Should You "Buy an Appointment” to Build Pipeline?

No one can deny that there is no better qualified lead than an appointment with the right person that is considering purchasing a product in their space.  In this interview with Mari Anne Vanella, CEO of the Vanella Group, we discuss how an outside service can be so effective in getting an appointment with the right person.  

About our Guest Mari Anna Vanella

Mari Anne Vanella has 25+ years of sales and business management experience. As Founder/CEO of sales development firms in the Silicon Valley, her organizations have consistently delivered long-term, successful sales development programs to high tech and services industries across the United States.

Mari Anne's background includes successful performance as Vice President and Director at companies such as The EC Company (now ADX), PictureTalk, a subsidiary of Drake International (one of the world's largest IT solution and staffing firms), Global Knowledge, a $500 Million IT Training and consulting firm, and at Skyline Computer Corporation, where she led the Cisco Training Products organization to a #5 position in the country within one year. Prior to these she founded Procom, a sales development firm based in the Silicon Valley serving customers such as State Farm Insurance, Waddell & Reed, AmeriPro, and many others.

Her executive leadership roles in enterprise technology sales organizations with field reps, sales engineers and customer service teams contribute to in-depth knowledge and hands-on experience which results in a solution that has unmatched results.

She has authored the best-selling and award-winning book 42 Rules of Cold Calling Executives which is available on and other retail channels.


About The Vanella Group, Inc.

The Vanella Group, Inc. is the only provider of High-Touch/High-Quality Telesales-based Lead Generation Solutions for Enterprise Technology companies that over-achieves traditional lead gen programs 5x above industry standards. Now in their 17th year, they have delivered opportunity-based programs for companies such as HP, Hitachi, SAP, and many other enterprise technology providers. Their programs are uniquely designed to be performance-oriented using a peer-to-peer engagement model.


Funnel Radio Line-up June 6


Listen live starting at 9 am Pacific through 1:30 pm. Guests include Shiera O’Brien, CEO Sales Metrics, Ltd and Andrew Buckley, CRO, Traction on Demand. After that catch more episodes with guests John Auge and Kristy DelMuto, VP of Strategic Marketing, LLR. That takes us to 11 with Mario Martinez, CEO/Founder Vengreso and Kris Rudeegraap CEO at Sendoso. Asher Strategies hosts Mark Bronfman. We close our day with guests Dan McDade, followed by David Donlan & Mary Rogul.

9 am INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Guest: Shiera O’Brien, CEO Sales Metrics, Ltd
The Power of Language – What We Say Matters

9:30 am Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Guest: Andrew Buckley, CRO, Traction on Demand
Hiring and scaling your sales team

10 am WVU Marketing Communications Today by West Virginia University with host, Michael Lynch

Guest: John Auge
The Heart. The Craft. The Journey.

10:30 am  Revenue Rebels by DemandLab hosted by Rhoan Morgan

Guest: Kristy DelMuto, VP of Strategic Marketing, LLR
How to Drive Revenue Using Content Marketing

11 am CRM Radio by GoldMine hosted by Stacy Gentile

Guest: Mario Martinez, CEO/Founder Vengreso

11:30 am Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

Guest: Kris Rudeegraap CEO at Sendoso
Personal Touch at Scale: How to Make Your Marketing (and Sales) Irresistible

12 pm ASHER Sales Sense by ASHER Strategies hosted by John Asher

Guest: Mark Bronfman
What Sales Professionals Need to Know About Executive Compensation

12:30 pm Funnel Radio by Funnel Media Group, LLC with host, James Obermayer

Guest: Dan McDade
The Prospect Experience Isn’t Marketing Automation or CRM

1 pm Road Warrior Radio by hosted by Ryan Ball

Guest: David Donlan & Mary Rogul
Testing for Coachability

No One Agrees About the Definition of a Sales Lead - Dan McDade in a 5 Minute Podcast

It is easy for marketing management to be misled into thinking the prospect’s experience is taken care of by the CRM system, Marketing Automation and eventually salespeople, but this isn’t the case. 

The more we automate the more we rely on software to do a job that needs a personal touch. 

Author, sales guru, and lead generation professional Dan McDade, is our guest from Prospect-Experience and he discusses the over-looked field of prospect experience management. McDade says this failure is needlessly costing companies 10-20% of closed sales every month.  This except is taken from his original program which can be heard here:

The Prospect Experience Isn’t Marketing Automation or CRM

McDade has a history of knowledge in the sales lead management and lead generation fields having been the CEO of PointClear for 20 plus years. He is now the managing partners of Prospect-Experience which solves the weaknesses in B2B companies he sought to repair when the leads he created for clients went begging for attention from his clients sales and marketing people. 

RAIN Group Center for Sales Research Launches Negotiation Survey

Rain- Research division seeks responses from buyers and sellers to identify what works and what doesn’t in B2B negotiations; Participants to receive research report following analysis –

FRAMINGHAM, Mass. (June 4, 2019) — RAIN Group, a global sales training and performance improvement company, announced today the launch of its latest survey to study business-to-business negotiations.

Spearheaded by the RAIN Group Center for Sales Research, the 15-minute survey intended for buyers and sellers seeks to identify what works and what doesn’t in negotiations to buy and sell goods and services.

Once the analysis is complete, participants will receive the research summary. Access the survey until June 30, 2019 here:

Identity and responses will remain confidential; only group data will be analyzed and reported in the aggregate.

Since 2005, the RAIN Group Center for Sales Research has provided leaders with critical insights to support strategic decision making and sales performance improvement. The division produces rigorous research reports that focus on learning the keys to top performance and understanding the psychology behind why buyers buy.

About RAIN Group

Founded in 2002, RAIN Group is a global sales training and performance improvement company that has helped hundreds of thousands of salespeople, managers, and professionals in more than 75 countries significantly increase their sales results. Headquartered in the greater Boston area, global office locations include Bogotá, Geneva, Johannesburg, London, Mumbai, Seoul, Sydney, and Toronto. To learn more about RAIN Group and the client results they’ve achieved, visit Follow RAIN Group on Twitter and LinkedIn.

Aly Jamison, APR | Public Relations Manager | RAIN Group

P: 760-445-9415 | Connect on LinkedIn

 RAIN Group has been recognized as a Top 20 Sales Training Company by Selling Power and Training Industry.


SLMA Has no official relationship with the Rain Group.  We present this as a courtesy for a subject that has great interest. 

June 7: Account Based Marketing for Mid-Size Companies (Live Online) 10:00am–12:00pm PST- 20% Off




June 7: Account Based Marketing for Mid-Size Companies (Live Online) 10:00am–12:00pm PST

You’re invited to expand your knowledge of ABM Best Practices that can dramatically improve your sales pipeline in the's Live Online workshop, Account Based Marketing for Mid-Size Companies.

We’ll share ABM go-to-market step-by-step tactics and sales pipeline building strategies with supporting examples.

  • ABM Best Practices
  • Strategic uses of ABM to open doors in target accounts
  • A realistic game plan for tight budgets
  • Budget saving trade-offs
  • Live Q&A

One added benefit is that we’ll send you recordings of updated course material in the future, as long as we have your current contact information.

You can take the workshop à la carte or complete just 8 of them for a certificate in digital marketing.


June 7: Account Based Marketing for Mid-Size Companies (Live Online) 10:00am–12:00pm PST


This workshop takes a realistic view of ABM and cuts through the hype that often surrounds it. Through the eyes of small and mid-size companies we'll focus on the key elements necessary to plan and execute a realistic program with a positive ROI.

We’ll have frank discussions on what an ABM program can and can’t do. With so much being claimed, we’ll insert some realism into the equation. Without shiny objects running up the bill with minimal ROI payback, this session will share ways to accomplish the desired goals while staying on a tight budget.

Key topics covered in the workshop will be:

  • Basic elements of account-based marketing and the recent developments making a buzz
  • Levels of ABM maturity (so attendees can see where they rank in the ABM readiness index)
  • Goal setting and revenue-based funnel requirements for target accounts
  • Target account selection strategies
  • Prospect data build out strategies
    • Ideal Customer Profile (ICP) tactical checklist
    • Intent data cost benefit ramifications to consider
  • Go-to-market and pipeline building methods with campaign examples
    • Account building tactics to consider
    • Lead generation approaches, what works/what doesn’t
    • Budget ramifications and tradeoffs
    • Lead/sales funnel conversion rates, and what you can expect
  • ABM process and automation tools
    • What to automate and what not to (you’ll be surprised)
    • When to automate
    • Vendor neutral landscape options
    • Cost and ROI considerations
  • Common mistakes to avoid
  • ABM framework and planning—checklist to use in creating a sound plan

This workshop is created for professionals at all levels in these roles:

  • Sales pipeline planners
  • Sales and/or marketing operations
  • Sales and marketing management
  • Demand generation and campaign planners
  • Market strategy planners
  • Account/Lead development managers
  • Business development management
  • Channel managers

Instructor: Tom Judge


"Insightful & timely actionable information I can take to the bank—great use case examples and fresh perspective on ABM."—Rocco Santoro, Growth Architect, Business Catalyst, Ecosystem Developer, Advisor—GISTICS Incorporated

"This workshop is a great idea and great job pulling together."—Gina Varela, Senior Global Campaign Manager, Enterprise Marketing—Veritas Technologies LLC


Requirements for Digital Marketing Certification


If you decide you want a Digital Marketing Certificate, you will complete any 8 total workshops online or in-person, taken within two years of starting. Of course, if a certificate isn't in your immediate plan, you can take as few or as many of the workshops as you would like. These workshops are for those who are ready for more in-depth training on a specific marketing discipline. They are practical and tactical, with step-by-step instruction and integrated case studies.

Students who complete the digital marketing certification program will receive a frameable Certificate of Completion. And, a digital badge to include on your website, blog, email signature, or social profiles.

We look forward to you attending these important Certification Workshops.

Sincerely yours,

Laurie B. Beasley, Chair, DMA Northern California


Super offer from our sponsor MountainTop Data. Registered attendees to any of these workshops will receive $1,000 in free B2B data credits.


4 Minutes from Laurie Beasley: Stop Treating Email Recipients like Morons

This is a 4+ minute passage from Laurie Beasley’s longer program when she hosted a program on SLMA Radio.  To listen to the whole program, click here:

Incorporating the Six Universal Buying Motives to Improve Email Copy and Response Rates

In this podcast Laurie reminds us of the Six Universal Buying Motives which, when used religiously will lead to higher opening rates and more qualified prospects.Most email programs are failing, dismal, weak and ineffective says Laurie Beasley.  Failure is usually the result of poor copy writing (subject line and body) that leads to low opening rates and truncated sales. 

Managing email marketing technology has its daily challenges she believes, which take up a lot of the creative effort for email programs. 

We must return, she says to the benefits of product features and the reasons why people buy.  She implores copywriters to think about what the prospect’s perspective is and not what the product managers and engineers have surmised.

These six universal buying motives are also covered in her blog: Improving Email Copy and Response Rates by Incorporating the Six Universal Buying Motives.

LAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc. which provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.  


SLMA Radio is a weekly live program on the Funnel Radio Channel at 10:30 am PST each Thursday. 

Funnel Radio Line-up May 30


9 am INSIDE Inside Sales by VanillaSoft with host, Darryl Praill

Guest: Benjamin Dennehy
The UK's Most Hated Sales Trainer Says It's Your Parent's Fault

9:30 am Revenue Optimization Radio by Altify with host, Patrick Morrissey

Guest: Nipul Chokshi, Lattice Engines
AI & The Rise of the Account Based Approach to Everything

10 am WVU Marketing Communications Today by West Virginia University with host, Matthew Cummings

Guest: Frank Marra
Public relations, with journalists, supports the First Amendment

10:30 am SLMA Radio by Funnel Media Group with host, James Obermayer

Guest: AJ Wilcox
How LinkedIn is the Best Place for B2B Ad Dollars

11 am CRM Radio by GoldMine with host Paul Petersen

Guest: Stacy Gentile
Tips and Pitfalls of CRM Use and Implementation

11:30 am Sales Pipeline Radio by Heinz Marketing with host, Matt Heinz

Guest: Phil Harrell
New Research/Insights from SiriusDecisions Summit 2019

12 pm Asher Sales Sense by Asher Strategies with host, Kyla O'Connell

Guest: Kim Bialozynski
This Stuff Really Works: We Practice What We Teach.

12:30 pm LeadGenius Radio by LeadGenius with host, Mark Godley

Guest: Brett Hurt, CEO
Data for Everyone, Not Just the Quants

1 pm Road Warrior Radio by with host, Ryan Ball

Guest: Column Lundt
Meritocracy in Sales

Do your Salespeople Waste Time Generating their own Sales Leads?


No one waits around the elevator to get leads, at least we hope they don’t, but how many other actions do your salespeople take to get their own leads which are unproductive?  I know salespeople aren’t literally waiting at the elevator to get leads and yet some people say cold calling by knocking on doors is dead.   However, I know medical device salespeople who are successful at it and are not ready to give it up.  Some say cold calling on the phone is dead and yet I know many salespeople making hundreds of thousands of dollars selling on the phone.  

Because I have a marketing background, as well as sales management, I think that the most productive effort salespeople can make is following up on qualified, sales ready leads.  If you can supply your sales reps with 15-25 qualified leads a month, none of them will be caught near the elevator cold-calling.   Of course a marketing automation system to qualify and create the leads and a CRM system for tracking (and qualifying) helps tremendously. 

 The sponsors for this cartoon are Sales Leakage Consulting and The Velos Group.

You can copy this cartoon, leaving in the sponsorship names and use it for your own purposes. 

Marketing Gains Power in the C-Suite

Why Marketing is in the Most Powerful Position in 100 Years

This program addresses the question of who owns the pipeline, sales or marketing and in doing so it becomes apparent that marketing not only owns it but is in the most powerful position in their company in nearly a century.

The sales pipeline, aka the sales funnel, is the long-standing measurement of the past, present, and future for a company. In the not too distant past marketing dumped demand into the beginning (top) of the pipeline and sales took responsibility for the rest of the process.

For years marketing has chipped away, usually unintentionally, at various steps of the sales pipeline to aid the salespeople. Most of this is made possible by marketing automation and telemarketing being managed by marketing. After reading some of the more recent research from Velocify of late and comments by people I respect, I think that the sales pipeline ownership has finally shifted from sales to marketing. Marketing in more sophisticated companies probably manages more than 50% of the pipeline steps now and to me, that means ownership has shifted.

Jim Obermayer is the host with the commentary this week.


SLMA Radio is the longest running weekly Radio/Podcast program with 502 episodes and 108,000 listeners on the Funnel Radio Channel. 


You Can’t Sprinkle Sugar on Bull S--- and Call it Candy!

Sometimes it doesn’t make any difference how much sugar you add to something it won’t change the outcome.   Sprinkle a little or a lot of sugar on bull S--- and it won’t change the taste; you can’t make it into candy.   You have to start with meaningful ingredients. 

Let’s take sales lead management (yeah, I know it’s a stretch, but read a bit more). DSCN0401

 C-level managers want to spend only enough on marketing to make forecast.  That’s it.  Anything more from their perspective and the money is wasted.   CFOs and CEOs only have a hint of an idea on branding.  To them branding is just another way for marketing to spend money without being held accountable.

Continue reading "You Can’t Sprinkle Sugar on Bull S--- and Call it Candy!" »