Account-Based Podcasting, Clarity over Ambiguity, and Building a Deep Bench (with James Gilman) | Ep. 7

Launching a business focused podcast under a distribution brand can open doors and still fall short of the sale. Host Kyler Nixon sits down with James Gilman, president of Perimeter Office Products and host of “Pushing the Envelope,” to talk about starting in January 2024, recording forty plus episodes, and choosing to pause when it did not drive what he thought it would. James shares why the show was an inexpensive way to brand the company, connect with the ideal client, and open doors for the sales team. He breaks down live show vs prerecord, the push for consistency, the couple grand a month reality, and why building a deep bench matters. The conversation shifts to people, core values, and clarity, with contests, town halls, and every person having a number. It is a look at attention, screens, and the need to communicate the why while you kill ambiguity and keep growing.ㅤCheck out Pushing the Envelope, hosted by James Gilman. Sponsored by Perimeter Office Products, the show highlights Atlanta’s business landscape through candid conversations with entrepreneurs, leaders, and industry experts. Each episode uncovers stories of growth, challenge, and innovation, offering a fresh perspective on what drives business forward in Georgia’s dynamic market. Listen on Spotify or Apple Podcasts.ㅤ👤 Guest BioJames Gilman is the president of Perimeter Office Products and host of “Pushing the Envelope.” His background is in sales, with fifteen years of one-on-one conversations and meeting twenty new businesses every single week. He moved into the president role in 2022 and describes himself as a visionary who needs implementers and integrators. “Pushing the Envelope” carries a double entendre from the office supply industry and reflects his focus on moving the needle, trying new things, and celebrating wins and challenges.ㅤ📌 What We CoverWhy a company sponsored podcast can brand the business, connect with the ideal client, and open doors for the sales teamThe realization that sales did not just start coming in and why the show paused to focus on people, team, and processesLive show vs prerecord, blocking a morning to record three or four episodes, and why consistency is the number one thingThe real cost and time tradeoffs, dialing back time, and spending a couple grand a month with outside helpAccount-based podcasting to celebrate decision makers, learn the landscape, and build relationships without a hard pitchUsing a podcast to speak into the team, talk about culture, and let employees hear interactions on a public forumCore values that people can name, contests that nominate peers, quarterly town halls, and awarding people publiclyFighting ambiguity with clarity, start-stop-keep feedback, communicating the why, and giving every person a numberScaling Up vs EOS, cash focus, collections, and growing without outgrowing cashAttention and screens, going where the eyeballs are, and adjusting how you communicateㅤ🔗 Resources MentionedKyler NixonJames GilmanPerimeter Office Products: https://www.perimeteroffice.com/perimeter“Pushing the Envelope”“Fully Open” Podcast by Gil Welsford Jr“In the Mind of a Distributor” podcast by Proton CRMProton CRMEOS and TractionScaling Up by “Verne Harnish”Start-stop-keep framework