//podcastplus.net/feed/podcast~cb123855c1f1340fc42835d34a5b74a9a1fc310e792d96508e6a3426268dd6cd Ever wondered what makes great go-to-market leaders grow, even when the going gets tough? We have, too. And we’re on a mission to uncover the magic that makes that growth happen. This is Go-to-Market Magic, the show where we talk to go-to-market leaders and visionaries about the “aha!” moments they experience and the pivotal decisions they’ve made, all in the name of growth. And we’re not just talking about revenue growth that goes up and to the right — we’ll also discuss how they improve their teams, industries, careers, and lives. Join us for stories of success (and failure, too) as we learn how to inspire, empower, and align go-to-market teams for growth in all its forms. Sun, 19 Apr 2026 19:50:03 +0000 https://media.transistor.fm/6fd2ebf2/eaa9a7dd.mp3 It's time to stop focusing on pipeline growth. Yes, you read that right.  In this episode, Mark Kosoglow , CRO at Catalyst Software , shares his perspective about why you should be focusing on customer success instead of inbound pipeline. It's shaking up the industry by encouraging revenue leaders to truly focus on the incremental value — and revenue growth — that customer success teams can deliver. Here are the key takeaways from our conversation with Mark Kosoglow: Deliver more "moments of impact”: Time-to-value should not be measured as time to achieve maximum value but rather as time to achieve a meaningful moment of impact. Instead of delivering the entire value of your platform or product immediately, you should provide incremental value over time. This method addresses the problem of delayed implementations and demoralization. Align promise makers and promise keepers: Organizations must bridge the gap between sales and customer success. Aligning the teams responsible for making... Thu, 16 Nov 2023 12:00:00 +0000 https://media.transistor.fm/6fd2ebf2/eaa9a7dd.mp3 https://media.transistor.fm/79716000/a04d7456.mp3 There’s a lot of talk about how AI can be utilized for content creation and productivity, but how about leveraging it to train your organization? Juliana Stancampiano , CEO of Oxygen Experience , shares her perspective and proposes new ways to harness intellectual resources from subject matter experts. You’ll also learn the importance of creating safe spaces to “fail fast” as you figure out how to use AI effectively and why human skills remain critically important. Here are the key takeaways from our conversation with Juliana Stancampiano: Utilize AI to develop learning resources: Preserving the intellectual resources of subject matter experts is valuable for any company. Using AI to help SMEs harness what they know and create learning resources is an efficient way to impart institutional knowledge and improve enablement across the organization. Find the right balance between strategy and action: While AI sales enablement needs to stay firmly rooted in the company’s core strategy... Thu, 19 Oct 2023 11:00:00 +0000 https://media.transistor.fm/79716000/a04d7456.mp3 https://media.transistor.fm/54f27bfd/a6bd8e21.mp3 Sales enablement ensures your sales teams are well-prepared and efficient in their efforts. Sales evangelism taps into the power of customer advocacy and word-of-mouth marketing. Both are essential for a business's success by driving sales growth, enhancing brand reputation, and fostering customer loyalty. Paul Norford, a seasoned enablement expert from Ivanti , delves into the dynamic world of enablement and evangelism in the tech industry and how the two functions are related. In this episode, we discuss the transformative power of revenue enablement, emphasizing the human aspect, storytelling, and adaptability as key drivers of success. Join us as we explore how Paul's innovative strategies help technical sellers and channel partners excel, pushing the boundaries of traditional enablement. Here are the key takeaways from our conversation with Paul Norford: Blend enablement and evangelism: It’s important to seamlessly integrate the roles of enablement and evangelism within a tech or... Thu, 05 Oct 2023 11:00:00 +0000 https://media.transistor.fm/54f27bfd/a6bd8e21.mp3 https://media.transistor.fm/445c2a48/46b89d70.mp3 What role does influencer marketing play at one of the biggest B2B software companies in the world?  Find out as Ursula Ringham shares insights from her 10 years building an impactful program as Head of Global Influencer Marketing at SAP . In our conversation, she openly discusses the do’s and don'ts of working with influencers, why it's important to protect their brand and yours, and how to measure impact.  Here are the key takeaways from our conversation with Ursula:  How to leverage influencers for any industry: Learn how you can utilize the expertise of influencers to amplify your brand, even as a B2B company. How to strike the right balance for your brand: Discover why and how to protect both the influencer’s brand, and your own, by allowing influencers to put your messaging in their own words.  How to measure impact and convince executives: Reach, impressions, and amplification can help evaluate your campaign's performance, but it doesn't stop there. Learn how t... Thu, 14 Sep 2023 20:00:00 +0000 https://media.transistor.fm/445c2a48/46b89d70.mp3 https://media.transistor.fm/f9a29214/05a4b717.mp3 Traditional training methods for sales teams just aren’t cutting it anymore. Instead, top performing teams utilize technology to level up their sales techniques. Josh Bersin , a global industry analyst and the Founder and CEO of The Josh Bersin Company , shares his insights on the evolving landscape of sales training and the impact of technology in the sales process. As an industry thought leader in HR and training, Josh also shares his personal experience of emulating successful selling techniques and how technology allows reps to observe and adapt different communication styles. The conversation also touches on the potential for AI in sales and the importance of respecting and enabling salespeople well. Join us as we dive into the fascinating world of sales training and discover the strategies that drive success in today's dynamic market. Here are the key takeaways from our conversation with Josh:  Traditional training methods are not effective in today's market: Week-long class... Thu, 24 Aug 2023 11:00:00 +0000 https://media.transistor.fm/f9a29214/05a4b717.mp3 https://media.transistor.fm/f72b9630/7c383a11.mp3 Want to become a boss at social selling? Our guest, David (D. Fish) Fisher, has a wealth of knowledge about building successful social selling programs — and he’s here to spill the secrets that the LinkedIn experts won’t. In this episode, Global Social Selling Lead at SAS , David (D. Fish) Fisher , shares the importance of building a targeted and relevant network on LinkedIn rather than focusing on having a large number of followers. Then, we discuss the challenges of building a social selling program within a large organization, setting realistic expectations for social media engagement, and the unsexy, but crucial, work that ensures long-term success in business. Here are the key takeaways from our conversation with David:  Understand social selling: Reach the right audience through social media. If you’re not targeting relevant people, your outreach won’t have much return. Turn silent observers into high-intent leads by using language that resonates with a smaller group. ... Thu, 10 Aug 2023 11:00:00 +0000 https://media.transistor.fm/f72b9630/7c383a11.mp3 https://media.transistor.fm/7b3fb272/181daa92.mp3 Driving revenue growth in today's ever-evolving global market is no small task, but equipping yourself with innovative enablement strategies can make a world of difference.  Georgia Watson , Sales Enablement Leader, Australia, South East Asia, New Zealand, Korea at IBM , shares her experience cultivating enablement innovation in both EMEA and APAC regions, using data and dialogue to understand the influence of local cultures. The discussion also touches on an exploration of design thinking as a problem-solving framework, the importance of personas in understanding user needs, and Georgia’s own experience with launching a pilot program that failed.  Here are the key takeaways from our conversation with Georgia:  The power of edutainment: Engaging employees through entertaining educational content proved to be highly effective in boosting team collaboration and knowledge. Understanding cultural nuances: Enablement program success relies on understanding cultural differences. G... Thu, 27 Jul 2023 11:00:00 +0000 https://media.transistor.fm/7b3fb272/181daa92.mp3 https://media.transistor.fm/03f6c18c/a45ca6b9.mp3 Learning how to help your customers tell a good ROI story is critical to success as a go-to-market organization these days. Sangram Vajre , Co-Founder and CEO of GTM Partners , joins the show to share how to overcome today’s common GTM challenges and his vision for the future of go-to-market. The discussion touches on the importance of velocity in scaling a business, the role of customer success in delivering value, and how to align go-to-market organizations by using the right metrics.  Here are the key takeaways from our conversation with Sangram:  Why Marketing teams should focus on the flywheel, not the funnel: Instead of fine-tuning the funnel to acquire new customers, Sangram argues that it’s more financially lucrative to retain and upsell existing ones.  Why Customer Success should focus on ROI, not product features: Sangram makes the case for Customer Success teams learning to align with their customers’ business objectives. By telling a compelling ROI story, renewa... Thu, 13 Jul 2023 09:00:00 +0000 https://media.transistor.fm/03f6c18c/a45ca6b9.mp3 https://media.transistor.fm/8878d624/a74bc3ac.mp3 Contrary to popular belief, enablement professionals can’t do it all.  Dave Lichtman , Founder and CEO of Enablematch , shares the advice you haven’t heard yet on how to support your enablement team when “do more with less” is the new norm. We’ll learn why hiring for gravitas and grit matters more than sales experience, why (and how) enablement teams should say “no” more often, and how to supplement your existing team’s weak spots with unconventional staffing solutions. Show notes  Here are the key takeaways from our conversation with Dave:  Hire supplemental labor for enablement projects: Other departments have been doing it for decades. Now, it’s time for enablement professionals to do the same. Dave suggests hiring specialists to efficiently and effectively support your full time employees (FTEs) growth areas, upskilling them in the process.  Choose gravitas and curiosity over hyper-specific skills: When filling enablement roles, it’s tempting to ke... Thu, 29 Jun 2023 09:00:00 +0000 https://media.transistor.fm/8878d624/a74bc3ac.mp3 https://media.transistor.fm/408ae8ee/57b508b5.mp3 Traditional sales tactics just don’t cut it these days. Samantha McKenna , Founder of #samsales Consulting , shares her experience finding success with a less traditional approach to sales. We’ll learn why cold calling is a thing of the past, how to bring authenticity to prospecting, and some unconventional tactics that can lead to higher closing rates. Show notes  Here are the key takeaways from our conversation with Samantha:  Make a strong first impression. Learn how to use modern tools and data to prospect more authentically than ever with Sam’s signature “Show Me You Know Me” (#SMYKM) approach.  Take initiative in scheduling meetings. Plan meetings around your client’s time rather than around your own schedule. Samantha suggests sending out calendar invites, with permission, to help propel the sales process when response times are slower than you’d like.  Split discovery and demo calls. Often, organizations lump discovery and demos into one single c... Thu, 29 Jun 2023 09:00:00 +0000 https://media.transistor.fm/408ae8ee/57b508b5.mp3