AI is changing how B2B buyers research companies, evaluate potential partners, and make purchasing decisions. But even as technology transforms sales and marketing, relationships, trust, and human connection remain essential to business growth.

In this episode of In Good Company: Where Relationships Drive Results, host Lisa Kilrea sits down with Seth Rowan of Harmac Medical Products to discuss the evolution of medical device sales and business development—and what it takes to build lasting customer relationships in an increasingly digital world.

Seth shares lessons from his career in medical device sales, including the importance of identifying internal champions, using referrals to turn cold outreach into warm introductions, and consistently creating value for customers.

He also explores how AI is reshaping the B2B buyer journey. Engineers, product managers, and other decision-makers can now research potential partners long before they ever speak with a salesperson. Seth explains why that makes digital visibility, LinkedIn, valuable content, and alignment between marketing and business development increasingly important.

The conversation also dives into AI adoption, medical device manufacturing, CDMOs, leadership, opportunity prioritization, and why honesty is fundamental to earning and maintaining customer trust.

• Why internal champions can be critical in complex B2B sales • How referral-based relationships can create warmer sales opportunities • How AI is changing the way B2B buyers research potential partners • Why digital visibility matters before a prospect is ready to buy • How marketing and business development can work together more effectively • Where AI could have a major impact on medical device manufacturing • Why strong leaders give people room to make decisions and learn • How honesty and consistency build long-term customer trust • Why sales professionals need both digital skills and human relationship-building abilities

Seth Rowan is a medical device sales and business development executive with extensive experience growing markets, developing strategic accounts, and helping healthcare companies bring complex products and solutions to market.

Today, Seth is with Harmac Medical Products, where his work sits at the intersection of medical device manufacturing, commercialization, business development, and growth.

Throughout his career, Seth has developed a relationship-driven approach to business development centered on trust, referrals, strategic partnerships, and creating value for customers.

Technology can make it easier to research prospects, identify opportunities, and reach potential customers—but it doesn't replace the relationships behind successful business development.

As Seth explains, the strongest approach combines the two: use AI, LinkedIn, digital visibility, and other modern tools to create opportunities while continuing to invest in referrals, face-to-face interaction, honesty, and trust.

In Good Company: Where Relationships Drive Results explores the people, ideas, and business strategies behind successful organizations.

Hosted by Lisa Kilrea, CEO and President of WSI Results, the podcast features conversations with business leaders about growth, leadership, innovation, technology, and the relationships that help drive results.

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What happens when seasonal demand spikes, packaging requirements change, or your internal production team simply doesn't have the capacity to keep up?

In this episode of In Good Company, host Lisa Kilrea sits down with Steve Cox of Peoria Production Solutions to discuss how manufacturers, e-commerce brands, and product-based businesses can successfully manage packaging, kitting, assembly, and fulfillment—especially during high-volume seasonal and holiday programs.

Steve explains why successful outsourcing involves much more than finding the lowest price. The right production partner needs strong quality controls, capacity to scale, consistent communication, responsive customer service, and the flexibility to adapt when requirements change unexpectedly.

You'll learn:

• Why outsourcing can help businesses manage seasonal production spikes
• How planning and communication reduce production disruptions
• What to look for when choosing a packaging, kitting, or fulfillment partner
• Why quality, scalability, and responsiveness matter as much as cost
• How technology, automation, and AI can improve production efficiency
• Why experienced people remain essential to problem-solving and quality
• How a vendor relationship can develop into a long-term business partnership

Steve also shares the story behind Peoria Production Solutions, a self-sustaining nonprofit that has been providing outsourced production support for more than 80 years while creating meaningful employment opportunities for individuals with disabilities.

For Steve, the goal is simple: become "a partner and not just a vendor."

In this episode of In Good Company: Where Relationships Drive Results, host Lisa Kilrea sits down with Yudelky Williamson, Director of Dermatology and National Accounts at Aerolase, to explore what more than three decades in sales and business development have taught her about authenticity, credibility, and building relationships that last.

Yudelky shares why successful sales conversations start with understanding the customer rather than pitching a product, how credibility and continuous learning influence buying decisions, and what it takes to introduce innovative technology into established markets. She also discusses how today's highly informed buyers are changing the role of salespeople and why AI and online research can't replace the context and trust created through genuine human relationships.

In this episode, you'll learn:

• Why authenticity and integrity matter in sales • How to build trust and credibility with customers • Why customer needs should come before features and ROI • How informed buyers are changing the sales process • Why continuous learning strengthens consultative selling • How AI is influencing research and buying decisions • Why relationships remain essential to long-term business growth

About Yudelky Williamson

Yudelky Williamson is Director of Dermatology and National Accounts at Aerolase and a sales and business development leader with more than three decades of experience across medical devices, pharmaceuticals, aesthetics, and B2B markets. Her approach combines industry knowledge, strategic business development, authenticity, and long-term relationship building.

Connect with Yudelky Williamson on LinkedIn: https://www.linkedin.com/in/yudelkywilliamson/

Learn more about Aerolase: https://www.aerolase.com/

Learn more about In Good Company and WSI EResults: https://wsi-manufacturing-marketing.com/

Innovation may begin with a breakthrough idea, but turning that idea into something customers adopt is a very different challenge. Veeral Hardev draws on a career spanning consumer electronics, medical devices, solar, robotics, batteries, and other emerging technologies to explain why technical excellence alone does not guarantee commercial success. Market timing, economics, customer needs, communication, and the ability to adapt can matter just as much as the technology itself.

Veeral's perspective consistently comes back to people. Partnerships work when they move beyond transactions and create genuine value for both sides. Leaders are most effective when they communicate openly, minimize ego, and enable others to succeed. And while AI can dramatically improve research, workflows, efficiency, and productivity, Veeral cautions against outsourcing human judgment and reasoning to technology. His approach is to use AI for what it does well while preserving the relationships and critical thinking that business still requires.

On In Good Company, host Lisa Kilrea speaks with Veeral Hardev, Vice President of Business Development at Blue Current, about bringing emerging technologies to market, the creative process behind his work as an inventor, physical AI and robotics, next-generation battery technology, adaptable go-to-market strategies, leadership, relationships, and the changing role of AI in business. Their conversation offers a practical look at what it takes to move innovation beyond invention and toward meaningful, sustainable value.

Choosing surgical equipment is about far more than comparing specifications or purchase prices. Bill Harvey explains how hospitals evaluate new surgical retractor systems by balancing surgeon preferences, operating room efficiency, clinical outcomes, staff utilization, and long-term return on investment. Throughout the conversation, he emphasizes that successful evaluations begin with giving healthcare teams the opportunity to experience equipment in real surgical environments before making a purchasing decision.

Bill also provides an inside look at Thompson Surgical's free trial process, describing how clinical specialists work alongside surgeons and operating room staff to ensure smooth implementation, proper training, and confident adoption. Rather than focusing solely on the product itself, he highlights how responsive service, ongoing education, reliable support, and continuous innovation help hospitals maximize the value of their investment over many years.

Hosted by Lisa Kilrea on In Good Company, this episode explores how trusted relationships influence healthcare purchasing decisions, covering clinical training, value analysis committees, equipment lifecycle management, global surgical education, customer service, and building long-term partnerships that improve patient care.

Building a successful company requires much more than a strong strategy. Greg Novak explains why leadership, disciplined execution, organizational culture, and customer focus ultimately determine whether businesses sustain growth or gradually lose their competitive edge. Drawing from decades of executive leadership across startups, publicly traded companies, and turnaround situations, Greg shares practical lessons that have consistently produced results regardless of industry.

Throughout the conversation, Greg discusses the importance of hiring exceptional people, maintaining unwavering integrity, and creating organizations that continually reinvent themselves. He explains why execution—not strategy—is where most businesses struggle, why leaders must remain consistent, and why adapting to rapidly changing customer expectations has become essential in an AI-driven marketplace.

Host Lisa Kilrea of In Good Company explores these topics with Greg Novak, CEO of Claritus Consulting, while also examining how manufacturers and B2B organizations can improve customer acquisition, strengthen their market positioning, and prepare for a future where digital visibility and trust increasingly influence buying decisions.

The marketing landscape is changing quickly, but the fundamentals of building a meaningful brand remain deeply human. Customers are discovering companies across AI tools, search engines, social platforms, podcasts, and digital communities, making visibility more complex than ever. Yet Sid Fritts argues that the strongest marketing still begins with a simple question: What real problem are you solving for the customer?

Drawing from his experience building brands at Procter & Gamble and Rivian and leading marketing and brand at Turion Space, Sid shares why deep customer insight is difficult to shortcut. He explores how memorable brands find the tension or unmet need in a market, communicate without unnecessary jargon, and create experiences that allow people to feel a connection to the company. Sid also shares his perspective on AI, explaining why he sees enormous value in using it to scale and customize marketing while remaining cautious about handing over the earliest stages of creative ideation.

On In Good Company, where Relationships Drive Results, host Lisa Kilrea and Sid Fritts discuss consumer insight, brand building, AI visibility, answer engine optimization, multi-channel marketing, creative leadership, and the relationships that shape successful careers. Their conversation offers a practical look at how companies can combine human insight, consistent messaging, modern technology, and meaningful relationships to build brands prepared for the next era of discovery.

Joseph Henry Lengson is a marketing executive, e-commerce and operations leader, and entrepreneur with experience in digital marketing, business growth, content strategy, and operational excellence. He helps organizations create stronger customer experiences while building scalable systems that drive long-term success.

In this episode…

Innovation often starts outside the spotlight. In this conversation, Joe Lengson shares how NEMO Power Tools created a new product category by solving a practical problem in a highly specialized corner of manufacturing. He explains how the company moved from startup stage to global distribution by staying close to customer needs in underwater construction, maintenance, and related industries.

Joe's career took an unusual path. Before joining the manufacturing world, he spent years in music and film, working with major publications and global brands. That background in storytelling, photography, and marketing gave him a useful lens for product growth, brand building, and leadership. He also talks about why technology, including AI, has become a necessary part of staying competitive.

In this episode of In Good Company: Where Relationships Drive Results, host Lisa Kilrea speaks with Joe Lengson about startup growth, product commercialization, distributor relationships, digital advertising, global expansion, and leadership. They also discuss curiosity, continuous learning, and the role strong relationships play in building a lasting business.

Wesley Murphy is the Vice President of Operations at Peoria Production Solutions, a self-supporting nonprofit that provides kitting, assembly, and fulfillment services for manufacturers across multiple industries. PPS is known for operational efficiency, ISO-certified quality standards, and inclusive employment opportunities for people with disabilities. In his role, Wesley leads large-scale operational programs, focusing on quality, inventory visibility, and on-time execution. He is passionate about building trusted partnerships and fostering operational excellence.

Kitting may seem like a straightforward process, but for manufacturers managing complex supply chains, tight labor markets, and urgent customer demands, it can become a strategic advantage. When every component, deadline, and inventory movement matters, how can companies reduce complexity while maintaining quality, speed, and trust?

For Wesley Murphy, building structured kitting programs brings multiple products together into one organized, trackable SKU. Drawing from his expertise in large-scale kitting, assembly, fulfillment, and operations, Wesley explains that effective kitting helps manufacturers improve turnaround times, simplify inventory management, and give customers everything they need in one complete kit. He also highlights the value of flexible operational support during redirects, warehouse shutdowns, urgent disruptions, and production gaps, where the right partner can step in quickly to receive product, correct issues, and keep orders moving. His approach illustrates the role of ERP systems, WMS platforms, Power BI dashboards, SOPs, inspections, and open communication between operations, quality, and client teams in improving visibility, preventing rework, and strengthening execution.

In this episode of In Good Company: Where Relationships Drive Results, host Lisa Kilrea sits down with Wesley Murphy, VP of Operations at Peoria Production Solutions, to discuss how kitting supports supply chain efficiency and operational resilience. They explore how bundled components become unique SKUs, how shared data improves inventory visibility, and how communication strengthens quality, execution, and client partnerships.

Amy Hughes is the Chief Marketing, Ecommerce, and Sales Leader at ClearBags, a leading provider of flexible packaging solutions known for offering more than 5,000 in-stock products and custom packaging options for businesses worldwide. Under her leadership, ClearBags has continued its impressive growth, celebrating more than 34 years in business and expanding its reach to global markets while embracing innovations like AI-driven e-commerce. Amy brings over 25 years of experience in brand marketing and business development, with a proven track record of building strong partnerships and fostering cross-functional collaboration. Passionate about customer relationships and continuous innovation, Amy is deeply committed to understanding evolving buyer behavior and translating those insights into impactful solutions.

In a crowded digital marketplace, how do businesses stand out when products and services begin to feel interchangeable? Is differentiation still about price and features, or does it now depend on something deeper — like how well a company understands the people it serves?

For Amy Hughes, the answer starts with turning the customer's voice into a core driver of growth. Drawing from over 25 years of experience in sales, marketing, and brand leadership, Amy explains that sustainable advantage comes when organizations consistently translate customer insights into tailored solutions that deepen relationships beyond transactions into long-term partnerships. She emphasizes that aligning sales, marketing, and product development is essential to breaking down silos, strengthening collaboration, and accelerating meaningful innovation. Her perspective reflects the reality that today's informed buyers expect a consultative, insight-led experience, raising expectations around education, responsiveness, and expertise at every touchpoint.

In this episode of In Good Company: Where Relationships Drive Results, host Lisa Kilrea sits down with Amy Hughes, Chief Marketing, Ecommerce, and Sales Leader at ClearBags, and discusses customer-centric innovation in a commoditized industry. They explore how ClearBags is evolving through digital transformation, cross-functional alignment, and the thoughtful use of AI. Amy also shares practical insights on breaking down internal barriers, anticipating customer needs, and strengthening relationships that drive long-term growth.