Episode Transcript
WEBVTT
1
00:00:00.960 --> 00:00:05.960
You were listening to be tob revenue
acceleration, a podcast dedicated to helping software
2
00:00:06.000 --> 00:00:10.189
executives stay on the cutting edge of
sales and marketing in their industry. Let's
3
00:00:10.189 --> 00:00:15.150
get into the show. Hi,
welcome to be to be a revenue acceleration.
4
00:00:15.589 --> 00:00:19.550
My name is aim with you and
I'm here today with Effrat Fedisen,
5
00:00:19.910 --> 00:00:25.100
VP marketing at mind space, and
confounder GCMO. I want you to do
6
00:00:25.379 --> 00:00:28.300
today affront. I'm very well.
Thank you. How are you? Yeah,
7
00:00:28.660 --> 00:00:32.659
great, great, great, great. So I'll discussion today will be
8
00:00:32.780 --> 00:00:38.850
around revenue generation versus Brent building.
All right, so I'll do CEOS and
9
00:00:39.049 --> 00:00:43.289
CFOs are going after marketing people with
a stake and say you're spending so much
10
00:00:43.289 --> 00:00:46.329
money in red building. Why is
my money back? But but before we
11
00:00:46.409 --> 00:00:50.840
go to the conversation, would you
mind just introducing yourself to audience explain maybe
12
00:00:50.840 --> 00:00:54.880
a little bit more about mind space, but also your organization, or your
13
00:00:55.000 --> 00:00:59.679
group, Gcmo, and what you
create it? Absolutely so. I'm based
14
00:00:59.719 --> 00:01:03.359
out of Israel right now, talking
to you from Tel Aviv, and I've
15
00:01:03.439 --> 00:01:07.549
been around take and marketing for the
past twenty years, and it started as
16
00:01:07.590 --> 00:01:12.310
a computer software engineer and moved slowly
to business and marketing. I've worked in
17
00:01:12.390 --> 00:01:19.780
many tech companies and ran marketing organizations
in various types of startups or larger organizations.
18
00:01:19.099 --> 00:01:23.420
I have GCMO, which will will
discuss in a moment, which is
19
00:01:23.459 --> 00:01:29.340
a community of Israel's top one hundred
CMOS from global company. So G stands
20
00:01:29.379 --> 00:01:33.209
for global and I have a video
cast and a podcast which I run with
21
00:01:33.370 --> 00:01:38.090
a friend and we talked about marketing
and strategy's in Hebrews has for the Israeli
22
00:01:38.129 --> 00:01:42.090
audience and I'm an advocate for personal
branding. Personal branding for me is a
23
00:01:42.209 --> 00:01:47.519
passion and I have a community on
facebook for four thousand people and we talked
24
00:01:47.519 --> 00:01:51.159
about personal branding a lot and I
let her about it too. And at
25
00:01:51.239 --> 00:01:55.239
Mine Space, I'm the VP of
marketing. I joined the company in the
26
00:01:55.319 --> 00:01:59.200
beginning of the year, so couple
of months before corona time, so very
27
00:01:59.959 --> 00:02:06.709
that's occasion, very specially, very
smooth sailing into them and buying space.
28
00:02:06.829 --> 00:02:13.150
Is a global company with dirty offices, thirty branches around Europe and the US.
29
00:02:13.990 --> 00:02:17.259
We have sixteen cities that were located
in in Germany, for example.
30
00:02:17.340 --> 00:02:22.699
We have eight offices in the Netherlands, in the UK, in Romania,
31
00:02:22.740 --> 00:02:28.099
in Poland and in the US.
Basically we provide flexible spaces for companies of
32
00:02:28.219 --> 00:02:34.289
all sizes, whether you're startup or
a large enterprise. We provide different types
33
00:02:34.370 --> 00:02:39.050
of flexible offices, whether it's a
small suite, a small office or private
34
00:02:39.090 --> 00:02:44.879
suite or a whole floor for a
company. We also have some casual spaces
35
00:02:45.039 --> 00:02:49.960
for meetings or recordings or event spaces, and minds is a very unique company
36
00:02:50.000 --> 00:02:54.919
because the emphasis is strongly on our
customer service, which is very high in
37
00:02:55.080 --> 00:03:00.110
its stand dirts, and also our
design and art, which we're advocates for,
38
00:03:00.430 --> 00:03:05.349
and each location is beautifully designed,
very differently from one another and also
39
00:03:05.509 --> 00:03:07.909
very, very much adapted to the
city that we're in. So we're not
40
00:03:08.270 --> 00:03:13.620
in the cookie cutter approach. Each
location is totally different and I love that
41
00:03:13.819 --> 00:03:16.939
company because it has such unique brand
and values, and we will talk about
42
00:03:16.939 --> 00:03:22.259
that more because that's that's the session. So does the session. Yeah,
43
00:03:23.060 --> 00:03:27.650
I'm a setup. I've seen the
look of Jare a must mesurface and it
44
00:03:27.770 --> 00:03:30.810
looks really, really good. You
know, I've got to say the funiture
45
00:03:30.810 --> 00:03:32.569
and everywhere a bit jealous. I'm
trying to pick up somebody's from my own
46
00:03:32.610 --> 00:03:36.810
living room now. Yeah, we're
glad. It's okay, this is this
47
00:03:37.050 --> 00:03:39.370
is it. It looks really good. So I fact, we know that
48
00:03:39.569 --> 00:03:46.520
finding the right balance between brand building
and river, you generating activities in marketing
49
00:03:46.960 --> 00:03:50.280
is kind of a common challenge and
seems to be faced by many be to
50
00:03:50.319 --> 00:03:53.479
be market all about the worlds.
Yeah, do you relate to that?
51
00:03:53.759 --> 00:03:58.030
First and where do you think?
What do you think the right balance is
52
00:03:58.189 --> 00:04:02.270
between both the building the brand and
the more longer known rover and you generating
53
00:04:02.310 --> 00:04:06.349
as such, in the short term
activity is not scially generation. Oh yeah,
54
00:04:06.469 --> 00:04:12.259
so I totally relate to that and
I think that each marketing department probably
55
00:04:12.340 --> 00:04:17.139
has that phenomena of splitting it itself
to the left side of the brain and
56
00:04:17.220 --> 00:04:19.540
the right side of the brain.
That's how I like to look at it,
57
00:04:19.660 --> 00:04:23.939
and I think that on the left
side of the brain we're looking at
58
00:04:24.180 --> 00:04:29.649
demand, general ration, Lee Generations, things that are in shorter cycles and
59
00:04:29.889 --> 00:04:33.250
will allow us to create revenue in
a shorter pace, and we will be
60
00:04:33.490 --> 00:04:40.879
very much driven by acquisition and creating
revenue. Our review will be more short
61
00:04:40.879 --> 00:04:44.759
term view and we will do a
lot of paid and guerrilla and and short
62
00:04:44.759 --> 00:04:48.079
term campaigns to satisfy this left side
of the brain. And then on the
63
00:04:48.160 --> 00:04:54.110
right side of the brain, will
take care of our brand identity and reputation.
64
00:04:54.750 --> 00:04:59.509
Will look at organic tools and tactics
like content marketing, like pr like
65
00:04:59.709 --> 00:05:02.670
brand campaigns, and our main goal
would be to generate awareness and be top
66
00:05:02.709 --> 00:05:09.459
of mind with our audiences and and
have our audience identify with the personality of
67
00:05:09.500 --> 00:05:12.980
our brand. And I think that
it's a very long term process and the
68
00:05:13.100 --> 00:05:16.220
results are seeing with time and it
takes time to see them, but I
69
00:05:16.420 --> 00:05:20.970
think that when that right side of
the brain is properly in placed, it
70
00:05:21.129 --> 00:05:26.009
definitely complements the left side of the
brain and allows it to function in a
71
00:05:26.129 --> 00:05:30.649
lot in a much better way.
So I definitely relate with that statement and
72
00:05:30.930 --> 00:05:38.000
I think that in order to have
a good operating marketing machine and your organization,
73
00:05:38.759 --> 00:05:43.240
you should nurture both these left side
and right side of the brain.
74
00:05:43.720 --> 00:05:46.519
I think young startups, I've been
working with a lot of startups in my
75
00:05:46.680 --> 00:05:51.029
career, and I think that young
startups put more emphasis on the left side
76
00:05:51.029 --> 00:05:57.069
of the brain and they're going for
okay, how can we acquire new customers,
77
00:05:57.230 --> 00:06:00.829
new investors and and what do we
need to do in order to generate
78
00:06:01.350 --> 00:06:05.139
that demand, which is very important, no doubt, and it needs to
79
00:06:05.220 --> 00:06:08.899
be there. But they neglect,
I think, the right side of the
80
00:06:08.980 --> 00:06:13.860
brain, and that's something that I
would say for younger startups, if they
81
00:06:13.939 --> 00:06:17.569
can start thinking of who they are, what's the identity of their company,
82
00:06:17.889 --> 00:06:21.970
what kind of messages, what kind
of values they want to convey to their
83
00:06:23.050 --> 00:06:28.529
audiences, that from a very early
stage, that would help their target audience
84
00:06:28.649 --> 00:06:31.649
to connect with their company in a
much stronger way and will allow them to
85
00:06:31.850 --> 00:06:36.680
do their core left side of the
brain work in a much more efficient way.
86
00:06:36.959 --> 00:06:40.759
Yeah, that makes sense. That
makes perfect sense, and we know
87
00:06:40.839 --> 00:06:45.759
that's marketing, marketing, engineeral or
controve, is value in generating revenue.
88
00:06:45.920 --> 00:06:49.269
If there is no cruise alignment with
cells, okay, so illn't you get
89
00:06:49.430 --> 00:06:54.949
that true collaboration between marketing and cells, particularly when it comes to something like
90
00:06:55.110 --> 00:06:59.750
branding? Wow, you know,
branding may sounds probably more on the cell
91
00:06:59.870 --> 00:07:04.139
side of the conversation are but branding
mysels like that nice fluffy activity maybe for
92
00:07:04.339 --> 00:07:08.100
service guy, and that's really what
we'll get us, commission at the end
93
00:07:08.100 --> 00:07:11.420
of the mount so to question.
I'll do you manage that alignment and I'll
94
00:07:11.459 --> 00:07:13.980
do you get that by it?
How do you get their buy and how
95
00:07:14.019 --> 00:07:18.410
do you make I'm absolutely great,
great questions. I think it's also super
96
00:07:18.490 --> 00:07:26.410
relevant right now when we're in this
economical crisis time and companies are way more
97
00:07:26.889 --> 00:07:31.800
sales driven than they were before because
everyone got hit in some way in this
98
00:07:32.079 --> 00:07:38.000
crisis. So I think that the
pressure in a way is put more on
99
00:07:38.199 --> 00:07:43.560
marketing right now to justify the budgets, to justify the positions, to justify
100
00:07:43.720 --> 00:07:48.470
the head counts, and if marketing
teams will not be sales oriented, I
101
00:07:48.629 --> 00:07:53.110
think it would be a great challenge
for them. So now more than ever,
102
00:07:53.509 --> 00:07:56.829
I think that this question is so
relevant because if you don't create that
103
00:07:56.870 --> 00:08:01.459
alignment with sales, you are in
a problem. And yes, that's CFO
104
00:08:01.819 --> 00:08:05.540
and that cro of the organization.
How do you make them your partners and
105
00:08:05.699 --> 00:08:09.220
how do you align with them in
a way that when you ask for that
106
00:08:09.420 --> 00:08:15.209
budget for brand building, they'll be
bought in? And so I think the
107
00:08:15.449 --> 00:08:20.529
first thing I'd say about that is
communication. First of all, internal communication
108
00:08:20.850 --> 00:08:24.769
in the company, educating the company, and I'm not just talking about the
109
00:08:24.810 --> 00:08:28.319
CFO in the cro but I'm talking
about all your sales rits, all your
110
00:08:28.519 --> 00:08:35.600
field representatives, whatever their positions are, whether their customer service or maintenance,
111
00:08:35.799 --> 00:08:41.320
whatever it is. They need to
be bought in to the concept of okay,
112
00:08:41.470 --> 00:08:46.629
we generate business and we bring revenue, but we also help this company
113
00:08:46.669 --> 00:08:50.429
be who it is, yeah,
and what it stands for work. And
114
00:08:50.990 --> 00:08:56.179
once they feel that the identity of
the company is quite clear and the messaging
115
00:08:56.539 --> 00:09:01.059
is clear for them and the kind
of brand work and brand campaigns that we
116
00:09:01.340 --> 00:09:05.700
generate make them feel proud. It
helps them sell, it helps them do
117
00:09:05.940 --> 00:09:11.570
their work better right, and so
if they understand that that right side of
118
00:09:11.649 --> 00:09:16.690
the brain, that brand building work
is work that is essentially helping sales,
119
00:09:16.009 --> 00:09:20.570
then they will support it. So
it starts with education and communication, and
120
00:09:20.889 --> 00:09:24.600
I do a lot of internal communication
inside the company to always, and I
121
00:09:24.639 --> 00:09:31.039
encourage my cot my team to do
the same, to always communicate first internally
122
00:09:31.120 --> 00:09:35.279
about stuff that we're doing, let
the other employees know what's coming out in
123
00:09:35.480 --> 00:09:39.629
one day or in two days,
and then launch it and then they see
124
00:09:39.950 --> 00:09:41.870
and then we talk to them about
it. So they're always like part of
125
00:09:43.110 --> 00:09:48.590
our work and they're experiencing our work
as part of the company's work. Now,
126
00:09:48.029 --> 00:09:54.340
on a more tactical stage, we
as marketing we build our goals right
127
00:09:54.379 --> 00:09:58.820
up from the sales goals. So
my goals from my team are the closed
128
00:09:58.899 --> 00:10:05.460
one opportunities of sales. They don't
get goals from me for s qls or,
129
00:10:05.860 --> 00:10:09.809
you know, and qls. They
get goals from me on how many
130
00:10:11.090 --> 00:10:15.289
sales, how many workstations have we
sold in our spaces, because those are
131
00:10:15.370 --> 00:10:20.690
the sales goals and when the marketing
team and the sales teams are aligned on
132
00:10:20.809 --> 00:10:24.919
the same goals it's much easier to
drive to the same place. So even
133
00:10:24.960 --> 00:10:31.039
people on my marketing team that have
brand related positions, they know that ultimately
134
00:10:31.720 --> 00:10:37.029
their work is supposed to drive sales, even if they're measured on other things
135
00:10:37.110 --> 00:10:41.149
like they're measured on, for example, engagement or traffic or whatever, because
136
00:10:41.190 --> 00:10:43.950
they're doing brand stuff. They know
that in the end of the day the
137
00:10:43.629 --> 00:10:50.419
goal of organic traffic is to see
how many one deals we got out of
138
00:10:50.620 --> 00:10:54.899
organic traffic. You know what I
mean. So I may not I may
139
00:10:54.980 --> 00:10:56.740
not give them the bonus based on
that, but they know that in the
140
00:10:56.779 --> 00:11:00.500
end of the day that's what we're
looking at. Now. The other thing
141
00:11:00.620 --> 00:11:05.090
is that I align my team on
the sales goals all the time. So
142
00:11:05.250 --> 00:11:09.850
quarterly or every six months, every
twelve months, they know what the sales
143
00:11:09.970 --> 00:11:13.570
team's goals are and they know,
as a result of that, what our
144
00:11:13.690 --> 00:11:18.879
goals are. So there's constantly discussions
about that. There's also some small stuff
145
00:11:18.919 --> 00:11:20.799
that I do to just keep it
in existence all the time. For example,
146
00:11:20.840 --> 00:11:26.320
I have a daily sales force report
that is being sent to the whole
147
00:11:26.399 --> 00:11:30.960
marketing team to look at a table
with all the deals that we've signed in
148
00:11:31.039 --> 00:11:35.269
the previous day, so they see
in which location it was, what we
149
00:11:35.389 --> 00:11:37.950
sold, how much it was sold
for, who's the customer, and it
150
00:11:39.110 --> 00:11:43.269
keeps them much closer to the field
to what we're actually selling and what we're
151
00:11:43.269 --> 00:11:46.659
actually doing. Now, you would
say, you would argue that's sales work
152
00:11:46.740 --> 00:11:50.820
right, like why would they care? Because they started it, like I
153
00:11:50.940 --> 00:11:54.259
have the lead source there and I
have you know when it started and which
154
00:11:54.379 --> 00:11:58.899
location, so they can feel proud
that their work is actually contributing to the
155
00:11:58.940 --> 00:12:03.210
bottom line of the company and they
all get it every morning now. As
156
00:12:03.210 --> 00:12:05.889
a result of that, the management
team also was so excited about this report
157
00:12:05.970 --> 00:12:09.889
that they also asked to get it. So the whole management team is now
158
00:12:09.929 --> 00:12:13.049
seeing this report every morning and my
marketing team. That's another small thing that
159
00:12:13.090 --> 00:12:18.879
I do. The other thing is
I constantly show our work internally. So
160
00:12:20.000 --> 00:12:24.799
whenever we succeed with something or we
launch a very nice campaign, I make
161
00:12:24.960 --> 00:12:30.990
a point of communicating that by email
to the whole company and by a slag
162
00:12:31.350 --> 00:12:35.870
and then obviously social media, etc. So they're constantly seeing our work.
163
00:12:35.909 --> 00:12:39.549
It's not like I would be very
surprised if someone came to me or one
164
00:12:39.590 --> 00:12:43.190
of my team members and say,
what is this thing you're working on?
165
00:12:43.429 --> 00:12:46.940
Why didn't anyone tell us? Like
everything it, we have very high level
166
00:12:46.980 --> 00:12:50.700
of visibility, so there are no
surprises and everyone knows how to anticipate our
167
00:12:50.899 --> 00:12:54.899
next steps and their next steps.
As a result of that, I make
168
00:12:54.940 --> 00:13:00.850
sure that there are weekly synchronization meetings
between M team members and the field sales
169
00:13:01.049 --> 00:13:05.889
rips. I have ongoing sync meetings
with our head of sales and I think
170
00:13:05.210 --> 00:13:11.409
the Nice thing about this close collaboration
is the fact that they see us as
171
00:13:11.529 --> 00:13:16.320
partners because when they want to now
launch a new sales initiative in their market,
172
00:13:16.759 --> 00:13:20.519
they come to us first, like
they speak to us. They consult
173
00:13:20.559 --> 00:13:22.960
with us and we do stuff together
and we support them. So I think
174
00:13:24.000 --> 00:13:28.149
that we managed to create a real
team environment between sales and marketing in the
175
00:13:28.190 --> 00:13:33.710
different markets that we work in or
for the different products, and it's you
176
00:13:33.830 --> 00:13:37.590
need to do a lot of small
things that will aggregate to a good collaboration.
177
00:13:37.950 --> 00:13:41.620
But if, if what drives you, I'm going back to the beginning,
178
00:13:41.620 --> 00:13:46.179
if what drives you is that the
sales and the marketing teams are really
179
00:13:46.340 --> 00:13:52.299
sharing the same goals and the same
measurement, then I think that's the starting
180
00:13:52.379 --> 00:13:56.129
point to align sales. Certainly right. First of all, thank you so
181
00:13:56.289 --> 00:14:01.289
much for going for that, because
this is proper, in the strenchy type
182
00:14:01.330 --> 00:14:03.769
of advice of what you are doing, like, not just like a theority
183
00:14:03.850 --> 00:14:07.169
call over view of what should be
done, but that's what you are doing.
184
00:14:07.409 --> 00:14:11.759
You know, I was listening very, very attentively, and what comes
185
00:14:11.799 --> 00:14:15.039
to my mind at the end of
all those things that you went through is
186
00:14:15.080 --> 00:14:18.000
really, you know, to get
your brand out, you need to build
187
00:14:18.240 --> 00:14:22.799
the your own branding timidly. You
know you are speaking about being a massive
188
00:14:22.840 --> 00:14:26.909
advocate for pussonal Brending, but that's
technically what you are doing with in your
189
00:14:26.909 --> 00:14:31.870
organization, at your level, the
marketing team level, and that the cells
190
00:14:31.909 --> 00:14:37.190
and marketing team walking together a level. Okay, so you've got different level
191
00:14:37.190 --> 00:14:41.179
of branding there and I really like
that because it does actually does make sense.
192
00:14:41.419 --> 00:14:46.019
And my next kind of question is
but management, because I was I
193
00:14:46.100 --> 00:14:48.460
feel ashamed to say it but I'm
going to say it anywhere. What's kind
194
00:14:48.500 --> 00:14:52.610
of particularly when we first started at
operatics, really earlier on, I was
195
00:14:52.769 --> 00:14:58.370
not a big believer in branding.
I just so that you know, branding
196
00:14:58.490 --> 00:15:01.970
will come from world of mass.
Yeah, branding will come from we do
197
00:15:01.049 --> 00:15:05.009
a good job for someone, that
someone will speak to their friends and then
198
00:15:05.090 --> 00:15:09.000
you go to someone else, etc. Etc. And then the fund starts
199
00:15:09.000 --> 00:15:13.399
ringing and that's okay when your moment
bok shop, small business. But then
200
00:15:13.600 --> 00:15:16.840
as time went by, the ambition
can of change. And I think I've
201
00:15:16.840 --> 00:15:20.039
said that origin on a few on
a few podcasts. But one day,
202
00:15:20.279 --> 00:15:24.309
funnily enough, he was preserved with
an Israeli company that are now clients of
203
00:15:24.389 --> 00:15:28.870
us. Actually just become a clients
recently, two months ago, but I
204
00:15:28.990 --> 00:15:33.429
met with the CEO in London and
they said, look about a lot about
205
00:15:33.509 --> 00:15:37.340
you. I've got a lot of
good things about operatics, but really the
206
00:15:37.500 --> 00:15:39.299
only thing that I'm not sure it
is can of afford your services, and
207
00:15:39.460 --> 00:15:41.419
that, for me, is kind
of okay. This is it? So
208
00:15:41.539 --> 00:15:46.220
all the monetive invests in brand building
is that sentence was like, okay,
209
00:15:46.580 --> 00:15:50.169
I've got the realization of what it
means. Now it's putting me in that
210
00:15:50.370 --> 00:15:54.730
category where maybe the world of Mosses
as hell, but also all the other
211
00:15:54.850 --> 00:15:58.690
things that we've done, the way
we communicate about the success, because technically,
212
00:15:58.730 --> 00:16:00.730
what you are doing, internally,
what you just went through, is
213
00:16:00.809 --> 00:16:04.159
what a company should do for that
branding is to speak about what they're doing,
214
00:16:04.279 --> 00:16:08.159
communicate, not wait for someone to
communicate, not wait for someone else
215
00:16:08.200 --> 00:16:12.720
to do something. Everybody should communicate
us from the cleaner. The cleaner should
216
00:16:12.720 --> 00:16:15.960
say that I'm happy to go and
clean that company. It's a great company
217
00:16:17.000 --> 00:16:19.029
to clean. Fall up to the
see you, you know, and everybody
218
00:16:19.070 --> 00:16:22.710
should really push that message out and
I think we're really at what we actually
219
00:16:22.710 --> 00:16:26.309
then it's in walking progress, but
we are much better at it. But
220
00:16:26.590 --> 00:16:30.350
Gudy, Tech Mountains to move to
convince me. So I'd like to unders
221
00:16:30.509 --> 00:16:33.820
on your if it's just me,
that was an issue for my own company
222
00:16:33.860 --> 00:16:37.700
and my own boat or neck.
Or do you also face that? We
223
00:16:37.860 --> 00:16:40.539
see over, we see sweet what
people are like. Is a a CFO
224
00:16:40.980 --> 00:16:44.299
or CEO? What that kind of
you know, is a technique or technical
225
00:16:44.419 --> 00:16:48.730
minded or finance minded, and don't
really get the concept of branding until they
226
00:16:48.730 --> 00:16:52.409
actually see it. Yeah, so
you hit the nail on the head.
227
00:16:52.490 --> 00:16:56.210
It's not just your problem. Many
people don't get it. Well, don't.
228
00:16:56.250 --> 00:17:00.210
Don't get it because they think like
you, that you know it will
229
00:17:00.250 --> 00:17:03.880
come if it needs to come and
we're doing a good job. It will
230
00:17:03.920 --> 00:17:07.559
come from other people, and I
agree with you that there's nothing better than
231
00:17:07.640 --> 00:17:12.599
word of mouth. That's the best
marketing method heads down. However, in
232
00:17:12.759 --> 00:17:18.549
order to get to the word of
mouth, you need to work. All
233
00:17:18.549 --> 00:17:22.069
right, it doesn't happen very quickly
to get to word of mouth and in
234
00:17:22.150 --> 00:17:26.990
order for people to start talking about
you like that customer of yours heard about
235
00:17:26.029 --> 00:17:33.339
you from many different people. That
takes some work and if you don't put
236
00:17:33.700 --> 00:17:37.259
who you are in a very clear, in a very compelling way out there,
237
00:17:37.740 --> 00:17:42.940
other people will not start doing it
for you without any incentive or,
238
00:17:44.369 --> 00:17:47.650
you know, just because you're nice
and they had a good experience. I
239
00:17:47.769 --> 00:17:49.450
mean, some of them will do
it, but it's the only like the
240
00:17:49.690 --> 00:17:53.849
minority early adapters, most people want
to do it. So if you give
241
00:17:53.890 --> 00:17:57.569
people the tools and if you give
them the messages and you give them the
242
00:17:57.720 --> 00:18:03.759
visual tools and you teach them what's
important and what's valuable and what you would
243
00:18:03.759 --> 00:18:07.880
like them to say about you,
they would probably do it because you give
244
00:18:07.920 --> 00:18:11.039
them everything and then it's very easy
work for them to do. But you
245
00:18:11.200 --> 00:18:14.029
need to give it to them,
because most people are too busy and they
246
00:18:14.069 --> 00:18:17.670
don't have time to do your work
for you. Right. So there's a
247
00:18:17.829 --> 00:18:22.670
way to push in a way word
of mouth to drive it, and I
248
00:18:22.829 --> 00:18:26.829
think that every person can relate to
that, whether there is CFO or a
249
00:18:26.990 --> 00:18:30.259
CEO or a technical person or a
salesperson, can relate to the fact that
250
00:18:30.779 --> 00:18:37.180
the best way to be convinced is
if someone told you about something and gave
251
00:18:37.220 --> 00:18:42.089
you a good recommendation. So if
you can communicate clearly to your peers and
252
00:18:42.450 --> 00:18:48.690
to those tough people that the work
you'll do is will is essentially a driver
253
00:18:49.130 --> 00:18:52.690
for word of mouth, they will
collaborate with you. Yeah, and and
254
00:18:52.849 --> 00:18:59.359
you're absolutely right that a brand for
for the marketing team and a brand for
255
00:18:59.559 --> 00:19:03.559
sales and marketing and a brand for
a person who does the work is as
256
00:19:03.680 --> 00:19:07.440
important as the brand of the company
itself. Yeah, right, and and
257
00:19:07.559 --> 00:19:11.950
it all starts with like clarifying for
yourself who am I? What are my
258
00:19:12.069 --> 00:19:17.869
values, what's my personality, my
characteristic? How would I like to be
259
00:19:18.069 --> 00:19:21.269
perceived? WHO's my target audience?
And then go for it. So in
260
00:19:21.390 --> 00:19:25.180
this O caase, like my target
audience is my employees in the company,
261
00:19:25.220 --> 00:19:27.380
right, yeah, right, yeah, or am I my C level calling?
262
00:19:27.740 --> 00:19:30.660
Yeah, and I think you know
also work. Some company comes shot
263
00:19:30.779 --> 00:19:34.619
and let's let's point on the topic, is they always have one person that
264
00:19:34.819 --> 00:19:37.460
is the print build. So you
see a lot of companies, while the
265
00:19:37.539 --> 00:19:41.210
CMO is the bread builder and that's
super active. They share a lot of
266
00:19:41.369 --> 00:19:45.769
things, lichten and stuff like that, but then nobody, it's like his
267
00:19:45.170 --> 00:19:48.089
is on his own, you know, and I think that's that's okay.
268
00:19:48.210 --> 00:19:52.759
But and what we're trying to do
at Paratix is structurally say to our guys,
269
00:19:52.799 --> 00:19:56.559
you know, because we've got a
lot, lots of very appem plays.
270
00:19:56.680 --> 00:19:59.880
You know, we've got people who
are ready appear from every stage in
271
00:19:59.920 --> 00:20:02.480
the companies. People would get the
bottoms of people are in the middle,
272
00:20:02.599 --> 00:20:04.559
some people at the top. The
people tend to be relatively happy and we
273
00:20:04.759 --> 00:20:07.589
try to keep them happy. This
is important. APIC customers, you know,
274
00:20:07.670 --> 00:20:11.589
I pick. I'm sorry, happy
staff, uppy employees makes up customers
275
00:20:11.630 --> 00:20:14.710
right, but were trying to encourage
them to communicate more and so well,
276
00:20:14.829 --> 00:20:18.549
don't be shy. No, speak
about your experience on linking. Be Honest,
277
00:20:18.670 --> 00:20:21.819
be ourself. We don't need to
write something for your marketing. Don't
278
00:20:21.859 --> 00:20:26.539
need to put that things together.
You re sharing something like that. That
279
00:20:26.700 --> 00:20:29.940
podcast, the Piezode, for example, is it's not really brending from me.
280
00:20:30.099 --> 00:20:33.339
For for me, branding is you
saying about your experience as an individual
281
00:20:33.700 --> 00:20:37.930
within the company to the rest of
the world and saying is telling about something
282
00:20:37.009 --> 00:20:41.769
that you've ad shived. Okay,
obviously in the respecting DNDA, but that
283
00:20:41.930 --> 00:20:45.490
will give identity, that will give
character, and I will give you know.
284
00:20:45.569 --> 00:20:48.289
I think what I would be seeking
for if I us to recast is
285
00:20:48.329 --> 00:20:52.039
that's what people care about. People
don't care about your new white paper earlier
286
00:20:52.039 --> 00:20:56.240
on, your podcasts and things like
that, unless they happen to know someone
287
00:20:56.400 --> 00:20:59.079
or it's of interested them or the
topic is of interest to them and they
288
00:20:59.119 --> 00:21:02.480
are doing some self education at the
moment. But, quite frankly, when
289
00:21:02.480 --> 00:21:07.269
you look at those social network but
I'm speaking about Clinton in the particular Yah,
290
00:21:07.509 --> 00:21:10.750
it's crowded. Yeah, provided so
what you are looking you are looking
291
00:21:10.789 --> 00:21:15.349
for real emotion, really connective you
know, and that's what we are trying
292
00:21:15.349 --> 00:21:18.460
to do at the moment, the
exercise of emotional connection, emotional brain building
293
00:21:18.700 --> 00:21:22.140
through guys. Just speak about your
experience, because what you tell me is
294
00:21:22.220 --> 00:21:26.539
beautiful. I love to hear it
internally. Now let's go and share it
295
00:21:26.619 --> 00:21:29.819
with the world, and that's what
we're trying to get an example, I
296
00:21:29.859 --> 00:21:33.569
must give you an example about exactly
what you're talking about. The other day
297
00:21:33.890 --> 00:21:38.289
we had one of our community managers, community sales managers in Poland, receive
298
00:21:38.569 --> 00:21:44.609
a book are of flowers to the
office from one of our customers and their
299
00:21:44.849 --> 00:21:48.359
company called think, from Sweden.
They do like a financial payments. Yeah,
300
00:21:48.680 --> 00:21:52.920
and it's a large company think.
So they sent her a book of
301
00:21:52.000 --> 00:21:59.160
flowers to say thank you for the
beautiful process she took them through to sign
302
00:21:59.279 --> 00:22:02.670
their listener office. So there are
costs, they're happy customer, right,
303
00:22:02.789 --> 00:22:04.589
and they sent our flowers in the
end of the process us, after they
304
00:22:04.630 --> 00:22:07.829
signed a contract, saying that they
took I don't remember if it was fifty
305
00:22:07.869 --> 00:22:11.950
or a hundred people office in Poland, and they send us the I mean
306
00:22:11.990 --> 00:22:17.380
the team in in Poland sent us
the photo of the lady with the flowers
307
00:22:17.660 --> 00:22:22.740
and I told them straightaway or are
you sending it to me perfect please uploaded
308
00:22:22.900 --> 00:22:26.660
to, first of all the Poland
linkedin page, and we have a Polland
309
00:22:26.700 --> 00:22:30.250
facebook page, but to your individual
pages and be proud of your work.
310
00:22:30.450 --> 00:22:33.009
Yeah, they asked for some help, so I gave them a little bit
311
00:22:33.049 --> 00:22:37.049
of text to put and they upload
the photo of her with the flowers and
312
00:22:37.210 --> 00:22:41.130
we tag think and we said thank
you and they all did it and then
313
00:22:41.210 --> 00:22:45.240
I did it as well, and
then the whole company, almost the whole
314
00:22:45.240 --> 00:22:48.559
company, did it. Everybody knows
about it photo and they posted it and
315
00:22:48.640 --> 00:22:52.920
it was one of the most successful
posts we ever had on Linkedin. Imagine
316
00:22:53.039 --> 00:22:56.880
like twenty or thirty different people shared
it, the same photo, and so
317
00:22:57.039 --> 00:23:00.549
it was like burnt in people's minds. And then the story of how a
318
00:23:00.630 --> 00:23:04.430
customer is saying thank you after a
sales process. You know, it's something
319
00:23:04.470 --> 00:23:08.630
quite unique, pretty powerfulia and a
lot of other people said like in the
320
00:23:08.670 --> 00:23:11.390
Commons, wow, this is one
of the best, you know, proofs
321
00:23:11.509 --> 00:23:15.380
there are for who you are as
a company. Like you don't need to
322
00:23:15.460 --> 00:23:18.539
do much more than that. Yeah, so it's about listening really and and
323
00:23:18.819 --> 00:23:23.819
giving your employees the power to do
it, like listening to what is happening
324
00:23:23.859 --> 00:23:29.009
in the field and then once something
happens and there's a trigger, you just
325
00:23:29.130 --> 00:23:32.849
encourage them to use their power.
And absolutely, but there is there is
326
00:23:32.890 --> 00:23:34.809
that sort of resistance, I think, from people. Well, I was
327
00:23:34.849 --> 00:23:38.130
speaking to one of my stuff as
like look, this fantastic. You should
328
00:23:38.170 --> 00:23:41.799
share that on Linkedin as our I
don't know, I don't know from and
329
00:23:41.880 --> 00:23:45.160
I was like, you know,
I follow you on instagram. I can
330
00:23:45.240 --> 00:23:48.599
see your dinner pretty much every day, which I don't care about. Right,
331
00:23:48.680 --> 00:23:52.039
that's not really bread. Birthday,
if you want to actually share that
332
00:23:52.119 --> 00:23:53.200
stuff, this is the sort of
things you want to share. This is
333
00:23:53.319 --> 00:23:57.589
meaningful. But there is a resistance
of Oh, that's a bit of cloud.
334
00:23:57.750 --> 00:24:02.029
What would my calling think about me? What other people would think about
335
00:24:02.029 --> 00:24:03.470
me? What actually I think?
You know, in the business world it
336
00:24:03.670 --> 00:24:07.069
is nice to be nice. I
think it's also something a fantastic message to
337
00:24:07.150 --> 00:24:11.859
would think out as a company,
right, because that act of kindness is
338
00:24:11.940 --> 00:24:15.299
something at text two minutes right,
to get someone some flowers, you just
339
00:24:15.380 --> 00:24:18.940
need to get your card ready,
gone the website, booth of you go.
340
00:24:18.299 --> 00:24:22.420
That's beautiful from them. Whether done
that in their company is also a
341
00:24:22.579 --> 00:24:26.490
great advocate for that company brand,
because doing that is such a gesture.
342
00:24:26.690 --> 00:24:30.569
You know, it's a simple things. Doesn't catch trust money next someone's Day.
343
00:24:30.809 --> 00:24:34.369
We make sure that your stories would
be good after very simple thing like
344
00:24:34.490 --> 00:24:38.039
a thank you or please, you
know. But anyway, we could get
345
00:24:38.039 --> 00:24:42.319
on farther, because that's I'm starting
to get another episode and personal branding,
346
00:24:42.400 --> 00:24:47.440
because you're caught your way. Have
to is your employees. Problem is something
347
00:24:47.519 --> 00:24:52.359
that everyone has and it's that balance
between being humble and, yeah, fraid
348
00:24:52.400 --> 00:24:56.470
of how you'll be perceived. And
people are just too busy being humble and
349
00:24:56.509 --> 00:25:00.829
they don't understand that during that time
that their humble, many other people are
350
00:25:00.069 --> 00:25:06.549
like cross saying the higher way with
showing off their achievements and they're losing business.
351
00:25:06.630 --> 00:25:10.660
So yeah, there's a whole other
episode we should do about. Well,
352
00:25:10.740 --> 00:25:12.180
before that, you go do I've
got one question for you. So
353
00:25:12.539 --> 00:25:17.180
I know that you're the the confronder
of GCMO, which is a community that
354
00:25:17.339 --> 00:25:22.329
brings together Israel stop CMO from global
companies, startups and VC's. It would
355
00:25:22.329 --> 00:25:26.369
be great if you could tell us
a little bit more about GCMO and what
356
00:25:26.609 --> 00:25:30.049
motivated you to stop that community.
Yeah, good, good one. So
357
00:25:30.250 --> 00:25:34.250
GCMO, we started the community about
two, two and a half year,
358
00:25:34.329 --> 00:25:37.519
two and a half, three years
ago, and we started very small because
359
00:25:37.559 --> 00:25:41.759
we're a group of CMOS that just
needed someone to consult with. Sometimes you
360
00:25:41.880 --> 00:25:45.599
don't have anyone else in the company
that shares the same problems and challenges,
361
00:25:45.759 --> 00:25:49.029
so you go to colleagues and so
a few, few of us just came
362
00:25:49.109 --> 00:25:55.150
together and it started building and before
we knew it were one hundred people from
363
00:25:55.309 --> 00:25:59.269
some of the biggest global companies in
Israel. You probably know some of them,
364
00:25:59.470 --> 00:26:03.380
like and dogs or you know patricks
variants. A lot of tech,
365
00:26:03.500 --> 00:26:07.460
but not just so the stream glasses
USA like. There are a lot of
366
00:26:07.579 --> 00:26:11.579
consumer be to see, but also
be to be and basically we wanted to
367
00:26:11.619 --> 00:26:18.339
position Israel, Israel's top marketing executives, as world leaders and marketing, because
368
00:26:18.380 --> 00:26:22.769
many people know Israel to be very
good with developing technology, but they don't
369
00:26:22.769 --> 00:26:26.609
know enough how we're good with also
driving that growth of the startup nation with
370
00:26:26.730 --> 00:26:30.609
the way we tell stories and the
way we do mark getting. So that
371
00:26:30.769 --> 00:26:33.240
was the first goal. The second
one was to create a community that will
372
00:26:33.279 --> 00:26:40.000
support and provide a think tank for
us as Cmo so we can consult each
373
00:26:40.039 --> 00:26:45.559
other. And the third objective was
to create a networking and career development platform
374
00:26:45.880 --> 00:26:49.029
for the CMOS, because it's also
it's a small country. We have a
375
00:26:49.309 --> 00:26:53.029
lot of positions that are coming out
and marketing and we can help each other
376
00:26:53.269 --> 00:26:57.269
with advancing in our career. So
one of the things that I'm really proud
377
00:26:57.349 --> 00:27:02.220
of is the fact that, I
forget to say we have a what's up
378
00:27:02.380 --> 00:27:06.500
group for the scare people. Yeah, and we talked daily in the whats
379
00:27:06.500 --> 00:27:08.700
up group. So imagine a what's
up group that on a daily basis.
380
00:27:08.940 --> 00:27:14.059
You have discussions, not every week, every day. So one hundred people
381
00:27:14.099 --> 00:27:18.890
like buzzing with questions to each other, like who used operatics before? Can
382
00:27:18.890 --> 00:27:22.250
you recommend them? Can you give
me a good vendor for PR in Japan?
383
00:27:22.529 --> 00:27:26.690
You know, how do you manage
a team with bonuses or whatever kind
384
00:27:26.730 --> 00:27:29.890
of question you can think about,
it's being put there and just people help
385
00:27:29.970 --> 00:27:34.160
each other. And so we do
demos together for platforms, for marketing technology
386
00:27:34.519 --> 00:27:41.119
platforms, for example. We do
academic programs with universities where some of our
387
00:27:41.240 --> 00:27:45.430
CMOS are speakers at those programs,
helping the next generation of marketeers to learn
388
00:27:45.470 --> 00:27:52.789
about global marketing. We do speaking
opportunities and various conferences, round table sessions
389
00:27:52.869 --> 00:27:56.789
to consult with each other. We
provide career support, so when someone is
390
00:27:56.950 --> 00:28:00.740
leaving a position, they tell the
forum that they just left so people know
391
00:28:00.980 --> 00:28:03.259
that if there's an opportunity, they
will connect them or we, as the
392
00:28:03.380 --> 00:28:07.579
founders, we help people that are
in between jobs to get opportunities. So
393
00:28:08.180 --> 00:28:12.250
it's a really unique experience. We
have the the what's up group on a
394
00:28:12.289 --> 00:28:18.210
daily basis. We have one to
two professional sessions a month. Right now
395
00:28:18.250 --> 00:28:22.809
it's on zoom because of Corona,
but normally it's once or twice a month
396
00:28:22.130 --> 00:28:27.279
in someone's office just host the whole
community and we get sponsored by Google,
397
00:28:27.319 --> 00:28:32.920
for example, or other branding agencies
that want to host us and and do
398
00:28:33.119 --> 00:28:36.839
things for us. So I think
it's a very powerful tool for us as
399
00:28:36.960 --> 00:28:41.990
individuals. CMOS, but also for
us as a group to get better offers
400
00:28:41.069 --> 00:28:45.789
from various sources, from better stakeholders. But also, I think the best
401
00:28:45.829 --> 00:28:49.029
thing is just the fact that you
can, you know, pink someone and
402
00:28:49.190 --> 00:28:55.150
get an advice and get help within
minutes. So see these of employees go
403
00:28:55.390 --> 00:28:57.259
in and out of the group every
day, like, yeah, here's a
404
00:28:57.339 --> 00:29:00.779
great guy who does S. Dr
is a great guy who does growth,
405
00:29:02.380 --> 00:29:06.579
great lady who does, you know, communications and PR who wants to hire
406
00:29:06.700 --> 00:29:10.569
them such as. So it's a
beautiful tool. And DCMO is. Yeah,
407
00:29:10.569 --> 00:29:12.650
it's a great community. So you
can follow us on social media.
408
00:29:12.849 --> 00:29:17.609
We have are with social media.
I will we are. Will notice that's
409
00:29:17.690 --> 00:29:19.690
that's qreat and that I like that
K's Infiat. We see lots Mestrin,
410
00:29:19.809 --> 00:29:23.440
like you know, people getting to
get and there is a very strong community
411
00:29:23.839 --> 00:29:26.640
the rest of the watch take example, and I think it's it's a great
412
00:29:26.640 --> 00:29:30.839
way to go. Boy, were
interviewed several times about the model and how
413
00:29:30.920 --> 00:29:34.759
we did it, because just to
share the the knowledge with other countries.
414
00:29:34.799 --> 00:29:38.549
We may take it international one day, but for now you go dream big,
415
00:29:40.750 --> 00:29:44.390
and I would say also that we
have a podcast called the market tears
416
00:29:44.470 --> 00:29:47.549
and Capes. It's in English,
so you can find it on the market
417
00:29:47.670 --> 00:29:49.869
here in capes like ship Ross and
caps. Yes, and one of our
418
00:29:51.109 --> 00:29:55.339
members is actually the host of the
podcast. His name is a done and
419
00:29:55.500 --> 00:30:00.660
he interviews a different GCMO member every
month. So it's it's very interesting,
420
00:30:00.819 --> 00:30:03.940
wonderful. Well, thanks for what
if FRAT. It was wonderful to have
421
00:30:03.019 --> 00:30:06.539
you on the show today. As
you say, we probably in another session
422
00:30:06.740 --> 00:30:10.450
to speak about off not branding.
But before we we get going, last
423
00:30:10.490 --> 00:30:14.329
question I ask is if anyone wants
to get in touch with you to discuss
424
00:30:14.450 --> 00:30:17.890
month space, to discuss GCM?
What? What's the best way to connect
425
00:30:17.930 --> 00:30:21.289
with your friends? I think the
easiest is linkedin. I'm on twitter and
426
00:30:21.369 --> 00:30:25.200
facebook as well, but linkedin is
where I do most of my professional stuff,
427
00:30:25.279 --> 00:30:27.599
so that's okay. There you go. So that's a frat fending sun,
428
00:30:27.680 --> 00:30:34.910
which is FEENIG S N, and
if Rad ef are at. Very
429
00:30:34.990 --> 00:30:37.789
simple. It was wonderful to have
ya on the shows. Thank you very
430
00:30:37.829 --> 00:30:42.029
much for coming today. Thank you
for having me. You've been listening to
431
00:30:42.190 --> 00:30:48.109
BEDB revenue acceleration. To ensure that
you never miss an episode, subscribe to
432
00:30:48.190 --> 00:30:52.299
the show in your favorite podcast player. Thank you so much for listening until
433
00:30:52.380 --> 00:30:52.779
next time.
