Episode Transcript
WEBVTT
1
00:00:02.560 --> 00:00:08.349
You were listening to bb revenue acceleration, a podcast dedicated helping software executives 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
00:00:12.189 --> 00:00:17.190
the show. Hi, welcome to
be to be a revenue acceleration. My
4
00:00:17.269 --> 00:00:20.429
name is Audiam with you and I'm
here today with your time. Good Man,
5
00:00:20.670 --> 00:00:23.500
director of marketing at Sentinel One.
How are you to day? Your
6
00:00:23.539 --> 00:00:28.219
time? Hi, I'm fine.
Thank you. Excellent accident. So today
7
00:00:28.339 --> 00:00:33.700
the two things that we decided to
pick is the top street challenges that marketers
8
00:00:33.740 --> 00:00:38.009
are tacing. But before we go
into the details and we jump into the
9
00:00:38.369 --> 00:00:42.890
conversation, would you mind introducing yourself
in in a little bit more details?
10
00:00:42.969 --> 00:00:46.409
Your time, as well as the
company at your represents set you know one.
11
00:00:46.770 --> 00:00:49.530
Sure. So, as you mentioned, my name is your Tom good
12
00:00:49.570 --> 00:00:55.240
man. I'm marketing director at Centenn
on one, where cyber security company with
13
00:00:55.439 --> 00:01:00.119
officers and in mountain view, anotherland, UK and Israel, where I'm based
14
00:01:00.159 --> 00:01:04.230
here in Tel Aviv. I've been
with the company for six months now and
15
00:01:04.349 --> 00:01:11.549
I'm managing the local marketing activities and
help the global marketing team. I've spend
16
00:01:11.590 --> 00:01:17.430
about six and a half years at
working in this industry in marketing and business
17
00:01:17.469 --> 00:01:22.939
development role and in addition to serving
in sentinal one, I also manage a
18
00:01:22.980 --> 00:01:29.340
community of cybersecurity marketers, about three
hundred of us, who share ideas and
19
00:01:29.859 --> 00:01:33.530
have a lot of engagement here.
So we have a very strong sense of
20
00:01:33.769 --> 00:01:38.010
community. I do like that and
it's needs triel the world community means a
21
00:01:38.090 --> 00:01:42.250
lot. Since we're on the topic
of community and and you know something that's
22
00:01:42.290 --> 00:01:47.760
quite topical right now, which is
the coronavirus which, I think at the
23
00:01:47.840 --> 00:01:53.159
time of recording today and the teens
of March, it's kind of kicking off
24
00:01:53.200 --> 00:01:57.400
a little bit everywhere. How do
you feel the community is reacting? How
25
00:01:57.519 --> 00:02:01.430
do you think the impact is?
Our people saying it is an opportunity as
26
00:02:01.510 --> 00:02:06.469
as an issue, and was a
feeling, basically. And what are the
27
00:02:06.909 --> 00:02:09.389
what are the sort of feedback that
you you collect or received from the community?
28
00:02:10.030 --> 00:02:14.509
So obviously it's a big change and
a big challenge to all of us.
29
00:02:15.150 --> 00:02:17.860
Specifically for marketers, I can say
that we're, I think, better
30
00:02:17.939 --> 00:02:23.699
adjusted than most, especially people here
in Israel. We're very well accustomed to
31
00:02:23.740 --> 00:02:30.009
work in from our home on the
Goo, very mobile. We work from
32
00:02:30.129 --> 00:02:34.610
with people from all over the world. So doing as zone calls and doing
33
00:02:34.689 --> 00:02:38.050
things from remote is is practically how
we live every day. However, we
34
00:02:38.250 --> 00:02:45.039
do we are aware that this is
a big shift. A lot of clients
35
00:02:45.680 --> 00:02:49.719
have, I either had to stop
their operation or alter the way that they
36
00:02:49.800 --> 00:02:53.319
operate. So we see a lot
of a lot of help going from the
37
00:02:53.439 --> 00:02:59.030
community, between ourselves and to the
customers. People are offering free services.
38
00:02:59.990 --> 00:03:04.389
Some of my colleagues have been laid
off, companies are downsizing. We trying
39
00:03:04.469 --> 00:03:09.069
to help them find new positions and
a lot of companies are doing what they
40
00:03:09.150 --> 00:03:13.259
can, for instance in cent in
a line where I work, but also
41
00:03:13.300 --> 00:03:17.419
other companies. They're offering security products
for free for the next couple of months
42
00:03:17.500 --> 00:03:22.740
to help. Companies will now have
to deal with working from remote and they
43
00:03:22.740 --> 00:03:27.020
don't have the resources. So at
least we're trying to ensure that they don't
44
00:03:27.020 --> 00:03:31.370
suffer any cyber attacks at the process. So we're seeing a lot of help,
45
00:03:32.129 --> 00:03:37.050
a lot of enthusiasm and, you
know, we just have to push
46
00:03:37.090 --> 00:03:39.569
through this difficult times. Actually,
I'm compared to agree with you. We
47
00:03:39.650 --> 00:03:43.680
have to put together off. Okay, so, coming to the topic again,
48
00:03:43.800 --> 00:03:46.719
the challenge is the free the top
three challenges at marketers are facing.
49
00:03:47.520 --> 00:03:53.240
So should the community that you are
running in in Israel. You promote regular
50
00:03:53.360 --> 00:03:57.110
events to discuss with us, our
marketing executive and, as you mentioned,
51
00:03:57.150 --> 00:04:00.069
there is also a big part of
sharing best practices experiences. I'm sure you
52
00:04:00.150 --> 00:04:03.909
speak about the vendors and experience with
them and all that, which which I'm
53
00:04:03.909 --> 00:04:08.509
sure is wonderful. So if we
were to come back to the main topic
54
00:04:08.590 --> 00:04:13.900
and put the Covid mainteen on the
side, far sake from your experience as
55
00:04:13.979 --> 00:04:17.379
well as from what you gathered within
your community, what are the stream main
56
00:04:17.459 --> 00:04:24.180
challenges you believe market halls of facing
in the B to be technology space?
57
00:04:25.050 --> 00:04:29.850
So that's that's a terrific question and
actually, to answer that, I actually
58
00:04:29.850 --> 00:04:33.930
ran a survey with my community.
We had nearly a hundred responders. So,
59
00:04:35.610 --> 00:04:40.480
taking the liberty of altar in the
results a little bit, because that
60
00:04:41.120 --> 00:04:45.120
survey ran at the end of last
year and things of obviously changed, but
61
00:04:45.279 --> 00:04:50.399
the main things are roughly unchanged.
And and I think the first challenge for
62
00:04:50.519 --> 00:04:57.550
US marketers and marketing departments, especially
in bit to be environments, is to
63
00:04:57.709 --> 00:05:03.029
justify the marketing's role within the business
side of the organization. I think that's
64
00:05:03.110 --> 00:05:08.459
the biggest and first challenge we all
encounter. Second of all, once we've
65
00:05:08.500 --> 00:05:12.259
done that and we've hit the road, we start the do in campaigns,
66
00:05:12.860 --> 00:05:17.019
trying to generate lead. Then the
challenge become different, and that's how to
67
00:05:17.579 --> 00:05:23.129
break through the noise. I mean, especially in times like this, everyone
68
00:05:23.329 --> 00:05:27.810
is trying to sell. I I'm
very familiar with the cyber security space.
69
00:05:27.889 --> 00:05:31.930
So there are thousands of companies,
about a hundred and fifty product categories and
70
00:05:32.170 --> 00:05:36.759
everyone's, you know, broadcasting on
the same channel. So it's very crowded
71
00:05:38.279 --> 00:05:41.959
and it's a it's a big challenge
to break through to the clients. And
72
00:05:42.160 --> 00:05:45.800
lastly, if we were able to
do that, I mean as Israelis,
73
00:05:45.920 --> 00:05:49.189
I look from the local angle,
then our challenge becomes different and that's how
74
00:05:49.310 --> 00:05:54.870
to scale this globally. Usually where
I am in at you, at market
75
00:05:56.230 --> 00:06:01.509
and and we come from very small
companies and we're good at innovating but not
76
00:06:01.750 --> 00:06:08.339
that proficient in scaling. So once
you've found your voice, you broadcast to
77
00:06:08.379 --> 00:06:11.459
the right audience, how do you
scale it into a really big company?
78
00:06:12.060 --> 00:06:16.060
So I think these are the main
swit challenges and they're only being I think
79
00:06:16.139 --> 00:06:23.329
exaggerated as we speak now. So
everything is much more acute. It be
80
00:06:23.449 --> 00:06:28.329
gonna be more difficult to justify marketing
budget. It's going to be more difficult
81
00:06:28.370 --> 00:06:32.800
to break through the clutter and then
to do it globally. Yeah, now
82
00:06:32.800 --> 00:06:35.040
I agree with you. I agree
with you. So so if you were
83
00:06:35.079 --> 00:06:41.519
to to take hold one by one, and it's interesting because when we in
84
00:06:41.720 --> 00:06:46.879
particularly all the conversation that we had
on the B Tob Revenue Acceleration podcast,
85
00:06:46.230 --> 00:06:50.029
always see a mode that that we
are meeting outside of the podcasts. Is
86
00:06:50.670 --> 00:06:57.069
really the justification of my role.
I'll do I improve to the main companies.
87
00:06:57.110 --> 00:07:00.029
Take older that. First of all, marketing is important, but also
88
00:07:00.069 --> 00:07:03.699
a marketing needs budget, needs a
lot of budget to be successful. So
89
00:07:04.579 --> 00:07:09.620
could you elaborate on that little bit
and and also share some tech takes of
90
00:07:09.699 --> 00:07:15.089
success stories of marketing? Individual have
been really successful in showing the ESKPIES and
91
00:07:15.170 --> 00:07:19.129
I'm gaging with us a cold or
to really get things out and and actually
92
00:07:19.209 --> 00:07:24.490
put them into a prime position from
a from a functional prospective within the organization.
93
00:07:24.930 --> 00:07:28.689
Sure. So, I think you've
mentioned the phrase that I think sums
94
00:07:28.730 --> 00:07:33.480
at all and that's KPI's so I
key performance indicators. If, as marketers,
95
00:07:33.680 --> 00:07:40.199
we can communicate this clearly with our
peers and with our executive then we
96
00:07:40.319 --> 00:07:46.990
can have a very business oriented discussions. We would like to get that much
97
00:07:48.149 --> 00:07:51.269
done in the next quarter. For
this we would need, I would say,
98
00:07:51.269 --> 00:07:55.949
a thousand leads. In order to
generate a thousand leads, I think
99
00:07:55.990 --> 00:08:01.939
I'll have to run five campaigns and
invest I don't know how many thousands of
100
00:08:01.259 --> 00:08:07.379
euros or dollars, and that would
be the result. So I think if
101
00:08:07.579 --> 00:08:13.490
if you come to such discussions prepared
and have estimated Kpis for at least in
102
00:08:13.569 --> 00:08:18.170
the beginning, you wouldn't have very
good estimations, but that's something that you
103
00:08:18.329 --> 00:08:24.209
can improve as you go along and
then at the end of each quarter each
104
00:08:24.209 --> 00:08:28.279
year, you can review these and
say, okay, those were goals,
105
00:08:28.360 --> 00:08:33.320
this is how much we spend,
this is our return on investment. Okay,
106
00:08:33.840 --> 00:08:39.240
today marketers are measured by the amounts
of qualified leads. Some of my
107
00:08:39.399 --> 00:08:45.309
community members are also in charge of
sales development representatives and then they also have
108
00:08:45.429 --> 00:08:50.309
to schedule meeting, so there's also
part of their Kpis. Other marketers are
109
00:08:50.429 --> 00:08:56.539
measured on exposure, because companies care
about brain recognition. It doesn't really matter
110
00:08:56.580 --> 00:09:01.700
as long as you discuss this in
advance, you recorders and then you visit
111
00:09:01.820 --> 00:09:07.340
this and revisit at the end of
the process. Once you do that,
112
00:09:07.820 --> 00:09:13.570
then people presiduous part of the business
process and they'll be happy to spend because
113
00:09:13.610 --> 00:09:18.809
they can see the correlation between the
investment and the results. One of the
114
00:09:20.009 --> 00:09:24.169
reasons that we've ran a survey,
and that's something I'd be happy to share
115
00:09:24.210 --> 00:09:28.279
with anyone interested, is that we
wanted to have a benchmark. So one
116
00:09:28.320 --> 00:09:33.080
of the Nice thing about it is
that we can show we have percentage.
117
00:09:33.559 --> 00:09:39.190
We can show that how much companies
are spending in marketing and in different segments
118
00:09:39.269 --> 00:09:43.470
within marketing, so that marketers can
go to their executives and tell them look
119
00:09:43.669 --> 00:09:48.230
for a company roughly our side.
Similar company is investing three times as much
120
00:09:48.269 --> 00:09:52.740
as as we do. So please, if you want to have similar results
121
00:09:52.779 --> 00:09:56.860
of better, I need you to
match this budget. So with KPI is
122
00:09:56.980 --> 00:10:01.980
with benchmark, I think that you
can have an education that discussions. One
123
00:10:03.019 --> 00:10:07.409
of the companies I'm seeing here that
are doing a terrific job are called Kato
124
00:10:07.529 --> 00:10:13.289
Networks. They've been doing blee generation
campaigns terrific ones for about three years and
125
00:10:13.809 --> 00:10:18.250
the marketer that I know their name
done, is doing just that. He
126
00:10:18.330 --> 00:10:24.559
speaks with the management in terms of
KPI, of real business goals and then
127
00:10:24.000 --> 00:10:28.399
assigned the dollar value to them,
and it's been very successful. I know
128
00:10:28.519 --> 00:10:33.960
that because he manages to increase his
budget here near there's probably doing a good
129
00:10:33.000 --> 00:10:37.269
job. At least. I'm very
happy to see this progress. That sounds
130
00:10:37.269 --> 00:10:41.990
wonderful. And when it comes to
the Dioversey challenge, because that's also a
131
00:10:43.350 --> 00:10:48.870
going oversee, going into New Territories
in general often an issue that that companies
132
00:10:48.870 --> 00:10:52.259
are facing, and I think from
all perspects you would well see like two
133
00:10:52.299 --> 00:10:56.620
types of clients resolved. The US
companies who are trying to come into the
134
00:10:56.700 --> 00:11:01.340
European market, or you've got Israeli
companies trying to come to Europe and then
135
00:11:01.419 --> 00:11:05.570
go to North America. My experiences, what we see, we what I
136
00:11:05.690 --> 00:11:11.529
believe is the most difficulties to actually
enter the North American market for company at
137
00:11:11.690 --> 00:11:15.330
was not born and bred there,
but like to get your sorts on that
138
00:11:15.450 --> 00:11:18.399
as well. I think coming into
the European market when you are Astraeli is
139
00:11:18.960 --> 00:11:26.200
probably a similar mindset in a way
going into the US from a European company,
140
00:11:26.559 --> 00:11:28.919
this trading company or whatever company.
It is not true as up we
141
00:11:30.000 --> 00:11:33.590
always see people struggling a little bit, and maybe it's because of the the
142
00:11:33.990 --> 00:11:39.629
investment that is required to actually get
an end do a successful full work in
143
00:11:39.710 --> 00:11:43.309
the US, or maybe it's a
cultural difference, but we never really been
144
00:11:43.350 --> 00:11:48.019
able to put out finger onwards the
issue where. But we've seen this.
145
00:11:48.340 --> 00:11:52.419
This company is really strongly as you
mentioned, is in your your your self,
146
00:11:52.860 --> 00:11:56.980
challenge of that skating globally always being
an issue. So what are your
147
00:11:58.019 --> 00:12:01.100
sults on that? Do you have
any, you know, war stories,
148
00:12:01.529 --> 00:12:05.889
success stories that you could share with
us? So there are several aspects to
149
00:12:05.129 --> 00:12:09.929
consider here. One, as you
mentioned, is that the cultural aspect of
150
00:12:11.049 --> 00:12:15.759
trying to do business in a different
region or geography and and in this regard,
151
00:12:15.879 --> 00:12:18.519
I don't think it makes a lot
of difference if you're trying to sell
152
00:12:18.559 --> 00:12:22.799
from Israel to Europe or foreign result
to the states and vice versa. I
153
00:12:24.000 --> 00:12:30.590
think the golden rule is is that
you have to have local people literally speaking
154
00:12:30.710 --> 00:12:33.429
the same legs, the local language, not just in terms of lingo,
155
00:12:33.950 --> 00:12:39.429
but they understand best the the mindset, how procum and works the Sales Cycle?
156
00:12:39.870 --> 00:12:46.299
Who's the strong person in the organization? Even small stuff that are an
157
00:12:46.340 --> 00:12:50.820
opposive to be very important but could
have a big significance. I'll give you
158
00:12:50.940 --> 00:12:56.299
one example. In the states small
medium businesses are called SMB's. You know,
159
00:12:56.779 --> 00:13:01.769
they're mostly returned. Refers to as
SMS, Small Medium Enterprise. The
160
00:13:01.929 --> 00:13:07.409
size also the fair. So if
you come to European light and say S
161
00:13:07.529 --> 00:13:11.090
and B they're probably won't understand you
and you start the discussion of the wrong
162
00:13:11.169 --> 00:13:16.080
foot. Just a small cultural point
because you're talking about the same thing,
163
00:13:16.519 --> 00:13:20.080
but you're not very a tune to
your client. When you're talking about is
164
00:13:20.159 --> 00:13:24.840
valley companies in specifics, as I
mentioned, we're very good at moving fast
165
00:13:26.399 --> 00:13:31.470
and building products at work, but
we're not always fully appreciate the size of
166
00:13:31.629 --> 00:13:35.509
the companies we're working with. So, for instance, Centen and one works
167
00:13:35.590 --> 00:13:39.710
with three of the top ten fortune, five, Thou onezero companies. I
168
00:13:39.789 --> 00:13:43.700
think it's number one, three and
and seven. So these are huge companies.
169
00:13:45.179 --> 00:13:48.220
When most these valley companies go and
address these companies, they can go
170
00:13:48.620 --> 00:13:52.860
in, they can probably get in
the door, perhaps to a proof of
171
00:13:52.980 --> 00:13:58.450
consop and then it stops and they
don't really understand why. And one of
172
00:13:58.490 --> 00:14:01.929
the story is one of the battle
scars that I can share is one of
173
00:14:01.970 --> 00:14:05.769
the startups I was working then with
about five years ago. I, with
174
00:14:07.009 --> 00:14:11.519
a lot of effort, I managed
to get our system back then into a
175
00:14:11.720 --> 00:14:18.200
major US banks fusion center. So
the system was installed, it ran for
176
00:14:18.279 --> 00:14:24.350
about a week. We got like
positive feedback, but the bottom line,
177
00:14:24.389 --> 00:14:26.549
and they said that straight to our
face, they said, you guys are
178
00:14:26.669 --> 00:14:31.590
very nice, but you're not corporate
grade, so you're not enterprise ready.
179
00:14:33.149 --> 00:14:35.629
Let than get us, and that's
something I think it took me a while
180
00:14:35.669 --> 00:14:41.659
to understand what enterprise ready means.
It doesn't necessarily mean that your product isn't
181
00:14:41.700 --> 00:14:46.980
good, but it lacks the scalability, it lacks the support that you commentation
182
00:14:46.500 --> 00:14:50.779
the local people on the ground as
a lie, all these kinds of things
183
00:14:50.860 --> 00:14:56.370
that we don't always appreciate here because
we work on a much smaller scale.
184
00:14:56.129 --> 00:15:01.090
So I think that company is looking
to expand to any territory, they have
185
00:15:01.169 --> 00:15:05.450
to consider who the target audience is, who can speak to these people in
186
00:15:05.529 --> 00:15:09.960
their language, and one of the
basic requirements so far us and Israel is
187
00:15:11.039 --> 00:15:13.399
like one Tipe I can give you
is don't go for a fortune five thousand
188
00:15:13.799 --> 00:15:18.240
clients in the United States. Don't
go for a t one banks. You
189
00:15:18.279 --> 00:15:22.429
can go for a one, tier, twoty three banks. They're as big
190
00:15:22.470 --> 00:15:26.230
as any local bank that we have
here in Israel and they roughly the size
191
00:15:26.309 --> 00:15:30.669
that you can actually serve as a
small start up going into a new company.
192
00:15:30.669 --> 00:15:33.389
If you go to a big enterprise, you'd be stuck in a cell
193
00:15:33.509 --> 00:15:39.059
cycle that can last twelve to eighteen
months and you probably don't have the stamina
194
00:15:39.139 --> 00:15:43.659
to go through that. So aim
correctly, use local people and then you
195
00:15:43.740 --> 00:15:48.179
might be able to break through on
your first clients. I agree with yourself
196
00:15:48.659 --> 00:15:52.330
walking before you your run and also
taking it easy at the beginning of going
197
00:15:52.370 --> 00:15:56.090
after the not going after the whales
hunting, but more doing like a bit
198
00:15:56.129 --> 00:16:00.009
of a Chun now, well,
fishing, elstuna fishing. So trying to
199
00:16:00.129 --> 00:16:03.600
get the deal that can move quicker
and the one that hoome stuck you into
200
00:16:03.639 --> 00:16:08.080
a propriman process. Well, you
will need references and and lots of those
201
00:16:08.080 --> 00:16:11.639
Ol bits and pieces to go through
the hooks. That makes sense. Regarding
202
00:16:11.720 --> 00:16:18.710
territories, do you see the we
again from your perspective of in lots of
203
00:16:18.750 --> 00:16:25.029
experience with the DESRAELI CMO marketing community. Well, do you see the most
204
00:16:25.070 --> 00:16:27.830
paid? You see the most pain
into coming to the European market or going
205
00:16:27.870 --> 00:16:33.259
into the US market? And why? If you have themser, sure so.
206
00:16:33.460 --> 00:16:38.100
About would say ninety five percent of
the companies in Israel would aim at
207
00:16:38.139 --> 00:16:44.539
the US market first for many reasons. One the investors push them that way
208
00:16:45.139 --> 00:16:49.690
to it's the largest market. The
US are early adopters and they are happy
209
00:16:49.730 --> 00:16:55.769
to in experience with new technologies.
But if you try to do that then,
210
00:16:55.929 --> 00:16:59.850
as I said, you have a
big lip that you need to take.
211
00:17:00.370 --> 00:17:03.519
It usually doesn't work if you just
have like one person on the ground
212
00:17:03.599 --> 00:17:07.880
that you supporting with the team flying
in and out. So I think the
213
00:17:07.160 --> 00:17:12.200
biggest challenge if you do that,
is that you need to hire fast and
214
00:17:12.279 --> 00:17:17.990
higher. Well, if you look
at the European market, and that's an
215
00:17:18.029 --> 00:17:22.349
interesting perception, because a lot of
the companies are the said are not well
216
00:17:22.430 --> 00:17:26.670
equipped to handle such a big leap, and they might. They should actually
217
00:17:26.910 --> 00:17:33.980
start with the more geographically closed location
in Europe. Our biggest challenge is the
218
00:17:33.380 --> 00:17:38.539
diversity. So if if in the
states you need to speak English. Well,
219
00:17:38.900 --> 00:17:42.220
okay, we are proficient with we
are not native speakers, but it
220
00:17:42.420 --> 00:17:47.410
works well enough in Europe. Is
Not going to do. We have to
221
00:17:47.490 --> 00:17:52.529
speak in several languages. You have
to understand the regulation at different countries.
222
00:17:53.410 --> 00:17:59.279
Spain is very different. Let's say, southern Europe is very different than Western
223
00:17:59.359 --> 00:18:03.319
Europe, which is different than the
nordics, which is then different than Eastern
224
00:18:03.359 --> 00:18:07.599
Europe and in the Middle Eastern countries. So it's a lot to take in
225
00:18:07.759 --> 00:18:12.630
and most companies, if they decide
to tackle the European market, they would
226
00:18:12.670 --> 00:18:18.589
start with either the British market which, in terms of language as it's easy
227
00:18:18.710 --> 00:18:23.869
process really yeah, or the dark
region, which is more cohesive. So
228
00:18:25.230 --> 00:18:30.539
we have a Germany, the Luxembourg
parts of Switzerland. So roughly, if
229
00:18:30.579 --> 00:18:34.299
you have a German native you be
able to to cater for the territories and
230
00:18:34.380 --> 00:18:37.980
also their fine actually sounds. So
it makes a lot of sense starting there.
231
00:18:38.220 --> 00:18:41.089
Yeah, I agree with you.
I'm gonna go back. I am
232
00:18:41.130 --> 00:18:45.849
so sorry. I'M gonna go back
to coronavirus for sake because as we are
233
00:18:45.930 --> 00:18:48.730
speaking, my many is bubbling and
I need to ask you that question.
234
00:18:48.809 --> 00:18:52.650
It's a tactical question. Less strategic
to the type of topy that we with
235
00:18:52.849 --> 00:18:56.599
discussed just now. But we have
had a couple of clients impacted drastically.
236
00:18:56.640 --> 00:19:00.079
So one of our large clients a
company called guilt. Now you must have
237
00:19:00.160 --> 00:19:04.440
done about Golt not being in marketing. We were supporting them in driving traffic
238
00:19:04.519 --> 00:19:10.549
to events and obviously, with the
recent news of coronavirus, we had to
239
00:19:10.670 --> 00:19:12.349
pose what we are doing with them
because they are can setting the event,
240
00:19:12.470 --> 00:19:17.789
so there is no point having US
driving people anymore. So well, that's
241
00:19:17.829 --> 00:19:22.549
not a great news. Is kind
of leading me to believe that a lot
242
00:19:22.589 --> 00:19:29.980
of markets were probably banking on events
taking place round table. It could be
243
00:19:30.059 --> 00:19:36.099
industry events like a Google Cloud,
the the big conference in in San Francisco,
244
00:19:36.140 --> 00:19:38.569
got cancel the couple of weeks ago. I believe Info Sake in the
245
00:19:38.650 --> 00:19:44.009
UK got will get cancel. I
believe that Cloud Expo was not canceled in
246
00:19:44.049 --> 00:19:48.970
the UK, but at very limited, poor attendance. I've seen some terrific,
247
00:19:48.009 --> 00:19:52.440
terrible feedback on on Linkedin and s
book to people with a lute it
248
00:19:52.559 --> 00:19:56.400
was. It was not a great
investment of time and money. So with
249
00:19:56.640 --> 00:20:03.319
that I'm kind of thinking that they
will be a deficiency in leads created,
250
00:20:03.599 --> 00:20:08.069
in pipeline, created in prospect,
engagement created or even with the partners and
251
00:20:08.109 --> 00:20:12.430
all that. So, as part
of the community now and the way you
252
00:20:12.589 --> 00:20:18.750
communicate and all that, what sort
of tactics do you see your peers putting
253
00:20:18.750 --> 00:20:26.579
in place in order to upset the
deficits of mqls, leads, whatever we
254
00:20:26.740 --> 00:20:30.660
want to cut it, byplay generated
from the traditional events type of activity?
255
00:20:32.380 --> 00:20:37.809
Yes, that's reality and and as
you mentioned correctly, I think the largest
256
00:20:37.369 --> 00:20:44.690
cyber security events that we're we have
witnessed this year was Rsa about a month
257
00:20:44.769 --> 00:20:49.039
ago and I don't think there's gonna
be any event of this scale, even
258
00:20:49.079 --> 00:20:53.480
if the virus subsides. I think
there's going to be massive constellations with scheduling.
259
00:20:53.920 --> 00:20:59.759
So in terms of event this year
is pretty much devastated and we have
260
00:20:59.920 --> 00:21:04.109
been talking about this internally within our
my company, within the community, and
261
00:21:04.349 --> 00:21:11.910
people realize very quickly that they need
to offset that with digital activities. So
262
00:21:11.069 --> 00:21:17.630
we see in a lot of efforts
going into Webbin are going into one on
263
00:21:17.829 --> 00:21:26.740
one interviews, conference calls with clients
serving digital content. I'm thinking I have
264
00:21:26.940 --> 00:21:32.700
and Syne this yet, but I'm
thinking that there's going to be smaller round
265
00:21:32.740 --> 00:21:36.690
table events who, once this crisis
will be over and people will, at
266
00:21:36.730 --> 00:21:41.369
least locally, will feel safer to
be in a company of others. I
267
00:21:41.730 --> 00:21:47.480
might even hippathize or have had an
idea from new startups for, you know,
268
00:21:47.680 --> 00:21:51.400
just having a small conference room,
but with separated rooms, but with
269
00:21:51.599 --> 00:21:55.960
one big video screen where everyone can
can share. That's also something good work.
270
00:21:56.440 --> 00:22:00.319
I mean, people are looking for
interaction, especially in how that we're
271
00:22:00.319 --> 00:22:04.390
all cooked up and and contravel.
But again, that's not going to happen
272
00:22:04.509 --> 00:22:10.549
in the form of massive event,
at least that's my prediction towards the end
273
00:22:10.589 --> 00:22:14.950
of this year. So a lot
of digital activities, a lot of customer
274
00:22:15.069 --> 00:22:18.500
education. People still want to know
who you are, people are still interested
275
00:22:18.539 --> 00:22:23.220
in your product. There's a need
for all the technology that's secure and facilitate
276
00:22:23.380 --> 00:22:27.579
remote work. We're feeling the demand. Other companies are feeling it as well.
277
00:22:27.980 --> 00:22:33.650
So it's just a matter of shifting
between the traditional to the more,
278
00:22:33.849 --> 00:22:37.170
let's say, digital and remote kind
of interaction. Okay, that's what we
279
00:22:37.250 --> 00:22:41.650
feel. So we have the big
shift in in the way we walk.
280
00:22:41.730 --> 00:22:45.359
So we in some countries. So
obviously the US want much more. We'll
281
00:22:45.400 --> 00:22:51.000
be nout driven, online, demo, zoom calls and all that, because
282
00:22:51.000 --> 00:22:53.759
of the nature of the territory when
it comes to Europe, actually of Europe,
283
00:22:53.799 --> 00:22:57.000
and clients tend to like face to
face meeting. So we see we
284
00:22:57.079 --> 00:23:00.789
had to shift all these face to
face meeting. But again, if you
285
00:23:00.869 --> 00:23:03.950
look at our hands be to be
software companies, everybody is equipped with Web,
286
00:23:04.109 --> 00:23:08.109
EGS, zoom, Google and out, you know, Google Conference,
287
00:23:08.190 --> 00:23:11.670
whatever it could be. You know
it is lots of solution, but everybody
288
00:23:11.789 --> 00:23:15.900
is using the solution because they are
used to communicate with their Israeli colleague,
289
00:23:15.900 --> 00:23:19.579
the Indian colleague, the US colleague, there French colleague, and that's the
290
00:23:19.660 --> 00:23:23.940
way that's the way it works for
me to be software companies. Having said
291
00:23:23.980 --> 00:23:30.730
that, we actually try to change
the approach and every single message that we
292
00:23:30.809 --> 00:23:34.849
would send email, social of telephone, conversation, whatever I could be,
293
00:23:34.970 --> 00:23:37.890
because we sears, you know,
your a more approaches will be direct.
294
00:23:38.730 --> 00:23:45.200
We trying to make we try to
emphasize about the situation and I think while
295
00:23:45.240 --> 00:23:48.759
you can engage with people right now, when you can pitch them your solution,
296
00:23:49.000 --> 00:23:52.279
you can tell them where you are, you can still contact them and
297
00:23:52.680 --> 00:23:56.069
technically you know what we are saying. Well, seeing people having a little
298
00:23:56.109 --> 00:23:59.670
bit more time in the ends because
they're working from home and they're not is
299
00:23:59.750 --> 00:24:04.109
a commuting or they are not into
internal meetings, or they are less internal
300
00:24:04.150 --> 00:24:07.950
meetings or they are less in the
operational stuff in a way, so they
301
00:24:08.230 --> 00:24:11.420
should have a little bit more time
in diends. But we really try to
302
00:24:11.460 --> 00:24:15.940
emphasize on the situation and tell them
brook, this is not really we're not
303
00:24:17.019 --> 00:24:19.980
trying to sell you something right now
to take advantage of the situation, but
304
00:24:21.299 --> 00:24:23.019
at the same time we need to
carry on, wait to put it together.
305
00:24:23.450 --> 00:24:26.009
You still need to work. You
have to protect your job. I've
306
00:24:26.049 --> 00:24:29.569
got to protect my job. Obviously
we don't say that, but we Gott
307
00:24:29.569 --> 00:24:32.970
of we kind of make it,
make it clear in the first sentence that
308
00:24:33.529 --> 00:24:36.730
we need to carry on. In
most people actually say yes, absolutely need
309
00:24:36.809 --> 00:24:38.920
to carry on, but you're writing
saying that you won't send me something right
310
00:24:40.000 --> 00:24:42.160
now because for the time being,
getting a coach so Altho, I getting
311
00:24:42.160 --> 00:24:45.480
the contract sign will be difficult.
But we have to carry on. We
312
00:24:45.559 --> 00:24:48.519
need to look and new technology and
it's actually it could be a good time.
313
00:24:48.920 --> 00:24:52.839
But like you, we hope that
it will come down and we will
314
00:24:52.839 --> 00:24:55.710
be able to do small gathering,
will be able to get out again and
315
00:24:56.230 --> 00:24:59.710
and and get things going in a
free things should resume to normal at some
316
00:24:59.869 --> 00:25:02.589
points. Our long it would take, we don't know. But yeah,
317
00:25:02.630 --> 00:25:04.950
we've got to pull it through and
keep going, I guess. Yeah,
318
00:25:06.069 --> 00:25:11.220
I think the important messages that eventually
we will see the other end of this
319
00:25:11.460 --> 00:25:15.299
crisis. And then, though,
big changes will definitely occur. People who
320
00:25:15.380 --> 00:25:19.660
still need the essentials, they'll go
out the shop and and our clients,
321
00:25:19.779 --> 00:25:23.410
the bit to be clients, are
enterprises, will want to serve these people.
322
00:25:25.089 --> 00:25:30.890
So we work with clients all over
the board, from energy, telecommunication,
323
00:25:30.130 --> 00:25:33.730
retail, all these need to keep
on working. Even now as we
324
00:25:33.809 --> 00:25:37.839
speak. I mean energy. Energy
companies still have to pump oil and refine
325
00:25:37.920 --> 00:25:41.880
that. So they need security.
They will need to sell it. And
326
00:25:41.039 --> 00:25:45.799
when the crisis is over, and
and and it's important to understanding the world
327
00:25:45.920 --> 00:25:51.349
is not gonna stop, but we're
probably gonna have to make adjustments both to
328
00:25:52.190 --> 00:25:56.710
how we do business and how we
interact with our without clients. That the
329
00:25:56.750 --> 00:26:02.390
quicker we do the more companies will
be better. Quay to get through this
330
00:26:03.150 --> 00:26:07.059
difficult situation. Yeah, yeah,
and it to Benest we mean you probably
331
00:26:07.059 --> 00:26:10.420
don't know about it, but actually
made the decision as a company to move
332
00:26:10.460 --> 00:26:14.859
to centinel one. Think it up
and last week and I was in preparation
333
00:26:15.019 --> 00:26:18.970
of walking from home and getting getting
theeed a pice as past as part of
334
00:26:19.130 --> 00:26:22.730
the something at was important for it. So, as as mentioned, you
335
00:26:22.809 --> 00:26:27.769
know, technology are important. Traces
will be made based on walking from all
336
00:26:27.970 --> 00:26:33.119
audio control things out. You bring
security and, as you and unfortunately hackles
337
00:26:33.599 --> 00:26:37.559
everybody, you know, people will
try to take advantage. So you know
338
00:26:37.920 --> 00:26:41.359
now more than ever it's important to
be secured and and if the community,
339
00:26:41.440 --> 00:26:48.150
as you mentioned, can supports and
user in getting securities through free be support
340
00:26:48.309 --> 00:26:52.069
content and etc. Etc. It's
IT'S A it's really all about solidarity right
341
00:26:52.109 --> 00:26:56.390
now. Yes, so thank you
very much for your inside and already appreciated
342
00:26:56.430 --> 00:27:00.230
you your time today. One question
that we ask towards the end of the
343
00:27:00.579 --> 00:27:04.700
of our session and our recording is
if anyone wants to get in touch with
344
00:27:04.859 --> 00:27:10.779
you. I'm sure that anyone Israel
probably knows you, but if in the
345
00:27:10.859 --> 00:27:14.539
marketing failed now, if anyone else
want to get in touch with you,
346
00:27:15.099 --> 00:27:18.210
pick up any of the topic that
we discussed today. Take their more flying
347
00:27:18.289 --> 00:27:21.650
or even a speak about scenting old
one and what'Suchin one could mean to them.
348
00:27:21.849 --> 00:27:23.769
What is the best way to get
all of you get him? So
349
00:27:23.970 --> 00:27:30.559
the best way would just approach me
through Linkedin. Very active on the platform.
350
00:27:30.319 --> 00:27:34.039
I usually answer within minutes, so
just bring me, send me a
351
00:27:34.119 --> 00:27:38.799
connection request or, you know,
comment on one of my both and I'll
352
00:27:38.960 --> 00:27:45.029
gladly interact with with egon every one
of you when as formed a full once
353
00:27:45.109 --> 00:27:48.309
again, your time. Thank you
very much for your time today. It
354
00:27:48.470 --> 00:27:51.430
was an absolute pleasure to you on
the show. Thank you for having me.
355
00:27:52.789 --> 00:27:59.380
operatics has redefined the meaning of revenue
generation for technology companies worldwide. While
356
00:27:59.420 --> 00:28:03.819
the traditional concepts of building and managing
inside sales teams inhouse has existed for many
357
00:28:03.900 --> 00:28:10.339
years, companies are struggling with a
lack of focus, agility and scale required
358
00:28:10.460 --> 00:28:15.529
in today's fast and complex world of
enterprise technology sales. See How operatics can
359
00:28:15.609 --> 00:28:22.369
help your company accelerate pipeline at operatics
dotnet. You've been listening to BEDB revenue
360
00:28:22.410 --> 00:28:26.720
acceleration. To ensure that you never
miss an episode, subscribe to the show
361
00:28:26.799 --> 00:28:32.039
in your favorite podcast player. Thank
you so much for listening until next time.
362
-->
