WEBVTT 1 00:00:04.200 --> 00:00:07.400 This is the Full Funnel B t B marketing podcast, 2 00:00:07.960 --> 00:00:10.320 brought to you by full Funnel dot io. 3 00:00:11.240 --> 00:00:16.120 Let's start. Hey everyone, and welcome to the new episode 4 00:00:16.160 --> 00:00:19.120 of Full Funnel Life. I'm really sorry for everybody who 5 00:00:19.239 --> 00:00:23.480 giant has life that we are going late. Will literally 6 00:00:23.559 --> 00:00:28.000 start in one minute as team just has joined us, 7 00:00:28.920 --> 00:00:36.119 and anyhow, as promised, we're going to chat today about 8 00:00:36.759 --> 00:00:41.679 building a global AI native ABM function. We've been working 9 00:00:41.719 --> 00:00:45.799 with back based team for more than six months, working 10 00:00:45.840 --> 00:00:49.399 with multiple regions, and during this time we were really 11 00:00:49.520 --> 00:00:56.640 amazed with the way how they integrated AI and ABM 12 00:00:56.719 --> 00:00:59.840 process and the way how they are sinking in terms 13 00:00:59.880 --> 00:01:01.359 of building the global function. 14 00:01:02.200 --> 00:01:02.759 Uh. 15 00:01:03.079 --> 00:01:07.719 While we are waiting for a team, I'm just curious, guys, 16 00:01:07.799 --> 00:01:13.280 who has attended team's session on our full final signed 17 00:01:13.799 --> 00:01:17.640 in March a few months ago Type plus. Please if 18 00:01:17.680 --> 00:01:22.439 you have attended on minus. If you haven't, a lot 19 00:01:22.519 --> 00:01:27.920 of course you have, let us know, guys who has 20 00:01:28.959 --> 00:01:33.640 attended that session. Well, you're typing just to give some 21 00:01:33.879 --> 00:01:41.680 background Team Sam I didn't. Okay, I'm just curious because 22 00:01:42.040 --> 00:01:45.959 there isn't my masking because it's it's just good to 23 00:01:46.040 --> 00:01:50.519 know how much we should repeat ourselves how much you 24 00:01:50.640 --> 00:01:54.400 re present from that session, but just maybe to set 25 00:01:54.480 --> 00:01:59.599 up the expectations. What we want to chat today is 26 00:02:01.000 --> 00:02:07.439 basically goes through the process of developing the global function, 27 00:02:08.759 --> 00:02:13.319 sharing the step by step process, explain how the team 28 00:02:13.919 --> 00:02:17.919 was structured, explained the challenges and how they were tackled, 29 00:02:18.000 --> 00:02:25.520 and then the last part touched basically the AI system 30 00:02:25.639 --> 00:02:30.039 that team and his team created and how we have 31 00:02:30.479 --> 00:02:34.199 integrated this into account based marketing. I see that what 32 00:02:34.439 --> 00:02:39.159 and team IREDI saw. Gentlemen, Please join me on stage 33 00:02:39.400 --> 00:02:40.960 and we can kick it off. 34 00:02:42.319 --> 00:02:45.759 Hello everybody, and you're waiting for a team to find 35 00:02:46.759 --> 00:02:48.240 there you go, it. 36 00:02:48.319 --> 00:02:50.639 Will here you go. 37 00:02:50.639 --> 00:02:50.919 Good. 38 00:02:51.159 --> 00:02:57.520 So we have all three Bold Dad marketing. That was 39 00:02:57.520 --> 00:03:00.879 a special bonus for everybody who is joined in US Life. 40 00:03:01.240 --> 00:03:02.400 It's a rare occasion. 41 00:03:02.759 --> 00:03:06.840 You can listen to the three Bold bidding the marketers 42 00:03:06.879 --> 00:03:11.000 in one place but jobst site. We have the last 43 00:03:11.159 --> 00:03:16.039 episode of Full Final Life before the summer break, and 44 00:03:16.080 --> 00:03:19.719 I'm really excited to bring our long term connection and 45 00:03:19.840 --> 00:03:23.800 friend Tim Ruden, who is CMO and back base to 46 00:03:24.639 --> 00:03:27.439 our podcast. So team fest of all, thanks a lot 47 00:03:27.479 --> 00:03:28.639 for joining us today. 48 00:03:29.599 --> 00:03:32.840 Thanks for having me, Andre and Flood longtime listener fans, 49 00:03:32.840 --> 00:03:37.000 so very privi leuch to be here myself. 50 00:03:37.680 --> 00:03:40.319 Cut good, So I think. 51 00:03:42.000 --> 00:03:46.000 We don't need to kind of prepare long inter for 52 00:03:46.039 --> 00:03:50.719 this episode. We've been working together on building a global 53 00:03:50.759 --> 00:03:55.120 ABI and function, integrating it with a systems right, another 54 00:03:55.199 --> 00:03:58.199 project that you were building as well in parallel, and 55 00:03:59.439 --> 00:04:02.080 for I think what we can do, you can just 56 00:04:02.199 --> 00:04:06.960 make a priefint of what back Base is doing so 57 00:04:07.199 --> 00:04:09.639 and who is your target audience. I think that would 58 00:04:09.639 --> 00:04:13.680 be beneficial for everyone, and then we'll dive deeper in IBM. 59 00:04:14.360 --> 00:04:16.519 Yeah yeah, no, happy too. So yeah, first of all, 60 00:04:17.120 --> 00:04:17.600 good to meet you. 61 00:04:17.680 --> 00:04:19.519 Also, my end steam rot and zero at back Base 62 00:04:19.600 --> 00:04:21.639 since one and a half years. At this moment in time, 63 00:04:22.519 --> 00:04:24.920 I've been of a BACKLACEE for twelve years. So it 64 00:04:25.000 --> 00:04:27.279 gives me the benefit of knowing the markets to customer, 65 00:04:27.319 --> 00:04:31.439 the technology, the value proposition inside and out. And as 66 00:04:31.480 --> 00:04:35.040 the let's say first step of the CMO coming in, 67 00:04:36.079 --> 00:04:38.480 I concluded, I need to really understand the man gien 68 00:04:38.600 --> 00:04:41.800 properly and I need to bring a vision to life 69 00:04:41.839 --> 00:04:45.920 that really works for our target audience, which is give 70 00:04:46.000 --> 00:04:48.360 or take two one of thousand to three thousand banks 71 00:04:48.399 --> 00:04:52.600 globally mid to larger sized, not the system banks but 72 00:04:52.720 --> 00:04:55.680 just one click lower, and not the smallest banks because 73 00:04:55.720 --> 00:04:58.439 they wouldn't have the budget to actually digest the product 74 00:04:58.480 --> 00:05:01.879 of back base. Basically, with those three thousand accounts, what 75 00:05:01.920 --> 00:05:05.040 we are offering is a white label AI native banking 76 00:05:05.040 --> 00:05:09.120 operating system, which is essentially a banking platform stack that 77 00:05:09.279 --> 00:05:14.160 allows the bank to completely modernize their complete operation. In 78 00:05:14.199 --> 00:05:16.240 the past, that would be to become omnichannel, have a 79 00:05:16.319 --> 00:05:19.959 nice mobile application, have a nice application, give it to 80 00:05:20.000 --> 00:05:23.279 your customers, clients, members, but also to your bank employees. 81 00:05:23.360 --> 00:05:25.240 They all need to operate in the digital world. And 82 00:05:25.639 --> 00:05:27.920 you know, in the past five to ten years, there 83 00:05:28.000 --> 00:05:31.360 was very much to get into a platform setup. And 84 00:05:31.399 --> 00:05:34.279 as we all know right now with the AI hurricane 85 00:05:34.319 --> 00:05:37.800 going through the industry, banks also need to embrace appropriately 86 00:05:38.319 --> 00:05:41.759 those new technologies, those new capabilities, and it's very challenging 87 00:05:41.839 --> 00:05:42.160 for them. 88 00:05:42.399 --> 00:05:43.439 And what is. 89 00:05:43.439 --> 00:05:46.360 Really cool and interesting is that for most SaaS players 90 00:05:46.439 --> 00:05:49.399 it's a real problem the fact that AI is now 91 00:05:49.439 --> 00:05:52.439 there and that you can easily build on your own 92 00:05:52.519 --> 00:05:56.240 or build certain capabilities and actually dethrown certain applications that 93 00:05:56.319 --> 00:05:58.480 you have contracts with. 94 00:05:59.040 --> 00:06:03.639 It goes to the back it's a bit less obvious 95 00:06:03.959 --> 00:06:05.879 to do that because self. 96 00:06:05.600 --> 00:06:09.120 Building a complete banking platform or a banking operating system 97 00:06:09.879 --> 00:06:15.240 is quite a heavy lift because the architectural layering is advanced. 98 00:06:15.839 --> 00:06:20.240 You have regulatory complaints to go through your running literally 99 00:06:20.279 --> 00:06:22.680 the bank that runs the country. So it's not something 100 00:06:22.680 --> 00:06:25.160 that you fight code if I may, nor is it 101 00:06:25.240 --> 00:06:27.360 something that you self built because it's just way too costly. 102 00:06:27.360 --> 00:06:29.319 It's going to take you too much time. So as 103 00:06:29.360 --> 00:06:33.399 back base, we repositioned last year, I say, three or 104 00:06:33.399 --> 00:06:36.000 four months ago, to be honest, all the way into 105 00:06:36.040 --> 00:06:38.560 becoming an a native company on how we run ourselves 106 00:06:38.560 --> 00:06:41.959 internally and being an AI native banking os towards the 107 00:06:42.000 --> 00:06:45.439 industry as a first mover, so as a category leader 108 00:06:45.480 --> 00:06:48.240 of the previous category, we moved all the way onto 109 00:06:48.279 --> 00:06:50.959 the new one, which is quite bold. I think that 110 00:06:51.000 --> 00:06:53.160 also as a testament to the work we've been doing. 111 00:06:53.199 --> 00:06:58.160 It together, bold not bald, to go and completely transform 112 00:06:58.240 --> 00:07:01.120 the way we think about our marketing function and how 113 00:07:01.120 --> 00:07:05.319 it collaborates with sales who, in the context of backpase 114 00:07:05.360 --> 00:07:09.360 are of course selling a strategic piece of software that 115 00:07:09.480 --> 00:07:11.240 runs the complete banking operation. 116 00:07:11.879 --> 00:07:13.120 So that is not a point. 117 00:07:12.920 --> 00:07:15.120 Sell it is a platform cell, but it's also a 118 00:07:15.199 --> 00:07:20.360 highly enterprised, high ACV long sales cycle cell which will 119 00:07:20.360 --> 00:07:23.879 take around one to two years on average. So that 120 00:07:24.000 --> 00:07:26.720 is not something that works with the typical high volume 121 00:07:26.800 --> 00:07:30.759 SaaS type of playbooks. If anything, it's relationship building, it's 122 00:07:31.439 --> 00:07:34.959 being very aware and while creating a lot of awareness 123 00:07:35.040 --> 00:07:37.639 all the time, a lot of thought leadership. So in 124 00:07:37.680 --> 00:07:40.519 a way, it lends itself perfectly fine for what these 125 00:07:40.560 --> 00:07:43.160 fine gentlemen wrote down in the book, which is what 126 00:07:43.319 --> 00:07:45.199 I woke up to one and a half years ago 127 00:07:45.199 --> 00:07:47.040 and have been implementing ever since. 128 00:07:48.120 --> 00:07:49.560 That's an awesome introduction. 129 00:07:49.680 --> 00:07:52.720 I think also the way that you are describing your ICP, 130 00:07:53.600 --> 00:07:58.199 we have three thousand banks very precisely the bucket or 131 00:07:58.199 --> 00:08:01.360 the segment that you're targeting. I think this is a 132 00:08:01.600 --> 00:08:05.040 perfect example of somebody of a company that needs to 133 00:08:05.079 --> 00:08:08.399 implement a count based marketing. But I think it would 134 00:08:08.399 --> 00:08:13.120 be interesting for the audience or context to understand the organization, 135 00:08:13.240 --> 00:08:17.720 the marketing team, or the function how it's organized, because 136 00:08:17.959 --> 00:08:22.160 it is not your standard let's say small to medium 137 00:08:22.759 --> 00:08:26.720 SaaS company with one marketing department. You have different regions, 138 00:08:26.759 --> 00:08:31.759 you have different functions within marketing and as you're kind 139 00:08:31.759 --> 00:08:35.000 of like letting us know how that structure, like, what 140 00:08:35.159 --> 00:08:40.080 is the role of ABM. Obviously giving your market, giving 141 00:08:40.120 --> 00:08:43.559 your ICP, given the long sale cycles, complexity and all that, 142 00:08:43.879 --> 00:08:45.240 it's clear that it's a good fit. 143 00:08:45.600 --> 00:08:46.279 But how does it. 144 00:08:46.200 --> 00:08:51.200 Fit within your organization? How would you position it as 145 00:08:51.240 --> 00:08:52.799 the roll of ABM for pipe base. 146 00:08:53.519 --> 00:08:58.720 Yeah, so classically ABM is like a team or a 147 00:08:58.759 --> 00:09:00.960 function that runs a law side all of the other 148 00:09:01.000 --> 00:09:05.679 parts of marketing. And I figured out that that's not 149 00:09:06.039 --> 00:09:08.679 very much what you would like to be doing. Why 150 00:09:09.039 --> 00:09:13.080 in emotion that we are running everything is ABM. Literally 151 00:09:13.120 --> 00:09:14.919 from start to finish, we just do the work for 152 00:09:14.960 --> 00:09:17.399 the accounts that we have in front of us. That's 153 00:09:17.399 --> 00:09:20.399 three thousand that I mentioned. They're not all in market, 154 00:09:20.440 --> 00:09:22.799 they're not all buying, but they better be aware of you. 155 00:09:22.879 --> 00:09:25.840 They need to have a view on your brands, your thought, leadership, 156 00:09:25.879 --> 00:09:29.480 your point of view, what have you. So, very directly, 157 00:09:29.960 --> 00:09:33.000 whatever you organize for is what you show up with, right, 158 00:09:33.320 --> 00:09:37.080 That's one of the typical statements in business. You get 159 00:09:37.080 --> 00:09:39.480 what you organize for. So when I took over one 160 00:09:39.519 --> 00:09:41.679 and a half years ago, we had these little siloed 161 00:09:41.720 --> 00:09:44.320 teams that were each doing their own thing, having their 162 00:09:44.360 --> 00:09:47.120 own KPI and having their own opinion on how marketing 163 00:09:47.240 --> 00:09:51.639 should be run or not. There's also some infighting happening, 164 00:09:51.639 --> 00:09:54.000 of course, because the crafts are not really fully aligned. 165 00:09:54.639 --> 00:09:56.799 Fast forward to today and I'm actually collapsing. 166 00:09:57.080 --> 00:09:59.480 I have already collapsed most of these functions into running 167 00:09:59.480 --> 00:10:03.279 as one like really following the full funnel marketing methodology, 168 00:10:04.200 --> 00:10:07.120 but even more so bringing everyone close to the accounts 169 00:10:08.480 --> 00:10:11.600 like full stop. There's no other entity that matters in 170 00:10:11.639 --> 00:10:14.360 the organization that I'm running, but also the engine that 171 00:10:14.360 --> 00:10:16.840 I'm running, which is literally an engine, It's a system 172 00:10:16.840 --> 00:10:21.159 that runs. The only currency that matters is are you 173 00:10:21.200 --> 00:10:24.240 attacking the right accounts with the right let's say, set 174 00:10:24.240 --> 00:10:28.960 of programs following the philosophy that we believe in to 175 00:10:29.080 --> 00:10:32.200 pull through eventually to get a conversation and once that 176 00:10:32.279 --> 00:10:35.840 conversation happens the highest possible in the organization of the bank, 177 00:10:36.320 --> 00:10:41.080 are we able to capture a potential qualified opportunity as 178 00:10:41.159 --> 00:10:44.320 or no? And everyone has the same KPI in that sense, 179 00:10:44.840 --> 00:10:49.159 so it's not brand versus content versus digital versus the field, 180 00:10:49.200 --> 00:10:51.600 who all have a little piece to play in account 181 00:10:51.600 --> 00:10:52.279 based marketing. 182 00:10:52.919 --> 00:10:54.879 It's all of them working in. 183 00:10:54.799 --> 00:10:58.399 The same engine against the same accounts, having the same 184 00:10:58.440 --> 00:11:01.679 things to celebrate, which also relates to how we organize 185 00:11:01.679 --> 00:11:05.519 ourselves against the sellers. We're organized by regions. We have 186 00:11:05.639 --> 00:11:08.840 six major territories globally. They all have a sales leader, 187 00:11:08.960 --> 00:11:12.279 have multiple aees. For all of those, we have one 188 00:11:12.720 --> 00:11:16.000 and maximum two ABM managers that run the patch and 189 00:11:16.039 --> 00:11:19.000 they're basically the marketing aes and they are as passionate 190 00:11:19.039 --> 00:11:22.879 about the pipeline as the sellers. And that's really nice 191 00:11:22.879 --> 00:11:25.759 to see because the moment that that click happens, I 192 00:11:25.799 --> 00:11:29.279 don't get escalation calls anymore, as in, hey, your marketing 193 00:11:29.320 --> 00:11:31.360 team doesn't understand what they need to be doing, or 194 00:11:31.399 --> 00:11:33.000 miss aligned or what have you. 195 00:11:33.799 --> 00:11:36.639 I get different calls. I get celebrations. 196 00:11:36.759 --> 00:11:39.759 I get hey, you really need to look after the 197 00:11:39.799 --> 00:11:42.320 work that this person did, because it's incredible what they 198 00:11:42.360 --> 00:11:45.399 pulled off. We've seen a lot of these shifts over 199 00:11:45.440 --> 00:11:48.480 the past one and a half years just by organizing 200 00:11:48.480 --> 00:11:51.360 the team towards the currency that matters, which is the accounts, 201 00:11:52.159 --> 00:11:55.759 and to move very far away of global campaigning and 202 00:11:55.919 --> 00:11:58.919 universal campaigning and let's just have an awareness layer on. 203 00:12:00.200 --> 00:12:03.360 That is how we started full transparency, but very soon 204 00:12:03.399 --> 00:12:06.279 after I figured out that that is not how I buy, 205 00:12:06.440 --> 00:12:10.120 That is not how I'm even being influenced, being a 206 00:12:10.159 --> 00:12:13.720 clear target to typical marketing platforms that want to sell 207 00:12:13.799 --> 00:12:14.720 their licenses to me. 208 00:12:14.799 --> 00:12:18.480 Right, So fast forward to today. Because of the. 209 00:12:18.399 --> 00:12:20.960 Advent of AI, and because we were able to build 210 00:12:21.039 --> 00:12:23.879 our internal go to market operating system, which is literally, 211 00:12:24.720 --> 00:12:29.240 you know, a complete AI native operating application, I'm able 212 00:12:29.279 --> 00:12:31.480 to run campaigns at the level of granularity that was 213 00:12:31.519 --> 00:12:35.399 not even possible two years ago. So division, if you 214 00:12:35.440 --> 00:12:37.919 guys have had already for ages with full funnel, I 215 00:12:37.919 --> 00:12:41.960 think it only can now fully get to fruition because. 216 00:12:41.679 --> 00:12:43.200 The tech allows us to do it. 217 00:12:43.919 --> 00:12:47.519 I can run fifty odd ICP cluster campaigns against my 218 00:12:47.639 --> 00:12:51.200 thirty against my three thousand accounts, hitting run thirty thousand 219 00:12:51.240 --> 00:12:53.960 executives exactly in the sport that matters to them, to 220 00:12:54.080 --> 00:12:56.960 warm them up, and yeah, like it or not, I 221 00:12:57.000 --> 00:12:59.919 don't need an army of people to do that every day. 222 00:13:00.200 --> 00:13:04.120 On the contrary, I think that's massive leverage. Of course, 223 00:13:04.159 --> 00:13:06.399 the people I do have, they're allocated to other activities 224 00:13:06.440 --> 00:13:09.080 which are even more strategic and even more human focused. 225 00:13:10.240 --> 00:13:11.519 So I think what I'm trying to say it's a 226 00:13:11.559 --> 00:13:13.120 bit of a long win an answer perhaps, but. 227 00:13:14.759 --> 00:13:19.879 The lines have been blurred consistently this year. I don't 228 00:13:19.879 --> 00:13:21.159 even gar. 229 00:13:21.080 --> 00:13:23.759 As much anymore which actual team or craft you are 230 00:13:23.840 --> 00:13:27.279 part of. You're working in the same engine, and it's 231 00:13:27.279 --> 00:13:29.480 more about how do we then organize against where's the 232 00:13:29.480 --> 00:13:31.720 most traction in the market, and how do we optimize 233 00:13:31.720 --> 00:13:35.600 that allocation so it's not under allocated and hence underperformance. 234 00:13:36.960 --> 00:13:39.799 I think that's the biggest switch that I've seen over 235 00:13:39.840 --> 00:13:44.000 the past few months now that with this methodology, with 236 00:13:44.080 --> 00:13:46.799 the setup, with implementing AI to actually grow, not to 237 00:13:46.840 --> 00:13:51.480 replace and reduce headcounts, you somehow build a sniper shooter. 238 00:13:53.600 --> 00:13:54.399 Yeah at skill. 239 00:13:56.000 --> 00:14:01.679 So basically touch on the last anthems that you mentioned. 240 00:14:01.759 --> 00:14:05.480 You didn't announce how I replaced my sixth regional team, 241 00:14:05.559 --> 00:14:09.720 so as AI department's. 242 00:14:08.159 --> 00:14:09.679 No, I replaced work. 243 00:14:09.960 --> 00:14:14.120 So one of the things that I learned very very 244 00:14:14.120 --> 00:14:16.360 early from my back end CTO is you have to 245 00:14:16.440 --> 00:14:20.600 take the work out, and the work is the silly 246 00:14:20.639 --> 00:14:23.399 work where you're manually going through LinkedIn feeds or doing 247 00:14:23.399 --> 00:14:25.200 your own Google research to get a few all on 248 00:14:25.200 --> 00:14:28.080 account by now we all know that that is not 249 00:14:28.200 --> 00:14:31.200 smart where to spend your time. We also now all 250 00:14:31.240 --> 00:14:33.399 know where to go to actually get a decent piece 251 00:14:33.440 --> 00:14:38.159 of research from your favorite choice of GPT. I think 252 00:14:38.200 --> 00:14:40.639 the next step is to actually have full processes running 253 00:14:40.639 --> 00:14:42.879 that do this all the time, twenty for seven in 254 00:14:42.919 --> 00:14:43.960 an economical way. 255 00:14:44.120 --> 00:14:46.399 You don't want to you know, overspend. 256 00:14:45.919 --> 00:14:48.559 There either, But that's the next step where you see 257 00:14:48.559 --> 00:14:52.879 these full agentic workflows that actually make you as the 258 00:14:52.919 --> 00:14:56.879 market heer, the ABM manager, the content manager, the digital manager. 259 00:14:57.759 --> 00:15:01.200 It will make you supercharged and it forces you to 260 00:15:01.200 --> 00:15:03.799 become even more strategic. So for some of it might 261 00:15:03.799 --> 00:15:05.480 be a little bit daunting or challenging, and all of 262 00:15:05.480 --> 00:15:07.279 a sudden you needything broader in your role and the 263 00:15:07.320 --> 00:15:08.080 remit that you have. 264 00:15:09.600 --> 00:15:11.000 I think it's the best thing that can happen to 265 00:15:11.039 --> 00:15:14.200 marketers to be honest strategic. 266 00:15:15.240 --> 00:15:22.200 Obviously, abastrall and some of the kind of overhyped let's 267 00:15:22.200 --> 00:15:26.600 say concepts that were promoted on LinkedIn. 268 00:15:26.799 --> 00:15:29.559 As all know, right, yeah, but if we if we 269 00:15:29.559 --> 00:15:31.960 would believe LinkedIn on the day, we would all not 270 00:15:32.039 --> 00:15:36.080 have a job anymore, which fortunately is not not the case. 271 00:15:36.679 --> 00:15:43.159 Yes, of course you mentioned you. In every region you 272 00:15:43.279 --> 00:15:50.240 have regional VP of sales and we've we've been chatting 273 00:15:50.320 --> 00:15:53.919 with dozens of B two b cmos who wanted to 274 00:15:54.320 --> 00:15:58.879 implement account based marketing in any format right, but quite 275 00:15:58.919 --> 00:16:03.080 often then the desire of the main goal is to 276 00:16:03.159 --> 00:16:09.000 set up the cross functional collaboration with sales, right, and 277 00:16:09.080 --> 00:16:13.559 what we have heard that they always faced problems was 278 00:16:13.600 --> 00:16:17.600 getting internal buy in and problems were setting up this 279 00:16:17.840 --> 00:16:22.519 necessary cross functional collaboration. So what I would love to 280 00:16:22.600 --> 00:16:26.600 ask you how did you handle it? And have you 281 00:16:26.720 --> 00:16:33.399 faced any resistance from the regional sales leader center fis again, 282 00:16:33.480 --> 00:16:34.639 how did you tackle it? 283 00:16:35.360 --> 00:16:35.600 Yeah? 284 00:16:36.639 --> 00:16:38.759 Yeah, Look, it is not easy, and it's also not 285 00:16:38.759 --> 00:16:41.399 that weird like finished, and we have the perfect you know, 286 00:16:41.480 --> 00:16:45.279 complete setup running where I do see the success already 287 00:16:45.360 --> 00:16:47.759 or we're getting very close to a tipping points where 288 00:16:47.799 --> 00:16:49.320 more than half is running in that. 289 00:16:49.360 --> 00:16:50.919 New complete philosophy. 290 00:16:52.480 --> 00:16:53.559 I think at the end of the day, you need 291 00:16:53.600 --> 00:16:56.720 to show results and you cannot be the marketing leader 292 00:16:56.799 --> 00:16:58.480 or the market here for that matter, in a region 293 00:16:58.519 --> 00:17:01.360 that just again ponies up a new framework and a 294 00:17:01.399 --> 00:17:04.440 new slide deck with a new inspiring talk on how 295 00:17:04.480 --> 00:17:06.880 we're not going to work and change, you know, the 296 00:17:06.920 --> 00:17:10.920 pipeline impact one. It has to start top down, so 297 00:17:10.960 --> 00:17:14.720 it's literally CMO and CRO day together conclude we are 298 00:17:14.799 --> 00:17:17.240 together collectively going to change the way we go to market. 299 00:17:18.480 --> 00:17:20.000 That is not enough with step two. 300 00:17:20.240 --> 00:17:24.799 You need an operational layer that drives discipline, cadence, clarity 301 00:17:25.759 --> 00:17:26.720 and accountability. 302 00:17:27.400 --> 00:17:30.440 Because even with the CMO and RO concluding yes. 303 00:17:30.319 --> 00:17:32.000 We're going to do this, or in a smaller firm 304 00:17:32.000 --> 00:17:34.079 maybe it's the founder or the market leader on their 305 00:17:34.079 --> 00:17:36.559 own and they run the full patch, you still need 306 00:17:36.599 --> 00:17:40.640 to day to day drive it home. And that literally 307 00:17:40.680 --> 00:17:44.559 goes to tracking level, like every week, have you put 308 00:17:44.599 --> 00:17:46.359 in the work to go through all of these different 309 00:17:46.400 --> 00:17:49.759 steps to do the depth, to follow the flow to 310 00:17:49.839 --> 00:17:53.559 eventually get high quality outputs and just make impact. And thirdly, 311 00:17:53.720 --> 00:17:57.799 are you measuring it appropriately? Which clearly full Funnel has 312 00:17:57.799 --> 00:18:01.559 a very nice view on how to measure it practically, 313 00:18:01.599 --> 00:18:04.279 very down to earth. Did we raise awareness yes, no, 314 00:18:04.559 --> 00:18:07.319 very simple KPIs. Did we get into dialogue with them 315 00:18:07.319 --> 00:18:10.200 and did we expect insights that whether we could. 316 00:18:10.000 --> 00:18:12.839 Pursue an opportunity there? Yes? Now, Thirdly, did we get 317 00:18:12.880 --> 00:18:14.200 a sales conversation eventually? 318 00:18:14.240 --> 00:18:17.319 Did it materialize into pipeline, did a pipeline qualify get 319 00:18:17.359 --> 00:18:22.039 into revenue and so forth. There's not rocket science, and 320 00:18:22.079 --> 00:18:23.799 that's the beauty of the work we've been doing together. 321 00:18:23.839 --> 00:18:26.160 And also I really like the latest book that you released. 322 00:18:26.720 --> 00:18:29.799 It's just putting to life the simplicity of the work 323 00:18:29.799 --> 00:18:30.680 that needs to happen. 324 00:18:31.599 --> 00:18:33.039 But that's not the real challenge. 325 00:18:33.079 --> 00:18:37.799 The real challenge is change management, removing old habits, finding 326 00:18:37.839 --> 00:18:40.400 sales leaders that are equally bought in to change the game, 327 00:18:40.440 --> 00:18:42.839 to change the way they work and their ease, which 328 00:18:42.880 --> 00:18:45.680 is not a given because they have their wat they've 329 00:18:45.680 --> 00:18:48.200 been successful in working you know, the other way, or 330 00:18:48.200 --> 00:18:51.359 to work the classic way, very heavy ADM or no, 331 00:18:51.440 --> 00:18:53.279 I don't need ABM. I know all of the people 332 00:18:53.279 --> 00:18:54.079 in my accounts. 333 00:18:54.680 --> 00:18:56.640 You know. It's not multy for that. 334 00:18:56.680 --> 00:18:58.839 Ain't not raising the wardeness in the accounts that you 335 00:18:58.880 --> 00:19:00.960 don't know. And if you may started all of a sudden, 336 00:19:01.000 --> 00:19:04.519 it's marketing. So I think there's a lot of credibility 337 00:19:04.559 --> 00:19:07.079 to be gained by just doing the hard work, like 338 00:19:07.240 --> 00:19:11.359 literally getting in there. And yeah, I'm not sure if 339 00:19:11.400 --> 00:19:13.519 it's helpful for this conversation, but I think it was 340 00:19:13.599 --> 00:19:15.680 you Andrew writing here in the book as a note 341 00:19:15.680 --> 00:19:18.480 to me, that is quite unique that you have an 342 00:19:18.559 --> 00:19:21.880 operator that can get into the detail. I think that's 343 00:19:21.920 --> 00:19:24.240 the main thing as a CEMO to walk away with. 344 00:19:24.920 --> 00:19:27.160 If you are not in the detail and you don't 345 00:19:27.240 --> 00:19:31.240 understand how the operation really really works, you're not going 346 00:19:31.319 --> 00:19:33.119 to get there. You're also not going to be able 347 00:19:33.119 --> 00:19:36.880 to eventually really move the needle and get to that 348 00:19:36.920 --> 00:19:39.920 tipping point where they're actually knocking on your door. 349 00:19:41.000 --> 00:19:42.960 My team also wants to work in a new way. 350 00:19:43.039 --> 00:19:46.799 Can we please be part of the pilot. The moment 351 00:19:46.839 --> 00:19:49.119 you get those phone calls, you can start, you know, 352 00:19:49.319 --> 00:19:50.599 doing an early celebration. 353 00:19:51.160 --> 00:19:54.000 You're still not there, but it's a good signal. 354 00:19:55.519 --> 00:19:58.400 We got a question from an audience, which is better relevant. 355 00:19:58.440 --> 00:20:02.039 I think how were we able to bring the teams together? 356 00:20:03.640 --> 00:20:06.799 Yeah, to that point, my say, it's myself and the 357 00:20:06.880 --> 00:20:09.680 CRO being fully on the same page. Then bringing it 358 00:20:09.720 --> 00:20:13.240 to the operational leader, which is our VP Customer Operations 359 00:20:13.640 --> 00:20:16.359 called revops. It's the same function here in back base, 360 00:20:17.480 --> 00:20:22.240 and that lady Joanna is her name. She completely internalized 361 00:20:22.279 --> 00:20:25.079 how we would like to work. Also added a field 362 00:20:25.079 --> 00:20:27.519 of the flavors that are specific to back base, and 363 00:20:27.559 --> 00:20:31.480 then drove the roll out in very high granular detail 364 00:20:31.880 --> 00:20:35.599 towards all the different regions, all the different territories, and 365 00:20:35.640 --> 00:20:39.599 all the different accounts with the aes. That translates them 366 00:20:39.759 --> 00:20:43.480 into reports which have a cadence which are all looking 367 00:20:43.519 --> 00:20:46.960 the same, which then results into meetings which are happening 368 00:20:47.000 --> 00:20:49.559 on the cadence they are ran all the same. So 369 00:20:49.680 --> 00:20:53.559 eventually you get a homogeneous picture where we can literally 370 00:20:53.599 --> 00:20:56.799 compare notes of the forty aes that we have, of 371 00:20:56.880 --> 00:20:59.480 the one hundred ABM campaigns that we are running. If 372 00:20:59.480 --> 00:21:01.240 you score all all of them, where do we see 373 00:21:01.279 --> 00:21:04.359 the gaps? And is that either a team setup, is 374 00:21:04.400 --> 00:21:07.400 it maybe a cultural challenge? Is it because we didn't 375 00:21:07.440 --> 00:21:11.200 properly enable them? We can literally diagnose across all these 376 00:21:11.240 --> 00:21:13.599 little swim lanes for me in AE is a swim 377 00:21:13.680 --> 00:21:17.720 lane of pipeline. 378 00:21:15.960 --> 00:21:16.680 Where is the gap? 379 00:21:18.079 --> 00:21:20.079 And right now, because we were able to actually build 380 00:21:20.079 --> 00:21:22.839 that systemically into our own go to market OS, which 381 00:21:22.880 --> 00:21:25.359 is between app you can go to, we could just 382 00:21:25.359 --> 00:21:29.079 analyze completely how the market is opening up to us, 383 00:21:29.200 --> 00:21:31.559 is getting into dialogue and is or is it not? 384 00:21:32.200 --> 00:21:38.079 Let's also be honest, materializing into pipeline. So getting together 385 00:21:38.119 --> 00:21:40.319 with the one that runs or the individual that runs 386 00:21:40.359 --> 00:21:43.079 the actual operation day to day and needs to deliver 387 00:21:43.200 --> 00:21:47.759 pipeline insight to me with key, so basically convincing her 388 00:21:47.839 --> 00:21:50.799 and bringing her into the fold. And also, you know 389 00:21:51.559 --> 00:21:54.720 there are some compromises how your operations team wants to 390 00:21:54.720 --> 00:21:57.400 look at the business, get as close to the view 391 00:21:57.400 --> 00:22:00.160 as possible. And when you look at the same picture 392 00:22:00.039 --> 00:22:03.799 all day long, both both ends of the spectrum, sales 393 00:22:03.799 --> 00:22:07.359 and marketing and partners, Yeah, you start delivering results together. 394 00:22:09.160 --> 00:22:11.680 And then lastly, I think the celebration part is not 395 00:22:11.720 --> 00:22:15.400 to be underestimated. I think the moment you start doing ABM, well, 396 00:22:15.440 --> 00:22:19.480 you get these surprises in your inbox, like we're doing 397 00:22:19.559 --> 00:22:22.079 love letters at a pretty decent skill, like ten to 398 00:22:22.119 --> 00:22:26.160 twenty per week, but they're well prepared, well research, really 399 00:22:26.160 --> 00:22:28.680 targeted the right icps, and you know, they go out 400 00:22:28.680 --> 00:22:32.680 there with the center profiles. I think around thirty to 401 00:22:32.680 --> 00:22:37.880