Market Mastery

The Bridge Group
  • 5.0 (4)
  • MARKETING
  • UPDATED BIWEEKLY

What else can I be doing to drive revenue? How do I optimize our go-to-market strategies to ensure effectiveness and ROI? If questions like these keep you up at night and occupy your thoughts by day, have we got a podcast for you. Welcome to Market Mastery presented by The Bridge Group, the podcast where sales professionals learn to advance their careers. Join host and revenue expert Kyle Smith as he talks to elite B2B sales and revenue experts about the strategies they're using to win in the market. From cultivating a killer company culture to navigating compensation questions, we'll provide you with the insights, education, and strategies you need to thrive. For more from The Bridge Group, visit www.bridgegroupinc.com.

  1. 02/25/2025

    Rethinking B2B Content Strategies for Lasting Impact with Melissa Rosenthal

    Hiring the right talent is one of the biggest challenges for any startup, but what if teachability matters more than a resume? In this episode, Melissa Rosenthal, Co-Founder of Outlever, shares her insights on building a team that thrives on adaptability, creativity, and fast-paced problem-solving. She explains how her unique career path—spanning BuzzFeed, Cheddar, and ClickUp—helped her identify gaps in how B2B companies own their narratives and build credibility.  Melissa also discusses the art of creating trade publications for customers, scaling editorial teams, and why outbound motions can become inbound growth machines. In this episode, you’ll learn: Why teachability often outweighs experienceHow to create a unique hiring strategy for hybrid rolesThe value of owning your narrative in competitive industriesJump into the conversation: (00:00) Why teachability matters more than resumes with Melissa Rosenthal (01:14) The decline of media companies and challenges in B2B SaaS (03:49) Founding Outlever: Bridging media and B2B content gaps (06:06) Lessons from building and scaling a startup team (09:30) Hiring for unique roles: The journalist-sales hybrid (13:07) Creating trade publications to own customer narratives (18:01) Leveraging exclusivity in competitive and niche industries (21:02) Balancing top-of-funnel awareness with bottom-of-funnel impact (27:47) Strategic growth: Bootstrapping, funding, and scaling thoughtfully

    34 min

  2. 02/11/2025

    Supporting GTM through Content and Customer Stories with Rebecca Shaddix

    Marketing teams are under pressure to prove ROI—but are they measuring the right things? In this episode, Rebecca Shaddix, Head of Product, Customer, and Lifecycle Marketing at Garner Health, breaks down how her team aligns messaging with sales, refines content based on real-world feedback, and balances brand and performance marketing. Rebecca shares how AI is changing sales outreach, why B2B direct mail is still underutilized, and the strategic role of analysts in marketing decisions. She also discusses the ongoing debate between over-measuring everything and trusting brand impact—even when it’s harder to quantify. In this episode, you’ll learn: Why teams are over-indexing on dashboards instead of strategyHow AI-powered sales tools are changing BDR workflowsThe role of brand marketing in driving long-term sales successJump into the conversation: (00:00)Why some teams are over-measuring marketing with Rebecca Shaddix (04:01) How Garner Health structures marketing and business development (08:33) Building effective messaging packets instead of playbooks (12:57) How sales reps are trained and certified in messaging (17:35) The impact of a high-touch, in-person sales strategy (21:13) Are AI-powered SDRs the future of sales development? (25:22) The case for direct mail in B2B marketing (30:18) How brand marketing is gaining traction despite being harder to measure (34:44) Why over-reliance on performance marketing can backfire (38:41) The role of influencers in B2B marketing (42:39) How to evaluate if a company truly values marketing (46:56) The challenge of scaling marketing in a high-growth startup (48:40) What’s changing in Garner Health’s marketing strategy for 2025

    51 min

  3. 02/06/2025 · BONUS

    Breaking Down 2025 Sales Development Metrics and Compensation

    Sales development is changing fast—bigger deals, fewer promotions, and shifting compensation models. So what does the data really say? In this episode, Matt Bertuzzi, Head of Research at The Bridge Group, breaks down the 2025 Sales Development Metrics and Compensation Report. He shares what’s driving record-high pipeline per SDR, why fewer reps are moving up to AE roles, and how compensation plans are creating frustration in the field. Matt also discusses the return-to-office trend, the resurgence of cold calling, and why sales teams are loosening qualification criteria just to get meetings on the books. In this episode, you’ll learn: Why SDRs are generating more pipeline but seeing fewer promotionsHow changing comp plans are impacting rep behaviorWhat’s behind the shift to outbound-only sales development teamsJump into the conversation: (00:00) What counts as a compensation trigger for SDRs with Matt Bertuzzi (00:27) Breaking down the 2025 Sales Development Report (03:12) Why more SDRs are working on enterprise deals (06:18) The shift to outbound-only SDR teams (09:12) Why more companies are bringing SDRs back to the office (12:26) Fewer SDRs are getting promoted—here’s why (18:13) How AI and email noise are making cold calls more valuable (21:42) The gap between SDR comp plans and actual work (27:16) What’s driving the record-high pipeline per SDR (30:47) Final takeaways on sales development trends in 2025

    35 min

  4. 01/28/2025

    Optimizing Sales Enablement for Rapid Growth with Alex Yeaton

    Effective sales enablement starts with understanding the needs of your team—and continuously adapting to meet them. In this episode, Alex Yeaton, Senior Manager of Global Go-To-Market Field Effectiveness at Klaviyo, shares her journey of supporting a rapidly growing sales team from 7 to over 250 reps. You’ll also hear about the challenges of scaling enablement programs, the importance of coaching leaders, and why iteration is the key to long-term success. From building trust through product training to helping sales managers become better coaches, she offers practical advice for enabling teams to succeed in a constantly evolving market. In this episode, you’ll learn: Why continuous iteration is critical for enablement programsHow to coach leaders to be extensions of your enablement teamWhy market insights and customer voices drive better sales outcomesJump into the conversation: (00:00) Nailing down enablement programs (01:09) Transition from AE to enablement (03:41) Scaling an enablement team (07:32) The importance of product training (09:39) Onboarding BDRs: When to start calls (12:47) Lessons from building a global sales team (16:11) The evolving role of enablement (23:42) Keeping enablement programs relevant

    34 min

  5. 01/14/2025

    Breaking the Stigma Around Sales with Nora Giannetti

    Sales isn’t just a job. For college students like Nora Giannetti, it’s also a path to discovering leadership and building a rewarding career. In this episode, Kyle Smith sits down with Nora, a junior at UMass Amherst, co-president of the UMass Sales Club, and go-to-market analyst at The Bridge Group. Nora shares how the sales club reshaped her view of sales, sparked her passion through competitions, and what she seeks in a full-time sales role. She also reflects on running her own business, the allure of medical sales, and why sales blends competition, growth, and financial opportunity. In this episode, you’ll learn: How college sales competitions can spark a lifelong passionWhy understanding company culture and growth opportunities is key for career planningHow to break down the stigma surrounding the sales professionJump into the conversation: (00:00) Building a career in sales with Nora Giannetti (01:09) How joining the sales club changed Nora’s career path (02:36) The competitive spirit that drives success in sales (06:09) Discovering the potential impact of medical sales (08:29) Why financial opportunity matters in a sales career (11:14) Lessons from running a gluten-free baking business (14:07) Evaluating company culture and career growth opportunities (16:03) The appeal of remote and hybrid work models (17:10) Researching upward mobility through LinkedIn (18:38) Comparing small company autonomy with big company structure (20:45) How sales club sponsorships support student success

    23 min

  6. 12/17/2024

    Creating Revenue-Driven Marketing Playbooks with Matt Heinz

    Building a predictable pipeline is every B2B marketer’s goal, but achieving it takes more than random acts of marketing. In this episode, Matt Heinz, Founder and CEO of Heinz Marketing, shares his expertise on creating revenue-driven playbooks that align sales, marketing, and customer success teams. You’ll learn why balancing brand and demand is key to sustainable growth, how customer-led strategies can unlock untapped potential, and why alignment across the entire revenue team is a game-changer.   Matt also explores the evolving role of AI as a tool to enhance relationships and streamline processes. In this episode, you’ll learn: Why balancing brand and demand is critical for 2025 successHow customer-led growth drives long-term valueHow AI can support—but never replace—human relationshipsJump into the conversation: (00:00) The fundamentals of B2B success with Matt Heinz (01:11) Shifts in the tech market and preparing for 2025 (03:51) Building predictable pipelines with strategy and playbooks (06:01) Why fundamentals are essential for sales success (10:23) Balancing brand and demand in go-to-market strategies (14:03) How in-person events create meaningful engagement (17:59) The evolving role of AI in marketing and sales (21:31) Importance of customer-led growth strategies (27:15) Breaking down barriers across sales, marketing, and CS (33:13) Leveraging relationships for long-term growth (41:14) Final insights on thriving in 2025

    42 min

  7. 11/26/2024

    Building a Smarter Content Strategy with Podcasts with Rachel Downey

    Trust is the foundation of successful sales, and podcasts provide a powerful way to build that trust authentically. In this episode, Rachel Downey, Founder and CEO of Share Your Genius, discusses how B2B brands can use podcasts as the cornerstone of their content strategy. Discover how storytelling helps people feel connected and showcases what your brand truly stands for. But it’s not just about the show itself—Rachel explains how video clips and other social media assets from the show are just as important. Through thoughtful distribution, your content can grow engagement and foster client relationships that lead to business growth.  In this episode, you’ll learn:Why podcasts should be a part of your content strategyHow to build trust through authentic and relatable contentHow to increase engagement through a distribution-first mindset Jump into the conversation:(00:00) Building trust through podcasts with Rachel Downey (01:51) The beginning of Share Your Genius(07:52) Use podcasts to fuel your content strategy (14:54) Choosing a thought leader as the show host (16:52) Different ways to monetize a podcast (21:31) Deliver content through the right channels(24:13) Share Your Genius’ growth strategy (28:25) Increasing sales capacity without burnout

    33 min

  8. 11/12/2024

    Is Consumption-Based Pricing the Future of Software?

    With Salesforce now using a consumption-based pricing model for their new service, other companies might follow suit. Matt Bertuzzi, The Bridge Group’s Director of Research and Operations, explains how this shift could impact sales strategies, team roles, and customer engagement. Matt goes in-depth on the pros and cons of a consumption-based pricing model and brainstorms new ways to keep sales teams motivated. Curious about the future of B2B pricing? This episode will help you understand how consumption-based pricing could change how SaaS software is sold. In this episode, you’ll learn:How consumption-based pricing could reshape go-to-market strategiesChallenges of fairly compensating sales teams under new pricing modelsImpact on customer relationships and revenue stability Jump into the conversation:(00:00) Consumption-based pricing with Matt Bertuzzi(02:05) How consumption pricing impacts sales strategy(10:29) Adjusting quotas and compensation for sales teams(16:32) Customer relationships and retention(18:37) The future of sales compensation models

    25 min
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About

What else can I be doing to drive revenue? How do I optimize our go-to-market strategies to ensure effectiveness and ROI? If questions like these keep you up at night and occupy your thoughts by day, have we got a podcast for you. Welcome to Market Mastery presented by The Bridge Group, the podcast where sales professionals learn to advance their careers. Join host and revenue expert Kyle Smith as he talks to elite B2B sales and revenue experts about the strategies they're using to win in the market. From cultivating a killer company culture to navigating compensation questions, we'll provide you with the insights, education, and strategies you need to thrive. For more from The Bridge Group, visit www.bridgegroupinc.com.

Information

  • Creator
    The Bridge Group
  • Years Active
    2024 - 2025
  • Episodes
    20
  • Rating
    Clean
  • Copyright
    © 2025 The Bridge Group
  • Show Website
    Market Mastery