Some Goodness

Host Richard Ellis and guest Brayden Young (co-founder of Slash Experts, formerly of Sendoso) discuss why B2B buying signals look contradictory (Forrester’s view that ~90% of executives want to buy without talking to sales versus AI-native firms hiring SDRs) and what this means for sellers and leaders. They argue buyers increasingly research via reviews, backchannels, and pilots, and mainly avoid...

Host Richard Ellis interviews Jack Siney, co-founder of Front Race, on why AI needs activity/interaction data instead of biased “opinion” data entered by reps, and how rigid, linear CRM workflows miss the nonlinear reality and micro-details of sales, including timing between actions. Jack warns that automating only documented steps can fail because top performers execute additional undocumented st...

The episode argues that relational capital is a strategic resource, citing a 2026 Forbes Human Resources Council article linking trust-based networks to stronger collaboration, faster decisions, and resilient teams. Host Richard Ellis interviews Eddy Arriola, founder of Apollo Bank (2009) and former chairman/CEO until its 2022 acquisition by Seacoast Bank, now a Seacoast board director and author...

Host Richard Ellis interviews Braydan Young, co-founder of Slash Experts and former Sendoso co-founder, about why most B2B companies rely on the same few reference customers late in deals and lack systems to operationalize social proof. Braden explains how social proof extends beyond reference calls to logos, case studies, reviews, testimonials, and especially short video testimonials, and argues...

This episode discusses why AI investment is outpacing real business impact, noting low AI production adoption among US firms, limited use cases reaching full production, and many initiatives being abandoned in 2025. Host Richard Ellis interviews Jack Siney, co-founder of FrontRace, about his white paper on “15 AI truths” sales leaders will face, arguing most companies are experimenting without exe...

In this episode, host Richard Ellis discusses how enterprise software companies face pressure from boards and markets to demonstrate AI progress, creating risks of overpromising, unnecessary product narratives, and eroding customer trust. Guest Rob Huffstedtler, Global Head of Pre-Sales Operations at Sitecore, describes varied customer readiness for AI and notes research suggesting AI more often a...

The episode argues that B2B sales teams must stop treating solution engineers (SEs) as downstream demo support because buyers can self-educate and need help understanding what matters, quantifying value, and picturing success through storytelling, qualification, and commercial judgment earlier in deals. Host Richard Ellis discusses with Rob Huffstedtler , Global Head of Pre-Sales at Sitecore, why...

FROM THE ARCHIVES: This is one of our favorite past episodes.  Host Richard welcomes multi-time CXO Tracy Mustachio to discuss why navigating a first board meeting matters, emphasizing first impressions, confidence, and setting a reporting roadmap. Tracy advises tailoring to the board’s perspective by researching members, reviewing past board decks, and speaking in business outcomes rather than va...

Host Richard Ellis discusses with David Howerton, CEO and founder of VendoIQ, how AI is rapidly flooding sales organizations under board and executive pressure, often driving hurried, uncoordinated adoption that doesn’t ladder up to strategy. They argue AI amplifies existing problems (broken processes, unclear ICPs, weak handoffs, and poor CRM data) rather than fixing them, leading to noise and pi...

Most B2B marketing teams are sitting on a bloated tech stack they can't justify. Tools bought to fix strategy problems. Duplicate capabilities nobody audited. AI features bolted onto legacy products that were already underperforming. Jessica Fewless has seen it from the inside. As an early architect of account-based marketing and now as a partner at Inverter, she's helped operators untangle exactl...

In this episode, Richard Ellis hosts David Howerton, CEO and founder of VendoIQ, to discuss the effectiveness of trade shows in the B2B sector. Despite high ROI, many companies lose substantial value due to poor planning, weak data capture, and ineffective follow-up. David emphasizes viewing trade shows as part of a holistic program rather than isolated events, focusing on pre-show planning, in-ev...

This episode delves into the art of being a great podcast guest, particularly for senior executives who increasingly turn to podcasts as a platform to build authority and reach new audiences. Host Richard Ellis is joined by award-winning journalist Chris Warren. They explore key attributes that make guests memorable, such as being great conversationalists, connecting small details to bigger themes...

In this episode of 'Some Goodness,' we explore the evolution of account-based marketing (ABM) with Jessica Fewless, VP of Marketing at Inverta and an original architect of modern ABM. The discussion delves into the challenges and missteps in ABM implementation over the last decade, highlighting how marketing discipline, not ABM itself, needs improvement. Jessica provides insights into the need for...

This year-end review episode of 'Some Goodness' delves into the significant business themes of 2025, including the dominance of AI, the importance of clear workflows, and the crucial role of consistent messaging. The episode compiles insights from various conversations with business leaders, including Ben Scoones, Chris Blocker, Chris Strammiello, Stacy Leidwinger, Jim Karrh, Steve Graves, and Lar...

In this episode of Some Goodness, host Richard Ellis engages with Chris Warren, an award-winning journalist and consulting principal, to explore the art and significance of storytelling in the business world. They discuss the challenges executives face with ineffective presentations and the importance of narrative discipline amidst overwhelming content. Chris emphasizes the need for engaging, huma...

In this episode, Richard Ellis delves into the essentials of planning an engaging and effective Sales Kickoff Event (SKO). Despite many companies struggling to create high-impact SKOs, we share practical tips and best practices designed to capture attention and boost retention. The discussion covers the five critical Ps of SKO planning: Purpose, Place, Practicality, Pulse, and Post-SKO, alongside...

In this episode, business leaders Richard Ellis is joined by the other founders of Revenue Innovations (Tim Kruse,  Mark Gaydos, and Heather Easterday). They discuss insights from their recent Go-to-Market Executive Roundtable held in Nashville. The event focused on the impact of AI on go-to-market strategies and provided a platform for executives to network, share challenges, and discuss solution...

In this episode of Some Goodness, Ben Scoones, Director of Data Science at Kythera Labs, joins Richard Ellis to discuss the impact of AI on the workforce. The conversation covers the decline in human performance skills such as adaptability, creativity, and collaboration, and how these traits are becoming increasingly valuable. Ben highlights the importance of employees assessing the algorithmic na...

In this episode of Some Goodness, the focus is on AI readiness and effective deployment in businesses. Host Richard Ellis interviews Ben Scoones, Director of Data Science at Kythera Labs, discussing research showing a gap between AI investment and meaningful integration. Download the ebook Ben wrote with our Revenue Innovations team: https://www.revenueinnovations.com/AI-ebook Key insights include...

In this episode, Richard hosts Dr. Chris Blocker, a professor of marketing at Colorado State University and a distinguished research fellow, to discuss the complexities and frameworks of corporate purpose. Blocker delves into the rising challenges faced by Fortune 500 companies in sustaining purpose initiatives amidst public and investor scrutiny. He outlines a four-archetype framework to evaluate...

In this insightful episode of Some Goodness, host Richard Ellis challenges the conventional B2B sales metric of win rate, arguing that it can often be a vanity metric that hides inefficiencies. Instead, he introduces cycle yield (revenue generated per selling hour) as a more effective measure of sales productivity. Richard provides a detailed explanation and comparison of two sales reps' performan...

In this episode of Some Goodness, host Richard engages with David Wolf, a seasoned recruiting expert with over 24 years of experience placing professionals in top sales leadership roles. They discuss David's seven-step framework for intentional career growth, covering vision, desire, acceptance, intention, action, and allowance. David shares valuable tips on how professionals can take control of t...

In this episode, Richard engages with Dr. Jim Karrh to delve into the significance of B2B success stories and their impact on purchasing decisions. They discuss the crucial components of effective storytelling and how it can build trust, drive conversations, and distinguish leading brands. From articulating the hero's journey to integrating emotional elements, they uncover the principles behind co...

In this episode of Some Goodness, host Richard Ellis interviews Dr. Jim Karrh, a renowned professor, author, and consultant specializing in marketing and customer communication. They discuss the critical importance of understanding and improving customer health as businesses face significant attrition challenges. The conversation explores how traditional methods like Net Promoter Score (NPS) are b...

In this episode of 'Some Goodness,' host Richard Ellis welcomes Drea Armstrong, a seasoned VP of Marketing at Kubit, to explore the challenges and opportunities in building an executive-level marketing career. They discuss the increasing competitiveness of marketing roles, with less than 5% of marketers reaching VP positions, and the need to adapt to constant change. Drea shares her insights on th...