In this episode, we dive deep into the “Jobs to Be Done” methodology with Derik Sutton and Kyle Bazzy. Derik is CMO and Kyle is SVP of Customer Success at Autobooks. The guys are seasoned professionals in B2B SaaS marketing, sales, and the fintech industry. We dive into their personal journeys that led them to SaaS, and walk you through the (often unconventional) strategies you can use to deeply understand and speak to your customers.

Kyle shares his unconventional entry into the sales world, and how a passion for entrepreneurship and technology led him to co-found a successful SaaS platform during his college days. Derik, takes us through his transition from traditional sales roles into the fintech space, emphasizing the critical role of product love and marketing in driving innovation.

We also discuss their collaboration with Chris Spiek and Bob Moesta at the Rewired Group, exploring the profound impact of the “Jobs to Be Done” framework on product adoption, retention, and overall business strategy. They shed light on the importance of aligning sales, marketing, and product development around a common language — the customer’s needs.

Please enjoy this deep dive into the transformational power of customer-centric methodologies with Derik and Kyle.

CONNECT WITH DERIK & KYLE

• Derik on LinkedIn
• Kyle on LinkedIn
• Autobooks’ website

SHOW NOTES

• 02:32 Getting to Know the Guests: Background and Journey
• 03:25 The Intersection of Sales, Marketing, and Product
• 04:28 The Impact of Customer-Centric Approach
• 11:43 The Role of Surveys and Customer Interviews
• 18:09 The Power of Questions in Sales and Marketing
• 20:45 The Conference Experience: A New Approach
• 27:59 Understanding the Sales Perspective
• 28:24 The Importance of Aligning Goals
• 28:33 The Power of Asking the Right Questions
• 29:18 The Role of Marketing in Sales
• 29:41 The Art of Crafting Effective Presentations
• 30:26 The Impact of Personal Commitment in Sales
• 30:46 The Importance of Understanding Customer Progress
• 31:43 The Power of Messaging in Sales
• 32:03 Understanding the Customer’s Career Progress
• 32:58 The Role of Trust in Building Customer Relationships
• 37:32 The Impact of Empathy in Sales and Marketing
• 42:06 The Importance of Research in Understanding Customers
• 49:27 The Challenge of Connecting and Speaking to Customers
• 53:26 Conclusion: The Power of Customer-Centric Approach

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy