B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

3: Adding a Human Touch in a Digital Sales World w/ Rob Billington

ABOUT THIS EPISODE

Getting the most out of your sales technology tools and your lead generation partner relationship takes planning and communication.  To execute on your prospecting efforts, you have to put the tools in the hands of the right people and then provide consistent feedback to tweak the process.

Rob Billington shares how to effectively build this process and help your salesforce communicate your value and your company culture in a crowded marketplace.

It still comes down to people by people.First, someone needs to be able to build a report and open a relationship. You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sails and marketing in their industry. Let's get into the show hi welcome to be to be a revenieacceleration. My name is Onian with he and I'm here today with Rob Biddingtonfrom macman. How are you ruck today yeah very well thanks right, affact, sorob today we wanted o to take some time with you to talk about the human touchin a digital sales world, but before we go into the details and get into thequestion, can you please give us a bit of background for yourself as well asmacmon, and what the company does yeah sure tank Tansar right? So My name isRob Billington on the UK country manager for macmon. I joined thecompany last year really to take on the platform that WED already built in theUK and to accelerate the growth for that where European companyheadquartered out of Berlin, we've been going for. Fifteen years have a verystrong footprint in mainland ourope with over nine hundred plients, and theidea now is to emulate some of that in the UK, as a company wereing than NaxSBACE, which is network access control and we're helping companies to get fullvisibility of everything on their network, which is becoming more andmore critical, with the rise of Iot, bring your own device and a whole loadof things that are just coming on to he network. So to give people visibilityfrom the perspective of of security, Network Infrastructure and complianceis obviously a key thing for them. So that's what we're all about? Okay, ve,very interesting, and thanks for that. So let's dive into the conversation WerD, your Portunity, to discuss this of line. But we all know that over thelast few years the technogy Lendcape to ELP sells and marketing professionalsas incredibly evolved. We know that...

...there is many amazing tools that aresupposed to support business acceleration, marketing acceleration,replace the Umantoch and in a way accelerate paplan generation or reducethe administration time from a marketing alsos individual to increasethe productivity in speaking misprospect, and I guess you know whatI'd like to start with to ask you wide open question but base on your yourexperience and a know that macmone is not your felst Gigan you've been in thesearge industry for for a little while yourself. What are your thoughts on Althose technology? An and the way the market is going? That's a greatquestion, and I think that the first thing iould say is that that when Istarted in it sales and sales before that marketing technology, when I started,was a fresh, yellow ages. who were so? It's certainly come on a long way sincethen, and you absolutely right, there are some fantastic tools out there.When we look at House, crm has developed the amazing range of Plug Insfor Crm, whether that be tools that troll around for new stories that comeup with new contact names for us tat. Put all of that sort of thing together.It's great and those tools are really important and do have a place. Yet,however, where I think it comes back to is that they are just tools and likeany tool that needs a skill trained motivated operator to use iteffectively again going back to it. When I started telly sales and tellymarketers were very much seen as an entry level in twit sales. It was thebottom rung of the sales ladder and they were given the yellow pages andgiven the task of generating leads, I think now thvethey've become a muchmore important business. Critical function so actually to not just havethe tools but to have the people around those tools and implementing themproperly. We all know it's a lot more difficult to get hold of key contaxtwithin an organization it used to be.

They could hide behind a gatekeeper.Now that gatekeeper, isn't someone that you can be nice to, and butter up andfind out when o boss is going to be available, that gatekeeper is anelectronic voice, mail, its people continually not being in the office.Even if you've got their mobile number, it can be a real struggle to get holdof people, so it needs a very diligent persevering approach to how wecommunicate with our prospects. So, yes, whilst the tools are good, all thetechnology in the world won't be able to qualify an opportunity. The you know,something like Marquetto or rainking, won't be able to test understanding andto build rapport with a customer and to get that level of understandingcommitment needed to build a longterm relationship with a client and theother thing on it. I is that is the wistlese tools are useful, they're,expensive and for a single organization to buy an array of tools and made thatsort of investment is a very difficult caltor to take. So I'm all for thedevelopment of them and see them as really useful, but unless those keypersonnella there to to understand what they're, seeing in terms of theinformation that's being provided and utilize that they sit there as as poolsthat need to be utilized. Absolutely, I think that makes a lot of senseis. Italmost sounds like it's. There is a big aff nor of tools that are available touse, but like any tool, you need to put them in the right ends and that kind ofFred me to some of the conversation that you and I end add in the past andobviously osome of our listener. We Rob and I adYobot- you need to walk together in the person to support each other, and Iremember you always speaking about intelligent bled, legeneration processand the influence of the individual in that marketing process, as well as inthat sellos process. From your perspective, n again from whate you'resitting right now. Well, do you see the...

...umentage being the most critical or themost important as part of the process, because I completely agree with you:Masine bultimately cannot qualify your mession not yet cannot close a deal ormachine cannot get into a complex elcycles but whet. Would you say theyumantage is the most important from your pespective brought on themarketing in a certispect, no think an that's right and it still comes down topeople by people. First, someone needs to be able to build a raport and open arelationship when we're talking about getting through to decision makers. Itstill needs someone to be able to broach that first conversation andstart moving things forward and if you look at this particular industry thatwe're in I in the text sbace, I read a report the other day that there areover five hundred new tech vendors that will be trying to get into the UKmarket in the next twelve months. So that's a huge volume of new vendors,creating phone calls putting out messages, there'll, be lots and lots ofelectronic marketing, and unless there is someone that can pick up a phone andsprike up a conversation to cut through the rest of the volume, the messagethat macmon wants to put across to customers about our fantastic servicesreally becomes very diluted and amongst the noise of everything else, that'sgoing on and, of course those five hundred are going to be competing withcompanies thetre already here, and some of those are big players that are veryestablished. I think a personal point of view with Matmon we've then got thethe added challenge. We've got one thing to talk about, which is networkaccess control. So when we start a conversation with someone, wwe're,obviously going to talk about network access control, it's what we do and wedon't discover necessarily all the other things that are going on in thatorganization. We don't perhaps find out about the big network refresh they're,going to do about the antivirus work about upgrading their firealls andthat's the same fall of these other...

...companies that are talking about singlethings, a lot of the information they hear. They can't utilize because itdoesn't apply to them. So so much of the conversation is almost inirrelevance to what it is you're trying to get out, but that first initialconversation with a client. So for me, intelligence, lead, is all about anorganization likeoperatics having multiple conversations around multipletopics with multiple and uses, and what that means is that? Actually, you endup with this huge pull of knowledge and it might wellbe that one of your staffis talking to a potential customer about antivirus and that guy does youknow what I'm not spending any money on antivirus for the next twelve months,because everything I'm doing is: is a big network refresh and the antivirusguide? That's not great news, but you've got other clients that suddenlythat becomes really useful information. For so it's that intelligence, ledmarketing is to have really that sort of three sixty vew of the market and beable to put all of those loose ends together and be able to build picturesthat make sense to somebody. Okay, hat, that's really where I come o from andwhere I see the value of an organization like operatics to us, andthanks for that, I think it's. We always othe concert and actually agreewith it. I think the traditional way of doing telemarketing for mitarymarketing means Col Colligu in a very and intelligent way. You are contactingsomeone and you are repeating the same thing over and over again withdifferent people, and so we offened remarketing is dead and I agree with it.We often that it's Phe nomnal game, and I don't agree with that. I think it'sactually a quality game. It's about the quality of the engagement rather thannumber of engagement, because you could, you could engage with hundred people aday if they're, not the right...

...individual Imakelly. They won't giveyou anything, and it's often what we see from the the technogy lay thetechnoogy like like actualthe human touch, it's all about finding the rightpeople and Ading Tat, intiligien conversation W th with that individualand being able to interact with that individual. I if they say yes or no,what you go next, that's the concert of tedemarketing the concept of and tojump on, the back of which you said of that indilligence, led regeneration isreally about giving the power to people or giving the tools to people to havethat business. Conversation leading the conversation potentially challengingthe preconsivators of the prospect and to see what we can get out of it, butalso buildup a relationship with this individual because, as you rightly saidand properly is the case for you, you receive thousands of humans every day Itheres Tus five hundred companies that you are mentioning. I mean it's goingto be thousands of marketing compans and the same people fighting after thesame missage that same regulation that same attack that happen in the market.Ol that same this is what we do in term of making you mor efficient, etct, etc.Basically, everybodyis fighting the same Corner D and that wantage thatrelationship that engagement, that attention to the prospect by doing yourresearch before you engage rith them is, from our perspective, as a businessbecoming more and more important. One othe thing that, obviously we praisedyou over the years forfor doing his with our team. I mean you are one ofthe clients that I say would probably walk the best with the people. We'vegot and I think it's often because you worked with wis very good individuals,but you also have that way of motivating engaging that team. Ipersonally think that it probably comes from the fact that you've done the jobyourself and you know what it is. You've been sor of Emember I'd like toget your views because, again, you've been very good at it. So for hisn acould you share. The tips of I guess out to engage best with the resourcesis a resources of a company like...

...oparatic for your own resources,because at the end of the day you know these are comes through us or theycould be on resources, but whats the best way to engage with this individualas well as keep them motivated yeah. I think a lot of it just comes down to toa management style. I think, if you, if you ask someone to do a job and leavethem to get along to do it by themselves without any imput, thereality is they're, probably not going to do the job that you want. So it'sabout working with individuals and in a lot of ways the sort of things that wedo as salesman. It's about testing understanding as you go, it's aboutqualifying that they've got the message and that they're comfortable with itand helping them to find their own message. So you know the start of acampaign with operatics. The way that that I've always worked is to gettogether with the the operatics team make sure that they really understandwhat it is hat that I would like M to be able to do for us. You know at theend of the day, we can't make any bones baut it its a service that we pay forand I'mequally sort of cobnicent to the fact that I've got to report to someoneif the results are bad. So so I've got invested interest in making short itwork. So daily communication, then, with a team ifh operatics is importantto really make sure you're praising when they get it right to look at howwe can. We can change things around if things aren't working and through thatdaily communication, it means that You'e always testing and keeping afinger on the pulse of o what's happening and how those conversationsare going. So the thing I would say to anyone looking to engage with operaticsis to bring the team of people into in operatics into your own business. Makethem part of that sales process. If you're doing the team event invite theoperatics Gy along, if you're doing a show, have the operatic gy on the stand,so he really feels part of the team and he's immersing himself, not just inknowledge, but also culture, because a lot of what we talk about as companieswhen we're selling is selling our...

...culture. So if the person making thefirst initial contact doesn't understand, it doesn't get that culture,we're missing an opportunity there and that prospect is missing out or on anopportuniity to buy into something that we deem is really important. So I thinkthe short answer is just daily involvement and really bringing peopleinto into a framework of a team yeah, and it's something that, as we say, wedrink ouron champagne or we eat on Dack fouit. But basically I also have a teamwith noparatics that do what they do to you to me. So you know for MES, whichis helping me to engage with prospect and the word describe it: the best jusegays. At de on extension of me, I need to keep my finger on the purse withthem. I need to make sure at on the stone when things are going right.Things are not going right if celebrating success, absolutelycritical, discussing issues calibration, also critical, but adding that'songoing relationship, giving them a cool when you come out of a meeting oryou come out of, he cool to give them a fit back. For me, it's about empoweringthis people and I's also showing them what's happening. What is the resultsof the Wark, so I do completely agree with you and I think I mean againyou've done a fontestic job with our gas. We was very, very interesting forme to listen to your insight and, and I'm sure, at e audience as well.proerly picked up quite a few interesting takeaway from what wediscuss today, rob just so if some of our listener want to get in touch withyou, what is the best way to get old of rob? Billington? Yes, the best way toget hold of me generally is email, so that's Robert Top Billington at macmon,dot, Eo, okay and that I'll get there. If you want to have a look at ouroffering, then it's WWMACMON, Doteou and that'll. Take you to co our website.There you go well! That was wonderful rub. So thank you very much for yourtime today, you're insided from my Basbiti was in very able o think and Ihope Oiser well thin, the same way, but...

...thank you for a much again for yourtimetoday. Thank you very much being pleasure. tolking with it and cueupperadics has redefined the meaning of revenue generation for technologycompanies worldwide, while the traditional concepts of building andmanaging insize sales teams in house has existed for many years, companiesare struggling with the lack of focus, agility and scale required in today'sfast and complex world of enterprise technology sales. Seeow operatics canhelp your company accelerate pipeline at operatics. Dot Net you've beenlistening to be to be revenue acceleration to ensure that you nevermiss an episode subscribe to the show in your favorite podcast player. Thankyou so much for listening until next time.

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