#167: Tom Castley - Understanding Customer Problems with Hypothesis Building

In this week's episode of Scale Your Sales Podcast, my guest Tom Castley is an inspiring sales leader and an avid campaigner for diversity in sales.   Tom Castley recently led the launch of Outreach in EMEA and is now leading sales for Hook, an exciting UK startup focused on helping SaaS companies maximize Revenue to Renewal performance.   Welcome to Scale Your Sales Podcast, Tom Castley.   Timestamps:   00:00 - Hook the Revenue Growth Platform   03:20 - The SaaS environment knows more about its prospects than their customers   05:55 - The emotional appeal of a Hunter rather than a Famer, organisations must focus on recognition.   08:40 - Relationship with the Customer: marketing handling food that has already gone off.   11:35 - Intent to churn or expansion index to assess growth account or need for investment.   14:30 - Anchor discovery process in customers' language with hypothesis XABC   20:15 - Tom looks beyond his success of gender diversity to cognitive diversity to push the envelope because it is self-serving; gender-diverse people stay longer and perform better.   27.00 - END   https://www.linkedin.com/in/tomcastley   Janice B Gordon is the award-winning Customer Growth Expert and founder of Scale Your Sales Framework. She is by LinkedIn Sales 15 Innovating Sales Influencers to Follow 2021, the Top 50 Global Thought Leaders and Influencers on Customer Experience Nov 2020 and 150 Women B2B Thought Leaders You Should Follow in 2021. Janice helps companies worldwide to reimagine revenue growth through customer experience and sales.   Book Janice to speak virtually at your next event https://janicebgordon.com     LinkedIn: https://www.linkedin.com/in/janice-b-gordon    Twitter: https://twitter.com/JaniceBGordon    Scale Your Sales Podcast: https://scaleyoursales.co.uk/podcast    More on the blog https://scaleyoursales.co.uk/blog    Instagram: https://www.instagram.com/janicebgordon    Facebook: https://www.facebook.com/ScaleYourSalesJBG