#FlipMyFunnel Podcast

By Sangram Vajre

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The Flip My Funnel Podcast is a daily podcast hosted by entrepreneur, CMO, and founder of the #FlipMyFunnel movement, Sangram Vajre. On this show, you’ll find a mix of interviews with sales and marketing experts, keynotes from Flip My Funnel events, conversations about staying aligned across an entire organization, fundamental leadership principles, and commentary on great content that’s been published on the Flip My Funnel blog. Ultimately, this podcast is dedicated to helping B2B marketing, sales, and customer success professionals become masters of their craft. Each episode features topics like: leadership, sales and marketing alignment, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B marketing, B2B sales, customer success, strategic partnerships, agile marketing, buyer personas, content creation and promotion, social media and more.

Episode Date
161: ABM that Sales Won't Roll Their Eyes At w/ Sonjoy Ganguly, Mike Burton, & Anastasia Pavlova

Account Based Marketing isn’t new.

Any sales profession will tell you that ABM started as account based sales. Sales has been doing it for years.

It’s only recently that the marketing teams have picked it up and said “what if we personalized our marketing strategy to our key accounts?”

Sonjoy Ganguly, Mike Burton, & Anastasia Pavlova like to say that it’s not really about Account Based Marketing, or even Account Based Sales.

What it’s really about is an Account Based Strategy.

Sonjoy says that the problem with ABM is that is places far too much emphasis on marketing. In order for an account based strategy to be successful, you have to have buy in from the entire organization.

An entire organization has to align with a strategy, which is no small feat.

But before you panic, don’t think that you’ve got to slow yourself down and wait for the entire organization to evolve before starting an ABM approach.

Odds are, sales has implementing an account based method for years. It’s just a matter of taking that model and bringing the marketing team on board as well.

So start small, be realistic, take a multi-channel approach, and you’ll be ready to move your organization into a true account based strategy.

Want to hear more? Click the link in the first comment.

Aug 13, 2018
160: Interview With an Award-Winning Sales Leader w/ Derek Grant

Derek Grant is an incredible sales leader. He is the VP of Sales at SalesLoft and recently won an ABMie for Best Sales Leader. We caught up with Derek at the #FlipMyFunnel Conference and talked all about sales leadership, sales and marketing alignment, ABM, and more!

Aug 10, 2018
159: The Power of Video Outreach w/ Morgan Gillespie

We're off in Boston for the #FlipMyFunnel 2018 event! So please enjoy this episode with Morgan Gillespie from Terminus as she walks us through the lessons every SDR needs to know.

What are those lessons? Video! Learn about using video as your initial form of outreach to future customers. She offers tips, tricks, and advice on how to make video work for you.



Aug 09, 2018
158: A 4-Part Framework to Build World-Changing Movements

It’s easier than ever to build a community. What you do with that community can literally result in changing the world. In this one, Sangram chats about the 4-part framework he used to build one of the biggest ABM communities in the world.

Aug 08, 2018
157: Don’t Be a Commodity. Be a Brand Worth Loving. w/ Ben Baker

Purpose of episode: Without a community, you’re just a commodity.

Mission: Ben did a personal brand exercise with Sangram consulting him on:

  • What he is good at
  • Where he has room to improve
  • All based on the honest feedback he’s gathered, throughout their online friendship.

With Sangram as the anecdote, we learn how the power of storytelling and personal branding can build a community, allowing you to become a leader of your industry and increase sales!

Aug 07, 2018
156: How to Break Out of Sales Obscurity by Leveraging Social Selling w/ Koka Sexton

Most of your sales team is using LinkedIn wrong. As a marketer, your job is to teach sales how to leverage their social media to get visibility.

Visibility creates opportunity.

You may have the cure to the world's deadliest disease, but it won’t save anyone if nobody knows about it.

Train your sales team how to break out of social media obscurity and promote their visibility online.

Aug 06, 2018
155: How to Execute ABM on a Small Scale w/ Matt Walsh

In today's episode, Kaitlin interviews Matt Walsh, Founder of Noted Analytics all about how to do account-based marketing and sales at a smaller organization.

P.S. If you haven't gotten your tickets to #FlipMyFunnel 2018 yet, you still have a few days! If you're in Boston, register here to grab the $50 practitioner pass: bit.ly/2kbNw95

Aug 03, 2018
154: Making Yourself Essential w/ David Pyrzenski

My friend David Pyrzenski talks about the “Essentialism Scale.”

In short, how ingrained into your organization is a product?

How vital a role do the power users of that product play in your organization?

Think about SalesForce.

It’s fully ingrained in the companies that use it, and those “power users” are crucial players.

They’re few and far between. They command a pretty penny.

On the other side is Excel.

It might be fully ingrained, but Excel users are a dime a dozen.

So where does your product fall on the Essentialism Scale? Is your product a commodity, or is it ingrained? Are your power users pawns? Or just players?

Aug 02, 2018
153: Netflix Culture code: Giving Your Team Freedom

Most huge companies aren’t generally known for the “freedom” they offer their employees.

But Netflix isn’t most huge companies.

Most huge companies curtail their freedom as they get bigger and bigger. They tighten down the clamps on their people.

But at Netflix, they’ve adopted something entirely different.

Instead of a culture of process adherence, they’ve created a culture of freedom and responsibility. One of innovation and self-discipline.

Treat your people like people, and they’ll hang around. Treat them like employees, and watch them head for the doors.

Aug 01, 2018
152: How Leading With Your Weaknesses Can Fast-Track Your Sales Cycles w/ Todd Caponi

Stop selling as if you’re a perfect 5.0.

Products with a 4.2 - 4.5 out of 5 star review sell better than those with a perfect 5.0.

Why? Because vulnerability fosters trust.

A product with a perfect review sounds like a salesperson’s dream, but modern consumers are wary of products that sound too good to be true (because they almost always are!), assuming an authenticity and transparency from a slightly lower rating.

We recently had the chance to sit down with Todd Caponi, author and sales researcher, whose passion and curiosity about sales growth has led him to dig deep into the neuroscience behind this vulnerability “phenomenon”.

During our chat, Todd explained why being upfront about your products’ vulnerabilities can not only earn the trust and business of potential customers, but can shorten your sales cycles.

Jul 31, 2018
151: ABM in the Enterprise

So you’ve decided that ABM might be right for you.

Obviously, I think that’s a smart decision, (otherwise I wouldn’t be doing what I’m doing today!)

But how do you go about implementing? How do you begin to turn that ship that is your organization towards doing ABM in a sustainable, holistic way?

My friends Raianne Reiss & Joe Quinn shared at a recent #FlipMyFunnel event, and I think had some remarkable insight.

Joe laid out the first thing that his company did when diving into ABM, which was that they went back through their account tactics, and documented the ones that they knew worked.

When all was said and done, they had 17 proven tactics for their ABM toolbox that they knew had proven impact on accounts.

From there, they funneled them into 3 buckets, asking themselves 3 questions:  

  1. How do we introduce our sales account owners to new buying centers or new managers not in database?
  2. How do we ensure that the customers who are using our products are supported?
  3. How do we defend against our competition?

Have you recently started to implement ABM into your strategy? How has it worked for you? What have been the successes and road blocks?

Let me know in the comments!

You can also catch Joe & Raianne’s full interview at the link in the first comment.

Jul 30, 2018
150: Why Sales/Marketing Alignment Is Foundational for NI's ABM Strategy w/ Kristen Novak

In this episode Kaitlin interviews Kristen Novak, Account-Based Marketing Manager for Strategic Accounts at National Instruments.

Jul 27, 2018
149: How To Get Everyone Involved In Customer Success w/ David Pyrzenski

Customer success is not the job of one person.

It’s the job of your entire organization!

Everyone has a role to play. Even for those departments who define themselves as “Professional Services” instead of “Customer Success.” The specifics of the role might be different, but the goal is the same: Happy customers.

David Pyrzenski recently started as the VP of Professional Services at Terminus, and he had to work across his entire organization to find out what his customers wanted.

What was customer success defined as? Which KPIs correlated to success? What checkpoints did the most successful customers hit and how could David & his team replicate those steps?

David recognized in this new role, that his team’s role was not on an island, he needed to bring in as many groups as possible in his organization to serve customers the right way.

So, here’s a specific challenge for marketers this week: Invite your sales counterparts into your plan. “Look what we have and give us your feedback.” They’ll be more connected.

The next time you’re thinking about going to an event that has a marketing focus, invite your salespeople!  Because at the end of the day, your marketing efforts are there to help them make more sales.

Jul 26, 2018
148: Netflix Culture Code: Highly Aligned, Loosely Coupled

Having issues coordinating your organization’s teams?

You’re not alone.

Fortunately, Netflix has given us a prime example of how best to tackle the challenge of keeping a rapidly growing business under control. It involves unifying your teams on a strategic nucleus and allowing them to work toward the goal as their unique tactics deem necessary.

We talk about that and more on today’s episode.

Jul 25, 2018
147: Creating Meaningful Marketing in the B2B World w/ Soon Yu

“It’s isn’t always the biggest, baddest, or fastest mouse trap that gets the mice.

It’s the one with the stinkiest cheese.”

And this translates directly to marketing.

So says Soon Yu, author of the new book, Iconic Advantage: Don't Chase the New, Innovate the Old.

Soon helps companies realize that they don’t have to be the fastest, biggest or have the best technology in order to be successful.  But they do have to connect with their audience, and the best way to do that is through meaningful marketing.

If there is no emotional connection created with customers, they’re just competing on price.  There aren’t many winners in that game.

In this episode of the #FlipMyFunnel Podcast, we chat with Soon about B2B storytelling, chasing the new versus innovating the old, and three qualities behind the most successfully innovative and iconic companies.

Jul 24, 2018
146: A Rockstar ABM Strategy Needs the Right Team w/ Matt Senatore and Joe Quinn

We talk a lot about ABM here at #FlipMyFunnel. Sales, marketing, finding the right accounts -- it’s all part of the show. But what’s most important in driving a powerful ABM strategy? The people.

Matt Senatore knows. He’s a thought leader on ABM with over two decades of experience in strategy, accounts, and marketing. At Sirius Decisions, Matt works with clients to build and optimize their ABM. Matt recently spoke at our #FlipMyFunnel conference, where he invited one of his top-performing clients on stage to share what he’s learned about ABM: It’s all about people.

Jul 23, 2018
145: Campaign Based Prospecting w/ Ryan O'Hara

Did you know the average reply rate on a cold email is only 3.5%? To Ryan O'Hara, that number is super depressing and makes him want to cry in the shower. 

Luckily, Ryan is able to raise that number significantly through Campain Based Prospecting.

We're so excited to have Ryan with us as a speaker at the 2018 #FlipMyFunnel Conference in Boston! Grab your tickets with the promo code PODCAST for $100 off your ticket! (P.S. You can also use the promo code BOGO for buy one get one until the end of today, July 20th)

Jul 20, 2018
144: Storytelling with Your Customers w/ Kyle Hardaway and Ryan Schwartz

Do your customers understand your company's story? Are you able to take them on a journey? 

In this episode, we're back with Terminus' Kyle Hardaway and Ryan Schwartz. And today, they're talking all about, you guessed it, storytelling. 


P.S. If you wanna learn more about how to use your story alongside ABM, you gotta get to #FlipMyFunnel 2018 at the Boston Convention Center! 

Use this link with the promo code PODCAST to get a special discount: http://bit.ly/2kbNw95


Jul 19, 2018
143: Netflix Culture Code: Giving Employees Context In Their Role

If you really want to look at a great culture deck, check out Netflix.

Netflix’s culture code can be summarized by this quote:

"If you want to build a ship, don't drum up the people to gather wood, divide the work, and give orders.

Instead, teach them to yearn for the vast and endless sea." ‐Antoine De Saint‐Exupery

We were so inspired by their culture deck that we’re dedicating a podcast series to it!  The first value from Netflix’s culture code to unpack is “Context, Not Control.” The best managers figure out how to get great outcomes by setting the appropriate context rather than by trying to control their people.

Here’s your challenge for the week as a manager: When one of your talented people does something dumb, don’t blame them. Instead, ask yourself what context you failed to set.

Jul 18, 2018
142: The 6 Triggers Marketers Are Using to Make You Buy w/ David Lewis

Would you believe me if I told you that mind-control is a very real phenomenon?

In fact, you’ve subconsciously been influenced in your buying decisions due to this marketing magic I’m alluding to.

How is this wizardry possible, you exclaim?

Jedi Master-level salesmen have been using 6 simple techniques to ‘control your mind’ via the phenomena of Neuromarketing!

Okay, full disclaimer. It’s not Machiavellian in any way, shape or form.

And just about anyone can and should be using these powerful techniques in order to blow their presentations out of the water!

This week, I’ve had the pleasure of interviewing David Lewis, the CEO at DemandGen, who revealed the six stimuli of Neuromarketing that will as he expressed, “push the mental buy button in the buyer.”.

Jul 17, 2018
141: Content Marketing on the Go w/ Joe Chernov

Audio from Joe Chernov's talk at #FlipMyFunnel's Austin conference. In this one, Joe talks about ABM content marketing.

Jul 16, 2018
140: How To Create Buzz With Your B2B Marketing w/ James Snider

“As B2B Marketers, Our role is to help by creating a huge buzz within our target organizations.”

This is exactly what James Snider does every single day with his team at Punch!

James started this process by diving into creating personalized videos for prospects with Vidyard.

His organization found huge success sending these videos.  For every 20 videos they sent, they booked 1 meeting. They eventually installed 5 mini studios within their offices for sales reps to record videos to send to prospective customers.

That’s pretty impressive.  But they didn’t stop their creativity there.  They began to combine video with other experiential and guerilla marketing tactics.

For example, Punch! is running a “Fairytale” campaign right now.  They’re combining video with unique hand drawn illustrations sent by direct mail to Tier I clients. And they are getting phenomenal results.

If you’re going to use this approach, you first need to identify the core challenges your prospect is facing, not shoot from the hip. Then you can build messaging and a story around your company’s unique solution.

But creating buzz is not a one time thing! You have to continue to wow customers even when they are past the prospecting stage.

Jul 13, 2018
139: Intern to Full Time w/ Connor Schorr & Kaitlin Lutz

Everyone either has an intern, needs an intern, or is trying to develop a process through which the internship position funnels.

In this episode I get to speak with two former Terminus interns who are now full time at the company about what the process was like for them as they found their place in the midst of the internship setting.

Transitioning from intern to full-time employee is a big accomplishment.  Listen as Kaitlin Lutz and Connor Schorr talk about their time as interns and what they learned along the way!

Jul 12, 2018
138: How to Make Better Decisions

Everybody is a leader. Leadership should never be defined by a title.

But the choice to be a leader is hard. At the end of the day, it comes down to your decisions.

Making better decisions comes down to these two things:

1) What’s the best thing to do?


2) What’s the right thing to do?

Jul 11, 2018
137: 7 Steps to Financial Fitness w/ Bob Stammers

Most people do not learn personal finance or investing in school. Why is this a problem? Because, you spend your whole life working to bring in money, but then once you have it, what do you do with it? Do you spend it faster than it comes in? Do you dig a hole and bury it in the ground for safekeeping? Hopefully not. Let’s look at finances this way.

If you are running a marathon or training for a marathon, you have to have discipline. You have to learn the skills over time. You don’t become the best marathon runner overnight. So what are the steps necessary to become the best that you can be, and becoming the most financially fit that you can be?

Bob Stammers, Investor Education at CFA Institute, recently revealed 7 steps to financial fitness which really break down some complex ideas about money management in order to help you become more fit with your pocketbook. He also ties these 7 core ideas back to marketing, and how a marketer should look at their company’s money as their own.

P.S. Speaking of finance, you still have a few days to get our BOGO deal for the #FlipMyFunnel Conference. Just type in the promo code "BOGO" when buying your tickets! Get your tickets here: bit.ly/2MKBf7B

Jul 10, 2018
136: Fireside Chat: Women in Tech

Description: Back in the day, #FlipMyFunnel held an event in good ole' Austin Texas. Though this was a little over a year ago, these women have some incredible insight that holds up today.

If you haven't gotten your ticket to #FlipMyFunnel on August 8th in Boston, don't worry. You have until July 20th for our BOGO deal. Just type in the promo code "BOGO" when buying your tickets! Get your tickets here: bit.ly/2MKBf7B

Jul 09, 2018
135: Key Trends in Sales and Marketing for 2018

Kaitlin interviews some of the best B2B marketing and sales professionals in the game. They all answer the question, "What are the trends you're seeing in sales and marketing for 2018?"

If you haven't gotten your ticket to #FlipMyFunnel, don't worry. You have until July 20th for our BOGO deal. Just type in the promo code "BOGO" when buying your tickets! Get your tickets here: bit.ly/2MKBf7B

Jul 06, 2018
134: The Importance of Engagement in Lead Scoring w/ Sunny Bradshaw

Think about how your company’s lead scoring.  Is it based on arbitrary customer activities and point scoring values?  There’s a better way to go about it!

Sunny Bradshaw is a Product Manager at Terminus, and she has been hard at work on a platform called Visitor ID.  Visitor ID allows companies to focus on the potential customers that are engaging with key pieces of content on their site.  This is possible through an algorithm that produces an “account surge” report. The report indicates which potential customers have both the right fit and are demonstrating intent!

It is the perfect balance between cold calling and waiting around all day for a potential customer to fill out a lead form.  You want to engage with people when they want to be engaged with. It’s not about when is convenient for you, it’s about your customer!

Sunny wants to challenge companies to think about the metrics they’re using when prioritizing research.

Jul 05, 2018
133: Do You Have A Beginner’s Mindset?

In a small company, it’s easy to know what to do next. The approval process is small -- your boss has a desk right next to you and you ask them, “Hey, here’s my idea, what do you think?” Two days later, you’re oup and going.

That’s the attitude we should always have -- the beginner’s mindset. Sometimes as our company grows or we grow personally, we can get up in the routine. Today we talk about how to keep that beginner’s mindset, let the ideas flow, and don’t paralyze yourself with considering all the problems.

So dive in to the podcast to hear why we think a beginner’s mindset is the key to your next success.

Jul 04, 2018
132: B2B Marketing: Universities vs. Companies w/ Professor Scott Davis

Sangram interviews marketing Professor Scott Davis and marketing students Kaitlin Lutz on the ins and outs of marketing at universities vs. marketing in the actual business world.

Check out Scott Davis' own podcast, Marketing Mixtape! https://www.scottwdavis.com/podcast/

If you haven't gotten your ticket to #FlipMyFunnel, don't worry. You have until July 4th for our BOGO deal. Just type in the promo code "BOGO" when buying your tickets! Get your tickets here: bit.ly/2MKBf7B

Jul 03, 2018
131: Scalable ABM for SMBs: A Marketo Case Study w/ Anastasia Pavlova

As a small to mid-sized company, how do you really create a focus on scalable content creation for ABM? When you can’t spend tens or hundreds of thousands of dollars on content creation, what do you do to stay fresh and relevant? Anastasia Pavolva has some ideas.

Jul 02, 2018
130: How to Build a Killer B2B Brand w/ Edward Ford

The B2B and SaaS worlds aren’t known for being brand centric. Why not? Because most people associate brand building and brand marketing with fluff. According to Edward Ford, they couldn’t be more wrong.

Jun 29, 2018
129: Changing Your Sales Process to Fit Account-Based Marketing w/ Riley Rogers & Connor Schorr

The transformation into account-based marketing can be unclear. I had a chance to speak with Riley Rogers and Connor Schorr, both SDR’s at Terminus who witnessed how their sales process evolved to fit a more account based approach. They share with us their experiences and what makes a successful ABM strategy.

Jun 28, 2018
128: The Future of ABM (Part 3): Authenticity-Based Marketing

The future of ABM is Authenticity-Based Marketing.

Am I just using that “Authenticity” buzzword again?


At the end of the day authenticity will always create more trust and better relationships.  And that is what we as marketers should be chasing every day. At Terminus, we try to put more humanity into our everyday actions both inside and outside of our walls.

We’re big into handwritten notes.  We expose our whole organization (including those in operations, finance, etc.) to customer stories.  We bring marketers and customer success reps to conferences, not just salespeople. We record personalized videos to send to our clients.

And possibly most importantly, we’re not perfect and don’t pretend to be!

This helps us connect, build empathy, and engage in real conversations.  There will always be more tools, technology, and platforms…but people still buy from people.

Jun 27, 2018
127: Using AI to Increase Effectiveness in the Buyer Journey w/ Chandar Pattabhiram

Chandar Pattabhiram, CMO at Coupa sheds light on the difference between AI and Machine Learning and their future use-cases in marketing departments.  He advocates for their use in steps of the buyer’s journey far beyond acquisition (where 87% of B2B marketing spend is focused today). Successful marketing teams are driving higher lifetime value within their existing customer base by leveraging AI and driving alignment in additional areas like Adoption Marketing, Cross-Sell Marketing & Advocacy Marketing.

Jun 26, 2018
126: What's Working With ABM Content w/ Bill Kent

You can’t give away a Tesla every time you need response. It’d be great if you could, but that sort of content creation just isn’t scalable for most of us. So what can you do to generate quality content, and get quality response from your customers?

Jun 25, 2018
125: A Peek Into Marketing Skillsets & Tech w/ Kyle Lacy & Justin Keller

It can be hard to hire people in marketing because the skill sets requirements are so different. It’s not like hiring in sales where the skill sets are a bit more straightforward. So how do you go about hiring in a marketing organization?

In a recent conversation with Justin Keller, VP of Marketing at Sigstr, and Kyle Lacy,VP of Marketing at Lessonly, they both revealed surprising skill sets they look for when hiring for their marketing team. Justin and Kyle also shared the technology they have found to be most important in their respective marketing agencies.

Jun 22, 2018
124: Life as a Category Builder w/ Tim Kopp

Is the problem that your company is looking to solve big enough?

Many companies spend too much time thinking about whether or not they have product/market fit and not enough time on whether or not they have a problem/market fit.  If you are going to be a category leader in an industry you need to be singularly focused on solving a problem, not just building a product.

Another requirement for category leadership is a rock solid culture. At Terminus, the fuel to our fire is in our two company values:

  1. One Team Mindset
  2. Keys to the Ferrari

These are two sides of the same coin.  One Team means we are all focused around a singular goal and our employees feel comfortable with the crew around them.  Keys to the Ferrari means our employees also feel empowered to change the world with one idea. There is a healthy tension between these two poles, allowing us to be unified and ambitious at the same time.

Tim Kopp, a Venture Investor at Hyde Park Venture Partners, sat down with Sangram in Indianapolis to talk about life as a industry leader.  Solving problems and building culture are a lot easier discussed than executed, but they are two keys to winning in the long run!

Jun 21, 2018
123: The Future of ABM (Part 2): The 3 Stages of Marketing and Sales Evolution

Did you know that less than 1% of leads turn into customers?

Sales & Marketing must be doing something wrong.

If you are still dead set on increasing the quantity of your leads instead of the quality of your relationships, it’s time to change the way you think!

In part II of this three part series called The Future of ABM, we discuss the three different stages to Sales & Marketing Evolution.

So… which stage is your team in? 

  • One Night Stands: All about leads and shallow relationships
  • Engagement: Using a combination of inbound and outbound (allbound) efforts to engage potential customers and deepen relationships
  • Customer Centricity: Your entire sales & marketing team is unified around the one goal of serving customers and potential customers above all else
Jun 20, 2018
122: 4 Winning Attributes of a Top Marketer w/ Robby Gulri

Jumping into a new marketing position, or taking marketing leadership in a new industry? What should you focus on in the first few days in your new position?

Thankfully, we have Robby Gulri. Robby is within his 45 days as the CMO at Engage Talent.He left his previous position as CMO in an entirely different industry -- marketing and sales optimization. His new position? Talent acquisiont.

This jump provided Robby with a huge learning curve, and gave us a giant opportunity to hear from a marketing guru about how to tackle a new marketing or sales position and make an impact early on.

Jun 19, 2018
121: How to Align Your MarTech Tools to Fuel Growth w/ Kim Hajec

The sales & marketing world is getting more and more complex. How do you navigate this landscape effectively with your MarTech tools? How do you even know which ones to use, and how can the way you use those tools impact your growth?

Jun 18, 2018
120: 3 Things to Know When Pitching ABM to Your Board w/ Megan Lueders

Megan Lueders has led the marketing team at Zenoss into a new phase of account-based marketing. She shares how to successfully look at this new approach and layer it on top of the historical responsibilities of brand awareness, demand generation, and acquisition. Megan has been able to help their board and executive team see the value and progress of their ABM efforts. 

If you're looking to go to an ABM conference in August, we gotcha. Check out the #FlipMyFunnel Conference: http://bit.ly/2HiJ9pS

Because you're listening to the podcast, we'll hook you up with a promo code for 15% any ticket.

Use the promo code: PODCAST

Jun 15, 2018
119: How to Get Started With ABM Content w/ Shauna Ward

A lot of people seem to think that Inbound and ABM have opposite strategies when it comes to content.  That’s not true! With ABM, it is a similar mindset, but a different approach.

Shauna Ward is a Content Marketing Manager at Terminus, and she spends a lot of time thinking about how to use content in an increasingly ABM world. Here are three tips she has for getting started with ABM content!

  1. Set expectations for measurement and set new KPI’s.  Filling out lead forms may mean a lot in the inbound world, but engagement means more when you’re thinking along ABM lines.
  2. Get personalized with your content.  Show that you care about your targeted accounts.
  3. Know when to use gated vs. ungated content.  Balance giving away your content with keeping your targeted accounts engaged.


If you're looking to go to an ABM conference in August, we gotcha. Check out the #FlipMyFunnel Conference: http://bit.ly/2HiJ9pS

Because you're listening to the podcast, we'll hook you up with a promo code for 15% any ticket.

Use the promo code: PODCAST

Jun 14, 2018
118: The Future of ABM (Part I): The Brutal Truth

Account Based Marketing is B2B Marketing.  That might sound like a bold statement, but it’s true!  If you look at marketing trends over the past 15 years, it’s mostly an evolution of technology tools.  Email marketing evolved from simple email blasts, to automated email campaigns, to predictive technology for lead capture.

But since ABM began to gain steam in 2015, we’ve seen an evolution in strategy, not tools. ABM isn’t just an improvement over an existing tool, it’s a whole new ballgame.

Over the next few weeks, we’re going to be going over the future of ABM and Part 1 is all about this brutal truth:  The reality is that the value of marketing in totality is defined by sales.


If you're looking to go to an ABM conference in August, we gotcha. Check out the #FlipMyFunnel Conference: http://bit.ly/2HiJ9pS

Because you're listening to the podcast, we'll hook you up with a promo code for 15% any ticket.

Use the promo code: PODCAST

Jun 13, 2018
117: Transitioning From CMO to CEO w/ Mark Stouse

Making the leap from CMO to CEO takes you from a position requiring deep, specific knowledge to one that needs a broad perspective. How can professionals position themselves to transition and grow throughout their careers?

In this one Sangram interviews Mark Stouse, now CEO at Proof Analytics and former CMO at Honeywell. Mark is a marketer through and through, and notably, he's the first State Department speaker we've ever hosted on the podcast.

Mark transitioned from his long-time career in marketing to become a CEO. He came on the show to talk about that change and the journey he's been on. Sangram asked him about the roles of CEO and CMO and about how to make a transition like this one happen.

Jun 12, 2018
116: Personalize the B2B Customer Journey to Boost Demand w/ Jason Jue

B2B customers are changing, and it is more important than ever to be customizing the customer journey in order to boost demand. But how do you do that? Jason Jue has some ideas, and we think they’re outstanding.


We're hosting an event! A big event in Boston! Full of speakers like the wonderful Jason Jue! If you're interested in going and are looking for a promo code, look no further. 

For $50 any ticket, register with the promo code: PODCAST 

Link to event information: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

Link to event registration: https://www.eventbrite.com/e/2018-flipmyfunnel-b2b-marketing-and-sales-conference-tickets-41827436990?ref=ebtn&_ga=2.5873331.1051753625.1522350679-299429322.1502750038

Jun 11, 2018
115: What It Takes To Be A Modern CMO w/ Kyle Lacy & Justin Keller

Modern CMO’s wear a bunch of different hats.  And that involves being an expert in several different fields. Today we’re joined by two CMO’s who have had to check their traditional views of marketing at the door:

Kyle Lacy - Vice President of Marketing at Lessonly

Justin Keller - Vice President of Marketing at Sigstr

Kyle and Justin have learned three big lessons in their time as CMO’s:

  1. The job of a CMO is not like other executives, it’s a combination of many different jobs.
  2. Sometimes the most impactful things your marketing team can do are not scalable or even measureable!
  3. Your company’s brand is so, so important.
Jun 08, 2018
114: When to Bring in a Revenue Operator w/ Brad Smith

Brad Smith is an expert at developing a strong revenue operations team. He encourages companies to evaluate their need for a revenue operations team and be sure that they are properly focusing their energy to ensure revenue growth. 

P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

Jun 07, 2018
113: Working in Love Vs. Working in Fear

I believe we act out of two different ways to every situation in life:

Out of love or out of fear.

Let me explain.

In fear, you play the short game. You’re focused on very short-term goals to please others, and you’re afraid to take risks.  Self-protection and survival are your priorities that are rooted in insecurity.

In love, you play the long game.  You’re not afraid to take risks because you realize the possibility of failure is just part of the journey. Selflessness is your priority because you see that giving to others doesn’t take away from yourself!

You have a choice to make today. You can choose fear as you walk into your office and home OR you can choose love and truly give it all you have. I promise you that you will sleep well the night you choose to love.

This episode will help you determine if you are responding to your life in fear or in love!

Jun 06, 2018
112: The Creative Curve w/ Allen Gannett

Allen has written a book called The Creative Curve, in which he explores the myth that we are born creative, and how you too can be a creative genius.

All it takes is a lot of hard work, a little luck, and what Allen calls “The 4 Laws of the Creative Curve”.

Jun 05, 2018
111: 4 Keys to Successful Marketing-SDR Orchestration w/ Craig Rosenberg

There are 4 keys to orchestrating a marketing-SDR campaign, but it all starts with getting the whole organization to collaborate successfully.


If you're looking to go to an ABM conference in August, we gotcha. Check out the #FlipMyFunnel Conference: http://bit.ly/2HiJ9pS

Because you're listening to the podcast, we'll hook you up with a promo code for 15% any ticket.

Use the promo code: PODCAST

Jun 04, 2018
110: Account-Based Marketing for Small Teams w/ Charles Kollo

There's a myth out in the universe that small teams cannot excel at ABM. Well, Charles Kollo of MessageGears is here to break that myth.

As Terminus' Customer of the Month, Charles shares his team's best insights regarding their ABM program.

Jun 01, 2018
109: 3 Hacks to Be a Great Account Executive w/ Meg Zelman

You’ve got a quota to carry & a number on your back. Sales can be a grind, but rockstar salespeople find a way to constantly up their game.

Senior Account Executive at Terminus, Meg Zelman, shares her 3 daily hacks for being an incredible salesperson, including unique ways she learns from her peers, how to enjoy the long game of sales and working in some inspiration into her daily routine.

P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

May 31, 2018
108: The Last Career Guide You'll Ever Need

What if the best business advice you could get was told in the form of a japanese comic book? In this episode Sangram talks about Daniel Pink’s book “The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need.”

May 30, 2018
107: 3 Must-Have Elements of a Scalable Company w/ Chandar Pattabhiram

What three things does it take to build a $1B software company?  How do you move from the siloed, 4 Horsemen approach of pipeline generation to an allbound approach that aligns sales and marketing?  Veteran CMO, Chandar Pattabhiram, shares the answer to these questions and his venn diagram of the three key skills a modern CMO needs to be successful.

May 29, 2018
106: How The Top SDRs Overcome Obscurity & Crush The Competition w/ Ralph Barsi

Obscurity is one of the biggest problems that most SDRs deal with early on in their careers. If nobody knows who you are, how can you ever break out and become the SDR that you know you can be? Find out in this video presentation from Ralph Barsi.

May 28, 2018
105: How to Schedule Your Day to Be Exceptional w/ Morgan Ingram

For routine jobs, an hourly schedule is perfect for keeping you organized and focused. But, if your job doesn’t support that, you still need some sort of schedule to be exceptional. 

Continuing with our week looking back on the best 100 episodes, we’re calling back to an episode featuring sales hero Morgan Ingram.

Until the end of today, enter promo code: 100PODCAST for $100 off any conference ticket. Check out the link to register here: http://bit.ly/2kbNw95

May 25, 2018
104: The Future of Lead Scoring w/ Bryan Brown

Is lead scoring still relevant?

In the past, lead scoring was a way to determine if someone was a good-fit account. But it plays such a smaller role today with an ABM focus.

The future is account-based scoring—but that’s not synonymous with lead-based scoring.

P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

May 24, 2018
103: Importance of Journaling

You can commit to the rest of your 2018 goals by doing one thing right now.

Start journaling.

As part of our flashback series (celebrating 100 episodes of the #FlipMyFunnel, we're taking a look at episode 13. In this episode, Sangram argues the benefit of journaling as a tool for self-reflection and the achievement of goals. 

This week only, enter promo code: 100PODCAST for $100 off any conference ticket. Check out the link to register here: http://bit.ly/2kbNw95

Only two more days to grab this discount for yourself or your team!



May 23, 2018
102: Want Success in Business? Follow These 4 Steps w/ David Cancel

One-time success in business means nothing.  To really “make it,” you’ve got to learn how to find that same amazing result again and again.

As part of our flashback series (celebrating 100 episodes of the #FlipMyFunnel Podcast!), we’re going back to Episode 2, an interview with David Cancel, CEO of Drift.  

This week only, enter promo code: 100PODCAST for $100 off any conference ticket. Check out the link to register here: http://bit.ly/2kbNw95

David shared some insights on four simple rules for cutting through the clutter of today’s noisy environment:

  1. Focus on the basics
  2. Establish a progression mentality
  3. Follow your spidey senses
  4. Develop a growth mindset
May 22, 2018
101: 8 Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs w/ Matt Heinz

In honor of releasing our 100th episode, we’re taking the time to look back at some of our favorite episodes from the past few months! We’re starting with our 6th episode from Matt Heinz who will be speaking at the #FlipMyFunnel Conference in Boston on August 8th.

Enter promo code: 100PODCAST for $100 off any conference ticket. Check out the link to register here: http://bit.ly/2kbNw95

In a past talk, Matt shared eight keys to integrate account-based marketing with your sales team’s existing target account program.  That’s you, as a marketer, fitting into their plans—not the other way around. Studies show that the more integration marketing and sales have with each other, the higher percentage of revenue goals they achieve.

But it all has to start somewhere.  Matt believes you need to make the sales team an early partner and collaborator.   More than that, you need to make them the leader and build from their methods.

Check out Episode 101 for Matt’s full talk!

May 21, 2018
100: Celebrating 100 Episodes of the #FlipMyFunnel Podcast!

Cue the Rocky theme music,  we’ve made it to 100 episodes!  100 episodes since January 1st. We’re pretty pumped about that.

And we’re taking a minute to celebrate.  A huge thank you goes out to all of the people who have been on the show, who have listened to the show, and who have expressed interest in joining us for future episodes!

Join us as we celebrate our first 100 episodes, look back at some of our favorites, and get excited for what the future holds!  

To see all 76 people who have been featured on the podcast and their episodes, check out this blog: https://flipmyfunnel.com/76-heroes-from-100-episodes/ 

May 18, 2018
99: Keys to Customer Success: Humans Welcome. w/ Ryan Schwartz & Kyle Hardaway

Relationships are built with intention.

This week we sat down with Ryan Schwartz and Kyle Hardaway from Terminus to discuss customer success.  

There are several strategies these gentlemen use to humanize communication and ensure customer success, one of which is the use of video.  According to Kyle and Ryan,

  • Video humanizes communication by allowing us to read body language and put a face to our communication.
  • It breaks down physical barriers and allows us to get to know clients
  • It is less formal, making way for people to be more authentic
  • It allows for us to be “an extension of their team”
  • It shows customers that you are committed to giving them your full attention

According to Ryan, “SDR is the short game and customer success is the long game.”  It takes time and intentionality to build and sustain those relationships.

But once those relationships are in place, prospective clients are more likely to listen.  Listening gives folks the tools to have success. Success means you up-serve and retain more clients.  

Finally, customer success takes a willingness to continue to show up in new and different ways.  How do I stand out as not just another vendor but someone that is proactive in their approach? Makes clients feel like people not numbers?  Always keeps others guessing?

Differentiate yourself. Be human.


P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

May 17, 2018
98: The 22 Immutable Laws of Marketing: A Breakdown from Sangram

Despite being a mere two hour read, The 22 Immutable Laws of Marketing provides immense clarity. Detailed amongst the 22 immutable laws, reside lifelong lessons that are extremely relevant to people in Marketing and Sales; as well as if you’re someone who's building a leadership team, a company and you’re grappling with associated challenges.

While most people and organizations are focused on pursuing the trends and changes occurring throughout the world’s markets, this book instead makes a brilliant case as to why we should stay grounded in what’s not changing.

In other words, the 22 immutable laws.

In this interview, Sangram chooses to focus on his three favorite laws of the 22.

One of the biggest realizations one could make through the explanation of the laws of leadership, category and focus is that Marketing is a battle of perceptions.

When it comes down to it, in order to gain a competitive advantage in order to win the hearts and minds of your target market, the first step is to change the way you think about Marketing … you need to change your perceptions.

Then after applying the “22 Immutable Laws”, the rest will fall into place.

May 16, 2018
97: In Search of the Customer Promised Land w/ Andy Raskin

How would you want customers to answer this question:  

How has (insert your company’s name) changed your life?

According to strategic storytelling consultant Andy Raskin, The Promised Land lies at the intersection of the change in the life of the customer to which we are committed and the undeniable relevant change in the world which makes that change necessary.

We all want to be customer centric, yet often our mission statements reflect what WE want for our customers rather than being reflective of our actual customer.

If we can reframe the company narrative with the customer as both warrior and hero alike, we will tell a more compelling and strategic story.  The language of that story will drive our actions and overall strategy as a company.

And before we know it we won’t just want to be customer-centric….we actually will be.

May 15, 2018
96: ABM Success: Invoca's Journey from Implementation to Optimization w/ Julia Stead

Julia Stead, Director of Demand Generation for Invoca, discusses the successes and challenges of their implementation and optimization of ABM over a one-year period.

May 14, 2018
95: Chasing Moments as an SDR w/ Seyar Karimi

Why is it important to "chase moments" both personally and professionally?

Seyar Karimi is a Senior Business Development Representative at Uberflip. Seyar wrote a piece for the #FlipMyFunnel blog that you can find here: https://flipmyfunnel.com/chasing-moments-and-talking-to-strangers/



May 11, 2018
94: Glass Balls vs Rubber Balls w/ Meg Zelman

On this episode of the #FlipMyFunnel podcast, we give a huge shout out to all the moms. Whether they’re full time working moms or stay-at-home moms, or anything in between, we couldn’t do anything without them. Meg Zelman from Terminus is here to talk all about motherhood.


P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

May 10, 2018
93: How to Tell Better Business Stories

What do all great movies have in common?

According to Donald Miller’s Building a Story Brand, there’s a hero, a problem, and a guide.

Most companies think that they’re the heroes, when in all reality, we are the guides. We don’t save the day, we come alongside the hero (marketer) to help them save the day.

At the end of the day, no product or platform can solve everybody’s problem. That is done by people, not products.

Have you positioned yourself to be the guide? Or are you still trying to be the hero?

May 09, 2018
92: Tour of Duty w/ David Keil

How do some companies create loyalty between themselves and their employees while others watch talented staff and executives click through a turnstile?

According to the guys who founded LinkedIn, the secret to corporate loyalty lies in creating a tour of duty framework.

I recently interviewed David Keil (pronounced Kyle), founder and chief executive of QASymphony. We talked about how he's applying the tour of duty concept at his company.

David discovered tour of duty on a flight to Vietnam when he opened the book The Alliance: Managing Talent in the Networked Age by LinkedIn founders Reid Hoffman and Chris Yeh. Technology companies are particularly vulnerable to high turnover, so when Hoffman and Yeh started LinkedIn, they decided their new company would be the outlier.

That's why they created a tour of duty.

May 08, 2018
91: Ready, Set, Start: Rocking ABM Account Selection from A to Z w/ Lisa Skinner

The world is full of marketing challenges. Win rates need to be higher, there’s a lack of sales and marketing alignment, a businesses need to be more efficient across the board. So how do you really focus in and select the right ABM accounts? How do you know what to pursue? Lisa Skinner of Localytics has the answers.

May 07, 2018
90: How Should You Budget for ABM?

In this episode, Kaitlin Lutz talks with Sam Melnick, VP of Marketing at Allocadia, all about how to budget for ABM. 

This episode is based off a blog that Sam wrote on the #FlipMyFunnel blog: https://flipmyfunnel.com/how-should-you-budget-for-abm/


May 04, 2018
89: Making the Move from SDR to Marketing w/ Allie Butters

Going through an acquisition can be tough.

When adding a transition from sales to marketing, the path becomes steep.

Allie Butters, Marketing Lead with BrightFunnels shares with us the journey of both an acquisition as well her transition from an SDR to marketing. You’ll get the inside story of how she navigated the landscape and real lessons that can be applied in similar situations.

Realizing that sales and marketing have more in common than most people think, she offers practical advice on how she’s thriving and growing her team; lessons that you can use in your career.


P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

May 03, 2018
88: The Difference Between Giving Up and Letting Go

Everybody has those days when it feels like the cards are stacked against them. But how do tell the difference between giving up, and simply deciding to let go? What needs to shift in your mindset to make the change? Sangram is here to tell you.

May 02, 2018
87: Book Publishing: Do’s and Don'ts w/ Amy Fandrei

Your story is a good one.

It has the ability to connect and resonate.

It’s book worthy, but how do you make that leap?

Imagine being able to write a book and knowing what pitfalls to avoid and what tricks will save you time.

Amy Fandrei, publisher with Wiley Publishing, opens up to share what are the most effective tips and tricks to get your idea or story into a book.

She’ll also walk through both a success and a failure and disclose why publishing a book is a great idea.

May 01, 2018
86: Forget the Fluff: A Practical Approach to ABM w/ Kristen Wendel

Kristen Wendel, Director of Marketing Operations at Planview, (Previously Director of Marketing Operations at VersionOne) shares how her team uses insightful tools to build a practical pipeline of marketing qualified leads and accounts.

Apr 30, 2018
85: How Reply Marketing Can Help with Sales w/ Matt Benati

Email marketing is a huge component of a campaign and when we let replies just drop, we lose the potential of future customers.

When we focus on reply marketing, we can essentially help our sales team gain more valuable information on the customer making the customer journey more specific.

When we send out newsletters and continuously send them monthly or quarterly there may be a low response ratio, but we found that it generates 20% net new additions to the database.

When a customer sends back an automatic response we can take that information to gain more insight in the future prospect. It can give us a much higher connect ratio, a much more engaged conversation, it will enhance the list of people we have, and update further information about them (i.e ask about their vacation, how they are feeling after being sick out of office, etc.).

Apr 27, 2018
84: Balancing Customer Happiness and Success w/ Jason Katz

Keeping customers happy is the goal, right?

Not always.

Often, a customer won’t stick around with a service provider if they don’t succeed in their goals.

Even if that customer is happy with the service.

Fortunately, we had Jason Katz—Manager of Retention Operations at Terminus—on the #FlipMyFunnel podcast to dish out some advice in keeping that balance between happiness and success.


P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

Apr 26, 2018
83: Lessons From Peter Drucker’s “The Effective Executive”

Effective enterprise leaders ask themselves two questions:

What needs to be done?
What is right for the company?

Peter Drucker gives both of these points away in the first page of his book The Effective Executive. These may seem simple. They are. And they have amazing returns.

Not only does Peter give these away, he gives us a specific plan of attack. On this episode, you’ll get an inside peak from the minds of one of the executive greats. We tell you his plan on how to ask the right questions, communicate effectively with your team, and maximize your productivity.

Apr 25, 2018
82: 3 Big Questions for Sales Leaders w/ Dan Ross

Our guest today is Dan Ross, SVP of Commercial Sales (SMB) at Salesforce.

In this one, Sangram asks Dan three questions about his experience in a leadership role in sales for Salesforce:

1) How do you think about leadership?

2) What are the trends that have changed the way sales is done?

3) What are the best leadership traits for salespeople?

Apr 24, 2018
81: Fall Crazy in Love with Account-Based Social w/ Amelia Ibarra

You've been sending customized emails from your sales team, and it's going great. Except for social media. How can you make account-based solutions for social media work for you?

Amelia Ibarra, who at this time served as the social media and influencer manager for Everstring (now, Sr. Demand Gen Manager at SaaStr) gave #FlipMyFunnel four steps to fall in love with account-based solutions. Using these steps, Amelia moved her company from generic ad targeting to account-based management. In one month, that change resulted in a fivefold increase in Everstring's number of leads from Twitter.

According to Amelia, account based social management is an added touchpoint to a campaign. 

Connect with Amelia on Twitter: @miadia

Check out more sessions like Amelia's at the #FlipMyFunnel Conference on August 8th in Boston: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

(Use promo code PODCAST for a discount on tickets!)

Apr 23, 2018
80: How to Humanize B2B w/ Andrea Neiman

What does "humanizing B2B" mean? And why should you care about it? All of that and more in this episode with the incredible Andrea Neiman. 


Apr 20, 2018
79: How to Transition Sales to ABM w/ Mike Venable & Robert Beckwith

Getting your sales team on board with ABM is not always easy.

Mike, Robert, and Sangram discuss what transitioning sales to ABM actually entails, and why it's incredibly important, in this #OneTeam episode. 


P.S. If you're interested in going to the 2018 #FlipMyFunnel Conference in Boston, use the promo code: ONETEAM to get discounts on your tickets. 

Link to check out the conference and tickets and all that jazz: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

Apr 19, 2018
78: The Secret to More Power and Influence

Cluttered schedules and pipelines are the norm.

Imagine how much more productive you could be if you stripped away those things that aren’t worth the time you spend doing them.

What would it take for you to do that?

In this one, Sangram talks about a simple way to start setting your priorities straight.

It’s as easy as saying “No.”

Apr 18, 2018
77: How to Measure ABM Success w/ Masha Finkelstein

Have you struggled to measure ABM success with your sales and marketing teams? Have you struggled to understand the concept of ABM? Both of those are very different questions. However, in this episode, Masha and Sangram discuss the solutions to both.

Apr 17, 2018
76: Putting the "B" Back in B2B w/ Kevin Bobowski

It’s not easy to succeed in a B2B company.

There are tons of distractions that will cause you to stray from what works, and to forget your purpose. It is easy to lose sight of your target market and to spend time marketing to the wrong people.

Kevin Bobowski, SVP of Marketing at BrightEdge, has plenty of experience in this area. He is a leader in development of go-to-market strategy and has tried-and-true B2B strategies that work.

In this one, he shares about his belief in account based marketing, and why this works.

Check out more sessions like Kevin's at the #FlipMyFunnel Conference on August 8th in Boston: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

(Use promo code PODCAST for a discount on tickets!)

Apr 16, 2018
75: The AMO You Need for Success on LinkedIn Ads w/ AJ Wilcox

Do you have your AMO?

LinkedIn ads are incredibly effective, but they’re spendy, so it’s imperative that you get them right. How do you do that? AJ Wilcox has a strategy.

Bring your “AMO.”

Check out AJ's blog on how to dig into LinkedIn ads here: https://flipmyfunnel.com/the-ammo-you-need-for-success-on-linkedin-ads/

Apr 13, 2018
74: The Power of Video Outreach w/ Morgan Gillespie

Morgan Gillespie from Terminus walks us through the lessons every SDR can learn about using video as your initial form of outreach to future customers. She offers tips, tricks, and advice on how to make video work for you.

Apr 12, 2018
73: To Sell is Human

Daniel Pink’s fabulous book “To Sell is Human” is groundbreaking. In this episode, Sangram breaks down five of the key lessons he’s learned from reading Pink’s book.

Apr 11, 2018
72: Persistence, Timing, and Humor: Unlikely Tools to Land That Meeting w/ Stu Heinecke

Stu Heinecke, author of How to Get a Meeting with Anyone has a great deal of experience landing sit down meetings with difficult-to-reach people.

He came on the show to share with us some of his top tips to help land that big, seemingly unattainable, meeting.

Apr 10, 2018
71: Getting More Diversity in Tech w/ Lori Richardson

More diversity on your sales team means more ROI. But far too often, not enough women apply. So how do you attract more qualified female applicants to your sales candidate pool?

Lori Richardson knows. She’s been a woman in sales for years, and currently serves as the President of WOMEN Sales Pros, and as the CEO of Score More Sales.

Her experience working directly in sales, as well as her decade and a half experience strategizing with B2B companies in their pursuit of shoring up higher sales volumes, has given her some perspective on how to attract women to your sales team.

She comes on our show today to give us her advice.

Check out more sessions like Lori's at the #FlipMyFunnel Conference on August 8th in Boston: https://flipmyfunnel.com/2018-flipmyfunnel-conference/

(Use promo code PODCAST for a discount on tickets!)

Apr 09, 2018
70: The Passion of the Nonprofit World w/ Oneisha Freeman

The nonprofit world gets a bad rap, and that’s a shame. Those in the nonprofit world can teach those of us in the ABM world a thing or two about passion and commitment and loving what we do.

Apr 06, 2018
69: What Are Professional Services and When Should You Buy Them? w/ David Pyrzenski

What are professional services and how/when should you buy and use them? David Pyrzenski is a VP of Professional Services at Terminus, and he has some outstanding advice.

Apr 05, 2018
68: V2MOM -The 5 Things Your Entire Team Should Write Down

V2MOM may sound like a corny acronym, but it is one of the most profound ways of understanding where you want to go and how to get there. You owe it to yourself to write your own V2MOM for both your personal and professional life.

Apr 04, 2018
67: Be the Hardest Working Person in the Building w/ Kenny Goldman and Derek Grant

In this one, Sangram interviews Kenny Goldman and Derek Grant about how to make an impact no matter your role, experience level, or title. 

Apr 03, 2018
66: Flood Your Funnel by Being the Smartest Person in the Room w/ Keenan

How can being the smartest person in the room get your prospects to actually pay attention to you? Keenan, CEO/President of A Sales Guy, is here to tell us.

Apr 02, 2018
65: Ten Minute Teardowns

Sangram and Kaitlin discuss the topics for some of the 10 minute teardowns at the upcoming #FlipMyFunnel Conference.

Sign up for the #FlipMyFunnel Conference here: 


Use the promo code: PODCAST to get your discount!

Mar 30, 2018
64: What Makes a Bad Sales Call Bad, and a Good Sales Call Good? w/ Alex Latraverse

Alex Latraverse, VP of Strategic Sales at Terminus discusses the qualities and practices that make a good sales call, and a bad sales call.

Mar 29, 2018
63: 5 Ways You Know You Are A One Night Stand Marketer

Marketers love trying to close the deal after the first meeting. Are you a one night stand marketer? Are you more focused on conversions than conversations? Sangram shares 5 ways you know that you’re a one night stand marketer.

Mar 28, 2018
62: Why Engagement is Marketing 2.0 w/ Jill Rowley

Marketing in today’s world is all about engaging with a potential buyer. Or at least it should be.

But too often, a seller simply automates the process. There’s no trust, no knowledge and no value to the buyer.

How many times have we all received an unsolicited email from someone who clearly sent out that same email to a thousand other buyers?  How did you feel?

Probably the same way our latest guest, Jill Rowley, Chief Growth Officer for Marketo feels about those emails.

Jill came on our show to tell us about engagement -- a whole new marketing philosophy.

Mar 27, 2018
61: How to Avoid the Status Quo w/ Joseph Jaffee

In this episode we hear from Joseph Jaffe, Co-Founder & CEO of Evol8tion.

Mar 26, 2018
60: Why Self Reflection Is Important in Your Career w/ Cory Munchbach

Our #WomenInMartech community is constantly growing and evolving and we are honored to celebrate them every chance we get. The game changer for this month is Munchbach, VP of Marketing at BlueConic. Cory is truly paving the pathway for successful women in business!

In the interview we discuss how the martech industry is shifting, leadership style and philosophy, being a woman in the workplace, and more.

Mar 23, 2018
59: 3 Things B2B Marketers Can Learn From The B2C Sphere w/ Bryan Brown

In this episode, we brought in our very own Bryan Brown, Chief Product Officer at Terminus, to chat about the difference between B2B and B2C marketing and what we, as B2B, can learn from the B2C sphere.

Mar 22, 2018
58: The 3 Parts of the Magic Triangle

Sangram explains the concept of the magic triangle and how its three parts can foster an environment where employees feel that they are unified and driven to achieving a common goal.

Mar 21, 2018
57: Your Ideal CMO May Not Exist w/ Tim Kopp

Your org is growing. Time to hire the perfect CMO.

But that person doesn’t exist.

At least not the way you think.

You’re probably thinking of a CMO who can ...

Build company culture
Create rapid, explosive growth
Speak tech, and translate it
Market your product(s) to consumers
Develop your brand

… Sure. But you’re looking for a unicorn, said our latest interview guest Tim Kopp, managing partner at Hyde Park Venture Partners.

Mar 20, 2018
56: A Proven Process to Implement ABM/ABS & Reach Decision Makers w/ Steven Bryerton

Steven Bryerton and the team at DiscoverOrg jumped from just under $1 million in revenue to $70 million in around 7 years. Learn the specific tactics they implemented to organize and their sales team and process to launch such tremendous growth.

Mar 19, 2018
55: Design: a Helpful Tool for Sales and Marketing w/ Shannel Wheeler

Design has a huge impact on sales and marketing. It helps with brand strategy, consistency, and trust.

Mar 16, 2018
54: From Peer to Manager w/ Alex Latraverse

When you’re a manager—especially a new one—it’s easy to forget that leaders are at their best when the people under them are at theirs. Here’s how to get back to the basics of building and developing your team members as people first.

Mar 15, 2018
53: 5 Keys to Your Personal Brand

We all have a personal brand, whether we like it or not. The question is, how are you taking care of yours? Are you nurturing it, or ignoring it? Here are 5 keys to bettering your personal brand.

Mar 14, 2018
52: Customer Success vs. Customer Happiness w/ Lincoln Murphy

Lincoln Murphy discusses the difference between customer success and customer happiness.

Mar 13, 2018
51: Methods, Models, and Metrics of Account-Based Revenue w/ Trish Bertuzzi

Trish Bertuzzi with Bridge Group, Inc. discusses why account types matters and techniques to make the most out of your account-based marketing strategy.

Mar 12, 2018
50: Start With One w/ Matt Amundson

Imagine a world where your business could only sell to one company.

What would you do? What would you ask your team to do? 

in this episode Kaitlin, Sangram, and Matt Amundson, VP of Marketing and Sales Development at Everstring, discuss how to find prioritize your perfect account. 

Mar 09, 2018
49: A Day in the Life of an Account Executive w/ Brad Wilkerson and Jim Tocci

Two weeks ago, Jim Tocci and Brad Wilkerson talked about what makes for a successful SDR.

Today, they talk about what makes for a successful AE.

The two, it turns out, are not that much alike.

Mar 08, 2018
48: 5 Lessons Learned From Doing a Daily Podcast

The last two months have blown my mind.

After cracking the iTunes charts and over 800,000 LinkedIn views in 2 months, without spending a dime in ad money, Sangram has learned a thing or two from podcasting and posting content based on the episodes.

Here are the five biggest lessons he's learned.

Mar 07, 2018
47: 4 Steps to Defining Your Brand Like a Genius w/ Tim Kopp

Positioning your brand.

People love to overcomplicate this. Or ignore it altogether because they have no idea how to tackle it.

So Sangram talked to Tim Kopp, General Partner with Hyde Park Venture Partners, about how to break it down into manageable chunks so you don’t have to have an existential crisis every time you try to describe your job.

Mar 06, 2018
46: Making Moments Matter w/ Jeffrey Rohrs

Marketers need to look at technological advancements to help make the customer’s journey more focused and to make each moment matter. Listen in to hear Jeffrey Rohrs, CMO of Yext, share his thoughts on maximizing every moment in the customer journey.

Mar 05, 2018
45: How AI Is Changing ABM

AI is more than just predictive marketing or marketing automation because it helps you see patterns that would otherwise be invisible.

Mar 02, 2018
44: 3 Questions to Determine Strategy in Business w/ Bryan Brown

Bryan Brown, Chief Product Officer at Terminus, shares his wisdom on strategy that has served him during his 17 years of success in the marketing tech industry.

There are three important questions to consider when determining strategy.

First is: where do you compete? Secondly, how do you differentiate? And lastly, can you transform your product into a platform?

Using these three questions as a guide, a successful strategy can be created to align and propel a company forward in its industry.

Mar 01, 2018
43: The 5 Ultimate Productivity Hacks

We all have the same 24 hours in each day.

The big question is, how do you make the most of those 24 hours?

Sangram shares his top 5 productivity hacks to get the most out each day.

Feb 28, 2018
42: Execution vs. Vision: A No-Brainer w/ David Politis

Why do some companies become great and others disappear?

Short answer: execution.

In this one we talk to David Politis, founder and chief executive of BetterCloud, about how execution, not vision, is the one thing that keeps a company from failing.

Feb 27, 2018
41: How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel w/ Tony Yang

Are you taking advantage of predictive?

At a #FlipMyFunnel event Tony Yang, VP of Marketing at Conversion Logic and former VP of Demand at Mintigo, talked about five ways predictive empowers your ABM strategy as you head down the flipped funnel.

And also why Qui-Gon Jinn from Star Wars was actually talking about ABM in one of his famous speeches!

Feb 26, 2018
40: How to Schedule Your Day to Be Exceptional w/ Morgan Ingram

For routine jobs, an hourly schedule is perfect for keeping you organized and focused. But, if your job doesn’t support that, you still need some sort of schedule to be exceptional.

Feb 23, 2018
39: A Day in the Life of an SDR w/ Jim Tocci and Brad Wilkerson

They are organized. They stick to a process. They focus on the wins. They are vital to many organizations.

Many times, people within the B2B space do not fully appreciate the role they play. What are “they”?


Both Jim Tocci and Brad Wilkerson of Terminus joined Sangram on this one to talk about a day in the life of an SDR.

Feb 22, 2018
38: A Modern Approach to PR

Sangram discusses how Terminus used innovative marketing techniques to advertise their new partnership with LinkedIn.

Feb 21, 2018
37: 5 Ways to Build A Winning Company w/ Scott Dorsey

How do you go from a one-person company to being listed on the NYSE?

On today's #FlipMyFunnel podcast, we spoke with Scott Dorsey, who spent over a decade building a wildly successful business.

He laid out five key ideas for anybody looking to build a winning company.

Feb 20, 2018
36: Pivoting a 175 Year-Old Company to ABM w/ Derek Slayton

How you define “The Universe” matters.

At least, it did when a 175-year-old company switched to ABM.

Derek Slayton, GM & Global Leader, Sales & Marketing Line of Business from Dun & Bradstreet, spoke at a #FlipMyFunnel event about how we, as marketers, need to focus on which “galaxies” are most opportune for us…

...and which “solar systems” we’re most capable of reaching.

Feb 19, 2018
35: Why Moving On Could Be Good for your Career

What if moving on from your current organization was the best career move you could possibly make?

Feb 16, 2018
34: The Future of Lead Scoring w/ Bryan Brown

There might not be a future for lead scoring.

In the past, lead scoring was a way to determine if someone was a good-fit account. But it plays such a smaller role today with an ABM focus.

In this one, Sangram interviews Bryan Brown, Chief Product Officer at Terminus, about the history of lead scoring—and why it’s not really necessary anymore.

Feb 15, 2018
33: How Being an Immigrant Shaped My Success

Being an immigrant has been a tremendous advantage for Sangram.

As he explains in this one, being an immigrant means he had to be self-reliant. It means he had nothing to fall back on. Not parents, not friends, not anyone.

Listen in to hear more of Sangram's immigrant journey.

Feb 14, 2018
32: How Advocate Marketing Is Building Successful Companies w/ Mark Organ

The world is changing.

We all know this.

Think about it: What do we do before we try a product or a service? We go and find reviews and information from others who have had experiences with those apps, companies, or restaurants.

I recently interviewed Mark Organ, co-founder and CEO of Influitive. A serial category creator, he knows that advocate marketing is one powerful tool that, if used correctly, can explode a company’s growth.

Feb 13, 2018
31: How to Make Your Accounts Love the Fact That You're Targeting Them w/ Tyler Lessard

What if the most exciting part of your day was being marketed to?

It’s not as crazy as it sounds.

Tyler Lessard, CMO of Vidyard, spoke at a #FlipMyFunnel event about how to make your accounts love the fact that you’re targeting them. He tells the story of how Vidyard's first ABM efforts flopped—until they discovered a simple, amazing way to customize their targeting.

Feb 12, 2018
30: How to Scale Content Marketing for an ABM Strategy

Not all accounts are created equal.

If you really want to scale content marketing, you have to start treating your accounts differently.

In this episode, Sangram and Kaitlin discuss a blog post from B2B marketing leader Cynthia Stephens about how to scale content marketing for an ABM strategy.

Feb 09, 2018
29: The Player-Coach Relationship Between SDRs and Their Managers

Transitioning to quality from quantity in sales is tough on everyone in your organization, but as you’ll learn from Terminus’s Ryan Vitello and Stuart English, focus is your key to success.

Feb 08, 2018
28: You Should Read These 3 Books

Reading is an invaluable way to keep your mind fresh and able to confront the obstacles of day-to-day life. Here are three of my favorite books.

Feb 07, 2018
27: Think and Grow Rich Company Culture w/ Katie Burke

In order to cultivate exceptional company culture, you need to “Think and Grow Rich.” Sangram sits down with Katie Burke, Chief People Officer of Hubspot, to talk about the importance of company culture.

Feb 06, 2018
26: The Other ABM: How Attention Based Marketing Fast Tracks Sales Readiness w/ Elle Woulfe

Elle Woulfe, VP of Marketing at LookBookHQ, discusses how ABM holds on to a marketer’s most precious commodity—buyers’ attention.

Feb 05, 2018
25: Consequences of Not Prioritizing the Customer and How to Get Back on Track

Businesses go under for a lot of reasons.

But there’s one that stands out more than others:


When you don’t prioritize the customer, there are consequences.

And they’re not pretty.

In a blog post on our site Cori Pearce, Director of Marketing at ChurnZero, wrote about how to get back on track if you have a churn problem. Listen in to hear us cover the highlights of Cori’s post.

Feb 02, 2018
24: How to Use ABM to Upsell and Expand Your Business Offerings w/ Chris Reene

ABM is not about doing using the same tactics over and over again. It’s about using creative means (cross-selling, upselling, and encouraging expansion) to hit revenue goals.

Listen in to hear all this and more from Chris Reene, Enterprise Account Executive at Terminus.

Also, learn why Chris stopped wearing socks! Weird...

Feb 01, 2018
23: Lessons Learned From My First Sale at Terminus

Selling to the first customer is not an easy task but there are lots of lessons that can come out of it. Sangram shares his experience to sell to the first customer of Terminus and you don't want to miss what he did when the customer asked for the price!

Jan 31, 2018
22: The 5 Factors of Success in Entrepreneurial Leadership w/ Godard Abel

In this one we talk to Godard Abel, Co-founder and Executive Chairman at G2 Crowd and CEO at SteelBrick before he sold it to Salesforce, about how there are many different factors in determining the success or failure of a leader or business.

Jan 30, 2018
21: The Big 5 Metrics for Account-Based Marketing w/ Jon Miller

Jon Miller, CEO of Engagio, shares the big 5 metrics for account-based marketing.

Jan 29, 2018
20: Customer Experience is Everyone's Responsibility w/ Sue Duris

Sue Duris, Director of Marketing and Customer Experience at M4 Communications, wrote about three things C-suite Execs must do in order to NOT be lying when they say “customer experience is everyone’s job.”

We talk about those three things in this episode.

Find Sue's post here.

Jan 26, 2018
19: How to Give Your SDRs Enough Time for Personal Connections w/ Todd McCormick and Peter Herbert

Don’t let your SDRs waste their time chasing 500 different accounts.

In this one, Todd McCormick and Peter Herbert talk about how to give your SDRs time back in their day to make real, personal connections.

Jan 25, 2018
18: 3 Steps to Marketing Magic

There are three steps marketing teams are taking to humanize the B2B process, and they all involve creating better environments for positive work relationships.

Jan 24, 2018
17: Blockchain Marketing: From Customer to Investor w/ Travis Wright

In this episode Travis Wright, author of the book Digital Sense, talks about blockchain and the applications to us as marketers.

Jan 23, 2018
16: Insights From 10 Years of Inbound Marketing w/ Kipp Bodnar

Marketers aren’t trusted because more often than not, they don’t take time to develop relationships. Kipp Bodnar, CMO at HubSpot, has over 10 years of experience in the field with results to prove that taking the time to make real connections online leads to real results.

Jan 22, 2018
15: Direct Mail Is Alive and Kicking With Account-Based Marketing w/ Sudhir Kumar

How could something as low-tech as direct mail possibly be effective in the digital age?

Sudhir Kumar, Marketing Director at BPI ROK, wrote a great article on the subject, and we took a lot away from it.

Jan 19, 2018
14: How to Hire Great Talent to Build your SDR Team w/ Lucas Ulloque

Hiring & Investing in great talent is crucial to building a successful SDR. Listen in to hear Lucas Ulloque, Director of Sales Development at Terminus, talk about four more crucial keys.

Jan 18, 2018
13: The Importance of Journaling

Sangram argues the benefit of journaling as a tool for self-reflection and the achievement of goals.

Jan 17, 2018
12: Why Same is Lame, and How to Create Word of Mouth w/ Jay Baer

In this one I interview Jay Baer, NYT Best Selling author, blogger, and founder of Convince and Convert, about his 25 years in digital marketing, how to create word of mouth, and why irrelevant content might be slowly destroying your brand.

Jan 16, 2018
11: My ABM Journey: Don’t Make The Mistakes I Did w/ Jeff Soriano

In this talk, Jeff Soriano discusses why successful ABM is about changing your mind.

Jan 15, 2018
10: Two Mistakes Management Makes with Sales Development

I see it constantly.

Well-meaning management teams making critical mistakes with their sales development.

What are those mistakes? Our friend Joe Toste, Enterprise Account Executive at Mokriya, wrote about two of them, and we share them here.

Jan 12, 2018
9: How to Get #OneTeam Buy-In

How do you get total #OneTeam buy in from the entire organization?

Jan 11, 2018
8: Are You a Manager or a Leader? 5 Areas to Examine w/ Sangram Vajre

Are you a manager or a leader? These five assessments will tell you.

Jan 10, 2018
7: Develop Your 6th Sense on Why Some Companies Succeed w/ Kelly Ford

All around we see a variety of companies thriving and others who are struggling.

The secret to why companies succeed can be achieved when market, product and execution are in balance.

Kelly Ford, CMO of Edison Partners joined us to provide her 6th sense wisdom on the key characteristics that successful companies are paying attention to when taking growth to the next level.

Jan 09, 2018
6: 8 Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs w/ Matt Heinz

The secret to achieving your revenue goal is right down the hall from you.

And no, you don’t need to change very much.

In a past talk, Matt Heinz presented eight keys to integrate account-based marketing with your sales team’s existing target account program.

Jan 08, 2018
5: Got Churn? 8 Questions Your Organization Should Be Asking Itself

Would you trust your customers with your life?

On the flip side of the same coin, customers need to trust you with theirs, if they’re sticking around long term.

In this episode, we talk about an article that Kelly Ford wrote for the #FlipMyFunnel blog.

Jan 05, 2018
4: The 3 Keys to Creating a #OneTeam Culture

In this episode, Sangram talks with Terminus' Chief Revenue Officer (Todd McCormick) and VP of Marketing (Peter Herbert) about creating a #OneTeam culture.

Jan 04, 2018
3: Sangram's WHY

Your why is the thing that keeps you oriented towards what really matters in life.

What’s your why?

Jan 03, 2018
2: Want Success in Business? Follow These 4 Steps w/ David Cancel

One-time success in business means nothing.

To really “make it,” you’ve got to learn how to find that same amazing result again and again. And again.

In this episode I interview David Cancel, CEO of Drift, who shared some insights with me on the steps to success in business.

Jan 02, 2018
1: What to Expect From This Podcast in 2018

There’s a giant change coming to The #FlipMyFunnel Podcast in 2018.

In this episode, we tell you what it is.

Jan 01, 2018