1305: The Numbers You Have to Know (to Prove Marketing's Impact) w/ Garrett Mehrguth

WEBVTT 1 00:00:05.679 --> 00:00:08.830 Welcome back to be to be growth. I'm Logan Lyles with feet fish media. 2 00:00:08.869 --> 00:00:12.509 I'm joined today by Garrett Mayor, goot, he's president and CEO over 3 00:00:12.669 --> 00:00:16.390 at Directive. He's a repeat guest here on the podcast. Garrett, welcome 4 00:00:16.390 --> 00:00:19.030 back to the show. How's it going today? Man, thanks for Gually 5 00:00:19.070 --> 00:00:22.179 Logan. Excited to be or so looking forward to chatting with you. Absolutely 6 00:00:22.219 --> 00:00:26.339 man. We're going to be talking about stages that you guys recommend as you 7 00:00:26.579 --> 00:00:32.179 look at your financial planning for for search marketing, but really evaluating all channels 8 00:00:32.219 --> 00:00:35.500 that you're going to be you're going to be planning for, executing in and 9 00:00:35.539 --> 00:00:39.609 then measuring results in. To Tea up the conversation for folks who aren't familiar 10 00:00:39.649 --> 00:00:43.049 with you in the team over at directive, give a little bit of contacts 11 00:00:43.329 --> 00:00:47.130 where you kind of coming at this from. Yeah, so you know that 12 00:00:47.210 --> 00:00:51.679 directive we work mostly with mid market and enterprise companies. We have a very 13 00:00:51.719 --> 00:00:58.359 high touch consulting as those execution service primarily for software companies, but we also 14 00:00:58.359 --> 00:01:03.200 have a lot of other large organizations that are in random industries where we're really, 15 00:01:03.759 --> 00:01:07.349 I think, uniquely structured to service their needs. We don't have a 16 00:01:07.430 --> 00:01:11.109 ton of accounts per person and very high touch model. We're able to solve 17 00:01:11.189 --> 00:01:15.469 complex problems usually the unique perspective, and you know we have a deep expertise 18 00:01:15.549 --> 00:01:22.859 and conversion optimization Seo and DBC absolutely full disclosure. Directive has been a sponsor 19 00:01:22.939 --> 00:01:26.700 of this show over the years. You've probably heard some great customer growth. 20 00:01:26.739 --> 00:01:30.140 Story is in the results that you guys have driven. So if you're hearing 21 00:01:30.219 --> 00:01:33.849 that name directive and you're saying, and this kind of sounds familiar, that's 22 00:01:33.890 --> 00:01:37.489 definitely the connection there. So, Garrett, as you and I were talking 23 00:01:37.530 --> 00:01:42.090 a little bit offline, you were mentioning any planning for marketing efforts really have 24 00:01:42.489 --> 00:01:49.519 has to start with a a broad look at capital allocation and some people often 25 00:01:49.560 --> 00:01:53.480 take a narrower view of that. Then then they really need to and they 26 00:01:53.519 --> 00:01:57.439 need to broaden that out. Can you kind of unpack that force a little 27 00:01:57.439 --> 00:02:01.510 bit as we get into the stages that you recommend folks do in both the 28 00:02:01.629 --> 00:02:07.310 planning and then the execution across different channels? Yeah, I think it's important 29 00:02:07.349 --> 00:02:10.110 that we'd like to all be data backed as markers and we really like to 30 00:02:10.629 --> 00:02:14.789 feel that way about ourselves and about our strategies and about our campaigns. But 31 00:02:14.870 --> 00:02:19.180 the reality is most of us have imperfect data and we haven't pushed hard enough 32 00:02:19.300 --> 00:02:25.979 to correlate marketing, sales and finance together, and so we end up making 33 00:02:27.099 --> 00:02:30.250 decisions that are too much from our gut and not left from our data. 34 00:02:30.490 --> 00:02:32.050 And so you know, one of the things I've been really focused on going 35 00:02:32.210 --> 00:02:38.930 to q three in q four is doing an essentially financial analysis on every single 36 00:02:38.050 --> 00:02:43.370 solitary channel. What's my clothes rate by channel? What's my cost for empto? 37 00:02:43.490 --> 00:02:46.520 My cost for S Q's my cost for deal? What's my LTV from 38 00:02:46.560 --> 00:02:51.360 a channel? It's my gross margin from a channel. And taking financial analysis, 39 00:02:51.400 --> 00:02:55.319 Sales Data and marketing data and putting into one l TV cap model and 40 00:02:55.639 --> 00:03:00.229 that has been incredibly powerful to say where should we spend our money? But 41 00:03:00.349 --> 00:03:06.870 even more so, money expands into budget. So ad spend software, resources 42 00:03:06.909 --> 00:03:09.310 and employees and I think the most important thing, which is time. And 43 00:03:09.430 --> 00:03:13.699 so once you really understand those things, that's when I think that focus can 44 00:03:13.740 --> 00:03:16.180 drive creative strategy and they can drive growth. And so yeah, I just 45 00:03:16.259 --> 00:03:19.099 don't think, frankly, most of us do it. I know I had 46 00:03:19.139 --> 00:03:21.620 it. I was thought the very data backed. But there's a whole other 47 00:03:21.699 --> 00:03:25.460 level of my opinion, when you get to LTV KAC analysis by channel to 48 00:03:25.620 --> 00:03:30.370 really drive growth in your organization. Yeah, absolutely. So step back a 49 00:03:30.610 --> 00:03:35.250 second there, because you were saying some really good things about what you were 50 00:03:35.330 --> 00:03:38.090 looking at. Tell us a little bit about like what did your analysis look 51 00:03:38.169 --> 00:03:42.360 like before? Where did it kind of stop and what were those elements that 52 00:03:42.680 --> 00:03:46.000 you added on as you look? Was it just breaking it down by channel 53 00:03:46.039 --> 00:03:52.560 as opposed to kind of looking looking at all channels lump together? was that 54 00:03:52.680 --> 00:03:55.349 the biggest switch, or was it breaking it up by channel and then also 55 00:03:55.430 --> 00:04:00.509 getting more granular at the four five things that you were looking at in each 56 00:04:00.550 --> 00:04:03.229 channel? Yeah, so I think like the way the natural progression for most 57 00:04:03.310 --> 00:04:10.099 markers goes is at first we have like Google analytics data and we can kind 58 00:04:10.099 --> 00:04:13.659 of see you at our cost per acquisition is maybe in Google ads for a 59 00:04:13.740 --> 00:04:16.899 campaign and add group. We can see how many conversions we're getting through channels, 60 00:04:17.379 --> 00:04:20.540 referrals doing well, directs doing while we're getting right this kind of stuff 61 00:04:20.660 --> 00:04:24.810 one and step two is, okay, let's get a hubs bother or part 62 00:04:24.850 --> 00:04:29.569 of our Marquetto and then we can really see where our channels are coming from 63 00:04:29.569 --> 00:04:32.129 and what happens with people. And then this is where things start to really 64 00:04:32.129 --> 00:04:35.769 break for ninety nine point nine percent of the marketers. Then they all know 65 00:04:36.009 --> 00:04:40.720 that they want to do a bidirectional sink with sales force. So they wanted 66 00:04:40.759 --> 00:04:43.639 to see which channels are closing the best, and it goes the sales force 67 00:04:44.040 --> 00:04:47.920 and at that point I found with consulting with hundreds and hundreds of the large 68 00:04:47.959 --> 00:04:54.910 organizations cross the board, we start having problems right there. So the next 69 00:04:54.949 --> 00:04:58.350 analysis is like what's our cost per deal, in other words, what is 70 00:04:58.430 --> 00:05:02.389 driving revenue? And then, like within googlides school, googlides driving revenable. 71 00:05:02.470 --> 00:05:06.500 Key Word is driving revenue. Can I get the keyword data into sales force 72 00:05:06.540 --> 00:05:12.620 so that it becomes like this great gap? And then the final step up 73 00:05:12.620 --> 00:05:15.620 all of this is can I get the financials? So can I get the 74 00:05:15.740 --> 00:05:20.689 gross margin from the product I sold? Take that pulster retention in the average 75 00:05:20.730 --> 00:05:26.529 order value, create a lifetime value, then look at the total customer requisition 76 00:05:26.689 --> 00:05:30.410 cost and then see what channels, frankly, not only closing deals the best, 77 00:05:30.410 --> 00:05:33.970 but retaining deals the best, is most profitable and then allocate my capital. 78 00:05:34.290 --> 00:05:36.439 So let's kind of like the natural progression. If we can do that 79 00:05:36.560 --> 00:05:41.000 whole progression, you are now the one percent, in my opinion, of 80 00:05:41.079 --> 00:05:45.639 marketers in the world who can do the right types of allocation of people, 81 00:05:46.199 --> 00:05:50.750 budget, time, etc. Yeah, absolutely, because then you're getting the 82 00:05:51.069 --> 00:05:56.589 entire picture, not just okay, this is doing well, and for folks 83 00:05:56.629 --> 00:06:00.670 just listening this, I'm putting air quotes around. Well, so you mentioned 84 00:06:00.709 --> 00:06:04.180 ninety nine point nine percent of marketers that you guys talk to they hit that 85 00:06:04.379 --> 00:06:10.220 gap of not being able to get that full picture between the channels that they're 86 00:06:10.259 --> 00:06:15.899 driving and responsible for marketing, the revenue and then the status of the deals, 87 00:06:15.220 --> 00:06:19.129 what's closing and then the financial record. So, as you mentioned earlier, 88 00:06:19.129 --> 00:06:23.730 it's about that overlap between marketing, sales and finance. What's the biggest 89 00:06:23.810 --> 00:06:27.689 driver of that gap? Why is there that chasm? Their water marketers facing 90 00:06:28.009 --> 00:06:30.529 where they where? They hit the end, the edge of that gap, 91 00:06:30.610 --> 00:06:33.120 and there's no bridge there for them to walk across? I mean there's a 92 00:06:33.160 --> 00:06:36.399 billion reasons and they're not all marketings fault at all. You know, a 93 00:06:36.480 --> 00:06:41.720 lot of times are now in a marketing or finance it's above marketing on reporting 94 00:06:41.720 --> 00:06:46.920 to the executive of the board. CFO last longer traditionally in organization, and 95 00:06:46.079 --> 00:06:49.069 a Cmo Dost, you know, cmi nds up being the scapegoat. And 96 00:06:49.269 --> 00:06:53.949 a lot of times the CMO doesn't get all the information or chooses not to 97 00:06:54.029 --> 00:06:59.029 ask, both our, you know, viable reasons, and but even more 98 00:06:59.110 --> 00:07:01.660 so, the SEO person doesn't choose to ask. They don't see it as 99 00:07:01.699 --> 00:07:06.379 their job. So everybody essentially gets pushed down to focus on their focus. 100 00:07:08.379 --> 00:07:11.740 And so the culture from the top is that, I know, you just 101 00:07:11.860 --> 00:07:15.730 focus organic, you focus on traffic. Will tell you if it's working or 102 00:07:15.769 --> 00:07:17.490 not. Keep your head down, keep doing what you're doing. And then 103 00:07:17.490 --> 00:07:23.810 there's the PBC team and they're toll. Will just get a lower cost proposition 104 00:07:23.850 --> 00:07:27.170 or get us more leads for the same amount of money, AKA lower cost 105 00:07:27.250 --> 00:07:32.199 preposition. But in ninety nine percent organizations lower cost proposition doesn't equal more valuable 106 00:07:32.680 --> 00:07:36.319 campaign. In other words, some of your most expensive key words resulting your 107 00:07:36.360 --> 00:07:42.759 most valuable leads which have much likelierhood of closing and close at a much higher 108 00:07:42.800 --> 00:07:46.069 price point. And so there isn't it's not like in B tob if you 109 00:07:46.149 --> 00:07:49.189 lower your CPA, you drive more or a lie is it's not one, 110 00:07:49.310 --> 00:07:53.629 the one like that, and so everybody gets focused down to focus on what 111 00:07:53.709 --> 00:07:59.139 their explicit areas and then they operate with imperfect information, creating misalignment from the 112 00:07:59.180 --> 00:08:01.899 bottom, the people pushing the buttons, with the person who's owning the strategy 113 00:08:03.019 --> 00:08:07.339 is the top, and that misalignment causes this whole kind of thing. And 114 00:08:07.620 --> 00:08:11.779 I love what you said there. I think you just unpacked a very common 115 00:08:11.019 --> 00:08:15.410 misconception. Even if the folks listening to this or like yeah, that makes 116 00:08:15.410 --> 00:08:18.730 sense, I've kind of thought that before, but I'm not operating with that 117 00:08:18.970 --> 00:08:22.449 in mind, where I know that our team isn't operating with that in mind. 118 00:08:22.490 --> 00:08:24.970 So if there is a marketing leader listening to this, Garrett, and 119 00:08:24.970 --> 00:08:28.800 they're like yes, I realize what you're saying here and I want to get 120 00:08:28.839 --> 00:08:33.279 to this, I want to have more visibility by channel and I also want 121 00:08:33.279 --> 00:08:39.440 to have more visibility further through through the life cycle of that deal, all 122 00:08:39.480 --> 00:08:43.710 the way to profitability beyond closed one those sorts of things. What are some 123 00:08:43.830 --> 00:08:48.269 of the first steps that you're recommending to the clients that you're consulting with? 124 00:08:48.230 --> 00:08:52.549 Is it realizing asking that first question. Hey, I'm not asking the question. 125 00:08:52.629 --> 00:08:56.980 Or Finance isn't giving it to me, or sales as and allowing me 126 00:08:56.059 --> 00:09:01.500 to integrate with sales force. What are kind of the first steps to break 127 00:09:01.580 --> 00:09:05.779 this down into manageable next steps for them? Yeah, so I think the 128 00:09:05.899 --> 00:09:09.740 most important thing of all this is that our technology platforms that we need to 129 00:09:09.779 --> 00:09:13.570 get the data out of can be managed by the people who need the data. 130 00:09:13.730 --> 00:09:16.330 So let me explain. Pindn't that ends? You know, I used 131 00:09:16.330 --> 00:09:20.090 to do really involved like sequel databases with bidirectional stinks and all that data. 132 00:09:20.129 --> 00:09:24.039 We live in a platform called license. The problem scense those you need it 133 00:09:24.080 --> 00:09:30.360 a developer to write the sequel and all the integrations need to be maintained and 134 00:09:31.399 --> 00:09:35.879 a SEO consultant, our PPC consultant, couldn't maintain the database and so when 135 00:09:35.960 --> 00:09:37.750 things break, when they need it themselves, they can't get the data out 136 00:09:37.789 --> 00:09:41.870 of it. So we move the data studio. Once you get into data 137 00:09:41.909 --> 00:09:46.389 studio, Everything's native, prebuilt and consultants can do all the analysis themselves and 138 00:09:46.429 --> 00:09:50.950 don't need to rely on someone else. Really important. Well, that concept 139 00:09:50.029 --> 00:09:54.620 translates to everything. In other words, if you're using Marquetto as your marketing 140 00:09:54.659 --> 00:09:58.460 ops platform, but your se if no person can't figure it out out could 141 00:09:58.620 --> 00:10:00.860 so darn complicated, by the way, which it is. I used to 142 00:10:00.860 --> 00:10:03.340 be a market of customer and then you put the PPC person in there and 143 00:10:03.379 --> 00:10:07.049 they can't use it, and now you have underfunded marketing ops department because, 144 00:10:07.129 --> 00:10:11.929 frankly, a complementary, supplemental role. It's the gap between marketing and cells 145 00:10:11.929 --> 00:10:15.450 development, and so it's underfunded. But then no one who's in marketing or 146 00:10:15.529 --> 00:10:20.129 cells development can use it. So there's a usable connector of two different organizations 147 00:10:20.409 --> 00:10:24.720 that has all the data. That breaks your actual infrastructure. So you need 148 00:10:24.759 --> 00:10:28.000 to move to something like a hub spot where the SEO person, of the 149 00:10:28.039 --> 00:10:31.120 PPC person can get the data, manipulate the data understand it with the same 150 00:10:31.159 --> 00:10:37.190 technical competency as the marketing ops person. The point here's you have to democratize 151 00:10:37.350 --> 00:10:43.470 information so that the analysis can be occurring at every stage, not at the 152 00:10:43.509 --> 00:10:46.710 top and not, and then forgot about that, the bottom, since the 153 00:10:46.750 --> 00:10:50.580 bottom, like marketing, needs to essentially put from the bottom up. And 154 00:10:50.779 --> 00:10:54.179 so definitely the crux of this is, like the data does exist in all 155 00:10:54.220 --> 00:10:58.139 these organizations. The ability to get it out yourself. Doesn't? We have 156 00:10:58.179 --> 00:11:01.899 a data team who does that? We have one marketing ops pursuit as that, 157 00:11:01.100 --> 00:11:05.730 but that marketing ops person is now serving ten different masters, all who 158 00:11:05.730 --> 00:11:07.970 have ten different things and none of those masters can get the data themselves. 159 00:11:09.649 --> 00:11:16.370 It's just creates this giant reality of frustration where organizations of value the complex functionality 160 00:11:16.490 --> 00:11:22.000 of a marketing OPS system like Marquetto instead of the USABILITY and it ends up 161 00:11:22.000 --> 00:11:26.000 being something that they have to overfund and then they undervalue. So it sounds 162 00:11:26.039 --> 00:11:30.960 like there's a technology problem. There's also a culture in an organizational problem. 163 00:11:31.039 --> 00:11:35.909 Like you said, the marketing ops person serving ten masters. Have you seen 164 00:11:35.990 --> 00:11:39.669 some customers not only, you know, make a change in either the technology 165 00:11:39.710 --> 00:11:45.509 they're using how they're using it, but also the reporting structure, the way 166 00:11:45.549 --> 00:11:50.700 these different functions work together? Where have they started to break down some of 167 00:11:50.740 --> 00:11:54.379 the barriers that have that have been the challenge there? If they realize we 168 00:11:54.460 --> 00:12:00.419 do have that kind of structural organizational problem that you're describing, Garrett, what 169 00:12:00.580 --> 00:12:03.289 are they able to do next there or first through now? So I need 170 00:12:03.330 --> 00:12:07.889 to Ltvk analysis because see they are evaluating the marketing ops channels of value driver. 171 00:12:07.929 --> 00:12:11.009 They're only evaluating it primarily as a cost. So they can't fund it. 172 00:12:11.129 --> 00:12:16.039 More so they can't like some other words, they're underfunded and then under 173 00:12:16.120 --> 00:12:18.960 delivered. And because it's under deliver because it's underfunded, you can't get more 174 00:12:20.039 --> 00:12:22.440 funding. Yeah, it's a vicious cycle. Correct. And so what we 175 00:12:22.519 --> 00:12:26.639 need to be able to do is try to change everything we do in marketing 176 00:12:26.240 --> 00:12:31.269 from a cost to a value driver. And then that creates a Ligne. 177 00:12:31.350 --> 00:12:35.190 That was finance. That creates alignment with sales, that creates buying with the 178 00:12:35.230 --> 00:12:39.269 board and the executive team, that expands the light cycle and value of the 179 00:12:39.350 --> 00:12:45.019 marketing function in the organization and that creates now the positive cascading effect. Or 180 00:12:45.100 --> 00:12:48.419 we're getting more budget the board and finance fields, more cat confident in our 181 00:12:48.460 --> 00:12:52.860 allocation of budget and resources. It's more aligned with the bigger vision and now 182 00:12:52.940 --> 00:12:58.889 we're making momentum and that's what's so important. Yeah, absolutely. So walk 183 00:12:58.929 --> 00:13:03.529 us through, Garrett, as marketers are saying, yes, we need to 184 00:13:03.649 --> 00:13:07.450 get to this analysis. What are the the four or five data points that 185 00:13:07.570 --> 00:13:15.440 you're looking for per channel to get to this overall LTV TO CAC high level. 186 00:13:15.960 --> 00:13:20.480 Every marketer listening to this understands LTV to cact but hasn't broken it down 187 00:13:20.519 --> 00:13:26.240 across channels and then by channel this way. So what are those data points? 188 00:13:26.480 --> 00:13:28.389 Even if they just start with one or two channels and start to gain 189 00:13:28.509 --> 00:13:33.590 some momentum and in leadership starts to say man, this visibility, this is 190 00:13:33.669 --> 00:13:37.029 really good. Can we get more of this? Where should they start? 191 00:13:37.149 --> 00:13:39.750 Because it's kind of like they need a little win in order. They need 192 00:13:39.830 --> 00:13:43.620 to win that that battle in order to fight the war. Right. Yeah, 193 00:13:43.860 --> 00:13:48.820 not totally. So what I'm looking at is by channel. So I 194 00:13:48.860 --> 00:13:52.500 have my channels and columns and in my rows I'll walk through the rows. 195 00:13:52.620 --> 00:13:56.850 Right. So the top crows total cost and then there's three complementary roles. 196 00:13:56.889 --> 00:14:00.450 There's team cost, software cost and aspen tasks. You want to get a 197 00:14:00.490 --> 00:14:05.169 really nice understanding of each channel and then normalize it. You don't need to 198 00:14:05.250 --> 00:14:09.320 take in weighted cost necessarily, your shared costs like account executives or cells development. 199 00:14:09.440 --> 00:14:11.879 Just just look at it all uniquely, one to one. Right. 200 00:14:13.159 --> 00:14:16.559 And then for this for the channel analysis, because, holding all things constant, 201 00:14:16.600 --> 00:14:20.679 your shared cost should be equally shared across all your channel so we can 202 00:14:20.759 --> 00:14:24.029 ignorem model then we want to look at how many mqls are generating, in 203 00:14:24.149 --> 00:14:28.789 other words like leads that we can send the cells, development sqls, intro 204 00:14:28.909 --> 00:14:33.230 calls. People have expressed in ten opportunity these people. We've actually given a 205 00:14:33.269 --> 00:14:37.740 proposal to people, we've given a demo to deals. How much? How 206 00:14:37.820 --> 00:14:41.139 many deals do we close? And then how many rev how much revenue resulted 207 00:14:41.179 --> 00:14:43.899 from those deals? So I want to look at that. And then when 208 00:14:43.940 --> 00:14:46.740 I need to know is like, what's my average contract value? What's my 209 00:14:46.899 --> 00:14:52.500 clothes rate? What's My sql operator? What's my Mual Sqo? Right, 210 00:14:52.620 --> 00:14:56.289 right, because now, once I know all of my rates of transition in 211 00:14:56.330 --> 00:14:58.330 the funnel, I can create a forecast and say cool, as Lo, 212 00:14:58.370 --> 00:15:03.169 long as I get x amount of MQLS, I get hit the revenue target 213 00:15:03.450 --> 00:15:07.049 that we've set out as a growth team with sales. And then I want 214 00:15:07.049 --> 00:15:09.799 to know my LTV data. What's my monthly average or value? What's my 215 00:15:09.919 --> 00:15:13.519 gross margin? What's the lifespan of a customer? And that now creates my 216 00:15:13.559 --> 00:15:18.720 LTV number. So now I just take my toll customer position cost the LTV 217 00:15:18.879 --> 00:15:20.789 based on the deals required, and now I have a ratio. As long 218 00:15:20.789 --> 00:15:24.909 as I'm getting a ratio, I say, of greater than two, it's 219 00:15:24.950 --> 00:15:28.389 worth experimenting and and once it gets to a ratio of greater than three, 220 00:15:28.470 --> 00:15:31.350 it's worth scale. And so now you have a framework that says, cool, 221 00:15:31.710 --> 00:15:33.950 we're going to do experiments, we're going to try new channels. If 222 00:15:33.990 --> 00:15:37.700 we get to LTV V of cap of greater than two, we can start 223 00:15:37.779 --> 00:15:41.299 trying to optimize it. Once we get it too three, we can start 224 00:15:41.299 --> 00:15:45.100 scaling it. Keep Focus. Allowed your Bole team have a framework. Or 225 00:15:45.139 --> 00:15:48.700 what is a new idea require to get approved? So, as long as 226 00:15:48.700 --> 00:15:50.330 we can now do a lot more testing, we can now build a framework 227 00:15:50.370 --> 00:15:52.850 that allows for future growth. We know how to spend our money, we 228 00:15:52.970 --> 00:15:56.649 know how to valuate what we'll get approve what won't. Everything's aligned with a 229 00:15:56.809 --> 00:16:03.250 comp on target and we of a function now foundation as a team to make 230 00:16:03.250 --> 00:16:04.440 sure that were a line of finance for a line of sales and that we're 231 00:16:04.440 --> 00:16:10.200 driving value as a marketing work. Yeah, absolutely, a framework and predictable 232 00:16:10.320 --> 00:16:14.440 forecasting. Those are two things that bring a lot of a lot of clarity, 233 00:16:14.480 --> 00:16:18.320 a lot of feeling of stability and if there's anything we're all grasping for, 234 00:16:18.590 --> 00:16:22.909 this year. It's stability, whether you're in marketing, you're an executive, 235 00:16:22.990 --> 00:16:25.909 whatever the case is. Well, Garrett, this has been a great 236 00:16:25.950 --> 00:16:32.070 conversation. If listeners tuning in today take one thing out of this conversation, 237 00:16:32.509 --> 00:16:36.820 what do you want that to be? Yeah, I think I want them 238 00:16:36.860 --> 00:16:38.779 to know they can do it. I think so many of us have asked 239 00:16:38.820 --> 00:16:42.259 for a lot of this information, not gotten it or felt like a guarject. 240 00:16:42.259 --> 00:16:47.019 I want you to hopefully realize you can get it. We need to 241 00:16:47.100 --> 00:16:49.850 push for we shouldn't give up on it, and it's critical to proving your 242 00:16:49.889 --> 00:16:53.970 value and then, you know, increasing your salary, increasing your career, 243 00:16:55.450 --> 00:16:59.850 moving vertically. It's better. I mean this, this is truly important and 244 00:16:59.929 --> 00:17:03.639 it changes the way everyone the organization looks at a marketing when you can communicate 245 00:17:03.720 --> 00:17:06.279 like this. So I did encourage everyone to keep asking for that data and 246 00:17:06.359 --> 00:17:08.200 just get after and try to get it. Yep, absolutely, put your 247 00:17:08.240 --> 00:17:12.680 sales head on and go sell internally and tell them you know why you need 248 00:17:12.759 --> 00:17:15.549 it. I love that. Well, Garrett, if anybody listening to this 249 00:17:15.750 --> 00:17:18.829 has become a fast fan of yours, like we are over here at sweet 250 00:17:18.869 --> 00:17:22.990 fish, what's the best way for them to get in touch, reach out 251 00:17:23.029 --> 00:17:26.109 to you or stay connected with you in the directive team. Yeah, if 252 00:17:26.150 --> 00:17:30.220 anyone's listening and they want you know, the end of the day, this 253 00:17:30.660 --> 00:17:36.380 right here's not what we as a whole organization intrinsically offer. We offer SEO 254 00:17:36.460 --> 00:17:38.779 and PPC. But I want everyone listening and know the framework from which we'd 255 00:17:38.859 --> 00:17:42.420 base our recommendations. I think that's so important. Is that what we make 256 00:17:42.500 --> 00:17:47.210 a recommendation? Stop because there's this new hot tactic or we tried this new 257 00:17:47.289 --> 00:17:49.529 idea, but it's because we have a framework or what how your business actually 258 00:17:49.769 --> 00:17:53.009 makes its money and what it's going to be most successful with. So if 259 00:17:53.009 --> 00:17:57.410 you're really interested in, frankly, a different type of Seo and PPC that's 260 00:17:57.410 --> 00:18:03.319 about true business value that really does aligned with executives and drives true material change 261 00:18:03.319 --> 00:18:06.960 your organization, we'll love to chat with you. See, I feel I'm 262 00:18:06.960 --> 00:18:10.640 always on twitter at Marygo on Linkedin. But also, you know, sales, 263 00:18:10.680 --> 00:18:14.430 that directive, consultingcom and we also have a training course toting ninety nine 264 00:18:14.430 --> 00:18:15.710 dollars a month if you just want to learn how to do this. You're 265 00:18:15.710 --> 00:18:18.349 like, look, I don't have necessarily the biggest budget. I don't. 266 00:18:18.470 --> 00:18:21.869 I love what you're saying, though. Go Learning Yourself. It's about the 267 00:18:21.990 --> 00:18:26.180 directive, Institute, Directive, consultingcom Forward Slash Institute. There's a free trial, 268 00:18:26.339 --> 00:18:29.579 so check it out. And so ninety nine dollars a month. And 269 00:18:29.700 --> 00:18:33.059 we talked about how to do almost all these things with the spreadsheets and templates 270 00:18:33.099 --> 00:18:36.259 to fall. Pretty cool. I love it. Thank you for sharing that, 271 00:18:36.380 --> 00:18:40.339 Garret, and thank you again for being a guest on the show yet 272 00:18:40.380 --> 00:18:44.369 again and bringing the fire. I'm taking notes fast and furious and I'm sure 273 00:18:44.529 --> 00:18:47.970 that the folks are going to get a ton of value in the framework that 274 00:18:48.049 --> 00:18:51.289 you shared today. Really appreciate you joining me on the show. All right, 275 00:18:51.329 --> 00:18:57.960 thanks so good. I up. Hey, everybody, Logan with sweetfish 276 00:18:59.079 --> 00:19:02.640 here. If you're a regular listener of BB growth, you know that I'm 277 00:19:02.640 --> 00:19:04.599 one of the cohosts of the show, but you may not know that I 278 00:19:04.759 --> 00:19:08.119 also head up the sales team here at sweetfish. So, for those of 279 00:19:08.160 --> 00:19:11.589 you in sales or sales ops, I wanted to take a second to share 280 00:19:11.630 --> 00:19:17.390 something that's made us insanely more efficient lately. Our team has been using lead 281 00:19:17.430 --> 00:19:19.910 Iq for the past few months and what used to take us four hours. 282 00:19:19.990 --> 00:19:26.220 Gathering contact data now takes us only one or seventy five percent more efficient. 283 00:19:26.460 --> 00:19:30.700 We're able to move faster without bound prospecting and organizing our campaigns is so much 284 00:19:30.779 --> 00:19:34.980 easier than before. I'd highly suggest you guys check out lead Iq as well. 285 00:19:36.339 --> 00:19:41.730 You can check them out at lead iqcom. That's Elle a d iqcom 286 00:19:45.490 --> 00:19:48.210 is the decisionmaker for your product or service. A BB marketer, are you 287 00:19:48.329 --> 00:19:53.720 looking to reach those buyers through the medium of podcasting? Considered becoming a cohost 288 00:19:55.039 --> 00:19:59.559 of BB growth? This show is consistently ranked as a top one hundred podcast 289 00:19:59.599 --> 00:20:03.200 in the marketing category of Apple Podcasts, and the show gets more than a 290 00:20:03.279 --> 00:20:07.430 hundred and thirtyzero downloads each month. We've already done the work of building the 291 00:20:07.509 --> 00:20:12.309 audience, so you can focus on delivering incredible content to our listeners. If 292 00:20:12.349 --> 00:20:15.670 you're interested, email logan at sweetfish Mediacom.