B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 1 year 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.

You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenue acceleration. My name is aunemit you and I'm here today with flowers. Broad Rick, sorry, I'm from seeing your name very, very French way. FLOWS VP OF MARKETING AT CAW too. How are you today in France? I'm good, and I like the exhausted pronunciation. I'm surviving lockdown and, as I don't have kids in the background, probably doing that the new exactly exactly. If you are screaming, don't worry, it's just normal. They do that a lot. So today we will be we will be talking about marketing as a reven new driver, which is a great topic. But before we get into the conversation, could you please tell us a little bit more about yourself lance, as well as car to, the company had to represent, and what you do for it? Absolutely so. I am based in London working for Carto, who have offices between Madrid, Seville, New York DC, although names in an office right now and there's doesn't. Let me going back in the manytime soon, but I leave marketing and Celles Development Company and our software is for location seligence. So if you think about all of the businesses out there today, so much of the decisionmaking revolves around location, particular in this new normal that we're living in. So we help different customers turn geospatial data into some kind of business outcome. So whether that's McDonald's deciding where are they going to put the next turn curb side pickup locations in London, or whether that's a healthcare company understanding how they can improve healthcare access for customers who need to have a special hit doctors closer to their their houses, for example. Whatever position it is, it's related to location and our software helps customers with that. All right, so really, really used keys driven tape offers sinning against because it's very busy feet twitt industry, and would they could do with ...

...yourself, too? I guess absolutely. Yeah, the use cases is a very interesting I mean our sales team can go from a cool with a growing cannabis firm in North America who are looking to try and understand where they should put new dispensaries, to in the next call suddenly be talking to the New York government about overcrowding in metro stations during covid nineteen and how our software can help them with that. So it's very diverse and interesting. Someone needs to give you a call for vaccination stations? Well, so you could get we could, we could get that jam. Well, we are actually working on some use cases in those lines because the interesting challenge there is the fact that it's going to be transported cold. So understanding both timing and location in the context of supplighting is a common use case for some of our logistics customers. Very interesting. What else great? So do deep a little bit in the in the topic now, I guess, you know, in the past, a long time ago from my perspective, because I think we took the shift ages ago at operatics. But Marketing was often associated purely with branding, PR communication, you know, and maybe not the revenue generation, generating paper things and more like the I guess the fluffy and I'm going to put it into bracket because you know, even back then when marketing was doing all that, is not pretty fluffy, but you know, it's what I used to call it. So there you go. And obviously the these days are in the past now and we see we see marketers really taking the driving seat, having a big contribution towards hels target and making direct impact on companies growth development, international product development. So first of all, you know, what are your sorts on that shift? Yeah, I think it's a really important shift. I certainly haven't been a marketing in companies where there's that perception of the marketing function, but I do know that there's still a lot of that out in...

...more traditional industries. You know, tech it's probably an exception compared son, but there was an expression I heard from a lady who was actually a recruiser for CMOS and tech companies across the US. She still is, and she said that she's always looking for make money marketers rather than make it pretty markets, and I love that expression because I identified with it and I thought, you know, the key and the most important thing when you're hiring markets is that you find people who are gonna have a level playing field with the sellers in your company and if they go into a meeting with the leads tomorrow, they should be able to pitch Carso as well handle objections as well. Talk about your value proposition as well. They shouldn't be hiding behind, you know, pub spots outreach all that, all the tools they need to be customer centric and understand those problems just as well and be just as familiar with the different numbers relating to the cell cycle, the whether that's average deal size, learn the cell cycle, customer lifetime value, custom customer acquisition, you know all of that. We have to be as familiar with that as markets, as sales leadership would be. So, you know, I think it's an important shift than finding high quality markets in the market right now. Who who align with that is not always easy. I think the amount of times I see or people reach out to me, I see on the revenue collective people looking for a VP marketing, product marketing manager that has this philosophy. It's really tough to hire people just because it's a limited pool of talent and in certain markets, you know a lot of our hiring we do in Spain and then just isn't a huge be to be sous industry. It's not like the US or perhaps like UK that has a bigger market. So it's an interesting shift. Yeah, I've seen that. I mean obviously over the years we've had your Portunity to work with some brilliant marketers. You know, the people have been moving from companies to companies, helping startups to really scale. And I think what's really always amaze me when I was in meetings with those people...

...is that, as you said, they could pitch your product with passion like a self person. I'm like, you know, you probably are better. I'm speaking about a few markets in personal time. I'm speaking to mention a couple of name gage like Tony Lacks, with at any knew. But what the clients before I trained my crew, people like Scott Garden was at risk a q and you know, then move to persecure and they just got a quite by eventity. These are people that technically you almost want them to good meetings because you know that they are speaking about their products with such passion. They know exactly. They can have a conversation with an analyst, with a technical person, with the sea level person. They add up straight away and then they're beautiful to waitness because you know they really onto some the product inside out. They really on those on the challenges of the customers, which is very important. And and then, I guess once you've got all that, it makes your life much easier to push. I can't by selling, I can't base marketing type of activities and also are being all your cell steam. So from the SDR bedls to do the actual selves, person on the field, with how to support them to get better. Okay, because I think it's a particul ularly when you get into complex cell cycles like yours, a car to. I mean I don't know how long it take a self person to be able to adapt from a conversation around the can that be dispensed Rey versus? You know, the jobs for covid nineteen, but surely when you go to these meetings you must be speaking with specially that I will completely different perspective on or to use your software and it doesn't become it's not about car to anymore. It's about being a chameleon that can addapt to their context. They also spinking about your stuff. Is Your stuff is just a facilitator of their issues. Technically, and I really agree with you at I think marketing should be able to pitch, if not as well, technically better and seals and they should be able to tell the story as well. Now you know what we've seen and what we've been saying, and probably less of all the last couple of fells because again we've seen the shifting. But we always consider...

...our selves a little bit the glue between cells and marketing, and in the past I had a lot of experience, but you could see like two silos and and I think in these two sideos will often saw marketing train to work with seals but sells being a little bit more reluctant to work with marketing. That's kind of driving into my circle equation. You feel that cells team by increasingly valuing more the marketing function of you think still have the sort of Sido process. Yeah, I think it's two things to mention here. I think first of all, the people saying we should never run the MASTERMA, and it's very good news. If your VP sales and your VP marketing get on well, they align as if there's a clash they're I think that can be quite toxic. So, but I have a great relationship with both of our VP cells for North America and rest of the world and it's very easy to to plan things with them. But the bigger question here, and I think particularly in the context of this new normal, I said the words new normal, sorry, is the whole concept of is sales, science and art. How much of each is changing, because that whole factor of I go to the open data science conference and I end up a party and I meet all these data scientists are at the after party and all of that's gone out the window and it doesn't look like short term, mid term, that we're even going to have it anytime soon. And so the science side of sales has rapped up immensely. So, for example, if you looked at our budget last year versus the year before, the slice of the Pie that went to external events has now moved across. The lots of new digital tools, you know, remigrated to outreach. We started using due to intend data. We're using a lot more zoom in foe and Lussia for outbound prospecting. You know, we've really digitalized a much more accelerated rate, and so that has been I mean typically that all of that stuff starts in our SDR team. They are the kind of technology evangelists. They're they're very young, they're very digital, they're came to use all of these new tools and the sellers who are...

...now having to build pipeline in other ways is to how they might done it before. A keen to learn about all those needs technologies as well, because they've got a gap that they haven't got from their normal, you know, customer events as well. So so for sure there's IT'S A it's a big shift and I think it's more relevant now than other because everybody's trying to get digital attention and you know, I think I get twelve sty r emails a day and I'm always curious to see how they're going to cut through the noise and whether that's, you know, linkedin Poles, loom, videos, direct mail. It works and I think it sometimes some sales people will be a bit virus. Is All Gimmick. I don't think I believe in it, but we have we have to try these things because it's a new era for sales now and you need those evangelist within your company to push those technologies and sometimes they might work, but you have to try them. Yeah, I agree with you. Then we should. The way people are buying or are looking at getting down information is changing. Of our type. You know, I was, I was on the putcast. I was, I think, a conversation with someone was to name me a to think it was. I can't trully recorded the exact number. So I conquord, but the exact number, but a large portion of millennium I've been that I've been interviewed. Are saying I don't want to engage, you know, direct conversation with a Solis Person. You know, I don't mind being on the chat, I don't mind exchanging some text what's up messages, I don't truly want to be picking up the full and living conversation with someone. So I think, I think, you know, digitalizing does make sense and and then when you digitalize out, you make sure that you've got that shred carpet experience. You know. My that's really important because that's probably the way the way things will go in the future. And it's an never ending adaptation curve and and and covid nineteen has been accelerating stuff. Everybody walking from home the we're doing that a lot in the US. Lots of people, most of my California and clients,...

...when I call them and say looking in California. Can I come and see you? Yeah, we get you. Cool. Just like to govern with you in person and it's a bit it's almost so cold there, but in your or this kind of normal. You are in London. I'm in London. That's been for coffee right, and I think you know. I'm sure that will not go but it out do we addapt to it. Now people, everybody, will walk from home. You see large company that Camerazon and stuff like that, saying looks just shut down the office. Everybody, everybody, walks from home. Now people will get you to that. People will work more remotely. The probably will go countryside, bigger garden, you know, all that sort of great stuff. Get more for the on lenning and walk from home. So I thank you. It will. It will change the way we co operate with colleagues and the way we have to sell to the individuals. It will have a different flavor, not only in the opening of the conversation, which is our stuff, but also in the hour. Do you get to close the in I'll do you inference. People, if you've gone, put their want in the same room and that's going to be that's going to be interesting. And also making sure at when people are doing their research online, define everything the needs to to support you so that that that's definitely one when good point. Now I guess next question I've got for you is what do you think about market as a previous experience, he says. Do you think they would they would perform better as a marketer, or do you think of self supers of the previous experience in marketing with perform better? I don't know a lot of sales people were a previous experience in marketing. I'm I know a few market other the previous experience in sales, but I just wanted to get your opinion. Don't over do what you've would profited. You think we walk best. Yeah, I think it's I think actually, when I was twenty two, best advice I had I was not a graduate program at Telephonica and I asked one of my mentals about what I should do my next rotation on this program and it was sales or marketing, and his advice was go and do a stint in sales because when you're a marketer, if that's really what you want to do, you'll have a lot more...

...respect them, says, if you've been in front of the customer, handled objections, handled rejection, all of the tough things that come with sales. And I think it was amazing advice because it it got me to be customer centric and oriented in a way that I might not have if I hadn't done that stint in sales. So I think it's amazing if you can have an organization where people can actually see a development path into one or the other. So, for example, for our SDRs, we have a document at carto that documents like their quick career path and the options they have, whether that's going into a c a cerain role, that's going into an account executive role. Our oldest cl is actually a content marxting manager at carto now, and I think that's really important because one can evangelize for the skills of the other than the team. So the NSTRS that are going up into our sales team at the moment are the ones really helping the AE start using sequences and outreach and starting to use these new techologies. So if you can, if you can have that great little circle of development, I think that's highly beneficial the company. But it's it's true. I haven't met many sales people that have put across the marketing so far. I guess because if you're really good at sales and and you're smashing your quota economically, may not make sense to go to go into marketing for you at personal level, I think that's some fear of always you. I've seen market to our working are de land sears people, you know, and I think you know in a in a way, you'll see them spending more time doing more things, that being more stress or on events and stuff lay the as you know, big things to menage. Sure. So suppose is pretty much have to manage yourself. You Manage Yourself, you do your stuff and maybe when't if you are a good sense pells and the money is flowing, where would you? Where would you call see something else? But I agree with your in fact, you know, we are marketing director, Ere douporietics is could being from doing the the young rule of self. So she was. She was one of Fisdi and we've seen if she was a resource that have been recruiting by some of our clients to move to marketing role, and it makes sense. You know, you've got...

...to be in the trench. She's to know what it is like and then you can you know how to address you know the changes and you know what these people would need to be successful. So that I think that makes perfect sense. Okay, has sometimes in the SASS industry you hear like a bit of a turn towards the str role, but I actually think it's the most important role in Sass companies just because nobody is in front of more prospects than that. I see up you know, they've ver billed five hundred and ten times as many pools as an account ex active or CSN, and so I think it's actually really important that people raise awareness well how important is and the possibilities that there are fen strs after finishing the role. Yeah, I think we were speaking it truly with with one of our one of our friend agay called David Denny, was well involved in that BEDR and B to be says, and I was sort of great stuff and it's got a great company and when we're speaking with him as that group, well, I think that Bedr should be at the bottom. We should have a be DR leader which would have a silver very bedr person, technically wise the our personal inside serves or whatever we want to cut it, but technically a Selo verse senior development be a silver business development person sitting at the ball because, like you said, this is such such a mean important function okay, I'm not saying it's the live blood of the business because obviously, if you are bit a piece of a company, development is also very important and in the right product is very important. Of course marketing is critical. Having people on the field that can close business is also very, very, very important. But all these states dare. The way they behave with your prospect will potentially influence your brain reputation. Okay, you want them to have the right level of conversation and also it's about calibrating. You know, we work with a lot of startups and we spend our time on really all our time, but the firmunt of our time to discuss about the voice of the customers. What are we hearing in the trenches? This is how we should change the message. Will focusing on...

...that issue, but really the big issue people are trying to solve this that one. So how can we change an adapt our message to solve the issue? Seems to be rev and can work really do a company about it out? And, by the way, here the objection, and we have some kind that are great because we give them lists of objection and what do they do? They go and create contents to actually tackle the subjection very openly through content. Hijeffik, is great because if there is an objection, it's Alf trying to scoop it on the carpet or brush it under the carpet. You May as well put it in the opening, speak about it and give your opinion on it, and all that would not be possible if we are just like kind of living on our own and not really providing feedback back to the top people. So, you know, agree with you, and obviously I'm a big bias. Yes, but look for us that that was really good to reduce them to you today. I think you show some very, very good points. I would like to I would like to thank you for your time. If anyone wants to post you the conversation with you all gets into treat you to discuss about Colt or anything else. What would be the best way to get into treat you? France? Yeah, this reach out on Linkedin. So my connection request or to drop me an email. Its flow. It cansocom very easy one. There you go. Well, thanks again. I would like to thank you for being a thought of the podcast today and Okray would speak very soon again. Awesome, great to chat. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never 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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