The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 10 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 executive experience, a podcast dedicated to helping 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 the all powerful sales and marketing text at, how to make sense of it, optimize it, understand it, when it should be helpful and when it can be a negative impact. In order to help us today, we have with us he's a Hakaus, r VP of sales at form a Gud Dot Ioh Asia. Thank you so much for taking the time and welcome to the show. Hey, Chad, thank you for having me pleasure. Yeah, so we always like to start with kind of Awfu wall question so the audience gets to know you a little bit better, and I'm just curious to know something that you're passionate about that those that may only know you through work might...

...be surprised to learn about you. Sure. So, I'm an extreme, extreme sports nut love, the Sir Love 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 in the professional world. And so the a lot of broken bones. I've been lucky enough my mom made me drink a lot of milk growing up, so I only have one broken bone in my entire life. Nice that. That is a record. The extreme sports people, I know they probably got more metal in them. Probably set off the metal detecture at the airport. So I'm glad that you've been safe with that. Yeah, I gravitated towards surfing rather young, so kind of helped out there, I guess. Eliminate the ouse of breaking free Conclu any perfect purving. All right, so let's talk text tack. So as we were preparing for the interview and sending stuff back and forth, there was an interesting phase...

...that jumped out of me, sales education before sales tech, and I wanted to dive into that a little and see 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 hires and releasing them to start doing sales, as we don't put in the groundwork to 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 we understand who our buyer is inside and out and really, you know, if you're going to accelerate something via tech, then you want to accelerate the right thing 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 sure that they are ramped up from a buyer persona perspective and really understand that and the product and things like that before you...

...can really really accelerate things. So that's what I mean by that. And so we're talking about educating ourselves on the market, the ICP, kind of the parameters of where we will be prospecting, selling, upselling all of that stuff, really understanding kind of the target 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 just the ICP. I mean we could all get a document and kind of read that memorize it, but really, what are the INS and outs of the person that you're going to be selling to? What is their day to day we're paying bunch of day feeling and you know, then you break it down by Personas and executive verses, you know, the person that's in the weeds doing the work. You know, all that stuff impacts you know you're the way you're going to go do things, and if you don't have a really good 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 of money in their text stag and there's a...

...whole bunch. I mean what they called the Martech five thousand and I think we passed five thousand like two minutes after they named it. That is it. Eight, she said, and two more companies have been founded since we started talking. And so when we think about it, you know, what are some of of the mistakes that you'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 in the future. Yeah, so it's funny. I remember when Scott brigger released that Super Info graphic and there's just a couple hundred technologies and it's I've seen it grow drastically and kind of the same things I consistently see is that companies are often not buying a pro tech technology because it mapped back to one of their goals. Maybe they meet a really good salesperson that they're chasing a shiny object. They think about just like what could be with it rather than really thinking 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 touched on, is like accelerating bad processes. You put a tool in place without a good strategy behind it, you know that's a recipe for disaster. That's something that I've seen happen quite often and why a lot of companies don't curlive from the technologies that they do have. From there. And when you're thinking about the text sact, I think, if I remember last time I saw them 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, everything from crm on up are there ways that you kind of segment the different types of technologies, like this one's more for prospecting, this is more for, you know, customer relationship management, this is more for account planning. Or is there a different way of helping our audience kind of organize, visualize in their head kind of the where these pieces of technology might lie along the Revenue Funnel? Yeah, so I think you...

...can absolutely think about things in their core category, like you have cr and you have marking automation, you have a sales at celeration, the analytics right, so you're always going to have those things. But really, what I like to say, and then you can 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 beyond these categories and start to think about things holistically, so the companies that are getting the most Roy from their stack out of the ones that are able to integrate appropriately and start to think about things across the apartment, across the funnel and 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 that you talk of and it's just your stack and it's just the revenue that you're generating via the stack. So that's ideally where, yeah, I've changed my mindset from breaking things down into categories and really thinking about integration. I love it. I love it, and so...

...well. Another one of the things I saw and kind of prep material was this. You know, anybody's been paying 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 it is now are there's is there something from that explosion that sales leaders could take away or learn from? Absolutely, and you know, something that I was fortunate, or Fortune for the unfortunate for me, we are selling Martek for a while now, is that a lot of companies were in buyers are going out and buying things without thinking about some of the things that really are table stakes. And one thing that comes to mind, top of top of that list is just the team who's actually going to be needed to make sure this platform works well for you. I was went going through a sales engagement tools on boarding program one time and you know, they said that you needed five different people just to manage their technology to its fullest extent, and I think a lot of times people really under estimate...

...that. So what are the team that'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 relieve you from designs, but you still need to really have a designer and there right. So really doing the valuation understand that is a big one. I also think, you know, integration, like thinking about things. How is it going to integrate across the entire stack? Is something that often isn't isn't thought about. And then you know what is what is the workflow going to look like? What's it is stood up right? How is this going to change 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 to require? The best buyers are the ones that are thinking about these things and you know, when I hear someone looking to buy a technology and they're not asking these types of questions, I think it grows up a lot of rick clad. Yeah, absolutely, and so when we think about. You know, we live in an environment of constant change. I mean, and I'm not for once actually referencing the pandemic.

We nobody saw that coming, and so 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 are all 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, in the next year, and I always hate saying this now because we never know what'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 think there's just this tremendous opportunity to finally get things right. Yeah, like you said, there's been such an explosure to tech and I think I do get the sense that people are starting to get it, they're starting to understand and like what is it going to take to...

...be successful? And I think this does come back to data and, like you said, we got the Aminision of the cookie. A lot of folks are looking to how can they capture more first party data, what can they do with that? So I think if you if you can really start to understand how to capture and use data and do it in a way that is holistic and connected, people understand starting to understand the value of that, how to do it. It's just really hard to do so. But the first thing, I think, is just understanding. Now companies are going to actually start to really use data and in a powerful way. I think we're close to getting there and it's been a I 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 now tell us a little bit more about my cow dout Io and and your journey and how you how you arrive there, what do y'all do and how'd you end up where you're at now? Yeah,...

...for sure. So the Gott I always a marketing technology and analytics consultancy. We have come these choose the right marketing technologies and sales technologies, implement those technologies, integrate the technologies and execute 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 at Stop Rinkers, founding company I and interacted as the head of sales for five years and that's really where I put my teeth and deck. And then was also 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 at Linux Academy as a head of self. Then ultimately got acquired by another company called a cloud Gurgle, is now part of a choral site. So just being in and around it, eventually met Dan a god the CEO of founder a god Die Oh, and jumped at the chance to join an agency that can 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 our guests kind of two standard questions towards the end of each interview. The first is simply as a few psales that makes you a prospect for a lot of people, and so I'm always curious to know if somebody doesn't have a referral into you a trusted or Ferralingt you what works for you when somebody's trying to capture your attention and earn the right to time on your calendar. So I believe that a big opportunity that a lot of sales people aren't using, and I 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 forms just because it's the only number I know. Yeah, I think a good solid voicemail and then follow up strategy can be really impactful and I just don't get any. I seem I have of my phone on silence, like if the 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 a voicemail. If someone lead leave the curiosity,...

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

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

...content tools over there to help you outside. Definitely recommend checking those out. Excellent. Hey, I can't thank you man for being on the show today. It's been an absolute pleasure talking to you. Thank you for having each out of this pleasure. All right, everybody that does it for this episode, you know, the drill be to be REV exactcom share with friends, family, Co workers, leave us a 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'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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