In this episode, Harris asks Sam to share his thoughts on a few topics: 

• Understanding buyers: Sam tells the story of a lead that came in—an intern. Why this lead could have been considered disqualified, but he encouraged the client to take the meeting and it ended up in a meeting with the prospects' CEO. Hear the whole story in the show.
• Big vs. small companies: There's a difference between decision-making and buyers committees at companies with 10 vs. 10,000 employees. Sam shares how the focus on the person that literally signs the contract can be misguided. 
• Defining your ICP: Refine Labs has a unique process for defining an ideal customer profile. Sam sheds a little bit of light on how they think about it, and more importantly how they consider it a living document—not a static one.
• Using the CRM: When looking back, using CRM data, you can conduct win-loss analyses and expand your understanding of who the buyer and buyer's committee are. Sam also talks about leading CRMs like HubSpot.
• Human touch: Sam and Harris talk about the balance between automation and human intervention, and how high intent vs. low intent actions should weigh into how you route and respond to leads. They touch on lead scoring and using group updates as tactics to consider.
• Following up: When you have an exciting lead come in, how do you handle the follow-up to ensure the lead doesn't fall flat?
• Defining demand generation: Lastly, as leaders in the space, Sam defines demand generation from Refine Labs' perspective.

If you found this episode interesting, learn more by visiting introcrm.com

Learn About Our Guest

Refine Labs helps companies consistently launch new revenue programs, improve the buyer experience, and build a sustainable competitive advantage with Revenue R&D.

Visit Refine Labs to learn more about their work.

As VP of Demand Generation, Sam works with Refine Labs' clients to make demand generation their competitive advantage.

Find Marc Thomas on LinkedIn.