Episode 19 - Ben Tagoe on Using Data to Optimize Your B2B Sales Hiring and Performance

Industrial Growth Institute

Ben Tagoe on the Power of Data and Analytics to Improve B2B Sales Performance - Industrial Growth Institute Podcast Episode #19 with Ed Marsh

Summary

Ben Tagoe is the CEO of Objective Management Group (OMG), a company that provides talent assessments for sales teams. He and Ed discuss the importance of data in sales and how OMG uses data to help companies hire and develop top-performing salespeople.

Ben explores:

• the unique value proposition of OMG
• comparing sales specific skill assessments vs. personality and behavioral testing tools
• a decline in sales training investment
• how OMG's assessments provide accurate data for hiring decisions

They also discuss the role of an assessment in a sales hiring process and other sales related topics including:

• the importance of continuous learning and personal development
• productivity, hiring, and the future of sales
• the challenges of hiring and retaining salespeople, particularly in the context of changing demographics and job market trends
• the importance of measuring the cost of sales hiring mistakes
• the need for quick decision-making in managing sales teams
• potential of AI in sales and the importance of personalization in sales outreach

The conversation concludes with Ben reiterating the power of data in making management decisions and the importance of storytelling in presenting data effectively.

Takeaways

• Data is crucial in sales and can be used to improve hiring and develop top-performing salespeople.
• Objective Management Group (OMG) provides talent assessments for sales teams, helping companies identify and train their salespeople.
• Ben Tagoe's background in finance and data modeling has shaped his understanding of the power of data in making better business decisions.
• Let's Get Ready is a nonprofit organization that provides college counseling and SAT tutoring to students from under-resourced backgrounds.
• OMG's unique value proposition lies in their ability to provide sales-specific talent assessments and their extensive data on sales competencies and performance.
• OMG aims to scale and work with thousands of companies in the future, leveraging their data-driven approach to improve sales effectiveness. OMG's tools are skills assessments that measure specific sales skills correlated to success.
• Personality tests are not effective in evaluating sales skills. - Many sales training programs only treat symptoms rather than addressing the root cause of underperformance.
• OMG's assessments provide accurate data for hiring decisions, but should be used in conjunction with other hiring processes.
• Onboarding and coaching are crucial for success in sales.
• The channel distribution model allows OMG to scale expertise and provide value to partners.
• The changing demographics and job market trends necessitate a reevaluation of hiring and retention strategies.
• Measuring the cost of sales hiring mistakes is crucial for understanding the impact on the business.
• Data is essential in making management decisions, but it must be presented in a compelling and coherent story.

Takeaway Quote from Ben Tagoe

"Investment in sales training was not keeping pace with trends in sales hiring."

Check out Ben's website

Support Let's Get Ready - Website and YouTube

LinkedIn: Ben Tagoe and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @ObjectiveManagementGroup and @EdMarsh

Show Transcript

Chapters

00:00 The Role of Data in Sales and Revenue Growth
04:01 From Finance to Data Modeling: Ben Tagoe's Background
06:24 Let's Get Ready: Empowering Students from Under-Resourced Backgrounds
14:18 OMG's Unique Value Proposition: Sales-Specific Talent Assessments
29:53 OMG's Tools vs. Other Assessment Options
34:02 The Decline in Sales Training Investment
36:58 Using OMG's Assessments for Sales Hiring Decisions
43:31 Taking the Gut Feeling Out of Hiring Decisions
47:39 Realizing the Full Potential of Individual Contributors
49:27 The Benefits of the Channel Distribution Model
51:18 Continuous Learning and Managing Personal Energy as a CEO
01:03:14 Adapting to Changing Demographics and Job Market Trends in Sales Hiring
01:06:45 Measuring the Cost of Sales Hiring Mistakes
01:14:45 The Potential and Challenges of AI in Sales
01:17:24 Data-Driven Decision Making: The Power of Data and Storytelling in Sales

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