1339: The Real Key to Sales & Marketing Alignment w/ Brian Giese

WEBVTT 1 00:00:05.719 --> 00:00:08.949 Welcome back to be tob growth. I'm Logan lyles with sweet fish media. 2 00:00:09.230 --> 00:00:13.269 I'm joined today by Brian Guis. He's the CEO over at true influence. 3 00:00:13.390 --> 00:00:15.910 Brian, welcome to the show. How are you today, sir? I'm 4 00:00:15.949 --> 00:00:19.829 doing great, Logan. Thanks for having me. Absolutely Brian. We're going 5 00:00:19.829 --> 00:00:23.739 to be talking about seals and marketing alignments that we've touched on a number of 6 00:00:23.899 --> 00:00:28.379 times on this show, but there is a key component to that that I 7 00:00:28.500 --> 00:00:31.899 think you nailed really well in a video that I've seen from you and we're 8 00:00:31.899 --> 00:00:33.939 going to we're going to get to that. But for a little bit of 9 00:00:33.979 --> 00:00:37.369 context for listeners, could you tell us a little bit about your background and 10 00:00:37.609 --> 00:00:40.850 what you and the team at true influencer up to these days? Right, 11 00:00:41.049 --> 00:00:44.450 so, so true. Up. Let's help sales and marketing find their next 12 00:00:44.530 --> 00:00:49.369 customer, and we do that in a variety of ways, but but completely 13 00:00:49.530 --> 00:00:56.520 through data. So we are in intent data marketing company that executes campaigns from 14 00:00:56.560 --> 00:01:00.280 marketing and sales. We've been in business for twelve years. The company is 15 00:01:00.280 --> 00:01:03.310 hundreds of employees. Were dozens of billions of revenue. I'm proud to say 16 00:01:03.390 --> 00:01:08.829 we've been profitable for seven years now and we're doing great. We've got a 17 00:01:08.870 --> 00:01:12.230 lot of story to tell and happy to talk about sales and marketing alignment if 18 00:01:12.230 --> 00:01:15.989 that's where you want to go. Yeah, absolutely, I think it is, 19 00:01:17.269 --> 00:01:19.819 you know, a common thing and a lot of a lot of folks 20 00:01:19.819 --> 00:01:23.700 have heard a lot on sales and marketing alignment, but this quote that I 21 00:01:23.019 --> 00:01:27.019 I had from you I thought was really interesting. As we dig into some 22 00:01:27.099 --> 00:01:33.650 of the underlying issues beyond organizationally and the setup of the infrastructure and do you 23 00:01:33.730 --> 00:01:37.170 have everybody report to a crow? There's all these sorts of changes happening. 24 00:01:37.489 --> 00:01:42.969 On a fundamental level, there's this divide between sales and marketing and oftentimes it 25 00:01:42.129 --> 00:01:47.090 comes down to this. The way that you put it is sales often sees 26 00:01:47.200 --> 00:01:53.439 marketing as irrelevant and marketing sees sales as arrogant. Can you unpacked, rat 27 00:01:53.560 --> 00:01:57.920 what brought you to kind of define the relationship in that way when you look 28 00:01:57.920 --> 00:02:02.310 at sales and marketing alignment? Yeah, I think marketing is very, very 29 00:02:02.430 --> 00:02:07.349 hard to track as being relevant in a bunch of ways and I think in 30 00:02:07.550 --> 00:02:15.189 recent years, because we're operationally focused as marketing and data driven as marketing. 31 00:02:15.629 --> 00:02:20.379 Now we're managed by numbers as marketing, where sales is always been about numbers, 32 00:02:20.939 --> 00:02:23.819 right. Sales is always been managed by the number. So they're meeting 33 00:02:23.979 --> 00:02:28.659 in numbers sort of place, which is which is very, really good, 34 00:02:28.780 --> 00:02:30.729 and and they do it in a lot of different ways. I mean, 35 00:02:30.810 --> 00:02:35.569 you know, remember ten years ago, right, there wasn't this marketing all 36 00:02:35.610 --> 00:02:39.770 the nation thing that was that allows us to measure successful marketing campaigns. So 37 00:02:39.930 --> 00:02:45.840 with that I think marketing started to evolve into something more relevant for sales, 38 00:02:46.080 --> 00:02:50.400 right. And you know, we've seen a in our own company ourselves, 39 00:02:50.479 --> 00:02:53.719 and we have dozens of salespeople. We have a pretty large marketing department. 40 00:02:53.439 --> 00:02:59.789 One thing that's happening within our company is that we're we're using social media pretty 41 00:02:59.789 --> 00:03:04.229 effectively and I think, I think you can measure social media very well. 42 00:03:04.669 --> 00:03:08.710 You can. You can create a brand awareness that's very powerful in social media. 43 00:03:08.750 --> 00:03:12.349 It does take a little bit of time, but if you're steady at 44 00:03:12.349 --> 00:03:15.539 it, you do a great job, especially with Linkedad, for example, 45 00:03:15.699 --> 00:03:20.460 in our bb world, that's where we live, it could be very powerful 46 00:03:20.539 --> 00:03:23.659 and it can drive leads to sales, you know, and it can create 47 00:03:23.699 --> 00:03:29.849 awareness. The other thing is, I think, focusing on for companies to 48 00:03:29.969 --> 00:03:34.969 focus rather than selling. But the focus on educating is a very powerful technique, 49 00:03:35.009 --> 00:03:38.129 right, and I think I think sophisticated sales people already understand that. 50 00:03:38.569 --> 00:03:43.719 I think marketers are starting to really, really get that. Our Marketing Environment, 51 00:03:43.840 --> 00:03:46.199 for example, is focused on that. They very rarely you're selling anything. 52 00:03:46.599 --> 00:03:52.919 They're creating a brand awareness and they're creating an interest in topics, right, 53 00:03:53.319 --> 00:03:58.509 and that's our database works. We show interest in topics over time. 54 00:03:58.830 --> 00:04:03.789 We can tell you what companies are interested in as they're researching the topic and 55 00:04:04.110 --> 00:04:09.550 that that ability to be able to get to people that are searching the Internet 56 00:04:09.590 --> 00:04:14.099 and have they are interested in the topic of the it's a cloud computing is 57 00:04:14.180 --> 00:04:18.740 a is can be very powerful for the salespeople at a ws or the salespeople 58 00:04:18.899 --> 00:04:23.860 they are selling Microsoft, as you're you know, for example. They're very 59 00:04:23.980 --> 00:04:30.490 interested in catching them while they're in action and through digital processes, you can 60 00:04:30.529 --> 00:04:33.850 do that now. You can see the companies that are interested by their interest 61 00:04:34.089 --> 00:04:39.000 topics and then you can see the people within those companies. So that's called 62 00:04:39.040 --> 00:04:43.720 an identity graph logan where you can see who the people are that are that 63 00:04:43.839 --> 00:04:47.199 are searching the Internet and where they are, where they're located, specifically, 64 00:04:47.279 --> 00:04:50.959 what building they're in, New York City, whatever. And and now you 65 00:04:51.040 --> 00:04:56.110 can thoughtfully market to them. So rather than, you know, your wife 66 00:04:56.149 --> 00:05:00.670 getting an email about Viagra, which is really not the right way to market, 67 00:05:00.750 --> 00:05:03.509 which used to happen a lot, we have the ability now to market 68 00:05:03.550 --> 00:05:08.420 the right message to the right person the right time. That's sort of thoughtful 69 00:05:08.500 --> 00:05:13.420 marketing while they're in market is very, very powerful. That's called intent data 70 00:05:13.779 --> 00:05:16.899 and that's that's what we focus on and that that a few years ago just 71 00:05:17.180 --> 00:05:23.009 wasn't available. This kind of technology wasn't available. Now it really creates a 72 00:05:23.089 --> 00:05:27.490 marketing I call it marketing. Your Bada Right, it's so it informs marketing 73 00:05:27.649 --> 00:05:32.050 what to do and how to engage. It informs sales when to engage right 74 00:05:32.529 --> 00:05:38.399 and so it creates an alignment. But between these two organizations it's really it 75 00:05:38.560 --> 00:05:42.680 really tells you when to push on the gas and when to pull back and 76 00:05:42.839 --> 00:05:45.800 say hold on, you know, now it's not a nurture them with a 77 00:05:45.839 --> 00:05:47.600 mean though, or now it's not to call it Guy Right. Yeah, 78 00:05:47.720 --> 00:05:51.389 that that right person, right message, right time is always kind of been, 79 00:05:51.829 --> 00:05:57.389 you know, just the ideal triangulation for marketing. You know, in 80 00:05:57.750 --> 00:06:01.029 that quote we opened up the conversation with Brian, you talked about sales seeing 81 00:06:01.110 --> 00:06:06.060 marketing as irrelevant. Now you know with some of these things leveraging intent data, 82 00:06:06.579 --> 00:06:12.579 looking at account based marketing and aligning with sales on who's always been account 83 00:06:12.660 --> 00:06:15.860 based. That has kind of addressed that. Do you think there are some 84 00:06:15.060 --> 00:06:20.170 shifts happening, either culturally within organizations or bigger shifts, like the way that 85 00:06:20.290 --> 00:06:25.529 sales and marketing work together or their text act, where the the other side 86 00:06:25.569 --> 00:06:29.769 of that is being addressed? Marketing viewing sales as arrogant? Do you think 87 00:06:29.889 --> 00:06:32.399 that stemmed from? You know, it's sales feeling like hey, well, 88 00:06:32.600 --> 00:06:36.040 we really deserve the credit because the close is what matters, not this set 89 00:06:36.079 --> 00:06:40.399 up right. I mean there is that sort of part of a change right 90 00:06:41.319 --> 00:06:43.800 here that all the time, you know, I got this deal and marketing 91 00:06:43.879 --> 00:06:46.350 says well, you know, we nurtured that deal to make it good for 92 00:06:46.470 --> 00:06:53.230 you and you closed it and I think there's a different respect that happens when 93 00:06:53.310 --> 00:06:59.629 you understand the buyers journey right. Seriously, stations bars, your talks about 94 00:06:59.670 --> 00:07:03.180 this whole lot. We are very big partners with those guys and figuring out 95 00:07:03.500 --> 00:07:08.060 who the buying groups are, right, because we're selling to groups of people 96 00:07:08.579 --> 00:07:13.540 and we're nurturing them can constantly and being to be it's very rarely one person 97 00:07:13.620 --> 00:07:16.610 that makes a decision. It's typically a group of people that make a collected 98 00:07:16.730 --> 00:07:21.170 decision to move forward, and those people are researching information. So marketings job 99 00:07:21.490 --> 00:07:26.889 is to engage them in market at the moment when there is active interest, 100 00:07:27.290 --> 00:07:30.879 and sales can appreciate that. Right. Good salt sellers can see that happen 101 00:07:31.000 --> 00:07:34.000 in our software. You can see it, you can see where they are 102 00:07:34.240 --> 00:07:40.399 in the journey and and you can then notify the sales first through through what 103 00:07:40.519 --> 00:07:44.040 we call spike alerts to be able to say, look, now is the 104 00:07:44.120 --> 00:07:47.550 time to engage right, and marketing gets the credit for that, obviously for 105 00:07:47.670 --> 00:07:53.149 setting up the campaigns, and sales gets the benefit of getting the to the 106 00:07:53.189 --> 00:07:57.629 person when they're actually interested in that topic, because topics do challenge right. 107 00:07:57.750 --> 00:08:01.180 I mean, you know, I may be looking at collaboration software during covid 108 00:08:01.620 --> 00:08:07.339 because collaboration software like zoom, spite you know, we saw a massive spike 109 00:08:07.860 --> 00:08:11.620 was zoom and Microsoft teams. These are good customers of ours these, you 110 00:08:11.860 --> 00:08:16.810 know, we can show them this collaboration software. You should. You should 111 00:08:16.810 --> 00:08:20.689 double down on teams right now, because people are looking for this sort of 112 00:08:20.769 --> 00:08:22.769 thing. You can see it in advance of it happening, or at least 113 00:08:22.850 --> 00:08:28.600 why all that's happening. Right. So it creates a level of certainty where 114 00:08:28.600 --> 00:08:35.000 uncertainty is always there and and I think that's certainty coming from marketing in their 115 00:08:35.159 --> 00:08:41.470 campaign flow makes sales more confident of their relevancy. Right. So that's what 116 00:08:41.549 --> 00:08:50.309 we're seeing and we've seen some just amazing marketing teams who are who are sophisticated 117 00:08:50.309 --> 00:08:54.309 enough to understand how to set these structures up and and sales admires them. 118 00:08:54.470 --> 00:08:58.899 Like our marketing team, you know, we've been through covid been very, 119 00:08:58.940 --> 00:09:03.580 very active in terms of putting out content and educating the market and figuring out, 120 00:09:03.899 --> 00:09:09.299 you know, sort of showing graphs and charts of what's happening so people 121 00:09:09.340 --> 00:09:13.850 can think in advance of what's what the next steps might be, and are 122 00:09:15.009 --> 00:09:18.049 the response from the sales team as we need more of that. We need 123 00:09:18.169 --> 00:09:20.649 more of that. So the alignment, you know, it is even better 124 00:09:20.690 --> 00:09:24.799 than it was before code. It actually accelerated things. That's another interesting thing 125 00:09:24.840 --> 00:09:28.519 I think. I think sales people are struggling during covid right. I mean 126 00:09:28.840 --> 00:09:33.399 people aren't answering the phone. They just don't answer the phone anymore. So. 127 00:09:33.480 --> 00:09:35.480 So what do you do? How do you engage them on social media, 128 00:09:35.480 --> 00:09:39.590 right? How do you go through other channels to engage we, for 129 00:09:39.750 --> 00:09:43.870 example, one of the techniques that we use to align sales and marketing. 130 00:09:43.070 --> 00:09:48.429 Took part of the marketing budget it we gave it away to frontline foods dot 131 00:09:48.470 --> 00:09:52.590 org. In frontline foods you can go up and you can say look, 132 00:09:52.669 --> 00:09:56.059 you know, I'm going to give this gift of five hundred dollars on behalf 133 00:09:56.100 --> 00:10:01.860 of Microsoft or a hundred dollars or fifty on on behalf of my customer, 134 00:10:01.179 --> 00:10:05.340 and the customer gets alerted. You send the food to the to the group 135 00:10:05.460 --> 00:10:09.009 and Seattle, Washington, if that's where they're located, and you're sending it 136 00:10:09.090 --> 00:10:13.610 to a hospital, helping frontline workers. That technique, between that marketing thought 137 00:10:13.889 --> 00:10:20.169 and sales appreciates really is a powerful technique and it helps people. That's the 138 00:10:20.289 --> 00:10:22.799 great part, right. It's awesome, a good story. All that's not 139 00:10:24.320 --> 00:10:28.000 find it all together in a beautiful bundle, right, and so we spent 140 00:10:28.519 --> 00:10:31.960 lots and lots of dough doing that. So we were giving back. It 141 00:10:31.080 --> 00:10:35.190 made us feel good. We were giving to others who needed help and sales 142 00:10:35.230 --> 00:10:41.230 and marketing aligned to be able to do this together. Right. It's techniques 143 00:10:41.269 --> 00:10:45.029 like that right, that they are very pomful. I mean, what I'm 144 00:10:45.070 --> 00:10:48.389 seeing during this process than the last six plus four or five months, is 145 00:10:48.950 --> 00:10:54.820 those that are meant to Aligne. are going faster and those that are meant 146 00:10:54.899 --> 00:10:58.700 to are sort of not relevant, are going faster, also apart from each 147 00:10:58.779 --> 00:11:03.539 other. That's kind of what you're saying. So the good marketing department start 148 00:11:03.539 --> 00:11:07.490 accelerating and the not so good ones are being revealed and and the good ones 149 00:11:07.529 --> 00:11:11.210 are using data. That that's what they're doing and they're lying the day it 150 00:11:11.330 --> 00:11:15.690 with the salespeople, and you have to have to do that. Now. 151 00:11:15.809 --> 00:11:18.000 The other thing I've noticed, Logan, is it, you know, marketers 152 00:11:18.039 --> 00:11:22.720 are in the last five years and that all about marketing. Stack right. 153 00:11:22.840 --> 00:11:24.799 How many? How do we stack these products to get the build a big 154 00:11:24.840 --> 00:11:30.840 infrastructure? I don't think that's a great idea, because I think that companies 155 00:11:30.879 --> 00:11:33.950 like trimplets, for example, and there's other companies to that can do this 156 00:11:33.070 --> 00:11:37.350 as well. We've invested in that stack and you should be able to like 157 00:11:37.470 --> 00:11:41.070 a vending meech you and go up and say I need ten of these or 158 00:11:41.110 --> 00:11:46.389 five hundred of these. That's what we've invented, an Adam marketing cloud right. 159 00:11:46.549 --> 00:11:50.139 That allows US infrastructure just to work for marketing. Let me give you 160 00:11:50.139 --> 00:11:56.340 an example. Back in the day when a colocation centers were very popular. 161 00:11:56.460 --> 00:11:58.940 That's all you could do, or you had storage in your office. That 162 00:11:58.940 --> 00:12:05.330 all was was disrupted by AWS. You know, they had this notion of 163 00:12:05.409 --> 00:12:09.049 a cloud and the infrastructure would be held there. You just put your diamond 164 00:12:09.090 --> 00:12:13.450 to the vending machine called the cloud and out for the ability to scale storage, 165 00:12:13.850 --> 00:12:16.159 and that's very powerful. That's the way it should be gone. It's 166 00:12:16.200 --> 00:12:22.840 a utility, as marketing is as well. It should be a utility right. 167 00:12:22.080 --> 00:12:26.679 I should be able to put my diamond and outflow leads outflow brain right, 168 00:12:26.840 --> 00:12:31.470 and and I can organize where I wanted to put but it needs to 169 00:12:31.549 --> 00:12:37.190 get simpler. Problem with Martech it's there are thousands of companies that do a 170 00:12:37.269 --> 00:12:43.629 little fractional things, probably attack. It's a huge industry, but it doesn't 171 00:12:43.669 --> 00:12:48.539 combine to Martek very well. So add tick and MARTEC come together inside of 172 00:12:48.580 --> 00:12:52.139 a cloud and I think marketers use both. They spent a lot of time 173 00:12:52.340 --> 00:12:58.220 for actually measuring campaigns. They need a place to go where it's in one 174 00:12:58.340 --> 00:13:01.570 place. That's what we do. And Brandon, one of the things you 175 00:13:01.809 --> 00:13:07.289 touched on there is about how marketing, the great marketing teams, are aligning 176 00:13:07.330 --> 00:13:11.610 more closely to sales. There they're showing their value, they're showing that they're 177 00:13:11.610 --> 00:13:15.519 not your relevant. Going back to that quote that we opened up the conversation 178 00:13:15.720 --> 00:13:20.919 with, are there any surprising challenges in the marketing teams that you talk to 179 00:13:20.399 --> 00:13:26.799 that they've encountered where they're coming closer to sales but there's maybe been some confusion 180 00:13:26.799 --> 00:13:30.269 or push back on no, we handle this or get your hands out of 181 00:13:30.350 --> 00:13:35.070 sales force and any of that that you've either your team has encountered and found 182 00:13:35.110 --> 00:13:39.429 a unique way to deal with that coming together, or you know from some 183 00:13:39.590 --> 00:13:43.580 of your customer base maybe stories that you're hearing there. Well, you want 184 00:13:43.580 --> 00:13:46.659 to get leads in the hands as if those people as fast as possible, 185 00:13:46.220 --> 00:13:50.500 but the question is, what is the lead? So that hand shape between 186 00:13:50.539 --> 00:13:52.419 sales and marketing exactly what is a lad? You know, how do we 187 00:13:52.539 --> 00:13:56.889 make that work? Has To happen. The challenges. It leads change, 188 00:13:58.009 --> 00:14:01.970 right, but my definition for lead last quarter may not be but it is 189 00:14:01.049 --> 00:14:05.809 this. So it has to be an agile enough team that they can define 190 00:14:05.850 --> 00:14:09.330 what a lead is, implement it and then be able to change that. 191 00:14:09.529 --> 00:14:13.480 Agility between sales and marketing is critical path. I can tell you this. 192 00:14:13.679 --> 00:14:18.600 I run focus groups, you know, for companies and it is it's a 193 00:14:18.679 --> 00:14:24.309 rare day when marketing ten marketers and big brands sit around and they're able to 194 00:14:24.429 --> 00:14:28.230 say what is a lad. It's not often they're able to do that and 195 00:14:28.509 --> 00:14:33.549 unless they define in writing what it is and make an agreement to produce and 196 00:14:33.629 --> 00:14:39.299 manufacture that, it will never work right. So so it's that sort of 197 00:14:39.379 --> 00:14:41.980 commitment that that's that's sort of the first step. And then the ability to 198 00:14:43.059 --> 00:14:46.620 be adjunct, because lead definition changes, you know, over time. Be 199 00:14:46.740 --> 00:14:50.860 By a company. Their leads are different than your core company. You know, 200 00:14:50.980 --> 00:14:54.570 the market change is we're a pandemic leak. Types of leads and ways 201 00:14:54.649 --> 00:14:58.409 to produce the leads are different today. The other thing is I've seen, 202 00:14:58.730 --> 00:15:03.570 you know, mark marketers slow that process down by trying to own more and 203 00:15:03.809 --> 00:15:11.960 sales try struggling to regain control. So this control process has to be agreed 204 00:15:11.159 --> 00:15:16.279 and it has to be friendly in that process. There's some companies, you 205 00:15:16.360 --> 00:15:18.919 know, like sap, that have a very complicated process, but it works 206 00:15:20.200 --> 00:15:24.870 and they built it over twenty or thirty years of this expedition journey that they're 207 00:15:24.950 --> 00:15:30.429 on and it's complicated but it gets the sales fast. And then there's other 208 00:15:30.509 --> 00:15:35.669 other businesses that constantly are changing and make it too simplistic. So I think, 209 00:15:35.669 --> 00:15:39.820 I think it's that agreement where it starts and then handing it off as 210 00:15:39.899 --> 00:15:43.620 quick as you can do a sales wrap, getting it in the hands of 211 00:15:43.740 --> 00:15:48.419 that rap with a this is what a definition is. When you get it, 212 00:15:50.169 --> 00:15:54.169 here's where it needs to go and here's the processess of nurturing within the 213 00:15:54.210 --> 00:15:58.850 sales process to get it into the opportunity phase and out into the close. 214 00:15:58.450 --> 00:16:04.120 So when marketing creates leads that are really wise a leads are and that that's 215 00:16:04.159 --> 00:16:07.960 the challenge. So it seems so simple, right. It's been so low. 216 00:16:08.039 --> 00:16:11.279 You're talking about three steps. So, yeah, you're talking about these 217 00:16:11.360 --> 00:16:18.080 three steps create your definition of what elite is. Be Agile to shift that 218 00:16:18.279 --> 00:16:23.350 along the way and then determine with your sales counterparts where does the control line 219 00:16:23.549 --> 00:16:27.950 and what does a good handshake look like? And really rent and repeat those 220 00:16:29.070 --> 00:16:32.980 three and reiterate on those three steps as you go. You know it will 221 00:16:33.019 --> 00:16:37.460 never be completely set in stone, which is step number two and being agile, 222 00:16:37.899 --> 00:16:40.460 but it is simple when you break it down that way, right. 223 00:16:40.860 --> 00:16:45.460 I mean marketings job is to create leads and increase brand and sometimes protected but 224 00:16:45.539 --> 00:16:49.450 advanced the brain. They have to function's core function. Sales. Their job 225 00:16:49.570 --> 00:16:53.129 is to put numbers on the board in terms of revenue, and however they 226 00:16:53.210 --> 00:16:56.649 do that, they've got a meet in the minds, right. So there's 227 00:16:56.649 --> 00:17:00.529 a lot of there's a lot of controlling pieces in there and both are very 228 00:17:00.570 --> 00:17:03.519 complicated in their simplicity. Right. We talked. We try to make it 229 00:17:03.639 --> 00:17:07.720 simple. It's very complex. Now, I don't know. I think. 230 00:17:07.960 --> 00:17:10.480 I think the fact is, though, that the date. I'll go back, 231 00:17:10.559 --> 00:17:12.839 but they said a few minutes ago Logan. I think that markers, 232 00:17:12.920 --> 00:17:17.910 because they have this tool kit now and they're able to measure things which sales 233 00:17:17.990 --> 00:17:21.589 have had four years. They're always about the numbers. The best sales people 234 00:17:21.710 --> 00:17:23.829 are always sales me has been talks and numbers. That's how they work, 235 00:17:25.109 --> 00:17:27.630 at least. Sorry to do and and and the marketers, you know, 236 00:17:27.670 --> 00:17:30.420 when they create brand. How do you do that right? How you do 237 00:17:30.579 --> 00:17:34.380 that economically? What will that bring to us economically if we spend that money? 238 00:17:34.740 --> 00:17:37.859 Where we going to go with that? And you can measure that today. 239 00:17:38.579 --> 00:17:41.740 So the brand doesn't have to be, or marketing doesn't have to be 240 00:17:42.019 --> 00:17:48.369 just a cost center. It can be a lead generator which absolutely produces revenue 241 00:17:48.650 --> 00:17:55.250 and it could be a brand builder that absolutely increases the ease of salespeople to 242 00:17:55.410 --> 00:18:00.920 get to that revenue. So if you connect those dots using a cloud infrastructure, 243 00:18:00.920 --> 00:18:04.839 it's very powerful. I like what you said there, Brian, connecting 244 00:18:06.039 --> 00:18:11.160 brand to deal acceleration. You know, I don't see marketings two jobs. 245 00:18:11.200 --> 00:18:17.150 Of contribute to driving revenue, which happens through driving driving leads and really driving 246 00:18:17.269 --> 00:18:19.509 demand, and then the brand side of it being this separate thing like, 247 00:18:19.670 --> 00:18:25.349 oh, marketing also plays arts and crafts. Sometimes it is. You know, 248 00:18:25.470 --> 00:18:30.619 the brand might not necessarily directly be attributable to a number of leads, 249 00:18:30.019 --> 00:18:33.859 but you can watch as you do brand work, that the quality of the 250 00:18:33.940 --> 00:18:40.059 leads goes up. This sale cycles shorten the amount of competition that sales needs 251 00:18:40.099 --> 00:18:42.529 to deal with those sorts of things. I love that we kind of brought 252 00:18:42.529 --> 00:18:47.650 it back to there, because I think that that addresses again what you mentioned, 253 00:18:47.769 --> 00:18:52.329 that commonly held belief in sales that marketing really is irrelevant. Brian, 254 00:18:52.410 --> 00:18:55.529 this has been a great conversation. I love the way that you you break 255 00:18:55.569 --> 00:18:59.359 it down. There any any parting thoughts for listeners today as we wind up 256 00:18:59.359 --> 00:19:03.599 the conversation? Well, just keep at it. I mean it's measure success, 257 00:19:03.720 --> 00:19:08.799 measure everything, measure, measure, measure, even with brand measure right, 258 00:19:10.309 --> 00:19:14.710 and you can do that. It's available to you today, we know 259 00:19:14.910 --> 00:19:18.430 and God bless you. That's all I can say. I mean it's it's 260 00:19:18.910 --> 00:19:22.990 I love you, guys, and I hope one day to meet you online 261 00:19:22.309 --> 00:19:26.779 or in person and one of our events, and thank you for supportings. 262 00:19:27.220 --> 00:19:30.819 Yeah, absolutely, Brian. If anybody listening to this would like to stay 263 00:19:30.900 --> 00:19:34.099 connected with you in the team over at true influence, what's the best way 264 00:19:34.180 --> 00:19:37.809 for them to do that? While digital is still, you know, by 265 00:19:37.890 --> 00:19:44.210 far and away the main method of communication before events and everything really start back 266 00:19:44.210 --> 00:19:47.329 up again. What's the best way for them to reach out? Sure so, 267 00:19:47.849 --> 00:19:49.690 Loogan, thanks for the question. So we're very active on twitter. 268 00:19:49.769 --> 00:19:52.720 You can find us there. We're very, very acted on linked and you 269 00:19:52.799 --> 00:19:56.839 can find us there. You can always come to Tramplescom, you know, 270 00:19:57.079 --> 00:20:00.400 with in a contact does form. We're happy to talk to you and you 271 00:20:00.480 --> 00:20:03.720 can find me in all those places. I'm an easy guy to find. 272 00:20:03.119 --> 00:20:07.309 We do a lot of content. Please come to our website and, if 273 00:20:07.349 --> 00:20:08.910 you do soak up some of the content that we do. Do a lot 274 00:20:08.950 --> 00:20:14.390 of videocast, podcast and that kind of stuff on these very topics. So 275 00:20:14.549 --> 00:20:17.950 love and I appreciate that. Awesome Brian. Thank you so much for joining 276 00:20:17.990 --> 00:20:19.630 us on the show today. It's been a pleasure. Sure. Thank good 277 00:20:19.670 --> 00:20:25.819 to meet you. Man and sweetfish. We're on a mission to create the 278 00:20:26.140 --> 00:20:30.980 most helpful content on the Internet for every job, function and industry on the 279 00:20:30.059 --> 00:20:34.180 planet, for the BB marketing industry, this show is how we're executing on 280 00:20:34.259 --> 00:20:37.450 that mission. If you know a marketing leader, that would be an awesome 281 00:20:37.490 --> 00:20:41.329 guest for this podcast. Shoot me a text message. Don't call me because 282 00:20:41.329 --> 00:20:45.970 I donate our unknown numbers, but text me at four hundred and seven for 283 00:20:45.130 --> 00:20:48.089 and I know three and thirty two eight. Just shoot me their name, 284 00:20:48.410 --> 00:20:52.599 maybe a link to their linkedin profile, and I'd love to check them out 285 00:20:52.880 --> 00:20:55.519 to see if we can get them on the show. Thanks a lot