Addicted to Growth

Episode Summary:

Travis and Kevin talk with Chief Inspiration Officer, Jules White of https://liveitloveitsellit.co.uk/ (Live IT, Love it, Sell It), about how to find your UHP, why your team needs a mindset coach right now to support mental health, a formula for Bound-Back-Ability, and more.

Jules White Short Bio:

Jules White has drawn on her 30 plus successful years in business and created a unique methodology that comes from her very own practical experiences of dealing with the highs and lows of selling. She knows exactly what she’s talking about; she’s written an Amazon bestseller on sales, is a TEDx speaker on the subject AND she’s impressed and won investment from a top businessman on the UK business TV show Dragon’s Den. She’s ready to help you unlearn everything you’ve been taught about selling and share HER techniques to boost YOUR sales.

Episode Highlights:

Why Jules is Passionate About Inspiring People

Understand Your Reps At An Individual Level to Identify Their UHP

Values and Strengths

Give Your Team Ownership

Humans Create Revenue, not Technology

How Companies Can Think About RandD in A Way That Doesn’t Directly Impact ROI

The Heaven and Hell Exercise You Must Do Right Now

How to Use Emotions in Your Prospecting

BOUNCE - a formula for Bounce-Back-Ability

Breathed

Opportunities

Understand

Necessities

Choice

Energy

The Power of Choice

The Magic of A Positive Healthy Mindset

The Value and Importance of Mental Health at Work

What Arthur Ellis Is and How They Can Help

How Hiring a $2,000 a Month Mind Coach Will Impact Your Bottom Line Revenue

Increased Happiness → People will Work More Often → Increase in Productivity → Increased Support for Each Other → Trust

It’s estimated That There’s a $1 Trillion Worth of Revenue Lost Due to Low or Lost Productivity

64% of respondents from the UK and 59% of people surveyed say this should be a top priority for their organizations.

Mental Health Can Be A Part of Your Everyday People Strategy

The Top Two Categories That Drive Anxiety, Depression and Stress Are Finance and Work-Related

People Are More Attracted to Companies That Support Mental Health

Favorite Points:

Understand Your People At An Individual Level to Identify Their UHP

The Heaven and Hell Exercise You Must Do Right Now

How Hiring a $2,000 a Month Mind Coach Will Impact Your Bottom Line Revenue

It’s estimated That There’s a $1 Trillion Worth of Revenue Lost Due to Low or Lost Productivity

Tweetable Quotes:

"We never want to chase the revenue target. Never once it was visible, but we never, ever chase the target."– Jules White

"Human Create Revenue."– Jules White

"Yeah, absolutely. So on the other side of What do you love what you're good at? What are your values and strengths? Why do our clients buy what we sell? Okay? Why do they, why did they come here? What do they love about us? So we weren't just then looking at us as individuals, we were then matching all of that lovely staff to why our clients come. And there's that bit of magic."– Jules White

"You've got bounce-back ability. And they literally just said it to me. And you sort of think to yourself, I really like that. That’s great because I think I almost feel like I can own that a little bit. So that's kind of where it started."– Jules White

“BOUNCE - Breathed - Opportunities - Understand - Necessities - Choice - Energy.” – Jules White

“Choices huge because we often don't realize the choices we actually have. And sometimes, you know, will say we don't have a choice or there's no way forward. And actually, we usually do have a choice to do something.” – Jules White

“Well, simply because your team is going to be happier, which means they'll probably come to work more often, which means they'll also be more productive, which means they'll support each other. So that's just your starter. And you know, there is a big responsibility for us now as companies to put our people first and stop this whole revenue thing being

Travis and Kevin sit down with Bridget O’Brien who talks all things sales. We talk about everything from SDR metrics, to how to motivate your team, all the way to her experience as a marine biologist and in the restaurant industry has made her a better sales leader.

Episode Highlights

To get buy-in from your team, you need to be authentic and ask for their opinion. Get them involved in goal setting.

Marine Biologist: where she learned positive reinforcement and testing hypotheses.

Restaurant Industry taught patience and thick skin

Became the first member of the sales enablement team at Dial Pad, with a focus on sales onboarding.

Found the love of data and science spilled back over into business.

Not afraid to jump headfirst into things or projects even if I don’t know exactly what I am doing.

How personal life and professional life can blend based on your personalities.

Take initiative. Any time I took initiative to solve a problem its lead to more doors opening and a better movement for the company in general

No good LMS out there.. They all miss something you need. No LSM + Content management.

On-boarding - Stickers as rewards and win stickers.. It's a simple idea but salespeople are competitive and want to walk away with the most stickers.

Working at a start-up vs a large company is so different from the on-boarding, to how you do your job, to how successful you will be

Tweetable Quotes

“If you have food in your teeth, I'm going to tell you. I don’t care if you're a stranger or my boss. I feel like thats just basic humanity that your supposed to tell someone they have food in their teeth.” - Bridget O'Brien

“What you learn working with marine mammals is positive reinforcement training. But here's the thing, humans are also mammals” - Bridget O'Brien

“You can have diversity of thought but if you all look the same, you're losing something. Its not actually that diverse” - Bridget O'Brien

Links:

Travis King:https://www.linkedin.com/in/travisandreking/ ( LinkedIn)

Kevin Mulrane:https://www.linkedin.com/in/kevinmulrane/ ( LinkedIn)

Bridget O'Brien: https://www.linkedin.com/in/bridget-o-brien-she-her-87b379138/ (LinkedIn)

Episode Summary:

Travis and Kevin talk with the Director of Revenue Performance at Chili Piper, Michael Tuso, about driving the success that you seek, the power of individualized coaching plans, the importance of diversity, and more.

Michael Tuso Short Bio:

Michael has always had a passion for coaching, which is what drives him to do the work he does today. Michael attended the University of North Carolina at Greensboro, where he ran for Student Body President as a freshman—and won. The networking and sales skills he honed as a part of that experience brought him in front of dozens of United States Senators, enabled him to sit in on a US Supreme Court Justice confirmation, brought him overseas on a full scholarship for study abroad, and ultimately a gig running a statewide political campaign. Michael realized he enjoyed the nuts and bolts of how to raise money for a campaign, so he combined that interest with his love of travel and moved overseas as a part of a work abroad program for Citrix. Michael soon fell in love with sales and has worked with multiple startups since then. He currently works as the Director of Revenue Performance at Chili Piper. Michael’s specialties include: training, sales process, tech implementation, account executives, SDRs, sales, leadership, go-to-market, social media, direct-mail campaigns, digital marketing, IT, technology, strategy, and consulting. Michael also received the 2019 BEAST Award for Best Sales Development Leader at Tenbound’s 3rd Annual Sales Development Conference.

Episode Highlights:

Michael’s background - political/how he got into sales

Passiveness and success/ driving results

You can’t be a passenger to be successful, you have to be the driver

Instead of saying go do- be a part of investing in your own growth

Invest them in the process

Using this time to up your game

Creating an ecosystem of learning across all of your teams

Lack of help needed from managers

Steering away from the check the box mentality

Success because of diversity

Being the “only” / finding others like you

Adversity along the way only makes you stronger and better

Treat everything as a learning opportunity

17-19 month stat

How Michael ended up with his unique job title

Too much stress placed on CEO- revenue not up to one person

The importance of coaching

So many companies focusing on enablement

Answering “why” questions/ science-based thinking

Teaching people to their strengths and weaknesses

Getting rid of intuition and building data-driven insights

Empirical hiring- concrete things to look for

You know you have at least middle performers

Focus on different priorities with different people because they are all motivated differently

Favorite Points:

Passiveness/success- driving results

Creating an ecosystem of learning across all of your teams

Success because of diversity

Michael’s story about how he ended up with his unique job title

Tweetable Quotes:

“You can’t be passive and successful at the same time. You have to drive the results that you seek.”

“We’re not successful despite our diversity, we are successful because of our diversity.”

“I don’t let any preconceived notions of what the world is supposed to be like stop me from doing what I want.”

“If I go into a company, I want to be the best at what I do.”

“The era of gut-check hiring is over.”

Links:

Travis King:https://www.linkedin.com/in/travisandreking/ ( LinkedIn)

Kevin Mulrane:https://www.linkedin.com/in/kevinmulrane/ ( LinkedIn)

Michael Tuso https://www.linkedin.com/in/michaeltuso/ (LinkedIn)

Episode Summary:

Travis and Kevin talk with Director of R. Moore Consulting Ltd., Richard Moore, about what drives him, the power of goal setting, reasons to surround yourself with winners, and more.

Richard Moore Short Bio:

Richard has spent many years as a consultant to businesses from startups to companies with nine-figure turnovers. He has sat on boards as an advisor and director and provided training in hundreds of seminars on topics from sales to social media, from marketing to leadership. Richard is now the Director of R. Moore Consulting Ltd. His services include helping build your sales and marketing training programme, coaching sales leadership teams to understand and get more from their numbers, advising on commercial strategy and product monetization, and hacking engagement strategy in marketing.

Episode Highlights:

Everyone has a different state every day

coaching comes down to how people receive you

People want to learn from an expert

When you want to give up, you’re about 40% there

Pushing yourself, finding another gear- for yourself, not others

The drive and grooming from his mom- pressure to be the best

Past, future, present self

You get out what you put in

You’re going to regret faking it because you can really do it if you put your mind to it

The power of consistency/habit forming

It's not easy at first, but it becomes easy once it's a habit

Increases your productivity

“Don’t think, just move.”

Chasing pain to grow

Being okay with being uncomfortable because that’s how you grow/push yourself

Do the little things first- set reasonable goals so you’re not scared off

Anything reached above the small goal you set is bonus

It’s an incremental process

Recalibrate after you reach each goal

Staying patient when reaching for/ achieving goals

“Patience is coupled with wins along the way because you need a sense of progress.”

This is why setting small goals is important so you can gauge your progress

Nothing wrong with being competitive

Beating the guy at the top requires beating the people at the bottom too

Surround yourself with winners if you want to be a winner

Working smarter- be efficient

The power of getting people to coach you that want to help/not being afraid to pick brains

This requires humility- set aside your ego for your growth

Listen to and learn from those who are successful

Favorite Points:

The power of consistency/habit forming

It's not easy at first, but it becomes it once its a habit

Increases your productivity levels

Goal setting: Do the little things first- set reasonable goals so you’re not scared off

Anything reached above the small goal you set is bonus

It’s an incremental process

Recalibrate after you reach each goal

Staying patient when reaching for/ achieving goals

“Patience is coupled with wins along the way because you need a sense of progress.”

This is why setting small goals is important so you can gauge your progress

Tweetable Quotes:

“If you choose to, you have another gear.”

“You get out what you put in.”

“Action is the way to starve fear and worry.”

“Patience is coupled with wins along the way because you need a sense of progress.”

“Do the things that make the biggest impact, don’t do the things that don’t.”

“It’s hard to put aside your ego, but you have to choose: do you want the long-term pain of not getting anywhere or the short-term pain of humiliation with a much better outcome?”

“It’s the ones that have actually been there that are worth listening to.”

Links:

Travis King:https://www.linkedin.com/in/travisandreking/ ( LinkedIn)

Kevin Mulrane:https://www.linkedin.com/in/kevinmulrane/ ( LinkedIn)

Richard Moore https://www.linkedin.com/in/richardjamesmoore/ (LinkedIn)

Richard Moore https://therichardmoore.com (Website)

Episode Summary:

Travis and Kevin talk with Co-Founder and SVP Data Sales at Bombora, Mike Burton, about a model used at Bombora where everybody wins, how the tools in front of you can optimize what you already have, how sales prioritization can drive success, and more.

Mike Burton Short Bio:

Mike has been working with AdTech startups since 2002. Currently, he is responsible for driving adoption of Bombora’s offerings across email marketing, analytics, programmatic display, predictive analytics and lead scoring, and countless other applications. Mike helped build B2B’s first Intent data co-operative, helping Bombora to consolidate over 9.3 billion monthly B2B behavioral interactions, fueling massive efficiencies across B2B marketing and publishing. Prior to Bombora, Burton worked with Madison Logic as Head of Platform Sales. He was also Madison Logic’s first VP of Sales, helping the company in its earliest stages to grow revenue and gain a foothold in B2B’s competitive lead generation space. Mike also worked at Collective, and was one of the first employees at IndustryBrains, an innovative direct marketing firm that helped shape B2B’s early online migration.

Episode Highlights:

Asset- behavioral data from lead gen advertising and display advertising programs

Through the process- realized the value in behavioral data

Saw that using this data provided lift for all types of marketing

Used to prioritize outbound and to accelerate leads

Most SDR work is keyed off of intent data, marketing team uses it for linked in/advertising/top of funnel

Things that are driving success

Keep it simple, start with prioritization

If intelligence jumps out, use it

“There’s diminishing returns in trying to extract every bit of value, but there’s really strong returns in prioritization.”

Freemium model- important part of mix, sometimes we wonder if we’re putting our best foot forward

Data in email once a week, but deep believers in automated workflow

Made a decision to just be a data company, and to specialize in intent data

Be the best/leader in this one thing

Have to be good at integrating the data into workflow

“There’s challenges to being a data specialist”

Not al one-stop-shop like competitors

Approach for differentiating Bombora

Market in three categories

How are people using G2 crowd data

“I think there are flaws in all data, it’s just about seeing what’s giving you the highest percentage shot that’s meaningfully moving the needle.”

The vendor sphere in general oversells

“Some companies are just scared to tell customers it’s actually not that complicated.”

Leveraging the voice of the customer

Seeing what works and what became sticky- “Our philosophy is to start with sales prioritization and then let the data expand into lots of other used cases from that platform.”

How to do attribution

Needed way more data

“If we want this to be impactful for the market, we need lots of data from all these other companies who also have valuable data.”

“A good humbleness gave him the vision to build the business.”

Effectiveness of overlaying data

Rewriting the book

Lots of partnerships, but no resellers

Current model- Bombora embedded in other platforms, full Bombora through direct sales team

“Our partners get great intent data and we get to enjoy the better economics and scalability of having a direct sales organization.”

Create partnerships with people who already have the customers

“Everybody wins with our model. The user gets something valuable, the partner controlling the end user gets something valuable, and the data company can still enjoy the better economics of having a direct sales team.”

“There’s so much cool stuff in front of our face that we aren’t using yet, so I can’t really think about what’s next because we haven’t fulfilled what we have.”

“The whole market could use some time to adopt what’s out there.”

Alignment, orchestration, and automation

“If everyone could hunker down into what’s...

Episode Summary:

Travis and Kevin talk with the VP of Revenue Growth and Enablement at Clari, Kyle Coleman, about what revenue operations is and is not, how a mutual accountability system can be successful, unpacking what it means to be empathetic, and more.

Kyle Coleman Short Bio:

Kyle is currently the VP of Revenue Growth and Enablement at Clari. Prior to working at Clari, Kyle worked as a Director of Sales Development and Senior Director of Sales Development and Optimization, at Looker, a business intelligence and analytics startup. Kyle is an experienced sales and marketing leader with a passion for people development, identifying and solving problems, creating and optimizing processes, and unifying departments across the revenue org.

Episode Highlights:

SDRs downplay their position- “I promise you I would not be doing today if not for the skill set I developed from being an SDR.”

“Any SDRs out there, don’t discount what you’re doing now.”

What we do:

Growth team: Focus on creating and accelerate pipeline

Marketing: Focus on awareness

Sales: Focus on closing the deals

There is no competition between teams, clean divisional labor

Approach growth in an integrated way

“I don’t care who created the pipeline, I just care that pipeline got created.”

“Having us all on the same team allows us to entertain the grey area and not be grabby about who gets credit for what.”

“Instead of fighting between one another about who created the pipeline, we fight together to get pipeline.”

Reflecting on work at Looker

“The only real way you can fail is if you don’t learn anything from the experience.”

Evolution:

Number of MQLs- model needs to die, avoided this at Clari

Opportunities we are creating that the sales team is accepting

Mutual accountability system, no longer assembly line approach

“The demand waterfall is not invalidated, but MQLs are not the defining success criteria

“MQLs are not as predictive of future success as they used to be.”

Clari’s missions: making sure everyone knows their role in the revenue process, inherent in DNA

Aligning views on success criteria

Revenue operations is a new category- not clearly defined

Revenue operations is not all ops coming together

“Revenue operations is thinking about revenue as an end-to-end business process that can be dissected into component parts, and each of those parts can be optimized in service of one another.”

Good at listening to customers

Customer success team- caring about prospects

Need to get better at creating a peer-to-peer community so customers can talk to one another

Once we figure this out, that is going to be our secret to success

Get your customers to do your selling for you by creating conversations not trying to sell- empathy

Views on empathy:

Without unpacking what it means or how to do it- it's meaningless

Understanding the day-to-day pains of your prospect

Being understanding, not forcing your sales

Wanting to actually help even if it’s not through your business

Keeping people happy, trying not to burn any bridges

“Trying to genuinely help people is my main mission in life.”

Getting SDRs in interviews to pitch on a passion, not their product- see their excitement

“Care about the person behind the persona.”

Manual drip

Borrows from marketing automation principles, but manually executed by salesperson

Identifies unique scenarios, their unique objection right now, what can I do to add value

“If you’re not giving your SDRs the license to think, then you’ve just hired people that may as well be robots dialing a phone.”

“The SDRs that are successful are those that build the strategic muscle early and use that in their SDR process.”

Learning and thinking in an interdisciplinary way/studying things like poetry and flow, economy of word choice

“There’s lessons to be learned about becoming a better salesperson pretty much everywhere.”

Technologies help with tactics, mindset/foundational layer is not solved with technology,

Episode Summary:

Travis and Kevin talk with the Founder and current Principal at CAPTIVATE TALENT, Christopher Gannon, about how to hire the right people, what makes a bad employee, building a repeatable hiring process, and more.

Christopher Gannon Short Bio:

Christopher is the Founder and Current Principal at CAPTIVATE TALENT, a talent solutions consultancy that focuses on placing top revenue professionals at growth stage technology organizations. They help their clients not only attract and hire, but also retain top talent. Christopher has been in recruiting for fifteen years and has worked for big firms, as well as internally in head talent acquisition positions for a few startups. Some of Christopher’s skills include talent attraction, candidate experience, global recruitment strategy, salary negotiations, pinpoint recruitment, and scaling revenue teams.

Episode Highlights:

Tenure of SDR- 18 months

Cost of new hires

Training/onboarding

Learning and development team

Comparing the hiring process to dating

To revamp playbook of bad process

Stop, reevaluate, and find out where your relationships are

“If I know a client is relying on me and I’m exclusive with them, I will go stand in the highway and stop traffic for them.”

“People fail to stop and ask why things didn’t work out.”

“Do we just try to hit quotas, or do we find people we would go to war with?”

HR tech companies taking advantage of accessibility of hiring

Sales has the highest voluntary turnover rate

How to level set reality for candidates

Being transparent is rare

Candidates have to dig into culture

“I’ve probably lost candidates from being overly transparent.”

“You could have the best product in the world, but if you have bad leadership, it falls apart.”

“It doesn’t matter how good your product is if you can’t grow your company.”

“I think growing and scaling from a personnel standpoint is the number one overlooked thing in the startup world, and it’s the Achilles heel for most companies.”

Most people don’t have a product good enough to just sell itself

“You have to hire people you can go to war with, even when things are good.”

Are you willing to bet your career on this person?

Reference checks

Defining a bad employee:

Someone who burns resources

Not making revenue

Kills culture

Hiring for culture, “without culture you’re done.”

“Turnover is inevitable, but if you’re hiring against turnover, you’re playing the wrong game.”

Building a repeatable hiring process

“We need to find the best person to work next to us, not just any person.”

Navy SEAL example

Every instructor has a role in every aspect

Screening: people don’t get formally trained in interviewing

What to look for when hiring

Coachability

Curiosity

Uncommon skills- design

Advice

Find out what happened to your last few hires and why they didn’t work out

Find out how to build a strong repeatable process everyone agrees on

For candidates: ask good questions, get the answers you want, make sure things are transparent, don’t be fooled by money or short-term opportunity

Favorite Points:

Hiring the right people

“You have to hire people you can go to war with, even when things are good.”

Are you willing to bet your career on this person?

What makes a bad employee/the importance of hiring for culture

Building a repeatable hiring process

Navy SEAL example

Investment in individuals

Who do you want next to you?

What to look for when hiring

Coachability

Curiosity

Uncommon skills

Tweetable Quotes:

“If I know a client is relying on me and I’m exclusive with them, I will go stand in the highway and stop traffic for them.”

“People often fail to stop and ask why things didn’t work out.”

“Do we just try to hit quotas, or do we find people we would go to war with?”

“You could have the best product in the world, but if you have bad leadership, it falls apart.”

“It doesn’t matter how good your product is if you can’t grow your company.”

“We need to find the...

Episode Summary:

Travis and Kevin talk with CEO and Co-Founder of the AlwaysHired Sales Bootcamp, Gabriel Moncayo, about hitting targets, new responsibilities of salespeople, what success looks like, and more.

Gabriel Moncayo Short Bio:

Gabriel Moncayo is the Co-Founder and CEO at AlwaysHired. He has been voted one of the most influential sales professionals by AA-ISP for three years in a row. Gabe has built sales offices in NYC, Chicago, Austin, LA and San Francisco. Prior to the development of AlwaysHired, Gabe worked in a variety of sales positions, many being management roles. Gabe also has a history in consulting and has worked with many companies in the Bay Area. Gabe is a proven leader, a strong communicator, thrives in innovative, fast-moving hacker cultures. He has over a decade of experience in sales and client success and is passionate about connecting people.

Episode Highlights:

Historically marketing is tied to things like lead gen, qualified leads, number of leads created, etc.

SDRs: should they be under sales or marketing because sometimes marketing gets credit

Historically sales is closing deals, tracking average contract value, velocity of sales, etc.

Everything is getting bucketed together to make sure everyone is tied to revenue/entire assembly line is smooth

Marketing might have to do more sales and sales might have to do more marketing

The norm in many cultures- sales and marketing blame each other

Now marketing and sales need to be tied

“Sales and marketing overlap in responsibilities.”

Full Cycle AEs without SDRs

AEs are typically focused on bottom of funnel activity and have to be reminded to look at top of funnel

Being in charge of generating new leads

Creating consistency on social media, any social channel

Accountability and reality

No self-sourcing built into rep plans because of marketing support

New market: less leads, worse conversion rates

“You have to hustle and hunt for every single opportunity.”

Building a personal brand

Quality of content in beginning does not have to great

Consistency is the most important thing, quality will come

People don’t post because they’re afraid of the quality

Who’s the target I'm trying to sell to, repurpose their stuff through your own social

New responsibilities

A salesperson can become a marketing person

Sales is taking on marketing things like campaigns

Blogs, podcasts, quoting people- consistent content

Sales tech stack

Email tools- outreach/salesloft

Finding your own leads- lead IQ, crunchbase pro(triggers and events), vidyard

Consider: tools try to do everything, it’s intimidating, would recommend starting with a basic tool

“The appetite for risk has decreased.”

Growing through saving on expenses as opposed to optimizing

Less room for error in hiring sales reps

Companies are building in sales responsibility of lead gen and qualifying leads

Building this into interview process and onboarding

Clarity makes a big difference

90-day onboarding, capitalizing on hype of new hire

New hire blogs- culture, employer branding

Creating frameworks/templates for everyone

Why they’re excited, what they want to get out of it, looking into the future, etc.

B2B always a little behind B2C

Connecting consumers to people they already trust

Going after targets is important, but community building aspect is equally as important

To be a good salesperson, it’s going to be more than just convincing people

“If people think you’re helpful, the leads will come.”

“It’s a shifted mentality, but not necessarily a shifted practice.”

Consistent posting

More website traffic, probably more leads

People start inbounding on your linkedin

Changes in what you look for in sales leaders

Experience- doesn’t necessarily imply success at your company

Find someone who’s willing to do whatever it takes to be successful, and then tell them what it’s going to take to be successful at your company

Some companies removing SDRs in general

“The goal

Travis and Kevin talk with the Founder and CEO of Refine Labs, Chris Walker, about the future of the SDR role, strategic versus execution branding, the place where many marketers go wrong, and more.

Episode Highlights:

A classical marketing model: Product, place, price, promotion- a lot of tech makes marketers only focus on promotion- “When you only focus on promotion as a marketer, you stunt the ability to execute well.”

Coaching a marketer tied to legacy metrics:

You need to find someone to work for that knows what they’re doing, convincing gets old

If you don’t have budget to travel, ways to get insights:

Loss analysis

Pair qualitative insights with quantitative

“The most important step is believing it’s a good use of your time.”

Positioning to executives about things they care about

Bridging the sales and marketing alignment gap

Revenue break down: Marketing sourced revenue (sales conversion on website)

“The North star for marketers should be marketing sourced revenue through an inbound website sales conversion and its contribution to overall revenue.”

“We need to start breaking brand into two big buckets: Strategic brand and at the execution level, what drives brand long-term.”

Strategic brand- color, logo, messaging, messaging must match what buyers need

Execution- brand marketing (driving value long-term that creates awareness about what you do with no direct immediate ROI expectations, knowing that “providing awareness through the value that you bring will create future sales opportunities and will augment outbound sales efforts and will make them more efficient.”

“Most marketing executions do not focus on the long-term because of how they’re scored.”

“When you think about things in the long-term it changes your behaviors, but you also get better results in the short-term.”

“You get more business when you provide value and don’t ask for it.”

“Don’t ask for business, provide value and business will come.”

“Content marketing is by far the most effective form of business development today when executed properly.”

Create value, create your own pipeline

Salespeople selling to people who aren’t salespeople

SDRs becoming obsolete

They might still be around, but what they do may change a lot in the future

Run experiments with chunks of SDRs to try new things

SDRs evolving to social media marketing tactics

“Always be thinking like you’re the CEO.”

“You learn so much more and get exposed to so much more in small companies if you harness the opportunity and take it.”

Having patience, skills and meaningful results at several companies will help you in the long run, despite how your pay reflects your impact

Way less leads, but converting at a better rate = way more efficiency

Favorite Points:

SDRs becoming obsolete

They might still be around, but what they do may change a lot in the future

Run experiments with chunks of SDRs to try new things

SDRs evolving to social media marketing tactics

“We need to start breaking brand into two big buckets: Strategic brand and at the execution level, what drives brand long-term.”

Strategic brand- color, logo, messaging, messaging must match what buyers need

Execution- brand marketing (driving value long-term that creates awareness about what you do with no direct immediate ROI expectations, knowing that “providing awareness through the value that you bring will create future sales opportunities and will augment outbound sales efforts and will make them more efficient.”

Always thinking like you’re the CEO

Tweetable Quotes:

“You learn so much more and get exposed to so much more in small companies if you harness the opportunity and take it.”

“Always be thinking like you’re the CEO.”

“Content marketing is by far the most effective form of business development today when executed properly.”

“When you think about things in the long-term it changes your behaviors, but you also get better results in the short-term.”

“You get more business when you...

Travis and Kevin talk with the Founder and CEO of Refine Labs, Chris Walker, about the core formula when auditing a company, uncommon but successful marketing and sales strategies, creating meaningful content, and more.

Episode Highlights:

Strategy hasn’t changed

$0 in revenue to well over 7 figures in less than 11 months

0 outbound emails, 0 cold calls, $0 on advertising, 0 trade shows

Produced organic content- efficient way to grow

“I don’t see marketers challenging their behaviors in a way that allows them to change.”

Take budget from things that aren’t working and use it to max out things that are

When auditing a company, core formula =

Be able to set everything up so you can measure everything

Capture existing demand

Create new demand- “Ideally what you’re doing is distributing content, your target consumers are consuming that content, there is no call to action, they are receiving messages constantly and through the brand awareness and messaging that you’re delivering it creates new demand and that drives people through the funnel until your processes capture new demand.”

Win on brand

“If you pass enough leads to sales, you’re going to create misalignment.”

Call leads yourself to make sure they’re a good lead, pass these leads to sales so they ultimately prioritize you

Marketing and sales teaming up to create content/how these roles might evolve

Marketers, especially in certain industries, do not talk to customers, they rely on feedback from sales or listen to recorded to sales calls” … disagree because:

Sales gives you feedback because of invested interest in deal, not objective view of what the customer actually told them

The buyer is not comfortable telling you the truth during a sales call

when listening to calls you can’t ask why or how or feel the reaction/see nonverbal cues about what they’re actually telling you

“I decided that actually going to talk to customers in non-sales situations and getting the real answers even if they weren’t the answers I was looking for, was helpful.”

Very helpful, especially when not familiar with the person/industry you're marketing to

Started running ads- saw a lot of traction at certain hours

Creating content

Ignoring regulated industries: “companies should be empowering their people to create content.”

Decide if you’re creating content for who you’re trying to sell to or yourself and your personal brand

“The reps that are able to do their day job well and do other things in extra time to build reputation and audience, will eventually become the best reps.”

“Everyone should know how to create content because that is the most effective way to do modern business development, networking, reputation building, and overall generating revenue.”

Instant gratification is a flaw, difficult to look into the future

Advice for someone who is struggling with the slow pace of building audience on social platform

Think about what they want to do in the future… think about how long you plan to be with a company

Lack of commitment to organization holds people back from taking time to build audience

Assess how it’s going today- look at performance day-by-day

It all comes down to what you’re trying to accomplish

“If you want to be the best or stand out in your career, you have to do stuff differently than everyone else.”

Understanding your audience, creating your content tailored to that… why do so many marketers get that wrong

Step 1: create content

Step 2: know how to distribute it

“Content and distribution are two different things.”

New theme

“Marketers struggle to do their job because they spend too much time with technology and not enough time communicating.”

Can you communicate with the people you’re trying to sell to

Tech cannot magically create revenue- get away from core marketing principles

Technology is not a replacement

Wouldn’t look at tech as a solution until everything else is exhausted

Simplicity and empathy are the focus

“Until you