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.

Follow the Show:

Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/
The Transaction Website: https://thetransactionpod.com/
Substack: https://thetransaction.substack.com/

Ways to Tune In:

Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309
YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1

Sales Tech Showdown with Alastair Woolcook - The Transaction - Ep # 14

The Transaction