Seismic’s Heather Cole and Steve Watt have been taking to the airwaves to discuss today’s top go-to-market topics on the Go-to-Market Magic podcast. The show has been chock-full of “aha!” moments and actionable advice from enablement experts, sales savants, marketing maestros, and social selling specialists.
Here are just a few of the biggest lessons we’ve learned in the first five episodes.
How to be a seller that buyers actually want to speak to
On the first episode, Samantha McKenna, Founder of #samsales Consulting, joined Heather and Steve to share her unconventional approach to selling and buyer engagement. Among other insights, she emphasized the value of sharing helpful content on social media to build trust and drive the business forward.
“I’m not here to sell you. I’m here to truly help you. By helping you, I’m getting great exposure. I’m getting people to share our content far and wide on social channels, on LinkedIn, in the comments, through DMs, and that is selling us just because our expertise is out there,” says Samantha.
It’s not easy to cut through the clutter and capture the attention of your busy customers and prospects, but Sam gave us tangible advice on how to do just that.
Listen to the episodeHow to support your enablement team in unconventional ways
Dave Lichtman, Founder and CEO of Enablematch, joined Heather and Steve on the second episode of Go-to-Market Magic. They talked shop about all things enablement, including how to support your team when times are tough.
“Think about a hybrid enablement function,” says Dave. “I mean FTEs [full-time employees] and hyper-specialized contractors who you bring in for discrete jobs and discrete projects. That type of approach is a whole new way to think of enablement as a motion and it unlocks a lot of doors.”
Dave taught us the power of thinking beyond headcount when it comes to supporting your enablement team.
Listen to the episodeHow to tell a compelling ROI story
Heather and Steve were joined by Sangram Vajre, Co-Founder and CEO of GTM Partners, for episode three. With his strong background in account-based marketing (ABM) and go-to-market strategy, he shared his tips on how to overcome a variety of GTM challenges, including how to teach your customers to tell a compelling ROI story.
“What companies need to do, especially in 2023 right now, is help your customers tell a good ROI story,” says Sangram. “If you cannot teach your customers to speak that language with their CFO and CEO, you’re going to see a huge churn at a lot of different companies.”
With so many challenges facing GTM teams today, Sangram’s guidance is worth a listen.
Listen to the episodeHow to use data and dialogue to strengthen global enablement
Georgia Watson, IBM’s Sales Enablement Leader for Australia, South East Asia, New Zealand, and Korea, joined Heather and Steve for an insightful discussion about enablement on a global scale.
“The key thing is really to understand what’s happening on the ground,” says Georgia. “There’s the maturity of your sellers, there’s maturity of the market that you need to factor in, and then you really need to think about the actual context — what’s going on for your sellers right now, and then what are those kinds of cultural differences? Because all of those play a huge role in whether something is going to land and add value for your audience and, in turn, the business or not.”
Georgia also shared real-life stories on how she’s turned to both data and dialogue to build better enablement programs.
Listen to the episodeHow to build a lasting social selling program
Heather and Steve were joined by David (D. Fish) Fisher, Global Social Selling Lead at SAS, for episode five. He emphasized the importance of focusing on building relationships on social, rather than growing a large following.
“Even when we think about building a (social selling) program, you’re not trying to get a bunch of people who are social media superstars. You’re trying to get people to be comfortable engaging with that network that they would have had 20 or 30 years ago – that they would have engaged at events, at conferences, and industry trade shows throughout the year. Now, they just have a place to connect with those people more regularly in the digital space,” says David.
Listen to the episodeHow to stay up to date on the latest GTM-relevant conversations
There’s more where that came from. We’re releasing new episodes of Go-to-Market Magic every other week featuring bold leaders and visionaries paving the way for growth. Follow the show on Youtube, Spotify, or your favorite podcast app so that you never miss a moment of the magic.
