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.

 • 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.

 • 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

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

 • LinkedIn: Alistair Wolcock

 • 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.

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.