Episode Summary

In this episode of Sunny Side Up, host Randy Ilas interviews Gregory Callahan, Partner and Founder of Bain & Company. This episode explores the ways that companies are adapting to the new digital landscape due to COVID-19. It looks at how businesses can leverage their digital capabilities to personalize their offering and deliver leads faster. Additionally, it touches on the importance of understanding customer needs and creating an ideal customer profile, as well as providing bite-sized trials of products before purchase and leveraging independent third-party reviews to create a better customer experience. Finally, it covers how sales and marketing teams must work together to execute successful ABM strategies.

About the Guest

Greg Callahan is a Partner at Bain & Company. He works with tech-enabled businesses to help them accelerate top and bottom-line performance. Greg is also the founder and product leader for Coro Account Planning (Bain's digital account planning tool) and leads Bain's Account Planning and RevOps practices globally. In his work with Bain’s clients, Greg has developed a blueprint for getting the most yield out of your customers that have the most potential.

Connect with Gregory Callahan

Key Takeaways

 - The COVID-19 pandemic necessitated a significant pivot towards B2B marketing, with a focus on building digital capabilities.

- Traditional in-person interactions were replaced by virtual meetings and digital outreach.

- The acceleration in B2B marketing resulted in a merging of B2C marketing practices into the B2B realm.

- The importance of personalized and tailored marketing campaigns for different industries and customer segments.

- The concept of virtual sales emerged, allowing for specialized industry and product expertise to be present in customer interactions.

- Virtual selling has shown higher win rates, enabling more efficient and effective sales conversations.

- The challenge of determining the right balance between field-based and virtual sales resources.

- The significance of maintaining a positive and selling-oriented culture within organizations.

- The need for sales and marketing to work together as a cohesive system, driven by aligned incentives and open dialogue.

- The importance of focusing on high-quality leads and confronting "zombie pipe" to maximize efficiency.

- The shift towards agile sales and marketing plays is supported by a system that enables reps and teams to deliver results.

- The role of leadership involvement in bridging the gap between sales and marketing teams.

- Staying informed about the economy, industry trends, and competitor performance to better engage with customers.

- Seeking insights and perspectives from peers and industry forums to expand knowledge and test theories.

- The value of building a sales and marketing system that streamlines processes and allows for effective collaboration.

Quote

“Trust is earned, it's not just awarded. It does take time.”  – Gregory Callahan

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Episode Summary

In this episode of Sunny Side Up, host Chris Moody interviews Jessica Woodside, an experienced marketer specializing in account-based strategies. They delve into the world of internal account-based strategies and discuss Jessica's approach to multiple markets and strategic focus areas. Jessica highlights the importance of collaboration and alignment with cross-functional teams, emphasizing the value of stakeholder input and the need to report meaningful metrics that align with organizational goals. She shares insights on celebrating success, maintaining work-life balance, and finding personal fulfillment outside of work. Jessica also emphasizes the significance of failing forward and taking risks in account-based strategies. She suggests creating personalized content and leveraging brand recognition to expand visitors' understanding of their product portfolio.

About the Guest

Jessica Woodside is an experienced marketer with a diverse background in literature, dance, and an MBA in Marketing. With over 14 years of experience, she excels in creating marketing strategies that blend digital and traditional tactics, yielding measurable results for B2C and B2B brands. Apart from her professional pursuits, Jessica is an avid reader, hiker, dancer, hot yoga enthusiast, and devoted cat mom.

Key Takeaways

- Strategic focus areas are essential when approaching multiple markets in account-based strategies.

- Collaboration and alignment with cross-functional teams are crucial for success.

- Meaningful metrics and reporting are necessary to demonstrate the impact of marketing efforts.

- Celebrating success and maintaining work-life balance is important for overall well-being.

- Failing forward and taking risks are key components of successful account-based strategies.

- Personalized content and leveraging brand recognition can enhance visitor engagement.

- Creating a dedicated workspace and setting boundaries contribute to work-life balance.

- Enjoying personal passions outside of work enhances fulfillment and productivity.

- Success in account-based strategies often comes from laser-focused targeting.

- Understanding intrinsic motivation is crucial for effective marketing.

- Balancing candor and trust within teams fosters a healthy work environment.

- Embracing failure and learning from it is an integral part of growth and improvement.

- Leveraging input from stakeholders can provide valuable insights and perspectives.

- Find the people in your organization who already understand the value of marketing.

- Report out on metrics that matter to the organization and are meaningful. 

- Connect what you're reporting to actual ROI. 

- Focus on case studies for specific problems solved for end users. 

- Celebrate small wins and find traction with account-based marketing strategies

Quote

“Ultimately, you've only got one life, and you should enjoy what you do. You should be fulfilled by what you do, but it shouldn't be all that you do.” - Jessica Woodside

Recommended Resources

Books

Shout-out

Dave Gerhardt – Founder at Exit Five

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Episode Summary

In this episode of Sunny Side Up, host Chris Moody interviews Maurina Venturelli, a marketing expert, about the power of a great message and bridging the gap between B2B and B2C marketing. Maurina emphasizes the importance of aesthetics, visuals, and relatability in marketing efforts, as well as the need for personalized approaches and building relationships in account-based marketing. She shares insights on the role of offers and experiences in engaging the audience and discusses the challenges of aligning product marketing and demand generation teams. She also suggests considering an executive coach, an educator, or even a child for inspiring perspectives on leadership and marketing.

About the Guest

Maurina Venturelli was born and raised in small-town Anaconda, Montana. Shortly after graduating college, she found herself in the Bay Area. Her marketing career started in social media, creating content for HopeLab, a non-profit dedicated to social innovation at the intersection of tech and youth mental health. From there she went on to product marketing at WhitHat Security and later found her way in Demand Generation.

Connect with Maurina Venturelli

Key Takeaways

- The power of a great message and its impact on attracting an audience.

- Bridging the gap between B2B and B2C marketing for more effective strategies.

- Emphasizing aesthetics, visuals, and relatability in marketing efforts.

- The significance of personalized approaches and relationship-building in account-based marketing.

- The role of offers and experiences in engaging the audience and creating memorable experiences.

- Challenges and benefits of aligning product marketing and demand generation teams.

- The importance of trust, resolve, and shared outcomes in marketing collaborations.

- Cultivating writing talent within existing teams through inspiration from magazines and other creative sources.

- Exploring the psychology of marketing and the need for understanding and empathy in messaging and communication.

- Recognizing the value of diverse perspectives, including those of executive coaches, educators, and children, for fresh insights and inspiration.

Quote

"Change is hard, but we need to embrace the idea of diversifying the way we go to market." - Maurina Venturelli

Recommended Resources

Book

Shout-out

Kate Gigax – Founder at Development Corps

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Episode Summary

In this episode of Sunny Side Up, host Brian Hopper interviews Derek Hall, Senior Director of Solutions Engineering at ServiceTitan. They delve into the evolving dynamics between account executives and solutions engineers, highlighting the need for a value-focused approach. Derek explains the significance of adopting the Challenger Sale methodology, emphasizing the importance of teaching, tailoring, and taking control during the sales process. He emphasizes that prospects have limited time and attention, making it crucial to provide value and relevance to engage them effectively. The conversation underscores the balance between meeting customer needs and maintaining control over the sales process to convey the value story successfully. Derek also shares valuable advice he would give to his younger self, stressing the importance of embracing intellectual curiosity and continuous learning.

About the Guest

Derek Hall is the Sr. Director of Solutions Engineering at ServiceTitan. Over the last 11 years, he's worked his way from professional football player to entry-level sales development role to Sales Engineer, eventually building out the Sales Engineering org at ServiceTitan. Over the past 7 years, he's built a diverse team of 26 ICs and managers. He's also an advisor with Us In Technology, whose mission is to diversify the Tech C-Suite through mentorship and facilitating the hiring of underrepresented talent.

Connect with Derek Hall

 Key Takeaways

- The relationship between account executives and solutions engineers is evolving towards a focus on value and problem-solving.

-The Challenger Sale methodology is influential in today's sales landscape, emphasizing teaching, tailoring, and taking control.

- Prospects have limited time and attention, so providing value and relevance is crucial during interactions.

- Tailoring the message and demo content to the prospect's needs is essential for engagement and interest.

- Balancing customer needs with maintaining control over the sales process is a challenge but necessary for conveying the value story effectively.

- The Challenger Sale methodology arose from the changing sales landscape post-2008 crisis, with more stakeholders involved in the buying process.

- Successful salespeople in the new buying climate challenge prospects and provide valuable insights and tailored solutions.

- Derek recommends embracing intellectual curiosity and continuously seeking knowledge and personal growth.

- Taking statistics and science classes seriously early on can shorten the learning curve in a tech career.

- Maintaining control over the sales process while being receptive to the prospect's needs ensures a coherent and impactful value story.

- Embracing a growth mindset and continuously seeking knowledge and personal development can accelerate professional success.

- Finding inspiration from diverse sources, such as sports, can provide valuable insights into leadership, mindset, and perseverance.

Quote

“Prospects have limited time and attention. If you're not making them feel like they're getting value out of their time, they're going to disconnect.” – Derek Hall

Recommended Resources

Newsletters

Books

Shout-outs

Simon Sinek – Founder at The Curve and Simon Sinek, Inc. 

Ross Biestman – Chief Revenue Officer at ServiceTitan

Daymond John – CEO at The Shark Group
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Episode Summary

In today's rapidly evolving marketing landscape, the need for digital transformation in the financial services industry has become crucial. As customers increasingly expect seamless experiences, striking the right balance between digital and in-person services can be a challenge. In this episode, we discuss how Fifth Third Bank embraces digital transformations while prioritizing customer support and human interaction. Explore the role of marketing in driving successful digital transformations and creating impactful customer experiences.

About the Guest

Melissa is an executive vice president and chief marketing officer for Fifth Third Bancorp. She is responsible for ensuring a client-centered, digital-first approach to all areas of the Bank. She also oversees the Bank’s Enterprise Workplace Services and Corporate Communications organizations. Melissa joined Fifth Third in May 2016 and has been integral to the Bank’s transformation to thrive in the digital world. She has designed an integrated and seamless customer experience across the organization.

Connect with Melissa Stevens

Key Takeaways

- A key part of balancing digital and in-person services is to ensure that customers feel supported throughout their journey without overly relying on digital or automated solutions.

- It’s important to combine meaningful conversations with quality data, insights, and integrations to help solve customer problems more effectively and point them to the right tools and solutions. 

- Success in digital transformations requires understanding the "why," "how," and the people involved. Evaluate technology, processes, and people to make necessary adjustments and raise expectations based on customer experiences and the competitive landscape.

Quote

“It's not about marketing a product or hacking a product or service, it's about understanding those business’ needs, understanding those institutions’ needs and bringing them thought leadership, bringing them a great partnership.” – Melissa Stevens

Recommended Resources

Books: 

Shout-out

Devika Mathrani - Chief Marketing & Communications Officer (CMO) at NewYork-Presbyterian Hospital 

⁠⁠Connect with Melissa Stevens⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠ | Website

Episode Summary

In this episode of Sunny Side Up, host Chris Moody interviews Jeff White and Carman Pirie from Kula Partners, a B2B marketing agency specializing in the manufacturing industry. They delve into the unique challenges and opportunities that arise in manufacturing marketing, offering valuable insights for marketers looking to succeed in this space. Jeff and Carman discuss the varying levels of ABM maturity in manufacturing organizations, ranging from traditional inside sales setups to highly integrated CRM and ABX platforms. They emphasize the importance of brand-building activities and the need to balance them with demand-oriented campaigns for long-term success. The conversation explores the concept of intent signals and how they differ in the context of longer sales cycles, prompting the exploration of experimentation and the pitfalls of pursuing perfect attribution. The guests also touch on the coin-operated model prevalent in B2B marketing and the significance of the polarity of the sale, highlighting the need to adapt marketing and sales strategies based on buying intent. Additionally, they address the current economic landscape and discuss how manufacturing companies are navigating supply chain shifts and making investments to stay competitive.

About the Guests

Jeff White

Jeff is the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.

Connect with Jeff White

Carman Pirie

Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients. 

Connect with Carman Pirie

Key Takeaways

Quotes

"Don't think that short-term experiments alone can revolutionize your brand or leapfrog your competition. Longer-term bets on creative platforms and content have a more significant impact." - Carman Pirie

"The polarity of the sale is not always in our favor. It's important to measure activities, adapt approaches, and create engagement even when the buying intent hasn't flipped." - Jeff White

Recommended Resources

Podcasts

Books

Shout-outs

Kristin Thompson Fallon – Founding Member at Chief

Mike Nager – Business Development / Program Management at Festo Didactic

Jessica Woodside – Director of Marketing at WIKA USA

Monique Eliott – SVP, Global Brand & Communications at Schneider Electric

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Episode Summary

In this episode of Sunny Side Up, host Katherine Noonan interviews Mike Head, the Chief Revenue Officer at impact.com, discussing the revolutionization of sales strategies and best practices for modernizing the sales process. The conversation highlights several key takeaways, including the importance of delivering a delightful customer experience and meeting buyers where they are in the information-rich landscape. They emphasize the value of transparency in sales, being open about both strengths and limitations and leveraging unbiased third-party information to guide buyers. The discussion also explores strategies for navigating risk-averse buyers, aligning solutions with strategic priorities, and adapting to the current economic environment. Mike also discusses adapting messaging and positioning in uncertain times, including CFOs in the process by speaking their language, understanding customers' persona, and aligning products or solutions to their problems.

About the Guest

Mike Head is an accomplished executive with a strong background in revenue generation and strategic partnerships. Currently serving as the Chief Revenue Officer (CRO) at impact.com, he is responsible for driving overall global revenue growth for the organization. During his tenure as the Chief Partnerships Officer at impact.com, Mike played a vital role in the company's growth journey, starting as an Account Executive and progressing to the Senior Leadership team. He worked across all go-to-market functions, building teams and partnerships, shaping strategies, and contributing to exceeding $100 million in annual recurring revenue (ARR).

Connect with Mike Head

Key Takeaways 

Quote

“It's all about the buyer. It's all about the customer experience. If you can deliver a delightful experience for the customer that both get some of the information that they need and helps them see a new way of doing business, you create wins for everyone involved.”  – Mike Head

 Recommended Resources

Shout-outs

Matthew Dixon – Author and Founding Partner at DCM Insights

Chris Orlob – CEO at pclub.io

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Episode Summary

In this episode of Sunny Side Up, host Chris Moody interviews Graceanne MacDonald and Liam Moroney, co-founders of Storybook Marketing, to discuss the complexities of demand generation. They share insights and strategies for marketers to understand their buyers and create successful demand-gen campaigns. They emphasize the importance of convincing people that your product is valuable and educating them about your offerings. Outbound efforts build trust, and text messaging, and reach potential customers on a limited budget. They also discuss internal partnerships, understanding customer problems through sales conversations, content creation, conversion tracking, and storytelling for attribution. The conversation highlights the need for sales and marketing alignment, B2B marketing tactics, product maturity curves, and navigating the buying process.

About the Guests

Graceanne (Domino) MacDonald

Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds. 

Connect with Graceanne (Domino) MacDonald

Liam Moroney

Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing.

Connect with Liam Moroney

Both together and as individual marketing leaders, they’ve built teams and programs from scratch across a range of industries. You name it, they’ve seen it. Now, as Storybook, they use their combined experiences to support clients in building their best demand gen programs.

Key Takeaways

Quotes 

“Most of DemandGen is convincing people that you're worth listening to, and telling them what you do as effectively as you possibly can.” – Liam Moroney

“And I think all too often the competition for attribution leads us to get in our way and cause these sorts of off-ramps to be siloed from one another rather than pulling them all into the same umbrella.” – Graceanne (Domino) MacDonald

 Recommended Resources

 Books

Newsletters

Shout-outs

Amanda Natividad - VP of Marketing at SparkToro

Rand Fishkin – CEO of SparkToro

Katelyn Bourgoin – CEO & Lead Trainer at Customer Camp 

Connect with Graceanne (Domino) MacDonald | Connect with Liam Moroney | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn | Website | LinkedIn

In this episode of Sunny Side Up, host Brian Horvath engages in an enlightening conversation with Karen Stephens, Chief Revenue Officer at Revinate, about the role of AI and first-party data in the hospitality industry. They explore how AI is being embraced in the industry, its benefits in terms of automation and improved guest experience, and the importance of integrating AI technologies with first-party data. They also discuss the challenges hoteliers face in aggregating and leveraging data effectively, ensuring data privacy and compliance, and offering valuable recommendations for industry resources.

Karen emphasizes the necessity for hoteliers to align with evolving technology, compliance laws, and data privacy standards like GDPR. The conversation also touches on the benefits of industry partnerships for better data handling, using Revinate’s collaboration with Amazon Web Services as an example. To conclude, Karen advocates for the organization and effective utilization of data at different levels within the hospitality industry. This insightful episode offers a deep dive into the intersection of hospitality, technology, and data privacy.

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In this episode of Sunny Side Up, host Erik Blaze interviews Jay Hinman, the VP of Marketing at Vibes, a trusted mobile engagement platform for enterprise brands. They discuss the evolution of Demand Generation (Demand Gen), highlighting how it has transitioned from being seen as a cost center to a revenue center, largely due to advancements in cloud-based marketing automation platforms and the rise of Account-Based Marketing (ABM). He delves into the shift in success metrics in the field and how Vibes helps brands nurture customer relationships on mobile platforms. Jay further explores the engagement gap between email marketing and mobile app marketing and the future of mobile marketing technology. Finally, they discuss navigating economic downturns and the power of testing and learning from small successes.

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