Paul Higgins Podcast

Why you should listen

1. Chris Vaughan reveals the untapped potential of industry associations as a lead generation channel for tech consultants, including a game-changing resource that helps you instantly find the right associations for your niche.
2. Learn who to approach within associations, what marketing assets to leverage, and how to position yourself to gain access to their member directories and events—complete with practical strategies for building trust.
3. Discover why associations are actively seeking technology partners like you and how their post-COVID growth creates perfect timing for tech consultants to forge these valuable relationships.

As a tech consultant who's picked a niche and maxed out your network contacts, you're likely wondering how to tap into those perfect industry associations filled with your ideal clients. In this episode, I talk with Chris Vaughan from Sequence Consulting who brings his unique background in both tech consulting and association management to solve this exact challenge. We dive into how to find the right associations, who to approach, and what marketing assets to leverage for maximum impact. Chris reveals that most tech consultants make the mistake of leaving association partnerships as their last growth strategy when it should be one of their first—especially since associations are experiencing unprecedented growth and are actively seeking technology expertise to modernize their operations.

About Chris Vaughan

Chris Vaughan is the co-founder and Chief Strategy Officer of Sequence Consulting, where he helps associations grow membership, engagement, and revenue in ways they never thought possible. With over two decades of experience and a background in Big Strategy consulting, he has worked with some of the world’s most influential associations—AARP, American Medical Association, National Association of Realtors and many more—to drive record-breaking growth and sustainable impact. He is an expert on industry trade associations and how vendors can partner with them to grow their business.

Resources and Links

• Sequenceconsulting.com
• Chris’ LinkedIn profile
• Causeiq.com
• OceanofPDF
• Previous episode: 597 - Growth Lessons: Balancing Partners, Inbound and Outbound with Scott Hollrah
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Suggested resources

Why you should listen

1. Scott Hollrah shares his 10-year journey scaling Venn Technology from referrals to a 35-person company, revealing a winning mix of partner relationships, inbound marketing, and their new outbound strategy.
2. Discover the game-changing marketing hire that transformed their business and how giving up control allowed Scott to overcome the bottleneck of his own growth.
3. Learn practical strategies for leveraging technology partnerships without being wholly dependent on them. These strategies can help you build trust, which can lead to higher close rates and industry recognition.

As a tech consultant who's maximized your network, you're likely feeling the crunch from 2024 and wondering what else you can do to grow your business. In this episode, I talk with Scott Hollrah from Venn Technology, who shares how he's expanded beyond just referrals to build a thriving integration company. Whether you're struggling to break free from the referral ceiling or looking to diversify your lead sources, Scott's journey offers practical insights on building a marketing engine, strengthening partner relationships, and launching an effective outbound strategy. His company helps free finance and accounting professionals from tedious data tasks so they can "make it to their kid's soccer game" – and his growth approaches can help you break through your own barriers to scale.

About Scott Hollrah

Scott is the founder and CEO of Venn Technology and host of the podcast In the Thick of It. He has over 15 years of experience in the business technology industry, specializing in ERP, CRM, and accounting software solutioning. Scott founded Venn Technology in 2015 to help small and medium-sized businesses regain their time and sanity by building integrations between their more important business apps. Plus, the Venn team also implements and customizes all things Salesforce. Venn’s top priority: build solutions that free people to focus on what they’re best at. 

Resources and Links

• Venntechnology.com
• Scott’s LinkedIn profile
• Venn Technology on LinkedIn
• In the Thick of It podcast on YouTube
• Venn Technology’s YouTube channel: @venntechnology
• Venn Technology on Instagram: @venntechnology
• In The Thick of It Podcast on Instagram: @inthethickofit_podcast
• Podcast: How I Built This 
• Podcast: Acquired
• Previous episode: 596 - The Productivity System That's Adding Hours to Tech Consultants' Days
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Suggested resources

If you're drowning in emails, your task list is overflowing, and you can't find enough hours to focus on growing your business, this episode is for you. I'm sharing a game-changing productivity framework I've refined over 28 years, including my time at Coca-Cola and Franklin Covey, and now mentoring tech consultants and SaaS partners. I've seen a common pattern: brilliant minds getting bogged down by tasks that shouldn't be on their plate. No matter what strategy we agree on, if you can't find the capacity to implement it, you simply can't move the needle on your business. In this episode, I break down my "Three D's" approach (Delete, Delegate, Do) and reveal five productivity tips that have transformed how my clients manage their time and task.

Resources and Links

• Book: Build Live Give
• Previous episode: 595 - From Salesforce Insider to AppExchange Expert with Peter Ganza
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Suggested resources

Why you should listen

1. Peter shares his insider expertise as a former Salesforce employee on how to optimize your AppExchange listing to generate more quality leads and close more deals.
2. Discover why most Salesforce partners struggle with the same fundamental go-to-market problems and learn the unconventional strategies that can help you stand out from the competition.
3. Learn practical approaches to focusing your messaging, leveraging the AppExchange search algorithm, and building effective partnerships with Salesforce's marketing programs.

As a Salesforce partner, I know the dread you feel when you look at your AppExchange listing that you've neglected despite knowing it could bring in the most deals. In this episode, I talk with Peter Ganza from AppXWhisperer.com who specializes in helping ISVs and Salesforce Implementation partners get more leads (and ultimately deals) through optimized AppExchange listings. Peter shares his unique approach that goes beyond traditional SEO and marketing tactics, explaining why most partners "suck at go-to-market" and how to break away from the herd mentality. Whether you're a Salesforce partner or working with another platform, you'll learn valuable strategies for standing out in crowded marketplaces and leveraging partner directories to generate business.

About Peter Ganza

Peter Ganza has been in the B2B tech industry for over 20 years with roles in marketing, product marketing, product management and technical support.

He worked for Salesforce for 2 years as a Product Marketing Leader, building Canada's first integrated GTM program across all products and verticals. 

He now supports ISVs and 5SIs to get more leads on the app exchange. 

Resources and Links

• Appxwhisperer.com
• Peter’s LinkedIn profile
• Previous episode: 594 - Picking the Right Platform: Building and Selling an 8-Figure Amazon Agency with John Ghiorso
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources

Why you should listen

1. John Ghiorso shares his journey from freelance to building an eight-figure agency, offering invaluable lessons for anyone looking to scale their service-based business.
2. Learn effective methods for bootstrapping growth and discover high ROI activities that can transform your agency's performance.
3. Gain practical advice on leveraging platforms like LinkedIn and cold email strategies to generate leads and drive sustainable growth.

As a bootstrap service-based business owner, you may feel overwhelmed by the hard work required to reach seven or even eight figures. In this episode, I talk with John Ghiorso from Vantafive.com, who provides concrete answers to help you navigate this challenging landscape. We discuss the importance of choosing the right platform in the age of AI, effective bootstrapping strategies, and high ROI activities that can propel your business forward. Join us to learn how to work smarter, not harder, in your quest for growth.

About John Ghiorso

John founded Orca Pacific in 2018, a full-service Amazon agency. Over the following decade, he built it into one of the world’s leading Amazon and e-commerce agencies.

He then made the decision to sell Orca to Media. Monks (S4 Capital) and stayed on for three years to complete his earn out and further expand the business into the enterprise market. In 2023, he decided to retire but quickly got bored.

He is now in the process of building a new company, a venture studio that aims to launch five marketing agencies over the next two years. It already has one agency up and running, with a second close behind.

Unlike the last time around, He’ll be building in public, sharing what he learned from his last company and how he's applying those lessons to the next five.

Resources and Links

• Vantafive.com
• Influent.co
• John's LinkedIn profile
• Previous episode: 593 - The Tech Consultant's Guide to AI: What's Actually Working in 2025
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources

Are you feeling overwhelmed by the endless tasks of content creation, sales call reviews, and proposal writing? You're not alone; many tech consultants and SaaS partners face this challenge. In this episode, I’ll share how I cut my content creation time from 90 minutes to just 30 minutes a week using AI tools. You can expect practical insights on leveraging AI for efficiency, custom prompts for analyzing sales calls, and tips for involving your team in the process. Join me as we explore how to enhance your operations while maintaining the essential human touch in your business interactions.

Resources and Links

• Claude
• ChatGPT
• Rick Mulready’s AI Playbook Community
• Previous episode: 592 - AI in Tech Consulting: Future Opportunities and Threats with Keith Gutierrez
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources
• Find out more about Paul and how he can help you

Why you should listen

1. Explore the opportunities and threats that AI presents to businesses, particularly in the agency and consulting sectors.
2. Learn why transitioning to value-based pricing is crucial for maintaining profitability in an AI-driven landscape.
3. Discover how AI agents can be licensed and utilized by clients, enhancing operational efficiency and effectiveness.

Imagine facing the challenge of fully leveraging AI technology while navigating an ever-evolving landscape that seems overwhelming. In this episode, Keith Gutierrez from Modility shares his insights on how AI is reshaping the marketing and sales industry.  With over 20 years of experience, Keith discusses the opportunities and threats that AI presents, emphasizing the importance of adapting pricing strategies to remain competitive. He also highlights practical applications of AI agents, how to maximize the value of platforms like HubSpot, and the necessity of transitioning to value-based pricing to ensure profitability in this new era. Join us to discover how to navigate these challenges and harness the power of AI for your business success.

About Keith Gutierrez

Keith Gutierrez is a marketing and sales executive with over 20 years of experience in the industry. He is the co-founder and agency principal at Modgility, where he leads a team of RevOp and Inbound Marketing specialists. He is currently focused on implementing innovative AI solutions in-house and for clients. Modgility is a HubSpot Platinum Partner located in Cleveland, Ohio, USA. Keith teaches the Pipeline Generation Bootcamp for the HubSpot Academy.

Resources and Links

• Modgility.com
• Keith's LinkedIn profile
• Keith on X: @keithgutierrez
• Schedule a time with Keith
• Marketing Against the Grain Podcast
• Book: Implementing Value Pricing: A Radical Business Model for Professional Firms by Ron Baker
• Previous episode: 591 - Increase Sales Follow-Up With Your Sales AI Assistant with Isabella Bedoya
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources

Why you should listen

1. Discover how AI can automate your sales follow-up, providing a reliable alternative to human salespeople without the downsides of illness or fatigue.
2. Learn three key areas where sales AI can be implemented, along with simple exercises to assess its effectiveness for your business.
3. Understand how implementing a sales AI can significantly enhance your clients' ROI, helping them achieve better financial outcomes.

Imagine having someone handle your sales follow-up that is 100% reliable. In this episode, I chat with Isabella Bedoya from MyInfinite.ai about the transformative potential of sales AI. Isabella, a serial entrepreneur with a proven track record in AI-driven businesses, shares insights on how AI can streamline the sales process, improve efficiency, and ultimately increase revenue for businesses. We discuss the unique capabilities of sales AI, how it can be customized to fit different industries, and the importance of nurturing leads effectively.

About Isabella Bedoya 

As a serial AI entrepreneur, Isabella has built a reputation for growing AI-driven businesses to multiple six-figure revenues. With certifications as a CAIO and conversational AI expert, she has mastered the art of leveraging AI for impactful business outcomes. Her personal journey to building an organic following of 42,000 on LinkedIn, resulting in over 6 million impressions in under a year, demonstrates her ability to grow creator-led businesses in today's fast-paced AI landscape. Isabella has been mentioned in Forbes, HubSpot, Business Insider and more.

Resources and Links

• Myinfinite.ai
• Isabellabedoya.ai
• Isabella’s LinkedIn profile
• Isabella on X: @izzyAI_
• Isabella’s YouTube Channel
• Previous episode: 590 - Visual Maps and Sandboxes: Making Tech Solutions Tangible for Clients
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources

Have you ever left a sales meeting feeling uncertain whether your potential client will buy? If you've experienced clients nodding along but still feeling overwhelmed, you're not alone. In this solo episode, I share two powerful actions you can take to simplify the buying process for your clients. First, we'll explore the importance of using a visual industry map that highlights their journey and pain points. Then, I'll discuss how building an industry-specific sandbox allows clients to interact with your solution tangibly. These strategies have proven effective for tech consultants and partners across various industries, and I'm excited to help you implement them in your own sales process.

Resources and Links

• Previous episode: 589 - AI 1st business with John Munsell
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources
• Find out more about Paul and how he can help you

Why you should listen

1. Learn from the expert: John Munsell, CEO of Bizzuka, shares his extensive knowledge on implementing AI strategies that save businesses time and money.
2. Discover innovative ways to use AI in business proposals and how to foster an AI-first culture within your organization.
3. Learn valuable tips on avoiding mistakes when integrating AI into your business processes. This will help you streamline operations effectively.

Are you feeling overwhelmed with daily operations while trying to grow your business? Do you find yourself in need of a team but struggling to afford one? If you've been burned by past experiences with experts and feel trapped, you’re not alone. In this episode, I sit down with John Munsell from Bizzuka to discuss how AI can be the game-changer you need. We explore the importance of building an AI-first culture, scalable prompt engineering, and how to leverage AI to enhance business proposals. John’s insights can save you countless hours of research and help you implement effective AI strategies that truly work.

About John Munsell

John Munsell is the CEO of Bizzuka, an Inc. 5,000 company that helps businesses implement Al strategies that enable them to do two things... Save Money & Save Time.

John has helped over 600 business leaders scale their operations in just this past year utilizing his innovative Al Strategy Canvas ™ and Scalable Prompt Engineering™ methods that top universities such as LSU are making mandatory as part of their Al curriculum for their students.

As a CEO who has sold businesses of his own, John understands that to scale a company in today's age, Artificial Intelligence is the key to success...if done right.

John is passionate about helping Companies Scale Al across their organization so they can take their business to the next level in less time.

Resources and Links

• Bizzuka.com
• John's LinkedIn profile
• Get the AI Strategy Canvas here
• Get John’s book: Ingrain AI
• John’s episode on AI Explored podcast
• Previous episode: 588 - From Website Shame to Website Fame with Greg Merrilees
• Check out more episodes of The Paul Higgins Show
• Subscribe to our YouTube channel: @PaulHigginsMentoring
• The Tech Consultant’s Roadmap
• Join our newsletter
• Join the Tech Collective
• Suggested resources