B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 4 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's still comes down to people by people. First, someone needs to be able to build a repport and open a relationship. You're listening to BB revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a rivn acceleration. My name is onion with you and I'm here today with Rub Billington from macmhon, how are you roup today? Yeah, very well, thanks, right. Perfect. So, ROB, today we wanted to take some time with you to talk about the human touch in a in a digital sellers world. But before we go into the details of and get into the question, can you please give us a bit of background for yourself as well as mcmun and what the company does? Yeah, sure, thanks. That right. So, my name is Rob Billington and the UK country manager for macmon. I joined the company last year really to take on the platform that we'd already built in the UK and to accelerate the growth for that where European company headquartered out of Berlin. We've been going for fifteen years. Have a very strong footprint in mainland Europe with over nine hundred clients and the idea now is to emulate some of that in the UK as a company where in the knack space, which is network access control, and we're helping companies to get full visibility of every thing on their network, which is becoming more and more critical with the rise of Iot, bring your own device and a whole load of things that are just coming on to networks. It's give people visibility from the perspective of security network infrastructure and compliance is obviously a key thing for them. So that's what we're all about. Okay, very, very interesting and thanks for that. So let's dive into the conversations. We had the opportunity to discuss this offline, but we all know that over the last few years the technology landscape to help cells and marketing professionals as...

...incredibly evolved. We know that there is many amazing tools that are supposed to support business acceleration, marketing acceleration, replace the human touch and in a way accelerate pipeline generation or reduce the administration time from a marketing ourselves individual to increase their productivity in speaking with prospect and I guess you know what I'd like to start with to us. You a wide open question, but based on your your experience, and I know that Mac money is not your first GIG and you you've been in the cells industry for for a little while yourself. What are your sorts on all these technology and the way the market is going? That's a great question and I think the first thing I'd say is that when I started in it sales and sales before that, marketing technology when I started was a fresh yellow pages. who were so it certainly come on a long way since then and you're absolutely right. There are some fantastic tools out there. When we look at how crm has developed, the amazing range of plugins for Crm, whether that be tools that crawl around for new stories, that come up with new contact names for us, that 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, like any tool, that needs a skilled, trained, motivated operator to use it effectively. Again, going back to it, when I started telesales and telemarketers, we're very much seen as an entry level. In twy t sales, it was the bottom run of the sales ladder and they were given the yellow pages and given the task of generating leads. I think now they've become a much more important business critical function. So actually to not just have the tools but to have the people around those tools and implementing them properly. We all know it's a lot more difficult to get hold of key contacts within 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 and find out when a boss is going to be available. That gatekeepers an electronic voice smile. It's people continually not being in the office. Even if you've got their mobile number. It can be a real struggle to get hold of people. So it needs a very diligent, persevering approach to how we communicate with our prospects. So, yes, whilst the tools are good, all the technology in the world won't be able to qualify an opportunity that you know, something like Marquetta or ranking won't be able to test understanding and to build rapport with a customer and to get that level of understanding commitment needed to build a long term relationship with a client. And the other thing on it is that, as the whilst these tools are useful, they're expensive and for a single organization to buy an array of tools and make that sort of investment is a very difficult call to to take. So I'm all for the development of them and see them as really useful, but unless those key personnel or there to understand what they're seeing in terms of the information that's being provided and utilize that, they sit there as tools that need to be utilized. Absolutely I think that makes a lot of sense. Is it almost sounds like it's. There is a big arsenal of tools that are available to use, but like any tool, you need to put them in the right ends. And that kind of fleed me to some of the conversation that's Una and adding the past and obviously for some of our listener we rub an I at your bottom. Need to walk together in the person to support each other, and I remember you always speaking about intelligent led lead generation process and the influence of the individual in that marketing process as well as in that cells process. From your perspective, and again, from while you're sitting right now, where do you see the humantage being the most critical or the most important as...

...part of the process, because I completely agree with you. amachined ultimately cannot qualify your Manchine or not yet. Cannot close a dealer machine, cannot get into a complex cell cycles. But what would you say? The humantage is the most important from your perspective? Brought on the marketing and the cells aspect. Now that's right, and it's still comes down to people by people. First, someone needs to be able to build a repport and open a relationship. When we're talking about getting through to decision makers, it's still needs someone to be able to broach that first conversation and start moving things forward. And if you look at this particular industry that we're in in the text base, I read a report the other day that there are over five hundred new tech vendors that will be trying to get into the UK market 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 of electronic marketing and unless there is someone that can pick up a phone and strike up a conversation to cut through the rest of the volume, the message that Mac mom wants to put across to customers about our fantastic services really becomes very diluted and amongst the noise of everything else that's going on. And of course those five hundred are going to be competing with the companies that are already here, and some of those are big players that are very established. I think from a personal point of view, with Mac one we've then got the the added challenge we've got one thing to talk about, which is network access control. So when we start a conversation with someone when we're obviously going to talk about network access control, it's what we do and we don't discover necessarily all the other things that are going on in that organization. We don't perhaps find out about the the big network refresh they're going to do, about the anti virus work, about upgrading their...

...fire walls, and that's the same for all of these other companies that are talking about single things. A lot of the information they hear they can't utilize because it doesn't apply to them. So so much of the conversation is almost an irrelevance to what it is you're trying to get out. But that first initial conversation with a client. So for me, intelligence led is all about an organization like operatics having multiple conversations around multiple topics with multiple end users, and what that means is that actually you end up with this huge pool of knowledge and it might well be that one of your staff is talking to a potential customer about anti virus and that guy goes you know what, I'm not spending any money on anti virus for the next twelve months because everything I'm doing is is a big network refresh and for the Anti Virus Guy that's not great news, but you've got other clients that suddenly that becomes really useful information for. So it's that intelligence led marketing is is to have really that sort of three hundred and sixty view of the market and be able to put all of those loose ends together and be able to build pictures that make sense to somebody cap's. That's really where I come in it from and where I see the value of an organization like operatics to us, and thanks for I think it's we always the other concept and I actually agree with it. I think the traditional way of doing daily marketing. For me, day marketing means called calling in a very intelligent ways. I you are contacting someone and you are repeating the same thing other another gain with dear friend people, and so we are offender to the marketing is dead and I agree with it. We often that it's a number game and I don't agree with is that. I think it's actually a quality game. It's about the quality of the engagement rather than number of engagement, because you could, you could engage with hundred people a day if they're at the right individual. Ultimately they won't give you anything, and...

...it's often what we see from the technology led the technology like like actually the human touch. It's all about finding the right people and having an intelligent conversation with that individual and being able to interact with that individual, ie, if they say yes or no, what you go next? That's the concept of telemarketing, the concept of a to jump on the back of what you said, of that intelligence led Lee Generation, is really about giving the power to people. Are Giving the tools to people to have that business conversation, leading the conversation, potentially challenging the preconcert ideas of the prospect and to see what we can get out of it, but also build up a relationship with this individual because, as you rightly said, and probably is the case for you, you receive thousands of emails every day. As those five hundred companies that you're mentioning, I mean it's going to be thousands of marketing COMPAIS and the same people fighting after the same message, that same regulation, that's attack, that happen in the market or that same this is what we do in terms of making you more efficient, excter, etc. So basically everybody is fighting the same corner and and that wantage, that relationship, that engagement, that attention to the prospect by doing your research before you engage Rehi them, is is, from our perspective as a business, becoming mine more important. One of the things that obviously we praised you over the years for doing with our team. I mean you are one of the clients that I said would probably work the best with the people we've got, and I think it's often because you worked with very good individuals, but you also have that way of motivating on gaging that team. I personally think that it probably comes from the fact that you've done the job yourself and you know what it is you you've been strung formember. I'd like to get your views because again, you've been very good at it. So, for Li'Sten I could you share the tips of, I guess, how to engage best with the resources. Is a resources...

...of a company like operatics are your own resources, because at the end of the day, you know, these are comes for us. Are they could be on resources. But what's the best way to engage with this individual as well as keep them motivated? Yeah, I think a lot of it just comes down to a management style. I think if you if you ask someone to do a job and leave them to get along to do it by themselves without any input, the reality is that probably not going to do the job that you want. So it's about working with individuals and in a lot of ways, the sort of things that we do salesman. It's about testing understanding as you go. It's about qualifying that they've got the message and that they're comfortable with it and helping them to find their own message. So, you know, the start of a campaign with operatics, the way that otherwise worked is to get together with the the operatics team make sure that they really understand what it is that I would like them to be able to do for us. You know, at the end of the day. We can't make any bones about it. It's a service that we pay for and I'm equally sort of cognizant to the fact that I've got to report to someone if the results are bad. So so I've got a vested interest in making sure it works. So daily communication then with a team of operatics is important to really make sure you're praising when they get it right, to look at how we can we can change things around if things aren't working, and through that daily communication it means that you're always testing and keeping a finger on the pulse of what's happening and how those conversations are going. So the thing I would say to anyone looking to engage with operatics is to bring the team of people into in operatics into your own business. Make them part of that sales process. If you're doing a team events, invite the operatics guy along. If you're doing a show, have the operatics guy on the stand so he really feels part of the team and he's immersing himself not just in knowledge but also culture, because a lot of what we talked about as companies when we're selling is is selling our culture. So if the person making the first initial contact doesn't understand,...

...doesn't get that culture. We're missing an opportunity there and that prospect is missing out on an opportunity to buy into something that we team is really important. So I think the short answer is just daily involvement and really bringing people into into a framework of a team. Yeah, well, and it's something that, as we say, we drink on Champagne or wet on doc foot. But basically I also have a team with no operatics that do what they do to you to me. So you know, for me, is which is helping me to engage with prospect and the way described it the best these guys that they are an extension of me. I need to keep my finger on the pulse with them. I need to make sure that turn the stand when things are going right things are not going right. If celebrating success absolutely critical, discussing issues, calibration also critical, but having that's ongoing relationship, giving them a call when you come out of a meeting or you come out of a call, to give them a feedback, for it's about empowering these people and it's also showing them what's happening, what is the results of that walk? So I do completely agree with you and I think I mean again, you've done a fantastic job with our guys. We was very, very interesting for me to listen to your insight and I'm sure that the audience as well probably picked up quite a few interesting takeaway from what we discussed today. Rob Just so if if some of our listen, I want to get in touch with you, what's is the best way to get old of Rub Billington? Yeah, so the best way to get hold of me generally is email. So that's Roberts top Billington at MAC MON DOT EU. Okay, and that'll get there. If you want to have a look at our offering that it's WWWMAC MON DOT EU and I'll take you to our website. There you go. Well, that was wonderful, rob so thank you very much for your time today. You know inside it from my best but you was in very able I find and I hope all this I will find this time way.

But thank you very much again for your time today. Right. Thank you very much being pleasure talking with it. Thank you. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years. Companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time,.

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