Transcript
WEBVTT
1
00:00:05.360 --> 00:00:08.310
Hey there, this is James Carberry, founder of sweet fish media and one
2
00:00:08.310 --> 00:00:11.189
of the cohosts of this show.
For the last year and a half I've
3
00:00:11.189 --> 00:00:14.990
been working on my very first book. In the book I share the three
4
00:00:15.029 --> 00:00:18.910
part framework we've used as the foundation
for our growth. Here is sweetfish.
5
00:00:19.350 --> 00:00:22.620
Now there are lots of companies that
everased a bunch of money and have grown
6
00:00:22.660 --> 00:00:25.579
insanely fast, and we featured a
lot of them here on the show.
7
00:00:26.339 --> 00:00:30.579
We've decided to bootstrap our business,
which usually equates to pretty slow growth,
8
00:00:31.100 --> 00:00:34.700
but using the strategy outlined in the
book, we are on pace to be
9
00:00:34.859 --> 00:00:38.649
one of inks fastest growing companies in
two thousand and twenty. The book is
10
00:00:38.729 --> 00:00:42.729
called content based networking, how to
instantly connect with anyone you want to know.
11
00:00:43.250 --> 00:00:45.329
If you're a fan of audio books
like me, you can find the
12
00:00:45.369 --> 00:00:48.450
book on audible or if you like
physical books, you can also find it
13
00:00:48.570 --> 00:00:54.799
on Amazon. Just search content based
networking or James carberry CR BEA ARY in
14
00:00:55.000 --> 00:00:58.920
audible or Amazon and it should pop
right up. All right, let's get
15
00:00:58.920 --> 00:01:03.840
into the show. Hey, everybody, logan with sweet fish here. It's
16
00:01:03.880 --> 00:01:07.909
a new year and at do decade
and we're celebrating by rounding up the top
17
00:01:07.069 --> 00:01:11.829
twenty episodes as we look back on
two thousand and nineteen. Will be sharing
18
00:01:11.950 --> 00:01:15.030
them here throughout the month of January
in our Hashtag best of two thousand and
19
00:01:15.030 --> 00:01:21.379
nineteen series. Coming in at number
eleven was a really fun conversation with Scott
20
00:01:21.420 --> 00:01:25.620
Vaughan, the emo over at integrate. He is a seasoned marketing and start
21
00:01:25.620 --> 00:01:30.060
up veteran and we had a great
conversation and about his lessons learned in early
22
00:01:30.099 --> 00:01:34.409
stage startup growth. Welcome back to
the BB growth show. I'm your host
23
00:01:34.489 --> 00:01:38.569
for today's episode, Logan Lyles,
with sweetfish media. I'm joined today by
24
00:01:38.650 --> 00:01:42.450
Scott Vaughan. He is the CMO
at Integratescott, how you doing today,
25
00:01:42.489 --> 00:01:47.560
sir? Doing Fabulous. Thanks again. It is great to have you on
26
00:01:47.680 --> 00:01:51.719
the show. Scott. We are
going to be talking about some key lessons
27
00:01:51.799 --> 00:01:57.239
learned in our crucial stage of growth
from one million to ten million and rr
28
00:01:57.719 --> 00:02:00.629
and really excited to have you unpacked
some of the lessons that you've learned in
29
00:02:01.030 --> 00:02:05.590
going through that. Before we go
straight there, Scott, I would love
30
00:02:05.629 --> 00:02:07.590
for you to give a little bit
of background to listeners on yourself, and
31
00:02:07.990 --> 00:02:12.550
you know what you and the team
at integrator up to these days. Yeah,
32
00:02:12.830 --> 00:02:14.789
thanks. Well, boy, it's
great to join you. I love
33
00:02:14.909 --> 00:02:19.460
that your title of your show is
about growth. That's so much more what
34
00:02:19.620 --> 00:02:23.979
marketing is about these days. My
background is really, believe or not,
35
00:02:24.139 --> 00:02:30.250
classically trained marketing person in communications,
started as a brand in a product person.
36
00:02:30.409 --> 00:02:36.090
Over time took US stint of probably
about ten years of the career and
37
00:02:36.250 --> 00:02:39.129
moved into sales and sales management and
really got that view of the world.
38
00:02:39.930 --> 00:02:44.879
But Marketing is my passion. So
for the last twelve years or so,
39
00:02:45.479 --> 00:02:50.439
thirteen years, I've been really in
the office of marketing, executive leadership and
40
00:02:50.560 --> 00:02:57.439
being a CMO of a large global
peck entity and now at a really high
41
00:02:57.479 --> 00:03:00.110
growth STASS company. And Yeah,
you get some learnings along the way,
42
00:03:00.629 --> 00:03:06.750
especially filling both those sales and marketing
roles. Yeah, absolutely, I think
43
00:03:06.909 --> 00:03:10.990
that that offers such a unique perspective
that informs, you know, where the
44
00:03:12.150 --> 00:03:15.819
merger in the and the overlap of
those two functions are happening today. So,
45
00:03:16.300 --> 00:03:21.020
with that being said, Scott,
I would love to dive straight into
46
00:03:21.620 --> 00:03:24.740
some of your lessons learned and background
that we're going to be sharing. That
47
00:03:24.860 --> 00:03:30.569
I think will be helpful for other
marketers at various stages in their growth journey.
48
00:03:31.009 --> 00:03:37.210
So let's talk about the early days
at integrate and you know where you
49
00:03:37.250 --> 00:03:40.479
guys were at, where you started
with building the brand and what that first
50
00:03:40.520 --> 00:03:45.159
stage kind of look like and what
you learned and in the early days they're
51
00:03:45.919 --> 00:03:50.199
sure. Well, I joined integrate
a few years in to the companies founding
52
00:03:50.439 --> 00:03:58.229
and amazingly they had the right idea
and a noble mission and the right idea
53
00:03:58.270 --> 00:04:00.430
even for a solution, and I
stumbled into it saying, well, can
54
00:04:00.509 --> 00:04:04.069
it really do this? And so, in a grate span, a pioneer
55
00:04:04.150 --> 00:04:10.819
of first mover in an area of
is now called demand orchestration but that works
56
00:04:10.900 --> 00:04:15.259
with marketing automation and Crm to really
help marketers get clean, intelligent leads into
57
00:04:15.300 --> 00:04:20.579
the system. That all sounds great
now, but really was a very entrepreneurial
58
00:04:21.139 --> 00:04:26.769
like many startups, and it was
stopped me when you like something, looking
59
00:04:26.850 --> 00:04:30.250
for opportunity and looking for Product Market
v Stop me when you like something.
60
00:04:30.329 --> 00:04:33.810
I love that. That's that's the
selling right. You want to be able
61
00:04:33.889 --> 00:04:40.000
to listen to customers and develop products. Why? The core idea and core
62
00:04:40.120 --> 00:04:44.480
solution was always there. How you
bring that to market, how you package
63
00:04:44.519 --> 00:04:48.120
it, price it, deliver,
it all really matters in those in those
64
00:04:48.160 --> 00:04:55.069
early stages. Yeah, so where
did you find some of the struggles or
65
00:04:55.269 --> 00:04:59.069
things maybe that you you wish you
would have known going in as you got
66
00:04:59.269 --> 00:05:03.470
to that next phase of testing product, market FID determining what is our focus,
67
00:05:03.629 --> 00:05:06.540
what is our swim lane? I
imagine those were kind of the the
68
00:05:08.060 --> 00:05:13.819
next steps in the evolution as leading
marketing for the organization. Yeah, boy,
69
00:05:13.819 --> 00:05:16.420
there's so many learnings there love.
But the first thing I think that
70
00:05:16.699 --> 00:05:23.810
really worked is I didn't focus internally
when I started. I basically left the
71
00:05:23.930 --> 00:05:32.089
nest and went into market talking to
prospects, customers, influencers and identified people
72
00:05:32.089 --> 00:05:38.839
who had a pulse, but also
identified those that had a change management mindset,
73
00:05:38.959 --> 00:05:42.720
thought leaders, people that were looking
out into what the world was going
74
00:05:42.759 --> 00:05:47.040
to look like in spend a lot
of time listening, white boarding, doing
75
00:05:47.120 --> 00:05:49.670
those kinds of things. So that
that part, I think, worked and
76
00:05:49.750 --> 00:05:55.269
got off the ground. And Focus. I think the harder part, and
77
00:05:55.670 --> 00:06:00.949
although we tried to do it,
was being disciplined about defining the market segments,
78
00:06:01.029 --> 00:06:04.980
the verticals and the types of companies
and accounts we were going to go
79
00:06:05.139 --> 00:06:10.939
after we definitely had to change management
right, but in the end what really
80
00:06:10.980 --> 00:06:15.339
helped us is that we we pick
the focus and we really worked hard at
81
00:06:15.379 --> 00:06:21.850
definding our ideal customer profile and we
also really worked hard to work with those
82
00:06:21.889 --> 00:06:27.529
who prospects and customers that had that
foresight, you know, the early adopters
83
00:06:27.930 --> 00:06:30.930
who really wanted to make a difference
in their business and also, we're looking
84
00:06:30.930 --> 00:06:35.720
to advance their career with something interesting
and new, and we took advantage of
85
00:06:35.759 --> 00:06:41.399
all those things. I just would
I would have done that faster and really
86
00:06:41.560 --> 00:06:46.560
committed to taking that approach. Yeah, yeah, so which part do you
87
00:06:46.639 --> 00:06:51.230
wish you would have done fasters?
Is Focusing on those those early adopters who
88
00:06:53.069 --> 00:06:57.550
you're not just talking to? These
are the people who we could serve right
89
00:06:57.589 --> 00:07:00.629
now and they kind of get it. But those people who, yeah,
90
00:07:00.069 --> 00:07:05.339
we get this, but what's next? Give me more and focusing more effort,
91
00:07:05.379 --> 00:07:11.060
as opposed to fifty balance between the
going to the market as it is
92
00:07:11.139 --> 00:07:15.459
today and those people looking forward.
Do you think more time should be spent
93
00:07:15.540 --> 00:07:18.050
on those folks that that are seeing
the next five to ten years in the
94
00:07:18.089 --> 00:07:21.370
market that you're serving? Yeah,
and even in our world, the next
95
00:07:21.370 --> 00:07:26.810
two to three years. So absolutely
one focus on those people, but also
96
00:07:27.290 --> 00:07:30.399
what I meant by that aggressively.
To me it's all connected in product market
97
00:07:30.519 --> 00:07:38.720
fit and focus. But being specific, it's being convicted to a market segment
98
00:07:38.879 --> 00:07:43.439
and getting the company faster to rally
around that. Now there's some realities.
99
00:07:43.519 --> 00:07:46.870
In some cases you have still have
revenue streams that you need to support,
100
00:07:46.029 --> 00:07:49.990
that are keeping the lights on and
are funding the business. Maybe you know
101
00:07:50.189 --> 00:07:55.149
that that first phase of the company
where it may not be your president in
102
00:07:55.269 --> 00:07:58.860
future, but it is what you
need to do, and that was a
103
00:07:58.939 --> 00:08:03.139
case a little bit here at integrate. But still making that ripping off that
104
00:08:03.300 --> 00:08:07.779
bandate and making that decision every marketing
and sales leader and certainly founder, when
105
00:08:07.819 --> 00:08:11.699
you talk to them, you got
to go through the process. But there
106
00:08:11.699 --> 00:08:16.850
are ways to accelerated and kind of
making some convictions to get the faster product
107
00:08:16.889 --> 00:08:22.250
market fit in. Those early adopters, if you're successful, become your best
108
00:08:22.329 --> 00:08:26.889
advocates and they feel like they're also
part of the mission. Again, especially
109
00:08:26.970 --> 00:08:31.559
integrate is a good example bringing something, a new idea, a new approach
110
00:08:31.799 --> 00:08:35.879
to the market, in this case
marketing technology. Yeah, do you think
111
00:08:35.960 --> 00:08:41.549
there are a lot of marketers on
teams at that stage Scott that see the
112
00:08:41.669 --> 00:08:46.750
most pushback from there. Maybe their
sales counterpart or maybe that's the founder or
113
00:08:46.830 --> 00:08:48.350
founders, or maybe both of those
are maybe those are one in the same.
114
00:08:48.389 --> 00:08:52.509
At the stage that they're in that
there's pushback because as you try to
115
00:08:52.590 --> 00:08:58.899
to narrow that focus, then they
see that total addressable market shrinking very quickly
116
00:08:58.019 --> 00:09:03.539
and they have maybe more struggle with
that than the marketing leader who's looking at
117
00:09:03.700 --> 00:09:09.139
the benefits of focusing in on that
niche. Or does it really depend on
118
00:09:09.220 --> 00:09:15.169
on the organizational leader? Maybe no, it does depend on the orristation organizational
119
00:09:15.210 --> 00:09:18.850
leader, but especially in the broader
text base, founders have a couple of
120
00:09:18.970 --> 00:09:22.769
things and I love working with them. I'm not a a founder mentality but
121
00:09:22.850 --> 00:09:28.120
I've not founded a company personally,
but work with enough for them to understand,
122
00:09:28.159 --> 00:09:31.039
including our own Jeremy Bloone, who's
fantastic. But they see by their
123
00:09:31.080 --> 00:09:37.279
nature of being entrepreneurs, they see
the world as big and big opportunity and
124
00:09:37.480 --> 00:09:39.789
we need to do more. So
you're a bit going, a little bit
125
00:09:39.830 --> 00:09:45.710
counterculture to that, even though they
intellectually understand it. The vision so much
126
00:09:45.789 --> 00:09:50.909
bigger and the business opportunity is so
much brighter. It's getting that balance right.
127
00:09:50.029 --> 00:09:54.299
That's why you've got to be a
true champion of getting that focus,
128
00:09:54.700 --> 00:10:01.299
getting that ICP and working maybe with
a smaller group of prospects and customers and
129
00:10:01.340 --> 00:10:05.980
influencers in the beginning and then build
from there. The second thing is founders
130
00:10:05.100 --> 00:10:09.090
also when they're out with investors,
everybody wants to know how big the market
131
00:10:09.250 --> 00:10:13.610
is. So that and, yeah, influence and so there's some ten in
132
00:10:13.809 --> 00:10:18.570
that pull in that area and you
have to get that balance right. So
133
00:10:18.809 --> 00:10:22.639
one of the other lessons I know
you mentioned as we were chatting offline before
134
00:10:22.720 --> 00:10:26.200
this interview, Scott, is about
building a category at be curious to hear
135
00:10:26.360 --> 00:10:31.600
your thoughts. We have a series
going within this show on category creation and
136
00:10:31.679 --> 00:10:37.070
I've heard people you reach out to
me and talk about or ask really what
137
00:10:37.350 --> 00:10:43.990
is the the difference between differentiation and
really category creation? You know, as
138
00:10:43.029 --> 00:10:50.019
someone who's been a part of company
like integrating through these evolutions in the market,
139
00:10:50.500 --> 00:10:54.419
what would you say there and what
role did category creation play in this
140
00:10:54.580 --> 00:10:58.379
phase of growth for you guys at
integrate? Well, a couple things.
141
00:10:58.580 --> 00:11:01.539
Even though integrated blown through the start
up phase and we're in high growth mode.
142
00:11:03.179 --> 00:11:05.490
More still, in the process of
that category creation, you want to
143
00:11:05.529 --> 00:11:09.649
be able to create it, but
it's also there's market dynamics that you have
144
00:11:09.769 --> 00:11:15.009
to deal with. So what I
found is the category creation and, by
145
00:11:15.049 --> 00:11:20.159
the way, some of the pioneers
in the space is Christopher lockhead his team
146
00:11:20.240 --> 00:11:24.000
playing bigger as a lot about category
creation, if you have anybody wants to
147
00:11:24.120 --> 00:11:28.039
really dig into that. But what
I found in going through this process is
148
00:11:28.720 --> 00:11:33.950
it's very different to do positioning and
differentiation, which most of us marketers can
149
00:11:35.029 --> 00:11:37.990
do pretty well, or at least
understand that principle right, when you're creating
150
00:11:39.029 --> 00:11:41.990
a category. It's so much more
and that you know really have to be
151
00:11:43.429 --> 00:11:48.259
an advocate and vangelical. You have
to be able to articulate and paint the
152
00:11:48.299 --> 00:11:52.500
landscape in the future as well as
the present, and what that category is
153
00:11:52.539 --> 00:11:58.340
going to look like. You have
to really work the influencers. So yes,
154
00:11:58.419 --> 00:12:01.179
it's some of the analysts, but
in the early stages it might be
155
00:12:01.850 --> 00:12:05.250
those that have a lot of influence
on the inner circle or that have a
156
00:12:05.409 --> 00:12:11.850
big voice on stage or in a
blog or an individual advisory. It's not
157
00:12:11.970 --> 00:12:15.330
just the big analyst firms, and
so you have to you have to have
158
00:12:15.490 --> 00:12:20.360
those people behind you and believing in
the not just your mission, but that
159
00:12:20.519 --> 00:12:22.919
there's a new world out there and
there for a new category is forming.
160
00:12:24.399 --> 00:12:26.279
You also have to have, as
I spoke to earlier, not just the
161
00:12:26.360 --> 00:12:31.070
advocates for your solution, but advocates
that there is a better way to do
162
00:12:31.230 --> 00:12:35.029
that, and you see that in
a lot of markets today that can see
163
00:12:35.110 --> 00:12:39.070
and connect the dots and be able
then to amplify that. And the last
164
00:12:39.110 --> 00:12:43.509
thing I would say it's a little
bit counterintuitive, especially when you want to
165
00:12:43.549 --> 00:12:48.179
be a great revenue driven marketer and
big partner with sales. You have to
166
00:12:48.259 --> 00:12:52.139
overinvest a bit in thought leadership,
because that's what's going to really help you
167
00:12:52.379 --> 00:12:56.899
shape the category. You got to
carry more than your own weight. You've
168
00:12:56.899 --> 00:13:00.690
got to carry the weight of the
category as well, right, and that's
169
00:13:00.730 --> 00:13:05.250
important to the last thing I'll say
that I really learned is it's almost like
170
00:13:05.450 --> 00:13:09.289
an infomercial on steroids. You really
got to nail the this is the way
171
00:13:09.330 --> 00:13:13.759
it was before and this is what
happens after, and this new category is
172
00:13:13.840 --> 00:13:18.559
going to change the world. I
know that very traditional in the way many
173
00:13:18.720 --> 00:13:26.669
people position open. A sales presentation
or any meaningful communications or presentation is the
174
00:13:26.750 --> 00:13:30.669
before and after. But that piece
of it's, I think, is another
175
00:13:30.750 --> 00:13:37.149
important tactic in creating a category.
Yeah, but I think there's one key
176
00:13:37.269 --> 00:13:41.100
distinction between presenting the before and after
that you talked about. There's Gott.
177
00:13:41.100 --> 00:13:45.779
It's not the before and after of
our product. Here's your pain, here's
178
00:13:45.779 --> 00:13:48.620
our product, here's the solution.
It's a level above that. It's here's
179
00:13:48.620 --> 00:13:52.940
the bigger shift that's going on in
the mat you know right, and so
180
00:13:54.059 --> 00:13:56.049
it's the same before and after,
but it's at a bigger scale and people
181
00:13:56.490 --> 00:14:01.570
connect to that larger story. You
know, the the open view article about
182
00:14:01.649 --> 00:14:05.889
Zora's best sales deck ever that has
been, you know, highly touted and
183
00:14:05.490 --> 00:14:11.440
replicated and things like that. They
pointed to the bigger shift in the subscription
184
00:14:11.720 --> 00:14:16.879
economy as opposed to this is what
your day is like dealing with payments now,
185
00:14:18.000 --> 00:14:20.679
and this is what it's going to
be like afterwards. They went a
186
00:14:20.759 --> 00:14:24.000
level up and I think that's the
same thing as what you touched on there
187
00:14:24.080 --> 00:14:28.629
with category creation. If you're going
to lead, if you're going to produce
188
00:14:28.830 --> 00:14:33.710
thought leadership content in your category,
it's bigger than yourself or your organization,
189
00:14:35.309 --> 00:14:37.580
because a category is not a category
if you're the only one living in it.
190
00:14:37.740 --> 00:14:41.899
Right then it is just harder for
defacies. That's exactly right. And
191
00:14:43.659 --> 00:14:46.500
emphasize that. What you said about
to war, that was not a technology
192
00:14:46.539 --> 00:14:52.700
or a shift in that sense we're
talking about a whole business and economic because
193
00:14:52.740 --> 00:14:56.809
a business model move and economic shift. It was a technology shift. It
194
00:14:58.009 --> 00:15:01.570
was it at all those pieces.
So let's not fool anybody. You also
195
00:15:01.570 --> 00:15:05.690
have to be in the right space
in most cases to be able to build
196
00:15:05.690 --> 00:15:09.159
a category. It has to be
there has to be a lot of truth
197
00:15:09.200 --> 00:15:13.080
in it. You can't manufacture it
right right. I think that's a that's
198
00:15:13.080 --> 00:15:16.440
a great point as well. Awesome. So one of the other things,
199
00:15:16.960 --> 00:15:20.509
Scott, that I know you mentioned, was key for you guys in the
200
00:15:20.710 --> 00:15:26.029
next level of building your demandgine engine
and really expanding to that next level was
201
00:15:26.110 --> 00:15:31.990
leveraging the power of alliances and strategic
partnerships. Can you tell us a little
202
00:15:31.990 --> 00:15:35.980
bit about the lessons learned there that
might be applicable for other scaling teams?
203
00:15:35.659 --> 00:15:41.940
Sure, and in the beginning our
demandin engine was very account based and making
204
00:15:41.980 --> 00:15:46.860
sure again, we get at oversteer
to try to do too much. As
205
00:15:46.899 --> 00:15:50.289
you move from kind of heavy thought
leadership and positioning and a lot of one
206
00:15:50.409 --> 00:15:54.169
on one working with cells, you
now need to in order to hit your
207
00:15:54.210 --> 00:15:58.970
numbers, to move from ten to
twenty five million and beyond. Again,
208
00:16:00.049 --> 00:16:03.450
this is the stage we're talking about. You have to put in some key
209
00:16:03.570 --> 00:16:08.320
pieces and you can hire sales people
all you want, but there's already in
210
00:16:08.480 --> 00:16:12.679
our market, for example, a
wonderful set of partners who are already out
211
00:16:12.759 --> 00:16:18.029
working with your your target enterprise customers, and they already have a trusted advisor
212
00:16:18.070 --> 00:16:22.350
relationship. And so the key is
not to ask them to resell your product,
213
00:16:22.429 --> 00:16:26.590
but you want to co sell and
go to market together. So you're
214
00:16:26.669 --> 00:16:33.100
giving them those partners in new capability. The customers winning because they're already in
215
00:16:33.139 --> 00:16:37.700
there doing work with their other their
other systems, there other processes and all
216
00:16:37.740 --> 00:16:41.019
the things to go with it.
And that really was a way we began
217
00:16:41.139 --> 00:16:48.049
to scale is using partners and the
key is, and this is not cornball,
218
00:16:48.129 --> 00:16:51.490
this is true, there's a difference
between partners and having a large volume
219
00:16:52.049 --> 00:16:57.330
and having partnerships where that is more
focused on a smaller group that again believe
220
00:16:57.450 --> 00:17:03.240
in the same mission, believe in
the purpose and can see that bigger picture
221
00:17:03.279 --> 00:17:07.519
that we've been talking about in the
category. Yeah, you you need more
222
00:17:07.640 --> 00:17:14.319
people rowing in the same direction to, you know, exponentially increase your efforts.
223
00:17:14.640 --> 00:17:18.589
I can definitely indefinitely relate to that, Scott. So what's next from
224
00:17:18.589 --> 00:17:22.910
there? What is kind of that
next stage tend to look like, you
225
00:17:22.990 --> 00:17:27.630
know, for maybe a team that's
that's approaching that next level of high growth
226
00:17:27.670 --> 00:17:32.740
beyond, you know, ten million
and above and in Arr some of the
227
00:17:32.819 --> 00:17:36.779
things they are the maybe to start
to look out for if they're kind of
228
00:17:36.859 --> 00:17:38.660
at that tipping point. I think
that would be a great place to it's
229
00:17:38.700 --> 00:17:42.740
kind of come full circle with this
conversation. Yeah, well, I'll just
230
00:17:42.980 --> 00:17:47.890
the living example. During the year, as I talked about, we had
231
00:17:47.970 --> 00:17:51.849
a Max of five marketing people just
in a year or two cents. Then
232
00:17:51.890 --> 00:17:56.690
we have seventeen. And what happens
next is you really have to focus on
233
00:17:56.769 --> 00:18:02.519
the enterprise brand, build branding,
being clear articulation of your narrative in your
234
00:18:02.599 --> 00:18:07.960
story, really be able to connect
that to your demand engine without losing the
235
00:18:07.039 --> 00:18:12.190
momentum in your partnerships, etc.
So the invest in brand. While it's
236
00:18:12.230 --> 00:18:15.950
always there on a one two one, you have to put some money behind
237
00:18:15.990 --> 00:18:19.109
it and in our case we hired
a BP of marketing, very strong in
238
00:18:19.230 --> 00:18:25.630
this area. We expanded on a
more expertise. We have deeper digital expertise
239
00:18:25.750 --> 00:18:32.259
and event expertise. We Have MDR
marketing development wrap expertise, and so we
240
00:18:32.500 --> 00:18:36.500
put that in place now to really
be able to crank the engine and to
241
00:18:36.619 --> 00:18:41.339
be much more data driven in our
approach as we move to this next phase
242
00:18:41.890 --> 00:18:45.650
and be able to scale the business. And one of the keys they're logan
243
00:18:45.009 --> 00:18:51.650
is that really comes from all of
us, but our CEO really believes in
244
00:18:51.730 --> 00:18:53.690
this. Is You want to hire
talent who kind of been through this high
245
00:18:53.730 --> 00:19:00.200
growth process before. That's a learning
I think that when you talk to founders
246
00:19:00.240 --> 00:19:04.000
who've been success stole and scaling and
growing businesses and serving customers, that you
247
00:19:04.119 --> 00:19:08.039
need people who've seen it before.
That's not the discount and grit or great
248
00:19:08.039 --> 00:19:12.509
work, but you really need to
put people in place who are excited about
249
00:19:12.549 --> 00:19:17.390
the rocket ship ride and know what
to do, because there's a lot of
250
00:19:17.470 --> 00:19:22.549
meteors. Help there. Yeah,
folks that have dodged a couple meteors or
251
00:19:22.789 --> 00:19:26.779
run into one and have the scars
to to know what to do next time
252
00:19:26.819 --> 00:19:30.420
they see one coming towards them or
recognize one coming towards them. Right,
253
00:19:30.740 --> 00:19:34.299
that's exactly right. Some pattern recognition
and they can and they also know other
254
00:19:34.460 --> 00:19:38.369
talent that they can bring in.
So the speed the market becomes important.
255
00:19:38.410 --> 00:19:42.690
There's no ramp up time that they
could hit the ground running quickly and have
256
00:19:42.809 --> 00:19:47.569
an impact on the business and on
your customers. Yeah, you need more
257
00:19:47.730 --> 00:19:52.359
people with with experience and specialization,
because you've got a lot more balls in
258
00:19:52.440 --> 00:19:57.640
the air at once and at that
stage I think that that analogy definitely holds
259
00:19:57.680 --> 00:20:00.559
true, even though I kind of
mixed juggling with the rocket ship, but
260
00:20:02.039 --> 00:20:07.309
hopefully people are following there to analogies
hold true maybe anyhow. Well, Scott,
261
00:20:07.390 --> 00:20:11.069
this has been a great conversation.
I really appreciate you sharing your wisdom
262
00:20:11.109 --> 00:20:15.750
from lessons learned over the years,
and that's the luck of to you guys
263
00:20:15.829 --> 00:20:19.069
in the next stage of growth at
integrate. On that note, if there
264
00:20:19.109 --> 00:20:22.299
are any folks listening to this that
would like to pick your brain, asking
265
00:20:22.420 --> 00:20:26.299
follow up questions or just stay connected
with you learn more about integrate, what's
266
00:20:26.299 --> 00:20:30.700
the best way for them to reach
out. There's two ways. Linkedin is
267
00:20:30.740 --> 00:20:34.769
obviously a great place. Scott Lawn
via you Gha ed reach out, you
268
00:20:34.849 --> 00:20:41.450
drop me a note check that way
is where it integratecom very simple brand name
269
00:20:41.569 --> 00:20:45.170
and a website you can learn more
about what we're doing. They're always one
270
00:20:45.210 --> 00:20:49.279
of the joys I have is comparing
and sharing notes with other marketing leaders.
271
00:20:49.440 --> 00:20:55.039
And by the way, Logan,
keep carrying that growth torch. It's it's
272
00:20:55.119 --> 00:20:59.079
a really great area and a cause
that will help all of us marketers.
273
00:20:59.720 --> 00:21:02.440
I appreciate it, Scott. Well, thank you again. This has been
274
00:21:02.680 --> 00:21:06.549
fantastic. Really appreciate you coming on
the show today. Scott, hey,
275
00:21:06.630 --> 00:21:10.630
everybody, logan with sweet fish here. If you're a regular listener of BB
276
00:21:10.869 --> 00:21:12.750
growth, you know that I'm one
of the cohosts of this show, but
277
00:21:12.910 --> 00:21:15.829
you may not know that I also
head up the sales team here, is
278
00:21:15.869 --> 00:21:19.779
sweetfish. So for those of you
in sales or sales offs, I wanted
279
00:21:19.819 --> 00:21:23.700
to take a second to share something
that's made us insanely more efficient lately.
280
00:21:25.140 --> 00:21:29.059
Our team has been using lead Iq
for the past few months and what used
281
00:21:29.059 --> 00:21:33.130
to take us four hours gathering contact
data now takes us only one or seventy
282
00:21:33.210 --> 00:21:38.609
five percent more efficient. We're able
to move faster withoutbound prospecting and organizing our
283
00:21:38.690 --> 00:21:44.329
campaigns is so much easier than before. I'd highly suggest you guys check out
284
00:21:44.369 --> 00:21:48.920
lead Iq as well. You can
check them out at lead iyeqcom. That's
285
00:21:48.000 --> 00:21:52.039
Elle a d iqcom