The Transaction

In this episode of The Transaction, Matt Amundsen and Craig Rosenberg are joined by Alistair Wolcock, a renowned expert in sales tech and AI. Together, they explore the current trends and future disruptions in sales technology, the importance of user experience, and the concept of signal-based selling. Alistair shares his insights on how enterprise buyers are adapting to new technologies and the vital role of data in driving sales and marketing strategies. Tune in for a deep dive into the future of sales tech and actionable advice on staying ahead in the competitive business world.

Takeaways:
 • Sales tech vendors often overwhelm enterprise buyers with advanced features, neglecting the basic functionalities buyers need.
 • Microsoft’s Copilot and similar AI solutions are set to disrupt high-cost vendors by integrating essential features into everyday applications.
 • Achieving desired outcomes within six clicks is crucial for user adoption and success.
 • The difference between fast innovation (incremental improvements) and disruptive innovation (game-changing advancements) is vital for understanding market dynamics.
 • CIOs are increasingly repatriating data to on-premises to maintain control and leverage AI internally.
 • Warehouse-native applications will be essential as customers demand direct access to their data.
 • Signal-based selling focuses on actionable insights rather than just data analytics, driving more effective sales processes.
 • Consolidation of marketing and sales operations into pod structures can significantly improve efficiency and results.

Chapters:

 • 02:00 Icebreaker and Spirit Animals Discussion
 • 05:00 Welcoming Alistair Wolcock
 • 07:00 Enterprise Buyers vs. Sales Tech Vendors
 • 12:30 Impact of AI and Generative AI in Sales Tech
 • 17:00 Importance of User Experience in Sales Tech
 • 20:00 Fast Innovation vs. Disruptive Innovation
 • 25:00 Data Ownership and Repatriation Trends
 • 30:00 Warehouse Native Applications and Data Access
 • 35:00 Signal-Based Selling Explained
 • 40:00 Consolidation and Operational Integration
 • 45:00 Lessons from B2C E-commerce for B2B Companies
 • 55:00 Outro and Final Thoughts

Quote of the Show:
“Signals to me are about the action, not about the insight.” - Alistair Wolcock

Connect with Alistair Wolcock:
 • LinkedIn: Alistair Wolcock

Shoutouts:
 • Brent Adamson: For insights on pod structures.
 • Dave Gerhart: For the book “Founder Brand.”
 • Lars Van Dam: For research on user experience and market performance.

Sponsor:
Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.com.

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Creators & Guests

Host
Craig Rosenberg
I help b2b companies grow revenue by enabling GTM excellence. Chief Platform Officer at Scale Venture Partners
Host
Matt Amundson
CMO, Advisor, Data-Driven Revenue Leader. Chief Marketing Officer of Census
Producer
Casey Cheshire

What is The Transaction?

Welcome to The Transaction.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.

Hosted by Craig Rosenberg and Matt Amundson.

Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.