Episode Transcript
WEBVTT
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You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay
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on the cutting edge of sales and
marketing in their industry. Let's get into
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the show. Hi, welcome to
be to view revenue acceleration. My name
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is areniamutier and I'm here today with
Pull Mail Cure, a operating partner tribes
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and couthor of the book selling the
clouds. How are you doing today,
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pulled Aurli, and I'm doing fantastic. It's just it's been a great two
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thousand and twenty. A little up
and down, but they say, I
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call this the the year of resilience. So and I believe that chapter twelve.
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So this is definitely one where you
have to have reajolion, a real
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so it's almost true. You know, we've got a months enough to go.
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We've got Christmas on the way,
sens giving will be so, I
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hope. So. Yeah, so
today we will be will be talking about
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show recently launch book selling the clouds. But before we go into that conversation,
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it would be great if you could
introduce yourself in more detail to our
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audience and also can of tell us
a little bit more about your twenty five
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plus years. Sorry about that.
As it is it's a rich on the
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pro time carrier and things of class
as yeah, sure, litte twenty five
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years would be good. It's probably
more like thirty five and I like thee
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my girl five and us is better. Yeah, said, yeah, but
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actually started you almost thirty years ago
right here in Philadelphia, where I spend
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most of my time, born and
raised here, when a small company called
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systems applications and data processing came from
Germany to the US, formerly known back
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then it's sat now of course it's
sap. So I was one of the
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first employees there. So sometimes I
always say it's better to be lucky and
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good. And I started, you
know, working with them as one of
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the first employees here in Philadelphia,
here in the US. And in one
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thousand nine hundred and ninety it was
a just a concept and idea. By
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One thousand nine hundred and ninety seven
we were kind of a worldwide phenomenon and
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you know, it just happened to
be swept up in that opportunity and was
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running the global sales efforts. And
great opportunity to leverage that experience to go
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to a start up in Silicon Valley, which was my first tour of duty.
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They're at Ariva. And then we
went public and if you remember,
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back in thecom era and early two
thousand, two thousand and one, it
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was just fantastic. And then,
you know, two thousand and one it
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wasn't fantastic and we went from thirty
eight hundred people to eight hundred people.
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So really challenging times. Through that
what we called new deler winner and eventually
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we survived, got it back up
and sold it TESTAP. In Two Thousand
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and twelve, I thought I was
going to go into private equity and I
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did and within about three months they
they kind of said, okay, you're
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doing great, we want to put
you in as president of a an operating
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company called I pipe line, and
actually spend a lot of time over in
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London, as we did that for
a little over three years. And then
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I said I was going to go
back in do pe, and then my
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old boss called me from Reba and
went to on a plan and we took
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them public in two thousand and eighteen
and finally in two thousand and nineteen I,
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you know, I said okay,
I've done operational activities and I'm going
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to go work for P firm and
work with a bunch of very young,
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exciting companies really in Europe and and
in the US here and having a great
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time doing it. You know,
I spend most of my time here in
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Philadelphia. When the weather gets a
little chilly, right around now I started
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moving down to south Florida where the
weather's a little nicer. And Yeah,
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four children ranging from twenty nine to
fourteen. So pretty busy guy. Yeah,
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I can. I only got two
kids. And Yeah, it's fall
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thoughts, the chosen number. All
scals made it to a bit. So
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so when don't? I have two
wives, so makes it the lease.
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I got to work all right.
So poor you, you and mock pitch
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roosy recently now show young you book
or sending the clouds, I think the
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yonder line. He's a play book
for six sets in glass up to I
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don't the Prie sent. So obviously
we do another of that, a touparatics.
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We had put up of clients in
that space, but it you know,
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we also in the books you are
sharing your your key methods, what
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you've refined, what you've identified and
and withother that's twenty five feels to become,
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like I said, as lead in
that space. But whether I make
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long though some before we even get
stuffed in going to a details. What's
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actually motivated you to write these book
and what are the key to week that
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you are covering, just just for
the you know, but the the interreligence?
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Yeah, you know, the motivation
is interesting. Early and my mom
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has been telling me for ten years
or twenty years, maybe you should write
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a book with all your experiences,
you know, operating in all these different
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global venues with these large companies and
learned so much, obviously, over those
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years and it just really wasn't motivated. But I did start to write kind
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of a notebook down what I called
key topics and areas that I thought would
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be helpful to eventually put in a
book. And then I knew Mark Petruzi
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when we first started. I was
at sap, he was at the Lloyd
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and you know, we remain friendly
and then we kind of lost track and
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then I ran into him early on
in Myana plank where in like two thousand
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and sixteen and Seventeen, and the
first thing he said to me is this.
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You know, Paul, all your
experiences, you should write a book
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and I should mark you sound like
my mom, you know, and it
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and he just said no, now
you know, you have so all these
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experiences, you have all of this
information in your head, if you can
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put it into in two words.
And I said, you want to help
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me, and he see, I
absolutely do. So that was kind of
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the motivation for it. And then
we started thinking about all the books that
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are out there. Are they in
and there's just so many business process and
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sales process and tips and tricks and
methodologies and and honestly, they're all kind
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of the same and just thousands of
different variations. And I said, well,
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last one it. Last thing I
want to do is do something like
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that. So we wanted to kind
of look at what would the key topics
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be that can really appeal to a
very large audience, those that, you
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know, literally would be very new
to sales or the selling profession or even
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not in the profession thinking about it, or somebody who's a thirty plus year
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veteran like myself. And so we
thought about putting this holistic playbook together that
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everyone can get value from. And
then some of the key topics we wanted
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to focus on, you know,
not really the tactical aspects of selling,
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like, because they're sending plenty of
books out there, but kind of the
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soft stuff. What are the things
that the characteristics of a successful sales professional?
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And it is a profession. So
what is it that every day when
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you get up the mindset that trust
some of those key areas that are in
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the book that we kind of focus
on, and then we drilled down downt
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on to make sure people understand that
these are the things that make up this
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ideal sales professional. And you know, are you good at these things?
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Can you be better at some of
these topic areas? And so I think
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it really comes down to understanding what
it is that makes, you know,
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especially enterprise selling, successful, because
I think sales are very broad profession,
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but when you get into enterprise,
especially cloud based selling, it just is
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a different level, kind of like
the Champions League, I like to say,
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and football out. Yeah, and
that's you know, it's is the
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Champions League. But I think you
know that the reason why I think your
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book is Bret Evant and playbook is
relevant in that spaces because you just reget
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in the three events, cloud events. You know, I remember to Sa
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you speak about two thousand started really
to get to do the events in two
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thousand and eight, two thousand and
ten mays. And Yeah, I'm not
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at the twenty five placy. I
answer points and some points we will.
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Maybe I will write to book as
well when I get that right. You
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know, I remember going to places
like the Muscuny Center in California and Zain
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San Francisco and you know, you
see like maybe on droid on around fifteen
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n adults. You go back to
the sense of this year, or let's
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show or whatever it's in an easier
enough eight hundred thousand five hundred and and
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I guess my point here, Paul, is that we volume must come mediocrity,
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you know, because I think you've
got you've got, you've got on
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too price. Sense from a perspective
is you don't have a play book for
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it, you don't have a blue
print for it, you don't have a
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school for it. You know,
you can do an Mba of enterprise serves.
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You can do an in master bachelow
in enterprise serves. You know,
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you don't see those guys coming out
of school on a on a conveyor belt.
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You know, ready to go is
that tie on and get the phase
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on, not yarm right. So, and that's and I know it's a
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big issue because, you know,
you spoke about P as well. You
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spoke about all those things. So
all that community that are investing millions in
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soft Towell startups, a cloud startups, and you know, when the Invest
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Money, they need to recruit twenty, thirty, forty on too, praisers,
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guys and world. I had as
well, and you know, I
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think the offer is much lower than
the demons. So I think you know,
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I mean almost play books, some
sort of blueprint that you could use
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to putentially get IDs and get people
to become good or get people to to
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educate themselves and probably changed the way
they are doing. Is Very important and
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I don't know what you think about
that. Yeah, are in. I
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canot agree more and I think that
was really you know, you talked about
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the inspiration for the book. If
you think about you go to universities now,
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there's not a lot of curriculum in
these universities. You know, forget
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about enterprise selling, just selling in
general. Right. I mean, you
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know there's a marketing curriculum, but
it's really teaches you very different things than
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and it does not prepare you to
go into selling, let alone enterprise selling.
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And you had mentioned the the supply
and demand, and Marsconi center is
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a great epicenter in San Francisco.
If you think about sales force, you
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know, in the early days it
was this tiny little company. Now it
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takes over entire city and you know, literally there's just thousands and thousands of
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companies that are tied to that ecosystem
that also require these kinds of selling professionals.
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And I remember, you know,
back many years ago and companies like
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Xerox and IBM and a DP and
others would put a lot of money into
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training sales professionals right out of college
or university. There really isn't those types
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of companies anymore that are investing in
this new set of salespeople. You know,
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they're coming out and they're on their
own and you know, maybe they
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get two or three weeks of training
at a company and then that's it,
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but they don't go into the the
market with that playbook. And I think
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if we can help get people jump
started and if, you know, help
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them be more effective more quickly,
the time time that it takes the fssful
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to start to sell to start to
get that success. If we can accelerate
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that time to value, if you
will, it makes a big impact on
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these companies, especially these small mints
size companies are really trying to grow,
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and I think this is what you
know, this playbook, if you will,
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is is just so critical at this
time, so coming to the people,
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and that's what I'm really interesting in, because I think you know the
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key characteristick and I guess you'll teemate
you without like to undose tones, I
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will go with my question first,
because I preparably question for you. But
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what I'd like to Ondos on Electronos, if you could pretty much get anyone
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to become a good on top right
selves person in the cloud space. On
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the pride cloud sends. But before
I got there, in one of the
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Chapter Uil Key characteristick that ends sell
people to strive, okay, and that's
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empathy, authenticity, creativity, resilience. We spoke about residients, Hup Totwell,
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I believe, but can you please
develop on those characteristic to start with
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and also maybe in in that response
to the the question of on the side
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note, do you think anyone can
become a good clouds enterprise sales person.
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Yeah, I think you know there
are some characteristics that you're born with,
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but I think all of these elements
that you just mentioned, and I'll do
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well in you know, you can
learn them and you can refine them and
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you can affect them. But I
always felt that sales as a profession that
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if you have a common, you
know, baseline for it, you can
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either become a great sales personson or
or terrible. So it's not something like
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you're born in sales. But I
think you know now athletics, you probably
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have to be born with that athletic
skill to get into the Champions League.
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I think in sales, as long
as you have these things in you and
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you strive to perfect them, you
know, and I'll go through a few,
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I mean and to the especially in
today's selling environment, are the you
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know, you have to put yourself
in your customers mindset and if you don't
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you're really not going to be effective
in this personal selling. Even today that
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we're not facetoface, you can still
have empathy for your customer. And when
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I say customer, it's the end
of vis duel. You're selling to,
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not necessarily the company, because those
people move from place to place and you
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know, you'd be surprised how many
people over thirty plush here's. I've sold
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two, three, four five times
at four or five different companies. So
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if you have that empathy and you
can develop it and you're authentic, authenticity
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so important. Today the buyer is
there so much more advanced than they were
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years ago. You know, people
have said all sales is come such a
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long way. I think people have
underestimate that. The buyers and obviously being
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at a rebook for so long,
we train buyers and the buying software.
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They just have gotten so much more
effective at you know, how they operate
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in their knee for salespeople is much
different than it was maybe ten or fifteen
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years ago, where was for a
source of information. Now they click on
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the Internet and they get more information. They probably know more about your company
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as a buyer than you do as
the cell so authenticity is so important and
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the virus he right through you.
You know nothing to I talk about creativity.
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You know there are these playbooks and
even when an amazing playbook like selling
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the cloud, you still have to
be creative because each one of these companies
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is different. The way they buy
as unique people are unique in these environments.
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And so I always say that,
you know, you can have all
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these sales methodologies, all all these
playbooks, but at the end of the
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day, if you have a good
high Eq, I call it, not
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Iq but Eq, and your creative
then I think you could be very successful
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in the complex world of selling.
And and last but not least, it
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is the last chapter, but I
talked about resilience. And this is not
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a nine to five job, right, and if you think sales is nine
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hundred and twenty five, that probably
not going to be successful in any kind
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of selling. You know, as
a salesperson, we here know a lot
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more than we hear. Yes,
and it's very challenging. I mean it's
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the pressing, right. You go
in the work every day and you know
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you don't have success every day.
So it's very difficult. And if you
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look at, you know, the
best sports teams in the Champions League,
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you know they really do have that
resilience and that's what friendships the winners from
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the losers, and I think that
is even more important, especially today.
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Yeah, I agree with you.
I agree with you. I think we
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we do the beginning of the presence
and even in the liking of the process.
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You know, we have a we
have a fair amount of for Rooven.
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You as a compartite, is coming
from helping on top rice sells people
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mainly in the cloud, to Iliypen
upport Meity to identify your postumity is basically
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opening the door to the individual of
the service process and in that setup,
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you know, I think one of
the one of the one of the the
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key of the key element is really
doing, as you're right, the persistence
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and the resilience, but a persistence
based on curiosity and genuine curiosity, not
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about systems, being the guy with
wise always past to you and absolutely want
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to get to the next steps,
et ceter etcetera genuine curiosity and an individual
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at actually are convinced themselves that and
I guess that's that's the empathy and your
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senticity. Well, that's going and
said that, that solution that they are
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bringing to market is should be a
fit for that customer. Right, you've
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got to be. You've got give
be in the minds. I believe to
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sell something, need to believe in
your product, need to believe in the
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solution, need to believe that what
you're doing is changing the world. You
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know it's a cliche right to say
that, but it I guess. I
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guess this is so important because if
you don't believe in what you are doing,
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if you don't believe it's you take
the energy of spot quite, you
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know, Champions League and all that. Let's say, let's say you are
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your boxer, you know, and
you're just about to you just about to
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step in the train in Las Vegas. Millions of people watching on TV,
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millions of people paying a fortune.
Celebrity isn't the first on the first row.
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They're looking at you. You know. You'RE NOT gonna go on that
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train thinking that deals again will destroy
you. You can't. You've got to
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be convinced that you will win,
and I think you know that. That
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that's that's truly I mean, I
think, with empathy or sentthicity, creativity
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and resilience. That's why it's not
the regilius actually stopped. From my perspective
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before the process is, how do
you prepare yourself to go and get there?
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I did believe and I did clean
my my my studio management degree,
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like a business school if you're in
France, and I did believe that.
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You know, good sells. People
are people can speak, you know,
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they can charge you as they speak, you know. And and what I
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realized that actually good salves people are
the one that listen, you know,
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is the one that can have a
good openor get people to speak, get
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to pick going and then ask wide
open questions. People Start speaking about their
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issue and then it's a doctor.
So once you know about the issue,
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you want to push a little bit
on the pain and say, Hey,
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maybe I've got the pill, but
I'm not sure make pell will work for
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you, but maybe we can do
something with my pin and that stuff,
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and then you may have some plus
toss coming from the services that you can
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bring in some mos of people around
and then you end up in that solution
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type of selling tape of things.
And I do believe it's on art and
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actually as well a speaking else thinking
maybe with your business I need to actually
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create a sealer university. I'm sure
there is some already, but imagine that,
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because I still believe, and speaking
with clients and looking at what's happening
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in the market and looking at some
people being recruiting or moving from companies to
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companies, I do believe like the
actual really fantastically good sales people. They
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easier, gets rich too quickly and
then they don't read it to work anymore,
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you know, because you get to
get good reward inside. Oh,
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Oh, you've got the averagement that
you know, made you like eighteen months
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to years in a job and then
move to the other one, and then
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move to the other one and then
moved to the other one. But I
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do believe that there is, there
is, there is a shortage and and
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of course the playbook is is very
usefully. And now I would like to
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speak to you about the future.
Right. So, and I don't know,
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I don't just mindful of speaking about
the future. I've got twenty twenty.
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You know, it's been it's like
what really are we going to plan
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again? I we're going to take
a kind of trying to plant something and
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then take a massive slap across the
face. I'm going to go with anyway.
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Your prediction, the UN to price
glout says market in the next five
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to pinions of onny. If you
can predict the next five to ten minutes.
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Yeah, be a Las Vegas at
the Casino and predicting the winner.
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It's it's been pretty crazy, but
I think it's easy to see where this
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is going in the next five or
ten years, because if you think about
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the last five to ten years,
you saw a lot of trends, you
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know, towards the where we are
today now with this two thousand and twenty
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covid situation. All those trends were
just accelerate, right. I mean everyone
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was doing online with Amazon and Ali
Baba and things like that, but it's
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got accelerate because you couldn't go to
the stores they were closed. So if
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you see that in the business of
consumer role, same thing in the business
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to business environment, as large financial
institutions, large corporate companies, global enterprises
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were moving off of their own premise
systems into cloud based software. They were
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doing it in a quality, piecemeal
approach. Maybe take this one division or
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this application or this area, and
then all of a sudden in the past
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five months we've had acceleration. Like
look, we didn't have to past five
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years. So I see that this
acceleration that was happening over the past decade
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or so is not only is it
going to happen over the next five or
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ten years. I believe all those
areas will be accelerated and I think that
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transition will bring you know, a
lot more opportunities to cloud based companies.
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And talk about the shortage you're mentioning. It's even going to get worse,
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right. So you're supply and demand, which is already bad. If you're
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looking at the supply side not being
there and the demand being very high,
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demands only going to increase and accelerate. And then how do we get the
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supply? And that's why I think
books like selling the cloud at least help
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prepare a better supply base of of
good enterprise sales people to come into the
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market, because I think this market
is going to really continue to accelerate.
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And if you look at the stock
market per se, you know the cloud
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based companies, the technology companies,
that AAI and artificial intelligence or machine learning
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companies, data companies, security companies, all of those firms, of course
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zoom, which were on now,
or you know my old company, docus,
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that are many years they're experiencing just, you know, enormous growth and
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accelerated growth because of the new normal
or next normal that we're seeing. so
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I anticipate the next five to ten
years to be just that dramatically more productive
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for these cloud based companies. Anyone
around big data, data integrity, data
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security, artificial intelligence, Chen learning, any any ability to take legacy applications
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that have traditionally worked in an on
premise environment or they were kind of hosted
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in the cloud. But there I
call him the fake cloud. Those will
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be either disrupted by rapidly or new
cloud offerings will come in and take over.
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So I just see this as a
early stages of a much more rapid
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acceleration into enterprise cloud software. So
it's a great time to be in our
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business, for sure. Yeah,
and I agree with you. I agree
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with you. Let's have good things
opening, so on, Hatton. Maybe
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00:23:23.619 --> 00:23:27.809
we should develop about that. That's
the idea of showing university fil sense people.
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Yeah, I like that idea.
I'd love to go back to college.
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00:23:33.609 --> 00:23:36.690
So as things for that board and
it was a recent great to chat
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00:23:36.809 --> 00:23:41.170
with you today. Now, if
anyone to followins wants to get old of
330
00:23:41.289 --> 00:23:45.279
the book, if they want to
pusue the conversation with you, get in
331
00:23:45.359 --> 00:23:52.599
touch with you. What's the best
way to get into treat you? Yeah,
332
00:23:52.720 --> 00:24:00.269
so I'm at Paul at Stripescom CEO, notcom just cee and be happy
333
00:24:00.390 --> 00:24:04.150
to, you know, reach out
and assist any of your listeners in any
334
00:24:04.190 --> 00:24:10.019
way and you know, on Amazon
selling the cloud, it's one of the
335
00:24:10.099 --> 00:24:14.619
top sellers and I just would invite
all of your listeners to go check it
336
00:24:14.740 --> 00:24:17.779
out. You know, downloaded to
the kindle. You know, we ship
337
00:24:17.859 --> 00:24:22.420
putting all over the world now and
soon we'll have the audible verb for,
338
00:24:22.660 --> 00:24:26.809
you know, the runners and the
folks that like the drive around Kay here.
339
00:24:27.690 --> 00:24:30.009
People who do want to do want
to read that do we can,
340
00:24:30.130 --> 00:24:33.369
because I just, you know,
eating too many emails during the week and
341
00:24:33.450 --> 00:24:37.680
too much, too much content.
That that makes it fun. I'd love
342
00:24:37.720 --> 00:24:41.920
to get the deboard Russian define and
another another goose for it's so as soon
343
00:24:41.960 --> 00:24:45.119
as it's available, I will make
sure you're the first to get there.
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00:24:45.200 --> 00:24:48.079
You Go. I'm looking forward to
ex look, it was great to have
345
00:24:48.119 --> 00:24:51.680
you under sure today, so thank
you so much for coming board. It's
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00:24:51.680 --> 00:24:53.549
much appreciated. Thank you, arling. was great to meet you. Thank
347
00:24:53.549 --> 00:25:00.750
you so much. operatics has redefined
the meaning of revenue generation for technology companies
348
00:25:00.950 --> 00:25:07.900
worldwide. While the traditional concepts of
building and managing inside sales teams inhouse has
349
00:25:07.940 --> 00:25:11.579
existed for many years, companies are
struggling with a lack of focus, agility
350
00:25:11.779 --> 00:25:18.380
and scale required in today's fast and
complex world of enterprise technology sales. See
351
00:25:18.420 --> 00:25:26.210
How operatics can help your company accelerate
pipeline at operatics dotnet. You've been listening
352
00:25:26.250 --> 00:25:30.450
to be tob revenue acceleration. To
ensure that you never miss an episode,
353
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354
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