Our special guest today is a three-time CMO and seasoned veteran in the customer experience and SalesTech world who offers CX and sales software companies a wealth of expertise that he has accumulated over several decades. Nicolas de Kouchkovsky is a Fractional Chief Marketing Officer & Industry Analyst at CaCube Consulting. Nicolas joins Hosts Craig Rosenberg and Matt Amundson to discuss the transition from traditional methods to Signal-based Selling and the urgent need for precision and relevance in outbound sales efforts. They also dive into the critical role of modern data architectures, such as cloud data warehouses, in enabling efficient and effective sales strategies, stressing the importance of moving beyond CRM as the system of record to embrace more flexible, data-rich platforms.

Also, Craig makes a re-introduction and Matt sets the record for the number of times a person has said data warehouse on a podcast.

Takeaways:

• The transition towards signal-based selling highlights the need for marketers to adapt to advanced methods of identifying and engaging with potential customers. The ability to harness and interpret signals can significantly improve targeting and personalization.
• Precise market segmentation and pinpointing the Ideal Customer Profile (ICP) are more crucial than ever. Generic approaches are no longer effective. Teams should invest time in deeply understanding their target segments to tailor messages and offers accordingly.
• Crafting and communicating a clear, compelling value proposition is essential. Vague statements about benefits can undermine trust. Marketers must articulate how their products or services address specific customer needs and pain points.

Chapters:

• 00:59 Reintroducing Nicolas De Kouchkovsky
• 02:34 Understanding Signal-based Selling
• 11:57 The CRM As The System of Record
• 27:23 Automation and Precision: The Future of Outbound
• 34:41 The Lost Art of Segmentation
• 44:11 AI’s Role is to Assist the Seller
• 49:11 Get Rid of Mushy Messaging

Quote of the Show:

• “If you start a business right now, your data should be the foundation and it will be your mid to long-term sustainable differentiator against any legacy business” - Nicolas de Kouchkovsky

Sponsor:

• Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Nicolas:

• LinkedIn: https://www.linkedin.com/in/nicolask3/ 
• CaCube Consulting Website: https://www.cacubeconsulting.com/ 

Shoutouts:

• Scott Brinker: https://www.linkedin.com/in/sjbrinker/
• Fivetran: https://www.fivetran.com/
• Airbyte: https://airbyte.com/
• Clay: https://www.my-clay.com/
• 6Sense: https://6sense.com/
• Demandbase: https://www.demandbase.com/
• Madkudu: https://www.madkudu.com/
• Bombora: https://bombora.com/
• Regie.ai: https://www.regie.ai/

Follow the Show:

• Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ 
• Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ 
• The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ 
• The Transaction Website: https://thetransactionpod.com/ 
• Substack: https://thetransaction.substack.com/ 

Ways to Tune In:

• Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 

YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1