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Welcome to Scale Your Sales weekly Monday 12 midnight GMT podcast, No 8. of 42 Best Podcast For Every Sales Professional 2020. Dedicated to learning from amazing experts and influencers to help you on your journey to Scale Your Sales. A show created for B2B executives, sales leaders, key account managers and customer serving professionals, to engage with lively conversations on customer experiences, strategic revenue growth and modern sales know-how.

I am Janice B Gordon, the Customer Growth Expert. Sales is not a function of the business; sales are the primary outcome of the business and marketing is a part of this sales process rather than the other way around. What is critical to a productive business is how the customer experiences the sales process and what outcomes the customer requires from the sale. The more focused you are on the customer outcome the more productive your sales process. More on Scale Your Sales website.

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Mar 28, 2021

My next guest of Scale Your Sales Podcast, was my Marketing Professor when I did my EMBA at Cranfield School of Management. Before he becoming a Professor at six of the UK's top Business Schools, he was Marketing and Sales Director of Canada Dry, with a sales force of 150. He is the author of 46 books, one of which has sold half a million copies. Welcome, Malcolm McDonald.

00:00 If you don’t know the Basics of Marketing, Social Media is not going to Work!

01:37 Why during the pandemic, Malcolm captured all his knowledge into online courses.

05:58 Why success in business requires new knowledge and skills.

09:29 Cranfield prepare Students and Managers to acquire the knowledge needed to become marketing specialists.

13:50 If you don’t know the basics of marketing, social media is not going to work.

19:22 How Malcolm McDonald's books come from deep understanding of the real-world issues.

22:29 Critically, only 5% of organisation have got financially qualified value propositions.

28:10 Why sales are made by the way you relate to your customers and your market.

30:38 Why you must ensure you focus on the right part of the market.

34:05 Discover what Malcolm McDonald would take on a Desert Island?

36:14 End