Sean Doyle | Be A Tactical Leader

[fusion_builder_container hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” status=”published” border_style=”solid” margin_top=”0″ padding_top=”0″ gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ background_blend_mode=”none” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ type=”legacy” admin_toggled=”yes”][fusion_builder_row][fusion_builder_column type=”1_1″ type=”1_1″ layout=”1_1″ center_content=”no” target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_style=”solid” border_position=”all” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ animation_direction=”left” animation_speed=”0.3″ last=”true” first=”true” min_height=”” link=”” background_blend_mode=”overlay” padding_top=”0″ margin_top=”0″ border_sizes_top=”0px” border_sizes_bottom=”0px” border_sizes_left=”0px” border_sizes_right=”0px”][fusion_title title_type=”text” rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ before_text=”” rotation_text=”” highlight_text=”” after_text=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” content_align=”left” size=”2″ font_size=”” animated_font_size=”” fusion_font_family_title_font=”” fusion_font_subset_title_font=”” fusion_font_variant_title_font=”” line_height=”” letter_spacing=”” margin_top=”” margin_bottom=”” margin_top_mobile=”” margin_bottom_mobile=”” text_color=”” animated_text_color=”” highlight_color=”” style_type=”default” sep_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” margin_top_small=”” margin_bottom_small=””]Sean Doyle[/fusion_title][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” content_alignment_medium=”” content_alignment_small=”” content_alignment=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” font_size=”” fusion_font_family_text_font=”” fusion_font_variant_text_font=”” line_height=”” letter_spacing=”” text_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]Here on Tactical Friday, we are welcoming back Sean Doyle, CEO, and Principal of Fitzmartin. Sean has spent the last 27 years running a B2B (business to business) sales and marketing consultancy helping executives of businesses grow and overcomes sales and marketing barriers based on groundbreaking research in behavioral change.

Last time we touched a bit on cognitive marketing, so today we will be learning how Sean builds winning cultures in the sales, marketing, and customer experience space. [/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” status=”published” border_style=”solid” margin_top=”20″ gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ background_blend_mode=”none” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ flex_column_spacing=”0px” type=”legacy” admin_toggled=”yes”][fusion_builder_row][fusion_builder_column type=”1_1″ type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” hover_type=”none” border_color=”” border_style=”solid” border_position=”all” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ box_shadow_color=”” box_shadow_style=”” background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_color=”” background_image=”” background_image_id=”” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” filter_type=”regular” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ first=”true” last=”true” border_sizes_top=”0px” border_sizes_bottom=”0px” border_sizes_left=”0px” border_sizes_right=”0px”][fusion_global id=”2249″][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” status=”published” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” border_style=”solid” margin_bottom=”20″ flex_column_spacing=”0px” type=”legacy” margin_top=”0″ padding_top=”0″ border_sizes_bottom=”0″ admin_toggled=”yes”][fusion_builder_row][fusion_builder_column type=”1_1″ type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” hover_type=”none” border_color=”” border_style=”solid” border_position=”all” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ box_shadow_color=”” box_shadow_style=”” background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_color=”” background_image=”” background_image_id=”” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” filter_type=”regular” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ first=”true” last=”true” border_sizes_top=”0px” border_sizes_bottom=”0px” border_sizes_left=”0px” border_sizes_right=”0px”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” fusion_font_variant_text_font=””]

Tactical Friday: Sales, Marketing, and Customer Experience with Sean Doyle

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Things you will learn in this episode:

[00:01 – 01:02] Opening Segment

I welcome back today’s guest, Sean Doyle

[01:03 – 7:20] Tactical Approach to Sales and Marketing

Sean’s advice to people starting out in marketing or just beginning to understand it
Late-stage sales enablement – sales barrier audit
Using Cognitive Marketing to map out the most effective tactics for sales
Identify gaps and barriers
Sean’s law firm example
Knowing all the needs and having the resources to follow
Marketing blind spots
People spend too much money on early-stage tactics awareness and not enough on sales support
An example of late-stage tactics from Sean’s experience
Being specific to the client
Get your team to build sales tactics

[07:21 – 14:05] Closing Segment

What’s the legacy you want to leave?
To have people say I pointed them to making great business decisions
There is truth, and you can stand truly on it like a rock
There’s a solution to every problem
How to find more of Sean
Links below
The first five people to order the book will receive it free
Final words

Tweetable Quotes:

“More deals are going to happen if the needs are all met.” – Sean Doyle

“The legacy I would love is to have a few people saying I pointed them to making better business decisions and equipping them to make further decisions” – Sean Doyle

Resources Mentioned:

You can connect with Sean on LinkedIn or email sean@fitzmartin.com. Visit his website https://seanmdoyle.com/ to learn more about his book and free videos. Also, check out Fitzmartin if you think they may be able to help you grow your business.

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Building Success Through Cognitive Marketing with Sean Doyle

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Let’s jump right in and learn how Sean creates success for businesses by using the model of cognitive marketing.

Things you will learn in this episode:

[00:01 – 05:39] Opening Segment

I introduce today’s guest, Sean Doyle
Principal at Fitzmartin, strategic marketing
Built a successful formula for clients
Sean gives a bit of detail to what he does
People don’t buy marketing, people want revenue
Using science to get results
Cog-Mar (cognitive marketing)
The theory of behavior change
Helping people go from unaware, to seeing a need for change
Objective framework

[05:40 – 15:13] Understanding Sales in Marketing

Sean talks about leadership blind spots in his field
Marketing is rarely invited to the table
Least pulled, biggest opportunity
Understanding can help you find success
You have to ask questions to see if someone is right to hire
The value of understanding sales
Marketing needs to be aware of sales
I talk about my experience with a firm not understanding my needs
Sean breaks down what happened to me
Had expectations set, putting pressure on something else to create revenue
Thinking you’re the expert is not scalable
Delegate sales and marketing
Visionary and implementer
Self-fulfilling prophecy

[15:14 – 26:36] The Best Communicator Wins

Giving a realistic budget to an outsourced marketer
Younger businesses vs. scaling businesses
Operational tactics for each stage
Being the best communicator
Example of other successful company
Finding the best story arch for a company
6 steps to get a customer to become a consumer/client
Ex. Awareness and Helping relationships
Focusing on the customer aligns sales and strategy
Ask the marketer – how people buy
Stories need to change with the needs of the listener
The Pain Map
Financial pain, personal pain, and strategic pain
Talk about pain with the customer

[26:37 – 41:48] Cognitive Marketing

Sean talks about the value you can get through his book
Links below
Sean talks more about behavioral change
A personal story from Sean
Changing for good
Giving structure and guidance to creative communicators
Give a work plan – What would it look like if…?
Moving people forward in the buying process
Using something outside of ourselves
How to get someone to shift into future goals
Knowing the most important needs of the company
Asking the right questions
Lifetime value

[41:49 – 45:02] Closing Segment

How to find more of Sean
Links below
Final words

Tweetable Quotes:

“Every leader should have an objective framework… We don’t ever want people in our company to say ‘I think’ or ‘I like.’ What we want people to say is, ‘we’re going to do this, because, at this stage in the consumer’s changing behavior, this is what they need.’” – Sean Doyle

“Marketing should be able to scale, marketing should also be understanding of what the customer needs; what are their problems? What are their pains…? Business largely is a game of communication.” – Sean Doyle

“Quit talking about yourself, and talk about the customer. The most powerful thing to talk about is pain because we as humans are highly motivated to avoid pain.” – Sean Doyle

Resources Mentioned:

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Tactical Friday: Sales, Marketing, and Customer Experience with Sean Doyle

Building Success Through Cognitive Marketing with Sean Doyle

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