{"id":4714,"date":"2025-12-31T11:25:07","date_gmt":"2025-12-31T16:25:07","guid":{"rendered":"https:\/\/sellingsherpa.com\/?p=4714"},"modified":"2025-12-31T11:25:09","modified_gmt":"2025-12-31T16:25:09","slug":"sales-wisdom-of-mark-cranney-podcast-summaries","status":"publish","type":"post","link":"https:\/\/sellingsherpa.com\/index.php\/2025\/12\/31\/sales-wisdom-of-mark-cranney-podcast-summaries\/","title":{"rendered":"Sales Wisdom of Mark Cranney (podcast summaries)"},"content":{"rendered":"<div class=\"nolwrap\">\n<h2 class=\"wp-block-heading\">The Investor + Operator Podcast: How to Build a World-Class Revenue Org with Mark Cranney, Former a16z Partner (Nov 28, 2023)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When hiring an AE, I&#8217;m looking for success themes and progression\n<ul class=\"wp-block-list\">\n<li>Intelligence (IQ &amp; EQ)<\/li>\n\n\n\n<li>Courage \/ Perseverance<\/li>\n\n\n\n<li>Focus &amp; Discipline<\/li>\n\n\n\n<li>&#8220;Woo&#8221; &#8211; how they carry themselves; personality; ability to get attention<\/li>\n\n\n\n<li>Ability to work in a team<\/li>\n\n\n\n<li>Competitiveness<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>When hiring a head of sales, CEOs of early stage companies should look for candidates who have put together their own playbook rather than executing somebody else&#8217;s.  So much also depends on alignment:\n<ul class=\"wp-block-list\">\n<li>Motion: PLG; inbound\/marketing-led; outbound sales-led (bottom up vs. top down); channel-led<\/li>\n\n\n\n<li>Size: strategic; enterprise\/majors; mid-market\/commercial; SMB<\/li>\n\n\n\n<li>Product complexity<\/li>\n\n\n\n<li>Verticals<\/li>\n\n\n\n<li>Competitive dynamics: greenfield; brownfield\/knock-out<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Also when assessing sales leaders\n<ul class=\"wp-block-list\">\n<li>Are they a student of the game?<\/li>\n\n\n\n<li>As a leader, do they have a following who will come with you to the next place?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>&#8220;The value of a go-to-market organization is to help customers determine what their buying criteria is.  It is not about communicating value; it is about creating value.&#8221;<\/strong><\/li>\n\n\n\n<li>In the first 90 days as a new CRO of a startup, run a bootcamp\n<ul class=\"wp-block-list\">\n<li>Include everyone &#8211; sales, marketing, professional services, and CS<\/li>\n\n\n\n<li>Delivered by the executive leadership team<\/li>\n\n\n\n<li>50% product<\/li>\n\n\n\n<li>50% process: Go through all the stages and gates of the sales process in case-study fashion using actual customer examples. Arm them with messaging &amp; questions. Make them pitch-certify on each step. <\/li>\n\n\n\n<li><strong>Make bootcamp competitive and be prepared to exit people who do not meet standard<\/strong><\/li>\n\n\n\n<li>Bootcamp is also a forcing function to identify gaps in: strategy; content; roadmap; revtech; pricing &amp; packaging<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>I want my SEs to be on par with a strong technical product manager<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The Run Revenue Show: How to Navigate Downturns and Adapt to Market Changes with Mark Cranney, Go-to-Market Advisor (Aug 21, 2023)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You need to accurately forecast both good news and bad news<\/li>\n\n\n\n<li>I&#8217;ve always operated with a rolling 5-quarter forecast<\/li>\n\n\n\n<li>You should have executive sponsorship and activity on key deals<\/li>\n\n\n\n<li>You have to be excellent at competing against &#8216;do nothing&#8217;<\/li>\n\n\n\n<li>Book recommendation: Art of War<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">IoT Connect Podcast with Guest Mark Cranney (Oct 20, 2022)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(this was a conversation about SkyDio and drone applications)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The GTMnow Podcast: GTM1 &#8211; Creating a Winning Culture with Mark Cranney (Oct 18, 2022)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On talent\n<ul class=\"wp-block-list\">\n<li>Track record of exceeding quotas (or being in competitive environments if coming right out of school)<\/li>\n\n\n\n<li>Character &#8211; Focused\/disciplined; &#8220;woo&#8221; to get people to rally around them<\/li>\n\n\n\n<li>&#8220;Golden spur&#8221; = what is driving them to want to be successful<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>The people you hire need to want (opt-in) to work in the system and culture you have built<\/li>\n\n\n\n<li>Ideal new hire bootcamp\n<ul class=\"wp-block-list\">\n<li>4 to 5 days, in-person<\/li>\n\n\n\n<li>50% product &amp; market including: value proposition; segmentation\/targeting; competitive differentiators; roadmap to close competitive product gaps; competitive playbooks to defeat incumbents, upstarts, and &#8216;do nothing&#8217;<\/li>\n\n\n\n<li>50% sales process &#8211; based of case studies with customers<\/li>\n\n\n\n<li>Some people may not make it through bootcamp<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Confidence comes from unconscious competence<\/li>\n\n\n\n<li>&#8216;Executing a competitive strategy&#8217; is a phase that comes before the &#8216;technical validation event&#8217;<\/li>\n\n\n\n<li>It is our job in sales to teach prospects how to evaluate new technology. <\/li>\n\n\n\n<li>PoCs\/PoVs couple technical validation with ROI\/business case<\/li>\n\n\n\n<li>You have to get granular on the buying criteria at each of three levels: CxO, middle managers, and individual users.<\/li>\n\n\n\n<li>&#8220;If you are not laying competitive traps, you are stepping in them.&#8221;<\/li>\n\n\n\n<li>Highly competitive environments will look toxic to some people and look like heaven to others.<\/li>\n\n\n\n<li>Be a student of the game &#8211; practice, drill, rehearse. It is what you are doing when no one is looking.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">I&#8217;m Not Selling You Anything: Mark Cranney (Aug 10, 2022)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>At PTC, you measured your time in quarters. There was high accountability.<\/li>\n\n\n\n<li>When you speak with a gate keeper, just give your first name so they assume you are someone well known.<\/li>\n\n\n\n<li>Competence -> confidence -> conviction -> courage<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Legends of Sales &amp; Marketing: Sales Legend Mark Cranney, Former COO of SkyDio (Sep 14, 2021)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PTC had to retool its GTM when transitioning from CAD\/CAM to PLM.<\/li>\n\n\n\n<li>&#8220;The two big drivers of value creation [during the sales process] are technical validation\/POC and building the business case with ROI.<\/li>\n\n\n\n<li>Why you over someone else is where the technical validation comes into play and the business case starts to form. <\/li>\n\n\n\n<li>You need to understand the buying criteria of people at all 3 levels of the value pyramid:\n<ul class=\"wp-block-list\">\n<li>CxOs: Focused on setting strategies, objectives, and initiatives. They determine &#8216;why do anything&#8217; and later on &#8216;why now.&#8217;<\/li>\n\n\n\n<li>VPs\/Directors: Focused on achieving funded initiatives. They determine &#8216;why you&#8217; via the PoC.<\/li>\n\n\n\n<li>Individual contributors: Focused on using technology and process to fulfill the initiative.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Mission Daily: Running Your Business Like a Team Sport with Mark Cranney (Jun 20, 2019)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a16z Executive Briefing Program\n<ul class=\"wp-block-list\">\n<li>Focus: G2000 and large government agencies<\/li>\n\n\n\n<li>Roles: Mainly CIOs but sometimes other CxOs<\/li>\n\n\n\n<li>Value Offered: &#8220;Curated Innovation&#8221; &#8211; Tell us about your initiatives and we will go inside or outside our portfolio to curate a list of companies to put 1:few in front of the executive<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Selecting talent using success themes\n<ul class=\"wp-block-list\">\n<li>Courage, focus, discipline, &#8216;woo&#8217;, what things they have had to overcome, where they are at in their life stage<\/li>\n\n\n\n<li>junior military officers; team sport athletes<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Sales Hacker Podcast: 21. The Making of a Top-Producing Silicon Valley VP of Sales w\/Mark Cranney (Aug 22, 2018)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Talent:\n<ul class=\"wp-block-list\">\n<li>Track record of past performance<\/li>\n\n\n\n<li>Character: Courage; Competitiveness; Focus\/Discipline\/work ethic to get better on a day to day basis; Coachability; empathy; intellectual curiosity to figure things out<\/li>\n\n\n\n<li>Golden spur = what motivates them<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Example of courage: Overcoming resistance in a sale by going around or above<\/li>\n\n\n\n<li>Competence gives you confidence which gives you courage<\/li>\n\n\n\n<li>Hire for strengths since it is difficult to fix weaknesses<\/li>\n\n\n\n<li>Criteria for a great startup CRO\n<ul class=\"wp-block-list\">\n<li>Great recruiting eye<\/li>\n\n\n\n<li>Have not merely executed by actually created a sales playbook for your GTM motion<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Get very granular on actual AE productivity during ramp<\/li>\n\n\n\n<li>It is a mistake outsource sales process design and enablement. <\/li>\n<\/ul>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The Investor + Operator Podcast: How to Build a World-Class Revenue Org with Mark Cranney, Former a16z Partner (Nov 28, 2023) The Run Revenue Show: How to Navigate Downturns and Adapt to Market Changes with Mark Cranney, Go-to-Market Advisor (Aug 21, 2023) IoT Connect Podcast with Guest Mark Cranney (Oct 20, 2022) (this was a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4716,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_import_markdown_pro_load_document_selector":0,"_import_markdown_pro_submit_text_textarea":"","_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":false,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-4714","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","entry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - 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