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Welcome to the Rethinking Revenue podcast, where we unbox the secrets to turbocharging the profitable growth of your company. Hosted by seasoned revenue experts, Ed Porter and James Rores. Each episode features in-depth interviews with CEOs who share hard-fought lessons of success and failure, revenue leaders who are reshaping their profession, and other experts influencing the revenue go-to-market landscape. Sustaining profitable revenue growth is more than a numbers game, and more complex than simply throwing people and technology at a number. We discuss the intricacies of growing your business by helping you flex your brand and marketing muscles, build your sales stamina, and keep your customer retention in shape. Whether you’re stuck in a revenue rut or cruising toward your next milestone, tune in to retool, recharge, and rethink how you approach revenue growth.
Episodes
Monday Apr 22, 2024
Monday Apr 22, 2024
Are you ready to learn the key to relentless forward movement and how it can transform your growth strategy? Get ready to unlock the power of intentional hiring and fostering a culture of givers. Join us in this engaging conversation and discover how to propel your business to new heights.
Bill Balderaz is a prominent entrepreneur with a strong background in startups and entrepreneurial ventures since the late 90s. His extensive experience spans over two decades, during which he has demonstrated a deep understanding of leveraging data for predictive marketing strategies. As the founder of a company specializing in data integration, visualization, and analysis, Bill has shown a particular focus on serving regulated industries, including a passion for healthcare. His commitment to harnessing data for targeted campaigns and improving customer engagement has solidified his position as a leader in reshaping traditional marketing methodologies. Bill's entrepreneurial acumen and remarkable achievements in the field underscore his significant influence in driving innovative marketing practices.
Key highlights in this episode
- Maximizing customer engagement and leveraging your customer data through first-party sources.
- Saying goodbye to third-party cookies.
- Explore the secrets to building and leading high-performing teams in the dynamic startup ecosystem.
- Creating a value for relentless forward movement.
Keep moving forward. If you feel like you're spinning your wheels and you're not moving, talk to someone else, get another set of opinions, get in front of a whiteboard. But you've got to keep forward momentum, forward movement no matter what. - Bill Balderaz
First-Party Data Maximization
Optimizing first-party data is crucial for personalized marketing campaigns, enabling businesses to understand their customers better. By maximizing first-party data, companies can create targeted and relevant marketing strategies that resonate with their audience. This approach also helps in building stronger relationships with customers by delivering tailored messaging and offers.
About Bill Balderaz
Throughout his career, Bill has had the opportunity to work in industries in their very earliest stages. In 1998 (the same year Google was founded) he was working in search engine optimization, online advertising and eCommerce. In 1999 he worked for one of the first companies developing HTML-based on-line learning. In 2005, five years before the iPad was invented, he was working on a concept for a tablet-based electronic health records software. He also started working in social media and viral marketing in 2006 - the same year YouTube and Twitter were founded. As founder of Fathom Healthcare, he worked with Stanford, Duke, The Cleveland Clinic, St. Jude Children's Hospital, and more than a dozen other healthcare systems in the early days of readmission penalties, patient satisfaction scoring, and the opioid crisis.
Today he leads Futurety, a pioneer in integrating and visualizing data using tools like Tableau, Microsoft BI, and Google Data Studio. They specialize in working with sophisticated and disparate data sets to provide our clients with a single source, automated dashboard.
About Futurety
Futurety aggregates and visualizes your customer data into platforms like Microsoft BI, Tableau, and Google Data Studio to help you use data to make decisions.
Our team of data scientists and digital marketing experts have the skills, passion, and knowledge to help you run the smartest most efficient marketing campaigns possible. We also bring a strategic business approach to all our engagements, ensuring your data and marketing programs drive real results.
Our sister company, Futurety Digital, provides data-driven Search Engine Optimization (SEO), Pay-per-click advertising, and paid social media advertising to regulated and complex industries including healthcare, hospitals, pharma, medical devices, high education, government, eCommerce, and retail.
Resources in this episode
Monday Apr 15, 2024
Monday Apr 15, 2024
Have a seat, pour a drink, light up a cigar, and enjoy our 2nd in-person episode with another friend and colleague Nick Massaro, Sales Effectiveness Consultant at Membrain. We recorded this podcast at a local cigar lounge in Columbus, Ohio and Nick graciously allowed us to use his recording equipment.
Does this sound familiar? You've been told to just rely on the product you're selling or the market you're selling to, but it only gets you so far. The pain of feeling stuck in a sales process that doesn't fully work for you. It's time to rethink your approach to sales success and enhance your effectiveness. Let's dive into the impact of sales training on career success and achieve improved client interactions and sales success together.
Nick is a seasoned sales professional at Membrain and boasts over ten years of hands-on experience in the sales industry. Having started his career as a life insurance salesperson for Northwestern Mutual, Nick has extensive expertise in various sales roles using multiple channels to connect with his prospects and customers. With a strong commitment to personal and professional development, Nick's insights into the impact of sales training on career success are backed by a solid track record and a deep understanding of the sales industry. His passion for sales and dedication to honing his craft make him an invaluable guest, offering a unique perspective from the front line that will resonate with professionals seeking to enhance their sales acumen.
Key highlights in this episode
- Learn how preparing for sales meetings can improve your conversion rates.
- The positive impact of sales training.
- Tailoring your sales approach to your buyers.
You have to be worthy of that trust. You have to put in the hard work to understand your identity, live that, and show up for that customer. - Nick Massaro
About Nick Massaro and Membrain
With over a decade of front-line SaaS sales and sales leadership experience, Nick is currently immersed in Membrain’s mission to elevate the sales profession. To him, that means helping his partners and clients challenge the mainstream sales tech/tactics to improve the performance of their revenue teams in pursuit of their growth goals. Aside from his lovely wife Sarah, his yellow lab Archie, his faith, family, a steak sizzling over hot coals, and an ice-cold bottle of beer, nothing gives Nick more joy and fulfillment than transforming sales concepts into meaningful results through application and practice.
Membrain is committed to elevating the sales profession. They do this with the top B2B CRM in the world, a network of amazing partners, and a commitment to service, leadership, and wayfinding (aka...sales.)
Resources in this episode
- Find Nick on LinkedIn
- Visit Membrain to explore the groundbreaking sales enablement tool designed to elevate sales performance and effectiveness.
Monday Apr 08, 2024
Monday Apr 08, 2024
Have a seat, pour a drink, light up a cigar, and enjoy this episode with our friend and colleague Paul Fuller, Chief Revenue Officer of Membrain. We recorded this podcast in person at a local cigar lounge in Columbus, Ohio, and is part one of a two-part series recorded that evening.
Have you ever thought about how a simple shift in mindset can transform your team's performance? Paul talks about how he had to rethink revenue by adopting a partnership revenue strategy. Membrain doesn’t just have a partner program, they have adopted a full partnership growth strategy where everyone in the company is aligned to their partners’ success.
Paul is known for his 21 years of sales expertise. As the Chief Revenue Officer of Membrain, he brings a wealth of knowledge in driving revenue and transforming sales teams with technology. With a strong foundation in software sales and entrepreneurship, Paul's insights and experience make him an invaluable resource for sales leaders and managers aiming to enhance their team's performance and effectiveness. As the host of the podcast "The Art and Science of Complex Sales," Paul's dedication to exploring the latest sales methodologies and tools perfectly aligns with the episode's focus on rethinking revenue and leveraging technology and partnerships to elevate sales tactics. His passion for empowering sales professionals and commitment to implementing impactful strategies make him a compelling guest for this episode.
Key highlights in this episode
- Discover innovative strategies for rethinking revenue growth and achieving higher sales performance.
- Explore the key to building effective partnerships in sales that drive revenue and enhance team collaboration.
- Overcome common leadership challenges in sales organizations and lead your team to greater success.
I think that's the start. It's certainly about looking in the mirror and being honest with yourself. - Paul Fuller
About Paul Fuller and Membrain
Paul is excited to be able to help others maximize their gifts by using his. In business, this comes in the form of entrepreneurship, sales, marketing, operations, and problem-solving. As one of the original pioneers in the Sales as a Service space, he learned quickly that elevating others to their desired potential is one of the critical success components for any growth organization.
Membrain is committed to elevating the sales profession. They do this with the top B2B CRM in the world, a network of amazing partners, and a commitment to service, leadership, and wayfinding (aka...sales.)
Resources in this episode
- Find Paul on LinkedIn
- Check out the Art and Science of Complex Sales podcast for in-depth discussions on sales strategies and leadership insights.
- Visit Membrain to explore the groundbreaking sales enablement tool designed to elevate sales performance and effectiveness.
Monday Apr 01, 2024
Monday Apr 01, 2024
Discover the surprising truth about customer retention and revenue growth that most business leaders overlook. This insightful conversation with a post-sales expert will challenge your perspective and leave you pondering new possibilities for your business. The pressure to constantly chase new leads and neglect the potential of your current customers can lead to missed revenue opportunities and hinder sustainable growth. It's time to rethink your strategy and focus on nurturing and retaining your existing customers for long-term success.
My special guest is Anita Toth. Anita is an expert in customer retention, with a knack for delving into the psychology of customer behavior. With a background in academic research and a successful stint in the marketing world, Anita brings a unique blend of analytical depth and practical business acumen to the table. Her passion for understanding what drives people and her commitment to helping businesses tap into the potential of their current customer base make her insights invaluable for today's entrepreneurs and business leaders. Anita's journey from academia to marketing and now customer retention is a testament to her unwavering curiosity and dedication to finding innovative solutions to age-old business challenges.
So the greatest tension seems to be between short-term looking at quarters versus long-term. Marketing and sales are a lot like dating. Post-sales is more like marriage; you’re in it for the long term. Very different approaches. - Anita Toth
Mastering Strategies for Improving Customer Retention
An effective customer retention strategy is paramount for sustainable business growth. Anita emphasizes how understanding client psychology plays a key role in improving customer retention. Tailoring experiences, based on customer emotions and behaviors, help in formulating strategies that resonate with clients, fostering a long-lasting relationship and consequently, enhancing client retention.
Key highlights in this episode:
- Improving customer retention - Learn how to keep your customers returning for more while boosting the bottom line.
- Post-Sale customer engagement - Discover the untapped potential of engaging with customers after the sale.
- Customer feedback for growth - Find out how to turn customer feedback into a powerful tool for moving your business forward.
- All about alignment - Explore the benefits of collaborative teamwork across departments to achieve sustainable revenue growth.
About Anita Toth and ATI
Anita is on a mission to guide small to mid-market B2B SaaS companies to discover the hidden revenues in their customer base. Anita sees SaaS companies obsessing over new revenue growth, thinking it will solve their shrinking market share, cash flow issues, and to please their investors. That's the old way. The new way is to dig deep into your customer base to uncover competitive advantages to fuel market growth, discover the root causes of churn to slow down how quickly customers leave, and to uncover what makes amazing customers so you can create more of them.
Her company, ATI, uses the CUSTOMER RETENTION 360 system to leverage scientific research to pinpoint hidden revenue opportunities, enhancing revenue and market share by understanding customer behavior and feedback. With this data, the ATI team crafts targeted strategies to boost Customer Lifetime Value and expand contract sizes, directly reducing churn and strengthening customer relationships.
Resources in this episode
Monday Mar 25, 2024
Monday Mar 25, 2024
Trying to drive change in your business can be frustrating, especially if you aren’t seeing the desired results. Get ready to uncover the secret to enrolling your teams in the organizational vision that will transform how you lead.
This week’s guest is Sean Lockwood, CEO of TouchMath. Sean shares his journey from transforming a legacy catalog business to a thriving educational technology company. TouchMath provides specialized math programs for students with special education needs. His story is a testament to the power of genuine passion and unwavering dedication to making a meaningful difference in the educational market. His motivation stemmed from a deep-rooted understanding of the challenges faced by special education students. Sean's commitment to creating a positive impact on students, teachers, and families has been the catalyst for TouchMath's remarkable growth.
Be willing to walk away from all the KPIs you used to run your business with and search hard for the new one that will drive it. – Sean Lockwood
Uncover the Key to Adaptability
When plans fail to deliver expected results, adaptability to new strategies becomes crucial. Sean reinforces how important it is to be willing to pivot when necessary. Recognizing the need for change and swiftly shifting directions aligns teams with the right path, thus driving successful business growth.
Explore the Social Responsibility Approach
Social responsibility is emerging as an essential aspect of business. Sean exemplifies this through his efforts to raise awareness about dyscalculia through TouchMath. By providing resources for those struggling with this learning disorder, businesses like TouchMath demonstrate a commitment to inclusivity, empathy and social responsibility, contributing to a positive social impact.
About Sean Lockwood
Sean has over 20 years of professional experience in leadership, sales management, strategic marketing, and business development in the publishing, curriculum, and education industry. Before joining TouchMath, Sean was Senior Vice President and General Manager of Junior Library Guild, a provider of curation services to K-12 schools and public libraries throughout North America. Prior to that role, Sean was the Vice President of Sales for World Book, Inc., a provider of non-fiction reference products to schools, libraries, and consumers, as well as a Director of New Business Development at Time, Inc., a global media company, where he focused on developing and growing the QSP school and student fundraising platform.
About TouchMath
For nearly 50 years, TouchMath has been the go-to learning solution for educators around the world. Our multi-sensory approach to mathematics meets students where they are in their math journey and helps them develop new concrete, representational, and abstract skills.
“TouchMath is set up one easy step at a time so that all children have a chance to succeed. The average child will feel like they are playing games and think math is easy. A remedial student will have the problems corrected easily and quickly.” — Janet Bullock, Founder of TouchMath
Resources in this episode:
Monday Mar 18, 2024
Monday Mar 18, 2024
Are you frustrated by the lack of opportunities for women in sales leadership and unsure how to advocate for training? Despite the push for diversity and empowerment, many women still face challenges in advancing their careers in sales. It's time to act and make your voice heard.
Meet this week’s guest, Lauren Bailey (aka LB), a sales powerhouse with a strong passion for empowering women in sales leadership. With a background in retail and digital sales management, Lauren has founded and successfully run three businesses, including Factor 8, The Sales Bar, and #GirlsClub. She's a driving force behind #GirlsClub, aiming to increase the representation of women in sales leadership roles. Lauren's expertise lies in rethinking revenue and sales training, helping companies activate their phone sales teams and achieve tangible results. Her experience and dedication make her a valuable advocate for bringing more women into sales leadership positions.
Key highlights in this episode
- How you can overcome common obstacles with sales training and make it stick.
- Hear how you can help break barriers and create a more inclusive and diverse sales leadership landscape.
- Unlocking the secrets to boosting your team's productivity and achieving remarkable sales results with sales training.
- Do you have a budget for sales training? Not sure? ASK!
The vast majority of sales leaders have never experienced good training. If you've experienced training in the past that didn't measure results, you experienced bad training. - Lauren Bailey
Empower Women in Sales Leadership
Lauren Bailey's emphasis on empowering women in sales leadership resonates profoundly with the overall episode theme. Promoting gender diversity in leadership roles brings various perspectives and approaches to the table, fostering innovation and enhancing competitive advantage. Advocating for more training opportunities for women can help bridge the existing gap and foster an inclusive workplace culture that truly values diversity.
If you want to be part of the solution to both sales leadership training and having more women represented in sales leadership roles, please visit the #GirlsClub website and learn more about being a protégé, a mentor, a thought leader, or a sponsor.
About Lauren Bailey
A twenty-year veteran of the Inside Sales industry, Lauren has worked as both the Director of Sales and Director of Training while traveling the world to launch Inside Sales teams. Lauren has worked with in-house and outsourced sales teams selling outbound, inbound, via chat, direct, field-teamed, & channel. Her primary industry experience is in IT, Software, and Distribution. Corporate experience & clients include SAP, Sony, Waste Management, Ingram Micro, Grainger, Microsoft & Google. Lauren founded Factor 8 in 2007 and is now also Founder of #GirlsClub, an organization committed to getting more women in Sales Management and Leadership.
About Factor 8 and #GirlsClub
Factor 8 is an award-winning sales rep and manager training company focused 100% on helping sales teams sell in a virtual world. We’re not a big six consultancy, we’re not a national curriculum house, and we’re not selling books. What we are is a team of expert sales leaders who quit the daily grind so we could spend our time developing people – our favorite part of the job. Together we’ve solved the big problem: Sales Reps & Managers are not gaining the skills they need to quickly feel confident and successful long-term. That means they ramp slowly and leave quickly.
#GirlsClub is committed to changing the face of sales by empowering more women to earn roles in leadership and helping reverse the zero growth trend of women leaders in sales. After spending 20 years in technical sales leadership, #GirlsClub Founder Lauren Bailey knew the struggle and the “only-ness” of being a female sales leader firsthand. Tired of talking about the lack of women in leadership, she committed to take action and fix it. Lauren and her team at Factor 8 donated free award-winning sales management training on their eLearning platform The Sales Bar. #GirlsClub quickly went viral and men and women everywhere started identifying female talent and encouraging them to participate. And then it grew. Today, thousands of men and women have joined us in helping women earn leadership positions in sales and the exclusive management training program boasts an over 60 promotion rate for aspiring managers.
Resources in this episode:
Monday Mar 11, 2024
Monday Mar 11, 2024
Are you ready for a surprising twist? Our guest, Bradley Gamble, co-founder and CEO of The Selling Factory, has discovered a groundbreaking way to help college students build professional networks, and it's changing the game for both students and businesses. But that's not all—Brad's unconventional sales strategies and insights into rethinking revenue are reshaping the industry. What's the surprising connection between college networking and business success? Stay tuned to find out and join Brad's journey of impact and innovation.
Professionals really want to help the next generation. They take pride in that. That's a lot of value that they get. - Brad Gamble
With a focus on nurturing the next generation of sales professionals, Brad has led a workforce of 1000+ college students to excel in fractional sales development representative (SDR) and sales support roles. Based in Gainesville, Florida, his extensive experience and forward-thinking approach have empowered businesses across the globe to achieve profitable growth. Brad's in-depth understanding of the evolving sales landscape and his commitment to driving impactful change make him a valuable resource for entrepreneurial leaders seeking innovative revenue strategies.
Mastering Sales Industry Evolution
Adapting to changes within the sales industry is crucial to maintain relevancy and effectiveness. As the traditional SDR model evolves, it's wise to reassess and align business strategies accordingly. Remember, focusing on specialized support during the initial stages of the sales process can yield more targeted and fruitful outcomes.
In this episode you’ll hear:
- Mastering the evolution of sales industry training is crucial for staying ahead of the revenue game.
- Uncover the high-margin products that can elevate your business to new heights of profitability.
- Embrace the next generation of workers to transform your company's success and adapt to the future.
- Implement actionable networking strategies to unlock valuable opportunities for college students.
About The Selling Factory
The Selling Factory is an outsourced sales solution that hires college students from elite universities to increase leads, sales, and business opportunities for companies. Our team is ready to launch and maintain sales campaigns, saving customers time and hassle.
About Bradley Gamble
When he was in college, he got a part-time job cold-calling businesses to sell them natural gas. It was hard. Little did he know how much that sales job would change the trajectory of his life. It turned into a successful 15-year career at that company. He went from Sales Rep, to Sales Manager, to VP of Sales & Marketing. Over that span, they grew the company to 125,000 customers and $600 million in annual revenue. In 2014, he hit a wall and burned out. He spent 2 years working with startup companies in Gainesville, FL. He consulted, did some fractional sales, but more than anything….he networked like crazy. In 2016, he had a lightbulb moment. What if he launched a company that supported the sales growth of startups by employing college students as an outsourced sales support team? They launched The Selling Factory in October 2016.
Resources in this episode
Tuesday Mar 05, 2024
Tuesday Mar 05, 2024
Uncover the surprising truth about effective sales leadership and motivation in this candid conversation.
Leadership is absolutely about adapting to the individuals. It's not about the new sheriff in town my way or the highway. - Gretchen Gordon
In this episode you’ll hear:
- How to unleash your sales leadership potential and inspire your team to new heights
- Decode the motivations driving your sales team's success
- Navigate and thrive in uncertain economic landscapes with confidence
- Seize new growth opportunities with insight and innovation
- Foster effective leadership and boost team collaboration for unstoppable growth
Our guest today is Gretchen Gordon, founder and president of Braveheart Sales Performance. Gretchen brings a refreshing and holistic approach to sales consulting. Her expertise lies in helping middle-market companies enhance their sales strategies and leadership. With a focus on sales management, Gretchen is also the author of "The Happy Sales Manager," a book designed to guide sales leaders and founders in achieving success and happiness in their roles. Through her extensive experience and relatable insights, Gretchen offers valuable lessons and practical solutions for improving team motivation and effective sales leadership.
Sales Leadership and Motivation
Effective sales leadership goes beyond merely giving commands—it's about fostering teamwork and opening avenues for growth. Engaging in a process, such as setting and working towards sales goals, while helping team members to achieve their own aspirations simultaneously creates a sense of satisfaction and joy. It's a collaborative and empowering approach, with leaders leading by example, asking thought-provoking questions, and understanding that they don't need to have all the answers to be effective.
About Braveheart Sales Performance
We help your sales team become courageous warriors in the selling profession. In the process, we help your company improve sales productivity and effectiveness, which boosts your company’s revenue and profitability. We utilize a comprehensive approach incorporating in-depth analysis, customized training, and one-on-one coaching. We believe that the selling profession is an honorable one, and support the notion that skill improvement increases sales success.
About Gretchen Gordon
Gretchen is an entertaining speaker and the author of the best-selling book The Happy Sales Manager. She transforms the way leaders think about sales. She is different than most sales speakers and authors. She fell into sales like so many others and had to work really hard at it to succeed. Then she was promoted to manager and had to work really hard at something that did not come naturally to her…again. She shares funny and sometimes painful stories from her struggle, and sprinkles in data to support the journey that the audience is taking on, which helps them change their view and take a more enjoyable and productive path to success.
Resources in this episode
About Your Hosts
Ed Porter
Ed is the owner of Blue Chip CRO, a fractional Chief Revenue Officer service fixing revenue problems for CEOs through marketing, sales, revenue operations, and customer success.
James Rores
James is the founder of WINS Selling, a sales system that will transform a sales force's ability to grow revenue, profit, and enterprise value.