The Transaction’s guest today is one of many talents. Jen Igartua, who is not only the CEO of GoNimbly but also a side hustler in both comedy and board game designing, provides her insights on the sales and marketing world today. The conversation covers transforming B2B sales strategies using signal-based selling and PLG (Product-Led Growth) insights. Jen shares her innovative approach of using algorithmic scoring and playbooks to refine lead scoring and offering specific actionable insights for sales teams. She emphasizes the importance of integrating data from diverse sources and creating systems in Salesforce to optimize outcomes. The discussion also touches on evolving roles for SDRs and leveraging automation to enhance their effectiveness. Towards the end, Jen shares her side venture as a board game designer and the unexpected success of her game, 'Side Effects.'Takeaways:Develop a system that triggers alerts and notifications based on specific business signals, ensuring those signals are integrated into CRM platforms like Salesforce for easy access by sales teams.Deliver summarized and relevant data insights to the sales team. Ensure that raw data is processed into actionable information, with clear next steps included.Design playbooks that align with specific triggers and signals, providing the sales team with structured guidance on how to respond and engage clients based on the data insights.Ensure that all customer interactions, whether in marketing or sales, are unified in a single repository like a data warehouse and accessible from the CRM. This avoids silos and allows for a holistic view of client engagement.Consider automating the initial touchpoints of outbound campaigns through marketing, and then routing the responses and qualified leads to SDRs for further personalized engagement.Move beyond traditional lead scoring to a more outcome-focused model that considers multiple signals for different stages of the customer lifecycle, such as expansion opportunities and churn risks.Even with automation, ensure that meaningful human interactions remain a core part of the sales process, particularly for high-value touchpoints.Chapters:00:00 - Jen's Comedy Career01:28 - Welcoming Jen Igartua02:48 - Jen's Background and Experience03:28 - The Big Question04:12 - Shifts in Lead Scoring07:10 - Intercom's Tactical Example08:40 - Challenges in Signal-Based Selling14:29 - Building Effective Sales Playbooks18:39 - Integrating Signals into Salesforce25:10 - Leveraging High Usage Data for AI Product Pitches26:01 - Effective Playbooks and Workflow Integration27:05 - The Shift to Data Warehouses29:29 - The Role and Future of SDRs in Sales33:27 - The Human Element in Sales Automation42:44 - Exploring the Side Hustle: Board Game Design46:53 - Conclusion and Final ThoughtsQuote of the Show:“It’s rare that you actually see folks really putting themselves in the customer’s shoes and saying ‘What do they actually need?’” - Jen IgartuaSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Jen:Jen’s LinkedIn: https://www.linkedin.com/in/jen-igartua/ Website: https://gonimbly.com/ Shoutouts:Scott Brinker https://www.linkedin.com/in/sjbrinker/ Esteban Kolsky https://www.linkedin.com/in/estebankolsky/ EverString https://lsvp.com/company/everstring/ Salesforce https://www.salesforce.com/ Intercom https://www.intercom.com/ Twilio https://www.twilio.com/en-us Ashley Welch https://www.linkedin.com/in/awelch1/ Dave Brock https://www.linkedin.com/in/davebrock/ Zendesk https://www.zendesk.com/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1