In this video, Chad Kaleky with Cosmic Design interviews Cesar, the founder of Resonate. Resonate is a company that helps startups to grow their sales and marketing efforts, advises on funding, and helps them to get capital. Cesar explains how he has been in the sales and marketing space for over 35 years and started off as an individual contributor, worked as a sales manager, regional director, and then moved into the training and enablement space. He also shared his experience working with different startup founders since 2007 as a business planning coach, and how he has been focusing on helping them to gain consistent sales and revenue growth, as well as securing growth funding.

Chad then asks Cesar about his sales strategy and whether he follows specific steps. Cesar explains that he follows a simple but powerful model called the APEE model, which stands for Analyze, Plan, Execute, and Evaluate. He shares that the first step is to analyze and assess the situation, followed by planning, executing on the plan, and evaluating the results. Cesar goes on to explain how he performs a SWOT analysis or stakeholder analysis within the organization to find out what's really the lay of the land and where are the disconnects, and from there he formulates a plan.

Cesar also shares a specific example of a client who was struggling. He explains how he was testing out a new go-to-market model to help his wife, who is a film and video producer, gain new business. By following the APEE model, they were able to identify what was working, what was not, and adjust their strategy accordingly. They were able to successfully gain new business, and this helped Cesar to prove the effectiveness of his model.

Overall, this video provides valuable insights into the world of sales and marketing, and how Cesar helps startups to grow their business.