58: Acquisition: How to Adapt w/ Varun Kohli

September 18, 2019 00:20:40
58: Acquisition: How to Adapt w/ Varun Kohli
B2B Revenue Acceleration
58: Acquisition: How to Adapt w/ Varun Kohli

Sep 18 2019 | 00:20:40

/

Show Notes

Acquisitions: You don’t have to tell everyone. You shouldn’t tell everyone. But what should you do?

On this episode, I sat down with Varun Kohli, Co Founder and Chief Business Officer at MachEye, to talk about surviving acquisition.

What we talked about:

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Episode Transcript

WEBVTT 1 00:00:02.520 --> 00:00:08.349 You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay 2 00:00:08.390 --> 00:00:12.189 on the cutting edge of sales and marketing in their industry. Let's get into 3 00:00:12.230 --> 00:00:16.390 the show. Hi, welcome to be. To be a reven new acceleration. 4 00:00:16.910 --> 00:00:20.070 My name is onion with you and I'm up today with Varroom Collie, 5 00:00:20.190 --> 00:00:23.339 Co founder and chief business so she saw at mcai. How are you to 6 00:00:23.379 --> 00:00:26.620 day, Veron, doing, awesome and a half. Thanks for asking and 7 00:00:26.739 --> 00:00:31.260 thanks for having me here. Absolute pleasure. So I'll to pick today for 8 00:00:31.379 --> 00:00:36.409 the episode is acquisition. I'll do out to adapt, which is which is 9 00:00:36.450 --> 00:00:42.530 interesting because obviously we've seen a lots of our clients recently being acquired and so 10 00:00:42.770 --> 00:00:46.289 movement following the acquisition. But before we go into the conversation, Barron, 11 00:00:46.409 --> 00:00:50.759 could you please introduce yourself to audience and tell us more about you, but 12 00:00:50.880 --> 00:00:56.079 also your career in the BTB take industry? Yeah, absolutely. Put things 13 00:00:56.119 --> 00:01:00.439 for us time, a very proud father off for and three quarters year old 14 00:01:00.520 --> 00:01:03.079 girl. If you ask me, I say for if you ask her she'll 15 00:01:03.079 --> 00:01:08.989 say four and three quarters and eleven. Has Been from past twelve years of 16 00:01:10.269 --> 00:01:14.549 happy married life, however, and not even a day passes by without my 17 00:01:14.790 --> 00:01:19.420 my wife making fun of me that I learned how to write code for six 18 00:01:19.500 --> 00:01:23.700 years. I do have bachelor's in computer science and masters in Computer Science, 19 00:01:23.299 --> 00:01:27.219 but I wrote code for one year and switched to the darker side of marketing, 20 00:01:27.299 --> 00:01:30.659 and which is what my wife makes fun of, that you lasted one 21 00:01:30.700 --> 00:01:34.890 year in engineering and switch to the darker side. On the work side, 22 00:01:34.930 --> 00:01:40.609 I like stealing businesses and working on problems that have a potential to make a 23 00:01:40.810 --> 00:01:45.129 tent in the universe, and one such problem that we're working on these days 24 00:01:45.409 --> 00:01:48.280 is, then, the Bi space, which is my workplace mark I. 25 00:01:49.239 --> 00:01:53.480 It's an Autime, eutonomous intelligence platform with pickless analytics. So far, people 26 00:01:53.719 --> 00:01:57.840 need to know what to a, people need to search, people need to 27 00:01:57.000 --> 00:02:01.709 click. We want to take them to the Tesla of Bi world so that, 28 00:02:01.950 --> 00:02:06.510 even if they don't know what to ask, they still get business intelligence 29 00:02:06.590 --> 00:02:08.789 at their finger tips. So that's what I do and that's what that WHO 30 00:02:08.830 --> 00:02:13.590 I am. That's wonderful, believe it on that. I've got a very 31 00:02:13.710 --> 00:02:17.180 similar background to you. So I was hours, I am, but law 32 00:02:17.180 --> 00:02:21.259 as well, in incuding, and I had I did a degree in coding 33 00:02:21.379 --> 00:02:24.580 when coding for six months, absolutely eighty it went back to do a business 34 00:02:24.699 --> 00:02:29.740 could and then I worked in marketing and and now kind of marketing cells. 35 00:02:29.819 --> 00:02:31.650 So I don't think is a darker side. I think is the bright or 36 00:02:31.729 --> 00:02:35.530 side, but that's only my opinion. I don't want to get in trouble 37 00:02:35.569 --> 00:02:39.169 with your wife, so let's I would do that. So very will. 38 00:02:39.849 --> 00:02:44.439 Through your career you are part of several acquisitions and that's the reason why we 39 00:02:44.759 --> 00:02:47.120 want each two have yawned the podcast to the around the topic on out to 40 00:02:47.199 --> 00:02:52.120 adapt fazzolet two to an acquisition, but to mention a few. Actually I 41 00:02:52.159 --> 00:02:55.479 will mention them more because it's quite an impressive background. So skake cube being 42 00:02:55.520 --> 00:03:00.909 acquired by Simo. Take Iron thought acquired by CISCO, Cipher Trust acquired by 43 00:03:01.069 --> 00:03:06.189 secure, competing with then became macafee, who then become Intel. So that's 44 00:03:06.270 --> 00:03:08.669 that's an interesting one. And then oxide, which was which was obviously a 45 00:03:08.750 --> 00:03:13.900 called by HP in industries like Cybe or security. We know that acquisitions of 46 00:03:13.979 --> 00:03:17.020 a recommon, but like any acquisition, it means that a profession, as 47 00:03:17.020 --> 00:03:21.819 a professional, you need to be flexible and be open to changes, be 48 00:03:21.939 --> 00:03:24.939 open to probably being part of a large organization in most of the cases, 49 00:03:25.020 --> 00:03:30.449 for from from your from your background. So with the acquisition that you've witnessed, 50 00:03:31.129 --> 00:03:36.370 which one of the most romastic change and how did you addapt to it? 51 00:03:36.930 --> 00:03:39.650 Yeah, I think I'll probably answer this in two parts. One is 52 00:03:39.810 --> 00:03:45.080 the most number of changes that I went through within that acquisition and the second 53 00:03:45.159 --> 00:03:50.280 one is more drastic change. As you ask, the number one is cipher 54 00:03:50.439 --> 00:03:57.310 trust. That is where I switched from engineering to marketing. What had happened 55 00:03:57.629 --> 00:04:02.270 was I was actually writing code for an instant messaging security. Think cops lack 56 00:04:02.389 --> 00:04:06.909 security in today's world, and then the company got acquired. As part of 57 00:04:06.990 --> 00:04:12.580 the acquisition, most of the exits, exact, were gone and there was 58 00:04:12.699 --> 00:04:16.500 no one to present the solution and I started presenting the solution to customers. 59 00:04:16.980 --> 00:04:20.980 Tlee. For me, nine out of ten customers are presented to but the 60 00:04:21.100 --> 00:04:27.009 solution, which is why the head of marketing, CMO, walked into my 61 00:04:27.209 --> 00:04:30.689 cube and said do you want to do product marketing and I said how do 62 00:04:30.769 --> 00:04:35.490 you spell that? And told me a little bit about product marketing and I 63 00:04:35.610 --> 00:04:40.040 said I'm not sure if I'll succeed or not, so let me write code 64 00:04:40.160 --> 00:04:44.000 and do product marketing. For six months. I'll do both and that six 65 00:04:44.120 --> 00:04:47.439 month has not ended yet. I've been still doing a product marketing and marketing. 66 00:04:47.959 --> 00:04:51.519 So that was cipher trust. The big change was from engineering to marketing 67 00:04:51.600 --> 00:04:56.990 and then cipher trust getting acquired into secure computing, secure getting into macafee, 68 00:04:57.069 --> 00:05:00.910 macifing getting acquired by Intel. So that was the number of changes. That 69 00:05:00.269 --> 00:05:04.910 was the most number of changes. On the DAST change, I would probably 70 00:05:04.949 --> 00:05:11.060 mention ORC site. I started at Ark site to do product marketing for a 71 00:05:11.180 --> 00:05:15.339 person. I reported into this version and he led product marketing for one of 72 00:05:15.459 --> 00:05:19.579 the point product which was twenty million dollar product. So after a month or 73 00:05:19.620 --> 00:05:24.170 two of starting, he said I don't know if you need me for this, 74 00:05:24.370 --> 00:05:27.490 so why don't you run product marketing for this? So I started running 75 00:05:27.529 --> 00:05:31.089 product marketing for that product. We grew it from twenty million to eighty million 76 00:05:31.569 --> 00:05:38.480 within two hours and then I started running product marketing for a one more product 77 00:05:38.560 --> 00:05:43.279 line alongside that one. Fast forward a year, I started running product marketing 78 00:05:43.560 --> 00:05:46.240 for all of Ok site port for you. Fast forward another year. I 79 00:05:46.399 --> 00:05:53.189 octide gets acquired into HB. I started running product marketing for all of HBESP 80 00:05:53.389 --> 00:05:57.149 and a price security business unit. And then before I left, I actually 81 00:05:57.310 --> 00:06:00.629 was there at the Ark side Hbcomebore, interestingly enough, for forty years, 82 00:06:00.910 --> 00:06:06.699 five months and since days and started with product marketing off at twenty million product 83 00:06:06.740 --> 00:06:11.660 line and when I left I was running marketing for a million dollar product line. 84 00:06:11.980 --> 00:06:15.620 So I think that was the most drastic team I would mention. This 85 00:06:15.060 --> 00:06:19.449 are two pretty life changing type of even that happened, which is which is 86 00:06:19.490 --> 00:06:24.689 absolutely wonderful and thanks for sharing that we with us today. From your perspective, 87 00:06:24.689 --> 00:06:27.689 and I know that he depends on the acquirer, but we are some 88 00:06:28.089 --> 00:06:31.879 some of our clients being acquired or tred some acquir or speaking to us about 89 00:06:32.199 --> 00:06:39.639 the the kind of the delay to take off the autonomy away from the startup, 90 00:06:39.680 --> 00:06:42.959 company removed the name, makes it tr etc. So, for example, 91 00:06:43.680 --> 00:06:46.230 company a got a quill by company B and the brand of company a 92 00:06:46.389 --> 00:06:51.029 gets removed within amounts or so and everything is such into company B and Company 93 00:06:51.069 --> 00:06:56.310 be does business on the name of company B. From your perspective, how 94 00:06:56.430 --> 00:07:01.379 important it is, or is it for a startups to remain autonomous within a 95 00:07:01.379 --> 00:07:06.139 larger group and remain a Gile of the velocity of selling the velocity of going 96 00:07:06.220 --> 00:07:11.660 to partners, the appetite that start up would out to really get business out. 97 00:07:11.939 --> 00:07:15.970 How important is that? An autonomy? From your perspective, I think 98 00:07:15.009 --> 00:07:19.009 we should do what's right for the customer. In certain cases when, for 99 00:07:19.089 --> 00:07:25.290 example, I import was acquired by sirs, so we were the security business 100 00:07:25.370 --> 00:07:30.319 unit of CISCOPE. So we created that business unit and acquired multiple customers, 101 00:07:30.839 --> 00:07:35.120 multiple companies under that security business unit, name mean certain other cases it was 102 00:07:35.160 --> 00:07:40.759 completely absorbed. We have to think of it from a customer point of view. 103 00:07:41.240 --> 00:07:44.790 What is right for the customer? Are they the customers who's going to 104 00:07:44.910 --> 00:07:49.189 look at multiple different solutions as individual products, or would it be better for 105 00:07:49.430 --> 00:07:55.350 customers to combine different solutions into a bundle, into a package? In those 106 00:07:55.389 --> 00:07:59.420 cases it makes more sense to absorb the company, join the engineering team come 107 00:07:59.500 --> 00:08:01.779 up with new use cases, which is what we did at semantic. We 108 00:08:01.899 --> 00:08:07.300 got acquired as sky cure mobile security, but shortly after we exposed that technology 109 00:08:07.339 --> 00:08:13.250 to Norton the consumer side of semantic and so that we could protect not just 110 00:08:13.449 --> 00:08:18.769 the enterprise mobile devices but also consumer mobile devices. It all depends on what's 111 00:08:18.810 --> 00:08:22.170 right for the customer and that's what I believe we should do as a company. 112 00:08:22.529 --> 00:08:26.410 The's a very good marketing on sir, putting the being a very customer 113 00:08:26.569 --> 00:08:31.079 centric on sorts of equestion. I really like it Verre and from from a 114 00:08:31.160 --> 00:08:35.440 mindset cospective. So again, you will depends from one case to the other, 115 00:08:35.639 --> 00:08:39.759 but I'm shot at some points the employee of a start would know that 116 00:08:41.320 --> 00:08:43.110 they may bee I knows our company are trying to acquire them, or they 117 00:08:43.149 --> 00:08:48.990 may know that there is some of terms being shot between CEOS or whatever it 118 00:08:48.070 --> 00:08:52.870 could be, but they may feel that an acquisition and is your horizon. 119 00:08:54.230 --> 00:08:58.500 Okay, so what's your experience of that kind of free change? It is 120 00:08:58.580 --> 00:09:03.620 before the change, but obviously there must be some apprension. So how do 121 00:09:03.740 --> 00:09:09.899 you, as a management team called for the feelings keep the tea motivates it 122 00:09:09.250 --> 00:09:13.129 should the acquisition prior to the acquition? Ou Do you see it? enthally? 123 00:09:13.730 --> 00:09:18.570 Yeah, I think one of the advices that we got from board members 124 00:09:18.889 --> 00:09:24.759 through one of these transitions was absolutely on the need to know basis. News 125 00:09:24.919 --> 00:09:28.080 needs to be known by people and if you don't need that news to be 126 00:09:28.240 --> 00:09:33.480 known, we should not be sharing the broadly with the whole company. Reason 127 00:09:33.600 --> 00:09:37.590 being. Sometimes there is many a slip between the cup and the lip. 128 00:09:39.149 --> 00:09:43.070 So you don't have to tell everyone. And then what if it derails? 129 00:09:43.190 --> 00:09:46.110 These things? There are always something that can go wrong. What if it 130 00:09:46.190 --> 00:09:50.590 derails? Then it kills the motivation for the employees and they start making up 131 00:09:50.590 --> 00:09:54.179 their own stories as to something must be wrong. Why did someone not acquire 132 00:09:54.220 --> 00:09:58.379 us? So I think unless and until it is all baked and ready to 133 00:09:58.460 --> 00:10:05.500 be shared, it's probably advisable not to share prebate thing and, as we've 134 00:10:05.539 --> 00:10:09.850 seen it multiple times, that there is due diligence and something gets a found 135 00:10:09.889 --> 00:10:13.529 in due diligence. So we just recently found in the case of semantic. 136 00:10:13.649 --> 00:10:16.929 You mentioned all the companies that sky kill got acquired into semantic and since we 137 00:10:18.129 --> 00:10:22.080 started talking now, Semantica also got acquired by broadcast. Yea work with nine 138 00:10:22.159 --> 00:10:26.960 companies. Eight of them have been acquired so far, but not that. 139 00:10:26.159 --> 00:10:30.919 If we were just talking to eight acquirers, we were probably talking to sixteen 140 00:10:30.960 --> 00:10:35.120 or twenty four acquirers and eight of them happen. So totally. You should 141 00:10:35.120 --> 00:10:39.710 share this information only on the need to know basis and once it is once 142 00:10:39.789 --> 00:10:43.710 it is fully big, that is when you should share with the broader employee 143 00:10:45.029 --> 00:10:48.269 place, and that is what I did. Believe it or not, in 144 00:10:48.429 --> 00:10:54.019 case of Sky Cure, we couldn't share with the employees. But this news 145 00:10:54.139 --> 00:10:58.860 was supposed to go life on Tuesday at six am Pacific Time. So I 146 00:10:58.940 --> 00:11:03.620 actually went with my wife and my daughter, then she was three year old, 147 00:11:03.700 --> 00:11:07.769 to the office and after work. One of the guys actually used to 148 00:11:07.850 --> 00:11:09.889 work late, so I had to ask him to work from home that day, 149 00:11:11.610 --> 00:11:15.649 like coming up with some reason, and then we walked into the office 150 00:11:16.009 --> 00:11:20.320 in the evening on Monday and decorated the office with balloons and cake. And 151 00:11:20.600 --> 00:11:24.240 that was the only day in my life when I drank champagne at six am 152 00:11:24.320 --> 00:11:28.679 in the morning. It's always eight pm some worlds in the world. So 153 00:11:28.759 --> 00:11:31.000 there is there is no time, there is no wrong time to drink champag 154 00:11:31.120 --> 00:11:37.029 I would n't courage or just to drink champaign it's it's important. That's that's 155 00:11:37.029 --> 00:11:39.789 a wound, the full story actually, and and from your your prospective, 156 00:11:39.870 --> 00:11:43.909 so you know, speaking about this team and and going through the acquisition. 157 00:11:43.950 --> 00:11:48.580 If you want to give advice to teams which companies are going from a quick 158 00:11:48.860 --> 00:11:52.580 of the at the moment. What would that be? I think during as 159 00:11:52.700 --> 00:11:56.419 well as after. One advice I would give is to be patient, be 160 00:11:56.620 --> 00:12:01.690 human and adapt. That's what we do best as humans. We adapt. 161 00:12:01.730 --> 00:12:05.929 For example, if there is one seat and there's one person who's sitting on 162 00:12:05.009 --> 00:12:09.570 it, you can probably squeeze to people on the same seat. So we 163 00:12:09.649 --> 00:12:13.169 adapt to changes as humans. So that's the best thing we do and that's 164 00:12:13.210 --> 00:12:16.000 my advice to everyone. Be Patient and do the right things, right for 165 00:12:16.120 --> 00:12:20.440 the customer, right for the company. When you are patient and when thanks 166 00:12:22.279 --> 00:12:26.039 or companies get acquired, there will be many voids that will be created. 167 00:12:26.399 --> 00:12:31.309 And if you keep on raising your hand and keep running to the fire and 168 00:12:31.429 --> 00:12:35.470 not away from the fire, and good things will happen to you. So 169 00:12:35.750 --> 00:12:39.029 I would say keep on doing that, be patient, adapt and do it 170 00:12:39.190 --> 00:12:43.149 with a smile, and good things will happen. Keep doing this till the 171 00:12:43.269 --> 00:12:48.460 time you're having fun and learning something new, and do not too tied on 172 00:12:48.220 --> 00:12:52.299 to the fact that I joined this company and now it's not this company. 173 00:12:52.379 --> 00:12:56.100 Now I need to move away from it as soon as possible. That's one 174 00:12:56.139 --> 00:12:58.289 advice I would give. Please, don't do that. Don't run away from 175 00:12:58.330 --> 00:13:03.769 something. Always run towards something, unless until you have found your next passion, 176 00:13:03.769 --> 00:13:05.809 unless an until you found something that's going to make you happier. Hang 177 00:13:05.929 --> 00:13:11.370 in there and do the right thing for the customer. Enjoy and love what 178 00:13:11.529 --> 00:13:15.240 you do and you will excel in that and I think you are the life 179 00:13:15.519 --> 00:13:22.519 example of the fire. You can actually develop your skill developed your career progress 180 00:13:22.879 --> 00:13:26.600 in some of you know, skill sets and everything through an acquisition. Will 181 00:13:26.639 --> 00:13:30.909 clearly, through the two examples that you gave us, I believe the Sky 182 00:13:30.909 --> 00:13:37.789 Qu and the oxides example of acquisition, will clearly you. You are the 183 00:13:37.870 --> 00:13:41.019 tremendous developments in term of interim, of role in some of in them, 184 00:13:41.100 --> 00:13:46.100 of your future, and in term of city, which which is great and 185 00:13:46.539 --> 00:13:48.940 and it's true at sometimes we do tend to see and maybe more we sell 186 00:13:50.059 --> 00:13:54.379 steam the marketing team or product team, but we see lots of people kind 187 00:13:54.379 --> 00:13:58.129 of leaving the boats as soon as the acquisition is made and it takes usually 188 00:13:58.330 --> 00:14:01.610 three to six months for almost the whole cell seem to be gone, and 189 00:14:01.730 --> 00:14:05.490 I don't know why it is. I been do you have any opinion as 190 00:14:05.490 --> 00:14:09.090 to why the fellows gays want to to leave the ship so quickly after acquisition 191 00:14:09.169 --> 00:14:13.480 is a depends on the personalities of people. So if you are hired to 192 00:14:13.559 --> 00:14:18.360 sell justice and now your colder changes and you're being asked to sell more things 193 00:14:18.679 --> 00:14:22.200 and you're not comfortable with selling those things, or they might not be her 194 00:14:22.279 --> 00:14:26.070 domain, they might not be expertise, which is why they tend to switch 195 00:14:26.269 --> 00:14:30.509 and try to sell the different company or a different product. But my advice 196 00:14:30.830 --> 00:14:35.669 is try to find synergies between products. Try to find how can you attack 197 00:14:35.789 --> 00:14:41.460 the same budget but expand your deal size. I don't think easier said than 198 00:14:41.580 --> 00:14:45.659 done, but have that open mindset and you might be able to see cet 199 00:14:45.860 --> 00:14:50.179 in things that did not exist earlier or even after the acquisition. Your company 200 00:14:50.259 --> 00:14:54.169 is the only one that can offer that solution. I'll give you an example. 201 00:14:54.409 --> 00:15:01.330 We acquired web isolation company as a mantic and shortly after we actually combined 202 00:15:01.409 --> 00:15:07.879 it with email and that created industry's first email isolation. It did not exist 203 00:15:07.879 --> 00:15:11.120 as a product, did not exist as a category, but since we had 204 00:15:11.279 --> 00:15:16.200 both the products we could come up with that new use case. So if 205 00:15:16.200 --> 00:15:20.200 I'm the Sales Guy, I'm I'm selling the email security. If I went 206 00:15:20.240 --> 00:15:24.389 to my customer with this very unique offering. That should help me when deal. 207 00:15:24.549 --> 00:15:26.429 So that's what I would say. Keep an open mindset, mindset, 208 00:15:26.990 --> 00:15:31.149 think of it from your customers point of view and see if you can give 209 00:15:31.190 --> 00:15:35.710 them more than what you could get them earlier. Yeah, that makes perfect 210 00:15:35.740 --> 00:15:39.059 sens and if it moves to the marketing perspective, so what would you say 211 00:15:39.220 --> 00:15:45.740 the main differences between marketing in a lot on the price company elector an hps, 212 00:15:45.940 --> 00:15:50.129 Sco, McAfee, intael Oh, and those to the startups? What 213 00:15:50.730 --> 00:15:54.129 you come from at the outset? Yeah, I think as a market year, 214 00:15:54.129 --> 00:15:58.649 if I could say, what are my two jobs? Number One, 215 00:15:58.970 --> 00:16:03.610 I want to meet the revenue and pipeline goals by keeping my sales team busy, 216 00:16:03.169 --> 00:16:07.879 and number two is awareness, making sure everybody knows my brand. In 217 00:16:08.039 --> 00:16:12.879 larger companies, one is accomplished by a set of products as compared to a 218 00:16:14.000 --> 00:16:17.399 single the product. So my revenue will come from multiple products, not just 219 00:16:17.600 --> 00:16:22.669 one product, which is mostly common in case of startups. And sometimes these 220 00:16:22.789 --> 00:16:26.230 products would compete with each other both for mind share as well as pocket share. 221 00:16:26.830 --> 00:16:30.990 So the example that I gave on the email isolation. Think of it 222 00:16:32.149 --> 00:16:36.340 from the customer point of view. which product should you push think of it. 223 00:16:36.539 --> 00:16:40.460 If they have a need and budget for this product today, let's focus 224 00:16:40.620 --> 00:16:44.460 with that product as compared to selling just that tool that you have at a 225 00:16:44.539 --> 00:16:47.370 startup. I don't care what's your budget, I don't care what's your pain 226 00:16:47.450 --> 00:16:48.929 point. That's all I have got to sell you, so I'm going to 227 00:16:48.970 --> 00:16:52.370 focus on that. So that's one difference. On number one, meeting the 228 00:16:52.450 --> 00:16:56.970 revenue part. How do you meet revenue guidelines? On the second one, 229 00:16:56.129 --> 00:17:00.759 awareness front. START UPS needed. Your startup is probably not known by many 230 00:17:00.840 --> 00:17:04.400 companies out there, and I'll give you an example and a second. In 231 00:17:04.599 --> 00:17:10.480 case of larger brands, people might already have a perception about you. So 232 00:17:10.599 --> 00:17:14.640 it's not that they don't know semantic, but they do know semantic as an 233 00:17:14.680 --> 00:17:18.109 anti virus company. So if you have to position semantic as a cloud security, 234 00:17:18.150 --> 00:17:22.990 as an information security, as an email security, as a cast peak, 235 00:17:22.349 --> 00:17:26.069 you'd have to change that perception. So awareness is there, but it's 236 00:17:26.109 --> 00:17:30.539 a different flavor of awareness, which is perception, that you need to change. 237 00:17:30.019 --> 00:17:33.220 On the thought up front, I think awareness, how it helps. 238 00:17:33.619 --> 00:17:37.940 I'll give you a quick example. What we did was travel and Leisure magazine 239 00:17:38.059 --> 00:17:42.660 came up with top fifty tourists nations and we were a mobile curity company. 240 00:17:42.900 --> 00:17:45.769 All of us, I'm sure you, have done it, to take our 241 00:17:45.849 --> 00:17:51.210 phones out and connect to public wifis to keep our cell phone cost low, 242 00:17:51.609 --> 00:17:55.250 and we've done it multiple times. Especially if I'm going from us to Europe 243 00:17:55.250 --> 00:17:57.490 or you're coming from Europe to the US, you would do that too. 244 00:17:57.720 --> 00:18:03.240 And there are many bad, malicious wi fi networks. So what we did 245 00:18:03.559 --> 00:18:08.599 was we ranked those tourist destinations by their maliciousness. How likely are you to 246 00:18:08.720 --> 00:18:11.950 get attacked if you take your phone out and connect to a Wi fi? 247 00:18:12.150 --> 00:18:17.069 At times? Square versus London, I. So that's what we did and 248 00:18:17.190 --> 00:18:21.910 it was very successful. Two hundred fifty plus TV channels covered us. It 249 00:18:22.109 --> 00:18:25.670 went all the way to the today show, which is watched by five million 250 00:18:25.789 --> 00:18:30.019 people in the US, second most watch program in the US, and once 251 00:18:30.059 --> 00:18:36.059 we were on TV, that actually changed everything on the awareness runt. So 252 00:18:36.619 --> 00:18:41.420 one of my sales guys was visiting New York giants office and he gave his 253 00:18:41.569 --> 00:18:44.809 card to the reception. Has Receptions looked at it and said, Oh, 254 00:18:44.890 --> 00:18:48.569 Sky Cure, we have seen you on TV. So that is what a 255 00:18:48.609 --> 00:18:53.009 dream come true or an start up is on the awareness run. To recap 256 00:18:53.130 --> 00:18:56.680 what I said, two goals from market year's meet revenue. Number two, 257 00:18:56.839 --> 00:19:02.839 meet awareness goals and revenue will come from one product versus multiple product. Awareness 258 00:19:02.920 --> 00:19:06.680 goes from no one knows my brand to changing the perception. Yeah, that 259 00:19:06.880 --> 00:19:11.309 text perfections. We thank you for your insight today around the reappreciate the time 260 00:19:11.509 --> 00:19:15.150 it took to to share some of Yorks by and some of your sorts as 261 00:19:15.190 --> 00:19:18.670 well, with audience. If anyone wants to get in touch with you to 262 00:19:18.829 --> 00:19:22.789 carry on the conversation or pick your brain up for all the specific topic, 263 00:19:23.190 --> 00:19:26.940 what's the best way to get in touch with you? Are I'm at weekenderscore 264 00:19:27.180 --> 00:19:32.420 is on twitter. Other than that I'm on Linkedin at Goldy Baron. So 265 00:19:32.740 --> 00:19:36.940 both places fairly active. Reach out to me. Happy to help. And 266 00:19:37.140 --> 00:19:40.490 if you want to learn more about what we are doing at Mark II and 267 00:19:40.609 --> 00:19:44.490 at opposed to autonomous intelligence, happy to help there as well. Just send 268 00:19:44.529 --> 00:19:48.450 any send us an email at hello, at macuycom. Okay, what many 269 00:19:48.490 --> 00:19:52.289 things again, he was it was absolutely fantastic. Will be on the show 270 00:19:52.329 --> 00:19:57.000 today. Leisure as mine. Thank you. operatics has redefined the meaning of 271 00:19:57.160 --> 00:20:03.160 revenue generation for technology companies. Worldwide. While the traditional concepts of building and 272 00:20:03.240 --> 00:20:08.710 managing inside sales teams in house has existed for many years, companies are struggling 273 00:20:08.710 --> 00:20:15.029 with a lack of focus, agility and scale required in today's fast and complex 274 00:20:15.190 --> 00:20:21.740 world of enterprise technology sales. See How operatics can help your company accelerate pipeline 275 00:20:21.779 --> 00:20:27.220 at operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure that 276 00:20:27.259 --> 00:20:32.059 you never miss an episode, subscribe to the show in your favorite podcast player. 277 00:20:32.660 --> 00:20:33.940 Thank you so much for listening. Until next time,

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