Transcript
WEBVTT 1 00:00:00.320 --> 00:00:04.160 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.240 --> 00:00:09.310 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.550 --> 00:00:19.390 to be guests on your show. Learn more at sweetphish MEDIACOM. You're listening 4 00:00:19.429 --> 00:00:24.179 to be tob growth, a daily podcast for B TOB leaders. We've interviewed 5 00:00:24.219 --> 00:00:27.460 names you've probably heard before, like Gary Vanner, truck and Simon Senek, 6 00:00:27.820 --> 00:00:31.940 but you've probably never heard from the majority of our guests. That's because the 7 00:00:32.020 --> 00:00:36.689 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:36.689 --> 00:00:41.130 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:41.130 --> 00:00:45.770 experimenting with tactics. They're building the fastest growing be tob companies in the world. 10 00:00:46.409 --> 00:00:49.289 My name is James Carberry. I'm the founder of sweetfish media, a 11 00:00:49.409 --> 00:00:53.000 podcast agency for BB brands, and I'm also one of the CO hosts of 12 00:00:53.079 --> 00:00:57.280 this show. When we're not interviewing sales and marketing leaders, you'll hear stories 13 00:00:57.320 --> 00:01:00.920 from behind the scenes of our own business. Will share the ups and downs 14 00:01:00.960 --> 00:01:04.349 of our journey as we attempt to take over the world. Just getting well, 15 00:01:04.989 --> 00:01:14.709 maybe let's get into the show. Welcome back to be tob growth. 16 00:01:14.790 --> 00:01:18.469 I'm Logan lyles with sweet fish media. I've got two guests with me today. 17 00:01:18.510 --> 00:01:21.980 Guys, we are joined by Matt while he is the VP of sales 18 00:01:22.299 --> 00:01:26.540 over at high spot. We've also got the chief marketing officer, John Pereira, 19 00:01:26.700 --> 00:01:29.659 over at high spot with us today. Guys, how's it going today? 20 00:01:30.260 --> 00:01:33.930 Fantastic. Thanks for having us. It's going great. Thanks for thanks 21 00:01:33.969 --> 00:01:37.489 for having me back. Absolutely. Guys. Matt, had you on the 22 00:01:38.129 --> 00:01:42.730 podcast in the pastway had a great conversation about scaling high growth sales team. 23 00:01:42.849 --> 00:01:46.650 Still one of my favorite episodes. We got a linked to episode eight hundred 24 00:01:46.650 --> 00:01:49.439 and fifty. You were back on the podcast back then. We'll put that 25 00:01:49.599 --> 00:01:53.000 in the show notes. We've also had Jake Browley from the team and high 26 00:01:53.000 --> 00:01:57.840 spot. So you guys are becoming a regular fixture here on BB growth and 27 00:01:57.920 --> 00:02:00.280 I'm really excited for this because we're going to be talking about sales and marketing 28 00:02:00.319 --> 00:02:04.870 alignment, which has been a common theme for us and I think a lot 29 00:02:04.909 --> 00:02:07.390 of people, you know, maybe a little bit tired of this. But 30 00:02:07.510 --> 00:02:09.469 Hey, we've got a sales leader and a marketing leader on at the same 31 00:02:09.509 --> 00:02:14.629 time and you you're both accountable to hearing each other at the same time. 32 00:02:14.710 --> 00:02:17.259 You can't just come on and say, well, my Cmo says this and 33 00:02:17.460 --> 00:02:20.860 that a lot. So I think this will be a little bit interesting. 34 00:02:20.939 --> 00:02:24.979 We're going to talk about it specifically within the context of the subscription economy which, 35 00:02:25.099 --> 00:02:28.780 in my opinion, sales and marketing alignment, if you are in a 36 00:02:28.860 --> 00:02:32.569 subscription based business, Sass or not, really affects the importance of sales and 37 00:02:32.610 --> 00:02:36.530 marketing alignment. But before I give too much way, let's have you guys 38 00:02:36.569 --> 00:02:38.689 do a little bit of background on yourself and what you in the team at 39 00:02:38.729 --> 00:02:42.490 high spot or up to these days. John, let's kick it over to 40 00:02:42.530 --> 00:02:44.879 you first. Man. All right, thanks so much for having me. 41 00:02:45.000 --> 00:02:49.000 I'm the chief marketing officer for high spot. been here about a year and 42 00:02:49.039 --> 00:02:52.719 I've been in sales and marketing roles for about twenty five to thirty years to 43 00:02:52.800 --> 00:02:55.199 date. Myself a high spot is here, listeners probably know, where the 44 00:02:55.240 --> 00:03:00.789 number one rated sales enablement platform in the category, the only vendor backed by 45 00:03:00.870 --> 00:03:07.870 sales force, and our whole focuses around preparing sellers, engaging buyers and helping 46 00:03:07.150 --> 00:03:12.229 to drive the analytics that support that and we are having a great time. 47 00:03:12.430 --> 00:03:15.379 Companies using US include at and a Pinterest, John Dear Adobe and more. 48 00:03:15.860 --> 00:03:19.580 We're based out of the Apple. I love it. Matt, your turn. 49 00:03:19.699 --> 00:03:23.539 We had to let marketing go first here on the growth since we we 50 00:03:23.659 --> 00:03:25.780 are a marketing focus show. But we're not going to give sales, you 51 00:03:25.860 --> 00:03:29.889 know, second tier. We're going to let you tap your interest to man. 52 00:03:30.330 --> 00:03:31.849 I'll just a DITTO and then I don't we can move on. No, 53 00:03:32.250 --> 00:03:36.889 but welcome. Thanks for having me about wild dut sales at a high 54 00:03:36.889 --> 00:03:39.930 spot. I've been here two years and I've left. I was on your 55 00:03:39.930 --> 00:03:44.439 show. I talked about I've gone into several companies and grown them and either 56 00:03:44.520 --> 00:03:46.879 sold them or gone public. Had A lot of fun over these last years. 57 00:03:46.919 --> 00:03:50.120 Since we last talk, it's been about a half year, I think, 58 00:03:50.280 --> 00:03:54.949 and we're just growing very rapidly, hitting international markets, growing our customer 59 00:03:54.990 --> 00:03:59.629 base and all segments and having a lot of fun doing it. Yeah, 60 00:03:59.710 --> 00:04:04.030 absolutely so. As we talked about teeing up the conversation today on sales and 61 00:04:04.110 --> 00:04:09.270 marketing linement within the subscription economy. You know, I think most of most 62 00:04:09.310 --> 00:04:12.379 folks know what that means. But I would love for you guys to kind 63 00:04:12.419 --> 00:04:16.459 of unpack your take on that. You know, went SASS. Obviously software 64 00:04:16.500 --> 00:04:21.379 as a service. It's delivered as a subscription, but they're really all sorts 65 00:04:21.420 --> 00:04:27.769 of different things where subscription is becoming the norm in both be Toc and B 66 00:04:27.930 --> 00:04:30.610 Tob. John, do you want to speak to this trend a little bit, 67 00:04:30.850 --> 00:04:32.610 just to kind of kick things off to start? Yeah, I think 68 00:04:32.649 --> 00:04:35.850 you can say that this sort of revolution has been under way for a while 69 00:04:36.209 --> 00:04:42.079 and across both be tob and B Toc there's a massive transformation taking place in 70 00:04:42.120 --> 00:04:46.519 the economy. And so if it's razor blades or the media that you consume, 71 00:04:47.040 --> 00:04:51.120 the cars that you lease, the software that you acquire as a subscription, 72 00:04:51.759 --> 00:04:58.029 it's fundamentally changing the rules of business. To anecdotally, when I started 73 00:04:58.069 --> 00:05:00.949 it adobe in two thousand and eleven, we had this thing called creative sweet, 74 00:05:01.430 --> 00:05:05.750 photoshop, in designer, all of those great products. It cost three 75 00:05:05.750 --> 00:05:11.180 zero for one box. The end of my first year we decided to flip 76 00:05:11.259 --> 00:05:15.420 the thing on its head and flip it to subscription for about seventy user and 77 00:05:15.819 --> 00:05:21.009 massively changed everything about the way that the company worked, in particular how sales 78 00:05:21.009 --> 00:05:25.410 and marketing leaders have to work together and that's what Madden are trying to do 79 00:05:25.529 --> 00:05:30.610 here at I spot yeah, and added that the sales and marketing alignment is 80 00:05:30.689 --> 00:05:35.120 so important on this. I actually have been selling subscription before Stass, with 81 00:05:35.199 --> 00:05:41.079 SASS actually, when was ast being application service provider and the late s and 82 00:05:41.839 --> 00:05:45.199 our sales marketing apartment's warner line. We were working in vacuums. We were 83 00:05:45.240 --> 00:05:47.839 just trying to get people to buy something for whateverever we could get for it. 84 00:05:47.959 --> 00:05:51.829 And once we got a line and once we got smart, the rubber 85 00:05:51.829 --> 00:05:57.230 hit the road and now every thing's happen. is obviously evolved over the last 86 00:05:57.670 --> 00:06:00.430 twenty plus years. I'm dating myself actually almost more than that, twenty five 87 00:06:00.430 --> 00:06:03.860 years, and it's it's really been fun and what John and I've been doing 88 00:06:04.019 --> 00:06:09.540 it's really staying aligned because we have to, because sixty percent of decision makers 89 00:06:09.579 --> 00:06:14.220 value the flexibility to adjust to capacity and a subscription model. So you got 90 00:06:14.339 --> 00:06:15.899 to really pay attention what's going on, you got to be smart, you 91 00:06:15.980 --> 00:06:19.209 got to listen and you got to watch the market. You also have your 92 00:06:19.250 --> 00:06:24.610 competitors that, if they know they're losing, can really start trying to hurt 93 00:06:24.649 --> 00:06:28.250 the market. So you got to get really smart on value selling being you 94 00:06:28.370 --> 00:06:30.170 can't watch the terrorists try and bring that bring you down, and so you 95 00:06:30.250 --> 00:06:33.600 got to be really smart about it and don't get afraid of what your competitors 96 00:06:33.600 --> 00:06:36.279 are doing, because that's the only way they can win. Yeah, absolutely. 97 00:06:36.360 --> 00:06:39.839 So I'd love for you guys to talk a little bit about some of 98 00:06:39.879 --> 00:06:45.680 the challenges and the opportunities. You know, in my mind there's the greater 99 00:06:45.839 --> 00:06:49.389 opportunity. Right, we run a pretty much a subscription based business here. 100 00:06:49.430 --> 00:06:55.790 It's sweet fish. We've productized our service and offered our podcast production really on 101 00:06:55.910 --> 00:06:59.829 a retainer basis, which we look at a lot of the tops ass companies 102 00:06:59.829 --> 00:07:01.980 and look at their growth models and their strategies and take a lot from that. 103 00:07:02.180 --> 00:07:05.740 Even though we don't offer a SASS product, there are a lot of 104 00:07:05.860 --> 00:07:10.420 similarities, and so in my mind I think of some of the opportunities. 105 00:07:10.540 --> 00:07:14.420 You know, you stack revenue, but then there are some of the challenges. 106 00:07:14.459 --> 00:07:17.410 You've got to be able to retain customers and it's based on their experience. 107 00:07:17.490 --> 00:07:21.009 So sales, marketing and and cs all being on the same page. 108 00:07:21.410 --> 00:07:25.449 Tell us a little bit about some of the challenges you guys have seen and 109 00:07:25.610 --> 00:07:28.730 how you guys have been addressing them at the high spot. Yeah, I 110 00:07:28.810 --> 00:07:31.879 think you know a couple of different dimensions of this. One of them is 111 00:07:32.040 --> 00:07:39.480 that your customer can now hire and fire you at any point along the customer 112 00:07:39.519 --> 00:07:43.040 journey. It's not just about selling them a card and forgetting about it. 113 00:07:43.120 --> 00:07:46.990 It's keeping that customer over time. It's we think about the entire customer life 114 00:07:47.029 --> 00:07:50.029 cycle, from the time that they hear about the offer to the time they 115 00:07:50.069 --> 00:07:56.470 decide to renew and upsell. From a marketing perspective, lots of interesting challenges. 116 00:07:56.870 --> 00:08:00.819 Pricing and packaging. This used to be really old and boring and now, 117 00:08:00.939 --> 00:08:03.740 in the generation of product left growth, you know how you introduced and 118 00:08:03.860 --> 00:08:09.100 design your product offer in a way to drive up sell, to drive a 119 00:08:09.180 --> 00:08:13.129 reality, to drive deeper adoption, is absolutely critical. And even things about 120 00:08:13.290 --> 00:08:18.209 you know how we market after the sale. How do you introduce moments of 121 00:08:18.290 --> 00:08:22.209 delight into the customers experience after they've acquired your product? A month later, 122 00:08:22.370 --> 00:08:26.250 I. Two years later. So these are some things we're starting to think 123 00:08:26.250 --> 00:08:28.759 about from a marketing perspective. In it thinks, equally true from a sales 124 00:08:28.800 --> 00:08:35.080 perspective and customer success man. Yeah, the alignment. Again, I'll maybe 125 00:08:35.159 --> 00:08:39.360 being a little repetitive, but John and I have to be completely align. 126 00:08:39.720 --> 00:08:43.789 Our NABLEMENT team has to be completely aligned, because John's going to do the 127 00:08:43.789 --> 00:08:46.309 job on sort of positioning as to our customers. But we also have to 128 00:08:46.389 --> 00:08:52.190 position ourselves internally with the sales team and they have to understand how to sell 129 00:08:52.190 --> 00:08:58.379 US subscription based model and how to sell the value selling. The other thing 130 00:08:58.419 --> 00:09:01.220 we have to do is we're closely with finance to make sure that we have 131 00:09:01.340 --> 00:09:05.500 the right compensation package to drive the right behavior, because if you don't have 132 00:09:05.620 --> 00:09:07.779 the right compensation pactice, you're not going to motivate your people to do the 133 00:09:07.860 --> 00:09:11.009 right thing. When it comes to a substructure Mas Model. You also that 134 00:09:11.210 --> 00:09:15.570 is also not just your a's but also your ams that we're dealing with, 135 00:09:15.929 --> 00:09:20.009 renewal expansion. We all have to be aligned. We all have to understand 136 00:09:20.009 --> 00:09:24.559 how to value selling and we have to know how to position ourselves. All 137 00:09:24.559 --> 00:09:28.919 Right, today's gross story revolves around search engine marketing and we'll be shining the 138 00:09:28.960 --> 00:09:35.000 spotlight on ages software, a company that makes software for manufacturing operations. Ages 139 00:09:35.159 --> 00:09:39.429 was one of the first companies in their space to invest in search marketing, 140 00:09:39.870 --> 00:09:45.470 but this competition grew their performance plateaued. To counter this, they hired directive 141 00:09:45.549 --> 00:09:50.590 consulting, the B Tob Search Marketing Agency with unparalleled experience in in bent legend 142 00:09:50.629 --> 00:09:56.580 for bdb companies, directive was able to increase ages as monthly online leads by 143 00:09:56.740 --> 00:10:01.019 four hundred and fifty seven percent, while at the same time lowering their costpro 144 00:10:01.059 --> 00:10:05.460 lead by a hundred and forty seven percent. I have a hunch that directive 145 00:10:05.500 --> 00:10:11.009 can get these kind of results free to so head over to directive consultingcom and 146 00:10:11.169 --> 00:10:16.649 request a totally free custom proposal. That's directive consultingcom. All right, let's 147 00:10:16.649 --> 00:10:20.799 get back to this interview. You guys bring up a great point. You 148 00:10:20.879 --> 00:10:24.679 know. John talked about pricing and I'm seeing you know, folks like Patrick 149 00:10:24.799 --> 00:10:31.360 Campbell at profit well, just create so much great content around the importance of 150 00:10:31.879 --> 00:10:35.870 your pricing strategy and tweaking that and honing that. I love their pricing page 151 00:10:35.990 --> 00:10:41.629 breakdown series that they've done, a video series on Linkedin and in other formats. 152 00:10:41.669 --> 00:10:43.590 You bring up a really great point to Matt On. You know, 153 00:10:43.710 --> 00:10:50.100 there's the the financial aspects externally but internally as well. Can we camp out 154 00:10:50.139 --> 00:10:54.299 on that a little bit, on you know, the compensate model for customer 155 00:10:54.419 --> 00:10:58.700 success or account managers or whoever it is internally that is tasked with more with 156 00:10:58.820 --> 00:11:03.649 that retention up Cell Cross cell, because I think that can just be kind 157 00:11:03.690 --> 00:11:07.610 of Um. Yeah, well, we addressed that a couple years ago, 158 00:11:07.889 --> 00:11:11.570 but maybe you've gone through, you know, product market fit changes, you've 159 00:11:11.610 --> 00:11:15.610 gone through pricing changes and you need to adjust that. So I think speaking 160 00:11:15.690 --> 00:11:18.409 to that and some of the things you guys have done there could be really 161 00:11:18.450 --> 00:11:20.759 helpful for other teams. Yeah, we actually just spend a lot of time 162 00:11:20.919 --> 00:11:28.639 doing that internally because we were thinking of account management. To start on. 163 00:11:28.879 --> 00:11:35.029 Expansion is the most important thing, but actually we realize we made a mistake. 164 00:11:35.190 --> 00:11:39.870 Why don't we expansions going to happen if you do all the other things 165 00:11:39.990 --> 00:11:43.590 right. You need to focus on the renewal and so you have to compensate 166 00:11:43.629 --> 00:11:48.299 your customer success Ram team on the renewal and if they do that really well, 167 00:11:48.740 --> 00:11:52.820 expansion is going to come. More products can be sold. If they 168 00:11:52.899 --> 00:11:56.580 give the customer just crew love, they're going to be able to get a 169 00:11:56.620 --> 00:11:58.940 lot of lot of things. And so we create a compensation plan to drive 170 00:11:58.980 --> 00:12:03.289 the renewal. Be Smart to not think about the expansion part but more in 171 00:12:03.370 --> 00:12:09.169 the renewal part. And then actually there's the bringing maybe get a little to 172 00:12:09.210 --> 00:12:11.889 of the weeds, but they actually bring in other people to help them in 173 00:12:11.970 --> 00:12:16.080 the sales. So I don't let I don't want my am's to start thinking 174 00:12:16.120 --> 00:12:20.120 about dollars and sense. I want them to be thinking about renewals, which 175 00:12:20.240 --> 00:12:26.679 makes the subscription even as important, but they're actually just thinking about the renewal. 176 00:12:26.080 --> 00:12:28.879 I don't know if that made sense, but we really just we spent 177 00:12:28.960 --> 00:12:31.590 a lot of time doing this. We really just we literally just put us 178 00:12:31.590 --> 00:12:35.230 out a quarter ago, you know, and I think just to add that, 179 00:12:35.629 --> 00:12:39.269 there's an art in a science around compensation for Customer Success and Account Management 180 00:12:39.309 --> 00:12:45.340 Teams and I love that part of the science that not described in to add 181 00:12:45.379 --> 00:12:50.019 to a flavor of the art. Many organizations, including ours, will compensate 182 00:12:50.299 --> 00:12:56.580 these teams based on customer satisfaction, that promoter scored a favorability. There's things 183 00:12:56.659 --> 00:13:01.009 that you can do with product lamb growth systems, textu track and measure that 184 00:13:01.529 --> 00:13:05.889 inside the systems that the customer is actually using and subscribing for you, and 185 00:13:05.970 --> 00:13:07.929 so we put a lot of emphasis on. Hey, your job is to 186 00:13:09.009 --> 00:13:15.519 put on the white gloves and really deliver an exceptional experience in every possible turn. 187 00:13:16.039 --> 00:13:18.559 And if you do that level of sort of touch, then the renewal, 188 00:13:18.720 --> 00:13:22.679 then the upsells in the cross can also take place. Yes, so 189 00:13:22.879 --> 00:13:26.919 you guys are advocating more for the compensation, more heavily weighted on the net 190 00:13:26.000 --> 00:13:31.149 promoter score, the customer feedback, those pieces, as opposed to the renewal 191 00:13:31.190 --> 00:13:35.110 itself. Yeah, my proposal is you got to start with the lighting the 192 00:13:35.190 --> 00:13:41.899 customer before you have in a conversation about retention, such job zero. Then 193 00:13:41.179 --> 00:13:45.139 you know you'll, as Matt was saying, you know, retention, focus 194 00:13:45.299 --> 00:13:48.740 goals and renewal or absolutely critical. That then leads to up self. I'll 195 00:13:48.779 --> 00:13:54.620 try re do that. Yeah, it's we think that if you will, 196 00:13:54.659 --> 00:13:58.370 you focus, and I think a lot of companies focus on if you do 197 00:13:58.529 --> 00:14:03.210 the renewal, right, you're going to have to then do customer satisfaction, 198 00:14:03.289 --> 00:14:07.529 the MPs, all those things have to happen first for you to be able 199 00:14:07.570 --> 00:14:11.039 to say, do you want to become my customer again? And if you 200 00:14:11.120 --> 00:14:16.480 start talking about it early and really showing them the white glove willow that we 201 00:14:16.679 --> 00:14:20.519 with, that we really promote, you're going to then get all those other 202 00:14:20.799 --> 00:14:24.470 things. The outcome of that is wonderful. Expansion, additional products, but 203 00:14:24.629 --> 00:14:30.990 buy more subscriptions, expanding in the customer base. But if you you have 204 00:14:31.149 --> 00:14:35.389 to think about I always want to have this customer. I always have to 205 00:14:35.429 --> 00:14:37.110 think about the rehoals. Job pointed out, at any time they can leave 206 00:14:37.110 --> 00:14:41.740 you and if you ever think they can't, you better watch out. Yeah, 207 00:14:41.860 --> 00:14:46.100 absolutely, I mean I love what you guys are advocating for here in 208 00:14:46.539 --> 00:14:52.500 thinking about driving up customer satisfaction as opposed to how can we just drive renewals 209 00:14:52.539 --> 00:14:56.009 right? I mean it's kind of it's one of those things that applies to 210 00:14:56.129 --> 00:14:58.970 every phase in life. Like, you know, how can I have a 211 00:14:58.049 --> 00:15:01.889 better marriage, you know, as opposed to thinking about what I need, 212 00:15:01.009 --> 00:15:05.210 do you think about what the other person needs and then that leads to your 213 00:15:05.289 --> 00:15:07.679 happiness? Right, we we look for the lag measure too often and we 214 00:15:07.720 --> 00:15:11.759 don't back up and look at the lead measure, the lead indicator that's going 215 00:15:11.879 --> 00:15:16.039 to determine success. Right. So tell us a little bit, guys, 216 00:15:16.039 --> 00:15:22.190 as we move on from am and CS compensation. I love that part of 217 00:15:22.230 --> 00:15:26.230 the conversation. I think we've got a unique opportunity here to kind of get 218 00:15:26.269 --> 00:15:31.190 into the weeds of how the two of you, as counterparts and sales and 219 00:15:31.230 --> 00:15:37.220 marketing leaders under one roof, get on the same page. You drive alignment 220 00:15:37.299 --> 00:15:39.940 where? What are some of the things that you guys look for in your 221 00:15:41.019 --> 00:15:45.059 regular rhythm of communication where, Hey, maybe we're not on the same page 222 00:15:45.059 --> 00:15:48.740 here or we need the level set here. What are some of those forcing 223 00:15:48.860 --> 00:15:52.210 functions? I mean down to the nitty gritty of you know, how you 224 00:15:52.289 --> 00:15:56.929 guys handle your ongoing communication, because I think you know sales and marketing leaders, 225 00:15:56.970 --> 00:16:00.929 especially on fast growth teams where things are changing quickly, they have this 226 00:16:00.090 --> 00:16:03.840 idea of yeah, sales and Marketing Lineman is important, but how do I 227 00:16:03.960 --> 00:16:07.840 do it day today? So I'd love to hear from you guys tactically on 228 00:16:07.960 --> 00:16:10.919 that point. John, let's start with you on this one man. Yeah, 229 00:16:11.000 --> 00:16:15.840 sure. I think job one is to aligne across sales marketing customer success 230 00:16:15.480 --> 00:16:19.710 on a shared vision of the customer journey from the time that they're the top 231 00:16:19.789 --> 00:16:22.710 of the funnel to the time they transact, and on board of the time 232 00:16:22.830 --> 00:16:27.350 they renew. We all have to have the same nomenclature, the same vision, 233 00:16:27.909 --> 00:16:33.059 the same just taxonomy of the different steps that the customer takes along that 234 00:16:33.299 --> 00:16:37.860 such job one. I think the second thing is to Aligne on what are 235 00:16:37.899 --> 00:16:42.259 the very specific metrics of success that will track and measure together across all of 236 00:16:42.379 --> 00:16:47.169 those teams, across every single one of those buyer stages. And just in 237 00:16:47.289 --> 00:16:51.370 a Gootale, you know, today most of that lives in five different dash 238 00:16:51.409 --> 00:16:55.809 boards looked at by three different teams and it never comes together. And so 239 00:16:56.490 --> 00:17:00.129 matt might often advocate he have your customer stated the Union meeting where once a 240 00:17:00.169 --> 00:17:03.519 quarter, once a month, all of those stakeholders come together and look at 241 00:17:03.559 --> 00:17:08.640 that shared dashboard. Number three, you have to have a really strong sort 242 00:17:08.680 --> 00:17:15.359 of backbone or foundation of data operations and systems, and so sometimes you hear 243 00:17:15.400 --> 00:17:18.549 this is like a customer data platform, but the three hundred and sixty review 244 00:17:18.589 --> 00:17:22.509 the customer, the systems that sit on top of that allow you to automate 245 00:17:22.589 --> 00:17:25.869 experiences and then, I think you know, just a little magic that we 246 00:17:25.990 --> 00:17:29.589 try to inject along the way, moments of the light, you know, 247 00:17:29.630 --> 00:17:33.579 at every single step of the buyer journey. How are those three teams coming 248 00:17:33.660 --> 00:17:37.900 together in designing these of the moments where they cast breaking stepacks? She's like, 249 00:17:37.299 --> 00:17:41.900 wow, these guys are awesome to work with. So that's one point. 250 00:17:41.019 --> 00:17:45.170 You. Yeah, and to add that, John and I, you 251 00:17:45.490 --> 00:17:48.250 are completely aligned on all of our goals, and it's not just us saying 252 00:17:48.289 --> 00:17:52.569 at the game amount quarter, here our goals, I'll see you in three 253 00:17:52.650 --> 00:17:56.890 months, good luck. We are sitting there talking. Probably John and I 254 00:17:56.930 --> 00:18:02.640 could probably talk daily. We are in we have different meetings during the week 255 00:18:02.680 --> 00:18:06.559 where we look at our goals make sure we're tracking towards it. There's never 256 00:18:06.599 --> 00:18:08.279 a time where we look at each other and say, I didn't know you 257 00:18:08.319 --> 00:18:12.710 were working on that. I'm sorry, I didn't know that my prior jobs. 258 00:18:12.990 --> 00:18:18.269 That happened because I think if this day and age were completely not aligned 259 00:18:18.309 --> 00:18:22.029 because there's so many unbelievable tools out there, there are. It's too important. 260 00:18:22.069 --> 00:18:26.220 There's heavy competition. We have to be aligned. To add that, 261 00:18:26.740 --> 00:18:30.140 we also have to be aligned to our customer goals. So our call goals 262 00:18:30.259 --> 00:18:34.660 have to align with that. So we have to be very, very aware 263 00:18:34.660 --> 00:18:40.740 of what those goals are and knowing that thill's goals are changing all the time. 264 00:18:41.420 --> 00:18:45.529 So John knows about typically, I think empire of lives, the CMO 265 00:18:45.730 --> 00:18:51.130 probably wouldn't know much about. But qbrs we're having with customers and what's happening 266 00:18:51.170 --> 00:18:53.690 in them and how are those goals was happening with us, because those goals 267 00:18:53.690 --> 00:18:57.680 are driving the revenue leaders goals that should be driving also our marketing goals. 268 00:18:57.759 --> 00:19:02.400 So John knows what's happening in our QBRS that we're having our customers and are 269 00:19:02.440 --> 00:19:04.920 internally in our KBRS. Were talking about our customers, which is bringing this 270 00:19:06.000 --> 00:19:11.509 alignment together and I love what you said their Matt in, just the consistent 271 00:19:11.710 --> 00:19:15.269 communication cadence that you have. I got I got three CS there, man. 272 00:19:15.349 --> 00:19:21.990 It's like I'm a baptist preacher with the alliteration distinct communication cadence. I 273 00:19:22.150 --> 00:19:25.539 I just coined it here, folks. But just the fact that you said 274 00:19:26.019 --> 00:19:29.779 that there's rarely the case, if ever, where one of you says to 275 00:19:29.859 --> 00:19:32.700 the other, I didn't know you were working on that or you know that. 276 00:19:32.980 --> 00:19:37.700 That really surprised me. And you know it's that quantity of time leads 277 00:19:37.740 --> 00:19:40.769 to the quality. Again, to draw a relationship analogy. You know, 278 00:19:41.089 --> 00:19:45.690 if you're not spending time with your counterpart heading up sales or marketing, then 279 00:19:45.849 --> 00:19:51.730 that relationship is is not going to be quality, just like any other relationship 280 00:19:51.769 --> 00:19:55.200 in your life. And so I think that takeaway of just setting up that 281 00:19:55.400 --> 00:19:59.279 regular cadence, whether it's a daily check in, call every other day, 282 00:19:59.359 --> 00:20:03.480 whatever you can do in your environment to set up that consistent cadence with your 283 00:20:03.599 --> 00:20:07.349 counterpart on the other side of the fence, if you will. Well, 284 00:20:07.430 --> 00:20:10.549 as we wrap it up here today, guys, any final parting words that 285 00:20:10.589 --> 00:20:14.390 you want to give to sales and marketing leaders on things that they should be 286 00:20:14.549 --> 00:20:18.710 doing other than that consistent communication as we wrap up the conversation on alignment today, 287 00:20:18.750 --> 00:20:22.660 guys, serve part maybe with three quick thoughts and me will jump on. 288 00:20:23.299 --> 00:20:27.500 I think it's super important for companies look at hard at is there a 289 00:20:27.579 --> 00:20:32.259 system or platform, a technology that can help me bring these teams together to 290 00:20:33.420 --> 00:20:37.089 make this experience happen? It's one thing for people to talk together and if 291 00:20:37.130 --> 00:20:41.730 he had another to have a system that can operationalize it to we think sales 292 00:20:41.730 --> 00:20:45.970 enablement is a really core component. We didn't spend a lot of time on 293 00:20:45.130 --> 00:20:49.640 that, but sales name them is a critical role, the glue in communication 294 00:20:49.920 --> 00:20:56.240 process and capability across sales, enabling to make sure we're delivering a great experience. 295 00:20:56.680 --> 00:21:00.960 And three, just empowering those sales nailed professionals with like some great community 296 00:21:00.079 --> 00:21:04.349 resources. Sales enablement dot pro is one of them. Will give you a 297 00:21:04.470 --> 00:21:08.509 pointer to that one and there's tons of other stuff out there that. Yeah, 298 00:21:08.549 --> 00:21:17.430 and the ongoing communication. Would also trust your gut because in this in 299 00:21:17.589 --> 00:21:21.940 this in these growth companies, you're going to be seeing probably a lot of 300 00:21:22.019 --> 00:21:26.220 a natural things for your competitor. You're going to prob data that's going to 301 00:21:26.299 --> 00:21:30.700 be telling you probably some interesting information of do we raise prices, do we 302 00:21:30.779 --> 00:21:34.210 lower prices? Don't make need jerk reactions. Take the time, trust each 303 00:21:34.250 --> 00:21:38.690 other, work together, collaborate, talk to your customers and really, before 304 00:21:38.690 --> 00:21:42.569 you make some big decisions, specifically on pricing and the top of we're talking 305 00:21:42.569 --> 00:21:45.329 about here, really make sure you're making the right things for your business, 306 00:21:45.369 --> 00:21:49.200 because I've seen too many times people make knee jerk reactions and come back to 307 00:21:49.240 --> 00:21:52.680 the bottom. Yeah, absolutely, as a part of a fast growth team 308 00:21:52.839 --> 00:21:57.160 myself, I can echo that centament. That's that's great. Parting words, 309 00:21:57.240 --> 00:22:00.509 man, I really appreciated it. Well, guys, if anybody listening to 310 00:22:00.670 --> 00:22:04.230 this would like to reach out learn more about what you guys are doing over 311 00:22:04.269 --> 00:22:08.549 at high spot or just stay connected or ask any follow up questions of either 312 00:22:08.589 --> 00:22:11.829 one of you, what's the best way for them to reach out or stay 313 00:22:11.869 --> 00:22:15.660 connected with you, guys. John will stay with the cadence of starting with 314 00:22:15.779 --> 00:22:19.259 you and then to you. Matt. Yeah, we're both Linkedin, guys. 315 00:22:19.940 --> 00:22:25.420 So you can reach me at Linkedincom and I'm John Do and Perrera. 316 00:22:26.099 --> 00:22:29.779 You've got my name listed there. You can also just reach out to sales 317 00:22:29.819 --> 00:22:33.490 at I spotcom. We never mind those emails. That's right, good one. 318 00:22:33.690 --> 00:22:37.369 Yeah, like Dan and sales and high spotcom. You know, have 319 00:22:37.529 --> 00:22:42.250 somebody call you right back. Marketing and sales alignment in the flesh right here 320 00:22:42.450 --> 00:22:45.359 to close out the episode. That was fantastic, guys. Well, this 321 00:22:45.480 --> 00:22:49.440 was a great conversation. Always fun chatting with the the great team over at 322 00:22:49.440 --> 00:22:52.839 high spot. You guys will have to tell Jake I said. Hey, 323 00:22:52.279 --> 00:22:56.319 thank you so much for joining me on the show today. Guys, thanks, 324 00:22:56.200 --> 00:23:02.990 thanks for having us. We totally get it. We publish a ton 325 00:23:03.069 --> 00:23:06.309 of content on this podcast, and it can be a lot to keep up 326 00:23:06.349 --> 00:23:10.750 with. That's why we've started the BOB growth big three, a no fluff 327 00:23:10.829 --> 00:23:15.259 email that boils down our three biggest takeaways from an entire week of episodes. 328 00:23:15.700 --> 00:23:22.619 Sign up today at Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big 329 00:23:22.940 --> Three
