17 episodes

Welcome to The Transaction.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.

Hosted by Craig Rosenberg and Matt Amundson.

Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.

The Transaction Matt Amundson & Craig Rosenberg

    • Business
    • 5.0 • 5 Ratings

Welcome to The Transaction.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.

Hosted by Craig Rosenberg and Matt Amundson.

Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.

    The Power of Category Design

    The Power of Category Design

    In this engaging episode of The Transaction, hosts Matt Amundsen and Craig Rosenberg welcome Kevin Maney, renowned author of “Play Bigger” and expert in category design. Kevin shares his insights on the importance of creating a unique market category, how to effectively communicate a company’s value, and why businesses need to focus on solving specific problems rather than just showcasing their products. The conversation delves into the evolution of tech categories, the role of innovative messaging, and practical strategies for standing out in a crowded market. Whether you’re an entrepreneur, marketer, or business leader, this episode is packed with actionable advice to help you master the art of category design.
     
    Takeaways:
    The dominant design in a category sets the standard and expectations for all subsequent competitors.Effective messaging should focus on the problem your product solves, not just the product itself.The evolution of tech categories often follows the adoption of new technologies or significant shifts in context.Creating a new market category can place a company in a powerful position, setting industry standards.Regularly revisiting and updating your category design is crucial as market contexts continuously change.Chapters:
    00:00 Introduction
    02:00 Welcoming Kevin Maney
    04:00 Importance of Effective Messaging in Tech
    10:00 The Role of Category Design in Business Success
    15:00 Understanding Market Context and Missing Elements
    20:00 Creating and Communicating a Unique Value Proposition
    30:00 Examples of Successful Category Design
    40:00 Practical Steps for Implementing Category Design
    50:00 The Power of Storytelling in Business Strategy
    55:00 Outro and Final Thoughts

    Quote of the Show:
    “Effective category design is about creating a space in people’s minds and setting the expectations for what your industry should be.” - Kevin Maney
    Connect with Kevin Maney:
    LinkedIn: Kevin Maney (https://www.linkedin.com/in/kevinmaney/)Website: Category Design Advisors (https://www.categorydesignadvisors.com/)
    Shoutouts:
    “Play Bigger” by Kevin ManeyPaul Garosky, author of “The Evolution of New Markets”
    Sponsor:
    The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.
    Follow the Show:
    Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ 
    Ways to Tune In:
    Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

    • 52 min
    Sales Tech Showdown with Alastair Woolcook - The Transaction - Ep # 14

    Sales Tech Showdown with Alastair Woolcook - The Transaction - Ep # 14

    In this episode of The Transaction, Matt Amundsen and Craig Rosenberg are joined by Alistair Wolcock, a renowned expert in sales tech and AI. Together, they explore the current trends and future disruptions in sales technology, the importance of user experience, and the concept of signal-based selling. Alistair shares his insights on how enterprise buyers are adapting to new technologies and the vital role of data in driving sales and marketing strategies. Tune in for a deep dive into the future of sales tech and actionable advice on staying ahead in the competitive business world.

    Takeaways:
     • Sales tech vendors often overwhelm enterprise buyers with advanced features, neglecting the basic functionalities buyers need.
     • Microsoft’s Copilot and similar AI solutions are set to disrupt high-cost vendors by integrating essential features into everyday applications.
     • Achieving desired outcomes within six clicks is crucial for user adoption and success.
     • The difference between fast innovation (incremental improvements) and disruptive innovation (game-changing advancements) is vital for understanding market dynamics.
     • CIOs are increasingly repatriating data to on-premises to maintain control and leverage AI internally.
     • Warehouse-native applications will be essential as customers demand direct access to their data.
     • Signal-based selling focuses on actionable insights rather than just data analytics, driving more effective sales processes.
     • Consolidation of marketing and sales operations into pod structures can significantly improve efficiency and results.
    Chapters:

     • 02:00 Icebreaker and Spirit Animals Discussion
     • 05:00 Welcoming Alistair Wolcock
     • 07:00 Enterprise Buyers vs. Sales Tech Vendors
     • 12:30 Impact of AI and Generative AI in Sales Tech
     • 17:00 Importance of User Experience in Sales Tech
     • 20:00 Fast Innovation vs. Disruptive Innovation
     • 25:00 Data Ownership and Repatriation Trends
     • 30:00 Warehouse Native Applications and Data Access
     • 35:00 Signal-Based Selling Explained
     • 40:00 Consolidation and Operational Integration
     • 45:00 Lessons from B2C E-commerce for B2B Companies
     • 55:00 Outro and Final Thoughts
    Quote of the Show:
    “Signals to me are about the action, not about the insight.” - Alistair Wolcock

    Connect with Alistair Wolcock:
     • LinkedIn: Alistair Wolcock
    Shoutouts:
     • Brent Adamson: For insights on pod structures.
     • Dave Gerhart: For the book “Founder Brand.”
     • Lars Van Dam: For research on user experience and market performance.
    Sponsor:
    Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.com.
    Follow the Show:
    Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ 
    Ways to Tune In:
    Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

    • 46 min
    Asymmetrical Marketing and Personal Branding with Adam Robinson - The Transaction - Ep # 13

    Asymmetrical Marketing and Personal Branding with Adam Robinson - The Transaction - Ep # 13

    In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg chat with Adam Robinson, founder of a $20 million ARR bootstrapped SaaS company. Adam shares his journey of leveraging LinkedIn for marketing, discussing the power of personal branding and asymmetrical marketing in today’s competitive business environment. He offers insights on content creation, audience engagement, and the future of sales strategies.

    Takeaways
    • Personal branding on LinkedIn can significantly impact business growth.
    • Authenticity and transparency build strong audience connections.
    • Asymmetrical marketing allows smaller companies to outmaneuver larger competitors.
    • Sharing both successes and failures creates relatable and engaging content.
    • Leveraging organic social media can lead to substantial business opportunities.
    Chapters
    • 00:00 Introduction
    • 02:00 Viral Memes and Easter Bunny Anecdote
    • 05:00 Welcoming Adam Robinson
    • 07:00 Adam’s LinkedIn Journey and Personal Branding
    • 15:00 Challenges in Outbound Sales and Market Trends
    • 25:00 Importance of Authenticity and Transparency
    • 35:00 Asymmetrical Marketing Strategies
    • 45:00 Building a Personal Brand and Engaging Content
    • 55:00 Outro and Final Thoughts
    Quote of the Show
    “Being famous within your target audience is the most valuable thing you could ever have as a founder.” - Adam Robinson
    Connect with Adam Robinson
    • LinkedIn: Adam Robinson
    Sponsor
    The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.
    Shoutouts
    • Andy Paul Podcast
    • Scott Lease
    • Chris Walker
    • Sam Jacobs
    • Devin Reed
    • Dave Gerhart
    • Anthony Kaneda
    • Shopify Plus
    Phrases Minted in this Episode
    • “Asymmetrical Marketing”
    • “Personal Branding on LinkedIn”
    • “Sharing the L’s”

    Follow the Show:
    Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:
    Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

    • 53 min
    Diagnosing Sales with Becc Holland - The Transaction - Ep #12

    Diagnosing Sales with Becc Holland - The Transaction - Ep #12

    In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with Becc Holland, a sales expert known for her innovative approaches to diagnosing and solving sales challenges. They delve into the nuances of effective sales strategies, emphasizing the importance of proper diagnosis over traditional sales tactics. Becc shares her insights on understanding buyer metrics, discovering hidden problems, and delivering real value.
    Takeaways
    Effective selling is about diagnosing problems the buyer is unaware of.Understanding and leveraging buyer metrics are crucial.Sellers should focus on delivering insights, not just pitching products.Discovery calls should be separate from demo calls to allow thorough diagnosis.Providing value through actionable advice builds credibility and trust.Chapters
    00:00 Introduction02:00 Viral Meme and Easter Bunny Anecdote05:00 Transition to Business Discussion08:00 Welcoming Becc Holland10:00 Importance of Bold Moves in Marketing15:30 Discovering Hidden Problems25:00 Diagnosing and Solving Buyer Issues35:00 Metrics and Industry Averages45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final ThoughtsQuote of the Show "It's not about showing me that you know me; it's about showing me that you know something about me that I don't know." - Becc Holland
    Sponsor The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.
    Connect with Becc Holland
    LinkedIn: Becc HollandShoutouts
    GartnerForresterJordan PetersonAndy RaskinPhrases Minted in this Episode
    "Diagnose the Correct Things""Pain is Different from a Problem""Outlearn Your Competitors"Follow the Show
    Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune In
    Spotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

    • 46 min
    Bold Moves: Bold Results with John-Henry Scherck - The Transaction - Ep # 11

    Bold Moves: Bold Results with John-Henry Scherck - The Transaction - Ep # 11

    In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with John Henry Scherck, a strategic marketing expert with a knack for bold, game-changing moves. Together, they dive into the evolving landscape of content marketing and the importance of taking risks for big wins. John shares his insights on why dipping your toes in the water just won't cut it anymore and how significant investments and bold strategies lead to remarkable results.

    Takeaways:
    Small, iterative approaches often lead to mediocrity; bold moves yield bold results.Companies must have a unique and meaningful voice in a saturated market.Building an owned audience is crucial for long-term success, rather than relying on rented channels.Time to value and scannability are essential for effective content today.Strategic risk-taking in content creation can lead to significant wins.Chapters:
    00:00 Introduction02:00 Welcoming John Henry Scherck05:00 Importance of Bold Moves in Marketing15:30 Unique and Meaningful Content in a Saturated Market25:00 Building and Leveraging an Owned Audience35:00 Time to Value and Scannability in Content45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final Thoughts
    Quote of the Show:
    “Bold moves get bold results. Safe bets lead to mediocrity.” - John Henry Scherck
    Sponsor:
    Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.com
    Connect with John Henry Schurk:
    LinkedIn: John Henry ScherckShoutouts:
    Eric Ries: The Lean StartupGremlin: Chaos Monkey GuideFonoa: International Tax GuidesAdam Robinson: RTBApollo: Apollo AcademyAudience Plus: Audience PlusPhrases Minted in this Episode:
    "Bold Moves Get Bold Results""Time to Value and Scannability""Go Big or Go Home Approach"Follow the Show:
    Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune In:
    Spotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

    • 52 min
    Decoding Sales Indecision with Matt Dixon -The Transaction - Ep 10

    Decoding Sales Indecision with Matt Dixon -The Transaction - Ep 10

    In this insightful episode of The Transaction, Craig Rosenberg and Matt Amundsen are joined by Matt Dixon, renowned author and sales expert, to delve into the complexities of sales indecision. Matt Dixon shares profound insights from his book, The Jolt Effect, and discusses the significant challenges salespeople face today. He breaks down his innovative strategies for overcoming customer indecision, offering practical advice on how to navigate the nuanced sales landscape. Tune in for a masterclass on modern sales techniques and learn how to convert hesitation into confident decision-making.

    Takeaways:
    Salespeople must move beyond endless needs diagnosis and offer clear recommendations to guide customer decisions.Establishing trust through transparency about product limitations can build credibility and reduce indecision.High performers choreograph expert involvement to maintain their position as trusted advisors.Chapters:
    00:00 - Introduction and Anecdote: LinkedIn Encounter05:45 - Meet Matt Dixon: Sales Strategy Guru08:30 - The Jolt Effect: Addressing Sales Indecision14:20 - Choice Overload: Guiding Customer Decisions20:15 - Information Overload: Building Trust and Demonstrating Expertise28:40 - Outcome Uncertainty: Ensuring Value and Building Confidence36:50 - Applying the JOLT Methodology: Real-World Examples45:15 - Q&A: Handling Indecision in Sales Conversations52:30 - Final Thoughts and TakeawaysQuote of the Show:
    “If you want your customers to trust you as their expert, you have to be ruthlessly transparent about what you can and can't do.” - Matt Dixon
    Sponsor:
    Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at Ringmaster.
    Connect with Matt Dixon:
    LinkedIn: Matt DixonThe Jolt Effect: https://www.jolteffect.com/Shoutouts:
    Pavilion: Pavilion WebsiteEPSTA: EPSTA WebsiteBrent Adamson: Sensemaking for Sales ArticlePhrases Minted in this Episode:
    "The Smartness Arms Race""Ruthless Transparency"Follow the Show:
    Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The TransactionSubstack: The Transaction SubstackWays to Tune In:
    SpotifyApple PodcastsYouTube

    • 55 min

Customer Reviews

5.0 out of 5
5 Ratings

5 Ratings

BekAlmighty_ ,

Enlightening Insights into Culture Driven Sales!

What an epic podcast! Kelly Breslin sums it up perfectly: sales isn't just about closing deals; it's about connecting on a real level. If you're looking to level up your sales game and vibe with the culture, this podcast is a must-listen!

Funnelholic.com ,

Killer show

Well I’m the host. Is it cheating to rate your own show?

SamLovesPodcasts ,

Love this show!!

I get so many great insights and laughs from Craig, Matt, and their guests. This show is the best source of innovative ideas and examples for anyone looking to improve the go-to-market function of their company.

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