B2B sales in 2025 is confusing. On the one hand, it's just the same as it's been for years. We need to connect with buyers, build trust, and guide them through decisions. On the other hand, it's a completely different beast. That's why Derek Baer is in the studio this week, for a free-wheeling, no-holes-barred discussion and debate on sales topics. It's time to get comfortable being uncomfortable! We talk: Whether to track "quotes" as a metric Whether anyone can be trained to sell successfully Accelerators (kickers) in sales compensation Whether we should hire for technical/industry knowledge, and more. And the conversation is blunt. "Tell them to f$%k!ng apply" Derek says at one point! Summary Derek Baer brings a new format to the studio this week, debating and discussing B2B sales topics. He and Ed disagree about various aspects of sales, and agree about others. Topics include: the importance of tracking quotes the compatibility of salespeople with complex B2B sales qualities that make a great sales rep role of sales decks - significance of accelerators in compensation plans how to manage underperformers and disrupters within sales teams. The conversation emphasizes the need for continuous improvement and investment in sales skills, drawing parallels between sales and other professional pursuits. Chapters 00:00 Introduction to Sales Metrics and Tracking Quotes 09:04 The Compatibility of Salespeople in Complex B2B Sales 15:56 Defining Traits of a Great Sales Rep 23:24 The Role of Pitch Decks in Sales 27:29 Understanding Sales Accelerators and Compensation Plans 29:53 Explaining Sales Compensation to the Team 32:42 Managing Underperformers in Sales Teams 35:45 The Impact of Team Dynamics on Performance 41:19 Investing in Sales Skills for Long-Term Success   Resources Check out Derek's Sales Training website.  LinkedIn: Derek Baer and Ed Marsh Twitter: Ed Marsh Instagram: Derek Baer and Ed Marsh YouTube: @EdMarsh Show Transcript    Insanity is Doing the Same Things and Expecting Different Results   By Einstein's definition, most industrial sales teams are insane. Buyers, their behavior, and AI have changed so much, and yet most teams are operating much the way they have for years.   Derek's straight talk deliveres an important message - so does Ed's recent paper on changes in industrial sales and marketing.   Read more from Ed's recent paper on these critical changes.

If you haven't asked yourself how to build a B2B website in the new post AI world, you're site is probably underperforming. Not only has technology advanced, but buyer expectations for features, UX, navigation, and utility have changed. More importantly, the goal of your site has changed as buyer behaviors and search have changed. Today a site works mostly at the bottom of the funnel - the decision stage. So your top of the funnel marketing must be accomplished using different tools and approaches. Joe Jerome brings years of design and development experience, and a keen sense of what your industrial marketing website needs to accomplish. Chapters 00:00 Introduction to Website Strategy for B2B 05:54 Aligning Website Goals with Business Objectives 12:27 The Impact of AI on Website Design 25:50 Continuous Website Evolution vs. Episodic Projects 32:42 Balancing Aesthetics and Functionality in Design 39:38 SEO and Migration Management 44:54 The Role of Websites in the Sales Process 46:29 Understanding User Behavior on Websites 57:49 The Evolution of Website Forms 01:02:37 Empowering Marketing Teams with Website Control  01:05:51 When to Redo Your Website   Resources Check out Joe's Brand Builder Solutions website.  LinkedIn: Joe Jerome and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @JoeJerome and @EdMarsh Show Transcript    The Website is NOT the Only Thing That Has to Change!   AI, Google Search, SEO, buying teams, buying journeys - it's all changing. Quickly. Yes, listen to Joe's tips on how to update your website, but beyond that, there's work to do on the rest of your manufacturing marketing, your industrial sales, and more. That's what I discuss in this guide.   Read more from Ed's recent paper on these critical changes.

If you're a machinery OEM you probably would like to ignore used machines. They're a hassle. For customers who own them, you have to provide support as components become obsolete and tribal knowledge dwindles. When you compete against yourself, that's particularly frustrating, especially when it seems like buyers are just trying to save a few bucks and don't care about the hard work of R&D and improvement that you've invested in. But buyers may see it differently, and Matt Smith draws on years of deep insight in global used machinery markets to explain why it's an entirely rational (not cheap) decision for some buyers in some situations, and why OEMs may cost themselves years of profitable new machinery and after-market sales by ignoring used machines. Stop ignoring and scoffing at used machines, and consider incorporating them into your overall offering using some of Matt's recommendations. Chapters 00:00 Introduction to the Challenge of Self-Competition 04:03 Understanding Global Asset Optimization 10:17 The Dynamics of the Used Machinery Market 19:23 Leveraging Lead Time and Flexibility 24:08 The Role of OEMs in the Used Machinery Market 31:48 Navigating Capital Investment Decisions 40:09 The Importance of Risk Management in Equipment Purchases 46:05 Conclusion and Key Takeaways   Resources Check out Matt's website and other recommended used machinery resources: AOTCO Surface Finishing   Asset Industry Resources Mentioned in the Episode: Investment Recovery Association EquipNet BidSpotter LabX Surplus Solutions Surplus Sherpa  LinkedIn: Matt Smith and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript  Rethinking Our Market Attitudes and Assumptions   Recognizing the potential of used machines as a business benefit rather than a threat is just one example of how we should adjust our market assumptions.   Buyer habits and expectations are changing, just as AI is shifting how buyers search and consider complex decisions.   Read more from Ed's recent paper on these critical changes.

If you're not embracing PR as a key pillar of your industrial marketing strategy, you're probably not going to survive the collapse of traditional SEO driven content marketing! AI is disrupting everything about how buyers think, research, learn, evaluate and buy. It's overwhelming and we can only guess about where we'll be in five years. In the meantime, we have to position ourselves to thrive amidst the trends and changes we see. That means that we must become known and trusted - and SEO experts like Rand Fishkin and Marcus Sheridan suggest that the playbook of Public Relations is an important element of that. But you have to do it right..... So this week, Greg Matusky, founder of one of the 40 largest PR firms in America, joins me to talk about AI, marketing, disruption, and the reshaped role of PR as an element of manufacturing marketing. If you're ready to go from worrying about traffic to making an industrial marketing impact, hit play and learn from Greg. Chapters 02:12 Understanding the Role of PR 06:04 The Evolving Landscape of PR and Manufacturing Marketing 23:31 Building Relationships Through Video 30:36 Navigating PR Strategies 33:15 The Future of SEO, PR, and Industrial Manufacturing Revenue Growth 54:09 The Future of AI and PR 01:07:08 Managing Long-Term PR Trends 01:10:20 The Board's Role in PR 01:13:34 The Critical Role of PR in Industrial Marketing   Resources Check out Greg's website and podcast: Gregory FCA and The Disruption is Now LinkedIn: Greg Matusky and Ed Marsh Twitter: Greg Matusky and Ed Marsh Instagram: Ed Marsh YouTube: @GregoryFCA and @EdMarsh Show Transcript  You're Marketing and Selling to YESTERDAY'S Buyers!   Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.   Read more from Ed's recent paper on these critical changes.

A simplistic sales process sets your team up to fail. Most industrial sales teams never even know who makes the real buying decision! Want to forecast accurately? You must understand how these five buying decisions shape the buying journey, and your sales process must address them! Host Ed Marsh lays out his theory of five buying decisions in this solo Episode #71 of the Industrial Growth Institute Podcast Summary In this episode, Ed Marsh discusses the complexities of B2B industrial sales, emphasizing the importance of understanding the buying process and the critical decisions that influence sales outcomes. He illustrates that in most complex B2B buying decisions, the real decision is made without the reps, or even many influencers, even knowing. The five buying decisions include: to commit some resources to evaluating the potential improvement of a change to request capital to approve capital how to select a vendor vendor selection And most complex sales teams and manufacturing marketing departments focus on decision number five - vendor selection - with endless talk about what they make and do. He highlights the challenges faced by sales reps, the need for business acumen, and the significance of engaging with decision-makers early in the sales process. The conversation outlines five key buying decisions that impact sales success and offers strategies for improving sales effectiveness in a competitive landscape. Takeaways Most complex industrial purchases must pass through hurdles of five buying decisions Decisions 2 & 3 determine whether there is even a purchase, and most reps don't know about it. Most big-ticket complex B2B industrial sales forecasts are fantasies. Sales reps often don't understand how business buying decisions are made. Buying teams typically consist of eight to twelve people. Sales reps need to bring business acumen to conversations. Most buyers prefer a sales rep-free experience. The first vendor contacted often wins the order. Sales efforts focus too much on vendor selection. Understanding the five buying decisions is crucial for sales success. Sales reps must engage with decision-makers early in the process. Creating projects rather than just finding them is essential for success. Takeaway Quote from Ed Marsh "In many cases, the board is going to sign off." Learn more about the five buying decisions here. LinkedIn: Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript  Chapters 00:00 Understanding the Flaws in B2B Sales Forecasting 02:46 The Complexity of B2B Sales 05:38 The Five Critical Buying Decisions 08:00 The Role of Sales Reps in Complex Sales 11:19 Navigating Capital Approval Processes 14:10 The Importance of Business Acumen in Sales 17:15 Creating Projects vs. Finding Opportunities 20:05 Conclusion and Call to Action  

Selling a business after a great run. Finding the right buyer, making the right decision, doing the deal right - Episode 70 of the Industrial Growth Institute Podcast with Michael Horn, Jr. Summary This week, Michael Horn, Jr., former CEO of AC Horn, a fourth-generation family-owned food processing machinery builder, is in the studio chatting about the journey to a business sale. After military service and a stint as a ski instructor, he joined the struggling family business in 2011 and became CEO unexpectedly in 2014 when his father died in a bicycle accident. Michael shares details of the transformation he helped lead, turning a company weakened by the GFC into an automated, precision, contemporary manufacturer, and shifting from fabrication and component sales to systems. Fun fact - 80 to 90 % of nut butters made in North America ran through at least one AC Horn machine. Michael speaks in detail about changes in buyer behaviors, the growth of buying teams, the impact of COVID-19 & PPP funds on capital equipment spending cycles, and succession planning. He offers tips for companies considering an exit, including: Hire professional M&A advisors Work outside the family business first to gain perspective and leadership experience Maintain clean financial records and establish proper organizational structure with defined processes The bottom line from Michael's perspective is simple - "Treat the business as an asset, not an heirloom." This enables you to make informed business decisions, including an exit if and when that becomes appropriate. In Michael's case, he watched another family successfully exit, and he planned to strategically emulate them. In early 2024, AC Horn was acquired by Probat. Takeaways Experience in the military teaches important business skills and perspectives Succession planning is critical Work outside the family business is an important preparatory step Generational refresh can be important. Michael Sr. diversified from metal fab into machinery and Michael Jr. modernized the shop and business approach Independent advisors and/or directors can guide a company through strategic transitions and exits Bigger transactions (system sales) may be beneficial to both seller and buyer International markets and competition have changed significantly in the past 15 years Consolidation of domestic suppliers, often through earlier exits, has changed the landscape for manufacturers COVID and PPP money may have distorted capital equipment investment cycles Proper financial reporting is necessary to prepare for any transaction Managing the business and diligence is taxing Professional M&A advisory is critical to navigate the exit journey and achieve an appropriate outcome Takeaway Quotes from Michael Horn "Think about your business like it's an asset, not an heirloom." "Assets have value. Values go up and down." "You may think that you know your business, but you'll have no idea how to sell it." Learn more about the Horn family legacy and machines: AC Horn LinkedIn: Michael Horn, Jr. and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript  Chapters 00:00 The Importance of Legacy in Family Businesses 02:16 Michael Horn's Journey in the Family Business 06:33 Transitioning Leadership: A Personal Story 17:11 Navigating Crisis and Succession Planning 23:52 Adapting to Market Changes and Buyer Behavior 30:20 Building Strong Supplier Relationships 40:47 The Art of Relationship Building in Sales 43:05 Market Dynamics and Sales Strategies Post-COVID 46:19 Advice for Machinery Companies Facing Slowdowns 50:06 The Journey of Selling a Family Business 53:48 The Importance of M&A Advisors 57:39 Post-Sale Reflections and Employee Communication 59:30 Preparing for Future Business Transactions 01:02:34 Advice for G3 and G4 in Family Businesses 01:06:08 Resources for Family-Owned Businesses 01:09:30 Final Thoughts on Liquidity Events   You're Marketing and Selling to

Rewriting the Rules of Enterprise Software for Manufacturing - Episode 69 of the Industrial Growth Institute Podcast with Radu Spineanu Summary Radu Spineanu is in the studio with Ed Marsh this week to discuss the intersection of AI and manufacturing, and explore how AI is poised to completely change enterprise software. Radu shares his journey as a founder, through an IPO, his time in YCombinator, and in founding HumbleOps, a company focused on leveraging AI to improve manufacturing processes. They delve into the challenges of selling to manufacturers, the importance of understanding buyer behavior, and the future of manufacturing in an AI-driven world. Radu emphasizes the need for manufacturers to adapt to these changes or risk being left behind, and explores the challenges he's found in selling to manufacturers vs. tech companies. Takeaways Disruption in manufacturing requires a shift in sales strategies AI is transforming how manufacturing operates and sells. HumbleOps aims to digitize manufacturing processes effectively. Manufacturers often face challenges in adopting new technologies. Sales in manufacturing is more complex than in tech industries. Understanding buyer behavior is crucial for successful sales. AI can automate and optimize manufacturing operations. The future of manufacturing will involve less human labor but higher efficiency. Companies must adapt to AI or risk obsolescence. The journey of founding a startup involves continuous learning and adaptation. Takeaway Quotes from Radu Spineanu "AI will run your factory." "The future is coming." "You have to understand AI." Check out Radu's websites: HumbleOps.ai LinkedIn: Radu Spineanu and Ed Marsh Twitter: Radu Spineanu and Ed Marsh Instagram: Radu Spineanu and Ed Marsh YouTube: @RaduSpineanu and @EdMarsh Show Transcript  Chapters 00:00 Introduction to Disruption in Manufacturing 02:20 The Evolution of AI and Its Impact 14:11 Founding HumbleOps: A Journey in Manufacturing 22:12 HumbleOps: Revolutionizing Manufacturing with AI 33:24 Real-World Applications of HumbleOps 42:41 The Future of Custom Software in Manufacturing 43:41 The Rapid Evolution of AI 46:30 Imagining the Future of Manufacturing 48:59 The Impact of AI on Business Adaptation 52:45 Cultural Insights: From Romania to Silicon Valley 55:16 Entrepreneurship and Failure: A Cross-Cultural Perspective 59:12 Reflections on Romania's Transition from Communism 01:02:54 The Journey of a Tech Investor 01:08:32 Sales Strategies in Manufacturing 01:15:38 Navigating the Complexities of Manufacturing Sales 01:22:32 AI's Transformative Role in Manufacturing   You're Marketing and Selling to YESTERDAY'S Buyers!   Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.   Read more from Ed's recent paper on these critical changes.   #Manufacturing #AI #AISoftware #ManufacturingSoftware #EnterpriseSoftware #Disruption #Sales #Technology #HumbleOps #RaduSpineanu #DigitalTransformation #IndustrialGrowth #Innovation

Sales for Manufacturers, and creating content that resonates with people who actually bend steel and make stuff - Episode 68 of the Industrial Growth Institute Podcast with Jim Vinoski, Forbes contributor and the voice of Manufacturing Talks Summary Manufacturing podcast veteran Jim Vinoski joins Ed Marsh in the studio this week to discuss manufacturing, policy, content creation, veterans, scouts, bicycling, and more! They discuss the importance of skilled trades education, the challenges of content creation in the manufacturing sector, and the need for a resurgence in American manufacturing. Jim shares his journey from factory floors to writing for Forbes and launching his own content consultancy. The conversation emphasizes the significance of understanding the audience, the role of policy in manufacturing, and the value of quality content in driving industry growth. Takeaways Jim Vinoski emphasizes the importance of promoting manufacturing among youth. The partnership between Mike Rowe and Pure Talk aims to support veterans in skilled trades education. Manufacturing is a challenging yet rewarding field that requires constant innovation. Content creation should focus on solving problems for the audience, not just promoting products. The resurgence of manufacturing in the U.S. is a national trend, not limited to specific regions.  Scouting plays a vital role in developing skills and values in youth. Understanding the audience is crucial for effective content marketing in manufacturing. AI can help bridge the gap in content creation for manufacturers. Manufacturers need to take responsibility for their own content and messaging. Quality content creation requires time, effort, and expertise. Takeaway Quotes from Jim Vinoski "It's an honor to partner with Mike Rowe" "We need to bring back manufacturing jobs." "Quality content creation takes work." Check out Jim's various websites: Cosgrove Content Manufacturing Talks Jim's Forbes byline Jim's Book on Amazon LinkedIn: Jim Vinoski and Ed Marsh Twitter: Jim Vinoski and Ed Marsh Instagram: Jim Vinoski and Ed Marsh YouTube: @ManufacturingTalks and @EdMarsh Ed's Website: Ed Marsh Consulting Show Transcript  Chapters 00:00 Introduction to Manufacturing Advocacy 02:03 Veterans and Skilled Trades Education 05:40 Jim Vinoski's Manufacturing Experience 07:56 Writing for Forbes and Content Creation 11:58 Launching Cosgrove Content and Manufacturing Talks15:14 Understanding the Audience in Content Creation 19:14 Re-Industrializing America 21:11 The Role of Scouting in Youth Development 30:07 History Buff and Its Influence 31:15 Navigating Policy and Regulation in Manufacturing 41:09 The National Resurgence of Manufacturing 42:12 Workflow and Consistency in Content Creation 43:23 Cycling as Stress Relief 50:57 The Importance of Quality Content 53:56 Recruitment Challenges in Manufacturing 55:53 Funding for MEPs and Industry Responsibility 01:00:22 The Need for Partnerships in Manufacturing 01:01:43 Upcoming Book and Its Themes 01:05:22 Recommended Podcasts and Resources 01:08:58 Final Thoughts on Content Creation   You're Marketing and Selling to YESTERDAY'S Buyers!   Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.   Read more from Ed's recent paper on these critical changes.   #SalesForManufacturers #ManufacturingSales #ManufacturingTalks #JimVinoski #TipsForSellingToManufacturers #HowManufacturersCanSellMore #Podcast #EdMarsh #Manufacturing #BusinessDevelopment #ManufacturingRevenueGrowth #B2BSalesAndMarketing #B2BSalesTechniques #B2BSales #TechnicalSales #IndustrialMarketing #ManufacturingMarketing #ContentMarketing #complexSales #BusinessGrowth #B2BSalesProcess #IndustrialSalesTraining #ContentCreation #skilledTrades

Building a Known and Trusted Brand Through Effective Content Marketing in a Zero-Click World - Episode 67 of the Industrial Growth Institute Podcast with Marcus Sheridan, Author of "Endless Customers" Summary Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space. In this marketing podcast conversation, they discuss the 'Pride Cycle' and how businesses can navigate challenges by embracing change and innovation. Marcus shares insights from his books "They Ask You Answer" and "Endless Customers", including: the need for companies to adopt a media mindset the importance of video for marketing and sales how AI is changing buyer behaviors why "Our industry is different" is so dangerous the compelling need to differentiate through your marketing and sales The conversation highlights the significance of building a known and trusted brand in a rapidly changing market, navigating a Zero-Click world where buyers use LLMs for research, and the universal appeal of Marcus' simple approach, regardless of industry. Takeaways Content marketing has evolved significantly over the years. The industrial manufacturing space often feels unique, but principles of marketing apply universally. Four pillars of building a Known and Trusted Brand include: Say what others won't, Who what others won't, Sell in a way others don't, Be more human AI is reshaping the business landscape for marketing and sales The importance of executive sponsorship The Pride Cycle illustrates the need for continuous effort in marketing and sales. Transparency in pricing builds trust and differentiates businesses. Video marketing is crucial for modern engagement and brand building. Big 5 video types include Cost & Price, Problems, Versus & Comparison, Reviews, and Best in Class The buyer's journey has changed; companies must adapt to new consumer behaviors. Why every company needs to think of themselves as a media company. Building trust is essential in a market with a significant trust deficit. Corporate speak works reduces credibility How Salt Water Fishing University is an outlet but also a deliberate learning experience for Marcus Sales and marketing must work closely together to succeed. Embracing the grind and treating marketing as a priority is vital for long-term success. Sales must use video as well The importance of sales process, coaching and role playing Takeaway Quotes from Marcus Sheridan "You're not special." "Opportunity gets really high when resistance gets really high." "Most companies are practicing on their customers." Check out Marcus' various websites: MarcusSheridan.com Amazon Endless Customers Endless Customers Website PriceGuide.ai Question First Group  LinkedIn: Marcus Sheridan and Ed Marsh Twitter: Marcus Sheridan and Ed Marsh Instagram: Marcus Sheridan and Ed Marsh YouTube: @MarcusSheridan and @SaltWaterFishingUniversity and @EdMarsh Show Transcript  Chapters 00:00 The Evolution of Content Marketing 10:23 Understanding the Pride Cycle 18:07 The Ask, You Answer Methodology 32:02 Adapting to AI and Trust Signals 42:16 Transforming Websites into Conversion Tools 44:37 The Rise of YouTube as a Marketing Hub 48:25 Interactive Tools and Self-Service in Marketing 50:41 Building Trust in a Trust-Deficient Market 52:54 The Four Pillars of Endless Customers 56:08 The Importance of Marketing Investment 01:00:36 Embracing the Grind in Business 01:15:03 Building a Known and Trusted Brand   You're Marketing and Selling to YESTERDAY'S Buyers!   Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.   Read more from Ed's recent paper on these critical changes.   #

Sensemaking & Leadership - Turning Technology into Sustainable Business Impact - Episode 66 of the Industrial Growth Institute Podcast with Sensemaking Evangelist Jeff Tehan Summary Jeff Tehan, a former Army Blackhawk pilot, technology product manager and "sensemaking evangelist," joins Ed Marsh in the studio to discuss navigating business uncertainty in the AI era. Jeff brings a unique perspective shaped by his military aviation background and extensive product management experience, now focused on helping leaders interpret uncertainty, align teams, and make insight-driven decisions using AI tools. The conversation explores how AI can help reduce uncertainty in business decision-making while acknowledging the meta-level uncertainty that AI itself creates. Jeff emphasizes the importance of "human in the loop" approaches and explainable AI, arguing that AI should enhance human capabilities rather than replace them. The conversation highlights: The challenge of making decisions amid unprecedented uncertainty and rapid change How AI can help process vast amounts of data to reduce uncertainty in business decisions The importance of distributed decision-making and human oversight in AI implementation Practical applications of AI in sales qualification, customer insight, and marketing personalization The evolution from traditional sales pitches to insight-driven customer engagement Strategies for helping teams embrace rather than fear AI adoption The concept of "sense-making" as a critical leadership capability in the AI economy Takeaways Uncertainty reduction is the key goal: AI's primary value lies in helping leaders process information to reduce uncertainty and make confident decisions Human-in-the-loop is essential: AI should augment human decision-making, not replace it entirely Explainable AI builds trust: Teams need to understand how AI tools work and what data they use to embrace adoption Distributed decision-making becomes possible: AI enables decisions to be made at the point of need rather than flowing up the chain Top performers will benefit most: High achievers will leverage AI tools to enhance their capabilities, while those resistant to change may be left behind Sales must shift from pitch to insight: Successful salespeople will use AI to understand customers deeply and co-create solutions Buyer personas can be enhanced with AI: Marketing teams can create more sophisticated, personalized buyer avatars using AI analysis Strategic planning improves with AI research: Business planning becomes more powerful when AI handles underlying research and analysis Validation is crucial: Always verify AI outputs using multiple sources or human judgment Leadership starts with self-assessment: Leaders must first understand their own capabilities and gaps before implementing AI across their organization Takeaway Quotes from Jeff Tehan "Reducing uncertainty has been handed to us with AI" "People first, human in the loop. We're not developing robots to do humans' jobs." LinkedIn: Jeff Tehan and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript  Chapters 00:00 Introduction: Making Sense of Chaos in the AI Era 02:21 Jeff's Background: From Radar Repairman to Sense-Making Evangelist 08:10 Military Aviation Lessons for Business Uncertainty 10:00 The Science of Reducing Uncertainty 12:49 From Product Management to AI Strategy 16:10 Jobs at Risk from AI Disruption 18:08 Explainable AI and Building Team Confidence 20:27 Avoiding AI Implementation Pitfalls 24:22 The Rise of Sense-Making as a Buzzword and Capability 27:07 AI's Dual Nature: Clarity Tool and Uncertainty Creator 30:20 Corporate Attributes for AI Success 34:07 The Value of Planning Process vs. Plans in AI Era 37:19 Legacy Software Companies vs. AI-Native Platforms 39:27 Integrating AI into Existing Workflows 42:12 Using AI to Understand Buyers Better 45:45 AI Sales Agents and Deal Qualification 48:39 Creating AI-Powered Buy

AI Talk is Cheap. It's time for straight talk about what's really necessary to implement AI for marketing and sales in industrial manufacturers - Episode 65 of the Industrial Growth Institute Podcast with Rick Kranz Summary Rick Kranz is in the podcast studio this week to delve into the practical applications of AI in marketing and sales. He emphasizes the importance of community and collaboration in adopting AI technologies. Ed and Rick discuss his diverse career journey, the significance of building practical AI solutions for businesses, and the evolving landscape of marketing strategies in the age of AI. The conversation also highlights: changing buyer behavior the future of sales and marketing as influenced by AI tools and technologies practical applications of AI in marketing and sales how small and mid-sized businesses can leverage AI tools to enhance their processes the role of executives in understanding AI capabilities the future of AI in the workforce. The discussion also touches on engagement strategies on platforms like LinkedIn and the significance of having guardrails in AI systems to ensure effective implementation. Takeaways Midsize industrial manufacturers need to engage with AI at multiple levels. Community plays a crucial role in adopting AI technologies. Discipline and methodology are key to mastering any skill, including AI. Small businesses can leverage AI to compete with larger firms. The traditional marketing playbook is evolving with AI advancements. Sales and marketing are increasingly interconnected in the buyer's journey. Buyers are using AI to streamline their research and decision-making processes. AI can automate entry-level tasks, changing the landscape of marketing jobs. The AI Automation Lab is designed for business owners and sales professionals to learn and implement AI solutions. Weekly sessions include co-build and troubleshooting sessions provide the most value to participants. Community brainstorming enhances problem-solving. AI can assist in content creation and writing. Engagement on LinkedIn requires strategic thinking. Executives should observe AI applications to trigger ideas. Guardrails in AI systems prevent mistakes. Small businesses can automate grunt work with AI. Practical applications of AI can save time and resources. The future of AI should focus on enhancing human capabilities. Takeaway Quotes from Rick Kranz "It's about methodology and discipline." "AI is taking over entry-level tasks." "Get your salespeople on LinkedIn." Check out Rick's AI Marketing Automation Lab website. LinkedIn: Rick Kranz and Ed Marsh Twitter: Rick Kranz and Ed Marsh Instagram: Rick Kranz and Ed Marsh YouTube: @AI-Kelly and @EdMarsh Show Transcript  Chapters 00:00 Introduction to AI in Marketing and Sales 02:16 Rick Kranz: A Multifaceted Career Journey 07:12 The Importance of Community in AI Adoption 11:49 Building Practical AI Solutions for Businesses 15:55 The Role of AI in Small Business Marketing 20:50 The Evolution of Marketing Strategies with AI 25:42 Understanding Buyer Behavior in the AI Era 30:16 The Future of Sales and Marketing with AI 34:23 Buyers' Use of AI in Their Workflows 38:02 The AI Automation Lab: Purpose and Membership 40:00 Collaborative Building and Troubleshooting in AI Systems 42:46 Community Support and Practical Learning 46:02 AI in Content Creation and Writing 48:58 Engagement Strategies on LinkedIn 52:00 The Role of Executives in AI Adoption 55:02 Guardrails in AI Systems 57:56 Practical Applications of AI in Small Businesses 01:01:03 Resources and Roadmap for AI Marketing Automation 01:04:02 Future Predictions for AI in Business   Your Old Marketing and Sales Playbooks are Probably Broken   Buyer behaviors are changing quickly. That means we need to evolve our marketing and sales. This paper outlines the changes and how companies need to adapt their industrial marketing and sales.    Read more from Ed's recent paper on these critical changes.  

Trust & Relationships Matter in B2B Sales, and every company should be asking whether and how to build an online community in 2025 - Episode 64 of the Industrial Growth Institute Podcast with Chief Evangelist Leslie Greenwood Summary Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, the necessity of a strategic approach, and the essential qualities of a community manager. The conversation highlights: common pitfalls in community building the significance of testing and iterating strategies key metrics for measuring community success the intricacies of building and managing online communities the importance of understanding community personas generational preferences mobile accessibility training moderators establishing community guidelines and the role of sponsorship Leslie emphasizes that investment in community initiatives should be viewed as a long-term commitment, and that communities can include a diverse range of participants, including competitors and partners. The discussion also highlights the evolution of the Wednesday Women community, its unique approach to member engagement, and the growing significance of community in today's business landscape. Takeaways Community is defined by the members who identify with it. Building a community requires a clear strategy and understanding of the target audience. Engagement and connection are crucial for a thriving community. Communities can serve various business outcomes, including support, product feedback, and customer acquisition. A community manager should be a facilitator, not just a moderator. Testing and iterating on community strategies is essential for success. Key metrics for community success include member satisfaction and retention rates. Investment in community initiatives should be viewed as a long-term commitment. Segmentation helps in addressing the unique needs of various community members. Generational preferences influence platform choices for community engagement. Mobile accessibility is essential for communities catering to deskless workers. Training moderators can enhance community interactions and support. Community guidelines should be clear and tailored to the brand's voice. AI may enhance community interactions but personal connections remain vital. Integrating online and offline experiences can strengthen community bonds Takeaway Quotes from Leslie Greenwood "Community is defined by the members who identify with it." "Testing and iterating on community strategies is essential." "Many communities fail due to lack of strategy." Check out Leslie's Chief Evangelist and Wednesday Women websites. LinkedIn: Leslie Greenwood and Ed Marsh Twitter: Leslie Greenwood and Ed Marsh Instagram: Leslie Greenwood and Ed Marsh YouTube: @ChiefEvangelistConsulting and @EdMarsh Show Transcript  Chapters 00:00 The Changing Landscape of Marketing and Community Building 06:11 The Importance of Strategy in Community Development 09:03 Understanding Community Dynamics and Member Engagement 15:08 The Essential Qualities of a Community Manager 17:58 Common Pitfalls in Community Building 20:58 Testing and Iterating Community Strategies 24:05 Key Metrics for Community Success 26:59 Investment and Planning for Community Initiatives 36:00 Navigating Generational Preferences in Community Platforms 38:02 The Importance of Mobile Accessibility 39:10 Training Moderators for Community Engagement 40:04 Establishing Community Guidelines and Terms of Use 44:11 The Role of AI in Community Building 46:39 Integrating Online and Offline Community Experiences 55:48 Understanding Member Engagement Dynamics 58:15 Common Misunderstandings About Community 01:00:22 The Role of Sponsorship in Community Building 01:03:21 The Growing Importance of Community in Business   Community is becoming increasingly crucial as buyer behavior and content consumption change.  

When it's time to improve sales management with an upgrade or a new role, fractional sales management may be the answer - Episode 63 of the Industrial Growth Institute Podcast with  Walter Crosby of Helix Sales Development Summary Walter Crosby joins Ed in the studio this week to delve into the critical role of sales management in driving revenue growth for industrial manufacturers. They discuss the concept of fractional sales management, the challenges of implementing effective sales training, and the importance of understanding buyer behavior. Walter emphasizes the need for salespeople to possess business acumen to navigate complex sales environments and highlights the significance of creating urgency in the sales process. They also discuss: the evolving landscape of sales in the digital age the intricacies of sales management, accountability, and methodologies the importance of congruency in messaging between marketing and sales the need for accountability in performance how to motivate sales teams by understanding their personal goals. Walter shares insights from his podcast, 'Sales and Cigars', and emphasizes the significance of mentorship and training in sales. The discussion also touches on the role of AI in sales training and the benefits of fractional sales management, highlighting the need for effective systems and processes in sales organizations. Takeaways Sales management is foundational for consistent growth. Fractional sales management requires quick impact. Transformation in sales culture can be uncomfortable. Salespeople must understand ROI to communicate effectively. The status quo is the biggest competitor in sales. Hope is not a strategy; sales require actionable insights. Sales managers often lack respect within organizations. Buyers prioritize their needs over the seller's offerings. Sales training should include both producers and managers. Investing in sales playbooks is essential for success. Congruency in messaging is essential for sales and marketing alignment. Accountability is key; companies get the behavior they tolerate. Understanding generational differences can enhance sales team dynamics. Motivating sales reps requires knowing their personal goals. Podcasting can be a fun and valuable platform for sharing insights. Books like 'Meditations' and 'The E-Myth' are great resources for professionals. Not all sales reps can be trained; focus on those willing to learn. Navigating business challenges is part of growth and learning. Fractional sales management can provide immediate support and structure. AI tools can assist in sales but should not replace human interaction. Takeaway Quotes from Walter Crosby "Sales management is a fulcrum for revenue." "Transformation is uncomfortable for teams." "Companies get the behavior that they tolerate." "AI is a toolbox, not a solution." Check out Walter's Helix Sales Development website. LinkedIn: Walter Crosby and Ed Marsh Twitter: Walter Crosby and Ed Marsh Instagram: Walter Crosby and Ed Marsh YouTube: @WalterCrosby and @EdMarsh Show Transcript  Chapters 00:00 Introduction to Sales Management and Growth 08:03 The Role of Fractional Sales Management 16:36 Sales Training and Management Challenges 22:34 Understanding Buyer Behavior 29:09 The Importance of Business Acumen in Sales 34:11 Managing Stress and Personal Insights 36:24 Rapid Fire Insights on Sales Management 38:50 The Importance of Congruency in Messaging 40:01 Accountability and Performance in Sales 42:28 Understanding Generational Differences in Sales 44:25 Motivating Sales Teams through Personal Goals 46:28 The Birth of a Podcast: Sales and Cigars 50:04 Books that Inspire: Recommendations from Walter 52:34 The Role of Sales Training and Mentorship 54:02 Identifying Trainable Sales Reps 58:34 The Fractional Sales Management Model 01:01:44 Engagements and Span of Control in Sales Management 01:04:44 Balancing Micromanagement and Autonomy 01:08:45 Integrating Sales Systems wit

Corporate development and corporate VC are two important growth levers that many middle market industrials overlook - Episode 62 of the Industrial Growth Institute Podcast with former investment banker and now Deep Tech VC Belinda Ephraim of Tenseur Capital Summary In this episode, Ed Marsh and Belinda Ephraim delve into the world of deep tech and venture capital. Belinda, managing general partner at TENSEUR Capital, shares her insights on the importance of scientific foundations in technology, the challenges of 3D printing, and the necessity of a strong work ethic for founders. They discuss her transition from investment banking to venture capital, the significance of customer market fit, and the role of lifelong learning in achieving success. The conversation also touches on: Belinda's immigrant experience from Nigeria to the US her journey in building a network of innovators through her podcast, the Neo Industrial Podcast the importance of proof of concept in investment decisions the need for corporate development strategies in middle-market manufacturing the potential of corporate venture capital to drive innovation. Belinda also emphasizes the necessity for companies to adapt and innovate in response to market changes, particularly in the context of U.S. manufacturing and the evolving landscape of technology investments. Middle market industrial manufacturers may overlook the inorganic growth opportunity of acquisitions and might not consider corporate venturing as a way to place affordable bets on technology. Takeaways Deep Tech is rooted in scientific and engineering foundations. The future of technology will require new infrastructures to support advancements. Lifelong learning and adaptability are crucial for success in business. Customer pain points should drive product development in deep tech. Investment banking experience can provide valuable insights for venture capital. The importance of a strong work ethic in founders of deep tech startups. Disruption in industries requires a generalist mindset. The Neo Industrial Podcast aims to bridge gaps in knowledge and networking. Building a venture firm involves understanding the complexities of technology commercialization. There's genius in people. Corporate VC can become misaligned with the company's vision. Takeaway Quotes from Belinda Ephraim "Disruption requires a generalist mindset." "Corporate development is a critical factor." Check out Belinda's Deep Tech VC website. LinkedIn: Belinda Ephraim and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @NEOIndustrialist and @EdMarsh Show Transcript  Chapters 00:00 Introduction to Deep Tech and Venture Capital 02:23 Understanding Deep Tech: Definition and Scope 04:29 The Future of Technology and Its Impact on Humanity 10:27 The Transition from Investment Banking to Venture Capital 11:43 The Importance of Lifelong Learning and Adaptability 15:51 Building a Venture Firm: TENSEUR Capital 18:19 The Work Ethic of Founders in Deep Tech 20:50 Customer Market Fit vs. Product Market Fit 24:30 Navigating the Journey of an Immigrant Entrepreneur 33:04 The Path to Investment Banking and Entrepreneurship 40:54 The Purpose of the Neo Industrial Podcast 42:24 Proof of Concept: The Foundation of Investment 50:54 Navigating Corporate Development and Growth Strategies 01:01:25 The Role of Corporate Venture Capital 01:10:48 The Future of U.S. Manufacturing and Investment Opportunities   Inorganic growth should be part of the strategy conversation of middle-market manufacturers.   Learn more about my framework for engineered revenue growth ORE™ (Overall Revenue Effectiveness Framework) here.   #CorporateDevelopment #CorporateVC #R&D #PrivateEquity #InorganicGrowth #OrganicGrowth #ValueCreation #InvestmentBanking #CorporateDevelopmentStrategy #DealSourcing #TechnologySourcing #MergersAndAcquisitions #StrategicThinking #CorporateStrategy #CorporateVenturing #ManagementStrategy #DeepTech #VentureCapital #I

How long will economic growth last? Join Michael Feuz for Episode 61 of the Industrial Growth Institute Podcast for more on ITR Economics' explosive prediction of a 2030s depression! Learn what you need to do to prepare your company now. Summary Michael Feuz, an economic speaker from ITR Economics, is in the Industrial Growth Institute Podcast studio this week to discuss the current business landscape, sales strategies, and the forecast for the 2030s. Mike and Ed explore the importance of understanding market dynamics, the transition from sales to economics, and the challenges businesses face in uncertain times. Michael shares insights from his unique background, including his experience in tech sales and public speaking, and emphasizes the need for businesses to adapt their strategies in response to economic trends. He and Ed also discuss: strategic business positioning for the upcoming economic challenges of the 2030s the importance of understanding economic cycles leveraging technology and AI for efficiency the U.S. economy key economic indicators for business leaders labor challenges in the industrial sector the impact of tariffs on the trucking industry. Additionally, they emphasize the need for businesses to adopt aggressive growth strategies and effective marketing approaches to navigate the changing landscape. In sum, the conversation offers an interesting dive into ITR's forecast for strong growth in the next five years, then five years of economic depressions, albeit with cyclical fluctuations. The message is to use this period of strength to position your business with a strong balance sheet, an agile structure, and clear competitive advantage. Takeaways Practical perspective on economics. Public speaking skills are essential for conveying economic data. Sales strategies must adapt during periods of uncertainty. Building relationships is key to successful sales. Discipline in sales leads to better outcomes. Economic forecasting can help businesses prepare for the future. The 2030s may present significant economic challenges. Businesses should not miss opportunities for growth in the coming years. Businesses should prepare for the 2030s by evaluating their market positions. Understanding economic cycles is crucial for strategic planning. Investing in automation can enhance productivity and reduce labor needs. Aligning leadership and board perspectives is essential for effective decision-making. The U.S. economy is projected to remain strong despite global challenges. Key economic indicators include B2B spending and money supply. Labor availability is a significant concern for industrial sectors. Tariff impact on supply chains. Alternative data can provide valuable insights into market trends. Effective marketing strategies are vital for professional services firms. Takeaway Quotes from Michael Feuz "If you're preparing for the 2030s, you're not going to be worse off if it doesn't materialize." "Take care of the little things so the big things fall in place." Check out Michael's ITR Economics website. LinkedIn: Michael Feuz and Ed Marsh Twitter: Mike Feuz and Ed Marsh Instagram: Mike Feuz and Ed Marsh YouTube: @ITREconomics and @EdMarsh Show Transcript  Chapters 00:00 Understanding Market Dynamics and Trends 07:35 The Art of Engaging Public Speaking 12:36 Transitioning from Sales to Economics 18:16 Sales Strategies in Times of Uncertainty 24:58 Forecasting Economic Trends and Challenges 30:27 Preparing for the 2030s Economic Landscape 37:05 Understanding Economic Cycles and Market Dynamics 46:30 Aligning Leadership and Board Perspectives 51:36 Key Economic Indicators for Business Leaders 57:47 Utilizing Alternative Data for Economic Insights 01:07:14 Preparing for the 2030s: Growth and Pricing Strategies   With five years to build revenue and resilience, it's time to get serious about engineering your growth system.   Learn more here about Ed's ORE™ (Overall Revenue Effectiveness Framework.)

Does Industrial Automation Complement or Compete Against Skilled Trades in Manufacturing? - Taylor Evans on Episode 60 of the Industrial Growth Institute Podcast Summary Taylor Evans joins Ed to discuss the current state of manufacturing and workforce development, emphasizing the importance of talent acquisition, employer branding, and the challenges faced in attracting skilled labor. They explore the evolution of sales and marketing within the manufacturing sector, the significance of building relationships in business development, and the impact of perceptions on manufacturing careers. The conversation also touches on: the future of manufacturing jobs the role of MEPs broader implications of manufacturing on employment the evolving perception of manufacturing the role of private equity the importance of advocacy in the industry. Taylor shares insights on investing in local manufacturing, the impact of automation and AI on jobs, and the significance of decisiveness in business decisions. Taylor also explains recruitment process outsourcing and emphasizes the importance of community in business development. He highlights the potential of podcasts as a business development tool and discusses incentives for hiring veterans, as well as the future of vocational education in the context of a manufacturing renaissance. Takeaways Manufacturing companies often hold themselves back by not applying continuous improvement principles to talent acquisition. The ability to hire and retain talent is a significant challenge in manufacturing. Employer branding is crucial for attracting talent in manufacturing. Building relationships is more effective than traditional sales tactics. The Rust Belt identity is evolving, reflecting a manufacturing renaissance. Perceptions of manufacturing careers need to change to attract younger generations. The skills gap and labor shortage are critical issues for the future of manufacturing. Investment in manufacturing resources, like MEPs, is essential for growth. Awareness and exposure to manufacturing careers are vital for attracting talent. Manufacturing jobs create a ripple effect of employment opportunities in support roles. 85% of people now have a positive view of manufacturing. We need to close the gap in manufacturing perception. Private equity is evolving to include manufacturing expertise. Automation enhances job quality and safety. AI will improve productivity in manufacturing. RPO offers a strategic partnership for hiring. Community engagement drives business development. Podcasts can effectively generate business opportunities. Incentives exist for hiring veterans in manufacturing. Takeaway Quotes from Taylor Evans "Employer branding remains an untapped market." "Automation makes for better jobs" Check out Taylor's Rust Belt Recruiting website. LinkedIn: Taylor Evans and Ed Marsh Twitter: Ed Marsh Instagram: Rust Belt Recruiting and Ed Marsh YouTube: @RustBeltRecruiting and @EdMarsh Show Transcript  Chapters 00:00 The State of Manufacturing and Workforce Development 03:00 The Role of Talent Acquisition in Manufacturing 06:04 Sales Education and Entrepreneurial Spirit 08:59 Marketing and Employer Branding in Manufacturing 12:11 Building Relationships in Business Development 15:11 The Rust Belt Identity and Manufacturing Renaissance 17:52 Challenges in Attracting Talent to Manufacturing 21:02 The Future of Manufacturing Jobs 23:49 The Importance of MEPs and Investment in Manufacturing 26:57 Perceptions of Manufacturing Careers 29:56 The Skills Gap and Labor Shortage 33:07 The Broader Impact of Manufacturing on Employment 36:22 The Evolution of Manufacturing Perception 39:25 Advocacy and the Role of Private Equity 42:51 Investing in Local Manufacturing 45:49 Automation and Its Impact on Jobs 51:31 The Role of AI in Manufacturing 56:23 Understanding Recruitment Process Outsourcing 01:01:04 Building Community Through Business Development 01:05:35 Leveraging Podcasts for Busine

Stop Losing Deals to Buyer Indecision: How to Apply the JOLT Effect in B2B Sales - Ted McKenna on Episode 59 of the Industrial Growth Institute Podcast Summary Ted McKenna, coauthor of The JOLT Effect and founding partner of DCM Insights, joins Ed Marsh to dissect why B2B deals often die not from rejection but from buyer indecision. With research showing that up to 60% of complex B2B deals result in no decision, McKenna explains how fear, not preference for the status quo, is often the culprit. McKenna introduces the JOLT framework: Judge indecision - Offer a recommendation - Limit the exploration - Take risk off the table He explains that JOLT helps sellers overcome buyer hesitation. He emphasizes that indecision is largely rooted in FOMU (Fear of Messing Up), which outweighs even FOMO (Fear of Missing Out) and calls for a more empathetic, confidence-building sales approach. The discussion also explores: The psychology of buyer paralysis and risk aversion How sellers unintentionally worsen indecision The need for sales to provide structure, guidance, and reassurance Marketing’s role in preempting fear and simplifying decisions How sales organizations must evolve to help buyers move forward, not just press harder This episode is must listen for any enterprise seller facing long sales cycles, multiple stakeholders, and stalled deals. Key Topics Covered Psychological roots of indecision in B2B buyers JOLT: A four-part method to dislodge stuck deals Why fear of failure trumps fear of missing out The role of sellers as buyer agents, not persuaders Tactics to reduce perceived risk in capital decisions Takeaways Up to 60% of complex B2B deals result in no decision, often due to fear, not logic. 87% of sales conversations show signs of buyer indecision. FOMU (Fear of Messing Up) outweighs FOMO and freezes deals. Buyers fear errors of commission (doing something wrong) more than omission (missing out). Making a confident recommendation builds trust and reduces risk. Indecision often stems from options overload, information overload, and expectations overload. Doubling down on FOMO when a buyer hesitates actually worsens indecision. Internal politics, previous bad experiences, and execution concerns all feed FOMU. Sellers must adjust forecasting based on buyer indecision, not just intent. Multi-threading is essential: more voices = more indecision to uncover. Buying teams may contain internal saboteurs or passive resistors, so JOLT must be applied across the group. Help deal champions use JOLT tactics on their own team to move forward. Sellers can qualify out deals based on a buyer’s incapacity to decide, not just budget. Post-sale validation (to confirm no regret) should be built into project plans. “Rip and replace” situations require extra effort to reduce FOMU and show safety nets. Indecision is rising over time and exacerbated in uncertain economic climates. AI and unstructured data tools may help detect indecision signals proactively. Sales differentiation today is more about how you sell than what you sell. Takeaway Quotes from Ted McKenna "Indecision is often rooted in fear of failure." "We have to find ways to actively de-risk that decision." “The buyer already feels fear—when we pile on more fear, we just make it worse.” Check out Ted's The JOLT Effect and DCM Insights websites. LinkedIn: Ted McKenna and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript  Chapters 00:00 Understanding the No Decision Dilemma 02:58 The Jolt Effect and Its Implications 06:00 The Activator Advantage: Insights from Professional Services 09:12 Indecision: The Core of Sales Challenges 12:02 The Fear of Messing Up: A Psychological Barrier 15:04 Navigating Buyer Indecision: Strategies for Sellers 18:06 The Role of Marketing in Reducing Indecision 20:53 Building Trust: The Balance of Confidence in Sales 24:04 Understanding Buying Teams and Their Dynamics 29:58 The Importance of Emotional Intellig

The Plague of Sales Excuses is Costing You Wins: It's Time for Extreme Ownership of Results in B2B Sales - John Barrows on Episode 58 of the Industrial Growth Institute Podcast Summary John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses. John shares insights from his extensive career, emphasizing the need for practical application in training and the significance of human connection in sales. The conversation also touches on: today's sales challenges sales mindset core principles of effective sales problem-solving, resilience, and personal connections and the necessity of overcoming excuses to achieve success. The dialogue also highlights the significance of understanding personal goals in sales management, the importance of effective sales kickoffs, the role of authenticity in sponsorships, and the power of video in sales communication. Barrows reflects on leadership lessons learned from Jack Welch and highlights the evolving landscape of B2B sales, advocating for agility and continuous improvement in sales processes. Takeaways Industrial sales can learn from tech's creative approaches. John Barrows emphasizes the importance of practical sales training. AI is transforming the sales landscape, making human connection vital. Sales training should be a consistent expectation, not an aspiration. In-person training is crucial for new sales professionals. Sales is about solving problems, not just convincing customers. The first two years in sales should be spent in the office for development. A growth mindset is essential for success in sales. If you are not a problem solver, get out of the profession. Winning is great, but learning from losses is crucial. Sales managers should know their salespeople's personal goals. AI can enhance sales coaching and management. Excuses are just that—excuses; take control. Sales training is becoming more specialized and segmented. Respect for others' time is crucial in work. Sales kickoffs should focus on actionable insights. Authenticity is key in sponsorships and partnerships. Video can enhance communication and engagement in sales. Agility is essential for adapting to market changes. Continuous improvement should be a daily practice. Sales teams should collaborate to innovate processes. Understanding your audience is vital for effective selling. Takeaway Quotes from John "Make It Happen" Barrows "AI is coming for all of us." "Sales is about helping people solve problems." "If you are not a problem solver, get out." Check out John's JB Sales website and the children's sales book he wrote with his daughter. LinkedIn: John Barrows and Ed Marsh Twitter: John Barrows and Ed Marsh Instagram: John Barrows and Ed Marsh YouTube: @JohnMBarrows and @EdMarsh Show Transcript  Chapters 00:00 Introduction to Industrial Sales and Tech Insights 03:22 John's Sales Journey: From Xerox to JB Sales 06:09 Training Approaches: Theory vs. Application 09:36 The Importance of Sales Training in Modern Times 13:44 The Need for In-Person Training and Development 15:38 The Role of AI in Sales and Business Acumen 20:51 The Future of Sales Talent and Mindset 25:26 Challenging Sales Myths and Misconceptions 26:01 The Essence of Problem Solving in Sales 30:11 Building Resilience and Learning from Losses 33:32 The Importance of Personal Connections in Sales Management 36:30 Leveraging AI for Sales Coaching 38:10 Overcoming Excuses and Taking Control 49:15 The Evolution of Sales Training and Methodologies 57:00 The Art of Sales Kickoffs 01:02:03 Navigating Sponsorships and Authenticity 01:06:05 The Power of Video in Sales 01:10:00 Leadership Lessons from Jack Welch 01:13:55 The Evolving Landscape of B2B Sales 01:20:59 Agility and Continuous Improvement in Sales   Learn more about the changing B2B sales environment.   #SalesExcuses #ExtremeOwnership #B2BSales #EnterpriseSal

Mastering Selling the the C-Suite and Shepherding Decisions - Elizabeth Freedman in Episode 57 of the Industrial Growth Institute Podcast Summary Selling to the C-suite has never been easy, and it's rapidly getting much harder. How can teams succeed? Elizabeth Freedman brings years of personal experience selling to the Csuite to the Industrial Growth Institute podcast as she and Ed Marsh discuss the intricacies of executive performance and leadership. The conversation focuses on Elizabeth's expertise in: Selling to the C-suite Understanding and coaching executives on making decisions in a stressful world These are both critical for B2B sales reps to master if they're going to consistently excel at selling complex B2B solutions to industrial manufacturing business leaders. After discussing her career focus of helping others - from time in the Peace Corp through her consulting work, Elizabeth kicks the conversation off with a personal anecdote of her early struggles selling to the csuite, and shares her journey from struggling to communicate with executives to founding eSuite Leader, a firm dedicated to empowering leaders. They explore the value of coaching, the relevance of liberal arts education, and the challenges of bridging generational gaps in communication. The conversation delves into: the evolving decision-making processes of executives the immense and preoccupying pressures they face the role of committees in decision-making changes in accountability in organizations the keys to successful selling to the C-suite the critical importance of understanding executive decision-making. They discuss strategies for prospecting, managing stress, the significance of personal branding in professional settings, and even the relevance of liberal arts education. The dialogue emphasizes the need for clear communication and the ability to simplify complex ideas for executive audiences, while also addressing the challenges faced by sales professionals in navigating relationships across different organizational levels. Takeaways The importance of actionable insights for executives. Her journey of helping others is rooted in personal experiences of struggle. Coaching and consulting must be linked to tangible business results. Liberal arts education provides critical thinking skills but must connect to practical applications. Bridging generational communication gaps. Executive decision-in a world of overwhelming information. Prioritization and scenario planning. The role of committees in decision-making can complicate accountability. Creating shared ownership and accountability is a persistent challenge. The key to success in selling to the C-suite is to genuinely care about clients' needs. Referral strategies are crucial for prospecting to executives. Understanding what matters to clients is essential for effective communication. Sales professionals must adapt their language to different audiences. Simplifying complex ideas is vital when communicating with the C-suite. Managing stress effectively is important in high-stakes environments. Personal branding can enhance professional relationships and opportunities. Seizing opportunities during periods of turmoil requires a proactive mindset. Takeaway Quotes from Elizabeth Freedman "We have to care about what they care about." "We must be able to speak in their language." "Meet people where they are." Check out Elizabeth's E-Suite Leader website. LinkedIn: Elizabeth Freedman and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript  Chapters 00:00 Introduction to Executive Performance and Leadership 02:40 The Journey of Helping Others 07:39 Understanding the Value of Coaching and Consulting 09:09 The Debate on Liberal Arts Education 12:52 Bridging Generational Gaps in Communication 17:55 Launching eSuite Leader: A New Venture 22:23 Understanding Executive Decision-Making 23:48 Evolving Decision-Making Processes 32:10 The Role of Committees

Autonomous Deal Execution and the Power of AI Sales Agents - Roi Carmel in Episode 56 of the Industrial Growth Institute Podcast Summary Roi Carmel, CEO of Spotlight.ai, joins EdMarsh  to discuss the intersection of sales, technology, and the impact of AI on the sales process. They explore the importance of viewing sales as a core function across all roles, the concept of autonomous deal execution, and how AI can streamline sales processes while maintaining the essential human element. The discussion dives deeply into the rapid evolution of AI Sales Agents and how technology is quickly empowering reps - although it's unlikely to replace them despite some predictions. Roi shares insights on topics including: managing complex sales cycles the significance of discovery the need for accurate sales data to inform decision-making at the executive level common pitfalls in sales unrealistic pipelines, pipeline reviews, MEDDPICC, BANT, other qualification frameworks the importance of understanding customer pain points the philosophical difference between qualifying deals in vs. qualifying them out They also explore the evolving landscape of sales and AI, emphasizing the importance of understanding deal dynamics, building trust, and leveraging community engagement. Roi shares insights from his experiences in AI and sales, discussing the critical role of mentorship and the need for continuous learning in a rapidly changing environment. Roi also shares thoughts on the significance of maintaining a balance in life as a CEO and the lessons learned from military service, archery, and judo that apply to leadership and resilience. Takeaways AI sales agents can streamline sales processes while preserving human interaction. Understanding customer pain points is crucial for successful sales. Sales reps often have 'happy ears' leading to unrealistic pipelines. Discovery is essential to tie solutions to customer outcomes. Sales managers should focus on quality over quantity in pipelines. Autonomous deal execution can enhance sales efficiency. Sales cycles can be sped up by addressing gaps in real-time. AI is changing the way we prepare for sales meetings and qualify opportunities. Factors beyond our control, like M&A, change deal qualification. Salespeople need to focus on gaps in their deals, not just successes. Trust is the foundation of effective leadership. Archery teaches mental toughness and resilience in business. Continuous practice is essential for sales success. Communities are becoming vital for building trust in business. AI will increasingly influence how deals are qualified and managed. Takeaway Quotes from Roi Carmel "Slow down to speed up." "We need to orchestrate, not operate." "AI is accelerating value-driven conversations." "Always be qualifying out." Check out Roi's Spotlight.ai website. LinkedIn: Roi Carmel and Ed Marsh Twitter: Roi Carmel and Ed Marsh Instagram: Ed Marsh YouTube: @SpotlightAIVideo and @EdMarsh Show Transcript  Chapters 00:00 Introduction to Industrial Growth and Technology Insights 03:05 The Role of Sales in Product Development 06:01 Understanding Autonomous Deal Execution 09:05 AI's Impact on Sales Processes 14:56 Navigating Complex Sales Cycles 18:04 The CEO and CFO Perspective on Sales Data 21:12 Identifying Causes of Unrealistic Pipelines, and using MEDDPICC to qualify 23:58 The Importance of Discovery in Sales 26:50 Managing Multiple Buying Personas 40:46 Understanding Deal Dynamics 42:13 The Evolution of AI Sales Agents 49:15 Lessons from Military Service, Archery and Judo 54:44 Leadership and Building Trust 58:35 Mentorship and Community Engagement 01:00:05 The Importance of Community in Business 01:07:53 Innovations in AI and Sales Tools 01:12:20 Agentic AI for Opportunity Qualification   B2B Sales today is about seeking every ethical edge and advantage. That's why Ed created the Overall Revenue Effectiveness™ Framework to help companies optimize marketing and sales, and u