Nick presents a special episode in the company of Jason Horsman, co-founder of Matter, a B2B sales outsourcing and data-driven consultancy. They discuss the evolution of Jason's career, the challenges of aligning sales and marketing in legacy organisations, and the importance of data in modern B2B sales strategies.

Jason shares insights into his business's mission to reclassify business data and the journey of merging with a tech company to enhance their offerings. Nick mentors Jason live, and together they delve into the complexities of scaling a business, the significance of productisation, and the need for operational efficiency as they aim for significant growth and profitability.

KEY TAKEAWAYS

• Data is crucial for effective sales and marketing strategies, especially as buyer behaviour evolves with the rise of millennial and Gen Z decision-makers. Organisations need to prioritise data to enhance their sales processes.
• Many B2B organisations, particularly in traditional sectors like manufacturing, struggle with cultural shifts and adapting to modern sales and marketing practices. This often leads to misalignment between sales and marketing functions.
• There is a strong focus on transitioning from bespoke services to productised offerings. This shift can lead to improved profitability and efficiency, as standardised products are easier to market and sell compared to customised solutions.
• The need for investment is highlighted as a way to accelerate growth, particularly in developing technology products that can be sold as self-serve solutions. This investment is essential for scaling operations and enhancing service delivery.

BEST MOMENTS

"I think the key challenges in B2B remain misalignment of sales and marketing functions. Data not being at the heart of what organisations are doing."

"We've really tuned into that kind of mindset. The heart of the business really... is an AI market mapping tool."

"I think a lot of organisations are playing catch up on data. It's almost like the rate of change down here with the buyer has overtaken the cultural legacy."

"I think the ultimate problem we see isn't actually with the sales and marketing leaders; I think they get this point now."

GUEST RESOURCES

Jason Horsman LinkedIn - https://uk.linkedin.com/in/jason-horsman-b16399b

VALUABLE RESOURCES

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Nick’s LinkedIn: https://highvalueexit.com/li

Nick Bradley is a world-renowned author, speaker, and business growth expert, who works with entrepreneurs, business leaders, and investors to build, scale and sell high-value companies.

He spent 10+ years working in Private Equity, where he oversaw 100+ acquisitions, 26 exits, and over $5 Billion in combined value created. He has one of the top-ranked business podcasts in the UK (with over 1m downloads in over 130 countries). He now spends his time coaching and consulting business owners in building and scaling high-value business towards life-changing exits.

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