In this episode of The Transaction, Matt Amundson and Craig Rosenberg are joined by Alastair Woolcock, a renowned expert in sales tech and AI. Together, they explore the current trends and future disruptions in sales technology, the importance of user experience, and the concept of signal-based selling. Alistair shares his insights on how enterprise buyers are adapting to new technologies and the vital role of data in driving sales and marketing strategies. Tune in for a deep dive into the future of sales tech and actionable advice on staying ahead in the competitive business world.Takeaways: • Sales tech vendors often overwhelm enterprise buyers with advanced features, neglecting the basic functionalities buyers need. • Microsoft’s Copilot and similar AI solutions are set to disrupt high-cost vendors by integrating essential features into everyday applications. • Achieving desired outcomes within six clicks is crucial for user adoption and success. • The difference between fast innovation (incremental improvements) and disruptive innovation (game-changing advancements) is vital for understanding market dynamics. • CIOs are increasingly repatriating data to on-premises to maintain control and leverage AI internally. • Warehouse-native applications will be essential as customers demand direct access to their data. • Signal-based selling focuses on actionable insights rather than just data analytics, driving more effective sales processes. • Consolidation of marketing and sales operations into pod structures can significantly improve efficiency and results.Chapters: • 02:00 Icebreaker and Spirit Animals Discussion • 05:00 Welcoming Alastair Woolcock • 07:00 Enterprise Buyers vs. Sales Tech Vendors • 12:30 Impact of AI and Generative AI in Sales Tech • 17:00 Importance of User Experience in Sales Tech • 20:00 Fast Innovation vs. Disruptive Innovation • 25:00 Data Ownership and Repatriation Trends • 30:00 Warehouse Native Applications and Data Access • 35:00 Signal-Based Selling Explained • 40:00 Consolidation and Operational Integration • 45:00 Lessons from B2C E-commerce for B2B Companies • 55:00 Outro and Final ThoughtsQuote of the Show:“Signals to me are about the action, not about the insight.” - Alastair WoolcockConnect with Alastair Woolcock: • LinkedIn: Alastair WoolcockShoutouts: • Brent Adamson: For insights on pod structures. • Dave Gerhart: For the book “Founder Brand.” • Lars Van Dam: For research on user experience and market performance.Sponsor:Ringmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.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