Higgle: The B2B Sales Club

Robert Leigh is the innovative founder of DeVono, a leading firm that advises on office space in London. He's an industry leader with deep insights into the post-pandemic evolution of work environments and office dynamics. His expertise extends to sales strategies, with a particular focus on the real estate sector. In this episode, we’re talking all about office dynamics and sales strategy. Robert explains the challenges of the post-pandemic office landscape and the irreplaceable vibrancy of physical workspaces. Later, we hear about how strategic timing and providing value can build lasting client relationships. Topics covered during this episode include: Robert Leigh on LinkedIn: https://uk.linkedin.com/in/robert-leigh-a544005

Dr. Anastasia Kārkliņa Gabriel is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. Currently a senior insights lead at Reddit, she earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands, including Nike, Samsung, Disney, Ulta Beauty, and AMEX, at agencies like Wieden+Kennedy, Dentsu Creative, and McCann, among others. A lifelong activist, Dr. Gabriel helps brands ignite cultural innovation and leverage the power of media for good. Her insights have been featured in the American Marketing Association (AMA), the Association of National Advertisers (ANA), WARC, Advertising Week, Wall Street Journal, New York Times, Washington Post, and Teen Vogue. She is the author of Cultural Intelligence for Marketers published by Kogan Page in March 2024. We’re talking with Dr. Gabriel about the power of cultural intelligence in marketing on this week’s episode. We discuss the importance of understanding cultural trends to engage consumers authentically and navigate the complex landscape of consumer culture. Dr. Gabriel shares her journey from activism to brand strategy, showing how her unique perspective enhances brand relevance. We examine frameworks for cultural intelligence, the role of inclusivity in advertising, and the measurable impacts on both business and societal connectivity. We’ll also touch upon the role of AI in advertising and the importance of fostering diversity within marketing teams. Topics covered during this episode include: Dr. Anastasia Kārkliņa Gabriel on LinkedIn: https://www.linkedin.com/in/anastasiakgabriel/

Claire Lambell is the Managing Director at Southpaw, a strategic creative agency that works with challenger brands (that is, brands that have a mindset of doing things differently). Her background is in sociology and social psychology, which she leverages to understand client motivations. This week, we’re chatting with Claire all about client relationships and agency growth. We're discussing how to align agency values with client needs, the strategy behind successful pitches, and the importance of early engagement with procurement teams to secure a strong relationship. We’ll hear personal experiences and insights on maintaining a challenger mindset, along with clear budget communication to cultivate long-lasting client partnerships. Topics covered during this episode include: Claire Lambell on LinkedIn: https://www.linkedin.com/in/claire-lambell-a934382a/

Nikki Gatenby is an agency specialist non-exec director and cognitive behavioural coach - with a laser focus on helping founders to build their agencies into highly valuable assets, by creating both agency and client value over time. Having led, owned, managed and grown pioneering agencies in London, Paris and Brighton, Nikki understands what it takes to create business success. Her last agency went from Brighton to global, from marketing services to two SaaS technology products (answerthepublic and coveragebook), both now independently bigger than the agency itself. This was hand in hand with being named one of the Best Places to Work in the UK for 8 years running - whilst trebling margin, generating 4 times more revenue and 10x more profit. Having captured the insights in two best sellers - 'Superenegaged' - focusing on high engagement at work and 'Better Business on Purpose' - centered around positive impact, Nikki took her exit in 2019 and is now focused on making other good agencies, great. Nikki is with us today to talk all about sales qualification along with exploring strategic approaches to maximize agency growth. We’re discussing how embracing a “less is more” mantra is not just wise, but crucial for thriving in a competitive market. We hear about examining feedback loops, the importance of recognizing a deal's alignment with an agency's strengths, and the power of defining the ideal customer. Nikki even shares strategies for gracefully declining RFPs and reinforcing the significance of articulating unique agency value in high-stakes negotiations and QBRs. Topics covered during this episode include: Nikki Gatenby on LinkedIn: https://www.linkedin.com/in/nikkigatenby/

Cain Ullah is a career consultant and digital transformation expert, as well as the founder of Red Badger. He has a fantastic ability to foster long-term client relationships, as well as a knack for guiding large organizations through strategic and executional challenges in digital product transformation. In this episode, Cain shares his point of view on the essential practice of building trust in professional relationships. He’ll provide tips on how to craft genuine connections that go beyond transactional interactions, which helps in fostering credibility and nurturing sustainable business growth. We're discussing the importance of providing value plus prioritizing non-self-oriented interactions to cultivate a network that supports and enhances both personal and professional success. Topics covered during this episode include: Cain Ullah on LinkedIn: https://www.linkedin.com/in/cainullah/

Catherine Allison is the founder of Master the Art, an organization dedicated to enhancing communication skills. With a diverse background in creative agencies and acting, she excels in teaching individuals how to display gravitas and confidence while maintaining authenticity. In this episode, we’ll chat with Catherine about the world of professional communication. She’ll let us in on the keys to projecting gravitas and authenticity in the workplace. We’ll hear about practical strategies and insights to help you command respect and influence with ease, all while keeping your unique voice front and center. Topics covered during this episode include: Catherine Allison on LinkedIn: https://www.linkedin.com/in/catherinea

A former FTSE100 Marketing Director, since selling his human insight and coaching business Chemistry in 2015, Simon Cooper has been leading, facilitating, and coaching change across a range of organisations. A Partner at Positive Momentum, Simon has many years of business change and growth experience having been a Marketing Director at Cable & Wireless following a career in commercial leadership roles in technology, consulting, and telecommunications businesses. After Cable & Wireless Simon grew the human insight consultancy Chemistry from a start-up in a village in England to standing toe to toe across the world with established leaders in human data analytics, behavioural change and business consulting working with clients such as Vodafone, Experian, and Diageo. He sold that business in 2015. Prior to Cable & Wireless, as Marketing Director, Simon shaped the cultural and sales turnaround at Energis, a bankrupt business, when he and the team arrived. Simon drove fast, dramatic change across the marketing team, sales capability, customer experience, culture, brand, go-to-market strategy and external marketing, and was intimately involved with the successful exit for the shareholders netting them $750m. Before Energis he lived in the USA whilst working with AT&T as Global Chief Marketing Officer for their Concert business, before heading back to Europe to join Accenture where he led the sale of +$100m outsourcing deals, working across Europe with clients such as Microsoft, Iberdrola and Nokia. His early years in management were spent at BT where he introduced market shifting new services (including their first ever BT shop on the internet, yes really!) and formed a market defining partnership with Sky. Simon has a Post Graduate Diploma in Behavioural Change from Henley Management College and an MBA awarded jointly by INSEAD in Paris and McGill University in Montreal under the direct tutorage of business guru Henry Mintzberg. Henry quoted Simon in his book at the time. The MBA study included periods at Kobe University in Japan, Bangalore Institute of Management in India and Lancaster University in the UK. He’s never more energized than when playing football on a Friday night and describes his greatest burden in life as his love for Derby County (apparently they won the leagues in 1972 and 1975 – who knew). His humour will most definitely make you laugh, but he saves his widest smiles for his wife Carol, daughter Laura and son Jonathan. In this week’s episode, Simon unravels the qualities that exceptional leaders possess to inspire their sales teams and surpass revenue goals. We delve into the crucial role of setting a vision, fostering growth, and constructing a high-caliber team. We debate the player-manager conundrum in sales leadership, considering if directors should directly close deals or focus on coaching their teams. We emphasize hiring for attitude over experience, plus the power of networking for genuine connections. We also explore the harmonious relationship between sales and marketing, especially in professional services, and the significance of articulating value propositions. Topics covered during this episode include: Simon Cooper on LinkedIn: https://www.linkedin.com/in/simoncooper11/

Kristin Gower is the Global President at EssenceMediacom, specializing in B2B marketing. With a background as a competitive horse rider and a rich international career, Kristin brings a wealth of experience in crafting effective B2B strategies. Her insights span across research, strategy, demand management, marketing technology, customer experience, content, and analytics. With Kristin, we're exploring the essential pillars of B2B marketing success and discussing how to create impactful client relationships and win competitive tenders. We’ll learn about the art of negotiation and how to elevate our marketing game to not just compete, but to dominate. Topics covered during this episode include: Kristin Gower on LinkedIn: https://www.linkedin.com/in/kristin-gower/

Derek Rey is the CEO of Demand Inc and Lasso AI, boasting a history of generating over 100,000 meetings and driving a $7 billion client pipeline. Derek has mastered the integration of AI in sales, providing innovative strategies that transform the traditional approaches to sales development and cold emailing. In this episode, we’ll check out how artificial intelligence is revolutionizing the sales industry. Derek explains the critical role AI can play in enhancing productivity and crafting personalized cold email strategies, and we’ll examine the balance between technology and human connection in sales. He also debunks myths surrounding the effectiveness of cold emailing, and gives advice on how you can improve your own cold emailing strategy. Topics covered during this episode include: Derek Rey on LinkedIn: https://www.linkedin.com/in/derekrey/

This week we’re joined by Geoff Griffiths, the CEO of Builtvisible. His company is a specialist organic marketing agency. A former professional rugby player, he gives his thoughts on the realm of digital marketing, focusing on team dynamics, resilience, and strategic partnerships. His approach to leadership is heavily influenced by the teamwork and loyalty cultivated on the sports field. We’ll be discussing the world of high-performance teams and strategic marketing partnerships. We’ll unpack the parallels between sports dynamics and business success, exploring how to navigate the complexities of SEO, and crafting resilient teams that thrive on loyalty and empowerment. Topics covered during this episode include: Geoff Griffiths on LinkedIn: https://uk.linkedin.com/in/geoffmgriffiths

Gavin Stone is a body language expert with over two decades of experience in the intelligence community, which he now applies to sales strategies. As a best-selling author and a top-ranked expert in his field, Gavin has mastered the art of psychological profiling and non-verbal communication to influence and negotiate effectively. With Gavin’s guidance, we’ll learn all about the world of non-verbal cues and psychological sales tactics. We'll be unpacking the strategies used to recruit assets and extract information, revealing how these techniques can unlock success in sales. Gavin also gives tips on how to read people, from their motivations to their subtlest gestures, to build rapport and influence decisions. Topics covered during this episode include: Gavin Stone on LinkedIn: https://www.linkedin.com/in/gavin-stone-146ab1240/

Today we’re welcoming Jenny Plant, an expert in training agency account managers, and a former agency account manager herself. With a rich history in the field since the early 90s, she can provide deep insights into client engagement and business growth. She's also had a stint client-side as a marketing manager and nearly started her own agency after a successful freelance project. In this episode, we’ll discuss account management and how it can be a game changer for agency growth. Jenny sheds light on how agencies can capitalize on their account management teams to unlock opportunities, enhance client relationships, and drive profitability, all while managing the intricacies of time constraints and pricing models. Topics covered during this episode include: Jenny Plant on LinkedIn: https://www.linkedin.com/in/jennyplant/

Ted McKenna is a co-founder of DCM Insights and a co-author of the book The JOLT Effect. With a background in research and sales effectiveness, he specializes in B2B sales strategies and customer indecision. His expertise at DCM is built on the analysis of 2.5 million sales conversations, providing insights into the psychology of buying and the dynamics of trust in sales. In this episode, we're discussing how sales teams can overcome buyer indecision and fears to close more deals. As AI reshapes the sales landscape, we're examining strategies to build authentic relationships and become the trusted allies that buyers need in the modern marketplace. Topics covered during this episode include: Ted McKenna on LinkedIn: https://www.linkedin.com/in/ted-mckenna

Richard Boon is CEO at Webmart, an award-winning B Corp. Richard is a sustainable marketing leader with over 18 years of experience in working with globally recognised brands. Richard has led contract pitches and built bid teams to achieve recurring success in Marketing procurement. Leaning on transparency, challenger sale and implementation of continual improvement cycles, Richard has evolved Webmart from a radical outsider to an established and compelling choice. Alongside Richard, we're discussing everything from the evolution of sales pitches to integrating sustainability and technology for better business outcomes. We also dissect the Challenger Sale methodology and share strategies for crafting a winning sales team and improving commercial results. Also, we’ll explore innovative techniques to revolutionise client relationships and transform sales approaches. Topics covered during this episode include: Richard Boon on LinkedIn: https://www.linkedin.com/in/richardboon/

Miles Welch is a Partner with Milestone Advisory, a leading advisory firm specialising in growth, fundraising, and M&A for the marketing and related tech sectors. Miles is recognized for his innovative thinking and expertise in digital advertising. As an advisor, he aids agencies in differentiation, growth, and negotiation, ensuring their success in a competitive market. Alongside Miles, we’ll dissect the intricacies of agency differentiation and share powerful strategies for winning business contracts. Miles also talks about transitioning from cancer research to advertising, crafting unique value propositions, and negotiating effectively to secure and retain clients. We also explore the optimal timing for agencies to enhance a company's value for potential sales. Topics covered during this episode include: Miles Welch on LinkedIn: https://www.linkedin.com/in/mileswelch/

Allen Adamson is a noted industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology, to health care and financial services, to hospitality and entertainment. Given his broad perspective and depth of experience, Allen is able to help clients see and seize opportunities before the competition, activating solutions that enable them to shift ahead of the market, generating long-term value and increased brand equity. He and his teams help clients identify what truly matters to the audiences they serve – what is relevant to them – and deliver on it brilliantly. Allen's newest book, Seeing the How: Achieving Market Advantage by Transforming the Stuff We Do, Not the Stuff We Buy, published in May 2023, focuses on the consumer experience as a competitive advantage, and how this change in perspective has allowed companies to achieve dramatic growth and categorical leadership. The book’s driving idea was sparked by Allen's recognition that experience transformation has been fast outpacing product transformation as a winning and sustainable marketing strategy. His previous books, BrandSimple, BrandDigital, The Edge: 50 Tips from Brands that Lead and, Shift Ahead, are used as textbooks in higher education business programs across the country. Allen’s multifaceted knowledge of all things brand and branding is the result of having worked on both the agency side of the business, and the client side. He spent the earliest part of his career as a marketing executive in packaged goods, at Unilever, one of the world’s largest consumer goods companies, where he oversaw a broad range of consumer products. He is proud to acknowledge that he spent a lot of his early business life in supermarket aisles, perusing one aisle or another in order to gain an understanding of the consumers’ outlook– and that of his brands’ competitors. On the agency side, Allen held senior management positions at iconic advertising firms, including Ogilvy & Mather and DMB&B, before arriving at Landor Associates, a full-spectrum brand consultancy dealing with brand development and the myriad factors that makes one brand more successful than another. He eventually rose to the position of Chairman. Under his leadership, the company partnered with a variety of global brands, including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, P&G, Sony, and Verizon. Additionally, he guided non-profit organizations, including the 9/11 Memorial and Museum, the Central Park Conservancy, and the Council on Foreign Relations, among others. For the past several years, Allen has been an Adjunct Professor and frequent guest lecturer at New York University's Stern School of Business, and the Samuel Curtis Johnson Graduate School of Management at Cornell University, where he lectures on the significant and numerous challenges brands are confronting - and overcoming - in a fast-changing marketplace. He also serves as the brand expert-in-residence at the Berkley Center for Entrepreneurship at NYU Stern, working with student entrepreneurs from across NYU to help them develop and execute their brand “story,” providing guidance on the many aspects required to launch successful brands. Given the depth and breadth of his expertise - his perspective of brands from both an academic and a long-standing practitioner’s point of view – Allen has been called on as an expert witness for companies across a number of industries involved in litigation over the protection of their brand assets, the distinguishing characteristics that differentiate one brand from another. His multidimensional experience makes him unparalleled in his ability to offer valuable insight to those defending brands that have come under competitive threat and encroachment of these assets. A sought-after industry commentator, Allen has appeared on ABC News, NBC's Today Show,...

Stephen Cribbett, co-founder of Versiti, is a seasoned expert in business development and crafting winning business proposals. His background includes work with design and brand agencies, utilizing a consultative and listening-oriented approach to sales. This week we’re diving into the strategies that set apart successful business proposals, along with how to secure wins in a competitive market. We also hear about how Stephen’s love for motorsport translates into the precision and strategic thinking needed in sales. We’ll even unpack the challenges small agencies face and the tactics they can utilize to outpace industry giants in the race to secure big projects. Topics covered during this episode include: Why a consultative, listening-oriented approach can dramatically improve sales outcomes. How understanding client needs aligns with crafting successful business proposals. Why comparing racing precision to sales strategy offers valuable business insights. How smaller agencies can compete with larger firms using academic insights. Why specialized knowledge can transform an agency's pitch from forgettable to front-runner. How a “shall we bid” matrix helps agencies make rational decisions on project pursuits. Why answering every question thoughtfully on tender documents is crucial for success. How specialized expertise leads to winning high-profile projects without pitching. How proactively addressing client issues positions an agency ahead of the competition. Why using workflow management tools like Monday.com is important for organizing proposal efforts. How agencies can demonstrate value even when previous client work is confidential. Why recruiting team members with relevant experience can maximize success in winning new business. How mindset shifts and rigorous proposal processes improve an agency's win ratios. Stephen Cribbett on LinkedIn: https://www.linkedin.com/in/scribbett/

Jonathan McCallum joined George P. Johnson UK, over seven years ago as Vice President, Chief Strategy Officer and was promoted in 2021 to Managing Director UK & Nordics. With his experience rooted in strategy, Jonathan McCallum leads the agency’s approach to strategy fueled experience design and underpins the importance of being client-centric. Building on the momentum the agency had seen, in 2022 Jonathan led the UK team to achieve significant growth despite the turbulent industry landscape; opening new offices across the globe, doubling in size and welcoming new global partners. His work spans across GPJ’s client portfolio, overseeing teams like Cisco, IBM, DP World, Booking.com, Workday, Envestnet, and Equinor. Jonathan continues to help GPJ evolve and push new approaches to creating environments and experiences in physical, as well as digital, spaces; informing and inspiring the solutions to positively influence the success of clients. In this episode, Jonathan helps us explore the intricacies of B2B sales success, particularly how procurement strategies and relationship building influence winning business pitches. Jonathan shares his insights on the significance of procurement teams and the power of pre-existing connections in closing deals. We’ll also discuss the evolution of procurement technologies and their impact on client-agency dynamics. Topics covered during this episode include: Jonathan McCallum on LinkedIn: https://www.linkedin.com/in/jonathan-mccallum-8a76bb2/

Emma, the Chief Creative Officer at Edelman UK, joins us this week. With a diverse background that spans brand advertising, direct, and digital, Emma began her career as a PA before transitioning into a leading creative role. At Edelman, she is responsible for all of the creative output of the business. In this episode, Emma explains all about creativity in business. We learn about the unique path her career has evolved on, and tackle the challenge of preserving creativity in corporate negotiations. We also explore how to value creative outcomes over time, involving creatives in financial decisions, and crafting success through creative financial innovation. Topics covered during this episode include: Emma de la Fosse on LinkedIn: https://uk.linkedin.com/in/emmadelafosse

Experience the future of sales and marketing with our latest guest, Trenton Moss, founder of Team Sterka. With his finger on the pulse of technology's impact on business, Trenton provides a unique perspective on how emotional intelligence and people skills can streamline decision-making and lead to business growth. Drawing on his 15 years of experience running his own agency, Trenton and I examine the current state of the pitch process, the obstacles of procurement, and how his agency experienced a 35% growth through a client leadership program. Topics covered during this episode include: Trenton Moss on LinkedIn: https://www.linkedin.com/in/trentonmoss/