Unicorny
169 episodes - English - Latest episode: 4 days ago -Welcome to Unicorny, a podcast about the business and practice of marketing, how it creates value, who's doing it well, and how marketing helps businesses win the future.
Unicorny seeks to answer the question: how do I create value for my business?
We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.
This podcast uses the following third-party services for analysis:
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Episodes
73. Departmental myopia: the internal trade off between efficiency and innovation
July 18, 2024 04:01 - 25 minutes - 34.8 MBIn this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships. Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives. They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both operational efficiency and creative innovation. Blair introdu...
72. Transforming agency relationships: From outputs to outcomes
July 16, 2024 04:01 - 26 minutes - 35.9 MBToday's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”. They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationships to foster mutual success. Challenges in the client-ag...
71. Thesis-Driven Marketing: you heard it here first
July 11, 2024 04:01 - 29 minutes - 40 MBWelcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing. Understanding the impact of frequent pricing and packaging experiments on growth Key elements of effective value-based pricing Methods for managing packaging t...
70. How entrepreneurs create value
July 09, 2024 04:01 - 26 minutes - 35.7 MBIn this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressing the importance of growth and innovation. He shares his journey from launching multiple startups to leading marketing at Paddle, and provides st...
69. Death to ROI! Marketing is not a profit centre.
July 04, 2024 03:00 - 28 minutes - 25.7 MBWelcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing. Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying cycles of customers. Understand the 95/5 rule and its implications for demand creation. Learn why brand marketing matters even when customers aren't in the market. Explore the pitfalls of using R...
68. The truth about demand creation? It’s a lie.
July 02, 2024 03:00 - 25 minutes - 23.7 MBCurious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of trying to create it. You'll also hear about the importance of strategic branding and the pitfalls of relying solely on lead generation. Learn a...
*BONUS episode*: Propolis Community Index and B2B Ignite preview
June 29, 2024 04:00 - 24 minutes - 34 MBIn this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London. Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trends shaping business marketing. We dive into insights on budget allocations, customer growth, and the evolving structure of marketing teams. Plus, get a sneak peek at what’s in store at B2B Ignite, in...
67. Why Globalocal marketing’s the right approach
June 27, 2024 03:00 - 31 minutes - 43.8 MBIn this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Events Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevance. Maya shares practical advice on optimising resources, the importance of continuous learning, and effective leadership strategies to manage resistance to change. Key Takeaways: Benefits and d...
66. Field marketing: where outside-in begins
June 25, 2024 03:00 - 30 minutes - 41.5 MBJoin Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consistency. Get ready for practical tips on crafting events that truly resonate, building trust within your team, and turning real-time customer feedback into winning strategies. How field marketing br...
65. Positioning power play: how to make difference pay
June 20, 2024 03:00 - 27 minutes - 31.6 MBDiscover the keys to effective product positioning with April Dunford, one of the leading experts in the field. In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional customer feedback can mislead and find out the right questions to ask for actionable insights. How to leverage your sales team for competitive insights. The importance of understanding customers' pain ...
64. Perfect positioning: April Dunford's playbook for success
June 18, 2024 03:00 - 30 minutes - 27.9 MBIn this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning. April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between existing customers and new prospects. This episode provides actionable strategies for rethinking po...
63. Market share masterclass: blending organic growth and M&A
June 13, 2024 03:00 - 23 minutes - 21.9 MBIn part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies. The importance of blending organic growth and M&A strategies. How to stay agile and avoid complacency in long-term contracts. The evolving role of marketing and ...
Market share masterclass: blending organic growth and M&A
June 13, 2024 03:00 - 23 minutes - 21.9 MBIn part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies. The importance of blending organic growth and M&A strategies. How to stay agile and avoid complacency in long-term contracts. The evolving role of marketing and ...
62. Segmentation secrets: precision marketing in niche markets
June 11, 2024 03:00 - 26 minutes - 24.2 MBIn this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true business growth. The shifting roles of agencies and their impact on businesses; The importance of...
Segmentation secrets: precision marketing in niche markets
June 11, 2024 03:00 - 26 minutes - 24.2 MBIn this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true business growth. The shifting roles of agencies and their impact on businesses; The importance of...
Unlock the secret to beating imposter syndrome in branding
June 06, 2024 03:00 - 22 minutes - 20.4 MBIn this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence among marketers. What’s the connection between jargon and imposter syndrome, and how can marketers regain control of their brand strategy? Understand the link between jargon and imposter syndrome Strate...
61. Unlock the secret to beating imposter syndrome in branding
June 06, 2024 03:00 - 22 minutes - 20.4 MBIn this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence among marketers. What’s the connection between jargon and imposter syndrome, and how can marketers regain control of their brand strategy? Understand the link between jargon and imposter syndrome Strate...
Cut the Jargon: Simplifying brand strategy for better results
June 04, 2024 03:00 - 33 minutes - 30.9 MBIn this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how aligning your brand’s purpose with business activities enhances authenticity and learn about the crucial role leadership plays in this process. Are you struggling with marketing jargon and agency challenges? Sarah offers practical solutions to simplify your brand’s mess...
60. Cut the Jargon: Simplifying brand strategy for better results
June 04, 2024 03:00 - 33 minutes - 30.9 MBIn this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how aligning your brand’s purpose with business activities enhances authenticity and learn about the crucial role leadership plays in this process. Are you struggling with marketing jargon and agency challenges? Sarah offers practical solutions to simplify your brand’s mess...
59. Data, sales, strategy: marketing's C-Suite blueprint for success
May 30, 2024 04:00 - 22 minutes - 20.3 MBIn this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are you leveraging your data to its full potential? Let’s find out how you can sharpen your approach. Critique of dashboard metrics and the biases they introduce The importance of hypothesis-driven str...
Data, sales, strategy: marketing's C-Suite blueprint for success
May 30, 2024 04:00 - 22 minutes - 20.3 MBIn this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are you leveraging your data to its full potential? Let’s find out how you can sharpen your approach. Critique of dashboard metrics and the biases they introduce The importance of hypothesis-driven str...
58. Battle of Beliefs: Does professional certification kill marketers instinct?
May 28, 2024 04:00 - 23 minutes - 21.4 MBIn this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and diminish competitive advantage? Weighing the merits of making marketing a formal profession—necessary organisation or a barrier to creativity? The role of data in marketing: valuable tool or potent...
Battle of Beliefs: Does professional certification kill marketers instinct?
May 28, 2024 04:00 - 23 minutes - 21.4 MBIn this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and diminish competitive advantage? Weighing the merits of making marketing a formal profession—necessary organisation or a barrier to creativity? The role of data in marketing: valuable tool or potent...
Sayonara Silos! The power of cross-functional teams in marketing
May 23, 2024 04:00 - 24 minutes - 33.8 MBIn this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams," and how digital transformation is reshaping B2B marketing. Can your organization truly put customers at the centre of everything it does? Listen in as they uncover key lessons such as: Breaking...
57. Sayonara Silos! The power of cross-functional teams in marketing
May 23, 2024 04:00 - 24 minutes - 33.8 MBIn this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams," and how digital transformation is reshaping B2B marketing. Can your organization truly put customers at the centre of everything it does? Listen in as they uncover key lessons such as: Breaking...
How to change KPI chaos into customer bliss
May 21, 2024 04:00 - 22 minutes - 31 MBWhat’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls. With over 20 years of experience in marketing and communications, Geraldine brings a wealth of practical advice on aligning sales and marketing for business success. Can you optimise your conversion rates and create loyal customers at the same time? ...
56. How to change KPI chaos into customer bliss
May 21, 2024 04:00 - 22 minutes - 31 MBWhat’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls. With over 20 years of experience in marketing and communications, Geraldine brings a wealth of practical advice on aligning sales and marketing for business success. Can you optimise your conversion rates and create loyal customers at the same time? ...
55. Mastering chaotic markets with advanced management techniques
May 16, 2024 04:00 - 25 minutes - 34.8 MBHave you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models? In this episode you'll hear: Further exploration of leadership roles in Beyond Budgeting Strategies for fostering organizational adaptability Techniques for sustaining business performance in unpredictable markets Methods to align corporate strategies with real-time market conditions This session offers practical ...
Mastering chaotic markets with advanced management techniques
May 16, 2024 04:00 - 25 minutes - 34.8 MBHave you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models? In this episode you'll hear: Further exploration of leadership roles in Beyond Budgeting Strategies for fostering organizational adaptability Techniques for sustaining business performance in unpredictable markets Methods to align corporate strategies with real-time market conditions This session offers practical ...
54. Why marketers need to look beyond budgeting
May 14, 2024 04:00 - 30 minutes - 42.3 MBThe traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way. This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Budgeting Round table. Traditional marketing budgeting limits a marketer’s ability to adapt to rapid market changes. This inflexibility, combined with a focus on short-term targets, can lead to ineffic...
Why marketers need to look beyond budgeting
May 14, 2024 04:00 - 30 minutes - 42.3 MBThe traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way. This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Budgeting Round table. Traditional marketing budgeting limits a marketer’s ability to adapt to rapid market changes. This inflexibility, combined with a focus on short-term targets, can lead to ineffic...
53. Local Leverage: Are marketers missing the mark with community-driven activation?
May 09, 2024 04:00 - 23 minutes - 32.3 MBIn today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence. Learn how marketing teams can better represent customer needs in product development. Find ways of improving brand recognition in a competitive market. Understand the importance of comprehensive market research. Recognise the imp...
Local Leverage: Are marketers missing the mark with community-driven activation?
May 09, 2024 04:00 - 23 minutes - 32.3 MBIn today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence. Learn how marketing teams can better represent customer needs in product development. Find ways of improving brand recognition in a competitive market. Understand the importance of comprehensive market research. Recognise the imp...
Demanding what's due: Are marketers under-rated and underpaid?
May 07, 2024 04:00 - 26 minutes - 36 MBIn this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers. So how do you boost the redress the imbalance? Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders view marketing. Recognise the importance of the CMO’s role in aligning marketing's activity...
52. Demanding what's due: Are marketers under-rated and underpaid?
May 07, 2024 04:00 - 26 minutes - 36 MBIn this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers. So how do you boost the redress the imbalance? Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders view marketing. Recognise the importance of the CMO’s role in aligning marketing's activity...
Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden
May 02, 2024 04:00 - 24 minutes - 34.2 MBJoin Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goals The episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying...
51. Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden
May 02, 2024 04:00 - 24 minutes - 34.2 MBJoin Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goals The episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying...
Decoding decisions: the hidden science behind why we buy with Phil Barden
April 30, 2024 04:00 - 31 minutes - 42.8 MBJoin Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing. Understand decision science's role in marketing Explore how scientific principles can be applied to enhance marketing creativity and effectiveness Discover how behavioural and decision sciences inform marketing strategies Learn how renowned marketers have successfully applied scientific methods to real-world marketing challenges Delve into case studies demonstrati...
50. Decoding decisions: the hidden science behind why we buy with Phil Barden
April 30, 2024 04:00 - 31 minutes - 42.8 MBJoin Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing. Understand decision science's role in marketing Explore how scientific principles can be applied to enhance marketing creativity and effectiveness Discover how behavioural and decision sciences inform marketing strategies Learn how renowned marketers have successfully applied scientific methods to real-world marketing challenges Delve into case studies demonstrati...
Beyond Faster Horses (2 of 2): AI's Impact on Search and the Digital Ecosystem
April 25, 2024 04:00 - 27 minutes - 37.7 MBIn this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces. The conversation also covers the broader impacts of AI on revenue models and the digital ecosystem, highlighting both th...
49. Beyond Faster Horses: AI's Impact on Search and the Digital Ecosystem
April 25, 2024 04:00 - 27 minutes - 37.7 MBIn this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces. The conversation also covers the broader impacts of AI on revenue models and the digital ecosystem, highlighting both th...
Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing
April 23, 2024 04:00 - 27 minutes - 37.9 MBJoin Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements. The trio discusses the potential of AI to replace traditional marketing processes with innovative models that drastically change how businesses interact with consumers. Tun...
48. Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing
April 23, 2024 04:00 - 27 minutes - 37.9 MBJoin Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements. The trio discusses the potential of AI to replace traditional marketing processes with innovative models that drastically change how businesses interact with consumers. Tun...
Innovation in action with Michelle Booth (Bonus)
April 16, 2024 04:02 - 20 minutes - 18.4 MBWhen Michelle Booth joined us in the studio to talk about marketing transformation, product incubation and agile and marketing in action, we closed the show with a discussion around a PEST analysis like we sometimes do (Political, Economic, Social and Technological). Normally we edit the main show down, and we edit these bits down too, to make one crunchy show. But this time around, there was so much good stuff, we decided to roll it in full and turn it into a two part episode with a bonus....
47. Innovation in action with Michelle Booth (part 2)
April 16, 2024 04:01 - 23 minutes - 21.2 MBThis is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered. We pick up her story, dealing with heartbreak at Bó, but illustrate how positive people often find new futures, even from an initiative that folds. It's a shame that such a successful product was shelved for reasons other than commercial traction. We also get stuck into re-brands, impactful partnership...
Innovation in action with Michelle Booth (part 2)
April 16, 2024 04:01 - 23 minutes - 21.2 MBThis is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered. We pick up her story, dealing with heartbreak at Bó, but illustrate how positive people often find new futures, even from an initiative that folds. It's a shame that such a successful product was shelved for reasons other than commercial traction. We also get stuck into re-brands, impactful partnership...
Innovation in action with Michelle Booth (part 1)
April 16, 2024 04:00 - 22 minutes - 20.8 MBIncreasingly, I'm seeing that traditional organisational structures are under scrutiny because they're just too slow. But that's not always the case, and today's guest is going to prove it. In this episode we dig into the experience of Michelle Booth, [these days] head of growth, activation, and innovation at Lloyds Bank. Michelle has thrived as an entrepreneur in businesses that many would think are rigid and very hierarchical. If that's you, be prepared to change your view. Drawing fro...
46. Innovation in action with Michelle Booth (part 1)
April 16, 2024 04:00 - 22 minutes - 20.8 MBIncreasingly, I'm seeing that traditional organisational structures are under scrutiny because they're just too slow. But that's not always the case, and today's guest is going to prove it. In this episode we dig into the experience of Michelle Booth, [these days] head of growth, activation, and innovation at Lloyds Bank. Michelle has thrived as an entrepreneur in businesses that many would think are rigid and very hierarchical. If that's you, be prepared to change your view. Drawing fro...
Matt Dixon's J.O.L.T. The not-so-secret way to unblock sales
April 09, 2024 04:01 - 32 minutes - 44.8 MBFeaturing best-selling author, Matt Dixon, this part two of a two-part episode (did you listen to part 1?) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died? Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect. Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book. Here's ...
45. Matt Dixon's J.O.L.T. The not-so-secret way to unblock sales
April 09, 2024 04:01 - 32 minutes - 44.8 MBFeaturing best-selling author, Matt Dixon, this part two of a two-part episode (did you listen to part 1?) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died? Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect. Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book. Here's ...