
The Wrong Message Wastes 100% Of Your Budget (Kristin Zhivago)
❯ Kristin Zhivago is the CEO of Zhivago Partners and the author of Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy. Kristin started in Silicon Valley at the beginning of tech and ran an ad agency with her husband until 1991, when the Mac arrived and she told him the work was all going in house. She reinvented herself as a revenue coach, doing marketing and sales turnarounds for companies of every size, from startups to IBM, and wrote Roadmap to Revenue to give the method away. She founded Zhivago Partners in 2017 after watching company after company get beaten by more digitally savvy competitors. The firm does two things: in-depth interviews with the customers who have already bought, and rebuilding the revenue growth engine around what those interviews turn up. She has run thousands of those interviews herself. Expect to learn why the wrong message wastes not eighty or ninety percent of a marketing budget but all of it, why five to seven interviews tell you more than the forty Siemens insisted on, her definition of branding as the promises you keep or break, why processes are where companies fall apart and almost never the people, why fear of embarrassment is the biggest sales stopper in B2B, the invisible whiteboard that decides whether anyone listens to you in a meeting, why nobody in the room would ever have written finger lickin' good, and much more… - 0:00 Intro 0:30 Silicon Valley, the agency, and the revenue coach years 1:28 Roadmap to Revenue, and why she gave it away 2:31 The buyer's mindset customers ne
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