#CX 41: 5 Ways Internal Alignment Can Elevate Your CX w/ Sangram Vajre

WEBVTT 1 00:00:04.679 --> 00:00:09.070 We just started talking about this idea of flag hey, listening about it as 2 00:00:09.189 --> 00:00:12.589 one team right. This is not a marketing problem or sales problem or a 3 00:00:12.630 --> 00:00:18.230 customer success problem. This is a team problem. A relationship with the right 4 00:00:18.309 --> 00:00:22.859 referral partner could be a game changer for any BDB company. So what if 5 00:00:22.899 --> 00:00:27.859 you could reverse engineer these relationships at a moment's notice, start a podcast, 6 00:00:28.379 --> 00:00:33.700 invite potential referral partners to be guests on your show and grow your referral network 7 00:00:33.820 --> 00:00:43.850 faster than ever. Learn more. At Sweet Fish Mediacom you're listening to BB 8 00:00:44.009 --> 00:00:49.049 growth, a daily podcast for BTB leaders. We've interviewed names you've probably heard 9 00:00:49.090 --> 00:00:52.960 before, like Gary vanner truck and Simon Senek, but you've probably never heard 10 00:00:53.039 --> 00:00:57.280 from the majority of our guests. That's because the bulk of our interviews aren't 11 00:00:57.320 --> 00:01:00.880 with professional speakers and authors. Most of our guests are in the trenches leading 12 00:01:00.960 --> 00:01:06.709 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 13 00:01:06.790 --> 00:01:11.310 building the fastest growing BTB companies in the world. My name is James Carberry. 14 00:01:11.349 --> 00:01:14.909 I'm the founder of sweet fish media, a podcast agency for BB brands, 15 00:01:15.069 --> 00:01:18.189 and I'm also one of the cohosts of this show. When we're not 16 00:01:18.310 --> 00:01:22.140 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 17 00:01:22.180 --> 00:01:26.140 own business. Will share the ups and downs of our journey as we attempt 18 00:01:26.180 --> 00:01:30.180 to take over the world. Just getting well, maybe let's get into the 19 00:01:30.219 --> 00:01:40.250 show. With a four thousand, seven hundred and thirty percent growth rate over 20 00:01:40.329 --> 00:01:45.609 the past three years, terminus recently landed at number sixty one overall and number 21 00:01:45.730 --> 00:01:49.599 eight among software companies on the ink five thousand list of the fastest growing privately 22 00:01:49.640 --> 00:01:53.719 held companies in the United States. You're about to hear a conversation with one 23 00:01:53.760 --> 00:01:59.480 of the company's Co founders, and it's accidental chief of angelist, Sangrum vagre. 24 00:01:59.840 --> 00:02:02.109 My name is Ethan Butte. You're listening to the CX series here on 25 00:02:02.189 --> 00:02:06.870 the BDB growth show and if you're a regular listener, you've probably heard some 26 00:02:07.030 --> 00:02:10.550 conversations with Sangrum, but what you haven't heard is what we go deep into, 27 00:02:10.870 --> 00:02:15.509 and I guarantee it's at the heart of their success over the past three 28 00:02:15.550 --> 00:02:20.300 years, and that is internal alignment. In this conversation you're going to get 29 00:02:20.379 --> 00:02:27.060 five specific ways to improve internal alignment, all in service of elevating your customer 30 00:02:27.139 --> 00:02:32.250 experience. Enjoy your time with sang grum vagre. Okay, welcome back to 31 00:02:32.330 --> 00:02:38.289 the customer experience podcast. Now, with regard to customer experience, alignment within 32 00:02:38.370 --> 00:02:44.479 our organizations and across our teams is one of the biggest opportunities and biggest challenges 33 00:02:44.599 --> 00:02:46.599 in front of us. We'll get into that and a lot more with today's 34 00:02:46.639 --> 00:02:50.439 guest, who is kind enough to have me both as a guest and a 35 00:02:50.520 --> 00:02:53.000 host on his own podcast, flip my funnel, which I highly recommend. 36 00:02:53.240 --> 00:02:58.710 He's the cofounder in chief of Angelistic Terminus, the number one rated account based 37 00:02:58.870 --> 00:03:02.909 Marketing Execution Platform, and the leader of the ABM movement. Singing Grumbasher, 38 00:03:04.110 --> 00:03:07.870 welcome to the customer experience podcast. You've done a lot of man. I 39 00:03:07.949 --> 00:03:12.110 remember when you initially started talking about doing your podcast, and now that it's 40 00:03:12.310 --> 00:03:15.259 doing so well, it's pretty awesome to be on it. Yeah, I 41 00:03:15.340 --> 00:03:16.219 mean it's funny when I think about it, you know, I look at 42 00:03:16.259 --> 00:03:19.819 my guest list and I think, wait, I haven't had SA group on 43 00:03:19.900 --> 00:03:23.020 the show yet. It's so welcome for the first time of hopefully many that 44 00:03:23.099 --> 00:03:27.250 and I'm glad we can finally get this done. You know, the best 45 00:03:27.289 --> 00:03:30.370 things in because we engage so much and these as you talked about flip my 46 00:03:30.490 --> 00:03:35.289 funnel. We have gone through, I think, about four hundred episodes or 47 00:03:35.330 --> 00:03:39.009 something now and I constantly think, I think ninety nine percent of the people 48 00:03:39.169 --> 00:03:44.560 that have that we have interviewed on the podcast are my friends and you know, 49 00:03:44.759 --> 00:03:47.479 it almost feels like I'm still not like maybe five or six or someone 50 00:03:47.680 --> 00:03:51.919 who somebody recommended, like or in your cases, when you did it, 51 00:03:52.199 --> 00:03:54.680 you had got Kawasaki on it, and so there are a few that I 52 00:03:54.750 --> 00:04:00.550 don't really have a full grown relationship but but almost every one of them either 53 00:04:00.629 --> 00:04:04.469 I had relationship with or have built relationships after it. So, selfiously, 54 00:04:04.590 --> 00:04:10.060 I feel it's one of the best things from a friendship perspective that I personally 55 00:04:10.099 --> 00:04:12.939 I'm done in the last few years. Yeah, it's awesome. I find 56 00:04:13.020 --> 00:04:15.060 the same joy in and it doesn't surprise me either. I mean just with 57 00:04:15.300 --> 00:04:18.300 with your personality, in the way you approach your work and your life and 58 00:04:18.459 --> 00:04:24.410 your business, it doesn't surprise me at all that you're making long lasting relationships 59 00:04:24.449 --> 00:04:28.930 out of these these podcast conversations. We're going to start here, where we 60 00:04:29.050 --> 00:04:32.930 always start, which is your thoughts around customer experience. When I say saning 61 00:04:32.970 --> 00:04:35.970 room. What is customer experience? May Do you like? What thoughts come 62 00:04:36.050 --> 00:04:41.240 to mind? I think the most immediate thought really for me is that what 63 00:04:41.680 --> 00:04:45.800 what your customers say about it, about you, is your customer experience. 64 00:04:46.079 --> 00:04:48.639 We might say anything and everything about us, like hey, we are the 65 00:04:48.800 --> 00:04:53.670 top dog of this or we the leader in this or whatever, but if 66 00:04:53.709 --> 00:04:57.589 your customers are not saying that or not feeling it, then I think you've 67 00:04:57.589 --> 00:05:00.709 completely missed it. So whatever your customers say is what your customer experience is 68 00:05:01.629 --> 00:05:04.629 so good. I am working on some episodes now that will be, of 69 00:05:04.709 --> 00:05:09.980 course, released before this conversation, and two of them back to back with 70 00:05:10.420 --> 00:05:13.620 with Mike Red Board from hub spot and Dan Gingis, who's the CX and 71 00:05:13.699 --> 00:05:16.500 social media expert. They both talk about what you just offered there, which 72 00:05:16.620 --> 00:05:21.449 is, I'll say, in their words, the customers reality is the reality, 73 00:05:21.490 --> 00:05:26.930 right. There's no sense denying it or creating a counter argument or whatever. 74 00:05:26.970 --> 00:05:30.250 It's whatever they think and feel and say about you is the truth period, 75 00:05:30.370 --> 00:05:33.170 and so you know, we need to engage in it so we can 76 00:05:33.209 --> 00:05:36.879 affect that reality. But there's, you know, your observation there that want. 77 00:05:36.879 --> 00:05:41.560 It's the feelings and the two. It's it's their experience is what matters, 78 00:05:42.240 --> 00:05:44.639 right. And you know what's even interesting? I was talking to our 79 00:05:44.639 --> 00:05:47.480 sales team this morning and we're talking about, oh, they're all excited about 80 00:05:47.519 --> 00:05:53.670 this new feature that we're about to launch at Germanus, and I'm like almost 81 00:05:54.430 --> 00:05:56.589 like I couldn't help myself to say that, Hey, look, we're never 82 00:05:56.629 --> 00:06:00.269 going to have a silver it that solves all of our customers same point. 83 00:06:00.709 --> 00:06:03.459 Think about sales for they're still building sales for so, like you know, 84 00:06:04.060 --> 00:06:08.379 it's never going to be that we have a perfect product. So, in 85 00:06:08.500 --> 00:06:12.620 a way stop. Let's stop obsessing over the next feature for our customers. 86 00:06:12.779 --> 00:06:15.579 Let's start obsessing over the problem that you're drawing to solve and just hone in 87 00:06:15.699 --> 00:06:18.810 on that. Every single day the conversation is not about maybe you just got 88 00:06:18.930 --> 00:06:21.329 this new feature, do you want to take a look at it? It's 89 00:06:21.449 --> 00:06:25.649 the wrong conversation to have. It's like what is your problem? What are 90 00:06:25.649 --> 00:06:28.529 you trying to solve? How can we help? And then maybe that feature 91 00:06:28.610 --> 00:06:32.279 is applicable to them, but don't need with it and I find myself completely 92 00:06:32.399 --> 00:06:36.480 telling this to or sharing that everybody, and I'm curious with your experience and 93 00:06:36.519 --> 00:06:41.959 all the interviews that you've been doing. Is that a common theme? Yeah, 94 00:06:42.040 --> 00:06:45.240 absolutely, and really, you know, my guest turn on flip my 95 00:06:45.319 --> 00:06:47.709 funnel, where you were kind enough to allow me to host a variety conversations 96 00:06:47.870 --> 00:06:50.709 there, started me down that road, and so I know it's the way 97 00:06:50.750 --> 00:06:55.589 that you view the work that you do in the best outcomes you can produce 98 00:06:55.949 --> 00:06:59.870 as a chief evangelist, which is how do I raise up the problem and 99 00:06:59.990 --> 00:07:03.139 not focus on the product? Right? And so that's the higher level concept. 100 00:07:03.220 --> 00:07:08.180 And now what you're doing is operating here at the microcosm of new feature 101 00:07:08.259 --> 00:07:11.980 release and customers. Really let's take a step back from that. What features 102 00:07:11.980 --> 00:07:15.579 are we building and why? Right, how much of the of the CS 103 00:07:15.699 --> 00:07:18.850 feedback, in the sales feedback? You know the I would guess, for 104 00:07:18.970 --> 00:07:23.410 most ASS companies, your sales people, in your CS people, have the 105 00:07:23.529 --> 00:07:27.490 most direct customer communication. And so you know, how do you get that 106 00:07:27.610 --> 00:07:31.439 feedback from customers about not what products, sorry, what features they wish worked 107 00:07:31.480 --> 00:07:35.759 better, work differently or whatever, but what are they actually trying to solve? 108 00:07:35.879 --> 00:07:39.439 What needs? Do they really have it and what are we developing it 109 00:07:39.600 --> 00:07:43.439 and talking about? And so sales, CS, marketing all need to be 110 00:07:43.480 --> 00:07:46.350 aligned. Product ev need to be aligned. We don't want to be talking 111 00:07:46.350 --> 00:07:50.110 about features and benefits until we maybe get to that selection stage where the real 112 00:07:50.189 --> 00:07:55.230 details start to matter, before they commit to your organization, you can start 113 00:07:55.269 --> 00:07:59.699 moving forward toward, you know, impact and solutions, language that you've used 114 00:07:59.819 --> 00:08:03.259 for years and that I really, really like, and that's what I'd love 115 00:08:03.300 --> 00:08:05.459 to be at the hardest conversation because it's kind of the heart of the broader 116 00:08:05.500 --> 00:08:09.579 customer experience conversation here on the show. Is One team. I've seen you 117 00:08:09.699 --> 00:08:13.129 use it as a Hashtag. I don't remember if it was in your first 118 00:08:13.129 --> 00:08:18.569 book account based marketing, but it's definitely in the more recent release that we'll 119 00:08:18.569 --> 00:08:22.689 talk about after this part of the conversation. ABM is be tob talk a 120 00:08:22.730 --> 00:08:24.850 little bit about one team. What's the origin story? How did that come 121 00:08:24.930 --> 00:08:28.600 up inside? Did it start with terminus or is this something you carry with 122 00:08:28.720 --> 00:08:35.399 you from before? Well, it definitely started more at terminus, but the 123 00:08:35.559 --> 00:08:41.750 original story, or the probably scarce that led to that, started away before 124 00:08:41.909 --> 00:08:45.710 right. So I'll I think you know this. It's all quickly share the 125 00:08:45.870 --> 00:08:48.029 story. I was a when I was a running marketing at partout and at 126 00:08:48.070 --> 00:08:54.029 sales force with that puisitions. I remember just hitting every record that month. 127 00:08:54.429 --> 00:08:58.059 My team was excited, we are jumping up and down, we're high fiving, 128 00:08:58.299 --> 00:09:01.820 awesome and I was like feeling really proud of myself and it was really 129 00:09:01.860 --> 00:09:05.259 the number of leads was really the goal at that time for me and my 130 00:09:05.340 --> 00:09:09.820 team and we hit it and we crushed it and the wady. Next morning 131 00:09:09.049 --> 00:09:13.090 my head of sales comes in and he said, dude, that was awesome 132 00:09:13.169 --> 00:09:16.690 with you and your team did. Can you do it a thousand more leads 133 00:09:16.769 --> 00:09:22.289 next month? and to me I just sank in my seat when I was 134 00:09:22.370 --> 00:09:26.799 like literally like buried underneath like fifty foot like below the pyramid or something like 135 00:09:26.919 --> 00:09:31.039 that. Just felt the weight on me like wow, I'm just a coin 136 00:09:31.159 --> 00:09:35.360 operated lead machine over here and we all think that there is this UN like 137 00:09:35.919 --> 00:09:39.629 crazy amount of lead just floating in the space and we just need to go 138 00:09:39.789 --> 00:09:43.429 and plug them out one at a time and just put it in this show 139 00:09:43.470 --> 00:09:48.389 it in this funnel, and nobody's talking about how do we increase pipeline conversion. 140 00:09:48.429 --> 00:09:52.019 Nobody's talking about what what can we do to upsell cross cell and in 141 00:09:52.139 --> 00:09:56.659 my way, if the way I phrase that, is observed our customers to 142 00:09:56.820 --> 00:09:58.860 the new products and stuff that we have, services that we have. So 143 00:09:58.940 --> 00:10:03.700 I just felt that as a really big dagger in the ability to be a 144 00:10:03.860 --> 00:10:09.809 good marketer and that led that was almost the genesis of terminus, because terminus 145 00:10:09.850 --> 00:10:13.850 is based on that philosophy of like less than one percent of the leads running 146 00:10:13.850 --> 00:10:16.809 to customers. That got to be a better way and no matter how big 147 00:10:16.850 --> 00:10:20.330 your market is, there are a finite number of opportunities to this idea that 148 00:10:20.480 --> 00:10:24.320 like every month will just tack on another one hundred, five, hundred Azero 149 00:10:24.559 --> 00:10:30.720 League. It's like that doesn't go forever now and that's the reason why it 150 00:10:30.840 --> 00:10:33.720 is less than one percent because or period of time you just alien and you're 151 00:10:33.879 --> 00:10:37.909 really good customer based by pushing them to download something, pushing them to go 152 00:10:39.029 --> 00:10:41.269 to the web and are pushing them and it's now you're giving the same people 153 00:10:41.389 --> 00:10:46.509 back. And then you have the other problem where sales things that marketing does 154 00:10:46.590 --> 00:10:48.549 not give them good amount of lads right like they don't good quality leads. 155 00:10:48.549 --> 00:10:52.940 Will all these other origin is the same things, like we're treating everybody the 156 00:10:52.019 --> 00:10:56.899 same and we got to change. So this all leads to this idea. 157 00:10:56.299 --> 00:11:01.460 One day when we were actually being doing an offside and there was a challenge, 158 00:11:01.500 --> 00:11:05.409 in a conflict that was happening within sales, marketing and customer success around 159 00:11:05.450 --> 00:11:09.610 certain things, and I remember we just started talking about this idea of like 160 00:11:09.970 --> 00:11:13.610 hey, let's let's think about it as one team. Right, this is 161 00:11:13.690 --> 00:11:18.409 not a marketing problem or sales problem or a customer success problem, this is 162 00:11:18.490 --> 00:11:22.200 a team problem. Anybody, anybody, any customer out there, I guarantee 163 00:11:22.240 --> 00:11:26.279 they would never say, oh, bom bombs are terminus, marketing suck. 164 00:11:26.399 --> 00:11:31.720 They were going to say bombomb or terminus suck, right, like we if 165 00:11:31.759 --> 00:11:35.070 there's something bad. But when, when I don't get any Delta related when 166 00:11:35.110 --> 00:11:39.149 I'm flying and I'm having a bad experience, let's say, and if I 167 00:11:39.269 --> 00:11:41.870 tweet about Delt I'm just going to say Delta Sucks. Right, I'm not 168 00:11:41.950 --> 00:11:46.299 going to say so and so person on that team, on so andso flights 169 00:11:46.299 --> 00:11:50.139 up now. So all we have to own that. We all are to 170 00:11:50.299 --> 00:11:54.299 blame for anything that goes wrong and we have to own it. So there's 171 00:11:54.299 --> 00:11:56.340 a couple of things that come to mind. One is this idea of extreme 172 00:11:56.460 --> 00:12:01.090 ownership. There is old book written by this US Navy Seal Jacko. Fantastic 173 00:12:01.169 --> 00:12:05.730 thing to think about, like we all have to own this experience. And 174 00:12:05.850 --> 00:12:09.009 then so the conflict resulted into US talking about is that how do we better 175 00:12:09.049 --> 00:12:13.490 act as one team? So that led to literally one of our conference room 176 00:12:13.570 --> 00:12:16.360 is called one team, where we have the major board meetings and stuff. 177 00:12:16.600 --> 00:12:20.919 Our sales and marketing meetings are called one team now because we don't want to 178 00:12:20.960 --> 00:12:24.960 talk about sales meeting or marketing meeting, and then ultimately leading to this idea 179 00:12:26.000 --> 00:12:30.029 of note it's actually a good to market team and it's not marketing and sales, 180 00:12:30.149 --> 00:12:33.870 which I always thought it was. It's actually marketing, sales and customer 181 00:12:33.909 --> 00:12:37.909 success. So all that just led to that. This just a better way 182 00:12:37.070 --> 00:12:39.990 to handle the problem once we know that we all are on the hook, 183 00:12:41.230 --> 00:12:43.899 as opposed to just one team. Love it and and so I think that 184 00:12:45.019 --> 00:12:48.620 makes sense. And again that's said as I led this off, because I 185 00:12:48.019 --> 00:12:52.980 believe in it wholeheartedly. This is the greatest opportunity in the greatest challenge we 186 00:12:52.139 --> 00:12:56.779 have. What does it mean? Then like kind of functionally right. So 187 00:12:56.419 --> 00:13:01.090 we still have to go back and have a sales meeting and go back and 188 00:13:01.169 --> 00:13:03.889 have a marketing meeting, go back and have a CS meeting. You know 189 00:13:03.210 --> 00:13:05.529 as well as you can, because I know that you've got one foot in 190 00:13:05.649 --> 00:13:09.009 and one foot out as chief evangelist. You know you're you're in the office, 191 00:13:09.610 --> 00:13:13.639 probably less than you were before. You're in some operations, but a 192 00:13:13.720 --> 00:13:16.720 lot less than before as well. As you can't talk a little bit about 193 00:13:16.720 --> 00:13:20.480 what this looks like functionally? Is there? Are there more cross functional meetings, 194 00:13:20.759 --> 00:13:24.000 or do you now have in the marketing meeting, in addition to the 195 00:13:24.080 --> 00:13:28.669 whole marketing team or some aspect of the marketing team, sales representative and a 196 00:13:28.710 --> 00:13:31.350 customer success representative? Like, how would you know someone's listening to this to 197 00:13:31.429 --> 00:13:33.909 say, yeah, you know, we've been struggling with this, kicking it 198 00:13:33.990 --> 00:13:39.230 around. This sounds awesome. Like from a practical standpoint, what does this 199 00:13:39.389 --> 00:13:43.179 look like? You know it or maybe, based on other organizations, you've 200 00:13:43.220 --> 00:13:46.019 been right when you were at part out and the sales force to acquisition, 201 00:13:46.139 --> 00:13:50.019 like what are you doing differently today? Talk about it from a functional, 202 00:13:50.059 --> 00:13:54.820 practical standpoint. Yeah, that's a great question. Even one of the things 203 00:13:54.860 --> 00:13:58.169 is that I think words matter. If you believe the power of words and 204 00:13:58.330 --> 00:14:01.570 the words we say, you know, the world getting into existence, all 205 00:14:01.570 --> 00:14:05.129 that stuff at the end of the day with the words we use really really 206 00:14:05.210 --> 00:14:07.610 matter, and I started to pay really close attention to that. So things 207 00:14:07.809 --> 00:14:13.279 like not calling it a sales or marketing meeting. It actually matters it is 208 00:14:13.320 --> 00:14:18.279 a revenue meeting or pipeline meeting. So good into that with that idea that 209 00:14:18.559 --> 00:14:22.399 in this meeting were to talk about x. So we're starting to install having 210 00:14:22.440 --> 00:14:26.990 a broader big bang meeting. We're trying to have smaller, very strategy, 211 00:14:28.110 --> 00:14:31.950 quick action Adams, smaller team. So I love what Dave gave hard recently 212 00:14:31.990 --> 00:14:37.470 started to talk about is that don't make decisions about committee, and I think 213 00:14:37.470 --> 00:14:41.299 that's exactly he's exactly right now. So we have now small teams of pods 214 00:14:41.340 --> 00:14:46.139 where Tori, who runs to manage, he works with directly with the as 215 00:14:46.179 --> 00:14:48.340 Dr Leaders and they come up with campaigns and run it. We don't need 216 00:14:48.379 --> 00:14:50.899 to make an announcement around it, if you don't need to have it all 217 00:14:50.980 --> 00:14:54.730 hands around it, we just go do it like it's your job and the 218 00:14:54.809 --> 00:14:58.009 other part. I think if people want to essentially force this, it's going 219 00:14:58.049 --> 00:15:03.210 to be really hard. But if you change the metrics how their measure success 220 00:15:03.330 --> 00:15:07.320 on, you'll automatically see all these changes happening. So they the hard way 221 00:15:07.360 --> 00:15:09.519 to do it is tell everybody what to do. The easy way to do 222 00:15:09.679 --> 00:15:13.519 is to see semmetry and see everybody do it right. So we just have 223 00:15:13.759 --> 00:15:16.639 no lead measurement right. We don't look at number of leads as over goal. 224 00:15:18.159 --> 00:15:22.870 The Marketing Team and bonuses, everything is compensated on the pipeline the revenue 225 00:15:22.909 --> 00:15:28.350 that the company generates. So automatically that's they have to do strategically as well. 226 00:15:28.710 --> 00:15:31.389 But like marketing and sales, they sit next to each other. So 227 00:15:31.669 --> 00:15:33.509 we're not trying to have two different floors. The leaders are all next to 228 00:15:33.590 --> 00:15:37.500 each other. The constantly talking, constantly meeting. So I think we could 229 00:15:37.500 --> 00:15:41.740 do a couple of things internally. If you're really new and starting to get 230 00:15:41.779 --> 00:15:45.940 into it, the two recommendations that would half for everybody is get your Keyp 231 00:15:46.059 --> 00:15:48.740 as aligned. Those are a lying teams. Automatically get a line and, 232 00:15:50.009 --> 00:15:54.889 as much as possible, get them physically closer to each other. I didn't 233 00:15:54.929 --> 00:15:58.090 really think like, Hey, this is remote. Everybody talks about people can 234 00:15:58.129 --> 00:16:02.769 work from anywhere, true, but you can never get over this personal relationship 235 00:16:02.809 --> 00:16:06.519 and connection that you have with the other person. So if you're not in 236 00:16:06.919 --> 00:16:10.480 like in the office and if you're marketing sales teams are different time zones and 237 00:16:10.559 --> 00:16:14.840 stuff, that's okay. Get on zoom and have a video call, not 238 00:16:15.159 --> 00:16:18.470 email over email, email like for that Perspec should never be used. It's 239 00:16:18.590 --> 00:16:22.309 really let's talk about this thing. And maybe the final one, apart from 240 00:16:22.309 --> 00:16:29.029 key Beas and just physical proximity, I would say is just talk about the 241 00:16:29.110 --> 00:16:32.860 results you're getting. One of the best things that happen in the end the 242 00:16:32.940 --> 00:16:34.940 teams story. When he started some of the camp bids of our sales teams, 243 00:16:36.299 --> 00:16:37.899 they would just come up and say every week they would report on it 244 00:16:37.980 --> 00:16:41.740 and say, Hey, here's what we work, here's what Bein work, 245 00:16:41.940 --> 00:16:45.340 is what we work here and going fort and so now everybody has trusted in 246 00:16:45.419 --> 00:16:48.649 them that, hey, they're testing that trying the working together. It's they're 247 00:16:48.730 --> 00:16:52.769 all jumping on Eg you know all and making sure things are happening. So 248 00:16:52.169 --> 00:16:56.769 creating the momentum and trust, I think, really moves the needle. So 249 00:16:56.929 --> 00:17:00.889 good for anyone listening that this always happens to me as a podcast listening. 250 00:17:00.970 --> 00:17:03.880 I like I want to like take notes, so either hit that thirty second 251 00:17:03.960 --> 00:17:07.039 back a few times, because there were a few really good takeaways there and 252 00:17:07.079 --> 00:17:11.759 you did nice job summarizing them as well and then adding on that bonus idea. 253 00:17:11.200 --> 00:17:17.109 In addition, you can visit Bombombcom podcast. We do summaries and overviews 254 00:17:17.150 --> 00:17:19.190 of every single one of these episodes and so it's there's one you want to 255 00:17:19.190 --> 00:17:23.470 go deeper on, you can always go visit Bombombcom podcast when we break out 256 00:17:23.589 --> 00:17:27.430 little frameworks that smart folks like you offer saying room. So thank you for 257 00:17:27.549 --> 00:17:30.220 that. It also makes me even think about just going all the way back 258 00:17:30.259 --> 00:17:33.900 to the beginning, your first idea there. It makes me think about not 259 00:17:34.099 --> 00:17:40.019 just these cross functional meetings but almost every meeting we have where, you know, 260 00:17:40.220 --> 00:17:42.579 we do daily stand ups. We just did a Monday. Monday morning 261 00:17:44.099 --> 00:17:47.329 we do a stand up within the marketing team and we just kind of do 262 00:17:47.410 --> 00:17:51.609 a quick once around on what went well last week, highlights of the week, 263 00:17:51.690 --> 00:17:55.329 successes, what's our number one thing each of us is focused on for 264 00:17:55.410 --> 00:17:59.400 this week, and then any concerns or road blocks or anything that anyone needs 265 00:17:59.440 --> 00:18:00.960 help with them, we just use a quick once around and we doesn't really 266 00:18:00.960 --> 00:18:04.920 have a name and I think if we were more intentional about naming it that 267 00:18:06.000 --> 00:18:07.880 it would have even more kind of power behind it, even though, any 268 00:18:08.000 --> 00:18:11.519 I take it back that that is also still a cross functional meeting. We 269 00:18:11.680 --> 00:18:18.150 bring in folks from from design, we bring in folks from Cs and I 270 00:18:18.230 --> 00:18:21.789 don't think we have sales in the room anyway. Really good stuff there and 271 00:18:21.950 --> 00:18:26.069 in the power of naming it, naming past power. Like you think about 272 00:18:26.180 --> 00:18:30.019 category building and I think a lot of times you think that was big. 273 00:18:30.420 --> 00:18:33.740 You know that's a big things to name. That is good, man. 274 00:18:33.980 --> 00:18:38.299 I feel I spend so much time, honestly, on naming things and writing 275 00:18:38.660 --> 00:18:42.329 stuff today than I ever did before, and I feel like it's way more 276 00:18:42.369 --> 00:18:47.369 important today than ever before because everybody's getting a whole bunch of Shit in their 277 00:18:47.450 --> 00:18:52.329 inbox all day along. So what emails us to send? I really really 278 00:18:52.450 --> 00:18:56.599 pay attention to what subject lents I use in the in totally emails. I 279 00:18:56.720 --> 00:19:00.920 actually think about that and I never thought about it and it's not because like 280 00:19:00.079 --> 00:19:03.880 I'm trying to one up any other I'm just like I want to be intentional 281 00:19:03.920 --> 00:19:07.920 about it and if I send something, I want people to pay attention to 282 00:19:07.119 --> 00:19:10.710 it, and if I set up a meeting, it has to have a 283 00:19:10.990 --> 00:19:14.430 impact result. As matter of fact, I've stopped recurring meetings that are completely 284 00:19:14.950 --> 00:19:18.829 the meetings that I want to be part of our always short. They like 285 00:19:18.990 --> 00:19:22.710 twenty five minutes, are like that, twenty five or fifteen minutes, and 286 00:19:22.869 --> 00:19:26.059 then in those meetings, all these meetings are no more than a month or 287 00:19:26.099 --> 00:19:29.019 month and a half long. There's no recurring meeting right now, and the 288 00:19:29.140 --> 00:19:33.180 reason I started doing that is because I started to notice that this snack that 289 00:19:33.259 --> 00:19:36.779 we get into it like, okay, this is a standard thing and we're 290 00:19:36.819 --> 00:19:38.849 going to go go into I'm like, no, it's a project, we're 291 00:19:38.890 --> 00:19:42.250 going to talk about projects. So I've gone the reverse way. Have Gone 292 00:19:42.329 --> 00:19:47.089 from a lot of recurring meetings that kempt things going and it was more of 293 00:19:47.289 --> 00:19:49.410 like I needed to know what's going on, or my leader needed to know 294 00:19:49.529 --> 00:19:52.880 what's going on, to these meetings of like we don't get shit done, 295 00:19:53.200 --> 00:19:56.559 so we're going to have a project plan, we're going to have clear owners, 296 00:19:56.920 --> 00:20:00.759 whoever owns that meeting, and then they they are the owner of that. 297 00:20:00.839 --> 00:20:03.119 This is not like we can talk in a coffee table if you want 298 00:20:03.119 --> 00:20:07.549 to talk about how the day was. This is about really enforcing ourselves and 299 00:20:07.630 --> 00:20:11.710 pulling us together and being intentioned about every minute of this conversation. I'm going 300 00:20:11.750 --> 00:20:14.990 to conversation is done, go have a coffee with somebody. That's totally cool, 301 00:20:15.230 --> 00:20:18.869 but this is so important to the naming of it, the timing of 302 00:20:18.029 --> 00:20:22.619 it, the the idea of it and the time from of it. I'm 303 00:20:22.660 --> 00:20:26.859 starting to pay way more attention to those things, just from productivity perspective and 304 00:20:26.220 --> 00:20:30.700 getting things done perspective than ever before me and my calendar just opened up. 305 00:20:30.859 --> 00:20:37.089 I'm so excited about this. Literally, is a letting go kind of thing, 306 00:20:37.329 --> 00:20:41.410 right, like giving up for letting go thing. Some bad back is 307 00:20:41.450 --> 00:20:45.250 like you have to let God, have to let go of these ongoing product 308 00:20:45.289 --> 00:20:48.289 meetings, ongoing marketing meetings on, like nobody needs me, and if there's 309 00:20:48.329 --> 00:20:51.720 somebody needs it, there is an action atom for me. Somebody is going 310 00:20:51.759 --> 00:20:53.279 to call me and they don't my number. Whatever. I need to be 311 00:20:53.400 --> 00:20:56.680 part of things that actually going to get solved done. I don't need anything 312 00:20:56.799 --> 00:21:00.160 more than a month or two because after that it's a phase too. That's 313 00:21:00.240 --> 00:21:04.190 called the meeting phase. To phase three. Face for the new energy. 314 00:21:04.309 --> 00:21:07.309 There's new excitement, there's maybe a new set of people that need to be 315 00:21:07.670 --> 00:21:11.269 some of the people don't need to be the meetings. We all know who 316 00:21:11.349 --> 00:21:15.069 those are. Sometimes it's us. So we need to talk moving it around. 317 00:21:15.109 --> 00:21:18.470 Yeah, so good, and it's your point of like letting go. 318 00:21:18.579 --> 00:21:21.619 It can be really difficult because we think will people need me? I need 319 00:21:21.700 --> 00:21:23.539 to be needed. I'm the kind of personality that I need to be needed 320 00:21:25.180 --> 00:21:27.380 mute if it feels really good. You know, I don't know always need 321 00:21:27.420 --> 00:21:30.339 it, but it feels good right. And so this idea of like they're 322 00:21:30.339 --> 00:21:33.650 going to be fine without me, you know, or or you know. 323 00:21:33.809 --> 00:21:37.369 We did four meetings over the last three and a half weeks and now they're 324 00:21:37.410 --> 00:21:41.210 often running and we'll reconnect next quarter and see how see what they learned in 325 00:21:41.250 --> 00:21:45.769 that window of you know, we got this thing off the ground. It's 326 00:21:45.769 --> 00:21:48.640 flying and we'll check back in at it in a little bit. Let's go 327 00:21:48.759 --> 00:21:52.279 back to language, the importance of language. You've mentioned kind of category creation. 328 00:21:52.799 --> 00:21:59.880 Obviously you and your team have been critical and in defining and evolving ABM, 329 00:21:59.960 --> 00:22:03.190 account based marketing. For anyone listening who might not be familiar with ABM, 330 00:22:03.309 --> 00:22:07.509 just give a quick drive by on on account based marketing and you already 331 00:22:07.509 --> 00:22:11.630 have a little bit. But be really explicit. Yeah, sure, so 332 00:22:11.069 --> 00:22:15.900 abm do anybody doesn't know, is really focused on the accounts that you can 333 00:22:17.019 --> 00:22:21.460 serve the best period. So if you are a financial services company to day 334 00:22:21.660 --> 00:22:26.180 targeting fortune five hundred, guess what, you only have five hundred potential accounts 335 00:22:26.180 --> 00:22:30.049 to target. And within that, if there are fifty fortune five hundred financial 336 00:22:30.049 --> 00:22:33.170 services and that's that's fifty. And if you're spending money, time, energy, 337 00:22:33.250 --> 00:22:38.170 resource says on writing blogs and getting people on that are not from these 338 00:22:38.210 --> 00:22:42.410 fifty accounts, you're wasting your company's time, money, energy and resources. 339 00:22:42.529 --> 00:22:45.680 So I contass marketing, I think, said Goot and on one of the 340 00:22:45.880 --> 00:22:49.559 one of our interviews said it best. We all believe, I want to 341 00:22:49.640 --> 00:22:56.039 believe, that we live in this this this micro wall right, but it 342 00:22:56.160 --> 00:22:57.990 was our macro world. But we really are in a micro world. Be 343 00:22:59.109 --> 00:23:03.150 Like we every one of us have really small segments that need to go after 344 00:23:03.309 --> 00:23:06.950 and your small segment may be really big for somebody else, but it's still 345 00:23:06.950 --> 00:23:11.150 small. You still if unless you're selling Nike shoes, you should know exactly 346 00:23:11.230 --> 00:23:12.619 who you're selling to. If not, go back to the drawing board. 347 00:23:12.619 --> 00:23:17.740 And that's really what ABM is and and has been phenomenal to just see and 348 00:23:17.859 --> 00:23:22.779 grow in the last four years. Everybody Logan with sweet fish here. I 349 00:23:22.900 --> 00:23:26.059 had to take just a second today to share with you another podcast that in 350 00:23:26.170 --> 00:23:33.210 my regular listening rotation. The sales engagement podcast has some great interviews and you 351 00:23:33.410 --> 00:23:37.809 pick up a lot of best practices from revenue leaders that are doing the job 352 00:23:37.849 --> 00:23:41.359 day in and day out. I've picked up so much learning from other sales 353 00:23:41.359 --> 00:23:45.960 leaders that are featured on the show. One of my favorites is seven things 354 00:23:45.200 --> 00:23:52.480 marketing wish sales knew about nurturing leads. So check out the sales engagement podcast. 355 00:23:52.640 --> 00:23:55.039 Wherever you do, you're listening and by the way, if you're not 356 00:23:55.119 --> 00:23:57.630 following Scott Parker on Linkedin, you should do that too. All right, 357 00:23:59.390 --> 00:24:03.430 let's get back to the show. Let's talk a little bit about the book, 358 00:24:03.470 --> 00:24:07.950 and then I just instantly had like three questions that that just say you 359 00:24:07.029 --> 00:24:11.900 know theoretical things, but so you wrote the original book account based marketing. 360 00:24:11.980 --> 00:24:15.099 What like four or five years ago. Yeah, it will. I started 361 00:24:15.180 --> 00:24:19.019 writing it when we when we started the company about two thousand and fifteen and 362 00:24:19.940 --> 00:24:23.609 we published in two thousand and sixteen with Wiley's in twenty. Like you, 363 00:24:23.690 --> 00:24:26.769 I kind of market for dummies and you know, now getting the second book 364 00:24:26.769 --> 00:24:30.769 has been a really interesting experience. Yeah, so what was this to the 365 00:24:30.849 --> 00:24:34.089 new book is ABM, ISB Tob talk a little bit about the title. 366 00:24:34.289 --> 00:24:40.000 In what led up to it. My publisher was was really upset. He's 367 00:24:40.039 --> 00:24:44.119 like, I've never seen somebody have a title that has two acronyms in three 368 00:24:44.200 --> 00:24:45.839 words. Like, you know, nobody's going to ever buy this book. 369 00:24:45.839 --> 00:24:49.559 I'm like, exactly, this book is not for everybody. I'm not trying 370 00:24:49.599 --> 00:24:52.549 to be in you, oktime best seller. I'm I just want that are 371 00:24:52.630 --> 00:24:57.589 five, six thousand people companies out there that we believe our we can serve 372 00:24:57.670 --> 00:25:02.470 the best as a company and the industry as overall. I want them to 373 00:25:02.630 --> 00:25:04.190 have this book and if they don't know what I'm talking about, they I 374 00:25:04.230 --> 00:25:08.140 don't want to waste money on shipping. So in general, this book is 375 00:25:08.220 --> 00:25:14.500 also a form of ABM. Specifically, is like not worrying about trying to 376 00:25:14.539 --> 00:25:18.579 be the same for everybody or being cute for everybody, being very specific about 377 00:25:18.579 --> 00:25:22.490 your try to get audience. So the first book when I road eat, 378 00:25:22.609 --> 00:25:27.849 and I think my whole philosophy at that time was that ADM is about creating 379 00:25:27.849 --> 00:25:33.930 a better mouse trap, a better acquisition channel. And as the years fast 380 00:25:33.049 --> 00:25:37.440 on, I realize that companies are doing better job of pipeline velocity. As 381 00:25:37.440 --> 00:25:41.759 a matter of fact, I've lately started to talk about that. Most companies 382 00:25:41.799 --> 00:25:45.359 don't have a demand problem, which people like what are talking about. I. 383 00:25:45.200 --> 00:25:48.240 We need lead, we need demand. No, you don't, because 384 00:25:48.519 --> 00:25:52.230 you whatever you have is fine. If you can increase your pipeline by two 385 00:25:52.390 --> 00:25:56.309 to three percent, you don't need that much to men on the top. 386 00:25:56.470 --> 00:25:59.910 You need to create more conversion rates. But people don't think about her. 387 00:25:59.910 --> 00:26:02.509 Talk about that, and that's what sales and marketing, one team, really 388 00:26:02.549 --> 00:26:07.420 make matters. And then last year I saw this tremendous move, and one 389 00:26:07.460 --> 00:26:10.940 of the stories I write about in the book is from Thomson Writers. They 390 00:26:11.019 --> 00:26:15.460 had about ninety five percent and wouldn't rate on their extension deals. Now, 391 00:26:15.940 --> 00:26:18.849 I know people don't believe when I say that because that's unheard of, but 392 00:26:19.289 --> 00:26:22.250 Julian. She has been on the podcast. I made sure the legal team 393 00:26:22.289 --> 00:26:26.130 reviewed it and made sure it's in the book. I even made sure that 394 00:26:26.250 --> 00:26:29.609 she is with me so people not it's not a fictitious character in the last 395 00:26:29.650 --> 00:26:33.799 conference because it is such an incredibly amazing story. But the own reasons is 396 00:26:33.920 --> 00:26:37.079 able to do that was because you focused on those two fifty eight counts for 397 00:26:37.359 --> 00:26:41.279 expanding deals in it. And the now, obviously she's getting promoted and and 398 00:26:41.400 --> 00:26:45.680 they have bigger goals and whatnot. All that to say that led to this 399 00:26:47.269 --> 00:26:51.150 big when I was literally in this room I was writing all the names of 400 00:26:51.269 --> 00:26:53.230 all the different things that we could have for this book, I called in 401 00:26:53.349 --> 00:26:57.109 my sales team, Stewart and Ryan, and they walked in and I showed 402 00:26:57.150 --> 00:27:00.430 them the wholest of thing. I literally would like wrap people and bringing like 403 00:27:00.500 --> 00:27:03.380 a tell me what you think about this stuff, and they're saying, man, 404 00:27:04.180 --> 00:27:08.420 this is just betb this is just better marketing sales. I'm like you 405 00:27:08.500 --> 00:27:11.980 guys are so right, and that's when the title Abim is be tob was 406 00:27:12.059 --> 00:27:17.410 born from to sales people who are on the front lines with think this is 407 00:27:17.490 --> 00:27:19.369 better marketing and sales. So I wanted to be the first one to write 408 00:27:19.369 --> 00:27:22.890 a book on ABM and I want to be the first one to be on 409 00:27:22.970 --> 00:27:26.410 the record to say abium is bigger than now just ABM and MARAC position. 410 00:27:26.569 --> 00:27:30.680 It's actually across the board go to market strategy. Love it and it is 411 00:27:30.759 --> 00:27:36.079 in your point of it being an exercise in ABM itself. If you look 412 00:27:36.079 --> 00:27:37.480 at a title and says ABM is be to be and you say, Guy, 413 00:27:37.519 --> 00:27:41.319 I don't know what that means. That books not for you and everyone 414 00:27:41.400 --> 00:27:45.150 should be okay with that. So you talk. I'm going to get into 415 00:27:45.150 --> 00:27:48.349 a couple practical things. So so, so folks get some takeaway here, 416 00:27:48.390 --> 00:27:51.710 besides picking up the book. I did a video review the book. It's 417 00:27:51.789 --> 00:27:55.750 just outstanding. I won't I won't make you blush on the podcast for those 418 00:27:55.869 --> 00:27:59.740 you're watching video clips today, was it's just excellent. I think you're absolutely 419 00:27:59.740 --> 00:28:04.779 right. This is the current best practice organized in one convenient package. It's 420 00:28:04.779 --> 00:28:07.180 beautiful, by the way. It feels great in the hand. As part 421 00:28:07.220 --> 00:28:11.660 of my review as well just as a physical product it feels great, but 422 00:28:11.740 --> 00:28:15.970 it's loaded with great information and stories. So for those of us who are 423 00:28:15.289 --> 00:28:21.769 still have one foot in the can you increase leads by twenty two percent this 424 00:28:21.970 --> 00:28:25.569 month? We have the leads forwardcast and it's based on how we did last 425 00:28:25.569 --> 00:28:29.119 year plus x percent growth. And you know we're going to we're going to 426 00:28:29.160 --> 00:28:33.319 keep some of these conversion rates along held steady in our forecasting and projections right. 427 00:28:33.559 --> 00:28:37.079 So people have the step in the old world who also have a footneat 428 00:28:37.160 --> 00:28:41.240 in the new world that you've drawn out. You have a nice like evolution 429 00:28:41.400 --> 00:28:45.470 chart from you know, essentially just to dumb it down, old fashioned marketing 430 00:28:45.589 --> 00:28:49.630 to today's state of affairs with with full and proper ABM. You know, 431 00:28:49.710 --> 00:28:52.750 what are a few key things you see with, you know, a company 432 00:28:52.869 --> 00:28:57.299 like ours? That is we're doing some of both. There's a lot of 433 00:28:57.500 --> 00:29:03.380 emotional and cognitive investment in the new world and and some progress there, but 434 00:29:03.460 --> 00:29:07.980 there's also still some legacy stuff and frankly we're straddling the line to I mean 435 00:29:08.339 --> 00:29:11.490 some of our go to market is still a little bit of a bedesy strategy 436 00:29:11.890 --> 00:29:15.809 because we we are a volume play. On like some other like your company. 437 00:29:17.170 --> 00:29:21.289 You don't need forty fivezero customers. You'd probably take them if they were 438 00:29:21.329 --> 00:29:23.319 the right ones. In time, like when the whole world is looks difficult 439 00:29:23.359 --> 00:29:27.279 today. But it's funny you say that, but I think most companies business 440 00:29:27.400 --> 00:29:32.480 would break if they have more customers to handle them. And I know people 441 00:29:32.519 --> 00:29:36.799 say, oh well, it's a good problem to have no pension issues, 442 00:29:37.079 --> 00:29:40.430 you have gross margin issues. I mean you just don't understand business. Then 443 00:29:40.470 --> 00:29:44.109 if people said, I know, that's our problem solved. No, there 444 00:29:44.190 --> 00:29:47.990 reads to be a proper investment on both sides of it. So I'm not 445 00:29:48.109 --> 00:29:52.710 a beginning for lesser grow I'm at advocating for a fision growth and I think 446 00:29:52.750 --> 00:29:56.420 that's what valuation of companies go up when you have efficient growth, not just 447 00:29:56.940 --> 00:30:02.220 crazy growth at the top and a really bad retention challenge. So I means 448 00:30:02.299 --> 00:30:04.660 you kind of sum it all that stuff eten to and then too really your 449 00:30:04.700 --> 00:30:08.130 bigger, bigger point over here is that I think, if that I've never 450 00:30:08.250 --> 00:30:11.769 said that, hey, you should stop Lee Generation. In a sense you 451 00:30:12.049 --> 00:30:15.769 need to stop regeneration that doesn't drive revenue. Is really the ultimate goal. 452 00:30:15.809 --> 00:30:21.049 And the way you do that is is if you are an organization where your 453 00:30:21.089 --> 00:30:23.480 sale estem is not falling on your leads, you got a problem that you 454 00:30:23.599 --> 00:30:26.960 have to solve for regardless of you do abim or not. Now, if 455 00:30:27.039 --> 00:30:30.160 you are doing abm, I think what it can really help you do is 456 00:30:30.240 --> 00:30:34.400 use you can literally end. The word that I would give everybody powerful words 457 00:30:34.829 --> 00:30:38.349 is I'm going to just do an experiment in my company. I'm just going 458 00:30:38.430 --> 00:30:42.630 to pick two sales people that are but I'm buddies with, and say that, 459 00:30:42.789 --> 00:30:48.029 all right, Julie and Sally. I'm going to work with Julian Sally 460 00:30:48.069 --> 00:30:49.900 and say, both of you, I'm gonna come up with what are your 461 00:30:49.940 --> 00:30:53.220 top twenty accounts that you want to close this month or at the score, 462 00:30:53.339 --> 00:30:56.819 because your job depends on it, and they're going to say, all right, 463 00:30:56.819 --> 00:30:59.619 here's a Listrou they know what those forty accounts are. You don't even 464 00:30:59.619 --> 00:31:02.819 have to run a report on that. And then you said, all right, 465 00:31:02.819 --> 00:31:04.170 I'm going to figure out what to do with this, with the all 466 00:31:04.210 --> 00:31:07.250 right, you look at those twenty accounts and they say, Oh, I'll 467 00:31:07.329 --> 00:31:11.609 these twenty plus, twenty, forty accounts. Ten of them are in Boston. 468 00:31:11.650 --> 00:31:15.130 Let's just do a dinner in Boston and then fly you guys and then 469 00:31:15.250 --> 00:31:18.240 have the conversation with peers and our customers. There are some customers there do 470 00:31:18.440 --> 00:31:23.400 that right, or say, oh, fifteen of them are in industrial engineering 471 00:31:23.480 --> 00:31:26.680 or something like that. All right, let's just say our existing ebook and 472 00:31:26.920 --> 00:31:32.680 turn that into industrial engineering oriented ebooks so that they can send this to them 473 00:31:32.720 --> 00:31:36.710 very specifically, so that they feel like the value and we care about them 474 00:31:36.750 --> 00:31:40.430 and all that stuff. You start looking at all these different elements, which 475 00:31:40.470 --> 00:31:44.470 essentially means you don't go and say I'M gonna run three blogs a month, 476 00:31:44.509 --> 00:31:47.299 a week, I'm going to do two Webin ors a month, I'm going 477 00:31:47.339 --> 00:31:49.420 to do one white paper, to throw that out and come back to the 478 00:31:49.500 --> 00:31:53.339 salesman saying these are your forty deals that you want to close and we're going 479 00:31:53.380 --> 00:31:57.140 to find a way from all these many of options which one makes sense and 480 00:31:57.500 --> 00:32:01.569 have those ways done for you. You do that for thirty days. I 481 00:32:01.769 --> 00:32:06.849 promise you that they will go, assuming they have success, and I have 482 00:32:06.970 --> 00:32:08.970 no doubt reasonable to believe they won't, because I've seen this work so many 483 00:32:09.009 --> 00:32:13.490 times. They will go and tell the entire sales team like look, what 484 00:32:13.650 --> 00:32:15.160 happened. This is why I crossed my quote of this mother, this quorter. 485 00:32:15.640 --> 00:32:20.279 Guess what, because you ran that experiment. Now the sales here is 486 00:32:20.319 --> 00:32:22.279 going to come and say, instead of asking for leads, he or she 487 00:32:22.400 --> 00:32:25.039 will going to come ask to you for saying can you do that for the 488 00:32:25.079 --> 00:32:29.799 rest of my team? Now you got a conversation at the executive team going 489 00:32:29.960 --> 00:32:31.869 that says, how do we give marketing more budget to do that? Right, 490 00:32:31.910 --> 00:32:36.150 so you change the conversation. And I don't know who said this, 491 00:32:36.470 --> 00:32:39.750 but if you're okay not taking credit for it and letting others, which your 492 00:32:39.789 --> 00:32:44.819 sales team, take credit for it, you can do anything, anything possible. 493 00:32:44.859 --> 00:32:47.500 So I challenge everybody to think of about this in a different ways, 494 00:32:47.539 --> 00:32:51.779 sort of saying this is a marketing initiative. No, work with your sales 495 00:32:51.819 --> 00:32:53.779 team. Nobody even has to have to know that you're doing this. Go 496 00:32:54.059 --> 00:32:58.730 and work with you to sales team and start working on the deals that matter 497 00:32:58.890 --> 00:33:01.849 to them. Everything else changes automatically the next thirty days. So good, 498 00:33:01.890 --> 00:33:06.569 which ties back to where you open, which is this is all about aligning 499 00:33:06.690 --> 00:33:09.089 with the revenue goal, which is I mean that is the point. Like 500 00:33:09.849 --> 00:33:13.359 what a customers do you do want? How can we organize around that? 501 00:33:13.480 --> 00:33:15.680 Who Do we actually serve best, and how can we best reach those people 502 00:33:15.680 --> 00:33:21.200 in an efficient manner? It reminds me of it's just general. I don't 503 00:33:21.200 --> 00:33:22.640 know if I ran into it when I was working on an NBA or somewhere 504 00:33:22.640 --> 00:33:27.869 else, but the research around one of the biggest challenges is defining the problem. 505 00:33:27.910 --> 00:33:31.269 I think so many people are looking for where to apply solutions but they 506 00:33:31.309 --> 00:33:35.309 haven't done the homework of defining the problem, and so that's what you were 507 00:33:35.349 --> 00:33:37.470 made making me think of. Here's the problem is. I have these twenty 508 00:33:37.470 --> 00:33:40.579 accounts and I need to move them forward at at you know, some are 509 00:33:40.619 --> 00:33:43.539 at the stage, somewhere at the stage, some or at this stage, 510 00:33:43.539 --> 00:33:45.660 and you move all twenty of these deals forward and then marketing roles in and 511 00:33:45.740 --> 00:33:49.940 says, okay, we will help you move those forward. And so we're 512 00:33:49.940 --> 00:33:53.460 going to divide, we're going to we're going to define activities and execute activities 513 00:33:54.180 --> 00:33:59.210 based around this very specific we've defined the problem. The problem is there's not 514 00:33:59.250 --> 00:34:01.730 enough velocity. Right here is opposed to you know, I've been in teams 515 00:34:01.769 --> 00:34:06.130 and I've even done it myself, where we're just doing things that we assigned 516 00:34:06.170 --> 00:34:10.840 ourselves and hoping that sales finds value in it. Yeah, it's just hard 517 00:34:12.559 --> 00:34:15.159 and it's super, super powerful. I mean I was going to ask you 518 00:34:15.199 --> 00:34:17.039 about the power of the alignment and when we were talking about one team. 519 00:34:17.119 --> 00:34:22.599 But it should be very apparent that it's all around efficiency of revenue and how 520 00:34:22.679 --> 00:34:25.190 to best serve the customer. I got a couple more things I want to 521 00:34:25.230 --> 00:34:28.789 ask about. One of them is book related, and I think you'll enjoy 522 00:34:28.869 --> 00:34:34.429 this this part of the conversation. New Story is an organization that all of 523 00:34:34.550 --> 00:34:37.469 the proceeds of a BMSB Tob are going to support. I'm going to give 524 00:34:37.469 --> 00:34:42.179 you the opportunity to talk about who is new story, what are they doing 525 00:34:42.500 --> 00:34:46.260 and why did you commit this way, with your motivation to support the organization 526 00:34:46.380 --> 00:34:50.179 to the book. And thanks you, then, for because I think that 527 00:34:50.300 --> 00:34:52.530 problem. You're right. I'll totally enjoy the next five DN. You know 528 00:34:52.769 --> 00:34:55.889 seconds that you give me on this thing, because it's it's very close to 529 00:34:55.969 --> 00:35:00.650 my heart. So I meant Brett, who's a CEO and Co founder off 530 00:35:00.809 --> 00:35:05.289 new story. They're based in Atlanta and San Francisco and it was really interesting. 531 00:35:05.889 --> 00:35:10.400 I'm never felt me drawn to one type of charity or the other. 532 00:35:10.880 --> 00:35:14.480 If somebody asked me for money, I'll do it. Other do it from 533 00:35:14.480 --> 00:35:17.159 my church. I like it just sat but beyond that I never understood or 534 00:35:17.239 --> 00:35:21.159 valid and all this stuff like, oh my goodness, what am I doing? 535 00:35:21.239 --> 00:35:24.510 I'm talking about marketing. And then people over here are get you know, 536 00:35:24.789 --> 00:35:28.949 dreading like charity, water and stuff like even they're doing so many amazing 537 00:35:28.989 --> 00:35:32.030 things. I almost felt like whatever I'm doing is absolutely worthless, like it 538 00:35:32.230 --> 00:35:37.260 has no value, like you know whatsoever. We make software that I can't 539 00:35:37.260 --> 00:35:40.059 even touch. So you know, it's that like valueless sometimes, and it 540 00:35:40.139 --> 00:35:44.739 does feel like that sometimes. It just just how it is, even though 541 00:35:44.900 --> 00:35:47.260 you know obviously there are people their jobs and their businesses run and lives are 542 00:35:47.300 --> 00:35:52.210 supported from it, but sometimes you just want to touch it tangibly, right, 543 00:35:52.809 --> 00:35:54.769 and when I met bread, I felt like his story of the fact 544 00:35:54.849 --> 00:36:00.449 that when he was out there in a couple of like in Mexico and some 545 00:36:00.570 --> 00:36:05.559 other places, he just saw that people didn't have homes and we both we 546 00:36:05.679 --> 00:36:09.840 take for granted over here, and and he just had this dream of building 547 00:36:09.920 --> 00:36:15.599 communities of houses, not one house but a community. And what was really 548 00:36:15.679 --> 00:36:21.150 interesting is they're doing it using d printer, so they can literally build hundred 549 00:36:21.230 --> 00:36:24.110 houses in hundred days and something that they want as a y combinator, so 550 00:36:24.309 --> 00:36:29.590 to say, nonprofit that has d printing houses. They have one one kind 551 00:36:29.590 --> 00:36:32.460 of built in Austin as a prototype and now they're going to build communities all 552 00:36:32.579 --> 00:36:36.820 over the place. Like Tony Robbins, a lot of other people have been 553 00:36:37.019 --> 00:36:38.860 putting money into this. A lot of the tech founders that I know are 554 00:36:38.860 --> 00:36:43.659 already investors in them are giving the money to do a whole bunch of things. 555 00:36:43.860 --> 00:36:46.139 So love the fact that it has technology and not just any other like 556 00:36:46.250 --> 00:36:50.449 raise money kind of thing. And the second part of it is they're a 557 00:36:50.530 --> 00:36:55.170 hundred percent new to charity water kind of business model, which is all the 558 00:36:55.289 --> 00:37:00.250 money that they we are raising for them will go to this cause and their 559 00:37:00.250 --> 00:37:05.360 operating cost is funded by fabers like me and others who are just giving the 560 00:37:05.400 --> 00:37:08.199 operational cost of it right. So I love the part that the hundred percent 561 00:37:08.199 --> 00:37:12.360 of the money that will go from the proceeds or the reviews for the books 562 00:37:12.440 --> 00:37:15.150 will go directly to them and that will go directly to the people who are 563 00:37:15.230 --> 00:37:19.070 in need, as opposed to like all the Weill just to go cause that 564 00:37:19.150 --> 00:37:22.909 comes with it. So anyhow, I'm just I felt that, man, 565 00:37:22.190 --> 00:37:24.510 look, this is not going to be a new ORP. Time best setter 566 00:37:24.550 --> 00:37:28.949 book and stuff. I wish you could in some ways book. You're very 567 00:37:28.989 --> 00:37:32.099 folks and targeted. If nothing else, I would agree, awareness for them 568 00:37:32.539 --> 00:37:36.780 in the tech community, and that's really my hope and gold with that. 569 00:37:37.260 --> 00:37:40.099 It's awesome. I love the I love the multiple layers there and actually sets 570 00:37:40.139 --> 00:37:44.849 up kind of the last thing that I wanted to get to before a standard 571 00:37:44.889 --> 00:37:46.849 close that I think you'll also enjoy, just because, knowing the kind of 572 00:37:46.929 --> 00:37:50.650 purse you are, I think you'll enjoy the closing questions, which is the 573 00:37:50.730 --> 00:37:53.010 community element, right, and so it's not just we're going to pick this 574 00:37:53.130 --> 00:37:57.010 family and build this house or we're going to take this plot of land and 575 00:37:57.090 --> 00:38:01.000 put a house on it, which is also awesome and equally valid in its 576 00:38:01.039 --> 00:38:06.320 own way, but this idea of building community, in the value of community. 577 00:38:06.400 --> 00:38:09.320 And so you know, one of the things that you're wellknown for saying 578 00:38:09.880 --> 00:38:15.269 is without a community, or just a commodity. So talk about build that 579 00:38:15.389 --> 00:38:20.630 bridge from you know, the communities that new story are building and the communities 580 00:38:20.670 --> 00:38:25.750 around thoughts and ideas and practices as regard abm, terminus, etc. Talk 581 00:38:25.750 --> 00:38:30.420 a little bit about community versus commodity and in a marketplace type of way. 582 00:38:30.099 --> 00:38:34.619 Yeah, in a human way. Yeah. Well, so I literally just 583 00:38:34.860 --> 00:38:40.019 finished reading Tony, who is the CEOS Appos, his book on delivering happiness 584 00:38:40.690 --> 00:38:45.570 and he attributed all the success as and it's like twenty years now. People 585 00:38:45.730 --> 00:38:49.090 there. It's a long time. You think about it. Twenty years, 586 00:38:49.090 --> 00:38:53.250 right, and the end of ten years is when Zappos was acquired by Amazon. 587 00:38:53.449 --> 00:38:59.039 So and he continues to be the CEO Zappos and now it's about twenty 588 00:38:59.079 --> 00:39:02.599 years. So really good story to think about this. Clearly fundamentals, they're 589 00:39:02.920 --> 00:39:07.920 not somebody's hopping around. And in his book attributes the entire success of his 590 00:39:08.480 --> 00:39:14.230 come his growth of the company to three things, which is brand, and 591 00:39:14.349 --> 00:39:17.630 very clearly defined as best customer service, so something that I think your audience 592 00:39:17.670 --> 00:39:22.510 would absolutely love. Number two was culture, and he defined that as delivering 593 00:39:22.670 --> 00:39:28.019 wow, both externally to your customers, would also internally to your employees. 594 00:39:28.260 --> 00:39:31.099 So I felt like that was really strong. And number three, he said, 595 00:39:31.139 --> 00:39:35.099 well, you got to have brand, you have culture, but ultimately 596 00:39:35.179 --> 00:39:39.449 you also need to create an employee education and development platform internally as an organization, 597 00:39:39.610 --> 00:39:44.929 everybody in organization should be growing both personally and professionally, and I was 598 00:39:45.010 --> 00:39:47.289 blown away, like he didn't talk about product, he didn't talk about his 599 00:39:47.489 --> 00:39:51.369 service, he didn't have any of these like these are the three things that 600 00:39:51.530 --> 00:39:53.880 they called it the BCP brand culture. And he calls the pipeline for the 601 00:39:53.960 --> 00:39:59.159 Internal Training and development program and all that. To me he was trying to 602 00:39:59.199 --> 00:40:04.239 build a very strong internal community and community with their customers that is based on 603 00:40:04.320 --> 00:40:07.750 the promise that we're going to deliver. Wow, right, and and I 604 00:40:07.909 --> 00:40:10.230 felt like man, that is really strong. So it's one of the greatest 605 00:40:10.230 --> 00:40:15.110 companies out there. Is Not focused on product as much as their focus on 606 00:40:15.190 --> 00:40:16.989 this and not saying that you got a shitty product, you're us that those 607 00:40:17.030 --> 00:40:22.099 are table stakes. I think we need to start building this higher natative and 608 00:40:22.260 --> 00:40:25.460 really focusing not just saying but doing it, and I think people would start 609 00:40:25.500 --> 00:40:30.019 making making a note of it and this whole idea of without a community, 610 00:40:30.619 --> 00:40:34.539 you're a commodity. I think that is my oneliner for my five years of 611 00:40:34.659 --> 00:40:37.809 experience as a startup guy is if you didn't do that, it would be 612 00:40:37.889 --> 00:40:40.570 really hard for us to grow at the rate we're growing. But in spite 613 00:40:40.610 --> 00:40:45.130 of that, everybody else can copy everything that we do. There's not a 614 00:40:45.170 --> 00:40:47.769 single feature we're going to develop in the next ten years that are going to 615 00:40:47.809 --> 00:40:52.119 be so groundbreaking that nobody else in the world and copy everybody and copy what 616 00:40:52.320 --> 00:40:58.239 they can copy is the community aspect of it, which is why I love 617 00:40:58.360 --> 00:41:00.920 the fact that when new story and others, like when people or what you're 618 00:41:00.960 --> 00:41:04.789 trying to do with this podcast, that are all trying to build a community, 619 00:41:04.829 --> 00:41:07.510 because people want to be part of a community, not the product but 620 00:41:07.630 --> 00:41:12.030 the community, and that that to me just feels, at the human level, 621 00:41:12.429 --> 00:41:16.349 really important. Yeah, I agree completely and I think you've got so 622 00:41:16.429 --> 00:41:21.300 much going on there, just tied up in in the company. The focus 623 00:41:21.619 --> 00:41:25.860 just just a concepts of ADM and what that means for building relationships with customers, 624 00:41:25.900 --> 00:41:30.860 so that you can be very intentional and specific, not worrying about everyone, 625 00:41:30.019 --> 00:41:35.010 worrying about specific people and and how you can serve and up serve those 626 00:41:35.090 --> 00:41:38.889 folks. Building it internally, investing in your people, which even that layers 627 00:41:38.929 --> 00:41:43.730 you're going through turn these shase teachings there. It made me think about what 628 00:41:43.849 --> 00:41:46.519 you were saying just fifteen or twenty minutes ago about the hard path is to 629 00:41:46.559 --> 00:41:51.400 go tell everyone what to do. The easy path to say here's a problem. 630 00:41:51.440 --> 00:41:53.280 And so if you have a bunch of smart, committed people and you 631 00:41:53.400 --> 00:41:57.400 just point them at the right things and kind of again take some time, 632 00:41:57.559 --> 00:42:00.800 especially maybe at the executive level, to make sure people are aligned in the 633 00:42:00.840 --> 00:42:02.829 right directions and going toward the right things, the rest of us just going 634 00:42:02.869 --> 00:42:07.110 to take care of itself and it's more enjoyable for everyone involved as better for 635 00:42:07.150 --> 00:42:09.829 the customers, better for the employee and it's better for the for the health 636 00:42:09.909 --> 00:42:15.590 of the business in general too. So it's awesome, I think people hearing 637 00:42:15.670 --> 00:42:16.980 that and saying that. I think it will become more and more true. 638 00:42:16.980 --> 00:42:22.460 I think from a hardcore go to market standpoint it's absolutely right, because the 639 00:42:22.500 --> 00:42:24.699 other side that we didn't talk about is the commodity and it's like I ought 640 00:42:24.739 --> 00:42:28.780 whenever I talk about that Commodity Element. You know, we work with a 641 00:42:28.820 --> 00:42:31.690 lot of people who fear disintermediation, the idea that their jobs are going to 642 00:42:31.730 --> 00:42:36.809 be replaced. You know, not truck drivers, although there's certainly threatened by 643 00:42:36.929 --> 00:42:39.610 self driving trucks, but you know people that are trying to figure out. 644 00:42:39.610 --> 00:42:43.409 A lot of sales people who are trying to figure out will people just buy 645 00:42:43.489 --> 00:42:45.360 this directly. Will I be cut out of this process by a tool or 646 00:42:45.360 --> 00:42:49.119 an APP or something else. And you know, we're teaching them how to 647 00:42:49.199 --> 00:42:52.079 reinject the human element into the process through video, to bring it to life, 648 00:42:52.480 --> 00:42:58.000 to build some emotional connection, to answer questions more clearly and more quickly 649 00:42:58.480 --> 00:43:01.989 than someone could get a solution by maybe reading a eighteen paragraphs of port article 650 00:43:02.030 --> 00:43:06.150 or something like that. And so it's this, it's this commodity side of 651 00:43:06.230 --> 00:43:09.070 it where a lot of things will become commoditized with these things that people have 652 00:43:09.190 --> 00:43:15.420 emotional investments in it through personal relationship and other kind of everything the community entails 653 00:43:15.940 --> 00:43:20.460 is the antidote to the commodification of our businesses. Is so good. I 654 00:43:20.539 --> 00:43:22.380 love what you're doing. Do you have anything on that now? Man. 655 00:43:23.179 --> 00:43:28.130 Thank you. So you summarize that would because there's a lot. Yeah, 656 00:43:28.769 --> 00:43:30.969 so. So the way we always wrap up here in real relationships are our 657 00:43:31.010 --> 00:43:34.889 number one core value here a bombomb and on the podcast, and so I 658 00:43:34.929 --> 00:43:37.090 always like to give you the chance to think or mention someone who's had a 659 00:43:37.170 --> 00:43:42.079 positive impact on your life or career and to give a shout out to a 660 00:43:42.199 --> 00:43:46.039 company that he's think is delivering great experiences for you as a customer. All 661 00:43:46.039 --> 00:43:51.559 right, so the person who's having a lot of impact recently more than anything, 662 00:43:51.599 --> 00:43:53.599 has been my son. I think I'm in learning a lot from him 663 00:43:53.639 --> 00:43:58.789 or being present and just being in the moment and doing stuff that doesn't really 664 00:43:59.389 --> 00:44:02.269 be part of the normal rules and stuff. So I love like one day 665 00:44:02.269 --> 00:44:06.429 he just, you know, walked out with like a you know, tennis 666 00:44:06.429 --> 00:44:09.260 shoes and like terminus socks, like like football socks and, you know, 667 00:44:09.460 --> 00:44:14.900 basketball shorts and a baseball t shirt and I'm like, Dude, what game 668 00:44:14.940 --> 00:44:17.500 are we going to play? And he said anything is possible, and I 669 00:44:17.579 --> 00:44:21.099 think that just made me realize that, oh my goodness, we just are 670 00:44:21.219 --> 00:44:25.170 so tunnel focused on our own lives that sometimes we forget that anything is possible. 671 00:44:25.170 --> 00:44:29.570 We just need to think about it differently. so He's been really inspiring 672 00:44:29.610 --> 00:44:34.809 im but I'm actually really looking to learn from him every day now because of 673 00:44:34.969 --> 00:44:38.039 that like chrydlight thing that we get to lose as we grow. So how 674 00:44:38.079 --> 00:44:43.199 old is he is nine awesome. Yes, it's a there's a lot of 675 00:44:43.239 --> 00:44:45.440 good stuff there. And then I think as a company, I mean there's 676 00:44:45.559 --> 00:44:50.400 there's several really good companies. I feel like obviously drift is doing really good 677 00:44:51.039 --> 00:44:53.670 around a lot of just being human, around a lot of the interactions and 678 00:44:53.710 --> 00:44:57.829 stuff, and I know they would cancel and David get art really well. 679 00:44:58.110 --> 00:45:01.670 I think another company that's really doing well that is actually not talked about as 680 00:45:01.710 --> 00:45:06.949 much as GTO. So G too is a customer reviews platform which, again, 681 00:45:06.989 --> 00:45:09.739 from a customer experience perspective, there's no better place to go and look 682 00:45:09.780 --> 00:45:14.139 for what is the truth, and I look at that reviews of people all 683 00:45:14.420 --> 00:45:17.500 like almost our regular basis to just see what are people saying about it and 684 00:45:17.659 --> 00:45:22.409 what they have really done in terms of building a community and stuff. They're 685 00:45:22.489 --> 00:45:27.250 like thousands and thousands of reviews and they have to open up this wall between 686 00:45:27.409 --> 00:45:30.769 products and and then and customers to know what exactly is behind the scenes so 687 00:45:30.929 --> 00:45:35.130 people can't hide behind like, well, let me show your powerpoint deg that 688 00:45:35.250 --> 00:45:37.880 shows what we don't have, but looks really good on powerpoint it actually I 689 00:45:37.960 --> 00:45:40.559 let me just see what the product and other people are using it say. 690 00:45:40.719 --> 00:45:44.440 So I feel like they're doing a really good job of customer experience and marketing 691 00:45:44.440 --> 00:45:49.880 as well. It's awesome and they're in they're raising the importance of customer experience 692 00:45:50.309 --> 00:45:55.710 by making the actual customers experience more transparent and and giving a social as. 693 00:45:55.829 --> 00:46:01.429 Obviously, in general it's rise empowered customers at a broad level, but in 694 00:46:01.550 --> 00:46:06.099 a focused way. Someone like G to. That's that's to the point of 695 00:46:06.219 --> 00:46:08.940 account based marketing. They're not trying to review every product in service. It's 696 00:46:08.940 --> 00:46:15.340 a very focused, in organized platform and it gives gives buyers such transparency. 697 00:46:15.500 --> 00:46:19.530 So it raises up the demands on us, its service providers, to do 698 00:46:19.690 --> 00:46:22.929 our best job. I like reading art to crowd reviews as well, or 699 00:46:23.130 --> 00:46:25.530 she to. Sorry, did they drop crowd? Yeah, it was. 700 00:46:25.849 --> 00:46:30.449 They didn't have cow. We have dotcom or somebody like or do to. 701 00:46:30.570 --> 00:46:31.730 Yeah, it had you to crowd, right. Remember. Now it's all 702 00:46:31.880 --> 00:46:36.719 G docom. Yeah, cool syning room. This was as fun as I 703 00:46:36.840 --> 00:46:39.079 expected, and I had very high expectations. I know folks are going to 704 00:46:39.119 --> 00:46:42.880 get a lot out of it. There's so many ways to connect with you. 705 00:46:42.960 --> 00:46:45.760 I feel like you're your man about the Internet, man about the industry, 706 00:46:46.079 --> 00:46:50.150 put in a targeted way. If folks enjoyed this and they wanted to 707 00:46:50.190 --> 00:46:52.150 follow up, besides picking up a copy of a BM is b Tob, 708 00:46:52.309 --> 00:46:57.190 what else might people do to connect with you? I'm in Linkedin. Honestly, 709 00:46:57.309 --> 00:47:00.510 this is really you say many different ways. I'm actually a nowhere to 710 00:47:00.550 --> 00:47:04.739 be found other than linkedin and like email, I just have focused on it. 711 00:47:05.460 --> 00:47:07.820 I'm not a snapchat I'm not. I'm hardy on twitter, I'm not 712 00:47:08.179 --> 00:47:13.820 on whatever is then you think, or tig talk or whatever. I'm literally 713 00:47:13.860 --> 00:47:15.969 on Linkedin. So it's actually very easy to find me now. Awesome. 714 00:47:16.090 --> 00:47:20.929 So look up syndroom vashery on Linkedin. You will not regret it. Tons 715 00:47:20.969 --> 00:47:23.809 of great content and a growing community saying room. This has been a pleasure. 716 00:47:23.809 --> 00:47:28.170 I appreciate your time so much and I wish you continued success. We 717 00:47:28.250 --> 00:47:31.719 are man, thanks even for everything you do. Man, I love that 718 00:47:31.880 --> 00:47:37.039 conversation from start to finish. Syndrome is just such a smart guy. Does 719 00:47:37.079 --> 00:47:39.800 a lot of the right work the right way and he's a constant learner. 720 00:47:39.880 --> 00:47:44.869 To I of that Zappo's piece at the end around brand, culture and pipeline, 721 00:47:45.190 --> 00:47:49.670 or BCP. He's constantly sharing all the things he's learning on Linkedin. 722 00:47:50.030 --> 00:47:52.909 I recommend you give Sang Raum Vajrea follow. My name is Ethan Butte. 723 00:47:53.150 --> 00:47:58.550 I'm the host of the customer experience podcast, the chief of angelist at bombomb 724 00:47:58.900 --> 00:48:02.139 and the CO author of the Book Rehumanize Your Business. You can also hit 725 00:48:02.219 --> 00:48:06.340 me up on Linkedin. I would love to connect. My last name is 726 00:48:06.420 --> 00:48:10.260 spelled bee ute. Send a connection request and add a note to it. 727 00:48:10.780 --> 00:48:15.170 That's a great way to extend the conversations we're having on the CX series here 728 00:48:15.289 --> 00:48:21.250 on the B tob growth show. Thanks for listening. Hey, everybody, 729 00:48:21.409 --> 00:48:24.570 Logan with sweetfish here. If you're a regular listener of Bob Growth, you 730 00:48:24.690 --> 00:48:28.480 know that I'm one of the cohosts of this show, but you may not 731 00:48:28.719 --> 00:48:31.159 know that I also head up the sales team here at sweetfish. So for 732 00:48:31.320 --> 00:48:35.639 those of you in sales or sales offs, I wanted to take a second 733 00:48:35.679 --> 00:48:39.119 to share something that's made us insanely more efficient lately. Our team has been 734 00:48:39.199 --> 00:48:43.989 using lead Iq for the past few months and what used to take us four 735 00:48:44.110 --> 00:48:49.230 hours gathering contact data now takes us only one. We're seventy five percent more 736 00:48:49.230 --> 00:48:53.590 efficient. We're able to move faster without bound prospecting and organizing our campaigns is 737 00:48:53.750 --> 00:48:59.019 so much easier than before. I'd highly suggest you guys check out lead Iq 738 00:48:59.179 --> 00:49:04.019 as well. You can check them out at lead iqcom. That's Elle a 739 00:49:04.139 --> 00:49:06.219 d iqcom