The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 3 years ago

Chuck Frydenborg and Mariana Just on Account Based Sales & Marketing: Often Discussed, Rarely Understood

ABOUT THIS EPISODE

Often discussed but rarely understood, account based sales and marketing are the new buzzwords of industry. How has this new approach changed B2B sales?

To find out, we invited Chuck Frydenborg and Mariana Just to come on the B2B Revenue Executive Experience podcast. Chuck serves as Vice President, Global Sales and Mariana as Director of Revenue Marketing & Operations at Acrolinx, an AI platform that uses linguistic analytics to improve corporate content.

According to Mariana and Chuck, marketing and sales exist within an intellectually diverse landscape in which buyers are ⅔ to ¾ of the way through the decision-making process about a product or service before contacting the company's sales team.

Both Chuck and Mariana bring deep experience in their respective fields, and we had a chance to ask them about team building, alignment, and building relationships for success in account based sales and marketing.

Being consultative means being anexpert not about your company, because they can get that information from ahost of different places. You need to be an expert about their business youere. Listening to the btob revenueexecutive experience, a podcast dedicated ELP ar the executives train,their sales and marketing teams to optimize growth, whether you're lookingfor techniques and strategies were tools and resources. You come to theright place. Let's accelerate your growth in three to one: welcomeeveryone to the B to be revenue executive experience. I'm your hostChad, Sanderson! Today we're going to tackle and often talked about, but inmy experience little understood topic. That's account base sales and marketingto help us. We have not one but two guests from ACRO Lynks, Charles Chuck,Frinborg, Vice Presient, global sales and Marianna, just director ofmarketing and operations. Thank you both for taking the time to be on theshow today Ma to be her telight excellent. So, let's start with alittle bit of background and because you know when we were growing up, Idon't know about you chuck, but I wasn't playing with my fire engeses andgi, Jo going wow. I can't wait to grow up and be a sales professional, so Iwould just always like to ask our guess: How did you get into sales? Well, theshorter answer that I can give you is that when I graduated from college Ididn't know what I wanted to do when I grew up so in lieu of having that exact careerpath figured out N, I was living in Sanford Connecticut at the time and oneof the fastest growing companies in the area was a company called Partner Group.There was a lot of uz around it. They were growing fast. There were a lot ofdifferent jobs available and I just signed on to work there. While Ifigured out what I was going to do and was a very sports oriented individualat the time ended up joining the company baseball team and most of the individuals on that teamwere from sales and justbig. They weren't smarter than me they they lookkind of like I did, but man they drove much nicer cars and lived in a isn't that the truth. Isn't that so through those relationships, I have anopportunity to speak with a gentleman by the name of richeld who lad NorthAmerican sales for gardener at the time and t en he is now. You know cofounderat serious decisions, and I asked him how I could join the Gartner salesforce and he didn't laugh at me too hard, but as very nicely, as he could madesure that I understood that that was not an entry level sales job that theytypically had. People joing gardener after in a five to ten years of provensuccess at companies at the time like Zerox and IBM, but he was still veryhelpful. I then asked him well if I want to sell a garder. Does that mean Ihave to leave e successful someplace else and then come back and he said no,that's not necessarily true, but what you would need to do is go over to theresearch side of our business spend a couple years. There unmiliarizeyourself with what we do. The key is use that we SOLV for our plint andbecome comfortable and articulate and discussing those, and then you wouldneed to move over to a client service role and demonstrate your capabilityind, a client facing role, and if you do those things well, then we can talkand that's what I did and I came back and approached rich four years later,when they had territory and northern New Jersey that they couldn't fill andI think their choice was near and empty territory. After much consideration, they chose me.I had a lot of success and it came pretty fast. So that's kind of how thatworkd, axcillently rich is a great guy. We do we do a lot of work with seriousdecisions. So it's it's interesting. How small some of this universe is thatwe all live in...

...absolutely John or close friends ofmine to this day and people that have had a strong intelo on Somach wereexcellent, and how about you, mariant, I looks like from when I was doing. Ourreseach looks like Yeu, went to northwestern and focused on businessand marketing much earlier than I did as I went through my career curious.What keeps you passionate about marketing yeah? Definitely so I knewvery early on that. I wanted to go to business school. In fact, I grew up inBrazil, knowing that I went to come to the United States and I wanted to cometo the college o thes and there's something to be said about thetime when I I started my professional career and it was probably thetechnology and the marketing technology. I call it. I was very much in themiddle of the marketing technology storm when when I started- and it waspretty exciting an my first internship- I was with a company where we use sellsporce. This is about two thousand and three, and I think Sele forse had 'nbeen around for Mabe four years. Barcatto Hov spot then came soon afterand t wel kind of Oge up together and and just the spread of the Internet,allowing that inscitant seen your audience engaged with your campaignsvery different worlds from just the earlior mids and Google be advertising.So all of that stuff really made me continue to reman excited aboutMarketig, and I knew that that thes such a technology tin like myself, Ikind of wanted to continue on that that and I embrosed it. You have Toyou, haveton BRACI technology foro marking today well, and I'm going to say I'm jealousfor that clarity of thought that you had at that age, because I will be oneof those guys that tells you I ended up in sales by accident, so to have thatclarity makes me jealous I'll. Just be honest, so thank you very much for that,and so let's talk a little bit about aalins check you when te give just alittle high level on aklink in some context, for the audience I bedelighted to so what acrolynx does is ensure that all of the content that acompany creates is aligned with their content goals, specifically what I'mreferring to is tone of voice style, Ciminology and that content is alsowritten in a way that is well targeted to the PERSUMAS that they're trying toengage. We do that by working with the company to understand those content,gulls and then in essence, having a team of computational linguistics,linguistic experts for lack of a better term program, those goals into ourplatform and then, as they have content creators throughout the world. Writingcontent. That content is stiltered through our platform against thosegoals, and then we can make instantaneous recommendations to thosecontent creators to the changes that they need to make to again ensure thealignment between that piece of content in the content goals of the company. Imean that's a pretty powerful tool when you think about it right, so everybodyout there anybody's paying attention understand. You have to create content.There has to be a strategy behind it, but the ability to t analyze it on thefly to apply that AI type of approach is phenomenal. To me now I was aEnglish major as an Undergrad. So for me specifically, I find it extremelyintriguing, the linguistic nature of it, and there is on your website, there'san excellent graphic, yo n, it's kind of the graphics you would expect to seeon a website, but those of us that are in the business it shows is about. Iwant to say I don't know two thirds he way down. If you scroll guys soaudience got attention, go to the website, hit it and it talks aboutstats for success. But there's one element that really caught my attentionand it was specifically greater brand of trust, so Marianna 'd love tocapture your perspective. On how you know an AI powered tool like akrilingsprovides, can actually evolve content to create a particularly human reaction,which is the increased amount of trust.

So I have to ask: Have you finally,cracked the code that allows us to really formulaically, develop trustwith people through great contact? Only, I you think about some of the thingsthat sort of help with brand trust authenticity comes to min consistencycomes to mind the credibility and it to chats point a little earlier explainingof Althoug the product. What is more, authentic than being able to speak withone voice and to speak to your audience, with withclarity with alignment right, you can do that with acgoing. You can in factoget thousands of writers across the Bove to write with one voice,especially nowadays, where you said. Auten is so important, but nowadayseveryone in the organization is a Viner Youve got. You are writing those people. You have h agencies riting for you howO you ensure that they represent your brand, and how can you havebrandtrostef? All of your writers are all of a sudden polishing differentcontent. I mean you Tis, priability y might get sued, and so those are thekinds of things that the Bremarlyte challengs, that that a proences ishelping to solve. It's a phenomenal challenge that as a linguist,selfprofess linguist, I don't know if those that hang out with me on theweekends would agree with that, but I would say the one that loves languageand that sees that the ability to get that phrase ise a thousand writerswriting with one voice. That is something that, in my marketing careerbefore I switched in Tho sales, we struggled with so to know that there'sa potential solution out there is is excellent. So I really appreciate thatso, let's jump to topic in hand, accountbased marketing in sales, ABMand ABS, for those that are in the game, there are hot topics everybody'stalking about it, so chuck from your perspective as a sales professional.Have you seen these two approaches? Change the game? Yeah and I think it,the creation of ABM and ABS is due to the dramatic change in the demands andand expectation of a professional BTB sales person. If you look back, youknow, let's say fifteen twenty years ago, I could even say when I started insales. The reason that or the means by whichyou deliverd value to your potential buyer, to your prospect and the presallprocess, was by being the expert about your company right because they had noother means to learn about what your company did. What business issue itsolved, how you packaged and priced your offerings, perhaps you know whowere the references or case studies that would give them a level of comfortregarding the the investment they were considering making. So they had to callthe company and say hey. You know I live in New York, who is thesalesperson for my region and so e? The job with the salesperson then was to bethe expert regarding the company buyers. Don't need sales people for thatanymore wat. Would I challenge my sales peoplewith is at. We have to be consulative NS. It's a very high level term. Whatdoes it mean? Being consultative means being an expert not about your company,because they can get that information from a host of different places. Youneed to be an expert about their business, about the business issue thatthey are trying to solve, which would lead them to want to interact with youin the first place, and you need to be an expert about their businessenvironment, their vertical the competitive pressures they might beunder the market dynamics that might be stressing their businesses that yourcompany is well positioned to solve,...

...typically now, potential buyers of aServic or product. Don't contact the provider of that product of serviceuntil two, this three quarters e way through their decision making process.So if you're going to be successful in sales and you're going to be successfulas a sales organization, you have to do two things. You have to target yourproactive sales and marketing efforts in a very disciplined, strategic andfinally targeted way, and when you engage those potential buyers, you haveto be able to demonstrate value through your expertise about their environment.It's definitely a more, I would say, intellectually diverse landscape, thatI see w n when I was running teams and stuff, and so I'm going to apologize,may a I'm going to jump questions and come back to one. I know I kind ofscripted this out, but it leads me into the question of teams. So when you talkabout an account base sales, a true account base sales approach. Thispodcast came about because Chuckang I have some connections and the gentlementhat we both know told me. The Chuck was a master, adhiring and leadingsales teams, and so I'm cure its just knowing that your team's coming in andthey obviously are going to be working in an ABS ABM approach. Does thatchange the profile of the salesperson you're looking for today, or maybe eventhe way that you coach them once they're higher? It doesn't change theprofile of the individual that I hire, because the need for ABM and what we'retrying to achieve drouing accountat margin account base sales strategy isborn of the same characteristics that we just discussed that I'm reallylooking for in a sales person. What we require here is not somebody who willwant around just trying to grab below hanging through based upon Inbel right, we're a smallcompany, we're growing very quickly when you look at the scale of thissales team compared to my past, at Gartner or Rasat Astone, we're rathersmall. So when your resource constrained, you must be verydisciplined around who you proactively target to try to sell. So one of thethings I did when we first came onboard, is we established an ideal clientprofile to an essence? Stop that low hanging fruit, picking we wanted toreally understand who our buyers were, and it wasn't very complex. It wascompany, seven hundred and fifty million and above in tech, software,semiconductor financial services, manufacturing and engineering medicaldevices and Farma and Arrowspace and defents the reason that we feell a needto do. That is that we did not have the luxury of wasting sale cycles, gettingin advanced discussions and then have the company inevitably ask what othercompanies do you work with that look and feel exactly like us and where yousolve their problem and have us look at them and go. I well nobody, because we R vecalbefore we felt we needed to be very disciplined around, not only stickingwith verticals and companies where we had a good story to tell where we couldbe consultative, because we had a proven track record of fixing theproblem that they were trying to solve in a company that looked almost exactlylike them and we needed to get disciplined as not just a salesorganization, but a marketing organization about focusing orresources on those targets that would most likely lead to a sail for us,excellent and so l right so we've talked about team. We've talked aboutthis. You know targeting specific profiles, I'm a huge fan of idealcustomer profiles. It does keep yourselves people focused instead ofyou said it nicer. Picking Up, you know...

...low hanging fruit, but there's otherways. I've heard that said before, but really really appreciate thatconnotation to it. So now, let's talk about those target accounts so Mariana.When, when you get a list of target accounser you going to create a list ofaccounts that meet those profiles. How do you go to about creating a plan forthe marketing towards this account? Something that's in alignment withsales in my experience has been much more than just sending hey few emailsand Lett the sales people know what's going on it's much more strategic, it'smuch more intellectual and- and I know our audience be extremely grateful forI- of a high level overview of effective approaches that you've seenin terms of the planning and creation of those target. accountlests yeahtotally and the word discipline has been used here a few times already andI'll see it again. It requires a lot of discipline and I will even back up alittle to before selecting mol started accounts before anything. What I didhere was understand the reasons why we were evengetting into ABM the first place and assessing, if it made sense for ourbusiness, just bycipaly asking questions like. Are there my multiplebior sonas involved the deal size and of your sellcycle, so that this allowsfor everyone to get on board because you wont meed to get everyone body intothis. APM is hard, and I know that marketers Arverwhere, I have thebm bazz very very hard, and he takes a lot ofdiscipline time and getting everyone an war with this. So don't do it justbecause everyone is doing it to Ge. Back to your original question, I STRACto Dibean plan here an apoings into four different stages, so the acomeselection, being the first and inrelation to your question. The acountselection process is really where you're making decisions around how manyaccounts for rap who intarget. If we select SAV five acounts porret thestrategy changes a bit versus thirty four, because then you're getting awayfrom that. Once you want approach to was something that's a little bit moreat scale and that's completely going to change how we go to market. Of course,as chalk mention, you talked about idea. Customer procal e want to make surethat those accounts are within RSCEPCE. You want to bring yourself traps intothe conversation. Do not plan your pounds in silo sales, LEP somlike that aksure that they are bodinto this,because at the end of the day the are the most going to be doing the followup.So you want to make sure that they're, following up with the accounts thatthey also will believe in so that's that first stage, so fine I've got thaton your o fro that seven days is definite planning process. So this iswhere I am looking at. Okay, these are the accounts. How many contexts forcompany do I already have in my database what contact apposition wha Ineed to do and what are the tools that I'm going to use? You were to do someof that acquisition right. We had an INTERAN WO, helped us and we did a lotof trape Engli on Lindne and then different intelligence tools to acquiresome of those contacts. Then then, of course, you want to make sure thatyou're charging, the right titles, T or somnats. All of that comes into thesecond phase, which I cold. They COUN panny stage. The thirdt stage is theTERRGATON Pan, and how are you actually going to market? We did a combinationof physical and indigital Otpeach. We made sure that we hav been around therCampigng, which was based off of any book that had already been from youingwell Ini market. You kind of do want to take something that is alreadyperforming well, especially if this is a proof of concepts like you ast for us,it Wante. You also project managed this really really well, whether you'redoing gen charts or whatever it is that you do to keep yourself or projectmanagement Al, because there is a lot involved in in bringing all of thisethings together and kind of off. You go...

...right and by the way, the entireplanning to execution to watch for US took about ninety days when we firststarted to do this, so it's sort of important to understand how much timeit actually takes. We are a small seen so ou took us, you know about themonths. Well, I mean thet's, honestly, that's still not bad. Well, we worked quickly, and so that'sall of your men stages, the very last one might be the most important one andthat's the mettonment plan you want. You do want to know what you're goingto be mentering before you go to the market and before you waunch yourcampaign. I feel like we're going to talk a little bit about KPS later, soI'm going to not gete too much away right now, but the fors and finalmeasurement and what? What are you KPS so in n that Sholt? Those are thethings that this is how we structered here a APO links and it's a processthat worked really well for US excellent and so we've all mentioneddiscipline. Discipline Discipline, I'm a big fan of that. I believe sales,especially today is discipline. Marketing is a discipline. I have a lotof people that used to before I started doing what I'm doing today. They usedto report to me that used to roll their eyes at that word right. So it's in thesame vein, as you know, patience and focus, and with the digital on slaughtthat we are all living in today. Attention SBANDS seem to get shorter,so I'm curious Meron of what you found to be the largest hurdles internally,when it comes to executing that discipline in that strategy around ABM,getting everyone. Alined was definitely a big Qurl, so, for example, and I'mnot just talking about sales and marking alignment here, that's a givenyou absolutely to have that in order to make Aban successful, but even otherteams within the market epartment. How do you get product, marketing orcontent teans to prioritize this when their goals aren directly associatedwith ABM results, for example, so they had their ownatorial calendar that theyneeded to follow, and here I am asking for new content for ABM campaign. Thatwas definitely a learning process and we kind of had to take a step back andreally ally ourselves on the goal, because again I mentioned earlier: Ifyou're going to do ABM, it should definitely be a homanywide strategy andand people need to be bought into the same thing that I wuld say sespecially.Now that we're looking to scale operationally we're not set up to beable to scale Abiam. Yet, though, I'm not even quite sure, W wants to be ableto scale ABM, don't know if it's the riht aproach for us, but that'sdefinitely a torl that I be tackling, and you know this Comin Borter, becausethe prifal concept that we did earlier this year did really well for so sowe're kind of taking that and scaling so operation ally. I think we're goingto have some corls that were going to meet er dress, okay, excellent. Solet's talk about engagement for a second I have. I have clients that I'vework with or o people. That will tell me, Oh if somebody likes a piece ofcontent, they're engaged- and I don't know about you guys to me- that's justit's a golf clap. It's a lot of sound and very signifying nothing. So I'mcurious when, when you guys, you know start to do ABM and I'll put this toboth of you really. What have you found to be the most successful in terms ofactually getting into deeper levels of engagement with your customers throughthose ABM techniques and approaches? I can yea o you so good. I mean we. Italked about doing digital and and physical, but we learned that you know getting back tobasics. Getting a oat to male piece out just to get someone's attentionactually worked. An we had a great little MOLTIEF, so theevil that I was mentioning earlier that...

...had pe form o well, it was about. Itwas Dhe niningredients to better content, so we tok that whole Thame offood and inradients and we actually turned the box into a cake and from theoutside I looks like a chocolate Kak, an on top of Setachote deliciousnesswith your content, and there was a mot because you do want tosend something that is branted somehow, if you know your lowor, your friend soesince, I natroly smog Y, very nice MOG and we also Sende and not kake. I don'tknow if you know this, but my cakes are all the rage right now yeah. So we had this whole theme around itand hit got people to pay attention and we also personalized it. We had apersonal nome that came from the Br some we did some research about some ofthose people. You know if they had information about themselves, UC better.So you know sports teams or things like that. It doeot very much of a want toant approach to be able to do this in a way that people would pay attention,because if I think or ways that people are going to get my attention, that'show they're going to do it. So as a marketer, I was able to take thatapproach, Ou thinking about how we wanted to to tapkle this so for AMM.That was one Kastet of that, obviously, for different stats of the fun there'sdifferent things that you do for getting people's attention, but fotthat middle of Funo, more ABM, Directo, MEO, has worked bout. A personalizationis key right. I mean people want to feel important. They want to feel likeyou're recognizing them. They don't respond as well anymore to the standard,Hey who's, a marketing, automated email- and we know it's marking, au Omate,because you spelled my name wrong and it was just you know it was: usomething that dumped into it feels that personalization is key. So reallylike that approach to it, then I'm a big fan of thet. If you haven't seen apicture Maam a big fan of cake anyway, but so lettalk about let's talk aboutsuccess, how do we measure success and Chuck? I want to start with you in yoursales teams. Have you found a need to create a different type of complain orset of different metrics for success, for these teams beyond just simplequota attainment, or is it really just a new approach on top of a a verystandard type of incentive plan? My short answer is no and I'll explain whyI'm when it comes to a building a Complan, I'm a big believer in simplicity. I think you need to dothree things. You need to create a complan that has a high degree ofclarity and no ambiguity. You need to design a Conplan to attract thebehaviors that you want, for example, if you're at a stage with a companywhere they've got an annual revenue, Groth pattern that looks like a hockeystick, you know, maybe you want to put in quarterly accelerators for quarterlystand along achievement. For example, you know, I think you better take agood hard look at what you need for the business out of the sales organizationand then structure your complan accordingly and the reason I am anadvocate of simplicity and I'm from the New York area originally-and you know, there's a quote from BildParseles Chad that I have carried with me, given that I chose to do for aliving which is you are what your record says. You are you know, dut porcells didn't have alot of patience for somebody on their team saying were the best three andSixteam in the league. You know all that mattered is Yur your three and six right, so I think you've got astructure complants around performance and that has to be the most importantmeasure for a sales person. I am not, and I want to make sure this isunderstood. I am not saying that there aren't activities haviors, just simplythe way of going about your business everyday, establishing secondary KPIS.I'm not saying those aren't important,...

...but I've always been a believer in thatbeing something that is managed to encoach to and mentor to, as opposed tosomething that's droven through cop excellent, excellent, all right. So howabout on the marking side? Maran? How do you? How do you recommend people setup Kpis to tract the effectiveness of Thei R of their ABM campaigns? I feel really strongly about this, andthe way that we did ' appear is restructured our mevurement in threephases and especially because we were doing a proof of concept we kind ofwere I had some hypothesies around what it would take for us to be able tocontinue with ABM. So within three weeks of launch, you should probablyhave early indicator KP TAT, your tracking and I'll talk about that on asecond because it is, it is important, so, three weeks early toyears thirty tomine days, I am starting to look at overall engagement increase from acontent, consumption perspective, downloads and website visits. Emailopens all of those kind of things and then that, six to twelve months timeframe at this pros, we have a really mone cell cycle. I'm looking at overalfon velocity deal close and n even sort of increase deal size. We were notthere, atwo oviously abms new to us, but I wanted to go back to those Olyindicators, because this is kind of what was going to make a break UScontinuing to do this or which direction that we would take. I wantedto prove out when weve developed our ABM plans that iyou'e based on industry standards, ABM,should help you inprease philosophy right, and it should help you US putsome of your cost an you have. So basically, if looking from an involvedapproach, it typically takes an involned to mql twenty eidays to becomea meaning, so my hypochosis was bove APM. It could really take fourteendates, and I want my meetings and my cost of my Netis to be cutting Houf andwe were able to do that. We were able to show as part of those or LeIndicators, like I said, fourteen days from when someone received a campaignWer, they direct mail to Wen, more woepe, Om meeting with them that tookabout fourteen days. That was really really important for me to be able togo back to the management and say this is working. This is exactly what Iwanted this to do so understand what I gets important to you. One of mine,most important ones again, are intoestimating FOM Vartin. So I wantedto be able to understand how we bean Wen infact that right away excellent.Those are amazing, amazing insights for the audience. So thank you very muchfosharing that thin congratulations for hitting those it's it's impressive. So,let's, let's talk a little bit about team makeup in terms of structuring asales or MARKETG team inside of an Abma, be ask kind of structure. Is the do theteam Structure Look Ana different than what most people would consider, anormal sales team, chuck oal be done different things to structure that teemto make sure they work seamlessly with marketing play well with others. Allyou know all of the standard objections that we hear about sales, a market andget along. Have you had to adjust the way that the team has been structuredor found something that works better? Well, first I'll tell you: I have livedin an environment where sales and marketing were somewhat adversarial, soI know what that's like. Thankfully, that is not the situation here. Mariand our entire Marter Morin organizations led about a chryswoliseor have been outstanding partners. Props and the reason they have been isbecause we're collaborating all the time we're passing along feedback,we're discussing not only successes, so we can repeat them, but mistakes, so wecan avoid them. They've been...

...outstanding. Regarding the Organizationof my team, I think you use the word unusual. I think perhaps I don't view the way where structure orthe direction we're going in as Nusual, except when I look perhaps at t e sizeof our sales organization. You know we don't have a huge team, I mean globally.We have now eleven field reps and five business development raps, but in ourquest to not only make our ABM effort pective but also and I'll, go back toyou know what we discussed earlier on. This call a relative to the need forsales of people to be consultative. We are transitioning as rapidly as itlogistically makes sense to move from the geographic territory organizationthat I inherited to a verthly oriented territorial one and that simply becommean- and that's not a criticist M til. What I walt into here, when you haveyou, know three raps in the United States and three in Europe, you reallycan't be aligned. Dertically yeahit doesn't really work w. We we hade central West, go, get hem guys, but now that we've scalled the team, weknow that the path towards ar accelerating our groth is to ensurethat we're putting our sales people in the position where they can beconsultative about company about industry, and the only way to do thatis to enable them to have that focus. So we have one tech, specific territory.I now have a. We Call Enterprise Account Director that we've moved froma geographic specialization to being a financial services, subject matteroverlay and we're going to continue to seize those opportunities. So you know,if I have somebody that's in a go close a couple of farman deals, because a lotof the farmer companies are in in the Northeast and New Jersey, then wellgather those Farma accounts around that rep and enable them to be consult excellent, Al Right. So let's thesekind of questions next question s always give our audience insights tomake sure that they understand their world's not much different than thepeople that we talk to and so as a sales executive. You mentioned the wordbusiness issue it earlier in the interview an I don't know, if that'sbecause it's part of the framework that you've been exposed to it's a ward I'sa phrase I'm very familiar with, and so when we look at you as the head ofsales, what's the top business issue you're focused on today? What is it?What's the KPI year being measured, Whith Er really focused on to insuringthe team, helps you achieve Jad. This is going to be a shocker, a revenueGrove, no, what I've never heard that before and I'm saying that it's serious andit's tongueand cheek. At the same time, we have double the size of our companyin the last two and a half years, but we see an addressable market thatoffers us an opportunity to significantly accelerate that groth andto do so in the short term right. So my focus is enabling us to hit those shortcar revenue targets, while also building out an organization that isgoing to be able to scale a longer term and in doing so not place accralints ina position where scaling a bunch and then we have to do a reset and reor andthen scale again right, we're very focused on making sure thatwhat we do, how we align ourselves raps, how we build territories that are we'redoing soin away where, as we continue to expand, the structure is one thatwill be able to sustain excellent,...

...excellent in Maran. How about you? Soif topline revenue growth is the overall business objective? How are youmeasured? You know what are your Kpis to make sure we're contributing towardsthat that objective? Well, one of the things that Bal isalways focused on is accelerating the funnels. So what are the things thatare holping with that? It's you know my versions, my my KPRS, I didn'tcoractually earlier, but my tile actually contains to work. Bi You w itsDIVEC to a proem Yo Min. Did I screw that up? It's okay, im! So sorry, I'mso sorry, I will fix that ind post, I it's Aot o celebrating the funalright, so some of the goals for me for the remainder of the OUIL, be tocontinue to tackle that a ABM is one way that we found t to be able toaccelerate the th funnal and to be able to create this sort of more predictablereport on how marketingis actually helping with Avenyin growth- and youmentioned a little bit earlier that you know the the listeners like to hearthat people have some of the same challenges. Trust me: We all do particularly with enterprise lot ofsales th the funnal as long the fundals converson and can also become meedingsmades, not become opportunities, things that stuck and then for me, it becomesmuch more than just optimizing campaigns right. It's implementing orhelpbeinable our bdrs, for example, to be productive, how motivate them andChokand. I work really closely with that, because obviously NPLs are beingsent over to to our VDRs, and it is my responsibility to to make sure thatthey are oductive, the o, the video Sha productive, that they are motivated aswell and to help them and to overcome those challenges. Those are all kindsof things that have been very much top of mind one. So it's all of the aboveexcellent all right. So, let's Change Direction here, a little bit. We askall of our guess kind of two stantard questions towards the ENDOVITAinterview. The first is simply as revenue executives and I will I willfix that Marryon I apologize. I should make sure that word is iner title thatmakes you guys, to put it bluntly, prospects for other people that are outthere trying to sell things. So I lways like to ask our guests if somebody'strying to get in front of you that you don't have a relationship with there's,not a referral, but it's somebody who's really trying to capture tension andbuild credibility. What works best to capture that attention and get thatfirst conversation with you and set it up for to see if there'sactually a solution that they might have for you and so Mariana. Let'sstart with you what captures your attention and builds that credibilityyeah? I think we talked about personal uzation earlier and Sha said Deraivalue through your expertise by. I want you to to know me to be relevant to meand understand my bangs and and speak that language right. I am not a goodexample bcaus. I feel like Iam a sales porsons Driam come through, I'm prettyactive. I have a log where I write about themangeneration, so I can those guys have it easy, because it can very easly findwhat things are off concerned to me. So research that you're going to findstuff visible, actually BOT my ittention. They did a really good job.Recently, they sent me a small Abim package. She had just some candy in itand but the note was really personalized in this Guy Knowe and heknew all about my bog and he e understood that you know I wanted tounderstand or to do aftrobution. So those are the things that are importantto me and that you catch my attention in this world of emails...

...all the time and thousans of emailesHolming, again im readias. You have chap right now on red, we're probablyinto at least three digits, I'm Onea on o four right now, yeah, sowe're sill in the three digits I spend most of my nights. This isprobably more information. You guys want to know about me, but I'm a shareas you'l learn IV spend most of my nigt happy hour, going through the emailsand figure out what I'm actually going to read and what I'm not, and it'samazing the longer that I says the bar. I respond to more that I get to laterin that list. I'm not sure why that happens. I just maybe it's just becauseI've relaxed at the bar for some reason, not sure but chuck. Let's ask you the samequestion. What captures your attention then helps build that credibility, soyou actually give somebody some of your very valuable time will chat. First.I'll admit that I love the question, because I have gotten to the pointwhere, if my iphone lights up on a call and it's a number as opposed to a name-I don't answer Yeph, which really means I have a lot of and EI guess on theAnti Marri there, because she'sshe's friendly and here I am leading thesales organization and I'm like No. But you know it's just hat a necessity.So I have a lot of empathy for the tasks that we've charged our GDRs with,and what I look forward to answer. Your question is the same thing that I keptin mind. You know twenty push years ago when I was baynging the phones atGardner trying to get appointments. I always took the view that if thatperson answered the phone, an listen to the voice mail, I had five seconds togeve them a reason to keep listening exactly I can. Actually. I was thinkingabout the econd while Marrie was talking. I could use an example. Ilisten to a voice mail God now it has to be over a year ago, fifteen monthsago, and I kept in touch with the salesperson and the voice Mell RedHiness, Michelle Boch from sixter. If you are concerned about how to expandthe reach of your sales team, please call me perfect that that is aperfectly crafted voice. Mal, yeah and- and I was- and I was sitting in anairport waiting for delay- flight, listen to the message, went to deleteit and went weight chut. That is something that's freaking. You out. My Watch and was like I have time. Ohwhat the hell and I called her. Then she answered the phone and three monthslater we had sixter all of our email signatures company wat. So if you getto know me and I'll define it to know me as say something to me, that'srelevant that can help me do my job, then I'll call you back if get to knowme is you've. Looked at my linkedin profile for thirty seconds, and youreferred to Ta like two things to make. It seem like you've done research. Idon't care right right. personalization is key. Everybody needs to understandthat out there all right so last question. Well call it our accelerationinsight. There's one thing: You could tell sales marketing professionalservices, people one piece of advice that if they listend that is always thecovout, if they listen, you believe would help them hit their targets. Whatwould it be and why we start with euchup this time, have the courage toengage in honest introspection, that'sa heavy one? Well, but you knowwhat we do is really difficult, but the people that are successful in sales orwhatever discipline that they pursue. They are successful because they haveidentified the activities that make them successful and they've gottendisciplined around that and, at the same time, they've identified theactivities that potentially aren't the best use of their time, or maybe theactivities that they really like to do, but don't really get them closer totheir boals and they've Goten, equally...

...disciplined around eliminating them.I've told people that have reported to me many times if you're spending timetrying to justify what you're doing to me, you're missing the boat, IG Youn tobe able to justify what you're doing and how you're doing it to yourself soyeah, I would say of all qualities, are things that people can do having thatgift of of introspection. So they can be honest with themselves understandtheir straints t, understand their weaknesses and continue to improve.That's the most important that I agree. One hundred percent I think sales rapsis particular have too much tendency to look outward rather than inward. Youdon't change other people, you can only change yourself. So thank you for thatthat is beautifully put how about you mare, one thing that you think ifsomebody listend to it would help them crush their numbers or be moresuccessful. Well, it's fine that chap got all philosophical with that answer on the same path. I got calledOtfirtyaly. What I say is aline and and relate. I think, it's very easy forcells and marketing to sort of get into their own individual world to notreally see the big picture I like to say, leave her egos at the door becausethen you're not doing what best for the company and in Relationshi ANABM. Ithink it be Enforceng you to do that and to be that way. So, obviously Ithere's no success. FULWE BM without that kind of alignment, so I would sayfresh and formost. Try To sereally really is reallyimportant alignment and be empathetic. I love it. I love it perfect. Ifelisters interested in talking more about an the topic, we touch onlearning more about Accra links. Where should they go first? Where would youguys direct them to my team if you would like to I'll make thisreally easy? If you would like to learn more about us, my email is Charles stof Fridenborg atAkrolynxcom, please reach out thancellent whell cannot thank you bothenough for being on the show today, his been a great conversation truly haveenjoyed the opportunity to speak with both of you sae. Thank you. Yeah we'veenjoyed it as well. Thank you chat, all right, everyone that does it for thisepisode. Please check us out at B, Tob revizeccom. You know the drill, surethe UPISODE friends family's coworkers random people you meet on the street.If you like what you hear to is favorite redister view on high tunesand until next time we avevalue prime solutions, which you all nothing, butthe greatest success. Are you concerned about hitting your revenue targets thismonth quarter or year? Your answer is value. Prime Solutions, a sales,training and marketing optimization company leveraging the valuesellingframework visit, www, dot value, prime SOLUTIONSCOM and start acceleratingyour results. You've been listening to the BTBrevenue executive experience to ensure that you never miss an episodesubscribe to the show in Itunes or your favorite podcast player. Thank you somuch for listening until next time.

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