Transcript
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Welcome back to be tob growth.
I'm Logan lyles with sweet fish media.
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Today I'm joined by Russell Worth.
He is the VP of sales enablement at
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Chow Pad. Russell, how's it
going today, sir? Look, I'm
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having a great day and always excellent
to meet a fellow broncos fan here in
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the high country. Yes, absolutely, broncos country is alive and well.
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We are better together at home today, but looking forward to if and when
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we're going to start football again.
But today the topic of the conversation is
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not football, as much as you
and I could talk bronchos. For the
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next twenty minutes or so we're going
to be talking more about the changes for
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sales teams in remote selling based on
the covid nineteen pandemic right now, and
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what both sales and marketing teams can
do to work together to enable their teams
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to a better degree given the current
circumstances. Before we dive straight into that,
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Russell, give us a little bit
of background on yourself and what you
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and the show pad team are up
to these days. Yeah, sure,
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so. Thanks again. Looking for
the time and really have really excited to
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be here and my background I've been
in marketing and sales nail and for about
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ten years. Before that's spent about
fifteen years doing a lot of back in
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soccer relevant systems integration. So I've
seen the engineering side of the House.
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Thinking sales marking is easy until I
had to do it, so realizing how
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challenging it is and started about sales
nailed because realizing there's always that last all
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of messaging communication need to be solved
for with marketing and that's for sales comes
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in and I'm really excited to be
involved with sales now because it's so close
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to the action of solving customer problems. And you know, with show UPAD
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I've been a customer for about seven
years and they finally recruited me to join
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the company to do a couple things. You'll solve and address enablements that we
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have internally, but also externally,
sharing best practice and examples of good it's
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all the marketing and nailing practitioners that
are out there and working with a lot
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of sales leaders. So for show
up have you know it's a complete sales
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mail the platform and we aligned sales
marketing to drive right mow faster for sales
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delivering onboarding, training and coaching solutions
and again, really excited to be part
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of the community, the company and
this podcast. Absolutely, Russell, I
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love hearing those stories of you know, customer turned employee because, man,
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you just have such a leg up
in being empathetic to the customers that you
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that you serve, knowing that you've
been on the other side, having empathy
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for the people that you're serving internally
because you've been a customer. That just
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always, I think, is a
recipe for success. So we're going to
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kick off the conversation today talking a
little bit about how leaders can support their
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sales teams based on the current environment. Can you talk a little bit about,
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you know, some of the challenges
you see right now, as well
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as some of the tactical advice that
that you're giving to, you know,
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your internal sales team as well as
some of the sales teams you guys are
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yea, with all this talk ad
digital transformation, we've seen over the past
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two years, I'd say you know
this, this has been pretty interesting how
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fast everybody's just had to digitally transform, you know, going from working in
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an office, even casually, or
even sales people, which I'll talk about
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a bit that traditionally could only meet
with customers on site and B to be
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now the sudden everybody's stuck behind the
computer, behind the laptop, almost all
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day long, and asking those be
tob sellers to go fully digital, it
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really is challenging. It's not that
they can't use the tools, it's just
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think about a day in the life. You know, people like you and
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I loving might be used to sitting
in front of our laptops all day long
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with a writing content or doing podcast
but for sales people, they give and
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get energy when their face to face
with people. And even though technologies like
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web conferencing can make that easier,
we're still asking them to be, you
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know, in front of their laptop
most of the day instead of traveling to
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sites where they could mentally prepare for
a meeting or after the site they could
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mentally kind of wrap things up in
their mind over their notes or even go
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out to dinner and do some additional
selling and negotiating over dinner and building that
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personal or so this challenge. You
know, I'm hearing about it. You
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know we're seeing it internally with our
own company. Show up had in our
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B tob sales but all the sale
all the companies I'm talking to in salesers
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and talking to that's the biggest challenge, you know, is we've just completely
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changed be tob saling selling overnight.
Yeah, absolutely, I know that.
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I went through an adjustment period.
I actually love it because I'm one of
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those introverted sales people. I love
the the small environments. I've never been
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one too. I just love going
to conferences and work in the stinking room
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and just that's just not me.
But the the one to one or you
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know, I'm presenting to a small
group of five or six, I just
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I love that. And so when
I went from ten years of local regional
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sales of copiers and office equipment,
all hand to hand in person, one
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to one, and came over to
sweet fish and and head up sales now
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for the last two years here at
sweet fish where everything is is done remotely,
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there was an adjustment period. I
think I had a little bit less
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of that just based on, you
know, my personality and those sorts of
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things. But we've had other sales
people here on the sweet fish team in
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the past that you know it was
more of an adjustment for them. They
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were like, oh great, this
is my first time fully remote. But
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hang on a second. We don't
have kind of that, you know,
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that bullpen environment that I normally feed
off of. You mentioned kind of missing
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the handshaking in the facetoface with customers, but there's also, you know,
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challenges in not having, you know, that bullpen environment either for motivation or
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cross pollination of ideas, those sorts
of things. So what are some of
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the things? I know you had
two or three specific tactics you wanted to
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share Russell for sales leaders to help
address some of these challenges for sellers today.
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Yeah, and let's talk about the
one you brought up is, and
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I think that's a virtual bullpen.
So, whether you're a sales team that
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has had the literalle pain, you
know, where you're working in an office
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environment or a more virtual bullpen,
that's important. You know, one thing
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established here and I've encouraged other sales
theaters to establish, is just a daily
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cadence find that time for what we
call stand up call. This comes from
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agile development and quite literally, as
best to have people stand up because if
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you're sitting down, you kind of
get comfortably, can kind of get distracted,
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but if you're standing up and on
video, your focus is on you
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know, you're not going to get
distracted, you're going to be on point,
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on your game and the sessions again
have something lively to open the session
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up, you know, every time. So that way it's you know what,
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what's something a favorite books of Parti's
reading or something they enjoy watching on
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streaming or some new insight they found. You know, maybe keep it a
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little topical with with what's going on
in current environment, but not so piffling
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political, but certainly lights. So
that way you get that engagement going.
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Save the big topics for last in
these agendas so that we kind of get
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everybody's attention, so everybody's waiting on
complants or quotas. Save at for last.
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You know, try to take care
of some of the early things that
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get people's attention, but the most
important thing is just make the make sure
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those video cameras were on. There's
there's nothing, you know, unexpected that
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people are going to have, you
know, with with these virtual bullpens,
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virtual stand up. So that's one
of the things. I think that's helpful.
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So now we're asking sales rips to
spend a lot of time in front
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of their laptop and they're just not
used to operating like that. So when
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I've done is encouraged than to go
back to their mode of operating that they've
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done the past, which is getting
on their smartphone, getting on their tablets
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and consuming content that way, whether
it's listening to an internal podcast for nextal
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podcast, some training that we might
have, a reading content go out on
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the back patio'll go on the couch. You know, try to get away
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from the laptop so you can get
a better learning environments of things you need
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to know, market conditions, competitive
intelligence, value proposition or even some videos
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of best practices of how the best
sales reps position to objection hailing or discovery.
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So getting away from that laptop of
Ule, encouraging a lot of reps
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there in order to do that,
just to change it up a bit.
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Yeah, I really like that.
Sometimes. It was probably like six months
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in joining this sweet fish team where
I realized, Hey, I'm not really
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kind of taking advantage of working from
home, and what I meant by that
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is, you know, I'd go
upstairs, I'd come into my office where
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I record our podcast from and I
have my sales calls from, and I
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would be sitting from from pretty much
eight hundred twenty five. You know,
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sometimes eating lunch up in my office, which is another thing, like take
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a break you're working from home,
especially if your family's here. Take advantage
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of that added family time. But
then realizing like hey, I could take
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that call with my team, you
know, walking right now. If you're
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going to do that, take a
call or listen to a podcast, walk
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can make sure it's properly socially distance. But nonetheless, most of us still
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have an environment where we can go
out and, you know, walk the
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dog or just change scene, or
going to the pack patio. I had
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a time recently where I moved to
the back patio, was doing some emails
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and I was like Hey, I'm
going to send a few bombomb videos to
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connect with some of my customers and
I spoke to it. I was like
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hey, sorry for the onlocation feel, but I needed to move from the
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office. I think we are going
to get much more comfortable kind of seeing
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different environments, different working styles,
different work attire than we're used to seeing,
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and I think, as opposed to
letting that hinder us, we can
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lean in there and we can make
more human connections with our buyers. So
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a little bit off topic there.
You've talked a little bit about stand up
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calls, getting time away from the
office with some of the other advice that
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you're giving their rustle. You know, the other thing back to recording videos
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on the back patio, it's prioritizing
sales coaching. I've encouraged our sales managers
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to record themselves and not think of
heavy production, because this isn't going on
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youtube and it doesn't need to be
heavily polished. If inspiration strikes you,
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if you've got some insight you want
to share with your reps, take out
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your smart phone, record it right
there and share that with your reps.
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and being able to do that,
I think, is very powerful because it's
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natural, you're in the moments,
you're relaxed and you can do that.
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Just like you were sharing how you
record some of those videos from prospecting so
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that sales coaching. Again, inspiration
can strike wherever and as we're getting more
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and more digital, sales managers can
start seeing, you know, some recordings
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of sales calls so they can provide
that live feedback and were less about the
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production and more about that real time
feedback, doing it in a comfortable setting
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and less proper absolutely, especially if
you have millennial sellers on your team.
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One thing I've heard from kind of
generational experts, if you will, is
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that, you know, millennials engine
z just crave that immediate feedback. If
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you're doing an annual review or quarterly
review, then you might as well call
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it an exit interview. I've heard
even some people go so far to say,
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you know, we we use course
DOT AI for sales call recording here
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and it's just been a game changer
and I would just recommend to sales leaders,
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as you talk about. You know, if you're using a tool like
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that that's great for recording and capturing
those sales calls, what about capturing that
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feedback and giving it to them quickly? Two tools I use all the time
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or bombomb, as I mentioned,
for sending videos, and not just two
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prospects but to our internal team,
either to group communication or one one.
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And another one is loom. I
think it's used loomcom will link to both
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bombmb and loom in the in the
show notes here. No sponsor links or
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anything like that, just tools.
I use loom. You can record a
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quick screen capture, add some voice
over, some human element, because I
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imagine there are some sales managers like
maybe pulling back from some of that critical
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feedback they need to give to their
reps because they're not sure how it's going
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to be taken. When you record
video might not be perfect, might not
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be great production value, but you
can communicate like you more like you would
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one to one. So let's talk
a little bit more about sales and marketing
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teams working together right now. Russell, you know, your VP of sales
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enablement. What you guys do at
show pads all about sales enablement. You
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live and breathe that connection between sales
and marketing. What are some of the
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unique challenges and opportunities here when it
comes to marketing supporting sales and just deal
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for all alignment there? Yeah,
I think this is we can where the
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pivots really fast. To digital has
presented opportunity for marketing. You know,
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no longer can we do events in
marketing, which were typically a big driver
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for be to be, you know, especially getting in person, building a
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relationship, as you mentioned, you
know, getting to the conference floor and
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having some of that energy and excitement. So one thing I've done successfully working
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with some of the marketing teams.
Is just a rethink how we want to
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package and position content for sales.
It's less about heavy on production, it's
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more about time to market. So
let's not aim for the perfect, perfect
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video. Let's just get some good
enough things, both for our sales team
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and our customers, and I think
we're seeing a lot of success that just
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that rapid production and rapid deployment that
we can do that again. This isn't
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going on a website for all prosterity. It's one of those things we're just
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putting in the hands of the sales
team to share with some of their prospects
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because, frankly, I've encouraged marketing
people. Look, if you're not feeding
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sales these things, they will do
it themselves. I mean Logan, you
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mentioned a couple tools you use.
It wouldn't surprise you to hear the average
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direct uses sixty three different stass applications
across P to the organizations. Yeah,
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it's tremendous and they can find these
things easily. They can quite often buy
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them with their credit cards, to
you comment on an expense reports. So
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more and more marketing needs to be
aware of what sales is doing and how
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to best support that. And that's
one of the things I've seen. Is
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is is to say, look,
here's what sales is trying to accomplish and
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what they're doing today. Let's work
together to better enable them, to get
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them not the perfect pitch check,
but just a slide library picture that content
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is easily accessful. Let's not overwhelm
them with contents, you know, in
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their cloud storage or in their email. Let's structure in a way. This
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is pure were addressing and here's unique
ways to reach those prospects through video,
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through infographics, and then get to
our data sheets and power points in the
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like. Yeah, absolutely. I
mean we're just such big believers in in
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that methodology. Here at sweetfish.
We help, you know, customers with
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their podcasts and we have questions about
well, when should the ADS Bot go
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and and it's got to be this
perfectly polished, this American life sort of
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thing, and we've just seen we've
never had kind of that journalistic, this
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American life type of production here on
this show. And yet, because we
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focused on the quality of the content, getting it out quickly and consistently to
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our audience, just like you're talking
about marketing, in sale, in sales
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enablement, getting that content into the
hands of your sales people, as long
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as it's good and easily consumed and
you know it's not so rough that,
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hey, it's a video that makes
me nauseous looking at her something like that.
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That that speed, that biased towards
action, you're going to get a
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lot more done. So I think
that holds true for your general content marketing
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efforts and I think it holds true
for a sales enablemen as well. So
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just totally agree. They're Russell.
As we wind things down today, Russell,
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can you speak a little bit to
some of the changing dynamics you guys
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see moving forward for sales and marketing
teams as we come out the other side?
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You know whatever that looks like.
I know that we're all guessing what
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that's going to look like. All
we know is that it's going to be
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different, right. Yeah, it's
definitely going to be different. I think
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this is a great experiment we've had
over the past two months with digital transformation,
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digital selling, and more and more
buyers are starting to pick up on
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this. They've never had more access
as a buyer to information out there,
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but more often than not they'll go
to websites, and we hear this as
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sellers all the time. Is that
I went through website. I still Wi't
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understand what you do. I don't
quite understand it. And that's that's the
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nonstop challenge from market because they've got
to create a message and content that's fairly
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generic. It's for a very,
very broad audience. It's sales job to
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take that content and craft the message
to the buyer, to their unique situation,
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the person they're talking to, their
role, their challenges, some of
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the pain they have. And so
what I think we're going to see is
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more and more digital tool adoption and, as you mentioned, a younger sales
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force that's coming on that has grown
up with smartphones, they've grown up with
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tablets. They're kind of leading the
way and they're actually helping showcase examples of
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good that we can tell others about. You know, we actually have a
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lot of sellers that are picking this
up and saying wow, I didn't know
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you could do that, whether it's
in slack or with your tablet, or
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even very simple things about how to
set up various email to tips and tricks
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on your smartphone. So more and
more of this digital transformation. I think
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there's a great thing. It's a
forcing function and it is going to create
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that merge, I think with marketing
end sales that marketing doesn't need to have
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and try to create a sixmonth editorial
calendar, which is that traditional way that
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marketings rolled out every six month.
A orial calendar that was created in January
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is out the window. Now we're
all operating off of a different plateliod.
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I think we're we're learning agile marketing
and agile sales as a force and function
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and I don't think we're going to
give it up anytime so, which is
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a good thing. It's going to
force us to rethink. Heavy production,
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heavy on the details, but now
we can this. We have to focus
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on the specifics quick points that are
value add and provable. Yeah, absolutely.
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I mean, James are founder and
CEO. We're just talking on a
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QA call we did with some other
folks. Got Ingram recently did a sales
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success stars on linkedin round up a
bunch of great tips and one of the
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things that came out of that that
James and Kyle Kyle Coleman both mentioned is
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seeing a lot of engagement on Linkedin
with these slide deck posts where you have
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maybe six to eight slides, because
people are looking for that sort of quick
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consumption of, you know, the
the tactual information that they're looking for.
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So again, I'm full of tangents
today, but a lot of what you're
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saying is just being true with the
conversations I'm having online, offline, internally
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with our team. Will definitely if
you, if you like this episode,
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will link to a recent episode James
and I did on how you can use
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zoom to create an open office environment. We didn't necessarily talk about that in
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the context of like the sales bullpen, but might be something interesting to add
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on to what Russell was saying here. Well, Rustle, this has been
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a fantastic conversation. I could talk
sales, marketing, sales enablement and,
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of course, football with you all
day long, but for the sake of
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time we're going to wrap it here. If anybody else listening to this has
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become a fast fan of yours like
myself, what's the best way for them
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to reach out or stay connected with
you in the show pad team? Yeah,
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you can find show pad of show
padcom and I'm on Linkedin. You
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could probably find me on twitter but
I'm not for active there, but I'm
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very active on Linkedin, especially in
that community. So we're really happen to
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be on board here well, and
thank you for having me and go broncos
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Russell, thank you so much for
being on the show. Thanks, logod.
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I hate it when podcasts incessantly ask
their listeners for reviews, but I
285
00:17:48.049 --> 00:17:52.730
get why they do it, because
reviews are enormously helpful when you're trying to
286
00:17:52.730 --> 00:17:56.049
grow a podcast audience. So here's
what we decided to do. If you
287
00:17:56.170 --> 00:17:59.559
leave a review for be to be
growth and apple podcasts and email me a
288
00:17:59.640 --> 00:18:03.880
screenshot of the review to James at
Sweet Fish Mediacom, I'll send you a
289
00:18:03.039 --> 00:18:07.039
signed copy of my new book,
content based networking, how to instantly connect
290
00:18:07.039 --> 00:18:11.039
with anyone you want to know.
We get a review, you get a
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00:18:11.079 --> 00:18:11.559
free book. We both win.