12: Cian McLoughlin: Unlocking Buyer Decisions

12: Cian McLoughlin: Unlocking Buyer Decisions

Buyers don’t just choose based on product and price—they decide based on trust, risk, and the quality of human interactions. Ever wondered what truly sways your buyer’s final decision? In this episode, Bernadette McClelland sits down with win-loss analysis expert Cian McLoughlin to pull back the curtain on what buyers really think, the risks they weigh, and the subtle dynamics that separate the winners from the rest. You’ll learn why small differences add up, how leaders and salespeople overestimate their impact, and why sales success today means going beyond the spreadsheet to win both heart and mind. Key highlights include: * What happens when sales teams ignore post-deal intelligence * The power of human connection versus technical solution * Why feedback and listening are the most underestimated sales skills * What buyers are thinking but rarely tell the sales team * Strategies for aligning sales and buying cycles to avoid “ghosting” * Why risk is now the #1 decision criteria for buyers—and how to respond Episode Overview 00:00 Introduction and guest welcome 04:07 The origins of win-loss analysis and market need 07:48 Why honest buyer feedback is so hard to get 10:52 Common gaps between sellers’ perceptions and buyers’ experiences 13:19 What really tips deals: human connection, risk, and credibility 17:35 Where the “first domino” in winning or losing is tipped 21:03 Risk, inside advocacy, and new commercial models 23:44 Aligning selling with how buyers decide—and avoiding ghosting 24:48 The single message every sales leader should hear 25:57 Practical feedback: what to fix and how to win 28:00 B2B is human-to-human: authenticity, energy, and passion 29:16 Measuring impact of win-loss reviews in ongoing deals 32:28 Changing leadership attitudes on win-loss analysis 33:07 “Fast 5” sales insights and episode wrap-up

11: Petrece Kesha: The Influence Scrum

When community comes before trophies, culture becomes unstoppable—so what sustains unwavering loyalty when the wins don’t come? In this episode, Bernadette McClelland sits down with Petrece Kesha, former Warriors executive and community builder, to explore how the only New Zealand team in the NRL has fostered fierce devotion, resilience, and meaning well beyond the scoreboard. Petrece Kesha shares insights on creating high-performing teams, the critical role of integrity, and what true leadership looks like—on and off the field. Discover practical takeaways about building connection, honoring values, and evolving your purpose, whether you’re an athlete stepping off the field or a business leader navigating new chapters. Episode Overview 00:00 Introduction: Life after the spotlight 02:52 Petrece Kesha’s early sales journey 06:02 Getting into the Warriors: How Petrece Kesha broke in 09:14 Why rugby league, and family legacy 12:00 Building events and community programs 14:00 Launching the Warriors Women’s Team and supporting female athletes 17:26 COVID and keeping community alive 22:05 How the Warriors culture endures without a trophy 25:43 Fast team-building and creating connection under pressure 29:55 Integrity and leadership—learnings from Uncle Neville’s legendary moment 35:18 Athlete transitions: Purpose beyond performance 38:00 Advice for leaders in transition 41:03 What influence truly means 42:12 Rapid-fire questions 43:49 Closing: Building legacy through connection

10: Mark Roberge: The Science of Scaling

Great leaders know that scaling revenue isn’t just about growth—it's about building the right operational flywheels and understanding when to pivot, adapt, and move with intention. In this insightful conversation, Bernadette McClelland and Mark Roberge dig into the science (and art) of scaling, sharing real-world lessons from HubSpot, Harvard, and the frontlines of tech. Mark Roberge challenges old habits in sales leadership, reveals why most businesses misuse data, and explains how to avoid the most common pitfalls in scaling up, hiring, and aligning teams. They also tackle the essential—but often overlooked—human side of leadership, from burnout to mental health, and offer practical guidance for CEOs looking for sustainable success in the age of AI. Key highlights include: * The dangers of cut-and-paste go-to-market strategies * A new way to think about product-market fit and leading indicators of retention * What actually kills forecast accuracy * The vital importance of coaching (and why it’s underestimated) * How to outpace burnout and build healthier work cultures * Why all proceeds from Mark Roberge's latest book support mental health research Episode Overview: 00:00 Welcome, introductions, and Mark Roberge's background 02:21 Shifting careers: From engineering to sales and beyond 03:53 The serendipity of career evolution 04:33 Lessons from moving from operator to advisor and investor 06:20 Why “one-size-fits-all” scaling strategies fail 07:31 Reflecting on success and failure across multiple companies 09:17 Signs your company is (or isn't) ready to scale 10:49 The real definition of product-market fit 12:43 How to determine leading indicators of customer retention 15:06 The challenge of data-driven sales in an increasingly complex environment 17:12 The forever problem: Multiple stakeholders and decision-making units 19:24 Understanding team and buyer dynamics for better sales outcomes 21:24 The power of developing champions in enterprise sales 22:58 The underestimated emotional side of decision making 23:45 Data vs. humanity—what wins out in sales leadership 25:38 Burnout, pressure, and the limits of “996” work culture 28:54 Why all book proceeds support mental health, personal motivations 33:36 Advice for CEOs: Sustainable scaling and operational flywheels 38:37 Where to connect with Mark Roberge and get the book 39:14 Rapid-fire Q&A: Metrics, pitfalls, and the future of sales leadership 41:00 Closing thoughts and gratitude

09: Dr. Margie Warrell: The Courage Gap

What if the single biggest barrier to courageous leadership isn’t fear—but the stories we tell ourselves about it? In this powerful episode of The Influence Gap, Bernadette McClelland sits down with bestselling author and behavioral science expert Dr. Margie Warrell to unpack why courage—not strategy or smarts—is the key to breakthrough results in business, sales leadership, and life. Tune in for eye-opening insights into the real cost of avoiding tough conversations, how to transform fear into fuel for action, and why vulnerability in leadership is actually a sign of strength—not weakness. Dr. Margie Warrell also shares practical steps from her book "The Courage Gap," explores why embracing discomfort accelerates growth, and reveals how shifting your internal story is essential for true impact. This episode is packed with actionable wisdom for anyone ready to lead with more authenticity, bravery, and influence. Timestamped Overview [00:00] Introduction and guest welcome[02:23] The Courage Gap: Why courage matters[03:36] The gap between knowing and doing[04:16] Identity, uncertainty, and leadership behaviors[07:36] Sales leadership pitfalls and team trust[10:56] Inner mastery and family business challenges[13:50] Speaking truth to power and managing risk[16:43] The value and timing of difficult conversations[19:42] Respect, vulnerability, and honesty[22:46] Handling challenging personalities[25:34] Five steps to braver action[26:22] Challenging your limiting stories[28:12] Identity protection and growth[29:54] Choosing vulnerability as a leader[32:05] Humanity, humility, and connection[34:28] Leading through uncertainty and values[35:07] Collaboration in uncertain times[36:54] Book details and rapid fire wrap-up[37:48] Final thoughts on influence and leadership

08: Bob Burg: Go-Giver Mastery

In this energizing episode of The Influence Gap, Bernadette McClelland sits down with bestselling author Bob Burg, co-author of "The Go-Giver," to shatter common misconceptions around leadership, sales, and the real definition of value. Discover why leaders often struggle the most with receptivity, and how mastering the delicate dance between giving and receiving can completely transform your influence, compensation, and authentic impact. Key insights include the difference between price and value, why discovery is the most critical phase of the sales process, and how to never sacrifice your authenticity under pressure. Tune in for rapid-fire wisdom, stories that stick, and practical steps to close your own influence gap. Timestamped Overview [00:00] Welcome and Introductions [01:32] The Go-Giver's Origin Story [04:54] The Five Laws: Value, Compensation, Influence, Authenticity, Receptivity [06:14] Why Leaders Struggle with Receiving [09:18] Value vs. Price: Real-World Examples [14:30] Uncovering What Buyers Truly Value [16:53] Linking Value and Compensation [19:37] Authenticity vs. Congruence in Leadership [23:17] Overserving vs. Inappropriate Giving [26:32] Self-Value and Avoiding the Doormat Trap [27:04] The Power of Value in Sales [28:18] What Moves Good to Great in the Go-Giver Movement [30:08] Rapid-Fire Leadership Questions [32:33] Closing and Takeaways