Burn The Playbook - B2B GTM Strategies with Marc Crosby

Digital Rebels Consulting - Marc Crosby
  • 5.0 (6)
  • BUSINESS

🎙 Burn The Playbook is our podcast for rebels who refuse outdated go-to-market strategies. Hear from business leaders, sales renegades, and operators who challenge the status quo and build what works instead. 👉 Subscribe for weekly episodes, growth insights, and unfiltered takes from the front lines. Digital Rebels Consulting helps B2B manufacturing and industrial companies escape the commodity trap and stand out where others blend in. Digital Rebels Consulting works with growth-minded teams to realign sales, marketing, and positioning so you can win on value, not just price. Learn more: DigitalRebelsConsulting.comLinkTree: https://linktr.ee/digitalrebelsconsulting

  1. Innovation Playbooks: How to Build What Actually Works with Tendayi Viki

    2D AGO

    Innovation Playbooks: How to Build What Actually Works with Tendayi Viki

    Innovation playbooks that work. In this episode of the Burn The Playbook Podcast, Marc Crosby sits with Tendayi Viki, partner at Strategyzer and author of Pirates in the Navy, to break down how large companies build a repeatable system for real innovation instead of theater. You’ll learn how to run sprints, scorecard bets, and connect sales, R&D, and leadership so ideas turn into revenue. What you’ll learn What an effective innovation playbook looks like and why “traditional” playbooks stallHow to define innovation outcomes, not activitiesA simple cadence and timeline for sprints (6–12 weeks) that actually ship learningHow to blend bottom-up rebels with top-down supportWays to stop one-customer projects from trapping your roadmapHow to use AI without speeding in the wrong directionThe scorecard question every leader should answer tomorrow morningTendayi's Bio Tendayi Viki is an author and corporate advisor specializing in securing buy-in for innovation, transformation and breakthrough ideas. With a PhD in Psychology and an MBA, he helps leaders and teams bridge the gap between how organizations plan change and how people actually experience it. As a Partner at Strategyzer, he has worked with global organizations like Symrise, Novartis, Unilever and Pearson. A Thinkers50 Innovation Award finalist, he was also named on the Thinkers50 2018 Radar List for emerging management thinkers. Chapters 00:00 Cold open 00:31 Intro and guest setup 01:07 Tendayi calls in from Harare, Zimbabwe 01:42 Why traditional playbooks freeze innovation 04:01 What “innovation” means beyond a workshop 05:26 Timelines: day workshop vs 6–12 week sprint 06:48 Sales, customers, and avoiding innovation theater 08:12 Pirates in the Navy: rebels plus relationships 10:25 “Show me when it hits the bottom line” 13:17 Culture: bottom-up and top-down at the same time 14:53 Connect sales and R&D with a continuous loop 17:20 The single-customer trap and how to test for scale 19:19 “Moneyball” innovation: start without budget, plan funding early 21:47 AI hype vs. real transformation 24:04 Can AI accelerate in the wrong direction? Guardrails 30:23 Burn it or Build it: rapid-fire takes 40:33 One action to start tomorrow: innovation scorecard 41:40 Where to find Tendayi and Strategyzer Who this helps Manufacturing and industrial leaders with flat growthBusiness unit heads under quarterly pressureSales and product teams tired of “throw it over the wall”Corporate innovators who need executive air coverGuest Tendayi Viki, Partner at Strategyzer; author of Pirates in the Navy and The Lean Product LifecycleWebsite: https://tendaiviki.com LinkedIn: https://www.linkedin.com/in/tendaiviki Host Burn The Playbook Podcast — Digital Rebels ConsultingSite: https://DigitalRebelsConsulting.com Host: Marc Crosby Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    43 min
  2. Strategy That Actually Works: Alex M H Smith on Unique Value

    JAN 27

    Strategy That Actually Works: Alex M H Smith on Unique Value

    Strategy in business is simple: create unique value people can’t get anywhere else. Author and consultant Alex M H Smith breaks down “No Bullshit Strategy” so leaders stop chasing buzzwords and start making real choices. What you’ll learn What “strategy” means in business and why most teams get it wrongHow to define unique value vs. “better” or “best in class”Innovation that counts: new vs. incremental “enhanced”Agile where it belongs: execution, not directionDifferentiation in commodity markets that buyers noticeWhy “customer centric” can mislead strategy, and where customers fitCascading the story so the whole org pulls in one directionOne practical move you can ship todayChapters 00:00 Intro and setup 00:24 What strategy really is: unique value, not flabby plans 04:45 Value that counts and why it must be unique 09:36 Emotional vs. utilitarian value in B2B 14:40 What makes a company innovative 17:22 Agile vs. strategy: be agile in execution 23:43 Turning strategy into a clear company story 27:57 “Best in class” vs. being the only in class 30:31 Differentiation in commodity markets 36:09 The limits of “customer centric” strategy 41:21 Burn It or Build It: 10 hot topics 53:28 One actionable idea leaders can use now 54:10 Where to find Alex Who this helps Founders and CEOs who need a clear market positionSales and marketing leaders stuck in feature fightsB2B teams in “commodity” categoriesOperators who want a simple, durable directionGuest Alex M H Smith, Founder, Basic Arts; Author, “No B******t Strategy”Website: https://basicarts.org/welcomeLinkedIn: Alex M H SmithHost Burn The Playbook Podcast by Digital Rebels ConsultingSite: https://DigitalRebelsConsulting.comHost: Marc Crosby, LinkedIn: Marc Crosby business strategy, unique value, differentiation, innovation, agile execution, company story, alignment, B2B marketing, commodity markets, best in class myth, customer centric, Peter Drucker create a customer, Marc Crosby, Digital Rebels Consulting, Alex M H Smith, Basic Arts, No B******t Strategy #BurnThePlaybook #Strategy #B2B #Leadership #Marketing #Differentiation business strategy; unique value; differentiation; innovation vs enhancement; agile execution; alignment; company story; B2B marketing; commodity markets; best in class; customer centric myth; Peter Drucker create a customer; Marc Crosby; Digital Rebels Consulting; Alex M H Smith; Basic Arts; No B******t Strategy; Burn The Playbook 1: Strategy = create unique value only you provide. #Strategy2: Stop “best in class.” Be the only in class buyers need. #B2B3: Innovation isn’t “better.” It’s new. Full stop. #Leadership4: Agile belongs in execution, not direction. #Operations5: Your strategy needs a story people remember. #Marketing Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    54 min
  3. Stop Pitching. Start Investigating: The WINGS Playbook with Raz Vicerabin

    JAN 21

    Stop Pitching. Start Investigating: The WINGS Playbook with Raz Vicerabin

    B2B sales for founders: how to run real discovery, align a proof of value, and close without racing to discounts. Outcome: shorter cycles, cleaner handoffs, and deals that stick. In this episode of the Burn The Playbook Podcast, host Marc Crosby (Digital Rebels Consulting) digs into the WINGS Sales Program with Raz Vicerabin. Raz led revenue teams through IPO at Riskified and now teaches founders the sales fundamentals. We cover mindset shifts, first hires, metrics that matter, and a dead-simple POV alignment that stops deals from dying after the demo. Raz is bringing WINGS to NYC on February 3–4, 2026. (LinkedIn) What you’ll learn Why discovery beats pitching and how to stay in investigator modeA 15-minute prep routine that saves wasted meetingsThe POV Alignment: success criteria, effort, economics, green lightNegotiation basics founders miss and how to anchor high with a pricing ladderWhen to hire your first AE or VP Sales and what must be trueThe two pipeline “cemeteries” and how to build momentum after a demoMetrics that matter: stage-to-stage conversion over “big pipeline” vanityChapters 00:00 Intro + who is Raz 00:38 Recording at Riverside 01:48 Raz’s path: law, IDF interrogator, first AE 03:21 Builder-to-investigator mindset shift 04:53 The #1 mistake on first calls 06:28 How to prep for discovery 09:22 Teaching sales at universities vs founders 11:34 The WINGS program format 12:14 1:1 consulting vs workshops 13:32 Negotiation influences and ZOPA 15:36 Handling aggressive buyers 17:00 Discount pressure and value gaps 18:25 When to walk from a deal 19:43 Timing the first sales hire 21:05 Bad metrics vs stage conversion 22:25 Why deals get “stuck” 23:13 The POV Alignment framework 27:55 Curiosity as the top trait 29:24 Burn It or Build It: 10 hot takes 41:14 Where to find Raz + NYC dates Who this helps Early-stage founders in B2B or cyber selling into the enterpriseTechnical leaders new to sales who need a practical operating cadenceSales leads cleaning up post-demo drift and endless POVsGuest Raz Vicerabin — Founder, WINGS Sales Program for Founders; B2B Sales LecturerWebsite: https://www.sales-wings.com (Home)LinkedIn: https://il.linkedin.com/in/raz-vicerabin (LinkedIn)Host Digital Rebels Consulting — https://DigitalRebelsConsulting.comHost: Marc Crosby, Burn The Playbook Podcast Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    43 min
  4. *Re-Release* B2B GTM Playbook: Churn, Niching, and Sales That Actually Work With Richard Blundell

    JAN 10

    *Re-Release* B2B GTM Playbook: Churn, Niching, and Sales That Actually Work With Richard Blundell

    B2B go-to-market that actually drives ARR. Richard Blundell shares the simple operating cadence founders need to land real customers, cut churn, and scale without burning cash. Richard Blundell is a SaaS sales and go-to-market expert with more than 20 years of experience scaling B2B software companies as a founder, CRO, and CEO. He’s helped dozens of founders grow from first product to recurring revenue, guiding many beyond the $1 million ARR mark and toward investment readiness. As founder of Vencha and the Vencha Scale Academy, Richard delivers practical, proven strategies that cut through the noise with clarity, structure, and hard-won lessons from the trenches. He’s also an author, creator, and most recently taught his Go-to-Market Playbook at ESCP Business School in London. What you’ll learn How to build a GTM motion technical founders can runThe “customer at 3 a.m.” test for messaging that stops the scrollWhy introverts often outsell extrovertsWhen to hire sales vs. customer successNiching vs. scale: how to choose and when to shiftWar-gaming meetings so deals move fasterChurn, CAC, LTV: which metric matters whenDifferentiation through simple, visual pain→outcome storiesWho this helps Founder-led B2B SaaS teams from zero to $5M ARRFirst-time CROs and product-led CEOsCS leaders fixing churn and expansionInvestors mentoring seed to Series AGuest Richard Blundell, Founder, Venture + Venture Scale Academyhttps://vencha-academy.com/Host Burn The Playbook Podcast — Digital Rebels Consultinghttps://DigitalRebelsConsulting.com B2B SaaS, go-to-market, GTM strategy, ARR, product–market fit, product–pain fit, churn, CAC, LTV, ICP, positioning, differentiation, introvert sales, customer success, sales hiring, niching, messaging, founder-led sales, pitch deck, LinkedIn content, AI go-to-market #B2BSaaS #GoToMarket #BurnThePlaybook #Startup #FounderLedSales #SalesLeadership #CustomerSuccess #Churn #ARR #Messaging B2B SaaS; go to market; GTM; ARR; churn; CAC; LTV; ICP; founder led sales; introvert sales; differentiation; positioning; pitch deck; customer success; SaaS growth; sales hiring; niching strategy; venture scale academy; richard blundell; digital rebels consulting; burn the playbook; marc crosby; ai go to market; sales engineering 1: The “3 a.m. customer” test for messages that convert. #GoToMarket2: Stop hiring sales too early. Fix product–pain fit first. #SaaS3: Why introverts quietly win big deals. #Sales4: Churn kills faster than no pipeline. Here’s what to track. #Startup5: Differentiate by simplicity. Show pain → outcome fast. #B2B Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    58 min
  5. Story-Driven Sales: How Nir Zavaro Wins Deals Without Slides

    12/31/2025

    Story-Driven Sales: How Nir Zavaro Wins Deals Without Slides

    Business storytelling that closes deals. In this episode, Microsoft and Unilever advisor Nir Zavaro shows how to ditch slide-first pitching and lead with a clear, written narrative that aligns marketing, sales, and leadership. If your team talks features instead of a story, this is your playbook. Nir Zavaro is a global keynote speaker, author, and consultant known as "The Business Storyteller." With over 20 years of experience, he helps founders and top brands like Microsoft and Unilever implement storytelling to improve marketing, sales, and brand identity. Nir's work is centered on the principle that a compelling narrative is the most critical element for connecting with an audience and driving action.  He travels the world teaching a proven methodology that enables corporate teams and leaders to move beyond a reliance on slides and craft powerful pitches that win deals. His keynotes are high-energy, practical sessions that provide actionable frameworks for building better brands and improving business outcomes through the power of a clear, consistent story.  He is the founder of the creative agency Streetwise and the author of F*ck the Slides, a book dedicated to transforming presentations and pitches. His narrative-driven approach ensures that a company's marketing, sales, and internal communications are all aligned with a single, powerful story, helping them to scale more effectively. What you’ll learn How to craft a 70-word hook and a 3-minute “trailer pitch” buyers rememberToilet deck vs. Babylon deck: what to send, what to present, what to keep in reserveWhy the brand is the hero and teams play supporting rolesTurning “no” leads into revenue with a customer-journey funnelSales–marketing alignment that actually works in the fieldStartup vs. enterprise branding: what changes and what never shouldWho this helps B2B founders and CROs selling complex solutionsMarketing leaders who need sales alignmentEnterprise sellers who pitch across buying committeesRevOps teams mapping handoffs and SLAsGuest Nir Zavaro, “The Business Storyteller,” author of “F*ck the Slides,” founder of StreetwiseWebsite: https://nirzavaro.com/LinkedIn: https://www.linkedin.com/in/nirzavaro/Host Burn The Playbook Podcast — Digital Rebels Consulting: https://DigitalRebelsConsulting.comMarc Crosby on LinkedIn: https://www.linkedin.com/in/marcccrosby/ #BusinessStorytelling #B2BSales #BurnThePlaybook #SalesLeadership #Marketing #Brand #CustomerJourney #Pitching #SalesEnablement; business storytelling; B2B storytelling; sales pitch; pitch deck; f**k the slides; toilet deck; babylon deck; customer journey; sales marketing alignment; enterprise sales; startup brand; narrative selling; Marc Crosby; Digital Rebels Consulting; Nir Zavaro; Streetwise; trailer pitch; buyer enablement; sales workshop Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    45 min
  6. AI for Life Science Sales: Personas, Buying Groups, Real ROI | Matt Wilkinson, Strivenn

    12/17/2025

    AI for Life Science Sales: Personas, Buying Groups, Real ROI | Matt Wilkinson, Strivenn

    AI for life science sales and marketing that actually moves revenue. In this episode of Burn The Playbook, Marc Crosby digs in with Matt Wilkinson, founder of Strivenn, on how commercial teams cut through hype and apply AI where it matters: personas, buying groups, objection prep, and sales practice that sticks. What you’ll learn How “persona AI” turns real LinkedIn and VOC data into a usable synthetic customerA simple way to map buying groups and pressure-test your pitch with role playWhere AI helps most in product launch, ABM, and key account managementWhy ungating content now matters for search and AI botsHow to prep objections with custom assistants and stay human in the loop“Moments over funnels” and what that means for 2026 GTM planningPractical tools Matt uses: Claude, ChatGPT, Humantic, Yoodli, Notebook LMChapters 00:00 Welcome and setup 00:30 Meet Matt Wilkinson and Strivenn 01:29 When ChatGPT changed the game 03:24 Science mindset for using AI 05:21 Persona AI explained 07:10 Synthetic buyers and role play 08:05 From product to marketing to sales 09:32 Mapping stakeholders 10:18 Objection prep with custom assistants 11:30 KAM board work and AI’s impact 13:18 Big obstacles: data, maturity, fear 15:00 Policies, “secret cyborgs,” and guardrails 17:45 Showing value and time savings 19:31 Repeatable assets reps will use 19:39 Favorite tools for sales enablement 21:41 Buying group mastery and practice 23:55 2025–2026 outlook for life sciences 26:17 Notebook LM for learning and policy chatbots 26:46 Moments over funnels 28:51 Rapid fire: the takes that matter 35:46 Burn one habit, build one for 2026 36:28 Where to find Matt + 2026 speaking Who this helps Life science commercial leaders and KAM teamsB2B marketers running ABM and launchesFounders building GTM in technical marketsSales enablement leaders installing AI the right wayGuest Matt Wilkinson, Founder, Strivenn | Website: https://www.striven.com | LinkedIn: https://www.linkedin.com/in/matt-wilkinson/Host Burn The Playbook Podcast — Digital Rebels Consulting: https://DigitalRebelsConsulting.comHost: Marc Crosby AI for life sciences, persona AI, buying group mapping, key account management, ABM, objection handling, sales role play, Notebook LM, Claude, ChatGPT, Humantic, Yoodli, moments over funnels, commercial data readiness, AI policy, synthetic customers, B2B marketing, sales enablement, life science GTM, 2026 GTM planning 1: Persona AI that isn’t fluff. Real data. Real buyers. #LifeSciences 2: Map the buying group and stress-test your pitch. #SalesEnablement 3: Ungate content so humans and bots can find you. #B2BMarketing 4: Objection prep with custom assistants in minutes. #SalesTips 5: Moments over funnels. Win where decisions happen. #GTM Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    38 min
  7. *Re-Release* Deep Selling with Graham Hawkins: How To Win Modern B2B Buyers

    12/10/2025

    *Re-Release* Deep Selling with Graham Hawkins: How To Win Modern B2B Buyers

    B2B sales has flipped. Buyers complete most of the journey before you show up, and GenAI is doing the research. In this episode, Graham Hawkins explains how to win in a buyer-led era with GEO, deep selling, and agentic tools that cut wasted effort. Original release of this episode, July 25th 2025 Graham Hawkins Bio With more than 34 years of business experience in executive B2B sales and sales leadership roles, Graham Hawkins is a highly experienced business executive with proven strengths in strategic business development, go-to-market planning, and sales and marketing. Graham has worked in the UK, Australia and across Asia Pacific as a representative of some of the world’s most innovative IT, telecommunications, finance and media organisations. Graham has an MBA (Exec) (Distinction) from RMIT and is a member of Golden Key International Honour Society for high-performing business students. Graham is also a part-time lecturer and student mentor in the RMIT Executive MBA Program. Graham has extensive experience in developing, mentoring and leading highly successful sales teams while driving multi-channel sales engagement strategies that dovetail with the new Age of the Customer. Today, Graham is the Founder & CEO of SalesTribe, and Co-Founder of the world’s first AI-Guided Selling platform – Qoos.ai. What you’ll learn What buyer-led really means and why discovery must changeHow Generative Engine Optimization gets you into GPT resultsWhy 60–70% of buying tasks will be automated by 2027 and what to doFlipped funnel: land, prove value, expandCustomer-verified pipeline vs gut-feel forecastingMulti-threading across 11+ stakeholders without spammingWin-loss analysis that actually informs changeHigh-fit, high-intent targeting to stop chasing ghostsPractical AI stack for sellers: research, mapping, digital sales roomsHow sales leadership, comp, and coaching must evolveWho this helps B2B founders, CROs, VPs of SalesRevOps and sales managers moving off activity quotasSDRs and AEs selling into complex accountsMarketers shifting from SEO to GEOGuest Graham Hawkins, Founder & CEO, SalesTribe; CEO & Co-founder, Qoos.aiWebsites: https://www.salestribe.com | https://qoos.aiLinkedIn: https://www.linkedin.com/in/futureofsales/Host Burn The Playbook Podcast by Digital Rebels Consultinghttps://DigitalRebelsConsulting.com B2B sales; buyer led; deep selling; GEO; Generative Engine Optimization; customer verified pipeline; flipped funnel; multi threading; win loss analysis; intent data; account based selling; Perplexity; Sales Navigator; trumpet digital sales room; Qoos.ai; SalesTribe; Marc Crosby; Graham Hawkins; RevOps; enterprise sales; sales coaching; next best action; agentic AI; CRM stages; manufacturing sales; LinkedIn Top Voice Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    37 min
  8. Gap Prospecting 2026: Intrigue, Interest, and Outbound That Works With Keenan

    12/02/2025

    Gap Prospecting 2026: Intrigue, Interest, and Outbound That Works With Keenan

    Gap Prospecting that gets replies. Keenan breaks down problem-centric outbound, the Problem Identification Chart, and how to write messages that create intrigue and interest. If you’re stuck in activity theater, this flips the script. Keenan is the CEO of A Sales Growth Company, a Forbes Top 50 Social Seller, and one of the most cited sales experts in the world. He wrote Not Taught and the bestselling Gap Selling, with his new book Gap Prospecting dropping in 2026. His firm was also named a Representative Vendor in the 2025 Gartner® Market Guide for Sales Training Service Providers, Worldwide. What you’ll learn Who Gap Prospecting is for and why nowProblem-centric selling vs product-centric habitsThe three-layer enablement model: skills, opportunity, forecastHow to run a great discovery without scriptsThe Problem Identification Chart: problems, impacts, root causesSymptoms vs catalysts and how to spot themIntrigue→Interest: writing emails buyers answerWhere AI helps prospecting…and where it makes it worseBurn it or build it: rapid takes on quotas, video, texting, gifting, breakup emailsChapters 00:30 Welcome, guest intro 01:05 Who Gap Prospecting is for 02:39 Why a prospecting book now 04:31 Why coauthoring this time 05:25 The Problem-Centric Operating System 10:36 Where companies blow enablement 12:38 What makes discovery questions good 17:16 The Problem Identification Chart (PIC) 22:22 Has this changed since 2020? 23:22 AI and prospecting: help or harm 31:25 Unexpected lessons: symptoms & catalysts 32:42 Burn it or Build it: 10 hot takes 41:32 One contrarian move for Q1 win rate 42:48 Where to find Gap Prospecting info 43:06 Close Who this helps CROs, VPs Sales, and founders with an outbound motionSDRs, BDRs, and AEs who prospectRevOps and Enablement leaders building repeatable systemsMarketers supporting pipeline with outbound signalsGuest Keenan, CEO, Sales Growth CompanyWebsite: salesgrowth.comLinkedIn: https://www.linkedin.com/in/jimkeenan/Host Burn The Playbook Podcast — Digital Rebels Consultinghttps://DigitalRebelsConsulting.comMarc Crosby — https://linktr.ee/digitalrebelsconsultingKeywords gap prospecting, gap selling, problem centric selling, problem identification chart, discovery questions, sales enablement layers, skills layer, opportunity layer, forecasting layer, symptoms and catalysts, intrigue and interest emails, outbound strategy, SDR prospecting, BDR prospecting, AI in sales, breakup emails, video prospecting, multithreading, daily activity quotas, buyer intent Hashtags #GapProspecting #GapSelling #Sales #Prospecting #B2B #Outbound #SalesLeadership #BurnThePlaybook #DigitalRebels gap prospecting; gap selling; keenan; problem centric selling; problem identification chart; PIC; discovery questions; ou Website → DigitalRebelsConsulting.com Linktree → https://linktr.ee/digitalrebelsconsulting Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby Email → marc@digitalrebelsconsulting.com Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451 Burn The Playbook Website → https://www.buzzsprout.com/2522863 Views expressed are our own and do not represent any organizations © 2025 Digital Rebels Consulting. All rights reserved.

    44 min
See All (22)

5
out of 5
6 Ratings

About

🎙 Burn The Playbook is our podcast for rebels who refuse outdated go-to-market strategies. Hear from business leaders, sales renegades, and operators who challenge the status quo and build what works instead. 👉 Subscribe for weekly episodes, growth insights, and unfiltered takes from the front lines. Digital Rebels Consulting helps B2B manufacturing and industrial companies escape the commodity trap and stand out where others blend in. Digital Rebels Consulting works with growth-minded teams to realign sales, marketing, and positioning so you can win on value, not just price. Learn more: DigitalRebelsConsulting.comLinkTree: https://linktr.ee/digitalrebelsconsulting

Information