The Cheat Code & Friends

In a crowded marketplace, where there are often numerous options for B2B solutions, a strong brand is a way to rise above the noise, establish credibility, and create lasting relationships with customers and prospects. It's not just about a logo or a tagline; it's about the overall perception and reputation your startup has in the minds of your target audience. In this episode of The Cheat Code, hosts Josh Wagner and Justin Gray welcome Goldie co-founder and CEO Scott Albro. Building up a brand and leveraging it to boost leads and increase conversions was a key part of his success in growing his previous company TOPO and establishing it as a key industry player. Scott explains why his “cheat” of continually prioritizing the brand goes far beyond the artwork and why founders of B2B startups need a strong brand in today’s competitive market.

Bringing on a co-founder – let alone selecting the right person – is a monumental decision for an entrepreneur. The appeal is there, especially knowing another leader would take some responsibilities off your plate. But as you pour in time, effort, money, and emotions into your business, even minor misalignments can become big headaches (and very expensive break-ups). In today’s episode of The Cheat Code Podcast, hosts Justin Gray and Josh Wagner welcome Cable co-founder and CEO Natasha Vernier to discuss her experience adding a co-founder to grow and scale the all-in-one financial crime effectiveness testing platform. Natasha shares what motivated her to bring on a co-founder, as well as considerations and conversations she had to vet whether it was the right decision and right person. She also offers advice to other founders on building a successful co-founder working relationship, how to navigate difficult conversations and ways to stay aligned.

AdPipe’s Derek Grant has a long track record of success in sales and leading sales teams. He attributes this to his “cheat” – setting expectations and holding people accountable. Not only does setting a clear bar empower teams, it helps everyone stay on track to meet and exceed goals. But, there’s no such thing as setting and forgetting expectations. Derek and his team rely on weekly data check-ins to oversee progress and spotlight where trouble might be brewing. 

In this episode of The Cheat Code Podcast, Derek chats with hosts Josh Wagner and Sean Kester about his formative experiences at Salesforce, Pardot and Salesloft. He shares the six leading indicators his team tracks and how these help inform his coaching style to different salespeople. The group discusses how early-stage founders should establish expectations and the value in allowing employees to redeem themselves. Derek also shares actionable advice for listeners, including how founders can leverage their stories and transition from being the face of the sales process while staying involved.

Inboxes are full. People aren’t picking up the phone. There’s noise everywhere. So, how do B2B startup leaders and sales professionals differentiate themselves in the marketplace and foster meaningful connections with prospects and customers? Demandbase’s Chris Moody says it comes down to high value offers.

In this episode of The Cheat Code Podcast, hosts Justin Gray and Josh Wagner speak with Chris about educating startup founders on creating high value offers around their expertise. Chris shares why engaging and personalized interactions stand out, especially those that go beyond product knowledge and demos. They also talk through best practices, real examples and why success from high value offers usually stems from understanding the needs and pain points of their prospect and offering relevant solutions.

According to Winning By Design’s Lauren Goldstein, maintaining momentum is a key driver of success in the B2B space. She’s so certain of this that harnessing momentum has become her own personal “cheat”. It’s also sage advice she gives to B2B leaders seeking to stand out from their counterparts and propel their business forward. Lauren joins co-hosts Justin Gray and Josh Wagner on this episode of The Cheat Code Podcast to unpack the power of momentum. They discuss common “momentum killers” in business, tips for avoiding unnecessary stops and starts, and ways to maintain a continuous flow of progress. Lauren breaks down why momentum does not require non-stop grind, and why leaders should foster an encouraging company culture to boost positivity and keep team members aligned and motivated. Lauren shares how partnerships can increase momentum and impact, and help organizations achieve joint success. BONUS: Lauren is a co-founder of Women in Revenue, a 501c3 nonprofit organization which serves 7,500+ members in revenue generating roles across marketing, sales and customer success. For more information to join or get involved, visit www.womeninrevenue.org.

Building an outbound sales motion is no easy feat. B2B startups and sales teams are faced with a tsunami of questions and decisions, such as when to deploy SDRs, whether to use a full cycle sales approach, and how to navigate the complexities of outbound sales. And that’s just skimming the surface. In this episode, Justin Gray and Josh Wagner speak with David Dulany, CEO and co-founder of Tenbound, about understanding the importance of go-to-market fit, setting expectations, and leveraging data and feedback for successful outbound strategies. They also discuss navigating hiring decisions, the role of experimentation and data, and why documenting and organizing are critical to achieve scalable and repeatable sales success.

In today’s market, relationship selling has become a key driver of success. While digital tools and automation have dramatically sped up how business is conducted, the pace has led to saturation and fatigue. This is why building genuine relationships is such a critical differentiator – trust and meaningful connections matter. According to Ted Purcell, CRO at Tealium, building authentic relationships calls for focusing on the customer and giving buyers “maximum respect”. In fact, his maximum respect approach is a personal “cheat” he’s leaned on for years to propel his career forward. In this episode of The Cheat Code Podcast, Ted joins hosts Justin Gray and Josh Wagner to discuss the evolving nature of sales teams, building teams and finding the right roles in them, as well as which qualities are required to succeed in fast-paced B2B sales environments. Ted shares insights on cultivating a consultative approach, why “intentionality” matters, and why credibility is an essential trait in sales professionals. He also shares personal experiences that have directly shaped his career trajectory and leadership approach. Lastly, he explains why curiosity, passion and humility can help leaders adapt to different markets and selling environments, and forge long-lasting connections with colleagues and customers.