Noob School

I’m thrilled to welcome Bill Rice to Noob School for Episode 151 — joining us over Zoom to talk about how counterintelligence thinking, data-driven marketing, and AI are reshaping lead generation and business exits. Bill’s one of those rare people who’s walked serious, structured careers in two very different worlds. He started his professional life as a U.S. Air Force officer running counterespionage and information-warfare activities — an experience that sharpened his analytical approach to patterns, risk, and human behavior. From there he moved into entrepreneurship and marketing, founding Kaleidico and later Bill Rice Strategy Group to help companies build predictable lead-generation engines. Over the last 20+ years he’s focused on fintech and B2B clients, building scalable sales systems and teaching teams how to convert marketing into reliable revenue. In this wide-ranging conversation we dig into: How lessons from counterespionage translate to modern marketing: spotting patterns, validating signals, and avoiding confirmation bias. Practical frameworks Bill uses to build predictable demand-generation for fintech and SaaS companies — what to measure, what to automate, and where human judgment still wins. Real talk on AI: what founders should actually expect from AI today, how to integrate it into content and outreach without losing product-market fit, and cheap experiments that move the needle. Preparing a business for acquisition: what buyers look for in lead-gen systems and the operational readiness that increase valuation. If you run a startup, lead a sales or marketing team, or are thinking about scaling (or selling) your business, this episode is full of tactical steps and thought experiments you can use tomorrow. Pull up a chair, grab your notes, and let’s learn how strategic thinking, data, and a little military-grade pattern recognition can make your marketing less messy and more profitable. Get your sales in rhythm with The Sterling Method: https://SterlingSales.co I'm going to be sharing my secrets on all my social channels, but if you want them all at your fingertips, start with my book, Sales for Noobs: https://amzn.to/3tiaxsL Subscribe to our newsletter today: https://bit.ly/3Ned5kL #SalesTraining #B2BSales #SalesExcellence #SalesStrategy #BusinessGrowth #SalesLeadership #SalesSuccess #SalesCoaching #SalesSkills #SalesInnovation #SalesTips #SalesPerformance #SalesTransformation #SalesTeamDevelopment #SalesMotivation #SalesEnablement #SalesGoals #SalesExpertise #SalesInsights #SalesTrends#salestrends

In Episode 150 of Noob School, I sit down with David Shaner of Greenville, SC—Principal of CONNECT Consulting LLC and longtime advisor to leaders who want to strengthen culture and performance. Our conversation touches on a wide range of leadership lessons, from the small signals that can shape company culture, to how leaders build trust across an organization, to why transparency—financial and otherwise—can be a powerful motivator. David shares insights from his decades of experience helping organizations improve performance by getting employees to think and act like owners, while I offer stories from my own journey in business and sales. This episode is packed with practical wisdom and thought-provoking takeaways for business owners, sales leaders, and anyone looking to grow both their people and their company. Get your sales in rhythm with The Sterling Method: https://SterlingSales.co I'm going to be sharing my secrets on all my social channels, but if you want them all at your fingertips, start with my book, Sales for Noobs: https://amzn.to/3tiaxsL Subscribe to our newsletter today: https://bit.ly/3Ned5kL #SalesTraining #B2BSales #SalesExcellence #SalesStrategy #BusinessGrowth #SalesLeadership #SalesSuccess #SalesCoaching #SalesSkills #SalesInnovation #SalesTips #SalesPerformance #SalesTransformation #SalesTeamDevelopment #SalesMotivation #SalesEnablement #SalesGoals #SalesExpertise #SalesInsights #SalesTrends#salestrends

Dive deep with us in Noob School Episode 149, featuring Diana Herrmann Davis, Assistant Director of Employer Recruitment and Center Operations at The Citadel. Diana walks us through her multifaceted career—from her polished beginnings at NASCAR, where she shaped media communications and archival storytelling, to dynamic roles in higher education career services at institutions like the University of Pittsburgh and Robert Morris University. She then pivoted into sales as a Sales Associate at Hylo, before evolving into a leadership role at The Citadel—where she's now also spearheading recruitment operations, coordinating career services, and teaching as an adjunct professor. Along the way, her advanced degrees from East Carolina University and the University of Pittsburgh have given her a strong academic foundation. Whether you’re mapping a career change, thinking of merging sales skills with education, or aiming to lead in campus operations, Diana’s journey delivers rich, actionable insights for your professional evolution. Get your sales in rhythm with The Sterling Method: https://SterlingSales.co I'm going to be sharing my secrets on all my social channels, but if you want them all at your fingertips, start with my book, Sales for Noobs: https://amzn.to/3tiaxsL Subscribe to our newsletter today: https://bit.ly/3Ned5kL #SalesTraining #B2BSales #SalesExcellence #SalesStrategy #BusinessGrowth #SalesLeadership #SalesSuccess #SalesCoaching #SalesSkills #SalesInnovation #SalesTips #SalesPerformance #SalesTransformation #SalesTeamDevelopment #SalesMotivation #SalesEnablement #SalesGoals #SalesExpertise #SalesInsights #SalesTrends#salestrends

In Episode 148 of Noob School, I talk with Kevin Farrell — a retired U.S. Army Colonel and now the President and CEO of Battlefield Leadership. Kevin’s career has spanned the military, academia, consulting, and even Hollywood, where he served as the senior military advisor on the Brad Pitt film Fury. But through all of it, one theme has stayed constant: leadership matters, especially under pressure. We talk about how his experience leading troops in combat shaped his understanding of leadership — and why those lessons still apply to business leaders today. Kevin shares stories from his work helping companies grow stronger through historical case studies and dives into some of the most common leadership mistakes he sees in the corporate world. We also touch on the difference between managing and truly leading, and how teams can make that shift. Kevin brings a unique mix of hard-earned experience and academic depth, with advanced degrees from Columbia University and a long list of published work. Whether you're building a team, growing a business, or just trying to become a better leader — this conversation has something for you.

On this episode of Noob School, I sit down with Monica Seitz—a sharp young professional who’s already packing a lot of experience and perspective into the early stages of her sales career. Monica grew up on a farm in Kentucky, where she spent her early years showing horses and getting her first hands-on experience with sales at horse auctions.  That kind of upbringing tends to shape a person—teaching responsibility, communication, and the art of the deal long before any formal training. Monica took those early lessons with her to Furman University, where she studied Sales and got involved with the Hill Institute. Along the way, she also ran track, spent a semester abroad in Barcelona, and started carving out her path in the medical and health sales space.  We talk about how shadowing her uncle—a surgeon—opened her eyes to the world of medical device sales, and why she’s now setting her sights on Australia to launch the next chapter of her career. Monica also shares some of the small but meaningful moments that helped shape her direction—including a few pieces of advice I gave her early on.  She’s thoughtful, driven, and not afraid to take big swings. Whether you’re exploring a future in sales or just like hearing how real careers get built, Monica’s story is a great example of how early experiences, global exposure, and curiosity can combine into something exciting. Get your sales in rhythm with The Sterling Method: https://SterlingSales.co  I'm going to be sharing my secrets on all my social channels, but if you want them all at your fingertips, start with my book, Sales for Noobs: https://amzn.to/3tiaxsL  Subscribe to our newsletter today: https://bit.ly/3Ned5kL  #SalesTraining #B2BSales #SalesExcellence #SalesStrategy #BusinessGrowth #SalesLeadership #SalesSuccess #SalesCoaching #SalesSkills #SalesInnovation #SalesTips #SalesPerformance #SalesTransformation #SalesTeamDevelopment #SalesMotivation #SalesEnablement #SalesGoals #SalesExpertise #SalesInsights #SalesTrends#salestrends