125: How to Stay Relevant by Leveraging Intent Data

April 26, 2022 00:38:07
125: How to Stay Relevant by Leveraging Intent Data
B2B Revenue Acceleration
125: How to Stay Relevant by Leveraging Intent Data

Apr 26 2022 | 00:38:07

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Show Notes

In the midst of rapid digital transformation, old school marketing and sales strategies are no longer effective. In fact, they’re probably driving your customers away.

In this exciting conversation with Latané Conant, CMO at 6sense, we’ll get her unique perspective on how best to approach your business development tactics.

After joining 6sense in 2018, our guest had something of an epiphany. Why cold call and force prospects to fill out endless forms when we can leverage the vast quantity of data we already have?

She decided to test her methodology, and it’s an experiment that’s paid off with a valuation of over $5 billion and consistent, sustainable growth.

Check out the full episode to learn how you can use intent data to reach new heights of revenue.

More information about Latané and her groundbreaking work:

To hear this interview and many more like it, subscribe to B2B Revenue Acceleration on Apple Podcasts, Spotify, our website, or anywhere you get podcasts.

View Full Transcript

Episode Transcript

WEBVTT 1 00:00:00.040 --> 00:00:05.960 You were listening to be tob revenue acceleration, a podcast dedicated to helping software 2 00:00:06.000 --> 00:00:10.160 executive stay on the cutting edge of sales and marketing in their industry. Let's 3 00:00:10.199 --> 00:00:13.759 get into the show. Hi, welcome to be to be a reven new 4 00:00:13.800 --> 00:00:17.920 acceleration. My name is an Amoutier and I'm here today with Lettny Convent, 5 00:00:18.320 --> 00:00:23.280 Cemo at six cents. Are You doing today? I'm amazing. Thanks for 6 00:00:23.359 --> 00:00:27.239 having me on the show, but a snaps with pleasure. So today we'll 7 00:00:27.280 --> 00:00:32.320 be speaking about as Zel teams and ill can be best liverage inten data. 8 00:00:32.399 --> 00:00:35.320 But before we get started, would you mind just introducing y'all, said very 9 00:00:35.320 --> 00:00:38.479 briefly, to all agience and tell us everything we should know about you? 10 00:00:39.000 --> 00:00:43.240 Oh Gosh, there's not. It's not that exciting, but my name is 11 00:00:43.320 --> 00:00:48.960 Yeah Letn Conan and I'm the chief market officer at six cents and we are 12 00:00:49.000 --> 00:00:53.759 a leading revenue platform that sales and marketing teams, as well as bed. 13 00:00:53.880 --> 00:00:59.640 Our team's work in to really take the guess work out of their prospecting and 14 00:00:59.640 --> 00:01:04.719 their marketing and they're selling. And I've been here quite a while in you 15 00:01:04.760 --> 00:01:10.599 know, startup land or startup world, almost four years. So that's like 16 00:01:10.680 --> 00:01:14.159 dog gears. I suppose. Some time. Yeah, long time, and 17 00:01:14.439 --> 00:01:17.599 before sixth cents, I was at a company called a Perio, which was 18 00:01:17.640 --> 00:01:21.760 more of a professional services company, and I was a GM I was a 19 00:01:21.760 --> 00:01:26.120 global marketing leader. So a lot of times when I talk I say I'm 20 00:01:26.159 --> 00:01:32.719 a recovering salesperson who's now good. So I've actually worked as a sells person. 21 00:01:32.879 --> 00:01:37.000 As Davidea, where you a what sort of sales position of you've been 22 00:01:37.319 --> 00:01:42.920 involved into. Yeah, I've been an account manager, I've been a frontline 23 00:01:42.040 --> 00:01:48.560 seller, I've been a sales manager and then you know GM, which is 24 00:01:48.799 --> 00:01:53.159 has the profit and loss as well. Yeah, but I just really love 25 00:01:53.239 --> 00:02:00.719 marketing and actually today what's interesting is in the way worse setup is the bedrs 26 00:02:00.799 --> 00:02:06.959 and SDRs do report to me. Obviously it's a it's a pretty shared relationship 27 00:02:06.959 --> 00:02:12.599 with sales and making sure we've got the right career pathing and getting them graduated 28 00:02:12.639 --> 00:02:15.879 into being sellers, but they do fall under under marketing and in our structure 29 00:02:15.879 --> 00:02:21.159 and and I see that about fifty percent of the time. Yeah, well, 30 00:02:21.159 --> 00:02:24.120 we we actually did a study that so logogo with a company called ten 31 00:02:24.159 --> 00:02:29.000 pounds and in fact, I think in the study, I don't want to 32 00:02:29.199 --> 00:02:30.039 don't qut me on that, but I think he was. Of Us, 33 00:02:30.080 --> 00:02:34.879 sixty percent reporting two cells, and I was a little bit shocked by that, 34 00:02:35.240 --> 00:02:38.120 particularly when you know that most of them I actually following UPLITZ created by 35 00:02:38.199 --> 00:02:42.000 marketing. I would have said that, you know, as you're following lips, 36 00:02:42.199 --> 00:02:45.520 it's created by marketing. You should be closed or to marketing that you 37 00:02:45.560 --> 00:02:47.280 would be to sells. But I do like what you are saying about Kara 38 00:02:47.360 --> 00:02:52.800 pathing, because that's super important. You know, the shell life of those 39 00:02:52.879 --> 00:02:55.479 videas. They all seems to be reducing every day by your mouths. And 40 00:02:55.800 --> 00:03:00.599 after Australians they want to promotion. So it's juice. Do Lots of promotion. 41 00:03:00.759 --> 00:03:05.120 You have like a an active Cara Path. We do, and I 42 00:03:05.159 --> 00:03:07.960 mean I'm pretty so. I think it even starts in the interview process, 43 00:03:08.039 --> 00:03:12.560 right. So if you don't want to move into sales, like, if 44 00:03:12.560 --> 00:03:17.800 you're not if that's not your goal, then we basically you're you're not a 45 00:03:17.840 --> 00:03:22.479 candidate, a good candidate for us. So I think it's important just from 46 00:03:22.520 --> 00:03:29.759 the get go to set the expectation that you will move to sales and I 47 00:03:29.800 --> 00:03:32.680 sort of make the joke that, you know, this isn't your parents house. 48 00:03:32.919 --> 00:03:37.000 You know, you can't come home anytime you want. You can't live 49 00:03:37.039 --> 00:03:42.759 with me forever like you're you know, in thirteen to eighteen months you got 50 00:03:42.759 --> 00:03:45.840 to be out, and so I think it's just some of that that, 51 00:03:45.879 --> 00:03:50.520 you know, the expectation around saying like hey, I want to graduate you, 52 00:03:51.000 --> 00:03:54.479 and then, you know, working very closely with the teams that they 53 00:03:54.479 --> 00:04:00.360 will graduate, you know, logically graduate to. It is is really in 54 00:04:00.360 --> 00:04:03.560 an important part and I think that's the art. Typically, the argument to 55 00:04:03.599 --> 00:04:08.879 have them in sales is the career pathing. The argument to have them in 56 00:04:08.960 --> 00:04:13.639 marketing is when you think about the activities that they're doing and the need to 57 00:04:13.719 --> 00:04:19.240 like really give customers an Omni channel experience and have the right content and have 58 00:04:19.319 --> 00:04:25.399 the right message and have all the SLAS. That's the argument to have them, 59 00:04:25.439 --> 00:04:27.839 you know, in marketing. So you just have to be able to 60 00:04:27.879 --> 00:04:31.839 cover both, no matter where they live from an organization perspective. Yeah, 61 00:04:32.000 --> 00:04:35.519 I love what you're saying about the carry path and completely agree with you. 62 00:04:35.519 --> 00:04:39.839 In fact, we've got a very we've got a different analogy saying, well, 63 00:04:39.839 --> 00:04:42.720 look, opporatis is not a jail, it's not the parents. Also 64 00:04:42.720 --> 00:04:46.720 we got little bit more extreme. But we are very big on the carrier 65 00:04:46.759 --> 00:04:50.439 path and we also help. You know, sometimes because of the nature of 66 00:04:50.480 --> 00:04:56.040 the company, we are our carrier path and to be more towards operation. 67 00:04:56.079 --> 00:04:59.800 So people who are as Dr bed and then want to become a manager of 68 00:04:59.879 --> 00:05:02.439 a as Davidia team. But we've got to shoot that wants to become a 69 00:05:03.040 --> 00:05:06.040 and if they want to become a cond executive, we don't really have a 70 00:05:06.120 --> 00:05:10.800 ton of forwards in ourselves team. So they can want to join a Vendo 71 00:05:11.000 --> 00:05:14.439 and we are currently walking on setting up APLEANIMIN. In fact we've got a 72 00:05:14.439 --> 00:05:17.279 shot guinea pigs laying up. Well, we know that a good vendors people 73 00:05:17.319 --> 00:05:23.639 at developed talents, because not every single organization of your mindset, not every 74 00:05:23.680 --> 00:05:28.360 single organization wants to have people that they would accept to have a junior ae 75 00:05:28.399 --> 00:05:31.240 that made support for stream on six months. Lots of organization. They just 76 00:05:31.240 --> 00:05:34.600 want could a carrying people. You do it, you swim or you you 77 00:05:34.759 --> 00:05:40.639 sing, basically. So I think it's very refreshing to wear which you've got 78 00:05:40.639 --> 00:05:43.680 in place, guys, and super exciting. But just coming back to the 79 00:05:43.720 --> 00:05:47.959 conversation. But it also is makes sense right because it is on a ramp 80 00:05:48.079 --> 00:05:54.240 or the most expensive they can really, really hurt your cost structure. So 81 00:05:54.360 --> 00:05:59.319 for us, the more that we know that we can get people in as 82 00:05:59.360 --> 00:06:03.000 an MDA, are as an str, as a Bedr, they learn our 83 00:06:03.040 --> 00:06:09.160 process, hmm, which and you know, and the process they learn as 84 00:06:09.199 --> 00:06:15.759 a Bedr MDR carries forward to the process that they also use as an AE. 85 00:06:15.800 --> 00:06:19.240 And then what we've done is, you know, we actually have a 86 00:06:19.240 --> 00:06:26.399 commercial segment that is sells a more simplified product and it's, you know, 87 00:06:26.480 --> 00:06:30.040 a lower price point. It's more of a volume and velocity model. So 88 00:06:30.079 --> 00:06:33.759 it's not like we're saying, you know, it's a natural graduation, which 89 00:06:33.759 --> 00:06:39.439 I think is critical to make it successful. And if I'm, you know, 90 00:06:39.480 --> 00:06:43.160 the head of sales for the commercial model Mac, his name is Michael 91 00:06:43.240 --> 00:06:46.439 Con Mac. The last thing I want to do is hire someone off the 92 00:06:46.480 --> 00:06:50.279 street who I don't know if they're going to be successful or not. I 93 00:06:50.319 --> 00:06:55.040 don't know if they, you know, understand our process. I don't know 94 00:06:55.079 --> 00:06:57.600 if there are cultural fit, I don't know if they're in an achiever. 95 00:06:57.959 --> 00:07:01.439 The hiring risk is one of the biggest risks to any sales organization. So 96 00:07:01.480 --> 00:07:05.680 if we can minimize that, it's like a total you know it. That's 97 00:07:05.680 --> 00:07:10.519 why the baseball teams have a farm leak, right, it's the same concept. 98 00:07:10.600 --> 00:07:13.360 Yeah, I'm with you. I think this too got smelt speaking about 99 00:07:13.360 --> 00:07:15.879 some moths. You wrote to book. I wish I had the time, 100 00:07:15.959 --> 00:07:17.959 and that's you to do it. I've got so much respect for people who 101 00:07:18.000 --> 00:07:21.360 actuality go and write two books of that book is called no falls, no 102 00:07:21.560 --> 00:07:28.000 spot, no cold cools. So can you please give audience an ovoview of 103 00:07:28.040 --> 00:07:30.639 the topics? You COVID IT book. Yeah, so the Genesis of the 104 00:07:30.639 --> 00:07:34.240 book was, you know, the last company I was at was all about 105 00:07:34.279 --> 00:07:41.720 customer experience and over and over again we proved that an optimize customer experience results 106 00:07:41.720 --> 00:07:45.480 in profitability and growth. And there's a million studies on this. I don't 107 00:07:45.480 --> 00:07:47.959 need to cite them all right, but and so I really believe that. 108 00:07:48.079 --> 00:07:53.160 And so then I you know, I came to six cents and got thrown 109 00:07:53.240 --> 00:07:57.680 in the wild world of Martech and sales tech and what I realized was a 110 00:07:57.680 --> 00:08:03.480 lot of the mare tech and sales tech wasn't actually designed to facilitate a better 111 00:08:03.600 --> 00:08:09.240 customer or prospect experience. It was about automating and, you know, counting 112 00:08:09.360 --> 00:08:15.439 leads and you know how many dials you do, and that really doesn't you 113 00:08:15.480 --> 00:08:18.879 know, those don't result in a good customer experience and they may or may 114 00:08:18.879 --> 00:08:26.680 not result in revenue either. So I looked at the data that our platform 115 00:08:26.759 --> 00:08:31.879 was sitting on top of and I looked at how much information is out there 116 00:08:31.919 --> 00:08:37.440 and how you can really use ai to take all of this information about your 117 00:08:37.480 --> 00:08:43.480 prospects and start to design a very different experience, and so I challenged my 118 00:08:43.519 --> 00:08:48.159 team to start. I said before the you know, I didn't set out 119 00:08:48.200 --> 00:08:52.600 to write a book. I set out to do an experiment and the experiment 120 00:08:52.759 --> 00:08:58.240 was guys, we have so much great information on our customers and on our 121 00:08:58.279 --> 00:09:05.639 future customer commers at our fingertips. Why are we spamming? Why are we 122 00:09:05.679 --> 00:09:09.440 making making people fill out a form? I know who's on the website. 123 00:09:09.480 --> 00:09:13.919 I have that data. I know every piece of content they've consumed. Why 124 00:09:15.080 --> 00:09:22.000 is our bed ours randomly calling a list? That makes no sense when we 125 00:09:22.080 --> 00:09:26.879 know when an account is in market and we know what they care about. 126 00:09:26.960 --> 00:09:33.679 You know, and marketing can we can systemically get accounts in market so that 127 00:09:33.759 --> 00:09:37.320 our SDRs never have to make a cold call. And so I told the 128 00:09:37.320 --> 00:09:39.120 team, I said we're going to we are going to run our process with 129 00:09:39.159 --> 00:09:45.720 no spam, no forms and no code calls, and let's prove that it 130 00:09:45.759 --> 00:09:50.519 works. And so, you know, we've doubled every single year. You 131 00:09:50.559 --> 00:09:52.759 know, we just got, you know, a valuation of five point two 132 00:09:52.759 --> 00:10:01.240 billion dollars because of oural growth rate and because it's sustainable growth, right, 133 00:10:01.320 --> 00:10:07.000 we have a magic number of one, which is speaks to our cost structure 134 00:10:07.240 --> 00:10:11.799 for sales and marketing. And so we have like these amazing SASS economics, 135 00:10:11.840 --> 00:10:18.039 all based on our SASS metrics, because we run this no forms, no 136 00:10:18.159 --> 00:10:24.759 spam, no cold calls methodology that is all about data. Like, like 137 00:10:26.159 --> 00:10:31.159 my SDRs and bed ours are not guessing what account to all, who to 138 00:10:31.240 --> 00:10:35.840 call at the account what they care about, what's the right tactic to use? 139 00:10:35.279 --> 00:10:39.960 We're serving that all up every single day. Yes, so they can 140 00:10:41.000 --> 00:10:45.600 be successful. Otherwise it's just shooting in the dark, right, and we 141 00:10:45.639 --> 00:10:50.600 talked about that. We talked about most companies, most sales and marketing teams 142 00:10:50.639 --> 00:10:54.440 are operating and what we call dark funnel, so you know by the time 143 00:10:56.039 --> 00:11:01.360 somebody fills out of form and you know by the time an opportunity is being 144 00:11:01.399 --> 00:11:05.440 tracked in your crm, it's way too late. so much has already happened. 145 00:11:05.840 --> 00:11:09.279 And so for us we want to light up that dark funnel so that 146 00:11:09.360 --> 00:11:15.039 you know when an account is ready to buy, you know if that's a 147 00:11:15.039 --> 00:11:18.159 good account for you to sell to. You know why. You know what's 148 00:11:18.200 --> 00:11:22.399 going on with that account. Critical market updates. What technology is that account 149 00:11:22.480 --> 00:11:26.360 on? Great are they you know, do is there a partner that you 150 00:11:26.399 --> 00:11:31.720 can work with or, you know, is it a good technograph graphic fit 151 00:11:31.799 --> 00:11:33.879 for you? You know the keywords they care about. I mean one thing 152 00:11:33.960 --> 00:11:37.159 for my team is I'm like, I don't know why you're getting like you 153 00:11:37.159 --> 00:11:41.279 don't. You never need to guess what a subject line should fake because right 154 00:11:41.279 --> 00:11:46.159 in sixth sense, you know the top key word. Just put what you 155 00:11:46.200 --> 00:11:52.039 already know they care about in the subject line. It's so you know so 156 00:11:52.039 --> 00:11:58.200 so. It just we're really trying to put teams and people in a position 157 00:11:58.399 --> 00:12:01.759 to win and succeed and have great conversations. It's just, you know, 158 00:12:01.840 --> 00:12:07.039 trying to be more human. It's about the quality of the interaction. I 159 00:12:07.080 --> 00:12:09.480 think the whole things. Every single time I hear it's a number game, 160 00:12:09.559 --> 00:12:13.639 I just want to pull my hair out because, and particularly with the automation, 161 00:12:13.799 --> 00:12:18.240 sometimes almost feel that it's like if I was about to prospect you. 162 00:12:18.279 --> 00:12:20.919 I don't even check you out, I don't even go on Linkedin, I 163 00:12:20.960 --> 00:12:24.039 don't try to understand you, I don't try to go into my crem system 164 00:12:24.080 --> 00:12:26.120 to see what you could have done. I mean, I'm not even talking 165 00:12:26.120 --> 00:12:30.639 about intent. Data are inten. Data is a goal made of information. 166 00:12:30.759 --> 00:12:33.600 Right with all the things that you are doing is super useful. Those guys 167 00:12:33.639 --> 00:12:37.240 have been consuming that content and that contended. That content is so good. 168 00:12:37.279 --> 00:12:39.840 You know you can read them a lot with it. But even if you 169 00:12:39.919 --> 00:12:45.120 forget that, you know we try to train our guys with their research and 170 00:12:45.240 --> 00:12:48.159 actually care about the person, because if you care with the person, if 171 00:12:48.200 --> 00:12:52.960 you've got to real reason why you should engage them, you are convinced yourself 172 00:12:54.000 --> 00:12:56.120 that you can help them, you won't be an entrance in the day. 173 00:12:56.159 --> 00:13:00.320 You will be potentially giving them an information that could tell them to get a 174 00:13:00.360 --> 00:13:03.279 promotional look good. Wow, that's going to put you in a position of 175 00:13:03.279 --> 00:13:07.200 winning it's like the energy we take his. Imagine your MMA fight or box 176 00:13:07.360 --> 00:13:11.200 or whatever. You would never stand on that train not knowing if the guy 177 00:13:11.279 --> 00:13:13.879 is a lefty or right if he's got a hook on epocket. You'll try 178 00:13:13.919 --> 00:13:18.320 to study the gay and train to win the fight. You will go there 179 00:13:18.399 --> 00:13:22.039 thinking that you will win that fight, because that puts you in the mindset 180 00:13:22.120 --> 00:13:24.919 is completely different from the number gay, where you're like, Oh, don't 181 00:13:24.960 --> 00:13:28.039 pick up, don't pick up. Oh God, he picked up. What 182 00:13:28.120 --> 00:13:30.799 am I supposed to say? All right, let's river out to the pitch, 183 00:13:30.879 --> 00:13:33.759 let's talk about my product and I'm going to put the not doubt there 184 00:13:33.799 --> 00:13:37.120 and see if someone buy it on it. And I think the poor quality 185 00:13:37.519 --> 00:13:41.519 of volume based approach, dialog base approach and stuff like that, particularly when 186 00:13:41.519 --> 00:13:46.559 you go to outswento prices, really killing the business, is really killing the 187 00:13:46.679 --> 00:13:52.399 art of actually having proper conversation, a proper inform conversation with the prospect and 188 00:13:52.440 --> 00:13:56.200 it's more difficult not to get off ghost through that sort of fuggy first sty 189 00:13:56.279 --> 00:13:58.039 sagons because people are like no, want to get rid of you. I 190 00:13:58.120 --> 00:14:03.879 know. Yeah, so it's about I love what you're saying about about being 191 00:14:03.879 --> 00:14:07.480 smartle. Let's talk about intense marketing, because obviously this is what you are 192 00:14:07.480 --> 00:14:09.720 doing at at six sens, we see a ton of value about it. 193 00:14:09.879 --> 00:14:15.000 At operatics we've got to a ton of plans who are using it and giving 194 00:14:15.039 --> 00:14:18.720 give us the data to support us in prioritizing and become the being more, 195 00:14:18.840 --> 00:14:24.759 as you mentioned, I curate, more relevant, more interesting when we've got 196 00:14:24.840 --> 00:14:28.279 the first touch. But if I was any BEDEAS DR manager, I don't 197 00:14:28.360 --> 00:14:31.840 use intend data. What would be the best practices or what are the best 198 00:14:31.879 --> 00:14:35.279 practices that you see how people at are using your int and data in the 199 00:14:35.320 --> 00:14:39.679 best possible way, including your own team, because I'm sure you you drink 200 00:14:39.679 --> 00:14:46.240 your own champaign right. Hmmm. So I think that it's really important to 201 00:14:46.720 --> 00:14:50.480 first of all a mass intent data, and there's different kinds. Okay, 202 00:14:50.759 --> 00:14:56.799 so there's keyword based and tent data, which is something that we we provide. 203 00:14:58.120 --> 00:15:01.320 Their's topic or category based intent data, which the leader in that is 204 00:15:01.360 --> 00:15:07.240 a company called Bombora. Yeah, but we also bring that into our platform. 205 00:15:07.559 --> 00:15:11.960 There's what I call second party intent data, and second party intent data, 206 00:15:13.000 --> 00:15:16.559 the reason I call it that is they're not on your website or your 207 00:15:16.600 --> 00:15:20.240 property, but they're on a website about you. So think about like a 208 00:15:20.320 --> 00:15:26.559 GTWO or a trust radius. You want to have access to that. And 209 00:15:26.600 --> 00:15:31.360 then there's first party intent data, which is everything they're doing on your website. 210 00:15:31.399 --> 00:15:37.080 And then there's actually a new category of intent data that I'm calling pre 211 00:15:37.320 --> 00:15:43.039 intent data, and this is really important if you're trying to establish product market 212 00:15:43.080 --> 00:15:46.360 fit. If you really don't have a category. Yeah, and it's what 213 00:15:46.399 --> 00:15:52.679 are the things that someone would do to indicate they will be in market? 214 00:15:52.840 --> 00:16:00.480 So hiring trends, psychographics, so what it was getting posted on their you 215 00:16:00.519 --> 00:16:06.480 know, company blogs and things like that. Market insights, like things like 216 00:16:06.519 --> 00:16:11.200 did they just get funding? Technographic insights. So did they buy something that 217 00:16:11.200 --> 00:16:15.759 would indicate they would also buy your stuff? Right? And so there's this 218 00:16:15.799 --> 00:16:19.840 whole new category of what I would classify as pre intent data and you want 219 00:16:19.840 --> 00:16:26.000 to give your your team as much of that as possible. But just throwing 220 00:16:26.000 --> 00:16:29.879 it at them is actually not helpful. They'll probably just keep doing what their 221 00:16:30.440 --> 00:16:34.440 they won't use it. Too mentioned food, too much info. So it's 222 00:16:34.480 --> 00:16:40.639 critical. This is where the process and actually AI comes to bear. It's 223 00:16:40.720 --> 00:16:45.399 critical to be able to take that data and really synthesize it, like put 224 00:16:45.480 --> 00:16:48.440 it in a big ass brain, right, and what the AI is looking 225 00:16:48.440 --> 00:16:52.399 for is looking for patterns, right, and so that the AI is saying, 226 00:16:52.440 --> 00:16:56.120 you know what, typically, when we see this data, that this 227 00:16:56.200 --> 00:17:00.200 happened and that happen, an account is ready to be reached out to. 228 00:17:00.600 --> 00:17:04.640 So yes, you need all the data. That's great, and you want 229 00:17:04.640 --> 00:17:10.119 to give the AI as much data as possible to start to recognize patterns. 230 00:17:10.160 --> 00:17:15.480 But then you need to be able to distill it down into actionable workflows so 231 00:17:15.519 --> 00:17:22.680 that what happens is, as an stre every day I come in to the 232 00:17:22.720 --> 00:17:27.359 office, yeah, and I have a list of accounts that the AI has 233 00:17:27.400 --> 00:17:34.200 prioritized for me that are most likely to be ready in a prioritized order. 234 00:17:34.240 --> 00:17:37.640 But you don't want it to be a black box. So you don't want 235 00:17:37.640 --> 00:17:41.160 them to say okay, now, so just because I know they're ready, 236 00:17:41.160 --> 00:17:45.279 why are they ready? And so then what you also need to be able 237 00:17:45.359 --> 00:17:51.359 to provide where they work, so either in the crm solution that they're working 238 00:17:51.400 --> 00:17:53.279 in, or if they're an outreach or if they're in you know, and 239 00:17:53.480 --> 00:17:59.160 a sales engagement platform, doesn't matter. You want to be able to provide 240 00:17:59.240 --> 00:18:03.400 the account details so they can see why the AI predicted it to be in 241 00:18:03.519 --> 00:18:07.559 market. They can see, oh, this is the website visits, these 242 00:18:07.559 --> 00:18:11.119 are the people that were showing the most activity. You know, this is, 243 00:18:11.160 --> 00:18:15.799 these are the webinars that they attendance. You want to give them like 244 00:18:15.839 --> 00:18:22.200 a console where they have this single view of all of the activity that they 245 00:18:22.279 --> 00:18:27.119 count is doing and then make it as easy as possible to action. So, 246 00:18:27.200 --> 00:18:32.400 for example, I come in, my day is prioritized. I know 247 00:18:32.440 --> 00:18:36.319 the accounts that are best. I Click, I go to the console, 248 00:18:36.359 --> 00:18:41.599 I have a persona map. Who are the key personas that are engaging with 249 00:18:41.680 --> 00:18:45.200 us? Who are the key personas that we need to engage, you know, 250 00:18:45.240 --> 00:18:48.200 to get this to an opportunity, and then it's clickable to say, 251 00:18:48.240 --> 00:18:52.319 okay, add that contact, okay, put that contact, reach out on 252 00:18:52.359 --> 00:18:56.640 linked it right so they can take all of the action that they need to 253 00:18:56.200 --> 00:19:02.480 right there. And things like recommended talking points are right there, like hey, 254 00:19:02.519 --> 00:19:07.799 we know their top keyword is account base marketing or predictive analytics or dat 255 00:19:07.880 --> 00:19:12.519 enrichment like it. We serve that right up. So they have this like 256 00:19:12.640 --> 00:19:18.599 very efficient way of working and and it makes their outreach relevant. So I 257 00:19:18.599 --> 00:19:23.319 think I talk a lot about like personalization, like who cares? Anybody can 258 00:19:23.359 --> 00:19:27.519 do a mail merge and like put my name in it or maybe look on 259 00:19:27.519 --> 00:19:30.079 Linkedin and be like, Oh, you went to Yah, like that's not 260 00:19:30.160 --> 00:19:33.000 helping me do my job. I don't care. It's all knowing that as 261 00:19:33.039 --> 00:19:41.480 well. It's relevants. What we want is every single outreach to be relevant 262 00:19:41.519 --> 00:19:45.519 and the factors and relevant to make it relevant are one, timing. Are 263 00:19:45.519 --> 00:19:52.960 we hitting this person up at the right time because we know there's interest, 264 00:19:52.000 --> 00:19:56.480 you know, or some reason to indicate that they're in market? Second is, 265 00:19:56.519 --> 00:20:02.640 what do we know about this persona and their job that we can give 266 00:20:02.680 --> 00:20:06.119 them a hint and some help on, you know, how to do their 267 00:20:06.200 --> 00:20:10.559 job better. Next is a countfit. So what do we know about this 268 00:20:10.599 --> 00:20:12.880 type of the type of account that they are? You know, if there 269 00:20:12.920 --> 00:20:19.079 are commercial account they probably show certain patterns. If they're a manufacturing account, 270 00:20:19.200 --> 00:20:25.559 they show certain patterns. So the type of account it is is also a 271 00:20:25.599 --> 00:20:30.240 factor and helping them be relevant and then act the actual activity that they're doing. 272 00:20:30.279 --> 00:20:34.799 So when you bring all those things together you can start to really connect 273 00:20:34.960 --> 00:20:40.960 with someone on how to do their job better, which is really what relevance 274 00:20:41.039 --> 00:20:44.240 is all about. Yeah, yeah, we're live and Spectinens, I think, 275 00:20:44.359 --> 00:20:48.279 is the winning's the winning bought of the game. Bastianization, just order 276 00:20:48.359 --> 00:20:52.319 linked in, start of the receiver, the invitation. People say, O, 277 00:20:52.359 --> 00:20:53.279 yeah, you did this, you did that to we have good connection 278 00:20:53.400 --> 00:20:59.079 coming. Okay, but why we allow at some points because, you know, 279 00:20:59.119 --> 00:21:02.519 connecting SMOS of people that way. Once you get to a certain number 280 00:21:02.559 --> 00:21:06.799 of connections on Linkedin, you're connected everybody anyway. What do you want? 281 00:21:06.839 --> 00:21:10.640 So I'm very interesting about something is is to Connote, but you mentioned so 282 00:21:10.759 --> 00:21:12.839 that I did not know about. It is is very educational for me. 283 00:21:14.119 --> 00:21:18.079 We have a lot of a lot of our customer that, I would say 284 00:21:18.079 --> 00:21:23.319 are trying to create that category and we see intend data for us being super 285 00:21:23.359 --> 00:21:26.920 successful when, as you said, you know, there is a category that 286 00:21:27.039 --> 00:21:33.000 is created. People are looking for SD one, they are looking for endpoint 287 00:21:33.079 --> 00:21:37.480 security, they looking for same stuff that there is a category is it's people 288 00:21:37.559 --> 00:21:41.279 is are well of it. They go and search and they consume the content 289 00:21:41.359 --> 00:21:45.200 and we grab them and all that stuff it. We've got clients who are 290 00:21:45.200 --> 00:21:49.839 creating that can. They've got another up take on something that is being done 291 00:21:49.960 --> 00:21:56.039 and they are destructive and we really always struggled to you know, even when 292 00:21:56.079 --> 00:22:00.559 they've been using some companies like ever very toll, you know, demand based 293 00:22:00.559 --> 00:22:03.680 Tech. Target mentioned bomber. Are you there is the there's a fashion do 294 00:22:03.720 --> 00:22:07.160 with all those clients while using you guys, and actually we got some great 295 00:22:07.160 --> 00:22:11.640 success with when you're using we are using your solution. But can you zoom 296 00:22:11.640 --> 00:22:15.640 me a little bit more in that print and data, because I think it's 297 00:22:15.640 --> 00:22:18.599 a fair part of our audience. While I can that sort of start to 298 00:22:18.680 --> 00:22:23.279 be newish destructive, I want to create its. I want to get my 299 00:22:23.400 --> 00:22:27.079 content out there, but people don't find me because they don't know what to 300 00:22:27.119 --> 00:22:33.039 search for. Nobody's searching for me. So I'll do the print and data 301 00:22:33.079 --> 00:22:37.079 works. You mentioned that using crunge basis, you be looking at clues across 302 00:22:37.160 --> 00:22:41.079 the web and then you would have dia. You can of make it ren 303 00:22:41.119 --> 00:22:45.119 events. Yeah, yeah, so you can put in all these different filters 304 00:22:45.240 --> 00:22:49.119 or different alerts. You know, show me hiring trends, show me accounts 305 00:22:49.119 --> 00:22:53.200 that are doing a lot of hiring of a certain role. That might be 306 00:22:53.200 --> 00:22:59.519 an indicator. You know, show me accounts that have recent, you know, 307 00:22:59.599 --> 00:23:06.079 fundraising. Show me accounts that in their social like when they're posting, 308 00:23:06.160 --> 00:23:11.039 you know, on their own profiles, are talking about certain things that would 309 00:23:11.079 --> 00:23:15.880 indicate that they have a problem. Show me, not just like we think 310 00:23:15.920 --> 00:23:19.720 about something called an ecosystem by so, you know, you think about my 311 00:23:19.799 --> 00:23:26.000 company before a Perio, you know you needed to there are certain issbs that 312 00:23:26.079 --> 00:23:30.920 we knew that if you bought work day or you bought sales force, you 313 00:23:30.960 --> 00:23:33.720 know, service cloud, or you bought one of these clouds, you're probably 314 00:23:33.759 --> 00:23:37.480 going to need us. Right. So being able to look at, you 315 00:23:37.519 --> 00:23:42.000 know, what is the ecosystem of things that they're buying and how does that 316 00:23:42.079 --> 00:23:47.240 indicate that maybe they would need my services or my solution? You know, 317 00:23:47.319 --> 00:23:51.880 good example for me. You know, we integrate with a ton of like 318 00:23:51.920 --> 00:23:56.119 digital experience companies. So you know your drift, like drift will be powered 319 00:23:56.119 --> 00:24:02.759 by six sense data, for example, or optimized is or path factory or 320 00:24:02.799 --> 00:24:06.319 what I was talking about, our console being embedded in a sales softer and 321 00:24:06.480 --> 00:24:12.000 outreach. So if you go and buy outreach, you probably need success. 322 00:24:12.279 --> 00:24:18.920 Yeah, you might not know about ABM or even care about Adm, right, 323 00:24:18.960 --> 00:24:22.559 but that's a huge indicator for us, right, and so so that's 324 00:24:22.720 --> 00:24:26.880 kind of this whole notion of the ecosystem. By that also goes into like 325 00:24:26.920 --> 00:24:33.880 how we think about pre intent and being able to serve that up for sellers 326 00:24:33.880 --> 00:24:40.160 and prospectors and media person yeah, or make sense through, you know, 327 00:24:40.440 --> 00:24:45.640 we just we have those capabilities because we acquired a company and have integrated that 328 00:24:45.720 --> 00:24:49.640 into our product called Clintel, was the product that we bought originally. Okay, 329 00:24:49.839 --> 00:24:53.920 so joys thinking, I love that and stuffin it is something that probably 330 00:24:53.960 --> 00:24:57.319 should take off line because we've got to fill fewer fell few clients in that 331 00:24:57.359 --> 00:25:00.839 space that are looking at solution to they'd love intend data, but they don't 332 00:25:00.839 --> 00:25:03.640 think it's for them, and that's probably because it all know, print and 333 00:25:03.720 --> 00:25:07.039 data. So something to talk about. One last question for you, and 334 00:25:07.079 --> 00:25:10.920 you maybe you little bit of a off a world one, because it's difficult 335 00:25:10.920 --> 00:25:17.160 to Ma generity is, but I'm curious to understand where the expectation of your 336 00:25:17.160 --> 00:25:19.960 clients when you sell them six sense. Okay, so let me tell you 337 00:25:21.000 --> 00:25:26.720 what come from. We have seen intend data being used as one of the 338 00:25:26.759 --> 00:25:30.319 tools to create in bomblets, okay, and we've work with clients and usually 339 00:25:30.359 --> 00:25:34.680 A. usually our clients would have their own inbound response management team. They 340 00:25:34.759 --> 00:25:38.200 users for the productive the users for the ABM, the users for the outreach, 341 00:25:38.319 --> 00:25:42.200 the users to go out, reach out to people. But what we 342 00:25:42.319 --> 00:25:48.400 realize that we often end up with the end and data because their internal team 343 00:25:48.400 --> 00:25:52.119 out sometimes complaining for the lack of a better world. That is not to 344 00:25:52.240 --> 00:25:55.720 lead. It's not someone wants to buy right now, and even sometimes it's 345 00:25:55.759 --> 00:25:57.920 not the Bedea as. Yeah, but he's the cells person. Well, 346 00:25:57.960 --> 00:26:00.160 I whoa. What do you mean? I need to go and create the 347 00:26:00.200 --> 00:26:04.119 demand. Those guys are not free to buy myself instree months. I actually 348 00:26:04.160 --> 00:26:10.039 have to say what don't only let I want the other alids. So I'm 349 00:26:10.119 --> 00:26:12.359 curious, Tom Dalston, if you feel that from your customer and from the 350 00:26:12.400 --> 00:26:15.720 market. Sometimes, you know, people have been used to have lots of 351 00:26:15.720 --> 00:26:21.519 thin bounds and kind of use you guys as a potential additional layoff in bound. 352 00:26:21.559 --> 00:26:25.599 But what you are doing is basically telling them look, people are looking 353 00:26:25.599 --> 00:26:29.640 around that stuff right there is an interest wilp you to prioritize what to talk 354 00:26:29.720 --> 00:26:32.920 to. It's an ABM approach, but you guys, we have to go 355 00:26:32.960 --> 00:26:34.480 and create the demon. Now you have to go into a bit of a 356 00:26:34.480 --> 00:26:37.920 Serg job on these people. These are not people are maybe ready to shop 357 00:26:37.960 --> 00:26:41.279 around straight with, some of them, maybe because they've been doing their research 358 00:26:41.359 --> 00:26:45.960 and but some may just be like in the planning face. So let's ready. 359 00:26:45.160 --> 00:26:48.319 So, first of all, do you feel that or do you have 360 00:26:48.359 --> 00:26:52.960 that sort of feedback from your clients as Dr Bid a teams, and how 361 00:26:53.039 --> 00:26:56.039 do you deal with it? Is You if you come across it? So 362 00:26:56.119 --> 00:27:00.880 a couple things. First of all, I would look at their inbound and 363 00:27:00.920 --> 00:27:06.839 look at the conversions on their limb inbound and they probably aren't that great, 364 00:27:06.839 --> 00:27:08.960 honestly. So yes, someone filled out of form and they can set a 365 00:27:08.960 --> 00:27:14.720 meeting with them. That it probably anyway. I would be curious to dig 366 00:27:14.759 --> 00:27:21.039 in more holistically with these clients and their numbers. But that aside, what 367 00:27:21.160 --> 00:27:30.039 I believe in is I believe that the whole mql process has totally screwed up 368 00:27:30.079 --> 00:27:36.599 marketing and sales. And here's why. An mql is, by definition, 369 00:27:36.799 --> 00:27:41.240 a contact and we know as a sales leader, when I you know, 370 00:27:41.319 --> 00:27:45.720 when you do a forecast call and you start inspecting deals, one of the 371 00:27:45.720 --> 00:27:49.519 first things you test for is is are we multi threaded? Are you know? 372 00:27:49.559 --> 00:27:55.559 Are we talking to multiple contacts? Do we have multiple champions? Well, 373 00:27:55.640 --> 00:28:00.400 the longer a deal goes on, the actual harder it is to multi 374 00:28:00.480 --> 00:28:03.480 thread, because once you're in a deal, people tend to like want of 375 00:28:03.480 --> 00:28:07.079 them. Do all you off? Yeah, talking to other people, love 376 00:28:07.160 --> 00:28:12.519 us and so, but with an Mql we're saying, oh, we got 377 00:28:12.559 --> 00:28:18.640 one person for you by so we're literally queuing up single threaded deals for sales. 378 00:28:18.400 --> 00:28:25.480 This makes no sense. So our process is all about multi threading all 379 00:28:25.519 --> 00:28:30.640 the way through. So marketing job is to warm up multiple personas. Who 380 00:28:30.680 --> 00:28:33.960 may come in bound, who may not? I don't know right. We 381 00:28:34.039 --> 00:28:40.440 also run automations to enrich the record so that they're the contact data is there, 382 00:28:40.519 --> 00:28:44.000 because that's the other thing is like sometimes with intent data. You know 383 00:28:44.079 --> 00:28:48.480 that account, yeah, but at you got to go and call or email 384 00:28:48.559 --> 00:28:52.400 or reach out to some people. Yeah, the people, and so what 385 00:28:52.519 --> 00:28:56.039 you have to do, and what we do is we have an enrichment solution. 386 00:28:56.920 --> 00:29:03.039 So as the account starts to show more and more intent, I go 387 00:29:03.200 --> 00:29:07.920 and enrich that record so that when it's at the right intent level, all 388 00:29:07.960 --> 00:29:11.559 the contact data is there and ready to roll. The other thing I do. 389 00:29:11.759 --> 00:29:18.039 Whether it comes inbound or outbound or in market right, whether it's just 390 00:29:18.079 --> 00:29:21.680 an intent, you know, Opportunity, or whether they really do fill out 391 00:29:21.680 --> 00:29:26.599 of form and want a demo, the SLA is to reach out to three 392 00:29:26.640 --> 00:29:30.240 people. So you still have to work at im right. You don't just 393 00:29:30.319 --> 00:29:33.039 set a meeting up with one person, ever, you always have to set 394 00:29:33.079 --> 00:29:36.920 up at least for us. So for us, for into, you know 395 00:29:37.119 --> 00:29:40.839 our what we call six QA, which is a six cents qualified account. 396 00:29:40.920 --> 00:29:45.359 Yeah, the second it reaches six Qa status, we want twenty minutes response 397 00:29:45.920 --> 00:29:52.640 and three people get reached out to. So twenty and three inbound. Our 398 00:29:52.839 --> 00:29:59.000 SLA is six and three. Six minutes and three people squad. No matter 399 00:29:59.160 --> 00:30:02.720 what, you got to work the account, whether they requested and maybe that's 400 00:30:02.720 --> 00:30:07.000 a layup, because you get that. But no matter what, and what 401 00:30:07.079 --> 00:30:14.519 that allows us to do is we have a very, very highly optimized conversion 402 00:30:14.640 --> 00:30:19.160 process. So, you know, we've got really great close rates, we've 403 00:30:19.200 --> 00:30:25.279 got highest piece we've got good cycle times, so it's a very, very 404 00:30:25.319 --> 00:30:29.839 efficient. It's actually a much more efficient process for sales. Yeah, and 405 00:30:29.880 --> 00:30:33.240 I don't tell sales. I want you to reach out to fifty accounts a 406 00:30:33.319 --> 00:30:36.519 day. I want you to reach out to four, but do it the 407 00:30:36.599 --> 00:30:40.599 right way. Right. So, and I don't know it's I think it's 408 00:30:40.599 --> 00:30:44.519 to some degree. I think it's a process all jump. I do think 409 00:30:44.519 --> 00:30:48.519 some of the automation is key. The workflow around it right. So you 410 00:30:48.519 --> 00:30:51.480 don't just get an account on a list like it has to be enriched, 411 00:30:51.519 --> 00:30:53.160 it has to be, yeah, ready to go, but I do think 412 00:30:53.160 --> 00:30:57.400 there's also a training aspect to it. The other thing is, like there's 413 00:30:57.480 --> 00:31:03.640 this mistake that like, so we back test our AI. Okay, and 414 00:31:03.680 --> 00:31:08.039 a back test tells you how many times was the prediction right, and so 415 00:31:08.119 --> 00:31:12.640 for you know from our model it's like it goes anywhere from eighty to eighty 416 00:31:12.640 --> 00:31:17.960 five percent. So it's not a hundred percent. This is not magic, 417 00:31:17.960 --> 00:31:23.359 but eighty five percent versus just guessing like this, like how much would you 418 00:31:23.400 --> 00:31:29.680 take to vegas if you had eighty five percent? Odds, probably a lot. 419 00:31:29.680 --> 00:31:34.000 where it and so explaining to them, but also having a Dq like 420 00:31:34.079 --> 00:31:37.480 again for the twenty and three like, there are sometimes that you know, 421 00:31:37.960 --> 00:31:42.000 anywhere from twenty to fifteen percent. It might not be. Maybe it wasn't 422 00:31:42.000 --> 00:31:45.640 the best fit account and that's okay. So they can dq it right and 423 00:31:45.640 --> 00:31:51.319 we're going to inspect that. But also having that is important and just again, 424 00:31:51.400 --> 00:31:56.359 it's about people need to understand the why and like what's really going on 425 00:31:56.440 --> 00:32:00.279 and like how them data works, how them are, because they're smart people 426 00:32:00.279 --> 00:32:02.200 and they're going to you know, again, I'm trying to put you in 427 00:32:02.200 --> 00:32:07.079 a position to win. You can guess are you can follow the process. 428 00:32:07.240 --> 00:32:10.000 Yeah, your call. This is what the process is built on and this 429 00:32:10.079 --> 00:32:15.039 is how we test and pressure test the process to make sure that it's working 430 00:32:15.440 --> 00:32:19.559 on this posing. You know, it's funny is that every single time people 431 00:32:19.720 --> 00:32:23.039 try to remove the element of prospection and using your brain in the process, 432 00:32:23.119 --> 00:32:27.559 the average you go. You go down, because marketings are creating leads to 433 00:32:27.559 --> 00:32:30.400 people what creating needs. Would you never really get the decision? Make out 434 00:32:30.400 --> 00:32:35.039 when you've got to leap coming. We see lots of people as asking fod 435 00:32:35.039 --> 00:32:37.039 the mode, because maybe they already selected the Vendo, but they need to 436 00:32:37.160 --> 00:32:40.680 have two or three. Yeah, gumming team, because there is a process. 437 00:32:42.039 --> 00:32:44.519 Why? I said look at the wind rates and look at your as 438 00:32:44.599 --> 00:32:49.359 piece, because exactly, and now too late, and be the earlien. 439 00:32:49.640 --> 00:32:52.720 You mentioned some fities. is so true. But to train in Europe we 440 00:32:52.759 --> 00:32:55.440 see it even more like the consents to spuying. Like I was sitting you 441 00:32:55.559 --> 00:33:00.960 but my destructive started. Wow, they've got solution. Everybody looks at it 442 00:33:00.000 --> 00:33:04.920 shows us that's great. We need one with paying right and if you don't 443 00:33:04.920 --> 00:33:07.119 speak with everyone, you know you're going to get stuck. The S the 444 00:33:07.200 --> 00:33:10.759 sells process get stuck. So I think it's not just creating that first meeting 445 00:33:10.839 --> 00:33:15.039 of that first demo and getting them to be excited. It's so after in 446 00:33:15.119 --> 00:33:19.359 the sells process. Or do you go back and create more meetings, more 447 00:33:19.440 --> 00:33:22.240 engagement, meet with the right people, meet with a technical guy if you 448 00:33:22.319 --> 00:33:25.319 need to, and say look, technical gate, don't worry, you won't 449 00:33:25.359 --> 00:33:29.160 have to walk over night, you won't have to walk over the weekend, 450 00:33:29.160 --> 00:33:30.920 you won't have to cancel your on only they are the lake. It's going 451 00:33:31.000 --> 00:33:35.039 to be seamless to improvement. Go to speak to the game with the budget 452 00:33:35.160 --> 00:33:39.240 order, the actual business, the business case Guy Right, if you can 453 00:33:39.319 --> 00:33:43.680 influence that person from the top and then you got there is a cycle. 454 00:33:43.799 --> 00:33:47.440 But I personally believe that the biggest deal that get closed, and particularly you 455 00:33:47.480 --> 00:33:52.240 speak about three PM is people who actually do the step first. They don't 456 00:33:52.319 --> 00:33:55.759 wait for the fish to buy, the go and hunt, they go and 457 00:33:55.920 --> 00:34:00.160 create the dement and I think this is where your solution is fantastic, because 458 00:34:00.160 --> 00:34:05.160 you can really get to them before they met two ustrails or vendor. So 459 00:34:05.240 --> 00:34:07.760 technically, for me, that's the biggest competitive advantage. If you are there 460 00:34:07.840 --> 00:34:13.320 early, you can influence. If you are there late, you bet to 461 00:34:13.400 --> 00:34:15.440 look at the competition with your battle Cald and young. You know, you 462 00:34:15.519 --> 00:34:19.280 can us have a conversation about the business, what you can do for them 463 00:34:19.360 --> 00:34:22.880 and sell the business and sell your USP or you can just battle on products 464 00:34:23.320 --> 00:34:28.000 functionalities, and if I had the choice, I would definitely choose the former. 465 00:34:28.239 --> 00:34:30.039 But my point that I was trying to make that people feel uncomfortable having 466 00:34:30.079 --> 00:34:32.960 this conversation at the right clever. Sometimes, you know, it's difficult to 467 00:34:34.079 --> 00:34:37.199 have a conversation that isn't a product late conversation. Is Difficult to go at 468 00:34:37.239 --> 00:34:40.119 me, to see over person and say hey, tell me about your business, 469 00:34:40.199 --> 00:34:43.719 what are your places? Have a conversation about it and see how we 470 00:34:43.760 --> 00:34:46.760 could help you. And I think because we see a lot of people getting 471 00:34:46.800 --> 00:34:51.760 into the sells process and automating the selves process. And you know what, 472 00:34:51.960 --> 00:34:54.280 by next tape, let any would be to take us through, the more 473 00:34:54.320 --> 00:34:57.639 you're like, I don't want to demo, I need the business case now. 474 00:34:57.719 --> 00:35:00.320 But we need to do a demo because that's that's what sens for this. 475 00:35:00.719 --> 00:35:02.159 I should do as my next step. Right, right. I think 476 00:35:02.199 --> 00:35:06.800 there is a sort of force feeding of we have a process were, and 477 00:35:07.000 --> 00:35:09.400 maybe that's right for mid market and small businesses, but I think when it 478 00:35:09.440 --> 00:35:14.119 comes to trade, DM when he comes to Troun serprise through big deals, 479 00:35:14.599 --> 00:35:19.119 having tools like hers, it's like it's like clue in a murder investigation. 480 00:35:19.719 --> 00:35:22.440 Yeah, no, killed him. No, but I know that they went 481 00:35:22.519 --> 00:35:25.119 through that back door and he was a knight that did it and the guy 482 00:35:25.239 --> 00:35:30.320 is like a US nine Ni, right, you know, and that you 483 00:35:30.480 --> 00:35:34.400 narrow down. Right, you've got some other stuff and you narrow down, 484 00:35:34.920 --> 00:35:38.480 and that's but when we stop the curiosity of salves people, when we stop 485 00:35:38.679 --> 00:35:43.599 the prospection elements, I think that's really becomes difficult. You're dead. Yeah, 486 00:35:44.280 --> 00:35:49.119 yeah, no, I totally agree. And you want to encourage and 487 00:35:49.559 --> 00:35:52.840 reward for that and, you know, highlight the people that are doing it, 488 00:35:52.960 --> 00:35:55.760 but it kind of comes back. It comes from circle, or what 489 00:35:55.840 --> 00:36:01.079 I wrote the book about, which is the more lean into the customer experience. 490 00:36:01.719 --> 00:36:06.440 Like, like it isn't your process, it's their process. It is, 491 00:36:06.760 --> 00:36:09.199 you know, it's again and dancing. You're not leading. Yeah, 492 00:36:09.679 --> 00:36:13.599 you are not there. You have to let them lead, which can be 493 00:36:13.719 --> 00:36:16.079 uncomfortable. But so it's like you got to know the steps, though, 494 00:36:16.239 --> 00:36:19.599 right. So that's where I think some you know you have to know the 495 00:36:19.679 --> 00:36:23.880 steps and how to adequately respond, but know that you need to be queuing 496 00:36:23.960 --> 00:36:29.239 off of their behavior and their signal to be successful. Hey, it's about 497 00:36:29.280 --> 00:36:31.119 bringing the right people at the table as well, you know, and again 498 00:36:31.199 --> 00:36:35.360 I think I think you can. You mentioned some yet really resonate with me, 499 00:36:35.440 --> 00:36:37.039 which is the falls all down. You know, the the Cy called 500 00:36:37.119 --> 00:36:40.119 the tough fight is you won't be able to go back to the old people 501 00:36:40.119 --> 00:36:43.679 because they all got my team getting with it. I don't want to talk 502 00:36:43.679 --> 00:36:45.039 to you. I've got a project. It right and I've got you in 503 00:36:45.119 --> 00:36:51.119 my little box. Don't embarrass me exactly. So look unsotunately, but we 504 00:36:51.159 --> 00:36:53.519 could probably carry on fun as our yeah, but it gets into the ends 505 00:36:53.519 --> 00:36:57.559 of the GPS of for today. He was a great conversation. Thank you 506 00:36:57.599 --> 00:37:00.760 so much, but I took a first notes and few toupiece that I want 507 00:37:00.800 --> 00:37:02.719 to take a flight with you. Very insight for so thanks for that. 508 00:37:04.079 --> 00:37:07.480 If people wants to reach out to you, I'll connect with you and not. 509 00:37:07.599 --> 00:37:12.239 You also very active in CMO communities in the US. You've got to 510 00:37:12.280 --> 00:37:15.079 fill a few things going on. What's the best way to get to one 511 00:37:15.119 --> 00:37:19.960 of you? Yeah, linkedin always works and as good I do. If 512 00:37:20.000 --> 00:37:22.320 you're a CMO, I'd love to have you in my community. It's about 513 00:37:22.400 --> 00:37:28.960 Zozo bbcmos now and wow, we talk about everything and anything. It's very 514 00:37:29.480 --> 00:37:31.920 informed. Normal. We meet weekly and cover a topic that the CMOS think 515 00:37:32.039 --> 00:37:37.760 is most relevant and it's interesting. While the community has grown so significantly, 516 00:37:37.800 --> 00:37:43.159 it's almost like a family, so we always welcome new ideas and opinions, 517 00:37:43.320 --> 00:37:45.400 so feel free to reach out to me on that too. That's Fondolf who. 518 00:37:45.440 --> 00:37:47.840 Well, thank you so much for today. I been very grateful of 519 00:37:47.920 --> 00:37:51.480 your time and so much insight. So, yeah, thank you so much 520 00:37:51.480 --> 00:37:54.400 for all time to day at to me by by I you've been listening to 521 00:37:54.519 --> 00:38:00.360 be tob revenue acceleration to ensure that you never miss an episode, subscribe to 522 00:38:00.440 --> 00:38:02.880 the show in your favorite podcast player. Thank you so much for listening. 523 00:38:04.320 --> 00:38:05.039 Until next time,

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