The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

42. 5 Ways Internal Alignment Can Elevate Your Customer Experience w/ Sangram Vajre

ABOUT THIS EPISODE

With regard to customer experience, alignment within our organizations and across our teams is one of the biggest opportunities and challenges in front of us.

We’ll get into - and a lot more - that with today’s guest, Sangram Vajre.

Sangram is the co-founder and Chief Evangelist for Terminus, the #1 rated account-based marketing (ABM) execution platform and leader of the ABM movement.

During the episode, we talked about how internal alignment can have a huge impact on your customer experience. Sangram gave some super practical tips on how to go about aligning your teams so that everyone is focused on the same endgoal:

  • Have Smaller, More Focused Meetings
  • Change your metrics and KPI’s
  • Encourage interaction between teams
  • Own and Celebrate the Results
  • Implement Account Based Marketing

Checkout these resources we mentioned during the podcast:

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We just started talking about this ideaof flikg, Hey, let's think about it as one team right. This is not a marketingproblem or sales problem or a customer success problem. This is a team problem. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, Eatham Baute, Hey! Welcome back to the customerexperience podcast now with regard to customer experience. Alignment withinour organizations and across our teams is one of the biggest opportunities andbiggest challenges in front of us, we'll get into that and a lot more withtoday's guest, who is kind enough to have me both as a guest and a host onhis own podcast flip, my funnel, which I highly recommend he's Te Co founderand chief evangelist detterminis. The number one rated account basedMarketing Execution Platform and the leader of the ABM movement SingRamvagere. Welcome to the customer experience podcast it den allowit man.I remember when you initially started talking about doing a podcast and nowthat it's doing so well, it's pretty awesome to be honett yeah, it's funny.When I think about it. You know I look at my guest listand, I think wait. Ihaven't had Sagra Mon the show, yet it's so welcome for the first time ofhopefully many and I'm glad we can finally get this done. You know thebest things I' because we engage so much in Anese. As you talk aboutfootball funnel, we have gone through, I think, about four hundred episodes orsomething now and I constantly think, iink ninety nine percent of the deeblthat have that we have interview on the podcast or my friends, and you know italmost feels like I'm still not like maybe five or six or someone whosomebody recommended like or in your case, when you did it, you had gotKaosaki on it, and so there are a few that I don't really have a fulgownrelationship with, but almost every one of them either I had relationship withor have bose relationships after it. So selfishly. I feel it's one of the bestthings from a friendship perspective that ippersonlly have done in the lastfew years. Ye It's awesome. I find the same joy in it doesn't surprise meeither I mean just with with your personality and the way you approachyour work and your life and your business. That doesn't surprise me atall that you're making longlasting relationships out of these. Thesepodcast conversations we're going to start here where we always start, whichis your thoughts around customer experience. When I say Saingrim, whatis customer experience mean to you like what thoughts come to mind. I think themost immediate thout really for me is that what what your customers say aboutit about you is your customer experience. We might say anything andeverything about us like hey. We are the top dog of this or with he leaderin this or whatever. But if your customers arm not saying that are notfeeling it, then I think you've completely missed it. So whatever yourcustomer say is what your customer experience is. So good am working onsome episodes now. That will be, of course, released before thisconversation and two of them back to back with, with Mie redboard from hubspotand Dan Gingis who's, a CX and social media expert. They both talkabout what you just offer there, which is I'll say in their words thecustomers. Reality is the reality right, there's no sense denying it or creatinga counterargument or whatever it's whatever. They think and feel and sayabout. You is the truth period, and so you know we need to engage in it tha.We can affect that reality, but there's you know your observation there thatwant it's the feelings and then to it. It's their experience is what mattersright and you know what's Eten interesting. I was talking to our salesteam this morning and we were talking about. Oh they're, all excited aboutthis new feature that we're about to launch and terminus, and I'm, likealmost like. I couldn't help myself to...

...say that hey, look, we're never goingto have a silver bullet that solves all of our customers, pinpoint think boutsales for they're still building sales. For so like you know, it's never goingto be that we have a perfect product so in a way stop. Let's stop obsessingover the next feature for our customers. Let's start obsessing Oll the problemthat you're trying to solve and just hone in on that every single day, theconversationis not about en. We just got this new future. Do you want totake a look at it? It's the wrong conversation to have it's like. What isyour problem? What are you trying to solve? How can be held and then maybethat feature is applicable to them, but don't lead with it, and I I find myselfcosttly telling this to or sharing that for everybody and I'm curious with yourexperience and all the inteviews that you've been doing. Is that a commonthing? Yeah? Absolutely and really, you knowmy guest turn on flip, my funnel, where you ere kind enough to allow me to hosta variety of conversations. There started me down that road and I knowit's the way that you view the work that you do and the best outcomes youcan produce as a chief evangelist, which is how do I raise up the problemand not focus on the product right, and so that's the higher level concept, andnow what you're doing is operating here at the microcosm of new feature,release and customers? Really, let's take a step back from that. Whatfeatures are we building and why right? How much of the of the CS feedback andthe sales feedback you know the? I would guess for most SASS companies,your sales people and your CS. People have the most direct customercommunication, and so you know how do you get that feedback from customersabout not what products? Sorry, what features they wish work better or workdifferently or whatever. But what are they actually trying to solve? Whatneeds do they really have it? And what are we developing and talking about andso sales CS marketing all need to be aligned product Devni to be aligned? Wedon't want to be talking about features and benefits ntil. We maybe get to thatselection stage where the real details start to matter before they commit toyour organization. You can start moving forward toward you, know, impact andsolutions, language that you've used for years and that I really really likeand that's what Ioud love to be at the heart of thist conversation, becauseI's kind of at the heart of the broader customer experience conversation hereon the show is one team. I've seen you use it as a hash tag. I don't rememberif it was in your First Book Account Base Marketing, but it's definitely inthe more recent release that Wi'll talk about after this part of theconversation. ABM is BTB talk a little bit about one team. What's the originstory, how did that come up inside? Did it start with terminus, or is thissomething you carry with you from before? Well, it d definitely startedmore at terminus, but the origon story or Tha, the probably scars that led tothat started way before right. So I think you know this sal quickly sharethe story I was at when I was adoining marketing a Parlot and at sales fortsto that positions. I remember just hitting every record that Mond, my teamwas excited. We were jumping up and down were hi faving awesome and I waslike feeling really proud of myself. Ant was really. The number of leavs wasreally the goal at that time. For me and my team and we hit it and wecrushed it and the very next morning my hed of sales comes in and he said Dudethat was awesome. What younor team did? CAN YOU JOTA thousand more leades nextmonth and to me I just sank in my seat, whereI was like literally like buried, underneath, like fifty for, like billorof the pyramid, or something like that. Just felt the weight on me like wow,I'm just a coming operatod LEAV machine over here, and we all think thatthere's this UN, like crazy amount of leav just floating in the space, andbecause you do go and blunt them out one at a time and just put it in thisshowin in this funnel and nobody's talking about how do we increasepipeline a convertion nobody's talking about what? What can we do to observecross cell? In my way, if the way Ir...

...phrase that is ubserved our customersdo the new products and stuff that we have services that we have. So I justfelt that as a really big dagger in the ability to be a good marketer and thatlet that was almost the genesis of terminus, because terminus is based onthat philosophy of life less than one percent of the LEAC turning thecustomers. They got to be a better way and no matter how big your market is,there are a finite number of opportunities. So this idea that, likeevery month, will just tack on another one hundred five hundred a thousandleads like that. Doesn't go forever now and that's the reason why it is lessthan one percent, because or PP of time. You just alienate your really goodcustomer base by pushing them to download something, pushing them to goto the e en are pushing wo them, and it's now you're giving the same peopleback, and then you have the other problem where sales things thatmarketing does not give them good amount of leats right, like they don'tgood quality leads, who all these othe origin is. The same thing is like we'recreating everybody the same, and we got to change so this all leads to thisidea. One day when we were actually being being an offside and there was achallenge in a conslict that was happening, withwinh sales, marketingand customer success around certain things- and I remember we just startedtalking about this idea of flike- hey, let's, let's think about it as one teamright. This is not a marketing problem or sales problem or a customer successproblem. This is a team problem. Anybody anybody any customer out there,I gaantee, they would never say Oh bombombs or terminous marketing suck.They do Gointo, say bombam or Terminos suck right like we. If, if there'ssomething bad when when I don't get any doubt, I related if, when I'm flyingand I'm having a bad experience, let's Sand Ifi tweed about Delta, I'm justgoing to say, Delta socks right, I'm not justso and so person on that teamon sounse of flight. U No so we have to own that be alar to blame for anythingthat goes wrong and we have the own end. So there's a couple of things thatcomes to mind: one is this idea of extreme ownership thers all bookwritten by this US Navy, sial Jacko, fantastic thing to think about, like weall have to own this experience? And then so the conflict resulted into UStalking about is that? How do we better act as one team, so that'll, let toliterally one of our conference room is called one team where we have the majorboard meetings and stuff. Our sales and marketing meetings are called one teamnow, because we don't want to talk about sales meeting or marketingmeeting and then ultimately leading to this idea of now. It's actually go tomarket team, and it's not marketing in sales, which I always thoughtit, wasit's actually marketing sales and customer success. So all that just ledto that this just better way to handle the problem once we know that be allaround the hug as opposed to just wanting love it, and so I think thatmakes sense and again that's the as I led this off, because I believe in itwholeheartedly. This is the greatest opportunity and the greatest challengewe have. What does it mean thand like kind of functionally right, so we stillhave to go back and have a sales meeting and go back and have amarketing meeting go back and have a CS meeting. You know as well as you can,because I know that you've got one foot in and one foot out as chief evangelist.You know you'R you're in the office, probably less than you were beforeyou're in some operations, but a lot less than before. So as well as you cantalk a little bit about what this looks like functionally, is there? Are theremore crossfunctional meetings or do you now have in the marketing meeting? Inaddition to the whole marketing team or with some aspect of the marketing teamsales representative and a customer success representative like? How wouldyou know if someone's Listeng to this and say yeah, you know, we've beenstruggling with this kicking it around? This sounds awesome like from apractical standpoint. What does this look like you know, or maybe based onother organizations? You've been right when you were at part out and thensales force through acquisition like what are you doing differently today,ju t talk about it from a functional, practical standpoint: Yeah, that's agreat questionaithen.

One of the things is that I think wordsmatter. If you believe the power of words and the words we say, you knowthe ONN getting into existence all that stuff at the end of the day. W? U Thewords, we used really really matter, and I started to pay really closeattention to that. So things like not calling youday sales or marketingmeeting it actually matters. It is a revenue meeting or pipeline meetings ofca into that with that idea that, in this meeting, we ere to talk about X sowe're starting to instant, having a broader big bang meeting wee trying tohave smaller, very strategic, quick action, Adam smaller Teim. So I lovewhat Dav Arhord recently started to talk about. Is that don't makedecisions back Ommitte and I think that's exactly his exactly right now,so we have now small teams of pods where Tori who runs dimansion. He workswith directly with the SDR leaders and they come up with campaigns and run it.We don't need to make an announcement around it. If you don't need to haveall hands around it, we just go. Do it like you'see your job at the other part,I think if people want to essentially force this, it's going to be reallyhard, but if you change the Metrix, how their measure success on youautomatically see all these changes happening. So the the hard way to do itis tell everybody what to do. The easy way to do is just change the metoragain see everybody. Do it right, so we just have no lead measurement at rib.We don't look at number of leads as ever goal the marketing team andbonuses. Everything is compensated on the Pipelane, the revenue that thecompany each ate race so automatically that's. They have to do strategicallyas well B, t like marketing ourselves liset next to each other, so we one'ttrying to have two different foors. The leaders are all next to each other,constantly talking constantly meeting. So I think if you could do a couple ofthings internally, if you're really new and startind to get into it, the tworecommendations that were have or everybody is get your KP as aligned.Those are reliing teams automatically get alined and as much as possible, getthem physically closer to each other. I didn't really think like hey. This isremote. Everybody talks about people can work from anywhere true, but youcan never get over this personal relationship and connection that youhave the other person. So, if you're not in like in the office and if you'Rmarketing sales teams are' different time zones and stuff, that's okay, geton zoom and have a video called, not email over eman email like for thatperson should never be used. It's really. Let's talk about this thing,and maybe the final one abaut from kpas in just physical proximity, I would say,is just talk about the results. You're getting one of the best things thathappened in the antetingo story. When he started some of the camp, BAS orsales teams, they would just come up and say every week they ale to reporton it and say: Hey here is what we were: here's: What in for kids, what we wereaphered in poing for and so now everybody has truste in them that hatetheir testing theyr. Trying then working together, it's they're alljumping on Eg, you know and making sure things are happening so creating themmomentum and trust. I think really moves the needle so good for anyonelistening that this always happens to me as a podcast listener. I, like Iwant to like take notes so either hit that thirty second back a few times,because there were a few really good, takeaways there and Youdid a nice job,summarizing them as well, and then adding on that bonus idea. In addition,you can visit bombomcompodcast. We do summaries and overviews of every singleone of these episodes, and so, if there's one you want to go deeper on,you can always go visit. Bombomcom, H, podcast, and we break out littleframeworks that smart folks, like you offer Sangram. So thank you for that.It also makes me even think about just going all the way back to the beginning.Your first idea there it makes me think about not just these cross functionalmeetings, but almost every meeting we have where you know we do dailystandups. We just did a Monday Monday morning. We do a standup within themarketing team and we just kind of do a quick one around on what went well lastweek highlights of the week successis.

What's our number one thing each of usis focused on for this week and then any concerns or road blocks or anythingthat anyone needs help with ham. We just ose a quick onces around and wedoesn't really have a name, and I think if we were more intentional aboutnaming it Hatwul have even more kind of power behind it. Even though any I takeit back that that is also still a crossfunctional meeting we bring infolks from from design we bring in folks from CS, and I don't think wehave sales in the room anyway, really good stuff there and in the par tame itnaming has power, like you think, about category building, and I think lasttimes we think that was big. You know wo, that's a big thing so name that isgood man. I feel I spent so much time honestly on naming things and writingstuff eachoday than I ever did before, and I feel like it's Vealy moreimportant today than ever before, because everybodyis getting a wholebunch of Shit in the inbox all day long. So what emails Ave o sand? I reallyreally pay attention to what subject lines I use in the interal emails. Iactually think about that, and I never thought about it and it's not because,like I'm trying to one up any other, I'm just like I want to be intentionalabout it and if I send something I want to be able to pay attention to it, andif I set up a meeting, it has to have a impact resel. As matter of fact, I'mstopped recurring meetings completely. The meetings that I want to be part ofare always short. They like twenty five minutes or like that, twenty five orfifteen minutes, and then in those meetings. All these benings are no morethan a month o month and a half long, there's no recurring meeting right now.The reason I started doing. That is because I started to notice that thissnak that we get into ar like okay. This is a standard thing and we'vegoing to go. Go into I'm like no, it's a project, we're going to talk aboutprojects, so I've gone. The REVORSE WHE IA've gone from a lot of recurringmeetings that kept things going, and it was more of like I needed to knowwhat's going on, or my leader are needed to know. What's going on Cho,these meetings of like Relly, get shit done, so we're going to have a projectplan we're going to have clear owners o whoever owns that meeting and then e.They are the owner of that. This is not like. We can talk on a coffee table ifyou want to talk about how the day was. This is about rully, enforcingourselves and pulling us together and being intentioned about every minute ofthis conversation, I'm gin the conversations done go, have a coffeewith somebody, that's totally cool, but this is so important to te naming of it.The timing of it, the the idea of in and the time from ofit I'm starting topay way more attention to those things just fron productively perspective andgetting things done perspective than ever before. meand my calendar justopened up, I'm so excited about this yeah Ho it ially is a a letting go kindof thing right. Like giving up forletting go think some Bambak is likeyou have to let a guy have to let go of these ongoing prock meetings, ongoingmarketing meetings, I'm Geike, nobody needs me and if there's somebody needst, there's an action atom for me. Somebody wis going to rcall me and theyknow my number or whateve. I need to be part of things that are actually goingto get stuff done. I don't need anything more than a month or twobecause after that, it's a phase to let's call the meeting phase to phasethree faths for this new energy. There's new excitement, there's maybenew set of people that need to be some of the people. Don't need to be themeetings we Yall know who those are. Sometimes it's us. So we ee in Tym,moving it around yeah, so good, and it's your point of like letting go. Itcan be really difficult because we think well people need me. I need to beneeded, I'm the kind of personality that I need to be needed, O m. It feelsreally good. You know I I don't always need it, but it feels good right, andso this idea of like they're, going to be fine. Without me, you know, or oryou know, we did four meetings over the last three and a half weeks and nowthey're off an running and we'll reconnect next quarter and see how seewhat they learned in that window of you know. We got this thing off the ground.It's flying and we'll check back in on it an a little bit. Let's go back to language, the importance of language.You mentioned kind of category creation.

Obviously you and your team have beencritical and in defining and evolving ABM account base marketing for anyonelistening who might not be familiar with ABM, just give a quick drive by onon account based marketing, and you already have a little bit but be reallyexplicit, yeah sure so abm do anybody who doesn't know is really focused onthe account that you can serve the best period. So if you are a financialservics company today, targeting fortune five hundred guess what youonly have five hundred potential accounts to Torgan and Wilnin that ifthere are fifty fortun five hundred financial services and that's AIT fiftyand if you're spending money time, energy resource es on writing, lons andgetting people on that are not from these fifty accounts. You're wastingyour companies, time money, energy and resources, so acam is marketing, Ithink, set ot and on one of the one of our interviews, sad it best. We allbelieve if I want to believe that we live in this this, this microl worright, but it was our macrol, but we really are in a microwote. We like weevery one of us have really small segments that need to go after and yoursmall segment may be really big for somebody else, but it's still smallyoue still. If, unless you're selling nikey shoes, you should know exactlywho you're selling to if not go back to the drawing board, and that's reallywhat ABM is and and has been phenomenal to just see and grow n the last fouryears. It's awesome, so let's talk a little bit about the bookand then I just instantly had like three questions about t at just youknow theoretical things, but so so you wrote. The original Book Account BaseMarketing. What like four five years ago, yeah I I started. Writing it whenwe, when we started the company about wo thousandand fourteen toandand,fifteen and Wev, published it in two thusand and sixteen with T vilesinponty, like o no Camis market for Damies, and you know now, I'm getting o.The second book has been a really interesting experience yeah. So whatwas so? The new book is ABM, as btob talk a little bit about the title andwhat led up to it, my poblisher was, was really upset. He's like I've. Neverseen. Somebody have a title that has two Hacrodans in three words like eknownobody's going to ever bind this Gok. I'm like exactly this book is not foreverybody, I'm not trying to be a New York time best seller and I just wantthere are five sixhousand people, companies out there that we believe orwe can serve the best as a company and the industry as overall. I want them tohave this book and if they don't know what I'm talking about they, I don'twant to waste money on shipping, so in general, this book is also a form ofABM. Specifically, is like not worrying about trying to be the same foreverybody or being cute for everybody, being very specific about your Toringanaudience. So the first book when I rout road eats- and I think my wholephilosophy at that time was that ABM is about creating a better mouse trap, abetter acquisition channel and, as the years passed on, I realized thatcompanies are doing better job of pipeand velacity. As a matter of fact,I've lately started to talk about that. Most companies don't have a demandproblem which people like Aleady talking about. We weneed leads. We needdemand. No, you don't, because you whatever you have is fine. If you canincrease your pipeline by two to three percent, you don't need that munchdeman on the top. You need to create more conversion rates, but people don'tthink about or talk about that and that's what sales a marketing one teamreally make matters, and then last year I saw this drimendous move and one ofthe stories I write about in the book is from thons an writers they had aboutE. Ninety five percent in wind rate, undeir extension deals now. I KnowPeople Don' don't believe when I say that, because that's unheard of butJulian she has been on the podcast. I made sure the legal team reviewed itand made sure it's in the book. I even made sure that she is with me so peopleknotits not a fictitious character in the last conference, because it is suchan incredibly amazing story, but the...

ONL resisue is able to do. That wasbecause you focused on those do fifty eight touns for expanding deals in itand then now obviously she's getting promoted and they have bigger goals andwhatnot. All had to say that I lent to this big when I was literalty in thisroom. I was writing all the name of all the different things that we could havefor this book th. I Calle in my sales team as steward and Ryan, and theywalked in and I showed them the whole list of thing. I literally would likebrap people and bringing like hey, tell me what you think about this stuff andthey're, saying man this wis just BTB. This is just Bater Marketing Sals, I'mlike you guys are so right and that's when the title abm is Btbe was bornfrom two sales people wer on the front lines wit think this is bettermarketing in sale. So I wanted to be the first one to write a book on Abimand I want to be th first one to be on the Reckor to say: ABM is bigger thannow just Aba. A Mora position is actually across the board: Go to marketstrategy, love it and it in your point of it being an exercise in ABM itself.If you look at a title and says ABM as Btb- and you say God, I don't know whatthat means that pooks not for you and everyone should be okay with that.So you talk I'm going to get into a couple F, practical things, so so sofolks get some take away here. Besides picking up the book, I did a videoreview. The book it's just outstanding- I won't- I won't make you blush on thepodcast for those o you're watching video clips, a it was t, is justexcellent. I think you're absolutely right. This is the current bestpractice organized in one convenient package, that's beautiful by the way.It feels great in the hand- that's part of my review as well just as a physicalproduct. It feels great, but it's loaded with great information andstories. So for those of us who are still have one foot in the CAN, youincrease leads by twenty two percent this month we have the leads forrd castand it's based on how we did last year plus x, percent growth, and you knowwe're going to we're going to keep some of these conversion rates along heldsteady in our forecasting and projections right. So people have thesstep in the old world who also hove a footnee in the new world that you'vedrawn out. You have a nice like evolution. Chart from you know,essentially just to dum it down old fashioned marketing to today's state ofaffairs with with full and proper ABM. You know what are a few key things yousee with. You know a company like ours that is we're doing some of both there's a lotof emotional and cognitive investment in the new world and and some progressthere, but there's also still some legacy stuff and, frankly, we'restraddling the line. To I mean some of our go to market is still a little bitof abeticy strategy, because we are a volume play, unlike some other, likeyour company, you don't need forty Fivezeno customers, you'd, probablytake them if they were the right ones. In time like when the whole world islooks difficult today, but it's fun that you say that that I think mostcompanies business would break if they have more customers to handle than they-and I know people say Oh willit's, a good problem to have no becausetensionissues. You have gross margin issues, a d, then you just don't understandbusiness. Then if people say that no that's our prover Sall, no, I thereneeds to be a proper investment on both sides of it, so I'm not advocating forless growt, I'm acadvocating for Efficien Gowt and I think that's whatvaluation of companies go up when you have a fician growth, not just crazygrowth at the top and a really bad retention challenge. So I mean you kindof sell me all that stuff eat and to, and then at you really, your a biggerbigger point over here is that I think if that iave never said that hey, youshould stop Le Generation. In a sense you shoul need to storp regenerationthat doesn't BRIB. Revinue is really the ultimate gall, and the way you dothat is is if you are an organization where your Salistom is not falling onyour leavs, you got a problem that you have to solve. For regardleless of YOUDO ABM or not. Now, if you are doing abm, I think what it can really helpyou do is y. u you can literally end...

...the word that I would give everybodypowerof words. Is I'm going to just do an experiment in my company? I'm justgoing to pick two sales people that IV, but I'm buddies with and say that allright, I'm Julie and Sally I'm going to work with Julian Sally and say both ofyou. I'm GOINGNA COME UP WI. What are your top twenty accounts that you wantto close this month or this quarter, because your job depends on it andthey're Aleto say all right, heres the Li Ro. They know what those tortyaccounts ar you don't even have to run a report on that and then you said allright, I'm going to figure out what to do with this with the all right. YouLook Atn those twenty accounts and they say, oh on these twsnty plus twentyforty accounts. Ten of them are in Boston. Let's just do a dinner inBoston and then fly you guys and then have the conversatioon with peers andour customers. There are some customers there do that right or say: Oh fifteenof them are in industrial engineering or something like that. All Right, let'just say your existing e Book and turn that into industry egineeering orientedebox so that they can send this to them very specifically, so that they feellike the valued and we care about them and all that stuff. You start lookingat all these different elements, which essentially means you don't go and sayI'm going to run three blogs a month a week, I'm going to do two WEPONORS AFmonth, I'm going to do one white paper, you throw that out and come back to thesalestmen saying these. Are you forty deals that you want to close and Becauof find away from all these many o apctions, which one make sense and havethose plays done for you? You do that for thirty days, I promise you thatthey will go assuming they have a success and I have no doubt reason tobelieve they won't because I've seen this work so many times they will goand tell the entire sales team. Like look what happened. This is why Icrushed my quartear this mother, this quarter. Guess what? Because you grantthat experiment now the sales fere is going to come and say instead of askingfor leaves he or she will going to come. Ask to you for saying: Can you do thatfor the rest of my team? Now you got a conversation at the executive team.Going that says, how do we give marketing more budget to dthat right?So you change the conversation, and I don't know who said this, but if you're,okay, not taking credit for it and letting others whith your sales demtake credit for it, you can do anything anything possible. So I challengeeverybody o think about this in a different way. N Start of saying thisis a marketing initialive now work with your sales team. Nood even has to haveto know that you're doing this go and work with you, two sales tean and startworking on the deals that matter to them. Everything else changesautomatically the next thirty guys so good, which ties back to where you open,which is this, is all about aligning with the revenue goal, which is I meanthat is the point like what a customers soyou want. How can we organize aroundthat? Who Do we actually serve best, and how can we best reach those peoplein an efficient manner? It reminds me of, I is just general, I don't know if Iran into it when I was working on an NBA or somewhere else, but the researcharound one of the biggest challenges is defining the problem. I think so manypeople are looking for where to apply solutions, but they haven't done thehomework of defining the problem, and so that's what you ere ma, making methink of here's. The problem is, I have these twenty accounts and I need tomove them forwardit at you know, summer, at the stage summer, at this day summer,at this Dage, I need move all twenty o these deals forward and then marketingroles in and says. Okay, we will help you move those forward and so we'regoing to divine we're going to we're going to define activities and executeactivities based around this very specific we've defined the problem. Theproblem is: There's not enough felocity right here as opposed to you know, I'vebeen in teams and I've even done it myself, where we're just doing thingsthat we assigned ourselves and hoping that sales finds value in it yeah. Isit justand? It's super super powerful. I mean I was going to ask you about thepower of the alignment when we were talking about one team, but it shouldbe very apparent that it's all around efficiency of revenue and how to bestserve the customer. I got a couple more things I want to ask about. One of themis book related and I think you'll enjoy this. This part of theconversation new story is an...

...organization that all of the proceedsof ABM as BTB are going to support. I goin to give you the opportunity totalk about who is new story. What are they doing,and why did you commit this way? What's your motivation to support theorganization through the book, Mand thanks Euthem for exapting thatprobably you're right I'll totally enjoy the next five ten. You knowseconds that you give me on this thing, because it's it's very close to myheart, so I meant breat to the CA and cofounder of new story, ther based onAplama and San Francisco, and it was really interesting and I never felt medrawn to one type of charity or the other. If somebody asked me for moneyI'll, do it do it for my church I'l like it just that, but beyond that Inever understood or valid and always felt like. Oh my goodness, what am Idoing? I'm talking about marketing and then people over here hare getting itout. drading like Chatty, water and stuff, like ven they're doing so manyamazing things I almost felt like whatever I'm doing is absolutelyworclass like it et has no value of like you know whatsoever. We makesofterin that I can even touch. So you know it's that, like the halulesssometimes, and it does feel like that- sometimes it's just just how how it is,even though you know, obviously there are people, their jobs and theirbusinesses. Wron and lives are supported from it, but sometimes youjust want to touch it tangibly right and when I'm at bread. I felt like hisstory of the fact that, when he was out there in a couple of like in Mexico andsome other places, he just saw that people didn't have homes and we Bhaugt we take for granted over hereand and- and he just had this gream of building communities off houses, notone house but a community and what was really interesting is they're doing itusing thred printer. So they can literally build hundred houses inhundred days and something that they won as a Wi combinator. So it's a anonprofit that has three diferenting houses. They have one one kind of builtin Austin as a prototype and now they're going to build communities allover the place like Tohny Robins, a lot of other people. I have been puttingmoney into this a lot of the tech founders that I know are alreadyinvestors in them that are giving them money to do a whole bunch of things. Solove the fact that it has technology and not just any other, like raicemoney, kind of thing and the second part of it is thet wes, a hundredpercent nug chatty water kind of business model, which is all the moneythat hey we are raising for them, will go to this cause and their operatingcost is funded by fambers like me and others who are just giving theoperational cost of it right. So I love the part that the hundred percent ofthe money that Wull Co from the proceeds or the reviews for the bookswill go directly to them and that will go directly to the people who are inneed, as opposed to like all the logistical cause that comes with it. Soanyhow, I'm just. I felt that man lot. This is ot going to be a new PTEMBER,ser book and stuff. I wish it could in some ways, but Youre, very fose andtargeted if nothing else, outgrade awareness for them in the techcommunity and that's really my hope, andbold with that. It's awesome. I lovethe. I love the multiple layers there and actually sets up kind of the lastthing that I wanted to get to before a standard clothe that I think you'llalso enjoy just because knowing the kind of purst you are, I think you'llenjoy the closing questions, which is the community element right. And soit's not just we're going to pick this family and build this house or we'regoing to take this plot of land and put a house on it, which is also awesomeand equally valid in its own way. But this idea of building community and thevalue of community- and so you know one of the things that you're well knownfor saying- is without a community or just a commodity. So talk about buildthat bridge from you know the communities that new story are buildingand the communities around thoughts and ideas and practices as regard ABMterminus, Etcetra talk a little bit about community versus commodity in amarketplace, type of way, tor in a human way, yeah Elso, I literally justfinished reading Tony, who is the CO...

Zappos his book on delivering happinessand he attributed all the success and s like pwenty years now. People thereit's a long time, you think about it. Twenty Years Right and at the end often years is when Zappos Wawas acquired by Amazon so and he continues to be theC O Zapost, and now it's about twenty years, so really good story to thinkabout thes puurily fundamentals: There not somebody's hopping around and inthis book it attributes the entire success of his com, his growth of thecompany to three things, which is brand and very purety to find as bestcustomer service. So something that I think or your audience would absolutelylove. Number two was culture and it de fined that as delivering Wiou, bothexternally Toyour customers were also internally to your employees. So I feltlike that was really strong and emmber three he said well, you got Ta havebrand, you have culture, but ultimately you also need to create an employee,education and development platform internally, as an organization,everybody in Organizeon should be growing both personally andprofessionally, and I was blown away like he didn't talk about product. Hedidn't talk about his service. He didn't Oner B any of h. He like thesearethe three things and they call in the BCP brand culture and he calls thepipeline for the interol training and Development Program and all that to mehe was just trying to build a very strong internal community and commutedytheir customers. That is based on the promise that be going to deliver vowright and- and I felt like man that is really strong soit's one of thegreatest companies out of there is not foculused on product as much as theirfocus on this and not saying that you got have shitty product you're. As thatthose are tablestaks. I think we need to start building this higher narrativeand really focusing not just saying but doing it. anthe people would startmaking making a note of it and this whole idea without a community. Your acommodity iting. That is my one liner for my five years of experience as astart of guy is, if he didn't do that, it would be really hard for us to growin the radfier growing. But in spite of that, everybody else can copyeverything that we do. There's not a single feature, we're going to developin the next five ten years that are going to be so groundbreaking thatnobody else in the wor can copy everybody and copy what they can copyis the community aspect of it, which is why I love the fact that, when newstory and others like when people or what you trying to do with this podcastthey're all trying to build a community, because people want to be part of acommunity Nana product, but they community, and that that to me justfeels at the human level really important yeah. I agree completely andI think you've got so much going on there justtied up in in the company the focus just just the concepts of ABM and whatthat means for building relationships with customers, so that you can be veryintentional and specific, not worrying about everyone, but worrying aboutspecific people and in how you can serve and upserve those folks buildingit internally. Investing in your people, which, even that layer is you're goingthrough Tony's chase teachings there. It made me think about what you weresaying just fifteen or twenty minutes ago about the hardpath is to go. Telleveryone what to do the easy path to say: Hey, here's, a problem, and so, ifyou have a bunch of smart committed people- and you just point them at theright things and kind of again take some time, especially maybe theexecutive ov level to make sure people are aligned in the right directions andgoing toward the right things. The rest of him is just going to take care ofitself, and it's more enjoyable for everyone involved is better for thecustomer, it's better for the employ, and it's better for the for the healthof the business in general. To so it's awesome. I think people hearing thatand saying that I think it'll become more and more true. I think, from ahardcore go to market standpoint, it's absolutely right because the other sidethat we didn't talk about is the commodity. And it's like I twhenever. Italk about that Commodity Element. You know we work with a lot of people whofear disintermediation the idea that their jobs are going to be replaced.You know not truck drivers, although...

...they're certainly threatened byselfdriving trucks, but you know people thatare, trying to figure out a lot ofsales. People who are trying to figure out will people just buy this directlywell be cut out of this process by a tool or an APP or something else, andyou know we're teaching them how to reinject the human element into theprocess through video to bring it to life, to build some emotionalconnection, to answer questions more clearly and more quickly than someonecould get a solution by maybe reading a eighteen paragraph support article orsomething like that, and so it's this it's this commodity side of it, where alot of things will become commoditized. But these things that people haveemotional investments in I to personal relationship and other kind ofeverything that community entails is the antidote to the commodification ofour businesses is so good. I love what you're doing do you have anything onthat now? Mad? Are you so you Soerize Bat? One EC S A lot yeah, so so the waywe always wrap up here, relationships Ar our number one core value here, abombombin on the podcast, and so I always like to give you the chance tothank or mention someone who's had a positive impact on your life or careerand to give a shoutout to a company that you think is delivering greatexperiences for you as a customer all right, so the person who's having a lotof impact. Recently more than ithink has been my son. I think I've beenlearning a lot from him or being present and just being in ha moment anddoing stuff that doesn't pruly be part of the normal rules and stuff. So Ilove like one day. Hou just you know, walked out with. Like a you, know,tennis shoes and like tremindous socks, the like, like football songs, and youknow, basketball, shorts and the baseball TSHIRT and an I'm like dude.What game are we going to play and he said anything is possible, and I thinkthat just made me realize that, oh, my goodness, we just are so tonol focusedon our own lives that sometimes we forget that anything is possible. Wejust need to think about it differently, so he's been Runin Spya and I'mactually really looking to learn from him every day. Now, because of that,like childlight thing that we can o lose as we grow, but how old is he isnine Aso? Yes, it's there's a lot of good stuff there and then I think, as acompany, an thereis there's several really good companies I feel like.Obviously drift is doing really good around a lot of just being human arounda lot of the intereractions and stuff, and I know devid, cancel and Dav gaarkpretty well, I think in Ano ther company, that's really doing well. Thatis actually not talked about as much as GTO. So GTO is a customer reviewsplatform which, again from a customer experience, perspective, there's nobetter place to go and look for what is the truth, and I look at that reviewsof people all like, almost or regular basis, to just see what are peoplesaying about it and what they have really done in terms of building acommunity and stuff they're, like thousands and thousands of reviews, andthey have just open up this wall between products nd and then encustomers to know what exactly is behind the scenes. So people can hidebehind like well. I we show your powerpoint Dack. That shows what wedon't have but looks really good on powerpoint it. Actually, I let me justsee what the product and other people are using. It say so I feel likethey're doing a really good job of Customar experience and marketing aswell. It's awesome and they're in theyre raising the importance ofcustomer experience by making the actual customers experience moretransparent and giving a you know social as obviously, in general, itsrise, empowered customers at a broad level, but in a focused way. Someonelike GTO that', that's to the point of account base marketing they're, nottrying to review every product in service, it's a very focused inorganized platform and it gives geves buyers such transparency. So it raisesup. The demands on us. Is Service providers to do our best job? I likereading Org to crowd reviews as well or Ghe too sorry did they drop crowd, yeahDowal Ou have co, they have gtcom or somebody like or Djo. Yeah G do crowd.RIHT remember now. It's all GCOM yeah...

...cool, Saing Rom. This was as fun as Iexpected, and I had very high expectations. I know folks are going toget a lot out of it. There's so many ways to connect with you. I feel likeyou're man about the internetman about the industry, but in a targeted way. Iffolks enjoyed this and he wanted to follow up besides picking up a copy ofABM as btob. What else might people do to connect with you, Temin LinkeonHanestly, this its really intresting? You say in many different ways: I'mactually a nowhere to be found other than linton and like email. I just havefocused on it: I'm not a Snapchat, I'm not I'm hardly on quitter, I'm not on whatever is the new thing or Tay talkor whatever, I'm literally onlaketen. So it's actually very easy to find menow awesome. So look up, Singram, vagere Onlinkedin! You will not regretit tons of great content- Andy Growing Community Sangram! This has been apleasure. I appreciate your time so much and I wish you continued success b.t then Abe eerman thanks, eat them for everything to do man, clearcommunication, human connection, higher conversion. These are just some of thebenefits of adding video to the messages your sending every day. It'seasy to do with just a little guidance, so pick up the official book.Rehumanize your business, how personal videos, accelerate sales and improvecustomer experience learn more in order today at Bombamcom Boock, that's Bo, MB,tombcom fuck. Thanks for listening to the customer experience. PODCASTremember. The single most important thing you can do today is to create anddeliver a better experience for your customers, continue. Learning thelatest strategies and tactics by subscribing right now in your favoritepodcast player, or visit Bombomcom podcast.

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