• Exploring Value in Modern Tech Sales with David Yockelson
    Feb 24 2025

    In today's episode, Jack Cochran and Matthew James sit down with David Yockelson, Distinguished VP and Gartner Fellow, to discuss the evolution of value realization in tech sales. They explore how buyer behaviors have changed, the importance of understanding customer needs before leading with technology, and practical approaches for pre-sales professionals to shift towards value-based selling.

    To join the show live, follow the PreSales Collective's LinkedIn page or join the PSC Slack community for updates. The show is bi-weekly on Tuesdays, 8AM PT/11AM ET/4PM GMT.

    Follow the Hosts and Guest

    • Connect with Jack Cochran: https://www.linkedin.com/in/jackcochran/

    • Connect with Matthew James: https://www.linkedin.com/in/matthewyoungjames/

    • Connect with David Yockelson: https://www.linkedin.com/in/david-yockelson-452324/

    Links and Resources Mentioned

    • Join PreSales Collective Slack: https://www.presalescollective.com/slack

    • PreSales Collective newsletter: https://www.presalescollective.com/newsletter

    Timestamps

    00:00 Introduction

    03:33 The current issues in tech

    10:48 How to stop talking about your tech to focus on value

    23:04 Understanding your customer’s business

    27:55 The place of demos on the website

    31:15 Practical approaches to shifting to value

    Key Topics Covered

    1. Changes in B2B Tech Buying

      • Diversification of buying teams

      • Shift from technical to business-focused decisions

      • Evolution of the buying process

      • Increased financial scrutiny on deals

    2. Value-Based Selling Approaches

      • Understanding buyer personas and value drivers

      • Moving beyond technical features

      • Building and defending business cases

      • Articulating value to different stakeholders

    3. Pre-Sales and Marketing Collaboration

      • Alignment between product marketing and SEs

      • Value modeling and demonstration strategies

      • Website demo effectiveness

      • Data collection and buyer insights

    4. Interactive Demonstrations

      • Role of self-service demos

      • Converting website visitors

      • Collecting valuable user interaction data

      • Creating warmer sales conversations

    5. Practical Implementation

      • Leveraging SE expertise across the sales cycle

      • Demonstrating impact on revenue

      • Supporting customer success and adoption

      • Documenting value contribution

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    35 mins
  • Beyond Automation: Amplifying SE Teams using AI Agents with Dean Shu
    Feb 10 2025
    Show Notes

    In today's episode, Dean Shu (CEO & Co-founder, Arphie) joins Jack Cochran and Matthew James to discuss AI agents in PreSales and the evolution of the industry. They explore the changing landscape of PreSales leadership, practical applications of AI, and strategies for evaluating AI solutions.

    Thank you to Arphie for sponsoring this episode. Arphie is the leading AI-powered platform for automating RFPs and security questionnaires. Arphie empowers teams — from the Fortune 500 to high-growth startups — to save time, improve accuracy, and deliver results faster than ever by combining your prior responses and company context with the latest AI agent capabilities.

    To join the show live, follow the PreSales Collective's LinkedIn page. PreSales LIVE airs bi-weekly on Tuesdays, 8AM PT/11AM ET/4PM GMT.

    Links and Resources Mentioned
    • Join the Presales Collective Slack:https://presalescollective.com/slack
    • Contact Dean Shu: dean@arphie.ai https://www.linkedin.com/in/dean-shu/
    • LE SSERAFIM, Crazy EP: https://open.spotify.com/album/538vEfAgLJ6g2I8ubuOlap?si=so9xz_qMQBatFqHMDTp5sw
    • Hidden Brain podcast episode with Brian Klass - https://open.spotify.com/episode/5MowfIBQdmQEIMYdDL3MYK?si=fff1b1731daa48ff
    Timestamps

    00:00 - Introduction

    03:13 - What are you listening to

    06:30 - Dean's background

    09:20 - What's top of mind for presales leaders?

    11:57 - How to make a presales tech purchase

    20:13 - What are AI agents?

    26:40 - How do you properly explore AI?

    32:25 - Is AI going to replace people?

    35:41 - Outro

    Key Topics Covered
    1. PreSales Leadership Evolution
      • Elevating the sales engineering role
      • Building stronger cross-functional partnerships
      • Gaining executive-level presence
    2. Understanding AI in PreSales
      • Different types of AI models and their applications
      • AI agents vs. traditional AI tools
      • Real-world implementation strategies
    3. Evaluating AI Solutions
      • Key criteria for vendor selection
      • Security considerations
      • Proof of concept best practices

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    36 mins
  • Human Qualities of Presales Leadership with Ron Whitson
    Jan 27 2025

    In this episode, Jack Cochran (General Manager, PreSales Collective) and Matthew James discuss the human qualities of presales leadership with special guest Ron Whitson. Ron shares insights from his 30-year career in the industry, discusses his book "A Friendly Human in Presales," and explores how leaders can effectively transition from being top individual contributors to successful team leaders.

    To join the show live, follow the PreSales Collective's LinkedIn page. PreSales LIVE airs bi-weekly on Tuesdays, 8AM PT/11AM ET/4PM GMT.

    Links

    Follow the Hosts & Guest

    • Connect with Jack Cochran: https://www.linkedin.com/in/jackcochran/
    • Connect with Matthew James: https://www.linkedin.com/in/matthewyoungjames/
    • Connect with Ron Whitson: https://www.linkedin.com/in/ronwhitsonse/

    Links and Resources Mentioned

    • PreSales Collective Slack: https://www.presalescollective.com/slack
    • Ron's Book "A Friendly Human in Presales": https://a.co/d/gJIwWE7
    • She Means Biz Podcast: https://open.spotify.com/show/3zx8BmZ9PrURuASJbAemDu?si=26772c8356854348
    • Talking Too Loud with Chris Savage Podcast: https://open.spotify.com/show/21btwSaqoaF8SDxmwcLMIQ?si=37aa691ee80b4a0f

    Timestamps

    00:00 Welcome and Introductions

    03:54 What are you Listening to?

    07:23 Ron's Journey to PreSales Leadership

    13:56 Transitioning from IC to Leader

    16:12 Coaching vs. Telling

    19:11 One Plus One is More than Two

    21:17 Importance of One-To-Ones

    26:02 Coaching your Team to be Different than You

    31:15 Practice Humility

    Key Topics Covered

    1. Leadership Transition

    • Moving from individual contributor to leader
    • Common challenges and mindset shifts
    • IBM's leadership training program insights

    2. Essential Leadership Qualities

    • Empathy and humility in leadership
    • Balancing directness with support
    • Creating space for team growth
    • Regular one-on-one communications

    3. Effective Team Development

    • Coaching approaches vs. direct instruction
    • Building trust and relationships
    • Removing roadblocks for team success
    • Understanding personality types

    4. Practicing Humility as a Leader

    • Provide room for your team to take the spotlight
    • Be open to different ways of doing things
    • Listen more and speak less
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    35 mins
  • The State of Presales in 2025 with Matthew James
    Jan 13 2025

    In today’s episode, Jack Cochran (General Manager, PreSales Collective) and new co-host Matthew James discuss the evolution of PreSales Collective and key industry trends for 2025. They announce the expansion of local PSC chapters, tease upcoming leadership conferences, and explore controversial topics like AI in pre-sales and team structure debates. The episode offers insights into career development opportunities beyond traditional paths and emphasizes the importance of community involvement in shaping the future of pre-sales.

    To join the show live, follow the PreSales Collective’s LinkedIn page or join the PSC Slack community for updates. The show is bi-weekly on Tuesdays, 8AM PT/11AM ET/4PM GMT.

    Follow the Hosts

    • Connect with Jack Cochran: https://www.linkedin.com/in/jackcochran/
    • Connect with Matthew James: https://www.linkedin.com/in/matthewyoungjames/

    Links and Resources Mentioned

    • Follow the PreSales Collective's LinkedIn Page: https://www.linkedin.com/company/presalescollective
    • Join PreSales Collective Slack: https://www.presalescollective.com/slack
    • PreSales Collective newsletter: https://www.presalescollective.com/newsletter
    • Simon Sinek's "A Bit of Optimism" podcast episode with Trevor Noah: https://simonsinek.com/podcast/episodes/trevor-noah-makes-my-brain-hurt/
    • Jack's YouTube video on microphone quality: https://youtu.be/B6nl64Sv7pw?si=wtOud1fS27ryqavI

    Timestamps

    00:00 - Welcome

    01:26 - PSC Unlimited

    02:34 - Show Kickoff

    05:20 - Regional Community Leader Launch

    12:24 - In-Person Leadership Conference Teaser

    16:12 - Changes to PreSales LIVE & PreSales Podcast

    18:02 - What Have You Been Listening To?

    22:03 - Topics for 2025

    28:16 - How to Get Involved in the PSC

    Key Topics Covered

    1. PreSales Collective Updates

    • Launch of PreSales Live show
    • New regional community leader program
    • Upcoming leadership conferences (announcement pending)
    • Slack community surpasses 16,000 members

    2. Industry Trends for 2025

    • Presales influence within organizations
    • Career paths and organizational changes
    • Moving beyond demo-centric roles
    • AI and automation in presales
    • Team structure debates (pre/postsales integration)

    3. Getting Involved

    • Regional Community Leader opportunities
    • Content creation and speaking opportunities
    • Local chapter participation
    • Blog writing and podcast guest appearances



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    35 mins
  • Sneak Peek at 2025
    Dec 16 2024

    As 2025 approaches, the PreSales Podcast has some exciting changes coming! First and foremost, Matthew James is joining Jack Cochran as co-host of the podcast.

    Also, starting in January, the show will be recorded live on LinkedIn via the new show PreSales LIVE! Join Matthew and Jack as they talk to guests and answer a live Q&A at the end of each episode.

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    4 mins
  • A Fireside Chat with the New GM of PSC
    Nov 18 2024

    Today on the PreSales Podcast we have an exciting announcement, we have the pleasure and opportunity to announce the next General Manager at PreSales Collective, Jack Cochran.

    We talk about this exciting new chapter for PreSales Collective, how we are expanding with a new PreSales Collective board of directors, the excitement of hitting the milestone of 50,000 members, and the community's future.

    What I love most about Jack is that he is deeply rooted in this thing, he has experience running communities, content creation, like his podcasts, and a passion to drive the collective forward.

    We discussed Chris' proudest moments here, lessons learned over the past 17 months, and his transition into the board of directors. Chris will still be extremely active in the community at large.

    This is a story between two humans, discussing our love and appreciation for this profession. I am thrilled to see this organization continue to help people worldwide, so let’s jump right in with Jack.

    Thank you so much for tuning in. I hope you enjoyed as much as I did.

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    41 mins
  • The Demo Challenge: Capturing Buyer Attention Before the Demo w/Todd Janzen
    Nov 5 2024

    Welcome to the Pre-Sales Podcast! Today we have a fantastic guest joining us—Todd Janzen.

    Todd brings a wealth of experience from his impressive career in pre-sales, including his time at Salesforce and now as SVP of Customer Success and Buyer Enablement, Consensus

    In our conversation, we dive into the presales craft, influence in GTM, and more. One of the standout points was Todd's focus on the statistic that 83% of B2B buyers engage in self-discovery before ever speaking to a sales representative.

    We also explore Todd's unique journey into pre-sales, starting from his early days in consulting to becoming a solution engineer at Salesforce. He shared insights on how he developed innovative approaches to enhance demo environments and improve the overall buyer experience, emphasizing the need for solution engineers to unlock their full potential throughout the customer journey.

    So, grab a seat and get ready, I hope you enjoy it as much as I did.

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    40 mins
  • Product Power Plays: Scale, Sales, and PreSales w/Sarah Idriss
    Oct 22 2024

    Sarah Idriss is a PreSales + Product dream state, blending customer feedback with product roadmap in innovative ways, and It's my pleasure to have her on the PreSales Podcast.

    Episode Takeaways:

    • Relationship of Product + PreSales (and beyond).

      • The vital role PreSales plays in shaping product development and ensuring alignment with customer needs.

    • What makes a good product...and what makes a great product?

      • What differentiates good products from great ones: integrating PreSales feedback into product innovation.

    • Feedback loop - how to fine-tune product features.

      • Using PreSales insights to fine-tune product features, leading to more market-ready and successful launches.

    • Customer-centric product and presales focus, how to build something that matters

    Product & PreSales are each other's best weapons to get great outcomes, but their primary drivers are often different. Sarah talks about her drive to build the best product to give the most value to as many people as possible at scale. Embracing the different drivers of PreSales and Product teams helps her forge more effective relationships between both departments to get the ultimate win.

    Sarah can be best reached at Sarah@reprise.com

    Thank you for tuning in!

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    44 mins