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The Transaction

The Transaction

Matt Amundson & Craig Rosenberg

Welcome to The Transaction. From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get... The Transaction. Hosted by Craig Rosenberg and Matt Amundson. Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.
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Top 10 The Transaction Episodes

Goodpods has curated a list of the 10 best The Transaction episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to The Transaction for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite The Transaction episode by adding your comments to the episode page.

The Transaction - Empowering The Agile, Tech-Enabled Salesforce with Mary Shea - The Transaction - Ep #6

Empowering The Agile, Tech-Enabled Salesforce with Mary Shea - The Transaction - Ep #6

The Transaction

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04/18/24 • 50 min

To help you wrap your head around the rapidly evolving technological landscape as a revenue leader, we have a very special guest today. Mary Shea is the former Principal Analyst at Forrester and is currently advising and coaching multiple high-growth companies. Mary joins Hosts Craig Rosenberg and Matt Amundson to discuss the technology-enabled future of B2B sales organizations, which stages of the funnel should be automated first, and understanding “Signal-based Selling.”

Also, Craig relishes getting a great compliment and Matt is put on the hot seat for one of his takes on B2B sales.

Takeaways:

  • Investing in sales training and enablement is vital, both internally and via third parties. This focus on upskilling is critical during times of change, especially as enablement professionals are among the first to be let go when budgets are tight. Consistent investment in enablement is key to maintaining a high-performing sales team.
  • Look beyond point solutions to vendors who offer comprehensive support for the sales cycle. Try to work with vendors who possess an exciting vision for the future, particularly those who incorporate embedded and generative AI into their offerings, allowing for a more consolidated and efficient tech stack.
  • Focus on insights over mere data to improve buyer-seller interactions. It’s much more important to extract meaningful insights from data, than just collect data for its own sake. The term 'Signal-based Selling' highlights the need for sales and marketing professionals to focus on actionable insights that drive meaningful engagements with prospects and customers.

Chapters:

  • 00:00 - Craig is called a “Living Legend”
  • 01:23 - Introducing special guest Mary Shea
  • 03:30 - The Agile, Tech-Enabled Salesforce
  • 10:51 - Are Smaller Sales Teams the Future?
  • 13:12 - Can You Scale Back on SDRs & Sell More?
  • 17:41 - How Sales Leaders should Think about Automation Today
  • 21:19 - Is Greater Specialization in Sales the Solution?
  • 29:18 - The Emerging SE Tech Stack
  • 34:05 - Embracing Gen AI in the Enterprise
  • 44:51 - Understanding Signal-Based Selling

Quote of the Show:

  • “If I’m a revenue leader ... I need to think about technology as another arrow in my quiver.” - Mary Shea

Sponsor:

Connect with Mary:

Shoutouts:

Follow the Show:

Ways to Tune In:

YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

2 Listeners

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The Transaction - Defining Metrics & Aligning Goals with Tricia Gellman - The Transaction - Ep. 32

Defining Metrics & Aligning Goals with Tricia Gellman - The Transaction - Ep. 32

The Transaction

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11/14/24 • 45 min

What does an opportunity mean to you? Would the rest of your company give the same answer? Probably not. But not to fear, GTM leader, because Tricia Gellman, the CMO of Box joins hosts Matt Amundson and Craig Rosenberg to explain how to fix the cracks between sales and marketing. Tricia outlines the importance of having shared goals across sales and marketing teams, why defining terms clearly is so critical, and what it’s like for those selling AI tools to B2B buyers.

Also, Craig recounts his time spent hanging out with reps at Dreamforce and Matt gushes about the events TOPO used to run.

Critical Takeaways

  • A crucial component in driving sales and marketing alignment is using the same metrics and dashboards to accomplish shared goals. Consistency and agreement on these metrics will help streamline the goal-setting process, reduce friction, and ensure everyone is working towards the same company objectives.
  • Clearly define what constitutes an opportunity and different stages within the pipeline. Aligning these definitions across marketing and sales will prevent discrepancies and confusion, leading to more accurate performance tracking and reporting.
  • Invest in brand building. A strong brand is essential for long-term success and helps in making conversations happen at the C-suite level. This investment continues to pay off by fostering word-of-mouth recommendations and creating a lasting impression in the minds of decision-makers.
  • Building a community, especially around high-level executives and key decision-makers, can significantly enhance your brand's reach and credibility. Hosting events and creating opportunities for peer networking add tremendous value and deepen customer loyalty.

Sponsored Segment

This episode is presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.

Interested in becoming a sponsor of The Transaction? Contact [email protected]

Chapters

00:00 Tricia's Italy Trip & Career Advice

03:08 Overcoming the Challenges of a CMO

04:51 Managing Pipeline in the Current Environment

08:56 How to Align Marketing and Sales Teams

23:26 Aligning Incentives Across Teams

24:01 Defining Opportunities and Meetings

25:18 Adapting to AI in Sales

27:13 Transitioning to a New CMO Role

32:22 Building Community and Product Alignment

Sign up for our Newsletter: https://thetransaction.substack.com/

Epic Quotes

  • “Saying you can't do it because you don't have the data is just a cop out.” - Tricia Gellman
  • “Everybody works to their goals. Whatever the incentive is, that's what people work towards.” - Tricia Gellman
  • “One of the key roles of leadership across sales and marketing is really being clear on who are we going after? Why are we going after it? And then, how are we going to go after it?” - Tricia Gellman

Connect with Tricia Gellman

Shoutouts

Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

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The Transaction - People, People, People! - Kelly Breslin Wright - The Transaction - Ep #1

People, People, People! - Kelly Breslin Wright - The Transaction - Ep #1

The Transaction

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03/14/24 • 60 min

Welcome to the first full episode of The Transaction! We’re kicking things off right with an amazing guest who is known for her time as President and COO of Gong, and as Executive Vice President, Sales at Tableau. Kelly Breslin Wright is now the Founder of Culture Driven Sales and an Adjunct professor at the University of Washington.

Kelly joins Host Craig Rosenberg for a fantastic conversation about the shift from traditional sales methods towards a 'Culture Driven Sales' approach, how a company’s mission and values are crucial for internal alignment, and how companies can actually be data-driven in their decision-making processes.

Chapters:

  • 00:00 - Welcome to the Show & Recapping Matt’s California Road Trip
  • 07:54 - Introducing Special Guest Kelly Wright
  • 11:36 - Most Company Leaders are NOT Aligned
  • 24:34 - People, People, People: The Core of Successful Companies
  • 33:32 - Simplifying Business: The Power of Keeping It Simple
  • 34:27 - The Impact of Culture on Sales and Customer Relationships
  • 35:54 - Navigating the Challenges of High Performers with Poor Cultural Fit
  • 39:16 - Embracing Data-Driven Strategies in Go-to-Market Teams
  • 49:39 - The Basis of Culture Driven Sales

Quote of the Show:

  • “Culture Driven Sales is about emotionally connecting with other human beings so that you can understand what their need is and they're more likely to buy because you're actually speaking on a more emotional level than on a transactional, tactical level.” - Kelly Wright

Sponsor:

Connect with Kelly Wright:

Shoutouts:

Words Coined This Episode:

  • Unactionable - Craig Rosenberg

Follow the Show:

Ways to Tune In:

2 Listeners

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The Transaction - To Gate or Not to Gate Content with Chris Orlob - The Transaction - Ep #5

To Gate or Not to Gate Content with Chris Orlob - The Transaction - Ep #5

The Transaction

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04/11/24 • 57 min

Joining Craig Rosenberg and Matt Amundson in Episode 5 is special guest Chris Orlob, the Co-Founder & CEO of pclub.io. Many of you probably know about Chris or his awesome work early on at Gong which helped the company reach hockey stick level growth. Chris shares his “unqualified” thoughts on when to gate content, how to get deals done on demo calls, and what prime sales prospecting outreach should look and feel like.

Also, Craig compares himself to a cartoon image on a coffee mug and Matt mixes up two timeless classic holiday films.

Takeaways:

  • Some of the best prospecting messages don't even like talk about the product, its benefits, or your company. For example, a good prospecting email could be: [A very well articulated grasp of the challenges they're probably going through] and we've been able to help a bunch of other companies solve this. Is this challenge worth a live chat?
  • “It's not multi threading, it's single threading with multiple people.”

Chapters:

  • 00:00 - Comparing Craig’s Mug to Craig’s Mug
  • 07:24 - Customer at the Gates: Dodging the Ungated Content Dogma
  • 14:30 - Mastering Multi-Threading in B2B Sales
  • 28:16 - Demystifying the Sales Deck
  • 31:24 - Crafting the Perfect Prospecting Email
  • 37:06 - When to Demo & How to Run That Call
  • 48:00 - Negotiations: What Happens when there’s now Win-Win?

Quote of the Show:

  • “I'm like the world's least qualified marketer of all time, but I still have strong opinions about it.” - Chris Orlob

Sponsor:

Connect with Chris Orlob:

Shoutouts:

Follow the Show:

Ways to Tune In:

2 Listeners

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The Transaction - The Vibe-First Approach to Marketing with Mac Reddin - The Transaction - Ep #2

The Vibe-First Approach to Marketing with Mac Reddin - The Transaction - Ep #2

The Transaction

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03/21/24 • 49 min

Welcome back to The Transaction! In our second episode, you’ll hear from a truly classic Founder who is full of marketing ideas that are disrupting the status quo of B2B marketing.

Mac Reddin is the Founder and El Rey de Dinos at Commsor, the company behind both Matcha and Bronto. Mac joins co-hosts Craig Rosenberg and Matt Amundson to save go-to-market teams from the 99% of what they do that is wrong or misguided. Mac dives into his Vibe-First Marketing approach, how a few hundred chicken wings upended event marketing, and what it takes to inundate LinkedIn without spending a dime.

Also, Craig complains about New York City winter weather and Matt divulges his European shoe size.

Takeaways:

  • Marketers shouldn’t judge an idea solely based on how measurable it is.
  • The bar for a campaign working and being seen as creative and new is incredibly low in B2B. Come up with an idea that actually breaks through the noise of sameness from your competitors and then stick to it.
  • Build strong relations with your customers, prospects, and audience by creating something they want to be a part of.
  • When Founders are active on social and leading from the front, it allows people to connect closer with them and the company, making the marketing team’s (and everyone else’s) jobs much easier.

Chapters:

  • 00:00 - Craig Complains about the Cold
  • 01:48 - Introducing Special Guest Mac Reddin!
  • 04:03 - What GTM Teams are Doing Wrong & Vibe-First Marketing
  • 09:05 - The Chicken Wing Example of a Vibe-First Marketing Approach
  • 16:39 - How Commsor’s Booth Compares to Traditional Event Marketing
  • 20:40 - Mac’s B2C Sources of Inspiration
  • 24:49 - How to Create an Influencer Campaign to Conquer LinkedIn
  • 31:29 - The Impact of Consistently Building Strong Relationships In Your Market
  • 34:46 - How B2B Marketers Should Think About Video Content
  • 38:22 - Founders That are Active on Social Media are a Secret Weapon
  • 43:46 - Being Intentional and Consistent with LinkedIn are Key

Quote of the Show:

  • “When I think about marketing ideas and when our team thinks about them, we tend to think from a vibe-first mentality. We think more from the perspective of how are people going to feel about this?” - Mac Reddin

Sponsor:

Connect with Mac:

Shoutouts:

Follow the Show:

Ways to Tune In:

2 Listeners

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The Transaction - Decoding The CRM and Database Infrastructures with Nicolas de Kouchkovsky - The Transaction - Ep #7

Decoding The CRM and Database Infrastructures with Nicolas de Kouchkovsky - The Transaction - Ep #7

The Transaction

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04/25/24 • 52 min

Our special guest today is a three-time CMO and seasoned veteran in the customer experience and SalesTech world who offers CX and sales software companies a wealth of expertise that he has accumulated over several decades. Nicolas de Kouchkovsky is a Fractional Chief Marketing Officer & Industry Analyst at CaCube Consulting. Nicolas joins Hosts Craig Rosenberg and Matt Amundson to discuss the transition from traditional methods to Signal-based Selling and the urgent need for precision and relevance in outbound sales efforts. They also dive into the critical role of modern data architectures, such as cloud data warehouses, in enabling efficient and effective sales strategies, stressing the importance of moving beyond CRM as the system of record to embrace more flexible, data-rich platforms.

Also, Craig makes a re-introduction and Matt sets the record for the number of times a person has said data warehouse on a podcast.

Takeaways:

  • The transition towards signal-based selling highlights the need for marketers to adapt to advanced methods of identifying and engaging with potential customers. The ability to harness and interpret signals can significantly improve targeting and personalization.
  • Precise market segmentation and pinpointing the Ideal Customer Profile (ICP) are more crucial than ever. Generic approaches are no longer effective. Teams should invest time in deeply understanding their target segments to tailor messages and offers accordingly.
  • Crafting and communicating a clear, compelling value proposition is essential. Vague statements about benefits can undermine trust. Marketers must articulate how their products or services address specific customer needs and pain points.

Chapters:

  • 00:59 Reintroducing Nicolas De Kouchkovsky
  • 02:34 Understanding Signal-based Selling
  • 11:57 The CRM As The System of Record
  • 27:23 Automation and Precision: The Future of Outbound
  • 34:41 The Lost Art of Segmentation
  • 44:11 AI’s Role is to Assist the Seller
  • 49:11 Get Rid of Mushy Messaging

Quote of the Show:

  • “If you start a business right now, your data should be the foundation and it will be your mid to long-term sustainable differentiator against any legacy business” - Nicolas de Kouchkovsky

Sponsor:

Connect with Nicolas:

Shoutouts:

Follow the Show:

Ways to Tune In:

YouTube: https://www.youtube.com/@TheTransa...

2 Listeners

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The Transaction - Overcoming Outbound Challenges with Doug Landis - The Transaction - Ep # 9

Overcoming Outbound Challenges with Doug Landis - The Transaction - Ep # 9

The Transaction

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05/09/24 • 48 min

As a GTM leader, you’re probably working every day to improve your playbook and you’re not alone. If improving your sales motions is a serious priority, you should probably check out this episode. Doug Landis is the CEO of DL Advisory and both a renowned sales professional and storyteller. Doug joins Co-Hosts Craig Rosenberg and Matt Amundson for a B2B sales and messaging masterclass, including an explainer of his Hypothesis Selling methodology. Doug dives into why outbound sales motions have become so ineffective, the value of verticalization in competitive markets, and how much of an impact the "Thought-Leadershipization" of your Executive Team can have on your win rate.

Also, Craig is locked in a life-or-death struggle against the internet and Matt shares his personal insights on Nick Mehta and Doug’s fashion choices.

Takeaways:

  • Outbound sales reps need to earn the right to have a conversation with buyers before they share more about who they are and what they do. Sellers need to show buyers that they know them and understand the problems they’re facing, more so than the product solutions and features the buyer thinks they need.
  • The core idea of Hypothesis Selling is for sellers to communicate that they understand the problems a buyer is facing by providing them with a hunch or a hypothesis of what the seller thinks the buyer’s world might be like.

Chapters:

  • 00:00 Triassic Tattoos
  • 02:44 Introducing Doug Landis: A Beacon of Sales Wisdom
  • 05:36 How has the GTM Playbook Changed in the Past 4 years
  • 11:34 The Art of Outbound: Rethinking Sales Strategies
  • 25:16 Unlocking the Secrets of Killer Products
  • 26:16 Survival Tips for Inferior Products
  • 27:37 The Art of Execution: From Market Demand to Customer Conversations
  • 34:24 The Impact of the "Thought-Leadershipization" of your Executive Team
  • 41:49 Who’s the Best-dressed in B2B?

Quote of the Show:

  • “If you're going to earn the right to actually share more about who you are and what you do, then you've got to build that.” - Doug Landis

Sponsor:

Connect with Doug Landis:

Shoutouts:

The Transaction - Remixing MarTech & Gen AI Explained with Scott Brinker & Esteban Kolsky - The Transaction - Ep #3

Remixing MarTech & Gen AI Explained with Scott Brinker & Esteban Kolsky - The Transaction - Ep #3

The Transaction

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03/28/24 • 59 min

Today’s episode is a real treat because we have multiple amazing guests joining Craig Rosenberg and Matt Amundson for a deep dive into the state of MarTech today and how to think about generative AI within the larger AI conversation. Scott Brinker & Esteban Kolsky are two of the foremost thinkers and analysts in the B2B world and are here together to volley high-value concepts and insights. Scott, Esteban, and Craig dissect the challenges and potentials of generative AI (Gen AI), the proliferation of MarTech vendors, and the critical need for democratized data in use versus data in storage.

Also, Matt shares why he thinks Mr. and Mrs. Smith has the best season finale in tv history and Craig examines his use of the word “gangster”.

Takeaways:

  • Build software solutions with integration in mind.
  • Data in storage is vastly different from data in use. The value of data comes not just from collecting it but from actively applying it to solve problems and guide decisions. Make your data actionable.

Chapters:

  • 00:00 - Quick Recap of True Detective and What Craig Learned
  • 10:07 - Introducing the Dynamic Duo: Scott Brinker & Esteban Kolsky
  • 14:17 - The Trouble with Defining the Value of Marketing Properly
  • 21:57 - Comparing Marketers’ Relationship to MarTech and Marketing Agencies
  • 28:54 - Barriers to Entry for SaaS Vendors Have Dropped Drastically
  • 37:57 - A Surprisingly Apt Football Analogy for Thinking About AI & Vendors
  • 45:27 - How Generative AI is Democratizing Access to Data
  • 56:37 - Liquid Death Auctioning Off Ad Space on Ebay

Quote of the Show:

  • “You need to treat integration as a first-class capability because if people can't integrate this stuff with the rest of their stack, they're not going get the value out of you.” - Scott Brinker
  • “Once you understand that computers make based on one and zeros that are stored, the world is a lot simpler to go through. Then it's just go play poker.” - Esteban Kolsky

Sponsor:

Connect with Scott Brinker:

Connect with Esteban Kolsky:

Shoutouts:

Follow the Show:

Ways to Tune In:

The Transaction - Asymmetrical Marketing and Personal Branding with Adam Robinson - The Transaction - Ep # 13

Asymmetrical Marketing and Personal Branding with Adam Robinson - The Transaction - Ep # 13

The Transaction

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06/19/24 • 53 min

In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg chat with Adam Robinson, founder of a $20 million ARR bootstrapped SaaS company. Adam shares his journey of leveraging LinkedIn for marketing, discussing the power of personal branding and asymmetrical marketing in today’s competitive business environment. He offers insights on content creation, audience engagement, and the future of sales strategies.

Takeaways

• Personal branding on LinkedIn can significantly impact business growth.

• Authenticity and transparency build strong audience connections.

• Asymmetrical marketing allows smaller companies to outmaneuver larger competitors.

• Sharing both successes and failures creates relatable and engaging content.

• Leveraging organic social media can lead to substantial business opportunities.

Chapters

• 00:00 Introduction

• 02:00 Viral Memes and Easter Bunny Anecdote

• 05:00 Welcoming Adam Robinson

• 07:00 Adam’s LinkedIn Journey and Personal Branding

• 15:00 Challenges in Outbound Sales and Market Trends

• 25:00 Importance of Authenticity and Transparency

• 35:00 Asymmetrical Marketing Strategies

• 45:00 Building a Personal Brand and Engaging Content

• 55:00 Outro and Final Thoughts

Quote of the Show

“Being famous within your target audience is the most valuable thing you could ever have as a founder.” - Adam Robinson

Connect with Adam Robinson

• LinkedIn: Adam Robinson

Sponsor

The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.

Shoutouts

• Andy Paul Podcast

• Scott Lease

• Chris Walker

• Sam Jacobs

• Devin Reed

• Dave Gerhart

• Anthony Kaneda

• Shopify Plus

Phrases Minted in this Episode

• “Asymmetrical Marketing”

• “Personal Branding on LinkedIn”

• “Sharing the L’s”

Follow the Show:

Ways to Tune In:

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The Transaction - Back to The Fundamentals of Sales with John Barrows - The Transaction - Ep #4

Back to The Fundamentals of Sales with John Barrows - The Transaction - Ep #4

The Transaction

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04/04/24 • 55 min

Joining Hosts Craig Rosenberg and Matt Amundson is John Barrows, the CEO of JB Sales and Author of I Want To Be In Sales When I Grow Up. John outlines what led to the current poor performance amongst sales reps and what leaders can do about it to increase performance today and in the long run. They also get into why buyers dread demos, whether marketers should control all of the messaging from sales, and how smart sellers will approach incorporating AI into their workflows.

Also, Craig tells a story about sending around a slide deck and Matt showcases the latest improvement to the production value of the show: the Clapper.

Takeaways:

  • Sales success is more achievable through repeatable processes than through unreliable shortcuts.
  • Encourage personalized and relevant outreach: Teach sales reps to conduct thorough research before outreach, making every interaction as relevant and personalized as possible.
  • Highlight the importance of business understanding: Sales reps must develop a deeper grasp of the customer's business landscape, priorities, and challenges for more effective positioning of solutions.
  • Use AI to augment human efforts in sales, especially for research and personalization, but don’t try to automate humans out of the process. Augmenting > Automating

Chapters:

  • 00:00 - Matt Applauds Today’s Guest
  • 02:59 - The Golden Age of Sales and Its Pitfalls
  • 10:38 - The Role of Hard Work in Sales Success
  • 22:56 - Fixing The Crisis in Sales
  • 31:32 - Applying Design Thinking to Sales
  • 36:59 - Demystifying the Dreaded Demo
  • 44:29 - The Impact of Research and Preparation
  • 47:24 - The Role of Experience and Empathy in Sales
  • 51:37 - Addressing the Generational Shift in Sales Practices

Quote of the Show:

  • “The quantity game is over” - John Barrows

Sponsor:

Connect with John Barrows:

Shoutouts:

Follow the Show:

Ways to Tune In:

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FAQ

How many episodes does The Transaction have?

The Transaction currently has 34 episodes available.

What topics does The Transaction cover?

The podcast is about Marketing, Founder, Business Advice, Startup, Saas, Podcasts, Technology, Sales and Business.

What is the most popular episode on The Transaction?

The episode title 'Defining Metrics & Aligning Goals with Tricia Gellman - The Transaction - Ep. 32' is the most popular.

What is the average episode length on The Transaction?

The average episode length on The Transaction is 49 minutes.

How often are episodes of The Transaction released?

Episodes of The Transaction are typically released every 7 days.

When was the first episode of The Transaction?

The first episode of The Transaction was released on Mar 5, 2024.

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Samuel Guertin

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Apr 20

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