B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

4: Accelerating Your Solution Into the European Market w/ Jamie Murphy

ABOUT THIS EPISODE

Acceleration. It defines not just technology itself, but the speed at which companies are competing with others to provide valuable solutions to end-users.

Jamie Murphy from Cyber Business Growth helps organizations accelerate into the European market by evaluating clients’ strengths and weaknesses in their go-to-market strategies.  He connects them with the appropriate partners and channels to accelerate their entrance into the ever-changing European technological landscape.

He joined us on our B2B Revenue Accelerattion podcast to give his thoughts on how companies can avoid pitfalls and find their position within the European market at a quicker pace.

What does it matter? What I think Iknow my? I know the market rate. You know your market, but really it'sreally about the people are going to use it. You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is Olan wit, and I'm here today with Jamie Murphy fromsyber business growth, CBG Jamie. How are you today, I'm really goodexcellently. I mean CBG towers in Cambridge and looking forward tospeaking to you. Well, that's AL absotely, fantastic! So today Jammi wewanted to invade you to discuss about a topy that we all have at Hart, which isEurope an expension, and how do you judge Ow? Do you know that e Compt,your company is ready to expand into the European territory, but before weget into the details and obviously pick your brain and discuss your experience,can you please just Shar with us a little bit of background for CBG aswell as yourself, where you come from an how you decided to start Sibigy? Mygoodness, I appreciate that's a good idea. As I often say, I've been in thecybre marketplace for so long. It's been called two other things. Yes, it'sMikis. It was called network security information. It's been called lots ofthings, but this is this. Is the industry that I love and I absolutelymean that I've done it for over twenty years. I worked right across many. Youknow different types of organizations and really you know, coming from asales commercial background used the twenty years experience. I've gainedworking with the lights of NTT, an to Grili, so some big players in theintegration space right the way through the star vendors, using that as abagbone really to Sel side e business grove, which is my baby very good. Mybaby's two and a half years old, it's a beautiful baby. We are fundamentally of people businessright, I think you know. Just to summarize, I think the skills gap getsmentioned all the time and I think there's a preconception at it's justtechnical roles. In my opinion, absolutely it goes far beyond that,whether that sales, marketing product marketing or services in general so-and we were there to Bruce Agat and is that what your find term of services,so, if wo ware to just for audienced and people at May, not be Awell of CVG,can you sumarize the type of services that that you guys offer? Of course, Ithink celebations at the heart of what we do. We use our knowledge experiencewithin the team of Consultante. I've got so we've got hybrid set of skillsin the organization which is fantastic,...

...because that allows us to provideservices to vendors, to partners to actually help accelerate anything thatthey want to achieve. So that could be around go to market strategy. Thatcould be around marketing analysis. That could be right. The way through toactually executing on you know, t strategic marketing program,so we've got, I would say, disciplines that we provide in. We call t thechannel services area, so so I'd say in an Otshow. That's that's really what wedo so pretty a protty complete, outfiting, O and and the ability toafon a bred model. So so you found o Ston Wenl you could have with theequivalent of to or three resources different roles that can be taken. Kallof from marketing to resourcing of Telret Management P to the channelmanagement to enduce a direct ses relationship management is at correct.It's a very, very good assumption. I think that what we saw when we plannedand set the business up was the organizations actually whether they'rea partner or a vender. Actually, you know the challenge was around managingan investment oiation. You know even of we were with bendors, who areprefunding right, the way through some of the largest security integrats inthe world, and you know but they'r all looking to grow Thai business in someway shape orform and everyone needs to manage their investment of moneysensibly and well, and I think it's the ability to get access and O to movequickly because Sive, a business baker, basing the platform to be able to dothat eiger through our own courty, all through our associates that we've gotwithin the that we use within the business. It's about accessibility,it's about experience really, which is the time to market yeah, absolutelyacceleration. This is something that we know well, because that's how that's somode to us: Well, a toporatics about serv explaration, but driving back tothe going back to the the topic that we want you to discuss, then, and thankyou very much for the story that you told us about. You know you and thebirth of CBG, as well as giving us mall information op about what you gays dofor your friancs. One thing that' really impressed me when we firstEngagen when a the first chance to meet with you and Yo Sim was that only stage.SELV is that service that your fer to, I would say, ernly stage company, butnot just onrly stage company, because I believe this could be wrong B or Ron Ctype of investment company, but at service, which is around assessing theEuropean market and and most importantly, assessing if you are readyto enter the European market, that's...

...kind of a market testef of assessing.What's there what's available there or quickly, you can get your market in tra,but that's the service. That is really when we first engage really intrigue me.So can you tell us a little bit more about how you go about that and andwhat is the Varia to bring to a vendor because they could make a trace? Do itthemself? But what are you guys bringing them of extra Valu to thosevendors? I appreciate the observation there. It was actually a gap that I'dobserved really over the last few years in the market, where you know back inthe day back in the day makes you sound, really old, but- and I am but when wewhen Yoan an bless you when we were looking at newtechnology coming into the market, it was much easier to identify both for asupplier and for a consumer. You know mainly because security was fixedaround things around like dmzds, intrinet, extranets and you could.Products were built around very fixed environments, that's chalnged, and youknow- and I think the key to the service, which is what we call CVGpulses, really dn't, because there is no magic want to finding the clients orfinding the vendor whether you'e coming from the client side, the Parkthe sideor the vendor to the market and Ye H. I thought there's a real opportunity toconnect the business together. I also think that you know evolved on thesservice because the go to market it needs to be challenged, because if youlook at the model in the mids around taking vendors new technology to marketwe'R, using the theet channel using distribution, reseller and selling twincrime through the vendor, that kind of worked, but there are just too manyassumptions to be made because there's too much volume coming through. So howcan you cut through both from a Pliet perspective and from a vendarperspective, to understand? What's your market, what do you theres some realvalue to be heald about connecting and getting some real evaluation of of whatthe consumers of technology actually believe if what your product does or orhow it can integrate into their existing environment, which is you know,some of the key things that I find have been missed out so for me, SVG Polsis, like qualitycontrol, you know it allows quality control for the vendor looking to spendmoney into into a region. Is that not alowe? Is there a market? Is there achallenge? It's a thing that I'm thinking that's working over inotherregions. Does that actually exist and- and I think you know we make loads oftalented people running running the vendors and thei interational business,but it's so difficult for one person is...

...one person's opinion. Absolutely so webuilt CBG Pul using our connections into the market, and I often flippantlysay what does it matter? What I think I know my I know the market rate. Youknow your market, but really it's really about the people, a re going touse it. So what we do for an organization is, we actually go and puta vendor through. It could be a partners Servic as well by the way, butin this instance it could be a vender and they believe their addressablemarket is x. We ten go and take their propositions through a consultingprocess where they get to engage with a number of organizations to effectivelypitch the products test. The products evaluate really whether thepresentation and the quality of the product is there for the Mat, Yo carein a real chair and so and the fundamentals of what we built. It's allabout getting that feedback and providing a vendor or a Parner, with aconsulting engagement, quality piece of work, which gives a snapshot and aprocess of a number of organizations who are looking for innovation, that nocustomers are lookingto to the things that are going to help them solve someof the challenges and we give the vendor's access to those people. Okay,I agree with you. I think we all entitled to Ou opinion and we havefeelings about. What's working was not working, but if we are not the actualend user, if wanted the reseller, that will be on commission on Ne to sell theproducts. What do we know so? So I think I think this approach is is veryinteresting because hit's down to earth- and they start about you- gay spending,a lot of time in front of your computer in front of a white box speaking, youknow, amongst yourter yourself is actually going out speaking withindividual presenting which, which I think is wonderful, approssion anddefinitely a great ad. We found that that resonates, and I think it's Sallabout ensuring that you know that it can be misleading, that it can beperceived, maybe from Avela Tais a sales to it's, not it's a marketanalysis. Also and that's you know, I think that the clients also see Valyfrom Itas. Well. I fully appreciate that in Tome of your your experience onI'm kind of moving on to the next step now, because you've done a great job inin describing what what Perisis, which is an initial ondhe standing of themarket, is the market ready, for you is the BIOS that will want to use yoursolution. But on that very Dagy, let's say you, you taked a boks. The nextstep is Reado to start getting established in the market. So from yourexperience, ow long does at tace for new vendor to establish themselves in anew market like the European market. You know that I mean that is animcredibly, challenging question,...

...because I think it's all based on whattheir perception of being established actually is and what the goals and I enore that organization an. I think it is good because I think that you, you needto understand what those metrics and measurements are to gauge, whetheryou've been successful or not, and I think it's about understanding what thegoals are of Tyour Organization. If you look at some of the Benders, I thinkthis often gets missed is that if you look and you hear people talking aboutexpansion and quick acceleration of growth, people like Parlo altom, forexample, ut, I mean it's incredible. The journey they've been on in the lastfew years, but I actually remember being at the point when they didoriginally come into the market and it took them a number of years to work outyeah proposition the pace, how they get there, how they're going to be. Theydidn't start at the point of taking over or start to dominate and take overthe other players. FIREWAL marketshare. It actually took. You know one to twoyears to understand where they fit fitted into the marketplace, and Ithink that often can get lost, and I think that no patience is a virtue andit should be observed in this instance. I think I have seen wenders comethrough the market and ridewaves and we saw that a thing to some extent withwithen point and market shows being created by nextgeneration empoint, and there are a number of later entries into the marketwho probably lot marketshare off the back of about the hard work reallyhapmtime o time, but I would say, is about being patient is about you nowworking the market properly yeah and I agree with you on the Pinti mean again.We also parts of the the beginning of Pallwell to networks in Europe whenthey are team of three or four people. I can'trally remember, and I completelyagree with you- I think, the first the first year it was really a question ofeverybody was putting their sleeves up from the VBAMEA that would put arecruitment, aton or see Aton and those games Wele, like Swiss army knife,trying to do a lots of things but really getting under the skin of themarket, and then they went exponential when they started to really get therevenue flowing. Most recently, we've seen companies doing itteother wayround so really investing in the turn in a turn of Sen people or Tun off,Marketi, peopl or Chanond, and putting all the investment out without anyrevenue coming in, and I think I guess it's a choice, but what I've seen mostsuccessful is the people who've been pasting. People are stock to see therevenue coming and also people wannot...

...on the pressure to recruit a largesense tem. I think if, U, you gaexpression its ridiculous pressureway, I'm right with you- and you know when I I left NTT after nine and a halfyears great at a great time, and I part of the market research was finding outwhat was going on and know what I found was when I was talking to theorganizations who may be looking for VPS b type roles. That role was, youknow, obstinately a real highbreder skills and it seemed be credibly difficult toexecute. You know maybe what the an organizing, what one tay understand themarket, what it is theyre going to sell into the manket how they're going to goabout executing it, and now I think that first twelve months in particular,you actually need a hygbridd of skills. You need to be running channel indparallel with channel in parallel wit, then use our stimulation marketstimulation, Seacan meen in the middle, and if you're an organization isstarting out, you don't have the budget necessarily somedo. Some have gonethrough it, as you said, but number of organization don't have that luxury. Sowe found a real nation. The market to, I guess, provide a service for some ofthe people that we're working with provide blended service, so they canturn it up and turn it down dependent on. Do you need? You know the blend ofmarketing sales and product mamagement and some prestyles? Well, you don'tneed to have those five heads all at one time you can take a little bit ofthose, and usually the metric in Plis. That we use is that the cost ofbringing in FTA we could potentially bring in a highbridge service for that,and then I build o bilt success over time and then look to bring in fulltimeinvestment. When the Tim is right, it's a subter ORT of waiting investment. VosIs Return. Basically, I guess that's, that's that's the point of theconversation wiving and to your point, it does depends on the organizationprobably does depend on the investors as well in the the williness of theinvestors to invest very quickly. One of my next question was to speak aboutthe mistakes, to avoid as a newcomer- and I think we already spoke aboutWenan and just if I was to rephrase it to Iven. The kind of Ting issue withthiscusses is seeing people coming in having a requirement to recruit veryearly on ten fifteen, twenty thirty tevs people, and what we see is thatwhen you've got a requirement of recruiting such a large team, you endup pocretting people that you may not have recruited. If you are not on thepressure to get people in- and we know that, particularly when you get into ontop rice cells and when you get to long and complex and cycles, we can costuelots of money to make the wrong choices and recruiting the wrong or not theright type of sers individual. But with that with that mistake, a part of maybescaling things too quickly. Is there an...

...uws of mistakes that you've seen fromyou ommes and that you would like to take us through o o r experience othings that you've not seen working very well in the past, but I cans. Youknow it's easy to be Creaz, coith me and absolutely 'you. Know I've made asmany mistakes as any as anyone else, and I think that's how you learn. Isn'tit because you know you look at you think you know, for example, I thinkone of the and I kind of alluded to it there and it's a little bit related tothe point, but you know looking for the Rollof dexsyles person, my goodness,you know I hat the pleasure and privilege of working with someincredibly weld connected sales people. You know who are really good friends ofmine but and then the most connected people in there, but I think it's a youknow sosis, of course, based on trust, but it's incredibly difficult if you'recoming in and you are the person down on the ground number one and becauseYoure Roller Deck Salesperson you expected to to get things done now.There will be instances where that is possible. Of course, if you've got thething that u'nlocked the door Youv rode the way and you've got away in, that'sfine, but you know that's. If you look at the volume of vendors that are outthere, that's why we see such a transient recruiment markit place,particularly in sales, because it's a it is an incredibly trangian market,because it's really difficult to be ultimately ultimately successful, yeah and, I would say the biggest kind ofhigh level thing is making assumptions. I have I seen that lot. We've all doneit at some point where we assume something we sume what the market wants.We assume what in particularly the Channel One I think and the way that Ido business and I'm not definitely not perfect, but wi treet, everybody like aclient and everyone gets the the Alis the lip treatment as they should do.You know and treat others. I remember that Yeah Elrih, you get the a class I do. I do Ioia just Tisi younwedTodoit, but on the channel side of things I think the channel getsoverlooked. If I'm being up call that out, I think and that I can often seethat if you're coming into the European market, where it's a different setup,there's a different model out there channel. If we take the time tounderstand where their issues are, whether that's agility, whether that'simproving ebut, the, dare whether that's solving real business challenges,I think that gets massively overlooked and we go in there and we show theshiny thing and we hope that everything's going to go well. Thatdoesn't work because there's fifty other people trying to do the samething yeah and it's the chicken and deg you know we. I think we had theconversation already together, but it's...

...quite often that we get intoconversation in North America with Australi startups and when they look atcoming into the European market, they always ask: U: Andswo should a goodchannel or should I just get the first man on the ground and what we alwaysalways succresses do both okay do both, but do it in a very controle manner andas you mentionin in your jounse to your previous question, just make sure thatyou have make some ascumtion that you can measure on the quaterty basis andthen once you do well, you can carry on an invest if you don't or just retractand Tra something different. But I think they are both very important Imean. Actually we probably we probably could spend anothor cirty minute justto speak about that topickin particular. So, let's not get US started, but Imanfirs ther. I we arewe're getting excited now, but this topics are readywhat this podcast off. For you know it's about. We want to invade peoplewho ar passionate. We want to invide people who have really insihe to sharewith us, so it's extremely likely that we are. We invade you back in the inthe coming weeks to talk about that was Ototic, but Jamie fo, for no and fortoday, if people, if some of our listenerswants to get in touch with you, what is the best way to connect with either CBGor with Jamie Murphy sure I mean theres, there's a number methods to do that,and I mean a lot of the materials information. We've got the clearlyonside of he business grothcom, which you should definitely look at withwe've, updated and and got some of the productization out there. So you cansee clearly what we're doing definitely follow us on my favorite platformlinked in yeah bless. It n because you know, do followus because wer trying to provide nonselvs content opinion so definitelyfollow side of business go on there for sure and and ultimately contact usthrough their contact with me. You know directly through through that mechanism,and I love to talk to anybody. You know decen tell I'm very, very passionateabout this, this industry. Well, that's fonder. Ful Jimm, I mean you'v been afantastic conversation, let's of inside from from your sate. So reallyappreciate your time today and again, thank you ver much. It's been apleasure talking to you as always, and I hope to see very soon. Thank you. Upper adics has redefined the meaningof revenue generation for technology companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years, companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. Seeo operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to, B, to B RevenueAcceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank...

...you so much for listening until nexttime.

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