What if holding onto every sale is the very thing stalling your company’s growth?In this episode of It Comes Down To This…, I sit down with Aaron Gutowski, a fractional sales leader who’s helped countless owner-operators scale their businesses by stepping back from sales. We dive into why founders struggle to hand off the sales role, the tipping point that forces change, and how to build a sales team that delivers without losing your company’s soul. Aaron shares stories of transforming overwhelmed CEOs into strategic leaders by creating systems, playbooks, and processes that drive new business—without them burning out.If you’re an owner drowning in sales responsibilities, this episode will show you how to let go and grow.Guest Introduction:Aaron Gutowski is a fractional sales leader and partner at Chief Outsiders, with a rich history leading sales teams for large corporations and small businesses alike. After a corporate career capped by a significant equity payout, Aaron shifted to helping owner-operators scale by building effective sales organizations. His approach focuses on creating tailored sales systems, leveraging data-driven playbooks, and fostering trust, allowing CEOs to focus on strategy while their teams drive growth. Aaron’s insights have helped companies from $5 million to $100 million in revenue break through growth plateaus.Key Takeaways:– Owners often hit a growth wall when they run out of time, capping revenue because they’re still the primary salesperson.– A fractional sales leader can build processes and teams to free up owners, giving them time for strategy and personal life.– Effective sales systems start with understanding the customer journey, not random acts of selling.– Lead scoring and ROI calculators help prioritize high-value prospects and close deals faster.– Hiring salespeople with ego drive, empathy, and resilience is key to building a winning sales culture.Chapter Markers:00:00 Why Marketing Alone Doesn’t Drive Growth 01:20 Meet Steve Margerin: Fractional Sales Leader and Growth Strategist 04:02 Diagnosing the Real Problem Behind Flatlined Sales 08:10 How Misalignment Between Marketing and Sales Slows Growth 13:14 The Four Lanes Every Business Must Master 18:22 Why Many Companies Stall at $5M–$10M in Revenue 23:45 How to Build a Sales Team That Actually Sells 29:08 The Hidden Cost of Founder-Led Sales 34:30 What to Fix First: People, Process, or Pipeline? 39:52 Scaling Without Losing Your Soul or Your Team 44:05 Final Thoughts – Selling Is Serving (If You Do It Right)Keywords:Aaron Gutowski, Monte Clark, It Comes Down To This podcast, fractional sales leadership, sales systems, business growth, owner-operator challenges, sales process, customer journey, lead scoring, ROI calculators, sales team building, marketing and sales alignment, scaling businesses, sales culture, trust in leadership

What if the price you’re fighting over is hiding the real value your business could deliver?In this episode of It Comes Down To This…, I sit down with Todd, a seasoned sales leader who’s mastered the art of value-based selling. We unpack how to move beyond price wars and focus on what customers truly care about—value. Todd shares his insights from decades in B2B sales, explaining how to quantify value, flip price objections into opportunities, and use strategies like the decoy effect to guide customers to smarter choices. From emotional connections to practical pricing models, this conversation is packed with ways to make your business stand out.If you’re ready to stop competing on price and start winning on value, this episode is for you.Guest Introduction:Todd Snelgrove is a sales leadership expert with a deep background in B2B value-based selling. Having worked with global corporations and mentored sales teams worldwide, he’s seen firsthand how businesses can thrive by focusing on value over price. Known for his practical, no-nonsense approach, Todd helps companies articulate their worth, align pricing with customer needs, and build trust through emotional and data-driven strategies. His insights have transformed how organizations approach sales, from startups to Fortune 1000 giants.Key Takeaways:– Value-based selling starts with understanding the customer’s perspective, not your costs.– Price objections can be flipped by asking, “Do you want the lowest price or the lowest cost?”– The decoy effect—offering a middle option—nudges customers toward higher-value choices.– Emotional connections, like trust or risk reduction, are critical to communicating value in services.– Pricing should be marketing’s domain, backed by research, not arbitrary cost-plus formulas.Chapter Markers:00:00 The Leadership You Didn’t Expect – Impact Beyond the Title 01:34 Meet Drew Hiss: Entrepreneur, Founder, and Legacy Builder 04:15 From Corporate Layoff to Calling – The Genesis of Acumen 08:20 What Real Leadership Requires – Humility, Vision, and Community 13:10 Why CEOs Need a Safe Place to Be Human 18:02 Leading with Values in a Bottom-Line World 23:27 The Power of Peer Advisory and Shared Wisdom 28:55 How Faith Shapes Decision-Making in Business 34:40 Building Legacy Through Intentional Leadership 39:12 Advice for Founders Who Feel Alone at the Top 44:00 Final Challenge – Are You Leading With Purpose?Keywords:Todd, Monte Clark, It Comes Down To This podcast, value-based selling, B2B sales, pricing strategy, decoy effect, sales leadership, customer value, price objections, marketing and sales alignment, emotional selling, business growth, value quantification, procurement strategies

What if the marketing promises you’re banking on are leading you straight to a dead end?In this episode of It Comes Down To This…, I sit down with Atul Minocha, a marketing veteran and author of Lies, Damn Lies, and Marketing, to unpack the myths and missteps that trip up CEOs and business leaders. We dive into why so many marketing efforts fail, the hidden pressures that push agencies to overpromise, and how to align your marketing with real business goals. Atul shares his journey from engineer to fractional CMO, exposing the pitfalls of “random acts of marketing” and fake ROI, while offering practical ways to make pricing and strategy work for you.If you’re tired of throwing money at marketing that doesn’t deliver, this conversation will help you cut through the noise and get results.Guest Introduction:Atul Minocha is a fractional CMO, partner at Chief Outsiders, and the author of Lies, Damn Lies, and Marketing. With over 25 years of experience at Fortune 50 companies like Toyota, Kodak, and Honeywell, Atul transitioned to helping small and mid-sized businesses avoid the traps of ineffective marketing. His no-nonsense approach stems from a career that began in engineering, giving him a unique lens on how data, strategy, and creativity should work together. Today, he coaches CEOs to focus on “big marketing” and dodge the hype that wastes time and money.Key Takeaways:– Most CEOs have had bad experiences with marketing, feeling it’s a money pit with no clear results.– “Big marketing” (strategy, customer insights, positioning) must come before “small marketing” (ads, SEO, trade shows) to avoid wasted budgets.– Pricing isn’t just numbers—it’s a powerful tool for branding and positioning that marketing should own.– Avoid “random acts of marketing”—uncoordinated efforts driven by urgency that lead to no measurable impact.– Fake ROI and misused data can mislead CEOs; balance gut instinct with rigorous analysis for better decisions.Chapter Markers:00:00 What If There’s More? – Rethinking Success and Significance 01:33 Meet Jordan Wilson: Strategist, Storyteller, and Recovering Overachiever 04:12 From Burnout to Breakthrough – Leaving Corporate to Find Purpose 08:25 The Lies We Believe About Productivity and Self-Worth 13:04 Why Slowing Down Can Be the Smartest Move 18:02 Creating Margin for What Actually Matters 23:18 Redefining Identity Outside of Achievement 28:41 Building a Business That Aligns with Your Values 34:09 The Discipline of Rest and Creative Recovery 39:35 How to Lead Without Losing Yourself 44:12 Final Reflections – You’re Already EnoughKeywords:Atul Minocha, Monte Clark, It Comes Down To This podcast, marketing myths, fractional CMO, big marketing, small marketing, pricing strategy, fake ROI, business strategy alignment, marketing for CEOs, random acts of marketing, data-driven marketing, business growth, marketing ethics