This week, Dustin chats with Jacco van der Kooij, Founder of Winning by Design, to discuss the concept of a revenue factory and how companies can operate efficiently to achieve growth. They explore the shift from a 'grow at all costs' mindset to a focus on efficiency and the importance of frameworks in achieving disciplined execution. They also chat about the role of marketers in supporting sellers and the need for sellers to diagnose customer problems rather than focusing on selling. They conclude with insights on building trust with customers and the importance of practice and repetition in sales.

If you have any questions or thoughts, you can reach out to Jacco through LinkedIn. Also, check out Winning by Design's website to learn more about their work, and Jacco’s new book “Revenue Architecture”.

Dan Kalmar, Creative Director of Written Stories at Testimonial Hero, joins Dustin on this week's episode to chat about written customer stories. Dustin and Dan discuss the effectiveness of case studies and customer stories in marketing. They explore the differences between traditional case studies and customer stories, and the various ways to use and distribute customer stories, such as sales slides, social media assets, and audiograms. Dan shares insights on how to conduct effective interviews to gather compelling customer stories, including asking follow-up questions and seeking inspiration from outside industries.

You can reach out to Dan via his LinkedIn profile if you have any questions or insights on the topics discussed today.

Joe Kevens, Director of Demand Generation at PartnerStack and Founder at B2B SaaS Reviews, joins Dustin on this week's episode to discuss the role of reviews in the software buying process. They explore the limitations of peer communities for software buying advice and the issues with review sites, such as inflated ratings and lack of authenticity. They also share strategies for buyers to effectively ingest reviews, including filtering for certain star ratings and finding in-depth reviews. Joe shares his thoughts on the future of review sites and the potential for personalized recommendations. They also touch on the importance of building trust through various forms of social proof, such as testimonials, case studies, and customer stories.

This week, we have a repost of Dustin’s chat with Anthony Pierri from FletchPMM about all things product marketing. Anthony gives his take on why the common advice of leading with benefits isn't always correct and why people care about features. They also discuss why category creation usually isn't the right path and why you should instead focus on differentiating within an existing category. The key takeaway is that simple, specific, differentiated messaging and positioning is the way to go.

If you have any questions or thoughts, you can reach out to Anthony through ⁠LinkedIn⁠. Also, check out ⁠FletchPMM's website⁠ to learn more about their work.

On this week's episode, Andrew Mounier, Head of User Acquisition & Growth Marketing at Xembly, joins Dustin to chat about AI Marketing. Andrew stresses AI's role as a supportive tool and its potential in creative storytelling and content creation, while acknowledging the importance of human oversight. They also discuss the impact of AI on job roles and the need to embrace new technologies.

To learn more about Xembly, visit their website or connect with Andrew on LinkedIn for further insights.

Ed Lynes, Managing Partner at Woden, joins Dustin on this week's episode to talk all about strategic narratives in business. Ed and Dustin discuss the importance of building a strategic narrative and how it can tie together a company's go-to-market efforts. Ed explains that while sales and marketing tactics may have changed over time, the fundamentals remain the same. He emphasizes the need to anchor the strategic narrative in the company's purpose and align it with the perspectives and needs of different buyer personas. Finally, they discuss the structure of a strategic narrative and the importance of pattern interrupts to engage and empower the audience.

You can reach out to Ed via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Woden's website to learn more about their work.

Heather Jacoby, Senior Creative Producer at Testimonial Hero, joins Dustin on this week's episode to talk about the craft of conducting meaningful interviews. She discusses the power of transformative interviews and how they can create safe and comfortable spaces for the interviewee. Heather also emphasizes the importance of curiosity and genuine interest in learning during interviews. She provides tips on adapting to different personalities and energy levels, and her process of writing interview questions. She also shares her favorite interview question and the power of high-impact questions.

Garrett Mehrguth, President and CEO of Directive, joins Dustin on this week's episode to deep dive into why putting your money where your mouth is is the best way to learn and convince others that you know what you’re doing. He discusses the concept of customer generation and how it is applied at Directive. Also, the importance of applying marketing strategies to one's own business to gain insights and improve results. Garrett also shares his approach to driving leads and customers, including the use of gift cards as a financial incentive. He highlights the significance of list verification in targeting the right audience. Additionally, Garrett discusses the role of thought leadership and brand building in marketing strategies, as well as the value of in-person events and measuring their success.

If you have any questions or thoughts, you can reach out to Garrett through LinkedIn. Also, check out Directive's website to learn more about their work.

Eric Konovalov, Founder of The Goal Guide, joins Dustin on this week's episode to deep dive into personality types and how they impact the sales process. Eric explains the characteristics of the four main personality types: eagle, parrot, dove, and owl. He highlights the clashes and compliments between these personality types and provides examples and strategies for adapting and communicating effectively with each type. Eric also shares resources, including his arsenal of sales and leadership materials, to help sales professionals improve their skills.

You can reach out to Eric via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out The Goal Guide's website to learn more about their work.

Other resources:

Robin Daniels, Chief Business & Product Officer at LMS365, joins Dustin on this week's episode to deep dive into the power of genuine connections and building great teams. They discuss the impact of AI on reputation, the power of storytelling, his transition from CMO to Chief Business and Product Officer, and creating a great team environment. Robin emphasizes the need for caution in using AI to avoid damaging reputation, the value of investing in relationships and community building, and the importance of setting a clear direction and trusting team members. He also highlights the role of storytelling in marketing and the potential of remote work to create a more fulfilling work environment.

You can reach out to Robin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out LMS365's website to learn more about their work.