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November 2018

Listen to Lee Silverman on Creating a Personal Brand - 9 Minutes

Listening to Lee Silverman on personal branding could change your life, certainly your career!

Show Transcript:

Having your own personal brand, beyond words on a resume or your company biography, makes sense, is required and expected. It could be a sales management job, marketing management (of course); even CEOs, CIOs, CFOs and presidents have personal brand considerations.  When you consider creating your own personal brand, you’re investing in yourself and your future.

Continue reading "Listen to Lee Silverman on Creating a Personal Brand - 9 Minutes" »

Funnel Radio Line-up November 29

Tweet-todays-funnelradio-lineup-20181129Quite a broadcast day for our 5th Thursday of the month.  Patrick Morrissey and Mat Singer kick it off on Predictable Revenue Radio with the topic - Making Sales Enablement Work for 2,000 salespeople. Mari Anne Vanella welcomes Dan Sixsmith on Outstanding Outbound tackling What Sales Leadership is in Denial About. Insights from Leading SMB & CRM Pundit Gene Marks on CRM Radio with host, Paul Petersen. Matt's guest is Gillian Muessig, CEO & Co-Founder Outlines Venture Group  @SEOmom Topic: B2B Start-up Sales Lessons, Mistakes & Best Practices. Kyla and John talk about Five Factors Creating Elite Sales Mindsets on Asher Sales Sense. WVU MarComm today closes out with host, Cyndi Greenglass and her guest, Larry Stultz talking about Ideation Techniques, Concept Development and Integrated Marketing Communications (IMC). Join us and listen live or catch replays from any of our shows.

20181004-altify-singer9:00 am Pacific: Predictable Revenue Radio by @Altify with host, Patrick Morrissey @PatMorrissey

Guest: Mat Singer
Topic: Making Sales Enablement Work for 2,000 Salespeople

20181025-tweet-oo-sixsmith10:30 am Pacific: Outstanding Outbound by The Vanella Group with host, Mari Anne Vanella @vanellagroup

Guest: Dan Sixsmith
Topic: What sales leadership is in denial about

20181129-tweet-crm-marks11:00 am Pacific: CRM Radio by GoldMine with host, Paul Petersen @goldminecrm

Guest: Gene Marks @genemarks 
Topic: Insights from Leading SMB & CRM Pundit Gene Marks

Tweets-instream-images-800x600-Muessig11:30 am Pacific: Sales Pipeline Radio by @heinzmarketing with host, Matt Heinz

Guest: Gillian Muessig, CEO & Co-Founder Outlines Venture Group  @SEOmom
Topic: B2B Start-up Sales Lessons, Mistakes & Best Practices

Asher-20180830-tweet-asher-oconnell12:00 pm Pacific: Asher Sales Sense by Asher Sales Strategies with host, John Asher @asherstrategies

Guest: Kyla O'Connell
Topic: Five Factors Creating Elite Sales Mindsets

Podcast_larrystultz0112:30 pm Pacific: WVU Marketing Communications Today with host, Cyndi Greenglass @directchick @larrystultz

Larry Stultz
Ideation Techniques, Concept Development and Integrated Marketing Communications (IMC)

Frustrated by Webinar's Poor Showing?

Top 10 Tips Webinar SuccessTitle:   Top 10 Tips for Webinar Invitation Success

Published by/Authors:  Spear Marketing Group

Gated: Yes

Download Link   

Length:  19 Pages


Slma-recommended-187The issue they address: Breaking through the email clutter of webinar invitations.  The authors state: “9 out of 10 email invitations show complete ignorance of elementary best practices.”   Spear, a well-known marketing agency, says it all comes back to basic demand generation best practices.  If you don’t use them, time to start.

  1. Sell the Event, Not the Product
  2. Use Your Headline and Subhead Wisely
  3. Don’t Waste Your First Paragraph
  4. Include 3-4 Bulleted Benefits
  5. Include a Speaker Photo and Bio
  6. Be Cautious About Graphics
  7. Call to Action: Early and Often
  8. Include Attendee Quotes
  9. Use Incentives Wisely
  10. Subject Lines: Test, Test, Test

SLMA Comments:   Spear Marketing is certainly right that publishers jumped into the business of webinars, which they imply (and we agree) is the biggest issue.  Publishers in the pursuit of revenue (not a bad thing in itself) have created a webinar machine that fails to connect with an audience of prospects and buyers.  There are lots of expectations, but little return when done poorly and while attracting the wrong audience.

Why it’s Important

"Webinars are like buying stocks: if everyone is jumping in, no one is making money except the brokers, or in this case the publishers.  Take control, follow Spear Marketing’s Top 10 Tips and see the difference."

Recommended for: 

  • President
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

Download Link

About Spear Marketing Group

Launched in 2009, Spear has quickly grown to be one of the leading B2B agencies in the country, serving a range of clients from start-ups to industry giants. Along the way, we’ve built a team of strategists, creatives, and technicians who are experts at what they do and also have fun doing it.

When you work with Spear you gain more than just a tactical resource. You gain a partner, a team of people who genuinely want your campaigns to work, whether your objective is leads, trials, registrations, downloads, subscribers, or repeat customers.


This review is conducted independently, without the advice or consent of the publisher.  Of course, we only review those papers that are worth your time to read; we leave the others to someone else.

For priceless but free membership in the Sales Lead Management Association go here. 


Top 10 B2B Paid Search Mistakes

7 Simple Rules to Create Market Share for B2B Products, Even for Mediocre Products

20121126-flipchartA mediocre product can market its way to success, but you have to spend enough money creating and managing demand. Create enough sales leads and me-too products have a place (if your product is superior, you’lldo even better).

Of course price is a consideration for me-too products, but not always if the marketer is good enough

My advice - 7 Simple Rules to create market share:

1. Spend at least 10% of annual company revenues on marketing; less than that and you will have mediocre success. Software companies and  will aggressive companies spend upwards of 20%+.

2. Hire the best lead generation marketers you can find. Nothing else will do.  

3. Use the 4-to-1 Rule. Create at least 4 qualified inquirers for every product you must sell.

4. Make CRM use a requirement by your salespeople.

5. Require marketing automation to manage demand when you get above 200 inquiries a month.

6. Make 100% follow-up of all sales inquiries by someone (salespeople or via the marketing automation program) mandatory.

7. Every lead generation project needs an ROI estimate.  Go to the lead generation calculator on the SLMA site to come up with a quick estimate for the sales results.

If you do these six simple rules you will get the market share you deserve, and even some market share you don’t deserve.


How to Fish with a Spear, Not a Net - Jon Miller of Engagio

4 Steps to Accelerating Company Growth



When You Get Punched in the Face

I’ve had marketing and sales management jobs where success came easy, we made our numbers, marketers basked in glory, and salespeople took the accolades they earned.  

The opposite has also been true.  I’ve been with companies that struggled, fought, clawed and wrestled with the marketplace.  These were times of declining sales, missed forecasts and finger pointing.   In most of these “hard cases,” salespeople and marketers inched back and eventually surged ahead from the lessons they learned.

I was reminded of these wins and losses when I heard Matt Heinz, on one of his Sales Pipe Line Radio programs.  A quote from Mike Tyson, the boxer:

Yes, we all have a plan until we get punched, but what Tyson’s implying is that plans will fail but fierce determination and the will to fight on is what wins the contest.  Boxing fans may or may not agree, but boxing is as much about being able to take a punch and keep on fighting skill as it is about skill. 

Coping with these occurrences is primarily what we’re hired to do. This is a reminder for marketers and salespeople that our careers will not always go as planned.  There will be conflict, plans will fall apart as competitors introduce new products, economies slump, and management decisions fail to deliver.  This is the game of marketing and sales.

As I look back and remember the jobs I’ve had, both as an employee and a consultant, I remember most the difficult times that were turned around; the win that was snatched from defeat.  I remember being punched in the face by the marketplace, the government, or the economy, and finding a way to survive and win.  Those are the days to savor. 

This is what marketing and sales does; it wins in the face of adversity because every market by its nature is a game of adversity.  Few companies have an 80% market share, and those that do often don’t have it for long.

So, my advice  for the coming year to marketers is:  when your company gets punched, find a way to recover; that’s what Marketing does.  Marketing is the engine that creates demand and drives the success of the company. Listen to what the salespeople say and need. Go on sales calls until you know what’s going on in the marketplace.  Read the lost sales reports; call those who didn’t buy from you and ask why.  Skip months-long research projects and go listen to the customers.  If you have less money, use it better on cold, hard lead gen that delivers qualified potential buyers. 

Savor the successes as you fight back; learn from adversity.  If it were easy, more people would be in Marketing.

More from Matt Heinz on Sales Pipeline Radio

Do You Have the Right Sales Funnel for Your Business?

Making a Business Case for CRM

Building-business-case-crm-step1Title:   Step by Step Guide: Building a Business Case for CRM

Published by/Authors:  Workbooks CRM

Gated: Yes

Download Link   

Length:  9 Pages


The authors make the case that advocates for a CRM system will get so involved in the process of choosing a system that they forget that the investment is significant enough to require board approval and for that a business case must be made.

“Very few Boards are going to simply wave it through; most will want to see a robust business case, based on rigorous research and presented with clarity. Fail to do this and your CRM project will never get off the ground.”

Slma-recommended-187The authors present ten essential steps to build a compelling case for CRM.

These are the steps Workbooks recommends:

Step I: Understand your desired business outcomes.  They say that typically there are four outcomes to consider.  Go here to see them.

Step 2: Look carefully at the organization today to work out what it needs to do or change.

Step 3: Understand the market context.  The smartest business decision is always made in context.

Step 4: Map thought the commercial benefits. Any accurate calculation must also include efficiency and productivity gains.

Step 5: Understand the costs. Good vendors will be willing to help you work these out.

Step 6: Calculate the Return on Investment. One criticism, they tell you to do it but don’t offer how to do it except through an example. 

Step 7: Define the budget.  Create your ROI multiple using a figure for the cost but once you have that multiple you may decide to scale it up or down.

Step 8: Future-Proof your Case.  They make the case that this investment should be viewed from a five-year perspective.  This means estimating future changes in the company and the marketplace.

Step 9: Focus on your strongest points.  Don’t overwhelm the audience with stats.  Make a case in threes, the three most compelling benefits.

Step 10: Identify and involve the Key Stakeholders.

 SLMA Comments:   

Whether or not you have to make a board presentation to spend the money, you will have to present it to the president and CFO to get the money for a CRM system.  But the justification goes beyond money as this ten-step process makes so abundantly clear.  This is an outline that every CMO and CRO should create to justify a new or change in the company’s CRM system.

While we only publish reviews on those subjects worth reading, in this case we doubly recommend reading and creating a business case for CRM (and Marketing Automation), before embarking on buying or replacing a CRM Software system.  Not only will you more thoughtfully approach your CRM purchase, but you will signal to senior management that marketing views major purchases from the same business angle that the CFO and company president use.  

Why it’s Important

 “Advocates for a CRM system will do well by approaching this software from a business perspective using the guide Building a Business Case for CRM.”

Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Product Management

Download Link 


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Workbooks CRM Greatly Out Scores Competitors in G2 Crowd Report

This review was conducted independently without the advice or consent of the publisher.  Of course, we only review those papers that are worth it for you to read, we leave the others to someone else.

Note:  If you would like your research or e-book reviewed, you may submit it to:  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may do so.  Members and non-members, sponsors and non-sponsors are welcomed to submit work for review.  Sponsors are given priority for white paper reviews.


This week's Funnel Radio Featured Episodes

This week we don't have a live broadcast, but we are appreciative of our hosts. We decided to feature some past episodes to cover your day and give you a new episode of INSIDE Inside Sales with Darryl Praill and Rooted in Revenue with Susan Finch. Each posts links to the replay of the featured episode. Great time to catch up and perhaps find a new favorite podcast to subscribe to. Most of our shows are on iTunes, Stitcher Radio, GooglePlay, Blubrry and more!


880x440-tweet-iis-mahoneyNEW EPISODE: INSIDE Inside Sales with host, Darryl Praill  @VanillaSoft @ohpinion8ted

Guest: Carole Mahoney @icarolemahoney @unboundgrowth

Topic: How our perception of Sales impacts results

20180906-tweet-rr-morgan-muratovicREPLAY: Revenue Rebels with host, Rhoan Morgan @demandlab

Guest: Tijana Muratovic

Topic: Does Revenue Ops Affect Alignment? Of course!

Crm-20180711-KosakowskiREPLAY: CRM Radio by GoldMine CRM with host, Paul Petersen @goldminecrm 

Jack Kosakowski, Creation Agency @JackKosakowski

Topic: Connection on-line is the new Relationship Model for Business!

Tweets-instream-images-800x600-spatzerREPLAY: Sales Pipeline Radio with host, Matt Heinz @heinzmarketing

Guest: Eric Spatzer, Citrix @espatzer

Topic: Do You Have the Right Sales Funnel for Your Business?

Tweet-rooted-selling-to-hospitalsNEW EPISODE: Rooted in Revenue with host, Susan Finch @susanfinchweb

Guest: Heather Williams, Vice President Business Development Strategic Dynamics

Topic: Selling to Hospitals & Healthcare Organizations: have an edge over your competitors.

Episode2-twitter-holtREPLAY: WVU Marketing Communications Today with host, Cyndi Greenglass @directchick @wvutoday

Guest: Jennifer Holt, SPINS @jenniferwholt 

Topic: Corporations Die When They Don’t Listen to their Customers

Asher Strategies John Asher Featured on Kathy Ireland Show

 John Asher and members of his executive team will appear on the Fox Business Network "Worldwide Business with kathy ireland®" show, as sponsored content.   The show featured the Asher Strategies approach to sales productivity training by Asher Strategies

With Fox Business News reaching over 80 million households in the U.S. and Bloomberg International airing in over 50 countries around the world, the show is the premier source for the latest in business and health.

The show will air on the following dates:

  • November 24, 2018, Bloomberg EMEA – 2pm eastern
  • November 25, 2018, Fox Business Network – 5:30pm eastern
  • November 25, 2018, Bloomberg Latin America – 10:00am D.F.
  • Bloomberg Asia Pacific – 2:30pm HKT

Watch now



John Asher and Kyla O'Connell are also the hosts of Asher Sales Sense a radio program on the Funnel Radio Channel.   

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Nov 8 Funnel Radio Channel Program Review - Pick a Program or Listen to All

Funnel-radio-podbean-banner-1600x400Click to hear all programs sequentially.  Or click on the program links below to listen to individual 25 minute podcast replays of the live program.  

These are the Funnel Radio Channel Programs for November 85th, 2018.  They are offered sequentially as broadcast on November 8th.


880x440-tweet-iis-smithjr9:00 am Pac: INSIDE Inside Sales with Host, Darryl Praill @vanillasoft @ohpinion8ted

Guest: Brian Smith, Jr., Member Services Exce, AA-ISP @iammrsmith__
Topic: In the pursuit of sales mastery

Brian Smith Jr recently shared that the biggest mistake he’s ever made in his sales career was trying to master every aspect of selling. Can you relate? Do you find yourself frustrated by your lack of knowledge? Do you think you’re that close to being a sales rockstar if you just knew a little more, or read another book, or watched another video? Perhaps you already know more than you need. Check out Brian’s epiphany and learn how it changed his life. It just might impact you the same way.

20181108-dd-tweet-grineva10:30 am Data Dump by Lead Genius on SMLA Radio with host, Mark Godley @leadgenius

Guest: Maria Grineva, CEO and Co-Founder at Orb Intelligence
Topic: Don’t Take the Money! A Deep Dive into a Self-Funded Start Up

For the November 2018 episode of Data Dump, Mark Godley, CEO of LeadGenius, chats with Maria Grineva, CEO and Co-Founder at Orb Intelligence, about her experiences as a serial entrepreneur in the data space over the last decade. What sets Maria apart from the pack is that she has built her companies without venture capital funds. This has allowed Maria to create companies at her own pace, grow organically and create products that she and her team have complete control over. Maria has a perspective on the industry that we all wish we had...pure and free! 

11:00 am Pac: CRM Radio by Goldmine with host, Paul Petersen @goldminecrm

Guest: Dave Charest, content marketer | speaker | indie artist
Topic: Want to create better content? Start here.

Tweets-instream-images-800x600-Gitomer11:30 am Pac: Sales Pipeline Radio with host, Matt Heinz @heinzmarketing

Guest: Jeffrey Gitomer @gitomer
Topic: Learning from the King: Sales Lessons & Musings from Jeffrey Gitomer

Listen live or catch replays before the show >

First-slide-rooted-buyer-enablement-modus12:00 pm Pac: Rooted in Revenue with host, Susan Finch @susanfinchweb

Guests: Alice Heiman @aliceheiman & Orrin Broberg @modusengagement
Topic: Buyer Enablement - the next logical step.

Do Sales & Marketing need to be aligned? You'll have to listen to find out. 

Susan's guests today are Orrin Broberg, CEO/President, Modus and Alice Heiman of Alice Heiman, LLC and co-founder of Tradeshow Makeover.

Podcast_danhill_0112:30 pm Pac: WVU Marketing Communication Today with host, Matthew Cummings @wvutoday

Guest: Dan Hill, CEO, Hill Impact
Topic: Brands in Motion: How to Evolve Using a Value and Data-driven Approach

In this podcast, listeners will take away practical guidance on cultivating a unique brand identity in the modern landscape. Emphasizing the importance of being a brand "leader" instead of a "manager," Dan Hill, CEO of Hill impact, offers valuable tips to modern branding strategies using data-driven insights without losing sight of organizational value.

Funnel Radio Line-up for November 15


We have a new show by DiscoverOrg launching at 12:30 pm Pac, but let's start at the top of our broadcast day. 9am Glenn Davis, Sr. VP, Growth Execution and Client Engagement UnitedHealth Group joins Patrick Morrissey on Predictable Revenue Radio. At 10:30 it's time to READY, SET, GROW! with Laura Patterson and her guest, Greg Stock of Zenoss. 11 am on Sales Enablement Radio, Ralph Grimse hosts John Krumheuer - Vice President of North American Sales, SmartDrive. Topic: What Every Sales Leader Wants Sales Enablement to Know. 11:30 on Sales Pipeline Radio, Matt Heinz listens to a confession by Joe Hyland about how his minor in psychology helped him become a CEO. Noon: If you think LinkedIn doesn’t matter for your business, here’s why you’re wrong. Kyla O'Connell hosts Judy Schramm on Asher Sales Sense. NOW for our NEW show! GrowthboundB2B by DiscoverOrg and hosted by Katie Bullard. Her first guest is one of our favorites, Justin Gray, CEO of LeadMD. Don't miss an episode! Listen LIVE > 

20181115-tweet-altify-davis9:00 am Pac: Predictable Revenue Radio by ALTIFY hosted by @PatMorrissey

Guest: Glenn Davis, Sr. VP, Growth Execution and Client Engagement UnitedHealth Group

Topic: Why is 78% of Sales Rep time spent on Non-Selling Activities?

20181115-tweet-rsg-stock10:30 am Pac: Ready, Set, Grow! with host Laura Patterson @lauravem by VisionEdge Marketing

Guest: Greg Stock, CEO Zenoss @GregStock

20181115-tweet-ser-krumheuer11:00 am Pac: Sales Enablement Radio by @thebrevetgroup hosted by Ralph Grimse

Guest: John Krumheuer - Vice President of North American Sales, SmartDrive

Topic: What Every Sales Leader Wants Sales Enablement to Know

Tweets-instream-images-800x600-hancock11:30 am Sales Pipeline Radio hostet by Matt Heinz @heinzmarketing

Guest: Joe Hyland, CMO ON24 @mojoehyland

Topic: Joe Hyland Confesses How a Minor in Psychology Led him to be a CMO

20181115-asher-judy-schramm12 Pac/3pm Eastern - Asher Sales Sense with host Kyla O'Connell by @asherstrategies

Guest: Judy Schramm @proresource

Topic: If you think LinkedIn doesn’t matter for your business, here’s why you’re wrong.

Gbb2b-20181115-gray-tweetNEW SHOW! Growthbound B2B by @discoverorg hosted by Katie Bullard

Guest: Justin Gray @Jgraymatter

Topic: Getting Growthbound with Justin Gray - What the world’s fastest companies do differently.