The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 2 months ago

Is Your Tech Stack Helping or Hurting? w/ Asa Hochhauser

ABOUT THIS EPISODE

You’ve been speaking to a salesperson about a new piece of software that’s going to revolutionize your tech stack. It’s AI-powered. It’s shiny. It has an all-leather interior and chrome trim. It helps grandmas cross the street and carries their shopping bags. You’re daydreaming about all the things you can do with it… and somewhere along the way, you’ve forgotten what you’re trying to do in the first place.

Today I’m joined by Asa Hochhauser, VP of Sales for McGaw.io, to discuss the almighty tech stack and how to avoid the pitfalls — like the one above — many companies find themselves falling into when trying to optimize theirs.

In this episode, we discuss:

  • Why you need to understand the product before you buy
  • Why companies often fail to get the ROI they want from their tech
  • The evolving role of data in marketing

If you want to easily visualize and find new ways to optimize your tech stack, all in one place, be sure to check out the McGaw.io stack builder

Now that you know how to optimize your tech stack, are you ready to dive into how Google’s new rules impact your SEO or learn the secrets to establishing credibility? Check out the full list of episodes: The B2B Revenue Executive Experience. 

You're listening to the BDB revenue executiveexperience, a podcast dedicated to helping executives train their sales and marketing teams tooptimize 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 the all powerful sales and marketing textat, how to make sense of it, optimize it, understand it, whenit should be helpful and when it can be a negative impact. Inorder to help us today, we have with us he's a Hakaus, rVP of sales at form a Gud Dot Ioh Asia. Thank you so muchfor taking the time and welcome to the show. Hey, Chad, thankyou for having me pleasure. Yeah, so we always like to start withkind of Awfu wall question so the audience gets to know you a little bitbetter, and I'm just curious to know something that you're passionate about that thosethat may only know you through work might...

...be surprised to learn about you.Sure. So, I'm an extreme, extreme sports nut love, the SirLove Group. skateboarding still fall along with a lot of those types of things. Yeah, I think that's what don't expect when they talk to me inthe professional world. And so the a lot of broken bones. I've beenlucky enough my mom made me drink a lot of milk growing up, soI only have one broken bone in my entire life. Nice that. Thatis a record. The extreme sports people, I know they probably got more metalin them. Probably set off the metal detecture at the airport. SoI'm glad that you've been safe with that. Yeah, I gravitated towards surfing ratheryoung, so kind of helped out there, I guess. Eliminate theouse of breaking free Conclu any perfect purving. All right, so let's talk texttack. So as we were preparing for the interview and sending stuff backand forth, there was an interesting phase...

...that jumped out of me, saleseducation before sales tech, and I wanted to dive into that a little andsee if you could share your kind of your perspective and what that means.Yeah, for sure. So I think what a lot of times happens,you know, when you're thinking about tech or even just bringing on new hiresand releasing them to start doing sales, as we don't put in the groundworkto make sure that they're successful. And so when I think about education,sales education before sales tech, I think about things like making sure that weunderstand who our buyer is inside and out and really, you know, ifyou're going to accelerate something via tech, then you want to accelerate the rightthing right. So I'm a big believerable from a from a technology perspective,but even just, you know, anyone that's joining a team to make surethat they are ramped up from a buyer persona perspective and really understand that andthe product and things like that before you...

...can really really accelerate things. Sothat's what I mean by that. And so we're talking about educating ourselves onthe market, the ICP, kind of the parameters of where we will beprospecting, selling, upselling all of that stuff, really understanding kind of thetarget before we just start cobbling together a bunch of tacks out a fair assessment. That's exactly right, you know, and even more so than the justthe ICP. I mean we could all get a document and kind of readthat memorize it, but really, what are the INS and outs of theperson that you're going to be selling to? What is their day to day we'repaying bunch of day feeling and you know, then you break it downby Personas and executive verses, you know, the person that's in the weeds doingthe work. You know, all that stuff impacts you know you're theway you're going to go do things, and if you don't have a reallygood understanding of that, then that's say you have for failure. Absolutely,and so there's a lot of companies out there that invest a ridiculous amount ofmoney in their text stag and there's a...

...whole bunch. I mean what theycalled the Martech five thousand and I think we passed five thousand like two minutesafter they named it. That is it. Eight, she said, and twomore companies have been founded since we started talking. And so when wethink about it, you know, what are some of of the mistakes thatyou've seen companies make when approaching the design and development of their text stack?That that we want them to be aware of so they can avoid them inthe future. Yeah, so it's funny. I remember when Scott brigger released thatSuper Info graphic and there's just a couple hundred technologies and it's I've seenit grow drastically and kind of the same things I consistently see is that companiesare often not buying a pro tech technology because it mapped back to one oftheir goals. Maybe they meet a really good salesperson that they're chasing a shinyobject. They think about just like what could be with it rather than reallythinking about what their goals are and what...

...do they need to cheat their goals? And then the second thing is, just like we just kind of touchedon, is like accelerating bad processes. You put a tool in place withouta good strategy behind it, you know that's a recipe for disaster. That'ssomething that I've seen happen quite often and why a lot of companies don't curlivefrom the technologies that they do have. From there. And when you're thinkingabout the text sact, I think, if I remember last time I sawthem Martech image, it kind of groups them into different categories or or subdivisions. I'm curious when you think about the text stack as a whole, everythingfrom crm on up are there ways that you kind of segment the different typesof technologies, like this one's more for prospecting, this is more for,you know, customer relationship management, this is more for account planning. Oris there a different way of helping our audience kind of organize, visualize intheir head kind of the where these pieces of technology might lie along the RevenueFunnel? Yeah, so I think you...

...can absolutely think about things in theircore category, like you have cr and you have marking automation, you havea sales at celeration, the analytics right, so you're always going to have thosethings. But really, what I like to say, and then youcan even bring it down by where is it in the funnel? Right,let's where there going to make sense of the plug it in and execute.But what I like to really think about is like how do we get beyondthese categories and start to think about things holistically, so the companies that aregetting the most Roy from their stack out of the ones that are able tointegrate appropriately and start to think about things across the apartment, across the funneland look at it from a three hundred and sixty view and really start.When you start to do that, then it starts to eliminate those categories thatyou talk of and it's just your stack and it's just the revenue that you'regenerating via the stack. So that's ideally where, yeah, I've changed mymindset from breaking things down into categories and really thinking about integration. I loveit. I love it, and so...

...well. Another one of the thingsI saw and kind of prep material was this. You know, anybody's beenpaying attention seeing the massive explosion in Martech. We've kind of do you know,and talked about it, from eighty two to eight thousand or whatever itis now are there's is there something from that explosion that sales leaders could takeaway or learn from? Absolutely, and you know, something that I wasfortunate, or Fortune for the unfortunate for me, we are selling Martek fora while now, is that a lot of companies were in buyers are goingout and buying things without thinking about some of the things that really are tablestakes. And one thing that comes to mind, top of top of thatlist is just the team who's actually going to be needed to make sure thisplatform works well for you. I was went going through a sales engagement toolson boarding program one time and you know, they said that you needed five differentpeople just to manage their technology to its fullest extent, and I thinka lot of times people really under estimate...

...that. So what are the teamthat's going to make sure that you are using it correctly to its pole stability? Does it need a designer and is it a tool that's meant to relieveyou from designs, but you still need to really have a designer and thereright. So really doing the valuation understand that is a big one. Ialso think, you know, integration, like thinking about things. How isit going to integrate across the entire stack? Is something that often isn't isn't thoughtabout. And then you know what is what is the workflow going tolook like? What's it is stood up right? How is this going tochange things internally in the way people are doing their daytoday? Jobs is it? What kind of training and what kind of change management is it going torequire? The best buyers are the ones that are thinking about these things andyou know, when I hear someone looking to buy a technology and they're notasking these types of questions, I think it grows up a lot of rickclad. Yeah, absolutely, and so when we think about. You know, we live in an environment of constant change. I mean, and I'mnot for once actually referencing the pandemic.

We nobody saw that coming, andso when we think about just kind of the speed of which business changes are, technology evolves, or even regulatory environments change. You know, privacy,data trends, consumer private or California Consumer Privacy and Protection Act, GDP areall of these things impact kind of what text tacs can and can't do,the Google making the decision about cookies, and we see the rise and CDPs. So that's kind of current state. When you look, say, inthe next year, and I always hate saying this now because we never knowwhat's going to happen tomorrow, but what do you see on the horizon,for for trends in the Martek or sales tech space? Yeah, I thinkthere's just this tremendous opportunity to finally get things right. Yeah, like yousaid, there's been such an explosure to tech and I think I do getthe sense that people are starting to get it, they're starting to understand andlike what is it going to take to...

...be successful? And I think thisdoes come back to data and, like you said, we got the Aminisionof the cookie. A lot of folks are looking to how can they capturemore first party data, what can they do with that? So I thinkif you if you can really start to understand how to capture and use dataand do it in a way that is holistic and connected, people understand startingto understand the value of that, how to do it. It's just reallyhard to do so. But the first thing, I think, is justunderstanding. Now companies are going to actually start to really use data and ina powerful way. I think we're close to getting there and it's been aI think, a promise that we've been waiting to fulfill for many years now. I could not agree more with that statement. All right, so nowtell us a little bit more about my cow dout Io and and your journeyand how you how you arrive there, what do y'all do and how'd youend up where you're at now? Yeah,...

...for sure. So the Gott Ialways a marketing technology and analytics consultancy. We have come these choose the rightmarketing technologies and sales technologies, implement those technologies, integrate the technologies andexecute a gross strategies. I ended up here because I've been in the marketing, technology and sales technology space for about thirteen years. I was actually atStop Rinkers, founding company I and interacted as the head of sales for fiveyears and that's really where I put my teeth and deck. And then wasalso ahead of sales at a company called Linux Academy and, you know,help to integrate a lot of the systems that were being put in place atLinux Academy as a head of self. Then ultimately got acquired by another companycalled a cloud Gurgle, is now part of a choral site. So justbeing in and around it, eventually met Dan a god the CEO of foundera god Die Oh, and jumped at the chance to join an agency thatcan really solve a big problem cross across many companies, not being the stack. Yeah, very that's a very cool...

...journey, very cool joy. Right. So let's Change Direction here a little bit. We ask all of ourguests kind of two standard questions towards the end of each interview. The firstis simply as a few psales that makes you a prospect for a lot ofpeople, and so I'm always curious to know if somebody doesn't have a referralinto you a trusted or Ferralingt you what works for you when somebody's trying tocapture your attention and earn the right to time on your calendar. So Ibelieve that a big opportunity that a lot of sales people aren't using, andI understand why. Is voicemail. If someone leaves me a solid voicemail,they get my number and I do put my cell phone number and some formsjust because it's the only number I know. Yeah, I think a good solidvoicemail and then follow up strategy can be really impactful and I just don'tget any. I seem I have of my phone on silence, like ifthe numbers not in my phone, then it just just silences it automatically.But it gives you an opportunity to leave a voicemail and I listen to avoicemail. If someone lead leave the curiosity,...

I guess, and if someone istailoring a voicemail to me and it sounds somewhat compelling and then follows upafter that, I'm probably going to engage with them. Nice voicemail is,I think, under you lie. Do you actually do listen to it ordo you read the transcription. We're both well, definitely, if the transitscription works well that I'll definitely read it and then I'll also listen to itto kind of plays at the same time as I'm reading it. So I'llkind of pull it up to my ear as I'm reading it sometimes. Butyeah, I just think it's under utilize you know, coming from a WorldWar, all you were doing was phone. When I first started in sales itwas tiring to leave voice, not the voice. No, now noone's doing it, so it's right. There's some green field there. Ilove it all right. So the last question. We call it our accelerationinsight. If you could give one piece of advice to sales, marketing orprofessional services people, one piece of advice that, if they listen to you, believe would help them hit or exceed their targets, what would it beand why? Yeah, I think just...

...understanding the buyer is so, soimportant. If you understand the buyer, you're going to be able to buildtrusted them very quickly. I think trust is one of the main go thingsthat have get people to buy from you, that have to trust you, andit also builds confidence in yourself. Right if you understand the buyer andyou can build trust with them, then you're going to have confidence. Andif you can build trust with the bier quickly and your confident and your deliveryworld is your oyster, I believe. I love it all right. Soif a listeners interested in talking more about these topics or learning more about mygoddaught, iote specific places you want us to send them? Yeah, it'sa most active on Linkedin, so you can reach out to me. Therestays the Hawk couser, and then be got iohe we create a ton offree tools to help manage the text acts. Check out the website. Definitely grabsome of those schools. We have a stack builder where you can visualizeyour text act. We have some AB testing calculators, some spreadsheets to helpmanage things. So a ton of free...

...content tools over there to help yououtside. Definitely recommend checking those out. Excellent. Hey, I can't thankyou man for being on the show today. It's been an absolute pleasure talking toyou. Thank you for having each out of this pleasure. All right, everybody that does it for this episode, you know, the drill be tobe REV exactcom share with friends, family, Co workers, leave usa review on itunes if you like what you're here and until next time,we have value selling associates. With Sh'all nothing but the greatest success. You'vebeen listening to the BB revenue executive experience. To ensure that you never miss anepisode, subscribe to the show and Itunes or your favorite podcast player.Thank you so much for listening. Until next time.

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