42: Turning Marketing Into a Revenue Engine w/ Lee Hackett

May 29, 2019 00:22:47
42: Turning Marketing Into a Revenue Engine w/ Lee Hackett
B2B Revenue Acceleration
42: Turning Marketing Into a Revenue Engine w/ Lee Hackett

May 29 2019 | 00:22:47

/

Show Notes

CMOs are often faced with an overwhelming amount of shiny new toys when they step into their role — marketing automation platforms, ABM tools, website personalization, the list goes on. But regardless of where they place their efforts, CEOs and CFOs often look at marketing and ask: What is the bottom-line contribution?

If CMO contributions are not observable in terms of ROI, the CMO may eventually vacate their position. Then, a new CMO comes on board, and the cycle starts again.

Lee Hackett sees it all the time. It’s what keeps him up at night, and it’s part of the reason he started Bluprint in 2013, where they help CMOs and marketing leadership maximize their investments in marketing technologies.

With 25 years in marketing, Lee has a lot to say about how marketing leaders can tie their hard work to the bottom line of the c

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Episode Transcript

WEBVTT 1 00:00:02.560 --> 00:00:07.549 You were listening to be tob revenue acceleration, a podcast dedicated to helping software 2 00:00:07.549 --> 00:00:11.789 executives stay on the cutting edge of sales and marketing in their industry. Let's 3 00:00:11.789 --> 00:00:16.670 get into the show. Hi, welcome to be. To be a revenue 4 00:00:16.670 --> 00:00:20.710 acceleration may then, boving in with you, and I'm yet today we Packett 5 00:00:20.910 --> 00:00:26.179 Ceeo at groot print x. How are you doing the I'm greatly quite plaguing 6 00:00:26.219 --> 00:00:30.500 you and I think the to big of to day is it's actually quite distructive 7 00:00:30.579 --> 00:00:35.420 board the sets people that are listening to us, because it's around turning marketing 8 00:00:35.659 --> 00:00:40.409 to a Roman engine. But before we stopt the conversation, you would you 9 00:00:40.450 --> 00:00:44.170 man introducing yourself qualities, as well as thinking as a little bit more about 10 00:00:44.170 --> 00:00:48.049 what you do and groups? Yeah, of course, absolutely so. I'm 11 00:00:48.130 --> 00:00:52.439 CEO bloopernt X, as you as you mentioned, boop an x is really 12 00:00:52.560 --> 00:00:57.520 a technology agency, but it's quite a kind of simple. We help CMOS 13 00:00:57.840 --> 00:01:03.120 and marketing leadership really maximize their technology investments. As you know and as most 14 00:01:03.120 --> 00:01:07.950 people are probably know, as an explosion in marketing technology. So you know 15 00:01:07.109 --> 00:01:11.030 how to best use that technology to drive revenue. Yeah, which is always 16 00:01:11.069 --> 00:01:15.510 the purpose is our aim and we've been doing that for five years now. 17 00:01:15.629 --> 00:01:18.900 We kind of worked out what works and what doesn't, I think, and 18 00:01:19.459 --> 00:01:23.180 we're kind of you know, we work with mainly mid side enterprise up size 19 00:01:23.219 --> 00:01:27.459 companies, global shot. So the in marketing. There is so many things 20 00:01:27.500 --> 00:01:32.969 that marketing team can do and I guess depending on the sale of the organization, 21 00:01:33.290 --> 00:01:37.969 depending on the tablefore organization, depending on how famous the brand is, 22 00:01:38.329 --> 00:01:42.129 the marketing activity can change and you can go from rainworpidation, you can go 23 00:01:42.370 --> 00:01:48.560 pr you can build me generation of dens. Indications of the Great Surf canders 24 00:01:48.599 --> 00:01:53.719 marketing. But we see a strong shift towards marketing in the technology industry. 25 00:01:53.760 --> 00:01:59.480 Are being larger impact within seven Rouben, you are all real from from the 26 00:01:59.599 --> 00:02:05.829 box to actually drive more revenue from marketing. What does it take for marketing 27 00:02:05.870 --> 00:02:09.830 teams to make this shift? And I remind set is more focused on generating 28 00:02:09.870 --> 00:02:15.270 thesa, generating orbing yeah now'. It's a true summary and kind of good 29 00:02:15.270 --> 00:02:17.139 question. I think the last bit, you know, the key to the 30 00:02:17.300 --> 00:02:21.180 whare or the key to this. Is that not one of the last ways? 31 00:02:21.219 --> 00:02:24.460 You mentioned the earlier ways, which was mindset right so the whole function. 32 00:02:24.580 --> 00:02:27.699 If we kind of go back a little bit, you know, marketing 33 00:02:27.860 --> 00:02:31.409 is a function as in a kind of mid sized company and Enterprise Global Company 34 00:02:31.569 --> 00:02:35.409 can be very, very different. Right, so, and I think we 35 00:02:35.490 --> 00:02:38.770 have to recognize that, we have to remember that. But it let's take 36 00:02:38.810 --> 00:02:42.729 a typical company. have been settled by channel, where they been settle, 37 00:02:42.810 --> 00:02:46.879 as you said, by brand, by where by marketing, digital then come 38 00:02:46.879 --> 00:02:50.560 along and there was another strand of marketing, but a different department. So 39 00:02:51.000 --> 00:02:53.840 effectively a lot of these kind of things have been set up in a kind 40 00:02:53.840 --> 00:02:59.349 of organizational structure which is pretty defunct. So quite right. Right. So 41 00:02:59.669 --> 00:03:01.909 what's kind of happening now, as being happening for a while, but it's 42 00:03:01.909 --> 00:03:06.750 getting in a lot of accelerating fast, is, you know, there's a 43 00:03:06.789 --> 00:03:09.550 lot of investments being made in marketing. Is a lot of shiny new toys 44 00:03:09.710 --> 00:03:15.740 that CMOS can buy, your digital teams can buy and with the pretext of, 45 00:03:15.979 --> 00:03:19.219 you know, it can of really shift in the needle and finding out 46 00:03:19.300 --> 00:03:23.419 that it doesn't really do that and sort as a huge amount of money being 47 00:03:23.460 --> 00:03:29.770 put into customer experience and and the Web and personalization and then account base marketing 48 00:03:29.849 --> 00:03:36.490 and all of these kind of disciplines which are all hope to ultimately drive revenue. 49 00:03:36.610 --> 00:03:39.050 But I think the key thing is is in our experience, and in 50 00:03:39.129 --> 00:03:44.000 my experiences, that kind of what's happened. There's a lot of these investments 51 00:03:44.039 --> 00:03:47.879 have failed and a lot of these these approaches have failed. And so what 52 00:03:49.039 --> 00:03:52.560 kind of CEOS? Who? Ultimore, CFOs, ultimate, Salas, Sun 53 00:03:52.680 --> 00:03:54.599 is kind of stuff off now, you know, they want to see you 54 00:03:54.870 --> 00:03:58.629 was the return of investment. You know, so if we put a dollar 55 00:03:58.750 --> 00:04:00.870 in, what do we get back and when do we get in? And 56 00:04:00.349 --> 00:04:03.469 you know, we want to see a bit more security around that happening rather 57 00:04:03.590 --> 00:04:06.310 than, you know, we're going to buy a new piece of technology which 58 00:04:06.349 --> 00:04:11.860 will help us personalize our customer journey. Well, that's great, but how 59 00:04:11.939 --> 00:04:14.620 we're going to get a retain on that? And I think that takes a 60 00:04:14.900 --> 00:04:17.699 new mindset. You know, of for a market, of Department in general 61 00:04:17.899 --> 00:04:21.860 and a kind of typical company. You know, they've predominantly focused, and 62 00:04:21.860 --> 00:04:26.490 I've been in marketing in one way in another for twenty years and focused on 63 00:04:26.610 --> 00:04:29.810 doing stuff. You know, output. You know, number of events, 64 00:04:30.370 --> 00:04:34.370 number of campaigns, number of visitors, the website and that's again they're, 65 00:04:34.449 --> 00:04:40.079 you know, the key performance indicators, but really are they going to shift 66 00:04:40.120 --> 00:04:43.959 the needle and drive towards revenue? So what is kind of required? There's 67 00:04:43.959 --> 00:04:46.439 a new mindset of, you know, fail fast, you know test and 68 00:04:46.560 --> 00:04:51.759 target really quickly and have a real model that drives toward revenue and make sure 69 00:04:51.870 --> 00:04:58.110 that ultimately the most important thing is that the marketing department is aligned to the 70 00:04:58.269 --> 00:05:01.509 other functions within the business, because this is particularly sales. This is super 71 00:05:01.550 --> 00:05:05.069 important in every set that but you know, particularly in the text sector. 72 00:05:05.550 --> 00:05:10.139 Sure, I guess you see a shift, depending on the Shaze of the 73 00:05:10.220 --> 00:05:14.180 other in US Asia, the Indome of the importance of marketing being linked to 74 00:05:14.220 --> 00:05:16.620 UMN. You. Yeah, no, definitely. I think in the midsize 75 00:05:16.779 --> 00:05:23.250 company it's definitely more important and it's more of a focus because the management team 76 00:05:23.329 --> 00:05:27.689 may be smaller, the CEOS closer to the business, the day to day 77 00:05:27.769 --> 00:05:31.290 business. In Enterprise Company, let's say a big you know, a big 78 00:05:31.370 --> 00:05:35.199 bank in the financial services industry, then you know that that that marketing department 79 00:05:35.240 --> 00:05:39.199 could be huge right. Could Be, you know, several hundred people in 80 00:05:39.319 --> 00:05:44.600 it and lots of different functions. So I actually is also about doing stuff 81 00:05:44.959 --> 00:05:47.439 that needs to be done on at a regular, daily, weekly, monthly 82 00:05:47.560 --> 00:05:51.790 basis. Right. So I think the gap in a small inner, the 83 00:05:51.829 --> 00:05:56.110 difference in a midsize company and Enterprise Company. You know, the gap is 84 00:05:56.550 --> 00:06:00.389 reducing faster and midsize because the CEO is closer to the front line. Yeah, 85 00:06:00.629 --> 00:06:04.019 that makes an I think we see that opening a loud skin. It's 86 00:06:04.100 --> 00:06:09.819 one organization and but still even the one that they've received investments recently or even 87 00:06:09.899 --> 00:06:13.860 a lot of investment. People then to be a little the CFO is glows 88 00:06:13.899 --> 00:06:17.810 up to the Clo in the winding this investing and they are often as king 89 00:06:17.889 --> 00:06:21.649 us, or what they asking us, to build a business model or business 90 00:06:21.769 --> 00:06:27.129 cases before we even start walking, because they want to make sure everything election 91 00:06:27.329 --> 00:06:30.610 we do and every single as you mentioned, everything going doll are found invested 92 00:06:30.610 --> 00:06:35.439 into into the marketing machine, we create a return. When it comes to 93 00:06:35.879 --> 00:06:42.360 or renew generation techniques. Have you seen any roven generation technique that, from 94 00:06:42.399 --> 00:06:46.079 your perspective, Walk Better Than Although or marketing people? No. I think 95 00:06:46.430 --> 00:06:53.230 for me the crucial element is consistency and an alignment. Right. So, 96 00:06:53.550 --> 00:06:58.790 you know, I think all of our customers will use different forms of revenue 97 00:06:58.829 --> 00:07:03.180 generation, demand generation, you know in their particular market segment, consens indication, 98 00:07:03.459 --> 00:07:10.379 you know, ABM. You all strategies and tactics at have vary different 99 00:07:10.579 --> 00:07:14.819 degrees of success. But I kind of think that when I see the best 100 00:07:14.899 --> 00:07:20.529 performance is when there's a consistent approach at joined up approach and aligned approach with 101 00:07:20.689 --> 00:07:26.689 sales, where there's a you know, a combined sales funnel, there's agreed 102 00:07:26.810 --> 00:07:30.680 ways of working, all of these things are in place that you know, 103 00:07:30.800 --> 00:07:36.480 to really get visibility on the performance. The tactics have a degree of variable 104 00:07:36.680 --> 00:07:41.120 but again, you know, for me the fund the begetting the fundamunts right. 105 00:07:41.279 --> 00:07:45.029 Being consistent in the approach and being joined up always delivers a better result. 106 00:07:45.350 --> 00:07:48.230 And when you say John, does it drained up with management as a 107 00:07:48.310 --> 00:07:54.470 marketing Golthorn, your sent team or in Yours Organization within your company, or 108 00:07:54.589 --> 00:07:59.139 all of that? Or the most important piece of sex I and where I 109 00:07:59.259 --> 00:08:03.420 see the biggest disconnect is, and this is the most difficult thing to resolve, 110 00:08:05.139 --> 00:08:09.860 is where you know if you have a sales and marketing team with agreed 111 00:08:09.939 --> 00:08:15.370 ways of working and agreed integrated sales on all you know, juggled up tactics 112 00:08:15.449 --> 00:08:18.610 in terms of how the approach it agreed SLA's on. You know how things 113 00:08:18.649 --> 00:08:22.089 will be followed up and on the what time frame, you know, and 114 00:08:22.209 --> 00:08:26.439 that is then implemented into the technology from a you know, from sales force 115 00:08:26.519 --> 00:08:31.279 or from markets and automation, and you know topics from what how content should 116 00:08:31.279 --> 00:08:35.320 be written, what type of content, what kind of nature campaigns, all 117 00:08:35.440 --> 00:08:39.600 these kind of things should be a decision that was taken between the marketing and 118 00:08:39.720 --> 00:08:43.669 sales team. So you have a combined approach. For me that you know 119 00:08:43.750 --> 00:08:48.070 in the five or six years that I've been doing an advising some very big 120 00:08:48.110 --> 00:08:54.990 companies, aowed to do this. That always delivers a better result. Shall 121 00:08:54.269 --> 00:08:58.220 so that's actually a very interesting to be an I was just about to take 122 00:08:58.299 --> 00:09:03.379 you down, so I'm glad you kind of building me a bridge to my 123 00:09:03.539 --> 00:09:07.539 next question, which is, you know, we often see an issue in 124 00:09:07.179 --> 00:09:13.610 getting the value of marketing or associating marketing to rowing. You associating marketing activity 125 00:09:13.649 --> 00:09:18.210 stories growing, and that's often due to the fact that the SETAF team may 126 00:09:18.330 --> 00:09:22.169 not attribute the back, may not declare fightline, may not input or that 127 00:09:22.289 --> 00:09:28.159 data is absolutely important for the market the stems. So the coach. I 128 00:09:28.200 --> 00:09:33.480 then for is what is the attribution model you've seen being the most successful? 129 00:09:33.720 --> 00:09:37.320 Well, I think you've hit the nail on the head right. So, 130 00:09:37.720 --> 00:09:43.149 you know, we can get relatively accurate attribution a top of the funnel, 131 00:09:43.389 --> 00:09:46.549 because that's in marketings, control, marketings gift. But then when we get 132 00:09:46.669 --> 00:09:50.909 through the funnel, as you've said, and this is kind of plays out 133 00:09:50.990 --> 00:09:54.259 in most organizations, is, you know, we don't have, you know, 134 00:09:54.379 --> 00:09:58.340 sales people putting pipeline into sales for sort of the CRN. We don't 135 00:09:58.419 --> 00:10:03.379 have, you know, the correct of a green ways of working, which 136 00:10:03.980 --> 00:10:05.820 this is the problem, right. So this is this is if, and 137 00:10:05.899 --> 00:10:09.490 I say I was with a company last week, you know, in another 138 00:10:09.570 --> 00:10:15.049 parts of the world, quite a big company in the technology setor and I 139 00:10:15.169 --> 00:10:16.850 said to the CMO there, look, you know, unless you solve that 140 00:10:16.970 --> 00:10:20.759 problem, whatever we do over here, whatever level of that that we do 141 00:10:22.279 --> 00:10:26.039 on you know, the top of the funnel is going to reduce the effect 142 00:10:26.120 --> 00:10:31.399 of performance because you're constantly still going to be spending sixty two, seventy percent 143 00:10:31.440 --> 00:10:35.559 of your time, happen, to justify your seat at the table, because 144 00:10:35.679 --> 00:10:39.389 we can't get attribution further down the funnel, we can't ultimately understand what the 145 00:10:39.470 --> 00:10:43.549 contribution of marketing is, and this is, for me, the big issue 146 00:10:43.710 --> 00:10:46.669 that you know, the can of industry need to get the head around. 147 00:10:46.710 --> 00:10:50.620 There's there's lots of shiny new toys around that out there. There's not a 148 00:10:50.740 --> 00:10:56.059 lots of tactics and strategies that it's a bit like the fitness industry, right, 149 00:10:56.139 --> 00:10:58.740 or the health and fitness industry. Lots of different approaches. There's lots 150 00:10:58.779 --> 00:11:03.059 of different things that you can do and you know what will probably work in 151 00:11:03.179 --> 00:11:09.490 some form. But unless you get the fundamentals right, then everything you do 152 00:11:09.690 --> 00:11:13.929 will have it a limited effect and probably won't last that long, and I 153 00:11:13.090 --> 00:11:16.730 think that's why you see a lot of CMOS and a lot of leadership in 154 00:11:16.809 --> 00:11:22.000 marketing with very short ten years in their roles, because they're spending most of 155 00:11:22.039 --> 00:11:26.639 their time trying to justify whither than the first place. Absolutely I'm also question 156 00:11:26.799 --> 00:11:31.120 can of then just came up based on the on your two to to make 157 00:11:31.159 --> 00:11:35.909 prevous question. Ideal community to spend one evening with twelve or fought in CMOS 158 00:11:35.950 --> 00:11:41.110 in the bay area a few weeks back and we had a very interesting topic 159 00:11:41.190 --> 00:11:45.909 of conversation at some point in the evening while we spoke about how do you 160 00:11:46.149 --> 00:11:50.860 market to existing opportunities? And and what I realize? I realized that most 161 00:11:50.940 --> 00:11:52.620 of them and some of them are on the table of part of very large 162 00:11:52.620 --> 00:11:58.419 organization you are probably focusing on. They made me feel that the focus most 163 00:11:58.500 --> 00:12:03.210 of that efforts in generating net new leads. Jared's your compulities, if you 164 00:12:03.289 --> 00:12:07.529 will. It's whatever community was declared those something was getting into the CR and 165 00:12:07.610 --> 00:12:11.929 system. They kind of left it to the sense team to follow up and 166 00:12:13.409 --> 00:12:18.679 close basic but since the conversation was going around account based marketing, going back 167 00:12:18.720 --> 00:12:22.480 into the accounts, people going quiet on you. And the question I've got 168 00:12:22.600 --> 00:12:26.600 for you is, do you suggest? Do you recommend or what would be 169 00:12:26.639 --> 00:12:28.000 the first of the Joe? How much time you should you mean this in 170 00:12:28.080 --> 00:12:33.509 actually marketing to existing opportunities, and I'm not talking about opportunities that are closed 171 00:12:33.549 --> 00:12:39.429 business and talking about people that's yourself, Temakry, currently trying to sell into 172 00:12:39.590 --> 00:12:41.669 and they know that there is something going on. Yeah, yeah, not. 173 00:12:43.190 --> 00:12:46.940 So this is an account space approach. And how can you sell more, 174 00:12:46.500 --> 00:12:50.179 you know, to your existing course smers and yeah, look, I 175 00:12:50.259 --> 00:12:52.620 think it's a you know, account based marketing, which again is a big 176 00:12:54.179 --> 00:12:58.889 misunderstood and misuse ten right, because a lot of people think that kind of 177 00:12:58.929 --> 00:13:03.850 space marketing is a technology, which it is because, you know, it's 178 00:13:03.850 --> 00:13:07.610 an account based marketing platform. But I can't base marketings a strategy and you 179 00:13:07.690 --> 00:13:13.399 know it's a very broad strategy and it makes a lot of sense for marketing. 180 00:13:13.480 --> 00:13:18.360 The parlmanent look his own normally kind of rolls out right. So is 181 00:13:18.559 --> 00:13:20.639 what happens is sales say to marketing, right, look, you do top 182 00:13:20.679 --> 00:13:26.279 of the funnel and cares a lot of leads, right, and will kind 183 00:13:26.320 --> 00:13:28.710 of trash those leads, but we'll pick the ones who want to pick. 184 00:13:28.350 --> 00:13:33.590 It goes the sales and then sales say, look, marketing helpers, you 185 00:13:33.629 --> 00:13:37.230 know, provide some information for as enablement, what they would classify as enable 186 00:13:37.269 --> 00:13:39.629 them, which is really just kind of information for the sales guys to use. 187 00:13:41.149 --> 00:13:45.980 Now that is an account based marketing and it's kind of often leverage that 188 00:13:46.100 --> 00:13:48.980 way. But a strategy and account based marketing strategy, you know, right 189 00:13:50.059 --> 00:13:54.779 the way through the phone. So I believe that marketing can provide and I've 190 00:13:54.820 --> 00:13:58.769 seen it, you know, with with our own clients a huge amount of 191 00:14:00.529 --> 00:14:05.889 value to the sales process and you know to and just by mapping out that 192 00:14:05.049 --> 00:14:11.360 process, that and having that integrated pipeline and having agreed ways of working across 193 00:14:11.399 --> 00:14:18.240 the sales and marketing program then you know marketing can provide a huge, huge 194 00:14:18.240 --> 00:14:22.080 amount of value. And I've seen this, and you know sales teams where 195 00:14:22.120 --> 00:14:26.389 sales teams have seen the value of this and and you know and really really 196 00:14:26.429 --> 00:14:30.629 get behind it. And you know and and there's a lots of great companies 197 00:14:30.669 --> 00:14:33.830 out there. They're doing this really well. And you know lots of salespeople 198 00:14:33.070 --> 00:14:39.179 that you know now won't go and work at a tech company if these kind 199 00:14:39.220 --> 00:14:43.100 of funder mental pieces are in place because when they've seen it in the organization 200 00:14:43.220 --> 00:14:46.379 they've come from and how powerful it is, then you know they didn't know. 201 00:14:46.460 --> 00:14:50.019 They're going to limit this success if these things are not in place. 202 00:14:50.179 --> 00:14:54.289 So if it's hard to do, it takes a new mindset and takes, 203 00:14:54.649 --> 00:14:58.210 you know, leadership the whole business being on board. You know there's going 204 00:14:58.210 --> 00:15:01.409 to be some people, who I'm particularly in sales and marketing teams, that 205 00:15:01.730 --> 00:15:05.289 don't buy into it, but it really is the only way to approach it 206 00:15:05.490 --> 00:15:09.360 and and it's on the mount and things of getting anything right. Absolutely, 207 00:15:09.720 --> 00:15:13.519 but do you think is because it's got a normal practice to the belt section 208 00:15:13.600 --> 00:15:18.279 that marketing should be insense? You right on by black brother, or when 209 00:15:18.320 --> 00:15:22.350 you oh yeah, they're finitely normal practice. And look it. Even pipeline 210 00:15:22.470 --> 00:15:26.789 is kind of second phase for most businesses. I think most businesses are. 211 00:15:28.110 --> 00:15:31.590 And looky, you know there's there's I'm not a big I don't buy into 212 00:15:31.629 --> 00:15:35.779 the whole you know, the US has a lot more mature than your or 213 00:15:35.860 --> 00:15:37.940 the UK. I think there's an element of truth in that, but I 214 00:15:39.059 --> 00:15:43.940 think in general, the you know, most businesses, more Marston teams, 215 00:15:43.940 --> 00:15:48.100 are being still measured on output, and what I mean by that is number 216 00:15:48.100 --> 00:15:52.610 of leads, N Q up Right, and number of campaigns, number of 217 00:15:52.929 --> 00:15:58.769 people visitors the website. You know, these kind of metrics which are you 218 00:15:58.850 --> 00:16:02.769 know, you need to have the need to understand what they are leading to 219 00:16:02.850 --> 00:16:03.559 us some thing which is the room and you, at the end of the 220 00:16:03.559 --> 00:16:07.279 day, yeah, of course, and and but it's in isolation the kind 221 00:16:07.320 --> 00:16:12.000 of useless and ring because all it does is this is what kind of happens 222 00:16:12.120 --> 00:16:18.320 and here's the CEO or the CFO, or whatever I want to cemode keeps 223 00:16:18.320 --> 00:16:22.269 coming back and ask them for more money and keeps presenting the same metrics over 224 00:16:22.350 --> 00:16:25.070 and over again, and then the CFO goes okay. Well, we've been 225 00:16:25.070 --> 00:16:27.990 doing that for a year now and as we've spent x amounts of dollars on 226 00:16:29.149 --> 00:16:33.019 tactics and new technology and New People and you know, actually we've got very 227 00:16:33.100 --> 00:16:37.820 little for it. Great, we've you know, we've done five more campaigns 228 00:16:37.899 --> 00:16:41.379 and you know what we've now doing, personalization on the website. Well, 229 00:16:41.620 --> 00:16:44.580 that's fantastic for me. A lot of these kind of things are common sense, 230 00:16:44.899 --> 00:16:48.049 but they haven't been able to drive down to the bottom line in terms 231 00:16:48.049 --> 00:16:51.649 of driving new customers. And again that, you know, comes back to 232 00:16:51.730 --> 00:16:55.169 the same kind of problem that we see over and over again in terms of 233 00:16:55.250 --> 00:17:00.049 the you know, have a you know, our behigging in our business is, 234 00:17:00.169 --> 00:17:03.240 you know, we want to make our customers heroes. And you know 235 00:17:03.480 --> 00:17:07.759 what marketing people that going through right now. Markets and organizations and people are 236 00:17:07.799 --> 00:17:11.960 going feel a huge transformation and this stuff is hard. But when I see 237 00:17:12.000 --> 00:17:15.910 are some of our whether it be our clients or the marketplace, doing things 238 00:17:17.029 --> 00:17:19.109 that and spending lots of lots of money on things that are going to have 239 00:17:19.230 --> 00:17:22.829 a really limited effect. You know, we've got to speak out because, 240 00:17:23.069 --> 00:17:26.950 you know, it's the wrong it's just fundamentally the wrong approach. There's lots 241 00:17:26.950 --> 00:17:30.059 of reason behind it and why it happens, but you know, a lot 242 00:17:30.099 --> 00:17:33.339 of these kind of things now are relatively simple, and simple as hard. 243 00:17:33.420 --> 00:17:37.180 And that's where, again, companies, you know, kind of get lost 244 00:17:37.220 --> 00:17:41.059 because they get a lost in the politics of row. Absolutely, so I'm 245 00:17:41.099 --> 00:17:42.619 kind of drinking it a bit in the point, but do you think that 246 00:17:42.740 --> 00:17:48.569 the marketers of tomorrow, the cms of tomorrow, should actually go to their 247 00:17:48.609 --> 00:17:52.009 CEO and go to their end of self shift for any of you? So 248 00:17:52.130 --> 00:17:55.849 whatever we could at first that alsi would be responsible for the dog plant and 249 00:17:55.890 --> 00:18:00.559 actually said, well, I want to have measurable Apis and objective base on 250 00:18:00.759 --> 00:18:04.079 revenue, based on company success. You think as a child? Yeah, 251 00:18:04.160 --> 00:18:10.119 definitely. Look, I think if you're a really smart cmo now, then 252 00:18:10.839 --> 00:18:14.069 you know, if I was going into a CMO role, I would say 253 00:18:14.150 --> 00:18:17.589 no, I need a few things and need, you know, fundamentally, 254 00:18:17.670 --> 00:18:21.390 tides of revenue number, but I need the ability in the scope to be 255 00:18:21.430 --> 00:18:25.309 able to affect that. Yeah, so that's probably going to need some organizational 256 00:18:25.390 --> 00:18:29.940 changes. It's going to need a model right because you know, a lot 257 00:18:29.980 --> 00:18:32.579 of the can of you know, let's go back to the health and fitness 258 00:18:32.700 --> 00:18:34.940 kind of example. A lot of the kind of things out there at the 259 00:18:34.980 --> 00:18:38.500 moment, the fads don't are good in isolation. But it's not a broad 260 00:18:38.579 --> 00:18:44.730 model and that you know. They CEMO can presented the CEO and say look, 261 00:18:44.730 --> 00:18:48.170 here's a model we're going to introduce. Is what I need and need 262 00:18:48.289 --> 00:18:52.769 your support and need money. I need I'm willing to, you know, 263 00:18:52.849 --> 00:18:56.039 be tied to a revenue number and and get the business on board fast. 264 00:18:56.319 --> 00:19:00.720 I would do that before I do anything. The kind of what normally happens 265 00:19:00.880 --> 00:19:03.519 is you, and I know, is the CMO, comes in and goes 266 00:19:03.720 --> 00:19:07.240 what kind of shiny think and I do to prove of somewhere and I you 267 00:19:07.359 --> 00:19:11.069 are rebrun the website and and then you spend half a million dollars rebranding the 268 00:19:11.150 --> 00:19:15.670 website and what happens is that, you know, the level of effort compared 269 00:19:15.750 --> 00:19:21.789 to the level of impact of that approach then delivers very little. So you 270 00:19:21.869 --> 00:19:23.819 know, it can of and we'll see you get frustrated to see if I'll 271 00:19:23.819 --> 00:19:26.819 get frustrated, the CEIM old leaks and then we go around again. And 272 00:19:27.059 --> 00:19:30.700 so if I was to Clo that's what I would be doing. I would 273 00:19:30.700 --> 00:19:33.980 basically here's my model, here's my approach. You give me the support, 274 00:19:33.099 --> 00:19:36.940 I'll deliver this number. If you don't give in the support, I'm not 275 00:19:36.980 --> 00:19:40.289 going to deliver the number. It's kind of black and white track. That 276 00:19:40.410 --> 00:19:42.569 makes but, Mike, Perfect Sense. Coming back to ADICTI good question. 277 00:19:42.769 --> 00:19:45.809 In the preparation of that book, guests, we spoke about, and coming 278 00:19:45.890 --> 00:19:49.930 back to the roven your attribution as well with a Seras team. We spoke 279 00:19:49.970 --> 00:19:56.640 about our marketing automation playing your role inspecially dating that. That's rebut you can 280 00:19:56.680 --> 00:20:00.480 you please develop on that a bit more? Yeah, Lo markets automation is 281 00:20:00.559 --> 00:20:03.799 certain a kind of metaphor. The analogy that I use is it. You 282 00:20:03.880 --> 00:20:07.430 know, it's an engine and from a often team and it's it's at the 283 00:20:07.509 --> 00:20:11.789 center of the markets and business. You know, it kind of has to 284 00:20:11.869 --> 00:20:15.950 be integrated to the the CRM and whatever that is. You know we've got 285 00:20:15.990 --> 00:20:19.390 to be pulling data back and forth and you know we've got a every channel 286 00:20:19.589 --> 00:20:25.140 that we access, you know, has to be pulling back data from that 287 00:20:25.299 --> 00:20:29.180 channel into the market and automation platform. So we're starting to build up a 288 00:20:29.220 --> 00:20:34.380 really clear picture of our marketable database against our addressable total addressable market. And 289 00:20:36.329 --> 00:20:41.450 you know, for I guess, the majority of my experience in markets and 290 00:20:41.450 --> 00:20:45.250 automation, it's not what that like that right. Often automation is look that. 291 00:20:45.650 --> 00:20:49.680 How could we, you know, automate emails right? How can we 292 00:20:51.200 --> 00:20:52.960 what we do now? Let's keep doing that, but can we do it 293 00:20:53.039 --> 00:20:57.319 better and show me? That's a completely not a waste of time and it's 294 00:20:57.359 --> 00:21:02.039 not what it was supposed to be. That makes perfect sensely what? Thank 295 00:21:02.039 --> 00:21:04.549 you very much, riving, and thanks for all the insight the INPUTETUE. 296 00:21:04.670 --> 00:21:08.029 We shall with us today. We have a traditional question at you know, 297 00:21:08.109 --> 00:21:11.349 the book guest which is both if someone wants to get inductries, you ne 298 00:21:11.710 --> 00:21:15.869 to is all as or down some of the peaks we discussed today, or 299 00:21:15.269 --> 00:21:21.539 if they want to to engage with printakes, what would be the best way 300 00:21:21.539 --> 00:21:26.700 to wongage with you? Yeah, the easiest way to channel's on instagram or 301 00:21:26.980 --> 00:21:30.740 Linkedin. Obviously, for my name's a Linkedin or Instagram is late on the 302 00:21:30.779 --> 00:21:36.009 school hacket and we're trying to build a community of blueprint cks, of marketing 303 00:21:36.250 --> 00:21:40.569 and sales people and, you know, really roll out these best practices and 304 00:21:40.849 --> 00:21:45.490 take away a lot of the kind of misinformation and on a lack of understanding 305 00:21:45.569 --> 00:21:47.920 of what, you know, the fundamentals are. So, you know, 306 00:21:48.039 --> 00:21:51.079 more than happy if anyone was to shoot me a message direct but, you 307 00:21:51.160 --> 00:21:52.640 know, really appreciate you taking the time to, you know, to bring 308 00:21:52.680 --> 00:21:56.200 me on and and, you know, and and answer the questions while lead 309 00:21:56.359 --> 00:21:59.200 was great to have under shoot the day to. Thank you very much for 310 00:21:59.400 --> 00:22:04.230 thing. Thanks all. Appreciate it. operatics has redefined the meaning of revenue 311 00:22:04.269 --> 00:22:11.789 generation for technology companies worldwide. While the traditional concepts of building and managing inside 312 00:22:11.829 --> 00:22:15.779 sales teams inhouse has existed for many years, companies are struggling with a lack 313 00:22:15.859 --> 00:22:22.019 of focus, agility and scale required in today's fast and complex world of enterprise 314 00:22:22.140 --> 00:22:30.210 technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. 315 00:22:30.049 --> 00:22:33.890 You've been listening to be to be revenue acceleration. To ensure that you 316 00:22:34.009 --> 00:22:37.690 never miss an episode, subscribe to the show in your favorite podcast player. 317 00:22:38.289 --> 00:22:41.569 Thank you, so much for listening until next time.

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