The Growth Signal | Podcast on RSS.com

The Growth Signal

The Growth Signal

by Alyssa Nolte

Season 1

AI Is Coming for Your Job. Double Down on Being Human with Paul Burani

Paul Burani says AI is coming for a lot of what you do all day. He also says that's good news. Paul is the co-founder and Chief Revenue Officer of Atlas Primer, and he joined Alyssa Nolte to argue something most people miss: if everyone has access to the same AI, the advantage moves to the things AI can't do for you. Here's the part that stuck. We all agree practice makes people better. We all know role play works. And almost nobody wants to do it in a room full of their coworkers. Paul's argument is that we've been asking people to build human skills in the one setting guaranteed to make them feel judged. Take the judgment out, and people will actually practice. If you lead a sales, service, or enablement team, this one is worth your time. You'll get a different way to think about training, and a better answer to the question your reps keep asking: why am I sitting in a workshop instead of talking to customers? Three things to take with you: AI takes the tasks, not the trust. Cold calling, complex enterprise deals, a call center handling upset customers... they all come down to building rapport with a person. Paul says that's where we should be doubling down, because it's the part nobody is automating. Most companies have nowhere to practice. You get an onboarding workshop, and maybe a manager willing to give you honest feedback. Paul calls that a set of constraints, not a training program. Practicing with a machine that never judges you, and forgets the session afterward, removes the awkwardness that stops people from trying. Learning and selling aren't separate calendars. Alyssa and Paul both push back on the two-day kickoff model. As Paul puts it, ten minutes of practice right after a call that went badly may do more for a seller than two days at a sales kickoff in Vegas. There's also a good stretch on growth mindset, and why so many of us will ask Google a question we'd never say out loud to another person. The Growth Signal is a weekly show about rethinking the future of customer relationships. Mentioned in this episode: Paul Burani, co-founder and Chief Revenue Officer of Atlas Primer. Find him on LinkedIn at linkedin.com/in/pburani or at atlasprimer.com. He says he loves hearing from strangers. Jonathan Hull, Chief Operating Officer of ThingLink, a Finland-based company building immersive learning experiences. Paul's answer when you asked who else we should be listening to, and he recommends him for reasons that reach well past learning and development. Find Alyssa Nolte on LinkedIn: linkedin.com/in/alyssanolte Read her writing on Substack: alyssanolte.substack.com

You Have 99 Problems and You Are All of Them with Nathan Wolter

If your team can't make a move without checking with you first, this one's going to sting a little. Nathan Wolter is a professional EOS implementer, and he opens with a hot take most business owners feel long before they can name it. Every business eventually starts running at the capacity of its owner. Not because you're a bad leader. Because nothing got built that runs without you. And the good news hiding in that? If you're the problem, you also get to be the solution. Alyssa Nolte takes it somewhere practical. What do you actually do when you've got 100 things on your plate and you're giving each one about one percent of your real skill? She tells the story of the moment someone held up a mirror to her on a podcast, and she realized she'd built an entire persona around being the one who makes it happen. The martyr. The only person working 75 hours a week so everyone else could have balance. Then an employee told her that not delegating was holding back their growth. Worth 25 minutes if you've ever caught yourself saying you'd rather just do it yourself. Three things you'll take away: Delegating the task is only half of it. If your team still checks every small decision with you, you handed off the work and kept the ownership. Give them the task and the trust. When people keep asking how you want things handled, that's usually a clarity problem. Confused teams don't move. Say where the company's going and what the top priority is, and most of those questions answer themselves. Ask what your highest and best use actually is. Alyssa borrows the term from commercial real estate, where a busy corner should hold a coffee shop and not a factory. Can you do the task? Sure. Should you? Different question. Nathan also makes the case that the internal work is what makes external growth possible. Take care of your people and they'll take care of your customers. That's a real part of rethinking the future of customer relationships... it starts inside the building. People and resources mentioned: Nathan Wolter, professional EOS implementer. Find him on LinkedIn: linkedin.com/in/nathan-wolter Hitting the Ceiling podcast Choose Strong podcast with Sally and Eddie McRae Find Alyssa Nolte: alyssanolte.substack.com linkedin.com/in/alyssanolte

AI Isn’t Taking Your Job. Bad Leadership Is. with Victoria Pelletier

AI is getting blamed for layoffs it may not actually be causing. So what happens when fear moves faster than the technology? Victoria Pelletier joins Alyssa Nolte to challenge the idea that companies are already replacing huge parts of their workforce with AI. Her take: many leaders are using AI as cover for cuts they needed to make anyway. The bigger risk may be what that story does to trust inside a company. Alyssa and Victoria talk about what AI can really do today, why companies need better AI governance, and how leaders can help employees prepare for the changes ahead. They also explore why human skills like creativity, empathy, problem-solving, and relationship building may become even more valuable as AI improves. If you are trying to figure out what AI means for your job, your team, or your customers, this conversation offers a much more useful answer than "AI is coming for everyone." It is about rethinking how humans and AI work together...and how leaders can build trust while doing it. 3 Key Takeaways AI may not be the real reason behind many layoffs. Victoria argues that most companies are not using AI at enough scale to explain major workforce cuts. In many cases, AI may simply be the easier story to tell. AI adoption requires more than buying a tool. Companies need clear guardrails, data governance, employee training, and honest communication about how AI will change people's work. Human skills may become even more valuable. Creativity, empathy, problem-solving, relationships, and good judgment are harder to automate. Learning AI matters, but so does getting better at the things humans do best. People and Resources Mentioned Victoria Pelletier victoria-peltier.com Leadership Transition Guide by Victoria Pelletier Influence Unleashed by Victoria Pelletier Influence Activated by Victoria Pelletier Mo Gawdat Former Chief Business Officer of Google X and guest on The Diary of a CEO Scott Galloway World Economic Forum skills research Follow Alyssa Nolte alyssanolte.substack.com linkedin.com/in/alyssanolte

Customer Success Is Measured All Wrong with Jacquelyn Goldberg

What if your customer success metrics are measuring the wrong thing? Jacquelyn Goldberg believes NPS and strong relationships are not enough. If customers cannot see real business value, even customers who love you may still leave. Alyssa Nolte and Jacquelyn Goldberg rethink what customer success should look like when budgets are tight, AI is changing how work gets done, and leaders expect clear results. They talk about moving past "do they like us?" and toward a harder question: Are we helping the customer achieve something that matters to their business? Jacquelyn also shares how Unframe approaches AI transformation by starting small, solving a real problem, and earning user adoption before trying to change an entire company. Alyssa and Jacquelyn explore why critical thinking, experimentation, and the ability to adapt may become some of the most valuable skills in the AI era. Why listen? If you work in customer success, sales, SaaS, AI, or business transformation, this conversation will make you question some common ways companies measure success. You will also hear a practical way to think about AI adoption without starting with a massive transformation project. 3 Key Takeaways Customer success needs to measure business value. NPS and strong relationships matter, but they do not prove that your product is helping a customer reach their goals. AI transformation works better when you start with one real problem. Instead of trying to change everything at once, solve one useful problem, prove the value, and build from there. Critical thinking matters even more with AI. AI can help people work faster, but humans still need to question the answers, test ideas, and know when the technology is wrong. People & Resources Mentioned Jacquelyn Goldberg Unframe: unframe.ai LinkedIn: Search Jacquelyn Goldberg Louis Gersh Founder and mentor mentioned by Jacquelyn Also mentioned: Harvard Business Review ChatGPT Gemini Wikipedia Alyssa Nolte Substack: alyssanolte.substack.com LinkedIn: linkedin.com/in/alyssanolte

Every Customer Touchpoint Is a Promise with Shawn Boehme

Getting customers is hard. Keeping them is even harder. Alyssa Nolte sits down with Shawn Boehme to rethink one of the biggest mistakes businesses make. Most companies think they have a sales problem, a marketing problem, or a customer success problem. Shawn argues they actually have a communication problem. If your customer journey feels disconnected, this conversation will help you see why. From the first marketing message to onboarding and long-term customer success, every interaction shapes trust. Alyssa and Shawn explore how small communication gaps between teams turn into broken promises for customers. They also discuss why leadership has to own the customer experience across every department, not just within individual teams. Key Takeaways Every customer touchpoint is a promise. Each interaction either builds trust or breaks it. Sales, marketing, and customer success must work together. Silos create a confusing customer experience. Great customer relationships start with clear communication, realistic expectations, and consistent follow through. If you're looking to improve customer experience, customer communication, team alignment, or customer retention, this episode will give you practical ideas you can apply right away. People and resources mentioned: PanTerra Networks Mike Brooks (Mr. Inside Sales) Alyssa Nolte Substack: http://alyssanolte.substack.com LinkedIn: linkedin.com/in/alyssanolte

One Referral Beat Millions in Marketing Spend with Cameron Magee

Alyssa Nolte and Cameron Magee talk referrals. One phone call beat millions in ad spend. Here's the case for why that's worth your next 30 minutes. Cameron Magee's company spent multiple seven figures on sales and marketing over the last few years. One referral from a friend beat all of it. If you're pouring money into ads and lead gen but ignoring the people who already trust you, this episode will make you rethink your whole approach. Cameron Magee runs an event production and AV company that now does work for the White House. Alyssa Nolte has built 100% of her consulting business on referrals. Together they dig into why one warm introduction can outperform years of outbound spend, and why most business owners are too shy or too proud to ask for referrals the right way. Here's why this one is worth your time. If you've ever wondered whether your marketing budget is actually working, or if you've been too nervous to ask a happy client for an introduction, this conversation will change how you think about growth. Three key takeaways: Referrals beat ad spend. Cameron's biggest account in years came from one phone call, not from any campaign. Real trust moves faster than any funnel. You have to be worth referring. Alyssa and Cameron agree that great service is what earns the referral in the first place. Show up, do the work, and be easy to trust. Don't be too small to ask. Alyssa's first big client came from a friend who dialed the phone for her because she was too scared to make the call herself. Sometimes you have to push past that fear to get the opportunity. People and resources mentioned in this episode: Dan Sullivan, author of Who Not How, 10x Is Easier Than 2x, and The Gap and The Gain Strategic Coach Caitlin Hutchison Cameron Magee's company website: avod3.com Follow Cameron Magee on LinkedIn Follow Alyssa Nolte on LinkedIn: linkedin.com/in/alyssanolte Read more from Alyssa Nolte on Substack: alyssanolte.substack.com

Your Wallet Is Your Vote. Are You Casting It Right? with Rick Denton

Your wallet is your vote. Are you actually using it? Most people complain about bad customer experiences and then go right back to the same companies. Rick Denton says that's the real problem. Alyssa Nolte and Rick Denton dig into why customers have more power than they think and why they refuse to use it. If you work in GTM, lead a CX team, or just wonder why companies keep getting away with bad service, this one is for you. 3 Key Takeaways Complaining without changing your behavior sends the wrong signal. Companies read your continued spending as approval, even when you're unhappy. Loyalty programs trained us to stay. Then companies slowly eroded the rewards. Now customers are waking up and rethinking what loyalty is even worth. The best CX investment is understanding what your customer would actually pay for. Not what feels good. What they value enough to open their wallet for. People and Resources Mentioned Two Guys on a Plane Podcast with Rich and his husband, both flight attendants The Loud Quiet: Empty Nest Living Podcast with Rick Denton and his wife Clancy The Loud Quiet (book) by Rick and Clancy Denton, released early 2026 theloudquiet.com Rick Denton on LinkedIn: linkedin.com/in/rickdenton Alyssa Nolte on LinkedIn: linkedin.com/in/alyssanolte Alyssa Likes to Talk on Substack: alyssanolte.substack.com

The Fastest Path to What Works with Nathalie Dorémieux

Are you sitting on a decision right now? Waiting for the perfect moment? Nathalie Dorémieux says that moment is not coming, and the problem will still be there tomorrow. Alyssa Nolte and Nathalie Dorémieux get into what it actually looks like to stop overthinking and start moving. Nathalie is a membership site strategist who helps entrepreneurs build and launch memberships with real momentum. This conversation is for you if you have a great idea but keep stalling. It is not for you if you think success comes from having the perfect plan before you start. Why should you listen? Because most GTM leaders and entrepreneurs are not failing because of bad ideas. They are failing because they are waiting too long to test them. Key Takeaways: Action is a skill you build. Being in motion consistently is the fastest way to learn what works and what does not. You do not need to have it all figured out first. You are not supposed to do everything. Knowing where you operate best and getting help for the rest is not a weakness. It is how you actually move faster. Your number has to excite you. When you set a goal for a launch or experiment, pick a number that feels motivating, not one that looks good on paper. If you are not excited, your audience will not be either. Nathalie walks through a real experiment she is running, showing exactly how to validate an idea with your existing audience before you build a thing. No ad spend. No big launch. Just a simple interest list and a few emails. It is a rethink of how we decide what to build and for whom. Resources and People Mentioned: Nathalie Dorémieux: themembershiplab.com/alyssa Fabienne Fredrickson / Boldheart: boldheart.com Kolbe Assessment: kolbe.com StrengthsFinder (now CliftonStrengths): gallup.com/cliftonstrengths Alyssa Nolte on LinkedIn: linkedin.com/in/alyssanolte Alyssa Nolte on Substack: alyssanolte.substack.com

Stop Blaming Strategy When the Real Problem Is Operations with Beth Trejo

Your marketing strategy isn't broken. Your workflow is. If growth feels stuck, most people reach for a new strategy. Beth Trejo says that's the wrong move and she has 14 years of running a social media agency to back it up. Alyssa Nolte and Beth Trejo dig into why "strategy" has become a catch-all excuse for workflow and ownership failures and what to fix first. Why listen? If you lead a marketing team, own a business, or keep wondering why your strategy isn't working, this episode will reframe the problem entirely. The answer is probably not what you think. 3 Key Takeaways: Clear ownership is step one. If nobody knows who owns what and what "done" looks like...no strategy will save you. Operational strength isn't optional. The brands that do the most, test the most, and grow the most are operationally excellent. Not just strategically clever. Give it time. Three to four months is the minimum before pulling the plug on a campaign. Changing too fast creates brand whiplash - not results. People and Resources Mentioned: Beth Trejo — CEO of Chatterkick | chatterkick.com | LinkedIn: Beth Trejo Will at SEER Interactive — Chief Innovation Officer, recommended follow for AI and marketing insights | LinkedIn: search Will at SEER Interactive Alyssa Nolte — alyssanolte.substack.com | linkedin.com/in/alyssanolte

Fix Your Process Before AI Breaks It with Sawsan Hamawandy

AI will not fix a broken process. Sawsan Hamawandy joins Alyssa Nolte to rethink how companies build better buyer experiences before they rush into AI. Too many teams want the shiny new tool, but their lead forms, demo process, sales handoffs, and follow-up steps are already full of friction. Sawsan makes the case for getting the basics right first. If your process is hard for people to follow, AI will not magically make it better. It may just help you break things faster. Alyssa and Sawsan talk about what today’s buyers expect, why form fills are higher intent than many teams realize, and how small points of friction can cost you real pipeline. They also dig into why clear beats clever, how AI can support better customer experiences, and why teams need to stop asking buyers for information they could easily find themselves. If you care about B2B marketing, sales process, customer experience, AI strategy, or pipeline conversion, this conversation will make you look at your buyer journey differently. Key takeaways: Fix the process before you add AI AI works best when the process is clear. If your team cannot explain the steps, your AI tools will not save you. Remove friction from the buyer journey Long forms, extra emails, required phone numbers, and slow follow-up can turn strong leads away before they ever talk to sales. Treat buyer data like currency Every field you ask for has a cost. If the value exchange does not feel fair, people will leave. People and resources mentioned: Neil Patel Laura Costa Sam Dunning Breaking B2B Alyssa’s Substack: alyssanolte.substack.com Alyssa on LinkedIn: linkedin.com/in/alyssanolte

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