Guest: Ed Porter

What’s the reason customers bought from you and will buy from you again? Don’t know? Look to the end of your buyer’s journey — to the team that helps customers successfully use their purchase. That’s the advice of Ed Porter, fractional Chief Revenue Officer of Blue Chip CRO and today’s Market Dominance Guys’ guest. In this third of three conversations with our podcast’s hosts, Corey Frank and Chris Beall, Ed suggests that you find out what’s working for customers, then take that information back to marketing to finetune the value description of your product so that it matches what customers are reporting. That’s the way to successfully sell your product: Start with the end in mind and work backward to inform marketing strategies and sales messaging. If you didn’t think that customer success had anything to do with selling, it’s time to reconsider, as today’s Market Dominance Guys’ episode’s title says, “What Customer Success Can Do for You.”
Listen to the previous two episodes with Ed Porter.
 
About Our Guest
Ed Porter is a fractional Chief Revenue Officer for Blue Chip CRO, providing coaching and strategy planning services for executives and startups, and helping them rethink and refocus revenue strategies to accelerate growth. He assists his clients in aligning their revenue teams — marketing, sales, enablement, and customer success — to build accountability at every step of their organization, leading to accelerated and sustainable growth. Ed is also an investor and advisor to startups in the Columbus area.

Whether you’re new to sales or a seasoned cold caller, you no doubt have a go-to way of starting a phone conversation with a prospect. Excellent! But how’s that working for you? Ed Porter, the fractional Chief Revenue Officer of Blue Chip CRO is our Market Dominance Guys' guest. He talks today about scripts, pattern-interrupts, and the art of conversation with our hosts, Chris Beall and Corey Frank. As Chris points out, that first conversation is an ambush call, and nobody likes to be ambushed, especially by an invisible stranger. Ed totally agrees and adds that “Fear prevents us from picking up the phone” — which is true whether you’re the salesperson or the prospect. So, what can generally get both the caller and the prospect past that fear? A well-constructed cold-calling script, but not necessarily one that a salesperson makes up on their own. Ed says it’s got to be architected from a sound plan that includes expertise and advice from both the marketing and customer success teams, which is why we’ve titled today’s Market Dominance Guys’ episode, “The Architecture of a First Conversation.”
Listen to his previous episode: EP134 - Is sales the real problem?
 
About Our Guest
Ed Porter is a fractional Chief Revenue Officer for Blue Chip CRO, providing coaching and strategy planning services for executives and startups, and helping them rethink and refocus revenue strategies to accelerate growth. He assists his clients in aligning their revenue teams — marketing, sales, enablement, and customer success — to build accountability at every step of their organization, leading to accelerated and sustainable growth. Ed is also an investor and advisor to startups in the Columbus area.

If a company isn’t experiencing success, the finger of blame is usually pointed at the sales department. Ed Porter, the fractional Chief Revenue Officer of Blue Chip CRO, is here to say that it ain’t necessarily so. Ed joins our Market Dominance Guys, Chris Beall and Corey Frank, on today’s podcast to talk about his experience in helping companies ferret out the real culprits — and it’s not always the sales reps. In exploring the problem with his own customers, Ed has discovered that marketing and customer success are often the departments that need some repair or fine-tuning. He wholeheartedly agrees with one of Chris’ maxims: In a cold call, “technology amplifies ‘suck’,” which is what you’ll see if there’s a technology-provided increase in your cold-calling speed but there’s no company alignment of messaging, training, coaching, and follow-up. So, take Ed’s advice for business trouble-shooting and ask yourself the question posed by today’s Market Dominance Guys’ title, “Is Sales the Real Problem?”
About Our Guest
Ed Porter is a fractional Chief Revenue Officer for Blue Chip CRO, providing coaching and strategy planning services for executives and startups, and helping them rethink and refocus revenue strategies to accelerate growth. He assists his clients in aligning their revenue teams — marketing, sales, enablement, and customer success — to build accountability at every step of their organization, leading to accelerated and sustainable growth. Ed is also an investor and advisor to startups in the Columbus area. 
Connect with Ed Porter on LinkedIn