Episodios

  • Selling a Family Owned Manufacturing Business - Michael Horn Jr.
    Jul 23 2025
    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 advisorsWork outside the family business first to gain perspective and leadership experienceMaintain 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 perspectivesSuccession planning is criticalWork outside the family business is an important preparatory stepGenerational refresh can be important. Michael Sr. diversified from metal fab into machinery and Michael Jr. modernized the shop and business approachIndependent advisors and/or directors can guide a company through strategic transitions and exitsBigger transactions (system sales) may be beneficial to both seller and buyerInternational markets and competition have changed significantly in the past 15 yearsConsolidation of domestic suppliers, often through earlier exits, has changed the landscape for manufacturersCOVID and PPP money may have distorted capital equipment investment cyclesProper financial reporting is necessary to prepare for any transactionManaging the business and diligence is taxingProfessional 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 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.
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    1 h y 12 m
  • Episode 69 - Radu Spineanu on How AI is Poised to Disrupt Enterprise Manufacturing Software
    Jul 16 2025

    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
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    1 h y 28 m
  • Episode 68 - Jim Vinoski on American Re-Industrialization and Marketing Content
    Jul 9 2025
    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 ContentManufacturing Talks Jim's Forbes bylineJim'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 Talks 15:14 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 #IndustrialGrowth
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    1 h y 13 m
  • Episode 67 - Marcus Sheridan on Endless Customers, Trust, Marketing, Sales & Video
    Jul 2 2025
    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 mindsetthe importance of video for marketing and saleshow AI is changing buyer behaviorswhy "Our industry is different" is so dangerousthe 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 humanAI is reshaping the business landscape for marketing and salesThe importance of executive sponsorshipThe 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 ClassThe 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 credibilityHow Salt Water Fishing University is an outlet but also a deliberate learning experience for MarcusSales 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 wellThe 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.comAmazon Endless CustomersEndless Customers WebsitePriceGuide.aiQuestion 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. #MarketingPodcast #ContentMarketing #AI #IndustrialManufacturing #B2BMarketing #ManufacturingMarketing #IndustrialMarketing #Trust #Brand #KnownAndTrustedBrand #VideoMarketing #SalesVideo #MarketingVideo #BuyersJourney #BuyingJourney #Transparency #Authenticity #EndlessCustomers #TheyAskYouAnswer #PrideCycle #SalesProcess
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    1 h y 20 m
  • Episode 66 - Jeff Tehan on Sensemaking
    Jun 25 2025
    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 changeHow AI can help process vast amounts of data to reduce uncertainty in business decisionsThe importance of distributed decision-making and human oversight in AI implementationPractical applications of AI in sales qualification, customer insight, and marketing personalizationThe evolution from traditional sales pitches to insight-driven customer engagementStrategies for helping teams embrace rather than fear AI adoptionThe 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 decisionsHuman-in-the-loop is essential: AI should augment human decision-making, not replace it entirelyExplainable AI builds trust: Teams need to understand how AI tools work and what data they use to embrace adoptionDistributed decision-making becomes possible: AI enables decisions to be made at the point of need rather than flowing up the chainTop performers will benefit most: High achievers will leverage AI tools to enhance their capabilities, while those resistant to change may be left behindSales must shift from pitch to insight: Successful salespeople will use AI to understand customers deeply and co-create solutionsBuyer personas can be enhanced with AI: Marketing teams can create more sophisticated, personalized buyer avatars using AI analysisStrategic planning improves with AI research: Business planning becomes more powerful when AI handles underlying research and analysisValidation is crucial: Always verify AI outputs using multiple sources or human judgmentLeadership 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 Buyer Personas 52:29 Data Challenges in B2B Sales 55:20 Helping Buyers Make Sense of Their Situation 58:31 Co-Creating Value in the AI Era 01:00:36 Navigating Rapid Change While Maintaining Fundamentals 01:01:55 Training Future Leaders in Sense-Making 01:03:23 The Future of Office Collaboration with AI 01:04:38 Resources for AI Leadership Development 01:07:12 Adopting Sense-Making in Daily Work #Sensemaking #WhatIsSensemaking
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    1 h y 9 m
  • Episode 65 - Rick Kranz on AI For Industrial Sales and Marketing
    Jun 18 2025
    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 behaviorthe future of sales and marketing as influenced by AI tools and technologiespractical applications of AI in marketing and saleshow small and mid-sized businesses can leverage AI tools to enhance their processesthe role of executives in understanding AI capabilitiesthe 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. #AIForMarketingAndSales #AIForSalesAndMarketing #AIForSales #AIForMarketing #RickKranz #KellyKranz #AIMarketingAutomationLab #AIMarketingAutomation #AIMarketingAutomationAgency #AIToolsForDigitalMarketing #BestAIToolsForMarketing #AIMarketingTools #AIToolsForMarketing #B2BMarketing #AIToolsForSales #DigitalMarketing #ContentMarketing #InboundMarketing #AISalesLab #AIToolsForSalespeople #AIForSalesTeams
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    1 h y 16 m
  • Episode 64 - Leslie Greenwood on Building Online Community
    Jun 11 2025
    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 buildingthe significance of testing and iterating strategieskey metrics for measuring community successthe intricacies of building and managing online communitiesthe importance of understanding community personasgenerational preferencesmobile accessibilitytraining moderatorsestablishing community guidelinesand 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. Read more from Ed's recent paper on these critical changes. #HowToBuildAnOnlineCommunity #HowToCreateOnlineCommunity #OnlineCommunityBestPractices #HowToBuildCommunityOnline #OnlineCommunity #HowToBuildOnlineCommunityForYourBrand #B2BMarketingStrategies #B2BMarketing #CommunityBuilding #CommunityManager #CommunitySuccess #CommunityInvestment #OnlineCommunities #CommunityGuidelines
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    1 h y 7 m
  • Episode 63 - Walter Crosby on Fractional Sales Management
    Jun 4 2025
    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 agethe intricacies of sales management, accountability, and methodologiesthe importance of congruency in messaging between marketing and salesthe need for accountability in performancehow 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 with EOS 01:12:32 The Role of AI in Sales Training 01:16:11 The Case for Fractional Sales Management Have you made mistakes hiring a sales manager? Check out these resources. Article - Hiring a Sales Manager Article - Tips for Hiring a Sales Manager #SalesManagement #FractionalSalesManager #FractionalSalesManagement #SalesLeadership #SalesManager #SalesTraining #SalesCoaching #Podcast #HowToHireASalesManager #BestSalesManager #SalesManagerTraining #SalesManagementTraining #SalesTraining #BestSalesManager #SalesCulture #Accountability
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    1 h y 19 m