B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 1 year ago

80. Sales Engagement Starts with Your TQ (Technology Quotient)

ABOUT THIS EPISODE

CEOs are getting 250+ emails a day, mostly automated. What if you knew how to leverage all of our existing technologies to create omni-channel blends?

Upping your TQ — that’s technology quotient — is the future of sales engagement.

In this episode, I interview Justin Michael, Regional VP of Sales at YouAppi, about the technology quotient missing from most reps’ skillset.

Justin Michael’s book is forthcoming in 2021, but you can actually read it now.

You are listening to be to B RevenueAcceleration, a podcast, dedicated elping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, hi welcome to be too par Rof a newacceleration. My name is Olia witche and am Mer today with just in my corWEAP Yourselv at UFP, an author of Tq. How are ojust doing well thanks yeahanother early morning here out in Santa Barbaa, California, I yeah I workd fora starting on Torbeef, so Sixam and seven am are: Are My friends? That'swhat you've goot to do when you're in Catifornia. Unfortunately, you knowwork up like these cost, so so today we will be talking about your new book.How To achieve super human sells engagement skills, but before we canendur that conversation, would you man just introducing your Pa Augence andthen just tell us more about your background in be to be sers? Yes, so toput it in nutshell, I have been in sales for twenty years, which I thinkis not too unusual. I kind of rode the SASS wave in two thousand and sevengetting in a softwares o service, and I worked for Sean Parker and I cundnonprofit fund raising tools, company and then I did work for sales, FORCSand Linkedin and then a dozen different startups over the years, mainly inmobile advertising and marking automation, which are kind of feeldsthat touch on artificial intelligence and machine learning in pretty coolways as it comes to predictive, analytics and programming. CustomerJourney touches right, very exciting, be to be in BDOCEA space about gosh afew years ago. Three four years ago, they did an international search forkind of one of the leading top funnel or SDR minds, because there's a groupof engineers that wanted to build an artificial intelligence that wouldmimic or replace prospecting. Now, if you think of traaft with Alemation andso inside, Salescom, which is now aant, they do a contest. That's a survey andthe number one guy in the world is bet was Ben Sardella at the time thecofounder Datai. So I reached out to him. Well, he was working on thistealth project and we started talking about these themes and we were sill onthe same page with our philosophies about this. They flew me to SanFrancisco and I was able to talk similar to this podcast for two tothree hours about all the techniques and stacks that I used, and so theyhave to start put me in there and we brew that business to about a hundredconcurrent customers and what wer doing was automating sales development. So wereplaced human beings, we really ended up aumamenting and serving you knowthere were no as drs fire. Don't worry, we really augmented what they weredoing, but we built an artificial intelligence level that could simulateououn prospecting and we acquired Swedish company that didpersonalization injection into our REAC sales lop. So I was running a hundredconcurrent, you know, outreagh sales left instances pulling a ton it in senta million emails in a year. Try to every stack. You can imagine- and youknow, was part of this efver. The...

...company has since been acquired andI've since that time been a regunal vice president, or vice president inATTECH advertising technology companies. But I developed systems and principlesthat have given me the ability to have the output of five people, ten peopleright out, Whi ch as a hundred people, so I decided to put it down the butright I decided to look at things like you know, twenty rule or ways that youcan figure out how to do something. One time like a paper prototype like you,can figure out how to create this amazing sequence of email once and thenSkale it to an entire total addressable market, and so that's what the booksbout. It's all these growth hacks, similar like how Max out for theirwrote on sales at happier and then wrote like hacking sales, the book andexplains all the technologies, my book and, if you think about likepredictable revenue, which defines the SDR an a model and the novelty ofsupply chain like it was a big deal in w thousand an Leven for Aron Ros to sayyou should have an SDR. All they do is open business and then AAll Edo wasclosed business, and so he defind that what I'm defining is like the JarvisIron Men suit in the paradigm where everything's Strae we're all sittinghere, remote, there's no field sellers, because no one can leave their house.Everyone has a stock, a bunch of technology, whether they're an SMB andit's hub spot or whether they're full skill. They have outreach or Lidi q.They have all this technology they're, probably not using it. They probablyreally overrelied on events, dinners inboncs, no even noteat least for nowIC nineteen yeahthink Po have to talk that aside, porittor, while Yeah Oi wasjust kind of rolling along and got a CO author with my mentor TNTJ Hughs, whodid Combo prospecting and the Joshwa Principl Ho said some best sellinglooks in Australia and I worked with him his be to be profile linked in asthe third as three hundred fifteen thousand followers, so other than JoConrath and mark hontery. His like this huge presence and we relu to use thison his label like a Har, Harper, collins or something, and then all thisstuff hit, and so we decided to crowd source the book we put into share inGoogle dock. We got to twenthouzandwords now fortyzand wrs,usually sales books about sixtythozerd words, and we have four hundred fivehundred thoudleaders in there the WHO's who these at the sea levels from allthe texttack technology companies. These are all the frontline raps. Theseare all the appointment. Setting businesses and everybody's gone in.There left comments edited it and made sure that everything's regnant right,like how your deliverability, how many emails you can send every day how thetext tax talk, who's been acquired. You know it's so relevant up to the minuteyeah. The issue with releasing it in six months is all the teme could changebkause of MNA. What I really wanted to write was like learning how to learn.This is a metafhrame work, you're sitting here in to thousand and twentyfive two thousand and thirty, and your job is to hunt for new business andyou're not going to do that single channel single technology right likeright now. Seventy percent of your time is administrative tasks, because youhave to figure out your sea aroun and your diler and your seqeencer and youremail platform and your data sources...

...right. So a lot of companies do throwout their hands and hire someone like you right, El Het for party, which isgreat, but then a lot of companies have their own internal resources and aheavy heavy investment in these technolity popforms and the adoption issuper low. SO THAT'S MY THIRTY! Six thousand foot in Tro- I was MONmouthful. Okayyou, know at's GPACTIVATION,because we see I've been part of the of the email exchange and the crowd andia've not been able yet to contribute to an Anansiaw masource with you, I'veseen some people racttimg very well. I've SINC, some people kind of you knowbeing a little bit more reticent. It is the right word, buteEopor care of, and it's good to see that fightof thoughts and- and I finishhis wort wild ashiee e- very good, no and product, but but whats. The realmotivation from your side- and I guess reason why I'm asking you the questionis because you could take all that nowlagn and make a fortune for yourselfwith it so way. Would you har it like that magic trick and show to everyoneout to to do the trick? What was the ost motivation gain that yeah? So Ijust turned forty and I actually spent the first ten years of my career, doingcall center stuff and working in technology incubators. I don't know thecollege degree and I use these systems to you know, work all the way up toLington and sales SFORs to spend working supero. I work super hard, butI could work harder than the next person because I use technology. I wasof a brother, that's an inventor Google, so like this type of Stof fruns in thefamily. For me, I am motivated to help sellers everywhere to understandthis stuff. You know who knows what the future? It's like. I really see myselfas maybe not the next Aron Ross, but somebody that is having that kind ofimpact on the technology sector when it comes to prediction. So one of theblogs I wrote was called sales runner, two thousand and forty nine. I LoveBlade runner. I've met Rodtor Hower, it's like my favorite movie, yeah, okay,my little easy disk with the alternat at ending with Edward James, almost inthe paper green. At the end of the day, you w're thinking of the future likenext to seven replicants right, you thinking of two thousand, an thirtyfive, two thousand and fifty Thomas Tonggos you're thinking of recurts.While on the SINGULARY, there is a time in the mid O Tusans were very similarto an Nuber self driving car fast moving startups around B rouand raiseten million dollars. What is generated, the meetings is pure artificialintelligence. SBS are not gone. Sales development raps are analysts, theirsales engineers, they're, doing sequel, pols they're sitting in front of thetargeting programming you've already seen with companies like Bombora, likea codcast model, where it's possible to see anonymize seargh data to take a Tam,a total dressable market to look at all the house in an ABM or an a countysales development abst perspective and see who is searching already for yourservice and the prioritize. Those and so systems liexam like inside Salescom,Ato about the book they're becoming predictive. So we have these megatrendsof you know the Manual Pauling emailing,...

...the person doing all the adman goesaway, as technology becomes better. I think there's going to be a return toINNOCENC H, ch I've talked about, which is that Stris that we're selling fulltime they're just closer to the customer, the technologies deliveringthem the leads and the appointments and they're on the phone, doing discovery,qualification and medic so yeah. My my intention is, you know, really to bethe best that I can buserup it's not to tell people how I'm a better rea thanyou it's to empower you, wherever you are to go on this journey, prowalkerrun to fuse with your technology, stack to accept it and absorb it. There's amassive battle online social selling versus cold calling Ol School for siseschool. But, like I predictin my writing, it really doesn't matterbecause the jobs as we know them right now, don't exist in five and ten yearsbecause the technology is so advanced. You know it's like it's bots like highfrequency training like there's just things like drift is the perfectexample drift aunomation. You hit the front of this sigte and you starttalking you're, not talking to a person you're talking to a preprogram,artificial intelligence with decision trees. If this in that rules edgintit's crunching, big data, you ask you the question: It looks at five tosandanswers that question selects and then gives you an answer. You can't tellthat you're talking to a robot Google Duplex, where the phone call ismade with natural language, processing to the restaurant, to book, Bookadinner and the person on thetes it of the phone can't tell that that's anartificial intelligence calling them it's really hard to give a straightanswer. I don't know where a fit ind. All this people read my book andthought of me is like John Conner and skinet they're like it's just too farout there like this, could be used for evil right absolutely so so there is one quotingin your Bude Sawer and I think you may have already kind of Fumso thatquestion. In a way this book is about S, people, email from the fog of failureto instead execute at universe of effectiveness. What do you think? Sosepeople are tailing and ou US technogy, L Ping them to succeed, because if wemention like artificial inteligence and voice like Robet B, the outsit and ouyou wolking with the BGY mention, but the bidiolity asdr being a bit Portanow with the tecogy am powof them, if not replace them. Yes. So what Irealized from the initial blockpost is that this type of Futurism is fun andI'm going to be interviewed by an analyst from forester to talk about thethe more distant future. Just like we don't have flying cars and just likewe're all in normal obers. There's a practicality to the current stack rightcurrently, if you're a rap or ANSRAE and you're not longing into a seatmendsevery day, huge opportunity, because if you figured out even one campaign instotal or one Templa, Yo o, you could be taking that and expanding at tenx.And you know right now, there's a a series of tools that are very effective,that you can basically double triple...

...your efforts. Now, there's some authorsthat talk about tenxmoon shots and tenx role. If you just send out ten timesmore or work ten times harder, it's not going to help you it's about. First,identifying the twenty percent of your activities that are most effective andthen doubling down on those and so tenx activity and action only really helpsto scale you if you're picking the right leavers and the right effectiveactions, and so thes systems have analytics and the analytics aremysterious right. You can send an automated campaign and you can see thatyour open rates Ar thirty percent and you H, v Fifty Replas, but withoutCenamon analysis, forty nine could say remove. So I could be a very badcampaign where Ese the exact same campaign with a different subject linecould have a twenty percent open rate and five replies. But those fivereplies have a high propensity to ecome an opportunity. So you know this is alltheir daunting to a modern NUP. But if you just start to scratch the surface,to try to automate or semi Aly man, some F, your activity, you'll, be sosurprised, Nat, the effectiveness and the productivity increase. You knowless its more be more with us t at that's what I A to do. There's aparodox as well, because you know recently we've hoad about change ourSele. Without about you need to do your reseurch before you actually engagewith someone and appreciate you know, drift is okay. Someone calls you,someone calls you in having an automated voice kind of K, pleadingthem to the right people, an know that it's okay, when you do an actualpractive, carout and Alyshe R, something in the milty t, multymillion,dollar, complex, sels D and also sometimes distructive product. Okay,where you have a concert that you know is that doesn't have a category soyou're, not sating a op o a serv or storage or FIR wolr and enpoingsecurity products. You've got some fic a little bit more of a. This is a newcategory. A oon O tha exist. Ow Can Thi Tiartificial interrigiene actuallysupport you round that because they don't I mean, I don't know if they canmaybe y they do but ill. You telle research. How do you adapt the messagebecause Artifia indigence I wi on Derson? You know is kind offunm and yousay that Tyou go. Das is kind of a scripted approach. You know it's aae,Gor is a yes, you go ther know you go down. Okay. What about that humanfeeling, the research th weabeting the conversation and feeling that is goingthat way so well adapt to it. Can you tell always artificial intervigence?Can you actually do the practive propely forty milliondollar deals andengaging with Serabl Silvaly prospect SOS to two answers that one? Thetechnology is not there yet ar the technology that we acquired had theability to do things like technographics, psychographics anddemographics? So let me let me answer this in three ways: one our emails past,the Turing Test, because we could figure out connections in common and wecould connect figure out companies in common and interest in common andmention those within a template Bin, a way that the email was personalizedenough, that it was indistinguishable from having written by human, and therewas a lot of setup that happened. For example, if I tell a machine to findconnections in common- and I start...

...emailing, my friends on Linden- it'sgoing to reference Max alteller every time or it's going to reference- readoffmen every time. So that's a fail. The system has to be smart, so you haveto be able to stop the system and write about your most pommon nodes andconnections, so it knows to priotize suppressionlists and who not to mentionso it's doing the next qorder down, that's just to nail the connections incomments, and so I'm just geving you etample of how human intervention,along with ourifficial intelligence, preprogrammed and thoughtful, can work.This book is really not about that. This bookic knowledge is that we don'thave the flying quarm. This book is about Technology Potion, which is one'sability to become adept the tech that exists now so for everyrefere. Now they become once reading it. Five percent better today, withwhatever the tech they have with the TUB spot sales fore, sales lock out,reached sales, navigator, Leediq, Zoominfo, just thinking of the majorplayers right, I have things like connect and sell in there. Things likeconnect leader in Ora right super automated call an were diling thousands,this addressis all the current technology, mostly because I found in aworld where we all have these zaxine technology, like if im at on a floor oftwo hundred scrs, the strs that did the best are the ones that obviously tarecalling but also are embracing all the technology. So this is going to helpyou rapidly Assimila and understand whatever textaff you have start created,metaphrame work so hears how to quickly learn: Anyui anux her's that a quicklyuse all these families of software there being built. The future is faraway and you're right and that's like I was involved in spending millions ofdollars, trying to try to figure out how to use AIFOR sales, and we nevereven went there. We always said it was humans and machines, because we alwaysacknowledge the limitations of of current artificial intelligence. What Iis the job is really really hard like what the job actually is. If you'redoing, updown hunting is you're sitting looking at computer, the computer salways on sales navigator, because there's six hundred nd seventy fivemillion prospects, they're looking for the targetlists on navigator, thenthey're going to email, manult or their str is going to start sequences, ind,usually sales locked out reach. I like to mention Sam, because inside salescomis pivoted and it's just really cool platform. A lot of people don't knowwhat they're doing xant Zant tershierly. You have a data source because you'relike AH and eemails, because Linton does not give you emails, so you need aworking email and a working phone and then most people don't call to thissilente sales, forks, no WHO's. The other thing is my brothers, atechnologist in two thousand and two you had in the fortune onehosand youhad like two hundred CMOS that could buy advertising technology and your twohundred and thirty four vendors selling to them. No. In Two thousand and twenty,you have seven thousand two hundred venders, as you see the sales technology. Soit's because similar to the music business, where you can make arecording as good as Michael Jackson, your bedroom, because o moreslawntransistors, you know BASAC Elogy, is...

...sophisticant enough that anyone o startassass right with technologies like Amazon web services. Anyone Coan justcode a started company in the Arash Right, Lary, an surgay started: GoogleStarting Tho Garage Right, but right now it's just so easy to start start opcompanies. So here's what you have! You have more Starto, comies, Han ever FCORONA! You had the biggest funding rounds ever forty percent of thefunding around two thousand and nineteen were over a hundred millionwide because they want to do an IPO because they don't want to show thefundamentals right. There's been some massive companies that have od nowd andtainkd because they were running like a startof company in Wall Street. Didn'tlike it now he's what Yeb, when you have enough companies raising a hundredmillion dollars an enough companies thatare exactly the same commonitize.What you have to do? You have to hire an army in SRT, CANP, PA M, MOR SCRSare gone in a year and a half every SR ever trains trying to be in a AI helpcan get there because they want to get fif. Fifty Splits Tan want thecommission the see of those saying I can't beive big commissions to myopeners, because I can't wite the apple too many times, because you oltemlyclose the deal have to have the margin have to pay. The AE have to paymanagement right. So what started happen is what I call the Cambrianexplosion of vendors and what this means is you, as the CEO ere, gettingtwo hundred and fifty emails a day. The majority of those emails are coming outof a blast sequencer, and so you have this problem. We we try to level theplaying field. All the best shops are using automation, already peprogramsequences they're getting into the INBOX. Usually, Google is gettingbetter and better a deliverability, so thik they're, sending way too manyemails. They're getting span listed, all of it says, hope, you're doing wellreaching out all the email son. Exactly the same, it's a white wall of noise,the sea level shuts off their link in or they put their executive assist init. They retreat. They don't answer their phone. Now you look at phone,calling in the US nine times out of ten when my phone rings, it says Robo CallSpam coller. I answer it every time three, four five of those calls wereGone Corse and Suminfol. These awesome wraps is literally if my phone isflashing red, do not answer spam Paul and then it's a BREP FOMZOMENTA mycontact rates on a hundred dollars, probaby three to five in two thousandand seven. Thirteen years ago, my contact rade were seven out of ten. IfI used robot ilers like Paralel sist te Don in the Connectanso,I can nike thousands of dollars and connect once and every tworty thretimes. Here's the other thing. The decision makers and the people thathave the money in this economy do not answer to Cole email sequences and theydo not pick up O. I don't care what hour f the day they become aware ofthings that annoy them and they deploy their staff, go read: Thatr WhitePaperit, but on e that they delegate off the orrendous task of being sold toright. It's a bars world. So a lot of what this book was about in Humboprospecting where I was featured, is about how everage all the existingtechnologies that we have now to create onthe channel blends to greatemultichannel outreach and start automating it so that you can have somebreakthrough because there's just so much stacked against you for effectedoutbound now, largely because a lot of this stuff has been adopted. So that'sthat's my answer to Ai. I think, if you purely rely on a appointment setting,you won't get there if you purely rely on just email, animation, youll getthere. If you purely do phone calls,...

...you don't get there. You have to takeyour entire Texttaf, create flows and touch patterns. Where you use all thetechnology, you have and create efficiency on a baby testing, theBalens of that technology. For me, it sales navigator, Leedi Q, Cep direct alcell phones and something like you know, maybe a persist IQ like a Butique. Youknow outbound mechanism for high deliverability and then is knowing thethrottles you hod too many people to day on Linkdon to shut you off here andlinked in jail. If you send over two hundred and fifty mails on Gemail, theyshut you off, we can pay your your domain black listed right. If you SidLoa Dou to me, there's issues with that. It's really really tricky now with GDPRand CCPA. So there's a there's a lot of pitfalls. That's all explaining butgood! Well, thanks for your insight, just I e meeappreciate h, the phace.You took the time to share up all your sorts with alligence. Today lots offoot, fostos yeah. You know and futuristic point of view which I thinkis really resom. Some of them are very, very varid. Some of them struggling alittle bit more to see them coming, but I'm sure you know whis time things willchange N D and fully on Theson and fely appreciate that now, if anyone wants tocorrect with you, you know get a look at the book. contued conversation offlight was the best way to get old of you just in yeah, so just go to just inMichael on linked in, and you can just send me a message and for now I willlike email, youapdf or share the book with you technology potion. It's calledTq, which is disting from Iq Andet and we're doing this because of the stateof the world right now like the goals to release it on Kindall through apublisher in Fourto six months. But this is like real time information.Nothing is stall on this book, it's being looked out right now bypractitioners like you just Goo to just in Michael and Lington, send me a Piinand invite a message, and I will addto the book. I'd love to even get your.You know your inside on what you think about the stuff. It's a living documentfor now, and I think it's going to help thousands of people right now do betterwhere they are, which is like my ultristic and intention now not to sella booker service for the time being, just to help. People everywhere helpsellers on the foor wor. Once again, many things for your time today, justen you was an absolte pleasure toy on the show things early in this caarenareally appreciate you guys. operadics has redefined the meaning of revenuegeneration for technology companies worldwide, while the traditionalconcepts of building and managing inside sales teams in house has existedfor 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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