In this week’s Scale Your Sales Podcast episode, my guest is Heather Holst-Knudsen
Heather has deep roots in B2B, having grown up in Thomas Publishing Company, Miller Freeman, Reed Elsevier, and IDG. Heather also has extensive experience with SaaS and event tech. She is a recognized expert and partner with years of leadership and operating experience in the industries she serves. Heather founded H2K Labs, which helps clients generate financial returns from data.
In this episode, Heather into the critical role of data outside the CRM in understanding customer behavior and forecasting. She emphasizes the need to curate and blend CRM and external data for a single source of "revenue truth," focusing on essential KPIs for stakeholders. Heather introduces Insightify, a tech-enabled platform for data intelligence in complex business models, and stresses the importance of validated data for setting KPIs and improving sales operations. The episode also explores leveraging data to coach salespeople based on individual strengths and weaknesses, enhancing overall sales performance. Heather discusses the significance of first-party data strategies for media and event companies and strategies to enable event exhibitors to buy. Throughout, she provides valuable insights into data-driven strategies for customer retention and revenue growth.
Welcome to Scale Your Sales Podcast, Heather Holst-Knudsen.
Timestamps:
00:00 – Enhancing Sales with Data-Driven Strategies
05:59 – Sales approach shifts to focus on data.
08:34 – Using data can improve sales performance greatly.
10:05 – Maximizing CRM data for accurate forecasting.
13:30 – Understanding industry's black box through predictive data.
16:41 – Utilize data to train sales teams effectively.
21:44 – First party data strategies crucial for media.
23:47 – Monetizing audience subscriptions and events effectively.
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