Higgle: The B2B Sales Club

Mike Lander
  • 5.0 (7)
  • Entrepreneurship
  • Updated Weekly

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

  1. 6d ago

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 2

    Are agencies about to be redefined not by what they make, but by how they think? In this second part of my conversation with Simon Billington, Global Executive Creative Director at Team Lewis, we get straight into the shifting foundations of agencies in an AI-driven world. Simon challenges the idea that deep domain expertise is still the ultimate advantage. Instead, he argues that the real differentiator is broad emotional intelligence: the ability to read a room, sense cultural shifts, and connect ideas across disciplines. We explore how AI is changing the constraints that once justified agencies' existence and why the lines between consultancy and agency are blurring faster than ever. Later, we question whether AI will unbundle traditional roles and reshape how work gets done. Simon paints a picture of agencies defined not by outputs, but by their creative processes and emotional fluency. We talk about craft, taste, apprenticeships, data, and the risk of losing junior talent before examining why human connection may become the most valuable currency of all. It's a provocative look at what agencies must become if they want to thrive in the next era. Topics covered during this episode include: How emotional intelligence may be more important than intellectual knowledge going forward. The risks of relying on siloed niche specialists without external perspective. How blurred marketing disciplines demand interoperable thinking across systems. The historical constraints that originally justified the existence of agencies. How AI begins shifting expertise and capacity constraints dramatically. The impact of emerging global AI legislation on regulated industries. Why consultants provide accountability and external validation for bold decisions. The argument that deep domain mastery becomes less essential than connectivity. The distinction between deep knowledge and understanding interconnected systems. Why EQ represents the poetry and currency of the future economy, not IQ. How agencies may be defined by process rather than output. The potential decline of traditional entry-level agency roles. Why apprenticeship-style creative development remains critically important. The balance required between creativity and commercial credibility. Don't miss this expert deep dive into how AI is rewriting the agency rulebook!   Simon Billington on LinkedIn: https://uk.linkedin.com/in/simonbillington

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 2

  2. Jul 20

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 1

    How do you punch above your weight when a technological revolution threatens your entire industry? In this episode, I sit down with Simon Billington, Global Executive Creative Director at Team Lewis, for the first in a trilogy of episodes. Simon takes us back to early 2023, when agencies everywhere rushed to experiment with generative AI, and explains why he chose a radically different path. Instead of feeding public models, his team decided to build something private, secure, and future-facing. We explore this bold decision to invest heavily before outcomes were guaranteed, and why running toward disruption can be smarter than hiding from it. We talk about how data is the new oil, protecting institutional knowledge, and how AI should elevate talent rather than erase it. Simon demonstrates that the agencies that think widest, not deepest, might just shape what comes next. Topics covered during this episode include: How generative AI first appeared as a major agency disruptor in 2023. Why external AI models raise concerns around data and value. How private historical knowledge becomes a protected competitive advantage. Why AI needs to learn and grow, much like a child. How technical infrastructure makes integrated marketing intelligence more possible. Why building Marketing SideKick, Simon's AI-powered platform, was such an ambitious decision. How instinct helps leaders move before certainty fully arrives. How AI should lift creative teams instead of replace them. Why integrated agencies may hold advantages in faster markets. How broad platforms can support quicker, more connected decisions. Listen now for a fascinating look at the choice to build instead of wait!   Simon Billington on LinkedIn: https://uk.linkedin.com/in/simonbillington

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 1

  3. Jul 13

    Why Most AI-Powered RFP Responses Fail with Antoine Drapeau

    How do you stand out in the RFP process when everyone is using the same AI tools? AI is reshaping sales faster than most of us can process. In this conversation with Antoine Drapeau, Senior Account Executive at Verndale, we get into what that really means for RFPs, discovery calls, and credibility. We explore how buyers are increasingly turning to large language models to define their problems before they ever speak to a seller, and why that creates both risk and opportunity. Antoine shares how he uses AI upstream to arrive at calls with a strong point of view, surfacing blind spots buyers didn't even realize they had. We also unpack what's really happening inside modern RFP processes, where AI is often scoring responses behind the scenes. Antoine and I discuss how responding with polished, AI-generated fluff is a fast track to irrelevance, and why only offering "necessary" responses isn't enough to win. We critically challenge the idea of becoming an order taker and instead show how to stand out in a sea of sameness. Topics covered during this episode include: How AI is rapidly reshaping buyer behaviour in sales conversations. Why buyers now arrive with predefined solutions and fewer nuances. How upstream AI research can sharpen credibility before discovery calls. The importance of building custom GPT projects with context files. Why vague AI prompts produce generic and unhelpful insights. How Antoine uses internal AI tools to surface patterns from past client conversations. The power of identifying recurring industry pain points instantly. Why strong sellers treat AI as an assistant, not authority. The danger of blindly trusting AI-generated RFP responses. How buyers increasingly use AI to draft and score RFPs. Why strict RFP response formats are becoming more common. The necessity of answering questions while adding unique perspective. What it takes to differentiate beyond standard compliance answers. Why procurement relationships must begin before the RFP is issued. How multi-threaded relationships greatly increase win probability. Why human judgment is more valuable now than ever before. If RFPs feel harder than ever, this episode will change how you approach them!   Antoine Drapeau on LinkedIn: https://www.linkedin.com/in/antoinedrapeau/

    Why Most AI-Powered RFP Responses Fail with Antoine Drapeau

  4. Jul 6

    The Triple Disruption in Agencies: Economic Uncertainty, Media Abundance, and AI with Tom Salmon

    What happens to agencies when scarcity disappears and AI can do almost everything? In this episode I sit down with Tom Salmon, Co-Founder of Agency by Agency, to unpack what's really happening inside the UK's 25,000-strong agency market. Tom has mapped the entire sector, and the data reveals some surprising shifts. We examine if the challenges that agencies are facing are a temporary downturn or a permanent reset driven by economic uncertainty, media abundance, and AI. As execution becomes easier and more automated, we ask a bigger question: where does true value now live? Tom shares what the fastest-growing agencies have in common, along with why scarcity might be the most important strategic lens of all. We debate whether algorithm-driven creativity will dominate, or if bold, human-led thinking will become even more valuable. Tom reveals why fewer agencies are being formed, how nano-agencies are thriving, and why the traditional "scale by headcount" model may be fading. Topics covered during this episode include: Why the traditional agency build-scale-exit model may be becoming outdated. Why economic cycles feel semi-permanent rather than like temporary fluctuations. How AI permanently altered execution speed and client expectations. The impact of media abundance in creating peak marketing complexity. Why performance marketing's dominance may be losing momentum. How scarcity originally justified the existence of agencies. The importance of human oversight in culturally sensitive campaigns. How trust and brand credibility remain difficult for AI alone. The rise of influencer, retail media, and commerce marketing specialists. Why generic web development agencies face saturated competition. The declining rate of new agency formation since the pandemic. How nano-agencies operate flexibly without scaling headcount. Why experiential and out-of-home channels are growing in strategic relevance. Why becoming indispensable transforms client retention and growth. Don't miss this data-driven deep dive into where agency value is truly heading!   Tom Salmon on LinkedIn: https://www.linkedin.com/in/tomsalmonleeds/

    The Triple Disruption in Agencies: Economic Uncertainty, Media Abundance, and AI with Tom Salmon

  5. Jun 29

    How to Design Powerful B2B Surveys That Influence C-Suite Decisions with Becky Lawlor

    Could a survey based on original research be your missing piece in winning high-value B2B deals? This week, I sit down with Becky Lawlor, Founder of Redpoint Insights, to unpack the real power behind survey-based thought leadership. We go far beyond "just sending out a survey" and get into what actually makes original research influential in B2B buying decisions. Becky shares compelling data showing how research shapes high-value deals, especially at the C-suite level, and we explore why authority, trust, and emotional decision-making matter more than most teams realize. We then take a look at the mechanics of doing surveys right. Becky explains how to build a strong hypothesis, design surveys that produce headlines instead of boring statistics, and avoid the common traps that lead to unusable data. She takes us through choosing between email lists and panel providers, handling incentives without attracting fraud, and creative ways to make research affordable. Topics covered during this episode include: The definition of survey-based thought leadership and its strategic purpose. Why original research creates authority and differentiates brands. The emotional role that trust plays in complex B2B buying decisions. The statistical evidence that proves research influences vendor selection. The importance of starting your survey with a clear hypothesis. Why defining goals like PR or lead generation effectively shapes strategy. The danger of collecting data without a narrative thread. How poor survey design can lead to content that serves no purpose. The balance between statistical accuracy and headline-worthy questions. The challenges of using email lists for survey distribution. Why incentives for surveys dramatically improve response rates. The risks of fraud when promoting surveys publicly. The benefits of using vetted B2B panel providers. The value of maturity models and benchmarking frameworks. Realistic budget ranges, all the way from DIY to consultancy-led research. The surprising trust factor behind publishing research under your own brand. Practical first steps you can start today for launching your own research initiative. Listen now and start building research that actually drives decisions.   Becky Lawlor on LinkedIn: https://www.linkedin.com/in/beckylawlor

    How to Design Powerful B2B Surveys That Influence C-Suite Decisions with Becky Lawlor

  6. Jun 22

    The Hidden Advantage of Tactfully Handling Difficult People with Alex Sobol, Part 2

    Are outdated discovery tactics and fear of rejection quietly killing your enterprise deals? Alex Sobol, co-founder of The Millennium Alliance, is here for part 2 to unpack what's really happening in B2B C-suite sales right now. We dig into why so many companies are hiring the wrong types of salespeople (even when their resumes look perfect) and what actually separates average performers from elite sellers. Alex challenges the obsession with polished credentials and explains why traits like tenacity, emotional resilience, and comfort in discomfort matter far more than pedigree. We also explore why traditional discovery tactics often fall flat with executives and how sellers unintentionally sabotage their own credibility. The conversation then shifts to what's changed in enterprise selling over the past five years, and what hasn't. We talk about why over-relying on email cadences and marketing automation is a losing strategy, why speed matters more than ever when executives frequently change roles, and how fear of being "too salesy" holds people back. Alex shares sharp insights on negotiation mistakes, especially the dangerous habit of discounting too quickly just to secure a win. Topics covered during this episode include: The shift that Alex has seen in B2B selling over the last five years. How and why companies consistently hire the wrong salespeople. Why prestigious backgrounds don't guarantee selling success. The traits that separate elite sellers from average performers. How rigorous interview processes can stress test candidate resilience. Why likability and emotional toughness matter more than polish. The illusion that every tech seller uses a "unique" approach. How executive turnover shortens real selling windows dramatically. Why over-delicate follow-ups waste critical buying momentum. How excessive generic questions quickly erode executive credibility. Why traditional SPIN selling tactics feel outdated and make Alex cringe. The importance of face-to-face engagement over digital noise. How marketing automation cannot replace real relationship building. How premature discounting weakens long-term client relationships. Why sellers must focus on outcomes, not personal comfort. If growth feels harder than it should, this episode might change your perspective!   Alex Sobol on LinkedIn: https://www.linkedin.com/in/alexsobol

    The Hidden Advantage of Tactfully Handling Difficult People with Alex Sobol, Part 2

  7. Jun 15

    The Hidden Advantage of Tactfully Handling Difficult People with Alex Sobol, Part 1

    What if the real secret to sales success is in how you handle difficult people? In this episode, I sit down with Alex Sobol, Co-Founder of The Millennium Alliance, to look closely at the real traits that drive success in sales. Alex shares how he went from selling sponsorships straight out of college to building a global C-suite community that's now on track for $100 million in revenue. He believes that sales success has less to do with flashy tactics and more to do with work ethic, resilience, and the ability to handle difficult people without losing momentum. He explains why culture, accountability, and character start in the interview process, plus why he personally speaks to every potential hire. Alex later opens up about navigating uncertainty during COVID, the mindset behind scaling from 4 employees to 250, and the importance of staying relentlessly focused on the goal in front of you. We explore why founder-led selling doesn't automatically mean product-market fit, how to stress-test yourself for a career in sales, and what it really means to reverse-engineer success. Topics covered during this episode include: Why C-suite access is harder to earn than most sellers realize. How the high-impact model of The Millennium Alliance creates valuable conversations. Why private meetings change the way sponsors measure event success. Why sponsorship sales taught lessons to Alex that later shaped his business. How Alex and his other Co-Founder recognized an opportunity others seem to miss. How culture becomes more than a slogan during rapid growth. Why founder-led selling does not always prove a business can scale. How interview questions reveal traits a resume can easily hide. How difficult people can become a lesson instead of an obstacle. Why self-awareness may be the missing ingredient in many sales careers. How other, ordinary jobs can reveal whether someone is built for sales. How trained leaders become the real turning point in company growth. Why the first million is so dependent on blocking out noise and staying focused. Listen now to rethink how you handle pressure, rejection, and difficult people! Alex Sobol on LinkedIn: https://www.linkedin.com/in/alexsobol

    The Hidden Advantage of Tactfully Handling Difficult People with Alex Sobol, Part 1

  8. Jun 8

    The AI-Driven Rise of Performance-Based Partnerships with Micki Meyer

    What happens when clients demand fewer people, lower fees, and measurable growth at the same time? In this episode, we're joined by Micki Meyer (Executive Director, Global Client Engagement - Health with Interpublic Group) to unpack the shifting economics of the agency world, including why traditional models are under serious pressure. We walk through the classic retainer, time-and-materials, and fixed-fee structures, leading us to discuss why AI is exposing their weaknesses faster than many expected. Micki shares what she's seeing inside large agency networks, challenging long-held assumptions about value, risk, and partnership. We dig into what AI actually unlocks beyond speed and savings, and why craft and distinct thinking matter more than ever. Micki explores what agencies must do to avoid becoming commoditized, and how compensation models may evolve into subscription floors with strategic premiums layered on top. We also discuss the collapse of bloated team structures, the future of junior talent, and how agencies must rethink hiring for curiosity and adaptability. Topics covered during this episode include: Why clients increasingly reject retainers without clear alignment on outcome. The structural weaknesses of time-and-materials pricing under AI acceleration. How fixed-fee deliverables create tension around procurement-driven cost pressure. The growing demand for performance-based compensation and shared risk structures. Why aligning on measurable success metrics is often harder than expected. How AI enables faster concept visualization for non-marketing stakeholders. The implications of AI commoditizing execution and production work. Why agencies must separate client-facing strategy from AI-powered production systems. The shift toward smaller, multifunctional pods instead of large account teams. What clients really mean when they ask for fewer people plus AI. Why safety, governance, and regulatory understanding are critical evaluation criteria. How subscription-based infrastructure models may replace hourly billing foundations. Why senior strategic thinking will command a rising premium. The impact of AI on junior talent pipelines and rotational learning models. How agencies must recruit for curiosity, adaptability, and AI fluency. If you want to understand where agency economics are heading next, this is an episode you can't afford to miss!   Micki Meyer on LinkedIn: https://www.linkedin.com/in/michelle-micki-meyer/

    The AI-Driven Rise of Performance-Based Partnerships with Micki Meyer
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About

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

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