The Revenue Cafe

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Rosalyn Santa Elena, Founder and CROO of The RevOps Collective. She explains why having a well-defined ICP enables your strategy and helps prospects understand why they should care.

Since results matter, give yourself the best likelihood of success by starting with your ICP. Rosalyn highlights that the current downmarket makes being efficient yet effective more relevant than ever. Learn more in the latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

A well-defined ICP allows you to use resources efficiently and effectively - Rosalyn: "Having a well-defined ICP, again, focus, focus, focus. Helping you focus your resources, things that we don't have a lot of; right time, money, right people, we just don't have enough resources. So you need to focus your resources on the right programs, the right processes, the right activities."

You can find out more about Rosalyn in the links below: 

• LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/
• Website: https://therevopscollective.com/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Rosalyn Santa Elena, Founder and CROO of The RevOps Collective. A longtime RevOps practitioner, she has spoken to dozens of companies and seen the same challenges.

From vague ICP, "spray and pray" versus targeted programs, and prospecting with irrelevant messaging, Rosalyn explains why companies should CARE about why this is a problem. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Understanding your ICP affects everything downstream - Rosalyn: "If you don't understand who should be buying your product or your services, how can you tell or convince a prospective buyer why they should care? Why they should be buying?"

"So really understanding who that right customer is, ensures that all of your downstream initiatives, your processes, all the activities, your campaigns, your account plans, all of those things that encompass your go-to-market overall. All of those can be focused."

You can find out more about Rosalyn in the links below: 

• LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/
• Website: https://therevopscollective.com/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Ryan Donovan, Chief Product and Technology Officer at GRIN. Today, he dives into Reforge's quantitative methodology, how to establish it, and its goal of creating habit users that you can upsell. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The 4 moments in the Reforge methodology - Ryan: "The first moment is the signup moment which is when a user has actually joined the product. The setup moment comes post signup, which is what you need to do to actually be able to derive value from the product."

"The aha moment is when the user experiences that core value proposition for a first. Then the habit moment is when they're receiving sustained value on an ongoing basis around your product. And you could, you do this by these moments."

You can find out more about Ryan in the link below: 

LinkedIn: https://www.linkedin.com/in/rdonovan/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Ryan Donovan, Chief Product & Technology Officer at GRIN. Ryan introduces himself with a little background information and talks about using data to reinvent your product roadmaps.

He then proceeds to break down how to create a customer-centric roadmap by using both qualitative and quantitative methodologies together. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Qualitative and Quantitative Methodology - Ryan: "In order to make sure your roadmap is the most customer-centric possible, the best practice I've seen now having done this for a while is that you really want to have both qualitative and quantitative methodology to measure your product market fit and customer adoption."

You can find out more about Ryan in the link below: 

• LinkedIn: https://www.linkedin.com/in/rdonovan/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Sam Isaacs, Owner of Sam Isaacs Consulting. Without emotion, brands can create the best products in the world but they would not sell. Sam discusses how finding pain points and eliciting emotion work operationally and how this figures even from a budgetary perspective.

HIGHLIGHT QUOTES

Emotion is the key to making people open to change - Sam: "What we need to do is create an ability in a human's mind to have them emote so they are open to learning something new. Like 90% of us are not open to learning something new, and so when I flash that picture up of all those features, you just be like, ugh, another sales rep."

You can find out more about Sam in the link below: 

• LinkedIn: https://www.linkedin.com/in/samisaacs/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Sam Isaacs, Owner of Sam Isaacs Consulting. Once early adopters and investors surround a startup, it becomes an echo chamber, and almost overnight everything starts to slow down. This happens when you start leading with features. Sam advises startups to think about the humans that used your product and create a presales process to elicit buyer emotion.

HIGHLIGHT QUOTES

Pivot to users once your buyer base moves beyond first adopters - Sam: "This is the number one key mistake where I see fantastic products with good product market fit solving a good problem fail because of the go to market. So what does this mean in practice? Reverse your approach. Think about the humans that use your product, not the product itself."

You can find out more about Sam in the link below:

• LinkedIn: https://www.linkedin.com/in/samisaacs/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Stewart Hillhouse, Head of Content at Mutiny. Stewart shares his key takeaways on content that converts: get comfortable with zero-click content, stop producing random acts of content, and build future pipelines by leveraging super fans.

HIGHLIGHT QUOTES

Zero-click content leads to more clicks - Stewart: "Giving away 80% of the content without a click actually gets your message across, makes you seem more interesting, and counterintuitively, actually leads to more clicks."

You can find out more about Stewart in the link below:

• LinkedIn: https://www.linkedin.com/in/stewarthillhouse/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Stewart Hillhouse, Head of Content at Mutiny. His hot take is that over-indexing on conversion focused content actually decreases your conversion rates and makes it harder to prove the pipeline for content marketing. He shares his 3-step process in creating content: get insight from the audience, choose a repeatable and practical format, and string it together into a larger narrative.

HIGHLIGHT QUOTES

Content that’s focused LESS on conversion actually converts more - Stewart: "Content that isn't focused on driving a new meeting booked or a new free trial signup actually does a better job at turning readers into pipeline than those conversion-focused pieces."

You can find out more about Stewart in the link below:

• LinkedIn: https://www.linkedin.com/in/stewarthillhouse/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Tarmo van der Goot, Vice President - EMEA at Chargebee. For CFOs in today's market, a product that solves a technical problem is not enough. Sellers must listen very well to determine and quantify what the true business problems are. Tarmo also shares how enablement helps new reps develop good habits, as well as the central role of empathy in making discovery great.

HIGHLIGHT QUOTES

Be empathetic to quantify a prospect’s business problem - Tarmo: "Hypothetically, let someone comes to your discovery or your demo and they say, well, I have a problem with my invoicing. That's a technical problem, right? So what a lot of reps do then is, well, I mean, if you have a problem with your invoicing, then let me show you how awesome that we can solve this.

"I mean, yeah, a lot of people can probably do the same thing. You need to be empathetic and listen and actually understand and ask some more questions around, okay, so if you have some technical problems with you're invoicing, what does this actually mean? Like, why are you having those problems, and when those invoices are not working the way it should, what does it mean for your balances?"

You can find out more about Tarmo in the link below: 

• LinkedIn: https://www.linkedin.com/in/tarmovandergoot/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Tarmo van der Goot, Vice President - EMEA at Chargebee. Discovery fatigue is real, but it's likely not what you think. Tarmo gives the zoo as an example. Buyers, when they go to the zoo, they only want to see their favorite animal. In your demo, you can't jump to a product or price without first knowing what the problem is. How? Sellers must be empathetic and conscious of wasting time.

HIGHLIGHT QUOTES

Know what "animal" your buyers want to see before the demo - Tarmo: "If your buyers are scheduling demos and you basically immediately start with showing your product but you don't know what the actual problem is, then literally, you are the problem because you're not giving me what I'm here to see. So discovery fatigue, it is a real thing, but buyers do still love a good discovery. What they don't like is a bad discovery"

You can find out more about Tarmo in the link below: 

• LinkedIn: https://www.linkedin.com/in/tarmovandergoot/