On this season of the podcast, we’ve talked to some of the brightest minds and key voices in revenue operations.
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Welcome to Rise of RevOps.
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I'm your business on CEO of Caspian Studios.
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On this season of the podcast, we've talked to some of the brightest minds and
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key voices
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in business and revenue ops.
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Today, we're bringing you a bonus episode where our recent guests spotlight the
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best
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tools in their tech stacks.
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Let's begin with Sean Hiss, VP of Go to Market Operations, who gives us the low
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down on what
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kind of technology is changing the game at WECA.
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The other thing that's really interesting about our company is we have
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embarrassment
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of riches from a technology stack.
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We have just a ton of best or breed stuff, frankly, probably more than we can
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consume
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at this stage of like kind of at our size, but a lot of amazing stuff.
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Depending on the hat I'm wearing, I'll go deeper in one versus the other.
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But, you know, I was thinking about this and here's where I spend most of my
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time, right?
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So we're Salesforce Shop.
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So obviously a lot of time in Salesforce, a lot of spreadsheets, a lot of dash
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boards
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and reporting as we go through.
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I actually start my morning in Salesforce.
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So I don't know if that on the degree of nerdiness that makes me or not for
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this audience,
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probably not so nerdy.
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We've recently implemented Clary.
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And so I really love Clary as well for my sellers because I think it's got a
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great mobile
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experience.
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It puts the keeping updated forecasting and opportunity management kind of
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right at their
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fingertips.
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It's all things, mostly things you can do in Salesforce, but it's just making
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it that
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much easier for the team as we go through.
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Also we're a HubSpot shop from a marketing automation standpoint.
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So a lot of time in HubSpot.
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And gain site is what we're using, implementing for our customer success team
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and kind of thinking
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about that, our customer cockpit or customer dashboard of what that looks like.
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In addition, a couple of the other side tools we've been using have put in
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recently also
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give a shout out for Qualified.
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We're a recent qualified customer.
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Think of them about four or five months in now.
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Really amazing how they're tying together a data set with the visitors and IP
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matching.
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And for me, when I thought about lead flow and how do we best enable our sales
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team and
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getting our customers on the digital buyers journey, it's been an incredible
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tool for us.
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So been really happy with that.
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And the other one I'm looking at is atrium.
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And again, that's a kind of a BI tool that lets me understand where my sales
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teams are
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spending their time, what's the kind of effort versus reward in terms of
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pipeline build,
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efficacy, activity, those kinds of things.
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So lots of tools on top of those, but that's probably my main kind of table of
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stuff I'm
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interacting with on a daily basis.
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Solid tips from Sean.
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Next up, we hear from Mark Chocolate, head of revenue operations at Embrace.
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Who knows your tech stack is key to automation.
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The tech stack is more than just cool tools.
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The tech stack is the foundation of your data.
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And in many ways, the foundation of many process that can be automated.
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And so it's more than just a CRM and a marketing automation system or a ticket
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ing system.
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We use Marketo, we use Salesforce.
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But we also look for tools that in many ways are add-ons that can't be maybe
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leveraged
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natively in Salesforce.
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And the goal of doing this is to ensure reps and users like myself aren't doing
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a ton of
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manual work.
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One goal of revenue operations is always to automate, make more efficient.
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And so when we can use leveraged tools that create contacts in Salesforce or
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write back
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activity in Salesforce, show us intent of people who are on our website.
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Automatically assign tickets.
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It's something that helps expand capacity for the team, which means we can do
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more or
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focus on other things like actually going into the data and finding insights
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that can
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shift and shape how we do business.
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I will definitely get on the bandwagon of a lot of rev-ups for folks who are
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using
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gong or a choreist or even, I mean, not related but hot-reach is also great in
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terms of automated
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tasks.
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But to have a tool to give you insights really into the sales call and to tell
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you what
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the rep is saying and coach them live.
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It has been pretty useful.
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And in fact, we were able to utilize, we track certain words, sales reps say,
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or the
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prospect says, and we call it out on the call or feed it back into Salesforce
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reports.
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To try to see if there's any sort of variable or keyword or some sort of
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indicator that can
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help us on the sales call in terms of converting it to the next stage or even
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closing.
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Next up, let's hear from Matt Buren, VP of Global Sales and CX Operations at B
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ambora,
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and a new qualified customer.
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So qualified, new customer, but I will give them credit where credit is due.
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I have never had a tool launch without a huge hiccup like we have.
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We launched last week, it's been live, it's phenomenal.
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It's everything that I thought it would be.
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So massive shout out.
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I'm not getting paid for that comment, by the way.
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We love to hear it.
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So the big ones for us, obviously Salesforce first CRM, we use HubSpot for
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marketing outbound.
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We've got some really cool process between Salesforce and HubSpot where we're
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actually
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ingesting Bambora data and building scores.
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So we've got three different main scores that we use, an account score, an
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intense score,
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and an engagement score.
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It's a combination of HubSpot data, Salesforce data, and Bambora's own data.
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So obviously Bambora is part of our stack because if it wasn't that'd be crazy
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talk.
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Sales navigator, gong.
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We use outreach as our SEP.
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And then we've got for the CX team, we use a tool called Plan Hat that's really
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great
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that helps with lifecycle adoption, health scores, and things of that nature.
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That's our core stack and then cognizant from a prospecting standpoint.
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Next up is Mary D. Alessandro, VP of revenue and revenue operations at Infobip.
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She takes a compartmentalized approach to the tools that are helping her
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organization
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evolve.
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So I would group them into three areas.
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The first one is Salesforce to monitor the health of our future business.
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So by looking at leads, pipeline, and revenue forecast.
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Within Salesforce, I also used two other tools.
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One is called Altify for account planning and the other one is called exactly
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for the
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revenue forecast.
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Then the second area would be our own proprietary tools to monitor the health
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of our current
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business.
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And so there I look at revenue, gross profit, gross margin, and net retention
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rate.
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And the third one, I would like to say LinkedIn, which I believe is becoming
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more and more
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and important tool for businesses.
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I personally use it to monitor how our business could evolve in the very near
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future by keeping
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the polls on what is happening in the marketplace, not only to our customer,
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prospect, partners,
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and competitors, but also looking at all the new technologies that are coming
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up and thinking
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how we could leverage those technologies to give our customers the ability to
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offer even
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more connected, personalized, and on-demand experiences.
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And also to me, it's very important to keep up to date with current trends.
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How only to be able to better advise our customers on their existing needs and
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challenging them
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on new ones that they may not be aware of, but also to make sure that we keep
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up with
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those trends and trying to anticipate some of them to be able to pull ourselves
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ahead
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of the innovation curve as much as possible.
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Daniel Gray is the Chief Revenue Officer at Blend Localization.
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He tells us what's in his tech stack and some of the new tools that he's
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looking to
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add.
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I've got the base.
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I'm Salesforce.com.
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As a CRM.
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I'm in HubSpot for marketing automation.
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I'm actually, I suppose, maybe hacking HubSpot for sales engagement.
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One of the more recent tools that we deployed within the last year was Zoom
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info.
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So that's been a game changer for us.
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Now I do have, as I'm sure, many of the providers for data, they have this
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challenge.
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When you get outside the United States, the quality of data, the constraints
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with GDPR,
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and so the quality of data, say, within me and then even with APAC, it's a lot
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harder
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to get the same quality of data and even the intent functionality that Zoom
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info brings,
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which is really, really cool.
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And then I've got a combination of Zoom, LinkedIn Navigator, DocuSign, Unbound,
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Microsoft
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Teams, the whole rest of that for execution.
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But I'd say the big, big tools that my reps use and my SalesOps RevOps use is
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Salesforce
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Tableau, Zoom info.
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And then we also have our own backend platform that we're all interconnected
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with.
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And then I'm happy to comment on tools that I'm evaluating and looking to add,
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but that's
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what my stack looks like now.
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Yeah.
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What are you looking at?
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What are you looking to add and why?
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So I've evaluated sales engagement tools like Outreach, Sales Loft, and that
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sort of thing.
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I'm quite interested in vatting those types of tools.
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I'm also interested in tools like Connect and Sell that allow me to produce a
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lot more
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calls, connects, direct phone engagement with customers.
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I think that we have such an over-reliance on email these days, mass emailing,
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cadence
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sequences, and it's just a lot of email.
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And at the end of the day, it's this type of personal relationship that makes
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such a difference
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when you're selling it.
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I don't much care if you're selling services and are high-tech products, the
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ability to
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engage with customers and prospects on the phone, and even real-time chat,
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things like
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that.
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But the next ones would be things like sales engagement and then some level of
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just increasing
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my calls and connects.
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Counseling is partner and head of revenue excellence at Sapphire Ventures.
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He prioritizes tools that help make you the most effective version of yourself.
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The thing is that there's a ton of tool proliferation these days, meaning the
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tech stack that I
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had back when I was at ArcSight, perpetual software days, which is a while back
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, I mean,
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I could probably put it on a single page and showcase it.
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And I did, and my road shows and whatnot during the HP acquisition.
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Nowadays, I see some of these tech stacks and the best and brightest of the
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respective tools
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you need, and it's massive.
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So the way I like to think about it is it really depends from persona to
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persona within
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a company.
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So myself as a go-to-market executive, my tool stack, transparently, is
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different than
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what a seller will care about.
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My tool stack is all about visibility and proactive visibility.
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So what I tell my teams is, look, I'll spend most of my time in our Tableau
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dashboards
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that connect everything from top of the funnel down to all the various data
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points we have
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from the disparate tools that we have available.
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What I want is a single pane of glass to be able to look at all of this and
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understand
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how the business is trending and flowing.
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So for me personally, visualization tools, that's where I spend most of my time
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It's a Tableau, a snowflake.
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Now great tools like qualified and others, right?
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What they're also trying to do is I have that single pane of glass, so some of
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those
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eventually will probably replace because there's very specific use cases I'm
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trying
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to solve for as well.
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And funnel and funnel progression, understanding the funnel all the way from
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intent down, really
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meaningful as well.
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But for me, it really is about decision support tools.
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My teams, right?
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If I think about sales, marketing, CS, I see a lot of them living in their
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workflow
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tools or their process tools.
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So I have seen sales engagement tools and things of that effect be really high
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on the
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list, right?
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So the outreaches of the world, where they do their day-to-day jobs, right?
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That is super meaningful for them.
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You know, gong and chorus.
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There's all these other tools out there that help you understand if you're sort
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of the
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most effective version of yourself.
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So those folks are spending more time in like their work tools, their workflow
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tools, the
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things that help them run their day-to-day.
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Although we also try to get them to be very data-driven as well and have a good
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insight
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into the reports and dashboards that they need.
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So it really just depends on persona to persona.
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But that's how I try to look at it.
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And ultimately, when you add it all up, you do get that big smattering of, you
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know,
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tools that every company has at late stage.
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It's just a matter of using them effectively.
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Aja Corbett is Senior Revenue Operations Manager.
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Go to market at Bread Financial.
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She joined us to reveal the tools she can't live without.
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Well, in my toolkit, Salesforce, CRM, HubSpot, Marketing Automation Platform,
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DialPad for
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Dialer, InsightSquared for visualization, data, Zoom for meetings.
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We're rolling out a CI for conversational intelligence.
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Sales engagement platform, groove.
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So I think outside of the brands, the companies, the core pieces, you probably
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need CRM, Marketing
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Automation, Sales Engagement Platform, and an enrichment tool because you need
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contact
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data, obviously.
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So yeah, I think those are the top four.
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And I'm partial to Salesforce.
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I know that HubSpot is up and coming with their CRM functionality.
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So if you're a smaller company or you have less budget, you could use that.
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It's really about setting the tools up correctly to support business process
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and not the other
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way around buying the tool first because of shiny marketing, but not
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understanding if
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it's going to fit your use case or the functionalities even there.
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So I think those are the core, but like my favorite tool.
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Yeah, that's what was going to be my next thing.
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I was going to say, what's new?
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What can you not live without?
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I can't live without, but I am living without it for right now is lean data.
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The three time user of lean data, I have self implemented it before the company
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is a revenue
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operations thought leader.
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Evan Leang is a thought leader of revenue operations.
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I respect their ethos a lot and the product is good.
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So they're a lead routing.
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That's how they kind of started out lead routing and lead to account matching.
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And it's a Salesforce app.
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So unfortunately it doesn't work for other CRMs, but they have really increased
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the functionality
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over the years.
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There's so many really cool things that you can do outside of just lead to
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account matching
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can do territory management.
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They have a feature called the list analyzer.
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So you can check for duplicates before you upload a list.
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And I use that for when marketing would have events and then they're like, okay
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, here
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for the event, can you upload these as campaign members?
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Like, okay, great.
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Do these people exist already as leads and contacts?
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And then it gives you the Salesforce ID.
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If you use outreach and there's an outreach partner integration that you can
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use lean
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data to trigger sequences versus the triggers and outreach, which are more
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limited.
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Now I'm getting nerdy and technical, but outreach triggers are a little bit
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more limited
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with the criteria that you can use to trigger stuff.
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It's just like a smaller scope of things you can do, right?
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So the automation is not as powerful on that side.
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But lean data is and lean data sits inside Salesforce.
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So you can build it all in Salesforce and the routing, like you can have
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complex routing
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rules or is round robin.
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There's like work load balancing.
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So you can say if someone has too many leads, like pass it to the next person,
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you can set
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that up.
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Yeah, I mean, there's, I can't say enough good things about lean data.
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Adam Tuddle is the director of revenue operations at Active Campaign.
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And he reflects on being his own biggest customer.
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Well, like I mentioned, we are one of our biggest users in the world, which is
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pretty
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cool.
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So from the size of our sales team to the amount of automations that we use,
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like at
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any given point, we'll have somewhere between 2,500 and 3,000 automations
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pumping through
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our account that are live.
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So we, we use our tool on a very high, high level for our own purposes.
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So Active Campaign is the number one tool that we use day in and day out.
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And I know that obviously, of course, like you all use it a ton, but you're
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also the
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best at it.
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When you say that number of automate, I mean, that's a huge number.
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That's a huge amount.
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And I know that you have like, you know, 100,000 plus customers and all that
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sort of stuff,
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but like what is in all those automations?
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You guys are breaking into bite-sized chunks, so it's not just rev-ops.
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It's our education team and our marketing team and our, I mean, we send things
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to internal
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people, right?
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It's all of those pieces put together.
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The thing that I find really fascinating about marketing automation tools as a
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whole, right?
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So let's be agnostic to Active Campaign for just a second is that a lot of
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users, when
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they hear marketing automation, they think, "Oh, that sends email."
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If you were to break down, let's just say 2,000 automations and you were to
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break those
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down probably only a couple dozen to a couple hundred of them, right?
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So let's say a higher dozen.
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So one to 200, send emails, maybe 10%.
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The rest are actually doing a lot of work behind the scenes to manage our data,
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to build
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funnels for our sales teams, to correct things.
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The mistakes happen.
17:58
There's a lot going on behind the scenes and that is where that number really
18:02
grows because
18:03
you might have a lot of micro automations, which is an Adam Tuttle original
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coin term,
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but micro automations that really are there just to do one very simple task.
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Like, "Oh, this happened?
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Add a tag."
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And so there's a lot of those and when you stack them up, then you get
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thousands.
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Where are the rest of your sales marketing and your CSP people living and what
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metrics
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matter to you?
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We use Looker and like Snowflake, manage our data and then Looker helps
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aggregate that
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and make it pretty.
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That's probably where a lot of those teams tend to live.
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It's taking data out of our tools, whether it be, we have some homegrown
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systems that
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do a lot of our processing for billing and different things and connecting that
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data to
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data inside of the CRM.
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So if I think about it from a RevOps perspective, it's looking at things like,
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"Okay, how many
18:58
trials came in and how many deals did we create out of those trials for our SDR
19:03
team to try
19:04
to qualify?"
19:06
If we see a huge gap because we know that we only strip out a small amount of
19:10
potential
19:10
opportunities, we don't let anything that has an active campaign email address
19:15
go through
19:16
as an opportunity for a rep to work.
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That doesn't make any sense.
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So we take those out, but we should have a very small margin of, "Should we
19:24
basically
19:24
the same?"
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And so we're always looking at things like that, especially on the sales side,
19:29
looking
19:29
at how many people are progressing through the pipeline, like what are our
19:32
qualification
19:33
rates?
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What are the things that we're doing?
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And I would say that that actually is similar to what marketing is doing as
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well.
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Again, we talked about this relationship with marketing ops, RevOps, at least
19:45
in the context
19:46
of active campaign.
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Renee Cinque is the one driving those trials.
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But if none of their trials are converting to leads, then that's a problem for
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them as
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well.
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It's not just something that matters to sales.
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Renee Cinque is head of revenue operations at RutterStack.
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And she has a new addition to her tech stack that we would love to hear.
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Qualified is the most recent addition to our tool shed.
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So we do use Qualified for our marketing site.
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We're evaluating adding it in the application as well on certain pages.
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We'll use that for conversation marketing as well as insights and signals for
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our outbound
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team and our account executive.
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It's been very impactful for us so far.
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If I laundry list out the big players, I'll start at the top of the funnel
20:28
where we use
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RutterStack.
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So RutterStack is what we use to get our leads in from our application, from
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our marketing
20:35
website, and track as well all of the interactions that those de-anonymized
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folks have with our
20:42
website.
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The same way that qualified, right, when someone puts their email address into
20:47
the qualified
20:48
bot, you're always able to tell that that person coming back in the future, we
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do the
20:53
same thing on our marketing website, right?
20:54
So if someone gives us their email in a demo request or to register for content
20:59
marketing
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webinar, we'll cookie them, right?
21:02
And we'll track how that prospect is engaging with our content going forward.
21:06
We'll actually also use RutterStack to instantly enrich those or near instantly
21:10
enrich those
21:11
with ClearBit.
21:12
So qualified also leverages ClearBit, so we do have a good consistency, at
21:16
least in terms
21:17
of MQL logic and how we think about what a qualified versus unqualified lead is
21:22
between
21:22
qualified and our marketing site.
21:24
As well, we leverage Tableau for a lot of the usage insights, analytics, just
21:29
different
21:29
go-to-market roll-ups.
21:31
So yeah, I think that's like the tool belt for us at RutterStack.
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Pete Ainsett is the chief revenue officer at Fordroc.
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He prioritizes tech that supports the strategic methodology there.
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We got a lot of things in our tool shed at Fordroc actually.
21:45
And again, growing company there needs, there's plenty of opportunities.
21:49
I think it probably starts with the, and not even necessarily tool, but a
21:52
methodology.
21:53
So we use MedPIC from a sales methodology perspective.
21:57
And when I got here, there really wasn't a ton of rigor around sales
22:00
methodology.
22:01
And I thought it's something that we've had to put in place.
22:04
But once you put a methodology in place, how do you then drive that?
22:08
And how do you programatize that?
22:09
And that's with tools.
22:10
Salesforce is our system of record.
22:13
And really we're evolving our deployment of Salesforce constantly to trying to
22:17
make it
22:17
more of a data-driven tool.
22:19
It takes the transactions.
22:20
But then how do we get that data out in a way that we can make decisions?
22:23
One actual Salesforce plug-in that we have is an application called ClosePlan
22:27
that sits
22:28
right on top of Salesforce.
22:29
And that helps with the discipline around MedPIC and some of the pieces that we
22:33
were
22:33
able then to incorporate and make sure that, hey, we just don't have the record
22:36
there,
22:37
but now we have some of the strategic pieces on top of that.
22:40
And that's been really instrumental in making sure that we were tracking and
22:43
have a data-driven
22:46
approach to managing and maintaining all of the data that you need around a
22:50
sales methodology.
22:51
I can tell you the last couple of years on the opposite of things, we've really
22:55
gotten
22:55
much more focused on on leveraging some tools.
22:58
We put Tableau in place for real-time visibility.
23:01
Something that we absolutely needed.
23:03
I think we weren't putting our manager in the best position to make those
23:06
decisions,
23:06
those data-driven decisions.
23:08
Spreadsheets have their place in every company, but we had to have a more
23:12
proactive tool that
23:13
we could really manage the business consistently.
23:15
So Tableau's gone in.
23:17
We use Anaplan really to do everything from forecasting to territory planning,
23:21
multi-year
23:21
modeling.
23:22
And again, that's really helped us, especially territories.
23:25
Your growing company went from 50 to 100, 150 reps that we're going to have.
23:29
How do you come up with territories that make sense?
23:32
Do you have the right number of people in a certain region?
23:35
Do you go into another region?
23:36
Can all that data-driven and Anaplan's been a great way for us to centralize
23:39
that and
23:40
have a consistent approach to it?
23:42
Daniel Bornstein is a VP of growth at GenPACT.
23:45
And he considers automation versus personalization when customizing his tech
23:51
stack.
23:51
So I won't bore you with everything that's in our tool shed.
23:54
Instead, I'll answer the question a little bit differently.
23:58
In terms of how I think about what should be in a tool shed, we use kind of the
24:02
common
24:02
tools that you would think a company like ours of our size, or even frankly, a
24:06
B2B
24:07
SaaS company would use, for example, Salesforce or Marketo as part of Sales
24:11
force, right?
24:12
Or tools I qualified.
24:15
So I think we're very much trying to be on the cutting edge of what we need to
24:19
license
24:19
to make our business a modern sales organization and so on and so forth.
24:24
But I will tell you two things.
24:26
One is my approach traditionally, because I built a number of tech stacks when
24:30
I was
24:31
more in startups, is I always look at anything licenseable or any suite of
24:37
tools within a
24:39
must have or a nice to have bucket.
24:41
If you're nice to have, probably you're not going to want to contract with us
24:46
if you're
24:46
must have your must have.
24:47
And I like Salesforce only.
24:49
I know it's so obvious, but I'll give you like a very, very short anecdote.
24:54
A year ago I was visiting my dad and my dad is a retail investor.
24:59
And he invested a number of companies, like for example, in this particular day
25:03
, he said,
25:04
what about Salesforce?
25:05
So he knows Salesforce.
25:07
He knows the financial metrics.
25:09
You can see the growth of the stock.
25:11
It doesn't necessarily understand the business.
25:13
He says, should I buy Salesforce?
25:16
Now I can give my dad any piece of advice I want on Salesforce because I'm not
25:19
an employee
25:20
of Salesforce.
25:21
There's no moral hazard there.
25:23
So I explained to him this paradigm of companies licensing software in nice to
25:27
have versus
25:28
must have.
25:29
And then I explained to him that Salesforce has this thing called ARR.
25:33
And this is what ARR is.
25:35
And they're so sticky because you have to customize and you have to build your
25:40
own instance of
25:41
Salesforce.
25:42
And they have all these other technologies like qualified, for example, that
25:45
bolt onto
25:45
Salesforce.
25:46
So effectively their customer churn has got to be one of the lowest in the
25:50
industry.
25:51
So like, yes, it's probably a pretty safe stock to buy.
25:55
So that's kind of my view on licensing.
25:58
And then one of the things that I think is interesting and I don't mean to be
26:03
controversial,
26:04
but this is a podcast about revenue operations.
26:09
There's been some debate over the last few years on personalization versus
26:15
automation.
26:16
Right?
26:17
And what I mean by that is in your sales go to market.
26:21
We all know people are listening to this podcast know who the players are, but
26:26
there's a set
26:28
of companies that create what I call sales ESPs.
26:33
They don't call themselves sales.
26:34
ESPs I'm calling them sales ESPs because essentially what you're doing is you
26:39
're using
26:40
a marketing approach to sales.
26:43
Instead of doing one to one, you're doing one to many.
26:46
Now I'm not criticizing these companies because I think what these companies
26:49
did is genius
26:50
because they're doing well.
26:52
They found product market fit and they found customers who are looking at the
26:56
promise of
26:57
how do I make myself force more efficiently.
27:01
But in the act of using automation, again, we're a company that embraces
27:05
automation and
27:06
we do it on behalf of our customers.
27:08
But where does it make sense and where it doesn't, it makes sense.
27:12
So if you're treating your sales prospects like you're treating your marketing
27:17
prospects,
27:18
I think it's a race to the bottom.
27:20
I think people are trying to find what is that latest technology or what is
27:24
that latest
27:25
trick to get a higher conversion rate and they're sending these cadences and
27:30
they're
27:31
semi-personalizing them and guess what?
27:34
People are smart, right?
27:36
Decision makers at companies are smart.
27:39
And when they're getting an email, which feels impersonal, where somebody didn
27:43
't talk
27:43
about their business, their issues, something that feels authentic, they're not
27:49
going to
27:49
respond.
27:50
So it's no wonder when people start talking about, I have a 3% conversion rate
27:54
on sales
27:55
emails like, wow, that's amazing.
27:57
Because it's a little bit, if everybody's doing it, if everybody's automating
28:02
this, it's
28:02
really no different.
28:03
You might as well just send emails from our keto and those are going to have
28:06
lower conversion
28:07
rates as well, depending on what it is and maybe it's promoting an event, has
28:11
higher
28:11
conversion rates.
28:12
So I think about this personalization versus automation as being somebody that
28:16
's worked
28:16
in tech companies that wants to license the best technology as a company where
28:21
we use
28:21
technology to help digitize our client's business to help them digitally
28:25
transform.
28:25
And where does it become too much?
28:29
So for us, again, and this is my own personal opinion, when we're reaching out
28:33
to potential
28:34
prospects, everything is hyper-personalized.
28:37
Of course, easy for me to say because as we discussed, we're not going after
28:41
thousands
28:41
of companies at scale.
28:43
But if everybody's doing it, how effective is it going to be?
28:47
So I think I'm not trying to pick on these cohort of companies and I'm not
28:50
trying to
28:50
pick on SaaS companies that use this kind of sales automation.
28:55
And I think by the way, it certainly works.
28:57
Like if you're using it for inbound SMB advertising with tens of thousands of
29:02
customers at scale,
29:04
you need automation, but there is a rate of diminishing returns there.
29:08
And I don't feel like that's debated in nothing in industry.
29:11
First in Gray is CCO at Shift Paradigm.
29:15
He shares the CDP tools he's excited to add to the tech stack.
29:19
Of course, you've got the basics, right?
29:21
Like I think most organizations have a marketing automation platform and the CR
29:24
M these days,
29:25
so we've always been a Marchetto and a Salesforce shop.
29:28
I think the last time we did an analysis, we've got over 60 tools in the stack.
29:35
We get a lot of technology, obviously, for our partnerships and we've got some
29:39
great
29:39
partners out there and a robust network of those folks.
29:43
But I would say at the end of the day, the stuff that we can't live without,
29:46
certainly
29:46
Marchetto Salesforce, Sixth Sense does all of our segmentation.
29:51
It does all of our scoring.
29:52
It does all of our digital ads.
29:55
A lot of our ABM metrics reside within that platform.
29:58
We absolutely are an account-based go-to-market motion.
30:01
We want to be focusing on our ideal clients only, so it makes a ton of sense
30:05
for us.
30:05
Certain mail, we do a decent amount of print mail, so we do a use sendoso for
30:09
that from
30:10
a criticality standpoint.
30:11
Tons of little widgets like LeanData that help us route and earlier segment
30:15
data within
30:16
CRM.
30:17
That's the core stack.
30:19
Any tools you've been trying out recently, something new, something cool?
30:22
Yeah, a lot of the new stuff that we're looking towards is CDP-focused.
30:27
Our friends over at Tillium, we love their product.
30:30
We also love, I think, any marketing department these days should have a snow
30:34
flake instance
30:35
that they don't already have one, just in terms of getting access to metrics
30:38
that make
30:39
sense that span marketing, sales, customer success.
30:43
We see a lot of that from a customer standpoint as well.
30:46
Snowflake has just gotten incredibly popular.
30:48
Light that up with an ETL tool to extract data with a visualization layer in
30:53
Tableau,
30:54
and frankly, a lot of organizations would solve their KPIs and their visibility
30:58
challenges
30:58
that are created by opinionated software that doesn't necessarily jive from an
31:03
architecture
31:04
standpoint.
31:05
Especially as we're talking about marketing, sales, customer success, bringing
31:08
those together,
31:08
I'd highly recommend that Orbs explore some sort of data warehouse solution
31:13
with a light
31:13
ETL and Tableau, Power BI, whatever they have access to for visualization.
31:19
I think we get away from a lot of spreadsheets and last minute board decks with
31:23
the type of
31:23
added-dip toolset.
31:25
We hope you enjoyed this bonus episode.
31:27
If you'd like to hear the full conversations, I encourage you to listen back to
31:31
the earlier
31:32
episodes of the podcast, which we'll link up in the show notes.
31:35
Thanks again for listening.
31:36
I appreciate all of you.
31:38
I'm Ian Faizan, CEO of CastMean Studios, and we'll see you next time on Rise of
31:41
Red Ops.
31:42
[MUSIC]
31:49
(upbeat music)