Transcript
WEBVTT
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Wouldn't it be nice to have several
thought leaders in your industry know and Love
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Your brand? Start a podcast,
invite your industries thought leaders to be guests
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on your show and start reaping the
benefits of having a network full of industry
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influencers? Learn more at sweet phish
MEDIACOM. You're listening to be tob growth,
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a daily podcast for B TOB leaders. We've interviewed names you've probably heard
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before, like Gary vanner truck and
Simon Senek, but you've probably never heard
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from the majority of our guests.
That's because the bulk of our interviews aren't
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with professional speakers and authors. Most
of our guests are in the trenches leading
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sales and marketing teams. They're implementing
strategy, they're experimenting with tactics, they're
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building the fastest growing betb companies in
the world. My name is James Carberry.
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I'm the founder of sweet fish media, a podcast agency for BB brands,
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and I'm also one of the cohosts
of this show. When we're not
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interviewing sales and marketing leaders, you'll
hear stories from behind the scenes of our
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own business. Will share the ups
and downs of our journey as we attend
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to take over the world. Just
getting well? Maybe let's get into the
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show. Welcome back to be tob
growth. I'm Logan lyles with sweet phish
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media. Today I'm joined by Josh
Thompson. He is the VP of marketing
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over at Palmer Donovan Manufacturing Company.
Josh, how's it going today yet?
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Pretty good, Logan, thanks for
having me. Absolutely man. You and
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I were chatting offline about how you
guys, as a marketing organization within Palm
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Ordonovan, are keeping your sales team
engaged with you and staying in lockstep with
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them, especially with a large distributed
team a lot of field reps, and
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I just thought this was a topic
we have to share with BB growth listeners.
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So I'm excited to chat with you
on this topic today. Before we
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get into it, though, I'd
love for you to give folks who aren't
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a familiar with you a little bit
of background on yourself and what you and
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the team at Palmerdonov interrupt to these
days. Yeah, so I've been with
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palm or Donovan for almost nine years. You know, most of my backgrounds
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actually been sales. So when you
talk about sales and marketing alignment, you
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know it's a great asset for me
that I came from our sales team.
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I started in sales right out of
college back in two thousand and six.
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Really Been, you know, sales
ever since. In the last few year's
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I've switched to a purely marketing role. You know personally about me. I'm
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married, got two kids, two
boys six and four years old. Great
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family back in West Virginia. I'm
from West Virginia but lived in Columbus Ohio
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today. So it's a little bit
about me. I love it, man,
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and tell us a little bit,
just for some context, what you
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guys do over at palm or Donovan
and what you guys are up to these
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days. Yes, we've been around
since one thousand nine hundred and seven.
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So actually yesterday, December ninth,
was our hundred and twelve anniversary of the
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company, so that's pretty cool.
And we are a distributor and fabricator of
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building product so we sell products like
roofing, siding, decking. We actually
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fabricate entry doors for your house.
We have products from about seventy five different
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manufacturers, some of the larger names
that you may know, companies like certaintied
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a, Zach Owen's corning their matrude
doors and we selled a pro dealer.
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So we don't sell the homeowners.
That would be like independent lumber yards,
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specially retailers, national retailers like Home
Depot and lows, and then just about
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us. Our tagline is that we
deliver more products, expertise and solutions help
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our customers succeed. I love it, man, very well said. So
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let's dive into the topic today.
You mentioned something there that you know you
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were in sales for a long time
before stepping into an exclusively marketing focused role.
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What was that transition like for you? Were there's some things you had
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in mind about sales and marketing alignment
or bringing some of your your skills or
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your knowledge of what sales looks like
into a marketing role that you thought,
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you know, helped you as you
stepped into this role at Palmer Donovan.
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Yeah, so one thing, a
little bit of context. You know,
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we're are distributor, so we're the
socalled middleman, right, so we're not
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the company that's selling it to the
in user and then we're not the manufacturer
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that's out there trying to push their
brand. So when I started in sales
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at Palmer Donovan, we literally had
no marketing team, so we had a
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lot of sales people out on the
road that were basically doing their own thing
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and creating their own materials. We
did have a graphic designer on staff that
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would be used from time to time, but, you know, a lot
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of things were done in the field. So as a sales representatives, I
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saw a lot of opportunities where,
you know, if somebody was organizing at
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that you know, instead of the
sales team spending their time to building those
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materials, you could definitely have an
inhouse group that was, you know,
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starting to help them with promotions,
with events, to put some of these
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things together. So my stepping stone
actually was from sales to sales management and
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I was in sales management for about
four years. And really what happened over
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the course of those four years as
I started to spend less time on the
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management piece and more time on the
marketing piece because, one I enjoyed it
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and to us saw a lot of
opportunities there to enhance what we were doing.
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So I started working on promotions,
I started putting time into the events
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that we put on and really what
happened is a period of time came where
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we were building a new online ordering
site which required knowledge of our products and
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how we promote those products and what
they look like to our customers, and
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I basically raised my hand and said
Hey, you know, we can't move
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forward any longer with us doing marketing
as a hobby. We've got to go
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all in and one of the big
aspects of this as our new online ordering
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site for our customers. So basically
put my hand up, going back about
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three years and started that project and
moved into a, you know, marketing
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specific role for the company. I
love that. I can definitely relate,
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Josh. I came from, you
know, copy or printer office equipment sales
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for about ten years before I joined
the sweet fish team and I was definitely
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in those sort of roles where,
you know, there might be a graphic
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designer and there might be someone you
could lean on to create some collateral,
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but there was no marketing department and
I imagine as you stepped into it.
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I loved your line about we can't
do marketing as a hobby anymore. I
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wish I could remember where. I
saw it in someone's signature block the other
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day. I saw, you know, VP of arts and crafts and then
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in parentheses it said Aka Marketing,
which I felt was just a hilarious little
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line, kind of going in line
with what you were saying. They're as
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you stepped into it. You mentioned
this to me offline the other day.
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Is that you know, you really
took this viewpoint of sales being your customer,
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and you know, I think that's
going to inform how we talk about
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you know, your involvement as a
marketing leader with sales kickoffs and other sales
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events, but just that mindset going
into it. I imagine that that was
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that's been something that's benefited you and
it came from being a salesperson looking for
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someone to help you, looking for
a marketing person who wasn't there at the
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time, but wishing that hand,
I wish there was this role to serve
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me so that I can do my
job better. Do you think that that
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mindset is something that maybe some marketers
are missing, or you know that they
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could learn from your specific experience there? I'm amazed, and you know it
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probably is for larger companies where it
gets to be more difficult, but especially
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with our manufact her partners, there's
this real divide between the sales force and
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the marketing team and it's not like
that at Palmer Donovan. You know,
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we're very engaged in everything that goes
on in the organization. You know,
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I talked to at least five sales
representatives a day from the company. You
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know, we're a sales team of
fifty. We're a marketing team of for
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today. So there's a lot more
of them than there are of than there
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are of us, and you know
we want to have that connection. We
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want to make sure that the resources
we provided them are adding value to what
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they do every day. And when
we create a resource, that's fifty people
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out there. Yet we can send
things out digitally and we obviously interact with
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customers from a marketing perspective, but
that's fifty customers that, if we serve
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appropriately, they're going to go out
and they're going to pass those resources we
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give them. They're going to educate
the customers using those resources. So I
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think we make each other better in
that way. You know, we've really
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tried from a communication standpoint to,
you know, stay front and center with
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the sales team. We put out
a Monday email to the sales team.
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It comes from marketing. We talk
about what's going on in the company.
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We talked about the promotions that are
going on. Promotions are put on by
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the marketing group, right, we
come up with the ideas. A lot
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of it's because I have a sales
background and we run the promotions. We
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run them by the sales managers,
get buy in from them and then we
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put the promotions out, you know, on the company's behalf. So we
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do a Monday email. We're a
big Microsoft teams company from a collaboration for
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spect of you know, similar to
slack if you have flak. But you
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know, we put out all the
communications to both divisions of our sales force
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on team. So we're really controlling
the message of what goes out, making
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sure reminders go out. You know, sales people are are customers to write.
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You can't tell them once and forget
about it. You've got to constantly
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go back and that's where the Monday
email, that's where the Microsoft teams communications
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you know, putting those reminders out
there. You know we'll do video updates
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sometimes and record updates and training for
the sales twoint team on different resources we've
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put out to the customers because we
want that would have their buy in and
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make sure they're aware of what we're
doing, and it all goes back to
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just making sure sales and marketing are
aligned and everything we do. Hey,
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everybody, Logan here. Quick shout
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doc. Talkablecom all right, let's get
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back to the show. I love
what you're talking about there, Josh.
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It echoes what I heard Matt while
and John Pereira talking about recently. Just
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a few episodes back here on BB
growth. We were able to have,
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you know, lucky enough to have
a sales and a marketing leader on the
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same episode here on the podcast from
high spot and they talked about that need
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for consistent, regular communication, and
I like what you're saying here, Josh's
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you know, viewing sales as your
customer doesn't just mean that, oh,
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we want to please them, it
means literally looking at them like you would
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a customer that you are trying to
market to. And what does that mean?
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That means a lot of communication.
That means putting it in various channels,
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in various formats and contextualizing it for
those various formats. So applying just
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good modern digital marketing practices in the
way that you communicate to sales. It's
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like, you know, we communicate
with customers and we know we take one
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piece of content or we want to
promote one upcoming event and we do a
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Linkedin ad, we do linkedin organic
content, we, you know, tweet
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about it, we email our list
and then when we go to communicate with
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sales, it's like, oh,
one email and then we're done. Right,
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and they're humans too. We need
to communicate them to them with the
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same best practices we have in mind
with communicating to our external customers. Can
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you help me a little bit,
Josh? It seems like this has become
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a recurring theme. We had another
marketing leader just talking about this as well,
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where they've started an internal communications podcast. In that respect. It was,
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you know, about the last time
that this topic came up in sharing
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information broadly about the company internally.
You guys have been using it as another
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one of these tools to communicate regularly
with the sales team, especially because you
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have a lot of field reps that
have a lot of windshield time and they're
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on the go a lot. Right. Yeah, so, you know,
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being a small team, trying to
keep our marketing budget and control, we
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always look for opportunities for, you
know, what's the least amount of dollar
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input for the greatest output and value
to our organization. So two things we've
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really driven home the last year and
a half for webinars and then the last
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about six months is with podcast.
So we've had a lot of success in
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both both relatively and expensive to put
on, but I really think add a
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lot of value to what you're doing. So with the PODCAST, like I
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said, we started about six months
ago. We have two internal PODCASTS.
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One is inside PD. That really
is just high level for the organization podcast.
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Giving example that, yesterday we had
two gentlemen that had long histories with
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palm er Donovan and with our founders
day being yesterday, hundred and twelve years
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and business. We had a podcast
on basically them telling old stories about our
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company and showing some of that company
history of palm or on of them.
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So we use our inside PD podcast
in different ways to give marketing updates,
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to have our CEO does a monthly
update and that's been really impactful. But
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then we really have done a great
job specific to the sales team. We
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do a podcast. It comes out
every other Monday and it's called first call
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start high level. So what's going
on nationally with housing starts and any major
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announcements from manufacturers or from major homebuilders? Work down to the region. You
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know what's going on with our competition. What's going on with dealers that we
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do business with? Any major announcements
there? And then we talk about you
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know what promotions are going on in
the company. You know any any reminders?
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Any you know our shows we put
on for customers, any programming or
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events? Put Them from the marketing
team. So we kind of use it.
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You know, sales people have a
lot of drive time, at least
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they do an our organization. So
wow, we can take fifteen minutes on
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a podcast and we can give them
something. We push and say, Hey,
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here's how you need to start your
week, here's what's going on,
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here's the important you know, items
you need to remember and you should be
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working on within our company. And
then a lot of times will interview somebody
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on that podcast, somebody internally that
maybe does really good at a certain skill
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when it comes to sales or how
do you sell one of our shows to
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our customers or an event that we
put on, and it's just great knowledge.
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We might interview a manufacture but there's
just so many different ways you can
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use podcasts in your organization, especially
when you know it all comes back to
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you're trying to allow people to self
serve and allow them to consume that content
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whenever they're a bone. I think
that's really why podcasts have become so popular
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and it we're really a great fit
for our organization. I mean to get
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into the details, we just updated
our software and our equipment for podcast.
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I think we spent eight hundred dollars
for the equipment. So if you have
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somebody internally that could lead a podcast
and organize it and put it out,
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it's a great way to push content
out to your organization and you know,
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what we're hoping is that we can
get good at podcasting internally so that,
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you know, here soon maybe we
can put out o an external podcast to
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our customers and, you know,
deliver value in a completely different way.
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Yeah, obviously I love that talking
about, you know, the the value
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of podcasting of folks know here at
sweet fish as a podcast agency, you
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know, we are very big on
the return that you get for the investment
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of a podcast that's external facing.
But it's really interesting to hear more folks
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like your team, Josh, using
the same medium, the same channel to
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communicate effectively in a cost effective way
with the rest of their team internally,
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and especially their sales team. It
seems like it's a growing trend and and
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I love what you're sharing there and
just the practicality of the way that you're
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talking about it in some of the
things that you can use that internal podcast
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for. When I go back to
something I alluded to earlier that you and
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I talked about, it ties in
with this recurring theme here, Josh,
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of viewing sales as your customer.
Talk a little bit about how you guys
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approach you know, your annual sales
kickoff and other events that are for the
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sales team, whether they're training or
you know, they're the annual sales kickoff
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that pretty much every organization has in
some former fashion. How you guys go
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into that, what you look to
do and what you look to send the
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sales team out with? A lot
of it again, is informed by,
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you know, this same approach of
what would we do with external customers?
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We want to approach it the same
way with our internal customers, who are
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the sales team, right. Yeah, so an event and our company for
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the sales team is like any other
event we put on for customers. So
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we actually just made an announcement yesterday. We have our our two sales divisions.
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One was called Palmer Donovan and one
was called seal right door, our
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door fabrication unit, and we just
rebranded seal right door to Palmer Donovan.
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So actually it's great timing. Starting
this evening we actually have a sales meeting.
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We have all fifty sales representatives coming
into Columbus, Ohio for a sales
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meeting and as a marketing team,
we organize that. We work with the
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sales leadership and sales managers on what
they want to accomplish at that sales meeting.
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We work on the event and where
we want to have it. We
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put a lot of time into the
dinners. You know, as I said,
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we're a sales let organization. We
want to bring them in and thank
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them for the work they do every
day. I can tell you as a
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sales representative it's really easy to feel
like you're on an island a lot of
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times. So to come in even
once a year and, you know,
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show the appreciation to them for what
they do every day, I think the
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time you put into where they stay
and where the meetings are held and where
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the dinners are, I really think
they appreciate that. So it gets into
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the detail, which like, just
like you would with any other customer.
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But then, you know, sales
people like swags, so we have backpacks
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with, you know, new apparel
items and business cards and pins and give
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away items that they can take back
to their territories and give to customers,
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but also things that you know,
they can take home and they can enjoy
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as well. So we put a
lot of time into the sales meetings and
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finding the locations and making sure we
get it right and it just helps to
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build the relationship to between the sales
team and with the marketing team. I
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mean again, if you're not talking
and interacting with your sales professionals in the
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field every day, I think you're
missing an opportunity. There's not a day
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that goes by that I don't create
a piece of content or a cell sheheet
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or something to serve them that I'm
not sending at the three sales reps and
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saying hey, we look this over. You give me feedback, how can
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we make it better? and that
just builds that relationship between marketing and sales
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so that we're aligned, we're all
working towards the same goal to some more
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products and speed up a sales cycle. And then again, they see value
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and what we're doing every day and
I think that that definitely is got to
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be beneficial to your organization. Absolutely. Man. It just comes back to
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good marketing, right. You know, we don't settle on a buyer persona
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and then just start pushing out content
and never revisit that and never pull our
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customers and never listen to recorded sales
calls or hold a customer event and ask
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them how are we serving you?
Is this you know headed in the right
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direction. Questions about maybe your product
road map or products you're releasing you need.
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Again that the theme that I keep
hearing from what you're saying, Josh,
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is take the things that are effective
for you from a marketing perspective and
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apply those to your communication with sales, and I think you gave three or
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four very specific channels that you can
use to increase that communication and therefore alignment
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with sales. You know, you
talked about regular email, Caden's slack or
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Microsoft teams, whatever your you know, Messaging Platform is across your organization,
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a podcast and events. If you
look at all four of those, I
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think you can create a good Omni
channel relationship with your sales department and that
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one to one touch. You know, it's something that Ethan viewed and the
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folks over at bombomb talk a lot
about in in how they talk about communicating
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with video with your prospects, is
that people want to be known, seen
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and heard, and it seems like
you are taking those principles and applying those
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to your relationship as a marketing leader
with your sales organization. So my hats
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off to you. Folks can't see
me on video on tipping my Broncos camp
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to Josh Right now because I think
he's doing a lot of things right and
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I really appreciate you sharing some of
these tactics and strategies with listeners today.
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Josh. If anybody listening to this
man, would like to stay connected with
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you ask any follow up questions on
some of the strategies that you guys have
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been employing, like your internal podcast
for communication with sales, or just want
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to stay connected with you for the
future, what's the best way for them
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to reach out? And Yeah,
I mean two ways. One, you
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can obviously connect with me on Linkedin, just Josh Thompson, but you not
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Palmer Donovan to you can obviously email
me. It's just Josh Dot Thompson,
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thho mpso in at Palmer Donovancom and
then same with the company. If you'd
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like to learn more about Palmer Donovan, you can visit Palmer Donovancom. Easy
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enough, man. Well, thank
you so much for continuing the conversation we
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had offline bringing it to listeners today, Josh. This was a great conversation.
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I appreciate you share in your knowledge
with listeners today. Man. Thanks,
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Logan. Really appreciate it and enjoyed
it. Hey, everybody, Logan
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with sweetfish here. If you're a
regular listener of BB growth, you know
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that I'm one of the cohosts of
the show, but you may not know
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that I also head up the sales
team here, is sweetfish. So for
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those of you in sales or sales
offs, I wanted to take a second
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to share something that's made us insanely
more efficient lately. Our team has been
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using lead Iq for the past few
months and what used to take us four
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hours gathering contact data now takes us
only one. We're seventy five percent more
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efficient. We're able to move faster
without bound prospecting and organizing our campaigns is
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so much easier than before. I'd
highly suggest you guys check out lead Iq
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as well. You can check them
out at lead iqcom. That's Elle a
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d iqcom.