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In this episode of Mastering Modern Selling, Carson Heady and Tom Burton dive into the evolving world of sales and introduce Tom’s Revenue Zone framework. As the buyer takes the lead in the sales process, it’s more important than ever for sales teams to understand the modern buyer's journey. 

Tom, the author of The Revenue Zone, explains how building trust, creating demand, and using technology like AI can help sales professionals stay ahead in an increasingly complex market. 

This episode offers valuable insights on reshaping sales forecasting, guiding buyers through the sales process, and leveraging the yellow brick road concept to drive revenue success.

Key Highlights:

• Modern Sales Forecasting: Tom shares how traditional sales forecasting methods no longer suffice and why understanding buyer readiness is key.
• Building Trust and Creating Demand: Learn why trust is the new currency in sales and how to generate authentic demand that moves beyond basic interest.
• The Yellow Brick Road: Tom discusses how to guide buyers along a personalized, trust-based journey, building the yellow brick road to the Revenue Zone.
• AI and Personalization: Discover how AI tools are transforming the sales process, allowing for personalized buyer journeys at scale.
• Practical Advice for Sales Teams: Whether you're a solo seller or part of a team, Tom offers actionable steps on how to implement the Revenue Zone framework into your sales approach.

Don't miss out, your next big idea could be just one episode away!

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What does it really take to build trust in your team and with your buyers? 

In this episode, we’re joined by Jake Mannino, Global Sales Director at Microsoft and certified executive coach, for a deep dive into the emotional and strategic foundations of trust in sales.

Jake shares lessons from 25+ years leading high-performing sales teams and coaching some of the world’s top professionals. He reveals why trust begins with self-awareness, and how authenticity, logic, and empathy form the core triangle of lasting relationships. 

You’ll hear how simple language shifts like removing “can’t” can change entire mindsets, and why the best leaders focus on rapport, adaptability, and involvement.

This conversation also explores:

• How to turn red-path thinking into green-path belief
• The Shackleton survival story as a metaphor for modern leadership
• How to decode customer behavior through pattern recognition
• Why knowing your customer’s culture matters more than their 10-K

Whether you’re a frontline seller or a seasoned executive, this episode offers transformative insights into what it really means to earn the right to be trusted.

Don't miss out, your next big idea could be just one episode away!

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In Episode 140 of Mastering Modern Selling, we welcome back Bill McCormick, founder of DigiSales, for a powerful conversation on breaking out of the social selling echo chamber.

Bill shares how his mindset evolved from “LinkedIn is everything” to a more thoughtful, multi-channel strategy that meets buyers where they are. 

You’ll hear why content alone won’t drive pipeline, how to create real LinkedIn conversations, and what it means to be truly buyer-centric in your sales approach.

This episode is packed with practical takeaways, honest reflections, and a refreshing reminder that modern selling isn’t about choosing sides, it’s about making better choices.

Topics Covered:

• Why all selling is social, but not just on social
• The myth of the “perfect posting schedule”
• How to use your LinkedIn profile as a value magnet
• What bad sales culture teaches (and how to fix it)
• Why leadership must show up for digital change

If you’re ready to trade empty activity for meaningful progress, don’t miss this one.

Don't miss out, your next big idea could be just one episode away!

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In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success.

With insights drawn from their experience working with sales teams at Microsoft, Tom and Carson break down each phase of the sales cycle planning, prospecting, forecasting, and customer engagement and show how AI can augment, not replace, authentic relationship-building. 

If you want to stay relevant and effective as the sales landscape evolves, this episode is your playbook.

• What we discussed:

1. Smarter Sales Planning with AI

 AI can analyze your pipeline, uncover gaps, and spotlight high-potential accounts. 

It helps you plan your year or quarter with data-backed insights rather than guesswork, identifying where to invest your efforts for the biggest returns.

2. Personalized Prospecting and Outreach
 

By scanning LinkedIn profiles, company info, and recent news, AI crafts tailored messages and subject lines designed to increase open and response rates. 

But Tom stresses: AI drafts the message you add the personal tone and relevance that build trust.

3. Data-Driven Forecasting
 

Forget adding arbitrary percentage increases to last year’s sales. AI can process historical data and industry benchmarks to help build forecasts that are both ambitious and achievable. 

This brings more credibility and accuracy to your sales planning.

4. Handling Ghosting and Tough Conversations
 

When prospects go quiet or hesitate, AI can help draft empathetic, clear follow-ups that acknowledge their concerns and reduce the perceived risk of moving forward. 

These messages open doors to honest conversations and keep deals moving.

5. Balancing Automation with Authenticity
 

Ultimately, the episode highlights a vital truth: AI boosts efficiency, but it can’t replace empathy, insight, or the human connection. 

Your unique voice and understanding of your customer’s needs remain the biggest competitive advantage.

AI is no longer a futuristic concept, it’s here and changing how we sell. But success isn’t about replacing the human touch; it’s about combining AI’s power with your authentic relationship-building skills. 

Tom and Carson’s advice offers a roadmap for sales pros who want to stay effective, relevant, and indispensable in an AI-driven world.

Don't miss out, your next big idea could be just one episode away!

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In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs. 

Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies.

Far from being a back-office role, the CEO today is the face, voice, and momentum behind successful sales organizations especially in founder-led and early-growth companies. 

Alice shares rich insights and real-world examples on how CEOs either drive growth or unknowingly prevent it.

• The CEO as a Sales Driver, Not Just a Visionary

 CEOs must be involved in sales not just setting targets, but also shaping the narrative, supporting the team, and building credibility in the marketplace.

• Visibility is Vital

 CEOs who are absent from public view are losing deals before they even start. Being accessible and sharing insights humanizes the brand and draws in top talent and prospects.

• Stop Selling Like a Founder

 Many CEOs fail because they expect salespeople to sell like them. Alice explains why founder-led sales needs to evolve and how to create scalable processes that work for your team.

• Outdated Playbooks Are Hurting Sales

 The 2009 “Predictable Revenue” model doesn't hold up in a modern, buyer-first world. Alice encourages a fresh, audience-centric approach built on relationships and relevance.

• A New Go-To-Market Mindset

 CEOs need to focus on sustainable growth. That means investing in demand generation, customer journey mapping, and a real GTM strategy not just adding more salespeople.

Modern selling isn’t just the job of the sales team, it’s a company-wide responsibility that starts at the top.

If you’re a CEO still hiding behind spreadsheets and silence, this episode will challenge you to show up, speak out, and open the doors only you can open.

Don't miss out, your next big idea could be just one episode away!

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In episode 137 of Mastering Modern Selling, David Rosenberg, President of Woosh Marketing Consultants, joins Brandon and Tom to break down what too many companies miss: success isn't just about your product, it's about how your audience perceives it.

This episode unpacks how small teams and solopreneurs can harness the power of perception, positioning, and emotional intelligence to attract the right clients and convert more leads without scaling up budgets.

5 Hard-Hitting Takeaways from David Rosenberg:

• Sales and Marketing Aren’t the Same, But They Must Align 

David breaks down the symbiotic relationship between sales and marketing, emphasizing how messaging tailored by marketing must be informed by sales insights to truly connect with the right audience.

• Positioning and Messaging Matter More Than Ever

In a world saturated by AI-generated content and noise, what truly stands out is clear, targeted messaging. 

Without it, companies struggle not due to bad salespeople, but a lack of meaningful conversations.

• The Shift on LinkedIn: Who's Watching?

David shares compelling stats: over 77% of LinkedIn users are now under 35, with hundreds of thousands calling themselves branding experts. 

But many real buyers are "lurkers" watching quietly and engaging only when trust is built.

• Perceptual Mapping: The Secret Weapon

This process, developed by David’s firm, reveals not only how companies are perceived externally, but also uncovers internal misalignment. 

It's a powerful tool for aligning brand voice, visual strategy, and audience targeting.

• Affordable Research for Small Teams 

Even solopreneurs can tap into meaningful insights with the right 12-person interviews. 

David explains how to conduct low-cost but high-impact market perception studies using internal and external perceptual maps.

“It doesn’t matter how good your product is. If you don’t know how people feel about it, you’re guessing in the dark.” — David Rosenberg

This isn’t just another branding conversation, it’s a wake-up call. Tune in and learn how to shift perception so you’re not just seen, you’re chosen.

Don't miss out, your next big idea could be just one episode away!

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In Episode 136 of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady welcome back a show favorite Larry Long Jr, CEO and Chief Energy Officer of LLJR Enterprises. Larry doesn't hold back. 

With a mix of energy, humor, and real talk, he calls on sellers and leaders to ditch outdated habits and build something that actually works today.

This episode hits hard on what it really takes to stand out in a world that’s constantly moving: owning your calendar, taking daily reps, and showing up with intention. 

Larry’s philosophy is simple: get clear on your purpose, stay committed, and don’t wait around for perfect conditions.

• Sales Has Changed, Stop Acting Like It Hasn’t

 “There's still dinosaurs out there, but they're extinct.” Larry doesn’t mince words. If you're still relying on tactics from 2014, you're behind. 

Making 1,000 calls a day hoping something lands isn't a strategy, it’s noise. Buyers have changed, and sellers need to catch up.

• Forget ‘Safe’, Start Being Seen

 “Your content is not creating trust.” That was Brandon’s mic drop, and Larry doubled down. Polished, lifeless messaging isn’t helping anyone. 

The people you're trying to reach want something real. Share your story, talk about your journey, and be someone worth believing in.

• Worry Isn’t the Problem, Inaction Is

 Larry says it straight: a little worry is healthy if it gets you moving. But if you’re stuck worrying without action, that’s on you. 

It's not about being flashy, it's about doing the work. 

“Let me see your calendar. Who are you meeting? What are you learning?”

• Success Comes from Reps, Not Excuses

 “You've got to get the reps in.” Larry's sports background shines through as he reminds us that success isn’t random. 

It’s about repetition, accountability, and small steps done daily. Want results? Stop hoping and start practicing.

• The JOLT Effect – Jump On Life Today

 Larry’s signature mindset is captured in one word: JOLT - Jump On Life Today. 

Why? Because waiting is a trap. 

“Tomorrow is not promised.” 

Whether it’s getting healthy for your family or building a sales rhythm that works, it starts with taking real action now.

This episode is a wake-up call for every seller who’s coasting or playing it safe. Larry reminds us: the path to being unstoppable starts with ownership. 

Don’t wait for motivation. Don’t wait for the market to shift. Build your discipline. Practice with purpose. And show up differently every single day.

Don't miss out, your next big idea could be just one episode away!

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What if your next sales hire wasn’t human?

In this episode of Mastering Modern Selling, Isabella Bedoya, Co-CEO of Infinite AI, shares how sales teams are evolving by bringing AI “employees” into the mix. 

We go beyond the hype to explore practical use cases, ethical concerns, and the new skills sales pros must master to stay competitive in this AI-enabled landscape.

Whether you’re curious, cautious, or already experimenting with AI, this episode will help you think more strategically about the future of your sales team.

1. AI Employees Are Not Just Chatbots

 Isabella defines AI employees as task-performing agents embedded in workflows, not just tools you prompt, but systems that take action automatically across SMS, email, calls, and CRM. 

Think of them as digital team members handling your follow-ups, reactivations, and more.

2. Sales Reps Won’t Be Replaced, But They Will Be Repositioned

 AI handles the mundane and repetitive. 

Human reps move into strategist roles managing AI workflows, handling complex objections, and owning the emotional intelligence required to close.

3. Scaling Outreach Without Scaling Headcount

 Instead of hiring more SDRs or BDRs, companies are using AI to nurture leads, qualify opportunities, and schedule demos. 

It's not theory, it’s happening now, and Isabella walks us through real-world use cases like post-trade-show follow-ups and digital sales assistants.

4. Trust Isn’t Lost, It’s Rebuilt Through Value

 AI can build trust when it delivers consistently valuable, fast responses. If it’s trained well, it may outperform junior reps. 

Still, Isabella emphasizes that closing deals and earning emotional buy-in remains a human function for now.

5. New Role of the Seller: Coach, Manager, Strategist

 Sales pros will soon manage a team of AI agents, much like GMs in “Moneyball.” The skills to build prompts, tweak workflows, and analyze data will be key differentiators. 

Coaching AI and being coached by it will become a real scenario in sales teams.

The rise of AI employees in sales isn’t about replacing talent, it’s about redeploying it. As Isabella says, the reps who win will be the ones who embrace these tools, build systems, and create more space for the kind of selling only humans can do.

Sales isn’t going away. It’s getting smarter.

Don't miss out, your next big idea could be just one episode away!

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In this powerhouse episode of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady are joined by JD Miller, a seasoned sales executive turned private equity advisor. 

With six successful exits under his belt, JD brings a rare blend of operational insight and boardroom savvy. 

The discussion centers on how private equity firms evaluate and scale their portfolio companies—especially in the sales and marketing domains—and what sales leaders can do today to thrive in that high-expectation environment.

• Repeatability Is the Foundation of Scale

 JD highlights that scaling isn’t just about hiring more reps, it’s about implementing repeatable, measurable systems. 

When transitioning from a founder-led sales model to a broader team, companies need to get critical knowledge out of leaders’ heads and into structured playbooks. 

This is essential when growing from five sellers to two hundred. Without repeatable processes, scale isn’t sustainable.

• Sales Leadership Must Be Fluent in Data

 Today’s top CROs are expected to lead with data. 

Whether through deep CRM analysis, conversation intelligence, or funnel metrics, modern sales leaders need to understand how to break down growth targets into tactical, trackable levers. 

JD emphasized the need for CROs to either personally embrace analytics or work closely with RevOps to translate insights into strategy.

• “SMarketing”: Sales and Marketing as a Single Engine

 JD introduced the concept of "SMarketing", a true merger of sales and marketing into one go-to-market function. 

He shared real-world examples of aligning revenue goals with both teams’ activities and discussed how metrics like sales velocity can guide joint decision-making.

Bi-weekly check-ins and shared accountability are critical to keeping both teams rowing in the same direction.

• Messaging for the Modern Buyer

 Buyers today expect a well-informed, highly personalized approach. JD stressed the importance of showing up with a point of view rooted in research, data, and empathy. 

In a volatile economy, messaging must pivot from “growth at all costs” to helping buyers reduce risk and improve efficiency. 

Sales and marketing alignment ensures these themes are consistent across every touchpoint.

• Performance Plans: Tools for Growth, Not Punishment

 In JD’s view, performance improvement plans should be part of every employee's journey, not a disciplinary action. 

He advocates for quarterly development conversations that blend short-term performance goals with long-term career aspirations. 

JD Miller’s episode is a masterclass in bridging strategy and execution in modern selling. Whether you’re a CRO in a high-growth startup, a founder looking for investment, or a marketer working closely with sales, the principles JD shares can redefine how you scale. 

By focusing on repeatable systems, cross-functional alignment, and buyer-centric messaging, you can transform your sales motion into an engine that attracts not only customers, but also investors.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Brandon Lee and Tom Burton explore the evolving world of sales and marketing in 2025. 

They focus on the strategies that are truly working in today’s fast-changing landscape and provide actionable insights on how businesses can thrive. 

From content strategy to social selling and the importance of patience, this episode is packed with thought-provoking ideas for sales professionals.

• Patience in Sales and Content Strategy

In an era where instant gratification is the norm, Brandon and Tom emphasize the importance of patience. 

Consistency in content production and strategic engagement is essential for long-term sales success. 

Sales success doesn’t happen overnight. Consistent, value-driven content and outreach, especially on platforms like LinkedIn, build relationships that will pay off down the line​.

• The Importance of Authentic Content

One of the most significant shifts in content marketing is moving away from self-promotional messaging to authentic, educational, and human-centered content. 

Both Brandon and Tom stress that creating content that shares real-life experiences, teaches valuable lessons, and offers insights is far more effective than traditional sales pitches​.

• Social Media Strategy: Evolving with LinkedIn

LinkedIn continues to be a critical platform for B2B sales, but success requires more than just posting regularly. 

Brandon highlights that engagement with others’ posts, especially with meaningful comments, plays a crucial role in increasing visibility and positioning yourself as a thought leader. 

• Live Events and Podcasts as Trust Builders

Tom shares his experience with podcasts and live shows, especially in niche industries like manufacturing and wholesale distribution. 

These platforms have proven to build trust and establish authority, even if they don’t immediately generate sales. 

The real power lies in educating and nurturing relationships over time. The more you share and contribute to the community, the more likely you are to be seen as a trusted advisor when the time comes for the prospect to make a decision​.

• The Shift from Sales Pitches to Educational Conversations

Both hosts highlight the shift in how buyers view vendors. The focus is no longer on selling products but on educating potential clients and positioning yourself as a partner who helps solve their problems. This transition, however, requires patience and a long-term mindset​.

As we head deeper into 2025, the key to success lies in building meaningful relationships, whether through social media, live events, or thoughtful content. Patience, authenticity, and a focus on educating rather than selling will set businesses apart. 

As Brandon and Tom show, modern selling isn’t about immediate returns, it’s about laying the foundation for future growth.

If you want to be our next guest and share your insights, book your preferred date from this link Be Our

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