Lead generation is often ranked as one of the biggest challenges of growing a business. That’s why I invited expert Brian Carroll to the Sales Talk for CEOs podcast to discuss what CEOs should know about generating leads for complex sales. Brian is the founder of Markempa, an empathy-based marketing company, and the author of the bestselling book Lead Generation for the Complex Sale. In this episode, he shares expert advice and actionable strategies for CEOs to evaluate their current lead generation practices and make adjustments that will increase sales.

In this interview, Brian diagnoses the problem of many marketing messages, and he encourages CEOs to see things differently by developing empathy and trying to understand the world of the customer. He shares many practical steps CEOs can take, including conducting customer journey i ...