The Transaction

Well, guess what, Matt?

What?

You know what, here's the thing, everyone.

We are launching our new podcast, and it's called, dramatic pause, The Transaction.

The Transaction.

From ABM to PLG, from Meddic to Medpic, the world of business is constantly evolving.

We'll cover the who, what, where, when, why, and most importantly, how you get The Transaction.

I'm Matt Amundson, and he's Craig Rosenberg.

Let's get started.

Well, what we promise is we won't be cheesy, but here's what we do promise, is that we will be talking go-to-market, we will be talking about building businesses, and we will be having a lot of fun.

And it'll be probably the best thing that you'll listen to and watch this week, this month, this year.

That we can guarantee.

Actually, can we guarantee that?

Yeah, or their money back.

That's a good call.

I like that.

So, all right.

Well, as we get started, we want to answer a couple of questions that our producer is making us answer.

You ready?

Yeah, go.

What will people hear?

They're going to hear Craig and I and one smart person talking about how to do go-to-market today.

And not just how to do it, but examples of people who've done it well and how to actually implement it.

So, we are getting specific.

We're not doing big pontification pods.

We're not talking about the latest, greatest things at a high level.

We're actually going to get down into the weeds and talk about how to actually make this stuff work.

As well as, you know, hear from people who have a track record of making it work and work with people or show examples of people that are making it work for their own business.

Boom, I think.

What do you got next?

Well, no, hold on, because I think you answered two of Sam's key questions.

So I mean, that's what they like to call killing two birds with one stone.

All right, how about this one?

Why we wanted to start this podcast.

That's a funny one, right?

So Craig and I worked together at a VC fund called Scale.

And we were just chit chatting and we're talking to somebody there who was like, you guys should record this and we were like, yeah, we should record this.

So the answer is, is because we got big egos.

Whether people want to hear our voices or not, we certainly do.

That's beautiful.

All right.

Right?

Yeah, I think you've nailed both.

Our producer is shaking his head.

Yes, more of that, please.

Ooh, this one's a tough one.

Where do we want to see this go?

To the moon?

Well, to the moon would be good.

You just watched Dune 2, and I don't know anything about Dune.

Is there any planets there that we could reference or no?

Yeah, Arrakis.

I would say we're gonna take it wherever it goes.

Rule number one for us is we're gonna have fun, and we're gonna learn, and we just wanted to share that learning and having fun with the listeners and watchers of the show.

We'd love to build a community.

We'd love to have people be active in the comments section.

We'd love people to engage with us directly.

We wanna create the kind of content that people wanna hear and see on our video channel.

So yeah, we're excited to create a community.

Boom.

How can people support the show?

Well, I can give you my home address where you can mail a personal check.

It would be amazing if we went non-monetary and just gifts.

Like people just sent us gifts.

Yeah.

And like, remember like Jen Iguartua sent me glasses, which this is one of them.

Yeah, so like gifts are cool.

The most important thing is that they subscribe to the show and like and share.

These things are all like really important for us to build the audience we want to build.

And more importantly, the community we all want to build.

Oh, and yes, of course, Sam has reminded us and leave a rating on Apple Podcasts and review, particularly a good review, please.

I don't know if you remember this.

Yeah.

Yeah, that Sam's boss, that lead producer from Ringmaster who does our show, wrote, he didn't hate it, which...

Yeah, that's an example of a review.

We'd prefer you not leave.

Oh, my word.

Okay, last one before we go into what we like to call the sizzle reel.

We really take pride in having great guests.

And our first full episode, we have an amazing guest and we have Kelly Wright, who was, I believe, the president COO of Gong, led sales at Tableau.

It has a new methodology out there called Culture Driven Sales.

But more importantly, she's just amazing and has tons of ideas and examples.

And like it was like the perfect first show.

So thank you, Kelly.

And we can't wait for everyone to watch.

And you'll see more of previews of shows to come via the sizzle reel.

The most important thing is post sizzle reel, you can go listen to that episode right now and get a feel for what The Transaction is all about.

Matt, any last words before we sizzle?

No, just a big shout out to our friends at Ringmaster for making all this possible.

If you or anyone you know is thinking about putting together a podcast, I can't think of a single better partner for them to work with in terms of the creative, the editing, guests, the management of two ginormous egos like mine and Craig's.

They are just tremendous.

Ringmaster, write them a check.

This is the most unusual.

What do you even call this, Sam?

What do you call these things when you're kicking off the show?

I call it a trailer.

Trailer.

Well, this is a trailer.

What a unique term.

Yeah, the Avengers end game trailer of podcast is this one right here.

Boom.

All right.

The Transaction, guys.

Here comes the sizzle.

99% of what go-to-market teams do is wrong or misguided.

That is a hot take.

Priority number one is people.

Priority number two is people.

And priority number three is people.

I thought we were in trouble before AI hit.

I saw the whole predictable revenue model breaking, as it was, but then AI hit, and I was like, oh, okay.

There's no option anymore to be average.

I think that there's value to marketing, which I would have never said this 10 years ago.

Most companies believe that their entire executive team is very aligned with what their strategy is.

But here's the thing.

Most companies are not.

When I think about marketing ideas and when our team thinks about them, we tend to think from like a vibe first mentality.

We think more from the perspective of like, how are people gonna feel about this?

I feel like I'm taking a lot of blame for that.

People are what make companies go round.

We're entering the world of ecosystems where like Microsoft, Google and Amazon will own the infrastructure.

If you got into sales, tech sales, after 2010, I'm sorry, it hasn't been that hard.

The problem starts with leaders, right?

Not with marketers.

Is this starting to be a shift into what the new normal is?

We've over-engineered the sales process.

We've been able to get away with blasting out template emails, setting up calls with anybody with a pulse, asking dumbass band questions, droning through demos, letting our SEO do the majority of the work and then offering a massive discount.

That's been sales.

We've confused working and good ideas sometimes.

Like, they can be mutually exclusive.

We have something very important for you to witness.

Matt as a clapper.

It's true.

Matt, please demonstrate.

Like the actual clapper?

Old school, man.