# Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2020-09-25
- Length: 1h 08m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep
- Listen: http://manufacturinghappyhour.com/gamechangers

## Summary

Ray Zaganto moderates a panel of B2B marketing experts—Alison DeFord of Belt Marketing, Mark Roberts of OTB Solutions, Ben Baker of Your Brand Marketing, Chris Luecke of Rockwell Automation, and Mark Mitchell—to discuss how manufacturers can reduce sales risk. The group identifies key roadblocks such as inconsistent messaging, outdated value propositions, and siloed sales and marketing teams. They propose solutions including implementing closed-loop feedback processes, desiloining departments, and leveraging data to understand evolving customer behaviors. The panel emphasizes that trust is built through benevolence and consistency, urging leaders to listen to customers and empower employees to amplify authentic brand messages.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep#t=0) Introduction: Panelists and Series Context
- [12:47](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep#t=767) Identifying Sales Roadblocks: Market Understanding and Trust
- [24:13](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep#t=1453) Assessing Risk Profiles: Listening and Data-Driven Decisions
- [37:42](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep#t=2262) Mitigating Risk: Infrastructure, Desiloining, and Feedback Loops
- [48:40](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep#t=2920) Staying Alert: Culture, Courage, and Continuous Improvement
- [1:01:17](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep#t=3677) Lightning Round: One Action to Reduce Risk

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Belt Marketing (company)
- OTB Solutions (company)
- Your Brand Marketing (company)
- Rockwell Automation (company)
- Lenara International (company)
- MFG out loud (product)
- Manufacturing Happy Hour (product)

## Related episodes from other shows

- [8 Ways to Make it Easy for Your Buyers to Buy w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan) (The Manufacturing Executive)
- [Aligning the Sales and Marketing Tech Stack for Manufacturers w/ John Joyce](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-12-26-aligning-the-sales-and-marketing-tech-stack-for-manufacturers-w-john-joyce) (The Manufacturing Executive)
- [Speed: The Missing Industrial Marketing Ingredient w/ Julian Schaaf](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf) (The Manufacturing Executive)
- [Beyond What's in Our Brains: Introducing The Manufacturing Executive Show w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su) (The Manufacturing Executive)
- [5 Ways Manufacturers Can Level Up Their Marketing w/ Allison DeFord](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford) (The Manufacturing Executive)

## Citing this page

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