Some Goodness

Richard Ellis
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Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.

  1. Episode 46: When AI Meets Real Life Sales:

    4D AGO

    Episode 46: When AI Meets Real Life Sales:

    Host Richard Ellis discusses with David Howerton, CEO and founder of VendoIQ, how AI is rapidly flooding sales organizations under board and executive pressure, often driving hurried, uncoordinated adoption that doesn’t ladder up to strategy. They argue AI amplifies existing problems (broken processes, unclear ICPs, weak handoffs, and poor CRM data) rather than fixing them, leading to noise and pipeline issues. The conversation focuses on real field sales work and why productivity breaks down due to context switching and delayed documentation, causing “memory decay” and unreliable forecasting. They highlight opportunities for AI to reduce non-selling tasks by capturing in-person insights quickly and triggering workflows, especially through voice interfaces that meet sellers where they are, turning AI into an assistant that not only records notes but also schedules meetings, drafts emails, and supports faster, more accurate execution.   Chapters 00:00 AI Hype Meets Reality 01:46 Boardroom Pressure to Adopt 04:20 AI Needs Strategy and Governance 06:13 Fix Processes and Data First 10:23 In-Person Selling Advantage 13:33 Context Switching Kills CRM 17:33 Voice Interface for Field Notes 23:50 From Notes to Automated Actions 26:03 Leadership Advice to Lean In 28:08 Personal Goodness and Wrap-Up   Key Words AI strategy, revenue strategy, sales strategy, go to market strategy, go to market teams, revenue engine, AI adoption, AI governance, AI alignment, business outcomes, workflows, business processes, CRM data, stale CRM data, data quality, source of truth, field sales, field productivity, seller productivity, field marketing, in person selling, human interaction, trust, authenticity, relationship building, context switching, memory decay, meeting notes, conversational intelligence, voice interface, voice input, sales workflows, administrative burden, non selling activities, sales efficiency, sales effectiveness, forecasting, resource allocation, action loops, proactive workflows, AI assistant, digital interactions, customer insights, trade shows, account development, upselling, cross selling, ICP, pipeline, sales leadership, revenue leadership, go to market execution, seller workflows, CRM adoption, real time capture, human and AI interaction   Sound Bites “Your organization is already doing stuff with AI in different departments, and that’s all well and good, but it’s not concentrated and it’s very likely not rolling up to a strategy.”  “We all know that CRM data is stale. It’s outdated. We’re now in an era where both in the virtual meeting world and in real life, we can fix that.”  “Human interaction becomes scarcity. So when you do have an in person interaction, the value is disproportionate.”

    30 min
  2. Episode 45: MarTech in the Age of AI

    FEB 25

    Episode 45: MarTech in the Age of AI

    Most B2B marketing teams are sitting on a bloated tech stack they can't justify. Tools bought to fix strategy problems. Duplicate capabilities nobody audited. AI features bolted onto legacy products that were already underperforming. Jessica Fewless has seen it from the inside. As an early architect of account-based marketing and now as a partner at Inverter, she's helped operators untangle exactly this mess. In this conversation with host Richard Ellis, she gets specific about what separates teams that get ROI from their MarTech from teams that just keep buying. How to evaluate tools when AI is making everything obsolete in 18 months. Why intent signals fail when you treat them like a list. What "AI-readable content" actually means before your competitors figure it out. And why the smartest move right now might be short contracts and point solutions you can swap out. Chapters 00:00 MarTech Meets AI 02:13 Auditing Bloated Stacks 04:51 Use Cases And Workflows 06:53 Platforms Versus Point Tools 10:00 Core Stack Must Haves 12:25 AI Budget Pressure Reality 16:17 Avoid Long Term Bets 18:16 Measure ROI And Governance 19:42 Intent Signals In Context 22:12 SEO In The AI Era 25:09 Cut Waste Do More 25:53 Some Goodness And Wrap   Keywords MarTech, marketing technology, marketing tech stack, tech stack audit, vendor sprawl, tool duplication, shiny new tools, strategy gaps, plugging holes with tech, lead quality, demand generation, use case, workflows, process design, governance, rules of the road, integrations, architecture, ROI, CFO scrutiny, budget pressure, boards, headcount reduction, scaling the wrong thinking, AI in MarTech, AI layering, AI native tools, legacy platforms, point solutions, best in class, comprehensive platforms, control, customization, Zapier, stitching tools together, CRM, Salesforce, data management, data quality, email marketing, database, webinar tools, website personalization, account based marketing, ABM, retention risk, positioning, messaging, stickiness, contracts, short term agreements, renewal evaluation, customer success manager, discrete metrics, intent signals, funnel stage, AI research tools, intent in context, website activity, buyer signals, static nurture, signal based nurture, always on strategy, personalization, orchestration, findability, SEO, GEO, AEO, AI indexing, Reddit influence, PR, authority building, top 10 lists, scannable landing pages, tech stack waste, consolidation, creativity, work life boundary Soundbites   "...beyond having a way to email your database and having your database, those are the two fundamentals. I kind of feel like everything's up for grabs after that.” "...go into it knowing that that technology might not be relevant three years from now and be okay with that. So don't sign a five-year contract, not that anybody, anybody signs five-year contracts. I wouldn't sign more than a one or two-year contract.” “There should never be a static nurture. There should only be a reaction to signals moving forward.”  “The average tech stack inside of a company is mind boggling.” “People were plugging holes in their strategy with technology.” “CFOs and boards and CEOs are saying, AI allows you to do more, so go do more with AI, and I’m going to shrink your tech budget as a result.” “Intent signals need to be combined with the rest of the data so you understand it in context.”

    28 min
  3. Episode 44: Trade Shows as a Sales Channel, Not an Event

    FEB 12

    Episode 44: Trade Shows as a Sales Channel, Not an Event

    In this episode, Richard Ellis hosts David Howerton, CEO and founder of VendoIQ, to discuss the effectiveness of trade shows in the B2B sector. Despite high ROI, many companies lose substantial value due to poor planning, weak data capture, and ineffective follow-up. David emphasizes viewing trade shows as part of a holistic program rather than isolated events, focusing on pre-show planning, in-event processes, and post-show follow-up to maximize ROI. Key insights include the importance of in-person interactions, the necessity of capturing meaningful data, and coordination among marketing, sales, and field teams. The episode underscores the need for strategic preparation and execution to leverage trade shows for business growth.   Chapters 00:00 Introduction to Trade Shows and Their ROI 00:52 Guest Introduction: David Howerton 01:32 The Importance of Trade Shows in Lead Generation 05:24 Maximizing Trade Show Success: Pre-Show Planning 13:19 Effective Strategies During the Trade Show 21:13 Post-Show Follow-Up: Ensuring ROI 25:25 Conclusion and Final Thoughts    Keywords trade shows, field selling, sales execution, lead capture, follow up, pipeline velocity, buying authority, in person selling, human connection, competitive intelligence, account planning, pre show planning, post show process, CRM breakdowns, memory decay, voice to text capture, natural language interface, sales handoff, rev ops, field marketing, ICP targeting, meeting booking, sales channel strategy, program management, sales workflow, deal acceleration   Soundbites “Trade shows are not the problem. The gap between the conversation and what happens next is.” “People show up to events without knowing why they’re there.” “If you can’t articulate who you’re talking to and why, the show is already a loss.” “Human connections are becoming more scarce, which makes in-person moments more valuable.” “You’re not just talking to prospects. You’re sitting inside an ecosystem.” “Memory decay is real. Conversations blur together faster than people expect.” “Capturing names without context is where value disappears.” “Most breakdowns happen at the handoff.” “If follow-up is slow or generic, a competitor will beat you to it.” “Treat trade shows like a sales channel, not a calendar event.”

    28 min
  4. Episode 43: How to Be a Podcast Guest Executives Want to Hear

    JAN 28

    Episode 43: How to Be a Podcast Guest Executives Want to Hear

    This episode delves into the art of being a great podcast guest, particularly for senior executives who increasingly turn to podcasts as a platform to build authority and reach new audiences. Host Richard Ellis is joined by award-winning journalist Chris Warren. They explore key attributes that make guests memorable, such as being great conversationalists, connecting small details to bigger themes, and steering clear of self-serving marketing speak. Chris Warren shares practical advice on how to prepare for podcasts, the importance of transparency and storytelling, and how these skills can translate into better leadership and communication in various business settings. The conversation also touches on the co-creation of narratives and engaging with audiences authentically. The episode concludes with a personal touch as Chris shares some recent 'goodness' in his life, namely his enjoyment of a book on Captain Cook.   Chapters 00:00 The Rise of Podcasting Among Executives 00:39 Introduction to Today's Topic: Being a Great Podcast Guest 01:35 The Art of Being a Great Conversationalist 05:23 Avoiding Common Pitfalls as a Podcast Guest 09:04 The Importance of Authenticity and Humility 15:52 Relating Podcast Skills to Business Leadership 19:47 Co-Creating Narratives in Business Meetings 22:38 Conclusion and Personal Reflections   Keywords podcasts, podcast guesting, executive visibility, leadership communication, conversational skills, storytelling, audience service, relevance, authenticity, preparation, listening, humility, credibility, transparency, answering questions, context, examples, narrative, co creation, audience focus, producer perspective, media literacy, executive presence, communication skills, trust, engagement   Soundbites   “Great podcast guests are great conversationalists. That’s something our culture has almost forgotten.” “You answer the question, then you layer context, examples, and meaning. The best guests connect the small to the big.” “If you come in with five things you have to say, the conversation is already limited.” “When someone reads their answers, you’re done before you start.” “People tune into a podcast for their reasons, not yours.” “Your job as a guest is to serve the audience.” “If your driving impulse is ‘I have to sound smart,’ you’re setting yourself up for failure.” “When you drift, stop yourself. Bring it back. That shows humility and respect for the listener’s time.” “Always answer the question. People ask for a reason.” “How you communicate shapes how people engage with you. It’s foundational.”

    24 min

  5. JAN 14

    Episode 42: Did ABM Fail?

    In this episode of 'Some Goodness,' we explore the evolution of account-based marketing (ABM) with Jessica Fewless, VP of Marketing at Inverta and an original architect of modern ABM. The discussion delves into the challenges and missteps in ABM implementation over the last decade, highlighting how marketing discipline, not ABM itself, needs improvement. Jessica provides insights into the need for alignment between sales and marketing, the importance of understanding and targeting the Ideal Customer Profile (ICP), and how AI and technology can enhance ABM strategies. She emphasizes the importance of getting back to marketing fundamentals and the need for rigorous data management. The episode closes with practical tips on creating relevant messaging and maintaining work-life balance.   Chapters 00:00 Introduction to B2B Marketing Challenges 00:43 Guest Introduction: Jessica Fless 01:17 The Evolution of Account-Based Marketing (ABM) 05:47 Challenges and Missteps in ABM Implementation 08:36 The Role of Buying Committees in ABM 12:22 Future of ABM and Demand Generation 14:20 Fundamentals and Best Practices in Marketing 22:18 The Importance of Data Hygiene and AI 24:09 Final Thoughts and Personal Insights   Keywords Account based marketing, ABM, one to one ABM, one to many ABM, marketing discipline, demand generation, sales and marketing alignment, ICP, ideal customer profile, target accounts, buying groups, buying committees, intent data, MQLs, MQAs, pipeline efficiency, revenue efficiency, personalization at scale, relevance, focus, go to market strategy, batch and blast, volume based marketing, signal based marketing, consensus messaging, account focus, TAM versus ICP, sustainable revenue, data hygiene, CRM data, AI in marketing, marketing fundamentals, technology versus strategy, noise in the market, buyer journey, digital buying behavior, sales marketing partnership   Soundbites “Marketers were feeling like they were on this hamster wheel. Doing more and more, sending more emails, producing more content, and sales was disqualifying more and more of it.” “One-to-many ABM served its purpose. It broke bad habits like batch and blast and reliance on volume.” “Sales always knew there was a buying committee. Marketing just never operationalized it.” “It should never be a handoff between marketing and sales. It has to be a partnership.” “Buying groups require consensus messaging, not just persona level personalization.” “If you just buy the technology and think you’re doing ABM, you’re skipping the work.” “You are doing your board a disservice by continuing to play into the TAM narrative.” “You can’t build a sustainable revenue engine by focusing on your total addressable market. You have to focus on your ICP.” “AI will not tell you your data is wrong. It will confidently give you answers based on bad data.”

    29 min
  6. Episode 41: 2025 in Review

    12/31/2025

    Episode 41: 2025 in Review

    This year-end review episode of 'Some Goodness' delves into the significant business themes of 2025, including the dominance of AI, the importance of clear workflows, and the crucial role of consistent messaging. The episode compiles insights from various conversations with business leaders, including Ben Scoones, Chris Blocker, Chris Strammiello, Stacy Leidwinger, Jim Karrh, Steve Graves, and Larry Sweeney. They highlight that tools and technology alone cannot resolve fundamental issues like weak leadership and poor execution. The discussion explores the balance between human touch and automation, the pitfalls of vanity metrics, and the fundamental role of strong leadership and moral integrity in navigating fast-changing business landscapes.   Chapters 00:00 AI's Impact on Business in 2025 00:35 Year-End Review: Lessons from 2025 01:00 The Pitfalls of Relying on Tools 03:07 The Importance of Consistent Messaging 04:23 Navigating AI and Leadership Challenges 08:07 The Fundamentals of Effective Leadership 08:26 The Dangers of Vanity Metrics 09:57 The Power of Storytelling in Business 12:48 Execution and Moral Leadership 16:31 The Role of Trust in Leadership 17:53 Final Reflections on Leadership in 2025   Keywords AI, leadership, judgment, execution, clarity, workflows, decision making, messaging consistency, brand trust, automation limits, fundamentals, prioritization, discernment, sales productivity, win rate, vanity metrics, cost of sale, storytelling, human element, culture, accountability, mentorship, trust, integrity, management, go to market, organizational behavior   Soundbites “Understanding your own workflow should be a basic requirement for doing anything within a business, especially when you’re looking to integrate AI technology.” Ben Scoones “If you can’t tell a person what to do and expect them to be successful, why would you expect AI to do a good job?” Ben Scoones “It doesn’t matter having the perfect words. It matters being consistent.” Stacy Leidwinger “When an organization all uses the same words, that’s when you get power of brand and power of message.” Stacy Leidwinger “Stories are compelling because something disrupts the status quo and forces a decision.” Jim Karrh “Most customer success stories are technically correct, but what’s missing is emotion.” Jim Karrh “When we win, we have to be careful not to get addicted to outcomes.” Steve Graves “Nothing else is more important than the relationship you have with your manager. Money and managers keep people in their jobs.” Larry Sweeney “Leaders have to show up not just as competent people, but as the kind of people others want to follow.” Chris Blocker

    19 min
  7. Episode 40: Content is Not Storytelling

    12/17/2025

    Episode 40: Content is Not Storytelling

    In this episode of Some Goodness, host Richard Ellis engages with Chris Warren, an award-winning journalist and consulting principal, to explore the art and significance of storytelling in the business world. They discuss the challenges executives face with ineffective presentations and the importance of narrative discipline amidst overwhelming content. Chris emphasizes the need for engaging, human-centered stories rather than sterile, data-heavy content. He shares insights from his extensive career in journalism and screenwriting, offering practical advice on avoiding common mistakes and enhancing business communication through compelling storytelling techniques. Chris also highlights the value of authenticity, emotional connection, and understanding the stakes involved in storytelling.  Chapters   00:00 The Crisis of Ineffective Business Communication 00:55 Introducing the Power of Storytelling 02:01 The Relevance of Storytelling in Modern Business 03:40 Common Mistakes in Business Storytelling 08:14 Crafting a Compelling Business Narrative 13:20 Insights from Journalism and Screenwriting 20:22 The Human Element in Storytelling 23:36 Conclusion and Personal Reflections         Keywords storytelling, business storytelling, content versus story, audience relevance, customer perspective, human connection, authenticity, stakes, tension and resolution, shared reality, protagonist, executive communication, leadership communication, technical expertise, relevance, curiosity, listening, asking questions, humility, credibility, trust, culture, storytelling culture, sales storytelling, customer outcomes, human outcomes, features versus value, connection, narrative, brand story, differentiation, emotional resonance     Soundbites “We are overwhelmed with content, but content is not storytelling. Storytelling is what people remember and repeat.” “Deep knowledge about a topic is not a story. In fact, it is often an impediment to good storytelling.” “The biggest mistake leaders make is assuming their internal world is relevant outside their four walls.” “If you are enraptured with your own world, you are not thinking about your audience.” “Your technical expertise has a place, but not as the lead-in.” “Good stories have shared reality, tension, and resolution. A tsunami of facts is not a story.” “There are stakes in every industry. If you do not name them, you are missing the story.” “You are not the star of the story. Your audience is the protagonist.” “People will remember the human outcome long after they forget the feature list.” “When you stop acting like a walking brochure, you open entirely new pathways to connection.”

    27 min
  8. Episode 39: The "How To" for an Engaging SKO

    12/05/2025

    Episode 39: The "How To" for an Engaging SKO

    In this episode, Richard Ellis delves into the essentials of planning an engaging and effective Sales Kickoff Event (SKO). Despite many companies struggling to create high-impact SKOs, we share practical tips and best practices designed to capture attention and boost retention. The discussion covers the five critical Ps of SKO planning: Purpose, Place, Practicality, Pulse, and Post-SKO, alongside principles of adult learning to ensure sessions are relevant and interactive. From the actionable content to the need for post-event follow-up, this episode is an invaluable guide for C-level leaders aiming to maximize the impact of their SKOs. Download a free SKO how-to worksheet here. Chapters 00:00 Introduction and Survey Insights 00:37 Planning an Engaging SKO: Overview 01:14 The Five Ps Framework 13:07 Adult Learning Principles for SKO 27:27 Interactive and Engaging Sessions 33:27 Designing Your SKO Agenda 36:58 Conclusion and Resources   Keywords SKO, sales kickoff, revenue kickoff, five Ps, purpose, place, practicality, pulse, post SKO, adult learning, relevance, experience sharing, problem solving, retention, macro retention, micro retention, gamification, learning objectives, serial position effect, primacy, recency, interactive sessions, engagement, workshops, breakouts, panel discussions, product roadmap, sales strategy, prospecting, cross selling, upselling, executive decision makers, enablement, coaching, account planning, deal strategy, partner strategy, customer panels, seller panels, agenda design, energy management, session types, application oriented learning, practical takeaways   Soundbites Adults keep attention when content is relevant to their role. If everything is a priority, nothing is a priority. Most SKOs fail because they push information, not action. People remember the first thing and the last thing and forget the middle. If your audience can’t tell what to do differently, the session failed. Relevance drives attention; irrelevance drives people to the coffee shop. A kickoff without a clear objective becomes noise, not direction. Panels work when questions are curated, not when the mic roams the room. Retention increases when people apply ideas, not when they watch slides. Post SKO discipline determines whether the event mattered at all.

    37 min
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About

Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.

Information

  • Creator
    Richard Ellis
  • Years Active
    2024 - 2026
  • Episodes
    47
  • Rating
    Clean
  • Copyright
    © 2026 Revenue Innovations
  • Show Website
    Some Goodness