In this podcast, Alexander and David discuss the concept of GoToNetwork, exploring its potential as a strategy for sales and growth. David shares his experiences in the startup world and explains how GoToNetwork leverages relationships for sales, recruitment, and fundraising. They dive into its effectiveness compared to traditional outbound methods and share success stories. David emphasizes the importance of authentic relationship-building and offers insights into how companies can leverage networks for success. With over 3,000 users already, GoToNetwork aims to revolutionize the way businesses approach their go-to-market strategies.

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Questions?

Alexander Kohler:

alexander@sellabl.co

Alex´s LinkedIn

David Conners:

David´s LinkedIn

00:00 - 01:27: Introduction to the podcast and guest David, discussing his background and experience in go-to-market functions.

01:27 - 03:52: David explains his journey from Australia to London to San Francisco, detailing his roles in startups and at Sequoia Capital.

03:52 - 05:38: David introduces his startup "the swarm" and discusses its focus on leveraging networks for company building.

05:38 - 07:47: Discussion on the evolution of sales and go-to-market strategies, and the significance of trust in business relationships.

07:47 - 10:41: Explanation of GoToNetwork's role in leveraging relationships for sales, recruiting, and fundraising.

10:41 - 11:23: Clarification on whether GoToNetwork aims to replace outbound sales.

11:23 - 13:54: David discusses the blend of cold outbound and leveraging relationships for sales effectiveness.

13:54 - 16:42: Addressing concerns about overusing network connections and maintaining trust in relationships.

16:42 - 17:23: Discussion on whether GoToNetwork is more suitable for early-stage startups or enterprise companies.

17:23 - 19:41: Explanation of how even early-stage startups can leverage networks effectively for sales.

19:41 - 21:12: Ensuring connections are relevant to the target accounts and how CRM integration helps track relationships.

21:12 - 23:36: Discussion on incentivizing network contributors and tracking referrals within the GoToNetwork platform.

23:36 - 25:04: Overview of how GoToNetwork integrates with existing sales processes and strategies.

25:04 - 27:41: The importance of mapping relationships, defining playbooks, and nurturing networks for successful go-to-market motions.

27:41 - 30:09: Discussion on the potential role of a dedicated network manager in companies and coordination with RevOps.

30:09 - 32:53: Examples of revenue and results seen by companies applying GoToNetwork strategies, along with the number of users on the platform.

32:53 - 33:26: Conclusion and invitation for further discussion with David about GoToNetwork and its potential impact on go-to-market strategies.

Host Alexander and marketing veterans Mario dissect the differences between brand and performance marketing in this episode. Drawing from Mario's extensive experience, they explore metrics, strategic priorities, and measuring success, emphasizing the interconnectedness of the two approaches. Mario stresses the importance of balancing both strategies for sustainable growth, breaking down silos, and establishing a common vision. They encourage listeners to engage with them on LinkedIn for further discussion.

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Questions?

Alexander Kohler:

alexander@sellabl.co

Alex´s LinkedIn

Mario Fassbender:

Marios´s LinkedIn

00:00 - 03:08 Host Alexander introduces marketing veteran Mario and the topic of brand versus performance marketing.

03:08 - 04:14 Mario shares his extensive marketing experience spanning over 20 years, including his roles in various tech companies.

04:14 - 09:08 Mario discusses his career path and the evolution of marketing strategies in the industry.

09:08 - 11:45 Mario explains the objectives and goals of brand marketing, emphasizing the importance of perception and trust.

11:45 - 16:22 The conversation delves into the differences between B2B SaaS brand marketing and consumer brand marketing, highlighting the need for a balance between short-term and long-term strategies.

16:22 - 19:35 Mario defines performance marketing and its focus on immediate, measurable outcomes, contrasting it with brand marketing.

19:35 - 22:37 The discussion covers key metrics for performance marketing and the importance of breaking down silos between brand and performance teams to align strategies and goals.

22:37 - 23:25 Mario explains the challenges of measuring brand success and suggests creative approaches to gather data and assess brand impact.

23:25 - 26:28 Mario stresses the importance of grasping content value, tracking across channels, and highlights creativity and adaptability in marketing.

26:28 - 29:12 Mario outlines the strategic priorities of balancing brand building and performance marketing, emphasizing team roles based on company maturity and market expansion.

31:21 - 33:22 Mario highlights the crucial skills for hiring brand and performance marketers: messaging consistency, emotional connection, SEO proficiency, and stakeholder collaboration.

33:22 - 37:13 Mario stresses a holistic approach to measuring brand marketing success, integrating channels and considering overspill effects and the 95-5 rule.

37:59 - 39:21 Mario summarizes key takeaways, stressing the interconnectedness of brand and performance marketing, team alignment, balance, and implementing a guiding North Star metric.

39:21 - 40:42 Host Alexander wraps up, thanking Mario, urging audience engagement, and sharing LinkedIn profiles for further discussion.

In this episode Christian and Alexander discuss the keys to aligning sales, marketing, and customer success departments within organizations. They stress the importance of clear targets, KPIs, and well-defined processes, along with practical strategies like job shadowing to enhance collaboration. The conversation explores the role of KPIs in driving alignment and commission models for different departments. They highlight challenges in aligning functions between SMBs and enterprises and offer advice on hiring practices and data-driven decision-making for organizational cohesion.

Questions?
Alex:
alexander@sellabl.co
Alex´s LinkedIn

Christian:
Christian´s LinkedIn

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00:00 - 02:17 Introduction: Alexander and Christian introduce themselves and Christian shares his background in marketing and sales.

02:17 - 06:08 Exploration of Christian's journey into go-to-market roles

06:08 - 13:37 Christian and Alexander discuss the challenges of aligning sales and the consequences of misalignment.

13:37 - 14:38 Incentivizing sales teams for long-term success

15:18 - 21:53 Discussion on incentivizing customer support and customer success with commission-based salaries, aligning them with targets, KPIs, processes, tools, job roles, and daily collaboration.

25:48 - 34:41 Defining criteria for leads as pipeline and discussing qualification frameworks

36:56 - 40:41 Challenges of aligning marketing and sales in SMBs versus enterprises, plus advice for founders and chief revenue officers, emphasizing hiring practices and attention to detail.