In the Press
Brent is currently on a media tour talking to sales and revenue leaders about his new book, The Revenue Acceleration Playbook.
Below are featured podcast episodes from the tour.
Companies with strategic customer success (CS) teams with proactive focus on expanding customer value grow much faster than companies with more traditional, reactive CS teams. To become a strategic, value-based Customer Success team, there are four specific shifts that need to happen in Customer Success processes and playbooks.
Growth mindset is about individual performance. Top teams go beyond individual performance to focus on behaviors that align individuals and teams on growing and winning together.
Here are the steps you can take to build the right mindset to help your team achieve top performance.
Top-performing teams use Playbook-Based training to stay aligned with buyer expectations for deep personalization and to achieve higher performance.
Content strategy is your single most important tool for bringing your company’s unique value into every buyer and customer interaction. But most companies do not do content strategy well. Here are four actions you can take to make the shift to content strategy.
A hyper-personalized buyer experience is usually associated with B2C companies and the consumer journey. No longer. It has become equally important for strong B2B growth. The single fastest way to bring your team into alignment around buyer personalization is to extend your account-based marketing (ABM) marketing from the traditional focus on marketing and early buyer engagement to create a holistic ABM strategy across your entire go-to-market team.
CRO is a “hot” trending title, but more CEOs are choosing a COO as their revenue partner instead. There are several cross-industry trends that are making the COO a “go-to” revenue partner. Here are a few that you as CEOs should keep your eye on.
Sales, Marketing, and Customer Success teams each have their own personality and culture. Differences between these three revenue teams can be a strength or a weakness. When these teams work in alignment, they support a shift to a customer-centric enterprise that creates deep loyalty and drives revenue growth. When the different personalities work at odds, it creates a disjointed customer experience that hurts engagement and revenue achievement.
To create an authentic buyer journey and sell more, don’t tell your buyers about your product. Tell them how you can solve their problem.
“More money, more rewarding interpersonal relationships, less conflict in the day, and greater opportunities to learn and grow.”
Brent’s interview with Charlie Katz in Authority Magazine.
Brent Keltner, president of Winalytics, sums it up bluntly: “Sales is a broken profession,” he says. “Sales training has evolved very little in 50 years. There’s a focus on product training and methodology training, but no focus on having authentic, fluid conversations with buyers.” And this is a problem.
While many CEOs relegate content, such as blog posts, webinars, white papers, case studies, etc., to the marketing function for lead gen, “High growth CEOs think differently,” Brent argues. “They recognize marketing creates content, but that they need to own their content strategy that brings their brand promise into every single buyer and customer interaction.” He then outlines a 4-step action plan for CEOs to align their content strategy to their brand promise.