B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 9 months ago

97: Marketing as a Revenue Driver

ABOUT THIS EPISODE

Sales is often perceived as the revenue driver in organizations, but behind every successful sales team, lies an effective marketing function.

In this episode, we interview Florence Broderick, VP of Marketing at CARTO, to talk about marketing as a revenue driver.

What we talked about:

  • A viewpoint shift about marketing,
  • 2 reasons sales matters so much to marketing,
  • Companies value marketers with sales experience.

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

O You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sails and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is Ol imity and I'm here today with Flors broadrick.Sorry, I'm procing an. I mean very in a very French way from us vpof marketingat Calto. How are you to be front? I'm good and I like the exoticpronunciation, I'm surviving lockdown and, as I don't have kids in thebackground, proablly doing this than you exactly exactly. If you arescreaming dont wor, it's just no more. They do that a lot so today will be. Wewill be talking about marketing as a Reveni driver, which is a great topick,but before we get into the conversation, could you please tell us a little bitmore about yourself lrongs as well as cato the company at toupresent and whatyou do for them? Absolutely so I am based in Londonworking for Carto who have offices between Madrisebille New York DC,although nobe's in an office right now and there's duesn't at like e', goingback in the many time soon, but I leave marketing and sales development orcompany, and software is all logation intelligence.So if we think about all of the businesses out there today, so much oftheir decision making revolves around location, particularly in this newnormal that we're living in. So we help different customers turn deospacialdata into some kind of business outcome, so, whether that's mcdolds decidingwhere are they going to put the next ten curb side, pickup locations inLondon or whether that's a healthcare company understanding how they couldimprove healthcare access for customers? We need to have a special hinted:Doctors closer to the houses, for example. Whatever position is, it'srelated to location, and our software helps customers with that o reallyreally use case driven type of Sinling agains, because it's a very spicy figto the industr and what they could do...

...with Esuffto. I guess absolutely yeah.The usecases is very interesting. I mean our sill team can go from a coolwith a groming Kanofis firm in North America, who are looking to try aunderstand where they should put new despenseries to in the next call.Suddenly Al Geing to the New York government, about overcrowding inmetrostations during cobid nineteen and how our software can help them. Withthat so very diverse and interesting, someone is to give you a call forvaccination stations a so you could get. We could we couldget that job well, we are actually working on some usecases in those lines,because the interesting challenge thehere is the fact that it's going tobe transported cold. So understanding, both timing and location in the contextof SUPPLICIN is a common use case for some of eologistics customers veryinteresting or that's great, so so so to deep, a little bich in the in thetopic. Now I guess in the past a long time ago from mypaspecture, because I think we took thes shift ages ago atoporitics, butmarketing was often associated purely with branding pr communication. Youknow, and maybe not the revenue generationwer generating paper thing and more, like the I guess, you're fluffy and I'mgointo put it into bracket because you know even back then when marketing wasdoing all that is not prety Flraffy, but you know it's what I used to callit so there you go, and obviously I wos these days in thepast now and we see we se market ws, really taking the driving set havving abig contribution toward San starget and making direct impact on companyesgrowth, development, international product development. So, first of allyou know what are your soots on that shift? You know, I think it's a reallyimportant shift. I certainly haven't been a marked in in companies wherethere's that perception of the marketing function, but I do know thatthere's still a lot of that out there...

...in more traditional industries. Youknow tech is probably an exception compared to some, but there was anexpression I heard from a lady who was actually a recruiter for CMOS and techcompanies across the US. She still is, and she said that she's always lookingfor make money. Marketers, rather than make it pretty marketers- and I lovethat expression- because I identified with it- and I thought you know the keyand most important thing when you're hiring marketers- is that you findpeople who are going to have a level playing field with the sellers and yourcompany, and if they go into a meeting with he leads tomorrow, they should beable to pitch Casso as well handle objections as well talk about the Valiproposition as well. They shouldn't be hiding behind. You know pub spots out,reach all the all the tools they need to be customer centric and understandthose problems just as well and be just as familiar with the different numbersrelating to the cell cycle, the whether that's average tilsize len the sellcycle customer lifetime value called H, custoposer acquisition, you know, allof that. We have to be as familiar with that as market is as sales leadershipwould be. So you know, I think it's an important shift, thand, finding highquality marketers in the market right now who who align with that is notalways uasy. I think the amount of times I see people reach out to me, O Iseen on the revenue, collective people looking for a BP marketing product,mocasin manager, that has this philosophy. It's really tough to hirepeople just because it's a limited cool of talent and in's certain markets whoa lot of our hiring. We do in Spain and there just isn't a huge bee to be sausindustry. It's not like the US, or perhaps like UK, that has a biggermarket. So it's an interesting shit, yeah, I've Seenin that I mean obviously VorTeos we've had tyour potuity to work with some brilliant marketals. You knowthe people hve been moving from companies to companies at thingstartups to really scane, and I think what's really always amazed me when Iwas in meetings with those people is...

...that, as you said, they could pig theproduct with passion. Like a said person, I'm, like you know, youprobably are better and speaking about a few marketing Porsotam MP tustmentioned a couple of name gage like Tony Larks with at tenytanium, but wase clients before Trenmy Cro people like Scott Gorden was a Trisque q and Youknow then move to persecute and they just got a quall by evency. These arepeople that technically you almost wan them to good meetings, because you knowthat they are speaking about the product with such passion. They knowexactly. They can have a conversation with an analyst with a technical personwith a Sino e pulse, an they addet straight away and the and they'rebeautiful into witness, because you know they really understand theproluctin side out, they're, really undersome of the challenges of thecustomers, which is very important, and then I guess once you've got told TAT.He makes your life much easier to push. I cant by Setling A combase marketingtype of activities and also oring all your senstipe, so from the SDR bgls tothe the actual sells plerson on the field with out of suppording to get better okay,because I think it's particularly when you get into complex encyclres, likeHOS, O Calto Manidont, no o ony take a ses person to be able to ad that from aconversation around the can it be. Dispensary has just you know the JAPS fock of itnineteen. But surely,when you go to the SMEITINGS, you must be speaking mit, specially that have acompletely different perspective, O now to use your software and I doesn'tbecome it's not agot, calte anymore, it's about being a camelion that canadect their context, vel SEIS! Thinking about your stuff! Is You yoster itsjust the facilitator of the issues technically, and I really agree withyou at. I think marketing should be able to pitch if not as well,technically, better and sers, and they should be able to tell the story aswell. Now you know what we've Sen an and what we've been saying and probablyless Welde S. couple of shows, because...

...again we'v seen that Shiftinger, wealways considered ourselves a little bit to Glue Between Sans and marketingand into Passa had a lot of expires where you could see like two silos and-and I think it was Posinas Willan, so marketing train to work with sands, butsell being a little bit more reluctant to work with marketing. That's kind ofdriving into my super one question: You feel that sell team ar increasinglyvery big, more the marketing function or you think, Wa still o the sort ofsinal process yeah. I think thite's two things to mention here. I think firstof all the people saying we should never underestimate, and it's very goodnews. If Your bpsales and your BP marketing get on well, they aline as if there's a clash, thenI think that could be quite toxic. So, but I have a great relationship withboth a lot ofbpcells for North America and rest of world and it's very easy toplan things with them. But the bigger question here an I think, particularlyin the context of this new normal. I said the words new normal sorry is thewhole concept. F is sales sience and art. How much of each is changing,because that whole factor of I go to the open later science conference and Iend up a party- and I meete all these digger sciences, O tat, He after Partyand one of that's gone out of the window, and it doesn't look like shortterm mid term that we're even going to have it anytime soon, and so thescience side of sales has rapped up immensely. So, for example, if youlooked at our budget last year versus the year before, the slic of the Piethat went to external events has now moved across the lots of new digitaltools. You know we migrated to outreach. We started using GTO and tendater we'reusing a lot more zuman fo and las Er forout. Bon prospecting, you know,we've really digitalize a much more eccelerated rate, and so that has been,I mean Tiy, that all of that stuff starts in our SDR team. They are thekind of technology of angelists tthey're, very young, they're, rerydigital theyr, came to use. All of these new tools and the sellers whowere now having to build pipe mine in...

...other ways how they might do before Ican' to learn about whall those new tecnologies as well, because they'vegot a gap that they haven't got from the normal. You know customer events aswell, so so for sure it's it's a big shift and I think it's more relevantnow than other, because everybody's trying to get digital attention- andyou know- I think I get twelve str emails a day and I'm always curious tosee how they're going to cut through the Noulese on whether that's you know,linkedin poles loom videos, direct mail, it works and I think sometimes some sells people will be abit. Iris is all Gimnit. I don't think I believe in it, but we a we have totry these things, because it's a new era for sales now and you need those ofbangelists within your company to purche those technologies and sometimesthey might work. But you have to try them yeah and I agree with you. Then wesit the way people are buying or ar looking at getting their information ischanging over type. You know I was I was on the podcast. I was hiving. Aconversation with someone was tilling me at I think hit was I contrallyrecord, the exact number, so I concured, but the exact number, but a largeportion of milinium I've been better bee intervewed, a saying I don't wantto engage in a direct conversation with a Senes person. You know I don't mindbeing on the chat. I don't mind exchanging some text what's up messages,I don't really want to be picking up the foot and having a conversation withsomeone. So I think I think you know digitalizing does make sense and then, when you digitalize Ou, youmake sure that you've got ta, hreat cupet experience. You know that'sreally important, because that's probably the way the way things will goin the future and it's a nevel ending adaptation, CAV andand Covin nineteens been acceleratingtuff everybody walking fromhome no ore doing that or large in the US lets of people most of mycalephornian clients, when I call them...

...and Sai Look at Mi Kery Funna can Icome and see you yeah. We get to co just like to GovitMedin Pelso. This is it's almost so qua there, but i Europe is kind of Goneon.You are Lon that I been Longon, let's Gen fur coffee right and I think youknow I'm sure that will not go but it. How do we adapt to it? Not People?Everybody will walk from a you see large company like Amazon and stuff.Like that saying, look just shut down the ofrfice everybod everybody walksfrom home. Now people will get Soso that people will walk more remotely.They probably will go country side, bior garden. You know all that sort ofgreat stuff get more for dumber an they an walk from up, so I think Yeowul.Even it would change the way we cooperate with coling and the way wehave to sell to the individuials. It will have a different flavor Notonlin,the opening of the conversation, which is our stuff B t, but also in the how Dyou get to Prosidym ow. Do you infrence people if you can put them n in thesame room, and that's going to be that's going Na, be interesting andalso making sure that when people are doing their resuarch on line, they findeverything they needs to support you, so that that that'sdefinitely en Wen good point now. I guess next question I've got for Yous.What do you think about market oer? A previous expriencing sense? Do youthink they would they would perform better as a marketer, or do you think,a Sel Posero at e previous experntin marketing with perform batter, I don'tknow a lot of sense people werth a previous expirience in marketing. Iknow a few market oer tathe prervoce expiencin SAS, but I just want ou toget your opinion ton oer the what Youve, what profet do you think we walk bestyeah? I think it's I think. Actually, when I was twenty to lest advicar had,I was not a graduate program at Telepholica and I asked one of mymentals about what I should do. Fo My next rotation on this program. ND Itwas sales or marketing and his advice was go and do a sin in sales, becausewhen you're a marketer, if that's...

...really what you want to do, you'll havea lot more respect. Fom Th Ays, if you've been in front of a customerhandled objections, handle rejection. All of the tough things that come ofsales- and I think it was amazing advice because it got me to be customer,centric and oriented in a way that I might not have if I hadn't done thatstint and sales. So I think it's amazing. If you can have anorganization where people can actually see a development path into one or theother, so, for example, for oursdrs we have a document acarto that documentslik their clear career path and the options they have, whether that'sgongng into the CN senrole, that's going into an acount executive role oroldes calleis. Actually, a content, Marxing manager at Carto now, and Ithink, that's really important, because one can emangelize for the skills ofthe other in the team, so the SDRs that are going up into our sales hea it teLomen are the ones really helping the AE start using sequences and outreachand starting to use these etologies. So if you can, you can have that GreatLine Circle of development. I think that's highly beneficial. The COMPANYBT it's true. I haven't met many sales people that have put across tomarkesing so far. I guess, because if you're, really good at sales and andyou're smashing, your quoter economically may not make sense to goto go into marketting before you at personal level, Ey the SOM theatevealway seen I've seen Markete wolking, otther land, sers people. You know- andI think you know in in a way you'll see them nyor spending more time,doing more things, Hav Bin, more stressuant events and stuff, like that,you know big things to marge sure, so its porsibi pretty much avter Menergyyourself know you manage yourself, you do your stuff and maybe Wen eve. If youare a good sons, Spellson the money is flowing. Where would you wher? WOULDYOU COL CA? Something es, but I agree with you. In fact, you know we aremarketing director aatoboratics is coming from. You know doing thes teonworld of self, so she was. She was one of fiss yeah. We seen if she wasalready souce that had been recruited by some of our clients to move toMarketin role and it makes sense. You...

...know you've got to be in the trenchesto know what it is like and then you can. You know to address. You know thechallenges, and you know what these people would need to be successful sothat I think that makes perfect sense. I in has sometimes in the SAST industry.You hear I coule been able to tone towards the SDR role, but I actuallythink it's the most important role in sase companies just because that nobodyis in front of more prospects than the scur. You know they builed five tentimes as many palls as an Accoun execative were a CSM, and so I thinkit's actually really important that people raise awareness about howimportant it is and the possibilities o that there are for SRS. After finishingthe wrong yeah, I think we were speaking utually wih wis on of our oneof our friend, agag or David Delenny was well involved in Bedia and PTB,sels, N and sort of great stuff, and it's got a great company and what wewere speaking with him was thatwere. I think that Pidea should be at thebobu.We Shoul have a Biga Lide, which Sol have a seaover, biggy, uppels andtechnially lize, tear persno inside, say, Whatevr r want to quoit, buttechnically a siiver Senor Development Bes civiver business development personsitting at the Bob, because, like Iu said, this is a such an importantfunction: okay, Sayi! It's the like blood of thebusiness, because, obviously, if you are bit to be Sofo, company developmentis also very important. Ain The right product is very broted. Of course,marketing is Cretty Col having people on the field that can close business ison so very, very, very important, but all this SDA, the way tepave with yourprospect, will potentially influence your graind reputation. Okay, you oneedto have the right level of conversation and also it's about calibrating. Youknow we walk with a lot of startups and we spend our time realy all our time atthe FAMOTOR, far time to discuss about the voice of the customers. What are weearing in the trunches? This is how we should change. The message werefocusing on that issue, but really the...

...big issue that people are trying toservize that wey. So how can we change anothattour message? Tosortof, theissue seems to be aware an can. We treat you compagin, byit out and by Yoyear. The objection- and we have some CIDAT- are great because we give themrist a ubjection, and what do they do? They go and create contents to actuallytackle the subjection very openlis through content, which I think is great,because if there is an objection I sel fring to scoop it on. Do the CALP et orbrush it Ondothe cappet, you may as well put it in youpen and Spak about itand give you a gay on it and all that would not be Pussy Botif, who are justlike Kird of leaving on our own and that rea providing fit back back to thetop people. As we now agree with you and a obviously I'm a big bias, yeahbutlook fo that was really good to listen to you to Dher. I think you shal somereally really good points I would like to. I would lite to tank you for yourtime. If anyone wants to go through the conversation with you or Gettin to tretyou to discuss about carto or anything else, what would be the best way to getinto treat you, France, yeah this reach, have one linkton SOM make elextra clessor just drob me an email, it's blow at cartocom, very easy one. There you gowere shanks again. I will like to thank you for being a part of the podcasttoday and OPRA Wuld Spiak very soon, again, awesome great, O chat. operadics has redefined the meaning ofrevenue 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 be 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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