Episode 5: Keith Campagna – Lifework Integration & Understanding the Buyer Journey

Episode 5: Keith Campagna - Lifework Integration & Understanding the Buyer Journey


Keith Campagna is Chief Sales Officer and Equity Partner of the sales enablement company, The ROI Shop. In this capacity, Keith is solving some of the biggest challenges in enterprise sales: reducing no-decision outcomes, growing sales, and retaining salespeople.

Today, Jeff and Keith engage in a discussion on selling simple solutions, the buyer journey and Keith’s concept of Lifework Integration. Keith shares some funny stories from his sales career and speaks to the importance of mindset and taking time for yourself.


Key Takeaways

01:29 – Jeff Mains introduces today’s guest, Keith Campagna who joins the show to share the work he’s doing at The ROI Shop and the incredible results he’s been able to achieve

09:12 – The true business impact of a great ROI Tool and why simple is better than complex

14:01 – Value platform and value realization

17:11 – Keith recalls a funny story from his sales career and reflects on advice he would give his younger self

20:37 – What motivates and drives Keith

22:13 – The concept of Lifework Integration and what it takes to be great at sales

26:23 – Creating the buyer journey and process

32:25 – Mindset, creativity, and reducing stress

38:31 – The importance of taking time for yourself

40:44 – One lesson that Keith believes everyone should learn at some point in life

43:47 – Jeff thanks Keith for joining the show and lets listeners know where to follow him and learn more about The ROI Shop


Tweetable Quotes

“So, what we [The ROI Shop] do is, we build a value calculator that’s collaborative with buyer champions. It makes the whole process very easy and believable. And then the net result is an increase of win-rates, increase of sales price, happier sales reps, happier sales leaders. It’s a fantastic ride and we’re having a great time.” (06:32) (Keith)

“Speaking of thinking of the buyer, and speaking of an advantage, especially now, the idea is that a CFO and a Board has to make decisions about what they’re going to invest in. At this point in the game, there’s a whole lot of things people need to be efficient at like to handle work from home. The whole game changed for a lot of companies.” (08:19) (Keith)

“One of the things we feel makes a lot of sense is that The ROI Shop was literally created by sales reps – guys who understood that if you could make it simple, people buy simple. You make it complex, and they stop buying.” (13:28) (Keith)

“I’ve always loved selling. I’ve always loved getting to know people. I’m a social guy. I’ve always enjoyed helping people. So, the notion of being able to help people make an impact to be happier I just really fell in love with.” (20:03) (Keith)

“Jeff Gitomer is a huge influence of mine. He wrote a bunch of sales book and he always said, ‘Nothing is sold until somebody buys.’ And so, understanding how somebody buys is the best way for an entrepreneur, or somebody who’s not in sales, to actually start selling.” (26:05) (Keith)

“I’m a big advocate of mindset, especially in today’s modern world. If you’re an entrepreneur, you’ve had to focus a whole lot on what your product and your market does and how you’re gonna make a living. You’re really dialed in which can be stressful. And what I want to remind everyone listening is that finding ways to consistently make a habit of reducing stress will ultimately result in being more creative.” (32:25) (Keith)

“Be ok with asking for help because you cannot do everything on your own, whether it’s professional or personal. And if you truly want to succeed faster and smarter, get help. Ask people. Be ok with being vulnerable. Lower your own expectations of yourself so that you can make a mistake. Because if you don’t make a mistake, you don’t learn from the mistake.” (41:32) (Keith)


Resources Mentioned

Jeff’s LinkedIn – https://www.linkedin.com/in/jeffkmains/

Jeff’s Book – https://www.amazon.com/Small-Fish-Big-Pond-Competitors/dp/1773710036

Learn More & Donate to Nova Ukraine Here – https://novaukraine.org/

Link to Jeff’s Facebook Group for SaaS & Service Champions –https://www.facebook.com/groups/saasandservice

The ROI Shop Website – https://www.theroishop.com/

Keith’s Website – https://www.keithcampagna.com/

Keith’s LinkedIn – https://www.linkedin.com/in/keithcampagna/

Podcasts Mentioned:

Geeks Geezers & Googlization Podcast – https://podcasts.apple.com/us/podcast/geeks-geezers-and-googlization-show/id1115530408


Episode Sponsor

Champion Leadership Group – https://championleadership.com/

Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’

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