If it Doesn't Close it Doesn't Matter

WEBVTT 1 00:00:00.040 --> 00:00:00.250 Mhm. 2 00:00:05.040 --> 00:00:09.880 Hi everyone welcome back to be to be growth. I'm Olivia Hurley and today I'm 3 00:00:09.880 --> 00:00:14.740 joined by Ryan mccurdy, who's the vice president of global demand generation 4 00:00:14.740 --> 00:00:19.650 at lacework, Ryan, How are you doing today? I'm doing pretty well. Thanks 5 00:00:19.650 --> 00:00:23.580 for having me, I'm excited to be here. Oh of course I'm thrilled we get to 6 00:00:23.580 --> 00:00:29.340 talk Ryan. You have a philosophy on marketing that someone is going to end 7 00:00:29.340 --> 00:00:34.690 up putting on a plaque for you first of all, but it's basically if it doesn't 8 00:00:34.690 --> 00:00:39.000 close it doesn't matter. And you shared with me that impacts the way you think 9 00:00:39.000 --> 00:00:44.670 about the SDR function A. B. M. And what you've called, which I love your 10 00:00:44.670 --> 00:00:49.730 maniacal focus on your I. C. P. I'm curious where did this philosophy 11 00:00:49.730 --> 00:00:57.210 develop? Yeah that's a good question. You know I got advice early on in my 12 00:00:57.210 --> 00:01:02.090 marketing career is to work your way backwards from a customer. And what I 13 00:01:02.090 --> 00:01:06.450 found over time is just like the more you do that, the more what you're 14 00:01:06.450 --> 00:01:11.110 saying is gonna resonate and ultimately your, you know, I think we've all 15 00:01:11.110 --> 00:01:15.090 probably been part of companies where you're generating things but nothing is 16 00:01:15.090 --> 00:01:18.460 happening to them and there's a lot of variables along the way people are 17 00:01:18.460 --> 00:01:22.690 following up with your leads, it's like the common thing red and usually that 18 00:01:22.690 --> 00:01:27.590 creates a divide and I think you know what everyone wants is to just drive 19 00:01:27.600 --> 00:01:32.030 business. So when you stay focused on what actually closes, we're really 20 00:01:32.030 --> 00:01:36.750 focused on what ultimately matters in demand job now that doesn't mean brand 21 00:01:36.750 --> 00:01:40.210 isn't important and awareness is an important, right? There's things there 22 00:01:40.210 --> 00:01:46.080 that you just can't necessarily track to close one. But from a demand gen 23 00:01:46.080 --> 00:01:52.330 perspective, Close one is critical. So how has this philosophy impacted the 24 00:01:52.330 --> 00:01:57.400 way you've set up your marketing strategy? Sure, it's, well, it's had a 25 00:01:57.400 --> 00:02:03.460 huge impact on our business. Like we, I think it all depends on the business 26 00:02:03.470 --> 00:02:07.720 and where you're focused. So to have a maniacal focus on like an ideal 27 00:02:07.720 --> 00:02:11.960 customer profile or be very specific with who you need to go sell into 28 00:02:12.140 --> 00:02:16.240 that's not going to work for everybody only because sometimes maybe you have a 29 00:02:16.240 --> 00:02:20.580 really large town that you can talk to you like, you know, I think a lot of, a 30 00:02:20.580 --> 00:02:23.530 lot of companies out there will say, okay, well let's just go focus on the 31 00:02:23.530 --> 00:02:28.900 VM ware installed base, which is a huge install base, right? Where for us, you 32 00:02:28.900 --> 00:02:33.290 know, where our company is selling two in cloud security, so they need to be 33 00:02:33.290 --> 00:02:37.720 in the cloud for one and ideally they have a stronger security posture and we 34 00:02:37.720 --> 00:02:42.250 want to understanding those people are and if you're selling into any big 35 00:02:42.250 --> 00:02:46.400 technology shift, I think you want to be really specific or where you want to 36 00:02:46.400 --> 00:02:52.100 sell into. So I've structured my team to do that exactly, is be really 37 00:02:52.100 --> 00:02:56.590 specifically with where we want to sell into all of our marketing programs, 38 00:02:56.590 --> 00:03:02.700 drive engagement into those accounts who we've done a fairly good dissection 39 00:03:02.700 --> 00:03:07.700 of what it takes to be one of those accounts, why those accounts care. And 40 00:03:07.700 --> 00:03:12.510 that ranges from what we're saying to analysts to the content we create the 41 00:03:12.510 --> 00:03:18.540 campaign to be around down to how we follow up with the accounts, across our 42 00:03:18.550 --> 00:03:23.310 sales team, across the channel across our scr team. And then you know 43 00:03:23.310 --> 00:03:27.690 ultimately how we train everyone to to the tools were great. So I like to 44 00:03:27.690 --> 00:03:33.170 think about it is everyone's grabbing onto the same spear so to speak and 45 00:03:33.170 --> 00:03:38.940 pushing in the same direction. I love that. That's such a good visual before 46 00:03:38.940 --> 00:03:45.290 seeing results. How did you know or suspect that this this focus on your I. 47 00:03:45.290 --> 00:03:50.160 C. P. And it sounds like an A. B. M. Play would really work for lacework. 48 00:03:50.940 --> 00:03:55.370 Yeah. When I started I was started early days. Thanks work. I was roughly 49 00:03:55.370 --> 00:04:00.160 employee number 25. So we had a lot of things to go and figure out um still. 50 00:04:00.160 --> 00:04:04.540 So you know when I first came in I really built up a lot of the inbound 51 00:04:04.540 --> 00:04:08.960 and through trial and error. We're getting a good understanding of what 52 00:04:08.960 --> 00:04:13.060 worked and what didn't what were the right accounts? And I remember having a 53 00:04:13.060 --> 00:04:18.220 conversation with like his name is chris I was probably point number seven. 54 00:04:18.220 --> 00:04:23.350 He was like our first S. E. Etcetera and I was like chris if we wanted to go 55 00:04:23.350 --> 00:04:28.600 to an enterprise sized deal in this space right? What's the makeup of the 56 00:04:28.600 --> 00:04:32.530 account we need to go talk to? And of course I had all this data in front of 57 00:04:32.530 --> 00:04:36.170 me based on our inbound accounts etcetera, where I'm seeing traction, 58 00:04:36.180 --> 00:04:40.530 what's making it only halfway through the final etcetera. And you know, from 59 00:04:40.530 --> 00:04:45.000 that conversation with him, we were able to extract what are the parameters 60 00:04:45.010 --> 00:04:49.100 for us to go and focus on. And that was a game changer from that point on. 61 00:04:49.100 --> 00:04:53.910 They've been doing three extra years. Oh wow. So yeah, tell me a little bit 62 00:04:53.910 --> 00:04:56.990 about that. So before seeing the results, you had all of these 63 00:04:56.990 --> 00:05:00.290 indicators that it would be really successful. Now you've put into 64 00:05:00.290 --> 00:05:04.870 practice, what results have you seen from again? This intense focus on the 65 00:05:04.880 --> 00:05:12.420 top and the A B. M. Play. Yeah. So you know, I think when you compare normal 66 00:05:12.430 --> 00:05:21.780 uh inbound results to where we stand most of our SQL to SQL conversion rates 67 00:05:21.790 --> 00:05:27.050 are significantly above average. And you know, even if we look at our str 68 00:05:27.050 --> 00:05:31.680 team, each person on the team, which is a large team, We've built up scheduling 69 00:05:31.680 --> 00:05:37.060 roughly two meetings a day, which is more class. So we figured out a way to 70 00:05:37.070 --> 00:05:42.710 go say the right things into the accounts, understand what marketing 71 00:05:42.710 --> 00:05:46.900 programs with them getting to drive engagement. And we were able to string 72 00:05:46.900 --> 00:05:52.370 those things together. Yeah. So did this philosophy influence how you set 73 00:05:52.370 --> 00:05:58.000 up your team internally as well um to a certain extent because so you know, 74 00:05:58.010 --> 00:06:05.900 we're probably 90% compass today, right? So everyone just has that focus. So in 75 00:06:05.900 --> 00:06:10.630 fact, part of our training today, it's part of onboarding is like, here's the 76 00:06:10.720 --> 00:06:18.460 uncle memorize it. Uh so we know like rather you're in sales marketing, 77 00:06:18.940 --> 00:06:22.390 whatever function and go to market, you know, exactly the accounts were selling 78 00:06:22.390 --> 00:06:27.830 into and we're selling to all different sizes of companies, but what's the 79 00:06:27.830 --> 00:06:31.470 right makeup of those companies and we have everyone focused on that. We're 80 00:06:31.470 --> 00:06:35.220 using specific tools to help us prioritize those accounts, one of which 81 00:06:35.220 --> 00:06:39.860 is demand base, but formerly was known as engage Geo was really prioritize 82 00:06:39.860 --> 00:06:47.350 accounts and that has been huge. You mentioned that, that you have insights 83 00:06:47.350 --> 00:06:53.320 and just this, this opinion on where the sDRs should live. I'm curious, you 84 00:06:53.320 --> 00:06:57.030 know, have those two things, this philosophy on, if it doesn't close, it 85 00:06:57.030 --> 00:07:01.890 doesn't matter. And your thoughts on the str function, do they come together 86 00:07:01.900 --> 00:07:07.410 at some point? Yeah, absolutely. So what I found with SDR orders in the 87 00:07:07.410 --> 00:07:12.590 past, is there typically mistreated in a sense, it's like the island of misfit 88 00:07:12.590 --> 00:07:16.450 toys, which is really unfortunate because if we think about who's 89 00:07:16.450 --> 00:07:20.340 actually converting the majority of marketing investment is going to be the 90 00:07:20.340 --> 00:07:25.460 SDR team if you have an SDR two. So I think it makes the most sense for them 91 00:07:25.460 --> 00:07:32.500 to livin under DG capacity or with marketing. So we can make sure they're 92 00:07:32.500 --> 00:07:36.880 properly enabled and that's from knowing the message to helping them 93 00:07:36.890 --> 00:07:41.670 craft emails or even crafting emails for them and really giving them every 94 00:07:41.670 --> 00:07:47.070 tool necessary to be successful and capitalize on everything that we're 95 00:07:47.070 --> 00:07:50.240 providing them and staying really close to the data. I think that's the second 96 00:07:50.240 --> 00:07:55.900 part you're able to, when they're part of the team. I think you're able to 97 00:07:55.910 --> 00:08:00.710 just get into the weeds warm with that and then ultimately steer them in the 98 00:08:00.710 --> 00:08:04.660 right direction, which is, you know, the things that close. So as an example 99 00:08:04.660 --> 00:08:09.780 today I built a scoring model around what closes and that's how we Qambar 100 00:08:09.780 --> 00:08:14.460 Sdrs were still very focused on that. Oh, that's so fascinating. So not 101 00:08:14.460 --> 00:08:19.980 everyone has an SDR function that operates like that. I'm curious is that 102 00:08:19.990 --> 00:08:23.790 what you've built in that process. Do you think that works specifically with 103 00:08:23.790 --> 00:08:26.550 a company like yours or do you think it's something that man, everybody 104 00:08:26.550 --> 00:08:31.190 should take this approach. It could really be successful. I think it must 105 00:08:31.200 --> 00:08:36.020 be to be companies write an SDR or will work great. What I found is a lot of 106 00:08:36.020 --> 00:08:41.659 people have had bad experiences with the Sdrs, it's hard for them to go and 107 00:08:41.669 --> 00:08:47.120 really extract what the tangible value is or the Ri and SDR because it costs 108 00:08:47.120 --> 00:08:52.750 something for sure. So people have different experiences and I think 109 00:08:52.750 --> 00:08:58.030 that's impacted on whether or not they think an SDR team is a good fit. What I 110 00:08:58.030 --> 00:09:03.550 can tell you is, I believe they're critical if you're envy to be trying to 111 00:09:03.560 --> 00:09:07.910 make sure your sellers are as successful as possible. I think sellers 112 00:09:07.910 --> 00:09:13.010 on their own, they have so many things to go focus on. So if you can help them 113 00:09:13.020 --> 00:09:17.830 with pipeline, which is arguably the most one of the, you could argue the 114 00:09:17.830 --> 00:09:21.240 most important important thing in business. And the reason I say that is 115 00:09:21.240 --> 00:09:27.540 because what I found and I learned this from my current sales leader, we're 116 00:09:27.550 --> 00:09:30.400 always focused on the forecast, right? We're not thinking about the bigger 117 00:09:30.400 --> 00:09:34.260 picture, which is absolutely true and that's why pipeline is so critical and 118 00:09:34.270 --> 00:09:37.510 he's done an incredible job evangelizing that across all of our 119 00:09:37.510 --> 00:09:42.450 sellers to make sure that everyone has a pipeline focus. So that way you're 120 00:09:42.450 --> 00:09:48.260 thinking a couple quarters out Um and the SDR is really enable that. So, you 121 00:09:48.260 --> 00:09:53.080 know, today, our marketing team and the str team jointly and we resource 122 00:09:53.080 --> 00:09:59.520 roughly 70% of all closed one. That that's a huge impact to our sellers and 123 00:09:59.520 --> 00:10:03.840 just making sure that our company is getting to the places where we want to 124 00:10:03.850 --> 00:10:09.910 get to. So if you were going into an organization where they didn't 125 00:10:09.920 --> 00:10:15.390 necessarily find the SDR function valuable and they didn't necessarily 126 00:10:15.390 --> 00:10:19.620 operate with this, like it's got to close, its gotta close mentality how 127 00:10:19.620 --> 00:10:24.640 would you alter the focus of the team or the organization? Yeah, well, it's 128 00:10:24.640 --> 00:10:29.440 all in the data. So, you know, I think in demand gen you're typically you 129 00:10:29.440 --> 00:10:32.670 should be close to the data and you should be really trying to generate 130 00:10:32.670 --> 00:10:37.970 pipeline that closes already. But what I find is most marketers just get to 131 00:10:37.970 --> 00:10:41.980 the SQL level there. Like I just got to generate leads and pass them over. I 132 00:10:41.980 --> 00:10:46.030 just got to generate pipeline and hopefully sales close it. They're not 133 00:10:46.030 --> 00:10:49.770 really following it to the end. And if I was in an order where you know, they 134 00:10:49.770 --> 00:10:53.150 were focused on those things, which I've worked out previously, it's just 135 00:10:53.150 --> 00:10:58.080 looking at the data and just showing the powers that be, so to speak. Hey, 136 00:10:58.080 --> 00:11:02.430 if we do more of this, I can get you this. That's it. It's just if you can 137 00:11:02.430 --> 00:11:07.090 track to close, but you can, you can build to that. You can also might build 138 00:11:07.090 --> 00:11:12.670 a repeatable business. That's what you want to do that. You can't guess every 139 00:11:12.670 --> 00:11:17.270 corner. You should be guessing a little bit on pilots and other things, but 140 00:11:17.280 --> 00:11:21.790 largely what you should be doing is forecast double and repeatable. What 141 00:11:21.790 --> 00:11:26.800 did that change due to your stress levels. So I can tell you there's a 142 00:11:26.800 --> 00:11:30.890 person on my team that always likes to remind, she likes to sometimes just 143 00:11:30.890 --> 00:11:35.350 remind me that like, hey, you are right. Because when I first started 144 00:11:35.350 --> 00:11:39.360 forecasting in our current business, I was like, hey, here's my initial 145 00:11:39.360 --> 00:11:42.170 forecast based on the ice p and all these things. So there's so many 146 00:11:42.170 --> 00:11:45.780 variables. And the first time you do, it kind of feels like you put your 147 00:11:45.780 --> 00:11:49.770 finger in the air a little bit, right because there's just so many variables 148 00:11:49.770 --> 00:11:55.420 and you know, come through our next sale cycle. I did, I gotta, you know, 149 00:11:55.420 --> 00:11:59.550 within the bullseye early is really close to, she's like, hey you're right, 150 00:11:59.560 --> 00:12:03.240 it's like I was right, that was that was awesome and we've just been able to 151 00:12:03.250 --> 00:12:07.850 write and you're not always right. I there's five times what happened, right? 152 00:12:07.850 --> 00:12:10.850 So you know, it's just trying to get as close to that bull's eye as possible. 153 00:12:10.850 --> 00:12:15.170 So I think that that definitely helps with your stress level. But you know 154 00:12:15.170 --> 00:12:19.040 when you're at a hyper growth company, you never know there's, there's changes 155 00:12:19.050 --> 00:12:23.560 all the time markets, changing messaging is changing, it keeps 156 00:12:23.560 --> 00:12:27.880 changing. I can tell you we've refined it multiple times over the last 2.5 157 00:12:27.880 --> 00:12:32.300 years I've been here, so a lot of variables. But I think when you, you 158 00:12:32.300 --> 00:12:38.530 know, just the closer you stay to it, I can tell you every time I go into our 159 00:12:38.530 --> 00:12:43.010 end of quarter reporting and into the next quarter planning or six month 160 00:12:43.010 --> 00:12:48.000 planning, I always feel much better after that exercise is done. We have 161 00:12:48.000 --> 00:12:51.830 stepped in to attract you. That's the one thing that is really challenging. 162 00:12:51.830 --> 00:12:55.180 I've worked at other companies where there is no plan. Um So always trying 163 00:12:55.180 --> 00:12:58.710 to make sure like hey we have a plan, everyone's routed around the plan, we 164 00:12:58.710 --> 00:13:03.650 have the resources to go deliver on plan brilliant. That just that thought 165 00:13:03.650 --> 00:13:06.970 occurred to me of you know how it affects your stress level so much 166 00:13:06.970 --> 00:13:10.140 because of that exact part. Like you know where you're going, you know what 167 00:13:10.140 --> 00:13:14.170 you're shooting for And then at the end you can say I hit the bull's eye which 168 00:13:14.180 --> 00:13:17.210 you can say if you were successful, even if you didn't have a plan went so 169 00:13:17.210 --> 00:13:20.730 much more rewarding when you when you do know you went exactly what you're 170 00:13:20.730 --> 00:13:27.040 going for and our colleagues in sales really appreciate it too. We could say, 171 00:13:27.050 --> 00:13:32.200 alright, head of America sales are ahead of me, a sales or whoever that 172 00:13:32.200 --> 00:13:36.400 might be like hey this is what I'm going to deliver for you. I mean we're 173 00:13:36.400 --> 00:13:40.950 down to like hey if we know we get this ice type of I. C. P. Account I will 174 00:13:40.950 --> 00:13:45.570 have a certain sp attached to it. So we have a, we have a pretty good 175 00:13:45.570 --> 00:13:49.650 understanding of like they can't make up and what they will typically 176 00:13:49.650 --> 00:13:55.300 generate. And for for us early for me I'm doing a reverse waterfall into the 177 00:13:55.300 --> 00:14:02.640 number starting from leads to coalesce to close. And then we also know the 178 00:14:02.640 --> 00:14:08.340 accounts we need to penetrate etcetera and then every functional demand gen 179 00:14:08.340 --> 00:14:13.170 piece around that has their own goal. So I would say it's pretty detailed 180 00:14:14.240 --> 00:14:20.720 so if somebody wanted to replicate What you've been doing and what you've seen 181 00:14:20.720 --> 00:14:26.350 work so well if they wanted to replicate bringing in 70% of the closed 182 00:14:26.350 --> 00:14:31.050 one deals up there, B2B company, what would be step one for them? You have to 183 00:14:31.050 --> 00:14:35.450 understand what's closing and why, Because if you understand that, then 184 00:14:35.450 --> 00:14:39.940 you can formulate who you need to go sell to, you'll be in a really good 185 00:14:39.940 --> 00:14:44.100 position. Most companies are just pretty general like, hey, this is who 186 00:14:44.100 --> 00:14:47.740 we need to go sell too. So if you can do that again, it's working backwards 187 00:14:47.740 --> 00:14:52.530 from the customer, talking to the real smart people in your company who are 188 00:14:52.540 --> 00:14:57.850 really close to customers, who are out there in the field, in the trenches, 189 00:14:57.940 --> 00:15:01.530 talking to customers, what they care about. If you can get to that point, 190 00:15:01.530 --> 00:15:06.650 extract all that and then really build kind of an operational mechanism around 191 00:15:06.650 --> 00:15:12.660 that all based on data, basically, usually, like what's the makeup of an 192 00:15:12.660 --> 00:15:17.380 account and who in the buying team would care and what should we say? You 193 00:15:17.380 --> 00:15:21.110 know, I think you'll be in a really, really good place and then it's just 194 00:15:21.120 --> 00:15:25.110 making sure you're staying close to the field close to sales and understanding 195 00:15:25.110 --> 00:15:31.450 like what makes an impact and, you know, lacework, we haven't uh we product 196 00:15:31.450 --> 00:15:35.930 marketing hasn't always been at lacework and their chops are so 197 00:15:35.930 --> 00:15:39.300 critical and I think the closer, you know, you can work with product 198 00:15:39.300 --> 00:15:44.470 marketing and just have a great working relationship between product marketing 199 00:15:44.470 --> 00:15:49.750 and sales? It's hard to be, were there warning signs along the way or was 200 00:15:49.750 --> 00:15:54.340 there, were there, you know an experience of failure that you think 201 00:15:54.340 --> 00:16:01.090 you might want to warn people as they go down this this avenue? Yeah. So 202 00:16:01.100 --> 00:16:07.010 there's uh well a B. M. Is a buzzword. So I try and stay away from it. For the 203 00:16:07.010 --> 00:16:11.900 most part. Target accounts have been around forever though and I think 204 00:16:11.900 --> 00:16:16.170 there's some ways to position this. It comes down to a time conversation 205 00:16:16.170 --> 00:16:19.570 because ultimately you're gonna have to sell this idea to somebody. So I know 206 00:16:19.570 --> 00:16:22.850 executive sales executives today, marketing executives today that are 207 00:16:22.850 --> 00:16:27.030 burnt out on a VM. The investment in work or whatever. It didn't work. And 208 00:16:27.040 --> 00:16:31.950 usually that's largely because they're just not buying across the aisle or 209 00:16:31.960 --> 00:16:36.740 you're not staying close to it enough. I mean I can tell you, we evangelize R. 210 00:16:36.740 --> 00:16:43.620 I. C. P. So much in our current company. It's like a religion and we know he's 211 00:16:43.620 --> 00:16:47.970 not focused on it and who is because it shows up in the numbers. So it's 212 00:16:47.970 --> 00:16:51.310 getting that by and initially and making sure all the right parties 213 00:16:51.320 --> 00:16:57.610 agreed or region will make it happen. So if you can do that then I think 214 00:16:57.610 --> 00:17:01.930 you're in a really good place. I think that's usually the biggest blocker that 215 00:17:01.930 --> 00:17:05.230 people run into is like, hey what are we gonna align on? And I think 216 00:17:05.230 --> 00:17:10.480 positioning it as uh either focusing on the I. C. P. You're focusing on things 217 00:17:10.480 --> 00:17:15.079 that close? It's hard to argue with that. Like who doesn't want more things 218 00:17:15.079 --> 00:17:20.380 to close. You know marketing has gotten that there's kind of been that 219 00:17:20.380 --> 00:17:24.849 perception that maybe marketing only just cares about leads and MQ LZ. And I 220 00:17:24.849 --> 00:17:29.240 know a lot of marketers do and I fundamentally disagree with just 221 00:17:29.240 --> 00:17:34.520 focusing on those things and I can tell you sales does too. So I think yeah, 222 00:17:34.530 --> 00:17:39.420 focusing on closed one is the right conversation have I'm curious about 223 00:17:39.430 --> 00:17:42.860 what are instances of scenarios organizations where it wouldn't work. 224 00:17:43.440 --> 00:17:48.790 Yeah. So I think for organizations that have a really broad tam right, it's not 225 00:17:48.790 --> 00:17:52.690 that it won't work, it's just probably not need it. Although I think everyone 226 00:17:52.690 --> 00:17:57.380 can probably agree if you're a salesperson, you can only do so many 227 00:17:57.380 --> 00:18:04.350 calls in a day. So I've never I've never met someone in marketing or sales 228 00:18:04.350 --> 00:18:07.640 or if you're just looking at your funnel and they're like, well no 229 00:18:07.640 --> 00:18:12.950 meetings a bad meeting. Well there's no junk in our funnel, like it's not true. 230 00:18:12.950 --> 00:18:17.000 There is. So the more you can remove that stuff and just optimized for 231 00:18:17.000 --> 00:18:20.790 everyone's time, the better. I mean, I think it's it's that conversation and I 232 00:18:20.790 --> 00:18:25.140 think a lot of companies b two B dimension or whatever you want to call 233 00:18:25.140 --> 00:18:32.630 it are are leveraging account based things for enterprise largely right? I 234 00:18:32.630 --> 00:18:37.070 don't think it always has to be for enterprise too. So it's all depending 235 00:18:37.070 --> 00:18:40.600 on how you want to use it. I've chosen to use it because we have to be very 236 00:18:40.600 --> 00:18:46.970 specific on space and you know, we evangelize that from the way we train 237 00:18:46.970 --> 00:18:52.590 to enable people from like day 12, you know where we what we mark in sales 238 00:18:52.590 --> 00:18:58.450 horses and I speak out and how we're articulating all this, all the winds 239 00:18:58.450 --> 00:19:01.990 from it back to go to market and everything else because there's also 240 00:19:02.000 --> 00:19:05.780 kind of you know, I think there's got to market your marketing a little bit 241 00:19:05.790 --> 00:19:08.780 with this and just make sure everyone's body because the truth is people will 242 00:19:08.780 --> 00:19:12.470 come into your company. We have never seen this model work before. I'm like 243 00:19:12.480 --> 00:19:16.970 hold on time out, I need to go sell the biggest company that everyone's ever 244 00:19:16.980 --> 00:19:21.340 heard of and like, well no, there's actually these 10 accounts in your 245 00:19:21.340 --> 00:19:26.400 backyard that you can do 500 K. Deals with that you've never heard of. And I 246 00:19:26.400 --> 00:19:31.110 think some people just sometimes surprising but you know, the team here 247 00:19:31.320 --> 00:19:36.760 is where our revenue operations team specifically done an incredible job 248 00:19:36.770 --> 00:19:41.050 building. The system is necessary to go get this data being fantastic partners. 249 00:19:41.050 --> 00:19:46.990 We've had fantastic executive support and even report support. Just go blow 250 00:19:46.990 --> 00:19:51.400 the doors off this thing, do whatever it takes and they're believers and what 251 00:19:51.400 --> 00:19:56.330 we're doing, man that must feel like just the greatest pat on the back, 252 00:19:56.330 --> 00:20:01.460 getting that kind of support. That's awesome. Yeah, Ryan, if there was like 253 00:20:01.470 --> 00:20:07.750 for me the thickest thread of this conversation has been know thy seller. 254 00:20:07.760 --> 00:20:16.210 I mean buyer, no nobody seller to. It was good but man I tried to add in a 255 00:20:16.210 --> 00:20:21.740 little old english or something in a got it wrong so no your buyer. But if 256 00:20:21.740 --> 00:20:25.910 there was something else that you wanted listeners to take away from this, 257 00:20:25.910 --> 00:20:33.200 what would it be? I think it is a the buyer is uh probably hard to 258 00:20:33.210 --> 00:20:37.210 operationalize because there's so much there to unpack. It's almost like where 259 00:20:37.210 --> 00:20:43.380 do I start? And I think it really just starts like go dig into you know the 260 00:20:43.380 --> 00:20:49.590 closed one in salesforce and then go enrich all those accounts and just see 261 00:20:49.590 --> 00:20:53.970 what transpires in. I think we have a discussion about it, run that run what 262 00:20:53.970 --> 00:20:59.850 you're seeing past your sc team or past your CTO s or pass your product manager 263 00:20:59.850 --> 00:21:02.380 of people just get your thoughts and like hey why do you think this kind of 264 00:21:02.380 --> 00:21:06.510 stuff from us? I think that's a great place to start a conversation. The 265 00:21:06.510 --> 00:21:12.240 other thing. I I just think it's great take away from his. Maybe you don't 266 00:21:12.240 --> 00:21:16.010 need to go focus on the A. C. P. But you should be best friends with your 267 00:21:16.010 --> 00:21:20.390 sales team and make sure they have the support that they need. So whatever 268 00:21:20.390 --> 00:21:23.700 that looks like. Maybe it's different messaging because maybe that's all you 269 00:21:23.700 --> 00:21:26.310 need to go fix. Maybe it's just the messaging, it's not resonating. Maybe 270 00:21:26.310 --> 00:21:29.150 you are calling into the right accounts. Maybe you can call into every account 271 00:21:29.150 --> 00:21:33.590 and everyone's relevant your message or the we're not calling into the right 272 00:21:33.590 --> 00:21:37.950 person. So I think it's just really working with your sellers to understand 273 00:21:38.440 --> 00:21:43.390 just like where should we go and focus and not letting that game of telephone 274 00:21:43.390 --> 00:21:47.970 get back to you and said like being the weeds with them, just trying to extract 275 00:21:47.970 --> 00:21:51.810 all those gold nuggets for you to go build knots and plan around. Oh wow. 276 00:21:51.810 --> 00:21:57.770 Well that was a gold nugget in and of itself. Ryan. How can listeners connect 277 00:21:57.770 --> 00:22:02.180 with you if they want to dig in and learn more? Yeah, you can find me on 278 00:22:02.180 --> 00:22:06.270 linkedin, Ryan mccurdy at lacework and that's probably that's probably the 279 00:22:06.270 --> 00:22:11.580 best way. The best way. And how can they find out a bit more about lacework? 280 00:22:11.590 --> 00:22:16.710 Yeah, just lacework dot com. If you type in cloud security, we should come 281 00:22:16.710 --> 00:22:22.480 up. If we don't come up, I need, I need to go talk to people. But yeah, www at 282 00:22:22.480 --> 00:22:26.440 least work dot com or the leader in cloud security, multi cloud 283 00:22:26.440 --> 00:22:31.100 environments work most containers, kubernetes, single platform scale with. 284 00:22:31.100 --> 00:22:35.040 So yeah, we're doing some really different things in the market that I 285 00:22:35.040 --> 00:22:41.170 think people appreciate. Well everybody definitely go check out Ryan at 286 00:22:41.180 --> 00:22:45.230 lacework Ryan. Thank you so much for joining me today. No problem. Thanks 287 00:22:45.230 --> 00:22:47.950 for having me. It's been fun. Yeah, I've had a blast 288 00:22:50.340 --> 00:22:54.110 for the longest time. I was asking people to leave a review of GDP growth 289 00:22:54.110 --> 00:22:58.560 in apple podcasts but I realized that was kind of stupid because leaving a 290 00:22:58.560 --> 00:23:03.720 review is way harder than just leaving a simple rating. So I'm changing my 291 00:23:03.720 --> 00:23:07.420 tune a bit instead of asking you to leave a review, I'm just gonna ask you 292 00:23:07.420 --> 00:23:11.960 to go to BBB Growth in apple podcasts, scroll down until you see the ratings 293 00:23:11.960 --> 00:23:16.030 and reviews section and just tap the number of stars you want to give us no 294 00:23:16.030 --> 00:23:21.340 review necessary. Super easy. And I promise it will help us out a ton. If 295 00:23:21.340 --> 00:23:24.930 you want a copy of my book, content based networking, just shoot me a text 296 00:23:24.940 --> 00:23:29.430 after you leave the rating and I'll send on your way, text Me at 407, 4 and 297 00:23:29.430 --> 00:23:33.900 I know 3, 3 - eight. Yeah.