How to Build a Four-Point Demand Gen Strategy with Brett Trainor

WEBVTT 1 00:00:08.199 --> 00:00:13.279 Conversations from the front lines of marketing. This is be to be growth. 2 00:00:16.800 --> 00:00:20.239 Welcome back to be a be growth. This is Benjie, and I am 3 00:00:20.239 --> 00:00:24.559 thrilled that you're with us for Friday's episode. We're doing something that we've begun 4 00:00:24.679 --> 00:00:28.719 to do every Friday, which is share a replay episode from our archive, 5 00:00:29.079 --> 00:00:33.320 because so much of our content really is evergreen and helps us be better marketers 6 00:00:33.320 --> 00:00:35.920 and we don't want it to just get lost in the feed, especially now 7 00:00:36.000 --> 00:00:39.799 that we're back to this daily cadence. I don't know about you, but 8 00:00:39.840 --> 00:00:45.759 I've loved doing this and having an episode show up every morning that I can 9 00:00:45.799 --> 00:00:49.880 listen to and help to sharpen my skills as a marketer. Today we're going 10 00:00:49.880 --> 00:00:53.960 to share an episode on how to build a four point two managin strategy. 11 00:00:54.039 --> 00:00:56.960 That I think will be timely, but I wanted to highlight this week's episodes 12 00:00:57.000 --> 00:01:02.880 that we released and again, because it's this daily cadence. Maybe you've missed 13 00:01:02.920 --> 00:01:07.799 one of these, but alignment under construction with Lisa Smith, founder led selling 14 00:01:07.799 --> 00:01:12.040 with Jen able, and then stop avoiding brand in the board room with Drew 15 00:01:12.120 --> 00:01:19.040 Niser. Yesterday we talked to click up specialist right creative, Melissa Rosenthal, 16 00:01:19.200 --> 00:01:23.480 and we talked all about personality in the suit. That how that's a superpower 17 00:01:23.519 --> 00:01:27.640 within business. With these episodes coming out at this cadence, I'd love to 18 00:01:27.680 --> 00:01:33.359 hear from you what episode to stick out, what of this content is really 19 00:01:33.439 --> 00:01:37.280 resonating? You can always chat with me. I'd love a DM over on 20 00:01:37.359 --> 00:01:44.400 Linkedin with an insight that you're getting out of these episodes and want to connect 21 00:01:44.560 --> 00:01:49.200 with those that are our love and be to be growth. Today's episode is 22 00:01:49.239 --> 00:01:56.120 a conversation with Brett trainer on how to shift your mindset, how to focus 23 00:01:56.200 --> 00:02:00.519 on growth, how to create this four point demand Gen strategy. Leslie cruise 24 00:02:01.040 --> 00:02:05.519 chatted with them. This is a fantastic conversation. I know you're going to 25 00:02:05.599 --> 00:02:15.439 enjoy it, so let's dive in. What's up everybody? Welcome back to 26 00:02:15.439 --> 00:02:20.000 BEDB growth. I'm Leslie crus with Sweet Fish Media and today we are continuing 27 00:02:20.000 --> 00:02:23.719 our deep dive into to me on generation. I'm really, really excited to 28 00:02:23.719 --> 00:02:28.599 have joining me Brett trainer, host of be tob founder, a weekly podcast 29 00:02:28.680 --> 00:02:32.080 focused on helping be tob founders and owners go from a start up to a 30 00:02:32.120 --> 00:02:36.159 scale up. Brett, thanks so much for joining me on BB growth today, 31 00:02:36.639 --> 00:02:38.520 Leslie's my pleasure. You know, I'm a big fan of this show, 32 00:02:38.560 --> 00:02:43.199 so happy to be here and this is our first time talking. I 33 00:02:43.240 --> 00:02:46.479 think this is a repeat visit for me to to the program but, you 34 00:02:46.520 --> 00:02:49.840 know, excited to be here and to I have to give a little bit 35 00:02:49.879 --> 00:02:52.759 of a shout out that you were one of the folks that really help me 36 00:02:52.879 --> 00:02:57.479 get the podcast up and running back in the day, a hundred plus episodes 37 00:02:57.560 --> 00:03:00.719 ago, so thank you for that as well. Yeah, I'm so excited 38 00:03:00.800 --> 00:03:02.400 to have seen how much your podcast has grown, which is why I really 39 00:03:02.400 --> 00:03:06.759 wanted to talk to you today, because it's cool to see, you know 40 00:03:06.840 --> 00:03:10.800 how you have helped so many founders go from start up to scale up, 41 00:03:10.840 --> 00:03:15.599 and so I'm really excited. And as you know, we're talking about demand 42 00:03:15.719 --> 00:03:20.080 generation today, so I'm curious, before we get a little too deep here, 43 00:03:20.280 --> 00:03:23.120 in your own words, how would you define demand generation? Yeah, 44 00:03:23.159 --> 00:03:27.199 it's funny think over the past, you know, five years, it's really 45 00:03:27.280 --> 00:03:30.840 change as to run a demand generation team, but I think you know part 46 00:03:30.840 --> 00:03:36.000 of it now. You have to look at to Manchin as an organizational approach 47 00:03:36.120 --> 00:03:40.719 right, and it can't just be paid you know, facebook ads, it's 48 00:03:40.759 --> 00:03:46.159 going to divide demand. It's really got to be an organizational approach to connecting 49 00:03:46.199 --> 00:03:50.520 with connecting with your prospects, and I think one of the biggest things that 50 00:03:50.719 --> 00:03:54.520 shifted, and rightfully so, is kind of, you know, turning the 51 00:03:54.560 --> 00:04:00.039 script a little bit and thinking less about selling right and more about how do 52 00:04:00.039 --> 00:04:04.599 we enable our buyers right? So are we targeting with problems that we're solving? 53 00:04:04.680 --> 00:04:09.879 Are we still leading with features and benefits and how good we are? 54 00:04:10.080 --> 00:04:13.719 So to me that's the biggest thing. It's just not a you know, 55 00:04:13.759 --> 00:04:17.279 to a customer experience. Is No longer just customer service, it's organizational. 56 00:04:17.319 --> 00:04:23.800 I think the same things applying to demand generation. Yeah, absolutely, and 57 00:04:23.879 --> 00:04:26.680 you kind of leaned into this little but one of my favorite things you've talked 58 00:04:26.720 --> 00:04:30.399 about lately on your Linkedin is actually grow both as a mindset, and I 59 00:04:30.399 --> 00:04:34.040 do want to talk about that because I think it's something that's so important in 60 00:04:34.079 --> 00:04:39.319 this industry. And you know, something I feel a lot of be tob 61 00:04:39.439 --> 00:04:44.319 marketers tend to get wrong is focusing on growth from more of a sales perspective 62 00:04:44.439 --> 00:04:47.079 rather than a buyers perspective. So what would you say is so important about 63 00:04:47.120 --> 00:04:51.439 shifting that focus. Yeah, I think that's it's a great point and so 64 00:04:51.519 --> 00:04:56.920 true, because you know stat I read that too long ago, which surprised 65 00:04:56.920 --> 00:04:59.079 me, I haven't seen it earlier, is that you know at any given 66 00:04:59.120 --> 00:05:04.000 moment only three percent of your ideal fire is actually and by now mode. 67 00:05:04.000 --> 00:05:06.680 Wow, it's so. It means if you're looking at to managin in the 68 00:05:06.680 --> 00:05:11.759 traditional sense, is more transactional, I would say. Right. So how 69 00:05:11.759 --> 00:05:15.360 do we connect with somebody and get them to buy our stuff? And I 70 00:05:15.399 --> 00:05:17.399 think if you change that to a growth mindset and say hey, look, 71 00:05:17.439 --> 00:05:20.839 not all of this is going to happen today. He would be great if 72 00:05:20.839 --> 00:05:25.480 we could connect with those three percent and get him to buy tomorrow. But 73 00:05:25.560 --> 00:05:30.040 the reality of the situation it's a longer game and so demandgin is got to 74 00:05:30.040 --> 00:05:34.079 be broken into kind of those different parts and I think if must the organization, 75 00:05:34.639 --> 00:05:39.639 especially in a startup, doesn't think about it from a growth perspective or 76 00:05:39.680 --> 00:05:44.040 a growth mindset versus a transactional mindset. Yeah, it's going to be a 77 00:05:44.120 --> 00:05:48.680 really long road to to achieve their goals and growth goals. Yeah, something 78 00:05:48.720 --> 00:05:53.519 you said another time was I think it's in your linked in profile is change 79 00:05:53.560 --> 00:05:56.920 is inevitable. Growth is optional, and I just I love that because it's 80 00:05:57.000 --> 00:06:01.199 so so accurate and this specific field. Yeah, no, I think it 81 00:06:01.279 --> 00:06:04.800 absolutely is. And you know, one of the things that the drew me 82 00:06:04.839 --> 00:06:09.240 back into the startup world a number of years ago was, you know, 83 00:06:09.360 --> 00:06:12.199 growth in the startup and BTB, not even growth in the start of a 84 00:06:12.240 --> 00:06:15.399 growth in the be tob space is very nuanced, right. It's just not. 85 00:06:15.560 --> 00:06:18.800 You can't just do one thing like a direct consumer on a website. 86 00:06:18.839 --> 00:06:23.079 You your cell you connect with this customer, they buy your product, right. 87 00:06:23.199 --> 00:06:27.399 I mean you've got multiple buyers. Typically right when you're selling in the 88 00:06:27.399 --> 00:06:30.480 B tob space, you've got the timing issue. You know, they may 89 00:06:30.519 --> 00:06:33.879 not be aware of the product or solution that you have. So it becomes 90 00:06:34.000 --> 00:06:38.879 very nuanced and you know, that's why I you know change is going to 91 00:06:38.920 --> 00:06:43.279 happen. Your buyers preferences are going to change and if you don't have the 92 00:06:43.319 --> 00:06:46.199 ability to shift, you know you're going to have a hard time, you 93 00:06:46.240 --> 00:06:49.240 know, staying to poured and keep growing. I think we're seeing a lot 94 00:06:49.240 --> 00:06:55.600 of companies now, when the digital are the pandemic hit, having trouble connecting 95 00:06:55.600 --> 00:06:59.000 you right, in a digital first world. So they, like said, 96 00:06:59.079 --> 00:07:00.560 change is going to keep happening. I think it's going to keep happing more 97 00:07:00.560 --> 00:07:03.879 and more rapidly. So how do we embrace that to, you know, 98 00:07:03.959 --> 00:07:10.360 get to the growth absolutely? What is something that you think be tob marketers 99 00:07:10.360 --> 00:07:15.600 in this industry need to stop doing? Yeah, I think the biggest one, 100 00:07:15.639 --> 00:07:17.480 and I've been on the soapbox for a while, it is talking about 101 00:07:17.600 --> 00:07:21.759 the the sales and marketing alignment. Right. So if you're a younger, 102 00:07:23.040 --> 00:07:28.879 growing organization, you don't have those silos in place yet and it really has 103 00:07:28.920 --> 00:07:31.439 to be likes. We said I wouldn't ness or lead with marketer, but 104 00:07:31.480 --> 00:07:35.199 I've been thinking from a growth perspective. You know, think about it. 105 00:07:35.279 --> 00:07:40.639 How do I connect with my my prospects? Where are they right? We've 106 00:07:40.639 --> 00:07:44.199 seen the preference is changing. They like to do the research right, they 107 00:07:44.199 --> 00:07:46.439 want to be able to solve their own problems and guess what, they're going 108 00:07:46.480 --> 00:07:50.279 to vet you before they even in talk to you. So I think taking 109 00:07:50.279 --> 00:07:55.720 back to what we originally talked about, more of a buyer enablement approach is 110 00:07:55.720 --> 00:08:00.439 going to enable you to better not only connect, because I think one of 111 00:08:00.480 --> 00:08:03.240 the bigger, bigger issues between the sales and marketing is you can't look at 112 00:08:03.240 --> 00:08:05.959 at as a handoff. Right. So, if we think about it from 113 00:08:05.959 --> 00:08:09.439 back to buy, our enablement, which is becoming a theme, that Hey, 114 00:08:09.480 --> 00:08:15.000 the prospect, yeah, they found your content somewhere on linkedin or on 115 00:08:15.040 --> 00:08:18.399 the website or referral or a customer and they're checking it out and now they're 116 00:08:18.480 --> 00:08:22.319 raising their hand and say, Hey, I'd like to chat with somebody. 117 00:08:22.360 --> 00:08:26.360 Too many small businesses, and I would you even say legacy and enterprise companies, 118 00:08:26.360 --> 00:08:31.000 struggle with helping that process our prospect through the the buying process. Right. 119 00:08:31.039 --> 00:08:35.679 Too often we define it on our terms as the the company. Right, 120 00:08:35.720 --> 00:08:37.960 hey, this is our sales process, this is, you know, 121 00:08:39.000 --> 00:08:43.159 how we do demos this. If you flip that switch and think about it 122 00:08:43.159 --> 00:08:46.720 and map it back from how the buyer wants to buy, you're going to 123 00:08:46.759 --> 00:08:50.399 take a lot of friction out of a process. I know, a little 124 00:08:50.519 --> 00:08:52.720 tangent there to ask your question. Yeah, no, yeah, I think 125 00:08:52.759 --> 00:08:56.679 that sales and marketing alignment is really important. It's something I've been learning a 126 00:08:56.679 --> 00:09:00.399 lot about because it's something that people just don't think about, but it really 127 00:09:00.519 --> 00:09:03.759 is so simple. Just to look internally and it's really an organizational fix. 128 00:09:05.440 --> 00:09:09.080 And you know that conflict kind of comes from. I mean it could be 129 00:09:09.120 --> 00:09:13.679 something so simple as having sales and marketing get together and really defining the leads. 130 00:09:13.720 --> 00:09:16.799 I mean just going back to, you know, step one, like 131 00:09:16.879 --> 00:09:20.879 what what is a lead to us? And I think that's why there's so 132 00:09:20.960 --> 00:09:24.279 much conflict there. And I would even take that even a step further and 133 00:09:24.320 --> 00:09:28.919 say there are no there is no such thing as a marketing qualified lead. 134 00:09:28.000 --> 00:09:33.320 Now, this since my humble opinion that you right. Either the buyer is 135 00:09:33.320 --> 00:09:37.159 ready to buy. So it's all intent right. So you know, I 136 00:09:37.200 --> 00:09:39.799 may come to your website, download a couple white papers, you know, 137 00:09:41.320 --> 00:09:43.679 fill out and sign up for your newsletter. That doesn't mean I'm ready to 138 00:09:43.679 --> 00:09:48.639 buy. I haven't raised my hand and said yeah, let's engage right. 139 00:09:48.679 --> 00:09:54.440 So don't force your prospects through the buying process. And I think even just 140 00:09:54.480 --> 00:09:58.360 going back, so you know, I came from the sales world initially, 141 00:09:58.480 --> 00:10:01.399 so you know it's kind of it's been a mindset shift for me, right, 142 00:10:01.440 --> 00:10:05.720 because sales used to be the driver for a lot of organizations and specifically 143 00:10:05.720 --> 00:10:09.840 around revenue growth. We can get into you know, expansion and retention and 144 00:10:09.840 --> 00:10:13.759 how do you keep your current customers? But from a new business perspective, 145 00:10:15.039 --> 00:10:18.159 I think if you're leading with sales and using that as a cold outreach, 146 00:10:18.320 --> 00:10:22.120 you know, I look at his sales as a hand to hand combat, 147 00:10:22.200 --> 00:10:24.879 right. So each sales rep can do really well and if you have good 148 00:10:24.919 --> 00:10:26.240 sales reck guess what, they're going to hit their quota. They're going to 149 00:10:26.240 --> 00:10:31.440 do well. But I wouldn't bet my growth of a company on that strategy 150 00:10:31.960 --> 00:10:33.879 right, because that what do you have a hundred people having to hit their 151 00:10:33.960 --> 00:10:39.200 quota and if you see the you know the data doesn't support that that many 152 00:10:39.240 --> 00:10:41.080 are hitting it. So I think that's why it's got a switch to more 153 00:10:41.120 --> 00:10:48.120 of a digital first and then having the the right resources available when that customer 154 00:10:48.279 --> 00:10:52.759 prospect raises their hand to engage with you. So one of the things I 155 00:10:52.759 --> 00:10:56.360 advise my clients is don't even think of it that way. Let's think about 156 00:10:56.360 --> 00:10:58.960 it. Hey, the prospects out there, if they message somebody from linkedin 157 00:11:00.200 --> 00:11:03.519 or drop us a note, you know, how do we respond to that? 158 00:11:03.639 --> 00:11:07.320 In the way again, encourage them to think about think of your first 159 00:11:07.399 --> 00:11:11.720 level human content is kind of the cancierge help them through that buying process right. 160 00:11:11.759 --> 00:11:16.759 You don't want to necessarily hit the sales switch immediately because you're going to 161 00:11:16.759 --> 00:11:20.639 turn them off and you usually only have a one chance. Now that's not 162 00:11:20.720 --> 00:11:26.360 to say that there's not a point for for sales ups right in enterprise selling. 163 00:11:26.399 --> 00:11:30.879 Absolutely you need those talented folks and I would also argue that, as 164 00:11:30.879 --> 00:11:35.840 you're getting close in, the customers definitely interested and asking for that customers business. 165 00:11:35.879 --> 00:11:39.360 You know, not everybody's cut out for it. So I think it 166 00:11:39.399 --> 00:11:41.919 just again comes back to that mindset and how do you map to align with 167 00:11:41.960 --> 00:11:48.840 the customer or the prospect and have the right human touch where it makes sense? 168 00:11:48.879 --> 00:11:50.480 I mean that is the only way you're going to scale a business. 169 00:11:50.480 --> 00:11:56.399 I mean, yet to see anybody do it otherwise. So hopefully it makes 170 00:11:56.440 --> 00:11:58.000 sense. So that's okay. I love it, and this actually segues really 171 00:11:58.039 --> 00:12:01.440 well kind of talking about going start up to scale up. You and I 172 00:12:01.480 --> 00:12:05.960 were talking previously about a four point framework and I was wondering if you would 173 00:12:05.000 --> 00:12:09.120 dive into that a little bit with for our listeners. Yeah, absolutely, 174 00:12:09.240 --> 00:12:11.360 we already cover, you know, pieces of it, but you know this 175 00:12:11.480 --> 00:12:16.159 is something that I've been using for quite a while but finally wrote it down 176 00:12:16.200 --> 00:12:20.279 and documented and kind of formalized it. But but this goes back to be 177 00:12:20.399 --> 00:12:26.720 tob growth is very nuanced and what this framework allows for is to plan for 178 00:12:26.159 --> 00:12:30.519 each of those areas. And you know, an easy way to remember it 179 00:12:30.600 --> 00:12:33.799 is aces, right, aces. I know I didn't fit the words to 180 00:12:33.799 --> 00:12:39.399 fit the the acronymic just happened to work out that way. But you know, 181 00:12:39.480 --> 00:12:43.559 a is the is the initial. It's the alignment and the way I 182 00:12:43.600 --> 00:12:48.600 like to kind of outline this, it's really round your messaging and positioning and 183 00:12:48.639 --> 00:12:54.080 making sure one your message right, what your offer is aligned with, you 184 00:12:54.120 --> 00:12:58.639 know who you're serving right, if your offer and solution isn't aligned with what 185 00:12:58.679 --> 00:13:03.720 your ideal customers are buying or if your customers change, you know to making 186 00:13:03.799 --> 00:13:07.799 sure those two things are aligned. But a lot of companies probably get that 187 00:13:07.879 --> 00:13:13.120 right. But the third piece of the alignment is you know your company's why. 188 00:13:13.320 --> 00:13:16.320 You can almost do a whole segment on you know why are we in 189 00:13:16.360 --> 00:13:20.919 business. I know sweet fish does really good job of articulating that, but 190 00:13:20.200 --> 00:13:26.159 important internally is to make sure those three so your company, why you're offering 191 00:13:26.159 --> 00:13:31.279 in your customers need to align, because if there's, you know, misalignment 192 00:13:31.360 --> 00:13:35.320 or a mismatch, then you're creating friction and it's going to be really hard 193 00:13:35.360 --> 00:13:39.120 to connect with those prospects. So, you know, I said we could 194 00:13:39.120 --> 00:13:41.960 do almost an episode on this piece of it, but if you can't get 195 00:13:41.000 --> 00:13:46.200 that part right, you know, then when you get into the execution aspect 196 00:13:46.240 --> 00:13:48.799 of it, you are already at a disadvantage. So I really encourage folks 197 00:13:48.840 --> 00:13:52.679 to take the time to go through this. So let's assume we've got that, 198 00:13:52.720 --> 00:13:56.720 we've got our message, everything's aligned organization, we were to go as 199 00:13:56.759 --> 00:14:01.960 like how do we execute, and instead of the seven step buyer journey and 200 00:14:01.000 --> 00:14:03.399 all these other things, which I'm a fan of, you know, I 201 00:14:03.480 --> 00:14:09.120 broke it into really three pieces. The first is being connect right. How 202 00:14:09.120 --> 00:14:11.720 are we going to connect with those prospects? We talked about a little bit. 203 00:14:11.799 --> 00:14:16.000 You know, at any given point only three percent are actively buying, 204 00:14:16.000 --> 00:14:18.480 which means you need to be out there with you know, content first, 205 00:14:18.600 --> 00:14:22.919 right. We again switch fish does a really good job, between Linkedin the 206 00:14:22.919 --> 00:14:28.240 podcast content, providing a ton of value to potential future customers. So it's 207 00:14:28.279 --> 00:14:31.919 really you know, using that hackey analogy. That how we're going to be 208 00:14:31.960 --> 00:14:33.960 there for a customers when they're ready for us. Right, you can't be 209 00:14:35.000 --> 00:14:39.720 always chasing or pushing. It's just not a good long term strategy. I 210 00:14:39.720 --> 00:14:43.240 think again, the new world order is organic and Seo or still critical, 211 00:14:43.320 --> 00:14:48.799 because customers are searching for solutions. And you know, I'll come back to 212 00:14:48.840 --> 00:14:52.000 tie to the new business after that. So that's really the connect all right. 213 00:14:52.039 --> 00:14:54.759 So how are we going to connect with our our new prospects? The 214 00:14:54.840 --> 00:14:56.480 second is enablement. Right. I've talked about that, I think, a 215 00:14:56.519 --> 00:15:00.600 couple times already. Is All right. So somebody's is their hand. How 216 00:15:00.600 --> 00:15:05.799 do we get them through that process right, with the minimal time and friction 217 00:15:05.840 --> 00:15:09.519 and possible and get them to that buying decision? So changing the mindset from 218 00:15:09.519 --> 00:15:11.840 sales enablement to buy our enablement. But don't stop there. So if we 219 00:15:11.879 --> 00:15:16.720 talk about enablement, we bring somebody on board and then, you know, 220 00:15:16.720 --> 00:15:20.879 are we enabling our customers to unlock the value of our offering? Right, 221 00:15:20.919 --> 00:15:24.960 without being too cliche, but many companies make the mistake. All right, 222 00:15:24.960 --> 00:15:26.279 we sold them, let's throw them over the fence. You know, we've 223 00:15:26.320 --> 00:15:31.759 got an onboarding team and maybe a customer successor account management. Very few companies 224 00:15:31.799 --> 00:15:35.399 still have a plan. So if you're in the startup phase and you can 225 00:15:35.440 --> 00:15:39.799 build this into the DNA of your organization, you're going to be light years 226 00:15:39.840 --> 00:15:43.759 ahead. So that's really enabling, and not just the prospect. Then once 227 00:15:43.799 --> 00:15:48.320 they become customers. And then, last but not least, is support. 228 00:15:48.440 --> 00:15:52.799 Right. Are you there to help your customers when they need it? Because 229 00:15:52.840 --> 00:15:56.240 not everything's always going to go perfect and a lot of the Times this support 230 00:15:56.279 --> 00:16:00.000 and service, which you know, you could argue could be part of enablement, 231 00:16:00.039 --> 00:16:04.799 but I still look at enablement as more as process and automation and support 232 00:16:04.879 --> 00:16:10.159 is right. Really how do we service our customers? And what I kind 233 00:16:10.159 --> 00:16:12.639 of refer to a second ago is back to the sales cycle man. If 234 00:16:12.679 --> 00:16:18.159 you could develop some really passionate customers about your service and your business, they're 235 00:16:18.159 --> 00:16:22.039 going to help you sell right, they're going to make the referrals, they're 236 00:16:22.120 --> 00:16:25.960 going to talk about it on social and other areas, which just makes your 237 00:16:25.960 --> 00:16:30.919 life so much easier when you're trying to get back in and grow new business. 238 00:16:30.960 --> 00:16:34.000 So usually I can lestly, I can talk about this for about hours. 239 00:16:34.000 --> 00:16:38.360 So I think that was my five minute overview. So if you've you 240 00:16:38.399 --> 00:16:42.000 got any questions, please fire away. Oh No, I think this is 241 00:16:42.039 --> 00:16:45.879 so great. I think I think my favorite part of this is really the 242 00:16:45.919 --> 00:16:52.200 connect factor, because it's kind of making yourself almost go to for that specific 243 00:16:52.440 --> 00:16:56.759 area. You know it's you're not really targeting, but you're just making yourself 244 00:16:56.759 --> 00:17:00.919 you know, you're providing value, you're making yourself available, and I think 245 00:17:00.919 --> 00:17:03.359 that's so important. Yeah, no, a hundred percent. Yeah, because 246 00:17:03.359 --> 00:17:07.680 if you can't connect with folks, you really don't need to enable and we're 247 00:17:07.720 --> 00:17:11.160 support them because you're not getting them through the the through the pipeline. And 248 00:17:11.240 --> 00:17:14.319 you know, even that's why these are all interconnected. And, like I 249 00:17:14.359 --> 00:17:17.799 said, I start from the alignment because if you can't get the messaging right, 250 00:17:17.839 --> 00:17:21.160 it's going to get your to have trouble connecting and you can't connect, 251 00:17:21.160 --> 00:17:22.559 then it's even harder to enable. But on the flip side, I would 252 00:17:22.559 --> 00:17:27.200 say if you miss mishandle the enablement aspect of it, your churn rates going 253 00:17:27.240 --> 00:17:30.920 to go up much higher. You may not even get as you know, 254 00:17:30.960 --> 00:17:33.839 the close rate is high as you want because the process wasn't easy for the 255 00:17:33.839 --> 00:17:38.240 buyer. So that's why I go back to it's just not about to managin 256 00:17:38.279 --> 00:17:41.960 and this is kind of how I think about growth, with demand jend kind 257 00:17:41.960 --> 00:17:47.359 of being the engine. But unless you get all four parts working, you're 258 00:17:47.400 --> 00:17:48.960 not going to you're gonna have to work twice as hard to get to the 259 00:17:48.960 --> 00:17:53.559 same revenue goals. Absolutely, and to anyone WHO's working in a start up 260 00:17:53.640 --> 00:17:56.960 or scaleup organization and is listening to this and thinking, man, I really 261 00:17:57.119 --> 00:18:02.519 want to implement a demand Gen strategy into my business, but maybe they don't 262 00:18:02.599 --> 00:18:06.200 have the resources, they don't have a specific person to sit in that role, 263 00:18:06.839 --> 00:18:08.400 would you point them back to this framework and say, Hey, this 264 00:18:08.480 --> 00:18:11.640 is where you need to start. You know you have to start with a 265 00:18:11.720 --> 00:18:15.400 line, or would you point them in a different direction? On where exactly 266 00:18:15.400 --> 00:18:21.160 would you start building that demand Gen strategy? Yeah, no, it's a 267 00:18:21.200 --> 00:18:22.680 great question, but it did. You know, this framework really works for 268 00:18:22.759 --> 00:18:26.680 businesses of all sizes. Right. So, if you think about those four 269 00:18:26.680 --> 00:18:30.000 pieces at it, enterprise or legacy company that's been in business for thirty years, 270 00:18:30.039 --> 00:18:33.640 they'd have a lot of work to do, probably mostly around the connect 271 00:18:33.640 --> 00:18:37.920 in the enable piece of it to do it efficiently. And you know the 272 00:18:37.960 --> 00:18:41.000 one of the things that I look at from a growth stage. So the 273 00:18:41.000 --> 00:18:45.519 early stage of a startup it's the founder and it's founder led selling. The 274 00:18:45.559 --> 00:18:49.000 founder probably or the CO founders, are doing everything. But this framework still 275 00:18:49.039 --> 00:18:52.680 makes sense right as you're starting to test your own messaging. Now you're not 276 00:18:52.720 --> 00:18:57.720 going to have super documented processes or automation at this point in time, but 277 00:18:57.920 --> 00:19:02.400 if you think about it the same way, you still want to start building 278 00:19:02.480 --> 00:19:06.799 this into the DNA. So yeah, I highly encourage folks, even if 279 00:19:06.839 --> 00:19:11.960 it's not super deep, initially start with this framework because one of the the 280 00:19:11.039 --> 00:19:15.640 challenges that I found with the the companies that do start to move from start 281 00:19:15.720 --> 00:19:19.359 up to scale up is there scrambling to get processes in place or who are 282 00:19:19.359 --> 00:19:22.559 the folks that are going to do certain things? And, like I said, 283 00:19:22.559 --> 00:19:26.079 if you start with kind of the the general high level process, you 284 00:19:26.079 --> 00:19:30.640 can worry about who's going to do what later. I wouldn't spend days weeks 285 00:19:30.680 --> 00:19:34.839 documenting processes when it's, you know, a founder and it maybe a couple 286 00:19:34.920 --> 00:19:41.000 folks. But my I guess my advice is don't wait until you're really moving 287 00:19:41.000 --> 00:19:45.519 through the growth phase to try to get this these pieces into place. HMM. 288 00:19:45.519 --> 00:19:48.440 That's really really good advice, because I feel like so many times people 289 00:19:48.480 --> 00:19:51.279 are like, well, we're growing and we're getting there and we're not quite 290 00:19:51.279 --> 00:19:52.920 ready to roll this out yet and we're not quite ready for this framework. 291 00:19:52.960 --> 00:19:56.359 But kind of just starting where you're at, as you are. Like you 292 00:19:56.400 --> 00:20:00.000 said, this works for for all sizes, so that's g great. Yeah, 293 00:20:00.039 --> 00:20:03.119 you can only pave the road as you're driving for so long before you 294 00:20:03.200 --> 00:20:07.079 run off the road. Right, that's not mine. I forget who I 295 00:20:07.160 --> 00:20:11.720 got. I should be able to back to somebody, but I use that 296 00:20:11.799 --> 00:20:14.400 all the time because we all we're all guilty of it. It do a 297 00:20:14.400 --> 00:20:18.160 certain extent. You have to, but you know, think about what the 298 00:20:18.519 --> 00:20:22.279 crew is you need, you know, as you start to drive faster. 299 00:20:22.400 --> 00:20:26.400 Absolutely, and another question I had for you, kind of going off on 300 00:20:26.440 --> 00:20:30.759 a different path here, is how can startups get demandagin wrong? We talked 301 00:20:30.759 --> 00:20:33.000 about this a little bit, but I wanted you to dive into that a 302 00:20:33.000 --> 00:20:37.400 little bit more. Yeah, I think the number one thing is when your 303 00:20:37.440 --> 00:20:44.079 outreach and connecting is is trying to sell hm. Right, those days of 304 00:20:44.200 --> 00:20:48.119 the used car salesman saying by now, by now, it just doesn't it's 305 00:20:48.160 --> 00:20:52.000 not going to work. And I think if you take that the value first 306 00:20:52.000 --> 00:20:55.359 mindset, right, how do we provide good content? You know, the 307 00:20:55.400 --> 00:20:57.279 customers are going to tell you when, when they're ready, and I still 308 00:20:57.279 --> 00:21:02.640 think that is the number one that. You know, trying to sell too 309 00:21:02.720 --> 00:21:07.359 quickly and only, and then to leading with with features and benefits. Right, 310 00:21:07.440 --> 00:21:12.599 you've got precious marketing dollars that you're using and hours that you're using, 311 00:21:12.640 --> 00:21:15.960 and if you're going out to folks say hey, look at my newest technology 312 00:21:17.039 --> 00:21:21.359 or look at these features and benefits, and the customer does not care, 313 00:21:21.440 --> 00:21:23.880 right, they don't care about their features and benefits. So you kind of 314 00:21:23.880 --> 00:21:27.920 flip that switch and think about what are the problems you're solving for these customers? 315 00:21:29.039 --> 00:21:30.920 Right, super simple. What are the problems you're solving? How do 316 00:21:30.960 --> 00:21:34.119 you solve them and how do you solve them differently? And I think if 317 00:21:34.160 --> 00:21:38.240 you take that approach into the market with demand Jents, which is kind of 318 00:21:38.279 --> 00:21:42.319 counter to demand, because I think everybody thinks that demand Jen is no new 319 00:21:42.359 --> 00:21:48.599 business now and until you're established it's going to be really hard because if people 320 00:21:48.640 --> 00:21:51.599 don't know you or they don't know they have a problem, you're going to 321 00:21:51.640 --> 00:21:56.680 have really hard time selling them. So yeah, I'd not say any can 322 00:21:56.680 --> 00:22:02.599 happen, but I think those are the two biggest pieces that startups and even 323 00:22:02.680 --> 00:22:07.240 enterprise spend too much time on. That's great bread. This has been so 324 00:22:07.359 --> 00:22:10.640 insightful. Thank you so much for joining me today and talking about this framework. 325 00:22:10.680 --> 00:22:12.400 I think this is going to be huge for so many companies who are 326 00:22:12.440 --> 00:22:17.680 looking to implement a new demand gin strategy and I'm really excited about it. 327 00:22:17.759 --> 00:22:22.720 So where can people listening to this find you online if they're interested in hearing 328 00:22:22.720 --> 00:22:25.880 more from you? Yeah, I mean the easiest place. I'll give you 329 00:22:25.920 --> 00:22:29.960 too is, you know, Brett trainercom. My website connects to everything. 330 00:22:30.079 --> 00:22:36.160 It's just Brett T ai Andr so right, triple t trainer, and then 331 00:22:36.200 --> 00:22:38.359 on Linkedin. I'm more than happy to connect with folks and you know, 332 00:22:38.400 --> 00:22:41.359 like I said, we got a lot of good free content and I'm happy 333 00:22:41.400 --> 00:22:45.839 to have a conversation with anybody that just wants to talk about to Managin and 334 00:22:45.880 --> 00:22:52.680 growth, especially in the they really stage BB companies. B Tob growth is 335 00:22:52.720 --> 00:22:55.599 brought to you by the team at sweet fish media. Here at sweet fish 336 00:22:55.680 --> 00:22:59.400 we produce podcasts for some of the most innovative brands in the world and we 337 00:22:59.440 --> 00:23:03.599 help them turn those podcasts into Microvideos linkedin content, blog posts and more. 338 00:23:03.599 --> 00:23:07.599 We're on a mission to produce every leader's favorite show. Want more information, 339 00:23:07.680 --> 00:23:11.000 visit Sweet Fish Mediacom