56 min

How Jiggy Is DAN SANCHEZ with Marketing-Led Growth via The Buyer Centric Revenue Model? Interview with Director of Growth at Sweet Fish Media (B2B podcasting agency‪)‬ Marketing-Led Growth via The Buyer Centric Revenue Model

    • Business

Dan Sanchez is the Director of Growth at Sweet Fish Media, a B2B podcasting agency. He is the co-host of "B2B Growth" show and the host of "Attention Podcast". 

Dan dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex products/use cases, tech/detailed q’s

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚

Dan Sanchez is the Director of Growth at Sweet Fish Media, a B2B podcasting agency. He is the co-host of "B2B Growth" show and the host of "Attention Podcast". 

Dan dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex products/use cases, tech/detailed q’s

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚

56 min

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