Transcript
WEBVTT
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Yeah. Mhm.
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What's up everybody? Welcome back to
BTB Growth. I'm Leslie Cruise with
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Sweet Fish Media and today we are
continuing our deep dive into demand
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generation. I'm really, really excited
to have joining me Brett trainer, host
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of BTB founder, a weekly podcast
focused on helping BTB founders and
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owners go from a startup to scale up
Brett, thanks so much for joining me on
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GDP growth today. Lastly it's my
pleasure. You know, I'm a big fan of
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this show, so happy to be here and this
is our first time talking, I think this
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is a repeat visit for me to that to the
program, but you know excited to be
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here and to I have to give a little bit
of a shout out that you were one of the
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folks that really helped me get the
podcast up and running Back in the day
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100-plus episodes ago. So thank you for
that as well. Yeah, I'm so excited to
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have seen how much your podcast has
grown, which is why I really wanted to
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talk to you today because it's cool to
see, you know, how you have helped so
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many founders go from start up to scale
up and so I'm really excited and as you
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know, we're talking about demand
generation today, so I'm curious before
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we get a little too deep here in your
own words, how would you define demand
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generation? Yeah, it's funny, I think
over the past five years it's really
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changed. I used to run a demand
Generation team, but I think, you know,
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part of it now is you have to look at
demand gen as an organizational
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approach, right? And it can't just be
paid facebook ads, it's going to divide
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demand. It's really got to be an
organizational approach to connecting
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with, connecting with your prospects.
And I think one of the biggest things
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that shifted and rightfully so is kind
of, you know, turning the script a
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little bit and thinking less about
selling right, and more about how do we
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enable our buyers? Right, So are we
targeting with problems that we're
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solving our, we still leading with
features and benefits and and how good
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we are? So to me that's the biggest
thing, it's just not uh you know, play
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customer experience is no longer just
customer service, it's it's
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organizational, I think the same things
applying to demand generation. Yeah,
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absolutely, and you kind of leaned into
this little, but one of my favorite
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things you've talked about lately on
your lengthen um is actually growth as
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a mindset. And I do want to talk about
that because I think it's something
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that's so important in this industry
and You know, something I feel a lot of
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B2B marketers tend to get wrong is
focusing on growth from more of a sales
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perspective rather than a buyer's
perspective. Uh, so what would you say
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is so important about shifting that
focus? Yeah, I think that's, it's a
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great point and so true because you
know, a stat I read not too long ago,
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which surprised me, I haven't seen it
earlier, is that, you know, at any
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given moment, only three of your ideal
fire is actually in by now mode. So
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that means if you're looking at demand
gen in the traditional sense is more
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transactional, I would say, right, so
how do we connect with somebody and get
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them to buy our stuff? And I think if
you change that to a growth mindset and
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say, hey look, not all of this is going
to happen today, he would be great if
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we could connect with those 3% and get
him to buy tomorrow. But the reality of
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the situation, it's a longer game and
so demand gen has got to be broken into
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kind of those different parts and I
think it must be organization,
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especially in a startup, doesn't think
about it from a growth perspective or a
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growth mindset versus a transactional
mindset, you know, it's gonna be a
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really long road to achieve their goals
and growth goals. Yeah, something you
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said another time was, I think it's in
your linked in profile is change is
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inevitable, growth is optional and I
just, I love that because it's so, so
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accurate in this specific field. Yeah,
no, I think it absolutely is. And you
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know, one of the things that drew me
back into the start up world a number
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of years ago was, you know, growth in
the startup in B two B. Not even growth
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in the start up growth in the B two B
space is very nuanced, right? It's just
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not you can't just do one thing like a
direct consumer on a website yourself,
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you connect with this customer, they
buy your product, right? I mean you've
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got Multiple buyers typically, right,
when you're selling in the B2B space,
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you've got the timing issue, you know,
they may not be aware of the product or
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solution that you have. So it becomes
very nuanced and you know, that's why I
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you know, change is going to happen.
Your buyers preferences are going to
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change and if you don't have the
ability to shift, you know, you're
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gonna have a hard time, you know,
staying the port and keep growing. I
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think we're seeing a lot of companies
now when the digital or the pandemic
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hit, having trouble connecting. We're
in a digital first world. So you know,
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like said change is gonna keep
happening. I think it's gonna keep
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happening more and more rapidly. So how
do we embrace that to get to the growth?
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Absolutely. What is something that you
think B2B marketers in this industry
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need to stop doing? Yeah. I think the
biggest one and I've been on the
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soapbox for a while is talking about
the sales and marketing alignment,
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right? So if you're a younger growing
organization, you don't have those
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silos in place yet and it really has to
be um like I said, I wouldn't
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necessarily lead with marketer, but I'm
thinking from a growth perspective, you
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know, think about it. How do I connect
with my prospects? Where are they?
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Right. We've seen the preferences
changing. They like to do the research,
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right. They want to be able to solve
their own problems and guess what
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they're going to vet you before they
even talk to you. So I think taking
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back to what we originally talked about
more of a buyer enablement approach is
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going to enable you to better not only
connect because I think one of the
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bigger, bigger issues between the sales
and marketing is, you can't look at it
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as a handoff. Right? So if we think
about it from back to buyer enablement,
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which is becoming a theme that hey, the
prospect, yeah, they found your content
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somewhere on linked in or on the
website or a referral or a customer and
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they're checking it out and now they're
raising their hand and say, hey, I'd
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like to chat with somebody too many
small businesses. And I would even say
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Legacy and enterprise companies
struggle with helping that process or
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prospect through the buying process
right too often. We define it on our
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terms as the, the company, right? Hey,
this is our sales process. This is, you
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know how we do demos. If you flip that
switch and think about it and map it
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back from how the buyer wants to buy,
you're going to take a lot of friction
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out of the process. I know a little
attention there that ask your question.
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Yeah, No. Yeah. I think that sales and
marketing alignment is really important.
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It's something I've been learning a lot
about because it's something that
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people just don't think about, but it
really is so simple just to look
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internally and it's, it's really an
organizational fix. And you know, that
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conflict kind of comes from, I mean, it
could be something so simple as having
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sales and marketing get together and
really defining the leads. I mean, just
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going back to, you know, step one, like
what, what is a lied to us. And I think
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that's why there's so much conflict
there. And I would even take that even
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a step further and say there are no
there is no such thing as a marketing
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qualified lead. Now, this is my humble
opinion that you write, either the
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buyer is ready to buy, so it's all
intent, Right? So, you know, I may come
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to your website, download a couple of
white papers, you know, fill out and
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sign up for your newsletter. That
doesn't mean I'm ready to buy. I
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haven't raised my hand and said, yeah,
let's engage. Right? So don't force
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your prospects through the buying
process. And I think even just going
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back, So, you know, I came from the
sales world initially. So you know,
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it's kind of, it's been a mindset shift
for me, right? Because sales used to be
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the driver for a lot of organizations
and specifically around revenue growth.
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We can get into, you know, expansion
and retention and how do you keep your
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current customers? But from a new
business perspective, I think if you're
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leading with sales and using that as a
cold outreach, you know, I I look at
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his sales as a hand to hand combat,
right? So each sales rep can do really
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well. And if you have good sales rep,
guess what? They're gonna hit their
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quota. They're going to do well. But I
wouldn't bet my growth of a company on
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that strategy, right? Because that you
can have 100 people having to hit their
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quota. And if you see the, you know,
the data doesn't support that, that
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many are hitting it. So I think that's
why it's got to switch to more of a
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digital first and then having the right
resources available when that customer
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prospect raises their hand to to engage
with you. So one of the things I advise
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my clients is don't even think of it
that way. Let's think about, hey, the
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prospects out there, if they message
somebody from linkedin or drop us a
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note, you know, how do we respond to
that? And in the way again, encourage
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them to think about think of your, your
first level human content is kind of
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the caceres helped them through that
buying process, right? You don't want
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to necessarily hit the sales switch
immediately because you're going to
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turn them off and you usually only have
one chance. Now that's not to say that
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there is not a point for for sales reps,
right? Enterprise selling. Absolutely.
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You need those talented folks. And I
would also argue that as you're getting
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close and the customer is definitely
interested in asking for that customers
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business. You know, not everybody is
cut out for it. So I think it just
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again comes back to that mindset and
how do you map to align with the
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customer or the prospect and have the
right human touch? Where where it makes
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sense? I mean that is the only way
you're gonna scale a business yet to
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see anybody do it otherwise. So
hopefully it made sense. No, that's
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okay. I love it. And this actually
segues really well. Kind of talking
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about going start up to scale up. You
and I were talking previously about a
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four point framework and I was
wondering if you would dive into that a
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little bit with for our listeners. Yeah,
absolutely. And we already covered
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pieces of it. But you know, this is
something that I've been using for
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quite a while, but finally wrote it
down and documented and kind of
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formalized it. But this goes back to be,
to be growth is very nuanced. And what
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this framework allows for is to plan
for for each of those areas. And, you
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know, an easy way to remember is Aces
Right? A C E S. I know I didn't fit the
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words to fit the acronym that just
happened to work out that way. But uh,
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you know, a is is the is the initial,
it's the alignment and the way I like
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to to kind of outlined this. It's it's
really around your messaging and
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positioning and making sure one your
message, right, What your offer is
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aligned with who you're serving, right?
If your offer and solution isn't
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aligned with what your ideal customers
are buying or if your customers change,
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you know, to making sure those two
things are aligned. But a lot of
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companies probably get that right. But
the third piece of the alignment is,
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you know, your company's why can almost
do a whole segment on, you know, why
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are we in business? I know Sweet Fish
does a really good job of articulating
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that. But important internally is to
make sure those three. So your company,
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why you're offering and your customers
need to align because if there's, you
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know, misalignment or a mismatch, then
you're creating friction and it's going
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to be really hard to connect with those
prospects. So, you know, I said, we
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could do almost an episode on this
piece of it. But if you can't get that
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part right, you know, then when you get
into the execution aspect of it, you're
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already at a disadvantage. So I really
encourage folks to take the time to go
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through this. So let's assume we've got
that, we've got our message. Everything
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is aligned organization, we're ready to
go. It's like how do we execute and
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instead of the seventh step buyer
journey and all these other things,
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which I'm a fan of, you know, I broke
it into, you know, really three pieces.
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The first is being connect, Right? How
are we going to connect with those
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prospects? We talked about a little bit
at any given point, only three are
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actively buying, which means you need
to be out there with, you know, content
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first, right against Sweet fish, does a
really good job between linked in the
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podcast content providing a ton of
value to potential future customers. So
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it's really using that hockey analogy
that how we're going to be there for
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customers when they're ready for us,
right? You can't be always chasing or
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pushing. It's just not a good long term
strategy. I think again, the new world
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order is organic, and S. C. O. Are
still critical because customers are
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searching for solutions and I'll come
back to tie to the new business after
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that. So, that's really the connect.
All right, So how are we going to
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connect with our our new prospects? The
second is enablement. Right? I've
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talked about that a couple times
already is. Alright, so somebody's
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raised their hand. How do we get them
through that process? Right with this
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minimal time and friction and possibly
get into that buying decisions. So,
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changing the mindset from sales,
enablement to buy our enablement but
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don't stop there. So, if we talk about
enablement, we bring somebody on board
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and then are we enabling our customers
to unlock the value of our offering
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without being too cliche But many
companies make the mistake Alright. We
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sold them. Let's throw them over the
fence. You know, we've got an on
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boarding team and maybe a customer
successor account management. Very few
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companies still have a plan, so if
you're in the start up phase and you
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can build this into the DNA of your
organization, you're going to be light
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years ahead. So that's really enabling
and not just the prospect, then once
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they become customers and then last but
not least is support right, are you
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there to help your customers when they
need it Because not everything is
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always going to go perfect and a lot of
the times this support and service
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which you know you could argue could be
part of enablement but I still look at
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enablement as more as processed and
automation and support is really how do
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we service our customers and what I
kind of refer to a second ago is back
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to the sales cycle man, if you could
develop some really passionate
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customers about your service and your
business, they're going to help you
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sell right, they're gonna make the
referrals, they're going to talk about
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it on social and other areas, which
just makes your life so much easier
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when you're trying to get back in and
grow new business. So usually I can
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Leslie, I can talk about this for about
hours. So I think that was my five
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minute overview. So if you've got any
questions please fire away. Oh no, I
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think this is so great. I think I think
my favorite part of this is really the
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connect factor because it's kind of
making yourself almost go to for that
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specific area. You know, you're not
really targeting, but you're just
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making yourself, you know, you're
providing value, you're making yourself
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available and I think that's so
important. Yeah, no 100%. Yeah, because
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if you can't connect with folks, you
really don't need to enable and we're
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supporting because you're not getting
them through the through the pipeline.
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And, you know, even though that's why
these are all interconnected and like I
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said, I start from the alignment,
because if you can't get the messaging
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right, it's gonna, you're gonna have
trouble connecting and if you can't
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connect, then it's even harder to
enable. But on the flip side, I would
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say, if you miss mishandle the
enablement aspect of it, your turn
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rates going to go up much higher or you
may not even get as, you know, the
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close rate, as high as you want because
the process wasn't easy for the buyer.
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So that's why I go back to, it's just
not about demand jin and this is kind
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of how I think about growth with demand,
jin kind of being the engine, but
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unless you get all four parts working,
you're not gonna, you're gonna have to
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work twice as hard to get to the same
revenue goals. Absolutely. And to
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anyone who's working in a start up or
scale up organization and is listening
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to this and thinking, man, I really
want to implement a demand jin strategy
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into my business, but maybe they don't
have the resources, they don't have a
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specific person to sit in that role.
Would you point them back to this
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framework and say, hey, this is where
you need to start, you know, you have
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to start with a line or would you point
them in a different direction on where
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exactly would you start building that
demand gen strategy? Yeah, it's a great
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question. But you know, this framework
really works for businesses of all
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sizes. Right? So if you think about
those four pieces at an enterprise or
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legacy company that's been in business
for 30 years, they have a lot of work
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to do, probably mostly around the
connect and the enabled piece of it to
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do it efficiently. And you know, the
one of the things that I look at from a
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growth stage, so the early stage of a
startup, it's the founder and its
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founder led selling. The founders
probably are the co founders are doing
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everything, but this framework still
makes sense. Right? As you're starting
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to test your own messaging now, you're
not going to have super documented
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processes or automation at this point
in time, but if you think about it the
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same way you still want to start
building this into the D N A. So, you
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know, I highly encourage folks, even if
it's not super deep, initially start
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with this framework. Because one of the
challenges that I found with the
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companies that do start to move from
start up to scale up, is there
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scrambling to get processes in place or
who are the folks that are going to do
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certain things? And like I said, if you
start with kind of the general high
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level process, you can worry about
who's going to do what later. I
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wouldn't spend days or weeks
documenting processes when it's, you
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know, the founder and it may be a
couple of folks, but I guess my advice
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is don't wait until you're really
moving through the growth phase to try
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to get this these pieces into place.
That's a really, really good advice
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because I feel like so many times
people are like, well we're growing and
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we're getting there and we're not quite
ready to roll this out yet and we're
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not quite ready for this framework, but
kind of just starting where you're at
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as you are, like you said, this works
for all sizes, so that's great. Yeah,
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you can only pave the road as you're
driving for so long before you run off
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the road, right, That's not mine, I
forget who I should be able to get back
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to somebody, but I use that all the
time because we're all we're all guilty
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of it and do a certain extent, you have
to, but you know, think about what the
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crew is you need as you start to drive
faster. Absolutely. And another
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question I had for you kind of going
off on a different path here is how can
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start ups get demand jin wrong. We
talked about this a little bit, but I
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wanted you to dive into that a little
bit more. Yeah. I think the number one
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thing is when your outreach and
connecting is trying to sell right
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those days of the used car salesman
saying, bye now, bye now, it just
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doesn't, it's not gonna work. And I
think if you take that, the value first
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mindset, right? How do we provide good
content? You know, the customers are
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going to tell you when, when they're
ready. And I still think that is the
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number one that, you know, trying to
sell too quickly and only and then two
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leading with, with features and
benefits, right? You've got precious
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marketing dollars that you're using and
hours that you're using. And if you're
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going out to folks say, hey, look at my
newest technology or look at these
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features and benefits and the customer
does not care. They don't care about
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their features and benefits. So you
kind of flip that switch and think
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about what are the problems you're
solving for these customers? Right.
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Super simple. What are the problem
you're solving? How do you solve them
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and how do you solve them differently?
And I think if you take that approach
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into the market with demand gents,
which is kind of counter to demand.
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Cause I think everybody thinks that
demand gen is no new business now and
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until you're established, it's gonna be
really hard because people don't know
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you or they don't know they have a
problem. You're gonna have a really
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hard time selling them. So yeah, I'm
not saying it can happen, but I think
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those are the two biggest pieces that
start ups and even enterprise spend too
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much time on. That's great, Brett this
has been so insightful. Thank you so
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much for joining me today and talking
about this framework. I think this is
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gonna be huge for so many companies who
are looking to implement a new demand
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gen strategy and I'm really excited
about it. So where can people listening
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to this, find you online if they're
interested in hearing more from you?
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Yeah, I mean the easiest place I'll
give you two is, you know, Brett
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trainer dot com. My website connects to
everything. It's just B R E T T T A I N
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00:20:25.040 --> 00:20:29.050
O R so triple T trainer and then on
linkedin, I'm more than happy to
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connect with folks. And you know, I
said, we got a lot of good free content
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and I'm happy to have a conversation
with anybody that, that just wants to
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talk about demand gen and growth,
especially in the early stage B to B
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companies. Absolutely. And I'm an
advocate for that as well bred is very
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knowledgeable. So if you're listening
to this and you're wondering where to
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go next, definitely check out breaths
podcast to be founder. It is incredible.
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00:20:52.180 --> 00:20:56.220
So Brett thanks so much again for
joining me on GDP growth. Thank you
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Leslie. It's always fun.
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Okay. Is your buyer at BBB marketer? If
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