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's still comes down to people bypeople. First, someone needs to be able to build a repport and opena relationship. You're listening to BB revenue acceleration, a podcast dedicated helping softwareexecutive stay on the cutting edge of sales and marketing in their industry. Let'sget 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 frommacmhon, how are you roup today? Yeah, very well, thanks,right. Perfect. So, ROB, today we wanted to take some timewith 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 mcmunand 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 alreadybuilt in the UK and to accelerate the growth for that where European company headquarteredout of Berlin. We've been going for fifteen years. Have a very strongfootprint in mainland Europe with over nine hundred clients and the idea now is toemulate 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 visibilityof every thing on their network, which is becoming more and more critical withthe rise of Iot, bring your own device and a whole load of thingsthat are just coming on to networks. It's give people visibility from the perspectiveof security network infrastructure and compliance is obviously a key thing for them. Sothat's what we're all about. Okay, very, very interesting and thanks forthat. So let's dive into the conversations. We had the opportunity to discuss thisoffline, but we all know that over the last few years the technologylandscape to help cells and marketing professionals as...

...incredibly evolved. We know that thereis 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 administrationtime from a marketing ourselves individual to increase their productivity in speaking with prospect andI guess you know what I'd like to start with to us. You awide open question, but based on your your experience, and I know thatMac money is not your first GIG and you you've been in the cells industryfor for a little while yourself. What are your sorts on all these technologyand the way the market is going? That's a great question and I thinkthe first thing I'd say is that when I started in it sales and salesbefore that, marketing technology when I started was a fresh yellow pages. whowere 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 hasdeveloped, the amazing range of plugins for Crm, whether that be toolsthat crawl around for new stories, that come up with new contact names forus, that put all of that sort of thing together, it's great andthose tools are really important and do have a place yet. However, whereI think it comes back to is that they are just tools and, likeany tool, that needs a skilled, trained, motivated operator to use iteffectively. 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 yellowpages and given the task of generating leads. I think now they've become a muchmore important business critical function. So actually to not just have the toolsbut to have the people around those tools and implementing them properly. We allknow 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 gatekeeperisn't someone that you can be nice to and butter up and find out whena 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. Soit needs a very diligent, persevering approach to how we communicate with our prospects. So, yes, whilst the tools are good, all the technology inthe world won't be able to qualify an opportunity that you know, something likeMarquetta or ranking won't be able to test understanding and to build rapport with acustomer and to get that level of understanding commitment needed to build a long termrelationship with a client. And the other thing on it is that, asthe whilst these tools are useful, they're expensive and for a single organization tobuy an array of tools and make that sort of investment is a very difficultcall to to take. So I'm all for the development of them and seethem as really useful, but unless those key personnel or there to understand whatthey're seeing in terms of the information that's being provided and utilize that, theysit there as tools that need to be utilized. Absolutely I think that makesa lot of sense. Is it almost sounds like it's. There is abig 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 fleedme to some of the conversation that's Una and adding the past and obviously forsome of our listener we rub an I at your bottom. Need to walktogether in the person to support each other, and I remember you always speaking aboutintelligent led lead generation process and the influence of the individual in that marketingprocess 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 beingthe most critical or the most important as...

...part of the process, because Icompletely agree with you. amachined ultimately cannot qualify your Manchine or not yet.Cannot close a dealer machine, cannot get into a complex cell cycles. Butwhat 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 stillcomes down to people by people. First, someone needs to be ableto build a repport and open a relationship. When we're talking about getting through todecision makers, it's still needs someone to be able to broach that firstconversation and start moving things forward. And if you look at this particular industrythat we're in in the text base, I read a report the other daythat there are over five hundred new tech vendors that will be trying to getinto the UK market in the next twelve months. So that's a huge volumeof new vendors creating phone calls, putting out messages. There'll be lots andlots of electronic marketing and unless there is someone that can pick up a phoneand strike up a conversation to cut through the rest of the volume, themessage that Mac mom wants to put across to customers about our fantastic services reallybecomes very diluted and amongst the noise of everything else that's going on. Andof course those five hundred are going to be competing with the companies that arealready 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 thethe added challenge we've got one thing to talk about, which is networkaccess control. So when we start a conversation with someone when we're obviously goingto talk about network access control, it's what we do and we don't discovernecessarily all the other things that are going on in that organization. We don'tperhaps find out about the the big network refresh they're going to do, aboutthe anti virus work, about upgrading their...

...fire walls, and that's the samefor all of these other companies that are talking about single things. A lotof 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'retrying to get out. But that first initial conversation with a client. Sofor me, intelligence led is all about an organization like operatics having multiple conversationsaround multiple topics with multiple end users, and what that means is that actuallyyou end up with this huge pool of knowledge and it might well be thatone of your staff is talking to a potential customer about anti virus and thatguy goes you know what, I'm not spending any money on anti virus forthe next twelve months because everything I'm doing is is a big network refresh andfor the Anti Virus Guy that's not great news, but you've got other clientsthat suddenly that becomes really useful information for. So it's that intelligence led marketing isis to have really that sort of three hundred and sixty view of themarket and be able to put all of those loose ends together and be ableto build pictures that make sense to somebody cap's. That's really where I comein it from and where I see the value of an organization like operatics tous, and thanks for I think it's we always the other concept and Iactually agree with it. I think the traditional way of doing daily marketing.For me, day marketing means called calling in a very intelligent ways. Iyou are contacting someone and you are repeating the same thing other another gain withdear friend people, and so we are offender to the marketing is dead andI agree with it. We often that it's a number game and I don'tagree with is that. I think it's actually a quality game. It's aboutthe 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 thetechnology led the technology like like actually the human touch. It's all about findingthe right people and having an intelligent conversation with that individual and being able tointeract with that individual, ie, if they say yes or no, whatyou go next? That's the concept of telemarketing, the concept of a tojump 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 topeople to have that business conversation, leading the conversation, potentially challenging the preconcertideas 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 goingto 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 thatsame 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 yourresearch before you engage Rehi them, is is, from our perspective as abusiness, becoming mine more important. One of the things that obviously we praisedyou over the years for doing with our team. I mean you are oneof the clients that I said would probably work the best with the people we'vegot, 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 personallythink that it probably comes from the fact that you've done the job yourself andyou know what it is you you've been strung formember. I'd like to getyour views because again, you've been very good at it. So, forLi'Sten I could you share the tips of, I guess, how to engage bestwith the resources. Is a resources...

...of a company like operatics are yourown resources, because at the end of the day, you know, theseare comes for us. Are they could be on resources. But what's thebest 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 themto get along to do it by themselves without any input, the reality isthat probably not going to do the job that you want. So it's aboutworking with individuals and in a lot of ways, the sort of things thatwe do salesman. It's about testing understanding as you go. It's about qualifyingthat they've got the message and that they're comfortable with it and helping them tofind their own message. So, you know, the start of a campaignwith operatics, the way that otherwise worked is to get together with the theoperatics team make sure that they really understand what it is that I would likethem to be able to do for us. You know, at the end ofthe day. We can't make any bones about it. It's a servicethat we pay for and I'm equally sort of cognizant to the fact that I'vegot to report to someone if the results are bad. So so I've gota vested interest in making sure it works. So daily communication then with a teamof operatics is important to really make sure you're praising when they get itright, to look at how we can we can change things around if thingsaren't working, and through that daily communication it means that you're always testing andkeeping 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 isto bring the team of people into in operatics into your own business. Makethem part of that sales process. If you're doing a team events, invitethe operatics guy along. If you're doing a show, have the operatics guyon the stand so he really feels part of the team and he's immersing himselfnot just in knowledge but also culture, because a lot of what we talkedabout as companies when we're selling is is selling our culture. So if theperson making the first initial contact doesn't understand,...

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

But thank you very much again foryour time today. Right. Thank you very much being pleasure talking withit. Thank you. operatics has redefined the meaning of revenue generation for technologycompanies worldwide. While the traditional concepts of building and managing inside sales teams inhousehas 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 beenlistening 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 forlistening. Until next time,.

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