Transcript
WEBVTT 1 00:00:00.040 --> 00:00:00.250 Mhm 2 00:00:04.440 --> 00:00:09.390 Welcome back to be, to be growth. I'm your host Benji block today. We're so 3 00:00:09.390 --> 00:00:15.440 excited to be joined by rex Roberston. He is not new. Right to the, to the 4 00:00:15.440 --> 00:00:20.130 sweet fish community to BBB growth. He's been here before, but there is a 5 00:00:20.130 --> 00:00:25.550 new development. He is now the VP of revenue here at sweet fish. So rex, 6 00:00:25.550 --> 00:00:29.490 welcome back to be to be growth and welcome into the sweet fish kind of 7 00:00:29.490 --> 00:00:34.190 community here. Yeah, no excited to be a part of the community part of the 8 00:00:34.190 --> 00:00:39.170 show. Again, I was co host man back before I think episode 1000 and we're 9 00:00:39.170 --> 00:00:43.400 in the two thousands now, so, pleasure to be joining you, Benji. Maybe we need 10 00:00:43.400 --> 00:00:48.880 to dust off some really, really anxious recordings for you. Right, Love it. 11 00:00:48.880 --> 00:00:52.800 Well, we're gonna jump into what I think is gonna be a fascinating 12 00:00:52.800 --> 00:00:57.010 conversation today. One that is timely and important. We're going to talk 13 00:00:57.020 --> 00:01:01.490 about eliminating distractions as a marketing team and in the current 14 00:01:01.490 --> 00:01:05.970 landscape, I mean Phil talk about a landmine of potential distractions. 15 00:01:05.970 --> 00:01:11.860 Right? So rex, how did you kind of first come to realize like, man, this 16 00:01:11.860 --> 00:01:16.110 is something we need to tackle. And uh when did this kind of become important 17 00:01:16.110 --> 00:01:21.290 to you? Yeah, I will say that distractions professionally are rampant 18 00:01:21.290 --> 00:01:26.300 in every department, but perhaps nowhere more so than in marketing. And 19 00:01:26.300 --> 00:01:30.770 so in some of my early marketing roles, being asked to do things that couldn't 20 00:01:30.770 --> 00:01:35.180 be tied back to any logic. We couldn't explain why were we doing these things 21 00:01:35.190 --> 00:01:39.810 And then additionally, just always having this kind of open one side of 22 00:01:39.810 --> 00:01:43.490 your, one side of your face this ear is always open and listening for new ideas 23 00:01:43.490 --> 00:01:48.070 from people who had various levels of qualification to be throwing ideas and 24 00:01:48.070 --> 00:01:52.390 then those being acted on as if they were like the gospel truth, Okay, 25 00:01:52.400 --> 00:01:56.490 somebody said we ought to do this, so we ought to do this and now we gotta 26 00:01:56.490 --> 00:01:59.850 drop everything we're doing and start over. And I remember the level of 27 00:01:59.850 --> 00:02:03.850 exhaustion and frustration that marketers would feel in these scenarios 28 00:02:04.240 --> 00:02:07.650 and it's like it just burns you out And that's the opposite of why we got into 29 00:02:07.650 --> 00:02:11.560 marketing. We got a market to do amazing things to share stories and 30 00:02:11.560 --> 00:02:14.710 communicate with people in a way that makes them magnetized. They want to 31 00:02:14.710 --> 00:02:17.750 come to you, they want to be excited about what you're doing and when we're 32 00:02:17.750 --> 00:02:20.770 just creating to create, when we're getting distracted by all kinds of new 33 00:02:20.770 --> 00:02:24.300 ideas, we can never really go as far with what we want to build and the 34 00:02:24.300 --> 00:02:27.950 level of quality that we want to for our audience. Yeah. For you 35 00:02:27.950 --> 00:02:31.400 specifically, when did you notice like man, you ever have a time where it's 36 00:02:31.400 --> 00:02:34.780 like I am so distracted right now because there's a million things we 37 00:02:34.790 --> 00:02:38.190 could do, right? There's always a million things we could do in marketing 38 00:02:38.200 --> 00:02:42.860 give me an experience maybe for you or you felt like, wow, I am distracted 39 00:02:42.860 --> 00:02:48.270 right now. Yeah, I'll tell you as the head of sales and marketing at my 40 00:02:48.270 --> 00:02:53.530 second startup, right? I was a co founder and in my partner, my co 41 00:02:53.530 --> 00:02:58.720 founder was always throwing new ideas into slack and because he was the ceo, 42 00:02:58.720 --> 00:03:02.800 everyone thought that he meant do exactly what I say, because I said it 43 00:03:02.810 --> 00:03:05.990 and all he wanted to do was drop ideas. He wasn't trying to burn anybody out. 44 00:03:05.990 --> 00:03:09.980 But I mean, you couldn't even imagine the number of times somebody dropped 45 00:03:09.980 --> 00:03:13.200 the project to start a project he came up with and that was exactly the 46 00:03:13.200 --> 00:03:17.800 opposite of intention. He just wanted to give us good ideas for future use. 47 00:03:17.810 --> 00:03:22.130 And so we just burned out super fast on all these new ideas and we wasted a 48 00:03:22.130 --> 00:03:26.800 bunch of cycles on them. So for me that was the real moment of okay, how do we 49 00:03:26.800 --> 00:03:29.990 push back against this problem? Not this person because he wasn't the 50 00:03:29.990 --> 00:03:33.830 problem, it was that we didn't have a good mechanism for determining what is 51 00:03:33.830 --> 00:03:39.750 the valuable work we're doing and what open space mentally and time wise do we 52 00:03:39.750 --> 00:03:42.910 have for new ideas because you kind of always have to stay open to new ideas. 53 00:03:42.910 --> 00:03:46.390 And I think that's why it's hardest in marketing is if you're not looking at 54 00:03:46.390 --> 00:03:49.400 the market, if you're not listening actively, you're gonna miss them 55 00:03:49.400 --> 00:03:52.780 opportunity, right? Not the club houses of the world, are you going to miss the 56 00:03:52.780 --> 00:03:56.180 flash in the pan, but like you're gonna miss a major channel or a major market 57 00:03:56.180 --> 00:03:59.960 opportunity, you should be grasping at quickly. So you kinda have to keep your 58 00:03:59.960 --> 00:04:03.230 ear to the ground. But that for me was the moment that I realized, okay, we're 59 00:04:03.230 --> 00:04:06.420 gonna kill ourselves over this problem because this guy is not gonna stop 60 00:04:06.420 --> 00:04:10.810 giving great ideas or you know, a mix of mediocre and great ideas, but we 61 00:04:10.810 --> 00:04:15.210 can't drop everything every time he has a thought and having that. I mean, you 62 00:04:15.210 --> 00:04:19.279 want that person on the team, You want the person that's constantly dripping 63 00:04:19.279 --> 00:04:23.440 ideas and you don't want to limit them completely to be like, okay, we got to 64 00:04:23.440 --> 00:04:27.790 just stop, We don't want this anymore. Right? So finding that balance is 65 00:04:27.790 --> 00:04:33.390 critical and so what have you found to kind of be that better way? What 66 00:04:33.390 --> 00:04:38.430 started to be like, okay, we could try this and maybe you found some some 67 00:04:38.430 --> 00:04:41.850 secret there. Yeah. So there's definitely a couple of secrets that 68 00:04:41.850 --> 00:04:45.000 I've been slowly uncovering like an archaeologist. Like there's, there's 69 00:04:45.000 --> 00:04:48.070 something deeper than what I've understood so far that I'll continue to 70 00:04:48.070 --> 00:04:52.020 develop. But one of the big things for me was determining what was the value 71 00:04:52.020 --> 00:04:56.180 of marketing and each of the companies I've worked at where is the highest 72 00:04:56.190 --> 00:05:00.790 order of value that we can provide to the company. So my last company we had, 73 00:05:00.800 --> 00:05:05.970 we had a very specific hierarchy of needs. And so we would, we would lay 74 00:05:05.970 --> 00:05:09.630 out that hey, the very best thing we can do is help a customer buy more from 75 00:05:09.630 --> 00:05:14.380 us ideally if a new project comes along and we're working on all this great 76 00:05:14.380 --> 00:05:17.700 stuff. If something comes along, we're gonna help a customer by more. That is 77 00:05:17.700 --> 00:05:22.070 inherently more valuable than trying to get strangers to care about something 78 00:05:22.070 --> 00:05:26.400 new. We're saying in a platform where we're barely making a dent. So we had 79 00:05:26.400 --> 00:05:30.880 this hierarchy and it went from helping current customers buy more down to 80 00:05:30.880 --> 00:05:35.200 helping acquire ideal new customers down to helping us acquire, you know, 81 00:05:35.210 --> 00:05:39.880 good new customers down to converting an audience into actual leads and then 82 00:05:39.880 --> 00:05:42.600 all the way down to the bottom, which is trying to get strangers to pay 83 00:05:42.600 --> 00:05:46.290 attention to us and a lot of people think that the value of marketing is 84 00:05:46.290 --> 00:05:50.160 getting strangers to pay attention to us. Some companies, if you have a 85 00:05:50.160 --> 00:05:53.240 specific role of like if your demand gen or if you have a very specific 86 00:05:53.240 --> 00:05:56.550 function absolutely all day and night, that's what you eat, sleep and breathe. 87 00:05:56.560 --> 00:06:00.280 But for us is like a small marketing crew. We really couldn't look at it 88 00:06:00.280 --> 00:06:03.180 that way. So we had to say, okay, if somebody comes along and they want to 89 00:06:03.180 --> 00:06:06.980 buy more, but they are not enabled with the resources and materials or events 90 00:06:06.980 --> 00:06:11.820 that they need to support that action. We're gonna give them probably 20% of 91 00:06:11.820 --> 00:06:15.870 our time. Yeah, right. And we might prioritize if there's an ongoing need 92 00:06:15.870 --> 00:06:19.650 will re prioritize next quarter, but we're gonna keep those quarterly goals. 93 00:06:19.650 --> 00:06:23.240 We're gonna focus on this. We used okay, ours. You would focus on quarterly 94 00:06:23.240 --> 00:06:27.610 goals and would leave open that 20% of flex time really, it's almost like a 95 00:06:27.610 --> 00:06:31.230 hierarchy of needs. I mean, okay. Or it ends up defining like what's most 96 00:06:31.230 --> 00:06:35.160 important to us, right? And then these ideas kind of get filtered through this, 97 00:06:35.640 --> 00:06:40.500 this is what's most important and this is what's most needed. Yeah. What were 98 00:06:40.500 --> 00:06:44.940 some of the results that you started to see as you went from this like and 99 00:06:44.950 --> 00:06:47.650 almost flying by the seat of my pants. Like, here's all these different ideas. 100 00:06:47.650 --> 00:06:51.460 Let's try each one to okay, no, we're going to actually start to prioritize. 101 00:06:52.140 --> 00:06:55.290 I will tell you everyone's happier regardless of the marketing outcomes, 102 00:06:55.290 --> 00:06:57.610 which were really, really, really important. The business outcomes are 103 00:06:57.610 --> 00:07:02.450 critical. Everyone on the team was happier everywhere that we've deployed 104 00:07:02.450 --> 00:07:05.980 that that methodology of like actual prioritization and then having 105 00:07:05.980 --> 00:07:08.910 somewhere to put good ideas, which is the other thing that we didn't touch on 106 00:07:08.920 --> 00:07:11.540 is missing that you need to have somewhere to put good ideas and come 107 00:07:11.540 --> 00:07:15.870 back to. But everyone has been happier and we're able to live the mantra that 108 00:07:15.870 --> 00:07:20.360 I've always believed but hasn't always been the case, which is, there are no 109 00:07:20.360 --> 00:07:25.380 emergencies in marketing. We're not a heart transplant surgeon. We don't do 110 00:07:25.380 --> 00:07:28.660 that stuff. We're just trying to get people to pay attention and to buy 111 00:07:28.660 --> 00:07:33.360 stuff from us and it should be much less of a hair on fire running around 112 00:07:33.360 --> 00:07:37.960 like a crazy person because that's just not the function that we serve in the 113 00:07:37.960 --> 00:07:41.390 world. And that's good. We should know what function we serve and so everybody 114 00:07:41.390 --> 00:07:46.470 is more calm. We're able to accomplish those big goals because we're not also 115 00:07:46.470 --> 00:07:50.100 taking into consideration every other single idea. We have a place to put 116 00:07:50.100 --> 00:07:54.150 them when we set our goals again we revisit them. And if something really 117 00:07:54.150 --> 00:07:57.940 comes up that's massively critical to help move the needle, we know how to 118 00:07:57.940 --> 00:08:00.180 prioritize how we can say great, it's going to move the needle on, getting 119 00:08:00.180 --> 00:08:03.170 more strangers to pay attention to us but that's not going to be something we 120 00:08:03.170 --> 00:08:08.080 do this quarter and just having that muscle of saying not now but thank you 121 00:08:08.090 --> 00:08:14.300 is critical for marketing leadership. Hey everybody Logan with sweet fish 122 00:08:14.300 --> 00:08:18.290 here. If you're a regular listener of GDP growth, you know that I'm one of 123 00:08:18.290 --> 00:08:22.340 the co hosts of the show but you may not know that I also head up the sales 124 00:08:22.340 --> 00:08:26.860 team here at sweet fish. So for those of you in sales or sales ops I wanted 125 00:08:26.860 --> 00:08:30.470 to take a second to share something that's made us insanely more efficient 126 00:08:30.470 --> 00:08:34.870 lately. Our team has been using lead I. Q. For the past few months. And what 127 00:08:34.880 --> 00:08:39.429 used to take us four hours gathering contact data now takes us only one 128 00:08:39.440 --> 00:08:44.620 where 75% more efficient. We're able to move faster with outbound prospecting 129 00:08:44.630 --> 00:08:49.630 and organizing our campaigns is so much easier than before. I'd highly suggest 130 00:08:49.630 --> 00:08:54.160 you guys check out lead I. Q. As well. You can check them out at lead I Q dot 131 00:08:54.160 --> 00:09:03.860 com. That's L E A D I Q dot com. Alright, let's get back to the show. 132 00:09:04.240 --> 00:09:08.210 Okay. So I think people would easily buy into the premise of this episode, 133 00:09:08.210 --> 00:09:12.380 right? Because everyone's bombarded, everyone's got, you know, someone on 134 00:09:12.380 --> 00:09:15.680 their team that's coming up with ideas and you're going, OK, I understand what 135 00:09:15.680 --> 00:09:19.150 you're saying, rex, I understand the why behind what you're saying, but 136 00:09:19.440 --> 00:09:22.680 honestly where I wanted to get more granular and where I really want to 137 00:09:22.680 --> 00:09:26.620 lock us in over the next few minutes is on how, what you just kind of started 138 00:09:26.620 --> 00:09:32.460 to transition us into that space because how we execute this is really 139 00:09:32.840 --> 00:09:37.320 all that matters. So where did you start to keep track of these ideas? 140 00:09:37.320 --> 00:09:41.340 Let's start there. So it happens in a couple of ways. So one we had an 141 00:09:41.340 --> 00:09:45.380 ongoing projects board. Right? So we used monday dot com here. Sweet fish. 142 00:09:45.380 --> 00:09:49.160 We use Asana. Love both products. It's not about the product about the process. 143 00:09:49.540 --> 00:09:54.570 So having a place where you can put them and then some sort of like section 144 00:09:54.570 --> 00:09:58.210 that you can drop them down to for like, hey this is our backlog and then hey, 145 00:09:58.210 --> 00:10:02.070 this is on the table for next quarter and then hey, this is this quarter. 146 00:10:02.080 --> 00:10:05.700 It's kind of moving those things up as you determine their value. And then 147 00:10:05.700 --> 00:10:10.390 literally telling people thank you so much for that idea. I just put it on 148 00:10:10.390 --> 00:10:14.790 our monday or asana project. We'll definitely take a look at this the next 149 00:10:14.790 --> 00:10:18.960 time we review these ideas, I gotta ask you a follow up, how varied were these 150 00:10:18.960 --> 00:10:23.260 ideas? Oh, all over the map, All over the map. But I think there are certain 151 00:10:23.260 --> 00:10:26.830 ideas that are gonna come up really often. So let's say we're going to 152 00:10:26.830 --> 00:10:29.470 launch a new website for sweet fish media dot com. Right? We're going to 153 00:10:29.470 --> 00:10:32.600 say this is, we're starting from scratch. There's gonna be a whole bunch 154 00:10:32.600 --> 00:10:36.460 of new ideas on this website. First of all, we're going to develop that 155 00:10:36.460 --> 00:10:40.100 without a ton of all of the team member input and all the customer input 156 00:10:40.100 --> 00:10:43.500 because we don't wanna have to expose everyone to the project on an ongoing 157 00:10:43.500 --> 00:10:46.910 basis. But once we launch, we want to respect that. There are people who know 158 00:10:46.910 --> 00:10:50.370 more than us about certain aspects of how the website should run. They might 159 00:10:50.370 --> 00:10:53.110 know more about what our customers need. Our customers might have some feedback 160 00:10:53.110 --> 00:10:55.760 about, hey, I don't know where to get this information. So our customer 161 00:10:55.760 --> 00:10:58.700 success team is gonna be gathering great data. So we're going to have 162 00:10:58.700 --> 00:11:02.680 instead of just a general project board, we're gonna have one specific board 163 00:11:02.680 --> 00:11:06.200 that is for the website. So we'll say all right, we're gonna take all of your 164 00:11:06.200 --> 00:11:09.240 ideas about the website and put them on a one specific place where we are 165 00:11:09.240 --> 00:11:12.940 evaluating the success of the website and continue to evaluate new ideas for 166 00:11:12.940 --> 00:11:16.230 how the website functions. That's probably the most popular place to run 167 00:11:16.230 --> 00:11:20.060 into new ideas. It's like, hey, what if we had a page for this? Another one is 168 00:11:20.070 --> 00:11:24.100 sources of materials like, hey, what if we had a pdf that talked about that and 169 00:11:24.100 --> 00:11:28.190 then getting really clear on, Okay, do we really need that? What function does 170 00:11:28.190 --> 00:11:31.400 that serve? How scalable is that? Is that something that everyone needs or 171 00:11:31.400 --> 00:11:34.950 just one person? But putting them all in there, there's all kinds of ideas. 172 00:11:34.950 --> 00:11:37.890 But I do split it out if there's really common stuff that comes up a lot, it 173 00:11:37.890 --> 00:11:44.380 gets its own place to live. What about recurring times to sort of generate 174 00:11:44.380 --> 00:11:48.370 some of these ideas like when were you? Because we might be running through a 175 00:11:48.370 --> 00:11:52.220 process and we have this, you know, I've even slapped you in the last month 176 00:11:52.220 --> 00:11:55.500 of us working together and like I got this idea, I'm gonna slack rex right 177 00:11:55.500 --> 00:12:00.310 now. That's different than like an ideation process where we're going, we 178 00:12:00.310 --> 00:12:04.650 want to think of new things. Right. So when were you kind of having time to 179 00:12:04.650 --> 00:12:08.860 talk about this stuff. Yeah. So we had a couple of mechanisms and my last 180 00:12:08.860 --> 00:12:13.110 company, I actually learned this from someone else from the Head of marketing, 181 00:12:13.110 --> 00:12:17.400 a company called Alice, she talked about these concepts called inspo sesh. 182 00:12:17.410 --> 00:12:21.170 So my marketing team without me there as the leader to kind of distract or 183 00:12:21.170 --> 00:12:25.480 maybe do too much. Like over handed guidance, they would host these 184 00:12:25.480 --> 00:12:28.400 meetings where they would come up with a problem they were trying to solve for 185 00:12:28.400 --> 00:12:31.130 like, hey, how do we get more attendance at our events or how do we 186 00:12:31.130 --> 00:12:35.880 get more people to to accept our offers or how do we get more X? Right. And 187 00:12:35.880 --> 00:12:39.170 they would just go off on these brainstorm sessions for a full hour and 188 00:12:39.170 --> 00:12:43.540 nothing was wrong. It was kind of yes and classic improv approach? And they 189 00:12:43.540 --> 00:12:46.450 would come up with all these fantastic ideas. So we did have a monthly 190 00:12:46.450 --> 00:12:50.070 mechanism for that, that was recurring, right? And it was hosted by a different 191 00:12:50.070 --> 00:12:52.920 person every time she had three team members, each one got to rotate who was 192 00:12:52.920 --> 00:12:58.120 hosting. So no one person dominated the conversation too much. But then we also 193 00:12:58.120 --> 00:13:01.040 have those one off, like any idea is just going to go on the board and then 194 00:13:01.040 --> 00:13:03.780 on our weekly marketing meeting, we would revisit and say, okay, is there 195 00:13:03.780 --> 00:13:07.920 anything critical here? No. And then in quarterly planning, we go back to all 196 00:13:07.920 --> 00:13:11.390 those ideas and say, okay, what's the inspiration here, what are the themes 197 00:13:11.390 --> 00:13:14.170 that we're noticing? What are we missing? And we'd pull up that board 198 00:13:14.170 --> 00:13:15.050 and look at those things. 199 00:13:16.240 --> 00:13:21.190 I love that. Because having those mechanisms in your calendar to revisit 200 00:13:21.190 --> 00:13:26.350 ideas is so important. You can uncover an idea in a second but then not have 201 00:13:26.350 --> 00:13:30.980 the proper kind of like runway right to make an idea actually work. And so 202 00:13:30.980 --> 00:13:35.570 having time to really think was this pros and cons of this idea. And if we 203 00:13:35.570 --> 00:13:39.900 execute well on it, what's the R. O. I. Such an important part to deciding what 204 00:13:39.900 --> 00:13:46.190 to actually do and put your time into? Okay, so tips and tools for how to do 205 00:13:46.190 --> 00:13:49.690 this, right? I mean, you mentioned it's not about the actual like monday dot 206 00:13:49.690 --> 00:13:52.660 com vs. Sonic conversation. But are there some other things that we should 207 00:13:52.660 --> 00:13:55.880 be thinking through that could be helpful. Yeah. Part of the process that 208 00:13:55.880 --> 00:14:00.040 we haven't touched on that I think is really essential is communicating the 209 00:14:00.040 --> 00:14:04.940 value order to everyone else in the company. So a big part of what I do is 210 00:14:04.940 --> 00:14:08.760 I share with the company. Hey, marketing is working on X. And here's 211 00:14:08.760 --> 00:14:13.580 what we think of the value of Y and Z. And A and B. And here's the order that 212 00:14:13.580 --> 00:14:18.330 they fall in. So if you're gonna come up with ideas focus mostly on X. 213 00:14:18.330 --> 00:14:22.020 Because that's the most valuable thing for us, right? So we give them that 214 00:14:22.020 --> 00:14:26.430 order of value so that they know why we said no to something at the very bottom 215 00:14:26.430 --> 00:14:29.390 of the totem pole. Yeah. You know what, That's a great idea. We'll put that on 216 00:14:29.390 --> 00:14:32.110 the list and no, we're not going to action that right now. And they don't 217 00:14:32.110 --> 00:14:35.430 feel bad. It's not like they don't think I'm a valuable member of the team. 218 00:14:35.430 --> 00:14:38.410 It's more like, okay, well that's not a critical priority for them at this 219 00:14:38.410 --> 00:14:41.720 moment. So you've got to educate, you have to reiterate that at least every 220 00:14:41.720 --> 00:14:45.770 quarter. That's just a valuable note to be sharing with the entire company. So 221 00:14:45.770 --> 00:14:49.040 when you have an all hands are like a quarterly review, share it with the 222 00:14:49.040 --> 00:14:52.760 team and then certainly celebrating when someone else's idea comes up and 223 00:14:52.760 --> 00:14:55.910 marketing is a success or even if it's a failure, if we executed against it 224 00:14:55.910 --> 00:14:58.480 and we can share that somebody else brought us that idea, It's really 225 00:14:58.480 --> 00:15:03.660 powerful. But from a, like a tips or maybe the tools that I would use, 226 00:15:04.040 --> 00:15:09.180 certainly some sort of form or submission process that's formalized. 227 00:15:09.180 --> 00:15:12.100 Like, hey, if you have an idea for marketing, drop it in the general slack 228 00:15:12.100 --> 00:15:16.720 or the marketing slack or throw it in this form right here for marketing 229 00:15:16.720 --> 00:15:20.490 ideas and then it all flows into one place and there's someone responsible 230 00:15:20.490 --> 00:15:23.440 for capturing that. That's the other thing. I think teams mrs like, hey, 231 00:15:23.440 --> 00:15:28.300 what was that idea that the CFO put in slack like six months ago, you guys 232 00:15:28.300 --> 00:15:31.810 remember that and it's not anywhere because it lives in this place. That's, 233 00:15:31.820 --> 00:15:34.890 it's like a news feed? It's just constantly spinning. So somebody being 234 00:15:34.890 --> 00:15:38.440 responsible for taking those out, someone has to go all the way back 235 00:15:38.440 --> 00:15:42.190 through slack. Find that one message from six months ago. Yeah. So on an 236 00:15:42.190 --> 00:15:45.130 ongoing basis have somebody who knows, okay, if a new idea pops up in the 237 00:15:45.130 --> 00:15:49.020 marketing channel in slack, I've got to put that over in a sauna. I love the 238 00:15:49.020 --> 00:15:53.130 idea of prioritizing at it like an all hands. Just communicate. Sometimes we 239 00:15:53.130 --> 00:15:56.160 know what's going on in our silo. I would say often we know what's going on 240 00:15:56.160 --> 00:15:59.790 in our silo and we don't know what's going on in others and we don't 241 00:15:59.790 --> 00:16:03.610 communicate what we would like from other people, which often is ideas 242 00:16:03.610 --> 00:16:07.470 right? Because that they have fresh perspective that we can gain from and 243 00:16:07.470 --> 00:16:11.050 no experiment is totally a failure because we're learning from all of this 244 00:16:11.050 --> 00:16:15.830 stuff and so sharing that at a meeting like that is vital and really important. 245 00:16:15.840 --> 00:16:18.930 Anything else you would say as we kind of start to, to wrap this conversation 246 00:16:18.930 --> 00:16:22.080 up rex Yeah, it's definitely a behavioral issue that comes from the 247 00:16:22.080 --> 00:16:28.000 top down. Also say like if you model as a, as a marketing or revenue leader, if 248 00:16:28.000 --> 00:16:31.540 you model bad behavior here, if you're setting everyone else's hair on fire 249 00:16:31.540 --> 00:16:36.370 all the time, you're the problem. So I have to be really good at not setting 250 00:16:36.370 --> 00:16:39.720 someone else's hair on fire and saying, hey Benji had this crazy idea for me to 251 00:16:39.720 --> 00:16:43.510 be growth show, why don't we go do X. Like how quickly do you think you can 252 00:16:43.510 --> 00:16:46.850 pull that off? It's more like, okay, I have an idea, I'm gonna bring it up in 253 00:16:46.850 --> 00:16:50.230 my one on one with him and we'll probably throw that onto our board for 254 00:16:50.230 --> 00:16:54.190 consideration at the revenue team meeting next week and accepting that if 255 00:16:54.190 --> 00:16:57.130 it's, if it's not something that's going to move the needle on that top 256 00:16:57.130 --> 00:17:00.760 priority of value, that's okay, let's talk about it when it's an appropriate 257 00:17:00.760 --> 00:17:03.760 time. So modeling that behavior as a leader is critical and just 258 00:17:03.760 --> 00:17:06.700 reemphasizing, I do love using the phrase, there's no such thing as an 259 00:17:06.700 --> 00:17:10.470 emergency and marketing. Yeah, we just, we don't have emergencies. People 260 00:17:10.470 --> 00:17:14.230 aren't bleeding out on the floor in marketing, it doesn't happen. I love 261 00:17:14.230 --> 00:17:18.310 that too. You've said it several times offline and then in this episode and 262 00:17:18.310 --> 00:17:22.190 people can really take that and run with it. And also if everything is 263 00:17:22.200 --> 00:17:26.890 urgent when it's coming from the top down then nothing is, and we will 264 00:17:26.900 --> 00:17:30.960 easily know right as a company, oh, that's just the way they're wired is to 265 00:17:30.960 --> 00:17:35.700 communicate, everything is urgent. And so once in a while an idea comes along, 266 00:17:35.710 --> 00:17:39.830 we go, man, we want to do this right now, we need to implement and then it 267 00:17:39.830 --> 00:17:44.360 makes that experience more fun. People are more bought in because this doesn't 268 00:17:44.360 --> 00:17:49.090 happen every day. And so having in mind where we have these conversations is 269 00:17:49.090 --> 00:17:52.610 vital. I'm taking a lot away from this conversation with you rex wrote down 270 00:17:52.610 --> 00:17:56.000 several things. Always have a whiteboard, always have my mark already. 271 00:17:56.010 --> 00:18:01.770 And uh, I'm thinking about having an ongoing project board in a section to 272 00:18:01.770 --> 00:18:05.720 drop things into maybe to talk about later. I'm thinking about having an 273 00:18:05.730 --> 00:18:10.380 inspo sesh, right, I love that idea. Just a monthly recurring meeting where 274 00:18:10.380 --> 00:18:14.880 we're throwing out ideas and then we're prioritizing those. And then also it's 275 00:18:14.880 --> 00:18:20.010 just prioritized communication and in all hands, sort of meeting and and in 276 00:18:20.010 --> 00:18:24.330 that space as a marketing team going, hey, here's what we're focused on here 277 00:18:24.330 --> 00:18:27.660 is what we are prioritizing over the next quarter, over the next however 278 00:18:27.660 --> 00:18:32.390 many weeks and we would love your ideas and and having a way to filter those. 279 00:18:32.390 --> 00:18:35.900 Having someone that's responsible for those, That's kind of the key takeaways. 280 00:18:35.900 --> 00:18:41.370 This that's very practical. What we can do this week, this month, things we can 281 00:18:41.370 --> 00:18:45.040 actually apply that will make our marketing better rex. Thanks so much 282 00:18:45.040 --> 00:18:49.540 for taking time to be with us on B2B growth today. How can people connect 283 00:18:49.540 --> 00:18:53.500 with you further? Yeah, I love linkedin. That's a place where I spend the most 284 00:18:53.500 --> 00:18:57.050 time on social say it's actually the only channel I use on social for now. 285 00:18:57.060 --> 00:19:02.190 So linkedin dot com. I'm rex by Burston last name is real tricky. B I B E R S T 286 00:19:02.190 --> 00:19:05.860 O N and otherwise Sweet Fish media dot com. I'm gonna be all up in that 287 00:19:05.860 --> 00:19:10.350 website. Love it. Yeah. And connect with me as well. Benji block on, linked 288 00:19:10.350 --> 00:19:14.170 in. We would love to have conversations with you guys about marketing, business 289 00:19:14.180 --> 00:19:18.190 life. Always ready to connect, Hey, stay in touch with us. You can 290 00:19:18.190 --> 00:19:22.080 subscribe to be to be growth wherever you're listening to this episode and 291 00:19:22.080 --> 00:19:26.270 we'll catch you again soon. Keep you in work that matters. Mhm. 292 00:19:27.740 --> 00:19:32.000 At Sweet Fish, we're on a mission to create the most helpful content on the 293 00:19:32.000 --> 00:19:36.570 internet for every job function and industry on the planet for the B two B 294 00:19:36.570 --> 00:19:40.610 marketing industry. This show is how we're executing on that mission. If you 295 00:19:40.610 --> 00:19:44.080 know a marketing leader that would be an awesome guest for this podcast. 296 00:19:44.090 --> 00:19:47.640 Shoot me a text message. Don't call me because I don't answer unknown numbers 297 00:19:47.650 --> 00:19:54.140 but text me at 4074 and I know 33 to 8. Just shoot me their name may be a link 298 00:19:54.140 --> 00:19:58.080 to their linkedin profile and I'd love to check them out to see if we can get 299 00:19:58.090 --> 00:20:01.270 them on the show. Thanks a lot
