#flipmyfunnel Podcast

He wasn’t good at coaching basketball. He was legendary. In 12 years, John Wooden won 10 D1 titles, 7 of which were back-to-back. (No other coach has won 5 in a row.) In 1973, his team became the only one to ever have back-to-back undefeated seasons. In total, he coached his team to over 600 victories, Oh, he also played himself. He became the first basketball player to be named All-American three times, winning him a spot in the Hall of Fame as a player, and as a coach (another first). There’s a reason they called him the “Wizard of Westwood.” On this episode of the #FlipMyFunnel podcast, Sangram breaks down his 6 favorite quotes from the legendary coach, and what we can all learn from his fascinating success and life.

Sometimes it’s good to take things up a notch. Perhaps your ABM program has some wings, or you have some ABM tech … but you want to take things deeper. This is the #FlipMyFunnel episode for you. This week’s #TakeoverTuesday episode is hosted by Steve Watt, an ABM Strategist. He interviews Meredith Fuller, Managing Director of Buying Engagement at Quarry. Quarry is a B2B agency, that was, once again, named to the top 10 US B2B marketing agencies. And to top that, they were the only one singled out as specialists in ABM. Meredith unpacks: How intent data can go one layer deeper than traditional analytics How behavioral data builds on predictive analytics The difference between table-stakes personalization and depersonalization

Happy employees will go the extra mile to serve their customers because they feel valued, respected, and cared for by their organization. One of the best ways to show both employees and customers that they’re valued is to listen to them. Each group has something to teach the other, and a company becomes stronger when they listen to the people they serve and share that information between themselves. Make regular opportunities to understand what your customers and employees want and need and communicate with both groups: Launch a “customer in the office program.” Tell customers’ stories as part of your weekly company update. Tell customers’ stories as part of your weekly company update. Have different members on the team share a customer win (not just sales). Create an “In the customer’s office” program, the reverse of the “Customer in the office” program.

How do you become more than just yourself? How do you scale up your ambitions? How do you summit real mountains and giant business obstacles with equal ease? To get inspiration for such challenges, I spoke with Bryan Miles, CEO and Co-Founder of BELAY, which provides virtual assistants, bookkeepers, and web specialists, and that’s what we tackled on this episode of the #FlipMyFunnel podcast. Here’s what we’re unpacking today: Fun Fact What Is a Virtual Culture? How Did BELAY Start? How Did He Get the Idea of Doing It? What Makes a Great Virtual Assistant?

“Where do we go from here?!” Maybe you’re still on the starting blocks. Maybe you’ve passed up ABM 101, and you need to level up. (Or maybe you don’t even know where you’re at on the ABM scale?) No matter where your ABM program is currently, you’ll want to to tune into this episode of the #FlipMyFunnel podcast. Here’s what we’re unpacking today: Lisa’s crawl, walk, run stages of ABM The simplest definition of ABM Pitfalls ABMers can avoid Starting an ABM program on a low or no budget

Awhile ago, we did an episode about forcing functions. The LinkedIn messages, emails, and comments just kept rolling in, so we had to revisit this topic. Co-hosted by both Sangram and James Carbary, this episode tackles “big rocks, rolling thunder, and small wins.” Sangram shares his secrets on what it takes to continually motivate your team with the right amount of challenge, tempered by celebrating milestones along the way. Sangram pulled out some lessons from NFL player Reggie Rivers as well and shared what he’s learned about comparing your business environment to an athletic event. Don’t miss this second take on forcing function, and how it creates the team mentality that delivers results. (If you missed the first episode on forcing functions you can find it here.) This was a power-packed episode, so let’s dive into Sangram’s three ways you as a leader can motivate yourself and your team.

In this #TakeoverTuesday episode of the #FlipMyFunnel podcast, I (Steve Watt) interviewed Shellie Smith, America's lead for account based marketing at Autodesk, to find out how she and her team were able to build and scale their AMB program, quickly and successfully.

Moments matter, experience gathers, everything else scatters. This episode of the #FlipMyFunnel podcast, Sangram dives into how you can create meaningful moments for your B2B customers. He uses examples from hospitality to show how the B2C world often really gets it right, and we could all learn a thing or two from magical moments and experiences (like Magic Castle’s poolside popsicle delivery service!).

Are people laughing at your business? Maybe you want them to. Humor is not only a great selling tool, but a fantastic way to create internal cultural changes. But how do you get started? We spoke with Tom Fishburne, Marketoonist, keynote speaker, and author of Your Ad Ignored Here. In this episode you’ll learn: The Power of Laughing at Ourselves The Trojan Mouse Humor’s Best Target: Yourself The Four-Step Humor Process If you want to learn how to create humor in your business and in your marketing, this is the episode for you.

Every company aims to achieve marketing and sales alignment. But how to do it? Why not ask a leader at one of the world’s top marketing companies, Marketo? On the latest FlipMyFunnel podcast, guest host Daniel Rodriguez quizzed Dave Rigotti, Head of Enterprise Demand Generation & ABM for Marketo at Adobe, about how to get sales and marketing to work hand-in-glove. This is a topic Rigotti is uniquely suited to talk about. He was VP of Marketing at Bizible. Bizible was then acquired by Marketo, which a month later was acquired by Adobe. In two months, he went from doing ABM for a company of 100 employees to one that had 20,000.

Imagine Steve Jobs getting up at an Apple event and not announcing a new product. No iPhone, iPad, or laptop. Nothing. Seems crazy doesn't it? Forcing functions are the greatest reason why innovation happens in companies at a rapid scale.

One of the big challenges that I get asked about all the time is, how do I enable my internal teams to do ABM? Well, I recently stumbled upon a couple of folks who are doing this really well. I thought it would be great to invite them on the show to talk about this topic. So, on our most recent episode of the #FlipMyFunnel podcast, I interviewed Jordan Fanelli and Cassie Sperber, the enablement experts. Jordan and Cassie are both Account Based Marketing Associate at iCIMS. In this episode, you’ll learn about their experience with enablement — what’s worked well and how they’ve overcome common roadblocks to success.

Today's big idea is that - Being respected is more important than liked. I have been reading and re-reading the book called Radical Candor by Kim Scott and one of the things that the author talks about is having ruinous empathy. In short, we say good on the face but in our hearts and sometimes unfortunately to others we might confess something else. Confession time: I have done this unconsciously many a times.   So lets' dive into how it actually works: Respect by definition means -- a feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements Like by definition means -- find agreeable, enjoyable, or satisfactory. If you aspire to be a leader or think you are a leader, listen very carefully to this.  

I haven’t met anyone who’s been doing ABM for as long (and as well) as Anamika Gupta, Head of Account Based Marketing at Fujitsu. She’s been practicing ABM longer than anyone I’ve ever met, which means she knows it inside and out. I invited Anamika onto the #FlipMyFunnel podcast to demystify what account-based marketing really is, especially in large organizations. She came on and shared her expertise on how ABM should truly be accomplished.

When you start an ABM program, the hardest nuts to crack aren’t your target companies, it’s your internal sales team. How do you start an ABM program that wins over sales skeptics? On the latest FlipMyFunnel podcast, guest host Daniel Rodriguez, Head of Revenue at Alyce, asked Lauren Vaccarello, who is an award-winning revenue marketing executive, co-host of the Marketing Trends podcast, and currently VP of customer experience at Box.com, about how to start an ABM program.

Mornings. If the hairs on the back of your neck stood up when you read that word, you’re not alone. The snooze button is somehow at the same time the greatest thing to ever be invented and the biggest thief of time and productivity out there today. Everything is battling for your time. There’s a famous quote that came from the leadership team at Netflix. Someone asked them who their biggest competitor was, and their answer was, “sleep.” This is where The Miracle Morning comes in.  

She’s back. A while ago on episode 259 of #FlipMyFunnel, ABMer Jillian Gartner talked about her 95% win rate with ABM. People had questions about how she did it, so we invited her back! She joined us at our all-hands staff meeting for an overview of her ABM program at Thomson Reuters Legal, where she’s the Growth Marketing Leader & Director of Account-Based Marketing. We turned that meeting into this podcast episode, where she unpacked her insane win rate and how she did it. On this episode, we’ll unpack her 3-tiered ABM approach, how she ensures marketing & sales are always working in tandem, and the different tactics and strategies for each tier.  

Here’s a big idea that can change your life and maybe the world around you: Commitment creates movement. Commitment is how you achieve anything meaningful in your life. Let’s say you wanted to lose weight. You have to commit to making it happen. You worked out, you slept, you ate right, all those things happened and you got in better shape. But then you stopped having the same commitment. Guess what came up? Excuses, and excuses don't create movement. Commitment to your purpose will create clarity of focus, which means that if you know where you're going, then it will create clarity, not just for you, but people around you.

We did something a little different on this episode. It’s not about ABM, or sales, or marketing, or even B2B. This episode is about parenting. (But if you don’t have kids, don’t worry — we still found plenty of ways to relate parenting to leadership within a business setting.) Our guest Mark Greene joined us to talk about his book, The Relational Book for Parenting. In it, Mark explores the power of relationships, and the power between relationships. He shows us how to truly listen. Whether you’re a parent, or a business leader, you don’t want to miss this powerful episode.

Have you had the fantasy of deploying ABM at a global company and getting to play with all the cool tools? (Hey, if these are your fantasies, who are we to judge?) Creating such a seismic shift on a global scale (literally) is a lot harder than it sounds. On the latest FlipMyFunnel podcast, guest host Daniel Rodriguez, Head of Revenue at Alyce, asked Brian Kardon, Chief Marketing Officer at Fuze, a unified cloud based platform that combines voice, chat, and video conferencing, how to launch ABM for a global company and win. He offers solid advice that’s not-to-be-missed.