Episode Transcript
WEBVTT
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You were listening to be tob revenue
acceleration, a podcast dedicated helping software executive
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stay on the cutting edge of sales
and marketing in their industry. Let's give
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into the show. This podcast is
sponsored by going. Going empowers your entire
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go to mark your organization, but
operationalizing you almost followable asset your customer interactions,
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transform your organization into a revenue machine, or unlocking reality and helping your
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people reach their full potential. Get
started now at Gong dought Io. Hi
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You, welcome to be to be
a revenue acceleration. My name is open
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in with you and I'm here today. We Spit crossby executive coach and found
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a bit crossby revenue. How are
you doing today? Bit Good. It's
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going to meet you right. Great
to meet you. To us, I've
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already met you, can of weirdly, because I was watching some of your
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video that live and delayed, but
I do recognize you. A Big Fan.
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You are coach on one of the
sense impact corps and he was extremely
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valuables and today we will be speaking
about how companies can get that good to
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market strategy rights. So that's that's
a bit of a too big itself.
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Before we get going, would you
mind just introducing yourself, Pete, and
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telling a little bit about your company, but also your backgrounds? Yeah,
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I'm not sure we can answer that
question in thirty minutes, but we'll give
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it. We'll give it a try. And my background is as a four
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times revenue leaders. So back in
the day I was Acom that we sold.
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Eventually I moved to social network we've
talking earlier. I was placed in
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palace for five years running that and
then went to Ajing in China for almost
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two years. Once we did our
IPO, took some time out and then
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did the bit that I probably enjoy
it the most, which was joined a
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startup, first in the travel space, around about two and a half million
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dollars of a art are and we
went up to the ten mill in about
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eighteen months. And then I joined
any COMMIS business and we did the same
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thing. That in about two years
and honestly I'd still be there today.
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is a fantastic business that called Ametria, but my my oldest daughter got quite
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sick, I decided to stop working
with my wife take the time at home,
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which is what we did in Jan
of two thousand and twenty is everyone
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knows. In March the while world
decided, hey, let's work from home
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and I got contacted for advice.
My daughter had an op it went quite
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well. Twenty year old girls don't
want to hang out with a dad for
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the whole life. So I did
some advised you work now I do three
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things. So the first is coaching
and I'm coaching forty. See, he's
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founders C R osvp sales from the
bay area right across to Israel, lots
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of people in the UK and that
means coaching, mentoring, advising, working
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with those organizations. I advised some
of the five organizations and then I teach.
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So I teach the course. We
were talking about the definitive guide to
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revenue leadership and that's a twenty four
lecture course that I wrote with Mandy Cole,
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who was the Clo at Cena fits. We have guest lectures were mark,
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the burs author sales acceleration form the
silvicceleration formula and the prince support stage
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to capital and is a think.
Who was the CMO at Tableau, Greg
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Holmes, who was the Celos Goes
Zoom Up to the IPO. So really
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high level of CEOS. And the
bit that's exciting me right now is I
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am currently in the process of interviewing
the world's top one hundred chief avenue officers
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and incorporation of all of their theories
and flameworks into the next version of the
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course. So recently I would treat
CEOS Adobe and Cisco and a Wus shop
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fly and all sorts of the very, very cool, very successful companies take
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it all of their learnings and applying
those two the course as well. So
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we can try dever something that isn't
just what Pein Mandy think, but this
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time this is what the world's best
to every new leaders think about how you
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should scale up your organization. Well, I think he's felt said. You
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like to keep busy. Bit.
It's quite a few things that you're looking
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at the moments. That that's interesting. Yeah, I'M gonna I'm going to
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try to get on to the the
course next use. They're really really enjoyed
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the first one. So coming back
to to to the conversation today and the
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good to market and how to get
it right. It's often that we see
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SASS businesses turning towards their selves and
Marketing Team on the product is not selling
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are when the grocers not as a
as expected by the funders of the CEO
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or the piece or the Vic's are
where is bagging and giving money to the
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company. But sometimes you may not
be the sales or the marketing efficiency.
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It could be the fact that there
is on the laying issues with the product
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or the good to market strategy.
So that can of lead me to my
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first question to you, which all
know. What are the fundamentals that companies
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needs to get right when it comes
to go to markets predigy? Yeah,
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such a relevant question. Probably not
everyone, but almost all organizations that have
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approached me have, at some point
in that approach said something like we've got
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this sales issue or we got this
marketing issue. I remember one specifically.
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They said to me, then we've
got this problem with our proposals. They're
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not converting to the next stage in
the pipeline that we write this proposal,
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we listen to their pains and their
problems. Right spost we send it out,
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but the conversion from that point to
the next point isn't right. Can
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you help us to get our proposals
right? And it's probably an extreme example,
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but almost without fail, including in
this example, some nothing to do
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with how where you write the proposal. Probably you could write it better,
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probably you could write it worse.
It's probably all right fundamentally if sales and
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marketing teams are struggling, there is
a very high chance that it sits somewhere
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deeper in product market fit or in
the way the go to market team and
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strategy has been structured in the first
place. So I go through a series
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of questions with organizations. They vary
depending on the organization, but typically what
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we discover is there is something in
the core value of the organization. Are
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they able to articulate what makes them
truly mission critical, in other words,
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the thing that that solves that hair
on fire problem the organizations have? Can
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they solve that and articulate it really
easily and succinctly? And second what is
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it about the way they solve the
PROB that problem that makes them they're normally
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not, you leakue. It's unusual
to be unique. It might not even
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be desirable to be unique. Maybe
you're very early if you're nat, but
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are you rare in the way that
you solve the problem? You think about
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that as a chart with a y
access and an x axis, with mission
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critical going up one, scored from
one to five, and rarity going along
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the bottom, scored from one twenty
five. Obviously you want to be in
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the top, right and corner.
So what are the attributes that represent the
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core value that make use as rare
and as mission critical as possible? If
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you can identify those things, then
you can start to shape a value proposition
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that really works. Now what I
tend to discover when I interview seeing at
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people, is must them cannot have
a reasonably good go answering these questions in
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a none of them have scaled their
business to where they got to without being
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capable. But often they talk about
those things differently and it means the senior
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management team mark communicating in the same
way. Of they're not communicating in the
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same way, then good luck to
everyone else in the company to be able
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to talk in the right way about
about the business. So that's often where
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we start, but they're all sorts
of other things that we may discuss today.
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You know they've got their ICP right. Often organizations will try to target
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just too many companies and you end
up try to shape your product or your
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technology to solve too many use cases
and then you end up doing none of
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them well enough. Floor why not
focus or just being the perfect obvious solution
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for a handful of organizations? So
ICP is really key. Getting the value
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prop rides as all bunch of stuff
around that. But often that fundamental core
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is we call products shaped correctly for
the market. Backs done well, then
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probably your proposal is got to convert
much better and maybe you don't have a
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problem with the way you end that
proposal in the first place. So really
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is coming back to what what problem
are you solving and and are you I
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agree with you. I think the
world unique is probably not the right the
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right way. But how do you
do it differently? How do you differentiate
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with with our people are going after
the same problem? So that's the beginning
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of the framework, right, and
then what would you put after that?
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Would you say is then I guess
come the ICP. So when you know
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what problem you are solving in world
you can be unique. You can stop
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to say, okay, here is
the business case, or do you skate
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sory? I want to focus on
they just see find the ACPA, the
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type of companies than the individual in
the organization. What about the messaging and
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to engage with them, because that's
then coming to marketings or to kind of
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the the Legion team, the pipeline
development team, and we see a lot
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of our clients struggling with that.
Right the card this I was on the
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code with a client, a good
clients of us, quite only stage and
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we spend one month on a program
where we are not satisfied with the results
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of that first month. We were
far below what we would expect from a
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bench moss perspective. And we're speaking
with the one of the top selves guide,
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the CEEO and one advisor, see
our type of advisor, and basically
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we just send them look, message
is great, we explain what we are
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doing, but there is no real
translation of what does that mean for the
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target ICP right, so you explain. So why is something with four wheels?
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You know he's got is got like
a something that true term, and
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he's got something called an engine.
And then you put something called betrol and
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you can go from A to B
and that goes quicker than by foot.
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That goes quicker at the bike.
That goes quicker than anything else that you've
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said. But what's the what's it
for them? Okay, as we are
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speaking. I think he was a
cus. Well, we actually do it
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nine time quicker and it's actually about
solving stright issue. So when you get
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attacked, when you get to say
but Ada, they can resolve the root
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cause nine time quicker. They can
find the solution nine time quicker, which
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in my eyes is massive. That's
the use case and that's why you create
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that moment where people are like almost
that bullshit moment, but people are none
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and not too good to be true. I can't believe you do that.
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Yes, let's your that's how you
push them in the net and say,
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okay, let's engage, but that's
your reca moment. It was with the
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specific clients and we discussed it was
an interesting conversation because we really evolved in
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one hour into something we are all
excited about and saying now we've got a
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hook. But finding that Hook is
probably one of the most difficult aspect that
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we see our client getting. I
think they kind of figure out through advice
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by the time they get to it's
what problem, the our sliving and our
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defriend down the way. They're sort
of thing it the word they can't explain
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and me these the Lego for a
friends is is how do you measure our
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dear friend they are in a tangible
way? So it does you justify your
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change? Yeah, who says so? Is a lot to unpack there,
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but there's don't all right now,
doesn't drop it a little bit, but
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I love that. There's exactly the
kind of conversation that I was hoping that
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we could have. There are were
to fame works. Probably that I feel
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a really relevant there. So I'll
talk about the first one, which really
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comes before getting the body proposition rights. Once you've got this one done,
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the Baldy poposition becomes easier. It's
the first one. Is really about defining
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what the pain is. You called
it the problem. What the pain is
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that we're actually solving now most organizations
are going to get I'll give you an
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example, but most organizations that you
speak to, if you give them a
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white board and say like sticks and
post it notes up there with slid the
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pain, they'll come up with a
few things and then you ask them to
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score it out of ten, and
so they'll give you a score like seven
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out of ten. Here I out
tend in nine out tend hit on.
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What's the Plame work for this?
Score. So the first thing to do
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is try and figure that out.
So I was inspired. If you are,
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if anyone out though is interested,
if you Google McGill paying index,
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you're fine. If you've ever spend
time in hospitals you'll see this. The
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McGill Pain Index is a zero two, hundred and fifty pain score for physical
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pain. So a tension headache,
I think, is about eleven out of
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fifty. And I giveing birth like
pretty painful, like it's thirty out of
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something very painful that my wife has. It's called trigeminal new Alger. It's
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a nerve paying down here, which
could scores forty two out of fifty.
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And then I was doing this exercise
with an organization. They told me up,
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eat, none of those things painful. Fifty out of fifty is the
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Gimpy Gim people on't like. What's
a Gimpy Gimbie plant? That sounds made
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up. The none, no,
Pete Google it. I Google it.
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Turns out, guess what, it's
an Australian plant and it releases the sub
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seeds into the atmosphere that you can
barely see and they land on your skin
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and then borrow into your skin and
they cause such extraordinary plain that you want
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to kill yourself. Animals throw themselves
of rocks and cliff tops. Is that
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bad? So if you and I
went for an offsite in that part of
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Australia and I said to you,
how rape can you just like pop into
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the jungle get that thing, you're
like, no way my going in there.
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But if I am, I mean
I has matt suit. Like the
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pain is so extreme that you know
that you can't handle it. Where is
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you and I both know that there
are some pains that are minor and you
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probably go skiing or do something like
that that you enjoy. You know you
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might experience playing, but you decide
the risk is worthwhile. But a fifty
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out of fifty pay no that you
decide it's not. So I took that
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idea and I reshaped it. That
McGill pain Scorne. I reshaped it for
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BTB sales. What's a ten out
of ten play in? A ten out
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of ten play is probably my company
will die if I don't solve this problem.
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So shopify could be a good example
of an organization that solves it out
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of ten pain. If that goes
down, I can't sell stuff. If
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I got sell stuff, then eventually
I can't pay my staff, I can't
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buy stock, I'm going to run
out of money. My company will weren't
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bust. So it's pretty fundamental.
I'm a nine out of ten is,
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but I'm going to lose my job
and that's often a bigger driver, especially
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large organizations, where people are at
it were disconnected from the the enterprise itself.
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I don't want to lose my job. I must act, and so
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you can go down to that scale, work down to one identifine what the
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score is for your pain is really
important. That's the first bit. So
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I'll give you an example. I
worked for a company called TRIPSIS. It's
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a brilliant business. It works with
hotels, tenzero hotels around the world to
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enable them to get all of the
makers and business people to book direct on
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the website. Why? It's cheaper
to book direct. It's more expensive to
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go to the online travel agent like
Bookingcom and and and Expedia, but most
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people don't know that and they tend
to go to the online travel agent.
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The pain that the hotels were experiencing
was every month I have to write a
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check to book in and to Expedia
for fifteen to twenty percent of my total
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bookings and every month that number gets
bigger and bigger and bigger, and I
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if I could even keep half of
that money, I could spend it on
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renovating the rooms, providing a new
bar, putting in a swimming pool like
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this a lot of money. So
that's the pain. They knew that bit.
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What they didn't do is they didn't
connect it to the strategic driver.
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So this is the steps we go
through in the exercise. If you've got
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that paying well, what's the risk
that sits under these nosule in that pain.
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In the case of hotels, it's
all hold on. Every time I
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get someone come into my hotel who
comes from Bookingcom that person I don't have
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their mobile phone number, I don't
have the email address. I can't write
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to them beforehand and let sell them
more services. I can't try and get
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them to come back after so I
can't get a repeat customer. We know
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from research in a book by chick
quality which shows that you spend more if
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you book direct so probably you have
a more affinity with the brand. You
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chose them directly, you're nicer to
their staff or when you go so that's
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important too. So hotels really want
to get this, but it's getting harder
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and hardest. They're becoming disconnected from
that repeat business. So that's the risk.
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So that goes beyond the pay but
then, because beyond risk, to
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this strategic comparative, which is if
that continues, next time I want to
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go to Paris and stay in a
hotel in the night sell on D S
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One with my wife and I go
on Bookingcom and I get that map feature
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and I see there's twenty four star
hotels within my price range or with good
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traveler ratings. I choose, well, I don't know, just choose the
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one that sort of nearest rougherly.
Well, want to be it's a becomes
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a commodity. So we go from
I write a big check the bookingcom.
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So I can't get repeat business.
So if this continues, I just become
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commodified. So no longer could I
do hotels because for the reasons that I
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wanted to give travelers this wonderful experience. Now I'm just serving my master bookingcom.
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So once you walk and though that, that moves to must of the
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seven outs into an eight out of
ten to a nine out of ten becomes
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really painful. So this is the
process that we go through. What's The
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plain? Squirt highly. What's the
risk of not acting on that plain?
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As we know, people tend to
run away from pain and toward pleasure,
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but we run away from pain more
quickly than we want toward pleasure. And
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then, once you identify the risk, what's the strategic comparative that sits underneath?
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Back driving the plane that I'm experiencing, articulating that in a really simple
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way. It's something that in a
moment, when we talk about valley proposition,
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becomes really important. Yeah, I
was about to say this is he's
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a fantastic reframing of very setting.
You know, it's what's the cost of
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doing nothing? Was the risk?
Are Riski it, you know, and
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asking what this question in a value
setting paper, paper for approach. So
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yeah, so let's talk about that. Let's talk about the very proposition.
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We had it. That's the next
step. Now you once you've got that,
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you've done that, you've done that
assessment. I'll do you. How
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do you boil it down to the
Chey moments? Wow, obviously, if
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you are the already a stage of
the said cycle, you've got to be
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able to boil that down to probably
three sentences, and so that's Proba probably
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building now. Yeah, if you
are, I wonder want meeting. Of
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course you can got it a bit
more for question and listening to to to
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toward the prospect says. But let's
start with with the beginning of the process.
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I've I've been in their esting to
also discuss about good to market strategy
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and I'll people are actually, we're
going to get that for later. But
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I think sells people need to be
slightly defic you're still figuring out your good
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to market strategy. I think the
need to be a little bit more free
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spirits and be able to lend in
different play season think on their fit.
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But let's took about that later.
Let's look about that value proposition from the
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scale of pain to the very proposition. I would you push it there and
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make sure people are using it.
Yeah, so, I mean there's more
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than one sechnique for doing this.
The one that I use is a five
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step process which it's uses as a
foundation those though pains and risks and teacher
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drivers that we just spoke about and
tries to identify what is the big shift
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in the world, the power diigm
shift. That means that we have to
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act and look. Until recently people
didn't always understand what a power didigm shift
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but if you're leading a business now, you know exactly what a power didigm
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shift is, because we all just
went through one. We could have predicted
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coronavirus, but none of us did. Coronavirus was a paradigm shift for our
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business. Most of us weren't working
from home. We had to work from
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home and the consequence of that now
is that workforces are used to distributed work
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and used to hybrid working. What
do we do with our offices? Should
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like hire someone in Australia to work
for me, or will they need to
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come to an office? All of
these questions we have. So we know
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what a paradigm shift is. So
what's The paradigm shift in the world that
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gives your your product, it's meaning? And that's the very first thing to
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go through. WHAT IS THE PARADIGM
SHIFT? And I based this I call
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us the Raskin Matrix. I based
it on the work of someone called Andy
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Raskin, who are you probably have
read. He wrote this wonderful blog post,
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the greatest sales deck ever written.
which was an analysis of the Zoora
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sales that could you can find his
analysis on medium scoop it or come up
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with the number one results. What
I did is I took he is analysis
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and tried to turn it into a
model for building a value proposition. So
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the first bit is what is the
paradigm shift? Once you've got the paradigm
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shift, then the next thing is
to identify will who wins in that paradigm
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shift and who loses. So,
for example, you know works recently if
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for an ECOMMERCE business. I mentioned
them earlier, a metre in the world
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of ECOMMERCE. But the losers tend
to be the high street stores that haven't,
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I adopted or succeeded in ECOMMERCE.
What happened to toys R us and
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looks of other brands you can think
of the disappeared the market place, and
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those are quite good brands to talk
about as losers because they were big and
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established and they felt like they were
never going anywhere and then they did.
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And yet some organizations succeed. If
they won, they broke through, they
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did great things. You can all
think, probably of great ecommerce brands that
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are pure play online fabulously successful.
You can probably think of, I.
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Some high street brands that have continued
to succeed. So what do you do
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to break through? How do you
be the winner and not the loser inside
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this New Paradigm Shift? So that's
the third step. I was the common
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thread that joins the winners together.
What did all those winners identify allowed them
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to win inside this New World,
this New Paradigm Shift? So once you've
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got that landed, what should be
happening here is that your your prospect should
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be going. Yes, you're absolutely
right, this is exactly what's happened in
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our world. Or Goups, I
hadn't even thought of that. You're exactly
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right. That's exactly what's happened in
our world, and you should really be
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landing a strong point. That's when
you move on to this four step.
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Fourth step, which is the concrete
criteria, the framework. How do you
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win in this new world and in
this new world, you're drawing out a
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framework there. So that framework says, this is what the organizations that won
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and succeeded, this is what they
did step by step, and like bring
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it up what it's on a deck
and show them how the framework starts to
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build and stablished. Show them what
your three points, five points, ten
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points looks like. They should be
able to leave that meeting. Not,
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they don't have to work with you. They should leave that meeting say,
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Gosh, that's exactly what we need
to do. I don't know if we're
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going to work with this company or
not, but that can I have to
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the copy of the deck please.
That's awesome. That's exactly what we need
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to do. Obviously there's a likelihood
they will work with you because it was
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you that shared that. One of
my customers says, until we worked with
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Pete on the Raskin Deck, we
were seen as a vendor. Now we're
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seen as a partner, and that's
because the position in as is as an
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expert like ears how you win.
So that that's the fourth step, the
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00:22:26.240 --> 00:22:30.640
concrete quite the fifth step, then, and probably the easiest one to do
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from most of us, is the
social proof. It's the demonstration that you
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can make this come true. Notice
that we haven't pitched our product a tool
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yet. So we started with the
paradigm shift, that we moved to winners
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and losers. Then we moved to
the common thread that joins the winners together.
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Then we spent time on the flame
works, the concrete quiteria that make
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this real. That's a practical thing
that you're sharing. And, finally,
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proofs that you can make it come
true. So sometimes you'll be sharing your
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customers or a quote from your customers
in the Zoor, example. So are
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share a quote from our and Leeby, who is the CEO of box,
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saying we had a praise your world
at a post or world, and the
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post or world has enabled us to
know to succeed. So you share social
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proofs that you can make this come
true. Now, psychologically, why do
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you do it like this? Well, reason you do this is because none
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of us like to be sold to. That we don't. If you go
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into a clothing store and a shop
assistant comes up to you and says hello,
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00:23:26.799 --> 00:23:30.640
sir, can I help you?
What do you tend what do you
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00:23:30.680 --> 00:23:34.359
do? Usually no, I truly
went. Actually went. Its true story.
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00:23:34.640 --> 00:23:38.200
I went to well, we've got
listened out from everywhere, but in
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00:23:38.279 --> 00:23:41.440
the UK with good shops called carriers, which piss you are the like you
356
00:23:41.920 --> 00:23:45.880
while you're by your wishing machine,
are your laptop, or whenever you want
357
00:23:45.920 --> 00:23:48.640
to buy like a fire stuff like
that and I actually wanted to get the
358
00:23:48.720 --> 00:23:52.400
new charge off from my laptop.
Get so I'm going to show but literally,
359
00:23:52.480 --> 00:23:55.279
so when it comes to me and
can he if youse out up,
360
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I'm good. And then literally I'm
like, you know what, I actually
361
00:23:56.960 --> 00:24:00.279
come back. I need you wander
how was just? I was pre pro
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00:24:00.400 --> 00:24:03.200
runt. He was a pet rubber. I was not thinking. I was
363
00:24:03.319 --> 00:24:07.680
kind of, you know, sleep
walking through the shop and I said No.
364
00:24:07.759 --> 00:24:08.920
But I'm like, actually, you're
going to save me time because I
365
00:24:10.039 --> 00:24:12.799
know exactly why I'm here and I
don't want to brawls around this shops are
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00:24:14.000 --> 00:24:17.079
you know, I can get inter
us up to look at TV complicas,
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00:24:17.839 --> 00:24:21.720
Fifty Fifteen, TV at over whatever. You don't want to be, and
368
00:24:21.960 --> 00:24:25.200
I'm a terrible by you our by
everything that's new and Gidgetty. Yes,
369
00:24:25.279 --> 00:24:27.319
we so you need to get me
out of that shoppers and that's possible.
370
00:24:27.480 --> 00:24:30.319
I know it. If that,
I'm going to get in trouble with the
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00:24:30.359 --> 00:24:33.880
wikes. So I just got the
gay bike and literally was that. It
372
00:24:33.000 --> 00:24:37.759
was a very transactional five minutes.
It took me exactly what I wanted to
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00:24:37.880 --> 00:24:41.319
get. It was a couple of
options available. We discussed about the up
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00:24:41.359 --> 00:24:45.319
sheds. I made a decision,
went to it till paid. was of
375
00:24:45.960 --> 00:24:49.359
fantastic shopping experience. I could have
spent two hours. Probably that be the
376
00:24:49.440 --> 00:24:53.319
right thing, and coming Backuso was
also that the dot need and so what?
377
00:24:53.400 --> 00:24:56.319
There you go. So, but
hope it example. Incidentally, the
378
00:24:56.400 --> 00:25:02.119
reason that you did that is because
you're free, your Neolithic the Monkey,
379
00:25:02.200 --> 00:25:06.279
but in his pretty ar threatened by
someone trying to sell you. So you
380
00:25:06.400 --> 00:25:08.160
we we sometimes leaven a hold our
hand out like no, it's okay,
381
00:25:08.240 --> 00:25:11.279
I'm just looking, I'm just grows
and like get out of my Dave kind
382
00:25:11.279 --> 00:25:14.920
of kind of yeah, you could
have figured it out in you and you
383
00:25:15.000 --> 00:25:17.319
went an host. But Hill or
tense happens. You didn't go and look
384
00:25:17.440 --> 00:25:18.880
in the in the store, all
the stuff and you realize, I don't
385
00:25:18.960 --> 00:25:22.640
know what I'm looking at now I
need some help. So you can find
386
00:25:22.720 --> 00:25:26.359
the person and you say, please, can you help me? I'm looking
387
00:25:26.400 --> 00:25:29.279
for a charge for my laptop and
they're like what kind of laptop? If
388
00:25:29.279 --> 00:25:32.119
you got so, what ages it? Oh it's a MAC yellow. Let
389
00:25:32.200 --> 00:25:34.559
me take you over to the apple
products and watch one of you got,
390
00:25:34.559 --> 00:25:37.599
because it's a different charger for the
air and for the pro. I've got
391
00:25:37.680 --> 00:25:41.960
a pro here you go. So
now you're being sold to be you're perfectly
392
00:25:41.000 --> 00:25:45.039
happy because they're selling you something that
you need. And this is the purpose
393
00:25:45.079 --> 00:25:49.720
of this reskin style baddy proposition,
because what you're trying to do at the
394
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end is get them to lower their
defenses and eliminate was called by a bewhere.
395
00:25:56.960 --> 00:26:00.160
But at that moment they should say
to you something like have you kind
396
00:26:00.160 --> 00:26:02.200
of thing you could show us,
like the you have a demo, or
397
00:26:02.279 --> 00:26:04.039
I can you walk ast your products
if you've got something we can see?
398
00:26:04.440 --> 00:26:07.640
And you're like, oh, I
probably could walk you through something. Yeah,
399
00:26:07.680 --> 00:26:10.720
and let me, let me put
something together for you. Let I
400
00:26:10.759 --> 00:26:12.119
can give you a demo. Let's
log on now. I've got a few
401
00:26:12.200 --> 00:26:17.559
slides I can show you. And
because he'd been asked, the defenses come
402
00:26:17.640 --> 00:26:21.079
down, whereas what much so many
sales people do is they start with the
403
00:26:21.160 --> 00:26:23.039
tail, show and tell. We
know, show up and slow up,
404
00:26:23.119 --> 00:26:27.759
start talking, and there's we know
rarely works, sure, but it's right.
405
00:26:27.799 --> 00:26:32.279
That's exactly what they wanted to get
to his work. I was trying
406
00:26:32.319 --> 00:26:36.960
to ascute the gushers and days are
refrainmson from it. I think this is
407
00:26:37.039 --> 00:26:41.480
perfect. So I personally believe that
by els the e's on need to between
408
00:26:41.480 --> 00:26:44.440
it. We as if you sell
them something, eat to ease or ed
409
00:26:44.519 --> 00:26:48.880
them to between a category and say
this is make a degory. When are
410
00:26:48.920 --> 00:26:52.200
you reviewing which you are doing in
that category, and let me get back
411
00:26:52.200 --> 00:26:53.839
to you when the they needs right. If you are sending a commuity staff,
412
00:26:55.200 --> 00:26:59.079
you know I'm very comedy days and
mobile for the cower something like that.
413
00:26:59.559 --> 00:27:00.759
I'm not going to sell you a
car if you just bought a brand
414
00:27:00.799 --> 00:27:04.480
new car six months ago. Right, but maybe in five years time we
415
00:27:04.519 --> 00:27:07.039
can speak again. Maybe you tell
me why I've got to bring new car.
416
00:27:07.079 --> 00:27:11.319
But I'm on the leader that this
is two years right. And technically,
417
00:27:11.359 --> 00:27:14.480
I know it is very difficult with
manufacturer to get the pulse of everything
418
00:27:14.519 --> 00:27:18.119
at the moment from China whatever.
And postcurely, if you want an electric
419
00:27:18.200 --> 00:27:21.279
car because it's in high dements,
how we should speak in one year,
420
00:27:21.680 --> 00:27:23.880
because you don't know that there's Atain
frame. You need to get the things
421
00:27:23.960 --> 00:27:27.279
going and to produce it it.
So then you start to teach them something
422
00:27:27.400 --> 00:27:33.680
new in the process which which I
think people it's a consultative cells. I
423
00:27:33.720 --> 00:27:37.759
mean he's been called a lot of
things with our plain but this is the
424
00:27:37.839 --> 00:27:41.839
best way to build a relationship.
You build a relationship by giving information that
425
00:27:42.000 --> 00:27:47.039
gets of knowledge. And I know
what you're saying because we've got lots of
426
00:27:47.599 --> 00:27:52.000
we've got lots of distrust eruptive customers
and it absolutely drive me insane when you
427
00:27:52.160 --> 00:27:55.640
just listen to the code that the
sellers guy is good to. So we
428
00:27:55.759 --> 00:27:57.799
book a cold, we get someone
excited, we create that light bird moment.
429
00:27:57.880 --> 00:28:02.559
When this is how you go about
it. What US new? Right,
430
00:28:03.319 --> 00:28:04.920
let's come and speak to me,
and there is two choice you can
431
00:28:06.000 --> 00:28:07.799
make. The other selves. person
you do what you just said, Pitt,
432
00:28:08.200 --> 00:28:12.319
which is you really go and you
speak about the market, you speak
433
00:28:12.359 --> 00:28:15.559
about the issue, you speak about
what you're seeing, you speak about the
434
00:28:15.680 --> 00:28:19.400
shift. You didn't bring them value
and what people are seeing when they go.
435
00:28:19.920 --> 00:28:22.440
This is the old one and this
is the new world, right,
436
00:28:23.400 --> 00:28:27.839
this is what happened in the new
world and this is the benefit of being
437
00:28:27.880 --> 00:28:30.839
in the new world. You can
say in the old one, that's okay,
438
00:28:30.319 --> 00:28:33.920
right, but then you create that
scarcity, that sort of do you
439
00:28:34.039 --> 00:28:37.160
want to move because the cool kids
are going that way, right, or
440
00:28:37.200 --> 00:28:41.039
do you want to stay that one? Which is fine. But when you
441
00:28:41.160 --> 00:28:45.359
do that, I think you empower
people. You can almost rewrite a story
442
00:28:45.440 --> 00:28:48.759
in their head that they can then
bring to their management. That story maybe
443
00:28:48.799 --> 00:28:52.440
will make them look good. You
know, intail information, stats on what's
444
00:28:52.440 --> 00:28:56.720
opening in the market. This is
what every single Bayoy is looking for.
445
00:28:56.279 --> 00:29:00.200
If you actually give them that,
which will then put to sell to them,
446
00:29:00.279 --> 00:29:03.960
because you you actually give them a
munition to go and look great and
447
00:29:04.160 --> 00:29:07.680
know, and you are right,
you should never tray to send with the
448
00:29:07.759 --> 00:29:12.279
objective of Selly, but with,
if you got a real fashion about solving
449
00:29:12.359 --> 00:29:15.799
the pain. I think that's what
that's that's where you should focus. Or
450
00:29:15.880 --> 00:29:21.319
this is a that in itself a
really good point, because you mentioned ICP
451
00:29:21.559 --> 00:29:26.920
earlier and they will, in any
markets, think about what most founders,
452
00:29:26.960 --> 00:29:30.359
when they look at the total addressabul
market, they will be able to explain
453
00:29:30.480 --> 00:29:36.240
to a BC or whoever that there
the market is huge, like it's worth
454
00:29:36.359 --> 00:29:40.480
billions, even trillions of dollars.
That could be true over time. The
455
00:29:40.599 --> 00:29:45.599
properly comes when they try to address
that market and the trick is to find
456
00:29:45.759 --> 00:29:51.279
the very small group of customers who
are going to love the way you solve
457
00:29:51.359 --> 00:29:53.559
the problems so much that not need
to they buy from you, but they
458
00:29:53.640 --> 00:29:56.839
stay for a long time. You
know, we know in sis what's more
459
00:29:56.920 --> 00:30:00.119
important than selling the business is hold
nuns of the business that you've got,
460
00:30:00.200 --> 00:30:03.319
because that's how you get the orchistic
curve, that's how you get good and
461
00:30:03.400 --> 00:30:07.119
at dollar attention. You know that
the measure that says that this is a
462
00:30:07.279 --> 00:30:11.880
product that has pullut market bit.
But the problem comes when we sell to
463
00:30:11.920 --> 00:30:15.359
the wrong type of customer and when
you sort of the wrong type of customer
464
00:30:15.640 --> 00:30:18.839
but you sort of solve a bit
of their problem. Sales guys sometimes a
465
00:30:18.960 --> 00:30:22.640
motivated to sell to anyone because I
need to make my quota. So like
466
00:30:22.759 --> 00:30:25.799
please buy for me. But that's
the wrong way to think about it.
467
00:30:25.920 --> 00:30:30.920
And getting an ideal customer profiles that
you focus in on a co orper of
468
00:30:30.119 --> 00:30:36.359
organizations that all share the same traits. They all behave in the same way,
469
00:30:36.440 --> 00:30:38.480
they think in the same way.
You mentioned earlier that you're one of
470
00:30:38.519 --> 00:30:41.920
those people. I'm the same that
you like new gadgets, you like new
471
00:30:42.000 --> 00:30:45.839
stuff. So I give you an
example. I'm wearing one of these it's
472
00:30:45.880 --> 00:30:48.079
a further ring. You probably know
about them. It's the new one,
473
00:30:48.559 --> 00:30:52.920
so they're not some of the features
where even be available to the summer.
474
00:30:52.400 --> 00:30:55.559
I'm okay with that. If I'm
a woman, it put it in my
475
00:30:55.640 --> 00:30:56.720
periods. Not yet, not till
the summer. It can't do that.
476
00:30:56.960 --> 00:31:00.039
I'm okay with all that because I
like being an earlier dopt. I like
477
00:31:00.160 --> 00:31:04.599
buying stuff that's new. Equally,
there are plenty of customers out there that
478
00:31:04.640 --> 00:31:08.000
are going to wait a long time
and buy a much later in the process.
479
00:31:08.079 --> 00:31:11.880
You know when it's cheaper, when
it's proven to work, when it's
480
00:31:11.200 --> 00:31:15.480
one in its category. My files
in laws a great example here. I
481
00:31:15.599 --> 00:31:18.359
remember a couple of years ago,
in buying a DVD player for a nineteen
482
00:31:18.400 --> 00:31:22.400
pounds. Ninety nine, ads to
like, you know, the UK's version
483
00:31:22.400 --> 00:31:23.799
of Walmarts, and I'm like,
why are you buying a dvd play like
484
00:31:23.880 --> 00:31:27.480
everyone else is using Netflix and Amazon
prime. It's like, well, it's
485
00:31:27.559 --> 00:31:32.559
not buy one before. So I
lack a really slow to buy. If
486
00:31:32.799 --> 00:31:34.400
you and I were to go out
and so making phone calls and you know,
487
00:31:34.440 --> 00:31:37.000
I was cool you and I was
cool my father in law. There's
488
00:31:37.000 --> 00:31:41.039
a good chance I'd sell you a
new technology. I'm never going to set
489
00:31:41.079 --> 00:31:44.240
him a newt anology doesn't. We
block a move and you got move them
490
00:31:44.279 --> 00:31:47.160
on their and that's well, you
know, you've got to move on from
491
00:31:47.240 --> 00:31:49.960
the people at would do not understand
the pain. They will be organization and
492
00:31:51.000 --> 00:31:52.880
say, you know what, we
don't want to move, we are comfortable
493
00:31:52.960 --> 00:31:57.400
where we are. You have countries, well, maybe Germany and France.
494
00:31:57.519 --> 00:32:00.640
You know, people stay in job
for ten years, fifteen years. There
495
00:32:00.759 --> 00:32:04.759
is a reason behind that. The
reason why they don't move is probably because
496
00:32:04.759 --> 00:32:07.480
it don't take a lot of risk, but they'll bit risk ad well.
497
00:32:07.640 --> 00:32:09.440
So how do you get these people
to chat? Then you need to look
498
00:32:09.440 --> 00:32:13.359
at the type of organization you know. Do you do I want to go
499
00:32:13.519 --> 00:32:15.559
and sell to in forst, for
example? Do I want to go and
500
00:32:15.640 --> 00:32:21.240
start the sales process with BNP Pariba? I'd actually quite you know, a
501
00:32:21.359 --> 00:32:24.240
child, but not the worst one. What do I want to speak to?
502
00:32:24.480 --> 00:32:30.279
One of those new online pain like
the Monsoor revolute type of people who
503
00:32:30.319 --> 00:32:34.920
are, you know, bunch of
kids, very ta codentated dose guys wants
504
00:32:35.079 --> 00:32:38.319
take the the curve much quicker than
the other the idacy intake. They want
505
00:32:38.359 --> 00:32:40.319
to be. They want to be
you bids, they want to be the
506
00:32:40.359 --> 00:32:44.880
fells gay to use it. They
are not scared about using new technology and
507
00:32:44.920 --> 00:32:46.720
the technology at fully walking, but
they will develop at they can, you
508
00:32:46.759 --> 00:32:50.279
know, have the ipacked on our
it goes, etc. Etc. So
509
00:32:51.160 --> 00:32:53.400
you've got those two spectrums. You
have to move on from the people that
510
00:32:53.920 --> 00:33:00.119
can. That count move with you. But I think the point that men
511
00:33:00.200 --> 00:33:05.119
it is the most important is that
I don't get it when, if you've
512
00:33:05.119 --> 00:33:08.039
got the first meeting with an organization
and yourselves person, the first thing you
513
00:33:08.160 --> 00:33:12.640
do is to take your lap about
and do demo like you know, expecting,
514
00:33:12.680 --> 00:33:14.799
look, this is so good that, when you see it's going to
515
00:33:15.480 --> 00:33:17.559
why don't you spend some times?
This is an opportunity to speak about the
516
00:33:17.640 --> 00:33:22.640
industry. This is an what e's
on? What's walking was not working?
517
00:33:22.920 --> 00:33:25.720
This is an opportunity for you to
probably ask the question on the sound.
518
00:33:25.799 --> 00:33:30.480
Really well, the pain is because
you know, sometimes people refrain the pain,
519
00:33:30.160 --> 00:33:34.880
okay, and they may have a
different aspective as towards painful versus that
520
00:33:35.000 --> 00:33:37.799
painfully. We could speak about pain
S, thresholds on that zero, hundred
521
00:33:37.799 --> 00:33:40.599
and fifty and you go to someone
a sell Oh my God, my adeck
522
00:33:42.240 --> 00:33:45.839
that. That's fifty right. Some
other people's are attack. That's fine.
523
00:33:46.000 --> 00:33:50.960
I'm a I'm a functioning alcoholic and
I work with them for the last time
524
00:33:51.000 --> 00:33:52.279
for the last twelve ye hours.
That's cool, I can deal with it.
525
00:33:52.400 --> 00:33:55.079
It's no problem. So I think
the stresshold is different than you've got
526
00:33:55.119 --> 00:34:00.039
to appreciate that. But going there
it's almost like a doctor. You go
527
00:34:00.160 --> 00:34:04.519
to a doctor, Alison Shoh it, don't say your world, don't say
528
00:34:04.519 --> 00:34:07.920
your world. I've got exactly the
pretty words. Letting Chriss through what it
529
00:34:08.039 --> 00:34:12.480
does that shoot, it get its
perfects. Got Us of who your issue.
530
00:34:12.920 --> 00:34:16.000
You need to have stopt with ast
you question. Looked at the fake
531
00:34:16.519 --> 00:34:22.519
is. There is no presentation.
But what I think is difficult, though,
532
00:34:22.639 --> 00:34:24.280
at the other end, because I
think we both a great is the
533
00:34:24.480 --> 00:34:30.320
right things to do, the difficulty
that they've seen clients face, seeing,
534
00:34:30.440 --> 00:34:32.199
because I think a lot of people
would agree that it direct thing to do.
535
00:34:32.840 --> 00:34:37.599
A lot of people may not agree
because this will think now seals process
536
00:34:37.679 --> 00:34:39.800
needs to be friction less. Friction
less. We need to be the sells
537
00:34:39.840 --> 00:34:44.119
forcecom of tomorrow. We had to
be the SELFS now of tomorrow. But
538
00:34:44.599 --> 00:34:46.360
I think we need to be very
established to be really able to have a
539
00:34:46.400 --> 00:34:50.440
process that is friction les as well. You've got to down the more boom
540
00:34:50.480 --> 00:34:52.239
boom, boom, boom, boom
boom. How do you find the sales
541
00:34:52.320 --> 00:35:00.039
people and train them to have those
no safety net conversation because, quite frankly,
542
00:35:00.719 --> 00:35:02.760
it takes a specific type of people
to be able to sit down in
543
00:35:02.800 --> 00:35:07.320
a seal level offee. So I
deputy see level and actually speak about the
544
00:35:07.400 --> 00:35:13.280
industry and speak with speak about that
business. So do you have stories or
545
00:35:13.360 --> 00:35:19.159
lifetime example of people who've been able
to scale good quality sells, people who
546
00:35:19.239 --> 00:35:22.239
can have those good important conversation because
that's that's an issue that they see in
547
00:35:22.320 --> 00:35:24.960
the market? Yeah, well,
actually, you know, I would in
548
00:35:25.079 --> 00:35:31.039
my opinion, the quickly you can
find process and predictability the better. The
549
00:35:31.159 --> 00:35:35.440
examples you give of service now and
sales force. The way I would be
550
00:35:35.559 --> 00:35:39.280
thinking about predictability as a venue leader
in one of those market leading huge the
551
00:35:39.400 --> 00:35:45.800
publicly listed organizations is very different.
So how I'd be thinking about predictability and
552
00:35:45.840 --> 00:35:49.519
a seed stage or sho is a
business, but I'd still be thinking about
553
00:35:49.559 --> 00:35:52.679
how do I prove predictability. Well, time of a bunch of back business
554
00:35:52.719 --> 00:35:58.599
gets to serious be it needs to
demonstrate it that there's enough predictability that can
555
00:35:58.679 --> 00:36:01.599
be scaled up that the capital that
they're about to deploy is used in a
556
00:36:01.679 --> 00:36:07.440
good way. So that means that
there will be a process that you endeavor
557
00:36:07.719 --> 00:36:12.440
to make frictionless. Of course there
will always be friction of first, but
558
00:36:12.599 --> 00:36:15.280
the process will be a different one
to the one you might use in five
559
00:36:15.400 --> 00:36:19.480
years time when you are large organization. So what you're looking for in the
560
00:36:19.559 --> 00:36:22.840
early stage businesses is, how is
the founder doing this? Probably the founder
561
00:36:23.440 --> 00:36:28.079
generally not with a sales background,
but they're succeeding. So what are they
562
00:36:28.159 --> 00:36:31.559
doing that successful? How do we
bottle that and turn it into a process
563
00:36:31.599 --> 00:36:36.039
that works? Let's try with a
couple of salespeople and see if that works.
564
00:36:36.440 --> 00:36:39.760
Let's identify where the problems are and
then let's try and fix those problems
565
00:36:39.880 --> 00:36:43.559
until we can get to a point
of view a one or two people can
566
00:36:43.639 --> 00:36:46.599
take what that found. They did
so well and succeed. But I'd like
567
00:36:46.679 --> 00:36:51.960
to quickly come back to a point
that we were talking about earlier. If
568
00:36:52.119 --> 00:36:55.320
we need too much magic, then
probably we've got a product issue, not
569
00:36:55.360 --> 00:37:00.679
a sales issue. The sales process
should be able to run with a percentage
570
00:37:01.000 --> 00:37:07.519
conversions that are, broadly speaking,
predictable. Certainly during that period series a
571
00:37:07.679 --> 00:37:13.639
to be and I would argue often
beforehand. Finding the right typology of sales
572
00:37:13.719 --> 00:37:15.719
person is really important then. So, to come back to your point,
573
00:37:15.840 --> 00:37:20.840
the person, the salesperson, that
is successful in an early stage business isn't
574
00:37:20.920 --> 00:37:23.719
necessarily the person that is successful in
a later stage business, which is very,
575
00:37:23.920 --> 00:37:29.719
very good, process driven. You
do need someone who has got flare
576
00:37:30.320 --> 00:37:34.000
and creativity. I'll give you an
example from Ametry, are one of the
577
00:37:34.039 --> 00:37:37.440
best salespeople that I had worked for
me. I remember that we made a
578
00:37:37.480 --> 00:37:39.800
sale to love honey. So for
those who don't know love honey, it's
579
00:37:39.880 --> 00:37:45.440
kind of the acceptable face of sex
toys and you know, and that kind
580
00:37:45.480 --> 00:37:49.760
of that kind of stuff and advertised
students. You know, that's the kind
581
00:37:49.800 --> 00:37:52.920
of branding. Anyway, she went
to the meeting with them and she had
582
00:37:52.960 --> 00:37:57.599
bought in advance. She bought some
penus shaped cookie cutters which she then made
583
00:37:57.679 --> 00:38:00.199
cookies the night before she went to
the meeting. They loved it. Why
584
00:38:00.239 --> 00:38:04.519
did they love it? Because she
did something different and unique and unusual.
585
00:38:04.840 --> 00:38:07.239
You don't need to do that if
you work at sales force, but we
586
00:38:07.360 --> 00:38:09.840
needed to do that because we need
something that set us apart. They'd thought
587
00:38:09.880 --> 00:38:13.480
it was kind of cheeky. It
was funny. It wouldn't have worked for
588
00:38:13.519 --> 00:38:16.280
a gentleman's clothing brand, but it's
certainly worked for love honey. Well,
589
00:38:16.400 --> 00:38:22.320
Theyk was that good to win.
But because he next meeting they her memorable.
590
00:38:22.559 --> 00:38:25.559
So that that means that she was
able to do something creative and different.
591
00:38:25.880 --> 00:38:30.280
That is useful then. So what's
the learning from this? For anyone
592
00:38:30.360 --> 00:38:35.480
listening will learning is defined. You
need. What is the typology of Salesperson?
593
00:38:35.559 --> 00:38:37.599
You need. Had you that quality
that she that she had? I
594
00:38:37.719 --> 00:38:42.000
would call that creativity. They asked
to tell a sense of humor and she
595
00:38:42.119 --> 00:38:45.800
was fearless. But really wachs create
differ. It's a bit of emotional indigence
596
00:38:45.880 --> 00:38:50.119
as well. You know, people
had get ring Rove it and I think
597
00:38:50.159 --> 00:38:54.000
it's a means of qualities of the
individual and knowledge of the industry. You
598
00:38:54.119 --> 00:38:58.360
know, if you are it's actually
that knowledge of the industry for me to
599
00:38:58.480 --> 00:39:01.239
passion for the industry. Are Passion
for which you're are doing if you're really
600
00:39:01.280 --> 00:39:06.400
believing the product and you've got a
passion for the problem that the this is
601
00:39:06.480 --> 00:39:10.760
solving. It is very difficult to
notts get creative because you've been in so
602
00:39:10.840 --> 00:39:13.960
many of this conversation of people like
yeah, we want to do that,
603
00:39:14.239 --> 00:39:16.960
but are we do you have to
do that? But and then you you've
604
00:39:17.000 --> 00:39:22.159
got the response to the butts and
the response to those birds. In a
605
00:39:22.199 --> 00:39:24.760
way, if you had long enough, I think they create the creativity.
606
00:39:25.000 --> 00:39:29.119
But the cookie thought is a fantastic
adly, I'm going to think about that.
607
00:39:29.639 --> 00:39:31.480
That's question for you. Common mistake
that you seen good to market strategy?
608
00:39:31.519 --> 00:39:36.599
What's the most common? Maybe?
Why do those three mistakes that you
609
00:39:36.639 --> 00:39:42.440
see people making in the plants?
Yeah, something the sales leaders frequently do
610
00:39:42.880 --> 00:39:47.159
badly is forget about marketing. They
forget that you can spin up an outbound
611
00:39:47.239 --> 00:39:51.400
team, you can work really hard
on building the cells to bottom a model.
612
00:39:51.559 --> 00:39:53.639
I run these models. I approve
of these models. They're good.
613
00:39:53.760 --> 00:39:59.639
But place to start is how do
we get demand? And the more then
614
00:39:59.679 --> 00:40:02.679
mold we have, the easier all
be for our sales team to take opportunities,
615
00:40:04.920 --> 00:40:08.719
run them through a process and turn
them into close business so because sales
616
00:40:08.760 --> 00:40:14.840
leaders so infrequently come from other marketing
background they almost forget the one of the
617
00:40:14.920 --> 00:40:17.039
places to start is how do we
get awareness about product telling the market?
618
00:40:17.079 --> 00:40:22.400
How do we get people to consider
the criteria for choosing a product like ours?
619
00:40:22.679 --> 00:40:25.039
How do we get people to come
to our site and demonstrate intent,
620
00:40:25.519 --> 00:40:30.599
because those people are self selecting that
they're likely to be and ICP and that's
621
00:40:30.679 --> 00:40:36.880
going to be lower friction and usually
lower cost. The putting a very expensive
622
00:40:36.960 --> 00:40:39.880
cells development team to really work very
hard on that. So I'm very pro
623
00:40:40.079 --> 00:40:44.599
sales to beloment teams, but I
would rather my selvees development team works on
624
00:40:44.639 --> 00:40:49.760
the right opportunities than the low opportunity
and failing to focus on demand generation,
625
00:40:50.000 --> 00:40:54.239
is so frequently a founding go to
market and go to market challenges. Thank
626
00:40:54.280 --> 00:40:58.079
you so much for that bit.
Look, lots of incredible insight. Love
627
00:40:58.199 --> 00:41:00.679
love some of the stories as well. Very, very useful. If any
628
00:41:00.920 --> 00:41:05.920
of audience wants to carry on the
conversation with you, are actually engage with
629
00:41:06.000 --> 00:41:07.239
you because they may have any shue, then send for his good to market
630
00:41:07.239 --> 00:41:10.400
strategy. What's the best way to
get to love your pit some near email
631
00:41:10.519 --> 00:41:15.800
with Pete Dot Thee for David Dot
Crosby at gmailcom Bet Dot d doc crosby,
632
00:41:16.239 --> 00:41:20.920
and I will would lie to anyone
that sends me anything as all perfect
633
00:41:21.000 --> 00:41:22.519
what I was an absolute pleasure to
have you on the show and, yeah,
634
00:41:22.719 --> 00:41:29.519
thank you. You've been listening to
BEDB revenue acceleration. To ensure that
635
00:41:29.559 --> 00:41:32.440
you never miss an episode, subscribe
to the show in your favorite podcast player.
636
00:41:34.000 --> 00:41:37.679
Thank you so much for listening.
Until next time. This podcast is
637
00:41:37.719 --> 00:41:42.599
sponsored by Gong. Gong empowers your
entire go to market your organization, but
638
00:41:42.800 --> 00:41:49.559
operationalizing your most valuable asset, your
customer interactions, transform your organization into a
639
00:41:49.599 --> 00:41:54.360
revenue machine whilelocking reality and helping your
people reach their full potential. Get started
640
00:41:54.480 --> 00:41:55.960
now at Gong dot Io.
