The Transaction

Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction

Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.* Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market. But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving B2B revenue growth that you can take and implement in your own go-to-market roles. Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode. 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. Join our newsletter to get every episode + exclusive extras & insights right in your overcrowded inbox: https://thetransaction.substack.com/ About Your Hosts Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie. Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard. The Transaction is produced by Sam Guertin. *This claim is entirely unsubstantiated and is made wholly based on the subjective judgment of the inherently biased people who are part of this show.

  1. Building Brand Momentum in Market with Carilu Dietrich & Maya Spivak - Live Session - Ep 83

    6월 24일

    Building Brand Momentum in Market with Carilu Dietrich & Maya Spivak - Live Session - Ep 83

    Carilu Dietrich & Maya Spivak joined Craig, Matt, and our amazing audience of GTM leaders at our GTM Tailwinds event this spring for a live recording where they shared insights on building founder and executive organic social media as a primary demand channel, why startups need to develop speed as a marketing skill, and why going viral on social doesn’t amount to what it seem for B2B companies. Carilu is the author of the Hypergrowth Leadership SubStack and is an all-star advisor and startup marketing leader. Maya is the Founder & Chief Marketer of Marketing.fan, a brand and creative marketing agency, and former VP of Marketing at Gretel.ai and Mux.  Critical Takeaways Invest in taste, or find someone who has it, before spending on out-of-home ad campaigns. Out-of-home advertising in major markets is constrained supply with non-trivial costs, and a mediocre creative execution wastes every dollar and actively damages brand perception at scale. Before committing budget to OOH, have someone with genuine creative discernment review the work, and if that person doesn't exist in-house, find them in your network before the media buy clears.Consistency beats virality for pipeline generation. Marketing teams should resist chasing one-off viral brand moments and instead build sustainable content cadences. Allocate budget and headcount to rhythm, not lottery tickets.Real differentiation for brands is about timing and originality, not just quality. The frameworks your competitors are copying right now are already losing their edge, and the window to do something genuinely surprising is always narrower than it seems.The pace of AI innovation and product development means that GTM leaders need to operationalize speed as a marketing capability. GTM teams need pre-built rapid-response playbooks for product launches, because the window to capitalize on a launch is now measured in hours, not weeks. For example, Carilu's product marketing team had 32 hours notice from OpenAI before a major LLM launch and shipped a full campaign within that window. Teams that don't have templates, approval chains, and asset libraries ready in advance will consistently miss the moment when momentum is highest.Edutainment is the new table stakes for B2B events, content, and advertising. Marketing teams should interrogate every content format and event experience against the question: is this entertaining enough to earn attention before it earns trust? Chapters 00:00 Episode Preview 00:50 Introducing Carilu Dietrich & Maya Spivak 03:04 Are Viral Moments Worth Chasing for B2B Brands 12:02 Real Market Momentum Starts with Product 13:48 Edutainment Marketing Wins 14:12 Building Out Bold Billboards Campaigns for B2B Brands 16:29 Copycats and What Not to Do 17:52 Examples of Marketing Creativity Beyond Billboards 20:12 Startup Founder Social Media Playbook for B2B 23:19 LinkedIn Organic Content Marketing Drives Enterprise Revenue 27:29 Amplifying Customer Stories That Work 31:26 Zig When Others Zag 33:50 When B2B Brands Should Involve Influencers & The Need for Fast Launches 37:49 Out Of Home Advertising Taste is Critical Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “The real problem that earlier stage companies have is they don't need advice. They need be able to do the work.” - Carilu Dietrich“If you're gonna spend the money, do it right. Make sure you have some taste.” - Maya Spivak Connect with Carilu LinkedIn: https://www.linkedin.com/in/cariludietrich/ Carilu’s SubStack: https://www.carilu.com/ Carilu’s Past Episode: https://open.substack.com/pub/thetransaction/p/advisor-avengers-assembling-your  Connect with Maya LinkedIn: https://www.linkedin.com/in/mayagrinbergspivak/  Marketing.fan Website: https://www.marketing.fan/  Shoutouts GTMshift: https://gtmshift.com/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    41분
  2. An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 82

    6월 23일

    An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 82

    Dan Kimball is a GTM Advisor, AI Architect, and independent consultant at The Operating Partnership LLC. Dan’s a marketing expert with a bevy of amazing experiences to draw on, from serving as CMO of Spectrum Equity and ThisMoment, to VP of Marketing at Yelp, and SVP of Global Marketing at Eventbrite. Dan joins co-hosts Craig Rosenberg and Matt Amundson to dive into what sets great B2B brands apart and why marketers need to look at some of their metrics with a lot more scrutiny. Plus, Dan shares what happened when he unknowingly offended half of Cape Cod with a radio ad. Also, Craig pitches his idea for a nautically themed vape shop, Matt compares to Dan to M. Night Shyamalan, and Producer Sam slightly misquotes an iconic Steve Buscemi line.  Critical Takeaways ICP clarity is the single highest-leverage activity a GTM team can do this year. The amount of focus a company has on its Ideal Customer Profile is "highly correlated with success at driving bookings goals." GTM leaders should run a formal ICP project at the start of every year, not treat it as a one-time setup task. The tools and AI capabilities now exist to make this faster and more rigorous than ever.Look at marginal ROAS (the return on the last incremental dollar spent in the Google auction) rather than blended ROAS.Mixed media modeling (MMM) is now accessible to mid-market companies, and B2B marketers should deploy it before their next budget cycle. Mid-size B2B companies can access credible MMM vendors and get marketing attribution sophistication that far exceeds what Google Analytics or any last-touch model can provide. Marketing leaders should bring a vendor comparison to their next QBR and frame it as risk mitigation: the current attribution model is actively misleading budget allocation decisions.As ChatGPT eats into Google organic traffic, brands increase paid search spend to compensate, which inflates CPCs for everyone, which degrades LTV-to-CAC ratios across the board. B2B marketing leaders should model what their blended CAC looks like if CPCs increase 20-30% and build the case for upper-funnel diversification (EG: YouTube, CTV, LinkedIn, organic community) before the CFO forces the conversation. Chapters 00:00 - Episode Preview 02:41 - Introducing Dan Kimball, GTM Advisor and Consultant at The Operating Partnership LLC 08:38 - The Unintended Consequences of Naming a Company Or, Dan Gives Us The Skinny on a Boneheaded Brand Name 17:44 - What's in a Name (Of a Company, Brand, or Product)?  25:59 - Why Your Degree of ICP Focus is Directly Correlated to Business Success 41:39 - B2B Marketers Need to Scrutinize Their Marketing Attribution More Thoroughly 48:05 - Diversify Paid Channel Spending Beyond Just Google or Facebook Owned Channels Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “People aren't putting as much scrutiny on marketing attribution as they should. And this is nothing new, but people are giving way too much credit to Google” - Dan Kimball“ Look, I listen to it. I'm down.” - Craig Rosenberg, 2026“You're not down. You're not down if you said you're down.” - Dan Kimball“You might be up.” - Matt Amundson Connect with Dan LinkedIn: https://www.linkedin.com/in/danielkimball/  Shoutouts Kara Swisher Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    56분
  3. Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 81

    6월 11일

    Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 81

    Back for her second episode is the one and only Jen Igartua, the CEO of Go Nimbly and RevOps OG. Jen joins Co-Hosts Craig Rosenberg and Matt Amundson to break down what made Go Nimbly’s Rev Fest such an incredible event for everyone, from the GTM leaders attending to the speakers, and even the sponsor brands. Jen outlines why she picked a truly iconic venue for a business event, how she prepared the speakers to deliver insights entertainingly, and what B2B event sponsors should be doing instead of popping up another tired booth. Plus, Jen shares how business leaders should approach orchestrating workflows with new AI tools. Also, Craig plans his next tattoo, Matt earns a B-minus, and Producer Sam complains about ugly wood paneling.  Critical Takeaways The secret to hosting an amazing B2B event is to stop copying tired event formats and instead build from your genuine passions. GTM leaders should audit their planned events and ask: "What would I genuinely love to attend?" If the honest answer doesn't match the event they're building, they should redesign it. Authenticity is the differentiator, and audiences can tell immediately when passion is faked.Treat your event like you’re putting on a show, not just another business conference. For example, Jen hired Doug Landis as a presentation coach, opened the venue a day early for speaker training, and had MCs introduce speakers so presenters could lead with their content immediately rather than wasting audience attention on bio slides. This "show vs. conference" framing forces event organizers to make logistical decisions to serve the audience experience rather than operational convenience.Rev Fest did not rely on “great speakers” and hope for the best. The 20-minute cap, speaker coaching, rehearsal time, MC intros, and topic curation all turned content into something attendees could actually stay locked into instead of politely enduring.To move your team from "random acts of AI" to orchestrated workflows, start by mapping out your current processes and identifying which steps are truly automatable versus which require judgment. Jen's framework is to define the end-to-end job-to-be-done first and then deploy AI as one component inside that designed workflow. When documenting your processes, clearly address who does what, where human judgment is needed, where full automation is possible. The companies that deployed technology last but got their strategy and process right first are consistently the most tech-forward (and successful) in practice. GTM leaders being pressured to "become AI-first" should resist the impulse to start with tools and instead start with their most important business outcomes, work backwards to the workflow changes required, and then identify where AI fits.Rather than vendor booths, Jen designed facilitated "table talks" where sponsors ran small-group discussions on topics the audience had already said they cared about. Critically, she required sponsors to bring senior operators (not AEs), trained them on facilitation techniques, and sent post-event notes with everyone's LinkedIn to all attendees. Chapters 00:00 Episode Preview 02:50 Introducing Jen Igartua, CEO of Go Nimbly 06:50 What Made Go Nimbly’s RevFest One of the Best Go-To-Market Events 11:53 A Dog-Leg about Ham Legs and Spanish Film Studies 203 15:27 Thinking Bigger than a Business Conference To Create a Show 19:54 Picking a Truly Unique Venue & Setting the Right Vibes for Your Event 23:48 Actually Interesting Event Sponsor Table Talks System 28:46 Forward Thinking Companies are Done with Random Acts Of AI 32:07 Defining AI Orchestration & What Marketing Tasks to Automate First 46:29 Business Processes First, AI Tool Implementation Second 49:33 Rev Ops Workflows And Enrichment Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “The really great stuff doesn't scale. Stop trying to scale it.” - Jen Igartua“You’ve got to make the stuff you love. Like, why are you creating something that you are not into?” - Jen Igartua Connect with Jen LinkedIn: https://www.linkedin.com/in/jen-igartua/ Go Nimbly Website: https://www.gonimbly.com/  Shoutouts Jamón Jamón (Dir. Bigas Luna, 1992)Javier Fesser: https://www.imdb.com/name/nm0275250/?ref_=nv_sr_srsg_0_tt_0_nm_8_in_0_q_fesser Campeones (Dir. Javier Fesser, 2018)Champions (Dir. Bobby Farrelly, 2023)House of Yes: https://www.houseofyes.org/ Ruslan Tovbulatov: https://www.linkedin.com/in/ruslan-tovbulatov/ Doug Landis: https://www.linkedin.com/in/douglandis/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    59분
  4. The AEO Playbook: Own the AI Shortlist - Live with Sydney Sloan at GTM Tailwinds - Ep 80

    6월 8일

    The AEO Playbook: Own the AI Shortlist - Live with Sydney Sloan at GTM Tailwinds - Ep 80

    Sydney Sloan, the CMO of G2, joined Craig, Matt, and our amazing audience of GTM leaders at our GTM Tailwinds event this spring for a live recording where she outlined the major shift in B2B buyer behavior, how to measure and track Answer Engine Optimization, and why the partnership and distribution layer is as important as content creation. Critical Takeaways Over half of B2B buyers (51%, up from 24% just one year ago) now start their research in an LLM rather than Google. GTM leaders must treat AI answer engines as the new top-of-funnel, not a novelty. Waiting another year means your competitors get a 12-month head start on owning these answers.Stop writing for search crawlers, instead write for the person you're trying to influence. The old HubSpot model of casting a wide content net (writing for non-marketers to drive traffic) is losing effectiveness. Instead, teams should map out the specific jobs-to-be-done for each buyer persona, the product leader, the CFO, the practitioner, and write questions and answers directly for that person. This persona-centric content approach is what gets surfaced and cited in LLM responses.LLMs favor content that mirrors the structure of a question, such as FAQs, pro/con lists, pricing comparisons, and definitional formats. G2 proactively added pricing data and pro/con lists to every product profile after seeing those formats show up in prompt patterns six months earlier. GTM teams should audit their top-performing SEO pages and rewrite AEO versions with this structure immediately.Publications like Forbes and VentureBeat are now formal citation sources for LLMs. G2 counter-pitched a negative MIT AI study and earned significant coverage, which then got indexed and cited. Teams should re-engage PR agencies (if they have newsworthy content) and consider low-cost options like Forbes Council ($1,600/year) to establish founder brand as authenticated content on authoritative domains. Chapters 00:00 Episode Preview 00:42 Introducing Sydney Sloan, the CMO of G2 01:25 Focus Wins at SalesLoft 03:01 AEO vs GEO Explained 04:00 New Buyer Research Behavior 05:18 Build Brand in LLMs 06:44 AI Citations of Reddit and G2 09:30 Zero to One AEO Setup 10:10 Content Engineering Playbook 11:58 G2 Adapts to Prompt Trends 13:50 Measuring AEO Impact 17:29 Consensus Signals and Sentiment 19:37 Bots vs Humans Traffic 20:14 Own Citation Sources 21:07 Reddit and Influencers 22:32 Freshness vs Old Content 23:51 Pruning Content for LLMs 25:01 PR Is Cool Again in B2B Marketing 27:02 Should Founders Hire PR 28:57 Partnerships and Frenemies 33:07 AEO and SEO Together 34:40 LinkedIn Virality Tips 35:43 Wrap Up and Outro Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “AI's changed everything. Including where your buyers go to do their research, discovery, and shortlisting.” - Sydney Sloan Connect with Sydney Sloan LinkedIn: https://www.linkedin.com/in/sydsloan/ G2 Website: https://www.g2.com/  Shoutouts GTMshift: https://gtmshift.com/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    36분
  5. Attention is the New Moat - LIVE with Scott Albro at GTM Tailwinds - Ep 79

    6월 1일

    Attention is the New Moat - LIVE with Scott Albro at GTM Tailwinds - Ep 79

    The one and only Scott Albro once again returns to The Transaction, but this time, Scott joined Craig, Matt, James Kaikis, and our amazing audience of GTM leaders at our GTM Tailwinds event this spring for a live recording. Scott shares his insights on how to overcome the real GTM problem of the ‘attention bottleneck’ and lays out a precise framework for flipping from push to pull using network thinking, transformation narratives, and high-leverage distribution tactics.  Using real examples from Clay, Granola, and ServiceTitan, he shows exactly how to identify 10x hubs in your market, build a narrative that makes your customer the hero, and develop a founder brand strategy that creates category synonymy rather than LinkedIn vanity metrics. Critical Takeaways Just because you start a company, doesn’t mean anyone cares about it. GTM strategy has to start with the question, “How will this company earn attention in a market where AI has made product-building and content creation cheaper than ever?”GTM leaders should map their market as a network to identify the "10x hubs" in their market, which are nodes that have outsized influence over target buyers, and deliberately influence those hubs with their narrative. This unlocks massive downstream reach that a standard approach to a target account list would not have surfaced.Every startup needs three story types: the customer story (pain + day-in-life), the personal journey story (founder authenticity), and most importantly, the transformation story. The transformation narrative has three parts: the broken status quo, a believable-but-magical future vision, and a prescriptive guide for how customers get there.A narrative must be big, differentiated, and believable simultaneously. Scott's three non-negotiable attributes for a winning narrative are that it must compete for attention in your specific market, it must say something nobody else is saying, and it must be proven in the product demo. Marketers should test every narrative draft against all three filters before taking it to market. Chapters 00:00 - Session Preview Clip 00:40 - Introducing Scott Albro & How Scott’s First Board Meeting with Craig Went 04:58 - Why the Attention Bottleneck is a Crisis for Startups in an Ever-Crowded Market  11:22 - How B2B Marketers Craft Winning Narratives That Spread Like Wildfire 16:16 - Focusing Closer on Your Target Market Will Reveal The Compelling Narrative That Works For Your Buyer 20:41 - Why & How Founders & CEOs Should Incorporate Their Own Authenticity into Their Narrative 26:49 - Treating Your Market as a Network of Target Accounts, Not Just a Target Account List 32:11 - Creating Systems for Founders and CEOs to Build Attention Around Your Brand Narrative Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “ In today's market, everything is downstream of attention.”  - Scott Albro“The default setting for a startup is obscurity.” - Scott Albro Connect with Scott LinkedIn: https://www.linkedin.com/in/scottalbro/  Shoutouts GTMshift: https://gtmshift.com/ Nick Mehta: https://www.linkedin.com/in/nickmehta/ Gainsight: https://www.gainsight.com/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    37분
  6. Building an Incorruptible Company that Lasts with Eric Ries, Author of Incorruptible & The Lean Startup - Ep 78

    5월 27일

    Building an Incorruptible Company that Lasts with Eric Ries, Author of Incorruptible & The Lean Startup - Ep 78

    It’s not every day that you get to have one of the most important thinkers in the startup world on your podcast, but for The Transaction, that day is today. Eric Ries is a Founder and the renowned business author of The Lean Startup and his brand new book, Incorruptible: Why Good Companies Go Bad…and How Great Companies Stay Great. Eric joins Craig Rosenberg and returning guest host Scott Albro to discuss the forces that make companies vulnerable to destruction from within and without. Then he offers solutions that safeguard against them for the long-term. Incorruptible is the blueprint for companies that will prosper and endure without losing their soul.  Plus, Eric shares how go-to-market teams, in their unique market-facing position, can make a profound impact on customer trust, both positively or negatively. Also, Craig describes his current deodorant situation, Scott mentioned the looming ARR creative accounting crisis, and Producer Sam mentions the link to Eric’s book in the show notes below.  Critical Takeaways Trust is the force that lowers friction, reduces costs, increases velocity, and makes customers stick around even when a company makes mistakes. By keeping their promises to customers, sales and marketing teams create long-term enterprise value by adding to the company’s trust account.A strong customer promise is not enough unless a company’s incentives, reporting, governance, and business model are built to defend it and deliver value to the customer.Corruption often looks like optimization in the moment. Eric defines corruption as “the making of money without the creation of value,” which many ‘best practices’ often encourage. Overpromising product capabilities, manipulating ARR, squeezing customer trust for quota, or turning a beloved product into an ad-clogged mess may improve a metric temporarily, but it destroys the value engine underneath.Go-to-market sits at the edge of the company’s moral logic. The GTM team is the “pointiest point at the edge of the spear” because it’s how the market experiences the company’s promises first. For example, revenue leaders are not just responsible for pipeline; they are responsible for making sure the promises used to create pipeline are believable, durable, and backed by the product and business model.Corporate governance is not about extra busywork or bureaucracy; it’s how companies, yes, even startups, protect what makes them worth building. Chapters 00:00 - Episode Preview 02:25 - Introducing Eric Ries, Author of The Lean Startup & Incorruptible 06:09 - The Legacy of The Lean Startup in the AI Age 08:59 - The Business Lessons Learned from Sol Price’s Journey of Founding FedMart & Price Club 18:39 - How Founding The Long-Term Stock Exchange Showed The Limits of Best Practices & Conventional Thinking 24:03 - How Businesses Cash in Trust & How They Build Trust with Customers 27:54 - Why Re-examining OKRs & GTM Metrics Can Improve the Long-Term Health of a Company 35:06 - The Looming Crisis in How Startups are Accounting their Annual Recurring Revenue (ARR)  40:10 - Why & When Early Stage Startups Need To Seriously Think About Governance Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “ Trust is the asset that compounds.” - Eric Ries“ A lot of these so-called best practices are actually value destroying.” - Eric Ries Connect with Eric  LinkedIn: https://www.linkedin.com/in/eries/ Incorruptible on Amazon: https://www.amazon.com/Incorruptible-Shape-Companies-That-Stand/dp/B0FWZZBPZB Website: http://incorruptible.co  Shoutouts Lenny’s Podcast: https://www.lennysnewsletter.com/podcast Matt Dixon: https://www.linkedin.com/in/matthewxdixon/ Brent Adamson: https://www.linkedin.com/in/brentadamson/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    44분
  7. Using AI to Empower SDRs & Eliminate Admin Work with David Wilkins, Founder of SDR Leaders of EMEA & B2B Sales Expert - Ep 77

    4월 16일

    Using AI to Empower SDRs & Eliminate Admin Work with David Wilkins, Founder of SDR Leaders of EMEA & B2B Sales Expert - Ep 77

    Excessive admin work and poor-performing sales plays are killing SDR effectiveness and, in turn, company growth. We just so happen to know just the B2B sales expert to help SDR leaders kick things up a notch, wherever they may reside around the globe. Besides having a wonderful British accent, which Craig loved, David Wilkins is the Founder of SDR Leaders of EMEA and the Co-Founder of SDR Leaders of USA and APAC. David joins Co-Hosts Craig Rosenberg and Matt Amundson to dig into how sales leaders are overcoming the major issues facing SDRs (Sales Development Reps) in B2B sales today. David shares how successful sales leaders are implementing AI tools to cut down on excess admin work for their SDRs, why sales channels like cold-calling & video messages are outperforming email outreach, and how dialing up the difficulty of the sales training for your reps can keep them cool as can be on even their most cantankerous sales calls. Plus, David outlines the totally standard, run-of-the-mill journey of how he went from studying at the second-worst university in the UK to working for the number-one mayonnaise manufacturer in the Netherlands and ended up getting into B2B sales.  Also, Craig references a late-80s rap duo, Matt alludes to the promise of a brisket, and Producer Sam somehow manages to ask a decent salestech question after breaking the 4th wall earlier in the episode. Critical Takeaways Excessive admin work is still eating the SDR role alive. In a surprising number of B2B companies, SDRs are still burning three-plus hours a day on manual admin tasks. That is not harmless busywork in B2B sales; it is precious selling time being quietly set on fire. Rather than replacing a human SDR with an AI avatar, target this admin & sales prep work for elimination with AI. Email-first outbound has run out of runway. Email still has a place, but it should be just one piece of a larger outbound strategy that focuses more heavily on better-performing tactics like cold calls and social media touchpoints. The practical implication for sales and marketing leaders is simple: email can support the motion, but it cannot be the whole motion anymore.Sending videos and voice notes through LinkedIn messages works because they do something most outreach still does not: they make it obvious a real, honest-to-goodness human being is on the other end. That is especially useful in B2B SaaS, where copy-paste messages have saturated email, text, and even DM inboxes, and being able to interrupt that pattern buys sellers the few seconds of attention they need to make inroads.The sales training you provide for your SDRs and AEs should be significantly harder than anything they might deal with on a standard sales call. That way, if they find themselves in a delicate situation, they have the skills to stay calm and continue moving the conversation forward. A great way to give your sales reps more, well, reps is to use a training tool with AI-avatars of different customer profiles in sales scenarios. Chapters 00:00 - Episode Preview 00:51 - Trans-Atlantic Holiday Customs and Re-Ranking of Meats  04:11 - Introducing David Wilkins, Founder of SDR Leaders of EMEA & B2B Sales Expert 06:55 - David's Journey From a Terrible School to Amazing Mayo & Eventually a B2B Sales Job 15:10 - Why SDR Leaders Don't See Headcount as The Solution for Success with Sales Development in B2B SaaS  30:18 - Why Cold-calling Beats Email for Engaging with Prospects 34:59 - Video Messages & Voice Notes Break the Pattern of B2B Sales Outreach 46:09 - Improving Sales Training with AI Avatars To Help SDRs Perform Better on Sales Calls 49: 57 - Predicting the Future Evolution of the SDR Role in B2B Sales & GTM 55:04 - Random Rap & Wrestling References Before Wrapping Up Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “ Make the training harder than the game.” - David Wilkins“ Making this function what it is, which is a critical part of the revenue generating organization.” - David Wilkins“ I'm gonna be calling myself Ron now, if ever I get in trouble” - Ron Davidson Connect with David LinkedIn: https://www.linkedin.com/in/daveewilkins/ SDR Leaders of EMEA Website: https://sdr-leader.com/  Shoutouts Lars Nilsson: https://www.linkedin.com/in/lanilsson/ Lars’ Episode: https://open.substack.com/pub/thetransaction/p/setting-up-successful-b2b-saas-sales?utm_campaign=post-expanded-share&utm_medium=web Travis Henry: https://www.linkedin.com/in/travisjhenry/ Russell Hearl: https://www.linkedin.com/in/russhearl/ PG.aiTitanXNooksHiya Morgan Ingram: https://www.linkedin.com/in/morganjingramamp/ QuibblySynthesiaTavusHyperboundScott AlbroRodney-O & Joe Cooley: https://youtu.be/BynWb6swQ74?si=_7ykfGXyz0GDACRl  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

    58분
  8. Building a Movement Through B2B Marketing with Kacie Jenkins, Head of Marketing for Claude Code at Anthropic - Ep 76

    3월 31일

    Building a Movement Through B2B Marketing with Kacie Jenkins, Head of Marketing for Claude Code at Anthropic - Ep 76

    Kacie Jenkins is the Head of Marketing for Claude Code at Anthropic. Prior to joining Anthropic, Kacie led marketing at Sendoso as SVP of Marketing, Sourcegraph as VP of Marketing, and Fastly as VP of Marketing, to name a few. Kacie joins co-hosts Craig Rosenberg and Matt Amundson to unpack what B2B brands need to learn from B2C companies in order to build bold, unforgettable brands that increase revenue and redefine markets.  Plus, Kacie outlines why B2B startups need to see building a founder brand as a pipeline engine, how to move beyond broken marketing attribution systems, and why brand marketing is making a massive comeback. Also, Kacie shares the outcome of all her speakers getting food poisoning before an event, Craig explains why he’s bringing his son to Vegas, and Matt states his stance on the existence of ghosts.  Critical Takeaways Founder-led brand and content works because buyers want conviction from the people shaping the company, not just polished messaging from the brand account. The key to building a strong founder brand is finding the intersection of three things: 1. What is the founder an expert at? 2. What makes the founder utterly unique? 3. What does the target audience want and need?A bold brand doesn't mean punching competitors; it means being so weird, human, and mission-driven that people can't stop thinking about you. At Fastly, this meant leaning into engineer culture with quirky campaigns (literal messenger pigeons), bright red branding mirroring the founder's personality, and taking public stands on internet ethics. Find what makes your company authentically different and lean all the way into it.Your founder is the person with the most conviction on your team, and that conviction is what cuts through noise in crowded categories. Marketing should treat building and amplifying the founder's narrative as a top priority, not a side project. Invest time sitting with the founder to uncover what they stand for, what they hate, and what future they're building — then help them show up consistently.Sales leaders should map executive posts, thought leadership clips, and campaign creative to relevant strategic accounts, then use that content to multi-thread and re-engage deals. When a founder or visible executive has market credibility, reps get warmer entry points and stronger follow-up moments.Values only count when customers can feel them. If the brand story stops at messaging, buyers will eventually spot the gap. For example, Fastly’s brand worked because their stance showed up in customer selection, customer success, and even how they defined who they wanted to win with in the market. Chapters 00:00 - Episode Preview 00:51 - Spooky Baseball 02:20 - Introducing Kacie Jenkins, Head of Marketing for Claude Code at Anthropic 05:46 -  Accidentally Hosting a Spooky Customer Advisory Board Retreat 12:53 - What Happens When All Your event Speakers get Food Poisoning 19:03 -  How Founders Can Seize the Story of Their Category and Own The Narrative 35:48 - How to Build Bold Brands for B2B SaaS 41:22 - Why brand fails without founder buy-in 47:23 - Marketing Attribution is Broken. Now what? Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/ Epic Quotes “The key to winning is real, true, authentic differentiation.” - Kacie Jenkins Connect with Kacie LinkedIn: https://www.linkedin.com/in/kaciejenkins/ Anthropic Website: https://www.anthropic.com/ Claude Code Website: https://claude.com/product/claude-code Shoutouts Ruby James: https://www.linkedin.com/in/rubyjameslinkedin/ Scott Albro: https://www.linkedin.com/in/scottalbro/ Artur Bergman: https://www.linkedin.com/in/crucially/  Katie Penner: https://www.linkedin.com/in/kathrynpenner/ Kris Rudeegraap: https://www.linkedin.com/in/rudeegraap/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

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Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.* Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market. But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving B2B revenue growth that you can take and implement in your own go-to-market roles. Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode. 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. Join our newsletter to get every episode + exclusive extras & insights right in your overcrowded inbox: https://thetransaction.substack.com/ About Your Hosts Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie. Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard. The Transaction is produced by Sam Guertin. *This claim is entirely unsubstantiated and is made wholly based on the subjective judgment of the inherently biased people who are part of this show.

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  • 제작진
    Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction
  • 방송 연도
    2024년 - 2026년
  • 에피소드
    87
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    무삭제판
  • 저작권
    © The Transaction
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    The Transaction

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