# 43 - Jeppe & Martin: The Promised Brand - why branding matters with Mats Urde, Brand Orientation

Just before Christmas, Jeppe and Martin had the pleasure of inviting Brand Strategy Consultant, Mats Urde, into the podcast studio. Mats shares his journey from case-based teaching to consulting and the development of his framework in his book "The Brand Matrix." They discuss the importance of aligning internal culture with external promises, how to manage corporate branding transformations, and the pitfalls of neglecting your organization's identity.  With engaging stories, from building sustainable brands to a passion for Icelandic horses - this is an episode you don't want to miss.   We hope you enjoy today's episode!

In this episode, Carsten Pingel, Partner at Kvadrant Consulting, has his podcast debut in the Palægade studio; joined by Toke Lund, CEO, Partner, and Founder of Enterspeed. Together, they explore Toke's extensive experience in the B2B space, delving into the principles that drive sustained growth. From understanding the power of simplicity to mastering responsiveness in a world of constant change, this conversation uncovers actionable strategies to unlock commercial value. Tune in for practical insights and stories that will inspire your approach to growth and transformation.   We hope you enjoy today's episode!

In this episode, Mikkel Bach-Andersen, Senior Partner, and Martin Mariussen, Partner, discuss the evolution of account management, shifting from static annual plans to dynamic, monthly engagement models. They examine common pitfalls, like misallocating resources and overinvesting in smaller accounts, and emphasize the skills needed for key account managers to become orchestrators rather than lone operators. Packed with practical advice, this episode is a must-listen for sales leaders and account managers looking to build stronger customer relationships, optimize account plans, and take on the "playmaker" role crucial for navigating complex, multi-stakeholder accounts.   We hope you enjoy today's episode!

In this episode, Jeppe and Martin sit down with Novonesis' Head of Sales & Business Development, Alexander Broe. They explore his fascinating career journey, from endurance sports enthusiast to navigating the corporate world, including his transitions from procurement to sales, marketing, and distributor management. Alexander shares insights into how companies can effectively bridge the gap between B2B and B2C, the challenges of managing distributors across global markets, and how to create real-world impact by developing innovative products. This conversation offers a wealth of knowledge on sales strategy, distributor relationships, and the future of consumer health trends, particularly in probiotics and the gut-brain axis.  We hope you enjoy today's episode!

What makes a top sales leader? How do you scale success across global markets? How can leaders adapt and thrive in ever-changing business landscapes? These are among the questions today's episode seek to answer. Oliver Lund Storgaard, Director at Kvadrant Consulting, and Jeppe Andersen, Senior Consultant, sit down with Global Sr. Manager Sales Operating Model & Deployment at VELUX, Daniel Mann. Together, they explore Daniel’s journey through the world of sales, from his early days as a frontline sales rep to leading global initiatives that empower sales teams across multiple markets. Along the way, Daniel shares his insights on transitioning from individual sales success to coaching and leading others, balancing global strategy with local execution, and driving real impact in a fast-moving commercial environment. His story provides inspiration and practical advice for sales professionals and leaders looking to navigate complex organizational structures and succeed in a global role. We hope you enjoy this episode!

What drives success in the fintech world? Is digital banking redefining the financial landscape? What does it take to succeed in digital banking? In this episode, Martin Nyvang Mariussen, Partner at Kvadrant Consulting, and Jeppe Andersen, Senior Consultant, sit down with Camilla Frøsig, Head of Banking Services, Commercial, from LUNAR - the leading digital bank in the Nordics. Together, they dive into Camilla’s journey through the fintech world, exploring her experiences with big, complex deals, building meaningful partnerships, and navigating the fast-paced digital banking landscape . While searching for answers to the questions above, Camilla shares her insights and challenges, offering inspiration and practical wisdom for sales professionals and commercial leaders alike. We hope you enjoy today's episode!

It’s a question worth asking: Are websites still as crucial for businesses as they once were? In this episode, Brian and Charlotte draw on their 30 years of combined experience in website creation to dive into the debate on the importance of websites in today's digital world. They explore the evolving role of websites, consider alternative digital strategies, and discuss whether websites remain the backbone of a strong online presence. Tune in and join the conversation!

In this episode, Martin Mariussen, Partner at Kvadrant, and Jeppe Andersen, Senior Consultant, sit down with Claus Ipsen, Commercial Director at Teton AI, for a dynamic conversation in our Palægade office studio. They dig into some fascinating stories about big, complex deals that have made a real difference for companies and customers alike. Claus shares his wealth of experience, the obstacles he’s overcome, and the victories he’s achieved on his journey within the industry. This episode is designed to inspire and equip the next generation of sales professionals and commercial leaders with fresh insights and practical wisdom. We hope you enjoy!

In today's episode, Mikkel Bach-Andersen and Brian Andersen will unveil the inner workings of marketing strategies at Kvadrant Consulting. Discover how they tackle marketing challenges in large professional service firms, and dive into the power of building a strong brand, both for the company and for individuals within it, highlighting how personal branding can enhance credibility and strengthen overall brand reputation. Gain practical insights and real-world examples that redefine how you approach consultancy marketing and sales.

In this episode, Martin Nyvang Mariussen and Sixten Schultz dive into ecosystem selling and partnership sales, exploring the evolving sales dynamics and the importance of nurturing relationships with various companies. They examine the critical considerations for assessing product suitability for partnership selling, emphasizing the need to avoid channel conflicts and establish clear rules with partners.   Highlighting the role of partners in enhancing customer service and extending product lifespan, they stress the value of investment in partner enablement and collaboration.   Strategic partner selection, mutual success contributions, and setting standards for effective partnerships are key aspects discussed for building successful partnership ecosystems.   In today's episode, we cover: 0:00: Introduction and Weekend Plans 0:14: Introduction to Ecosystem Selling 7:01: Importance of Service in Ecosystem Selling 8:48: Starting Small in Partnership Sales 12:36: Importance of Selective Partnerships 14:55: Balancing Partner Revenue Contributions 16:30: Setting Requirements for Healthy Partnerships 22:11: Integration of Touchpoints in Sales Management 23:23:Ownership of Customers in Partnerships 24:05: Ensuring Communication and Alignment in Partnerships   32:30: Structuring Partner Programs 36:25: Common Partnership Pitfalls 39:09: Leveraging Informal Partnerships 42:47: Balancing Partnership Resources 44:49: Healthy Partnership Approach 47:03: Importance of Trust in Partnerships 50:10: Organic Partnership Growth