Burn The Playbook - B2B GTM Strategies with Marc Crosby
🎙 Burn The Playbook is our podcast for rebels who refuse outdated go-to-market strategies. Hear from business leaders, sales renegades, and operators who challenge the status quo and build what works instead. 👉 Subscribe for weekly episodes, growth insights, and unfiltered takes from the front lines. Digital Rebels Consulting helps B2B manufacturing and industrial companies escape the commodity trap and stand out where others blend in. Digital Rebels Consulting works with growth-minded teams to realign sales, marketing, and positioning so you can win on value, not just price. Learn more: DigitalRebelsConsulting.com LinkTree: https://linktr.ee/digitalrebelsconsulting
Episodes
AI for life science sales and marketing that actually moves revenue. In this episode of Burn The Playbook, Marc Crosby digs in with Matt Wilkinson, founder of Strivenn, on how commercial teams cut through hype and apply AI where it matters: personas, buying groups, objection prep, and sales practice that sticks.
What you’ll learn
- How “persona AI” turns real LinkedIn and VOC data into a usable synthetic customer
- A simple way to map...
B2B sales has flipped. Buyers complete most of the journey before you show up, and GenAI is doing the research. In this episode, Graham Hawkins explains how to win in a buyer-led era with GEO, deep selling, and agentic tools that cut wasted effort.
Original release of this episode, July 25th 2025
Graham Hawkins Bio
With more than 34 years of business experience in executive B2B sales and sales leadership roles, Graham Hawkins is ...
Gap Prospecting that gets replies. Keenan breaks down problem-centric outbound, the Problem Identification Chart, and how to write messages that create intrigue and interest. If you’re stuck in activity theater, this flips the script. Keenan is the CEO of A Sales Growth Company, a Forbes Top 50 Social Seller, and one of the most cited sales experts in the world. He wrote Not Taught and the bestselling Gap Selling, with his new book...
LinkedIn Strategy 2026: Headlines, Comments, and Sales Activation | Brenda Meller - Meller Marketing
LinkedIn strategy for business in plain English. Learn how to fix your profile, post with purpose, and turn daily activity into real pipeline. Guest expert Brenda Meller shares simple steps any team can use in 15 minutes a day.
Helping the self-employed, executives, and corporate teams enjoy a bigger slice of the LinkedIn pie, Brenda Meller is a former corporate marketer turned LinkedIn coach as an entrepreneur, national speaker, Ch...
The Framemaking Sale for B2B sales. How to create buyer confidence, reduce regret, and win bigger, cleaner deals. Brent Adamson shares why “be helpful” beats “be the smartest” in 2025.
What you’ll learn
- What “frame making” is and how it differs from Challenger
- How to drive high quality, low regret deals
- Where frame making plugs into discovery, objections, and coaching
- Why differentiation now means reducing decision complexity
- How to ...
AI marketing for B2B that actually drives revenue, not vanity clicks. CEO Melih Oztalay of SmartFinds Marketing breaks down predictive scoring, active CTAs, chatbots, and SmartPress distribution so you can show up in news and AI surfaces. If you’re planning 2026 budgets, this episode gives you the stack and cadence to win.
Melih Oztalay is the CEO of SmartFinds Marketing and a digital strategist with over 35 years of experience hel...
Business networking that actually produces deals. Entrepreneur Joe Mindak breaks down “Connectors Get Paid,” The Connective community, and how Nolodex helps companies track and reward referrals. If you want a pipeline that doesn’t stall, pay the connectors and make your whole org part of sales.
What you’ll learn
- What a connector is and why connectors get paid
- Trust vs numbers: how real referrals close faster
- Follow-up that isn’t pu...
Trade show strategy that actually drives revenue. In this episode, Alison French, founder of LTO and creator of ShowScout, breaks down how to turn conferences and exhibit halls into qualified pipeline instead of expensive hope. If you sell B2B and still treat events like a “brand play,” this is your wake-up.
What you’ll learn
- Why conferences outperform big expos for B2B sales, and when to skip a show
- How to pick events: national v...
Leadership Under Fire: People, Process, & Persistence | Joseph Polanin - Founder Alaka'i Group
Episode snapshot
From special operations to the boardroom. Joe shows how vision, strategy, and talent work only when they work together. We cover hiring for values, over communication that actually builds trust, killing silos without calendar bloat, and taking prudent risk instead of chasing a zero-defect fantasy.
Highlights
Bio:
James Santy is the founder and CEO of The Sales DREAM, with more than 20 years of experience spanning frontline sales, sales operations, and executive leadership. His career has been defined by a consistent ability to transform sales organizations, build scalable infrastructure, and deliver measurable growth.
Summary
In this conversation, Marc Crosby interviews James Santy, founder and CEO of The Sales Dream, discussing...
Summary
In this conversation, Marc Crosby interviews Karena Bell, a financial strategist, about the importance of profit optimization in businesses. They discuss common mistakes made by B2B leaders, such as focusing on revenue over profit, and the various profit leaks that can occur within organizations. Karina emphasizes the significance of effective contract management, tariff considerations, and the role of AI in enhanc...
Summary
In this episode of Burn the Playbook, Marc Crosby interviews Richard Blundell, a SaaS sales and go-to-market expert with over 20 years of experience. They discuss Richard's journey as an author and consultant, the importance of understanding customer needs, and the common pitfalls founders face in scaling their businesses. Richard emphasizes the significance of empathy in sales, the necessity of revisiting fou...
Navigating Growth in Challenging Times | Insights with Kendall Justiniano
As the Founder and Managing Director of Growth Arc Advisors LLC, Kendall Justiniano helps chemical clients find untapped growth opportunities through his team’s expertise in marketing & sales, value growth and strategic transformation. With over 30 years of leadership experience, Kendall is a seasoned chemical executive who has worked across mult...
Scott Marker – Author, Business Growth Strategist & Networking Leader
Scott Marker is a two-time author of sales and marketing books, including the bestseller BROKEN – How To Fix B2B Sales, Drive Profitable Growth & Win. With two decades of experience spanning startups to Fortune 50 companies, Scott helps businesses accelerate growth through modern sales strategies, marketing innovation, and the use of AI.
In this episode of Burn the Playbook, Marc Crosby sits down with David Nathan, the CEO of Scaler Marketing. They discuss David's transition from exploring jungles in Costa Rica to founding a successful marketing agency that specializes in science and tech industries. David shares his insights on the importance of having a website that serves as an effective sales tool, the pitfalls of relying on outdated or poorly designed sit...
Mastering B2B Sales with Petra Wagner: From Enterprise Exec to AI Coach
Join Marc Crosby and guest Petra Wagner, a B2B sales strategist with over 20 years of experience at Microsoft and IBM. Petra shares invaluable insights from her journey, including the challenges of transitioning from enterprise sales to helping startups achieve consistent revenue. Learn about the importance of personalized sales approaches, leveraging ...
In this conversation, Marc Crosby and Graham Hawkins explore the evolving landscape of B2B sales, emphasizing the need for sales professionals to adapt to the new buyer journey, which is increasingly influenced by AI and digital tools. They discuss the importance of visibility in the sales process, the necessity of understanding customer motivations, and the shift from traditional sales funnels to more dynamic approaches. Hawkins s...
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