOs
Jason dons the B2B buyer's flip flops to share his buying preferences for Marketing and Sales:
✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via WEBSITE (tks to Marketing) and then Sales to customize complex products
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50%
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95%
𝐅𝐮𝐥𝐥 𝐒𝐚…
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Jul 1, 2022
How Jiggy Is YAAGNESHWARAN GANESH with The Buyer Centric Revenue Model and Marketing-Led Growth? Interview with Marketing Leader at Avoma (conversational intelligence software for 50+ Sales/CS reps)
Yaagneshwaran Ganesh is a Marketing leader at Avoma, a Sales software company for "conversation intelligence" or "revenue Intelligence" (i.e. AI-generated note-taking for meetings with buyers) for companies with 50 Sales/CS reps. He is the host of "ABM Conversations" show, author of 8 books, and a Marketing expert.
Yaagneshwaran dons the B2B buyer's flip flops to share his buying preferences for Marketing and Sales:
✅aware of vendors 99% via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)
✅learn about vendors via WEBSITE, where he can try product + request help from Sales need be (tks to Marketing)
❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)
𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M
𝐌𝐚𝐫𝐤𝐞𝐭…
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Jun 25, 2022
How Jiggy Is MASON COSBY with The Buyer Centric Revenue Model and Marketing-Led Growth? Interview with Marketing Leader at Gravity Global (Marketing Agency for global companies w/at least $20M ARR)
Mason Cosby is a Marketing leader at Gravity Global, a Marketing agency, which helps global companies with at least $20M ARR do proper, modern, non-spam Marketing. He is also the host of "The Marketing Ladder".
Mason shares his buying preferences, his ideal Marketing and Sales model, and the extent of his preference for The Buyer Centric Revenue Model vs. current outdated Sales-led model from 1980's:
* Marketing-led vs. Sales-led = 85% Marketing-led
* Marketing vs. Sales Development = 75% Marketing *caveat that Sales Development are subject matter experts creating content and not telemarketing (so actually Marketing!)
* Full Sales vs. Sales Assembly Line = 100% Full Sales *of course a seller can occasionally loop in others need be (CEO to bend rules and impress, Product for technical stuff, other sellers for some missing expertise)
* Full Salary Plus Bonus vs. Commission = 100% Full Salary + bonus
* Buyer Centric Revenue Model vs. Predictable Revenue Model = BCR!…
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Jun 25, 2022
How Jiggy Is JOSH WAGNER with The Buyer Centric Revenue Model and Marketing-Led Growth? Interview with Marketing and Sales Leader at Shift Paradigm (Marketing Agency for big companies)
Josh Wagner is a Marketing and Sales leader at Shift Paradigm, which helps big companies do proper, modern, non-spam Marketing. He is the host of "Love Selling, Hate Sales".
Josh shares his buying preferences, his ideal Marketing and Sales model, and the extent of his preference for The Buyer Centric Revenue Model vs. current outdated Sales-led model from 1980's:
* Marketing-led vs. Sales-led = 50%-50%
* Marketing vs. Sales Development = 90%-10%
* Full Sales vs. Sales Assembly Line = Full Sales
* Full Salary Plus Bonus vs. Commission = Full Salary Plus Bonus (*From the buyer’s shoes. He’s not sure whether it would benefit commissioned sellers that help with large deals)
* Buyer Centric Revenue Model vs. Predictable Revenue Model = Buyer Centric Revenue Model (*PR outdated, contradicts modern buyer preferences)
Adopt the MODERN Marketing and Sales model built for TODAY, not 20 years ago: The Buyer Centric Revenue Model. Join the movement modernizing and liberat…
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Jun 24, 2022
Interview with Elena Iordache Stoica, from Stoica.co, a Marketing agency for website and Hubspot
Interview with Elena Iordache Stoica, of Stoica, a Marketing agency for website and Hubspot, on their show: "Value-Driven Marketing".
Elena is helping B2B companies do proper non-spam marketing, via proper website and HubSpot CRM.
Adopt the MODERN Marketing and Sales model built for TODAY, not 20 years ago: The Buyer Centric Revenue Model. Join the movement modernizing and liberating B2B. Better growth playbook, competitive advantage, more productive and fulfilling careers.
Implement the model by taking the proposed "analyze > business case > experiment > gradual transition" approach
To learn more about the model, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.
Join the movement and the vanguard of progress in a Slack forum/community to discuss the REAL problems and implement the solutions. Connect, learn, ask, teach, hire/get hired. Live Q&A Thurs at 1pm PST. Sign up https:/…
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Jun 22, 2022
Marketing-Led Growth, Not Sales-Led like 1980's
Today, Marketing, not Sales, is responsible for influencing most, if not all, of the buyer’s decision to purchase. Marketing, not Sales, is how your primarily get proper pipeline, revenue, growth, profit, reputation, word of mouth, awareness, demand, conversion, expansion, retention, loyalty, advocacy, market share.
Buyers increasingly want to mostly self-educate and self-serve thanks to Marketing and from their peers, who Marketing is also influencing.
Buyers DON’T want to engage with Sales as much, not until much later in their journey, only when they explicitly want to, and sometimes not at all. Buyers don’t want the whole Sales song and dance as much.
Buyers DON’T want to be spammed by Sales Development to be pushed prematurely and artificially to Sales, to get info that they should have gotten from Marketing.
The modern, Marketing-led approach is for Marketing to generate customers, free trial users, or website demo requests via proper, non-spam marketing to drive buye…
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Jun 18, 2022
Announcing The Buyer Centric Revenue Model Movement and Community
Join the positive movement liberating and modernizing B2B Marketing and Sales. Join The Buyer Centric Revenue Model community.Join forward-thinking peers in discussing and implementing the MODERN B2B Marketing and Sales model built for TODAY, not 20 years ago: The Buyer Centric Revenue Model. Head to BuyerCentricRevenue.com to sign up.
Achieve a better growth playbook: more, faster, easier, for less. Obtain a massive competitive advantage, attracting top talent and buyers alike. Enjoy more productive and fulfilling Marketing and Sales careers
Early adopters will help shape the movement and enjoy the biggest competitive advantage. The most productive and fulfilled marketers and sellers. The best Marketing and Sales teams. The best companies.
Enjoy insights, data, best practices, resources, and jobs. Learn, ask, and connect. Access preferred Marketing and Sales resources such as agencies, tech vendors, and consultants. Get hired by like-minded companies, or hire like-minded talent. A…
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Jun 18, 2022
Solution to Problem of Sales Development: Marketing
Marketing can and should exclusively generate and qualify leads for Sales via proper, non-spam marketing. To generate real leads, which are website demo requests. Those are the leads that Sales wants. That’s how you actually get proper pipeline, revenue, growth, profit, reputation, word of mouth, awareness, demand, conversion, expansion, retention, loyalty, advocacy, market share. Sales does not want junk leads from Sales Development. Sales does not want premature buyers that are just kicking tires to get information they should have gotten from Marketing. Marketing will charm buyers, and before buyers have a chance to request a demo on the website, Sales Development will “pro-actively” spam buyers to turn some buyers off and push some buyers prematurely to Sales.
Marketing can automatically qualify website demo requests with a few form questions, and then enable qualified buyers to book a time directly from a seller’s calendar.
Proper, non-spam marketing includes: content, s…
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Jun 18, 2022
Interview with Travis Scott from RainierDigital, A Marketing and Sales Ops Consultancy
Interview with Travis Scott, Founder of RainierDigital, a Marketing and Sales Ops consultancy, on their show: "Marketing Unboxed".
Travis is helping B2B companies do proper, non-spam marketing, via the tech stack, especially HubSpot implementation and training.
Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Join The Buyer Centric Revenue Model community to discuss and implement the Buyer Centric Revenue model. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Live Q&A on Thursdays at 1pm PST. Head to BuyerCentricRevenue.com to sign up.
Get started on implementing The Buyer Centric Revenue Model by taking the proposed "analyze > business case > experiment > gradual transition" approach outlined in the book.
To learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Bu…
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Jun 16, 2022
Sales Development vs. Marketing | Live Debate | My Opening Statement
My opening statement from the 2nd Sales Development vs. Marketing debate. ~6 minute summary of the problem of Sales Development, the solution of Marketing, and how to sunset Sales Development and gradually repurpose Sales Development into Marketing. Might be useful to refer to this as a shorthand and to share it. Audio consists of two snippets from the prior podcast episode where I do a full post-mortem on the debate:
* Clarified that Sales Development is spam and what those tactics are. Made it clear that Marketing is proper, non-spam marketing and what those tactics are.
* Clarified that Sales Development is a marketing activity to generate leads for Sales, not a sales activity.
* Framed the debate as Marketing vs. Sales Development (proper marketing vs. spam).
* Presented the history of Sales Development, Marketing, and buyer preferences.
* Explained the shift in modern marketing and buyer preferences. Why Marketing is able to generate a sufficient amount of quality leads…
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Jun 16, 2022
Sales Development vs. Marketing | Live Debate | Post-Mortem
Post-mortem from my 2nd Sales Development vs. Marketing debate. My thoughts, goal, strategy, my opening statement, counter arguments from the Sales Development side, my rebuttals that I didn’t have time to make, how I prepared, and how I felt.
Hosted by the CRO Collective and Sales IQ--Sales and Sales Development consultancies. Warren Zenna heads up CRO Collective. 5-6 Sales and Sales Development influencers to take the pro-Sales Development side, while I took the pro-Marketing side.
I had 6 minutes to make an opening statement summarizing the problem of Sales Development, the solution of Marketing, and how to sunset Sales Development and gradually repurpose Sales Development into Marketing:
* Clarified that Sales Development is spam and what those tactics are. Made it clear that Marketing is proper, non-spam marketing and what those tactics are.
* Clarified that Sales Development is a marketing activity to generate leads for Sales, not a sales activity.
* Framed the…
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Jun 13, 2022
Sales Development is a Burial Ground, Not A Training Ground For Sales
SDRs-turned-AE’s are failing, hitting 22% revenue quota attainment. SDRs themselves suffer high turnover (39%), short tenure (14 months), short productivity (11 months), 48% meeting booked quota attainment, and low job satisfaction. Potential Sales talent is turned off by SDR role.
Prospecting, which is the job of Sales Development, has nothing to do with Sales and selling--with helping interested buyers (thanks to Marketing) that need Sales’ help to evaluate, buy, implement, adopt, be successful, manage the business relationship, buy more, buy again. However, it has everything to do with marketing spam. Prospecting is code for spam. Spam is unconsented marketing solicitations to a buyer’s private inbox: phone, email inbox, LinkedIn inbox, physical home or work address. Prospecting is a marketing strategy and tactics to generate and qualify leads for Sales via telemarketing, email spam, LinkedIn spam, physical mail spam, and bribery via gift cards. 50% of SDR teams report int…
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Jun 13, 2022
Example of Proper, Non-Spam Marketing by Metadata.io | Case Study
Here's a specific example of proper, non-spam marketing, what the results were, and how you can achieve the same. I was on the receiving end of this. It was such a great buying experience that I wrote about it in the book and want to share it here. This example comes from Metadata.io, a marketing software company that sells to marketers. Their marketing is incredible. Whether it’s their Founder’s personal brand, hiring a marketing leader from one of their customers, excellent LinkedIn content, comarketing with influencers and thought leaders, awesome ads on social media, hiring an influencer as an advisor, launching Demand Generation University to educate their audience on Marketing best practices, or a great website. However, to highlight a specific tactic in-depth, consider their virtual event in 2021 called “DEMAND”.
Metadata.io invited influencers to speak like Dave Gerhardt, April Dunford, David Cancel, and Sidney Waterfall. They had 13 different keynotes, panels, firesid…
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Jun 13, 2022
Harm of Inbound Sales Development to Marketing (and how to sunset it)
Buyers do not want to fill out a demo request form, then be told that they will “be contacted shortly”, only for an SDR to annoy them with a random telemarketing call or email which could be hours or days after, only to answer a battery of qualifying questions, followed by back-and-forth scheduling to speak to a seller, only to endure similar questions by the AE. Instead, buyers want to answer a few qualifying question on the demo request form, and then if they’re qualified, book a time directly from a seller’s calendar. Meanwhile, unqualified buyers can be provided with an explanation and then redirected to other better fit vendors in exchange for a referral fee or revenue share. Buyers will love that you helped point them to another vendor, and they will come back to you in the future when they are qualified.
When done manually via SDRs, 70% of website demo requests never make it to Sales. 2 out of every 3 buyers never make it to Sales. Meanwhile if you automate demo requ…
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Jun 13, 2022
Buyers Are Fighting Sales Development (and winning) | Choose Marketing Instead
Buyers are fighting back against Sales Development, or prospecting, or spam, or bad marketing. They are increasingly getting better at avoiding and rejecting Sales Development.
Takes SDRs more than double the spam attempts than in 2010 just to get a response from a buyer, let alone a positive response, or a meeting, or an opportunity, or a customer. SDRs suffering high turnover, low tenure, and low performance. Only 48% of SDRs hit their meeting booked quota.
Buyers have always taken measures to protect themselves from spam.
For door knocking--reception.
For telemarketing--gatekeepers, Caller ID, and silencing unknown callers.
For email spam: you have filters, opt-outs, and fake email addresses. There is a popular email tool called Gated, which filters unknown senders to a separate folder, and challenges them to donate to charity to get their spam in your inbox. Kris Rudeegraap, the CEO of Sendoso (ironically, a prospecting software company with a lot of SDRs), said this about h…
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Jun 13, 2022
Sales Development Can Run From Marketing But Can't Hide (how to expose and sunset them)
Most companies have a mixture of Sales Development and Marketing. Of bad marketing and good marketing. Marketing is wooing buyers only for Sales Development to annoy them with spam--turning buyers off and pushing premature buyers to Sales.
Luckily for Sales Development, most companies haven’t yet compared them to Marketing. Instead, when companies analyze the performance of their marketing, they blend Sales Development with Marketing. They blend the bad with the good. This allows Sales Development to hide behind Marketing and ride off of Marketing’s coattails.
Smart companies are comparing Sales Development's leads to Marketing's website demo requests. They are also asking buyers "how did you hear about us" and "what made you interested" and "what marketing positively vs. negatively influences you". This is shining a light on Marketing while exposing Sales Development.
Then, those smart companies are running 2 experiments in which they gradually repurpose Sales Development…
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Jun 13, 2022
Sales Development Is Bad Short-Term (worse long-term)
Bad marketing, or Sales Development, or prospecting, or spam--is bad in the short-term and even worse in the long-term. The harm is done, gets worse over time, and it's harder to change and undo the damage.
Good marketing, or Marketing, or proper non-spam marketing--is good in the short-term and even better in the long-term.
Doing the right thing is always beneficial in the short-term and even better in the long-term. Just like with anything else in life: getting into shape, building a company, building a relationship, building a company, building your finances, building your character, learning a new skill. The best time to plant a tree was twenty years ago.
Companies often blend Sales Development and Marketing when they analyze their marketing efforts. This allows Sales Development to hide behind Marketing and ride off of Marketing's coattails. Compare Sales Development to Marketing and repurpose Sales Development to Marketing.
Marketing requires a long-term mindset, and lo…
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Jun 12, 2022
Truth about Inbound vs. Outbound Marketing (and how to sunset outbound)
Inbound vs. Outbound Marketing is a euphemism to describe the conflict between Marketing and Sales Development. “Inbound” is used to refer to Marketing. "Outbound" is used to refer to Sales Development.
Marketing does proper, non-spam marketing, to generate real leads: website demo requests.
Sales Development does prospecting, which is code for spam, which turns buyers off and pushes some buyers prematurely to Sales--buyers that would have requested a demo had they been properly marketed to.
In a semantic sense, all marketing efforts are outbound, with the goal of driving buyers inbound. Prospecting is just the worst strategy and tactics to achieve that goal.
In the pre-internet or early-internet era, Marketing lacked today's ability to bring buyers to Sales, so Sales went "outbound" to buyers with spam (telemarketing, email spam, door knocking etc.) to try to sell to people that didn't request their help and had not been properly marketed to. Basically, Sales operatin…
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Jun 12, 2022
BREAKING: Forrester and Gartner Awaken from 1980s to Discover Modern Buyer Preferences and (Almost) Modern Marketing
The rise and maturity of the internet, social media, mobile phones, and advances in marketing technology and know-how have changed how buyers want to be marketed and sold to.
Beforehand, buyers had limited access to information from Marketing, or from their peers--who Marketing could not influence as much. Buyers didn't have as much ability to become aware of and to evaluate vendors. Most of the information a buyer needed was “gated” behind Sales. Back then, Sales was responsible for influencing most of the buyer’s decision to purchase.
Now, buyers have an abundance of information from Marketing that drives them to the website, to speak to Sales, and to self-serve. The website is a 24/7 marketer and seller, and the best a company has. Buyers increasingly want to self-educate thanks to Marketing and from their peers—who Marketing is also influencing. Buyers increasingly don’t want to engage with Sales as much, not until much later in their journey, only when they explicitly…
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Jun 12, 2022
Truth About Outreach.io Acquisition of Sales Hacker
Outreach.io is one of the most well-know prospecting (or spam) software companies. Founded in 2014. In 2018, Outreach.io’s first acquisition was Sales Hacker, the world’s largest B2B Sales community and media company. Why did Outreach.io acquire Sales Hacker?
Sales Hacker runs a community, physical and virtual conferences, and meetups. They produce content like webinars, blogs, podcast, templates, and videos. Their blog is 100% community-generated by Sales and Sales Development thought leaders and influences, including prospecting gurus like John Barrows, Richard Harris, Tito Bohrt, and Trish Bertuzzi. Sales Hacker produced content types like: tips, case studies, tear downs, guides, templates, checklists, research, surveys, polls, stats, and product reviews. Most of their blogs would get circulated by over 50 partners. They built a reputation for the go-to destination for unbiased thought leadership and actionable advice from peers—not vendors. They had a strong social media pre…
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Jun 12, 2022
Truth About Marketing Qualified Leads (and how to eliminate them)
A Marketing Qualified Lead (MQL) is not a lead. It is the contact information of an uninterested buyer. To support Sales Development, Marketing is forced to constantly generate a high volume of MQLs. This is achieved primarily by capturing it from gated content/events. The idea is that these buyers are “warmed up” by Marketing for Sales Development to spam. A real lead is a website demo request. The process of generating MQLs is sometimes referred to by marketers as “Lead Generation” or less favorably, “MQL hamster wheel”.
Marketers are trying to liberate themselves from the MQL hamster wheel, which is a harmful EFFECT of Sales Development upon Marketing. The solution is to liberate Marketing from the CAUSE: Sales Development.
Sales Development produces junk leads relative to Marketing's website demo requests. Sales gets a lower quantity of good leads (because Sales Development turns buyers off) and a higher quantity of bad leads (premature buyers). Lower win rates, long…
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Jun 12, 2022
Telemarketing ("Cold-Calling") is Dead. Like, Really Dead.
Just because a given marketing tactic can generate leads and revenue doesn’t mean that it is necessary, does more good than harm, and is worthwhile relative to other marketing tactics (opportunity cost). Door knocking, telemarketing, email spam, LinkedIn spam, bribery, and extortion can generate leads and revenue, but it’s not worth it relative to proper, modern, non-spam marketing. That is why it’s improper to say that telemarketing “works” just because it can generate leads and revenue. A marketing tactic “works” if the ROI is worth it relative to the ROI of all other known tactics within your knowledge and ability.
Compare your telemarketing leads to Marketing's website demo requests according to real Marketing and Sales goals and metrics: profit, revenue, # customers, win rate, sales cycle, # opportunities, $ amount opportunities, # demo requests, conversion rates throughout the funnel, CAC, CAC payback, customer lifetime value, churn etc.
Consider all the costs a…
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Jun 12, 2022
Sales Is Harmed By Sales Development
Sales Development does prospecting full-time. Spam is unconsented marketing solicitations to a buyer's private inbox: phone, email, LinkedIn, physical home or work address. Prospecting entails telemarketing, email spam, LinkedIn spam, physical mail spam, and bribery via gift cards. Prospecting is code for spam.
Spam turns buyers off and pushes some buyers prematurely to Sales before Marketing can finish wooing them with proper marketing until they request a demo on the website. Sales gets a lower quantity of good leads (buyers turned off), and a higher quantity of bad leads (premature buyers). Premature buyers are typically not well-informed and not seriously thinking about a purchasing decision. Lower win rates, longer sales cycles, higher CAC, bloated Sales org triaging bad leads, Sales is underperforming with most sellers missing quota most of the time. Sales suffers 28% turnover, 29 months tenure, 25 months productivity, and 65% quota attainment. Another dataset across 150K se…
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Jun 11, 2022
Chris Walker on The Harm of Sales Development
Sales Development/Prospecting is spam: unconsented marketing solicitations to a buyers private inbox: phone, email, LinkedIn, physical home or work address. How? Via telemarketing, email spam, LinkedIn spam, physical mail spam, and bribery via gift cards.
Sales Development is goaled, measured, and compensated to spam via “monthly meetings booked” and nothing else, regardless of lead quality, costs, profitability, efficiency, or effectiveness. Regardless of turning buyers off and pushing some premature buyers to Sales. Regardless of lower win rates, longer sales cycles, and higher CAC. Regardless of damaging your company reputation and word of mouth. Regardless of handcuffing, preempting, counteracting, and crowding out Marketing.
There is a reason that Sales Development hires young unsuspecting people out of college who are "hungry" and possess "grit" and "resilience".
Garbage marketing in = garbage marketing and sales out.
As Chris Walker describes, “Bang. *gong rings…
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Jun 11, 2022
Why Sales Development and Sales Are The Only Departments to Have Enablement
Sales Development and Sales are the only departments to have enablement teams. Why? Because Sales Development and Sales are suffering: high turnover, low tenure, low productivity, low performance, low job satisfaction.
However, the solution is not more training, coaching, tools, prizes, awards, or false encouragement. That's why Sales Enablement doesn't solve anything. It's a bad band-aid that doesn't even treat the symptoms, let alone the problem.
The problems are:
* Sales Development
* Sales Assembly line (AE-CSM split etc)
* Quota
* Commission
* Artificially forcing buyers to Sales
The solution is the Buyer Centric Revenue Model:
* Marketing
* Full Sales (AE-CSM combined, no prospecting, no handoffs)
* Holistic Goals and Metrics
* Full Salary and Bonus
* Buyer Self-service to the extent desired and possible
Get started on implementing The Buyer Centric Revenue Model by making the business case for the experiments to prove it and achieve a gradual…
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Jun 11, 2022
Sales Development = spam | Marketing = proper marketing
Spam: unconsented marketing solicitations to buyers’ private inboxes: phone, email, LinkedIn, physical home or work address. For example: door knocking, telemarketing, texting, emailing, LinkedIn direct messages, and physical mail.
Spam is not about the quantity or relevance, but the nature of the marketing communication. Telemarketing is phone spam. Emailing a buyer that you have no prior relationship with, with unsolicited content or asking them to speak to Sales, is email spam. An ad on a public or private platform with user consent agreements to ads, such as on social media, Google, a podcast, a website, or event sponsorship–is not spam. Distributing content to buyers that have opted-in, that have requested it—is not spam. Emailing a buyer to invite them to co-create content in a non-Sales situation such as to be a guest on a podcast, or a speaker at an event—is not spam. Emailing a buyer with a referral introduction–is not spam.
Spam is pressure-marketing. Spam is m…
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Jun 11, 2022
Truth About "Lead Scoring" and "Lead Intent" (and how to eliminate them)
"Lead Scoring" or "Lead Intent" is a euphemism to describe Marketing being forced to prioritize the contact information of uninterested buyers (Marketing Qualified Leads, MQLs) for SDRs based on the assumption of how likely they are to eventually request to speak to Sales. In other words, a buyer’s “Sales-readiness”. Buyers are assigned points based on title, company, and engagement with Marketing’s efforts such as content consumption, website visits, and event attendance. For example, 20 points for a website visit, 10 points for attending an event, 10 points for downloading content, 5 points for opening an email) and then assigned a cumulative score between 0-100.
That way, SDRs can “proactively” spam buyers and turn some off while pushing some prematurely to Sales before Marketing can finish wooing them and generate a website demo request. These buyers are typically not well-informed and seriously thinking about purchasing--they are "just browsing" or "kicking tires" be…
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Jun 11, 2022
Truth About "Lead Generation" vs. "Demand Generation" (and how to eliminate lead generation)
“Lead Generation” vs. “Demand Generation” is a euphemism to describe the conflict between Sales Development and Marketing.
"Lead Generation" refers to Marketing being forced to constantly generate a high volume of contact information of uninterested buyers (Marketing Qualified Leads, MQLs, MQL Hamster Wheel) for Sales Development--so Sales Development can burn through it by spamming buyers: telemarketing, email spam, LinkedIn spam, physical mail spam, bribery via gift cards. MQLs are not leads, they are contact info of uninterested buyers.
"Demand Generation" refers to Marketing doing proper, non-spam, modern marketing to generate website demo requests, or real leads.
Many marketers rightly criticize and lament "Lead Generation" or MQLs, which is a harmful effect of Sales Development upon Marketing. However, this language is vague, confusing, and unconvincing. What kind of CEO wants to hear that Marketing doesn’t want to generate “leads”?
That is why Marketers…
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Jun 11, 2022
Who Benefits from Prospecting and Sales Development? | Cui Bono?
Who benefits from prospecting? After all, it’s not buyers, sellers, marketers, SDRs, companies, or VCs. Sure as hell isn’t buyers.
The only people that benefit from prospecting are those that sell prospecting: influencers, gurus, leaders, trainers, consultants, agencies, tech vendors, and community organizers.
Ironically and logically, the peddlers of prospecting successfully market prospecting not by prospecting, but with proper marketing. They do content marketing, social media, comarketing, events, influencer marketing, referral and affiliate marketing, networking, reviews, partner marketing, win back campaigns, recycle campaigns, ads, community marketing, customer marketing, website, self-service to some extent etc. Talk about a trojan horse. People buy the horse (Marketing) but get trouble (prospecting).
Observe that they do extensive Marketing, and that they are successful because of their Marketing, not their prospecting. In fact, you probably know and like them because o…
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Jun 10, 2022
Myth of "Personalization" As Alleged Antidote to Spam and Sales Development (lipstick on a pig)
"Personalization" is the process of making spam, usually email, personal to the receiver to reduce the likelihood that it is ignored and rejected, and to reduce its unpleasantness and annoyance. For example, by mentioning a fact about the buyer’s company (funding, hiring, announcements, industry). Or a fact about the buyer’s professional role (title, responsibilities, goals, challenges, new job). Or a fact about the buyer’s personal life from their social media (interests, hobbies, college). Or a fact about the buyer’s content (podcast, LinkedIn post). Or sending buyers a recorded video with their name on a whiteboard as the thumbnail so they know it’s directly for them. Or including jokes and memes. Or a catchy subject line.
Personalized spam is still spam. It's lipstick on a pig. Personalized spam is less bad than non-personalized spam, with similar results. Still turns buyers off and pushes some premature, non-Sales ready leads to Sales. So Sales gets a lower quantity o…
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Jun 10, 2022
History of Sales Development (to avoid its future)
Prospecting is a marketing strategy to generate and qualify leads for Sales via door knocking, telemarketing, texting, emailing, LinkedIn direct messages, physical mail, and bribery via gift cards. A euphemism for spam. A type of marketing activity, not sales.
Prospecting originated in the pre-internet era when Marketing lacked as much ability to communicate with buyers and to connect buyers with Sales. Buyers had limited access to information from Marketing, or from their peers (who Marketing also influences) to become aware of and to evaluate vendors. Most of the information a buyer needed was “gated” behind Sales. However, Marketing had difficult bringing buyers to Sales. Therefore, rather than Marketing bringing buyers to Sales, Sales would go "outbound" to buyers to try to sell to people that haven’t requested their help. Basically, Sales operating in the absence of Marketing.
Spam is unconsented marketing solicitations to buyers’ private inboxes: phone, email, Linke…
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Jun 10, 2022
Sales Development Is Designed to Spam with Their Goals, Metrics, and Compensation
The job of Sales Development is to spam buyers with telemarketing, email spam, LinkedIn spam, physical mail spam, and bribery via gift cards. Beyond that, Sales Development is designed to spam with their goals, metrics, and compensation.
Sales Development is goaled and measured on the number of short-term monthly meetings set for, or held by, or rated by Sales (QUOTA). Half of their salary is withheld pending their meeting quota attainment (COMMISSION). They have activity quotas (X number of calls, Y number of emails) to be discouraged from non-prospecting. Their performance, and by inference, their compensation, is publicly displayed against their peers for “healthy competition”. It is disguised as a Sales role, and a required stepping-stone to Sales, because otherwise they’d have trouble filling the role. The ideal candidate profile is: unsuspecting young folks right out of college who are “hungry” and “hustle”, and who possess “resilience” and “grit”.
Contr…
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Jun 10, 2022
10 Reasons Why Sales Drinks Sales Development Kool-Aid
Sales—not Marketing—beats the Sales Development (i.e. spam) drum. While Sales Development is a marketing activity to generate leads, it was Sales that historically did it, many in Sales still do it part-time, and many aspiring sellers are forced to do it full-time (SDRs). All advocates of Sales Development come from Sales backgrounds. Aaron Ross, who created The Predictable Revenue model and therefore codified, popularized, preserves and fuels Sales Development as the core B2B Marketing strategy–was a Sales leader at Salesforce. Tragically, Sales Development is simultaneously harmful to Sales yet the most entrenched by it.
11 common factors for Sales to be pro-Sales Development:
* Intellectual influence from the advocates of prospecting. They convince Sales that the key to predictable revenue and pipeline is marketing (true) but tell them that prospecting is the way (false).
* Ignorance of Marketing. Sales leaders are not marketers, are often unsuspecting about marketing, a…
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Jun 10, 2022
7 Camps Marketers Fall Into About The Problem of Sales Development
Marketing does not advocate for Sales Development, which is spam. Sales Development is a marketing activity to generate and qualify leads for Sales, it is not a Sales activity. 50% of SDR teams report into Marketing. Instead, Sales advocates for it. Marketers generally fall into the following 7 camps about the problem of Sales Development:
* Some think it’s a Sales’ problem that they don’t have to worry about
* Some haven’t realized the harm of Sales Development because they haven’t compared it to Marketing
* Some have realized the harm but keep silent and hope Sales Development doesn't get in their way too much
* Some have realized the harm but fight against the effects and not the cause
* Some have realized the harm and the cause, but don’t know how to transition
* Some have realized the harm and the cause, know how to transition, but are afraid to speak up
* Some have realized the harm and the cause, know how to transition, aren’t afraid to speak up—bu…
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Jun 10, 2022
Marketing vs. Sales Development | Wooing vs. Annoying
Marketing and Sales Development are contradictory and at odds. One woos, the other annoys. It's like trying to woo a girl at a bar, only to be annoying to her at the end and ask her to marry you. Then you wonder why she ignores you or slaps you in the face.
You won't win many friends, lovers, or customers by being annoying and pushy.
Get started on implementing The Buyer Centric Revenue Model by making the business case for the experiments to prove it and achieve a gradual transition.
Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up.
If you want to learn more about the mo…
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Jun 10, 2022
Why Companies Should Be Marketing-Led And Marketing Is The Vanguard Of Progress
The rise and maturity of the internet, social media, mobile phones, and advances in marketing technology and know-how have changed how buyers want to be marketed and sold to.
Beforehand, buyers had limited access to information from Marketing, or from their peers to become aware of and to evaluate vendors. Most of the information a buyer needed was “gated” behind Sales. Back then, Sales was responsible for influencing most of the buyer’s decision to purchase.
Now, buyers have an abundance of information from Marketing that drives them to the website, to speak to Sales, and to self-serve. The website is a 24/7 marketer and seller, and the best a company has. Buyers increasingly want to self-educate thanks to Marketing and from their peers—who Marketing is also influencing. Buyers increasingly don’t want to engage with Sales as much, not until much later in their journey, only when they explicitly want to, and sometimes not at all as in the case of self-service. Marketing,…
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Jun 10, 2022
Alleged Darling Child of Sales Development (Acquia) Proven False | Case Study
Acquia, a software company, is an alleged success story of Sales Development. Acquia is a former consulting client of Aaron Ross, the creator of the Predictable Revenue model. In Trish Bertuzzi’s 2016 book, The Sales Development Playbook, Trish outlines that Acquia’s Marketing had grown the company to nearly $70M and five-year growth of 4,900 percent from roughly 2007 to 2011. Then in 2011—the same year Aaron Ross published Predictable Revenue—Acquia decided it “wanted more growth” and added SDRs with pipeline targets of $700K per rep per quarter. Afterwards, the new business growth rate nearly doubled. To what extent was it causation vs. correlation? Let’s find out.
Tom Wentworth was the CMO of Acquia from 2012-2015. In 2021, he admitted that Sales Development hampered growth and hurt Acquia’s chances of going public. I tried to reach out to Mr. Wentworth for comment, but was unlucky in my affections. Nevertheless, according to Mr. Wentworth’s figures on his LinkedI…
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Jun 10, 2022
Vapotherm Unlocked Growth and Profit With 1 Marketer Instead of 40 Sellers Prospecting | Case Study
Vapotherm is a medical device company. Chris Walker, the current CEO of Refine Labs, had joined Vapotherm in 2017 as the first marketer among 40 Outside Sales reps. Chris saw sellers prospecting and driving hours to meet buyers that were not well-informed and rarely had intent to buy--because they had not been marketed to. So, Chris interviewed and surveyed buyers to find out why. He discovered that they spent a lot of time on social media like LinkedIn, Facebook, YouTube, and Twitter. It was often on these platforms that they would learn from their peers, including about vendors. So, Chris co-created content with his audience’s peers, and then distributed that content via Facebook ads, YouTube, website, email list etc. Buyers consumed that peer-created content, shared it with their peers, came to the website to learn more, and would eventually request a demo.
Chris tracked those demo requests to revenue, discovering that their win rates were 3X-5X higher, and their sales cycle decr…
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Jun 10, 2022
UserGems Unlocked Growth and Profit With Marketing NOT Sales Development | Case Study
I worked at UserGems, a 5-person early seed stage startup from March 2020-2021, during the height of COVID. UserGems was a brand new category of Marketing software, with barely any awareness or demand. It automates generating warm leads from job changes, the first software of its kind. It competes indirectly against the giants of LinkedIn and ZoomInfo. Throughout my tenure, UserGems had 6 people, including myself. The CEO, the Head of Product, two engineers, the Head of Marketing, and myself as an AE-CSM combined plus a marketing hat. UserGems did not have Sales Development.
UserGems’ Marketing consisted of networking, referrals, LinkedIn organic posts and comments, guest podcasting, comarketing, attending events, customer reviews, website, drinking its own champagne and remarketing to previous customers etc. UserGems also ran targeted LinkedIn ads to select companies. To build the ads, UserGems would check these companies' website testimonials to identify any customer champions tha…
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Jun 10, 2022
What is The Buyer Centric Revenue Model? Take 2
Found the original recording. Shorter and probably better than the first episode version. Besides, a marketer never lets good content go to waste. Repurpose all day baby. Enjoy!
Get started on implementing The Buyer Centric Revenue Model by making the business case for the experiments to prove it and achieve a gradual transition.
Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up.
If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It’s available on Amazon in ebook, paper…
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Jun 9, 2022
Cognism Liberated Marketing From Sales Development To Unlock Growth and Profit | Case Study
Why and how Cognism liberated Marketing from Sales Development to unlock growth and profit. Specifically, by liberating Marketing from having to generate contact info of uninterested buyers (MQLs) so SDRs can spam buyers, to Marketing generating real leads: website demo requests.
Cognism is a software company with 270 employees as of 2022. In 2019, they brought in Alice de Courcy as the CMO to build a predictable and scalable marketing revenue engine, including marketing to big companies, and to deliver 55% of new business revenue every month. Alice transitioned Cognism’s Marketing from primarily generating MQLs for Sales Development, to generating website demo requests, and saw amazing results.
Alice analyzed the performance of Marketing generating MQLs for Sales Development to spam, and saw that they converted at 0.2% conversion rate. Meanwhile, Marketing's website demo requests converted at 4%--a 1,899% increase. So Alice shifted Marketing to generate website demo requests, in…
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Jun 9, 2022
Saleswhale Repurposed Sales Development into Marketing to Unlock Growth and Profit | Case Study
The story of why and how Saleswhale repurposed Sales Development into Marketing to unlock growth and profit.
Saleswhale launched in 2015 and raised their $5.3M Series A in 2019 primarily because of Founder marketing despite the existence of Sales Development. In 2019 they hired Timothy Kua as the VP of Marketing. The challenge that Saleswhale had in 2019 was that they needed proper marketing to support their Sales team, especially to win higher value, mid-market companies. They needed to improve their win rate, sales cycle, and generate revenue. So they analyzed their Sales Development efforts, realized that it was unnecessary and did more harm than good, reinvested Sales Development into Marketing, and saw amazing results.
By the end of 2020, the Sales Development function at Saleswhale was sunset and repurposed into Marketing. In 2021, 6Sense bought Saleswhale for an undisclosed amount. Before they sold to 6Sense, they generated hundreds of customers from medium to large companie…
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Jun 9, 2022
Why Marketing Renders Sales Development Extinct and Harmful
Proper, non-spam, modern Marketing is actually what produces growth, profit, predictable pipeline and revenue, proper leads for Sales. Relative to Marketing, Sales Development achieves the opposite.
Proper Marketing works both in the short-term and in the long-term. That is, unless the goal of your marketing is to generate lousy leads at any cost, right now. Unless you don’t care about profitability, efficiency and effectiveness, turning off buyers, damaging your reputation, turning off talent, and opportunity cost. Unless you don’t care if your growth is less, harder, longer, and more costly. In that case, Sales Development is immeasurably superior.
It's better to do proper marketing poorly and learn from your mistakes, than it is to do spam "well".
Proper Marketing achieves:
* Compounding yield/snowball effect. Linear growth then exponential from word of mouth, network effects, referrals, reputation, customers breed customers.
* Real leads = website demo requests
*…
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Jun 9, 2022
What is Proper, Non-Spam, Modern Marketing?
One of the reasons Sales Development/prospecting (i.e. spam) has not gone extinct as it should, is that many (Particularly Sales) do not realize what proper, modern, non-spam Marketing is. Sales leaders are not marketers, are often unsuspecting about marketing, and often do not care how marketing is done. They just want leads, and typically care more about quantity than quality, which is a grave error and to their detriment.
Therefore, the general sentiment among B2B is that Sales Development is a “necessary evil” or “icing on the Marketing cake”. As more folks realize that is not so, the wheels will start turning. This is true of my own transformation. When I was in Sales Development and in Sales, I didn’t know about Marketing, let alone all the views in my book. It wasn’t until I did more marketing, worked for a software company that sold to marketers, and learned from other marketers that I started to catch on. It took me a long time of thinking, researching, discussin…
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Jun 9, 2022
How to Sunset Sales Development and Gradually Repurpose to Marketing
How do you prove whether you should reduce or sunset Sales Development in favor of Marketing at your own company? Prepare a business case for an experiment in which you compare, test, and gradually transition. Experimental framework:
* Compare Sales Development to Marketing via historical CRM data against real goals and metrics (Profit, Revenue, CAC, CAC Payback, Win Rate, Sales Cycle, ACV, Churn, Customer Lifetime Value etc.)
* Experiment # 1: Automate website demo request qualification and scheduling. Repurpose excess SDR resources, ideally to Marketing, or non-ideally to prospecting in the short-term. Provide quota and commission relief accordingly.
* Experiment # 2: Gradually reduce prospecting activities (telemarketing, email etc) and meetings booked quota by ~25% increments. Repurpose SDR resources to Marketing. Provide quota and commission relief accordingly. Prove and repeat until you gradually sunset Sales Development and help SDRs transition to Marketing. If desired,…
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Jun 9, 2022
Marketing Is Harmed By Sales Development
Marketing is harmed by Sales Development: handcuffed, preempted, counteracted, and crowded out.
Handcuffed:
→constantly generating a high quantity of contact information of uninterested buyers (MQLs, MQL Hamster Wheel) via gated content or list purchases–so SDRs can burn through it by spamming buyers with telemarketing, email spam, LinkedIn spam, physical mail spam, and bribery via gift cards. “Lead Generation” refers to Marketing having to generate MQLs for SDRs rather than website demo requests or Sales-ready leads–which are real leads.
→creating lousy content because the purpose is to capture contact information–not generate real website demo requests. That content doesn’t get consumed, shared, and buyers don’t come back again–especially when the SDR spams them after.
→prioritizing MQLs for SDRs based on the assumption of how likely buyers are to eventually request to speak to Sales, or their “Sales-readiness”, based on the buyer’s title, company, a…
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Jun 9, 2022
Interview with Kap Chatfield from Rveal Media, A B2B Podcasting Agency
Interview with Kap Chatfield, CEO of Rveal Media, a B2B podcasting agency, on their show: "B2B podcasting".
Kap is helping B2B companies do proper, non-spam marketing, via podcasting. If you need a podcasting agency, check out Kap and Rveal Media.
Get started on implementing The Buyer Centric Revenue Model by making the business case for the experiments to prove it and achieve a gradual transition.
Continue the discussion and get help implementing the model in The Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up.
If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Bu…
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Jun 9, 2022
The State of Sales Development | Part II (It's kaput)
Sales Development does prospecting, or spam, full-time. They have a constant high volume of highly accurate contact information of uninterested buyers (MQLs) at their disposal. MQLs are prioritized for them (Lead Scoring, Lead Intent) so Marketing “warms up” buyers before SDRs spam them. SDRs make their spam personal to the recipient to decrease the likelihood that it is ignored and rejected (Personalization). SDRs use a myriad of prospecting automation software. Sales Development has 20+ years of all the know-how, best practices, training, coaching, increased compensation, and a million other resources poured into it. If Sales Development is the alleged holy grail to predictable pipeline and revenue, surely Sales Development must be crushing it, right? How are they performing today and how profitable are they? Do they do more harm than good?
Sales Development suffers 39% turnover, 14 months tenure, 11 months productivity, 48% meeting booked quota attainment, and low job satisfac…
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Jun 9, 2022
Economic Headwinds Pose Silver Lining IF You Modernize Marketing and Sales
Recent economic headwinds accelerate progress that should have happened before--just like in Covid. The extent companies are running on the unnecessary and harmful Marketing and Sales practices, is the extent that the harm to growth and profit has become more visible and more painful--especially when the competition has a better Marketing and Sales engine.
Companies that have a proper Marketing and Sales engine have a competitive advantage in not only playing defense, but also offense: growing, profiting, attracting buyers and talent alike, further investing in the company's growth, gaining market share etc. Headwinds weed out the companies that should have fixed the roof when the sun is shining, but are now forced to weather the storm ill-prepared. Now such companies are forced to tighten the belt and be smarter with their Marketing and Sales resources to get the most ROI. They are rethinking their GTM.
Things will rebound, but it won't be the first or last headwinds. Set your com…
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Jun 9, 2022
The State of Sales Development | Part I (spoiler: it's bad)
Data across 30 SaaS companies comparing prospecting leads to Marketing's website demo requests shows that prospecting has a 5X higher cost-per-acquisition (CAC), a 3-5 year CAC payback period compared to 9-12 months for Marketing, and a lower Sales win rate of 2%-10% versus Marketing’s 20%-30%. Sales would need 10-50 demos from prospecting to win 1 deal, versus 3-5 demos from Marketing.
Another dataset across 15 SaaS companies shows that prospecting leads have a 0.1% conversion rate to revenue versus 4%-12% for Marketing’s website demo requests. Companies like Cognism and Saleswhale have compared Sales Development to Marketing and have exposed how lousy Sales Development is relative to proper Marketing.
Prospecting turns buyers off and pushes premature buyers to Sales, resulting in fewer good leads, and more bad leads. Prospecting results in lower win rates, higher sales cycles, higher CAC, a bloated Sales org triaging bad leads, misalignment between Marketing and Sales, a dama…
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Jun 9, 2022
Why Sales Development Is Unnecessary And Does More Harm Than Good Relative to Marketing
Sales Development does prospecting, which is code for spam.
Prospecting is a marketing strategy to generate and qualify leads for Sales via door knocking, telemarketing, texting, emailing, LinkedIn direct messages, physical mail, and bribery via gift cards. A type of marketing activity, not sales. Originated in the pre-internet era when Marketing lacked as much ability to communicate with buyers and to connect buyers with Sales. Rather than Marketing bringing buyers to Sales, Sales would go out to buyers to try to sell to people that haven’t requested their help. Basically, Sales operating in the absence of Marketing. Given the low probability of prospecting to produce any results whatsoever, it must be done constantly, in large quantities, and predictably to amount to anything. Yet given the undesirable, time-consuming, and fruitless nature of prospecting, sellers were unable and unwilling to do prospecting part-time in addition to their actual sales job. Therefore, in the late 9…
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Jun 9, 2022
What is the Predictable Revenue Model and Why Is It Harmful?
What is the Predictable Revenue model? Why is it outdated, unnecessary, and more harmful than beneficial? Where did it come from? Who created it? Why is it the root problem in B2B Marketing and Sales? Why is it anti-buyer?
The Predictable Revenue model is the trendy B2B Marketing and Sales model codified and popularized by Aaron Ross in his 2011 book, Predictable Revenue. For Marketing, it calls for specializing prospecting to be done full-time via Sales Development, rather than part-time by Sales. For Sales, it calls for specializing the Sales role and to create a Sales assembly line of sellers with buyer handoffs via the AE-CSM split. The Predictable Revenue model codified, popularized, preserves, and fuels the existence of Sales Development and the Sales Assembly line. Based on Aaron Ross’ time at Salesforce as a Sales leader in the early 2000s, and how Salesforce did Sales Development and the Sales Assembly line as aspects of their broader Marketing and Sales efforts. The Predi…
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Jun 8, 2022
What Is The Buyer Centric Revenue Model?
What is the Buyer Centric Revenue Model? Why should it be the modern B2B Marketing and Sales model? What does it challenge? What are the benefits of adopting it? How can you adopt it? What are the challenges to adopting it and how can you overcome them?
Get started on making the business case for the experiments to prove it and achieve a gradual transition.
Continue the discussion and get help implementing the model in the Buyer Centric Revenue Model community. Join the movement of forward-thinking peers liberating and modernizing B2B Marketing and Sales. Achieve a better growth playbook, a competitive advantage, and more productive and fulfilling careers. Enjoy insights, data, best practices, resources, and jobs. Plus, the live Q&A on Thursdays at 1pm PST, 4pm EST. Head over to BuyerCentricRevenue.com to sign up.
If you want to learn more about the model and these topics, check out my book “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. It’s avail…
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