Episode 167: Forget the Funnel, with Georgiana Laudi

forget the funnel with Georgiana Laudi

A trend that’s currently having its day in the sun is Product-Led Growth. According to our guest, it’s a fine model, but our companies need growth that’s based on a more foundational element – advocating for Customer-Led Growth.

CLG begins with creating organization-wide understanding around what experience is most appropriate for the company’s best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company. 

Our guest pioneered customer experience mapping while she was leading marketing for the Vancouver-based SaaS company Unbounce.

She has been a brand builder since 2000. In 2009, she embraced tech startups and SaaS, recognizing marketing’s pivotal role in SaaS success. In 2023 she co-authored Forget the Funnel and with her co-founder Claire Suellentrop has a consultancy that goes by the same name. 

Let’s talk to Georgiana Laudi.

People/Products/Concepts Mentioned in Show

Georgiana on Twitter/X

ACV = Average Customer Value

Clayton Christiansen’s jtbd framework

Dave McClure’s Pirate metrics

You may also like the previous episode on customer interviews with Ryan Gibson

Episode Reboot. Get the free workbook and other free resources on the FTF site.

Book’s phases and customer journey milestones combined (used with permission)

Episode 160: Do It! Selling, with David Newman

Do It Selling

If you want to learn about sales and start Googling, you quickly run across self-professed gurus, who claim to know the secret to selling. If you faithfully follow this method (available today only for a low low price), you’ll have sales success. Despite feeling a twinge of skepticism about their pitch, you’re so deep into their slick, pressure-filled pitch at this point that you pay for their books and courses…which end up being disappointing. 

Today’s guest says these gurus have put you in the Vortex of crazy. 

He doesn’t try to apply the same advice to everyone – his response reminds me of what an ancient Buddhist guru said. Well, according to a novel written a century ago by Hermann Hesse. 

There are a few men on a spiritual pilgrimage, and they reach a stage where the leader, Siddhartha, tells his followers that he must  continue on alone. His right-hand man, Govinda asks him why, “Siddhartha…spoke quietly… “Always, oh Govinda, you’ve been my friend, you’ve always walked one step behind me. Often I have thought: Won’t Govinda for once also take a step by himself, without me? Behold, now…[you] are choosing your path for yourself.”

Our guest says there’s only one sales method that works  –  the one that comes naturally to you. That refreshing take ripples through his 2023 book Do It! Selling.

David Newman has been working since 1992 to help customers land better clients, bigger deals, and higher fees. From Fortune 500 corporations to sole-practitioners, his firm has helped over 1,800 clients with their marketing, sales, and professional services. David is also the host of the highly rated podcast, The Selling Show.

David is married to the #1 most amazing woman on the planet (his words, not mine), launched two great kids into the world disguised as small adults, and has enjoyed raising some of the world’s sweetest retrievers.

People/Products/Concepts Mentioned in Show

David’s site Do It Marketing

David’s free webclass about consultancy growth 

David’s Do It MBA

1992 Movie A Few Good Mew

Brent Adamson’s The Challenger Sale

Siddhartha by Hermann Hesse

Book urges sellers not to be shy about asking questions.

Episode 159: Revenue Growth Engine, with Darrell Amy

Revenue Growth Engine

How come the companies you hear boasting about their growth rarely seem to rack up impressive growth numbers? For all those that talk the talk, very few can say they have doubled their revenue in the last 3 years. And yet, according to our guest today, by simply increasing new sales by 15%/yr and selling 15% more per year to existing clients, doubling revenue is totally achievable.

In the 27 years since he graduated with his MBA, Darrell Amy has worked  heavily in the tech sector, mainly in sales and marketing. Wanting to help a larger number of companies, in 2004 he started his own business, speaking and acting as a fractional Chief Revenue Officer. In 2020, Darrell authored Revenue Growth Engine book  How To Align Sales & Marketing To Accelerate Growth.

He is a member of the Forbes Business Council and co-chair of the Kingdom Missions Fund. Based in Arkansas, with a family that now includes a couple of grand-children, let’s go talk to Darrell Amy.  

Darrell’s personal site

Revenue Growth podcast

Selling from the Heart podcast which Darrell co-hosts 

People/Products/Concepts Mentioned in Show

Jon Ferrera of GoldMine & Nimble

Tiffani Bova

Jay Abraham

Keith Eades author of The New Solution Selling

Brent Adamson co-author of The Challenger Sale

Theodore Levitt

Seth Godin

Donald J Miller’s “Storybrand”

Episode Reboot – get Darrell’s Revenue Growth Engine audiobook free by filling out this form or by texting ‘revenue’ to 21000

Using selling, upselling, and cross-selling together gives you a flywheel of growth.

Episode 158: Stop Looking for Zebras, with Robert Smith

Stop looking for zebras

The relationship between those who generate creative work and the rest of us in revenue-related roles can be …strained. From those I’ve talked to in graphics or visual arts, being left to their lonesome makes it hard producing creative that’s exactly what the marketers and other stakeholders wanted. 

That’s one reason why I hope you listen to today’s talk with a graphic designer who wrote a guide for other graphic designers.  To help your interactions with your creative counterparts. 

The other reason is this author’s healthy outlook…on everything. I was first exposed to how zen-like he was when I met him at an event in 2017. Reading LinkedIn updates over the next few years I marveled how he did everything at his design agency, his training business and his college lecturing. When we met again (virtually) in 2020 , he talked about everything he had going on, but in that same calm tone. 

So by the time he came out with his second book this last year – “Stop Looking for Zebras”, I seized the chance to let you hear his unique viewpoint for yourself. 

Let’s go hear from our guest Robert Smith who will explain the book’s title, and much much more.

People/Products/Concepts Mentioned in Show

Robert’s firm Think-Smith

Registered Graphic Designer designation

Steven Pressfield, “Put Your Ass Where Your Heart Wants To Be

Don’t be bugged when accolades don’t come. Bryan Adams called his second album https://en.m.wikipedia.org/wiki/You_Want_It_You_Got_It but had originally wanted it called “Bryan Adams hasn’t heard of you either!”

Episode Reboot.  If you’re stuck on something creative, use Robert’s catchphrase: ‘Let it go, Picasso’

Episode 157: Revenue Acceleration Playbook, with Brent Keltner

Brent Keltner

“So, what does your company do?”

This is a simple question, which should have a simple answer. Yet whenever I’m asked it, I feel the tug to drift into a talk-track full of feature dumps. 

This, and other sales sins, lead to situations that lose potential sales. They put all of marketing’s hard work at risk of going to waste. Meticulously-crafted content, research on ICPs and  intent-based campaigns aimed at key Accounts can all be for naught if sales doesn’t have a game-plan for their conversation with the prospect.

It is at this point that companies seek the help of our guest 

After getting his Ph.D. at Stanford Brent Keltner spent ten years as a social scientist at the RAND Corporation. 

While he liked using his academic training, he looked for places his knowledge could be more practically applied.  Jumping to enterprise and early stage companies, he found gaps in their revenue function. But also found he could get sales teams unstuck from specific challenges with a bit of theoretical modeling. 

After more than a decade of experience as a revenue leader, he founded Winalytics LLC, a go-to-market and revenue consultancy whose clients include DealerRater, Lexmark, and Ascend Learning. He continued developing his list of situations and corresponding plays, which led to the publishing of his collection of The Revenue Acceleration Playbook which Brent came out with in 2022. 

People/Products/Concepts Mentioned in Show

Brent on LinkedIn

Salesforce

Author Todd Caponi

Author Neil Rackham

Buyer First, by Carol Mahoney

Marcus Sheridan books

Socratic method

Episode Reboot. 

Brent freely offers the first chapter of the book at AuthenticityWins.com

Episode 156: The Automatic Marketing Machine, with Danny Decker

Automatic Marketing Machine

In this episode, I spoke with Danny Decker about the book he co-wrote with RJon Robins, “The Automatic Marketing Machine” which came out in 2022. The book combines direct marketing, nurturing emails and retention tactics to form a sustainable supply of ready-to-buy leads.

Danny Decker spent most of his childhood in West Africa, where his parents were missionaries. When he was young, he saw people spending a large portion of their day getting water. In a similar way, businesses struggle to get a steady supply of prospects, even though leads are as important to business owners as water.  In their frantic bid to fill their funnel, they commit random acts of marketing, looking to Danny just like the villagers that he once watched use up precious energy, spending much of their time on just subsisting.

He is based in Huntersville, NC with his wife, two kids, and a hyperactive German shepherd. Through the Automatic Marketing Agency, Danny now shows businesses how to secure their prospect-supply by building marketing systems that work to help businesses reach their full potential. 

People/Products/Concepts Mentioned in Show

The Automatic Marketing Machine book

Danny on LinkedIn

Danny Decker Marketing

Danny’s Podcast (2018-2021)

Unbounce

Building a Storybrand book by Donald Miller

Episode Reboot. 

The five-step marketing automation email sequence: 

  1. Instant response, delivering the resource that the prospect requested. (This is the email we’ve already reviewed earlier in this chapter.)
  2. Send two days after the first email, following up to ensure the prospect got the resource, asking if they have any questions, and providing a link to schedule their appointment or visit your store.
  3. Send three days later, offering another piece of helpful content such as a blog entry or a video. Also include a link to schedule their visit to your location.
  4. Send three days later, sharing testimonials and success stories designed to help the prospect begin to create a vision for how much better life could look once they purchase your products or services. Include a link to schedule their visit.
  5. Send three days later, sharing a blog, infographic, article, or video that will be helpful to the prospect. And include a link to schedule their visit.

As a follow up, add the prospect to your main mailing list.

Episode 155: AdScam, with Bob Hoffman

AdScam, with Bob Hoffman

My guest believes that online advertising gave birth to one of history’s greatest frauds, and has become a threat to democracy. That’s right. It’s actually the subtitle of a 2022 book he wrote called AdScam.  

It is the basis for our talk, which looks critically and conscientiously at the unsavory side of digital marketing. 

He’s not some advertising outsider wagging his finger at the industry. Bob Hoffman has been the CEO of two independent agencies and led a major international agency’s US operations. He has written numerous books, including “Bad Men” and “Marketers Are From Mars, Consumers Are From New Jersey.” 

Nicknamed the “Ad Contrarian,” his writings under that name caused Business Insider to recognize it as one of the world’s leading blogs about marketing. He has been honored as the Ad Person of the Year by the San Francisco Advertising Club and served as part of the Advertising and Marketing International Network and the California Academy of Sciences. In short, he knows what he’s talking about when he says there is something  wrong with advertising. 

He and I both agree that there is a war between the privacy-side and the surveillance-side proponents here. And  it’s unclear how this dichotomy we’re in is going to be resolved. I will say that his solution for how to fix this – to eliminate all tracking – is harsher than mine. I’d like to end up with some arrangement where buyers receive advertising that gets close to feeling personalized, but that doesn’t track them without their consent.

People/Products/Concepts Mentioned in Show

Bob’s original AdContrarian blog

Bob’s website

Bob’s LinkedIn profile with details on his company, Type A Group

Association of National Advertisers

Stephane Hamel

Oxford philosopher James Williams

Episode 154: Masterful Marketing, with Lisa Larter

Masterful Marketing Lisa Larter

Throughout  our youth we are subtly encouraged to fit into our surroundings, staying on the expected path of taking our studies as far as we can before getting a job. Today’s guest didn’t do that, dropping out of high school to go work in the retail sector. 

Because she was a go-getter, she was recruited in 1997 to join in a retail experiment by a telecom carrier. At that time, cellphones were exclusively a corporate thing; they were seeing whether there could be a consumer market for them. That turned out to be a great money-making opportunity. 

That led to her owning her own physical store called Parlez Wireless, that operated as an authorized dealer for that carrier. She sold the franchise six years later and since then she has been providing consulting support to other businesses in Service and Retail sectors, as well as Speakers, Consultants and Authors.

After hearing the unconventional path she took, you can see why her philosophy on marketing isn’t the same as everyone else. She believes using those old tired ways yields merely mediocre results, and she wants companies to do better than that. So  she teamed up with Alan Weiss  in 2022 to write her second book. “Masterful Marketing” 

I first met her a dozen years ago at a Podcasters Across Borders conference and I’m so glad to have you join me to hear from Lisa Larter.

People/Products/Concepts Mentioned in Show

Lisa Larter Consulting

Lisa on LinkedIn

Colleen Francis

Greta Bloskie

Co-authors Weiss & Larter

Episode 147: Grow your market by going on stage, with Majeed Mogharreban

Majeed Mogharreban

Small-to-mid-sized businesses make up half of the economy. When surveys are done on why one company is chosen over another, buyers most-commonly cite the people as the main factor why they buy from them. 

It’s great that the founders or select team members are known by those buyers. But what about those who don’t know them? How can they get a wider circle to know about their expertise and how excellent they are at what they do? 

The vehicle that my guest believes does this better than anything else is public speaking. 

Majeed Mogharreban is a professional speaker, world traveler, and founder of ExpertSpeaker.com. Holding professional speaking status for 10 years, Majeed has worked with the United Nations, Fairtrade, celebrities, politicians, Olympic medal winners, CEOs, and top entrepreneurs to give speeches and tell stories that change the world. 

He is the author of the international best-seller  “Expert Speaker: 5 Steps To Grow Your Business With Public Speaking”

He is the highest-rated trainer in the world at Learning Tree International. Majeed resides in Quebec, Canada.

People/Products/Concepts Mentioned in Show

Majeed on LinkedIn

Majeed on Twitter

Majeed on Instagram

Majeed is on TikTok

Expert speaker podcast

Episode Reboot. 

Get the free Expert Speaker Book or get time on his calendar

Episode 143: Not Another Pair of Shoes, with Alexander Novicov

Alexander Novicov

As my eldest son has been in university, he’s worked part-time at a sporting goods store. The section he works in is the category-leader in the store – as you can probably guess – it’s shoes.

Need to admit that I’m not that into shoes. 

I am fascinated by the conversations my son has with customers when it comes to shoes. They not only talk about the design features of a specific shoe. They also chat about the athletes who’ve worn it or collaborated with the  brand to design it. They bring up details about how that athlete signed with the shoe company, the battling that went on between that brand and other companies to win the athlete’s endorsement. 

Clearly when people buy shoes for exercising or training for something, they aren’t just going after ergonomics.   

This back-story on the brand’s struggles matters to them, as if they’ll only wear a brand that works as hard as they do in staying fit or competing in sports. 

This bond clearly applies to shoes, but it obviously reaches to many other types of brands too. 

It’s good for products to have a strong brand message and proof-points of their value, but the true winners are those that connect their story to the customers’ internal values, or that give the customer a transformational experience. 

Today I’m talking with someone who works with what he calls  ‘meaningful’  brands, producing their media creative in a way that resonates with buyers. Fittingly, the name of his London-based boutique agency is ‘Way’

My  guest is a public speaker, an ultra marathon-runner, podcaster, skydiver and minimalist.  In 2021, he released the book we’re talking about today: “Not Another Pair of Shoes”

Let’s talk with Alexander Novicov

People/Products/Concepts Mentioned in Show

Seth Godin

Dyson

EpictetusAlexander’s link to obtain a Free Chapter of the book.