What‘s Wrong With Revenue‪?‬ whatswrongwithrevenue

I continued the conversation with Matt Sunshine, CEO of the Center for Sales Strategy and Leads G2. In this show, Matt and I debate new buyer journey models and how to use them to help clients get better results from both sales and marketing. Matt has his approach and I have ours, both approaches are eye-opening.

I’m joined by Matt Sunshine, CEO of the Center for Sales Strategy and Leads G2. Matt and I go deep on the changing way B2B buyers make their purchase decisions today and you don’t want to miss it. We sunset the traditional sales funnel created in 1890, and introduce the new Cyclonic Buyer Journey model which illustrates how B2B prospects make purchase decisions today. We talk about how marketing and sales professionals need to adapt their execution to take full advantage of these changes.

Tom Brady, LeBron James, and Tiger Woods all have something in common. They are widely considered the Greatest of All Time in their sport. But they didn’t get there by accident and it wasn’t raw talent that got them there either. It was hard work. A never-ending commitment and an investment of both time and money in their own professional development, training, conditioning, and expertise. They knew that to be the best, they needed to work with the best trainers, the best conditioning experts, the best sports therapists, and the best coaches. Not only that, they needed to invest their time and energy, not only during the season but ALL YEAR long, if they wanted to be the GOAT. You need to consider a similar approach to revenue generation and business growth. There are no shortcuts. There are no easy buttons. You need to work with the best, invest appropriately with both time and money and never, ever stop working to get to your goals. That’s how you grow your business.
In this show, we’ll cover
What going “all in” means from a time and investment perspective
How to make this your company’s top priority and get everyone focused on this one goal.
Why your partners/agencies need you to be “all in” because they are already all in for you.
How analytics help athletes track progress, the same way analytics can help you track your progress
Why asking yourself the hard question is the first step, “Do you want to win the Super Bowl?”

You’ve seen this one million times. You might even be doing it. You land on a website and the only options are to schedule a call, book a demo, or get a quote. But I’m not ready for that step. I don’t want to talk to a sales rep yet. I’m still early in my buyer journey and I don’t know anything about your company other than I might want to do business with you someday. In short, I don’t know, like or trust you YET! Your marketing and specifically your website and educational content have to align with where I am in the buyer journey and it has to be strategically designed to help me get to know, like, and trust your company.  The same goes for your sales process. If you start asking about sending a contract or proposal on your first call, you will get blocked. You have to earn their trust, get to know them and they have to get to know you. They have to like you before they’ll even consider going forward with your sales process. Everything you do should be designed to get them to know, like, and trust you.
In this show, we’ll cover
How your website and educational content should be designed to get prospects to feel safe
How your sales process should be designed to get your prospects to feel safe
What exactly your sales reps can be doing to help prospects know, like, and trust you?
How to measure whether prospects are feeling safe and how to respond when they’re not
How to leverage customers who already feel safe to drive more revenue from current customers

We do this show because marketing isn’t getting easier. Generating revenue month after month isn’t getting easier. Unfortunately, it’s getting harder and it’s about to get even harder yet. At Square 2, we’ve seen it all. We’ve seen clients with quarantined lists, suspended Google accounts, suspended HubSpot accounts, and more. All because their marketing practices violated some of the new privacy and anti-spam-related regulations. A lot of martech companies are trying to get ahead of this and be responsible corporate citizens before the government cracks down and passes federal regulations. A lot of states are already passing their own state regulations. You have to be aware of what’s coming and how to deal with it before it gets here. 
In this show, we’ll cover
We’ll help you understand exactly what a cookie is and how it works
We’ll look at the ways Google is changing its approach and what that means to marketers
We’ll help you get ready for the new cookie-less world
We’ll talk about how to get your data ready today, so it's easy once this major change takes place
We’ll also talk about how a data platform for everything marketing and sales is a critical part of this complicated puzzle

Unfortunately, the world has conspired to make getting in touch with your best prospects much harder than it’s ever been before. You can’t call them because they’re not in their office. You can’t email them because they have spam filters or hidden email addresses. You can reach out to them on social media because their feeds are overrun with spammy outreach. You can get to them with content because they’re peppered with similar messages from similar companies. What do you do? During the show today, we’ll help you figure this out. We’ll break down four different types of campaigns inbound, outbound, demand generation and account-based so you know the pluses and minuses of all four.
When do you use Inbound? What should you expect from it? How does it work? Why does it work well and in what situations? The same for outbound, demand generation and account-based campaigns. Interestingly enough, it’s very possible you need all four, used in various situations and deployed correctly.
In this show we’ll cover
The differences between each of these four campaign types.
When to use them, what to expect from them in terms of results, and what the investments need to be to see results.
Certain types of companies might fair better with specific types of campaigns, we’ll dig into that too.
We’ll look at the data and privacy considerations for all four types of campaigns. You just can’t ignore these anymore.
We’ll look at the metrics to track and the results you should expect.
How much alignment with sales is required for each different type of campaign?