Ed and Derek dig into four core topics with plenty of detours, war stories, and a little friendly disagreement along the way:

1. Do Performance Improvement Plans (PIPs) actually work? Why most companies wait too long, what a PIP should really look like, and how to handle a rep who's crushing quota but showing all the wrong behaviors
2. "Telephonobia" — why so many salespeople avoid the phone, the self-limiting beliefs behind it, and a real story of a single cold call turning a "maybe in November" into an immediate opportunity
3. Where marketing ends and sales begins — handling chatbot leads, using website visitor intent data, and why sales reps ignore some of the best tools they already have
4. Creating deals vs. uncovering them — the real stats behind buyer shortlists, why only 3% of buyers are "in market" at any given time, and what that means for how you should actually be prospecting

Plus: PIP horror stories, a secret side project proving that "our industry is different" is almost always an excuse, and why compensation structure quietly shapes rep behavior more than most leaders realize.

👍 Like, share, comment, and subscribe to the Industrial Growth Institute podcast for more real talk on sales, growth, and accountability in industrial and middle-market businesses.

💬 Disagree with something Derek or Ed said? Drop it in the comments — let's argue about it.

#SalesLeadership #ColdCalling #SalesAccountability #PerformanceImprovementPlan #B2BSales #IndustrialGrowthInstitute #SalesManagement

Ed and Peter dig into Databox's evolution from a marketing dashboard tool to a full business intelligence platform — now featuring OKR management and forecast modeling — and explore why organic growth remains the most under-supported piece of most PE investment theses.

They cover:

1. Why most PE and VC firms don't closely track portfolio company performance — and the risk that creates in today's market
2. Goodhart's Law, vanity metrics, and Amazon's "weekly business review" approach to KPIs
3. The five-step SPEARS framework (Strategize, Plan, Execute, Adjust, Repeat, Scale) for building a data-informed growth strategy
4. Common blockers to becoming data-driven: broken CRM discipline, IT resistance, and misaligned incentives
5. Correlation vs. benchmarking — and how portfolio-level comparisons could reshape PE diligence and oversight
6. Why "inbound marketing" as a standalone strategy is dead, and what's replaced it (multi-channel, multi-format, multi-perspective content)
7. How AI and agentic systems are pushing businesses toward being managed more like algorithmic hedge funds

Whether you're a PE operating partner, a portco executive, or just curious how data discipline separates high performers from the rest, this conversation is packed with frameworks you can apply immediately.

🔗 Learn more about Databox: databox.com

Connect with Peter on LinkedIn
https://www.linkedin.com/in/pc4media/

📘 Check out Peter's course, Predictable Scale: databox.com/predictable-scale

👍 Like, share, comment, and subscribe to the Industrial Growth Institute podcast for more conversations on growth, strategy, and operations in industrial and middle-market businesses.

#PrivateEquity #BusinessIntelligence #DataDriven #B2BMarketing #PortfolioManagement #Databox #GrowthStrategy #IndustrialGrowthInstitute

How often is that dissonance the real source of buyer objections?

Understanding epistemological truths — and how to work with them instead of against them — is the key to unlocking change in your company and in your buyers.

In this solo Episode #76, host Ed Marsh explores why middle-market industrial companies struggle to adapt, even when the evidence for change is overwhelming, and lays out five practical strategies for navigating buyers' deeply held beliefs.

Summary

In this episode, Ed Marsh introduces the concept of epistemological truths — beliefs grounded in real evidence and experience that function as unassailable truth for the person holding them. He explains why these truths, not simple bias, are the real barrier to change in middle-market manufacturing companies. Using eleven common examples from industrial sales and marketing, Ed shows how two people can hold completely contradictory yet fully justified truths — and why that makes traditional persuasion useless.

He then presents five strategies for working with epistemological truths rather than against them:

• Explore whether their truths are delivering the outcomes they need
• Surface contradictory evidence without attacking the belief
• Test predictions that their truths imply
• Run premortems comparing outcomes under different assumptions
• Follow a truth to its logical conclusion to reveal gaps

Takeaways

• What we call "bias" in business is often epistemological truth - beliefs backed by real evidence and experience
• You cannot hold two contradictory truths simultaneously, which is why change feels impossible
• The traits that made founders and Gen2 leaders successful become their ceiling
• Telling buyers they're wrong doesn't work - their truth is as justified as yours
• Companies that repeat the same messaging as competitors get deflected by buyers' existing truths
• Consultative sales and marketing must help buyers examine whether their truths serve their goals
• Creating new recognition beats forcing confrontation every time
• The political polarization analog applies directly to B2B sales conversations
• Sales reps who bring business acumen and outcomes focus can reach CEOs; those peddling specs cannot
• 84% of the time vendors are contacted, the spec doesn't change - so create projects, don't just find them
• Five practical strategies can help you navigate buyers' epistemological truths without attacking them

Takeaway Quote from Ed Marsh

• "Stop trying to convince buyers they're wrong. Start helping them discover whether their truths are serving their goals."

LinkedIn: Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

On the one hand, it's just the same as it's been for years. We need to connect with buyers, build trust, and guide them through decisions.

On the other hand, it's a completely different beast.

That's why Derek Baer is in the studio this week, for a free-wheeling, no-holes-barred discussion and debate on sales topics.

It's time to get comfortable being uncomfortable!

We talk:

• Whether to track "quotes" as a metric
• Whether anyone can be trained to sell successfully
• Accelerators (kickers) in sales compensation
• Whether we should hire for technical/industry knowledge, and more.

And the conversation is blunt. "Tell them to f$%k!ng apply" Derek says at one point!

Summary

Derek Baer brings a new format to the studio this week, debating and discussing B2B sales topics. He and Ed disagree about various aspects of sales, and agree about others. Topics include:

• the importance of tracking quotes
• the compatibility of salespeople with complex B2B sales
• qualities that make a great sales rep
• role of sales decks - significance of accelerators in compensation plans
• how to manage underperformers and disrupters within sales teams.

The conversation emphasizes the need for continuous improvement and investment in sales skills, drawing parallels between sales and other professional pursuits.

Chapters

Check out Derek's Sales Training website. 

LinkedIn: Derek Baer and Ed Marsh

Twitter: Ed Marsh

Instagram: Derek Baer and Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Read more from Ed's recent paper on these critical changes.

Not only has technology advanced, but buyer expectations for features, UX, navigation, and utility have changed. More importantly, the goal of your site has changed as buyer behaviors and search have changed. Today a site works mostly at the bottom of the funnel - the decision stage.

So your top of the funnel marketing must be accomplished using different tools and approaches.

Joe Jerome brings years of design and development experience, and a keen sense of what your industrial marketing website needs to accomplish.

Chapters

Check out Joe's Brand Builder Solutions website. 

LinkedIn: Joe Jerome and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @JoeJerome and @EdMarsh

Show Transcript 

Read more from Ed's recent paper on these critical changes.

When you compete against yourself, that's particularly frustrating, especially when it seems like buyers are just trying to save a few bucks and don't care about the hard work of R&D and improvement that you've invested in.

But buyers may see it differently, and Matt Smith draws on years of deep insight in global used machinery markets to explain why it's an entirely rational (not cheap) decision for some buyers in some situations, and why OEMs may cost themselves years of profitable new machinery and after-market sales by ignoring used machines.

Stop ignoring and scoffing at used machines, and consider incorporating them into your overall offering using some of Matt's recommendations.

Chapters

Check out Matt's website and other recommended used machinery resources:

LinkedIn: Matt Smith and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Read more from Ed's recent paper on these critical changes.

AI is disrupting everything about how buyers think, research, learn, evaluate and buy. It's overwhelming and we can only guess about where we'll be in five years. In the meantime, we have to position ourselves to thrive amidst the trends and changes we see. That means that we must become known and trusted - and SEO experts like Rand Fishkin and Marcus Sheridan suggest that the playbook of Public Relations is an important element of that. But you have to do it right.....

So this week, Greg Matusky, founder of one of the 40 largest PR firms in America, joins me to talk about AI, marketing, disruption, and the reshaped role of PR as an element of manufacturing marketing.

If you're ready to go from worrying about traffic to making an industrial marketing impact, hit play and learn from Greg.

Chapters

Check out Greg's website and podcast: Gregory FCA and The Disruption is Now

LinkedIn: Greg Matusky and Ed Marsh

Twitter: Greg Matusky and Ed Marsh

Instagram: Ed Marsh

YouTube: @GregoryFCA and @EdMarsh

Show Transcript 

Read more from Ed's recent paper on these critical changes.

Want to forecast accurately? You must understand how these five buying decisions shape the buying journey, and your sales process must address them!

Host Ed Marsh lays out his theory of five buying decisions in this solo Episode #71 of the Industrial Growth Institute Podcast

Summary

In this episode, Ed Marsh discusses the complexities of B2B industrial sales, emphasizing the importance of understanding the buying process and the critical decisions that influence sales outcomes. He illustrates that in most complex B2B buying decisions, the real decision is made without the reps, or even many influencers, even knowing.

The five buying decisions include:

1. to commit some resources to evaluating the potential improvement of a change
2. to request capital
3. to approve capital
4. how to select a vendor
5. vendor selection

And most complex sales teams and manufacturing marketing departments focus on decision number five - vendor selection - with endless talk about what they make and do.

He highlights the challenges faced by sales reps, the need for business acumen, and the significance of engaging with decision-makers early in the sales process.

The conversation outlines five key buying decisions that impact sales success and offers strategies for improving sales effectiveness in a competitive landscape.

Takeaways

• Most complex industrial purchases must pass through hurdles of five buying decisions
• Decisions 2 & 3 determine whether there is even a purchase, and most reps don't know about it.
• Most big-ticket complex B2B industrial sales forecasts are fantasies.
• Sales reps often don't understand how business buying decisions are made.
• Buying teams typically consist of eight to twelve people.
• Sales reps need to bring business acumen to conversations.
• Most buyers prefer a sales rep-free experience.
• The first vendor contacted often wins the order.
• Sales efforts focus too much on vendor selection.
• Understanding the five buying decisions is crucial for sales success.
• Sales reps must engage with decision-makers early in the process.
• Creating projects rather than just finding them is essential for success.

Takeaway Quote from Ed Marsh

• "In many cases, the board is going to sign off."

Learn more about the five buying decisions here.

LinkedIn: Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Summary

This week, Michael Horn, Jr., former CEO of AC Horn, a fourth-generation family-owned food processing machinery builder, is in the studio chatting about the journey to a business sale. After military service and a stint as a ski instructor, he joined the struggling family business in 2011 and became CEO unexpectedly in 2014 when his father died in a bicycle accident.

Michael shares details of the transformation he helped lead, turning a company weakened by the GFC into an automated, precision, contemporary manufacturer, and shifting from fabrication and component sales to systems. Fun fact - 80 to 90 % of nut butters made in North America ran through at least one AC Horn machine.

Michael speaks in detail about changes in buyer behaviors, the growth of buying teams, the impact of COVID-19 & PPP funds on capital equipment spending cycles, and succession planning. He offers tips for companies considering an exit, including:

• Hire professional M&A advisors
• Work outside the family business first to gain perspective and leadership experience
• Maintain clean financial records and establish proper organizational structure with defined processes

The bottom line from Michael's perspective is simple - "Treat the business as an asset, not an heirloom." This enables you to make informed business decisions, including an exit if and when that becomes appropriate. In Michael's case, he watched another family successfully exit, and he planned to strategically emulate them. In early 2024, AC Horn was acquired by Probat.

Takeaways

• Experience in the military teaches important business skills and perspectives
• Succession planning is critical
• Work outside the family business is an important preparatory step
• Generational refresh can be important. Michael Sr. diversified from metal fab into machinery and Michael Jr. modernized the shop and business approach
• Independent advisors and/or directors can guide a company through strategic transitions and exits
• Bigger transactions (system sales) may be beneficial to both seller and buyer
• International markets and competition have changed significantly in the past 15 years
• Consolidation of domestic suppliers, often through earlier exits, has changed the landscape for manufacturers
• COVID and PPP money may have distorted capital equipment investment cycles
• Proper financial reporting is necessary to prepare for any transaction
• Managing the business and diligence is taxing
• Professional M&A advisory is critical to navigate the exit journey and achieve an appropriate outcome

Takeaway Quotes from Michael Horn

• "Think about your business like it's an asset, not an heirloom."
• "Assets have value. Values go up and down."
• "You may think that you know your business, but you'll have no idea how to sell it."

Learn more about the Horn family legacy and machines: AC Horn

LinkedIn: Michael Horn, Jr. and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Read more from Ed's recent paper on these critical changes.

Summary

Radu Spineanu is in the studio with Ed Marsh this week to discuss the intersection of AI and manufacturing, and explore how AI is poised to completely change enterprise software.

Radu shares his journey as a founder, through an IPO, his time in YCombinator, and in founding HumbleOps, a company focused on leveraging AI to improve manufacturing processes. They delve into the challenges of selling to manufacturers, the importance of understanding buyer behavior, and the future of manufacturing in an AI-driven world.

Radu emphasizes the need for manufacturers to adapt to these changes or risk being left behind, and explores the challenges he's found in selling to manufacturers vs. tech companies.

Takeaways

• Disruption in manufacturing requires a shift in sales strategies
• AI is transforming how manufacturing operates and sells.
• HumbleOps aims to digitize manufacturing processes effectively.
• Manufacturers often face challenges in adopting new technologies.
• Sales in manufacturing is more complex than in tech industries.
• Understanding buyer behavior is crucial for successful sales.
• AI can automate and optimize manufacturing operations.
• The future of manufacturing will involve less human labor but higher efficiency.
• Companies must adapt to AI or risk obsolescence.
• The journey of founding a startup involves continuous learning and adaptation.

Takeaway Quotes from Radu Spineanu

• "AI will run your factory."
• "The future is coming."
• "You have to understand AI."

Check out Radu's websites: HumbleOps.ai

LinkedIn: Radu Spineanu and Ed Marsh

Twitter: Radu Spineanu and Ed Marsh

Instagram: Radu Spineanu and Ed Marsh

YouTube: @RaduSpineanu and @EdMarsh

Show Transcript 

Chapters

Read more from Ed's recent paper on these critical changes.

Summary

Manufacturing podcast veteran Jim Vinoski joins Ed Marsh in the studio this week to discuss manufacturing, policy, content creation, veterans, scouts, bicycling, and more!

They discuss the importance of skilled trades education, the challenges of content creation in the manufacturing sector, and the need for a resurgence in American manufacturing. Jim shares his journey from factory floors to writing for Forbes and launching his own content consultancy.

The conversation emphasizes the significance of understanding the audience, the role of policy in manufacturing, and the value of quality content in driving industry growth.

Takeaways

• Jim Vinoski emphasizes the importance of promoting manufacturing among youth.
• The partnership between Mike Rowe and Pure Talk aims to support veterans in skilled trades education.
• Manufacturing is a challenging yet rewarding field that requires constant innovation.
• Content creation should focus on solving problems for the audience, not just promoting products.
• The resurgence of manufacturing in the U.S. is a national trend, not limited to specific regions. 
• Scouting plays a vital role in developing skills and values in youth.
• Understanding the audience is crucial for effective content marketing in manufacturing.
• AI can help bridge the gap in content creation for manufacturers.
• Manufacturers need to take responsibility for their own content and messaging.
• Quality content creation requires time, effort, and expertise.

Takeaway Quotes from Jim Vinoski

• "It's an honor to partner with Mike Rowe"
• "We need to bring back manufacturing jobs."
• "Quality content creation takes work."

Check out Jim's various websites:

• Cosgrove Content
• Manufacturing Talks
• Jim's Forbes byline
• Jim's Book on Amazon

LinkedIn: Jim Vinoski and Ed Marsh

Twitter: Jim Vinoski and Ed Marsh

Instagram: Jim Vinoski and Ed Marsh

YouTube: @ManufacturingTalks and @EdMarsh

Ed's Website: Ed Marsh Consulting

Show Transcript 

Chapters

Read more from Ed's recent paper on these critical changes.

Summary

Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space.

In this marketing podcast conversation, they discuss the 'Pride Cycle' and how businesses can navigate challenges by embracing change and innovation. Marcus shares insights from his books "They Ask You Answer" and "Endless Customers", including:

• the need for companies to adopt a media mindset
• the importance of video for marketing and sales
• how AI is changing buyer behaviors
• why "Our industry is different" is so dangerous
• the compelling need to differentiate through your marketing and sales

The conversation highlights the significance of building a known and trusted brand in a rapidly changing market, navigating a Zero-Click world where buyers use LLMs for research, and the universal appeal of Marcus' simple approach, regardless of industry.

Takeaways

• Content marketing has evolved significantly over the years.
• The industrial manufacturing space often feels unique, but principles of marketing apply universally.
• Four pillars of building a Known and Trusted Brand include: Say what others won't, Who what others won't, Sell in a way others don't, Be more human
• AI is reshaping the business landscape for marketing and sales
• The importance of executive sponsorship
• The Pride Cycle illustrates the need for continuous effort in marketing and sales.
• Transparency in pricing builds trust and differentiates businesses.
• Video marketing is crucial for modern engagement and brand building.
• Big 5 video types include Cost & Price, Problems, Versus & Comparison, Reviews, and Best in Class
• The buyer's journey has changed; companies must adapt to new consumer behaviors.
• Why every company needs to think of themselves as a media company.
• Building trust is essential in a market with a significant trust deficit.
• Corporate speak works reduces credibility
• How Salt Water Fishing University is an outlet but also a deliberate learning experience for Marcus
• Sales and marketing must work closely together to succeed.
• Embracing the grind and treating marketing as a priority is vital for long-term success.
• Sales must use video as well
• The importance of sales process, coaching and role playing

Takeaway Quotes from Marcus Sheridan

• "You're not special."
• "Opportunity gets really high when resistance gets really high."
• "Most companies are practicing on their customers."

Check out Marcus' various websites:

• MarcusSheridan.com
• Amazon Endless Customers
• Endless Customers Website
• PriceGuide.ai
• Question First Group 

LinkedIn: Marcus Sheridan and Ed Marsh

Twitter: Marcus Sheridan and Ed Marsh

Instagram: Marcus Sheridan and Ed Marsh

YouTube: @MarcusSheridan and @SaltWaterFishingUniversity and @EdMarsh

Show Transcript 

Chapters

Read more from Ed's recent paper on these critical changes.

Summary

Jeff Tehan, a former Army Blackhawk pilot, technology product manager and "sensemaking evangelist," joins Ed Marsh in the studio to discuss navigating business uncertainty in the AI era. Jeff brings a unique perspective shaped by his military aviation background and extensive product management experience, now focused on helping leaders interpret uncertainty, align teams, and make insight-driven decisions using AI tools.

The conversation explores how AI can help reduce uncertainty in business decision-making while acknowledging the meta-level uncertainty that AI itself creates. Jeff emphasizes the importance of "human in the loop" approaches and explainable AI, arguing that AI should enhance human capabilities rather than replace them. The conversation highlights:

• The challenge of making decisions amid unprecedented uncertainty and rapid change
• How AI can help process vast amounts of data to reduce uncertainty in business decisions
• The importance of distributed decision-making and human oversight in AI implementation
• Practical applications of AI in sales qualification, customer insight, and marketing personalization
• The evolution from traditional sales pitches to insight-driven customer engagement
• Strategies for helping teams embrace rather than fear AI adoption
• The concept of "sense-making" as a critical leadership capability in the AI economy

Takeaways

• Uncertainty reduction is the key goal: AI's primary value lies in helping leaders process information to reduce uncertainty and make confident decisions
• Human-in-the-loop is essential: AI should augment human decision-making, not replace it entirely
• Explainable AI builds trust: Teams need to understand how AI tools work and what data they use to embrace adoption
• Distributed decision-making becomes possible: AI enables decisions to be made at the point of need rather than flowing up the chain
• Top performers will benefit most: High achievers will leverage AI tools to enhance their capabilities, while those resistant to change may be left behind
• Sales must shift from pitch to insight: Successful salespeople will use AI to understand customers deeply and co-create solutions
• Buyer personas can be enhanced with AI: Marketing teams can create more sophisticated, personalized buyer avatars using AI analysis
• Strategic planning improves with AI research: Business planning becomes more powerful when AI handles underlying research and analysis
• Validation is crucial: Always verify AI outputs using multiple sources or human judgment
• Leadership starts with self-assessment: Leaders must first understand their own capabilities and gaps before implementing AI across their organization

Takeaway Quotes from Jeff Tehan

• "Reducing uncertainty has been handed to us with AI"
• "People first, human in the loop. We're not developing robots to do humans' jobs."

LinkedIn: Jeff Tehan and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Summary

Rick Kranz is in the podcast studio this week to delve into the practical applications of AI in marketing and sales. He emphasizes the importance of community and collaboration in adopting AI technologies.

Ed and Rick discuss his diverse career journey, the significance of building practical AI solutions for businesses, and the evolving landscape of marketing strategies in the age of AI. The conversation also highlights:

• changing buyer behavior
• the future of sales and marketing as influenced by AI tools and technologies
• practical applications of AI in marketing and sales
• how small and mid-sized businesses can leverage AI tools to enhance their processes
• the role of executives in understanding AI capabilities
• the future of AI in the workforce.

The discussion also touches on engagement strategies on platforms like LinkedIn and the significance of having guardrails in AI systems to ensure effective implementation.

Takeaways

• Midsize industrial manufacturers need to engage with AI at multiple levels.
• Community plays a crucial role in adopting AI technologies.
• Discipline and methodology are key to mastering any skill, including AI.
• Small businesses can leverage AI to compete with larger firms.
• The traditional marketing playbook is evolving with AI advancements.
• Sales and marketing are increasingly interconnected in the buyer's journey.
• Buyers are using AI to streamline their research and decision-making processes.
• AI can automate entry-level tasks, changing the landscape of marketing jobs.
• The AI Automation Lab is designed for business owners and sales professionals to learn and implement AI solutions.
• Weekly sessions include co-build and troubleshooting sessions provide the most value to participants.
• Community brainstorming enhances problem-solving.
• AI can assist in content creation and writing.
• Engagement on LinkedIn requires strategic thinking.
• Executives should observe AI applications to trigger ideas.
• Guardrails in AI systems prevent mistakes.
• Small businesses can automate grunt work with AI.
• Practical applications of AI can save time and resources.
• The future of AI should focus on enhancing human capabilities.

Takeaway Quotes from Rick Kranz

• "It's about methodology and discipline."
• "AI is taking over entry-level tasks."
• "Get your salespeople on LinkedIn."

Check out Rick's AI Marketing Automation Lab website.

LinkedIn: Rick Kranz and Ed Marsh

Twitter: Rick Kranz and Ed Marsh

Instagram: Rick Kranz and Ed Marsh

YouTube: @AI-Kelly and @EdMarsh

Show Transcript 

Chapters

Read more from Ed's recent paper on these critical changes.

Summary

Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, the necessity of a strategic approach, and the essential qualities of a community manager.

The conversation highlights:

• common pitfalls in community building
• the significance of testing and iterating strategies
• key metrics for measuring community success
• the intricacies of building and managing online communities
• the importance of understanding community personas
• generational preferences
• mobile accessibility
• training moderators
• establishing community guidelines
• and the role of sponsorship

Leslie emphasizes that investment in community initiatives should be viewed as a long-term commitment, and that communities can include a diverse range of participants, including competitors and partners.

The discussion also highlights the evolution of the Wednesday Women community, its unique approach to member engagement, and the growing significance of community in today's business landscape.

Takeaways

• Community is defined by the members who identify with it.
• Building a community requires a clear strategy and understanding of the target audience.
• Engagement and connection are crucial for a thriving community.
• Communities can serve various business outcomes, including support, product feedback, and customer acquisition.
• A community manager should be a facilitator, not just a moderator.
• Testing and iterating on community strategies is essential for success.
• Key metrics for community success include member satisfaction and retention rates.
• Investment in community initiatives should be viewed as a long-term commitment.
• Segmentation helps in addressing the unique needs of various community members.
• Generational preferences influence platform choices for community engagement.
• Mobile accessibility is essential for communities catering to deskless workers.
• Training moderators can enhance community interactions and support.
• Community guidelines should be clear and tailored to the brand's voice.
• AI may enhance community interactions but personal connections remain vital.
• Integrating online and offline experiences can strengthen community bonds

Takeaway Quotes from Leslie Greenwood

• "Community is defined by the members who identify with it."
• "Testing and iterating on community strategies is essential."
• "Many communities fail due to lack of strategy."

Check out Leslie's Chief Evangelist and Wednesday Women websites.

LinkedIn: Leslie Greenwood and Ed Marsh

Twitter: Leslie Greenwood and Ed Marsh

Instagram: Leslie Greenwood and Ed Marsh

YouTube: @ChiefEvangelistConsulting and @EdMarsh

Show Transcript 

Chapters

Read more from Ed's recent paper on these critical changes.

Summary

Walter Crosby joins Ed in the studio this week to delve into the critical role of sales management in driving revenue growth for industrial manufacturers.

They discuss the concept of fractional sales management, the challenges of implementing effective sales training, and the importance of understanding buyer behavior. Walter emphasizes the need for salespeople to possess business acumen to navigate complex sales environments and highlights the significance of creating urgency in the sales process.

They also discuss:

• the evolving landscape of sales in the digital age
• the intricacies of sales management, accountability, and methodologies
• the importance of congruency in messaging between marketing and sales
• the need for accountability in performance
• how to motivate sales teams by understanding their personal goals.

Walter shares insights from his podcast, 'Sales and Cigars', and emphasizes the significance of mentorship and training in sales. The discussion also touches on the role of AI in sales training and the benefits of fractional sales management, highlighting the need for effective systems and processes in sales organizations.

Takeaways

• Sales management is foundational for consistent growth.
• Fractional sales management requires quick impact.
• Transformation in sales culture can be uncomfortable.
• Salespeople must understand ROI to communicate effectively.
• The status quo is the biggest competitor in sales.
• Hope is not a strategy; sales require actionable insights.
• Sales managers often lack respect within organizations.
• Buyers prioritize their needs over the seller's offerings.
• Sales training should include both producers and managers.
• Investing in sales playbooks is essential for success.
• Congruency in messaging is essential for sales and marketing alignment.
• Accountability is key; companies get the behavior they tolerate.
• Understanding generational differences can enhance sales team dynamics.
• Motivating sales reps requires knowing their personal goals.
• Podcasting can be a fun and valuable platform for sharing insights.
• Books like 'Meditations' and 'The E-Myth' are great resources for professionals.
• Not all sales reps can be trained; focus on those willing to learn.
• Navigating business challenges is part of growth and learning.
• Fractional sales management can provide immediate support and structure.
• AI tools can assist in sales but should not replace human interaction.

Takeaway Quotes from Walter Crosby

• "Sales management is a fulcrum for revenue."
• "Transformation is uncomfortable for teams."
• "Companies get the behavior that they tolerate."
• "AI is a toolbox, not a solution."

Check out Walter's Helix Sales Development website.

LinkedIn: Walter Crosby and Ed Marsh

Twitter: Walter Crosby and Ed Marsh

Instagram: Walter Crosby and Ed Marsh

YouTube: @WalterCrosby and @EdMarsh

Show Transcript 

Chapters

Article - Hiring a Sales Manager

Article - Tips for Hiring a Sales Manager

Summary

In this episode, Ed Marsh and Belinda Ephraim delve into the world of deep tech and venture capital. Belinda, managing general partner at TENSEUR Capital, shares her insights on the importance of scientific foundations in technology, the challenges of 3D printing, and the necessity of a strong work ethic for founders.

They discuss her transition from investment banking to venture capital, the significance of customer market fit, and the role of lifelong learning in achieving success. The conversation also touches on:

• Belinda's immigrant experience from Nigeria to the US
• her journey in building a network of innovators through her podcast, the Neo Industrial Podcast
• the importance of proof of concept in investment decisions
• the need for corporate development strategies in middle-market manufacturing
• the potential of corporate venture capital to drive innovation.

Belinda also emphasizes the necessity for companies to adapt and innovate in response to market changes, particularly in the context of U.S. manufacturing and the evolving landscape of technology investments.

Middle market industrial manufacturers may overlook the inorganic growth opportunity of acquisitions and might not consider corporate venturing as a way to place affordable bets on technology.

Takeaways

• Deep Tech is rooted in scientific and engineering foundations.
• The future of technology will require new infrastructures to support advancements.
• Lifelong learning and adaptability are crucial for success in business.
• Customer pain points should drive product development in deep tech.
• Investment banking experience can provide valuable insights for venture capital.
• The importance of a strong work ethic in founders of deep tech startups.
• Disruption in industries requires a generalist mindset.
• The Neo Industrial Podcast aims to bridge gaps in knowledge and networking.
• Building a venture firm involves understanding the complexities of technology commercialization.
• There's genius in people.
• Corporate VC can become misaligned with the company's vision.

Takeaway Quotes from Belinda Ephraim

• "Disruption requires a generalist mindset."
• "Corporate development is a critical factor."

Check out Belinda's Deep Tech VC website.

LinkedIn: Belinda Ephraim and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @NEOIndustrialist and @EdMarsh

Show Transcript 

Chapters

Summary

Michael Feuz, an economic speaker from ITR Economics, is in the Industrial Growth Institute Podcast studio this week to discuss the current business landscape, sales strategies, and the forecast for the 2030s. Mike and Ed explore the importance of understanding market dynamics, the transition from sales to economics, and the challenges businesses face in uncertain times.

Michael shares insights from his unique background, including his experience in tech sales and public speaking, and emphasizes the need for businesses to adapt their strategies in response to economic trends. He and Ed also discuss:

• strategic business positioning for the upcoming economic challenges of the 2030s
• the importance of understanding economic cycles
• leveraging technology and AI for efficiency
• the U.S. economy
• key economic indicators for business leaders
• labor challenges in the industrial sector
• the impact of tariffs on the trucking industry.

Additionally, they emphasize the need for businesses to adopt aggressive growth strategies and effective marketing approaches to navigate the changing landscape.

In sum, the conversation offers an interesting dive into ITR's forecast for strong growth in the next five years, then five years of economic depressions, albeit with cyclical fluctuations. The message is to use this period of strength to position your business with a strong balance sheet, an agile structure, and clear competitive advantage.

Takeaways

• Practical perspective on economics.
• Public speaking skills are essential for conveying economic data.
• Sales strategies must adapt during periods of uncertainty.
• Building relationships is key to successful sales.
• Discipline in sales leads to better outcomes.
• Economic forecasting can help businesses prepare for the future.
• The 2030s may present significant economic challenges.
• Businesses should not miss opportunities for growth in the coming years.
• Businesses should prepare for the 2030s by evaluating their market positions.
• Understanding economic cycles is crucial for strategic planning.
• Investing in automation can enhance productivity and reduce labor needs.
• Aligning leadership and board perspectives is essential for effective decision-making.
• The U.S. economy is projected to remain strong despite global challenges.
• Key economic indicators include B2B spending and money supply.
• Labor availability is a significant concern for industrial sectors.
• Tariff impact on supply chains.
• Alternative data can provide valuable insights into market trends.
• Effective marketing strategies are vital for professional services firms.

Takeaway Quotes from Michael Feuz

• "If you're preparing for the 2030s, you're not going to be worse off if it doesn't materialize."
• "Take care of the little things so the big things fall in place."

Check out Michael's ITR Economics website.

LinkedIn: Michael Feuz and Ed Marsh

Twitter: Mike Feuz and Ed Marsh

Instagram: Mike Feuz and Ed Marsh

YouTube: @ITREconomics and @EdMarsh

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Chapters

Summary

Taylor Evans joins Ed to discuss the current state of manufacturing and workforce development, emphasizing the importance of talent acquisition, employer branding, and the challenges faced in attracting skilled labor.

They explore the evolution of sales and marketing within the manufacturing sector, the significance of building relationships in business development, and the impact of perceptions on manufacturing careers.

The conversation also touches on:

• the future of manufacturing jobs
• the role of MEPs
• broader implications of manufacturing on employment
• the evolving perception of manufacturing
• the role of private equity
• the importance of advocacy in the industry.

Taylor shares insights on investing in local manufacturing, the impact of automation and AI on jobs, and the significance of decisiveness in business decisions. Taylor also explains recruitment process outsourcing and emphasizes the importance of community in business development.

He highlights the potential of podcasts as a business development tool and discusses incentives for hiring veterans, as well as the future of vocational education in the context of a manufacturing renaissance.

Takeaways

• Manufacturing companies often hold themselves back by not applying continuous improvement principles to talent acquisition.
• The ability to hire and retain talent is a significant challenge in manufacturing.
• Employer branding is crucial for attracting talent in manufacturing.
• Building relationships is more effective than traditional sales tactics.
• The Rust Belt identity is evolving, reflecting a manufacturing renaissance.
• Perceptions of manufacturing careers need to change to attract younger generations.
• The skills gap and labor shortage are critical issues for the future of manufacturing.
• Investment in manufacturing resources, like MEPs, is essential for growth.
• Awareness and exposure to manufacturing careers are vital for attracting talent.
• Manufacturing jobs create a ripple effect of employment opportunities in support roles. 85% of people now have a positive view of manufacturing.
• We need to close the gap in manufacturing perception.
• Private equity is evolving to include manufacturing expertise.
• Automation enhances job quality and safety.
• AI will improve productivity in manufacturing.
• RPO offers a strategic partnership for hiring.
• Community engagement drives business development.
• Podcasts can effectively generate business opportunities.
• Incentives exist for hiring veterans in manufacturing.

Takeaway Quotes from Taylor Evans

• "Employer branding remains an untapped market."
• "Automation makes for better jobs"

Check out Taylor's Rust Belt Recruiting website.

LinkedIn: Taylor Evans and Ed Marsh

Twitter: Ed Marsh

Instagram: Rust Belt Recruiting and Ed Marsh

YouTube: @RustBeltRecruiting and @EdMarsh

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Chapters

Summary

Ted McKenna, coauthor of The JOLT Effect and founding partner of DCM Insights, joins Ed Marsh to dissect why B2B deals often die not from rejection but from buyer indecision. With research showing that up to 60% of complex B2B deals result in no decision, McKenna explains how fear, not preference for the status quo, is often the culprit.

McKenna introduces the JOLT framework:

Judge indecision - Offer a recommendation - Limit the exploration - Take risk off the table

He explains that JOLT helps sellers overcome buyer hesitation. He emphasizes that indecision is largely rooted in FOMU (Fear of Messing Up), which outweighs even FOMO (Fear of Missing Out) and calls for a more empathetic, confidence-building sales approach.

The discussion also explores:

• The psychology of buyer paralysis and risk aversion
• How sellers unintentionally worsen indecision
• The need for sales to provide structure, guidance, and reassurance
• Marketing’s role in preempting fear and simplifying decisions
• How sales organizations must evolve to help buyers move forward, not just press harder

This episode is must listen for any enterprise seller facing long sales cycles, multiple stakeholders, and stalled deals.

Key Topics Covered

1. Psychological roots of indecision in B2B buyers
2. JOLT: A four-part method to dislodge stuck deals
3. Why fear of failure trumps fear of missing out
4. The role of sellers as buyer agents, not persuaders
5. Tactics to reduce perceived risk in capital decisions

Takeaways

• Up to 60% of complex B2B deals result in no decision, often due to fear, not logic.
• 87% of sales conversations show signs of buyer indecision.
• FOMU (Fear of Messing Up) outweighs FOMO and freezes deals.
• Buyers fear errors of commission (doing something wrong) more than omission (missing out).
• Making a confident recommendation builds trust and reduces risk.
• Indecision often stems from options overload, information overload, and expectations overload.
• Doubling down on FOMO when a buyer hesitates actually worsens indecision.
• Internal politics, previous bad experiences, and execution concerns all feed FOMU.
• Sellers must adjust forecasting based on buyer indecision, not just intent.
• Multi-threading is essential: more voices = more indecision to uncover.
• Buying teams may contain internal saboteurs or passive resistors, so JOLT must be applied across the group.
• Help deal champions use JOLT tactics on their own team to move forward.
• Sellers can qualify out deals based on a buyer’s incapacity to decide, not just budget.
• Post-sale validation (to confirm no regret) should be built into project plans.
• “Rip and replace” situations require extra effort to reduce FOMU and show safety nets.
• Indecision is rising over time and exacerbated in uncertain economic climates.
• AI and unstructured data tools may help detect indecision signals proactively.
• Sales differentiation today is more about how you sell than what you sell.

Takeaway Quotes from Ted McKenna

• "Indecision is often rooted in fear of failure."
• "We have to find ways to actively de-risk that decision."
• “The buyer already feels fear—when we pile on more fear, we just make it worse.”

Check out Ted's The JOLT Effect and DCM Insights websites.

LinkedIn: Ted McKenna and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

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Chapters

Summary

John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses.

John shares insights from his extensive career, emphasizing the need for practical application in training and the significance of human connection in sales.

The conversation also touches on:

• today's sales challenges
• sales mindset
• core principles of effective sales
• problem-solving, resilience, and personal connections
• and the necessity of overcoming excuses to achieve success.

The dialogue also highlights the significance of understanding personal goals in sales management, the importance of effective sales kickoffs, the role of authenticity in sponsorships, and the power of video in sales communication.

Barrows reflects on leadership lessons learned from Jack Welch and highlights the evolving landscape of B2B sales, advocating for agility and continuous improvement in sales processes.

Takeaways

• Industrial sales can learn from tech's creative approaches.
• John Barrows emphasizes the importance of practical sales training.
• AI is transforming the sales landscape, making human connection vital.
• Sales training should be a consistent expectation, not an aspiration.
• In-person training is crucial for new sales professionals.
• Sales is about solving problems, not just convincing customers.
• The first two years in sales should be spent in the office for development.
• A growth mindset is essential for success in sales. If you are not a problem solver, get out of the profession.
• Winning is great, but learning from losses is crucial.
• Sales managers should know their salespeople's personal goals.
• AI can enhance sales coaching and management.
• Excuses are just that—excuses; take control.
• Sales training is becoming more specialized and segmented.
• Respect for others' time is crucial in work.
• Sales kickoffs should focus on actionable insights.
• Authenticity is key in sponsorships and partnerships.
• Video can enhance communication and engagement in sales.
• Agility is essential for adapting to market changes.
• Continuous improvement should be a daily practice.
• Sales teams should collaborate to innovate processes.
• Understanding your audience is vital for effective selling.

Takeaway Quotes from John "Make It Happen" Barrows

• "AI is coming for all of us."
• "Sales is about helping people solve problems."
• "If you are not a problem solver, get out."

Check out John's JB Sales website and the children's sales book he wrote with his daughter.

LinkedIn: John Barrows and Ed Marsh

Twitter: John Barrows and Ed Marsh

Instagram: John Barrows and Ed Marsh

YouTube: @JohnMBarrows and @EdMarsh

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Chapters

Summary

Selling to the C-suite has never been easy, and it's rapidly getting much harder. How can teams succeed?

Elizabeth Freedman brings years of personal experience selling to the Csuite to the Industrial Growth Institute podcast as she and Ed Marsh discuss the intricacies of executive performance and leadership.

The conversation focuses on Elizabeth's expertise in:

1. Selling to the C-suite
2. Understanding and coaching executives on making decisions in a stressful world

These are both critical for B2B sales reps to master if they're going to consistently excel at selling complex B2B solutions to industrial manufacturing business leaders.

After discussing her career focus of helping others - from time in the Peace Corp through her consulting work, Elizabeth kicks the conversation off with a personal anecdote of her early struggles selling to the csuite, and shares her journey from struggling to communicate with executives to founding eSuite Leader, a firm dedicated to empowering leaders. They explore the value of coaching, the relevance of liberal arts education, and the challenges of bridging generational gaps in communication.

The conversation delves into:

• the evolving decision-making processes of executives
• the immense and preoccupying pressures they face
• the role of committees in decision-making
• changes in accountability in organizations
• the keys to successful selling to the C-suite
• the critical importance of understanding executive decision-making.

They discuss strategies for prospecting, managing stress, the significance of personal branding in professional settings, and even the relevance of liberal arts education. The dialogue emphasizes the need for clear communication and the ability to simplify complex ideas for executive audiences, while also addressing the challenges faced by sales professionals in navigating relationships across different organizational levels.

Takeaways

• The importance of actionable insights for executives.
• Her journey of helping others is rooted in personal experiences of struggle.
• Coaching and consulting must be linked to tangible business results.
• Liberal arts education provides critical thinking skills but must connect to practical applications.
• Bridging generational communication gaps.
• Executive decision-in a world of overwhelming information.
• Prioritization and scenario planning.
• The role of committees in decision-making can complicate accountability.
• Creating shared ownership and accountability is a persistent challenge.
• The key to success in selling to the C-suite is to genuinely care about clients' needs.
• Referral strategies are crucial for prospecting to executives.
• Understanding what matters to clients is essential for effective communication.
• Sales professionals must adapt their language to different audiences.
• Simplifying complex ideas is vital when communicating with the C-suite.
• Managing stress effectively is important in high-stakes environments.
• Personal branding can enhance professional relationships and opportunities.
• Seizing opportunities during periods of turmoil requires a proactive mindset.

Takeaway Quotes from Elizabeth Freedman

• "We have to care about what they care about."
• "We must be able to speak in their language."
• "Meet people where they are."

Check out Elizabeth's E-Suite Leader website.

LinkedIn: Elizabeth Freedman and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

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Chapters

Summary

Roi Carmel, CEO of Spotlight.ai, joins EdMarsh  to discuss the intersection of sales, technology, and the impact of AI on the sales process.

They explore the importance of viewing sales as a core function across all roles, the concept of autonomous deal execution, and how AI can streamline sales processes while maintaining the essential human element. The discussion dives deeply into the rapid evolution of AI Sales Agents and how technology is quickly empowering reps - although it's unlikely to replace them despite some predictions.

Roi shares insights on topics including:

• managing complex sales cycles
• the significance of discovery
• the need for accurate sales data to inform decision-making at the executive level
• common pitfalls in sales
• unrealistic pipelines, pipeline reviews, MEDDPICC, BANT, other qualification frameworks
• the importance of understanding customer pain points
• the philosophical difference between qualifying deals in vs. qualifying them out

They also explore the evolving landscape of sales and AI, emphasizing the importance of understanding deal dynamics, building trust, and leveraging community engagement. Roi shares insights from his experiences in AI and sales, discussing the critical role of mentorship and the need for continuous learning in a rapidly changing environment.

Roi also shares thoughts on the significance of maintaining a balance in life as a CEO and the lessons learned from military service, archery, and judo that apply to leadership and resilience.

Takeaways

• AI sales agents can streamline sales processes while preserving human interaction.
• Understanding customer pain points is crucial for successful sales.
• Sales reps often have 'happy ears' leading to unrealistic pipelines.
• Discovery is essential to tie solutions to customer outcomes.
• Sales managers should focus on quality over quantity in pipelines.
• Autonomous deal execution can enhance sales efficiency.
• Sales cycles can be sped up by addressing gaps in real-time.
• AI is changing the way we prepare for sales meetings and qualify opportunities.
• Factors beyond our control, like M&A, change deal qualification.
• Salespeople need to focus on gaps in their deals, not just successes.
• Trust is the foundation of effective leadership.
• Archery teaches mental toughness and resilience in business.
• Continuous practice is essential for sales success.
• Communities are becoming vital for building trust in business.
• AI will increasingly influence how deals are qualified and managed.

Takeaway Quotes from Roi Carmel

• "Slow down to speed up."
• "We need to orchestrate, not operate."
• "AI is accelerating value-driven conversations."
• "Always be qualifying out."

Check out Roi's Spotlight.ai website.

LinkedIn: Roi Carmel and Ed Marsh

Twitter: Roi Carmel and Ed Marsh

Instagram: Ed Marsh

YouTube: @SpotlightAIVideo and @EdMarsh

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Chapters

Summary

Dan Schobel joins the Industrial Growth Institute podcast to chat with host Ed Marsh about the often-overlooked topic of trade credit insurance. They explore how this financial tool can mitigate risks for industrial manufacturers while also creating opportunities for increased sales flexibility. Dan shares his journey in the industry, the challenges of launching his own business, and insights into effective sales strategies.

The conversation also delves into:

• the current economic landscape and its implications for businesses
• rising bankruptcy rates
• the importance of understanding customer risks in business.

They delve into the role of credit insurance as a tool for managing financial risks, providing competitive advantages, and improving cash flow. The discussion also addresses common misconceptions about trade credit insurance and emphasizes the necessity for businesses to consider this coverage to safeguard their receivables and support growth.

Dan finished with an admonition to "Just sell the deal!" Imagine having that confidence.

Takeaways

• Trade credit insurance mitigates risk and creates opportunities.
• Dan Schobel launched his business to seize the moment.
• Sales in the B2B space require constant prospecting.
• Understanding customer risk is crucial for receivables protection.
• Trade credit insurance is not the same as factoring.
• The cost of trade credit insurance is minimal compared to its benefits.
• Threatening to file a claim can prompt customer payments.
• Retail is struggling while restaurants are busy.
• Economic conditions vary significantly by industry.
• Effective sales strategies involve understanding the decision-makers.
• Economic disparities exist between urban and rural areas.
• Bankruptcy rates are increasing, particularly in mid-America.
• Understanding customer risks is crucial for businesses.
• Credit insurance can provide a competitive edge in sales.
• Managing stress is part of navigating high-stakes situations.
• Credit insurance can free up cash and reduce financing costs.
• Many companies are unaware of the benefits of credit insurance.
• Misconceptions about the cost of credit insurance persist.
• Effective risk management can lead to business growth.
• Building relationships and trust is key in the insurance industry.

Takeaway Quotes from Dan Schobel

• "You're crazy if you don't cover it."

Check out Dan's Trade Smart website.

LinkedIn: Dan Schobel and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

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Chapters

Summary

Diana Huff, a marketing expert focused on American manufacturing chats with host Ed Marsh. They discuss her journey from a background in English literature to industrial marketing, her passion for promoting Made in USA products, and the challenges faced by small manufacturers in the current economic landscape.

The conversation delves into the impact of offshoring, the role of private equity in manufacturing, and the importance of effective marketing strategies for small manufacturers. Diana shares her insights and opinions on various topics including:

• the evolving nature of industrial marketing
• the significance of maintaining a strong manufacturing base in the U.S.
• the complexities of automation in manufacturing
• the impact of private equity on American jobs
• the critical need for effective marketing strategies.

They discuss the balance between profit and employee welfare, the importance of manufacturing jobs in providing stability, and the necessity of building trust in marketing. The conversation emphasizes the need for manufacturers to adopt a continuous improvement mindset in both production and operations, and marketing and sales to thrive in a changing landscape.

Takeaways

• Diana Huff has a rich background in industrial marketing and manufacturing.
• The role of private equity in manufacturing can be both beneficial and detrimental.
• Offshoring has significantly impacted American manufacturing jobs.
• Effective marketing is crucial for small manufacturers to compete.
• Websites should communicate expertise and attract talent, not just generate leads.
• Diana's blog focuses on promoting Made in USA products based on personal experiences.
• The manufacturing industry has become more efficient due to competition. 
• Automation can help address labor shortages in manufacturing.
• Diana's journey reflects a passion for revitalizing American manufacturing.
• Automation helps ensure consistent quality in manufacturing processes.
• The precision of automated tools can reduce waste and improve safety.
• Balancing profit maximization with employee welfare is a complex challenge.
• Many American manufacturers struggle with marketing and sales effectiveness. Improving their revenue growth can improve resilience and reduce the need to sell.
• Private equity can provide important options for business owners.
• Different firms and philosophies may emphasize business cuts while others embrace owners, legacy, employees and community.
• Manufacturing jobs are vital for community stability and individual dignity. - Building trust in marketing is essential for long-term success.
• Effective marketing requires consistency and a clear budget.
• Manufacturers should adopt a continuous improvement mindset in marketing.
• Consumers can support American manufacturing by being informed and intentional in their purchases.

Takeaway Quotes from Dianna Huff

• "There is no straightforward, easy answer."
• "Private equity may actually serve a purpose."
• "The focus on profits has led to offshoring."

Check out Diann's Huff Industrial Marketing website.

LinkedIn: Dianna Huff and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

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Chapters

Summary

In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Steve Maurer, an industrial content marketing copywriter with a rich background in maintenance and safety.

They discuss the evolution of content marketing in the industrial sector, the importance of understanding the buyer's journey, and how to effectively communicate emotional benefits to potential customers.

Steve shares insights on:

• aligning content with the buyer's journey
• the shift from print to digital content
• the challenges of writing case studies and white papers
• the need for a human touch in industrial marketing
• the importance of listening to the target market.

In this conversation, Steve Maurer shares insights on the challenges faced by marketing teams in industrial sectors, the evolution of content length for SEO, and the importance of understanding audience needs. He discusses the role of AI in content creation, effective interviewing techniques for extracting valuable information, and the significance of emotional connection in marketing.

Maurer also emphasizes the need for a structured review process and the value of adjacent content in engaging potential customers. He concludes with recommendations for aspiring copywriters and the importance of strategic content planning.

Takeaways

• Steve's first career was on factory floors before he transitioned from maintenance to content marketing.
• Understanding the buyer's journey is crucial for effective marketing.
• Emotional benefits are key in B2B marketing.
• Content must align with the buyer's journey for success.
• Digital content is replacing traditional print materials.
• Companies need to understand their target market's needs.
• Style guides help maintain consistent messaging.
• Video content is increasingly important in marketing.
• Case studies should focus on the customer as the hero. Marketing teams often struggle with resource limitations.
• Longer blog posts are now essential for effective SEO.
• Understanding your audience's emotional needs is crucial.
• AI can significantly enhance the research process for writers.
• Effective interviewing can uncover valuable tacit knowledge.
• A structured review process can streamline content approval.
• Writing should engage the audience on a conversational level.
• Adjacent content can attract potential customers beyond direct product marketing.
• Reading widely can improve copywriting skills.

Takeaway Quotes from Steve Maurer

• "Ask the so what question."
• "Don't make me think, show me."
• "Listen to your market and they will tell you."
• "I want to have a conversation with you, even if it's on paper."

Check out Steve's Maurer Copywriting website.

LinkedIn: Lew Weiss and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

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Chapters

Summary

Lew Weiss, founder of All Metals and Forge Group and Host of Manufacturing Talk Radio joins Ed to share his extensive experience in industrial sales and marketing.

Lew discusses the evolution of sales over the decades, his early adoption of the internet, and the significant impact of achieving ISO certification on his business.

He also reflects on the creation of Manufacturing Talk Radio, emphasizing the importance of providing valuable insights to manufacturers. The conversation highlights:

• Lew's innovative approach to marketing and his ability to adapt to changing industry landscapes
• his journey in podcasting
• the impact of his show on his business
• transition from audio to video
• challenges of monetization
• importance of consistency
• the value of educating the audience, and the need for commitment and patience in building a successful podcast.

Weiss also reflects on the surprises encountered during business transactions and the balance between work stress and passion for the industry.

Takeaways

• Lew Weiss founded All Metals and Forge Group in 1972.
• He embraced innovative marketing strategies throughout his career.
• The internet revolutionized his approach to business.
• ISO certification significantly boosted his company's credibility.
• Marketing has always been more important than sales in his experience.
• Manufacturing Talk Radio was created to provide insights to manufacturers.
• He recognized the need for continuous reinvention in business.
• Lew's unique branding with the yellow jacket made him recognizable.
• He generated substantial leads through his website.
• The podcast gained significant traction, with high download numbers. Sales at All Metals and Forge Group increased by over 30%.
• Consistency is crucial for podcast success.
• Transitioning to video-enhanced audience engagement.
• Syndication expanded the reach of the podcast.
• Monetization in podcasting is challenging but necessary.
• Surprises in business transactions are common.
• Passion for the work helps manage stress.
• Understanding industry buzzwords is essential for success.
• Rewards from podcasting can be significant over time.
• Educating buyers is vital in today's market.

Takeaway Quotes from Lew Weiss

• "Consistency is key in podcasting."
• "The rewards will come back in spades."
• "Educating your buyer is of colossal importance."

Check out Lews's Manufacturing Talk Radio website.

LinkedIn: Lew Weiss and Ed Marsh

Twitter: @MfgTalkRadio and Ed Marsh

Instagram: Ed Marsh

YouTube: @MfgTalkRadio and @EdMarsh

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Chapters

Summary

Jean Rabatin, a successful woman in sales and a long-time professional in the automation industry, discusses her journey from selling metal to robotics.

Jean and host Ed Marsh explore the significance of live events and trade shows in building relationships and generating leads, the challenges of transitioning from technical to commercial conversations, and the importance of understanding partner dynamics in sales.

Jean shares insights on:

• managing trade show leads
• complexities of channel partnerships
• evolving landscape of automation technology
• different types of industrial sales channel
• specifics of partnerships in robotic integration
• importance of support culture over exclusivity.

They explore the concept of ideal partner profiles, the significance of training and onboarding, and the impact of innovative co-marketing (manufacturer and channel partner) strategies in the industrial space.

The discussion also touches on personal well-being, the future of AI in robotics, competition in automation, and trends in US automation, providing insights into how companies can adapt to evolving market demands.

Takeaways

• Jean's career spans over 22 years in automation and robotics.
• The importance of live events for personal connections in business.
• Transitioning from technical discussions to commercial conversations is crucial.
• Feedback from partner events is essential for future planning.
• Trade shows serve as networking opportunities rather than just sales events.
• Managing trade show leads effectively is key to success.
• Selling custom automation presents unique challenges compared to traditional sales.
• Women in industrial sales bring a different perspective and can be successful.
• The move to automation requires understanding both direct and channel sales.
• Building technology partnerships can enhance market offerings and growth.
• Successful integrators have relationships with various robot companies.
• Support culture is crucial in differentiating companies.
• Training programs should be tailored to the partner's existing knowledge.
• AI will play a significant role in the future of robotics.
• The market is shifting towards companies that can't find workers.
• Automation audits can help identify opportunities for integration.
• Innovative marketing strategies can enhance visibility and engagement.
• Personal well-being practices are essential for maintaining focus.
• Adaptability is key for integrators in changing industries.

Takeaway Quotes from Jean Rabatin

• "We want them to know who we are."
• "You have to earn that credibility."
• "We don't ask or demand for exclusivity."
• "You have to have some kind of value add."
• "We need robots to manufacture in this country."

Check out Jean's Yaskawa Motoman Robotics website.

LinkedIn: Jean Rabatin and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @Yaskawa and @EdMarsh

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Chapters

Summary

Mike Miller is an Air Force Veteran and experienced capital equipment sales engineer. Today, he's a sales manager with a unique background in aerospace engineering and military service.

Mike and Ed discuss the common sales challenges faced by industrial manufacturers, the importance of balancing technical knowledge with sales excellence, and the transition from military to sales roles. Mike shares insights on effective sales training, the significance of understanding customer needs beyond technical specifications, and the challenges of moving into management.

The conversation highlights the importance of:

• relationship management
• proper onboarding
• lessons learned from military discipline that can be applied to sales
• dual roles of leadership and management in sales
• importance of accountability and control.

Mike shares insights on transforming traditional sales processes, managing customer relationships, and the significance of hiring and developing sales talent. The discussion also covers pricing strategies, sales compensation, and the challenges facing US manufacturing. Miller concludes with practical advice for sales leaders seeking to improve their processes and outcomes.

Takeaways

• Sales challenges in manufacturing are common and multifaceted.
• Mike Miller's background in aerospace engineering and military service informs his sales approach.
• Transitioning from military to sales requires adaptability and a willingness to learn.
• Preconceptions about sales often differ from the reality of the role.
• Understanding customer needs is more important than technical details in sales. - Effective sales training and onboarding are crucial for success.
• Building relationships with customers is key to successful sales.
• Management requires a different skill set than being a top-performing sales rep.
• The importance of feedback and buy-in when implementing changes in sales strategy.
• Lessons from military discipline can enhance sales performance and management. Leadership and management are both essential in sales roles.
• Accountability comes in different forms: management vs leadership.
• Hope should be replaced with a proactive mindset.
• Qualifying opportunities is crucial for effective sales.
• Sales engineers must balance technical knowledge with sales skills.
• Every customer interaction should provide value.
• Understanding market trends is vital for sales success.
• Hiring great salespeople requires a focus on technical aptitude.
• Sales compensation should align with intrinsic and extrinsic motivations.
• Building empathy within teams enhances collaboration and understanding.

Takeaway Quotes from Mike Miller

• "You have to keep getting down to why does this matter?"
• "Management is a mindset and a skill set."
• "Hope is no longer in our language."

Check out Mike's AZO, Inc. website.

LinkedIn: Mike Miller and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @AZOInc. and @EdMarsh

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Chapters

Summary

In this episode of the Industrial Growth Institute podcast, Ed Marsh and Eric Rose, a product innovation expert, delve into the critical role of new product innovation in driving business growth.

They explore the concept of 'market anguish'—the frustrations consumers face with existing products—and how understanding this anguish can lead to successful product development. Eric shares insights from his extensive experience in product innovation, emphasizing the importance of qualitative research and stakeholder engagement.

The conversation also touches on:

• the balance between creativity and realism in product ideation
• evolution of manufacturing processes
• the multifaceted world of product innovation, particularly within the context of industrial manufacturing
• ideation techniques
• challenges of product innovation
• the integration of product management with innovation efforts.

They explore the role of product innovation in corporate strategy, the significance of licensing intellectual property, and the commitment to STEM education. The discussion also touches on expert witness work in product liability, the impact of reshoring on innovation, and the implications of AI in product development.

Finally, they address pricing strategies and resources for product innovation, culminating in key takeaways for industrial manufacturers.

Takeaways

• New product innovation is essential for business growth.
• Market anguish reflects consumer frustrations with existing products.
• Qualitative research is crucial for understanding market needs.
• Stakeholder engagement can reveal hidden opportunities.
• Balancing creativity with realism is key in product development.
• Successful innovation requires a sustained R&D effort.
• Understanding the end-user experience drives product success.
• Ethnographic research can uncover valuable insights.
• Companies can innovate without hiring external experts.
• Effective brainstorming can lead to breakthrough ideas. Innovative ideation requires a no-criticism approach.
• Changing manufacturing processes can lead to significant product innovation.
• Companies often limit themselves to their existing markets.
• Staying aware of market changes is crucial for survival.
• Identifying societal and technological trends can drive innovation.
• Product management and innovation should work closely together.
• Planning is essential to avoid financial pitfalls in product development.
• Product innovation should have representation at the executive level.
• Most patents go unused, highlighting the need for strategic monetization.
• Looking outside the organization can uncover new growth opportunities.

Takeaway Quotes from Eric Rose

• "Product management and innovation should be hand in hand."
• "95% of all patents in the US are never monetized."
• "Look outside the box for growth opportunities."

Check out Eric's Pinnacle Product Innovation website.

LinkedIn: Eric Rose and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Summary

In this conversation, Ed Marsh and Josh Gentine explore the complexities of family-owned businesses, focusing on the challenges of succession planning, the importance of outside experience, and the balance between preserving legacy and embracing innovation.

Josh's family business and governance insights are built on many personal experiences, including growing up in Sargento Foods, a very successful family business based in Wisconsin, where he remains a 3rd generation family owner and board member.

He shares insights from his work with family enterprises, emphasizing the need for effective communication, governance, and the role of independent directors in fostering growth and adaptation in a changing business landscape.

They explore the complexities of family businesses, emphasizing:

• the importance of independent directors, servant leadership
• continuous learning
• need for families to invest in their dynamics to ensure harmony and success in their enterprises
• challenges of managing talent within family businesses
• the significance of evaluating business performance against family values.
• Independent Directors' Value and Contribution

Josh also shares his background growing up around a family business, playing football for Notre Dame, launching an internet company, and his detour as an aspiring priest.

Takeaways

• Family businesses face unique challenges during generational transitions.
• Succession planning is crucial for maintaining family harmony and business continuity.
• Outside experience is essential for the next generation in family businesses.
• Effective communication is often lacking in family enterprises.
• Balancing legacy preservation with innovation is a common struggle.
• Independent directors can provide valuable oversight and guidance.
• Understanding family dynamics is key to resolving conflicts.
• The entrepreneurial spirit is often passed down through generations.
• Digital transformation is necessary but can be met with resistance.
• Creating a culture of trust and understanding is vital for family business success.
• Independent board members alleviate family decision-making pressure.
• Creating a professional development committee is essential.
• Investing in family dynamics leads to business success.
• Transitioning to a business family mindset is crucial.
• Continuous learning fosters growth and adaptability.
• Evaluating return on equity is necessary for sustainability.
• Understanding family dynamics is key for independent directors.
• Sacred cows in organizations can hinder progress.
• Independent directors can challenge and support family businesses.
• Embracing a stakeholder mentality enhances community relations

Takeaway Quotes from Josh Gentine

• "Sacred cows can be hard to address."
• "Invest in your family dynamics."
• "Transition from a family business to a business family."

Check out Josh's Bench Consulting website, and Family.inc.

LinkedIn: Josh Gentine and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

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Chapters

Summary

In this episode, Ed Marsh and Jake Meth discuss the evolution of thought leadership and journalism, exploring Jake's journey from traditional media to entrepreneurship.

They delve into the importance of authenticity, the role of a fractional editor in chief, and the challenges of navigating the changing media landscape.

The conversation highlights:

• the need for consistency in thought leadership and the impact of bias in modern journalism
• the importance of strategic planning and effective communication
• the evolving landscape of media and communication in business
• the challenges of information overload
• importance of unique storytelling
• the balance between opinion and fact in corporate communication.

Jake shares insights on the role of personal well-being in creativity, the dynamics of entrepreneurship, and the necessity of hiring journalists for effective content creation. They also touch on the impact of AI on writing and the future direction of content strategies, emphasizing the need for authenticity and thoughtful engagement in business communication.

Takeaways

• Thought leadership requires a commitment to consistent messaging.
• Authenticity in content creation is crucial but often misinterpreted.
• Companies often underestimate their ability to share valuable insights.
• The media landscape has changed, creating more competition for attention.
• Bias in journalism is more visible, affecting audience trust.
• Maximizing the power of thought leadership involves understanding your unique perspective.
• Engaging content should challenge conventional thinking.
• A strategic approach is necessary for long-term success in thought leadership.
• The role of a fractional editor is to provide honest feedback.
• Navigating fear and skepticism is essential for companies to share their stories.
• Companies can leverage media to tell their own stories.
• Content doesn't resonate, no matter how much money you spend.
• Don't conflate opinion with fact; ground opinions in fact.
• Improv and hiking help with creativity and problem-solving.
• Many companies fail to seize the opportunity of in-house media.
• Hiring a journalist can help overcome content creation hurdles.
• Reading widely helps develop a sense of good writing.
• AI can help with research but lacks creativity.
• Building a personal brand can benefit both individuals and companies.

Takeaway Quotes from Jake Meth

• "Anyone at any executive level has something interesting to say."
• "Publishing one op-ed is just not a thought leader make."

Check out Jake's website.

LinkedIn: Jake Meth and Ed Marsh

Twitter: Jake Meth and Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Summary

In this episode of the Industrial Growth Institute podcast, Ed Marsh and Stephen Sears discuss the importance of maximizing trade association memberships for industrial manufacturers.

They explore the multifaceted role of trade associations, the significance of networking, and the evolving value propositions that associations must offer to retain members.

The conversation explores various topics including:

• the challenges of engaging different generations
• the need for effective marketing strategies
• the critical role of advocacy in navigating regulatory changes.

Stephen shares insights on how associations can adapt to the changing landscape and continue to provide value to their members. He sees value in professional development, grant opportunities, networking, and aggregating knowledge.

They discuss the importance of engagement in associations for career growth, the challenges of navigating multiple memberships, and the overlooked value of collaboration within the industry. The conversation also touches on the impact of AI, the future of trade associations, and the critical need for skilled labor in manufacturing.

Takeaways

• Trade associations help industries do what they can't do alone.
• Networking is a key benefit that members often overlook.
• Engagement is essential for members to extract value from associations.
• Associations must evolve their value propositions to remain relevant.
• Face-to-face interactions are crucial for building relationships.
• Marketing strategies in the industrial space need improvement.
• Advocacy efforts are often unrecognized but vital for member protection.
• Generational differences impact how members engage with associations.
• Associations must adapt to technological changes and communication preferences.
• The regulatory landscape is constantly changing, requiring proactive advocacy.
• Engagement in trade associations can significantly enhance professional development.
• Networking opportunities at association meetings can lead to job prospects.
• Associations play a vital role in helping members navigate grant opportunities.
• Younger professionals can gain valuable insights by participating in working groups.
• Investing time in association activities is crucial for maximizing benefits.
• Trade associations can help members understand industry trends and statistics.
• Manufacturing careers are evolving and require adaptability and continuous learning.
• AI can streamline processes but should not replace human expertise.
• The future of trade associations may involve new technologies and approaches.
• Collaboration within the industry can lead to better outcomes for all members.

Takeaway Quote from Stephen Sears

• "They are your competitors 360 of the other days of the year, but for these five days, they're your colleagues."

Check out Stephen's website.

LinkedIn: Stephen Sears and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @eifsindustrymembersassocia5665 and @EdMarsh

Show Transcript 

Chapters

Summary

In this episode, Ed Marsh and Jim Kraus discuss the importance of understanding buyer personas and high consideration or complex buying decisions in the industrial manufacturing space.

They explore the need for updated buyer persona frameworks, the significance of empathy in marketing, and the impact of growing buying teams on decision-making.

Jim shares insights from his extensive experience in market research and emphasizes the importance of addressing buyer fears and concerns to facilitate better decision-making.

The conversation also highlights:

• common mistakes companies make in developing buyer personas
• the five rings of buying insight as a framework for effective buyer research
• intricacies of understanding buyer insights
• the application of buyer personas
• a structured approach to translating insights into actionable messaging through workshops

They discuss the need for organizations to engage in direct conversations with recent buyers to gather unbiased information including direct quotes to enhance credibility and communication strategies. Finally they discuss the role of AI in analyzing buyer persona data is explored. Kraus concludes by highlighting the long-term value of investing in buyer personas for organizations looking to enhance their marketing and sales efforts.

Takeaways

• Industrial manufacturers often hold misconceptions about their buyers.
• Understanding buyer needs is crucial for effective marketing and sales.
• Empathy is key in understanding what buyers are looking for.
• Outcomes should focus on what buyers want to achieve, not just product features.
• The buyer persona framework needs to be actionable and relevant.
• Research should inform business decisions, not just exist for its own sake.
• A well-crafted buyer persona can help preempt buyer fears and concerns.
• Growing buying teams complicate the decision-making process.
• Addressing buyer fears can position a company as a trusted advisor.
• The five rings of buying insight provide a structured approach to understanding buyers.
• Buyer personas should encompass both organizational and individual factors.
• Identifying perceived barriers can differentiate your offerings.
• Decision criteria vary across different roles in the buying committee.
• The buyer's journey includes steps, information sources, and key influencers.
• Direct interviews with recent buyers provide unbiased insights.
• Quotes from buyers enhance the credibility of findings.
• Buyer personas can be applied to various high-consideration purchases.
• A structured messaging workshop can align team efforts around buyer needs.
• Narrowing down insights to key themes helps in creating focused marketing strategies.
• Interviews should be conducted without preconceived notions.
• The interviews provide irrefutable insights into buyer decisions.
• AI can efficiently analyze buyer persona data but should not replace human insights.
• Investing in buyer personas eliminates marketing waste.
• Understanding buyers deeply leads to better marketing strategies.
• The investment in buyer personas pays off over the long term.
• Companies should not guess about their buyers' needs.

Takeaway Quotes from Jim Kraus

• "A buyer persona will help to align your entire organization around one source of buyer truth."

Check out Jim's website

LinkedIn: Jim Kraus and Ed Marsh

Twitter:  Ed Marsh

Instagram: Ed Marsh

YouTube: @BuyerPersonaInstitute and @EdMarsh

Show Transcript 

Chapters

Summary

In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews sales legend Dave Kurlan, who shares his unconventional journey into sales, the importance of mentorship, and the lessons learned from early experiences.

Kurlan discusses the parallels between sales, baseball, and music, emphasizing the significance of efficiency and active listening in sales success. He also delves into the complexities of sales roles and the evolution of sales assessments through Objective Management Group, the company he founded.

They also discuss:

• Dave's journey in writing about sales management
• how he integrates faith, politics and sales analogies
• the current dismal state of sales accountability
• the necessity of coaching and role-playing
• the evolution of sales training - the relationship between sales and marketing

Kurlan emphasizes the need for a holistic approach to sales methodology and process, the role of leadership in fostering a culture of accountability, and the impact of AI on sales practices.

Takeaways

• Sales success often comes from unexpected beginnings.
• Mentorship can significantly shape a salesperson's career.
• Efficiency in selling is crucial for long-term success.
• Understanding different sales environments is key to hiring.
• Active listening skills are essential for effective sales coaching.
• Sales assessments should focus on sales-specific competencies.
• The journey of building a business can evolve over time.
• Baseball analogies can provide valuable insights into sales.
• Music training can enhance listening and questioning skills.
• Sales training should be tailored to individual needs.
• Dave's writing about sales management started as a blog.
• Analogies help in understanding sales concepts.
• Accountability is lacking in many sales teams.
• Coaching should involve role-playing regularly.
• Sales processes must be logical and practical.
• Training should be ongoing and not a one-time event.
• Leadership involvement in training is essential.
• AI cannot replace human interaction in sales.
• Investing in training leads to better sales outcomes.
• Sales talent distribution means not all salespeople add equal value.
• Marketing occurs before the first conversation; sales begins after.
• Crappy salespeople drive buyers away, regardless of their stage in the journey.
• Training and coaching are essential for raising sales expectations.
• Role-playing is crucial for effective sales training.
• Understanding the science of sales is key for executives.

Takeaway Quotes from Dave Kurlan

• "Salespeople need to role play every day."
• "AI cannot replace a salesperson having a conversation."

Check out Dave's website and the Baseline Selling book.

LinkedIn: Dave Kurlan and Ed Marsh

Twitter: Dave Kurlan and Ed Marsh

Instagram: Ed Marsh

YouTube: @KurlanAndAssociates and @EdMarsh

Show Transcript 

Chapters

Summary

In this episode, Ed Marsh discusses the secular changes occurring in B2B buying and their implications for industrial marketing and sales.

He emphasizes the need for adaptation in response to gradual shifts in buyer behavior, driven by technological advancements, the internet, and the impact of COVID-19.

The conversation explores the evolution of marketing and sales, the changing dynamics of decision-making processes, and the challenges faced in digital marketing.

Ed advocates for a rethinking of marketing strategies and a transformation in sales approaches to meet the demands of today's buyers and ensure future success.

Takeaways

• Secular changes in B2B buying require adaptation in marketing and sales.
• Understanding the difference between cycles and secular trends is crucial.
• The internet has fundamentally transformed how buyers seek information.
• COVID-19 accelerated the adoption of digital sales and marketing technologies.
• Decision-making in companies has shifted to committee-based processes.
• Buyers are overwhelmed with content and prefer un-gated information.
• Traditional SEO and content marketing strategies are becoming less effective.
• Sales teams need to build relationships rather than just react to inquiries.
• Investing in training and development for sales teams is essential.
• Companies that adapt early will gain a competitive advantage.

Takeaway Quotes from Ed Marsh

• "Waiting for buyers to find us is futile."
• "Buyers are overwhelmed with content."

LinkedIn: Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Episode 1 - Chris Fox, Video for Industrial Marketing Youtube & Audio

Episode 2 - Sean Hurd, Veterans in Sales YouTube & Audio

Episode 3 - Bob Apollo, Outcome-Centric Sales YouTube & Audio

Episode 4 - Markus Rimmele, Technical Service and Revenue YouTube & Audio

Episode 5 - Peter Caputa, Analytics YouTube & Audio

Episode 6 - Carole Mahoney, Buyer First Sales YouTube & Audio

Episode 7 - Terri Hoffman, Manufacturing Marketing YouTube & Audio

Episode 8 - Jeff Cross, Content Creation YouTube & Audio

Episode 9 - Mario Trafficante, Sales KPIs and Management YouTube & Audio

Episode 10 - Trista Morrison, Strategic Communications YouTube & Audio

Episode 11 - Scott MacKenzie, Podcasting YouTube & Audio

Episode 12 - Kathleen Booth, Community and Events YouTube & Audio

Episode 13 - Jon Selig, Humor in Sales YouTube & Audio

Episode 14 - John Panaccione, Veterans in Business YouTube & Audio

Episode 15 - Lisa Spadafora Thompson, Strategic Pricing YouTube & Audio

Episode 16 - Dustin Levy, Technical Sales YouTube & Audio

Episode 17 - Brisa Renteria, Hiring Top Sales Talent YouTube & Audio

Episode 18 - Franz-Josef Schrepf, Partnerships YouTube & Audio

Episode 19 - Ben Tagoe, Using Data to Improve Sales YouTube & Audio

Episode 20 - Jon Russo, Account Based Marketing YouTube & Audio

Episode 21 - Cece Kintner, Sales Operations YouTube & Audio

Episode 22 - Dan Ott, Intergenerational Digital Marketing YouTube & Audio

Episode 23 - Jim Blasingame, Solving for the Customer YouTube & Audio

Episode 24 - Rudy Scarito, Preparing Your Biz for Sale YouTube & Audio

Episode 25 - Adam Honig, Hating on CRM YouTube & Audio

Episode 26 - Douglas Burdett, Marketing & Sales Books YouTube & Audio

Episode 27 - Alyssa Gelbard, Executive Presence YouTube & Audio

Episode 28 - Vaughn Mordecai, Channel Sales YouTube & Audio

Episode 29 - Dan Allford & Johnny Tyler, YouTube for Industrial Marketing YouTube & Audio

Episode 30 - Amy Franko, Sales Strategy YouTube & Audio

Episode 31 - Al Rosenbaum, Value Propositions YouTube & Audio

Episode 32 - Jared Dillian, Just Start Writing! YouTube & Audio

Episode 33 - Jack Watson, Social Media for Hiring YouTube & Audio

Episode 34 - Chris Dunn, Trade Shows YouTube & Audio

Episode 35 - Patrick Hayes, Culture YouTube & Audio

Episode 36 - Samantha Gadenne, Partnerships YouTube & Audio

Episode 37 - Salim Awad, LinkedIn for Industrial Sales YouTube & Audio

Episode 38 - Kurt Palmer, Family Business YouTube & Audio

Episode 39 - Micki Vandeloo, Grant Strategy YouTube & Audio

Episode 40 - Mike Sibley, Strategic Finance YouTube & Audio

Episode 41 - David Anderson, AI in Industrial Purchasing YouTube & Audio 

#Podcast #IndustrialGrowthInstitute #EdMarsh #RevenueGrowth

Summary

In this conversation, Ed Marsh speaks with Dr. David Anderson, an expert in machine learning and engineering design, about the transformative potential of AI in the engineering sector.

They discuss the importance of tacit and explicit knowledge in engineering, the role of automation in streamlining processes, and the implications for sales and marketing in an increasingly automated world.

David shares insights from his journey in founding Engora, a company focused on leveraging AI to enhance engineering efficiency and knowledge transfer. They explore:

• the evolving landscape of industrial supply chains
• role of latent knowledge
• transformative potential of large language models (LLMs) in engineering
• challenges of creating comprehensive ontologies
• importance of context in information retrieval
• lessons learned from startup development.

The conversation also delves into the future of 3D printing, the significance of information security in AI solutions, and the changing expectations of buyers in the industrial sector. David emphasizes the need for companies to adapt their marketing strategies to leverage AI effectively and the importance of providing comprehensive content to meet buyer needs.

Takeaways

• Machine learning can significantly enhance engineering design processes.
• Tacit knowledge is often unstructured and hard to capture.
• Automation can eliminate repetitive tasks in engineering.
• Sales and marketing roles may evolve due to automation.
• LinkedIn is a powerful tool for startups to connect with decision-makers.
• The boundary between tacit and explicit knowledge is constantly shifting.
• Generative AI can handle ambiguity in natural language but may lack precision.
• The ideal users of Engora's technology are early-stage engineers.
• Knowledge transfer is crucial for effective engineering practices.
• Understanding the conflict between AI and engineering precision is essential. Latent knowledge in industrial supply chains is crucial.
• LLMs can help contextualize information for engineers.
• Prototyping is essential but can lead to wasted efforts.
• 3D printing requires a rethink of traditional engineering principles.
• Information security is a major concern with AI solutions.
• Sales reps must understand engineering trade-offs to add value.
• Marketing must shift towards comprehensive content creation.
• Websites need to serve both users and AI effectively.
• Companies should prepare for AI's impact on their operations.
• Tacit knowledge is vital for effective AI prompt writing.

Takeaway Quotes from David Anderson

• "We can help automate the sourcing process."
• "The goals of GenAI and engineering are orthogonal."
• "We want a future where rote work is automated."

Check out David's website and the Engora chatbot

LinkedIn: David Anderson and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Calling it technical sales may actually cause problems. It's typically not even really sales. More on the technical sales challenge here.

Summary

Mike Sibley is a CPA and partner at James Moore & Co who specializes in manufacturing and distribution.

Mike brings a unique approach to accounting, which goes beyond traditional "number crunching" practices to include business consulting, workforce development, and the importance of revenue growth for valuation.

Mike shares insights on trends in automation, the role of marketing in accounting, and the significance of sales training for accountants. The conversation also touches on:

• innovative business models
• the impact of podcasting as a tool for client engagement
• critical aspects of sales training
• hiring the right candidates
• the importance of accountability in business.

They explore how to evaluate sales performance, manage stress, and the role of strategic finance in driving revenue growth. Mike offers insights on the significance of understanding financial metrics, funding initiatives, and the potential of strategic acquisitions.

Throughout the conversation, they emphasize the need for a proactive approach to finance and operations, ensuring that businesses are well-equipped to navigate challenges and seize opportunities.

Takeaways

• Accounting is more than just numbers; it's about storytelling.
• Workforce development is a critical issue in manufacturing.
• Valuation should consider operational efficiency and market conditions.
• Marketing is essential for brand awareness and client engagement.
• Sales training is often overlooked but crucial for success.
• Innovative business models can enhance customer loyalty and profitability.
• Podcasts can effectively deliver valuable content to clients.
• Understanding client needs is key to providing effective solutions.
• Revenue growth is a primary driver of business valuation.
• Governance structures can provide accountability and strategic guidance.
• Sales training is often overlooked but essential for success.
• Hiring the right sales candidates can significantly impact ROI.
• Accountability within teams fosters a culture of improvement.
• Understanding financial metrics is crucial for strategic decision-making.
• Debt can be a strategic tool when used wisely.
• Regular financial reviews help identify inefficiencies.
• Competitor analysis is key to staying ahead in the market.
• Acquisitions can accelerate growth and market share.
• Integrating finance with operations enhances overall business performance.

Takeaway Quotes from Mike Sibley

• "I'm not just a bean counter."
• "Numbers tell a story."
• "You lose revenue, you're losing opportunities."

Check out Mike's website

LinkedIn: Mike Sibley and Ed Marsh

Twitter: Mike Sibley and Ed Marsh

Instagram: JamesMooreAndCo and Ed Marsh

YouTube: @JamesMooreAndCo and @EdMarsh

Show Transcript 

Chapters

Summary

Most industrial manufacturers are leaving money on the table!

That's the experienced voice of Micki Vandaloo, president of Lakeview Consulting, chatting with host Ed Marsh for this week's episode.

Micki speaks in depth about the often-overlooked opportunities for manufacturers to secure grant funding - where to find them, nuances of successful applications, considerations in complying with requirements, and grant "strategy" vs. just submitting opportunistic applications.

Micki shares her engineering and manufacturing bonafides and experience in grant writing, emphasizing the importance of understanding the grant application process, the misconceptions surrounding grants, and the critical role of leadership in pursuing funding.

The conversation also highlights the need for a consistent strategy in seeking grants, the resources available through Lakeview Consulting, and the broader impact of manufacturing on communities and the economy that fuels Micki's passion.

Money being fungible, it's important for companies to think of grants not just as additive, but basic. Grant money can often be used for investments in training, hiring, acquiring new assets that will extend capability, building programs, products and space, and more. And money allocated for those, that can be replaced with grants, are then available for other purposes.

Micki encourages manufacturers to explore grant opportunities actively and not to leave potential funding on the table.

Takeaways

• Grants can significantly support manufacturing growth.
• Understanding the nuances of grant applications is crucial.
• Leadership buy-in is essential for successful grant applications.
• Many manufacturers are unaware of available grants.
• Smaller grants can provide valuable experience for companies new to grants.
• Grants are taxable revenue and come with specific requirements.
• Education and training programs are vital for workforce development.
• Community involvement and local programs can enhance grant opportunities.
• A consistent strategy for seeking grants can lead to better outcomes.
• Manufacturing plays a key role in the economy and community development.

Takeaway Quotes from Micki Vandaloo

• "Stop leaving money on the table."
• "Grants can fund your success."
• "You can stack grants one on top of another."

Check out Micki's website

LinkedIn: Micki Vandeloo and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

Summary

In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Kurt Palmer, a seasoned professional in the PCB manufacturing industry.

Kurt shares his journey from studying chemistry to leading a family business, discussing the challenges and lessons learned during leadership transitions, the importance of strategic growth, and the impact of automation in manufacturing.

He reflects on succession planning, the complexities of selling a family business, navigating identity post-sale, and the evolving landscape of sales and marketing in the industry.

Kurt's business and sales experience span various industries, but also international cultures from Taiwan to Germany, and experience on the manufacturing side, selling directly and through sales channel, and the distributor side, selling on behalf of a manufacturer. Additionally, he has experience in both capital equipment and consumables sales.

The conversation also touches on the significance of trade shows, leveraging LinkedIn for business relevance, and providing advice for future generations in family businesses.

Takeaways

• Kurt transitioned from chemistry to a family business unexpectedly.
• Leadership transitions in family businesses require clear communication.
• Inorganic growth can lead to painful lessons if not managed well.
• Selling a business brings both relief and a loss of identity.
• Understanding the friction between distribution and manufacturing is crucial.
• Traveling for work requires discipline in maintaining health and productivity.
• Hiring salespeople with industry experience doesn't guarantee success.
• Cultural differences impact sales strategies between regions.
• Automation is becoming essential due to labor shortages in manufacturing.
• Marketing strategies must evolve to engage customers effectively.

Takeaway Quote from Kurt Palmer

• "We needed to start to either grow organically or look at somebody to buy."

Check out Kurt's website

LinkedIn: Kurt Palmer and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

Summary

In this episode of the Industrial Growth Institute podcast, host Ed Marsh interviews Saleem Awad, president of Spinner North America.

Saleem shares his remarkable journey from Colombia to the U.S. Army, his transition to law, and ultimately his role in advanced manufacturing.

The conversation delves into the importance of solution-based sales, building authentic customer relationships, and leveraging social media, particularly LinkedIn, for professional growth.

Saleem emphasizes the significance of accountability, authenticity, and commitment in leadership, as well as the need for a strong industrial base in the U.S.

Takeaways

• Saleem Awad's journey is marked by resilience and adaptability.
• The rebirth of manufacturing in the U.S. is a positive trend.
• Solution-based sales focus on customer success beyond just technology.
• Building authentic relationships is crucial in the machine tool industry. - LinkedIn is a powerful tool for professional networking and growth.
• Authenticity in leadership fosters trust and accountability.
• Prioritizing well-being is essential for effective leadership.
• Spinner North America aims to provide precision engineering solutions.
• Training sales teams to understand customer needs is vital.
• Social media can enhance customer engagement and trust.

Takeaway Quote from Salim Awad

• "The rebirth of manufacturing is real."

Check out Salim's website

LinkedIn: Salim Awad and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @SpinnerNorthAmerica and @EdMarsh

Show Transcript 

Chapters

Summary

Samantha Gadenne, Director of Portfolio Development at EIT Food, joins the podcast to talk about her experience implementing partnerships in the agri-food industry.

Samantha shares her insights and experiences in building successful partnerships and highlights the importance of:

• being open, curious, and asking questions
• set clear expectations, determine the mutual benefits for both parties, and establish a partnership framework
• cultural differences in partnership approaches between Europe and the US

She explains that partnerships are a long-term investment that can expand resources and open doors to new markets and technologies. It is important to be intentional and proactive in building partnerships, rather than relying on passive collaboration.

Success in partnerships requires clear communication, regular meetings, and problem-solving. It is crucial to set expectations and address issues such as intellectual property and exclusivity early on.

Companies should allocate sufficient time and resources to partnerships, understanding that it may take time to see concrete results. She recommends starting with someone within the sales or marketing team who has a propensity for partnerships. Cultivating each other's audiences can be achieved through cross-posting, articles, newsletters, and trade shows. It is important to think outside the box and be open to partnerships with companies in different industries.

Takeaways

• Partnerships in industry require being open, curious, and asking questions.
• Setting clear expectations and determining mutual benefits are crucial for successful partnerships.
• Pilot projects can help flesh out expectations and demonstrate the value of partnerships. Partnerships are a long-term investment that can expand resources and open doors to new markets and technologies.
• Success in partnerships requires clear communication, regular meetings, and problem-solving.
• It is important to set expectations and address issues such as intellectual property and exclusivity early on.
• The success of partnerships can be measured through various metrics, such as the number of clients, engagements, or revenue generated.
• Companies should allocate sufficient time and resources to partnerships, understanding that it may take time to see concrete results.
• Cultivating each other's audiences can be achieved through cross-posting, articles, newsletters, and trade shows.
• Getting started with partnerships involves thinking outside the box, exploring opportunities with current customers, and having someone in the company who is passionate about partnerships.

Takeaway Quotes from Samantha Gadenne

• "Partnerships today are going more in-depth and broader across organizations."
• "Money talks. Show how the partnership can open up new markets and access new technologies."

Check out Samantha's website

LinkedIn: Samantha Gadenne and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

Summary

In this episode of the Industrial Growth Institute podcast, Ed Marsh chats with Patrick Hayes, the founder of Mukala Partners, about talent growth, leadership development and the importance of focusing on people and building effective teams in order to drive organizational success.

Patrick shares his experiences as an NCAA team captain and college football coach, lessons learned during his time in the Peace Corps and insights from working in private equity. He highlights the need for understanding and adapting to different cultures and leadership styles.

They also explore:

• the role of assessments and team development programs in improving individual and team performance
• the importance of talent management and team effectiveness in organizations
• need for leaders to understand their own strengths and weaknesses
• how to create a culture of transparency and accountability.

Hayes also highlights the value of assessments in gaining insights into individuals and teams, but cautions against relying solely on assessments for hiring or firing decisions. He recommends continuous learning and personal development as key to leadership growth and success.

Takeaways

• Building a resilient and successful organization requires a talent strategy that focuses on people and building effective teams.
• Understanding and adapting to different cultures and leadership styles is crucial for driving talent growth and organizational success.
• Assessments and team development programs can help improve individual and team performance.
• Strong partnerships between HR leaders, CEOs, and external advisors are important for driving talent growth and leadership development.
• Understanding your own strengths and weaknesses is crucial for effective leadership.
• Creating a culture of transparency and accountability is essential for team success.
• Assessments can provide valuable insights into individuals and teams, but should not be the sole basis for hiring or firing decisions.
• Continuous learning and personal development are key to leadership growth and success.

Takeaway Quotes from Patrick Hayes

• "In fact, a lot of times it's hard. There's very little to gain, in my experience, from obfuscating what you're feeling or what you think about a particular situation. Generally speaking, it's better to air it out."
• "Building culture and collaboration and excellence across an organization doesn't just happen by accident."

Check out Patrick's website

LinkedIn: Patrick Hayes and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

Summary

Ed Marsh and Chris Dunn, the VP of Sales and Business Development of Blue Hive Exhibits discuss the trade show industry and the misconception that trade shows are dying. Chris emphasizes the importance of face-to-face interactions and the need for human connection and highlights common mistakes companies make when planning for trade shows.

Chris shares insights on optimizing trade show outcomes, including using technology, experiential activations, and targeted messaging. They also discuss the challenges of lead collection and handoff and the changing behaviors of trade show attendees.

Chris dives deep into the importance of creativity and differentiation and emphasizes the need for choreographed online experiences that engage virtual attendees as much as in-person participants. He also highlights the value of creating on-floor content and using trade shows as a platform for content creation.

Chris touches on the use of augmented reality (AR) and virtual reality (VR) in trade show displays and the importance of lighting and display design, as well as the integration of digital technology into trade show booths, such as QR codes and meeting scheduling links.

Effective lead follow-up is critical to success. Chris concludes by encouraging companies to think creatively and take risks to stand out in the trade show industry.

Takeaways

• Trade shows are not dying; face-to-face interactions and human connection are still important in the digital age.
• Technology, experiential activations, and targeted messaging can enhance the trade show experience and make companies more memorable.
• Lead collection and handoff should be strategic and focused on capturing relevant information to facilitate effective follow-up.
• Trade show attendees are more focused and selective, attending with specific goals and seeking solutions to their challenges.
• Creating choreographed online experiences that engage virtual attendees is crucial for successful hybrid events.
• Trade shows can be used as a platform for content creation, including on-floor content that can be shared during and after the event.
• Lighting is often overlooked in display design, but it plays a significant role in attracting and engaging attendees.
• Integrating digital technology into trade show booths, such as QR codes and meeting scheduling links, can enhance the attendee experience.
• Effective lead follow-up is crucial for maximizing the value of trade show leads.
• Bringing a diverse team to trade shows, including representatives from different departments, can provide a more comprehensive and engaging experience for attendees.
• Creativity and differentiation are key to effective trade show strategies.

Takeaway Quote from Chris Dunn

• "Most companies don't plan enough for trade shows."

Check out Chris' website

LinkedIn: Chris Dunn and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @BlueHive and @EdMarsh

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Chapters

Summary

HFW Industries is a fourth-generation family business that manufactures and reconditions industrial equipment. They specialize in surface treatment enhancements for industries such as chemical processing and energy.

The company has embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy. They use these platforms to showcase their work, engage with customers, and attract potential employees.

The management team, including second, third and fourth generations, discusses strategy and makes decisions together. They prioritize quality over quantity in their social media posts and aim to create a positive brand image.

In this conversation, Jack and his father discuss:

• the importance of creating an attractive work environment
• the changing demands of the workforce
• the challenges they face in finding and retaining skilled employees.

They also share their experiences with social media and how it has helped them connect with other businesses and potential customers. They emphasize the value of in-person interactions and the need for companies to adapt to new technologies and marketing strategies.

Finally, they share how content has helped them build trust with customers and the role of content and social media in showcasing their expertise and solutions.

Takeaways

• Family businesses in the industrial manufacturing sector face unique challenges when it comes to ownership transitions and adapting to changing business norms.
• HFW, Incorporated has successfully embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy to showcase their work, engage with customers, and attract potential employees.
• The company prioritizes quality over quantity in their social media posts and aims to create a positive brand image.
• The management team, including both the second and fourth generations, discusses strategy and makes decisions together, emphasizing the importance of collaboration and a shared vision. Creating an attractive work environment is important for attracting and retaining skilled employees.
• The demands of the workforce have changed, and companies need to earn the respect and trust of their employees.
• Sales is a crucial aspect of the business and requires a deliberate and focused approach.
• Social media can be a powerful tool for connecting with other businesses and potential customers.
• In-person interactions are still valuable and can help build trust with customers.
• Companies need to adapt to new technologies and marketing strategies to stay competitive.
• Building trust with customers is essential, and content and social media can help showcase expertise and solutions.

Takeaway Quote from Matt & Jack Watson

• "Arc thrives on problems and invites companies to bring their problems to challenge them."

Check out HFW Industries' website

LinkedIn: Matt Watson , Jack Watson, and Ed Marsh

Twitter: HFW Industries and Ed Marsh

Instagram: HFW Industries and Ed Marsh

YouTube: @HFWIndustries and @EdMarsh

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Chapters

Summary

In this episode, Ed Marsh interviews Jared Dillian, a multifaceted content creator and financial expert.

They discuss Jared's extensive background, including his work as a trader, author, and educator. The conversation delves into the importance of accountability, the art of content creation, and the role of authenticity in writing. Jared shares insights on mental health in the finance world, the challenges of risk aversion in business, and the significance of daily writing discipline. He also offers advice for aspiring content creators and reflects on the value veterans bring to the business landscape.

Jared's insights are important for B2B executives who struggle with creating content. Jared is a Coast Guard Veteran and an ETF trader from Lehmen Brothers - he's not an English or Journalism major. But he has built an incredible creative content creation muscle across music and multiple genres of writing.

In fact Jared notes that he is the first person to to publish across his first five books:

• memoir
• novel
• essay collection
• trade non-fiction
• short story collection

In our conversation, he covers mental health, nicotine and creativity, the value of veterans in business, how to build a consistent writing habit, and more.

Takeaways

• Jared Dillian has a diverse background in finance and writing.
• Daily content creation requires discipline and a structured routine.
• Authenticity in writing fosters a deeper connection with readers.
• Mental health awareness is crucial in high-pressure industries like finance.
• Boredom can lead to complacency and missed opportunities.
• Taking risks is essential for standing out in a crowded market.
• The 'Awesome Portfolio' concept emphasizes diversification in investments.
• Self-publishing allows for creative freedom and expression.
• Writing serves as a therapeutic outlet for stress management.
• Veterans bring valuable skills and accountability to the business world.

Takeaway Quotes from Jared Dillian

• "I'm a newspaper man. I have a daily deadline."
• "Boredom is one of the worst things in the world."
• "You are not in charge of what other people think of you."

Check out Jared's website

Daily Dirtnap

Jared's Progressive House Mixes

Jared on Amazon

LinkedIn: Jared Dillian and Ed Marsh

Twitter: Jared Dillian and Ed Marsh

Instagram: Ed Marsh

YouTube: @TheJaredDillianShow and @EdMarsh

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Chapters

Summary

Ed Marsh and Al Rosenbaum discuss the changing landscape of sales training and the challenges faced by sales professionals today. Topics include the importance of understanding the buyer's perspective, focusing on value proposition, and tying the product to business outcomes. They also touch on the increasing difficulty of sales, the impact of the internet and technology, and the need for effective sales training.

Al highlights the importance of salespeople having the right belief systems and the role of sales training in improving sales effectiveness.

The conversation takes a deep dive into sales training and why it's so often overlooked in today's market. Insights include:

• many CEOs expecting salespeople to already know how to sell
• sales is a discipline that requires constant learning and improvement
• the customer's environment has become more complex, requiring salespeople to be experts not only in their product but also in how it impacts other technologies and processes
• training, coaching, role-playing, motivating, and mentoring are all important aspects of sales development, each serving a different purpose
• frontline sales leader is the most critical role in a sales organization, responsible for training, coaching, and developing the sales team
• sales methodologies should be tailored to the specific role and industry, as not all salespeople are suited for every type of sale
• sales professionals must prioritize their health and well-being to perform at their best, and exercise and preparation are key components of managing stress and staying focused.

Al shares his thoughts on the BDR model, suggesting that when done right, it can be effective in generating leads and freeing up sales reps to focus on closing deals. But it requires nurturing and supporting BDRs. Al emphasises the role of messaging in sales, the cost of ineffective conversations, the need for a clear value proposition and the importance of understanding the customer's perspective.

He also shares thoughts on finding a sales trainer, developing effective work patterns, and creating an environment for sales success.

Takeaways

• Sales training has evolved significantly over the years, and many companies are struggling to adapt to the changing landscape.
• Understanding the buyer's perspective and focusing on the value proposition are crucial in today's sales environment.
• Salespeople need to tie their product to business outcomes and address the specific needs of the CEO or decision-maker.
• The internet and technology have made sales more challenging, with increased competition and a wider range of options for buyers.
• Effective sales training is essential for improving sales effectiveness and helping salespeople overcome obstacles and achieve success. Sales is a discipline that requires constant learning and improvement.
• The customer's environment has become more complex, requiring salespeople to be experts in their product and its impact on other technologies and processes.
• Training, coaching, role-playing, motivating, and mentoring are all important aspects of sales development.
• The frontline sales leader is the most critical role in a sales organization, responsible for training, coaching, and developing the sales team.
• Sales methodologies should be tailored to the specific role and industry.
• Sales professionals must prioritize their health and well-being to perform at their best, and exercise and preparation are key components of managing stress and staying focused.
• The BDR model, when done right, can be effective in generating leads and freeing up sales reps to focus on closing deals. BDRs require more nurturing and encouragement due to the nature of their role
• A clear value proposition and effective messaging are crucial in sales
• Understanding the customer's perspective is key to successful conversations
• When looking for a sales trainer, find someone who can tailor their approach to your specific product and market
• Top performers prioritize prospecting and schedule dedicated time for it
• Creating an environment for sales success requires an undeniable value proposition and constant reflection and adaptation

Takeaway Quotes from Al Rosenbaum

• "The sales team really needs to know how to have the right conversation around their value proposition"
• "You sound like a marketer who's trapped in a salesperson's body"
• "Sales is a discipline like every other discipline."
• "The customer's environment is so much more complex."
• "Training, coaching, role-playing, motivating, and mentoring are all separate but connected."

LinkedIn: Al Rosenbaum and Ed Marsh

Twitter:  Ed Marsh

Instagram:  Ed Marsh

YouTube:  @EdMarsh

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Chapters

Summary

In this conversation, Ed Marsh interviews Amy Franko, a sales strategist and author, about sales strategy and the role of sales in organizations.

They discuss topics such as leadership, accountability, sales training, and the importance of sales in corporate strategy. Amy emphasizes the need for sales talent on boards and the importance of continuous recruiting.

She also shares insights on:

• challenges and opportunities in selling technology and industrial products
• sales strategy and its impact on business growth
• the importance of board governance
• need for a board skills matrix and continuous recruiting to ensure the board has the right talent.

Amy also shares her approach to building a strong board, including setting a vision, investing time and resources strategically, and introducing more strategic talent. She highlights the value of including junior people on the board as a talent incubator and implementing a board buddy system for onboarding new members.

Amy also touches on her support for women in business and sales, the importance of sales and marketing integration, and the role of sales ops and sales enablement in optimizing sales teams.

Takeaways

• Sales strategy is a critical component of corporate strategy and involves defining growth markets, target industries, and ideal clients.
• Boards should have members with contemporary sales insights to ask probing questions and provide oversight on sales strategy and execution.
• Continuous recruiting is important to find and nurture top sales talent, and companies should have efficient recruiting processes in place.
• Selling technology and industrial products have their own unique challenges, such as talent acquisition, complex sales, and balancing transactional and custom sales.
• Sales talent is crucial for long-term success, and companies should invest in talent development and create structures to support sales professionals.
• Understanding the lifetime value of a customer is essential for effective sales strategy and decision-making.
• Sales leaders should be involved in board-level discussions to provide insights on market opportunities, risks, and the impact of sales on business growth. Implement a board skills matrix and continuous recruiting to ensure the board has the right talent
• Set a vision for the board and invest time and resources strategically
• Include junior people on the board as a talent incubator
• Implement a board buddy system for onboarding new members
• Support women in business and sales
• Integrate sales and marketing strategies
• Consider the role of sales ops and sales enablement in optimizing sales teams

Takeaway Quote from Amy Franko

• "Sales strategy contains the categories for growth, target industries, and clients."

Check out Amy's website

LinkedIn: Amy Franko and Ed Marsh

Twitter: Amy Franko and Ed Marsh

Instagram: Amy Franko and Ed Marsh

YouTube: @AmyFranko and @EdMarsh

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Chapters

Summary

Just Get it Done!

TEXAS Sized industrial marketing built on engaging video content on YouTube and LinkedIn.

Dan & Johnny emphasize the importance of authenticity and passion in their videos, and they believe that reaching the right audience is more important than the number of views.

The duo also discuss:

• the value of experimentation and the willingness to make mistakes in their content creation
• blending technical information and human interest stories with opinion
• the power of partnerships and giving credit where it's due
• value of LinkedIn and video content to build awareness and trust with their audience
• the power of informative and engaging videos that showcase their expertise in industrial automation
• how knowledge sharing attracts both vendors and end users, creating a strong network of potential customers.

Dan discusses how their sales team is persistent and patient, willing to invest time in potential opportunities even if they are not immediately qualified. Johnny Tyler, translates Dan's ideas with editing and producing videos, ensuring they are cohesive and visually appealing.

The pair find that building awareness and trust is better than direct lead generation. Dan speaks at industry events to establish thought leadership. Both agree on the importance of consistency in content creation and encourage companies to just start creating content and not wait for a perfect process.

Takeaways

• Creating engaging video content on YouTube and LinkedIn is an effective way to reach and connect with potential customers.
• Authenticity and passion are key in creating successful video content.
• Experimentation and the willingness to make mistakes are important in content creation.
• Covering a wide range of topics, including technical information, human interest stories, and opinions, can help build thought leadership and engage a diverse audience.
• Partnerships, LinkedIn and video content help build awareness and trust with their audience
• They focus on creating informative and engaging videos that showcase their expertise in industrial automation
• They have a strong partnership with their vendors, who help spread their message to the end users
• They emphasize the importance of perseverance and intuition in sales
• They have a strong presence at trade shows and speak at industry events to establish thought leadership
• They believe in giving back to the industry and are open to sharing their knowledge and expertise

Takeaway Quote from Dan Allford

• "Arc thrives on problems and invites companies to bring their problems to challenge them."

Takeaway Quote from Johnny Tyler

• "Start making digital content. We are thought leaders in this industry."

Check out ARC Specialties' website

LinkedIn: Dan Allford , Johnny Tyler, and Ed Marsh

Twitter: ARC Specialties and Ed Marsh

Instagram: ARC Specialties and Ed Marsh

YouTube: @ARCSpecialties and @EdMarsh

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Chapters

Summary

In this episode, Ed Marsh and Vaughn Mordecai discuss the evolution of channel partnerships in the industrial space. They explore the concept of an ecosystem and how businesses are moving towards many-to-many relationships. They also touch on the differences between tech and industrial spaces, the challenges of channel conflict, and the importance of aligning the interests of vendors, channel partners, and customers.

They discuss:

• the potential for channel partners in the industrial space to foster an ecosystem and the role of marketplaces in streamlining the buying process
• the need for a strong business proposition
• the importance of identifying an ideal partner profile
• importance of identifying the characteristics of successful partners and using that information to create an ideal partner profile (IPP)

Mordecai explains how AI can be used to analyze partner data and uncover the core characteristics that lead to success. Vaughn also provides an overview of partner relationship management (PRM) software and its key modules, such as onboarding, training, content management, and partner marketing automation. He emphasizes the need for continuous engagement with partners and the role of AI in driving the future of partnerships.

Takeaways

• The concept of an ecosystem is emerging in the industrial space, with businesses moving towards many-to-many relationships.
• Channel conflict can arise within companies and between channel partners, but it can be managed through strategies like deal registration.
• In the industrial space, there is a need to align the interests of vendors, channel partners, and customers to create a successful channel partnership.
• Marketplaces can play a significant role in streamlining the buying process and enabling partners to offer best-in-class solutions.
• Having a strong business proposition and identifying an ideal partner profile are crucial for building successful channel partnerships. Identify the characteristics of successful partners to create an ideal partner profile (IPP)
• Use AI to analyze partner data and uncover the core characteristics that lead to success
• Partner relationship management (PRM) software includes modules for onboarding, training, content management, and partner marketing automation
• Continuous engagement with partners is crucial for success

Takeaway Quotes from Vaughn Mordecai

• "Businesses are moving towards many-to-many relationships that look like an actual ecosystem."
• "The consumer is in charge of what they're actually looking for. The partner becomes the one that has to deal with all of this stuff."
• "PRM software includes onboarding, training, content management, and partner marketing automation"

Check out Vaughn's website

LinkedIn: Vaughn Mordecai and Ed Marsh

Twitter: Vaughn Mordecai and Ed Marsh

Instagram: Vaughn Mordecai and Ed Marsh

YouTube: @Mindmatrixnet and @EdMarsh

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Chapters

Summary

Alyssa Gelbard, founder and CEO of Point Road Group, discusses the importance of personal branding and executive presence in driving credibility and trust.

Gelbard highlights the need for companies to focus on employee branding and ensure that all employees, from interns to CEOs, have a strong personal brand.

She shares the results of proprietary research conducted by her firm, which found that LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting. She emphasizes:

• need for consistency in personal branding
• importance of staying current with platform changes
• value of attending in-person events

Ed and Alyssa also discuss boards of directors including:

• the significance of personal branding in the board directorship space
• need for board members to have a professional presence on LinkedIn
• importance of telling your story and communicating your value as a board member
• how a strong presence on LinkedIn can help attract and retain talent, enhance company culture, and differentiate a business in a competitive market
• building trust and credibility is crucial in executive branding, and video content can foster that trust more effectively than written content alone.

Takeaways

• Personal branding is essential for individuals to establish credibility and trust in the business world.
• Executive presence encompasses various aspects, including communication skills, appearance, and behavior in meetings and networking events.
• Employee branding is crucial for companies to create a positive perception of their brand and attract top talent.
• LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting.
• Consistency in personal branding is key to creating a recognizable and trustworthy brand.
• Board members should have a professional presence on LinkedIn and communicate their board affiliations to enhance their personal and company brands.
• Telling your story and communicating your value as a board member is important for attracting board opportunities.
• Boards should understand the value of LinkedIn and consider the benefits of board members being active on the platform. LinkedIn is a powerful tool for executives and businesses to build their brand and engage with their network.
• A strong LinkedIn presence can attract and retain talent, enhance company culture, and differentiate a business in a competitive market.
• Video content, such as podcasts and YouTube videos, allows for passive consumption of information and builds trust and credibility.

Takeaway Quotes from Alyssa Gelbard

• "Personal branding is not just something online. It's who you are when you are sitting in a meeting with your team."
• "88% of people said they were more likely to trust the company and their marketing messaging from a company when they had an executive who had a detailed LinkedIn profile."
• "LinkedIn is where people look before any kind of meeting. So as an executive team, it's your responsibility to represent yourself well and the company well."
• "To be an effective leader, there has to be vulnerability and authenticity, and you have to be willing to open up a little bit personally in order to share that."

Check out Alyssa's website

LinkedIn: Alyssa Gelbard and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @PointRoadGroup and @EdMarsh

Show Transcript 

Chapters

Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth

#LinkedIn #ExecutiveBranding #ExecutivePresence #PersonalBranding

Summary

Douglas Burdett, host of the Marketing Book podcast, shares insights on cutting through opinions and finding the right path to predictable revenue growth.

He emphasizes the importance of understanding customers and solving their problems, rather than focusing solely on advertising.

Burdett recommends books like 'Bullseye Marketing', 'Lean Marketing' by Alan Dib, 'Smart Marketing for Engineers' by Rebecca Geier, 'Content Marketing Engineered' by Wendy Covey, 'They Ask You Answer' by Marcus Sheridan, 'Humanizing B2B' by Paul Cash, and 'Buyer Personas' by Adele Revella as essential reads for B2B industrial business owners.

In this conversation, Douglas discusses the power of understanding your customer and the importance of sales and marketing alignment. He explores:

• the value of creating buyer personas through qualitative research and customer interviews
• his preference for reading hardcover books and the process he uses to take notes
• insights on the use of AI in marketing and cautions against outsourcing the entire marketing function
• focusing on practical resources such as podcasts, YouTube channels, and blogs
• the importance of innovation and marketing in business.

Takeaways

• Cut through opinions and focus on understanding customers and solving their problems.
• Avoid starting with product features and instead focus on understanding customer stresses and friction.
• Understanding your customer is crucial for effective marketing.
• Sales and marketing alignment is essential for business success.
• Creating buyer personas through qualitative research and customer interviews can provide valuable insights.
• AI can be a powerful tool in marketing, but it should be used strategically and with clear direction.
• Focus on practical resources such as podcasts, YouTube channels, and blogs for ongoing learning and professional development.
• Innovation and marketing are key drivers of business growth and profitability.

Takeaway Quotes from Douglas Burdett

• "Marketing is primarily about understanding your customers and how you run your company."
• "Help customers overcome the fear of making a decision and guide them through the buying journey."
• "The closest thing to [the secret sauce] is understanding your customer."
• "Most people would prefer to have a salesperson free experience."

Check out Douglas' website

LinkedIn: Douglas Burdett and Ed Marsh

Twitter: Douglas Burdett and Ed Marsh

Instagram: Ed Marsh

YouTube: @ARTILLERYLLC and @EdMarsh

Show Transcript 

Chapters

Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth

More on The JOLT Effect here

#MarketingBookPodcast #DouglasBurdett #ManufacturingMarketing #IndustrialMarketing #MarketingForManufacturers #SalesAndMarketingAlignment #BuyerPersona #AdeleRevella  @BuyerpersonaInstitute  #JoltEffect #IndustrialSales #PredictableRevenue

Summary

In this podcast episode, Ed Marsh and Adam Honig discuss the challenges and misconceptions surrounding CRM in the industrial manufacturing space. They explore the reasons why many sales reps dislike using CRM and the common pitfalls of CRM implementation. They also delve into:

• the importance of having a clear goal and strategy for CRM usage
• the need for CRM to be user-friendly and focused on helping salespeople sell more efficiently.

The conversation touches on topics such as:

• the integration of ERP data into CRM
• role of IT and sales ops in CRM management
• potential for community-building in the industrial space.

CRM software should adapt to the needs of users, rather than users having to adapt to the software. The goal is to support users in doing their jobs, rather than creating additional tasks for them.  @SpiroHQ  aims to provide a CRM solution that is built for manufacturers and distributors, with a data model that accommodates their specific needs. The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.

Takeaways

• Many sales reps in the industrial manufacturing space dislike using CRM due to the perception that it is primarily used for monitoring and tracking rather than helping them sell more efficiently.
• A clear goal and strategy for CRM usage is essential for success. Companies should define what they want to achieve with CRM, such as increasing cross-selling, expanding the footprint within existing accounts, or improving communication between inside and outside sales teams.
• CRM should be user-friendly and designed to support salespeople in their daily activities. It should automate tasks, provide relevant insights, and integrate with other systems, such as ERP, to streamline processes and provide a comprehensive view of customers.
• The management of CRM should involve both sales ops and IT. Sales ops should focus on the why and the goals, while IT can provide technical support and ensure data security.
• There is potential for community-building in the industrial space, but the platform used should align with the preferences and habits of the target audience, such as LinkedIn groups or industry-specific platforms.
• CRM should serve as a single work location for sales reps, integrating insights from marketing automation and providing a holistic view of customer interactions. CRM software should adapt to the needs of users, rather than users having to adapt to the software.
• Spiro.ai provides a CRM solution built for manufacturers and distributors, with a data model that accommodates their specific needs.
• The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.
• The focus is on activity and high-quality conversations, rather than just forecasting.
• Spiro.ai offers full-service setup to ensure successful implementation.

Takeaway Quotes from Adam Honig

• "I really do hate CRM. It's like a passion for me."
• "CRM in so many organizations is really just something that's put on the sales team so that management can know who to fire and not fire."
• "If you're requiring the team to put data in, you're just going to get garbage out of it."
• "CRM software should just support users in doing their jobs."

Check out Adam's website

LinkedIn: Adam Honig and Ed Marsh

Twitter: Adam Honig Ed Marsh

Instagram: Ed Marsh

YouTube: @SpiroHQ  and @EdMarsh

Show Transcript 

Chapters

Check out this downloadable guide to building your sales tech stack

#CRM #CRMTool #CustomerRelationshipManagementSoftware #MicrosoftDynamicsCRM #HubSpotSales #HubSpotCRM #CRMImplementation #CRMSetup #CRMConsulting #ZOHOCRM #PipedriveVsHubSpot #SpiroCRM #AdamHonig #Podcast #BestCRMForManufacturingBusiness #CRMAdoption #BestCRM2024 #CRMTips #CRMForManufacturing #WhyCRMFails #CreateCustomObjectHubsSpot #CRMCustomerRelationshipManagement #industrialconstruction #MembraneCRM #SugarCRM #SalesforceCRM #CRMFailure

Summary

Rudy Scarito, an investment banker with extensive experience in mergers and acquisitions, shares insights on the importance of considering acquisitions and exits as part of a business growth strategy.

She discusses the current market trends, including the silver tsunami of baby boomer business owners looking to sell, and the opportunities for growth through acquisitions.

Rudy emphasizes the need for business owners to proactively think about transactions and engage in strategic planning. She also highlights:

• the role of advisory boards, lawyers, and accountants in guiding companies through the transaction process
• the process of buying and selling businesses
• role of investment bankers, and the importance of preparing for a transaction
• need for business owners to have a clear understanding of their goals and to seek the assistance of professionals who specialize in mergers and acquisitions.

Scarito also highlights the importance of vetting investment bankers and selecting the right fit for a company. She discusses the benefits of having a well-structured board of directors and the value that independent directors can bring to a company. Rudy concludes by discussing the current state of private equity and the potential impact of economic and political instability on transactions.

Takeaways

• Acquisitions and exits should be considered as part of a business growth strategy.
• The lower end of the middle market is currently active, with many baby boomer business owners looking to sell.
• Business owners often need a catalyst, such as a medical issue or a desire for a different lifestyle, to prompt them to consider selling.
• Companies should proactively think about transactions and engage in strategic planning, including identifying potential acquisition opportunities and evaluating financing options.
• Business owners should have a clear understanding of their goals when considering buying or selling a business.
• Seek the assistance of professionals who specialize in mergers and acquisitions to navigate the complex process.
• Vet investment bankers and select the right fit for your company by asking questions and seeking recommendations from trusted sources.
• A well-structured board of directors with independent directors can provide valuable insights and guidance.
• Private equity is a viable buyer for middle market industrials and is likely to remain so for the foreseeable future.
• Consider the potential impact of economic and political instability on transactions and plan accordingly.

Takeaway Quotes from Rudy Scarito

• "It's fraught with peril. I would say unless it's a very simple deal, most business owners should seek the assistance of a professional who focuses and specializes in this."
• "I believe that strategy should consider two kinds of transactions routinely."

Check out Rudy's website and a list of her industrial transactions

LinkedIn: Rudy Scarito and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth

 #MiddleMarket #IndustrialMergersAndAcquisitions #MandA #MergersAndAcquisitions #InvestmentBanker #SellingYourCompany #InvestmentBanking #CommercialBanking #InorganicGrowth #OrganicGrowth #ManufacturingBusinessValuation #PreparingaCompanyForSale #BusinessBrokers #BusinessExit #GrowthStrategy #GrowthStrategyRoadmap #ACG #M&A #IndependentDirectors #BoardStrategy