Kathleen Booth on Professional Communities and Marketing and Sales Alignment - Industrial Growth Institute Podcast Episode 12 Summary In Episode 12 of the Industrial Growth Institute Podcast, host Ed Marsh and guest Kathleen Booth discuss the role of community in personal and professional development, as well as organizational success. Boil it all down into a couple key quotes that convey Kathleen's commitment to communities: "Community is the new Google." "Community is the roadmap to all the stuff you need to figure out." "Community is the support system for go-to-market executives." "You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community." They highlight the importance of having a different perspective and a supportive community to overcome mindset barriers in industrial revenue growth. Kathleen shares her journey from being the founder and CEO of a digital marketing agency to her current role as SVP of Marketing and Growth at Pavilion. They also discuss: the value of community in learning, problem-solving, and finding opportunitiesthe need for continuous learning and the importance of surrounding oneself with smart and experienced individualsimportance of community and continuous learning in the fast-paced world of marketingneed for marketers to surround themselves with peers who are further along and have more knowledge, as well as the value of participating in communities as part of the jobthe rise of AI and the erosion of trust in informationimportance of marketing and sales alignmentneed for a relationship-led approach to marketing. Kathleen shares her insights on the future of marketing, including the emphasis on original research and data, authenticity, and unique points of view. She also highlights the potential of AI and the concerns surrounding its misuse. Finally, she encourages industrials to focus on building relationships, trust, and reducing friction in the buying process. Takeaways Having a supportive community and a different perspective is crucial for overcoming mindset barriers in industrial revenue growth.Continuous learning and surrounding oneself with smart and experienced individuals are key to personal and professional development.Community provides valuable resources, insights, and solutions for learning, problem-solving, and finding opportunities.Community is the new Google, as people increasingly rely on their communities for trustworthy information and recommendations.Being part of a community helps alleviate imposter syndrome and provides a support system for go-to-market executives.Community is essential for staying up-to-date with the rapidly changing landscape of marketing and sales.Community fosters collaboration, accountability, and personal growth, leading to individual and organizational success. Surround yourself with peers who are further along and have more knowledge to keep pace with the fast-changing marketing landscape.Participating in communities is essential for personal growth and staying ahead of best practices.AI has the potential to erode trust in information, and its misuse is a concern that needs to be addressed.Marketing and sales alignment is crucial for revenue growth, and it requires good communication, shared metrics, and a focus on the company's success.The future of marketing lies in original research and data, authenticity, and unique points of view.Building relationships, trust, and reducing friction in the buying process should be the focus for industrials. Takeaway Quotes from Kathleen Booth "Community is the new Google.""Community is the roadmap to all the stuff you need to figure out.""Community is the support system for go-to-market executives.""You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community.""AI is great, but it's also very dangerous in the sense that it's eroding our trust." Check out Kathleen's website LinkedIn: Kathleen Booth and Ed Marsh  Twitter: Kathleen Booth and Ed Marsh Instagram: Kathleen Booth and Ed Marsh YouTube:   @EdMarsh    Show Transcript    Chapters 00:00 Introduction and Mindset Barriers in Industrial Revenue Growth 14:50 Kathleen's Career Journey and the Importance of Community 30:13 Pavilion: Serving the Go-to-Market Leadership Team 37:21 The Importance of Community and Continuous Learning 43:54 Measuring Results and Avoiding Infighting 51:42 The Value of Participating in Communities 59:57 Marketing and Sales Alignment: Effective Communication 01:08:03 The Biggest Opportunity: AI and Human Connection   #SalesAndMarketingAlignment #ManufacturingMarketing #IndustrialMarketing #B2BSales #Community #IndustrialSales #ComplexSales #ProfessionalCommunity #CommunityIsTheNewGoogle

Scott MacKenzie on the Business Development Power of Podcasting - Industrial Growth Institute Podcast Episode 11 Summary Scott MacKenzie is the founder of Industrial Talk, an innovative and disruptive business that he founded after taking a company public, retiring, and wanting to do something fun. But the business builds on a crucial discovery he made when he was running a staffing agency. It was a tough, competitive market in which he had difficulty differentiating his offering from others. Until he struck upon the idea of creating a podcast through which he could reach prospects and provide resources for the market as well. Our conversation covers: importance of marketing and media in the industrial sectorScott's journey from a background in operations to becoming a marketing and salespersonpower of content and media in building relationships and trust with customershow he uses media as a prospecting toolScott's super-efficient workflow and automation strategiesimportance of diversifying revenue streamshis business model, including speaking engagements, training, content development, and white-label servicesthe importance of aligning marketing and salesbest and worst practices at trade showshis Superbowl performance!insights into the integration of marketing and sales and the role they play in revenue growthexciting opportunities for business and offering guidance for industrial manufacturers. Takeaways Marketing and media are crucial for industrial companies to build relationships and trust with customers.Content creation and media can be used as effective prospecting tools.Building relationships through conversations and storytelling is key to successful marketing.Efficient workflows and automation can streamline content creation and distribution.Diversifying revenue streams is important for long-term business success.Aligning marketing and sales is crucial for business success.Trade shows require effective follow-up strategies to maximize impact.Content development should be tailored to address customer problems and provide value.The integration of marketing and sales is essential in the modern buying journey. Check out Scott's website LinkedIn: Scott MacKenzie and Ed Marsh  Twitter: Scott MacKenzie and Ed Marsh Instagram: Ed Marsh YouTube:  @IndustrialTalk  and  @EdMarsh    Show Transcript    Chapters 00:00 Introduction and Background 04:15 Transition to Marketing and Media 08:13 The Importance of Marketing in the Industrial Sector 11:18 Shift from Operations to Marketing 16:38 The Power of Content and Media 23:55 Extracting Stories and Getting People to Talk 25:56 Efficient Workflow and Automation 31:47 Diversified Revenue Streams 38:25 Overview of Scott MacKenzie's Business Model 39:18 Speaking Engagements and Training 40:44 Content Development and Industrial Academy 42:46 Best and Worst Practices at Trade Shows 46:07 Maximizing Impact at Trade Shows 48:19 Scott MacKenzie's Hobbies and Fun Activities 51:40 Scott MacKenzie's White Label Services 54:14 The Importance of Aligning Marketing and Sales 56:49 The Role of Marketing and Sales in the Buying Journey 01:00:25 The Integration of Marketing and Sales 01:02:27 The Role of Marketing and Sales in Revenue Growth 01:05:11 Exciting Opportunities for Business 01:09:36 How to Contact Scott MacKenzie 01:10:05 Scott MacKenzie's Guidance for Industrial Manufacturers   #podcast #BusinessDevelopment #Prospecting #LeadGeneration #TradeShows #Broadcasting #SalesLeads #Coldcall #Media #ManufacturingMarketing #IndustrialSales #B2BSales #IndustrialMarketing #Innovation #CompetitiveBusiness #Differentiation

Trista Morrison Talks Strategic Communications, Strategy and Boards - Industrial Growth Institute Podcast Episode 10 Summary Trista Morrison, a seasoned bio-pharmaceutical executive, started her career as a biologist and journalist. In this episode she discusses the intersection of communications and strategy in the industrial growth context. Trista emphasizes the importance of understanding the company's vision, mission, and strategy in order to effectively communicate with various audiences. She explores the concept of story making, which involves aligning communications with the company's strategy and purpose and highlights the significance of the 'so what' factor in storytelling. The conversation also touches on: Trista's perspective as an independent directorthe need to convey the impact and value of products or servicesrole of communications in internal engagement and the importance of prioritizing different audiences based on business needscontent creation requires discipline and the ability to overcome writer's blockpositioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interestsdifferentiating strategy and execution, and communications should support corporate goalsa dedicated communications function depends on the size and needs of the companyrole of consultants and agencies can provide strategic guidance and execution supportimpact of AI on communications will vary depending on the industry and its sensitivitiescrafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channelsBoy scouts, hobbies, reading and dogs Takeaways Communications is a forcing function for strategy, as it prompts companies to define their approach and philosophy on various topics.Story making is an important aspect of communications, as it involves aligning communications with the company's strategy and purpose.The 'so what' factor is crucial in storytelling, as it helps convey the impact and value of products or services.Communications plays a vital role in internal engagement, ensuring that employees have the information they need to make decisions aligned with the company's vision and strategy.Prioritizing different audiences based on business needs is essential, as it allows companies to effectively communicate with the right stakeholders at the right time. Communications should always be respectful and considerate of the audience.Overcoming writer's block requires discipline and setting a timer to get startedPositioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interestsStrategy and execution should be clearly differentiated, and communications should support corporate goalsThe need for a dedicated communications function depends on the size and needs of the companyConsultants and agencies can provide strategic guidance and execution supportThe impact of AI on communications depends on the industry and its sensitivities.Crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels.Transparency and authenticity are key in communicating the company's story and values to potential employees.Resources for learning about communications include organizations like PRSA and NRI, as well as seminars and courses.Communications is a critical function in setting and achieving corporate goals. Trista's website LinkedIn: Trista Morrison and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: Ed Marsh Show Transcript 00:00 Introduction and Overview 09:05 Communications as a Forcing Function for Strategy 25:55 The Importance of Storytelling in Industrial Growth 28:09 Internal Engagement: Communicating the Company's Vision 30:29 Prioritizing Audiences for Effective Communication 33:04 Respectful Communications 34:37 Overcoming Writer's Block 35:04 Content Creation Strategies 36:28 Positioning as Industry Experts 45:15 Differentiating Strategy and Execution 49:26 Communications Supporting Corporate Goals 55:03 Considerations for a Dedicated Communications Function 01:02:19 The Impact of AI on Communications 01:03:40 Crafting Communications to Attract and Retain Talent 01:08:00 Resources for Learning about Communications 01:10:20 The Reputational Risk of Unethical Decisions in Business Communications 01:12:10 Building Authentic Relationships with Customers 01:17:25 The Critical Role of Communications in Setting and Achieving Corporate Goals #podcast #Communications #StrategicCommunications #Strategy #BoardDirector #Biotech #Journalism #Marketing #ContentMarketing #PublicRelations

Mario Trafficante on Athletes in Sales & Managing Sales KPIs: Industrial Growth Insitute Podcast Episode 9 Summary In Episode 9, host Ed Marsh interviews Mario Trafficante, a former NCAA hockey player, and an expert in technology optimization and sales. Mario shares his background and expertise in B2B sales and discusses the importance of routine, discipline, and constant improvement in his personal and professional life. The conversation covers many topics including: the connection between hockey and saleshis career transition from finance to sales and the value of a finance background in enterprise salesattributes of collegiate athletes that excel in sales and the role of competitiveness in driving sales performanceperspectives on sales managementvalue of team sports in developing a competitive nature and camaraderie among salespeopledifferent sales methodologies and the importance of tailoring them to individual salespeoplethe role of compensation in driving sales results and the need for a balance between earning potential and company goals. Mario highlights the significance of activity and quality conversations in sales, as well as the importance of coaching and developing sales reps. He also discusses the challenges of managing underperforming sales reps and the need for accountability. Mario shares his perspective on effective pipeline reviews, avoiding deals that end in no decision, and the role of marketing in supporting sales. He concludes by discussing the future of sales and the importance of personal interaction in a world driven by technology. Takeaways #TeamSports can help #salespeople tap into their competitive nature and create camaraderie.#SalesMethodologies should be tailored to individual salespeople and their strengths.#Compensation plays a crucial role in driving #SalesResults, and a balance must be struck between earning potential and company goals.Activity and quality conversations are key metrics to track in sales.Coaching and developing sales reps is essential for their success.Managing underperforming sales reps requires a case-by-case approach and providing support through #PerformanceImprovementPlans (PIPs).Effective #PipelineReviews involve digging into the details of deals and providing guidance to move them forward.Avoiding deals that end in no decision requires asking the right questions and understanding the customer's needs.Marketing should focus on providing qualified leads and creating tailored, focused events to engage customers.#SalesEnablement tools should support personalized, intimate conversations with customers.Personal interaction and building relationships are still crucial in sales, despite advancements in technology.#AI will have a significant impact on sales, but human interaction will remain essential.Continuing education in sales is important, and learning from various sources, such as military books, can provide valuable insights.Success in #ComplexSales requires knowledge, courtesy, curiosity, and #accountability. Check out Mario's website LinkedIn: Mario Trafficante and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube:  @EdMarsh    Show Transcript   Guide to Episode 00:00 Introduction and Overview 00:29 Mario Trafficante's Background and Expertise 05:03 The Importance of Routine and Discipline 06:49 The Connection Between Hockey and Sales 13:09 The Value of Finance Background in Enterprise Sales 15:08 Direct Sales vs. Channel Sales 21:46 Transitioning from Sales Rep to Sales Manager 23:13 Maintaining Relationships and Losing Friends as a Sales Manager 25:42 The Role of Sales Managers in Company Success 27:13 Attributes of Collegiate Athletes that Excel in Sales 29:33 Selling to Manufacturing, Food, and Logistics Industries 31:15 The Importance of Prospecting and Discipline 35:06 The Role of Competitiveness in Sales 36:20 The Value of Team Sports in Sales 38:09 Sales Methodologies and Training 40:13 The Role of Compensation in Driving Sales Results 43:52 The Importance of Activity and Quality Conversations in Sales 46:47 Managing Underperforming Sales Reps 50:14 Effective Pipeline Reviews 53:03 Avoiding Deals that End in No Decision 55:46 Coaching and Developing Sales Reps 58:07 Marketing's Understanding of Sales 59:43 Sales Enablement Tools 01:03:01 The Importance of Personal Interaction in Sales 01:05:11 The Future of Sales and AI 01:08:19 Keys to Success in Complex Sales #podcast #hockey #salescoaching #salesmanagement #salesKPIs #athletesinsales #ncaahockey #managedservices #b2bsales #industrialsales #salesmetrics

Jeff Cross on Industrial Media and Publishing: Industrial Growth Insitute Podcast Episode 8 Summary Ed Marsh is joined by Jeff Cross, the media director of ISSA, the Industrial Cleaning Trade Association for Episode 8 of the Industrial Growth Institute. Jeff shares his career journey and how he transitioned from journalist to owning a cleaning and restoration firm to later becoming a content creation machine. Jeff discusses the importance of content marketing and the editorial ethos of  @ISSAMediaTV 's media brands and touches on the misconceptions about industrial cleaning and the value of cleanliness in the #IndustrialManufacturing space. He provides insights on starting and maintaining a content creation effort, as well as the role of #LinkedIn groups in promoting content and the importance of incremental wins in #ContentMarketing. The conversation takes many turns as Jeff shares practical insights on finding valuable information, optimizing engagement with #TradeAssociations, making #TradeShows more effective, hiring journalists for content marketing, workflow, and time management, remote work and team collaboration, the role of #AI in #ContentCreation, and adding a publishing function to a B2B company. Takeaways Content marketing is an effective way to promote a brand and provide solutions to industry pain points.Creating a publishing brand requires focusing on a specialty and providing valuable content to the target audience.Publishing content outside of core expertise is possible by soliciting outside expertise, conducting interviews, and facilitating the exchange of information.LinkedIn groups can still have value, but moderation is necessary to filter out promotional content.Incremental wins in content marketing, such as reaching a targeted audience, are more important than aiming for viral success. Stay informed by listening to #podcasts, reading blogs, and watching videos related to your industry.Engage with trade associations to network and learn from others in your industry.Make trade shows more effective by being engaging, personable, and interested in others.Consider hiring #journalists for content marketing to bring a journalistic approach and storytelling skills to your company's content.Manage your time effectively and create a workflow that allows for consistent content creation.Embrace remote work and leverage technology to collaborate with your team.Be cautious and intentional when using AI in content creation, ensuring authenticity and transparency. Check out Jeff's website LinkedIn: Jeff Cross and Ed Marsh Twitter: Jeff Cross and Ed Marsh Instagram: Ed Marsh YouTube:  @ISSAMediaTV  and  @EdMarsh  Show Transcript 00:00 Introduction and Background 02:28 Jeff's Career Journey 06:19 Transition to Content Creation 08:36 Editorial Ethos 12:15 About ISSA 13:32 Misunderstandings about Industrial Cleaning 15:12 Importance of Cleanliness in Industrial Manufacturing 19:43 Starting and Maintaining a Content Creation Effort 25:07 Creating Content Outside of Core Expertise 28:09 Publishing vs. Content Marketing 31:25 Value of LinkedIn Groups 32:41 Importance of Incremental Wins 33:01 Finding Valuable Information 35:08 The Value of Listening to Podcasts 36:19 Optimizing Engagement with Trade Associations 39:28 Making Trade Shows More Effective 40:52 Hiring Journalists for Content Marketing 44:27 Workflow and Time Management 46:31 Remote Work and Team Collaboration 48:46 The Role of AI in Content Creation 52:59 The Concerns and Excitement around AI 57:53 Connecting with Jeff Cross 01:00:18 Adding a Publishing Function to a B2B Company #podcast #IndustrialMedia #MediaAndPublishing #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #MarketingVideo #VideoMarketing #Podcasting #ContentMarketing #InboundMarketing #PublishingCompany #MediaPublishing #ContentPublishing #ContentPromotion #ContentDistribution #ContentChannels #JeffCross #ISSA #Journalist #Journalism #ManufacturingJournalism #IndustrialCleaning #BuildingServiceContractors #VideoProduction #TradeJournal #TradeShows #TradeAssociation #ISSA

Industrial Marketing for Manufacturers Built Right - Terri Hoffman riffs on NCAA athletics, accountability, strategy, and even UTVs and wine - all on Industrial Growth Institute Episode 7 Summary In Episode 7 of the Industrial Growth Institute Podcast, Terri Hoffman, founder and CEO of Marketing Refresh, joins Ed Marsh to discuss industrial marketing for manufacturers. Terri simplifies industrial marketing by focusing on making it easy for clients' target buyers to find and engage with them online. She brings 30 years of marketing experience, including working in-house, as a consultant, and now on the agency side. Terri's background as a former NCAA athlete and her engineering mindset contribute to her unique perspective on marketing. She emphasizes the importance of accountability and doing what you say you're going to do in business. Terry's agency, Marketing Refresh, specializes in helping B2B industrial brands generate leads and navigate the digital landscape. The conversation explores: the importance of accessibility and convenience in customer experiencechallenges of bridging the gap in vocabulary between marketers and clientsevolving roles of marketing and sales in the industrial spaceimpact of #AI on marketingsignificance of branding in the industrial manufacturing sectorbudget allocation for marketing Terri & Ed dive deep into the importance of digital marketing for industrial manufacturers including: changing buyer's journeyrole of marketing in driving growthneed for strategy over tacticsimportance of data and reporting and Terri's partnership with Databoxthe need for companies to embrace digital marketing and close the knowledge gap between what is possible and what is understoodthe importance of boards of directors having a deep understanding of contemporary sales and marketing Takeaways #IndustrialMarketingForManufacturers is about making it easy for target buyers to find and engage with a company online.#Accountability and doing what you say you're going to do are crucial in marketing and business.How being an #NCAAWomensBasketball captain and engineering student contribute to her unique perspective on marketing.#DigitalMarketing has changed the expectations of #B2Bbuyers, who now expect the same convenience and accessibility as in B2C experiences.Qualitative research and understanding the exact words and experiences of buyers can provide valuable insights for marketing strategies.Focus on the fundamentals and provide a great customer experience.The roles of marketing and sales are evolving, with more overlap and the need for digital skills in both areas.AI can enhance decision-making and efficiency in marketing, but it cannot replace human creativity and understanding.Branding is important in the industrial manufacturing sector, both visually and in terms of messaging and value proposition.Budget allocation for marketing in the middle market industrial manufacturing sector can range from 3% to 8% of revenue, depending on factors like company stage and goals.Shifting resources from sales to marketing can be a strategic move to optimize revenue growth and improve marketing capabilities.Strategy is more important than tactics when it comes to marketing.Data and reporting are essential for measuring the effectiveness of marketing efforts and making informed decisions. Check out Terri's website LinkedIn: Terri Hoffman and Ed Marsh Twitter: Ed Marsh  Instagram: Ed Marsh  YouTube:  @MarketingRefresh  &  @EdMarsh  Show Transcript  00:00 Simplifying Industrial Marketing 04:18 The Power of Accountability 05:30 The Unique Perspective of an NCAA Athlete and Engineer 09:07 The Changing Expectations of B2B Buyers 13:16 The Value of Qualitative Research 32:03 The Evolving Roles of Marketing and Sales in the Industrial Space 35:38 The Significance of #Branding in the Industrial Manufacturing Sector 46:35 Budget Allocation for Marketing in the Middle Market Industrial Manufacturing Sector 58:02 Shifting the Resource Pool between #SalesAndMarketing 59:09 The Possibilities of #Ecommerce Platforms 01:01:16 Differentiating #MarketingStrategy and Tactics 01:02:05 Prioritizing the Right Marketing Initiatives 01:03:06 The Importance of Strategy in Marketing 01:14:42 Focusing on Business Outcomes Rather Than Product Specs 01:19:02 Automating #SalesProcesses for Efficiency 01:24:29 Closing the Knowledge Gap and Embracing   #DigitalMarketing #InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #IndustrialGrowthInstitute #IndustrialMarketingForManufacturers #MarketingRefresh #OverallRevenueEffectiveness #TerriHoffman

From Single Mom and Struggling Waitress to Sales Trainer & Author - Carole Mahoney on Industrial Growth Institute Episode 6 Summary In this episode, Ed Marsh interviews Carol Mahoney, a sales trainer and coach, about her journey through personal and business frustrations, the critical role of B2B Sales Managers, and the importance of mindset in sales success.   Carol shares her personal background growing up in a family of entrepreneurs and her initial belief that marketing would eliminate the need for sales. However, after facing challenges in her own business, she realized the importance of sales and the need to change her mindset.   Carol digs deep into evolving B2B Sales: emphasizing the need to challenge buyers' thinking and build trust by asking tough questionscoexistence of sales and marketing and the importance of aligning the sales process with the buyer's journeythe launch of her book and the buzz surrounding itimportance of relevance to different audiencesneed for salespeople to understand the current state of sales and the importance of collaborative sellingimpact of technology on the buyer experience and how it can be used to enhance or hinder the sales processinsights on selling to buying teams and managing changeimportance of sales managers in driving behavioral change and supporting their teamsrole of coaching and role-playing in sales training and the ideal span of control for sales managersinvolvement in sales communities and her mission to increase the representation of women in salesorigin of her company, Unbound Growthfinal advice for sales professionals.   Takeaways The transition from marketing to sales requires a mindset shift and a willingness to challenge buyers' thinking.Self-limiting beliefs, such as the need for approval, can hinder sales success. It is important to replace these beliefs with positive and empowering ones.Sales and marketing should collaborate and align their efforts to effectively engage buyers throughout the buying journey.Key performance indicators (KPIs) for industrial companies include click-through rates, sales-qualified leads, velocity in the sales pipeline, average order rates, and involvement of key stakeholders in deals.Sales enablement content should address buyers' concerns and objections to lower the likelihood of no decision due to fear of making the wrong decision. Sales managers play a crucial role in driving behavioral change and supporting their teams.Coaching and role-playing are essential for effective sales training.Sales communities provide valuable opportunities for collaboration and learning.Increasing the representation of women in sales can lead to diverse perspectives and improved outcomes.Continuous learning and personal development are key to success in sales. Check out Carole's website - https://www.unboundgrowth.com/ LinkedIn: Carole Mahoney & Ed Marsh Twitter: Carole Mahoney & Ed Marsh Instagram: Carole Mahoney & Ed Marsh YouTube: Carole Mahoney & Ed Marsh Show Transcript  Learn about Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth #InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #RickRoberge #CaroleMahoney #UnboundGrowth #SalesCoaching #SalesRolePlaying Chapters 00:00 Introduction and Background 01:08 Early Entrepreneurial Spirit 03:21 Impact of the 2007 Financial Crisis 04:30 Struggles with Sales Training 05:23 Challenges with Closing Deals 06:25 The Need for Mindset Change 07:11 Replacing Self-Limiting Beliefs 08:07 The Importance of Mindset in Sales 09:45 The Need for Tough Questions 10:37 The Impact of Negative Sales Mindsets 11:58 The Influence of Leadership Mindsets 12:19 The Importance of Buyer Perspective 13:31 Replacing Self-Limiting Beliefs 15:10 The Role of Sales and Marketing 18:29 Putting Buyers First 20:21 Aligning Sales Process with Buying Journey 21:33 Contrasting Sales and Marketing 22:11 The Importance of Sales in Revenue Growth 24:15 Key KPIs for Industrial Companies 27:16 Translating Buyer Decisions in Sales 28:09 Importance of Sales Enablement Content 28:51 Launch of Carol's Book 28:55 Book Launch and Buzz 30:02 Relevance to Different Audiences 31:16 Sales Savviness and Understanding 33:05 Title and Purpose of the Book 33:59From Doing to Collaborating 36:11 Consultative Sales and Asking Questions 39:20 Technology and the Buyer Experience 45:14 Buying Teams and Change Management 50:36 Personal Interests and Growth 55:00 What Makes Carole Tick 56:30 Pink Floyd and Music 57:52 Carole's Background in Music and Sales 59:06 The Importance of Sales Managers 01:00:08 Coaching and Role-Playing in Sales 01:02:09 The Ideal Span of Control for Sales Managers 01:07:21 The Importance of Sales Communities 01:11:18 Women in Sales 01:16:01 The Origin of Unbound Growth 01:18:45 Recommended Resources for Learning about Sales 01:23:19 Carole's Concerns about Climate Change 01:25:04 How to Connect with Carole 01:26:00 Final Advice

From Chemical Engineer to Inbound Marketing Legend - Peter Caputa on Industrial Growth Institute Episode 5 Summary In this episode, Ed interviews Peter Caputa IV, CEO of Databox, about his career and insights into #DigitalMarketing, #B2BSales and businesses. He shares his journey from the 15th employee at #HubSpot through his launch and management of the massively successful marketing channel partner program. They discuss the challenges of #ManufacturingEcommerce the importance of #perseverance and #grit in business, and the evolution from #OutboundSales through #InboundMarketing to #nearbound strategies. Peter also shares his thoughts on: - the decline of inbound #SalesDevelopmentReps - potential for industrial companies to adopt a different business development approach - various topics related to sales, marketing, and data-driven decision-making - importance of improving #SalesProcesses - need for more experimentation in the industrial sector - integration of marketing and sales, particularly in terms of collaboration and content creation - insights on leveraging #LinkedIn for #SalesAndMarketing Then Pete offers a masterclass on the power of #Benchmarking in driving performance improvement and as a #BusinessDevelopment tactic. He discusses the role of #DataBox in making data-informed decisions and the potential of #ProductLedGrowth in industrial companies and concludes with advice on the importance of data aggregation and the need to adapt to changing market dynamics. Takeaways - The importance of personal relationships in the sales process. - Perseverance and grit are essential qualities for success in business, and staying with a company for a longer tenure can lead to valuable lessons and deeper knowledge. - Why the traditional model of inbound sales development reps may be declining, and companies should consider alternative approaches that align with changing buyer expectations and technological advancements. - Why industrial companies should focus on improving their sales and buying processes to make them more efficient and effective. - Why the integration of marketing and sales is crucial for success, and both teams should collaborate and align their efforts to optimize the sales process. - Benchmarking is a valuable tool for industrial companies to measure their performance and identify areas for improvement. - DataBox provides a platform for making data-informed decisions and optimizing performance through benchmarking and analytics. - Product-led growth can be a valuable strategy for industrial companies to engage with potential customers and build relationships. - Industrial manufacturers should focus on aggregating and analyzing their data to gain insights and drive innovation. - Uncertainty and external factors can impact businesses, and companies should be prepared to adapt and navigate challenges. - Industrial manufacturers should prioritize sales, marketing, and data-driven decision-making to stay competitive and drive growth. Check out Pete's website - https://databox.com/ LinkedIn: Peter Caputa & Ed Marsh Twitter: Peter Caputa & Ed Marsh Instagram: Peter Caputa & Ed Marsh YouTube: Peter Caputa & Ed Marsh Show Transcript  Learn about Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth #InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #RickRoberge Chapters 00:00 Introduction and Background 01:14 Peter's Career and Insights 07:28 Long Tenures in Companies 09:05 Perseverance and Grit in Business 11:11 Audacity and Conservative Approach 13:47 Personal Interests and Hobbies 20:08 Building the Channel Program at HubSpot 25:08 Evolution from Direct Sales to Nearbound 29:22 The Decline of Inbound Sales Development Reps 34:08 The Industrial Perspective on SDRs 39:39 Improving Sales and Buying Processes 41:22 Lack of Experimentation in Industrial Companies 42:25 The Integration of Marketing and Sales 43:34 The Power of LinkedIn for Sales and Marketing 44:28 The Importance of Benchmarking 46:22 The Workflow for Daily LinkedIn Activity 48:49 The Role of DataBox in Making Data-Informed Decisions 50:09 The Potential of Product-Led Growth in Industrial Companies 52:31 Using Benchmarking in the Industrial Space 53:31 Adding Data Sources to DataBox for Benchmarking 55:43 Resources for Learning Digital Marketing and Sales 59:17 Managing a Remote Team and Lessons Learned 01:08:23 Concerns and Uncertainties in the Business Space 01:13:41 Advice for Industrial Manufacturers

Growing Aftermarket Sales & Service with Digitization - Markus Rimmele on Industrial Growth Insitute Episode 4 Key Points Digitalization can help middle-market industrial manufacturers improve the buyer experience and differentiate their offerings.An adapted mindset and digital approaches can help grow high profit aftermarket parts, service and training revenue.Digital tools can provide an approach to gain entrance to accounts where incumbent competitors are entrenched.Whether or not machinery manufacturers like the trend, buyers expect it.Summary In this episode, Ed interviews Markus Rimmele, an industrial automation professional. Markus shares his journey from being a field service technician to founding Digitalitum, a company focused on digital transformation in manufacturing. They discuss tips for mid size industrial manufacturers to boost aftermarket sales and service, and Markus explores the challenges faced by technicians, such as troubleshooting and implementing digital tools, and the importance of change management. Marcus shares many lessons learned including: the need for a hybrid approach in digitalizationvalue of cultural diversity and intellectual elasticitycommitment to helping manufacturers navigate the digital landscapethe concept of digital transformation and how it is a tool to help businesses become more efficient and provide more value to customersimportance of understanding the customer's biggest problems and using digitalization to address those issuestrends driving the need for digitalization in the manufacturing space, such as increasing complexity of machines and a decline in skilled technicianshow digital tools, such as IoT and immersive technologies, can bridge the skills gap and improve maintenance efficiencyvalue of quality and service in capital equipment purchasing decisions - potential for digital services to create recurring and predictable revenue streamschallenges and misconceptions surrounding digitalizationinsights into the commercial opportunities for OEM manufacturers. T Takeaways Digital transformation is a tool to help businesses become more efficient and provide more value to customers.Trends driving the need for digitalization in manufacturing include increasing machine complexity and a decline in skilled technicians.Digital tools, such as IoT and immersive technologies, can bridge the skills gap and improve maintenance efficiency.Quality and service are important factors in capital equipment purchasing decisions, and digital services can create recurring and predictable revenue streams.Challenges in digitalization include resistance to change and concerns about data security, but these can be addressed through proper implementation and cybersecurity measures. Helpful link - Markus and Ed discuss digitalization and servitization in a webinar conversation https://www.consiliumglobalbusinessadvisors.com/partner-marketing-for-machinery-oems Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth - https://www.consiliumglobalbusinessadvisors.com/overall-revenue-effectiveness-to-help-manufacturers-improve-sales   Check out Markus' website - https://digitalitum.com/  LinkedIn: Markus Rimmele & Ed Marsh Twitter: Ed Marsh Instagram: Markus Rimmele & Ed Marsh YouTube: Markus Rimmele & Ed Marsh Show Transcript Industrial Growth Institute on YouTube Chapters 00:00 Introduction and Background 03:10 Field Service Technician and Lessons Learned 05:56 Meeting Revenue Targets and Building Machines on Site 10:06 Freelancing and Experience Across Industries 12:56 The Importance of a Multilingual and Multicultural Background 15:57 Founding Digitalitum and the Digital Toolbox 25:05 The Power of LinkedIn and Hybrid Approaches 30:00 Cultural Differences and Intellectual Elasticity 35:04 Living the Passion through Digitalitum 36:04 Defining Digital Transformation 37:03 Providing Value to Customers 37:26 Overcoming Resistance to Digitalization 37:49 Drivers for Digitalization in Manufacturing 38:36 Complexity of Machines and Skills Gap 40:06 Digital Tools for Machine Maintenance 41:34 Implementing Customer Portals 42:41 Taking Progressive Steps in Digitalization 43:01 Digital Services Platforms 43:46 Value of Quality and Service in Capital Equipment Purchasing 50:33 Data as the New Gold 54:47 Decay in Overall Equipment Effectiveness (OEE) 58:57 Recurring and Predictable Revenue Streams 01:05:23 Using Digital Services as an Entry Sale 01:10:27 Misconceptions about Digitalization 01:12:42 Commercial Opportunity for OEM Manufacturers #AfterMarketSalesAndService #SparePartsSales #CustomerExperience #CapitalEquipmentSales #MachinerySales #MachinerySalesAndService #Installation #Commissioning #PurchasingOfCapitalEquipment #TechnicalService #CustomerService #Aftermarket #B2BSales #IndustrialSales #TechnicalSupport #KnowledgeBase #Digitization #Digitalization #Servitization #MachineSales #AftermarketSales #CustomerLifecycle #OEE #ORE #CustomerTechnicalSupport #TechnicalSales #ServiceEngineer #ApplicationEngineer #MachineInstallation #BreakFix #PreventativeMaintenance #spareparts #MachineServiceHistory #OverallEquipmentEffectiveness #NewLogoSales #GermanQuality #TechnicalSupport #RemoteDiagnostics

In this episode, Ed Marsh interviews Bob Apollo, the founder and chief outcomes officer of Inflection Point Strategy Partners, a UK based sales effectiveness consultancy. They discuss Bob's career journey, the evolution of B2B sales, accountability in sales, different sales methodologies, and Bob's concept of outcome-centric selling. Bob emphasizes the importance of focusing on customer outcomes and understanding whether a purchase is inevitable or discretionary. Additionally he highlights: the need for salespeople to be honest with themselves and eliminate avoidable mistakes in the sales processcomplexities of the sales process and the importance of outcome-centric sellingrisks of relying on the BANT (Budget Authority Need Timeframe) qualification frameworkneed for salespeople to adapt their approach based on prospect's familiarity or unfamiliarity of the buying processImpact IMPACT deal qualification framework and the importance of justifying qualification factorsoptimism regarding fixing the sales profession and the role of salespeople in influencing the buying process Takeaways Sales organizations should prioritize accountability and create a culture of responsibility.The evolution of B2B sales has shifted from a product-centric approach to a focus on customer outcomes.Sales methodologies like Sandler and SPIN Selling can provide valuable frameworks for effective selling.Outcome-centric selling is an attitude, methodology, and process that emphasizes the importance of understanding and delivering customer outcomes.Salespeople should focus on eliminating avoidable mistakes and be honest with themselves about their performance and behavior. Cybersecurity issues can significantly impact sales, regardless of the potential revenue from a customer.The BANT qualification framework may not accurately capture the complexities of the buying process, and salespeople should be aware of the risks involved.Salespeople should adapt their approach based on the familiarity or unfamiliarity of the buying process for customers.The Impact IMPACT deal qualification framework provides a more logical flow of qualification, starting with identifying issues and impacts.Sales managers play a crucial role in qualifying and requalifying opportunities, challenging salespeople to justify their assessments and evidence. Check out Bob's website - www.Inflexion-Point.com LinkedIn: Bob Apollo & Ed Marsh Twitter: Bob Apollo & Ed Marsh Instagram: Ed Marsh YouTube: Ed Marsh Show Transcript Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth #B2BSales #ComplexSales #BuyingTeam #BuyingJourney #SalesProcess #SalesMethodology #BANT #MEDDIC #MEDDPICC #SpinSelling #SandlerSales

In this conversation, Ed Marsh interviews Sean Hurd, a career Special Operations Soldier,  former Sergeant Major in the U.S. Army, and current veteran advocate at Shift Group. Sean shares his military background, including his time in the Ranger Regiment and Special Forces, and explains why he transitioned to a career in sales. He highlights the importance of mental toughness and a training mindset in sales. Sean also discusses the mission and services of Shift Group, which focuses on helping veterans and athletes succeed in sales roles. The conversation emphasizes the attributes and skills that veterans bring to the sales profession. Sean shares the following specific insights and experiences from his military background and sales career: the importance of identifying the ideal client and the value of force management traininghis daily and weekly workflow, emphasizing the significance of discipline and physical fitnessoutworking his colleagues and the importance of tracking metrics in saleseffectiveness of outreach methods like social selling and the need for sales enablement toolsimportance of accountability and the role of CRM in saleschallenges of managing a large sales team and the need for effective leadershipconcerns about the focus on short-term gains in business and the importance of building long-term relationshipshigh-level guidance for companies to succeed in sales, including hiring the right people, training and coaching them, and not messing with their money Takeaways Military experience, such as the Ranger Regiment and Special Forces, can provide valuable attributes for success in sales, including mental toughness and a training mindset.Transitioning from the military to sales can be challenging, but it offers opportunities for personal and professional growth.Sales training and learning from experience are crucial for success in the sales profession.Shift Group is a company that helps veterans and athletes succeed in sales roles by providing training, coaching, and job placement services. Identify your ideal client and invest in force management training to improve sales effectiveness.Maintain discipline and a structured daily and weekly workflow to maximize productivity.Outwork your colleagues and track key metrics to drive sales success.Utilize social selling and sales enablement tools to enhance outreach and engagement.romote accountability and use CRM effectively to drive sales performance.Focus on building long-term relationships and prioritize the success of your sales team. Shift Group website - www.ShiftGroup.io LinkedIn: Sean Hurd & Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: Ed Marsh Show Transcript Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth #Sales #IndustrialSales #Veteran #BusinessDevelopment #OutboundSales #SalesTraining #Grit #MilitaryTraining #VeteransInBusiness

In this episode, Ed Marsh interviews Chris Fox, a content creator and consultant in the manufacturing marketing space. In addition to bourbon, music, and journalism, they discuss the importance of storytelling and creativity in content creation, as well as the value of imperfection and taking risks. Chris shares his experience in creating engaging videos and emphasizes the need to focus on the spirit and story of a company rather than a history lesson. They also explore the role of editing in content creation and the importance of balancing artistic inclinations with deadlines. Additionally, they discuss the best platforms for reaching manufacturing industry contacts and the use of video for aftermarket and customer success. Topics include: importance of providing technical expertise to customersvalue of creating content that addresses their specific needsimpact of AI on video content and the challenges and limitations of using AI-generated videohow companies can determine when to hire their own videographers and the benefits of building a consistent video production scheduleChris' ideal clients and the qualities that make for successful collaborationsthe coolest machines he has shot and the art of telling stories about seemingly mundane industrial productsimportance of creating a conversational atmosphere in interviews to make the subject feel comfortable and authenticthe significance of telling the story of a product across its life cycle and the impact it can have on customersrecommendations for extracting written content from video and building partnerships through video marketing Check out Chris' website - www.TheChrisFox.com LinkedIn: Chris Fox & Ed Marsh Twitter: Chris Fox & Ed Marsh Instagram: Chris Fox & Ed Marsh YouTube: Chris Fox & Ed Marsh The Bourbonite (Chris' fun project) Show Transcript Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth #Video #ManufacturingMarketing #IndustrialMarketing #Machines #CapitalEquipment #DigitalMarketing #ContentMarketing #VideoMarketing

Ed Marsh introduces the Industrial Growth Institute podcast that helps B2B industrial manufacturers grow revenue.