Nov. 26, 2019

1173: Why Sales Development Should Report to Marketing w/ Brad Gillespie

In this episode we talk to , Vice President of Enterprise Solutions at . Now you can more easily search & share your audio content, while getting greater visibility into the impact of your podcast. Check out Casted in action at  ...

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In this episode we talk to Brad Gillespie, Vice President of Enterprise Solutions at Cvent.


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Transcript
WEBVTT 1 00:00:00.320 --> 00:00:05.639 Looking for a guaranteed way to create content that resonates with your audience? Start 2 00:00:05.679 --> 00:00:10.589 a podcast, interview your ideal clients and let them choose the topic of the 3 00:00:10.710 --> 00:00:15.109 interview, because if your ideal clients care about the topic, there's a good 4 00:00:15.150 --> 00:00:18.989 chance the rest of your audience will care about it too. Learn more at 5 00:00:19.030 --> 00:00:27.460 sweet phish MEDIACOM. You're listening to be tob growth, a daily podcast for 6 00:00:27.579 --> 00:00:31.820 B TOB leaders. We've interviewed names you've probably heard before, like Gary vanner 7 00:00:31.859 --> 00:00:35.659 truck and Simon Senek, but you've probably never heard from the majority of our 8 00:00:35.700 --> 00:00:40.689 guests. That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:41.289 --> 00:00:44.689 Most of our guests are in the trenches leading sales and marketing teams. 10 00:00:44.929 --> 00:00:49.929 They're implementing strategy, they're experimenting with tactics, they're building the fastest growing be 11 00:00:50.039 --> 00:00:53.600 tob companies in the world. My name is James Carberry. I'm the founder 12 00:00:53.600 --> 00:00:57.079 of sweet fish media, a podcast agency for B Tob Brands, and I'm 13 00:00:57.119 --> 00:01:00.799 also one of the CO hosts of this show. When we're not interviewing sales 14 00:01:00.840 --> 00:01:03.590 and marketing leaders, you'll hear stories from behind the scenes of our own business, 15 00:01:04.030 --> 00:01:07.269 will share the ups and downs of our journey as we attempt to take 16 00:01:07.269 --> 00:01:12.269 over the world. Just getting well? Maybe let's get into the show. 17 00:01:19.739 --> 00:01:23.019 Welcome back to be tob growth. I'm Logan Lyles, with sweet phish media. 18 00:01:23.180 --> 00:01:26.099 I've got with me today Brad Goalespie. He's the vice president of enterprise 19 00:01:26.180 --> 00:01:30.980 solutions over at CEVENT. Brad, how's it today, man, it's going 20 00:01:30.019 --> 00:01:34.849 great. Logan Bowsome, to be with you today. I am really excited, 21 00:01:34.170 --> 00:01:37.810 you know. I know some folks are going to roll their eyes that 22 00:01:37.890 --> 00:01:42.530 we're talking sales and marketing alignment yet again today, but it's a topic that 23 00:01:42.730 --> 00:01:46.250 is important and I think you've got some specific lessons to share. Before we 24 00:01:46.409 --> 00:01:48.599 do that, though, give us a little bit of context. What do 25 00:01:48.640 --> 00:01:51.560 you in the team at seven up to these days? Man? Yep. 26 00:01:52.239 --> 00:01:55.519 So, for those that may not be aware of the events event is the 27 00:01:55.760 --> 00:02:00.680 leading provider of event management and event marketing solutions. So what that means is 28 00:02:00.920 --> 00:02:07.030 we help meeting an event planners find venues, plan their event, create registration 29 00:02:07.349 --> 00:02:12.189 for us to attend those events and then work with their colleagues and marketing to 30 00:02:12.270 --> 00:02:15.139 make sure that we're driving attendance to the event, capturing all of the data 31 00:02:15.180 --> 00:02:20.979 that we can about on site behavior and then following up from various events like 32 00:02:21.300 --> 00:02:27.699 trade shows, conferences, customer event etc. At so we're we're busy heading 33 00:02:27.740 --> 00:02:31.610 into our Q for trying to finish the year strong and things are going really 34 00:02:31.610 --> 00:02:36.530 well for us. Awesome and thanks for that context. So let's circle back 35 00:02:36.569 --> 00:02:39.569 to what I just mentioned. Your current role at C event is vp of 36 00:02:39.650 --> 00:02:46.039 enterprise solutions and that's a pretty recent change. It actually has something to do 37 00:02:46.479 --> 00:02:51.080 with our topic today and why you wanted to share on tactical things that you 38 00:02:51.120 --> 00:02:53.479 can do to drive better sales and marketing alignment. Right. That's right. 39 00:02:53.639 --> 00:02:59.389 For the first time in wow, over ten years, I do not have 40 00:02:59.629 --> 00:03:08.870 a marketing responsibility and as a kind of proud classically trained BB marketer, I've 41 00:03:08.909 --> 00:03:15.419 had a pretty big role departure. I'm now in our sales organization but functioning 42 00:03:15.460 --> 00:03:23.780 as an overlay to talk about see events, event marketing solutions, primarily to 43 00:03:23.900 --> 00:03:29.530 our largest clients. What we have found is that our largest accounts that think 44 00:03:29.569 --> 00:03:34.530 about there are meeting at events programs which are typically larger, more complex, 45 00:03:34.810 --> 00:03:38.569 most of the time global. They want to start thinking about the processes for 46 00:03:38.650 --> 00:03:44.039 event marketing, like many other channels have, in terms of how do we 47 00:03:44.319 --> 00:03:47.840 standardize, how do we create efficiencies, how do we measure performance? And 48 00:03:49.039 --> 00:03:52.479 there was a bit of a gap within the event and, frankly, in 49 00:03:52.560 --> 00:03:58.789 the market to help large organizations take the necessary steps to go from doing event 50 00:03:58.909 --> 00:04:03.310 management and event marketing well and pockets, but then starting to think about that 51 00:04:03.750 --> 00:04:09.229 on an enterprise basis. Ultimately, all of this data and all of this 52 00:04:09.430 --> 00:04:14.099 performance rolls up and it rolls up through marketing operations and the CMO wants to 53 00:04:14.180 --> 00:04:18.060 know how the overall program is running, and so that's really what we're doing 54 00:04:18.379 --> 00:04:23.939 in my new role and my new team is we're helping our larger clients kind 55 00:04:23.939 --> 00:04:27.689 of take that head on and and sees on this what we think is are 56 00:04:27.730 --> 00:04:33.170 Traum in this opportunity to do event marketing and perhaps a bit more modern approach. 57 00:04:33.769 --> 00:04:36.889 Yeah, I love it. So that's great context. Brand, as 58 00:04:36.889 --> 00:04:42.839 you mentioned, you've had a very big shift at now in being within a 59 00:04:42.920 --> 00:04:47.160 function that actually rolls up to sales and is not part of the marketing function, 60 00:04:47.639 --> 00:04:53.790 and your marketing career has spanned a number of different agencies, some of 61 00:04:53.870 --> 00:04:58.069 them very marketing focused. Right and so this big departure that you mentioned is 62 00:04:58.110 --> 00:05:00.269 really going to inform some of the things that you've been thinking about when it 63 00:05:00.310 --> 00:05:03.470 comes to sales and marketing alignment. As we were chatting offline, you mentioned 64 00:05:03.509 --> 00:05:06.420 something to the effect of, you know, if I could go back in 65 00:05:06.540 --> 00:05:10.339 the end do it again, there's some things I might do differently, and 66 00:05:10.379 --> 00:05:14.339 I just think those are really where the key lessons are often learned. And 67 00:05:14.459 --> 00:05:16.339 one of the things I know you wanted to talk about with sales and marketing 68 00:05:16.379 --> 00:05:20.769 alignment is just physical location. Tell us a little bit about the importance of 69 00:05:20.850 --> 00:05:24.889 this, where you've seen it done well and not so well, and what's 70 00:05:24.889 --> 00:05:29.170 important here to drive that alignment. Yeah, absolutely so. I think my 71 00:05:29.529 --> 00:05:34.800 experience when I've worked in smaller organizations, it's it's more common perhaps to have 72 00:05:35.120 --> 00:05:41.519 the sales and marketing teams located on the same floor, maybe a pot or 73 00:05:41.560 --> 00:05:45.199 two away from one another. Here, ATS event, we're obviously a larger 74 00:05:45.279 --> 00:05:49.709 organization with over aheader people. At our headquarters location where I work. Most 75 00:05:49.709 --> 00:05:54.269 of our sales force from one floor, most of our marketing team is on 76 00:05:54.350 --> 00:06:00.509 the floor above, and so literally the my move from one floor down, 77 00:06:01.350 --> 00:06:06.139 it has been very interesting in terms of what I see, what I hear, 78 00:06:06.500 --> 00:06:13.339 what I thought our sales teammates were getting from marketing, but now that 79 00:06:13.420 --> 00:06:15.660 I'm kind of in the environment with them. Yeah, that's one of the 80 00:06:15.779 --> 00:06:21.089 big the big takeaways, early lessons for me and and by the way, 81 00:06:21.129 --> 00:06:26.290 I'm loving what I'm doing now and I'd like to we'll get into that in 82 00:06:26.370 --> 00:06:30.129 a little bit, in terms of the customer facetime I'm getting in this new 83 00:06:30.209 --> 00:06:34.120 role. But if I decide to go back into a marketing roll, one 84 00:06:34.160 --> 00:06:39.399 of the big things that I'm going to do differently is make sure that the 85 00:06:39.519 --> 00:06:45.680 physical location of those teams are not only on the same floor, but that 86 00:06:45.920 --> 00:06:54.189 there's a way to encourage and enable interaction, better sharing of knowledge, literally 87 00:06:54.310 --> 00:06:59.430 looking at the same things. I can look out my window right now where 88 00:06:59.509 --> 00:07:04.699 we have a Bank of about twenty of our strs and I can see what's 89 00:07:04.819 --> 00:07:11.939 posted in their queues in terms of their their aids for messaging and their aids 90 00:07:12.139 --> 00:07:16.689 for just visuals. I hear them. I didn't have that in my role 91 00:07:16.769 --> 00:07:20.290 at marketing upstairs and it's just been it's been eye opening for me. So 92 00:07:20.410 --> 00:07:26.529 that's one big change that that I think will make it if if I end 93 00:07:26.850 --> 00:07:30.319 back on the other side. Yeah, totally makes sense. So you referenced 94 00:07:30.439 --> 00:07:33.000 your SDR team and I know a hot topic when it comes to sales and 95 00:07:33.040 --> 00:07:36.959 marketing alignment. Is that SDR, BEDR team, whatever you call it, 96 00:07:38.040 --> 00:07:41.519 within your organization. Do they report into sales? Did they report into marketing? 97 00:07:41.560 --> 00:07:46.230 Are they a separate function that sits kind of in between? Tell me 98 00:07:46.269 --> 00:07:48.910 a little bit now, seeing kind of both sides of the fence, being 99 00:07:49.029 --> 00:07:53.110 on both sides of the line, at least for a bit now. What 100 00:07:53.230 --> 00:07:57.149 are your thoughts on that as it relates to sales and marketing alignment and just 101 00:07:57.230 --> 00:08:01.819 the effectiveness of your sales development or Business Development Team? Yeah, this is 102 00:08:01.019 --> 00:08:05.420 this is a really important when and I think most marketers, most themos, 103 00:08:05.899 --> 00:08:11.420 have been in situations where marketing owns the phones and where sales owns the phones, 104 00:08:11.500 --> 00:08:16.250 and certainly I have as well. At s event we are structured such 105 00:08:16.370 --> 00:08:20.009 that the SDR BEDR team reports in the sales and one of the things that 106 00:08:20.089 --> 00:08:26.160 I think is an opportunity for most organizations is to create just much tighter alignment 107 00:08:26.319 --> 00:08:33.960 between that first handoff between marketing and the SCR team. And my experience at 108 00:08:33.080 --> 00:08:37.440 s then on the marketing side over the past two years and now again being 109 00:08:37.559 --> 00:08:41.230 on the sales side for the last been doing this job for about six months, 110 00:08:41.230 --> 00:08:46.990 but we made the official transition about thirty days ago. I'm now firmly 111 00:08:46.269 --> 00:08:52.789 in the camp of team marketing owning the phone. I just think there's enough 112 00:08:54.590 --> 00:09:00.019 the tradeoffs, if you will, and what marketing can support in terms of 113 00:09:01.259 --> 00:09:09.779 message, focus, offer focus. Those types of things probably outweigh some of 114 00:09:09.860 --> 00:09:16.169 the other side of the PROCON list, where sales need more hands on control, 115 00:09:16.409 --> 00:09:20.129 better visibility. Ultimately, all of that, I think, is accomplished 116 00:09:20.370 --> 00:09:24.120 through information that flows and should be tracked and and crm and whatnot, and 117 00:09:24.240 --> 00:09:28.759 everybody now should have the same visibility to those things, and so we don't 118 00:09:28.759 --> 00:09:33.720 really have to have reporting structures that are based on information flow any longer. 119 00:09:35.120 --> 00:09:41.029 And so the effectiveness improvement that I think, and I'm now convinced that can 120 00:09:41.110 --> 00:09:46.470 be had when marketing can really control the message and take the take the level 121 00:09:46.509 --> 00:09:50.350 of qualification to the right point. I'm now firmly on that side of the 122 00:09:50.429 --> 00:09:56.059 Fen. Hey, everybody, logan with sweet fish here. You probably already 123 00:09:56.139 --> 00:10:00.340 know that we think you should start a podcast. If you you haven't already, 124 00:10:00.620 --> 00:10:03.139 but what if you have and you're asking these kinds of questions? How 125 00:10:03.179 --> 00:10:09.529 much has our podcast impacted revenue this year? How's our sales team actually leveraging 126 00:10:09.649 --> 00:10:13.289 the PODCAST content? If you can't answer these questions, you're actually not alone. 127 00:10:13.769 --> 00:10:18.769 This is why cast it created the very first content marketing platform made specifically 128 00:10:18.929 --> 00:10:24.960 for be tob podcasting. Now you can more easily search and share your audio 129 00:10:24.000 --> 00:10:30.759 content while getting greater visibility into the impact of your podcast. The marketing teams 130 00:10:30.840 --> 00:10:35.710 at drift terminus and here at sweet fish have started using casted to get more 131 00:10:35.789 --> 00:10:39.110 value out of our podcasts, and you probably can to. You can check 132 00:10:39.149 --> 00:10:46.830 out the product in action and casted dot US growth. That's sea steed dot 133 00:10:46.870 --> 00:10:54.899 US growth. All right, let's get back to the show. Brad, 134 00:10:54.940 --> 00:10:58.500 you said something there that I want to dig into a little bit. You 135 00:10:58.700 --> 00:11:03.139 mentioned the the messaging. So is it really, in your mind, the 136 00:11:03.220 --> 00:11:07.009 fact that marketing is spending so much time and energy on honing the message that 137 00:11:07.169 --> 00:11:11.330 they're taking to market and that first touch point on the phone being the SDR 138 00:11:11.370 --> 00:11:16.570 or BDR, that those are so close that it's just more efficient to have 139 00:11:16.769 --> 00:11:22.039 them owning training and providing that messaging directly to the SDR BETR team that has 140 00:11:22.080 --> 00:11:24.879 you in this camp now. Yeah, I think that's a big part of 141 00:11:24.960 --> 00:11:31.759 it. If you if you think about what goes on on the first interaction, 142 00:11:31.600 --> 00:11:35.429 whether that's on the phone, whether that's by email, whether that's a 143 00:11:35.509 --> 00:11:41.909 social touch, we are using messaging that is intended to start a dialog and 144 00:11:43.110 --> 00:11:48.820 begin to tell a story and, as we all know, we are much 145 00:11:48.899 --> 00:11:54.220 more complex and our approach to personas and audiences today than we've ever been. 146 00:11:56.259 --> 00:12:03.570 Very few organizations today would say they've got one persona one title, one level, 147 00:12:03.850 --> 00:12:09.090 one industry, one message. Today the str is asked to be able 148 00:12:09.169 --> 00:12:15.879 to have a call with the low level, non buyer, noninfluencer. Today. 149 00:12:16.879 --> 00:12:20.679 Later I'm going to be talking to the highest level decisionmaker I can reach. 150 00:12:22.320 --> 00:12:26.240 Tomorrow. I need to put a different industry context to the complexity tire 151 00:12:28.159 --> 00:12:33.470 marketing. I think, as most most marketing organizations have done a awesome job 152 00:12:33.309 --> 00:12:41.509 of being out in front of that and providing a lot tools capabilities opportunities for 153 00:12:41.590 --> 00:12:46.899 the str to create a fine point, pinpointed of the message. Is Possible 154 00:12:46.620 --> 00:12:52.740 to think that death's all happening and a situation where we can't hear it, 155 00:12:52.019 --> 00:12:56.659 we can't see it, we can't understand what the response and reaction is so 156 00:12:56.779 --> 00:13:01.769 that we can react. It seems as a is a missed opportunity. So 157 00:13:01.889 --> 00:13:05.090 yeah, it's exactly that and it's and I think it's no longer enough to 158 00:13:05.289 --> 00:13:13.639 just populate a sales enablement tool, the folder with content make sure that our 159 00:13:13.759 --> 00:13:16.039 sellers know where it is, even if we can measure it. I think 160 00:13:16.039 --> 00:13:22.559 we just need to be closer to those interactions. Yeah, I love what 161 00:13:22.600 --> 00:13:26.320 you're saying. They're in really those first two points. The physical location between 162 00:13:26.360 --> 00:13:31.470 sales and marketing, the SDR BE DR team reporting into marketing so that there's 163 00:13:31.629 --> 00:13:37.110 that tighter feedback loop on the messaging that marketing is developing they're using. The 164 00:13:37.190 --> 00:13:41.269 other thing you touched on their brand was the flow of information. Talk a 165 00:13:41.309 --> 00:13:43.299 little bit about that. Now, being on the other side of the fence, 166 00:13:43.419 --> 00:13:48.220 what you're seeing in maybe where you thought that marketing was feeding all sorts 167 00:13:48.259 --> 00:13:54.340 of great information, context and content to the sales team, that maybe isn't 168 00:13:54.340 --> 00:13:58.730 quite happening or isn't happening the way or being received the way that you thought 169 00:13:58.730 --> 00:14:01.250 it was. When you're on the other side of the fence. Yeah, 170 00:14:01.330 --> 00:14:07.210 that's that's a really important one. So we all have our CAIDENCE of communications. 171 00:14:07.809 --> 00:14:13.480 Marketing has their sales has their product has there's marketing does our monthly kind 172 00:14:13.519 --> 00:14:18.960 of broader meeting with sales. We do some weekly stand ups with portions, 173 00:14:20.159 --> 00:14:28.870 we do internal newsletters, we share client facing communications, we share demandin campaigns. 174 00:14:30.029 --> 00:14:35.309 We think that the flow of information through those channels this sufficient. I 175 00:14:35.509 --> 00:14:41.899 come down to the sales floor and I expect to see how those communications are 176 00:14:43.059 --> 00:14:46.940 being acted upon and I don't see near the connection that I'd like to. 177 00:14:48.740 --> 00:14:54.889 And so I think ultimately it is about understanding the priorities and sometimes we all 178 00:14:54.929 --> 00:15:00.330 have the priority to create leads that advance in the funnel and convert opportunity. 179 00:15:00.929 --> 00:15:05.649 But marketing looks at priorities perhaps slightly differently. We think in terms of our 180 00:15:05.649 --> 00:15:11.120 campaign calendar or editorial calendar, the messaging in the content that we we try 181 00:15:11.159 --> 00:15:13.840 to line out as far into the future as possible. The reality on the 182 00:15:13.960 --> 00:15:20.399 ground is if I'm an str and I've got to make my number by the 183 00:15:20.519 --> 00:15:26.909 end of the month, I'm not going to be nearly as interested in following 184 00:15:26.789 --> 00:15:35.429 the kind of the messaging calendar or the prescribed kind of campaign cadence that marketing 185 00:15:35.470 --> 00:15:39.299 might want me to and so there in lies the rub. I think marketing 186 00:15:39.379 --> 00:15:45.940 needs to understand the kind of on the ground realities that are SDRs are facing 187 00:15:45.980 --> 00:15:50.570 as they try to make their number any way possible and be able to respond 188 00:15:52.330 --> 00:16:00.250 with changes, different tools, different information flexibility and and have that communication flow 189 00:16:00.330 --> 00:16:07.639 going back to ultimately impact what marketing thinks is the right approach to delivering content 190 00:16:07.679 --> 00:16:11.639 and information and campaigns and whatnot. So I think that two ways flow of 191 00:16:11.720 --> 00:16:19.549 information again gets helped by proximity and alignment and reporting structure. Yeah, yeah, 192 00:16:19.830 --> 00:16:23.149 you touched on something there. That's always ways kind of a thorn in 193 00:16:23.190 --> 00:16:27.190 the side of sales and marketing leaders as they're trying to align, and that's, 194 00:16:27.429 --> 00:16:32.470 you know, the definition of leads, handoff points. What is really 195 00:16:32.509 --> 00:16:37.940 the Sola between the two functions? What's your perspective on that now, having 196 00:16:37.940 --> 00:16:41.899 been on the marketing side for so long and now being part of the sales 197 00:16:41.940 --> 00:16:48.570 organization? Any new things come to light there or new thinkings around that topic 198 00:16:48.169 --> 00:16:53.409 in the last six months or so for you brand? So first I'd say 199 00:16:53.529 --> 00:16:59.049 we've been dealing with this as an industry forever and modern BB marketing for the 200 00:16:59.090 --> 00:17:04.599 last fifteen years. I still do not think most of us have solved the 201 00:17:04.799 --> 00:17:11.680 sales and marketing alignment gap problem. It's interesting. I will see interesting post 202 00:17:11.799 --> 00:17:18.430 on Linkedin or listen to a podcast and I'm hearing reference to references to things 203 00:17:18.470 --> 00:17:22.990 like the mql is dead, it's all about the account. I hear things 204 00:17:23.029 --> 00:17:29.750 like great marketers create alignment and that it's just going to naturally happened. And 205 00:17:30.339 --> 00:17:34.700 in my experience alignment happens kind of three ways. There has to be a 206 00:17:34.940 --> 00:17:41.700 philosophical alignment between the highest level marketing leader and the highest level sales leader around 207 00:17:42.420 --> 00:17:48.170 what the role of marketing is going to be in terms of how far the 208 00:17:48.329 --> 00:17:52.490 ball is going to be advanced down the field, and that long mine has 209 00:17:52.529 --> 00:17:56.130 to be pretty clear. It's a level of qualification, it's amount of information, 210 00:17:56.690 --> 00:18:03.799 it's engagement, interaction with a certain number of individuals in an account based 211 00:18:03.839 --> 00:18:10.880 marketing and approach. It's should be discrete and finite where we draw that line. 212 00:18:11.519 --> 00:18:15.789 And so in my opinion, whatever we call that, marketing, qualified 213 00:18:15.789 --> 00:18:22.750 account marketing qualified lead, when we get to that point where we have completed 214 00:18:22.829 --> 00:18:26.589 that assignment gotten to that line for handoff. We should always be able to 215 00:18:26.069 --> 00:18:32.420 make a clear distinction of where that line is, where the handoffs should take 216 00:18:32.500 --> 00:18:38.299 place, create an SLA between sales and marketing that the receiving function is going 217 00:18:38.339 --> 00:18:44.849 to do the right things. And I think by and large we've gone away 218 00:18:44.849 --> 00:18:51.210 from some of those basics now because of the because of the popular opinion that 219 00:18:51.369 --> 00:18:55.369 the sales process isn't for the buyers. JOURNEYS NOT LINEAR. And so why 220 00:18:55.450 --> 00:19:00.519 is the sales process the linear? If you if you were to sit down 221 00:19:00.720 --> 00:19:06.119 with most sales leaders or chief revenue officers, I think what they would say 222 00:19:06.319 --> 00:19:12.589 is the buying process is absolutely linear. is either moving forward, standing still 223 00:19:14.069 --> 00:19:18.190 or going backward, and it may be going in lots of different directions on 224 00:19:18.309 --> 00:19:22.190 lots of different channels and lots of different kind of premier stations in the account 225 00:19:22.750 --> 00:19:26.700 but overall we're leads are going forward, are we not? Or we're not, 226 00:19:26.980 --> 00:19:33.819 and so milestones and handoff points, I think, still have a have 227 00:19:33.019 --> 00:19:41.529 a place and the sales and marketing alignment world and ultimately are needed to determine 228 00:19:41.250 --> 00:19:47.690 what is a quality lead and what is not, and where we can see 229 00:19:47.970 --> 00:19:55.640 progression and conversion and understand what's converting and why. That's ultimately still a part 230 00:19:55.920 --> 00:20:00.440 of the discussion and part of the challenge. So getting all of that aligned 231 00:20:00.519 --> 00:20:04.799 philosophically, let's US start to think about process. What are the process that 232 00:20:04.920 --> 00:20:11.470 I need to put in places a marketer to go from awareness to engagement to 233 00:20:12.269 --> 00:20:18.150 demand signal to some level of qualification? What are the processes I need to 234 00:20:18.230 --> 00:20:23.140 have in place for sales as a receiving function and mapping that out? And 235 00:20:23.220 --> 00:20:29.140 then there's got to be a linement around systems and data. Those three levels. 236 00:20:29.299 --> 00:20:32.539 We can't skip steps. We have to think about them differently. One 237 00:20:32.619 --> 00:20:38.450 one should proceed, the next, processes should follow the game plan and technology 238 00:20:38.569 --> 00:20:41.970 and data should follow the process. MMM, I love that. That is 239 00:20:42.009 --> 00:20:45.690 a great way to summarize it. As we close up today, Brad, 240 00:20:45.369 --> 00:20:51.480 you know those those points you mentioned about just physical proximity really making a strong 241 00:20:51.640 --> 00:20:56.200 case for the str bed our team to roll up to marketing, which really 242 00:20:56.359 --> 00:21:00.640 was kind of re emphasized again with the looking at the status of the flow 243 00:21:00.680 --> 00:21:04.710 of information and then really thinking about what's the philosophy and therefore, what is 244 00:21:04.789 --> 00:21:11.869 the process for the definition of handoff points, mapping the sales process and what 245 00:21:12.069 --> 00:21:18.779 is the agreed upon handoff points, as well as qualification criteria between sales and 246 00:21:18.859 --> 00:21:22.740 marketing. I think are all things that you help shed some light on today 247 00:21:22.740 --> 00:21:26.740 as folks think about their sales and marketing alignment. Brad, if anybody listening 248 00:21:26.740 --> 00:21:29.700 to this would like to stay connected with you, reach out and ask any 249 00:21:29.980 --> 00:21:33.210 follow up questions. I think you are definitely a wealth of knowledge on this 250 00:21:33.250 --> 00:21:36.170 subject, so everybody's looking to do that with the best way for them to 251 00:21:36.410 --> 00:21:40.609 get connected with you. Man. Yeah, I'm key bradge on most everything, 252 00:21:40.650 --> 00:21:45.930 all social media. T BRADG and look me up on Linkedin. Awesome. 253 00:21:45.970 --> 00:21:48.039 I love it. Brad. Thank you so much for being a guest 254 00:21:48.079 --> 00:21:49.720 on the show today. This is a great conversation, man, my pleasure 255 00:21:49.759 --> 00:21:56.319 loved. We totally get it. We publish a ton of content on this 256 00:21:56.400 --> 00:21:59.759 podcast and it can be a lot to keep up with. That's why we've 257 00:21:59.799 --> 00:22:03.470 started the BTB growth big three, a no fluff email that boils down our 258 00:22:03.589 --> 00:22:08.309 three biggest takeaways from an entire week of episodes. Sign up today at Sweet 259 00:22:08.349 --> 00:22:15.390 Fish Mediacom big three. That sweet PHISH MEDIACOM Big Three