The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 4 years ago

Dorene Rettas on Data Protection in Sales & Marketing

ABOUT THIS EPISODE

Data breaches, like the recent Facebook debacle, have put companies of all sizes under increased scrutiny when it comes to data privacy. New data protection laws and regulations, such as the General Data Protection Regulation (GDPR) in the EU, are being established to combat data breaches and provide increased transparency when it comes to data usage.

We sat down with Dorene Rettas, head of Cyber Security Hub for IQPC, a live events and digital media company, to discuss how an increased focus on data protection and cybersecurity will impact sales and marketing teams moving forward.

You are listening to the BDB revenue executive experience, a podcast dedicated to helping the executives train their sales and marketing teams to optimize growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. Let's accelerate your growth in three, two, one. Welcome everyone to the BB revenue executive experience. I'm your host, Chad Sanderson. Today we're talking about two extremely important topics, so I hope you're going to pay attention. We need to talk about things are going to affect not just business, of course, sales and marketing, which is our focus. We've all heard about the data breaches at experience, facebook and others, and this creates an increased focus on things such as cyber security, which are going to have far reaching impacts for businesses and professionals moving forward. Another facet to data protection which everyone is hearing about is the general data protection regulation, or Gdpr, being rolled out in the EU. If you haven't heard about it, I suggestion look it up, because it is going to have pretty significant impacts in the way we do business. To help us explore these topics, provide some clarity and insight we have with us. DOORING rettis, head of Cybersecurity Hube for IQPC during thank you so much for taking time to be on the show today. Yeah, thank you, Chad. Glad to be joining you and glad we're finally connecting. It's taken a while, but I'm so that's maybe why I'm so excited, because it's just been that scary city principle. I've fought to get you on the show. Well, I am glad to be here. Excellent. So, just for our listeners, just give them a little context. Can you help understand cyber security hub, what you and your roll there and what you guys are aiming to do? Sure, so, I'm at a high level and just understanding or organization right. IQPC has business unit in a variety of industries, from customer experience to Enterprise Mobility and cybersecurity being one of them. And so within each business unit we have sort of two areas that we focus which are live events and then our digital media business, and that's what I run. So I focus strictly on the digital media platform. So for cyber security hub, what we're doing is generating content daily for our audience, which is comprised of, for the most part, director level and above, executives that are focused on the cyber security initiatives within their organizations, and so my editors role really is to continue to provide content that they're going to utilize within their business to help secure it. Excellent. So we've tackling some pretty heavy topics today, so I want to dive right in first to cybersecurity. Now, most of the audience and if they're like me, they've heard of cybersecurity. I work with some cyberscurity firms, so maybe I know a little bit more than most. Most of us, whether we're aware of it or not, been impacted by poor cyber security. I got I got caught up into the experience hack and the target hack. But I'd like to get your perspective on what this increasing focus on cyber security means for business and professionals. We can make it's a little bit more tangible for them to understand the impacts and try and get ahead of it a little bit. Sure really, the reality is the world is becoming fully digitized right everything, and I literally I mean everything, is being connected today. I see here a lot about Iot or Internet of things or what I like to refer to today as Internet of all things, and with that it means a constant movement of data electronically. That inevitably means more vulnerabilities. So, regardless of what the industry is, the risk of exposure and breach is there, and with that comes in increasing need for cyber security. So it's critical from for employees and it or information security to be communicating so that there's a clear understanding of the goals for cyber security and how you're going to protect not only the organization as a whole, but both the customers and the employees data. That makes sense.

It does, it does. I like that. And so if anybody out there hasn't looked at the cyber security hub, check out the website, because my questions are going to be around the content that is out there, which is quite impressive. And with all of that content, I mean you guys have been you think you launched last November. The amount of content that is out there is extremely impressive. But when you look back since the launch, has there been one piece of content, one insight that is kind of even caught you off guard, even though you're, you know, emerged in this in the cyber security space. So I knew you were going to be asking me this question. I looked into I looked into our analytics since the first of the year and I really was actually very surprised. So there was one piece of content and it was fairly simple. It was my editor, Dan Gunderman, sort of doing the recap of some research that was out there by a vendor around the threats with Apis, and so that you know, if you asked me today just generally speaking, Hey, what is your your audience really interested in, that wouldn't have been one of them. But yet it's, you know, it's one of our most read pieces of content and so clearly that headline hit a nerve with our community and something for us to be aware of. It's a in the APM curious on the API said I would love to dig into that at some point. I'm maybe not today. Why the API side? Because that's not a very visible side, I mean at least not to guys like me. I'm that it. So you know what, I think that you hit that on the head. I think the fact that we raise the point that there's a new threat vector in Apis sort of made a light bulb go off to these security executives who are charged with making sure that everything secure, and they probably were thinking the same thing you are is, is that really where hackers are looking? Well, maybe it's something we need to be paying attention to. Excellent. Raising the awareness of threat vectors before they become the next headline. Excellent. So we've all heard our hearing about Cambridge, analytic experience, target, you know, I mentioned and it all feels very personal. Right. So it affects me on a personal level, but I'm suious. What advances in cybersecurity are you seeing that will impact business professionals? The American consumer market will soon include six generations for the first time. Prepare for the era of personalization and total connectivity, with insights from consumers at two hundred and fifty. Join the conversation at a t carnycom forwards consumers two hundred and fifty. So it's a hard one. I look, at the end of the day, I think they're from a cyber security perspective, there's just going to be increasing any more skepticism and fear, and so that makes overall communication more difficult. Right. So simple example, if you look at marketers who rely heavily on social media. Bit Ley links have been a stable for some time, right when it allows them to, you know, stay within the word count restrictions or character restrictions. So you know, we started hearing from our audience members that they wouldn't click on bit Ley lengths because there were some fear along with that. And so if you just look at more restrictions being put in place, it's going to make it more difficult for sales teams to reach out to prospects. Emails are getting filtered. There are so many different solutions out there to filter emails and block website and that just makes the prospecting and outreach more challenging for both the yes, it does, yes it does. I love filtered email, don't we all? So there's obvious industries where, you know, we hear about cybersecurity or financial services, healthcare, hippo compliance, things like that are obvious or kind of obviously, even for people who may not understand the depth and breadth of the need for cyber security. But in your exposure to the market, can you kind of give us an example or insights into some unexpected industries or ones...

...that we may not think about all the time? That are really focused on on cybersecurity and how they're tackling it. So maybe because I live and breathes, I don't look at it as any industry being unexpected. I think every single industry, regardless of the size or vertical that they may be in, has to be addressing cyber security. And if you don't, your ill prepare right because, regardless of whether you think your data is valuable, I can tell you that hackers do. And so, where you may be mentioned financial services and healthcare, I think just as is important, and probably not an expector, or you tell me maybe it is, is local, state and federal government. I mean, look at Yeah, I'm sure you sold the headlines of what happened in Atlanta just a couple of weeks ago. Yep, that's big right. When government gets affected on any level, that's huge. So you know, the ones that I hear most frequently certainly are all levels of government, financial services, healthcare, manufacturing and must not forget technology. It's funny that the tech companies have a tendency to forget sometimes they're providing the solutions, but they're still in the same pool and have to still really yeah. So, okay, so now all the focus on cybersecurity. We've got this. It's not new, but it's definitely a role that is rising and recognition right, CIS oh in the organisations and I see a lot of content about making sure they have a seat table, which it's kind of an age old thing, right, anytime there's a new part of the organization, even, you know, sales enablement says, oh, I should have a see the table and stuff like that. But when you look at that CIS oh having a seat at the table, what role should they play in shaping strategic business objectives or is it more of a defensive role? Yeah, so I have a strong personal opinion on that. Before but before I get into that it I was reading our recap last night. So every Tuesday we do a recap of a radio show called pass for seven that is live on Monday evenings, and this Monday's interview was with Gary McGraw of Synopsis, and so I'm reading our recap up it and he describes the four tribes, if you will, of the sea cell and tribe one is, you know, the sea, so that get gets lines of business to participate in the security mission. So these folks might be technologists, but they look exactly like they're senior executive peers and they have a seat at the table. And so here's where my you know, my personal opinion comes in. I think it's critical bettes see so truly does have a seat at the table. We're so past the point of being react reactive, it's just unacceptable. Risk Assessment Threat Intelligence there are a must and I think when organizations are focused now on digital transformation, see Soos have to be involved in the process at the early stages so they can I mean it's table step head where it's table stakes right, that you because of the digitizational world. Ever, they definitely become ever more increasingly important in terms of all right, we're going to make a business decision to do x, and then the person making that many the CEO or the boards, they're not thinking about the security exposure. They have to have that walk from beginning to add it can't come in at the end and try and, you know, wrap it all up and make it safe at the last minute. Yeah, and I think so the old adage that, you know, I key or security folks are the enemy's if you speak to see so's, it's just not the case. I mean I you know, we speak to them every day and they don't want to be viewed like that. I mean there certainly are some like with anything but the but the bulk of them don't, and they understand what the employees want and the user experience they're looking for and they are themselves trying to balance the too. So how do we help digitize the...

...organization right and go through the transformation that's necessary, but yet still protect the assets that we have to protect? Excellent, excellent. So let's jump into GDPR. There you know, it's all over the press. It's an interesting I mean I have to say this affects me as a business owner. We've had to do GDP are readiness and make sure we were actually starting to see contracts that have clauses where we have to prove right, and the fees associated with this are no joke. Mean they can be pretty hefty. So when you look at it from an organizational standpoint, it's another thing you can have to do from curious how you see that data compliance, you know, filtering down to sales and marketing professionals and what should you you know, how do you summarize what they should understand? About GDP are in the way that they're conducting business. I laugh when I hear GDP are because it kind of feels like winter here in New Jersey is never going away ever. It you so kidding aside? Look, it's a thorn in everyone side. It's going to make things more challenging, but we've gone through so many things right in business that are challenging and it becomes just a new way of work. We're going to adjust. So it's a buzz right now, and understandably, but will adapt and I do believe everything will be fine in the end. I'm sure marketing people are laughing at me, but it is what it is. You know, I don't think it can be summarized. I think education is key. Having training for sales and marketing from the top down so that employees full and fully understand what they can and can't do, and putting policies in place within every organization for those sales reps to understand is going to be critical. And Yeah, I mean there's there's some drastic changes taking place and there's going to be some, you know, a lot of trial and a lot of learning as we go, but I think it's employees are educated and fully understand what the mean restrictions are, and you can read the summaries on mine. They're really it's really not as hard to comprehend if you delve in. Well, yeah, and with sales reps, you know there I got a question the other day on GDP are because they this individual cells globally and they maintain, they're supposed to maintain, all their contacts and information in the CRM, right, but it's sales right, so you know they're not. And so I brought it up and said, hey, you're pulling this information off your personal laptop. You'RE gonna need to be really careful with that. And it you. The look on the face was just, you know, absolute wait, what are you talking about? And I was like sent him a couple of leaks to read these summaries. Just understand, as a professional today, this is something you need to be aware of. So I think I think that's great. Well, and here's where it gets more I think where it gets more confusing. To your point, even if you have a arm right, there's that right to be forgotten, which is the immoval and a race racing of data. Right. So this is where even I need to get further educated. So you remove somebody's data, as be been requested. Now you have a new salesperson who just joined the organization and they're a hunter and they find somebody's data on Linkedin or through some other source and they've now uploaded them. If they've already been a race, how do they know right? So there's all these lines that are still very confusing. I love that phrase, the right to be forgotten, but it's I mean that's essentially what we're providing. I mean it's that's why you see all the articles on how to delete your facebook accounts. Yeah, by the way, that's been done by me just now. Data downloaded and the delete button's been hit. Yeah, Nice, Nice. Yeah, I haven't seen Zuckerberg's testimony from was it yesterday before words in front of Congress, but I have. I want to go check that out. I've got the facebook stuff. I just haven't, haven't. I don't know. It's I'm not that worried. If somebody wants to know what I'm doing, Hey, well, power to you. Like, if you're listening, Lexa, you can you board out of your mind. Yeah, I just got tired of it more than anything, and I was like, if I'm not using it anyway, it's time to just delete it...

...all. So, when we look at kind of the future cyber security and some of the trends right that are coming down, what do you see being like the next big trend in cyber securities? It will just, you know, focusing on increasing awareness or changing attitudes, evolving attitudes, implementing more technology. What kind of things are you seeing on the horizon? I'm not sure I'm honestly the best person to ask that question. I think the folks are in the throws of it right the real cyber security executive probably have a better outlook. But to your point, awareness is key and as well as balancing that privacy and security and the user experience in security. And I'm sure see Soos will be rolling their eyes and shaking their head as I say this, but I believe there's going to be more of an acceptance from employees with cybersecurity initiatives because as considered consumers to write and so media is covering it constantly and there's more of an awareness of the vulnerabilities and the threats and so with that I think employees over time will become somewhat more accepting. Yeah, I mean they're not really gonna have a choice. It's just the real it's the new digital reality, right. It just changes things and he's kind of there's a certain things you just have to accept and be aware of exactly. So is what it is y? Yeah, right, it is. You can, if you can, complain about it, but nobody's going to listen to you complain. So suggests exactly. So let's pivot here a little bit and talk about you know, I keep you seeing this cybersecurity hub and how your sales and marketing functions have been impacted by cyber security and GDP are. Have you guys taken stuff, because you live and breathe in that space, to do things differently or enable your reps and your teams differently because of your awareness? So sort of twofold one. I probably should be saying, yes, that we've been abling them differently, but no, probably haven't. I think one of the things that is were fairly proactive. So I think because we've we've been writing about it and, you know, we've known it was coming early on, I think we've been a little more proactive than others. But some of the other ways that we've sort of change things is we recently had to end a contract with a platform that we were using for prospecting and my sales teams were appalled that we would take this away from them. God forbid. We made some changes, right, but we were not confident that they were GDP are compliant. And so you know, not only do you as an organization have to be GDP are compliant, it's critical that you know that your partners are, because if you're they are not and you you're interacting with their dad, there's a risk for you as well to be penalalize. Sure. So, yeah, I mean that's changed. And here's the other thing to it is going to change things and it's going to hurt in the short term. But if you look at double optens right as an example, so I'm not so sure that it's going to decrease engagements drastically. What it is going to decrease is some inflated numbers. But if the folks that really want to consume your content and really want to interact with you are checking the box, do you really care about all those other people right right? It well and I think it's a really good point, and I know this wasn't part of the questions that I said events, but that is a phenomenal point. I myself running a company and having done marketing in the past. You'd look at those numbers and you'd be like, how in the world is who? I have fifteenzero people for this news letter that started, you know, five months ago. I don't know these people. I want to have a relationship, right. So I think I think there's a very important point for people understand that it may be rigorous to go through the changes and be compliant, but the shake out, the positive side of it is you'll have people that are...

...truly interested, that you can truly form relationships with and better serve that community. Yeah, and you and I are of the same belief with that. And then, on top of that, if you think about all of the noise in your inbox, right, if that gets decreased because I didn't opt in, so I am no longer getting communicated with. No, obviously I'm not within, you know, the European Union, but for those they're that have that, their inboxes decreasing and so now the stuff that they really cared about is top of mind. They're able to interact with it much quicker because it's not mixed in with hundreds of other emails. So I think again, doesn't change the challenge and you know the trepidation that markers are feeling. But ultimately it's not all bad. Right, yeah, there is. I mean there's change. Right. Change illuminates opportunity in structure and if you're willing to look at it that way and move with it, then there's especially I look at it from a sales perspective, it creates opportunity. Of course it's another compliance issue and things like that, but if you look at it the right way, I mean everybody's gonna have a moment. Go, go have your moment in the corner if the heavy bag or cry, whatever you got to do, right, all right, and then just come back and realize, okay, so now there's it's something's changed. So now there's more opportunity if you can find it. I think that perspective is a powerful one for the people that can embrace it kind of ride those ways of change effectively. Absolutely. Yeah, fully agree with you on that check. So from a business perspective, when we look at security hub, what Serb security up? What is your which objective for two thousand and eighteen. What's your goal? What would be, you know, if we, let's say we reconnected January. Second and I say during, did you hit your goals? Were you successful? What does that success look like for you this year? Yes, I think it's twofold. Obviously, Google analytics, for us, is how we really know if we're hitting the mark from a content perspective. And so for us, ensuring that our audience is getting value from our content. I think I mentioned this too earlier. I don't want to be a new site. Right, you can find news on hacks and breaches everywhere. What we really want to be is the place that our audience can turn to to get information that they can take back to their roles a system and either implementing change or even educating their board and then making their jobs easier. So that's number one goal. I want to hear from our audience that you know you provided content that made it different and then, to probably no surprise, revenue, revenue, revenue and Growth. Right. But I mean the theory is, if if we're hitting the mark on number one, the second is going to happen organically, right. So, if we've got the right audience and they continue to be engaged with us, then we're going to be the natural partners for solution providers that are looking to build their businesses. Right, right, yeah, and that's I think that's an extremely powerful, you know, perspective. We interviewed Brian Turner, has a general partner, at slalom last year and he talked about how revenue is always important but it shouldn't be the leading indicator for success, and I think this, this definitely plays into that. If you get the community engaged, if you're providing value, then the revenue happens. You need to be the more strategic about it, keep an eye on it, of course, but that concept of value first, right, is a powerful one. Yeah, absolutely. Let's Change Direction here a little bit. Towards the end of each of you, I ask our guess two standard questions, and the first is simply your revenue. Executive Ran, we just talked about revenue, so that makes you new in the politically correct term of prospect, in the sales parlance, a target, and so I'm curious help our audience understand if somebody's trying to get ahold of you, if the salesperson believes they have something that will provide value to you, but you don't know who they are. What's the best way for them to capture your attention and...

...build credibility? So it's not very different than what I tell my sales team when they're prospecting is. For me it's if you understand my challenges in my role and you have a solution that's going to help me, you've got my attention hands down, and I can tell you for sure that my challenges four months ago were very different than my challenges today, right, and probably in six months they're going to be very different. And I can just, off the top of my mind, think of one solution provider that we ended up signing a fairly significant contract with. He solved the problem for me. You know, it was it was a webinar platform and I wasn't getting what we needed out of it and he was able to offer me a solution that matched our needs. That was it. Yeah, big doing your homework, being aware of being respectful, right, making sure that you're not just smiling and dialing right or showing up and throw it up with for it right. Okay, excellence. The last question. Call it our acceleration insight. There's one piece of advice to give sales, marketing professional services people, just one piece of advice that, if they listen, that's always the coveat. If they listened and internalized that, you believe would help them be more successful. What would that piece of Advice Bemy? I think really knowing your customer, whether in sales or marketing, knowing who your customer is, knowing what your value proposition for them is, not generally speaking what your value proposition is, but for that particular prospect right. There's no secret formula here. It sort of goes back to your prior question. You know, don't try to sell, don't try to push information. Talk to folks, understand what their needs are, understand what their goal is, and each individual that you're interacting with, their goal is going to be very different. Their objective and challenges are different, and I think just understanding those can go a long way. Without a doubt, perfect during if a listeners interested in talking more about the topics that we touched on today, learning more about cyber security hub, what's the best way to get into contact with you with the organization Linkedin, because because my inbot boxes filled with noise, as I mentioned, and I pay attention to, you know, linkedin fields personal I look at it late at night or early in the morning when the kids are still sleeping and I can focus and I'm not getting hit at work with stuff. So that's it. Yeah, hit me up on Linkedin. All right, Joring, I can't thank you enough for taking the time and it has been excellent avenue on the show. Thank you well, I've I've enjoyed it. It's been actually fun in a great conversation and I've enjoyed hearing all your past guests. So I hope that someone gets something out of this conversation. Will make sure they do. All right, everybody that does it for this episode. Check us out of BB REV exaccom. You know the drill, share the friends of families, Co workers. Get it out there. If you like what you hear, right us, review on itunes. Shoot me an email, let me know who else you like to have on as a guest and until next time, we have value prime solutions with you all. Nothing but the greatest success. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show and Itunes or your favorite podcast player thank you so much for listening until next time.

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