Keenan – A Sales Guy – On Flipping the Funnel with Account-Based Marketing

June 2, 2016 Sangram Vajre

Prince. Madonna. Beyonce. Cher. Keenan.

One of the most important celebrities who’s star is rising in the B2B sales and marketing world is Keenan.


If you are looking for someone to follow who exudes energy, passion, and knows their stuff about all things startups, entrepreneurs, and salespeople, Keenan is your guy.  He is the Co-Founder of A Sales Guy and also the author of Not Taught, a book explaining what needs to be changed in the sales ecosystem. He will be speaking at the #FlipMyFunnel account-based marketing festival in Austin on June 7!

I had the privilege to catch up with Keenan and rack his brain about his knowledge in B2B, sales, and account-based marketing. Check out the video here:

Here are a few interesting facts about Keenan before I dive into the video highlights:

Favorite book?  “My favorite book is definitely Execution, by Ram Charan and Larry Bossidy

Someone you want to give a shoutout to? “Oh boy. I will give a little shout out to Angela Duckworth, the author of Grit, a new book out. She is a very smart and I really like how she breaks down the idea of Grit. We have all this conversation about rise-and-grind but she actually puts science behind it. So I’ll give a shoutout to her.”

If you weren’t an author, what else would you want to? “My goal is, if I had buy-the-Jets kind of money, I would build a research company like Pew Research but all I would want to study is social issues. I want to go out and do surveys on stuff nobody wants to touch that really enlightens us on what is truly happening. I want to research the issues and then make changes because them.”

1) The Loss of the Original Salesman

I hear so many people buzzing about sales development, marketing, and account-based marketing that I feel like there is a revolution happening. There is a revolution happening in enablement, there is a revolution happening in sales tools, but there is no revolution happening in the fundamentals of sales.

Companies are spending so much time focused on things like new tools and changes that the internet has brought, that sales teams altogether have lost track of developing salespeople that know the fundamentals of selling.

I feel this problem even on the marketing side of the house. We are so wrapped up in being marketing technologists, that we forget the importance of the art of storytelling. Back in the time of the original salesman and marketer, they didn’t rely solely on data to measure success, but instead the results were the customers. We all need to spend a little time thinking about how we can get back into the swing of customer-driven success.

“When I came up in sales we didn’t have sales enablement tools, we didn’t have the internet, we barely had email. In sales training or anybody who was spending time investing in the salesperson, it was all around, “How do I sell? What is your selling methodology? How are you delivering value proposition?”

With account-based marketing being a new category, we have to really dive in and focus on customers knowledge or  “account-based marketing” won’t even be a thing. Our sales team has a special job cut out for them, not only are they selling but they are also educating. So that customer-prioritized mindset is very important to us.

Let’s get back to the original salesman mindset says @Keenan #B2B #ABM #FlipMyFunnel
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2) The #Smarketing Relationship

In sales, there’s usually a gong ceremony that happens every time a deal closes in a lot of companies, but I don’t see that happening as much in marketing when they do things that drive revenue. The relationship of the #smarketing team goes hand-in-hand with one another if one team has a gong-worthy moment it has been driven by the other team in some way.

“There should be no situation, in any environment, where sales or marketing could be considered successful and the other one failed in the same organization. Period. End of discussion.”

#Smarketing must work hand in hand for success in an organization. -@Keenan #ABM
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“Here’s a good example. I don’t care if marketing delivered on the 200 leads they said they were supposed to deliver on. If the sales team was only at 80% of quota, then marketing failed. I don’t care that somehow sales did 150% of quota and marketing only did 30% of the leads that now marketing failed.

3) Overview of the book, Not Taught

Let’s talk about the book. In the book, Keenan talks about what is not taught in today’s sales environment, so here is an overview of the book:

We have moved from the industrial age to the information age and with that came a flood of information right at our fingertips. Some may say this is a great thing, but Keenan would disagree. In the industrial age, access to information was guarded and held by a small few like newspapers, companies, and people who went to universities. Anyone not in with these things had to go out of their way to obtain information that they needed. Now, we are in the information age with the internet. People like Justin Bieber, who were no-bodies are able to make themselves successful. Because all of this has changed, the rules to be successful and capitalize on this have changed. Yet, no one is teaching us. The schools, our parents, our friends, they’re still teaching us the old school methods. Until you understand what the new school methods are of capitalizing on the information age, you’re not going anywhere. That’s why it is called Not Taught: What it Takes to be Successful in the 21st Century.

Check out @Keenan’s book “Not Taught” for a look at the changes being made by the information age….
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I’m super pumped that Keenan is going to be speaking at the #FlipMyFunnel Festival in Austin next week. He will be talking about how sales and marketing’s ego is keeping them away from maximizing their sales organizations. These egos are preventing #smarketers from selling and marketing in ways that will drive greater amounts of revenue. He is going to break down how sales and marketing’s ego is keeping them from maximizing their sales organizations. This will be a session that you don’t want to miss.

Big thanks to Keenen for taking the time to join me and share more about his outlook on the sales industry and his thoughts in Not Taught. It is truly fascinating how the industry is changing and how sales and marketing teams are evolving with it. I’m excited to see where the industry goes next.

The post Keenan – A Sales Guy – On Flipping the Funnel with Account-Based Marketing appeared first on Terminus.

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