9: Internal Evangelism as Part of Your Branding Strategy w/ John Rougeux

August 22, 2018 00:24:19
9: Internal Evangelism as Part of Your Branding Strategy w/ John Rougeux
B2B Revenue Acceleration
9: Internal Evangelism as Part of Your Branding Strategy w/ John Rougeux

Aug 22 2018 | 00:24:19

/

Show Notes

Do you practice what you preach?

What about your team? Do they practice what your company preaches?

John Rougeux is the VP of Marketing at Skyfii where he has two main priorities: 1) Build his company’s presence in North America and 2) Rebuild Skyfii’s brand with a clear position in the marketplace.

John knows that he can’t accomplish his second priority by only marketing his company externally.  He has to be walking the walk and getting his team excited internally as well. It’s crucial to their success.

John joined us for this episode of B2B Revenue Acceleration to talk about internal evangelism as part of a branding strategy.

View Full Transcript

Episode Transcript

WEBVTT 1 00:00:00.160 --> 00:00:05.719 That's not sufficient. For marketers focused on externally promoting a brand. That's necessary, 2 00:00:05.839 --> 00:00:12.589 but it's really nice sufficient. You are listening to bb revenue acceleration, 3 00:00:12.630 --> 00:00:17.350 a podcast dedicated to helping software executives stay on the cutting edge of sales and 4 00:00:17.429 --> 00:00:23.539 marketing in their industry. Let's get into the show. Hi, welcome to 5 00:00:23.579 --> 00:00:27.339 be to be a revenew acceleration. My name is already amoutier and I'm here 6 00:00:27.379 --> 00:00:31.059 today with John Rougie from sky fight. How are you today, John, 7 00:00:31.420 --> 00:00:35.219 being read and Realian, how are you? I am very, very good. 8 00:00:35.259 --> 00:00:38.289 We suffering of what we would could a hit wave at the moment in 9 00:00:38.369 --> 00:00:42.090 the UK, but I'm blessed enough to be in a condition room, which 10 00:00:42.090 --> 00:00:45.649 is fantastic. So today were well. Yeah, is you John, to 11 00:00:45.689 --> 00:00:50.280 speak about internal evangelism as part of your brunning strategy? But before we go 12 00:00:50.399 --> 00:00:54.000 into the the details of it and the details of the ID behind it, 13 00:00:54.119 --> 00:00:57.079 could you please s tell us a little bit more about yourself, as well 14 00:00:57.119 --> 00:01:00.159 as sky fight or the company at your represent yeah, happy to so. 15 00:01:00.439 --> 00:01:04.909 I'm the VP of marketing at Skyfy and I'm currently based in Lexington, Kentucky. 16 00:01:04.989 --> 00:01:08.790 Among other things, I'm the proud father of four girls. But look 17 00:01:08.829 --> 00:01:14.430 at sky fight. We or a software and services company that helps physical venues, 18 00:01:14.790 --> 00:01:19.739 places like shopping centers, airports, universities, retailers. We help them 19 00:01:19.739 --> 00:01:23.299 understand who their visitors are and have a behave and then we give them some 20 00:01:23.420 --> 00:01:30.500 tools to engage with those same visitors on multiple channels based on visitor profile and 21 00:01:30.859 --> 00:01:34.530 visitor movement. So my role at sky fire is really focused on two things 22 00:01:34.569 --> 00:01:38.969 right now. First of all, you know, sky fire was a company 23 00:01:38.969 --> 00:01:42.969 that expanded in Australia that two thousand and twelve. So the majority of our 24 00:01:44.010 --> 00:01:47.090 business is based in a pack and other parts of the world. We have 25 00:01:47.159 --> 00:01:51.200 obvious as in UK, South Africa Brazil as well, but our focus this 26 00:01:51.319 --> 00:01:55.079 year and going forward is shifting a lot of our time and resources towards the 27 00:01:55.159 --> 00:01:57.239 North American market. So big part of my job is helping US build a 28 00:01:57.280 --> 00:02:02.150 presence here, build some core relationships and get some initial customers off the ground 29 00:02:02.189 --> 00:02:06.590 so we have a critical mass business here and then, I think secondly, 30 00:02:07.069 --> 00:02:09.949 you know, my role is really focused around rebuilding our brand. We've done 31 00:02:09.949 --> 00:02:14.830 a great job in investing in the products and are engineering over the last several 32 00:02:14.949 --> 00:02:16.580 years, but we've gotten to a point where we really need to kind of 33 00:02:16.620 --> 00:02:21.580 shore up our messaging and come up with a much clearer position in the market 34 00:02:21.620 --> 00:02:23.979 place. So I've been working on and kind of an internal project for the 35 00:02:23.979 --> 00:02:28.139 last few months that's going to take us through most of the remainder of this 36 00:02:28.259 --> 00:02:32.090 year just to really revise and and kind of revitalize our brand so again we've 37 00:02:32.129 --> 00:02:37.689 got a much clearer and succinct and consistent message with the people that were trying 38 00:02:37.689 --> 00:02:40.490 to do business with. Good Wells, some some some big missions and big 39 00:02:40.530 --> 00:02:44.479 job coming coming ahead of you, which is which is which is exciting. 40 00:02:45.120 --> 00:02:47.360 So to be that we want to took about, as already mentioned, is 41 00:02:47.560 --> 00:02:53.199 into on the evengetism, a spot of y'r Brend beings frequent cheat. Recently 42 00:02:53.560 --> 00:02:57.719 you probably should not see coding folds. Well, you spoke about the internal 43 00:02:58.120 --> 00:03:02.710 evangelism and and and the fact that it's often overlooked by bomb by markets here 44 00:03:04.030 --> 00:03:07.590 and you please show his all audience the concept of intnot evangelism and why it's 45 00:03:07.870 --> 00:03:14.060 more impact important on evil. Yeah, happy to so. The idea behind 46 00:03:14.379 --> 00:03:17.539 internal evangelism is this pretty simple. It's just really the idea that it's not 47 00:03:17.580 --> 00:03:23.340 sufficient for marketers focused on externally promoting a brand. That's necessary, but it's 48 00:03:23.379 --> 00:03:30.289 really not sufficient to grow a company or, more actually to reach the potential 49 00:03:30.810 --> 00:03:34.650 growth that your company should be able to reach. So we just explain that 50 00:03:34.689 --> 00:03:37.330 a little bit further. You know, when you're marketing a company externally, 51 00:03:38.129 --> 00:03:40.330 this is true for both BBC and and bb but a big part of your 52 00:03:40.370 --> 00:03:45.520 message and one of the core reasons for why people buy is based on your 53 00:03:45.560 --> 00:03:49.439 values and the Vision for where your company is headed. You know, it's 54 00:03:49.479 --> 00:03:53.560 not enough to just compete on speeds and feeds and features and benefits. Those 55 00:03:53.599 --> 00:03:55.789 are important, but when you're looking to do business with somebody long term, 56 00:03:57.229 --> 00:04:00.389 your just as interested in and where they're heading and and who they are, 57 00:04:00.830 --> 00:04:03.590 and I think that's just that's becoming especially prevalent in the BDB space because, 58 00:04:04.229 --> 00:04:08.310 you know, we're a lot of us are over sold to, we're over 59 00:04:08.349 --> 00:04:11.219 kind of over marketed to in many ways, and I think we just start 60 00:04:11.259 --> 00:04:15.060 to crave more kind of human and authentic connections with the people we do business 61 00:04:15.139 --> 00:04:16.740 with. So a lot of that goes back to the talk that time in 62 00:04:16.779 --> 00:04:19.899 senected a few years ago about people not so much buying what you do, 63 00:04:20.139 --> 00:04:24.850 but why you do it? So the issue is, if you promote your 64 00:04:24.889 --> 00:04:29.810 brand solely externally and fail to kind of evangelize that same vision and the same 65 00:04:29.850 --> 00:04:32.810 values internally, is that if your customers start to see that your team is 66 00:04:32.850 --> 00:04:39.519 acting inconsistently with the way that your brands presented itself externally, then they're really 67 00:04:39.560 --> 00:04:42.800 just not going to want to do business with you or they'll take their business 68 00:04:42.839 --> 00:04:46.639 with with someone else will come across as an authentic and and really people just 69 00:04:46.839 --> 00:04:50.040 don't want to do business with with someone who's an authentic. So really what 70 00:04:50.120 --> 00:04:54.829 I'm trying to get at is, as a marketer, your job is to 71 00:04:54.910 --> 00:04:57.589 continue to focus on, of course, the external promotion of your brand. 72 00:04:57.629 --> 00:05:00.870 That doesn't go anywhere. But along with that, think, especially in the 73 00:05:00.910 --> 00:05:04.230 BB space, your job really has to include, many cases, an equal 74 00:05:04.269 --> 00:05:10.939 focus on espousing and promoting those brands are started to brand vision and his brand 75 00:05:10.939 --> 00:05:14.939 values with with your team, your employees, but also your partners as well. 76 00:05:15.540 --> 00:05:18.100 Enough, that makes delfect sense, but we has an organization of the 77 00:05:18.139 --> 00:05:23.529 protects. We've most of all, people that trually probably ninety nine Peroc of 78 00:05:23.569 --> 00:05:27.170 the people at well for us, of a client's facing role and and we 79 00:05:27.290 --> 00:05:30.290 want to make sure that they reprison the brand, that represent what we do 80 00:05:30.490 --> 00:05:33.649 correctly. You know. So it's it's something that we try to debate. 81 00:05:34.370 --> 00:05:36.600 I guess it's kind of leading me to the next question, which is, 82 00:05:36.879 --> 00:05:40.839 and based on what you say, that the most sought food and impact, 83 00:05:40.959 --> 00:05:45.000 full eat external promotion, if all are great, but won't maybe have a 84 00:05:45.040 --> 00:05:48.920 lasting effort on your customer mills off on your brain image. So how can 85 00:05:48.959 --> 00:05:53.910 you make sure that your team is reflecting positively the value of your company? 86 00:05:54.069 --> 00:05:58.269 What are the ways you suggest to do so? Yeah, sure. So, 87 00:05:58.790 --> 00:06:00.350 look, it's a great question and there's no perfect answer. There's not 88 00:06:00.430 --> 00:06:05.740 a silver bullet that just, you know, allows your internal team to take 89 00:06:05.819 --> 00:06:10.019 on those values and then sure that that's going to be the case forever. 90 00:06:10.180 --> 00:06:12.860 But you know, there's some things that you'd I've seen others do and some 91 00:06:12.980 --> 00:06:15.379 things that I've tried myself that that help you get there. So I think 92 00:06:15.980 --> 00:06:20.329 really fundamentally, the first thing you recognizes as marketers you can't work in a 93 00:06:20.370 --> 00:06:24.050 bubble, and you know that's something I've been guilty of myself. You know, 94 00:06:24.209 --> 00:06:28.449 previous roles I think I tended to focus just on the pure aspect of 95 00:06:28.529 --> 00:06:32.279 marketing. That external promotion not enough. The the internal piece. So it 96 00:06:32.439 --> 00:06:36.319 really starts with there's just if you're a marketer or if you work with marketing, 97 00:06:36.560 --> 00:06:42.199 it's understanding and recognizing that your role needs to be something broader. I 98 00:06:42.319 --> 00:06:45.519 think if you started there, things will stem from that naturally. I think 99 00:06:45.560 --> 00:06:48.910 the second thing is leadership. Involvement is really key, you know, and 100 00:06:48.949 --> 00:06:54.350 some organizations marketing sits right it there on the leadership board or the the CEO 101 00:06:54.470 --> 00:06:59.589 himself or herself as a marketing background, but in other companies marketing takes more 102 00:06:59.589 --> 00:07:02.660 of a subordinate role. So in either case, though, the idea of 103 00:07:02.740 --> 00:07:09.819 a company's vision and its values, they need to be something that is discussed 104 00:07:10.259 --> 00:07:14.060 and and brought into at the leadership level. Yeah, so that's something that 105 00:07:14.139 --> 00:07:16.250 I worked really hard on and continue to work really hard on the sky FY. 106 00:07:16.370 --> 00:07:20.449 Thankfully, in our CEO and our leadership team were extremely supportive of the 107 00:07:20.490 --> 00:07:25.329 idea of of really shoring up our vision and our values and we've been having 108 00:07:25.329 --> 00:07:29.490 a lot of great discussions internally about what those mean and and how those will 109 00:07:29.490 --> 00:07:31.360 affect the future direction of the company. Thank you. Don't do that, 110 00:07:31.560 --> 00:07:36.199 then, marketing ends up working in isolation and maybe the marketing team or the 111 00:07:36.399 --> 00:07:40.199 head of marketing might feel really good about it, but you know, those 112 00:07:40.199 --> 00:07:44.750 efforts don't really extend beyond the marketing roles. I would say. You know, 113 00:07:44.870 --> 00:07:49.269 in some companies you HR is more of a independent function. Obviously, 114 00:07:49.310 --> 00:07:54.550 small companies HR sometimes blended into other departments, but I think the other pieces 115 00:07:55.310 --> 00:07:59.500 recognizing that. Well, in a surface they might seem like completely disparate ends 116 00:07:59.540 --> 00:08:01.620 of the spectrum and in many ways you need to to speak to each other, 117 00:08:01.980 --> 00:08:05.379 especially when it comes down to hiring. You know, I don't know 118 00:08:05.379 --> 00:08:07.100 if for you really and what you know, how you go through your UN 119 00:08:07.100 --> 00:08:11.779 hiring process, but I don't for me, obviously competencies is something that you 120 00:08:11.819 --> 00:08:15.649 have to look at, but you know, character and values, I think, 121 00:08:15.689 --> 00:08:18.889 are really even more important. You know, if you can eat for 122 00:08:18.889 --> 00:08:20.290 us, that's key for us. I mean we will often say to people 123 00:08:20.329 --> 00:08:24.290 when they come yes, look, we're not you're just looking for a job, 124 00:08:24.649 --> 00:08:26.519 please go straight away. If you want to discuss a cary, it's 125 00:08:26.560 --> 00:08:30.639 a two ways decision. You know, it's got to be a decision for 126 00:08:30.879 --> 00:08:33.559 us to get you on Boob, but it's sort of a decision for you 127 00:08:33.720 --> 00:08:35.320 to come on bold. So if you don't share the value, film on 128 00:08:35.360 --> 00:08:39.200 the on the value, if you don't believe in the value, it will 129 00:08:39.279 --> 00:08:41.870 never walk. So we will actually quite big very early on, and I'm 130 00:08:41.909 --> 00:08:46.909 glad you you bring it in your response because I guess as well as what 131 00:08:46.029 --> 00:08:50.870 I was like, I was expecting in a way to here. But I 132 00:08:50.950 --> 00:08:54.779 think it's very important. From the very first conversation, even from the potentially 133 00:08:54.820 --> 00:08:58.659 the job add you're very clear about what you are looking for. For US 134 00:08:58.940 --> 00:09:03.340 particularly, were not in the business of, you know, recruiting Ph d's 135 00:09:03.379 --> 00:09:07.100 or Mbas or people who done business degrees or whatever. You know, we 136 00:09:07.659 --> 00:09:11.409 a bit more of we've got a flixibold type of background approach to our recruitment 137 00:09:11.490 --> 00:09:15.649 process. So really the value is key because if people don't believe in the 138 00:09:15.690 --> 00:09:20.129 value and you can't truly, you know, evaluate them based on what they've 139 00:09:20.129 --> 00:09:22.649 done in the past because it may not be relevant to what we do, 140 00:09:22.570 --> 00:09:26.159 they've got to at least stick with the value because if they don't believe in 141 00:09:26.200 --> 00:09:28.320 the value, is going to be a very short, short, short shot 142 00:09:28.440 --> 00:09:33.120 work experience with us and probably won't go one go any far. So, 143 00:09:33.279 --> 00:09:35.840 yeah, I get your point and up it's very important in our recruitment process. 144 00:09:37.080 --> 00:09:39.909 Yeah, and you know, I reference something image earlier about customer facing 145 00:09:39.950 --> 00:09:43.830 and non customer facing roles. In a way you can almost make an argument 146 00:09:43.990 --> 00:09:48.549 that almost any role is customer facing to degree. It may not be directly, 147 00:09:48.710 --> 00:09:52.899 but I'll use it very maybe obvious and probably or reach example, but 148 00:09:54.220 --> 00:09:56.980 it's being here because it'll costraight her point. You take a role like accountants, 149 00:09:58.100 --> 00:10:01.700 that's probably one of the least customer facing roles out there, at least 150 00:10:01.700 --> 00:10:03.820 in terms of how you would traditionally look at that. But if you take 151 00:10:03.820 --> 00:10:09.090 a classic example like Enron, you know whatever values they had, if they 152 00:10:09.129 --> 00:10:13.210 had in me at all, you know they were certainly reflected in the county 153 00:10:13.210 --> 00:10:16.409 department, in the way that they did their books, and so it I 154 00:10:16.490 --> 00:10:18.769 would out. The reason I mentioned me that example is it's not just the 155 00:10:18.809 --> 00:10:24.200 sales people in the customer service people who need to understand the company's vision and 156 00:10:24.200 --> 00:10:28.360 the values. Really anyone who makes a decision on the on behalf of the 157 00:10:28.440 --> 00:10:31.519 company, whether that's doing your accounting, whether it's, you know, determining 158 00:10:31.559 --> 00:10:35.750 who you you know, build a partnership with whether it's determining your privacy policy, 159 00:10:35.070 --> 00:10:39.149 those affect the customer at some point and so really we should all think 160 00:10:39.190 --> 00:10:43.870 are of ourselves as as having customer facing roles, or maybe customer influencing roles 161 00:10:43.909 --> 00:10:48.149 to a degree, because we're all making decision on the path of the company 162 00:10:48.470 --> 00:10:52.419 and if we're not making those decisions with the values and the vision of our 163 00:10:52.460 --> 00:10:56.019 company in mind, then we're going to go off track. So you know, 164 00:10:56.139 --> 00:10:58.779 in a Banan example, you're just going to, you know, create 165 00:10:58.860 --> 00:11:01.220 some inconsistencies in your message and that's just confusing to people and it makes it 166 00:11:01.340 --> 00:11:05.129 harder for you to sell. But if you take that too far, then 167 00:11:05.169 --> 00:11:09.409 you end up with people taking a media unethical or malicious actions, which is 168 00:11:09.450 --> 00:11:13.330 a different problem in of itself. But I think you can probably see aren't 169 00:11:13.370 --> 00:11:16.169 edited. Absolutely absolutely think I think you got you got to great example. 170 00:11:16.250 --> 00:11:18.399 I mean that sort of I'm a going I won't mention any name on that 171 00:11:18.600 --> 00:11:24.159 one, but I was chased for paying invoices. The invices walk treating current 172 00:11:24.720 --> 00:11:30.440 but they had on that accounts payable person or someone in the account department was 173 00:11:30.480 --> 00:11:33.029 basically chasing I don't know if he was an internal or an external person to 174 00:11:33.110 --> 00:11:37.029 that company, to be honest with you, but the way they were going 175 00:11:37.070 --> 00:11:39.629 about it was was not really what I was expecting. You know, I 176 00:11:39.710 --> 00:11:43.549 think they were just emailing for too many people. They were very aggressive about 177 00:11:43.590 --> 00:11:46.419 the way they were going about it. There was no explanation, it was 178 00:11:46.500 --> 00:11:52.139 really short response and you just kind of consider say, the business with that 179 00:11:52.220 --> 00:11:54.379 company because, quite frankly, I've got an issue with the invoice I received 180 00:11:54.460 --> 00:11:56.940 and nobody's talking to me about it. But just just lead me. You've 181 00:11:56.980 --> 00:12:00.980 got to pay it and I would draws up someone that talk to me and 182 00:12:01.450 --> 00:12:03.649 even make me feel that it's the correct thing. You know, if I 183 00:12:03.690 --> 00:12:07.409 don't know if you know what I mean, it's just sometimes the the impacted 184 00:12:07.490 --> 00:12:11.929 that person adds on my perception of dub the business that I was working with. 185 00:12:11.850 --> 00:12:16.039 It's pretty bad because I kind of change my way of thinking about that 186 00:12:16.120 --> 00:12:18.519 business and maybe I keep my eyes open and the next time that I will 187 00:12:18.559 --> 00:12:22.159 meet my accompany joined that business, I'll probably be a little bit more close, 188 00:12:22.840 --> 00:12:26.399 way close, I mean, you know, not not as open with 189 00:12:26.519 --> 00:12:30.029 a person as I may have been if I was treating a different way. 190 00:12:30.309 --> 00:12:33.789 I think it's right. Every single part of the business should do it, 191 00:12:33.590 --> 00:12:37.669 and you know, we truly tend to do training with our guys about that, 192 00:12:37.990 --> 00:12:41.429 particularly when we've got people going to events. We work in sets, 193 00:12:41.590 --> 00:12:43.029 so there is lots of events. What people will have, drinks after the 194 00:12:43.149 --> 00:12:46.620 events, etc. Etc. So we want to make sure that you know 195 00:12:46.779 --> 00:12:48.940 our team is representing us in a very professional way. You know, the 196 00:12:50.019 --> 00:12:52.340 sort of events can go little bit out of hand sometimes times and people who 197 00:12:52.340 --> 00:12:56.059 are used to it may have a drink too many and it's okay because they 198 00:12:56.059 --> 00:12:58.009 are senior, but when you are the provailor, you've got to be careful. 199 00:12:58.169 --> 00:13:01.690 So we actually brief our guys before every single event to make sure, 200 00:13:01.690 --> 00:13:05.690 I they don't get out of line, if you will. But I think 201 00:13:05.730 --> 00:13:11.570 it's important because it makes sounds simple, but I think it's you are representing 202 00:13:11.610 --> 00:13:13.759 a company. You may be out of working ours, but you are still 203 00:13:13.879 --> 00:13:18.840 representing our brands, and our brand doesn't do that. So if you want 204 00:13:18.879 --> 00:13:22.720 to have fun, just go five miles away from the place where the party 205 00:13:22.759 --> 00:13:24.960 is at and do whatever you want, no problem. While you are representing 206 00:13:26.000 --> 00:13:30.669 us, make sure that you are representing US professionally and we take two steps. 207 00:13:30.750 --> 00:13:33.789 That's that's that's that's interesting. He helps me to kind of move on 208 00:13:33.870 --> 00:13:37.590 to the next question because obviously we spoke about the theory of a probably agree 209 00:13:37.590 --> 00:13:41.940 with you, by the way. I think it's a very interesting concept and 210 00:13:41.059 --> 00:13:45.580 definitely something that we do at operatics and I think that more business should do. 211 00:13:46.259 --> 00:13:54.379 But do you have any practical example of internal evangelism that has been walking 212 00:13:54.539 --> 00:13:58.330 or you've seen like very successful and and maybe some other example where you've seen 213 00:13:58.370 --> 00:14:03.129 it maybe not failing but being less successful? Yeah, sure, well, 214 00:14:03.250 --> 00:14:05.370 if you don't mine, I do want to speak to that example you mentioned 215 00:14:05.409 --> 00:14:09.159 about the cultural events, because you're asking me earlier about, you know, 216 00:14:09.360 --> 00:14:13.559 some tactics and approaches to make that successful, and I did want to hear 217 00:14:13.639 --> 00:14:16.279 on one more and I think it's really important and then I'll come back to 218 00:14:16.279 --> 00:14:18.039 your question, if that's okay. I think the last thing I wanted to 219 00:14:18.080 --> 00:14:22.159 mention was that really have to lead by example, and this will this will 220 00:14:22.360 --> 00:14:26.350 kind of lead into the specific example I share in a moment. But you 221 00:14:26.429 --> 00:14:30.269 know, I think the temptation is for marketers is to kind of write down 222 00:14:30.269 --> 00:14:33.590 these values, these vision and based on guidelines on how to talk about the 223 00:14:33.710 --> 00:14:37.629 business, and you've got it in a nice document, but that's really not 224 00:14:37.750 --> 00:14:41.419 going to be sufficient to drive those values internally. You know, I hate 225 00:14:41.460 --> 00:14:43.460 to say it, but you know, if you have a hundred employees, 226 00:14:43.500 --> 00:14:48.299 how many of those hundred are going to actually read the stylid guide or refer 227 00:14:48.379 --> 00:14:50.059 to it regularly? And maybe they'll read it once during the orientation, but 228 00:14:50.100 --> 00:14:52.730 they're not going to come back to it time and time again, at least 229 00:14:52.769 --> 00:14:56.769 most of them want. So what really has to happen is you have to 230 00:14:56.809 --> 00:15:00.529 lead by example. You have to show other people on your team what it 231 00:15:01.009 --> 00:15:05.529 looks like to live out those values and to kind of move that vision forward 232 00:15:05.769 --> 00:15:09.399 in a very kind of public way. So I think that's that's probably the 233 00:15:09.399 --> 00:15:11.679 most important thing, is just giving those concrete examples, leading by example, 234 00:15:11.879 --> 00:15:15.759 showing your team that this is what it looks like. You know, it's 235 00:15:15.919 --> 00:15:20.039 it's we encourage it, we encourage you to act in this way and then 236 00:15:20.039 --> 00:15:22.669 I think the rest kind of follow suit. So again, it's not it's 237 00:15:22.710 --> 00:15:24.269 not just having a nice document that kind of sits there on your desk or 238 00:15:24.789 --> 00:15:28.429 on your internal website, but it's just living those those ideas out your actions. 239 00:15:30.029 --> 00:15:33.830 So yeah, so I'll come back to your question. was just some 240 00:15:33.950 --> 00:15:37.940 examples of companies that have done that well. So I just want to mention 241 00:15:37.100 --> 00:15:41.419 two that I think are probably relevant for me and the BB space at the 242 00:15:41.500 --> 00:15:45.980 moment. And so those those two companies are going to be drift and terminus. 243 00:15:46.419 --> 00:15:48.860 And the reason I'll mention these two is I think for both of them 244 00:15:48.899 --> 00:15:54.529 to degree. Haven't read this in their internal braining documents, but the idea 245 00:15:54.610 --> 00:15:58.649 of kind of a human connection, a personal connection and are authentic brand seem 246 00:15:58.690 --> 00:16:03.330 to be very coore to both of those businesses. You Drift, they're selling 247 00:16:03.370 --> 00:16:06.759 to a broad range of customers. They've even have a free product. So 248 00:16:07.000 --> 00:16:11.559 you could argue the SMB your that the freelancer market is something they're going towards. 249 00:16:11.759 --> 00:16:15.480 Terminus is more of a enterprise company. But in both cases, you 250 00:16:15.559 --> 00:16:19.309 know, with drift you've got their head of marketing, Dave Gerhart. He's 251 00:16:19.350 --> 00:16:22.909 very in a public and talking about the company he's very is kind of off 252 00:16:22.950 --> 00:16:27.350 the cuff. I think his personality lends itself to coming across that way, 253 00:16:27.470 --> 00:16:30.990 to acting that way, but he's always talking about the brain. He's talking 254 00:16:30.029 --> 00:16:33.980 about, you know, the new things they've developed for their customers. You 255 00:16:33.059 --> 00:16:37.139 know, it's not always perfectly Polish, it's not always there's not always a 256 00:16:37.179 --> 00:16:40.179 high production value, but you get the sense that, you know, for 257 00:16:40.220 --> 00:16:44.700 drift they're all about they have this idea of conversational marketing. That's kind of 258 00:16:44.700 --> 00:16:48.610 their their stick, and so Davis himself, and then to a degree that 259 00:16:48.809 --> 00:16:53.250 their CEO, Dave cancel is, is making these these conversations with people through 260 00:16:53.250 --> 00:16:56.210 their podcasts, with the Linkedin videas, etc. And then you also see 261 00:16:57.049 --> 00:17:00.210 other people on their team, people people have not met before, but you'll 262 00:17:00.210 --> 00:17:04.400 see other people in sales and marketing making videos themselves talking about the product, 263 00:17:04.720 --> 00:17:08.720 talking to each other, and you've just seen that idea of these having the 264 00:17:08.960 --> 00:17:14.359 conversations and the value of these conversations. You'll see that spread through the organization, 265 00:17:14.559 --> 00:17:17.910 which is which is really great to see. And then I'll mention terminus. 266 00:17:18.069 --> 00:17:21.230 You know Sangroum, their CEO. He's kind of doing this, something 267 00:17:21.309 --> 00:17:23.990 similar in a way, and he's in that his whole ideas account based marketing 268 00:17:25.150 --> 00:17:26.670 and, you know, instead of just, you know, spamming people, 269 00:17:26.670 --> 00:17:30.980 are prospecting people, hunting them down in some ways, just kind of like 270 00:17:30.019 --> 00:17:34.579 drift. It's their focus on building for authentic connections with people. So He's 271 00:17:34.619 --> 00:17:37.380 done a great job in the way he's talked about the company. He's always 272 00:17:37.380 --> 00:17:41.619 talking to other people on Linkedin, in comments, videos, things of that 273 00:17:41.740 --> 00:17:47.369 nature. So that's that's probably a great example of living by example. is 274 00:17:47.490 --> 00:17:51.450 just being very outward and very kind of public in the the personality of his 275 00:17:51.569 --> 00:17:55.769 brand and the values at his brain stands for. Okay, and obviously any 276 00:17:55.809 --> 00:17:57.920 company doing a budge abot it, it's easy to pick on on the bad 277 00:17:57.960 --> 00:18:02.319 guys. So look, I'll just mention I can mention a couple just because 278 00:18:02.359 --> 00:18:04.920 they're in the public spirit already and it's not going to be new news to 279 00:18:04.960 --> 00:18:08.240 anyone. I'm not going to pick on someone that's that's not already been played 280 00:18:08.240 --> 00:18:12.829 lambasted publicly. But you know, Uber's probably the example that comes to mind 281 00:18:14.069 --> 00:18:15.829 for me. First, I'm like in that part world as what was in 282 00:18:15.869 --> 00:18:21.950 Theozole at the about recently on double he should seemed out to that, but 283 00:18:22.150 --> 00:18:25.549 here. Yeah, so I think in their case it wasn't so much the 284 00:18:25.670 --> 00:18:30.140 fact that their external brand wasn't reconciled with the internal culture. I'm not sure 285 00:18:30.140 --> 00:18:34.420 that they had much of a kind of value system to begin with, my 286 00:18:34.660 --> 00:18:37.980 think a lot of their done a great job of growing the company. And 287 00:18:37.019 --> 00:18:41.609 don't me wrong, they that's very smart and tellented people there. They've done 288 00:18:41.609 --> 00:18:44.170 a great job on kind of the performance, the growth side of marketing. 289 00:18:44.410 --> 00:18:47.329 You can't really argue with that. But when you look at some of the 290 00:18:47.450 --> 00:18:51.049 things that they've kind of gotten slapped on the wrist for, they had think 291 00:18:51.089 --> 00:18:53.170 greyball was one of the tactics. I don't remember the specifics, but it 292 00:18:53.289 --> 00:18:57.359 was the idea of kind of collecting data on people without their their consent or 293 00:18:57.400 --> 00:19:00.680 just maybe using that it in in ways that were not entirely above board. 294 00:19:02.039 --> 00:19:06.279 Obviously you have some of this sexual harassment cases that they came about and I 295 00:19:06.359 --> 00:19:08.839 think it's really unfortunate because you have a very kind of innovative and destructive company. 296 00:19:08.920 --> 00:19:12.109 That's absolutely what I think about it. Yeah, yeah, and so 297 00:19:12.190 --> 00:19:15.390 I think if they had kind of redefined their marketing to include not just the 298 00:19:15.470 --> 00:19:19.069 growth aspect but, you know, the brand aspect of their company, then 299 00:19:19.109 --> 00:19:22.309 they may have avoided some of those issues all together. To that point, 300 00:19:22.349 --> 00:19:27.579 it's also the probably the most viral compaign that could have existed. Imagine if, 301 00:19:27.660 --> 00:19:30.019 for the drivers, I mean how many drivers, when you take a 302 00:19:30.059 --> 00:19:33.380 whole back, truly complain about working for a bow? Because so I may 303 00:19:33.420 --> 00:19:37.740 not complain, but don't really give you a you wouldn't want them to tell 304 00:19:37.740 --> 00:19:40.930 you I'm really happy working for about this is a great company to give me 305 00:19:40.930 --> 00:19:44.089 an opportunity. How many both do you take a week? I mean that 306 00:19:44.210 --> 00:19:47.650 like a few and I would you would be the best way to actually portrayed 307 00:19:47.730 --> 00:19:51.210 the company and make everybody feel at boys the best company ever. And I 308 00:19:51.289 --> 00:19:53.799 think maybe I had that feel at the beginning when go was was really new, 309 00:19:55.359 --> 00:19:57.079 but although the years I think he just got a little bit I think 310 00:19:57.119 --> 00:20:03.319 there was issues in with drivers in India, in some mosop places, and 311 00:20:03.720 --> 00:20:07.710 you'll become a little bit confusing and almost make them look as a cheap brand 312 00:20:07.109 --> 00:20:11.349 from my perspective. I'm talking about my own opinion here, but I think 313 00:20:11.789 --> 00:20:15.430 what an opportunity they had, because the rich that they have with everybody in 314 00:20:15.470 --> 00:20:19.029 the market do the rich that they had was thatcom customer is is incredible. 315 00:20:19.269 --> 00:20:22.859 You actually spend ten, fifteen minutes with someone walking in the company in a 316 00:20:22.980 --> 00:20:26.539 cow probably once or tways a week. So he said, perfect opportunity to 317 00:20:26.539 --> 00:20:32.619 discuss with someone and yeah, to the point that you formulated before, if 318 00:20:32.700 --> 00:20:37.690 those guys were really in that reflecting positively on the value of Uber, wow 319 00:20:37.809 --> 00:20:41.809 the impact would have been could have been fantastic. That's right, and you're 320 00:20:41.809 --> 00:20:45.329 right. A few years ago, when you took an Uber, you would 321 00:20:45.329 --> 00:20:49.640 just see the Uber Sticker on the windshield and now you see is least in 322 00:20:49.680 --> 00:20:53.160 my experience, is there's the Uber Sticker and there's a list sticker right next 323 00:20:53.160 --> 00:20:56.799 to it. Yeah, when I talk to the Uber Drivers, you know, 324 00:20:56.880 --> 00:21:00.880 they don't, they don't feel all that closely align with the company itself, 325 00:21:00.920 --> 00:21:06.869 at least with my experience, they're more opportunistic in terms of and I'm 326 00:21:06.910 --> 00:21:07.710 not vaulting me for this, I would do the exact same thing. But 327 00:21:08.069 --> 00:21:11.910 what I've been told is they all know one week Huber will run a special 328 00:21:12.069 --> 00:21:15.309 for the drivers where there's kind of a bonus rate for that period of time, 329 00:21:15.549 --> 00:21:19.700 and the next week lift counters it with another, you know, special 330 00:21:19.740 --> 00:21:23.420 or bonus that you know incentivises the drivers to work for them, and so 331 00:21:23.539 --> 00:21:26.460 the drivers go back and forth. And then, you know, Uber and 332 00:21:26.619 --> 00:21:30.779 lift in a way they're competing on price, not price to the customer, 333 00:21:30.940 --> 00:21:34.410 but you know, the rates that they paid paid the drivers and, like 334 00:21:34.529 --> 00:21:40.329 you said, real reliant. It's unfortunate because Huber did have the opportunity to 335 00:21:40.490 --> 00:21:44.329 create a stronger bond with the drivers and really bring them on as part of 336 00:21:44.369 --> 00:21:48.640 the company culture. But there's more of a rift where the drivers have distanced 337 00:21:48.680 --> 00:21:52.960 themselves from Uber corporate in a way and, you know, as a result, 338 00:21:52.000 --> 00:21:56.160 they have less quality to them as a driver. Yeah, absolutely, 339 00:21:56.240 --> 00:22:00.039 absolutely. Yeah, yeah, that's a great, great example. I could 340 00:22:00.200 --> 00:22:03.630 I feed youtube because if I think you will speak to everyone, because you 341 00:22:03.670 --> 00:22:07.190 know, we've all been I mean they maybe of people will listen to this, 342 00:22:07.309 --> 00:22:10.789 but get that I've never took a Huba in the life, but I 343 00:22:10.910 --> 00:22:14.109 think for the most part of us will probably spend a few, a few 344 00:22:14.230 --> 00:22:18.740 dollars or pounds or euros in all with a Nuba. So that makes perfect 345 00:22:18.779 --> 00:22:22.380 sense. Okay. Well, thank you very much for that and and for 346 00:22:22.460 --> 00:22:27.059 your insight and for sharing all those best practices and IDs with us today. 347 00:22:27.099 --> 00:22:30.289 John, I'm sure that some people in audience will want to reach out to 348 00:22:30.369 --> 00:22:33.809 you and it may want to, you know, discuss some of the takeaway. 349 00:22:33.930 --> 00:22:37.849 They may want to have a conversation with you. Pick your brain. 350 00:22:37.049 --> 00:22:42.250 So what is the best way for our listener to get in touch with you, 351 00:22:42.329 --> 00:22:47.160 John? Sure, well, I'm assuming you'll put my some of these 352 00:22:47.200 --> 00:22:51.480 links and the show notes consorted. Like. Like you, my last name 353 00:22:51.480 --> 00:22:56.079 isn't one that you'd be able to sell just by hearing it. But yeah, 354 00:22:56.119 --> 00:23:00.069 I couldn't for non say it's but you know that's that's the that's about 355 00:23:00.109 --> 00:23:03.390 it. Well, your French background certainly gave you the edge and pronouncing it. 356 00:23:03.509 --> 00:23:06.549 But the best way to reach me is either on email, which is 357 00:23:06.630 --> 00:23:11.109 John Dot Rougie as Guy Fycom, or you can also reach me on Linkedin. 358 00:23:11.150 --> 00:23:14.460 I'm usually pretty active there as well. Okay, wrest once effect. 359 00:23:14.500 --> 00:23:17.900 But again, thank you very much for your time today, John. Ready 360 00:23:17.940 --> 00:23:22.180 appreciate your time. Dean site that you provided today to concosaition was real interesting. 361 00:23:22.539 --> 00:23:26.299 So yeah, thank you very much and hopefully we see you back against 362 00:23:26.339 --> 00:23:29.569 soon. Let's step baking in the next book guest. My pleasure really and 363 00:23:29.609 --> 00:23:32.730 next for having me on the show. was great being with you. Thanks. 364 00:23:32.769 --> 00:23:37.009 Thank you very much. Jen operatics has redefined the meaning of revenue generation 365 00:23:37.250 --> 00:23:44.319 for technology companies worldwide. While the traditional concepts of building and managing inside sales 366 00:23:44.400 --> 00:23:48.079 teams inhouse has existed for many years. Companies are struggling with a lack of 367 00:23:48.200 --> 00:23:55.910 focus, agility and scale required in today's fast and complex world of enterprise technology 368 00:23:55.950 --> 00:24:02.430 sales. See How operatics can help your company accelerate pipeline at operatics dotnet. 369 00:24:03.309 --> 00:24:07.670 You've been listening to be tob revenue acceleration. To ensure that you never miss 370 00:24:07.670 --> 00:24:11.740 an episode, subscribe to the show in your favorite podcast player. Thank you 371 00:24:11.779 --> 00:24:12.819 so much for listening. Until next time,

Other Episodes

Episode 148

March 30, 2023 00:21:38
Episode Cover

148: The SDR Handbook: Complete Guide to Building a Sales Development Team

Having an in-house sales development team brings a wealth of benefits - an increase in qualified leads, sales pipeline, increased revenue and better representation...

Listen

Episode

August 15, 2018 00:30:22
Episode Cover

8: Building a Startup Commercial Team in EMEA for International Vendors w/ Matthew Smith

Startups often underestimate moving to new markets. This is especially true in the EMEA (Europe, Middle East, Africa) region. Matthew Smith is a Principal...

Listen

Episode

November 28, 2019 00:18:12
Episode Cover

65: 3 Mistakes Companies Make With Their Content Strategy w/ Colin Campbell

Common thought: “B2B companies need a content strategy.” Common mistake: Starting your content strategy by asking, “How can I get more leads?” or, “How...

Listen