Transcript
WEBVTT
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Looking for a guaranteed way to create
content that resonates with your audience? Start
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a podcast, interview your ideal clients
and let them choose the topic of the
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interview, because if your ideal clients
care about the topic, there's a good
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chance the rest of your audience will
care about it too. Learn more at
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sweet phish MEDIACOM. You're listening to
be tob growth, a daily podcast for
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00:00:27.579 --> 00:00:31.820
B TOB leaders. We've interviewed names
you've probably heard before, like Gary vanner
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00:00:31.859 --> 00:00:35.659
truck and Simon Senek, but you've
probably never heard from the majority of our
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guests. That's because the bulk of
our interviews aren't with professional speakers and authors.
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Most of our guests are in the
trenches leading sales and marketing teams.
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They're implementing strategy, they're experimenting with
tactics, they're building the fastest growing be
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tob companies in the world. My
name is James Carberry. I'm the founder
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of sweet fish media, a podcast
agency for B Tob Brands, and I'm
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also one of the CO hosts of
this show. When we're not interviewing sales
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and marketing leaders, you'll hear stories
from behind the scenes of our own business,
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will share the ups and downs of
our journey as we attempt to take
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over the world. Just getting well? Maybe let's get into the show.
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Welcome back to be tob growth.
I'm Logan Lyles, with sweet phish media.
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I've got with me today Brad Goalespie. He's the vice president of enterprise
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solutions over at CEVENT. Brad,
how's it today, man, it's going
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great. Logan Bowsome, to be
with you today. I am really excited,
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you know. I know some folks
are going to roll their eyes that
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we're talking sales and marketing alignment yet
again today, but it's a topic that
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is important and I think you've got
some specific lessons to share. Before we
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do that, though, give us
a little bit of context. What do
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you in the team at seven up
to these days? Man? Yep.
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So, for those that may not
be aware of the events event is the
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leading provider of event management and event
marketing solutions. So what that means is
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we help meeting an event planners find
venues, plan their event, create registration
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for us to attend those events and
then work with their colleagues and marketing to
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make sure that we're driving attendance to
the event, capturing all of the data
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that we can about on site behavior
and then following up from various events like
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trade shows, conferences, customer event
etc. At so we're we're busy heading
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into our Q for trying to finish
the year strong and things are going really
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well for us. Awesome and thanks
for that context. So let's circle back
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to what I just mentioned. Your
current role at C event is vp of
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enterprise solutions and that's a pretty recent
change. It actually has something to do
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with our topic today and why you
wanted to share on tactical things that you
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can do to drive better sales and
marketing alignment. Right. That's right.
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For the first time in wow,
over ten years, I do not have
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a marketing responsibility and as a kind
of proud classically trained BB marketer, I've
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had a pretty big role departure.
I'm now in our sales organization but functioning
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as an overlay to talk about see
events, event marketing solutions, primarily to
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our largest clients. What we have
found is that our largest accounts that think
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about there are meeting at events programs
which are typically larger, more complex,
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most of the time global. They
want to start thinking about the processes for
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event marketing, like many other channels
have, in terms of how do we
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standardize, how do we create efficiencies, how do we measure performance? And
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there was a bit of a gap
within the event and, frankly, in
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the market to help large organizations take
the necessary steps to go from doing event
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management and event marketing well and pockets, but then starting to think about that
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on an enterprise basis. Ultimately,
all of this data and all of this
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performance rolls up and it rolls up
through marketing operations and the CMO wants to
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know how the overall program is running, and so that's really what we're doing
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in my new role and my new
team is we're helping our larger clients kind
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of take that head on and and
sees on this what we think is are
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Traum in this opportunity to do event
marketing and perhaps a bit more modern approach.
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Yeah, I love it. So
that's great context. Brand, as
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you mentioned, you've had a very
big shift at now in being within a
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function that actually rolls up to sales
and is not part of the marketing function,
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and your marketing career has spanned a
number of different agencies, some of
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them very marketing focused. Right and
so this big departure that you mentioned is
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really going to inform some of the
things that you've been thinking about when it
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comes to sales and marketing alignment.
As we were chatting offline, you mentioned
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something to the effect of, you
know, if I could go back in
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the end do it again, there's
some things I might do differently, and
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I just think those are really where
the key lessons are often learned. And
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one of the things I know you
wanted to talk about with sales and marketing
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alignment is just physical location. Tell
us a little bit about the importance of
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this, where you've seen it done
well and not so well, and what's
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important here to drive that alignment.
Yeah, absolutely so. I think my
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experience when I've worked in smaller organizations, it's it's more common perhaps to have
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the sales and marketing teams located on
the same floor, maybe a pot or
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two away from one another. Here, ATS event, we're obviously a larger
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organization with over aheader people. At
our headquarters location where I work. Most
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of our sales force from one floor, most of our marketing team is on
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the floor above, and so literally
the my move from one floor down,
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it has been very interesting in terms
of what I see, what I hear,
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what I thought our sales teammates were
getting from marketing, but now that
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I'm kind of in the environment with
them. Yeah, that's one of the
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big the big takeaways, early lessons
for me and and by the way,
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I'm loving what I'm doing now and
I'd like to we'll get into that in
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a little bit, in terms of
the customer facetime I'm getting in this new
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role. But if I decide to
go back into a marketing roll, one
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of the big things that I'm going
to do differently is make sure that the
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physical location of those teams are not
only on the same floor, but that
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there's a way to encourage and enable
interaction, better sharing of knowledge, literally
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looking at the same things. I
can look out my window right now where
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we have a Bank of about twenty
of our strs and I can see what's
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posted in their queues in terms of
their their aids for messaging and their aids
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for just visuals. I hear them. I didn't have that in my role
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at marketing upstairs and it's just been
it's been eye opening for me. So
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that's one big change that that I
think will make it if if I end
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back on the other side. Yeah, totally makes sense. So you referenced
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your SDR team and I know a
hot topic when it comes to sales and
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marketing alignment. Is that SDR,
BEDR team, whatever you call it,
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within your organization. Do they report
into sales? Did they report into marketing?
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Are they a separate function that sits
kind of in between? Tell me
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a little bit now, seeing kind
of both sides of the fence, being
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on both sides of the line,
at least for a bit now. What
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are your thoughts on that as it
relates to sales and marketing alignment and just
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the effectiveness of your sales development or
Business Development Team? Yeah, this is
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this is a really important when and
I think most marketers, most themos,
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have been in situations where marketing owns
the phones and where sales owns the phones,
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and certainly I have as well.
At s event we are structured such
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that the SDR BEDR team reports in
the sales and one of the things that
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I think is an opportunity for most
organizations is to create just much tighter alignment
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between that first handoff between marketing and
the SCR team. And my experience at
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s then on the marketing side over
the past two years and now again being
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on the sales side for the last
been doing this job for about six months,
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but we made the official transition about
thirty days ago. I'm now firmly
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in the camp of team marketing owning
the phone. I just think there's enough
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the tradeoffs, if you will,
and what marketing can support in terms of
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message, focus, offer focus.
Those types of things probably outweigh some of
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the other side of the PROCON list, where sales need more hands on control,
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better visibility. Ultimately, all of
that, I think, is accomplished
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through information that flows and should be
tracked and and crm and whatnot, and
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everybody now should have the same visibility
to those things, and so we don't
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really have to have reporting structures that
are based on information flow any longer.
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And so the effectiveness improvement that I
think, and I'm now convinced that can
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be had when marketing can really control
the message and take the take the level
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of qualification to the right point.
I'm now firmly on that side of the
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Fen. Hey, everybody, logan
with sweet fish here. You probably already
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know that we think you should start
a podcast. If you you haven't already,
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but what if you have and you're
asking these kinds of questions? How
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much has our podcast impacted revenue this
year? How's our sales team actually leveraging
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the PODCAST content? If you can't
answer these questions, you're actually not alone.
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This is why cast it created the
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out the product in action and casted
dot US growth. That's sea steed dot
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US growth. All right, let's
get back to the show. Brad,
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you said something there that I want
to dig into a little bit. You
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mentioned the the messaging. So is
it really, in your mind, the
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fact that marketing is spending so much
time and energy on honing the message that
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they're taking to market and that first
touch point on the phone being the SDR
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or BDR, that those are so
close that it's just more efficient to have
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them owning training and providing that messaging
directly to the SDR BETR team that has
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you in this camp now. Yeah, I think that's a big part of
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it. If you if you think
about what goes on on the first interaction,
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whether that's on the phone, whether
that's by email, whether that's a
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social touch, we are using messaging
that is intended to start a dialog and
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begin to tell a story and,
as we all know, we are much
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more complex and our approach to personas
and audiences today than we've ever been.
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Very few organizations today would say they've
got one persona one title, one level,
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one industry, one message. Today
the str is asked to be able
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to have a call with the low
level, non buyer, noninfluencer. Today.
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Later I'm going to be talking to
the highest level decisionmaker I can reach.
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Tomorrow. I need to put a
different industry context to the complexity tire
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marketing. I think, as most
most marketing organizations have done a awesome job
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of being out in front of that
and providing a lot tools capabilities opportunities for
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the str to create a fine point, pinpointed of the message. Is Possible
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to think that death's all happening and
a situation where we can't hear it,
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we can't see it, we can't
understand what the response and reaction is so
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that we can react. It seems
as a is a missed opportunity. So
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yeah, it's exactly that and it's
and I think it's no longer enough to
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just populate a sales enablement tool,
the folder with content make sure that our
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sellers know where it is, even
if we can measure it. I think
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we just need to be closer to
those interactions. Yeah, I love what
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you're saying. They're in really those
first two points. The physical location between
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sales and marketing, the SDR BE
DR team reporting into marketing so that there's
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that tighter feedback loop on the messaging
that marketing is developing they're using. The
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other thing you touched on their brand
was the flow of information. Talk a
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little bit about that. Now,
being on the other side of the fence,
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what you're seeing in maybe where you
thought that marketing was feeding all sorts
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of great information, context and content
to the sales team, that maybe isn't
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quite happening or isn't happening the way
or being received the way that you thought
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it was. When you're on the
other side of the fence. Yeah,
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that's that's a really important one.
So we all have our CAIDENCE of communications.
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Marketing has their sales has their product
has there's marketing does our monthly kind
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of broader meeting with sales. We
do some weekly stand ups with portions,
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we do internal newsletters, we share
client facing communications, we share demandin campaigns.
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We think that the flow of information
through those channels this sufficient. I
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come down to the sales floor and
I expect to see how those communications are
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being acted upon and I don't see
near the connection that I'd like to.
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And so I think ultimately it is
about understanding the priorities and sometimes we all
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have the priority to create leads that
advance in the funnel and convert opportunity.
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But marketing looks at priorities perhaps slightly
differently. We think in terms of our
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campaign calendar or editorial calendar, the
messaging in the content that we we try
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to line out as far into the
future as possible. The reality on the
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ground is if I'm an str and
I've got to make my number by the
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end of the month, I'm not
going to be nearly as interested in following
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the kind of the messaging calendar or
the prescribed kind of campaign cadence that marketing
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might want me to and so there
in lies the rub. I think marketing
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needs to understand the kind of on
the ground realities that are SDRs are facing
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as they try to make their number
any way possible and be able to respond
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with changes, different tools, different
information flexibility and and have that communication flow
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going back to ultimately impact what marketing
thinks is the right approach to delivering content
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and information and campaigns and whatnot.
So I think that two ways flow of
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information again gets helped by proximity and
alignment and reporting structure. Yeah, yeah,
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you touched on something there. That's
always ways kind of a thorn in
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the side of sales and marketing leaders
as they're trying to align, and that's,
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you know, the definition of leads, handoff points. What is really
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the Sola between the two functions?
What's your perspective on that now, having
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been on the marketing side for so
long and now being part of the sales
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organization? Any new things come to
light there or new thinkings around that topic
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in the last six months or so
for you brand? So first I'd say
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we've been dealing with this as an
industry forever and modern BB marketing for the
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last fifteen years. I still do
not think most of us have solved the
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sales and marketing alignment gap problem.
It's interesting. I will see interesting post
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on Linkedin or listen to a podcast
and I'm hearing reference to references to things
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like the mql is dead, it's
all about the account. I hear things
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like great marketers create alignment and that
it's just going to naturally happened. And
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in my experience alignment happens kind of
three ways. There has to be a
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philosophical alignment between the highest level marketing
leader and the highest level sales leader around
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what the role of marketing is going
to be in terms of how far the
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ball is going to be advanced down
the field, and that long mine has
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to be pretty clear. It's a
level of qualification, it's amount of information,
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it's engagement, interaction with a certain
number of individuals in an account based
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marketing and approach. It's should be
discrete and finite where we draw that line.
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And so in my opinion, whatever
we call that, marketing, qualified
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account marketing qualified lead, when we
get to that point where we have completed
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that assignment gotten to that line for
handoff. We should always be able to
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make a clear distinction of where that
line is, where the handoffs should take
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place, create an SLA between sales
and marketing that the receiving function is going
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to do the right things. And
I think by and large we've gone away
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from some of those basics now because
of the because of the popular opinion that
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the sales process isn't for the buyers. JOURNEYS NOT LINEAR. And so why
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is the sales process the linear?
If you if you were to sit down
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with most sales leaders or chief revenue
officers, I think what they would say
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is the buying process is absolutely linear. is either moving forward, standing still
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or going backward, and it may
be going in lots of different directions on
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lots of different channels and lots of
different kind of premier stations in the account
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but overall we're leads are going forward, are we not? Or we're not,
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and so milestones and handoff points,
I think, still have a have
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a place and the sales and marketing
alignment world and ultimately are needed to determine
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what is a quality lead and what
is not, and where we can see
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progression and conversion and understand what's converting
and why. That's ultimately still a part
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of the discussion and part of the
challenge. So getting all of that aligned
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philosophically, let's US start to think
about process. What are the process that
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I need to put in places a
marketer to go from awareness to engagement to
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demand signal to some level of qualification? What are the processes I need to
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have in place for sales as a
receiving function and mapping that out? And
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then there's got to be a linement
around systems and data. Those three levels.
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We can't skip steps. We have
to think about them differently. One
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one should proceed, the next,
processes should follow the game plan and technology
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and data should follow the process.
MMM, I love that. That is
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a great way to summarize it.
As we close up today, Brad,
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you know those those points you mentioned
about just physical proximity really making a strong
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case for the str bed our team
to roll up to marketing, which really
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was kind of re emphasized again with
the looking at the status of the flow
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of information and then really thinking about
what's the philosophy and therefore, what is
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the process for the definition of handoff
points, mapping the sales process and what
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is the agreed upon handoff points,
as well as qualification criteria between sales and
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marketing. I think are all things
that you help shed some light on today
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as folks think about their sales and
marketing alignment. Brad, if anybody listening
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to this would like to stay connected
with you, reach out and ask any
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follow up questions. I think you
are definitely a wealth of knowledge on this
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subject, so everybody's looking to do
that with the best way for them to
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get connected with you. Man.
Yeah, I'm key bradge on most everything,
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all social media. T BRADG and
look me up on Linkedin. Awesome.
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I love it. Brad. Thank
you so much for being a guest
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on the show today. This is
a great conversation, man, my pleasure
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loved. We totally get it.
We publish a ton of content on this
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00:21:56.400 --> 00:21:59.759
podcast and it can be a lot
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