PreSales Mastery: Elevating Influence Across the Customer Lifecycle w/Julia Lustig

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

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

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.  

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.

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.

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 [email protected] Thank you for tuning in!

Hello and welcome to the PreSales podcast, is your host and PreSales Collective general manager Chris Mabry.  Today I’m speaking with Julia Lustig, SE Leader at Seismic and Co-Host of the Revenue Circus Podcast. We explore how to create content on Linkedin,  the future of solution consulting examining how this role is evolving in response to new challenges and technologies. We also discuss the importance of collaboration across departments and how AI is reshaping the pre-sales landscape. You can find Julia Lustig on LinkedIn: https://www.linkedin.com/in/julia-lustig/ Remember, these insights are not just theoretical; they are actionable strategies you can implement in your own work. Thanks for tuning in, at PreSales Collective we are all about connecting and learning and growing together. we look forward to seeing you next time!

Episode Title: The Power of Technical Mastery in PreSales with Dan Hellerman Host: Chris Mabry, General Manager of PreSales Collective Guest: Dan Hellerman, Technology Enthusiast and Co-Founder of Saleo Episode Summary: In this episode, Chris Mabry sits down with Dan Hellerman to discuss the essential role of technical mastery for PreSales professionals. Dan shares his deep passion for technology and explains how a thorough understanding of the technical aspects of a product can be a game-changer in demo environments. From managing the complexities of SaaS environments to the critical role AI plays in shaping more effective demos, Dan dives into the nitty-gritty details that can make or break a PreSales experience. Key Topics Covered: The Balance Between Technical Depth and Sales Focus: Dan highlights the differing expectations between buyers, sellers, and solution engineers when it comes to technical details. While sellers often prioritize closing deals and driving revenue, buyers and SEs may be more focused on understanding the product's technical intricacies. Dan shares why it’s important for PreSales professionals to bridge this gap and provide both perspectives. Why Technical Mastery is a "Superpower" for PreSales Professionals: Dan believes that those who take the time to deeply understand the products they are demoing—and even build demo environments from scratch—have a distinct advantage. This technical fluency allows them to address complex questions and instill confidence in buyers. Dan's Journey in Software Development and Entrepreneurship: With a background in designing and developing software, Dan reflects on his career leading up to co-founding Saleo. His hands-on experience gives him a unique perspective on how to approach technical demos and product storytelling. Navigating Buyer Skepticism in Demos: Drawing from his own experiences as a buyer, Dan explains how technical curiosity and detailed questioning often lead to skepticism in demo environments. He shares strategies on how to manage this and build trust with technically savvy buyers. The Role of AI in Optimizing Demo Environments: Dan also touches on how AI is transforming demo environments and helping PreSales teams streamline their processes, making demos more interactive, personalized, and effective. Quotes to Highlight: "Technical mastery is the superpower that sets PreSales apart—it’s about telling the product's story in a way that resonates with both sellers and buyers." "In my experience, the most compelling demos are the ones where you can really get into the technical weeds and show not just what a product does, but how it does it." Guest Bio: Dan Hellerman is a co-founder of Saleo and a passionate technology enthusiast with a rich background in software development. He has a keen interest in solving complex technical problems and leveraging technology to drive business value. Links: Connect with Dan Hellerman on LinkedIn: Dan Hellerman LinkedIn

This episode delves into Ron Whitson's career journey as a presales professional, highlighting essential lessons learned along the way. While his technical skills initially secured my role, it was mastering human skills that truly accelerated his success.  Episode Takeaways Imposter syndrome never really goes away To excel as a presales professional, focus on human skills There’s always something new to learn if you look for it Guidance on growing into leadership as a presales professional Closing Advice One of the best pieces of advice I received was from an IBM executive: “Run to the problem.” In presales, identifying issues and devising solutions proactively can set you apart. Connect with Ron: https://www.linkedin.com/in/ronwhitsonse/ Timeless Behaviors Book: https://timelessbehaviors.com/    

Liz Anderson directs the PreSales Collective Enablement programming, from PreSales Academy through leadership training, channeling her PreSales experience through to world-class programming and facilitation.  Liz has well over a decade of experience and PreSales from organizations, large and small, from Slack to startups. Episode Takeaways Presales enablement is essential to prioritize and needs a balance between technical and soft skills. Learning is best done with others both for practice and for accountability. You are responsible for your own growth; create a plan that includes improving on things you’re already good at. You can connect with Liz Anderson here: https://www.linkedin.com/in/lizandersonpresales/ PreSales Enablement Programming: https://www.presalescollective.com/programs/live-courses For team training - please reach out!! Thank you for tuning in.