B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

9: Internal Evangelism as Part of Your Branding Strategy w/ John Rougeux

ABOUT THIS EPISODE

Do you practice what you preach?

What about your team? Do they practice what your company preaches?

John Rougeux is the VP of Marketing at Skyfii where he has two main priorities: 1) Build his company’s presence in North America and 2) Rebuild Skyfii’s brand with a clear position in the marketplace.

John knows that he can’t accomplish his second priority by only marketing his company externally.  He has to be walking the walk and getting his team excited internally as well. It’s crucial to their success.

John joined us for this episode of B2B Revenue Acceleration to talk about internal evangelism as part of a branding strategy.

It's not sufficient for marketersfocused on externally promoting a brand, that's necessary, but it's really nicesufficient, 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 revenieacceleration. My name is Oreyamoe, and I'm here today with John Rugi from Skfi.How are you today Jon Doing Gready Rillian? How are you I am very, very good. We suffering ofwhat we would call a hit wave at the moment in the UK, but I'm blessedenough to be in a R condition room which is fantastic, so today Werk Water with Yougen to speak about internal evangelism as part of your brunningstrategy, but before we go into the details of it and the detairs of the IDbehind it. Could you please ts a little bit more about yourself as well asKyfiter? The company at Yo represent yeah happy to so I'm the DV marketingat Skyfi and I'm currently based in Licengton Kentucky, among other things,I'm the proud father of four girls. But look at Skyfi, we ore a software andservices company that helps physical venues, places like shopping senters,airports, universities, retailers, we help them understand who their visitorsare and how they Ba, and then we give them some tools to engage with thosesame visitors on multiple channels based on visitor profile and visitormovement. So my role Tskyfi, is really focused on two things right now. Firstof all, you know, Kyfire was a company at was spanded in Australia, thout, twothousand and twelve, so the majority of our business is based in Apack in otherparts of the world. We have obvices in UK, Sat Africa, Brazil as well, but ourfocus you know this year and going forward is shifting a lot of our timeand resources t towards the North America market. So they part of my jobis helping US build a presence here, build some core relationships and getsome initial customers off the ground. So we have a critical mass businesshere and then I think. Secondly, you know my role is really focused aroundrebuilding R, our brand we'v en a great job in of investing in the product andaure engineering over the last several years. But we've gotten to a pointwhere we really need to kind of shore up our messaging and come up with amuch clearer position in the market place. So I've been working on it kindof an internal project. The last few months, that's going to take us throughmost of the remainder of this year, just to really revise and and kind ofvitalize ou brand. So again, we've got a much clearer and sussinct andconsistent message with the people that were trying to do business with goodlast some, some some big missions and big job coming coming ahead of Yous,which is which is which is exciting so th tobe that we want to to talk about.Thas already mention S is Internawa evengilism as part of your brendingPrategy. Recently, you publish an article in fobs where you spoke aboutthe internal evengalism and and the...

...fact that it's often overlooked by bybum by marketere and you pe show ite audience the concept of Internatevengielism and why it's more IM important anever, yeah, happy too. So the idea behindinternal evangelism is is pretty simple. It's just really the idea that it's notsufficient for marketers focused on externally promoting a brand that'snecessary, but it's really not sufficient to to grow company, or Imore actually to reach the potential groth at your company should be able toreach. So we just explain that a little bit further. You know when you'remarketing a company externally. This is true for both BTC and NBB, but a bigpart of your message and one of the coore reasons for why people buy isbased on your values and the Vision for where your company is headed. You knowit's not enough to just compete on nowspeeds and feeds and features andbenefits. Those are important, but when you're looking to do business withsomebody long term you're just as interested in and where they're headingand and who they are- and I think that's just that's becoming aspeciallyprevalent in the BDV space because you know were a lot of US- are over sold towere overkind of overmorketed to in many ways, and I think we just start tocrave more kind of human and authentic connections with the people we dobusiness with. So a lot of that goes back to the talk that SSIMON senected afew years ago. Ahaut people not so much buying what you do, but why you do itso the issue is, if you promote your brand solely externally and fail tokind of evangelize that same vision and the same values internally. Is that ifyour customers start to see that your team is acting inconsistently with theway that your brands presented itself externally thee, really just not goingto want to do business with you or tthey'll? Take their business with withsomeone else become across, is inathentic and and really people justdon't want to do business with with someone who's an authenic? So reallywhat I'm trying to get at is as a marketer. Your job is to continue tofocus on, of course, the external promotion of your band that doesn't goanywhere, but, along with that think, especially in the BTB space, your jobreally has to include many cases, an equal focus on espousing and promotingthose brands ar I starte brand vision and his rent values with with your team,your employees, but also your partners as well enough. That makes perfectsense, but we as an organization of Toborotics, with most of four people,actually probably ninety nine thousend of the people that Wolk for us of aclients facing role and and we want to make sure that they reprison the brandhat, represent what we do correctly. You know. So it's it's someeething thatwe try to doate. I guess it's kind of fleading me to the next question whichis and based on what you say that the most thougtfull and pathful it externalpromotion effort are great but wont, May the other lasting effort on yourcustomers or on your Brainde make. So how can you make sure that Yourtm isreflecting positively the value of your company? What other ways you suggest todo so yeah sure? So, look it's a great question and there's no perfect answer.There's not a silver bullet that just...

...you know, allows your internal team totake on those values and and ensure that that's going to be the caseforever. But you know there's some things that you now'e seen. Others doand some things that I've tried myself that that help you get there. So Ithink really fundamentally the first thing recognizeis as marketers. Youcan't work in a bubble and you know that's something: I've been guilty ofmyself. You know previous roles. I think I tended to focus just on thepure aspect of marketing that external promotion, not enough the theinternolal piece. So it really strarts with Thair is just if you're a marketeror if you o work with marketing, it's understanding and recognizing that yourrole needs to be something broater. I think if you started there, thingswiwill stem from that. Naturally, I think the second thing is leadership.Involvement is really keyt. You know some organizations marketing sits rightit there on the leadership board or the the Co himself or herself as amarketing background, but in other companies marketing takes more of asubordinate role. So ineither case, though the idea of a company's visionand and its values, they need to be something that is discussed and andbought into at the leadership level yeah. So that's something that I workedreally hard on and it continue to work really hardly with Skyfi. Thankfully OuKn, our CEO and our leadership came more extremely supportive of the ideaof o really shoring up our our vision and our values and we've been having alot of great discussions, enternally about what those mean and and how thosewill affect the future direction of the company. Then Hey, don't do that. Thenmarketing ends up woorking in isolation and the maybe the marketing team or t athe headmarketing might be really good about it. But you know those efforts,don't really extend beyond there's marketing roles. I would say you know.In some companies you KNO HR is more of a independent function. Obviously smallcompanies HR sometimes blended into other departments, but I think theother piece is recognizing that well o a surface, they might seem likecompletely disperate ends of the spectrum and in many ways need to speakto each other, especially when it comes down to hiring. You know, I don't knowif, for you, realyand what you know how you go through your own hihring Pricess,but now for me obviously competency is, is somethingthat you have to look at, but you know character and values, I think, arereally even more important. Yea. Okay, if you can et Frus, that's key for USIMEA, we often say to people when they come. Iras look were not if you're justlooking for a job. Please go straight away. If you want to discuss a carier,it's a two ways decision. You know it's got to be a decision for us to get youron Bo, but it's also a decision for you to come on board. So if you don't sharethe value, if you ones on the value, if you don't believe in the value, youwill never walk, so we wil actually quite big, very early on and I'm gladyou you bring that in your response, because I guess that's what that's whatI was. I was expecting M in a way to hear, but I think it's very importantas rom the very first conversation, even from the the potentially the jobad. You are very clear about what youare looking for for us, particularlywe're. Not In the business of you know,...

...recruiting PhDs or Mbas or people whivedone business degrees or whatever you know. We a a bit more of we've, got theflixybald type of background approach to our ecruitment process, so reallyDhe, Valu Iskee, because if people don't believe in the value and youcan'ttually, you know evaluate them based on what they've done in the past,because that may not be areriven to what we do. They've got to atleaststick with the value because you didn't believe in the VALU. It's going to be avery shot, shot, shotshot, walk experience with US and probably won'tgo one go any far. So yeah. I get your point in up. It's very important in ouCripeng process yeah, and you know I reference something you mentionedearlier, that customer facing and non customer facing roles. You know in away you cound almost make an argument that almost any role is customer facingto a degree. It may not be directly but I'll use it very, maybe obvious andprobably a ref example, but it's beening here because it'll illustrateour point. You take at roll like accountants, that's probably one of theleast customer facing roles out there, at least in terms of how you wouldtraditionally look at that. But if you take a classic example like Enron, youknow whatever values they had they had at ne at all yea. They were certainlyreflected in the county department in the way that they did their books, andso it I would the reason I mentioned. That example, is it's not just thesalespeople in the customer service people who need to understand thecompany's vision and the values? Really anyone who makes the decision on he onbehalf of the company, whether that's doing your accounting, whether it's youknow determining fo, you know build a partnership with whether it'sdetermining your privacy policy, those affect the customer at some point, andso really we should all think r ourselves as as having customer facingroles or maybe custom customer influencing roles to a degree becausewe're all making decision on the a of the company and if we're not makingthose decisions with the values and an the vision of our company and mine,thand we're going to go off track. So you know in a Benin example: You'rejust going to you know, create some inconsistencies in your message andthat's just confusing your people and it makes it harder for you to sell. Butif you take that too far, then you end up, you know with people, you knowtaking a made unethical or malicious actions, which is a different problemin of itself, but I think Yo can probably see houre an edit. Absolutelyabsolutely I thin. I think you got you got a great example. I mean TNAT, solong we' going. I won't mention a name on that one, but I was chased forpaying in voices. Theinvoice is wee actually incorrect, but they Hadananaccounts payabold person or someone in the account department was basicallychasing it Oml if he was an Interna or an external person to that company toBeness with you, but the way they were going about it was was not suly. What Iwas expecting. You know I think they were just emailing for too many people.They were very aggressive about the way they were going about it. There was noexplanation. It was really shot response and you just kind of considerTay to business with that company, because, quite frankly, I've got anissue with theinvoice I received and nobody's talking to me about it, butjust just tling me you've got to pay it, and I would ratherve someone to talk tome and even make me feel. That is the...

...correct thing you know. I don't know ifyou know what I mean it's just sometimes the theimpatat that doesn'tadd on my perseption of the the business that at was working with it'spretty bad, because I kin of change my way of thinking about that business,and maybe I keep my Ese open and the next tind that I will meet my Copmanoin the business I probablybe a little bit more close by a close, I mean youknow not not as open with a person as I may have been. If I was treaching indifferent way. I think it's right. Every single part of the businessshould do it and you know we treetund to do training with all guys about that,particularly when we've got people going to events. We work in SEDS, sothere is lots of events where people will have drinks after the events,Excet, R, etc. o. We want to make sure that you know our team is representingus in a very professional way. You know this sort of events can go a little bitout, offense, sometimes and people who are used to it. I ever drink many andit's okay because they are senor, but when You'are the provider you've got tobe careful, so we actually breathe our guys before everyting orever to makesure they don't get out of line if you will but, but I think it's importantbecause it may sounds simple, but I think it's you are representing yourcompany. You may be out of working ou else, but you are still representingyour brends and our brand doesn't do that. So, if you want to ave fund, justgo five miles away from the place: Wer Te Partyi Atan,whatever you want, no problem riwhat, you are representing us, make sure thatYoure presen representing US professionally and we tank two steps.OTHAT's, that's that'! That's interesting! Eask me to kind of move onto the next question because oviously we spoke about the theory of Andicompately agree with you by the Wa. I think its a very interesting conceptand and definitely some thinat. We do a oporetics and anithing that morebusiness should do. But do you have any practical example of internalevangelism? That's has been walking or you've seen like very successful andthen maybe some other example where you see it, maybe not failing but beingless successful, yeah sure. Well, you dont mind. I do want to speak to thatexamply vention about the cultural events, because you you're asking meearlier TBAUT. You know some tactics and e prucchose to make that successful,and I didn't want to hit on one more and I think it's really important andthen I I'll come back to your question. If that's okay, I think the last thingI wanted to mention was that really have to lead by example and d. This wasthis all kind of lead into the specific example. Osharein involvement, but youknow I think the temptation is for marketers is to kind of write downthese values. These vision and Bas some guidelines on how to talk about thebusiness and you've got it n in a nice document, but that's really not goingto be sufficient to to drive those values internally. You know I hate tosay it, but you know if you have a hundred employees, how many of thosehundred are going to actually lead the Sala Gid or refer to it regularly?Maybe Theu we get one starting the orientation, but they're not going tocome back to it time and time again, at least most of them want. So what reallyhas to happen? Is You have to leave by example? You have to show other peopleon your team wh t when it looks like to...

...live out those values and to kind of tomove that vision forward in a very kind of public way. So I think that's that'sprobably the most important thing is just giving those concrete examples,leading by example showing your team that this is what it looks like youknow. It's we encourage it. We ncourage you to act in this way and then I thinkthe rest kind of follow suit. So again, it's not it's not just having a nicedocument that kind of sits, thereound, your desk or on your internal website,but it's just living those thase ideas, aft your actions, so yeah. So I'll,come back to your your question was just some examples of companies thathave done that. Well, so I just want to mention two that I think I are probablyrelevant for me in the BTB space at the moment, and so those thise to companiesare going to be drift and terminous and the reason I'll mentione. These two is,I think, for both of them to degree haven't read this in their internalbrainny documents, but the idea of kind of a human connection, a personalconnection and AU authentic brand seem to be very cor to both of thosebusinesses. You Drift they're selling to rod range of customers. Tay EU havea free product, so you could argue, the the SNB or the reelancer market issomething they're going towards. Temnus is more of a enterprise company, but inboth cases you know with drifts, you got their head of marketing. DevBirhart is very public and talking about the company he's very is kind ofoff the cuff. I think his personality lends itself to coming across that way.Acting that way, but he's always talking about the brand he's talkingabout you know new things they've developed for their customers. You knowit's not always perfectly Polish. It's not always there's not always a highprodection value, but you get the sense that you know for drift they're allabout they have this idy of conversational marketing, that's kindof ther, their stick and so Dai himself and then to a degree there. Their CEODave cancel is, is making thesethese conversations with people ofter theirpodcast and he lincoln videos etce, and then you also see other people on theirteam people. People have not met before, but you'll see other people in salesand marketing making videos themselves talking about the product talking toeach other and you've. Just seen that idea of of these having theseconversations and the value of othes conversations you'll see that spreadthrough the organization which is which is really great to see, and then I'lmention Terminis Sangim, their CEO he's kind of doing this something similar ina way and he's that his whole idea is Accoun base marketing- and you know,instead of just you K, ow spanding people are prospecting, people huntingthem down. It's Aways, just kind of like drift. It's theretheyre focused onbuilding for authentic connections with people, so he's Bin a great job in theway he's talked about the company he's always talking to other people, nunlinkein in comments, videos, things of that nature, so that's that'sprobably a great example of living by example is just being very outwarded,very kind of public and the the personality of his brand and the valuesthat his frand stands for. Okay and if you seen a NI company doing a bedgetbout it it's easy to pick on on the bad gay, so look I'll just mention MNI canmention a couple just because they're...

...in I, the Public Schoel already- andit's not going to be new news to anyone. I'm not going to pick on someone thatthat's not already been play, lambasted publicly, but you know Obers, probablythe example that comes to mind. For me. First I mean I, in a par as warl was ina wor I've heard about recently on Tirme of Issue Simia to that Butyeahyeah. So I think in their case it wasn't so much the fact that theirexternal brand wasn't reconciled with the internal culture. I'm not sure thatthey had much of a kind of a value system to began with, but I think a lotof they've dine a great job of growing t e company and don't got me wrong y.He best a very sparin Talento people. There they've done a great job on kindof the performance, the groadside of marketing. You can't really argue withthat, but when you look at some of the things that theyv kind of gotn slept onthe wrist for they had think gravall was one of the tactics. Don't rememberthe specifics, but it was the idea of n of clecting dat on people without theitheir consent, or just maybe using the idemt in ways that we're not entirelyabove board. Obviously you have some of thes sexual harassments cases that thatcame aback, but I think it's really unfortunate because you have a verykind of innovative and destructive company. That's absolutely what thinabout it. Yeah Yeah, and so I think, if they had kind of redefine theirmarketing to include not just the growth aspect, but you know the brandaspect of their company that may may have avoided some of thos issuesaltogether. To that point, it's also the probably the most viral compagnthat could have existed. Imagine if or the drivers I mean how many drivers,when you take oatually, complain about Working Foga, because so I may notcomplain, but don't really give you you wouldn't want them to tell you. I'mreally happy working forbut. This is a great company to give me a lotportunity how manyo girls do you take a week? I mean I tike a few, and I wouldit would be the best way to actually portray the company and make everybodyfeel that go is the best company ever and I think maybe I had that feel atthe beginning when go was was really new, but over the year I think he justgot a little bit. I think there was issues in with drivers in India inSOMOO places and you'll become a little bit confusing and almost make them lookas chearend from my Perspectivu. I'm talking about my own opinion here, butI think what an opportunity they had, because the rich that they have wiswith everybody in the market, the rich tha dead with h customer is incredible.You actually spend ten fifteen minutes with someone walking in the company ina car, probably once or twace a week, so its a perfect opportunity to discusswith someone and yeah to the point that you formulated before. If those gateswere really know in that, reflecting positively on the value of Ougl, owtheimpact would have been, could have been fantastic, that's right and and you'reright now, a few years ago, when you took aneuver, you would just see theUbers tigger on the windshield and now what you see is, at least in myexperience, is there's the Obersticker and then there's a list sticker rightnext to it. Yeah. When I talk to the the Uber Drivers, you know they don'tthey don't feel all that plosely aline...

...with the company itself, at least withmy experience, they're, more opportunistic in terms of, and I'm notfaulting them for this I'll do the exact same thing, but what I've beentold is heyll. You know one week, Ober will run a special for the drivers,whether it's kind of bonus waite for that period of time and the next weekyou kn lift counters it with another. U No special donus that you knowincentovizes the drivers to work for them, and so the drivers go back andforth and then you know uver and lift in a way they're competing on price.Not Price to the customer, but you know the rates that they paid, pay thedrivers and, like you said, Ri rilliant. It's fortunate, because Uber did havethe opportunity to create a stronger bond with the drivers and really bringthem on is its part of the company culture, but there's more of a riftwhere the drivers have distanced themselves from over corporate in a way-and you know, as a result, they have less volicity to them as a driver, yeah,absolutely absolutely yeah it thin. That's a great great examptat to diithink. You too, because I I think he will speak to everyone, because youknow we've all been mean they. Maybe ofiwot will listen to this patkeet Ofe,never to Ahuba in their life, but I think, for the most part of us, welprobably spend a fewe a few dollars or pounds or euros of with Anoge, so that makes perfectsense. Okay! Well, thank you for a much for that and for your insight and forsharing Al All those best practices and ideas with us today. An I'm sure thatsome people in te Augience will want to reach out to you and E may want to. Youknow, discuss some of the takeaway. They may want to ova conversation withyou pick your brain. So what is the best way for our listener to get intoTrith Youjon sure? Well, I'm assuming he'll put my some of these links andthe show notes hospited like llike you, my last name, isn't one day you'd beable to spell just by hearing it but yeah. I couldn't pronounce it, but youknow that's that'stethat's about it. Well, your French background certainlygave you that edge and pronouncing it, but the best way to reach me is eitheron email, which is John, do Rugi at Kyficom, or we can also reach me onlink an I'm, usually pretty active there as well. Okay, Esson sperfect betagain. Thank you very much for your time today. Jon Ready Appreciate yourtime. The insight that you provided today the conversation was reallyinteresting, so yeah. Thank you very much and hopefully well see you backagaint soon, botspasing in a next podcast, my pleasure at Realy, an taxksfor having me on the show was great being with you fack. Thank you.Ormajohn operatics has we defined the meaning of revenue generation fortechnology companies worldwide, while the traditional concepts of buildingand managing inside sales teams in house has existed for many years,companies are struggling with the lack of focus, agility and scale required intoday's fast and complex world of enterprise technology sales see howauperatics can help your company...

...accelerate pipeline at operatics, dotnet you've been listening to B, to be revenue acceleration to ensure that younever 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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