#ABM 6: The 3 Types of Alignment Every Marketing Function Needs w/ Jaime Romero

WEBVTT 1 00:00:00.080 --> 00:00:05.440 People receive hundreds of digital messages a day, from push notifications to emails. 2 00:00:05.879 --> 00:00:10.710 So how do you engage your top prospects and stand out? By sending personalized 3 00:00:10.750 --> 00:00:15.310 gifts the old fashioned way. With Sindoso, soandso helps you use gift giving 4 00:00:15.390 --> 00:00:20.190 and direct mail throughout your customer life cycle, from lead generation to converting customers 5 00:00:20.230 --> 00:00:25.820 into brand advocates, from sourcing to sending and centralizing the direct mail and gifting 6 00:00:25.899 --> 00:00:29.940 process. San Doso helps you scale your gift giving, stand out and keeping 7 00:00:30.019 --> 00:00:38.729 your brand top of mine visits and DOSOCOM to learn more. You're listening to 8 00:00:38.890 --> 00:00:43.649 be tob growth, a daily podcast for B TOB leaders. We've interviewed names 9 00:00:43.689 --> 00:00:47.329 you've probably heard before, like Gary Vannerd truck and Simon Senek, but you've 10 00:00:47.409 --> 00:00:51.479 probably never heard from the majority of our guests. That's because the bulk of 11 00:00:51.600 --> 00:00:56.079 our interviews aren't with professional speakers and authors. Most of our guests are in 12 00:00:56.159 --> 00:01:00.880 the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with 13 00:01:00.000 --> 00:01:04.709 Pactics, they're building the fastest growing BB companies in the world. My name 14 00:01:04.709 --> 00:01:08.310 is James Carberry. I'm the founder of sweet fish media, a podcast agency 15 00:01:08.349 --> 00:01:11.390 for BB brands, and I'm also one of the CO hosts of this show. 16 00:01:12.069 --> 00:01:15.750 When we're not interviewing sales and marketing leaders, you'll hear stories from behind 17 00:01:15.790 --> 00:01:19.060 the scenes of our own business. Will share the ups and downs of our 18 00:01:19.099 --> 00:01:25.140 journey as we attempt to take over the world. Just getting well, maybe 19 00:01:25.739 --> 00:01:34.290 let's get into the show. Welcome back to be tob growth. I'm your 20 00:01:34.329 --> 00:01:38.609 host for today's episode. I'm Chris Rudy grap the CEO of Sindoso. This 21 00:01:38.810 --> 00:01:42.689 is another episode in the ABM series and today I am joined by Jamie Romero, 22 00:01:44.250 --> 00:01:48.120 the VP of global ABM at mrp. Welcome to the show, Jamie. 23 00:01:48.280 --> 00:01:52.239 Thank you awesome. Before we get into some questions and kind of some 24 00:01:52.319 --> 00:01:56.519 banter, would love to learn a little bit more about mrp. Maybe you 25 00:01:56.560 --> 00:02:00.040 could just tell listeners a bit about mrp and then we can jump in. 26 00:02:00.519 --> 00:02:06.790 Absolutely so, at MRP is what we consider the only enterprise class predictive ABM 27 00:02:06.950 --> 00:02:10.710 platform and basically what that means. First Point on enterprise class. The kinds 28 00:02:10.750 --> 00:02:15.580 of customers we work with, our companies that have multiple lines of businesses, 29 00:02:15.620 --> 00:02:21.020 multiple products operated multiple geographies, you know, global customers, where we have 30 00:02:21.099 --> 00:02:24.939 a global footprint to help them and also provide them with a really hands on 31 00:02:25.620 --> 00:02:30.050 layer of service. As far as a predictive ABM platform goes, there's three 32 00:02:30.129 --> 00:02:36.330 stages to that. Number one is account insight. We aggregate data from multiple 33 00:02:36.370 --> 00:02:39.610 data sources, including First Party data, MRP Zonn second party data, as 34 00:02:39.650 --> 00:02:44.050 well as third party data sources, pend them all at the account level. 35 00:02:44.520 --> 00:02:47.719 The predictive engine then aggregates all that, uses machine learning and I I to 36 00:02:47.800 --> 00:02:53.919 score and uncover different propensities at different accounts in terms of the kind of behavior 37 00:02:54.000 --> 00:02:59.270 there they're demonstrating and the kinds of messaging that might work for them. And 38 00:02:59.349 --> 00:03:04.349 then the third layers contact activation, which is all about turning that insight into 39 00:03:04.389 --> 00:03:08.949 something actionable. It's running programmatic media against these accounts, doing email marketing, 40 00:03:09.349 --> 00:03:14.060 social media advertising inside sales and direct me out to some degree, which I 41 00:03:14.139 --> 00:03:16.580 know you guys are a big fan of. Yeah, yeah, very help 42 00:03:16.659 --> 00:03:20.340 for introduction, so ever. Peace but around for a while though, right 43 00:03:20.580 --> 00:03:24.419 before even kind of ABM became a popularized term. Yeah, you know, 44 00:03:24.500 --> 00:03:29.969 it's funny. Our CEO always says we've been doing ABM since they won, 45 00:03:30.210 --> 00:03:35.610 and the MRP's roots are on the inside sales business, where we have, 46 00:03:35.930 --> 00:03:38.449 you know, right now we have a global workforce of a few hundred people 47 00:03:38.530 --> 00:03:45.039 generating band qualified appointments for our clients. And to when you're dealing with that 48 00:03:45.199 --> 00:03:49.599 high level of qualification, you have to operate an account level. You can't 49 00:03:49.680 --> 00:03:53.840 send, you know, really highly qualified leads to a client that are, 50 00:03:53.000 --> 00:03:55.509 you know, two people at the same company. They just it's just not 51 00:03:55.710 --> 00:04:00.710 it doesn't make business sense. So we've always operated at the account level and 52 00:04:00.750 --> 00:04:03.949 then over the years we've launched new products, acquired a few companies and introduced 53 00:04:04.030 --> 00:04:09.389 the software component of the business, and that's where prolitics comes in, and 54 00:04:09.750 --> 00:04:14.979 politics is almost the heartbeat of our business now. It aggregates the data, 55 00:04:15.180 --> 00:04:18.420 prioritizes account that accounts that inform the rest of our business and informs who were 56 00:04:18.459 --> 00:04:24.100 running advertising against it, informs who are calling for inside sales and basically informs 57 00:04:24.180 --> 00:04:29.449 all the marketing touch points for accounts, whether we execute those touch points or 58 00:04:29.449 --> 00:04:33.850 our customers execute that those touch points through their marketing automation or through companies like 59 00:04:33.970 --> 00:04:39.279 yours. Awesome. Yeah, I think we've both that kind of unique backgrounds 60 00:04:39.319 --> 00:04:43.959 because, you know, I started Sindoso and even started out of a necessity 61 00:04:44.000 --> 00:04:48.240 from being a salesperson working accounts before really, you know, thinking that abm 62 00:04:48.439 --> 00:04:51.759 was kind of a key, you know, marketing term to talk about. 63 00:04:51.870 --> 00:04:56.829 So it's kind of I think you know ABM before ABM was around. There's 64 00:04:56.829 --> 00:05:00.750 a handful of companies that I think we're doing it really well before, you 65 00:05:00.829 --> 00:05:05.189 know, that term even came about. Yeah, because I think ABM is 66 00:05:05.269 --> 00:05:10.620 evolving as time goes on. And Lorie with over a force or even said 67 00:05:10.660 --> 00:05:14.100 is she's just like ABM. It's just really good marketing, that's all. 68 00:05:14.300 --> 00:05:17.660 Yeah, you know exactly well. One thing I know that ABM tries to 69 00:05:17.699 --> 00:05:21.009 do is break together sales and marketing, especially around the alignment of you know, 70 00:05:21.050 --> 00:05:25.089 account which accounts go after, etc. Maybe you could give me a 71 00:05:25.129 --> 00:05:28.930 little background there and kind of your perspective on that. Yeah, so, 72 00:05:29.569 --> 00:05:33.250 you know, we look at alignment from an ABM perspective and essentially three different 73 00:05:33.370 --> 00:05:40.040 buckets it sales and marketing alignment, which you know, boils down to are 74 00:05:40.360 --> 00:05:44.000 sales and marketing aligning on accounts? Are they aligning on goals? Are they 75 00:05:44.040 --> 00:05:48.319 aligning on activities? Because it's really important that you're connecting sales and marketing and 76 00:05:48.600 --> 00:05:53.509 who you're marketing to and you're working towards the same end. I'll be a 77 00:05:53.750 --> 00:05:57.230 you know, the accout count you're trying to to market you or the same 78 00:05:57.389 --> 00:06:00.509 goal. It's not productive when a sales organization has, you know, a 79 00:06:00.550 --> 00:06:04.420 hundred million dollar revenue goal and marketings working on a million dollar revenue goal. 80 00:06:04.740 --> 00:06:09.939 You know there's any balance there. So I think there's there's a few fundamental 81 00:06:10.939 --> 00:06:15.819 elements of alignment that have to happen on the sales and marketing side and even 82 00:06:15.980 --> 00:06:19.209 force to release the stats. Something like eight percent of companies are are demonstrate 83 00:06:19.250 --> 00:06:24.649 strong alignment between sales and marketing. I mean the opposite of that is ninety 84 00:06:24.730 --> 00:06:29.569 two percent of companies are do not have strong sales and marketing alignment, and 85 00:06:29.730 --> 00:06:32.240 that's hot. Yeah, I mean it's crazy and it costs of the IDC 86 00:06:32.360 --> 00:06:36.240 stat is, you know, ten percent of your revenue is lost because you've 87 00:06:36.240 --> 00:06:40.639 at least ten percent of your revenues lost because you don't have that strong sales 88 00:06:40.680 --> 00:06:44.519 and marketing alignment. So for us as a business it's really important. Anytime 89 00:06:44.519 --> 00:06:46.750 we work with the customer, it's like great, here your goals marketing, 90 00:06:46.829 --> 00:06:48.910 but we want to talk to the sales team. We want to talk to 91 00:06:48.949 --> 00:06:53.430 the sales leader to make sure the outcomes of what we're doing are going to 92 00:06:53.509 --> 00:06:56.949 be actioned appropriately by the sales force and, more importantly, so the sales 93 00:06:56.990 --> 00:07:00.500 force understands what we're delivering for them. They understand how to action the data. 94 00:07:00.579 --> 00:07:04.139 They understand, you know, if of a lead is a certain stage 95 00:07:04.139 --> 00:07:09.420 of the funnel, like how you're supposed to act differently with leaves of the 96 00:07:09.459 --> 00:07:12.500 top of the phone versus the bottom of the funnel. So you know, 97 00:07:12.620 --> 00:07:15.209 sales and marketing linement is definitely, first and foremost, the number one thing 98 00:07:15.329 --> 00:07:21.129 that we look at. Number two is what I do kingly say marketing and 99 00:07:21.209 --> 00:07:27.610 marketing alignment. You know, marketing has to align with themselves. Was it 100 00:07:27.730 --> 00:07:31.680 I think it was Gartner, maybe they said the average marketing or teeth marketer, 101 00:07:31.759 --> 00:07:36.160 maybe chief Mark Tech, one of those organizations that the average marketing organization 102 00:07:36.199 --> 00:07:41.959 as ninety one tools in their marketing text act. Now they include things like 103 00:07:42.040 --> 00:07:44.990 drop box and outlook and so on, but even that, you know, 104 00:07:45.149 --> 00:07:50.149 ninety one different tools. So it's really hard for marketing team to be able 105 00:07:50.269 --> 00:07:57.350 to unify this messaging across all of these landing page builders, their display advertising, 106 00:07:57.389 --> 00:08:01.939 their direct mail, they're everything they're doing is just is oftentimes stand alone 107 00:08:01.939 --> 00:08:05.100 or very loosely connected. And you know, by next year Gardner saying that 108 00:08:05.500 --> 00:08:09.540 eighty five percent of interaction with an enterprise is going to be without interacting with 109 00:08:09.660 --> 00:08:15.930 the human and to me that almost sounded crazy until you think about the existence 110 00:08:16.009 --> 00:08:18.730 that which is, you know, two thirds of the buyer journey's already done 111 00:08:18.730 --> 00:08:22.689 before they even tucked yourself person right. So it just it's just getting worse 112 00:08:22.930 --> 00:08:26.769 for for a sales or for marketing org in terms of how they're interacting with 113 00:08:26.850 --> 00:08:31.840 their customers. And and marketing just needs to be able to establish a text 114 00:08:31.919 --> 00:08:37.600 act that is integrated and that in in Jeff data from a lot of different 115 00:08:37.600 --> 00:08:39.440 data sources so they understand who to talk to and when to talk to them 116 00:08:39.639 --> 00:08:43.429 and what to say to them. I love it. And then all other 117 00:08:43.509 --> 00:08:46.309 stats, and I love marketing meeting to align with marketing. That just makes 118 00:08:46.429 --> 00:08:50.029 me sad. Yeah, and then, especially for our customers, when you're 119 00:08:50.029 --> 00:08:54.110 thinking about enterprise customers, it's you know, we've got customers that have Marquetto 120 00:08:54.230 --> 00:08:58.860 and one group and eloquent another group and with different databases. So it's definitely 121 00:08:58.860 --> 00:09:03.379 gets the little Maudie and I also recognize the challenge it is for a lot 122 00:09:03.379 --> 00:09:07.580 of these bigger companies to actually align all that and have one solution for, 123 00:09:07.220 --> 00:09:11.730 you know, marketing team of a few hundred or thousand. You know. 124 00:09:11.570 --> 00:09:16.889 The last alignment bucket for me is marketing and customer alignment. You know, 125 00:09:16.289 --> 00:09:22.009 I've been doing marketing for over fifteen years now and and I absolutely execute marketing 126 00:09:22.529 --> 00:09:28.919 and have executed marketing on a marketing campaign timeline basis. And customers don't buy 127 00:09:28.240 --> 00:09:31.399 on my timeline. They don't. They're not going to buy something for me 128 00:09:31.559 --> 00:09:35.879 because I decided to put them in a bucket to send them a direct mail 129 00:09:35.879 --> 00:09:39.350 or or an email or phone call because I've put them in a buck with 130 00:09:39.470 --> 00:09:45.789 three hundred other prospects. So marketing needs to figure out how do I execute 131 00:09:45.830 --> 00:09:50.190 marketing on my customers timeline? How do identify when they're having paid points for 132 00:09:50.350 --> 00:09:54.980 when sales has the the timing of an account to the point where then marketing 133 00:09:54.019 --> 00:09:58.899 can get involved. It's a really targeted and personalized interactions with that account. 134 00:09:58.460 --> 00:10:03.019 So it's, you know, sell the marketing alignment, marketing, marketing alignment 135 00:10:03.059 --> 00:10:07.450 and marketing, customer alignment are how I'm seeing, you know, these three 136 00:10:07.570 --> 00:10:11.769 buckets where at least m Marp can help, because then we look at ABM 137 00:10:11.929 --> 00:10:18.009 as a solution to all that. ABM Delivers Higher Roi. ABF consistently outperforms 138 00:10:18.049 --> 00:10:24.080 campaign based marketing programs and ABM fundamentally forces sales and marketing to look at the 139 00:10:24.159 --> 00:10:28.799 strategy and forces in alignment and you see, you know, their stats out 140 00:10:28.799 --> 00:10:31.840 in the market place that support this. We see it or thorough customers in 141 00:10:31.960 --> 00:10:37.990 terms of in terms of our customers seeing higher pipeline values, they see higher 142 00:10:37.990 --> 00:10:43.710 wind rates, they're seeing higher productivity from sales because the focus is the energy 143 00:10:43.789 --> 00:10:46.110 spent by marketing and sales on account is aligned. Yeah, I know that's 144 00:10:46.149 --> 00:10:50.059 so interesting. Other piece of the alignment that I'm curious on, since you 145 00:10:50.259 --> 00:10:52.860 look after global ABM, do you see, you know, good alignment in 146 00:10:52.899 --> 00:10:58.220 terms of marketing across Latham and Ama as well? You know, I've seen 147 00:10:58.299 --> 00:11:01.460 companies do it well. I think companies not do it well. We do 148 00:11:01.580 --> 00:11:05.610 it and it's a very challenging thing to do. You know, I always 149 00:11:05.649 --> 00:11:13.129 go back to our head of sales in a MIA andypj voice film you know, 150 00:11:13.649 --> 00:11:18.049 when you market to America, you know it's a huge, huge population, 151 00:11:18.090 --> 00:11:20.720 a huge target market with fifty states. Well, when you're marketing to 152 00:11:20.759 --> 00:11:24.840 a MEA, a lot of Americans look at a mea like fifty states, 153 00:11:24.879 --> 00:11:28.879 where the truth is it's like marketing to twenty different Americas. So when you're 154 00:11:28.879 --> 00:11:31.159 marketing to a ME A, lot of companies who are at least first entering 155 00:11:31.200 --> 00:11:33.470 into that market, they just like, all right, I've got my message 156 00:11:33.470 --> 00:11:37.870 for Europe or I got my message for the Middle East or for Africa, 157 00:11:37.509 --> 00:11:41.549 when the truth is it's like the messaging has to be customized by country. 158 00:11:41.590 --> 00:11:46.220 Laws are country based. So you think about GDP are, but all that 159 00:11:46.379 --> 00:11:52.100 gets implemented on a country by country basis. The EU has their guidelines, 160 00:11:52.139 --> 00:11:54.620 but you know every country has their own version of it, which is which 161 00:11:54.700 --> 00:11:58.379 makes it even that much more challenging. And then you know things like incentives 162 00:11:58.740 --> 00:12:03.330 vary by country. You know, when you email somebody, you know sometimes 163 00:12:03.370 --> 00:12:05.129 will email somebody in Germany and the reply will get is where did you get 164 00:12:05.169 --> 00:12:09.169 my data? And the reply will get some money in the UK. Is 165 00:12:09.649 --> 00:12:11.690 You know, tell me more about that. So it's just really that massaging 166 00:12:11.730 --> 00:12:16.320 and tuning your message by country. So that makes it way more challenging to 167 00:12:16.360 --> 00:12:22.120 align to the customer and to sales and to your own spack when you have 168 00:12:22.320 --> 00:12:26.200 different on there. On your own text back especially, you have to account 169 00:12:26.240 --> 00:12:31.909 for different compliance regulations and and different accounts. You might have one account as 170 00:12:31.950 --> 00:12:37.470 a customer in America but not in Europe. So it's they're definitely a complexity 171 00:12:37.509 --> 00:12:41.429 there that companies need to invest in and you know, one of the beauties 172 00:12:41.470 --> 00:12:45.659 of ABM now is the tools to help you do that in a much more 173 00:12:45.740 --> 00:12:48.899 seamless way. Totally. Yeah, I think the localistation, the personalization piece 174 00:12:48.980 --> 00:12:52.500 is huge and I think that also relates in this relevant to kind of humanizing 175 00:12:52.539 --> 00:12:58.259 kind of the ABM process. Do you have any thoughts around that in terms 176 00:12:58.259 --> 00:13:01.490 of how to, you know, make marketing on a less you know marketing 177 00:13:01.570 --> 00:13:05.970 like and more human like? Yeah, so, you know, we did 178 00:13:05.970 --> 00:13:09.649 a wife ever in humanizing ABM and you know we still when I was at 179 00:13:09.769 --> 00:13:13.879 an agency before m RP it is, you know, we always talked about 180 00:13:13.879 --> 00:13:16.440 that last mile being the human touch. So marketing, you know, at 181 00:13:16.480 --> 00:13:22.360 some point people people buy from people, they don't just buy companies in particular 182 00:13:22.399 --> 00:13:24.360 enterprise. You know, I've bought plenty of stuff on them. It's on 183 00:13:24.480 --> 00:13:28.309 that's not a you know, a person hasn't involved themselves in that transaction, 184 00:13:30.070 --> 00:13:31.149 but on the enterprise. At the in the day, people buy from people, 185 00:13:31.149 --> 00:13:33.950 and I think about it from my own buying habits. You know, 186 00:13:33.990 --> 00:13:37.230 we're looking at like drift, for example, and drift to be cool to 187 00:13:37.309 --> 00:13:39.789 just, you know, go online and and put my credit card and boom 188 00:13:39.789 --> 00:13:41.659 I have drift. But you know, at the end of the day I 189 00:13:41.899 --> 00:13:46.019 needed to talk to somebody, we needed to negotiate, we need to understand 190 00:13:46.059 --> 00:13:48.860 what the value prop is and how to implement. So the thing for me 191 00:13:50.139 --> 00:13:54.700 about humanizing a BM, especially when it comes to that alignment, is understanding 192 00:13:56.090 --> 00:14:00.049 who you're talking to. It's that human element, the cultural factors at a 193 00:14:00.129 --> 00:14:03.049 company, the decisionmakers, the influencers, how long a purchase cycle is? 194 00:14:03.490 --> 00:14:05.769 You know, and I actually have on my white board right now, is 195 00:14:05.809 --> 00:14:11.279 that I'm thinking about how to execute a much more human based marketing approach. 196 00:14:11.320 --> 00:14:13.000 Is Thinking about right, you want to sell into a VP of marketing, 197 00:14:13.600 --> 00:14:18.600 but there's a whole legal team that is an influencer in the decision and they're 198 00:14:18.600 --> 00:14:22.679 asking are you GDP are compliant, you know? And then CCPA is coming 199 00:14:22.720 --> 00:14:24.870 down the pipe really soon. You know. Are You compliant with that? 200 00:14:24.909 --> 00:14:28.750 Are you getting consent? Know, so having ammunition for sales to address some 201 00:14:28.870 --> 00:14:31.629 of those challenges. And then it is going to come in and be like 202 00:14:31.750 --> 00:14:35.710 hey, this is a great tool, but you are not touching my sales 203 00:14:35.789 --> 00:14:37.149 force. Okay, I have to be ready for that, you know. 204 00:14:39.019 --> 00:14:43.299 Yeah, I'll actually and about your wow, Yep, I have procarments, 205 00:14:43.340 --> 00:14:46.860 another one, and they're they're funny because they're like the last mile and you 206 00:14:46.899 --> 00:14:48.539 don't think about them until the very end and they can put a stop to 207 00:14:48.659 --> 00:14:54.730 everything if they wanted to, totally and or re readjust all your your commercial 208 00:14:54.210 --> 00:14:58.529 negotiation or resetball that. So it's, you know, thinking about humans at 209 00:14:58.529 --> 00:15:03.250 the other end of this. And there's actually a great book, I don't 210 00:15:03.250 --> 00:15:05.649 think new, I read it not too long ago, but the Challenger customer, 211 00:15:07.009 --> 00:15:09.679 which, after I read that, I'm like being you know, it's 212 00:15:09.720 --> 00:15:13.799 like wow, all this, all this just really connected itself to ABM. 213 00:15:13.840 --> 00:15:16.600 It's such a much clearer way because it talks about all these influencers and it 214 00:15:16.720 --> 00:15:20.919 talks about, you know, how many people in the purchase decision and your 215 00:15:20.960 --> 00:15:24.710 advocates within a particular account. So it is a great read. Highly recommend 216 00:15:24.710 --> 00:15:30.350 that for anybody practicing ABM. Yeah, I think one interesting thing, and 217 00:15:30.549 --> 00:15:33.429 we've seen it here, but it is when you think about the buying committee, 218 00:15:33.629 --> 00:15:37.220 and this is even as it relates to when you're even renewing a customer, 219 00:15:37.340 --> 00:15:39.659 expanding a customer, you really think, okay, our ICP is this 220 00:15:41.220 --> 00:15:43.860 Xyz, maybe it's an it person, but really there's the security group, 221 00:15:43.899 --> 00:15:46.860 the procurement group, where you can't forget about them. You also have to 222 00:15:46.940 --> 00:15:50.769 think about, you know, how is this person going to be a part 223 00:15:50.809 --> 00:15:52.409 of this buying committee and what do I need to do to influence them as 224 00:15:52.450 --> 00:15:56.330 well? And some of this, you know, is can be some of 225 00:15:56.409 --> 00:16:00.769 this can be product specific to right. So you've mentioned security. You know, 226 00:16:00.850 --> 00:16:04.759 we've gone through a dozen security audits in the last year just so that 227 00:16:06.840 --> 00:16:10.600 to confirm that a company can actually buy our software. So if we didn't 228 00:16:10.639 --> 00:16:12.600 think about that when we were building our product, you know, we would 229 00:16:12.600 --> 00:16:17.399 go through a three month, six month sales cycle and then at the very 230 00:16:17.440 --> 00:16:19.669 end the security teams to be like, I'm sorry, they're not compliant. 231 00:16:19.710 --> 00:16:22.629 We can't, we can't buy this tool. And I'm like, oh no, 232 00:16:22.750 --> 00:16:25.350 we don't want to, we don't want to get to that point. 233 00:16:25.389 --> 00:16:30.110 So I mean fortune for us we've passed all those audits. But you know, 234 00:16:30.149 --> 00:16:33.500 if you're not thinking about the other people who would influence a buying decision, 235 00:16:33.620 --> 00:16:36.580 you're going to end up getting stuck. You're going to have a lot 236 00:16:36.580 --> 00:16:40.419 of hard lessons you're going to end up learning as you grow your business and 237 00:16:40.539 --> 00:16:42.860 as you grow your marketing organ your product ord totally. You know, what 238 00:16:42.980 --> 00:16:45.860 think of familiar with is, you know how abm relates to more of a 239 00:16:45.899 --> 00:16:49.850 they could direct sales or direct marketing strategy and approach. I see you guys 240 00:16:49.850 --> 00:16:53.409 also play in the channel game. Are you seeing that you kind of the 241 00:16:53.690 --> 00:16:59.409 channel is also thinking about ABM and and do you have any thoughts on that? 242 00:17:00.289 --> 00:17:03.400 Yeah, so the channel is definitely a lot harder fifty because of the 243 00:17:03.559 --> 00:17:11.960 way the economics play out in terms of funding and which channel partners can participate 244 00:17:11.039 --> 00:17:15.309 in what and how you justify programs. And I've seen, you know, 245 00:17:15.430 --> 00:17:19.470 a lot of companies say I want to roll out ABM in the channel, 246 00:17:19.910 --> 00:17:25.029 but then it's like, you know, it's a typical marketing challenges you have 247 00:17:25.269 --> 00:17:26.950 overall. When you're talking to an executive team, it's like I want to 248 00:17:26.950 --> 00:17:30.019 roll out ABM. Great, how many mqls is that going to provide? 249 00:17:30.539 --> 00:17:33.019 And you're like, well, it doesn't really work that way. It's at 250 00:17:33.220 --> 00:17:36.460 the line goal. So on the channel I see a lot of the same 251 00:17:36.500 --> 00:17:38.539 thing where the company say I want to roll out ad the channel, but 252 00:17:38.619 --> 00:17:41.980 then when you get down the channel it's like, all right, how many 253 00:17:41.460 --> 00:17:47.609 much revenue did this program generate? How many and LS SQL's qualified? The 254 00:17:48.329 --> 00:17:51.650 did this program generate? And sometimes it's not as clear cut. Is that 255 00:17:52.170 --> 00:17:56.049 when you're measuring a BM, which is another area that you know that's challenging. 256 00:17:56.170 --> 00:18:00.640 We can talk about measuring Ayvm for a whole other hours. As I'm 257 00:18:00.680 --> 00:18:03.400 talking, I'm debating how much down the rabbit hole do I want to go 258 00:18:03.559 --> 00:18:10.039 right now? Yeah, so you've better MRP for like six years now, 259 00:18:10.079 --> 00:18:14.190 right or so? Yeah, so I was at an agency prior to MRP. 260 00:18:14.390 --> 00:18:18.789 MRP acquired of so in all I've been at this part of my career 261 00:18:18.869 --> 00:18:22.430 for about seven years, but MRP is January, I think, would be 262 00:18:22.430 --> 00:18:26.619 the official five year mark. So yeah, very cool. And if you 263 00:18:26.700 --> 00:18:32.299 seen like kind of a lot of internal alignment towards abium from executive level, 264 00:18:32.339 --> 00:18:36.180 as I know that one of the keys to really getting bought buy in from 265 00:18:36.259 --> 00:18:41.059 a strategy across sales, success marketing exceptions, really executive alignment. So have 266 00:18:41.180 --> 00:18:45.730 you guys seen a lot of great exact alignment towards a BM? That is 267 00:18:45.930 --> 00:18:48.130 I will say. If I would have emailed you questions to ask me, 268 00:18:48.250 --> 00:18:51.650 that might have been one of the questions I would have emailed to ask me. 269 00:18:52.529 --> 00:18:56.160 So yeah, so I have actually two jobs here at of RP. 270 00:18:56.440 --> 00:19:00.160 First some global head of marketing, so I'm response for marketing, brand and 271 00:19:00.279 --> 00:19:03.799 everything else globally. But I'm also had of customer delivery on our software business, 272 00:19:04.240 --> 00:19:07.359 and the reason I bring that up is because, you know, part 273 00:19:07.400 --> 00:19:11.150 of my job is every customer we get on politics and so of our marketing 274 00:19:11.190 --> 00:19:17.950 service is my team is responsible for executing on those programs. So every time 275 00:19:17.990 --> 00:19:21.230 we make a commitment to a customer that we're going to execut an APM program 276 00:19:22.029 --> 00:19:26.539 my team is the one that executes that program so because I run marketing, 277 00:19:26.579 --> 00:19:29.460 it's like all right, we are customer number one. So everything we do 278 00:19:29.619 --> 00:19:33.779 for our customers we do for MRP's own marketing. So we've got politics integrated 279 00:19:33.819 --> 00:19:37.769 with our crm. We're doing our own and side sales campaigns, our own 280 00:19:37.769 --> 00:19:41.690 direct mails, our own constantication, our own programmatic media, and it allows 281 00:19:41.769 --> 00:19:45.089 me to challenge my other half to say, Hey, I just got this 282 00:19:45.250 --> 00:19:48.650 report for the team, this, quote unquote, a BM report, and 283 00:19:49.049 --> 00:19:52.200 it's either really great or it's missing a few things, and I can easily 284 00:19:52.240 --> 00:19:55.720 go down to my to my other half and say hey, guys, you 285 00:19:55.759 --> 00:19:57.319 know, we're missing a few things here or this could be better that way. 286 00:19:57.799 --> 00:20:00.640 So we ca call it the customer first initiative, but it basically, 287 00:20:00.880 --> 00:20:03.920 you know, as our cel like to say, we need our own dog 288 00:20:03.039 --> 00:20:07.309 food. You know, we practice, we preach and and MRP is MRP's 289 00:20:07.390 --> 00:20:11.230 first customer and number one customer. So, to answer your question, bringing 290 00:20:11.269 --> 00:20:17.190 it back, absolutely we are aligned at at the executive level in what ABM 291 00:20:17.309 --> 00:20:21.940 can and should deliver for our customers and we work really hard at improving it 292 00:20:22.059 --> 00:20:25.940 every step of the way because if it doesn't work then as a business, 293 00:20:25.940 --> 00:20:29.819 our marketing organ is going to fail. So putting myself on the line the 294 00:20:29.940 --> 00:20:33.099 same as our customers would put themselves on the line, which you know, 295 00:20:33.220 --> 00:20:36.529 circles back to the human element part of this. It's you know, when 296 00:20:36.569 --> 00:20:40.210 you're buying software, you're putting a little pc on the line and it's some 297 00:20:40.369 --> 00:20:42.049 cases it could be a career decision. You know you're going to spend a 298 00:20:42.130 --> 00:20:47.049 million dollars on something and and if you're at the wrong company at the wrong 299 00:20:47.089 --> 00:20:49.720 time, that could be a career changing decision if it doesn't go well. 300 00:20:51.160 --> 00:20:53.920 So I want to make sure that our customers buy something from us they have 301 00:20:55.400 --> 00:21:00.400 confidence and trust in what we can deliver for them. Excellent. This was 302 00:21:00.440 --> 00:21:02.759 a great conversation, Jamie. I think we could go on for hours. 303 00:21:02.799 --> 00:21:06.069 If if anyone wants to, you know, reach out to you directly. 304 00:21:06.509 --> 00:21:08.069 Can you share your email address or anything in case someone wants to follow up 305 00:21:08.109 --> 00:21:12.869 with you, especially I think that humanizing abm white paper sounds really interesting. 306 00:21:12.950 --> 00:21:17.630 We will link to that too in the the notes for this podcast as well. 307 00:21:18.230 --> 00:21:21.859 Yeah, I'm happy to take emails from anybody. Ja Romero at MRP 308 00:21:22.180 --> 00:21:26.859 FDCOM and I'm pretty active on Linkedin. I'd love for as many people to 309 00:21:26.140 --> 00:21:30.940 engage with me on Linkedin as possible, and that's just Jamie. Jim Romero? 310 00:21:32.500 --> 00:21:34.089 Yeah, awesome. Well, thanks again, Jamie, for your time. 311 00:21:34.250 --> 00:21:37.970 It was great talk with you. Thanks, Chris. Really appreciate the 312 00:21:37.049 --> 00:21:45.490 Combo. We totally get it. We publish a ton of content on this 313 00:21:45.609 --> 00:21:48.920 podcast and it can be a lot to keep up with. That's why we've 314 00:21:48.960 --> 00:21:52.599 started the BOB growth big three, a no fluff email that bools down our 315 00:21:52.720 --> 00:21:57.400 three biggest takeaways from an entire week of episodes. Sign up today at Sweet 316 00:21:57.400 --> 00:22:03.430 Phish Mediacom Big Three. That sweet PHISH MEDIACOM Big Three