Our guest is Nelson Gilliat, Fonder of Marketing-Led Growth (MLG) via The Buyer Centric Revenue Model and Author.

Here's what Nelson preaches about.

Liberate from outdated and harmful Sales-Led Growth, with Marketing-Led Growth™️ (MLG) via MODERN B2B Marketing and Sales model built for TODAY, not 40 years ago: The Buyer Centric Revenue Model™️

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Sunset SLG from 1980’s: Sales Development, Sales Assembly Line, quota, commission, forcing buyers artificially and prematurely to Sales. Turn Sales Development into Marketing with 2 experiments. SD first to thank you

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Sunset bloated Sales Assembly Line. Rebrand Sales as Customer Success, with the AE-CSM role combined

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Sunset contact info of uninterested buyers (MQLs) for Marketing. Revenue on initial sale (quota) for Sales

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Sunset commission (half salary withheld pending quota attainment, tiny probability to exceed full salary to extent quota exceeded) Or at least let CS choose

Here's what we talked about:

0:00 - Intro
4:06 - Getting to know Nelson Gilliat
5:19 - Gathering information for the “Marketing-Led Growth” book
11:39 - Marketing-Led or Sales-Led company
21:30 - What should the Product-Led companies do
25:45 - Buying experience is the most important thing
31:50 - Why companies need a growth playbook
35:43 - How to make a transition to Marketing-Led growth
39:22 - Sales development is the problem of the Sales-Led growth
41:19 - Interview your customers, don’t spam them
47:07 - If you do marketing right, you need way less sales
50:36 - The key growth and profit driver is marketing, not sales
55:48 - Prioritizing between sales and marketing
57:33 - What to do if a Sales-Led growth company refuses to change
1:02:50 - Outro


Find here more info about Nelson:

LinkedIn: https://www.linkedin.com/in/nelson-gilliat/

Marketing-Led Growth via The Buyer Centric Revenue Model: https://www.amazon.com/Death-SDR-Birth-Centric-Revenue-ebook/dp/B09GT562GL

Buyer Centric Revenue and Community: https://www.buyercentricrevenue.com/

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